For nearly nine years, East Croydon Cool has proudly championed Croydon – showcasing its strengths and challenging the negative narratives that often surround our town.
Whilst trying to remain positive, it’s fair to say recent years have tested our resolve and resilience!
So, whilst we were cautiously optimistic about attending yesterday’s ‘Growth Plan and Town Centre Vision’ led by Mayor Perry on behalf of Croydon Council, it’s fair to say, we arrived a little jaded – or perhaps just a bit tired.
The event was to introduce an invited crowd of businesses, developers and partners to the new plan for Croydon – “a bold new strategy to drive regeneration, attract investment and deliver exciting developments across the borough”.
This new plan takes a holistic look at the whole Borough and wider Town Centre (rather than just the plans for URW’s patch of town centre land, known as ‘North End Quarter’).
A reminder that those plans for North End Quarter (the bit known to most of us as where the shops are/were) were presented by URW back in Nov 2024 and can be found HERE).
On arrival, attendees were given a condensed, 6-page introduction to the plan. Opening up to find two pages dedicated to ‘Why Croydon?’ might have prompted a few internal eye rolls from fellow locals.
You don’t need to tell us lot about how Croydon is “London’s largest and youngest borough”, with a “diverse community”, “unrivalled connectivity” and “bustling cultural landscape”.
We’re all very familiar with our creative credentials, unique history, anchor institutions & businesses and our perfect mix of green and urban spaces, (relative) affordable housing and enviable transport connections. Not to mention the huge range of creative and entrepreneurial talent in Croydon (which has the “fastest rate of microbusiness growth in London”). You’re preaching to the converted.
Local community platforms like ours have been saying (and showing) all this for years.
BUT for the uninitiated, it was a powerful reminder as to how much Croydon has going for it.
Then we got down to business.
Our initial skeptism was addressed quickly – with Mayor Perry himself saying that “Croydon has had several false starts” – before going on to tell us that Croydon is now ready – “not just to grow, but to lead”.
Hear from the man himself below:
Then Howard Dawber – Deputy Mayor of London for Business and Growth – dialled in to give his backing and support to the vision (a pretty key endorsement since “Croydon is at the centre of London’s plans for sustainable growth”).
Mayor Perry was then joined on stage by Laura Citron OBE, CEO of London & Partners. With public-private sector partnership being central to this Growth Plan, her comments around how Croydon is “hugely attractive” to investors (especially in the current global market), were certainly encouraging. She specifically noted the appeal of Croydon’s connectivity, size and scale and how having a “credible, realistic plan” that is backed by “political leadership, the business community and civic institutions” gives Croydon a “genuine competitive advantage”
As mentioned, local residents might not need to be sold on “Why Croydon?” but listening to key stakeholders (including Penny Cameron from URW, Ben McLaughlin from Boxpark, Louise Cooper at Brit School and Clare Woodcock at Mott Mcdonald) as they pitched Croydon from their different points of view (in a series of 1-minute speed rounds), was an energising (and succinct!) reminder.
Then came the core of the event, the plans themselves.
Attendees were given a code to download the 17-page Growth Plan once home (see below) but a top level summary was also given.
Key to it all (and probably the bit of most interest to locals) is the Town Centre Vision (and the £30 million of funding set to bring it to life).
This transformation will take place across five defined areas – the North End Quarter, East Croydon, West Croydon, the Cultural Quarter and the Heritage Quarter – to create a “vibrant, attractive and flourishing town centre that celebrates the past and draws in residents of the future.”
More than a dozen projects are planned across these five zones; from “improving the urban experience with a pedestrian link bridge at East Croydon and upgrades to public realm at George Street and Dingwall Road, to new green spaces connecting College Green and Fairfield Halls and a programme of activities and installations to drive footfall and reignite the high street”.
Then it was on to questions. We were asked to submit these ahead of the event (so they weren’t specifically related to what we had just seen or heard).
The 3 questions we asked on behalf of East Croydon Cool followers, were all answered, showing that someone is listening to us all…
How will Croydon’s entrepreneurs/creatives/small businesses be supported by all the investment opportunities coming into the area (especially in regard to affordable space)?
What we heard:
Support for small businesses will come through partnerships with organisations like the UK Shared Prosperity Fund, the Entrepreneurs Academy, and the South London Partnership. Local educational institutions (like LSBU, Croydon College and John Ruskin College) are also stepping up to offer workspaces and upskilling. There is help out there already – it’s just not always easy to find. That’s why people are being encouraged to book a call with Grow London Local, a service set up to help match individuals to the support that suits them best.
What is the Council’s strategy for reshaping the Borough’s negative reputation?
What we heard:
Mayor Perry didn’t shy away from the issue – and acknowledged that Croydon’s image doesn’t always reflect the good stuff going on here. He pointed to a few things in motion, like the new ‘Our Croydon’ print newsletter and improved digital resources. He also shared that town centre crime is down, and reminded us that shifting perception takes a team effort. (The Growth Plan itself also references a new Place Marketing and Branding Plan, which aims to put Croydon back on the map in all the right ways – locally and internationally.)
As thousands of new residents move into Croydon’s new developments, how can we ensure they are welcomed into the community and contribute meaningfully to the socio-economic landscape?
What we heard:
Mayor Perry recognised this as a key priority – especially in places like East Croydon, where lots of change is happening fast. He talked about the need for the “right mix” of facilities, particularly around leisure. But it was also clear that he sees Croydon’s strength in its people: our diverse faith groups, committed volunteers, and active community organisations. The message was clear: if you’re new here, get involved. There’s room for everyone.
In his closing remarks, Mayor Perry explained how “We are not waiting for change, we are making it happen” and that “We don’t need bystanders, we need builders, believers and business” as he invited others to help unlock the potential of a place with “history, hustle and heart.”
We’ll be honest – we find lengthy documents a bit overwhelming. It’s easy to get lost in the lingo of visions, frameworks and strategies. But what stood out yesterday was the sense of momentum: the number of people, ideas and organisations rallying behind a shared ambition for Croydon.
We’re not sure exactly how we can fit into all of this just yet – but next month sees us launch a new networking event to bring Croydon’s independent business owners together. Because we believe collaboration at a grassroots level is just as important as big-picture strategy.
Overall, yesterday’s announcements brought a welcome dose of energy and a reminder: there are people in this town who still believe. And we’re proud to be among them.
EAST CROYDON COOL 
Great summary! Thank you ❤️
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