The Regent Arcade wanted to be a contender and become a credible alternative to its far larger counterparts in Bristol and Birmingham. In order to do this it needed to update and expand its shopping space. In an extremely hostile planning environment where construction projects can be silenced at a whim, Montpellier grabbed the bull by the horns and took a positive outlook, deflecting negative opinion and projecting the realities of the plans to all stakeholders and the public.
“Montpellier’s positive and energetic approach had forced the client above the parapets, with an outcome that they had not dared dream of. It took some brave counselling, whereas others may have put up with a purely defensive posture. In effect Montpellier has set the template for brave PR in the often timid world of planning consultation.”
Planning advisor Gerald Sweeney of Alliance Planning, lead advisor to Canada Life.
Regent Arcade Shopping Centre has great character, a superb shopping offer and is situated in the heart of the affluent and bustling town centre of Cheltenham. The shopping centre is currently trying to secure a £15 million pound makeover to help it compete with regional threats such as the bull ring centre in Birmingham and new developments in Bristol coupled with the Cribbs Causeway shopping centre.
The client Canada Life, which operates Regent Arcade through managing agent Donaldsons looked to Montpellier to help with a positive profile, in a potentially extremely hostile planning environment. Other retail developments, including the Brewery in Cheltenham, had met stiff opposition and criticism from media, local communities and the local authority (Cheltenham Borough Council).
It was in this context that Montpellier was approached to help guide the planners in terms of PR profile, and to develop relationships with decision-makers and influencer groups.
Regent Arcade’s unique offer includes over 70 stores, which includes a high proportion of quality fashion, gift and home stores, anchored by BHS, TK Maxx and adjoined by House of Fraser. The next phase would enable the mall to attract additional anchor names to the town.
• To gain positive coverage for radical re-development plans
• To identify and target decision-makers
• To advise the client and consultants of potential negative media reaction
• To work closely with the planning team to produce an effective communications
strategy; with the overarching objective of reducing negative comment
On first reading the project was on a hiding to nothing when seeking a positive PR platform, and the client was extremely apprehensive about embarking upon any media relations strategy; not only because of a very hostile media but importantly, because a public backlash could halt the planning consultation process in its tracks. Montpellier gave robust senior counsel and advised a ‘protected’ media strategy, which meant taking a positive stance and targeting a few media with extra details and very close briefing. The media choice was based on audience and access to local authority opinion-formers. This was made more complex by local council elections which were due to change the face of local politics in Cheltenham – and composition of key committees, including planning.
Montpellier recommended placing the planning consultant and architect as spokespersons, rather than the managing agents, to avoid any association with other schemes which had attracted negative coverage. Special briefings, including the centre manager, together with the Cheltenham Business Partnership, enabled Montpellier to bring in third party endorsement from the local business community, and angle the story as a ‘good for business – necessary move’, rather than a ‘destructive, pulling down Georgian buildings and make more money’ angle.
Media recommended to get the inside track, and become ambassadors, included Cheltenham-based daily the Gloucestershire Echo and BBC Radio Gloucestershire. Both were given access to plans and a fully detailed explanation of the history of the building, and the fact that the current façade, was a pastiche dating back to the 1970’s. Further positive publicity and endorsement, was gained from a briefing held with the influential Cheltenham Civic Society, which had a history of stopping plans in their tracks. Vox Pops conducted by the local radio station caused consternation client-side, but managed by Montpellier produced an 80% in favour of development.
The client has been surprised the amount of positive coverage. A key criteria was to win over planning influencers such as local pressure groups, and the front page Regent Revamp, prompted the client to inject additional fee to keep the positive momentum in the approach to the planning phase. Feedback from architects, planners and local decision-makers has been extremely positive, and Montpellier has been recognised by the consultancy team, as de-fact project manager alongside the master planner; an unusual role, which Montpellier has since taken forward.