Conference explores how to boost visitor numbers in Norfolk's market towns

Reimagining Norfolk's market towns to attract more visitors was the theme of a conference which brought together more than 100 people from businesses and organisations across the county.

Swaffham Assembly Rooms was packed out for the event organised by Norfolk County Council and sponsored by Lovell, with representatives from 22 market towns in attendance to hear success stories celebrated and challenges explored.

Separate panel discussions explored sharing best practice on the regeneration and placemaking of Norfolk's market towns as well as opportunities for business and skills support.  

Breckland Council highlighted the successful placemaking projects that had taken place in Swaffham town centre where shopfronts and prominent buildings, including the Georgian Assembly Rooms, have been regenerated thanks to the High Street Heritage Action Zone.

North Norfolk District Council cited the series of improvements made to the public realm in North Walsham's town centre through the same funding programme, including the restoration of key gateways, improvements to the marketplace, and refurbishment of the Grade II listed former council offices.  

Delegates also heard about how the historic market town of Melton Mowbray took advantage of its vibrant food and drink sector to promote itself as a 'rural capital of food' to reverse declining town centre and falling visitor numbers.

Lee Byrne, Assistant Director Regeneration at Melton Mowbray Borough Council, told the conference how the Leicestershire town had learned lessons from previously unsuccessful bids to secure £12m from the Levelling Up Fund towards a food and events hub and the refurbishment of its theatre.

Councillor Fabian Eagle, the Cabinet Member for Economic Growth at Norfolk County Council who came up with the idea for the conference, told delegates they must look at how they "brand and present" their market towns to potential customers and visitors. 

"We may have been guilty of spending too much time looking inwards, rather than at other places around the country and how they have used what they have got to promote themselves," he said. 

"I accept each one of our 22 market towns faces its own challenges and difficulties, but I believe that if we channel our energy in a positive way, I believe we can achieve a lot. Rather than being afraid of failing, let's try out an idea and see if it works."
 
Chris Starkie, Director of Growth & Investment at Norfolk County Council, pointed to a range of funding and other initiatives launched to support local businesses and organisations, such as Crowdfund Norfolk, Love Your Market Town, and Go Digital. Businesses in Breckland could also get skills support via Boost, which helps people aged 16-30 get into work or develop their careers.
 
Mr Starkie said: "To reflect the needs of modern business and a changed business landscape, we need to reimagine our urban centres and market towns. One of the actions in our Economic Strategy is to provide SME support for digital transformation, helping them understand which digital tools they should adopt to improve their services and levels of productivity. We also want to proactively encourage innovation and help unlock funding for R&D.

"One of the county's council's ambitions is to ensure that future economic growth benefits all our residents, reducing health inequalities and driving up wages. And to do this we will support all our communities to gain the skills they need to access and stay in employment."

Love Your Market Town recently provided support for the West Norfolk Seasonal Food & Drink Festival in the coastal town of Hunstanton, which has grown over three events to draw in large crowds, according to Mark Kacary, owner of The Norfolk Deli. "You need an idea that makes you stand out from the crowd and what makes Hunstanton different is we are next to the sea," he said. 

Candy Richards, Development Manager in East Anglia for the Federation of Small Businesses, said Norfolk was "leading the way" in supporting the development of its high streets" and cited Swaffham as an example.

High streets are about much more than transactions, they can "deliver an experience", and the FSB's recent report 'The Future of the High Street' showed people want vibrant mix of independent businesses, along with marketing and promotion of the area, better transport and infrastructure, she said.

To find out more about the business support services available in Norfolk, you can visit the Norfolk County Council website Business section.