annual report 2009 / 10
the style mile
To ensure Glasgow city centre retains its position as a top retail and leisure destination in the UK, the style
mile was launched in August 2009.
The style mile is a partnership between business and public sector agencies – co-ordinated by Glasgow
Chamber of Commerce and Glasgow City Council - to proactively deliver activities that promote the retail and
leisure offering in Glasgow city centre aiming to drive footfall and enhance the visitor experience.
In the style mile there was a number of new and exciting developments in 2009
1st phase of the £100m St Enoch Centre redevelopment opened
Large entrance facing onto Buchanan Street
Home to the first Hamleys in the UK outside of London
Redevelopment of St Enoch Square
the style mile
H&M increased its presence in the city centre with a flagship store opening in Buchanan
Galleries, a new store opening in the St Enoch Centre and the first Cos store in Scotland is to
open soon in Princes Square
Other exciting brands arrived to the city centre including GIVe, Belstaff and Folli Follie
delivery – generating additional city centre footfall p5
delivery – enhancing the city centre p6
delivery – training and jobs access p9
delivery – safe and clean p9
delivery – navigation and access p9
2010 - 2012 priorities p11
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2 style mile
The city centre is the jewel in the retail crown and commercial heart
of Glasgow, delivering a strong contribution to the economic growth
of our city and country.
With the substantial private sector retail developments that are
progressing, Glasgow City Council is committed to working with the
private sector to maximise the attractiveness of our city centre.
Since the launch of the style mile in August 2009, there have been
focused efforts by the partners involved to deliver clearly added value
to the city centre. Initial projects have included the introduction of
city centre ambassadors, identity branding, winter lighting and focused
marketing and events activity.
I am confident that as the project continues, in partnership, we will
further enhance Glasgow city centre to make it the most enjoyable
shopping experience for those visiting the top retail destination in the
UK outside of London.
Executive Director of Development and Regeneration Services
Glasgow City Council
3 style mile
4 style mile
There is a strong collaborative approach towards growing the retail and leisure sector in Glasgow
Key retail and leisure operators work in partnership with Glasgow City Council, Glasgow Chamber
of Commerce, Glasgow City Marketing Bureau and Glasgow Community and Safety Services to
utilise business expertise and deliver activity that strengthens and develops the attractiveness of
the city centre and improves the visitor experience.
Glasgow Chamber of Commerce facilitates private sector working with the public sector agencies
to strategically develop projects that will optimise the use of existing resource and deliver services
that generate clear additional benefit to the city centre.
Since the launch of the style mile, a number of valuable projects for the city centre have been
delivered, such as the ambassador programme, a new winter lighting programme and promotional
collateral including the style mile website and shopping guide.
Going forward, those involved in the project are committed to enhancing and promoting Glasgow
city centre to ensure we maintain our position as a top retail and leisure destination.
Managing Director, John Lewis Glasgow
Chair of the style mile
The steering group for the style mile project :
delivery – generating additional
city centre footfall
The style mile is the brand for Glasgow city centre’s retail and leisure
sector and marks the prominence of the city centre as a key visitor
destination. The branding is the first step in building an attractive and
The launch of the brand received considerable interest from local
and national media and from industry specific publications Vogue and
marketing and promotion
To drive consumers to the city centre during key seasonal periods, the
style mile, in partnership with Glasgow City Marketing Bureau, has
delivered a targeted and comprehensive series of marketing campaigns
that reinforce the strength of the Glasgow city centre experience.
Christmas wrapped up 2009
12 November to Christmas day (to support key trading period)
Leveraged £850,000 in value from a spend of £300,000
Significant contributions from private sector outlining the clear
value add of the campaign
Utilised many media channels including: TV; radio; outdoor
advertising; press and online
streets ahead for SALES
Support trade post key festive period
Many media channels including: TV; radio; outdoor advertising;
press and online
Throughout 2009, the style mile
worked in partnership with city
agencies to maximise the economic
benefit of events and other city
activity. For events including
Homecoming 2009, Glasgow Film
Festival, the Queen’s Baton Relay
and Santa Dash, retailers worked
with agencies to help promote the
events and to offer incentives for
consumers to extend their stay in
the city centre.
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6 style mile
delivery – enhancing the
Your FREE guide to style in the city
city centre retail and leisure guide
To help visitors navigate around the style mile and wider city, a city
centre retail and leisure guide was produced to showcase Glasgow’s
leading retail and leisure district. The guide was developed by engaging
directly with retailers in the process.
Over 100,000 guides were distributed from an extensive range of
touch points including: transport hubs, shopping centres, the tourist
information centre, retail and leisure operations and on the street
from the city centre ambassadors.
The guide will be refreshed regularly to reflect new additions to thee
retail and leisure offer.
Copies are available by emailing email@example.com
To provide businesses in the area
with a regular update, a quarterly
newsletter has been established
to raise awareness of city centre
activity and to encourage business
The newsletter is delivered by the
city centre ambassadors to over
600 retail and leisure businesses
in the style mile and reaches a
wider audience through email
city centre ambassadors
Glasgow Community and Safety
Services’ community enforcement
officers have become ambassadors
for the style mile. To equip them
as ambassadors for the city
centre, a training programme was
developed and delivered which
focused on customer service and
enhanced local knowledge.
The ambassadors offer an extra
service to city centre visitors
and enhance their experience
by ‘helping and directing’ them
around Glasgow while still carrying
out their existing enforcement
Welcome to the spring edition of Newsfile. Providing retail and leisure businesses with a
quarterly update on city centre activity.
Glasgow City Marketing Bureau joined forces
with the city’s major retailers on the style mile
and other key partners to ensure that the city’s
shopping crown shone brighter than ever through
the ‘Christmas Wrapped Up’ campaign. Buchanan
Galleries, St Enoch Centre, John Lewis, Frasers,
Princes Square, Debenhams and Marks & Spencer
worked with Glasgow City Marketing Bureau,
Glasgow Chamber of Commerce and Glasgow City
Council for Christmas 2009.
Buchanan Galleries experienced an encouraging
festive period. The centre saw a difference in
spending last year with more shoppers spending
earlier in the lead up to Christmas to spread
the cost but keeping some money aside for the
January sales which also generated strong footfall
The St. Enoch shopping centre broke all previous
footfall records since opening its new extension
at the end of November, reaching up to 500,000
shoppers a week in the run up to Christmas.
John Lewis reported record-breaking sales, with
the Glasgow branch beating the same week last
year at around an average of 9% in the three
trading weeks before Christmas.
Following on from the success of Christmas
Wrapped Up, the Streets Ahead for Sales campaign
was launched to drive footfall into the style mile
continuing the marketing support activity.
Issue 3, Feb 2010
style mile businesses get
their very own iPhone app!
As part of the city’s support of the style mile,
a free iPhone app has been developed that will
give iPhone users fingertip access to the latest
information and offers.
The app is unique as it provides iPhone users with
real-time updates about offers on the style mile.
Launching late March, the app will be supported
by a comprehensive PR and marketing campaign
to attract media interest and encourage user
The style mile app includes Google mapping; search
function; A – Z listings; latest offer information;
phone and web links; link to what’s on and travel
Getting involved with the style mile app is free and
you can use the app as an ongoing tool to promote
your latest offers, sales and news.
For more information contact Ursula Ketterer,
firstname.lastname@example.org 0141 566 0861.
If there is additional information you would like to see included, please email email@example.com
To ease the process of highlighting environmental issues, a ‘one stop’ contact point has been launched for
city centre businesses at firstname.lastname@example.org or by calling 0141 287 7207.
This one point of contact allows businesses to report an issue and then receive regular updates on progress
to completion without needing to navigate multiple council departments or agencies. The service has been
well utilised by businesses to report issues since its August launch.
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The style mile worked with the winterfest
team in 2009 to increase business benefit from
city events. Opportunities were identified
to raise awareness of the festival and to
promote the city centre retail and leisure
offer, leading to additional city economic
benefit. 2010 will see a consolidation of the
various winter and Christmas campaigns.
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As a pilot initiative to add to the vitality of the city
centre during late night Thursday shopping, the
style mile delivered street entertainment, lighting
displays and special events every Thursday from 12
November to Christmas.
To illuminate the commercial centre of the city during the winter
period, investment was secured to develop and install the first phase
of a new winter lighting programme, enhancing the attractiveness of
the area for visitors.
In 2009 / 10 the concentration of spend was Buchanan St with some
spent on Argyle St. In 2010 / 11, the second phase will focus on the
completion of Argyle St and enhancement of lighting in Sauchiehall
vacant units initiative
Vacant shop units present a negative image
of the levels of activity in a town centre. In
the style mile, vacant units have been utilised
to display the work of prominent artists while
new tenants are sought.
This initiative adds to the attraction of the
unit for letting and to the general vibrancy and
attractiveness of the area.
In the period May to October 2009, vacancy
rates in the style mile fell by almost 19%.
delivery – training and jobs
delivery – safe and clean
The style mile has worked with agencies to ensure the ongoing
proactive delivery of Clean Glasgow and Safer City projects
within the city centre and have assisted in the promotion and
use of their services amongst the business community.
Ongoing engagement with the Retail Academy (Buchanan Galleries), St
Enoch working (St Enoch centre) and other training / employment agencies
to promote their services and maximise retailer participation.
The style mile team has also initiated a regularly programmed walkround of the style mile with relevant
Glasgow City Council departments to monitor and report issues that would impact on the visitor
Ongoing engagement with Glasgow West Regeneration
Agency and associates in the feasibility study on the
potential of a shopmobility scheme in Glasgow.
The programme is aiming to pilot with St Enoch
Centre and Buchanan Galleries by April 2010.
delivery – navigation and access
visitor signage and wayfinding
The style mile worked with Glasgow City Council departments during the
development and implementation of new city signage and wayfinding to ease
navigation in Glasgow city centre and the wider city.
The new signage, supported by the style guide, concierge maps and the
introduction of the city centre ambassadors, considerably eases navigating the
city centre for consumers.
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2010 - 2012 priorities
The style mile will continue to build on momentum and deliver projects that align with the style mile
objectives and promote and enhance the city centre in 2010 - 12.
Generating additional city centre footfall
Retail inward investment strategy Development and delivery of a strategy to protect and
enhance Glasgow’s position as a leading retail and
Branding and marketing strategy Implementation of a comprehensive marketing and
branding strategy for the style mile
Review of the style mile Feasibility study into optimal trading hours for the style
mile and a review of activity (Hogmanay and German
2014 retail engagement Initiate development of a strategy to ensure retail
and leisure engagement and benefit from the 2014
Enhancing the city centre
Events programme Development of a comprehensive events programme
for the area
Street policy Consultation and development of a co-ordinated
policy for the style mile to include street entertainment,
promotions and other activity
Newsfile Continued production of a quarterly newsletter for retail
and leisure businesses in the style mile
Ambassador programme Following the successful pilot, the next phase of the
programme will be delivered
Winter lighting Implementation of phase 2 of the winter lighting
Argyle St Reconfiguration of Argyle St including feasibility study
of market to provide food and drink offering
Vacant units Relaunch of initiative to improve appearance of vacant
retail units in city centre
Training and jobs access
Retail recruitment and training Promotion of existing activity to enhance training and
Safe and clean
Clean Glasgow and Safer City Increase profile of existing services and encourage
Navigation and access
Accessibility to city centre Increased promotion of travel options to city centre
Shopmobility Scheme to be launched for city centre
Retail shuttle bus Feasibility study to be conducted
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12 style mile
For further information on the style mile contact
City Centre Initiatives Manager
Glasgow City Council
229 George Street
0141 287 7207