Overall Framework: From Vision to Strategy
The Vision for Durham requires strategies for each of the main activities that happen in the City centre, strategies rooted in deliverability but aspirational in terms of the potential transformation of the appearance and performance of the City centre.
Each is a statement of potential and of intention. The Vision for the City centre is clear. The strategies are the means by which the Vision can be operationalised, relating aspirations to real buildings, sites and spaces within the City centre.
These strategies will cover the following 13 themes:
- A Strategy for City centre Employment
- A Strategy for Traffic and Transport
- A Strategy for Reshaping the City centre
- A Strategy for Shopping
- A Strategy for Residential Development
- A Strategy for the University
- A Strategy for Leisure, Entertainment and Visitor Development
- A Strategy for Iconic Development
- A Strategy for “Modern Jewels”
- A Strategy to Manage Lighting the City centre
- A Strategy for Walking
- A Strategy for Wayfinding and Signage
In parallel to these 13 strategies, all of which have physical implications requiring the support of strong planning policies with the benefit of public consultation, other complementary strategies are being developed. These will be implemented by the Durham City Partnership, working alongside other key local stakeholders.
Although not part of the statutory consultation process, these strategies will be developed in a truly inclusive way. The ideas will be publicised as they unfold, offering plenty of opportunity for local people to have their say and to get involved.
A Strategy for Town Centre Management: Injecting new energy into City centre businesses and their representative organisations, based on clear plans, more sustainable funding streams, and a genuine partnership between the private, public and community sectors.
A Strategy to Promote City centre Entrepreneurship and Customer Service: encouraging a vibrant independent retail and leisure sector, catering attentively to local people as well as visitors. The strategy will champion local traders, both existing and potential; and it will initiate new commercial opportunities.
A Distinctive Programme of Arts and Events: coordinated with key city organisations and groups, attracting a varied, high quality range of ‘cultural’ activities to suit Durham’s many different user groups worthy of attracting funding and
sponsorship from regional and national funders.
A Strategy for the Necklace Park: built from the community on place and space, needs and opportunities, citizen – landowner – stakeholder collaboration helping all to find and use the opportunities, this strategy addresses key issue of environmental sustainability, youth engagement and notions of citizenship.
A Strategy to Build, Communicate and Market the Durham ‘Voice’: to the press, visitors, investors and its own citizens; growing the Durham City Experience “brand” with key creative involvement from it’s the community and businesses, and making this a foundation for the innovative marketing and over-arching communications strategy necessary to sustain the Durham City “Story”.
