At the Roadmap to Revival event earlier this month, JDM revealed their Aberdeen Retail and Property Strategy Report presenting new method to bring back the city centre.
For years now, Aberdeen’s city centre has been in decline, with 44,000 square feet of retail space becoming vacant since the pandemic.
But Jonathan De Mello and Louis Brewer envision a brighter future for the granite city.
Founder and CEO of JDM, De Mello has over two decades of experience consulting in retail.
Along with director Brewer, they have been advising public sectors and retailers on how to maximise their potential across the UK.
So what does his plan entail?
Catchment Areas
Aberdeen is uniquely positioned up north but has a catchment of around 740,000 people.
This number represents people who are willing to come to Aberdeen city centre from further out.
Driving from Lossiemouth to Aberdeen may be less appealing than driving from Portlethen, but both have potential to give their custom to Aberdeen.
But the key group for spending in Aberdeen lies within 15 minutes of the centre, a catchment of roughly 200,000 people.
Within that, there are many different demographics.
Understanding and meeting these specific needs will be crucial.
Tackling Targeted Areas
Aberdeen has a population with large amounts of students, out skirting affluent neighbourhoods, as well as urban workers.
To do this, the JDM report suggests segmenting the centre into purpose focused zones, to utilise space and direct footfall.
The Union Division
One of the biggest issues overall is connecting Union Square.
The first obstacles are the bus gates, which can discourage drivers, and intimidate those inexperienced in navigating Aberdeen
Secondly, these roads also deter shoppers are on foot, with Guild Street separating Union Square with a flow of traffic.
Finally, the infamous trek up to Union Street. Whether it’s the stairs in Trinity, the Green, or steep pavements, elevation makes Union Street feel like extra hassle.
Filling Vacancies
JDM highlights another key issue throughout city centres: the loss of anchor stores.
These are large store that attracts the majority of customers; think Debenhams in Trinity.
Due to the shift online, many of these department shops left their centres.
This left smaller stores that relied on footfall from these bigger outlets to close too
Filling these department outlets is high on the list in the retail plan, as well as units in general.
But uncooperative landlords, as well as enticing larger brands, can be hurdles in creating occupancies.
Units can sit empty for years, with little renovation.
Various grants and schemes have been introduced in an effort to create more occupancies in targetted areas.
It’ll take work by the council, property management and the local people, to help Aberdeen to regain its retail standing.
