wrexham county borough
economic prosperity strategy 2012-16
Every life is precious. Built on a million experiences over a million spots of time. Who we are is already written, but who we become is a blank page to be authored by the hand fate deals us. Because we are what we experience. The environment we live in, the opportunities we’re given, the achievements we attain. Ultimately, these things are the hammers and anvils that will shape the person we become. Keep this thought in mind. We’ll return to it later.
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contents introduction
4
trendspotting
8
make it happen
12
outcome 1
16
outcome 2
20
outcome 3
26
wrexham tomorrow
32
how will we deliver?
38
who will we work with?
40
3
4
introduction this document has a purpose There are 40 pages in front of you. Your time is precious. You ask yourself a question: “Do I really need to read this?” Yes. Definitely. And this is why. The world is changing. If you don’t evolve, you become obsolete. Then you become extinct. Over the years, the council’s economic development function has evolved in tune with the changing needs, ambitions and expectations of Wrexham. The purpose of this document is to re-evaluate the economic circumstances and conditions affecting the county borough today, the expectations of our partners and communities, and to evolve our services and objectives to match. It’s about staying relevant and being effective in a changing world.
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controlling our destiny Everyone has ambition. Only some have ambition worth having. Wrexham County Borough has always been a place focussed on the future. Dedicated to pushing itself and the world forward. It’s one reason local government here became engaged in economic development long before it was fashionable. It started 30 years ago, when the council was driven to intervene in the local economy as traditional employers – the coal mines, brick works, breweries and steelworks – started to close, shedding thousands of jobs in the process. We had to help people find work. And even then, the council understood an important equation. Investment = employment, employment = wealth, wealth = quality of life, quality of life = investment. It’s that simple.
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We stepped in with our modest cheque book,
up, high street spending is down and fragile
buying up closed-down factories and derelict
economies are flat-lining or worse.
sites and turning them into attractive offices and industrial units in a bid to attract new industry and energise local entrepreneurship. It was a risky strategy.
The need to intervene and guide the development of our local economy – to be masters of our economic destiny – has never been more crucial.
But it paid off. Inward investors both from overseas and across the UK chose to go with Wrexham, with attractive loans, grants and a passionate sales pitch from the council often sealing the deal. JCB, Sharp Manufacturing, British Encoder, Isringhausen, Brother Industries, HOYA and many other British and overseas investors decided their futures were here.
this is the world today
If we want the quality of life here to remain at its current level, we need to attract a new wave of inward investment.
we are nothing without friends Few things in life are a solo effort. This is a council-led document that will shape the services we deliver, but in the modern age, effective economic development can no longer be about councils working on their own. Many other organisations and stakeholders influence factors that attract or deter investors.
Now, 30 years later, the world is struggling again and fresh challenges are staring us hard in the face.
We recognise this. It’s why we involved businesses, education agencies and other external partners in developing this strategy.
Many businesses are trading in an incredibly tough environment, unemployment is on the
we need to work together 7
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trendspotting Predicting tomorrow has been a profession
In fact, we’ve already identified a number of
for hundreds of years. From crystal ball gazers
key economic development issues that
to tabloid astrologers.
councils across North Wales might tackle together.
But a new breed of corporate clairvoyants or ‘trend-spotters’ - are being paid to help
These include inward investment, youth
forecast the future by investors looking for
unemployment, workforce skills development,
any edge they can get in predicting market
social enterprise and new business starts,
trends.
tourism, rural development, supply chain development and tapping into European
From the impact of climate change to
support.
immigration to politics. It’s also possible that the ‘local enterprise Here’s our take on things. Nobody can
partnership’ (LEP) model being tested in
predict the future, but - if you’re switched
England could be adopted across the UK in
on - you can make an educated guess.
future. The approach relies on formal public-private sector partnerships to deliver
We’ve already suggested that we’ll need to
economic growth.
work with other organisations in Wrexham from the university to health services, and
We’re not predicting how we’ll work in the
from big multi-national corporations to local
future, but we’re in tune with how things
businesses.
might change. And when change comes, we’ll be driving it.
We’re also working with other councils on a much more formal footing now.
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the energy of our economy Sure. We’re in difficult times. But Wrexham County Borough has a huge amount going for it. Try this:
power A growing foothold in the sustainable energy sector - one of the industries of the future. Our Sharp Manufacturing plant is being cited as one of the biggest and most advanced photovoltaic centres in the world, capable of producing up to 1.8 million solar panels a year.
intelligence One of the fastest growing student populations in the UK and a university that’s pushing the boundaries of business and innovation. Research suggests Glyndwˆr graduates are among the most employable in the country.
growth A tourism economy worth £84.39 million a year and growing. The catalyst for this growth? Pontcysyllte Aqueduct and Canal one of Europe’s newest World Heritage Sites and an iconic symbol of Wrexham’s innovative heritage and DNA.
lifestyle A phenomenal growth in retail floor-space
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(450,000 sq ft since 2008) that’s helped lure quality retailers like Debenhams to the area and convince big players like Marks and Spencer, Next and a myriad of national fashion chains to up their presence here with newer, bigger premises.
belief A 5% increase in population between 1999 and 2009 (compared to 3.4% across Wales). More people are choosing to live here.
innovation Wales’ third biggest hospital is at the cutting edge of medical research and helping to develop the healthcare of the future. In 2010, there were 135 projects involving patient trials, development of medical devices and treatments.
drive A multi-million pound road scheme, due for completion in 2012, that will dramatically improve access to Wrexham Industrial Estate a leviathan that’s home to over 7,000 workers and around 300 businesses.
position One third of the UK population and half of the British manufacturing industry within 90 minutes’ drive. Plus the UK’s third biggest airport - Manchester International - and the
global shipping port at Liverpool within 45 minutes. Wrexham is connected.
ambition Plans to transform the ‘Western Gateway’ (next to Wrexham Technology Park) into a flagship, mixed use business development continue to gather pace.
opportunity 100 community groups, 1,000 volunteers and 2,000 community learners. Wrexham is a place where people can shape the communities they live in and develop their personal skills and experience.
So if everything is so great, why get involved in developing the economy? Why don’t we all just go home, job done? Well, we can sum it up in one word. ‘Ambition.’ We could sit back and say to ourselves ‘Relax. Things are OK. Take the foot off the gas.’ But the world would move on, so would our competitors and five years from now we’d be left wondering what happened. Like the athlete who wakes up one day to realise they squandered their gift. Ambition delivers progress.
ambition releases potential 11
investment
quality of life
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make it happen To quote an old shampoo commercial, ‘here’s the science bit’… We like equations because they explain things. Simply. Logically. In the introduction, we mentioned a formula we’ve been working to for a long time in Wrexham County Borough:
employment
wealth
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Let’s look at this a little more deeply. To attract investment, you have to create an environment where people want to invest. Translation: build the right place. To help investors locate and grow (and create jobs), you have to provide the right support. Translation: work with businesses. If local people are going to take advantage of job opportunities (and increase their wealth), you have to give them the skills and knowledge. Translation: help people open the doors they want to open. Finally, greater collective wealth increases quality of life, which helps create a place where business will want to invest. And the cycle continues.
the trick is turning theory into reality 14
So to make this formula work, we need to focus on three inter-related things: place, business and people. But there’s something else. Profile. Wrexham has evolved massively in the past decade or so, but perception hasn’t always kept pace with reality. The world doesn’t always recognise the things we’re good at. We don’t even recognise them ourselves.
of Wrexham the place, Wrexham the business environment and Wrexham the people. So there you have it. The theory. It’s all simple stuff and we’re not the first to recognise these links. The trick is turning theory into reality. This strategy outlines how - with the help of our partners - we intend to do that.
It’s time to find our voice. To raise the profile
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outcome 1 Wrexham County Borough is a place where people want to live, work, visit and invest. why is this important? The most important question in life is ‘why?’ Why are we here? Why do we feel this way? Why are we doing this?
But to do this, we need to build the right physical environment and the right image or ‘profile.’
So we have to ask ourselves why is it important that Wrexham is a place where people want to live, work, visit and invest? Here is the answer.
And we need to act now. We don’t have enough of the right land or buildings to attract premium employers. We’re not capitalising on the potential of the tourism pound. We’re not shouting loud enough about the county borough as a place to live, work, visit or invest.
The more people we can persuade to build their lives, pursue their ambitions or spend their money here, the wealthier the county borough will be and the greater the quality of life for everyone.
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what are we going to do? So what’s the plan? How are we going to build this environment or create this image?
With our partners (remember what we said.... few things in life are a solo effort) we will:
physical environment Push forward plans to develop the Western Gateway into a low-carbon, mixed use business park, helping to attract hi-spec employers. Because premuim companies will bring premium jobs. Continue improving and regenerating key business, community and residential buildings, including properties in Cefn Mawr through the Townscape Heritage Initiative and National Lottery funding. Historic buildings made fit for the modern world.
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Develop a strategic approach to re-energising key sites and buildings. Everyone needs a plan. Enhance visitor facilities and infrastructure around Pontcysyllte Aqueduct and Canal. When you visit a World Heritage Site, you expect a world class experience. Create a ‘destination management plan’ that will help us make Wrexham an even better place to visit. There’s money to be made from tourism.
profile Image isn’t everything. Substance counts. But if you don’t manage your customers’ perceptions, eventually they’ll misunderstand you. And then you’ll fail.
Capitalise on the marketing potential of the World Heritage Site, increasing visitors and raising the profile of Wrexham on the back of its most iconic symbol.
Building the right image will be just as important as building the right physical environment.
Build confidence in Wrexham by selling our success stories. The business-people that are world-beaters. The researchers that are pioneers. The volunteers that are changing lives. These are the people that epitomise why the county borough is a great place to live, work, visit and invest.
With our partners we will: Build Wrexham town centre’s reputation as one of the region’s top shopping and urban leisure destinations. Sell the lifestyle.
how will we measure success? Indicator
Measure
Baseline
Target by 2015-16
Investment in physical regeneration
Annual assessment of total known investment
£506,806 (2010-11)
£5 million
Property demand
Average house prices
£120,161 (Feb 2011): £737 below Wales average
Bring in line with Wales average
Visitor numbers
Annual economic impact findings
1.64 million (calendar year 2010)
1.9 million
Visitor spend
Annual economic impact findings
£84.39 million (calendar year 2010)
£95 million
Town centre footfall
Annual pedometer counts
To be established in 2011-12
Annual % increase
Town centre voids / vacancies (e.g. empty shops)
National retail void data
To be established in 2011-12
To be established after baseline
Town centre car park usage
Collation of private and public sector parking data
To be established in 2011-12
To be established after baseline
Confidence of town centre businesses
Bespoke surveys
To be established in 2011-12
To be established after baseline
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outcome 2 Wrexham County Borough is a place where businesses can locate and grow. why is this important? Think back to our equation and the link between attracting investment and driving up employment, wealth and quality of life. Persuading companies that this is the right place to set up or grow their business is crucial to creating jobs, putting money in people’s pockets and increasing their quality of life. And there’s work to do. 30% of the council’s commercial property is empty. Offices, warehouses and factories gathering dust, instead of making money.
There are 4,585 businesses in Wrexham today - 816 less than in 2005. And just 6.4% of the population is selfemployed, compared to 9.4% across the UK. As a barometer-reading for ‘start-up on your own’ entrepreneurship, it’s not that great. Basically, we need more employers and self-employed. But to persuade businesses to invest here and encourage entrepreneurship, we need to create the right business environment. And the right image.
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what are we going to do? So what’s the answer? How are we going to get there?
With our partners we will:
business environment
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Develop relationships with strategically important businesses. We need to be on first-name terms with these people.
encouraging ‘supply chain’ opportunities and links between businesses. Sometimes it’s who you know.
Provide commercial property that meets the needs of local firms, start-ups and investors from elsewhere in the UK and abroad.
Encourage entrepreneurship, business start-ups and ‘indigenous growth’ by developing tailored packages of support. This includes helping social and community enterprises.
Help businesses and training partners identify skills-gaps and work with colleges to extend the training they can offer. Sometimes it’s what you know.
Adapt our commercial premises and land so that it meets the needs of developers and businesses, driving up occupancy on our industrial estates.
Help firms increase their turnover, profit and sustainability by
Work with business groups and other partners to review our markets,
ensuring they’re fit for purpose and playing their part in a diverse and attractive shopping offer. Rachel Clacher.
Support activity that will make getting to and around Wrexham town centre even easier - by road, rail and on foot. Support the independent shops that give the town centre its charm. We don’t just want them to survive. We want them to thrive.
A business that located here. And grew. “What’s the secret to our success? The answer is simple; it’s our people. We based ourselves in Wrexham and remain committed to the town...” Rachel Clacher is co-founder of the awardwinning Moneypenny. Since its birth in 2000 the company has grown to become one the UK’s leading professional call-answering providers, employing more than 250 staff handling 6.5 million calls a year.
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profile First impressions count. And where you come from is a key factor. If your business is based in a town perceived as average, it too will be perceived as average. If your business is based in a town that’s perceived as happening and ambitious, it too will be perceived as‌ You know how it works. So again, selling the right image to attract investment and entrepreneurship is a make or break objective.
With our partners we will: Sell the opportunities available through our government-funded Strategic Business Parks project and Rural Development Plan. Grants, mentoring and other carrots to lure investment here. Target our marketing to attract high quality businesses wherever we can. Like we say, premium employers bring premium jobs. Build closer links with politicians, civil servants and other key people in central government with the ability to
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influence overseas investors. The movers and shakers who are selling the UK to China, India and the rest of the world. Ensure the county borough is seen as a buzzing place for commercial property investment and development. Exploit existing overseas relationships between Wrexham and the Asian Tiger economies, including academic and research links.
how will we measure success? Indicator
Measure
Baseline
Target by 2015-16
Number of business start-ups
Start-ups assisted by WCBC
30 (2010-11)
60 per annum (300 in total)
Investment interest
Inward investment enquiries
100 (2010-11)
150 per annum (750 in total)
Commercial property occupancy
% of WCBC commercial property occupied
68% (2010-11)
90%
Investment
% of investment enquiries converted
5% (2010-11)
5% per annum (represents an increase if enquiries increase)
Number of recorded businesses
Total known businesses
4,585 (2010-11)
Higher % increase than national average
did you know? 5% of the population in China with the highest IQ is greater than the total population of the UK Translation: they have more gifted and talented students than we have students. The world is changing. (Source: Shift Happens. You can find this video on www.youtube.com)
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outcome 3 Wrexham County Borough is a place where people can prosper as individuals and within their communities. why is this important? Ultimately, this strategy is about one thing: people. It’s about creating opportunity and giving people choices. Because without choice, there is no say in who we are or what we become. Like we said at the start of this document… We are what we experience. Employment is one of the key factors influencing the modern human experience. Employment puts money in our pockets. Money opens doors. But to take advantage of the job opportunities out there, you have to have the skills and experience employers demand.
Wrexham’s overall rate of unemployment compares well to national averages, but scratch below the statistics and you’ll find problems. Youth unemployment is a major worry. We’re not talking about a ’lost generation’ yet, but it’s higher than average in most of our communities. The gap between the poorest and average households is wide, and widening. We need to reverse the trend by increasing incomes and reducing household costs. To make the county borough a place where everyone can prosper, we have to give people and communities the skills and confidence they need to make the choices they want to make.
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what are we going to do? With our partners we will:
people and communities Develop and deliver a plan to reduce ‘worklessness.’ We’ll do this by building on the things we’re already doing well together and providing coherent, streamlined services. Construct and deliver an action plan to tackle financial exclusion, helping people on low incomes manage their money better by tapping-into mainstream financial services that many of us take for granted - basic bank accounts, affordable credit and
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savings accounts, financial advice and so on. Help individuals and communities develop their skills by increasing activities that foster participation, learning and volunteering - particularly in our most deprived communities. Encourage youth enterprise and entrepreneurship in our rural communities through schemes like the Rural Development Programme.
profile OK. We want this to be a place where people and communities can prosper. But it’s not enough to provide services that can help people realise their potential. We’ve got to make them believe in the possible. To show that the county borough really is a place where we can all be the architects of our own futures.
And the more local people and communities believe - the more confidence they have in Wrexham - the more they will do to sell it to the outside world.
“Wrexham has given me choices. It’s helped me be what I want to be. This is a good place to live.”
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With our partners we will: Use the achievements of individuals and communities to show the county borough is a place of opportunity that helps people get what they want from life. An aspirational place for aspirational people. Help social enterprises and community groups develop their marketing and communications techniques. Use case studies to bring to life the support and services on offer. If family x reduced their household costs and increased their income by doing x, y and z, we can use their experience to encourage take-up.
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how will we measure success? Indicator
Measure
Baseline
Target by 2015-16
Youth unemployment
% of youth unemployed (aged 1824 years)
32.9% (Aug 2011): compared to Wales average of 34.9%
Remain below Wales average / reduce local pockets
Economic inactivity
% people aged 16-64 claiming Job Seekers Allowance
3.9% (Aug 2011): compared to Wales average of 4%
Remain below Wales averages / reduce local pockets
% claiming incapacity benefit
8.1% (Feb 2011): compared to Wales average of 9.5%
Remain below Wales averages / reduce local pockets
Increase in household incomes
Average household earnings in 25 most deprived communities in Wrexham
71.8% of the average Wrexham household income (Mar 2011)
Increase incomes by 3.5%
Reduction in household costs
% of households in fuel poverty
26% (2008 calendar year)
1%
% of people earning less than ÂŁ15k per annum with a mainstream bank account
28.3% (2009 calendar year)
2% increase in bank account take-up
Groups supported, adults volunteering and adults in community learning
100 groups, 1,000 volunteers and 2,000 community learners (Sep 2011)
10% growth across all three
Capacity of community sector to contribute
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wrexham tomorrow Everyone needs a ‘thing.’ A talent or skill they’re known for. A quality that sums up what they’re about.
What are we good at? What do we believe in? What do we want to be known for? Here’s a suggestion. Innovation.
Big corporations have their own thing. They call it ‘core ideology.’ It’s basically a value or purpose (or both) at the heart of a company’s thinking. Take Sony. In the 1950s, the technology manufacturer decided it wanted to be a pioneer in its field, not follow others, do the impossible and encourage creativity. It’s still living by those values.
We could position the county borough as a forward-thinking, genetically innovative place. Why? Because we play our part in pushing the world forward with new ideas, technology and research. It’s in our blood. And we’re good at it. Don’t believe us? Here’s a taster.
So what’s Wrexham’s thing?
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past John Wilkinson patented new cannon-boring techniques that revolutionised warfare (Nelson took them to sea on HMS Victory). Methods pioneered by Thomas Telford at Pontcysyllte (still the highest navigable aqueduct in the world) influenced engineering on a global scale. Civil engineer William Lowe lived in Wrexham and drew-up the first realistic plans for a channel tunnel. Brilliant engineer. Bad businessman.
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present Glyndw ˆ r University is helping to penetrate the mysteries of the universe by developing mirrors for the world’s biggest telescope. The university is working with researchers at Wuhan in China to push bio-engineering frontiers. In 2010, Wrexham Maelor Hospital oversaw 135 projects involving patient trials, new devices and treatments. We’re developing the healthcare of the future. The county borough is plugging the world into the energy of the future through the Sharp Manufacturing plant at Llay - cited as one of the biggest and most advanced producers of solar products globally.
Over 3,000 council homes are being fitted with solar panels, saving around 3,000 tonnes of CO2 emissions a year and helping to lift people out of fuel poverty.
This is just the tip of the iceberg. There’s more. Much more. And what about the future? It’s there to be written, but with pioneering companies like Cytec, Nu Instruments, Sharp and others on the scene, a university that’s in tune with the modern world and other forward-thinking organisations, you can guarantee Wrexham will still be innovating 20 years from now.
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so what is wrexham tomorrow?
the voice of wrexham tomorrow
Let’s summarise.
We’ll embrace modern and futuristic marketing ideas and language to engage our audiences. Wrexham will be a forwardthinking place with a forward-thinking voice.
We’re talking about positioning the county borough as a creative, forward-thinking ‘place of the future’ by threading a message of innovation through everything we do. Our marketing. Our events. Everything that raises the profile of the county borough. Innovation will be our ‘thing.’
This is really important. In the world today - where every man and his dog is ‘tweeting’ - we’re drowning in white noise. Everyone has a voice, but not everyone gets heard. You have to say things differently. Stand out. Be counted.
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guiding principles of wrexham tomorrow courage - cheek - innovation Look to the global marketing visionaries and innovators of the private sector. Be inspired by private sector bravery. Not public sector caution.
hello world
logic - vision - strategy Underpin style with substance. Use modern communications methodology that tunes marketing output into helping achieve organisational business objectives (e.g. the three outcomes in this strategy).
A final thought.. The greatest thing about positioning Wrexham as a place of the future is that the possibilities are endless.
test - learn - adapt Because innovation is a characteristic that Some things work. Some things don’t. The important thing is to know why. Then change.
can be applied to every sphere of work. Culture, business, education, leisure. The lot. We can thread it through everything we do. And everything we say.
All we have to do is be different.
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how will we deliver? We’ve told you about our three outcomes. We’ve told you why they’re important, what we’re going to do about them and how we’re going to measure success. And we’ve explained how ‘profile’ - energised by the Wrexham Tomorrow ideology - will contribute to each of these three objectives. Now theory is great. But how are we going to make these things really happen on the ground? Well, we have a series of clever plans sitting under each outcome. These are the plans that we - the council’s Economic Development team - and our partners will be working to day-in day-out to make sure we achieve the outcomes in this strategy. Look at the diagram opposite. It lists the plans in place to support each outcome.
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eps economic prosperity strategy 2012-16
Outcome 1
Outcome 2
Outcome 3
‘Place’
‘Business’
‘People’
Physical Regeneration Plan
Strategic Assets Management Plan
Community Regeneration Plan (incl. Communities First)
World Heritage Site Tourism Development Plan
Business Support Plan Rural Development Plan Employment Plan
Destination Management Plan
profile
Financial Inclusion Action Plan
wrexham tomorrow
profile
Marketing and Communications Plan (incl. inward investment, town centre and World Heritage Site marketing) Events Plan
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who will we work with? Nice strategy. Nice action plans. Not worth much if we don’t stay on top of them. As well as reflecting on progress with our delivery partners, we’ll also be reporting to the council’s Executive Board. And to the Local Service Board, which cites ‘economic prosperity’ as one of its key aims for the county borough (have a look at Wrexham’s Community Strategy 2009-20). So we’ll be keeping an eye on ourselves, and they’ll be keeping an eye on us too. That way, we can stay focused and make this strategy work. Simple.
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WCBC Executive Board
Wrexham Local Service Board
eps economic prosperity strategy group
includes
Wrexham County Borough Council (WCBC) CWNE Yale College Glyndwˆr University Jobcentre + Town Centre Forum AVOW Wrexham Tourism Forum / World Heritage Site Business Club 41
if wrexham county borough was a person, how would you describe them?
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Warm Assertive Genuine Restless Layered Industrious Creative Enterprising Challenging Professional Warm Efficient Skilled Opportunist Generous Stimulating Personable Determined Challenging Committed Energetic Tough Faithful Skilful Insatiable Resilient Cultured Strong Inquisitive Innovative Truthful Focussed Universal Different Honest Relevant Balanced Modest Talented Extrovert Gritty Ambitious Complicated Flamboyant Aspiring Hard Unusual Kind Athletic Caring Careful Simple Brave Introspective Strong Complex Spirited Prolific Vulnerable Open-minded Courageous Visionary Focused Competitive Futuristic Questioning Studious Clever Interesting Altruistic Free-thinking Difficult Perplexing Difficult Humble Evolving Dedicated Joyous Positive Loyal Happy Confident Intelligent Diverse Together Intimate Friendly Modern
Written and produced by Wrexham County Borough Council’s Assets and Economic Development Department. Designed by White Fox Editorial & Design Consultants. Photography contributors include Wrexham County Borough Council, Eye Imagery, Sharp Manufacturing, Glyndw ˆ r University and Moneypenny. To avoid infringing copyright, please do not reproduce any imagery in this document without talking to us first.
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