Retail
Published: May 16, 2023 | Updated: 15th May 2023
Westquay in Southampton is conveniently located in the heart of the city and Laura Read, Centre Manager, is at the heart of the shopping centre.
Laura’s parents still live in the Hampshire house she grew up in and, while her life has taken her around the UK, she would always choose the Central South to put down roots.
“Three and half years ago, when I got the position at Westquay, I was pleased to be shifting my career journey back to the South Coast region. Southampton has been my closest city growing up and I’ve seen it change a lot in that time. But I guess I didn’t really know it completely until I worked within it.
“It’s a fantastic place to be based; You cannot ask for more. You’re 80 minutes from central London, with a beach on your doorstep and two national parks, surrounded by beautiful countryside with vibrant towns and villages.
The past year has also seen Westquay put a large-scale authentic dinosaur fossil on display, host an ice rink, a roller rink, and a digital fireworks display.
“There is an immense amount of cultural variety and diversity in our county and we’ve a lot of history and heritage too, from Winchester’s links to ancient Britain to Southampton and it’s rich Maritime history.
“I feel like in the Solent region and Hampshire you have the best of everything, and I can’t think of somewhere else I’ve rather base myself and bring up my family.”
Laura is very correct and archaeological finds suggest that the area of Southampton has been inhabited since the Stone Age. Westquay, by comparison, seems brand new having been built on the site of the former Daily Echo building 22 years ago.
Nowadays the 95,600 m2 retail and leisure space boasts over 80 stores including big brand names such as Lego, The White Company, Zara, John Lewis & Partners and Marks & Spencer, as well as over 50 cafes, bars, restaurants and leisure offers.
“Westquay has, since the time I have been there, seen a lot of change. Not least because we had a global pandemic. It was ground-breaking, the way it changed people’s shopping habits; They realised they missed the physical experience of going out, eating out, and meeting friends. We saw that pent-up demand explode post-Covid.
“I think that’s indicative of where we will go in future. It is experience. Not just transactional. We’re shaping the asset to ‘doing’ more than just ‘buying’.
“There’s a lot in the events calendar, and a lot of further potential in the centre. This weekend saw the Eurovision Party with a celebrities, DJ-offs and comperes facilitating crowd participation. And a lot of my role is preparing and planning and execution of events such as these.”
The past year has also seen Westquay put a large-scale authentic dinosaur fossil on display, host an ice rink, a roller rink, a digital fireworks display and host in store activities such as John Lewis‘personal stylists giving advice on how to choose the perfect outfit.
“Southampton by population is 254,361 but the wider metro areas combined, Gosport, Romsey, Totton, is a million people that can be reached, all within a 40 min drive of the city. That’s massive and I think we’re all so lucky that we have other centres of commerce, but the beauty is the links: trains to UK cities, ferries to the Isle of Wight and France and two international airports nearby. And the travel links are going from strength to strength with airport extension and freeport.
“Southampton has an awful lot of opportunities, and the wider Hampshire area can benefit from knowing what’s going on in the biggest city in the area. It’s good that we can use platforms such as this to get the message out.”
Indeed, since Southampton was shortlisted for the UK City of Culture 2025, the drive to get the message out has really taken off. And Laura is helping lead the charge as Chair of the Board of Trustees at Southampton Culture Trust.
Southampton Culture Trust’s vision is to strengthen partnerships and help transform the ‘city of connections’, and the region, through an energising investment in culture, festivals, events and tourism.
“For business, it’s certainly an area of massive untapped potential, where people are starting to discover the benefits and quality of life, as well as benefits to commerce. That in turn will benefit business such as Westquay as well.
The past year has also seen Westquay put a large-scale authentic dinosaur fossil on display, host an ice rink, a roller rink, and a digital fireworks display.
“It’s interesting how many brands are now saying they have a need for Southampton, more that we even have space for right now! That will change as the landscape evolves, but we’ve seen brands come forward that we would not have considered previously would want space in the city.
“We are always looking at ways we can involve the asset and make it more community focused, more part of the city centre, working with community organisations. We’re currently working on a exciting project to bring street art to the car park, to enhance peoples experience right from the point of arrival and to give something back to the cultural community of the region as well.
“We constantly look at way we can reinvent, provide new experiences, or even improve the way people approach Westquay from the station area of the city. We review the external elevations, the wayfinding, reconfigure units, bring in more brands, make more space, explore new leisure opportunities and dining concepts. It’s a moving feast when you have a prime piece of city real estate such as Westquay. You cannot sit still.
“When we brought in Flannels that was something totally new for Southampton to have that kind of retailer and brand, and it has been successful. You must look at what the demographics want, what the customers and brands want.”
Indeed, the return to the shopping experience has slowed a little but the UK is turning away from online shopping. The Office of National Statistics has reported the percentage of online retail dropping almost every year we move away from the pandemic.
Internet sales as a percentage of total retail sales (ratio) (%)
“I think we are starting to see the backlash to online shopping, brands now charge for returns, people are sick of sending things back, and purchases that look fantastic on a screen can be of dubious of quality in real life! Add to that the reliability of delivery. For example, we saw huge footfall during Christmas when we had the postal strikes, as consumers had to go out and buy new versions of gifts and organise refunds.
“I think people are starting to see the value of going out and finding the things you need. And also having a coffee and seeing a friend at the same time. There will always be benefits to online, but I think we will see brands starting to make sure shopping is an ‘occasion’.
“In terms of me, I plan to continue to use my position as city stakeholder working with colleagues to improve the city economically and the wider region. More jobs, higher paying jobs, better spaces, better destinations, maximise the tourist industry – massively underutilised currently. We’ve bags of potential in the city.”
It is, as so many things are, a group effort and an ongoing project. Laura has achieved so much in raising the profile of Westquay and Southampton but she did not do it alone.
“I am working with Claire and the team at Southampton Forward to really unlock some potential that the 2025 City of Culture bid identified and make some improvements and investments in festivals, tourism and culture to benefit residents in the South and the wider area.
“As a board member of Go! Southampton, the Business Improvement District, I have been lucky to work with some fantastic people in the city who make up the board as well as the Go! team themselves. I work closely with the chairman of GO! Southampton, Tim Keeping, whose day job is General Manager of the Marlands shopping centre funnily enough. But we always say that shopping destinations in Southampton are not in competition, it’s a symbiotic relationship! We both want the same thing.
“I am grateful to Peter Taylor President of the Hampshire Chamber of Commerce, who makes a real difference in the city, as he’s been a huge support to me since I started in Southampton three years ago, really encouraging the work I’ve been trying to do.
“The council, in any place, get a very hard time but there are some really passionate people in Southampton City Council who want to make a difference.”
“And, of course, thanks to my team at Westquay, they’re amazing and they’ve had a tough three years. But they keep smiling and trying to make things better for brands and customers.”
The picture Laura paints is a bright one, as life returns to normal, the people of Hampshire crave connection and joy. Westquay is offering that and much more.
