Vale of Glamorgan Council and Cowbridge Town Centre - Increasing Footfall and Spend on the High Street
Challenge
High streets across the UK are facing mounting pressure owing to the rise of online shopping, shifting consumer habits, the cost-of-living crisis, and increasing operational costs. As more and more high street stores close their doors, vacant premises reduce the variety of products and services on offer, diminishing the overall appeal for visitors.
As a Heritage Market Town, Cowbridge High Street has drawn visitors from all over the world with its attractive variety of boutique and independent stores, a beautifully rich heritage, scenic coast and country surroundings, and local attractions and entertainment for a diverse mix of audiences.
Despite best efforts to date, Cowbridge has not been immune to national trends impacting high street vitality. The passionate and driven Cowbridge community has recently come together to seek out a proactive solution to reinvigorate the town and foster sustainable growth through collaboration.
Solution
In January 2025, Jess Hughes (Little Bird Consultancy Ltd) and James Pack (GYRRU Marketing Ltd) were appointed as approved suppliers to work with the Vale of Glamorgan Council, Cowbridge Town Council, and Cowbridge traders on the launch of a bold new business community group to facilitate collaborative efforts to increase footfall and spend in the Cowbridge Town Centre.
Leveraging their strong working relationship and collective expertise in business development, marketing, communications, and project management, Jess and James worked with key stakeholders on the establishment, launch, and delivery of the new Cowbridge Business Community Group by:
Bringing together all stakeholders for regular monthly meetings, workshops, and one-to-one sessions to fully scope out the current situation and the objectives of all parties involved.
Naming and formally establishing the new collaborative group, the ‘Cowbridge Business Community,’ (with all appropriate governance structures and documentation – i.e. board of trustees, constitution and relevant policies put in place to support and drive forward key ideas and recommendations).
Launching a new communications platform for members to share intelligence and access information on upcoming events, funding, and support.
Facilitating knowledge exchange and networking through a training workshop on ‘Utilising Smart Towns Data’ and the delivery of a marketing session covering ‘the Strengths, Weaknesses, Opportunities, and Threats on Cowbridge High Street’.
Developing a business and marketing strategy with an accompanying action plan and a series of recommendations and tactics to boost footfall and spend on the high street.
Outcome
Over the course of seven visits to the Town Centre, Jess and James hosted five events and held 27 one-to-one sessions with traders. The Cowbridge Community Group has grown to 98 members over that period.
As a result of high levels of engagement and input from key stakeholders throughout the initial stages of the project, the business and marketing strategy was fully informed by all stakeholder groups. It was signed off unanimously by all those in attendance at a presentation delivered to the Cowbridge Business Community Group, with full support to move ahead with the outlined recommendations and associated tactics.
The newly established group secured funding within weeks of officially forming to facilitate a collaborative event on the High Street (An Easter Egg Hunt led by Sally Stephens at The Pencil Case), and Jess and James have been contracted to stay on to facilitate the delivery of key recommendations outlined in the strategy.
Summary
This project is a prime example of how strategic collaboration, stakeholder engagement, and focused marketing expertise can breathe new life into a high street community. GYRRU Marketing and Little Bird Consultancy are incredibly excited to start working on the next stage of the project, collaborating with Cowbridge stakeholders on building a sustainable future rooted in unity, innovation, and local pride.
Testimonial
~ Vale of Glamorgan Council:
“I can’t believe how much has been achieved over such a short period of time. From a show of hands, I can see we are all in agreement that we would like to keep Jess and James on to support the delivery of recommendations outlined in the strategy’
~ Sally Stephens, Trader Representative, The Pencil Case:
“I just wanted to say what an absolute pleasure it has been working so closely with you all on the CBC project. I’m so pleased we have been able to approve phase 2 and that Jess & James will continue managing things. I know I am leaving it in very good hands, and it will go from strength to strength with you guys driving everything forward!