Droitwich Spa regeneration work

Droitwich Spa High Street is receiving something of a facelift – but the plans are much more than skin deep
By encouraging traders to invest in their shop fronts as part of an organised programme of improvement works, it is hoped to kick-start the regeneration of the area as a vibrant and distinctive place to shop and visit.

The work is timed to maximise the opportunities offered by the opening of an in-town Waitrose store, the imminent £11m scheme to reopen the Droitwich canals (which run through the town centre) to barge traffic - and ongoing work to celebrate the town’s unique and ancient salt heritage. The works are being paid for – jointly - by a grant scheme, matched by contributions from the traders themselves. Specifications for the works – such as colour schemes – are suggested as per designs prepared by the local Civic Society and prior-approved by Wychavon District Council Conservation Team.

This approach not only helps to develop a co-ordinated and pleasing street scene, but also ensures that works are carried out to a high standard in a way that is sympathetic to the buildings themselves. The shopkeepers do however have full input in the design process, and their agreement is required before works commence.

The project was initially funded by a modest grant from the Droitwich Spa Area Partnership – the Local Strategic Partnership for the town and surrounding rural parishes. Take up of this initial phase by private traders and landlords was so good that more substantial funding was secured from Wychavon District Council to continue and expand the scheme over the next three years.

The High Street features a significant number of architecturally important town houses, some dating back to the 14^th century. Many of these historic buildings exhibit very distinctive – but non-structurally threatening – subsidence as a result of salt workings deep underground, which arguably adds greatly to their character and that of the area as a whole.

All this was originally the brainchild of a partnership of the Town Council, the local Civic Society, Wychavon District Council, County Highways and, increasingly, local traders and landlords – working together as the High Street Regeneration Group. The Group is now taking the lead on events and activities on and around the High Street, with events to celebrate the town’s salt heritage and street markets being planned for the near future – all with the end of attracting trade, investment and visitors to the town.

The evidence is that the Waitrose store has brought an upturn in trade to the specialist independent shops along the High Street, which sell a range of quality designer clothes and accessories, cookware, toys and games, fireplaces and antiques, amongst other goods.

By promoting the High Street as a place to shop – and, to quality independent traders, as a place to locate – the plan is that the cycle of growth will, in time, become self-sustaining.

This is how a coat of paint and a new shop sign or two can, potentially, go a very long way indeed!