Cheltenham’s New Look High Street

Cheltenham’s New Look High Street – How One Development Has Changed The Town’s Retail and Leisure Landscape Forever – Philip Martin explains why.

The Brewery Quarter in the heart of Cheltenham’s affluent town centre has redefined the High Street, completely transforming the town’s retail and leisure offer.

Now just a stone throw from the renowned Promenade and with a welcoming façade on the High Street, The Brewery Quarter offers retail and leisure opportunities which can’t be rivalled elsewhere in town.  With purpose built, modern architecture, internal space is flexible so that brands can put their own unique stamp on. It’s one of the reasons why it has attracted such attention over the last six months, welcoming new deals from the likes of Faucet Inn, Adventure Leisure and The Restaurant Group – along with DW Fitness, upmarket bar/restaurant Cosy Club and SOHO Coffee who are now open and trading impressively.

Focussed on drawing in retailers to complement its now established leisure offering, Martin Commercial Properties Director, Philip Martin explains how The Brewery Quarter’s approach to leisure and retail sets it aside: “We’re in a unique position; many shopping centres are currently trying to retro fit leisure into their portfolio to cater for the modern shopper, but we have a thriving entertainment offer already here and trading successfully.”

“Shopping habits have changed – gone are the days where a trip to the high street would be three hours of solid shopping followed by a bite to eat at the local café or food court.  Browsing the rails has been replaced with browsing online, so shoppers often have a good idea of what they’re going to purchase by the time they hit the high street.  They might check out a few more shops before heading to their favourite restaurant, leisure destination or coffee shop to enjoy some R&R.  We’re lucky we have this established destination to offer and can now bring retailers in who want to take advantage of this modern age of High St shopping.”

One tenant who understands this synergy between retail and leisure is The Brewery Quarter’s latest tenant, Cosy Club.  Jake Bishop, Managing Director of Cosy Clubs said: “Since opening the Cosy Club in the Brewery Quarter we have enjoyed a vibrant trade welcoming a generously mixed demographic of the locality and from shoppers traveling further afield to discover the catering and leisure facilities Cheltenham has to offer.  The Brewery Quarter scheme is never quiet and none more so than when the famous Cheltenham Gold Cup festival is on, bringing civilised maximum capacity trading with it.  Cosy Club’s all day trading offer seems to have fit in well and so far proved a hit with the locals, long may it continue.”

Brewhouse & Kitchen – who were recently awarded regional winners of the National Pub and Bar Awards 2017 – and opened in May 2016 has shared similar successes.  Gail Bunn, Marketing Manager for the pub and restaurant chain said “We are delighted to be part of the Brewery Quarter Development here in Cheltenham. Trading has been strong from launch and continues to thrive as the Quarter further establishes itself as a firm destination for shopping and dining.”

Wilko, who started trading at the Brewery Quarter just over a year ago – having relocated from its former High St location – has also celebrated lucrative trading results.  Anthony Rhodes, GM of Wilko says: “We had a great first year trading in The Brewery Quarter. Since the mall opened in January, sales and customer numbers have increased beyond our expectations. This can only improve further, once the other units are opened.”
Phil Martin continues: “The beauty of the development is that the new units we’re putting onto the market would and could suit anyone and thanks to our unique and diverse offer, we’re in many ways unrivalled to our counterparts further up the High Street by offering such adaptable and future proof space.  For us it’s now about opening those conversations with tenants who can complement our offer.”

As well as now housing 34 modern town centre apartments, The Brewery Quarter is also home to a 104 bed hotel, providing an instant stream of footfall into the scheme.  Rebecca Newman, Operation Manager of Premier Inn says “Since opening the Premier Inn in The Brewery Quarter, our occupancy has gone from strength to strength. Our guests love our location; we are literally the heart of Cheltenham. The town centre continues to go through many changes, but the place to be is in The Brewery Quarter. The development is thriving and our guests love that everything is on our door step.”

Phil Martin continues: “We’ve seen other major redevelopment plans introduce leisure into an existing retail offer, and now more than ever shopping centres as big as Westfield are advertising as destination first. For retailers, being a destination first means they can capitalise on this strong modern lifestyle positioning to help drive the footfall into store as well as align their brand image.”

“We’re looking forward to continuing to evolve our retail and leisure mix, creating the perfect destination for people visiting Cheltenham town centre, to shop, dine, stay and play and are excited to see what other brands will join us now that the new retail units are nearing completion.”

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