Member Article

Vibrancy and innovation - the secret of Sunderland's success

THE introduction of a range of innovative pop-up retail outlets is helping a leading North East shopping centre buck the current high street downturn trend.

Sunderland’s the Bridges benefits from being a one level centre which is physically and literally at the heart of the city.

But, to ensure that the increase in footfall which the centre has enjoyed in 2019 continues, centre director Andy Bradley and his team have ambitious plans for the future.

“What has worked very well for us, which is why we will continue along this route, is to enhance the experiential offering at the centre which means that we can be all things to all people,” said Mr Bradley.

Sunderland has been lucky enough not to have felt the impact of the collapse of big retailers in the same way as many other town and cities, but that doesn’t mean it can be complacent.

And it is the Bridges’ decision to think laterally and look at other options, which has kept the centre buoyant and enjoying a period of growth.

“We know that for the high street to thrive and grow we need to make the offer appealing in a range of different ways,” he said.

“We need to respond to the needs of our customers and make sure that what we offer is relevant.”

For Sunderland this has led to the creation of a number of pop-up retail outlets, which “give added value for shoppers and don’t compete with the existing retailers.”

In the case of the Bridges this has included a six-month contract with Google Garage which has run a number of free courses and sessions for the public.

The free Ping Pong Parlour has been incredibly well received, while the Bridges has also had a short-term Army Rifles recruitment office and a space occupied by Springboard Training, a first for the city centre.

In 2019 the Bridges also opened its quiet room, a dedicated area for families with children or adults who suffer from autism and additional needs who can escape from the busy centre if the shopping experience becomes overwhelming.

“The feedback we’ve had from families who have used the quiet room has been excellent and they have really appreciated this facility,” said Mr Bradley.

A pop-up art gallery and a new photography studio also offer a different kind of experience for shoppers, with the added benefit of highlighting the Bridges’ support for small businesses across the city.

“The short-term contracts have really helped smaller businesses and community organisations get in front of a wider audience and it’s also a great way for the Bridges to show its commitment to supporting retail generally.”

For the centre director the future is firmly “not about space, but about place” while recognising the need to constantly surprise and delight shoppers.

Future plans include developing the centre’s food and beverage offering – again seen as a key component in driving footfall – and also the possible introduction of a range of leisure facilities.

At the same time, partnerships with organisations such as Sunderland BID and Sunderland City Council will continue to flourish as they are the cornerstone to the centre’s success, with a joined-up thinking approach being key.

“For the Bridges to be successful, the city needs to be successful, so it makes perfect sense for us to work together,” said Mr Bradley.

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