Making an ImpressionBusiness Vision - Image

Focus Group(Dennis Dunn; Margaret Moyden; Diane Wright)

29th June 2006

Copyright © Manchester Metropolitan University Cheshire 2006. All rights reserved. No copying without permission from the copyright holder. MMUC contact:

m.moyden@mmu.ac.uk

© MMUC 2006

Methodology To examine the current perceptions of living & working in

South Cheshire & identify how to promote positively the changing image of the area.

1st Meeting• Local government, professional groups & businesses

willing to participate in moving this agenda forward.• Image impressions of Crewe & South Cheshire

discussed by the Focus Group were collated & formed the basis of a generic questionnaire.

Following Action• The production of a questionnaire to establish:

– Are the opinions of the group reflected by the wider community?

– What additional Business & Community impressions & suggestions are out there?

© MMUC 2006

Demographic Profile

Gender Male Female Status Single Partner 328 – 49.9% 329 – 50.1% 287 – 43.7% 370 – 56.3%

Age 16 to 25 25+ to 40 40+ to 55 55+ to 65 65+ 190 – 28.9% 141 – 21.5% 148 – 22.5% 88 – 13.4% 90 – 13.7%

Dependents 0 1 2 3+ 1+ 466 – 70.9% 69 – 10.5 71 – 10.8% 51 – 7.8% 191 – 29.1%

Residency 0-5yrs 5+-15yrs 15+-25yrs 25+yrs 235 – 35.8% 122 – 18.6% 95 – 14.5% 205 – 31.5%

Employment Length

0-5yrs 5+-15yrs 15+-25yrs 25+yrs

310 – 47.2% 129 – 19.6% 85 – 12.9% 133 – 20.2%

Employment Type

Student Unemployed / Retired

Permanent / Self emp.

Temporary employment

162 – 24.7% 140 – 21.3% 297 – 45.2% 58 – 8.8% Opinions gathered from 700 responses:

•Local businesses and area associates via the Chamber•University students and staff•The wider community via the Local Strategic Partnership & town centre canvassing

© MMUC 2006

Perceptions of living in Crewe & South Cheshire

Results summary:

a. There are major opportunities to work in new and existing businessesb. Crewe is a vibrant , University townc. The area is up market, attractive and prosperousd. The area offers a wide spectrum of affordable, good housinge. A great area to raise and educate your familyf. A safe, low-crime area to live ing. Close to the coast and open spaces for leisureh. Low pollution, noise and good air qualityi. Fine dining and entertainment availablej. Crewe and Nantwich provide unique shopping opportunitiesk. Close to Manchester and Chester for city shopping

Q6 a Q6 b Q6 c Q6 d Q6 e Q6 f Q6 g Q6 h Q6 i Q6 j Q6 k Mean across full sample

2.87

high neutral

3.20

low neutral

3.31

low neutral

2.64

high neutral

2.76

high neutral

3.21

low neutral

3.05

neutral

2.84

high neutral

3.07

neutral

3.15

low neutral

2.14

low agree

Std. Deviation

.924 1.004 .968 .927 .949 .1.057 1.077 .942 1.045 1.119 .837

1= strongly agree (1-<1.49), 2 = agree ( 1.5-<2.49), 3 = neutral (2.5-<3.49), 4 = disagree (3.5-<4.49), 5 = strongly disagree (4.5-5.0)

© MMUC 2006

Demographic Observations

Q6a - There are major opportunities to work in new and existing businesses

And

Q6b - Crewe is a vibrant, University town

• The longer the person had been settled in the area through living, working or raising a family the more they agreed.

Q6 a

Strongly diagreeDisagreeNeutralAgreeStrongly agree

Co

un

t

100

80

60

40

20

0

Age

16 to 25

25+ to 40

40+ to 55

55+ to 65

65+

Q6 b

Strongly diagree

Disagree

Neutral

Agree

Strongly agreeC

ou

nt

120

100

80

60

40

20

0

Employment

student

Unemployed

permanently employed

temporarily employed

© MMUC 2006

Summary of Comments Living in Crewe & Sth Cheshire

• Crewe is a key urban area in the South Cheshire region• Association with Nantwich is a positive asset• Close to city shopping including Chester, Manchester, Stoke & Liverpool • Crewe has a good market• Crewe is generally attractive & prosperous with good access to rural

landscape, local walking etc• Newcomers are happy to be given the chance to be here

• South Cheshire variance concerning leisure provision, education provision & attainment

• Disabled access & amenities could be better • Regeneration of the town centre & the railway station need speedy

implementation• To retain Crewe’s current & future workforce (inter)national employers

must settle here • Crewe requires growth in culture & entertainment for all age groups,

daytime and evening

© MMUC 2006

Working & doing business in Crewe & South Cheshire

Summary

a. Fast growing, ripe and ready for business opportunitiesb. There is a significant business/industry rebuilding programmec. Crewe is a progressive, high tech locationd. There is readily available quality office spacee. A strong history in transport and engineeringf. Dynamic and skilled workforceg. Good road, rail and airport links

Q7 a Q7 b Q7 c Q7 d Q7 e Q7 f Q7 g Mean across full sample

2.68

high neutral

2.71

high neutral

2.95

neutral

2.55

high neutral

2.01

agree

2.77

high neutral

2.11

agree

Std. Deviation

.889 .850 .875 .735 .873 .823 .855

1= strongly agree (1-<1.49), 2 = agree ( 1.5-<2.49), 3 = neutral (2.5-<3.49), 4 = disagree (3.5-<4.49), 5 = strongly disagree (4.5-5.0)

© MMUC 2006

Demographic Observations

Q7c - Crewe is a progressive, high tech location

• There appears a lack of recognition towards technological infrastructure e.g. Broadband into every business, encouraging technology based businesses into the area.

Q7d - There is readily available quality office space

• Agreement came mainly from males, the permanently employed, 25+ to 40s and longer term residents, perhaps the most likely to be in the market for local premises and so would have this local knowledge.

Q7 c

Strongly diagreeDisagreeNeutralAgreeStrongly agree

Co

un

t

120

100

80

60

40

20

0

Time Resident

up to 5 years

5+ to 15 years

15+ to 25 years

25+ years

Q7 d

Strongly diagree

Disagree

Neutral

Agree

Strongly agreeC

ou

nt

160

140

120

100

80

60

40

20

0

Employment

student

Unemployed

permanently employed

temporarily employed

© MMUC 2006

Working & doing business in Crewe & Sth Cheshire Comments

• Area has improved significantly in recent years & has a wealth of potential• Crewe is undervalued & loosing investment from the lack of good press• Waste & recycling business will damage the countryside & air quality

• Many empty offices are expensive• Planning in this area is critical• No land to buy to grow and expand

• South Cheshire is becoming highly commercialised without offering job variety (i.e. supermarket warehousing, gas plants, landfill sites)

• Opposition to re-growth is hindering educated/trained employee retention & business opportunities

• Difficult to find skilled staff• Good skilled Polish workforce• Low work opportunities

• Good road links but congestion & poor road condition is loosing Crewe trade• Single carriage motorway links do not promote a progressive, hi-tech image• Need to improve the railway station, rail links & timetabling to make Crewe a

destination of choice• Poor public transport

© MMUC 2006

Choosing Crewe to live & work

a. Excellence in education creating potential skilled workforce

b. Communication hubs for air / train / roadc. Tourism, heritage and countrysided. Location – rural but affordable e. Location – proximity to Manchester /

Chester / Nantwichf. Unique, individual retailers

g. Quality of life, safe & family orientatedh. Celebrated railway historyi. Gateway between North and South j. Home of Bentley Motor Carsk. University townl. Reaseheath College – rural development

& diversitym. ICT infrastructure / connectionsn. Good employment opportunities

Q8 e

Q8 d

Q8 b

Q8 g Q8 i Q8 k Q8 c Q8 n Q8 h Q8 a Q8 j Q8 l Q8 f Q8 m

Total votes

394

337

297

271

261 209 205 191 174 171 167 97 96 54

Q8 n Q8 d Q8 k Q8 b Q8 g Q8 i Q8 l Q8 a Q8 j Q8 e Q8 h Q8 c Q8 m Q8 f

1st choice 77 73 70 65 53 51 47 45 40 36 26 15 15 7

Q8 i Q8 e Q8 k Q8 g Q8 d Q8 j Q8 h Q8 c Q8 b Q8 n Q8 f Q8 l Q8 a Q8 m

2nd choice 79 75 64 58 57 54 53 45 38 26 17 17 12 12

Q8 e Q8 d Q8 g Q8 i Q8 h Q8 j Q8 f Q8 b Q8 c Q8 k Q8 n Q8 a Q8 l Q8 m

3rd choice 126

81

69

56

53

37

35

29

26

26

21

13

11

2

Q8 e Q8 d Q8 c Q8 g Q8 i Q8 b Q8 h Q8 k Q8 f Q8 j Q8 n Q8 a Q8 m Q8 l

4th choice 103

86

64

55

49

43

33

27

24

22

20

14

12

9

Q8 b Q8 a Q8 c Q8 e Q8 n Q8 g Q8 d Q8 i Q8 k Q8 j Q8 f Q8 l Q8 m Q8 h

5th choice 122

87

55

54

47

39

38

26

22

14

13

13

13

9

© MMUC 2006

Choosing Crewe to live & work Comments

• Social comfort / Family connections – living here as own / partners home town• Low cost living standard• Moved here to be close to workplace and stayed• Employment specialism in this area• Came specifically to study at MMU / best University for my course• Always lived in Crewe but intend to move once qualified

• Crewe has improved enormously in the last 25 years• Borough now attracting investment in leisure and retail• Good infrastructure - community, education, social services, theatre, hospitals • Queens Park is a good place and lovely flower displays in the town centre• Crewe Alexandra Football Club attracts interest• Closeness to pretty countryside & coast• Pleasant atmosphere, nice people

• Crewe is a good place to find work and has many prospects• Semi-skilled labour is scarce• Good links to live here & work out of the area • Good rural location / proximity for city orientated businesses• Borough Council starter units available

© MMUC 2006

Perceptions of the worst aspects of living and working in Crewe (1)

Crewe town centre descriptions• Crime / Violence / Vandalism / Poverty / Drugs / Noisy

• Unsafe (particularly at night) / Badly behaved youth / Antisocial behaviour

• Dirty / Litter / Rubbish / Smoking / Scruffy / Pollution / Run down / Dated

• Lack of visual policing and/or response to 999 calls

• Split / Undefined / Uninspiring / Unattractive / Dismal / Faceless

• Little attractive architecture / Original historical buildings demolished

• All supermarkets are on the West side of the railway line

• Market could be updated

• Outdated shops / Limited shopping choices / Lack of main retailers

• Lack of planned migration & public expenditure

• Town Council doesn’t know what people want

© MMUC 2006

Perceptions of the worst aspects of living and working in Crewe (2)

Leisure• Queens Park is a dirty/depressing place to take children• Very limited cultural opportunities• Lack of facilities for children and/or young adults to socialise• Needs more parks & leisure areas for children / Requires seating areas• Not much for older people• Not enough help for pensioners or disabled amenities• Lack of leisure facilities/pubs/dining/cafes – daytime & evening for all ages• Lack of places to go out for a quiet drink for 18-25s and non-drinkersEmployment / education• Little engineering / Industry is gone• Few long term job prospects / Poor employment opportunities• The loss of the skilled tradesman• High levels of unemployment• International people taking all the jobs• Apathy of people, benefit culture • Poor attitudes amongst 15-25 regarding work• Growing cultural underclass with schools showing excessively low grades • High rate of teenage pregnancies

© MMUC 2006

Perceptions of the worst aspects of living and working in Crewe (3)

Housing• Poor quality housing in need of redevelopment• Close cramped housing with no gardens / Housing & streets are pretty dire• House building projects aimed at professionals only• 1st time buyers tend to be priced out of the market, particularly if single• Housing Association Properties (HAP) tend to be run down• Need more low cost, affordable housing to buy rather than rentTransport infrastructure• Pavements and pedestrian walkways lacking• Town centre is often gridlocked• More free parking needed• Road infrastructure - poor state of repair/congestion • The approach roads to the town look uncared for• The railway station is a very poor reflection of the new Crewe • Train travellers see a dirty area in need of a re-vamp • The 3rd rate railway bridges now strangle access and development• Bus and railway transport systems are poor, irregular and unreliable• Poor public transport especially to outlying villages• State of the bus station and toilets

© MMUC 2006

Perceptions of the worst aspects of living and working in Crewe (4)

Social / General• People don’t see the good points of their surroundings• Inability to celebrate own achievements and strengths• No confidence or ambition / Lack of respect, community spirit and pride

• It doesn’t have strong faith representations

• The incredible negativity of some people in Crewe• Small town mentality / Narrow minded locals who fail to move with the times • Prejudiced attitudes / Racism is rife / Negativity to outsiders in the town• Locals have violent tendencies towards students / Taxi drivers hate students • The people are rude, unfriendly and arrogant

• Lack of investment has led to an air of deprivation• Slow rate of change / Crewe lacks character• The town's name conjures up bleak, dirty and industrial images to outsiders

© MMUC 2006

Positively Defining CREWE C R E W E

Clean 19 Rural Setting 57 Education 51WorkOpportunities 30 Educational 20

Central 16 Railway 44 Environmental 21 Welcoming 15 Environment 13

Creative 12RailwayConnections 7 Engineering 17 Wonderful 11 Employment 11

Comfortable 11 Regeneration 7 Easy 15 Winning 7 Enterprising 11Communication 11 Relaxed 7 Evolving 12 Workforce 7 Energetic 9Convenient 11 Retail 6 Energetic 8 Well Placed 6 Engineering 9Calm 8 Real 5 Excellent 8 Waking 5 Excellence 8

Countryside 6 Reasonable 5EasilyAccessible 7 Warm 4 Exciting 8

Caring 4 Recreational 4 Expanding 7 Wealth 4 Entertaining 6Changing 4 Redeveloping 4 Entertaining 6 Worthwhile 3 Easy Access 5Community 4 Reliable 4 Exciting 6 Well Known 2 Emerging 4Cultural 4 Renewing 4 Employment 5 Willing 2 Evolving 4Careers 3 Residential 4 Established 5 Well Kept 1 Easy Going 3Colourful 3 Roads 4 Economic 4 Wide Shopping 1 Economical 3

Commercial 3 Ready For Change 3 Enterprising 4Wide Span OfCultures 1 Enjoyable 3

Carefree 3 Realistic 3 Enjoyable 3 Widely Populated 1 Earning 2Children 2 Respectful 3 Emerging 2 Wildlife 1 Efficiency 2Crewe Alex 2 Rolls Royce 3 Enthusiastic 2 Wired 1 Enduring 2Character 1 Really Fantastic 1 Ecological 1 Wise 1 Equality 2Charming 1 Reaseheath College 1 Encouraged 1 Equipped 1

Cheery 1 Re-Branding 1 Entrepreneurial 1EverProgressive 1

Competitive 1 Rebuilding 1 Exploring 1 Experienced 1

© MMUC 2006

C R E W E means…

C Centre Of All Travel Networks Comfortable

R Rural But Close To Town Facilities Relaxed

E Educational - Growth Of MMUC, SCC & RC Easy Access To Interesting Places

W Work Opportunities Well Kept

E Engineering History, Cars And Railway Educational Improvements

C Creative Cultural Communication Career Opportunities

R Rural Renovating Rail Redeveloping

E Educational Ecological Environmental Education

W Welcoming Work Opportunities Work Work

E Engineering Excellent Countryside Equality Excellence

C Connected Creating Children Comfortable

R Recreational Real Residential Relaxed

E Educational Employment Environment Education

W Welcoming With Work Workforce

E Exciting Education Earning Enterprise

© MMUC 2006

Observations and Reflections

Local Assets already valued:• Pride in the region’s heritage and countryside (Railway,

Rolls Royce, Bentley)• Location benefits of infrastructure access via road, rail

and air• Location benefits towards proximity to cities, coastal

areas and countryside• Location benefits for low cost, good quality family life• University town status with underlying high standard FE

colleges and schools• Educational standards able to provide all levels of

employees for businesses

© MMUC 2006

Crewe & South CheshireWhat’s our USP ?

C elebrated History of excellence

R egenerating Profile and promote

E ducation University Town; FE

W ell being Work/Life balance

E nvironment Rural; Affordable; Safe

© MMUC 2006

ActionBusiness Chamber to lead positive profile promotion of

South Cheshire:

• Confirm the profile CREWE• Encourage businesses to use appropriate

attributes in their own marketing• Business Ambassadors, Promoting our USP

» Celebrated» Regenerating» Education» Well being» Environment

© MMUC 2006

Finally

Full survey results available on Chamber and MMU websites from July

Embargoed until July 20th following regional press release

*Copyright MMU Cheshire. Permission for use or reproduction by Chamber members but with full attribution to MMU Cheshire and SCCCI