Engaging the community and key stakeholders on a major town centre regeneration project

Sale Town Centre

Malone View (Sale) Ltd

Since our appointment in 2017, Social has been working with Maloneview (Sale) Ltd to assist in the delivery of their £70 million plans to regenerate the existing shopping centre into hundreds of new homes, as well as new and improved retail and leisure space, a new cinema and extensive new public open space.

Situated in the heart of Sale Town Centre, the proposals included development that would significantly alter the skyline of the area, something that proved controversial from the outset. The existing site also included several residential properties managed by a social landlord, Trafford Housing Trust, which would be demolished as part of the proposals.

What we did

We immediately set to work to address the concerns raised by the community, meeting with officers at Trafford Council, briefing local councillors, as well as ensuring that our public consultation material addressed concerns and allowed for a constructive dialogue with local residents.

We ensured that these residents received regular updates, both electronically and through written communication, and a standing offer to meet to discuss the scheme. We also provided a dedicated contact number for any queries.

Community involvement

From the outset we delivered a programme of community engagement – from initial officer and councillor meetings to shape and inform the masterplan, to the presentation of the proposals to local residents during a series of public consultations.

We developed a programme of interactive community involvement, including street surveys in the town shopping centre, where we occupied an empty retail unit to provide an opportunity to view the proposals and ask the project team any questions.

With the support of our in-house creative and marketing teams we devised and delivered a unique brand for the project, which resonated with local residents and instilled a recognisable visual identity for the lifetime of the project.

Our consultation materials were published across multiple platforms including leaflets to residents, flyers to commuters at local Metrolink stops and local businesses, social media adverts with bespoke messaging for local residents, press releases to relevant media outlets and door to door canvassing to engage the local community.

In addition to boosting attendance at our events, our publicity campaign also drove engagement online through our project website, where residents could find all our consultation material and provide feedback.

The results

Through our proactive and creative approach, we ensured that people from all parts of the town’s community had the opportunity to contribute to the discussion on the future shape of Sale town centre. Our input included providing assurance to local officers and members of local support for the scheme.

The development gained planning permission and ensured the reinvigoration of Sale town centre kept moving forwards.