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Brand New Thinking

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Brand New Thinking


What was once young and vibrant, one of England's most popular party cities, is now being derided as a gun capital that epitomises all that's wrong with thuggish, boozed-up Britain.
So, how exactly did Nottingham get to this, and more to the point, is it fair? One thing is for sure, a lot of people are concerned. When Insider put together this feature and asked business leaders for the biggest issues in the city, almost everyone pointed to its crime problem without prompting.
"Nottingham has gained a bad reputation over gun crime in the last few years," says Jason Seagrave, partner at accountancy Smith Cooper. "It's often the first thing people say when they meet you. And although it isn't anything like the warzone it's made out to be, it's bound to have an effect on the local economy and house prices."
Stephen Wakeling, chief executive of business adviser and lobbyist the Independent Business Association, agrees: "Crime is the number one concern for Nottingham business owners. You can say "it's a wrong perception' but people do have fears."
David Wild, senior partner at the Nottingham office of law firm Eversheds, adds: "Nottingham has had a rough ride, particularly in terms of TV coverage over 2005. Statistically it's completely unjustified - crime is no worse than in Lincoln or Norwich - but once the idea takes hold people just join in."
Crucial to combating this negative image is the ongoing work of Experience Nottinghamshire, the tourism body headed by Professor John Heeley, formerly Marketing Birmingham's chief executive.
Richard Brackenbury, partner at Nottingham law firm Berryman and a member of Experience Nottinghamshire's strategic board, says that such a body was much needed.
"The city needed to sell itself better. It would be stupid to say there aren't image problems that we need to address. Business tourism as well as leisure tourism is a crucial part of the local economy, so it's vital we get it right."
David Kanerans, director of the newly branded Crowne Plaza in Nottingham, is also on the strategic board. "We're a big city without a big profile, and people don't generally have a good fix on how accessible and central the city is. To address that, we're attending a range of trade shows to sell the city. We'll also be addressing the need for joined-up thinking. For instance, bannering throughout the city when we have events on. Heeley has made a great start in knitting together public and private sector bodies for the common good."
Where Nottingham stands as a business centre is a moot point. Can a city less than 50 miles from Birmingham compete at the top level of regional centres?
Eric Kwiecinski, senior partner of accountant Ernst & Young in Nottingham, says it is an ongoing struggle.
"Manchester, Leeds and Birmingham are bigger financial centres than Nottingham. Over the last five years the city's suffered from the banks reducing their commercial arms here as the major transactions are centred on fewer cities. It's an inevitable trend."
Not so, says Colin Kirk, branch manager at Handelsbanken in Nottingham. "Outside of London, Manchester and Birmingham, Nottingham was the first UK branch, which alone speaks volumes for the vibrancy of the city. That was five years ago and it's as vibrant as ever - we've got £3230m lent into the local market."
Brackenbury says that the distinction between East and West Midlands is vital.
"There is a perception that professional services, particularly banking, is seeing a drift towards Birmingham, but I don't agree. There's a strong regional identity and East Midlands companies like to use East Midlands services that have their fingers on the pulse here. I certainly don't think we're losing out to Birmingham law firms in any way."
Phil Bloxham is director of commercial banking in Nottingham for the Royal Bank of Scotland for companies that turn over between £31m and £325m a year.
He says his team is kept more than busy.
"The demand for our services at the owner-managed business level is very good. Most of the major names in financial services are represented in Nottingham and there's a strong set of second-tier firms in accountancy and law."
While Brackenbury agrees that Nottingham's economy is still dominated by small to medium-sized enterprises, Kwiecinski reckons more should be made of its big names.
"After the decline of traditional big employers like Boots, Raleigh and Pork Farms, the overall picture over the last ten years is very encouraging. Not enough is said about the large, successful organisations that have relocated here like Capital One and the Inland Revenue. Due to the nature of its business Experian is not a household name, but any company with more than 5,000 people is by anyone's standards a major employer. Gala and Center Parcs are also two great Nottingham businesses. We need to shout about major names that aren't necessarily traditional businesses."
Kanerans says it is a question of attitudes. "Traditional manufacturing areas are used to having tangible products to talk about, but we're dealing with "the invisibles' now. A lot of people here probably don't realise how strong Nottingham is in certain areas."
Wild agrees: "Nottingham has diversified well. Thirty years ago it was Boots, bikes and textiles, but none have a major presence here now."
One of Nottingham's advantages is that it is a young city, with 20 per cent of its population being in its 20s, higher than the national average of 15 per cent. Both of its universities are performing well. But is there enough in the city to retain graduates?
"Nottingham definitely appeals to graduates," adds Kirk. "The amount of professionals I meet who graduated here and stayed on speaks volumes. The challenge is to make sure opportunities arise for them in the city."
Is Nottingham competing for inward investment? Brackenbury thinks it is: "Any local economy would say they could do with more. But every effort is being made. The East Midlands Development Agency (emda) has seen changes recently, but chairman Bryan Jackson is being proactive and has established a good profile."
Smith Cooper's Seagrave feels the city needs to speculate to accumulate.
"Nottingham's got a good reputation for leisure and has all the major retail players. But there is a shortage of commercial property. You will struggle to get inward investments while that is the case. Investors look for a supply of skilled people and they're here, no question - but we need places to put them."
Is Nottingham's property market frozen with inaction? Matthew Smith, associate director at property agent DTZ Debenham Tie Leung, says while things are quiet now, they should start to change soon. "It's overdue but property does represent the springboard to take Nottingham to the next level. There is a lot of development in the pipeline, such as the Eastside project (see facing page), and that's the logical way. Nottingham's a relatively small, compact city and its boundaries need to be pushed outwards."
Average take-up of office space in Nottingham is between 100,000 sq ft and 150,000 sq ft, says Smith, and there are concerns over a "slight lull in supply" in the immediate future. The Chapel Quarter, the most recently developed grade A office scheme in the city centre, is almost fully let. Although the Waterfront Plaza scheme will bring around 7,000 sq ft of space, there is a gap of six to nine months there.
Henry Boot's Axis - a refurbishment of a former Co-op department store - will bring forward 45,000 sq ft, but for new space a lot depends on Eastside.
As ever though, there are worries over infrastructure. Nottingham's arterial routes are becoming seriously clogged, and are a serious bone of contention for business.
"Transport is a big stumbling block," says Kwiecinski. "There are wrangles over the tram system and the dualling of the A453 has become a joke. I can't think of another regional city with worse access from the motorways."
"Nottingham's roads can be frustrating," agrees Seagrave. "The lack and cost of decent parking hangs over people's heads. There needs to be a more sympathetic view of the car user."
The question of the tram is a vexing one. The first route, which heads north of the city, opened in March 2004 and has been a success. There is a school of thought that says the route was chosen for political reasons, and that a route south and west would have alleviated pressure on the city's roads far better.
Brackenbury suggests that the answer could lie in a redrawing of boundaries. "All of Nottingham would like to see the tram extended but questions over funding and routes remain. Maybe a rethink of boundaries between city and county could have a beneficial effect. It's certainly a thought-provoking issue."
Nottingham is far from alone in seeing a tram system hit the red lights: Birmingham, Manchester, Leeds, Hampshire and Liverpool have each seen light rail systems stall. Worse, to many, central government appears more interested in improving London's transport in time for the 2012 Olympic Games.
There are though reasons enough to be cheerful for Nottingham's prospects.
It has a young population and with facilities like the bioscience incubator BioCity has a head start on other cities when it comes to developing a knowledge economy. The city's diverse economy makes it more robust than others.
And now the dust is hopefully finally settling over the renaming of East Midlands Airport, it should be firmly established as the region's strongest brand. The only snag is quite what that brand now stands for.
 
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