The Effect of Gunwharf on the Retail Trade in Portsmouth - Case Study Example

The Effect of Gunwharf on the Retail Trade in Portsmouth Student Name: Institution: Date: Introduction Portsmouth is one of the largest cities within the ceremonial county of Hampshire found on the South coast of England. It is well known as the United Kingdom’s major island city. On the other hand, Gunwharf Quays, a shopping mall in the city of Portsmouth is considered as the centerpiece of the revitalization of Portsmouth Harbour. It is a landmark scheme that made the city to be re-launched as one of the leading waterfront retail as well as leisure destinations within Europe. Research indicates that Gunwharf Quays is an attractive location for visitors who may be looking for retail place to shop within the heart of Portsmouth. Initially, Gunwharf Quays retailing was perceived as designer and cosmopolitan entry that was different from other major traditional retail centres in the city of Portsmouth. During its planning stages, the retailers of Gunwharf in particular those found in the Southsea regions of Portsmouth were very much concerned about the development of Gunwharf whether if it would take lead in trade and outcompete other shopping areas in the city. Today, the modern developments at Gunwharf Quays make it a different market from other traditional and niche retail openings and restaurants in the Southsea region of Portsmouth city (Legg, 2006). In a recently published, the News articles (Thomas, 2002) examined that the Commercial Road within the city centre and the main shopping location in Portsmouth, based on trade and visitors has made a huge lose of approximately 23% of its total numbers of visitors who come to shop between 1999 and 2001. On the other hand, Thomas (2002) argued that although the number of visitors has fallen, there were no traders’ reports indicating a fall in profits. This creates a different way to examine the issue which implies that traders were as well not making any increase in trade profits otherwise this could be highlighted in the article. However, the fall in the number of visitors who use the Commercial Road in a period of the above highlighted years, clearly corresponds with the establishment of the West Quay outlet in Southampton. Thomas (2002, p.7) argued that there could be a causal link and not just a correlation between the establishment of Gunwharf Quays and the decline of trade within the City Centre as he stated that, “Currently, people are shifting their interest in the centre to the opportunities of glossy new developments, for instance, Gunwharf quays and the Southampton’s West Quay”, Thomas (2002, p.7). It cannot be doubted that West Quay has to a larger extent attracted potential visitors all the way from Commercial Road. However, it is quite clear that Gunwharf Quays is well-positioned as the main competitor of Commercial Road as well as the major reason for the continued decrease in number of visitors. Recent redevelopments have resulted in new shopping areas, for instance, the upmarket Gunwharf Quays that contains fashion stores as well as restaurants and cinema for entertainments. Some of the largest shopping sites that have been established as a result of the Gunwharf redevelopments include Ocean Retail Park that is found on the north-eastern part of Portsea Island. This has shops that offer large floor space where consumer goods are sold, the Bridge centre as the shopping centre which is currently dominated by the various Asda Walmat. In addition, several of other smaller shopping sites exist throughout the city which promotes retail trade in Portsmouth city (Harrison, 2007). In study carried out to examine the reason as to why firms have decided to locate at Ports lent, Cook (2001) focused on the role played by the intense competition from Gunwharf on those firms considering Ports Solent as the immediate and possible site for them to locate. Cook added that officials found at Ports Solent in their attempt to remain optimistic. The officials also become worried with perception that regular as well as potential visitors, particularly the middle class would prefer to visit the heavily-marketed and newly developed waterside facilities. This could be regardless of whether on shopping or restaurants and entertainment at Gunwharf Quays. In addition, the management team argued that the development of Gunwharf based on its proximity to main city centre as well as improved transportation access through ferry, road and train, would render the poor access to the Port Solent. This is simply because it is the only viable route to use road transport since there it is not in close proximity with train station, though it hosts poor bus services. As a result, the possibility of lack of trade and the associated profitability in Portsmouth city has made a number of firms to become less interested in shifting to Ports Solent. Since Gunwharf is a shopping, restaurant and entertainment as well as retail development which is more or less in similar operation with Ports Solent. Therefore, it would appear amazing if Gunwharf fails to steal a lot Ports Solent’s trade, in particular from Portsmouth and Southsea cities. This clearly indicates that every outlet in those cities regardless of whether involved in shopping or restaurant will be affected and not simply Ports Solent. The questions remains how the outlets involved in retail trading are supposed to compete now that they are considered to be out of the way, yet Gunwharf is increasingly being promoted until without any possibility of being outcompeted (Cook, 2001). Although there is no any firm that has relocated from Ports Solent to Gunwharf location, there is a high likelihood of Ports Solent may or will have to suffer due to lack of trade because of the intense competition faced from Gunwharf. The competition is as a result of the closures of retail and restaurant outlets. This clearly indicates that rather than working in collaboration with other shopping malls and restaurants, the Gunwharf is creating more intra-urban and non-profitable competition for the existing retail locations, including the city centre, Southsea and Ports Solent (Twaites, 2000). It is important to note that the development of Gunwharf in Portsmouth City, clearly demonstrates the complexity as well as the level of commitment required to take the large Brownfield sites back for viable use. This also reflects how the careful planning made on such redevelopment could lead to the establishment of good quality and successful places to enhance retail trade in Portsmouth City. It has been reported that since its opening in 2001, Gunwharf has attracted more than 3 million visitors within the first 9 months, and thus has contributed to a stimulating new environment for retail trade in Portsmouth. This has provided a significant facility, particularly for the residents and visitors alike. Furthermore, the initiation of the Ariadne and East Side Plaza sites’ work indicates that a number of the Gunwharf site land has been developed or underway. Therefore, completion of Gunwharf Plaza development is most likely to offer a public focus in the Gunwharfs Quays’ development in Portsmouth City. For example, it is expected the development of this Plaza in particular at the eastern region of the Canal would host various events such as concerts, shows and cinemas or theatre performances as well as specialist markets to promote retail trade in front of the landmark building. As a result, the success of the whole Gunwharf project would be clearly represented in Portsmouth City (Cook, 2001). The major contradictions emerging from the redevelopment of Gunwharf in Portsmouth City Albeit, the rhetoric behind the development of Gunwharf provides the view that the retail and nightlife aspects of the development are unique from other traditional retail sites based on its designer outlet perception, it is quite clear that the reality could appear to be totally different. This is simply because Gunwharf represents the vicious intra-urban and ultimate zero-sum competition for other retail locations such as Southsea, Ports Solent and city centre in Portsmouth. It is important to note that Gunwharf has already begun to and will continuously take trade as well as potential investment far away from such locations (Weyes, 1995). Therefore, it can be concluded that a part from the boosterish claims made by its developers and local newspapers, the development of Gunwharf based on its long-term serving has not yet tackled the fundamental economic issues of low wage economy, under-investment and the increased unemployment. Conclusion In regard to the above discussions concerning the effect of Gunwharf developments on the Portsmouth City, it can be concluded that though Gunwharf still hides behind the understanding that it is unique due to its designer outlet nature, the fact remains that Gunwharf is poorly integrated with the rest of other retail sites within the Portsmouth city. Gunwharf has taken trade as well as potential investments, and thus it will ultimately lead to long-term joblessness in the other regions since businesses or retail trade is forced to react to the profit slumps. Based on its designer outlet point of view, the rhetoric behind the development of Gunwharf clearly shows that the retail and nightlife aspects of the development are different from other traditional retail sites. Gunwharf Quays is an attractive location for visitors who may be looking for retail place to shop within the heart of Portsmouth. References Cook, I. R. (2001). ‘Why do retail firms locate on the Boardwalk at Port Solent?’ Department of Geography, University of Portsmouth. Harrison, A., (2007). The impact of the car on the City of Portsmouth and how it affects people and place, University of Portsmouth. Legg, B., (2006). Revitalization on the naval waterfront: experiences in Portland, UK, University of Portsmouth. Thomas, P., (2002). ‘Struggling shopping center could bustle European-style’ The News, 22nd July 2002, pp 7. Twaites, G., (2000). ‘Urban regeneration at Gunwharf: socio-economic consequences for Portsea’, Department of Geography, University of Portsmouth. Weyes, L. C., (1995). City of Portsmouth: Gunwharf/Millennium Development Brief, Portsmouth: Portsmouth City Council. Read More