Arenas and their Capacity to Assist in Levelling Up

Levelling up is the flagship policy of the current UK Government. In fact, in various guises, it’s been a central ambition of governments throughout history and has taken on a variety of forms: from new towns, transport infrastructure and commercial centres to, most recently, freeports and investment zones. 

The experience of Carter Jonas’ Planning and Development teams up and down the country demonstrates that a unique opportunity for levelling up lies in the creation of sports and entertainment arenas. Specifically, investment in a landmark scheme which attracts a wide variety of additional uses invariably acts as a catalyst for wider regeneration.

Caroline Searle, is a Partner in Carter Jonas’s Regeneration team, which is the strategic property advisor to Swansea Council. Last year the Council celebrated the opening of Copr Bay, which includes the 3,500-capacity Swansea Arena, seven restaurants, 33 new homes, two new multi storey car parks and a 1.1 acre coastal park. Worth £17.1m annually to Swansea’s economy, Copr Bay is bringing about significant growth. In addition to providing an excellent location for new businesses within Copr Bay itself, existing local pubs and restaurants in the surrounding area have reported a surge in business following the opening of the arena.

Chris Hemmings, a Partner in Carter Jonas’ London office, is working with the wider team on the redevelopment of land to the west of Ashton Gate Stadium, a 4,000 seat arena in Bristol. In addition to the new arena, Ashton Gate Sporting Quarter will deliver homes, offices, a hotel and a museum, along with high quality public realm and landscaping. The 3.62 hectare scheme is part-funded by a further 500 homes which are being delivered in nearby Ashton Vale. 

Just as Copr Bay has already been seen to benefit regeneration, recent history demonstrates Ashton Gate’s substantial potential to do the same: in 2016, the landmark Ashton Gate Stadium redevelopment was completed and resulted in the creation of over 1,000 new jobs, and was shown to substantially benefit local businesses and charitable trusts.

But otherwise the two schemes contrast quite distinctly: Copr Bay is in the city centre, while Ashton Gate is outside of the city centre but in an accessible central location; Copr Bay is publicly funded and Ashton Gate is privately funded; Copr Bay is focussed on leisure and conferencing, while Ashton Gate’s focus is sports and leisure, and Copr Bay is central to a specific new strategic vision for Swansea, while Ashton Gate complies with existing strategic planning policies and documents.

So what is the winning strategy for growth in the case of both schemes?

An element of difference and local distinctiveness is key to success.  As Caroline says, ‘There’s an opportunity to create something unique which celebrates local history and culture.  And it is also imperative to respond to local need. In Swansea it was very important that  Copr Bay included spaces for drinking and dining which championed local distinctiveness and encouraged local businesses, so a decision was taken to let these units to independent operators only. This has been widely recognised as having substantially benefitted the local economy.’

Chris agrees: ‘The vision behind Ashton Gate is very much determined by local need.  Statistics from the State of Bristol 2021 survey demonstrated that people in Bristol are living increasingly inactive and unhealthy lives: 54.8% of the adult population is overweight or obese, along with 33.9% of 10 and 11 year olds. These facts inspired the involvement in and expansion of a number of new initiatives linked to the Bristol Flyers basketball team, including a wellbeing programme, after school clubs, holiday camps, community hubs and a ‘couch to court’ programme for all ages and abilities.

‘The preparation of the proposals included regular dialogue with the local and wider business community. The overwhelming response was support and an acknowledgement that they will make a significant contribution to economic growth and regeneration, providing local employment opportunities in an area of identified need. The proposals are seen to be very timely in supporting economic recovery as the region emerges from the negative impact of the pandemic. Specifically, the opportunity for the proposals to provide a new City Sports Quarter were well received including the potential for it to support the wider regeneration of South Bristol and the emerging Western Harbourside Regeneration Area.’

Copr Bay also seeks to have a wider impact on the regeneration of the city centre. The design of Copr Bay was influenced by changing values and behaviours, including the recognition of the value of good quality public realm in creating successful and sustainable places. More specifically, with an increased awareness of the importance of exercise and social interaction taking place outside, the new coastal park was especially welcomed. Another key aspect of Copr Bay is the new landmark bridge which oversails Oystermouth Road and provides a safe pedestrian connection between the city centre with the marina and the beach, which was a key strategic objective for the Council. 

Furthermore, in addition to the 160 shows that will be hosted by Swansea Arena every year, the building also includes conference facilities to complement the city’s growing office portfolio and co-working spaces and aims to re-establish Swansea as a desirable destination for business with a corresponding positive effect on economic growth. 

Leadership and vision is important, as Chris explains: ‘For Ashton Gate, it is the combination of the vision and financial backing of the owner Steve Lansdown and his team, coupled with the support of Bristol City Council in facilitating the release of a Green Belt site at Longmoor. It is this that allowed for residential development to help cross-fund the Sporting Quarter, which in turn has helped to unlock the scheme.’

Copr Bay, Ashton Gate and many other examples demonstrate that potential for arenas to benefit the wider area is considerable. As such, they could play ain important role in economic regeneration across the country.