In February’s Vale Matters column, Councillor Craig Reeves, independent member for Harvington and Norton at Wychavon District Council, explains the rationale behind the new Evesham Town Centre Business Guide.
By Councillor Craig Reeves
THERE are plenty of spaces in our town to nestle into on a cold, grey day. A coffee or dinner at one of the many cafes and restaurants, but the time of year doesn’t frame the town centre in the best light.
Where buildings have been neglected, they showcase rotting shop fronts, boarded up windows and the sound of The Specials’ ‘Ghost Town’ starts to echo in my mind.
Combine vacant shops with those with unattractive window vinyls or out-of-character signage and it’s no wonder that many who visit feel dismay at what once was, with what they see now.
Of course, this isn’t unique to Evesham. Many small market towns across the UK have experienced the same decline. So how do we remedy this?
There’s no silver bullet. But there are practical, local steps we can take to lift the area and make what currently feels neglected investible once again.
When you look at market towns that successfully attract a diverse mix of businesses, one defining attribute stands out: character.
Evesham has character in abundance. We have a depth of heritage and history that many other towns would envy.
Add to that our geography – a stone’s throw from the Cotswolds, well connected to surrounding towns and cities, and even boasting a direct train to London – and it’s clear we have a great deal to lean into.
Yet to truly bolster our character, we need to better respect these planning policies and guidance already in place. Guidance, that in my view, has slipped through the cracks over the decades.
Bridge Street, Evesham. Picture by Claire Edwards
Our designated conservation area encompasses Vine Street, Bridge Street, Port Street, and the High Street. Spaces where specific policies exist to protect and retain a distinctive, characterful environment.
These purposefully steer the use of window vinyls, lighting, advertising, and even the colour of paint – leaning into heritage colours. It’s hard to believe this guidance exists and many businesses may unknowingly contravene the national and local policies and vision.
For me, there are two core matters to resolve. The first is (as mentioned) whether businesses are adhering to these policies. The second, and arguably more important, is the relationship and ongoing discourse between Wychavon and town centre businesses.
This is precisely why I proposed the creation of the Evesham Town Centre Business Guide, to highlight the value of our heritage, encourage businesses to embrace the town’s character and, where necessary, bring frontages and signage back into line with existing policies.
Each business has an obligation not just to itself, but to its neighbours. Successful places such as Broadway work because individual businesses understand that the appeal of the town as a whole relies on the quality of every frontage.
By recognising where we can improve and, crucially, where we can collaborate, we can create value through a shared vision.
The guide, which is a collaboration between Wychavon, Evesham Place Board and local organisations, is being delivered to all town centre businesses. Visit: eveshamplaceboard.org.uk/projects/ to download a copy.
