Flagging up the night-time economy

The evening and night-time economy (ENTE), the time period between 5pm and 5am, presents a unique set of challenges and negative perceptions abound. Issues such as reducing crime and disorder, limiting the effects of alcohol on health and improving licensed operator performance tend to grab headlines. Some parts of society feel excluded from their town and city centres after dark. There is an ongoing need to change local resident, worker and visitor perceptions.

The Association of Town Centre Management (ATCM) aims to ensure that the ENTE is taken seriously as both an economic and a cultural driver, and is not simply lost in the melange of community and public expenditure issues which currently brings it into the public’s attention.

The aim of Purple Flag is to raise the standard and broaden the appeal of town and city centres at night

The ENTE covers a wide range of activity in town and city centres, from traditional pubs and contemporary bars, to cinemas, live music and special events. These combine to form an after-dark offer that results in a sizeable economy with its own unique qualities – one that is distinct from the day-time version and yet remains intrinsically linked to it. The ENTE has been recognised as having significant economic impact for a number of reasons. It is estimated that the value of our night-time economy, £66bn in 2009, accounts for up to 27% of town and city centre turnover and between 5% and 10% of most locations’ overall employment figures.

The public experience of the ENTE should be a focus for all ‘place management’ professionals. Currently, it is collectively managed by a wide range of individual businesses and organisations. In order to improve the experience, it is necessary to focus on partnership, engagement and consultation, thus providing the groundwork for sound management.

One major intervention in this field of work is Purple Flag, a national accreditation scheme that recognises excellence in the management of town and city centres after dark. Being awarded a Purple Flag provides high profile recognition for people, businesses and organisations that manage their centres effectively and are successful in improving the overall experience. The programme is positive, forward-looking and practical, and is designed to benefit all stakeholders who are involved. The aim of Purple Flag is to raise the standard and broaden the appeal of town and city centres at night, changing perceptions surrounding the ENTE resulting in a better experience for all. It is a very rigorous and holistic framework and one that all place management organisations can use to assess position and performance. Purple Flag is critically a partnership. There are unsung heroes at work keeping town centres alive and enjoyable through the evening and into the night: from restaurateurs, waiters and chefs to museum managers, musicians, artists and DJs.

The results are perhaps best seen from the consumer viewpoint. Are there things to see and do? Is it a place I am happy to spend time in? Is it safe and well managed? Can I get home afterwards? It is from these perspectives that the true value of the accreditation programme can be appreciated.

Purple Flag partnerships manage a range of activities and services in their centres to benefit all ENTE stakeholders, including producing special cultural events, steering promotion and marketing, providing information about transport, coordinating management of cleanliness and safety, in addition to guiding business development and licensing policy. These activities benefit both the business operators and the public services behind the after-dark experience. Purple Flag initiatives have helpjavascript:void(0);ed attract a more diverse mix of people, inspiring confidence in residents and visitors, and broadening the range of businesses.

Martin Blackwell is Chief Executive of the Association of Town Centre Management.

www.atcm.org