Describe the context of this project and its neighbourhood and people?

In 2010 Altrincham was described as a ‘ghost town’, with 30% of the town’s shop units boarded up. By 2015 the Market had won the prestigious ‘Best Local Market’ award at the Observer Food Monthly Awards. In 2018 the town won the Great British High Street (GBHS) award. In 2019, following GBHS award win, Altrincham was invited to host high profile events including the final stage of the Tour of Britain Cycle race and it was the pilot town for the Government’s ‘National High Street’s Perfect Day’ campaign. This initiative was one of the recommendations that came from the ‘High Street Report’ produced by a group of Government appointed retail experts, led by Sir John Timpson. By 2022 Altrincham had been named one of the ‘Best Place to Live’ in the UK by the Sunday Times for the fifth year running. 

The town now has a thriving community with a rich mix of independent shops and high street favourites and has fast become a gastronomic destination with its award-winning Market at the heart of a vibrant food and drink offer. It also has a unique and growing mix of experience and leisure type businesses on the high street. Altrincham is also attracting an increasing number of professional services businesses, head offices and shared workspace. The town sits on the edge of the Cheshire countryside, boasts fantastic schools and great transport links to Manchester and beyond via Altrincham Interchange and Manchester airport which is 10 minutes away.

Tell us what you did and how the project has enlivened the place?  

Altrincham is now described as ‘The Modern Market Town’ and the covered market hosts regional food producers, vintage fashion and furniture, home & garden and contemporary craft. Altrincham Market House is home to award-winning independent quality food operators. A vibrant food and drink scene has radiated throughout the town from the Market area. This was recognised when the town went on to win Foody Neighbourhood of the Year at the Manchester Food and Drink Festival in 2021.

Altrincham has also benefitted from major public and private sector investment including significant improvements to the public realm, the transport Interchange, a new Hospital, a major new Health & Wellbeing Hub and currently in development; Bruntwood’s mixed use ‘Foundation’ on the site of the former House of Fraser store in the Stamford Quarter, and residential developments including The Address and The Down’s Quarter. The town has also embraced the current trend towards shared workspace and coworking offices.

The town also has an award-winning, mobile-first hyperlocal news website, Altrincham Today, run by respected journalist David Prior. Altrincham Today has played a huge part in the town’s prosperity and growth. Altrincham is also fortunate to have a passionately supportive community and many active volunteering groups, like ‘Our Altrincham’ and ‘Altrincham in Bloom’.

Did the project make a positive social and environmental contribution? 

Altrincham has adapted by embracing a more ‘experience’ driven approach to retail including a strong leisure offer. Notable examples are ‘Altrincham Runner’ who sell running trainers but also operate a social running group and ‘Sew Creative’ who offer sewing classes for all levels of experience, ‘Moss Studio & Store’ who sell pottery but also offer pottery wheel classes and ‘Zero Gravity’ which is a float spa on the high street. Many boutique town centre gyms have also sprung up in recent years alongside the larger more established ones, these include Project You and IQ Fitness. New openings are also planned for 2023 including The Massage Company and Fusion, a photographic and recording studio plus casting agent in a traditional high street unit.

There is a strong sense of the town’s business community working together with the support of Altrincham BID which was established in 2016. The BID has enabled the businesses to establish a fund to spend on improvements and animation in the tow including events like the annual Lantern Parade, Christmas Lights Switch-on and Trooping the Corgis as well as many other projects and initiatives.

Footfall data from recent town centre events is strong, with the day of the town’s lantern parade up 6,000 compared to the previous Saturday. Trafford as a whole is also performing well in the Thriving Places Index. Four of the region’s top 10 state secondary schools are in Altrincham, according to the ‘The Sunday Times’ Parent Power guide.

The town’s environmental performance is good with public realm improvements including cycle lanes, rain gardens and pedestrian prioritised areas. Altrincham Leisure Centre (Move Trafford) and Bruntwood’s Foundation developments are both repurposed from existing buildings making them more sustainable. Altrincham Leisure Centre will also be decarbonised using solar and ground sourced heat pumps to provide power. More electric car charging points are being installed and Altrincham BID is looking to introduce a car club. The town is part of the ‘Refill’ campaign, which aims to reduce the use of plastic bottles. “Trio” recycling bins are available across the town. Altrincham is well connected via the modern transport interchange with the Metrolink providing quick and frequent access to Manchester City Centre.