A Tale of Two Cities

[prev] …at the centre of a region like Norwich in East Anglia, nor is it like Lincoln, Cambridge, Leicester and Nottingham – all regional, county-based centres. ‘We’re at the centre of a region that influences the edges of four counties. But we’re still a key, growing region for the future and our influence is set to increase.’

Nevertheless, it’s challenging for a place to put itself on the map if no one is quite sure where it belongs. It’s a Catch 22 – businesses will come if they see the benefits, but they won’t see the benefits unless they come. Giving them as many reasons as possible to come, therefore, is crucial. This is an issue about which Charles Taylor – Dean of Peterborough, and responsible for the city’s one well-known icon: the Cathedral – knows a fair bit. ‘Cambridge is much more on the tourist trail,’ he says, ‘a diverse centre for all sorts of things, and by default, if people are out that way, it’s quite easy for people to go to Ely Cathedral. Ely is a much smaller town, but has many more visitors of that sort than Peterborough. It’s not that Peterborough suffers from Cambridge, but rather that the horizons of those visiting Cambridge have not been extended much beyond it. It’s not so well publicised.’ He believes the Cathedral itself is a key element in developing Peterborough, and is actively using it to raise the city’s profile and attract business.

Everyone is aware of each other in a way that perhaps they’re not so much in Cambridge, which turns out to be Peterborough’s key strength – and Cambridge’s major problem…

‘There does seem to be a strong urge for people to work together on this,’ says John Bridge. ‘Talking to Charles Taylor about the Peterborough 900 Campaign one can see that this is one of the key factors that will unlock things. But it’s all part of a jigsaw, everyone is aware of each other in a way that perhaps they’re not so much in Cambridge.’ This, it turns out, is Peterborough’s key strength – and Cambridge’s major problem. But more on that later…

“National companies recognise the growth potential of Peterborough and they’re always looking to invest where they’ll get the best return.”

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If Peterborough is known for anything beyond the Cathedral, it’s shopping – and on this front, it certainly holds its own. ‘There are lots of very successful businesses wanting to invest in Peterborough,’ says John Bridge. ‘Primark opening, additional tenancies in Queensgate, development in Cathedral Square, the restaurants and food offerings – national companies recognise the growth potential of Peterborough and they’re always looking to invest where they’ll get the best return.’

But it isn’t just about the big brands – it’s also about smaller stores; local businesses that keep money in the local economy. Rachel Parkin of the Balagan Group, who has run independent stores in both Peterborough and Cambridge, says: ‘Unfortunately there does seem to be a perception that Queensgate is Peterborough shopping, and not the city centre as a whole. Peterborough could value its independent retailers and invest into them along with the community they create, as they definitely enhance the shopping experience. Cambridge, too, could be reminded that brands aren’t everything. While an anchor brand creates traffic, a local store creates community.’ Cambridge obviously benefits from a very large tourist footfall, but it’s not just this that shapes its retail scene. ‘In Cambridge the student population creates the demand for many of the more interesting stores and offerings,’ says Rachel. There are issues, however. ‘One drawback to Cambridge is that you really need to decide which end of town you want to be – Grafton Centre or otherwise – because it’s a fair haul over from one to the other.’

In spite of what free-market economists might like to think, retail doesn’t just happen

Samantha Hale – who is also Commercial Director of the Perkins Great Eastern Run – established the Advance Performance sports shop in Peterborough, and later expanded to Cambridge. ‘We have two stores, 16 staff and quite a big turnover. It was a big thing for us to think about Cambridge rents. But we do get people travelling from all over the country to us for our expertise, and we did get an awful lot of people from Cambridge, so we knew that if we didn’t go to them, somebody else soon would. We looked and looked for premises, and again we thought outside the box. We’ve got a lovely little barn conversion with parking – which is essential in Cambridge, because it’s a nightmare for parking.’

‘A nightmare for parking’ is one of the most commonly made observations about Cambridge, and it highlights the impact of infrastructure. In spite of what free-market economists might like to think, retail doesn’t just happen. Mike Greene – Peterborough’s Secret Millionnaire, with a lifetime of expertise in retail – emphasizes the need for a clear vision here, too. ‘I had…[cont]