Raising the profile of the Cleveland Centre as the shopping destination of choiceLeigh Burnett
The Cleveland Centre in Middlesborough at 411,600 sq ft is one of 4 shopping centres in the town and needed a point of difference for retailers and customers to ensure it remains the primary shopping destination in Middlesborough.
The Cleveland Centre is an advocate of the ‘We Are Purple’ campaign to ensure both staff and properties are ‘disability confident’.
Initiatives included changing the colour of rails and flooring and undertaking minor works to smooth floor areas.
We have introduced ‘Quiet Sundays’ where the mall and shop music and hand dryers are switched off as these intrusive noises can cause anxiety amongst shoppers with disabilities such as autism.
The Cleveland Centre is the primary sponsor of the town Christmas Switch on as well as the 5km Brownlee Run.
The Cleveland Centre has strong connections with Middlesborough Football Club and is a lead partner of Roarys Class Act which is a programme to encourage primary school attendance across Teesside.
Cleveland's Kid Club was set up three years ago and runs once a month on a Saturday to encourage families to visit the Centre and take part in all sorts of craft and entertainment activities.
Membership and loyalty programmes are in place to promote return visits and further strengthens the Centres Community engagement.
This initiative has primarily focused on raising the profile of The Cleveland Centre to the dominant shopping destination in the town.
Choice, Community, Committed is the adopted strapline for The Cleveland Centre which is used to promote Community Engagement and ensures that The Cleveland Centre is the first Centre that the Council approach to coordinate with town events.