Ask somebody where they are going out in Swindon on Friday evening, and it won’t be the town centre.
This is unlike most towns, where the centre is usually the busiest, so where is everybody going? They’re going to Greenbridge Retail Park, which is outside the town centre.
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Greenbridge Retail Park
Swindon Superdrug store opens at Greenbridge Retail Park https://t.co/XmhkGtiqd0 pic.twitter.com/plswH7D4TB
— Swindon Advertiser (@swindonadver) June 15, 2024
Greenbridge Retail Park sits roughly two miles north-east of the town centre, and there’s a mix of entertainment spaces here.
There’s a cinema with an IMAX screen, a bingo club open from eleven in the morning until three in the morning, a Pizza Hut and Chiquito for dinner, and a Currys and Next for anyone interested in shopping.
None of the mentioned is unusual for a retail park. What’s unusual, however, is how it completely covers the evening, with food, film, entertainment, and even free parking.
Why the Edge of Town Won
We believe that there are three things that drove this shift, and none of it has to do with preferring the retail park over the high street.
The space comes first. A cinema, bingo club, and bowling alley need space. Town centre buildings aren’t designed for that, and converting them will be expensive.
Parking is next. Town centre parking is metered and finite. Greenbridge, on the other hand, is plentiful and free, which is a very different.
Rent is third. Floor space per square foot outside the centre is far more affordable for retailers, especially compared to those on Regent Street.
Together, they invite more retailers to the area. They also allow retailers to provide services that may not be available in a high-street shop with high rent costs and limited space.
What It Costs
Price is something that needs to be touched on, as Greenbridge Retail Park offers something unique.
Retail bundling is the key benefit here. Greenbridge Retail Park has kitchens, a bar, and a gaming floor all under one roof and can sell someone an entire evening.
Many retailers offer deals that are far more rewarding for their customers as well, which is likely due to the reduced rent cost. The Buzz Bingo club at Greenbridge, for example, offers a bingo promotion that allows you to eat, drink, and play for just £10.
Similarly, the IMAX cinema offers a food and drink deal instead of selling them separately. Even the bowling operator sells by the lane rather than per person, which is unlike a town-based bowling alley.
Such deals would struggle in a town centre. They need volume, parking, and enough space to ensure they can generate revenue.
What the Town Centre Has Instead
The town centre still holds value, and it does have things to do that don’t require volume or a car park.
The Old Town restaurant and bar trade sits well outside the retail park model. MECA hosts music that the retail parks cannot. Swindon’s bid to become the UK City of Culture in 2029 rests on this type of entertainment as well.
Therefore, one isn’t better than the other; they’re just different. One is a large-format entertainment space, and the other is more intimate. It really just comes down to preference, and the retail park seems to be winning at the moment.
