SCEPTRE Grand Prix 2018

Category sponsored by UKPC

The SCEPTRE Grand Prix is awarded to the managing agent or owner that has achieved the highest aggregate score from the judges across all the winning and highly commended entries.

This year’s contenders were:
Ashdown Phillips
Broadgate Estates
Cushman & Wakefield
Montagu Evans
Munroe K



Centre Manager of the Year (Large Centre) 2018

Mark Haynes
County Mall, Crawley
Managed by JLL
Category sponsored by Retail Report

County Mall extends to 480,000 sq ft and is home to 84 stores anchored by Debenhams, Primark, Next and Boots. 2017 was an exciting year for Mark and the team, celebrating the centre’s 25th anniversary with pride. Mark has focussed on enhancing customer experience and customer service, attracting 8 million visitors and maintaining YOY footfall levels +0.1% outperforming the the national average, driving car park income up by +2.77% YOY and increasing dwell time by +21% YOY.

Mark has worked closely with the marketing team to reposition the centre’s perception in key targeted locations since the opening of new stores including Hotel Chocolat, Paperchase, DFS and Italian Kitchen, driving +2.3% YOY additional footfall from targeted affluent areas, increasing average spend by +29% and increasing circulation to combat void space with strategic marketing campaigns.

Mark prides himself on building relationships and making daily store visits to meet and talk with retailers and anchor tenants to understand their business needs and performance. With 71% of the retailers open to feeding back monthly sales data it’s evident Mark is a centre manager they can relate to and trust.

Working alongside the asset manager and leasing team, Mark has helped to deliver three store refits, two store upscales this year with most seeing double digit growth. The void rate remains low at 3.5%.

Mark is an integral member of the town and community. Chairing the Town Centre Partnership and initiating the feasibility of a BID, Mark has an influential stance in Crawley and uses his position to place County Mall at the heart of Crawley.

Mark’s fundraising and community efforts include the opening of Crawley’s very first “Changing Places” facility.


Centre Manager of the Year (Medium-sized centre) 2018

Lynette Howgate
Middleton Shopping Centre, Manchester
Managed by Ashdown Phillips
Category sponsored by Photo-Me International

Lynette is an energetic centre manager with an absolute passion and dedication to her role at Middleton shopping centre. Having only taken up the post in 2106, Lynette’s spirited and hands-on approach has led to some outstanding results in a short space of time.

Most notably, footfall is up 6.5%, car park usage up 9% and the purchase rate is up from 90 to 92% Equally, 11 lettings have been achieved in the past 12 months including a 33,000-sq ft gym.
Lynnette has transformed tenant relations at the centre. Starting from a 10% turnout at tenant meetings, at best, at least 85% of tents now attend. Lynnette has been proactive and flexible in her approach to achieve this, allowing retailers the opportunity to attend at different times.

A retailer intranet system has been created enabling much more effective communication while also being paper-free. Lynnette visit units on a daily basis to speak to tenants face-to-face.
100% of centre waste has now been diverted from landfill, saving 142,470 kg of carbon.

Lynette’s fun-loving yet professional approach means she has an excellent rapport with all tenants, staff and customers. She regularly gets involved in centre events, dressing up as a zombie for Halloween and handing out sweets to kids in the mall.
Community relations have also been improved. Lynette is in an active supporter of the Lighthouse Project charity, persuading the landlord to provide them with the unit, and raising almost £4,500 through centre events and activities.

Lynnette personally put together initiatives that resulted in the town securing funding.


Centre Manager of the Year (Small Centre) 2018

Cyrus Annan
West One Shopping Centre, London
Managed by Broadgate Estates
Category sponsored by On Brand

Cyrus Annan was thrown in at the deep end at West One shopping centre, located on Oxford street with an annual average footfall of about 22 million. His first day on the job as centre manager on May 15 2017 was also day one of a major £4m refurbishment at the centre.

Cyrus had to ensure the centre opened its doors complying with health & safety legislation while also increasing revenue profit and performance of the centre during the seven-month refurbishment. With only one assistant, Cyrus outperformed by ensuring zero health & safety violations and incidents while building relationships and attending late night forums with key stakeholders like residents, TfL and Crossrail.

Cyrus appraised the 17/18 budget and negotiated reductions on security budget by 10.3% while securing an extra 24 hours of manning levels and paying London Living wage rates. Additionally, he negotiated a 1.3% reduction on the cleaning budget.

Cyrus led a rigorous tender process for the centre, singularly writing the specifications for all services (M&E, security, cleaning, office reception and waste). New appointments have been made and best value for money have been achieved.

Cyrus worked very closely with the client’s leasing agents, gathering and analysing trade intelligence and data from retailers each week and communicating market trends. As a result new brands like Notes, iSmash, Wasabi, Scribbler and Culture Trip have moved into the centre within the past few months. Three existing retailers completed refurbs with two more under way. Additionally, footfall for the centre has grown exponentially with a 65.5% year-on-year uplift in January 2018 and 33.35% in March 2018.


All Ireland Centre Manager of the Year 2018

Michelle Greeves
Victoria Square, Belfast
Managed by LSH
Category sponsored by Designa

A retailer of 28 years’ experience, Michelle recognises that delivering world-class customer service to Victoria Square’s brands and customers is at the heart of all that the centre team does. She makes sure that the entire team is recognised for excellence, supported with training to support to their needs.

Victoria Square’s success is built on great people coming together, creating memorable experiences. Measurement of engagement is essential to grow through: visiting the brands in their stores weekly, by monthly meetings with 85% attendance, and better collaboration and engagement in events.

Customer engagement is key because Victoria Square is a destination. Michelle is passionate about giving loyal customers a reason to choose Victoria Square. The robust retail events calendar generates an ROI of 340%, catering for families, schools and additional-needs customers.

For example, the four-week Discover our Museum installation, offering workshops in partnership with a local museum, increased dwell time by 6.3% and generated an ROI of 1,791%. The Christmas light switch-on attracting 48,000 visitors against 4,500 at the city centre event.

A key strategy has been to maximise the growing tourism spend which has grown from 7 to 10%, offsetting the declining Northern Irish spend.

To celebrate the centre’s 10th birthday, a month-long calendar of events showed how Michelle brought the team, customers, stakeholders, charities and community together.

The result is reflected in strong KPIs:
• Footfall up 0.5% to 11.98 million in a very fragile market
• Sales up 4.67% like-for-like and 6.03% total vs 2016
• 0.12% saving on service charge
• Seven voids
• For new tenants: Boojum, Rio Brazil, Pretty Green and Barrhead Travel


Mall Technology Innovation Award 2018

Hammerson Engage
Category sponsored by Premier Park

Consumer engagement has never been easier and more integrated, but this ease of use has not been widely applied to B2B tools in the workplace.

Following a series of research and focus groups, Hammerson recognised the need for agencies, brands and retail start-ups to have a better client experience when booking mall space. The result was the launch of

The portal provides a front end to the industry-leading platform Hammerson has developed over the past five years. Within seconds B2B customers can now access information 24/7 on all Hammerson’s centres including demographics, site plans, photography, contact details and pricing – a level of transparency unprecedented in the industry. With the majority of brands cutting staff resources, this has proved crucial in making booking decisions fall in favour of Hammerson.

Consumers have benefited from a much wider range of in-mall activity, and in a competitive market this gives a clear reason for customers to choose Hammerson’s centres. For the first time ever, Hammerson’s 2017 customer exit surveys recorded customers noticing commercialisation activities and commenting on their quality.

Bookings from the system in year one totalled £190,720, paying back the investment in five months. For the first time, brand enquiries have been received from Italy, Denmark and the USA. Not only did the platform deliver immersive experiential campaigns from mega-brands such as Lucozade, Nintendo and Heinz, but more recently from innovative new start-ups like the Great British Fudge Factory.


Customer Service Team of the Year 2018

The Glades, Bromley
Managed by JLL
Category sponsored by Ride On Entertainment

The Glades guest services team always provided a good, professional service to customers…but for several years it was largely unchanged. Processes, accessibility and services needed to be updated to fit with the ever-increasing demands of customers and a better understanding of the Purple Pound.

The Glades’ general manager asked the guest services team to embrace huge changes to tackle this, including:
• Relocating Shopmobility to vastly improve services for disabled customers
• Removing the traditional Guest Services desk and interact differently with customers

Shopmobility was successfully moved from a dark car park office to the top floor with plenty of natural light, twice as many lifts, two disabled toilets, baby change facilities and numerous disabled parking spaces. It wasn’t a decision that was taken lightly. Recognising that disabled customers plan their route around the centre the team spent a month before the move informing customers about what was happening and why, handling concerns sensitively. Within a week of opening the new area use of Shopmobility increased by up to 20% each day.

Removing the desk was a bigger challenge for the team. It was identified as forming a barrier between the team and customers, something they had become accustomed to. The old desk was removed in November 2017 and replaced with a much smaller, more open trial desk at peak trade. The team rose to the challenge and by January acknowledged it was a much better system, indeed, that by removing and relocating some services it had been their easiest Christmas ever.

The Glades has asked a lot of the team of eight, many of whom are part-time. Thanks to their hard work and positivity through all the changes, customer feedback has since been outstanding.


Marketing Manager of the Year 2018

Lauren Campbell
Victoria Square, Belfast
Managed by LSH
Category sponsored by ADI.TV

Lauren Campbell is a passionate marketing professional with over a decade’s experience in the marketing sector and six years now spent as marketing manager at Victoria Square.
Highlights for 2017 include:
• Full marketing function brought in-house (previously supported by an agency) demonstrating the landlord’s confidence in Lauren’s abilities.
• Two new members of staff (retail liaison and marketing assistant) added to the marketing team
• Most successful year since opening for marketing events in terms of footfall, sales, retailer participation and customer engagement.
• Yearly footfall health level in a fragile market; up against extremely positive 2016 figures reflecting the success of the strategic marketing plan to achieve commercial goals.
• Increased PR coverage
It is Lauren’s mission to foster a customer-oriented culture which is committed to enhancing the visitor experience. She is passionate about giving customers a reason to choose Victoria Square and delivers this vision by constantly reinventing the offer through mall dressing, innovative campaigns and engaging events. These include:
• Four-week Discover our Museum installation to give back to the local community with a strong regional press engagement.
• The largest-ever student event in 2017
• The largest-ever Christmas light switch-on in 2017

Strategic community partnerships including Belfast Photo Festival and the Belfast Festival of Fools. The 10th anniversary campaign majored on how proud of the centre its customers are and how Victoria Square has become an iconic symbol of the new Belfast. This campaign provoked emotion and embodied the customers’ perception of the centre.
Key metrics include:
• Footfall up 0.5% to 11.98 million in a very fragile market
• Sales up 4.67% like-for-like and 6.03% total vs 2016
• Dwell time 80 minutes vs 71 in 2016
• ROI of 340% in 2017
• £4.40 generated for every £1 of marketing spend


Waste Management Award 2018

The Brunel Shopping Centre, Swindon
Managed by FIREM

The Brunel has embraced the need for recycling waste and has been working towards improving segregation of rubbish in order to recycle more. In June 2017 diversion from landfill stood at 85% of waste. By January 2018 this had risen to 95%, and by April 2018 reached 97%.

The centre now has 16 single-source recycling streams which are either baled on site or collected by a dedicated vehicle. Despite the launch of a food hall last year, the centre has increased on-site segregation by 24% year-on-year.

Working with the marketing team, the Brunel created its own branding for waste management which has been used to train to all store managers in what can be recycled and the way to dispose of it. This included the introduction of a regular waste and recycling newsletter which updates tenants on recycling figures. Any tenants not following the recycling policies and procedures are fined.

The Brunel has invested in additional recycling cages and purchased two extra balers. An innovative bespoke bench segregates steel and aluminium cans and the centre is now purchasing a piercing machine to enable pressurised cans to be recycled.

The centre engaged local primary schools, offering education in recycling and upcycling. Visits are well attended and include litter picking with the local council’s cleaning teams. Schools have run competitions to make Christmas decorations from upcycled items. Coming soon is a volunteering event to support the cleanup of the town centre, making it a better place for families to visit.

Operations manager Rob Faulkner said: “I am immensely proud of the team here and the effort they have made to engage tenants and the community in our waste management initiatives, all of which have reaped improvements in segregation the amount recycled and engagement.”

Energy Management Award 2018

White Rose shopping centre, Leeds
Managed by Landsec

2017 was a game-changing year for White Rose shopping centre in Leeds with a focus on energy management and sustainability.

In August 2017 the centre unveiled the installation of the biggest photovoltaic system on a retail site in the UK. The roof installation will generate 68,000 kWh of power a year, enough electricity to power over 200 UK homes for 12 months. The PV will supply 39% of the daytime electricity used in the mail areas of the centre. In its first year, the system will reduce carbon emissions at White Rose by 250 tonnes; equivalent of over half a million miles of passenger car emissions. It consists of 2,902 individual panels, each of which measures 1.6 sq m. The PV will maximise on-site renewable energy generation, reduce electricity consumption from the grid and deliver significant financial benefits to retailers based at White Rose.

It forms a key part of the ongoing sustainability strategy at the centre, which includes a comprehensive bio-diversity programme alongside energy efficiency measures and a focus on reducing food waste – an anaerobic food digester has been in operation for over two years and has reduced over 100 tons to water during 2017.

White Rose is committed to sustainability and continually aims to reduce the carbon footprint and to enhance a positive impact on the environment and local community. Other 2017 initiatives have included the roll out of LED lighting throughout the centre and car park. And newly installed electric car charging points for shoppers and staff are connected directly to the solar panel system. When the sun is shining the system offers truly sustainable vehicle charging. Further electric charging points will be installed in the future as the demand continues to grow. |