Brixton Town Centre Research Project

25 - 28 June 2018

Situation Analysis

• BID represent local Brixton businesses. They want to improve Brixton to encourage more people to visit, which will in turn help support local businesses

• To do this they need to understand • The purpose for which people come to Brixton

• What they do when they are here

• Their experience & opinions of the area as it currently is

• What can be done to improve it for future.

Research design

• Methodology: Face to face interviewing

• 206 respondents interviewed, mix of demographics

• Research conducted in and around Brixton• High Street, Electric Avenue, Covered Market,

Windrush Square, Pop Brixton

• Interviewers: students aged 16-18 from the Elmgreen School, Tulse Hill

Design, fieldwork and analysis

Thanks to the IPSOS MORI Team -Monika, Alex, Darraugh, Toks, Joe and Samira

Who visits Brixton?

Tend to be younger - over half aged 18-34, slightly more female

Q. What age group are you in?Base: 205

Q. What gender to you identify as?Base: 203

Majority are employed, ethnic mix

Half live locally - SW2 and SW9 postcodes

Q. Do you mind sharing your

postcode?

80 responses

Majority of daytime visitors come from Lambeth

Q. Do you mind sharing your

postcode?

80 responses

Time spent ● Visitors tend to spend 5 hours or less in

Brixton….1-2 hours is the most popular duration

● With a short time to attract & keep visitors, what

facilities could encourage them to stay longer

and browse/ relax?

What brings people to Brixton?

People are in Brixton because they live here, work here or are visiting Visitors largest group, though a few who live locally also chose this category

Three quarters are in Brixton four times a week or more

Work is the primary purpose, followed by shopping, leisure & socialising

Q. What brings you into Brixton centre today? (Choose all that apply)Base: 200

Purchases requiring thought are on the lower end of the spectrum, people are less purposeful and more impulsive at this time

Q. What will you shop for today?Base: 90

Opportunity for BID is to create more interest & excitement

Independent businesses rival the high street shops

Q. Where will you shop today?Base: 85

Eating and drinking: Independent food options are more popular than chains during the day

Q. Where will you go to eat or drink?/Where did you go to eat or drink?Base: 117

32.5

Brixton Village/ Covered Market/ Market row

19.7

Fast Food

18.8

Pop Brixton

18.8

Coffee shops(of which 5% are

independent)

Q. What will you eat or drink/What did you eat or drink?Base: 109

41% of the total sample are in Brixton for work. Amongst this group the majority work in the area and a third are visiting for work

Q. Amongst those here for work, what are you here for?Base: 84

Personal admin, health and beauty are the key services that bring people to Brixton(as is typical of a high street)

Q. What services did you use/will you use today?Base: 69

Overall, fewer people are there for entertainment. Amongst these, most are here for bars / football

Q. What entertainment will you/did you visit today?Base: 40

Brixton Rec is the most popular leisure destination

Q. What sports and leisure facilities will you/have you used today?Base: 41

Spend relatively low - majority spend less than £20. (But here frequently)

● 18-24s and local workforce are the biggest spenders between

£5-9.99 …almost 40%!

● Visitors, mainly female are the ones with high spend (£100+)

albeit this is very few people overall

Breakdown of spending

Experience of Brixton

Most people enjoy their time in Brixton

People enjoy the unique atmosphere, made better by the nice weather!

What people like (135) What people don’t like (13)

• Brixton is too expensive• Hates Brixton• Busy working• Too busy• Too much gentrification, less culture• Its difficult• All the old places are closing, places that bring

culture• They need different culture shops like bubble tea• Tiring• Too crowded• Quite dirty air• I have to work• Not enough shops

Q. What can be changed or improved in Brixton to make you

want to spend longer here/ come back again?N=65

“Funding for toilets noise pollution enforcement

particularly at tube upkeep of Windrush square

flowers etc removal of graffiti bins need repair.”

“More cultural, in danger of being

gentrified and should keep its roots and

culture”

“Less police cars because of the noise

and uncertainty”

“Upkeep, maintenance and clean air”

Opportunities for improvement are cleanliness, more police presence but unobtrusive, maintaining character & uniqueness

People want a more welcoming environment –cleaner, relaxing, greener, more cultural

Q. Which options make you want to spend longer here/ come back againBase: 153

Cultural events sought are youth & music

Q. What kind of events would you like to see?N=30

Art spaces & work spaces are also desired

Summary & recommendations

Summary

• The purpose for which people come to Brixton in the day:• 1/3 each live, work & are visiting

• What they do when they are here• Working, shopping & eating out are the main purpose. There is opportunity to make the experience

exciting as people are more in impulse mode• When it comes to shopping & eating out, independent shops are sought after. Majority will spend

less than £20 pounds• Health & beauty & administrative services are the main draws for services• Entertainment & sports facilities play less of a role in the day time

• Their experience & opinions of the area as it currently is• Majority enjoy the Brixton experience as it is unique atmosphere, enjoyed more in the nice weather

• And what can be done to improve it for future• Opportunities for improvement are around cleanliness & more cultural events• Art spaces & work spaces are also desired

Recommendations• A cleaner & a greener environment are important to making a more

welcoming atmosphere, along with more facilities like seating & toilets. Pavements need special attention

• Maintain & encourage the presence of independent shops – they give the area character

• Events for & led by young people e.g. urban greening projects

• Encourage more road safety e.g. longer traffic lights to make crossing easier

• Police presence is desired but in a more quiet way

Solutions - cleaner and greener

• JC Decaux could help with toilets• Greening Brixton e.g. Brixton in bloom/Roof

garden competition/Brixton’s greenest resident• Challenge big night time venues:

• Clean surrounding roads e.g. Considerate Contractors clean up, repair, gardens.

• Good PR. It’s your Brixton too…• Take action to stop people peeing in bushes

and alleyways (put in lights or gates)

Solutions - fresh food market

• Show people how to do evening/ weekly shop in market (how compares to Sainsbury’s - cheaper and fresher), four different people, video/social media

• Offer stall-holders refund on pitch costs if stay open late

#BeBrixton/#ShopBrixton

Solutions - community events

• Commission day-time events programme• Partner with local youth and arts organisations• Animate Windrush Square

- Lunchtime concerts- After school activities

Thank you for listening