economic prosperity strategy

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wrexham county borough economic prosperity strategy 2012-16

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Investment = employment. Employment = wealth. Wealth = quality of life. Simple.

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wrexham county borough

economicprosperitystrategy

2012-16

Every life is precious.

Built on a million experiences over a million spots of time.

Who we are is already written, but who we become is a blank page to be authored by the hand fate deals us.

Because we are what we experience.

The environment we live in, the opportunities we’re given, the achievements we attain. Ultimately, these things are the hammers and anvils that will shape the person we become.

Keep this thought in mind. We’ll return to it later.

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helloworld

contents

introduction 4

trendspotting 8

make it happen 12

outcome 1 16

outcome 2 20

outcome 3 26

wrexham tomorrow 32

how will we deliver? 38

who will we work with? 40

3

4

introduction

this document has a purpose

There are 40 pages in front of you. Your time is precious. You ask yourself a question:“Do I really need to read this?”

Yes. Definitely. And this is why. The world ischanging. If you don’t evolve, you becomeobsolete. Then you become extinct.

Over the years, the council’s economic development function has evolved in tune with the changing needs, ambitions and expectations of Wrexham.

The purpose of this document is to re-evaluatethe economic circumstances and conditionsaffecting the county borough today, the expectations of our partners and communities, and to evolve our services and objectives to match.

It’s about staying relevant and being effective in a changing world.

5

controlling our destiny

Everyone has ambition. Only some have

ambition worth having.

Wrexham County Borough has always been a

place focussed on the future. Dedicated to

pushing itself and the world forward.

It’s one reason local government here

became engaged in economic development

long before it was fashionable.

It started 30 years ago, when the council was

driven to intervene in the local economy as

traditional employers – the coal mines, brick

works, breweries and steelworks – started to

close, shedding thousands of jobs in the

process.

We had to help people find work.

And even then, the council understood an

important equation. Investment = employment,

employment = wealth, wealth = quality of life,

quality of life = investment.

It’s that simple.

6

We stepped in with our modest cheque book,

buying up closed-down factories and derelict

sites and turning them into attractive offices

and industrial units in a bid to attract new

industry and energise local entrepreneurship.

It was a risky strategy.

But it paid off.

Inward investors both from overseas and

across the UK chose to go with Wrexham,

with attractive loans, grants and a passionate

sales pitch from the council often sealing

the deal.

JCB, Sharp Manufacturing, British Encoder,

Isringhausen, Brother Industries, HOYA and

many other British and overseas investors

decided their futures were here.

this is the world today

Now, 30 years later, the world is struggling

again and fresh challenges are staring us hard

in the face.

Many businesses are trading in an incredibly

tough environment, unemployment is on the

up, high street spending is down and fragile

economies are flat-lining or worse.

The need to intervene and guide the

development of our local economy – to be

masters of our economic destiny – has never

been more crucial.

If we want the quality of life here to remain at

its current level, we need to attract a new

wave of inward investment.

we are nothing withoutfriends

Few things in life are a solo effort. This is a

council-led document that will shape the

services we deliver, but in the modern age,

effective economic development can no

longer be about councils working on their own.

Many other organisations and stakeholders

influence factors that attract or deter investors.

We recognise this. It’s why we involved

businesses, education agencies and other

external partners in developing this strategy.

we need to work together7

8

trendspottingPredicting tomorrow has been a profession

for hundreds of years. From crystal ball gazers

to tabloid astrologers.

But a new breed of corporate clairvoyants -

or ‘trend-spotters’ - are being paid to help

forecast the future by investors looking for

any edge they can get in predicting market

trends.

From the impact of climate change to

immigration to politics.

Here’s our take on things. Nobody can

predict the future, but - if you’re switched

on - you can make an educated guess.

We’ve already suggested that we’ll need to

work with other organisations in Wrexham -

from the university to health services, and

from big multi-national corporations to local

businesses.

We’re also working with other councils on a

much more formal footing now.

In fact, we’ve already identified a number of

key economic development issues that

councils across North Wales might tackle

together.

These include inward investment, youth

unemployment, workforce skills development,

social enterprise and new business starts,

tourism, rural development, supply chain

development and tapping into European

support.

It’s also possible that the ‘local enterprise

partnership’ (LEP) model being tested in

England could be adopted across the UK in

future. The approach relies on formal

public-private sector partnerships to deliver

economic growth.

We’re not predicting how we’ll work in the

future, but we’re in tune with how things

might change. And when change comes,

we’ll be driving it.

9

the energy of our economy

Sure. We’re in difficult times. But WrexhamCounty Borough has a huge amount going for it.Try this:

power

A growing foothold in the sustainable energysector - one of the industries of the future.Our Sharp Manufacturing plant is being citedas one of the biggest and most advancedphotovoltaic centres in the world, capable ofproducing up to 1.8 million solar panels a year.

intelligence

One of the fastest growing student populationsin the UK and a university that’s pushing theboundaries of business and innovation. Research suggests Glyndwr graduates areamong the most employable in the country.

growth

A tourism economy worth £84.39 million ayear and growing. The catalyst for thisgrowth? Pontcysyllte Aqueduct and Canal -one of Europe’s newest World Heritage Sitesand an iconic symbol of Wrexham’s innovativeheritage and DNA.

lifestyle

A phenomenal growth in retail floor-space

10

(450,000 sq ft since 2008) that’s helped lurequality retailers like Debenhams to the areaand convince big players like Marks andSpencer, Next and a myriad of national fashion chains to up their presence here withnewer, bigger premises.

belief

A 5% increase in population between 1999and 2009 (compared to 3.4% across Wales).More people are choosing to live here.

innovation

Wales’ third biggest hospital is at the cuttingedge of medical research and helping to develop the healthcare of the future. In 2010,there were 135 projects involving patient trials, development of medical devices andtreatments.

drive

A multi-million pound road scheme, due forcompletion in 2012, that will dramatically improve access to Wrexham Industrial Estate -a leviathan that’s home to over 7,000 workersand around 300 businesses.

position

One third of the UK population and half of theBritish manufacturing industry within 90 minutes’ drive. Plus the UK’s third biggest airport - Manchester International - and the

global shipping port at Liverpool within 45minutes. Wrexham is connected.

ambition

Plans to transform the ‘Western Gateway’ (nextto Wrexham Technology Park) into a flagship,mixed use business development continue togather pace.

opportunity

100 community groups, 1,000 volunteers and2,000 community learners. Wrexham is a placewhere people can shape the communities theylive in and develop their personal skills and experience.

So if everything is so great, why get involved in developing the economy?Why don’t we all just go home, jobdone? Well, we can sum it up in oneword. ‘Ambition.’

We could sit back and say to ourselves‘Relax. Things are OK. Take the foot offthe gas.’

But the world would move on, so wouldour competitors and five years fromnow we’d be left wondering what happened. Like the athlete who wakesup one day to realise they squanderedtheir gift.

Ambition delivers progress.

ambition releases potential11

investment

quality of life

12

make it happenTo quote an old shampoo commercial, ‘here’s the science bit’…

We like equations because they explainthings. Simply. Logically.

In the introduction, we mentioned a formulawe’ve been working to for a long time inWrexham County Borough:

employment

wealth 13

Let’s look at this a little more deeply.

To attract investment, you have to create an environment where peoplewant to invest. Translation: build theright place.

To help investors locate and grow (andcreate jobs), you have to provide theright support. Translation: work withbusinesses.

If local people are going to take advantage of job opportunities (andincrease their wealth), you have to give them the skills and knowledge.Translation: help people open thedoors they want to open.

Finally, greater collective wealth increases quality of life, which helpscreate a place where business will wantto invest. And the cycle continues.

the trick is turning theory into reality

14

So to make this formula work, we need to focus on three inter-related things: place,business and people.

But there’s something else. Profile. Wrexham has evolved massively in the pastdecade or so, but perception hasn’t alwayskept pace with reality. The world doesn’t always recognise the things we’re good at.We don’t even recognise them ourselves.

It’s time to find our voice. To raise the profile

of Wrexham the place, Wrexham the businessenvironment and Wrexham the people.

So there you have it. The theory. It’s all simplestuff and we’re not the first to recognisethese links.

The trick is turning theory into reality.

This strategy outlines how - with the help ofour partners - we intend to do that.

15

16

outcome 1

why is this important?

The most important question in life is ‘why?’Why are we here? Why do we feel this way?Why are we doing this?

So we have to ask ourselves why is it important that Wrexham is a place wherepeople want to live, work, visit and invest?Here is the answer.

The more people we can persuade to buildtheir lives, pursue their ambitions or spendtheir money here, the wealthier the countyborough will be and the greater the qualityof life for everyone.

But to do this, we need to build the rightphysical environment and the right image or ‘profile.’

And we need to act now. We don’t haveenough of the right land or buildings to attract premium employers. We’re not capitalising on the potential of the tourismpound. We’re not shouting loud enoughabout the county borough as a place to live,work, visit or invest.

Wrexham County Borough is a place where people want to live,work, visit and invest.

17

what are we going to do?

Push forward plans to develop theWestern Gateway into a low-carbon,mixed use business park, helping to attract hi-spec employers. Becausepremuim companies will bring premium jobs.

Continue improving and regeneratingkey business, community and residential buildings, including propertiesin Cefn Mawr through the TownscapeHeritage Initiative and National Lotteryfunding. Historic buildings made fit forthe modern world.

Develop a strategic approach to re-energising key sites and buildings.Everyone needs a plan.

Enhance visitor facilities and infrastructure around PontcysyllteAqueduct and Canal. When you visit a World Heritage Site, you expect aworld class experience.

Create a ‘destination managementplan’ that will help us make Wrexhaman even better place to visit. There’smoney to be made from tourism.

So what’s the plan? How are we going to buildthis environment or create this image?

With our partners (remember what we said....few things in life are a solo effort) we will:

physical environment

18

profile

Image isn’t everything. Substance counts. But if you don’t manage your customers’ perceptions, eventually they’ll misunderstandyou. And then you’ll fail.

Building the right image will be just as importantas building the right physical environment.

With our partners we will:

Build Wrexham town centre’s reputationas one of the region’s top shoppingand urban leisure destinations. Sell thelifestyle.

Capitalise on the marketing potentialof the World Heritage Site, increasingvisitors and raising the profile of Wrexham on the back of its mosticonic symbol.

Build confidence in Wrexham by selling our success stories. The business-people that are world-beaters.The researchers that are pioneers. The volunteers that are changing lives.These are the people that epitomisewhy the county borough is a greatplace to live, work, visit and invest.

how will we measure success?

Indicator Measure Baseline Target by 2015-16

Investment in physicalregeneration

Annual assessment oftotal known investment

£506,806(2010-11)

£5 million

Property demand Average house prices £120,161 (Feb 2011):£737 below Wales average

Bring in line with Wales average

Visitor numbers Annual economic impact findings

1.64 million (calendaryear 2010)

1.9 million

Visitor spend Annual economic impact findings

£84.39 million(calendar year 2010)

£95 million

Town centre footfall Annual pedometercounts

To be established in2011-12

Annual % increase

Town centre voids / vacancies (e.g. emptyshops)

National retail void data To be established in2011-12

To be established afterbaseline

Town centre car parkusage

Collation of private andpublic sector parking data

To be established in2011-12

To be established afterbaseline

Confidence of towncentre businesses

Bespoke surveys To be established in2011-12

To be established after baseline 19

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outcome 2

Wrexham County Borough is a placewhere businesses can locate and grow.

why is this important?

Think back to our equation and the link

between attracting investment and driving

up employment, wealth and quality of life.

Persuading companies that this is the right

place to set up or grow their business is

crucial to creating jobs, putting money in

people’s pockets and increasing their

quality of life.

And there’s work to do. 30% of the council’s

commercial property is empty. Offices,

warehouses and factories gathering dust,

instead of making money.

There are 4,585 businesses in Wrexham

today - 816 less than in 2005.

And just 6.4% of the population is self-

employed, compared to 9.4% across the UK.

As a barometer-reading for ‘start-up on your

own’ entrepreneurship, it’s not that great.

Basically, we need more employers and

self-employed.

But to persuade businesses to invest here

and encourage entrepreneurship, we need to

create the right business environment. And

the right image.

21

what are we going to do?

So what’s the answer? How are we going to get there?

With our partners we will:

Develop relationships with strategically

important businesses. We need to

be on first-name terms with these

people.

Provide commercial property that

meets the needs of local firms,

start-ups and investors from

elsewhere in the UK and abroad.

Help businesses and training partners

identify skills-gaps and work with

colleges to extend the training they

can offer. Sometimes it’s what you

know.

Help firms increase their turnover,

profit and sustainability by

encouraging ‘supply chain’

opportunities and links between

businesses. Sometimes it’s who

you know.

Encourage entrepreneurship, business

start-ups and ‘indigenous growth’ by

developing tailored packages of

support. This includes helping social

and community enterprises.

Adapt our commercial premises and

land so that it meets the needs of

developers and businesses, driving up

occupancy on our industrial estates.

Work with business groups and other

partners to review our markets,

business environment

22

ensuring they’re fit for purpose and

playing their part in a diverse and

attractive shopping offer.

Support activity that will make getting

to and around Wrexham town centre

even easier - by road, rail and on foot.

Support the independent shops that

give the town centre its charm.

We don’t just want them to

survive. We want them to thrive.

A business that locatedhere. And grew.

“What’s the secret to our success?

The answer is simple; it’s our people. We

based ourselves in Wrexham and remain

committed to the town...”

Rachel Clacher is co-founder of the award-

winning Moneypenny. Since its birth in 2000

the company has grown to become one the

UK’s leading professional call-answering

providers, employing more than 250 staff

handling 6.5 million calls a year.

Rachel Clacher.

23

profile

First impressions count. And where you come

from is a key factor. If your business is based

in a town perceived as average, it too will be

perceived as average.

If your business is based in a town that’s

perceived as happening and ambitious,

it too will be perceived as… You know how

it works.

So again, selling the right image to attract

investment and entrepreneurship is a make or

break objective.

With our partners we will:

Sell the opportunities available through

our government-funded Strategic

Business Parks project and Rural

Development Plan. Grants, mentoring

and other carrots to lure investment here.

Target our marketing to attract high

quality businesses wherever we can.

Like we say, premium employers bring

premium jobs.

Build closer links with politicians, civil

servants and other key people in

central government with the ability to

influence overseas investors. The

movers and shakers who are selling the

UK to China, India and the rest of the

world.

Ensure the county borough is seen as a

buzzing place for commercial property

investment and development.

Exploit existing overseas relationships

between Wrexham and the Asian Tiger

economies, including academic and

research links.

24

how will we measure success?

Indicator Measure Baseline Target by 2015-16

Number of businessstart-ups

Start-ups assisted by WCBC

30(2010-11)

60 per annum(300 in total)

Investment interest Inward investment enquiries

100(2010-11)

150 per annum(750 in total)

Commercial property occupancy

% of WCBC commercial property occupied

68%(2010-11)

90%

Investment % of investment enquiries converted

5%(2010-11)

5% per annum (represents an increase if enquiries increase)

Number of recordedbusinesses

Total known businesses

4,585(2010-11)

Higher % increase thannational average

did you know?

5% of the population in China with the

highest IQ is greater than the total

population of the UK

Translation: they have more gifted and

talented students than we have students.

The world is changing.

(Source: Shift Happens. You can find this video

on www.youtube.com)

25

26

outcome 3

Wrexham County Borough is a placewhere people can prosper as individuals and within their communities.

why is this important?

Wrexham’s overall rate of unemploymentcompares well to national averages, but scratchbelow the statistics and you’ll find problems.

Youth unemployment is a major worry. We’re not talking about a ’lost generation’ yet,but it’s higher than average in most of ourcommunities.

The gap between the poorest and averagehouseholds is wide, and widening. We needto reverse the trend by increasing incomesand reducing household costs.

To make the county borough a place whereeveryone can prosper, we have to give people and communities the skills and confidence they need to make the choicesthey want to make.

Ultimately, this strategy is about one thing:people.

It’s about creating opportunity and givingpeople choices. Because without choice, thereis no say in who we are or what we become.

Like we said at the start of this document…

We are what we experience.

Employment is one of the key factors influencing the modern human experience.Employment puts money in our pockets.Money opens doors.

But to take advantage of the job opportunitiesout there, you have to have the skills and experience employers demand.

27

what are we going to do?

With our partners we will:

people and communities

Develop and deliver a plan to reduce ‘worklessness.’ We’ll do this by building on the things we’re already doing well together and providing coherent, streamlined services.

Construct and deliver an action plan to tackle financial exclusion, helpingpeople on low incomes manage their money better by tapping-intomainstream financial services thatmany of us take for granted - basicbank accounts, affordable credit and

savings accounts, financial advice andso on.

Help individuals and communities develop their skills by increasing activities that foster participation,learning and volunteering - particularlyin our most deprived communities.

Encourage youth enterprise and entrepreneurship in our rural communities through schemes like the Rural Development Programme.

28

profile

OK. We want this to be a place where peopleand communities can prosper.

But it’s not enough to provide services thatcan help people realise their potential. We’vegot to make them believe in the possible.

To show that the county borough really is aplace where we can all be the architects ofour own futures.

And the more local people and communitiesbelieve - the more confidence they have inWrexham - the more they will do to sell it tothe outside world.

“Wrexham has given me choices. It’shelped me be what I want to be. Thisis a good place to live.”

29

With our partners we will:

Use the achievements of individualsand communities to show the countyborough is a place of opportunity thathelps people get what they want from life. An aspirational place for aspirational people.

Help social enterprises and communitygroups develop their marketing andcommunications techniques.

Use case studies to bring to life the support and services on offer. If familyx reduced their household costs and increased their income by doing x, yand z, we can use their experience toencourage take-up.

30

Youth unemployment

% of youth unemployed (aged 18-24 years)

32.9% (Aug 2011):compared to Wales average of 34.9%

Remain below Walesaverage / reduce localpockets

Economic inactivity % people aged 16-64claiming Job SeekersAllowance

% claiming incapacitybenefit

3.9% (Aug 2011): compared to Wales average of 4%

8.1% (Feb 2011): compared to Wales average of 9.5%

Remain below Walesaverages / reduce local pockets

Remain below Walesaverages / reduce localpockets

Increase in householdincomes

Average householdearnings in 25 mostdeprived communitiesin Wrexham

71.8% of the averageWrexham householdincome (Mar 2011)

Increase incomes by3.5%

Reduction in household costs

% of households in fuelpoverty

% of people earningless than £15k perannum with a mainstream bank account

26% (2008 calendaryear)

28.3%(2009 calendar year)

1%

2% increase in bank account take-up

Capacity of community sector tocontribute

Groups supported,adults volunteering andadults in communitylearning

100 groups,1,000 volunteers and2,000 communitylearners (Sep 2011)

10% growth across allthree

how will we measure success?

Indicator Measure Baseline Target by 2015-16

31

32

wrexham tomorrow

Everyone needs a ‘thing.’ A talent or skillthey’re known for. A quality that sums upwhat they’re about.

Big corporations have their own thing. Theycall it ‘core ideology.’ It’s basically a value or purpose (or both) at the heart of a company’s thinking.

Take Sony. In the 1950s, the technologymanufacturer decided it wanted to be a pioneer in its field, not follow others, do theimpossible and encourage creativity. It’s stillliving by those values.

So what’s Wrexham’s thing?

What are we good at? What do we believein? What do we want to be known for?

Here’s a suggestion. Innovation.

We could position the county borough as aforward-thinking, genetically innovativeplace.

Why? Because we play our part in pushingthe world forward with new ideas, technology and research. It’s in our blood.And we’re good at it.

Don’t believe us? Here’s a taster.

33

past

John Wilkinson patented new

cannon-boring techniques that

revolutionised warfare (Nelson took

them to sea on HMS Victory).

Methods pioneered by Thomas

Telford at Pontcysyllte (still the

highest navigable aqueduct in the

world) influenced engineering on

a global scale.

Civil engineer William Lowe lived in

Wrexham and drew-up the first

realistic plans for a channel tunnel.

Brilliant engineer. Bad businessman.

34

present

Glyndwr University is helping to

penetrate the mysteries of the

universe by developing mirrors for

the world’s biggest telescope.

The university is working with

researchers at Wuhan in China to

push bio-engineering frontiers.

In 2010, Wrexham Maelor Hospital

oversaw 135 projects involving

patient trials, new devices and

treatments. We’re developing the

healthcare of the future.

The county borough is plugging the

world into the energy of the future

through the Sharp Manufacturing

plant at Llay - cited as one of the

biggest and most advanced

producers of solar products globally.

Over 3,000 council homes are being

fitted with solar panels, saving around

3,000 tonnes of CO2 emissions a year

and helping to lift people out of fuel

poverty.

This is just the tip of the iceberg. There’s

more. Much more.

And what about the future? It’s there to be

written, but with pioneering companies like

Cytec, Nu Instruments, Sharp and others

on the scene, a university that’s in tune

with the modern world and other

forward-thinking organisations, you can

guarantee Wrexham will still be innovating

20 years from now.

35

so what is wrexham tomorrow?

Let’s summarise.

We’re talking about positioning the county

borough as a creative, forward-thinking ‘place

of the future’ by threading a message of

innovation through everything we do.

Our marketing. Our events. Everything that

raises the profile of the county borough.

Innovation will be our ‘thing.’

the voice of wrexham tomorrow

We’ll embrace modern and futuristic

marketing ideas and language to engage our

audiences. Wrexham will be a forward-

thinking place with a forward-thinking voice.

This is really important. In the world

today - where every man and his dog is

‘tweeting’ - we’re drowning in white noise.

Everyone has a voice, but not everyone

gets heard.

You have to say things differently.

Stand out.

Be counted.

36

guiding principles of wrexham tomorrow

courage - cheek - innovation

Look to the global marketing visionaries

and innovators of the private sector. Be

inspired by private sector bravery. Not public

sector caution.

logic - vision - strategy

Underpin style with substance. Use modern

communications methodology that tunes

marketing output into helping achieve organi-

sational business objectives (e.g. the three

outcomes in this strategy).

test - learn - adapt

Some things work. Some things don’t. The

important thing is to know why. Then change.

A final thought..

The greatest thing about positioning

Wrexham as a place of the future is that the

possibilities are endless.

Because innovation is a characteristic that

can be applied to every sphere of work.

Culture, business, education, leisure. The lot.

We can thread it through everything we do.

And everything we say.

All we have to do is be different.

37

helloworld

how will we deliver?

We’ve told you about our three outcomes.

We’ve told you why they’re important, what

we’re going to do about them and how we’re

going to measure success.

And we’ve explained how ‘profile’ - energised

by the Wrexham Tomorrow ideology - will

contribute to each of these three objectives.

Now theory is great. But how are we going to

make these things really happen on the

ground?

Well, we have a series of clever plans sitting

under each outcome.

These are the plans that we - the council’s

Economic Development team - and our

partners will be working to day-in day-out to

make sure we achieve the outcomes in this

strategy.

Look at the diagram opposite. It lists the plans

in place to support each outcome.

38

epseconomic prosperity strategy 2012-16

profile wrexham tomorrow profile

Marketing and Communications Plan (incl. inward investment, town centre and World Heritage Site marketing)

Events Plan

Outcome 1

‘Place’

Physical RegenerationPlan

World Heritage SiteTourism DevelopmentPlan

Destination Management Plan

Outcome 2

‘Business’

Strategic Assets Management Plan

Business Support Plan

Outcome 3

‘People’

Community Regeneration Plan (incl.Communities First)

Rural Development Plan

Employment Plan

Financial Inclusion Action Plan

39

who will we work with?

Nice strategy. Nice action plans. Not worthmuch if we don’t stay on top of them.

As well as reflecting on progress with our delivery partners, we’ll also be reporting tothe council’s Executive Board.

And to the Local Service Board, which cites‘economic prosperity’ as one of its key aimsfor the county borough (have a look at Wrexham’s Community Strategy 2009-20).

So we’ll be keeping an eye on ourselves, andthey’ll be keeping an eye on us too.

That way, we can stay focused and make this strategy work.

Simple.

40

epseconomic prosperity strategy group

Wrexham County Borough Council (WCBC)

CWNE

Yale College

Glyndwr University

Jobcentre +

Town Centre Forum

AVOW

Wrexham Tourism Forum / World Heritage Site Business Club

WCBC Executive Board

Wrexham Local Service Board

includes

41

if wrexham county borough was a

person, how would you describe them?

Restless

Enterprising

Efficient

Stimulating

Determined

Skilful

Strong

Focussed

Relevant

Extrovert

Ambitious

Kind

Simple

Complex

Vulnerable

Competitive

Clever

Difficult

Evolving

Loyal

Diverse

Modern

Genuine

Creative

Warm

Generous

Challenging

Faithful

Cultured

Truthful

Honest

Talented

Complicated

Unusual

Careful

Strong

Open-minded

Focused

Studious

Free-thinking

Humble

Positive

Intelligent

Friendly

Assertive

Industrious

Challenging

Opportunist

Committed

Tough

Resilient

Innovative

Different

Modest

Flamboyant

Hard

Caring

Introspective

Prolific

Visionary

Questioning

Altruistic

Difficult

Joyous

Confident

Intimate

Warm

Layered

Professional

Skilled

Personable

Energetic

Insatiable

Inquisitive

Universal

Balanced

Gritty

Aspiring

Athletic

Brave

Spirited

Courageous

Futuristic

Interesting

Perplexing

Dedicated

Happy

Together42

Written and produced by Wrexham County Borough Council’s Assets and Economic Development Department.

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Photography contributors include Wrexham County Borough Council, Eye Imagery, Sharp Manufacturing, Glyndwr University and Moneypenny.

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