Achieving long-term regeneration by putting community at the core

Revitalising economically challenged areas normally means tackling a range of issues. Investment is critical, but it’s the people living in the community who will underpin lasting transformation. Without local engagement and buy in, the long-term success of regeneration will be limited.

It takes a clear sighted, collaborative approach to raise aspirations, create opportunity and shift mindsets. When done well, regeneration transforms not just a place, but the way people feel about it and themselves.

At one of our most recent projects in Grimsby we are witnessing this type of change happening. The Lincolnshire town, which has suffered from industrial decline for years, is now experiencing something of a resurgence. With its rapidly growing wind power and chemical sectors, the town itself is also being reshaped by one of the largest single investments in its history: a £50m reinvention of its community-focused, town centre shopping centre, Freshney Place. This initiative led by North East Lincolnshire Council (NELC), in conjunction with other strategic projects in the area, will transform Grimsby. Freshney Place will be the centrepiece of this vision turning into a thriving multi-use destination, blending retail, leisure, healthcare and education in a way that caters directly to community needs.

Since falling into public ownership in 2022, Freshney Place was identified by NELC as a pivotal regeneration project – one already backed by £20m of government Future High Street funding. Beyond new buildings and public shared spaces, its redevelopment is helping to restore confidence in the region and unlock investment for a town long associated with industrial decline.

Multi-service destinations: shaping the future of town centres 

The challenges facing UK high streets have been well documented over the last decade: retail contraction, changing consumer behaviour and reduced investor confidence. Traditional retail-led strategies can no longer deliver sustainable regeneration across the country.

At Queensberry we now think about town centres as multi-service destinations. Places where people can access the things they need most, whether that’s shopping, leisure, community services – education and healthcare – all in one location.

The introduction of a large NHS Community Diagnostic Centre (CDC) into Freshney Place illustrates this shift. Expected to attract tens of thousands of visits each year, the CDC will diversify footfall, bringing new groups of people into the town centre who might not otherwise visit. For the community, it means more accessible healthcare; for surrounding businesses, it translates into greater footfall; and for NELC, it strengthens the long-term resilience of the scheme.

Local leadership as a foundation for confidence 

Delivering regeneration on this scale requires vision and stability. In many cases, that leadership is best provided by local councils, whose long-term stewardship allows them to prioritise community needs over short-term returns. Queensberry prides itself on being a strategic partner in such situations – to bring commercial awareness and development expertise to the table and support public sector clients through the multiple challenges of shopping centre ownership and redevelopment.

Public ownership of key assets sends a powerful message: this place is worth investing in. This leadership, aligned with strategic partnerships and expertise, can help to de-risk other private sector projects, encouraging investment. In Grimsby, despite national pressures on retail, occupancy levels remain strong and interest from new operators is growing. That confidence is a direct result of NELC’s willingness to lead from the front and commit to a long-term strategy.

Building pride and momentum through collaboration 

Regeneration is not only about economic returns; it’s about re-establishing civic pride. When residents see tangible improvements to their town centre – a revitalised market hall, improved public realm, a new cinema, improved community facilities and vibrant shops – it begins to shift mindsets from decline to possibility.

This shift in attitude is powerful. It encourages small businesses to invest, attracts larger national brands and inspires people to believe in their town again. Just as importantly, it fosters collaboration. From public consultations to partnerships with local organisations, projects work best when they are shaped with the community, not imposed on it. This has been our ‘real life’ experience.

A blueprint for sustainable regeneration 

As already mentioned, the future of our town centres will not be secured by retail offer alone. It will be secured by creating destinations where people want to live and that combine essential services, leisure, retail and community uses in ways that meet real needs. Backed by strong local leadership, particularly through council-led ownership that provides stability and confidence. And it will be secured by putting aspirations, civic pride and collaboration at the heart of every decision.

The reinvention of Grimsby’s Freshney Place is just one example of this approach in action. Regeneration, at its best, is not about quick wins. It’s about planting the seeds for long-term growth whilst restoring pride and building inclusive, resilient places where people want to spend time and communities can thrive.

That is the kind of regeneration worth striving for.