Liverpool’s St Johns Shopping Centre has bounced back after one of the most challenging episodes in its 55-year history.
The closure of the City Council-controlled St Johns Market led to public confusion and the misconception that the whole St Johns Centre had closed – resulting in a sudden drop in visitors.
Now, the centre has been shortlisted for two national industry awards after an intensive effort reassuring customers, finding new income streams, reducing running costs and supporting retailers who struggled for weeks after the market closure.
The result was five per cent more visitors compared with the previous year – an additional 700,000 shoppers over the year to June 2024.
The challenge began last October when retail chain Wilko closed, followed by the Liverpool City Council market, both of which were located on the centre’s upper mall – leaving more than half of it vacant.
Decisive action by the centre’s management team included a bold ‘We are open’ campaign broadcast on the huge Ocean Outdoor media wall facing Lime Street, as well as all social media channels. Five market traders were supported to relocate within the centre.
Car park income increased after the introduction of number plate recognition and online payment technology; plus a new car park loyalty scheme offering a fixed, all-day £6 tariff.
A new partnership was created with a leading projector company, commercialising the iconic St Johns Beacon through sponsorship opportunities, starting with William Hill during the Grand National Festival.
A ‘Retailer Support Fund’ was introduced, supporting stores with targeted marketing.
St Johns Centre Director Neil Ashcroft said: “I would like to pay tribute to my hard working, dedicated colleagues for working together to overcome the challenges of the past year – St Johns is on track to have a brilliant year after facing one of the hardest times in our history.”
St Johns Centre has been shortlisted for two national awards in its industry’s top event of the year. The Sceptre Awards recognise best practice in managing retail destinations around Britain.
St Johns’ Director Neil Ashcroft has been shortlisted for Manager of the Year for a medium venue; and St Johns Car Park is a finalist in Car Park of the Year.
The Sceptre Awards take place on 9 October at the Royal Lancaster in London.
