Last Sunday, Swindon saw an unexpected visitor in the form of M.Combe07, who recorded a TikTok video capturing his first impressions of the town.
The video has since gained traction with over 600,000 views, with viewers expressing shock over the state of the town centre, where numerous shops remain closed.
As the video circulated, one glaring issue came to light – The Parade’s advertising still prominently displayed retail stores such as Debenhams and Clarks, long after their closure.
Let’s delve deeper into the impact of the TikToker’s visit and the challenges faced by Swindon’s town center.
In the age of social media, every visit can be a lens through which the world views a town. M Combe’s TikTok video offered a candid insight into his experience exploring Swindon’s town centre.
The video begins with his shock at the state of the boarded-up windows that welcome visitors arriving at the train station.
“How has the station got boarded up windows, if this is the representation of the whole area…” he said.
Making his way along Fleet Street his unscripted reactions to the sight of multiple closed shops echoes the sentiment shared by many locals who have witnessed the town centre’s gradual decline. “This place is looking outdated!”
He continued his tour of the town centre taking in Wharf Green before commenting on Market Street, “I don’t care if all those are closed, even if these shops were open, this place would still look atrocious!”
The video tour continues along Commercial Road and Havelock Street, up to Regent Circus before circling back to the station via Corporation Street taking in some back alleys referring to them as slums and trenches.
As a parting shot as he boards his train back to London he says “this place is unbelievably dead.”
Challenges Plaguing Swindon’s Town Centre
Swindon, like many other towns and cities, has faced its share of challenges in recent years. The rise of online shopping, changing consumer habits, and the economic impact of the pandemic have significantly affected traditional brick-and-mortar retail.
As a result, several businesses have been forced to close their doors, leaving behind empty storefronts that create a disheartening atmosphere in the town center.
The Parade’s Outdated Advertisements: A Symbol of Neglect
In the TikTok video, Combe astutely points out another concerning issue – The Parade’s lamppost advertisements – although he is referencing the fact that Tesco is advertised as ‘one of the big shops’ there is another issue he missed.
Retail stores like Debenhams and Clarks are still being advertised long after the shops have closed. This oversight highlights a lack of attention to detail and signals a disconnect between the property management company and the current reality on the ground.
To breathe life back into the town centre, it is crucial for local authorities, property owners, and advertisers to collaborate and keep the promotional materials up-to-date, reflecting the actual businesses operating in the area.
Finding Solutions for Swindon’s Town Centre Revival
Revitalising Swindon’s town centre requires a multi-faceted approach involving various stakeholders. Here are some strategies that could be considered to address the current challenges:
- Support for Local Businesses: Encouraging and supporting local businesses to set up shop in the town centre can infuse a sense of community and uniqueness, attracting residents and tourists alike. Offering incentives, reduced rents, and marketing support can help to rejuvenate the retail landscape.
- Diversification of Businesses: Focusing on a diverse range of businesses beyond traditional retail, such as cafes, restaurants, entertainment venues, and pop-up stores, can create a more vibrant and attractive town centre.
- Collaboration and Communication: Bridging the gap between property management, local authorities, and advertisers is essential to ensure accurate and timely promotions. Regular communication and cooperation can prevent outdated advertisements and portray an authentic representation of the town centre.
- Events and Activities: Organising community events, street fairs, and cultural activities in the town centre can draw foot traffic and foster a sense of excitement, encouraging people to explore and support local businesses. Since the closure of the Swindon Bid Company, who now will do this?
Conclusion
This TikTok video will spark a conversation far and wide about Swindon’s town centre and the challenges it faces with numerous closed shops however these challenges are not unique to Swindon.
The video doe bring to light the need for proactive measures to revive the town centre and enhance its appeal to residents and visitors alike.
While the situation may seem challenging, with collaborative efforts from local authorities, property owners, advertisers, and the community, Swindon can work towards a brighter future for its town centre.
By supporting local businesses, diversifying the offerings, and ensuring accurate advertisements, the town can create an inviting and dynamic atmosphere that fosters growth, economic activity, and community pride.
