High Streets Task Force Case Study: Chiswick Flower Market
This case study focuses on the creation of Chiswick Flower Market, in West London, to help revitalise the local high street. Chiswick High Road is in West London and - like many High Streets across the UK - has declined in recent years with falling footfall and a rising number of vacant shops. In order to revitalise the area, Chiswick Flower Market was established in 2020 as a community-led project. It was set up as a Community Interest Company and run without public funding by a group of residents on an entirely voluntary basis. It aimed to create a vibrant market, increase footfall of the high road area, support other businesses in the area, including independents, increase awareness of horticulture, and, importantly, to bring the local community together. As the case study concludes, the Flower Market is an example of how the community was brought together to proactively bring life to the High Street. Strong citizen participation created a distinct place with a unique offer for locals and brought new visitors to Chiswick from outside the immediate catchment area. The market team was able to bring together the diverse skills of local residents – and used the Market to publicise the High Road to a wider new audience through digital marketing. The case study, therefore, provides insights into citizen participation, unique offers, and digital place marketing, that other places could draw learnings from.