Atmosphere - 237 'Vital and Viable' Factors

As part of our series on vital and viable high streets, the High Streets Task Force is presenting 'evidence on a page' summaries of over 200 factors that influence the success of high streets. Here we address atmosphere; a global assessment of a centre, made up of a number of factors such as manoeuvrability, orientation and overall ambience and behaviour of people (Hart et al., 2013)

Date added 13 April 2021
Last updated 13 April 2021

The atmosphere of a high street or centre directly influences the attractiveness of it. It can help a place stand out, and if it has a positive and unique atmosphere, this becomes part of the centre’s competitive advantage. A positive atmosphere naturally drives visitors to a place and directly impacts on purchasing behaviour (Donovan et al., 1994).

Atmosphere is one of 237 factors that have been identified as influencing the vitality and viability of the high street.

For more information and further reading, download the pdf 'evidence on a page'. The page contains information about this factors place within the 237 factors identified and: whether it is a component factor of one of 25 'vital and viable' priorities; how the factor scores in terms of influence, place management control, and priority.

To read more about vital and viable high streets, see