Since the appointment of Centre Manager Chris Ward in 2022 Longton Exchange Shopping Centre has delivered a 38.7% increase in footfall, representing a clear and sustained turnaround in performance.

The centre now welcomes more than 2 million visitors annually, demonstrating both the scale of growth achieved and the strength of its ongoing trajectory.

This transformation has been driven through a collaborative, hands-on management approach, led by Chris Ward and supported by a proactive on-site team, including Roz Ryan, the tenant, community engagement and marketing manager.

The team has implemented a strategy that combines commercial focus with community engagement, ensuring the centre evolves in line with the needs of both businesses and visitors.

Operating within a challenging high street environment, Longton Exchange recognised the need to fundamentally reposition its offer. Rather than relying solely on traditional retail, the team introduced a model that integrates retail, events and community-led activity to drive consistent engagement and repeat visitation.

At the core of this strategy is a structured programme of free, high-frequency events, designed to remove barriers to entry, increase accessibility and significantly widen the centre’s audience. Regular initiatives such as Fun Fridays and seasonal activations have created a consistent flow of visitors, transforming Longton Exchange into a destination where people actively choose to spend time. This activity is commercially driven, increasing dwell time, supporting tenant visibility and contributing directly to improved trading conditions.

A defining feature of this growth has been the centre’s commitment to supporting independent businesses. Longton Exchange is proud to host a strong mix of independents whose individuality enhances the centre’s identity and appeal. Increased footfall and consistent activity have provided these businesses with greater opportunity, while their presence contributes to a more distinctive and resilient retail environment. This reciprocal relationship between the centre and its tenants has been central to sustaining growth.

Growth has not been achieved by a single function, but through coordinated effort across centre management, security, tenants, volunteers and partners. This shared responsibility has created a culture of accountability, adaptability and consistent delivery, ensuring that activity is both impactful and sustainable.

Community engagement is embedded as a core driver of growth rather than an additional feature. The centre delivers a consistent programme of free and accessible initiatives that reflect local need while increasing footfall and engagement. Initiatives such as afternoon food distribution, developed internally by the team, have brought new audiences into the centre, strengthened trust and contributed to increased repeat visits.

The security team plays a key role in creating a safe, supportive and welcoming environment. This directly contributes to visitor confidence, increased dwell time and overall customer experience.
Strong tenant engagement has further reinforced growth. Through active communication and collaboration, tenants are encouraged to participate in centre-wide initiatives, creating a more cohesive and confident trading environment. This has supported improved relationships, increased participation and a shared investment in the centre’s success.
Recognising a lack of accessible tourism information, Longton Exchange has opened its management office as a tourist information point in partnership with Visit Staffordshire. This supports increased visitor engagement, promotes the wider area and strengthens the centre’s role as a destination within the city.

As a result of this joined-up approach, Longton Exchange has achieved measurable and sustainable growth. Increased footfall, a visitor base exceeding two million annually, stronger tenant relationships and improved perception have repositioned the centre as an active, relevant and growing part of the high street.

Longton Exchange Shopping Centre has entered the Growth and Team of the Year categories of University of Staffordshire Business Awards.