However, while traders say the added greenery is a positive step, many believe it does little to tackle the wider challenges facing Swindon town centre, including vacant shops, rising business costs and antisocial behaviour.
Several businesses praised Swindon Borough Council for installing the planters, saying the improvements have made the street more attractive and could encourage more people to visit.
Vinnie, owner of Caffini, said:
“It’s bringing life to Havelock Street.”
Jersey, from JJ’s Chinese Food Shop, shared a similar view.
“To be honest, I think lots of the local people in Swindon forget this street. And if they [the council] make it beautiful, and make it warm, more people will come here.”
Others said improving Havelock Street is particularly important because it is one of the first routes visitors see when arriving in the town centre. Ross Mulholland, who works at Something Different in the Brunel Centre, said:
“Being the first thing they see, that’s going to have a massive impact on the positive outlook of the town centre,”
Despite the positive reaction, not everyone believes cosmetic improvements should be the priority. Ryan, who works at The Forum in the town centre, welcomed the additional greenery but questioned whether it addresses the area’s biggest challenges.
“It definitely adds a little bit more colour, a little bit more greenery, which we all love, but its like putting a plaster on a gunshot wound.”
He said: “I think we have bigger problems with Swindon Town Centre than greenery.”
Emily, a staff member from The Incredible Comic Shop, believes attracting and retaining businesses should be a greater focus.
“Nobody looks at planters. Add more shops and it’ll attract more customers.”
She added: “There’s nobody here anymore.”
Emily also suggested reducing commercial rents would make it easier for independent businesses to survive in the town centre. Several traders interviewed felt that while investment in the public realm is welcome, long-term regeneration will require greater support for businesses alongside efforts to improve the appearance of the town centre.
Mulholland also highlighted antisocial behaviour as one of the biggest issues affecting the town centre’s reputation.
“I think one of the first things people think of when they think of the town centre is the antisocial behaviour. So, I think a little bit more security, whether its a street team or the police, could help improve the town centre.”
He added: “There’s a massive disconnect between the people who are in the town centre on a regular basis and the people who just talk about the town centre.”
The new planters have undoubtedly made Havelock Street feel more welcoming, and many businesses see them as a positive first step. Since speaking to traders, Swindon Borough Council has also announced The Big Town Centre Clean-Up, a programme of graffiti removal, paving repairs, weed clearance and other improvements aimed at improving the appearance of the town centre.
The initiative reflects a focus on improving the basics before pursuing larger regeneration projects. While cleaner streets and new planting may improve first impressions, many businesses believe lasting regeneration will also require action on empty units, business costs and antisocial behaviour.
