Community spirit is at the heart of Square One

This year promises to be a big one for the Square One (formerly the Brunswick shopping centre), as its multi-million pound transformation, featuring a state-of-the-art cinema, moves closer to becoming a reality. But, as excitement around the proposed redevelopment continues to build, we’re keen remind our visitors and retailers that community spirit is still very much at its heart.

For several decades, SQ1 has been one of the focal points of Scarborough town centre, attracting an annual average footfall of seven million at its peak and, while the retail landscape has evolved dramatically in the 23 years since it was first opened, its community links have strengthened in recent times.

In 2022, we launched our programme of support for the local community, working with 22 partners to host more than 70 engagement initiatives, including cultural activations, charity donation appeals, competition prize draws, pop-up stores, and youth support and wellbeing initiatives.

• Throughout February, August and December, we reinstated our partnership with the Ping
• Pong Parlour allowing it’s visitors to entertain themselves with free games of table tennis during the school holidays.
• In April, we partnered with local social action project, the Rainbow Centre to open a donation hub to collect humanitarian aid for Ukrainian refugees.
• During Pride
• Week, the Brunswick’s upper mall was adorned with bunting featuring crocheted rainbows and a series of brightly-coloured graphic banners created by students from Scarborough Sixth Form
• College as a visual expression of their commitment to celebrating diversity and equality.
• In July, the National Literacy Trust brought its Connecting Stories project to the centre, helping to encourage children across Scarborough to develop a love of reading and improve their literacy skills.
• In August, we announced a 12-month media partnership with local radio station, This is the Coast which will see it utilise the centre’s spaces for live broadcasts and branding opportunities in return for a series of on air and online and promotions.
• In recognition of National Tree Week, we partnered with community art practitioner, Creative Minds Scarborough to run a series of workshops with local Girlguiding groups aimed at celebrating the importance of the circular economy. Members of the local community were asked to donate their unwanted paper to be used during the workshops to make a series of Christmas trees that were displayed around the centre throughout the festive period and later recycled.
• In November, we joined forces with Scarborough Athletic Football Club in an innovative sponsorship deal that will enable the club to have a greater presence in the town centre for product launches and ticket sales.
• Throughout December, we hosted a series of arts and crafts sessions, musical workshops and carol concerts.

Nicola Bulley, Group Head of Marketing & Communications at SGI, commented:

“As one of the UK’s leading property regeneration and placemaking specialists, we understand the importance of supporting the communities within which we operate.

“There’s no doubt that we’re planning to completely transform SQ1 with our ambitious redevelopment plans, but putting our community first remains at the heart of everything we do.

“On behalf of the entire team, I’d like to say how incredibly proud I am of the work we’ve done, and continue to do, to support our local community. And, as we reflect on some of our most memorable achievements from the past year, we’re very much looking forward to continuing our work to give back to the communities we serve.”

Any charities or community groups wishing to partner with SQ1 during 2023 should email Nicola.bulley@scarboroughgroup.com in the first instance.