Doom and gloom on the high street? Not at Touchwood, says general manager Tony Elvin. Interview by Paul Rouse.
Inflation, industrial action, Russia embroiled in an unwinnable war, Kate Bush still running up that hill…
It’s hard at the moment not to feel as if we’re trapped in some sort of time warp, having to relive all the horrors of the 1980s.
But if rising prices and an imminent recession might be denting the overall confidence of the UK’s retail sector, Tony Elvin – general manager at the Touchwood Shopping Centre in Solihull – remains resolutely upbeat.
“Tenant occupancy in the average British high street currently sits at around 80% of available units,” he explains. “At Touchwood, we’re at 95%. Having lost around a quarter of our tenants as a result of the pandemic, with smaller companies going out of business and larger brands consolidating, we’re delighted with the turnaround. And whilst many Solihull shoppers were disappointed when M&S closed in Mell Square, I’m very optimistic about the town’s growth potential with footfall and retailer sales close to pre-pandemic levels.”
He should know. Other ‘hats’ Tony wears include being president of the Solihull Chamber of Commerce and deputy chair for Solihull Business Improvement District, helping to keep his finger on the pulse of what’s happening at the local level and having an influence wherever possible. Add on his wide range of previous experience in the leisure and hospitality sectors, and it’s easy to see there is much more to the job than perhaps initially meets the eye.
Surprised
“Looking at my CV, some people might have been surprised by my appointment back in 2018, as I didn’t arrive at Touchwood with a background in retail,” Tony admits. Having worked his way up through the bowling centre and fitness industries with First Leisure, Allied Leisure, LA Fitness and Greens before moving to De Vere Hotels and opening the Village Hotel in Shirley and then Hotel du Vin in Birmingham, you can see his point.
“But management is management,” he explains. “The core skills are the same, as are the challenges, whether it’s organising and motivating a team, delivering exceptional service or looking at the bigger picture and keeping an eye on trends and market forces, most of it comes down to people and understanding the different gears and levers that need to work in order for that particular type of business to flourish.”
On a day-to-day basis, that means Tony’s involvement at Touchwood covers the more mundane but still necessary functions such as security, health and safety, energy savings and recycling, as well as what most people would consider to be the more ‘glamorous’ side of up-market retailing.
You won’t find him visiting fashion fairs in Paris or Milan, however.
“At Touchwood, our role is to provide our tenants with the means to be able to showcase their products,” he points out. “It is then largely up to them what they sell, and how they sell it.”
The overview – the ‘bigger picture’ referred to earlier – is a different matter and is most certainly part of his remit. During the pandemic (in between lockdowns), this included visiting other large retail complexes in the UK and studying parts of the world that had already reopened to the public to understand their safety measures. And he continues to travel extensively to ensure he keeps up with wider trends in retail and hospitality, all of which help Touchwood not only maintain its high standards, but shape its vision for the future.
“We don’t want to be just another bland, cookie-cutter retail complex that could be almost anywhere, selling all the same brands as everybody else. And there has to be much more to a shopping centre than just the shops,” he stresses. “Getting the right balance of restaurants and other leisure outlets is crucial. They have to complement each other, and offer as wide a choice as possible. The same goes for events. There’s more to seasonal retailing than Valentine’s, Easter and Christmas, as vital as they are. And in such a diverse community as Solihull, it’s also important to embrace other cultures and traditions. It is Touchwood’s aim to have something special going on year-round, with universal appeal, whether it’s pop-ups, promotions or entertainment. It’s what draws customers to us in the first place, and keeps them coming back. We can’t rest on our laurels.”
Mix
Dynamism is key, and explains why Touchwood offers a healthy mix of mainstream and lesser-known brands, encompassing the likes of John Lewis, Apple, TAG Heuer, Polestar, Zara, Goldsmiths, Rituals, Nespresso, Next, H&M, Miniso, Hotel Chocolat, Asha’s, Wagamama, Jamaya, Yakinori, Fridays, Alioli and Emporio Artari. And why, if one door closes, another opens with barely a beat.
“We believe in being proactive,” he says. “And part of that is not to worry unduly about the perceived problems that might be besetting the retail sector, but to meet them head-on. That means being innovative with our retailing offer, and making sure Touchwood becomes a social hub. It’s why we opened a gym with free parking in Touchwood and are opening a competitive gaming facility very soon, giving people more reasons to visit, making it the place to be in the West Midlands. Its success is central to the success of the town. People still want to come out to enjoy themselves, and shopping – combined with entertainment – is a vital part of that.
“Yes, online retailing is growing, and might be considered to be a threat to traditional ‘high street’ shopping. But it’s been proven that the success of many online retailers is down to the fact that they also have physical stores, where consumers can see and feel the goods rather than just look at them on a website and importantly, be able to easily return them.”
Tony also has the future in mind with the work he does in co-operation with local schools, giving motivational talks to youngsters about careers in retail or hospitality, and in Touchwood’s mentoring of young professionals in the industry.
“I don’t accept that we have a lost generation, who perceive they have no value to the labour market,” he concludes. “We’re doing everything we can to let these young people know just how vital they are to our community’s future.”
So, it would seem that the prospects for retailing in Solihull are indeed looking bright. Touch wood.
Heard it on the grapevine
In his ‘spare’ time, Tony is also a trained sommelier, and with wife, Lucy and daughter Isobel runs The Wine Events Company, which specialises in fun wine-related events including tastings, dinners and film evenings.
