On February 4, 2025, the European Town Center Observatory held a session dedicated to town center management and the tools available to enhance their attractiveness. International experts and practitioners shared their experiences on governance models, revitalization strategies, and best practices across Europe and beyond.
An Observatory to Compare Best Practices
Launched in February 2024, the European Town Center Observatory aims to analyze urban management models across Europe—whether public, private, or in partnership. Its mission is to collect key indicators, identify best practices, and foster strategic discussions on the future of town centers.
The February 4 session was a key milestone in this effort, featuring contributions from experts from the United Kingdom, Australia, Belgium, Austria, and other countries.
Proven Strategies for Revitalizing Town Centers
The Australian Model: Integrated Retail Management
David West, an Australian retail marketing expert, presented the approach used in Adelaide, where a comprehensive Mainstreet Management model helps attract and maintain a strong business mix. He emphasized the importance of collaboration between leasing agents, property owners, and municipalities to ensure town center vitality.
The British Experience: The High Streets Task Force
Steve Millington, a professor at Manchester Metropolitan University and an expert with the High Streets Task Force, outlined this UK-wide initiative that supports local governments in revitalizing town centers. By analyzing the key factors influencing high street vitality, the program has developed a structured methodology based on four pillars: reposition, reinvent, rebrand, and restructure (4R Framework).
The Flemish Approach: Balancing Economic and Urban Functions
Jan Boots, Managing Director of CityD-WES NV, shared insights from town center management in Flanders, where an integrated approach is used. The focus is on linking urban planning, commercial development, and public services, supported by strategic planning and strong public-private partnerships.
Austria: Moving Towards “One-Stop Shops” for Town Centers
Roland Murauer, CEO of CIMA Austria, discussed the evolution of Austrian urban management structures, which are shifting towards integrated one-stop shops. These organizations consolidate various functions—urban marketing, business attraction, event management, and town center development—under a single entity to improve efficiency.
A More Agile and Collaborative Approach to Town Center Management
The discussions highlighted a common challenge: adapting town center management models to economic, societal, and environmental transformations. Several key recommendations emerged:
- Strengthening collaboration between public and private stakeholders.
- Encouraging innovation in retail and cultural space management.
- Developing more flexible and responsive governance tools.
- Tailoring strategies to local specificities while drawing inspiration from international best practices.
