Purple Flag Campaign

As part of our ongoing mandate to make our town centre safer and more prosperous, HammersmithLondon has decided to apply for the Purple Flag accreditation award

What is Purple Flag?

Purple Flag is an award scheme offered by the Association of Town Centre Management (ATCM), which recognises excellence in place management in town & city centres at night, setting standards for managing successful evening economies.

Safety and retail success go hand in hand: the initiative aims to improve perceptions of places, address imbalances in activities, retail offer and entertainment, tackle anti-social behaviour, and encourage a diverse evening offer; providing significant recognition for councils and partnerships who deliver key services associated with the night-time economy.

How do we fly the flag?

With our Pubwatch and Retailwatch schemes and through the work done by our PCs and PCSOs, HammersmithLondon has demonstrated its commitment to the five core standards of Purple Flag accreditation

1. The Policy Envelope - A clear strategy is needed based on sound research, integrated public policy and a successful multi-sector partnership.
2. Wellbeing - A prerequisite for successful destinations is that they should be safe and welcoming.
3. Movement - Getting home safely after an evening out is crucial as is the ability to move around the centre on foot with ease.
4. Appeal- Successful destinations should offer a vibrant choice of leisure and entertainment for a diversity of ages, lifestyles and cultures; including families and older people.
5. Place - Successful areas contain a blend of overlapping activities in the daytime and evening and imagination in urban design.

What are the benefits?

• A raised profile and an improved public image – especially with families
• Increased visitors, raising footfall between 5-11pm
• Increased expenditure , widening volume and value, especially in leisure sector
• Lower crime and anti-social behaviour
• A more successful mixed-use economy
• Anecdotal evidence related to Purple Flag has shown the following:

o More people would use centres at night if they were safer, more accessible and offered more choice
o A good mix of clientele can lessen intimidation and improve perceptions
o A wider range of attractions and consumers leads to longer term economic viability