Option C2
Original Document
The Core as a retail centre with a more global appeal. Retail floor-space would be substantially increased with further major development south of the Bullring (see Southside). High end market retailing and specialist and niche retailing would be encouraged towards the northern end of the shopping centre, supported by the office employment sector. Special efforts would be made to harness Birmingham’s ethnic diversity in developing a core with a uniquely diverse range of shops, cafes and retail products.
Plain English Translation
The Core as a retail centre with a more global appeal
If we follow this plan, we will add a lot more retail to the city centre. This will include a major development to the south of the Bullring (see Southside). We will encourage high quality and specialist shops towards the northern end of the shopping centre. The office employment sector will support these.
We want Birmingham to be unique. We will do our best to make the most of Birmingham’s ethnic diversity, so that the Core has a diverse mix of shops, cafes, and things to buy.
I think this option needs to be combined with C5, raising the question of what would make Birmingham genuinely renowned as a retail centre outside of the region. It should be known for more than just super-sized high-street shopping. A key part of the global appeal should be in the diversity and the specialism of the outlets that can be found within walking distance of main transport hubs like New Street, so visitors seek out particular shops or clusters of shops that they couldn't find anywhere else.
But it's also crucial to make the City Centre – particularly areas that are immediately visible when you first arrive as an outsider – visibly about more than just shopping. Bull Ring is great, but there's a risk of people thinking that Birmingham is just a series of giant shopping centres (and I've heard that opinion.)