Gael Perdriau

Only a frank consultation of stakeholders can ensure a sustainable strategy for the retail sector

Gaël Perdriau, Mayor of Saint-Étienne and President of the Métropole, explains his idea of public policy to revitalize retail business.

What is your approach to retail at the scale of the urban community?

Though retail is essential for city centres, it must be planned at the broader territorial scale in order to optimise flows and encourage the development of new activities. Local policies pertaining to retail development are therefore decided by both the City of Saint-Etienne and the Métropole (SEM). One example of our collaboration is the effort to obtain French Tech and Design Tech qualification. This brings recognition for our know-how in design, which has become a symbol of local identity, and which partly shapes our retail development policy.

What are your ideas for boosting retail activities in the Saint-Etienne area?

Revitalising retail is one of the city government’s top priorities. For the past three years, we have been implementing a comprehensive development strategy along two lines: strengthening local retail through appropriate urban and retail real estate planning; and making retail and craft trades an engine for territorial vitality. This strategy guides an action plan covering all aspects of retail development. In particular, we are focussing on connecting retail activities with local events. One of the best examples is the Shop Design competition held every two years which awards a trophy to retailers or artisans for the quality of the interior or exterior design of their shop. The Biennial Festival of Design is also an opportunity to use design and unique ephemeral events to enhance vacant ground-floor spaces. We run similar types of activities during the Book Festival.

As an elected official, how do you impose a long-terme commercial strategy?

Saint-Etienne has plenty of resources and talent that just need a boost to achieve their potential. For the past three years, we have been working to promote our advantages and create a new environment that will stimulate entrepreneurship. Our project for local retail development is part of this broad effort designed to bring jobs to the area and make the town centre more attractive. Though it takes time to implement such a strategy, we stay involved on a daily basis and pay close attention to feedback from the field. We know that the stakes are high and opportunities exist; we remain committed to our roadmap. At the same time, we must consult all stakeholders and partners because these driving forces are essential to achieving a shared project. Only a frank consultation can ensure a sustainable strategy.

The urban commmunity of Saint-Étienne will officially become a Métropole under French law on 1 January 2018.