First draft of synthesis
“….every place has a time that’s theirs, where things happen. I believe
that this is Walsall’s time now, if we can grab it and make it our time”
(Tim Johnson)
Methodology
26 conversations have been held with a range of key stakeholders
across the public, private and voluntary and community sectors. See
Appendix One for a list of the people involved to date.
Conversations were based on questions related to the following
positive propositions:




People want to live in Walsall
Walsall has excellent educational and employment opportunities
There is lots for everyone to do in Walsall
Walsall is a friendly place where people get along
Using the full transcripts from the conversations, we have clustered
together the ideas and underpinning positive features that came up in
a significant number (15% or more) of conversations.
We would like to thank everyone who has given up their time to have
conversations about Walsall in 2021 and have helped to shape the
vision for the future of the Borough.
Underlying positive features
There is a genuine sense of optimism, embracing of change, and
excitement for the future. This came up through almost all of the
discussions.
“Walsall’s profile is changing. People thank you now for what the
Council does for them and how the borough is.” ( Cllr Tom Ansell)
“There are huge opportunities for Walsall to establish itself at the
leading edge of a renaissance for the Black Country and the
Birmingham region.”( Peter Cromar)
1
“The recognition of Walsall, in comparison to a few years ago where
perception was poor. The private sector is now interested in us and that
feels fantastic. They are knocking on our door! “(Cllr Andrews)
‘We are on an escalator – we must keep going forwards to ensure we
don’t go backwards’ (Keith Stanley)
“We need to be stop being risk averse and break free from current
restraints’ (Professor Craig Mahoney)
“As soon as you are successful somewhere, then it’s a domino effect. If
you achieve something in one sphere, it helps people to believe it’s
possible in other areas too.” ( Cllr O’Hare)
Creating high quality, sustainable change was also a feature that
came up in many conversations. People have long term aspirations for
the natural and built environment. The discussions were about the next
generations of Walsall, rather than a quick fix approach which many
people felt would not provide the outcomes people desire.
(We need to) …. “Do something to act responsibly for future
generations” ( Annie Sheppard)
“The solutions also need to be sustainable, promoting a work-life
balance… We need to get serious about this - anticipating future
sustainability issues and thinking big about them not just creating pilots”
(Clive Wright)
Involving young people is seen as crucial to the development of
Walsall. This came up in most of the conversations. Many people
believed young people should be involved now in the visioning work
for 2021.
“Genuinely put young people at the heart of the visioning processes.
Let young people decide the future”. (Tim Johnson)
People generally felt that working in partnership was already positive, is
getting better and is producing the desired results. Many examples of
partnership working were cited. In many cases, partnership was
assumed to be an essential ingredient, if not the vehicle for the success
of Walsall to come. This suggested that partnership working is already
embedded in the way Walsall does things.
Pride, existing, historical and in the future, was a recurrent theme. The
natural extension of this theme for people was the reputation (and
reputation management) of Walsall.
2
“Walsall has a distinct community. An identifiable sense of local
ownership and pride”. (Superintendent Gilbert)
“My main priority would be to clean the Walsall up and provide a
quality gateway access to the Borough, create a positive view and
vision of Walsall when you arrive. It’s about changing the image and
perception of Walsall”. (Ian Brough)
“Got to capture existing qualities and change other things” ( Ben Reid)
People want to live in Walsall
District centres are seen as an important part of Walsall’s identity, which
contribute to the overall diversity of the Borough.
(Walsall has)… “Distinct community areas, which people feel
comfortable living in, feel part of. It’s positive that people want to
stay in areas, it shouldn’t be seen negatively that people don’t get
up and move around.”(Ian Willetts)
Where districts have been invested in, this is seen as successful.
Blakenall and Bloxwich came up as examples of districts that were
viewed positively.
Districts were highlighted as areas that warranted further investment
and attention.
(We need) … “More community-based action, like the New Deal area,
which helped redefine what community means – the Village centre,
lower crime, more community engagement. People want to live in
Blakenall again.” (Cllr Tom Ansell)
Diversification of housing was mentioned by most people as necessary
to attract people to Walsall and to keep people living here.
“Diversification of communities, in terms of housing. Neighbourhoods
which are accessible to all, where people have the opportunity to
remain in their own neighbourhood but can access private
accommodation/housing if they want.” (Paul Rowlands)
3
Transport infra-structure was one of the top 4 themes, highlighting
transport for people living in Walsall but also as a pre-requisite for
further economic investment and business success.
‘You can get to the black county but not through the black
country’(Keith Stanley)
Ideas include: developing better railway links and a new station;
reducing car congestion; a new tram system within the Borough;
improved existing public transport.
“Reduce people’s reliance on the car and develop access to facilities
that does not depend upon car” ( Annie Sheppard)
“The location of Walsall is going for us and (we) need to make the most
of it”. (Keith Stanley)
Transforming derelict spaces into either green/recreational areas or
into new housing/business areas was raised.
“Change needs to be vibrant and people need to be energised by
their surrounding” (Helen Denton)
Walsall has excellent educational and employment opportunities
A workforce that is skilled appropriately for the 21st century was a
recurrent theme. People see this as a necessity for the future of Walsall.
The current work age population, as well as young people still at school
were target groups for this.
“Schools are developing the sequel to the future and it is important
that they work with young people to raise aspirations, create linkages
with businesses to pick up and lead on a number of skills. We should
build new skills but optimise current skills as well”. (Ian Brough)
The need to raise aspirations came up repeatedly and is closely
associated with this issue, as is the theme of young people and
education (see below).
'Invest in children as the workforce of the future.' (Staff at TK Max)
4
The entrepreneurial spirit of Walsall came up several times. People felt
this was not recognised and therefore not exploited. Some people felt
that schools could do much more with the business sector to promote
enterprise and build confidence in young people.
“There is untapped talent which needs to be utilised” (Bruce George)
“This is a huge opportunity for Walsall, Walsall needs to recognize the
entrepreneurial skills within the BME communities and acknowledge the
quality businesses emerging from the BME communities.” (Ian Brough)
“Walsall is a place full of potential with a strong sense of local identity
and a spirit of enterprise that needs channelling in new directions”. (Bill
Fryer)
Making it easy to invest came up several times. The strength of
partnership working was seen as positive now, and many people
wanted to ensure that in the future potential investors considering
Walsall do not experience obstacles in Walsall when they consider
investment.
“What you’ve got to do is to make it easy for people (investors) to
access the town. Make sure there’s no red tape, no inbuilt prejudice”.
(Cllr O’Hare)
Extending the education offer to children and young people was one
of the 4 top themes.
“Investment in young people repays itself’ (Paul Jennings)
Through partnership, people want schools to offer children and young
people much more than the national curriculum: vocational training
and life skills, real introductions to business/enterprise, more focus on
arts/culture.
“It’s good when different agencies work together and you get positive
feedback from parents. Summer Reloaded and Ready, Steady,
Summer have been great schemes for the Council, Police, Fire, CAs,
Schools and parents to work together.” (Annie Sheppard)
The business sector people who took part were particularly
interested/keen to play a more active, “hands on” role with schools.
Involving parents more in children’s education was another theme that
came up several times.
5
“Convince parents to get involved in their children’s learning” (Cllr
Andrews)
There is lots for everyone to do in Walsall
There is a desire to see radical change in the town centre of Walsall.
Most people wanted a more family friendly centre. The components of
this are restaurants and cafes, iconic buildings, a cinema, live theatre,
more varied shops and an improved market.
Several people mentioned developing a more European ambiance in
the town, to draw people into Walsall from out of the Borough.
One of the recurring dreams for the future of Walsall is a multi-purpose
live arts and conference venue in the town centre. Over half the
people we spoke with outlined this as a real opportunity to put Walsall
on the map.
“Some unusual, unique recreational facility developed in Walsall’.
Something special, something different – a selling point” (Professor
Craig Mahoney)
Walsall’s green spaces, particularly the Arboretum, were mentioned as
positives for Walsall now that could be utilised further. The canal side
was also seen as a feature of Walsall that can be improved/exploited.
“Environmental improvements through things like fabulous parks that
become attractors of people and attractive to people.” ( Annie
Sheppard)
“Parks are wonderful places for children to imagine – for children to
create in their minds imaginary places.” ( Cllr O Hare)
Improved sports facilities, such as an Olympic sized swimming pool,
athletics track, velodrome/ leisure complex were mentioned by a
significant number of people.
6
Investing the in the football club was seen as a positive, not only to
boost the civic pride in the Borough and strengthen community
cohesion, but also to promote the image of Walsall
Walsall is a friendly place where people get along
Walsall is seen as a friendly place which has a strong community spirit.
This relates to the sense of pride people feel about Walsall.
“Walsall enriches existence and changes people’s outlook on the world
and life”. (Cllr Oliver)
Community engagement was mentioned as essential to Walsall’s
development. The success of community engagement in the New Deal
for Communities was highlighted as a positive example to learn from.
Community relations were recognised as particularly good in Walsall,
and suggestions to further promote understanding and celebrate were
made.
The economic benefits of the diversity in Walsall were recognised by
most people as being a huge asset for the future success of the
Borough.
“A town that is positive about its diversity is a town that is moving
forward because diversity brings wealth – through individual enterprise,
through cultural exchange and through the trade and investment that
can follow communities with strong links to foreign countries.”(Bill Fryer)
Ethnic minority people have shown a greater flexibility and adaptability
and we need to utilise this. (Ian Brough)
The 4 big ideas/hopes for the future:
These were the most mentioned areas for the 2021vision and
associated strategies to focus on.

Walsall has an appropriately skilled workforce for the 21st
century

Through partnership, schools offer children and young people
much more than the curriculum: vocational and life skills, real
introductions to business/enterprise, more focus on arts/culture
7

The town centre offers a range of facilities for all ages, including
a world class multi-purpose arts and conference centre,
(incorporating cinema, theatre,) restaurants/cafes, improved
shopping
Transport infra-structure reduces car congestion, with improved
rail links and better public transport within and beyond the
Borough
Appendix One

People who have taken part in Stage 1 conversations
Name
Position
Organisation
Cllr. Tom Ansell
Chair
Walsall Borough Strategic
Partnership
Cllr. John O’Hare Cabinet Member
Walsall Borough Council
Cllr. Dennis Anson
Walsall Borough Council
Cllr. Adrian Andrew
Walsall Borough Council
Cllr. Ian Shires
Walsall Borough Council
Cllr. Oliver
Walsall Borough Council
Annie Shepperd
Chief Executive
Prof. Mahoney
Chris Handy
Walsall Borough Council
Wolverhampton University
Chief Executive
R Johnson
Accord Housing Association
Johnsons Machine Tools Ltd
Jack Carnell
Managing Director
South Staffordshire Water
PLC
Paula Travis
HR Manager
TK Maxx
Ian Willetts
Acting Chief Officer
Walsall CVS
Paul Rowlands
Chief Executive
New Deal: New Horizons
8
Helen Denton
SERCO
Tim Johnson
Executive Director
Walsall Borough Council
Barry Gilbert
Chief Superintendent
West Midlands Police
Ben Reid
Vice Chair WMRA
West Midlands Co-Op
Peter Cromar
Walsall Regeneration Co.
Paul Jennings
Chief Executive
Walsall PCT
Ian Brough
Chief Executive
Black Country Chamber
Bill Fryer
Director
Regeneration Zone
Bruce George
MP
Clive Wright
Director
Walsall Borough Strategic
Partnership
Divisional Director
Black Country Chamber
Dick Hackett
Keith Stanley
9