The Marlowes, Hemel Hempstead
The Marlowes, Hemel Hempstead represents the biggest investment project across our portfolio in 2019-2021. Adopting our masterplan approach, and building on the success of Ilford, it will deliver enhanced guest and community experiences, with a focus on three key initial zones – family, leisure and amenities.
A fresh start
We launched the first phase with new guest facilities in September 2018 which included improved toilets, parent and child facilities, a children's play area as well a brand new look and feel to the entire facility. Alongside the launch, new guests were encouraged to visit the centre through the successful implementation of a locally tailored marketing campaign comprising of outreach communications which included radio, press advertising and outdoor media as well as in-centre promotions.
Huge congrats to Marlowes for their new family room… very well thought out… Well done Marlowes for your forward thinking!Kirsty Jane on Facebook.
A resounding success
The new facilities have been a resounding success, reflected in the rise in footfall, which increased by 4.5% vs the national index in the five weeks following the launch. We received fantastic feedback regarding the new facilities and our social media updates about the changes reached 25,000 people and generated over 1,000 engagements on Facebook alone.
2019 saw the delivery of the Family Zone and the launch of the Stay and Play soft play.