Meadowhall boss 'envious' of Sheffield city centre

Darren Pearce praised the Christmas market on Fargate, The Moor and independent food halls Kommune and the Cutlery Works.

Independent and artisan shops, experiences such as wreath making and food and drink are a focus for the mega-mall as it tries to widen its offer beyond simply shopping.

Meadowhall has long been accused of damaging city centre trade by luring 3million people a year with its 300 shops and 12,000 free parking spaces.

Some 112,000 visited on Black Friday, November 29, the busiest day of the year so far - although 120,000 are expected on Boxing Day.

But on competition Mr Pearce said “things have moved on massively.”

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He added: “I’m envious of the city centre. The Christmas market is brilliant. The Cutlery Works and Kommune have a great offer. If I’m not looking for something like that I’m missing a trick. That’s exactly what we should be doing.”

Mr Pearce said he spoke to Richard Eyre, the council’s city centre manager, “all the time” about collaboration for mutual benefit around all attractions including the theatres and the Peak District.

Meadowhall has 12 stalls for independents, the Independent Yorkshire Shop selling four local firms’ products and The Lanes which has 12 operators.

Mr Pearce said they offered discount and flexible packages giving them a “massive leg up” and the chance to ultimately take a mainstream unit.

The Post Room - a Santa’s Grotto for the Instagram generation - is popular and sessions, which include gin tasting and candle and wreath making, “sell out every time.”

Shifting habits meant the January sales were now over by the end of December, he added. But there were no plans to open on Christmas Day.

The site employs 8,500 at this time of year, has just three empty shops and pays 18 per cent of all business rates in Sheffield. Some £150m has been spent on upgrades in the last five years.

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But research shows shoppers want 20 per cent ‘food and beverage’ and Meadowhall only has eight. A planned £300m leisure extension would have accommodated the expansion but it was shelved due to uncertainty from Brexit and in the wider economy, Mr Pearce said.

He added: “Experiences, food and beverage and restaurants with ‘inside-outside’ space would go in the leisure hall. I’m lobbying investors to carry on with the project.”

Mr Pearce has worked at the mall for 25 years and has been centre director for 11.

He said “This is the most incredible job. Every day I can’t believe I managed to secure this role, it’s so exciting. I will be here as long as they want me.”

It is jointly owned by British Land and the government pension fund of Norway.

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