Chief officer’s blog by Kimberley Guthrie
First impressions count for so much when people arrive in Scotland’s communities. And what’s immediately striking in Elgin is the welcoming atmosphere. My most recent experience was, I’d suggest, pretty typical for many who’ll visit: a local greeted me warmly, assuming I was a visitor on holiday, and started chatting about the place. The town’s charm, with its rich history and vibrant community, is undeniable.
During my two-day visit, I had the privilege of exploring both Elgin and Forres, learning from Moray Council – who continue to be fantastic champions of the Scotland Loves Local, through the Moray Gift Card – about the exciting development projects helping to reshape both of these towns.
Elgin’s town centre particularly stood out to me, with its lively mix of independent businesses, cafés, and shops. The Moray Gift Card, widely promoted around town, is a testament to the local commitment to supporting its independent retailers.
The closure of the St Giles Shopping Centre has clearly led to some noticeable changes and challenges. What’s striking, though, is the way in which townsfolk have rallied to support the businesses affected. Those efforts are already making a significant difference – including the relocation to other buildings in the town – demonstrating the power of collaboration.
Elgin’s recent experience, however, raises an important question: How can we rethink and repurpose shopping centres to better serve our communities now and in the future?
Elgin is currently undergoing an ambitious transformation. I had the opportunity to learn more about plans to redevelop its cultural quarter, which includes repurposing the Town Hall, restoration of the former mansion house Grant Lodge and revitalising Cooper Park.
These projects not only celebrate the town’s rich heritage but also align with a future-focused strategy aimed at ensuring Elgin remains a vibrant and inclusive place in which to live, work, and visit. Something which all of Scotland’s places aspire to.
What’s especially inspiring about Elgin’s revitalisation is the collaborative approach behind it. From local government to community groups and developers, all the right stakeholders are working together to make these changes happen.
At Scotland’s Towns Partnership (STP), we focus on sharing best practice to support town centre regeneration – and Elgin is a shining example of how a community can unite to drive meaningful change.
Just 12 miles west of Elgin, it was great to also spend time in Forres with Moray Council colleagues. From the outset, it was clear that community spirit is at the heart of everything here. The Town Hall, which doubles as an arts venue and events space, was buzzing with activity.
During my visit, I attended a digital support session, where locals were receiving help with tech needs, and I was pleased to see the bank hub in action, providing essential services to many. Banking hubs will, I suspect, become even more commonplace in communities of all kinds throughout the country in the years ahead.
Forres also offers a beautiful mix of history and modernity. Touring the historic Tolbooth and Clock Tower, I was treated to stunning views of the Moray landscape. The balance of preserving heritage while making space for new opportunities was evident throughout my visit.
But what stood out the most was the strength of the community, which is driving positive change from the ground up – with the support of dedicated council officers, of course.
Revitalising Elgin’s Town Centre: The South Street Development
In Elgin, the South Street Development stands as a prime example of how town centre regeneration should be done.
This project blends public and private funding to meet the needs of the local community, preserving key historical landmarks like the Newmarket Bar and The Jailhouse while creating space for future growth.
What excites me most about this development is its potential to serve as a model for other towns. It’s not just about increasing density; it’s about creating dynamic spaces that promote social interaction, innovation, retail, and learning. I look forward to seeing this vision come to life over the next few years.
Innovative Solutions to Anti-Social Behaviour
Complementing the town centre transformation, Elgin has introduced innovative solutions to tackle anti-social behaviour.
A collaborative project between Moray Council, transport firm Stagecoach, and Police Scotland has created a drop-in centre inside a bus, offering a safe, supportive space for young people. Known as the Elgin Active Youth Engagement Bus, youths can charge their phones, listen to music, play games and benefit from various advice and support services.
This initiative is a creative reimagining of public spaces, demonstrating how they can serve as inclusive, supportive environments that help address community challenges.
Elgin’s efforts to combine heritage with modern growth, along with its focus on collaboration and community-driven solutions, make it an inspiring example for towns everywhere. It shows that with the right vision and partnerships, town centres can evolve into vibrant hubs that cater to both the past and the future – creating spaces for everyone.
At STP, we are keen to work with communities across the country to help bring the right people together to help make initiatives such as this possible. It’s that sort of cross-sector togetherness which is going to deliver the maximum benefit for people and place.
Please do drop me a line if you’d like to find out more – kimberley@scotlandstowns.org
