SHOP for Bradford!

The Telegraph & Argus have launched its Buy It In Bradford campaign to urge readers to support retailers as the city centre undergoes massive regeneration projects, including the £300 million Broadway centre. Here JOHN ROBERTS explains why the campaign has received top-level support.

The loyalty of Bradford shoppers is vital to the city's future prosperity. Those are the words of Chris Schofield, chairman of Bradford Vision's economic development partnership.

The partnership, which was formed by business leaders 18 months ago to encourage economic growth in the district, has invested £100,000 in the campaign to help retailers during the city centre's transformation. "We have about £1 million to spend annually and we decided we wanted to spend it in a way that would make a big difference and not just piecemeal on lots of different things so it was not a difficult decision to support this campaign because it has a direct benefit to the city," said Mr Schofield.

"There has been a lot of talk about development in Bradford over the years and there are a lot of things that are going to happen over the next 12 to 18 months.

"I think that now people are starting to see it happen on the ground, they feel like the city is turning the corner.

"I am Bradford-born and have lived here 42 years. There has been a lot of talk about change but now everything is coming together at the same time "Regeneration is taking place and not just in the centre but across the city with what is happening at Listers Mills, the University is going from strength to strength and last year employment figures bucked the trend compared to the national average.

"There is a lot of good news about Bradford but I think we still have a long way to go."

"Supporting the Buy It In Bradford campaign is a good way of letting us get our shoulder behind what is happening."

"With the residential development which is taking place in the city I have heard people say that the city centre is becoming yuppiefied' - well I think that is great news for Bradford."

The Buy It In Bradford campaign has also received cross-party support from councillors. Councillor Simon Cooke, Bradford Council's executive member for regeneration said: "It is a great initiative.

"We have said all along we want to keep people coming into Bradford as the development takes place both for the retailers that are here and so that people share in the changes that are taking place. "The Council is delighted to be associated with it and let's just hope everyone takes advantage of the offers.

"It is certainly something I shall be doing.

"We have said all along that we wanted the building work to have as small as possible an effect both for the existing retailers and also because it is critical we keep the people coming into the city while it is taking place."

Liberal Democrat leader, Councillor Jeanette Sunderland, said: "I think this is a splendid idea. I have always made a point of buying all of my business suits and all of my Christmas presents from Bradford city centre.

"The city centre is changing but people are saying that the shopping is coming but I think the shopping has already arrived.

"The shops are here in the city centre in Bradford, you just have to go and look. You can get everything in Bradford that you can anywhere else and the car parking is much better and it is much easier to get into the city centre than elsewhere.

"Also there are a lot of people who are coming into the city centre to live now which will help because the shops will have people living on their doorstep. As a city I think the one thing we do need is a bigger food shop. There is Morrisons at the top but I think we could do with something else at the bottom.

"You can get everything you need in Bradford but visitors to the city centre can also go to the National Museum of Photography, Film and Television or the Alhambra. These are things which other city centres do not offer.

"I think this Buy it in Bradford campaign is an excellent idea and I do support it.

Labour group leader, Councillor Ian Greenwood, said: "I think this is a brilliant idea. Bradford is in the process of change in the city and I think it is extremely important that we make sure we support the city centre.

"There are many excellent shops and businesses in the city and I look forward to supporting the campaign being run by the Telegraph & Argus. It will really help to support the existing businesses in the city centre."

Department store Sunwin House and the Kirkgate shopping centre are both backing the T&A campaign.

Matthew Ward, group operations manager at Sunwin House, said: "We believe this is an excellent idea for Bradford and we urge everyone in the city to get behind it.

"Bradford city centre has a tremendous amount to offer shoppers and it is great this is being recognised in the T&A Buy It In Bradford campaign.

"We are delighted to be sponsoring it and we wish it every success"

Kirkgate Centre manager Catherine Riley said: "Bradford has such a lot to offer but we have got to bring it to people's attention.

"As soo as we heard about this campaign we asked ourselves how we could support it and we are delighted to be supporting it and being so closely involved."

Bradford Chamber of Commerce president Roland Clark believed the T&A campaign would act as the catalyst to revitalise the city centre He said: "In both my professional capacity and as the president of the Chamber of Commerce I wholeheartedly endorse this campaign.

"It is critical that whenever we can we do buy it in Bradford.

"It is important that we do not compromise in quality but if the quality shops are here we need to be told about it "What we need here in the city is a catalyst to show people why they should be shopping here in Bradford. "In the long term the Broadway centre development which is taking place will draw people into the city but in the short term I think this campaign can do this."

The majority of the Chamber of Commerce's members are not in the retail sector but Mr Clark said he believed that a thriving city centre was as to important to the professional services as the shops.

He said: "Having good shops in the centre helps us to attract people to work in Bradford. Especially young people who we want to bring in and train.

"It is not enough just to say the job is good people want to know what else there is for them to see and do. "If the city centre is more successful it becomes a virtuous circle and we can help each other."

Bradford Chamber of Trade secretary Valerie Summerscales said: "This is a brilliant idea and we are 110 per cent behind it.We are interested in increasing the performance of Bradford.

"The city still has a lot to offer and a lot of independent shops for people to visit.

"This campaign can show that although there is a lot of building work on new development going on Bradford, the city is still very much open for business.

"Our message is shop in Bradford and keep Bradford in business." And Jeff Frankel, who runs Bradford Retail Action Group, said: "This is fantastic news for both Bradford traders and shoppers and its long overdue.

"I completely support the campaign and would like to congratulate the T&A for coming up with the idea."

Bradford Retail Action Group was formed 25 years ago to campaign on behalf of city centre traders.