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To thrive, or not survive – that is the question

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Ipswich's high street must evolve beyond traditional retail or risk disappearing completely, local leaders warn at the Digital Ipswich Innovation Showcase launch event.

Why it matters: High streets have been built on retail for the last 100 years, but they must adapt to the digital age by creating unique experiences that online retailers cannot replicate.

"To pretend that every town will have a high street is dangerous," said Lee Walker , CEO of Ipswich Central , at the Ipswich Thrive Business Week event held on Wednesday, 14 March.

"We have only one option, and that is to adapt and thrive. The alternative is not surviving at all."

Ipswich Central CEO Lee Walker at the From Surviving to Thriving event
Ipswich Central CEO Lee Walker at the From Surviving to Thriving eventOliver Rouane-WilliamsIpswich.co.uk

The big picture: This set the scene for a really interesting and well-attended event at Arlingtons, where delegates discussed the future of Ipswich's high street and the role of technology in our town centre.

What they're saying: "What do we have that Amazon doesn't? A place to meet and socialise. That's key. We cannot replace human interaction with the internet," Walker told attendees. "There will always be a desire for people to come together."

Laura Harris from High Street Positives reinforced the view that we've heard from many local leaders recently, that negative media coverage directly impacts public perception and footfall. Only 17% of respondents in their research found that media coverage of their high street was positive – something this publication has been looking to change.

What's next: The event is supported by a three-day showcase at the former Boots store at the Buttermarket Centre this weekend, which aims to demonstrate how embracing digital transformation can revitalise town centres through innovative technologies.

Among the most striking innovations are AR binoculars developed by Zubr, an immersive technology specialist with 10 years of experience and 500 projects completed. They are behind a new initiative to install several AR binoculars at key heritage locations in town that let people peer into Ipswich's history.

The immaculately-dressed Mark Hubert of James St Peter's giving the AR binoculars a test
The immaculately-dressed Mark Hubert of James St Peter's giving the AR binoculars a testOliver Rouane-WilliamsIpswich.co.uk

Other technologies highlighted at the showcase include:

  • POP.xr: A "phygital" retail experience by Urban Tech Creative that merges physical and digital environments through augmented reality and virtual reality.

  • Proto Luma: A holographic technology that connects past and present through educational and entertainment experiences.

  • Cluso: A voice-based survey tool that could help local authorities better understand what residents actually want from their town centres.

The bottom line: "We only have one option," Walker emphasised. "For our town centre to thrive, we must first ensure people feel safe, then focus on creating fun, unique experiences built around local culture."

He concluded that appropriate digital technologies would be essential in this transformation: "That's how we can all thrive."

Ed Sheeran surprised more than 200 Ipswich students with an impromptu performance at The Baths

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Check out upcoming BTC events across their three brilliant venues

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Widower urges people to support Midnight Walk in aid of charity that gave his late wife 'a peaceful end-of-life'

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Ross Wishart shares how St Elizabeth Hospice supported his family and why he encourages others to join the annual fundraiser.

Why it matters: St Elizabeth Hospice provides free care to over 4,000 patients and their families throughout the region each year, offering specialist support whenever and wherever it is needed.

The big picture: The Midnight Walk, now in its 19th year, returns on Saturday, 10 May at Trinity Park Events with a pyjama party theme. Last year's event raised over £135,000 to support the hospice's vital services.

Large crowds at MNW 2024
Large crowds at MNW 2024St Elizabeth Hospice

The details: Sponsored by Persimmon Homes Suffolk, the event will see hundreds of walkers dress in their most vibrant and colourful pyjamas as they take on the route.

  • The seven-mile circular route takes walkers through Ipswich streets

  • Participants will walk to the hospice grounds to write messages on a special Memory Wall

  • The route continues to Ipswich Waterfront before returning to Trinity Park

More than a charity event: The Wishart family's connection to the hospice goes beyond the Midnight Walk. Ross explained that Jemma first came under the hospice's care in early 2024, after receiving cancer treatment and support from Ipswich Hospital.

Initially, the hospice provided guidance to help them care for Jemma at home. Eventually, she was admitted to the Inpatient Unit in Ipswich, where she received care for several weeks until her death.

"Contrary to what many people might expect, the hospice is a warm and homely environment -- not a scary place at all," Ross said.

"From the moment you walk through the doors, everyone greets you with a smile. The volunteers at reception are so kind, and the staff are exceptional."

The Wishart Family
The Wishart FamilyThe Wishart Family

What they're saying: "We are eternally grateful for the love and support the hospice provided to Jemma and our family," explained Ross Wishart, whose wife Jemma received support from St Elizabeth Hospice until her death, aged 38, in July 2024.

"The hospice gave Jemma a peaceful and dignified end-of-life, allowing us to be together as a family and share precious moments. These memories will stay with us forever, and I cannot thank the hospice enough for making that possible," he added.

"We've always been keen fundraisers for various charities. While Jemma was receiving care, our family participated in the charity's Midnight Walk," Ross continued.

"It was a fantastic event, and at the halfway point, the route takes you through the hospice. Jemma was able to see us there and wish us well, which made the experience even more special."

James Fox-Golding, Events and Challenges Manager at St Elizabeth Hospice, said: "The excitement is really building as the Midnight Walk draws closer! We're looking forward to coming together with the community and our supporters to bring a fantastic party atmosphere to Ipswich for this much-loved fundraiser."

St Elizabeth Hospice Midnight Walk 2025 poster
St Elizabeth Hospice Midnight Walk 2025St Elizabeth Hospice

What's next: All ticket proceeds and donations for Midnight Walk will go to St Elizabeth Hospice, which provides support to patients and families living with life-limiting illnesses across the region.

The bottom line: "Whether through fundraising, volunteering, or taking part in events like the Midnight Walk, you're making a real difference to families like mine who are supported by the hospice during difficult times in their lives," said Ross.

For more details and to book Midnight Walk 2025 tickets, visit www.stelizabethhospice.org.uk/get-involved/events/all-events-challenges/midnight-walk/ or email midnightwalk@stelizabethhospice.org.uk for queries.

To find out more about St Elizabeth Hospice call 01473 727776 or visit www.stelizabethhospice.org.uk.

Ed Sheeran surprised more than 200 Ipswich students with an impromptu performance at The Baths

Browse upcoming gigs

Check out upcoming BTC events across their three brilliant venues

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