Milton Keynes is exploring how it can position itself as a gateway to Universal UK and capture a share of the economic opportunity created by millions of visitors to the new Bedfordshire resort.
The opportunity was among the issues discussed as MyMiltonKeynes BID set out its plans for the next five years ahead of a ballot which will determine whether businesses back another term for the organisation.
A successful ballot would secure more than £9 million of investment in Milton Keynes city centre between 2027 and 2032.
Opening the event for businesses at Hotel La Tour, MyMiltonKeynes BID chief executive Jill Farnsworth outlined how the organisation’s priorities have evolved around four themes: Enhance, Experience, Shape and Connection.
Its work ranges from safety and security to improving the city centre environment, events, accessibility, wayfinding, strategic projects and bringing businesses together.
Jill described the BID as a “catalyst for commercial connections”, with collaboration and the creation of a thriving city centre central to its plans for the next five years.
Businesses eligible to pay the BID levy will shortly vote on whether those plans go ahead.
The evening also provided an early look at work commissioned by MyMiltonKeynes BID from Savills to examine the impact and opportunities Universal UK could create for Milton Keynes.
Rory Brooke, head of economics at Savills, said the work was exploring how Milton Keynes could establish itself as a “gateway” to Universal, encouraging visitors to “dwell and spend” rather than simply passing through.
Universal UK is planned to open in Bedfordshire in 2031, with 8.5 million visitors expected in its first year.
Rory used the difference between an airport terminal and a cruise terminal to illustrate the opportunity.
A cruise terminal is largely designed to move passengers through and on to the ship, where much of their spending then takes place. An airport terminal, by contrast, is designed to encourage people to spend time and money while they are there.
The comparison illustrated one of the questions being explored for Milton Keynes: how the city can encourage Universal visitors to stop, stay and spend rather than simply travel through.
That could mean visitors staying in the city’s hotels, eating in its restaurants, using its shops and leisure facilities and discovering what else Milton Keynes and the surrounding area have to offer.
The challenge is particularly significant because Universal itself will be designed to keep visitors on site, with its own hotel accommodation, dining, retail and entertainment.
Millions of additional visitors travelling into the region therefore do not automatically translate into additional spending in the surrounding economy.
As part of its Impact and Opportunity Study, Savills is examining examples from other major international attractions, including Universal Singapore, Disneyland Paris, Warner Bros Studio Tour near Watford and Europa-Park in Germany.
The presentation looked at issues including accommodation around major attractions and collaboration between destinations and surrounding businesses to encourage visitors to explore beyond the attraction itself.
Transport, tourism and partnerships between businesses and public bodies were also among the areas discussed as Milton Keynes considers how it can make the most of Universal’s arrival.
The Savills study is continuing, with the presentation at Hotel La Tour providing early insight rather than final findings or recommendations.
Its timing coincides with an important decision for businesses in Milton Keynes city centre.
MyMiltonKeynes BID’s proposed next five-year term would run from 2027 to 2032, taking the organisation through the period in which Universal is expected to open.
If approved, more than £9 million would be invested in the city centre over that period, including work aimed at improving the experience of visiting Milton Keynes and strengthening connections between its businesses.
The ballot opens on September 24, with voting closing at 5pm on October 22. The result is due to be announced on October 23.
For businesses, the decision comes as Milton Keynes considers not only what its city centre needs now, but how it prepares for the opportunities ahead.
Being close to a development expected to become the UK’s largest visitor attraction presents Milton Keynes with a significant opportunity.
Turning that proximity into hotel stays, restaurant bookings, retail spending and wider investment will depend on how successfully the city prepares to make the most of it.
