HemingwayDesign recently completed a Value Proposition and Vision for Eastleigh town centre. The project set out to define what makes Eastleigh distinct, capture community priorities, and provide a practical framework for regeneration.
Commissioned by Eastleigh Borough Council, in partnership with Eastleigh Town Council and Eastleigh BID, we led Together We Make Eastleigh — the largest engagement exercise ever undertaken for the town. Between September and November 2024, more than 2,500 people took part through surveys, workshops and stakeholder discussions, creating a clear and consistent picture of Eastleigh’s strengths, challenges and aspirations.
Community priorities
The process revealed strong pride in Eastleigh’s community spirit and identity, shaped by events such as the Mela and its carnival traditions. People valued the compact, walkable scale of the town and its access to green spaces including Leigh Road Rec, Fleming Park and Lakeside Country Park. Cultural venues and family activities were also highlighted as important assets, with The Point and Swan Centre Leisure Complex recognised as central to Eastleigh’s offer.
At the same time, respondents pointed to clear areas for change. Concerns included the decline of the retail offer, issues with safety, cleanliness and upkeep, and limited options for young people and families — particularly free or low-cost activities. The lack of a strong evening economy, with few restaurants, cafés or cultural venues open after 5pm, was seen as a barrier, while competition from nearby towns such as Southampton and Winchester was often noted.
Eastleigh’s Strengths
Eastleigh is well-positioned for regeneration thanks to its strong transport links, compact and accessible scale, and traditions of civic pride and community action. The town is supported by significant green infrastructure, a strong educational offer, and the economic potential of the Navigator Quarter at the Solent Freeport.
Eastleigh’s Values
We translated this feedback and insight into a set of Values that reflect what makes Eastleigh.
These Values act as a practical tool to guide how the town is shaped and supported—by the council, partners, communities, and those delivering change. They are rooted in reality, not marketing, and reflect what makes Eastleigh distinct: a strong sense of community, a history of getting things done – together, and a commitment to creating a place where people can live well.
The purpose of the Values is to provide a shared reference point for decisions, plans, and investment; support alignment across projects, and stakeholders; and ensure Eastleigh remains grounded, consistent, and recognisable in how it develops and presents itself.
The Values provide a long-term anchor, ensuring that regeneration remains consistent, recognisable and honest, while allowing flexibility as circumstances change.
To put the Values into action, HemingwayDesign introduced a Vision Filter. This practical tool helps test whether ideas or investments are: On brand – do they reflect Eastleigh’s Values? High impact – will they meaningfully shape how people experience or understand the town?
The Vision Filter is now being used by partners as a common reference point. It helps ensure projects across culture, public realm, business support and marketing all push in the same direction and contribute to a coherent sense of place.
The Town Centre Vision
Grounded in the Values, the Town Centre Vision sets out six priorities for change. Revitalising the town centre means not only strengthening the retail mix and supporting independents, but also bringing more people to live, work and study in the heart of Eastleigh, alongside improving safety, cleanliness and accessibility so the centre feels inviting for all. Investment in green and sustainable infrastructure will make walking and cycling easier, improve links between residential areas, parks and public spaces, and lower emissions, creating a cleaner and more attractive environment.
The Vision also focuses on strengthening Eastleigh’s cultural and community life, expanding opportunities for events, arts and creative activity that bring people together and showcase local talent. A stronger evening economy is needed to ensure the town centre remains active beyond retail hours, offering a broader mix of food, leisure and cultural options in a safe and welcoming setting. Provision for young people and families is another priority, with more spaces, activities and opportunities designed to make the town centre inclusive across all age groups. Finally, the Vision recognises the importance of celebrating Eastleigh’s heritage and identity through storytelling, public art and high-quality placemaking, creating a town centre that feels proud, distinctive and well cared for.
Turning vision into action
The Values and Vision are already guiding delivery. Early projects include pedestrian improvements on Market Street and High Street, investment in market infrastructure and events, and strengthening The Point as a cultural anchor. Each initiative is being tested against the Vision Filter to ensure consistency and impact.
Read the full reports here.