How to boost business parks from bland to brilliant
How can business parks become vibrant, community-driven ecosystems that prioritise employee experience and local engagement? Emma Henson, Place Marketing Manager at Activate Placemaking, explores the extra dimensions that can boost business parks from bland to brilliant.
It’s all about creating added services that make people’s life at work easier, along with a dash of community engagement to make people feel at home.
Take Birmingham Business Park, where this philosophy comes to life through a comprehensive approach to occupier experience. With a recent survey targeting the employees that work there, the park gathered 150 responses that provide deep insights into what modern workers truly want – to enable Activate to deliver the kind of events and services would make their work life better.
The numbers tell a promising story
More than 80% of respondents attended at least one event or activity last year, highlighting a clear demand for connection and engagement. One of the most requested additions? More live entertainment.
Timing also played a key role – Thursdays between 12pm and 2pm emerged as the prime window for events.
But it’s not just about fun and games. Occupiers expressed a strong interest in giving back, with many asking for more charity events and community-focused initiatives. In response, Birmingham Business Park is launching its first-ever Social Value Committee. The committee will meet quarterly to drive initiatives that benefit the community, environment, and workplace.
Additionally, based on the survey feedback, the Park has committed to making surroundings more user-friendly, by introducing clearer signage to make it easier for visitors and employees to navigate the space. BBP is also adding more seating areas across the park, providing places to relax and recharge. There will also be additional seating and gazebos to enhance comfort during outdoor events, creating a more enjoyable experience for all.
Making the workplace part of the local community
Business parks are increasingly opening events up to wider local communities, creating inclusive spaces that benefit both occupants and neighbourhood residents.
Croxley Park offers a blueprint for innovative workplace community building. The management team has crafted a dynamic events calendar that includes 12 large annual events and monthly smaller gatherings. With something different in the calendar every month, whether that it’s a workshop or just a few drinks or a variety of food trucks, to get people out of the office and socialising every week.
The innovative approach includes unexpected amenities that transform workplace experience. On-site services have become a game-changer, with examples like mobile barber units that are full all day, and convenient delivery options for pharmacist subscriptions. It’s all about providing the added service that employees no longer need to venture offsite for.
The strategy recognises a critical shift in workplace expectations. The goal is consistent engagement that makes the workplace feel like part of the community rather than just a location. This approach is particularly crucial in a post-pandemic workplace landscape, where employees have increased expectations about work environments.
At Croxley Park, whether it’s a big bash like the Croxchella Festival or firework display, or even the Christmas event, Activate publicises events widely so that parents in the local area might bring their children.
People-first business parks are a compelling value proposition
For investors, this people-first, community-first approach represents a compelling value proposition. Birmingham Business Park’s increasing community engagement, and Croxley Park’s consistent event programming demonstrate a growing appetite for more meaningful workplace experiences. By creating spaces that actively support employee wellbeing and local community integration, business parks can command premium rates and maintain high occupancy levels.
Data supports this approach, with increasing return-to-office rates suggesting that thoughtful amenities and community programming can successfully entice employees back to physical workspaces.
As business parks continue to evolve, the most successful will be those that understand a fundamental truth: workplaces are no longer just locations, but living, breathing communities that require nurturing, creativity – and a genuine commitment to human experience.