A RADICAL new approach needs to be taken to drive forward St Helens’ economy, according to a report by the council’s chief executive.

The report warns that if the town does not grasp the opportunities available, the economy will fail to grow and this will impact on residents and the council’s long-term finances and ability to provide services.

Councillors were last night (Wednesday) being asked to endorse four first steps to driving the growth of the town’s economy.

These are establishing an economy board, forming an ambassador network, a rebranding of St Helens – described as a ‘new St Helens narrative’ – and the relaunch of a business web portal.

The plans are driven by changes, set to come into force from 2020, obligating local authorities to deliver services using locally-raised revenue. This will mean a further budget cut of £20.6million for St Helens.

The report, by chief executive Mike Palin, states: “The need to engage business to a greater extent and secure new investment (...) is crucial to ensure that future business rates can help support the finances of the council and deliver service such as adult care, protecting children and maintaining roads.

“Delivering such essential services will be dependent on maintaining and potentially growing the local tax base.”

It adds: “The availability of new well-located employment land is essential to St Helens’ economic prosperity.”

The report states the economy board would involve partners from the public and private sectors, adding the board will “lead the economic rejuvenation of St Helens”. The ambassador network, with fee-paying members, would fund activities promoting St Helens.

As for the re-brand, the report says there is a need to “change the perception of St Helens and be more confident and forward-thinking”, adding that workshops found St Helens “is a place that can often be self-critical” and “insular” despite the borough having “extremely good assets”.

The web portal, called investinsthelens.com, would be a means of communicating the St Helens brand, reflecting the town’s story and a messaging platform for investment, business and education.

Mike Palin, an economics expert who played a key role in setting the Liverpool City Region strategy and policy, joined the council in January 2015.

His report says the town faces a number of economic issues, including higher than average unemployment levels, lower skills attainment and relatively low earnings.

However, it adds, reasons to be optimistic include St Helens’ “strong manufacturing base”, “growth opportunities in the logistics sector”, “exceptional connectivity via road and rail”, “strong education offer” and “a number of tourism and heritage assets”.

This comes amid concerns for the future of the town centre and proposals to release green belt land for development. A public consultation into the controversial plans for the green belt is currently underway and a strategy for the town centre is in the pipeline.