Moda Living:
Hove Central

Authentic and effective engagement for a Hove neighbourhood

Background

In early 2020, Moda Living, a leading BTR (Build To Rent) developer and operator, was granted planning consent to develop the Sackville Trading Estate in central Hove, providing up to 824 homes and creating a thriving multigenerational urban village with public spaces and a focus on leisure and wellness.

They signed a Section 106 community legal agreement of £10 million to be invested in local infrastructure, education, public art and helping the community.

Moda understood the importance of listening to and engaging with the local community throughout the process. They wanted to work with consultants with the experience and knowledge to make this engagement happen effectively. Silverstone Communications were delighted to be their chosen community engagement partner.

Solution

We felt the best way forward for Moda Living was the creation of a Community Liaison Group (CLG) which we manage on their behalf.

The CLG has two major roles:

Communicating to all stakeholders and acting as a conduit of information for all parties, both within the community and in the council.
As a sounding board and facilitating discussions as to how the Section 106 monies should be spent locally.

We emphasised the importance of community engagement to raise the profile of Moda Living as a developer and operator who wanted to work alongside local stakeholders to deliver the best solutions for this new neighbourhood.

The CLG meets quarterly and has buy-in from all of the local ward councillors and the relevant civic groups. We also provided crisis communications support and event management. As a result, Moda and their construction company Midgard built up good will and positive relationships with the local community.

Impact

The Community Liaison Group has secured £1.1 million of the Section 106 monies to be spent in the immediate neighbourhood, on projects determined by the local community. The project has achieved cross party support and been commended for its consistent engagement with all stakeholders. It has set the standard for other developments across the city.

When issues arose in the process, Moda Living had built up enough trust that the parties involved were able to resolve matters.

We proved - on behalf of our clients - that engagement can be real and authentic and that when done properly, it is far removed from any preconceptions of greenwashing.

£1.1 million of S106 monies secured for projects in the immediate neighbourhood

“Moda Living’s community engagement programme should be recognised as best in class.”