Businesses in an up-and-coming Beeston street have spoken of the "community spirit" that is driving the area forward. From micro-breweries to family-run bakeries, the businesses in and around Chilwell Road are, in some cases, working together to attract potential customers to the street.
Ezra Watson, who works as general manager for The Arc Cinema, has worked with local restaurants, bakeries and pubs to ensure the cinema puts on events that "brings people to Beeston." Although the venue is based in Station Road, near where Chilwell Road meets Styring Street, he cited the huge potential for growth and "exciting opportunities" as his reason behind joining the business.
He says he wants the area to be a "community hub" and entice people into planning their weekends around doing multiple things in Beeston. And, having had a look around, there is certainly something for everyone in and around Chilwell Road in the high street.
Ezra said: "We're a family-run Irish company that recently expanded into the UK. So a small cinema company across the UK and Ireland.
"There's a lot of focus on how to drive community spirit, drive promotion of the community area. So we'll put on fan events where we'll have film replica vehicles or film replica props outside that people can pose with.
"We recently started doing more international films which we're working nicely with some of the local restaurants. So if you come to one of our special screenings there are ones where you can get a discount or a set price when you present your ticket."
He added: "We want to be a community hub and make people plan their days and weekends doing multiple things up and down all of Beeston.
"I've got in a Beeston Brownie company so we've now got a local Beeston bakery who supply some of our sweet-toothed stuff which covers vegan, gluten-free. So that's another one where we don't want to just be selling the stuff that Nestle and Mars mass-produce.
"We're going out there to try and find what local independent suppliers there are.
"So I'm not Beeston-based but I know the town through my university years and playing sport around the area. Over the last couple of years there's plenty coming into the area.
"There are lots of little independents popping up on the high streets. I know it had the nickname of a 'charity shop high street' a few years ago and that was it.
"Certainly it was part of my decision coming here knowing that there is growth and there are exciting opportunities."
Charlie Tapped, 30, who works as the manager of micropub and bottle shop Totally Tapped, said: "There are so many independent businesses popping up which is great. A lot of the businesses are really supportive - there's a real community vibe.
"The Frustrated Chef down the road is great and doing really well too. I've been trying to get a table there for ages!
"Now I'm going to lots of places you wouldn't normally go to and you wouldn't usually see in other areas. It's progressed a lot.
"We're moving into the Skills building nearby soon. We're going to have a lovely spacious garden and the footfall should be even better."
Jeff Hingley, 79, runs an antiques store in Chilwell Road called Auntie Gwen's Attic, but says business hasn't been quite as good, and noted the bars open later are doing well. He claims the tram line directly outside the store -where people used to be able to park - has had a negative effect on business.
He said: "It's probably the bars and cafes that are taking in a lot of business - it's usually very busy at night. It's a lot louder than it's ever been, I'd say that.
"Business is slow for us. The main issue is that [points to the Chilwell Road tram stop].
"If cars could park outside then it would be much easier for them to access the store. We'd have a lot more footfall if cars could park outside.
"We've been here since October 98' and I'd say one of the bigger differences is the amount of independent shops. But I think it is the places that are open until a later hour that are doing the best at the moment."
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