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A new wayfinding initiative aimed at enhancing navigation in Stirling city centre has been launched to benefit both visitors and residents.
The project, led by Go Forth Stirling Business Improvement District (BID) in partnership with Stirling Council, seeks to improve signage, highlight Stirling’s rich heritage and encourage sustainable travel while promoting local businesses.
The first phase involves a comprehensive audit of the city conducted by wayfinding specialists Claro Wayfinding. The consultants will assess the current infrastructure and engage with key stakeholders, including community groups, to identify areas for improvement.
Go Forth is also inviting residents and visitors to share their experiences and ideas via a survey accessible here – www.engage.stirling.gov.uk/en-GB/projects/finding-your-way-in-stirling
Claro Wayfinding Director Jonathan Docksey introduced the project at the BID’s AGM emphasising the importance of creating seamless and enjoyable journeys around Stirling.
He said: “Wayfinding is about helping people navigate from their starting point to their destination. It involves spatial problem solving and guiding people through clear navigational cues.
“Our aim is to make journeys around Stirling as positive and successful as possible, encouraging visitors to fully enjoy the city’s history, attractions and local businesses.”
During the initial audit, Mr Docksey explored Stirling both on foot and by vehicle to gain insight into navigational challenges. He also engaged with local people and visitors to understand their experiences of navigating Stirling.
He noted: “We’ve already identified areas for improvement such as the city’s underpasses which currently lack adequate signage to guide people. Our focus is on making the city more connected and ensuring visitors can easily explore Stirling, maximising their experience and encouraging them to spend time discovering local businesses.”
Stakeholder workshops and one-to-one meetings have also been held to discuss navigation challenges, highlight strengths and identify opportunities for improvement.
Following the audit, Claro will deliver a detailed report with recommendations to shape a strategy and masterplan. This will aim to enhance wayfinding, tell Stirling’s story and ensure visitors fully engage with the city’s offerings—while supporting local businesses and increasing footfall.
It will also consider improvements which support additional needs, including the possibility of dementia-friendly signage, to ensure the city is accessible to all.
Danielle McRorie-Smith, Project Director at Go Forth Stirling, said: “The wayfinding project will significantly benefit our business community by improving the visitor experience and making it easier for people to find key destinations, attractions and businesses.
“It will increase footfall, dwell time and create a welcoming environment that will make Stirling more attractive to investors, new businesses and tourists. Our goal is to ensure Stirling city centre is open for business and as accessible as possible for both residents and visitors.”
She added: “This project is a direct response to the feedback we received from the business community when we asked them to prioritise focus areas for our current five-year term. Wayfinding emerged as a key concern and we are investing strategically to address it.”
The BID has committed to delivering this initiative as part of its mission to enhance the trading environment and support the success of more than 600 businesses in Stirling.
“Now that we’re well into our second term, we’re focused on implementing projects that make a tangible difference. The wayfinding initiative is a cornerstone of our five-year plan and will provide long-term benefits for Stirling’s businesses and residents. Once the audit is complete, we’ll work closely with Stirling Council and all relevant stakeholders to design and implement the improvement strategy,” said Ms McRorie-Smith.
Go Forth Stirling continues to prioritise projects that create a vibrant, welcoming city centre – ensuring Stirling remains a top destination for shoppers, visitors, and businesses. For more information, visit www.goforthstirling.co.uk
