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Birches Head was in the Renew North Staffordshire programme for the 2006-2008 period.

It was classified as a General Renewal Area (GRA) which meant that work involved a light touch to make residents feel better about the communities in which they live and work.

More than £1 million was allocated to Birches Head and the money was spent on work which gave the area a facelift such as boundary wall schemes, alley-gating and improving car parking amenities.

General Renewal Areas are smaller neighbourhoods, generally located next to Areas of Major Intervention (AMIs).

They were introduced in the first RENEW prospectus as areas of relatively sustainable stock where strategic investment would help retain confidence. 

The aim was to target environmental improvements within these areas to improve their ‘kerb appeal’, provide a relocation option to residents displaced by RENEW’s work in the AMIs, to target home loans and other products to assist owners to invest in their stock, and to allow for some limited clearance of unfit properties to facilitate new developments.

Overall, the GRAs provided an opportunity for positive regeneration with relatively limited, catalytic investment.

RENEW has spent approximately £4 million, split evenly between Birches Head, Burslem Park and Normacot between 2006 and 2008.

Encouragement was given to ensure that the standard of any repairs or improvements would meet both the Decent Homes and Fitness Standard with particular emphasis given to home security.

Environmental works, incorporating crime prevention through environmental design principles, were targeted to promote a positive image to those living, visiting or passing through the areas.

Work included grant or grant/loan provision; environmental works to boundaries, alleys and open space; and facelifts to both residential and commercial premises located on major routes through the GRAs.

Specific problems in the GRAs included:

• Poor individual properties blighting streets
• Unmade back alleyways
• Inadequate car parking
• Poor provision of quality open space
• Lack of identity
• Lack of community facilities
• Anti social behaviour and the fear of crime
   

These relatively small scale interventions were designed to build stability in the GRAs and increase their popularity.

The first project in Birches Head was completed in January 2006 when homes in three streets in benefited from renovation, including new roofs, windows, doors and boundary walls.

The rear alleyway between the streets was also re-laid with original cobblestones.

The project to renovate 38 homes in Chell Street, Barthomley Road and Cromwell Street and to relay the alleyway was the first phase of regeneration work in Birches Head.

Resident Brian Wilkinson, of Chell Street, benefited from a new roof, windows, front and rear doors and new boundary walls.

He summed up the feelings of many residents, saying: “I have lived here for 40 years and it did need work doing to it, but I couldn’t have afforded it myself.

"I like the area and I wanted to stay, so I am very happy with the improvements. It’s made the whole area better too.”