Why Cheltenham’s High Street Is Dying.

What the Council Could Do About It, But Doesn’t

Let’s start with a simple truth: Cheltenham’s high street is in trouble. Shops like the jeweller on the High Street are closing their doors. It’s not just one shop—it’s a pattern. But why? The answer isn’t tax cuts or grants. It’s simpler, yet harder: businesses need customers with money to spend. That’s the hook, the heart of the story. Let’s unpack why that’s true, what’s causing the problem, and what Cheltenham’s council could do to fix it.

Step 1: The Problem Isn’t a Lack of Handouts

You might think giving businesses a tax break or a cash grant—like the £25,000 given to the Cheltenham Playhouse—would solve the problem. It sounds logical: give businesses money, they stay open. But that’s a sticking plaster. The real issue is that customers aren’t spending. Why? Because they don’t have the cash. For many in Cheltenham, their money disappears before they even reach the high street.

Step 2: The Cost-of-Living Crisis Is Draining Wallets

Here’s the core of it: 35% of Cheltenham’s residents rent their homes. For them, rent isn’t just a bill—it’s a black hole. On average, 40% of their income goes straight to landlords, and that figure is climbing. Imagine taking home £2,000 a month and £800 of it vanishing before you buy groceries, pay bills, or even think about popping into a local shop. That’s the reality for thousands in Cheltenham. When people’s pockets are empty, businesses suffer. No customers, no sales, no high street.

Step 3: The Council’s Role—What’s Going Wrong?

Now, you’d expect the council to step in, right? They have the power to ease this pressure. Other councils do it—why not Cheltenham? Instead, the council seems distracted, swayed by property developers’ interests rather than focusing on ordinary residents. They’re not tackling the root cause: a housing market that’s squeezing people dry. Let’s look at what they could be doing.

Step 4: Solutions That Could Work

The council has tools at its disposal—resources, authority, and options other councils already use. Here’s a clear chain of actions they could take to put money back in residents’ pockets and revive the high street:

• Regulate Airbnb: Cheltenham has 751 homes listed on Airbnb. That’s 751 properties that could be long-term rentals, increasing housing supply and driving down rents. Other cities regulate short-term lets to protect local housing—Cheltenham could too.
• Build More Social Housing: The council has backtracked on commitments, like affordable housing in Cyber Park. They could reverse that, prioritize truly affordable homes, and define “affordable” in terms of tenant income—not just 80% of market rates, which still prices out many.
• Crack Down on Rogue Landlords: Some landlords and letting agents exploit tenants with unfair fees or poorly maintained properties. The council could proactively seek out and prosecute these practices, not wait for complaints.
• Create an Ethical Letting Agency: Through Cheltenham Borough Homes, the council could set up an agency that pairs tenants with fair landlords who don’t gouge on rent or skimp on repairs. It’s a model that works elsewhere—why not here?

Step 5: Why This Matters

If the council took these steps, rents could stabilize or even drop. If residents spent 25% of their income on rent as was once the norm, instead of 40%, that’s hundreds of pounds more each month to spend on the high street. Coffee shops, jewellers, bookstores—they’d all feel the difference. Businesses don’t need handouts; they need customers who can afford to walk through their doors.

Step 6: The Call to Action

Cheltenham’s council has the power to act, but it’s not. It’s time for residents to demand a council that prioritizes them, not developers. The Cheltenham Tenant Union is pushing for this change—join them. Read more at their site: Cheltenham Tenant Union.

This isn’t about one shop or one policy. It’s about a town where people can afford to live and spend. That’s how you save the high street.