John Spain Associates were engaged by Waterford City Council to prepare a retail strategy which sets out a framework to ensure that the vibrancy and vitality of Waterford City, a key Gateway in the south east region is maintained, enhanced and developed to its full potential. The strategy aims to better meet the City’s shopping needs in a way that is efficient, equitable and sustainable as set down as a principle objective in the Retail Planning Guidelines. The preparation of this retail strategy involved close consultation with Waterford City Council and other key stakeholders. The strategy was informed by household and shopper surveys which were interpreted by John Spain Associates.