Sonia Cubrilo MA FIPM
Sonia Cubrilo has been a Director of IntoPlaces since 2019, bringing 30 years of public sector experience at a Head of Service level to her role.
She has a Master’s Degree in Management, is a Fellow of the Institute of Place Management, and has been an Expert within the government’s High Streets Task Force, which ran from 2019 to 2024.
In her current work, Sonia supports businesses, communities and local authorities up and down the country, helping devise place-specific solutions that can empower people to transform their high streets.
Within local government, Sonia was responsible for numerous town centres and the management of teams. She helped deliver successful town centre regeneration projects (including Altrincham, award winning town for best High Street 2018 and nominated best place to live in UK 2020 – Sunday Times), promoted partnership working to create thriving places, and supported town centres to adapt to meet changing expectations.
Sonia is skilled in providing a range of tailored workshops and support, in areas such as town centre revitalisation, leadership development, partnership development, and stakeholder and community engagement, using asset/strength-based ways of working.
Sonia’s specialisms
Developing Place Partnerships (Public/Private)
Place Visioning
Place Leadership Training
Stakeholder & Community Engagement
Young Enterprise
Place Activation
Sonia’s blogs
Place partnerships are becoming increasingly important as towns compete for investment and regeneration, says Sonia Cubrilo.
Sonia’s project examples
Liscard
Following on from its work in Altrincham, IntoPlaces has more recently used the same model with Wirral Council, in Liscard town centre.
Prior to this work, the town suffered from a lot of negative perceptions and press coverage.
The town centre was struggling with a general feeling of neglect, including an excessive number of vacant units, and few incentives to visit.
IntoPlaces developed a successful partnership with local traders, businesses and residents, who have come together with Merseyside Police, voluntary sector groups and other organisations to create a new Partnership for Change called ‘Liscard Together’.
Liscard Together is a formal public, private and community partnership, set up to achieve an agreed mission:
“Working together to create a welcoming, inclusive Liscard town centre that is vibrant, safe and green. A place that inspires people and businesses to flourish and unlocks the potential for all.”
Regenerating a town centre can be a slow process and can take a number of years. Liscard Together has made some good inroads, developing its framework for the town and getting stakeholders engaged, including taking ownership of the town’s Action Plan. In just its first 12 months, the partnership delivered a range of successful actions from its 2024 Action Plan, including:
- Delivering a programme of funding for secured events throughout the year;
- Increased footfall, dwell time and spend in the town centre (as result of the events programme);
- Increased interest in vacant units (reduction in voids);
- Improved involvement and communications with businesses (developing a business newsletter and Business Ambassador network);
- Raising funding for Christmas lights/events;
- Helping reduce crime in the town centre (through RadioLink initiative);
- Delivering diversionary activities for young people to help reduce ASB;
- Greening and clean-up projects;
- Becoming constituted and setting up a bank account;
- Developing a dedicated website and social media platforms, which have all had a positive impact on Liscard town centre;
- Delivering its first Business Awards scheme (which the town had previously not had).
The town is also improving its reputation, and embracing a more family and community spirit, as the work of the Partnership slowly reverses Liscard’s previous decline.
South Shields Market
Sonia and the IntoPlaces team delivered a successful review of South Shields Market for South Tyneside Council.
The South Shields Market boasts a rich history of 250 years in the town centre; however, it has faced several significant challenges over the years. These include a decrease in footfall, competition from online and out-of-town retailers, competition from other markets, a shortage of new traders – especially younger people – and the necessity to adapt to evolving consumer preferences.
The project involved a comprehensive engagement with market traders, some local residents, and businesses. It also assessed the existing operational and management model and provided insights into various potential future management and governance models that could be considered for South Shields Market.
The consultation resulted in the development of the council’s Markets Improvement Plan. This plan highlighted several key themes that respondents frequently mentioned, which are expected to significantly influence the market’s future. One of the primary needs identified was the establishment of a compelling vision for the market.
The themes included essential features such as the introduction of a wide and diverse range of products that align with local needs and preferences; the presence of cafés or food vans on-site; adequate seating; good access to the site, especially by local transport; and an active and engaged community of market traders.
The review provided clear recommendations to the council, who have made some immediate changes, including physical enhancements to the layout of the market, improvements to the offer, and increased promotional activities.