In identifying its objectives, the Partnership has recognised that those objectives must take into account:

• residents, visitors and shoppers
• buildings, streets and street furniture
• access to the Town centre
• the environment
• law and order
• developments
• retail, service and financial business
• leisure activities
• litter

The Town can be identified as comprising the Town Centre and an extended Town area.

The Town Centre comprises the primary retail ares including the High Street, Pollet, Lower Pollet, Smith Street, the Quay, the Commercial Arcade, the Market area including Fountain Street and the additional retail areas of North Esplanade, The Albany, the Old Quarter including Trinity Square and the Bordage.

The approach taken by the Partnership with regard to the Town includes the following major activities:

• carrying out an initial SWOT (Strengths, weaknesses, opportunities and threats) analysis of the Town.
• identifying issues affecting the vitality and viability of the Town
• carrying out health checks identifying performance indicators measuring the health of the Town and monitor these on a regular basis.
• revisiting the SWOT analysis and prioritising issues periodically in the light of the health check monitoring
• identifying agreeing and implementing improvement projects
• identifying and sourcing funding projects
• involving everyone affected by these activities
• remaining apolitical and acting as a facilitator
• promoting the town both within and outside the Island