A few things I've noticed on my visits to Derby.
The location is very good. A great cross roads for people who want to tour England with day trips by train. I don't if you advertise that fact.
I think you could create some life around the river. When you walk to the Pride Park from the city centre it's not the high point of your day, is it?
It wouldn't mind if there was more special stores to visit in the city centre I ain't a fan of chains. There should be more life in Eagle Market. It's kind of sad now.
You really don't advertise much what you have in Derby. Last time I was there the information place was closed. It's kind of hard to learn about Derby. The first Derby Feste I attended with my mate was very nice. For some reason it got down played a lot on this forum. Later I learned it was the biggest out door fest in the whole country. Now it has shrank but you could do something with it.