Feasibility Study +44 (0)20 7928 0000
Total Page：16
File Type：pdf, Size：1020Kb
Charcoalblue LLP 17 Short Street Bankside, London SE1 8LJ FEASIBILITY STUDY +44 (0)20 7928 0000 [email protected] 12087 CHELTENHAM TOWN HALL www.charcoalblue.com Charcoalblue is a Limited Liability Partnership registered in England with number OC373258 Final Issue May 2013 CONTENTS EXECUTIVE SUMMARY ......................................................... 3 STAGE ONE - MARKET, STRATEGIC, BUSINESS ANALYSIS AND DEFINITION OF PROJECT OBJECTIVES ..................... 4 LOCAL STRATEGIC CONTEXT ............................................................... 4 MARKET ANALYSIS & PERFORMANCE ................................................ 6 OPERATIONAL ANALYSIS ...................................................................... 8 STAGE ONE CONCLUSIONS ................................................................ 22 BUILDING DEVELOPMENT OBJECTIVES ............................................ 26 STAGE TWO - MODEL TESTING, DESIGN, BUSINESS AND ECONOMIC STRUCTURES .................................................. 28 ACOUSTIC REVIEW ............................................................................... 29 INITIAL CONCEPT MODEL #1 ............................................................... 36 CONCEPT MODEL #2 ............................................................................ 39 ECONOMIC FUTURE STUDY (IMPACT AND BENEFIT) ...................... 42 STAGE THREE - CONCLUSIONS AND RECOMMENDATIONS .......................................................... 45 FINANCIAL FORECAST CONCLUSIONS .............................................. 45 FUNDING STRATEGY ............................................................................ 45 RECOMMENDATIONS ........................................................................... 46 APPENDIX ............................................................................. 47 Project: 12087-Cheltenham Town Hall Date: May 2013 Title: Business Feasibility Study Page 2 of 55 Issue type: FINAL ISSUE © Charcoalblue LLP EXECUTIVE SUMMARY STAGE TWO - MODEL TESTING, DESIGN, BUSINESS AND ECONOMIC STAGE THREE - CONCLUSIONS AND RECOMMENDATIONS The report documentation enclosed is written in response to the brief for the STRUCTURES This final stage utilises the testing of varied business models and analysis exercises feasibility study to be undertaken on behalf of Cheltenham Borough Council (CBC) This stage of the report provides a summary on the two principle design concept undertaken in Stage two, and provides a series of conclusional recommendations to provide analysis, professional comment and forecasts with relation to options developed through the design workshops held with both the Town Hall on all elements of the operation. This section also includes a funding strategy Cheltenham Town Hall. The report utilises the large amount of work undertaken by management and the stakeholders. providing an overview context on the potential available sources of funding. both the Town Hall management team to date, and previous studies undertaken to inform the starting point for the feasibility study, The acoustics report provides details on the measurements and observations found Finally a summary series of recommendations and conclusions are provided and principle solutions available to mitigate the current noise transfer issues that suggesting a strategy for developing the proposed vision and moving forward. Throughout the report we have utilised information and data on comparable venues prevent simultaneous use of the Pillar room with the main auditorium. In addition it strategies which require proactive support from the Council to ensure that the future to provide benchmarking on current performance of the Town Hall . also suggests possible solutions to create a variable acoustic within the main viability of this service continues to be a leading example of an efficient value-for- auditorium via sympathetic variable acoustic banner systems to create a more money service to the residents and region. The report is split into 3 primary stages to meet the requirements of the feasibility suitable acoustic environment for the wide range of performances undertaken study brief as follows: presently. STAGE ONE - MARKET, STRATEGIC, BUSINESS ANALYSIS AND The seating and auditorium design section provides information and DEVELOPMENT OBJECTIVES recommendations on improved auditorium seating to meet the development This initial stage provides a comprehensive overview of current and recent objectives of improved seat aesthetic and audience experience / comfort, greater operation, including an outline of the strategic context of recent years, market flexibility and speed of turnaround (from flat floor events to fully seated) and position of the venue within the region and a summary of recent financial increased capacity. performance and attendance levels. This is utilised to create a series of conclusional development objectives for both the business and the physical building Design Concept #1 shows the potential for a new foyer entrance on the south-west that are compared to the development objectives provided by the client. corner of the building - replacing the previous extension / modification to the building whilst avoiding Skillicorne gardens. The potential design style could be in sympathy The analysis showed that whilst the venue is operating reasonably well, and the to the previous historic Wintergardens. This provides a cafe/bar area and entrance Town Hall management have done well to reduce the current operating subsidy so from Imperial Gardens, in addition to dedicated access to the Pillar room and lift and substantially to date, there are a number of business development objectives that stair access to the balcony. can be set to try and increase audience attendance and improve programme revenue through better planning and financial negotiation. Design Concept #2 builds on the principles of concept 1 but in addition offers the potential for Skillicorne gardens to be converted back into a Wintergardens style A series of development objectives were collated including considerations from conservatory in echo of the past, to provide a larger restaurant / dining area with the stakeholders including Cheltenham Festivals, Fosters Catering and the Town Hall ability to host weddings and events. In addition it demonstrates the ability to deal management. These include: with the west elevation of the building used as a ‘get-round’ route between the gardens and the front of the Town Hall, by providing a simple enclosed ‘street’ in a Additional capacity and greater comfort and flexibility of seating in main lean-to construction fashion, utilising the potential available floor space at basement Town Hall auditorium level to create a series of small quirky retail outlets (again in tribute to the historic Greater provision of technical equipment and infrastructure throughout the past of a cobblers shop that existed in this manner) building (primarily in performance spaces) Viability of Pillar room as dedicated performance / events space Stage two also provides a series of financial forecast estimations which Acoustic noise transfer issues demonstrate the enhanced income streams (in conservative fashion) with Acoustic environment considerations (for both Pillar room and main consideration for additional utility and staffing expenditure, to show the potential auditorium) subsidy reduction as a conservative guideline that may be available for each of the Provision of all-day cafe / bar offer design options. Improved building thoroughfare and audience loading / congestion Improved external appearance / active frontage More formal entrance from Imperial Gardens for festival periods Project: 12087-Cheltenham Town Hall Date: May 2013 Title: Business Feasibility Study Page 3 of 55 Issue type: FINAL ISSUE © Charcoalblue LLP STAGE ONE - MARKET, STRATEGIC, BUSINESS ANALYSIS AND DEFINITION OF PROJECT OBJECTIVES LOCAL STRATEGIC CONTEXT VENUE HISTORY VENUE GEOGRAPHICAL LOCATION Cheltenham Town Hall building has an impressive history dating back to its opening Cheltenham Town Hall is located on the North East side of Imperial Square on the in December 1903. Built in an eclectic classical style very much in keeping with the footprint of a former bowling green, a part of Imperial Square, which historically various Regency and Victorian architecture found around the centre of Cheltenham. contained not only gardens but the large glass and steel Winter Gardens building, The Town Hall is owned and operated by Cheltenham Borough Council (CBC) which has since been demolished. The building adjoins Skillicorne Gardens. From its opening the Town Hall has become a home for live music, social The Square is located with the North East side facing towards town centre, with the gatherings, civic occasions, ceremonies and entertainment in Cheltenham. front elevation of the Town Hall on the one-way inner ring road, meeting the Currently the building has one primary performance / activity space, the main hall promenade, with the rear of the gardens leading up to the popular Montpellier seating 921 or 1008 standing, and a secondary performance space, the Pillar room district of Cheltenham. seating up to 300 dependent on room format . There are strong close links to public transport including buses and taxis, and In addition to the main hall and Pillar room there are currently 3 other spaces used nearby town centre parking. for events and functions, the Drawing room (capacity max 150 persons) and the Holst suite & syndicate