WALLASEY VILLAGE ACTION PLAN

This Action Plan is a comprehensive strategy for potential future development and change within the Village Local Centre.

The Wallasey Village Action Plan builds on the Wirral Town, District and Local Centres Study and Delivery Framework 2011 (“2011 Town Centre Study”) which is a broader strategy for the regeneration and growth of the Borough’s 23 local, district and town centres outside . This in turn updated the Wirral Strategy for Town Centres, Retail and Commercial Leisure produced for the Council by Roger Tym & Partners (“the RTP report”) in 2009. Detailed analysis and consultation work was undertaken in producing the 2011 Town Centre Study, including wider consultation at a strategic level (Core Strategy) and more focused consultation with key stakeholders and traders. The findings and conclusions of this work form the basis of the Wallasey Village Action Plan.

In producing the Wallasey Village Action Plan, further consultation work has been undertaken with key stakeholders and traders, providing the opportunity for their input into the plan. The consultation responses and feedback have therefore been captured within the proposed Action Plan and have informed the key issues identified.

The Wallasey Village Action Plan provides a more detailed framework for shaping the regeneration of the centre, setting out issues, objectives and potential interventions in respect of regeneration, planning, design, sustainability and transport. It articulates a shared vision for the enhancement of Wallasey Village as a local centre. Its use is therefore neither led nor limited to council officers and it should be utilised by traders, community groups and any one else with an interest in their town centre. It is also important to emphasise that the vision for Wallasey Village cannot be achieved by the Local Authority alone. New businesses will be created by entrepreneurs and investors, not the public sector. Community and voluntary effort will have an important role to play in championing the vision and devising and delivering events and other initiatives in the town centre.

The Wallasey Village Action Plan sits alongside the Traders Toolkit (which can be viewed at (link)) which provides general information to town centre businesses about issues such as planning and licensing. The Action Plan is related to and should be read in parallel with a number of other strategic planning documents, including the Wirral Unitary Development Plan and the emerging Core Strategy. It will also provide an evidence base to inform more detailed aspects of the Local Plan for Wirral, including the proposed Site Allocations DPD and a potential ‘Town Centre SPD’. The Action Plan will not be adopted as a Development Plan Document and will remain non-statutory, but will be used to shape the future of the area.

Statutory Non -Statutory

Cor e Town Centre Strategy Strategy

Town Centres Site Town Centre Town Centre SPD Allocations Action Plans Toolkit Local Plan

WALLASEY VILLAGE NOW

This section presents a portrait of Wallasey Village as it functions today. Here we identify the main elements which define the identity of the centre and the main issues that are impacting upon it. These issues have been grouped into key themes which form the core of the Action Plan and a framework for future targeted action and interventions.

Diversification and Identity

Wallasey Village is an established local centre which comprises two separate clusters of shops - at the southern end centred on the junction with Road (‘Wallasey Village South’), and at the northern end, between the junction with Grove Road and Sandy Lane (‘Wallasey Village North’). Between the two clusters is the St Marys College campus (on the eastern side of Wallasey Village) and predominantly residential use on the western side of the road. Although there is clear physical separation between the two clusters of shops, it is still locally (and for planning purposes) regarded as a single centre and the uses in each cluster are by and large complementary.

Uses within the centre

The 2011 Town Centre Study identified the centre (both areas) as having a significant service offer (60% of the total number of units) with convenience provision (9%) just below the study average and comparison provision (11%) less than half the study average. A resurvey in November 2012 suggests that the balance of these uses has not significantly changed in the intervening period.

Convenience retailing in Wallasey Village South is centred on a Co-op supermarket and Cost-Cutter convenience store at the Murco petrol filling station on Leasowe Road. There is a Nisa Local at the southern end of Wallasey Village North and a Premier Stores/Post office at the Grove road end of the Village.

The wide range of services uses in Wallasey Village no longer includes a bank although there is a post office in Wallasey Village North. There are a number of hot food takeaways, pubs and restaurants. St Marys College has a hair and beauty training academy in Wallasey Village North. Wallasey Village Medical Centre is located towards the southern end of the centre.

There are a small number of vacant units pepper potted throughout the centre. The 2011 Town Centre Study noted that the percentage of vacant units (12%) matched the study average. No shop units have been converted into residential use to date. The 2012 re- survey identified 13% of units as vacant.

Transport and accessibility

The centre is well served by public transport, with a number of bus services serving the centre, although north –south buses travel via Green Lane and Bayswater Road. These services could be exploited for attracting inward retail or leisure journeys to Wallasey Village if the centre created this demand. There are railway stations at Grove Rd and Wallasey Village. There is a large 168 space park and ride facility at Grove Road station.

The Wallasey Village/Leasowe Road gyratory dominates the southern cluster of shops – there are pedestrian crossings on 2 legs of this roundabout. There is limited off-road parking aside from Grove Road park and ride and the car park for the Co-op. Parking restrictions limit on-street parking within the clusters of shops and parking enforcement at the northern end of Wallasey Village has been tailored to meet the needs of the local businesses.

Placemaking

The centre is made up of two main areas that are physically and functionally divided. There is a further parade of shops to the west on Leasowe Road that is also included within the centre boundary but the Murco/Cost-Cutter on Leasowe Road appears to isolate this western extent of the centre from the remainder. Given the distance, nature of uses and busy junctions between the southern and northern areas of the centre there is little scope of physically connecting the two areas.

There are areas within both areas of the centre that are inactive and appear to be lacking in vibrancy. This is largely due to the high level of service uses and concentrated vacancy such as the corner associated with the former bank. Some of the frontages themselves are in need of improvement.

The centre benefits from being in close proximity to two train stations and is well served by public transport. Pedestrian links between the train stations and the two parts of the centre are quite poor.

Events and Marketing

There is no signage on entering the centre that provides any real sense of identity. We are not aware of any local initiatives to promote the centre or individual businesses.

Wallasey Village – Next steps

The centre is not in need of significant change. It is a successful centre. However, given that the centre has two separate focal points around separate transport hubs, it needs to ensure it can sustain its retail offer to attract people to use their local offer and services and to bring new customers into the centre.

WALLASEY VILLAGE LOOKING FORWARD

Vision By 2018 Wallasey Village will be a sustainable, safe, thriving local centre, providing a range of services appropriate to its role and serving the needs of the local community. An improved high street and enhanced convenience and comparison offer will create a vital and vibrant centre and an enjoyable shopping experience, promoting the unique aspects of its offer.

This section sets out actions and interventions to achieve this vision. It identifies areas within the existing boundary that can accommodate alternative uses to reduce vacancy rates and increase vitality and vibrancy. There are opportunities to improve the identity of the centre and to introduce an improved offer, attract new retailers and users to the centre and secure its sustainable future.

Diversity and Identity

A proposed small change to the boundary of the centre is proposed on Leasowe Road to take the parade on Leasowe Road west of the Murco Petrol station/Cost-cutter out of the centre as it has the character and function of a free-standing local parade within a residential area.

GOALS/ WHAT WE COULD ACHIEVE TOGETHER… HOW WE COULD ACHIEVE AIMS IT… Making Maintaining a nucleus of retail and service Wallasey uses to serve the needs of the local Encourage temporary or pop-up Village a community uses for empty units within the sustainable centre local centre A more vibrant high street Promote the toolkit to help the A convenience offer that is able to attract and Traders Group and individual retain customers all year round and resist loss businesses to be more proactive to other areas. in identifying and meeting the needs of town centre users A Centre where people choose to shop

A high quality environment and enjoyable visitor experience

A diverse Restrict location of and control the design of Although not currently a major offer where non retail units issue, monitor and manage the convenience location and clustering of uses remains the within the centre through planning predominant policy- resist proposals to convert use shop units to residential uses

Strong Features such as signage to create a strong Greening strategy sense of sense of place and identity arrival Ensure a consistent design to shop frontages throughout the Strong centre identity for the centre Rebrand the centre to create a strong sense of identity, introducing consistency in signage, lighting colour and street furniture

Accessibility and Transport

The centre is very well served by public transport, with a number of bus services serving the centre and the two train stations located within a short walking distance to the centre. There are however several issues that could improve accessibility. Parking is an area of concern for the traders and the opportunity to maximise existing parking within the village should be pursued.

The retail area is within the developing Wallasey Cycle network, and so far, consists of signed routes to schools, shops and other local facilities, improvement to junctions and some new crossing facilities that aid both cyclists and pedestrians. The cycle network is still developing and will be subject to consultation .

GOALS/ WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE AIMS TOGETHER….. IT…. Improve the Environmental improvements that would A greening strategy to improve pedestrian / soften the traffic impact from the centre the routes from the train stations cyclist into the centre experience of the centre Potential to enhance the Wallasey Cycle network (subject to consultation) Improved Review cycling parking facilities in the area to Potential to improve cycle parking cycle parking capture use of the cycle ways facilities in the centre facilities

Placemaking

There are several issues that have been identified that could improve the environmental quality of the centre overall.

Improved linkages with the train station and other uses located on the perimeter of the centre could also improve vitality within the centre and enhance its offer.

GOALS/ WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE AIMS TOGETHER….. IT…. Improve Create a good first impression of Wallasey A consistent feel and character to sense of Village with a strong sense of arrival the area arrival to the centre

Improve the A cleaner, greener, more attractive high street Use landscaping to soften the environmenta appearance area, this could be l quality of A high quality public realm which has a strong hanging baskets the centre to sense of identity, is useable and accessible provide an Ensure pedestrian routes are interesting An enhanced public realm and interesting unobstructed, moving or removing and active streetscene obstructions where necessary streetscene High quality shopfronts and conversions Design guidance for shopfronts throughout the centre and shutters/ security and residential conversions

A diverse Improved transport links between various Clear and enhanced pedestrian/ offer services within the centre cycle routes around the centre providing a well Directional signage/ information integrated boards range of community services, complementi ng and enhancing the centres offer as a local convenience centre.

Events and Marketing

Although the two parts of the centre will remain physically separated, there are opportunities for a combined marketing strategy actively promoting the centre and its offer within all areas and to increase linked trips between the different areas.

A marketing strategy could also identify opportunities for links with Wirral wide events including the annual Egg Run which goes through the centre and events at Wallasey Golf Club such as the qualifying rounds of the Open in 2014.

The Wirral Events Advisory Group acts as a one stop shop to provide organisers of public events in Wirral with appropriate advice and guidance to enable events to take place safely. Tel 0151 691 8269 or e-mail [email protected] for advice and a fee copy of 'Organising Public Events in Wirral'

GOALS/ AIMS WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE TOGETHER….. IT…. Increase A lively, interesting and useable high street A marketing strategy that visitors to the with improved vitality and a better visitor identifies opportunities to link with centre and experience Wirral wide events (such as encourage Wallasey Golf Club) to promote people to shop the centre and the offer available in Wallasey A marketing strategy that identifies and promotes complimentary links between the different areas of the centre Utilise vacant Re-use empty shops to add value to the town Reuse empty shops for innovative units centre destination marketing/ pop up shop opportunities

Encourage landlords and the trader groups to be more proactive in securing temporary uses for empty shops

Utilise the toolkit for the Trader Group to enable them to improve the attractiveness of the high street as a retail destination

Increase A sustainable centre with a unique and well Introduce loyalty benefits for customer marketed offer that retains existing customers regular customers or service expenditure in as well as attracting new ones. users, such as loyalty cards the centre Explore opportunities for web based marketing, dedicated website for Wallasey Village/ production of a news letter/ promotional leaflet

Key Contacts and Support

Wirral Council Hayley Crook / 0151 691 8297 / [email protected]

Useful Websites 100 Ways - www.100ways.org.uk/ ATCM - www.atcm.org CLG - www.gov.uk/government/organisations/department-for-communities-and-local- government Local Councillors www.wirral.gov.uk Design Council www.designcouncil.org.uk/ All Council services – www.wirral.gov.uk