West Wiltshire Retail Needs Study
West Wiltshire DISTRICT COUNCIL West Wiltshire Retail Needs Study
Prepared on behalf of West Wiltshire District Council
West Wiltshire DISTRICT COUNCIL
Prepared by
DPDS Regional Redmayne House 4 Whiteladies Road BRISTOL BS8 1PD
DPDS Ref: KH/kh/C10097 April 2007 West Wiltshire Retail Needs Study Contents
Page No.
1.0 Introduction 1
2.0 Policy Background 3
3.0 Retail and Leisure Trends 8
4.0 Existing Shopping Facilities 18
5.0 The Need for Additional Retail Floorspace 57
6.0 Assessing Sites 64
7.0 Recommended Strategy and Summary 66
Appendices
Appendix A: Plan showing Study Area and Survey Zones
Appendix B: Household Survey
Appendix C: Pedestrian Count Data
Appendix D: Focus Database of Retailer Requirements
Appendix E: Statistical Tables West Wiltshire Retail Needs Study
1.0 Introduction
Background
1.1 West Wiltshire District Council instructed DPDS Regional Ltd to prepare a Retail Needs Study to help inform policies of the emerging Local Development Framework (LDF). Work on this Study began in January 2007.
Objectives of the Study
1.2 The key objectives of the Study are as follows:
• To provide robust evidence for the preparation of the West Wiltshire Core Strategy Development Plan Document (DPD), which is programmed to commence initial community involvement during April 2007; • To provide robust evidence that can also be used by the District Council in its planning development control function – namely, in assessing major retail development planning applications; • To provide a forecast of retail demand for the District for the period up to 2016 (the Structure Plan period) and up to 2026 (the period covered by the emerging Regional Spatial Strategy for the South West (RSS)); • To identify current and emerging trends in retail / town centre land supply and demand; and • To provide health-check assessments of the District’s five town centres –Bradford on Avon, Melksham, Trowbridge, Warminster and Westbury – and define a clear retail hierarchy.
Study Structure
1.3 The study is structured as follows:
Section 2 Provides a summary of the relevant planning policy background
Section 3 Contains a review of current and likely trends in the shopping industry at the national level which could influence the need and future demand for additional retail floorspace.
Section 4 Provides an overview of shopping facilities within the District and in the wider sub- region, and assesses the levels of vitality and viability in the District’s town centres.
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Section 5 Contains a quantitative assessment of convenience and comparison goods expenditure capacity using the results of a specially-commissioned household survey as the basis for assessing existing shopping patterns.
Section 6 Provides advice on the policy approach the Council should take towards assessing locations for new retail development within the Core Strategy and Site Specific LDDs.
Section 7 Presents the recommended strategy for retail uses in the District and provides a summary of the study’s findings.
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2.0 Policy Background
National Policy
2.1 Planning Policy Statement 6: Planning for Town Centres (PPS6) sets out the Government’s national policies and principles relating to the future of town centres and the main uses relating to them. These policies should be taken into account by local planning authorities in the preparation of local development frameworks (LDFs). The LDF is a folder of local development documents prepared by local authorities that outline the spatial planning strategy for the local area.
2.2 The Government’s key objective for town centres is to promote their vitality and viability by:
• Planning for the growth and development of existing centres; and • Promoting and enhancing existing centres, by focusing development in such centres and encouraging a wide range of services in a good environment, accessible to all.
2.3 Through local development documents, local planning authorities should implement the Government’s objectives by planning positively for town centres and, in particular, should:
• Develop a hierarchy and network of centres; • Assess the need for further main town centre uses and ensure there is the capacity to accommodate them; • Focus development in, and plan for the expansion of, existing centres as appropriate, and at the local level identify appropriate sites in development plan documents; • Promote town centre management, creating partnerships to develop, improve and maintain the town centre, and manage the evening and night-time economy; and • Regularly monitor and review the impact and effectiveness of their policies for promoting vital and viable town centres.
2.4 This study seeks to inform the formulation of policies which address these principles and objectives. In accordance with PPS6, the study will:
• Assess the need for new floorspace for retail uses, taking into account both quantitative and qualitative factors; • Identify deficiencies in provision, assess the capacity of existing centres to accommodate new development; • Identify centres where development will be focused;
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• Identify sites in accordance with the sequential approach placing first preference on sites within town centres; • Inform the review of existing Local Plan allocations; • Inform spatial policies and proposals to promote and secure investment in deprived areas by strengthening and/or identifying opportunities for growth in existing centres, and to seek to improve local facilities; and • Inform criteria-based policies for assessing proposals for retail development, including development on sites not allocated in the development plan documents.
The Regional Spatial Strategy for the South West (the RSS)
2.5 The South West Regional Assembly is responsible for preparing new strategic guidance for the region to cover the period 2006-2026. The Draft RSS identifies Trowbridge as one of 21 Strategically Significant City and Towns (SSCTs). These will be the primary focus for development in the south-west region as they offer the greatest opportunities for employment, and the greatest levels of accessibility by means other than car to cultural, transport, health, education and other services. SSCTs will play a critical role in delivering development in the period to 2026.
2.6 Strategies for SSCTs aim to:
• Improve the quality of the urban environment, including the setting and surroundings of cities and towns, the quality of new development and the public realm, and reduce noise pollution and blight; • Promote social cohesion and healthy and secure living conditions through access to, and provision of, good social and community facilities and services of a uniformly high enough standard that few people wish to choose other than the nearest; • Support the economy by enhancing educational achievement and skills and by providing for a range of premises and land to meet the changing needs of sectors; • Secure fundamental improvements to public transport and traffic management; and • Make the best use of land for housing, economic development and other infrastructure by assisting redevelopment, regeneration and the provision of urban extensions in an integrated and sustainable way.
2.7 The Draft RSS expects up to 11,700 jobs to be created in the Trowbridge ‘Travel to Work Area’ and an average housing provision of about 250 dwellings per annum. The RSS advises
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that a more balanced, sustainable community should be achieved through planning for this growth within the functionally related settlements of Bradford-on-Avon, Warminster, Melksham and Westbury (and Frome which lies outside West Wiltshire District).
2.8 It is relevant to note that as Trowbridge is one of the strategically important towns where future housing and employment growth should be accommodated, this will place increased pressure on existing facilities including the retail sectors. Environmental quality, maintaining good facilities, public transport, ensuring sustainability, and the design of the public realm are all given considerable weight in the RSS and are relevant to the strategy for town centres within West Wiltshire.
South West’s Town Centres Regional Study 2.9 DTZ Pieda undertook a strategic assessment of the south-west’s town and city centres on behalf of the South West Regional Assembly to assist in the determination of future strategic needs for town centre uses and the implications for significant centres across the region. The study, which was released in January 2006, notes that the south-west region lacks a strong Regional Centre and none of its centres are in the Top 20 rankings based on size and attractiveness.
2.10 In terms of future trends, the study notes that major retailers are increasingly seeking larger premises and a significant amount of out-of-centre retail development is in the pipeline in the south-west region. The study suggests that the marketing of town centres will be a key factor in attracting retailers and customers alike.
2.11 Turning to retail expenditure capacity, the study calculates that there will be a requirement for between 294,400 and 441,600sq.m.gross additional retail floorspace by 2016 in the south- west region as a whole.
2.12 The study also provides an assessment of leisure needs in the region and notes that there is current reported demand for up to 430,000sq.m. of commercial leisure floorspace to be focussed primarily on the main centres in the north of the region.
2.13 The study divides the region into 4 catchment areas. Catchment Area 1 is situated in the northern part of the region and includes West Wiltshire District and the major centres of Bristol, Bath, Swindon, Cheltenham, and Gloucester. The key features identified for the Catchment Area 1 sub-region are as follows:
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• The population will increase by 17% by 2026 • Current focus on eating and drinking market • There are 132 individual notified requirements for food and beverage outlets • The area has over half of the region’s accredited gyms and there are nine notified requirements for new fitness centres • There is strong interest in a new football centre • There is a possibility for a new casino development • There are seven notified requirements for hotel developments • Cinemas have anchored recent / proposed town centre developments (e.g. Bath and Cheltenham)
2.14 The report concludes that Bristol, Cheltenham and Bath are the south-west region’s best retail performers and could present significant opportunities to break into the UK Top 20 by concentrating future retail development and the creation of an appropriate town centre leisure product. Alternatively, the study suggests a greater distribution of retail facilities to centres including Swindon, Weston-super-Mare, and Gloucester, which could be linked to wider regeneration objectives.
Wiltshire and Swindon Structure Plan
2.15 The Wiltshire and Swindon Structure Plan was adopted in 2006 and was intended to cover the period to 2016. The overall development strategy in the Structure Plan focuses new development primarily towards Swindon to enhance its role as the principal urban area in the County.
2.16 Trowbridge, along with Chippenham and Salisbury, are identified as strategic service centres and should accommodate smaller scale growth and serve the needs of the rural area beyond the hinterland of Swindon.
2.17 Elsewhere, the Structure Plan indicates, that LDDs should identify other towns to meet local needs and to make services available to the wider rural area. Other smaller towns and villages should meet only local needs.
2.18 A retail hierarchy is defined in Policy DP6, as follows:
• Sub-Regional Centres (Swindon and Salisbury) • Other Town and Main Settlement Centres
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• District Centres in Swindon • Other Local Shopping, including neighbourhood centres and village shops
2.19 The Structure Plan indicates that new shopping provision should be consistent with the role of the relevant centre within this hierarchy.
West Wiltshire District Plan First Alteration
2.20 The Local Plan First Alteration was adopted by the Council in June 2004. Local plan policy in respect of new retail development generally reflects the ‘town centres first’ approach set out in national planning policy.
2.21 Land at Court Street / Castle Street in Trowbridge is specifically allocated for retail development (Policy SP2), whilst retail development may form part of several mixed-use site allocations in Trowbridge, Bradford-on-Avon, Melksham and Warminster (Policy H4). Local shopping facilities are encouraged as part of new housing development in Melksham, Trowbridge, and Westbury (Policy SP6).
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Introduction
3.1 The retail and leisure sectors are characterised by continuous change, activity and progress. Changes within these sectors over recent years have manifested themselves in new forms of developments. These have resulted not only from innovations within the industries themselves but also from consumer demand, technological advances, and political intervention.
3.2 Within the last three decades, the UK has witnessed dramatic and continuing change in retail environments. The traditional town centre dominance of retailing has been challenged by innovative new retail formats in out-of-town locations and now commentators considering the impact of internet shopping.
3.3 These changes in the retail sector occur rapidly and the planning system is often slow to respond, resulting in planning policy lagging behind the changes. Since the 1970s there have been four broad waves of retail change within Britain.
• First Wave – occurred in the late 1960s to early 1970s, where food retailers moved to ‘out-of-centre’ locations operating from free-standing superstores and hypermarkets.
• Second Wave – occurred in the late 1970s to mid-1980s, where key bulky goods operators (e.g. DIY, furniture, carpets, electrical goods and motor accessories) moved to out-of- centre locations either in free-standing premises or with other operators as part of ‘retail parks’. This wave was also associated with the first large-scale retail warehouses. There was rapid growth of retail warehouses in the 1980s which slowed down in the 1990s due to the prevailing economic climate and more stringent planning legislation.
• Third Wave – occurred from the mid-1980s to early 1990s with other retailers in the non- bulky comparison goods sectors (such as clothing, footwear and toys) moving to out-of- centre locations, many to retail parks. This was the time when the large operators such as Marks & Spencer moved out-of-centre. This wave was also characterised by the rise of Regional Shopping Centres located close to motorway networks and serving very wide catchment areas (e.g. Meadowhall in Sheffield).
• Fourth Wave – occurred in the 1990s with the rise of warehouse clubs and factory outlet centres specialising in discounted goods. Retail complexes also emerged in many airport terminals.
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3.4 A fifth retail wave has emerged since the turn of the century associated with increased use of personal computers in the office and at home. Online retailing (or e-tailing) has experienced rapid growth over this period, although it is still in its early stages. Services such as banking, estate agencies and travel agencies have also been affected. At this stage, it is difficult to draw firm conclusions on the implications for traditional ‘high street’ retailing over the coming years. However, changes in expenditure distribution have not gone unnoticed by retailers. The development and growth of e-tailing is discussed further below.
Expenditure
3.5 A key factor in the changing retail sector has been the changes in general expenditure, the last 30 years have seen rapid increase in average income (GDP per head). Nearly all households have telephones, fridges and TVs, cars and many have more than one car. Many of these goods are bought through shops and this has led to an increase in consumer retail expenditure. Other expenditure, for example foreign holidays, expenditure on the purchase and maintenance of cars, and savings and pension plans is not considered as retail expenditure, but trends affecting it can have considerable impact on town centres. Savings exerted considerable pressure on town centre floorspace through the demand from building societies, although this has now passed its peak with the amalgamation of societies, the rationalisation of their structure and e-banking. The growth of home ownership in the 1980s and the active housing market has increased demand for estate agents offices.
3.6 One of the big areas of expenditure growth has been in the leisure sector. Eating out and take away meals have become commonplace for many households, increasing the demand for restaurants, and take-aways and as well as forming one of the fastest growing sectors of food retailing. The growth in leisure spending has also encouraged investment by large companies, both in large-scale out-of-centre complexes (including multiplex cinemas, nightclubs and restaurants) and in the conversion of large town centre premises to public houses. Government policy to encourage the evening economy of town centres has focused attention on the importance of leisure spending to town centres, although such uses should not undermine the predominant shopping function in the core shopping areas of larger town centres.
Retail Expenditure
3.7 Retail expenditure is in competition with other types of expenditure, and has not simply increased with average earnings. In the period 1960 – 2004/5 expenditure on food and drink (excl alcohol) has declined from 30% of household expenditure to 16%, and expenditure on
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clothing and footwear from 10% to 5%. By contrast housing costs have increased from 9% to 18%, and transport, motoring and fares from 12% to 16%. Other expenditure items include recreation and culture, restaurants and hotels, miscellaneous goods, household goods, communication, education, and health, (source: ONS Family Spending, 2004/5, table 4.2).
3.8 MapInfo (formerly the Data Consultancy and, before that, URPI) has tracked retail expenditure back to 1964. It has risen from £2,274 per head in 1980 to £4,486 per head in 2004 (at constant 2002 prices), an increase of 97% over 24 years (source: MapInfo Information Brief 05/02). The annual growth rate is around 3.0% per annum between 1983 and 2004, although the pattern of growth year on year, has been uneven, reflecting the economic cycles.
Convenience Goods
3.9 The category of convenience goods covers food and drink, including alcoholic drinks, tobacco, newspapers, cleaning materials and matches bought through retail outlets. According to data from MapInfo, convenience goods expenditure has increased very slowly over the very long term (1964 to 2004) at an average annual rate of 0.1%. Expenditure on these goods was depressed in the 1990s following considerable growth in the late 1980s. However, the average annual growth in convenience goods expenditure between 1998 and 2004 is 0.8%. The local estimates of expenditure data used in this study are from Experian. Experian forecast that growth in per capita convenience goods expenditure will be around 0.7% per annum over the study period.
Comparison Goods
3.10 Comparison goods include clothing and footwear, do-it-yourself goods, household goods (such as furniture, carpets, soft furnishings and hardware) recreational goods (such as TVs, radios, video and DVD players, sports goods, toys, books and bicycles) and other goods like pharmaceuticals, toiletries and jewellery. Expenditure on these goods has grown faster than expenditure on convenience goods, at a rate of almost 5.2%p.a. over the same period 1983 to 2004, and 8.5%p.a. over the period 1998 to 2004 (Source: MapInfo). However, both Experian and MapInfo forecast that these growth rates cannot be sustained. For the period covered by this study, a forecast growth rate of 3.8% per annum has been used in respect of per capita comparison goods expenditure (from Experian).
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3.11 Expenditure growth on different types of comparison goods can vary quite markedly. Audio- visual equipment, for example, has grown by almost 15.7%p.a. in the last 6 years whereas expenditure on household goods has been 6.7%p.a. Growth in sales of electrical equipment is likely to continue as new technologies and innovative products continue to emerge.
Social Trends
3.12 The growth in retail expenditure per head has given rise to a demand for additional retail floorspace. So has the modest but steady increase in the population – in England and Wales from about 49.6m in 1981 to 52.0m in 2001. However, how this pressure manifests itself as retail development is not consistent across the country and is determined largely by changes in social behaviour and the structure of the retailing sector itself.
3.13 Within regions, expenditure per capita will vary, as will growth or decline in the resident population. Within the regional context, however, the fortunes of individual town centres will depend on the population change within their catchment areas and their position within the retail hierarchy, rather than overall regional changes. Even in regions with declining population some towns will grow, while others decline. Often the impact of declining population will be greatest in district centres in larger conurbations.
3.14 The other social changes that are usually remarked upon in relation to retail patterns are the growth of car ownership and the substantial increase in the proportion of women working. The proportion of households with at least one car has increased from 52% in 1971, to 68% in 1991, and to 73% in 2001. This will increase the likelihood of a car being available for shopping trips.
3.15 The use of cars rather than public transport has altered the whole pattern of accessibility in towns and cities, favouring peripheral sites where there is less congestion and car parking is more convenient. It has also reduced the time/distance distinctive to travelling for goods and services, resulting in fewer but larger shopping centres. Retailers can rely on people travelling to them, rather than having to provide branches at a local level to reach customers.
3.16 The very marked increase in the number of women working, particularly working full time, and bringing up families is generally seen as creating an income rich/time poor environment for shopping which favours convenience over price competitiveness and hence encourages one- stop shopping, and bulk shopping trips.
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3.17 It is probably easy to overestimate the impact of these changes and there remain a substantial number of pensioner households and households without cars. Nevertheless, the pattern of relatively infrequent (usually weekly) bulk food shopping trips with additional top-up shopping in between, appears to be well established from the large number of household shopping surveys that have been carried out as part of retail impact studies. The growth of ‘convenience stores’, particularly those within petrol filling stations, is another manifestation of this trend.
3.18 The pattern of non-food shopping trips is more complicated and assessed less frequently than convenience goods shopping patterns. The emergence of shopping as a leisure activity has been much trumpeted, and the close proximity of retail and leisure facilities in some regional shopping centres and large retail parks is evidence of this. These centres attract coach trips from far afield. Indeed, window-shopping has long been an established pastime, and daily food shopping is often used as an occasion for social interaction. Nevertheless, the relative success of attractive, historic shopping centres and centres containing purpose-built attractions suggest that shopping is often combined with more general leisure trips. Purchases may be impulse buys, but equally the decision to go to a particular centre may be based on a combination of its retail offer and other attractions.
E-Commerce
3.19 There has been considerable media attention devoted to internet shopping in recent times. ‘High Street’ sales were lower than expected over the Christmas 2005 and New Year period, whilst internet-based sales over the same period were buoyant. However, contrary to some pessimistic forecasts ‘High Street’ sales in Christmas 2007 were at their highest for three years. According to the ONS, growth was particularly high in respect of clothing and household goods in December 2007, but the highest growth rates were recorded in respect of ‘non-store sales’ including internet shopping. On this basis, it is still unclear the extent to which Internet shopping will replace traditional shopping.
3.20 In terms of convenience goods, the main foodstore operators have set up on-line shopping facilities. Tesco Direct, for example, has steadily increased its geographical coverage and has extended the range on offer through its online store to include books and household goods.
3.21 However, doubts remain about how popular the Internet will be with food shoppers. While it may suit the purchase of basic standardised groceries such as tins or frozen products, it is likely that there will always be a significant number of customers who will want to choose their own fresh products and to browse the product range in goods sectors, like delicatessens, where the product offer changes rapidly.
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3.22 Within the comparison goods sector Internet shopping will broadly offer the same service as catalogue and teleshopping. It is likely to prove popular for goods like books and CDs, but even with these goods, the inability to inspect the goods or satisfactorily test the selection is seen as limiting. For fashion goods, catalogue shopping, mail order and teleshopping are slowly claiming a larger market share. Internet shopping adds to the efficiency of the process rather than overcoming its disadvantages – particularly in seeing and trying on clothes. Remote sales rely on home delivery, which is, as a result of the increasing numbers of women who work, becoming a disadvantage in itself.
3.23 The disadvantages of home delivery do not apply to the delivery of many services, and telephone and Internet services have already become significant in banking and insurance services. The same trends are important in travel bookings and, to some extent, estate agency. This has led or is likely to lead to continued branch closures, as is being experienced in the banking sector at present. It seems reasonable to conclude that the Internet and telephone services will have a significant impact on the amount of activity in high streets in the coming years, but will not replace them as places for shopping, business and entertainment.
3.24 According to Forrester Research, ‘net-influenced’ sales represent three times as much revenue as actual online sales. In other words, many people prefer to research products and prices online but then go to the high street to actually buy the goods. Forrester Research estimate that net-influenced sales in the UK will be worth approximately £22bn (7%) by 2007. The Interactive Media in Retail Group (IMRG) who represent on-line retailers claim that internet sales are matched by net-influenced sales. IMRG suggest that in 2006, internet sales represent £30bn or 10% of all retail sales and a further £30bn of high street sales will be ‘influenced’ by people browsing on the internet.
3.25 In any event, shopping online is a factor, alongside other forms of non-store business. Experian consider that internet shopping is still in the ‘take-off’ phase of its market penetration but, once shopping patterns are established and settled, internet sales will eventually plateau at a reasonably constant market share of overall spending. Experian’s latest estimate of retail sales not taking place in stores is 5.3% in respect of comparison goods and 1.5% in respect of convenience goods. The results of the household survey indicate that in the study area as a whole non-store comparison goods spending was 9.4% and for convenience goods it was 1.4%. The comparison goods figure is a little higher than the Experian equivalent which is for 2003 but, given the forecast growth in such spending as a proportion of total spending, the higher figure is to be expected. In terms of different types of comparison goods, the survey revealed the following proportions of non-store spending:
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Clothing / Shoes / Fashion: 5.5% DIY Goods: 0.6% Furniture / Floor Coverings: 2.8% Small Electrical: 10.0% Large Electrical: 9.9% Other Non-Food Goods: 13.7%
3.26 Experian estimate that convenience goods expenditure which is not spent in stores will increase to around 5.2% in 2010 before levelling out by 2013 at around 6.5%. They estimate that comparison goods non-store spending will also continue to increase, levelling out at around 12.3% or 12.4% in 2012.
3.27 However, Experian have also produced forecasts of special forms of trading based on a ‘weaker-case scenario’ where internet shopping in particular does not grow at such a rapid rate over the next 5-8 years. A lower growth rate, Experian explain, could emerge if forecasters have underestimated current internet sales because of the time it takes for reliable data to be collected and analysed.
3.28 If this is the case, internet growth would peak at a lower level and a little earlier than predicted. In the case of convenience goods, non-store sales would level out at 4.3% in 2011. For comparison goods, the weaker-case scenario involves non-store sales levelling out at around 8.6% or 8.7% by 2010.
Retail Industry Trends
3.29 The emergence of new forms of retailing in the late 1980s and 1990s are well known and the so-called four waves have previously been outlined in this section.
3.30 The number of superstores (foodstores with more than 25,000sq.ft. sales floorspace) increased from 457 in 1986 to 1,102 in 1997, and their share of grocery spending increased from 29.9% in 1987 to 53.7% in 1996. This occurred at a time when the grocery spending per head increased very slowly. In contrast, the number of independent grocers fell from 116,000 in 1961 to 20,000 in 1997 (Figures quoted from the Environment, Transport and the Regional Affairs Committee Second Report Dec 1999). The Institute of Grocery Distributors Directory indicates that the number of superstores had risen further from 1,102 in 1997 to 1,280 in 2003.
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3.31 The move towards car borne shopping and the advantages for peripheral, out-of-centre sites for this are well known. The move started in convenience goods retailing where large stores could offer sufficient goods and facilities to attract customers without town centre facilities being available. Increasingly over recent years, these superstores have expanded into other in-store activities and services such as dry cleaning, coffee shops and the sale of financial services. It has now become commonplace for the larger foodstores to sell comparison goods like mobile phones and televisions/DVD players at discounted prices in addition to the clothing and fashion goods sold by some. The take-over of Asda by WalMart, specialists in mixed-goods retailing, has led to others following the trend to a greater degree.
3.32 The next development was the movement of electrical, furniture and floor covering retailers to out-of-centre locations. These have tended to cluster together in retail warehouse parks, because they can benefit from ‘incidental’ purchases by customers of neighbouring stores. Also, the proliferation of individual free-standing retail stores often results in customers having difficulty remembering which store is where. Good visibility from main vehicular routes remains a pre-requisite in identifying retail locations. For retailers, warehouse units offer the possibility of stocking bulky goods and a wider range of normal goods than conventional units. Also, warehouses often allow retailers flexibility in terms of re-arranging the showroom area without contending with structural walls and pillars.
3.33 The advantages for retailers of out-of-centre locations are clearly not restricted to retailers of bulky goods; a number of clothing and footwear retailers (e.g. Next and Marks & Spencer) have shown willingness to trade from out-of-centre locations realising the benefits identified above. In looking for new sites, DIY operators also now prefer a retail warehouse location (or a site adjacent to a food superstore) above free-standing locations.
3.34 Factory Outlet Centres (FOC) developed rapidly in the 1990s. In the past it was common to find small shops attached to places of production/manufacture selling end-of-line, out-of-season, or slightly damaged products. Other routes for disposal of such goods have been through markets, and exports to eastern European countries. These alternatives are declining. There are now FOCs in most parts of the country, both purpose-built as out-of-centre shopping locations and in converted buildings. A FOC has recently been granted planning permission by the Secretary of State as part of the Gloucester Quays redevelopment. Although the industry may seek to operate what is effectively a two-tier pricing structure, there is clearly likely to be considerable substitution of goods between the two and limits on expenditure and usefulness means that some of the money spent on FOC goods, will not be spent in the high streets.
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3.35 Warehouse clubs, like Costco, which sell a wide range of discounted goods to members from very large premises, have failed to spread widely in the UK. A court case established that, in terms of planning law, warehouse clubs were not shops. However, Government policy on retail development advises that in policy terms they should be treated as if they were retail businesses.
3.36 More recently, the largest supermarket retailers have been concentrating on acquiring smaller convenience stores. Tesco and Sainsburys have been active in the convenience sector over recent years and it is likely that Asda Wal-Mart will soon join them. Sales at Tesco convenience stores in particular are rising so fast that analysts expect sales at stores trading under the fascia Tesco Metro (in town centres) or Tesco Express (at local stores or petrol filling stations) will surpass sales at Spar, the UK’s current leading operator in the convenience store sector. Tesco sales in this sector are already alongside Musgarve’s (who own Londis and Budgens).
3.37 The Association of Convenience Stores has warned that the larger supermarket chains are using their considerable influence and purchasing power to force independent traders out of business. In November 2005, the Office of Fair Trading was ordered by the Courts to review its earlier decision that the supermarket’s increasing dominance of the grocery market should not be referred to the Competition Commission for a full enquiry. The OFT is now carrying out the study focussing in part on the way retailers seek to influence competition through the planning system. The initial findings suggest that the Commission is concerned over the lack of competition between retailers at the local level and this is where the next stage of the study will be focused.
3.38 It should be noted that the convenience store sector is more diffuse than the larger food superstore market. Spar, the current leaders in the sector, has just 5.6% of sales, whilst Tesco and Musgrave have 5.4% each, and the Co-operative Group a further 5.2% (Source: Verdict Research). This is compared with Tesco’s 30.5% market share of the grocery sector overall (Source: TNS market research).
Retail Concentration
3.39 The retail industry is becoming concentrated in fewer, larger firms with a greater share of the market. These concentration levels have been achieved partly through mergers, but many of the leading companies have also captured increased market share through organic growth. This is particularly so in the food sector, where the market share of the top five operators is 79%, and the top ten over 90%. Increased size can produce more favourable purchasing
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prices from suppliers and economies of scale arising from distribution logistics, and the spread of advertising costs. Advertising and branding is increasingly important, with retailers developing their own brand products and their own brand image. This brand strengthening allows many of them to trade more easily from freestanding out-of-centre locations.
3.40 These changes give national multiples considerable advantages, and their presence in town centres is an important measure of the success of town centres. Those towns which fail to attract such stores will loose market share. At the same time, the need for independent shops to give town centres ‘character’ is becoming recognised (to avoid the label of ‘clone town’). People will want to shop in larger towns with greater choice and retailers can increasingly rely on people travelling to these shops by car, rather than having to provide shops locally. There is thus a tendency for larger towns to have strong retailer interest and to support new development, while smaller, traditional market towns decline.
Summary
3.41 The retail and leisure sectors are characterised by continuous change. Growth in retail expenditure fluctuates. In terms of comparison goods, after a period of relatively high growth in expenditure, more modest levels of growth are expected in the short to medium term. Expenditure growth in respect of convenience goods is historically lower than the equivalent for comparison goods and this is expected to continue.
3.42 Increasing car ownership has led to significant levels of retail and leisure floorspace being constructed in out-of-centre locations. To a degree, the extent of out-of-centre development has, in turn, led to increased dependence on the car.
3.43 E-commerce and shopping online is a factor alongside other forms of non-store activity. Analysts suggest that non-store shopping will continue to increase into the next decade which, inevitably, will divert some trade from ‘high street’ stores.
3.44 Retailing is becoming increasingly concentrated in fewer, larger firms. National multiples have significant advantages over independent traders but, whilst their presence in a town centre is generally acknowledged to be a sign of success, it is important to recognise that a strong independent sector gives a centre character and broadens it appeal.
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Introduction
4.1 This section of the study provides an overview of the shopping facilities available to residents of, and visitors to, West Wiltshire District. In particular the section focuses on facilities in the five main towns of Trowbridge, Warminster, Westbury, Melksham and Bradford-on-Avon.
4.2 First, the regional and sub-regional shopping hierarchy is examined in order to understand the position of town centres within the District relative to larger competing centres further afield. Second, there is a review of facilities in the five town centres within the District, and out-of-centre provision including freestanding foodstores and non-food retail warehouses.
4.3 The assessment of the shopping facilities in this section is primarily based on DPDS fieldwork, information from West Wiltshire District Council and Wiltshire County Council, established data sources including Management Horizons, the Valuation Office, and Experian, and the results of the specially commissioned Household Telephone Survey.
The Household Telephone Survey
4.4 To gain a better understanding of shopping patterns in the area, a household telephone survey was commissioned from NEMS and conducted in January 2007. The survey area was defined in consultation with officers at the District Council, and having regard to the results of the household shopping survey carried out in March 2004 to provide evidence at a call-in Inquiry into proposals for retail development in Trowbridge. The survey area reflects the likely area of influence of the five main town centres in West Wiltshire District.
4.5 The survey involved a sample of 1,000 households within 27 postcode sectors. A plan showing the geographic extent of the survey area is contained in Appendix A. For the purposes of analysis, the 27 postcode sectors were grouped into 10 larger zones based, where geographically possible, around the main towns in the survey area. The ten zones are also shown on the plan at Appendix A and referred to as Zones A-J in this study.
4.6 The questionnaire for the survey was designed to gain information on shopping patterns which would not only inform the assessment of retail expenditure capacity but also provide valuable information on the views of visitors to the main town centres in the District. Reference is made to the results of the survey in this section. The full results are contained in Appendix B.
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Sub Regional Shopping Hierarchy
4.7 Management Horizons Europe (MHE) surveys shopping centres in the UK and ranks them according to their relative retail strength and the assessed level of vitality and viability. The factors influencing a centre’s position in the hierarchy include the number of national multiple retailers present in the centre, the number of key attractors (such as John Lewis or Marks and Spencer), the total retail floorspace available, and the level of vacant floorspace.
4.8 Figure 4.1 below identifies the centres within West Wiltshire District, which appear in the national rankings, and the main competing centres in the wider sub-region. The previous rankings from 2000/2001 are included for reference.
Figure 4.1: The MHE shopping Index: West Wiltshire District and the Surrounding Area
Centre MHE Rank 2003-04 MHE Rank 2000-01
Bristol 23 18
Bath 28 30 Swindon 47 58
Salisbury 53 74
Cribbs Causeway, Bristol 100 89 Trowbridge 317 254
Chippenham 351 282
Devizes 421 550 Frome 524 602
Warminster 538 484
Wells 546 516 Melksham 743 931
Midsomer Norton 912 n/a
Shaftesbury 1063 739 Shepton Mallet 1268 n/a
Trowbridge, Spitfire Retail Park 1545 n/a
Source: Management Horizons Europe
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4.9 Three West Wiltshire town centres appear in the MHE rankings: Trowbridge (ranked 317th), Warminster (538th) and Melksham (743rd). Neither Westbury nor Bradford-on-Avon are large enough to feature in the rankings. The Spitfire Retail Park in Trowbridge is ranked at 1,545th.
4.10 In terms of the changes over recent years, it is noted that Trowbridge has fallen 63 places in the rankings since 2000/01 and Warminster has fallen by 54 places. Meanwhile, Melksham has risen 188 places to 743rd.
4.11 Towns and cities in the sub-regional hierarchy which are outside West Wiltshire District influence shopping patterns within the District. The household survey indicates that Bath, Salisbury, Frome and Devizes have the most significant influence on comparison goods shopping patterns within the study area, although it should be noted that Frome and most of Devizes are actually within the study area. The combined influence of Bristol, Swindon and Chippenham is also notable. Figure 4.2 below shows the proportion of comparison goods expenditure generated within the study area which is spent in towns and cities outside West Wiltshire.
Figure 4.2: Proportion of Comparison Goods Expenditure Generated Within Study Area and Spent in Towns Outside West Wiltshire District
Bath Frome Salisbury Devizes Bristol Swindon Chippenham
Clothing & Footwear 28% 6% 7% 3% 4% 6% 2%
DIY Goods 3% 18% 1% 8% 1% 0% 6%
Furniture & Floor Coverings 8% 12% 2% 2% 10% 2% 1%
Large Electrical Goods 5% 8% 1% 4% 2% 1% 2%
Small Electrical Goods 7% 9% 2% 6% 3% 1% 2%
Bulky Goods 20% 9% 6% 5% 3% 2% 1%
All Non- Food Goods 18% 9% 5% 4% 4% 3% 2%
Notes: “Bristol” includes The Mall at Cribbs Causeway and the Ikea store Frome is within the Survey Area Most of Devizes is within the Survey Area
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4.12 Figure 4.2 shows that Bath attracts a significant proportion of expenditure on clothing and fashions goods and other non-bulky items such as CDs, toys, gifts, toiletries, and jewellery. Frome is a popular destination for bulky goods shopping for DIY goods, carpets and furniture and electrical goods. Bristol, which for the purposes of analysis includes the Ikea at Eastville and the retail warehouses at Cribbs Causeway, attracts 10% of furniture and floor covering expenditure from the survey area.
Shopping Facilities in the Study Area
4.13 This section now turns to a detailed assessment of shopping provision within the study area. Each of the five main towns in West Wiltshire District – Trowbridge, Warminster, Melksham, Westbury and Bradford-on-Avon – is addressed in turn and the town centres are assessed having due regard to the key indicators of vitality and viability set out in paragraph 4.4 of PPS6. An overview of any out-of-centre provision is also provided.
Visitor / User Perceptions
4.14 Respondents in the household survey were asked a series of questions about the town centres they used. Visitors and users were asked to rate the centre in relation to a range of factors including range and choice of non-food shops, the quality of the environment, and accessibility by car. Respondents were given the option of rating centres as ‘very good’, ‘good’, ‘average’, ‘poor’, or ‘very poor’. For the purposes of analysis, these responses were given a score of 200, 100, 0, -100, and -200 respectively and an average score was then calculated. Therefore, a score above 0 means that the centre was rated above average and the higher the score, the higher the centre was rated. A score below 0 means that the centre was poorly rated. The average scores are referred to in the following assessment of the three main town centre.
Trowbridge
4.15 Trowbridge is the largest town in West Wiltshire District with a population of around 30,000, and is the County Town of Wiltshire. The Kennet and Avon Canal which runs to the north of the town played an important role in the growth of Trowbridge, allowing coal to be transported from the Somerset coal fields in the 19th century when the most rapid growth in the industrialisation of the town occurred.
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4.16 In particular, Trowbridge developed a clothing industry with weaving mills to rival many towns in the north of England, although the wool industry began to decline towards the end of the 19th century. Food and beer production began in the 19th century with the companies Bowyers and Ushers becoming major employers in the town. The Ushers Brewery was closed relatively recently, in 2000.
4.17 Signs of the town’s industrial past are evident in and around the town centre. Many former industrial buildings are still standing and some occupied for non-industrial uses. However, the town centre has a number of vacant or underused sites with potential for re-use, prompting the Council to embark on a masterplanning exercise which continues today.
4.18 The majority of the shops and services in Trowbridge town centre are situated on Fore Street, Market Street, Silver Street, and Roundstone Street and within the two indoor shopping malls: the Shires Shopping Centre and the Castle Place Shopping Centre. Fore Street, Market Street and the malls within the Shires create a ‘shopping loop’ enabling pedestrians to circulate around the town centre without the need to double back. Most of the national multiples present in the town are situated on this shopping loop.
Retail Composition 4.19 Figure 4.3 overleaf shows the current composition of the town centre and the changes in composition since 2001.
4.20 At the time of the last County Council survey in 2006, there were 19 stores selling convenience goods in Trowbridge. Historical data indicates that the number of foodstores declined significantly between 1994 and 1998, although the number has remained steady since. Perhaps the most notable closure in the town centre was the Tesco store in St Stephens Place in the early 1990s. Tesco relocated to a larger store at County Way.
4.21 The town centre has a range of supermarkets and convenience stores including Asda and Marks & Spencer Simply Food. Marks & Spencer occupied a unit in the Shires Shopping Centre previously occupied by Iceland. In addition to these larger stores, the town centre has a Holland & Barrett and Julian Graves health food shops, Greggs bakery, two independent bakers, two butchers, a greengrocers, a fishmonger, a delicatessen, two off licences, several newsagents and a convenience store.
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Figure 4.3: Composition of Trowbridge Town Centre
Number of Units
1994 1996 1998 2000 2002 2004 2006
Convenience 27(7%) 22 (6%) 19(5%) 20(6%) 18(5%) 18(5%) 19(5%)
Comparison 123(33%) 124(35%) 115(32%) 118(34%) 132(37%) 127(35%) 120(34%)
Services 108(29%) 100(30%) 106(30%) 105(30%) 107(30%) 119(33%) 119(34%)
Prof/Business Services 31(8%) 25(7%) 24(7%) 25(7%) 30(8%) 33(9%) 35(10%)
Community Services 25(7%) 28(8%) 29(8%) 29(8%) 30(30%) 29(8%) 30(8%)
Vacant Retail 39(10%) 29(8%) 30(8%) 21(6%) 15(4%) 16(4%) 17(5%)
Vacant Service 19(5%) 22(6%) 31(9%) 33(9%) 28(8%) 19(5%) 13(4%)
Total 372(100%) 350(100%) 354(100%) 351(100%) 360(100%) 361(100%) 353(100%)
Source: Wiltshire County Council Environmental Services
4.22 The household shopping survey indicates that foodstores in Trowbridge town centre attract almost 11% of convenience goods expenditure from the study area, and between 22% and 34% from Zones A, B and C. Figure 4.4 overleaf shows the market share of Trowbridge’s foodstores in the 10 survey zones:
4.23 Figure 4.4 shows that all foodstores in Trowbridge, including out-of-centre stores, absorb the vast majority of expenditure in Zone A which includes the Trowbridge urban area. Trowbridge stores also have a strong influence in Zones B and C, and attract between 25% and 30% of convenience goods expenditure from Zones D, H and J. However, with the exception of Zone B, out-of-centre stores in Trowbridge (most notably the Tesco store) attract more expenditure than town centre stores.
4.24 Turning to comparison goods, Trowbridge town centre has 120 stores primarily selling non- food goods. Historical data indicates that the number of units rose from 115 to 132 between 1998 and 2002 but has since fallen back by 12.
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Figure 4.4: Market Share of Foodstores in Trowbridge
Town Centres Stores Stores Outside Town Centre Overall
Zone A 33.7% 58.3% 92.0% Zone B 23.6% 18.1% 41.7%
Zone C 22.2% 34.5% 56.7%
Zone D 8.1% 22.2% 30.3% Zone E 2.8% 4.0% 6.8%
Zone F 0.9% 5.6% 6.5%
Zone G 1.0% 2.9% 3.9% Zone H 5.3% 23.2% 28.5%
Zone I 2.6% 9.7% 12.3%
Zone J 3.5% 22.1% 24.6% Survey Area 10.8% 21.1% 31.9%
4.25 Key national multiple comparison goods retailers include Monsoon, Argos, New Look, Burtons, Boots the Chemist, Waterstone’s books, WH Smith, and Woolworths. Other multiples include the following:
BeWise Adams childrenswear Wilkinson Evans Ladieswear Hargreaves Sports Boots Optician Priceless Shoes Clarks Shoes Game Computer Games Shoe Zone Peacocks Clothing MK One Clothing Clinton Cards Mackays Clothing Dorothy Perkins Ladieswear Gamestation Computer Games Superdrug Carphone Warehouse Phones 4 U Specsavers Fonexchange Select Ladieswear Rosebys Soft Furnishings F Hinds Jeweller Millets Blockbuster Video Rental Lloyds Chemist The Early Learning Centre Claires Accessories H Samuel Jeweller Games Exchange
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4.26 The town centre also has a range of independent stores selling comparison goods, including some specialist retailers. Such stores are mainly located in more peripheral areas of the town centre including Roundstone Street, Castle Street and Church Street. The market on the lower ground floor of the Castle Place Shopping Centre also has many stalls selling non-food goods and there is a smaller market in The Mill next to the Shire Shopping Centre.
4.27 In terms of its appeal to shoppers, Figure 4.5 below shows Trowbridge stores’ market share of comparison goods expenditure in the study area.
Figure 4.5: Market Share of Comparison Goods Expenditure in Trowbridge
Town Centres Stores Stores Outside Town Centre Overall
Zone A 50.2% 9.4% 56.9%
Zone B 33.3% 13.2% 46.5% Zone C 42.8% 9.1% 51.9%
Zone D 38.0% 6.2% 44.2% Zone E 9.0% 1.3% 10.3%
Zone F 11.0% 3.0% 14.0%
Zone G 8.1% 2.1% 10.2% Zone H 23.0% 3.4% 26.4%
Zone I 17.8% 4.3% 22.1%
Zone J 28.6% 10.1% 38.7% Survey Area 24.7% 5.6% 30.3%
4.28 The town centre is popular with residents from Zones A, B, C, and D, attracting at least a third of expenditure from these zones. Between 18% and 29% of non-food goods expenditure in Zones H and J is also spent in the town centre. Even in peripheral Zones F, G and H, Trowbridge town centre stores attract between 8-11%.
4.29 Retail service uses (such as take-away food outlets, sandwich bars, hairdressers, travel agencies and dry cleaners) account for around a third of all units in the town centre according to the most recent County Council survey in 2006. The number of units has increased steadily over the past decade from 100 to 119. This growth in retail services is in line with national trends for town centres.
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Vacant Units 4.30 The number of vacant retail units fell sharply in Trowbridge town centre between 1994 and 2002 from 39 to just 15. There were 17 vacant retail units at the time of the last survey in 2006, representing 5% of the total number of units available in the town centre. The Castle Place Shopping Centre has several vacant units, but most of the vacancies elsewhere in the town centre are in peripheral locations.
Other Uses in the Town Centre 4.31 Trowbridge has a reasonably broad range of non-retail uses in the town centre. According to the 2006 survey, there are 35 professional or financial services and 30 community services. Non-retail uses include the Town Hall, museum, postal sorting office, company offices, church buildings, the college information centre, and a community centre.
4.32 In terms of major employers, the Bowyers/ Pork Farms factory lies to the north-east of the town centre and Wiltshire County Council’s main offices lie to the south. However, a number of high-profile business closures have left redundant sites on the edge of the town centre (e.g. the Ushers Bottling Plant site and the former Peter Black factory).
4.33 Residential areas lie adjacent to the town centre and a number of sites within the town centre have recently been developed for housing (e.g. Conigre Square) and more centrally located housing redevelopments are planned (e.g. the former Ushers Brewery on Manvers Street).
Environmental Quality 4.34 Trowbridge town centre has many fine historical buildings, particularly along the western part of Fore Street and Market Street. Unfortunately, the character of some areas has been spoilt by 1960s and 1970s redevelopment which relates poorly with neighbouring buildings in terms of scale and design. The south-eastern part of Fore Street is an example of this. However, an Environmental Improvement Scheme in 1987 led to the pedestrianisation of this area which, at least, provides a more pleasant shopping environment.
4.35 Consultants preparing the ‘Vision for Trowbridge’ Urban Design Framework undertook an evaluation of the town centre environment. Their main conclusions were as follows:
• There is a poor sense of arrival and important landmarks are not well connected either visually or physically; • The public realm is dominated by the car and there are few quality open spaces; • The town centre has a grid of streets but poor connections;
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• The River Biss could contribute towards a pleasant environment but its potential is unrealised; • Street furniture and materials used in the public realm are uncoordinated, and there is a lack of signage and public art; • There is a diluted sense of place and image.
4.36 In the household telephone survey, 14% of respondents who visited the town centre disliked aspects of the environment, and 6% said that environmental improvements would encourage them to visit the town centre more often.
Footfall 4.37 The highest levels of footfall are recorded at the three main entrances to the Shires Shopping Centre. The northern entrance to Castle Place Shopping Centre has slightly lower levels of footfall and the survey undertaken in the pedestrianised area of Fore Street (historically the focus for shopping in the town centre) recorded footfall 7% lower than the average footfall in the Shires Shopping Centre. The results of the pedestrian flow surveys are contained at Appendix C.
Commercial Yields 4.38 The yields expressed in Figure 4.6 below are ‘all risk yields’ calculated by dividing the annual rent, as though it had been received as a single sum at the year end, by the capital value or sale price of the property. The ‘all risk yield’ is a simple benchmark which the property market uses to assess the comparative attractiveness of different shopping centres. It is the ratio of rental income to capital value and is expressed in terms of the open market rent of a property as a percentage of the capital value.
4.39 As a measure of retail viability, yields are a valuable indicator, but one which needs to be used with care. The level of yield on its own is less of value than in comparison with other yields at different points in time and different locations. Yields measured consistently over time can give an indication of the direction in which a particular town centre is moving, although yields also reflect the state of the economy in general and the attraction of the property market compared to other forms of investment.
4.40 This trend can be compared with national levels of yield and with those towns of similar size and type, or with neighbouring and competing towns. A comparative analysis of this type, conducted on a regular basis, can give an indication of how viability of retailing in a town centre is changing.
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Figure 4.6: Commercial Yields 2001-2006
Shopping 4/01 10/01 4/02 10/02 4/03 1/04 7/04 1/05 7/05 1/06 7/06 Centre Bath 5 5 5 5 5 5 5 5 5 5 4.75
Bristol 5 5 5 5 5 5 5 5 5 5 5 Swindon 5.75 5.75 6 5.5 5.5 5.25 5.25 5.25 5.25 5 5
Salisbury 6.5 6.5 7 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6
Frome 9.75 9 9.5 9 9 9 8.25 8.25 7.75 7 7 Chippenham 8 8 8.5 8 8 8 8 8 7.5 7.5 7
Trowbridge 9 9 9.5 9 9 8.5 8.5 8.5 8.5 8.5 8
Devizes 9.5 9.5 >=10 9.5 9 9 8.5 8.5 8.5 8.5 8 Marlborough 8.5 8.5 9 8.5 8.5 >=10 9 9 9 8.5 8
Melksham 10.5 10.5 >=10 >=10 >=10 >=10 9 9 9 9 8.5
Warminster 9.5 9.5 >=10 9.5 9.5 9.5 9.5 9.5 9.5 9.5 9
Source: Valuation Office
4.41 The yields in Trowbridge reflect its position in the retail hierarchy, below those of much larger centres in Bath, Bristol, Swindon and Salisbury. Near neighbours Frome and Chippenham also have lower yields, and Devizes shares a yield of 8%. The yield in Trowbridge is lower than those in Melksham and Warminster, the only other two centres in West Wiltshire which is recorded by the Valuation Office.
4.42 The yield has fallen from 9% to 8% in Trowbridge over the period 2001-2006 which indicates growing investor confidence, although this must be seen in the context of falling yields at the sub-regional, and indeed national, level.
Retailer Requirements 4.43 The tables at Appendix D show the retailer requirements for units in the five West Wiltshire towns as expressed through the Focus Information Ltd database. The Focus database provides a useful source of anticipated demand in an area. However, these sources should be treated with caution, given that certain retailers may seek floorspace in West Wiltshire or the county in general, and will publish a requirement for every major town in the vicinity until a one is secured. On the other hand, not all retailers reveal their requirements through the Focus
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database and others may only express an interest in a town if a suitable development proposal emerges. Therefore, as long as the limitations to the data are acknowledged, the Focus database does provide a useful source of information.
4.44 The number of retailer requirements reported in March 2007 was 31. Retailers range from ‘High Street’ operators such as Bakers Oven, Body Shop, and Bon Marche, to those requiring large-scale premises such as Matalan, TJ Hughes and TK Maxx. One of the most notable names on the list is Debenhams, a department store which anchors many shopping centres across the UK. Also of note is that there are 6 requirements from bars, cafes, and restaurants.
Accessibility and Movement 4.45 The household survey asked residents of the study area which centre they considered to be their main shopping centre and asked how they usually travelled to this centre. In terms of those who considered Trowbridge to be their main shopping centre, the following methods of transport were used:
Car 80% Walk 9% Bus 7% Taxi 1% Cycle 0% Motorbike 0% Varies 4%
4.46 The vast majority of respondents use a car to visit Trowbridge town centre (either as a driver or passenger). As previously mentioned, the town centre is accessible to a significant walk- in population and the survey suggests that 9% of those who regard Trowbridge to be their main shopping centre arrive on foot.
4.47 Trowbridge town centre is served by the following car parks:
Bythesea Road (Asda / The Shires) 700 spaces Castle Place 500 spaces Duke Street 140 spaces Broad Street 100 spaces Castle Street 50 spaces Church Street 32 spaces Source: Experian
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4.48 Parking regimes are an important factor in the overall wellbeing of town centres. In this context, the District Council issued a Parking Strategy in 2005 and its main recommendations were as follows:
• To retain the broad existing level of parking stock, but to re-locate long stay parking to the edge of the town centre; • To ensure that changes to parking provision as proposed under the Urban Design Framework are phased in a way which ensures that not more than 200 parking spaces are lost at any given time; • To introduce charging at all car parks and to work towards the charging aspirations stated with the Wiltshire Local Transport Plan Parking Plan; • To consider options for more advanced ticketing methods using increased revenue from parking charges; • To improve signage both for drivers by road to the car parks, and on foot from the car parks to the key town centre destinations, in a way which improves traffic circulation and pedestrian movement around the town; • To provide appropriately demarcated short stay parking in a way which maximises the viability of the town centre; • To ensure that a suitable level of disabled parking is provided for disabled, cyclists and motorcycles; • To develop proposals for a decriminalised parking regime for Trowbridge; • To improve quality, safety and security aspects; and • To introduce a parking liaison group
4.49 The main bus stops in the town centre are on Market Street and Manvers Street. There are regular bus services to and from the following towns: Bradford on Avon, Westbury, Warminster, Melksham, Frome, Chippenham, Bath, and Salisbury. The train station is to the east of the town centre. The station is on the main line between Bath and Salisbury / Southampton and there are regular services to Bristol, Cardiff and Weymouth.
Summary of Trowbridge Town Centre 4.50 Trowbridge town centre has more shops and more national multiple retailers than any of the other West Wiltshire town centres. It attracts more than a third of non-food goods expenditure from Zones A, B, C and D but is also influential on shopping patterns across the study area as a whole. Foodstores in Trowbridge retain high levels of convenience goods expenditure in Zone A, but also attract significant spending from other zones in the study area, notably B, C, D, H and J. However, most expenditure is directed towards out-of-centre foodstores rather than those in the town centre.
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4.51 In terms of the indicators of vitality and viability, the following is noted:
• Pedestrian flows are relatively within and close to the two indoor shopping centres, and the town centre is accessible by a choice of means of transport including the bus and train; • There is considerable scope for improving the quality of the town centre environment; • There is reasonable demand from retailers for floorspace in the town; • Commercial yields in the town have improved recently but are lower than larger competing centres in the sub-region; and • Trowbridge has fallen recently in the national ranking of shopping centres.
Out-of-Centre Retail Provision in Trowbridge 4.52 As previously noted, Trowbridge has a number of foodstores in out-of-centre locations. Tesco at County Way is the largest supermarket in Trowbridge and moved to its present location in the 1990s. Tesco formerly had a store in St Stephens Place in the southern part of the town centre. The other supermarkets operating from out-of-centre locations in Trowbridge are Aldi, Lidl, and Budgens. Two Tesco Express convenience stores have also recently opened in Trowbridge.
4.53 Turning to comparison goods, the majority of out-of-centre retail floorspace is located within the Spitfire Retail Park on Bradley Road. Retailers include Focus, Allied Carpets, Harveys, Pets at Home, Currys, and Carpetright. Adjacent to the retail park is another retail warehouse development occupied by B&Q and Halfords. A Wickes DIY store on Kennet Way is the largest non-food retail unit outside these locations in Trowbridge. In total, there is over 17,500sq.m.net of comparison goods floorspace in Trowbridge in out-of-centre locations. This compares with just over 20,000sq.m.net within the town centre.
Warminster
4.54 Warminster is situated in the southern part of West Wiltshire District and has a population of around 20,000. The town’s growth was attributable to two principal factors: Firstly, its position on the crossroads of the routes between Bristol and Southampton, and Bridgwater and London, and secondly the wool trade. As the cloth trade declined, new industries grew in the town including barley malting, iron founding, brick making, glove making and paint manufacturing. It is now home to one of the British Army’s principal training centres, close to the ranges on Salisbury Plain, and ancillary activities are important to the town’s economy.
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4.55 The A36 by-pass has re-routed traffic away from the town centre to the benefit of the shopping environment. The main shopping frontages are situated on Market Place and High Street. George Street and Silver Street at the lower end of the town centre have smaller, specialist shops. Secondary shopping frontages extend along East Street, Station Road, and Weymouth Street.
4.56 There are a number of shopping arcades off Market Place including the Three Horseshoes Mall which adjoins the main car park serving the town centre.
Retail Composition 4.57 The retail composition of the town centre is shown in Figure 4.7 below:
Figure 4.7: Composition of Warminster Town Centre
Number of Units
1994 1996 1998 2000 2002 2004 2006
Convenience 24(9%) 24 (9%) 22(8%) 19(7%) 16(6%) 16(6%) 18(7%)
Comparison 91(35%) 91(35%) 97(32%) 96(37%) 96(36%) 85(33%) 87(32%)
Services 80(31%) 82(31%) 86(33%) 90(34%) 86(32%) 91(35%) 90(33%)
Prof/Business Services 18(7%) 21(8%) 20(8%) 20(8%) 24(9%) 26(10%) 29(11%)
Community Services 15(8%) 18(7%) 18(7%) 18(7%) 22(8%) 20(8%) 24(9%)
Vacant Retail 17(7%) 20(8%) 12(5%) 12(5%) 15(6%) 16(6%) 12(4%)
Vacant Service 10(4%) 7(3%) 6(2%) 7(2%) 7(3%) 7(3%) 11(4%)
Total 259(100%) 263(100%) 261(100%) 262(100%) 266(100%) 261(100%) 271(100%)
Source: Wiltshire County Council Environmental Services
4.58 The County Council survey in 2006 indicates that there are 18 convenience stores in Warminster town centre. The largest of these is Morrisons on Weymouth Street. Other stores selling convenience goods in the town centre include Lidl, Iceland, two butchers, a greengrocer, two bakers, two heath food shops, several newsagents, and an off licence. The number of convenience stores in the centre has fallen by 25% since the mid-1990s. The most recent closure has been the Somerfield store in Market Place which closed in March 2007.
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4.59 The household survey indicates that around 73% of expenditure within Zone F is spent in Warminster’s foodstores. These stores have a market share of 12% and 7% in Zones D and J respectively. Elsewhere, Warminster stores have little influence on food shopping patterns. Figure 4.8 below shows the stores’ market shares from each of the survey zones.
Figure 4.8: Market Share of Foodstores in Warminster
Zone A 0.4% Zone B 0% Zone C 1.2% Zone D 11.8% Zone E 0% Zone F 73.4% Zone G 0.5% Zone H 0% Zone I 0% Zone J 6.6% Survey Area 11.3%
4.60 There are 87 shops selling non-food goods in Warminster town centre. The majority of the national multiples selling comparison goods are located in Market Place and the Three Horseshoes Shopping Centre. National multiples in the centre include the following:
Woolworths Dorothy Perkins Currys Digital Insport Peacocks Superdrug Boots Cardfair Edinburgh Woollen Mill Peter Briggs Shoes Specsavers Blockbuster Video
4.61 Shops in Warminster attract around a third of comparison goods expenditure from Zone F, according to the household survey. Figure 4.9 overleaf shows that Warminster attracts low levels of non-food goods expenditure from other zones in the study area.
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Figure 4.9: Market Share of Comparison Goods Expenditure in Warminster
Zone A 0.5% Zone B 0.1% Zone C 0.4% Zone D 7.3% Zone E 0% Zone F 33.6% Zone G 0.5% Zone H 0.9% Zone I 0.2% Zone J 4.4% Survey Area 5.5%
Vacant Units 4.62 There were 12 vacant retail units at the time of the last survey in 2006. This represents 4% of the total number of units available in the town centre. The vacancy rate has declined since 2004 when there were 16 vacancies. However, in terms of former services, the number of vacancies has risen to 11 in 2006, whereas in the previous surveys since 1996 the number had remained at either 6 or 7.
Other Uses in the Town Centre 4.63 Other uses in the town centre include a library, museum and art gallery, a small leisure and fitness centre, a youth and community centre, emergency services buildings, church buildings, healthcare uses, citizens advice bureau and information centre, and offices (predominantly small and either above or behind shopping frontages). The Athenaeum Centre at the top of the High Street contains a 220 seat auditorium, a function room, and gallery and meeting room. The theatre stages occasional productions including a pantomime, and shows films. Residential areas surround the town centre.
Commercial Yields 4.64 Yields in Warminster have remained steady over the past 5 years at around 9.5%. The last Valuation Office figure in July 2006 shows a slight improvement to 9%. In the context of West Wiltshire towns, Warminster’s yield is higher than Trowbridge (8%) and Melksham (8.5%).
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Environmental Quality 4.65 Warminster town centre contains many attractive buildings and is almost entirely designated as a conservation area. In particular, the wide Market Place is flanked mainly by 3-storey, 19th century buildings with relatively few modern additions. However, the town centre lacks areas of open space and pedestrianised areas. This deficiency is made even more noticeable by the amount of disturbance caused by the traffic on High Street and Market Place in particular.
4.66 Very few respondents in the household survey identified environmental issues when asked about aspects of Warminster town centre which they disliked.
Footfall 4.67 The highest levels of footfall in Warminster town centre have been recorded on Market Place, close to the entrance to Three Horseshoes Walk. Pedestrian flows are much lower at the western end of Market Place, and lower still at the eastern end of Market Place and on Weymouth Street. Pedestrian count data is contained at Appendix C.
Retail Requirements 4.68 The tables at Appendix D show details of retailer requirements expressed through the Focus database. There were 10 requirements in March 2007. Six of the requirements are from comparison goods retailers who are likely to consider suitable town centre premises. It should be noted that one of the requirements is from Superdrug who are already in the town centre but may be seeking an alternative unit. Pets at Home have a requirement for a large unit.
4.69 Farmfoods are the only convenience goods retailer expressing a requirement. The frozen goods specialist is seeking a unit of between 500-800sq.m. Starbucks (café) and Whitbread (public house) complete the list of requirements.
Accessibility 4.70 The household survey indicates that around 72% of respondents who considered Warminster to be their main shopping centre used a car to visit the town centre. The survey produced the following results:
Car 72% Walk 19% Bus 5% Taxi 1% Cycle 1% Motorbike 0% Varies 2%
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4.71 The survey suggests that quite a high proportion of visitors walk into the centre. However, the survey also indicates that Warminster has the lowest proportion of visitors arriving by bus, of the five West Wiltshire town centres.
4.72 The main bus stops in the town centre are on Market Place, although there are further stops in more peripheral areas including George Street at the lower end of the town centre. There are regular bus services to the following towns: Trowbridge, Bath, Salisbury, Westbury, and Bradford on Avon. The train station, located to the north-east of the town centre, is on the main Bath to Salisbury/Southampton line.
4.73 The main public car parks serving the town centre are as follows:
Weymouth Street / Sambourne Road (Morrisons) 400 spaces The Cornmarket (3 separate car parks) 361 spaces Fairfield Road (Lidl) 100 spaces Chinns Court 50 spaces Emwell Street 20 spaces Source: Experian
Summary of Warminster Town Centre 4.74 Warminster has the second largest town centre in West Wiltshire District and more national multiple retailers than any of the other centres with the exception of Trowbridge. Its position within the UK rankings for shopping centres has declined recently. Warminster’s commercial yield is improving, but is higher than that of Trowbridge and Melksham. There are moderate levels of retailer demand for floorspace in the town. The town centre has a pleasant environment marred somewhat by disturbance from traffic. Pedestrian flows are relatively high compared to other West Wiltshire town centres and the centre is accessible by a choice of means of transport, including bus and train services.
Out-of-Centre Retail Provision in Warminster 4.75 There is no major out-of-centre retail development in Warminster.
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Melksham
4.76 Melksham lies on the main A350 road between Chippenham and Trowbridge. The town dates back to the 11th century and was located next to a ford across the River Avon. Like other north towns in the area, major growth occurred when weaving became the prime industry in the 19th century using wool from the Cotswolds and North Wiltshire. Engineering, tyre manufacturing, milk and dairy produce took over through the 20th century.
4.77 The town centre is essentially linear in form comprising Bath Road, Bank Street, High Street, Market Place and King Street.
Retail Composition 4.78 Figure 4.10 below shows the retail composition of Melksham town centre split into different categories of shop and service types.
Figure 4.10: Composition of Melksham Town Centre
Number of Units
1994 1996 1998 2000 2002 2004 2006
Convenience 19(10%) 17 (9%) 18(10%) 15(8%) 15(8%) 13(7%) 12(6%)
Comparison 59(31%) 63(33%) 62(33%) 63(34%) 58(31%) 62(33%) 58(30%)
Services 58(30%) 56(30%) 53(28%) 57(31%) 62(34%) 65(35%) 63(33%)
Prof/Business Services 18(9%) 20(11%) 16(9%) 19(10%) 17(9%) 19(10%) 18(9%)
Community Services 15(8%) 15(8%) 14(8%) 16(9%) 15(8%) 19(10%) 20(10%)
Vacant Retail 19(10%) 15(8%) 12(6%) 9(5%) 8(4%) 4(2%) 10(5%)
Vacant Service 4(2%) 3(2%) 11(6%) 6(3%) 10(5%) 6(3%) 11(6%)
Total 192(100%) 189(100%) 186(100%) 185(100%) 185(100%) 188(100%) 192(100%)
Source: Wiltshire County Council Environmental Services
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4.79 There are twelve convenience stores in the town centre including Sainsburys, Somerfield, Iceland, two bakers, two greengrocers, a fishmonger, a butcher, a confectioners and two newsagents. The number of convenience stores in the town centre has fallen steadily from 18 in 1998. Kwik Save on Spa Road closed in 2005. Melksham has two out-of-centre supermarkets: Co-op on Blackmore Road and Aldi on Beanacre Road.
4.80 Figure 4.11 below provides a summary of Melksham’s stores market share of convenience goods expenditure within each of the study area zones.
Figure 4.11: Market Share of Foodstores in Melksham
Zone A 1.4% Zone B 1.5% Zone C 23.1% Zone D 1.2% Zone E 1.2% Zone F 0% Zone G 0% Zone H 1.3% Zone I 73.2% Zone J 0% Survey Area 11.3%
4.81 Stores in Melksham retain around 73% of expenditure within Zone I, and attract around 23% of expenditure in Zone C. Elsewhere in the study area, Melksham’s foodstores have little influence on shopping patterns.
4.82 The predominant retail use in the town centre is for comparison goods. 58 of the town centre’s units are dedicated to the sale of non-food goods. National multiples selling comparison goods in Melksham town centre include the following:
Woolworths Boots Peacocks Cardfair Blockbuster Video Lloyds Chemist Clintons Cards
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4.83 The number of stores selling comparison goods and the number of national multiple retailers in Melksham are considerably lower than the corresponding numbers in Trowbridge and Warminster. Its attractiveness in terms of non-food shopping is reflected in its market share. Figure 4.12 below shows that, even in Zone I (Melksham and the surrounding area), only 22% of comparison goods expenditure is spent in Melksham stores.
Figure 4.12: Market Share of Comparison Goods Expenditure in Melksham
Zone A 0.8% Zone B 0.9% Zone C 6.0% Zone D 0.6% Zone E 1.5% Zone F 0.3% Zone G 0.3% Zone H 0.9% Zone I 22.1% Zone J 0.8% Survey Area 3.8%
4.84 44% of respondents who visited Melksham town centre mentioned the range of shops as one of the aspects they least liked about the centre. This was the highest response on this issue in any of the five West Wiltshire town centres. 65% of respondents indicated that a broader range of shops would encourage them to visit the town centre more often.
Vacant Units 4.85 According to the last County Council survey in 2006, there were 10 vacant retail units and 11 vacant service units in the town centre. The number of vacant retail units has risen by 4 since 2004, although the current situation is favourable compared to the mid to late 1990s when the number of retail vacancies was between 12 and 19.
Other Uses in the Town Centre 4.86 The County Council survey in 2006 indicates that there are 18 professional services or businesses in Melksham town centre and 20 community service uses. Uses that attract visitors to the town centre include the Citizens Advice Bureau, tourist information centre, the Town Hall, Assembly Hall and library.
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Commercial Yields 4.87 The commercial yield in Melksham is 8.5% according to the Valuation Office. The figure has improved since the early part of the decade when the yield was 10% or higher. Melksham’s current yield is lower than that of Warminster.
Environmental Quality 4.88 One of the most attractive parts of the town centre is no longer its focus for shopping. Market Place is surrounded by fine historic buildings but the Primary Retail Frontage has drifted further to the north covering High Street and Bank Street. This area too contains many historic buildings but more modern infill development detracts from the quality of the environment. Examples of poor façades are at the corner of High Street and Lowbourne, and on the eastern side of Bank Street. The quality of the public realm is generally poor.
Footfall 4.89 Pedestrian flows in Melksham town centre are modest in comparison to Trowbridge and Warminster. Footfall levels at the Avon Place Arcade, the southern end of Bank Street, and the High Street are broadly similar. Pedestrian flows near the bus stops in Market Place are lower (see Appendix C).
Retail Requirements 4.90 The Focus database shows that there were just 4 retailer requirements for units in Melksham in March 2006 (see Appendix D). Savers health and beauty, Saks hairdressers, and two charity shops sought town centre units.
Accessibility 4.91 In the household survey, 67% of those who considered Melksham to be their main shopping centre use a car to visit the centre. 21% walk to the centre and a further 10% travel by bus. 2% indicated that their method of transport varied.
4.92 The main bus stops in the town centre are on either side of Market Place. There are bus services to Bath, Trowbridge, Devizes, Chippenham, and Frome.
4.93 The main public car parks serving the town centre are as follows:
Church Street 150 spaces Sainsburys, Bath Road 200 spaces Somerfield, Bath Road 150 spaces
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Lowbourne 70 spaces Union Street 23 spaces Market Place 22 spaces King Street 90 spaces Source: Experian
Summary of Melksham Town Centre 4.94 In terms of the number of units, Melksham is the third largest town centre in West Wiltshire, but has relatively few national multiple retailers when compared to Trowbridge and Warminster. Pedestrian flows are also moderate in comparison to the larger centres. However, commercial yields are slightly lower in Melksham than those in Warminster, and Melksham town centre has moved up the national ranking of shopping centres in recent years. Its catchment area for food and non-food goods does not extend far beyond Zone I of the study area, and retailer demand for floorspace in the centre is low. There is considerable scope for improvements to the town centre environment to attract more visitors.
Out-of-Centre Retail Provision 4.95 In addition to the foodstores already mentioned, Melksham has a number of large stores in out-of-centre locations. These are Leekes department store on Beanacre Road (11,197sq.m.net floorspace), Bedland on Lancaster Road (493sq.m.net), and Countrywide at Western Way (846sq.m.net).
Westbury
4.96 Westbury has a population of around 11,000 and is located between the larger towns of Trowbridge and Warminster. The town prospered in the 18th and 19th centuries due to the cloth industry which survived longer in Westbury than other West Wiltshire towns as some of its mills specialised in superior quality products including gloves and leather goods. The railway arrived in 1848 boosting the local economy and helped in the production of iron from a local quarry. The Lafarge Cement Works is an important local employer.
4.97 The town centre comprises three distinct shopping areas: Market Place / Maristow Street, High Street / Edward Street, and Warminster Road.
Retail Composition 4.98 The retail composition of Westbury is shown overleaf in Figure 4.13.
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Figure 4.13: Composition of Westbury Town Centre
Number of Units
1994 1996 1998 2000 2002 2004 2006
Convenience 13(7%) 12 (7%) 11(7%) 9(6%) 6(4%) 7(5%) 7(5%)
Comparison 53(30%) 47(29%) 47(30%) 44(29%) 42(28%) 41(27%) 40(28%)
Services 49(28%) 49(30%) 53(34%) 52(34%) 51(34%) 54(36%) 53(37%)
Prof/Business Services 12(7%) 9(5%) 13(8%) 12(8%) 13(9%) 14(9%) 16(11%)
Community Services 13(7%) 12(7%) 14(9%) 14(9%) 14(9%) 16(11%) 16(11%)
Vacant Retail 25(14%) 26(16%) 16(10%) 15(10%) 16(12%) 11(7%) 6(4%)
Vacant Service 9(5%) 9(5%) 4(3%) 8(5%) 10(7%) 7(5%) 7(5%)
Total 174(100%) 164(100%) 158(100%) 154(100%) 152(100%) 150(100%) 145(100%)
Source: Wiltshire County Council Environmental Services
4.99 According to the most recent County Council survey, there are 7 convenience stores in Westbury town centre. The largest store is the Cooper County Store on Edward Street which has a sales floorspace of 1,367sq.m. The other convenience stores are a baker, fishmonger, greengrocer, butcher and two newsagents. The number of convenience stores in Westbury town centre has declined sharply since 1994 from 13 to 7. A Co-op supermarket with a sales area of 865sq.m. is located outside the town centre in Bitham Park.
4.100 Figure 4.14 overleaf shows that foodstores in Westbury attract around 45% of convenience goods expenditure from Zone J (Westbury and the immediate surrounding area) and 29% from Zone D (the rural hinterland around Westbury). Foodstores in Westbury have little influence on shopping patterns elsewhere. Large foodstores in Trowbridge, Frome and Warminster are popular with Westbury residents.
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Figure 4.14: Market Share of Foodstores in Westbury
Zone A 1.2% Zone B 0% Zone C 0.7% Zone D 28.8% Zone E 0% Zone F 0% Zone G 0% Zone H 0.4% Zone I 0% Zone J 44.9% Survey Area 4.4%
4.101 There are 40 shops selling comparison goods. The number of comparison shops has also declined since 1994 when there were 53 shops selling non-food goods. Figure 4.15 below indicates that Westbury’s comparison goods offer attracts few shoppers even from the immediate surrounding area (9% from Zones J and D). Significant levels of expenditure on non-food goods generated in the Westbury area (Zone J) is spent in Trowbridge and Bath.
Figure 4.15: Market Share of Comparison Goods Expenditure in Westbury
Zone A 5.9% Zone B 0% Zone C 0% Zone D 8.7% Zone E 0.7% Zone F 0.3% Zone G 0.2% Zone H 0% Zone I 0.3% Zone J 9.1% Survey Area 2.3%
4.102 There are more retail services (53) than shops selling food or non-food goods (47). In addition there are 32 professional, business or community services.
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There are three distinct areas of the town centre in terms of uses. The northern end of the town centre is the historical trading core but now this area has several professional services including accountants, and osteopath, chiropodist and other businesses, and a number of pubs and restaurants. Retailing in this area is relatively low-key, limited to specialist shops such as bookshops and musical instrument retailers.
4.103 The middle part of the town centre is now the retail core, and indeed the High Street is defined as the Primary Retail Frontage in the Local Plan. Well-established ‘High Street’ operators are located in this area including Britannia building society, Three Cooks bakery, Barclays bank, and Halifax estate agent. However, the town centre as a whole lacks national multiple non- food retailers. Independent comparison goods retailers are concentrated in the central area of the town centre, including those selling clothing, shoes, electrical goods, pet supplies, household goods, cards and gifts, carpets and flooring, a chemist and an optician.
4.104 The southern end of the town centre is somewhat stretched and dispersed in comparison with the rest of the centre. The southern end is characterised by retail service uses including hairdressers, beauty salons, estate agents, and take-away food outlets.
Vacant Units 4.105 The number and proportion of vacant property in Westbury town centre is one of the more positive aspects of this healthcheck assessment. The number of vacant retail units has fallen from 26 in 1996 to just 6 in 2006. As a proportion of the total number of units in the town centre, this represents just 4%. The number of vacant service units has also fallen over recent years, from 10 in 2002 to 7 in 2006. However, it should be noted that the overall number of retail and service units has fallen by 29 over the period 1996 to 2006, generally as a consequence of residential conversions, and this trend is likely to have contributed towards the falling vacancy rate.
Other Uses in the Town Centre 4.106 There are 32 professional, business or community services in the town centre. Other uses which attract visitors include the library, the Wiltshire College offices, and the health centre.
Commercial Yields 4.107 The Valuation Office does not publish figures for Westbury.
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Environmental Quality 4.108 There are three distinct areas in terms of appearance in the town centre. The northern end contains the more architecturally noteworthy buildings where the narrow Maristow Street opens out into Market Place which is overlooked by the former Town Hall building.
4.109 The middle section of the town centre contains the most modern buildings and recent redevelopment including the Coopers foodstore. Recent improvements to the environment in the High Street precinct area have helped make this area better for pedestrians but traffic continues to circulate and parking and delivery areas make the space appear cluttered. The more recent redevelopment at the western end of the High Street has provided a number of small-scale shop units and the recent conversion of Angel Mill in Edward Street includes a new shopping mall as part of mixed use development.
4.110 The environment at southern end of the town centre suffers from the weight of through-traffic. The junction of Haynes Road and Warminster Road is particularly busy. Warminster Road is an Air Quality Management Area (AQMA)) and the proposed Westbury Bypass seeks to address these environmental issues.
4.111 When asked to rate the environmental quality in Westbury town centre, respondents gave Westbury the lowest score out of the five West Wiltshire town centres.
Footfall 4.112 The High Street has the highest pedestrian flows in Westbury town centre. Footfall is 30-45% lower in Edward Street.
Retail Requirements 4.113 The Focus database reveals just one retailer requirement for Westbury from the public house chain Wetherspoons.
Accessibility 4.114 The household survey indicates that around 47% of respondents who considered Warminster to be their main shopping centre used a car to visit the town centre. 43% walked into the centre. This reflects the limited catchment area that shops in Westbury town centre serve and indicates that pedestrian routes into the centre are convenient to the local population.
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4.115 The main public car parking areas serving the town centre are:
Coopers Store, Edward Street 150 spaces Rear of High Street 110 spaces Warminster Road 60 spaces Market Place 40 spaces Bratton Road 30 spaces
4.116 The bus stops most conveniently located to serve the town centre are found on Edward Street, High Street, and Haynes Road. There are bus services to Bath, Bradford on Avon, Trowbridge, Warminster, and Salisbury. Whilst the railway station in Westbury is around 1km north-west of the town centre, survey evidence from the Transport Authority’s Passenger Transport Unit suggests that people are prepared to walk or catch a bus between the station and the town centre.
Summary of Westbury Town Centre 4.117 Westbury is one of the smaller town centres in West Wiltshire. The range and choice of food and non-food stores is limited in comparison to Trowbridge, Warminster and Melksham and pedestrian flows are lighter. Expenditure retention at the local level is relatively low for convenience goods and lower still for non-food goods. There is just one retailer requirement on the Focus database from the Wetherspoon public house chain. The northern part of the town has a pleasant environment, and the middle part of the centre has benefited from a recent improvement scheme. Through-traffic affects the quality of the environment in the southern part of the town. On the positive side, there are very few vacant units. The centre is accessible by public transport and surveys suggest that a significant proportion of visitors to the centre arrive on foot.
Out-of-Centre Retail Provision in Westbury 4.118 Aside from the Co-op store in Bitham Park, there are no significant out-of-centre retail developments in Westbury.
Bradford-on-Avon
4.119 Bradford-on-Avon is the smallest of the five West Wiltshire town centres and is nestled in the north-western corner of the District. It has a population of around 10,000 and is an attractive town with many of its buildings constructed of local Cotswold stone. Like Trowbridge and Melksham, the town grew rapidly due to its association with the cloth making industry and,
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when that fell into decline, the rubber industry took over (the Avon Rubber factory closed in 1992). Perhaps the most notable feature of the town is the bridge crossing the Avon River which is over 400 years old.
Retail Composition 4.120 The retail composition in Bradford on Avon is shown in Figure 4.16 below.
Figure 4.16: Composition of Bradford on Avon Town Centre
Number of Units
1994 1996 1998 2000 2002 2004 2006
Convenience 15(13%) 13(11%) 12(10%) 12(10%) 11(9%) 11(8%) 10(8%)
Comparison 37(33%) 42(35%) 42(35%) 39(32%) 40(31%) 43(32%) 44(34%)
Services 35(31%) 37(31%) 36(30%) 41(33%) 41(32%) 44(33%) 39(30%)
Prof/Business Services 8(7%) 8(7%) 12(10%) 14(11%) 18(14%) 16(12%) 16(12%)
Community Services 12(11%) 14(12%) 12(10%) 12(10%) 12(9%) 12(9%) 12(9%)
Vacant Retail 5(4%) 3(3%) 3(2%) 3(2%) 5(4%) 3(2%) 2(2%)
Vacant Service 1(1%) 2(2%) 4(3%) 2(2%) 2(2%) 4(3%) 7(5%)
Total 113(100%) 119(100%) 121(100%) 123(100%) 129(100%) 133(100%) 130(100%)
Source: Wiltshire County Council Environmental Services
4.121 The town centre has just 10 stores selling convenience goods, including Threshers off licence, two bakers, a delicatessen, speciality cheese shop, a greengrocer, butcher, and a newsagent. The number of shops selling convenience goods in the town centre has declined from 15 to 10 over the period 1994-2006. The largest foodstore in Bradford on Avon is Sainsburys on Rowden Lane which is on the outskirts of the town. Sainsburys attracts approximately 38% of convenience goods expenditure generated in Zone B of the study area (the Bradford on Avon urban area) and other stores in the town attract around 12%. Foodstores in Trowbridge attract over 40% of the expenditure generated in Bradford on Avon. Figure 4.17 below provides a breakdown of the market share of Bradford on Avon’s foodstores in each of the study area zones. It is noted that Bradford’s foodstores attract 21% of convenience goods expenditure in Zone H (the area between Bradford on Avon and Bath).
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Figure 4.17: Market Share of Foodstores in Bradford on Avon
Zone A 0.8% Zone B 49.8% Zone C 5.5% Zone D 0% Zone E 0% Zone F 0% Zone G 0.2% Zone H 20.7% Zone I 0% Zone J 0% Survey Area 4.3%
4.122 Turning to comparison goods, the town centre has 44 comparison goods shops. Unlike the other West Wiltshire towns, the number of shops selling non-food goods has increased over recent years. The non-food retail offer is geared largely towards local needs with shops selling flowers, hardware, china, children’s clothing, and an optician. In other shops, there is an emphasis on quality in the many fashion boutiques and jewellery shops. Some of the town centres stores serve a much wider area for art and antiques, and the centre has many gift shops associated with its role as a tourist destination.
4.123 In terms of Bradford on Avon’s trade draw, Figure 4.18 below shows that only 10% of the comparison goods expenditure generated in Bradford on Avon (Zone B) is actually spent in the town centre.
Figure 4.18: Market Share of Comparison Goods Expenditure in Bradford on Avon
Zone A 0% Zone B 10.3% Zone C 0% Zone D 0.4% Zone E 0% Zone F 0% Zone G 0% Zone H 0.6% Zone I 0% Zone J 0% Survey Area 0.6%
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4.124 Not surprisingly, Trowbridge and Bath attract significant proportions of Bradford residents’ expenditure. Trowbridge is popular for all types of non-food goods, whilst Bath attracts a significant number Bradford on Avon residents for clothing and other non-bulky goods.
4.125 There are 39 services in the town centre including banks, estate agents, restaurants, take- away food outlets, hairdressers and beauty salons.
Vacant Units 4.126 There are just 2 vacant retail units in the town centre, both advertised for re-letting.
Other Uses in the Town Centre 4.127 28 properties in the town centre are used for professional, business or community uses. As previously noted, the town attracts a significant number of tourists and the Tourist Information Centre and museum on the southern side of the Town Bridge is an important resource. The town centre also has a library.
Commercial Yields 4.128 The Valuation Office does not publish figures for Bradford on Avon.
Environmental Quality 4.129 The buildings of Bradford on Avon are built mainly from Bath stone which gives the town a unified quality, despite the fact that the buildings themselves differ in style and were constructed over a period spanning several centuries. The River Avon flowing through the town centre is a key asset and there is a stretch of public open space along the southern bank, to the west of the Town Bridge, including the Pleasure Gardens.
4.130 However, Bradford is certainly not without its environmental problems. The household survey indicates that whilst visitors rate the overall quality of the environment highly compared to the other West Wiltshire towns, survey respondents provided negative comments in relation to traffic and pedestrian movement. 17% of respondents indicated that environmental improvements would encourage them to visit the centre more often. Traffic congestion in the town centre is recognised as a problem in the Local Plan and, like Westbury, Bradford on Avon has an AQMA on Mason’s Lane through onto Silver Street. It is understood that recent monitoring appears to show improvements in air quality in this area.
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Footfall 4.131 The highest observed pedestrian flows in Bradford on Avon town centre are on Silver Street between The Shambles and Kingston Road. Footfall on The Shambles itself is a little lower and pedestrians crossing the Town Bridge are fewer still.
Retail Requirements 4.132 There is one retailer requirement for Bradford on Avon on the Focus database. Pizza Express have a requirement for a restaurant of between 175-300sq.m.
Accessibility 4.133 Respondents in the household survey considered Bradford on Avon to be the most accessible of the five West Wiltshire town centres by public transport (there are bus services to Bath, Trowbridge, Warminster, Westbury and Salisbury, and trains on the Bath to Salisbury/ Southampton line with regular services to Bath, Bristol, Cardiff, and Trowbridge).
4.134 However, the centre received a relatively poor rating in terms of accessibility by car and adequacy of parking arrangements. There are several car parks serving the town centre including those at St Margarets Street, the train station, Market Street, Silver Street, and the library/museum. However, from observation, at peak times these are often full or near capacity.
Summary of Bradford on Avon Town Centre 4.135 Most of the shops in Bradford on Avon town centre serve the following roles: they are either shops serving basic local needs, or specialist shops (e.g. boutiques, art dealers, or antiques) associated with Bradford on Avon’s status as a tourist destination which attract visitors from the whole study area or beyond.
4.136 The vast majority of the shops in Bradford on Avon are independent and there are very few vacancies. With the exception of Pizza Express, there appears to be little interest from national multiples in securing representation within the town centre. Its physical environment is the town centre’s strongest asset but traffic congestion is a major problem.
Out-of-Centre Retail Provision in Bradford on Avon 4.137 Sainsburys supermarket is located on the outskirts of Bradford on Avon. There is no major non-food retail development in out-of-centre locations in Bradford on Avon.
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A Comparison of Visitor Perceptions of the Five Town Centres
4.138 As previously mentioned, respondents in the household telephone survey were asked a series of questions about the town centres they used, and the results have been referred to in the assessments of the five town centres above. It is useful to compare the results of the five town centres to assess their relative strengths and weaknesses. Figure 4.19 below shows the scores achieved by each town centre in relation to a variety of factors.
Figure 4.19: Comparison of Visitor Perceptions of the Five Town Centres
Trowbridge Warminster Melksham Westbury Bradford
Range and choice of 23 7 -68 -45 -15 non-food shops
Choice and quality of 83 31 45 0 -10 supermarkets
Choice and quality of 117 101 85 39 55 service facilities
Range and choice of leisure -101 -34 -47 -77 -39 /entertainment facilities
Accessibility by public 47 34 33 59 85 transport
Accessibility by car 88 89 92 85 30
Adequacy of parking 37 45 47 56 0 arrangements
Quality of the environment 25 58 27 19 65
Ease of pedestrian 95 63 51 87 -6 movement around the centre
The level of personal 56 77 47 65 73 security and safety
Notes: Respondents were given the option of rating centres as ‘very good’, ‘good’, ‘average’, ‘poor’, or ‘very poor’. For the purposes of analysis, these responses were given a score of 200, 100, 0, -100, and -200 respectively and an average score was then calculated. Best score in each category is in bold type, the poorest score is underlined.
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Range and Choice of Non-Food Shops 4.139 Trowbridge, the town centre with the most non-food shops, received the highest score of the five towns. However, it should be noted that 23 is not a particularly high score. Melksham received the worst score (-68) despite having more non-food shops than Westbury and Bradford on Avon. The likely reason for this is that given the size of the town in terms of population, similar to that of Warminster, visitor expectations may be higher in Melksham than they are in Bradford on Avon or Westbury.
Choice and Quality of Supermarkets 4.140 The results here are not surprising. Trowbridge, Warminster and Melksham all have large supermarkets in the town centre complemented by a range of smaller stores selling convenience goods. Westbury has the Cooper Country store which is smaller than the largest supermarket in the aforementioned towns, and does not have the range and choice of smaller stores. Bradford on Avon does not have a supermarket in the town centre, but does have a range of small specialist meat and grocery stores.
Choice and Quality of Service Facilities 4.141 Trowbridge, Warminster, and Melksham town centres all scored well for service facilities. Bradford also scored relatively well. Westbury, which does not have a dedicated post office in the town centre, received the lowest score although overall it was still rated above average.
Range and Choice of Leisure / Entertainment Facilities 4.142 Poor scores all round on leisure and entertainment uses. It is worth noting that Warminster, the only town with theatre facilities, fared better then the other centres (-34). Trowbridge, the largest centre, received the poorest score (-101) perhaps due to expectations being higher for the County Town. Section 6 assesses the leisure provision in the three main towns and reflects on the results of the household survey.
Accessibility by Public Transport 4.143 The scores received were relatively good for all the town centres (between 33 and 85). Melksham received the lowest score of 33 and Bradford on Avon the highest with 85.
Accessibility by Car 4.144 Trowbridge, Warminster, Melksham and Westbury received similarly high scores for accessibility by car (between 85-92). Bradford received a positive score of 30 but noticeably lower than the other four towns. As previously noted, car parking spaces are not as plentiful in Bradford on Avon compared to the other four town centres, and traffic congestion is a problem in Bradford.
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Adequacy of Parking Arrangements 4.145 Again, Bradford on Avon received a lower score (0) than the other four town centres (between 37-56). Experience of town centre surveys elsewhere suggests that pricing is often an issue with visitors to town centres. However, there is free parking for a limited period in all five town centres and this may account for the fact that none of the town centres received negative scores.
Quality of the Environment 4.146 All five town centres received positive scores, with Bradford on Avon receiving the highest score of 65 and Westbury receiving the lowest score of 19.
Ease of Pedestrian Movement 4.147 The scores achieved in responses to this question appear to correspond with the level of pedestrianisation and the degree of road congestion within each town centre. Trowbridge received the highest score (95) followed by Westbury (87). Warminster, which has the pedestrianised Three Horseshoe Centre but also has quite heavy traffic passing through the centre, is next on 63. Melksham town centre has a number of relatively busy roads to cross and scored 51. Bradford on Avon scored -6, probably due to the traffic congestion, the lack of pedestrian only areas, and the difficulties associated with the Town Bridge link which has very narrow pavements.
The Level of Personal Security and Safety 4.148 According to the results of the household survey, all three town centres are considered to be relatively safe environments and personal security is not perceived to be a significant issue. Warminster is perceived to be the safest place whilst Melksham town centre received the lowest score.
Other Factors 4.149 Respondents of the household survey were asked to indicate aspects which they disliked about the town centres they visited. The most commonly mentioned factors are summarised in Figure 4.20 overleaf together with the percentage of respondents mentioning the factor:
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Figure 4.20: Main Dislikes in Town Centres
Trowbridge Warminster Melksham Westbury Bradford
“Not enough shops” 24% 25% 44% 34% 24%
“Traffic problems” 1% 7% 5% 5% 37%
“Poor quality shops” 3% 8% 6% 13% 0%
“Lack of / cost of parking” 5% 8% 3% 4% 6%
“Unattractive environment” 14% 6% 12% 11% 13%
“Lack of leisure / 19% 9% 3% 0% 3% entertainment facilities”
“Lack of personal safety” 4% 1% 2% 3% 4%
“Too many fast food / 0% 0% 6% 0% 0% take away food outlets”
“In need of modernisation / 2% 0% 3% 6% 0% regeneration”
“Too many empty buildings” 1% 7% 2% 0% 0%
4.150 Also recorded as part of the survey, were respondents’ views on potential measures to encourage them to visit town centres more often. Figure 4.21 overleaf provides a summary of the main responses.
4.151 Figures 4.20 and 4.21 suggest the following:
• Respondents are critical of the range of shops in all five town centres. Melksham and Westbury received the most criticism. A lack of specialist or quality shops was also identified in the town centres, although a lack of quality shops was not an issue with visitors to Bradford on Avon; • General dissatisfaction with the traffic problems in Bradford on Avon stand out but, notably, traffic-related problems are not perceived to be a significant issue in the other four centres; • The lack of leisure and entertainment facilities in Trowbridge is also a focus for criticism. A significant proportion of residents indicated that they would visit Trowbridge town centre more often if it had a cinema or other leisure facilities; and • Improvements in supermarket provision were not high on the agenda of visitors to any of the centres.
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Figure 4.21: Measures to Encourage Visits to Town Centres
Trowbridge Warminster Melksham Westbury Bradford
“Broader range of shops” 36% 37% 65% 57% 52%
“Better or more niche / 10% 21% 15% 19% 11% specialist / quality shops”
“More parking” 4% 3% 3% 3% 7%
“Less expensive parking” 2% 2% 2% 1% 3%
“More / better supermarkets” 2% 3% 3% 5% 4%
“Environmental 6% 1% 7% 8% 17% Improvements”
“Cinema” 21% 11% 7% 6% 3%
“Other leisure facilities” 21% 13% 7% 11% 8%
“More/better 1% 3% 3% 1% 7% pedestrianisation”
Visitation Rates 4.152 The household telephone survey asked respondents how often they visited the three main town centres in West Wiltshire. The following results were obtained from the residents living closest to each of the town centres:
Household Survey Zones Visit at least once a week Trowbridge A C D 81% Warminster F 90% Melksham I 81% Westbury J 81% Bradford on Avon B 67%
4.153 Trowbridge, Warminster, Melksham and Westbury all have high visitation rates from the areas surrounding the relevant town centres. Bradford on Avon town centre has a significantly lower visitation rate.
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Summary of Existing Shopping Facilities
4.154 Trowbridge is the largest town centre in West Wiltshire District, but Warminster, Melksham, Westbury and Bradford on Avon complete a network of centres serving an important role meeting shopping needs across the District. Shopping patterns in West Wiltshire are influenced, to a degree, by higher order centres outside the District, particularly Bath.
4.155 Figure 4.22 below provides a simple comparison of the five main town centres in the District.
Figure 4.22: Comparison of the Five Town Centres
Trowbridge Warminster Melksham Westbury Bradford
Highest footfall (per hour) 1385 (2) 1655 (1) 525 (3) 431 (4) 386 (5)
Total Units 353 (1) 271 (2) 192 (3) 145 (4) 130 (5)
Total Retail Units 258 (1) 195 (2) 133 (3) 100 (4) 93 (5)
Convenience Shops 19 (1) 18 (2) 12 (3) 7 (5) 10 (4)
Comparison Shops 120 (1) 87 (2) 58 (3) 40 (5) 44 (4)
Retail Services 119 (1) 90 (2) 63 (3) 53 (4) 39 (5)
Turnover (£m) 138 (1) 31 (2) 22 (3) 13 (4) 3 (5)
Notes: Rank in brackets
4.156 Trowbridge has the most town centre units, the most food and non-food stores, the most retail services and, by some distance, the highest turnover. On most aspects, Warminster is second in the hierarchy, although the highest pedestrian counts were recorded in Warminster town centre. Melksham is third in the hierarchy in respect of each of the criteria. Westbury and Bradford on Avon are lower in the hierarchy. These two town centres are of a similar size but have different roles and functions, with Westbury predominantly serving local needs and Bradford on Avon combining its function as a local service centre with its role as a tourist destination.
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5.0 The Need for Additional Retail Floorspace
Introduction
5.1 This section assesses the need for additional floorspace in the District having regard to the following:
• The quantitative analysis contained at Appendix E, based on the results of the household telephone survey; and • The qualitative assessment of retail provision in the District, described in the previous section.
5.2 This approach is in accordance with guidance in PPS6 on assessing the need for retail development.
Key Assumptions
5.3 The capacity exercises for convenience and comparison goods are based on assumptions regarding the current market shares of stores in the five main town centres in West Wiltshire District.
5.4 The basic assumption is that the market share of stores in each of the five towns is maintained and held as a constant. This is a conservative approach, making no allowance for an increase in expenditure retention, or ‘clawback’ from other towns.
5.5 Alternative scenarios, where appropriate, are presented as part of the analysis. For example, it is possible that some towns will increase their market share of available expenditure, through providing more retail floorspace and/or improving the retail offer, thus increasing its attractiveness as a shopping destination, and a greater proportion of expenditure will be retained. However, it is also possible that market share will decrease if shopping provision in competing towns is improved.
5.6 The capacity exercise also takes into account the following:
• Forecast increases in the proportion of expenditure dedicated to special forms of trading (including internet sales) based on figures from Experian taking into account past trends and economic forecasts; • Forecast increases in the sales efficiencies of existing floorspace based on figures from Experian;
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• Estimated levels of overtrading or undertrading in convenience stores (see Table 16); and • Retail floorspace commitments in the District which will, at least in part, absorb surplus expenditure capacity.
5.7 Where surplus expenditure is identified (i.e. the difference between the total available expenditure and the expenditure absorbed by existing and committed floorspace), it is converted to a floorspace figure using an appropriate sales density. The statistical tables at Appendix E refer to the base year of 2007, and assess requirements in 5 and 10 years (2012 and 2017). These years have been selected to provide guidance on the likely requirements in the short and medium term and are appropriate for the preparation of the LDF. In line with the brief for this study, a longer term forecast has been provided for 2026. However, caution should be applied to long-term needs assessments as retailing is a dynamic industry and the reliability of expenditure and capacity projections over a long period will diminish. Indeed, neither Experian nor MapInfo (the most frequently used sources for such data) produce forecasts of expenditure growth beyond 2016. This is one of the reasons that PPS6 recommends regular updates of retail needs assessments.
Convenience Goods
5.8 Tables 17a to 17e of Appendix E provide projections of convenience goods expenditure and the estimated turnover of stores in the District over the period to 2026.
5.9 As previously mentioned in Section 3 of this study, per capita convenience good expenditure growth is much lower than the equivalent comparison goods figure. For the period to 2026, the estimated growth rate is 0.7% per annum.
5.10 On the basis of the assumptions previously explained, Tables 17a to 17e show that there are only low levels of convenience goods expenditure capacity in Bradford on Avon and Melksham at present. Based on current forecasts, there will be no surplus expenditure capacity in Warminster until 2012, and no capacity in Trowbridge or Westbury for the next ten years. In terms of converting any surplus expenditure capacity into floorspace, an indication of the likely requirement for each town is provided in Figure 5.1 overleaf:
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Figure 5.1 Convenience Goods Floorspace Requirement
2012 2017 (sq.m.net) (sq.m.net) Trowbridge 0 68-135 Warminster 153-306 452-903 Melksham 237-473 533-1067 Westbury 0 82-164 Bradford 260-521 371-743
5.11 As previously noted, this is only an indication of the likely floorspace requirement based on each town maintaining its current market share of expenditure within the study area. It is possible that improvements to the range and choice of shopping provision in a town will attract more shoppers and increase market share. However, it should be noted that the scope for improvements to the shopping offer depends on the existing range and choice stores selling convenience goods. It is also important to consider the trading effect of an additional store, as it will draw trade from existing stores within the town as well as stores in competing centres. This leads us onto qualitative factors.
5.12 Trowbridge, Warminster and Melksham all have a range of supermarkets, including a choice of stores located within the town centres. There are no clear qualitative deficiencies in foodstore provision in these towns.
5.13 The choice of stores in Bradford on Avon and Westbury is comparatively poor. This is reflected in the amount of expenditure which ‘leaks’ to stores in other towns, and the comments made by visitors to the centres in the household survey. It is likely that additional convenience goods floorspace in Bradford on Avon and Westbury would result in greater levels of expenditure retention and bring about qualitative improvements in the shopping offer. However, as previously mentioned, the impact of additional floorspace on stores within the town centres must be carefully considered. For example, the Cooper Supermarket in Westbury plays an important anchor role and effect on its trade from a new store located outside the centre could have a detrimental affect on the vitality and viability of the town centre as a whole. Therefore, the location of additional convenience goods floorspace in Bradford on Avon and Westbury and its potential effects are important considerations.
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Comparison Goods
5.14 Tables 18a to 18b set out the capacity calculations in respect of Trowbridge, Warminster, Melksham, Westbury and Bradford on Avon. In terms of expenditure growth, an increase of 3.8% per annum in per capita expenditure is adopted (as recommended by Experian).
5.15 For the purposes of analysis, expenditure capacity in respect of comparison goods has been split into bulky and non-bulky categories. Assumed sales densities for new floorspace in West Wiltshire District reflect the different sales efficiencies of operators within these two sub-categories. It is assumed that new non-bulky goods floorspace will have a sales density of £4,000 per.sq.m. and bulky goods floorspace will trade at £2,000 per.sq.m. having regard to typical sales densities achieved by national multiple operators in Mintel’s Retail Rankings.
5.16 In terms of the overall floorspace requirement, PPS6 advocates assessing need within the broad categories of convenience and comparison goods. Therefore, in overall comparison goods expenditure capacity, the figures referred to below combine the quantitative assessments of need for bulky and non-bulky goods floorspace.
5.17 The results of the capacity exercise are summarised in Figure 5.2 below:
Figure 5.2 Comparison Goods Floorspace Requirement
2012 2017 (sq.m.net) (sq.m.net) Trowbridge 6033 18263 Warminster 1533 3622 Melksham 1087 2654 Westbury 685 1784 Bradford 158 355
Trowbridge 5.18 Facilities in Trowbridge currently attract around 31% of non-bulky goods expenditure and 40% of bulky goods expenditure generated in the Study Area. The St Stephens Place proposals are likely to attract a number of new national multiple retailers to the town, increasing the town centre’s attractiveness to residents of the Study Area. On this basis, we have assumed that the St Stephens Place proposals will be constructed and trading by 2012 and that as a
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consequence Trowbridge’s market share of non-bulky goods expenditure will rise by 10%, from just under 31% in 2007 to nearly 34% in 2012. This means that there will be around £18m and £55m of surplus expenditure by 2012 and 2017 respectively. This could support around 6,000sq.m.net of additional comparison goods floorspace in 2012, rising to around 18,000sq.m.net by 2016.
Warminster 5.19 Shops in Warminster attract far lower levels of expenditure from the Study Area than stores in Trowbridge. Currently, the market share of non-food shopping facilities in Warminster is around 5% for non-bulky goods and around 8% for bulky goods.
5.20 Projecting forward these current market shares would result in around £5m expenditure capacity in 2012 rising to around £11m in 2017. In floorspace terms, this equates to around 1,500sq.m.net in 2012 and 3,600sq.m.net in 2017.
5.21 Warminster only retains around 34% of expenditure in Zone F of the Study Area (Warminster and the immediate surroundings). Therefore, there is considerable scope for expenditure ‘clawback’ if the retail offer were improved. If, for example, Warminster could retain 40% of comparison goods expenditure in Zone F, then there would be an additional £6m of expenditure available to shops in the town. In floorspace terms, this would more than double the capacity to over 3,000sq.m. in 2012, rising to over 5,000sq.m.net in 2017.
Melksham 5.22 Stores in Melksham currently attract around 3% of non-bulky goods expenditure and 7% of bulky goods expenditure generated in the Study Area.
5.23 The expenditure capacity assessment shows there is scope for around 1,000sq.m.net additional comparison goods floorspace in 2012, rising to around 2,700sq.m. by 2017, on the basis of the constant market share approach. In addition to this, there is potential for increasing expenditure retention if new shopping facilities provided a ‘step change’ in the retail offer.
Westbury 5.24 Westbury’s current market share of non-bulky goods expenditure in the Study Area is less than 1%. However, it has a market share of around 7% of bulky goods expenditure. Projecting forward these market shares, there will be expenditure capacity to support around 700sq.m.
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of additional sales floorspace in the town in 2012, and around 1,800sq.m. by 2017. Broadening the range and choice of shopping facilities in the town centre is likely to improve the current levels of expenditure retention, thus increasing expenditure capacity.
Bradford on Avon 5.25 Figures derived from the household survey suggest that Bradford on Avon has a very low comparison goods turnover. Projecting forward the town’s current market share results in very low levels of comparison goods expenditure capacity. However, as around 90% of expenditure generated in the Bradford on Avon area is spent in other towns, there is considerable scope for new shopping facilities to claw back some of that expenditure.
Qualitative Factors 5.26 The vitality and viability of all five town centres would benefit from additional comparison goods floorspace which would attract new retailers. Respondents to the household survey rated the range and choice of non-food shops in the five centres very poorly in comparison to other aspects of the town centres, and a broader range of shops would encourage many respondents to visit the centres more often. The Focus database suggest that a number of retailers typically operating from ‘High Street’ locations have requirements for Trowbridge and Warminster. The database suggests that retailer demand is lower in Melksham and there is little interest in Westbury and Bradford-on-Avon.
Summary
5.27 In terms of convenience goods, only very moderate levels of expenditure capacity are forecast for 2012 in Warminster, Melksham, and Bradford on Avon. Based on current forecasts, there will be no surplus expenditure capacity in Trowbridge or Westbury for the next ten years. These forecasts are based on each town maintaining its current market share of expenditure within the study area. It is possible that improvements to the range and choice of shopping provision in a town will attract more shoppers and increase market share. However, the scope for improving the shopping offer depends on the existing range and choice of foodstores. The choice of stores in Bradford on Avon and Westbury is comparatively poor and is reflected in the amount of expenditure which ‘leaks’ to stores in other towns. It is likely that additional convenience goods floorspace in Bradford on Avon and Westbury would result in greater levels of expenditure retention and bring about qualitative improvements in the shopping offer. The trading effects of additional floorspace on the vitality and viability of town centres must be considered and, in this context, the location of new facilities is important.
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5.28 Turning to comparison goods, there is expenditure capacity to support additional floorspace in all five town centres, based on projecting forward each town’s current market share of non- food expenditure. There is also considerable scope to improve existing levels of expenditure retention in each centre, if improvements to range and choice of shopping facilities can be provided. If new facilities are not provided, it is likely that levels of expenditure leakage will increase as a result of current or pipeline developments in competing centres such as Bristol, Bath and Salisbury which will become more attractive destinations for shopping trips.
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6.0 Assessing Sites
Introduction
6.1 In the context of the foregoing needs assessment, West Wiltshire District Council has asked DPDS to provide guidance on assessing sites to meet the identified needs.
6.2 PPS6 indicates that following an assessment of the need for development, local planning authorities should apply the sequential approach to site selection. In allocating sites, authorities may need to make choices between competing development pressures and, in this context, the findings of other background studies assessing the need for housing, employment etc will be crucial. The allocation of new sites for retail development should be used as part of an overall strategy to strengthen and improve the performance of the town centres.
The Sequential Approach
6.3 A sequential approach should be applied in selecting appropriate sites for allocation within the centres where a need for additional shopping facilities has been identified. PPS6 indicates that all options within the centre should be thoroughly assessed before less central sites are considered. The sequential approach requires locations to be considered in the following order:
Sites within Existing Defined Centres For retail development, the centre is the defined Primary Shopping Area, which should generally comprise the Primary Shopping Frontages and those Secondary Shopping Frontages which are contiguous and closely related to the Primary Shopping Frontages1. Sites or buildings should be suitable for retail development, and should be available either immediately or within the lifetime of the relevant development plan document.
Edge-of Centre Locations For retail purposes, an edge-of centre site is one which is well connected to and within easy walking distance (i.e. up to 300 metres) of the primary shopping area. Preference should be given to sites that are or will be well-connected to the centre.
Out-of-Centre Sites Preference should be given to sites which are or will be served by a choice of means of transport and which are close to the centre and have a high likelihood of forming links with the centre.
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Selecting Sites
6.4 Physical or environmental constraints in some West Wiltshire town centres may mean that it will be difficult to find opportunities for accommodating the identified need for additional retail floorspace within the Primary Shopping Areas. Where the identified need for retail development cannot be met within the centre, an extension to the Primary Shopping Area may be appropriate.
6.5 However, it is crucial that such extensions are carefully integrated with the existing centre in terms of design in order to ensure that development enhances the vitality and viability of the town centre and to prevent new retail facilities functioning as free-standing development with little pedestrian movement between the old and the new stores.
6.6 In towns where the retail floorspace requirement is high, it would be preferable to identify a single location to meet the majority of the identified need, rather than divide the floorspace over several sites. This is far more likely to appeal to developers, retailers and visitors alike. If large sites are allocated in the relevant development plan document, piecemeal development of the site should be discouraged. In the interest of encouraging successful and well-integrated development, particularly in towns where retail need is strong and there is a significant amount of floorspace to accommodate, it may be appropriate for West Wiltshire District Council to take positive measures to bring forward the development, perhaps through preparing a development brief (supplementary planning document) and exercising its Compulsory Purchase Order powers.
6.7 Where possible, sites should be capable of accommodating a mix of large and small units and other town centre uses should be incorporated into retail-led development sites. Residential units on upper floors would add to the sense of vitality within town centres.
(Footnotes) 1 Primary frontages are likely to include a high proportion of retail uses, and secondary frontages provide a more diverse range of uses.
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7.0 Recommended Strategy and Summary
The Retail Hierarchy
7.1 Trowbridge is the largest town centre in West Wiltshire District, but Warminster, Melksham, Westbury and Bradford on Avon complete a network of centres serving an important role meeting shopping needs across the District. Shopping patterns in West Wiltshire are influenced, to a degree, by higher order centres outside the District, particularly Bath.
7.2 The five town centres have been compared having regard to a range of factors including the number of retail units, national multiples, and pedestrian count data. Trowbridge has the most town centre units, the most food and non-food stores, the most retail services and, by some distance, the highest turnover. On most aspects, Warminster is second in the hierarchy, although the highest pedestrian counts were recorded in Warminster town centre. Melksham is third in the hierarchy in respect of each of the criteria. Westbury and Bradford on Avon are lower in the hierarchy. These two town centres are of a similar size but have very different roles and functions, with Westbury predominantly serving local needs and Bradford on Avon combining its function as a local service centre with its role as a tourist destination.
Trowbridge
7.3 Trowbridge town centre has more shops and more national multiple retailers than any of the other West Wiltshire town centres. It attracts non-food shopping expenditure from across the study area as a whole.
7.4 Foodstores in Trowbridge retain high levels of convenience goods expenditure in the town itself, but also attract significant spending from other parts of the study area. However, most expenditure is directed towards out-of-centre foodstores rather than those in the town centre.
7.5 In terms of the indicators of vitality and viability, the following is noted:
• Pedestrian flows are relatively within and close to the two indoor shopping centres, and the town centre is accessible by a choice of means of transport including the bus and train; • There is considerable scope for improving the quality of the town centre environment • There are large vacant or underused sites within or on the edge of the town centre which appear suitable for redeveloped; • There is reasonable demand from retailers for floorspace in the town;
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• Commercial yields in the town have improved recently but are lower than larger competing centres in the sub-region; and • Trowbridge has fallen recently in the national ranking of shopping centres.
7.6 Forecasts indicate that there is no need for additional convenience goods floorspace for the next 10 years. In terms of comparison goods, and taking into account existing commitments, there will be around £18m and £55m of surplus expenditure by 2012 and 2017 respectively. This could support around 6,000sq.m.net of additional comparison goods floorspace in 2012, rising to around 18,000sq.m.net by 2016.
Warminster
7.7 Warminster has the second largest town centre in West Wiltshire District and more national multiple retailers than any of the other centres with the exception of Trowbridge. Its position within the UK rankings for shopping centres has declined recently. Warminster’s commercial yield is improving, but is higher than that of Trowbridge and Melksham. There are moderate levels of retailer demand for floorspace in the town. The town centre has a pleasant environment marred somewhat by disturbance from traffic. Pedestrian flows are relatively high compared to other West Wiltshire town centres and the centre is accessible by a choice of means of transport, including bus and train services.
7.8 Only moderate levels of expenditure capacity for convenience goods floorspace will arise in the next five to ten years. In terms of non-food goods, there will be around £5m expenditure capacity in 2012 rising to around £11m in 2017. In respect of floorspace, this equates to a requirement for around 1,500sq.m.net in 2012 and 3,600sq.m.net in 2017.
Melksham
7.9 In terms of the number of units, Melksham is the third largest town centre in West Wiltshire, but has relatively few national multiple retailers when compared to Trowbridge and Warminster. Pedestrian flows are also moderate in comparison to the larger centres. However, commercial yields are slightly lower in Melksham than those in Warminster, and Melksham town centre has moved up the national ranking of shopping centres in recent years. Its catchment area for food and non-food goods does not extend far beyond the town and its immediate surroundings, and retailer demand for floorspace in the centre is low. There is considerable scope for improvements to the town centre environment to attract more visitors.
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7.10 There is limited scope for additional convenience goods floorspace in terms of forecast expenditure capacity. However, in respect of non-food goods, the capacity assessment shows that there is scope for around 1,000sq.m.net additional comparison goods floorspace in 2012, rising to around 2,700sq.m. by 2017. In addition to this, there is potential for increasing expenditure retention in the town if new shopping facilities provided a ‘step change’ in the non-food retail offer.
Westbury
7.11 Westbury is one of the smaller town centres in West Wiltshire. The range and choice of food and non-food stores is limited in comparison to Trowbridge, Warminster and Melksham and pedestrian flows are lighter. Expenditure retention at the local level is relatively low for convenience goods and lower still for non-food goods. There is just one retailer requirement on the Focus database from the Wetherspoon public house chain. The northern part of the town has a pleasant environment, and the middle part of the centre has benefited from a recent improvement scheme. Through-traffic affects the quality of the environment in the southern part of the town. On the positive side, there are very few vacant units. The centre is accessible by public transport and surveys suggest that a significant proportion of visitors to the centre arrive on foot.
7.12 Forecasts indicate that there is no expenditure capacity for convenience goods floorspace over the next 10 years, based the assumption that shopping patterns remain the same. However, there is scope for increasing current levels of expenditure retention in the town through broadening the choice of foodstore provision. The location of new facilities will be an important consideration in the context of maintaining and enhancing the vitality and viability of the town centre.
7.13 There will be expenditure capacity to support around 700sq.m. of additional non-food sales floorspace in the town by 2012, and around 1,800sq.m. by 2017. Broadening the range and choice of shopping facilities in the town centre is likely to improve the current levels of expenditure retention.
Bradford on Avon
7.14 Most of the shops in Bradford on Avon town centre serve the following roles: they are either shops serving basic local needs, or specialist shops (e.g. boutiques, art dealers, or antiques) associated with Bradford on Avon’s status as a tourist destination which attract visitors from the whole study area or beyond.
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7.15 The vast majority of the shops in Bradford on Avon are independent and there are very few vacancies. With the exception of Pizza Express, there appears to be little interest from national multiples in securing representation within the town centre. Its physical environment is the town centre’s strongest asset but traffic congestion is a major problem.
7.16 Forecasts suggest that there is limited expenditure capacity for convenience goods floorspace in the next five to ten years, although there is some scope for ‘clawback’ of expenditure currently being spent in foodstores in other towns.
7.17 In terms of non-food shopping, the town centre’s shopping offer is geared towards the tourist and specialist sectors. It attracts a very low proportion of comparison goods expenditure generated locally. As around 90% of expenditure generated in the Bradford on Avon area is spent in other towns, there is considerable scope for new shopping facilities to ‘clawback’ some of that expenditure.
Visitor Perceptions
7.18 As part of the household survey, respondents who visited the five West Wiltshire town centres were asked about their views on the centres. The following provides a summary of the results:
• Respondents are critical of the range of shops in all five town centres. Melksham and Westbury received the most criticism. A lack of specialist or quality shops was also identified in the town centres, although a lack of quality shops was not an issue with visitors to Bradford on Avon; • General dissatisfaction with the traffic problems in Bradford on Avon stand out but, notably, traffic-related problems are not perceived to be a significant issue in the other four centres; • The lack of leisure and entertainment facilities in Trowbridge is also a focus for criticism. A significant proportion of residents indicated that they would visit Trowbridge town centre more often if it had a cinema or other leisure facilities; and • Improvements in supermarket provision were not high on the agenda of visitors to any of the centres.
Accommodating Growth
7.19 The sequential approach should be applied in selecting appropriate sites for allocation within the centres, where a need for additional shopping facilities has been identified. The sequential approach requires locations to be considered in the following order: Sites within existing defined
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centres, followed by edge-of-centre locations, and then out-of-centre locations with preference given to sites which are or will be served by a choice of means of transport and which are close to the centre and have a high likelihood of forming links with the centre.
7.20 Sites should be sought which can accommodate the level of retail floorspace required and are capable of attracting retailers which will broaden the range and choice of shopping facilities. If sites are not within existing centres, they should be well-related to the centre and designed to encourage pedestrian movement between the new and the existing stores. In the interest of improving vitality, new development on allocated sites should preferably contain other appropriate town centre uses in addition to retail uses.
Centre Definitions
7.21 The West Wiltshire District Plan First Alteration currently defines a Commercial Area Boundary and, within this, a Primary Shopping Frontage for each of the five town centres. For consistency with PPS6, and for the application of policies on the location of retail development, it is recommended that each town centre has the following definitions and boundaries set out on the proposals maps:
Primary Shopping Frontage – frontages containing a high proportion of A1 retail uses.
Primary Shopping Area – the area comprising the Primary Shopping Frontage and those secondary frontages which are closely related to the Primary Shopping Frontage.
Town Centre – the area including the Primary Shopping Area and areas containing predominantly leisure, business and other main town centre uses adjoining the Primary Shopping Area.
7.22 In the smaller towns which do not have significant leisure, business or other town centre uses, the ‘Town Centre’ may not extend far beyond the Primary Shopping Area. In Westbury, for example, the Commercial Area Boundary as defined in the Local Plan approximately defines the extent of the Primary Shopping Area and there are few other town centre uses extending beyond this area. However, in Trowbridge, County Hall and the Library fall outside the area which would be defined as the Primary Shopping Area but are both within the wider Town Centre.
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Overall Conclusion
7.23 West Wiltshire has a network of centres serving an important role in meeting shopping needs across the District. Higher order centres, particularly Bath City Centre, have a strong influence over shopping patterns within the District, and this is likely to continue as pipeline developments broadening their appeal are planned.
7.24 However, in order to maintain and bolster the vitality and viability of the five West Wiltshire town centres, it is recommended that the Council seek to facilitate additional comparison goods facilities in each centre through their Local Development Framework. New development should be appropriate in scale to each centre’s role in the retail hierarchy.
7.25 The need for additional convenience goods floorspace varies across the District. There is no need for additional facilities in Trowbridge, and there is limited expenditure capacity to support new floorspace in Melksham and Warminster. However, there is scope for increasing convenience goods expenditure retention levels in Bradford on Avon and Westbury through broadening the retail offer.
Page 71 West Wiltshire Retail Needs Study Appendix A
Plan showing Study Area and Survey Zones West Wiltshire Retail Needs Study Appendix B
Household Survey West Wiltshire Retail Needs Study Appendix C
Pedestrian Count Data West Wiltshire Retail Needs Study Appendix D
Focus Database of Retailer Requirements West Wiltshire Retail Needs Study Appendix E
Statistical Tables