JWPlanning

Proposed Retail Development Fir Covert Road, Taverham

Retail Impact Assessment for

M.Scott Properties Ltd

August 2013

Contents

1 Introduction ...... 3 Scope of Assessment ...... 3 Proposed Foodstore ...... 3 Lifestyle Leisure Unit ...... 3 The Application Site ...... 4

2 Retail Planning Policy Context ...... 5 National Planning Policy Framework (NPPF) ...... 5 Broadland District Local Plan (Replacement 2006) ...... 6 LDF Joint Core Strategy 2011 ...... 7 Broadlands Site Allocations DPD ...... 8 GVA Retail Study 2007 ...... 9

3 The Shopping Hierarchy ...... 10 Sub-regional Shopping Hierarchy ...... 10 Local Shopping Hierarchy ...... 13

4 Quantitative Retail Impact Assessment ...... 18 Methodology ...... 18 Catchment Area Population and Expenditure Forecasts ...... 18 Proposed Foodstore ...... 19 Proposed Lifestyle Leisure Unit ...... 23

5 Conclusions ...... 26

Appendices

1 Retailer representation in Surrounding Village Centres 2 Catchment Area Plans 3 Quantitative Retail Expenditure and Impact Tables

1 Introduction

Scope of Assessment

1.1 This retail impact assessment (RIA) has been undertaken by JWPlanning (JWP) supported by Iceni Projects in support of a planning application for new retail development, including a foodstore and ‘lifestyle leisure’ unit, at Fir Covert Road, Taverham.

1.2 The RIA has been undertaken in accordance with the requirements of national planning guidance and local planning policy, which are described in Section 2. It is to be read in conjunction with the Planning Statement prepared by Scott Properties, as well as the Transport Assessment (TA) prepared by Cannon Consultants.

Proposed Foodstore

1.3 The foodstore proposal is described in the Planning Statement, and is summarised here. The floorspace and format of the proposed store is designed to meet the needs of a quality foodstore trader, but the application is not tied to a specific operator. The gross floorspace applied for is 4,181 sq.m. (45,000 sq.ft.). An illustrative breakdown of how the floorspace would be used is provided in Table A below and Appendix 3 Table 5.

Table A. Proposed Store Floorspace Breakdown Gross Sales

Floorspace Floorspace

Convenience Goods 1,951 sq.m.

Comparison Goods 836 sq.m.

Total 4,181 sq.m. 2,787 sq.m.

Sales floorspace represents 67% of gross floorspace. Convenience and comparison goods sales areas have been estimated on the basis of a floorspace ratio of 70/30.

Lifestyle Leisure Unit

1.4 The lifestyle leisure’ unit proposal is also described in the Planning Statement, and is summarised here. 1.5 The type of retailing and associated uses will be similar to that already present in Fir Covert Road. It will part of a managed mixed-use unit of 3,252 sq.m (35,000 sq.ft) including a number of retailers operating on a franchise basis. The retailers will be specialist businesses (mostly independent) similar to those currently present within Fir Covert Road.

1.6 They range of Class A1 retail uses for consideration are described in the Planning Statement, and are likely to be focussed on:

§ Leisure / outdoor products; § Country clothing and footwear; § Camping equipment; § Gifts / homeware; § Specialist foodstuffs and local produce.

1.7 An illustrative breakdown of how the floorspace of the lifestyle leisure unit would be used is provided in Table B below.

Table B. Proposed Lifestyle Leisure Unit Floorspace Breakdown Gross Net

Floorspace Floorspace

Class A1 Retail 1,904 sq.m. (65%)

Class A3 Eating & Drinking 293 sq.m (10%)

Class B1 Offices 585 sq.m. (20%)

Cookery School 147 sq.m (5%)

Total 3,252 2,927 (100%)

Net floorspace 90% of gross

The Application Site

1.8 The application site and its surroundings are described in full in the Planning Statement. The site lies on the western edge of the built-up area of Taverham, close to existing commercial uses on the western side of Fir Covert Road, with a direct frontage onto Fir Covert Road. The location status of the site in planning policy terms is ‘out-of-centre’.

2 Retail Planning Policy Context

2.1 The planning policy context for the application proposal is described in full in the Planning Statement. We identify below national retail planning guidance and local retail planning policies, which have provided the context for the RIA.

National Planning Policy Framework (NPPF)

2.2 The National Planning Policy Framework (NPPF) was published on 27 March 2012, and has replaced earlier PPSs and PPGs.

2.3 In broad terms the NPPF reiterates the former PPS4 retail policy, but in a more streamlined form with some modifications. Paragraph 23 restates the need for planning policies to be positive, promote competitive town centre environments, and sets out policies for the management and growth of centres over the plan period.

2.4 Paragraph 24 requires a sequential assessment for proposals that are not in a centre and not in accordance with an up-to-date development plan. The overall principles of the sequential assessment have been carried forward from PPS4, including a need for applicants and local planning authorities to demonstrate a flexible approach. The only differences are minor. These include the omission of any explicit requirement to address the viability of sequential sites, and inclusion of a statement indicating that preference is to be given to edge-of-centre and out-of-centre sites that are well connected to town centres.

2.5 Paragraph 26 specifies impact assessment requirements:

“When assessing applications for retail, leisure and office development outside of town centres, which are not in accordance with an up-to-date Local Plan, local planning authorities should require an impact assessment if the development is over a proportionate, locally set floorspace threshold (if there is no locally set threshold, the default threshold is 2,500 sq m). This should include assessment of:

• the impact of the proposal on existing, committed and planned public and private investment in a centre or centres in the catchment area of the proposal; and

• the impact of the proposal on town centre vitality and viability, including local consumer choice and trade in the town centre and wider area, up to five years from the time the application is made. For major schemes where the full impact will not be realised in five years, the impact should also be assessed up to ten years from the time the application is made.”

2.6 Paragraph 27 requires that:

“Where an application fails to satisfy the sequential test or is likely to have significant adverse impact on one or more of the above factors, it should be refused.”

DCLG Practice Guidance on Need, Impact and the Sequential Approach

2.7 The Department of Communities and Local Government (DCLG) Practice Guidance on Need, Impact and the Sequential Approach was originally published in December 2009, in conjunction with Planning Policy Statement 4: Planning for Sustainable Economic Growth. PPS4 was replaced upon publication of the National Planning Policy Framework in March 2012. However, it is our understanding that the Practice Guidance remains in force where it does not conflict with the NPPF. Where there is a perceived conflict between the NPPF and the Practice Guidance, the NPPF should take precedence.

2.8 The RIA has been undertaken in accordance with both the requirements of the NPPF and the Practice Guidance.

Broadland District Local Plan (Replacement 2006)

2.9 The Broadland District Local Plan (Replacement) was adopted on 22 May 2006. The policies of the Local Plan will in due course be superseded by the Local Development Framework (LDF). We refer below to relevant ‘saved’ policies of the Plan.

2.10 The shopping objectives of the Local Plan are stated as being:

(i) “To protect and enhance the role of the Norwich area as a regional shopping centre providing for a full range of modern retail outlets in appropriate locations

(ii) To secure and promote local shopping facilities in appropriate locations

(iii) To encourage retail development which is environmentally sustainable

(iv) To protect the vitality of the designated retail areas in the market towns, large villages and the local centres of the Norwich Policy Area”

2.11 The most relevant policy applying to the application proposal for a new large foodstore is Policy SH04, which says:

“No specific provision is made in the local plan for additional major convenience goods floorspace. Proposals for new floorspace or extensions to existing stores outside or on the edge of existing centres will only be permitted if the following criteria are met:

(a) The need for the floorspace proposed has been demonstrated in both qualitative and quantitative terms

(b) The proposal is consistent with the sequential approach to site selection

(c) The proposals would not undermine plans for new investment in or revitalisation of existing shopping centres or their fringes or on any plans for the provision of new local shopping facilities

(d) The proposals could be accessed by a range of non-car modes of transport, in line with government guidance, and are conveniently located in relation to a substantial area of existing or proposed residential development.

(e) The proposals will not significantly harm the vitality or viability of existing shopping centres (f) The proposals do not involve the loss of employment land

(g) Where proposals are permitted conditions will be imposed to restrict the range of goods that can be sold from both new and extended convenience goods stores. Conditions will also be imposed to prevent the subdivision of units. (Objectives 2, 3, 4).”

2.12 The supporting text (paragraphs 6.12- 13) explains the reason for the policy.

6.12 The Broadland part of the Norwich Policy Area is currently well served with large convenience goods stores. There are stores at Hellesdon (Asda), Sprowston (Tesco), Old Catton (Somerfield) and Thorpe St Andrew (Sainsbury’s). The majority of the population of the District near Norwich already has access to a large store of this kind so it is not considered necessary to specifically identify sites for further stores. ……..

6.13 However if market forces indicate that further/alternative sites would be viable, applications will be considered in the light of the above criteria. In assessing the acceptability of proposals their effect on the viability and vitality of existing local shopping centres, planned investment in or on the edge of shopping centres, or other proposals for local shopping development in such centres will be taken into account. The District Council will therefore expect any proposals for large convenience goods stores, including supermarkets, superstores and warehouse clubs that share many retail characteristics to be accompanied by a shopping impact study assessing:

(a) Characteristics and predicted changes in population and expenditure within a defined catchment based, for example, on drive time isochrones.

(b) Assessment of the likely turnover of the proposal, and of relevant existing facilities.

(c) The likely effect on the quality and variety of convenience retailing in the area.

(d) The likely effect on trade in nearby retailing centres, including the range of services available in those centres.

(e) The likely effect on known plans for other shopping development in nearby centres.

(f) The likely effect on the prospects for redevelopment of other areas allocated for shopping development in local plans in the Norwich Policy Area.

(g) A qualitative assessment of the site of the proposal in terms of its suitability for retailing, and a qualitative assessment of existing facilities relevant to the proposal.

Such assessments will be expected to take into account any other commitments to major convenience goods stores in the area. It is important that larger retail developments are readily accessible by foot, cycle and public transport, thus reducing the reliance on private car journeys for shopping trips. Extensions to major stores have similar implications to the establishment of new stores. Both extensions and proposals for new floor space should not involve the take up of employment land as the Council wishes to maintain an adequate supply of such land for which the supply is limited in relation to the demand.”

2.13 Policy SH04 criteria a), c), and e) are addressed in this RIA, as are the issues a) to g) identified in paragraph 6.13. The remaining criteria are covered in the Planning Statement and TA.

2.14 In respect of Policy SH04 criterion a) it should be noted that the test of ‘need’ is no longer applicable by virtue of new national guidance, which has removed this requirement.

LDF Joint Core Strategy 2011 2.15 The LDF Joint Core Strategy prepared by the Greater Norwich Development Partnership (GNDP) covers a substantial area surrounding Norwich, including the administrative areas of Norwich City, and parts of Broadland and South Norfolk District Councils. It sets the principles for future development in this area up to 2026, which in 2007 had a population of 372,500. Norwich City, South Norfolk District, and Broadland District Councils resolved to adopt the Core Strategy on 22 March 2011.

2.16 Being concerned with strategic principles, the content of the Joint Core Strategy is less specific in its requirements of the application proposal. Taverham falls within the spatial ambit of Policy 12 covering ‘The remainder of the Norwich urban area, including the fringe parishes’. Policy 12 lists opportunities that will be sought throughout the suburban area and fringe parishes. These include – retaining and improving local services, and protecting and enhancing local and district centres.

Broadlands Site Allocations DPD

2.17 The Broadlands Site Allocations DPD is part of the LDF. A Preferred Options Document for consultation was published in July 2013 and allocates areas of land for specific types of development.

2.18 In respect of Taverham the document identifies a ‘settlement limit’, which lies wholly to the east of Fir Covert Road and therefore does not include the application site or the existing contiguous retail development.

2.19 The application site is identified with the reference PO58-01, and described as follows:

Land at Fir Covert Road, Taverham (approx. 4.5ha) is allocated for commercial purposes. This will accommodate employment B1, B2 & B8 uses, retail A1,A2, A3, & A4 uses and community facilities D1 & D2 uses.

Delivery It is expected that development of the site will be progressed to a planning permission within 2 years from adoption of the Development Plan Document. It is expected that development will then commence within a further 3-5 years.

2.20 The Draft DPD then identifies Guidelines for development, the first two of which are:

• It will need to comply with relevant policies in the Development Plan and the National Planning Policy Framework. • Retail or town centre uses may require a sequential assessment to be undertaken, depending on the scale of the proposed use.

2.21 Information on the reasons for allocating the application site is contained within the DPD Planning Assessment document. The site is considered to be “a reasonably accessible location for commercial uses on the site serving the population of Taverham and the surrounding area”. The allocation for commercial use is stated as contributing to meeting the Core Strategy requirement for job creation. Retail uses may be considered appropriate, but “larger scale A1 retail uses may require a sequential assessment to be undertaken”.

2.22 The logic and justification for the latter requirement is a little difficult to understand, as larger units are the least likely to be capable of being accommodated in more central locations.

GVA Retail Study 2007

2.23 The GVA Retail Study 2007 provides the evidence base for the LDF Joint Core Strategy. Although the Study is not a policy document, we refer to it here, as we have drawn on relevant material from it for the purposes of the RIA.

2.24 In particular we have noted the findings in the Section of the Study covering the convenience turnover performances of stores. These are summarised in Table 12.5, which shows that the out-of-centre stores combined (Tesco Harford Bridge, Lidl Aylsham Rd, Asda Hellesdon, Sainsbury’s Longwater, and Budgens, Drayton) are trading strongly. GVA found that the stores were achieving overall sales density of £14,279 per sq m compared with an overall average sales density of £10,695 per sq m. This is a performance above benchmark of some 34%.

2.25 More specific information on individual stores can be obtained from the Appendices to the GVA report, from which we have reproduced the information in Table B below. These show the strong performance of both Asda Hellesdon and Sainsbury Longwater, but that Budgen Drayton appeared to be under-trading. The Budgen store at Drayton has since been extended and taken over by Tesco.

Table B. Store Convenience Goods Performances at 2006 Store Benchmark Actual Variation

Asda Hellesdon £49.3m £66.5m +35%

Sainsbury Longwater £24.4m £32.6m +34%

Budgen Drayton £2.8m £2.3m -21.7%

Source: GVA Retail Study 2007, Appendix 9 Tables 15, 17, 27 and 32.

2.26 In our experience estimates of the actual turnover of stores based on the findings of household interview surveys are subject to margins of error. However, the overall message that both Asda Hellesdon and Sainsbury Longwater are trading strongly is clear.

2.27 GVA undertook detailed qualitative assessments of retailing provision within the Study Area. We have drawn on some of their qualitative findings in respect of shopping centres and other facilities that remains valid – see the following Section 3. 3 The Shopping Hierarchy

3.1 The application proposal consists of two retail components, a foodstore and specialist leisure retailing, the trading patterns and catchments of which are different. The former caters for more frequent shopping trips from a closer catchment area. The latter attracts less frequent trips, from further afield.

3.2 We first describe the sub-regional shopping hierarchy with which the specialist leisure retailing would compete for its trade. We then describe in more detail the retail centres and shopping facilities closest to the application site, from which the proposed foodstore would compete most strongly for its trade.

Sub-regional Shopping Hierarchy

Norwich City Centre

3.3 Norwich City Centre lies some 11 kms to the south east of the application site. It is a strong regional shopping centre currently ranking number 13 in the UK in the Javelin Venuescore Index.

3.4 Paragraph 6.2 of the GVA 2007 Study describes the structure of the City Centre:

“The city’s Primary Retail Area comprises a number of distinct retail areas encompassing the historic city centre (including Chapelfield and Castle Mall shopping centres), Riverside Retail Park and a Sainsbury’s store located to the south of Queens Road. Cathedral Retail Park also falls within the city centre boundary and is defined as a Secondary Retail Area. The retail area around Anglia Square and Magdalen Street falls within the city centre boundary but is separated from the primary retail area by the River Wensum. This area is defined separately in the Local Plan as a large district centre.”

3.5 The GVA Study notes the City Centre comparison goods floorspace (excluding Anglia Square and the comparison goods floorspace of the Morrison and Sainsbury) as 180,713 sq m net (GVA Appendix 8 Table 12).

3.6 GVA’s summary findings (paragraphs (6.50-6.54) in respect of the City Centre remain valid:

“Norwich is a major Regional Centre and draws trade from an extensive catchment across Norfolk and the wider region. It has an attractive environment with architecture dating from the medieval period. The centre has a unique identity and character, attracting tourists and visitors throughout the year.

3.7 The City Centre has a strong comparison offer with an excellent mix of independent and national multiple retailers. Comparison goods traders include the national department stores of John Lewis, House of Fraser, and Debenhams, as well as the independent Jarrold.

3.8 In addition to the historic streets and 160 stall permanent market, there are two shopping malls – Castle Mall and Chaplefield. The latter in particular includes well known High Street fashion retailers such as French Connection, River Island, Monsoon and Mango. Independent specialist traders predominate in the medieval alleys, which include the St Giles / Pottergate area, Elm Hill, and Timberhill.

3.9 Reflecting its regional status and dominance within the area, the GVA household interview survey found that the City Centre drew 44% of available comparison goods expenditure from the GVA defined Study Area (the next highest percentages being 7.7% attracted to Lowestoft and Great Yarmouth respectively).

3.10 There are two retail parks on the edge of the City Centre – Cathedral Retail Park and Riverside Retail Park. The latter, in addition to a range of comparison goods traders, includes a cinema and other health and leisure facilities.

3.11 There is limited foodstore provision within the City Centre itself. However, the market provides a good range of food products and there are some high quality delicatessens and specialist food stores.

Norwich Anglia Square

3.12 Anglia Square lies just outside the City Centre to the north of the inner ring road (St Crispin’s Road), and between Magdalen Street and St Augustine’s Street.

3.13 The Centre was constructed as a shopping mall in a style characteristic of the time (1970s), but has failed to stand the test of time. It is currently subject of redevelopment proposals.

3.14 The GVA Study notes the Anglia Square comparison goods floorspace as 9,773 sq m net (GVA Appendix 8 Table 12).

3.15 The centre comprises a mix of lower order and value retailers in a poor somewhat tired environment. It has a weak convenience offer and a significant proportion of vacant floorspace in Anglia Square itself and the surrounding streets. The largest retailer in the centre is Roys of Wroxham, selling a range of ancillary non-food goods (such as clothing and household products). The centre also includes a cinema.

Norwich Out of City Centre Provision

3.16 There are a number of relatively modest sized district / local centres within the Norwich urban area. We describe below under the heading ‘Local Shopping Hierarchy’ those centres within the north western sector of the City with which the proposed supermarket could therefore compete for trade.

3.17 The principal out-of-centre retail parks in Norwich selling comparison goods are as follows:

• Sprowston Retail Park – 10,832 sq.m net, 4 kms north east of the City Centre • Sweet Briar Retail Park – 5,804 sq.m net, 3 kms to the west of the City Centre • Hall Road Retail Park – 12,694 sq.m net, south of the City Centre • Longwater Retail Park – 13,309 sq.m net on the western side of the City

3.18 The GVA Study Appendix 8 Table 34 identifies the out-of-centre net comparison goods floorspace as 63,634 sq.m. This floorspace is focussed on comparison bulky goods trading and would therefore give rise to limited competition only with the specialist leisure retail facility proposed.

Wymondham

3.19 Wymondham is an attractive historic market town located 24 kms to the south of the application site. In 2001 the town had a population of 12,539.

3.20 The GVA Study notes the comparison goods floorspace of the town centre as 4,488 sq m net (GVA Appendix 8 Table 12).

3.21 The town centre is focussed on Middleton Street, Market Street and Market Place. The principal multiple shops in the centre are Boots, Somerfield, and Threshers. There is also a small Jerrold’s department store on Middleton Street, which is popular with shoppers.

3.22 The majority of retailers in the town are independent traders operating from small traditional retail units. The town has a wide range of service uses including a number of high street banks, hairdressers, restaurants and takeaways. Wymondham’s retail provision is enhanced by a weekly Friday market which sells a range of goods including food, ladies wear, household products, and other items. There is also a monthly farmer’s market.

3.23 The dominant convenience goods provision in the town is an out-of-centre Waitrose foodstore on the Norwich Road.

Dereham

3.24 Dereham is a large market town located some 25 kms to the west of the application site. In 2001 the town had a population of 15,659.

3.25 The historic town centre is focussed on High Street, Norwich Street, and Market Place.

3.26 The town centre contains a wide range of comparison shops and services. Multiple traders include Boots, Argos, Edinburgh Woollen Mill, Wilkinson, and Poundland. In addition there is an independent department store (Palmers), as well as Roys of Wroxham and a QD store. There is a good range of independent retailers and services, including some clothing/fashion boutiques (Pussy Catz and Yours).

3.27 An NLP Retail Study for Breckland District Council (2007) notes the Dereham town centre comparison goods floorspace as 12,400 sq.m net.

3.28 Outside the town centre, close to the A47 are large Tesco and Roys of Wroxham stores.

Aylsham

3.29 Aylsham is an historic market town, which lies some 15 kms to the north of the application site. In 2001 the town had a population of 5,504. 3.30 The principal shopping streets are Market Street and Red Lion Street, within which independent comparison goods retailers and services predominate. They mostly trade in comparison goods that are purchased on a day-to-day basis, but do include some boutique style shops e.g. The Little Clothes Shop, and Blossom and Green (clothes).

3.31 The GVA Study notes Aylsham as having a comparison goods floorspace of 1,378 sq m net (GVA Appendix 8 Table 12).

3.32 The town has a good convenience goods and services offer. The principal convenience stores in the town centre include a Budgens in Norwich Street and small Co-Op in Market Place.

3.33 The largest convenience outlet is Tesco located just to the south of the town centre on Norwich Road. The store has a net floorspace of 1,672 sq.m. and trades predominantly in convenience goods. It appears to trade well serving residents of Aylsham and the surrounding area.

Local Shopping Hierarchy

3.34 In this section we describe the retail centres with which the proposed foodstore would principally compete. In Appendix 1 we have also included the findings of a survey of retail and service uses within all the settlements surrounding the application site undertaken in 2012. This lists all retail and service uses present, noting also those that have been lost since a previous survey undertaken in 2011. A striking feature of the survey is the lack of vacant premises within the centres.

Taverham / Drayton

3.35 The linked settlements of Taverham and Drayton lie closest to the application site. The population of Taverham parish is approximately 10,400, and of Drayton approximately 5,600. Within the Taverham / Drayton area shopping facilities are limited for a settlement of its size.

3.36 Drayton Village Centre is identified in the Broadlands Local Plan Policy SH03 as a Local / Village Centre. It lies some 3 kms from the application site. It now serves a very limited shopping function, but because of its historic role as the centre of the village and its location on the main Fakenham Road, the facilities present draw from more than a local catchment. This is illustrated by the specialist character of the butchers and patisserie, and by the presence of Barclays Bank. The facilities present are:

§ florist (Oops a Daisy); § Spar CTN / post office (Drayton stores): § Barclays Bank; § Cafe Francais Patisserie; § Butcher EE Pratt& Co; § Two public houses; and § Spar forecourt shop at petrol filling station.

3.37 There are neighbourhood facilities at Victoria Road Taverham, with limited off-street parking at the front of the parade. These provide for the day-to-day needs of local residents. The following facilities are present: § One Stop convenience store – 139 sq.m. sales floorspace; § Hairdressers; § Charity shop; and § Hot food take-away.

3.38 Within Thorpe Marriot there is a small planned neighbourhood centre with service and community facilities (including The Otter Public House) and a dedicated off-street parking area. The centre clearly serves the day-to-day shopping needs of Thorpe Marriot residents. It includes:

§ Tesco Express – 91 sq.m. sales floorspace; § Beautician § Fish and Chip shop; and § Thai food take-away.

3.39 The largest foodstore in Taverham is a recently opened Tesco on Fakenham Road – 2,027 sq.m. gross floorspace. It lies approximately 300m to the west of Drayton Village Centre and just under 3 kms from the application site. The store was previously occupied by Budgens, since when it has been extended to its current gross floorspace. The store has a limited range only of comparison goods – health and beauty, stationery, CDs, etc. At the time of our visit the store was moderately busy and the car park well occupied.

3.40 Further west on Fakenham Road, approximately 1 kms from the application site, is a small group of facilities on either side of the road, including;

§ Tesco Express - 146 sq.m. sales floorspace § Lloyds Pharmacy; § Silver Fox, public house / restaurant; § Chinese restaurant; and § fish and chip shop

Although, because of their location on the Fakenham Road, there may be some passing spontaneous purchases, these facilities predominantly serve local walk in trade, and there is limited off-street frontage car parking only.

3.41 Off Fir Covert Road adjacent to the application site there is a substantial amount of retail development, consisting in large part of ‘outlet type’ traders and services, mostly (but not all) independents. The traders occupy purpose-designed buildings in a setting, which has evolved over a period of time, but which was subject of a Regularisation of Uses (Mixed Use Garden Centre and Retail) planning consent in November 2009 (see Planning Statement). The traders present include:

§ Taverham Nursery Centre – garden centre; § Sport Link – sportswear; § Kris Ella – children’s-wear; § Pavers shoes; § Pamela Janes – specialist confectionary; § Fine Things – dress agency; § Alterations Express – tailor; § Picture this – art; § Whispers Boutique; § The Kitchenary – kitchen products; § Sew Simple; § Country Corner – furniture; § Taverham Angling; § Taverham Conservatories; § Norfolk Farm Shop; § Chocolatier.

3.42 Fir Covert Road has developed into an important retail destination, with the specialist retailers and services present drawing customers from a wide catchment. Furthermore these independent retailers and services play an important role in the local economy. The application proposal would have the effect of drawing more shoppers to the Fir Covert Road area, and in our opinion would therefore provide a stimulus to the local economy.

Horsford

3.43 Horsford lies approximately 6 kms to the east of the application site and in 2001 had a population of 3,965.

3.44 There are very limited shopping facilities in Horsford, all of which lie on the main thoroughfare – Holt Road. The principal store is a Co-Op foodstore with a 267 sq.m. sales area. The only other convenience shops are a butchers (Keeler), baker, and beauty salon. There is a limited amount of off-street parking serving these shops. The foodstore performs a ‘basket shopping function, and clearly many Horsford residents undertake their main food shopping outside the village.

Hellesdon - Sweet Briar Road

3.45 Hellesdon has a more urban character than Taverham / Drayton, having been developed as part of the City urban area. Shopping provision is dominated by an Asda store at Sweet Briar Road. The Asda store has a sales floorspace of 5,384 sq m net, of which approximately 35% is devoted to comparison goods. In common with Asda’s business model for this size of store, comparison goods include a wide range of men’s and ladies clothing, children’s wear, household furnishings and accessories, toys, hardware stationery and CD’s etc, with a mass market focus. There is a fast food restaurant (McDonalds), and substantial dedicated parking. At the time of our visit the store was busy, which is consistent with the findings of the GVA Retail Report 2007.

3.46 Other retailing in Hellesdon area is of a more traditional street frontage type, with a particular focus in Reepham Road / Middleton’s Lane. Shops in this area include newsagents, chemist, fresh produce and butchers. The Dixon Centre on Reepham Road consists of numerous independent traders selling a wide range of comparison goods in a market type environment. There are Tesco Express stores and Premier small foodstores in Holt Road and Fifers Lane, as well as a Co-Op at Middleton Lane. Drayton Road / Mile Cross Road

3.47 The Drayton / Mile Cross shopping Centre lies approximately 9 kms to the south-east of the application site within the urban area of Norwich. For the most part it provides a local shopping centre function consisting of two parades of retail units (predominantly convenience) facing but set back from the crossroads, with residential units above. The principal unit is a Lidl foodstore located on the opposite side of the road from the other shops.

3.48 The GVA Study identifies the total net retail floorspace of the centre as 1,291 sq.m (GVA Table 8.1) and the net convenience goods floorspace as 1013 sq of which the Lidl store is 625 sq.m net (GVA Appendix 9 Table 32).

Aylsham Road

3.49 Aylsham Road Centre lies approximately 9.5 kms to the south-east of the application site. It consists of local shops convenience shops (including a small Co-Op) and services fronting Aylsham Road. Close-by is a Lidl Store. The centre is a little run down.

3.50 The GVA Study identifies the net convenience goods floorspace of the centre (excluding Lidl) as 508 sq.m and the Lidl store as 1280 sq.m (GVA Appendix 9 Table 32).

Longwater - Sainsbury

3.51 The Sainsbury foodstore at Longwater lies just outside the 15-minute drive band from the application site, in a highly accessible close to a junction of the A47 Norwich Southern By- pass.

3.52 Because the store is on the opposite (southern) side of the River Wensum Valley, roads links with Taverham are less good. However, the Sainsbury store is undoubtedly a popular destination for Taverham residents.

3.53 The store has a sales floorspace of 4,610 sq m net, of which approximately 35% is devoted to the sale of comparison goods. Similar to Asda Hellesdon, Sainsbury Longwater has a wide range wide range of men’s and ladies clothing, children’s wear, household furnishings and accessories, toys, hardware stationery and CD’s etc. It also has a pharmacy, Timpson’s franchise and cafe (at mezzanine level. At the time of our visit the store was well patronised, which again is consistent with the findings of the GVA Retail Report 2007, to which we have referred in Section 2. .

Longwater Retail Park

3.54 Adjacent to the Sainsbury store is the Longwater Retail Park containing retail warehouses primarily of a bulky goods nature. Retailers include – The Range (home and garden products), Argos, Staples, Pets at Home, Dreams, and Next.

Costessy / Bowthorpe

3.55 Within Costessy / Bowthorpe there are substantial residential areas, most of which lie outside the 15 minute drive time from the application site. Most of the retail facilities are small-scale serving a local catchment, examples being on the Norwich Road in Old Costessy, where there is a small Co-Op plus other small neighbourhood facilities.

3.56 The Bowthorpe Centre is a purpose-built district centre dating from the 1980s. It is anchored by a Roys superstore, which mainly sells convenience goods and has a net floorspace of 2,081 sq.m. There is also a range of comparison stores including an including an electrical store (Hughes) and Blockbuster, as well as a baker, services and community facilities.

3.57 The GVA Study identifies the total net retail floorspace of the centre as 3,042 sq.m (GVA Table 8.1) and the net comparison goods floorspace as 315 sq m net (GVA Appendix 8 Table 12).

3.58 An Aldi discount foodstore (790 sq.m. net) is located at the junction of the A1074 Dereham Road and Larkman Lane.

Reepham

3.59 Reepham is a large village with an attractive historic centre lying some 11 kms to the north- west of the application site. In 2001 the village had a population of 2,455.

3.60 The shops are focussed on Market Place and immediately surrounding streets, and interspersed by residential properties. .They are mostly of a convenience nature supported by local services. However, there are some specialist outlets e.g. a ladies fashion shop and bridal shop. The principal foodstore is a Spar having 176 sq.m net convenience floorspace only. The GVA Study notes Reepham as having 430 sq.m net convenience and 441 sq.m net comparison floorspace (GVA Appendix 9 Tables 34 and 12). 4 Quantitative Retail Impact Assessment

Methodology

4.1 The quantitative impact assessment is based upon a commonly accepted methodology, involving the following steps.

(i) Definition of catchment areas within which the proposed foodstore and retail leisure facility would draw most of their trade;

(ii) Assessment of population and retail expenditure (convenience and comparison) at a base and test years;

(iii) Assessment of the convenience and comparison turnovers of the proposed foodstore and leisure retail facility;

(iv) Identification of shopping centres/facilities from which the proposed store and leisure retail facility would draw trade and assessment of their turnovers at the test years;

(v) Assessment of the proportions of the proposed store turnover and leisure retail facility (convenience and comparison) drawn from shopping centres/facilities, and assessment of the consequent trade impact on centres/facilities.

4.2 The quantitative assessment is set out in tabular form in Appendix 3.

Catchment Area Population and Expenditure Forecasts

4.3 Tables 1-3 of the Appendix 3 provide population and expenditure forecasts (convenience and comparison goods) for 10, 15, 20, and 30 minute drive-time distances from the application site. This information is derived from a Pitney Bowes Local Report (August 2013).

4.4 The drive bands are based on the existing road network. They cannot allow for implementation of the Northern Distributor Road, the details and junctions of which are still under consideration.

4.5 All monetary figures are at 2010 prices. The Pitney Bowes retail expenditure per head information (Appendix 3 Tables 2A and 2B) is based at 2010, and grown to 2013. Retail expenditure per head growth for convenience and comparison goods is derived from national forecasts contained in Pitney Bowes Retail Expenditure Guide 2012-2013, November 2012. For convenience goods these show a growth rate of +0.4% in the years 2010-17, and +1.5% in the years 2018-23. For comparison goods the growth rates are +2.5% in the years 2010- 17, and +4.3% in the years 2018-23. 4.6 Special Forms of Trading (SFT) has been deducted at rates recommended by Pitney Bowes (Retail Expenditure Guide 2012-2013, November 2012) for both convenience and comparison goods (see footnotes to Tables 2A and 2B). SFT includes non-store purchases such as through the Internet, which increases over the forecast period (thus diminishing the spend that would otherwise be available through shops). However, an offsetting allowance is made for internet purchases where the product is actually taken from shop floorspace. This is particularly prevalent with large foodstores and reduces the SFT deduction that would otherwise be made.

4.7 Available comparison goods expenditure increases more rapidly than convenience goods expenditure, because of a greater increase over the forecast period of comparison goods expenditure per head.

Proposed Foodstore

Primary Catchment Area

4.8 Having examined the distribution of population and existing shopping centres/facilities within the vicinity of the application site, it was found that the most realistic PCA for the proposed store was a 15-minute drive band. The principal settlements included within this PCA are - Taverham and Drayton, Horsford, Old Costessy and parts of New Costessy, and Hellesdon. However, we have examined trade impacts on some retail centres/facilities beyond the PCA boundary.

4.9 A plan of the foodstore PCA is attached in Appendix 2. Population and expenditure information for drive-bands beyond the PCA (20 and 30 minute) are shown in Appendix 3 Tables 1-3.

PCA Population and Expenditure Forecasts

4.10 The population and expenditure forecasts (2012-2023) for the PCA are derived from Pitney Bowes. The population forecasts are shown in Appendix 3 Table 1 and are summarised in Table B below.

Table B. PCA Population Forecasts 2013-18 2018-23 2013 2018 2023 change change

0-15 mins 36,851 38,711 +1,860 40,434 +3,583

4.11 Available residents’ convenience and comparison goods expenditure within the PCA are set out in Table C below and Appendix 3 Tables 3A, 3B, and 3C, and are a product of population multiplied by expenditure per head.

Table C. PCA Residents’ Expenditure Forecasts 2013-18 2018-23 0-15 mins 2013 2018 2023 growth growth

Convenience £63.94m £69.19m +£5.25m £77.86m +£8.67m Comparison £99.76m £119.47m +£19.71m £155.51m +£36.04m

Existing Shopping Centre/Facility Turnovers

4.12 Having identified available convenience and comparison goods expenditure within the PCA, we have gone on to identify relevant facilities, from which the proposed store would be likely to draw trade, both within and outside the PCA. These are derived from our appraisal of shopping provision in the area, described in Section 3. The facilities are listed in Tables 4A, 4B and 4C.

4.13 The ‘benchmark’ turnover estimates for the facilities are based on their sales floorspace and ‘benchmark’ sales densities. The floorspace figures are derived mostly from the Institute of Grocery Distribution (IGD) or, in the case of smaller facilities and independents, are JWP estimates. Benchmark sales density figures are from Verdict and Mintel Rankings 2011 or, in the case of smaller facilities and independents, are JWP estimates.

4.14 The benchmark turnovers have been increased over the forecast period at a rate of +0.2% per annum for convenience goods and +1.5% per annum for comparison goods, in accordance with advice in Pitney Bowes Retail Expenditure Guide 2012-2013, November 2012. Tables 4A, 4B and 4C also indicate the proportion of facility turnovers drawn from within the PCA.

Foodstore Turnover

4.15 The purpose of the application proposal is to introduce a large food-based store to Taverham trading in convenience (predominantly food) and a limited range of comparison (non-food) goods. The floorspace and format of the proposed store is designed to meet the needs of the principal foodstore operators, but the application is not tied to a specific operator. As noted in Section 1 the gross floorspace applied for is 4,181 sq.m. An illustrative breakdown of how the floorspace would be used and its likely turnover generation is provided in Table D below and Table 5. The convenience and comparison goods sales densities are based on the average of the top four retailers – Tesco, Asda, Sainsbury’s and Morrison’s. Table 5 also shows how the store might be expected to increase its turnover over the forecast period.

4.16 Having regard to the distribution of population and competing foodstores in the surrounding area, we would expect the proposed store to draw 75% of its turnover from the PCA.

Table D. Proposed Store Floorspace Breakdown and Turnover at 2018 Gross Sales Sales Density Turnover Floorspace Floorspace per sq.m.

Convenience 1,951 sq.m. £14,210 £28.0m

Comparison 836 sq.m. £7,678 £6.92m

Total 4,181 sq.m. 2,787 sq.m. £34.92m

Foodstore Trade Diversions and Impact

4.17 In Tables 6A and 6B we go on to identify the likely origin of the proposed store turnover and the consequent trade impact on the affected facilities at 2018 and 2023.

4.18 The benchmark turnovers of the affected centres/facilities at 2018 in the absence of the proposed foodstore are drawn from Table 4. We are not aware of any commitments within the PCA or nearby.

4.19 The percentage proportions of the proposed store turnover drawn from existing facilities (store trade draw) are estimates, having regard to the offer of the affected facilities and their distance from the proposed foodstore. Shopping patterns at the proposed foodstore will be driven primarily by convenience goods purchases. Hence the trade draw percentage proportions are broadly similar (but not the same) for convenience and comparison goods.

4.20 The monetary diversions of trade from existing facilities are derived from the store trade draw figures affecting each existing facility. The diversions of trade are then expressed as a percentage of the existing facility turnover to give a percentage trade impact for each facility.

4.21 We summarise in Table E below the 2018 trade impacts shown in detail in Table 6A. Table E shows trade impacts on Asda Hellesdon, Sainsbury Longwater, Tesco Drayton, Tesco Aylsham, Drayton Road / Mile Cross Road, and Reepham.

4.22 The principal trade diversions are from Asda Hellesdon and Sainsbury Longthorpe, because they are the existing facilities that are most comparable to the proposed foodstore. There is also a material impact on Tesco Fakenham Road, because although a smaller store it is located within Taverham / Drayton.

4.23 The trade impact on Tesco Aylsham is just under 10%, but on the Aylsham town centre shops is very small, with the only material impact being on Budgen at around 4%.

4.24 Although they are very small, we have, as requested by Broadland DC officers, shown trade impacts for Drayton Road / Mile Cross Road and Reepham. With the exception of the Lidl store, shops at Drayton Road / Mile Cross Road provide local shopping facilities for the surrounding residential areas. The Lidl store serves a wider catchment, but as a discount operator competition with the application proposal for a ‘quality’ foodstore would be limited.

4.25 For a settlement of its size Reepham has a reasonable selection of local and some specialist shops. However, the principal foodstore (Spar) is not a significant destination for main food shopping trips. Hence the limited impact of the application foodstore proposal.

4.26 It is important to note that the trade impacts identified in Tables 6A and 6B are on the estimated ‘benchmark’ turnovers of the existing facilities. To the extent that any affected centres are actually achieving a higher turnover than benchmark, the trade impact would be mitigated. 4.27 We have noted from our own observations that both the Asda Hellesdon and Sainsbury Longthorpe stores appear to be trading well. We have also noted in Section 2 that at 2006 these stores appeared to be trading around 35% above ‘benchmark’ levels (GVA Retail Study 2007). In the case of these two stores therefore, in addition to trade impact on a ‘benchmark’ turnover, Table E shows trade impact on the ‘actual’ turnover of the stores. We have allowed for ‘actual’ turnovers that are 25% above ‘benchmark’ levels. This is a conservative estimate as compared with the 35% above ‘benchmark’ figure found by GVA in 2006.

4.28 It can also be seen from Table E that on the basis of Sainsbury and Asda currently trading 25% above benchmark levels, the trade diversion assessed would still leave both stores trading above benchmark levels after implementation of the proposed foodstore - Asda by some £5.53m (£76.66m-£71.13m) and Sainsbury by some £3.61m (£56.09m-£52.48m).

Table E. Benchmark and Actual Trade Impacts at 2018

Benchmark Actual Trade Residual Turnover Trade Impact on Turnover Turnover Turnover Diversion Bench Actual Bench Actual

Asda £71.13m £88.91m £12.25m £58.88m £76.66m 17.22% 13.8% Hellesdon

Sainsbury £52.48m £65.60m £9.51m £42.97m £56.09m 18.12% 14.5% Longwater

Tesco £18.69m £3.52m £15.17m 18.86% Drayton

Tesco £22.26m £2.11m £20.14m 9.5% Aylsham

Drayton Rd / Mile Cross £4.6m £0.07m £4.53m 1.52% Rd

Reepham £3.17m £0.06m £3.11m 1.77%

Note: For all centres other than Asda Hellesdon and Sainsbury Longwater, the trade impacts are shown against ‘benchmark turnovers, which are assumed to equate broadly to actual turnovers.

4.29 We describe the impacts and their consequences in the context of the tests set by national planning guidance and local planning policy in the following section.

Proposed Lifestyle Leisure Unit

4.30 The methodology for assessing the impact of the lifestyle leisure unit broadly follows the methodology of the proposed foodstore, but with greater emphasis on qualitative considerations

Catchment Area

4.31 Having regard to the different and more specialist offer of the lifestyle leisure unit, it is expected to have a much wider catchment than the proposed foodstore which will draw regular custom from a more local catchment.

4.32 We have adopted a 30 minute catchment for the proposed lifestyle leisure unit, which represents the area from it is expected to draw the majority of residents’ expenditure. This catchment has in part been informed by surveys of footfall and shopper origin within the existing retail area at Fir Covert Road. These show the existing facilities drawing the majority of their trade from the Norwich urban area and a rural area extending from Dereham and Wymondham in the south-west to Aylsham and the Broadland District boundary in the north- east.

Catchment Area Population and Expenditure Forecasts

4.33 The population and expenditure forecasts (2013-2023) for the 15 and 30 minutes drive bands centres on the application site are shown in Appendix 3 Table 1 and are summarised in Table F below.

Table F. Catchment Population Forecasts 2013-18 2018-23 2013 2018 2023 change change

0-15 36,851 38,711 +1,860 40,434 +3,583 mins

0-30 314,471 334,875 +20,404 352,675 +17,800 mins

4.34 Available residents’ convenience and comparison goods expenditure within the 0-30 minute catchment area are set out in Table G below and Appendix 3 Tables 3A, 3B, and 3C, and are a product of population multiplied by expenditure per head.

Table G. Catchment Area Residents’ Comparison Goods Expenditure Forecasts 2013-18 2017-23 2013 2018 2023 growth growth

0-15 mins £99.76m £119.47m +£19.71m £155.51m +£36.04m

0-30 mins £851.26m £1,033.54m +£182.28m £1,356.44m +£322.9m 4.35 The very substantial population and therefore expenditure availability in the 20-30 minute drive band and can be seen from the above tables and Tables 1-3 in Appendix 3B. This is due to the inclusion of most of the Norwich urban area within these outer drive-bands.

Turnover Estimate

4.36 We have described the likely trading format of the lifestyle leisure facility in Section 1. The types of trading will be diverse, but of a similar type to that currently existing in Fir Covert Road. It is likely that a limited amount of floorspace will be retailing foodstuffs that, strictly applied, fall within the definition of ‘convenience’ goods, e.g. quality chocolates. Because such floorspace will be very limited in area, and in the interests of not making the statistical analysis unnecessarily complex, we have treated all floorspace as comparison goods. However, in making judgements on the centres from which trade is likely to be diverted, we have had regard to the full range of retail facilities likely to be occupy the lifestyle leisure unit and compared them with the retail offer of existing centres (irrespective of comparison and convenience goods definitions).

4.37 The retail turnover estimate (Class A1) for the lifestyle leisure unit is based on an estimated average sales density estimates for the types and formats of retailing under consideration – £5,000 per sq.m. Based on a Class A1 net retail floorspace of 1,904 sq.m, this would generate a turnover of £9.52m at 2013.

4.38 As with the foodstore proposal, allowance for the turnover to increase over time has been made, based on Pitney Bowes national estimates of average comparison goods sales density increases. This gives a facility retail turnover of £10.26m at 2018 and £11.05m at 2023.

Trade Diversions and Impact

4.39 Comparison of the retail turnover of the lifestyle leisure unit at 2018 of £10.26m with available comparison goods expenditure within the 30 min drive-band at 2018 of £1,033.54m shows that the turnover of the proposed leisure facility will represent a very small proportion only of residents’ comparison goods expenditure within the 30 minute catchment; and a small proportion only of the growth of residents’ comparison expenditure within the 30 minute catchment over the period to 2018 and 2023 – £182.28m and £322.9m respectively (Table G above). This in itself indicates that the quantitative impact on existing shopping facilities will be very small.

4.40 Because of the wide trade draw of the lifestyle leisure unit, trade diversions will be dispersed over a large number of shopping centres/facilities. However, as indicated in Section 3, retailing within the area is dominated by Norwich City Centre, particularly for quality and specialist comparison goods. Because of this the majority of the turnover attracted to the specialist retail facility would otherwise have been spent in Norwich City Centre.

4.41 We have indicated in Table H below the likely scales of diversions from Norwich City Centre and the other principal centres within 30 minutes or so drive time of the application site. The trading impacts on centres are insignificant because the turnovers of the centres from which lifestyle leisure unit would draw most of its trade are so much greater, particularly Norwich City Centre. 4.42 The two smallest centres that we have identified (Aylsham and Reepham) would experience limited impact because they have few facilities with which the lifestyle leisure unit would be in direct competition.

4.43 The estimates of the origin of the lifestyle leisure unit’s turnover from individual centres is based upon the appraisal of the scale and type of retailing present within these centres, which has been described in Section 3. From this, it is possible to deduce the competition that would be experienced from the type of retailing that is likely to be present within the proposed lifestyle leisure unit.

Table H. Lifestyle Leisure Unit Trade Impacts at 2018

Centre Origin of Trade Trade Impact Comparison Leisure Diversion 4.44 As with Turnover Retail Facility the proposed Estimate Turnover foodstore, we describe the Norwich City £1,184.90m 55% £5.64m 0.44% impacts and Centre their consequences Anglia £48.87m 3% £0.31m 0.58% in the context of Square the tests set by national Norwich Out- 336.59m 11% £1.13m 0.31% planning of-centre guidance and Dereham £62.00m 4% £0.41m 0.61% local planning policy in the Wymondham £17.95m 1% £0.10m 0.53% following section. Aylsham £5.51m 0.75% £0.082m 1.30%

Reepham £1.54m 0.25% £0.03m 1.54%

Elsewhere 25%

Total 100% £10.4m 5 Conclusions

5.1 We have referred to the retail policy requirements set by the NPPF and Broadland District Local Plan against which the proposed foodstore and leisure retail facility need to be considered. We have identified that Policy SH04 of the Local Plan is particularly relevant. Furthermore in our opinion Policy SH04 embraces the requirements set out in the NPPF. We therefore focus on the requirements set by the District Local Plan, which are as follows.

The need for the floorspace proposed in qualitative and quantitative terms

5.2 We have noted in Section 2 that the test of ‘need’ is no longer applicable in that new national guidance has removed this requirement. However, in the case of the proposed foodstore, we have noted from the findings of the GVA Retail Study 2007, as well as our own observations, that the two large foodstores closest to Taverham / Drayton are trading strongly and above, benchmark’ levels. This is a clear indicator of quantitative need for the foodstore element of the application proposal.

The proposals are consistent with the sequential approach to site selection

5.3 This requirement is addressed in the Planning Statement.

The proposals would not undermine plans for new investment in or revitalisation of existing shopping centres or their fringes or on any plans for the provision of new local shopping facilities

5.4 The principal investment of which we are aware within an existing centre is at Anglia Square, where there are proposals for reconfiguration and improvements to the centre. As indicated in Section 3, Anglia Square is in need of these improvements.

5.5 Neither the proposed foodstore nor the lifestyle leisure facility would provide any material competition for Anglia Square. Anglia Square is well outside the catchment area of the proposed foodstore. The range and types of goods on offer and the market draw of the lifestyle leisure unit will be different from that of Anglia Square.

The proposals could be accessed by a range of non-car modes of transport, and are conveniently located in relation to a substantial area of existing or proposed residential development.

5.6 The proposed store would be conveniently located on the edge of Taverham / Drayton. Its primary purpose is to serve the shopping needs of Taverham / Drayton residents. There is a population of some 36,800 within a 15-minute drive time, and 17,800 within a 10-minute drive time.

5.7 The nearest large foodstores (Asda and Sainsbury) are located in separate settlements at Hellesdon and Costessy.

5.8 The Fir Covert Road area (although not having ‘centre’ status in terms of planning policy) is a well-established retail destination for a wide variety of goods and services. We have described the current retail offer in Section 3. There are a number of specialist retailers and services present, which draw customers from a wide catchment.

5.9 The lifestyle leisure facility is for a similar type of retailing to that already present in Fir Covert Road, and it will have the effect of strengthening the existing centre, rather than creating a new retail destination.

5.10 The accessibility of the application site is addressed in the Transport Assessment.

The proposals will not significantly harm the vitality or viability of existing shopping centres

5.11 We have undertaken a retail impact assessment in accordance with the requirements of Policy SH04 of the District Local Plan, in particular addressing the technical matters set out in paragraph 6.13 of the Plan.

5.12 In respect of the proposed foodstore, we have found that the principal trade diversions would be from Asda Hellesdon and Sainsbury Longwater. Tesco Fakenham Road Drayton would also experience a significant percentage trade impact; although the trade diversions in monetary terms would be much less, it being a much smaller store. In our opinion the levels of trade impact on these three most affected facilities would not be such as to alter materially their trading offer.

5.13 In respect of policy requirements it is also important to note that Asda Hellesdon, Sainsbury Longwater, and Tesco Fakenham Road Drayton are all ‘out-of-centre’ facilities and as such are not protected by planning policy.

5.14 Shops in Drayton Village Centre consist of a small general store, florist, specialist butcher, and patisserie. There is no reason why these facilities providing for small or specialist purchases would be affected to any significant degree.

5.15 Similarly the neighbourhood facilities at Thorpe Marriot (including a Tesco Express) and at Victoria Road Taverham (including a One Stop) serve a local function only and would not be significantly affected. 5.16 The Tesco Express and Lloyds Pharmacy on Fakenham Road are roadside facilities serving walk-in customers from nearly housing areas, and some passing trade. It seems unlikely that they would be significantly affected by the proposed store.

5.17 We have also considered possible trade impact on Aylsham, Drayton Road / Mile Cross Road, and Reepham, but have found the impacts to be less than 5%, which would be unlikely to affect these centres materially.

5.18 In respect of the proposed lifestyle leisure unit, in common with existing retail facilities at Fir Covert Road, shoppers would be drawn from a wide area and trade impact would be dispersed over a wide number of centres. However, because Norwich City Centre is the dominant retail destination for specialist comparison goods in the area, the majority of the proposed facility turnover (in our opinion over 50%) would be drawn from the City Centre. Even so, because of the City Centre’s high existing turnover, the trade diversion arising would be a fraction only of 1%.

5.19 Similarly the trade impact experienced by other larger centres within the area, e.g. Dereham and Wymondham would be less than 1%. In respect of the smaller centre of Aylsham and Reepham we have identified trade impacts of under 2%. A 2% impact is the equivalent of less than one year’s average residents’ comparison goods expenditure growth in the period 2010-2018 – see Section 4, paragraph 4.5.

5.20 It is inconceivable in our view that the proposed lifestyle leisure unit would cause material harm to any existing shopping centre.

5.21 We have examined the two retail components of the application proposal separately because the types of trading are very different, as also are their competitive trade impacts on existing centres and facilities. Whereas the proposed foodstore would divert most of its trade from the closest large foodstores, the lifestyle leisure unit would divert most of its trade from Norwich City Centre. There are therefore no issues arising from considering the cumulative impact of the proposals combined.

The proposals do not involve the loss of employment land

5.22 This requirement is addressed in the Planning Statement.

Where proposals are permitted conditions will be imposed to restrict the range of goods that can be sold and to prevent the subdivision of units

5.23 This requirement is addressed in the Planning Statement.

Appendix 1

Retailer Representation in Surrounding Village Centres

The schedule shows representation by retailers and service trades in settlements surrounding the application site.

Surveys were undertaken by Scott Properties in 2011 and 2012. It shows retailers represented in both years represented by ‘Y’, and those that had ceased to trade in 2012 represented by ‘N’.

Appendix 2

Catchment Area Plans

Proposed Foodstore Primary Catchment Area Plan 1 shows 5, 10, and 15 minute drive time distances from the application site, representing the primary catchment area (PCA) of the proposed foodstore.

Proposed Lifestyle Leisure Unit Catchment Area Plan 2 shows 10, 15, 20, and 30 minute drive time distances from the application site, representing the catchment area of the lifestyle leisure unit.

Appendix 3

Quantitative Retail Expenditure and Impact Tables TABLE 1: CATCHMENT AREA POPULATION BY ZONES

POPULATION CATCHMENT AREA DRIVETIMES 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 * (MINUTES) 0 -10 17,595 17,686 17,790 17,887 17,995 18,097 18,192 18,301 18,407 18,521 18,610 18,718 18,827 10 - 15 18,248 18,745 19,061 19,371 19,683 19,924 20,164 20,410 20,653 20,908 21,142 21,374 21,607 FOODSTORE PCA SUB-TOTAL 35,843 36,431 36,851 37,258 37,678 38,021 38,356 38,711 39,060 39,429 39,752 40,092 40,434 15 - 20 83,267 84,598 85,942 87,234 88,497 89,684 90,793 91,854 92,892 93,864 94,793 95,713 96,632 20 - 30 186,203 188,987 191,678 194,274 196,820 199,388 201,869 204,310 206,680 209,011 211,213 213,411 215,609 CATCHMENT AREA TOTAL 305,313 310,016 314,471 318,766 322,995 327,093 331,018 334,875 338,632 342,304 345,758 349,216 352,675

Note: * 2022 growth rate applied. PCA - Primary Catchment Area. Source: Pitney Bowes Retail Expenditure Guide 2012 -2013, Pitney Bowes Anysite Report dated August 2013.

TABLE 2A: CONVENIENCE EXPENDITURE PER HEAD WITHIN CATCHMENT AREA.

2013 2018 2023 CATCHMENT AREA DRIVETIMES £ £ exc. SFT £ £ exc. SFT £ £ exc. SFT (MINUTES) 0 -10 1,765 1,735 1,820 1,788 1,961 1,926 10 - 15 1,802 1,772 1,859 1,825 2,003 1,967 15 - 20 1,731 1,701 1,785 1,753 1,923 1,888 20 - 30 1,797 1,767 1,854 1,820 1,997 1,961 CATCHMENT AVERAGE 1,774 1,744 1,829 1,797 1,971 1,935

Note: Expenditure per head price base from 2010. Growth rates from 2010 - 2012 added. Source: Pitney Bowes Anysite Report dated August 2013. SFT - Special Forms of Trading - 1.7% at 2013, 1.8% at 2018 and 2023. Average Convenience expenditure growth rate per annum - 0.4% per anunum average between 2010 - 2017. 1.5% per annum average between 2018-2023. Source: Pitney Bowes Retail Expenditure Guide 2012 -2013, Pitney Bowes Anysite Report dated August 2013.

TABLE 2B: COMPARISON EXPENDITURE PER HEAD WITHIN CATCHMENT AREA.

2013 2018 2023 CATCHMENT AREA DRIVETIMES £ £ exc. SFT £ £ exc. SFT £ £ exc. SFT (MINUTES) 0 -10 3,129 2,707 3,610 3,086 4,498 3,846 10 - 15 3,132 2,709 3,612 3,088 4,502 3,849 15 - 20 2,909 2,516 3,355 2,869 4,181 3,575 20 - 30 3,080 2,664 3,553 3,037 4,427 3,785 CATCHMENT AVERAGE 3,062 2,649 3,532 3,020 4,402 3,764 Note: Expenditure per head price base from 2010. Growth rates from 2010 - 2012 added. Source: Pitney Bowes Anysite Report dated August 2013. SFT - Special Forms of Trading - 13.5% at 2013, 14.5% at 2018 & 14.7% at 2023 Average Comparison expenditure growth rate per annum - 2.5% between 2010 - 2018 and 4.3% between 2018 - 2023. Source: Pitney Bowes Retail Expenditure Guide 2012 -2013, Pitney Bowes Anysite Report dated August 2013. TABLE 3A: TOTAL CONVENIENCE GOODS EXPENDITURE WITHIN CATCHMENT AREA (£m).

ASSESSMENT YEAR CATCHMENT AREA DRIVETIMES 2013 2018 2023 (MINUTES) 0 -10 30.87 32.71 36.25 10 - 15 33.07 36.48 41.61 FOODSTORE PCA SUB-TOTAL 63.94 69.20 77.86 PCA EXPENDITURE GROWTH - 5.26 8.67 15 - 20 149.11 164.19 186.08 20 - 30 332.56 365.22 415.20 TOTAL EXPENDITURE 545.61 598.61 679.15 EXPENDITURE GROWTH - 53.00 80.54 Source: Tables 1 and 2A

TABLE 3B: TOTAL COMPARISON GOODS EXPENDITURE WITHIN CATCHMENT AREA (£m).

ASSESSMENT YEAR CATCHMENT AREA DRIVETIMES 2013 2018 2023 (MINUTES) 0 -10 48.16 56.48 72.41 10 - 15 51.60 62.99 83.10 FOODSTORE PCA SUB-TOTAL 99.75 119.48 155.51 PCA EXPENDITURE GROWTH - 19.72 36.04 15 - 20 232.64 283.49 371.66 20 - 30 518.87 630.57 829.27 TOTAL EXPENDITURE 851.26 1,033.54 1,356.44 EXPENDITURE GROWTH 182.28 322.90 Source: Tables 1 and 2B

TABLE 3C: TOTAL CONVENIENCE & COMPARISON GOODS EXPENDITURE WITHIN CATCHMENT AREA (£m).

ASSESSMENT YEAR CATCHMENT AREA DRIVETIMES 2013 2018 2023 (MINUTES) 0 -10 79.02 89.20 108.66 10 - 15 84.67 99.48 124.71 FOODSTORE PCA SUB-TOTAL 163.69 188.67 233.38 PCA EXPENDITURE GROWTH - 24.98 44.70 15 - 20 381.75 447.69 557.75 20 - 30 851.43 995.79 1,244.47 TOTAL EXPENDITURE 1,396.87 1,632.15 2,035.59 EXPENDITURE GROWTH - 235.28 403.44 Source: Tables 3A and 3B TABLE 4A: PROPOSED FOODSTORE - EXISTING CENTRE BENCHMARK CONVENIENCE (COMPANY AVERAGE) TURNOVERS

2013 Benchmark 2018 Benchmark 2023 Benchmark LOCATION WITHIN THE PRIMARY CATCHMENT AREA Net Conv. Net Conv. 2013 Benchmark 2018 Benchmark 2023 Benchmark % of Turnover Net floorspace Source Benchmark Sales Turnover (within PCA) Turnover (within Turnover (within (PCA) floorspace ratio Floorspace Turnover (£m) Turnover (£m) ** Turnover (£m) ** from PCA (£m) PCA) (£m) PCA) (£m)

DRAYTON / TAVERHAM Drayton Village Centre Local Shops 500 EST. 82% 410 7,000 2.87 2.87 2.93 95% 2.73 2.73 2.78 Tesco, Fakenham Road, Drayton *** 1,450 Savills/BDC 78% 1,130 14,179 16.02 16.03 16.34 85% 13.61 13.63 13.89 Tesco Express, Fakenham Road, Taverham 146 IGD 82% 120 7,000 0.84 0.84 0.85 90% 0.75 0.75 0.77 Tesco Express, Acres Way, Thorpe Mariott 91 IGD 82% 75 7,000 0.52 0.52 0.53 100% 0.52 0.52 0.53 One Stop, Victoria Road, Taverham 139 IGD 82% 114 7,000 0.80 0.80 0.81 100% 0.80 0.80 0.81 DRAYTON / TAVERHAM TOTAL 2,326 81% 1,848 8,436 21.04 21.07 21.47 94% 18.41 18.43 18.79 HORSFORD Co-op, Holt Road, Horsford 267 IGD 82% 219 7,000 1.53 1.53 1.56 90% 1.38 1.38 1.41 HELLESDON Asda, Drayton High Road, Hellesdon 5,384 IGD 65% 3,500 15,744 55.10 55.15 56.21 50% 27.55 27.58 28.11 Drayton Rd/ Mile Cross Road 1,013 GVA 100% 1,013 3,500 3.55 3.55 3.62 20% 0.71 0.71 0.72 PCA SUB-TOTAL 8,990 6,579 34,680 81.22 81.30 82.86 48.05 48.10 49.02

OTHER LOCATIONS LONGTHORPE Sainsbury's, Longwater Lane * 4,610 IGD 65% 2,997 13,585 40.71 40.75 41.53 25% 10.18 10.19 10.38 NORWICH URBAN AREA ∆ Other Convenience Stores 301.96 328.47 355.46 Other Comparison Stores AYLSHAM Tesco, Norwich Road 1,672 NSRRS 85% 1,421 14,179 20.15 20.17 20.56 30% 6.05 6.05 6.17 Budgens, Norwich Road 566 EST. 82% 464 7,000 3.25 3.25 3.31 15% 0.49 0.49 0.50 Co-op, Market Place 178 IGD 82% 146 7,000 1.02 1.02 1.04 10% 0.10 0.10 0.10 AYLSHAM TOTAL 2,416 83% 2,031 9,393 24.42 24.45 24.92 18% 6.63 6.64 6.77 REEPHAM Local Convenience stores 430 GVA 100% 430 3,500 1.51 1.51 1.54 15% 0.23 0.23 0.23 CATCHMENT AREA TOTAL 16,446 12,037 61,159 449.82 476.48 506.30 65.09 65.16 66.40

Note Price base (2010) deprived from Verdict and Mintel Rankings data. * Within 200m of 15 minute drivetime ** 0.2% convenience floorspace effiency growth applied, 1.5% comparison goods floorspace effiency growth applied. *** Net floorspace assumed as 70% of gross (2,072 sqm) minus 320 sqm for comparison goods. Comparison good floorspace figure obtained from Broadland District Council planning decision notice 20101206. ∆ Turnovers calculated from Appendix 8 and 9, Norwich Sub Region Retail Study (GVA STUDY), October 2007. Figures based on Household Survey Results at 2011, 2016 & 2021. Floorspace effiency of 0.2% and 1.5% per annum applied to grow figures to 2013, 2018 & 2023. Stores already listed in other centres / locations accounted for.

TABLE 4B: PROPOSED FOODSTORE - EXISTING CENTRE BENCHMARK COMPARISON (COMPANY AVERAGE) TURNOVERS

2013 Benchmark 2018 Benchmark 2023 Benchmark LOCATION WITHIN THE PRIMARY CATCHMENT AREA Net Comp. Net Comp. Benchmark 2013 Benchmark 2018 Benchmark 2023 Benchmark % of Turnover from Turnover (within Turnover (within Turnover (within PCA) (PCA) floorspace ratio floorspace ratio Sales Turnover (£m) Turnover (£m) ** Turnover (£m) ** PCA PCA) (£m) PCA) (£m) (£m) DRAYTON / TAVERHAM Drayton Village Centre Local Shops 18% 90 3,500 0.32 0.34 0.37 95% 0.30 0.32 0.35 Tesco, Fakenham Road, Drayton *** 22% 320 7,718 2.47 2.66 2.87 85% 2.10 2.26 2.44 Tesco Express, Fakenham Road, Taverham 18% 26 3,500 0.09 0.10 0.11 90% 0.08 0.09 0.10 Tesco Express, Acres Way, Thorpe Mariott 18% 16 3,500 0.06 0.06 0.07 100% 0.06 0.06 0.07 One Stop, Victoria Road, Taverham 18% 25 3,500 0.09 0.09 0.10 100% 0.09 0.09 0.10 DRAYTON / TAVERHAM TOTAL 478 4,344 3.02 3.26 3.51 94% 2.63 2.83 3.05 HORSFORD Co-op, Holt Road, Horsford 18% 48 3,500 0.17 0.18 0.20 90% 0.15 0.16 0.18 HELLESDON Asda, Drayton High Road, Hellesdon 35% 1,884 7,870 14.83 15.98 17.21 50% 7.42 7.99 8.61 Drayton Rd/ Mile Cross Road 100% 278 3,500 0.97 1.05 1.13 20% 0.19 0.21 0.23 PCA SUB-TOTAL 2,688 19,214 18.99 20.46 22.04 10.39 11.19 12.06

OTHER LOCATIONS LONGTHORPE Sainsbury's, Longwater Lane * 35% 1,614 6,747 10.89 11.73 12.63 25% 2.72 2.93 3.16 NORWICH URBAN AREA ∆ Other Convenience Stores Other Comparison Stores 1,470.44 1806.49 2,172.13 AYLSHAM Tesco, Norwich Road 15% 251 7,718 1.94 2.09 2.25 30% 0.58 0.63 0.67 Budgens, Norwich Road 18% 102 3,500 0.36 0.38 0.41 20% 0.07 0.08 0.08 Co-op, Market Place 18% 32 3,500 0.11 0.12 0.13 10% 0.01 0.01 0.01 AYLSHAM TOTAL 17% 385 4,906 2.40 2.59 2.79 20% 0.66 0.71 0.77 REEPHAM Local Comparison stores 100% 441 3,500 1.54 1.66 1.79 30% 0.46 0.50 0.54

OVERALL TOTAL 5,127 1,504.27 1,842.94 2,211.39 14.24 15.34 16.52

Note Price base (2010) deprived from Verdict and Mintel Rankings data. * Within 200m of 15 minute drivetime ** 0.2% convenience floorspace effiency growth applied, 1.5% comparison goods floorspace effiency growth applied. *** Net floorspace assumed as 70% of gross (2,072 sqm) minus 320 sqm for comparison goods. Comparison good floorspace figure obtained from Broadland District Council planning decision notice 20101206. ∆ Turnovers calculated from Appendix 8 and 9, Norwich Sub Region Retail Study (GVA STUDY), October 2007. Figures based on Household Survey Results at 2011, 2016 & 2021. Floorspace effiency of 0.2% and 1.5% per annum applied to grow figures to 2013, 2018 & 2023. Stores already listed in other centres / locations accounted for.

TABLE 4C: PROPOSED FOODSTORE - EXISTING CENTRE BENCHMARK CONVENIENCE AND COMPARISON (COMPANY AVERAGE) TURNOVERS

2018 2013 Benchmark 2018 Benchmark 2023 Benchmark LOCATION WITHIN THE PRIMARY CATCHMENT AREA 2013 Benchmark 2023 Benchmark Benchmark Turnover (within Turnover (within Turnover (within (PCA) Turnover (£m) Turnover (£m) Turnover (£m) PCA) (£m) PCA) (£m) PCA) (£m)

DRAYTON / TAVERHAM Drayton Village Centre Local Shops 3.19 3.21 3.29 3.03 3.05 3.13 Tesco, Fakenham Road, Drayton *** 18.49 18.69 19.21 15.71 15.89 16.32 Tesco Express, Fakenham Road, Taverham 0.93 0.94 0.96 0.84 0.84 0.87 Tesco Express, Acres Way, Thorpe Mariott 0.58 0.58 0.60 0.58 0.58 0.60 One Stop, Victoria Road, Taverham 0.89 0.89 0.92 0.89 0.89 0.92 DRAYTON / TAVERHAM TOTAL 24.07 24.32 24.98 21.04 21.26 21.83 HORSFORD Co-op, Holt Road, Horsford 1.70 1.72 1.76 1.53 1.54 1.58 HELLESDON Asda, Drayton High Road, Hellesdon 69.93 71.13 73.42 34.97 35.57 36.71 Drayton Rd/ Mile Cross Road 4.52 4.60 4.75 0.90 0.92 0.95

PCA SUB-TOTAL 100.22 101.76 104.90 58.44 59.29 61.08

OTHER LOCATIONS LONGTHORPE Sainsbury's, Longwater Lane, 51.59 52.48 54.16 12.90 13.12 13.54 NORWICH URBAN AREA × Other Convenience Stores 301.96 328.47 355.46 - - - Other Comparison Stores 1,470.44 1,806.49 2,172.13 - - - AYLSHAM Tesco, Norwich Road 22.09 22.26 22.80 6.63 6.68 6.84 Budgens, Norwich Road 3.61 3.64 3.73 0.56 0.56 0.58 Co-op, Market Place 1.13 1.14 1.17 0.11 0.11 0.12 AYLSHAM TOTAL 26.83 27.04 27.71 7.30 7.36 7.54 REEPHAM Local stores 3.05 3.17 3.33 0.69 0.72 0.77

OVERALL TOTAL 181.68 184.45 190.10 79.33 80.49 82.92

Note Source Table 4A & 4B TABLE 5: PROPOSED FOODSTORE CONVENIENCE AND COMPARiSON GOODS TURNOVER ESTIMATES

2013 Benchmark 2018 Benchmark 2023 Benchmark Benchmark 2013 Benchmark 2018 Benchmark 2023 Benchmark % of Turnover PROPOSED DEVELOPMENT Net Floorspace Turnover (within Turnover (within Turnover (within Sales * Turnover (£m) Turnover Turnover from PCA PCA) (£m) PCA) (£m) PCA) (£m) Proposed convenience goods turnover 1,951 14,210 27.72 28.00 28.28 75% 20.79 21.00 21.21 Proposed comparison goods turnover 836 7,678 6.42 6.92 7.45 75% 4.81 5.19 5.59 TOTAL 2,787 34.14 34.92 35.73 25.61 26.19 26.80

Note Price base (2010) deprived from Verdict and Mintel Rankings data. * Based on the average benchmark sales density of the top four retailers (Tesco, Asda, Sainsbury's & Morrisons). TABLE 6A: PROPOSED FOODSTORE BENCHMARK IMPACT ASSESSMENT 2018

Pre-impact 2018 Turnover (£m) Proposed Store Diversion % Proposed Store Diversion (£m) Post-impact 2018 Turnover (£m) Impact (%) CENTRE / LOCATION Convenience Comparison Total Conv. & Comp Conv. % Comp. % Convenience Comparison Total Conv. & Comp. Convenience Comparison Total Conv. & Comp. DRAYTON / TAVERHAM Drayton Village Centre Local Shops 2.87 0.34 3.21 0.25% 0.00% 0.07 - 0.07 2.80 0.34 3.14 2.18% Tesco, Fakenham Road, Drayton 16.03 2.66 18.69 9.50% 12.50% 2.66 0.86 3.52 13.37 1.80 15.17 18.86% Tesco Express, Fakenham Road, Taverham 0.84 0.10 0.94 0.25% 0.00% 0.07 - 0.07 0.77 0.10 0.87 7.46% Tesco Express, Acres Way, Thorpe Mariott 0.52 0.06 0.58 0.00% 0.00% - - - 0.52 0.06 0.58 0.00% One Stop, Victoria Road, Taverham 0.80 0.09 0.89 0.00% 0.00% - - - 0.80 0.09 0.89 0.00% DRAYTON / TAVERHAM TOTAL 21.07 3.26 24.32 10.00% 12.50% 2.80 0.86 3.66 18.27 2.39 20.66 15.07% HORSFORD Co-op, Holt Road, Horsford 1.53 0.18 1.72 0.25% 0.00% 0.07 - 0.07 1.46 0.18 1.65 4.08% HELLESDON Asda, Drayton High Road, Hellesdon 55.15 15.98 71.13 33.75% 40.50% 9.45 2.80 12.25 45.70 13.18 58.88 17.22% Drayton Rd/ Mile Cross Road 3.55 1.05 4.60 0.25% 0.00% 0.07 - 0.07 3.48 1.05 4.53 1.52% PCA SUB-TOTAL 81.30 20.46 101.76 44.25% 53.00% 12.39 3.67 16.06 68.91 16.80 85.71 15.78%

OTHER LOCATIONS LONGTHORPE Sainsbury's, Longwater Lane 40.75 11.73 52.48 30.00% 16.00% 8.40 1.11 9.51 32.35 10.62 42.97 18.12% NORWICH URBAN AREA Other Convenience Stores 328.47 0.00 328.47 7.00% 0.00% 1.96 - 1.96 326.51 - 326.51 0.60% Other Comparison Stores 0.00 1806.49 1806.49 0.00% 10.00% - 0.69 0.69 - 1,805.80 1,805.80 0.04% AYLSHAM Tesco, Norwich Road 20.17 2.09 22.26 7.30% 1.00% 2.04 0.07 2.11 18.13 2.02 20.14 9.50% Budgens, Norwich Road 3.25 0.38 3.64 0.50% 0.00% 0.14 - 0.14 3.11 0.38 3.50 3.85% Co-op, Market Place 1.02 0.12 1.14 0.00% 0.00% - - - 1.02 0.12 1.14 0.00% AYLSHAM TOTAL 24.45 2.59 27.04 7.80% 1.00% 12.55 1.87 14.41 16.28 30.69 46.97 REEPHAM Local Convenience stores 1.51 1.66 3.17 0.20% 0.00% 0.06 - 0.06 1.45 1.66 3.11 1.77% OTHER LOCATIONS 11.00% 20.00% 3.08 1.38 4.46

CATCHMENT AREA TOTAL 476.48 1842.94 2319.41 100% 100% 38.43 8.71 42.68 445.50 1865.58 2311.08 0.36%

Note Source: Tables 4A & 4B TABLE 6B: PROPOSED FOODSTORE BENCHMARK IMPACT ASSESSMENT 2023

Pre-impact 2023 Turnover (£m) Proposed Store Diversion % Proposed Store Diversion (£m) Post-impact 2023 Turnover (£m) Impact (%) CENTRE / LOCATION Convenience Comparison Total Conv. & Comp Conv. % Comp. % Convenience Comparison Total Conv. & Comp. Convenience Comparison Total Conv. & Comp. DRAYTON / TAVERHAM Drayton Village Centre Local Shops 2.93 0.37 3.29 0.25% 0.00% 0.07 - 0.07 2.86 0.37 3.22 2.15% Tesco, Fakenham Road, Drayton 16.34 2.87 19.21 9.50% 12.50% 2.69 0.93 3.62 13.65 1.94 15.59 18.84% Tesco Express, Fakenham Road, Taverham 0.85 0.11 0.96 0.25% 0.00% 0.07 - 0.07 0.78 0.11 0.89 7.35% Tesco Express, Acres Way, Thorpe Mariott 0.53 0.07 0.60 0.00% 0.00% - - - 0.53 0.07 0.60 0.00% One Stop, Victoria Road, Taverham 0.81 0.10 0.92 0.00% 0.00% - - - 0.81 0.10 0.92 0.00% DRAYTON / TAVERHAM TOTAL 21.47 3.51 24.98 10.00% 12.50% 2.83 0.93 3.76 18.64 2.58 21.22 15.05% HORSFORD - Co-op, Holt Road, Horsford 1.56 0.20 1.76 0.25% 0.00% 0.07 - 0.07 1.49 0.20 1.69 4.02% HELLESDON - Asda, Drayton High Road, Hellesdon 56.21 17.21 73.42 33.75% 40.50% 9.55 3.02 12.56 46.67 14.19 60.86 17.11% Drayton Rd/ Mile Cross Road 3.62 1.13 4.75 0.25% 0.00% 0.07 - 0.07 3.55 1.13 4.68 1.49% PCA SUB-TOTAL 82.86 22.04 104.90 44.25% 53.00% 12.52 3.95 16.46 70.35 18.09 88.44 15.69%

OTHER LOCATIONS LONGTHORPE Sainsbury's, Longwater Lane 41.53 12.63 54.16 30.00% 16.00% 8.49 1.19 9.68 33.04 11.44 44.49 17.87% NORWICH URBAN AREA Other Convenience Stores 355.46 0.00 355.46 7.00% 0.00% 1.98 - 1.98 353.48 - 353.48 0.56% Other Comparison Stores 0.00 2172.13 2172.13 0.00% 10.00% - 0.74 0.74 - 2,171.39 2,171.39 0.03% AYLSHAM Tesco, Norwich Road 20.56 2.25 22.80 7.30% 1.00% 2.06 0.07 2.14 18.49 2.17 20.67 9.38% Budgens, Norwich Road 3.31 0.41 3.73 0.50% 0.00% 0.14 - 0.14 3.17 0.41 3.59 3.79% Co-op, Market Place 1.04 0.13 1.17 0.00% 0.00% - - - 1.04 0.13 1.17 0.00% AYLSHAM TOTAL 24.92 2.79 27.71 7.80% 1.00% 12.67 2.01 14.68 16.69 31.38 48.07 REEPHAM Local stores 1.54 1.79 3.33 0.20% 0.00% 0.06 - 0.06 1.48 1.79 3.27 1.70% OTHER LOCATIONS 11.00% 20.00% 3.11 1.49 4.60 CATCHMENT AREA TOTAL 506.30 2211.39 2717.69 100% 100% 38.82 9.39 43.61 475.05 2234.09 2709.14 0.31%

Note Source: Tables 4A & 4B TABLE 8: PROPOSED LIFESTYLE LEISURE UNIT - EXISTING CENTRE COMPARISON GOODS BENCHMARK TURNOVERS

2013 2018 2023 Benchmark PROPOSED DEVELOPMENT Net Floorspace Benchmark Benchmark Benchmark Sales Turnover (£m) Turnover Turnover Proposed Retail Turnover * 1,904 5,000 9.52 10.26 11.05 TOTAL

Note * Use Class A1

TABLE 8: PROPOSED LIFESTYLE LEISURE UNIT - EXISTING CENTRE COMPARISON GOODS BENCHMARK TURNOVERS

Net 2013 2018 Benchmark 2023 Benchmark LOCATION ComparionFloor Source Benchmark Benchmark Sales ** Turnover (£m) space (sq. m)* Turnover (£m) Turnover (£m) Norwich City Centre * 182,293 GVA 6,500 1,184.90 1,276.48 1,375.13 Anglia Square 9,773 GVA 5,000 48.87 52.64 56.71 Norwich Out of Centre * 84,147 GVA 4,000 336.59 362.60 390.62 Dereham Town Centre 12,400 NLP 5,000 62.00 66.79 71.95 Wymondham Town Centre 4,488 GVA 4,000 17.95 19.34 20.83 Aylsham Town Centre 1,378 GVA 4,000 5.51 5.94 6.40 Reepham 441 GVA 3,500 1.54 1.66 1.79 TOTAL 294,920 1,657.37 1,785 1,923

Notes * Including commitments. Appendix 8 Table 14 GVA Study ** Derived in part from Table 16, Appendix 8, GVA Study

TABLE 9A: PROPOSED LIFESTYLE LEISURE UNIT IMPACT ASSESSMENT 2018

Pre-impact Trade Trade Diversion Post-impact Turnover (£m) Diversion % (£) Turnover (£m) Impact (%) LOCATION Norwich City Centre 1,276.48 55.00% 5.64 1,270.84 0.44% Anglia Square 52.64 3.00% 0.31 52.33 0.58% Norwich Out of Centre 362.60 11.00% 1.13 361.47 0.31% Dereham Town Centre 66.79 4.00% 0.41 66.38 0.61% Wymondham Town Centre 19.34 1.00% 0.10 19.24 0.53% Aylsham Town Centre 5.94 0.75% 0.08 5.86 1.30% Reepham 1.66 0.25% 0.03 1.64 1.54% Elsewhere - 25.00% 2.56 - - TOTAL 1,785.45 100.00% 10.26 1,777.76 -

TABLE 9B: PROPOSED LIFESTYLE LEISURE UNIT IMPACT ASSESSMENT 2023

Pre-impact Trade Trade Diversion Post-impact Turnover (£m) Diversion % (£) Turnover (£m) Impact (%)

LOCATION Norwich City Centre 1,375.13 55.00% 6.08 1,369.05 0.44% Anglia Square 56.71 3.00% 0.33 56.38 0.58% Norwich Out of Centre 390.62 11.00% 1.22 389.41 0.31% Dereham Town Centre 71.95 4.00% 0.44 71.51 0.61% Wymondham Town Centre 20.83 1.00% 0.11 20.72 0.53% Aylsham Town Cente 6.40 0.75% 0.08 6.31 1.30% Reepham 1.79 0.25% 0.03 1.76 1.54% Elsewhere - 25.00% 2.76 - - TOTAL 0 100.00% 11.05 1,915.15 -