NEW FERRY ACTION PLAN

The Action Plan is a comprehensive strategy for potential future development and changes within the Town Centre area.

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

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

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

The New Ferry Action Plan sits alongside the Traders Toolkit (which can be viewed at (link)) which provides general information to town centre businesses such as planning and licensing. The Action Plan is related to and should be read in parallel with a number of other strategic planning documents, including the Wirral Unitary Development Plan and the emerging Core Strategy. It will also provide an evidence base to inform more detailed aspects of the Local Plan for Wirral, including the proposed Site Allocations DPD and a potential ‘Town Centre SPD’. It will not however be adopted as a Development Plan Document and will remain non-statutory. The diagram below demonstrates where the document will sit within the wider planning policy framework, its status and its relationship to other documents.

Statutory Non -Statutory

Core Town Centre Strategy Strategy

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

NEW FERRY NOW

This section presents a portrait of New Ferry Centre as it functions today. In this section we identify the main elements which make up New Ferry and highlight the main issues which are affecting the centre. These issues have been grouped into key themes which form the core of the Action Plan and a framework for future targeted action and interventions.

Diversification and Identity

New Ferry remains relatively busy in some parts, but has suffered significant decline in others. The town centres comparison retail offer is limited and focused on the lower end of the market, with very little middle market retailers still operating. It still however sustains its local convenience offer.

The centre benefited from regeneration investment in the 1980s and 1990s which included site assembly for a foodstore (now Co-op) and the pedestrianisation of Road. New Ferry has however still experienced continued decline.

The centre is made up of three distinct areas – the pedestrianised Bebington Road, the frontages on New Road and thirdly the western end of New Ferry Road and the level of decline varies between them. New Chester Road is a busy vehicle thoroughfare, with a mixture of convenience and low-end comparison retailers, including some specialist retailers and a few service providers. The pedestrianised area has suffered most with high vacancy rates and a retail offer increasingly limited to the lower end of the market. The only area is not utilised by either retailers fronting the space or informally by shoppers. It lacks vibrancy and focus.

The New Ferry Village Hall that holds the Wirral Farmers market is physically quite separate from the centre and there is little to link between them. New Ferry Road has a number of commercial buildings (including the former New Ferry Market Hall) and a large number of shop to residential conversions, with a butchers and coffee shop the only remaining retail businesses.

Uses within the centre

Retail offer

• New Ferry has managed to retain a degree of self sufficiency in terms of meeting day to day shopping needs and providing some specialist retailers, resisting loss to retail destinations such as the Croft Retail and Leisure Park at .

• The centre convenience retailing offer is made up of the centre has a Co-op Supermarket and and Heron Frozen Food stores and has retained an independent greengrocer and four butchers including Edge’s Butchers which draws custom from a wide area.

• The comparison retailing offer has contracted - New Ferry lost Woolworths and most recently Ethel Austin, but retains a number of independent comparison retailers

• There has been an increase in the number of charity, second hand and pawnbroker shops.

• In relation to services, the centre has retained a bank and post office and a number of independent service uses.

• The centre mainly provides a predominately primary convenience function.

• Alternative uses have been introduced to the centre with limited success, with closure often leaving large buildings unoccupied.

• Recently the Career Connexions office on Bebington Road closed and other services such as the library (in Grove Street School) and the Job Centre (on Port Causeway) are not in locations which draw people into the centre.

• There is a lack of activity for young people.

In the Town, District and Local Centres Study 2011, it was noted that the percentage of units given over to convenience retailing (11%) was just above the average of all the centres studied of 10%. The percentage of comparison retailers (23%) was slightly above the study average of 19% while service provision at 28% was just over half the study average of 50%,. The percentage of vacant floorspace (26%) was over double the study average of 12% and spread throughout the centre.

The centre has been resurveyed in December 2012 and the results show that the percentage of units given over to convenience retailing has further declined to 9%, the percentage of comparison retailers has fallen to 18%, service provision has risen to 31% while the vacancy rate has fallen slightly to 25%. Most of the remainder of the ground floor uses are residential, clustered in particular along New Ferry Road.

The changes in the retail offer have impacted different parts of the centre in different ways:

New Chester Road - A busy through route, with a mixture of convenience (including the Iceland and Heron food stores) and low-end comparison retailers, including some specialist retailers and a few service providers. The main entrance to the Co-op supermarket also fronts this road, albeit its design results in limited integration and the frontage is inactive.

Overall shop units on New Chester Road are well occupied (with the exception of a block immediately south of the Co-op) and maintain a degree of vibrancy. The centre is still sustaining a healthy albeit limited retail offer- mainly focused on convenience uses.

Pedestrianised Area/ Bebington Road - does not appear to be functioning as well as the outer roads and over time it has become dominated by vacant and poorly maintained units. There is a bank located in this area, but otherwise no service uses are present, only a few low-end retailers such as discount stores, pawnbrokers and charity shops.

There appears to be very little footfall within this area and it lacks visibility from New Chester Road. As part of the empty shops initiative, Comma’ Community Arts Project, ran for six months in 2012 inside the former Runners Sports Shop on Bebington Road.

Farmers Market - Adjacent to the town centre is Wirral Farmers Market established in 2000 and held on every second Saturday in the month which is extremely popular and draws people to New Ferry from a wide area.

The success of the Farmers Market (which is run on a voluntary basis) has enabled the profits to be channelled into a grant scheme which has benefited a number of local community groups and it has an objective in its constitution of supporting the regeneration of New Ferry. However the continued decline of the shopping centre suggests that it has not been in a position to fully capitalise on the additional visitors to the centre generated by the Farmers Market.

Vacancy rates

• It is increasingly clear that the size of the centre is no longer sustainable.

• Vacant units are interspersed throughout the centre resulting in inactive frontages and entire blocks being unoccupied within some areas within the pedestrian high street and on New Chester Road south of the Co-op.

• The pedestrianised area has suffered worst of all with a high number of vacant units, potentially exacerbated by difficulties in servicing some of the shops which have no rear access.

• The centre is displaying signs of natural contraction with alternative uses such as residential conversions now occupying blocks and units located on New Ferry Road in particular.

Evening economy

• The evening/night time economy comprises of a small number of drinking establishments located on New Chester Road and a small number of hot food takeaways interspersed throughout the centre.

• Restaurant provision is very limited.

• There little activity within the centre outside of core shopping hours.

• The environmental quality of the area and the lack of lighting outside of New Chester Road make the area intimidating after dark and does little to encourage activity within the area during the evening.

Transport and accessibility

Legibility

• The centre is well served by public transport (bus plus Bebington Railway Station is in close proximity) and is accessible.

• The free car parking and transport provision is a benefit to New Ferry that many other centres are lacking.

• Car parks are not well integrated with the centre.

• The routes from the car parks are not well defined and result in poor connectivity.

• Some of the smaller car parks are poorly lit/screened by buildings and are not attractive to use after dark

Cycling facilities

• There are no designated cycling routes within the centre but there is scope to improve the cycle facilities, providing a ‘park and shop’ storage facility within the pedestrian high street.

Placemaking

Sense of place/ identity

• The centre has lost some of its sense of place and identity as a retail centre.

• There is no real sense of arrival when you reach the centre.

• The entrance into the pedestrianised area is not well defined and as such it lacks visual presence on key approaches and especially from New Chester Road.

• The high street lacks visibility on key approaches and car parking entrances are not well signposted.

• There is no gateway or entrance feature and therefore little sense of arrival.

Relationship to surroundings, including :

• The routes between the central core and its surroundings are poor.

• The high street is pedestrianised and sits within close proximity to the Farmers Market but the linkages between them are very poor.

• The centre is located adjacent to Port Sunlight, a major tourist attraction that also houses a large residential population within walking distance to the centre.

• The two appear to function independently and the design of the pedestrian high street turns its back to Port Sunlight and does not present itself as an accessible, attractive and convenient local centre for the village.

• There are minimal physical linkages between the two areas and as such the potential benefits of mutual interaction are not maximised.

Public Realm

• The overall environmental quality within the pedestrianised area is poor and tired.

• Poor quality shopfronts and the array of incoherent signage do not improve the overall appearance.

• There are a number of poor quality residential conversions within the area which have resulted in inactive streetscenes towards the edge of the centre .

Events and Marketing

• The pedestrianised area incorporates several ‘spaces’ that are vacant and underutilized.

• These spaces are not used to their full potential and as such the centre offers little in the way of street activity and events.

• There is currently no programme of events within the centre .

New Ferry - Next Steps

The centre is in need of significant change. Contraction of the centre boundary is needed to create a more sustainable centre. While New Ferry continues to serve day to day needs and has retained a bank and other facilities, the assessment suggests the centre is extremely vulnerable. Improvements to the retail offer and general environment and capitalising on the proximity of Port Sunlight and the success of the Farmers Market could help attract and retain trade with the centre becoming a destination with an enhanced and diverse offer, reducing losses to other centres.

NEW FERRY - LOOKING FORWARD

Vision

By 2018 New Ferry will be a sustainable, safe, thriving local centre, providing a range of services appropriate to its role and serving the needs of the local community. An uplifted high street, enhanced convenience offer, and events and activities that promote existing benefits and introduce new activity will create a vital and vibrant centre and an enjoyable shopping experience.

This section sets out the potential actions and interventions to achieve the vision for New Ferry Centre. It identifies areas within the existing boundary that can accommodate alternative uses, reducing vacancy rates and adding to its vibrancy and vitality. There are opportunities to improve the identity of the centre and enhance its retail offer, attract new custom and retail and secure its sustainable future.

Diversity and Identity

It is recognised that to secure a sustainable future for New Ferry action is needed.

It is proposed that the existing boundary is redefined to provide a refocused central core. The main retail core will be centred on the pedestrianised high street and New Chester Road. This area will be the focus for convenience and comparison retail and key local services.

The centre has experienced a degree of natural contraction and as such some of the blocks situated towards the outer areas of the centre boundary are now vacant or have already undergone conversion to alternative uses. The Action Plan therefore identifies a potential contraction of the boundary, excluding areas that are suffering long term high vacancies, enabling the appropriate re-use of long-term vacant units on the centre’s fringes for alternative uses, whilst improving retail density within the primary core . There are opportunities to improve the existing offer, drawing on existing benefits such as the Farmers Market and Port Sunlight.

The table below summarises the analysis undertaken as part of the Town Centres study and further work for the Action Plan. It identifies the key issues, objectives and potential intervention to turn the centre around.

GOALS/AIMS WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE TOGETHER….. IT….

Maintaining nucleus of services to serve the Marketing strategy Making New needs of the local community Ferry a sustainable A livelier high street, with seasonal events Designate spaces for events local centre and other activity providing interest and entertainment

A diverse, convenience offer that is able to attract and retain customers all year round Contraction of centre, refocused and resist loss to other areas. central core

A Centre where people choose to shop Events which attract people and boost trade at all times of year A high quality environment and enjoyable visitor experience Maximise existing benefits such as the Farmers Market and A vibrant, lively centre with a focused core proximity to Port Sunlight and less vacant units. Designating a primary retail core, secondary retail areas and uses that can compliment the primary retail function of the town centre.

A Pilot of extended opening hours to cater for full time workers who cannot access centre during core hours.

Redefining the town centre’s boundary to guide proposed development by providing a hierarchy within the centre

Encourage temporary and seasonal uses for public spaces

Encourage temporary or pop-up uses for empty units within the primary retail core

Promote the Toolkit to help the Traders Group and individual businesses to be more proactive in identifying and meeting the needs of town centre users.

Maximise Establish links with Port Sunlight and the A marketing strategy and tourism Farmers Market calendar of events that attracts opportunities and promotes new and unique provided by uses to the centre all year location round.

Better use of underutilised spaces A diverse offer A livelier high street, with complimentary that makes leisure uses, seasonal events and better use of entertainment. and adds vibrancy to the central core

A safe Encourage food and drink establishments to Licensing charter for drinking environment make better use of pavement area and a establishments during the more enriched retail offer. evening Pilot for extended opening A lively high street with a diverse offer and hours to attract custom during uses that attract activity during the evening the evening

Monitor and manage the location and clustering of ’evening economy’ uses within the centre through planning policy

Development of a lighting strategy for the centre, providing safe and direct routes around the centre

Strong sense A signage feature marking the entrance to the Improved visibility of the of arrival redefined core pedestrianised area from New Chester Road and Port Sunlight Strong identity for the Well defined entrances from all approaches to More clearly defined entrances centre the centre including the area between the and gateways to centre high street and Port Sunlight

A visible, attractive, welcoming and lively high Rebrand the centre to create a street. stronger sense of identity, introducing consistency in signage, lighting colour and A livelier high street, with seasonal events, street furniture street entertainers etc

A strong sense of place and local identity

Accessibility and Transport

To create a centre that is accessible and well served by several means of sustainable transport. Improved signposting and enhanced connections with the surrounding area would improve the integration of the centre.

GOALS/ AIMS WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE TOGETHER….. IT…. Improve A legible circulation system with improved A clear and comprehensive legibility for links with the wider movement network signage strategy vehicles and pedestrians Clearly defined entrances to the accessing the A well integrated accessible centre with town centre from key centre improved links to transport provision approaches, car parks, Bebington railway station and bus facilities

Improved signage directing vehicles to underused car parks

A detailed study into the implications of allowing cars back along an element of the pedestrian area

Introduce clear defined pedestrian routes through car parks and into the centre

Improve connections with the adjacent areas

Improved Well defined entrances on approach from all Consider potential uses for the accessibility entrances including the Co op supermarket redundant connections building to pedestrian and Port Sunlight to improve the entrance to the area centre from Port Sunlight Opening up of the pedestrian roadway for access and short stay car parking A detailed study to consider the implications of opening up the pedestrian high street to one way vehicle traffic with short stay parking to serve the units within this area

Improved An attractive, connected centre with linkages Defined routes between the linkages between all areas. different areas of the centre between areas including car parking areas, the of the centre, Farmers Market and Port including the Sunlight Farmers Market and Port Sunlight

Improved A ‘cycle friendly’ environment and reduced Improve links with existing cycle routes traffic levels. cycling infrastructure and provisions Extend cycle paths into town centre and draw attention to cycle parking through partnership marketing and improved signage.

Placemaking

To create an attractive, safe, interesting and legible high street and town centre that is well integrated with other areas of the centre and well connected to the area beyond, Enhanced entrance features would increase the prominence of the pedestrianised area.

GOALS/ AIMS WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE TOGETHER….. IT….

Improved A centre that is well integrated within the A masterplan distilling ideas for connections surrounding area including the residential the area between catchment of Port Sunlight centre and Enhanced routes/ spaces surrounding A wider green infrastructure network to soften between the two areas. areas the appearance of the town centre and improve key gateways and entrances Links with strategies for the wider area

Improve Create a good first impression of New Ferry An enhanced entrance to the entrance/ with a well defined entrance and strong sense centre arrival to of arrival centre, An advertisement strategy to An attractive, lively and visible high street identify opportunities for well Increase designed and sensitively placed visual signage to advertise the area presence of and create an improved sense pedestrianised of identity area

Improve the A cleaner, greener, more attractive high street Use landscaping to soften the environmental appearance of pedestrianised quality of the A high quality public realm which has a strong area town centre sense of identity, is useable and accessible Ensure pedestrian routes are A more consistent appearance, with unique unobstructed, moving or features to give New Ferry town centre a removing obstructions where sense of place. necessary.

Targeted action on litter and An enhanced Public Realm and interesting dog litter. streetscene. Better co-ordinate physical improvement work, deep clean work and seasonal decoration to maximise impacts.

Develop a consistent palette of materials for furniture and external works for public realm

An interesting, High quality shopfronts and conversions Design guidance for shopfronts active and well through out the centre, including areas and shutters/ security and designed proposed for contraction residential conversions streetscene that improves perception of the centre

Events and Marketing

Identifying spaces for temporary events, such as busking, carol singing or street stalls would provide opportunities for the high street to become a meeting space that is animated, interesting and unique and would enhance the centres offer. This could introduce a new type of consumer, and increase visit lengths for existing shoppers.

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

GOALS/ AIMS WHAT WE COULD ACHIEVE HOW WE COULD ACHIEVE TOGETHER….. IT…. Maximise and A lively, interesting and useable high street Identify space/ area and diversify use with improved vitality and a better visitor promote opportunities for of high street / experience. seasonal events pedestrianised area Encourage use the outside space for active and informal uses, such as outdoor eating and street entertainment.

A marketing strategy to promote local events to highlight the Town Centre’s unique offer.

Promote opportunities for events.

Promote existing quality and specialised businesses and Farmers Market

Greater participation in Wirral- Wide events.

Utilise vacant Re-use empty shops to add value to the town Reuse empty shops for units centre innovative destination marketing/ pop up shop opportunities

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

Identify blocks within the centre for targeted marketing opportunities

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

Increase A sustainable centre with a unique and well Introduce loyalty benefits for customer marketed offer that retains existing customers regular customers or service expenditure in as well as attracting new ones. users, such as loyalty cards the centre Introduction of incentive schemes/ initiatives – ‘shop local’

Explore opportunities for web based marketing and a dedicated website for New Ferry

Key Contacts and Support

Wirral Council Neil Mitchell / 0151 6918423 / [email protected]

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