17 WILLENHALL DISTRICT CENTRE INTRODUCTION 17.1 Willenhall has been fortunate in avoiding the extensive redevelopment that has affected many other settlements in the conurbation and is widely regarded as one of the most intact and unaltered small town centres in the . While mainly comprising nineteenth and twentieth century buildings, there are some earlier survivals and the irregular street pattern reflects the town’s medieval origins. Much of the Town Centre is a designated conservation area and the Town Centre and surrounding area is also of potential archaeological significance. The area of archaeological interest, as defined on the Black Country Sites and Monuments Record, will be protected under Policy ENV25 in Chapter 3; and the conservation area will be protected under Policy ENV29. 17.2 Historically, Willenhall has specialised in the production of locks. The decline in the fortunes of this and other local industries, together with increased competition from other centres and out-of-centre developments, means that the centre is likely to contract over the Plan period. These policies will help to manage necessary changes and to guide new development into appropriate locations. LAND USE AND DEVELOPMENT Policy WH1: Primary Shopping Area (a) The primary shopping area is identified on the Inset Map. New developments, at an appropriate scale, for shopping and services will be directed towards this area, to sustain the health and vitality of the centre. A particular opportunity for new shopping development is identified at Union Street/ Stafford Street/ Market Place (see Policy WH4 VII). (b) Outside the primary shopping area the Council will encourage investment in service, leisure, community or other town centre uses and also housing. Retail development will be acceptable, provided that it is of a scale which could not otherwise be accommodated within the primary shopping area and would increase the centre’s market share without an adverse impact on any other centre. Such developments should be located as close as possible to the primary shopping area, well-integrated with it, and with safe, direct and attractive pedestrian links. A number of development opportunities are identified in Policy WH4. 17.3 The role of the District Centre is changing, due to a combination of factors: the decline of traditional industry; increased competition from other centres and changing lifestyles. It is likely that the health of the centre will at best remain static as a result. Current indications are that the number of vacant units in the centre is steadily increasing - particularly in more peripheral locations. The Council will therefore ensure that any new development of town centre uses is concentrated within the heart of the centre, wherever possible. However, development within the primary shopping area is generally likely to be feasible only for small-scale development. Larger developments which could enhance and diversify the role of the centre should be located as close to this area as possible, in order to maintain the compactness, attractiveness and accessibility of the centre.

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Policy WH2: The Market The street market will be retained and, subject to resources, enhanced. 17.4 The street market is a popular attraction and contributes greatly to the atmosphere and character of the centre. Some enhancements have been undertaken, but further improvements should maximise the benefits the market brings and reduce problems associated with its operation. ENVIRONMENT AND CONSERVATION Policy: WH3: Environmental Enhancement Positive approaches will be sought for the improvement of existing buildings, development sites, and paved and other open areas. In particular, the Council will: I. Undertake a programme of environmental enhancements. II. Seek to ensure that new developments make a positive contribution towards the environment of the centre, with particular regard to the character of the Conservation Area. III. Encourage property owners to invest in the maintenance and improvement of their land and premises. 17.5 The Council, together with the local community, will seek to identify needs and opportunities for environmental enhancement. These will be pursued both directly by the Council and through the contribution that may be made by new developments. New developments should protect and enhance the character of the centre of Willenhall, and particularly the conservation area. Within the conservation area the majority of buildings are of traditional design and appearance and the installation of more sympathetic styles of shop fronts and fascias could play a key part in reinforcing Willenhall’s historic character. The Council will seek to develop a Supplementary Planning Document or Documents, to clarify its design objectives for the District Centre. The Council has previously secured heritage-based regeneration funding through English Heritage, to support investment in the historic fabric of the centre, and it will continue to seek such funding as opportunities arise. 17.6 Untidy sites and vacant poorly maintained buildings have a negative effect on the image of the District Centre and deter further investment. The Council will therefore work with owners to encourage the improvement of sites and buildings in their control. Where necessary, the Council will also consider the use of its legal powers to require the improvement of land.

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DEVELOPMENT / INVESTMENT OPPORTUNITIES Policy WH4: Development/ Investment Opportunities The Council will particularly encourage the appropriate development/ reuse of the following sites in and around the District Centre, as shown on the Inset Map:- I. 74 - 77 Stafford Street. These properties consist of a number of small retail units and are predominantly vacant. They offer the opportunity for conversion into larger retail units, for community uses, or possibly into residential units. Redevelopment may also be acceptable. II. Indoor market, Union Street. This site relates well to the Primary Shopping Area and offers potential for leisure or retail use, possibly combined with 5-7 Union Street and 12-15 Stafford Street. Any redevelopment must relate positively to the adjacent public footpath, Malt House Lane. III. Street. This land should be developed to provide additional public car parking, for residential use, or for purposes in connection with the adjacent medical/ community facilities. The development opportunity has been defined to include the existing buildings on the frontage, numbers 9-11 Wolverhampton Street, but the retention and enhancement of these properties is encouraged. IV. R/o 58 Wolverhampton Street. The site provides an opportunity to extend the adjacent public car park and to improve its access. V. South of New Road/ West of Street. The site is currently occupied by a number of employment uses: these could remain. However, the site also offers investment opportunities for retail (through an extension to the existing supermarket) and/ or leisure development. Redevelopment of parts of the area in isolation may be acceptable, providing that it would not prejudice wider redevelopment opportunities. Any redevelopment of land to the south and east of the existing supermarket must not prejudice the opportunity for a bus interchange facility and should ensure a good functional relationship with the proposed railway station. The amenities of nearby residential properties must be protected. VI. East of the District Centre. This area has a wide range of uses, including employment, services and car parking. It has the potential for great change, given the changing requirements of many traditional industries and general social trends. Although the Council will encourage existing employment uses to remain and will facilitate their expansion where appropriate, when sites are vacated other forms of development might be appropriate in principle - for example leisure, residential or non-food retail warehousing (for outlets which might not be accommodated in the primary shopping area). The extent to which these alternative uses could be satisfactorily accommodated within the area will be determined by a number of factors including: their functional relationship with the Primary Shopping Area; adjacent land uses; and the improvement of vehicular access to and within the area. Any redevelopment must retain, and preferably enhance, public car parking in the area, in terms of quality, quantity and location. The

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Council will explore with developers the possible closure of redundant highways and their inclusion within development sites. It will also seek improvements to other highways to enhance access to the area. VII. 2-10 Union Street, 1-7 Stafford Street and 24-28 Market Place. The existing units are of modern construction and contrast markedly with the traditional design of other buildings in the centre. Ideally, the Council would wish to see the units redeveloped or refurbished in a more sympathetic style. Redevelopment would also provide the opportunity to accommodate a greater variety of units sizes in an important location within the Primary Shopping Area. However, proposals to amalgamate existing units, to produce units of a size not adequately represented within the centre, will also be supported, in principle. If the area is proposed for redevelopment, this should be done comprehensively. All servicing must be taken from the rear of the units, accessed from either Union Street or Upper Lichfield Street. The impact of any proposed redevelopment on the Conservation Area and on nearby listed buildings needs to be carefully considered. 17.7 This policy identifies those parts of the centre which could accommodate change most readily and provides broad indications of the Council’s vision for these areas. The Council wishes to encourage developers and others to put forward schemes that will realise the potential of these areas to contribute to the overall strategy for the centre. Where appropriate, the Council will prepare Supplementary Planning Documents to provide more detailed guidelines for developers and ensure that the development potential is realised and that development proceeds in the most satisfactory way. Development and associated traffic works should take account of the need for public transport and service access whilst minimising the environmental impact of this. Access for pedestrians should also be maintained and enhanced. 17.8 The areas of development / investment opportunity are generally defined quite widely in order to maximise the potential opportunity. A comprehensive approach to development is encouraged and whilst individual proposals will be considered, the Council will need to be satisfied that a more comprehensive scheme cannot be achieved, and that future more comprehensive development options are not prejudiced. It should be noted that the inclusion of property within one of these areas does not necessarily mean that redevelopment proposals will be made which will affect it. Neither are development proposals outside these areas precluded, if they are otherwise in accordance with the policies of the Plan. TRANSPORT Policy WH5: Rail Station and Transport Interchange The Council will strongly encourage Centro to construct a passenger railway station to serve the District Centre, as a matter of priority. This should include provision for interchange with other public transport modes and park and ride. Land required for the station and associated facilities, as identified on the Inset Map, will be protected for that purpose. 17.9 A railway station would increase the profile and accessibility of the District Centre and would open up wider employment opportunities for local people. A site for a station has been identified off Rosehill / Bilston Street. The site can also accommodate a small car park. However, the Council believes that the provision of a

Walsall Unitary Development Plan 252 Willenhall District Centre significant Park and Ride facility is necessary if the station is to be used to its full potential. The Council will therefore encourage the inclusion of adjacent land to provide a Park and Ride facility. The frequency of services and the number of destinations served are also important factors in ensuring that the station is well used and has the maximum regenerative benefit. The Council will, therefore, encourage both Centro and the rail operator to provide as frequent a service as possible to as many destinations as possible. Policy WH6: Buses The Council will seek, with Centro, to improve facilities for bus users in the centre, including good interchange between different bus routes, the proposed rail station and other transport modes. Measures to reduce delays to buses caused by congestion will be explored through the Bus Showcase initiative. 17.10 Over 35% of visitors to the District Centre arrive by bus; it is the mainstay of public transport in the area. However, facilities for bus users are currently poor: lack of information; scattered terminus points etc. The bus route between Walsall and Wolverhampton, passing through Willenhall, has recently been the subject of works to upgrade it to Bus Showcase standard. Centro is also considering the possibility of a new bus interchange facility - see WH4 (v). These improvements will make the bus a more attractive way of travelling into the District Centre. Policy T2 in Chapter 7 includes guidance on the design of bus lanes, termini, stops and lay-over areas. Policy WH7: Pedestrians The Council will consider whether the main pedestrian routes into the centre and to transport terminus points from nearby residential and employment areas can be improved. Measures to improve pedestrian circulation within the centre will also be considered. 17.11 The Council is seeking to improve accessibility for all sections of the community and to discourage people from making short journeys by car (see also Chapter 7). Over 25% of visitors to the centre arrive on foot, emphasising its importance for local people and the need to provide safe, attractive and convenient pedestrian routes. Pedestrian circulation routes within the centre need to be kept clear of obstacles, to maintain convenience and safety. The current pedestrianised areas will be retained. Policy WH8: Provision for Cyclists The Council will install facilities for cycle parking at appropriate locations. Links to established cycle routes will be improved. The possibility of improving on-highway cycle facilities will be investigated. 17.12 Given the very local catchment of the centre and the nature of many of the shopping trips, there is potential to increase use of cycles. The Walsall - Willenhall Cycle Route passes to the north of the centre and is predominantly off-highway: the Council will seek to maximise the opportunity this provides for safe cycle travel. On- highway facilities - cycle lanes, crossings - would complement this provision.

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Policy WH9: Traffic Management The Council will keep under review the need for road improvements and/or other traffic management measures to assist the circulation of traffic in and around the centre. Particular attention will be given to:- I. Assisting the free flow of buses. II. Improving the traffic circulation in the eastern fringes of the centre. III. Measures to support new investment and development. 17.13 Despite the emphasis on encouraging people to travel into the centre by public transport, walking and cycling it is recognised that there may be a need to carry out minor road improvements and/or other traffic management measures to improve traffic circulation for all road users, including buses. There is a particular need to review the situation in the eastern fringes of the centre where roads accessing the centre also serve the adjacent industrial/ commercial area. Policy WH10: Parking The provision of additional surface-level car parking for shoppers and visitors will be encouraged and existing provision enhanced, wherever possible. Parking provision in the centre should be in accordance with the principles in Policy T7 in Chapter 7. 17.14 Currently, over 36% of visitors to the District Centre arrive by car. Whilst the Council is seeking to encourage greater use of other modes of transport, a large number of people will continue to use the private car to access the centre. The amount of car parking needs to reflect the demand for spaces from shoppers and visitors and the quality of the parking provided should help to sustain the attractiveness of the centre.

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