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Fleetwood Think Piece Report.Pdf Fleetwood Masterplan ppublicublic consultationconsultation JulyJuly 20072007 Fleetwood Masterplan Contents Pages 1. Baseline 3-5 2. Key Issues 6-7 3. Vision & Spatial Framework 8-9 4. Waterfront Area Framework 10-11 5. Lord Street Area Framework 12-13 6. South Docks Area Framework 14-15 1. INTRODUCTION & BASELINE providing such character. Weak areas of townscape are has declined but fish processing has continued. There is a Wyre Borough Council has commissioned King concentrated around the periphery where most change poor quantity and quality of commercial premises with little Sturge and URBED to undertake a masterplan for has occurred over time, particularly along Dock Street, the evidence of investment. Many properties have remained Fleetwood. This thinkpiece is a consultation docu- ASDA store and Freeport, areas poorly integrated with the vacant for years and in many cases are in poor condition, ment on the draft Masterplan and provides a sum- traditional town centre. remaining unattractive to potential investors and occupiers. mary of the analysis taken and ideas for regenera- tion. It comprises a baseline review, identification People Housing of key issues, a spatial framework for the town and three Area Frameworks for Lord Street, the Water- 1.3 The population of Fleetwood is 26, 841. There is a lower 1.5 There has been strong growth in the housing market since front and South Docks. number of 20-44 year olds than the England average 2002. However prices are the lowest on the Fylde peninsu- reflecting out migration, in part due to the loss of manu- lar (comparative to Barrow-in-Furness another peripheral facturing jobs in the fishing and chemicals industry. There port town). However this also offers comparative value Townscape & Urban Design is an over-representation of over 65 year olds which is to for money and affordability. Moreover, there has been no be expected in a seaside town. The five wards that make major housebuilding in Fleetwood or upgrading of stock in 1.1 Fleetwood is a historic planned town conceived in the up Fleetwood town suffer from multiple deprivation, much many years, in part due to a lack of available sites. The early nineteenth century and named after its founder, Sir greater than the borough average. As a proxy for income, stock largely comprises terraces and there is little diversity Peter Hesketh-Fleetwood. The eminent architect Decimus 36 per cent of households do not have a car and nearly 40 of house types. Burton was commissioned to design and supervise per cent of households have no qualifications. The town construction of the new town, which was to function as a has many households suffering from economic disadvan- Retail flourishing holiday resort and as a seaport for cargo and tage. passengers. Fleetwood has retained much of its nineteenth 1.6 Retail analysis shows other retail centres getting stronger century fabric with the origins of the planned town still Economy and Fleetwood weaker. Fleetwood effectively has a 180 de- visible in the layout of streets and spaces. gree catchment due to its peninsular location. Whilst Dock 1.4 Fleetwood has concentrated on a narrow range of industrial Street would have made a prominent shopping district on 1.2 In general the urban structure is robust. The traditional sectors, namely fish and chemicals. The economy of Fleet- the entrance to town, Lord Street is comparatively tucked network of streets is largely continuous and uninterrupted. wood has been virtually static for a number of years with away with no discernable entrance point or “gateways” to The oldest buildings of the town are situated around the no economic diversification from the traditional industries the visitor on arrival. Waterfront where the town originated. Some of the town’s in fish and chemicals. The decline in tourism and visitor earliest and finest buildings remain such as the North expenditure has hit the town. The closure of ICI in 1999 1.7 The out of town style ASDA superstore on the edge of a Euston Hotel, Queen’s Terrace and Fleetwood Museum. led to significant job losses and a severe reduction in local roundabout in a car parking envelope now provides the Fleetwood also retains its character as a seaside resort spending power. Fleetwood has a strong tradition as a fish- gateway to the town and theoretically acts as the southern with buildings and areas such as the Marine Hall Gardens, ing port but there has been a huge reduction in the number anchor. The northern end terminates at Fleetwood Market, Fleetwood Pier, golf courses and the bowling greens of fishing vessels operating out of the town. Fish catching another key anchor, although clear linkages to and between 3 these facilities are poor and lack definition. Lord Street itself comprises mainly Victorian terraced properties which provide a pleasing streetscape with a variety of frontages and some distinctive historic corner buildings. 1.8 However the quality of some of the more modern units is poor and creates a negative townscape in places and the quality and consistency of facade treatment is low. The town centre lacks many recognised multiple retailers and high street names, but is well represented by local retailers and there is a variety of shops and goods on sale. Vacancy levels are low. 1.9 Freeport stands alone as a retail destination with little evi- dence of linked trips to Fleetwood town centre. This is not helped by the ease at which cars are allowed in and out, and the poor pedestrian, physical and functional links to the town centre. Over time, it has expanded and recently Marks & Spencer’s moved in after leaving the town centre 15 years earlier. Parking is free in the 700 spaces and full security is provided throughout the complex. Tourism and Leisure 1.10 Fleetwood retains some of its character as a traditional seaside resort. This is mainly concentrated along the northern Waterfront, lined by terraces of hotels and guest- houses and entertainment facilities (The Pier, amusement arcade, fish and chip shops, Marine Hall and Gardens, Boating Lake, miniature golf courses, bowling greens and play facilities). These facilities are mainly used in season. The Marine Hall stages shows and events year round. There is also a working ferry to Knott End and four miles of beaches and seafront gardens. Other year round key visi- 4 tor attractions now in Fleetwood are Freeport, Fleetwood Market, Fleetwood Museum, and the large static caravan sites. The overall scale of tourism infrastructure no longer serves the number of visitors it did presenting a clear issue of how to re-use and regenerate these outmoded visitor facilities to support a sustainable destination. Transport 1.11 Similarly to other coastal towns Fleetwood is quite physi- cally isolated with poor transportation links. This creates a barrier to economic growth due to poor transport infra- structure and the 180 degree hinterland reducing the natu- ral customer base. Poor accessibility places constraints on tourism as well. 1.12 Once blessed with a mainline station the rail link to the town was cut as part of the 1960’s Beeching Review. The A585 was built over the rail line. The A585 link to the mo- torway network (M55 Preston to Blackpool) suffers from a lack of capacity. Congestion on the road is considerable as it is literally one way in and out. At peak times this is increased by HGV traffic to the port. Unless significant public transport improvements are made this will place a limit on further development in the town. 1.12 The Blackpool and Fleetwood tramway provides an impor- tant recreational and commuter service between Fleet- wood, Cleveleys and Blackpool. Investment is planned to upgrade the tramways, increasing the frequency of services, create special excursion services by heritage trams and promote its use for commuters to Blackpool. 5 There is an, in principle, support emerging from Network advantage of the fact it is a town by the sea. 2. KEY ISSUES & Rail that should be further pursued along with a delivery and operating mechanism. The proposed waste transfer facility 2.7 Fleetwood will benefit from infrastructure investment such OPPORTUNITIES site to the south of Fleetwood Docks should also consider as the Blackpool and Fleetwood Tramway upgrade and in the use of rail options. Possible locations for the terminus terms of a greater number of tourists being pulled into the Introduction are explored in the South Docks Area Framework. local catchment area. Fleetwood still has a tourism role as a smaller historic coastal resort catering to the increase in Water day visits, short breaks and the rise in personal disposable 2.1 From the undertaking of an indepth baseline assessment of income. In terms of day visits shopping and taking light Fleetwood the Masterplanning process is now at the stage 2.4 Fleetwood’s regeneration should largely be based around exercise are primary motivators. to identify what are the key issues facing the town, and what the areas of water which embodies the unique history and threats and/or opportunities make these issues so critical to character of the town. Waterfronts are popular places to live 2.8 The aim for Fleetwood is to take advantage of the projected address as a priority. and people also like being near water so the ability to attract increase in visitor numbers and tramway accessibility by people to waterside activities is a key strength. Maximising creating a distinctive and complementary visitor offer and 2.2 The Masterplan is an opportunity to specifically push Fleet- activity along the Waterfront will be important, as well as marketing this identity in a unique and innovative approach. wood forward – it is a town that has struggled economically creating better linkages between this area and the town.
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