1 The Purpose of the Study

01 The St Helens Retail and Leisure Study advises on:

• The current performance of the town and local centres of the Borough;

• The need, and capacity to support, further retail and commercial leisure development within the main centres of the Borough up to 2016;

• The most appropriate location for such development; and

• Any requirement to amend the retail policies of the St Helens UDP, having regard to the above

2 The Performance of the Borough’s Shopping Centres

02 In the sub-regional context, St Helens town centre is an important comparison shopping centre. In terms of function and size, its importance is directly comparable with its major competitors, Wigan and Warrington, although these towns have a far greater importance in terms of influencing leisure patterns. Moreover, their relative importance for shopping may alter following substantial improvements planned within both of the town centres. The broader patterns of non-food shopping in the Borough are influenced by the proximity of the metropolitan centres of Manchester and Liverpool.

03 Within this context, St Helens town centre is the principal shopping destination within the Borough. It has a non-food catchment population in the order of 129,500 and generates an annual retail turnover estimated at over £272m. The majority of its trade derives from residents of the Borough and from settlements on the periphery of the Borough, such as Ashton-in Makerfield and Prescot.

04 In general, retailers within St Helens perform well or very well. The success of the town centre as a borough-wide trading destination is reflected in its Zone A rental levels, which have seen considerable growth since 1995, and its low investment yields (7%). Vacancy levels, at 8% of units, are below the national average of 11%.

05 Most visitors to the town centre are satisfied with the choice it provides and its shopping environment. Nevertheless, increasing the range of both non-food retailing and entertainment facilities were considered major objectives by residents.

06 In contrast to its shopping provision, the town’s commercial leisure sector is weak in comparison to competing town centres. Its evening economy relies heavily on pubs and restaurants. This situation may be remedied in the near future following the development of a multiplex cinema off Chalon Way and other leisure uses at Ravenhead Park.

07 In contrast, Earlestown is a far less robust centre. Its vitality stems from the presence of three large foodstores, which retain 29% of main food and 47% of ‘top-up’ food shopping trips within the town. Most residents undertake both their food and non-food shopping in either St Helens or Warrington. The comparison retail sector within Earlestown is used principally for lower-order or day-to-day requirements. The town centre’s catchment population is estimated at between 12,000 and 19,000, although this may decline once the superstore in Haydock is built. Its total turnover is estimated at £32.9m, the majority of which is accounted for by the three foodstores.

08 Although the town’s limited catchment area means that it is not considered attractive to new investors, it performs its local role well and commercial indicators of vitality and viability have either remained constant or improved marginally since 1995. Vacancies are below the national level. Most visitors were satisfied with the town centre generally, although many cited the environment (most particularly the poor street cleaning), car parking, personal safety and the range of non-food shops and entertainment facilities as being principal concerns.

09 Most residents of the Earlestown/Newton-le-Willows area look to Warrington for entertainment provision.

10 The local centres vary considerably in their structure and function. Some centres, such as Boundary Road, perform a strategic function in terms of food shopping owing to the presence of freestanding foodstores, although they do not necessarily act as a focus for the community. Others, such as Marshalls Cross or Rainford, perform essential multiple roles in terms of shopping, leisure and community functions.

11 Overall, the local centres are assessed to be underperforming, particularly in terms of non-food shopping. For many, this reflects the relative ease of accessibility to larger centres by either car or bus. Although many smaller centres continue to prosper by exploiting convenience roles, some larger centres are clearly in decline as a result of changing shopping patterns and increased consumer mobility.

3 The Need for Further Retail and Leisure Development

12 Within St Helens itself, the analysis identifies a need for further retail development arising from:

• A continuing growth in the levels of expenditure available to retailers, compounded in the case of food retailers by current overtrading. By 2016, this could potentially accommodate a 5,000 sq. m net superstore (or a number of smaller supermarkets), just over 21,000 sq. m net of non-food retailing and about 4,200 sq. m net of retail warehousing;

• A considerable level of market demand for new retail development in the town, including requirements from superstore operators and, in the comparison retail sector, several national multiples; and

• A general requirement to continue to diversify the retail and leisure base of the town centre in order to retain current market shares and to keep pace with similar developments taking place in competing centres.

13 The qualitative deficiencies identified in the town’s leisure and entertainment sectors will be addressed by the new multiplex cinema off Chalon Way and the unspecified provision at the Ravenhead Retail Park.

14 Turning to Earlestown, no statistical capacity is identified sufficient to support further large-scale retail development. For such expenditure to become available, the town would need to compete more directly with the larger centres of St Helens and Warrington to ‘claw back’ trade lost currently. Whilst there is clearly scope for this to happen, in practical terms there would be no commercial support for the scale of retailing required to effect such a material change in shopping patterns. Therefore, although it should be a land-use planning objective to achieve a greater level of expenditure retention within the Newton-le-Willows area, the ability to do this is restricted by the modest level of market demand. In this respect, it is noted that demand is strongest in the convenience sector, where the town’s qualitative need is lowest. There is no identifiable requirement arising from the comparison retail sector.

15 The majority of the local centres perform a vital role in providing for the top-up food shopping and lower-order non-food shopping needs of their local areas, which reduces the need to travel. This role should be encouraged. Moreover, some of the centres, such as Marshalls Cross and Rainford, also fulfil a vital social and communal role that should be extended wherever possible to other local centres in order to help diversify their attractiveness to a range of visitors.

4 The Requirement to Allocate New Sites in the UDP

16 It is considered prudent to plan for an expansion to St Helens town centre’s central shopping area during the course of the UDP Review’s lifespan. New retail and leisure development should be directed to locations where they are highly accessible to a full range of travel modes and where they will complement and be of benefit to town centres.

17 Having regard to the scale of the need identified, the local planning authority should consider the availability of sites suited to accommodate:

• Up to 30,000-40,000 sq. m (gross) of new Class A1 development integrated with an additional 3,400 sq. m of Class A3, in a variety of units ranging from 100 sq. m to 6,000 sq. m. The floorspace should be provided in one or two large redevelopment schemes in the town centre to maximize retailer interest. This would provide a sufficient mix of tenants to attract consumers on a large scale. The floorspace may be provided as an extension to the existing primary shopping frontages or shopping centres of the town centre; and

• Improvements to the town’s hotel provision.

18 The Study identifies a ‘need’ for a large foodstore of about 8,000 sq. m gross (which would convey qualitative benefits over the existing provision in the town) or a smaller superstore and several discount supermarkets of about 1,500 sq. m gross. Subject to Secretary of State approval, the Council has approved development at the former St Helens Glassworks that will provide 8,361 sq. m gross retail floorspace and therefore satisfy this need. Nevertheless, owing to the high shopper satisfaction expressed with the current foodstores in St Helens, further provision is not considered pressing, and should not take precedence over, nor jeopardize, the Council’s search for sites to accommodate the non-food retailing identified above;

19 Only one site has been identified in the town centre that could accommodate a significant new non-food retail development. This is the area to the south of the Church Street Shopping Centre, occupied currently a variety of uses including car parking (which would need replacing), which has problems relating to multiple ownership that may take some time to resolve. Moreover, the cost of replacing surface level car parking on the site currently with decked parking will prove costly and, in combination with other development expenses, may make the scheme unviable. Nevertheless, the benefits of a major extension to the Church Square shopping area, and the better integration of the Safeway to the main shopping streets, will be considerable. Depending upon the land available, the site could potentially accommodate all of the town’s identified non-food retail requirement.

20 Of the other sites identified within the Central Shopping Area, the former cinema on Bridge Street is likely to be developed shortly for small-scale uses and the former Lowe House School, if it becomes available, is unlikely to appeal to any retailers other than a discount foodstore (and its attractiveness for this use is limited). The site may nevertheless be able to meet some of the town’s requirement for further hotel development.

21 There are no sites available within the Central Shopping Area capable of accommodating a new food superstore, and neither Safeway nor Asda is able to redevelop larger formats within the constraints of their existing sites. However, there may be a possibility that Safeway could extend its store significantly as part of any future extension to the Church Square Shopping Centre. Given that there is no pressing need for a new superstore in the town, the decision on whether to allocate a large site on the edge of the town centre is finely balanced.

22 The Ravenhead Retail Park should meet the majority of the capacity and demand identified for retail warehousing, and therefore it is not considered necessary to allocate further sites for this form of development in the town. Any retail warehouse proposals, if they arise, can be assessed against a criteria-based policy as recommended in PPG6.

23 It is not considered necessary for the UDP Review to allocate further retail sites in Earlestown. The fragile retail base of the town centre at present, and the town’s reliance upon its main foodstores to generate ‘spin off’ trade, means that any future planning applications for foodstores should be assessed thoroughly against PPG6 criteria.

24 No specific need or demand has been identified within the local centres for further large-scale retail or leisure development, and in many instances it would be inappropriate for major development to take place within them, should suitable sites exist. Inevitably, successful trading locations will prove attractive to both investors and retailers, and in this respect Boundary Road local centre may experience some pressure for further expansion. Such proposals should be assessed against their effect on the vitality and viability of other centres (both individually and cumulatively), the accessibility of the centre by public transport and the proposal’s general effect on travel patterns, as recommended in PPG6.

6 Recommendations

25 Having regard to the foregoing, it is the recommendation of this study that:

1. Within St Helens, land to the south of the Church Square Shopping centre be investigated for its potential to accommodate a major new non-food retail development. This may best be secured through an allocation within the UDP;

2. The Lowe House school site in St Helens be identified in the UDP as suitable for mixed-use development, potentially to include residential, hotel, leisure and retail uses;

3. That a policy be included within the UDP Review that seeks to sustain and enhance the vitality and viability of the Borough’s existing shopping centres by encouraging retail and commercial leisure development of an appropriate scale to locate within them;

4. That all other retail and commercial leisure proposals in the Borough be considered against a criteria-based policy. This policy would be similar in content to UDP Policy RET2, but updated to take into account recent Ministerial statements on ‘need’.

______1885VolI/jds/08.01.01 SCHEDULE OF CONTENTS

SECTION 1: THE PLANNING AND COMMERCIAL CONTEXT OF THE STUDY

1. INTRODUCTION Scope and Purpose 1 Structure of the Report 2

2. NATIONAL PLANNING POLICY REQUIREMENTS Town and Country Planning Act 1990 3 PPG12 ‘Development Plans’ 3 PPG6 ‘Town Centres and Retail Developments’ 3 Defining ‘Need’ 4

3 EMERGING RETAIL AND LEISURE TRENDS Introduction 6 Trends in Food Retailing 6 Trends in Non-Food Retailing 7 The Growth in Electronic Commerce 8 Leisure Development 9

4 THE BOROUGH AND THE SUB-REGIONAL SHOPPING HIERARCHY The Borough’s Location and Accessibility 12 The Borough’s Population Characteristics 12 The Sub-Regional Shopping Hierarchy 13 The Shopping and Leisure Hierarchy of St Helens Borough 14

SECTION 2: ST HELENS TOWN CENTRE

5.1 STRUCTURE AND FUNCTION Structure 16 Retailer Representation 16 Retail Function 17 Leisure Representation 19 Leisure Function 19

5.2 COMMERCIAL INDICATORS OF VITALITY AND VIABILITY Zone A Rents 20 Commercial Yields 20 Vacancies 21

5.3 VISITOR, RETAILER AND MARKET PERCEPTION Introduction 22 Shopping Environment 22 Town Centre Accessibility 22 Town Centre Parking 23 Quality and Choice of Shops 23 Quality and Choice of Entertainment Facilities 23 Security and Safety 24 Market Overview 24

5.4 CAPACITY AND DEMAND New Retail Development 26 New Leisure Development 28

5.5 THE AVAILABILITY OF SITES Sites within the Central Shopping Area 30 Sites on the Edge of the Central Shopping Area 31 Other Sites within the Town Centre Inset 32

SECTION 3: EARLESTOWN TOWN CENTRE

6.1 STRUCTURE AND FUNCTION Structure 35 Retailer Representation 35 Retail Function 36 Leisure Representation and Function 37

6.2 COMMERCIAL INDICATORS OF VITALITY AND VIABILITY Zone A Rents 38 Commercial Yields 38 Vacancies 38

6.3 VISITOR, RETAILER AND MARKET PERCEPTION Shopping Environment 39 Town Centre Accessibility 39 Town Centre Parking 39 Quality and Choice of Shops 40 Quality and Choice of Entertainment Facilities 40 Security and Safety 41 Market Overview 41

6.4 CAPACITY AND DEMAND New Retail Development 42

SECTION 4: LOCAL CENTRES

7 STRUCTURE AND FUNCTION Billinge 44 Boundary Road 44 Chain Lane (Harefinch) 44 Chancery Lane 45 Clipsley Lane, Haydock 45 Clock Face Road 45 Fingerpost 46 Marshals Cross (Four Acres Lane) 46 Newtown 46 Newtown-le-Willows 47 Rainford 47 Rainhill 47 Sutton Village 48 Thatto Heath 48 Out-of-Centre Retail Facilities 48

SECTION 5: STRATEGIC RESPONSE

8 STRATEGIC RESPONSE TO IDENTIFIED NEED St Helens Town Centre 50 Earlestown Town Centre 52 Local Centres 53 Recommendations 54 1 INTRODUCTION

Scope and Purpose

1.01 This report has been prepared on behalf of St Helens Metropolitan Borough Council by MVM Planning Limited in association with Cheetham and Mortimer, chartered surveyors. It informs the review of the 1998 St Helens Unitary Development Plan on the capacity and need for additional retail and leisure development within the main centres of the Borough.

1.02 In response to the requirements of the Consultant’s Brief, the report considers the following:

1. The position of St Helens and other shopping centres within the Borough in the retail hierarchy of the sub-region, and the effect that further retail and leisure development permitted in the area may have on this position;

2. The ‘need’ for additional retail floorspace and leisure development within the Borough over the development plan period (2001 to 2016);

3. The market demand from retail and leisure operators for representation in the Borough and future trends that are likely to influence this;

4. In broad terms, the most appropriate locations to accommodate the scale and character of development for which a need has been identified; and

5. Appropriate development plan policy responses to the above.

1.03 In undertaking this research, due regard has been had to relevant advice contained within PPG6 and subsequent Ministerial statements on retail matters. The Study has also taken into account a number of documents produced by the local planning authority, most notably their annual ‘Town Centre Implementation Strategies’ and the St Helens Town and Local Centre Surveys.

1.04 The following areas of new empirical research have been undertaken as part of this study:

• A telephone survey of 750 households in St Helens and the surrounding area in order to ascertain general patterns of shopping and leisure activity in the sub-region (Appendix I);

• An on-street survey of 300 visitors to the town centres of St Helens and Earlestown in order to gauge customer perception of the centres (Appendix II);

- 1 - • A postal survey of 250 businesses within St Helens and Earlestown town centres, in order to assess retailer views of the strengths and weaknesses of each town as a shopping and leisure destination, and to anticipate future changes to their representation (Appendix III); and

• A national survey of retail and leisure operators to estimate future demand for representation within the Borough (Appendix IV).

Structure of the Report

1.05 The report is set out as follows:

Section 2: Summarizes the planning policy context for undertaking retail and leisure studies;

Section 3: Outlines emerging trends in the retail and leisure industries that may influence patterns of patronage within the Borough during the course of the UDP review;

Section 4: Considers briefly the shopping hierarchy of the Merseyside region, and the role of the Borough’s town and local centres within this hierarchy;

Section 5: Considers the vitality and viability of St Helens town centre in terms of: it’s retail composition; the way that it is used and perceived by shoppers and local businesses; and the main areas from which it draws trade. From this the ‘need’ for further retail development in St Helens is assessed, having regard to expenditure capacity, demand and any qualitative deficiencies identified in the survey.

Section 6: Considers Earlestown town centre having regard to the same factors;

Section 7: Considers briefly the identified local centres and out-of-centre locations within the Borough; and

Section 8: Recommends any revisions to current development plan policies governing the scale and location of new retail and leisure development.

- 2 - 2 NATIONAL PLANNING POLICY REQUIREMENTS

Town and Country Planning Act (1990)

2.01 Part II of the 1990 Act requires that local planning authorities keep under review all matters that are expected to affect the development of their area, and to institute surveys to examine such matters.

PPG 12 ‘Development Plans’ (2000)

2.02 PPG 12 emphasises the Government’s commitment to a plan-led planning system (paragraph 1.2). In preparing development plans, authorities are required to make an overall assessment of development requirements over the whole of the plan period, which will inform both the strategic and local planning policies of the development plan (paragraph 2.20).

PPG6 ‘Town Centres and Retail Developments’ (1996)

2.03 In preparing their development plan, PPG6 requires the local planning authority to:

• Consult with business interests and the local community to set out the hierarchy of centres within the Borough, and to seek to promote new development within those centres and enhance their existing provision (paragraph 1.5). The relationship between existing centres should be considered, and a policy approach be adopted for each category of centre, having regard to the potential in each centre for change (Annex B4);

• Plan positively for future requirements, and to work with the private sector to assess need or market demand (paragraph 1.6). In particular, the local planning authority should take account of broad forecasts of retail demand and the way in which the market will respond to that demand, by reference to location (Annex B4);

• Where such need exists, work in partnership with the private sector to identify additional sites for new development (paragraph 1.8). The site selection process should follow the sequential approach (paragraph 1.10), and sites identified should be suitable, viable for the proposed use, and likely to become available within a reasonable period of (paragraph 1.12). Where there is a clearly defined need that cannot be accommodated within or on the edge of existing centres, the local authority may consider combining new development with existing out-of-centre travel generating uses (paragraph 1.17). Special attention should be paid to the accessibility of

- 3 - various sites by a choice of means of transport (Annex B4);

• In assessing capacity, consult property owners and retailers, and to have regard to the opportunities for the expansion of existing centres, to the scope for diversifying town centre activities, to the availability of public transport and to the need to retain or improve open space and recreational opportunities (Annex B4); and

• Where site assembly is required on identified sites, indicate in the development plan what action the local planning authority will take to accelerate the process including, if necessary, the use of CPOs (paragraph 1.6).

2.04 Local planning authorities are also advised to monitor the effectiveness of previous development plan strategies aimed at enhancing town centre vitality and viability, and to include within the development plan criteria-based policies for assessing retail and leisure proposals outside town centres (Annex B4).

2.05 PPG6 identifies leisure and entertainment developments as key town centre uses and states that, although retailing should continue to underpin centres, it is only part of what ensures the health of town centres. The document emphasises the importance for local authorities to develop a clear strategy and policies for uses that support the evening economy of their town centres.

Defining ‘Need’

2.06 Paragraph 1.10 of PPG6 makes it clear that if there is no need or capacity for further developments, there will be no need to identify additional sites for development within the Part II of the UDP. However, ‘need’ is not defined within the policy guidance. Subsequent Ministerial speeches by the former Planning Minister, Richard Caborn, noted on 11 February 1999 that:

“'need’ should not be regarded as being fulfilled simply by showing that there is capacity (in physical terms) or demand (in terms of available expenditure within the proposal’s catchment area) for the proposed development. Whilst the existence of capacity or demand may form part of the demonstration of need, the significance of any particular case of the factors which may show need will be a matter for the decision-maker”.

And, on 24 June 1999, that:

“What does ‘need’ mean?…First, would -be developers must demonstrate that need does not mean simply an assertion by the developer that there is market demand. It means that the local planning authority must consider the wider needs of the community as well as the market demand for a plan before it accepts the development plan [sic]. If the local authority is satisfied that a

- 4 - need exists, it must also be satisfied that the sequential test has been applied in selecting the site…. Even then, the local authority must also consider whether there will be an adverse impact on the existing centre before it allows the proposal to go forward. That was a clear definition of the word ‘need’”.

2.07 Although still a ‘matter for the decision-maker’, a demonstration of need should generally involve addressing a combination of some or all of the following factors:

1. Expenditure capacity; 2. Physical capacity; 3. Market demand; and 4.‘Wider community needs’, which may include qualitative deficiencies in the existing retail provision that require long shopping journeys to be made.

2.08 The local planning authority should therefore be satisfied that new retail or leisure development will satisfy some or all of the criteria set out above prior to allocating sites for such development within its development plan. When such allocations are made, the authority must select sites having regard to the sequential approach, and be satisfied that the scale and character of development will not affect adversely existing centres.

- 5 - 3 EMERGING RETAIL AND LEISURE TRENDS

Introduction

3.01 Trends in the retail and leisure industries are a response to a number of social and economic variables, including: changes in lifestyle and mobility; the national economy; land-use planning policies; the introduction of innovative technology; and changes in consumer aspirations. Whilst future changes to these factors are hard to predict with any surety, this section provides an overview of the emerging trends in the retail and leisure sectors that are likely to persist over the review period.

Trends in Food Retailing

3.02 Food retailing has undergone a significant restructuring since the advent of PPG6. Most of the major operators have adapted their requirements to better suit current planning policies, and the number of out-of-centre proposals being pursued at planning appeals has curtailed sharply. During the 1990s, experimentation with smaller formats resulted in the emergence of the Tesco ‘Metro’ and Sainsbury’s ‘Central’ stores, each of about 1,000 sq. m, designed to fit within the shopping centres of larger towns. These formats have met with mixed success, and a degree of uncertainty exist over whether they will be pursued further as rental levels for prime pitches are pushed up by other retailers. The programme of store upgrading and extension will also decrease in the near future as the number of stores capable of being extended declines.

3.03 Consequently, the foodstore operators are likely to diversify in a number of ways during the Review period:

• The number of major retailers will continue to reduce because of mergers and acquisitions, and it is unlikely that any major new operators will appear on the UK market. The movement of major national operators into the convenience retail sectors is likely to see the number of smaller, independent operators continue to decline;

• Major superstore retailers will continue to form allegiances with other companies, such as those operating petrol filling stations, in order to break into niche markets and compete against weaker market sectors;

- 6 - • The main superstore operators will invest increasingly in suburban district and local centres, which provide redevelopment opportunities and allow for mixed uses including hotels, leisure and residential units;

• Superstores will diversify further into non-food lines, for which they will require greater floorspace, using existing supply infrastructures and relying upon brand ‘trust’. For Asda, this may mean separate ‘George’ outlets;

• Sunday, late night and 24 hour opening will be extended to more foodstores;

• Major foodstore operators will exploit opportunities presented by the Internet for home delivery or out-of-centre ‘collection points’, using existing distribution networks to provide a service tailored to individual preferences; and

• Specialist discount retailers such as Aldi, Lidl and Netto will continue to develop new stores, although it is uncertain how the superstore operators will react to this growing market sector. Previous attempts by Tesco and Asda to sell ‘basic’ lines met with mixed success.

3.04 With current planning restrictions, food retailers will continue to exercise a degree of flexibility in format of their stores if this allows them to locate in town centres. However, non-conventional formats historically trade at lower levels, being less popular with customers, and so the degree to which flexibility will be exercised will depend largely upon the level of competition in the area.

Trends in Non-food Retailing

3.05 The continuing merger and consolidation of companies is likely to lead to fewer national multiple outlets competing in the market place. This will have two principal effects for town centres:

• It will drive down demand in the longer term. As demand is the engine for reinvestment, this will reduce the attractiveness of investing in speculative redevelopment opportunities; and

• It will make those retailers still in the market increasingly location-sensitive. This will increase demand from multiples for prime and ‘super-prime’ pitches, but reduce the attractiveness of other areas. The net result may be an increased occupation of core town centre shopping units by non-retail uses.

3.06 Key retailers, such as Marks & Spencer and the Arcadia Group, are reducing the size and distribution of their operations and others, such as C&A, are leaving the domestic marketplace altogether. As demand continues to decrease in smaller town centres from these major anchor

- 7 - retailers, more lower-order retailers and food/drink uses will occupy prime frontages.

3.07 In terms of retail warehousing, the market is becoming increasingly sensitive to quality and location. Many retail warehouse operators will now only accept units on major mixed-use retail parks, leading to a decline in the popularity of free-standing units and older retail parks that are located away from the regional road network. The market is now dominated by the likes of Homebase, Ikea, Big W and B&Q, seeking units of 10,000-12,000 sq. m; and Matalan, Comet, Currys, Decathalon and Focus seeking flagship stores of between 2,500 and 5,000 sq. m. Demand is weakest in the size range where supply is greatest (of about 1,000 sq. m).

3.08 Many retail parks are unable to accommodate this new demand owing to the configuration of the existing units. In the context of low demand for the smaller ‘bulky goods’ units, many investors are seeking to create greater flexibility by incorporating mezzanine levels into existing outlets, and to remove restrictive conditions in order to increase the number of ‘non-bulky’ goods operators able to utilize the space.

3.09 Because more fashionwear retailers are experimenting with lower cost warehouse formats, many developers are seeking to provide fashion-led out-of-centre retail parks (‘shopping parks’).

3.10 The demand for new Factory Outlet Centres has subsided considerably, suppressed by increasing planning restrictions. However, these and other successful regional shopping centres, such as The Trafford Centre, are under pressure to extend and to increase their overall attractiveness by introducing complementary non-retail uses.

The Growth in Electronic Commerce

3.11 Many consumers who previously shopped in town centres and retail parks are now using the Internet for some of their purchases. This trend is set to continue, although the exact impact that e- commerce will have on the high street has yet to be established accurately. Verdict Research (1999) indicate that on-line consumer expenditure will increase by 1,000% by 2004, at which time it will account for over 3% of all retail sales.

3.12 Within St Helens, the household survey (Appendix I) indicates that Internet shopping is not widely undertaken. Over 90% of locals have yet to use Internet to purchase any goods whatsoever, and over half of these think it very unlikely that they will use the Internet for shopping over the next five years.

- 8 -

3.13 Nevertheless, as access to the Internet increases through digital televisions and mobile telephones, proportionally less money will be spent in retail units than before, as more is directed to e- commerce. The effect of this will be to reduce spending growth and expenditure capacity. In turn, this will:

• Affect the investment decisions of existing retailers, and over time, further reduce the demand for retail premises; and

• Lead to the creation of new ‘sui generis’ retail collection centres on the edges of major conurbations. Experiments with 10,000 – 20,000 sq. m units are already underway.

Leisure Development

Overview 3.14 Statistics published by Mintel (1999) illustrate that spending on leisure in the UK grew by 23% over the period 1994 to 1999, from £49.1bn to £60.3bn. The largest growth was seen in the leisure activities sector (cinema, ten-pin bowling, gambling), where spending increased from £7.3bn to £11.4bn, increasing their market share by 4% to 18.9%. This growth reflects the increase in personal disposable income.

Cinema 3.15 During the 1990s, the domestic cinema industry underwent considerable expansion. As part of the trend towards larger multi-activity leisure locations, a large number of multiplex cinemas were built to meet increasing demand. The high growth in cinema attendance during this period is attributed to the mixed-activity offer of modern cinemas and a long run of ‘blockbuster’ movies. Mintel estimates that growth in expenditure increased from £518m in 1994 to £798m in 1999; a growth of 54%.

3.16 There are now signs that the cinema market is reaching, and in many urban areas has reached, saturation point, with the number of screens nationwide matching projected attendance levels. A number of operators, such as Virgin, have withdrawn from the UK market. The onset of digital television, pay-per-view home movies and DVD technology could reduce cinema audiences in the longer-term, and many operators now adopt a cautious approach to new development opportunities. For this reason, demand from cinema operators is likely to be low during the UDP Review period.

- 9 - Ten Pin Bowling 3.17 National statistics indicate that expenditure on tenpin bowling reached a peak in 1995, when 12.4% of the population played regularly. This represented a rapid growth from the 1985 figure of 2.1%. Since 1995, participation has fallen slightly each year, and stood at 11.3% in 1998. Notwithstanding this, expenditure rose from £176m in 1994 to £201m in 1998, and was predicted to increase to £210m in 1999. These increases are due largely to the propensity of existing customers to spend more on ancillary services, such as food and drink, when at the bowling alley.

3.18 It is anticipated that the popularity of tenpin bowling will continue to decline. Tenpin bowling has undergone a shift in patronage in recent years, with attendees now more likely to be part of group visiting the location for mixed leisure activities rather than solely for ten-pin bowling. This is borne out by figures that suggest the ‘dwell time’ in modern bowling centres is three to four hours, rather than one to two hours in the older centres. Therefore, although demand for ten pin bowling alleys is likely to be restricted, demand for the expansion and refurbishment of existing venues may increase.

Health and Fitness 3.19 In 1998, there were some 2,000 private health and fitness in the UK and expenditure on health and fitness exceeded £1bn; an increase of 58% since 1994. Mintel (1999) predicts that this will continue to grow, reaching £1.2bn in 1999.

3.20 Health and fitness is the fastest growing area of the leisure industry, and is a product of a general trend towards attaining a healthier lifestyle. Many of the major health clubs are operated by hotel chains and, as with other sectors in the leisure industry, offer a broad range of facilities and activities in one location. Demand for health and fitness centres is set to increase considerably in the short-term, although the market may reach saturation point quickly. There will be an increased tendency to locate gymnasia near employment centres, including in industrial estates, in order to service workers’ lunch-time and morning fitness requirements, and to maximize the potential for corporate membership.

Gambling (including Bingo) 3.21 Expenditure on gambling increased by 73% between 1994 to 1998, from £3.8bn to £6.6bn (Mintel, 1998), largely as a result of the National Lottery. However, Bingo continues to be a prominent leisure activity, attracting around 8% of the population consistently during the 1990s. There is unlikely to be a notable level of demand for new bingo halls, although some halls may be incorporated into larger ‘leisure’ destination centres.

- 10 - Leisure Catering 3.22 The slowest growing sector in the leisure market is leisure catering (food and drink), although it is also the largest, representing 60% of total UK spending on leisure. Although growing slowly, expenditure still increased by £4.5bn over the period 1994 to 1999. The catering sector continues to be well supported, suggesting that interest in developing new catering leisure premises will continue, especially in connection with other leisure activities.

Other Leisure Pursuits 3.23 A recent phenomenon, particularly in the North-West, is the development of ‘regional leisure destinations’. Typically, these comprise real-snow ‘Snow Domes’, ice rinks, gymnasia, swimming pools and racquets courts, supported by ancillary ‘leisure-based’ retailing and food and drink uses, all under one roof. Typically, the floorspace extends to over 30,000sq. m. Proposals for such uses have been or are being pursued at Salford, Ellesmere Port, Haydock, Leigh (Xanadu) and Blackpool.

3.24 At the planning inquiry for the proposal in Ellesmere Port, the Inspector concluded that capacity existed for only one regional leisure facility in the North-West. Market forces will influence greatly the eventual location of this facility, directing it to an accessible location most suited to serving the North-West conurbation. At present, the capacity is likely to be satisfied by the either the Haydock or Salford planning permissions, and therefore no identifiable need exists to provide for further such development within St Helens Borough. Notwithstanding this, it is uncertain whether a facility in St Helens could effectively serve the North-West conurbation and the Borough’s population itself would not be sufficient to attract or sustain a major Regional leisure development.

- 11 - 4 THE BOROUGH AND THE SUB-REGIONAL SHOPPING HIERARCHY

The Borough’s Location and Accessibility

4.01 St Helens Borough lies between the regional cities of Liverpool and Manchester, to the west of the M6 Motorway. The Borough is bounded to the south and south-east by Halton (Widnes) and Warrington, to the north and north-west by Knowsley and West Lancashire, and to the north-east by Wigan. The location of the Borough is shown on the plan at Appendix V.

4.02 The Borough benefits from excellent access onto the national road network. Junction 7 of the M62 Motorway, which links Liverpool to Manchester, is located 8.5km to the south of St Helens town centre. In the north of the Borough, the M58 Motorway runs east-west, linking Sefton to the M6 corridor. The M6 Motorway runs through the Borough 13km to the east of St Helens town centre, and the M57 Motorway runs beyond the Borough boundary to the west, some 8km from St Helens town centre.

4.03 The regional road network of the Borough provides access onto the national motorway system. These interconnecting routes include: the A580, which links Liverpool and Manchester; the A570, which links St Helens town centre with the M62 (south) and the M58 (north); and the A57/A58, which runs through the south of the Borough linking Liverpool with the M6 and Ashton-in- Makerfield.

4.04 There are a number of railway stations within the Borough, including stations at St Helens and Earlestown. Daytime services from St Helens to Liverpool and Manchester operate on average every 20 minutes and services from St Helens to Earlestown run every half hour. The southern suburbs of St Helens are also well provided with frequent services to Liverpool and Manchester, with stations located in Thatto Heath, Eccleston, Rainhill and Sutton. Arriva Merseyside provides the majority of bus services in the Borough.

The Borough’s Population Characteristics

4.05 The Borough contains a resident population currently in the order of 178,500 (mid year estimate, 2000), which has remained relatively unchanged since the census in 1991. St Helens town, the largest town in the Borough, has a population in the order of 73,000. The town experienced a significant population decline of 9,500 between 1981 and 1991, although, as with the Borough as a whole, the population at present is relatively static.

- 12 -

4.06 In terms of the socio-demographic composition of the Borough, the following is of note:

• The age structure mirrors that of the national composition, with 24% being 17 or under and 18% being pensioners;

• Nevertheless, there are proportionately fewer Class AB residents (17% compared to a national average of 23%) and proportionately more manual skilled workers (20% compared to 16%)

• The proportion of residents without access to a car is higher than the national average (42% compared to 39% in the UK). The percentage increases to 49% within St Helens’ urban area. The unemployment rate for the Borough, 6%, is also above the national average (of 4%).

The Regional Shopping Hierarchy

4.07 Two indications of the regional shopping hierarchy are set out in Table 4.1 below. The first, from ‘Shopping Centres of Great Britain’ (1996), is based upon the number of non-food national multiples. The second derives from Experian’s estimates of town centre ‘vitality’. This is based upon a broader consideration of indicators such as: the number of outlets in the centre; the number of vacancies; the number of 'anchor retailers’; and the number of ‘vulnerable’ retailers such as charity or discount/short-lease shops.

Table 4.1: The Sub-Regional Shopping Hierarchy Centre: Classification National Multiples1 Vitality2 Km from St Helens Manchester Metropolitan 143 277 40 Liverpool (Central) Regional 98 254 23 Warrington Regional 53 194 20 Wigan Regional 49 156 17 St Helens Regional 47 165 - Runcorn District 17 80* 18 Widnes District 15 110 16 Skelmersdale District 11 71 14 Prescot District 8 73 6 Earlestown Unclassified 0 - 10 Sources: 1 - Hillier Parker: Shopping Centres of Great Britain (1996) 2 - Experian: Vitality of Centres (2000) * - Refers to Runcorn Shopping City

4.08 The Table indicates that, in respect of non-food shopping, St Helens town centre qualifies as a regional shopping centre, and its importance in terms of function and size is directly comparable with other town centres nearby such as Wigan and Warrington. However, it is likely that the broader patterns of higher-order non-food shopping in the Borough will be influenced by the proximity of the larger centres of Manchester and Liverpool. The proximity of the Borough to the

- 13 - motorway network provides easy vehicular access for those local residents with a car who wish to travel to competing centres. In this respect, the Trafford Centre, situated off the M60 Motorway less than 35km from St Helens, which scores 214 on the vitality index almost on a par with Liverpool City Centre, is a further retail destination that is likely to influence the pattern of higher-order comparison shopping within the Borough.

4.09 Moreover, it is to be noted that the retail attraction of many of these competing centres is set to increase. In particular, it is noted that:

• In Widnes, planning permission was granted recently for an Asda superstore to the south of the town centre, and further schemes are being developed to the north of the main shopping area;

• In Warrington, the Cockhedge Centre is being extended and the Council is considering plans to provide 17,500 sq. m of additional retail floorspace at ‘New’ Times Square in the town centre and/or to provide approximately 28,000 sq. m of additional floorspace through an extension to the Golden Square Shopping Centre. Additionally, there is a resolution to grant planning permission for a Tesco ‘Extra’ store and community sports stadium on the former Tetley Carlsberg Brewery Site on the edge of the town centre, and a consent for a major non-food and leisure scheme at Winwick Bridge, which includes 15 retail units, a cinema, bowling alley, restaurants, public house and nightclub;

• Prescot has recently seen the development of a Tesco superstore as part of Phase I of the Cables Retail Park to the south of the town centre. Phase II, for which planning permission is being sought, is anticipated to comprise a further 10,000 sq. m of retail development; and

• In Wigan, Modus properties are seeking to provide an additional 28,000 sq. m of floorspace in the town centre, incorporating Debenhams, Woolworths and, possibly, an extension to Marks and Spencer. Permission also exists for 1,858 sq. m of non-food retailing at Chapel Lane, and B&Q have submitted a planning application for a ‘Warehouse’ at Frith Street in Newtown. Additionally, Sainsbury’s have planning permission to extend their store at Marus Bridge.

4.10 In terms of leisure activity, the proximity of St Helens to other larger centres with broader leisure offers means that a significant proportion of leisure trade migrates outside the Borough. The household survey (Appendix I) indicates that Liverpool and Warrington are the principal beneficiaries of this custom, attracting 30% of the town’s residents, and that more people in Earlestown visit Wigan (26%) than all other destinations in the Borough put together. Within the broader survey area, St Helens attracted only 16% of households undertaking leisure trips, compared with Warrington at 26%, Liverpool at 15% and Wigan and Manchester at 7% each.

- 14 - The Shopping and Leisure Hierarchy of St Helens Borough

4.11 The UDP defines St Helens and Earlestown as the Borough’s two ‘Town Centres’. These are supported by fifteen ‘Local Centres’. The location of these centres is shown on the plan included at Appendix V of this report.

4.12 Despite the equality of status conferred by the development plan, St Helens is the major shopping centre within the Borough and provides the greatest concentration of national multiple retailers. In contrast, Earlestown is unclassified in the 1996 rankings, reflecting the absence of non-food national multiple retailers within its centre. The local centres vary greatly in size and importance. They range from small suburban shopping parades, such as Chain Lane, through to larger village centres (such as Rainhill, Rainford and Newtown-le-Willows) of considerable local importance. After St Helens town centre, Boundary Road local centre contains the largest concentration of food retail floorspace in the Borough, and includes the town’s most popular main food shopping destination (the Morrisons’ superstore).

4.13 At present, the Borough contains only one retail warehouse park, St Helens Retail Park, located on the eastern edge of the town centre. This retail park contains a range of bulky goods retailers such as Allied Carpets and Scottish Power, as well as Aldi and Iceland foodstores. However, planning permission has been granted for The Ravenhead Retail Park to the south-east of the town centre, and a B&Q Warehouse within the scheme is opening in January 2001. The development comprises 27,638 sq. m of retail/leisure uses and is due to be completed in 2001.

4.14 Within the Borough, St Helens town centre is the primary focus for leisure and entertainment activity. Broadly, it attracts about 20% of all sport/fitness trips being made, about 34% of all entertainment trips and a further 36% of evening trips to pub/clubs from the St Helens/Earlestown/Prescot areas. The only other centre of any note is Newton-le-Willows, which draws a restricted amount of local trade in entertainment and nightlife.

- 15 - 5.1 STRUCTURE AND FUNCTION

Structure

5.101 St Helens town centre is formed at the junctions of the A58 (Prescot Road), the A570 (Corporation Street) and A571 (College Street/King Street). Its central shopping area is focused on Church Street, along with the Church Square and Hardshaw Centre shopping centres. The shopping area continues to the south along Bridge Street and to the north-west along Ormskirk Street. Secondary retail frontages extend to the north and south of Church Street and along Claughton Street, parallel to Ormskirk Street. The extent of the town centre and its central shopping area is shown on the plan at Appendix VII. The eastern section of the town centre (Church Street, Market Street and Hardshaw Street) is pedestrianised.

5.102 The Hardshaw Centre consists of a single storey mall anchored by two department stores, Marks & Spencer and T J Hughes. The Church Square shopping centre comprises four interlinked arcades containing 89 units, and is anchored by Bhs and Boots. The majority of national non-food multiples within the town centre are located within the Church Square Shopping Centre.

5.103 The town centre is well served by car parks. The town’s main ‘Pay and Display’ car parks are located to the south of Chalon Way (300 spaces), adjacent to the Safeway foodstore (435 spaces) and within the Church Square and Hardshaw Centre shopping centres (1,055 spaces in total). Other car parks are located to the north off North John Street and Baldwin Street. In total, the town centre provides in the region of 2,800 parking spaces. The availability and location of car parking in St Helens was not highlighted as a major issue by the surveys undertaken, although pricing was identified as a cause for concern by both shoppers and retailers. The main bus station is located to the north of the Hardshaw Centre and the main railway station 250 metres to the east of the town centre.

Retailer Representation

5.104 As noted, the 1996 Shopping Centre classification indicates that St Helens was ranked 120 out of 1,396 centres surveyed in the UK based on its non-food national multiple representation. This ranking has increased since 1984, when the town was ranked 144 out of 979 centres. On the Experian vitality index, the centre is ranked 97 out of the 505 centres surveyed.

5.105 The retail composition of the town centre is given in Table 5.1, below:

- 16 -

Table 5.1 Retail Composition of St Helens Town Centre Retail Sector Floorspace (sq. % National No. Units % Units National m gross) Floorspace Av. (%) Av. (%) Convenience 15,190 17 15 34 9 10 Comparison 51,600 58 58 192 53 50 Service 15,120 17 20 109 30 28 Vacant 6.410 7 9 28 8 11 Miscellaneous 290 0 2 2 1 1 TOTAL 88,610 100 100 365 100 100 (Source: Experian Retail Schedules (June 2000)/Updated by MVM Planning (November 2000). Defined area includes the defined town centre and additionally Bickerstaffe Street, Claughton Street and Dale Street. Excludes sections of North Road and the eastern extreme of Church Street and does not include upper floor trading)

5.106 The statistics indicate that the town centre is generally well provided for by foodstores, largely attributable to the Asda and Safeway superstores in the central shopping area. However, there is a relative underprovision (in respect of the national average) in greengrocers, fishmongers, off licences and smaller convenience stores. Within the comparison (non-food) retail sector, the data indicate St Helens to be similarly well-provided for in general, and particularly in the furniture, DIY and department store sectors. There is a relative underprovision of footwear retailers, general clothing stores, car accessory retailers, gift shops, florists and charity stores. The proportion of vacancies is below the national average.

5.107 In the comparison retail sector the town centre is well represented by national multiple retailers. Such retailers include: Marks & Spencer; WH Smith; Boots; Next; Burton; and Dorothy Perkins. The centre also has T J Hughes and Bhs department stores.

Retail Function

5.108 The findings of the household survey (Appendix I) provide insight into the manner in which the town centre is used for food and non-food shopping. The survey results are given in full in the appendices, but, in brief, they indicate that:

• In respect of food shopping, the town centre is successful in attracting 21% of ‘main-food’ shopping trips generated by residents in the survey area as a whole, and retains 46% of main food shopping trips from the town itself. These trips are made predominantly to the Asda on Kirkland Street (25%) and the Safeway on Chalon Way (9%). Beyond the immediate urban area, the town centre is not used to any significant degree for ‘main-food’-shopping. The town centre’s main competitor is the Boundary Road Morrisons, which attracts 34% of the town’s main food shopping trips;

- 17 - • The town centre attracts 15% of top-up shopping trips generated within the survey area, and 40% from within the town itself. Again, the major competitor for this trade is the Morrisons store on Boundary Road, which takes 7% of the local trade, along with other suburban local centres;

• In respect of non-food shopping, St Helens town centre is the primary destination within the Borough for non-bulky shopping, attracting 31% of trips generated by residents in the survey area as a whole and 69% from its immediate urban area. The town centre also draws comparison goods trade from the broader area, being used by 46% of residents in Earlestown, 34% of Prescot’s residents and 25% of Billinge’s. St Helens’ main competitors for this non- food trade are Warrington (drawing 27% from the survey area) and Liverpool (14%);

• The centre attracts 13% only of trips for ‘bulky’ non-food goods from the survey area and only a third from the town itself. Broadly, this is the same proportion of trade attracted to the St Helens Retail Park. Apart from these two locations, bulky goods shopping in the town is dispersed amongst freestanding units and competing centres.

5.109 Analysis of the survey data suggests that the non-food sector of the town centre has an annual turnover of around £173m (Appendix VIII, Table 12). This implies that St Helens has a reasonably prosperous comparison retail sector, and translates into an average sales density of about £3,906/sq. m. This compares well with other centres in the region, such as: Widnes (£2,600/sq. m); Bolton (£3,900/sq. m); Runcorn Shopping City (£2,000/sq. m); and Warrington (£4,600/sq. m);

5.110 However, the household shopping survey also indicates that, within the non-food retail sector, St Helens is less successful in attracting bulky goods trade. Overall, the town centre’s turnover in ‘bulky goods’ is estimated at £41.8m, which is a market share of about 19% within the survey area as a whole.

5.111 Convenience retailing in St Helens town centre is anchored by two superstores operated by Asda (of 3,227sq. m net) and Safeway (of 3,780 sq. m net). These are supplemented by a KwikSave on Ormskirk Street, a new Lidl on Kings Street and a Co-op in the Hardshaw Centre. Analysis of the survey results (Appendix VIII, Table 10) indicates that, overall, the convenience sector of the town centre is performing well and, in particular, the Asda and the smaller stores in the centre are overtrading by about 73% and 169% respectively. The total convenience retail turnover of the town centre is estimated at about £99m, which translates into an average sales density of £9,745/sq. m.

- 18 - Leisure Representation

5.112 Leisure provision in St Helens town centre is dominated by restaurants, cafes and public houses. The town centre benefits from two auditoria: the St Helens Theatre Royal on Corporation Street; and the recently refurbished Citadel Arts Centre on Waterloo Street. The town centre also contains: two bingo hall and social clubs (Mecca Bingo on Kirkland Street and Hippodrome Bingo on Corporation Street); the Y Sports and Fitness club on Duke Street; and four nightclubs. Immediately adjacent to the town centre are two museums: St Helens World of Glass; and St Helens Transport Museum.

5.113 Leisure provision in the town will improve following the opening in March 2001 of a CineUK 11- screen multiplex cinema located between Chalon Way and Water Street. Proposals also exist to include a swimming pool and a gymnasium within the development permitted at Ravenhead Park.

Leisure Function

5.114 The household survey indicates that:

• Nearly two-thirds of locals do not at present exercise regularly within commercial health and fitness clubs. This provides considerable potential from which new clubs could draw. Of those that do visit gymnasia, 78% use facilities within the town centre, with 3% travelling to Prescot, Warrington or Widnes. The facilities of the town also attract a large proportion of custom from the Billinge area;

• Similarly, 29% of the town’s residents do not travel regularly to access entertainment facilities. However, of those that do, over half (51%) use entertainment facilities within the town, with the rest looking principally to Liverpool (22%) or Warrington (22%). The town centre also attracts a modest level of trade from the Earlestown and Billinge areas; and

• Over half of the residents of the town do not visit the town centre in the evening. Of the remaining residents, over 80% look principally to the town centre for nightlife (6% travel to Liverpool and 3% to Wigan). The town is also the principal destination for residents of Rainhill and Billinge.

- 19 - 5.2 COMMERCIAL INDICATORS OF VITALITY AND VIABILITY

Zone A Rents

5.201 Zone A rents reflect retailers’ perceptions of a centre. Because retailers consider rent to reflect the margin between turnover and operational costs (plus profit), the better the trading prospects the higher the rent that the operator will be willing to pay.

5.202 Rental levels within St Helens town centre have increased significantly since 1995. The maximum Zone A rent achievable is in the region of £1,025/sq.m to £1,075/sq. m. This compares reasonably favourably with neighbouring Wigan (£800/sq. m) and Warrington (£1,150/sq. m). The growth trend is better than that recorded nationally, indicating considerable retail confidence in the future of viability of St Helens town centre.

Table 5.2: Primary Rental Levels in St Helens, 1995 and 2000 £/sq m (1995) £/sq m (2000) St Helens Absolute Prime 750 - 800 1025 - 1075 Church Square 425 - 475 550 - 600 St Mary’s Arcade 425 - 475 600 - 650 Brownlow Arcade 375 - 425 475 - 550 Lagrange Arcade 750 - 800 925 - 975 Palatine Arcade 750 - 800 925 - 975 Hardshaw Centre 475 - 550 600 - 650

Commercial Yields

5.203 A yield represents the relationship between the rental income a property is likely to command and its capital value, expressed as a percentage. A lower yield therefore represents a more stable investment. Many considerations determine the yield an investor will require for a particular property, including: the physical condition of the building; the potential for rental growth; the certainty of income; lease arrangements; and the range of uses to which the building can be put.

5.204 Valuation Office Agency data suggest that investor confidence in St Helens has remained constant since 1994. Yields declined during 1994 from 7.25% in April to 7% in October and have remained at this level to date. This appears to reflect regional trends, although it is noteworthy that the town’s yields are comparable to the UK nationally (7.25%) and strong in comparison to the region (8%).

- 20 - Vacancies

5.205 Table 5.1, above, indicated that the vacancy level of the town centre is well below the national average in respect of both floorspace and numbers of units. Moreover, the majority of vacancies are located in the town’s secondary shopping frontages. Previous work undertaken by the Council suggests that the number of vacant units in the central shopping area rose sharply between 1992 and 1998, from 3% to 8%.

- 21 - 5.3 VISITOR, RETAILER AND MARKET PERCEPTION

Introduction

5.301 The following information on how both shoppers and businesses perceive St Helens town centre derives from the results of the telephone, on-street and retailers’ surveys (Appendices I-III).

Shopping Environment

5.302 Most local shoppers find the town centre’s shopping environment to be either good (40%-51%) or average (40%-41%). A minority (8%-15%) considered it poor. The majority of local retailers found the shopping environment to be average, with 29% finding it poor. Improvements to the town’s shopping environment were not considered a priority measure by either shoppers or local businesses.

5.303 Most shoppers feel that they are able to access all facilities within the town easily (95%), and few (0-4%) considered that more pedestrianization in the central area would be beneficial.

Town Centre Accessibility

5.304 The on-street survey identified that 49% of visitors travel to the town centre by car, 37% by bus and 12% on foot.

5.305 The surveys reveal a general satisfaction with the level of public transport provision. Accessibility by car is viewed favourably also with 64% -71% considering it to be good or average. Accessibility to the town centre on foot is assessed least favourably, with 25% finding it to be poor, 15% finding it average and only 19% finding it good. In general, retailers considered access by public transport (69%) and by foot (74%) to be either good or average.

5.306 Improvements to accessibility are not considered a major factor in encouraging more trips to the town centre. No shopper considered that the provision of a Park and Ride facility or improved public transport provision would encourage increased patronage, although such measures were viewed positively by local businesses.

5.307 Of those registered as disabled, most (91%) found access to the town centre either easy or moderate. Only 6% found it to be difficult. However, 69% were unaware of the town’s

- 22 - shopmobility scheme, although 31% considered that the scheme would improve their personal accessibility within the town centre.

Town Centre Car Parking

5.308 Most locals felt that the town’s current car parking provision, in terms of numbers and location, was good or average (57%-68%), although car parking was viewed as a weakness by 18% of shoppers. Over one fifth (21%) of local businesses considered car parking poor, and 18% considered it one of the major threats to the town centre’s continuing prosperity. However, only 2% of shoppers consider that increased car parking would encourage more trips into the town centre.

5.309 Parking fees were viewed less favourably by shoppers and retailers alike, with 24% and 33% respectively considering them poor. However, only between 3% and 6% of shoppers felt that reducing current charges would encourage them to visit more frequently.

Quality and Choice of Shops

5.310 Foodstore provision within the town centre is viewed positively by retailers and shoppers. Between 94% and 96% of shoppers considered supermarket provision to be good or average, and only between 0% and 7% considered improvements in this sector would lead to increased shopping trips to the town.

5.311 In terms of non-food shopping, most shoppers considered the choice good or average (79%-81%), with around 18% considering it poor. Similarly, the town’s retail warehouse provision was considered poor by only 13% of shoppers.

5.312 Both shoppers and retailers consider that an increased range and choice of shops would be the single most important factor in encouraging more visits to the town centre.

Quality and Choice of Entertainment Facilities

5.313 The perception of St Helens as a focus for leisure and entertainment varied considerably. Overall, it was considered that:

- 23 - • For entertainment generally, only 8% of locals viewed current provision as good. Over one- third (34%) considered the town to be poorly provided for in entertainment facilities, and one in ten felt that they might visit the town centre more often were the provision to improve;

• More specifically, 71% of visitors felt that the town was poorly catered for in terms of theatres and cinemas;

• In contrast, of those expressing a view, about 43% felt the town centre’s nightlife to be good and a further 35% considered it average. In particular, 55% of locals considered the range of pubs and restaurants to be good;

Security and Safety

5.314 Over two thirds of shoppers consider security and personal safety to be either good or average in the town centre. The on-street survey in particular recorded a very high perception of personal safety, with 97% responding that they generally feel safe walking through the town centre during the day (although this drops to 41% at night time). The majority of town centre businesses consider security and personal safety to be either good or average.

Market Overview

5.315 The commercial review of St Helens (Appendix IV) indicates that both investors and retailers view the town centre as being strong, but consider that the existing retail provision is largely in equilibrium with its catchment population. This catchment population is restricted by the proximity of equally strong, or stronger, centres, and the potential for further growth is therefore viewed as limited.

5.316 In particular, it is noted by Cheetham and Mortimer that both Portfolio Holdings, and previous owners MEPC, have sought to extend the Church Square Shopping Centre through various proposals including a further 9,300 sq. m of retail floorspace. None of the schemes have been pursued, suggesting a lack of firm tenant demand in the context of high redevelopment costs.

5.317 If the town centre is to create any significant growth in its current market share, or is to continue in attracting current levels of custom, the market perceives that major redevelopment and enhancement will be required. This is important if St Helens is to maintain its customer base and continue to compete with other, expanding centres in the regional area. Such redevelopment would need to be on a large scale and incorporate at least one quality anchor tenant, such as a

- 24 - department store, in order to attract other retailers to the scheme. A department store would only locate in St Helens as part of a larger scheme involving complementary retail uses and good car parking provision. In combination with improved transport and parking facilities, this would assist the town in increasing its market penetration within the Borough, to draw more trade from weaker centres such as Widnes and Runcorn, and to reduce leakage to strengthening centres such as Wigan.

- 25 - 5.4 CAPACITY AND DEMAND

New Retail Development

Expenditure Capacity 5.401 An assessment of the capacity of each of the Borough’s centres to support further retail floorspace is provided at Appendix VIII. This capacity assessment relates to only one aspect of ‘need’, namely the growth in the spending power of St Helens’ catchment population. It does not take into account broader qualitative issues or retailer demand, which are discussed later. The methodology employed in the statistical analysis is explained at Appendix VIII. The analysis does not take account of proposals currently before the Council.

5.402 In respect of St Helens town centre, the analysis indicates that:

• If the town centre is successful in maintaining its current level of market share in the survey area up to 2016, then a new large foodstore possessing a floorspace of up to around 5,000 sq. m net (2,800 sq. m net by 2001, 3,400 sq. m net in 2006 and 4,200 in 2011) could be accommodated. Alternatively, the capacity could be absorbed by a number of smaller supermarkets with a total sales area of around 9,000 sq. m. It is to be noted that a significant proportion of this available expenditure arises from the assessed levels of overtrading in existing foodstores in the town centre. The long-term capacity identified would be absorbed wholly if the proposed superstore on the former St Helens Glassworks site is granted planning

permission;

• In respect of non-bulky comparison retail businesses, Table 16 identifies a quantitative capacity within the town for up to a further 21,368 sq. m net of floorspace over the period to 2016. This represents a significant increase on the current town centre comparison floorspace of 51,600 sq. m. Of this, an additional 2,888 sq. m could be provided in 2001, about 7,700 sq. m by 2006 and 13,808 sq. m by 2011; and

• In terms of bulky comparison retailing and retail warehousing in the town, quantitative capacity has been identified for an additional 4,238 sq. m net in 2016. It is only is this latter part of the development plan period that additional capacity exists, having regard to the permitted scheme at Ravenhead Park.

Qualitative ‘Need’ 5.403 Although inevitably there will be room for improvement in all town centres, the survey results indicate that, overall, St Helens possesses no pressing need to redress current deficiencies in either

- 26 - its food or non-food retail provision. This is borne out by the low leakage rates from the town and the generally high satisfaction levels on the current choice recorded by shoppers. The apparent underprovision in retail warehousing will be addressed through the development of the Ravenhead Retail Park.

5.404 Some leakage in non-food shopping occurs from the peripheries of the Borough because of the relative proximity of competing towns such as Widnes, Wigan and Warrington, and for higher- order shopping trips, Liverpool. It is unlikely that marginal improvements in the town’s retail provision will affect this situation materially. At the same time, the town draws trade extensively from outside St Helens, most particularly from Knowsley.

5.405 Planned improvements in the retail provision of these neighbouring boroughs (and in Prescot in particular) may curtail this inflow, and the principal requirement for further retail choice in St Helens is therefore most likely to arise as a result of the town’s need to keep pace with qualitative improvements going on elsewhere. If the town does not continue to enhance its non-food retail provision, it risks a proportionate loss of trade to competing centres.

Market Demand 5.406 Having regard to the commercial survey of retailer requirements (Appendix IV), the following level of interest is identified:

• In the food retail sector, demand for about 9,000 sq. m gross, as a result of an outstanding requirement from Asda Wal-Mart for a store of this size in a prominent edge-of-centre or out- of-centre location. Moreover, it is likely that Sainsbury’s and Tesco would be interested should a site capable of accommodating a 6,000 to 7,000 sq. m store become available, although clearly all three retailers could not be supported from a commercial perspective. Aldi also have an active interest in finding a site close to St Helens town centre for a store of about 1,500 sq. m.

• Within the comparison retail sector, demand is assessed at around 23,700 sq. m net (about 35,000 sq. m gross) for the town. This derives mainly from smaller national and regional retailers. National multiple retailers with outstanding requirements include Argos, Peacocks and Dunnes Stores;

• In the retail warehouse sector, a total possible requirement of 28,200 sq. m gross has been identified, although not all of this is likely to be developed and an element may be accommodated within the Ravenhead Park when it is built. However, it is considerably in excess of the town’s estimated expenditure capacity. Most prominently, Kingfisher has

- 27 - indicated interest for their ‘Big W’ format, which would require a site of 4-5 ha to accommodate a floorspace of 9,000-10,000 sq. m. Additionally, Focus Do-It-All confirmed that they are seeking to gain representation for a 3,000 sq. m within the Borough, although not necessarily within St Helens. Other retail warehouse operatives with a requirement include: Comet; Carpetright; Currys; Halfords; PC World; Pets at Home; SCS Furniture; Staples; and What Everyone Wants; and

• Within the food and drink sector, a requirement for up to 3,400 sq. m gross exists. This derives largely from food and drink uses seeking town centre locations.

5.407 On this preliminary basis, that the demand identified in the food and retail warehouse sectors outstrips the capacity. However, in practice it is unlikely that all the food retailers’ requirements will be realized: more likely from a commercial perspective is the provision by 2016 of a new superstore and discount store alongside improvements to the existing provision.

Leisure Development

Capacity 5.408 The capacity of St Helens to support further commercial leisure development is difficult to estimate accurately owing to the relative paucity of background data and to the more elastic nature of attendance, in that sectoral growth tends to reflect the quality and extent of facilities provision. However, the statistical assessment at Appendix VIII estimates that:

• Following the development of the multiplex in 2001, the town will be overprovided for in terms of cinema screens, and there will be no further capacity during the UDP period; and

• In terms of ten pin bowling, there is a small identified capacity on the basis of the town’s current patronage rates, although this is likely to increase were its entertainment provision to be enhanced. The market is likely to be cautious, given that this sector of the industry is experiencing of ‘down-turn’ in patronage at present and that other centres close to St Helens already have leisure developments which include bowling centres. For this reason it is unlikely that commercial capacity will exist for a similar facility in St Helens; and

• In terms of bingo halls, there is a quantitative overprovision of such facilities in the town at present.

- 28 - Qualitative ‘Need’ 5.409 In contrast, there is a clear and identifiable need for extending the quality and choice of entertainment facilities in St Helens in order to bolster the evening economy of the town. A ‘need’ is apparent in the survey results, which indicate both a general dissatisfaction with the town’s current provision and a high leakage rate to facilities in Warrington and Wigan. Such dissatisfaction is despite the presence of the St Helens Theatre Royal and Citadel Arts Centre, which together contribute substantially to the cultural attraction of the town centre. The new Cine UK multiplex will address this deficiency to a large degree.

Market Demand 5.410 The expanding leisure market continues to attract operators. In this instance, requirements have been identified for the following (Appendix IV):

• Six pub/restaurants, principally for premises in the town’s central shopping area. The total floorspace requirement exceeds 3,000 sq. m;

• Three hotels, generally for edge-of or out-of-centre sites of 0.4ha;

• One health and fitness club (of up to 1,850 sq. m); and

• One bowling club (for a 0.6-1ha site in the town centre).

- 29 - 5.5 THE AVAILABILITY OF SITES

5.501 The sites set out below are shown on the plan at Appendix IX.

Sites within the Central Shopping Area

The Chalon Way Corridor 5.502 It is known that MEPC, and more recently Portfolio Holdings, have considered extending the Church Square Shopping Centre to the south, so as to include the Royal Mail MSO and, potentially, to integrate with the Safeway superstore. This would represent a significant increase to the town centre’s retail floorspace.

5.503 The land to the south of the Church Square Shopping Centre extends to about 2.6ha and represents a potential redevelopment opportunity. Indeed, it is the only site in the town centre large enough to accommodate new development of a scale that could alter significantly current non-food shopping patterns in the area. Moreover, if the Council aspires to attract a major new department store to the centre, then the Chalon Way site is likely to be the only opportunity to do so, given that commercial information indicates such a retailer would only be attracted as part of a far larger town centre development with integral car parking provision.

5.504 This identified site includes the area occupied currently by: the service yards of the Church Square shopping centre; the route of Chalon Way; the Foundry Street car park and market; Safeway’s car park; and several small retail units along Bridge Street (including the former cinema site). It is noted that Chalon Way is to be reopened in the near future to buses, and as part of this scheme leisure operators are taking premises within the site. Potentially, this restricts the ability to deliver a comprehensive redevelopment of the area.

5.505 If minded to pursue this opportunity, the site’s multiple ownership is likely to require a considerable assembly programme, potentially involving the use of CPOs, and the relocation of a number of key uses. The incorporation of Safeway’s car park, a principal town centre car park, would require the provision of replacement decked parking to serve both the superstore (which could be reformatted and extended as a result of the redevelopment) and the Shopping Centre.

Former Lowe House Roman Catholic School

5.506 The site of the former school extends over 1.3ha and is located on the north-eastern edge of the town centre but within the Central Shopping Area. It is occupied currently by a private day

- 30 - nursery (Sugar and Spice), a training centre (TAMCOS) and nine small retail units fronting onto Duke Street. Only one of the units is vacant.

5.507 The site is currently allocated for redevelopment under Policy T4 of the UDP, and suitable uses are identified as Food and Drink (Class A3), Financial and Professional services (Class A2), Shopping (Class A1), Offices, Leisure, Car Parking and Housing. The site has no extant planning permissions or any outstanding planning applications, and has attracted little commercial interest for retail development. In particular, the site is poorly located off the main road network and is isolated from the main areas of footfall. In light of this, it may be prudent for the UDP Review to consider allocating this site for mixed-use development, potentially to include residential and commercial uses. In particular, it could accommodate a high density townhouses alongside leisure uses, possibly including a bowling alley or hotel. Its availability will be determined by the time required to relocate existing tenants on the site.

Former Cinema, Bridge Street 5.508 The site of the former cinema extends to 0.17ha and is located within the central shopping area, adjacent to prime area. The site is allocated for retail uses (Classes A1, A2 and A3), leisure, offices or housing within the adopted development plan.

5.509 Planning permissions were granted in 1999 and 2000 for the demolition of cinema and the construction of mixed-use development (refs. P/99/0308 and P/00/0632) to include a café, nightclub and retail unit. Construction work has commenced.

Sites on the Edge of the Central Shopping Area

Former School Buildings, College Street 5.510 The former school buildings on College Street are located on the northern edge of the central shopping area. The site is vacant and extends over 0.37 hectares. Planning permission was granted in 1995 to create a public car park (ref. 0395/080) on the site. Subsequently, the UDP has allocated it under Policy T4 for redevelopment to include offices, leisure uses, car parking, or housing.

The Former Lead Works, Chalon Way 5.511 The former lead works site extends over 1.4ha and is located to the south east of the Central Shopping area, beyond the route of the main railway. A narrow vehicular underpass to the south of the site leads to Chalon Way and the town’s main retail frontages, which are about 160 metres

- 31 - walking distance away. There is no intervisibility between the site and the town centre owing to the intervening railway line. The Chalon Way Industrial Estate is located to the south of the site.

5.512 Policy T4 of the UDP allocates the site for offices, leisure development or housing, although it lies derelict at present and there are no planning applications for its redevelopment. The site is known to have deep mine shafts beneath it and this, in conjunction with possible contamination problems, may act as a disincentive for its redevelopment. The isolated location of the site also weighs against its redevelopment for retail uses. It may nevertheless be used for mixed commercial leisure purposes.

St Thomas’s Square 5.513 The Council-owned St Thomas’s Square is located to the south west of the boundary of the central shopping area, immediately beyond the Chalon Way dual carriageway. The site is less than 100 metres from the central shopping area, although Chalon Way, which segregates it from the town centre, forms a significant barrier to pedestrian movement. To the south of the site is housing. The site itself was in residential use but has now been cleared and lies vacant.

5.514 The site is not allocated for redevelopment within the UDP, and there have been no planning applications on the site since the housing was cleared from it. However, it is known that the Council is looking to dispose of the site, and that developer interest has been sought. Amongst the recent responses from developers are proposals for mixed-uses including food and non-food retailing and leisure, suggesting that the site is viable and suited to such uses. However, the site has a pedestrian barrier to movement that will require enhanced crossing facilities if it is to encourage linked shopping trips with the existing shopping area.

St Helens Glassworks Site, Corporation Street 5.515 The Glassworks site lies approximately 320 metres from the north-western edge of the central shopping area and a further 160 metres from the ‘Prime Shopping Area’. It is severed from the shopping area by the St Helens Canal (now disused) and the course of the main railway lines. However, the main bus station lies 300 metres from the site, and the Central Rail Station about 180 metres walking distance, making it readily accessible by a choice of means of transport.

5.516 The 4ha site is not allocated for retail or commercial leisure development within the adopted development plan, but some of the site is allocated for employment uses. The site is the subject of a planning application that seeks permission for an 8,361 sq. m food superstore with ancillary car parking, petrol filling station and associated servicing, landscaping and access. It was resolved to grant permission for the proposal, which has now been referred to the Secretary of State.

- 32 -

Other Sites within the Town Centre Inset

Land North of Standish Street 5.517 The site is located within the town centre boundary but far removed from the central shopping area. It is allocated under Policy TC4(2) in the development plan for housing or car parking.

Land East of Central Station 5.518 This site is located to the south of the application site, and is separated from the central shopping area by the main rail lines and Shaw Street. The site extends over 1.19ha, and is still used in part by a meat processing plant. A public footpath and two disused rail tracks also run through the site, and there are known to be a number of hazards on the site including gas, nitrogen and oxygen pipelines and a mineshaft.

5.519 The site is owned partly by the Council and partly by Railtrack. Policy T4 of the UDP allocates the site for light industry, offices, leisure uses, car parking and housing. The LPA is seeking to bring the site forward for development in partnership with Railtrack. The successful re- development of this site is a real possibility, but will require the co-operation of all parties in a co- ordinated approach to overcome the constraints on development identified.

Land East of Hall Street 5.520 The site off Hall Street extends to 0.91ha, and lies a 350 metre walk to the east of the central shopping area. The site is allocated in the UDP for light industry, offices or car parking. However, it may prove attractive for commercial leisure uses or a hotel.

Transport Offices, Hall Street/Shaw Street 5.521 The Transport Offices site extends to 0.25ha and is located approximately 200 metres from the central shopping area. Policy T4 of the UDP allocates the site for light industry, offices, leisure uses, car parking and housing, although it is still used by Arriva. The site’s location away from existing retail frontages means that it is unlikely to appeal to retailers, although it may appeal to food and drink operators or leisure operators.

Land at Brynn Street 5.522 The two sites to the east and west of Brynn Street extend to 0.14ha and 0.27ha respectively, although could be conjoined to form a larger site (subject to highway constraints). The sites are situated in the residential area to the north of the town centre, and are divorced from the main

- 33 - shopping areas. They would therefore appeal only to ‘local needs’ retailers. Policy T4 in the UDP allocates the sites for car parking, open space or housing.

Central Street 5.523 The 0.7ha site off Central Street is located in the north-western quarter of the town centre, well outside the central shopping area. It is used currently by Logic Systems Consultants Limited. The site is unlikely to appeal to retailers, although may prove attractive to food and drink operators.

- 34 - 6.1 STRUCTURE AND FUNCTION

Structure

6.101 Earlestown lies to the south of the A572, some 6km to the north of Warrington and a similar distance to the east of St Helens. The town forms part of a larger urban area that includes Newton-le-Willows and Wargrave.

6.102 The main shopping area is focused along Market Square, Bridge Street and Stanley Street. Secondary retail frontages extend to the south and east along Earle Street and King Street, and to the north and west along Haydock Street and the Market Place. The extent of the primary shopping area and the town centre is shown on the plan included at Appendix VII. Market Street is pedestrianized between Bridge Street and Oxford Street.

6.103 The main pay and display car parks are located off the Market Square and adjacent to the Co-Op and Safeway convenience stores. There are approximately 865 off-street parking spaces in total. However, the survey results indicate that nearly half of the town’s customers arrive either by public transport or on foot, and most of those arriving by car (43%) park on-street.

Retailer Representation

6.104 The overall retail composition of the town centre in 1999 is shown in Table 6.1,below. A more recent survey by MVM Planning (November 2000) reveals that the situation remains relatively unchanged since 1999.

Table 6.1 Retail Composition of Earlestown Town Centre Retail Sector Floorspace (sq. % No. Units % Units National m net) Floorspace Av. (%) Convenience 6,175 23 23 16 10 Comparison 3,995 15 53 37 50 Service 12,028 46 51 35 28 Vacant 1,953 7 12 8 11 Miscellaneous 2,450 9 6 4 1 TOTAL 26,601 100 145 100 100 Source: St Helens MBC Local Centres Survey (1999)/Experian (2000)

6.105 The 1999 survey identifies 53 comparison retailers in total, selling a wide variety of principally lower-order goods. These are, in the main, small independent retailers. The subsequent MVM Planning survey found 36% of these (19 units) to be sell ‘bulky goods’. The number of units in

- 35 - convenience retail and service uses is above the national average, as is common with smaller town centres.

Retail Function

6.106 The findings of the household and on-street surveys and the retailers’ survey (Appendices I to III) indicate that:

• In respect of food shopping, the town centre attracts only 2% of main food shopping trips and 3% of top-up shopping trips from the survey area as a whole. However, it retains 29% of main food shopping and 47% of top-up shopping trips generated from the Earlestown/Newton-le- Willows/Wargrave area (Survey Zone C). These trips are predominantly to the three main supermarkets, with the Safeway attracting almost half of the top-up shopping trips;

• The town centre is not an important destination for clothing and footwear shopping, attracting less than 1% of such shopping trips from the survey area and only 5% from the town itself. The majority of residents in Earlestown use St Helens, Warrington, or to a lesser degree, Manchester for such purposes;

• Nevertheless, the market is a principal attractor of custom. In the on-street survey, nearly one in five cited it as the principal reason for visiting the centre (second only to food shopping); and

• Similarly, the town attracts only 1% of bulky goods trade from the survey area, but 24% from its immediate urban area. Other destination attracting bulky goods trade from Earlestown’s residents are Warrington and the St Helens Retail Park.

6.107 Analysis of the survey data in combination with company average turnovers suggests that the non-food retail sector of the town centre has an annual turnover of around £9.7m (Appendix VIII, Table 12). This represents an average non-food sales density of about £2,400/sq. m, which is significantly below that of retailers within St Helens (£3,906/sq. m). The results indicate that, firstly, Earlestown serves a very localised catchment area for non-food goods and, secondly, the majority of comparison expenditure is leaking out of the town to other retail locations such as St Helens and Warrington, reflecting the greater choice available within those larger centres.

6.108 In respect of convenience retailing, Earlestown benefits from three supermarkets: Safeway (Wellington Street); Somerfield (Market Street); and Co-Op (Haydock Street) alongside a number of smaller independent retailers. However, analysis of the survey results (Appendix VIII, Table

- 36 - 10) indicates that, overall, the convenience sector of the town centre is performing poorly, with all stores assessed to be undertrading when compared to national company averages. The survey results suggest food retailing in the town centre to have an annual turnover of £22.2m, which represents only 40% of the expenditure generated in the Earlestown area. This turnover represents an average sales density of only £3,595/sq. m.

6.109 Overall, it is clear that Earlestown town centre serves only the lower-order and day-to-day requirements of a localized catchment population, attracting little custom from elsewhere in the survey area. The centre is not used extensively for comparison retailing, although the bulky goods stores within the centre do retain around a quarter of the trade generated within the immediate area.

Leisure Representation and Function

6.110 Leisure provision in Earlestown town centre is limited primarily to pubs and restaurants, which previous studies by the Council found to account for 18% of units within the town centre. There are no major commercial leisure developments within Earlestown. The lack of leisure facilities is borne out by the survey results, which illustrate that Earlestown attracts only 25% of nightlife trade from its immediate urban area.

6.111 The surveys included at Appendix I illustrate the following pattern of leisure use:

• Those residents in Earlestown who partake in sport and fitness use facilities in Warrington (40%), Newton-le-Willows (33%) or St Helens (13%) over Earlestown (7%); and

• A similar pattern is evident for entertainment, with Warrington, Newton-le-Willows, and St Helens being the most popular destinations.

- 37 - 6.2 COMMERCIAL INDICATORS OF VITALITY AND VIABILITY

Rental Levels

6.201 Valuation Office (VOA) data is not available for Earlestown but research by Cheetham and Mortimer indicates the following rental levels in Earlestown. The data indicate that rental levels, including prime rents, are well below those of St Helens. The rental levels have increased over the period 1995 to 2000, but are still some way behind the secondary rental levels in St Helens; which are increasing also.

Commercial Yields

6.202 VOA data on yields is not available for Earlestown. However, research by Cheetham and Mortimer suggests that both primary floorspace and secondary floorspace yields have remained unchanged over the period 1995 to 2000. The identified primary yield (8% to 8.5%) is at the regional average of 8% and compares reasonably well with St Helens, but compares poorly with the national average of 7.25%. The secondary yield of 11% is considerably higher than that of St Helens and the regional average. This suggests a degree of prosperity in the primary areas of Earlestown, but little interest in the town centre’s secondary frontages.

Table 6.2: Rental Levels and Commercial Yields in Earlestown, 1995 and 2000 Primary Secondary Rental Levels (£/sq. Yields (%) Rental Levels (£/sq. Yields (%) m) m) 1995 190 to 215 8% to 8.5% 130 to 140 11% 2000 240 to 270 8% to 8.5% 160 to 175 11%

Vacancies

6.203 Table 6.1, above, indicates that the vacancy level of the town centre in terms of both the number of units and floorspace is below the national average (8% compared with 11% and 7% compared with 9% respectively). The majority of the vacancies are within the town’s secondary shopping frontages.

- 38 - 6.3 VISITOR, RETAILER AND MARKET PERCEPTION

Shopping Environment

6.301 The on-street survey indicates that the shopping environment in Earlestown is perceived to be better by customers than by retailers. Over half of the visitors to the town centre (52%) found the environment to be average and a further 39% found it to be good. Only 8% considered the environment poor. Of those businesses surveyed, 54% found the shopping environment to be average, with 44% considering it poor. Only 8% of businesses considered the shopping environment to be good.

6.302 Improvements to the town’s shopping environment were also considered beneficial by both shoppers and retailers. In particular, 17% of shoppers considered that they would visit the town centre more frequently were the street cleaning improved; 9% would be attracted by enhanced landscaping and planting; 6% by improved street furniture and 4% by increased pedestrianization. Nearly 60% of retailers considered that improved street cleaning would improve the town centre significantly. The poor shopping environment was considered a major threat to the town’s future vitality and viability by one in ten businesses.

Town Centre Accessibility

6.303 A greater number of customers arrive in Earlestown on foot (37%) than in St Helens. However, this is mainly at the expense of public transport rather than the private car. However, the on-street survey reveals a general satisfaction with public transport in Earlestown and accessibility by car to the town centre. The majority of retailers consider access by public transport and by foot to be either good or average. Improvements to public transport in terms of pricing and number of services were considered important to between 8% and 9% of shoppers, and by 54% of retailers.

6.304 Only some 15% of registered disabled shoppers considered accessibility within the town centre to be difficult; the majority considered access easy.

Town Centre Car Parking

6.305 Most shoppers (36%) considered the current provision of car parking in the town centre to be poor, compared to 28% who considered it average and 21% who considered it good. In contrast, most car-borne shoppers felt that the current parking fees were good (73%) or average (12%).

- 39 - Similarly, most retailers (52%) considered parking provision to be poor but the pricing to be good (65%).

6.306 Over one in five shoppers (21%) considered that improved car parking would encourage them to visit the town centre more often. Only 6% would be so tempted were the parking to be cheaper. Similarly, 82% of retailers considered enhanced parking provision to be vital to the future success of the town, and poor car parking was the viewed as the principal threat to the town by most businesses.

Quality and Choice of Shops

6.307 The majority of shoppers (52%) consider Earlestown average in the quality of its shops, with a lesser number rating the centre as good (31%)

6.308 The range of non-food shopping was considered poor by nearly a third (31%) of shoppers, although 42% considered it average. (In contrast, 59% of retailers considered the range of shops and services in Earlestown to be poor, with only 3% only finding it good). The range and choice of foodstores was viewed with more satisfaction: 94% of shoppers viewing the provision as either good (75%) or average (19%). Similarly, the market was considered good by 82% of shoppers. Conversely, the town’s retail warehouse provision was considered as poor by 81%.

6.309 Improvements to the town’s range of non-food shopping were considered the single-most important factor in encouraging an increased number of visits to Earlestown by both shoppers (51%) and retailers (90%). In particular, many shoppers (38%) would like to see department stores represented in the town.

The Quality and Choice of Entertainment Facilities

6.310 Earlestown was viewed poorly in terms of its evening economy. Of those expressing an opinion, 79% of shoppers considered the town’s nightlife to be poor, with a further 14% viewing it as average. In terms of cultural facilities, such as theatres, all considered the town to be poorly provided for. Only the town’s range of pubs and clubs was viewed as acceptable, with 35% of shoppers considering it good and a further 31% average.

6.311 A quarter of all shoppers considered that they would visit the town centre more often were its entertainment facilities to be improved, with a further 13% attracted potentially by increased

- 40 - street entertainment or events and an additional 16% by more pubs or clubs. Nearly three- quarters of retailers were also strongly in favour of improving the town’s entertainment sector as a means of enhancing its well-being.

Security and Safety

6.312 The majority of shoppers (93%) feel safe in the town centre during the day. At night, the figure falls sharply, to 33%, with a similar percentage stating that they feel unsafe. The majority of retailers in Earlestown consider security and personal safety to be acceptable, although 30% consider current safety levels to be poor.

6.313 Nevertheless, although three-quarters of retailers (74%) were strongly in favour of improving town centre security through CCTV and similar methods, only one in ten shoppers considered that they would visit the town more frequently following security improvements to the centre.

Market Overview

6.314 Earlestown is perceived as a weak trading location for comparison goods. The town’s main weaknesses, in terms of attracting new inward investment, relate to: the poor quality of accommodation; the lack of investment in infrastructure; the restricted diversity of the town’s retail offer; and its proximity to far stronger centres. The main attraction of the town is therefore its local catchment population, which appeals principally to convenience retailers and service providers.

- 41 - 6.4 CAPACITY AND DEMAND

New Retail Development

Expenditure Capacity 6.401 The statistical tables at Appendix VIII indicate that, in terms of ‘need’ generated by additional spending power, there is little capacity for additional retail floorspace over the development plan period. As noted in assessing the capacity of St Helens, this statistical analysis does not take into account broader qualitative issues or retailer demand, which is discussed below, and does not account for any proposals before the Council at the time of preparing this report. The methodology adopted is explained at Appendix VIII.

6.402 In respect of Earlestown, the analysis indicates that:

• Were Earlestown to retain its existing market share during the development plan period to 2016 (i.e. not attract new custom), then there is no capacity for further convenience retailing (Appendix VIII, Table 14). This reflects the current scale of food retail provision within the town centre in relation to the catchment area;

• In respect of non-bulky, high street comparison retailing, Table 16 estimates on the basis of the town’s current market share that there is no capacity for further floorspace over the period to 2016. This arises as a result of the need to direct that expenditure growth available to redress current undertrading levels identified;

• In respect of bulky comparison retailing, Table 17 (Appendix VIII) illustrates there to be some limited long-term capacity for additional floorspace in Earlestown amounting to 344 sq. m net by 2016.

Qualitative ‘Need’ 6.403 In contrast to the capacity figures identified, which are based on current shopping patterns to the town centre, there may be a strong and demonstrable qualitative need to improve the non-food retail provision of the town in order to ‘claw back’ lost expenditure and to bolster the town’s declining catchment population. However, whether this is a practical option is uncertain given the low level of demand identified (see below).

6.404 There is no clear qualitative need for further food retail provision in the town, given the existing overprovision of floorspace. Indeed, the importance of the town’s existing foodstores in attracting custom into the shopping centre is considerable. Given the parlous state of the other retail sectors

- 42 - in the central area, anything that may affect adversely that inflow of main and top-up food shopping custom should be viewed with considerable caution.

Market Demand 6.405 Having regard to the statistical capacity and commercial survey of retailer requirements, the following level of interest is identified:

• In the foodstore sector, a requirement from Aldi, Lidl and Netto for a store of 1,200 sq. m GIA (Aldi and Lidl) and 930 sq. m (GIA) (Netto). Aldi and Lidl specify town centre or edge-of- centre locations with a prominent mian road frontage and Netto edge-of-centre or out of town locations; thus the latter is not specifically a town centre requirement;

• In the comparison retail sector there is no identified requirement for representation from either bulky or non-bulky operators; and

• Within the A3 retail/leisure sector, JD Weatherspoons have a requirement for a 300 sq. m pub/restaurant within the town centre.

6.406 On this preliminary basis, it would appear that there are only a limited number of retailers with an interest in extending the ‘local needs’ role Earlestown, and these operate within the convenience sector. The poor performance of Earlestown’s comparison sector is reinforced by the lack of requirement for representation.

- 43 - 7 STRUCTURE AND FUNCTION

7.01 There are fifteen local centres within the Borough, as designated within the UDP. These are listed below and indicated on the plan at Appendix V. The floorspace figures derive from the Council’s 1999 survey, unless stated otherwise.

Billinge 7.02 Billinge local centre is located on the A571 Main Street some 5km to the north of St Helens town centre. The local centre comprises 27 units in total, of which ten are occupied by comparison retailers. There are no vacant units. The net retail floorspace is estimated (in 1999) at 3,059 sq. m, of which 899 sq. m is dedicated to convenience retailing and 766 sq. m to comparison.

7.03 The centre is used for main food shopping by only 2% of the local population, and by 12% for ‘top-up’ food purchases. Its convenience businesses are assessed to generate a turnover of about £8.1m (Appendix VIII), which is well above the expected average performance. In contrast, the village was not identified by any shopper as a principal non-food retail destination, and the turnover generated by this sector is assessed at only £0.8m.

Boundary Road 7.04 Boundary Road’s local centre forms the greatest concentration of food retail floorspace in the Borough with the exception of St Helens town centre, which lies 1.5km to its east. The local centre comprises foodstores operated by Morrisons, KwikSave and Iceland, which together have a net sales area in the order of 4,106 sq. m. The Morrisons store is the most popular main food shopping destination in St Helens, attracting 34% of local residents, and drawing trade extensively from the Billinge and Rainford areas. The total convenience business turnover of the centre is estimated at £34.7m, which represents a significant level of overtrading, largely as a result of the Morrisons’ popularity. Other retailers in and around the centre include Ethel Austin and Wynsors.

Chain Lane (Haresfinch) 7.05 Chain Lane Shopping Precinct comprises a suburban post-war shopping parade with integral car parking located 2km to the north-east of the town centre. It is dominated by convenience retailing, which accounts for six of its 15 units and 964 sq. m of its total 2,068 sq. m floorspace. Vacancies account for a further three units.

7.06 The local centre was not identified as either a main food or top-up food shopping destination in the telephone survey. It is considered to draw trade almost exclusively from the surrounding

- 44 - residential estates. Its turnover is estimated at £2.4m, of which £2.3m derives from convenience businesses.

Chancery Lane 7.07 Chancery Lane local centre is located off the A572 in Parr Stocks, some 1.5km to the east of the town centre. The centre comprises 25 outlets, located singly or in clusters among the residential frontages along Parr Stocks Lane. The total net sales area of the centre is estimated at 1,702 sq. m, of which 423 sq. m is dedicated to convenience retailing (the largest unit being a Co-Op Lateshop) and 407 sq. m to food and drink uses. Only one vacant unit was recorded.

7.08 The local centre was identified as a principal main food shopping destination by 2% of the town’s households, and as the top-up food shopping destination by 4%. On this basis, its food retail turnover is estimated at £2.2m (which represents slight overtrading) and its non-food turnover at £0.6m.

Clipsley Lane, Haydock 7.09 Clipsley Lane local centre in Haydock comprises an Aldi and Iceland retail development along with three smaller units (two of which are vacant). Outside the defined centre are a number of smaller units including a post office and newsagent. The total floorspace is estimated at 3,160 sq. m net, of which the foodstores account for 2,455 sq. m.

7.10 The survey results indicate that the centre draws trade mainly from the local urban area, where 4% of residents use the stores for both their main food shopping and 10% for their top-up shopping. Some residual trade derives from the Newtown-le-Willows area. The total turnover of the centre is estimated at £14.9m, of which £14.8m is accounted for by the main foodstores.

Clock Face Road 7.11 Clock Face local centre lies 4km to the south of the town centre on the A589 Clock Face Road. It comprises a small parade of six retail units located to the rear of a garage forecourt, the principal of which are occupied by KwikSave and Motorworld. Food retailing accounts for 480 sq. m of the centre’s total 780 sq. m sales area.

7.12 The centre attracts 2% of St Helens town’s main food shopping and 6% of its top-up food shopping trips. Its food retail turnover is estimated at £3m, which is above that expected normally, indicating a strong local customer base. Eccleston (Walmesley Road)

- 45 - 7.13 Eccleston local centre lies 3.2km to the west of St Helens on the B5201 Broadway at its junction with Walmesley Road. It comprises eight retail units (a Spar convenience store with integral post office, a Village bakery store, a pet store and a leisurewear store) that together possess a total floorspace of 865 sq. m. A library and a medical centre are in the immediate vicinity.

7.14 The food retail turnover of the centre is assessed at £1.2m and the non-food retail turnover £0.4m. This trade is draw almost exclusively from the local residential estates.

Fingerpost 7.15 Fingerpost local centre is located off Higher Parr Street, near the junction of the A570 Parr Street and A572 Park Road, about 1km to the east of St Helens town centre. Fingerpost comprises a parade of 53 units totalling 5,007 sq. m net. Food retailing accounts for 19 of the units (1,701 sq. m net), the largest unit being occupied by a Co-Op Lateshop. Comparison retailers account for a further 14 outlets (1,085 sq. m net), with retail warehouses occupied by Carpetworld and Texstyle Warehouse also located to the west of the shopping parade.

7.16 The food retail turnover of the centre is estimated at £4.1m, which is significantly below that which would be expected normally. The non-food retail turnover is similarly modest at £1.1m.

Marshalls Cross (Four Acre Lane) 7.17 Marshalls Cross local centre comprises a post-war shopping precinct with adjacent car park located at the junction of Four Acre Lane and the B5419 Chester Lane. Clock Face local centre is located 400 metres to the north-east and St Helens town centre 4km to the north. The centre is anchored by a SoLo foodstore. Its total floorspace amounts to 2,295 sq. m net, of which food retailing accounts for 1,219 sq. m (53%). To the south of the precinct are a community centre and library, a church and a health centre.

7.18 Marshalls Cross was not identified as either a principal food or non-food retail destination in the surveys. The centre is likely to draw trade from a highly localized catchment area. Its total turnover is estimated at £3.2m: a very modest amount.

Newtown 7.19 Newtown local centre is focused around the junction of Cambridge Road, Knowsley Road and Boundary Road, about 1km to the west of St Helens town centre. The centre comprises 64 units totalling 6,656 sq. m net. Food retailing accounts for 14 units (1,180 sq. m net) and non-food retailing a further 25 (1,784 sq. m net). Six units are vacant. The total turnover of the centre is estimated at £5.2m.

- 46 -

Newton-le-Willows 7.20 Newton-le-Willows contains a linear local centre based along the A49 High Street. Earlestown town centre is located about 1.5km to the west. The local centre comprises 48 units with a total sales area in the order of 6,243 sq. m. Food retailers occupy four of the units (794 sq. m) and are assessed to generate a turnover in the region of £3m, slightly under that which would be expected normally. This derives principally from ‘top-up’ food shopping generated locally. Non-food retailers, who occupy a further 11 outlets (1,409 sq. m net) are considered to generate a further £3m, which is a better performance than would be expected normally.

Rainford 7.21 Rainford is located in the northern periphery of the Borough, nearly 7km to the north-west of St Helens town centre and a similar distance from Kirkby. The local centre of the village is formed along the B5205 Church Road (accessed from the A570(T)), with a further parade of shops located on the B5203 Ormskirk Road. The village contains 56 shops and services and has a total trading area of 6,421 sq. m. Of this, most (36%) is dedicated to food and drink uses, mainly public houses. Non–food retailers account for 17 units (1,369 sq. m net) and food retailers a further ten units (1,335 sq. m). Only three units were recorded as vacant.

7.22 Additionally, the village centre possesses two primary schools, a social club, village hall and two bowling greens.

7.23 The surveys indicate that Rainford village centre draws trade mainly from the local area, where it is used by 23% of the population for top-up food shopping. Its total turnover is assessed at £6.5m.

Rainhill 7.24 Rainhill local centre is located 5km to the south-west of St Helens town centre, a similar distance to the north of Widnes, and 2.5km to the south-east of Prescot. The local centre is located on the A57 Warrington Road at its junctions with Station Road, Station Street and Victoria Street. The centre includes a post-war pedestrianized shopping precinct, Dane Court, located in the southern frontages of Warrington Road.

7.25 The centre comprises 58 outlets with a total sales area of 6,079 sq. m. Food retailing accounts for ten units (1,227 sq. m net) and includes a KwikSave and a Co-Op Local. These stores are used for top-up food shopping by 22% of local residents (and by 3% for main food shopping), generating a turnover assessed in the order of £5.7m. Non-food retailers make up a further 26 units (2,572 sq. m net) and are estimated to generate a further £2.6m. Six units were recorded as vacant.

- 47 -

Sutton Village 7.26 Sutton village centre is located 2km to the south-east of St Helens town centre, and is focused around the junction of Peckers Hill Road and Junction Lane. The centre comprises 59 units with a total sales area of 6,221 sq. m. Food retailing, which includes a Co-Op Lateshop, accounts for 11 units (978 sq. m net), and non-food retailing 21 units (2,487 sq. m net). The centre is used by 9% of St Helens’ residents for top-up food shopping. Its total turnover is estimated at £5.9m.

Thatto Heath 7.27 Thatto Heath local centre is formed around the junction of Elephant Lane and the B5413 Thatto Heath Road, 2km to the south-west of St Helens town centre and a similar distance to the east of Prescot. The centre comprises 50 units with a total sales area of 7,295 sq. m. It is used by 5% of the town’s population for top-up food shopping, generating a convenience retail turnover of some £5m. The centre’s non-food retailers are assessed to generate a further £1.4m of turnover.

Out of Centre Facilities

St Helens Retail Park 7.28 St Helens Retail Park is a purpose-built retail warehouse development located to the east of Linkway East on the edge of the town centre. The retail park contains ten units, of which two, totalling 1,600 sq. m net, are occupied by food retailers (Aldi and Iceland). These retailers draw trade principally from St Helens, where they attract 4% of main food shopping trips, but to a lesser degree from the Prescot and Rainford areas also. The food retail turnover of the centre is assessed at £7.3m.

7.29 The non-food units extend to 8,800 sq. m net and are occupied by: Halfords; Allied Carpets; Poundstretchers; Brunswick Warehouse; Carpetright; Topps Tiles; and Scottish Power. These units attract 35% of the town’s ‘bulky goods’ shopping trips, drawing trade extensively from the Rainford (22%), Prescot (12%), Earlestown (11%) and Billinge (13%) areas also. Their total turnover is estimated at £28.1m.

7.30 Table 7.1, overleaf, summarises other out-of-town retail provision in St Helens Borough. In the convenience sector, this comprises the Morrison’s on Baxters Lane in the south of St Helens and the Costco store at Haydock to the east. The Morrison’s store closed following the opening of the company’s Boundary Lane store, although it is understood that the company is seeking to retain

- 48 - their presence in Baxters Lane. Non-food retail provision is concentrated in the urban areas of St Helens and Haydock.

7.31 Additionally, planning permission has been granted recently for the development of a 27,638 sq. m (gross) non-food retail and leisure development at Ravenhead Park, the division of which is yet to be determined but will include a number of retail units of both bulky and non-bulky format. A B&Q Warehouse store of 9,279 sq. m (gross) opened on this site in January 2001.

Table 7.1: Out-of-Centre Retail Provision Retailer Location Sq. m

Food Morrisons* Baxter Lane 4.046 Costco Andover Road, Haydock -

Non-Food

B&Q Ravenhead Park 9,279 Glynn Webb Denton Green Lane 2,573 Carpet World Parr Street, St Helens 880 Car Shack Parr Street, St Helens 900 M6 Computers Haydock 3,120 M6 Carpets Haydock 3,074 The Sofa Company Lowfield Lane, Haydock 2,700 *not currently trading

- 49 - 8 STRATEGIC RESPONSE TO IDENTIFIED NEED

St Helens Town Centre

Identified Need 8.01 In broad terms, the foregoing analysis identifies a need for further retail development within or on the edge of the town centre. This ‘need’ arises from the following sources:

• A continuing growth in the levels of expenditure available to retailers, compounded in the case of food retailers by current overtrading. By 2016, this could potentially accommodate a 5,000 sq. m net superstore (or a number of smaller supermarkets), just over 21,000 sq. m net of non- food retailing and about 4,200 sq. m net of retail warehousing. (However, the retail warehouse requirement is satisfied by the Ravenhead Park development, and the convenience floorspace requirement could be taken up wholly by the 8,361sq. m superstore proposed on the St Helens Glassworks site);

• A considerable level of market demand for new retail development in the town, including requirements from superstore operators and, in the comparison retail sector, several national multiples; and

• A general requirement to continue to diversify the retail and leisure base of the town centre in order to retain current market shares and to keep pace with similar developments taking place in competing centres.

8.02 The qualitative deficiencies identified in the town’s leisure and entertainment sectors may be redressed in large part by the new multiplex cinema off Chalon Way and the unspecified provision at the Ravenhead Retail Park.

The Requirement to Allocate New Sites in the UDP 8.03 Nevertheless, under such circumstances, it is considered prudent to plan for an expansion to the town’s central shopping area during the course of the UDP Review’s lifespan, and to direct, wherever possible, new retail and leisure development to locations where they are highly accessible to a full range of travel modes and where they will complement and be of benefit to town centres.

8.03 Having regard to the scale of the need identified, the local planning authority should consider the availability of sites suited to accommodate:

- 50 -

• Up to about 30,000-40,000 sq. m (gross) of new Class A1 development integrated with an additional 3,400 sq. m of Class A3, in a variety of units ranging from 100 sq. m to 6,000 sq. m. Commercially, it would prove more attractive if the majority of the floorspace were provided in one or two large redevelopment schemes in the town centre. This would provide a sufficient mix of tenants to attract consumers on a large scale, and may feasibly attract a major department store, which would consolidate the town centre. The floorspace may be provided as an extension to the existing primary shopping frontages or shopping centres of the town centre;

• A large foodstore of about 8,000 sq. m gross (which would convey qualitative benefits over the existing provision in the town) or a smaller superstore and several discount supermarkets of about 1,500 sq. m gross. Owing to the high shopper satisfaction expressed with the current foodstores in St Helens, this ‘need’ is not considered pressing, and should not necessarily take precedence over, or jeopardize, the Council’s search for sites to accommodate the non-food retailing identified above; and

• Improvements to the town’s hotel provision.

8.04 Having regard to the capacity identified for retail warehousing, and to the ability of the Ravenhead Retail Park to meet that capacity and demand, it is not considered necessary in this instance to allocate further sites for this form of development. Any such proposals, if they arise during the course of the UDP Review, can be assessed against a criteria-based policy as recommended in PPG6.

Appropriate Sites 8.05 No particular need has been identified for further retail or leisure development that has a format that cannot be readily accommodated within town centres, should suitable sites exist. Accordingly, in compliance with the sequential approach to site selection set out in PPG6, the Council’s search should be focused within the Central Shopping Area, before moving outwards to other sites on the edge of that area.

8.06 The analysis in Section 5.5 identifies three potential redevelopment sites within the town centre, of which only one, the area to the south of the Church Street Shopping Centre (Site 1, Appendix IX), could accommodate a major new retail development. Given the comments made above in respect of the commercial imperative to provide for a major mixed-use retail scheme, this site is likely to represent the only opportunity to attract new national multiples and a department store into the town centre. The site is occupied currently a variety of uses including car parking (which would need replacing), retail units and markets (which could be accommodated within any

- 51 - redevelopment scheme). However, problems relating to multiple ownership may take some time to resolve, and could potentially require the use of the Council’s CPO powers. Moreover, the cost of replacing surface level car parking with decked could prove costly and, in combination with other development expenses, may make the scheme unviable. Nevertheless, the Council should balance these potential problems against the benefits to the town of attracting a major department store and achieving a better integration of the Safeway to the main shopping streets. It is recommended, therefore, that if the Council aspires to enhancing the town centre’s current market share, the opportunity be investigated further in liaison with the landowners.

8.07 Of the other sites identified within the Central Shopping Area, the former cinema on Bridge Street is likely to be developed shortly for small-scale uses and the former Lowe House School, if it becomes available, is unlikely to appeal greatly to any major retailers. The site may nevertheless be able to meet some of the town’s requirement for further hotel or leisure development as part of a mixed-use scheme.

8.08 There are no sites available within the Central Shopping Area capable of accommodating a new food superstore, and the ability of either Safeway or Asda to redevelop larger formats within their existing sites. However, this may not be the case in the future and, as noted earlier, there may be a possibility that Safeway could extend its store significantly as part of any future extension to the Church Square Shopping Centre. Given that there is no pressing need for a new superstore in the town, the decision on whether to allocate a large site on the edge of the town centre is finely balanced, particularly if such a development on the edge of the shopping area, implemented in the earlier stages of the UDP’s lifespan, may affect the current viability of either of the town centre superstores or jeopardize any possible future redevelopment involving one of them as an anchor store.

Earlestown Town Centre

Identified Need 8.09 On the basis that the town continues to act as a district centre for principally convenience shopping, no statistical capacity was identified within Earlestown to support any further large- scale retail development. For such expenditure to become available, Earlestown would need to alter its function and compete more directly with the larger centres of St Helens and Warrington, thereby ‘clawing back’ trade lost currently to the town. Whilst there is clearly scope for this to happen, in practical terms there would be no commercial support for the scale of retailing required to effect such a material change in shopping patterns.

- 52 -

8.10 Therefore, although it should be a land-use planning objective to achieve a greater level of expenditure retention within the Newton-le-Willows area, the ability to do this will be restricted by the modest level of market demand. In this respect, it is noted that demand is strongest in the convenience sector, where the town’s qualitative need is lowest. There is no identifiable requirement arising from the comparison retail sector.

The Requirement to Allocate New Sites 8.11 For these reasons, it is not considered necessary for the UDP Review to allocate further retail sites in Earlestown. However, given the fragile retail base of the town centre at present, and the town’s reliance upon its main foodstores to generate ‘spin off’ trade, should any future planning applications for foodstores arise, their potential affect on the town centre’s trade should be assessed thoroughly.

Local Centres

8.12 The majority of the local centres perform a vital role in providing for the top-up food shopping and lower-order non-food shopping needs of their local areas, thereby reducing the need to travel. This role should be encouraged where practical by providing a policy context that seeks to focus new retail and leisure development of an appropriate scale into the local centres. Moreover, some of the centres such as Marshalls Cross and Rainford also fulfil a vital social and communal role that should be retained and extended wherever possible to other local centres, in order to help diversify their attractiveness to a range of visitors and bolster their evening economies. Proposals that threaten the role of local centres should be resisted.

8.13 No specific need or demand has been identified within the local centres for further large-scale retail or leisure development, and in many instances it would be inappropriate for major development to take place within them, should suitable sites exist. Inevitably, however, successful trading locations will prove attractive to both investors and retailers, and in this sense Boundary Road local centre may experience some pressure for further food retail provision. Such proposals should be assessed against their effect on the vitality and viability of other centres (both individually and cumulatively), the accessibility of the centre by public transport and the proposal’s general effect on travel patterns, as recommended in PPG6.

- 53 - Recommendations

8.14 Having regard to the foregoing, it is the recommendation of this study that:

1. Within St Helens, land to the south of the Church Square Shopping centre be investigated for its potential to accommodate a major new non-food retail development. This may best be secured through an allocation within the UDP;

2. The Lowe House school site in St Helens be identified in the UDP as suitable for mixed-use development, potentially including housing, retail, leisure or hotel uses;

3. That a policy be included within the UDP Review that seeks to sustain and enhance the vitality and viability of the Borough’s existing shopping centres by encouraging retail and commercial leisure development of an appropriate scale to locate within them;

4. That all other retail and commercial leisure proposals in the Borough be considered against a criteria-based policy. This policy would be similar in content to UDP Policy RET2, but updated to take into account recent Ministerial statements on ‘need’.

- 54 -

______

- 55 -

ST HELENS METROPOLITAN BOROUGH BOROUGH UNITARY DEVELOPMENT PLAN REVIEW

ST HELENS BOROUGH RETAIL AND LESIURE STUDY

VOLUME 3: TECHNICAL APPENDICES

MARCH 2001

MVM PLANNING LIMITED SUITE 8A2 PORTLAND TOWER PORTLAND STREET MANCHESTER M1 3LF

TEL: 0161 228 2225 FAX: 0161 228 2226 Email: [email protected]

St Helens Metropolitan Borough Council MVM Planning Ltd

THE ST HELENS RETAILERS SURVEY, SEPTEMBER 2000 ______

Dear Sir/Madam We are undertaking a survey, on behalf of St Helens Metropolitan Borough Council and in association with the St Helens Town Centre Partnership, of the views of retailers as part of a health-check of St Helens and Earlestown Town Centres. We should be grateful if you could contribute to this exercise by completing the following questionnaire and returning it as soon as possible in the pre-paid envelope. The questionnaire should take no longer than five minutes. All responses will be treated in the strictest confidence, and no information on individual businesses will be released. By providing us with the information we seek, you will help the Council shape its planning policies to foster growth and prosperity within St Helens’ retail sector. If you have any queries on the questionnaire or its purpose, please do not hesitate to call Jonathan Smith at MVM Planning on 0161 228 2225. Thank you for your co-operation. ______

Questionnaires Distributed: 200 Responses: 70 (35%)

Q2 How long have you traded in St Helens (to the nearest year) ?

Length of time trading in St Helens

a. 1 year or less b. 2-5 years c. 6-10 years d. 11-15 years e. 16-20 years f. +20 years

A2 a. 1year or less 5 (7.25%) b. 2-5 years 12 (17.4%) c. 6-10 years 8 (11.6%) d. 11-15 years 17 (24.6%) e. 16-20 years 8 (11.6%) f. more than 20 years 15 (21.7%)

Mean length of time trading in St Helens: 15 years

Q3 How do you rate the following aspects of the town centre?

Retailers' perception of the town centre

100% 90% 80% 70% Don't Know 60% Poor 50% Average 40% Good 30% 20% 10% 0% a. b. c. d. e. f. g. h. I. Aspect

Good Average Poor Don’t Know Resp. a. Range of shops and services [9] [31] [29] [1] (70) b. Location and quality of car parks [11] [35] [21] [1] (68) c. Pricing of car parks [8] [23] [33] [6] (70) d. Shopping environment [11] [39] [20] [-] (70) e. Pedestrianisation schemes [25] [29] [13] [3] (70) f. Security/personal safety [19] [25] [22] [3] (69) g. Access by public transport [25] [23] [14] [8] (70) h. Access by foot [26] [26] [9] [9] (70) i. Signage [16] [30] [20] [3] (69)

Q4 What measures do you think would improve the town centre?

What would improve the town centre ?

100% 90% 80% 70% 60% don't know 50% harm 40% no effect 30% improve 20% 10% 0% a. b. c. d. e. f. g. h. I. j

A4 Improve No effect Harm Don’t Know Resp. a. Increased choice/range of shops [60] [5] [-] [-] (65) b. Large foodstore in the town centre [18] [32] [18] [1] (69) c. A department store [54] [8] [4] [1] (67) d. Improved street paving [36] [33] [-] [-] (69) e. More parking [51] [16] [-] [3] (70) f. Park & Ride [36] [26] [2] [5] (69) g. Improved street cleaning [43] [26] [1] [-] (70) h. Improved public transport [50] [18] [-] [1] (69) i. More entertainment/leisure facilities [43] [15] [5] [5] (68) j. Improved security/CCTV [54] [13] [-] [2] (69) k. Other (responses with a frequency greater than 1 are individually listed)

Public toilets [2] Eating places [2] Improved access & signage [6] More Police [2] Reduction in ground rates [3] Free parking [3] More clothes shops [2] Other [9] Total response to 4(k) [29]

Q5 Are you aware of the St Helens Town Centre Partnership and the Town Centre Management role it fulfils?

A5 YES 32 (45.7%) NO 36 (53.7)

Q6 What do you consider to be the three main threats, if any, to your business’s continued success?

Retailers' perception of threats, to the continued succcess of their businesses

16 14 12 10 8 % 6 4 2 0 123456789101112 Response

A6 1. Competition [17] (24.3%)* 2. High Rent/Rates [17] (24.3%)* 3. Out-of-Town Retail [14] (20%)* 4. Poor customer parking [13] (18.6%)* 5. Store closures/ vacancies [13] (18.6%)* 6. Poor road access to St Helens [9] (12.9%)* 7. Poor public transport [7] (10%)* 8. Drunks/ Drug abusers on Streets [5] (7.1%)* 9. Lack of police/ CCTV/ Security [5] (7.1%)* 10. Loss of trade to neighbouring towns [5] (7.1%)* 11. Poor quality/ poor range of shops [5] (7.1%)* 12. Theft [4] (5.7%)* other [28] (40%)* Total responses to (5) [139]

* expressed as a %age of respondents (70) not response as many gave multiple responses

Q7 Have you any plans to alter your business in any way in the next five years?

Anticipated change to town centre businesses in the next five years

no

yes, close

yes, relocate in the city centre

yes, relocate out-of-centre

yes, extend floorspace

yes, refurbish existing floorspace yes, other

A7 No [28] (43.1%) Yes, close [5] (7.7%) Yes, relocate in City Centre [5] (7.7%) Yes, relocate out-of-centre [4] (6.2%) Yes, extend floorspace [2] (3.1%) Yes, reduce floorspace [-] (-) Yes, refurbish existing floorspace [17] (26.2%) Yes, other (please specify) [4] (6.2%) [65]

Q8 On the whole, do you consider your business to be trading?

Businesses trading performance

very well well moderately poorly

A8 Very well [8] (11.9%) Well [23] (34.3%) Moderately [27] (40.3%) Poorly [9] (13.4%) [67]

Thank you for your time and co-operation. 1885quest

St Helens Metropolitan Borough Council MVM Planning Ltd

THE EARLESTOWN RETAILERS SURVEY, SEPTEMBER 2000 ______

Dear Sir/Madam We are undertaking a survey, on behalf of St Helens Metropolitan Borough Council and in association with the St Helens Town Centre Partnership, of the views of retailers as part of a health-check of St Helens and Earlestown Town Centres. We should be grateful if you could contribute to this exercise by completing the following questionnaire and returning it as soon as possible in the pre-paid envelope. The questionnaire should take no longer than five minutes. All responses will be treated in the strictest confidence, and no information on individual businesses will be released. By providing us with the information we seek, you will help the Council shape its planning policies to foster growth and prosperity within Earlestown’s retail sector. If you have any queries on the questionnaire or its purpose, please do not hesitate to call Jonathan Smith at MVM Planning on 0161 228 2225. Thank you for your co-operation. ______

Questionnaires Distributed: 50 Responses: 29 (58%)

Q2 How long have you traded in Earlestown (to the nearest year) ?

Length of time trading in Earlestown

a. 1 year or less b. 2-5 years c. 6-10 years d. 11-15 years e. 16-20 years f. +20 years

A2 a. 1year or less 3 (11.1%) b. 2-5 years 4 (27.1%) c. 6-10 years 4 (18.5%) d. 11-15 years 6 (7.4%) e. 16-20 years 4 (19.8%) f. more than 20 years 8 (16.0%)

Mean length of time trading in Earlestown: 14.5 years

Q3 How do you rate the following aspects of the town centre?

Retailers' perception of the town centre 100%

80% Don't Know 60% Poor Average 40% Good

20%

0% a. b. c. d. e. f. g. h. i. Aspect

A3 Good Average Poor Don’t Know Resp. a. Range of shops and services [1] [11] [17] [-] (29) b. Location and quality of car parks [7] [7] [15] [-] (29) c. Pricing of car parks [17] [5] [1] [3] (26) d. Shopping environment [2] [15] [11] [0] (28) e. Pedestrianisation schemes [12] [13] [4] [0] (29) f. Security/personal safety [8] [12] [9] [0] (29) g. Access by public transport [12] [10] [2] [5] (29) h. Access by foot [13] [13] [1] [2] (29) i. Signage [7] [15] [5] [2] (29)

Q4 What measures do you think would improve the town centre?

What would improve the town centre? 100% 90% 80% 70% 60% Don't Know 50% Harm No effect 40% Improve 30% 20% 10% 0% a. b. c. d. e. f. g. h. I. j

A4 Improve No effect Harm Don’t Know Resp. a. Increased choice/range of shops [26] [2] [1] [-] (29) b. Large foodstore in the city centre [-] [10] [18] [1] (29) c. A department Store [17] [4] [4] [2] (27) d. Improved street paving [8] [19] [-] [-] (27) e. More parking [23] [5] [-] [-] (28) f. Park & Ride [8] [11] [2] [7] (28) g. Improved street cleaning [16] [10] [-] [1] (27) h. Improved public transport [14] [11] [-] [1] (26) i. More entertainment/leisure facilities [19] [4] [2] [1] (26) j. Improved security/CCTV [20] [6] [-] [1] (27) k. Other (responses with a frequency greater than 1 are individually listed)

Improvements to the market [2] Total response to 4(k) [2]

Q5 Are you aware of the St Helens Town Centre Partnership and the Town Centre Management role it fulfils?

A5 Yes 15 (53.6%) No 13 (46.4%)

Q6 What do you consider to be the three main threats, if any, to your business’s continued success?

Retailers' perception of threats to the continued success of their business

30

25

20

% 15

10

5

0 1234567891011 Response

A6 1. Poor customer parking [14] (48.3%)* 2. High council tax/ rates [6] (20.7%)* 3. Poor range/ quality shops [6] (20.7%)* 4. Competition [5] (17.2%)* 5. Store closures/ vacancies [5] (17.2%)* 6. Loss of trade to neighbouring towns [4] (13.8%)* 7. Out-of-Town Retail [3] (10.3%)* 8. Poor shopping environment [3] (10.3%)* 9. Travel Costs [3] (10.3%)* 10. Stolen goods being sold in competition [3] (10.3%)* 11. Vandalism [2] (6.9%)*

Total responses to (6) [54]

* expressed as a %age of respondents (29) not response as many gave multiple responses

Q7 Have you any plans to alter your business in any way in the next five years?

Anticipated change to town centre businesses in the next five years

no

yes, close

yes, refurbish existing floorspace yes, other

A7 No [14] (51.9%) Yes, close [3] (11.1%) Yes, relocate in City Centre [-] Yes, relocate out-of-centre [-] Yes, extend floorspace [-] Yes, reduce floorspace [-] Yes, refurb [5] (18.5%) Yes, other (please specify) [5] (18.5%) [27]

Q8 On the whole, do you consider your business to be trading?

Business trading performance

very well well moderately poorly

A8 Very well [1] (3.6%) Well [4] (14.3%) Moderately [13] (46.4%) Poorly [10] (35.7%) [28]

Thank you for your time and co-operation. 1728quest

ST HELENS BOROUGH SHOPPING STUDY 2000 EXPENDITURE CAPACITY ASSESSMENT

TABLE 12: COMPARISON OF ANTICIPATED NON-FOOD TURNOVER OF CENTRES WITH TURNOVER GENERATED BY THE SURVEY RESULTS

LOCATION NET FLOORSPACE AVERAGE SALES EXPECTED SURVEY COMPOSITE (sq. m) DENSITY (£/ sq. m) TURNOVER TURNOVER TURNOVER non-bulky bulky non-bulky bulky non-bulky bulky all comparison non-bulky bulky all comparison non-bulky market-share bulky market-share all comparison market share

St Helens Town Centre 29,225 15,056 4,085 3,315 119.4 49.9 169.3 143.0 33.7 176.7 131.2 28.6 41.8 19.3 173.0 25.6

Earlestown Town Centre 2,437 1,558 4,085 3,315 10.0 5.2 15.1 1.1 3.1 4.2 5.5 1.2 4.1 1.9 9.7 1.4

Local Centres Billinge 766 2,000 1.5 0.0 0.0 0.0 0.8 0.1 Boundary Road 2,722 2,000 5.4 0.0 0.0 0.0 2.7 0.4 Chain Lane, Haresfinch 126 2,000 0.3 0.0 0.0 0.0 0.1 0.0 Chancery Lane, Parr Stocks 565 2,000 1.1 0.0 0.0 0.0 0.6 0.1 Clipsley Lane, Haydock 100 2,000 0.2 0.0 0.0 0.0 0.1 0.0 Clock Face 150 2,000 0.3 0.0 0.5 0.5 0.4 0.1 Eccleston 357 2,000 0.7 0.0 0.0 0.0 0.4 0.1 Fingerpost 1,085 2,000 2.2 0.0 0.0 0.0 1.1 0.2 Four Acre Lane, Marshalls Cross 441 2,000 0.9 0.0 0.0 0.0 0.4 0.1 Cambridge Road, Newtown 1,784 2,000 3.6 0.0 0.0 0.0 1.8 0.3 Newton-le-Willows 1,409 2,000 2.8 2.1 1.0 3.2 3.0 0.4 Rainford 1,369 2,000 2.7 0.0 0.0 0.0 1.4 0.2 Rainhill 2,572 2,000 5.1 0.0 0.0 0.0 2.6 0.4 Sutton Village 2,487 2,000 5.0 0.0 0.0 0.0 2.5 0.4 Thatto Heath 1,357 2,000 2.7 0.0 0.0 0.0 1.4 0.2

Out-of-Centre St Helens Retail Park 0 8,800 4,085 3,315 0.0 29.2 29.2 0.0 27.1 27.1 0.0 0.0 28.1 13.0 28.1 4.2

Total 129.3 84.2 248.2 146.2 65.5 211.7 136.7 29.8 74.1 34.3 229.9 34.0 % of expenditure within survey area 28.2 39.0 36.7 31.8 30.3 31.3 29.8 34.3 34.0

Non-Bulky Comparison Bulky Comparison

Sales Density Sales Density (£/ sq. m) (£/ sq. m)

Next 8,466 PC World 8,316 New Look 6,650 Currys 5,899 Poundland 5,272 Comet 5,648 WH Smith 5,246 DFS 4,721 GAP 3,707 Wickes 2,412 Woolworths 3,356 MFI 2,361 Barratts Shoes 3,231 The Sofa Company 1,778 Bhs 2,420 B&Q 1,652 JJB Sports 2,405 Allied Carpets 1,528 Mothercare 2,329 CarpetRight 1,215 Peacocks 1,853 Focus Do It All 932 Average Sales Density Average Sales Density (£/sq.m) 4,085 (£/sq. m) 3,315

Notes:

Market share for 'non-bulky' and 'bulky' retail calculated on the basis that available expenditure is 68% and 32% respectively (based upon URPI Illumine expenditure profiles)

Company Average Sales Density taken from CIG Retail Rankings (1999) and Verdict Research (1997) Weighted Sales Density has regard to Market Share of stores

Composite turnover = Expected Turnover + Survey Turnover/2

Sales Density of Local Centres estimated at £2,000/ sq. m

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT TABLE 13: CAPACITY FOR FURTHER CONVENIENCE BUSINESS RETAIL FLOORSPACE IN ST HELENS TOWN CENTRE

2001 2006 2011 2016

Available Expenditure in the Survey Area (£m) 538.5 591.1 648.4 712.6

Market Share of the Town Centre(%) 18.4 18.4 18.4 18.4

Potential Turnover of the Town Centre at Market Share (£m) 99.3 109.0 119.6 131.4 Expected Turnover of the Town Centre (£m) 74.4 78.2 82.2 86.4

Additional Expenditure Capacity (£m) 0.0 9.7 20.3 32.1

Residual Expenditure Available accounting for Over/Under trading (£m) 24.9 30.8 37.4 45.0

Assumed Sales Density of New Stores (£/sq m) Superstores; or 9,000 9,000 9,000 9,000 Small stores 5,000 5,000 5,000 5,000

NET CAPACITY (sq m) Superstores; or 2,768 3,423 4,154 5,003 Small stores 4,982 6,162 7,478 9,006

Notes:

Available expenditure taken directly from Table 4

Market share of St Helens equals assessed composite turnover (Table 12) expressed as a percentage of the expenditure available within the survey area. Capacity assessment assumes that current market shares can be maintained through the UDP Plan period (ie % of available expenditure in 2006, 2011 and 2016)

Expected turnover assumes that current retailers in the centre improve their performance by 1.0% per annum.

Over/Under trading equals Actual Turnover of Town Centre minus expected Turnover of Town Centre at Company Average Trading

Residual expenditure = Potential Turnover - Expected Turnover +/- Overtrading/Undertrading

Sales density figures from survey results for town centre and out-of-centre foodstores and CIG Retail Rankings (1999)

Capacity = Residual Expenditure / Sales Density (expressed in sq. m net)

Composite turnover figures from Table 12 (Expected Turnover+Turnover from Survey Results/2)

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT TABLE 14: CAPACITY FOR FURTHER CONVENIENCE BUSINESS RETAIL FLOORSPACE IN EARLESTOWN TOWN CENTR

2001 2006 2011 2016 2001 2006 2011 2016

Available Expenditure in the Survey Area (£m) 538.5 591.1 648.4 712.6 538.5 591.1 648.4 712.6

Market Share of the Town Centre (%) 4.1 4.1 4.1 4.1 4.1 4.3 4.5 4.8

Potential Turnover of the Town Centre at Market Share (£m) 22.2 24.4 26.8 29.4 22.2 26.8 29.4 33.9 Expected Turnover of the Town Centre (£m) 34.7 36.5 37.4 38.4 34.7 36.5 37.4 38.4

Additional Expenditure Capacity (£m) 0.0 2.2 4.5 7.2 0.0 4.5 7.1 11.7

Residual Expenditure Available accounting for Over/Under trading (£m) -12.5 -9.9 -6.1 -1.8 -12.5 -5.2 -0.9 7.2

Assumed Sales Density of New Stores (£/sq m) Superstores; or 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 Small stores 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000

NET CAPACITY (sq m) Superstores; or -1,390 -1,104 -681 -198 -1,390 -577 -102 804 Small stores -2,502 -1,988 -1,226 -356 -2,502 -1,038 -184 1,447

Notes:

Shaded columns applying a growth factor of 1% per anum to the Market Share of Earlestown

Available expenditure taken directly from Table 4

Market share of Earlestown equals assessed composite turnover (Table 12) expressed as a percentage of the expenditure available within the survey area. Capacity assessment assumes that current market shares can be maintained through the UDP Plan period (ie % of available expenditure in 2006, 2011 and 2016)

Expected turnover assumes that current retailers in the centre improve their performance by 1.0% per annum.

Over/Under trading equals Actual Turnover of Town Centre minus expected Turnover of Town Centre at Company Average Trading

Residual expenditure = Potential Turnover - Expected Turnover +/- Overtrading/Undertrading

Sales density figures from survey results for town centre and out-of-centre foodstores and CIG Retail Rankings (1999)

Capacity = Residual Expenditure / Sales Density (expressed in sq. m net)

Composite turnover figures from Table 12 (Expected Turnover+Turnover from Survey Results/2)

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT

TABLE 15: CAPACITY FOR FURTHER CONVENIENCE BUSINESS RETAIL FLOORSPACE ELSEWHERE IN THE BOROUGH

2001 2006 2011 2016

Available Expenditure in the Survey Area (£m) 538.5 591.1 648.4 712.6

Market Share of the Borough Retailers outside St Helens 22.9 22.9 22.9 22.9 and Earlestown(%)

Potential Turnover at Market Share (£m) 123.5 135.6 148.8 163.5 Expected Turnover (£m) 137.0 144.0 151.4 159.1

Additional Expenditure Capacity (£m) 0.0 12.1 25.2 39.9

Residual Expenditure Available accounting for Over/Under trading (£m) -13.5 -8.4 -2.6 4.4

Assumed Sales Density of New Stores (£/sq m) Superstores; or 9,000 9,000 9,000 9,000 Small stores 5,000 5,000 5,000 5,000

NET CAPACITY (sq m) Superstores; or -1,499 -935 -290 487 Small stores -2,698 -1,683 -523 877

Notes:

Available expenditure taken directly from Table 4

Market share of Borough, outside St Helens and Earlestown, equals assessed composite turnover (Table 12) expressed as a percentage of the expenditure available within the survey area. Capacity assessment assumes that current market shares can be maintained through the UDP Plan period (ie % of available expenditure in 2006, 2011 and 2016)

Expected turnover assumes that current retailers in the centre improve their performance by 1.0% per annum.

Over/Under trading equals Actual Turnover of Town Centre minus expected Turnover of Town Centre at Company Average Trading

Residual expenditure = Potential Turnover - Expected Turnover +/- Overtrading/Undertrading

Sales density figures from survey results for town centre and out-of-centre foodstores and CIG Retail Rankings (1999)

Capacity = Residual Expenditure / Sales Density (expressed in sq. m net)

Composite turnover figures from Table 12 (Expected Turnover+Turnover from Survey Results/2)

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT

TABLE 16: CAPACITY FOR FURTHER COMPARISON BUSINESS RETAIL FLOORSPACE (NON-BULKY)

2001 2006 2011 2016 2001 2006 2011 2016

Available Expenditure in the Survey Area (£m) 675.7 809.7 969.7 1163.4 675.7 809.7 969.7 1163.4 Expenditure Available to Non-Bulky Durable Retailers 459.4 550.6 659.4 791.1 459.4 550.6 659.4 791.1

Market Share of St Helens Town Centre Durable Stores (non-bulky) 28.6 28.6 28.6 28.6 28.6 28.6 28.6 28.6 Market Share of Earlestown Town Centre Durable Stores (non-bulky) 1.2 1.2 1.2 1.2 1.2 1.5 2.0 2.5

Potential Turnover of St Helens Town Centre at Market Share (£m)* 131.2 157.2 188.3 225.9 131.2 157.2 188.3 225.9 Expected Turnover of St Helens Town Centre (£m) 119.4 125.5 131.9 138.6 119.4 125.5 131.9 138.6

Potential Turnover of Earlestown at Market Share (£m)* 5.5 6.6 7.9 9.5 5.5 8.4 12.9 19.7 Expected Turnover of Earlestown (£m) 10.0 10.5 11.0 11.6 10.0 10.5 11.0 11.6

Residual Expenditure Available to St Helens if Market Share retained 11.8 31.7 56.4 87.3 11.8 31.7 56.4 87.3 Residual Expenditure Available to Earlestown if Market Share retained -4.4 -3.9 -3.1 -2.1 -4.4 -2.0 1.9 8.2

Assumed Sales Density of New Stores (£/sq m) 4,085 4,085 4,085 4,085 4,085 4,085 4,085 4,085

NET CAPACITY (sq m) (ST HELENS) 2,888 7,770 13,808 21,368 2,888 7,770 13,808 21,368 NET CAPACITY (sq m) (EARLESTOWN) -1,088 -944 -755 -506 -1,088 -497 463 2,001

Notes:

Available expenditure taken directly from Table 5

Market share of St Helens and Earlestown equals assessed turnover (Table 13) expressed as a percentage of the expenditure available to non-bulky durable retailers within the survey area (assessed at 68% of total comparison expenditure). Capacity assessment assumes that current market shares can be maintained through the UDP Plan period

Turnover of St Helens and Earlestown centres at market share is the potential turnover assuming that each centre retains current market penetration (ie % of available expenditure in 2006, 2011 and 2016) Actual turnover assumes that current retailers in the centre can improve their performance by 1% per annum.

Residual expenditure = Potential Turnover - Actual Turnover

Sales density figures equivalent to the estimated existing identified sales density of St Helens town centre (table 13)

Capacity = Residual Expenditure / sales density (expressed in sq. m net)

*Composite turnover figures from Table 13 (Expected Turnover+Turnover from Survey Results/2)

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT TABLE 17: CAPACITY FOR FURTHER COMPARISON BUSINESS RETAIL FLOORSPACE (BULKY)

2001 2006 2011 2016

Available Expenditure in the Survey Area (£m) 675.7 809.7 969.7 1163.4 Expenditure Available to Bulky Durable Retailers 216.2 259.1 310.3 372.3

Market Share of St Helens Town Centre Durable Stores (bulky) (%) 19.3 19.3 19.3 19.3 Market Share of Earlestown Town Centre Durable Stores (bulky) (%) 1.9 1.9 1.9 1.9 Market Share of St Helens Retail Park (%) 13.0 13.0 13.0 13.0

Potential Turnover of St Helens Town Centre at Market Share (£m)* 41.8 50.1 60.0 72.0 Expected Turnover of St Helens Town Centre (£m) 49.9 52.4 55.1 57.9

Potential Turnover of Earlestown Town Centre at Market Share (£m)* 4.1 5.0 5.9 7.1 Expected Turnover of Earlestown Town Centre (£m) 5.2 5.4 5.7 6.0

Potential Turnover of Out of Centre Stores at Market Share (£m)* 28.1 33.7 40.4 48.5 Expected Turnover of Out of Centre Stores (£m) 29.2 30.7 32.2 33.9

Residual Expenditure Available to St Helens if Market Share retained -8.1 -2.3 4.9 14.0 Residual Expenditure Available to Earlestown if Market Share retained -1.0 -0.5 0.2 1.1 Residual Expenditure Available to Out of Centre retailers if -1.0 3.1 8.2 14.6 Market Share retained

Assumed Sales Density of New Stores (£/sq m) 3,315 3,315 3,315 3,315

NET CAPACITY (sq m) (ST HELENS) -2,443 -708 1,471 4,238 NET CAPACITY (sq m) (EARLESTOWN) -308 -140 73 344 NET CAPACITY (sq m) (OUT OF CENTRE) -310 926 2,465 4,403 ESTIMATED FLOORSPACE AT RAVENHEAD PARK (sq. m) 22,110 22,110 22,110 22,110 OVERALL CAPACITY (sq m) -25,172 -22,032 -18,101 -13,126

Notes: Available expenditure taken directly from Table 5

Market share of St Helens and Out of Centre stores equals assessed turnover (Table 13) expressed as a percentage of the expenditure available to non-bulky durable retailers within the survey area (assessed at 32% of comparison expenditure). Capacity assessment assumes that current market shares can be maintained through the UDP Plan period

Turnover of St Helens town centre and out-of-centre stores at market share is the potential centre turnover assuming that it retains current market penetration (ie % of available expenditure in 2006, 2011 and 2016) Actual turnover assumes that current retailers in the centre can improve their performance by 1% per annum.

Residual expenditure = Potential Turnover - Actual Turnover (taking into account current Over/Under trading)

Sales density figures equivalent to the estimated existing sales density of St Helens town centre and the St Helens Retail Park Capacity = Residual Expenditure / sales density (expressed in sq. m net)

*Composite turnover figures from Table 13 (Expected Turnover+Turnover from Survey Results/2)

Net floorspace at Ravenhead Park assumed to be 80% of the permitted gross (27, 638 sq. m) and that this is developed for bulky goods retailing in its entirety.

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT ST HELENS BOROUGH SHOPPING STUDY 2000 EXPENDITURE CAPACITY ASSESSMENT

TABLE 18: CAPACITY FOR FURTHER COMPARISON BUSINESS RETAIL FLOORSPACE IN THE LOCAL CENTRES (BULKY AND NON BULKY)

2001 2006 2011 2016

Available Expenditure in the Survey Area (£m) 675.7 809.7 969.7 1163.4

Market Share of Local Centres (bulky and non-bulky) (%) 2.8 2.8 2.8 2.8

Potential Turnover of Local Centres at Market Share (£m)* 19.1 22.9 27.5 33.0 Expected Turnover of Local Centres (£m) 34.6 36.3 38.2 40.1

Residual Expenditure Available to Local Centres if Market Share retained (£m) -15.4 -13.4 -10.7 -7.2

Assumed Sales Density of New Stores (£/sq m) 3,839 3,839 3,839 3,839

CAPACITY (sq m) -4,023 -3,493 -2,796 -1,874

Notes: Available expenditure taken directly from Table 5

Market share of Local Centre stores equals composite turnover (Table 13) expressed as a percentage of the expenditure available to durable retailers within the survey area. Capacity assessment assumes that current market shares can be maintained through the UDP Plan period

Potential Turnover of Local Centre stores at market share assumes that current market penetration is retained (ie % of available expenditure in 2006, 2011 and 2016) Actual turnover assumes that current retailers in the centre can improve their performance by 1% per annum.

Residual expenditure = Potential Turnover - Actual Turnover (taking into account current Over/Under trading)

Average Sales Density figure for Local Centres estimated to be £2,000/ sq. m

*Composite turnover figures from Table 13 (Expected Turnover+Turnover from Survey Results/2)

Capacity = Residual Expenditure / sales density (expressed in sq. m net)

ALL PRICES ARE 1996-BASED, INCLUSIVE OF VAT