A SPECTACULAR OPPORTUNITY A BEACON OF SPORTING AND ARCHITECTURAL EXCELLENCE AN INTEGRAL AND EXCITING PIECE OF URBAN THE DESTINATION OF CHOICE A FOCAL POINT LIVELY, EXCITING AND SAFE THE CENTREPIECE OF REGENERATION A PIVOTAL CONTRIBUTION TO LONDON A THRIVING CITY QUARTER A COMMUNITY FOCUS FOR BRENT A NATIONAL, REGIONAL AND LOCAL LEISURE DESTINATION OUR VISION FOR A NEW A PLACE THAT CELEBRATES ITS DIVERSITY UNPRECEDENTED LEVELS OF PUBLIC ACCESS HIGH QUALITY HOUSING FOR ALL BLURRING THE BOUNDARIES OF PUBLIC AND PRIVATE SPACE A CULTURAL AND EDUCATIONAL CENTRE A CENTRE FOR WORK A PLACE WHERE PEOPLE ARE PROUD TO LIVE AND EAGER TO VISIT WITH EASY ACCESS foreword

The regeneration of Wembley is central to Brent Council’s aspirations for the borough. We are determined that Wembley becomes a place of which the people of London and Brent can be truly proud. The new Wembley’s varied and high quality facilities will attract millions of visitors from across the country and beyond and will stimulate jobs and wealth across . Wembley will make an even greater contribution to London’s status as a World City. Brent Council’s commitment to Wembley is a long-standing one. We have fought long and hard over many years to secure the National Stadium and we have been a pivotal and influential partner throughout this process. We are now determined to maximise the National Stadium’s impact as a catalyst for regeneration and are ready to seize this once-in-a-lifetime opportunity to regenerate the area. We are proud that the nation’s new stadium has come to Brent and grateful to all those who have helped make this a reality. We are equally enthusiastic about what the future holds for Wembley and look forward to working with all our partners to build our vision for a new Wembley.

Councillor Ann John Leader of Brent Council November 2002

A place the people of London and Brent can be truly proud of.

www.brent.gov.uk

OUR VISION FOR A NEW WEMBLEY 3 introduction Wembley 2020

Wembley is already a special part of Imagine a new Wembley! A new place, a new home, and a new destination – modern, urban and exciting. London with a particular place in the At its core will be a comprehensive range of leisure nation’s affections. Famous as the and commercial facilities, exploiting excellent public transport connections to the rest of London and the venue for ’s historic 1966 World United Kingdom, and all in a contemporary, lively and Cup win, it will soon be home to a new National distinctive setting. The National Stadium is Stadium, placing Wembley at the very centre of undoubtedly the landmark – a a beacon of sporting the nation’s sporting endeavours. Wembley is a beacon of sporting and archi- tectural excellence and the pinnacle and architectural treasured part of our national culture and of aspiration for sportsmen and women consciousness. It will be a vital component of the world over. The London Convention Centre – the excellence natural first choice for national and international any future Olympic and World Cup bids and a conferencing - and a new purpose-built Wembley year round visitor destination in its own right. Arena will attract visitors from across the UK. A new civic building will be the centrepiece of the community The stadium’s largely industrial hinterland – a place where local people can meet, learn, have fun provides a rare opportunity for an ambitious and access the full range of public services. regeneration programme within a strong and successful West London economy. Our vision is to provide a part of London that is visited by sports fans, tourists, business people and local OUR 2020 VISION residents alike. A fascinating world class visitor destination for a cosmopolitan world class city. Wembley will have a modern, service-based economy. Hotels, restaurants, offices, shops, leisure uses and an This document is about the Wembley of the array of other businesses will provide thousands of future. It captures Brent Council’s aspirations new jobs, and meet the needs of both visitors and local residents, 24 hours a day, 7 days a week. Where and ambitions for Wembley and sets out the once there was redundant and under-used commercial component parts of our vision. The delivery of land, there will be a thriving city quarter offering a unique city experience with a range of quality and this vision presents a challenge to the Council, affordable homes. The new Wembley will epitomise the our partners and developers. It’s up to us very best of modern urban living. collectively to rise to this challenge and make By 2020, Wembley will be a national and the most of this opportunity to transform international destination, a key contributor to the London economy and the vibrant Wembley into one of the most thriving parts heart of the London Borough of Brent. of our capital city.

4 OUR VISION FOR A NEW WEMBLEY OUR VISION FOR A NEW WEMBLEY 5 our core principles

Underpinning and running through our aspirations are a set of core principles:

New Wembley – We believe that the regeneration of Wembley is A SPECTACULAR OPPORTUNITY to transform fundamentally a drab industrial estate into an integral and exciting piece of urban London. There is also a unique and timely opportunity to redefine and reconfigure the role of the existing Wembley High Road.

Destination Wembley – We want to maximise the positiveimpact of the National Stadium on Wembley, making use of the planned improvements to public transport to ensure that Wembley becomes A DESTINATION OF CHOICE throughout the year for entertainment, business and community events.

Business Wembley – At the heart of our proposals is the confident belief that the new Wembley will make an even greater contribution to the economy of London. We will work to capitalise on its powerful brand name, recognised the world over, TO BRING TANGIBLE BENEFITS to the competitiveness of the London economy.

Multicultural Wembley – Wembley is home to one of the most diverse communities in Europe. The new Wembley will both embrace and celebrate this diversity, which should be reflected in the quality of the environment, the facilities on offer, the business base and the events staged in Wembley.

Quality Wembley – There can be NO COMPROMISE ON QUALITY. Quite simply – quality building designs, in a quality environment creating a quality place. The sheer buzz and vitality of the new Wembley will both DRAW IN VISITORS and tempt them to stay.

Exciting Wembley – Wembley will be A LIVELY, EXCITING AND SAFE PLACE, incorporating bold architecture that captures the imagination. The environment will be visually stimulating. Prominent and high quality public art will reflect Brent’s cosmopolitan society. Major institutions will want to be seen to have a presence in Wembley.

Sustainable Wembley – We will pursue vigorously our strategy to provide EASY ACCESS to Wembley without the need for a car. Wembley is and will remain a public transport destination. We want and expect business and residential premises to incorporate HIGH STANDARDS OF ENERGY EFFICIENCY. a place where people are a focal point Brent’s Wembley – Wembley will provide for Brent’s many proud to live and communities. Local people will come here to work, meet, be entertained, rest, shop and access a whole range of important public services. It will be a place WHERE PEOPLE ARE eager to visit PROUD TO LIVE and eager to visit.

6 OUR VISION FOR WEMBLEY the new Wembley: key components

The New National Stadium The London Convention Centre

Construction has already begun on this landmark facility which We are proposing a facility that will make a pivotal contribution will keep Wembley firmly embedded in world consciousness. The to London, re-inforcing its status as a World City for business. 90,000 capacity venue will be used for top-level football, athletics The Convention Centre will fill a crucial gap in London’s business and rugby, and will play host to many prestigious sporting portfolio by providing much needed flexible conference and events. The Norman Foster design, incorporating a huge steel convention space for large capacity audiences (3,000 to 5,000) arch, will be visible across London and recognised the world over. within easy distance of the city centre. Wembley provides the The stadium is the centrepiece of our regeneration efforts and ideal location – an internationally recognised brand name, site will stimulate the development of a range of sports and leisure a pivotal contribution availability, excellent transport connections to central London facilities. A proportion of the income generated by the National (with the scope for improved links to Heathrow) and a range of Stadium will be used to support the provision of local sporting to London hotel, hospitality and entertainment facilities. and cultural facilities. the centrepiece of our regeneration a range of new A Community Focus for Brent sports and leisure Underpinning our ambitions is the desire to create a new facilities for all Wembley and a new focus for Brent. The Council will re-locate many of its key functions to a new civic facility, providing a long term and secure office tenancy. We envisage a new form of civic building – incorporating unprecedented levels of public unprecedented levels access to a wide range of public services, a cutting edge central of public access library and arts complex, performance spaces, learning facilities and a selection of community rooms. This will be a building that a thriving city blurs the boundaries of public and private space – think of a 21st blurring the boundaries century Pompidou Centre – a real icon for the people of Brent and quarter a true community asset. of public and private space A National, Regional and A Centre for Work Local Leisure Destination Central to our ambitions is the proposition that Wembley, Wembley is already home to – London’s largest together with its near neighbour , becomes a key driver music and entertainment venue, with a maximum capacity of in the West London economy, providing a sustainable source of 12,000 people. We propose a new venue, of the size and scale of jobs for local people. The strategic significance of Wembley and the Arena, but with state-of-the-art acoustics and visibility. It will Park Royal has been recognised by the and the be a versatile venue that will be capable of hosting rock, pop or London Development Agency. Brent Council will work closely classical music, as well as other entertainment events, 365 days a with these and other players to create a wide range of year. The venue will be the natural London stop-off point on the employment opportunities, particularly for local people. There tours of the world’s premier performers. Other major attractions, will be new job opportunities in hotels, catering, hospitality, possibly with a sporting theme, will be encouraged. There will be entertainment and event management, commercial services and much improved sports and leisure provision for Brent residents, retail - to name but a few. including a first rate swimming pool.

8 OUR VISION FOR A NEW WEMBLEY OUR VISION FOR A NEW WEMBLEY 9 our commitments

An Accessible Development

Wembley will be served by a range of high quality transport connections. There will be a strong emphasis on public transport, maximising the potential of the area’s three stations at , and (with major improvements already planned as part of the National Stadium project). Convenenient bus interchanges will serve local communities. Wembley is on the proposed Crossrail route and we aspire to high-speed connections to Heathrow.

A Cultural and Educational Centre

Wembley is a place that celebrates its cultural and racial diversity. Brent’s cosmopolitan community should be reflected in all aspects of the development, in keeping with the international character and reputation of the Wembley brand. The new Wembley will be recognised as a centre of art, culture and education, linked directly to the local economy, which will appeal to both residents and visitors. Wembley will provide Investing council and other resources into a a high quality learning campus and should become home to a Successfully delivering this multi-disciplinary project team able to drive major further or higher education establishment serving the ambitious vision will be a challenge forward regeneration in line with the ambitions set wider London area. to all involved. Brent Council is fully out in this document. Encompassing regeneration, planning and property specialists, the team will a place that celebrates its diversity committed to doing all within its provide an effective and efficient ‘one stop’ service power to rise to this challenge. to all development partners. High Quality Commercial and Retail Facilities Taking a direct stake in the area by Specifically, we commit to: developing a major civic and community facility as Hotel provision in Wembley will continue to increase, with an Working in partnership with developers, the part of the regeneration. This will give Brent Council emphasis on modern rooms fully equipped with the latest Government, the Mayor of London, the Greater a physical presence in the Wembley regeneration communication technologies. There will be new shops to meet London Authority, the London Development Agency, area and affords an exciting opportunity to work the needs of Wembley’s communities, together with a range of Transport for London, West London and neighbouring closely with other public service providers. quality cafes, restaurants and bars, serving visitors from home boroughs and other strategic partners (including the and abroad. Thinking flexibly and imaginatively about private, not-for-profit and voluntary / community the boundaries of the regeneration area, in order sectors) to further the delivery of our vision. A Mixture of Housing Types and Tenures to ensure the best possible solution for the people Securing the best possible funding packages of London and Brent. We will be pragmatic and Brent has a growing population and the local authority recognises to assist in the regeneration process, in line with open-minded in our approach to new proposals. the need to provide for the varied needs of current and future this vision. Brent already has an impressive track residents. Wembley will therefore be as much a home as a record of attracting funding (including SRB, PFI and destination. There will need to be a range of quality affordable European funds) and we will use this expertise to housing catering for all social groups including key workers and further boost the area. those on low and middle incomes.

10 OUR VISION FOR A NEW WEMBLEY OUR VISION FOR A NEW WEMBLEY 11 Continuing to promote enhancements to Wembley Regeneration Area the transport infrastructure and ease of access to the area for all people, groups and communities. The new Wembley will be one of the most accessible major venues in the country.

Ensuring that residents of West London’s deprived communities are better placed to take advantage of the employment opportunities associated with the regeneration of Wembley, both during the construction phases and beyond. Local residents will be full participants in – and beneficiaries of - the regeneration process.

The development of high quality housing for all social groups is a major strategic objective

Identifying appropriate partners to provide strategic and quality housing opportunities. The development of high quality housing for all social groups is a major strategic objective for Brent Council and the regeneration of Wembley will play its part in achieving it.

Delivering the existing regeneration programmes in such a way as to maximise their impact on the delivery of this vision. We will work creatively with funding bodies and partner agencies to ensure a genuinely comprehensive development.

Providing civic leadership by ensuring forums for debate and consultation with local residents and businesses. We will build on our existing consultation arrangements and will maintain an open and continuing dialogue with local residents at every stage of the development process

12 OUR VISION FOR A NEW WEMBLEY OUR VISION FOR A NEW WEMBLEY 13 For more information on the proposals contained in this document please contact:

Phil Newby Director of Policy & Regeneration London Borough of Brent , Forty Lane Wembley, HA9 9 HD TEL 020 8937 1032 EMAIL [email protected]

Richard Saunders Director of Environmental Services London Borough of Brent Brent House, 349- 357 High Road Wembley, Middlesex HA9 6BZ TEL 020 8937 5002 EMAIL [email protected]

Produced by Brent Council’s Communications Unit TEL 020 8937 1106

Designed by Brent Council’s Design Unit TEL 020 8937 6164/5 EMAIL [email protected] 11.02 BDU 4021

© Brent Council 2002

Picture credits Hulton Archive, Getty Images, Third Avenue, Neil Pattison, Robin Buckle, Jonathan Olley

14 OUR VISION FOR A NEW WEMBLEY A SPECTACULAR OPPORTUNITY BEACON OF SPORTING AND ARCHITECTURAL EXCELLENCE AN INTEGRAL AND EXCITING PIECE OF URBAN LONDON THE DESTINATION OF CHOICE A FOCAL POINT LIVELY, EXCITING AND SAFE THE CENTREPIECE OF REGENERATION A PIVOTAL CONTRIBUTION TO LONDON A THRIVING CITY QUARTER A COMMUNITY FOCUS FOR BRENT A NATIONAL, REGIONAL AND LOCAL LEISURE DESTINATION

OURwww.brent.gov.uk VISION FOR A NEW WEMBLEY A PLACE THAT CELEBRATES ITS DIVERSITY UNPRECEDENTED LEVELS OF PUBLIC ACCESS HIGH QUALITY HOUSING FOR ALL BLURRING THE BOUNDARIES OF PUBLIC AND PRIVATE SPACE A CULTURAL AND EDUCATIONAL CENTRE A CENTRE FOR WORK A PLACE WHERE PEOPLE ARE PROUD TO LIVE AND EAGER TO VISIT WITH EASY ACCESS