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STATIONS AS PLACES Opportunity Prospectus

Integration, Community and Delivery: A Masterplan for Stratford-upon-Avon station

STRATFORD-UPON-AVON STATION May 2020 FOREWORD Introducing the concept of Stations as Places The Stations as Places (SAP) programme is a process to help put railway stations at the heart of local communities. It is designed to help create a vision for the future and to identify opportunities for delivering improvements to the local environment and create a welcoming ambience. The aim is to work in partnership with others to unlock potential and to meet shared objectives and aspirations. Railway stations are more than access points to the rail ; they can be hubs of activity that are rooted in the locality with the potential to support regeneration and development opportunities. They can also host community and business activities and offer facilities/infrastructure to encourage sustainable, multi modal travel with a view to reducing car dependency and improving local air quality. The Vision “We will develop stations as quality gateways between communities and the railway, supporting the changing needs of our passengers, residents and visitors. Stations in the will be community assets, supporting the wellbeing and development of the areas they serve through involving local community and business.” West Midlands Station Alliance (WMSA) Mission Statement What does this prospectus do for Stratford-upon-Avon Station? There is an important role for the railways to play in both the economic and social regeneration of the local areas which our stations serve. This Opportunity Prospectus sets out the economic, social and geographic landscape of the area around our station and highlights some of the opportunities for commercial development, partnership working, inward investment and community regeneration.

We have included a profile of Stratford-upon-Avon station in this document and looked at different types of activity neighbouring our stations, from local businesses providing facilities to the travelling public, local authorities using existing assets in different ways, businesses looking for investment opportunities and the Get in touch and keep up to date impact of new development in the surrounding area. Contents You can email [email protected] and one of the team will get back to you! Chapter Page Chapter Page Why ‘Stations as Places’? 2 'Last Mile' Concept Plan 14 You can also follow progress on Stations Bringing our Partners together 3 Local Growth – Planning 15 as Places at: About the Station 4-5 Opportunity Plan 16 www.wmre.org.uk/stationsalliance Station Typology 6-7 Making the Station a better place 17-18 Sustainable Transport Thinking’ 8 Stakeholder Findings 19 What Do We Know? 9 Opportunities for Investment 20 Services and Trains 10 Delivery Strategy 21 Station Layout 11 Action Plan and Targets 22 The Headline Opportunities 12-13 Who to contact and how to get involved 23 1 Why ‘Stations as Places’ for Stratford-upon-Avon?

Who are the West Midlands Station Alliance? WMSA is a formal alliancing arrangement between industry partners with a common vision and What dowe know? forward plan, including infrastructure owner , station facilities owner (WMT) and local government West Midlands Rail Executive. The role of the WMSA is to facilitate Stations as Places by bringing together various stakeholders to work together in partnership; ensuring that the Stations as Places vision and local aspirations are shared between the stakeholders,the infrastructureowner- the station facilities owner- and the LocalGovernment. Community ENGAGEMENT Why Stratford-upon-Avon Station has been selected? Stratford-upon-Avon is an important station for commuters and visitors to the town. The station has an important role as a gateway to the leisure, tourism, cultural and economic parts of the town. Stratford-upon-Avon station opens up the West Midlands region, enabling the community to access employment, education and training across the region and to support a Building a growth in Stratford-upon-Avon tourism. VISION

The station has an important role to play in local economic growth and regeneration of surrounding residential areas, including ongoing development of the Stratford-upon-Avon planning framework area.

The drivers for developing this location Stations asPlaces The Station has seen a rise in rail patronage, with a 16% increase in passenger numbers in the last year reaching 107,638 PROSPECTUS passengers per annum in 2019. Stratford-upon-Avon station has seen an increase in passenger number, however the station is under-utilised..

Monitoring Progress & The Prospectus Continuing Engagement This Prospectus sets out the headline opportunities for Stratford-upon- Avon Station; including community integration, improvements to the passenger environment and promoting Stratford-upon-Avon’s heritage (such as the Shakespeare's birth place). The flow chart on the right shows how we are delivering Stations as Places in Stratford-upon-Avon

2 Bringing our Partners together

Our stakeholders really matter to us. Whether it’s a major developer building new homes in reach of the station or an individual customer that needs to be able to make an easy journey to a hospital appointment using a combination of train and bus, the Stations as Places team wants to hear views from stakeholders and customers. Our inclusive consultation approach ensures we cover the 4 dimensions of:

COMMUNITY LOCAL PERSPECTIVE A railway station is often a great asset to a community, but a community The role of a station will depend on it’s location and the needs of the can also be a great asset to a railway station. community and businesses that surround it. The station at Stratford-upon-Avon needs to meet Stratford-upon-Avon Station is already a the needs and requirements of the local community asset as the gateway to the community and needs to evolve with the town for the wider community. As part of community as needs and requirements change. the ‘Adopt a Station’ gardening project The travel survey can establish how and when Friends of Stratford Station (FOSS) people travel to and from the stations but assisted by Network Rail and West community involvement helps to make a station a Midlands Railways completed new more attractive and valuable community asset. landscaping and planting to improve the Stations as Places aims to establish strong links overall look and welcome to the station. between the station management and The Shakespeare Line Promotion Group (SLPG) encourages the use businesses, the community and other local of and Stratford-upon-Avon railway and promote the line's stakeholders; ensuring that the voice of the benefits to residents and visitors alike. community is heard. SOCIAL VALUE LEGACY Transforming a railway station from a ‘passenger thoroughfare’ into a An important objective of Stations as Places is to provide a long-term genuine community asset will have a positive impact on the local legacy by establishing integration and community involvement as the community. heart of the Stratford-upon-Avon station. Residents and businesses are more likely This will involve the community taking a to take ownership of their local station if it level of ownership of the stations and is a pleasant and safe place to be, meets their needs and represents local people passing this onto the future generations to and heritage. A railway station as a keep each station a valuable part of the valued community hub can offer a real local community. Of course, Network Rail, contribution to improving social inclusion West Midlands Railway and the Local Government will also have an important and mental wellbeing; from promoting inclusivity through membership of a role in the legacy of the station and that is ‘friends of’ group or simply making waiting why partnership working between the community and these organisations is so as a part of a morning commute more important. pleasant. 3 About the station

KEY FACTS Stratford-upon-Avon railway station is the southern terminus of the North Line and -Stratford line. Prior to August 1976, the station provided direct links to the south of the region via the , however the derailment of a freight train prompted to withdraw the link. 1862 The current station was opened on 24 July 1861, as a through station linking Birmingham and . Long-distance services were cut back from September 1962. A few passenger services remained south of Stratford to Gloucester until 1968, and to Worcester via until 1969. The line south of Stratford remained open for freight until 1976, when damage caused by a serious freight train derailment led to the closure of the line entirely. The track south of Stratford-upon-Avon was lifted in 1979.

A £1.5million refurbishment of the station was completed in Summer 2020. This refurbishment included new waiting and seating areas developed, better retail facilities introduced, new accessible toilets and cycle racks. 1950

FACILITIES OVERVIEW LOCAL ACTIVITIES There are a number of local activities in the area, with Stratford being Stratford-upon-Avon Station the birthplace of William Shakespeare.

Staffed Ticket Office • There are a number of local attraction associated with William Improved indoor waiting room and ticket office Shakespeare including Shakespeare's birthplace, Anne Hathaway’s Cottage, Mary Arden’s Farm and the Royal 1980 Ticket Machines Shakespeare Company and theatre. • Many of these attractions are accessed by a hop on open top bus Public accessible pay phones tours operated by sightseeing Stratford and links the town and Improved retail facilities at the station Shakespeare trust locations. Bike Stands for up to 20 bikes located on platform 1 • Stratford-upon-Avon Racecourse offers a number of horse racing meets throughout the season as well as a number of concerts and Toilet facilities available when the Ticket Office family fun events). is open • A key feature in the town is the River Avon that runs through the town. Frequent canal and river boat trips take place through the 2015 summer. • Summer Sunday vintage steam services between Birmingham and Stratford-upon-Avon are operated by Vintage Trains.

4 About the station

LEASE PLAN

Key:

Blue Boundary walls and gates belonging to the station.

Green Bridge, viaduct, arch, tunnel, or other structure.

Brown Represents a right of way.

Land within the blue line boundary is leased by Network Rail to West Midlands Railway, who are required to meet lease holder conditions on behalf of the landlord, Network Rail. This comprises of maintenance and enhancements to station areas, including the station buildings, platforms and facilities.

5 STATION TYPOLOGY Station Type: Leisure Gateway Station Objectives: Stratford-Upon-Avon Station

Leisure Gateway No. Objectives Target Condition This station provide access to key leisure 1 Station feels safe and is safe for all to use with well overlooked spaces and destinations, Stratford-upon-Avon serves the accessways. town itself and Shakespeare Birthplace Trust sites within the town.

2 Station is accessible for all with level access, shelter and seating The station is therefore used by a wide range of people many of whom will be unfamiliar to the 3 Station has facilities appropriate to its typology area. Access to these stations is likely to be on foot, by bike, by public transport and by car. 4 The station is connected to local origins / destinations and key assets by legible, direct, safe and attractive streets for those walking and cycling. Secondary Station Objectives: • Local gateway serving local areas to access employment, education and leisure 5 At gateway stations there is a sense of arrival and the public realm around the station opportunities. is high quality and enjoyable to be in. • Strategic access point for local amenities including Stratford-upon-Avon High School and Stratford-upon-Avon College. 6 Opportunities for interchange are maximised and interchange between local public transport, cycling and the rail service is easy and attractive.

7 Opportunities for development around the station are maximised

8 Station has adequate capacity now and for future growth

Meet in full Meet in part

6 STATION TYPOLOGY Where are we now - Issues

This table summarises the current conditions of Stratford-upon-Avon assessed against station objectives: No. Description of Current Condition Current Condition 1 • Number of crimes & ASB offences per 100,000 passengers is • Crossing facilities are provided on the busy 1.81. Road • Station overlooked by Arden development and Morrisons Supermarket. 2 • Level access to station buildings and platform 1. Access lift • Seats and sheltered seats provided on both platforms. available to other platforms. 3 • Poor bus stop connection, with most buses calling at Alcester • Wayfinding & Signage. Road accessed by Steps. • Station has buffet facilities as well as additional facilities • New station ticket office and open spaces. located outside the station. • CCTV Provided. 4 • Station located within 10mins walk distance to High Street • Pleasant environment for pedestrians and cyclist near to and major retail areas. station. Access into town is along the busy Alcester • 3 bus services call at the station forecourt and 8 bus services Road. calling at Alcester road. • Stratford-upon-Avon High School and College located • Near by cycle network including the ‘greenway’ cycle route. next to the station providing one of the largest attractors. • Pedestrian access to the station via new station building. • Housing and mixed use allocations to the North West of the station. Stratford-upon-Avon Industrial estate to the North of the Station. 5 • High quality of sense of arrival. • Station highly visible from the immediate area. • Attractive public realm within & around Station. • Need to enhance and promote identity/ character. 6 • Access to bus and taxi interchange are within meters of the • Good interchange between the station cycle parking and station entrance and public realm space. national cycle route. 7 • Station has been recently developed with new ticket office • Potential for further improvements for station facilities and station buildings. such as improved waiting shelters and seating.

8 • Station has 3 platforms, the majority of the time only 1 • Potential for additional services between London and platform is used Stratford as well as between Birmingham and Stratford.

7 Meet in Full Meet in Part Does not meet Sustainable Transport Thinking

Stratford-upon-Avon core Strategy Stratford-upon-Avon core strategy sets out the local development strategy and planning policies. This includes the allocation of strategic employment and housing sites. The core strategy outlines the vision for Stratford-upon-Avon district up to 2031. Stratford-upon-Avon will see significant development of housing in the area as well as light industrial and commercial sites. Warwickshire Local Transport Plan Warwickshire is traversed by a number of motorways and trunk roads, as well as an extensive network of ‘B’ and ‘C’ roads. This allows Warwickshire to established network of inter-urban bus services provided by a small number of operators. Warwickshire also has a mixture of inter-city, cross-country and local rail services that meet a variety of travel demands across the County. Warwickshire Rail Strategy Rail services in Warwickshire make a significant contribution to the local economy, business and local communities. Warwickshire intends to continue this support and investment in the local rail network to help improve wider connectivity, contribute to the delivery of housing and employment opportunities and maximise the benefit of economic growth in Warwickshire over the next fifteen years and beyond. It has identified three overarching objectives: • Maximising economic, social and environmental benefits of the rail network to Warwickshire residents and businesses. • Maximising journeys undertaken by rail, particularly for commuting purposes. • Supporting opportunities to transfer freight from road to rail. Stratford-upon-Avon Local Cycling Policy The Local Transport Plan (2011-2026) cycling strategy sets out Warwickshire’s policies and plans for cycling, with a focus on the development of cycle routes within the town and on strategic inter-urban routes, to increase levels of utility cycling for journeys to work, railway station, schools, town centre and other significant destinations.

8 What do we know?

PUBLIC TRANSPORT, WALKING AND CYCLING ACCESS

ANNUAL PASSENGER FOOTFALL Stratford-upon-Avon has two entrances. The main entrance is through the station 2016/2017 – 1.037 Million* building located on Brunel Way. The second entrance is via the station car park 2017/2018 – 1.042 Million* which takes customers onto Platform 1. 2018/2019 – 1.036 Million* Stratford-upon-Avon is a suburban station located in North-West of the town and *based on ORR ticket sales data is well connected with residential and commercial areas which surrounds the station by roads with pavements and footpaths. Alcester Road (A422) is the main CRIME AND SAFETY FIGURES access to the town from the station. Alcester Road has wide footways on both sides. Pedestrian crossing points are located along Alcester Road allowing safe access into the town. In the vicinity of Stratford-upon-Avon Station is which passes through the town on its route between Reading and Holyhead. The Sustrans route operates over the former line toward Honeyborne now referred to as the ‘green way’ to the south of the station. The station is well signposted on the cycle route and gives clear directions to cyclists where to turn off the route in order to access the station. The station also has bus stops located in front of the main entrance on Brunel Way and alongside the Station on Alcester Road. These bus stops are serviced mainly by Johnson’s Excelbuses and Stagecoach Midlands. The bus network is made up of inter-urban services to places like Leamington Spa, , , , and Birmingham. Other operators in the area include Shipston Link, A&M Group and Diamond Bus.

Figures from British Transport Police STATION SERVICES • Services operate over the Line between and CAR PARKING AND ACCESSIBILITY Stratford-upon-Avon and along Leamington–Stratford line. The station car park is located adjacent to Platform 1 at Stratford-upon- • Local Services operated by West Midlands Trains operate to Avon Station and is accessed from Brunel Way. Customers can access Junction (via Henley in Arden or fast via Dorridge). Some services continue to Platform 1 directly from the car. The station car park, operated by the Kidderminster and Worcester Shrub Hill. operate a local West Midlands Railway and has the following features: service between Stratford-upon-Avon and Leamington Spa via Hatton. • 321 spaces, plus 2 accessible badges • No EV charging available • Long distance services are operated by Chiltern Railways operating between • Open 24/7 Stratford-upon-Avon and London Marylebone. • Parking charges apply - £4.50 daily rate, £3.30 off peak rate. 9 Services and Trains

OVERVIEW All services start and terminate at Stratford-upon-Avon Station.

SERVICE DETAILS • 1 train per hour running to Birmingham Snow Hill via Whitlocks End, continuing to Stourbridge Junction, operated by West Midlands Trains.

• 1 train per hour running to Birmingham Snow Hill via , continuing to Stourbridge Junction, operated by West Midlands Trains.

• 1 train per 2 hours running to London Marylebone via Leamington Spa, operated by Chiltern Railways. TIMETABLES • The frequency of trains to Birmingham Snow Hill reduces to one per hour in the evening and on Sunday with no services running via Solihull. • Summer Sunday steam service operates two return trips between Birmingham Snow Hill and Stratford-upon-Avon operated by Vintage Trains. • First train departing Stratford-upon-Avon towards Birmingham departs at 0621 with the last service departing at 2204. • The first train departing Stratford-upon-Avon towards London departs at 0855 with the last service departing at 2315.

Snow Hill Lines timetable - West Midlands Trains

Stratford to London timetable - Chiltern Railways 10 Station Layout

Key Ticket Office Female Toilets Ticket Machine Car Park Coffee Shop / Male Toilets Cycle Racks Food Outlet Waiting Room Taxi Rank

11 The Headline Opportunities THE STATION

Physical Improvements A £1.5 million station improvements and refurbishment to Stratford-upon-Avon station began in 2019. Capital funding from the Department for Transport and Warwickshire County Council aimed to give station users a more pleasant experience.

Works included • Rebuilding the station booking hall • Improved seating and waiting areas • New retail facility Stratford-upon-Avon Station development Stratford-upon-Avon Station Improvements • Accessible toilets • Improved bike parking Potential Station Neighbours • Esquires Coffee Ethical community coffee hub located in the Arden Quarter opposite the station building • Stratford-upon-Avon School and college • Morrisons Supermarket • The Limes - Assisted living residence Operational improvements • West Midlands Railways has improved service from 1 to 2 trains per hour services Esquires Coffee Shop part of the Arden Development operating over the and fast services to Birmingham via Dorridge. Arden Quarter information • Chiltern Railways has doubled the number of direct trains from Stratford-upon-Avon to London via the Chiltern Mainline. • Both Schemes are covered in the Warwickshire Rail Strategy 2019-2034. Integration For the benefits of the community and its stations, it is fundamental to promote access to all modes of transport (e.g. connectivity with local buses), to consider planned development in the surrounding area and to promote activities across town.

Introducing real time bus information at bus stops throughout the area will integrate the system together. Additional bus information screens with real time information should be installed inside of Stratford-upon-Avon station ticket hall or on the platforms. It would be beneficial to have more information on the station to help with making the interchange process easier and to also attract more people to use the bus and travel to the station sustainably. 12 The Headline Opportunities THE SURROUNDING AREA

Wider connectivity improvements to the station The Stratford-upon-Avon transport strategy identifies key congestion hot spots within the area include the A46 and Birmingham Road, that run alongside the station.

There is a high car dependency within the district. Car ownership, according to the transport strategy, is higher compared to county and national levels. (71% compared to 59% national average for car ownership).

There is an aspiration to improve rail connectivity between Stratford-upon-Avon and particularly London and .

Last Mile Pedestrian routes to the station vary in quality and accessibility. The most accessible step free route to the station is along Alcester Road and Brunel Way which has good bus connectivity into the town.

Improved connectivity with bus services using the station forecourt, the majority of bus service call at bus stops along the Alcester Road adjacent to the station. Alternative routes to the station forecourt would increase last mile journeys on public transport.

1113 ‘LAST MILE’ CONCEPT PLAN

Stations as Places is also about promoting wider connectivity to existing communities, businesses, local centres and future development sites. The 'Last Mile' concept plan considers other land uses in the surrounding area and what the priorities should be in terms of integration of sustainable transport modes and station facilities. Key local stakeholders have been identified through initial consultation and auditing of the local area. Engagement will focus on improving access to rail services and how Stations as Places can unlock development potential and enhance existing connectivity for residents and the local economy.

Yellow – Town Centre Orange – Residential areas Blue – Industrial or commercial areas Red –Station Purple – Education Green – Development Locations White – Main Arterial roads

14 Local Growth - Planning

Why is it important to integrate stations' and local growth? The local authority can choose to use planning conditions (or Section 106 or 278 obligations) for defined schemes e.g. 100 secure cycle spaces and a bike hire building. Where new housing or employment development is likely to occur, these should also be recognised in the scheme planning application. Off- site sustainable travel measures which fall outside the station boundary should be delivered and funded via local transport strategies or development control contributions through the relevant property developer.

15 OPPORTUNITY PLAN

Potential Station Neighbours Stratford-upon-Avon station is surrounded by a mixture of residential and commercial developments, offering multiple business neighbours: • Stratford-upon-Avon College • Morrisons • Double Tree by Hilton Stratford- upon-Avon Hotel • Rowlands Pharmacy • Royal Shakespeare Company

The Stratford-upon-Avon transport plan and regional development masterplan focuses on the town centre itself but identifies opportunities for integration with the station's immediate vicinity. Enhanced walking, cycling and bus interchange will make a significant difference to how the station feels. There are also opportunities to enhance existing station facilities to improve passenger experience and integration between rail services and the surrounding area. 16 Making the Station a better place

Managing car parking demand • The car park consists of 320 pay and display spaces. The Station car park is regularly underutilised with spaces available throughout the day. • There is real scope for developing better car parking management at the station to improve relations with neighbouring car park owners, thus ensuring rail users use the station car park and not other nearby car parks such as at the Morrisons supermarket. • Introducing Electric Vehicle charging points should also be considered to increase sustainable travel options and encourage sustainable travel. • Introducing free or reduced charges for multiple occupancy car users via car share scheme to maximise the car park by reducing single occupancy trips. • Reallocate space in the car park that is regularly under utilised for improved cycle storage facilities or community transport.

How to get more efficient use of the station • Improve current cycle facilities providing better quality cycle parking at Stratford-upon-Avon station. • Community hub space within waiting rooms, ticket offices and redundant station buildings to bring community project together and raise awareness of community projects. • Sustainable access links to the station should be integrated into future master planning, planning frameworks and land use development proposals to ensure that railway offers an attractive transport choice for new residents and workers

Pedestrian access access to the station • Improve wayfinding signage from the station to local areas such as local enterprise park and residential areas. • An increased level of pedestrian and cycling wayfinding near to the main station entrance and at pedestrian access points on Alcester Road will increase usage of the wider cycling and pedestrian routes and local amenities. Wayfinding could include an element of interpretation value, informing on local heritage of the area.

17 Making the Station a better place – local opportunities Stratford-upon-Avon Racecourse Stratford-upon-Avon Racecourse is a thoroughbred horse racing venue and offers a large range of events such as concerts and a CAMRA Beer Festival. The racecourse is a short 20 minute walk from Stratford-on-Avon station. There is no direct bus from the station to the racecourse. However, shuttle buses are often arranged during large events.

Partnerships between the racecourse and the station could include shuttle bus services from the station to promote use of sustainable transport by visitors to the racecourse. Proposals for the Stratford to Honeybourne link could include reopening a station at the racecourse, which existed on the line before its closure.

Stratford to Honeybourne Link Stratford-upon-Avon was never designed as a terminus station, with trains continuing onto the wider network via the line. The missing 6 miles between Stratford Upon Avon and Long Marston have long been a topic of discussion, as part of the reinstatement of services providing through journeys to Worcester and the South West, and and the Thames Valley.

This would require the reopening of 6 miles of closed railway between Stratford upon Avon and Long Marston, to complete routes southwards for direct trains between Stratford-Morton-Oxford and Stratford-Evesham-Worcester which will enhance travel opportunities for visitors and for commuting and leisure travel over a wide area, ease road congestion in Stratford and ease pressure on the wider rural road network.

Significant work is required to connect to the current railway at Long Marston and Honeybourne. This includes major infrastructure improvements to Seven Meadows Road to allow the station to connect with the former track bed. Large sections of the former track bed now forms the ‘Green Way’ cycle path.

This scheme will be considered as part of the work of the North Cotswolds Line Task force.

18 THE ASPIRATION The place we want it to be “We need to improve getting to the town from the station by sustainable modes such as foot and cycle. The station development is the first phase of works to improve pedestrian and cycle route to and from the station” Paul Harris - Planning Policy Officer, Stratford District Council

“Stratford Town Station is not used by local people except for the youth, very few people from Stratford travel to Birmingham. The trains are only busy and heavily used by school children attending the local school and college.” Ian Taylor - Station Manager, Stratford Lines

“We have a fabulous team of adopters at the station but sadly are waiting for access to running water at the station for their planting. Network Rail (whilst renovating the station) took out a sprinkler system that was used for hanging baskets and hence these can't be put up as part of their efforts to bring life and foliage to the space.” Fay Easton - Head of Stakeholder & Community for West Midlands Railway

PRIDE IN THE LOCAL COMMUNITY There is a lot of pride within the local community, Since the Stratford-upon-Avon is the closest railway station 1970s Stratford-upon-Avon in Bloom has worked with local to the local tourist attractions, including authorities, local businesses and residents to enhance the Shakespeare's Birthplace, Mary Arden’s Farm, beauty of Stratford-upon-Avon through floral features and Anne Hathaway Cottage and the Royal gardens, both public and private. Shakespeare Company Friends of Stratford Station (FOSS) won the Stratford in Bloom in 2017 which saw the station decorated with floral STRATFORD-UPON-AVON AS A displays creating a more attractive welcome for visitors. DESTINATION 19 OPPORTUNITIES for INVESTMENT

The Stations as Places Prospectus should act as a means of providing an evidence base which can attract funding opportunities and implement quick-win initiatives and measures. To achieve this, continuous stakeholder involvement and collaboration is crucial to develop relationships within the communities that the Stratford-upon-Avon stations serve.

OPTIONS FOR DELIVERY

Section 106 External Funding Match Funding Commercial Revenue Third Party Funding

• Section 106 funding • West Midlands • Stratford-upon-Avon • Station coffee shop • Royal Shakespeare Company can be secured when Railways District Council and • Potential retail and Shakespeare Birthplace a third-party • Network Rail Warwickshire County opportunities on the Trust to use the station as a development relates • Visit Stratford-upon- Council. station such as a Flower gateway into Shakespeare's to the station (in Avon Tourist board • Warwickshire County Shop, Art Gallery, Stratford. planning terms). • Shakespeare’s Council and Network souvenir/gift shop etc. • Vintage Trains could support • Long Marston Village Birthplace Trust Rail (Station and contribute to the development • Coventry development) development of the station and • Meon Vale & Warwickshire in turn make the station a development Chamber of regular steam hauled route. Commerce • Shakespeare line promotion • Coventry & group Warwickshire Local • Contributions from operators Enterprise such as West Midlands Railway Partnership and Chiltern Railways EASY WINS

Cycle Rail Community and Volunteering resources As result of the Cycle Rail Fund awarding in 2019, it was announced an Community Hub use redundant station buildings for community extra 2,300 cycle spaces to be built at 48 stations across , projects can provide a sense of community spirt at the station and enabling commuters to cycle directly to the station and lock-up their bike raise revenue for West Midlands Railways. securely. Stratford-upon-Avon in bloom flower competition. The station has The Cycle Rail Programme has already tripled the number of cycle previously won the competition parking spaces at more than 500 stations, bringing the total to over 80,000. The Cycle Rail programme is a great opportunity to get funding to improve cycling facilities and security around railway stations. 20 Making the Station a better place DEVELOPMENT STRATEGY Short Term • Reinstatement of station watering system and sprinklers to enable station environment improvements such as platform planters and hanging baskets. • Station enhancement - Shakespeare artwork, history and interpretation boards. • Station to town wayfinding signs with local attractions map. • Increase in the number of education trips made by local students. • Improved and increased cycle facilities - provision of additional cycle parking shelter to existing cycle cages by the main entrance. • Provide on train announcements to provide greater clarity to customers to alight at Stratford-upon-Avon for the town (rather than Stratford-upon-Avon Parkway). • Work with local shops and attractions to provide discount card for people traveling to Stratford-upon-Avon by train. Medium Term • Actively support and promote mode shift for journeys to and from the station. • Travel planning engagement with local businesses to facilitate mode shift to Station Planters at Stratford-upon-Avon in rail and other sustainable modes. 2017, photo from Stratford Observer • Provide Electric Vehicle bays into the carpark to encourage sustainable travel to the station. These bays need to be located alongside Blue Badge bays. • Wayfinding for foot and bus routes. • Increase the number of leisure trips made by people visiting the town. • Increase rail to bus interchange by increasing the number of regular services calling at the Station forecourt rather than Alcester Road. • Introduction of a public bicycle hire scheme such as Santander Cycles in London, Swansea and Milton Keynes. • WiFi at station - continuous WIFI between trains and the stations. Long Term • Improve the pedestrian crossing at the Arden Street/Birmingham Road junction which forms a key part of the walking route between Stratford-upon-Avon station and the town centre. Friends of Stratford-upon-Avon Station (FOSS), • Improve connectivity through influencing future developments. photo from Stratford Observer • Work with housing developers, Stratford-upon-Avon District Council and Warwickshire County Council to deliver 'last mile' improvements to new housing development through S106 contributions.

21 ACTION PLAN Making the station a better place - achieving mode change

Mode shift targets provide a focus for the Stations Action Plan as Places prospectus, as way of measuring whether future schemes have a positive impact on sustainable travel. The big opportunities for Action Responsibility Timescale changing mode come from improving bus-rail Mode shift from car for short West Midlands Railway Short to Medium interchange at Stratford-upon-Avon station and trips. walking and cycling access from both station to Increase rail to bus West Midlands Railway Short to Medium local centres and residential developments. interchange to and from the station. Qualitative, non-modal targets have been identified to maximise community integration and accelerate land development opportunities.

Targets Station environment West Midlands Railway Short improvements and Station enhancement - platform • Promote and increase modal share for journey to and from the station using planters, improved seating sustainable transport modes. artwork, and interpretation • Engagement with wider community group such as the Shakespeare boards. Birthplace Trust and Stratford College by end of Year 1. Improved step free access West Midlands Railway Long • Increase in the number of education trips made by rail at the local to bus stop located on and Stratford District educational facilities by 10% during term time. Alcester Road. Council • During the summer months increase the number of leisure trips made by rail for people visiting the town by 10%. • Deliver committed Station Improvements between Year 0 and 5. Secure walking and cycling Stratford-upon-Avon Short to Medium • Station environment improvements – platform planters by end of Year 1. Investment through Section District Council and • Secure walking and cycling investment through Section 106 by between 106 West Midlands Railway Year 0 and 3. • Increase rail to bus interchange - increasing the number of regular services Improve customer West Midlands Railway Short to Medium calling at the Station forecourt rather than Alcester Road. experience at the station.

22 WHO TO CONTACT AND HOW TO GET INVOLVED

Railways bring people together and there is a powerful historic sense of pride in the railways in the UK. Stations began life as beacons of hope and revival for local communities and when stations are places of welcome, happier & more passengers ensue.

The Stations as Places initiative is designed be open to all.

We really want to engage with organisations of different shapes and sizes. We’d love to hear from developers and their consultant teams about how we can work more closely with you to connect with your development schemes, especially if you are needing people to take the train to ease pressure of the road network and make your development proposals work effectively.

But we’d also love to hear from retailers and other local businesses, from social enterprises and residents groups, and from organisations supporting disabled people and others needing accessibility support. So how to get involved?

You can email [email protected] and one of the team will get back to you!

Contact us if you would like to • Give us feedback about this Prospectus • Flag up an opportunity with your proposed development • Talk to us about how your organisation can get involved

You can also follow progress on Stations as Places at www.wmre.org.uk/stationsalliance

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