The North Essex Authorities Retail Study 2006 NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL
Reference: P:/Planning/643/Projects/02A5B5104
Contact: Chris Goddard / Caroline Cusa
Tel: (020) 7911 2202 / 020 7911 2551
Email: [email protected] / [email protected]
www.gvagrimley.co.uk
+44 (0) 870 900 89 90
Signed For & On Behalf Of
GVA G RIMLEY
………………………………
CHRIS GODDARD
Date……………………………… NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL
CONTENTS PAGE NO.
1. Introduction 1
2. Braintree District Local Plan, July 2005 4
3. Braintree Qualitative Assessment 11
4. Halstead Qualitative Assessment 23
5. Witham Qualitative Assessment 30
6. Capacity Projections 40
7. Scope for New Development 55 NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL
PLANS
Plan 1: North Essex Study Area
Plan 2: North Essex Survey Area
Plan 3: Braintree District: Existing Retail Provision
Plan 4: Braintree Comparison Goods Market Share
Plan 5: Halstead Comparison Goods Market Share
Plan 6: Witham Comparison Goods Market Share
Plan 7: Braintree Town Centre/Freeport Outlet Village Catchment Area: In-Centre Survey
Plan 8: Recommended Primary and Secondary Shopping Frontages: Braintree Town Centre
Plan 9: Recommended Primary and Secondary Shopping Frontages: Halstead Town Centre
Plan 10: Recommended Primary and Secondary Shopping Frontages: Witham Town Centre
APPENDICES
Appendix 1: Customer Views and Behaviour
Appendix 2: Retailer Requirements
Appendix 3: Braintree Town Centre: In-Centre Survey Results
Appendix 4: Freeport Outlet Village: In-Centre Survey Results NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL
1. INTRODUCTION
1.1 GVA Grimley was instructed by the North Essex Authorities (NEAS) (Braintree, Colchester, Maldon and Tendring) in August 2005 to undertake the North Essex Retail Study. The joint study is driven by a recognition of significant cross border and sub-regional issues, and consequently aims to address the interrelationship between the centres and the dynamics of the changing network of centres within the sub-region. The North Essex Study Area is illustrated on Plan 1.
1.2 The purpose of this study is to inform and guide town centre/retail planning in North Essex, and in particular, to input into the preparation of each authority’s forthcoming Local Development Framework (LDF). Based on our research, analysis and overall findings, the study identifies a strategy for the future scale and form of new development and the distribution of growth, advising on the role of each centre within the retail hierarchy and any potential for change.
TERMS OF REFERENCE
1.3 Our terms of reference are to:
Examine the retail hierarchy in North Essex and the wider sub-region, and advise on the role of each centre and their relationship to each other in the retail hierarchy;
Establish the extent to which current retail and leisure provision within North Essex satisfies the level and nature of consumer demand within each catchment;
Estimate the scale and nature of any changes in this position that may arrive in the light of:
Potential increases in population;
Forecast changes in retail expenditure;
Changing forms of retail provision;
Possible increases or decreases in the trade draw from competing centres.
Identify the scale and nature of additional retail provision that may be appropriate in North Essex for the period 2011 and 2016;
Assess the scope for new retail and leisure development and the potential to accommodate this within the sub-region.
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TWO STAGE APPROACH
1.4 In accordance with our proposal for consultancy, we have formulated a two-stage report structure. Stage 1 is a strategic report focusing on the full study area and sets out the common elements to each NEA, the baseline position and recommended strategy for growth and change in North Essex. It has been produced as a consistent source of reference for each of the NEAS to enable informed development control decisions and policy formulation, guiding change and growth across the sub- region. It focuses on the network of centres, current market conditions, qualitative health checks, global capacity forecasting, local development opportunity sites throughout the centres, strategic growth opportunities, and advice on any changes to the network of centres.
1.5 Stage 2 comprises an individual report for each local authority, developing the findings in Stage 1 further. Each Stage 2 Report (four in total) focuses on localised issues and sets out the detailed technical analysis and recommendations for each authority. Work elements include a review of the local policy framework, an analysis of in-centre and household telephone surveys, detailed qualitative health checks, a review of the performance of existing retail/leisure floorspace, localised quantitative capacity projections, and the scope for new development in each local authority. Each element of work draws on extensive in-centre and household telephone surveys.
1.6 This report forms Stage 2 of the overall study, focusing on Braintree District.
STRUCTURE OF THE REPORT
1.7 This report draws together the results of this process, incorporating the findings of detailed survey based analysis, technical analysis, and ongoing discussions with the steering group. The report is structured as follows:
In Section 2 we review in detail the components of the district’s local policy framework, including the current retail hierarchy definitions and policies guiding development control decisions.
In Section 3, 4 and 5, we undertake a detailed qualitative assessment of Braintree, Halstead and Witham in accordance with the key health check indicators outlined in PPS6.
In Section 6, we review the performance of existing retail floorspace and set out our economic capacity projections for the district, focusing in particular on the capacity for further retail and commercial leisure provision, having regard to trend line population/expenditure growth assumptions.
In Section 7, we draw on the technical background work and discuss the scope for new development in each centre, reviewing the specific development opportunity sites throughout the district. Together with previous sections, this underpins our recommendations regarding the distribution of growth and changes to the retail hierarchy. We set out our recommended strategy
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for retail development in the district, identifying the potential to accommodate growth and advising on the scale and form of development
1.8 This report is supported by a series of plans and appendices in addition to those attached in the Stage 1 Report.
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2. BRAINTREE DISTRICT LOCAL PLAN, JULY 2005
2.1 In this section, we examine the key points of relevance from the adopted Braintree District Local Plan. The Plan sets out the policies and proposals to guide and promote development in the Braintree District for the period 1996-2011. National and regional guidance is addressed in detail in the Stage 1 Report.
2.2 Section 2 sets out the Development Strategy and Overall Vision for the District, and designates Braintree, Halstead and Witham as Town Centres. The Plan recognises that the District has changed significantly. Braintree in particular has experienced significant change, including the development of new neighbourhoods at Great Notley and Kings Park Village, the regeneration of East Braintree, and numerous smaller developments. There has also been continued development in Halstead and Witham and some villages. Stansted Airport is located approximately 15 miles to the west of Braintree District and is an increasing influence on the development of the area. In association with the first phase of the expansion of the airport, of up to 15 million passengers per annum, 2,000 Stansted-related houses were built in the District.
2.3 The Plan states that new development is to be concentrated in Braintree, Witham and to a lesser extent Halstead. Braintree and Witham contain the main sources of employment in the District and have the widest range of shops, services and community facilities. The strategy seeks to maintain Halstead’s character as a county market town, and to limit development in the rural areas in order to protect the countryside. In terms of Town Centres and Retail, the Plan’s Strategy is the consolidation, environmental improvement, and management of Braintree, Halstead and Witham town centres; modest new retail provision in Halstead and Witham; and additional off-street car parking in Halstead town centre.
2.4 Section 8 deals with Design and Heritage. It is evident that Braintree, Halstead and Witham town centres fall almost entirely within Conservation Areas, and the policies therefore have implications for demolition and development in each centre. The Council’s objective is to preserve and enhance these areas, and to ensure that any new developments, or other works or changes of use, preserve or enhance the character and appearance of the present Conservation Areas. Policy RLP 95 states that within or adjacent to a Conservation Area, development will only be permitted provided that:
“a) The proposal does not detract from the character, appearance and essential features of the Conservation Area; b) Any new development is situated in harmony with the existing street scene and building line, and is sympathetic in size, scale and proportions with its surroundings; c) Architectural details on buildings of value are retained; d) Building materials are authentic and complementary to the building’s character.” Policy RLP 95
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2.5 Policy RLP 96 controls demolition in Conservation Areas:
“Demolition involving the destruction of (the whole or part of) an unlisted building in a Conservation Area will only be permitted if: a) The structure to be demolished makes no contribution to the character, or appearance, of the conservation area; or b) The building is demonstrably beyond reasonable repair due to its structural condition, and clear evidence of efforts to secure viable alternative uses is available and no other forms of community ownership or preservation is possible; and c) Consent for demolition will only normally be granted in any case where a contract for the redevelopment of the site has been let; d) Redevelopment proposals preserve or enhance the character and appearance of the area.”
Policy RLP96
2.6 Chapter 9 deals with Town Centres, Local Centres and Shopping. The Plan recognises that the District’s town centres provide the social and economic focus of their communities and it is important that their vitality and viability is maintained and enhanced. The last ten to fifteen years have seen many changes in retailing, including the growth of regional shopping centres, the growth of out-of- town retail parks, extended opening hours and Sunday trading, and more recently internet shopping. The Plan states that all of these changes have had an effect on existing town and local centres.
2.7 Braintree, Halstead and Witham are classified in the Structure Plan as Principal Town Centres, and it is acknowledged that they do not offer the same amount, or range, of retailing as nearby sub-regional centres such as Colchester, Chelmsford and Lakeside. The town centres in this District rely mainly on convenience shopping and local services to attract people to use them. The Plan explains that town centre boundaries cover a wider area than the principal shopping area, as they also include other town centre uses. A variety of uses are encouraged including leisure uses such as pubs and restaurants, residential, office, entertainment and cultural uses.
2.8 Policy RLP 110 addresses the sequential approach. It states that proposals for retail and other town centre developments, which attract a large number of people, should be determined on a sequential basis, with first preference for town centre sites, followed by edge of centre sites, then district centres, then local centres, and only then out of centre sites provided they are accessible by a choice of means of transport.
2.9 Policy RLP 111 notes that retail development proposals should not individually or cumulatively with other recent and committed development, materially affect the vitality and viability of any existing town, district or local centres. In the supporting text, it notes that such development proposals should also be accessible by a choice of means of transport; not give rise to unacceptable problems of
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access; ensure they provide car parking and servicing facilities; and not materially prejudice the provision of other major land uses.
2.10 The Plan explains that each town centre retains a compact shopping core and it is part of their attractiveness that most shops are within easy reach of each other and from car parks and central bus stops. It is intended that this compactness should be retained and shopping areas are therefore defined on the Proposals Map within which retail uses will be concentrated. Outside of the defined shopping areas, proposals, which will result in sporadic and dispersed retail uses, will be resisted. It is also important that within the shopping areas strong retail frontages are not diluted by non-retail uses such as estate agents, banks and building societies (A2 uses). Policies RLP 112 and 113 protect town centre uses and shopping areas.
2.11 Policy RLP 114 controls policy applications for A2 uses. They will only be permitted if:
“a) There should be a balance between retail and non-retail uses and no continuous frontages of non-retail uses.
b) The premises do not have the benefit of rear servicing.
c) The frontage is not prominent in the streetscene. Where non-retail uses are permitted, the occupiers will be required to provide and maintain a window display. The areas to which this policy will be applied are:
Braintree: Bank Street, High Street (East of No.74a and Baileys Gant), Great Square, Little Square, Market Street, Market Square, and George Yard.
Witham: Newland Street between Collingwood Road and Guithavon Street, the Newlands Precinct and The Grove Shopping Centre.
Policy RLP 114
2.12 The Plan emphasises the importance of accessibility to town centres by a choice of mode of transport, including those with special needs. Policy RLP 115 addresses the issues of accessibility, encouraging a range of sustainable transport options. Proposals within town centres that will improve these facilities will be encouraged. In terms of parking, it is recognised that car parking in Braintree and Witham is generally adequate to meet current and anticipated demands, but some additional short stay car parking may be required in Halstead.
2.13 Policy RLP116 encourages the use of upper floors in town centres, which can add to the vitality and viability of town centres, can help with increasing security and can contribute to meeting overall housing requirements. The policy resists applications for uses which might prejudice or restrict access to upper floors within the defined shopping areas.
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2.14 Policy RLP 117 protects shopfronts in Conservation Areas, and sets out a series of guidelines with which to assess applications for new shopfronts. Policies RLP 118 and 119 controls applications for new retail warehousing and conversions to retail warehousing. It is acknowledged that in the past ten years there has been an increasing demand for retail warehousing for the sale of bulky non-food goods, and the policies set out a series of criteria with which to control their development. An area at the Braintree Retail Park is allocated for retail warehousing, and the Plan states that retail warehousing may also be acceptable within the Maltings Lane Business Park up to a maximum of 2.02 hectares in total.
Braintree
2.15 The Plan states that of the three towns in the District, Braintree has seen the most significant changes in retailing over the last ten years. These include the extension to the town centre Sainsburys; the refurbishment of the town centre Tesco store; new Tesco stores at Great Notley and Kings Park Village; the strengthening of the evening economy; the introduction of flats above shops; investment in the public realm and security; the opening of the Manor Street Car Park; and the opening of a new library and a new museum.
2.16 The Freeport Factory Outlet Centre opened at Charter Way in 1999, and early indications suggest that linked trips have helped to increase the numbers of people using the town centre. Planning permission for leisure uses at Freeport, including a multiplex cinema, bowling alley, swimming pool and health club and for a limited extension of retail uses was granted in June 2001.
2.17 Previous consultancy advice concluded that, as far as food shopping is concerned, recent developments have taken up any identified capacity that existed, but that growth in and around Braintree is likely to give rise to some limited quantitative capacity for additional floorspace over the plan period. In terms of non-food shopping, the Plan states that there has been insufficient time since the opening of Freeport to fully assess its effects, and the situation will need to be monitored throughout the plan period whilst new retail patterns settle down. No proposals are therefore put forward in the Plan for additional retail floorspace in the town.
2.18 Policy RLP 120 encourages town centre improvements in Braintree:
“Areas in Braintree in Market Place, Great Square, the western end of Manor Street and the northern end of Fairfield Road are proposed for environmental improvement and are shown on the proposals map. Proposals which would prejudice these improvements will not be permitted. Contributions towards the improvements and towards their future maintenance, where appropriate, will be sought from developments that are permitted in the town centre and other developments which may have an impact on the vitality and viability of the town centre.”
Policy RLP 120
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Halstead
2.19 Halstead functions as a country market town, with a range of shops and services. The Plan outlines that a number of environmental improvements have been carried out, including re-paving part of the High Street, the provision of street furniture, heritage lighting and the restoration of the Public Gardens. It is acknowledged that the town centre has a relatively affluent catchment, a high quality environment, and a number of interesting independent shops; but as retailing trends have changed in the last ten years, Halstead has been left behind relative to nearby competing centres.
2.20 Previous consultancy advice states that because of the historic nature of Halstead, and the limited demand for further retailing, any strategy needs to concentrate on its existing retail structure, including the following elements:
Promotion of Halstead as a tourist centre based on its historic nature and its role as an antique centre;
Further environmental improvements in Bridge Street, Weavers Court and Market Hill;
Investigation of further shoppers car parking;
To widen the town centre partnership to include all stakeholders to develop a strategy for the town and to promote it;
Considering the prospect of a part time or shared town centre manager;
Monitoring the gateway locations to the town.
2.21 Policy RLP 121 designates land east of Halstead High Street as a Comprehensive Development Area. Mixed uses on this site should include housing and shoppers car-parking – there is a need for additional short-stay car parking to serve Halstead Town Centre. This site should provide a minimum of 30 spaces for short-stay parking, with access off The Centre. A development brief has been prepared to provide supplementary planning guidance on the content and layout of development. This is discussed further in Section 7.
2.22 Policy RLP 122 encourages environmental improvements in Halstead:
“Areas in Halstead Town Centre at Bridge Street, Weavers Court, High Street, The Centre and Market Hill are proposed for environmental improvement. Proposals which would prejudice these improvements will not be permitted. Contributions towards the improvements and towards their future maintenance, where appropriate, will be sought from developments that are permitted in the town centre and other developments which may have an impact on the vitality and viability of the town centre.”
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2.23 Policy RLP 123 states that The Centre (that is, the road, retail/mixed use units and associated rear parking, east of the High Street) is shown as a comprehensive development area on the Proposals Map, where refurbishment, or redevelopment, will be encouraged, for retail, office, residential purposes or a mix of these uses.
Witham
2.24 The Local Plan states that Witham town centre provides primarily food and other convenience retailing for the local population. The main shopping areas are Newland Street, The Grove Centre and the Newlands Shopping Centre. There is an off-centre Morrisons foodstore on Braintree Road. The environmental quality of the town centre is acknowledged as being generally high, with a number of historic buildings. The Grove Centre is relatively modern and of a quality which complements the historic centre. The Newlands Shopping Centre dates from the 1960’s and would benefit from refurbishment, or redevelopment. This is therefore shown as a comprehensive development area on the Proposals Map (Policy RLP 125).
2.25 Previous consultancy advice identified some scope for additional food floorspace in Witham town centre. It is suggested that this could, for instance include a new discount foodstore together with an extension to the existing Tesco store. A commitment for 1,115 sq m of additional convenience retailing, as part of a new neighbourhood development at Maltings Lane, is highlighted. The comparison sector was recognised as being comparatively weak, primarily because of the town’s proximity to Chelmsford and Colchester. It is thought unlikely that this position will change during the plan period and any growth in this sector is likely to be on an incremental basis.
2.26 The proposed strategy for Witham town centre is outlined in the Plan as follows:
To focus on the existing retailers within Witham town centre, rather than to seek further developments. If new proposals do come forward within the town centre then these will be viewed positively. No specific sites are allocated and any new proposals would need to be located within the existing town centre;
A strengthening of the town centre partnership, to include all key stakeholders within the town centre to define common goals and to promote the town centre accordingly;
Consideration to be given to a town centre manager, either part-time or shared with another centre;
Further environmental improvements.
2.27 Policy RLP 124 encourages environmental improvements in Witham:
“Areas in Witham Town Centre at Newland Street, Newlands Drive Car Park and the Lockrams Lane Car Park are proposed for environmental improvement. .
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Proposals which would prejudice these improvements will not be permitted. Contributions towards the improvements and towards their future maintenance, where appropriate, will be sought from developments that are permitted in the town centre and other developments which may have an impact on the vitality and viability of the town centre.”
Policy RLP 124
Village and Local Centres
2.28 The village and local centres throughout the District are identified as providing important local top up shopping, including for those who cannot conveniently reach town centre shops. The Plan states that proposals which would lead to the improvement of such centres will be encouraged, whilst those that would lead to their loss will be resisted. Policy RLP 126 sets out the criteria with which to assess proposals for new shops in local centres. Policy RLP 127 supports additional shopping facilities in villages; and Policy RLP 128 supports the continuance of rural services and facilities, in order to maintain community life.
SUMMARY
2.29 The Braintree District Local Plan was adopted in July 2005 and provides detailed policies to guide the day to day planning decisions in the District for the period to 2011. The Plan designates the three main shopping centres as Town Centres: Braintree, Halstead and Witham, and states that new development is to be concentrated in Braintree, Witham and to a lesser extent Halstead. The Plan’s strategy is the consolidation, environmental improvement, and management of Braintree, Halstead and Witham town centres; modest new retail provision in Halstead and Witham; and additional off- street car parking in Halstead town centre.
2.30 The Local Plan also protects the centres of Braintree, Halstead and Witham with Conservation Area designations and policies to control changes to shop fascias. The designation of shopping areas aims to protect the compact shopping core in each of the town centres, ensuring that strong retail frontages are not diluted by non-retail uses. No proposals for additional retail floorspace are put forward for Braintree town centre; but in Halstead, land east of High Street is designated as a Comprehensive Development Area. In Witham, The Newlands Shopping Centre is also designated as a Comprehensive Development Area. In terms of retail warehousing, an area at Braintree Retail Park is allocated for such uses, and it is acknowledged that the Maltings Lane Business Park may also be appropriate.
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3. BRAINTREE: QUALITATIVE ASSESSMENT
3.1 Having examined the sub-regional context and identified Braintree’s position and performance relative to its principal competitors in the Stage 1 Report, we set out in this section the results of our detailed assessment of the vitality and viability of the centre, based on the PPS6 indicators. It is necessary to review the qualitative performance of the centre to enable informed policy and development control decisions over the forthcoming LDF period, and to ensure appropriate recommendations in this report regarding the need for new retail floorspace.
3.2 We have written up the results of the in-centre surveys undertaken in Braintree Town Centre and the Factory Outlet Village as part of this Study. 100 shoppers and visitors in both locations were questioned, and the full results are attached in Appendix 3 and 4. We comment on the relevant points throughout this section. The summary analysis is attached in Appendix 1.
3.3 Braintree is located in the heart of the District, between Halstead to the north and Witham to the south (Plan 1). The A131/A120 Braintree By Pass and A131 Great Notley By Pass have removed through traffic from the town, and are part of the primary road network. Of the three towns in the District, Braintree has experienced rapid population growth and the most significant changes in retailing over the last ten years.
DIVERSITY OF USES
3.4 According to Experian Goad, Braintree has a total of 38,367 sq m gross of ground floor floorspace for retail trade and service uses, comprising 226 units. This compares to 594 units in Colchester, 255 units in Clacton-on-Sea and 196 units in Maldon. It should be noted that the floorspace figures derived from Experian Goad only show the footprint of units within the building lines, and do not provide a definitive figure of net or gross floorspace.
3.5 Table 3.1 highlights the composition of Braintree by the number of units, with retail trade categories as defined by Experian Goad. The centre has a below average representation of units occupied by retailers in the comparison category. In particular, there is a below average representation of mens and boys clothing; womens, girls and childrens clothing; mixed and general clothing; gifts, china and glass; furniture, carpets and textiles; jewellers and clocks; and electronic goods and home entertainment.
3.6 Braintree town centre has a below average representation of units occupied by retailers in the convenience category. There is a limited provision of bakers, greengrocers, fishmongers, and off licences. This is likely to be a consequence of the strong representation of main foodstores in the town centre, discussed below, which has evidently had an impact on the selection of smaller, independent food retailers.
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Table 3.1: Braintree Retail Composition by Number of Units
Retail Trade Group Outlets Number % % GB Variant %
Convenience 14 6.19 9.16 -2.97
Comparison 99 43.81 47.66 -3.85
Service 93 41.15 31.67 9.48
Vacant 17 7.52 10.14 -2.62
Miscellaneous 3 1.33 1.36 -0.03
Source: Experian Goad Town Centre Report, January 2005 Note: Miscellaneous: Employment, careers, and Post Offices
3.7 The centre has an above average representation of units occupied by retailers in the service category. There is an above average provision of every service business including restaurants, cafes and fast food; hairdressing and beauty; laundrettes and dry cleaners; travel agents; banks and financial services; building societies; and estate agents.
3.8 Table 3.2 sets out the composition of retail floorspace in Braintree town centre by retail category as defined by Experian Goad. It is clear that, despite the below average representation of units, the centre has an above average proportion of convenience goods floorspace. This is accounted for by the strong provision of large foodstore operators. Braintree has a below average proportion of retail floorspace in the comparison, miscellaneous and vacant categories, but an above average proportion of space occupied by service businesses.
Table 3.2: Braintree Retail Composition by Retail Floorspace
Retail Trade Group Floorspace % % GB Variant % sq m gross
Convenience 9,100 23.7 16.9 6.8
Comparison 18,210 47.5 53.0 -5.5
Service 9,200 24.0 20.8 3.2
Vacant 1,300 3.4 8.0 -4.6
Miscellaneous 560 0.6 1.3 -0.7
TOTAL 38,370
Source: Experian Goad Town Centre Report, January 2005 Note: Miscellaneous: Employment, careers, and Post Offices
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RETAILER REPRESENTATION
3.9 A multiple retailer is defined as being part of a network of nine or more outlets and the presence of multiple outlets can enhance the appeal of the centre. In January 2005, multiple retailers occupied 79 of the total 226 retail units in Braintree (35%), marginally higher than the national average of 34%. This indicates that Braintree is performing reasonably well in the attraction of national multiples, in accordance with its role as a higher order comparison goods shopping destination.
3.10 Experian Goad highlight 27 key attractors as a benchmark to judge centres against, and it is evident from our analysis that Braintree has 14 of these retailers:
Argos
Boots the Chemist
Burton
Clarks
Dixons
Dorothy Perkins
Marks & Spencer Simply Food
New Look
Sainsbury’s
Superdrug
Tesco
Virgin Megastore
WH Smith
Woolworths
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3.11 This vitality indicator reflects a reasonable range of key attractors, although a number of retailers you may expect to find in a centre like Braintree are not represented. These include Next, River Island, H&M, BhS, Marks & Spencer and Topshop. The absence of key retailers may be a consequence of either their representation in the Freeport Outlet Shopping Village (Next and Marks & Spencer) or the strong competition provided by the nearby shopping destinations.
3.12 The adopted Local Plan does not define primary and secondary shopping frontages in Braintree town centre. The Plan does, however, define the Primary Shopping Area within the Town Centre boundary. This incorporates Bank Street, High Street (east of 74a and Baileys Gant), Great Square, Little Square, Market Street, Market Square, and George Yard.
3.13 The George Yard Shopping Centre opened in September 1990, and is a red-brick construction. It is accessed off the High Street and through the pedestrianised section of Sandpit Lane, contributing to a circular pedestrian flow around the primary shopping area. The scheme is spread over one level and has a retail floorspace of approximately 10,870 sq m gross (36 retail units). The shopping centre is anchored by Boots, Co-op Department Store and W H Smith, and supplemented with a range of mid to lower order comparison goods retailers including Burtons, Clarks, Dorothy Perkins, Carphone Warehouse, Superdrug, Peacocks and the Mobile Phone Centre. The Centre also has an M&S Simply Food. The centre has an adjacent multi-storey car park with 725 parking spaces.
3.14 The High Street provides Braintree with a good supply of professional and financial services, including Natwest, HSBC, and Halifax Banks. The independent department store, Townrow, is located on High Street, alongside a range of cafes, services and some lower order multiple and independent retailers such as Millets outdoor wear and The Discount Warehouse (household goods).
3.15 Bank Street is a key link road in the centre, running from Coggeshall Road in the north, to High Street in the South, and providing access to George Yard. A number of the larger multiples in Braintree are located on Bank Street including Woolworths, New Look, The Edinburgh Woollen Mill and B’Wise Clothing. A range of service uses are also located in this area including banks, building societies, estate agents, a travel agent and a fast food restaurant. A large Argos unit is located on Bocking End to the north of the town centre.
3.16 Braintree has an excellent supply of major foodstore operators, including Tesco, Sainsbury’s, Somerfield and M&S Simply Food. The Tesco store is located on Market Street in the south east of the town centre. It opened in 1976 and has a retail floorspace of 4,318 sq m net, on two levels, and has cashpoints located outside. The ground floor consists of convenience goods including a delicatessen and bakery counters. The upper floor consists of non-food items including men’s, women’s and children’s wear, toys, cards, stationery, books, TV’s, DVDs, and other homeware items.
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3.17 Sainsbury’s is located to the east of the town centre, and is accessible through Blyths Meadow, Tofts Walk and Drury Lane. The store opened in 1982 and has a retail floorspace of approximately 2,485 sq m net. It has 18 checkouts and a good selection of convenience goods products including a delicatessen, bakery, fish counter, meat counter and salad bar. There is also a strong range of non- food goods including home furnishings, electricals, CDs, a Tu jewellery range, Toys, Books and DVDs. Additional customer facilities include disabled toilets, cash machines, and a petrol filling station. The car park to the east of the store has approximately 250 parking spaces, but during the site visit it was full to capacity.
3.18 Somerfield is located on Rayne Road in the north west of the town centre. It opened in 1994 and has a retail floorspace of approximately 1,349 sq m net, and is easily accessible from the George Yard shopping centre. The store was not busy during the site visit compared with the Tesco and Sainsbury’s. It has a store car park, and is adjacent to the town centre multi storey car park, linking through to George Yard. The store sells only convenience goods, and has seven checkouts, and we consider it would benefit from investment and refurbishment over the forthcoming LDF period.
RETAILER DEMAND
3.19 Table 3.3 summarises the number of retailer requirements for Braintree, together with the relative change in its rank order. In April 2005, Braintree had 20 retailer requirements equating to a rank order of 361. This represents an overall decrease in rank order since April 2001 when requirements stood at 23 equating to a rank position 243. This decrease in requirements may be a consequence of increased competition from the Factory Outlet Village, which opened in 1999.
Table 3.3: Braintree ranking of Retailer Requirements
No. of Requirements Ranking (1 st Highest) Date
20 361 April 2005 23 283 April 2004 22 276 April 2003 29 216 April 2002 23 243 April 2001
Source: Focus Property Intelligence, August 2005
3.20 Table 3.4 provides a more detailed picture of the requirements for Braintree Town Centre. In August 2005, the Focus Property Intelligence database identified 23 requirements, including 14 from comparison, 3 from convenience, and 6 from service operators. In total, these operators require between 5,391 sq m gross and 9,613 sq m gross of retail floorspace. The full breakdown is attached in Appendix 2.
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Table 3.4 Braintree Town Centre Requirements
Retail Category No. of Units Min. Floorspace sq m Max. Floorspace sq gross m gross
Comparison 15 3,063 6,437 Convenience 3 1,895 2,210 Service 6 433 966 Miscellaneous 0 - -
TOTAL 23 5,391 9,613
Source: Focus Property Intelligence, August 2005
3.21 The requirements include a range of comparison goods retailers with floorspace requirements of between 3,063 sq m gross and 6,437 sq m gross in Braintree town centre. These include two charity shops, a chemist, a book shop, and a number of larger floorspace users including Allied Carpets. At present, these comparison goods retailers will not fill the men’s and women’s wear clothing gap, and will only serve to enhance the above average provision of existing goods categories.
3.22 The Focus Database identifies three convenience retailer requirements for Braintree, namely Aldi, Farmfoods, and Greggs. They require a combined retail floorspace of between 1,895 sq m gross to 2,210 sq m gross. Foodstore requirements should be treated with caution, as some food operators do not register requirements on publicly accessible databases due to the strong market competition for development sites.
3.23 Focus also identifies five retailer requirements from service operators including three restaurants, one fast-food takeaway and one launderette.
SHOPPING RENTS
3.24 The level of rent which retailers are prepared to pay for retail space within a centre is an indication of the perceived strength of that centre (although other factors such as the availability of floorspace have an impact on rental value). Table 3.5 outlines Prime Zone A retail rents in Braintree and competing centres.
Table 3.5: Comparison of Prime Retail Rents (£ per sq m)
£ p/sq m ‘99 ‘00 ‘01 ‘02 ‘03 ‘04
Witham 323 323 323 323 323 323 Colchester 1,184 1,292 1,292 1,615 1,615 1,615 Chelmsford 1,507 1,722 1,615 1,615 1,615 1,722 Cambridge 2,422 2,422 2,422 2,422 2,583 2,583 Ipswich 1,238 1,238 1,292 1,399 1,399 1,399 Braintree 538 484 484 484 484 538
Source: GVA Grimley Research, August 2005
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3.25 Within the Braintree District and the wider sub-region, with the exception of Witham, Braintree has the lowest Prime Zone A retail rents within the six year period. Prime Zone A retail rents remained static between 2000 and 2003, and then increased in 2004 to the same level as 1999. With the exception of Witham, all other competing centres have experienced overall increases in rental values since 1999. Rental values for Braintree are also significantly lower than other centres and this is evident over prolonged periods. The current Prime Zone A rent in Cambridge is almost five times the value compared to Braintree.
COMMERCIAL YIELDS
3.26 The commercial yield on non domestic property is an indication of the confidence of investors in the long term profitability of the town centre. The yield on property investment represents the return (in the form of rent) on capital to an investor. As property investments do not usually produce a fixed income (i.e. rents are reviewed according to market conditions, and the terms of the property’s lease), the greater the prospect of future rental growth, the lower the initial yield which an investor would be prepared to accept. Conversely, a higher yield reflects the lower expectation of future rental growth prospects. Yields are therefore an indicator of expectations of the general economic prospects for a town centre.
3.27 Table 3.6 compares prime retail yields in Braintree with competing centres in the wider catchment area. Braintree has the highest (worst) yields at 7.75%, which have remained unchanged since April 2003. This does reflect, however, that investor confidence in the centre has remained consistent in recent years. Ipswich has the lowest (or strongest) yield at 4.25%, whilst Colchester, Chelmsford and Cambridge all experience stronger investor confidence with lower yields than Braintree.
Table 3.6: Comparison of Prime Retail Yields (%)
Yield %
April ‘00 April ‘01 April ‘02 April ‘03 Jan ‘04 Jan ‘05
Witham 8 8 8 8 8 7.5
Colchester 6 6 6 6 6 5.5
Chelmsford 6 5.5 5.5 5.5 5.5 5.5
Cambridge 5 5.25 5.25 5.5 5.25 5.25
Ipswich 4.25 4.25 4.5 4 4 4.25
Braintree 7.5 7.5 7.5 7.75 7.75 7.75
Source: GVA Grimley Research, August 2005
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VACANT RETAIL PROPERTY
3.28 The proportion of vacant street level property is one of the relevant indicators that can be used when assessing the vitality and viability of a town centre. It should be used with caution, however, as vacancies can arise even in the strongest town centres, particularly where properties are under alteration. Conversely, the absence of any vacancies can be symptom of under provision of space, and pre vent new retailers and current retailers in the centre from securing new or enhance representation.
3.29 Table 3.7 indicates that at the time of the Experian Goad Survey (January 2005), there were 17 vacant units in Braintree, equating to a vacancy rate of 7.52%. This is below the national average of 10.14%. In terms of retail floorspace, 3.39% of floorspace in Braintree town centre is vacant compared to a national average of 8%.
Table 3.7: Vacancy Rate in Braintree by Unit and Floorspace
Vacant Units % of Total National Vacant % of Total National Units Average (%) Floorspace Floorspace Average (%) (sq m)
17 7.52 10.14 1,301 3.39 8.00
Source: Experian Goad Town Centre Report, January 2005
ACCESSIBILITY
3.30 Braintree benefits from good access to the main road network. The A131/A120 Braintree By Pass and A131 Great Notley By Pass have removed through traffic from the town and provide an opportunity to travel from one part of the town to another, without passing through the town centre. However, traffic volumes are now such that congestion occurs at key junctions on the Braintree By Pass in the peak hours, particularly at the Galleys Corner roundabout. The restricted road network in the town itself means that there is localised congestion at peak hours, particularly in and around the town centre and high levels of traffic in residential and other sensitive areas. There are also problems of non-residential parking in the streets around the town centre.
3.31 The town is served by the Great Eastern Railway, with stations in the town centre and at Freeport, but the limited capacity of the branch line means that the frequency is restricted to 40 minutes in the peak hours, with an hourly service off peak. There are proposals in the Local Plan to increase capacity on the branch line. Braintree is within one hour from London Liverpool Street, and there is access via the railway to a number of more local destinations including Witham, Chelmsford and Stratford.
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3.32 The town has a reasonable level of bus services during the day on Monday to Saturdays, most of which are commercially operated. Sunday and evening services are more limited and are generally run under contract to Essex County Council. Route information and waiting facilities for passengers and interchanges are generally poor.
3.33 Braintree has a number of car parks, as show in Table 3.8. In total, there are approximately 1,302 parking spaces within the town centre in designated surface and multi-storey car parks. The George Yard multi-storey car park is the largest car park in Braintree town centre with 712 spaces. This car park provides quick and easy access to the Somerfield foodstore and the town centre. However, many shoppers chose to park in the Sainsbury’s car park which was full to capacity.
Table 3.8: Braintree car parks, Braintree town centre
Location Number of Spaces
Victoria Street Car Park 40
Manor Street Car Park 80
Blyths Meadow Car Park 250
Tesco Supermarket 160
George Yard Multi-storey Car Park 712
Somerfield Car Park 60
TOTAL 1,302
Source: Experian Goad Town Centre Report, May 2004
3.34 Drawing on the results of the Household Telephone Survey we are able to analyse mode of travel patterns. Table 3.9 illustrates the preferred mode of travel people choose when visiting Braintree town centre. Over half of people who use Braintree town centre travel by car. The next most popular mode of travel is walking (29%).
Table 3.9: Mode of travel to Braintree Town Centre
Mode of Travel Visitors (%)
Car 55.2 Bus 9.8 Taxi 1.1 Walk 29.0 Cycle 2.7 Other 1.6
Source: Household Telephone Survey, September 2005
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ENVIRONMENTAL QUALITY
3.35 Braintree town centre offers a pleasant environment for those visiting the shops and services along the High Street, protected almost entirely by a Conservation Area designation. The centre has an attractive, historic setting with a variety of high quality buildings located throughout the centre, and pedestrianised sections located in George Yard and Tofts Walk.
3.36 George Yard was the busiest location in Braintree town centre during the GVA Grimley site visit, with shoppers drawn by the largest concentration of multiple retailers. The town centre is compact, with George Yard offering a safe and pleasant pedestrianised environment. Paving in George Yard and the Market Place is good quality and appeared to be well maintained. Elsewhere in the town centre, some areas could benefit from further investment in the public realm.
BRAINTREE OUT -OF -C ENTRE RETAIL PROVISION
COMPARISON
3.37 The Freeport Braintree Factory Outlet Village is located to the south east of Braintree Town Centre on the A120. It opened in 1999, has a floorspace of 18,900 sq m gross and is open until 6pm Monday-Saturday, 8pm on Thursdays and 5pm on Sundays. Anchored by Burberry, Next, M&S, Nike factory store, Tommy Hilfiger, and the Versace company store, the factory outlet centre has over 80 shops offering leading brands at up to 50% off High Street prices. The outlet village has a good retail mix of designer retailers and restaurants including Pizza Express and the Tutti Grille Restaurant. Several coffee shops are also represented in the outlet village including Starbucks and Coffee Republic.
3.38 Although there is little greenery, the environmental quality of the site is particularly good, with clean pedestrianised streets, a compact layout, sufficient places to sit, and a water feature. In 2002, the outlet centre expanded to include a 10,000 sq m leisure complex. The leisure centre includes a health & fitness club, family entertainment centre and major restaurant operators.
3.39 The Braintree Retail Park is located in Charter Way, adjacent to the Freeport Braintree Designer Outlet, and is visible from the A120. It opened in November 1990 with a retail floorspace of 14,214 sq m, and has 600 parking spaces. Retailers include Comet, B&Q, Dreams and Halfords. Leisure facilities are located in the complex, namely Cineworld Multiplex Cinema, and Number 10 Bowling Alley. A new swimming pool is under construction.
CONVENIENCE
3.40 Braintree has two major out of centre foodstores: Tesco’s, Notley Green; and Tesco’s, Coggeshall Road. There is one other smaller out of centre foodstore, Co-op, Panfield Lane.
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3.41 The Notley Green Tesco Superstore site is visible from the main road network, conveniently situated adjacent to the A131. It opened in 1996 and has a retail floorspace of approximately 1,667 sq m net. It is open 24 hours, has 14 checkouts and was busy during the GVA Grimley site visit. The site includes a petrol station and large car park. The store has a strong convenience goods provision, including a delicatessen, fish mongers and baker. A selection of non-food items are also sold in the store including homeware, stationery, health and beauty products, and an entertainment section selling DVD’s and mobile phones. At the front of the store, is a café and photo processing centre. The store was in good condition and well maintained.
3.42 The Tesco store along Coggeshall Road is located adjacent to the Marks Farm Roundabout. It opened in 2001 and has a retail floorspace of approximately 2,219 sq m net. This superstore is conveniently located, for both local residents of Braintree and residents from competing centres. The car park appeared busy on the day of the site visit. There were cash points located beside the front entrance, and a café inside the store. The store includes 16 checkouts, a delicatessen counter, tobacconist, and bakery section. Non-food items on sale include magazines, household goods, a music and video section, and health and beauty section.
3.43 The Co-op convenience foodstore is located along Panfield Lane in a peripheral out of centre location, to the north west of Braintree town centre. This is a small local top-up convenience store, situated in a dense urban residential area. There are currently new housing developments along the northern section of Panfield Lane, which suggests that the store will have an increased catchment area. The store is located in close proximity to a leisure centre, running track, playing fields, and local primary school. The store only has two checkouts, selling the bare essentials for local top up shopping, with a tobacconist section. There is also a local centre at Masefield Road which includes a Spa and a Co-op, and there are further Co-op stores in Bocking Church Street and Cressing Road.
LEISURE
3.44 Commercial leisure provision is relatively limited in Braintree town centre. At present, there is a relatively good choice of public houses, scattered throughout the centre on Market Place, High Street, Bank Street and Coggeshall Road. There is, however, a limited representation of restaurant and bar provision, and there are no cinemas, bowling alleys or bingo halls within the town centre. This reflects some weaknesses in the evening economy in Braintree town centre. Local residents would need to travel further afield for a number of leisure activities. The nearest cinema is the Cineworld on Charter Way, and the nearest bowling alley is the Number 10 Bowling Centre at the Braintree Leisure Park. Respondents are travelling further afield to theatres, including London (38.7%), the Mercury Theatre in Colchester (29.6%), as well as Clacton-on-Sea and Chelmsford.
3.45 In terms of pubs/nightclubs, it is evident from the results of the Household telephone Survey that 4.1% of people from within the North Essex Survey Area visit Braintree for this type of social entertainment. This compares to 19.4% visiting Colchester, 7.1% visiting Clacton-on-Sea, and 2.5% visiting Maldon. Within Braintree’s Zone (Zone 12), 50% of people use Braintree town centre for
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pubs/nightclubs. Respondents are almost certainly referring to public houses, given the absence of nightclub provision in the town centre. Other respondents in Zone 12 travel elsewhere to Chelmsford town centre (6.3%) and the Freeport Leisure Park (12.5%).
3.46 Compared to pubs and nightclubs, only 37.2% of respondents from Zone 12 visit Braintree town centre for restaurants. Other respondents in Zone 12 travel further elsewhere to Chelmsford town centre (8.9%), and the Freeport Leisure Park (24.8%). Our analysis highlights that Braintree town centre has a relatively good range of pubs, but has a poor provision of other commercial leisure facilities such as cinemas, bingo halls, ten-pin bowling facilities, restaurants, and nightclubs. The Freeport Leisure Park provides a good range of commercial leisure facilities, but Braintree town centre could benefit from a great range and quality of restaurant and bar provision to support the evening economy and enhance the overall visitor attraction of the town centre.
PROPOSALS /C OMMITMENTS
3.47 There are currently no proposals or commitments for Braintree Town Centre.
SUMMARY
3.48 Our detailed qualitative assessment of Braintree town centre indicates that the town centre is performing reasonably well, with a good performance in a number of health check indicators. The centre has an above average proportion of floorspace in the convenience category, and the town centre benefits from excellent major foodstore provision. There is a below average proportion of vacant units, and a good range of service providers from every category. Braintree town centre has a reasonable range of mid-order multiple retailers, the majority of which are located in George Yard – a clean, modern and pedestrian friendly shopping environment. Rents have increased since 2003, yields have remained consistent in recent years, and the centre benefits from a full range of transport/accessibility options.
3.49 Our analysis has identified some areas of weakness in the health of the town centre. Braintree town centre has a below average number of units occupied by comparison goods retailers, including those from the clothing and luxury goods categories. A number of mainstream national multiple retailers are not represented, and there are no higher order national multiples in the town centre. This is perhaps consistent with the centres lower level in the wider retail hierarchy compared to the nearby sub-regional centres such as Colchester, Chelmsford and Lakeside, although the centre should maintain/enhance this provision in accordance with its role in the Structure Plan as a Principal Town Centre.
3.50 The strength of the service sector could become a reason for concern over the forthcoming LDF period, particularly if it continues to grow at the expense of the comparison goods clothing/footwear categories, and other Use Class A1 retailers. Retailer demand has not grown in recent years, and the centres overall rank has fallen considerably. Those retailers with a requirement are of poor
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quality and will not enhance the clothing/footwear offer. In terms of leisure, the Freeport Leisure Park provides the main commercial entertainment provision, and the restaurant/bar offer in the town centre is weak.
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4. HALSTEAD: QUALITATIVE ASSESSMENT
4.1 Halstead is situated in the central area of the district, lying 7 miles north of Braintree, south of Sudbury, and west of Colchester (Plan 1). Halstead is designated as a Town Centre in the adopted Local Plan, together with Braintree and Witham; and as a Principal Town Centre in the Structure Plan, again, alongside Braintree and Witham. Contrary to these definitions, the Local Plan suggests the centre has a lower order role, stating that it functions as a country market town, with a range of shops and services. The Local Plan states that new development is to be concentrated in Braintree and Witham and to a lesser extent Halstead.
DIVERSITY OF USES
4.2 According to Experian Goad, Halstead has a total of 21,553 sq m gross of ground floor floorspace for retail trade and service uses, comprising 232 units. This compares to 226 in Braintree and 147 in Witham. It should be noted that the floorspace figures derived from Experian Goad only show the footprint of units within the building lines, and do not provide a definitive figure of net or gross floorspace.
4.3 Table 4.1 highlights the composition of Halstead by the number of units, with retail categories as defined by Experian Goad. The centre has a marginally below average representation of units occupied by retailers in the convenience category. In particular, there is below average representation of bakers, greengrocers, fishmongers, tobacconists and off licences.
Table 4.1: Halstead Retail Composition by Number of Units
Retail Trade Group Outlets Number % % GB Variant %
Convenience 12 8.76 9.16 -0.40
Comparison 66 48.18 47.66 0.52
Service 48 35.04 31.67 3.37
Vacant 10 7.30 10.14 -2.84
Miscellaneous 1 0.73 1.36 -0.63
Source: Experian Goad Town Centre Report, March 2004 Note: Miscellaneous: Employment, careers, and Post Offices
4.4 Halstead has a marginally above average representation (0.52%) of units occupied by retailers in the comparison category. Typically for a centre of this size and level in the retail hierarchy, there is a below average representation of retailers in the footwear and clothing categories, but an above average representation of general everyday top up categories, such as hardware and household goods, home entertainment and electrical goods, florists and toys.
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4.5 Halstead has a strong representation of units occupied by service operators - 3.37% above the national average. There is an above average number of units occupied by hairdressers and beauty salons, laundrettes and dry cleaners, building societies and estate agents. There is a below average provision of restaurants, cafes and fast food outlets, and travel agents. Halstead has a below average level of vacant floorspace.
4.6 Table 4.2 sets out the composition of retail floorspace in Halstead by retail category as defined by Experian Goad. It is clear that there are strong variations with the national average. The proportion of floorspace occupied by convenience retailers is 5.5% above the national average, and the proportion of floorspace occupied by service businesses is 8.9% above the national average. In contrast, the proportion of floorspace occupied by comparison retailers is 13.8% below the national average. The weaker provision of comparison goods retailing is typical of smaller centres with a more local everyday shopping role, catering for food shopping and service business requirements.
Table 4.2: Halstead Retail Composition by Retail Floorspace
Retail Trade Group Floorspace % % GB Variant % sq m gross
Convenience 4,830 22.4 16.9 5.5
Comparison 8,450 39.2 53.0 -13.8
Service 6,410 29.7 20.8 8.9
Vacant 1,770 8.2 8.0 0.2
Miscellaneous 90 0.4 1.3 -0.9
TOTAL 21,553 100% 100%
Source: Experian Goad Town Centre Report, March 2004 Note: Miscellaneous: Employment, careers, and Post Offices
RETAILER REPRESENTATION
4.7 A multiple retailer is defined as being part of network of nine or more outlets and the presence of multiple outlets can enhance the appeal of a centre. In March 2004, multiple retailers occupied 31 of the total 137 retail units in Halstead (23%), which is below the national average of 34%. This reflects the centre’s smaller size and lower position in the retail hierarchy.
4.8 Experian Goad highlight 27 key attractors as a benchmark to judge centres against, and it is evident from our analysis that Halstead has just three of these retailers, including Boots, Clarks and Woolworths. Again, this reflects the centre’s position in the retail hierarchy and its role as a country market town. As such, we consider the representation of three key attractors is a particular strength for Halstead and the catchment’s everyday shopping requirements.
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4.9 The adopted Local Plan does not define primary and secondary shopping frontages in Halstead town centre. Like Braintree, the centre has a Primary Shopping Area and a wider town centre boundary. The Primary Shopping Area incorporates the full extent of the High Street and Weavers Court.
4.10 The centre is anchored by a Somerfield and Co-op Solar supermarket. Somerfield is located on the northern side of the High Street, in the central area of the town centre. It has a retail floorspace of circa 929 sq m net. The store has ten checkouts, a delicatessen, and magazine/CTN (confectionery, tobacco and newsagents) section. The store itself is very compact, and has temporary additional isles, which appear stacked to full capacity. The store has recently been refurbished. There is a car park (100 spaces) located to the rear of the store, which charges 20p for two hours and 40p for four hours. It appeared full to capacity on the day of the site visit. The Post Office is located adjacent to the foodstore on the High Street.
4.11 The Co-op store is located in Weavers Court to the south of the town centre. It has a retail floorspace of circa 1,235 sq m net. The store is divided internally, providing space for convenience goods in one ‘area’ and non-food goods in an adjoining ‘area’. There are nine customer check-outs, a magazine/CTN section, a pharmacy and a coffee shop. Non-food goods include washing machines, TVs, fridges, freezers, home appliances, furniture and various electrical goods. The store has an adjacent surface level car park with approximately 180 spaces. On the day of the site visit, the store appeared quiet with a low pedestrian footfall in Weavers Court. Halstead town centre has a small selection of quality top up independent convenience goods units, including Organic Choice delicatessen, Howard Family butchers and Humes baker.
4.12 The key comparison goods retail attractors in the town centre are located on the southern section of High Street. These include Boots, Woolworths, Clarks shoes, Stead & Simpson and Clinton Cards. Other key services in this location include banks, estate agents and travel agents. The entrance to Weavers Court shopping precinct is accessed from High Street between the Co-op homestore department store and Stead & Simpson. It comprises approximately ten units anchored by the Co-op Supermarket discussed above. The other retailers located here are largely independently owned, including a dry cleaners, book shop, charity shop and a natural health food shop.
4.13 The northern section of High Street is occupied by a range of retail and service businesses, including key bank operators such as HSBC, Barclays and Natwest. Other businesses include hairdressers, estate agents, car shops, opticians, building societies and florists; as well as a small selection of clothing and shoe retailers, and electrical and household appliances. Halstead has a reasonably good range of restaurants/bars including Sizzlers Indian, Dicks café bar and restaurant, The New Thai Light, Whispers Wine Bar, Scenarios and Friend Chinese restaurant. There are also a number of public houses which serve food. Supplementary town centre facilities/services include the small scale Premier Fitness Leisure Centre, car repairs and a library.
4.14 There are no commercial leisure facilities such as a cinema in Halstead. The closest facilities are the Cineworld cinema at the Freeport Leisure Park and the Odeon cinemas in Chelmsford and
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Colchester. The Empire Theatre in Butler Road has occasional live performances, but has ceased to show films. In terms of pubs, it is evident from the results of the Household Telephone Survey, that 2.1% of people from within the North Essex Survey Area visit Halstead for this type of social entertainment. Within Zone 11, the zone in which Halstead is located, 37.2% of people take advantage of pubs on offer in Halstead. Only 1.4% of people in the North Essex Survey Area visit restaurants in Halstead, although 28.8% from Zone 11 visit the town centre most often for this type of social activity. Halstead has a reasonably good range of pubs, bars and restaurants, but local residents have to travel further afield for a wider choice of commercial leisure activities.
RETAILER DEMAND
4.15 Table 4.3 summarises the number of retailer requirements for Halstead town centre, together with the relative change in its rank order. In April 2006, the Focus Property Intelligence Database identified four requirements, including three from comparison and one from convenience operators. In total, these operators require between 883 sq m gross and 3,112 sq m gross of retail floorspace. The full breakdown is attached in Appendix 2. There is no historic record of requirements for Halstead.
Table 4.3 Halstead Town Centre Requirements
Retail Category No. of Units Min. Floorspace sq m Max. Floorspace sq m gross gross
Comparison 3 790 2,183
Service 1 92.9 929
TOTAL 4 882.9 3,112
Source: Focus Property Intelligence, April 2006
4.16 The requirements include three comparison goods retailers with floorspace requirements of between 790 sq m gross and 2,183 sqm gross. These include Peacocks department/clothing store, Savers health & beauty store and Superdrug chemist/cosmetics store. These are all national multiple retailers. The fourth requirement is from JD Wetherspoons, who require a unit of between 92.9 sq m and 929 sqm gross. A food retailer/s may have requirements for the centre, although due to the strong market competition for development sites, they rarely publicly register their requirements.
VACANT RETAIL PROPERTY
4.17 The proportion of vacant street level property is one of the relevant indicators that can be used when assessing the vitality and viability of a town centre. It should be used with caution, however, as vacancies can arise even in the strongest town centres, particularly where properties are under alteration. Conversely, the absence of any vacancies can be a symptom of under provision of space, and prevent new retailers and current retailers in the centre from securing new or enhanced representation.
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4.18 Table 4.4 indicates that at the time of the Experian Goad survey (March 2004), there were 10 vacant units in Halstead, equating to a vacancy rate only 7.30%. This is below the national average of 10.14%. In terms of total retail floorspace, 8.19% of floorspace in Halstead town centre is vacant, which is marginally above the national average. This would suggest no serious concern for the health of the town centre, and at present the number of vacant units is in line with expectations for a town centre. This should be monitored over the forthcoming LDF period.
Table 4.4: Vacancy Rate in Halstead by Unit and Floorspace
Vacant Units % of Total National Vacant % of Total National Units Average (%) Floorspace Floorspace Average (%) (sq m)
10 7.30 10.14 1,770 8.19 8.00
Source: Experian Goad Town Centre Report, March 2004
ACCESSIBILITY
4.19 Halstead has good accessibility links on the main road network. The A131 Braintree to Sudbury, and the A1124 Colchester to Hedingham routes pass through the town. The closest motorway link is Junction 8 on the M11, accessed via the A120 through Braintree, 39km from Halstead town centre. Bus services are generally restricted to those provided by inter-urban services that terminate in or pass through the town, supplemented by local services to nearby villages. The nearest railway station is in Braintree. Halstead has considerably fewer car parking spaces than Braintree. On-street parking is free for one hour, although very limited. One of the key elements of the Local Plan strategy is to provide additional off-street car parking in Halstead town centre.
Table 4.5: Halstead Car Parks, Halstead Town Centre
Location Number of Spaces
High Street 30
Bridge Street/Trinity Street 40
Butler Road 50
Chapel Street Car Park 100
Co-op Supermarket 180
TOTAL 400
Source: Experian Goad Town Centre Report, March 2004
4.20 There are localised traffic problems as a result of traffic passing through the town, and a shortage of off-street car parking in the town centre. The Essex Replacement Structure Plan includes the A131 Halstead By-Pass within the County Council’s longer-term programme, although it is acknowledged that schemes in this programme will not be constructed within the period covered by the Structure
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Plan up to 2011. A route for the by-pass has been identified, but no further work is being carried out at present. The scheme does not fall within the five-year funding period of the Essex Local Transport Plan.
4.21 According to the Local Plan, there is only limited scope for promoting sustainable transport measures, and the strategy for the town will therefore be based on improving conditions for pedestrians and cyclists, and schemes to improve road safety and provide localised traffic relief. The following are the key proposals for which funding is sought:
Measures to encourage cycling and walking;
Improved parking in the town centre;
A study of the traffic problems in the south east of the town;
Improved bus information and bus stops.
ENVIRONMENTAL QUALITY
4.22 Halstead provides an attractive market town environment, set on a traditional linear High Street running uphill from south to north. Many of the units have historic architectural interest, and shop fascias are generally kept to a high standard. The River Colne provides an attractive setting in the south of the centre.
4.23 The High Street provides a busy traffic through-route and the availability of crossing points is limited. In particular, there are no pedestrian crossings to the north of the High Street, which causes considerable conflict with vehicles and hampers the flow of pedestrians throughout the centre. Investment in the introduction of additional crossings would improve the pedestrian footfall, benefiting retailers on both sides of the High Street.
4.24 Weavers Court provides a more modern, although less attractive, shopping precinct. Together with the Co-op foodstore and adjoining car park, this area comprises a large site and would be appropriate for redevelopment if the need/opportunity arose. The Centre is a street located off High Street towards the north of the centre. At present it is the focus of an unattractive row of retail units, but does adjoin a large development site (RLP 121), which is discussed further in Section 7.
HALSTEAD OUT -OF -C ENTRE RETAIL PROVISION
CONVENIENCE
4.25 A Co-op foodstore, located in Abels Road is the only out of centre foodstore in Halstead. The store opened in 1971 and has a retail floorspace of approximately 113 sq m net. It is situated to the south of the town centre, just off the A131 and performs the role of a local top up store. It has a post office
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and tobacconist, and sells a reasonable range of convenience goods products. However, the store appears dated and is in need of some refurbishment, and it is not visible from the main road.
SUMMARY
4.26 Our detailed qualitative assessment of Halstead indicates that the town centre is healthy and performing well in a number of health check indicators. The centre is smaller in scale than Braintree and does perform a lower order ‘everyday’ shopping role for local residents, focused less on clothing/footwear and luxury items found in the higher order centres and more on everyday household requirements. Following our analysis, it’s description as a Market Town in the adopted Local Plan appears appropriate.
4.27 The proportion of units in the convenience and comparison goods categories is in line with the national average, and the proportion of units occupied by service businesses is above the national average – offering a good range of everyday financial and other services. Vacancy rates are below the national average and there are no specific problem areas. The low number of multiple retailers reflects the centres position in the retail hierarchy, but the representation of a small selection of key attractors is a particular strength for Halstead. Halstead has two major foodstores, Somerfield and Co-op, a reasonable selection of bars and restaurants, and the four retailer requirements for space in the centre are all from good performing multiples. The environment is generally good throughout the centre, offering an attractive historic environment and a number of historic buildings.
4.28 Our analysis has identified very few areas of weakness in the health of the town centre. Notably, the Co-op appeared quiet on the day of the site visit and footfall in Weavers Court was low. The Centre, a street adjoining the High Street, is occupied by poor quality retail units, although does adjoin a development opportunity area with potential over the forthcoming LDF period. The High Street has a heavy traffic flow, and there are few pedestrian crossing points restricting the flow of pedestrians throughout the centre. The strong proportion of service business could be a cause for concern if this sector continues to grow at the expense of comparison and convenience retailers which, at present, maintain the vitality and viability of the centre.
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5. WITHAM: QUALITATIVE ASSESSMENT
5.1 Witham is situated in the southern part of the District, lying south of Braintree, west of Maldon and north of Chelmsford. Witham is designated as a Town Centre in the adopted Local Plan, together with Braintree and Halstead; and as Principal Town Centre in the Structure Plan, again, alongside Braintree and Halstead. The Local Plan states that Witham Town Centre provides primarily food and other convenience retailing for the local population; and that new development is to be concentrated in Braintree and Witham and to a lesser exten t Halstead.
DIVERSITY OF USES
5.2 According to Experian Goad, Witham has a total of 24,525 sq m gross of ground floor floorspace for retail trade and service uses, comprising 147 units. This compares to 226 units in Braintree and 232 units in Halstead. It should be noted that the floorspace figures derived from Experian Goad only show the footprint of units within the building lines, and do not provide a definitive figure of net or gross floorspace.
5.3 Table 5.1 highlights the composition of Witham by the number of units, with retail trade categories as defined by Experian Goad. The centre has an above average representation of units occupied by retailers in the convenience categories, which is 0.36% above the national average. In particular, the centre has a strong proportion of units occupied by butchers and off-licences.
5.4 The number of retail units occupied by retailers in the comparison category is 3.44% below the national average. In particular, the centre has a weak provision of clothing and footwear, electronic and home entertainment, sports goods and toys, jewellers, gifts, and furniture and textiles. Like Halstead, the weaker provision of comparison goods retailing is typical of smaller centres with a more local everyday shopping role, catering for food shopping and service business requirements.
Table 5.1: Witham Retail Composition by Number of Units
Retail Trade Group Outlets % % GB Variant % Number
Convenience 14 9.52 9.16 0.36
Comparison 65 44.22 47.66 -3.44
Service 56 38.10 31.67 6.43
Vacant 8 5.44 10.14 -4.7
Miscellaneous 4 2.72 1.36 1.36
Source: Experian Goad Town Centre Report, November 2004
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5.5 The proportion of units occupied by service operators is 6.43% above the national average. Smaller town centres, catering for everyday top up service and shopping requirements, often have a stronger proportion of service businesses. In particular, there is an above average provision of almost every service category travel agents, estate agents, launderettes, dry cleaners, hairdressers, restaurants and banks. The proportion of building societies is marginally below the national average.
5.6 Table 5.2 sets out the composition of retail floorspace in Witham by retail category as defined by Experian Goad. It is clear that the centre has an above average proportion of retail floorspace in the convenience category, which is likely to be accounted for by the large town centre Tesco foodstore. There is also an above proportion of floorspace in the service and miscellaneous category, but a below average proportion in the comparison and vacant category.
Table 5.2: Witham Retail Composition by Retail Floorspace
Retail Trade Group Floorspace % % GB Variant % sq m gross
Convenience 5,570 22.7 16.9 5.8
Comparison 11,430 46.6 53.0 -6.4
Service 6,130 25.0 20.8 4.2
Vacant 840 3.4 8.0 -4.6
Miscellaneous 560 2.3 1.3 1.0
TOTAL 24,525 100% 100%
Source: Experian Goad Town Centre Report, November 2004 Note: Miscellaneous: Employment, careers, and Post Offices
RETAILER REPRESENTATION
5.7 A multiple retailer is defined as being part of a network of nine or more outlets and the presence of multiple outlets can enhance the appeal of a centre. In November 2004, multiple retailers occupied 58 of the total 147 retail units in Witham (39%), which is above the national average of 34%. Despite being considerably smaller than both Braintree and Halstead in terms of unit number, Witham benefits from two shopping precincts/centres which are both occupied by a reasonable range of national multiple retailer.
5.8 Experian Goad highlight 27 key attractors as a benchmark to judge centres against, and it is evident from our analysis that Witham has eight of these retailers, including Dorothy Perkins, Boots, Burton, Superdrug, Tesco, Woolworths, New Look and Clarks. This analysis reflects a good range of national multiple retailers for a centre of its size and position in the retail hierarchy.
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5.9 The adopted Local Plan does not define primary and secondary shopping frontages in Witham town centre. Like Braintree and Halstead, the centre has a Primary Shopping Area and a wider town centre boundary. The Primary Shopping Area incorporates the full extent of retailing on Newland Street, the Newlands Shopping Precinct and The Grove Centre including the large adjoining car park.
5.10 The core comparison goods retail element is located in the Newlands Shopping Precinct and The Grove Centre. The Newlands Shopping Precinct opened in January 1983 and has a total retail floorspace of circa 4,645 sq m gross, and has a car park located to the rear on the opposite side of Newlands Drive. A number of key attractors are located in the shopping centre including Peacocks, Boots, New Look and Dorothy Perkins. The precinct is relatively dated and run down, and would benefit the town centre as a whole if it were refurbished or even redeveloped.
5.11 The Grove Centre is located opposite the Newlands Shopping Precinct, on the other side of Newland Street. It has a total retail floorspace of 8,839 sq m gross, and opened in October 1988. This steel- framed construction was built around a listed building known as the Maltings, and as such provides a relatively modern shopping environment in keeping with the historic nature of the town centre. Key comparison goods retailers in the shopping centre including Woolworths, Superdrug and Burtons, as well as Clinton Cards, Travis Perkins, Adams childrenswear and Specsavers.
5.12 The Grove shopping centre is anchored by Tesco. It and has a retail floorspace of approximately 1,852 sq m net and is open from 8am to 8pm daily. There are 19 checkouts, two cashpoints, a large trolley bay, and a large car park to the rear of the store with approximately 369 spaces. Non-food items include a selection of household goods, occupying one isle in the store. The store appears to be in good condition and well maintained. During the site visit, the store was particularly busy.
5.13 The remaining retail offer in the town centre is located on Newland Street, where a range of lower order comparison retailers are located together with a strong representation of service businesses. Comparison retailers include household and furniture retailers, ironmongers, chemists, charity shops, and the two-storey Co-op Homemaker Department Store. The majority of major bank operators are present including Natwest, Lloyds TSB, the Halifax, HSBC and Barclays, and there are a number of take-aways, estate agents, hairdressers, and an employment agency. The Post Office is also located on Newland Street.
5.14 There are no commercial leisure facilities such as a cinema in Witham town centre. The closest facilities are the Cineworld cinema at the Freeport Leisure Park and the Odeon cinema in Chelmsford. In terms of pubs, it is evident from the results of the Household Telephone Survey, that 3.5% of people from within the North Essex Survey Area visit Witham for this type of social entertainment. Within Zone 14, the Zone in which Witham is located, 51.7% of people take advantage of pubs on offer Witham. Other residents in Zone 14, visit Chelmsford town centre most often for pubs (21.7%), Braintree town centre (3.3%) and Colchester town centre (3.3%).
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5.15 Only 1.2% of people in the North Essex Survey Area visit restaurants in Witham, although 15.7% from Zone 14 visit the town centre most often for this type of social activity. These figures reflect the weaker provision of restaurants in Witham compared to the selection of pubs. Other residents in Zone 14 visit Chelmsford town centre most often for restaurants (28.2%), the Braintree Freeport Leisure Park (10.1%) and Braintree town centre (9%). Witham has a reasonably good range of public houses, but a weaker provision of bars and restaurants.
RETAILER DEMAND
5.16 Table 5.3 summarises the number of retailer requirements for Witham town centre, together with the relative change in it rank order. The number of registered requirements from retailers has risen from four in April 2001 to seven in April 2005. However, at the same time the rank position has decreased from 659 to 690, representing a decrease in rank position of 31 places. This suggests that although a greater number of retailers are looking to occupy units in Witham in real terms, the centre is falling behind competing centres in relative terms. Overall, the level of demand for space in Witham is low.
Table 5.3: Witham ranking of Retailer Requirements
No. of Requirements Ranking (1 st Highest) Date
7 690 April 2005
5 755 April 2004
4 770 April 2003
6 586 April 2002
4 659 April 2001
Source: Focus Property Intelligence, August 2005
5.17 Table 5.4 provides a more detailed picture of the requirements for Witham town centre. In April 2006, the Focus Property Intelligence Database identifies thirteen requirements, including eight from comparison, one from convenience, and four from service businesses. In total, these operators require between 6,586 sq m and 8,619 sq m gross of retail floorspace. The full breakdown is attached in Appendix 2.
Table 5.4: Witham Town Centre Requirements
Retail Category No. of Units Min. Floorspace sq m Max. Floorspace sq m gross gross
Comparison 8 3,122 5,034
Convenience 1 1,356 1,356
Service 4 2,108 2,229
TOTAL 13 6,586 8,619
Source: Focus Property Intelligence, August 2005
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5.18 There is a good selection of national multiple comparison retailers with a requirement for the centre, including the Bathstore.com, Desire by Debenhams, Edinburgh Woollen Mill, Halfords, and Robert Dyas. In total, comparison goods retailers require a floorspace of between 3,122 sq m gross and 5,034 sq m gross. The representation of additional national multiple retailers, within the primary shopping area, will enhance the attraction of the centre.
5.19 The Focus Database identifies Aldi as the only convenience goods retailer requirement for Witham town centre. Foodstore requirements should, however, be treated with caution as some food operators do not register requirements on publicly accessible databases due to the strong market competition for development sites. Service retailer requirements include a Harvester restaurant, McDonalds, a Toby Carvery restaurant and a public house.
SHOPPING RENTS
5.20 The level of rent which retailers are prepared to pay for retail space within a centre is an indication of the perceived strength of that centre (although other factors such as the availability of floorspace has an impact on rental value). Table 5.5 outlines prime Zone A retail rents in Witham and surrounding centres.
Table 5.5: Comparison of Prime Retail Rents (£ per sq m)
Rents £ p/sq
‘99 ‘00 ‘01 ‘02 ‘03 ‘04
Braintree 538 484 484 484 484 538
Colchester 1,184 1,292 1,292 1,615 1,615 1,615
Chelmsford 1,507 1,722 1,615 1,615 1,615 1,722
Cambridge 2,422 2,422 2,422 2,422 2,583 2,583
Ipswich 1,238 1,238 1,292 1,399 1,399 1,399
Witham 323 323 323 323 323 323
Source: GVA Grimley Research, 2005
5.21 It is evident that Prime Zone A Retail Rents have not grown since 1999, remaining static over the six year period at £323 per sq m. At present, rents are considerably lower in Witham compared with other nearby centres, although this is to be expected considering the relative size of Witham town centre when compared with Colchester, Cambridge, Ipswich or Chelmsford. This reflects their higher order shopping roles, superior range and choice of retailer, and consequent stronger catchment areas, enabling them to achieve higher rental values
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COMMERCIAL YIELDS
5.22 The commercial yield on non-domestic property is an indication of the confidence of investors in the long term profitability of the town centre. The yield on property investment represents the return (in the form of rent) on capital to an investor. As property investments do not usually produce a fixed income (i.e. rents are reviewed according to market conditions, and the terms of the property’s lease), the greater the prospect of future rental growth, the lower the initial yield which an investor would be prepared to accept. Conversely, a higher yield reflects a lower expectation of future rental growth prospects. Yields are therefore an indicator of expectations of the general economic prospects for a town centre.
5.23 Table 5.6 compares prime retail yields in Witham with competing centres in the wider catchment area. Yields in Witham were static between April 2000 to January 2004 at 8%. This is high when compared with larger competing centres. However, yields have since fallen (or improved) to 7.5% in January 2005, which is a sign of enhanced investor confidence in the town centre. Overall, the static nature of yields in Witham since 2000 reflects the economic/investment stability in the centre.
Table 5.6: Comparison of Prime Retail Yields (%)
Yield %
April ‘00 April ‘01 April ‘02 April ‘03 Jan ‘04 Jan ‘05
Braintree 7.5 7.5 7.5 7.75 7.75 7.75
Colchester 6 6 6 6 6 5.5
Chelmsford 6 5.5 5.5 5.5 5.5 5.5
Cambridge 5 5.25 5.25 5.5 5.25 5.25
Ipswich 4.25 4.25 4.5 4 4 4.25
Witham 8 8 8 8 8 7.5
Source: GVA Grimley Research, 2005
VACANT RETAIL PROPERTY
5.24 The proportion of vacant street level property is one of the relevant indicators which can be used when assessing the vitality and viability of a town centre. It should be used with caution, however, as vacancies can arise even in the strongest town centres. Conversely, the absence of any vacancies can be a symptom of under provision of space, and prevent new retailers and current retailers in the centre from securing new or enhanced representation.
5.25 Table 5.7 indicates that at the time of the Experian Goad Survey (November 2004), there were eight vacant units in Witham, equating to vacancy rate of only 5.44%, lower than both Braintree (7.52%) and Halstead (7.30%). This figure is also well below the national average of 10.14%. In terms of
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retail floorspace, 3.41% of floorspace in Witham town centre is vacant, compared to a national average of 8%. This particular vitality indicator reflects that Witham is not currently experiencing problems in terms of high vacancy rates, and our qualitative assessment and site visit concluded that there are no clusters or particular problem areas.
Table 5.7: Vacancy Rate in Witham by Unit and Floorspace
Vacant % of Total National % of Total National Vacant Units Floorspace Units Average (%) Floorspace Average (%) (sq m)
8 5.44 10.14 840 3.41 8.00
Source: Experian Goad Town Centre Report, November 2004
ACCESSIBILITY
5.26 The B1018 provides connections to Braintree and Maldon. Because there are no direct links between these B roads and the A12, Braintree and Maldon bound traffic, including heavy goods vehicles, have to pass through the town. There is localised traffic congestion, particularly at peak times around the town centre and the station. The A12 provides links direct to the M25, the closest motorway junction being 28 circa 40km away.
5.27 Witham train station is located outside of the primary shopping frontage boundary. It is situated on the main London to Colchester railway line, which provides links to Colchester, Ipswich, Norwich, Romford, Ilford, Stratford and London Liverpool Street. The network also provides access to a number of more local destinations including Shenfield, Marks Tey, Thorpe-le-Soken, Walton and Manningtree. As a result of the Rail Passenger Partnership Bid, the Strategy Rail Authority has made funds available to improve Witham Station. New lifts have been installed and improvements to the station forecourt have recently been completed. According to the adopted Local Plan, it is proposed to extend the station footbridge to the car park on the south side of the station, which will improve access to the station for pedestrians and cyclists, as well as car users.
5.28 Increased rail use has led to increased demand for car parking around Witham Station, including on- street parking in residential streets. Despite having fewer retail units than Halstead, Witham has approximately 260 more parking spaces. According to Experian Goad, there are approximately 660 parking spaces within the town centre in surface level car parks, as shown in Table 5.8. A limited number of on-street car parking is free for one hour.
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Table 5.8: Witham car parks, Witham town centre
Location Number of Spaces
Lockram Lane Car Park 41
Bridge Street/Mill Lane 50
Tesco Car Park 369
Newlands Drive 200
TOTAL 660
Source: Experian Goad Town Centre Report, November 2004
5.29 The main town centre car park is located to the rear of The Grove Centre and Tesco Supermarket with 369 parking spaces. There are also three other car parks located in Witham town centre; two of which are located at the rear of Newland Shopping Precinct, whilst the Bridge Street/Mill Lane car park is located to the south of Newland Street and the Primary Shopping Area.
5.30 The Local Plan identifies the following measures to form the basis of the transport package for the town:
The development of quality bus partnerships for the town bus services to include better waiting facilities, better information about services, and regular and frequent bus services;
The introduction of bus priority measures;
The continued implementation of the footpath and cycleway network in the town, particularly to link residential areas with key destinations such as the railway station, employment areas and the town centre, including a new footpath/cycleway bridge across the railway at Motts Lane;
Improved cycle parking;
Improvements to Witham Railway Station, including improved interchange with buses, and extension of the footbridge to the station car park;
A study to examine access to Witham Station by all modes of transport and the need for additional car parking;
Improvements to the Colchester Road/Eastways Junction;
Measures to reduce the number of HGV’s travelling through the town centre.
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ENVIRONMENTAL QUALITY
5.31 The environmental quality of the town centre is generally high, with a number of historic buildings. Witham town centre was busy during the GVA Grimley site visit, with heavy traffic flows conflicting with pedestrian movements throughout the centre. A number of pedestrian crossing points on Newland Street assists linkages throughout the centre, particularly between the Newland Shopping Precinct and The Grove Centre. Newland Shopping Precinct is outdated with a run down appearance, detracting from the overall shopping environment in the town centre. The Grove Centre provides a more modern and better quality shopping environment, centred on the historic Maltings.
WITHAM OUT -OF -C ENTRE RETAIL PROVISION
5.32 We have undertaken a qualitative review of out-of-centre retail provision to recognise the distribution of retail floorspace currently competing with town centre provision and to inform our assessment of the need for new retail floorspace in the District.
CONVENIENCE
5.33 Witham has one major out of centre foodstore. Morrisons is located on Braintree Road to the north of the town centre. It opened in 1995 and has a retail floorspace of circa 2,322 sq m net. The store has 16 customer check outs, a dry cleaners, photo processing centre and a café/restaurant. Food provision includes a butcher, fish mongers, and hot food counter. Additional facilities include a petrol filling station and car wash. The store appeared to be in a good condition during the site visit and was well used, having recently changed from Safeway to Morrisons. There is also a smaller Netto foodstore on Spa Road which serves a more local shopping catchment.
PROPOSALS /C OMMITMENTS
5.34 There is outline planning permission for 1,115 sq m of convenience floorspace within the new neighbourhood at Maltings Lane.
SUMMARY
5.35 Our detailed qualitative assessment of Witham indicates that the town centre is healthy and performing well in a number of health check indicators. The centre has a strong convenience goods role, with an above average number of foodstore retailers anchored by a large Tesco store. There is a strong range of all categories of service businesses, enhancing the centre’s role as an everyday, top up shopping destination. Although more limited than Braintree, there is a relatively good selection of national multiples for a centre of this size and position in the retail hierarchy, considerably strengthening the attraction of the centre.
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5.36 Retail demand in Witham is low, but has seen a slight increase in recent years. Those retailers with a requirement registered are also strong key attractors and would enhance the retail provision in the town centre. Retail yields have fallen since 2004 and vacancy rates are well below the national average. The centre benefits from good accessibility by a choice of mode of transport which is identified for ongoing investment over the Plan period, and the environmental quality of the centre is high with a complementary mix of modern and historic buildings.
5.37 Our analysis has identified some areas of weakness in the health of the town centre. Notably, the proportion of comparison retailers is below the national average, although this is often usual for a smaller centre at this position in the retail hierarchy. Witham does have a strong service sector, although the continued growth of this sector could be a cause for concern over the LDF period if it occurs at the expense of the comparison and convenience sectors. The Newlands Shopping Precinct has a poor environment detracting from the overall shopping experience, and the evening economy is weak in terms of restaurant and bar provision. Retailer demand has increased, but the centre has experienced an overall decrease in national rank position. Rents have remained static over a long time period, and the centre suffers from localised traffic congestion.
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6. CAPACITY PROJECTIONS
6.1 In this section we estimate the current performance of the town centres and out of centre retail provision in the District, as the basis for forecasting the need for further retail floorspace to the period 2021, incorporating interim years of 2011 and 2016. The capacity tables accompanying this assessment are attached in the Stage 1 Report.
6.2 We have used a conventional and widely accepted step by step methodology which draws upon the results of the Household Telephone Survey of existing shopping patterns to model the existing flows of available expenditure to each retail destination. To develop the baseline position, we have: -
Calculated the total amount of convenience and comparison goods expenditure which is available within the postcode sectors comprising the North Essex survey area;
Allocated the available expenditure to the convenience and comparison goods shopping destinations on the basis of the Household Telephone Survey of shopping patterns, so as to provide estimates on current sales and forecasts of future sales;
Compared the total expenditure attracted to each shopping destination with current retail floorspace to assess sales densities in each shopping destination.
6.3 Building on the baseline position, we have explored the capacity for further convenience and comparison retail floorspace within two scenarios. First, we forecast capacity at a global level for the whole of the District; second, we forecast capacity within each of the three town centres: Braintree, Halstead and Witham.
DATA INPUTS
i) Survey Area and Household Survey
6.4 In order to provide detailed factual information on the shopping patterns in the District, we commissioned a new Household Interview Survey covering 2,000 households. GVA Grimley designed the survey questionnaire in consultation with the North Essex Authorities, and NEMs – who undertook interviewing and data processing. The survey area is illustrated on Plan 2.
6.5 The survey results identify shopping habits of households for both convenience and comparison goods. Where necessary, the survey results have been re-based to remove inappropriate responses, such as ‘internet/mail order shopping’. For convenience goods, the Household Telephone Survey included questions on main food and top-up food shopping. The results of the two types of food expenditure were then merged through the application of a weight, which reflects the estimated proportion of expenditure accounted for by each type. For food we use a 75%/25% top-up
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food weighting. This forms a composite pattern of convenience spending, expressed as a market share for each destination centre or foodstore, for each survey zone.
6.6 The survey also includes six questions on specific comparison goods types which coincide with Experian Business Solutions Definitions of Comparison Goods Expenditure. The retail and needs modelling exercise uses the weighted averages of the Household Survey responses for each goods type based on the proportion of per capita expenditure on that goods type. This process will establish the pattern of spending for residents of each zone in terms of the following types of goods:
Clothing and footwear;
Furniture, floor coverings and household textiles;
DIY and decorating goods;
Domestic electrical appliances;
TV, hi-fi and radio, and photographic equipment;
Personal/luxury goods.
ii) Estimates of Population in the Survey Area
6.7 We have undertaken two population scenarios following discussions with Braintree District Council. The first was used to underpin the whole North Essex Study, and used data provided from our in- house Experian system. This provides estimates of population in 2006, 2011, 2016 and 2021 for each of the survey zones. Experian data is based on trend line projections and the 2001 census for small, localised areas. Overall, the population of the survey area is currently 650,204. It is forecast to grow to 672,667 by 2011, 695,625 by 2016, and again to 719,514 by 719,514. These figures represent a growth of circa 3% over each 5 year time period, and an overall growth of 11% between 2006 and 2021 (Table 1, Appendix 3). Some zones are increasing in population more than others and Zones 6 and 17 are decreasing in population.
6.8 The second scenario uses housing projections provided by Braintree District Council based on the housing provision for the District in the Draft East of England Plan. Housing projections and population growth were provided by Braintree District Council and replaced trend line projections used in the first scenario. We have based our findings, outlined throughout the remainder of this section, on this second scenario, but state capacity within both scenarios . Trend line projections from Experian indicate stronger population growth, but revised RSS figures indicate a reduction in house building rates in Braintree District. The recent high levels of housing growth in Braintree District are unlikely to be sustained in the period to 2021 and therefore forecasts based on recent trends are likely to overestimate growth rates for the LDF period.
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iii) Available Expenditure in the Survey Area
6.9 The Experian E-marketer system provides estimates of per capita expenditure for convenience and comparison goods in 2003 prices. We have made deductions for special forms of trading which represent expenditure not available to spend in the shops, i.e. internet and catalogue shopping. We have currently applied uniform per capita expenditure figures across the survey area, enabling a comparison on the same basis across the whole area.
6.10 In terms of expenditure growth in the District, we have drawn on comparison and convenience goods growth rates provided by Experian Business Solutions. These indicate that more growth will take place on comparison goods as opposed to convenience goods; the scope to purchase more food is more limited than the scope to purchase non-food goods. Experian Business Solutions estimate a convenience growth rate of 0.7% per annum and comparison goods growth rate of 4.3% per annum.
6.11 In terms of convenience goods, the current per capita expenditure is £1,625 per annum. This is forecast to grow to £1,682 per annum by 2011, £1,742 per annum by 2016 and again to £1,804 per annum by 2021. Table 2, Appendix 3 applies per capita expenditure to population forecasts, which indicates that total available convenience goods expenditure within the North Essex survey area is currently £1,035m. This is forecast to grow to £1,109m by £2011, £1,188m by 2016 and again to £1,274m by 2021. This equates to an overall growth of £239m (23%) between 2006 and 2021 (Table 2, Appendix 3).
6.12 In terms of comparison goods, the current per capita expenditure is £2,666 per annum. This is forecast to grow to £3,291 per annum by 2011, £4,062 per annum by 2016 and again to £5,013 per annum by 2021. Total available comparison goods expenditure within the North Essex survey area is currently £1,698m, and is forecast to grow £2,170m by 2011, £2,722m by 2016, and again to £3,541m by 2021. This equates to an overall growth of £1,843m (109%) between 2006 and 2021 (Table 2, Appendix 3).
iv) Available Expenditure in the Survey Area
6.13 The comparison and convenience goods floorspace data used in our modelling has been drawn from the Institute of Grocery Distribution (IGD), Braintree District Council, the Trevor Wood Retail Warehouse database, and Experian Goad. Our floorspace assumptions for the foodstores include, where appropriate, adjustments to identify the proportion of purely convenience goods floorspace. Most superstores include a proportion of non food floorspace; we have adjusted the net floorspace to identify the proportion of sales space allocated for convenience goods. This accords with the expenditure data and the expenditure assumptions used.
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CONVENIENCE GOODS CAPACITY PROJECTIONS
6.14 Addressing each town centre and out of centre destination in turn, we review shopping patterns and the performance of existing convenience goods floorspace. We then highlight forecast capacity within two scenarios, i.e. 1: Global; and 2: For each individual town centre. Modelling tables are set out in Appendix 3.
i) Braintree Town Centre: Performance
6.15 We have estimated the trade draw of Braintree Town Centre for convenience goods (Table 23, Appendix 3). This includes an examination of the trade drawn into J Sainsbury’s on Tofts Walk; Tesco on Market Street; Somerfield on Rayne Road; the combined draw of other smaller and independent convenience stores, and a total town centre convenience goods trade draw. The trade draw of the convenience stores in Braintree Town Centre is made up of main food and top up food shopping. ‘Other’ town centre foodstores include all other units in the town centre selling convenience goods, including bakers, butchers and greengrocers.
6.16 It is evident from our analysis that the town centre convenience goods trade draw is relatively self- contained across the survey area. Braintree is located in Zone 12 of the survey area, and as we would expect the highest convenience goods trade draw is in Zone 12 (55%). Braintree is also close to the boundary of Zone 10, 11, 13 and 14, and has some influence in each of these zones (3%, 18%, 4% and 3% market share respectively). Convenience goods floorspace in Braintree Town Centre draws no trade from further afield (Table 23, Appendix 3).
6.17 It is evident that the J Sainsbury’s on Tofts Walk has a market share of 15% in Zone 12 and is also influential in Zone 10 (1%), Zone 11 (5%), Zone 13 (2%) and Zone 14 (1%). In total, we estimate that the store has a total convenience goods turnover of approximately £16.9 million (Table 24, Appendix 3). This equates to a sales density of circa £7,548 per sq m net. Compared to an average sales density for J Sainsbury’s of £10,041 per sq m net, this analysis indicates that the store is trading at below expected average levels.
6.18 The Tesco foodstore on Market Street is the largest foodstore in Braintree Town Centre and in the wider district. It has a market share of 37% in Zone 12, and is also influential in Zone 10 (2%), Zone 11 (12%), Zone 13 (2%), Zone 14 (2%) and Zone 15 (1%). The Tesco foodstore is evidently a strong pull for people living within the Braintree Catchment area. In total, we estimate that the store has a total convenience goods turnover of approximately £40.2m (Table 24, Appendix 3). This equates to a sales density of circa £10,337 per sq m net. Compared to an average sales density for Tesco of £11,932 per sq m net, this analysis indicates that the store is trading marginally below average levels. This is likely to be a consequence of strong foodstore competition throughout the town centre and wider district.
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6.19 The town centre Somerfield on Rayne Road is considerably smaller than both the Tesco and J Sainsbury Foodstores, reflected in the store’s lower market share in the survey area. The store has a 2% market share in Zone 12 and 0% market share throughout the remainder of the survey area. In total, we estimate that the store has a convenience goods turnover of approximately £2.9m (Table 24, Appendix 3). This equates to a sales density of circa £2,289 per sq m net. Compared to an average sales density for Somerfield of £4,728 per sq m net, this analysis indicates that the store is trading below expected company average levels.
6.20 Trade draw to other smaller and independent convenience goods retailers in Braintree Town Centre is weaker than the major foodstore operators, although this is to be expected given major foodstore competition. These retailers have a market share of 1% in Zone 12 and 0% throughout the rest of the survey area. We forecast that collectively they achieve a turnover of approximately £1.1m, equating to an average turnover of only £249 per sq m net (Table 24, Appendix 3). Based on experience elsewhere, we consider this is a particularly low trading level for foodstores catering principally for ‘top-up’ convenience goods shops, and is likely to have been underestimated in the survey results due to the dominance of the major foodstore operators, including J Sainsbury, Tesco and Somerfield. In reality, their turnover is likely to be higher when passing trade, visitor trade and employment trade is taken into consideration.
6.21 We estimate that the total convenience goods turnover in the Braintree Town Centre is currently £60.9m. Based upon a total net sales floorspace of approximately 11,757 sq m, Braintree currently has an average convenience goods sales density of £5,183 per sq m net. This is lower than our estimate of company average sales densities for the principal and local foodstores in the town centre (£8,034 per sq m net).
ii) Braintree Out of Centre: Performance
6.22 Our analysis of the household telephone survey has identified the trade draw and catchment area of the main out of centre foodstores in Braintree: Tesco’s at Notley Green; and Tesco’s on Coggeshall Road. It is evident from our analysis that these stores have a lesser degree of influence in the survey area when compared to the town centre Tesco and J Sainsbury Foodstores discussed above.
6.23 The Tesco Store at Notley Green, the smaller of the two out of centre foodstores, has a market share of 19% in Zone 12, and also draws trade from Zone 10 (2%), Zone 11 (3%) and Zone 13 (5%). We estimate that the store currently has a turnover of approximately £22.3m which equates to 54% of the combined turnover of the two out of centre foodstores in the district. Based upon the turnover of the store, with a net convenience goods sales area of 1,334 sq m, the sales density of the store is approximately £16,708 per sq m net, higher than the level based upon Tesco Company average sales density (£11,932 per sq m net).
6.24 The Tesco store on Coggeshall Road is the larger of the two out of centre foodstores. The store has a market share of 13% in Zone 12, but also draws trade from Zone 10 (6%), Zone 11 (9%), Zone 13
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(2%), Zone 14 (1%) and Zone 15 (1%). We estimate that the store currently has a turnover of approximately £19.2m, and a sales density of approximately £10,814 per sq m net. This is marginally lower than Tesco’s company average sales density (£11,932 per sq m net) and reflects the strong level of competition throughout the district and wider sub-region.
iii) Halstead Town Centre: Performance
6.25 We have estimated the trade draw of Halstead Town Centre for convenience goods (Table 27, Appendix 3). This includes an examination of the trade drawn to the Somerfield foodstore on High Street, the Co-op Foodstore in Weavers Court, the combined draw of other smaller and independent convenience stores, and a total town centre convenience trade draw. The trade draw of the convenience stores in Halstead Town Centre is made up of main food and top-up food shopping. ‘Other’ foodstores include all other units in the town centre selling convenience goods, and generally comprise small scale and independent retailers, including bakers, butchers and greengrocers.
6.26 Like Braintree, it is evident from our analysis that the town centre convenience goods trade draw is relatively self-contained. Halstead is located in Zone 11 of the North Essex survey area, and close to the boundary with Zone 10 and Zone 12. As we would expect the highest convenience goods trade draw is in Zone 11 (19%), and town centre also draws some trade from Zone 10 (2%). Despite being located close to Zone 12, foodstore provision in Halstead draws no trade from that part of the catchment area due to the location of Braintree and extensive foodstore provision in that Zone.
6.27 It is evident that the Somerfield Foodstore on High Street has the strongest influence in Zone 11 (19%), and the store also has a market share of 2% in Zone 10. The store draws no trade from elsewhere in the survey area. In total, we estimate that the store has a total convenience goods turnover of approximately £6.7m (Table 28, Appendix 3). This equates to a sales density of circa £7,622 per sq m net. Compared to an average sales density for Somerfield of circa £4,728 per sq m net, this analysis indicates that the store is trading well, at above average levels. The household telephone survey results did not pick up shopping patterns to smaller independent foodstore retailers in Halstead Town Centre.
6.28 The Co-op foodstore in Weavers Court is less influential on shopping patterns than the town centre Somerfield foodstore. It has a market share of 9% in Zone 11 and 1% in Zone 1. The store draws no trade from elsewhere. In total, we estimate that the store has a convenience goods turnover of approximately £3.3m (Table 28, Appendix 3). This equates to a sales density of circa £2,853 per sq m net. Compared to an average sales density for Co-op of circa £3,575 per sq m net, this analysis indicates that the store is trading at below average levels.
iv) Halstead Out of Centre Foodstore Provision: Performance
6.29 Our analysis of the household telephone survey has identified the trade draw and catchment area of the Co-op foodstore on Abels Road. It is evident from our analysis that the Co-op store has a limited
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degree of influence within Halstead’s catchment area, with a market share of 11% in Zone 11 and 2% in Zone 10. We estimate that the store currently has a turnover of approximately £5.4m (Table 30, Appendix 3). Based upon this turnover, with a net convenience goods sales area of 107 sq metres, the sales density of the store is approximately £50,766 per sq m net. This sales density is significantly higher than the level based upon Co-op’s company average sales density (£3,575 per sq m net). We consider that the survey results have over-emphasised the performance of this store, but the results do indicate a strong trading performance.
v) Witham Town Centre: Performance
6.30 We have estimated the trade draw of Witham Town Centre for convenience goods (Table 31, Appendix 3). This includes an examination of the trade drawn to Tesco in the Grove Centre, the combined draw of other smaller and independent convenience stores, and a total town centre convenience goods trade draw. The trade draw of the convenience stores in Witham Town Centre is made up of main food and top-up food shopping. ‘Other’ town centre foodstores include all other units in the town centre selling convenience goods including bakers, butchers and greengrocers.
6.31 It is evident from our analysis that town centre convenience goods trade draw is relatively self- contained within the survey area. Witham is located in Zone 14 of the North Essex survey area, and as we would expect the highest convenience goods trade draw is in Zone 14 (51%). Witham is also close to the boundary of Zone 15, and has a market share of 8% in that Zone. Foodstore provision in Witham draws no trade from further afield due to the proximity of Tiptree, Braintree, Maldon and Chelmsford in the surrounding catchment area (Table 31, Appendix 3).
6.32 The Tesco foodstore in the Grove Centre in Witham Town Centre has a market share of 50% in Zone 14 and 7% in Zone 15. In total, we estimate that the store has a total convenience goods turnover of approximately £29.6m (Table 32, Appendix 3). This equates to a sales density of circa £16,851 per sq m net. Compared to an average sales density for Tesco of £11,932 per sq m net, this analysis indicates that the store is trading strongly, above average levels. This is consistent with our qualitative assessment discussed in Section 5.
6.33 Trade draw to other smaller and independent convenience goods retailers in Witham Town Centre is significantly weaker than the Tesco foodstore, although this is to be expected when they perform smaller top-up shopping roles. Food retailers have a market share of 1% in Zone 14, and less than 1% in Zone 15. We forecast that collectively they achieve a turnover of approximately £0.9m, equating to an average turnover of £485 per sq m net (Table 32, Appendix 3). Based on experience elsewhere, we consider this is a low trading level for foodstores catering principally for ‘top-up’ convenience goods shopping, and may be underestimated in the survey results due to the dominance of Tesco. In reality, their turnover may be higher when passing trade is taken into consideration.
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6.34 We estimate that the total convenience goods turnover in Witham Town Centre is currently £30.5m. Based upon a total net sales floorspace of approximately 3,528 sq m, Witham Town Centre currently has an average convenience goods sales density of £8,645 per sq m net. This is higher than our estimate of company average sales densities for the principal and local foodstores in the town centre (£7,454 per sq m net).
vi) Witham Out of Centre: Performance
6.35 Our analysis of the household telephone survey has identified the trade draw and catchment area of the main out of centre foodstore in Witham: Morrisons on Braintree Road. Despite being bigger than the town centre Tesco in the Grove Centre, it is evident from our analysis that his store has a lesser degree of influence in the survey area.
6.36 The Morrison store on Braintree Road has a market share of 24% in Zone 14 and 1% in Zone 15. The store has a 0% market share throughout the rest of the survey area. We estimate that the store currently has a turnover of approximately £13.9m (Table 34, Appendix 3). Based upon the turnover of the store, with a net convenience goods sales area of approximately 2,090 sq m, the sales density of the store is approximately £6,659 per sq m net, lower than the level based upon Morrison’s company average sales density (£12,259 per sq m net).
CONVENIENCE GOODS GLOBAL CAPACITY
6.37 Our capacity analysis indicates that there will be no surplus expenditure available to support further convenience goods floorspace in the district in the period to 2021. Our capacity assessment has factored in identified commitments, notably a new small scale foodstore in the Maltings Lane Neighbourhood Centre. Based on a total net convenience goods floorspace of 1,115 sq m and an average sales density of £3,000 per sq m net, we estimate the store will have a convenience goods turnover of £3.3m.
6.38 Our projections are summarised in Table 39, Appendix 3, which indicates that by 2011 there will be minus £30.3m of expenditure to support new convenience goods floorspace; by 2016 there will be minus £24.2m and by 2021 there will be minus £17.8m of residual expenditure to support new convenience goods floorspace.
6.39 There is no capacity for new convenience goods floorspace in the district between 2006 and 2021.
CONVENIENCE GOODS TOWN CENTRE CAPACITY
6.40 We have reviewed the capacity for additional convenience goods floorspace in Braintree, Halstead and Witham based on current market shares. Our figures for each incorporate the performance of both town centre and out of centre foodstore provision within each centre’s urban area. This analysis is set out in Tables 40-42 of Appendix 3 and summarised here in Table 6.1 - 6.4. Table 6.1 and 6.2
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indicate capacity based on district wide housing and population growth rates, whilst Table 6.3 and 6.4 indicate capacity based on Experian trend line data.
Table 6.1: Residual Convenience Goods Expenditure by Centre (£m)
2011 (£m) 2016 (£m) 2021 (£m)
Braintree -25.4 -21.5 -17.4
Halstead 4.8 5.3 5.8
Witham -9.7 -8.0 -6.2
Note: Scenario using District Housing and Population Growth Rates
Table 6.2: Future Shop Floorspace Capacity in Braintree District by Centre (Sq m Net)
2011 (Sq m Net) 2016 (Sq m Net) 2021 (Sq m Net)
Braintree -2,538 -2,149 -1,744
Halstead 476 528 581
Witham -971 -800 -617
Note: Scenario using District Housing and Population Growth Rates
Table 6.3: Residual Convenience Goods Expenditure by Centre (£m)
2011 (£m) 2016 (£m) 2021 (£m)
Braintree -17.5 -9.3 -0.5
Halstead 5.4 6.4 7.5
Witham -3.6 0 3.8
Note: Scenario using Trend Line Experian Population Growth Rates
Table 6.4: Future Shop Floorspace Capacity in Braintree District by Centre (Sq m Net)
2011 (Sq m Net) 2016 (Sq m Net) 2021 (Sq m Net)
Braintree -1,749 -927 -45
Halstead 537 642 753
Witham -352 3 382
Note: Scenario using Trend Line Experian Population Growth Rates
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COMPARISON GOODS ASSESSMENT
i) Braintree Town Centre
6.41 Table 32, Appendix 3 indicates the trade draw of Braintree Town Centre. The comparison goods catchment of Braintree is largely constrained to Zone 11, 12, 13 and 14. These are the zones closest to Braintree and reflect the settlement pattern in the catchment area and competing provision, particularly in relation to the influence of Chelmsford. The centre has its highest market share in Zone 12 (35%), the Zone in which it is located, and also achieves a market share of 7%, 5% and 3% in Zones 11, 13 and 14 respectively. Plan 4 illustrates the extent of the town centre’s influence throughout the defined survey area, highlighting variations in market share.
6.42 Within the whole survey area, Braintree Town Centre draws 4% of total available comparison goods expenditure. In order to understand the full extent of Braintree’s catchment area and accurately calculate the turnover of the town centre, we drew on the in centre survey undertaken in Braintree town centre. This enabled us to robustly estimate the proportion of shoppers in the town centre travelling from beyond the survey area boundary, i.e. the inflow of trade. The origin of all shoppers travelling to Braintree town centre from across the country is illustrated on Plan 7. The assessment enabled us to calculate a 7% inflow of comparison goods expenditure from beyond the survey area.
6.43 On the basis of current market share, we estimate that Braintree Town Centre currently has a comparison goods turnover of approximately £67m, including inflow. With an existing shop floorspace of approximately 11,837 sq m net, we estimate that Braintree Town Centre has a sales density of approximately £5,657 per sq m net. Based on our experience elsewhere, and considering the strong competition in the sub-region and the centre’s position in the retail hierarchy, we consider that Braintree is performing well in this sector. New floorspace should certainly not be expecting to achieve any less than current performance levels.
ii) Braintree Out of Centre: Performance
6.44 Out of centre retail provision in the district comprises the Braintree Factory Outlet Village and the Braintree Retail Park. The Braintree Factory Outlet Village provides a strong shopping attraction in the district and beyond. Therefore, in order to understand the full extent of the outlet’s catchment area and accurately calculate the turnover of the town centre, we drew on the in centre survey undertaken in the Freeport Outlet Village. This enabled us to robustly estimate the proportion of shoppers in the Outlet Village travelling from beyond the survey area boundary, i.e. the inflow of trade. The origin of all shoppers travelling to the Outlet Village from across the country is illustrated on Plan 7. The assessment enabled us to calculate a 41% inflow of comparison goods expenditure from beyond the survey area.
6.45 On the basis of current market shares we estimate that it currently has a comparison goods turnover of approximately £60.4m, including inflow (Table 39, Appendix 3). This compares to the town centre
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turnover of £67m. Based upon an existing retail floorspace of approximately 12,300 sq m net, we estimate that the Factory Outlet Village has a sales density of approximately £4,911 per sq m net. This is similar to the overall level of the town centre (£5,657 per sq m net) and indicates the complementary role the Factory Outlet Village plays in the district and the continued strong performance of the town centre alongside this out of centre shopping destination.
6.46 The Braintree Retail Park is the only concentration of retail warehousing in the district. It comprises Carpets 4 Less, Dreams, Halfords, Dansk furniture store, Power House, Comet, Carpetright, The Bike Hut and B&Q. The presence of B&Q and other high profile retailers is reflected in the results of the household telephone survey. The retail park has a relatively strong influence on comparison goods shopping patterns in the survey area, with a market share of 12% in Zone 12, 1% in Zone 10, 6% in Zone 11, 4% in Zone 13 and 6% in Zone 14.
6.47 On the basis of current market shares we estimate that the Braintree Retail Park currently has a comparison goods turnover of £32m, marginally lower than the Braintree Factory Outlet Village (Table 41, Appendix 3). Based upon an existing retail floorspace of approximately 9,445 sq m net, the results of the telephone survey suggests that the retail park has a sales density of approximately £3,386 per sq m net. Based upon a company average sales density for the whole retail park (£2,480 per sq m net), our assessment indicates the strength of the trading performance of the retail park, and is likely to be a consequence of the concentration of high profile retailers.
iii) Halstead Town Centre: Performance
6.48 Table 34, Appendix 3, indicates the trade draw of Halstead Town Centre. The comparison goods catchment of Halstead is constrained to Zones 10 and 11, where it has a market share of 2% and 13% respectively. Plan 5 illustrates the extent of the town centre’s influence throughout the defined survey area, highlighting variations in market share.
6.49 On the basis of current market shares, we estimate that Halstead Town Centre currently has a comparison goods turnover of approximately £7.8m (Table 35, Appendix 3). With an existing shop floorspace of approximately 5,493 sq m net, we estimate that Halstead Town Centre has a sales density of approximately £1,422 per sq m net. Based on our experience elsewhere, we consider that this is a low performance level, and a centre of this size and position in the retail hierarchy should be achieving at least £3,000 per sq m net.
iv) Witham Town Centre: Performance
6.50 Table 36, Appendix 3, indicates the trade draw of Witham Town Centre for comparison goods. The comparison goods catchment area is constrained to Zone 14 and 15, where the centre has a 10% and 1% market share respectively. Plan 6 illustrates the extent of the town centre’s influence throughout the defined survey area, highlighting variations in market share.
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6.51 On the basis of current market shares we estimate that Witham Town Centre currently has a comparison goods turnover of approximately £10.2m (Table 37, Appendix 3). With an existing shop floorspace of approximately 7,430 sq m net, we estimate that Witham Town Centre has a sales density of approximately £1,374 per sq m net. Based on our experience elsewhere, we consider that Witham is perhaps under performing for a centre of its size and position in the retail hierarchy and should instead be aiming to achieve levels of at least £3,000 per sq m net.
GLOBAL CAPACITY
6.52 In assessing capacity for future comparison goods floorspace, we have assumed that the efficiency with which existing floorspace is being used when increased over time; we have assumed an annual growth rate in existing sales per sq m net of 2.5%. Drawing on our experience elsewhere in similar sized and performing centres we have also assumed that new floorspace should achieve sales of approximately £5,000 sq m net (an average across the district).
6.53 In undertaking capacity projections, we have based our analysis on two scenarios. First, we have undertaken a ‘global’ estimate of comparison goods capacity based on current market shares for both the town centres and retail warehousing in the district. Second, we have put forward capacity projections for each of the individual town centres, based on current market shares, incorporating the performance of out of centre retail warehousing in the District.
6.54 This assessment has considered the effect of the district maintaining its existing market share and used growth in available expenditure to support the development of new floorspace. Potentially, over the latter part of the LDF, Braintree could face increasing competition from centres in the wider sub- region if new town centre schemes go ahead. Maintaining existing market share will become increasingly important.
6.55 Our capacity assessment has factored in identified commitments, notably a non-food bulky goods retail warehouse on the Braintree Retail Park. In line with the growth in sales efficiency of existing retail floorspace, we have allowed the same floorspace efficiency of 2.5% per annum for committed retail floorspace in Braintree. Based on a net sales floorspace of 2,054 sq m and an average sales density of £2,480 per sq m (based on average of existing provision), we estimate the new warehouse to have a turnover of circa £5.8m.
6.56 Based upon this assessment it is evident from Table 47, Appendix 3, that there will be capacity to support further comparison goods floorspace in the district by virtue of growth and population and available expenditure. We estimate that by 2011, based on current market shares, there would be theoretical capacity to support an additional 2,310 sq m net of comparison goods floorspace, increasing to approximately 5,973 sq m net by 2016 and again to 9,996 sq m net by 2021.
6.57 In order to translate these projections into gross town centre floorspace requirements, it is necessary to incorporate an appropriate net: gross ratio. Conventionally, a figure of 65% has been assumed,
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although improved design may enable higher net: gross ratios to be achieved. It would also be reasonable to provide an additional 15% of floorspace (of the total scheme) for A2/A3 Uses. In this scenario, these net capacity figures equate to a gross capacity figure of 4,181 sq m by 2011, 10,811 sq m by 2016 and 18,092 sq m by 2021. These figures do not include leisure floorspace, which is becoming a common feature of town centre development proposals in the UK.
COMPARISON GOODS TOWN CENTRE CAPACITY
6.58 We have reviewed the capacity for additional comparison goods floorspace in each of the three town centres based on current market shares. This analysis is set out in detail in Table 48-50 of Appendix 3 and summarised here in Table 6.5 – 6.8. Tables 6.5 and 6.6 indicate capacity using district wide housing and population growth projections, whilst Tables 6.7 and 6.8 indicate capacity using Experian trend line data.
Table 6.5: Residual Comparison Goods Expenditure by Centre (£m)
2011 2016 2021 (£m) (£m) (£m)
Braintree 11.4 34.0 64.8
Halstead 0.7 1.7 3.1
Witham 0.9 2.5 4.5
Note: Scenario using District Housing and Population Growth Rates
Table 6.6: Future Comparison Goods Floorspace Capacity in the District’s Town Centres (Sq m Net)
2011 2016 2021 (Sq m Net) (Sq m Net) (Sq m Net)
Braintree 1,830 4,836 8,136
Halstead 163 338 527
Witham 209 479 780
Note: Scenario using District Housing and Population Growth Rates
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Table 6.7: Residual Comparison Goods Expenditure by Centre (£m)
2011 2016 2021 (£m) (£m) (£m)
Braintree 20.1 53.8 100.5
Halstead 1.1 2.5 4.5
Witham 1.6 3.9 6.9
Note: Scenario using Experian trend line population projections
Table 6.8: Future Comparison Goods Floorspace Capacity in the District’s Town Centres (Sq m Net)
2011 2016 2021 (Sq m Net) (Sq m Net) (Sq m Net)
Braintree 3,236 7,644 12,622
Halstead 237 494 782
Witham 364 754 1,194
Note: Scenario using Experian trend line population projections
COMMERCIAL LEISURE GLOBAL CAPACITY
6.59 The Stage 1 Report sets out our analysis of the global capacity for new commercial leisure provision in North Essex over the period to 2021. In summary, total expenditure on leisure goods within the North Essex Survey Area is currently £1.057 billion, and if forecast to growth to £1.574 billion by 2021, an overall growth of £517 million (33%).
6.60 In the baseline scenario we estimate capacity for circa 12 cinema screens in North Essex at present, growing to 34 screens by 2021. We anticipate significant potential to incorporate further cinema provision to meet identified deficiencies in North Essex over the forthcoming LDF period.
6.61 At present, there are no casinos in North Essex. Underpinned by population growth and the deregulation of the gaming industry we forecast casino expenditure to increase from £27.9m in 2006 to £30.9m in 2021. This is sufficient expenditure to support a medium sized casino in North Essex over the LDF period. A super casino could possibly be supported in North Essex, but would draw trade from a much wider area. In the restaurant/café sector, we estimate growth of circa 33% in the catchment area. We envisage this will help sustain growth in the scale and quality of eating/drinking facilities within the North Essex Centres.
SUMMARY
6.62 Our capacity projections indicate the total population of the survey area is forecast to grow from 650,204 in 2006 to 719,514 in 2021 – a strong increase of 11%. Convenience goods expenditure is expected to increase from £1.0billion in 2006 to £1.3billion by 2021. In the comparison sector, high
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growth rates illustrate that spending will increase from £1.7billion to £3.5billion by 2021 – an overall growth of £1.8billion of comparison goods expenditure between 2006 and 2021.
6.63 In terms of convenience provision, a number of foodstores across the district are trading well, above expected company average levels: Tesco, Braintree town centre; Tesco, Notley Green; Somerfield, Halstead town centre; Co-op, Abels Road; and Tesco, Witham town centre. All other foodstores appear to be trading below company average levels, including Sainsbury’s, Braintree town centre; Somerfield, Braintree town centre; Tesco, Marks Farm; and Morrisons, Braintree Road.
6.64 Our convenience goods capacity projections indicate no capacity for further convenience goods floorspace in the district, until the end of the LDF period (2021). Focusing on the three individual town centres, our figures indicate no capacity for further convenience goods floorspace in Braintree or Witham over the forthcoming LDF period; but 581 sq m net in Halstead.
6.65 Capacity projections have identified the relatively good performance of Braintree town centre, the Freeport Outlet Village and Braintree Retail Park as comparison good shopping destinations. Halstead and Witham have a weak trading performance in terms of comparison goods turnover at present, with a sales density of less than £1,500 per sq m net. Overall, our comparison goods capacity projections suggest there will be scope for additional floorspace in the period to 2021. On the basis the District is able to maintain its market share in the face of growing competition, we estimate capacity for 9,996 sq m net by 2021.
6.66 In line with Government guidance any proposals for new retail development for food and non-food proposals, should comply with the sequential test, exhausting all possible town centre sites before edge-of-centre and out-of-centre sites are considered.
6.67 In terms of commercial leisure, North Essex is set to experience strong growth in available expenditure to support new cinema, casino, and restaurant/café provision. This analysis is set out in more detail in the Stage 1 Report, which forecasts global capacity for new provision across the North Essex Study Area.
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7. SCOPE FOR NEW DEVELOPMENT
7.1 Drawing on our qualitative and quantitative analysis, including our assessment of retailer demand, this section considers the scope for accommodating new retail development in the District. We examine each of the town and district centres assessed in this report in turn, and also review the scope for new retail warehousing in the District over the forthcoming LDF period. The conclusions and recommendations set out in this section draw on our Stage 1 and Stage 2 report findings.
BRAINTREE
7.2 In terms of policy, the Essex and Southend-on-Sea Replacement Structure Plan (April 2001) defines five ‘sub-regional’ centres including Basildon, Chelmsford, Colchester, Harlow and Southend. Braintree falls within the next level down in the retail hierarchy, included in the 21 designated ‘principal town centres’. Other ‘principal town centres’, which are the subject of this North Essex Retail Study, include Maldon, Clacton, Frinton, Harwich, Halstead and Witham. The adopted Braintree District Local Plan, July 2005, defines Braintree as a Town Centre.
7.3 Based on our benchmarking of the North Essex centres and consideration of development opportunities, we consider that Braintree should be defined as a Major Town Centre over the forthcoming LDF period. The Stage 1 Report explains how Braintree, together with Clacton-on-Sea, are larger centres and function at a higher level than other centres in North Essex, with the exception of Colchester. We propose that they are identified for retail growth in accordance with their intended role.
7.4 In terms of the sub-regional context, Braintree faces strong competition from other centres. Within Zone 12, the Zone in which Braintree is located, Braintree town centre retains 35% of trade. Leakage of trade does take place to Chelmsford (15.8%), while the Freeport Outlet Village retains 13% of comparison goods expenditure. Braintree town centre attracts very little trade from adjoining zones, where the key competition is Chelmsford, Cambridge, the Freeport Outlet Village, and Bury St Edmunds.
7.5 Within its position in the retail hierarchy, Braintree should not try and compete with the comparison goods retail offer in the nearby sub-regional centres of Chelmsford and Cambridge. It does, however, function as a relatively strong comparison goods shopping destination, and the Council should aim to maintain and consolidate this shopping role in accordance with our recommended designation as a Major Town Centre. The strong convenience goods shopping provision should be maintained and protected which benefits the centre as a whole through linked shopping trips.
7.6 Our detailed qualitative assessment of Braintree town centre indicates that the town centre is performing reasonably well, with a good performance in a number of health check indicators. The
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outcome from this assessment, as set out below, is a key input into our recommendations for new retail floorspace in the town centre and wider district.
7.7 The centre has an above average proportion of floorspace in the convenience category, and the town centre benefits from excellent major foodstore provision. There is a below average proportion of vacant units, and a good range of service providers from every category. Braintree town centre has a reasonable range of mid-order multiple retailers, the majority of which are located in George Yard – a clean, modern and pedestrian friendly shopping environment. Rents have increased since 2003, yields have remained consistent in recent years, and the centre benefits from a full range of transport/accessibility options.
7.8 Our analysis has identified some areas of weakness in the health of the town centre. Braintree town centre has a below average number of units occupied by comparison goods retailers, including those from the clothing and luxury goods categories. A number of mainstream national multiple retailers are not represented, and there are no higher order national multiples in the town centre. This is perhaps consistent with the centre’s lower level in the wider retail hierarchy compared to the nearby sub-regional centres such as Colchester, Chelmsford and Lakeside, although the centre should maintain/enhance this provision in accordance with its role in the Structure Plan as a Principal Town Centre.
7.9 The strength of the service sector could become a reason for concern over the forthcoming LDF period, particularly if it continues to grow at the expense of the comparison goods clothing/footwear categories, and other Use Class A1 retailers. Retailer demand has not grown in recent years, and the centre’s overall rank has fallen considerably. Those retailers with a requirement are of poor quality and will not enhance the clothing/footwear offer. In terms of leisure, the Freeport Leisure Park provides the main commercial entertainment provision, and the restaurant/bar offer in the town centre is weak.
7.10 In terms of convenience goods, the town centre has an excellent representation of major foodstore operators. This is likely to underpin the health of the centre to a large extent, as food shoppers use the central town centre car parks, and undertake linked trips elsewhere in the centre to comparison retailers and service businesses. The Freeport Factory Outlet, which is located nearby, does not have a foodstore and Braintree town centre is therefore able to compete effectively with this strong out of centre comparison goods retail destination by providing a different and more diverse retail offer. The loss of foodstore provision from the town centre would erode this differentiation and consequently weaken the overall attraction of Braintree town centre. It is crucial that the Council protects town centre foodstore provision and monitors, and resists if necessary, out of centre proposals that may result in an unacceptable impact and possibly even closure of town centre foodstores.
7.11 Our performance analysis suggests that the town centre Tesco, and out of centre Tesco at Notley Green are trading particularly well, above expected company average levels; but the town centre
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Sainsbury’s and Somerfield, and out of centre Tesco at Coggeshall Road are under-performing. This indicates that town centre foodstore provision may be vulnerable to an increase in competition, and the impact of any foodstore proposals/extensions should be given detailed and careful consideration.
7.12 Our convenience goods capacity projections for the district have highlighted no capacity for further convenience goods floorspace in the district until the end of the LDF period, i.e. up to 2021. Our figures highlight no capacity for additional convenience goods floorspace up to 2021. Focusing on the three individual towns, and their wider urban areas, our figures indicate no capacity for further convenience goods floorspace in Braintree or Witham over the forthcoming LDF period but 581 sq m net in Halstead by 2021. This deficiency in expenditure has arisen from the over-provision of convenience goods floorspace in the district.
7.13 Table 7.1 illustrates the key foodstore shopping destinations for people living in Zone 1, 10, 11, 12, 13 and 14 in the North Essex Survey Area. This is the Zone Braintree is located in (12) and the surrounding Zones. The analysis is based on the main food shopping patterns of residents. Braintree is located in Zone 12, and at present the strongest proportion of trade is being directed towards the Tesco in Braintree town centre, followed by the two out of centre Tesco foodstores. The local authority should aim to maintain this performance over the LDF period, monitoring foodstore proposals, and resisting development where necessary.
Table 7.1: Foodstore Market Shares in Zones 1, 10, 11, 12, 13 and 14 Zone 1 Zone 10 Zone 11 Zone 12 Zones 13 Zone 14 Market Share Market Share Market Share Market Share Market Share Market Share % % % % % % Sainsbury’s Sainsbury’s Tesco Tesco Tesco Tesco Haverhill Tollgate West Market Place Market Place Great Dunmow Grove Centre 51.6% Colchester Braintree Braintree 44.3% Witham 47.4% 14.9% 40.9% 53.1% Tesco Tesco Tesco Tesco Tesco Sainsbury’s Saffron Walden Springland Way Springland Way Great Notley Great Notley White Hart 11.5% Sudbury Sudbury Braintree Braintree Lane 7.7% 13.8% 21.4% 6.2% Chelmsford 4.4% Aldi Sainsbury’s Tesco Tesco Sainsbury’s Morrisons Haverhill Priory Walk Coggeshall Rd Coggeshall Rd White Hart Braintree Road 10.2% Colchester Braintree Braintree Lane Witham 5.1% 10.3% 13.8% Chelmsford 22.1% 10.3% Waitrose Waitrose Sainsbury’s Sainsbury’s Asda Saffron Walden Sudbury 3.8% Tofts Walk Tofts Walk Chelmer Village 3.8% Braintree 6.9% Braintree Chelmsford 15.1% 4.1% Somerfield High Street Halstead 13.8% Co-Op, Weavers Court, Halstead 9.2% Co-Op Abels Rd Halstead 4.6%
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7.14 Beyond Zone 12, the competition is evidently stronger (Table 7.1). Town centre and out of centre foodstores in Braintree have an influence on shopping patterns in Zone 11, but only the out of centre Tesco at Great Notley has an influence in Zone 13. Beyond this tight catchment area foodstores in Braintree have no influence.
7.15 In terms of comparison goods, the results of the Household Telephone Survey suggest that Braintree currently has a relatively good trading performance. Based on a turnover of £67m, including a 7% inflow from beyond the survey area, and an existing comparison goods floorspace of 11,837 sq m net, we estimate that Braintree has a sales density of circa £5,657 per sq m net. Based on experience elsewhere we consider that Braintree is performing in line with a centre of this size and position in the retail hierarchy. We would expect a centre such as Braintree to have a sales density in the region of £5-6,000 per sq m net. We would encourage the Council to maintain this trading performance over the forthcoming LDF period.
7.16 Braintree town centre draws 93% of it’s turnover from within the North Essex Survey Area, whereas the Freeport Outlet Village draws only 59% of it’s turnover from with the North Essex Survey Area. It has a 41% inflow from beyond the survey area. This reflects the Outlet Village’s role as a leisure experience destination for those living further afield, as well as a comparison goods shopping destination for the local population. We consider the town centre and Outlet Village continue to work alongside each other because of their differentiated roles, functions and retail offer, as well as the good public transport links. At present, the Outlet Village has a sales density of £4,911 per sq m net – marginally lower than the town centre.
7.17 While we consider that Braintree town centre appears to be performing adequately alongside the Outlet Village, there are signs that the Freeport Factory Outlet may have held back any stronger growth in the town centre in recent years. Most notably, the town centre has a below average representation of comparison goods retailers, few quality higher order multiple retailers and a fall in retailer demand for space in the centre. Foodstore provision in the town centre helps underpin the health of the centre, but we consider the Council should aim to consolidate and enhance comparison goods retailing over the forthcoming LDF period. The Council should resist further out of centre retail provision at the Outlet Village that may cause unacceptable impact on the town centre’s trading performance.
7.18 Capacity projections identify capacity for additional comparison goods floorspace in Braintree over the forthcoming LDF period. On the basis it is able to maintain its current market share in the face of growing competition, we estimate capacity for circa 1,830 sq m net of comparison goods floorspace by 2011, growing to 4,836 sq m net by 2016 and again to 8,136 sq m net by 2021.
7.19 In order to translate these projections into gross town centre floorspace requirements, it is necessary to incorporate a net:gross ratio, as set out in paragraph 6.54. In this scenario, our assessment identifies capacity for 3,312 sq m gross by 2011, 8,753 sq m gross by 2016, and 14,726 sq m gross
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by 2021, including A2/3 floorspace. We are not aware of any proposals or commitments for major comparison goods retail development in Braintree that would absorb this capacity at present.
7.20 At present, Braintree retains circa 35% of total available comparison goods expenditure within the survey area. The remaining trade is being directed towards the Outlet Village (13%), and other competing centres in the wider sub-region and out-of-centre retail warehousing. Following implementation of major town centre schemes in Chelmsford, Colchester and Cambridge, Braintree’s market share could erode as shoppers change their centre of preference, or are prepared to travel further afield for a superior retail offer. It will be important for Braintree town centre to enhance and consolidate its role to prevent it’s market share from being eroded.
7.21 Our qualitative assessment has identified the strong provision of service businesses in the centre, with the proportion of units being 9.48% above the national average. We consider this to be a particularly high proportion for a centre of this size and position in the retail hierarchy. While service businesses do add to the vitality and viability of centre, particularly those that meet the everyday needs of local residents, the continued growth of this sector could eventually undermine the health of the centre. The increase in units occupied by service businesses would lead to the dilution of convenience and comparison retailers, an imbalance in retail category and the decline of the centre in terms of trade draw and it’s position in the retail hierarchy.
7.22 At present, the adopted Local Plan policies and proposals map are inconsistent. The Proposals map defines the Town Centre and Primary Shopping Area, but the Local Plan policies refer to Shopping Areas (Policy RLP 113) and Retail Frontages (Policy RLP 114). To protect the A1 retail shopping function in the town centre, and it’s position in the retail hierarchy, we recommend the Council defines Primary and Secondary Shopping Frontages within the town centre as recommended in PPS6. We recommend frontage designations on Plan 8. In addition to defining the extent of the primary shopping area for their centres, PPS6 states that:
“local planning authorities may distinguish between primary and secondary frontages. These frontages should be realistically defined. Having regard to the need to encourage diversification of uses in town centres as a whole, primary frontages should contain a high proportion of retail uses, while secondary frontages provide greater opportunities for flexibility and a diversity of uses. Where frontages are identified the appropriate local development documents should include policies that make clear which uses will be permitted in such locations.”
PPS6, para.2.17
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7.23 Our study identifies a need for further comparison goods floorspace over the forthcoming LDF period, but the centre has a compact core constrained by the surrounding built environment, providing barriers to any significant expansion of the centre outwards. Given the designated position in the retail hierarchy, it is unlikely that Braintree requires a significant expansion of the centre. We consider that the Council should focus on piecemeal, in-fill redevelopment and modernisation of existing stock, although compulsory purchase to bring forward larger development sites over the LDF period could be tested. New, modern retail floorspace will generate demand from good quality retailers, and ensure the centre maintains and consolidates it’s position as a shopping centre of choice for the catchment population, particularly in light of growing competition in the wider sub- region. We recommend that a study be undertaken of sites that may be suitable for the expansion of comparison shopping in and adjacent to the existing town centre.
7.24 George Yard and Bank Street effectively define the extent of the Primary Shopping Area, and there are good links between the two locations. High Street is an attractive secondary shopping area, but is relatively cut off from the main pedestrian footfall on Bank Street/George Yard. The weak linkages between the two separate areas is weak, and pedestrian footfall on High Street is consequently low. The Council may wish to consider opportunities to improve linkages over the LDF period, perhaps through a new route towards the centre of High Street to George Yard. This would, however, involve the demolition of at least one retail unit on the north side of High Street and would require detailed consideration. This is likely to improve linkages and enhance the vitality and viability of High Street as a key shopping destination in the town centre, but proposals would require careful consideration. Improved linkages would increase pedestrian footfall and is likely to generate more interest from retailers for space on High Street.
7.25 Market Place, located to the south east of the centre and adjoining Tesco, provides an attractive pedestrian environment with a selection of public houses and cafes fronting onto the square. We consider the Council should maintain and enhance the environment of Market Place over the forthcoming LDF period, including its promotion as an outdoor seating, café/restaurant area. Nearby, New Street/Market Street forms a pedestrian route from Great Square to Market Place. This is a secondary retail area, and the quality of retailer is poor comprising dry cleaners, charity shops and vacant units. We consider there is potential to enhance this area as a shopping destination, particularly given its key location joining the Tesco foodstore and the southern end of the primary shopping area on Bank Street. The Council may wish to consider comprehensive redevelopment to encourage a better quality and range of comparison retailer in this central location.
7.26 Overall, Braintree town centre provides a number of separate retail areas, but we consider linkages between them could be improved. The Council should aim to enhance integration, both physically and visually, within the town centre. This will encourage pedestrian flows and underpin the health of the whole town centre. Any new comparison goods retail development should be well integrated into the town centre and aim to provide larger unit sizes attractive to new higher order multiple retailers. The Council should continue to invest in the overall environment to maintain the attractiveness of the town centre.
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HALSTEAD
7.27 In terms of policy, the Essex and Southend-on-Sea Replacement Structure Plan (April 2001) designates Halstead as a ‘principal town centre’. Other ‘principal town centres’, which are the subject of this North Essex Retail Study, include Maldon, Clacton, Frinton, Harwich, Braintree and Witham. The adopted Braintree District Local Plan, July 2005, defines Halstead as a Town Centre. Based on our benchmarking of the North Essex centres and consideration of development opportunities, we consider that Halstead should be defined as a Town Centre over the forthcoming LDF period.
7.28 In terms of the sub-regional context, Halstead does not and should not compete with higher order centres such as Braintree. The centre performs a more local shopping function, underpinned by a strong convenience and service business sector, with a small selection of comparison goods retailers. National multiples such as Woolworths, Boots and Clinton Cards significantly enhance the attraction of the centre justifying its role as a town centre. As such the Council should aim to maintain this type of retailer over the forthcoming LDF period.
7.29 Our detailed qualitative assessment of Halstead indicates that the town centre is healthy and performing well in a number of health check indicators. The centre is smaller in scale than Braintree and does perform a lower order ‘everyday’ shopping role for local residents, focused less on clothing/footwear and luxury items found in the higher order centres and more on everyday household requirements.
7.30 The proportion of units in the convenience and comparison goods categories is in line with the national average, and the proportion of units occupied by service businesses is above the national average – offering a good range of everyday financial and other services. Vacancy rates are below the national average and there are no specific problem areas. The low number of multiple retailers reflects the centre’s position in the retail hierarchy, but the representation of a small selection of key attractors is a particular strength for Halstead. Halstead has two major foodstores, Somerfield and Co-op, a reasonable selection of bars and restaurants, and the four retailer requirements for space in the centre are all from good performing multiples. The environment is generally good throughout the centre, offering an attractive historic environment and a number of historic buildings.
7.31 Our analysis has identified very few areas of weakness in the health of the town centre. Notably, the Co-op appeared quiet on the day of the site visit and footfall in Weavers Court was low. The Centre, a street adjoining the High Street, is occupied by poor quality retail units, although does adjoin a development opportunity area with potential over the forthcoming LDF period. The High Street has a heavy traffic flow, and there are few pedestrian crossing points restricting the flow of pedestrians throughout the centre. The strong proportion of service businesses could be a cause for concern if this sector continues to grow at the expense of comparison and convenience retailers which, at present, maintain the vitality and viability of the centre.
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7.32 In terms of convenience goods, the centre has a strong foodstore offer anchored by two town centre supermarkets. The Somerfield is trading well, above expected company average levels, but the Co- op foodstore is trading below expected company average levels. Based on current market shares, our capacity projections for Halstead highlight minimal capacity for new foodstore floorspace. The figures indicate capacity for an additional 581 sq m net by 2021. Foodstore provision in Halstead currently retains circa £6.8m (or 20%) of available convenience goods expenditure in Zone 11 – the Zone in which Halstead is located.
7.33 Table 7.2 illustrates the key foodstore shopping destinations within Zones 1, 2, 10, 11 and 12, the Zones closes to Halstead. These figures, based on main food shopping patterns, demonstrate where the leakage of trade in Zone 11 is taking place, and the key competing foodstores in the vicinity of Halstead. Due to the absence of any significant capacity, any foodstore proposal in Halstead would need to consider the impact on existing provision. A new foodstore would have to rely almost entirely on claw-back from existing provision, and the impact of such a development should therefore be carefully considered.
Table 7.2: Foodstore Market Shares in Zones 1, 2, 10, 11 and 12
Zone 1 Zone 2 Zone 10 Zone 11 Zone 12 Market Share Market Share Market Share Market Share Market Share
Sainsbury’s, Tesco, Springland Sainsbury’s, Tesco, Market Tesco, Market Haverhill Way, Sudbury Tollgate West, Place, Braintree Place, Braintree 51.6% 50.5% Colchester 14.9% 40.9% 47.4%
Tesco, Saffron Asda, Turner Rise, Tesco, Springland Tesco, Springland Tesco, Great Walden Colchester Way, Sudbury Way, Sudbury Notley, Braintree 11.5% 5.7% 7.7% 13.8% 21.4%
Aldi, Haverhill Waitrose, Sudbury Sainsbury’s, Priory Tesco, Coggeshall Tesco, Coggeshall 10.2% 12.4% Walk, Colchester Road, Braintree Road, Braintree 5.1% 10.3% 13.8%
Waitrose Saffron Somerfield, Asda, Turner Rise, Sainsbury’s, Tofts Sainsbury’s, Tofts Walden Halstead Colchester Walk, Braintree Walk, Braintree 3.8% 0% 3.8% 6.9% 15.1%
Somerfield, Co-Op, Halstead Somerfield, Somerfield, Somerfield, Halstead 0% Halstead Halstead Halstead 0% 2.6% 13.8% 0%
Co-Op, Halstead Co-Op, Halstead Co-Op, Halstead Co-Op, Halstead 0.6% 0% 9.2% 0%
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7.34 Furthermore, foodstore provision in Halstead town centre has a relatively low market share. As such, the Council should monitor, and if necessary, object to proposals for major new foodstore development over the LDF period, both within and beyond the district boundary to protect the vitality and viability of Halstead town centre.
7.35 In terms of comparison goods, the results of the Household Telephone Survey suggest that Halstead currently has a weak trading performance. Based on a turnover of approximately £7.8m, and an existing comparison goods floorspace of 5,493 sq m net, we estimate that Halstead has a sales density of circa £1,422 per sq m net. Based on experience elsewhere, we would expect Halstead to have a higher sales density of at least £3,000 per sq m net, and we would encourage the enhancement of floorspace efficiency over the LDF period.
7.36 Our quantitative capacity assessment indicates minimal capacity to support further comparison goods floorspace in Halstead over the LDF period. On the basis that it is able to maintain market share, we forecast capacity for an additional 163 sq m net by 2011, growing to 338 sq m net, and again to 527 sq m net by 2021. We do not consider that there is a need for major comparison goods retail development over the forthcoming LDF period, and proposals should aim to consolidate and enhance existing stock. We consider the centre could support some additional comparison goods floorspace, provided it was of an appropriate scale to the existing built environment. Any development over identified capacity would be based on claw-back from existing provision elsewhere, and the impact of such a scheme would require detailed consideration.
7.37 We propose allocating ‘The Centre’ for comprehensive redevelopment over the LDF period – at present, retail units in this location detract from the overall shopping environment. ‘The Centre’ is located off the main high street, and the Council may wish to consider/test a range of uses on this site including retail, leisure, office and residential. As a retail destination it is cut off from the main shopping area, and new retail units may fail to attract the quality retailers due to the location. It may therefore, be more appropriate to consider alternative uses. Policy RLP 123 in the adopted Local Plan encourages it’s refurbishment or redevelopment for retail, office or residential purposes. We consider this policy should be retained over the LDF period.
7.38 Weavers Court, the Co-op foodstore and adjoining car park comprise a relatively large site. We consider that this may be an appropriate site for redevelopment if appropriate proposals came forward. At present, the Co-op foodstore is quiet and under-performing, and the retail units in Weavers Court are small in scale proving unattractive to new key attractors to the centre. Any new proposals should be of an appropriate scale, taking into consideration the existing built environment, but this may be an appropriate opportunity to enhance and consolidate the comparison shopping role of the town centre, with a quality anchor foodstore. Any proposals should maintain an anchor foodstore, either in it’s current form or a redeveloped unit, which will be crucial to underpin the vitality and viability of the centre.
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7.39 Land East of Halstead High Street is allocated in the adopted Local Plan as a Comprehensive Development Area (Policy RLP 121). The Local Plan states that mixed uses on this site should include a shoppers car park. The site covers a large land area, and we consider a mixed use scheme would be appropriate, and could include new food/non-food retail development. Any proposal would, however, need to be underpinned by linkages with existing retail frontages, opening up routes through to High Street. This is likely to require demolition of existing units on High Street, and the implications would require detailed consideration.
7.40 We understand that interest has been expressed in the existing Halstead Town Football Club for new foodstore development. Proposals put forward the relocation of the football club. We recommend against such a proposal in this location. Our assessment has not identified a need (based on current market shares) for further convenience goods floorspace in Halstead, and the existing town centre Co-op is under-performing. The Council should support and aim to enhance existing town centre foodstores in the first instance. The football club site is located some distance from existing shop frontages, and a foodstore in this location would have unacceptable impact on the already vulnerable town centre foodstore provision. The Council should aim to protect the convenience goods role of the town centre which is crucial to the centre’s vitality and viability.
7.41 Interest has also been expressed in land at Colchester Road/Parsonage Road, Halstead for new foodstore development. While we acknowledge this is sequentially preferable than the football club site, we consider land East of High Street is more appropriate for foodstore development if an appropriate scheme came forward, with good linkages through to existing retail frontages.
7.42 To protect the A1 retail shopping function in the town centre, and it’s position in the retail hierarchy, we recommend the Council defines Primary and Secondary Shopping Frontages within the town centre as recommended in PPS6. We recommend that the southern section of High Street from ‘The Centre’ to Town Bridge, including Weavers Court, is designated as Primary Shopping Frontages, and the remainder of the town centre is designated as Secondary Shopping Frontages (Plan 9). This will protect A1 shop units and allow a more flexible diversity of uses including service businesses.
WITHAM
7.43 In terms of policy, the Essex and Southend-on-Sea Replacement Structure Plan (April 2001) designates Witham as a ‘principal town centre’. Other ‘principal town centres’, which are the subject of this North Essex Retail Study, include Maldon, Clacton, Frinton, Harwich, Braintree and Halstead. The adopted Braintree District Local Plan, July 2005, defines Witham as a Town Centre. Based on our benchmarking of the North Essex centres and consideration of development opportunities, we consider that Witham should be defined as a Town Centre over the forthcoming LDF period.
7.44 Like Halstead, Witham does not and should not compete with higher order centres such as Braintree. The centre performs a more local shopping function, underpinned by a strong convenience and service business sector, as well as a good range of comparison goods key attractors. National
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multiples such as Woolworths, Boots, New Look and Dorothy Perkins significantly enhance the attraction of the centre justifying its role as a town centre. The town centre benefits from a traditional high street and two well integrated shopping centres/precincts.
7.45 Our detailed qualitative assessment of Witham indicates that the town centre is healthy and performing well in a number of health check indicators. The centre has a strong convenience goods role, with an above average number of foodstore retailers anchored by a large Tesco store. There is a strong range of all categories of service businesses, enhancing the centre’s role as an everyday, top up shopping destination. Although more limited than Braintree, there is a relatively good selection of national multiples for a centre of this size and position in the retail hierarchy, considerably strengthening the attraction of the centre.
7.46 Retail demand in Witham is low, but has seen a slight increase in recent years. Those retailers with a requirement registered are also strong key attractors and would enhance the retail provision in the town centre. Retail yields have fallen since 2004 and vacancy rates are well below the national average. The centre benefits from good accessibility by a choice of mode of transport which is identified for ongoing investment over the Plan period, and the environmental quality of the centre is high with a complementary mix of modern and historic buildings.
7.47 Our analysis has identified some areas of weakness in the health of the town centre. Notably, the proportion of comparison retailers is below the national average, although this is often usual for a smaller centre at this position in the retail hierarchy. Witham does have a strong service sector, although the continued growth of this sector could be a cause for concern over the LDF period if it occurs at the expense of the comparison and convenience sectors. The Newlands Shopping Precinct has a poor environment detracting from the overall shopping experience, and the evening economy is weak in terms of restaurant and bar provision. Retailer demand has increased, but the centre has experienced an overall decrease in national rank position. Rents have remained static over a long time period, and the centre suffers from localised traffic congestion.
7.48 In terms of convenience goods, the Tesco foodstore in The Grove Centre is the only major foodstore, supplemented with a limited number of smaller independent foodstore operators, such as butchers. There is also an out of centre Morrisons on Braintree Road. The town centre Tesco is trading very well, above expected company average levels, but the out of centre Morrisons is trading below expected levels.
7.49 Table 7.3 illustrates the key foodstore shopping destinations within Zones 12, 13, 14, 15 and 18, the Zones closest to Witham. It is evident that town centre and out of centre foodstore provision in Witham has no influence on shopping patterns in Zones 12, 13 and 18. As you would expect, Witham has its strongest influence in Zone 14, the Zone in which it is located, but does experience competition from foodstore provision in Maldon and Chelmsford. Witham has some influence in Zone 15, an adjoining Zone, but does face strong competition from foodstores in Tiptree and Colchester. Overall, foodstore provision in Witham has a tight and local catchment area. The Council should
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monitor, and if necessary, object to proposals for major new foodstore development over the LDF period, both within and beyond the district boundary to prevent Witham’s convenience goods market share from being eroded.
Table 7.3: Foodstore Market Shares in Zones 12, 13, 14, 15 and 18
Zone 12 Zone 13 Zone 14 Zone 15 Zone 18 Market Share Market Share Market Share Market Share Market Share
Tesco Great Tesco, Market Sainsbury’s White Sainsbury’s, Tesco, Fullbridge, Dunmow Place, Braintree 44.3% Hart Lane Tollgate West, Maldon 40.9% Chelmsford Colchester 67.4% 4.4% 13.9%
Tesco, Great Tesco, Great Tesco, Witham Tesco, The Grove Morrisons, Notley, Braintree Notley Braintree Town Centre Centre, Witham Limebrook, Maldon 21.4% 6.2% 53.1% 8.3% 11.2%
Tesco, Coggeshall Sainsbury’s White Morrisons, Tesco, Church Asda, South Road, Braintree Hart Lane Braintree Road, Road, Tiptree Woodham Ferrers 13.8% Chelmsford Witham 51.4% 1.1% 10.3% 22.1%
Sainsbury’s, Tofts Asda Chelmer Tesco, Fullbridge, Morrisons, Sainsbury’s, White Walk, Braintree Village Chelmsford Maldon Braintree Road, Hart Lane, 15.1% 4.1% 2.7% Witham Chelmsford 1.4% 2.2%
Tesco, Witham Tesco, Witham Tesco, Witham Town Centre Town Centre Town Centre 0% 0% 0%
Morrisons, Morrisons, Morrisons, Braintree Road, Braintree Road, Braintree Road, Witham Witham Witham 0% 0% 0%
7.50 Our capacity projections highlight no available expenditure to support new convenience goods floorspace over the LDF period. We consider it is possible for Witham to enhance market share through claw back of trade, although there is strong foodstore competition in Tiptree, Maldon, Braintree and Chelmsford. Provided the quality is sufficient, Witham may be able to support new foodstore development over the LDF period, although impact and trade draw would need to be carefully considered.
7.51 In terms of comparison goods, our assessment suggests that Witham is performing at a similar level to Halstead. Based on a turnover of approximately £10.2m, and an existing comparison goods floorspace of 7,430 sq m net, we estimate that Witham has a sales density of circa £1,374 per sq m
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net. Based on experience elsewhere, we would expect Witham to have a higher sales density of at least £3,000 per sq m net, and we would encourage the enhancement of floorspace efficiency over the LDF period.
7.52 Our quantitative analysis indicates some capacity to support further comparison goods floorspace in Witham town centre over the LDF period based on current market shares. On the basis that it is able to maintain market share, we forecast capacity for an additional 209 sq m net (378 sq m gross) by 2011, growing to 479 sq m net (867 sq m gross) by 2016, and again to 780 sq m net (1,412 sq m gross) by 2021.
7.53 The local authority should continue to consolidate and enhance the town centre over the forthcoming LDF period. In terms of development opportunities, the most suitable site to enhance Witham town centre over the forthcoming LDF period is the redevelopment of the run down Newland Shopping Precinct. Such a scheme would recycle existing floorspace, as well as having the ability to implement additional floorspace of the scale identified in our capacity projections. This would provide larger floorplate units appropriate for the requirements of key attractors with the consequence of consolidating the town centre’s market share and position as a town centre in the retail hierarchy. New development should take into consideration the existing built environment and thus be of an appropriate scale to the role of the centre. Although we consider Witham could accommodate some growth, we have not concluded that Witham should make a step change upwards in the retail hierarchy.
7.54 To protect the A1 retail shopping function in the town centre, and its position in the retail hierarchy, we recommend the Council defines Primary and Secondary Shopping Frontages within the town centre as recommended in PPS6. We recommend that The Grove Shopping Centre and Newland Shopping Precinct are designated as Primary Shopping Frontages, and Newland Street and adjoining retail areas are designated as Secondary Shopping Frontages (Plan 10). This will protect A1 shop units and allow a more flexible diversity of uses including service businesses on Newland Street.
RETAIL WAREHOUSING
7.55 In accordance with Government requirements, this Retail Study has forecast the capacity for comparison goods floorspace, and does not disaggregate into the capacity for bulky and non-bulky goods. We do, however, draw on our overall assessment to outline our recommendations in relation to the need for additional bulky goods retail warehousing.
7.56 Retail warehousing in the District comprises the Braintree Retail Park. It has a good selection of retail warehouse operator including B&Q, and is trading well at above company average levels. It is evident that Braintree is currently retaining a reasonable proportion of bulky goods expenditure, and is performing well in this sector. Our analysis highlights strong competition in Chelmsford, Sudbury and Colchester. On the basis of this analysis, we do not consider there is a need for further bulky
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goods retail floorspace over the LDF period. However, each proposal must be considered on it’s own merits.
Table 7.4: Where do you do most of your households shopping for DIY and decorating goods?
CENTRE ZONE 11 ZONE 12 ZONE 14 MARKET SHARE MARKET SHARE MARKET SHARE (%) (%) (%)
Braintree Retail Park 36.8% 71.6% 26.4%
Braintree Town Centre 9.2% 11.3% 2.9%
Braintree Factory Outlet 1.3% 8.6% 4.9%
Retail Warehousing, Sudbury 17% 0% 0%
B&Q, Colchester 6.6% 0% 2.9%
Colchester Town Centre 5.3% 1.3% 1%
B&Q, Chelmsford 0% 1.3% 41.2%
Chelmsford Town Centre 0% 0.7% 9.8%
Source: Household Telephone Survey, 2005
Table 7.5: Where do you do most of your households shopping for your furniture, floor coverings and household textiles?
CENTRE ZONE 11 ZONE 12 ZONE 14 MARKET SHARE MARKET SHARE MARKET SHARE (%) (%) (%)
Braintree Retail Park 5.8% 8.6% 2.2%
Braintree Town Centre 4.3% 21.1% 1.1%
Braintree Factory Outlet 0% 5.5% 0%
Sudbury Town Centre 5.8% 0% 0%
Retail Warehousing, Colchester 7.1% 7.1% 1.1%
Colchester Town Centre 29% 9.4% 11.2%
Retail Warehousing, Chelmsford 0% 2.4% 9%
Chelmsford Town Centre 1.4% 14.1% 28.1%
Source: Household Telephone Survey, 2005
7.57 If proposals were deemed acceptable and subsequently approved, retail warehouses selling ‘town centre’ type goods, such as clothing and footwear, should, however, by resisted due to unacceptable
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impact on the town centres. Any planning permission over the LDF period should be accompanied with appropriate conditions to restrict the sale of goods and protect the health of the town centres.
7.58 The Council should assess applications for a new DIY retail warehouse on their own merits, within an appropriately defined catchment area, demonstrating that they meet the following requirements, set out in Section 3 of PPS6:
The need for development;
That the development is of an appropriate scale;
That there are no more central sites for the development;
That there are no unacceptable impacts on existing centres;
That locations are accessible.
7.59 As a general rule, PPS6 states that local planning authorities should assess the applications on the basis of these considerations and the evidence presented. As a general rule, the development should satisfy all these considerations, but in making their decision, local planning authorities should also consider relevant local issues and other material considerations.
KEY RECOMMENDATIONS
Braintree Town Centre
Braintree should be defined as a Major Town Centre over the forthcoming LDF period;
A Study should be undertaken of sites that may be suitable for the expansion of comparison shopping in and adjacent to the existing town centre;
While it should be identified for retail growth Braintree town centre should not try and compete with the comparison retail offer in the sub-regional centres. It should aim to protect it’s strong convenience goods function and consolidate and enhance it’s role as a strong comparison goods shopping destination;
The Council should define Primary and Secondary Shopping Frontages to protect the A1 shopping function and protect the health of the town centre from a strong and growing service sector;
The Council should monitor, and resist if necessary, out of centre proposals that may result in an unacceptable impact and possibly even closure of town centre foodstores. At present, the strong foodstore offer provides a differentiated shopping role to the Freeport Outlet Village;
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There is no capacity for further convenience goods floorspace over the LDF period in Braintree;
There is capacity for circa 8,136 sq m net of comparison goods floorspace in Braintree over the LDF period;
The Council should encourage proposals to enhance, consolidate and expand comparison goods retail floorspace in the town centre;
The Council should implement schemes to improve linkages and integration throughout the centre, ensuring all areas benefit from maximum footfall. In particular, the Council should investigate measure to improve linkages from High Street through to the George Yard shopping centre, perhaps through demolition;
Market Place should benefit from ongoing investment in the public realm and it’s role as an outdoor seating, café/restaurant area;
There is potential to enhance New Street/Market Street as a key central shopping area, which links the Tesco foodstore to the southern end of the Primary Shopping Area on Bank Street;
The Council should continue to invest in the overall environment to maintain the attractiveness of the town centre.
Halstead Town Centre
Halstead should be defined as a Town Centre over the forthcoming LDF period;
The centre should continue to perform a local shopping function, underpinned by a strong convenience and service sector, maintaining the representation of national multiple comparison goods retailer;
We recommend the Council defines Primary and Secondary Shopping Frontages to protect the A1 shop function and control any growth in the service sector that may undermine the health of the centre;
Our quantitative analysis highlights capacity for only 581 sq m net of convenience goods floorspace over the forthcoming LDF period;
The Council should monitor, and object if necessary, to proposals for major new foodstore development over the LDF period that may harm the health of Halstead town centre;
Our quantitative analysis highlights capacity for only 527 sq m net of comparison goods floorspace by 2021;
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Land East of High Street should continue to be allocated for mixed use comprehensive redevelopment, although any proposal for a retail element should be underpinned by strong linkages through to the existing retail frontages;
Weavers Court, including the Co-op foodstore, could be identified for redevelopment over the forthcoming LDF period. At the very least, the Council should encourage and support the improved performance of the Co-op foodstore;
‘The Centre’ should be allocated for refurbishment or redevelopment over the forthcoming LDF period, although a mix of uses may be more appropriate given its location off the main High Street;
The Council should resist new foodstore proposals on the Halstead Football Club site due to its out of centre location, poor linkages with the core shopping area, a deficiency in capacity for new floorspace, and the vulnerable performance of the existing town centre Co-op foodstore;
Colchester Road/Parsonage Road is a sequentially preferable site and would anchor the northern part of the town centre, but we consider land to the East of High Street would be more appropriate for foodstore development.
Witham
Witham should be defined as a Town Centre over the forthcoming LDF period;
Witham should not aim to compete with higher order centres such as Braintree and Chelmsford, but should enhance and consolidate its convenience, comparison and service business sector in accordance with its role as a more local ‘everyday’ shopping destination;
The Council should aim to retain key comparison goods attractors in the town centre;
Our quantitative analysis highlights no capacity for additional convenience goods floorspace up to 2021;
Witham may be able to support new foodstore development in or adjacent to the town centre over the LDF period, although impact and trade draw would need to be carefully considered.
The Council should aim to improve the performance of comparison goods floorspace through a range of measures including accessibility and environmental improvements, as well as maintaining a mix of uses throughout the centre;
Our quantitative analysis highlights capacity for an additional 780 sq m net of comparison goods floorspace over the LDF period;
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The Newlands Shopping Precinct should be allocated for comprehensive redevelopment to enhance the comparison goods shopping role of the Primary Shopping Frontages;
The Council should allocate Primary and Secondary Shopping Frontages to protect the range of A1 retail uses while allowing greater flexibility for other town centre uses elsewhere. We recommend The Grove Centre and the Newland Shopping Precinct should be allocated as Primary Shopping Frontages.
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