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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. 1 NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL 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 2 NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL 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. 3 NORTH ESSEX AUTHORITIES: RETAIL STUDY 2006 STAGE 2 REPORT: BRAINTREE DISTRICT COUNCIL 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)
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