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Lowestoft Understanding the Heart of Our Town

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Lowestoft Understanding the Heart of Our Town 1 | P a g e Lowestoft Understanding the Heart of Our Town Town Centre Baseline Report December 2019 2 | P a g e Lowestoft Understanding the Heart of Our Town Town Centre Baseline Report December 2019 Produced for East Suffolk Council In association with Lowestoft Town Council, Lowestoft Vision, Lowestoft Rising & Kirkley Business Association This report has been prepared by the People & Places Partnership Ltd. It is based on fieldwork undertaken in Lowestoft in February 2019 with assistance from East Suffolk Council and in association with the Lowestoft Heritage Action Zone, Lowestoft Town Council, Lowestoft Vision, Lowestoft Rising & Kirkley Business Association. 3 | P a g e Contents Executive Summary ............................................................................................................................ 4 Background: Revitalising Town Centres .......................................................................................... 16 Analysis of Existing Policies & Strategies ........................................................................................ 19 Local Plan Policies .......................................................................................................................... 19 Demographic Details ..................................................................................................................... 23 Introduction: The Survey Process ................................................................................................... 25 Key Findings: The Place .................................................................................................................... 27 KPI 1: Commercial Units; Use Class ............................................................................................... 27 KPI3: Commercial Units; Trader Types ......................................................................................... 30 KPI4: Commercial Units Vacancy Rates ......................................................................................... 31 KPI5: Markets .................................................................................................................................. 31 KPI 6: Business Rates ..................................................................................................................... 33 KPI 7: Footfall ................................................................................................................................. 33 KPI 8: Car Parking........................................................................................................................... 35 Key Findings: The People ................................................................................................................... 38 KPI 9: Business Confidence Survey ............................................................................................... 38 KPI 10: Town Centre User’s Survey ................................................................................................ 51 KPI 11: Shoppers Origin Survey ...................................................................................................... 77 KPI 12: Digital Development ......................................................................................................... 78 Local Leadership: Creating a Forward Framework ......................................................................... 86 4 | P a g e Executive Summary Introduction This report was commissioned by East Suffolk Council in association with the Lowestoft Heritage Action Zone, Lowestoft Town Council, Lowestoft Vision, Lowestoft Rising & Kirkley Business Association. The People & Places Partnership offers a proven track-record in evidenced-based, collaborative working for the revitalisation of town and city centres. In 2018 People & Places prepared new national guidance on revitalising town centres for the Local Government Association. These resources focus on helping local authorities and their partners to develop a ‘Forward Framework’ focusing on the ‘what’ and the ‘how’ of town centre revitalisation. The process applied here has four key elements though the initial focus is on the first two: • Analysis of existing strategies & stakeholders • Town centre baseline survey • Stakeholder engagement and partnership development • Mentoring town centre action planning The purpose of the report is understanding issues faced by Lowestoft town centre, the Old High Street and Kirkley to help determine future priorities for sustaining and enhancing the town’s vitality and viability. It is intended to inform future partnership work and project development between public bodies, private businesses and community groups. The Policies District-wide town centres and retail policies The Waveney District Local Plan sets-out how the district’s town centres will be vibrant and meet the needs of local residents, businesses and visitors alike. The Plan seeks to improve the District’s cultural offer to the benefit of visitors and residents alike. Tourism will remain an important year-round part of the District’s economy and visitor numbers and overnight stays will have increased. District-wide growth targets are based on the findings of three contributing reports: • The Strategic Housing Market Assessment identifies an objectively assessed need for 8,223 new homes; • The Employment Land Needs update identified a growth of 5,000 new jobs over the period 2014-2036 in Waveney and has allocated more employment land than is needed (53.6 hectares) to achieve this; • The Retail and Leisure Needs Assessment estimates that by 2032, there will be a need for at least another 2,197sqm of food store development and 11,063sqm of non-food types of retail development across the former district though most of this will be focused on Lowestoft. 5 | P a g e The Local Plan also identifies the need for more restaurants and cafés, hotels, gyms and a new multiplex cinema to support a growing population across the District. Lowestoft-specific policies The Waveney Local Plan includes ambitious and potentially transformative plans for Lowestoft. The Lowestoft area is expected to accommodate the majority of the former Waveney District’s development over the next 20 years. Regeneration in Central and Coastal Lowestoft will deliver a significant amount of new housing as well as new economic development including new industry, retail and leisure. Over the plan period, in total, it is expected that the Lowestoft area will grow by 5,206 new homes. Lowestoft is also expected to take the largest share of new jobs created over the next 20 years. The Local Plan allocates 38 hectares of new employment land. The Local Plan includes a suite of objectives for regenerating central Lowestoft that include specific reference to the Town Centre and Old High Street. 1. Improve connections and permeability within the area, including ensuring the third crossing supports connections through central Lowestoft and to the town centre, creating better pedestrian and cycle connections between the Broads, East of England Park and North Denes and South Beach through to Pakefield. 2. Create a better relationship to the waterfront, particularly along the south side of Lake Lothing. 3. Support Lowestoft Port and capitalise on the growth of offshore renewables and offshore related engineering. 4. Enhance the vitality and viability of Lowestoft Town Centre. 5. Bring back underutilised and derelict land into positive use. 6. Enhance the tourism offer of the area. 7. Enhance the quality of design, the public realm and the historic environment, particularly around the Historic High Street. 8. Deliver new housing in an accessible location bringing a better mix of tenures and types of housing to the area. 9. Reduce the need to travel by car. 10. Improve the natural, historic and built environmental quality of the area. The Local Plan states that a strategy for the town centre area is also being prepared to provide further detail including land-use and non-planning measures to help improve the vitality and viability of the town centre. Investment opportunities recently provided through the award of Future High Street Funds and commissioning of a town centre masterplan, provide an added impetus for the delivery of proposals and regeneration of key town centre sites. The Local Plan recognises that historic High Street is part of the North Lowestoft Conservation Area and exhibits numerous historic buildings, many of which are listed. However, the quality of the historic environment is under threat from insensitive development, poorly maintained buildings and a lack of investment. The detailed objectives for this area are for heritage-led regeneration with improved connectivity between the town centre, the High Street and the 6 | P a g e proposed East of England Parks. The area falls within the recently designated North Lowestoft Heritage Action Zone which aims to restore the old High Street's historic character for the people who live there and to boost tourism. Work includes providing quality spaces for the community, re-connecting the old town to modern Lowestoft, and bringing under-used and vacant land and property back into use for housing and retail. The Local Plan also references specific plans for maintaining and enhancing the function of Kirkley as a local shopping centre and visitor destination. It describes how the area known locally as Kirkley Village Centre, will be protected and prevented from changing to other uses. It recognises
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