The Hartlepool Retail Study
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A Bilfinger Real Estate company Report ReportReport GVA Norfolk House 7 Norfolk Street Manchester M2 1DW Retail Study November 2014 gva.co.uk Hartlepool Borough Council Contents CONTENTS 1. INTRODUCTION ........................................................................................................ 1 2. HARTLEPOOL CONTEXT............................................................................................ 5 3. RETAIL AND LEISURE TRENDS .................................................................................. 10 4. PLANNING POLICY CONTEXT ................................................................................ 23 5. SUB-REGIONAL OVERVIEW ................................................................................... 28 6. TOWN CENTRE FLOORSPACE SURVEY ................................................................... 33 7. LOCAL CENTRE SURVEYS ....................................................................................... 38 8. IN-CENTRE SHOPPER SURVEY ................................................................................ 53 9. BUSINESS SURVEY ................................................................................................... 57 10. SWOT ANALYSIS ..................................................................................................... 62 11. RETAIL CAPACITY METHODOLOGY....................................................................... 64 12. CONVENIENCE RETAIL ANALYSIS ......................................................................... 70 13. COMPARISON RETAIL ANALYSIS ........................................................................... 79 14. LEISURE ASSESSMENT ............................................................................................. 89 15. STUDY RECOMMENDATIONS ................................................................................. 92 APPENDICES APPENDIX 1 RETAIL CATCHMENT PLAN APPENDIX 2 CONVENIENCE CAPACITY ANALYSIS APPENDIX 3 COMPARISON CAPACITY ANALYSIS APPENDIX 4 TOWN CENTRE FLOORSPACE SURVEY APPENDIX 5 LOCAL CENTRES FLOORSPACE SURVEYS APPENDIX 6 EXPERIAN MOSAIC CATEGORY SUMMARY APPENDIX 7 EXPERIAN GOAD HARTLEPOOL TOWN CENTRE SURVEY AREA [NEMS SURVEY DATA PROVIDED UNDER SEPARATE COVER] Prepared by: (Chris Argent) . Status Director .......... Date November 2014 For and on behalf of GVA Grimley Ltd November 2014 I gva.co.uk HARTLEPOOL BOROUGH COUNCIL RETAIL STUDY 1. INTRODUCTION 1.1 GVA has been appointed by Hartlepool Borough Council to lead a consultancy team in the preparation of a Regeneration Masterplan for Hartlepool. The Masterplan is to provide a long-term vision for the future development and regeneration of the Hartlepool town centre and Waterfront Marina area. 1.2 A key element of the Regeneration Masterplan is the preparation of a Retail Revival Strategy, which will set out a comprehensive strategy and action plan for improving retail opportunities in the town centre. 1.3 The Council is also at an early stage in preparing a new replacement Local Plan. This retail study therefore provides an up-to-date and robust evidence base to underpin the development of new retail policies (frontages, boundary designations etc.) and site-specific allocations. 1.4 In summary, the terms of the study are as follows: To understand current shopping (on convenience and comparison retail goods1) and leisure visitation patterns across the borough and in adjoining areas through commissioning a new up-to-date household telephone survey. To provide a comparative assessment of changes in shopping patterns, market share and overall performance against the 2009 Hartlepool Retail Study findings. Provide a comparative review of the vitality and viability of Hartlepool town centre through completing new floorspace / fascia surveys to establish changes in representation and vacancy within the centre. To assess the future quantitative capacity and qualitative need for additional retail floorspace, having regard to new and planned developments / commitments within the borough and wider sub-region. To provide strategic advice on the overall future retail need to inform the Retail Revival Strategy and Regeneration Masterplan exercises. 1.5 The study is informed by a number of detailed independent survey exercises, designed in conjunction with the Borough Council, including: 1 Convenience goods comprises food and non-alcoholic beverages, tobacco, alcoholic beverages, newspapers and periodicals and non-durable household goods. Comparison goods comprises any other goods, including clothing, shoes, furniture, household appliances, tools, medical goods, games and toys, books and stationery, jewellery and other personal effects. November 2014 I gva.co.uk 1 HARTLEPOOL BOROUGH COUNCIL RETAIL STUDY Floorspace / Use Survey; detailed surveys of Hartlepool town centre and local centres within the borough to establish the current amount and split of various types of floorspace (convenience, comparison, services and vacancies). Household Telephone Survey; a detailed survey establishing where residents within the borough and adjacent areas (Peterlee and Billingham) travel to for convenience and non-food shopping activities as well as leisure. The survey informs the quantitative component of the study, identifying the current market share performance of town centre, individual stores and retail park destinations. In-Centre Shopper Survey; a full shopper survey within the town centre to determine the profile of visitors and shoppers; the strengths and weaknesses of the centre in terms of the existing retail offer, wider facilities and physical environment; patterns of usage of the centre (i.e. frequency of visits, modal split, dwell times); and suggested qualitative improvements which would persuade shoppers to visit the centre more frequently or stay for longer. Retailer Business Survey; surveys circulated to all retailers within the town centre2 to establish current trading performance; the relative strength and weaknesses of the centre; and specific initiatives that could be delivered to improve the performance and the overall attractiveness of the centre. 1.6 The results of the survey exercises are drawn together to provide a set of robust recommendations to enable the Council to proactively plan for future development. The study conclusions represent a ‘point-in-time’ assessment of performance and opportunity and will inform the Retail Revival Strategy and Regeneration Masterplan. 1.7 As the study is to form part of the emerging Local Plan evidence base, it is important that the Council continues to monitor the health of the town centre, revisiting the strategy to address changing circumstances. REPORT STRUCTURE 1.8 In accordance with the terms of the Study Brief this report is structured as follows: PART ONE – BACKGROUND DETAIL AND CONTEXT Section 2 – Hartlepool Context describes the current retail offer within the borough and details its socio-demographic profile. 2 Distribution extends beyond the defined town centre boundary to include adjacent retail and service outlets within the area covered by Experian’s GOAD plan for Hartlepool. November 2014 I gva.co.uk 2 HARTLEPOOL BOROUGH COUNCIL RETAIL STUDY Section 3 – Retail Trends summarises the current market conditions and developments within the retail and leisure sector. Section 4 – Planning Policy Framework sets out the requirements of NPPF in terms of promoting competitive town centre environments. Section 5 – Sub-Region Overview details the existing and emerging retail and leisure schemes in surrounding centres outside of the borough which may impact on the future performance of Hartlepool town centre. PART TWO – QUALITATIVE ASSESSMENT Section 6 – Healthcheck Assessment assesses the changes in floorspace / fascia composition of Hartlepool town centre and defined local centres within the borough. The assessment seeks to comparatively assess and benchmark against Experian Goad averages. Section 7 – In-Centre Survey Results summarises the main headline findings of the survey exercise completed in Hartlepool town centre. A comparative assessment against the 2009 Retail Study findings is provided where appropriate. Section 8 – Retailer Business Survey summarises the main headline findings of the survey exercise completed in Hartlepool town centre. A comparative assessment against the 2009 Retail Study findings is provided where appropriate. Section 9 – Swot Analysis summarises the headline findings of the survey exercises to inform the qualitative assessment of Hartlepool town centre. PART THREE – QUANTITATIVE ASSESSMENT Section 10 – Retail Capacity Methodology sets out the methodology underpinning the quantitative capacity modelling exercise. Section 11 – Convenience Retail Assessment reviews and comparatively assesses changes in the convenience goods market share and performance of Hartlepool town centre and Hartlepool Borough as a whole since 2009. The need / capacity for new convenience retail provision within the borough is identified, having regard to projected population and expenditure growth as well as planned / emerging commitments. Section 12 – Comparison Retail Assessment reviews and comparatively assesses changes in market share and performance of Hartlepool town centre and the borough as a whole since 2009. A detailed assessment of need / capacity is provided thereafter. November 2014 I gva.co.uk 3 HARTLEPOOL BOROUGH COUNCIL RETAIL STUDY Section 13 – Leisure Assessment contains our assessment of leisure needs in Hartlepool town centre,