Shropshire Council Shrewsbury Retail Study Update Final Report
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Shropshire Council Shrewsbury Retail Study Update Final Report February 2012 Address: Quay West at MediaCityUK, Trafford Wharf Road, Trafford Park, Manchester, M17 1HH Tel: 0161 872 3223 E-Mail: [email protected] Web: www.wyg.com WYG Planning and Design creative minds safe hands Document Control Project: Shrewsbury Retail Study 2011 Update Client: Shropshire Council Job Number: A073415 T:\Job Files - Manchester\A073415 - Shrewsbury Retail Study - 2011 File Origin: Update\Reports\Draft\Shrewsbury Retail Study 2011 Update.doc Document Checking: Prepared by: Richard Shepherd Signed: Checked by: Richard Shepherd Signed: Verified by: Keith Nutter Signed: Issue Date Status 1 19-01-2012 Draft 2 28-02-2012 Final 3 4 WYG Planning and Design creative minds safe hands Contents Page 1.0 Introduction ............................................................................................................................. 1 2.0 Current Performance of Shrewsbury Town Centre......................................................................... 4 3.0 Population and Expenditure........................................................................................................ 17 4.0 Retail Capacity and the Role of Shrewsbury Town Centre............................................................... 26 5.0 Future Retail Strategy................................................................................................................ 38 Table and Figure Contents Table 1.1: Post Codes by Survey Zone.......................................................................................................................... 1 Figure 1.1: Study Area and Zones for Shrewsbury Retail Study...................................................................................... 2 Table 2.1: The Sub-Regional Shopping Hierarchy.......................................................................................................... 6 Table 2.2: Retail Composition of Shrewsbury Town Centre in October 2011................................................................... 7 Table 2.3: Retail Composition of Shrewsbury Town Centre in April 2010........................................................................ 7 Table 2.4: Retailer Requirements in Shrewsbury at November 2011 .............................................................................. 11 Figure 2.1: Rental Yields in Shrewsbury........................................................................................................................ 13 Table 2.5: SWOT Analysis of Shrewsbury Town Centre ................................................................................................. 16 Table 3.1: Population by Survey Zone (2011 to 2026)................................................................................................... 18 Table 3.3: Special Forms of Trading Forecasts .............................................................................................................. 19 Table 3.4: Shrewsbury’s Current Market Share – Convenience (2011) ........................................................................... 22 Table 3.5: Shrewsbury’s Current Market Share – Comparison (2011)............................................................................. 22 Table 8.1: Trading Performance of Current Foodstores in Primary Catchment Area ........................................................ 30 Table 8.2: Estimated Capacity for Convenience Goods Facilities in Shrewsbury .............................................................. 31 Table 8.4: Quantitative Need for Additional Convenience Goods Floorspace in Shrewsbury ............................................ 33 Table 8.5: Estimated Capacity for Comparison Goods Facilities in Shrewsbury................................................................ 35 Table 8.7: Quantitative Need for Additional Comparison Goods Floorspace in Shrewsbury.............................................. 37 Appendix Contents Appendix 1 – Household Survey Appendix 2 – Focus Report for Shrewsbury Town Centre Appendix 3 – Experian Goad Plan of Shrewsbury Town Centre as Updated by WYG Site Visit of October 2011 Appendix 4 – Capacity Tables WYG Planning and Design creative minds safe hands 1.0 Introduction Objectives of Study 1.01 WYG Planning & Design (WYG) has been commissioned by Shropshire Council to undertake an update of the principal findings of the previous Shrewsbury Retail Study, which reported in November 2010. The purpose of this report is to update both the retail need capacity assessment over the period to 2026 and to provide an up-to-date assessment of the performance of Shrewsbury Town Centre. 1.02 Accordingly, this report primarily seeks to update Section 5 (‘Assessment of Vitality and Viability of Shrewsbury Town Centre’), Section 7 (‘Population and Expenditure’) and Section 8 (‘Retail Capacity and the Role of Shrewsbury Town Centre’) of the 2010 Study. Therefore, whilst the updated quantitative assessment supersedes our previously presented findings, our Update should be read in conjunction with the main body of the 2010 Study. Methodology 1.03 The Update utilises the empirical data which informed the 2010 Study, namely the shopping survey of 1,000 households which was undertaken by NEMS Market Research Limited in April 2010. The Study Area for the survey was derived from that utilised for the 2003 Shrewsbury Retail Capacity Study and is based on a 20-minute drivetime from the town centre, which was then subject to amendment to take into consideration competing centres and their retail offer. The consistent use of the same Study Area allows direct comparison to be made with regard to shopping patterns and the performance of the town’s retail offer over time. 1.04 The defined catchment comprises six survey zones, namely: Shrewsbury North, Shrewsbury East, Shrewsbury South, Shrewsbury West, Shrewsbury Central West and Shrewsbury Central East. Table 1.1 below sets out the post code areas which comprise each zone. Table 1.1: Post Codes by Survey Zone Survey Zone Post Code Sectors Zone 1: Shrewsbury North SY4 3, SY4 5, SY13 2, SY13 3, TF9 1, TF9 2, TF9 3 Zone 2: Shrewsbury East SY4 4, SY5 6, TF5 0, TF6 5, TF6 6, TF13 6 Zone 3: Shrewsbury South SY3 0, SY5 7, SY6 6, SY6 7, SY7 9, SY8 2 Zone 4: Shrewsbury West SY4 1, SY 4 2, SY5 0, SY5 8, SY5 9, SY9 5, SY10 8 Zone 5: Shrewsbury Central West SY1 1, SY1 2, SY3 5, SY3 6, SY3 7, SY3 8, SY3 9 Zone 6: Shrewsbury Central East SY1 3, SY1 4, SY2 5, SY2 6 1 Shrewsbury Retail Study Update A071272 29/02/2012 1.05 The catchment boundary is drawn so as to take into consideration the influence of Telford Town Centre, as the vast majority of the resident population beyond our defined catchment to the east will undertake their shopping in nearby Telford. Conversely, due to the limited amount of retail facilities located to the north and south of Shrewsbury, the catchment is purposely extended in these directions beyond the 20 minute drivetime base. A map of the catchment is provided below at Figure 1.1. 1.06 For the purposes of this Study, the primary catchment area (PCA) of Shrewsbury comprises the central area which immediately surrounds the town, i.e. Zone 5 and Zone 6. 1.07 The questions and full tabulation of results from the Shrewsbury Household Survey are provided at Appendix 1. Figure 1.1: Study Area and Zones for Shrewsbury Retail Study 2 Shrewsbury Retail Study Update A071272 29/02/2012 Format of Report 1.08 The remainder of our report is structured as follows: Section 2 provides our updated appraisal of the vitality and viability of Shrewsbury Town Centre; Section 3 considers current and future population and expenditure levels within the Study Area; Section 4 sets out our assessment of quantitative need for further convenience and comparison goods floorspace in the periods to 2016, 2021 and 2026, taking into account changes and proposed changes in retailer representation since the reporting of the last Study; and Section 5 provides our recommendations in respect of the Council’s retail strategy. 3 Shrewsbury Retail Study Update A071272 29/02/2012 2.0 Current Performance of Shrewsbury Town Centre 2.01 PPS4 emphasises the importance of maintaining a ‘healthy’ town centre as it helps to foster local pride and local identity, and can contribute towards the aim of sustainable development. PPS4 also states that by monitoring town centres on a regular basis, signs of decline can be identified early. 2.02 Annex D of PPS4 sets out a number of indicators which can be used to ascertain the relative health of a particular centre. The indicators comprise the following: Diversity of main town centre uses (by number, type and amount of floorspace); The amount of retail, leisure and office floorspace in edge-of-centre and out-of-centre locations; The potential capacity for growth or change of centres in the network; Commercial operator representation and intentions to change representation; Shopping rents; Proportion of vacant street level property; Commercial yields on non-domestic property (i.e. the capital value in relation to the expected market rental); Land values and the length of time key sites have remained undeveloped; Pedestrian flows; Accessibility; Customers’ and residents’ view and behaviour; Perception of safety and occurrence of crime; and State of the city/town centre environmental quality. 2.03 Appropriate consideration of each of these factors (where detailed data allows) is provided through the below updated analysis of the