Earlestown Town Centre Health Check Appraisal

Town Centre Overview Earlestown forms the western part of the wider settlement of Newton-le-Willows, located towards the eastern edge of the St. Helens Metropolitan Borough Council authority area. The St. Helens Local Plan Core Strategy (October 2012) identifies Earlestown as the second town centre within the Borough after St. Helens town centre. Earlestown is located approximately 6.4km east of St. Helens town centre and has good connections with which is located approximately 11.8km to the south.

Earlestown is well connected with the strategic highway network, with junction 23 of the located approximately 3.9km north of the town centre, accessed via Crow Lane East and Ashton Road. Earlestown railway station is also located in the town centre and is served by trains on the to line.

There is not currently a designated primary shopping area within Earlestown and therefore no primary retail frontages (although a ‘Prime Shopping Area’ was identified by the St. Helens 1998 UDP). However, there is a central cluster of retail on the adjoining streets of Market Street and Bridge Street. Earlestown has particularly high representation from the retail service sector. The town centre is anchored by a Superstore and Wilkinsons homeware and household goods which are both located within the central retail core within the Market Street and Bridge Street area. There is a traditional market located in the heart of the town centre which operates twice week on Fridays and Saturdays.

To enable direct comparisons to be made, this health check utilises the extent of the town centre boundary used in the previous health check survey which was carried out in 2011 and adopted by the Local Plan Core Strategy (October 2012). A site visit of Earlestown town centre was undertaken in June 2016 and a full survey of the current retail and service provision carried out in order to enable this latest health check analysis.

Table 1: Key Facilities Located in the Town Centre National Operators Total Key Anchor Store: Tesco Superstore/Wilkinsons 14 + McDonalds and Other National Retailers: Heron Foods, Card Factory, Boots the Chemist, Home Premier on edge of Bargains, Lloyds Pharmacy, J D Whetherspoons, Greggs, Coral Bookmakers, Betfred, centre boundary. William Hill, Lloyds Bank and Barclays Bank. Community Facilities British Red Cross, Prendoolys Soft Play & Party Centre, Cronway Community Centre and 4 Bridge Street Surgery. .

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Diversity of Uses

Diversity of Uses in Earlestown Town Centre: Table 2: Number of Units in Earlestown Town Centre (March 2011) Table 3: Floorspace in Earlestown Town Centre (March 2011) Category No % UK* Category Sq.m % UK* Convenience 11 9.1% 8.7 % Convenience 5,190 24.8% 14.4 % Comparison 34 28.1% 33.4 % Comparison 6,340 30.3% 36.9 % Retail Service 20 16.5% 13.2 % Retail Service 2,170 10.4% 7.0 % Leisure Services 34 28.1% 21.7 % Leisure Services 4,540 21.7% 22.8 % Financial and Business Services 6 5.0% 11.0 % Financial and Business Services 1,170 5.6% 8.5 % Vacant 16 13.2% 11.7 % Vacant 1,530 7.3% 9.8 % Total 121 100% 100% Total 20,940 100% 100% Source: Experian GOAD base validated by WYG site visit (March 2011) Source: Experian GOAD base validated by WYG site visit (March 2011) * GOAD September 2009 and ** February 2011 UK Average Figures * GOAD September 2009 and ** February 2011 UK Average Figures

Table 4: Number of Units in Earlestown Town Centre (June 2016) Table 5: Floorspace in Earlestown Town Centre (June 2016) Category No. % UK* Category Sq.m % UK* Convenience 8 6.3% 8.6 % Convenience 3,809 17.9% 15.2% Comparison 32 25.2% 32.0 % Comparison 7,477 35.1% 35.9% Retail Service 28 22.0% 13.9 % Retail Service 3,235 15.2% 6.7% Leisure Service 36 28.3% 23.4% Leisure Service 4,762 22.4% 24.4% Financial and Business Service 8 6.3% 10.6% Financial and Business Service 856 4.0% 8.0% Vacant 15 11.7% 11.2% Vacant 1,157 5.4% 9.0% Total 127 100% 100% Total 21,296 100% 100%

Source: WYG survey, June 2016 Source: WYG survey, June 2016 *UK average from the Experian Goad Category Report, June 2016 *UK average from Experian Goad Category Report, June 2016

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The convenience goods offer in Earlestown is dominated by the Tesco Superstore located on Earle Street and represents 79.0% of the total convenience floorspace in the town centre. In respect of the provision of convenience units, there are eight units representing 6.3% of the total units in the town centre. This is below the national average of 8.6% for total convenience units. However, in respect of convenience floorspace there is 3,809 sq.m (gross) which represents 17.9% of the total retail and service floorspace in Earlestown. This is greater than the national average of 15.2% for convenience floorspace. This can be attributed to the presence of the Tesco Superstore, which is the largest unit in the town centre (3,004 sq.m gross). Since the previous survey was carried out in 2011, the convenience goods provision in Earlestown has reduced in respect of both the number of units and gross floorspace, with the total number of convenience units decreasing from 11 to 8, and the provision of floorspace decreasing from 5,190 sq.m (gross) to 3,809 sq.m (gross). The significant reduction in convenience goods floorspace can be attributed to the closure of the former Netto store on Street, which occupied half of the town centre’s second largest unit (2,411 sq.m gross). The whole unit is now occupied by comparison goods retailer Home Bargains. The other seven convenience goods units are all below 100 sqm (gross), excluding Heron Foods convenience store which has a floorspace of 372 sq.m (gross). There is also a regular market located on the Market Square car park. The market operates two days a week on Fridays and Saturdays. Friday is a traditional retail market comprising 158 stalls, whilst Saturday is a Flea Market and Car Boot Sale.

Earlestown has 32 comparison goods units which represents 25.2% of the total units in the town centre. This is below the national average of 32.0% for comparison goods representation. There is 7,477 sq.m of comparison goods floorspace, equating to 35.1% of the total retail floorspace. There is relatively limited representation from national multiple comparison retailers due to the undersupply of suitable units, 91.0% of all existing comparison units measuring less than 300sq.m (gross). However, there are some national operators located in the town centre, most notably Wilkinsons and Home Bargains, which have the ability to attract shoppers from elsewhere within the Borough although it should be noted that both of these retailers also have stores in St. Helens town centre. It should also be noted that, whilst the provision of comparison goods units has decreased from 34 to 32 since the previous survey was completed in 2011, the provision of comparison goods floorspace has increased from 6,340 sq.m (gross) to 7,477 sq.m (gross). This can be attributed to the amalgamation of the former Netto convenience unit with the adjoining former QS clothing and household goods store to form one comparison unit, now occupied by Home Bargains and comprising 2,411 sq.m (gross).

There are 28 retail service units, equating to 22.0% of the total units, significantly higher than the national average of 13.9% for total retail service units. The same can be found in the provision of retail service floorspace, consisting of 3,235 sq.m and comprising 15.2% of the total floorspace. This is significantly greater than the national average of 6.7% for total retail service floorspace. The high proportion of retail service providers in Earlestown could be attributed to the high proportion of smaller retail units, more suitable to accommodate this service sector than convenience and comparison goods retailers. Furthermore, this higher than average service provision is more akin to centre performing a more local role and serving smaller catchments. Within the retail service sector, 13 of the 28 units are hairdressers and health & beauty providers representing 46.0% of the total retail service units. Other retail service uses include three opticians, three tattooists and a post office.

Earlestown has a good provision of leisure service units, consisting of 36 units and equating to 28.3% of the total leisure service units. This is approximately 5.0 percentage points greater than the national average of 23.4% for total leisure service units. The proportion of units occupied by leisure operators is higher than the national average. However, the existing leisure service floorspace equates to 4,762 sq.m (gross) which represents 22.4% of the total floorspace and is below the national average of 24.4%. This is due to the high proportion of small leisure service units occupied by uses such as takeaways and cafes and a lack of large leisure service units such as health clubs and gyms. Indeed, the largest leisure service unit in Earlestown is the Nine Arches pub operated by Whetherspoons, which

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comprises 546 sq.m (gross). There are 18 takeaways in Earlestown representing 50% of the 36 leisure service units. Other uses include five pubs, one bar, five cafes, three betting offices, two restaurants and a solarium.

The town centre’s financial and business service offer includes eight units which represent 6.3% of the total units. This is below the national average of 10.6% for financial and business service units in town centres. These units comprise 856 sq.m (gross) of the centre’s retail and service floorspace, equating to 4.0% of the total floorspace, which is significantly lower than the national average of 8.0%. The units include an accident claims service, two accountants, two retail banks, an estate agent, a solicitor and a training services provider.

Market Street, pedestrianised shopping area. Market Street, public realm Tesco Superstore, Earle Street

Vacancies: There were 15 vacant units within the existing town centre boundary during the June 2016 survey. These units are distributed throughout the town centre, with no specific clusters. There are a further four vacant units located on Bridge Street, situated just outside of the town centre boundary to the north. The vacant units comprise 11.8% of the town centre’s retail stock which is 0.6 percentage points above the national average of 11.2%. In terms of the amount of vacant floorspace, the 15 vacant units comprise 5.4% (1,157 sq.m gross) of the town centre’s vacant floorspace which is significantly lower than the national average of 9.0% for vacant retail and service floorspace. Again, this is attributed to the high proportion of small retail units within the town centre.

Since the last survey in 2011, the number of vacant units has reduced by one unit from 16 to 15. In addition, the overall proportion of vacant retail and service floorspace has decreased from 1,530 sq.m (gross) to 1,157 sq.m (gross). This indicates that larger units within the centre are now occupied whilst smaller units have become vacant since 2011.

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Pedestrian flows: We observed the highest levels of pedestrian activity to be concentrated around the Market Street and Bridge Street area. There is a ‘cut through’ that provides pedestrian access to the Tesco Superstore from Market Street, via Gable Street which appeared to be a popular route, a number of pedestrians accessing Tesco this way. Overall, pedestrian activity within Earlestown was lower than what is expected within a town centre. However, it is noted that the site visit took place between the hours of 8am and 1pm and pedestrian flows were noticeably higher around lunchtime. Furthermore, the site visit did not take place on a market day which is considered to function as a key element of the town centre and is likely to significantly increase levels of footfall within the town centre as a whole. There is however no availability of footfall data for Earlestown town centre. Areas outside of the retail core were subject to significantly lower levels of pedestrian activity than were observed within the centre. This is however to be expected due to the increasingly sporadic distribution of retail units, coupled with the increase in ancillary town centre uses on the outskirts.

Accessibility: Earlestown is well connected with the strategic highway network and there are good highways connections for those travelling to and from the centre by car. Junction 23 of the M6 motorway is located approximately 3.9km north of the town centre, accessed via Crow Lane East and Ashton Road. The is also easily accessible from the town centre; junction nine located approximately 6km south, accessed via the A49. Earlestown was subject to relatively low levels of vehicular traffic at the time of our visit. Earlestown town centre has good car parking provision with three large car parks located in the town centre. The Market Square car park is owned by St. Helens Council and there are further large-scale car parks located at Home Bargains and the Tesco Superstore. There is also sufficient on-street parking available within the town centre and there are no parking charges applied within any of the dedicated car parks. Given the retail provision within Earlestown town centre and the function the centre serves, WYG recommends that the free parking strategy continues to be applied throughout Earlestown.

Earlestown railway station is also located in the town centre and is served by trains to Manchester, Chester, Liverpool and North . There are regular services, with approximately six trains departing to these main destinations per hour, plus other local destinations. The station is well connected with the central retail core, located approximately 200m south-east of Market Street. There is a bus station in Earlestown located on Lord Street. Various services operate between the town centre and St. Helens town centre, as well as regular services to Warrington.

Secure cycle parking is provided in various locations across the town centre and the low levels of vehicular traffic observed at the time of the visit provided a safe and secure environment for cyclists. The centre’s flat topography is also well suited for cycling. Throughout the wider Borough, efforts are being made by the Council to promote cycling through the cycle hub project. The centre’s flat topography also benefits pedestrian and disabled access. A one way system operates around the non-pedestrianised part of the retail core which increases pedestrian accessibility. Pavements are generally wide and there are numerous pedestrian crossing points located throughout the centre. Overall, Earlestown is considered to have good accessibility in respect of private motor vehicles, public transport and pedestrian and disabled access.

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Perception of Crime and Safety: The sense of safety across Earlestown town centre varies. Large open spaces within the town centre such as Market Square provide high levels of natural surveillance. Market Street has good levels of safety due to its pedestrianisation and the one way system implemented on surrounding streets helps to reduce risk to pedestrians. Outside of the retail core, there is a lower perception of safety.

Environmental Quality: We observed the environmental quality in Earlestown to vary throughout the centre. The pedestrianised area at the north of Market Street has a good environmental quality and efforts have clearly been made to maintain the area and create an attractive space for pedestrians to dwell. There is a seating area fronting onto a circular central feature that incorporates a seasonal planting scheme. The retail frontages on Market Street itself represent those of a traditional high street and the quality and aesthetical contribution varies between units. The environmental quality of units is generally poor and retail units become more sporadic, for example on Earle Street and on Cross Lane. It is considered that the environmental quality within the town centre could be improved through an investment scheme to support local businesses by providing grants to improve retail frontages. This scheme would be especially beneficial to retailers located within the outskirts of the town centre boundary where there is a prevalence of poor quality retail frontages. There is a presence of trees within the retail core that contributes positively to the quality of the town centre’s environment, representing a green element within the street scene. The streets throughout Earlestown town centre, both within the retail core and on the outskirts were observed to have low levels of litter.

Commercial Rents: There is currently one commercial property being marketed on EGi in Earlestown. The unit is located on Wargrave Road, just outside of the town centre boundary and has a floorspace of 88sq.m and an asking price of £11,000 per annum. WYG have spoken with local Earlestown town estate agent Think, as well as Newton-le- Willows estate agent Fraser Reeves, who have both confirmed that the average rental value of their commercial properties in Earlestown town centre is between £500 - £600 per month (£6000 - £7000 per annum). Data available through EGi on historic deals in Earlestown is also shown to be broadly consistent with these figures.

Digital High Street: Earlestown Market has its own webpage through the Market Trade News website. The webpage contains information about the market including stall rental prices and gives the contact details for the market management team which is operated by St. Helens Council. There is no dedicated website for Earlestown town centre and no digital initiatives currently underway. This is an area that could be improved on in order to help raise the profile of Earlestown town centre and increase the number of visitors to the area. A town centre website that includes information on the market, as well as the local retail offer could provide a cohesive outlet for residents and visitors to obtain information. This could also be used as a platform to promote local traders.

In terms of other digital facilities in Earlestown town centre, the Wi-Fi access is mixed. There is one premium hotspot located at the Tesco Superstore, as shown below. There is also some access to Wi-Fi available in pockets around Market Street and Bridge Street, essentially within the retail core of the town centre. There are two cloud hotspots located within the town centre, one at Greggs on Market Street and another at the Nine Arches pub which is operated by Wetherspoons. There is

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no collect+ facility within the Earlestown town centre boundary. However, there is one located north of the town centre at the Texaco petrol filling station on Crow Lane West. Overall, there is a relatively poor provision of digital facilities within Earlestown town centre and improvements to this could help raise the profile of Earlestown as a retail destination.

BT Wi-Fi Hotspots The Cloud Wi-Fi Hotspots Collect + Locations

Source: www.btwifi.co.uk/find/ Source: www.thecloud.net/free-wifi/find-a-hotspot/ Source: www.collectplus.co.uk/store_locator/EARLESTOWN

Summary: Earlestown town centre is considered to have a reasonable provision of goods and services for a centre of its size and is highly accessible from the surrounding residential suburbs and the Newton-le-Willows urban area. Earlestown town centre provides a local community focus and caters for local needs. The retail and service offer in Earlestown is sufficient to meet the day to day needs of the surrounding community and the convenience goods offer is significantly strengthened by the presence of the Tesco Superstore within the town centre boundary. Earlestown is however poorly represented by national multiple retailers. There are two large scale comparison goods retail units located within the town centre that are occupied by national retailers Wilkinsons and Home Bargains, although it is noted that both are discount retailers. There is a particularly strong provision of retail service units and floorspace in Earlestown. The vacancy rate in Earlestown, which currently represents 12.6% of all units, has decreased by 0.8 percentage points since 2011 from 13.2%. However, this is still greater than the national average of 11.2% for total vacant units. Notwithstanding this, the provision of vacant floorspace in Earlestown is significantly lower than the national average of 9.0% at 5.8%. This is due to the high provision of smaller units in Earlestown. This however also reduces the town centre’s potential to accommodate additional national multiple

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retailers due to the undersupply of suitable units. Earlestown town centre has good accessibility and there is free car parking throughout. The town centre also has reasonably good environmental quality throughout and feels safe and secure. The pedestrianised part of the town centre was found to be in reasonably good health and was subject to moderate levels of footfall. The peripheral streets were however found to be quiet with increasingly sporadic distribution of retail units. Whilst it is smaller than an average town centre, it is recognised that in the context of St. Helens, the town centre provides a local service greater than that provided by the designated district centres at and Thatto Heath. WYG therefore support the function of Earlestown as the second largest retail centre in the Borough and subsequent designation as a town centre. Proposed regeneration schemes for Earlestown that are likely to emerge through the Local Plan and preparation of any subsequent plans such as an Area Action Plan will serve to further bolster Earlestown’s function as a key town centre, providing an important local service within the Borough.

Strengths: . The Tesco Superstore, Home Bargains and Wilkinsons act to draw people into the town centre. . The Tesco Superstore comprehensively caters for the convenience needs of Earlestown residents and the wider Newton-le-Willows urban area. . Free car parking throughout the town centre. . Earlestown market which operates on Fridays and Saturdays attracts footfall into the town centre at the weekend.

Weaknesses:

. Relatively low provision of retail and service units within the town centre when compared to other town centres across the region. . Poor representation from national multiple retailers. . Undersupply of larger format retail units (500sq.m +). . Particularly poor representation from the financial and business services sector. This sector is better represented within the Newton-le-Willows local centre.

Opportunities:

. A development site on Fairclough Street is currently being marketed on EGi for a residential/commercial opportunity. The site comprises 0.36ha of land and adjoins the existing town centre boundary in close proximity to the railway station.

. Improvement of the town centre’s digital facilities, particularly a new website and increasing Wi-Fi coverage.

Threats:

. Competition from St. Helens town centre.

. A vacancy of one of the larger retail units (Tesco Superstore, Wilkinsons and Home Bargains) would have a significant detrimental impact on the vitality and viability of the town centre.

8 creative minds safe hands

St Helens Council Ref: A095133 Earlestown Town Centre Diversity of Use, Town Centre Boundary and Primary Shopping Area

Key

Recommended Town Centre Boundary Recommended PSA Existing Town Centre Boundary Convenience Comparison Retail Service Leisure Service Financial and Business Services Vacant Other

 Scale:1:3,000 June 2016 creative minds safe hands

St. Helens Council Ref: A095133 Earlestown Town Centre Vacany Plan

Key

Vacant Other

￿￿ Scale:1:2,500 June 2016