Retail Strategy Waterford City Retail Strategy
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WATERFORD CITY RETAIL STRATEGY WATERFORD CITY RETAIL STRATEGY CONTENTS Chapter No Title Page Number 1 Introduction 3 2 Policy Context 7 3 Economic Context and Current Trends in Retailing 22 4 Survey Approach and Analysis 33 5 Health Check Assessment 49 6 Assessment of Competing Centres 76 7 Quantitative Assessment 102 8 Policies, Action and Vision for the Future 111 9 Criteria and Actions for Assessing Future Retail Development 132 2 WATERFORD CITY RETAIL STRATEGY CHAPTER 1 Introduction 3 CHAPTER 1: INTRODUCTION WATERFORD CITY RETAIL STRATEGY 1.1 INTRODUCTION Belview. 1.1.1 The Retail Planning Guidelines (RPGs) for Planning Authorities, issued 1.2.2 As detailed in the Waterford City Centre Report, Waterford’s retail offer by the Department of the Environment and Local Government (DoELG) while improving has not radically expanded geographically beyond the in 2012 require Local Authorities to prepare retail strategies and policies traditional city centre area. Given the constraints of a tight urban core for their areas and to incorporate these where appropriate into their with multiple ownerships and access and archaeological constraints, site development plan. In 2003, John Spain Associates prepared a report acquisition has been difficult. A major city centre scheme has been regarding retailing in Waterford City. This included a quantitative and granted permission by the City Council known as the Newgate qualitative analysis of the potential of Waterford City to accommodate Development. However, construction has not commenced on this site further retail development. This report formed the basis for the retail and it is uncertain in the current economic climate what the future status policies and objectives set out in the City Development Plan. of the site will be. 1.1.2 However, considering the increased demand for retail services that the 1.2.3 The City is experiencing increased pressures from outside influences and City has experienced over the past number of years, and the challenge in particular nearby competing centres which have improved their retail posed by the severe economic downturn nationally, the time is opportune offer and attraction dramatically over the past number of years. to review the City Retail Strategy. It is particularly relevant in the context Furthermore, the City is now more accessible due to the completion of of the forthcoming review of the current Waterford City Development Plan the M9 to Dublin, the N25 City Bypass River Crossing and the City Ring 2007 – 2013. It is envisaged that the retail strategy will form an integral Road. This however, may have the converse affect, in that it makes it part of the City Council’s overall vision for the development of Waterford easier for residents of the City to travel to other centres including City over the period of the plan. Kilkenny, Dublin and Cork, thus potentially exacerbating the problem of expenditure leakage. 1.1.3 It is also pertinent in light of the 2009 Draft Waterford City Centre Report. This report reviews the vitality, attractiveness and viability of Waterford 1.2.4 Waterford City retains a distinctive character, yet despite an attractive City Centre as a place to shop, do business, work, live, spend leisure and vibrant city centre, the City has not benefited to the degree it should time and further develop and set a direction for the City Centre over the from the process of rejuvenation and redevelopment as seen in some next number of years. The report in particular identifies the pressures other major urban centres in the region. The City has not fully realised its that Waterford City is facing from competing centres and from the potential to develop into a major and commercial retail centre for the location of new retail formats outside the City Core. The formulation of a region. Whilst the City contains a good range of shops and services, and detailed retail strategy is therefore imperative in order to ensure that the in particular independent retailers, the choice, diversity and overall mix of vibrancy and vitality of Waterford City, a key Gateway in the region is retail could be greatly improved, in particular the City lacks major retail maintained, enhanced and developed to its full potential. The strategy anchors and national and international fashion multiples that would aims to better meet the City’s shopping needs in a way that is efficient, normally be found in a City of this scale. The retail profile of the City is equitable and sustainable as set down as a principle objective in the not commensurate with its status of a Gateway and significant City Retail Planning Guidelines. Centre. It is evident that the City has the potential to develop much further, if given the necessary range of actions, policy framework and 1.2 WATERFORD CITY IN CONTEXT economic conditions. 1.2.1 Waterford City is the principal urban centre in the County and is a regional Gateway for the South East under the National Spatial Strategy. The role of the City has undergone significant change in recent years, with most traditional port activities re-locating to an alternative location at 4 CHAPTER 1: INTRODUCTION WATERFORD CITY RETAIL STRATEGY 1.3 THE PURPOSE OF THE RETAIL STRATEGY BOX 1.1: APPROACH 1.3.1 The purpose of the retail strategy is to implement the objectives of the Policy Analysis: National, regional and local policies were reviewed in Retail Planning Guidelines. A key aim will be to ensure that Waterford the context of the retail strategy with particular reference to the retail City fulfils its role as the principle retail destination in the County and also hierarchy and existing and emerging policies. its wider regional role as the key Gateway for the South East Region. Economic Context: Retail expenditure is influenced by the economic 1.3.2 In preparing the strategy, particular regard was had to: performance of the City, of the region and the national economy. The (i) Consideration of new retail trends, best land use planning practice economic context for the analysis was therefore established. and changes in national policy and market shifts; Retail Trends: A review of recent retail trends was carried out and an (ii) The impact of the national and regional planning guidelines; assessment made of their impact and influence on the retail profile and function of Waterford City. (iii) Updated economic data; Survey: Existing floorspace data was updated. A household survey (iv) Population growth based on the 2006 Census and predicted was undertaken to establish the existing shopping patterns in the City. trends in the recently published Regional Planning Guidelines for A survey of 500 respondents was carried out. This provided clarity on the South East Region; the extent of leakage to other competing centres and highlighted shop- pers concerns regarding the quality and quantum of existing retail floor- (v) The vitality and viability of the City Centre including a space. The results of the survey helped to define existing patterns of inflows and outflows of expenditure from the City and its catchment (a) Review of changes in land use within the city centre; area. A shoppers survey provided a snap shot view of retailing in the (b) Review suitability of existing floorspace; City from the shoppers perspective. A total of 200 shoppers question- (c) An assessment of proposed developments on the retail naires were completed to inform the analysis. profile and structure of the city. Qualitative Survey: A qualitative health check survey was carried out (vi) The impact of major retail development in competing centres. in order to assess the current level of vitality and viability of the City and 1.4 APPROACH key retail centres and the suburban areas to assess their strengths and weaknesses in retail terms. 1.4.1 The approach taken in the formation of the retail strategy, undertaken between March 2011 and May 2011 included the undertaking of baseline Analysis of Competing Centres: The main competing centres includ- survey and research. This comprised the following components: ing Dublin, Cork, Kilkenny, Clonmel, Carlow, Tramore, Dungarvan, Car- rick on Suir and Wexford were assessed in terms of their retail offer and attraction. Quantitative Analysis: Population analysis, expenditure analysis, turn- over analysis and overall analysis was carried out. 5 CHAPTER 1: INTRODUCTION WATERFORD CITY RETAIL STRATEGY 1.5 PREPARATION OF RETAIL STRATEGY 1.6 REPORT STRUCTURE 1.5.1 Following on from the analysis set out above, the strategy then sets out 1.6.1 The report structure is set out in Box 1.2. clear policies, actions and a vision for the future for Waterford City. The strategy will consider the development potential of Waterford and the preparation of policies to promote the development of a distinctive retail Box 1.2: REPORT STRUCTURE identity for the City. Chapter 1: Introduction 1.5.2 The qualitative and quantitative analysis and other inputs as outlined above are fundamental in the capacity assessment of the City’s need for future convenience and comparison floor space. In brief, the assessment Chapter 2: Policy Context comprised the following principal elements: Chapter 3: Economic Context and Current Trends (i) Population forecasts. in Retailing (ii) Establishing convenience and comparison expenditure between 2010 to 2016 and 2016 to 2022. Chapter 4: Survey Approach and Analysis (iii) Establishing the extent of existing floor space and its turnover. (iv) Analysing the above data to determine the potential convenience and comparison spend available to support new retail floor space Chapter 5: Health Check Assessment to 2022. Chapter 6: Assessment of Competing Centres 1.5.3 The final component of the study was to determine the retail strategy for Waterford City to 2022. The factors influencing this included: Chapter 7: Quantitative Assessment Retail hierarchy.