Feasibility Study for the Development of Eastside As a Media Quarter For
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Feasibility Study for the Development of Eastside as a Media Quarter for Birmingham City Council Final Report 12 September 2007 Prepared by In association with 4 Junction Mews London W2 1PN T: 020 7402 1300 F: 020 7402 6111 [email protected] www.o-spi.com Feasibility Study for the Development of Eastside as a Media Quarter 12th September 2007 Table of Contents The Brief ....................................................................................................................................................................4 1. Key Points .............................................................................................................................................................6 2. The Plan .................................................................................................................................................................8 2.1 Overview.........................................................................................................................................................8 2.2 'Growth'...........................................................................................................................................................9 2.3 'Championing the region'...........................................................................................................................10 2.4 'Connectivity'................................................................................................................................................10 2.4 'Cultural'.........................................................................................................................................................11 2.5 'Liveability'....................................................................................................................................................11 2.6 'Learn'.............................................................................................................................................................12 2.7 'Work'.............................................................................................................................................................12 3. How Will it Happen and What Might go Wrong? ......................................................................................14 3.1 By linking with public policy agendas......................................................................................................14 3.2 By linking with existing and projected developments...........................................................................15 3.3 By capitalising on Eastside's existing strengths and distinctiveness.................................................. 20 3.4 With the help of strategic public sector guidance..................................................................................20 3.5 What Could go Wrong? .............................................................................................................................20 4. What Needs to be Done to Realise the Plan? ...............................................................................................23 4.1 There should to be joined up thinking and continuity across the City.............................................. 23 4.2 BCC should use its planning 'power' strategically..................................................................................24 4.3 The public realm should be improved.....................................................................................................25 4.4. Eastside needs nuclei of activity...............................................................................................................26 5. Options for the Eastside Nuclei of Activity ..................................................................................................29 5.1 Overview.......................................................................................................................................................29 5.2 Using themes that have resonance to anchor the Media Quarter.......................................................29 5.3 Option 1: Three Centres.............................................................................................................................32 5.4 Option 2: Hub and satellites......................................................................................................................39 5.5 Option 3: One Multi-purpose Centre......................................................................................................41 5.6 Preferred Recommendation for nuclei of activity..................................................................................42 5.7 Sustainability of the options.......................................................................................................................42 6. Planning the Media Quarter .............................................................................................................................44 6.1 The Three Phases of Development..........................................................................................................44 6.2 Funding the development of a Media Quarter in Eastside..................................................................46 7. Economic benefits of a Media Quarter ..........................................................................................................49 7.1 Overview.......................................................................................................................................................49 7.2 General Economic Benefits of the Creative Industries and Cultural Centres..................................49 7.3 The Economic Value of Creative Clusters..............................................................................................51 7.4 Bridging the Gap with the National Average.........................................................................................52 7.5 Specific Economic Benefits of the Media Quarter................................................................................56 7.6 The Media Quarter will grow the Screen, Image & Sound Cluster.................................................... 58 8. Context of the Parkinson Report ....................................................................................................................60 8.1 Overview.......................................................................................................................................................60 8.2 Economic and cultural diversity................................................................................................................60 8.3 Connectivity..................................................................................................................................................60 8.4 Strategic capacity..........................................................................................................................................61 8.5 Quality of place............................................................................................................................................61 8.6 Delivery.........................................................................................................................................................61 Olsberg|SPI in association with DTZ IN COMMERCIAL CONFIDENCE 2 Feasibility Study for the Development of Eastside as a Media Quarter 12th September 2007 9. Case Studies .........................................................................................................................................................62 9.1 Overview.......................................................................................................................................................62 9.2 Summary Case Study Findings..................................................................................................................62 9.3 Lessons Learned...........................................................................................................................................64 Appendix 1. Build Costs ......................................................................................................................................66 Appendix 2. Benchmarking ..................................................................................................................................72 Appendix 3. Mapping of Eastside ......................................................................................................................83 Appendix 4. Consultation List .............................................................................................................................93 Olsberg|SPI in association with DTZ IN COMMERCIAL CONFIDENCE 3 Feasibility Study for the Development of Eastside as a Media Quarter 12th September 2007 The Brief The Brief Olsberg|SPI and DTZ (the “Team”), have been retained by Birmingham City Council (“BCC”) to undertake a feasibility study into the development of a media quarter in Birmingham's Eastside (the “Brief”). Eastside encompasses 170 hectares of land, spreading out from the city centre in a triangle, bordered by Digbeth High Street in the South, Corporation Street in the North and Watery Lane in the East. Eastside has been the subject of various waves of change and policy initiatives over the past 20 years. While this has resulted in considerable activity