MEDWAY COUNCIL RETAIL NEEDS STUDY CL11788/PW/SPe March 2009 Nathaniel Lichfield & Partners Ltd 14 Regent’s Wharf All Saints Street London N1 9RL T 020 7837 4477 Offices also in: F 020 7837 2277 Cardiff [email protected] Manchester www.nlpplanning.com Newcastle upon Tyne CONTENTS 1.0 INTRODUCTION ..........................................................................................................1 The Study .....................................................................................................................1 Content of the Report ...................................................................................................1 2.0 OVERVIEW OF RETAIL AND COMMERCIAL LEISURE TRENDS............................2 Retail Trends ................................................................................................................2 Leisure Trends..............................................................................................................5 3.0 PLANNING POLICY CONTEXT ..................................................................................8 National Policy..............................................................................................................8 Regional Planning Guidance ......................................................................................14 Local Planning Context...............................................................................................16 4.0 THE SHOPPING HIERARCHY AND CATCHMENT AREA ......................................20 Major Shopping Centres in Medway and the Surrounding Area.................................20 Socio-Economic Characteristics within Medway ........................................................25 Summary and Conclusions.........................................................................................28 5.0 DEFINING MEDWAY’S NETWORK OF CENTRES ..................................................29 The Designation of Shopping Centres........................................................................29 6.0 HOUSEHOLD SURVEY .............................................................................................33 Survey Structure.........................................................................................................33 Food and Grocery Shopping.......................................................................................34 Non-Food Shopping....................................................................................................35 Internet Purchases......................................................................................................42 Town/ District Centre Performance.............................................................................42 Leisure Activities.........................................................................................................43 Key Messages from the Household Survey Results...................................................45 7.0 CHATHAM CITY CENTRE.........................................................................................47 Introduction.................................................................................................................47 Mix of Uses and Occupier Representation .................................................................47 Accessibility and Movement .......................................................................................51 Environmental Quality.................................................................................................52 Summary of Chatham’s Strengths and Weaknesses .................................................53 8.0 GILLINGHAM DISTRICT CENTRE............................................................................54 Introduction.................................................................................................................54 Mix of Uses and Occupier Representation .................................................................54 Accessibility and Movement .......................................................................................58 Environmental Quality.................................................................................................59 Summary of Gillingham’s Strengths and Weaknesses...............................................60 9.0 HEMPSTEAD VALLEY DISTRICT CENTRE.............................................................61 Introduction.................................................................................................................61 Mix of Uses and Occupier Representation .................................................................62 Accessibility and Movement .......................................................................................64 Environmental Quality.................................................................................................65 Summary of Hempstead Valley’s Strengths and Weaknesses...................................66 LON\R11727-008 (Final Report) 10.0 RAINHAM DISTRICT CENTRE .................................................................................67 Introduction.................................................................................................................67 Mix of Uses and Occupier Representation .................................................................67 Accessibility and Movement .......................................................................................70 Environmental Quality.................................................................................................71 Summary of Rainham’s Strengths and Weaknesses .................................................72 11.0 ROCHESTER DISTRICT CENTRE............................................................................73 Introduction.................................................................................................................73 Mix of Uses and Occupier Representation .................................................................74 Accessibility and Movement .......................................................................................76 Environmental Quality.................................................................................................77 Summary of Rochester District Centre’s Strengths and Weaknesses........................78 12.0 STROOD DISTRICT CENTRE ...................................................................................80 Introduction.................................................................................................................80 Mix of Uses and Occupier Representation .................................................................81 Accessibility and Movement .......................................................................................83 Environmental Quality.................................................................................................84 Summary of Strood District Centre’s Strengths and Weaknesses .............................85 13.0 THE NEED FOR NEW RETAIL DEVELOPMENT .....................................................87 Introduction.................................................................................................................87 Methodology and Data................................................................................................87 Population and Spending............................................................................................88 Existing Retail Floorspace ..........................................................................................91 Existing Spending Patterns 2008................................................................................91 Quantitative Capacity for Additional Convenience Floorspace...................................94 Quantitative Capacity for Additional Comparison Floorspace ....................................97 The Qualitative Need for Retail Development ............................................................99 Occupier Demand.....................................................................................................103 Conclusions ..............................................................................................................104 14.0 THE NEED FOR COMMERCIAL LEISURE / OTHER TOWN CENTRE USES.......106 Introduction...............................................................................................................106 The Potential for Leisure and Entertainment Uses ...................................................106 Conclusions on Commercial Leisure ........................................................................116 15.0 SCOPE FOR ACCOMMODATING GROWTH .........................................................118 Floorspace Projections .............................................................................................118 Accommodating Future Growth ................................................................................119 Potential Development Opportunities .......................................................................121 Evaluation of Potential Development Sites...............................................................122 16.0 CONCLUSIONS AND RECOMMENDATIONS........................................................123 Meeting Shopping Needs in Medway .......................................................................123 Commercial Leisure Development within Medway ...................................................126