Transforming Trowbridge Masterplan Development Stage One - Scoping and Vision Study Final Report - August 2010 2 TRANSFORMING TROWBRIDGE | Masterplan Development Stage One - Scoping and Vision Study | August 2010 TRANSFORMING TROWBRIDGE Masterplan Development Stage One Scoping and Vision Study CONTENTS Executive Summary 5 1. Introduction 10 2. Understanding Trowbridge 14 3. Stakeholder consultation 41 4. Transforming Trowbridge - the vision 48 5. Transforming Trowbridge - guiding principles 50 6. Transforming Trowbridge - area framework 74 7. Conclusions and next steps 99 TRANSFORMING TROWBRIDGE | Masterplan Development Stage One - Scoping and Vision Study | August 2010 3 Executive summary Introduction © Crown Copyright. All rights reserved. License No. 100022961 This Scoping and Vision Report has been commissioned to inform the development of a masterplan for Trowbridge Town Centre. Trowbridge currently has a number of large vacant sites around the town centre, and has been identifi ed as an area suitable for growth by Wiltshire Council and regional planning bodies. The Scoping and Visioning exercise and the masterplan to follow therefore have a key role to play in shaping the future development of Trowbridge. Understanding Trowbridge A review of Trowbridge was undertaken which included the following aspects: • Strategic context; • Demographics; • Economy; • Shopping; • Legibility; and • Historic context. The key fi ndings of this review are set out on the adjacent page, along with the implications this has for the production of the masterplan. Preferred strategic site option for Trowbridge, Wiltshire Core Strategy 2009 4 TRANSFORMING TROWBRIDGE | Masterplan Development Stage One - Scoping and Vision Study | August 2010 Socio-economic and planning and which spend money on food, fi ne provides an opportunity to help deliver the environment of the core through context wine, clothing, home furnishings, golf, new services and facilities which are seeking to reduce the dominance of gardening and travel. urgently needed in the town. the car in particular parts of the town • There is a need for affordable housing This contrasts with other parts of the (particularly some of the large gyratory in Trowbridge, the masterplan is an town where households tend to have systems around the town centre); opportunity to seek to redress this very low incomes with little money for Historic context, movement & • County Way currently severs the issue; fashion shopping and cheaper clothing property market residential hinterland from the town • The town is a service and is bought from discount stores and centre with limited opportunities administrative centre for the area and supermarkets. The current retail • The town contains a number of listed for attractive and safe crossings is the county town. The town also provision in Trowbridge tends to buildings and areas of original street for pedestrians and cyclists moving performs a strong role and provides provide for the lower end of the patterns and urban grain, therefore the between the areas. The masterplan higher order services and facilities for market with many value retailers. This masterplan should seek to celebrate should look at how to address this towns such as Melksham, Westbury and demographic spread suggests that there the historic assets of the town through issue; may be an opportunity to try to secure Warminster, therefore oppportunities improvements to public realm, and • There are a large number of car parks further middle market retailers to the for Trowbridge should be considered in respect the traditional street patterns in the town centre, but these are not town centre to try to encourage the this context; by working with the historic grain; always easily accessible, well signed more affl uent residents to also come • Trowbridge is relatively self contained • There are a number of large vacant or well used, therefore a strategy to into the town centre; and in terms of commuting patterns (68% sites in the town centre, many of address this should be developed as of residents work in Trowbridge). • Trowbridge has been identifi ed as which have lain vacant for some time part of the masterplan process; an area for housing and employment Therefore there is a need for these and detract from the appearance of • There is a lack of strong leisure and growth in the former RSS and employment uses to be maintained the town centre. The masterplan will evening economy uses in the town emerging Wiltshire Core Strategy. The and further employment opportunities need to consider carefully how best to centre - the large vacant sites in the masterplan will need to appropriately secured through the masterplan develop these sites, what uses would town centre are an opportunity to respond to this requirement by process; be most appropriate and viable and redress this; identifying suitable locations for • Indicators of health such as long if there are any temporary uses that such growth (as set out in the Core • Offi ce stock in the town centre is standing illness, child well being and can be implemented to improve the Strategy preferred options report). poor, and coupled with the often low mortality rates show Trowbridge is one appearance of the town centre in the This growth also provides Trowbridge quality of the environment in the town of the unhealthiest community areas in short term; with the policy framework to secure centre (including lack of evening and Wiltshire; • The historic core of the town centre additional housing and employment leisure uses, cafes, restaurants and bars) contains a mix of both pedestrian • The lifestyle of Trowbridge residents within a sustainable location, and the centre is not attracting new offi ce and car dominated areas. There is varies widely. There are pockets of the scale of development envisaged occupiers; and households which are relatively affl uent therefore an opportunity to improve TRANSFORMING TROWBRIDGE | Masterplan Development Stage One - Scoping and Vision Study | August 2010 5 • There is future retail capacity for © Crown Copyright. All rights reserved. License No. 100022961 comparison retailing (West Wiltshire Retail Needs Study predicts 6,000 sqm net of comparison goods fl oorspace to 2012 rising to around 18,000 sqm net by 2016) in the town centre and there is currently a good mass-mid market retail offer. There is therefore potential to improve this offer through the masterplan process. The study also showed that there is also likely to be capacity for convenience retailing, however the new Sainsburys store in the town centre is likely to take up most of this capacity. Historic core & town centre Gateways Landmarks Pedestrian barrier Perceived non town centre walking route Main approach to centre (pedestrians) Main approach to centre (vehicles and pedestrian) Railway Railway station Legibility and urban character P Parking 6 TRANSFORMING TROWBRIDGE | Masterplan Development Stage One - Scoping and Vision Study | August 2010 Following a review of the current and historic context of Trowbridge (summarised previously) a review Trowbridge will be a vibrant town, providing shops, pedestrian connections and improved bio-diversity of previous planning strategies for services and leisure facilities for local residents in the town centre. New housing in and around Trowbridge was undertaken including and businesses. It will fulfi ll its role as the county the centre of Trowbridge will provide a mix of the Urban Design Framework and town of Wiltshire, acting as a hub for the network types and tenures, including a signifi cant potential early Masterplan. Consultation with of surrounding towns. Acknowledging that for family housing within easy walk of local shops key businesses, Council Offi cers and Trowbridge cannot compete with the retail offer and services. Development in and around the stakeholders in the town was carried of Bath, Bristol or Salisbury it will instead focus on town centre will knit in with the urban grain and out through a series of one to one providing a good core offer which meets everyday character of Trowbridge, protecting and enhancing meetings. All of this work informed the needs. It will attract people by providing this in an its many historic buildings. development of a Vision for Trowbridge attractive environment which is welcoming and as shown in the adjacent box. easy to access. Trowbridge will use the unique opportunity presented by the large number of development The vision has been expanded into fi ve Trowbridge will be the focal point for signifi cant sites around the town centre to become a leading key themes for Trowbridge for which new development including comparison retail, example of a sustainable market town. This will guiding principles were produced. employment, leisure, housing and higher education. include a focus on delivering a sustainable mix The themes and guiding principles are New leisure facilities including a new cinema in of uses, zero-carbon development, local energy summarised overleaf. the centre of Trowbridge will attract visitors to generation and sustainable modes of transport. Trowbridge throughout the day and evening, and New technologies will be embraced to facilitate will be complemented by new restaurants and fl exible and sustainable forms of transport and cafés which will encourage visitors to spend longer employment. in the town centre. Trowbridge will celebrate its location and The new leisure facilities in Trowbridge will be distinctiveness through promoting locally based focused around a revitalised