The Oportunity Presented - Now!

For a number of years several projects have been subject to debate, public consultation and feasibility studies. All realistic people accept that to deliver such projects in a political and public arena takes time. However, it is believed that the time is now upon us for these projects to be realised whilst it is within the capacity of the Council to do so. Both public and private funders have indicated a wish to involve themselves with the strategic enhancement of the town. The Council is conscious of its role as the Authority for the county town. Delivery needs now to take priority over debate.

There are eight main issues of delivery and in order to furnish information, the current position in respect of the eight is as follows:

7.1 A new theatre/bus station at Raven Meadows

Levitt Bernstein Associates have completed architectural drawings of the proposed venue based on a specification provided by the Council. It is suggested that both officers and members were impressed by this work which currently remains 'on the table' whilst a location is determined and a final go ahead is given.

Dunedin who entered the debate relatively late are developing a major scheme in respect of a re-development of all properties between Raven Meadows and Smithfield Road and Rous Hill to the Car Park and layover Area which includes the current Raven Meadows Car Park Bus Station the Telephone House and the Riverside Centre. They are in negotiation with relevant landowners with a view to developing the entire envelope to include:

• Retail
• Bus Station
• Car Parking
• Theatre
• Residential

It has been suggested by Dunedin's architect that the Theatre should be located on the Frankwell Car Park in order to enable a theatre to be constructed at an early date. This idea is unlikely to be acceptable in planning terms in view of the visual impact of a theatre on the site, the loss of car parking and flooding issues.

Running concurrently with the suggestion for the Theatre to be located on the Frankwell side of the river emerged the possibility of the new theatre being located on the Gay Meadow. This is potentially a highly attractive site for a new theatre and its development could provide additional town centre benefits through increased public car parking and an attractive riverside setting. However, Alaska have indicated that they will be submitting a planning application for the residential development of Gay Meadow by September.

Recommendations under a. reflect this position.

7.2 Museum Development

Much visionary and excellent work has been undertaken by officers, members, consultants and interested individuals over a number of years to progress a scheme to enhance significantly the current Shrewsbury Museum and Art Gallery and create a major attraction in the Barker Street/West End area.

A sum of £4.2m is included in capital budget for this development to include a TIC and Town Centre Public Conveniences. A grant of £3m from HLF is anticipated in the allocated capital sum and therefore only £1.2m is actually available from SABC budget.

It is fair to say that the scheme to provide a major visitor attraction based on the Shrewsbury Museum and Art Gallery grew well beyond the original brief into a scheme scheduled to cost more than £10m. Whilst the scheme was comprehensive and architecturally significant, it was well beyond the resources the Borough Council was prepared to invest. The HLF has also indicated that it was unlikely to fund the scheme, as it had no focus or major theme.

Recommendations under c. reflect the current position of SABC and offer the opportunity to concentrate on the heritage and history of Shrewsbury and Shropshire and become a county wide museum.

7.3 TIC Relocation

The current provision works under enormous strain, both in space and management terms. The present facility is totally inadequate for much of the year in providing both visitors and residents the service they require. It is also ill equipped to make full use of the potential trading by attracting in excess of 270,000 visitors per annum. This problem needs to be addressed in the context of this report, otherwise it will need to be addressed separately.

Caution needs to be taken in considering the relocation of the TIC out of the Square. Its very presence in the Square is of major economic benefit to business within the Square. It is also at the hub of the historic trading centre of Shrewsbury and at its natural focal point (the Square). TICs over the last 15 years have become the first 'port of call' for visitors arriving in strange towns. The Shrewsbury TIC is also very well used by residents. To move it therefore requires a 'leap of faith'.

Any impact by loss of activity in the Square by the relocation of the TIC will be partly offset by the new use of the Old Market Hall as a truly public focus attraction. It will function both by day and night and generate footfall in the area of the Square to part match that generated by the TIC. The future use of the Music Hall will also influence footfall in the area, as will the regeneration of the Square as the focal point of the town.

If the TIC is to be relocated to Rowley's House, its position will be off-centre and there is a possibility that it will not attract as many visitors as currently. However, this may be counter balanced with the availability of adjacent car parking and a potential coach drop off point for visitors. The relocated TIC will need to be on the ground floor and provide sufficient accommodation for the business expansion of the TIC to meet changing visitor information requirements. The proposals to relocate should also have regard to the draft Shropshire Tourism Strategy which recommends that a comprehensive review be undertaken of the location, operation, funding and presentation of existing TICs in Shropshire and how they can be more effectively linked to the industry.

Recommendations under c. propose this approach as the existence of the TIC at the current Shrewsbury Museum and Art Gallery, to be re-themed as a Shrewsbury/Shropshire Museum, provides a viable critical mass. The development of a coach dropping off point and public conveniences in the immediate vicinity completes the critical mass arrival and departure point for the town.

7.4 Future Use of the Music Hall

The Music Hall is the main cultural/entertainment venue provided by SABC. It provides a 400 seat auditorium (raked and flat) and approximately 100 seat studio cinema (soon to be replaced in the Old Market Hall). The venue also provides four function areas in addition to the main auditorium which can be used for training, meetings, seminars, receptions and small performances. Three of the rooms have adjacent bar/lounge facilities and full technical and catering services are available. Access to all floors is by lift and adapted toilet facilities and an induction loop in the main auditorium enable the Music Hall to cater for most disabled needs. The TIC and both Music Hall/Tourism offices are located on the campus, along with a very limited car parking capability.

Over the years this Council has considered whether or not the Music Hall, with its inherent problem of circulation, management control and capacity, can provide a venue of the stature required by the Borough in the 21^st century. The Council has come to the decision that it cannot and therefore the ongoing use of the facility once the new entertainment facility is operational has to be addressed.

This decision is not easy. However, one thing is absolutely certain, that is that SABC cannot continue to subsidise it as a performing venue once the new entertainment venue is operational. Despite, therefore, the very genuine, committed requests of an interested lobby to retain the facility as a venue, a decision has to be made now - see Recommendation c.1, so that the future use of the Music Hall can be progressed as part of the overall development of Shrewsbury - see Recommendation c.2.

7.5 New Town Centre Public Conveniences

The Council has had an ambition to provide Manned Town Centre Public Conveniences for a number of years. Initially monies were identified in capital programme 1999/2000, 2000/2001 only to be enshrined in the overarching SMAG/TIC/Toilets Development capital allocation in subsequent years. A sum of £300,000 was identified.

Progress with this scheme would allow the closure of Butcher Row Toilets and the site's integration into the overall development at St Alkmund's.

Good quality Town Centre Public Conveniences are a prerequisite for a vibrant visitor economy, as well as serving the local populace. The need for such a provision has not diminished and can be absorbed into the overall development in the SMAG/TIC proposals in this report. The relevant recommendation is enshrined in Recommendation b.2.5.

7.6 The Visitor Economy Strategy

The consultants 'Team Tourism' have been appointed by the Council to prepare a Visitor Economy Strategy and Action Plan. This will be market focussed which optimises resources and identifies priorities. The consultants will also identify a brand image for Shrewsbury.

Discussions with internationally renowned tourism experts have also taken place prior to the engagement of Team Tourism. Initial concepts provided by such experts indicate two major ideas developing, one based on Darwin and one based on a very new concept of interpretation through history. Team Tourism have been made aware of these initial thoughts and will bear them in mind in undertaking their own work. What is likely, however, is that the development of tourism in Shrewsbury will be based on a number of linked venues throughout the town. The recommendations made in this report cater for this scenario, but such developments will require concept design work for a further brief, which could involve additional work to be undertaken by other agencies or individuals.

The role of the Abbey in the evolvement at Shrewsbury needs also to be addressed in any Visitor Strategy. The interpretation of its history and the monastic evolvement in Shrewsbury is a hugely important part of the history of Shrewsbury itself.