Retail Capacity Study Update 2006

White Young Green Planning

Section 7

Potential Future Redevelopment Opportunities and the Emerging Strategy

7.01 The section of the report seeks to build upon the evidence gathered as part of the analysis set out in Section 4 and 5 of this Study. As can be seen from the analysis undertaken within this study, there is anticipated to be significant demand for retail goods (particularly non-food or comparison goods) through to the year 2016. Whilst there has been recent evidence of a slow down in overall high street activity, the forecasts that have been utilised as part of this study allow for cycles of economic growth and recession. Therefore, the conclusions reached with regard to future need for development are not simply based on the significant growth that has occurred in recent years. With this in mind, it is appropriate for Shrewsbury & Atcham Borough Council to pro-actively and positively plan to accommodate the need identified and ensure that the vitality and viability of the town centre within the Borough can be maintained and if not enhanced.

Comparison Goods Shopping

7.02 The survey evidence gathered as part of this study identifies that there is capacity for future comparison goods floorspace of circa 27,500 sq m (net) by 2016 just to maintain current market share. This is a significant amount of floorspace that would need to be accommodated to the year 2016 just to maintain Shrewsbury's market share. However, it is notable that outstanding commitments are identified to absorb identified capacity through to 2011. Significantly, much of this need will be met by the town centre 'Gap site' development, which will improve the town centre retail offer and enhance the vitality and viability of the town centre as a whole.

7.03 Whilst outstanding commitments will meet the identified comparison goods capacity by 2011, it is important that the Council should seek to identify potential sites through to 2016 and beyond to accommodate the surplus capacity. It is important that the identified growth in expenditure is not lost to competing centres and Shrewsbury's market share does not decline. In accordance with PPS6 the Council should seek to identify town centre sites as the first preference followed by edge-of-centre and only then out-of-centre sites that are accessible by a variety of modes of transport.

7.04 With regard to qualitative need, there is a need for additional non-bulky comparison goods floorspace within the town centre in order to compete with centres elsewhere (such as Wolverhampton and Telford) and out-of-centre development. However, WYG do not consider that there is a qualitative need for additional 'bulky goods' retail floorspace within the Borough, given the strong provision currently.

Convenience Goods Shopping

7.05 Our analysis indicates that surplus capacity equates to approximately 1,341 sq m (net) of additional convenience goods floorspace by 2016 (over and above outstanding commitments) in order to maintain current market share. In terms of future convenience goods requirements (food grocery) it is important to note that whilst Shrewsbury contains representation from the four leading supermarket operators, the vast majority of this floorspace is located in out-of-centre locations, resulting in limited 'spin off' benefits for existing retailers/services in the town centre. Accordingly, whilst Shrewsbury Town Centre is identified as a strong non-food shopping destination within the wider sub-region, it is fundamental that the town centre can offer an appropriate choice of convenience goods facilities. Currently, convenience goods provision in the town centre is limited and there is a clear imbalance between existing town centre/edge-of-centre convenience floorspace and out-of-centre floorspace.

7.06 Given the relatively strong representation in this sector, White Young Green consider that the Council must seek to use the 'need' identified to reinforce the convenience goods offer of Shrewsbury Town Centre rather than allowing further major foodstore development in out-of-centre locations which are less accessible by a variety of modes of transport. In seeking to identify potential development sites, the Council must carefully consider opportunities whereby strong linkages can be forged with the established town centre and thereby ensure that any future impact upon the established town centre will be positive rather than negative.

Leisure Facilities

7.07 In terms of future commercial leisure development, it is notable that existing facilities in Shrewsbury are the most popular destinations and participation rates are relatively high for ten-pin bowling and cinema activity.

7.08 Our assessment identifies that existing provision within the Borough appears to meet current and future demand (based on current participation rates and market shares) and therefore there is no overriding need to develop additional commercial leisure provision within Shrewsbury.

Accommodating the Future Growth of Shrewsbury

7.09 As highlighted above, whilst the comparison goods capacity in the short-term (i.e. 2011) will be met by outstanding commitments, the ability for Shrewsbury Town Centre to capture and accommodate the growth in the long-term will prove challenging. Indeed, the recently completed Regional Centres Study (undertaken as part of the emerging West Midlands Regional Spatial Strategy) identifies Shrewsbury as one of the reviewed centres which are most constrained in terms of physical capacity for retail development (along with Stratford-upon-Avon, Leamington Spa, Dudley and Lichfield).

7.10 Having reviewed the town centre's ability to accommodate future retail development, White Young Green acknowledge that potential sites within the town centre are limited, with the main short term opportunity being the redevelopment of the Gap site. As the Gap site will meet short to medium term comparison goods needs in Shrewsbury (i.e. up to 2011) it is important that the Council begin to pro-actively explore opportunities for further expansion of the comparison goods retail offer to meet the need identified beyond 2011. White Young Green are aware that the previous owners (Dunedin) of the Pride Hill Shopping Centre, The Darwin Shopping Centre and The Riverside Mall were considering a number of options for future expansion and redevelopment including the potential redevelopment of the adjoining ex Telephone House site and the Riverside Mall. Indeed, the Borough Submission Core Strategy 2006 identifies that the major town centre development opportunities relate to linking the Darwin and Pride Hill Shopping Centres and the redevelopment of the Riverside Mall (paragraph 4.5.11) and will help meet the Council's objectives of enhancing the vitality and viability of Shrewsbury Town Centre. However, following the sale of the three shopping centres and the ex Telephone House site to Protego (owners) it is evident that there may be some uncertainty, in the short term, as to whether or not the previous owners' plans will be pursued by the new owners. Therefore, it will be important for the Council to engage with the new owners and explore the potential opportunity for expansion in the medium to long term. If it emerges that there is less certainty with the proposed redevelopment of the Riverside Mall and the former Telephone House site then the Council may need to consider alternative options for meeting the needs of Shrewsbury's residents beyond 2011.

Conclusions and Summary

7.11 It is evident from the detailed research undertaken as part of this retail needs study, that there is significant scope for future retail development through to 2016 (primarily comparison goods), which will underpin Shrewsbury's role as a sub-regional centre. However, although much of the identified capacity in the short to medium term will be met by outstanding commitments, Shrewsbury & Atcham Borough Council face a significant challenge in identifying robust opportunities to accommodate the need identified in the long-term in locations that will maintain and enhance the future vitality and viability of Shrewsbury Town Centre. Indeed, Shrewsbury Town Centre cannot afford to stand still in the face of increasing competition from outside of the Borough. The only way in which the town centre can seek to maintain, if not enhance, its market share in the future will be through the expansion of its retail core in accordance with the aims and objectives of PPS6. Although at this stage it is considered that much of the anticipated capacity for additional retail floorspace in the short-term will be met by outstanding commitments, it is evident that significant further work will be required by the Council to ensure that any future development maximises the wider benefits for the town centre and reinforces its role at the heart of the economy within the Borough and the sub-region.