CABINET 12/10/2010 FOR INFORMATION
BOROUGH OF POOLE
ECONOMY OVERVIEW AND SCRUTINY COMMITTEE
2ND SEPTEMBER 2010
RETAIL LED REGENERATION SCRUTINY WORKING PARTY:
REPORT OF THE CHAIRMAN, COUNCILLOR MRS DION
- PURPOSE OF REPORT
1.1To report the conclusions and recommendations of the Retail Led Regeneration Scrutiny Working Party.
- BACKGROUND AND SUPPORTING INFORMATION
2.1Following discussion during an Economy Overview and Scrutiny meeting concerns were raised regarding the increasing number of vacant retail premises, particularly in the High Street within the town centre. Consequently Members agreed an area of scrutiny be undertaken to meet the following objectives:
•To improve the level of understanding of how a range of different factors impact on retail performance, including: trends in employment in retail; the impact of parking arrangements and charges on the performance of the town centre; market concessions; environmental issues; skills issues
•To identify target areas for improving retail performance
•To understand the changing nature of retailing, particularly shopping habits amongst consumers and the implications for long term strategy
•To explore the retail potential of the town centre and local/district centres and to identify ways the Council can help maximise that potential.
2.2The Working Party was made aware of National and Regional Policies in placeimpacting on retail and which should be taken account of. These are:-
• National Policy Context
Planning Policy Statement 4: Planning for Sustainable Economic Growth
(a)PPS4 was issued at the end of 2009 and replaces a number of other national policy statements and guidance notes, most notably, PPS6: Planning for town centres and PPG 4: Industrial, commercial development and small firms.
(b)The new PPS4 brings the role of town centres under the umbrella of economic growth recognising the important function that town centres play inshaping where we live and work but as drivers of the local and national economy. In fact a significant amount of the new PPS4 is given over to the role of town centres and the need to promote their vitality and viability as important places for communities. To do this Government wants:
- New economic growth and development of main town centre uses to befocused in existing centres with the aim of offering a wide range of services to communities in an attractive and safe environment
- Competition between retailers and enhanced consumer choice through the provision of innovative and efficient shopping, leisure, tourism and local services in town centres
- The historic, archaeological and architectural heritage of centres to be conserved and where appropriate enhanced to provide a sense of place and a focus for the community and for civic activity
For local planning authorities this means as part of the economic vision for an area they need to set out a strategy for the management and growth of centres (see Core Strategy section below).
• Regional Planning
Emerging Regional Spatial Strategy
(a)The draft RSS for the South West identifies both Poole and Bournemouth town centres as important sub-regional centres. The strategy for realising the economic potential of SE Dorset is focused on enhancing their roles and in particular delivering Poole's Twin Sails Regeneration Area.
(b)Policy HMA 7: Bournemouth and Poole HMA specifically identifies that Poole and Bournemouth town centres will support economic growth through expansion of and improvements to retail, cultural, tourism and higher education facilities, office based development and high density residential development.
• Local Vision and Strategy
Sustainable Community Strategy (SCS)
(a)The SCS sets out the vision for Poole with high level objectives including developing a dynamic economy, strengthening communities and promoting a sustainable environment. All of the objectives in one way or another will influence the future of the town centre.
Poole Core Strategy
(b)The Core Strategy sets out the spatial interpretation of the vision for Poole. Within this is 'The Town Centre is transformed to offer an urban experience which is unique to Poole'. This will involve creating a new focus for the Town centre in the form of a public square adjacent to the Dolphin Shopping Centre and Lighthouse, an iconic second Harbour crossing and extensive public waterfronts.
(c)The key outcomes that are sought in revitalising the town centre include, amongst others, creation of a distinctive, attractive and safe urban environment; improved vitality in the Centre in terms of activity levels and the range of attractions/age groups; better quality shops; new public square; and higher share of trips by public transport, cycling and walking. It is from these outcomes that all partners across the town should be aligned to delivering.
(d)Re-positioning the town's retail offer will provide an opportunity to fix some of the ageing infrastructure and provide improvements to public spaces and access by various forms of transport. Retail-led regeneration in Town Centre North is therefore one of the key priorities for the Council and its partners. Retail evidence and known developer interest has established a critical baseline level of around 35,OOOsqm of additional retail floor space both primarily of north and south of the railway line. This assumes that Poole's catchment does not change.
(e)With the focus of increased retail provision and upgrading of the urban environment focused on Town Centre North the retail strategy is also predicated on a change in role for Poole High Street and the approach to retail growth outside of the town centre. For High Street the emphasis shifts to developing its role as a focus for creative industries and independent retailers and the need for environmental enhancements and public art to create confidence and activity in this area. Outside of the town centre retail growth will be restricted to an appropriate scale for the role and function of a centre with no growth in the capacity of retail parks.
3. FINDINGS
3.1 The Working Party has met and considered many factors impacting on and relating to the regeneration of the town centre. Of significant note is the valuable contribution of the Town Centre Management Board whose work is achieving real changes to bring about both a revitalised town centre and an improved, more enjoyable shopping experience. This work is recognised and welcomed by Members of the Working Party.
3.2 The Working Party found that areas of the High Street were of considerable concern to shoppers, visitors and residents who have described it as 'shabby', 'dated' and 'poor' in terms of retail offer. Although there is a need to secure 'big name/brand' retailers, there are barriers to doing so due to the restrictive size of many of its retail units. The Working Party recognises the dichotomybetween needing large retail units to attract important shops to the area, and maintaining small sized units to secure individual and unique retailers who attract the tourist/visitor sector.
3.4 The car parking experience in Poole is a vital aspect of the regeneration of the town centre and any charging levels will have an effect on the number of people who visit the town. The Working Party can find no evidence of any significant relationship between car parking charging and shoppers’ habits in relation to the use of car parks. The Working Party feels that there is an opportunity to think holistically with regard to creating an opportunity to promote a reduced parking charge at, say, the Quay visitors car park, which would be of benefit to both shoppers and tourists.
3.5 The Working Party received a presentation by Grosvenor (specialist developers, investors and fund managers in retail and owners of the Dolphin Shopping Centre) on its plans for the future. Members agreed that Grosvenor's aspirations in view of the important and vital role the Dolphin Shopping Centre makes to the town and surrounding areas would be a significant asset to the town's economic vitality. However this would require a commitment in taking these plans forward and may involve substantial resources by the Council to achieve this in the future. Without the realisation of the Town Centre North regeneration, the Working Party believes there would be little real change and improvement in the long term for both shoppers and visitors/tourists.
3.6 It was brought to the attention of members of the Working Party that the public convenience offer in the town centre is poor and that improvements are needed. Members recognise that there is also a role for both the Town Centre Management Board and local retailers to see if facilities could be improved and, in some cases, use of toilets within shops extended to members of the public, which would improve the shopping experience, particularly for those with specific disabilities/limitations.
3.7 The changing face of retail was recognised by the members of the Working Party especially the increasing use of Internet shopping and the negative impact this will have on retailers across the town centre and local/district centres. This led to the significant finding that, as people have more choice as to whether to shop from home or visit and browse shops, when they do shop in person they are seeking a very positive and holistic experience. This is an area which the Council could utilise to attract shoppers to the town.
4. RECOMMENDATIONS
Economy Overview and Scrutiny Committee is requested to consider the following recommendations for approval:
4.1 That the input and work by all those involved in the Retail Led Regeneration Scrutiny process be acknowledged with thanks.
4.2 That the Council's key policies and objectives, presented in Poole's Core Strategy and the Sustainable Communities Strategy (as detailed in paragraph 2.2), should be re-affirmed as part of the development and revitalisation of the town centre.
4.3 That, whilst the Working Party welcomes these key policies and objectives to revitalise the town centre, it is essential to consider the following recommendations which are in accord with existing policies and which can be achieved in the short term:
(i) There is a need to influence the forthcoming Regeneration Strategy to meet these objectives.
(ii) Connectivity around the town needs to be improved, particularly in thefollowing areas:
- better "joined up" thinking regarding ferry arrivals in the town and the transportation of incoming passengers between the terminal, town centre, accommodation points (e.g Rockley Park) and key destinations.
- Possible modes of transport be explored to continuously loop aroundthe town centre and Quay area for members of the public to catch at strategic points (open top trains etc)
- Informative advertising should be increased and more high profile in car parks and shopping areas about relevant buses, routes, location of stops and times etc.
- Better, preferably interactive, signage within the Town Centre should be implemented to draw people up and down the High Street between the Dolphin Centre and Quay alerting them to facilities/attractions/ amenities ahead together with length of journey/walk e.g. 'You are here' (arrow); Lower High Street - 2 minutes, Poole Quay - 3 minutes etc and to include both the promotion on the Ferry and in the Port and attempt to capture customers/visitors from the Ferry to the Car Parks/Restaurants etc.
(iii) The Council should make every effort to continue its financial support towards the Retail Awards Event to underpin its support to retailers.
(iv) There must be significant improvements in the landscaping and 'experience' for shoppers in the High Street to encourage them to continue their journey/browsing further up and down between the Dolphin Centre and the Quay. Consultation with residents and with members of the Town Centre Management Board and the Tourism Management Board would be essential.
(v) Building on studies done recently there is a need for further market research regarding the profile of shoppers using the town and district shopping centres and to identify shopping needs and gaps in the retail offer. This data should inform the development of medium and long term strategies for retail in the town and district centres.
(vi) The plans and objectives of Grosvenor be seriously revisited with view to initiating work as soon as is feasible and appropriate to revitalise the retail offer in the town.
(vii) Continue the provision of High Street Wardens in the Town Centre that provide visitor information and a security service to continue to improve/enhance the shopping experience.
(viii) The impact on retailers and shoppers of the street market has recently been reviewed and although the market is valued the quality of its appearance and retail offer needs further improvement.
(ix) The Council, particularly through the Portfolio Holder for Protecting Poole's Environment, works to address the issue of inadequate toilet/public convenience facilities and explores the opportunity to work with local retailers to extend their facilities to members of the public with specific needs (e.g. physical disability, pregnancy etc)
(x) The Council, in partnership with the Town Centre Management Board and Tourism Management Board, should encourage traders across the Borough to develop their own Internet shopping web pages that would both improve their sales and promote Poole as a place to visit.
(xi) The Council monitors the impact of current and future car parking charges on the number of cars using the car parks.
(xii) The cleanliness of the town centre and its surrounds are of utmost importance and the status of streets should be monitored continuously to avoid over filling of bins, rubbish collecting on streets and graffiti being left in situ.
(xiii) Poole's Events offer is highly regarded. Some consideration should be given to making use of the town centre and High Street to attract some or parts of some events in an effort to increase the vitality of certain areas, where they may logistically accommodate such events.
(xiv)The following proposals (a) – (e) be accepted as examplar suggestions which the Working Party is recommending for further investigationand progression whilst noting that the Town Centre Manager has limited resources the importance of this work and its “quick wins” is not to be underestimated.
(a)The possibility of encouraging a small hotel in to the High Street. The report mentions Canterbury and the TC Manager said he could relate to pedestrianised streets in the centre of Dublin where there is no doubt that a small hotel has made a great difference to the environment (Day’s Hotel of similar). They had no parking but were near the station and bus station and catered for those without cars. It may well require the demolition of two or more smaller shops, but there is considerable space for expansion to the rear of the properties on the South Side of the street.
(b)Consider allowing a limited number of taxis down the High Street after 6:30pm.
(c)Reduce North Street to a single bus width and remove the railings.
(d)Erect a number of maps of the area showing people where they are with a “You are here” arrow.
(e)With permission of Grosvenor, use the shopping statistic relating to 50% being in the ABC Socio Economic Groups and a disproportionate number of “Affluent Greys”, to approach all the unique boutique and specialist shops within, say 50 miles of Poole with a view to getting them to consider a branch in Poole high Street. This would include Salisbury, Winchester, Dorchester, Shaftesbury, Romsey and Southampton.
5. CONCLUSIONS
5.1 The Working Party has welcomed the opportunity to consider this issue and acknowledges that there are real step changes that could be made, not only by the Council but by Partners, such as the Town Centre Management Board, Tourism Board and Traders, which would bring about significant changes in the town centre. The achievements of all Partners in this respect are welcomed.
5.2 Poole's retail industry is a major contributor to the town's economic viability. The Working Party has learnt that people look for a shopping 'experience' rather than just buying goods when they access shops or markets. Through these recommendations, the Working Party hopes that decision makers and strategists take a pro-active rather than reactive approach to improving the retail experience for shoppers in Poole and is able, in that approach, to cater for people who are looking for high quality goods and products, budget shoppers and those who are looking to browse as part of a leisure experience.
5.3 The Working Party hopes that the Strategic Policies, which are in place, together with the suggestions put forward in paragraph 2.3 above will bring about both the objectives of the Council and also residents, which will bring a sense of place and a focus for the community and for Civic activity, whilst still conserving the historic archaeological and architectural heritage of the town centre.
5.4 The Working Party feels that it is paramount to agree the recommendations set out in this Report to bring about both an improved vitality and viability to the town centre and the Working Party has acknowledged that the objectives set out in the Scrutiny have been achieved through this process.