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4.0 COWPLAIN DISTRICT CENTRE
4.1 Cowplain Shopping Centre is located
approximately two kilometres north of Waterlooville Town Centre, on
London Road. The centre has grown since the Second World War
to serve the residential areas which have been developed in the
north of the district. It is the smallest of the Borough’s
four district centres but its catchment area includes parts of
Winchester's and East Hampshire’s outlying parishes.
4.2 The shopping centre is defined as a
district centre in Policy TC1 of the HBDWLP.
All the units in this centre are located on the west side of London
Road between Sylvester Road and Summerhill Road. The centre
contains two supermarkets. The largest is a Lidl Supermarket
which replaced Waitrose when it relocated to Waterlooville Town
Centre in 2001 and a smaller Co-op, located at the northern end of
the centre. Most of the smaller retail outlets in the centre
are occupied by local independent traders offering a range of
comparison and service-sector shopping. In total, the
district centre contains thirty-nine units with a gross floorspace
of 6,841 sq m (75,672 sq ft). Convenience retailers occupy
13% of all units and comparison retailers 46%. Service
units comprise the remaining 41%. As this is a small
centre, there are a number of retail categories
not represented, these being footwear and repair, mens and
boyswear, mixed general clothing, books and crafts, gifts,
china and leather goods, travel agents, jewellers, charity and
pet shops.
Non-Food Market Share
4.3 Cowplain has a very low market share
for non-food shopping. In 2001, its share stood at 0.3% but
rose to 0.5% in 2003. However, statistical error would
account for the relatively large rise recorded, i.e. 56%.
Cowplain’s market share is the lowest recorded of any of the four
district centres. The figure corresponds with its non-food
floorspace which is the smallest of all the centres and stands at
just half the UK average. Cowplain’s non-food market share is
predicted to remain at around 0.5% as this centre is not considered
to be a centre where new, large scale retail development can be
provided in, or on the edge of the centre. As Cowplain is not
considered an important shopping centre for non-food shopping, it
is unlikely to be affected by new retail developments on the edge
of Havant Town Centre.
4.4 Despite its low market share for
non-food shopping, Cowplain’s vitality and viability is underpinned
by its two supermarkets, Lidl and the Co-op. Collectively
these two stores account for 2.3% of all food expenditure generated
in the Borough. It is likely that these stores, particularly
the Lidl store, attract expenditure from outside the Borough.
Both supermarkets generate linked shopping trips which are of
benefit to other businesses in this centre.
Retail Representation
4.5 The primary frontage is located along
three separate and clearly defined parades broken up by two
secondary parades. There are no tertiary frontages in this
centre because of its size and compact nature. This survey
counted 39 units within the district centre as a whole. Of
these, 26 (67%) are located within primary frontages and 13 (33%)
are located within the secondary frontages. This latest
survey has revealed a slight fall in Class A1 retail representation
within the primary frontages. In 2003, 61% of all units were
classified as Class A1 but by 2006 this had fallen to 58%.
Class A1 representation along secondary frontages has also fallen
from 50% to 46%.
4.5 Retail representation by trade category
for the centre as a whole shows convenience retailers over
represented compared with other UK shopping centres. The
floorspace occupied by convenience retailers is also twice the UK
average. This is due to the fact that this small centre
contains two supermarkets which is unusual for a district centre
comprising only 39 units. The Lidl supermarket is mainly
responsible for raising the centre’s base floorspace profile as
compared to the national average.
4.7 For comparison shops Cowplain falls
below the UK average with only 46% of shop occupied by comparison
goods retailers. The comparison floorspace profile is also
poor and is slightly worse than that of the unit profile with only
32% of the total floorspace in comparison use. There are a
large number of small units and these account for the
disparity.
4.8 For service sector uses the centre
contains a high number of catering, financial services and estate
agents. Units occupied by service sectors businesses make up
41% of all units and 28% of all floorspace. The high number
of service sector users is responsible for this centre having no
vacant units when the 2006 survey was untaken. However the
Class A1 figure within the primary frontages now stands at 58% and
therefore contravenes the HBDWLP monitoring target to maintain a
threshold of 60% representation in primary areas. Class A1
representation along the secondary frontages stands at 46% and
therefore meets the HBDWLP
monitoring target to maintain to 40% threshold in secondary
areas.
Proportion of Vacant Shops/Units
4.9 The vacancy rate data included
in this report has been obtained from a field survey conducted on
the 11 July 2006. When the survey was carried out no units
were recorded as being vacant. In 2003 four units were
vacant. For the centre to have zero vacant rate is extremely
unusual and is an indication that the demand for units is
strong. A zero vacancy rate meets the
HBDWLP
monitoring
target for vacancy level profiles to match or beat the UK
average.
Public Perception Rating Scores 2001
and 2003
|
Indicator
|
2003
Score
|
2001
Score
|
%
Changes
+or -
|
|
Range of shops – food
|
6.3
|
7.7
|
-18.2
|
|
Range of shops – non-food
|
0.0
|
0.0
|
0
|
|
Total Combined
|
6.3
|
7.7
|
-18.2
|
4.10 The table above shows that the
public’s perception of food shopping facilities fell by 18.2%
between 2001 and 2003. This is likely to have been caused by
the relocation of Waitrose to Waterlooville Town Centre in 2001
which was a major blow to the fortunes of the centre. As
mentioned previously Lidl re-occupied the unit vacated by Waitrose
and are now well established in this district centre.
4.11 The fact that comparison shops
occupy only 46% of all units, which is well below the national
average profile compared with other UK centres, explains why no
local resident gave this centre a “good” rating for the
range of non-food shops. There are a substantial number of
trade categories not represented in this centre as described in
paragraph 4.2 and this would also help to explain the zero
perception rating score. Cowplain’s residents choose to shop
else where for comparison goods, with almost 50% regularly shopping
in Waterlooville Town Centre and nearly a quarter regularly
shopping in Portsmouth.
Pedestrian Flows
4.12 The 2006 pedestrian
flow counts were undertaken on Friday 28 July and Saturday 29 July
between 10am and 4pm. Counts were undertaken at four
locations within the centre. The weather on Friday was clear,
warm and sunny. On Saturday it was warm with patchy cloud but
it turned cooler in the afternoon with drizzle. The total
weekly equivalent number (WEN) for all locations amounted to 18,038
persons a fall on the 2003 figures of 15%. The highest
pedestrian flow was recorded outside 3/4 Fernwood House (O Sole
Mio) and lowest at 33 London Road (Lidl). Pedestrian flows in
this centre have been declining steadily ever since the first
survey was conducted in 1999. As there was a recorded 10%
decline outside O Sole Mio this contravened the
HBDWLP
monitoring
target which seeks an increase in footfall at the 100% pitch.
Rents
4.13 The average Zone A rent
for premises situated along the 100% pitch (the primary frontages)
is £215 per sq m. The rent increased from £162 per sq m in
2003. This represents a 33% rise and meets the
HBDWLP
monitoring target for Zone A rents to be maintained or increased
along the primary frontages.