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7.0 OVERALL CONCLUSIONS
7.1 The table at paragraph 7.3 sets out
the monitoring data for each centre. Non-food market shared
data has been omitted as the HBDWLP monitoring target is a global
figure for all the Borough’s centres. Individual targets were
not set out for each centre. As at 2003 the collective market
shares for all the Borough’s town and district centres amounted to
43.5%. The target set out in the HBDWLP is for a
collective market share of 48.5% at 2011 and was based on an
estimated increase in market share arising from new retail
floorspace planned for Havant Town Centre. This floorspace
has now been constructed, although not all the units created have
been occupied. Until the units have been occupied and a
period of trading consolidation allowed for, usually 6-12 months,
it will not be possible to establish what uplift in market share
has occurred. It is expected that by the middle of 2008 it
will be possible to carry out a Borough-wide household survey which
will provide up-to-date data on market shares.
7.2 A new household survey will also provide
data on changes to market shares for the four district centres
covered in this report. It is expected that the individual
market shares are unlikely to change significantly because as has
been mentioned elsewhere in this report, that apart from Leigh Park
District Centre, none of the other three district centres have any
room for expansion, which would create space for new retail
floorspace. It is more likely that the 2003 market share
figures will remain unchanged except possibly for Leigh Park
District Centre, which is the centre most likely to suffer from
trade diversion arising from the new retail development that has
taken place on the edge of Havant Town Centre.
|
CENTRE
|
CLASS A1
|
VACANCY RATE
PROFILE %
|
PEDESTRIAN FLOWS
+ OR - %
|
RENTAL TONE ZONE A
+ OR - %
|
|
PRIMARY
%
|
SECONDARY
%
|
|
Emsworth
|
60
|
59
|
10
|
-16
|
+14
|
|
Cowplain
|
58
|
46
|
0
|
-10
|
+33
|
|
Mengham/
Gable Head
|
73
|
89
|
7
|
-28
|
+13
|
|
Leigh Park
|
71
|
65
|
18
|
+18
|
-25
|
7.3 This table summarises the monitoring
data so that the quantitative performance of individual centres can
be compared at a glance. It can be seen from the table that
Mengham/Gable Head has the highest proportion of Class A1 shops in
both primary and secondary locations and Cowplain the least.
Leigh Park has the highest vacancy rate and Cowplain the
lowest. Leigh Park has seen the greatest increase in
pedestrian flows at the 100% pitch and Mengham/Gable Head the
greatest reduction. Leigh Park has suffered a fall in Zone A
rental values and Cowplain has seen the greatest rise.
7.4 Some of the monitoring data included
in this report is contradictory. To take Leigh Park for
example, the centre has seen an uplift in pedestrian flows at the
100% pitch but a decline in rents and a stubbornly high vacancy
rate. The stark data set out in the table needs to be
put into context and the following paragraphs include a more
general assessment with suggestions as to how the vitality and
viability of these centres can be improved.
Emsworth District Centre
7.5 Emsworth District Centre has
maintained its role as a small shopping centre with a pleasant
village atmosphere. The shops are well supported by the local
community and additional trade is attracted from tourists,
particularly during the summer months. There are a high
proportion of independent traders relative to local and national
multiples. The Clone Town Britain survey 2005 acknowledged
that Emsworth had fared better than most small towns being rated in
the top ten of 103 “Home Towns” surveyed in England. “Home
Towns” are defined as those retaining the most local
identity. The shops in the centre provide a reasonable range
of comparison and convenience goods and there is also a good range
of banking and financial services. Emsworth is particularly
well known for its extensive range of restaurants, cafes and public
houses which underpin the vitality and viability of its night time
economy.
7.6 In summary 3 of the 5 key
performance indicators show up side trends as follows:
Public Perception
There has been a 46% rise in the public’s
perception of the centre’s food and non-food shopping
facilities.
Vacancy Rate
The vacancy rate of 5% remains well below the
average of 10% for the UK.
Rental Tone
Headline Zone Rents have increased by 14%
within the primary frontage at the 100% pitch.
Two indicators can be considered neutral as
follows:
Retail Representation
There has been a slight fall in Class A1
representation within both the primary and secondary locations.
Pedestrian Flows
A 16% decrease in pedestrian flows at the 100%
pitch. (It should be noted that the WEN for the centre as a whole
showed a slight increase of +0.8%).
7.7 The evidence from this survey shows
that Emsworth continues to be a vital and viable centre.
Local residents rate Emsworth as the best centre in the Borough for
its appearance and character. Its old world charm and village
like atmosphere add to the ambience of the centre. The only
note of concern relates to the level of Class A1 representation
along the primary frontage which has fallen to 60%. This position
now needs to be carefully monitored in relation to the application
of Policy TC6 - Changes of Use - Primary Frontages. The level
of Class A1 representation in relation to secondary frontages will
continue to be controlled by Policy TC7 - Changes of Use -
Secondary Frontages.
Cowplain District Centre
7.8 Cowplain is the smallest of the
Borough’s 4 district centres. It has a small range of
comparison shops and therefore is not considered to be a
significant non-food shopping designation. The centre
provides essentially a top-up shopping role and has a range of
financial and retail outlets which help maintain the viability of
the centre. Previous surveys have revealed signs of improving
economic health and this latest survey confirms this trend.
In summary, two of the performance indicators show up side trends
as follows:
Vacancy Rate
This centre has a zero vacancy rate which is
indicative of the healthy demand for units from retailers and
service sector operators. This is the first centre in the
Borough to have no vacant units available for acquisition or
leasing since the vitality and viability monitoring surveys were
first undertaken in 1999.
Rental Tone
Headline Zone A rents increased by 33% within
the primary frontages at the 100% pitch. This centre enjoyed
the greatest rise in rents and this has a direct correlation with
the vacancy rate indicator.
One indicator can be considered neutral as
follows:
Class A1 Representation
There has been a slight fall in Class A1
representation within the primary and secondary frontages.
Two indicators show a downward trend as
follows:-
Pedestrian Flows
There has been a 10% fall in pedestrian flows
at the 100% pitch.
Public Perception
There has been an 18% decline in the public's
perception of the centre’s food and non-food shopping
facilities.
7.9 This centre continues to improve its
vitality and viability rating. The vacancy rate has fallen to
zero which is extremely unusual. Most UK shopping centres
always contain some vacant units arising from property transactions
and refurbishments. The zero vacancy rate profile has,
however only been achieved by reducing Class A1 retail
representation in the primary and secondary locations. In
fact Class A1 retail representation along the primary frontages has
fallen below the 60% minimum threshold set by Policy TC6 Changes of
Use – Primary Frontages and now stands at 58%. To ensure the
level of Class A1 representation does not fall further the
provisions of Policy TC6 will need to be strictly enforced.
It is not proposed to alter the shopping frontage designations as
this is unlikely to afford any greater protection to the existing
Class A1 retail units.
7.10 The June 2004 report referred
to the environmental problems affecting this centre namely noise,
fumes and traffic disturbance. Despite the improvements being
carried out in connection with the bus priority measures the centre
continues to suffer from the affects of heavy traffic flows along
the A3. As it will be extremely difficult, if not
impossible to raise the centre’s non-food market share thereby
increasing footfall, it is essential that the public areas are
improved. Whilst the implementation of physical improvements
in themselves will not raise market share they will help retain the
existing customer base essential for the continuing vitality and
viability of this centre.
Mengham/Gable Head
7.11 The twin centre continues to provide
a reasonable range of shopping and service facilities for the
residents of south Hayling. The level of Class A1 retail
representation in both primary and secondary locations is the
highest of all the district centres. This is a reflection of
the fact the majority of residents travel off the Island to carry
out their higher level shopping but for those residents who cannot
travel elsewhere or prefer to shop locally, this centre
provides the best opportunity to cater for their needs.
7.12 In summary three of the five key
performance indicators show up side trends as follows:-
Public Perception
There has been a 45% rise in the public’s
perception of the centre’s food and non-food shopping
facilities.
Vacancy Rate
There has been a fall in the vacancy rate and
at 7% remains well below the UK average.
Rental Tone
Headline Zone A rents have increased by
13%.
One indicator can be considered neutral as
follows:-
Class A1 Representation
There has been a slight fall in Class A1
representation along the primary locations but a rise in the
secondary locations.
One indicator shows a downside trend as
follows:-
Pedestrian Flows
There has been a 28% fall in pedestrian flows
at the 100% pitch.
7.13 Due to the physical
constraints imposed by the proximity of residential property in the
centre it is not possible to allocate a site of sufficient size to
accommodate significant retail development which would enhance
retail offer. The main issue for the future of this centre is
the promotion of environmental improvements directed at enhancing
the shopping experience. A successful scheme was completed in
1998 along Mengham Road. The shopping frontages along Elm
Grove could also benefit from similar treatment. This would
help calm traffic movements and provide more space for tree
planting and street furniture.
Leigh Park
7.14 Despite changes in
ownership and initiatives aimed at boosting trade the vitality and
viability of this centre continues to decline. The 2007
survey data which this report uses was collected before the new
retail schemes built on the edge of Havant Town Centre opened for
trade. Therefore the impact of these schemes on Leigh Park
District Centre has yet to be measured. It can be assumed
however that these schemes will have diverted trade from Leigh Park
and further reduced the centre’s economic health.
7.15 In summary four of the
five key performance indicators show downside trends as
follows:-
Public Perception
There has been a 41% fall in the public’s
perception of the centre’s food shopping facilities but a 12%
rise in the public’s perception of the centre’s non-food shopping
facilities representing a 35% decline overall.
Vacancy Rate
The vacancy rate remains high at 18% and is
well above the UK average.
Rental Tone
Headline Zone A rents have fallen by 25%.
Class A1 Representation
There has been a fall in Class A1
representation from 83% to 71% along the primary frontages but a
slight rise along the secondary frontages from 61% to 65%.
One indicator shows an upside trend as
follows:-
Pedestrian Flows
There has been a 33% rise in pedestrian flows
at the 100% pitch.
7.16 The future role of this centre has
been raised in the Leigh Park Strategic Framework, which was
adopted as a Supplementary Planning Document on 26 July 2006.
The following is an extract from para 5.7:-
“It is important to consider the role the
Centre can play in the future of Leigh Park. A
diversification of this Centre so that it comprises a mix of
attractions rather than being mainly a place to shop needs to be
considered.
Reference to “diversification”
implies a reduction of the number of shops in Class A1 use.
This could be achieved by increasing the number of non-retail uses
which could strengthen the viability of the centre by concentrating
the pool of available expenditure on a fewer number of shops.
However there remains resistance to take-up of empty units, despite
the fact there are trade categories where there is lack of
representation. The latest survey shows that there are no
laundrettes, dry cleaners, travel agents or estate agents.
The centre also remains below the UK average for representation by
restaurants, cafes and fast food take aways. Relying on
service sector operators to take-up vacant Class A1 floorspace
still remains an option but this is unlikely to significantly
improve the centre’s vitality and viability or to bring about
redevelopment.
7.17 Leigh Park District
Centre is considered by the public to be the worst performing
shopping centre in the Borough and is in desperate need of
regeneration. (Leigh Park District Centre Public Perception Rating
Table – Background Paper 2/9) It is unlikely that
regeneration will be achieved by amending policies TC7 and TC8 of
the HBDWLP in relation to the shopping frontage designations.
However, if redevelopment can be achieved in the more vulnerable
parts of the centre this will act as a catalyst for the
refurbishment of the more viable areas, namely Greywell.
There is public support for redevelopment as ascertained from the
Core Strategy Issues and Options consultation carried out in August
2006. The majority of respondents were in favour of the
redevelopment of parts of Park Parade (51.5%) with only 3%
against. On the issue of shop numbers 35.7% were in favour of
maintaining the existing number of shops, with 15.8% against.
7.18 The vitality and
viability of the centre is constrained by the extensive inactive
frontages. If the southern side of Park Parade were to be
redeveloped this would enable the centre to be opened up so that
the shops could be seen from Stockheath Road and Dunsbury
Way. Redevelopment of the southern section of Park Parade
would also create the opportunity to provide a bus station and
market square. These initial design solutions were first
explored at an Enquiry By Design event held during the Leigh Park
Creating Quality Places project held in July 2003. These
ideas have now been explored in greater detail by Roger Evans
Associates, who in February 2007 were appointed by the Council to
work in collaboration with the Planning Policy and Urban Design
Team to produce an urban design framework for the centre. A
draft urban design framework was published in October 2007 and is
currently the subject of public consultation.
7.19 In the meantime small
scale schemes will boost public confidence in the centre. Two
schemes are currently underway, a Lidl supermarket on Someborne
Drive and the redevelopment of the Greyhound PH to provide 29 flats
with a bar/restaurant on the ground floor.