Wellington 2020 Setting out a vision for the future of Wellington centre - Report to Wellington Town Council

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Wellington 2020 Setting out a vision for the future of Wellington centre - Report to Wellington Town Council
Wellington 2020
Setting out a vision for the future
of Wellington centre

Report to Wellington Town Council
January 2014
Wellington 2020 Setting out a vision for the future of Wellington centre - Report to Wellington Town Council
OPM                    WELLINGTON 2020: SETTING OUT A VISION FOR THE CENTRE OF WELLINGTON

                       CLIENT                                 WELLINGTON TOWN COUNCIL

                       TITLE                                  WELLINGTON 2020

                       DATE MODIFIED                          DECEMBER 2013

                       STATUS                                 FINAL

                       CLASSIFICATION                         OPEN

                       OPM PROJECT CODE                       9559

                       AUTHOR                                 ROB FRANCIS

                       QUALITY ASSURANCE BY                   EWAN KING, DIRECTOR

                       MAIN POINT OF CONTACT                  ROB FRANCIS

                       OPM
                       252b Gray’s Inn Road
                       London
                       WC1X 8XG

                       Tel:     0845 055 3900
                       Fax:     0845 055 1700
                       Web:     www.opm.co.uk
                       Email:   info@opm.co.uk

                       If you would like a large text version of this
                       document, please contact us

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OPM                    WELLINGTON 2020: SETTING OUT A VISION FOR THE CENTRE OF WELLINGTON

                       Contents

                       Introduction ............................................................................................................... 5
                       About this study ........................................................................................................... 5
                       What’s the national context? ....................................................................................... 6
                       What’s the local context? ............................................................................................ 7
                       Key messages from this study .................................................................................... 8

                       Survey data: main messages ................................................................................. 10
                       Background ............................................................................................................... 11
                       Who responded to the survey? ................................................................................. 11
                       Shopping habits......................................................................................................... 12
                       Comparisons with other towns .................................................................................. 13
                           Town visits ............................................................................................................ 13
                           Town shops .......................................................................................................... 14
                           Town pubs, cafes and restaurants ....................................................................... 15
                           Meeting friends ..................................................................................................... 16
                           Useful services ..................................................................................................... 17
                           Leisure and cultural activities ............................................................................... 18
                           Ease of parking .................................................................................................... 19
                           Pleasant environment........................................................................................... 20
                       Views about Wellington ............................................................................................. 21
                       Events........................................................................................................................ 22
                       Wellington in 2020 ..................................................................................................... 23
                       Main messages from the survey ............................................................................... 24
                       ................................................................................................................................... 25

                       Research & debate .................................................................................................. 25
                       Over-supply of physical retail space ......................................................................... 26
                           Town centre vacancy rates and changing nature of occupancy ......................... 26
                           Retail polarisation ................................................................................................. 27
                       The march of online shopping ................................................................................... 28
                       The expansion of supermarkets into the convenience sector .................................. 30
                       Local forces, drivers and trends ................................................................................ 30
                           The Southwater Development and Telford Town Centre .................................... 30
                           Housing and population growth in Telford & Wrekin............................................ 31
                           The growth of residential development in the centre of Wellington ..................... 32

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                       Learning from other areas ......................................................................................... 35
                           Example One: Incredible Edible ........................................................................... 36
                           Example Two: Bedale Community Bakery........................................................... 37
                           Example Three: Arts and Crafts Community Gallery, Colwyn Bay ..................... 38
                           Example Four: West Norwood FEAST ................................................................ 38

                       The vision and achieving it .................................................................................... 40
                       Retail in 2020 ............................................................................................................ 41
                       Eating, drinking and socialising in 2020 .................................................................... 42
                       Arts, culture and events in 2020 ............................................................................... 43
                       Streetscape and design in 2020 ............................................................................... 44
                       Living in the town in 2020.......................................................................................... 45
                       Community spirit, energy and action in 2020............................................................ 45
                       Practical actions the town council and its partners can take .................................... 46
                           Retail: practical actions ........................................................................................ 47
                           Wellington as a place to spend leisure time and socialise: practical actions ...... 49
                           Streetscape and design: practical actions ........................................................... 50
                           Arts, culture and events in Wellington: practical actions ..................................... 50
                           Encouraging appropriate housing development in the centre: practical actions . 51
                           Building community spirit, energy and actions: practical actions......................... 51
                       Concluding thoughts ................................................................................................. 52

                       Appendix 1 ............................................................................................................... 53
                       Workshop with Wellington Town Councillors: 6th August 2013 ................................ 53

                       Appendix 2 ............................................................................................................... 56
                       ‘Future Farm’ workshop: 12th October 2013 ............................................................. 56

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  1                      Introduction

                         ‘High streets and town centres that are fit for
                         the 21st century need to be multifunctional
                         social centres, not just competitors for
                         stretched consumers. They must offer
                         irresistible opportunities and experiences
                         that do not exist elsewhere. They need to be
                         rooted in the interests and needs of local
                         people, and able to meet the demands of a
                         rapidly changing world.’
                                                      st
                                                   21 Century Town Centres, Action for Market Towns, 2013

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                       About this study

                       What is this document for?
                          This document sets out a vision for Wellington centre in 2020. It focuses
                              specifically on the future functions and prosperity of the centre of Wellington,
                              defined here as the area within and just outside the ring road. As such, it does
                              not purport to be a comprehensive vision for life in Wellington – important issues
                              such as education and skills, health and wellbeing are outside its remit. Rather it
                              is concerned with how the centre of Wellington can respond to local and national
                              trends and pressures in the years ahead.
                          As important as the vision statements are the proposed actions to help make
                              this vision a reality. The intention is that this report at least serves as a starting
                              point for conversations which lead quickly to practical actions.
                          As such, the aim of this document is to move beyond warm words and wish lists
                              towards a vision for Wellington centre which is not only positive but realistic and
                              achievable.

                       What informed the creation of this document?
                          A review of key national studies relating to the future of town centres, including
                              reports by Mary Portas, Bill Grimsey, Beyond Retail and Action for Market
                              Towns;
                          Depth interviews with professionals working locally in retail, housing, economic
                              development and urban design;
                          An online survey of 213 responses, all of whom either lived, worked or studied in
                              the TF1, TF5 or TF6 areas. This survey explored residents current habits,
                              preferences, perceptions and ambitions relating to Wellington and in contrast to
                              other local towns;
                          Workshops and further semi-structured interviews with town council members,
                              local residents and local businesses.

                       What’s the national context?

                          Nationwide, town centres continue to suffer not only the effects of the current
                           economic climate, but also of longer term, systemic challenges relating to
                           changing shopping habits, most importantly out-of-town shopping and
                           increasingly internet shopping. There is an on-going debate about the future of the
                           high street. The Portas Report and other recent studies talk about the need for
                           traditional centres to look beyond retail and embrace other social and cultural
                           functions to remain relevant and vibrant. Some commentators also talk about the
                           need to turn our smaller town centres back into places which feel more like ‘urban
                           villages’, relying less on retail and which encourage more mixed development
                           including housing and small venues for socialising.
                          There are also some exciting and inspiring small business and community-led
                           responses to these challenges. One example is the growth of pop-up shops which
                           can kick-start more sustained revival of high town centres through creative,
                           temporary use of vacant space. As illustrated in the examples cited from other towns
                           later in this report, there are also ways in which local people are increasingly at the

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                                forefront of new forms of regeneration through collective positive action to improve a
                                town. Flashes of this activity is already evident in Wellington – the pop-up shop in
                                New Street, for instance, and from the community, the Peace Garden, H2A events
                                and Clifton projects.

                            What’s the local context?

                               Wellington is experiencing challenges similar to those of many smaller towns,
                                compounded here by the proximity of the regionally-significant shopping
                                destination of Telford Centre. Wellington’s location, population diversity and retail
                                offer makes it better placed to survive and thrive than some other borough towns.
                                Wellington Market is as seen by most people as an asset, although some question
                                whether it fulfils its potential, and likewise we have several independent shops of the
                                sort that a successful market town would expect to host, but as the online survey
                                indicates, local people

                             Wellington has a population larger than any Shropshire town after Telford as a
                              whole and Shrewsbury. The town council area and its neighbouring parishes
                              comprise nearly 20,000 households and 50,000 people. Wellington centre is well-
                              connected by road and rail, and has a large daytime catchment thanks to two large
                              FE colleges. Average incomes in Wellington are lower than in other market towns in
                              the region, but taking its larger population into account, it is clear that the actual
                              number of people with middle and higher incomes is often equal to or greater than in
                              towns such as Newport and Much Wenlock. This message needs conveying to
                              potential business start-ups.

The new Civic Centre
                             Wellington’s buildings and street layout give it the potential to be an attractive,
development on Larkin Way     welcoming town centre where people enjoy spending time with friends and family
                              – at cafes and coffee shops, pubs and restaurants, and small-scale leisure and
                              cultural venues.
                               There is a general sense amongst businesses and local people that quality
                                shops in Wellington are being replaced by less desirable alternatives. The loss
                                of quality independents like Number Eight Books, Wrekin Rambler and Telford
                                Musical Instruments in the last 12 months compounds a feeling of uncertainty, as
                                does the pattern of replacement businesses in some vacant units (e.g. a wallpaper
                                shop to betting shop / a card shop to Cash Converters / Dorothy Perkins to charity
                                shop etc.). There are also positive signs, however, such as the success of the New
                                Street pop-up shop, and also of Francis James, both of which prove there is a
                                sustainable market for a more individual, quality retail offer in Wellington.

                             Perception, appearance and ‘brand’ are topics that have been discussed at
                               length by previous reports, and there have been improvements on several fronts,
                               but too many local people still view Wellington negatively, as the About Town survey
                               results show.
                               Recent developments have laid the foundations for future success and raise
                                questions about how we build on those successes: the new library and civic
                                offices have brought new life to part of the town, but are there ways to maximise its
                                impact? Repaving and shop front restoration programmes have improved the
                                appearance of the town centre, but what more could we do to better present the

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                           town? Residential conversions of upper floors within the principle shopping area
                           were encouraged under the HTI scheme, and we are now seeing more of this
                           development at sites like The Bank on Church Street – should we be wary of this or
                           supportive?
                          Current opportunities need to be seized: Some large sites are currently for sale in
                           the centre of the town (much of Walker Street and the former Arrive depot). These
                           offer significant opportunities to enhance the town both in terms of appearance and
                           function. At present, all the town council or residents can do is react to the plans
                           submitted by others, so what can we do to influence those plans upstream? Should
                           we be talking to the borough council, to architects and developers about these sites’
                           potential?

                       Key messages from this study

                       There will be no ‘magic bullet’ that can solve Wellington’s challenges.

                              Progress on some fronts will demand large scale, strategic action led by Telford
                               & Wrekin Council, such as interventions to actively promote certain types of
                               development on key sites.
                              Potentially just as important, however, will be a series of smaller actions rooted
                               in the ideas, skills and energy of Wellington’s residents and businesses – a
                               more bottom-up approach.

                       Wellington Town Council will need to a lead on both types of activity, proactively
                       working with the borough on strategic issues at one end, and at the other end
                       working to foster new networks amongst residents and businesses, helping to
                       identify and bring together the opportunities and the individuals which lead to
                       new enterprises starting up and new community projects getting off the ground.

                       It is tempting to look at towns like Ludlow with its food offer or Hay with its bookshops
                       and ask ‘what should be Wellington’s one unique selling point?’ But that would be
                       misplaced. Wellington does certainly need to differentiate itself from Telford Centre and
                       from other local towns, but that differentiation is more likely to come from a range of
                       characteristics which make up the whole – rather than one star attraction.

                       Moreover, whilst a stronger, more diverse retail offer will need to part of the mix, retail
                       can only be part of what sustains Wellington centre into the future. Buildings and open
                       spaces need to be maximised to meet other demands as well – demands for other sorts
                       of business activity beyond traditional retailing; for places to eat, drink and socialise; for
                       cultural and leisure time experiences; and for well-designed housing.

                       There is demand and support for more quality independent shops in Wellington
                       centre. The online survey commissioned for this project is evidence of that, as is the
                       success of the Wellington Pop-Up Shop, which has been providing shoppers with a
                       quality, handmade offer that is otherwise under-represented in Wellington today. In the
                       future, decreasing numbers of people will be using Wellington centre to do the bulk of
                       their weekly shopping. It can nonetheless be a popular ‘top-up’ destination, based on a
                       good core of quality independent retailers, as well as continued provision of budget

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                       shopping options. Wellington’s retail brand will have ‘homemade and well-made’ at its
                       core – from bakers to brewers, butchers to market gardeners – and as such, marking it
                       out as distinctive to the Telford Centre offer.

                       A successful Wellington in 2020 will not be one built solely on a revival in retail. A
                       series of recent national reports agree that there is too much retail floor space in the UK,
                       with retailers focusing their attention on the already strong centres (such as Telford and
                       Shrewsbury). Changing consumer shopping habits, most recently online shopping,
                       mean that large sections of our town and city centres will be increasingly unfit for
                       purpose in their current state. As such Wellington, along with many other small and mid-
                       sized town centres, should be prepared to shrink and consolidate its dedicated retail
                       space in the years ahead. The consequences of not doing this may be more empty
                       shops and more low quality shops, which will in turn impact on the attractiveness and
                       viability of the whole town centre.

                       Leisure and hospitality will need to be an important part of a revived Wellington in
                       2020. The centre of the town will need to be a place for socialising, for spending free
                       time with friends and family. The popularity of the Wetherspoons pub in Wellington has
                       proved the demand for daytime eating and drinking in a comfortable environment, and a
                       fuller range of coffee shops, pubs and restaurants need to be encouraged to make the
                       town centre more attractive to more people.

                       Wellington should also seek opportunities to fill gaps in Telford’s arts and cultural
                       offer as a form of differentiation. The ambitious Clifton project would be a major asset
                       in that respect, and the Mythstories Museum proposed for the old library site also has
                       the potential to make a significant contribution to Wellington’s wider cultural offer.
                       Smaller projects to make more creative use of space in the town should also be
                       promoted – from gallery sections within existing shops and cafes to high profile outdoor
                       market events.

                       Residential development should be encouraged in the centre of Wellington. This
                       must be sensitively designed and site-appropriate, contributing to the town centre’s
                       character rather than undermining it. Many Wellington centre buildings have the
                       potential for conversion to residential use:
                              around the fringes of the town centre (as is already happening) in what has
                               previously been commercial or public agency space;
                              on upper floors above shops;
                              on some larger sites within and near to the ring road (e.g. Walker Street,
                               Charlton Street, the former Charlton Arms, High Street).

                       A combination of older people’s housing and apartments aimed at young single people
                       and couples would allow the town to grow a mixed community within the central area of
                       the Wellington. These will mostly be small scale developments – including sensitive
                       renovations of old buildings – with one or two significant developments on larger,
                       previously vacant sites. This growth of residential space would help to make Wellington
                       centre a place that’s busy for more hours of the day and more days of the week.

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      2                     Survey data:
                            main messages

                            Over two hundred people responded to an
                            online survey about their views and experiences
                            of Wellington as it is today. What does that
                            survey tell us?
                            It’s clear from the survey results that there is a huge appetite for more quality
                            independent shops, better cafes, pubs and restaurants, and more events, leisure and
                            cultural facilities / activities in the centre of Wellington. This demand comes from
                            across people of different ages and income levels.

                            As it stands, the town’s offer is viewed less positively than Shrewsbury and Ironbridge
                            on all fronts except the accessibility of ‘useful services’ and ease of parking.

                            Comparison with Telford Centre gives more of a mixed picture – most survey
                            respondents see Telford Centre as stronger on retail offer, but on other fronts it
                            scored similarly to Wellington or worse.

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                       Background

                        An online survey was designed and launched as part of the visioning exercise. The
                          survey was online-only in order to minimise administration and make it possible to
                          conduct within the agreed budget for the work.
                        The survey was open to anyone living, working or studying in either the TF1, TF5 or
                          TF6 areas. For all those responding to the survey, therefore, Wellington centre is the
                          nearest centre to where they live or work/study.
                        The survey was live for three weeks, during which time it was promoted through the
                          local press, social media including Twitter and Facebook, and the town council
                          website.

                       Who responded to the survey?

                        213 responses were received. All survey respondents either lived, worked or studied
                          in the TF1, TF5 or TF6 areas. Almost three quarters (72%) lived in the TF1 area, just
                          over half (53%) in the main part of Wellington itself. Dothill, Shawbirch and
                          Admaston were the areas next-best represented, with 8% of respondents living in
                          each.
                        A quarter of respondents were aged 18-34, a fifth are 35-44, a quarter are 45-54, and
                          a fifth are aged 55-64. Over-65s accounted for 14% of respondents.
                        Over a third of respondents (36%) had household incomes under £30,000. Just over
                         a quarter (29%) had household incomes of between £30-50,000. A fifth (19%) had
                         household incomes over £50,000. 14% said they didn’t know.
                        Nearly half of respondents (48%) had a degree, whilst a further fifth (19%) had higher
                          education qualifications.

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                       Shopping habits

                       More respondents shop online every week than use independent town centre
                       shops.
                        Over a third of respondents use small supermarkets (36%), local convenience stores
                         (35%) and large out-of-town supermarkets (34%) every week. That compares to less
                         than a quarter (23%) report using independent shops every week – fewer than the
                         proportion which shops online every week (29%).
                        This is a stark reminder of the continued growth of online shopping, and the need for
                          independent town centre businesses to harness that power themselves, rather than
                          losing ground to other businesses with a digital profile.

                          Very rarely or            100
                          never                       90
                          Once a year or              80
                          more
                                                      70
                          Once every six
                          months or more              60
                          Once every three            50
                          months or more
                                                      40
                          Once a month or
                          more                        30

                          Once a fortnight or         20
                          more
                                                      10
                          Once a week or
                          more                         0

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                       Comparisons with other towns

                       Town visits

                       Wellington is the most visited town of those listed, followed by Telford,
                       Shrewsbury and Ironbridge.

                        Over two thirds of survey respondents spend time in Wellington centre every week,
                         either because they live or work there (39%) or because they make a visit (30%).
                        These figures were much lower for other local towns: only a minority visit Telford or
                          Shrewsbury weekly or even fortnightly. It is more common for respondents to visit
                          Shrewsbury and Telford Centre between once a month and once every three
                          months (52% and 50% respectively).
                        Most respondents report hardly ever or never visiting Oakengates (53%), Shifnal
                         (71%), Madeley (78%) and Dawley (86%).

                               100.0
                                                                                        I visit very rarely or never
                                90.0
                                80.0
                                                                                        I visit once a year or more
                                70.0
                                60.0                                                    I visit once every 6 months
                                50.0                                                    or more
                                40.0                                                    I visit once every 3 months
                                30.0                                                    or more

                                20.0                                                    I visit once a month or more
                                10.0
                                                                                        I visit once a fort-night or
                                  0.0                                                   more
                                                                                        I visit once a week or more

                                                                                        I live or work in this town
                                                                                        centre

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                       Town shops
                        The great majority of respondents are positive about the shopping offer in
                          Shrewsbury (91%) and in Telford Centre (77%).
                        Of those familiar with Ironbridge and Newport, over half are positive about the
                         shopping offer in those towns.
                        Only a quarter of respondents are positive about the shopping offer in Wellington.

                                 100
                                   90
                                   80
                                   70
                                   60
                                   50
                                   40
                                                                                               Don't know
                                   30
                                                                                               Negative total
                                   20
                                                                                               Positive total
                                   10
                                    0

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                       Town pubs, cafes and restaurants

                       Wellington is seen more favourably than Telford Centre, but less favourably
                       than Shrewsbury and Ironbridge.
                        The great majority of respondents are positive about the cafes, pubs and restaurants
                          on offer in the centre of Shrewsbury (87%) and Ironbridge (71%).
                        A narrow majority of respondents (57%) are negative about the cafes, pubs and
                          restaurants in Wellington, compared to 39% who are positive. This is a better
                          response than for Telford Centre, which only 29% of respondents consider to have a
                          very good or quite good food & drink offer.
                        Most respondents were not familiar enough with the other towns to comment. Of
                         those who were, however, majorities were positive about cafes, pubs and
                         restaurants in Shifnal and Newport, and negative about those in Oakengates,
                         Madeley and Dawley.

                                 100
                                   90
                                   80
                                   70
                                   60
                                   50
                                   40
                                   30                                                         Don't know
                                   20                                                         Negative total
                                   10                                                         Positive total
                                    0

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                       Meeting friends
                        The great majority of respondents are positive about Shrewsbury as a place to meet
                          up with friends (88%). Around two thirds of respondents were positive about
                          Ironbridge (64%), with almost a third not knowing enough to comment.
                        Wellington and Telford Centre scored very similarly to each other, with a near even
                         split between positive and negative responses in both cases.
                        Fewer than half of respondents knew the other towns well enough to comment. Of
                          those who did, majorities were positive about Shifnal and Newport, whilst majorities
                          were negative about Oakengates, Dawley and Madeley.

                                 100
                                  90
                                  80
                                  70
                                  60
                                  50
                                  40                                                        Don't know
                                  30                                                        Total negative
                                  20                                                        Total positive
                                  10
                                   0

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                       Useful services

                       Wellington scores well as a place to find useful services
                        Almost all respondents (95%) were positive about Wellington as a place to find
                          ‘useful services’ (indicated in the survey as referring to banks, post offices etc).
                        Telford (84%) and Shrewsbury (83%) also scored highly.
                        Ironbridge received the most negative response, 43% judging it not very good or
                          poor, against just 4% who were positive.

                                 100
                                  90
                                  80
                                  70
                                  60
                                  50
                                  40                                                             Don't know
                                  30                                                             Negative total
                                  20                                                             Positive total
                                  10
                                   0

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                       Leisure and cultural activities
                        Over three quarters of respondents (77%) were positive about Shrewsbury’s leisure
                         and cultural offer, and almost half (48%) were positive about Ironbridge. In both
                         cases, these proportions are much higher when the ‘don’t know’ responses are
                         taken out of the equation.
                        A slim majority of respondents were positive about Wellington rather than negative.
                        For Telford Centre, there were more negative than positive responses – 62%
                          compared to 28%.The same was true of the other towns.
                        Some respondents objected to the conflation of ‘leisure and culture’, as they felt that
                          whilst Wellington has a relatively good record on leisure, it has much less to offer
                          around culture, which they felt this question masked.

                                100

                                  90

                                  80

                                  70

                                  60

                                  50

                                  40                                                           Don't know
                                  30                                                           Negative total
                                  20                                                           Positive total

                                  10

                                   0

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                       Ease of parking

                       Eight out of ten respondents are positive about ease of parking in Wellington
                        The great majority of respondents were positive about the ease of parking in
                          Wellington centre (83%). Of those who were familiar with Oakengates (almost two
                          thirds of respondents), a similar proportion were positive about ease of parking in
                          that town centre.
                        The response was slightly less positive for Telford Centre, at 76%.
                        In the case of Shrewsbury, Shifnal and Ironbridge, there were more negative than
                          positive responses amongst respondents who knew those towns.

                                100
                                 90
                                 80
                                 70
                                 60
                                 50
                                 40                                                            Don't know
                                 30                                                            Negative total
                                 20                                                            Positive total

                                 10
                                  0

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                       Pleasant environment

                       Most respondents do not feel that Wellington has a pleasant environment.
                       Respondents are much more positive about Shrewsbury, Ironbridge and
                       Newport, but fewer are positive about Telford Centre.

                        Over 90% of respondents were positive about Shrewsbury as a pleasant place to
                         spend time, and over 80% were positive about Ironbridge.
                        Only around half of respondents felt familiar enough with Newport and Shifnal to give
                         answers, but of those who did, strong majorities were positive about those centres
                         as places to spend time.
                        A slim majority of respondents were negative about Wellington (58% compared to
                          42%).
                        Telford Centre scored less well than Wellington; two thirds (66%) were negative
                          about how pleasant it felt to spend time there, compared to a third (32%) who were
                          positive.
                        Of those who knew Oakengates, Madeley and Dawley, strong majorities were
                         negative about how pleasant those centres felt.

                                100
                                  90
                                  80
                                  70
                                  60
                                  50
                                  40                                                        Don't know
                                  30                                                        Negative total
                                  20                                                        Positive total
                                  10
                                   0

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                       Views about Wellington

                       Respondents were asked about the extent to which they agreed or disagreed with a
                       series of ten statements about Wellington.
                        The majority of respondents (71%) agreed with the statements that ‘Wellington
                          Market is a great place to wander round’; that Wellington’s shopkeepers are friendly
                          and helpful (63%); and that Wellington is a good town for shopping on a budget
                          (60%).
                        Opinion was much more divided on the statements that Wellington has a good
                         community feel (45% agree, 33% disagree); that is has lots of character (44%
                         agree, 30% disagree); and that the town hosts some great events (40% agree, 30%
                         disagree). In each case, between a fifth and a third of respondents were not sure or
                         had mixed views.
                        To the statement ‘it’s a great place to meet up with friends’, there were more negative
                          responses (41%) than positive responses (27%), and again, a large minority did not
                          answer either way (29%).
                        The lowest level of agreement was with the statements that Wellington is a great
                          place to shop for quality food and drink (23% agreed); that it’s a great place to shop
                          for gifts (11% agreed) and that it ‘has everything I’d expect from a market town’
                          (20% agreed). This demonstrates that for most respondents, Wellington is failing to
                          live up to its market town brand.

                           Don't know           100
                                                 90
                                                 80
                                                 70
                           Disagree total        60
                                                 50
                                                 40
                           Neither agree         30
                           nor disagree          20
                                                 10
                                                  0
                           Agree total

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                       Events

                       Respondents were asked what sort of events they would like to see more of in
                       Wellington, what sort they thought there were already enough of, and which wouldn’t
                       interest them.
                        Over 80% of respondents wanted to see more specialist markets and fairs (86%),
                         and film screenings (82%). In both cases, about half of those respondents wanted to
                         see a lot more.
                        Between two thirds and three quarters of respondents wanted to see more concerts
                          (74%); more heritage events (72%) and more theatre performances (69%). Half
                          (51%) wanted to see more guest talks and lectures.

                          Don’t know /           100
                          don’t have an
                                                  90
                          opinion
                                                  80
                          These wouldn't
                          really interest me      70
                                                  60

                          I think it’s fine as    50
                          it is                   40
                                                  30
                          I would like to see     20
                          some more
                                                  10
                                                    0
                          I would like to see
                          a lot more

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                       Wellington in 2020

                       Respondents were asked to imagine Wellington as it might be in the year 2020, and to
                       indicate what they personally would like to see more or less of in Wellington town centre,
                       compared to how things are today.

                        100
                         90
                         80
                         70
                         60
                         50
                         40
                                                                                            Don’t know / don’t have an
                         30                                                                 opinion
                         20                                                                 I would like to see fewer /
                                                                                            less
                         10
                                                                                            I think it’s fine as it is
                           0
                                Shops & stalls selling local produce…
                                Attractive, well-maintained buildings…

                                Well-designed housing above shops…

                                                        Charity shops
                                                      Discount stores
                                                 Good quality events

                                                           Car parking
                                                 Hotel accomodation
                                         Good pubs and restaurants

                                                        Betting shops
                                             Big name supermarkets
                                    Good quality independent shops

                                        Nice cafes and coffee shops
                                Places to socialise and meet friends
                                Outdoor markets, fairs and festivals

                               Good quality leisure / cultural facilities

                                                                                            I would like to see some
                                                                                            more
                                                                                            I would like to see a lot
                                                                                            more

                        The vast majority of respondents wanted to see more quality independent shops
                          (98%), more shops and stalls selling locally-made products (95%), more nice cafes
                          and coffee shops (90%), and more good pubs and restaurants (85%). In each case,
                          most respondents wanted to see ‘a lot more’.
                        Respondents also demonstrated a strong desire for an increase in attractive
                          buildings and public spaces (94%), more good quality events (92%), more places to
                          socialise and meet friends (90%), more outdoor markets, fairs and festivals (90%),
                          and more good quality leisure and cultural facilities (82%).
                        Almost three quarters of respondents (73%) wanted to see more well-designed
                          housing above shops or on vacant town centre sites. Over two thirds of respondents
                          (68%) wanted to see more hotel accommodation in the town.

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                        When it came to big name supermarkets, most respondents (59%) thought the
                         current provision was ‘fine as it is’. A fifth (21%) wanted to see more in the centre –
                         the same proportion that wanted to see fewer (19%), demonstrating the divided
                         opinions that exist on this issue.
                        There was a relatively small difference between the proportion of respondents who
                          wanted to see more car parking (53%) and those who thought current provision was
                          fine as it is (44%).
                        Around half of respondents (54%) wanted to see fewer discount stores, whilst a third
                          (34%) thought it was fine as it is.
                        There was a strong preference against charity shops and betting shops; in both
                          cases, 80% of respondents wanted to see fewer in the centre of Wellington in future.

                       Main messages from the survey

                       Against most of the measures given, Shrewsbury and Ironbridge scored more highly
                       than Wellington, the key exceptions being ease of parking and access to ‘useful
                       services’, where Wellington was viewed more favourably. Comparison with Telford
                       Centre is more variable – as a place to spend time, and a place to visit pubs, cafes and
                       restaurants, Telford Centre scores similarly to Wellington or lower. A large proportion of
                       respondents did not know the other local towns well enough to give views on them, but
                       where they did, Shifnal and Newport generally scored more favourably whilst
                       Oakengates, Madeley and Dawley scored less favourably.

                       Most respondents held a low opinion of the shopping, eating and drinking offers in
                       Wellington, compared to Shrewsbury and Ironbridge in particular. Opinion was more
                       divided over the leisure and cultural offer in Wellington, and its events. Looking ahead to
                       Wellington in 2020, there is an overwhelming desire for these things to be improved,
                       with more quality independent shops, better cafes, pubs and restaurants, and more
                       events, leisure and cultural facilities / activities. Respondents showed a big appetite for
                       more events in the centre of the town. There was overwhelming support for more
                       specialist markets, fairs and festivals, and more film screenings, which more than 8 out
                       of 10 people wanted to see.

                       Respondents do not have expectations of Wellington as a solely commercial centre in
                       the future – there is high support for more (good quality) housing to be built in the centre,
                       either above shops or on vacant sites. Most people would also like to see hotel
                       accommodation in the town.

                       Car parking is an area where Wellington already scores highly with respondents,
                       compared to other towns. When asked about desires for the future, the majority in favour
                       of more parking was much slimmer than for the other local features listed – almost as
                       many thought it was ‘fine as it is’.

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        3                      Research &
                               debate

                               CHAPTER SUMMARY

                        The future of Britain’s traditional town centres
                        has been a hot topic in recent years. The
                        Government-commissioned report by Mary
                        Portas has been followed by reviews from retail
                        expert Bill Grimsey, Beyond Retail and Action
                        for Market Towns, amongst others. What do
                        those reports tell us about the trends that
                        Wellington has to be prepared for and what the
                        town might do to respond?

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                       Over-supply of physical retail space

                       Commentators agree that existing levels of physical retail space cannot be sustained
                       into the future. The economic downturn has only served to expose what is a longer term
                       issue, caused by changing shopping habits and the response of big retailers to focus
                       their energy on the strongest centres.

                       Town centre vacancy rates and changing nature of occupancy

                       Data collected nationwide during the first half of 2013 found that town centre vacancy
                       rates are running at an average of 14% in England. The figure is generally lower in the
                       South, and higher in the North and Midlands. The picture in Wellington closely reflects
                       the national average – as of Autumn 2013, approximately 13% of ground floor
                       commercial premises in the central area of Wellington (i.e. within the ring road) were
                       vacant.

                       As the Grimsey Review highlights, however, relatively stable vacancy rates in many
                       towns can mask a more serious issue, which is the occupational change in churn,
                       business type and perceived quality. The table below shows the highest ‘risers and
                       fallers’ in the top 500 British town centres 2012.

                                                                                              1
                       Example occupational net changes in top 500 GB town centres in 2012

                       RISERS                             UNITS       FALLERS                     UNITS

                       Charity Shops                      +174        Women’s clothing            - 264

                       Pawnbrokers                        +128        Recruitment agencies        - 210

                       Convenience stores                 +113        Computer games              - 187

                       Cheque cashing                     +64         Card and poster shops       - 184

                       Nail salons                        +106        Toy shops                   - 119

                       1
                           The Grimsey Review, 2013, p9

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                       What does this mean for Wellington?

                       Grimsey’s analysis resonates in Wellington. Whilst the town has more vacant properties
                       than would historically have been the case, Wellington is performing slightly better
                       than the national average, and slightly better than the regional average. An arguably
                       bigger issue impacting negatively on business and customer perceptions of the town is
                       the reduced range and quality of the offer across those units which are occupied.

                       Like most other town centres, Wellington should be prepared to reduce the level of
                       retails space and proactively plan for alternative uses to be extended. Specifically, this
                       could mean:
                        Encouraging a concentration of retail in the very centre of the town (e.g. New Street,
                          Market Square & off-shoot streets, Market Street)
                        Encouraging outlying retail businesses into this central area
                        Proactively planning for other commercial functions (hospitality, workshop space,
                          office space etc.) in other parts of the centre

                       Retail polarisation

                       As highlighted in the Beyond Retail report, multiple retailers are increasingly selective
                       about where they locate. This means that ‘the strong centres are getting stronger,
                       providing a complete retail and leisure experience for today’s consumer’. Equally, at the
                       other end of the retail spectrum, many local and neighbourhood centres have fared well,
                       providing a convenience offer and satisfying the day to day retail needs of very local
                       populations, often anchored by a major supermarket convenience store (e.g.
                       Sainsbury’s Local or Tesco Express). Against this backdrop, it is medium sized towns
                       that are hit hardest.

                       ‘The middle ground towns are being squeezed —
                       often leaking trade to the more dominant centres
                       and having lost a number of multiples and anchor
                       units during the recession… Historically, such towns
                       have had a reasonably large comparison shopping
                       function. Now, demand from multiples is weak and
                       the space offered is often of the wrong size and
                       configuration, and in the wrong location to meet
                       today’s retailer requirements.’2

                       2
                           Beyond Retail: redefining the shape and purpose of town centres, November 2013, p18

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                               What does this mean for Wellington?

                                      This process described above has been very visible in Wellington, beginning in the
                                       80s and 90s as stores like Comet closed their Wellington branches and relocated to
                                       new Telford Centre units, but it has accelerated in recent years. This is not merely a
                                       short term impact of the economic downturn – the likes of Dunelm and WHSmith are
                                       unlikely ever to return, at least in large premises.
                                      This national trend reminds us, should we be in any doubt, that a revival in
                                       Wellington’s fortunes will not come from attracting major national brands into large
                                       units.
                                      The growth of the convenience sector and ‘click and collect’ in the years ahead may
                                       provide a route for some of national brands to establish a foothold in the town, but in
                                       smaller units than would have been expected in the past.
                                      This suggests that some of Wellington’s biggest post-war retail units (e.g. the former
                                       WHSmith building) will be increasingly difficult to let in future, at least for retail uses.

                               The march of online shopping

                                One of the recent Local Data Company reports on retail patterns summed up one
                                 major trend in its title: ‘From bricks to clicks’. Online shopping is growing a pace, and
                                 will continue to do so in the next decade, inevitably reducing the need for (and
                                 commercial viability of) physical shopping space.
                                This will impact on larger city centres and retail parks, as well as smaller centres like
                                  Wellington. Already, we are seeing the impact on big retailers like Tesco, who are
                                  now building very few out-of-town ‘mega stores’ like Tesco Extra on the Wrekin
                                  Retail Park – as they know these will become less and less cost effective in the
                                  years ahead.

                               ‘Soon the physical store will be only one of the
                               channels that a retailer will deploy. The size of
                               physical retail will shrink considerably over the next
Amongst Wellington Online
                               10 -20 years. Online shopping will account for 25-
Survey respondents, more       35% share of the wallet by 2020, with predicted loss
people shopped online once a
week than shopped at town      of 4000 retail stores by 2015’ 3
centre independents.

                               3
                                   ConLumino study on high street sales, cited in The Grimsey Review 2013, p17

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                       What does this mean for Wellington?

                        Like the growth of out-of-town retail, online shopping presents new forms of
                          competition for town centre businesses to cope with. The key difference,
                          however, is that online shopping can also be harnessed as an opportunity. The
                          internet is allowing thousands of small businesses in the UK to raise their profile and
                          build a local consumer following. Moreover, increasing numbers of those businesses
                          are building online shopping components into their websites, so that they can benefit
                          from internet sales just as larger businesses do.

                       ‘Town centres must adapt and take advantage of
                       technology to market the town to drive footfall, and
                       to assist independents and SMEs which might not
                       have the resources or capabilities required to take
                       advantage of ever advancing technological
                       capabilities.’4

                        Within Wellington there are some examples of small retail businesses which
                         are already harnessing the power of online shopping. The Fancy Dress
                         Company and Jayne’s Fishing Tackle, for instance, both have very professional
                         websites where customers can buy from a wide range of stock online. This means
                         that their town centre premises act both as traditional shops at the front and packing
                         / mailing units at the back.

                       ‘Why just go for Wellington when you can go for whole country? If people are local they’ll
                       still come to the shop, and try things on, but the internet widens your catchment. It’s
                       definitely lucrative – I’d say early on our trade was 90% shop and 10% online. Now it’s
                       more like 50/50. We’ve grown both sides the business – if you invest more in the
                       internet then you get carried through your quiet times, like January.’ (Fancy Dress
                       Company, Wellington)

                       In the short term, more small businesses in Wellington need to make better use of
                       social media (Twitter, blogging etc.) to raise their profile and communicate with
                       potential customers. Short to medium term, more also need to invest in building
                       websites which enable online shopping. Most ambitious of all, and longer term,
                       Wellington’s businesses, public services, community groups and individual
                       residents will need to be better networked via the sort of digital infrastructure
                       proposed by the Grimsey Reviews. This would comprise a bottom-up set of Web
                       based, cloud-hosted tools that are standard and easy to use. This will enable
                       retail, services and customers to see each other in real-time, respond to mutual
                       needs fast and become an adaptive, reactive network.

                       4
                           Beyond Retail: redefining the shape and purpose of town centres, November 2013, p10

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                               The expansion of supermarkets into the convenience sector

                                Since the 1990s, one of the biggest developments in retail has been the expansion of
                                  large out of town supermarkets (such as Tesco Extra at Wrekin Retail Park).
                                This growth has now ended, however, and the big supermarket chains have turned
                                  their attention to opening new convenience store outlets (Tesco Express,
                                  Sainsbury’s Local etc).
                                This reflects changing shopping habits since 2008, with the average ‘weekly shop’
                                  shrinking as people retrench to a core grocery shop then top-up as they need do
                                  during the week. The convenience store market is expected to grow from £35 billion
                                  in 2013 to £46 billion in 2018.
                                The economic downturn aside, there is also likely to be a longer term shift away from
                                  big supermarkets as more people shop online and have their ‘big shop’ delivered.

                               What does this mean for Wellington?

                               In common with many towns, Wellington’s shoppers are taken away from the centre by
                               supermarkets. Tesco and Sainsbury’s are located on retail park sites, one in Telford
                               Centre, and whilst Morrisons is more helpfully within walking distance of Wellington’s
                               main shopping streets, it is nonetheless set apart from the main retail area and thus
Whilst out-of-town             does not have a necessarily symbiotic relationship with shops in the centre.
supermarket development
has slowed dramatically, the   In this context, the growth of smaller convenience stores in high streets can be seen as
convenience sector is
                               an opportunity for Wellington centre. A small branch of Tesco or Sainsbury’s, making
growing.
                               use of a relatively large unit and located alongside other retailers in Wellington centre
                               could serve to secure footfall and enable shoppers to do more of their grocery shopping
                               within the centre. This would benefit other nearby businesses in the process.

                               An alternative view is that such a development would negatively impact independent
                               businesses in the centre, absorbing some of their existing custom, whilst not bringing in
                               sufficient levels of additional footfall to make an overall net contribution to those
                               businesses.

                               Local forces, drivers and trends

                               The Southwater Development and Telford Town Centre
                                The redevelopment of Southwater represents a major investment by Telford &
                                  Wrekin Council, and will radically alter the appearance and functions of Telford
                                  Centre.
                                The aim is to introduce bars and restaurants to generate a new evening economy,
                                  and also to bring housing into the centre. Taken together, these developments will
                                  help to make Telford Centre more mixed in its use, beyond 9-5 shopping.
                                As such, Telford Centre in 2020 is likely to be an attractive choice for local people
                                  looking for somewhere to go for an evening out, particularly families with children.

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                                  What does this mean for Wellington?
                                   In a borough which does not have a strong evening economy offer, Wellington
                                     currently benefits from the comparative lack of competition. Whilst the town’s
                                     retailers are competing on several fronts (most notably with out of town stores and
                                     Telford Centre) our pubs and restaurants are competing with other small centres
                                     such as Ironbridge and Shifnal.
 The Southwater Development
 has the potential to radically
                                   The Southwater Development will change that, providing local people with a new set
 improve the offer at Telford        of mid-range hospitality choices in a pleasant environment. So, whilst potentially
 Centre. Wellington centre can       very beneficial for the wider borough and its longer term economic future, the
 offer an attractive and             immediate impact on Wellington may be negative.
 distinctive alternative, but
 only if it raises its game.
                                  ‘Before Southwater was announced, I’d have said Wellington can do well on night time
                                  economy. Southwater may change that, with the new restaurants it will bring, but it still
                                  won’t offer anything on the independent side of things. There is definitely a gap in the
                                  market in Telford & Wrekin which Wellington can fill.’ (economic development
                                  professional)

                                  Wellington’s evening economy offer will need to emphasise its quality, its
                                  character and its distinctiveness if it is to stand up to that competition. We should
                                  actively encourage new hospitality businesses into Wellington.

                                  Housing and population growth in Telford & Wrekin
                                   Telford & Wrekin’s Shaping Places document sets out potential plans for the
                                     development of the borough up to 2030. Telford is identified as a major growth point
                                     within the West Midlands region.
                                   Significant housing growth is planned, although the volume and main locations are
                                     yet to be decided. The middle range figure suggested in Telford & Wrekin’s recent
                                     Shaping Places document would see 26,000 new homes built over the next decade
                                     and a half.

                                  What does this mean for Wellington?
                                   On the one hand, this can be seen as a threat to the character of certain areas within
                                    the borough, including Wellington and its surroundings. In terms of Wellington
                                    centre, however, it presents opportunities, as it will result in thousands of additional
                                    residents to use local businesses, start businesses, and contribute to the life of the
                                    town in other ways.
                                   Wellington businesses need to be ready to attract those new residents into the
                                    town. Already at Ketley, Lawley and Lightmoor, there are thousands of new homes
                                    being built – are those people coming into Wellington? Do they have a positive
                                    perception of the town? Businesses and others need to be proactive in making sure
Telford is set for significant
                                    they do.
housing growth in the next
two decades.

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                                 The growth of residential development in the centre of Wellington
                                  Traditionally, market towns have always included a mix of functions beyond retail.
                                    Look up at many of the older buildings in the centre of Wellington and it’s clear that
                                    they were indeed built to house people – either tradesmen above their businesses,
                                    or as houses in their entirety. In most market towns, houses remain within the centre
                                    and close to businesses – indeed they exist in all Shropshire’s historic towns,
                                    including Shrewsbury.
                                  It is only in Wellington where we have lost the habit of living in the town, due to the
                                                                                     th           th
                                    town’s rapid and relatively late growth in the 19 / early 20 centuries, when retail
                                    (and some other functions) expanded to fill all the available space in what was a
                                    limited central area.
                                  As the need for traditional retail space contracts in the years ahead, it should be seen
                                    as natural and desirable that some of that space is reclaimed for residential use.
                                    Several recent reports on the future of high streets support this point.

                                 What does this mean for Wellington?
                                  This is an opportunity to rebuild a residential community within the centre of
The Bank on Church Street is        the town. This can offer a range of benefits:
the latest town centre
residential development , with
                                    o   Commercially viable means of improving existing period buildings and
others on the horizon.                  redeveloping existing sites
                                    o   Increased ‘guaranteed’ footfall for centrally located businesses, and for more
                                        hours of the day – including parents at home with children, professional people
                                        working from home etc.
                                    o   Increased evening and night time activity, enhancing surveillance of streets and
                                        sense of safety
                                    o   Increased number of people who will treat Wellington centre as their
                                        ‘neighbourhood’ and feel a greater sense of ownership and involvement in the
                                        town
                                  We are already seeing redevelopment around the fringes of the centre, either side of
                                   the ring road, which points to this trend.
                                    o   Portway House was redeveloped in 2011 after the hospice relocated to Apley.
                                    o   Former TWC properties The Mount (Haygate Road), Wrekin Road School
                                        (Wrekin Road) and Highfield House (Wrekin Road) have all been granted
                                        planning permission for conversion into private apartments, and with additional
                                        new housing in the grounds.
                                    o   Further along Church Street, and therefore significant for being more central, is
                                        The Bank development opposite All Saints Church. This development of 24
                                        apartments further points towards the future of housing provision within central
                                        Wellington.
                                  This trend must not go unchecked, however. The town and borough councils
                                    need to ensure that all new residential development is of a high quality design and
                                    contributes to the character and distinctiveness of its location. In architectural style
                                    and tightness of form, development should be expected to make a positive
                                    contribution to the appearance of the town more widely.

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                       Current opportunities for significant residential development

                       Opportunities for residential development in Wellington will often by small-scale and
                       involve rebuilds of individual sites, or conversions of existing property (as at Edgbaston
                       House on Walker Street, for instance). There are, however, some opportunities for
                       significantly sized developments as well. At present, three such sites are apparent and
                       on the market.

                       1. Walker Street: south side and north side
                       The availability of the former library buildings, the former tax office and the large Royal
                       Mail site creates a substantial redevelopment opportunity in Walker Street. The
                       Mythstories Museum plans to move into the library buildings, but the majority of the
                       street has a less certain future. As this image illustrates, the Royal Mail and tax office
                       sites will leave a significant footprint, able to accommodate a large number of homes.
                       Other valuable uses may be proposed, but housing could be one of the most appropriate
                       for this site.

                        Character of the street: as it stands today, Walker Street is fragmented and
                          incomplete, with substantial period buildings (Mid Counties Brokers, Post Office,
                          Edgbaston House, the west portion of the old library) interspersed with the inactive
                          frontages of brick walls and buildings which make less of a contribution to the
                          streetscape. Redevelopment would provide an opportunity to undo existing poor
                          design (such as the tax office), ‘fill in the gaps’ and create a street with a much more
                          coherent, much tighter and more visually appealing urban form.
                        Location of the street: Walker Street lies within the ringroad, a short distance from
                          the shops and amenities, but is itself a quiet street with relatively little traffic or

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