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LOWER BEBINGTON (CHURCH ROAD)

LOCAL CENTRE

ACTION PLAN

By 2018, Church Road will be thriving like never before. An improved shopping area, providing choice and convenience in retail and services, will be at the heart of the unique offer. Local residents and communities will have contributed to this success, and will be proud to play their part in sustaining improvements and in promoting the Church Road area to increasing numbers of visitors.

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INTRODUCTION What is the purpose of the action plan? This action plan provides a framework for the Council, businesses and the local community in Lower Bebington to work together towards the shared vision for the centre. It belongs to everyone who has a stake in the future of the area. The plan sets out activities and potential improvements which will build on the existing assets of Church Road area to shape the regeneration and management of this local centre. The plan shows how the Council, businesses and the local community will come together to deliver these activities and potential improvements. The many active traders and community and voluntary groups in Lower Bebington have a vital role to play in championing the vision and gathering local support. Part 1 of the action plan sets out what Church Road is like now. Part 2 of the action plan sets out the vision for Church Road. Part 3 of the action plan sets out the work programme which will make the vision for Church Road as a local centre a reality. Part 4 of the action plan provides contact details and further information about those organisations involved in delivering the plan. How has the plan been developed? The Church Road Retail Action Plan builds on the Wirral Town, District and Local Centres Study and Delivery Framework 2011 (“2011 Town Centre Study”) which is a broader strategy for the regeneration and growth of the Borough’s 23 local, district and town centres outside Birkenhead. This in turn updated the Wirral Strategy for Town Centres, Retail and Commercial Leisure produced for the Council by Roger Tym & Partners (“the RTP report”) in 2009. Detailed analysis and consultation work was undertaken in producing the 2011 Town Centre Study, including wider consultation at a strategic level (Core Strategy) and more focused consultation with key stakeholders and traders. The findings and conclusions of this work form the starting point for the Church Road Action Plan. In producing the latest version of the plan further consultation work has been undertaken with key stakeholders and traders in the area, providing the opportunity for their input into the plan. The consultation responses and feedback have been captured within the Action Plan and have informed the key issues identified. How does this document link to other plans and strategies? The Action Plan is related to and should be read in parallel with a number of other strategic planning documents, including the Wirral Unitary Development Plan (UDP) and the emerging Core Strategy. It will also provide an evidence base to inform more detailed aspects of the Local Plan for Wirral, including the proposed Site Allocations DPD and a potential ‘Town Centre SPD’. The Action Plan for Lower Bebington will not be adopted as a Development Plan Document and will remain non-statutory, but it will be used to shape the future of the area and inform the key priorities emerging from the development of the Constituency Plan for Wirral South.

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Further information regarding these documents can be found via the following link: http://www.wirral.gov.uk/my-services/environment-and-planning/planning/local-development-framework/evidence-base

The Church Road Local Centre Action Plan sits alongside the Traders Toolkit which provides helpful information to town centre businesses on a range of issues such as planning and licensing. This publication can be viewed at: www.wirral.gov.uk/my-services/business/investment-strategy/investing-places/town-centres

Statutory Non -Statutory

Core Strategy/ Neighbourhood

Plan (when adopted)

Town Centre Strategy

Town Centre

Toolkit

Town Centre

Action Plans

Site Allocations

Local Plan

Town Centres

SPD

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1. WHAT IS LOWER BEBINGTON (CHURCH ROAD) LOCAL CENTRE LIKE NOW?

This section sets out what Church Road is like now in terms of:

• Identity, sense of place and the streetscene

• Retail and services offer

• Accessibility and transport links

• Local events and marketing activities Theme 1: Identity, sense of place and the streetscene

The Church Road area is a relatively small, yet compact local centre and although dominated by service uses, it appears to be functioning well and generally meeting the needs of local residents. The area benefits from having a clean, green and well maintained physical environment with ample free car parking provision and low vacancy rates. Though the centre appears healthy there are a number of areas that would benefit from enhancement. The most direct pedestrian link between the shop fronts on Church Rd and the car park adjacent to the Civic Centre is devoid of any directional signage and the environment here is generally of poor quality, as it also acts as the servicing area for some of the retail units. There is clearly an opportunity for improvement here, not least improved connectivity and signage between these shops and the car park. With low vacancy levels, there are few areas of inactive frontage, however there are an isolated number of poor quality shop frontages that would clearly benefit from improved maintenance and increased investment. The area benefits considerably from having civic uses in the centre, which draws people in on a daily basis to use the shops and other key services. Theme 2: Retail and services offer The 2011 Town Centre Study identified the centre as being dominated by service uses (67% of the total number of units), the comparison offer running at 15% and convenience provision at 5%. The percentage of units given over to services was significantly above the study average (50%) at the time, with convenience retailing well below the study average of 10%, as was the percentage of comparison retailers (study average of 19%). Vacancy rates (5%) were well below the 12% study average across the borough.

In relation to upper floor uses, the most prevalent use is offices related to ground floor businesses (46%), followed by offices separate to the ground floor business (38.5%). Residential uses and vacant units represented just under 8% of the total. A resurvey in April 2015 suggests that there have been some minor changes to these uses in the intervening period, an increase in the comparison offer (19%), with the convenience offer now representing a mere 3% of the stock. Meanwhile service related businesses remain static at 67%. Convenience retailing is centred solely on a Co-op supermarket and the range of services in the area includes amongst others, an opticians, dental practice, florist, chemists, various hair & beauty salons and a plethora of estate agents. These are complemented by a hot food takeaway, The Chronicle public house and Sunlight restaurant and bar, which help support a limited evening economy. In common with a number of other retail areas in the borough, there are no longer any banks, building societies or a post office in situ.

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Located to the west of Church Rd and behind the shops are an assortment of other key public buildings, which includes a civic hall, library/one stop shop, health centre and former municipal offices, some of which are occupied, some vacant. The 2011 Town Centre Study highlighted that the percentage of vacant units in the area was 5%, which was well below the borough average of 12% at the time. A resurvey in April 2015 has identified that vacancy rates have reduced to less than 3%, which sends out a strong signal as to how well the area is holding up in the present climate. Whilst some upper floor uses include residential and offices, no ground floor units have been converted exclusively into residential uses to date. Theme 3: Accessibility and transport links The Church Road shopping area is highly accessible by public transport and has a large residential catchment of circa 5,900 people within a 10 minute walk of the centre. During the day (Monday to Friday 9.00-5.00pm), the area is accessible by public transport within 30 minutes by 121,000 people, (39% of the borough’s population), and by 134,000 (37% of people in Wirral) on Saturdays. Church Rd lies on a busy main road with a number of main bus routes serving the area, providing excellent direct links to Birkenhead, Bromborough, Eastham, Heswall, New Brighton, Neston and Parkgate. There are also frequent services to Liverpool city centre, Ellesmere Port and Chester via an interchange.

The nearest rail station is located within Port Sunlight village, a 10 minute walk away, providing frequent direct rail services to Birkenhead, Liverpool City Centre, Ellesmere Port and Chester. Port Sunlight Station also provides valuable connections to North Wales and other parts of the network as far as Southport and is one of a number of stations on the Merseyrail network that provides dedicated “Go Cycle” storage facilities for commuters. The Church Rd area comprises a linear parade of shops and whilst no on road parking provision exists, there are ample (125) free car parking spaces available at the rear of shops adjacent to the Civic Centre. This includes 3 dedicated blue badge spaces. Access from the car park to the shops and services is via a passageway that runs between the shops by the service area to the rear of some of the businesses. There are a handful of cycle racks on the footway along Church Road outside the Co-op which demonstrates a desire by some members of the community to cycle to the centre. Theme 4: Local events and marketing activities The Civic Centre complex provides a strong focal point for the community and the facilities on offer currently include a library, One Stop Shop and function/meeting rooms used for a wide variety of activities. These include the provision of adult education classes (Wirral 3L’s), local history lectures delivered by The Mayer Trust, along with a variety of health and fitness related classes. The library facilitates a number of popular initiatives that include Babybounce & Rhyme, Get into Reading, Children’s Reading Group and hosts a Workclub that offers free confidential advice and guidance to help local unemployed people back into the labour market. The building has recently acquired listed status (Grade II), one of only 8 modern libraries in UK to achieve this status. Having opened in 1971, however the building is showing signs of falling into disrepair, which if not addressed quickly could lead to the potential leakage of activities and events to other parts of the borough or ultimately the closure of the building.

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The competitive hire charges of the various function rooms available within the complex does though makes this an ideal venue for a range of community, social and business events throughout the year. There are large areas of green open spaces in front of and adjacent to the civic buildings which appear to be underutilized and which have the potential to be used for one off or seasonal events. 2. WHAT IS THE VISION FOR LOWER BEBINGTON (CHURCH ROAD)? Bebington has a large and relatively affluent residential catchment surrounding the centre and this socio-economic profile continues to provide reasonably strong support for the centre as a whole and its role for key service uses. Although vacancy rates are amongst the lowest in the borough, the centre’s limited retail offer is though a cause for concern and the need to attract a more diverse range of shops (greengrocer, butcher, baker etc) to the area, along with new customers is clearly evident. This is necessary to ensure that the area does not lose shoppers to other competing centres nearby for the day to day shopping of key essentials. The general environmental quality in the centre is good with open landscaped areas, civic buildings and a number of character buildings that help create a strong sense of place. Whilst the public realm is in good condition and the environment generally clean and welcoming, there are a small number of poor quality shop frontages that would benefit from increased maintenance and investment. Lower Bebington is currently designated as a “Traditional Suburban Centre” in the UDP under Policy SH2. The emerging Core Strategy Local Plan lists Church Road as a “Local Centre” in the hierarchy of retail centres proposed in Policy CS25. The boundary of the centre will be designated through a site-specific local plan. The civic hall, library/one stop shop, health centre and former municipal offices are within a Primary Commercial Area on the UDP Proposals Map, the designation of which allows for a similar range of uses to the adjacent traditional suburban centre with the addition of civic and community uses. The aforementioned grassed areas either side of Civic Way in front of the municipal buildings are designated as Urban Greenspace. The Shopping centre and adjoining Civic Centre also lie within the boundary of the Lower Bebington Conservation Area, designated by the Council in February 2014. Pending completion of a dedicated management plan, the policy for Lower Bebington Conservation Area is likely to centre on ensuring that the area’s most significant properties are conserved, whilst all new development in and adjacent to the area is of a character and standard appropriate to the settlement’s special character. The area is well served by public transport and free off road car parking provision at the rear of the civic buildings is plentiful and more than adequate. However there is an absence of directional signage to the car park for first time visitors arriving from the north (New Ferry) and Spital at the southern end. There are occasions when car parking places are at a premium, but this is generally when a number of regular events at the Civic Centre clash with activities taking place at the nearby church hall and with the weekly meeting of the local ramblers group. However this usually clears later in the day. The most direct link to the shops from the car parks for pedestrians is via an alleyway, adjacent to the servicing area for some of the businesses. Not only is there no directional

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signage in place, but the environment in this area is of poor quality and this does not create a favourable impression for first time visitors. Whilst there is a reasonably strong sense of community focus with a number of organisations working for the greater good of the area, there is no formal trader led organisation in existence taking ownership for helping improve business and economic prospects. A couple of recent arson attacks and burglaries within the village has brought the need for greater cohesion between traders sharply into focus. The establishment of a formal traders association could act as a catalyst for this, though there appears to be little appetite for such currently. There are therefore some opportunities to improve the identity of Church Road and to introduce an improved and more balanced offer, by attracting new retailers and users to the village, in order to secure its sustainable future. Local traders/businesses, community groups and residents will all be expected to play a key role in this. Taking all this into account the vision for Lower Bebington is that:

By 2018, Church Road will be thriving like never before. An improved shopping area, providing choice and convenience in retail and services, will be at the heart of the unique offer. Local residents and communities will have contributed to this success, and will be proud to play their part in sustaining improvements and in promoting the Church Road area to increasing numbers of visitors.

3. HOW WILL THE VISION BE DELIVERED? The analysis undertaken as part of the Town Centre Study for Church Road and the work involved in developing the Action Plan have helped identify key issues, objectives and potential interventions, which if implemented can help the area maximise its potential. These are summarised within the delivery plan overleaf:

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Theme 1: Identity, Sense of Place and the Streetscene AIM WHAT WE COULD ACHIEVE

TOGETHER….. HOW WE WILL ACHIEVE IT….. BY WHEN & BY WHOM

Improve the environmental quality of the area to provide for an interesting and active streetscene

A cleaner, greener and more attractive Church Road High quality shop fronts, signage and conversions throughout the centre

Consider establishing a ‘Church Road in Bloom’ campaign – through the introduction of planters /hanging baskets to bring colour to the public realm Identify potential funding opportunities to support this activity (Constituency Fund or grants such as Community First, Your Wirral, Love Wirral) or through donations and sponsorship opportunities Encourage owners/landlords of businesses to ensure their shop frontages are well maintained and “fit for purpose” Promote Wirral Council’s Trader’s Toolkit to help preserve the character of the area Develop a Conservation Management Plan

Local traders/community

groups (by March 2016)

Local traders/community groups

(by March 2016)

Wirral Council/ traders/landlords

(ongoing)

Wirral Council/ traders/landlords

(ongoing)

Local Conservation Society or Advisory Committee

(by June 2016)

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Theme 2: Retail and Services Offer AIM WHAT WE COULD ACHIEVE

TOGETHER….. HOW WE WILL ACHIEVE IT….. BY WHEN & BY WHOM

A more vibrant and sustainable village

A diverse retail offer that can attract and retain customers all year round and resist loss to other areas

Consider the formation of a traders association/lead group to work together on improving the scope and attractiveness of Church Road Existing and new businesses to be more responsive in identifying and meeting the retail needs of the local community i.e. need to attract new niche independents as necessary (baker, butcher, greengrocer etc)

Traders/lead body (by March 2016)

Traders/lead body (ongoing)

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Theme 3: Accessibility and Transport Links AIM WHAT WE COULD ACHIEVE TOGETHER…..

HOW WE WILL ACHIEVE IT….. BY WHEN & BY WHOM

Improve visitors experience of the shopping area

Improve connectivity for shoppers between car park and Church Road businesses Improve signage to car parking areas from either end of Church Rd

Introduce improved signage from the car park to the centre

Introduce environmental improvements to pedestrian route between centre and car park Introduce signage to car parking facilities at key entrance points along Church Rd

Wirral Council (by March 2016)

Wirral Council (by Dec 2016)

Wirral Council (by March 2016)

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Theme 4: Local Events and Marketing Activities AIM WHAT WE COULD ACHIEVE TOGETHER….. HOW WE WILL ACHIEVE IT….. BY WHEN & BY WHOM

Increase visitors and spend to Church Road

A diverse offer in the village - integrating the range of community and civic services to complement the village’s offer

A lively, interesting and useable retail area with improved vitality and providing a better visitor experience for shoppers

Strengthen links between Library/Civic Centre with traders and & other community groups

Introduce of a range of incentives to promote the retail offer- ‘shop local’, loyalty cards etc.

Introduce totem or monolith signage to promote the range of businesses and services on offer in village

Explore opportunities to establish event space for seasonal activities on the areas of greenspace around the civic buildings Proactive use of existing websites and social media to promote community events and activities to encourage linked trips to the area

Facilitate necessary remedial improvements to Library/Civic Centre to ensure continued use of building is secured

Traders/lead body (by March 2016)

Traders/lead body

(by June 2016)

Traders/Community

Groups (by June 2016)

Traders/Community Groups

(ongoing)

Wirral Council (ongoing)

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4. KEY CONTACTS AND SUPPORT

Wirral Council

Neil Mitchell (Regeneration Team) – 0151 691 8423 / neilmitchell@wirral.gov.uk Fergus Adams (Constituency Manager – Wirral South - 0151 691 8428 / fergusadams@wiral.gov.uk The Wirral Events Advisory Group acts as a one stop shop to provide organizers of public events in Wirral with appropriate advice and guidance to enable events to take place safely. Tel 0151 691 8269 or e-mail events@wirral.gov.uk for advice and a free copy of the guide Organising Public Events in Wirral.

Useful websites

Association of Town Centre Management - www.atcm.org 100 Ways - www.100ways.org.uk/ British Retail Consortium – www.brc.org.uk Department for Business, Innovation and Skills - www.gov.uk/government/organisations/department-for-business-innovation-skills Department for Communities and Local Government - www.gov.uk/government/organisations/department-for-communities-and-local-government Design Council www.designcouncil.org.uk/ Sustrans – www.sustrans.org.uk All Council services (including lists of Ward Councillors) – www.wirral.gov.uk

Other local websites and contacts of interest: Wirral 3L’s - www.wirral3ls.co.uk The Mayer Trust - www.themayertrust.org.uk Joseph Mayer Community Partnership – www.jmcp.org.uk