6 Economic

6 Economic

6.1 The National Planning Policy Framework requires the planning system to perform an economic role 'contributing to building a strong, responsive and competitive economy'.  A key ambition of the Council's Sustainable Community Strategy is for our workforce to have relevant skills for our future economy.  The Local Plan must seek to deliver the education and job opportunities needed to achieve this ambition.

6.2 The policies in the Local Plan have been developed during a period of economic uncertainty and therefore must be flexible and resilient to deliver the economic development required in a recovering economic climate.  The policies are based on the understanding of the borough's key economic strengths and seek to positively and proactively deliver the sustainable economic growth over the Plan period through Policies ‘ECON 1 Economic growth, employment and enterprise’, ‘ECON 2 Town centres’, and ‘ECON 3 Visitor economy’.

ECON 1 Economic growth, employment and enterprise

Explanation

6.3 Cheshire West and Chester, and the UK economy as a whole, are facing the significant challenges of recovering from the current recession and working towards sustainable economic growth in the longer term. The Council aims to respond positively to these challenges through the growth of new business opportunities and the creation of a thriving and varied economy. To achieve this there is a need to encourage more business start up activity whilst at the same time supporting existing businesses to survive and grow to reach their full potential. Small to medium enterprises make up 99 percent of the economy and are key to future job creation. In addition, large scale inward investment projects will have a significant impact on private sector jobs and economic output. West Cheshire has historically benefited from successful investment from major employers such as General Motors, Bank of America, Essar and Quinn Glass. The borough has particular strengths in advanced manufacturing, automotive, aerospace (given the proximity to Deeside), environmental technologies, oil and chemicals and financial and professional services. Some sectors such as ICT, software and creative industries are under-represented in the borough and could offer opportunities for future growth and development.

6.4 For West Cheshire to remain competitive and to be a location of choice for inward investors, the Council needs to create the right conditions to encourage growth. Supportive and flexible planning policies can drive sustainable economic growth by identifying sites for new business and industrial development in the borough. The approach within the Local Plan is to provide a range of sizes and types of site borough wide, to meet anticipated economic needs to 2030. Existing undeveloped employment land allocations will be reviewed to ensure they remain fit for purpose, are capable of meeting the borough's economic growth aspirations and can be developed within the Plan period. It is essential that there is a sufficient quantity of sites to meet future employment needs. The quality of employment land and sites; their sustainability, accessibility to major transport networks, infrastructure provision and the environmental setting, will be key factors in attracting new investment in the future.

6.5 There are some key employment locations within the borough that have the potential to generate growth that would benefit the wider sub-region. The borough is located between the major urban conurbations of Liverpool and Manchester and on the border with North East Wales. The policy aims to complement existing economic growth strategies for the area including those of the Cheshire and Warrington Local Enterprise Partnership and the Mersey Dee Alliance. Major sites critical to meeting these sub-regional ambitions are identified.  It also aims to support the local economic objectives identified in the borough’s regeneration programmes.

6.6 The borough already has existing business parks and industrial estates which will remain important in maintaining the mix and level of provision of sites and premises in the future. The Council will therefore resist any proposals that would harmfully impact on the quantity, range and choice of employment land and premises available in the area.

ECON 2 Town centres

Explanation

6.7 The National Planning Policy Framework promotes town centres as the preferred location for main town centre uses. Cheshire West and Chester has an extensive network of centres, ranging from the city centre of Chester with its regionally significant retail, heritage and cultural assets, to small rural centres serving the day to day needs of local communities. Our centres are vital in supporting sustainable communities and are the preferred location for town centre uses, including retail, commercial, office, leisure and community facilities. However, they face increasing challenges and if they are to survive and prosper they must be able to adapt and change. Changing retail trends and lifestyles present serious challenges for the high street. Supporting town centre led development and enabling centres to have flexibility to modernise and innovate will better enable them to compete and remain a focal point for a diverse mix of uses.

6.8 Main town centre uses are defined as retail development (including warehouse clubs and factory outlet centres), leisure, entertainment facilities, the more intensive sport and recreation uses (including cinemas, restaurants, drive-through restaurants, bars and pubs, nightclubs, casinos, health and fitness centres, indoor bowling centres, and bingo halls), offices, and arts, culture and tourism development (including theatres, museums, galleries and concert halls, hotels and conference facilities). For the purposes of this policy community facilities are defined as local shops, meeting places, sports venues, cultural buildings, public houses and places of worship.

6.9 The retail hierarchy sets out the network of town centres in the borough based on their role and is confirmed by the 'Cheshire West and Chester Retail Study Update 2013'. It ensures that town centre uses are directed to appropriate locations, to help our centres remain competitive and attractive to both businesses and visitors. Ensuring proposals within centres remain proportionate in scale to the role and size of the centre will help to reduce detrimental impacts on neighbouring centres and discourage unsustainable shopping and travel patterns.

6.10 The 'Retail Study Update 2013' also deals with the future need and requirements for retail floorspace within the borough and where this should be located. This is based on the most up to date population and expenditure forecasts. It is very difficult to forecast retail requirements as far ahead as 2030, so longer term forecasts should be treated with caution, as a guide to the level of future retail floorspace. In addition, the floorspace requirements set out do not take into account extant retail planning permissions which are yet to be implemented. The Council will therefore need to review the retail study periodically up to 2030 to take account of changing circumstances.

6.11 The 'Retail Study Update 2013' shows there is a considerable level of non-food (comparison) retail expenditure available in Chester up to 2030. This will be addressed through the delivery of significant new non-food (comparison) retail floorspace as part of the Northgate scheme within the city centre which has an extant planning permission.

6.12 A major concern for the Council is the steady loss of non-food (comparison) retailing from the city centre, which if allowed to continue unchecked will damage the long term health of the city centre. The 'Retail Study Update 2013' confirms that Chester city centre has been declining in the national retail rankings over an extended period of time, experiencing a fall of 13 places in its overall Venuescore ranking since 2006. This decline is the result of the difficulties of delivering a major city centre redevelopment in a historic setting combined with the increased competition from other competing centres, including Cheshire Oaks (which has seen its Venuescore ranking improve 71 places since 2006) and the expansion and changing nature of the retail offer in the city’s satellite retail parks.

6.13 It is therefore crucial, and a key aim of the Council, to ensure that additional non-food (comparison) floorspace in Chester is delivered within the city centre through the Northgate scheme, providing substantial new floorspace which is conducive to modern retail operators in order to stem further decline of the city centre over the Plan period. This improved retail offer is likely to lead to Chester city centre increasing its market share of comparison goods expenditure with a greater amount of expenditure surplus available to support additional floorspace in the city centre. This position is supported by the key findings from the 'Retail Study Update 2013'. In light of existing planning commitments there is currently no requirement for additional food (convenience) retail floorspace in Chester.

6.14 The priority for Northwich is the delivery of the Barons Quay scheme, which has an extant planning permission and will provide significant food (convenience) and non-food (comparison) floorspace to meet an identified capacity shortfall. This scheme is crucial in delivering a step change for the town centre, with a much improved retail and leisure experience to address serious vitality and viability issues currently being experienced in the town centre. The Barons Quay scheme along with other already consented development will meet all identified capacity for non-food (comparison) retailing in the town up to 2030. The recent approval of two new food stores in the town will also improve the qualitative food (convenience) retail provision in the town and absorb the majority of identified capacity. Therefore, no additional food store sites are required in Northwich at this time.

6.15 Ellesmere Port town centre will continue to offer a range of shopping and services for the local population. It faces significant competition from nearby Cheshire Oaks and the Coliseum Retail Park, which serve as both a local retail destination and major employer in the area. There is no identified capacity for further non-food (comparison) retail floorspace in the town and only marginal capacity for food (convenience) retail floorspace. However, improvements to Ellesmere Port will be encouraged when opportunities arise in the town centre.

6.16 An improved town centre for Winsford is vital for the town’s long term aspirations and to meet the needs of a growing population. The 'Retail Study Update 2013' confirms that there is an immediate need for a new food store in Winsford. This should be located within the town centre and act as a catalyst for further investment in the town centre, enabling it to offer a modern retail experience, attract more visitors and retain more expenditure within the town. A high quality design, which improves the visual appearance of the town centre will be sought.

6.17 Frodsham is a well performing town centre, which is both vital and viable and is underpinned by a strong independent sector. However, it faces competition from out of centre facilities, particularly in respect of food (convenience) retail. Therefore, promotion of the facilities in centre, including the independent sector, will help Frodsham to maintain its role as a strongly performing town centre.

6.18 Neston provides valuable local shopping and service provision. The recent introduction of a new food store has addressed previous overtrading and therefore no additional food (convenience) retail floorspace is envisaged in the town over the Plan period. Opportunities to enhance and improve the retail experience within the centre, particularly in respect of non-food (comparison) retail, may be justified where they are of an appropriate scale relative to Neston’s role and function.

6.19 To successfully promote and implement redevelopment within our town centres, including around Northgate in Chester and Barons Quay in Northwich, the Council must control the level of out of centre floorspace that is delivered. It is therefore appropriate to set local thresholds for the scale of edge of centre and out of centre development which should be subject to an impact assessment.

6.20 To ensure developments are not considered in isolation, the individual and cumulative impact of edge of centre and out of centre proposals for town centre uses should be considered.

6.21 The proposed thresholds for each of the main centres reflect the relative size of each centre, acknowledging the small size of some of the centres at the lower end of the retail hierarchy and their potential susceptibility to alternative out of centre provision.

6.22 Neighbourhood plans and their local focus means they are well placed to highlight the valuable role of local centres and community facilities and can identify deficiencies in the provision of community facilities and help to safeguard existing ones.

6.23 The Local Plan (Part Two) Land Allocations and Detailed Policies Plan will identify revised primary and secondary shopping areas as well as district and local Centres.

ECON 3 Visitor economy

Explanation

6.24 Cheshire as a whole attracts approximately 25 million visitors a year and benefits from good transport connections and proximity to Liverpool and Manchester airports. Evidence indicates that the visitor economy in Cheshire West and Chester is worth £1.2 billion and supports 14,000 jobs, which accounts for 9.7 percent of all jobs in the borough. This is made up of the following activities: hotels, camping sites, restaurants, bars, activities of travel agencies, libraries, archives, museums, sporting activities and other recreational activities. Chester city centre is the commercial and tourism centre of the sub-region and attracts approximately 9 million visitors a year. Visitors are attracted to Chester’s heritage assets including the cathedral, roman amphitheatre and historic shopping Rows.

6.25 The borough’s historic towns and rural settlements attract a wide range of visitors. Cheshire Oaks is a significant visitor destination for retail and leisure. Policy Policy ECON 2 ‘Town Centres - Retail, leisure and other town centre uses’ sets out the Council’s planning policies for maintaining the vitality and viability of existing centres and the approach towards the provision of new leisure and cultural facilities. The borough already has some significant tourism attractions including Chester Zoo, the National Waterways Museum, Oulton Park and the Salt Museum. In the rural area, there are a wide range of natural assets including Delamere Forest, the Sandstone Trail, wildlife sites such as Burton Mere Wetlands, coastal areas and Cheshire ‘gardens of distinction’. There are a wide network of footpaths, cycleways, bridlepaths, canals and public rights of way that provide excellent leisure and recreational opportunities.

6.26 Major sporting events in the borough (including Chester Racecourse and Oulton Park) attract a wide range of visitors, participants and spectators. Policies Policy SOC 5 ‘Health and well-being’, and Policy SOC 6 ‘Open space, sport and recreation’ also relate to the provision of new leisure facilities for sport and recreation.

6.27 Chester Zoo is a major tourism asset located in the Green Belt. Development that provides enhanced visitor opportunities whilst respecting the open character of the Zoo will be supported. Development ancillary to the main function of the Zoo, such as visitor accommodation, should not be of a scale as to undermine the role of Chester city centre.

6.28 The policy continues to support existing and new tourism facilities where appropriate. It recognises the valuable contribution that these industries make to the local economy. The provision of visitor accommodation though new-build, conversion or expansion will be supported in appropriate locations. Proposals in the rural area should meet Policy Policy STRAT 8 ‘Rural Area’. Within the Green Belt proposals will have to meet Policy Policy STRAT 9 ‘Green Belt and countryside’ and reasons for very special circumstances will relate to why a development could not be located outside the Green Belt. Camping and caravan sites are considered as tourism development not outdoor recreation.