West Bromwich Inset (Map)

Introduction

17.1 In April 1998 the Council published the Draft West Bromwich Master Plan for consultation. Throughout the summer of 1998 a lengthy consultation exercise was undertaken on the Draft Master Plan with the local community, key groups and interested parties in the town. The Council also recognised that given the potential scale of growth and change proposed by the Master Plan, that the viability of the proposals needed to be tested to ensure the proposals were sustainable.

17.2 CB Hillier Parker were commissioned by the Council to undertake a technical appraisal of the Draft Master Plan and assess the viability and scope of the proposals against a number of growth scenarios. Appointed in March 1998, a preliminary report was published in June 1998.Based on the findings of the preliminary report a further more detailed retail capacity study was commissioned in July 1998, which was subsequently published in January 1999, the key findings of which are outlined below.

17.3 One of the major objectives of the West Bromwich Town Centre Master Plan was to reinforce the position of the town centre as the principal shopping and commercial centre for the Borough. This position within the retail hierarchy of the Borough was set out in the UDP Directions Paper ‘Forging Ahead ’which was consulted on in February 1999. This position has since been carried forward and endorsed by Hillier Parker in a wider assessment of retail provision in the Borough as part of the general review of the UDP.

17.4 The West Bromwich Master Plan was adopted in August 1999, having been validated by the response to the consultation exercise and the findings of the various technical reports outlined above. The Master Plan and the Hillier Parker Studies are considered to be the preliminary work required to produce this inset.

Land Use &Transportation Strategy

17.5 This strategy for the town centre was formulated following a number of public consultation exercises which identified a number of key issues. The key issues related to what appeared to be the perception that the role of West Bromwich was declining. In particular the loss of several key multiple retail outlets from the town and general decline in quality retail outlets, were seen as the principal reason for this.

17.6 The Master Plan was prepared with a view to overcoming these difficulties by identifying a number of opportunities which would provide the right conditions for growth to attract quality retail representation back to the town. The key findings of the technical work undertaken to test the growth scenario proposed in the Master Plan are set out below.

17.7 CB Hillier Parker produced a Town Centre Strategy Report in 1995, the main conclusion of which was that West Bromwich was not a particularly strong retail centre and that its position within the retail hierarchy was worsening. Many of the recommendations that formed the basis for the resultant proposed town centre strategy have now been addressed in the West Bromwich Town Centre Master Plan.

17.8 In 1998 a Preliminary Strategy Report was prepared by CB Hillier Parker, this report was commissioned to look at the potential level of growth within the town centre given the Council's Master Plan proposals. The report considered that there was scope for a large quality foodstore in West Bromwich and that there was the potential for a significant increase in its market share of the growing durable goods sector and particularly the clothing sector. The key findings of the study are listed below:

• The centre has witnessed a decline in its retail quality, but still maintains a relatively low vacancy rate and is performing marginally better than average.
• The centre has seen new investment in recent years, although the perception is that the centre suffers from a lack of investment and a poor environment.
• New investment has either taken place or is planned in competing centres, for example, Asda at Great Bridge. This means that West Bromwich will find it more difficult to compete and will lose trade if new development does not take place. In these circumstances, it is considered that a major food store, effectively integrated into the town centre, could recapture lost trade.
• Queens Square Shopping Centre requires refurbishment in parallel with any expansion of the town centre in order to off-set possible adverse consequences of any displacement retail activity.
• West Bromwich has a number of potential large development sites, with a limited number of individual landowners, making redevelopment a viable proposition.

17.9 CB Hillier Parker were commissioned to undertake a more detailed and technical Retail Capacity Study in parallel to consultation being undertaken on the Draft Master Plan, this report was published in January 1999. The Report considered a range of scenarios for increased retail development in West Bromwich Town Centre. The study concluded that the following was sustainable:

• A hypermarket of approximately 12,500 sq.m. gross
• A variety store of approximately 7,500 sq.m. gross.
• A further 13,500 sq.m. gross of other comparison goods shopping.

17.10 However, the report highlighted that any new development must be well integrated into the town centre in order to generate the spin-off trade incorporated in the analysis.

17.11 The analysis showed that such positive action was required to ensure that the market share of West Bromwich did not continue to be eroded. It estimated that the level of development envisaged would lead to an increase of West Bromwich's market share of up to 30%. It is considered that this would provide a more sustainable pattern of trading, drawing the majority of trade from the town centre's primary catchment area and not to have to rely upon clawback of trade and thus longer travel distances from distant areas. Thus the level of growth identified in the Master plan was consistent with these findings.

17.12 The West Bromwich Master Plan has identified a number of key issues to be tackled in the town. These issues include:

• Improving the range and quality of retail provision;
• Reviewing the operation of the Ringway to ensure a fully integrated town centre;
• Increasing the number of leisure, entertainment and cultural facilities to extend the life of the centre into the evening;
• Reducing the number of vacant buildings in the centre by identifying alternative uses;
• Improving accessibility through the town for pedestrians and users of public transport.

17.13 The process of change will be controlled and directed by the overall strategy and policies within the UDP and the more specific local policies and proposals set out within this Inset, which focus on establishing a strong and healthy central area, where the primary retail activity will be supported and complemented by a range of business, commercial and leisure uses. The retail hierarchy set out in the Shopping and Role of Centres chapter identifies West Bromwich as the ‘Main Town Centre ’in the Borough and policy SRC4 ‘Main Town Centre' seeks to strengthen the role of the centre as the focus for major new retail development.

17.14 It is intended to support significant physical restructuring to provide a more integrated and functional town centre. The development of a strong identity through conservation enhancement and pursuit of high quality standards of urban design throughout the town centre will help provide a stronger image and establish a stronger sense of civic pride.

17.15 This land use strategy will be supported by a complementary transport strategy for the town. The transport strategy for the town focuses on managing the growth of traffic by promoting the use of alternatives to the car. The strategy requires investment in improving facilities for those alternatives i.e. public transport, walking and cycling. At the same time it is recognised that such improvements will not on their own slow the rise of traffic growth. There have to be steps taken to discourage the use of the private car, particularly for those trips for which alternatives are more likely to be competitive. The development of a comprehensive car parking strategy for the town centre focusing particularly on trip end restraint for commuting by car is a key element of this strategy. The introduction of car parking charges in the town is a key measure in trying to achieve this.

17.16 Whilst the management of parking provision within the town is central to this strategy, it is recognised that the availability of good quality, convenient car parking is essential to the viability of the town centre for those who wish to visit the town for shopping and leisure activities. Therefore the emphasis will be on restraining and reducing the level of long stay users, whilst at the same time maintaining an attractive, convenient and safe supply of car parking for shoppers, especially people with mobility difficulties, and also seek where possible to improve provision.

17.17 As part of the overall strategy for the town there is a need to examine how new development will contribute to the overall parking provision. In line with the wider objectives of the strategy to reduce car dependency, promote public transport and reduce congestion, reduced levels of parking provision within new development will be required, with maximum parking standards being set for different types of development.

17.18 In addition the Council will seek to encourage new parking to be provided on a shared basis, rather than dedicated to a specific end user. This will reduce the overall space taken up by parking in developments whilst at the same time serving the different operational requirements of town centre users. For example, office uses and leisure uses can share parking because the peak levels of use do not coincide. Consideration will need to be given at the design stage of major proposals to ensure that parking provision is located in optimum locations to ensure shared use. Where major development is proposed, the Council will need to enter into appropriate Parking Management Plans to ensure that a consistent approach to the provision of parking applies across the town.

17.19 Whilst a key element of the transport strategy for the town is to promote public transport, it is recognised that for some people there is no easy substitute for the private car. Therefore, although seeking to reduce the overall level of parking provision, the needs of these groups will be considered in terms of access arrangements and parking spaces. Thus, in considering proposals for development the Council will ensure that it is both accessible and functional for these groups, with well-defined and safe routes for disabled motorists and pedestrians.

Local Policies for West Bromwich Inset

Policy WB1 - THE RETAIL CORE

Major new retail development will be required to locate within the retail core. The Council will support proposals for comprehensive redevelopment of this area. Proposals for piecemeal development will need to demonstrate how they integrate and contribute to the viability of the town centre and the implementation of the overall strategy. Within the retail core uses other than retail at ground floor level will be considered depending on their impact on the overall vitality and viability of the centre. The use of upper storeys for uses such as offices, residential or leisure purposes will be encouraged. Proposals for new major retail development outside the retail core will be resisted unless all opportunities within the retail core have been exhausted.

17.20 To re-establish West Bromwich as an important focus of comparison as well as convenience shopping, a position previously held in the retail hierarchy following its redevelopment in the early 1970s, will require a radical redesign of the town centre in order to secure major retail development. The existing retail core is tightly defined by the existing Ringway which currently provides few opportunities for new development to take place and restricts the ability to both redesign and extend the retail fabric. To achieve this the ring road will need to be realigned, to embrace any development opportunities within its boundary, effectively setting the boundary of the expanded retail core.

17.21 Maintaining an active and vibrant retail core is considered to be essential to the future viability of the town centre. Therefore, new retail development will be encouraged to locate within the core to prevent the shopping centre becoming too dispersed. To provide a fully integrated, cohesive and sustainable town centre the Council will support proposals which come forward for comprehensive redevelopment. All proposals will need to demonstrate through appropriate design, orientation and access that they integrate with the existing retail provision.

17.22 The Council maintains the view that the retail core should be predominantly retail in nature. However, the Council recognises that successful town centres provide a range of facilities which complement and support the retail activity, such as banks, building societies, cafes and restaurants, bars and pubs and leisure facilities. At present, the existing retail core is quite a distinct and separate area, one consequence of this is that after normal working hours the area becomes devoid of activity, making the town appear empty and unfriendly in the evenings. The expansion of the retail area will provide the opportunity to integrate these uses more fully within the retail core, to create a more vibrant centre and extend the life of the centre into the evening. Individual proposals for non-retail uses will be considered on their overall contribution to the vitality and viability of the town.

17.23 Proposals that come forward in the town centre but which are outside the retail core will be required to demonstrate that a sequential approach to site selection has been carried out in order to determine whether or not they could locate within the core and contribute more fully to the implementation of the strategy.

Policy WB2 - MAINTAINING A VIBRANT TOWN CENTRE

New development throughout the centre should preferably be more than single storey in height. At first floor level and above a range and mix of uses will be encouraged. Outside the retail core the change of use of vacant and underused premises to service uses (A2) or pubs, restaurants and hot food takeaways (A3), leisure and residential uses will be encouraged, with a view to developing a vibrant and active area of the town beyond normal working hours. The amenity of residential uses will be a key determinant when considering proposals (See Policy DC7-Hot Food Take-Aways within the Borough’s Centres). The Council will also expect that any proposals within the Conservation Area will pay regard to the proposals and guidelines contained in the Conservation Area Enhancement Scheme.

17.24 Reducing the number of vacant buildings and increasing the use of vacant upper storeys are considered to be essential in creating a more sustainable pattern of development. The use of more than single storey development helps bring diversity and mixed uses into town centres as well as helping to extend the use of the centre beyond the traditional 9-5.30 activity core, increasing the level of night time surveillance and creating a vibrant town centre. They also would help provide a density of activity appropriate to the main town centre in the Borough. Thus, a wider variety of uses will be encouraged within the areas outside the retail core in order to maintain and support the viability of the town centre.

17.25 Opportunities for residential development will be particularly encouraged in appropriate locations, subject to the amenity and quality of the residential environment. Many upper floors within the town centre are unused or underused and conversion to residential can bring them back into beneficial use as well as providing an important source of accommodation for the area.

17.26 An important attribute of the town centre is the concentration of important historical buildings, including a group of Grade II Listed Buildings within the Conservation Area. The Council will encourage the reuse of these buildings for uses that are sensitive to the buildings ’historical features.

Policy WB3 - DESIGN PRINCIPLES & ENVIRONMENTAL QUALITY

17.27 The quality of the environment can be a major factor in influencing people's decisions as to where to visit. An attractive environment may encourage shoppers to spend more time within the town, as well as making return visits, and allow residents to value and take ownership of their area.

17.28 The key aspect of all development within the town is that it should provide a quality environment in terms of its design and quality of materials used. It should also integrate satisfactorily with the existing development to provide a cohesive and functional place where people feel at ease to move around. Thus issues of surveillance, security and ownership of space created by development all need to be considered early on in the design process.

17.29 The Council puts particular emphasis on the quality of the environment along the main approaches to the town centre, as these areas are considered to be important in defining an identity for the area and provide people with a sense of welcome and arrival on entering the town centre. The Council will expect new development in these locations to provide high quality landmark buildings.

17.30 New development proposals will need to demonstrate that they have incorporated the key principles of sustainable development through the design and orientation of buildings and the use of materials to improve energy efficiency. Initiatives to reduce waste and promote recycling will also need to be considered.

17.31 A number of initiatives to help combat crime have been undertaken in recent years. However, in order to address crime and safety problems in the town centre and to combat problems such as crime displacement, there is a need to develop a co-ordinated approach. The design process can play a significant role in reducing the incidence of crime and creating a secure environment. This needs to be considered at the earliest opportunity in the development process so that relevant advice and assistance can be given.

17.32 The introduction of CCTV is seen as a primary aspect of the community safety strategy for the town centre. A scheme has already been introduced in parts of High Street and this will hopefully be extended. Major new development will be required to install CCTV and link it into the town's system to ensure a coordinated approach to its management and supervision is achieved.

Policy WB4 - PUBLIC TRANSPORT, PEDESTRIANS AND ACCESS

17.33 The Transport Strategy for the town is based on managing the growth of traffic by promoting the use of alternative modes of travel to the private car. The Strategy requires investment in improving facilities for those alternatives, i.e. public transport, walking and cycling.

17.34 Giving greater priority to improving pedestrian access will be tackled by implementing measures which will take through traffic off local roads, reduce the speed of traffic and provide better pedestrian crossing points. The proposed alteration to the Ringway will deal with these issues, as well as giving greater priority to bus movements to enhance public transport.

17.35 New development will also be able to make a significant contribution by ensuring a compact pattern of development is established which will provide for safe easy movement for pedestrians. Proposals will need to demonstrate what measures are being incorporated that promote alternative uses of travel to the private car.

17.36 At the same time it is recognised that such improvements will not slow the rise of traffic growth on their own. There have to be steps taken to discourage the use of the private car, particularly for those trips for which the alternatives are more likely to be competitive.

17.37 The introduction of car parking charges is a key measure in trying to achieve this. However, it is recognised that this approach will require great care to avoid damaging the economic health of the centre by driving away those who wish to visit the town for shopping, business and leisure.

Proposals

Proposal Site WBPr1: (Link to Map 1.2)

17.38 Planning permission and funding have already been approved for this proposal to relocate the bus station adjacent to the Metro and convert the Ringway to two way running, which is designed to comply with the overall strategy of reducing reliance on private car usage by promotion and integration of public transport.

17.39 The key proposal is to relocate the bus station to the car park adjoining Kings Square Shopping Centre. This will allow for greater integration between bus and metro services. The existing Ringway will be downgraded to assist bus movement and redistribute through traffic.

17.40 The bus priority measures are extensive enough to require the conversion of the Ringway to two-way operation incorporating traffic signal control, bus lanes and bus detection. The downgrading of the Ringway will result in environmental improvements to the benefit of all road users, particularly those who wish to walk and cycle. Speeds will be reduced to improve safety and the use of the car will be discouraged resulting in improvements in air and noise quality.

17.41 Pedestrian access will benefit by the filling in of many of the subways and the provision of surface level crossings. New Street will be restricted to access by bus and service vehicles only. The emphasis will be on pedestrian movement through improved linkages between the existing retail areas and the business areas along High Street. This will provide a more cohesive and integrated town centre.

17.42 The new bus station will provide modern passenger facilities in a safe and secure environment.

17.43 Wholesale modifications to the Ringway are needed to enable buses to fully serve the new interchange and together these measures will support the provision of the high quality Bus Showcase route through West Bromwich.

Proposal Site WBPr2: (Link to Map 1.2)

17.44 The redevelopment of this former printing works, Kenrick and Jefferson, provides a major opportunity to forge a stronger physical link between the key areas of activity; the existing retail core, the business district and this new development area to the north. The redevelopment of this site for retail or leisure use will introduce a very active town centre use in this area of High Street, breaking the collar set by the existing ring road. Two different schemes, one for leisure and one for retail development, have already received planning consent. The retail consent comprises a number of units, approximately 8,000 sq.m., for non-food retail. A mixed development comprising leisure and retail would also be acceptable.

17.45 Situated in the Conservation Area, part of the offices of the printing works are within a Listed Building. (Reference should be made to Policy C3 and the Conservation Area Enhancement Scheme). This represents a landmark building within the town, the reuse of which will need to be dealt with in a sympathetic manner. In particular it may be that this building lends itself to conversion to a restaurant or more leisure-based use which would provide activity into the evening.

17.46 Given the Listed Building and its location within the Conservation Area, development will need to be of a high quality and design. The site's High Street location will allow development to be easily integrated into the town centre. Development which portrays a vital and vibrant image will be essential. The depth of the site, running through to Bratt Street, also provides the opportunity to give the site and town centre a greater presence onto Cronehills Linkway, a major approach into the town. This in part will overcome the inward looking nature of existing development, and provide a strong link with new development to the north. It will be important to create a strong visual as well as physical link with the development of this site.

17.47 Access to this development by car will be from Cronehills Linkway which will prevent the need for additional traffic to penetrate the High Street and the wider town centre. The High Street frontage will remain the key arrival point for pedestrians and people arriving by public transport, becoming a new focus point for pedestrian movement. Strong visual as well as pedestrian links through the site will therefore be required.

Proposal Site WBPr3: (Link to Map 1.3)

17.48 Improving the existing retail environment is considered to be key to the long-term future of West Bromwich. One of the weaknesses of the town is considered to be the outdated appearance of Queens Square. Currently this is the main element of retail provision in the town. It is essential that this area is revitalised to ensure that new development to the north is integrated satisfactorily, but also that it is attractive to the additional footfall generated by the new development. In its role as landlord the Council will support proposals for refurbishment of the centre.

17.49 It will be important that a stronger external presence to the town centre is achieved through any refurbishment of Queens Square. The creation of stronger pedestrian links through improving key entrances into the centre will be supported, in particular the interface with High Street, the new c/Plex development and development land to the north will be critical.

Proposal Site WBPr4: (Link to Map 1.2)

17.50 The site of the existing bus station will become available with the development of the new facility to the south of the town. This site lies at the heart of the town centre and would lend itself to retail development, however its size means it could only make a limited contribution to an enhanced retail provision of the town. In addition, the town centre also needs to offer more than just a shopping experience and should offer a range of uses which serve the needs of the local community and stimulate activity. The allocation of the site for The pUBLIC, a concept which seeks to create a centre for the creative use of technology, will serve as a key development, aimed at diversifying the town centre to establish it as the cultural centre for the Borough. The building will provide a national showcase for community arts projects.

17.51 The project is being funded by Arts Lottery cash and is one of six named schemes in the country identified to receive over 10 million pounds and, in the light of its design, will be a very powerful visual focal point for West Bromwich providing a boost to the image and identity of West Bromwich Town Centre. The building will house a number of different elements performing different functions, these will include a gallery, conference facility, managed workspace, ancillary exhibition elements, small retail units and restaurants.

17.52 As a major visitor attraction in a landmark building, linked to the prospect of comprehensive redevelopment to the north of the town centre, (see Proposal Site WBPr6), the opportunity to integrate this development at the heart of the town centre will need to be a key consideration. Particular regard should be given to pedestrian links through and around the site into other key elements of the town such as Queens Square and public transport facilities. Given its central location, care will also need to be taken in relation to the siting of the building to ensure that a safe, secure and high quality environment is created. The creation of incidental space around and between the adjoining buildings should be avoided, especially where it relates to Queens Square. The use of the site late into the evening will also require an appropriate level of lighting to encourage safe movement.

17.53 The site's central location and planned alterations to the highway network will restrict access by private car and onsite parking provision. Links and routes to the wider parking provision in the town will therefore be very important, especially for visitors with disabilities. Provision will also need to be made for visitors arriving by public transport and coaches.

Proposal Site WBPr5: (Link to Map 1.2)

17.54 A crucial aspect of the development strategy for The pUBLIC requires the wider integration of this flagship building into the wider town centre, through a series of linked public spaces. These will create a focal point at the heart of the regenerated and reconfigured town centre, as well as forming the effective pedestrian links into Queens Square, The pUBLIC, and new development to the north of the town centre.

17.55 The central focal point or square will accommodate both formal and informal activities; it will have an important civic role, and will be sufficiently flexible to accommodate gatherings and events of varying size and scale equally successfully. Its primary role will be to support and develop a public need to gather together for sitting or standing, watching or listening, performing or participating.

17.56 This focal space will also support civic and commercial displays and performances and, to fulfill these diverse roles equally successfully, it will need to be fully serviced and illuminated, with surfaces that are predominantly hard paved, in high quality, durable, low maintenance materials. In order to maximise versatility and flexibility, it is envisaged that this area will be relatively open, uncluttered and under designed.

17.57 The space immediately around the perimeter of The pUBLIC building is likely to be somewhat different in character. Overshadowed by the building the aims of this space is to form a seamless transition between the ground floor foyer of The pUBLIC and the town centre, as well as attracting people into the building. External surfaces are likely to complement those inside the building and this transitional space is likely to include a range of public art installations and programmable elements. This space will play a similar role in directing pedestrians towards the remodelled entrance to Queens Square.

17.58 The third component of the public space is the linkages between the main square and other attractions in the town, both existing and yet to be developed. These should be broad, pleasant, pedestrian ways that follow direct and obvious routes between the various retail elements, other attractions, and generators of activity such as public transport facilities. These linkages will take the form of well-designed hard paved routes, set within a landscape framework of street trees to create a ‘boulevard ’effect. As well as incorporating seating areas, these spaces will make the most of new development opportunities to create lively frontages.

Proposal Site WBPr6: (Link to Map 1.2)

17.59 This area of land provides the most significant opportunity to increase the potential of West Bromwich as a retail and commercial centre by expanding the level of retail floorspace. The scale, nature and location of a development of this type offers the opportunity to fund major infrastructure changes to the town centre, whilst at the same time creating a significant retail attraction. The development of this area will require the provision of highway works, the relocation and provision of a new school, the acquisition and relocation of numerous interests within the development area and the provision of the town square.

17.60 The development of this area represents a radical departure from how the town has traditionally developed with the main axis of activity being concentrated on and along High Street. The importance of creating strong pedestrian links between the existing and new development will be crucial to integrating this new area into the town centre. The re-routing of the northern arm of the Ringway to encompass the development area will be a pre-requisite to development taking place, and will ease pedestrian movement into this area. This will also provide the opportunity to extend and strengthen the north /south axis through the existing town centre to encourage movement between the transport interchange, the town centre and the new development.

17.61 The difficulties of bringing about comprehensive redevelopment of this area are recognised. However piecemeal development for retailing is considered to be a high-risk strategy, as this would clearly produce isolated pockets of retail provision which would contribute very little to the overall vitality and viability of the town. The Council therefore wish to see comprehensive redevelopment of this area with a scheme that provides full integration with the existing town centre in order to generate spin-off trade. The Council recognises that implementation of this large scale development is likely to comprise of a programme of works over many years.

17.62 Critical to achieving full integration is the provision of the new northern link road and the closure of the existing Ringway to through traffic. In addition the Police Station is situated at the heart of the development area and whilst comprehensive development around it could take place, a more cohesive development package could be achieved if it was relocated. It is understood that the existing police station provides more accommodation than the police currently require. Consequently, the provision of a new facility more closely related to their needs could be attractive to them.

17.63 A key element to achieving the development of this area is considered to be the provision of a hypermarket .Although the town centre already has a number of convenience stores, the retail capacity study for the town centre, undertaken by Hillier Parker, concluded that there was scope for a large quality foodstore in the town to increase the centre's current market share and claw back lost trade. It recognised that other foodstore development in the area would continue to eat into the market share of West Bromwich, if investment did not take place.

17.64 In addition, the capacity study concluded that there was potential to increase significantly the towns current market share in the growing durable goods sector, and particularly in the clothing sector, which has declined significantly within West Bromwich as a consequence of growth in competing centres. However, it recognised that attention should be given to the careful balance of any new retail development in the centre, in terms of retail mix and scale, in order that it complements the established provision in the town centre. In particular, the development of a new variety store or comparison shopping development would be supported in this area.

17.65 Whilst it is anticipated that this area will form predominantly an extension to the retail core, it is imperative that the maximum potential and capacity of the area is realised. The Council therefore would wish to see development of more than single storey in this area. Other uses which will generate activity, particularly during the evening, such as restaurants, pubs and leisure based uses will also be encouraged at ground floor level. In addition, at first floor level, uses such as office, community, leisure and residential are all considered to be appropriate and will be encouraged.

17.66 The opportunity should be taken with the development of this area to give the town a greater presence from the Expressway. It will also be important that new development considers access issues to the residential areas to the north and the Sandwell Valley. The line of the cycle route through the site, identified on the inset plan is indicative only but will need to be catered for within proposals to create new, safe and secure links through to the north for pedestrians and cyclists.

17.67 The transport strategy for the town recognises that an appropriate level of good quality car parking is an essential ingredient in maintaining a vital and viable town centre, allowing for retail and leisure uses to remain attractive. The comprehensive development of this area will need to consider the level of the parking provision in relation to the standards set out in Supplementary Planning Guidance; the quantity of any car parking lost to development; the purpose of car parking and the overall parking provision for the town centre.

Proposal Site WBPr7:  (Link to Map 1.1)

17.68 This site is within the West Bromwich Conservation Area and contains a number of listed buildings and buildings of special architectural and historic interest. These buildings include the Town Hall (a Grade II listed building), the Library (a Grade II listed building), the Magistrates Court (a Grade II listed building), Ryland Memorial School, West Bromwich Institute Building, other parts of Sandwell College and other associated buildings adjacent to the site, including the Gala Baths.

17.69 The transfer of some Council functions to the Council House in Oldbury has reduced the level of usage of the Town Hall for Council purposes, creating the need to find a beneficial use for the Committee Rooms and other rooms which related to its special function. The Main Hall continues to be in use as one of the few large capacity halls suitable for major events. The future of the Law Courts will also present a major problem for the Council as a new complex is proposed, making the existing building redundant.

17.70 Sandwell College also recognise that the buildings situated on the Sandwell College Campus, namely Ryland Memorial School and the West Bromwich Institute Building, are at present an under utilised resource and have also been included as part of the complex.

17.71 The buildings containing the Gala Baths have also reached the end of their useful life, as well as the adjacent office block, the former gas showroom building adjacent to the Library and the corner office building. It is the Council's intention that the whole site be made available for redevelopment.

17.72 Any redevelopment of this site should take into account and build upon the legacy of the Borough's past, while also planning for the future. Proposals should consider:

• The retention of the integrity of the Victorian character of the civic complex;
• The ability of the historic college buildings of the High Street/Lodge Road area to be renovated and redeveloped in a way which increases their potential use whilst respecting and enhancing the appreciation of their heritage value;
• The need to provide linkages between the college and the civic complex;
• The Council's aspirations for the regeneration of West Bromwich Town Centre; particularly the development of The pUBLIC, and needs identified under the New Deal for Communities or Single Regeneration Budget programmes.

17.73 Uses that should be considered are:

• The creation of a centre where people may experience, enjoy and learn about the cultural and artistic heritage of the diverse communities who, together, make up the communities of Sandwell and the West Midlands;
• The provision of a flexible concert hall/performance space;
• The creation/enhancement of an expanded and improved Central library for the Borough;
• The creation of a Communal Heritage Store, including Archives, Museums and specialist collections;
• The provision of accommodation to meet the needs of the voluntary sector;
• The development of managed workspaces for local small businesses.

17.74 As well as the above, Sandwell Council are also keen to see ancillary uses within the site. These could include cafes, bars and restaurants and a small retail element that is ancillary to the main cultural uses, for example, a bookshop or art shop.

17.75 The site is also adjacent to West Bromwich Town Centre and has the advantage of being located adjacent to the Metro line, close to the proposed site for the new bus station and located close to the strategic highway network.

17.76 Sandwell Council has recently commissioned consultants to undertake a feasibility study for this site. This will help guide the final development proposals, Supplementary Planning Guidance may be produced.

Proposal Site WBPr8: (Link to Map 1.1)

17.77 Fronting the Expressway and Cronehills Linkway, the Council Depot site provides a major opportunity to attract investment into the town, bringing about significant environmental improvements to this key approach and prominent location. Development will be dependent on relocation of the uses already occupying the site, which are not considered to be town centre uses.

17.78 The site's location and enhanced position in relation to the proposed extension to the retail core, means that the site would be appropriate for a range of town centre uses. However, as it is outside the defined retail core, development for retailing would not be appropriate unless opportunities have been exhausted within this area. Major office or civic uses are considered to be particularly appropriate for this location and would be capable of making a positive contribution in terms of quality development on this gateway site. Leisure or conference/hotel uses would also be considered as appropriate to this location and could fill an important gap in the nature of such provision in the town. The strategic location will require a high quality development and need to address the Expressway and Cronehills frontages to project a positive image with landmark buildings. The amenity of nearby residential properties will need to be safeguarded, as will the aspect of development which is visible from the Conservation Area.

Proposal Site WBPr9: (Link to Map 1.2)

17.79 To the southern edge of the town centre lies the former site of an engineering works which has been reclaimed for development by the Council and recently surfaced to provide temporary car parking. This site is in a strategic location on the southern approach to the town centre and has good access to public transport facilities within the town. The site would therefore be well suited to a business or office-based use.

17.80 The site has been identified as a potential location for a new magistrates court for the town centre, but should funding not come forward, other uses of a similar nature will be considered. The high profile location of this site will require a high quality development which makes a landmark statement.

Proposal Site WBPr10: (Link to Map 1.2)

17.81 This site lies immediately south of the Metro Line in the town centre, adjacent to the Lyng housing estate which is subject to redevelopment proposals. The main part of the Lyng will be developed for residential purposes, however because this part of the site is in close proximity to the town and has good access to public transport facilities it offers the opportunity to contribute to the town centre.

17.82 Outside the retail core, retail uses are not considered to be appropriate, but uses such as office, leisure or community type use capable of serving the Lyng community as well as the wider catchment area of the town are considered to be appropriate.

17.83 The location of this site on a major approach to the town centre offers a key opportunity to provide a landmark building. Linkages with the town centre for pedestrian movement will be important, as will its relationship with new development taking place on the Lyng.