| 21.1 High Street is the core of Cradley Heath Town Centre, and it is recognised by many local people that it retains much of its traditional Black Country character. 21.2 The main shopping area is High Street, from Five Ways to Four Ways, although the core of the centre is concentrated towards the Five Ways end of High Street, which includes two busy market halls and the larger stores. The less busy shopping areas are those on the fringes of this area; Graingers Lane, Cradley Road, Lower High Street, and the Four Ways end of the High Street. There are marked differences between the two areas in terms of vacancies, building condition, and pedestrian activity.  21.3 The attraction of Cradley Heath High Street for shoppers lies in its variety of different shops and businesses; it is the main food shopping centre for 52% of people who live within 4 km (1.5 miles), whilst 28% use it for secondary shopping (1995 Sandwell Shopping Survey). However, over the last few years, Cradley Heath has experienced a decline in retail quality, some retailers have left, and there has been an increase in vacancies. Many buildings show marked signs of neglect. This of course is not unusual for older town centres in Sandwell. Cradley Heath is essentially a convenience goods centre offering a complementary attraction to bigger centres in the area, notably Merry Hill, which is the main centre in this area for such goods as clothes and electrical goods. 21.4 High Street is not only the focus of the shopping centre, but is also the major traffic route through the town for buses (14 services), cars, and heavy vehicles. The centre is frequently noisy, congested, polluted, and even dangerous; it has on-street parking and loading/unloading for shops. There is obviously a conflict between High Street as a shopping centre, and as a major traffic route. 21.5 Traders in the town have for some time now expressed concern about the perceived decline of shops and markets, and the threat of Merry Hill. Their view is that the town centre needs investment in the shops, markets, and in the general environment, including car parks and footpaths, in order to improve its appearance and image, thus retaining and attracting trade. 21.6 Whilst Cradley Heath High Street is relatively busy during the daytime, there is less activity at night, limited mainly to the pubs, and hot food outlets -the only other major activity in the town centre in the evening is the Majestic Bingo club. It is acknowledged, however, that the recent introduction of the Wetherspoons pub has increased activity and trade overall. This is encouraging because increasing numbers of people using the centre at night will in general make the area feel more comfortable and safer. 21.7 There are no public spaces in the High Street itself, other than forecourt areas in front of certain shops, notably Kwik Save. The Market Halls, whose entrances are on the High Street, offer a variety of goods and services, which extends the theme of variety in the High Street; the markets also offer a different sort of space, with opportunities for people to stop and talk or rest whilst visiting the town. 21.8 The High Street is well-served by buses, with fourteen services stopping at several different points. There is on-street parking available and a number of different car parks behind the High Street frontages and in close walking distance. The local resident population is able to walk to the High Street, with a main access point at Prince Street. The centre is also well placed to provide goods and services to the many industrial and business uses which are close to it. 21.9 The townscape character of the centre is defined by its linear High Street, stretching from the Four Ways junction in the north to the Five Ways junction in the south. The core of the centre is towards the Five Ways end, with a noticeable decline in character and quality towards Four Ways, and along Graingers Lane, Cradley Road, and Lower High Street. In the High Street, the mainly continuous frontages create a sense of enclosure, which contributes to the High Street's bustling character. 21.10 The long frontages are, however, not uniform in appearance; building heights are mainly two storey, but occasionally three storey; roofs are mainly pitched, but occasionally flat or dormered. Most shops and businesses are still single units and frontages, many of them local businesses. There are some larger buildings interspersed, but these are the exception, and do not generally detract from the overall streetscape. 21.11 Whilst there are no Listed Buildings in the High Street, there are many buildings of interest and character, either in their own right, or as part of a group. Many of the shop fronts exhibit varied frontage details and/or window displays, thereby adding detailed interest; recent refurbishments have maintained or enhanced their frontages in keeping with nearby buildings. 21.12 Close to the town centre there are a number of buildings of local architectural and historical merit. Only one is a Listed Building -the Baptist Church, Corngreaves Road. Others which are worth noting are the Workers Institute, Lower High Street (important to the chain making industry and the history of trade unions), the former Church at Five Ways, the Anchor Public House, the former Whitley Memorial Building, St. Anne's Road, the Salvation Army Fort & Junior Soldier Barracks, and the former Barclays Bank, Four Ways. A number of these are affected directly or indirectly by proposals for Cradley Heath. As this Inset falls within an Area of Potential Archaeological Importance, any proposals will be assessed against the policies for Conservation and Heritage within Part One of the UDP, in particular Policy C11 Archaeology and Development Proposals. It will also be appropriate to liaise with the Borough Archaeologist before submitting any applications for planning permission. 
21.13 In broad terms, policies for Cradley Heath Town Centre are intended to meet these needs by: defining a Town Centre where a range of suitable uses can be concentrated, (particularly those which attract numbers of visitors or workers); identifying sites for development or redevelopment; introducing design guidelines; implementing a bypass to remove unnecessary through traffic; and maintaining or enhancing public transport links. The Town Centre is defined on the Inset Plan. The Town Centre defined in the 1995 Plan, which has a primary shopping area and two business areas, is superseded. 21.14 The policies for Cradley Heath Town Centre must take into account the various policy directions contained within PPGs 1, 6, and 13, and RPG11 (Regional Planning Guidance). In brief, they cover the need for sustainable development, mixed-use developments, good urban design, promotion of development in town centres, a choice of means of transport to town centres, reducing reliance on the car, and supporting the regeneration of local centres and communities.
Cradley Heath is designated a Town Centre within which major retail development will be concentrated. 21.15 The viability and vitality of Cradley Heath Town Centre needs to be safeguarded by attracting major retail development. Cradley Heath is the major centre within the area, with opportunities for further investment, including retail development. Cradley Heath should continue to function as a centre providing a range of convenience and durable goods to a wide catchment area, together with a range of facilities and services, and to act as a focus for the community and for public transport. 21.16 The sequential test contained within Planning Policy Guidance (PPG6) will be applied to retail development in the Cradley Heath and Old Hill area, i.e. locations within the Town Centre as defined by the plan must be considered first.
Retail uses will be encouraged to locate within the Retail Core. Changes of use at ground floor level from retail (Class A1) to non-retail uses (e.g. Class A2) will be resisted unless it can be demonstrated that such proposals would not unacceptably weaken or undermine the dominant retail function or activity of the centre. Any proposal for change of use to a use falling within Class A3 will be assessed with regard to impact upon the dominant retail function and activity and its effect on the vitality and viability of the centre. The use of storeys above the ground floor for offices or residential purposes will be encouraged where appropriate. 21.17 The retail core is centred on High Street, extends east to Queen Street, and includes a new retail allocation at High Street/Bank Street. The boundary excludes some parts of Graingers Lane and Cradley Road, in recognition of the declining retail role of the streets, and the proximity of established residential or industrial/commercial uses.
A range of retail, commercial, residential, service uses and other non-shopping uses appropriate to a town centre will be encouraged to locate in appropriate parts of the Mixed-Use Areas. Major new shopping developments will be resisted in this area unless it is evident they cannot be located within the Retail Core. No action will be taken to remove existing retail uses in this part of the centre, and proposed improvements and minor extensions will be considered on their merits. 21.18 The Mixed-Use Areas defined on the plan are parts of the town centre where some shops have ceased trading, and other properties are in a state of neglect. The lack of investment indicates their marginal trading position. Alternative investment will therefore be sought, in the form of residential properties suitable for the town centre, particularly above ground floor, or mixed uses compatible with a town centre -these uses could include leisure and entertainment, offices, restaurants, pubs and cafes, but this list is not exclusive. 21.19 The suitability of proposed uses will be assessed with reference to design, security, management, and effect on other occupiers and users. Proposals will need to fit in with, or be complementary to, their surroundings, and not detract from local character or amenity. Major mixed-use developments which would attract a significant number of trips should have adequate infrastructure and be properly integrated with surrounding areas. 21.20 These areas are not likely to attract significant investment, although this would be welcomed. It would be possible to allow a compatible mix of uses on these sites. The sites are well-served by public transport (bus and rail) and would benefit from a flexible approach to standards such as parking and building density, in order to achieve a mix of retail, commercial or residential uses. Small scale redevelopment which fits into the grain of the existing Town Centre can support its need for continuing investment without detracting from its other functions. 21.21 Suitable uses within the Five Ways Mixed-Use Area would include retail, residential, commercial, and service uses. However, non-retail uses in ground floor frontages on Lower High Street, Cradley Road, and Graingers Lane which are close to the Five Ways junction will be resisted. Frontages which are not close to the Five Ways junction may be suitable for other uses, subject to considerations of local amenity and character. 21.22 Suitable uses within the Four Ways Mixed-Use Area would include retail, residential, commercial and service uses. However, non-retail uses in ground floor frontages on High Street will be resisted.
The Area of Townscape Value includes the frontages of High Street and the areas around Five Ways and Four Ways, including notable buildings outside the town centre. Within the Area of Townscape Value, all proposals for refurbishment, development, and redevelopment should be sensitive to traditional local characteristics, and be designed to enhance the surroundings. 21.23 The Area of Townscape Value comprises High Street, with its many buildings of interest and character, either in their own right, or as part of a group, and other buildings close to the town centre of local architectural and historical merit. These include a Listed Building -the Baptist Church, Corngreaves Road, and others such as the Workers Institute, Lower High Street, the former Church, Five Ways, and the former Barclays Bank, Four Ways. 21.24 Proposals for refurbishment, development, or redevelopment within the area designated on the plan should demonstrate how they take account of local characteristics in a manner appropriate to the nature and scale of the proposals, with reference to Policy UD2, Design Statements. (See also Policy DC8 Development in Conservation Areas and Areas of Townscape Value and Policy C5 Areas of Townscape Value). 21.25 The overall appearance of High Street will be reviewed to assess the amount, design, siting, and maintenance of street furniture, paving and signs. There is a wide variety of signs and other street furniture in High Street, some of it detracting from the street scene by causing a cluttered appearance, some of it being an obstruction. There have already been some improvements to rationalise on-street parking and taxi rank arrangements. Other improvements to High Street will be investigated and local views sought. Advantage will be taken of opportunities presented by new developments and the Bus Showcase Route. 21.26 Encouragement will be given in these areas to measures which aid pedestrian movements, improve servicing and provide environmental improvements including hard and soft landscaping, and improvement and enhancement of buildings. A requirement of new developments will be the provision of off-street delivery/servicing facilities. 21.27 Part of the positive attraction of High Street, recognised by traders and shoppers alike, is the existing character of many of the shop fronts. The shop front enhancement policy and roller shutter policy will be applied within the Area of Townscape Value, and elsewhere, as a contribution towards maintaining and enhancing the remaining character.
Major development in Cradley Heath Town Centre will be required to provide, or contribute to, an area of public open space within the centre which can be used by residents, shoppers, workers, and visitors 21.28 Cradley Heath Town Centre is deficient in useable public open space within which shoppers and visitors can feel comfortable to stop, sit or rest. Any major development or redevelopment should include or enable new public open space to be developed, to the benefit of shoppers, residents, workers, or visitors. The development of the High Street/Bank Street site creates the opportunity to provide such a place, which could also act as a pedestrian link with the primary shopping area. Major development is, in this instance, as defined in Policy UD4.
High Street/Bank Street Site Area: - 2.78 hectares (6.88 acres) approximately
Allocation: 21.29 The primary retail need for Cradley Heath Town Centre is for a major improvement in the quality and quantity of food shopping. This is best achieved by a large, single foodstore of 6000 sq. m. (64,500sq.ft.) which can act as an anchor for the rest of the town. Current food shopping provision consists of market stalls and small shop units, with no single store over 930 sq.m. (10,000 sq.ft.). Whilst this range of shops attracts local people for their food shopping, many more people travel elsewhere for their main food shopping. Consequently, retail provision generally, has declined in recent years. In contrast, other centres in Sandwell have experienced growth in retail provision recently, such as Blackheath and Great Bridge, where single foodstores have not only expanded the local retail provision in themselves, but have also acted as an attraction for the centre. It is anticipated that a properly located and integrated single foodstore in Cradley Heath would have the same positive effect. 21.30 Given the existing serious problems, a new major retail proposal will need to be accompanied by major improvements to the highway network and provision of means of access other than the car. The existing junctions at Four Ways and Five Ways do not have the capacity to cope with potential traffic flows. It will therefore be necessary for the developer/operator to make a significant contribution to the construction of the whole of the bypass/one-way system, and to facilitate links with public transport, cycling, and pedestrian facilities, including access for people with disabilities. The development must retain sufficient car parking provision to serve the town centre and a formal car parking management agreement will be required to ensure this. 21.31 It is vital that development here complements the town centre, and integrates physically with it. A more detailed planning brief has been produced to guide an appropriate form of development on the site.
Cradley Heath Bypass Site Area: - 1.04 hectares (2.56 acres) approximately
Allocation: 21.32 Land adjacent to Upper High Street, Foxoak Street, and Lower High Street is included within the approved road improvement line for the Cradley Heath By-pass. The road improvement line is able to accommodate a single carriageway bypass. 21.33 The proposed bypass has been the subject of some debate for a number of years. High Street is not only the focus of the shopping centre, but is also the major traffic route through the town for buses (14 services), cars, and heavy vehicles. The centre is frequently noisy, congested, polluted, and even dangerous; it has on-street parking and loading/unloading for shops. There is obviously a conflict between High Street as a shopping centre, and as a major traffic route. Only minor improvements could be made within High Street to improve the situation. 21.34 The Council has therefore approved a road line which links Lower High Street with Foxoak Street and Upper High Street (see plan). The scheme would allow improvements to the environment in High Street to be made by removing through traffic, especially heavy goods vehicles. 21.35 A bid for funding this scheme was made in the 2000 Local Transport Plan submitted in July 2000.Conditional approval was given in December 2000.The Cradley Heath Town Centre Transportation Strategy is currently programmed towards the end of the five year capital programme, i.e. around 2003/04. 21.36 The opportunity to develop a Bus Showcase Route between Halesowen and Brierley Hill via Old Hill and Cradley Heath is enhanced by: the presence of the Old Hill By-pass (which reduces through-traffic in that centre); the proposal for the Cradley Heath By-pass (which has the potential to eliminate through-traffic); and the retention of a number of road improvement lines. A Bus Showcase Route involves bus priority measures, better access to buses, more information, and consequently, improved journey times. Implementation of the Halesowen to Brierley Hill route is scheduled to start in 2001/02, subject to funding.
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