Ponty Report test - Rhondda Cynon Taf County Borough Council · 2016. 5. 9. · Pontypridd Regeneration Strategy - Final Report 1 Preface A VISION FOR PONTYPRIDD The aim of the Council

Pontypridd Regeneration Strategy - Final Report 1

Preface

A VISION FOR PONTYPRIDDThe aim of the Council is to make Pontypridd the ‘County Town’; theeconomic hub and driving force for the whole of Rhondda-Cynon-Taff,and a gateway for new investment, innovation and sustainabledevelopment. Pontypridd is located at the confluence of the River Taffand the River Rhondda, and is centrally located within the CountyBorough being accessible from the Rhondda, Cynon and Taff valleys.To make it the County Town, such a vision will demand an unwaveringpolitical commitment to change people’s perceptions of Pontypridd asa place.In order to make Pontypridd attractive to visitors, and thereby investors,the Council must work to remove the uncertainties affecting the town’scentre; breath into it a new sense of confidence and sign up to a co-ordinated ‘Action Plan’ that sets out its future vision for the role of thetown centre and the steps that need to be taken to deliver it.Pontypridd has a variety of significant assets including:

• Ynysangharad Park• The River Taff and River Rhondda• Bus and railway stations providing connections to Cardiff, Merthyr

Tyfil, and also Cynon and the Rhondda valleys.• Direct access to the A470 trunk road• A Valuable historic townscape and physical fabric

Yet the potential for each of these assets to add value to the economyand activity in the town centre has been undermined or stifled byfractured thinking, a lack of confidence and a catalogue of delays andindecision about potential new developments.This strategy is intended to set a new agenda for Pontypridd, one whichthe majority of people who work, live or shop in the town can understandand, (even if they don’t agree with all the proposed initiatives whichmake up the strategy) they will agree with the principles which will makePontypridd more:• Convenient• Accessible• Safe• Comfortable

And above all,• Memorable

Convenient:by making it easier to park, to live, work or shop in the Centre.

Accessible:by removing the congestion with a radical new traffic managementregime.

Safe:by rationalising traffic circulation; enhancing pedestrian facilities/surfaces, improving signage, lighting and security surveillance.


Comfortable:by providing shelter from the elements and creating public spacesand streets which are enjoyable and stimulating.

Memorable:by reinforcing Pontypridd’s sense of ‘place’: working with its currentphysical assets, (Park, River, Railway, etc.) and the character of itshistoric physical fabric to create a place which visitors will want toreturn to again and again.

In order to create a vibrant town centre for Pontypridd, that is ahome to a complementary spectrum of retail, leisure, office, civicand residential uses, the centre will have to have a high qualitypublic realm and integrated transport services. It will need tocapitalise upon its unique heritage and will be a safe, sustainableand successful place at the forefront of competitiveness and goodpractice.New retail and leisure developments will be introduced in the heartof the town to enhance and invigorate the existing offer. Pontypriddwill become a prime-shopping destination, home to up marketretailers. New retail will be a catalyst for the town centre to evolveinto a distinct, vibrant and high quality mixed-use centre. Leisureactivities and a vibrant evening economy will grow.Residents, as well as those working and visiting Pontypridd willbenefit from the enhanced public transport system. There will bebetter accessibility for pedestrians, cyclists, buses and taxis throughand to the town centre. Enhanced public transport networks willimprove connections to the wider area. A well managed, privatecar access and parking regime with good models for pedestrianand cycle use will complement improvements.A good quality, well-managed and maintained public realm will setthe context for daytime visitors and the night time economy. Arenewed and strengthened heart will be defined by an enhancedtown square and the provision of new retail, civic and communityfacilities. Urban spaces will be safe to use by all ages and socialgroups at all times of the day and night.With local support and participation, new sustainable developmentswill be created and integrated with existing communities to providea high quality, higher density living environment which reflects thehistoric fabric of Pontypridd. These developments will feel urban,but will be sensitively designed to create a high quality urban form.The mix of tenure will be varied, creating a balanced community.Redevelopment of key sites in Pontypridd town centre will enablenew opportunities for work, shopping and other activities for thelocal population, making the area a more attractive place to live,work and visit. Pontypridd’s ideal is for all sectors of society toshare and work towards improving common interests including theenvironment, local services, employment opportunities andeducation.


The Regeneration Strategy for Pontypridd Town Centreis being prepared in order to place current activity andfuture opportunities into the context of a single‘Framework document’, and to create a comprehensiveand co-ordinated long term (10 year) strategy for thedevelopment of the town, which will guarantee its futureprosperity and the quality of life of its residents. As theProject Brief points out, 25 years of discussion havealready been spent trying to build consensus about whatneeds to happen in the Town Centre, without enoughvisible progress being made, while in the meantimecompetition for major development elsewhere inRhondda Cynon Taff has grown to present a threat toPontypridd’s status and future prosperity.Rhondda Cynon Taff County Burough Council believesthat thriving and vibrant town centres are essential ifRhondda Cynon Taff is to achieve its ambition of buildinga strong and sustainable local economy. Pontypridd isthe largest town in Rhondda Cynon Taff. It is a markettown with a university and is the commercial andadministrative centre for surrounding Valley communities.A Town Centre Forum has been established to co-ordinate activity between the Council, Chamber of Trade,Town Council, Glamorgan University, Police and otherkey stakeholders in Pontypridd. The Forum hassuccessfully raised the profile of Pontypridd with anumber of major events, and has forged progress on anumber of major projects such as the Angharad Walkretail development and the St Catherine’s Corner carpark. There have also been a number of big events inthe town, which have made good use of YnysangharadPark as a venue, and have attracted visitors and shoppersto the Town.The size and location of Pontypridd means that it hasthe potential to develop its “pivotal” role and importance,as the ‘County Town’ of Rhondda Cynon Taff. This studyis expected to produce a strategy that can achieve thisambition within a ten year period.There is already a wide range of projects underdevelopment in Pontypridd: The new bus station hasrecently been completed, major schemes such asAngharad Walk and St Catherine’s Corner have planningconsents and the Millfield depot site has been marketedto the private sector. In addition schemes for thepedestrianisation of Taff Street and the Park Lido havebeen developed to concept stage.‘Pontypridd in Partnership’ (PIP), as a partnershipbetween the Council, Town Council, GlamorganUniversity and retailers, is establishing important linkswith the University, to develop Pontypridd as a true‘university’ town. This will also assist in enhancing theTown as a major centre of cultural, recreational andentertainment activities.This study will ultimately gather a comprehensiveunderstanding of these existing projects and proposals.The study will then expand on them in the context of anoverall regeneration strategy, and identify opportunities

1.0 Introduction


to incorporate new ideas and proposals into a final, longterm strategy for the Town. The new “Framework” thatwill emerge will seek to integrate all the planned projectsand to ensure that the Town’s full potential as the ‘Countytown’ of Rhondda Cynon Taff is realised, without delay.The emerging draft strategy, or framework, will be subjectto a public exhibition. The final strategy will be costedand prioritised, with a realistic programme of deliveryprojected. Outcomes will be measurable against thepriorities of the Community Plan and the emergingEconomic Strategy. The framework will also provide theopportunity to feed into and inform the emerging LocalDevelopment Plan. The strategy will provide a supportingdocument for future funding bids that will be necessaryto guarantee sufficient investment support and to ensureits delivery.


2.1 CommercialThe chapter provides a contemporary analysis ofPontypridd town centre based on the economic and socialindicators typically used to assess and measure the‘health’ of town centres. The areas of analysis coverretail provision, transport, built environment, facilities,recreation and crime.

Retail sectorThe prime retail space in Pontypridd is located in theTaff Street/Market Street area. Key retailers includeMarks and Spencer, Boots, Woolworths and DorothyPerkins. Trading success is known to be variable forsome operators, although it is generally considered tobe less successful in recent years.The town centre offers a broad mix of retailers andservices and few apparent gaps or significant deficienciesin provision have been identified through stakeholdermeetings. A key issue seems to be the quality of theretail offer, with a considerable number of premises beingoccupied by discount sales and charity shop uses.The larger multiple retailers are concentrated at thesouthern and central areas of Taff Street, although Icelandand Somerfield are located in the northern area.Vacancy rates are variable throughout the town, althoughlow overall at approximately 1%.The Taff Vale Precinct at the northern edge of Taff Streetis a significant detriment to the centre, the 'internal' unitsbeing almost completely vacant and in a very poor stateof repair.Business confidence generally does not appear to behigh in the town centre with a few prominent exceptions(such as Alfred’s Bar/Restaurant).The Indoor Market occupies a traditional grand buildingin the centre of the town. The town does not appear toderive as much benefit from the Indoor Market as mightbe expected. Physical improvements to the building’sfabric, combined with a planned approach to the interiorarrangement and retail ‘offer’ might begin to address this.Equally, the bi-weekly outdoor market does not, as ashopping experience, appear to contribute significantlyto the retail offer of Pontypridd town centre. The rangeand price of goods for sale is generally comparable withthat already available elsewhere in the town (such asdiscount items). Consequently, the outdoor market isnot benefiting the town to the same extent as, say, alocal quality produce/farmers market might do.Pharmacy provision in the centre is provided primarilyby Boots, and Lloyds Chemist, Sheppards and theMorgan Street surgery.

Financial SectorA number of banks and financial institutions retain apresence in the town centre including Abbey, Barclays,Bradford and Bingley, Halifax, HSBC, Lloyds TSB and

2.0 Contemporary Analysis


Natwest. A number of these facilities provide 24-hour cashdispense facilities. Post Offices in the town centre arelocated on Mill Street and Bridge Street.

2.2 TransportPublic TransportPontypridd is served by a direct railway service fromCardiff to Merthyr Tydfil plus the Cynon and Rhonddavalleys. The railway station is located close to the towncentre to the south of Taff Street. Improvement workshave been carried out during the last few years to theStation complex and concourse, although the platformsstill contain some redundant buildings.The bus station is located at the opposite end of the townto the northwest, although there is a secondary busstopping area on Gelliwastad Road close to the Gyratory.The bus station has recently undergone a programme ofredevelopment works. The vehicular and pedestrianaccess points to the bus station are at the busy junctionof Morgan Street and Gelliwasted Road. There is a buslink between the railway station and bus station althoughit is unclear how well patronised this service is.

Traffic RoutesPontypridd is located at the intersection north - southtraffic routes (between Merthyr Tydfil, Cynon Valley, andCardiff via A470) and local traffic to/from the RhonddaValley and Ynysybwl.The town has recently been the subject of highway workscreating a road system around the town centre.Considerable congestion and delay can occur alongGelliwastad Road between Catherine Street and theA470 interchange (via Morgan Street and Bridge Street)and similarly in the direction of the town centre from theA470 on the connecting road adjacent to YnysangharadPark. Historic patterns of traffic movement combinedwith poor signage infrastructure result in traffic followinga congested route along Gelliwastad Road instead ofvia Broadway to the A470.Potential 'vehicular gateways' to the town are onBroadway for traffic entering the town from the Southand on Bridge Street for traffic entering from the A470junction. The Taff Vale Viaduct forms a dramatic gatewayfor traffic entering the town from the Rhondda valleyareas.

BicyclesThere are few designated cycle routes through the towncentre despite the close proximity of the Taff Trail andNCR47 passing through the centre of the town.


Car ParksThere are essentially three primary car parks in the town.The closest to the town centre is the Taff Street Car Park(next to the River Taff). This is known to becomecongested especially at peak times and peak days. Theperipheral car parks are the Goods Yard (to the rear ofthe Muni) and the Sardis Road Car Park. All are payand display and there are few parking spaces typicallyavailable during normal working days.The car parking proposals for the Angharad Walk andthe St Catherine's Corner Car Park will both provide moreconvenient options closer to the town centre.

2.3 Built EnvironmentLike most South Wales Valley towns, Pontypridd grewwith the industrialisation of the 19th century, and theassociated development of the Glamorganshire canal,iron (Merthyr), coal (Rhondda), and the establishment ofthe heavy industry (for example Chainworks in 1818).

LandmarksThe spire of St Catherine’s Church is a prominentlandmark for the town, and is clearly visible from the A470road. There are numerous other historic and landmarkbuildings/structures in the centre, such as the Market Hall,the Muni, the Town Museum, the Taff Vale RailwayViaduct (Brunel), Railway Station, MunicipalBuildings,and of course, the famous Old Bridge.The opportunity to enhance or accentuate these landmarkfeatures could be better exploited but are ignored through,say, the use of interpretative features, or improvementsto setting or treatment (such as night illumination).

FabricThe majority of the town’s built fabric originates duringthis growth period and there is a range of 19th and early20th century historic buildings dispersed widely throughoutthe town centre. The condition of buildings is variableand recently improved buildings are clearly prominent.Much of the built fabric at the northern end of the towncentre shows a lack of investment reflecting theunwillingness to spend on buildings whose future isuncertain in the context of the Angharad Walkdevelopment.A number of commercial premises in the town suggesttemporary occupation and/or perhaps demonstrate ageneral unwillingness to invest in maintenance of theproperties. In comparison however, there are some well-established town centre uses and new uses that arevaluable new assets, which instil some confidence in thetown’s economic future.The town is devoid of modern landmark architecture.Recent proposals for St Catherine's Street Corner andAngharad Walk may go some way to addressing this.


Public RealmThe public realm in the town centre needs investment. Itis often marred by heavy traffic movements. Part of TaffStreet accommodates one-way traffic flows (northernsector) and the remainder is ‘access only’. There appearsto be insufficient enforcement or policing of illegal trafficmovements along Taff Street as drivers drop-off/pick-uppassengers. This, combined with deliveries and busmovements, increases the danger to pedestrians andreduces the attractiveness, safety and comfort to theusers of the properties.The most attractive streetscapes are those of MarketStreet and Church Street which have a generallyconsistent and sympathetic pattern of surface treatmentand street furniture. Most streetscapes in the town areblighted by unsympathetic maintenance of street and/orbuildings.Accessibility in the town centre is difficult for wheelchairsand pushchairs. Access to the individual shops and freemovement through the shopping area is hampered orprevented by the design of the public realm. Abrupt kerbs,uneven surfaces and illegal traffic movements combinein this respect.Soft landscaping in the town centre is very limited, andalmost non-existent apart from the temporary landscapingassociated with the ‘town in bloom’ events which areunderstood to be quite successful.

RiverscapeThe town is located at the confluence of the Rivers Taffand Rhondda. The historic development of the town, inparallel with other industrial revolution towns, hastraditionally ignored the rivers and consequently buildingsback on to them and they are generally obscured from


view from the town centre. Views of the River Taff arelimited to those from the Taff footbridge, the Old Bridgeand the park. The River Rhondda can be seen from thepavement on the northern sector of the Gyratory andSardis Bridge. Unfortunately most of these views aredominated by the rear elevations of commercial buildingswhich tend to be neglected, backland areas which donot exploit their aspect or waterfront location.

Gateways and Pedestrian LinksPedestrian gateways into the town do not appear to beexploited in any planned form. Key gateway points arelocated on pedestrian routes from car parks into the towncentre but are not identified in any way.Links from the town centre to the Taff Street Car Parkand the Sardis Road Car Park are compromised byhighway infrastructure, narrow pavements and poorlegibility.Principal pedestrian links follow routes to/from peripheralcar parks, plus the bus and train stations to the towncentre. However, none of these routes (except possiblyto/from the train station) is attractive, desirable or legible.Both peripheral car parks are located at high level relativeto the shopping area and pedestrian routes are‘squeezed’ onto pavements right next to busy roads (suchas the Gyratory System or Morgan Street) and areconvoluted and difficult for wheelchair, pushchairs andless able-bodied people.This, combined with other factors discussed abovereduces the attractiveness of the centre as a shoppingdestination with a consequent reduction in visits bypotential shoppers who have the means and opportunitiesto travel to centres that are perceived to be of greaterattractiveness, convenience and overall accessibility thanPontypridd (eg. Talbot Green Retail Park).Pedestrian links to Ynysangharad Park from the towncentre are limited to the footbridge (adjacent to the M &S service yard) or via Bridge Street at the northern endof Taff Street. The footbridge provides an attractivegateway to the Park although it is neither a prominentnor obvious feature from Taff Street and could easily bemissed by visitors to the town.

2.4 EducationPontypridd benefits from strong links and associationswith Glamorgan University. The University campus islocated in Treforest – a distance of approximately onemile south from the town centre. There are estimated tobe approximately 2,000 students living in the local areaplus 1,000 on campus.A regular bus and train service provides a link betweenthe University and the town, however the pedestrian routeis perceived to be long and unattractive, and runsadjacent to a busy trafficked road (Broadway).


The facilities of the town are used by a proportion of thestudents for shopping (for example, Iceland, Somerfield,Indoor Market) although it is acknowledged that thereare generally few large-scale attractions for students tocompete with the attraction and relative ease of accessand facilities in Cardiff.The potential economic benefits of this customer marketneed to be maximised, although efforts (such as trader’sdiscounts to students) are being made.

2.5 Culture, Tourism and EntertainmentThe ‘Muni’ Arts Centre and the Pontypridd Museum aresignificant cultural facilities in the town centre. Thehistorical importance of the Old Bridge (constructed in1756 by William Edwards and was the longest singlespan bridge in Europe for a century) appears to besomewhat underplayed in terms of the town’s profile.Furthermore the National Anthem of Wales ‘Mae HenWlad Fy Nhadau’ was written in Pontypridd in 1856. Thisis identified by a commemorative plaque on the elevationof the building facing the Gyratory system/Sardis Bridge.Tourism facilities in the town include the Museum andTourist Information Centre.Intepretation features, such as town maps or informationboards, are not prominent in the town and there is ageneral lack of coherant signposting, particularly in thecar parks.Tourist accomodation in the town centre is limitedalthough some provision does exist (eg. Market Tavern).More substantial hotel accomodation does exist inreasonable proximity to Pontypridd at Junction 32 of theM4 and at the Heritage Park Hotel (Trehaford).The town Library is not a prominent facility in the towncentre due to its peripheral location to the west ofGelliwasted Road.Public Houses and cafes are generally concentrated atthe southern end of the town centre. ‘Takeaways’however are generally concentrated at the northern end.The number of restaurant/bar facilities in the centre islower than would normally be expected in a town of thissize (Pontypridd must be one of the very few towns of itssize which does not have a multi-national fast foodtakeaway/restaurant/burger bar in the town centre).The ‘Muni’ Arts Centre includes a cinema which offerstwo screenings per day and provides concert and theatrespace as required with the Circle Gallery providing artexhibition space . Pontypridd indoor bowling centre islocated in the Goods Yard Car Park to the rear thereof.The Bingo Hall (located at the junction of Taff Street andSardis Road) is understood to have recently closed andit is uncertain whether it will remain viable in this use.Bingo halls are located in some surrounding towns.There is therefore a very limited range of attractions orreasons for visitors to use the town centre during theevening or night except for drinking in the public houses


and/or visiting one of the few restaurants or takeawayswhich are open at night.

2.6 Open Space and SportThe town benefits from a considerable area of formalplaying field provision in the Ynysangharad Park on theopposite side of the River Taff. Direct pedestrian links tothe Park are limited to one footbridge across the river.The footbridge forms only a modest, and somewhatdiscreet, gateway to the Park from the town centre.The Park is a Memorial Park (opened 1923) and there isconsiderable local opinion that this should remain theprimary purpose of the Park. The current proposal forthe redevelopment of the Taff Vale Centre involves a linkinto the Park and a multi-storey car park at the northernend of the Park (on the site of the Health Centre). Thecar park has become the most contentious aspect of theTaff Vale redevelopment proposals and is regarded as asubstantial reason for not encouraging the scheme,despite the wider benefits that the town centre andPontypridd might derive from it as a whole.Facilities in the Park include Tennis courts, ChildrensPlayground and paddling pool, bowling green, minaturegolf course, and formal gardens. The latter is animportant facility for the town that attracts a considerablenumber of visitors during the summer months.The adjacent Lido is a well known landmark in the townhowever changing trends and a lack of funding/maintenance led to its decline and closure in the 1990’s.It is derelict, frequently subject ot vandalism and is nowa liability to the Council. It is nevertheless a listed buildingwith historical interest. The re-use of this building hasbeen the subject of an earlier study (Strategic LeisureFeb 2004) although the costs of re-use are known to beconsiderable.The Park also contains a cricket ground (PontypriddCricket Club has been based there since 1870) plus othersports pitches (rugby/football). The long term use of thePark appears to be constrained by access restrictionsand/or legible access to the area in particular, pedestrianaccess from the nearest car parks is neither direct norattractive. A bus stop is located at the northern gatewayto the Park on Bridge Street.The Park is know to be well used during the summerand the summer events programmes have been popularand very well attended.The town centre does not derive as much benefit fromits proximity to the Park as it should. This is underminedby the lack of physical integration with the town (signage,links and legibility) plus the restrictive approach that isgenerally taken to the usage of the Park and its Memorialstatus.The Taff Trail long-distance walking/cycle path skirts thetown at Bridge Street/A470 junction before followingresidential streets of Trallwn. This location is also theconnecting point of National Cycle Routes 8 and 47. The


latter is routed through Ynysangharad park and acrossthe footbridge into the town centre.The Pontypridd Rugby Ground is located on Sardis Roadto the west of the town centre. Planning applicationshave been recently submitted for the use of the site for afoodstore and non-food retail purpose.Despite the outdoor sports pitches and tennis courts thereis no leisure centre or swimming pool in Pontypridd towncentre. The nearest facility is at the Hawthorn HighSchool approximately two miles from the town centre.

2.7 CrimeThere is evidence of vandalism and graffiti in the towncentre particularly in the Taff Vale Precinct area, alongthe Riverside Walkway and at the Lido. Overall, thoughthe perception of vandilism appears to be relativelylimited.Youth crime is considered to be a problem in the towncentre at night. The few night uses that are located inthe town are attractive to a generally narrow sector ofthe population (takeaways and public houses).Commercial premises are closed and obscured from viewby security shutters, town centre residential uses are verylimited and other evening/night facilities tend to be car-based or located on the edge of the town centre andconsequently do not generate as much pedestrianmovement through the town centre (for example Muni orBowling).


Pontypridd’s retail market has experienced a period ofstagnation over the past 15 years both in real terms andin relation to comparable local centres.Like many town centres in the region, Pontypridd’s retailoffer is concentrated along a single trading thoroughfare,Taff Street, which is elongated from Marks & Spencer inthe south to the Taff Vale Centre car park in the northand between the River Taff and Catherine Street.Although not restricted by some of the physicalconstraints which handicap some neighbouring centresthe building stock still contains a high level of sub-sizedunits.Although historically Cardiff has been responsible for asignificant level of leakage and will continue to do, furtherpressure has been exerted over Pontypridd’s greatercatchment in recent years by the improvement ofneighbouring centres. Most notably Merthyr Tydfil, whereBeacon’s Place anchored by Tesco has recently opened,and in the future, the open A1 out of town scheme atLlantrisant where lettings have been achieved to Next,Marks & Spencer, Boots, BHS and others. In bothinstances, shoppers are attracted by a greater range ofcomparative goods on offer and an easily accessible,shopper friendly, environment.In contrast, Pontypridd’s retail environment has arguablydeteriorated over recent years not least due to theabsence of proactive asset management of the Taff ValePrecinct Shopping Centre that has continued to diminishin quality. The ongoing uncertainty surrounding a morecomprehensive redevelopment has effectively blightedthe scheme and discouraged other investment.Elsewhere, of the remaining national multiples, many arein need of refurbishment and offer dated fascias and shopfits though Marks & Spencer remains a key anchor andfootfall generator which raises the profile of the town.The presence of Marks and Spencer does provide animportant point of difference and it can be a determiningfactor in shopping patterns.Despite this generally held market perception, Pontypridddoes have some reason to be optimistic. According tothe information company Focus, 40% of the UK’s top 20comparison goods multiples are represented in the towncompared to 45% in Merthyr, 35% in Port Talbot and 30%in Caerphilly. There are also at least 20 publishedoutstanding requirements from retailers seekingrepresentation in Pontypridd whilst the town’s profilewould also suit further retailers should a critical mass ofcomplimentary retailers be achieved. Rental values havefluctuated little over the last 15 years and have notdemonstrated any growth over that period. Prime rentsare in the region of ZA £50 - £60 psf compared to MerthyrTydfil at ZA £70 psf and Cardiff at ZA £275 - £300 psf.However, the critical trigger for any revitalisation of thetown’s retail market will be renewed confidence whichcan be driven not only by the development of a towncentre shopping scheme but by adopting wider reachingtown centre projects. Improved parking and a modern

3.0 Commercial Property Market


build environment providing optimum sized andconfigured units, meeting current retailer requirements,will go a long way to delivering an enhance retailenvironment which will help regenerate the town centre.It should also defend the town’s economy from furtherleakage to Cardiff and the expanding out of town offer atLlantrisant.Equally, a redevelopment of the Taff Vale Precinct willsignal the conclusion of years of uncertainty anddemonstrate to end occupiers and the public alike thatPontypridd can provide a vibrant and attractive place totrade.


4.1 IntroductionArts and Culture as an Integral Part of Town CentreActivities.The Regeneration Strategy for Pontypridd seeks to createan overarching framework which promotes furtherinvestment in the town centre. Implicit within such astrategy is the need to increase visitation to the centre,raising its profile as a place to work, do business, shopand spend leisure time.

ContextHistorically Pontypridd has always enjoyed a rich tapestryof cultural activities in a variety of different types andstyles of venue. Today this is still reflected in the numberof pubs, clubs and more formal arts and culture venues.These do play an important role in attracting visitors tothe town centre both day and night. In more recent yearshowever, the town centre’s image has become moreassociated with pubs and cheap alcohol. There is aneed to redress this balance and make Pontypridd towncentre more appealing to a broad cross section of thecommunity.

DemandIt is understood that the Council receives regularenquiries from a wide variety of small businesses fromthe creative arts sector demanding economical space torent from the creative industries sector of the communitywhich could contribute significantly to the economicgrowth and, more importantly, the economic sustainabilityof the town centre. This latent/pent up demand couldadd significantly to the diversity and attraction of the towncentre and indeed broaden its appeal to a wider audienceof investors and business people in the Creative ArtsCommunity. Demand for space ranges from musicalartists seeking rehearsal space, to artists andcraftspeople looking for workshops and retail outlets.

4.2 Key IssuesRentalsInevitably the nature of many of these fledgling‘businesses’ precludes them from paying commercialrents for premises but does suggest that there is anopportunity for them to collectively access retail andworkshop space in line with the principles of a business‘incubator’ or Technium which has found success in WestWales.

Representation: The need for a ComprehensiveSupport NetworkAt present there is no framework or network in Pontypriddfor people in the Creative Arts Industry to ‘tap into’, orseek advice from, in terms of co-ordinating a responseto the demand or the needs of businesses in this sector.

4.0 Arts and Creative Industries/ Culture


The Regeneration Strategy therefore needs to set in place arepresentative organisation or network which can serve theneeds of this sector (eg. a Creative Industries Forum.)

VenuesThe obvious, but not necessarily appropriate, response to thesituation would be to advocate a Cultural or Arts Quarter forPontypridd town centre. This could then act as a focus forthis sector of the business community to invest in. However,the needs of this sector are not necessarily best met by aphysical manifestation or ‘designated area’. It is our view thatit will be more appropriate to ‘enable’ creative entrepreneursto access information and support and then appropriatevenues for their activities. Appropriate venues may alreadyexist and indeed some notable examples have come to lightduring our appraisal of the town centre such as:• The Old Town Hall (in private ownership with considerable

refurbishment costs)• YMCA• Bingo Hall• Muni Arts Centre• Municipal Buildings (Chamber)• Pontypridd Museum• Clwb yr Bont

4.3 Summary and ConclusionIt is recognised that the Regeneration Strategy for Pontypriddneeds to be multidimensional and consider all sectors of theCreative Arts Community from musicians, painters,ceramicists, cultural heritage, general crafts people andperforming artists. No one facility is likely to be able to meetall their needs. However, Pontypridd has a history of cultureand the arts (from the composing of the Welsh NationalAnthem to Tom Jones) and it is well placed as a gateway tothe culture of the Valleys to set out its stall as the base for arange of venues for local creative industries. Indeed theprinciple of the themed street markets which has alreadyproved so successful could be expanded to provide the vehiclefor a wider variety of themed markets catering for:• Local Produce• Arts and Crafts• Ceramics• Street Theatre• Clothes• International Cuisine

These themes could then be assembled to create an annualFestival of Markets to create real critical mass and attract amuch wider profile and reputation than the town currentlyaspires to.


5.1 Strategic PrinciplesThe use of events to assist with urban regeneration isnow a widely accepted activity. Events can successfullycontribute to the repositioning, profiling and promotionof a town whilst creating an atmosphere that animatesand enlivens the townscape. An event can be a one-offoccurrence or a regular happening each year. It can takeplace over one or two days or be spread over a longerperiod.Many towns have developed signature or ‘hallmark’events that are unique and are recognised as beingdirectly linked to a particular place. Good examples ofsignature events from Wales would include: LlanwrtydWells’ ‘Bog Snorkelling Championships’, Llandrindod’s‘Victorian Festival’, Swansea’s ‘Dylan Thomas Festival’,Abergavenny’s ‘Food Festival’ and Hay’s ‘LiteratureFestival’.It has been shown that events can make a significantcontribution to the local economy and in terms ofattracting both day and staying visitors into a community.For these reasons the Welsh Assembly Government hasadopted a National Events Strategy whilst both the WalesTourist Board and the Arts Council of Wales encourageand support events as a strategic development tool.There are no clear-cut rules as to what makes asuccessful event. Events are a success when theycapture the public’s imagination and are well run. Thereare, however, some basic principles which can guide thedevelopment of an events strategy in order to increasethe likelihood of the events being a success. These arediscussed below (Section 5.2).Rhondda Cynon Taf has established a good reputationfor supporting, sponsoring and organising events,especially in Pontypridd and, notably, in Ynys AngharadPark. As a result, there is existing expertise and a goodfoundation upon which to build for the future. There hasalso been, traditionally, a good response from thecommunity towards these locally organised events. Thecommunity is, therefore, likely to be receptive to thefurther use of events to help the regeneration ofPontypridd.

5.2 Guiding PrinciplesThe development of a sustainable, successful eventsprogramme depends upon a number of physical andorganisation factors:(a) The availability of appropriate event venues and

spaces;(b) The availability of an experienced events

management team on the ground;(c) An adequate infrastructure to support events including

public transport, car parking, access to utilities, accessto equipment (sound, lighting, signage, barriers,portable toilets, etc) and access to stewards;

(d) Experience of dealing with independent promoters orexpertise in directly promoting events.

5.0 Events Strategy


In addition, events are more likely to be successful if theyhave the following characteristics:(a) They emerge out of an existing community event or

an event already rooted in the community;(b) The event reflects or harnesses a strong indigenous

storyline, an existing resource(s) and/or is directlylinked to the history and heritage of a place;

(c) The event involves the local community in differentways: as participants, as works/volunteers;

(d) The event develops civic pride and is associated withenlivening, celebrating and enhanced promotion ofthe community;

(e) An events strategy for Pontypridd should createopportunities for other parts of the District to becomeinvolved or as beneficiaries.

As a result, events need to grow out of the community.They need to harness the strengths and assets of acommunity. Events that are imposed and have no specificrelevance or relationship to a community will always bemore difficult to deliver. These are importantconsiderations when considering the potential of eventsin Pontypridd.

5.3 Indigenous Themes and ResourcesThe following represents an initial audit of key themesand resources that could form the basis of future eventsin Pontypridd. At this stage this schedule aims to highlightopportunities; it is not prescribing the type of events thatcould take place.

(a) Themes• Rugby• Male voice choirs• Dr William Price• Welsh National Anthem• Stone Bridge• Richard Attenborough’s Film Academy• Tom Jones• Local music scene

(b) Resources• River Taf and river frontage• Ynys Angharad Park• Sardis Road Rugby Ground• University• Pop Factory• Sports pitches• Local cinema and theatre• Taf Trail/Celtic Way• Rhondda Heritage Park• Heritage Park Hotel


5.4 Aims and Objectives for an Events StrategyThe aim is to propose an events template that willencompass current products, new initiatives andpartnerships with independent promoters to assist thedevelopment of a distinct and sustainable events portfoliofor Pontypridd and surrounding area.The objectives are to:• Increase footfall and economic benefit to the town;• Create a unique identity for Pontypridd;• Support community regeneration and instil civic pride;• Foster a sense of ownership (and valid return on

investment) within the community;• Encourage participation and sporting competition at

all levels;• Unify the existing infrastructure of the town.

5.5 ContextThe consultations undertaken to date concerning anEvents Strategy include:• Peter Hands, Heritage Hotel• Elisabeth Whittle, Cadw: Welsh Historic Monuments• Councillor Robert Bevan, RCT• Chris Edwards, Town Centre Manager• Chris Richards, Event Manager• Brian Davies, Pontypridd Museum• Pontypridd Town Centre Forum• Pontypridd Chamber of Trade• Capital Region Tourism Partnership

There are several existing large/medium-scale eventsthat occur regularly in the town. Existing products includeannual music/popular culture events (Parti Ponty),themed events (Winter Wonderland, French and Italianmarkets), lighting/laser shows and fireworks displays (AllLit Up) and recently floral displays. There are numeroussmaller-scale events and exhibitions throughout the year.Events that are remembered with pride and affectioninclude Rugby at Sardis Road (recent loss of status iskeenly felt), Cricket (Glamorgan vs. South Africa - 1994),the Taff Street Dash (a sprint race held on severaloccasions in the town) and a laser light show - 2002(staged in Ynysangharad Park).At a recent workshop with Members of the Town’sRegeneration Group, the following events assets wererecognised:• Pontypridd is a recognised market town with an active

Town Centre Forum;• Birthplace of several famous people and home to

internationally recognised cultural icons;• Ynysangharad Park contains event areas capable of

hosting large-scale outdoor events in close proximityto the town centre;


• Sardis Road ground;• University of Glamorgan situated close to the town.

The following were identified as strengths:• Proposed partnerships with the University of

Glamorgan;• Accessibility (particularly by rail);• Several historically proven venues;• Famous sons and daughters, artists, designers,

composers and engineers.

The following were identified as weaknesses:• Traffic management, including vehicle flows and car

parking;• Local lack of expectation;• Some weak civic organisations;• Physical problems of a town that has “turned its back

on the river”;• Inappropriate or inadequate signage

Event suggestions from the workshop included:• 2006 anniversary celebrations (stone bridge and

national anthem);• Events concerned with innovation, engineering and

design;• Lighting (park and bridge);• Heritage tourism packages (celebration of bridges,

chain works etc.);• First class music event;• Band event;• Commission a play by local author;• Community play;• International Film Festival;• Multimedia installation;• Reinstate foyer of railway station;• Public art trailer;• Build something significant and commemorative.

5.6 Proposals and RecommendationsProposal -To develop a portfolio of medium-scale events thatcomplements the existing product and provides a uniquesignature for Pontypridd. The events should be devisedand developed in line with WAG’s National Events Strategy.Event Design -Focus on the concepts of “real” (e.g. “Real Rugby”), “as itshould be” (e.g. “The National Anthem as she should beheard”) and “innovative” (e.g. The Pontathalon”). Thistheme strongly reflects the heritage and character ofPontypridd and its residents.


Event Framework -Each event should be piloted, or have at least 12 monthslead-in to maximise benefits. Events should beintroduced incrementally and evaluated over a period ofup to three years.

Event Strands(1) Anniversary Celebrations

Commemorations in 2006 of the 150th anniversary ofthe National Anthem and the 250th anniversary of thebuilding of the world’s longest single span stonebridge.

The Anthem - as she should be heardIn 2005 launch (Tom Jones?) a celebrity challengeto come up with the most innovative version ofthe anthem, composed by James James, a pubharpist and reputedly meant to be played “up-tempo”. Those who accept the challenge mightbe invited to unveil their version in a judgedcompetition during 2006. The venue/scale of theevent will depend on the response. The winner’sprize should be an opportunity to perform theirversion of the anthem at a prestigious event/venue.Duration: One or more evenings, depending ontake upFrequency: Once only (High Broadcast/Mediapotential)Promoter: Town Centre Forum/RCTCost range: variable, between £10K-100K

(2) Hybrid eventA hallmark event for Pontypridd, drawing on a rangeof strands: sport, commemoration, heritage andpopular culture.

The Pontypridd PontathalonThe town has a number of bridges, several ofwhich are significant in terms of design andengineering. An event might be staged to linkthe bridges, town, river Taff and surroundingcountryside, involving a series of challenges thatrequire strength, agility, ingenuity and stamina.These could include a “Parkour” or “free running”activity, a new take on the “Taff Street Dash”, anorienteering element, “crossing the river withoutgetting wet” or “pushing a mattress up theRhondda” etc.. As with the annual SnowdonRace, this could attract local, regional, nationaland international competitors. Piloting this eventto a local audience in Year 1, this event couldwithstand major development for Year 2 andbeyond.


Duration: One weekFrequency: Annual (Broadcast/Sponsorshippotential)Promoter: Partnership eventCost range: £ unknown

(3) Sport, Fitness and HealthA youth event, focused on participation, health andfitness.Real Rugby - as it should be playedPilot and launch the event in Year 1 by enlisting thesupport of a sporting Champion (Neil Jenkins?) andorganising a high profile veterans’ match. Develop insubsequent years to involve youth teams in aknockout competition. Matches might be played atvarious grounds in the area, with the finals at SardisRoad.Duration: Two daysFrequency: Annual (Sponsorship potential)Promoter: Ponty Rugby LtdCost range: £5K-10K

(4) Cultural/CommemorativeThis is a project to focus the town’s positive imageand signpost its economic regeneration.The Tom Jones PavilionA suitable area for major events is the Lido withinYnysangharad Park. Currently this site is semi-derelict, with no potential for complete restoration. TheLido is a listed building and important as it is probablythe last surviving Lido of its size in Wales. Whenthreatened it is vociferously defended. An elegantsolution might be to restore part of the existingbuildings as technical support facilities and developthe remainder of the site as a multi-purpose publicevent and recreation space, incorporating a tensile,semi-permanent, flown roof over. This would createa unique, covered outdoor arena for concerts, theatre,dance and lit spectacles. Additionally, the builtstructure could incorporate a new bridge over the river,thus uniting the park and town. This would be aninnovative engineering project echoing strong localthemes. Selection might be by means of acompetition, open to architectural practices throughoutWales, offered through the National Eisteddfod 2006in Swansea and organised in conjunction with theWDA. It would aim to attract public and privatefunding, named sponsorship and endowment. Thisfacility would enhance existing events and encouragenew events to the town.Duration: Medium/Long termFrequency: Continuous, year roundPromoter: RCT, WDACost range: £unknown


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(5) Existing and Ancillary EventsParti PontyContinental MarketsSeasonal LightingFloral Displays and ExhibitionsMuseum ExhibitionsYouth Theatre Productions

2005 - 2009 implementation schedules

Event Decisions - The above event strands are notintended to be prescriptive, but indicative of the brief: todevelop hallmark events with regional, national orinternational significance. As previously discussed, it isvital to the process that events are generated from withinthe coordinating organisation and conform to local needswhilst trying to challenge local perceptions. These are“clays” and there to be shot at, but what finally replacesthem should be of similar weight and able to fly as wellor even better!

5.7 Organisational StructureBuilding a Team - In order to draw down funds, workeffectively with partners and manage tasks effectively,members of the coordinating group(s) should form aproperly constituted, not for profit organisation. For eventplanning and coordination the organisational structureshould be flexible, based on a “wheel and hub” model,and toward the “Organic” end of the “Mechanistic/OrganicContinuum” (see below)

MECHANISTICRigidly Structured

Organisation(Vertical)

V V

ORGANICFlexible Structured

Organisation

THEMECHANISTIC/ORGANIC

CONTINUUMBureaucratic

Decentralised


The Planning ProcessRoles and Responsibilities -Once the organisation is constituted the roles andresponsibilities of members and the arrangement of sub-groups, including overall target outcomes, should beagreed.

Identify key partners -Event champions, funding bodies, local authoritydepartments, emergency services, commercial andcommunity stakeholders.

Form a Stakeholders’ Committee and a Safety AdvisoryGroup.

Event planning sequence -Formulate ideasPrepare event proposal(s)Test feasibilityMake decisions based on feasibilityPlan & organisePrepare & promotePresentEvaluate

The event planning sequence should realistically allowa lead-in of around twelve months, during which 80% ofavailable time and effort should be assigned to theplanning, organising and promoting of the event(s).Timescales for funding applications vary, but it isadvisable to allow at least the maximum indicated in thefunders’ guidance notes, particularly if the viability of anevent depends on external funding sources. Currentindications are that many funding applications requirenine to twelve months lead time in order to be effectivelyimplemented. It is advisable to undertake regularevaluation of each event to inform future development.

5.8 BudgetingCosting guide - Infrastructure costs, based on a medium-scale (2000-4999 pax.) outdoor, ticketed event of up to3 day/evening duration, are estimated to be:

Venue hire To be agreedLicence fee 1500Performers’ fees TBAInsurance - PL/EL 1500+Stage (10m frontage) 7500 per weekTents & temporary structures 2500 per weekLighting (stage) 3000 per weekLighting (amenity) 1500 per week


Sound (PA) 3000 per weekToilets 1500 per weekToilets (Cleansing) 400 per daySignage (AA) 600Fencing & barriers 3000 per weekEmergency services - attendance 2500 per dayCCTV provision 750 per dayWaste management 500 per dayEvent safety management 750 per daySecurity & Stewarding 2000 per dayEquipment, miscellaneous 3000+Consumables 500 per day


6.0 Character Zone Appraisal

OpportunitiesAttributesZone1. Ynysangharad ParkMuch loved Memorial Park. Hugeheritage asset as well as tourismattraction. Significant river frontagewhich is under exploited.

2. Riverside and riverconfluenceMost significant unexploited asset ofthe Town. The wide sweeping RiverTaff has potential to create moreamenity for Town Centre andreinforce links to Park.

3. Taff Street/Retail CoreTaff Street is the principal shoppingstreet of Pontypridd. It is anunusually long, characterful retailarea which deserves greaterinvestment and enhancement. Thenorthern is probably the part ofPontypridd which has sufferedmost from the uncertainty whichhas surrounded the Angharad Walkretail proposal.

Highly visible from strategicnorthern and eastern gatewaysto town centre. Natural venuefor events and festivals.Registered Historic Park.

Wide free-flowing Taff offers adynamism and potentialwaterfront for Pontypridd.Riverside walk has goodaspect over river and Park.

Historic and architecturallyinteresting, this is a traditional‘high street’ which reflectsPontypridd’s Victorianheritage. Taff Street offers arange of outmoded retailfloorspace and whichdemands a comprehensiveupgrade and some form ofpedestrianisation.

Need to consolidate and developtourism potential and strengthenlinks to Town Centre – opportunityfor more pedestrian connectionsacross River.

Need to establish better links, withand over River, between TownCentre and Park and raise profileof River Taff as a potential amenityarea.

Uncertainty over the Angharad Walkdevelopment has blighted the TownCentre’s prospects in recent years,but new consent should nowprovide springboard for furtherinvestment in the wider streetinfrastructure, traffic managementand a flexible pedestrianisationscheme.

4. Market Area/ChurchStreet/Mill StreetAlthough integral to the retail ‘core’this area enjoys a different smallerscale and more intimate characterthan Taff Street. Includes thesignificant indoor market andderelict Town Hall as well as theformer Co-op site facingGelliwastad/Catherine Street (usedon Saturdays as part of the outdoormarket).

The former Co-op site presentsa large gap in the Victorianfabric of the Town Centre. It’ssignificance as an investmentlocation will increase once themulti-storey car park iscompleted on the StCatherine’s Corner siteopposite. Covered byConservation Areadesignation.

Opportunity to create a new mixeduse development with focal openspace comprising commercial retail/offices, car parking and potentiallyeven some residential developmenton a site at the ‘heart’ of the TownCentre. Potential to build upon thecatalytic effect of Alfred’s Bar andthe possible ‘Cafe’ Quarter.


OpportunitiesAttributesZone5. Gelliwastad RoadThe professional/business quarterof Pontypridd. A long widecarriageway still dominated bythrough traffic and congestiondespite alternative relief routesaround the town centre.

6. The Gyratory

Off-centre, transport-dominatedarea of ‘no-mans-land’ which hidesthe attractive asset of an interestingbend in the River Rhondda.

Characterful architecture, awell defined public domain andsome significant buildingsincluding St Catherine’s and StDavid’s Churches, MunicipalBuildings, and muni ArtsCentre. It offers a formal andpotentially prestigiousbusiness address forPontypridd. Also covered byConservation Areadesignation.

Offers a segregated pedestrianlink from the westernapproaches to the TownCentre and dramatic views ofthe railway viaduct arches aswell as a peaceful stretch of theRiver Rhondda.

Opportunity to build upon thecharacter of the area to create arecognised ‘business quarter’ witha radical new approach to thehighway corridor, local access andparking arrangements.

Although significantly overgrownand presently uninviting, could offeran enhanced pedestrian access tothe Town Centre, subject to accessand traffic circulation. Thedominating feature of the viaductarches could be significantlyenhanced through 'feature lighting'.

7. Western ApproachesIncorporates a diverse range of siteswhich although not directly related to theTown Centre do offer developmentopportunities which could strengthenPontypridd’s town centre offer in termsof complimentary leisure, officeand residential developmentopportunities.

8. Northern GatewayFocus of one of the most significanthistoric river crossings and entrancesto Pontypridd Town Centre. Thetransition from the A470 intersectionacross the river to Berw Road and thetown’s new bus station provides a real‘threshold’ to the town centre.

Comprises former Mill StreetDepot, Pontypridd RFCground, Sardis Road Car Parkand the former NCBLaboratories site. A range ofdiverse ‘fringe’ sites which areisolated from the Town Centreby road and rail infrastructure,but which offer strategicopportunities which couldstrengthen the vitality of theTown Centre.

The historic ‘Old Bridge’,Museum and Park Riversideprovide iconic references toPontypridd’s heritage andantecedents. Unfortunately thisgateway is blighted by the uglyedifice of the Taff Vale Centre.

Taken together as a portfolio of sites(3 are Council owned), these couldoffer a substantial strategicdevelopment which might appeal tothe private sector. The Depot andRugby Ground benefit fromvaluable riverfronts which couldhelp harness a range of leisure,residential, office and parkingprojects. There is therefore theopportunity to enhance the riverfrontage.

Potential to create a grandstatement of entrance to the TownCentre by day and night. Thisgateway demands much greaterarticulation. The establishment ofa proper ‘gatepost’ building withpresence at the northern end of TaffStreet to signal the entrance to theTown Centre and which respondsto the architecture of the Museumopposite.


OpportunitiesAttributesZone9. Southern GatewayHighway dominated road corridor intoPontypridd which bypasses any aspectof the town centre to its north, but whichnow offers a more positive aspect to theentrance to the Railway Station to thesouth.

The high retaining walls of therailway embankment and theelevated railway station providea dramatic southern flank to the‘Broadway’ dual-carriagewayentrance from the A470. Thenorthern flank is morefragmented but does offerattractive views to the Park.The Station is covered byConservation Area designation.

While the southern gatewaycomprises a large piece of highwayinfrastructure there must be anopportunity to create a moredramatic focus in terms of newsurfaces, lighting and signagewhich can celebrate and advertisethe relationships and links betweenthe Station, Taff Street and the restof the Town Centre.


7.1 Strategic Positioning/ProfileThe Council (members) need to recognise the significanceof Pontypridd in the overall hierarchy of town centres in theCounty Borough. The health of Pontypridd is the key to thehealth of the Rhondda Cynon Taff Valleys. There needs tobe an understanding that resources must be more focussedon the County Town as opposed to ‘spreading the jam toothinly’ across the whole County Borough. This is not tosuggest that the other towns should be ignored, however,resources should be allocated relative to the significance ofPontypridd as the County Town. Pontypridd is the ‘heart’which keeps the ‘limbs’ alive: if it dies then all the others willwither and die in due course.This demands a political commitment and some clear thinking.Until there is a consensus on this issue it is going to beincreasingly difficult to win the support of the WDA/Assemblyto ‘gap fund’ any town centre scheme such as the AngharadWalk Development (irrespective of whether it would includea supermarket or not).

7.2 Private Sector InvestmentWe made great emphasis in our bid that there can be noregeneration of Pontypridd town centre unless the Councilengage fully with the private sector. Alfred’s Bar is an excellentexample of the public and private sectors working inpartnership to create a ‘catalytic’ development which hasalready changed the perception of Pontypridd for manyvisitors: It is a microcosm of what needs to happen acrossthe town centre in terms of building the confidence of currentinvestors and businesses and should be used as an exampleto others.The Town Improvement Grants Scheme needs greaterpromotion by the public sector as an enabling device to pump-prime further private sector investment in the centre. It maycurrently appear to be inhibitive and the application processmay appear unclear to potential applicants. The private sectorneeds to be aware of what grants are available and shouldbe encouraged to apply for grants where appropriate. Thevalue of such a grant scheme needs to be capitalised uponand can be utilised to create a set of new complimentaryuses including residential accommodation (‘living above theshop’), small scale office use, student accommodation andfacilities (e.g. a major venue for graduations and events).Until the Council can stimulate a broader engagement withthe private sector, Pontypridd town centre is going to sruggleto increase its stature above other centres in Rhondda CynonTaff (e.g. Llantrisant).

7.3 Traffic Management and Car ParkingThere is recognition that traffic circulation in the town centreneeds to be revisited irrespective of whether Taff Street ispedestrianised (in part or as a whole). The Bridge Streetjunction seems to be the focus of many of the problems andwhile it is recognised that this has already been ‘improved’there are still major shortcomings in the traffic circulation which

7.0 Key Issues


reinforces the disincentive to enter the Town Centre inthe first place.Traffic congestion is further exacerbated by historic travelpatterns (for example drivers travelling from Rhondda tothe A470 via Gelliwastad Road instead of via Broadwaywhich can be quicker). This is compounded by a lack ofeffective signage at key gateways to the centre to informdrivers of parking spaces and traffic routes.A traffic model produced by the Council, which replicatesthe movements of vehicles through and within the town,shows that the Gelliwastad Road is used as a rat-run bytraffic travelling to and from the A470. This createssignificant queues at the junction of Gelliwastad Roadwith Bridge Street, which extend back to the A470 (North)junction and also onto the Sardis Road gyratory to thesouth.The whole road system needs to be revisited and themodelling should be re-run if the travel patterns andparking habits are to be changed.The construction of the St Catherine’s Corner Car Parkand Angharad Walk will offer the opportunity to evaluatecar park pricing policy so that the most convenient parkingis priced at a premium to encourage longer stay parkingat fringe (and less convenient) locations.

7.4 The UniversityPontypridd in Partnership (P.I.P.) has created a valuableplatform for the town to engage more effectively withGlamorgan University and its students. PIP’s role needsto be projected much more effectively and made a vehiclefor new forms of working with investors in the TownCentre: the idea of creating an executive steering groupwhich is ‘a’ political to drive forward innovative new formsof educationally-led investments (e.g. Town Hall Theatreas a venue; new Town Centre Student accommodation;and potentially business/research incubation units at, say,the Station Platform buildings) offers real appeal and aprospect of changing people’s perceptions of Pontypriddas more of a University town instead of an adjunct to it.

7.5 Living in the CentreWhile student accommodation and short-stayaccommodation (such as hotels) may well add a newvibrancy to the Town Centre we should not lose sight ofthe opportunities to create more orthodox residentialaccommodation in the Town Centre with ‘living over theshop’ initiatives promoting a 24/7 environment and a farmore sustainable Town Centre. An increase in officeprovision in response to market demand would also helpto improve vitality.The riverside and parkland aspect offers huge andexciting potential which is currently untapped and if thecurrent Angharad Walk Development does not proceedthen maybe that site along with the Taff Street Car Parkcould become a new focus for a mixed use developmentof retail, offices, and residential uses.


7.6 Events and TourismWhile the Memorial Park is a wonderful asset for the town,its potential to host major events can be neverthelesstempered by its memorial status. Further work obviouslyneeds to be done to explore the re-use of the ‘Lido’ andthe works to the ‘sunken gardens’ reflecting the sensitivitywhich surrounds the Park.Pontypridd has a significant events programme but failsto celebrate cultural history. Considerable resourcesneed to be directed at the 2006 Anniversary of the OldBridge and the Welsh National Anthem which in terms oftheir contribution to the culture and heritage of the townare considerably under-exploited.

7.7 Pedestrianisation, signage, streetlights and publicrealmWhile there has been a long term commitment to thepedestrianisation of Taff Street the comprehensivepedestrianisation of the street has not yet materialised.Although this suggests long-term indecision, it doeshowever offer the opportunity to re-visit the principles ofpedestrianising the street and to explore the benefits ofa more pragmatic management of the street environment,which can offer the flexibility to respond to changingcircumstances. Restricting servicing to those times whichsuit retailers, maximising the convenience to pedestriansand the disabled when and where it matters most, andindeed potentially offering greater vehicular access atnight to enable more people to live in the town centreand gain convenient access to it during out of retail hours.These are all issues which need indepth consideration.This would also provide the opportunity for acomprehensive approach to be taken to the long-termlocation, aspirations and direction of the outdoor market.The rationale for pedestrianisation can then driveenhancement strategies for street-lighting; signage;materials; public art and indeed the creation of accessibleand attractive congregation spaces for street events(such as informal piazzas, squares and orientation pointswhich are of local historic interest).

7.8 SummaryThere is a wide variety of inter-related factors affectingthe future prospects of Pontypridd Town Centre: The mostsignificant factor is that they all need to be consideredcomprehensively together: not considered in a piecemealway in isolation from one another.However, until the Council recognises the significanceof Pontypridd’s prosperity in the context of the economyof the rest of the County Borough, the town centre isgoing to continue to be vulnerable to competition fromother centres where the private sector have greaterconfidence of achieving success.


8.1 IntroductionThe regeneration strategy draws on the opportunities,and translates the vision, to create a co-ordinated,integrated framework for the transformation of Pontypriddtown centre.Key elements of the strategy must be:• Dynamic retail, leisure and commercial development• Sustainable transport and commercial development• Quality public realm• Integrating the town centre with Ynysangharad Park• Town centre residential uses.

The regeneration framework is shown in Figure 5 anddescribed below.

8.2 Dynamic Retail and LeisureAn expanded and improved range and quality of retailand leisure facilities in the town centre will increase itsappeal to a wide variety of users – including people wholive, work and visit Pontypridd. It will act to reinforce thetown centre’s role as the ‘County’ town and nurture itsdevelopment as a shopping and leisure destination.Bringing more people into the centre and capturing theirspend is fundamental to ensuring the longer term healthand economic sustainability of Pontypridd.This step change in Pontypridd’s retail offer dependsupon the delivery of a substantial new retail-led schemesuch as Angharad Walk. This should be anchored by anew store and include a range of shop units for qualityretailers and leisure operators. Such a developmentcould incorporate the refurbishment and reshaping ofexisting facilities at the northern end of Taff Street.The principal features which, in combination, differentiatesuch a proposal from the former Taff Vale Precinct areas follows:• The overall size of the site which could be assembled,

allowing the opportunity to develop a store togetherwith a substantial element of smaller unit shops,providing a range of new shopping facilities.

• The central location and complementary fit withexisting uses and urban form ensuring strongpedestrian movement through the area.

• The proximity of this area to the existing primeshopping positions in Taff Street, and the scope forlinking new development to the rest of the town centre.This characteristic is crucial in seeking to attractsupport from retailers for any new scheme in the towncentre.

• The potential to utilise the adjacent Day Centre sitefor carparking and security servicing facilities,assisting in scheme design and layout and givingsome potential for cost savings.

8.0 The Regeneration Strategy


• The relative ease and cost of site assembly. TheTeesland Development Group already has extensiveownership/interests in this area, and relatively fewthird party acquisitions would be required.

Once developed, the new high quality retail developmentwould reinforce the northern gateway to the town centre.All new developments must be accessible to people ofall ages, abilities and backgrounds.The successful implementation of such a project shoulditself significantly upgrade the profile of Pontypridd, andwould foster the wider modernisation of existing facilities,both in the retail and non-retail sectors. This in turn couldlead to further refurbishments by the private sector inadjacent units in a bid to compete with the new retailcentre.Public events and markets must also play an importantrole in enhancing the retail and leisure offer. The futureof the Indoor Market needs to be the subject of a separatestudy, whilst implementation of the strategy will requiredecisions to be taken on the appropriateness of thelocation of the outdoor street market. Potential locationsfor public events and quality markets include a newsquare at the intersection of Taff Street and Penuel Lane,and in association with the redevelopment of the formerCo-operative site at the western end of Mill Street.

8.3 Sustainable Transport and Land UseBy ensuring that Pontypridd’s town centre is accessibleby public transport, on foot and by bicycle to all peopleliving, working and visiting the area will ensure that itremains attractive to all users and meets sustainabledevelopment policy objectives. This can be achievedthrough:• Enhanced public transport, with enhanced multi-

modal interchanges allowing for better accessibilityby bus and train.

• Making the relief road operate effectively in terms ofguiding through traffic to the A470.

• An integrated parking and land use strategy.• Improved pedestrian links within the town centre and

Ynysangharad Park• Improved cycle links and facilities.

In order to ensure that the above proposals areresponsive and realistic, an in-depth transport study willneed to be undertaken before any plans can beimplemented.It is known that the Council is pursuing a scheme for a'bicycle intersection' for Pontypridd. This will clearly feedinto the above recommendations.


Multi Modal InterchangeWhile it is acknowledged that the idea of an integratedbus station and rail station at the northern end of town(in order to integrate public transport services) has beenexplored in the past, the idea of creating a rail interchangefacility next to the bus station is worthy of reinvestigation.Integrated transport services will help to reinforce theimportance of Pontypridd as a key transport interchangefor the Valley Lines. Such a development wouldcontribute to securing Pontypridd’s position as a majorsatellite town serving Cardiff as well as being a destinationin its own right.

Breaking down the barriersChanging the nature of Gelliwastad Road so that itbecomes a more pedestrian friendly environment willallow more convenient access to the town centre, andopportunities for the centre to face outwards. The streetwould no longer be dominated by through traffic. Peoplewould be encouraged to walk and cycle to the towncentre, bringing more activity to the area and, enableGelliwastad Road to be changed from a busy trafficenvironment to a more user-friendly, vibrant urban streetenvironment.The following measures could achieve this change:• At-grade signal controlled, non-staggered pedestrian

crossings at key points.• Introducing environmental improvements, including

on street parking (south), footpaths, lighting, streetfurniture and planting to establish a strongerstreetscape character.

• Traffic management measures, including lanes thatgive priority to buses, taxis and cyclists (particularlyin a northerly direction).

• Encouraging enhanced built frontages to the road,with active uses to provide surveillance and vitality.

Once Pontypridd has enjoyed the benefits of its towncentre regeneration and is in a better position to attractnew commercial enterprise, new high-density mixed-usedevelopment of the area around Church Street and MillStreet could become commercially attractive. Appropriateuses could include retail, offices, a hotel and decked carparking.Preliminary testing of restricting through-accessnorthwards up Gelliwastad Road and restricting it tobuses only suggests that ‘through-traffic’ travelling tothe A470 would use Broadway instead and reduce thepressure on the Morgan Street/Bridge Street junction andtraffic lights. A more detailed transportation assessmentwill need to be carried out as a separate study andmodelling exercise to confirm the transport viability ofthese proposals and the specific costs of measures thatcan be put in place.


An integrated parking and land use strategyThe key to bringing forward many of the developmentopportunities in Pontypridd town centre will be theadoption of a parking strategy (including a chargingstrategy) that encourages a transition from surface levelto multi-storey car parks. It is critical that any new multi-storey car parks introduced to the centre are wellintegrated with both existing and proposed developments.The town centre has a substantial amount of surface levelcar parking and this land represents the principalopportunity for new, higher density development.Fundamental elements of the regeneration strategy,including the Angharad Walk scheme andpedestrianisation of Taff Street, rely on being able todevelop on surface level car park sites and re-providingcar parking elsewhere.A car parking strategy needs to be in place that allowsmulti-storey car parking to be self-financing. The viabilityof any town centre development will inevitably be strainedif it has to cross-subsidise the cost of providing new multi-storey car parking. For example, this is a key issue forAngharad Walks. A comprehensive car parking strategyneeds to be prepared. If it can move towards a chargingregime that allows multi-storey car parks to be financiallyself-sustaining this will be of considerable assistance tothe regeneration strategy.Care, however, will be needed to balance the deterrentof high car parking charges with potential benefits. Muchwill depend upon relative pricing policies in comparisonwith competing centres. The Welsh AssemblyGovernment’s sustainability policy may increasingly helpdevelop an appropriate pricing strategy. It is likely thatover time policy tools will increasingly be used to pushup car parking charges across the town centre.

Pedestrian linksImproved pedestrian links will create a more attractiveand inviting experience for movement within the towncentre, and will cement connections across the inner reliefroad. Enhanced linkages that are integral to proposalsto break the relief road ‘collar’ need to include:• At grade pedestrian crossings in place of subways

and bridges• The pedestrianisation of Taff Street, and• More cross-river links between the centre and

Ynysangharad Park.

Cycle facilitiesAccess for cyclists to and through the town centre shouldbe improved, with new east-west and north-south linksthrough the centre, and cycle parking strategically locatedin the town core.A conceptual plan for suggested cycle links providedoverleaf as Figure 4.


8.4 Quality Public RealmAn enhanced public realm will make Pontypridd towncentre a more pleasant and enjoyable experience forpeople living, working and visiting the town and therebybenefit businesses in the centre. The public realm shouldbe robust, visually exciting and of a high quality. It shouldbe accessible to people of all ages and physical abilities.If the town centre is to become more attractive to bothfuture users and investors, greater emphasis needs tobe given to the quality of the environment, the streetsand alleyways and the existing network of pedestrianareas. This will be achieved by providing a co-ordinatedtownscape, which is safe, accessible, interesting andlegible for all users.In addition to proposals to improve pedestrian links, anenhanced public realm can be achieved through changesincluding:• The phased pedestrianisation of Taff Street• A new Town Square• A network of new public spaces• Improvements to buildings and façades• High density development in place of surface level

car parking• Public artRedeveloping the area of 1960’s single storey shops tothe north of the Town Hall could potentially allow thecreation of a new square. This would help to open upthe core area, make the town centre more legible, createa better first impression of the town centre for visitorsand add significant value to the retail fronting onto thenew site. Ideas for improvements to the new squarecould include a new landscaped performance space.Introducing a network of open spaces that link througheast to west and north to south will complement existingand proposed buildings and existing spaces. Theproposed new town square would act as an importantlink in this network. Proposed new squares, each ofdiffering scales and character, will help to draw peoplethrough the town centre. This network of spaces willhelp to make the centre more legible and will providedifferent areas of the town centre each with a clearlydefined character.Existing facades and buildings, particularly around thenew square and Penuel Lane should be upgraded/redeveloped to present a cared for, clean and attractiveimage.The redevelopment of surface level car parks with a high-density development (eg Gas Lane) will help fill in voidareas in the town centre and create a more intimatestreetscape, allowing complementary land uses for amore attractive centre.Arts and cultural vitality supports social inclusion, diversityand learning, and provides the basis of an exciting offerthat will attract new businesses, residents and visitors.Activities could include street performances, markets,


public gatherings and informal recreation. The newsquare and proposed cultural framework could be thefocus for such activity.

8.5 A Civic HubRaising the civic and community profile within the towncentre will help to reinforce the importance of bothCommunity and Council functions. This can perhapsmost effectively be achieved through development of anew civic hub.This offers the opportunity to:• Create a high profile asset for the town centre• Develop new synergies between existing and

modernised facilities• Provide a valuable resource for the local community,

and• Demonstrate a commitment to latest thinking and best

practice.

Potential elements could include a relocated library, re-focused as a learning resource centre, the town museum(already recognised as a high quality venue), healthcentre and fitness, and meeting space. Examples ofcomparable schemes include Peckham Library andHackney’s new Technology Learning Centre, with alearning resource centre, museum, bars and restaurantunits, fitness suite, and Council offices.Potential locations for a new civic hub include:• The Angharad Walks development• Sardis Road Car Park

8.6 Town Centre LivingA high-density residential-focused quarter cancomplement other uses, add to the attractiveness andinterest of the centre, and create viable new uses forperipheral locations. It would build on the trend towardscity centre living established across the UK and create anew local market for wealthier small households lookingfor convenient access to a dynamic town centre and trainstation.A residential mixed-use area is proposed for the westernapproaches to the town centre. Development could besolely residential, or could include civic and office uses,and possibly a hotel. The quarter would complementand merge with a new leisure area on the ground ofPontypridd Rugby Club and the existing residential tothe south-west.The development of new housing in this part of the towncentre could also have the benefit of bringing additionallife and activity to the central shopping area outsideshopping hours – which have helped to improve securityand reduce vandalism in other towns that have broughta wider mix of uses, including new housing, into theircentral areas.


8.7 ConclusionDevelopment of a new retail scheme anchored by a majorstore, better transport integration and the breaking of therelief road ‘collar’ with pedestrian friendly spaces offersthe potential to transform Pontypridd town centre.Success will lay the way for investment in improvedexisting retail space, a new civic hub, creation of theleisure and residential quarters to the south west of thecentre, and outward looking development alongGelliwastad Road and the riverside. The town centrewill have complemented its assets with high quality,integrated new uses, and established a virtuous circle ofimprovement and competitive advantage.The following section describes the key components ofthis strategy and looks at the development opportunitieson each of the sites where there is potential for changeand new investment.


9.1 IntroductionThe Pontypridd Regeneration Strategy was preparedfollowing a series of meetings and workshops with keystakeholders and the Client Group prior to the formationof the initial strategy proposals. This was followed by aseries of public consultations prior to the preparation ofthe Final Report. This section of the report records andanalyses those stages of the process. It highlights thoseissues seen as important to the general public and assiststhe Council in project prioritisation.

9.2 StakeholdersThe initial ‘fact finding’ and familiarisation of the studyarea and critical issues was undertaken through a seriesof meetings and interviews with the Client Group andStakeholders. The stakeholders represented a broadand very extensive range of interests particularly the TownCentre Forum (which included the Police, the HighwaysAuthority and Councillors).Separate meetings were held between the ConsultantTeam and the following groups (or representativesthereof) during the pre-Interim Report stage:

• Town Centre Forum;• Council Service Areas;• Pontypridd Observer;• Pontypridd Market Company;• Pontypridd Chamber of Trade;• Glamorgan University; and,• Key retailers / multiple outlets.

The benefits of these meetings to the preparation of thestudy can not be over-estimated. Each stakeholder grouphad considerable ideas and opinions concerning allmanner and scale of Pontypridd issues – some specificto one particular group or location (such as the Lido)whereas others were more generic (such as the qualityof the built fabric).The priorities and issues raised through these workshopshave been translated into the study and examined ingreater detail allowing the overall strategy to encompassthe desires, requirements, aspirations and needs of thekey stakeholders.

9.3 Public ExhibitionThe second phase of consultation was the publicconsultation following the preparation of the draftRegeneration Framework. Following presentation anddiscussion of the Interim Report with the Client Group aseries of presentation panels were prepared for the publicexhibition. These panels included the key drawings ofthe Report plus explanatory text. A copy of the exhibitionpanels is included in Appendix 1.

9.0 Framework Consultation


The exhibition was held over three days (14th to 16th April2005 inclusive) at Pontypridd Indoor Market and mannedby members of the Consultant Team.It was well attended throughout the period withapproximately two hundred and fifty people attendingover the three days. The mix of attendees on theSaturday was considerably broader than Thursday /Friday and included more families and younger sectionsof the population than the weekdays.Considerable interest was shown in the Framework andcomments were provided both verbally and in written formwith attendees being invited to complete a questionnaire.The results of the questionnaire are covered below.

9.4 Verbal ResponsesGenerally the verbal responses were very much in favourof the proposals and attendees were pleased to see‘something happening’. The alternative view was that asimilar study was undertaken 15 to 20 years ago andthis was a repeat of that exercise. This was accompaniedby considerable scepticism of whether it would ‘happen’.The main contentious issue that was commented uponwas ‘development in Ynysangharad Park’ and the beliefthat the study was perpetuating this. The Angharad Walkproposal was shown on the Framework drawing as thescheme benefits from planning permission (subject tolegal agreement) and therefore provides realistic contextfor the wider regeneration proposals. Similarly the StCatherine’s Car-park scheme was also shown on theRegeneration Framework drawing as that too hasplanning permission and (hence) has a greater likelihoodof being progressed than otherwise.It was interesting to note the polarisation of views inrelation to this element between Thursday / Friday andSaturday. The weekday visitors were generally againstany development in the Park whatsoever, whereas theweekend visitors generally saw Angharad Walk as apositive development (although were frustrated at thedelay in implementation).There was much discussion on the recently grantedplanning permission for the Morrisons scheme and theAngharad Walk scheme. Generally the opinion was thatthe Morrisons proposal would be a real benefit toPontypridd whereas the Angharad Walk scheme wouldnot. Morrisons was not seen as being harmful to thetown centre as it was considered to attract A470 trafficas opposed to town centre shoppers. The views weremixed on whether Morrisons and Angharad Walk shouldboth be implemented. The opinions against AngharadWalk were generally based on the car park element, thebelief that traffic congestion would be worsened, and thefear that shoppers would visit only that element in thetown.A considerable verbal response reinforced our opinionof the significant value of Ynysangharad Park inPontypridd. Unfortunately a great number of attendees


instead focussed on the perceived negative aspects ofthe Angharad Walk scheme, including the associated carpark development on the Day centre site, and the belief/ fear that the Regeneration Framework was encouraginggeneral development in the Park. This negative approachwas frequently taken against supporting the overallframework for the regeneration of the town.Pedestrianisation of Taff Street was considered by theshoppers to be a positive proposal as the existingshopping environment was unattractive and sometimesdangerous. There was a general agreement that anypedestrianisation scheme must be flexible in operation.Comments were similarly made regarding the difficultyof access for wheelchairs and prams and a desire thatthis be addressed in any scheme.Traffic congestion was seen as a key problem inPontypridd which needed addressing.There was good verbal support for the Peniel Squareproposals – as a focal point, opening up the Indoor Marketnorthern elevation, removing the existing buildings whichblight the area and enhancing the setting of the historicdrinking water fountain.There was generally very strong support for theestablishment of the Rhondda Cynon Taf County BoroughCouncil Head Offices in Pontypridd and an appreciationof the benefits that this would bring for the Council,employees, town centre and visitors to the Council.There was good support for the leisure centre andresidential proposal on the Rugby Ground site (in theevent that the Rugby ground was to relocate). It wasalmost unanimous that the town required a swimmingpool.In the event that rugby was no longer to be played at theexisting Sardis Road site there was support for it to bereturned to Ynysangharad Park (as previously, beforeconstruction of A470) with an appreciation of the benefitsthat this would retain for the town. Strong support wasgiven for residential use on the Sardis Road andparticularly the Millfield sites which was seen aspreferable to commercial / retail / restaurant uses.

9.5 Written responsesQuestionnairesQuestionnaires were completed at the Indoor Marketexhibition and are discussed below.The panels were also provided for display at PontypriddLibrary. The exhibition remained there from 21 April to 5May (for a period of two and a half weeks) although itwas unmanned during this period. Questionnaires werealso completed by the Library exhibition and theresponses are analysed below. A copy of thequestionnaire and the respondent statistics are providedin Appendix 2.A total of 123 questionnaires were returned from theexhibitions. 57% of those were provided from the IndoorMarket exhibition.


The majority of respondents were within the 46 – 64 yearsage group (39%). Shopping was the primary reason forvisiting the town centre and over four-fifths of respondentswere resident in Pontypridd.A large majority (91% overall) agreed with the principleof an overarching strategy that makes Pontypridd theCounty Town of Rhondda Cynon Taff. Benefits to thiswere seen as being an increase in public sectorinvestment, and an enhancement of the town’s imageand stature. There was no clear reason for objectors tothis proposal although some respondents were seekingclarification of its meaning / significance.The single most important factor that it was consideredwould make Pontypridd more competitive was animproved retail offer (30%). Approximately one-third ofrespondents stated this. The range of responses in thiscategory included broadening the range of shops (suchas books, music, boutiques etc.) and making theshopping environment more attractive.The second most common factor was that Pontypriddrequires fundamental town centre regeneration (12.6%)and a consequent improvement / enhancement of theoverall image of the town (7%). Some respondents evensuggested that the only solution is to demolish the townand start again!Improving the parking facilities, in terms of the numberof spaces, accessibility, location and cost was also apopular factor (11.6%).The provision of a new leisure facility was also seen tobe the key factor (9.5%), although this is perhaps morea key aspiration than a factor to improve the retailcompetitiveness of the town. It would however increasethe reasons to visit the town with consequent benefitsfor businesses, incomes, vitality etc.Traffic congestion featured as the key single factor in6.3% of responses however this percentage is perhapsartificially low as this factor also featured, in part, throughmany general responses (where more than one factorwas listed) concerning parking. This is clearly animportant part of the overall town centre image to beaddressed through the framework.There was a general response of over 5% that the singlefactor that would make Pontypridd more competitive withits rivals was ‘action’ and the actual ‘implementation’ ofproposals. This is clearly a reaction to the perceivedpast lack of progress.Nearly 82% of respondents agreed that the LocalAuthority Headquarters should be located in the towncentre. The 13% which disagreed stated that it wasunnecessary and / or a waste of money.Nearly 93% of respondents agreed with the concept of aflexible form of pedestrianisation for Taff Street. Thisimprovement scheme also featured in general comments(see below) and verbal comments made at the firstexhibition.


Almost 75% of respondents stated that they wouldsupport more residential occupation in the town centre.Of the 14% who disagreed - the main reason was that itwas considered that it could cause more problems forvehicle congestion and parking.Over 69% considered that circulating traffic via thealternative route of the Broadway was favourable overthe current Gelliwastad Road, however 20% disagreedand 11% were undecided. The main reason for notsupporting it was a doubt that such a scheme would work,that it would be too restrictive and / or would transfercongestion to a different area.The majority of respondents (60.7%) considered that anew edge of town centre leisure facility would bepreferable to development in Ynysangharad Park and anumber of them stated that it should be at the proposedSardis Road location. However, over 24% preferred anoption centred on the Lido, and 6.5% suggested that bothoptions should be pursued. There was clear overallopinion that Pontypridd needs a new leisure facility andno respondents stated otherwise.The final section requested ‘any other comments’. Thefollowing is an overview of the key issues raised.The main point made was that implementation of theregeneration framework should be undertaken as soonas possible. There was a frustration at a perceived lackof progress and reference was made to previousschemes that appear not to have been implemented. Thisdesire for action was by far the majority single view inthis section of the responses. Over 20% overallcommented on this aspect, which is twice the percentageof the second most frequent comment.The second most popular statement was that thereshould be no development in Ynysangharad Park. Almost10% of respondents stated this, although it is worth notingthat a far higher percentage was recorded in the Libraryexhibition questionnaires (14%) than the Indoor Market(7.4%) where there were members of the ConsultantTeam present to explain the proposals. This percentageincreases if combined with comments made specificallyagainst the Angharad Walk scheme (over 12% combinedtotal overall).Again this response represents the generated fear ofPontypridd residents that the Angharad Walkdevelopment (including the Day Care Centre) will leadto encroaching development in the Memorial Park. TheRegeneration Framework of course emphasises the keyassets of the Park for Pontypridd and seeks to encourageincreased use.There were equal volumes of support for addressing theLido and developing a leisure centre on the Sardis Roadsite (5.3% each overall). Plus another 3% commentedthat Pontypridd needs a swimming pool, although werenot specific concerning a location.Traffic congestion featured in over 5% of responses withsuggested solutions being given including to remove thetraffic lights at various junctions, re-introduce right turning


into Taff Street, add additional traffic lanes on the gyratory,and re-open the A470 sliproads. The introduction of aPontypridd Park and Ride scheme was suggested by1.5% of responses.An improvement to the riverside walkway area wasmentioned by nearly 4% of responses overall.Interestingly these were all from the Market exhibitionquestionnaires.The other issues raised by 3% or more overall were:Pontypridd should be promoted as a market town withan attractive market, the retail offers must be improved(range, quality of shops), and they supported theMorrisons retail scheme.There were varying levels of direct support and objectionexpressed for the currently proposed supermarketschemes for the Precinct site (support 3.1%, object 2.3%);on the Brown Lennox site (support 3.1%, object 0.8%);and on the Sardis Road site (support 0.8%, object 2.3%).Considerable caution should be exercised concerningthese percentages, however, as additional support andobjection is contained within comments againstsupermarket schemes in general, against anydevelopment in the Park area, in favour of demolishingthe Precinct, supporting the leisure proposals for theSardis Road site, and increasing the town’s retail offerand car parking.

9.6 Additional responsesFollowing the public exhibition copies of the exhibitionmaterial were also provided to Peacock & Smith(Planning Agents for Wm Morrison Supermarkets Plc)and Morbaine Ltd. (Agents for the food and non-foodretail proposals for the Sardis Road site). A responsewas received from Morbaine Ltd which raised thefollowing points. These issues are brought to theCouncil’s attention to provide additional context to theproposal and for the consideration of the Council.The main issue raised in the response is the suitability ofthe Sardis Road site over the Brown Lennox site. It isstated that although the Brown Lennox site lies outsidethe study area, the Morrisons scheme has “importantimplications for retailing in Pontypridd and it cannot beignored when an alternative foodstore scheme has beenproposed on the sequentially superior Sardis Roadcentrally located site”.It states that the Regeneration Framework must “promotethe role of Pontypridd town centre for retailing at theexpense of any out-of-centre opportunities” and that anew edge-of-centre foodstore at the Sardis Road sitewould complement the town centre retail offer and thiscannot be ignored. It is recommended that theFramework proposes “a new foodstore for the town –which is what townsfolk want – on the most commerciallyavailable and sequentially acceptable site i.e. the SardisRoad site”.


Furthermore it is suggested that the Framework shouldrecommend that this site is allocated for retaildevelopment, whether food, non-food or a combinationthereof in response to a need for additional non-foodretailing in Pontypridd which has been identified byMorbaine Ltd.Finally it states that the current Framework proposalresidential and leisure uses can be located on alternativesites in the town which are “acceptably located in policyterms. Yet only the Sardis Road site can satisfy theGovernment’s more stringent planning policyrequirements in terms of meeting Pontypridd’s retailneeds.”

9.7 ConclusionThe Regeneration Framework was produced following adetailed and stringent consultation process. Theinvolvement of these various groups was fundamentalin providing a thorough understanding of the issues,aspirations and needs of the town.The public exhibitions have demonstrated the supportfor Pontypridd to be the County Town of Rhondda CynonTaff and shown majority support for the key elementswithin the Framework. It has also shown that there is astrong desire to see regeneration and change in the town,although there is some cynicism about whether theFramework will be progressed.The response from Morbaine Ltd disagrees with theFramework’s proposal for leisure and residential useson the Sardis Road site and states that this should bepromoted for food retail and / or non-food retail in linewith the currently submitted planning application.


10.0 Key Projects


11.1 Removing uncertaintyThe Consultant Team’s analysis has highlighted that theone fundamental issue which has stalled Pontypridd TownCentre achieving its full potential is the uncertaintyaffecting three major components of the town centre:a) The Angharad Walks Developmentb) St Catherine Cornerc) The Lido in Ynysangharad ParkUntil at least the first two projects materialise on theground, it is difficult to see how any real progress can bemade in attracting new investment to the town centre.

11.2 ConfidenceThe above uncertainty has undermined confidence in thetown centre whereby property owners have resistedinvesting in their buildings and this, combined with a lackof progress on the major development projects and thepedestrianisation of Taff Street, have reinforced the lackof confidence held by traders in the town.

11.3 Good ProspectsDespite this lack of confidence there is evidence of latent/potential demand amongst retailers not currentlyrepresented in Pontypridd. King Sturge has identifiedthat there are at least 20 major retailers with outstandingrequirements in the town centre, with the prospect ofattracting more should a critical mass of complementaryretailers be achieved.Much will depend upon the delivery of the wider strategicinvestments. Improved car parking, a modern shoppingenvironment and enhanced public realm would do a greatdeal to boost confidence and hence new investment inthe fabric of the town.

11.4 Engaging with the Private SectorStemming the leakage of expenditure from Pontypriddto other centres such as Cardiff, Llantrisant, Caerphillyand Merthyr will rely heavily upon working with the privatesector to introduce the right investment into the towncentre. This may demand joint ventures and public/private partnerships. The Alfreds Bar development onMarket Street is an excellent example of the two sectorsworking together to deliver a truly catalytic project whichhas already shown how quality and attention to detailcan make a real difference to the catering andentertainment offer in the town centre.

11.5 InfrastructureAs well as the physical upgrade and the removal of blightit will be essential to make the town centre moreaccessible to all sectors of the community, moreconvenient and indeed more comfortable.There is an urgent need to rationalise traffic movements,enforce traffic restrictions, instigate a flexible and well

11.0 Conclusions and Recommendations


managed pedestrianisation scheme for Taff Street andensure that car parking is priced competitively close tothe centre to guide long-term car parking to the fringesleaving the central car parks free for shoppers.

11.6 Glamorgan UniversityIt is vital that the Authority continues to build upon itspositive working relationship with the University(Pontypridd in Partnership) and that students are activelyencouraged to visit, shop, spend their leisure time andindeed live in the town centre more than they currentlydo.Students can add significant vitality and value to a town’sway of life and it is important that Pontypridd benefitsfrom their energy and creativity which can do a greatdeal to attract other users (and investors) to the towncentre.

11.7 Creative CultureThe Council also needs to respond to the needs of thelocal Creative Arts Industry by encouraging artists,entertainers, craftspeople and musicians to network tofind greater representation in the town centre. Pontypridddeserves a ‘cultural quarter’ but this need not take onthe form of a fixed physical form, indeed it could findexpression through a variety of forms, venues and media.The Street Market might well provide an appropriatelyanimated framework for the Creative Arts industry.

11.8 EventsPontypridd also demands a co-ordinated all yearprogramme of events. These could well provide theplatform for raising the profile of the town and offer asustained basis for the new confidence which Pontypriddneeds to express in itself. The celebration of 2006 is theanniversary of both the composition of the Welsh NationalAnthem and the construction of the Old Bridge in thetown could provide the ideal vehicle to kick-start such aprogramme of events.

11.9 TourismThese initiatives should all provide a springboard for themore proactive promotion of the town’s tourism assetsincluding the town’s principal tourism asset:Ynysangharad Park. The greater the number ofattractions for visitors, that are promoted in the town, thegreater the demand will be for visitor accommodationalso in the town. The Market Tavern appears to be theonly current town centre accommodation. A managedevents programme may well lead to demand for a budgethotel in the centre.


11.10Public RealmIt is recognised that the quality of the public realm inPontypridd town centre needs urgent upgrade if it is tocompete with its nearest rivals. This warrants thecontinuation of the principles (if not the details) of thestreet improvements in Church Street and Market Streetcombined with a flexible approach to the servicing ofpremises and the managed pedestrianisation of TaffStreet/Mill Street/High Street. There may well be theopportunity to introduce greater levels of shelter alongthe street in the form of glazed arcades in front (andpotentially independent from) the principle retailfrontages. Equally the management and distribution ofthe outdoor market; enhanced facilities for cyclists andthe disabled; improved street lighting and signage willall go a long way to regenerating the town centre andinstilling confidence in its future.

11.11 CatalystsFinally, the essence of any regeneration strategy for thecentre of Pontypridd must be based upon the Councillooking to promote its own assets in a more creative andco-ordinated way. The Authority owns substantialfreeholds on what is referred to above at the ‘westernapproaches’ to the town centre; the Millfield site; SardisRoad car park and Pontypridd Rugby Club ground.The strategy promotes the idea that these sites shouldbe considered together as one portfolio of sites. Theirassembled value is estimated (King Sturge, March 2005)to be anywhere in the order of £35.5 million. This is asubstantial asset which could be used to generate newinterest from particularly commercial and residentialdevelopers. The redevelopment of these sites either inpartnership or by outright sale and/or leasebackarrangements could attract considerable new investmentand provide the new air of confidence that the town centreurgently requires. The sites could also (either throughcapital receipt and/or Section 106 Agreement) help tofund upgrades to existing assets, new amenities as wellas investment in public infrastructure.


Contents

Contents Page

Preface 11.0 Introduction 3

Fig. 1 Pontypridd Town Centre Study Area

2.0 Contemporary Analysis 5

3.0 Commercial Property Market 13

4.0 Arts and Creative Industries/Culture 15

5.0 Events Strategies 17

Fig. 2 Character Zone Analysis6.0 Character Zone Appraisal 26

7.0 Key Issues 29Fig. 3 Issues Analysis

8.0 The Regeneration Strategy 32Fig. 4 Circulation

Fig. 5 Pontypridd Regeneration Framework9.0 Framework Consultation 39

10.0 Key Projects 461. Angharad Walks Development2. Taff Street3. Penuel Square4. The Indoor Market/Old Town Hall Site5. CRS/Coop Site; Mill Street6. St Catherine's Corner7. Gelliwastad Road8. Lido/Arena9. Sardis Road10. Millfield Site11. Pontypridd Rugby Club

11.0 Conclusions and Recommendations 47Appendix 1: Exhibition PanelsAppendix 2: Questionnaire and Data


Appendix 1: Exhibition Panels


Appendix 2: Questionnaire and Data

Documents

Ponty Report test - Rhondda Cynon Taf County Borough Council · 2016. 5. 9. · Pontypridd Regeneration Strategy - Final Report 1 Preface A VISION FOR PONTYPRIDD The aim of the Council