WHITE YOUNG GREEN PLANNING REGATTA HOUSE CLIPPERS QUAY SALFORD QUAYS

MANCHESTER M50 3XP

TEL 0161 872 3223 FAX 0161 872 3193

ST HELENS RETAIL CAPACITY STUDY

Final Report

Prepared by

WHITE YOUNG GREEN PLANNING

On behalf of

ST HELENS COUNCIL

MAY 2005

CONTENTS __________________________________________________________________________ Page

1 INTRODUCTION 1 2 BACKGROUND TO RETAIL AND LEISURE 4 3 PLANNING POLICY FRAMEWORK 18 4 ASSESSMENT OF VITALITY AND VIABILITY 24 5 ORIGINAL MARKET RESEARCH 47

6 POPULATION AND EXPENDITURE 57 7 RETAIL CAPACITY ASSESSMENT 73 8 SUMMARY 85

Appendix A - Defined Catchment

Appendix B - MapInfo methodology

Appendix C - Household Survey Results

Appendix D - In Street Survey

Appendix E - WYG Convenience Model

Appendix F - WYG Comparison Model

Appendix G - Business Survey Results – St Helens

Appendix H - Business Survey Results - Earlestown

Appendix I - GOAD Town Centre Map

Technical Appendices are bound under separate cover.

1 INTRODUCTION Objectives of the Study 1.01 White Young Green Planning was commissioned by St Helens Metropolitan Borough

Council in 2004, to undertake a retail study for the Borough (2005 to 2015). The

study seeks to up-date the findings of 2001 Retail & Leisure (2000-2016) Study

undertaken by MVM Planning and provide new evidence on the need for further retail

development.

1.02 The aim of this study is to provide baseline evidence that will inform the development

of future plan strategy including the emerging Local Development Framework.

Therefore, this report specifically focuses on the ‘need’ for future retail and leisure

uses rather than seeking to review local policy at this stage. In response to the

requirements of Consultant’s Brief, the report considers the following.

(1) To provide an of Update of the need assessment set out in the 2001 Retail and

Leisure Study;

(2) To compare and contrast results between the 2001 and 2005 studies;

(3) To identify capacity to accommodate additional retail growth by sector over the

period to 2015; and

(4) To review sub-regional trends in the retail market and advise on the actions

necessary for St Helens to maintain it’s competitive position.

1.03. The methodology adopted for the study has been informed by the recently published

Planning Policy Statement 6 (PPS6) which deals with town centre and retail

development. The study has also taken into account the findings of key documents

produced by the Local Planning authority, most notably their annual ‘St Helens Town

Centre Health Check’.

Original Market Research

1.04 In order to up date the 2001 study, new empirical research has been completed.

This includes:

A telephone survey of 1,000 households (compared to 750 in 2001) in St

Helens and the surrounding area in order to ascertain general patterns of

shopping and leisure activity in the sub-region. The same catchment was

used as in the 2001 study in order to compare changes in market shares. A

plan showing the extent of the catchment area is provided below;

1

Figure 1.1: The Defined Catchment Area

An on-street survey of 300 visitors to St Helens and Earlestown Town

Centres in order to gauge customer perceptions of each centre and following

the same methodology adopted in the 2001 study.

A postal survey of 600 retail and services businesses within St Helens and

156 within Earlestown town centres in order to assess retailer’s views of the

strengths and weaknesses of each town as a shopping and leisure

destination and to understand their future plans for investment within the

centres.

Report Structure

1.05 The report is set out as follows:

Section 2: considers recent and future trends in the retail market and the

implications on land use planning.

Section 3: provides an overview of the current and emerging planning legislation

in respect of retail development.

Section 4: provides an assessment of the vitality and viability of both St Helens

and Earlestown Town Centres, in line with the guidance set out in

PPS6, comparing these to the results of the 2001 MVM study.

Section 5: reviews the findings of the original market research that underpins the

study, including an examination of the household survey, in street

2

survey and business survey, comparing the results to the previous

2001 study.

Section 6: undertakes an assessment of expenditure growth in convenience and

comparison goods within the defined catchment area and identifies the

market shares for a variety of goods for St Helens.

Section 7: Identifies the retail capacity for additional convenience and comparison

floorspace within St Helens Borough.

Section 8: Sets out the study’s principal findings and recommendations for any

future policy formulation.

3

2 BACKGROUND TO THE RETAIL AND LEISURE INDUSTRY Forecast Changes in Consumer Expenditure

2.01 The latest figures recorded by MapInfo for retail consumer expenditure in 2003

reached an all time high of £4,346 per head per annum (2000 Prices). This

represents over 80% growth in expenditure since 1983 when average retail

expenditure per head stood at £2,382. This represents a compounded average

annual growth rates for all retail goods of 2.8% per annum.

2.02 However, when the headline figures are examined in more detail, it is evident that

much of the impressive growth recorded in the past twenty years has been achieved

in the ‘non-food’ goods sector.

Convenience Goods

2.03 In 1983, the average spend on convenience (food grocery) goods was £1,483 per

head per annum. By 2003 the average spend per head was £1,584 which

represents a growth of just 12% or 0.5% per annum compound. As can be seen from

figure 2.1 below, the pattern of growth over the twenty year period has been

inconsistent with expenditure declining during six of the twenty years. It is evident

that expenditure per capita on convenience goods has fluctuated within a narrow

band with no real trend growth over the past 40 years as a whole. Whilst expenditure

steadily declined in the 1970’s the trend since then has been slightly upwards.

Figure 2.1: Retail Expenditure Growth

UK Average Consumer Retail Expenditure by Goods Type (2000 prices)

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

Year

GB

P

Convenience GoodsComparison GoodsAll Goods

4

2.04 There is a widely held theory that consumers will only purchase the convenience

goods that they need to ensure that they eat regularly. Therefore, the likelihood of

witnessing any major growth after inflation is limited. In addition, as society in

general becomes more affluent and our standard of living increases, we will have a

greater tendency to eat out more frequently thereby reducing the need to spend as

much on food goods in the supermarket.

2.05 However, more recent evidence on growth has shown that the opposite is actually

occurring with convenience goods expenditure per capita increasing at 1.0% per

annum between 1998 and 2003. This is double the rate of growth recorded over the

past twenty years. Much of this growth could be attributed to the increase in

popularity of more expensive organic produce and luxury items. The major

supermarket operators have responded to consumer’s increasing demands for high

quality produce with the release of brands such as Sainsbury’s ‘Taste the Difference’,

Tesco’s ‘Finest’ and Asda’s ‘Extra Special’. However, it must be noted that the

increases that have been recorded in the short term are likely to reflect the strong

economic growth over the past five years and general increases in household

disposable income.

.06 If the economy was to enter into a recessionary period in the future then this growth

may not be as significant given that spending on luxury items would be the first to be

hit. In fact between the recession in 1980 and 1984 expenditure on convenience

products fell by 6%. During the next recession in 1991 and 1995 convenience

expenditure also fell by just over 2%. This would appear to suggest that recessionary

periods may have an influence on the overall level of growth recorded in convenience

goods shopping.

.07 MapInfo recognise that it is inaccurate to focus on short term growth which may not

reflect the true periods of growth and decline. They state that at present the most

tatistically robust estimate for growth in this sector is for the period 1993 to 2003

.08 In 1983 the average spend on comparison (non-food) goods was just £913 per capita

nd

2

2

s

when the annual growth rate averaged 0.9%. MapInfo suggest that the strong

growth recorded recently appears to be unsustainable in the longer run similar to the

boom in the 1980’s which was then followed by a period of slower growth.

Comparison Goods

2

per annum. This represented just 38% of total retail expenditure and was well behi

average expenditure on convenience goods. However, there has been significant

5

growth in comparison goods expenditure since 1983 which now means that

comparison goods expenditure represents 64% of retail expenditure.

In 1992, more was spent on comparison goods than convenience goods for the first

time since records began in 1964. By 2003, the average expenditure on compa

goods had reached £2,762 per capita. This represented a growth of over 200% in

just 20 years. This equates to an annual average growth of 5.0% compared to

0.5% recorded in com

2.09

rison

the

parison goods.

h

the

.11 However, despite the peaks and troughs recorded, the most important fact is that in

2.12

tres such

as Cheshire Oaks and The Trafford Centre. In fact, all of the major supermarket

the future growth in retail expenditure will be primarily

focused on non-food goods. Therefore, we have witnessed the shift in emphasis

Asda

Implications of Future Growth

2.14

t

2.10 Similar to convenience goods, the growth recorded over the twenty year period

reflects the general economic performance and growth in disposable income. At the

height of the economic boom in the mid to late 1980’s growth was recorded as hig

as 8.3% in 1986. By 1991 growth had fallen to just 0.1% reflecting the onset of

recession and increasing interest rates. By the mid to late 1990’s growth had

recovered significantly with the latest high recorded in 2000 with 8.2% growth.

2

the last 20 years growth on non-food expenditure has trebled. In fact, spending in

2003 on comparison goods per capita at constant prices was over four times larger

than spending on the same basis in 1964.

With this in mind, it is not surprising to discover that major retail development has

been driven by non-food retail development including regional shopping cen

operators now recognise that

within larger supermarkets seeking to provide more space for the sale of comparison

goods. This has been most successfully achieved within Asda whereby the growth of

the Asda George brand has now resulted in the development of stand alone Asda

George stores selling non-food goods only. One such example is the recent

George store at Manchester Fort Retail Park.

2.13 MapInfo recognise that the strong growth recorded recently will be unsustainable

particularly as the economy begins to slow. Despite this, it is anticipated that the

average rate of growth recorded through to 2016 will still be between 3.9% and 3.4%

per annum.

In order to examine the potential implications of future expenditure growth, MapInfo

have provided forecasts for UK consumer spending which are based partly upon pas

6

trends but also on expected changes on other economic variables. The forecasts

recognise that the short-term growth trends for all goods, especially compariso

goods are unsustainable and that some correction is necessary. However, MapI

n

nfo

expect price falls to continue for products such as electronics and clothing which will

2.15

Figure 2.2: Average Annual Forecast Growth Rates

continue to boost sales.

On this basis, MapInfo have provided forecasts which are set out below.

Convenience Comparison Total 2004-2006 1.1% 3.9% 2.9% 2004-2011 1.2% 3.5% 2.7% 2004-2016 1.2% 3.4% 2.7%

2.16

mparison goods expenditure. In

fact, in the next twenty years, expenditure on comparison goods is set to double

ctual and Forecast Expenditure Per Capita per Annum

If we project these forecast growth rates through to 2021, it is evident that growth will

still be significantly focused on comparison goods. From Figure 2.3 below, it is

evident that by 2021, total expenditure will have increased by 61% to £7,005 per

capita per annum. The anticipated growth recorded for convenience goods will be

24% compared to the 83% growth recorded in co

based on current forecasts. This has important implications for the modelling of

future retail ‘needs’ which is set out in detail later on in this study.

Figure 2.3: A

2003 2011 2016 2021 Convenience £1,584 £1,743 £1,850 £1,963 Comparison £2,762 £3,609 £4,266 £5,042 Total £4,346 £5,352 £6,115 £7,005

The Retail Market

The retail market has been the subject of some profound changes over the recent past. The mix of social and economic conditions which prevailed in the 1980’s and 1990’s triggered the arriv

2.17

al of a much more discerning consumer driven not just by value for money but also increased selectivity and a demand for higher quality

entury where value for money is increasingly important. These conditions continue to

e consumer loyalty has become a ital ingredient in the success to retailers. Increasingly, successful shopping facilities

h ve to fulfil t stination l ge part thi s providing a w f nd leisure fa able to attract and the interest of the entire fam return such schem nefit not only from wider

shopping environments. This trend has continued through the turn of the C

impinge on the nature of today’s retail market wherva he role of a de ocation. In lar s meanide range o shopping a cilities retain

ily. In es be much

7

catchment areas, but also from substa longer shopping trips. Effectively, shopping is fast becoming the nation’s key leisure activity. However, the consumer is

one

2.18 e

n rising

stand alone food superstores, accounted for another 8.9 million sq. m or 15% of the

2.19 Other shopping malls in off-ce ocations ed about 0.8 million sq. m in 2000

c only 0.1 million sq. m in 198 f town reTrafford Centre eshire ompris than 80,the period but incre n sq. m by the end of 199 . Furthermore, with the high rate of residential construction during the 1980’s, local district centres expanded to an estimated 6.6 million sq. m in 1998.

.20 The decline of the traditional high street, however, should not be assumed to mean

town

e in

2.21

r that

2.22

There is increasing evidence that polarisation of centres is occurring across the UK, whereby large, more dominant

ilarly, the more attractive and accessible town centres are likely to

ntially

still keen to experience increases in choice and conveni9nce. This has led to the development of large format stores which seek to offer a wider range of goods inconvenient location supported by free parking.

As a result, over the last twenty-year period, the retail property landscape across thUK has changed dramatically. Since 1980, the rise of out of town retailing was unparalleled, and by 2000, the amount of retail park space had grown to 4.6 milliosq. m, representing 7.5% of all the UK retail stock. Superstores, mainly comp

total retail stock.

ntre l providompared with 0. Out o gional malls such as

and Ch Oaks c ed less 000 sq. m at the start of ased to nearly 1 millio 8

2

the decline of overall town centre trading. New shopping schemes in centres or onthe edge of town centres have brought not only more efficient space into the retail hierarchy, but introduced a quality of managed shopping environments, which couldnot be created within the context of the high street. Managed shopping malls incentres totalled 6.5 million sq. m at the beginning of the 1980’s. In 2000 they comprised over 10.5 million sq. m, a 60% rise. As a result 18% of all retail spacthe country is now to be found in shopping malls located within town centres.

As a whole therefore, the amount of retail space in town centres including both traditional and new space has not declined. On the contrary it has risen from around35 million sq. m in 1980 to nearly 39 million sq. m by 2000, a rise of 11% oveperiod.

However, much of this activity has taken place in higher order centres where largescale redevelopment schemes have been driven by high street national multiples seeking to increase representation and market share.

retail markets (both in terms of town centres and out of town malls) have continued to outperform more average locations in retail growth terms. The reduction in the amount of new floorspace coming through the out of town development pipeline (as more restrictive planning policy bites) is likely to further inflate rents in the best retail parks and prime locations, adding further to the divide between prime and secondaryretail property. Sim

8

perform better than the less attractive centres. Town centre expansion however will allow new opportunities to develop within the heart of towns which could dilute saleand rental performance in some locations, whilst encouraging it in others. The effectsof such development on existing business need to be carefully monitored.

In the next twenty years the retail landscape will cont

s

2.23 inue to evolve. Taking the

anticipated rise in the volume of retail sales, the expected trend in sales productivity, .

2.24

on

names are becoming increasingly vulnerable to takeovers. The merger and

n

d to

2.26

an

increasing number of outlets for specialist or niche goods, rather than rely on

to

space.

2.27 approach to new

investment for many key national retailers. Marginal locations within centres, and

as well as the retail schemes already in the development pipeline, it is reasonable toexpect further increases in total retail floorspace in major retail locations in the future

Certainly, future policy needs to be based on creating a balance between accommodating the dynamism of the market place, its increasing competitiveness and the widening gulf between differing shopping locations.

Trends in Non-food Retailing

2.25 As highlighted above overall, expenditure on non-food goods is increasing year

year, providing a stable platform for the domestic industry to grow. International

market conditions and price deflation in some key sectors mean that many high street

consolidation of companies could lead to fewer national multiple outlets competing i

the market place during the course of the local plan review. It will make those

retailers still in the market increasingly location-sensitive. This will increase demand

from multiples for prime and ‘super-prime’ pitches, but reduce the attractiveness of

other areas. The net result may be an increased occupation of secondary town

centre shopping units by non-retail uses. Planning policy has already responde

this trend by providing more flexible policy stances relating to secondary retail activity

and changes of use.

Key retailers, such as Marks & Spencer and the Arcadia Group, are reducing the

distribution of their operations and others, such as C&A, have left the domestic

marketplace altogether. This is a result not only of price deflation, but also of

changing shopping patterns. Many consumers are now prepared to shop in

household names, as was the case previously. The decision by Asda and Tesco

stock clothing has also had a major impact on this core area of high street trade. As

demand from these major anchor retailers decreases for representation in smaller

town centres, more lower-order retailers and food/drink uses will occupy town centre

Increased sensitivity over future viability will mean a cautious

9

prime locations within smaller town centres, will be increasingly rejected. Many

investment decisions will be influenced by the scale of commitment from other

2.28

. The

of between 2,500 and 5,000 sq. m. Demand is weakest in

the size range where supply is greatest (of about 1,000 sq. m).

2.29

rder to

.30 In addition, the DIY market has grown in strength considerably, in line with the

ween

ed

e

n, at

tlet Centres has subsided considerably, suppressed

by increasing planning restrictions. However, these and other successful regional

se

retailers; developers will increasingly need to promote large town centre

redevelopment schemes if they are to attract high quality retailers.

Retail Warehousing

In terms of retail warehousing, the market is becoming increasingly sensitive to

quality and location. Many retail warehouse operators will now only accept units on

major mixed-use retail parks, leading to a decline in the popularity of free-standing

units and older retail parks that are located away from the regional road network

market is now dominated by the likes of Homebase, Ikea, Big W and B&Q, seeking

units of 10,000-12,000 sq. m; and Matalan, Comet, Currys, Decathlon and Focus

seeking flagship stores

Many retail parks are unable to accommodate this new demand owing to the

configuration of the existing units. In the context of low demand for the smaller ‘bulky

goods’ units, many investors are seeking to create greater flexibility by incorporating

mezzanine levels into existing outlets, and to remove restrictive conditions in o

increase the number of ‘non-bulky’ goods operators able to utilize the space.

Because more fashion wear retailers are experimenting with lower cost warehouse

formats, many developers are seeking to provide fashion-led out-of-centre retail

parks (‘shopping parks’).

2

expanding DIY and home improvement culture. The market grew by 51.2% bet

1996 and 2000 and in 2000 alone consumer spending in the market sector increas

by 2.2%. However, the Keynote Market Review (August 2001) anticipates that

growth in the DIY market is slowing and more gradual growth is predicted for th

period 2001 to 2005. Despite this, spending is forecast to reach £11 billio

current prices, by 2005.

2.31 The demand for new Factory Ou

shopping centres, such as Merry Hill, are under pressure to extend and to increa

their overall attractiveness by introducing complementary non-retail uses.

Growth in Restaurant, Bars and the wider Café Culture

10

2.32 er

over the world.

Japanese sushi, Spanish tapas and Indonesian restaurants have joined the more

t

2.33 y Note found that in 2004 the usage of traditional branded

chains continued to decline despite their high profile in the market. Usage of the

t

r fast

ed

the UK’s and the world’s largest restaurant chain announced

that it would stop offering super size meals to help tackle obesity. Given these

n

• Busier working lifestyles - and the rising number of dual income families are

. As a result, eating out

has become a regular feature rather than a luxury of the working week. In fact,

f

ure

diversification - menu diversification and changes are now almost regular

features of most branded chains. Pub restaurants in particular have started to

In the UK the choice of restaurants is characteristically broad as a result of consum

willingness to adapt to new styles of eating and drinking from all

traditional curry houses. In addition, French, Italian and Greek restaurants can be

found in the majority of British towns. Frequent usage of restaurants is closely

correlated to social grade and income, with 83.6% of As and Bs visiting restaurants in

the evening in the last 12 months. Another important factor is whether both partners

in the household are working, which makes it practical and affordable to eat ou

regularly.

Research conducted by Ke

leading restaurant brand, Pizza Hut, decreased by 6 percentage points like mos

other chains, Brewer’s Fayre, Harvester, Little Chef, Beefeater etc recorded a lower

penetration than three or four years earlier. Since 2001, growth in the restaurant

meals market has been relatively slow as a result of the slow down in demand fo

food. This is due partly to market saturation, the obesity debate and the rise of

healthy eating values. Fast food chains are remedying this problem with improv

menus, and McDonalds,

initiative and rising consumer demand for eating out, Key Note forecasts that

between 2006 and 2008, growth in the restaurant meals market will remain betwee

5% and 5.9%. Key factors impacting upon growth in the future will include:

undoubtedly reducing the time available for hoe cooking

restaurants are targeting these cash rich/time poor customers

• Eating out as a leisure activity - for many customers, eating out is now part o

the leisure experience. The location of restaurant outlets has encouraged this

trend, for example it is common for these outlets to be situated close to leis

venues and cinema complexes. Eating out associated with travel is also on the

increase.

• Menu

introduce broader base menus and more frequent menu changes as a means of

maintaining customer interest in this increasingly competitive market.

11

• Greater choice of restaurants - new types of restaurant emerge regularly in

UK and often profit from the open minded nature of British with regard to food

and drink. Many cities and large towns now offer a wide range of culinary st

Key Note states that in 2004 the total UK restaurant meals market was worth £12.4

billion, a rise of 3.3% on 2003. Overall the market is expected to grow by 23%

between 2004 – 2008 to £15.25 billion. Between 1999 and 2008, Key Note for

that the value of the UK restaurant meals market will have grow by 49.2%. At 23%,

the growth forecast for the 5 years between 2004 – 2008 is faster than the in

the

yles.

2.34

ecast

crease

experienced in the previous five years, 17.4%.

2.35 Ano

alco

hote distinction

between a pub and a restaurant or café is likely to become even more blurred. For

ord e.

Ano

unli

rest US than in the UK, might use a new more liberal licensing regime to

move into the drinks market that is currently dominated by pubs

2.36 For

eati

As f young

adults aged between 18 and 35 have no problem finding employment and both

mor

cha

and eating out concepts such as tapas or sushi bars. This is partly derived from

for the

n

ther profound change taking place in the UK is the licensing of outlets selling

hol. This is likely to change the character of many outlets, such as pubs and

ls, which already play a major role in the eating out market. The

example, a pub could well consider moving into the market for take away food, in

er to provide customers with the option of having a drink and taking a meal hom

ther possibility is that the fast food majors which have traditionally been

censed in the UK, historically being attributable to alcohol being even more

ricted in the

ecasts for continuous growth in the restaurants market is based on the fact that

ng out has become a major element in the lifestyles of the younger generations.

a result of nearly a decade of economic growth in the UK, the majority o

partners are increasingly likely to work full time. This makes the eating out option

e attractive than ever. Restaurants in the UK will also continue to benefit from a

racteristic of the British – a willingness to experiment with new foods and drinks

foreign travel which is also increasing and expanding to new countries, making it

possible to introduce new styles of cuisine. This clearly has major implications

expansion of the restaurant and café industry within St Helens which has witnessed a

dramatic increase in the past five years.

The Growth in Electronic Commerce

2.37 Many consumers who previously shopped in town centres and retail parks are now

using the Internet for some of their purchases. This trend is set to continue, although

the exact impact that e-commerce will have on the high street has yet to be

established accurately. In 2001, total on-line sales in the UK were estimated at £4b

12

(Key Note, ‘E-Commerce’ September, 2002) which could rise by up to £7.5bn by

2005, an increase of 75%.

The most popular on-line purchases are currently books, CD’s, travel, food and

groceries, and computer products (Key Note, 2002). Technology is currently being

developed by companies such as Amazon that will allow on-line b

2.38

rowsing of books

which is likely to result in this sector making further in-roads into the on-line market.

2.39

2.40

etail units than before, as more is directed

to e-commerce. The effect of this will be to reduce spending growth and expenditure

e

2.41

of

tailing.

e

The clothing market has been slow to see the benefits of e-commerce with most

people still preferring to try on clothes prior to purchasing. Security concerns are also

still a major issue affecting all sectors of the market, with recent surveys suggesting

that 24% of people do not feel comfortable giving credit card out details over the

internet (Key Note, 2002).

The food and grocery market is also growing fast and some estimates suggest that

around 25% of the grocery market will be sold on-line by 2008 (The Institute of

Grocery Distribution, 2001).

As access to the Internet increases through digital televisions and mobile telephones,

proportionally less money will be spent in r

capacity. In turn, this will:

• Affect the investment decisions of existing retailers, and over time, further reduc

the demand for retail premises; and

• Lead to the creation of new ‘sui generis’ retail collection centres on the edges of

major conurbations. Experiments with 10,000 – 20,000 sq. m units are already

underway.

National Trends in Retail Trading Formats and Investment Planning policy has reduced out-of-centre development in recent years although

recent trends indicate an upsurge in retail warehouse development. Indeed, the

amount of retail warehouse park floorspace in the development pipeline at the end

2003 reached 2.7 million sq m. This was an increase of some 930,000 sq m the end

of 2000, although is almost 20% below the peak level in the 1990s. However, it is

significant to note that national planning policy (PPS6) intends to challenge the

format driven approach to re

2.42 However, the demand for retail warehouses remains strong although it is considered

that obstacles in obtaining planning permission restricted development in the lat

13

1990’s. Despite this, current completion levels are anticipated to remain at an annual

level of between 300,000 sq m (gross) to 350,000 sq m (gross). Figure 2.4 illustrates

e Parks in the Pipeline 1992-2003

the recent uplift in the amount of retail warehouse park floorspace that has been

coming forward.

Figure 2.4: Retail Warehous

0

0.5

3

3.5

1.5

2

2.5

1

Floo

rspa

ce (m

illio

n sq

m)

Proposed

1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

Year

With Planning ConsentUnder Construction

The total amount of floorspace in the shopping centre development pipeline reac

just over 5.4 million sq m (gross) by th

2.43 hed

e end of 2003. Town centre located schemes,

at 4.1 million sq m (gross), accounted for 75% of this total. This marks a significant

increase on the 1993 proportion, when town centre located schemes accounted for

just 64% of the development pipeline (Figure 2.5).

14

Figure 2.5: Change in Location of New Shopping Centre Floorspace 1992-2003

Figure 2: Change in Location of New Shopping Centre Floorspace, 1992-2003

67.964.2

67.7 70.4 73.382

85.991.8 90.4 90

85.8

75.4

32.135.8

32.3 29.6 26.718

14.18.2 9.6 10

14.2

24.6

0

10

20

30

40

50

60

70

80

90

100

1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

Year

Prop

ortio

n of

Tot

al S

hopp

ing

Cent

re

Deve

lopm

ent P

ipel

ine

(%)

Town CentreOut of Town Centre

However, it is significant to note that the proportion of out of town floorspace at the

end of 2003 (25%) is significantly higher than the low of only 8% at the end of 1999.

Clearly, Figure 2.5 highlights that a greater proporti

2.44

on of shopping centre

development is proposed/constructed at out of town locations, which is similar to the

position prior to 1996.

2.45 Therefore, both Figure 2.4 and Figure 2.5 indicate uplift in out of town development,

after a period where out of town development saw a downturn in development, most

notably between 1997 and 1999.

The St Helens Perspective

2.46 In order to understand the trends that have occurred in St Helens we have reviewed

information provided by Promis who examine retail development performance

throughout the UK. Figure 2.6 below illustrates the type of retail development that

has occurred in St Helen’s since 1993. From this information it is not surprising to

discover that St Helen’s has seen significant development in the retail warehouse

sector particularly since the turn of the century. In fact since the last study was

prepared, there has been significant development primarily focused at the

Ravenhead Retail Park, which is currently being extended.

2.47 In 1993 St Helens Town Centre comprised approximately 80,825 sq m (870,000 sq

ft) of town centre floorspace (according to Promis). However, by 2004 this had

15

increased by 9,384 sq m (or 101,000 sq ft) to 90,209 sq m (or 971,000 sq ft)

representing an increase of 11.6%.

Figure 2.6: St Helens Comparison Floorspace (1993-2004)

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

Sq.

ft (0

00's

)

Retail Warehousing

Tow n Centre

Source: Promis 2005

Retail warehouse development has also experienced significant growth in the same

period. In 1993 retail w

2.48

arehouse space comprised approximately 33,910 sq. m

(365,000 sq. ft) of floorspace (according to Promis). By 2004 this had increased by

igure 2.7: Location of New Comparison Floorspace in St Helens (1993-2004)

39,483 sq. m (or 425,000 sq. ft) to 73,393 sq. m (or 790,000 sq. ft) representing an

increase of 116%.

F

0

600Retail Warehousing

Tow n Centre

100

200

300

400

500

Sq. f

t (00

0's)

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

Source: Promis 2005

16

2.49 of the

ver, by 2004 this had risen to 45%, an increase

of 50%. Therefore, it is not surprising to discover that 81% of all comparison goods

on-food) retail development that has occurred since 1993 has been retail

ionally and nationally.

In 1993 the total provision of retail warehousing in St Helen’s represented 30%

total retail floorspace provision. Howe

(n

warehousing confirming the trends that have occurred reg

17

3 PLANNING POLICY FRAMEWORK Introduction

Given that this study seeks to provide important background evidence that will a

in fu

3.01 ssist

the ture development of the LDF process, it is important at this stage to reflect

upon key policy advice and how the national guidance may impact upon the

development of policies locally. The key texts, which have been considered as part of

our study, include:

• Planning Policy Statement 6 ‘Planning for Town Centres’;

• Existing and emerging Regional Planning Guidance for the North West;

• The St Helens Unitary Development Plan

Planning Policy Statement 6 – Planning for Town Centres (March 2005) 3.02 Paragraph 1.3 of PPS6 notes that the Government’s key objective for town centres is

to promote their vitality and viability by:

• Planning for the growth and development of existing centres; and

• Promoting and enhancing existing centres, by focusing development in such

centres and encouraging a wide range of services in a good environment,

accessible to all.

These other objectives should be taken into account in the context of paragraph 1.3

these include:

• Enhancing customer choice by making provision for a range of shopping, leisure

and local services, which allow genuine choice to meet the needs of the entire

community, particularly social excluded groups

• supporting efficient, competitive and innovative retail, tourism and other sectors,

with improving productivity

• improving accessibility ensuring that existing or new development is or will be

accessible and well served by a choice of means of transport

3.03 In order to deliver the Government’s objectives, paragraph 2.1 notes that

development should be focused in existing centres in order to strengthen and, where

appropriate, regenerate them.

3.04 A positive and proactive approach to planning is encouraged by the guidance, with

paragraph 2.16 noting that local planning authorities should work in conjunction with

18

s ess the need for new floorspace for

re and other main town centre uses, taking into account both quantitative

tions.

ns. In deprived areas which lack access to a range of services will be clear and demonstrable benefits in identifying sites for

appropriate development to serve communities in these areas, additional weight should

3.06 tail development when preparing its

development plan documents, paragraph 2.34 notes that a local planning authority

ses of goods to be sold, within the broad ries of comparison and convenience goods…;

3.07 In tecon al planning department will be to provide for consumer choice by nsuring that:

vitality and viability of town centres and the application of the sequential approach, to improve accessibility for the whole community; and

3.08 The ragraph 2.36 that in addition to the above, other

s

be o

nsure

tion of the centre and its catchment. Appropriate

development should be located in the right type of centre to ensure that it fits and

takeholders and the community to, inter alia, ass

retail, leisu

and qualitative considera

3.05 In assessing the need and capacity for additional retail and leisure development,

paragraph 2.33 notes that: ‘local planning authorities should place greater weight on

quantitative need for additional floorspace for the specific types of retail and leisure developments. However, local planning authorities should also take into account of qualitative consideratioand facilities, and there

be given to meeting these qualitative deficiencies.’

In assessing quantitative need for additional re

should assess the likely future demand having a realistic assessment of:

• Existing and forecast population levels;

• Forecast expenditure for specific clascatego

• Forecast improvements in productivity in the use of floorspace.

rms of qualitative need, the guidance states at paragraph 2.35 that “a key

sideration for a loce

• An appropriate distribution of locations is achieved, subject to the key objective of promoting the

• Provision is made for a range of sites for shopping, leisure and local services, whichallow genuine choice to meet the needs of the whole community, particularly the needs of those living in deprived areas.”

guidance further states at pa

con iderations may be taken into account including the degree to which shops may

vertrading.

3.09 The guidance in paragraph 2.04 states that Local Planning Authorities should e

when selecting suitable sites for development that the scale of opportunities identified

are related to the role and func

compliments its role and function.

19

3.10

o consider a indicative upper limit for the scale of

development likely to be miscible in different types of centres.

3.11

ly

r

opment in

relation to the role and function of the centre; and then

e given to sites that are or will be well

• are or will be well served by

a high

likelihood of performing links with the centre.

3.12

propriate range of sites to allow the accommodation of the

ed, it also recognises that Local Planning Authorities should be flexible

operators. It is also re

term

3.13 n considering potential sites for allocation either in edge of centre or out of

ld

ment. In addition Local Planning Authorities should ensure that

locations are accessible when selecting appropriate sites for allocation. These

of

d

d congestion.

In terms of local centres, given their characteristics the guidance considers that it

would be inappropriate as a location for large scale new development. Therefore

Local Planning Authorities are t

PPS6 adopts the sequential approach to site selection whereby Local Planning

Authorities should select appropriate sites for allocation within identified centres

where identified need is to be met. All options in town centres should be thorough

assessed before less central sites are considered for development for town centre

uses. Paragraph 2.44 sets out the sequential approach required. A development

should be considered in the following order:

• First locations in appropriate existing centres where suitable site or buildings fo

conversion are, or are likely to become, available within the development plan

document period, taking account of an appropriate scale of the devel

• edge of centre locations with preferenc

connected to the centre; and then

out of centre sites with preference given to sites that

a choice of means of transport and which are close to the centre and have

When considering sites Local Planning Authorities should in consultation with

stakeholders identify an ap

identified ne

and realistic when drawing up such sites and should discuss this with developers and

cognised that Local Planning Authorities should have

appreciation for business models and should take into account business models in

s of scale, format, car parking provision and the scope for desegregation.

Whe

centre locations the statement also suggests that Local Planning Authorities shou

assess the impact that that potential development could have on identified centres

within the catch

should be

• Whether the site is or will be accessible or well served by a choice of means

transport, especially public transport, walking and cycling, as well as by car, an

• the impact on car use traffic an

20

Regional Planning Guidance for the North West (March 2003)

Regional Planning Guidance RPG13 (now RSS) for the Nort

3.14 h West provides the

broad development strategy for the period to 2016. Published in March 2003, the

uality

3.15 ich

tre management initiatives and other

strategies should “recognise the continued need to protect, sustain and improve the

io Cen

3.16 Poli within and on the edge of

st

3.17 commerce, residential, retail, helps redu

hemes

3.19 he

Retailing Chapter of the adopted UDP. The overall strategic approach which is

opping centre as shown on the Proposals Map and listed in Schedule 2 will be permitted, subject to there being no conflict with other Plan Proposals and

li

I. eak flows of traffic, including heavy

goods vehicles;

guidance seeks to develop the region in a sustainable way to ensure that the q

of life for residents, the business community and visitors will be maintained and

enhanced.

Policy EC8 relates to town centres, retail, leisure and office development, wh

states that development plans, town cen

reg n’s town and city centres, including the role of Manchester City and Liverpool Citytres as regional shopping centres”.

cy EC8 also notes the need to “encourage new retail…

exi ing defined town and city centre boundaries (primary shopping areas)”.

It is also noted in paragraph 5.40 that “incorporating mixed uses like business and

leisure and culture into developments in central areas to keep them alive both day and night, contributes to urban regeneration and

ces the need to travel”.

3.18 However, it states further that it is important: “that edge-of-centre mixed use sc

with a strong commercial element do not undermine the vitality or viability of nearby centres or the shopping facilities in rural areas”

The St Helens Unitary Development Plan

Policies relating to town centre developments and retailing are contained within t

identified in Policy S5 of part 1 of the UDP seeks to concentrate new retail

development within existing centres, an approach advocated at both the national and

regional level. In dealing with such development, Policy RET1 states that:

Retail development and associated service uses in, or immediately adjacent to, an established sh

Po cies and provided that, in particular, the following criteria are satisfied:

The site enjoys good access to the highway network and is capable of satisfactorily accommodating the estimated p

21

II. the layout provides adequate car parking, cycle parking and servicing tly located in

relation to public transport and pedestrian routes;

II

3.20

and Earlestown Town Centre. Fifteen other local shopping centres are

also identified within Schedule 2.

3.21

Any proposal for large scale retail development outside an existing centre will be

improvement of the urban areas and does not undermine the plan strategy;

the diversion of trade and/or deterrence of investment;

wn centre sites are available, followed by edge-of-centre sites, district and local centres;

nmental effects or undue loss of amenity to neighbouring residential areas and the surrounding locality;

g

.22 Whilst Policy RET2 requires the developer/applicant to apply a sequential approach

ore

recent advice set out in PPS6 highlighted above.

arrangements that comply with Policy GEN9 and is convenien

I. and the scheme will not result in harmful environmental effects or undue of loss of amenity to local residents.

In dealing with Policy RET1, the two main shopping centres identified are St Helens

Town Centre

Whilst the plan seeks to promote further retail and service development within

established centres, Policy RET2 provides a criterion based policy dealing with future

out of centre retail development. The policy states that:

considered against the following criteria:

I. it makes a positive contribution to the economic and environmental

II. it is not located within the Green Belt; III. it will not cause significant harm to the viability and vitality of any shopping

centre identified in Schedule 2 and shown on the Proposals map, or in adjacent authority areas, through

IV. it is readily accessible by both public and private transport; V. evidence that a sequential approach to site selection has been adopted which

demonstrates firstly, that no suitable to

VI. there is no significant harmful enviro

VII. the proposal will have good access to the highway network capable of satisfactorily accommodating the estimated peak flow of traffic, includinheavy goods vehicle, and provide adequate car parking and servicing (GEN9)l and

VIII. the effect on overall traffic patterns

3

to site selection, it is evident that the policy does not specifically require a

demonstration of ‘need’. Therefore, any future update of core policies relating to out

of centre retail development would have to include a criteria which reflects the m

22

3.23 rontages

and s as

they w .

3.24 Policy ps, restaurants and cafes and sets out a number

3.25 and vehicle hire services and again provides

3.26

ment in St Helens

can be improved in the future and that existing features of quality are retained. As

etween the security needs of the industry and the need to protect amenity. The

policy il will

require de

doors

3.27 In summa vel

will have t

importantly, PPS6 now requires local authorities to define a Primary Shopping Area

which is likely

UDP. Ho

reflect the In addition, it will also be

impor is a

clear disti

defin

Policy RET3 deals with amusement centres in the secondary and primary f

tates that whilst such centres are generally accessible in the secondary are

ill not be permitted in the primary shopping areas

RET4 deals with hot food sho

of criteria that have to be satisfied relating to local amenity, hours of opening and

traffic issues.

Policy RET5 deals specifically with taxi

a series of criteria that will need to be satisfied.

Finally Policy RET6 seeks to deal with the design of existing shop fronts and new

developments. The policy seeks to ensure that the built in environ

part of the policy, the Council recognise that there needs to be a balance struck

b

also deals with access for those with special needs whereby the Counc

signs to incorporate appropriate measures such as ramps, automatic

, hand rails etc. to facilitate access.

ry, it is evident that the development of future plan policy at the local le

o be updated to reflect the recent guidance issues in PPS6. More

to reflect the existing defined Central Shopping Area in the adopted

wever it will be important that the boundary of this area is reviewed to

definitions set out in Table 2 of annex A in PPS6.

tant to review the extent of the Prime Shopping Area to ensure that there

nction between the primary frontage and the primary shopping area as

ed in PPS6.

23

4. SSESSMENT OF VITALITY AND VIABILITY

his section of the report assesses the vitality and viability o

A 4.01 T f St Helens and Earlestown

town centres with reference to the indicators in PPS6, chapter 4.

T

.02 Town centres have an important role to play in any Borough. They form a focal point

fo

w ure, education and transport.

P e

im

lo

st

id

T .04 It is important that St Helens and Earlestown remain competitive with their neighbours

a

ce sses

an

m

ef

4.05 T

im

• They help to asses the success of retail policies in the existing St Helens Unitary

Development Plan and will assist in the formulation of appropriate policies in the

Unitary Development Plan when the plan is reviewed.

• They provide a starting point for any retail strategies that may be produced and will

assist with retail planning in St Helens and Earlestown;

• They provide useful base data that will facilitate a process of monitoring that can be

undertaken each year to asses how the town centres are performing over time;

• They allow positive and negative aspects of the town centres to be identified and

appropriate action taken;

he Importance of Town Centres

4

r the community and provide a wide range of services that are accessible to the

hole population including retail, employment, leis

4.03 lanning Policy Statement note 6 “Planning for Town Centres” (2005), emphasises th

portance of maintaining a “healthy” town centre as it helps to foster civic pride and

cal identity and can contribute towards the aims of sustainable development. It also

ates that by monitoring town centres on a regular basis, signs of decline can be

entified early on and remedial action can be taken.

he Purpose of the Health Check

4

nd continue to attract shoppers, visitors and businesses. To achieve this, the town

ntres must continually strive to build on their strengths, alleviate their weakne

d continually improve the facilities they provides to the community. Simply

aintaining the status quo is not an option. Successful town centres must respond

fectively to the changing needs and demands of its users.

he town centre health checks for St Helens and Earlestown serve a number of very

portant functions:

24

• They provide data that can be used to compare the performance of St Helens and

ers’ perception of the towns they allow schemes

and strategies to be drawn up to help improve the town centres for their users.

4.06

information gained on the key indicators that PPS6 ‘Planning for Town Centres’

-

• Retailer representation and intention to change representation;

• Proportion of vacant street level property;

4.07 een informed by a combination of desk top research, ‘on the

town centres and original survey work.

St Helen

4.08 athered as part of this study

riefly examined the findings of the Council’s previous St Helens Town Centre

a

that the town centre wa destination in the sub-

region, both in terms of its function and size. The Council consider its main competitors

b

4.09 The main conclusions of the 2001 report confirm that St Helens town centre shows sign

re

follo 1.

Earlestown town centres to other neighbouring centres in the region and therefore

to ensure that they remain competitive;

• By looking at retailers’ and shopp

These health checks, while focusing specifically on economic factors, also examine

other issues such as transport provision and the environment. They incorporate

suggest should be used to asses the health of town centres. These include:

• Diversity of uses;

• The amount of retail, leisure and office floorspace in edge-of-centre and out-of

centre locations,

• Shopping rents;

• Commercial yields on non-domestic property;

• Pedestrian flows;

• Accessibility;

• Customer views and behaviour;

• Perception of safety and occurrence of crime; and

• State of the town centre environment quality

The assessment has b

ground’ observations of the

s Town Centre Health Check 2001 and 2004

r to compare previous research with the evidence gIn orde

we have b

He lth Check undertaken in 2001 and reviewed in 2004. Overall, the Council found

s an important comparison shopping

to e Wigan and Warrington.

of latively good vitality and viability. In respect of some key indicators we note the

wing conclusions from 200

25

er of vacant units within the Central

Shopping Area, which had been vacant previously for three consecutive

%)

in the number of shops in the town centre, whilst there has been a rise in the

has

• Pedestrian surveys within the town centre indicate a relatively healthy volume

stributed around the town centre similar to patterns in previous

mained constant since 1994;

% since 1996 and

s in Wigan, Widnes, Runcorn and Salford;

eriod 1999/2000 to 2000/20001 by 15%;

hin the town centre by 20% between

espite robbery and violent crime against the person

ng spaces within the town centre has increased;

e has remained constant.

.10 Where possible comparisons have been made with the St Helens Retail and Leisure

.

T HELENS TOWN CENTRE

t Helen’s position within the Regional Hierarchy

4.11

oring system which takes account of each location’s

provision of multiple retailers and anchor store strength.

• Between 1999 and 2001 the Council found there had been a decline in the

number of vacant properties in the town centre by 26%;

• The Council found a fall in the numb

surveys;

• Between 1999 and 2001 the Council found that there has been a decline (-4

financial and professional services, food and drink establishments, private

offices and public buildings;

• The Council found that the number of multiples stores in the town centre

increased from 47 in 1996 to 59 by 2001;

of shoppers di

studies;

• Yields have re

• Zone A rent values for the town centre have increased by 43

outperform rent

• Increased planning application in the p

• Decline in the theft from motor vehicles wit

1999 and 2001, d

increasing;

• The total number of car parki

• The number of bus routes out of the town centr

4

Study 2000-2016 undertaken by WYG (previously MVM Planning Ltd) in March 2001

S

S

Table 4.1 below illustrates St Helens’s position within the hierarchy of town centres in

the surrounding area, by reference to the Management Horizons Europe’s UK

Shopping Index (2003/2004). This rank the top 1,672 shopping venues in the UK,

including town centres, stand alone malls, retail warehouse parks and factory outlet

centres, through a weighted sc

26

Figu 4re .1: The Sub-Regional Shopping Hierarchy

Ce rent Rank 2003-2004 Rank 2000-2001 Change in Rank

Manchester 2 3 +1 Liverp 14 13 -1 ool Southport 62 77 +15 W inarr gton 83 91 +8 St Helens 92 111 +19 Wigan 111 121 +10

Manageme

4.12 It can be se

ranked 92 it within the top 6% of all UK

sho

that the

Genera

4.13 St Hele ot Road), the A570

(Co r

4.14 The cen et,

Hardsh Barrow Street. The prime shopping frontage in addition to the

Chu

of B g y

two department stores, Marks and Spencer and T J Hughes. The Church Square

long Baldwin Street, Claughton Street, Westfield Street and Duke Street. These

st the

in

lpful as comparisons can be

made with other centres as well as national averages.

nt Horizons Europe: UK Shopping Index (2003/2004)

en that out of the 1,672 shopping venues surveyed nationally, St Helens isnd in the 2003-2004 period, which places

pping venues. During the 2000-2001 periods, St Helens was ranked 111th showing

centre has improved over the last two years.

l Description of St Helens Town Centre

ns Town Centre is formed at the junctions of the A58 (Presc

rpo ation Street) and the A571 (College Street/ King Street).

tre is focused on the pedestrianised area of Church Street, Market Stre

aw Street and

rch Square and Hardshaw Centre includes Church Street, Ormskirk Street and part

rid e Street. The Hardshaw Centre consists of a single storey mall anchored b

Shopping Centre comprises four interlinked arcades, which is anchored by Boots and

BHS and also contains a large indoor market. The centre extends further to the south

a

areas perform a more secondary role.

Diversity of Uses

4.15 Tables 4.2 and 4.3 below illustrate the retail composition of St Helens town centre at

2004 and 2000 in terms of outlet numbers and floorspace and compare it again

respective UK national averages for town centres. This is based on GOAD, the

boundary of which is attached in Appendix I. We note that the boundary is different

that previously adopted by Promis and will not also reflect the town centre boundary

the adopted UDP. However, the GOAD information is he

27

ntre, 2004Table 4.2: Retail Composition of St Helens Town Ce xperian Goad (2004)

Sector No. of Outlets

% of Outlets Floorspace (sq. m)

% of Floorspace

GB GB

Source: E

St Helens St Helens Convenience 38 10.6 9.3 21,024 23.2 16.9 Comparison 178 49.6 48.0 48,180 53.1 53.1 Service 110 30.6 31. 14,344 15.8 20.7 1 Miscellaneous 4 1.1 1.4 641 0.7 1.4 Vacant 29 8.1 10.3 6,494 7.2 7.9 TOTAL

Table 4.3: Retail Composition of St Helens Town Centre, 2000

359 100 100 90,683 100 100

Source: Experian Goad (June 2000) updated by MVM Planning (November 2000)

particularly strong. It

resented, with the proportion of

bove the national average (48.0%) and the proportion

ng at the national average. This has, however,

4.18

ared to 31.1% and

service floorspace amounts to 15.8% compared to 20.7%. The service sector in St

Sector No. of Outlets

% of Outlets Floorspace (sq. m)

% of Floorspace

St Helens Change 00-04

St Hele0

ns Change 0-04

Convenience 34 9.3 +1.3 15,190 17.1 +6.1 Comparison 192 52.6 -4.6 51,600 58.2 -5.1 Service 109 29.9 +0.7 15,120 17.1 -1.3 Miscellaneous 2 0.5 +0.6 290 0.3 +0.4 Vacant 28 7.7 +0.4 6,419 7.2 0 TOTAL 365 100 - 88,610 100 -

It can be seen that at 2004 the convenience sector in St Helens is4.16

has an above average number of units having 10.6% compared to the national average

of 9.3%. The proportion of convenience floorspace (23.2%) is also above the national

average (16.9%). Indeed, the centre has two large edge-of-centre foodstores: an Asda

at Kirkland Street and the former Safeway (now Tesco), at Chalon Way West along

with a Lidl which is located on the King Street Retail Park. Table 4.2 shows that the

convenience sector in St Helens has strengthened since 2000 in terms of both the

number of units (by 4 units or 1.3%) and the amount of floorspace (by 5,824 sq m or

6.1%).

The comparison sector at 2004 is also well rep4.17

comparison units (49.6%) being a

of comparison floorspace (53.1%) bei

declined since 2000 in terms of both the number of units (by 14 units or 4.6%) and the

amount of floorspace (by 3,420 sq m or 5.1%). This trend was identified by the Council

in the latest health check, where they found that the town centre had experienced a

decline in the number of shops between 1992 and 2002/03 of 15% (however, this did

not differentiate between food and non-food).

In contrast to the above, the proportion of service units and floorspace in St Helens is

below the national average. Service units amount to 30.6% comp

28

Helens has increased marginally since 2000 in terms of the number of units (by 1 unit

ce (by 776 sq m or 1.3%).

.19 erall, the retail t incr d from 365 units or 88,6 f

000 to units or 90,683 sq m in 2004.

.20 pected with a town of St Helen ze, the cen upports a b

s in add to retai St Hel as a num ultural ve

s rs from further afield. These

r Street, which comprises

a cinema, Chicago Ro ge and Pizza

Kirkland Street, the f Glass museum and art gallery a he Hilton Hotel at

art ib t. The centre also p

inistrat le as th cation for governmen gs and C l. In

s C occup large rtion of the central area.

.21 In light of the compa ith the ious MVM dy abo h examin e

s lso examined more

detailed information also be Experian in respect of key service facilities which were not

4.22

4: Service Composition of St Helens Town Centre, 2004

or 0.7%), but has declined in terms of the amount of floorspa

4 Ov sector in S Helens has ease 10 sq m o

floorspace in 2 359

4 As would be ex s’ si tre s road

variety of use ition ling. ens h ber of c nues

erving local residents in addition to attracting visito

include an entertainment complex on the Chalon Way / Wate

ck Café, Yates Wi

World o

ne Lod Hut, along with the

nd t

Lidl at

Linkway West, library and gallery on L rary Stree erforms an

important adm ive ro e lo t buildin ounci

addition St Helen ollege ies a propo

4 rison w prev stu ve, whic ed th

ummary data provided by Experian in 2000 and 2004, WYG have a

previously examined in St Helens in 2000.

The results set out in Figure 4.4 clearly show that when compared to the national

average St Helens is well provided for at 2004. The only identifiable deficiency is the

number of restaurants in the town centre. This contrasts with the fact that the town

centre is very well provided for with bars and public houses, with an above average

representation.

Table 4.

4.23

Sector No. of % of Outlets Floorspace (sq. Outlets m)

% of Floorspace

St Helens GB St Helens GB Fast Food Restaurants

19 4.35 4.61 1,347 1.17 2.22

Restaurants 12 2.75 4.24 2,192 1.91 3.26 Clubs 2 0.46 0.89 548 0.48 1.51 Cafes 10 2.29 2.66 957 0.83 1.28 Hotel and Quest Houses

4 0.92 0.52 3,400 2.96 1.62

Bars and Wine Bars

20 4.58 1.45 5,788 5.03 2.09

Public Houses 19 4.35 3.36 4,199 3.65 4.45 Retail Banks 11 2.52 2.74 3,437 2.99 3.41 TOTAL 97 21,868

When we compare these figures to the position at 2000 (Figure 4.5), it is evident that

the town centre has seen a marked increase in the number of fast food restaurants,

29

bars and wines bars and public houses.

Table 4.5: Service Composition of St Helens Town Centre, 2000

.24 This appears to support the conclusion reached by the Council whereby between 1992

other

4

and 2002/03 there was considerable growth in the number of food and drinking

establishments.

Retailer Representation

4.25 Table 4.6 illustrates the scale of St Helens retail offer at 2004 relative to

competing centres. Table 4.6: Scale of Retail Offer

Centre Convenience Floorspace (sq m gross)

Comparison Floorspace (sq m gross)

Service (sq m gross)

Total

Manchester 13,025 139,085 77,193 229,303 Liverpool 13,081 3 1108,61 29,840 51,534 Southport 22,548 70,318 27 120,830 ,964 Warrington 16,044 49,1 17,6 9 92 8 82,925 St Helens 21,024 48, 1 8180 4,344 3,548 Wigan 10,461 57,888 12,876 81,225

Source: Experian Goad (2 ). Notes: Total floorspa tes to con compariso servicee only, and exclud iscellane orspace cies and oth s.

4.26 tes that the size e retai or as a w St Helen reate

t and an, but han M ster, Live uth It can

b ver, t the co nce s in St Helens is particul strong

h rop n of floorspace tha st centre only exce being

Southport.

al

the

004 ce rela venience, n and floorspac es m ous flo , vacan er use

This table indica of th l sect hole in s is g r

han Warrington Wig less t anche rpool and So port.

e seen, howe hat nvenie ector arly

aving a higher p ortio n mo s, the ption

4.27 The presence of multiple retailers can greatly enhance the appeal of a centre to loc

consumers and investors. Other retailers in a centre can also benefit from

Sector No. of Outlets

% of Outlets Floorspace (sq. m)

% of Floorspace

St Helens Change 00-04

St Helens Change 00-04

Fast Food Restaurants

15 3.06 +1.29 1,208 0.9 +0.27

Restaurants 20 4.08 -1.33 2,796 2.09 -0.18 Clubs 0 0 +0.46 0 0 +0.48 Cafes 4 0.82 +1.47 836 0.62 -0.14 Hotel and Quest Houses

0 0 +0.92 0 0 +2.96

Bars and Wine Bars

8 1.63 +2.95 1,830 1.37 +3.66

Public Houses 16 3.27 +1.08 4,162 3.11 +0.54 Retail Banks 11 2.24 +0.28 3,948 2.95 0.04 TOTAL 74 100 14,780

30

increased pedestrian traffic generated by the presence of national multiples. However,

multiples also provide strong competition for rivals and over concentration may threaten

and local identity. An

approp alance bet en multiple ependents i e

national average fi the proportion of national multip n town centres is 34%

which is a useful benchmark in However, it should th

l are ex ed to c n a h than ave ortion ultipl

r lower o centres acteris lower lev footfall an ch ar

therefo e less attractive to ‘footloose’ multiple retailers.

.28 ere 1 multiple retailers (d as being f a netwo ine o

m outlets) in St Helens, occupying 46% of the total number of units in the centre

( d, 200 This inc 18 ‘k actors’ i. e retailers t likely

to improve the cons al of a cen cause strong br ding or

comprehensive product mix. These include: BhS, Boot the Chemist, Marks and

4.29 St Hele also has a good representation of independent units. The majority of these

ndary areas.

ness survey of St Helens found that 68.2% of retailers had plans to make

ithin the next year. Of those who were looking to make

changes, 7.5% noted that they were looking to relocate within the town centre, 12.5%

noted that they were lo te o 2.5 ooking to extend

floorspace, 15.2% were urbis rsp roportion

( that they were looking to clo noted t had no to

m ges to their .

4.31 T iness survey also indicated that most retailers in St Helens were tr ell

and just 7.7% felt that they were trading poorly. The survey further revealed that 52.2%

4.32

day/ tourist visitors (16.4%), high rents/ overheads (15.5%), lack of footfall

outside premises and poor security (9.5%), competition from other traders in St Helens

the independent sector in a town, undermining diversity

riate b we

gure for

s and ind s therefore d

les i

sirable. The

for compar g centres. be noted at

arger centre pect ontai igher rage prop of m e

etailers than rder char ed by els of d whi e

r

4 In 2004, there w

ore

66 efined part o rk of n r

Experian Goa 4). ludes ey attr e. thos mos

umer appe tre be of their an

Spencer, WH Smith, Woolworths, Mothercare, Next, New Look, McDonalds and

Superdrug.

ns

are located within the seco

Intentions to change Representation

4.30 The busi

changes to their businesses w

oking to reloca ut-of-centre, 1

h existing floo

% were l

looking to ref ace, and a small p

2.5%) noted se. 45% hat they intentions

ake chan business

he bus ading w

(41%) or moderately (41%). 10.3% of respondents felt that they were trading very well

of retailers felt that the performance of their businesses had improved over the last 5

years (52.2%), 17.5% had stayed the same, and 27.5% had declined.

The main threats felt by businesses were noted to be inadequate customer car parking

and lack of

(6.9%), poor quality of town centre shopping environment (6.0%), inadequacies of

31

current pitches and competition from other town centres (5.2%) and poor location of

premises (4.3%).

Retailer Requirements

Table 4.7 sets out retailer requirements within St Helens town centre as derived from

the Focus Database (October 2004).

4.33

lens Town Centre, 2004Table 4.7: Summary of Retailer Requirements within St He

Number of Minimum Maximum

Requirements Floorspace (sq. m)

Floorspace (sq. m)

Convenience 4 385 627 Comparison 21 5,605 11,436 Service 11 2,095 4,171 TOTAL 36 8,085 16,234

4.34

n in St Helens, with a total of 36 requirements listed. Retailers with

r simply not being actively marketed. Conversely a

Source: Focus Report (October 2004) - uses falling within specific retail trade categories from Experian Goad definitions It can be seen that there is a healthy level of demand from businesses seeking

representatio

current requirements include La Senza, Carphone Warehouse, Hobbycraft, Peacocks

stores.

Street Level Vacancies

4.35 The number of vacant units within a town centre can provide a good indication of how

the town centre is performing. However, care should be taken when interpreting

figures. Vacancies can occur for positive as well as negative reasons e.g. the opening

of a new retail centre elsewhere in a town may draw retailers from older properties or

more peripheral areas of the town. Vacant units will be found in even the strongest

town centre and are simply an indicator of the level of demand in a centre. For

example some properties may lay vacant because they are poorly maintained, unsuited

to modern retailing requirements o

low vacancy rate does not necessarily mean that a centre is performing well. For

example, if there is a proliferation of charity shops and other uses nor usually

associated with a town centre it may be a sign of decline, particularly where these uses

are located in prime locations. Despite these issues, it is still a useful indictor of

performance.

4.36 In 2004 there are 29 vacant units or 8.1% in St Helens town centre, which is

significantly below the national average of 11.3%. As a proportion of total floorspace,

vacancies account for 6,494 sq m or 7.2% which is also below the national average of

7.9%. Vacant units have increased marginally by 0.4% since 2000 when there were 28

vacancies amounting to 7.7%. Vacant floorspace has, however, increased only

32

moderately between 2000 and 2004. This is especially notable in the context of

previous reports undertaken by the City Council (2004), where the Council found that

during the period between 1992 to 2002/03 the number of vacant buildings increased

uld be noted that the Council’s definition of the town centre is

wider than that defined by Goad, as in 2002/03 the Council identified 69 vacant units,

.37 Table 4.6 below compares the vacancy count in St Helens town centre with other

tion of

s within the su

cancies in St Helens and other n y centres

by 188%. However, it sho

compared to Goad’s 29 in 2004.

4

nearby centres. It can be seen that St Helens town centre has the lowest propor

vacant unit b region.

Table 4.8: Va earb

Centre Vacant Units % Units Manchester 200 17.1 Liverpool 71 10.4 Southport 60 8.8 Warrington 46 11.6 St Helens 29 8.1 Wigan 80 18.0

Commercial Rents and Yields

.38 Zone A rents (the rental value of the first six metres depth of floorspace in retail units

4.39 town

Source: Experian Goad (2004).

4

from the shop window) reflect retailers’ perception of the town centre. As retailers

consider rent to reflect the margin between turnover and operational costs (plus

profit), the better the trading prospects the higher the rent that the operator will be

willing to pay.

Table 4.9 below records the changes in prime pitch Zone A rents in St Helens

centre over the period relative to other centres in the sub-region.

Table 4.9: Prime Pitch Zone A Rents (£/ sq m)

Centre June ‘96

June ‘97

June ‘98

June ‘99

June ‘00

June ‘01

June ‘02

June ‘03

June ‘04

Manchester 1,938 2,153 2,960 3,231 3,231 3,014 3,014 3,231 3,231 Liverpool 1,668 1,884 2,045 2,691 2,691 2,691 2,853 2,960 2,960 Southport 1,023 1,023 1,076 1,184 1,184 1,076 969 915 861 Warrington 1,023 1,130 1,130 1,184 1,399 1,507 1,560 1,560 1,560 St Helens 753 807 914 969 1,076 1,076 1,076 1,076 1,076 Wigan 753 753 753 753 807 915 915 969 969

e

4.40

s a

Source: Focus Town Centre Reports, October 2004 based on Colliers CRE’s opinion of open market ZonA rents

It can be seen that Zone A rents in St Helens have increased steadily between June

1996 and June 2000 increasing from £753/ sq m to £1,076/ sq m. This indicate

33

strengthening of the perceived trading prospects of the centre. Since this time,

levels have remained static reflecting the relatively stable position in terms of the

town centre.

Rental levels in St Helens at June 2004 are higher than Southport and Wigan, but

lower than Manchester, Liverpoo

rental

4.41

l and Warrington.

likely

sessment of the risk attached to investing in a

particular centre; the higher the yield, the greater the risk involved in investment.

es to asses the

comparative attractiveness of different shopping centres. Many considerations

will r rticu ng: the

dition of the building; the ential for renta th; the certainty of

se arrangement; and the ge of uses to w uilding can be put.

4.43 n Office Property Marke nuary 2004) indicates that yields in

around the 7.0% mark since October 1994, indicating

centre. These figures are comparable to those

ort. In 2004 yields were comparable with

St Helens lies between the regional cities of Liverpool and Manchester, to the west of

l

ol to Manchester,

is located 8.5km to the south of St Helens town centre. In the north of the Borough,

to the M6 corridor. The M6

east of St Helens town centre, and

the M57 runs beyond the Borough boundary to the west, some 8km from St Helens

town centre.

4.45 nal roa w r p s th atio

system e r t li

ol to Man ter; A57 hic n centre with the M

Liverpool with the M6 and Ashton-in-Makerfield.

4.42 A ‘yield’ represents the relationship between the rental income that a property is

to command and it capital value, expressed as a percentage. Town centre yields

broadly represent the market’s as

Yields provide a simple bench mark which the property market us

determine the yield an investor equire for a pa lar property, includi

physical con pot l grow

income; lea ran hich the b

The Valuatio t Report (Ja

St Helens have remained

consistent investor confidence in the

highlighted in the Council’s 2002/03 rep

those at Southport and Wigan and higher than in Manchester (5.5%), Warrington

(6.5%) and Liverpool (5.25%).

Accessibility

4.44

the M6 Motorway. The Borough benefits from excellent access onto the nationa

road network. Junction 7 of the M62 Motorway, which links Liverpo

the M58 Motorway runs east-west, linking Sefton

Motorway runs through the Borough 13km to the

The regio d net ork of the Bo ough rovides acces onto e n nal

motorway . Th se inte connec ing routes include: the A580, which nks

Liverpo ches the 0, w h links St Helens tow 62

(south) and M58 (north); and the A57/A58, which runs through the Borough linking

34

4.46

tre shopping centres (820). Other car parks are located to the north of

North John Street and Baldwin Street. In addition, the former Safeway car park is well

tal

ng spaces.

91

ing

4.48 :

f

respondents rated the centre as being ‘good’, 23.5% rated it as ‘average’ and

ed

9%

r, 37% by bus and 12% by foot.

ar parks are the Chalon Way long stay car park, used by

15.7% of respondents, the Hardshaw Centre car park used by 14.7% of

2000 when 24% of respondents cited this response.

ntre as ‘easy’ and 31.6% rated it as

‘moderate’. None of the respondents thought that access was difficult.

The town is well served by car parks. The town’s main ‘pay and display’ car parks are

located to the south of Chalon Way (727 spaces), and within the Church Square and

Hardshaw Cen

used by shoppers. This is, however, closed following the recent take-over. In to

the town centre provides in the region of 3,000 parki

4.47 The main bus station and shoppers taxi rank are located to the north of the Hardshaw

Centre on Hall Street. The number of bus services out of the town centre is still

services. The main railway station is located 250m to the east of the town centre on

Shaw Street. All public transport facilities are well related to the main shopp

areas.

In respect of accessibility issues, the on-street visitor survey indicated the following

• In comparing the accessibility of St Helens to other shopping centres, 42% o

only 2% rated it as ‘poor’.

• 50% of shoppers had travelled into the centre by private car. The second most

popular choice of transport was the bus, used by 34.5% of respondents, follow

by walking (11.5%). This is comparable to the position in 2000, where 4

travelled to the centre by ca

• The most popular c

respondents and the North John car park used by 11.8% of respondents. In

comparing St Helens to other shopping centres, respondents rated the amount of

car parking as follows: 42% ‘good’, 20% ‘average’ and 5% ‘poor’.

• With regard to parking fees in St Helens, 24.5% of respondents rated them as

‘good’ and only 35% rated them as ‘average’. Only 2% of respondents felt that

the parking fees in St Helens were ‘poor’, which compares favourably to the

position at

• Public transport was rated as ‘good’ by the majority of respondents (45.5%). 13%

rated it as ‘average’ and 3% rated it as ‘poor’.

• 9.5% of respondents are registered disabled. Of those, 68.4% rated access to

shops and services within St Helens town ce

35

ago, with 49.5% consider that there has been no improvement.

,

the following responses were given:

•

n the town centre, with 15.5% stating that this would

lead to no change.

•

61% of respondents noted that they thought that improved lighting would improve

•

uld lead to no

change and 8.5% stating that this would make things worse.

•

hings worse.

% stating that this would lead to no

change.

•

stating

• Of the 9.5% registered disabled respondents, only 21% had used the Chalon Way

car park shop mobility scheme, of which 100% said that this improved the

accessibility of the town centre for them.

Perception and Occurrence of Crime

4.49 The on-street survey of visitors to St Helens indicated that the vast majority of visitors

(94.5%) of shoppers feel safe walking though the centre during the day (compared

with 97% in 2000). At night time, this figure reduced to 53% (compared with 41% in

2000). 50.5% of respondents stated that they felt safer in the town now than 12

months

4.50 When asked about measures that would lead to improved safety of the town centre

81.5% of respondents noted that they thought that increased police patrolling

would improve safety withi

78% of respondents noted that they thought that extra CCTV would improve

safety within the town centre, with 20% stating that this would lead to no change.

•

safety within the town centre, with 23.5% stating that this would lead to no

change.

32.5% of respondents noted that they thought that fewer pubs/ clubs etc would

improve safety within the town centre, with 43% stating that this wo

15% of respondents noted that they thought that more people living in the town

centre would improve safety within the town centre, with 44.5% stating that this

would lead to no change and 15% stating that this would make t

• 49.5% of respondents noted that they thought that more secure car parks would

improve safety within the town centre, with 34

Only 3% of respondents noted that they thought that the removal of shrubs and

street furniture would improve safety within the town centre, with 59.5%

36

that this would lead to no change and 20% noting that there removal would

4.51 When improve safety within the town centre,

87% responded ‘no’ and 13% responded ‘yes’. Of those who said yes, reference was

m

•

•

•

•

•

• Removal of random shopping trolleys (2%)

•

Customer Views and Behaviour

4.52 The

shopp he town centre:

and grocery shopping (24%), work/ school or college (13%), and bank/ building

• 20.5% of respondents would combine a trip to the town centre with a visit to either

• s

within St Helens is good, with 45% noting that they were average and 4% noting

worsen the safety.

asked whether any other measure would

ade to the following measures:

Improved walkways and footpaths (8%)

Pubs closing earlier (3%)

Additional handrails (2%)

Fewer youngsters on the streets (3%)

More pedestrian crossings (2%)

Improved road signs (2%)

on-street survey indicated the following in respect of shopping habits and

ers’ perceptions of t

• The most popular reason cited by shopper as being their main purpose for visiting

St Helens town centre was clothes and shoe shopping (27%), followed by food

society or post office (10%). 69.6% of respondents noted that they would not

carry out any other activity in addition to the main activity in the centre on that

day.

• Most shoppers visit the town centre on a regular basis, with 46% of respondents

visiting once a week or more.

the Ravenhead or St Helens retail parks.

41.5% of respondents noted that the range of superstores and supermarket

that they were poor. This is comparable to the position in 2000, when 94-96% of

respondents noted that supermarket provision with St Helens was good or

average.

• 29% of respondents felt that the range of retail warehousing and retail parks

within St Helens is good, with 40% noting that they are average and 2% noting

37

that they are poor. This position has improved since 2000, when 13% of

shoppers noted that provision was poor.

This position has improved since 2000 when just 79-

81% of respondents noted that provision was either good or average and 18%

ted that the market in St Helen is good, with 34% noting

is poor.

t Helens is average (27%) with 20.5%

1.5% noting that it is poor. Looking specifically at the

theatre and cinema provision in St Helens, 33% of respondents noted that it is

is good and 1% noted that it is poor. This position

has improved considerably since 2000, when 71% felt that theatre and cinema

• When asked which measures would encourage respondents to visit St Helens

Env

4.53 is clear that a lot of investment has taken place within St Helens town centre. There

lan provided throughout.

4.54

env nce of graffiti and litter.

4.55

goo

of t

sai

wa

• Overall, the quality of shops within St Helens town centre were ranked by

respondents as good (57.5%), with 35% noting that they were average and 3%

noting that they were poor.

stated that this was poor.

• 29.5% of respondents no

that it is average and 2% noting that it

• Most respondents felt that the nightlife in S

noting it to be good and

average, 24.5% noted that it

provision in St Helens was poor.

town centre more frequently, the following responses were given: more high

street shops (19.5%), improved street cleaning (15%), more department stores

(7%), more quality clothes shops (6.5%) and more street furniture/ seating (5%).

ironmental Quality

It

is new street paving throughout the pedestrianised areas. In addition, soft

dscaping and street furniture is

The centre is clean and inviting, with the pedestrianised streets providing a safe

ironment for shoppers. There is little evide

The on-street shoppers’ survey has identified the shopping environment as being

d (47%) to average (46.5%) and 1% noting that it is poor. Shoppers’ perceptions

he shopping environment have improved since 2000 where 40-51% of shoppers

d that it was good, 40-41% stated that it was average, and 8-15% stated that it

s poor.

38

Co

4.56 From the above analysis, the following strengths can be attributed to St Helens town

•

• A strong convenience and comparison sector, both of which are above national

• A good choice of shops, with an above average representation by national

•

• king representation within the town and a

strong requirement from existing retailers to relocate, extend or refurbish

•

• An attractive shopping environment which has seen recent investment.

.57 Against these strengths, the following weaknesses have been identified:

within

at

nd

t

4.58 Helens is considered to be a vital and viable town centre, which has

shown signs of improvement since the previous Health Checks undertaken in 2001.

nclusions on Vitality and Viability

centre:

A broad diversity of uses, including a number of cultural attractions, tourist

attractions, civic, community and educational uses;

average levels;

multiple retailers, including a large number of ‘key attractors’, in addition to a

diverse range of independent retailers;

A below average vacancy rate;

A healthy demand from retailers see

premises;

A good accessibility by car and other forms of transport; and

4

• A growing service sector, albeit from a below average base, especially

food and drink sectors;

• A fear of crime within only 53% of visitors feel safe in St Helens town centre

night in the town centre (although this has improved since 2000); a

• Shoppers identified a need for more high street shops (particularly departmen

stores and clothing shops), improved street cleaning, and more street furniture in

order to make them shop within the town centre more frequently.

Overall, St

39

E

G .59 Earlestown lies to the south of the A572, some 6km to the north of Warrington and a

simila ea

that in

4.60 T m

Stree il frontages extend to the south and east along Earle Street and

King Street, and to the north and west along Haydock Street and the Market Place.

M e

Diver

4.61 T e ion of Earlestown town centre at 1999 in terms

of outlet numbers and compares this to the national average:

T ble 4.10: Co

ARLESTOWN TOWN CENTRE

eneral Description of Earlestown Town Centre

4

r distance to the east of St Helens. The town forms part of a larger urban ar

cludes Newton-le-Willows and Wargrave.

he ain shopping area is focused along Market Street, Bridge Street and Stanley

t. Secondary reta

ark t Street is pedestrianised between Bridge Street and Oxford Street.

sity of Uses

abl 4.8 illustrates the retail composit

a mposition of Earlestown Town Centre, 2004

Source: Experian

.62 As can be seen, both the convenience and comparison sectors are performing below

th a

8.9% tlets, whereas the national average is 9.3%. Despite

this, the convenience sector is well represented for a town of its size having three

fo s

repres low the

national average of 48%.

4.63 The s

propo

R

.64 The majority of units within Earlestown town centre are independents, although there is

a modest representation from regional and national multiples including Boots the

Sector No. of Outlets

% of Outlets Floorspace (sq. m)

% of Floorspace

Earlestown GB Earlestown GB Conv 34.2 16.9 enience 11 8.9 9.3 6,922 Comp 25.2 53.1 arison 40 32.5 48.0 5,111 Service 55 44.7 31.1 6,100 30.1 20.7 M e 1.4 isc llaneous 3 2.4 1.4 377 1.9V a 7.9 ac nt 14 11.4 10.3 1,758 8.7

Goad (2004)

TOTAL 123 100 20,268 100

4

e n tional average in terms of the number of outlets. Convenience units represent

of the total number of ou

od tores: Tesco (previously Safeway), Somerfield, and Netto. Comparison units

ent some 32.5% of the total number of outlets, which is significantly be

ervice sector (44.7%) is above the national average of 31.1%, reflecting the high

rtion of takeaways and hairdressers within the centre.

etailer Representation

4

40

Chemist, Woolworths, Savers, Shoe Fayre, and Max Speilman which are focused

along the pedestrianised area of Market Street.

.65 A number of high street banks and building societies are also represented in the town

4.66 n centre and this clearly acts as the

main attractor for shoppers.

4.67 to alter their

businesses within the next year. Of those who were looking to make changes, 3.0%

e looking to relocate within the town centre, 9.1% noted that they

were looking to relocate out-of-centre, 6.1% were looking to extend floorspace, 15.2%

s to their business.

.68 T rlestown were trading

m ely (40.6%). 28.1% of resp hat th ell

they were trading ju tha were tra very w

.69 In terms of the performance of bu es, th ey revealed that the ma

b declined over the last 5 years %), 33.3% had stayed the same,

and 6.1% had improv

e

or

town

rom

Retailer Requirements

4.71 ses seeking representation

in Earlestown.

4

including Barclays, Halifax and Nat West.

A large market is situated in the centre of the tow

Intentions to Change Representation

The business survey of Earlestown found that 33.4% of retailers had plans

noted that they wer

were looking to refurbish existing floorspace, and 9.1% noted that they were looking to

close. 45.5% noted that they had no intentions to make change

4 he business survey also indicated that most retailers in Ea

oderat ondents felt t ey were trading w

d ng

, 25% felt that

poorly and st 6.3% felt t they i ell.

4 siness e surv jority of

usinesses had (36.4

e.

4.70 The main threats to the continued success of businesses in Earlestown are noted to b

a lack of day/ tourist visitors (14.9%), competition from other town centres and po

town centre shopping environment (13.5%), high rents and overheads (12.1%),

inadequate customer car parking and competition from other traders in Earles

(10.6%), poor security (9.2%), inadequacies of current pitches and competition f

other town centres (3.5%) and poor location of premises (2.1%).

The focus database does not contain any records of busines

41

Street Level Vacancies .72 There are currently 14 vacant units in Earlestown. This represents 11.4% of the total

.73 Although vacancies in Earlestown are distributed throughout the centre, there are a

t Street. This is clearly a deficiency of the town.

Furthermore, some of the vacant units, particularly the vacant cinema on Railway

are in a bad state of repair.

4.74

ar

e Tesco

and Netto developments also have large car parks, which are used by visitors to the

4.76 accessible by public transport. It has a railway station on

Railway Street, providing links to Liverpool and Manchester and a bus station on Legh

4.77

.78 In respect of accessibility issues, the on-street visitor survey indicated the following:

• In comparing the accessibility of Earlestown town centre to other shopping

and only 4% rated it as ‘poor’.

• Public transport was rated as ‘average’ by the majority of respondents (76%), with

20% rating it as ‘good’.

4

number of outlets, which is above the national average (10.3%).

4

surprisingly high number of vacant units within the prime pitches, particularly along the

pedestrianised area of Marke

Street and a vacant unit on Earle Street,

Accessibility

Earlestown lies some 6km to the north of Warrington and a similar distance to the east

of St Helens. It is easily accessible via the A579 and A49 and is located in close

proximity to junction 23 of the M6. A one-way system operates within the centre, with

some roads being accessible by buses and cycles only.

4.75 The town is well served by car parks. There are two free surface-level shoppers’ c

parks at St Johns Street and Fairclough Street. In addition to this there are numerous

on-street spaces throughout the centre, which are popular with shoppers. Th

town centre.

Earlestown is also highly

Street providing linkages between the town centre and its hinterland. Both are well

related to the main shopping streets, being located on the edge of the town centre.

Access on foot is aided by the pedestrianisation of part of Market Street and some

traffic claming throughout the rest of the centre.

4

centres, 8% of respondents rated the centre as being ‘good’, 68% rated it as

‘average’

42

• 96% of shoppers had travelled into the centre by bus. This is almost too high to

be believable, especially given that this survey did not pick up any respondents

in

centre it is likely that

this would still apply.

.79 The on-street survey of visitors to Earlestown town centre indicated that the vast

sitors (82%) of shoppers feel safe walking though the centre during the

day. However, at night time this figure reduced to 42%, with 58% of respondents

en no

.80 When asked about measures that would lead to improved safety of the town centre,

g

• 96% of respondents noted that they thought that extra CCTV would improve

ve

e.

ould

66% stating that this would lead to no

change and 20% stating that this would make things worse.

• 60% of respondents noted more people living in the town centre would not lead to

62% of respondents noted that more secure car parks would not lead to improved

66% of respondents noted that the removal of shrubs and street furniture would

arriving at the centre on foot. Indeed, the 2000 survey found 37% to arrive

Earlestown by foot and from recent observations of the town

• All of those surveyed who drove to Earlestown were found to park on the street.

Perception and Occurrence of Crime

4

majority of vi

saying that they would actually feel unsafe. 14% of respondents stated that they felt

safer in the town now than 12 months ago, with 86% consider that there has be

improvement.

4

the following responses were given:

• 100% of respondents noted that they thought that increased police patrollin

would improve safety within the town centre.

safety within the town centre, with 4% stating that this would lead to no change.

• 34% of respondents noted that they thought that improved lighting would impro

safety within the town centre, with 66% stating that this would lead to no chang

• 14% of respondents noted that they thought that fewer pubs/ clubs etc w

improve safety within the town centre, with

improved safety within the town centre and 40% noted that this would make

things worse.

•

safety within the town centre, with 6% stating that this would improve safety.

•

43

not lead to improved safety within the town centre.

ved walkways and footpaths were identified as the only other measure for

ving safety.

4.81 Impro

impro

Customer Views and Behaviour

.82 The on-street survey indicated the following in respect of shopping habits and

s

•

• Most shoppers visit the town centre on a regular basis, with 42% of respondents

• 94% of respondents considered the non-food shops in Earlestown to be ‘average’.

3

4

• T

r y

shops to be ‘average’, with 31% rating the centre as ‘good’.

• In

nsidered provision to be ‘average’, with 12% considering this to be ‘poor’. In

2

‘a

• he market in Earlestown is well thought of with 96% of respondents ranking it as

‘g

• 3 ents noted the nightlife in Earlestown to be ‘average’, with 10%

nking it as ‘poor’ and 56% stating that they ‘don’t know’. In 2000, 79% considered

th

• When asked whether there are any measures that would encourage the

r

4

hoppers’ perceptions of the town centre:

Given that the surveys were carried out on two market days (Friday and Saturday),

if was unsurprising to find that 100% of respondents cited the market as being their

main purpose for visiting Earlestown town centre. Of those 45% noted that they

carried out ‘no other activities’ during their visit and 5% noted that they also

undertook ‘social and leisure activities’ as part of the trip.

visiting once a week or more.

1% of shoppers considered the range of non-food shops to be ‘poor’ in 2000, with

2% considering them to be ‘average’.

he quality of shops within Earlestown was noted to be ‘average’ by 96% of

espondents. The 2000 survey identified that 52% of respondents found the qualit

of

terms of foodstores, the survey has identified that 88% of respondents

co

000, 75% had considered provision to be ‘good’, with 19% considering it to be

verage’.

T

ood’ and the remaining 4% ranking it as ‘average’.

4% of respond

ra

is to be ‘poor’ and 14% felt that this was ‘average’.

espondent to visit the town centre more, 28% cited ‘cheaper public transport’, 10%

44

c blic transport’ and 6% cited

‘more high street shops’.

ality

4.83 tment in the environmental quality of Earlestown,

including the pedestrianisation of part of Market Street and the provision of street

ces. In

re are in a bad state of repair, having

been vacant for some time, and these appear to have become hot-spots for vandalism

4.84 The

sho

Conclusions on Vitality and Viability

4.85 Fro ing strengths can be attributed to Earlestown town

centre:

•

• A proportion of retailers looking to invest in their businesses including relocation

ises;

• A good accessibility by car and other forms of transport.

4.86 Aga

• rage convenience and comparison sector, both of which have declined

since the 1999 survey.

•

• n;

ularly

ited ‘more pedestrianisation’, 8% cited ‘increased pu

Environmental Qu

There has clearly been some inves

furniture. However, despite this, the centre does appear to be quite tired in pla

particular, some of the vacant units within the cent

and the accumulation of litter.

environmental quality of Earlestown was noted to be ‘average’ by 64% of

ppers, with just 24% noting it to be ‘good’ and 6% noting it is ‘poor’.

m the above analysis, the follow

An above average level of service units;

within the town centre, extension to floorspace and the refurbishment of prem

and

inst these strengths, the following weaknesses have been identified:

A below ave

An above average vacancy rate;

• A limited representation within the town from national and regional multiples;

A lack of retailers seeking representation within the tow

• The environmental quality of the town centre is poor in some areas, partic

around some of the long standing vacant units;

45

• 58% of visitors saying that they would actually feel

unsafe in Earlestown town centre at night time.

.87 Overall, Earlestown is considered to be of limited vitality and viability and appears to

A fear of crime within only

4

have declined since the 2000 surveys.

46

5 ORIGINAL MARKET RESEARCH

In

’s

g shopping patterns that exist within it and to

compare this with the results of the 2001 study to analyse whether there has been

any significant changes since that period. One of the most accurate ways of

understanding where people shop and why they visit particular centres/retail facilities

is through original market research. As highlighted within our overall methodology in

Section 1, the original market research undertaken as part of this study involved the

completion of three separate yet inter-related surveys. They include:

• A household telephone survey – which interviewed 1,000 households within

the defined catchment (Appendix C);

• A town centre shopper survey – which interviewed 200 shoppers within the

centre of St Helens and 50 in Earlestown over three days including a Saturday

(the results are summarised in section 4) (Appendix D); and

• A town centre traders’ survey which was distributed to over 600 St Helens town

centre (Appendix G) premises and a further 156 to premises in Earlestown

(Appendix H).

5.02 Key findings from each of the surveys have been highlighted below:

Household Telephone Survey

5.03 In September 2004 a survey of 1,000 households was undertaken within the defined

catchment set out in Section 6. The catchment defined is the same as the previous

catchment which was adopted for the September 2000 household survey which was

completed by MVM Planning. Although the sample achieved in the September 2000

survey was 750 households, it is possible to compare and contrast the results

collected as the defined catchment mirrors the post codes previously adopted. The

extent of the household survey catchment is shown below in Figure 5.1.

troduction 5.01 A key element of our study was to obtain a detailed understanding of St Helen

potential catchment and the surroundin

47

Catchment Area Figure 5.1: The Defined

5.04 On thi 00 and 2005 to

patter

ain Food Shopping Patterns

s basis, this study has reviewed both the results gathered in 20

examine (where possible) potential changes in market shares and shifts in shopping

ns have occurred.

M

5.05 hen reviewing the results of where people undertake their main food shopping it is

he Borough of St Helens have witnessed a

reduction in their overall market share. Since September 2000 the overall market

W

evident that convenience stores within t

share for St Helens has fallen from 40% to just under 33%. The comparisons within

each of the seven zones are set out below.

Table 5.1: Main Food Market Share Analysis – 2000 and 2005

Year Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Total

2000 95% 45% 70% 12% 8% 29% 81% 40%

2005 93% 29% 60% 4% 5% 15% 59% 33%

5.06 s can be seen from the table above, the market share within Zone 1 which

represents St Helens Central Area has remained fairly static. However, the market

share within Zone 2 which represents the geographical area between the North East

of St Helens and the South West of Wigan has fallen to just under one third.

ignificant factors influencing this reduction primarily relate to the strengthening of

provision within Wigan.

A

S

48

5.07 r example the Asda at Soho Street in Wigan (which has recently been significantly

tended) has improved its market share within Zone 2 from 5% in 2000 to 12% in

een significantly extended has improved its

share from 5% to 6% in 2004. This increase in market share achieved by facilities

within Wigan has resulted in the sixteen percentage point drop that has been

recorded in Zone 2 over the past four years.

5.08 The same is also the case for Zones 6 and 7 where the strengthening of provision

elsewhere has result in a loss of market share. For example, at the time the previous

survey was undertaken in September 2000, the Tesco store at Cables Retail Park in

Prescot had just opened. Therefore, the store’s market share in the previous study

was very low. Since then the store is now successfully trading and has been

subsequently extended to become a Tesco Extra format. Four years on the Store has

increased its market share in Zone 6 from 12% to 30% and 1% to 13% in Zone 7.

Unsurprisingly, this has had a dramatic impact upon the market share achieved by

stores in St Helens particularly along the western fringe of the Borough.

e overall market share achieved.

5.10 t has occurred within St Helens since the previous

survey was undertaken has been the redevelopment of the former Morrisons at

gh.

5.11 ny significant gains

in market sh th the Asda store at Kirkla

existing Morri market sha

(St Helens Central ce th ng of the Morrisons store at Baxters

Lane the market sh r Asda and the ry Road Morrisons has fallen to 34%.

The actual market share for Asda in Zone 1 has fallen from 25% to 16% whereas the

halved

5.12

04. In fact the two most popular stores for main food

Fo

ex

2004. The Asda in Leigh which has also b

5.09 The market shares achieved within Zones 4 & 5 have also fallen slightly albeit from a

low base. Clearly the strengthening of provision within both Warrington and Widnes

will have impacted upon th

The only significant change tha

Baxters Lane. The new store opened in October 2002 and has established a strong

trading position since then. For example, within Zone 1 the market share of the

previous stores was just 1%. The new store has now recorded a market share of

36% within the same zone. Overall the store is now the most popular main food

shopping destination within the whole of the Borou

However, the success of the Morrisons stores has not resulted in a

are. For exam

sons at Boun

ple, in 2000 b

dary Ro

o

ad had a combi

nd Street and

re of 59% in Zone 1

the

ned

). However, sin e openi

are fo Bounda

market share achieved by the Morrisons at Boundary Road has almost been

falling from 34% to 18%.

However, when you examine the market share of the two Morrisons stores it is

evident that Morrisons market share within St Helens (Zone 1) has increased from

35% in 2000 to 54% in 20

49

shopping within St Helens are both the Morrisons stores. This is an important fact

when considering the trade that has been lost to improved Tesco and Asda stores

outside the Borough.

In 2000, the most popular store was the Asda just ahead of the Morrisons at

Boundary Road. The evidence now gathered

5.13

demonstrates that Asda’s market share

has fallen from 25% to 16% and Safeway from 9% to 5%. In fact the demise of the

isons

Safeway brand has seen a significant fall in the stores overall market share. Within

the whole catchment, the market share of the store at Chalon Way has been halved

from 6% to 3%. (It must be noted that at the time of the household survey both

Safeway stores in St Helens and Earlestown were still trading under the Safeway brand despite the imminent change to Tesco following the Morr

take-over)

Top Up Food Shopping

.14 When asked if people undertake top-up shopping between their main food shop, over

.15 In terms of top-up shopping trips, it would appear that the overall market share

is

nient

p

elsewhere most notably

Prescot, Wigan and Warrington. However, more people are undertaking top-up

5

63% confirmed that they did visit convenience facilities during their between main

food shopping visits.

5

achieved by facilities within the Borough of St Helens has also declined slightly. Th

is not surprising given that fact the majority of people tend to use the most conve

facilities for top-up shopping rather than travel further distances where there may be

greater choice or a preferred brand. In fact the market shares achieved for top-u

shopping would appear to reflect the market share now achieved for main food

shopping. This suggests that less people are travelling into the Borough to undertake

main food shopping due to the improvements in facilities

shopping in Zone 1 (St Helens Central).

Table 5.2: Top-up Market Share Analysis – 2000 and 2005

Year Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Total

2000 66% 54% 85% 0% 3% 23% 68% 35%

2005 79% 35% 50% 6% 1% 23% 27% 31%

5.16 or top-up shopping include both the major supermarkets

and important stores such as the Kwik Save at Four Acre Lane, the Co-op in the

The most popular stores f

Hardshaw Centre and the Lidl at King Street.

50

Non-food (Non Bulky) Shopping

When asked where people

5.17 went to undertake their main shopping trips for clothes,

shoes, small household items, etc it was evident that facilities within St Helens Town

Centre have witnessed a slight reduction in their overall market share. Since

September 2000, the overall market share for St Helens Town Centre has fallen from

29.6% to 27.0%. The comparisons with each of the seven zones are set out below.

Table 5.4: St Helens Non Bulky Goods Market Share Analysis – 2000 and 2005

Year Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Total

2000 69% 25% 46% 3% 13% 34% 48% 29.6%

2005 69% 23% 37% 12% 10% 24% 36% 27.0%

2005

out-of-

72% 24% 37% 12% 13% 25% 38% 28.5%(including

centre) Focus Market Research 2004.

5.18 As can be seen from the table above, the market share within Zones 1, 2, and 5

sed

rsey

such as M&S, Next, Next Home, Boots,

tc benefiting from free parking. There is also evidence of leakage from this Zone to

pear that the slight

development ng t

New Mersey Retail Park.

.19 However, there is also evidence of shopping patterns moving from the town centre to

to

overall market share for ‘non-bulky’

facilities in St Helens has still reduced slightly since 2000.

which represent St Helens Central, Billinge and the rural area to the south east of St

Helens, all appear to have remained relatively static. However, the market share in

Zones 3 and 6 have fallen most significantly since 2000. Zone 3 which represents the

area around Newton Le Willows has witnessed increase leakage to the Trafford

Centre (which has increased its market share from 2% in 2000 to 12.5% in 2004.

Warrington has also strengthened its market share although this has only increa

from 22% to 25% in this zone. Within Zone 6, which is the area on the fringe of the

Liverpool conurbation, it is evident that there has been a slight strengthening of the

market share of Liverpool as well as non-bulky shopping visits to Speke (New Me

Retail Park) which includes major operators

e

the Trafford Centre although this is only 3%. On this it would ap

redu s Town Centre’s m as oction in St Helen

s outside the

arket sha

cludi

re h

he Trafford Ce

ccurred a

ntre,

s a result of major

Liverpool acatchment in nd the

5

existing ‘non-bulky’ out of centre facilities in St Helens primarily at St Helens Retail

Park (including Matalan). However, even if we include the market share attributed

such facilities out-of-centre, it is evident that the

51

Bulky Goods Shopping

it

to

f the seven zones are set out below:

Table 5.3: B d e C a e s n

5.20 When reviewing the results of where people undertake their ‘bulky goods’ shopping

is evident that the market share has improved significantly since September 2000. As

outlined below, the overall market share for St Helens has increased from 29%

36%. This increase is not surprising given the level of new facilities that have since

been developed, particularly at Ravenhead Retail Park. The comparisons within each

o

ulky Goo s (includ s Town entre) M rket Shar Analysi – 2000 a d 2005

Year Zone 1 Zone 2 Zone 3 Zone 4 Zone 5 Zone 6 Zone 7 Total

2000 75% 26% 53% 2% 1% 34% 51% 28.8%

2005 87% 37% 45% 11% 14% 36% 47% 36.0%F rket Research 2004.

5.21 A en from Table 5.3 above, the market share in all but two zones (Zones 3

an s increased from 2000.

d to

ular

5.23

5.24

in Warrington (18%). In addition 11% of the

respondents visited facilities at St Helens Retail Park. The results found that 52% of

5.25

r, this is significantly above

the food shopping (63%). 15% used local bus services.

ocus Ma

s can be se

d 7) ha

5.22 The introduction of Ravenhead Retail Park (including the B&Q warehouse) has le

the increase market share in 5 out of the seven zones. On closer scrutiny of the

results, St Helens Retail Park was also a popular destination when purchasing

furniture and carpets with over 20% of the wider catchments population visiting the

Retail Park for such goods. Gemini Park in Warrington was the second most pop

main destination with 7.5% (which include Ikea).

For electrical items, the survey found that St Helens Retail park was again the most

popular (15.1%) destination in the catchment. St Helens town centre was the second

most popular (14.3%) destination, followed by Albans Retail Park in Warrington

(7.95).

In terms of DIY goods, the household survey found that the most popular destination

was Ravenhead Retail Park (which includes the B&Q Warehouse) with 21.5% of

respondents shopping at its facilities. The second most popular destination was the

B&Q Warehouse at Delph Lane

the respondents actually visited B&Q facilities in and around the catchment,

demonstrating the strong branding of the operator in the area.

In terms of modes of transport when undertaking non-food shopping trips,

approximately 74% of people travelled by private motor ca

52

se of Leisure FacilitiesU

5.26

5.27 f the 41% who use sport and fitness facilities, most (25%) visit facilities within

5.28 When undertaking entertai t acti 8% vis faciliti ithin St Helens

B with other popula inatio cludin rring 2%), ool (

acilities in Liverpool and a further 10% visiting

Wigan.

5.30

nt by

The most popular leisure activities identified by respondents within the defined

catchment was entertainment (69%) (including visiting the cinema, theatre and

restaurants), nightlife (48%) (including pubs, bars and nightclubs) and 41% of

respondents visited sports and leisure (41%) facilities.

O

Warrington, whereas 24% use facilities with St Helens.

nmen vity, 2 ited es w

orough r dest ns in g Wa ton (2 Liverp 19%)

and Wigan (8%).

5.29 24% of people using pubs, bars and nightclubs did so in St Helens Borough, with 18%

visiting Warrington, 13% travel to f

Interestingly when people where asked what improvements could be made to St

Helens town centre, new improved leisure facilities were not considered significa

respondents.

Internet Shopping

5.32 respondents using the internet for shopping purposes, most (32%)

respondents stated that they spent less than £10 per month on goods with 22%

5.33 mportant

portant to consider

the views of businesses which contribute significantly to the town centre’s economy

ers, White

nse of 6% and 21% was

5.31 When asked if people used the internet or TV Shopping, 20% said yes with the

remaining 80% said no.

Of those

stating that they spent over £51 per month. The remaining 45% spend between £11

and £50 per month.

Business Survey

Whilst both the Household Survey and On Street Survey provided i

information on peoples shopping habits and likes, dislikes, it is im

and future performance. In order to canvas views of the town centre trad

Young Green distributed a postal questionnaire to over 600 businesses within St

Helens and 156 in Earlestown town centres. A respo

53

achieved respectively. The low response rate in St Helens could be explained by the

s were distributed before the Christmas period, which is the

est time in the town centre’s business calendar.

5.34 in St

year.

been established for over 5

years and only 3% of businesses had been trading for less than a year.

5.35 n Centre, the most positive

response related to the foodstore provision which 45% of all business identified as

nsport

fied by 80% of businesses, security/CCTV (40%) and cleanliness

(38.5%).

5.36 itive

e related again to the strength of the foodstore provision with 61% of all

business identifying it as being good, other notable positive responses related to price

4%).

isure facilities which was identified by 86% of all businesses, lack of

organised event (78%), cleanliness (78%) and the state of the shopping environment

opular

s: new and improved public toilets (92%), an increase to the

choice and range of shops (78%). 73% sought greater promotion and marketing of

5.38

t a new large foodstore would be harmful to the town centre

compared to 31% who thought it would improve the centre and 24% felt that new

nt facilities would be harmful again compared to 51% who thought

it would improve the centre. A further 24% felt that more restaurants/cafes would

5.39

fact that the questionnaire

busi

Of those who responded, over 80% of the businesses had been established

Helens for over 5 years, with only 5% having been established for less than one

In contrast only 41% of businesses in Earlestown had

When asked about certain aspects of St Helens Tow

being good, closely followed by security/CCTV (43%) and access to public tra

(30%). The issues that the traders felt were poor related to lack of public toilets,

which were identi

The same question was asked to businesses in Earlestown, where the most pos

respons

of car parking pricing (51%), access to public transport (34%) and security (3

The issues that Earlestown traders felt were poor related to lack of

entertainment/le

(77%).

5.37 When asked what measures would improve St Helens town centre, the most p

response were as follow

the town centre, more car parking (66%) and a new department store (62%).

Conversely, when asked about what measures they consider would harm the town

centre, 28% felt tha

leisure/entertainme

harm the town centre, compared to 55% who thought it would improve the centre.

Businesses in Earlestown also identified a number of measures to improve the town

centre, these were namely: an increase in the choice and range of shops (100%),

greater promotion/marketing of centre (100%), new and improved public toilets (91%)

and improvements to personal safety (87%).

54

5.40

whilst only 2% thought it would

improve. In addition 33% of businesses felt that more national multiples would harm

5.41

ng that there

were too many non-retail uses. In contrast only 27% of traders in Earlestown felt that

5.42

of the current car parking (16%) and the lack of day/tourist visitors to the

St Helens town centre (16%). These were followed by high rents and overheads

5.43

5.44 sked about the future plans for their business, 35% of St Helens businesses

stated that they would be refurbishing, extending or relocating to premises within the

oment

compared to only 8% who felt that they were trading poorly.

5.45

5.46

6%

of respondents considering refurbishment, extending or relocating to premises in the

When asked about what would harm the Earlestown town centre, 56% of businesses

felt that a new foodstore would harm the town centre,

the town centre compared to 35% who thought it would improve the town centre.

When asked about the balance of retail and non-retail uses, the majority of St Helens

traders (62%) felt that at present the balance was good, with 30% stati

current balance was good, instead, 42% of traders thought there were too many non-

retail uses, 30% felt that there were not enough non retail uses.

When asked about what were the main issues constraining current trading

performance in St Helens, the two most popular constraints identified were the

inadequacy

identified by 15.5% of all businesses.

Similarly 15% of businesses in Earlestown also stated that the lack of visitors/tourists

constrained their current performance. The poor quality shopping environment was

also identified by 13.5% of the respondents. Respondents (13.5%) also identified

competition as one of their main concerns to their future performance.

When a

town centre over the next 5 years. This would appear to show positive signs about

the future trading patterns in St Helens and that businesses are willing to invest and

expand in the centre. In fact this was supported by responses to current trading

performance where 51% felt that they were trading well or very well at the m

More importantly, 52% of St Helens businesses said that their performance had

improved over the last 5 years, with 27% suggesting that it had declined.

The results for Earlestown were slightly less optimistic, where 18% of businesses

stated that would either close of relocate to another centre in the next five years. 3

town centre. This reduced optimism was supported by the fact that only 34% of

businesses felt that they were trading well or very well at the moment with 25%

stating that they were trading poorly.

55

Summary

5.47

r St

Helens and Earlestown.

5.48

y. However, in terms

of Earlestown it would appear that traders and shoppers believe the centre is showing

Despite the three different forms of survey research that have been utilised for this

study, it is evident that there are a series of clear and consistent messages which

must be taken on board as part of the development of a future retail strategy fo

The survey research would appear to confirm the conclusions reached in the health

check in Chapter 4 of this report. It would appear that both shoppers and traders

alike believe that St Helens is an attractive and vibrant town centre which, despite

certain weaknesses, demonstrates significant vitality and viabilit

signs of vulnerability in terms of its vitality and viability, where a number of

weaknesses may need to be addressed.

56

6 N AND EXPENDITURE

6.01

ons. However, for such an approach, the definition of a

centre’s true catchment or sphere of influence is very difficult to accurately assess

6.02

consumer preferences in relation to where

people live and shop. This enables analysis of a particular area, which helps to

evaluate the actual draw of major centres and how they impact upon the market share

of smaller centres. Therefore, the threat of competing centres (and out-of-centre

development) can be highlighted more easily.

6.03 Therefore, the use of specifically commissioned survey research is fundamental in

informing a study that will effectively identify the likely capacity for future floorspace

within St Helens Town Centre.

Catchment Definition 6.04 In defining the catchment area for this study, it is important to consider the nature of

convenience and comparison shopping trips. Trips made to food stores are generally

undertaken within a limited distance whereas comparison goods may involve longer

trips to access a broad range of products and to compare prices. Often the extent of a

centre’s catchment is determined by a combination of its current retail ‘offer’ and the

proximity of other large centres.

6.05 In this respect, Table 6.1 illustrates the distance and drive time of the main competing

centres from St Helens Town Centre.

POPULATIO Introduction

In assessing the future ‘needs’ of a particular centre, it is possible to use a ‘desk top

approach’ based on experience of similar market conditions and professional

judgement and assumpti

even when relying on local knowledge. Therefore, any future modelling of ‘need’

undertaken on this basis will rely on quite a ‘leap of faith’ and the robustness of the

results is always uncertain.

We acknowledge that there are limitations to survey research, particularly in relation

to the samples that can be achieved in a larger catchment. However, the results

provide important broad indicators as to

57

Table 6.1: Drive times between St Helens Town Centre and Nearby Competing Centres

Centre From St Helens Miles Drive time Liverpool City Centre 15.2 25 mins Manchester City Centre 24.4 35 mins Preston 26.7 35 mins Southport 19.0 31 mins Switch Island, Aintree 11.5 19 mins Trafford Centre 20.8 26 mins Warrington 10.9 17 mins Wigan 9.7 17 mins

6.06 households was undertaken within the defined

catchment set out in Section 6. The catchment is the same as the previous

s adopted as the basis of the study are St Helens

Central (1); Billinge, Bryn, Ashton-in-Makerfield (2); Earlestown/Newtown-Le-Willows

); Widnes (5); Halewood & Prescot (6) and Rural North West

(7). Table 6.2 illustrates the postal codes adopted in defining each of the seven

Source: AA Auto route (2005)

In September 2004 a survey of 1,000

catchment which was adopted for the September 2000 household survey which was

completed by MVM Planning. Although the sample achieved in the September 2000

survey was 750 households, it is possible to compare and contrast the results

collected as the defined catchment mirrors the post codes previously adopted. The

extent of the household survey catchment is shown below in Figure 6.1. The extent

of the catchment goes beyond the Borough, in order to provide evidence of shopping

patterns from surrounding sub region.

6.07 The defined catchment has been broken down in to seven survey zones, which has

enabled us to identify shopping patterns from different areas of the Borough and

wider area. The survey zone

(3); Rural South East (4

survey zones used for the study.

Table 6.2: Post Codes by Survey zone

Survey zone Post Code Sectors 1. St Helens Central WA9 2, WA9 3, WA9 3, WA10 1 , WA10 3

2. Billinge, Bryn, Ashton-in-Makerfield WA3/1, WA3/2, WA3/3, WA11/0, WA11/9, WN4/0 WN4/8,

WN4/9, WN5/7

3. Earlestown/Newton Le Willows WA12/0, WA12/8, WA12/9

4. Rural South East (Burton Wood &

Winwick)

WA2/0, WA2/7, WA2/8, WA2/9, WA5/1, WA5/2 WA5/3,

WA5/4, WA5/5

5. Widnes WA8/0, WA8/3, WA8/4 --WA8/5, WA8/6, WA8/7 WA8/8,

WA8/9

6. Halewood & Prescott

L26/0, L26/1, L26/2, L26/3, L26/4, L26/5 --L26/6

L26/7, L26/8, L26/9, L27/0, L27/2, L27/3, L27/4, L27/5,

L27/6, L27/7, L27/8, L34/1, L34/2, L34/3, L34/5, L34/6,

L35/0, L35/1, L35/2, L35/3, L35/4, L35/5, L35/6, L35/7,

L35/8, L35/9

7. Rural North West (Knowlsey & Rainford) WA10/5, WA10/6, WA11/7, WA11/8, L33/3, L33/4 -

L33/7, L34/4, L34/7, L34/8, L34/9, L39/0

58

6.08 The defined catchment area has been based on a four digit level (e.g.

of each of the vey zones is indicat catchment

s form the of the household surve aken. Also

and expenditure data is n a survey zone addition to

a whole.

.1: Adopted Catchment for St H

postal codes at

WA4/8). The extent se sur e d on the

plan below. These zone basis y undert

population provided o basis, in

the catchment area as

Figure 6 elens

6.09

g in favour of one particular zone. The previous

hold surveys within the same catchment area.

The sample achieved within each zone is illustrated in T

Table 6.3: Sample achieved by Zone

Achieved Sample

In completing the sample for the survey an equal proportion of surveys to population

were achieved in each of the survey zone. This enabled the total sample of 1,000

households to be spread across a broad area within each survey zone, thereby

avoiding any inadvertent weightin

2001 MVM study undertook 750 house

able 6.3.

Zone Achieved Sample

Population*

1. St Helens Central 160 70,455

2. Billinge, Bryn, Ashton-in-Makerfield 210 92,077

3. Earlestown/Newton Le Willows 50 21,420

4. Rural South East (Burton Wood & Winwic 220 91,948 k)

5. Widnes 130 56,111

6. Halewood & Prescott 150 60,502

7. Rural North West (Knowlsey & Rainford) 80 36,368

TOTAL 1,000 428,881 Source: Focus, 2004,

*

2001 estimates taken from Mapinfo (2004)

59

6.10 A copy of the questionnaire and the full tabulations of the St Helens Shopping Survey

a

C

6.11 T l code zone has been calculated using MapInfo

Target-Pro Base data. Mapinfo provide forecasts for each year up to 2016. These

po Output area and extend the figures from

the 2001 Census through to 2016 utilising 2002 ONS mid-year estimates. A full

explanation of the MapInfo methodology on population projections is provided in

Appendix B.

6.12 The adopted catchment area (for this study) contains a resident population of 427,180

(2005 estimate), which is set to decrease by -1.8% (or 7,631) to 419,549 by 2015.

Population is anticipated to decline relatively equally throughout each of the survey

zones. We note from Table 5.5 below that survey Zone 3 (Earlestown and Newtown-

Le-Willows) will experience the highest decline by 2015. Survey Zone 4 (Rural South

East) is the only zone that will experience an increase in the population through to

2015.

Table 6.4: Resident Population of the adopted Catchment Area, 2005-2015

re provided at Appendix C.

atchment Population

he population within each posta

pulation projections are produced at Census

2005 2010 2015 Change % (2005-2015)

Catchment Area 427,180 422,814 419,549 7,631 Source: Mapinfo TargetPro Database 2004 (2000 based)

opulation figures (derived from Mapinfo Target-Pro database) are provided for each of

e seven survey zones. For the purpose of this study we have forecast population and

xpenditure growth based on five year periods. Therefore, forecasts have been

rovided for 2005, 2010 and 2015. Table 6.5 provides a detailed breakdown

stimated/forecast population growth within each zone through to 20

6.13 P

th

e

p

e 15.

Ta 005-2015)

ble 6.5: Population by Survey Zone (2

Surv ey Zone 2005 2010 2015 Change % (2005-2015)

1 St Helens C 69,460 67,67 66,13 -4.8 entral 1 7 2M

,142 89,77 88, -2.8 Billinge, Bryn, Ashton-in- 91akerfield

8 567

3 Earlesto 21,025 20,471 20,00 -4.9 wn/Newton le Willows 3 4W ick)

96,40 98, 4.0 Rural South East (Burton 94,420 ood & Winw

3 242

5 W 55,471 54,57 53,88 -2.9 idnes 9 2 6 59,839 58,65 57, -3.8 Halewood & Prescot 3 588 7Rainf

35,259 34, -3.1 Rural North West (Knowsley & ord)

35,823 712

T 427,180 422,8 419 -1.8 otal 14 ,549 Source: Mapinfo TargetPro Database 2004 (2000 based)

60

Retail Expenditure

.14 In order to calculate convenience and comparison expenditure per head, we have

ro Base Reports (previously referred to as Illumine Reports),

6.15 the ‘goods based’ approach adopted for this study, the consumer retail

casts are derived from URPI Brief 04/02. Taking into account the

up to 2003 and then applied the forecast growth rate for the Ultra Long Term

rate of 3.7% per annum.

6.16 ng these forecasts we have pro expend stimate ach

in 2005, 2010, 2015 in line with the guidance prescribed in PPS6. T

w opul wth. T 6.6

and 6.7 provide a summary of the estimated growth in retail expenditure per capita

6

used Mapinfo Target-P

which provide detailed information on local consumer expenditure and which take into

account the socio-economic characteristics of the local resident population. For the

forecasting of this expenditure through to 2015, we have used URPI’s ‘goods based’

forecasts at 2000 prices.

In respect of

expenditure fore

time horizon of this study we have adopted URPI’s ultra long-term figures as our

basis. These growth rates have been applied to the population projection model

outlined above for each survey zone. Actual growth rates have been used for the

period 2001 to 2003. Thereafter, the forecast rates for convenience expenditure

growth are 1.1% per annum up until 2006 and then 1.2% per annum onwards. In

terms of forecast growth rates for comparison expenditure, we have applied actual

growth

Usi duced iture e s for e survey zone

he evidence

takes into account both retail expenditure gro th and p ation gro ables

within the catchment survey areas.

Table 6.6: Convenience Expenditure Estimates per Capita per Annum, 2005-2015

2005 2010 2015 1 St Helens Central £1,837 £1,948 £2,067 2 Billinge, Bryn, Ashton-in-Makerfield

£2,030 £2,152 £2,284

3 Earlestown/Newton le Willows £1,905 £2,020 £2,144 4 Rural South East (Burton

ick) £1,964 £2,082 £2,210

Wood & Winw5 Widnes £2,019 £2,141 £2,273 6 Halewood & Prescot 4 2,009 £2,132£1,89 £ 7 Rural North West (KnowRainford)

sley &

4 £2,072 £2,199 £1,95

ort (2 PI Brie

Source: Mapinfo TargetPro Base Rep 004) & UR f 04/2

61

Table 6.7: Comparison Expenditure Estimates per Capita per Annum, 2005-2015

2005 2010 2015 1 St Helens Central £2,794 £3,350 £4,018 2 Billinge, Bryn, Ashton-in-Makerfield

£3,257 £3,906 £4,684

3 Earlestown/Newton le Willows £3,030 £3,768 £4,357 4 Rural South East (Burton Wood & Winwick)

£3,180 £3,955 £4,573

5 Widnes £3,181 £3,956 £4,575 6 Halewood & Prescot £3,015 £3,749 £4,335 7 Rural North West (Knowsley & Rainford)

£3,124 £3,885 £4,493

Source: Mapinfo TargetPro Base Report (2004) & URPI Brief 04/2

6.17

6.18

oods expenditure (2005 estimate at 2000 prices). By 2015,

this expenditure is estimated to be £920.7m, an increase of some £87.3m (or 10%)

As can be seen from the figures outlined in Table 6.6, it is anticipated that expenditure

per capita on convenience goods will increase slightly between 2005 and 2015

compared to considerable growth in comparison goods expenditure highlighted in

Table 6.7.

Convenience Goods Expenditure

It is estimated that the resident population within the wider catchment generates

£833.4m of convenience g

from 2005.

Main Food Shopping and ‘Top-up’ Shopping

As part of the overall survey, res

6.19 pondents were specifically asked questions in

relation to the proportion of money they spend on their main food shopping and ‘top-

nience

expenditure is being spent on a main shop, with the remaining 2 ent on

‘ hese findings are with the c ly held as n that

75% of total conveni ent on main food shopping, with the

r ‘top u opping. ore, in or nalyse

t for both main food and ‘top-up’ shopping trips, we have subdivided

t nditure for the seve zones us 74/26

s

.20 ables .8 and 6.9 below provide a summary of the ‘main’ and ‘top up’ expenditure on

convenience goods per capita per annum within the seven survey zones.

up’ shopping. Analysis of these results indicates that some 74% of total conve

food 6% sp

top-up’ shopping. T in line ommon sumptio

ence expenditure is sp

emaining 25% being spent on p’ food sh Theref der to a

he survey results

he total convenience expe each of n survey ing this

plit.

6 T 6

62

Table 6.8: Main Convenience Expenditure in the wider catchment - Growth per Capita per A num, 2005-2015n

Year 2005 2010 2015 1 St Helens Central £1,359 42 0 £1,4 £1,532 Billinge, Bryn, Ashton-in-Makerfield £1,502 92 0 £1,5 £1,693 Earlestown/Newton le Willows £1,410 95 7 £1,4 £1,584 Rural South East (Burton Wood & Win £1,453 41 5 wick) £1,5 £1,635 Widnes £1,494 84 2 £1,5 £1,686 Halewood & Prescot £1,402 87 8 £1,4 £1,577 Rural North West (Knowsley & Rainfor £1,446 33 7 d) £1,5 £1,62

S etPro 4)

Table 6.9: Top Up Convenience Expenditure in the wider catchment - Growth per Capita

ource: URPI Brief 99/2 & Mapinfo Targ Base (200

per Annum, 2005-2015Year 2005 2010 2015 1 St Helens Central £477 £506 £537 2 Billinge, Bryn, Ashton-in-Makerfield £528 £560 £594 3 Earlestown/Newton le Willows £495 £525 £557 4 Rural South East (Burton Wood & Winwick) £511 £541 £575 5 Widnes £525 £557 £591 6 Halewood & Prescot £492 £522 £554 7 Rural North West (Knowsley & Rainford) £508 £539 £572

Source: URPI Brief 99/2 & Mapinfo TargetPro Base (2004)

m £616.7m to £681.3m. With regard to ‘top-up’ shopping, in 2005 the

wider catchment population is estimated to generate £216.7m, increasing to £239.4m

6.21 By applying these expenditure estimates per capita to the identified population of the

wider catchment convenience expenditure on main food shopping is estimated to be

some £616.7m in 2005. This expenditure is set to increase by 10% between 2005

and 2015 fro

by 2015 (an increase of £22.7m).

6.22 Tables 6.9 and 6.10 below provide a breakdown of expenditure on main and top up

convenience goods within the defined catchment area.

Table 6.10: Convenience Expenditure within the Catchment Area, 2005-2015Year Main Food Shop

(£m) ‘Top-up’ Shop (£m) Total (£m)

2005 616.7 216.7 833.4 2010 647.4 227.5 874.8 2015 681.3 239.4 920.7

Growth (2005-2015) 64.6 22.7 87.3

arison Goods Expenditure

in 2005.

This represents an increase (or £527.2m) of more than 41% from 2005.

6.24 In addition, the comparison goods expenditure generated has also been divided into

four categories: Electrical; Furniture; DIY; and what is referred to as non-bulky goods

(clothing, shoes, books, etc). However, the new URPI Brief 04/2 (2004) does not

WYG, Table 8, Appendix 8, 2005

Comp 6.23 By 2015 the population within the wider catchment is estimated to generate

£1,806.4m of comparison goods expenditure, increasing from £1,279.2m

63

distinguish between comparison good types. The approach adopted by URPI in

04/02 is the same approach advocated in PPS6, which stipulates that when

a ed for additional d ment iture lev ould

r sold withi oad c s of ‘c nce’

a rea y ‘bu ‘non-b ods

have been examined is to provide a qualitati iew o rforma etail

w tions n the old surv

oods

ssessing quantitative ne evelop e dxpen els sh

elate to the class of goods to be n the br ategorie onvenie

nd ‘comparison’ goods. However, the son wh lky’ and ulky’ go

ve overv f the pe nce of r

arehousing provision linked to the ques asked i househ ey.

Electrical G

6.25 By utilising expenditure information derived from Mapinfo t-Pro ba

g URPI 4/2, it i ated tha n the

w 3 per capita p num w spent o trical

p 18. ll comp goods e iture

w

.26 Furthermore, it is estimated that by 2015 expenditure on electrical items will increase

6.27 By applying these pe

estimated

risin

DIY Goods

Targe se and the

rowth rates for comparison goods from Brief 0 s estim t withi

ider catchment currently £55 er an ill be n elec

roducts (2005 estimate). This represents % of a arison xpend

ithin the identified catchment area.

6

to £796 per capita, representing growth of 44% between 2005 and 2015.

r capita expenditure figures to the catchment population, it is

that the total expenditure on electrical goods will be some £236.2m in 2005,

g to £333.5m by 2015 (an increase of £97.3m or 41%).

By utilising th n Mapinfo Target-Pro

f 04/2, it is

estimated that within the nt per c num

will be s n DIY Goods . This repres 0% of all com goods

expendit thin the area. By 2015 it is estima t the average on DIY

G hment area will be £422 per capita per annum, representing a

g these expenditure figures to the catchment population, it

d that the total expenditure on DIY goods will be some £125.3m in 2005,

se of £51.6m or 41%).

6.28 e 2000 price estimates for DIY Goods identified i

database and the comparison goods growth rates stated in URPI Brie

defined catchme approximately £293 apita per an

pent o in 2005 ents 1 parison

ure wi ted tha spend

oods within the catc

growth of 44%. By applyin

is estimate

rising to £176.9m by 2015 (an increa

64

Furniture Goods

It is estimated that within the defined catchment, approximately £367 per capita per

annum will be spent on Furniture Goods (2005). This represents 12% of all

comparison goods expenditure within the defined catchment area. This expenditure is

anticipated to increase to £529 per capita per annum by 2015, again representing a

growth of 44%.

6.29

.30 e per capita expenditure figures to the defined population, it is

estimated that the catchment will generate expenditure on Furniture Goods totalling

6 By applying thes

£156.9m in 2005. Using the forecasts in URPI 04/02, the level of expenditure for

furniture is anticipated to increase to £221.6m by 2015 (an increase of £64.7m or 41%

between 2005 and 2015).

Non Bulky Goods

6.31 In order to estimate the level of expenditure on non-bulky durable goods, such as

clothes, footwear, small household goods, etc we have subtracted the three ‘bulky’

goods categories highlighted above from the Mapinfo TargetPro base estimates of

6.32 81 per capita per annum

will be spent on non-bulky durable goods within the defined catchment which

9% of all comparison goods expenditure available. Expenditure on ‘non-

bulky’ products is anticipated to increase to £2,563 by 2015.

6.33

from the total available comparison goods expenditure.

On this basis, it is estimated that in 2005 approximately £1,7

represents 5

In 2005 the defined population is estimated to generate about £760.8m in spending

on non-bulky goods. This is anticipated to increase to £1,074.4m by 2015 (an

increase of £313.6m respectively). The breakdown between ‘bulky’ and ‘non-bulky’

products is set out in Tables 6.11 and 6.12 below.

Table 6.11: Breakdown of Comparison Goods Expenditure Per Capita within the Defined Catchment

Year Furniture & Carpets

DIY & Garden Goods

Electrical Goods

Non Bulky Goods

Total Comparison

Goods £ % £ % £ % £ % £ % 2003 367 12 293 10 553 18 1,781 59 2,995 100 2010 441 12 352 10 663 18 2,137 59 3,593 100 2015 529 12 422 10 796 18 2,563 59 4,310 100

May not add up due to rounding

65

rison of Retail Expenditure in ‘Bulky’ and Non-Bulky Goods (2005-Table 6.12: Compa2015)

Year Bulky Goods (£m) Non Bulky Goods (£m)

Total Comparison Goods (£m)

Furniture DIY Electrical 2005 156.9 125.3 236.2 518.4 (41%) 760.8 (59%) 1,279.6 2010 186.3 148.8 280.5 599.9 (41%) 903.4 (59%) 1,519.0 2015 221.6 176.9 333.5 732.0 (41%) 1,074.4 (59%) 1,806.4

Source: White Young Green Planning (2005) May not total due to rounding

St Helens Market Share Having calculated the li

kely levels of expenditure that are generated by the

e defined catchment area it is also important to understand

what proportion of this expenditure is currently attracted to retail facilities within St

6.35

rket shares can be estimated

s and then applying this to

6.36

ke market research to

ghlighted below:

6.34

population living within th

Helens as a whole.

The amount of trade that is captured by a particular area or centre within a defined

catchment is often referred to as its ‘market share’. Ma

by calculating the likely turnover of existing retail propertie

the money available within the catchment. However, this method relies on a number

of assumptions including the likely trading performance of local stores.

Therefore, the most accurate way to estimate the potential market share of a

particular centre within a defined catchment is to underta

understand where people within that catchment actually shop. A critical element of

this overall study has involved the completion of 1,000 household interviews within

the defined catchment mentioned above. By analysing the results from the survey it

has been possible to understand the likely levels of expenditure that is captured by

facilities in the Borough. The estimated market shares are hi

66

Table 6.13: Convenience Goods – St Helens (Borough-wide) Existing Provision’s Market Share

Zone Main Food Shopping Trip M re arket Sha %

Top-Up Food Shopping Trip Market Share %

1 St Helens Central 92.9 79.1 2 Bill

-Makinge, shton

erfie 34.9Bryn, A

ld -

in28.5

3 Earlesto ton le 50.0 wn/New Willows

60.0

4 Rural South East (Burton 4.2 6.4 Wood & Winwick) 5 Widnes 4.7 1.3 6 Halewood & Prescot 15.4 23.4 7 Rural North West (Knowsley & Rainford)

59.4 27.3

Total 32.7 31.0

Source: Household Survey 2005

It is evident from the ab

6.37 ove table, that St Helen’s primary catchment is concentrated

ithin Zone 1 (St Helens Central), Zone 3 (Earlestown & Newton-le-Willows) and

top-up food

shopping expenditure. This compares to the 40% and 35% recorded in 2001.

6.38

ent

w

Zone 7 (Rural North West). The results show that there is very limited retention in

Zones 4, 5 and 6. The market share of all convenience facilities in St Helens in Zone

1 is 93%, which compares to the 95% recorded in the 2001 study. Within the whole

catchment we found that convenience goods facilities within St Helens Borough

retained 32.7% of the main food shopping expenditure and 31% of the

Questions relating to where people shop for specific non-food goods were included

within the household telephone questionnaire. From these questions, it was possible

to ascertain the percentage of people that shop within St Helens Town Centre and

other out-of-centre facilities as either their main destination or an alternative.

Table 6.14: Comparison Goods – St Helens Borough’s Market Share in the catchm

Goods % of people within the Defined Catchment using St Helens as:

Main Destination Other Destination

Town

Centre

Out of

centre

Local

Centres Town

Centre

Out of

centre

Local

Centres

Electrical 23.1 21.0 3.2 36.8 18.5 3.1

Furniture 19.0 24.8 4.3 16.5 36.3 14.2

DIY 1.9 33.1 - 7.8 38.5 -

Clothing and Shoes 30.0 2.2 0.6 22.9 - 0.4

Source: Focus Market Research - Household Survey 2005

* Includes responses from misc. local shops in Zones 1, 2 and 3, reflecting the St Helens MBC Boundary.

Town Centre as defined by Goad.

67

6.39

it is interesting to note that St Helen’s is still a popular destination for non-food

s g. However, the su th tail

facilities in and around St Helens a ttract sh ge of

n ‘bulky goods’ in particular DIY and furniture.

6.40 F have assum at the proportional split of expenditure

b er’ comparis goods expenditure is 70% and 30%

r

6.41 B ption, it is possib estimate the likely market shares for

s oportion of expenditure spent in relation to the respondents

his is summarised in the table below.

Despite the influence of competing centres including Warrington, Liverpool and

Wigan

hoppin rvey evidence indicates

lso manage to a

at the out-of-centre re

oppers for a wide ran

on-food goods, especially and

rom past experience we ed th

etween ‘main’ and ‘oth

espectively.

on

ased on this assum

goods and the pr

le to

pecific

'main' and 'other' destination. T

Table 6.15: Comparison Goods Expenditure – Estimated Market Shares for St Helens Town Centre in the catchment

Goods Estimated Market Shares Expenditure Split

Main Other Main Other

Electrical 14.6 24.3 70 30

Furniture 5.0 2.5 70 30

DIY 1.7 7.8 70 30

Clothing and Shoes 30.0 22.9 70 30

Table 6.16: Expenditure Drawn From the Catchment to St Helens Town Centre

Goods Expenditure £m

Main Other Total

Electrical 24.1 17.2 41.3

Furniture 5.0 1.1 6.1

DIY 1.5 2.9 4.4

Clothing and Shoes 159.8 52.2 212.0

Total 190.4 73.4 263.8

6.42 From the results of the hous ey and the que dellin uld

appear that existing town centre facilitie t r ting l o

£266.3m of comparison goods expenditu m the defined catchment.

ehold surv subse

Helens a

nt mo g, it wo

f s in S e attrac a tota

re fro

68

Table 6.17: Comparison Goods Expenditure – Estimated Market Shares for St Helens Out-of-Centre facilities in the catchment

Goods Estimated Market Shares Expenditure Split

Main Other Main Other

Electrical 21.0 17.7 70 30

Furniture 24.8 36.3 70 30

DIY 33.1 38.5 70 30

Clothing and Shoes 2.2 - 70 30

enditure Drawn From the Catchment to Out of Centre FacilitiesTable 6.18: Exp

Goods Expenditure £m

Main Other Total

Electrical 34.6 13.1 47.8

Furniture 24.9 15.6 40.5

DIY 29.0 14.5 43.5

Clothing and Shoes 11.9 - 11.9

Total 100.4 43.2 143.7

6.43 F sults of the hous survey and subseque modelling, d

a t existing out-of-c facilit Helens are attracting a total of

£143.7m of comparison goods expenditure from defined ca ent.

estown

rom the re ehold the nt it woul

ppear tha entre ies in St

the tchm

Table 6.17: Comparison Goods Expenditure – Estimated Market Shares for Earl& Local Shops in St Helens

Goods Estimated Market Shares Expenditure Split

Main er n Other Oth Mai

Electrical 3.2 3.1 70 30

Furniture .2 30 4.3 14 70

DIY - - 70 30

Clothing and Shoes .4 30 0.6 0 70

* Includes responses from misc. local shops in Zones 1 to 3.

Table 6.18: Expenditure Drawn From the Catchment to Earlestown & Local Shops in St Helens

Goods Expenditure £m

Main Other Total

Electrical 5.3 2.2 7.5

Furniture 4.3 6.1 10.4

DIY - - -

Clothing and Shoes 3.4 0.9 4.3

Total 13.0 9.2 22.2

69

excludes turnover derived from misc. local shops in Zones 4 to 7.

*

Table 6.19: Summary of Expenditure

Goods Expenditure £m

M Oth Toain er tal

Electrical 6 32. 96.4.0 5 5

Furniture 3 57.0 4.2 22.8

DIY 3 17.4 47.9 0.5

Clothing and Shoes 175.1 53.1 228.2

Total 303.8 125.8 429.6

6.44 In total, it is estimated that the existing c ison goo ns

( own centre, out-of-centre and l entre sp roximately

£ arison go xpenditure in the defin tchment. If this is

c ared with the £1,279.6m omparison expendit at is available within

t 05, it w appear that all comparis cilities in St Helens

g te a market share of 33.5%.

.45 In addition to the above analysis, WYG have found that of the £429.6m retained,

These result

shows that a third of the expenditure being spent in St Helens is at the town’s out-of-

F t Growth in Expen lens.

6.46 W st growth in convenience shopping cted at 1.1% per ann up to

2 hen 1.2% thereafter, it is estimated that St Helens B ugh will ex

an increase in convenience goo nditure of £28.1m in between 2005 a

6.47 on comparison goods would

suggest that St Helens market share would witness an increase of £185.6m between

e

future.

* excludes turnover derived from misc. local shops in Zones 4 to 7.

ompar ds facilities in St Hele

including t ocal c ace) retain app

429.6m of comp ods e ed ca

omp of c good ure th

he catchment at 20 ould on fa

enera

6

approximately 20.6% (or £263.8m) is spent at St Helens town centre with the other

11.2% (or £142.9m) being spent at out-of-centre facilities and the remaining 1.7% (or

£22.2m) being spent at smaller local centres (including Earlestown).

centre facilities.

orecas diture Attracted to St He

ith foreca predi um

006 and t oro perience

ds expe nd 2015.

By comparison, the significant increase in expenditure

2005 and 2015, which would be available for all new comparison retail facilities in th

70

Ta in St Helens

ble 6.20: Convenience Expenditure Available to Retail Facilities

Market Share

Expenditure Available to St Helens - £M

2010 2015 2005

C venience on

Main 4 .4 222.5 32.6% 201. 211

Top 2 .5 74.2up 31.0% 67. 70

A venience 268.7 282.0 296.8ll Con 32.2%

Total Convenience £ 268.7m £282.0m £296.8m

Ma up due to rounding

Table 6.21: Comparison Expenditure Available to Retail Facilities in St Helens

y not add

Market Share

Expenditure Available to St Helens - £M

Town Centre

Clothing, shoes, etc 16.6% 212.1 251.9 299.5

Electrical 3.2% 41.3 49.0 58.3

Furniture 0.5% 6.1 7.2 8.6

DIY 0.3% 4.4 5.2 6.2

Total Town Centre 20.6% £263.8m £313.3m £372.6m

Retail Warehousing

Electrical 3.7% 47.8 56.6 67.4

Furniture 3.2% 40.5 48.1 57.2

DIY 3.4% 43.5 51.5 61.3

Clothing 0.9% 11.9 14.1 16.8

Total Out of Centre 11.2% £143.7m £170.3m £202.7m

Local Centres (Including Earlestown)

Electrical 0.6% 7.5 8.9 10.6

Furniture 0.8% 10.4 12.3 14.7

DIY - - - -

Clothing 0.3% 4.3 5.1 6.1

Total Local Centres 1.7% £22.2m £26.4m £31.4m

Total Bulky Goods (inc

Town Centre)

15.7% £200.7 £238.3 £284.3

Total Non Bulky Goods 17.8% £228.9 £271.1 £322.4

Sub-total 33.5% £429.6 £510.0 £606.7

Inflow 5% £21.5 £25.5 £30.3

Total Comparison £451.1m £535.5m £637.0m

6.48 In order for St Helens to capture this significant growth in comparison goods

expenditure it is likely that there will be a need to enhance future retail provision,

thereby ensuring that this growth is not lost to competing centres and St Helen’s

future market share does not decline.

71

6.49 wever, if an excess of c on e fined

catchment area, this does not translate directly into a requirement for additional

cessary to take account of:

xisting development pro

anges in shop (incl g E-commerce ;

• the current capacity and efficiency of retail floorspace within the Town Centre,

• future changes in busin ductivity and current development commitments.

Ho omparis xpenditure manifests itself within the de

floorspace. It will also be ne

• e posals;

• expected ch ping patterns udin )

and;

ess pro

72

7.01 mportant pre-requisite to any proposed retail

development strategy as they provide invaluable information on the levels of demand

t will have on

established stores within the catchment of the centre under consideration. Capacity

development within Unitary Development Plans, Local Development Frameworks or

even Development Briefs.

7.02 However, it must be stressed that, although capacity assessments are based on

commonly used data and forecasts, the conclusions must only be treated as a

guide/indicator rather than providing unchallengeable evidence. This caveat reflects

the complexity of the modelling exercise and the dependence upon a high number of

assumptions, which consequently can be interpreted in a number of different ways.

7.03 The modelling for the capacity assessments set out in this report has been

undertaken for two different categories of expenditure. Typically, these categories

reflect the differences in patterns for food shopping (often referred to as

‘convenience’ shopping) and non-food shopping (often referred to as ‘comparison’

shopping). This approach is advocated in the emerging PPS6 which clearly states in

para 2.28:

‘in assessing quantitative need for additional development in its development plan, a

local planning authority should assess the likely future demand for additional retail and

leisure floorspace, based on existing and forecast population levels and expenditure in

relation to the classes of goods to be sold, with the broad categories of ‘convenience’

and ‘comparison’ goods.

7.04 Therefore for the purpose of this capacity exercise we have solely examined the

need for new convenience and comparison goods floorspace.

Capacity Formula

7.05 For all types of capacity assessment, the conceptual approach is identical, although

the data sources and assumptions may differ. The key relationship is: Expenditure

(£m) less Turnover (£m) equals Surplus/Deficit (£m)

7 RETAIL CAPACITY ASSESSMENT Methodology

Retail capacity assessments are an i

for additional retail facilities and the likely impact this developmen

assessments are also now an accepted method for guiding future allocations for retail

73

Expenditure (£m) - the expenditure element of the above equation is calculated by

ment and then multiplying this figure by

verage annual expenditure levels for various forms of retail spending per annum.

subject to a number of factors, which need to be considered to help

provide the most accurate figure for that particular local catchment. These include:

the catchment that has been adopted to calculate the

population figure. The turnover of existing facilities is calculated using Retail

r

provision’ of retail facilities within the catchment (which, other things being equal,

7.06

n of aggregate floorspace, using the turnover per square metre figures

sed to calculate the turnover part of the equation.

7.07 likely need for additional convenience goods floorspace

within St Helens Borough, it is important to understand the true nature of the existing

ted in the retail health check presented within this report, it is evident that

ience facilities within St Helens Town Centre is restricted to two

superstores, Safeway (now Tesco) and Asda, with the main food shop facilities

taking the population within the defined catch

a

The formula is

• growth in population;

• growth in expenditure per head per annum, and;

• special forms of trading (e.g. catalogue shopping).

Turnover (£m) - the turnover figure relates to the annual turnover generated by

existing retail facilities within

Rankings, an independent analysis which lists turnovers per square metre for all

major retail multiples.

Surplus/Deficit (£m) - this represents the difference between the expenditure and

turnover figures outlined above. Clearly, a surplus figure will represent an ‘unde

would suggest that additional floorspace is required), whereas a deficit would

represent an over provision of retail facilities (and in these circumstances it would

prove difficult to justify additional floorspace).

Although a surplus figure is generated in £m, it is possible to convert this figure into

an indicatio

u

Capacity for Future Convenience Goods

In order to ascertain the

supply.

7.08 As highligh

the supply of conven

primarily located in out-of-centre locations. In fact, the household survey identifies

the Asda and former Safeway store are the only facilities that are used for main food

shopping trips within the town centre.

74

7.09

y

appears to be least popular store attracting only £21.1m of expenditure.

7.10 rough also appears to be

at Boundary Road and Four

Acre Lane and Aldi on St Helens Retail Park all performing well.

7.11

Current Provision

7.12

GOAD report.

old goods. To account for this,

we have taken the approximate net convenience floorspace figures for the identified

ave and Morrisons) and then applied the

ratio for convenience/comparison goods sales area from Verdict (2004) to estimate

7.14 enchmark company turnover to floorspace ratios are applied to the net

floorspace figures for the existing retail facilities within St Helens, this provides a

In terms of individual foodstores within St Helens Borough, it would appear from the

survey results that Morrisons at Baxter Lane is the most popular store attracting

£59.4m of convenience expenditure generated within the catchment. The next most

popular store is Asda at Kirkland Street (£39.1m) which is closely followed by

Morrisons at its Boundary Road (£39.0m). The former Safeway on Chalon Wa

The provision of discount foodstores within St Helens Bo

strong with key stores such as the Kwik Save stores

The convenience provision in Earlestown also appears to be performing well. The

results from the household survey found that the Somerfield attracts £8.4m whilst the

former Safeway (now Tesco) attracts £8.3m.

Although robust up to data is available for all floorspace within St Helens Town

Centre it is more difficult to qualify the extent of the local convenience provision as

there is no consistent database to rely upon. Therefore, assumptions with regard to

the provision of local shops have been based on the floorspace figures adopted in

the 2001 MVM study and from the town centre’s

7.13 Given that the approach adopted is a ‘goods based’ approach, it is important to

recognise that certain major foodstore operators sell an element of non-food goods

such as books, compact discs, clothing and househ

foodstores (Safeway, Asda, Iceland, Kwik S

the likely sales area devoted to sale of convenience items.

When b

benchmark estimate of the current convenience goods turnover generated for each

store. We have calculated the expected turnover of these facilities by applying

figures relating to company benchmark floorspace to turnover ratios as shown below

in Table 7.1.

75

Table 7.1: Trading Performance of Current Foodstores in St Helens

Store Net Convenience Floorspace –

SQM (1)

Turnover per SQM (2)

Benchmark Turnover -

£M (2000) (1 x 2)

Survey Estimate -

£M (4)

St Helens Town Centre

Asda, Kirkland Street 1,832 13,472 24.7 39.1

Co-op, Hardshaw Centre 3,134 5,221 16.4 8.8

Kwiksave, Ormskirk Street 393 4,340 1.7 2.0

Lidl, Lowe Street 1,176 6,738 * 7.9 2.9

Safeway, Chalon Way 2,975 8,378 24.9 21.1

Marks & Spencer 423 10,063 4.3 3.4

Sub Total £79.9m £77.3m

Earlestown Town Centre

Safeway, Earle Street 1,309 8,378 11.0 8.3

Somerfield, Prescot Centre 1,055 5,876 6.2 8.4

Netto, Haydock Street 750 **** 4,165 * 3.1 0.7

Sub Total £20.3m £17.4m

Local Centres

Iceland, Boundary Road 358 4,324 1.5 1.0

Kwik Save, Boundary Road 811 4,340 3.5 3.0

Morrisons, Boundary Road 2,192 10,553 23.1 39.0

Iceland, Branchway, Haydock 1,658 4,324 7.2 1.0

Kwik Save, Haydock 1,630 4,340 7.1 5.1

Kwik Save, Four Acre Lane 904 * 4,340 3.9 15.4

Co-Op, Eccleston 160 **** 5,221 0.8 1.3

Sub total £47.2m £65.8m

Out-of-Centre

Iceland, St Helens Retail Park 869 4,364 3.8 4.5

Aldi, St Helens Retail Park 630 3,100 * 2.0 4.0

Morrisons, Baxter Lane 2,471 10,553 26.1 59.4

Sub Total £31.8m £67.9m

Other

- Town Centre (inc. market) 8,106** 3,500 28.4 10.5

- Local centres 10,162*** 3,000 30.4 29.9

Other sub total £58.8m £40.4m

Total £238.0m £268.7m

1. Net convenience floorspace figures taken from St Helens MBC where known; or IGD *; figures for the

St Helens town centre were derived by excluding the identified stores from the GOAD convenience

figure; floorspace figures for local centres taken from previous MVM study (2000). Figures for Co-op,

Eccleston and Netto, Earlestown – WYG estimate.

2. Turnover per sq. m at 2000 prices, taken from Verdict Grocers 2004, although figures for Aldi, Lidl

and Netto taken from Mintel Retail Rankings 2004 and adjusted to 2000 prices.

3. We should note that the Safeway store on Chalon Way is being converted into a Tesco store.

76

7.15 A ultiple convenience

ret ave been taken from Verd Gro 4) ver

Aldi, Lidl and Netto, turnover f ee fro et s

(2004) as the level of comparis in these stores is ed. The over

figures have then been adjusted t AT, petrol sale 0 P Base

us model.

7.16 As ben not available for indepen rs, we have applied a

broa net fo centres and £3,500 fo wn centres) of

likely turnove professional ent, base erience an

the quality of the facilities available, as th s no a dged so of information

for ndent retailers.

Fu oorspace Req nts

7.17 Ou ns Borough’s share enience s expenditure

wit ined catchment (identified in the previous section) s that

ap 68.7m will be available to convenience goods stores within the

de

7.18 Wh with tal tu enerated by existing retail

fac erages (£238m), there would appear to be a potential

un nience retail faci f approximately £30.7m when comp

to 'ben rs. T nal diture will er be passin

throug s which in aggre uld be above co average

or the other nience stores (whi t publish turn s) may be

perfo ed.

7.19 Th erated by our d ana pears to support the above

ass some existing stores are over-trading. From the e it is c t

the two Morrisons stores are trading signific ve their benchmark. Other stores

tha ing are at Kir treet an Somerfi

Ea ntrast the eviden hat the afeway in St H

an hich are now both being re-branded s Tes de

whi lects their declining image and market share natio ally

7.20 For e r

Lane, then i

ap o

only £ trading by 126%.

ccurate figures as to the 'benchmark' turnover (2) of the national m

ailers h ict’s

igures have b

on goods with

o reflect V

cers Retailers

n taken

Report (200

m Mintel R

limit

. Howe

ail Ranking

turn

s and the 200 rice

ed throughout the retail

chmark figures are dent retaile

d estimate (£3,000 per sq. m r local r to

r. This is a judgem d on previous exp d

ere i cknowle urce

smaller indepe

ture Convenience Fl uireme

r analysis of St Hele market of conv good

hin the def indicate in 2005

proximately £2

fined catchment.

en we compare this estimate the to rnover g

ilities based on company av

der-supply of conve lities o ared

chmark' anticipated turnove his additio expen eith g

h existing shop gate co trading mpany s

smaller conve ch do no over figure

rming better than we have estimat

e surplus capacity gen detaile lysis ap

ertion that vidence lear tha

antly abo

t are significantly over-trad the Asda kland S d the eld in

rlestown. In co ce found t two S stores elens

d Earlestown (w a co) are un r-trading

ch ref n .

xample, if we were to use the survey evidence for the Morrisons store at Baxte

ts current market share would suggest that the store is generating

pr ximately £59.4m per annum. This compares to the company benchmark figure of

26.1m. This would appear to demonstrate that the store is over-

77

7.21 In addition, to Baxter Lane, the Morrisons at Boundary Road (based on its current

7.22 results of shopper surveys should only be used with

caution to estimate the turnovers of individual stores (rather than their comparative

7.23 enditure, it is now important to estimate the likely

quantitative need for additional convenience facilities within the town through to 2015.

ould be made available to new

onvenience floorspace.

market share) is generating approximately £39m per annum. This compares to the

company benchmark figure of just £23.1m, thus demonstrating that the store is

overtrading by 68%. This trend is also found at the Asda store, which is estimated to

over-trading by as much as 58%.

It must be noted, however; that the

market shares). Nevertheless, the results appear to confirm our impressions of over-

trading gained on our visits to Morrisons, which appears to be a well-used store

throughout the week.

Having identified this surplus exp

It is assumed that the surplus expenditure w

c

Table 7.2: Estimated Need for Convenience Facilities

Turnover - £M Increased

Productivity £m

Expenditure Available - £M

Surplus Expenditure - £M

2005 238.0 268.7 30.7

2010 238.0 282.0 44.0

2015 238.0 296.8 58.8

Source: WYG 2005 at 2000 Prices

It must be noted that the above surplus expenditu7.24 re is a cumulative total applicable to

the whole of the Borough and does not necessarily presume that the 'excess'

7.25

ator was specified at

the time of the application, if we assume a major operator (such as Tesco) occupies the

expenditure identified can be drawn to a single new retail location within the Borough.

In addition, it is also important to account for existing commitments within the area

which will clearly absorb a certain proportion of the surplus capacity available. At

present, there are two outstanding planning consents. The first relates to the foodstore

element of the Central Works in Haydock (P/2003/0045), which comprises 3,250 sq. m

gross (2,113 sq. m net, assuming a 65:35 ratio). Although no oper

proposed store the turnover could be up to £25m. The second commitment

(P/2001/1160) is in respect of extension for the Safeway at Chalon Way, which

comprised 727 sq. m (net). The extension could amount to an increase in turnover of

approximately £6m (based on Safeway sales densities).

78

7.26 If we assume that the turnover of the proposed store at Central Works amounts is

approximately £25m when this is combined with the potential turnover of the Safeway

extension the commitments could amount to £31m. However, it is also important to

note that the Safeway at Chalon Way has now been re-branded as a Tesco store.

Given that Tesco achieve a greater sales density compared to Safeway it is important

to allow for a potential ‘uplift’ in the turnover that will be achieved when the store is

chieved as part of the re-branding of the former Safeway store.

This also applies to the Safeway in Earlestown which is now also operating as a Tesco

7.27

is already potential for £38.5m to be generated within St

elens.

7.28 When this is comp timated s diture ) it

would appear that d’ identif be satisfied by existing

commitments and e two Safeway stores. However, based on the

forecast growth in exp ture through to 2010 it is evident that there will be further

quantitative capacity available by 2010 of approximately £5.5m (£38. 4m). This

coul se further to £ 38.5m - £58.8m

7.29 addition, this analysis assumes that the market share now recorded for convenience

of this expenditure may have been flowing into the catchment from other centres where

established. If we apply Tesco’s average sales density to the net floorspace (including

the extension) then the turnover could be approximately £41m (3,702 sq m x £11,075

per sqm). This compares to Safeway which would have generated approximately

£31m (3,702 sq m x £8,378 per sqm). This would suggest that there is a potential uplift

of £10m that could be a

store. On this basis, the uplift achieved in the turnover of this store could be £3.5m.

If this £13.5m potential uplift is then added to the commitment at Central Works, this

would suggest that there

H

ared to the es

the ‘nee

the re-branding of th

urplus expen of £30.7m (as at 2005

ied at 2005 can

endi

5 - £4

d increa 20.3m (£ ) by 2015.

In

goods facilities within St Helens will remain static through to 2015. However, as

highlighted in Section 5 of this report, St Helens has experienced a dramatic fall in its

convenience goods market share in the space of just four years. Although a proportion

provision needed to be strengthened (such as Prescot), it is evident that the extension

of key facilities both in Wigan and to some extent Warrington have impacted upon the

market share of St Helens. Therefore, as part of any future strategy, it will be important

for the Council to consider potential qualitative improvements in the convenience goods

offer to ensure that the market share can be stabilised if not improved. Clearly the

introduction of two new Tesco stores through the re-branding of the former Safeway

stores should provide certain qualitative gains although this position will need to be

carefully monitored in the future.

79

Capacity for Future Comparison Goods

As our general standard of living increases, our ability to spend more money on non-

food goods (such as clothing and footwear) will also increase. The current ultra-long

term growth rate provided by URPI suggests that this growth is likely to be 3.7% per

annum (after 2004). Clearly, over any plan period this represents a significant

cumulative increase in total non-food expenditure.

However, although non-food shopping is often seen as a leisure/social activity, there

are increasing pressures being placed upon the traditional high street function, not only

from major out-of-centre retail facilities.

7.30

7.31

Although we have accounted for special forms of trading within our expenditure

emerging form of retailing the likely impact of such technology is still somewhat

7.33

e the St Helen’s current

share of non-food retail expenditure by the current level of facilities within the town.

7.34

7.35

7.36 Drawing upon the results of the modelling outlined in the previous section, we have

forecast that between 2005 and 2015, an additional £186.5m will be available for

comparison goods shopping within St Helens Borough. PPS6 advocates that this

7.32

analysis, we feel that because we are forecasting up to 2015 it is important that we do

not ignore the rapidly expanding opportunities of retailing on the World Wide Web,

currently known as ‘e-commerce’ or ‘e-tailing’. As this is still very much a new and

unknown.

With such a diverse range of retail warehousing, high street multiples and independent

comparison goods retailers that trade in St Helens, it is more difficult to estimate the

likely ‘benchmark’ turnover of each facility. Therefore, the most accurate way to

estimate the turnover of the existing retail facilities is to divid

From our analysis of the market share of facilities in St Helens, we estimate that the

current level of trade passing through non-food facilities from the defined catchment

(which includes both non-bulky and bulky goods) is £429.6m. This represents 33.5% of

the total comparison goods expenditure generated within the defined catchment. In

addition, the retail model has allowed for a 5% inflow of expenditure from outside the

defined catchment. Given the size of the catchment adopted it is estimated that this

5% inflow is realistic and should not be increased.

On this basis, we have 'rolled forward' St Helen’s current market share to examine the

likely comparison floorspace required maintaining its current position within the

hierarchy, namely at a level of approximately 34% of all comparison goods expenditure

in the defined catchment area.

80

should be focused within St Helens Town Centre as a first preference, subject to

te the level of potential floorspace. Clearly,

expense of the future vitality and

viability of the Town Centre. Furthermore, with significant new development planned

that St Helens seeks to at least maintain its

current market share during the plan period if not enhance it.

7.37

igh quality fashion and department store sector that appears to be under

represented in St Helens.

7.38

suitable sites being available to accommoda

if no additional comparison goods floorspace was developed within the period up to

2015 then, regardless of improved ‘productivity’ by existing facilities, the majority of this

surplus would be lost to competing centres identified previously. In addition, St

Helens’s market share of all comparison expenditure could then fall from its current

34% to 24% - such a decrease could significantly change the future shopping and

trading patterns within the defined catchment at the

for Liverpool City Centre (Paradise Street redevelopment), Warrington Town Centre

(Golden Square extension) and Wigan Town Centre (extension to the Grand Arcade

Shopping Centre), it will be imperative

From our assessment of the current vitality and viability of the existing town centre it is

evident that St Helens is well represented by multiple high street retailers, but the

centre could benefit from additional investment to provide more attractive premises to

accommodate modern retailer’s requirements. This especially relates to the rapidly

expanding h

By allowing for increased productivity (1.5% per annum) we have estimated below the

likely expenditure that will be available for new comparison goods floorspace by 2015. Table 7.5: Estimated Available Comparison Expenditure

Turnover + Expenditure Surplus for Increased

Productivity £m

Available £m

Additional Floorspace

£m

2005 450.5 450.5 -

2010 485.3 535.5 50.2

2015 522.8 637.0 114.2

7.39 The results show that by 2010 there will be £50.2m of comparison good expenditure

.40 In terms of town centre space, if we were to apply the derived average existing sales

available for new retail development, based on current market shares. This level of

expenditure will increase to £114.2m by 2015. This amount of the expenditure will be

available to all comparison floorspace.

7

density of £5,000 per sq. m to the surplus expenditure, we estimate that by the year

2010 there will be a requirement for approximately 9,320 sq. m net (approximately

81

13,314 sq. m gross) to retain its current market share. In addition we estimate that

this capacity would increase to 19,679 sq. m net by 2015 (28,113 sq. m gross).

Table 7.6: Estimated Comparison (Town Centre) Floorspace Requirement

Surplus Expenditure

£m

Average Sales Density + increases

in productivity £ per m2

Net floorspace

Requirement m2

Gross floorspace

Requirement m2

2005 - £5,000 - -

2010 50.2 £5,386 9,320 13,314

2015 114.2 £5,803 19,679 28,113

Gross to net = 70%

.41 Clearly, the above analysis assumes that the expenditure growth generated will be

tudy, it is acknowledged that the current provision of retail

warehousing within St Helens is very strong. This position will be further reinforced

ssumed that the majority of future comparison goods provision will be focused on

the market share of the town

centre wh ch appe slipped’ sl st four ye

Future Proposals for ce

7.42 In terms of future commitments, there are currently a number of outstanding ning

pe ions relating to com n goods retailin in St Helens. are

detailed in Table 7.7 below.

7

directed towards the established town centre of St Helens. Therefore, an appropriate

sales density of approximately £5,000 per sq. m has been applied to the estimated

surplus expenditure. If further comparison goods development was to occur that was

contained within an extension to a supermarket or the development of a retail

warehouse then the sales density applied would differ. However, from the research

undertaken within this s

by the commitments (set out below) which would further reinforce St Helens ‘bulky

goods’ market share. On this basis, the analysis undertaken for this study has

a

town centre redevelopment to help assist in recovering

i ars to have ‘ ightly in the pa ars.

Comparison Floorspa

plan

rmiss pariso g with These

82

Table 7.7: Comparison Planning Commitments 2005

Development Date Gross Permitted Floorspace

Net Floorspace

(sq. m) (sq. m)

Estimated Turnover

£m

St Helens

West Point, St H 04 2.4elens 19/10/20 1,180 944

Ravenhead Retail Park * 4/10/2004 6,271 377 13.45,

St Helens Retail Park 2/07/2002 2,787 2,230 5.6

Unit 14, Milvern Way 5/2001 0.5 11/0 256 205

Former Abba Site, B ood Roa /2004 1,840 4.6urtonw d 1/10 2,300

Clock Face Road, Sutton Leach 18/6/2004 361 189 0.5

Central Works, Haydock 26/03/2003 1,394 1,152 2.9

Mainsway, Burtonhead Road * * 12/04/2005 5,806 4,645 11.1

Total 20,355 16,582 41.0

7.43

7.44

which are

redominantly retail warehousing schemes. However, for the purpose of this study it

ity of £2,500 per sq. m should be

applied where appropriate.

7.45 It is unlikely that the market share for St Helens can be dramatically increased in the

future. Although increases have been recorded since the 2001 study was prepared,

we believe that it would be unrealistic to predict significant increases given the

strength of competing centres elsewhere. It is evident that the implementation of the

commitments outlined above will have an impact on future market shares for

comparison goods. However, it must be noted that these scheme are predominantly

for retail warehousing facilities which will also compete with existing supply within St

Helens. Given the qualitative deficiencies identified within the town centre

Source: St Helens MBC (2005) Gross to net = 80% (unless stated) * reserved matters * * Turnover taken from WYG Appraisal of Planning Application (Feb 2005)

Table 7.7 above indicates the significant amount of outstanding comparison goods

retail planning commitments within the Borough. In terms of facilities within St

Helens, it would appear that there are currently commitments in place which would

absorb £41m of the £50.2m through to 2010.

Without details on the end occupiers of the outstanding planning permissions, we

cannot accurately estimate the potential turnover of existing commitments

p

has been assumed that an average sales dens

Improving Future Markets Shares

83

particularly linked to the lack of a quality large department store and larger units that

icipated that greater opportunities

r increasing market share could be delivered through a comprehensive town centre

redevelopm

7.46 However, in order to deliver just a small increase market share there will be a

signifi ality comp goods floorspace. For exa ple at

the mome appear to be s capacity of £ 3.3m by 20 after

allowin mmitments. If this expen was ta d towards the town

ce e oximately 0 sq. m net (17,945

sq result o a departm tore and uality

fa arket share lightly from 34% to 37% (a 9%

in y qua d would increase to 100m

(a for existing commitments at £41m). This would e into a requirement

q. m net (24,480 sq. m gross).

will appeal to high street national multiples, it is ant

fo

ent scheme.

in

cant requirement for high qu arison m

nt there would a surplu 7 15

g for existing co diture rgete

ntre then this could generate the n ed for appr 12,60

. m gross). However, if as a f securing ent s high q

shion retailers, the m increased s

crease overall) then the likel ntitative nee over £

llowing translat

for approximately 17,250 s

84

8

8.01

rch and the review of the vitality and viability of the two

main established centres within the Borough which are St Helens and Earlestown. It

is evident that Earlestown performs a district centre role primarily providing for

8.02

t St Helens Town Centre

is also showing strong signs of vitality and viability. However the analysis set out in

this report appears to demonstrate that the centre’s overall market share for non-food

goods (clothing, shoes etc) has declined slightly since 2000. By scrutinising the

changes in shopping patterns that have occurred since 2000, it would appear that the

draw of the Trafford Centre and improved facilities in both Liverpool and the New

Mersey Retail Park have had an impact on retention levels within St Helens.

8.03 In the same period, it would appear that the development of significant retail

warehousing within the St Helens area has assisted in significantly increasing the

market share particularly for bulky goods. Whilst this development has had some

impact on the market share of the Town Centre, its addition to the retail offer within

the St Helens area has helped support an overall increase in market share for

comparison goods.

8.04 If the existing market share achieved to date is rolled forward through to 2015, it is

evident that there is significant need for further comparison good floorspace within St

Helens. As highlighted above, the growth alone in comparison goods expenditure

will exceed over £114m available to St Helens by 2015. Although there are

significant commitments which would absorb £41m of this capacity it is evident that

there will still be a need for future comparison goods floorspace beyond 2010. Given

that the existing commitments are primarily concentrated in the retail warehouse

sector, it would appear that any future strategy perused by the Council must focus on

opportunities within or on the edge of the established centre of St Helens. By

pursuing such an opportunity, it may be possible to accommodate a department store

and high quality retail units that would appeal to high street national multiple retailers

which in turn could increase future market shares. White Young Green do not

SUMMARY The research undertaken as part of the St Helens Retail Capacity Study has involved

both original market resea

convenience shopping needs of its immediate community. The vitality and viability

assessment appears to suggest that the centre is performing well and has recently

benefited from investment from Tesco in the re-branding of the former Safeway store.

Beyond improvements to the overall quality of the environment and trade mix, it is not

anticipated that Earlestown should be expanded significantly in the future.

On this basis, it is anticipated that the majority of future growth, particularly in

comparison goods retailing, should be targeted towards the established centre of St

Helens. From the research outlined above, it is evident tha

85

anticipate that a dramatic increase in market share could be achieved. However just

y increasing the share from 34% to 37%, it would appear that there could be a need

8.05

ases in

turnover achieved at the two former Safeway stores which have now been re-

large

8.06 s

fallen dramatically in the past 4 years. Whilst this has been brought about by

may be

s.

Anticipated Growth in Cafes, Restaurants and Bars

8.07

n centre

. This

b

for approximately 25,000m gross of comparison goods floorspace. Given the

significant scale of such development, it will be important now for the Council to

explore opportunities to accommodate the identified need which is likely to occur

between 2010 and 2015.

Future Foodstore Development

As highlighted in Chapter 7, it is evident that once the analysis has allowed for the

outstanding foodstore commitment at Central Works, Haydock and the incre

branded to Tesco, there is unlikely to be sufficient capacity to support another

foodstore within St Helens. However, the study does identified that further

quantitative capacity will be available to support new foodstore development through

to 2015. From our analysis, this would amount to approximately £20m which as

highlighted above is insufficient to support the development of a new large foodstore

but would support further extensions to existing provision or any remodelling that may

increase the net floorspace available to the sale of convenience goods.

In addition, it must also be noted that the market share for convenience goods ha

improvements to the provision in locations such as Prescott and Wigan there

opportunities in the future to reinforce and strengthen the market share for St Helen

However, we do not anticipate that a market share could be achieved similar to the

levels recorded in 2000 whereby there appeared to be unsustainable patterns of in-

flow from the Prescott area into St Helens.

As highlighted in Section 4 of this report, St Helens Town centre has witnessed a

significant growth in food and drinking establishments between 2000 and 2004.

However, from detailed analysis of this provision, it would appear that the tow

has a slight deficiency in terms of restaurants when compared to the national

average. Whilst the provision of restaurants in the future will be driven by cultural

attractions and redevelopment opportunities, it is evident that as part of any future

strategy, the Council should seek to encourage restaurant uses either in a

designated area of the town centre or as part of future redevelopment schemes

strategy should be developed as part of any future review of the Primary frontage

policy to ensure that there is sufficient flexibility to enable such uses to penetrate the

traditional retail core.

86

8.08

n,

sh –

ch

is partly derived from foreign travel which is also

increasing and expanding to new countries, making it possible to introduce new

ajor implications for the expansion of the

restaurant and café industry within St Helens which has witnessed a dramatic

8.09 undertake

6,

l have to be

given to out of centre locations that can forge strong links with the established Town

Continuous growth is forecast in the restaurant sector given that eating out has

become a major element in the lifestyles of the younger generations. In additio

restaurants in the UK will also continue to benefit from a characteristic of the Briti

a willingness to experiment with new foods and drinks and eating out concepts su

as tapas or sushi bars. This

styles of cuisine. This clearly has m

increase in the past four years and should be actively encouraged in the future.

Conclusions

In summary, this study demonstrates that there is a need for the Council to

a review of potential site based opportunities to accommodate the need identified

within this study. To reflect the aims and objectives of the recently published PPS

the Council should seek to take a pro-active approach to identifying redevelopment

opportunities where available within and adjoining the established centre of St

Helens. If no opportunities can be identified then further consideration wil

Centre.

87