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| Shopping |
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| 10.1 |
The County Structure Plan emphasises that
town centres should continue to be the main focus for shopping facilities.
Large retail developments outside town centres are not regarded as
incompatible with this aim providing specific criteria can be satisfied.
However, such development will not normally be permitted in the Green
Belt. |
| 10.2 |
There are a number of shopping locations
in the District catering largely for the day to day needs of residents.
The main exceptions are Bromsgrove town and Rubery. The latter, on
the southern fringes of Birmingham, serves as a suburban shopping
area; the former evolved as a market town serving a wide and predominantly
rural hinterland although its present attractions are limited and
disadvantaged by the greater range and size of stores and facilities
in neighbouring centres. |
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| Main Shopping Location |
| S20 |
Bromsgrove will remain the main
location for general shopping facilities relative to other locations
within the District. The District Council will seek to strengthen
Bromsgrove's shopping role in order to compete more successfully
with other shopping centres in the surrounding area. |
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| 10.3 |
New development will be encouraged to
locate in existing centres. The Council will expect full and reasoned
justification for schemes involving new or extended shopping facilities
in out of town locations. PPG6 "Town Centres and Retail Development"
points out that town centres have a prime role in the provision of
retail facilities, though not one that is exclusive. The District
Council acknowledges this and will support the continuing role of
Bromsgrove town centre as the main focus of retailing activity. There
are a number of opportunities for schemes which could improve shopping
in the town centre or immediately adjacent to it, and be of benefit
to those reliant upon public transport. New development together with
changes of use should have regard to access for the disabled. The
concentration of shopping facilities in Bromsgrove together with an
extensive pedestrianised central area may support a 'shopmobility'
scheme. |
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| Out-Of-Town Shopping |
| S21 |
Site selection for major new retail
facilities for food and non-food shopping will be considered
in a sequential approach in accordance with PPG6. The first
preference is for town centre sites, where suitable sites or
buildings suitable for conversion are available, followed by
edge-of-centre sites, district and local centres and only then
out-of-centre sites in locations accessible by a choice of means
of transport. Proposals will be considered against the following
criteria: |
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a) |
there will be a presumption against development
within the Green Belt; |
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b) |
out-of-centre developments will not be acceptable
where the development adversely affects the vitality and viability
of nearby town centres whether by itself or having regard to
other recent and proposed retail developments and the cumulative
impact of such developments; |
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c) |
retail uses will not normally be permitted
on land allocated for industry, employment and housing where
this can be shown to have the effect of limiting the range and
quality of sites that would be available; |
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d) |
the proposed development is well-located in
relation to different modes of transport; |
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e) |
the proposed development is not likely to
lead to an increase in the length and number of motorised trips; |
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f) |
the suitability and viability of the site for
the proposed use, and whether it is likely to become available
within a reasonable period of time. |
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| 10.4 |
Town centre sites are defined as those
within Bromsgrove's primary (BROM13) and secondary (BROM14) shopping
streets. Edge-of-centre locations are those that fall within the town
centre zone (BROM11) defined on the Proposals Map. District centres
are located at Alvechurch (ALVE2), Barnt Green (BG1), Hagley (HAG3)
and Rubery (RUB2). Local centres comprising a small group of shops
of a local nature, are located at Aston Fields (BROM24), Catshill
(BROM23) and Wythall (WYT1). Out-of-centre sites are defined as those
clearly separate from Bromsgrove town centre but not necessarily outside
the urban area. |
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10.5 Retail developments in out-of-centre
locations may be acceptable only after a sequential approach has been
adopted and developers are able to demonstrate that all potential
town centre and edge-of-centre sites have been thoroughly assessed
and discounted. Where out-of-centre developments are proposed, they
must accord with the criteria of this policy. In particular it must
be demonstrated that there would be no detrimental impact on the vitality
and viability of existing town centres, including the evening economy,
and on the rural economy. Developers and retailers should be flexible
about the format, design and scale of a development, and the amount
of car parking - which should be tailored to meet local circumstances.
New schemes should not have a detrimental effect on overall travel
patterns and car use and a choice of alternative means of transport
should be available. Proposals in Green Belt locations are not acceptable. |
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| Provision Of Local Shopping
Facilities In New Residential Areas |
| S22 |
The provision of local shopping
facilities in new residential areas will be considered where
they: |
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a) |
would not, in themselves or cumulatively,
with other recent or proposed retail developments in the locality,
adversely affect the vitality and viability of any nearby centre; |
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b) |
are appropriate to the scale of the development
taking into account other facilities already existing in the
locality; |
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c) are located and designed to be readily accessible
to the locality by foot, public and private transport; |
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d) are of a design and form appropriate to
that locality; |
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e) would not adversely affect nearby residents; |
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f) have adequate provision to accommodate parking
requirements; |
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g) conform with other relevant policies of
this Plan. |
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| 10.6 |
Local shopping centres provide for the
daily needs of local people and can be particularly important for
those without access to a car. Where large new residential areas are
contemplated it may be appropriate to consider the provision of a
small number of retail units within the development to meet the immediate
needs of residents and potentially reduce the number of journeys necessary
to other facilities. |
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| Shopfront Enhancement |
| S23 |
The District Council will seek
to enhance the overall shopfront and architectural quality of
main shopping areas so that they provide a visually attractive,
inviting and pleasant environment to local residents, shoppers
and visitors. |
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| Retention Of Traditional Shopfronts |
| S24 |
To retain and enhance the character
of main shopping areas, the District Council will: |
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a) |
require a high quality of design in all applications
for shopfront development; |
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b) |
where appropriate ensure the retention and
restoration of traditional shopfronts and other shopfronts of
townscape merit; |
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c) |
exercise careful control over the design of
new shopfronts and associated advertisements; and |
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d) |
encourage the improvement of shopfronts, particularly
when alterations are proposed. |
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| S24A |
The removal or obscuring of original
features on traditional shopfronts will not normally be permitted. |
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| New Shopfronts |
| S25 |
New shopfronts should respect
the general building form in the locality in terms of scale,
proportion and materials. |
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| S26 |
Shopfront fascias must be in proportion
to the rest of the shopfront and the whole building so as not
to be the dominant feature and should not generally exceed 0.6
metres (2 feet) in depth. Fascias should respect the vertical
integrity of each individual building and not stretch uninterrupted
across a variety of buildings. |
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| S27 |
Fascia lettering will normally
be restricted to a maximum height of 0.3 metres (12 inches)
unless there are exceptional circumstances. Neon tube signs
will not be permitted. |
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| S27A |
Projecting signs should generally
be in line with the fascia panel. The District Council will
not permit more than one projecting or hanging sign per shopfront
and normally projecting signs should not exceed 0.4 sq. metres
(4.3 sq. feet). |
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| Design And Materials In Conservation
Areas |
| S27B |
Within conservation areas and
where listed building consent is required the following features
will not be permitted: |
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a) |
internally illuminated box fascias and projecting
signs; |
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b) |
continental "Dutch" blinds; |
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c) |
external roller shutters; |
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d) |
materials such as acrylic sheeting, uncoated
aluminium, glossy plastics or glass substitutes |
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| 10.7 |
In shopping areas the design and impact
of shopfronts constitutes an important element of the street scene.
The District Council is keen to maintain and improve those shopping
areas where the character of local design is an important element
in attracting people to shop in these localities. In conjunction with
the general policies above the District Council has produced a Shopfront
and Advertisement Design Guide (Policy Guidance Note 2) to assist
in explaining the elements of shopfront and advertisement design and
to ensure that a high standard of design is achieved. |
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