Agenda item

The Planning Policy Team Leader presented a report relating to draft policies ECN4: Retail and Town Centre Development, and ECN5: Signage and Shopfronts, which summarised the feedback received in response to the Regulation 18 public consultation and the Officer responses, and recommended that Cabinet endorse the policy approaches as set out in the report.

The Chairman asked if it was feasible to extend the Primary Shopping Area (PSA) boundary for Sheringham northwards to include both sides of the High Street, as requested by Sheringham Town Council.

The Planning Policy Team Leader explained that the area in question did not meet the definition of a PSA in national guidance as A1 retail was not concentrated in that area.  However, it was part of the town centre, which meant that retail uses were not precluded per se but it was necessary to first consider areas where there were higher concentrations of A1 use.

Councillor Mrs L Withington stated that there was a growing demand for retail and other types of businesses on the seafront at Sheringham and asked if the policies would be sufficiently flexible to allow them to happen.

The Planning Policy Team Leader explained that the policy was in line with the sequential approach in national policy, and there was a framework in place which could allow such development to happen provided the applicant could demonstrate that the policy requirements could be satisfied. 

Councillor J Rest stated that Fakenham had public transport links but it was misleading to say they were good.  There was no direct bus link to the Norfolk and Norwich University Hospital and it was not possible to get to other parts of North Norfolk without changing buses. 

The Planning Policy Team Leader explained that whilst he had referred to good transport links in his presentation, this was in the context that Fakenham was a higher order centre, with bus routes and services that other places did not have.  Higher order centres were places where retail and residential development was concentrated, and the concentration of growth in larger town centres provided a better momentum of growth to improve services.

Councillor P Heinrich stated that he welcomed Policy ECN4 but there was an issue in respect of the future viability of town centres, and retail in particular, following the pandemic with the very fast move to online shopping.  Most of the town centre shops in North Walsham were very small.  They would not be viable for larger retailers and also possibly not for cafes and other leisure orientated uses.  Additional retail would be required when the western extension was developed.  He asked if it was a certainty that sufficient land could be allocated for more modern, larger retail units and if the Vicarage Street car park would be protected for future retail development.

The Planning Policy Team Leader referred to the retail study which indicated that North Walsham had the largest amount of expenditure capacity to support new retail development.  Part of the policy aimed to retain that expenditure and the need for town centre improvements was already recognised by the Council.  The development brief for the western extension would look at suitable employment locations and outline the areas where future development could take place to satisfy the demand.  This would come back to the Working Party as part of the land assembly for the western extension.

Councillor Heinrich considered that there was a need to address the problem of untidy shopfronts and inappropriate signage as soon as possible.

Councillor Ms V Gay wished to place on record that the process had been a co-operative one that had involved all North Walsham Members.  She welcomed the reference to wider public benefit and public art in Policy ECN4.  She stated that shopfronts and signage had a cumulative impact, and the Market Place was a Conservation Area.  She welcomed the strengthening of the wording in the policies.

Councillor N Dixon asked if there were enough forward-looking policy provisions to reflect changing shopping trends, the needs of commerce and retention of historic character.

The Planning Policy Team Leader stated that there was a number of policies in the Local Plan that covered these issues, including historic environment policies which would be considered by the Working Party at a future meeting, and the policy approach to town centres which sought to demonstrate the impact of proposals on town centres.  He considered that the proposed policies set a good framework to move forward.  The Government was also bringing in changes to national policy that would increase the flexibility to allow changes of use of premises in town centres to happen without the need for planning permission.

Councillor Mrs P Grove-Jones referred to the fluidity of premises in Stalham High Street and stated that there had been some growth outside the PSA.  She expressed concern that the change to permitted development rights would not control how many businesses of the same type could set up in an area.  She was pleased to see the policy regarding signage.

Councillor J Toye asked if businesses that were able to change under permitted development rights would still be required to comply with Policy ECN5.

The Planning Policy Manager confirmed that planning permission, and possibly Listed Building consent, would be required for replacement shopfronts.  Advertisements were covered by Advertisement Control Regulations where the considerations related to visual appearance and highway safety.  However, these Regulations included quite extensive permitted development rights for non-illuminated fascia signs and small projecting signs, even within Conservation Areas.  There was a need to be mindful that there were many developments which were outside the control of the Planning Authority and the policies could not be applied where planning permission was not required.

It was proposed by Councillor P Heinrich, seconded by Councillor Mrs P Grove-Jones and

RECOMMENDED unanimously

That Cabinet endorses the revised Policies ECN4: Retail and Town Centre Development and ECN5: Signage and Shopfronts, and delegates responsibility for drafting such an approach, including that of finalising the associated policies and policies mapping, to the Planning Policy Manager.