The regeneration of a town centre
The local need
High Wycombe has a proud heritage of being a traditional English market town, situated in the Thames Valley. Many years ago, WDC recognised that the town had yet to realise its economic potential, particularly as a retail and leisure destination. The average footfall across the town centre had dropped from 150,000 in 2005 to 120,000 by 2007. Although a largely affluent catchment area, there are pockets of deprivation in the town, with nearby Desborough in the 10% of most deprived areas in the country. General redevelopment of the town was needed as local people often went outside their town centre for retail and leisure amenities. WDC in partnership with Stannifer (which was soon to become Multiplex and ultimately Brookfield) and Aldersgate Investments to form a consortium to create and deliver Eden, High Wycombe - a new town centre. The site had been identified and acquired by WDC in the early 80s, however it was not until 2003 that preparatory work finally began in earnest to deliver the project.
The vision
‘The partners agreed that Eden was intended to provide a retail, leisure and housing destination of choice, thereby reversing the trend of decline by providing a quality local centre with a wide range of amenities that appealed to a broad spectrum of residents and visitors. WDC wanted to build a centre that would provide new amenities, jobs, income and training opportunities to local people. The development needed to complement the original town centre, not isolate it, and serve as a catalyst to attract new business and investment to the area. All parties wanted it to raise footfall into the town and see the town centre’s CACI retail destinations ratings go up from 104 to be within the top 50. The centre needed to reflect the improvements that residents had stated that they wanted to see and was to be the first step in transforming the town centre.
The challenge
WDC and its partners consulted with the local community to ensure that voices were heard and all key issues were discussed and aired. The design team had to integrate the new town centre with the existing town centre, without isolating it, and to retain its heritage. The centre and further development plans had to attract new retail names. There were four main challenges: Local people needed to be convinced the redevelopment was going to happen. The disruption to the town would be managed effectively. This was the start of a massive regeneration of the town which would see it transform, but would also do all it could to preserve its heritage. Eden was to be the first and the catalyst for a number of projects to improve the town.
The results
After two years of construction, the development opened in March 2008. It included 2 anchor stores, 110 retail units, 8 restaurant units, a 12 screen cinema, 22 lane bowling facility, a new 24,000 sq ft county library, a bus station, 48 residential apartments and a 1,580 space multi storey car park. A year from opening, footfall has gone up in the town centre to an average of 350,000 and Eden is now ranked 45th in the CACI rankings. The centre has created 2,200 jobs and WDC continues to support the scheme with short work related training courses. The centre has incorporated local buildings like the Octagon and has attracted larger retail names to the town. The trend of shoppers migrating out has been reversed. The leisure facilities have proven very popular, particularly with students. The new bus station and ‘park and ride’ provides useful transport links and new road configurations have ensured that the traffic flow has improved. Despite some residents' initial fears that town centre parking would be inadequate, it has been improved providing fast and easy access to the centre. In total Eden represented a £350m investment into the town and the work provided a much needed stimulus for other projects to move forward.
Where next?
The project has acted as a massive stimulus for further inward sustainable investment. Chiltern Railways are submitting plans to upgrade the local train station to include a new bus interchange. New student halls of residence are almost complete. There are also plans under way to enlarge and upgrade the "arts, culture and entertainment zone" centred on The Swan Theatre. Local organisations and businesses are working together with WDC to establish a brand for the town, to coordinate events and to successfully raise its profile. In spite of difficult times, High Wycombe and the surrounding district is thriving rather than surviving. WDC has a clear vision for the future - a vision which will see it flourish and grow in a sustainable way.
Contact Details
Jeff Wilmore
Communications Manager
01494 421217
jeff_wilmore@wycombe.gov.uk