Agenda Reports Pack (Public) 15/10/2012, 19.00 - Meetings ...

●●●●planning authorities should therefore undertake an assessment ofthe need to expand town centres to ensure a sufficient supply ofsuitable sites;allocate appropriate edge of centre sites for main town centre usesthat are well connected to the town centre where suitable and viabletown centre sites are not available. If sufficient edge of centre sitescannot be identified, set policies for meeting the identified needs inother accessible locations that are well connected to the towncentre;set policies for the consideration of proposals for main town centreuses which cannot be accommodated in or adjacent to town centres;recognise that residential development can play an important role inensuring the vitality of centres and set out policies to encourageresidential development on appropriate sites; andwhere town centres are in decline, local planning authorities shouldplan positively for their future to encourage economic activity.5.10 The London Plan (2011) identifies White City as an Opportunity Area(WCOA) and allocates Shepherds Bush as a Metropolitan Town Centre andas part of it’s strategic policy direction states ‘…..Development shouldpromote the vitality of the town centre, particularly in the Shepherds BushMarket Area, and complement the viability of other west and central Londoncentres. The London Plan also seeks to ensure that proposals achieve theoptimum intensity of use that remains compatible with the local context and iswell served by public transport.5.11 The Market is designated within the Core Strategy as a Strategic Site (WhiteCity Opportunity Area 3 (WCOA 3) - Shepherds Bush Market and adjacentland). It also forms the western boundary of the Shepherd’s Bush TownCentre as designated in the Core Strategy.5.12 The Core Strategy states that the regeneration of the Shepherd’s BushMarket is a priority which will improve the attraction of Shepherd’s Bush TownCentre and act as a catalyst to further integration of the Westfield centre withthe older part of the Town Centre. The Core Strategy envisages that thereinvigoration of the market will help to revive the economic and culturalhealth of the Town Centre and position the market as a major attraction in thearea.5.13 The White City Opportunity Area policy encourages the regeneration of theMarket area so that it provides an enhanced focus and destination in thewestern part of the Town Centre.5.14 The Core Strategy site policy states that the Market is an important anddistinctive part of the town centre’s offer. It attracts trade from a wide areaand nearly a quarter of shoppers in Shepherd’s Bush visit the town centre tobuy specialist ethnic food products and 8% to specifically visit the Market.5.15 The Council considers that if the market is to continue as an important featureit requires improvement. This will not only ensure the long term viability of themarket, but also contribute to the regeneration of Shepherd’s Bush towncentre.5.16 The Strategic Site policy also outlines that the regeneration of the market andother adjacent land should create a vibrant mixed-use Town Centre10Page 70