Part Two: Centres and Site Allocations (Regulation 19)

1. Brierley Hill Strategic Centre

Introduction

1.1 This chapter sets out how Brierley Hill Strategic Centre will develop and change over the plan period. A vision for Brierley Hill is set out which will be delivered through the Local Plan polices and site allocations up to 2041.

1.2 Brierley Hill Strategic Centre lies within Regeneration Corridor Two, which covers Dudley, Brierley Hill, and Stourbridge and includes the proposed new Metro line route. This network will provide first class access to the rest of the Black Country and to Birmingham. The Local Plan expects that development in this corridor will focus on high-quality housing in and around the market town centres of Dudley and Stourbridge and the Strategic Centre of Brierley Hill, whilst preserving and enhancing the historic features and heritage assets within each centre. It is also intended that the corridor will have excellent green infrastructure through enhanced green spaces and parks, increased tree cover, and better links to Saltwells and Fens Pool Nature Reserves.

The Brierley Hill Town Centre Inset Plan Boundary

1.3 This inset chapter covers Brierley Hill Town Centre and its Conservation Area and also encompasses Merry Hill Shopping Centre and its surrounding area. A wider area than the designated town centre boundary has been identified to include a number of adjoining areas where there are opportunities for new growth or redevelopment as well as including areas of open space to increase access and connectivity to these areas, including Chapel Street Housing Estate, The Delph Locks Conservation Area, Saltwells Wood and Northmoor Industrial Estate.

Vision and Objectives Comment

1.4 The vision is underpinned by the following specific objectives for Brierley Hill Strategic Centre:

1. To enable Brierley Hill Strategic Centre to be more than a shopping destination with an emphasis on providing for the delivery of:
   • New development centred around the proposed new transport infrastructure,
   • The introduction of new high-quality, well-being enhancing and child-friendly housing environments
   • The creation and enhancement of well-linked community, leisure and recreation spaces
   • The consolidation of office uses
   • The diversification of land uses within the centres
2. To make full use of the place shaping opportunities presented by:
   • The green and blue infrastructure
   • The creation of an effective pedestrian link between the Merry Hill Centre and Brierley Hill High Street
   • The proposed Midland Metro and its stations
   • Improvements to the High Street
3. Addressing the design challenges posed by:
   • Pedestrian/ cycle linkages, and wildlife corridors
   • Integrating Merry Hill Shopping Centre better into the surrounding urban environment.
   • The repurposing of existing buildings and sites to deliver new high-quality homes and where appropriate introducing new high-density housing
   • The introduction of sustainable measures
   • Significantly increasing the number of trees, tree canopy cover and biodiversity and nature recovery networks within the plan area
   • Requiring measures which help prevent and/or mitigate for climate change.

Policies

Brierley Hill Strategic Centre – Preferred Uses

Town Centre and Town Centre Core Area

1.4 Policy DLP24 sets out the general approach to town centre development within the Borough, including appropriate uses. This section elaborates on this by providing specific policies relevant to Brierley Hill Strategic Centre.

Justification

1.5 The strategic centre (including Merry Hill Shopping Centre) will remain an important focus for day-to-day shopping and a range of other town centre uses, such as offices, leisure and cultural facilities. As recognised in the local plan, in view of the changing nature of town centres and changes to shopping habits, such as an increased move to online shopping, there is a need to diversify in terms of uses that promote and encourage their vitality and viability. This includes the important role that residential developments and leisure and entertainment roles can play in supporting the vitality and viability of centres.

1.6 Within Brierley Hill Strategic Centre, the contracted Strategic Centre Boundary encompasses the centres at Brierley Hill High Street and Merry Hill, the areas of land in-between these centres, and the Waterfront. The land between the centres of Brierley Hill High Street and the Merry Hill Centre is included within the town centre boundary to allow for the expansion of main town centre uses, as well as in-centre residential. As well as to enable opportunities for growth in these areas, and better connectivity between the existing centres.

1.7 The Black Country Centres Study forecast that for Brierley Hill there is limited growth in convenience retail floorspace (445sqm) and no growth forecast for comparison retail. Therefore, there is no requirement to identify and allocate sites for future retail development and this also supports diversification within the centre.

1.8 Alongside this the changes to the Use Class Order (2020) which introduced the 'E' Use-Class, means that retail uses are now able to more freely change to other uses (i.e. without the need for planning permission). Whilst this enables town centres to become more flexible and responsive to changes, it does mean that it is now more difficult to manage the loss of retail and some other more traditional town centre uses.

1.9 Nevertheless, in line with national planning policy it remains important to identify The Town Centre Core Area (formerly known as the Primary Shopping Area) for the key purposes of identifying whether a retail development proposal constitutes edge-of or out-of-centre development. It is recognised that there is likely to be a diversification of uses within the Town Centre Core Area, however any new proposals for retail development will still be directed towards it in the first instance.

1.10 Due to the nature of Brierley Hill Strategic Centre, there are two separate Town Centre Core Areas. One covers Brierley Hill High Street, which represents the traditional High Street. The other covers Merry Hill Shopping Centre, including the commercial units on Station Drive. Both areas are important to the vitality and viability of the wider Brierley Hill Strategic Centre.

Design and Public Realm

Design

1.11 Local Plan Policy DLP4 provides the overarching context for considering design quality. Regard should also be had to policies for the historic environment. This section sets out those characteristics of the most importance to the Brierley Hill Strategic Centre Inset Plan area and town centre specific policies.

Justification

1.12 Views and landmarks within Brierley Hill help people find their way around the Town Centre and create variety and interest to the townscape that reinforces its sense of place and gives local identity. Having an understanding and appreciation of the landmarks, views, vistas and gateways of the town will help prevent the erection of out of scale, poorly designed or sited buildings and structures within particular sight-lines around the town.

1.13 The 'Landmarks, Views, Vistas and gateways' plan (Figure1.1) illustrates an urban design appraisal of views, vistas, features and gateways both at the local and strategic level that positively contribute to the legibility of the town. Historically significant strategic landmarks such as St Michael's Church (SLP1) and panoramic views such as PV4 overlooking Dudley No.1 Canal/Delph Nine Locks are included. Where new development is likely to have an impact on an identified view or landmark, accurate visual representation of changes to the view will be required. Careful consideration will need to be paid to building materials and finishes, skylines and silhouettes.

Figure 1.1: Brierley Hill Landmarks, Views, Vistas and Gateways Plan

Public Realm

1.14 The town's character is greatly influenced by its public realm, with some locations in need of upgrading. Public open spaces provide a focus for community activity and form connections within the Strategic Centre.

Justification

1.15 'Public realm' can be defined as all areas that the public have access to, including streets, squares, and open spaces. It is considered necessary to introduce greenery into the towns' urban environment and resolve the competing needs of vehicles and pedestrians moving through the town centre. The quality of the public realm encountered, along with signage and legibility for visitors to understand and enjoy, is an important part in the role of the strategic centre.

1.16 Key design principles for the public realm include:

• Quality of the Public Realm: increase the adaptability of spaces for future use; create legible spaces and routes that add to the 'sense of place' of an area; relate public spaces to surrounding buildings and vice-versa; introduce diversity; and improve continuity and enclosure.
• Active Frontages: a common building line creates continuity of frontage and provides definition and enclosure to the public realm. Minimising set back distances increases the ability of a building to interact with the public realm. In areas such as Brierley Hill High Street, buildings should be built adjacent to the pavement.

1.17 Passive, active, and incidental open spaces play a significant role in urban design. These different types of open spaces within Brierley Hill are crucial for creating liveable and vibrant communities. Passive spaces offer moments of tranquillity and respite, active spaces promote physical well-being and social interaction, and incidental spaces provide opportunities for leisure and engagement. Improving pedestrian links in Brierley Hill should take account of safety, accessibility, aesthetics, and the overall urban experience.

1.18 Within the town centre, the High Street forms a key central focus and major area of public realm which has been delivered through the High Street Heritage Action Zone and Future High Street project. New paving, street trees, and new street furniture have been installed, a new 'Link space' has been created between the High Street and Little Cottage Street as well as major enhancements undertaken to the Brierley Hill War Memorial and the Civic Hall Green. There are further opportunities for public realm improvements for the area, for example, to the area identified for the future Midland Metro terminus Also of particular significance is the opportunity for improved east to west pedestrian connections across the centre, linking Brierley Hill High Street with Asda, the canal, Merry Hill Centre and Saltwells.

1.19 Where appropriate, street trees will be required along public thoroughfares, within public spaces and in new developments. This will include new public streets or spaces created within developments or where a development fronts or joins a public thoroughfare and public space. In such circumstances the incorporation of street trees must be considered at the design stage of the development to ensure there is adequate rooting area to avoid future nuisance and that street trees are co-ordinated with the overall streetscape. Street tree planting should take into account overhanging branches, traffic safety, underground and overhead services.

Figure 1.2: Brierley Hill Legibility and Public Realm Plan

Green Infrastructure

Justification

1.20 Brierley Hill and its surrounds contain a rich diversity of wildlife, much of which is directly attributed to its industrial past. The Dudley Canal works its way through the area in a general north to south direction providing a valuable ecological/recreation corridor. The remnants of the no longer navigable Pensnett Branch Canal form an undisturbed waterbody with heavily wooded margins. Just outside the inset plan boundary, rich veins of underlying natural resources such as coal, fireclays and ironstones were heavily mined at Saltwells National Nature Reserve (NNR) and Buckpool and Fens Pool Local Nature Reserve (LNR), both of which have, over time, been reclaimed by wildlife. Saltwells NNR forms part of the Black Country Global Geopark as a Geosite with three Sites of Special Scientific Interest, two of them being geological. The site is heavily wooded and is species rich with locally rare fauna and flora. These wildlife rich sites and the avenues for movement of species between them need to be protected and enhanced within the wider landscape context of all new development to combat the combined challenges of climate change and past habitat fragmentation.

Tree planting

1.21 While the Strategic Centre is heavily urbanised, there is a 17.2 % canopy cover within the Brierley Hill Ward^[1]. This figure is slightly above that of 16% canopy coverage for urban areas within the UK, however, falls below the average for the borough of 18.2%.             

1.22 The benefits of having more trees include combatting potential future problems with flooding, air pollution and reducing the heat island effect. It is considered that every new development should incorporate trees and, where appropriate, include the creation of hedgerows (for boundary treatment), woodland, meadows and ponds, including natural Sustainable Drainage Systems. These measures can play a significant part in reducing the impact of climate change and reducing air pollution, as well as providing an uplift in biodiversity and creating valuable habitats. If a site is located within an important strategic location, such as adjacent to a wildlife corridor, wildlife friendly landscaping (including green roofs) should form a significant important element of the scheme.

1.23 The lack of green spaces and parks in the centre has been identified as an issue. A target number of new trees to be planted within the Inset Plan boundary during the plan period is considered an effective way of making a significant contribution towards the greening of Brierley Hill. However, it is recognised that new tree planting would need to be carried out in a structured and planned way so as for instance to create wildlife corridors and other open space networks as well as greening footpaths, cycleways and roads (as boulevards).

1.24 It is proposed to have a target of 5000 new trees to be planted within the plan area over the plan period. This is as this figure approximately represents 1 tree for every resident currently under 20 years of age and living within the Brierley Hill Ward ^[2] .

Wildlife Corridors

1.25 To ensure that essential connections are made between key green spaces it is necessary to identify the wildlife network. This will create a vibrant network of local wildlife sites, linked by corridors which enable wildlife to thrive and move freely through the area and out into the wider environment. Wildlife Corridors have been identified on the Brierley Hill Strategic Centre Inset Policies Map.

1.26 The Wildlife Corridor network provides a series of pathways, some of which exist and others which will require creation habitat creation (such as along areas of the Pedmore Road and Harts Hill). They are designated to provide efficient routes which would allow species to move between Fens Pool and Saltwells. This strategic network will provide the focus for biodiversity enhancements, including through Biodiversity Net Gain measures and through the Local Nature Recovery Network where appropriate.             

1.27 The specifications for each section of the Wildlife Corridors would be based on its position in the network and the habitats required for the relevant species. The routes have been designated to accommodate the requirements of both aquatic and terrestrial species.             

1.28 The corridors are required to be a minimum of 10 metres in width combined with wider bays of suitable habitat and other larger wildlife sites at frequent intervals to provide space for suitable landscaping design and habitat for the area's key species. Canal based corridors, due to their character, will need to be wider than 10 metres. Breaks along the corridor must be minimised and connectivity increased if they are to function effectively. Existing roads will create significant obstacles to certain species, such as Great Crested Newts, and actions to reduce these barrier effects should be carried out over time and measures put in place that may aid their movement such as Newt grids.

Saltwells Nature Reserve

1.29 Brierley Hill has a lack of green open space, yet nearby Saltwells Nature Reserve, designated as both a National and Local Nature Reserve is one of the UK's largest urban nature reserves, covering 100 Ha (247 acres). The nearest part of Saltwells Nature Reserve to the Merry Hill Centre has been incorporated within the Inset Plan boundary.             

1.30 Currently the heavily trafficked Pedmore Road (A4036) restricts the movement of pedestrians between the Merry Hill Centre and Saltwells Wood. Despite having a long frontage to Pedmore Road, the pedestrian access into Saltwells Wood goes largely unnoticed. To give the site more of a presence along Pedmore Road, it is proposed that a prominent entrance feature is created, and a clearer route created to encourage pedestrian movement between the nature reserve and the Merry Hill Centre. This will enable the nature reserve to be the main area of open space within the Strategic Centre, as a unique central park with significant nature conservation and heritage assets.

1.31 Associated with this feature, there is scope to enhance the pedestrian crossing across Pedmore Road as well as providing a landscaped area on the western side of this route. The potential to realign and accommodate the footway on the eastern side of the carriageway through to the Saltwells Wood would be welcomed, to increase pedestrian movement and accessibility.

Fens Pool Nature Reserve and Special Area of Conservation (SAC)

1.32 Fens Pool Nature Reserve is located to the north-west of the inset plan boundary, opportunities exist to enhance the connection between the two nationally/internationally recognised nature conservations sites of Fens Pool and Saltwells Nature Reserve, through the creation of green infrastructure improvements and wildlife corridors.

Brierley Hill High Street

1.33 Dudley has been successful in securing funds via the High Streets Heritage Action Zones (HAZ) scheme, which aims to find ways to champion and revive our historic high streets. Administered by Historic England and partnered with Dudley Council, projects are particularly centred on improvements to the historic urban fabric located within the Brierley Hill High Street Conservation Area.

1.34 The High Street itself is relatively lacking in vegetation and as such it has a rather harsh urban appearance. Opportunities exist therefore to build upon the regeneration potential of the High Street HAZ by making improvements to the public realm here.             

1.35 Traffic along the High Street is two-way with laybys for parking on the western side. Opportunities should be explored to adjust parking bays in order to provide opportunities for tree planting, to help create an attractive avenue of trees along the High Street. This would also be beneficial for air quality locally and for carbon capture. An attractive High Street has the potential to encourage more shoppers, and therefore increase the vitality of this part of the centre.

Historic Environment

1.36 The historic environment and heritage assets of Brierley Hill are to be protected, conserved and enhanced. This section sets out those characteristics of the most importance to the Brierley Hill Inset Plan area and town centre specific policies.

Justification

1.37 The historic importance of Brierley Hill is recognised as a major asset in delivering regeneration and enhancing the town centre as more attractive, engaging and vibrant place for people to live, work and spend time. The name Brierley Hill derives from the Old English word 'brer', meaning the place where the Briar Rose grew; 'leah', meaning a woodland clearing; and 'hill'. Originally established as a settlement in the woodland of Pensnett Chase, it began expanding rapidly following the Chase's enclosure in 1784 and the construction of the canal in 1776-9.

1.38 At the beginning of the 19th century the area had become heavily industrialised with a number of quarries, collieries, brick, glass, and iron works emerging. Major employers in the town in the 19th century included: the Round Oak Ironworks and later Steelworks, founded in the 1850s; Royal Brierley Crystal, one of the oldest and most prestigious names in British Glassware; Harris and Pearson brick makers; and Marsh and Baxter's, famous for curing ham and bacon and being major producers of sausages and pork pies, and more recently known about thanks to the Black Country Living Museum 'Forging Ahead' programme.             

1.39 Located within the centre of Brierley Hill is the Brierley Hill High Street Conservation Area and located just to the south is the Delph Nine Locks Conservation Area. There are a number of statutory Listed Buildings, such as the Grade II Listed St Michaels Church, Brierley Hill War Memorial, Brierley Hill former Technical Institute and Library, the former Royal Brierley Crystal Glassworks and the scheduled remains in Saltwells. There are also various non-designated heritage assets such as the Marsh Park Archaeological Priority Area (APA), the Adelaide Street Triangle Area of High Historic Townscape Value (AHHTV), Saltwells Area of High Historic Landscape Value (AHHLV) and Geosite, as well as individually significant buildings and structures such as the Locally Listed St Mary's Catholic Church, Brierley Hill Market, and Brierley Hill Civic Hall.              

1.40 The 'Brierley Hill Urban Historic Landscape Characterisation' (UHLC) provides the evidence base to inform an understanding of the town's historic character. This evidence has been used when considering how new development proposals and the enhancement of existing townscapes and landscapes should respect Brierley Hill's character.

1.41 The boundary of the UHLC study area is not contiguous with that for the Inset Plan but spreads wider in order to more fully capture the historic extent of Brierley Hill and to include its associated hinterland. The study describes the historical development of Brierley Hill and identifies ten Historic Townscape Character Zones within the Town Centre and beyond. Each character zone was individually assessed and provided a summary description of its townscape, architectural and historic character and archaeological potential. These are:

1. The High Street (BHCZ1)
2. Area of modern and late 20th century industrial and commercial development (BHCZ2)
3. The Delph and historic canal side (BHCZ3)
4. Mid-20th century high-rise development (BHCZ4)
5. St Michael's Church, Marsh Park and mixed housing development (BHCZ5)
6. Mid-20th century low-rise middle class housing development (BHCZ6)
7. Late 19th and early 20th century terraced housing development (BHCZ7)
8. Modern town centre shopping and recreation development (BHCZ8)
9. Merry Hill Shopping Centre (BHCZ9)
10. Harts Hill (BHCZ10).

Figure 1.3: Brierley Hill UHLC Boundary and Character Zones

Justification

1.42 The Brierley Hill High Street Conservation Area was designated on the 12^th March 2009, due to it forming a significant part of the mid-18^th to early 19^th century development of the borough and due to the group value of surviving historic buildings. The conservation area is focused along the High Street, with the extent of the conservation area being determined by the extent of the historic town centre and the survival of historically significant buildings and spaces.

1.43 In 2009 a Conservation Area Character Appraisal and Management Plan was published for Brierley Hill setting out the various features which give the Brierley Hill High Street Conservation Area its special architectural and historic interest. The appraisal identifies six separate character areas within the Conservation Area, these being: the Civic Centre, The High Street, St Michael's Church and the surrounding main street frontages; Marsh Park and Seager's Lane; Albion Street and Talbot Street; and Bell Street. Despite these areas having individual characters, together they provide the Brierley Hill High Street Conservation Area its significance. The appraisal also identifies a number of issues that negatively impact on the Conservation area and explains why it has been identified by Historic England to be a 'Conservation Area at Risk".

1.44 In 2019 the High Street Heritage Action Zone Programme (HSHAZ) was established. It is a nationwide initiative funded by the Government and run by Historic England designed to secure lasting improvements to historic high streets. In 2019 Brierley Hill High Street was selected as one of 68 High Streets across England to receive a share of the fund following the submission of a successful bid by the Council. A significant part of the evidence which helped to underpin the bid and the programme of projects contained within it, related to the key issues affecting the Brierley Hill High Street Conservation Area as well as the CACA designations.

1.45 The Delph 'Nine' Locks Conservation Area was designated in February 1976 and then updated again in April 2007. The canal Conservation Area marks the beginning of the Dudley Canal and the navigation link between the West Midlands and the West of England. It was built as a flight of nine locks on the Dudley No.1 Canal by Thomas Dadford Senior between 1776-79. The canal-side buildings include the Grade II listed Delph stables, which were built between 1900-1914 to house up to 14 horses. The Conservation Area forms part of the Brierley Hill UHLC study, identified as Character Zone 3: The Delph and historic canal side. In 2007 a Conservation Area Character Appraisal and Management Plan was prepared for the Delph 'Nine' Locks Conservation Area.

Sustainable Transport and Active Travel

1.46 Local Plan Policies DLP67-DLP74 provide the strategic transport policies for the Borough. This section sets out key priorities for Brierley Hill Strategic Centre.

Justification

1.47 Brierley Hill is the Strategic Centre in the borough providing a range of housing, leisure, tourism, and employment opportunities, but further growth requires improvements to public transport, cycling, and walking networks whilst facilitating opportunities for emerging innovations i.e., micro mobility, such as bicycles, e-bikes, and electric scooters.             

1.48 Currently bus provision in Brierley Hill town centre is managed as follows:

• On road stops serving Brierley Hill High Street
• Merry Hill Bus Station serving the shopping centre
• On road stops serving The Waterfront complex

1.49 The High Street stops and shelters have been improved as part of the Brierley Hill Future High Street public realm improvements and provide good direct access to the High Street retail core. However, the public transport/bus offer linking the three areas within the centre (mentioned above) requires improved bus service co-ordination. This will improve the customer experience, improve operational efficiency, and provide high quality bus access into and within Brierley Hill.             

1.50 Given that Brierley Hill Town Centre has no direct access to the national rail network (with Cradley and Stourbridge Stations currently the closest options), the forthcoming Metro will have a key role in enhancing the accessibility for people travelling to and from Brierley Hill Town Centre. In Dudley Borough, the proposed Metro line provides a link from Castle Hill in Dudley Town Centre and then continues west towards Brierley Hill. The Metro will also provide the borough with a connection to the national rail network at Dudley Port.

1.51 There is a need to continue to safeguard the route, proposed metro stops including the terminus at Cottage Street, Brierley Hill as it remains under development and to enable future development sites within the town centre to reflect and complement the new Metro line (supporting economic regeneration and growth).

1.52 Effective management of the Key Route Network (KRN) and its links to the Strategic Road Network (SRN) are integral in supporting increased investment and regeneration in and around Brierley Hill Town Centre. Maintaining and improving the efficiency of the local road network will benefit commuters, visitors and public transport users by reducing congestion and providing more reliable journey times into and out of Brierley Hill. Major Network Scheme improvements, including those to the A461 corridor, are part of this management.

1.53 A 20mph speed limit covering the retail core of the High Street area of Brierley Hill has been implemented as part of the Brierley Hill Future High Street Fund public realm works. Potential expansion of this reduced speed limit would align with national policy which places vulnerable road users at the top of the hierarchy by providing safer and enhanced environments for pedestrians and cyclists. Furthermore, complementary traffic management measures, including improved pedestrian crossing facilities along primary thoroughfares, would be incorporated into this 20mph zone scheme.              

1.54 Brierley Hill Centre sits alongside the Sustrans National Cycle Network (NCN) Route 54 (Derby to Stourport), which links to Dudley to the northeast and Stourbridge to the southwest. Improved connectivity to NCN Route 54 is crucial to maximise active travel opportunities. Improved connectivity between Brierley Hill High Street and Merry Hill Shopping Centre supports the west-east link and also reinforces the NCN 54 link via the Daniels Wharf Priority Site. The proposed metro terminus and associated works provides opportunities for links to the Daniels Wharf Priority Site.             

1.55 Essentially a 'hub and spoke' ethos will be developed in Brierley Hill Centre where placemaking efforts will be supported by a network of sustainable transport links to the KRN, SRN and the National Rail Network, whilst also promoting accessibility to other local centres to raise Brierley Hill's offer to its businesses, residents and visitors.             

Figure 1.4: Brierley Hill Transport and Movement Plan

Brierley Hill Inset Site Allocations

1.56 A number of sites have been identified within the Brierley Hill Strategic Centre which are appropriate for residential developments. Residential living within centres can increase the vitality of an area and provide natural surveillance outside of normal business hours. Providing in-centre living within Brierley Hill Strategic Centre can increase the viability of the centre and provides a sustainable location due to public transport connections and increased opportunities for walking and cycling.

Justification

1.57 As Brierley Hill is the Strategic Centre within Dudley and contains existing and proposed improved public transport stops, under the overarching aim of making the efficient use of brownfield land for sustainable housing development, Brierley Hill is expected to have a strong role in providing new housing within the Strategic Centre.

1.58 On this basis, and as evidenced in the Dudley Urban Capacity Report, it is appropriate to set a target figure of 1,550 new houses to be delivered by 2041.

1.59 New housing sites have been identified within the Inset Plan area to meet this need for housing growth, particularly on sites which are sustainably located such as those sites located close to the Midland Metro line and its stops. New housing development within walking distance of the Metro stops or bus routes serving the stops, would create highly sustainable forms of development.             

1.60 In order to create sustainable communities, there is a recognised need to develop high quality housing that meets a range of needs, such as family housing, housing for single person households, the elderly and those unable to compete on the open market.             

1.61 A flexible and creative approach will be needed to provide a mix of dwelling types and tenures at a variety of densities suitable to a Strategic Centre, which is required to accommodate a balanced population. Residential development will be assessed and delivered in accordance with the provision of Policy DLP28 of this plan and will have an appropriate density dependent on the individual site.

Employment and Offices in Brierley Hill

1.62 Four broad areas have been identified to support the continued office and employment uses within Brierley Hill Centre through consolidating these uses into the following four areas and setting appropriate uses for them:

1. Woodside Local Employment Area
2. Waterfront West Office Park
3. Waterfront West Business Park
4. Waterfront East

Justification

1.63 Enterprise Zone status was granted to Dudley MBC for the DY5 Business and Innovation Enterprise Zone (DY5 EZ) in April 2017 for a period of 25 years (until March 2042). The DY5 Enterprise Zone comprises six main areas. Those areas within the plan area comprise:

1. The Waterfront (8.03 Ha) - Existing development of Grade B office space.
2. Archill (17.17 Ha) - undeveloped land comprising current use of surface car parking with some areas currently vacant and not presently in use.
3. Harts Hill (14.79 Ha) - an area dominated by mixed quality industrial buildings in multiple ownerships.
4. Canal Walk (7.02 Ha) - Land beside the canal overlooking the Merry Hill Centre.

1.64 The benefits for a company locating within DY5 EZ include up to £55,000 per year business rate discount over a five-year period. Broad uses were allocated for each of the specified areas within the EZ.

1.65 These uses were reviewed within the DY5 EZ Review particularly focusing on their market attractiveness. In summary, they evidenced that for:

• Offices - nationally there is a trend of occupiers wanting to locate in regional Central Business Districts, moving away from out of town and sub-regional centres. Businesses are gravitating to the large skills markets, hence the current trend towards regional CBD's such as Birmingham and that Dudley as a sub region having delivered no new office space within the last 12 months, with an overall vacancy rate of 4.5%.
• Industrial – there is demand for sites and premises for large logistics companies, dominated by the fast-growing e-commerce sector. These urban logistics centres need easily accessible by the local road network, close to the population they need to serve and in locations where their 24-hour operations do not cause a nuisance to neighbours.

1.66 However, with regard to offices, the Centres Study identified The Waterfront as remaining a viable office destination, particularly given the benefits associated with that area's inclusion within DY5 EZ.             

1.67 Evidence on market attractiveness, coupled with a lack of recorded new development for offices and industrial uses within Brierley Hill, has led to the some uses being reallocated for alternative uses, including residential. As such, a large housing windfall allowance at the Waterfront has been included in the housing land supply. This will support the need to meet housing growth targets and locate new residential development in sustainable locations.

1.68 Therefore Harts Hill, Land at Waterfront Way and Level Street, and Canal Walk South have been allocated for residential use. However, it is considered that the potential loss of these industrial and office designations within the plan area will be counterbalanced by the following proposed broad locations for primarily the consolidation of the existing office and industrial employment uses:

1. Woodside Local Employment Area
2. Waterfront West Office Park
3. Waterfront West Business Park
4. Waterfront East

Brierley Hill Inset Site Allocations

1.69 Brierley Hill Inset Plan area contains two of the Borough's 'Priority Sites' at The Embankment / Daniels Land and Land at Waterfront Way and Level Street. Three 'Opportunity Sites' have been identified where redevelopment and regeneration would provide benefits to the centre. The allocated sites do not preclude or diminish the importance of investment or change elsewhere within the centre, they simply reflect the Council's wish to prioritise and progress projects which will have a significant impact and act as a catalyst for wider change.

1.70 In addition, there are several sites identified for residential development within the Inset Plan area. These are identified within Local Plan Policy DLP10 as part of the overall housing land supply as summarised below.

1.71 A policy is provided for each Priority and Opportunity site which identifies acceptable uses. For the Priority sites, key design principles are included within the policy, and these are based on an assessment of land use, access and movement, layout and form, scale and mass, character and appearance, and landscape and public realm.

Table 1.1: Summary of Brierley Hill Allocations

Leisure and Community Zone

1.72 As part of the vision for the plan area, and in order to benefit the health and wellbeing of Brierley Hill residents and strengthen community ties to Brierley Hill, it is proposed to increase leisure and community facilities available.             

1.73 To achieve this, three main community zones have been identified within the Inset Plan as Opportunity Zones. These leisure and community zones we have identified are at:

1. Brierley Hill Civic Core Zone
2. The Waterfront East Entertainment Zone, and
3. The Venture Way Health and Education Zone

Brierley Hill Civic Core

1.74 There are a cluster of existing community uses in close proximity to each other around the northern end of High Street, Talbot Street, Bank Street and Albion Street. It is considered that the area should be consolidated and strengthened as a civic core, to incorporate The Brierley Hill Civic Centre, which additionally serves as a youth centre; The Brierley Hill Police Station; the Storehouse Community Centre; and the Jamia Masjid Rizvia Mosque.             

1.75 This civic core would also complement the recent HAZ funded project within this zone, to enhance the area of public open space in front of the Civic Centre which has been opened up with fencing removed enhancing this area as a community focal point.             

1.76 This area will be designated as a new Opportunity Site and be allocated for community and entertainment uses (F1, F2 (b)) and theatres, venues for live performance, cinemas, concert halls, bingo halls and dance halls (Sui-Generis uses).

The Waterfront East Entertainment Zone

1.77 This area was previously an established and successful area of office development with bars and restaurants around the canal basin. The number of bars and restaurants in the area has since declined but have, however, more recently shown signs of a recovery, with a number of new retail uses being established particularly in ground floor units within Waterfront East. This is likely to have at least partly been influenced by the conversion of the nearby former offices at Point North into 180 flats. The revitalisation of the night-time economy here would also accord with the vision for Brierley Hill.             

1.78 This area is identified as a new Opportunity Site and allocated for appropriate acceptable uses to enable bars and restaurants and small local shops to re-establish within ground floor units at Waterfront East.

The Venture Way Health and Education Zone

1.79 The establishment of the existing Brierley Hill Health and Social Care Centre and the Dudley College Art and Design Centre (Inspired) within close proximity to each other, on the eastern side of Venture Way, provides an opportunity to designate a Health and Education Zone within this part of the Strategic Centre.

1.80 Levelling up fund investment was approved in November 2023 for the development of a new transport technology centre by Dudley College. This will provide training and maintenance of hybrid and electric engine systems, as well as a workshop for research into new engine technologies.

1.81 The Buddhist Temple and The Poplars (Dudley Health Priority Trust) Centre are also within this area. It includes the currently vacant areas of land adjoining the College building through which the Metro line is proposed, with any residual land left over after the line is implemented used for an expansion of the college facilities or a similar, complementary use, and landscaping.

Evidence

• Responses to the BCP Draft Plan consultation (2021)
• Black Country Centre Study (2020) and Update (2021)
• Responses to Brierley Hill Plan Issues and Options consultation (2022)
• Black Country Historic Landscape Characterisation (2010)
• Black Country Historic Landscape Characterisation Study (2019)
• Borough-Wide Urban Historic Landscape Characterisation Study
• Historic Environment Supplementary Planning Document (2017)
• Historic Landscape Characterisation for Brierley Hill
• Brierley Hill High Street Character Appraisal (2009)
• Delph Nine Locks Character Appraisal (2007)
• Dudley People's Panel - feedback on Brierley Hill town centre (2019)
• Historic Environment Record (HER)
• National Design Guide
• Historic England Good Practice Advice Notes (GPAs) and Historic England Advice Notes (HEANs)

Delivery

• Historic Landscape Characterisation documents
• Adopted Conservation Area Character Appraisals
• Development Management process including Design and Access Statements and Statements of Heritage Significance
• Supplementary Planning Documents
• A regularly updated and maintained Historic Environment Record (HER).

Monitoring

Table 1.2: Brierley Hill Monitoring Indicators

Figure 1.5: Brierley Hill Inset Plan

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