Part Two: Centres and Site Allocations (Regulation 18)

Support

Representation ID: 503

Received: 22/12/2023

Respondent: Sovereign Centros

Agent: Williams Gallagher

Support the Strategic Centre Boundary and Town Centre Core Area boundaries as identified on the
Brierley Hill Strategic Centre Inset Policies Map. Query however as to why the Odeon cinema site is to be
excluded from the Core Area, noting it forms an intrinsic part of the Merry Hill complex and efforts have
been made to improve linkages between this site and the wider shopping centre complex (note recent
applications for full planning permission and advertisement consent which relate specifically to this
objective (Applications Refs: P23/0234 and P23/0235 respectively).
Support Bullet 3 of the draft Policy which makes clear that the diversification and re-purposing of Brierley
Hill Strategic Centre will be supported by approving development which enhances the viability and vitality
of the centre. This is subject to the proposed use being appropriate to its location within the Strategic
Centre and in accordance with draft Policy DLP24 (note our comments above in respect of this draft
Policy).
Allied to the above, we note and welcome the findings of the Black Country Centres Study which
concluded that “although retail will remain a key part of their overall offer, vitality and viability, helping to
generate trips, footfall and spend, it is critical that the strategic policies in the Black Country Plan are
supported by policies and strategies developed for each centre (such as through tier-two plans) to help
promote greater flexibility and diversity, so that they can respond more effectively and rapidly to future
trends”.

Support

Representation ID: 508

Received: 22/12/2023

Respondent: Sovereign Centros

Agent: Williams Gallagher

DLP Part 1 - Table 5.2
Support in principle for the vision for Brierly Hill Strategic Centre 2041, including the aspiration for the Centre to be more than a shopping destination, including benefiting from a revitalised night-time economy and family orientated leisure facilities and having a greater residential population.

Support

Representation ID: 509

Received: 22/12/2023

Respondent: Sovereign Centros

Agent: Williams Gallagher

Part 2 DLPBHPS2:
Support the allocation of The Embankment / Daniels Land but as per previous representations in
connection with the draft AAP (now abandoned), request greater flexibility as to types of uses that
would be permissible to come forward in this location. Indeed, whilst the encouragement of an
expanded residential community within and around the Strategic Centre is supported to facilitate
balanced and mixed communities, this should not be at the expense of other uses that have the
potential to support and enhance the commercial function of the Strategic Centre (including
meanwhile / temporary uses). This site has failed to come forward for redevelopment despite having
been identified in the current Area Action Plan for Brierley Hill. In brief therefore, an alternative land
use strategy may be necessary as it is not guaranteed that this site will represent a viable
proposition for the delivery of residential uses across the lifetime of the emerging Plan.

Recommend additional wording to policy as follows: "In the event that proposals for residential development are not deliverable then an alternative use that supports and enhances the commercial
function of the Strategic Centre and supports the overarching objectives of the Plan will be encouraged. This alternative use will need to have regard to and adhere to the remaining policies of
this Plan".