retail_town_centre_study

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					                      SOUTH BUCKS DISTRICT COUNCIL

                      CHILTERN DISTRICT COUNCIL

                      JOINT RETAIL/TOWN CENTRE
                      STUDY




                      FINAL REPORT




                      December 2007


                      Nathaniel Lichfield & Partners Ltd
                      14 Regent’s Wharf
                      All Saints Street
                      London N1 9RL
Offices also in:
                      T 020 7837 4477
Cardiff
                      F 020 7837 2277
Manchester
                      london@nlpplanning.com
Newcastle upon Tyne
                      www.nlpplanning.com
CONTENTS

GLOSSARY OF TERMS

EXECUTIVE SUMMARY

1.0     INTRODUCTION.......................................................................................................... 1
        The Study..................................................................................................................... 1
        Content of the Report................................................................................................... 1
2.0     PLANNING POLICY CONTEXT.................................................................................. 2
        National Policy ............................................................................................................. 2
        Regional Planning Guidance ....................................................................................... 8
        Buckinghamshire County Structure Plan 1991-2011 (March 1996)........................... 12
        Local Planning Context .............................................................................................. 13
3.0     HOUSEHOLD SURVEY & STAKEHOLDER CONSULTATION............................... 20
        Survey Structure ........................................................................................................ 20
        Food and Grocery Shopping ...................................................................................... 21
        Non-Food Shopping ................................................................................................... 23
        Improvements to Town Centres ................................................................................. 26
        Leisure Activities ........................................................................................................ 28
        Key Messages from the Household Survey Results .................................................. 30
        Stakeholder Consultations ......................................................................................... 32
4.0     AMERSHAM ON-THE HILL DISTRICT CENTRE HEALTH CHECK ....................... 36
        Introduction ................................................................................................................ 36
        Structure .................................................................................................................... 36
        Role and Position in Retail Hierarchy......................................................................... 36
        Mix of Uses and Occupier Representation................................................................. 38
        Supply of Commercial Premises and Property Indicators.......................................... 42
        Accessibility and Movement....................................................................................... 44
        Environmental Quality ................................................................................................ 47
        Summary of Amersham-on-the-Hill’s Strengths and Weaknesses ............................ 49
5.0     CHALFONT ST PETER DISTRICT CENTRE HEALTH CHECK .............................. 52
        Introduction ................................................................................................................ 52
        Structure .................................................................................................................... 52
        Role and Position in Retail Hierarchy......................................................................... 52
        Mix of Uses and Occupier Representation................................................................. 54
        The Supply of Commercial Premises and Property Indicators................................... 58
        Accessibility and Movement....................................................................................... 58
        Environmental Quality ................................................................................................ 60
        Summary of Chalfont St Peter District Centre’s Strengths and Weaknesses ............ 62
6.0     CHESHAM DISTRICT CENTRE HEALTH CHECK .................................................. 65
        Introduction ................................................................................................................ 65
        Structure .................................................................................................................... 65
        Role and Position in Retail Hierarchy......................................................................... 65
        Mix of Uses and Occupier Representation................................................................. 67
        Supply of Commercial Premises and Property Indicators.......................................... 71
        Accessibility and Movement....................................................................................... 72
        Environmental Quality ................................................................................................ 74
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        Summary of Chesham District Centre’s Strengths and Weaknesses ........................ 76
7.0     BEACONSFIELD DISTRICT CENTRE HEALTH CHECK ........................................ 78
        Introduction ................................................................................................................ 78
        Structure .................................................................................................................... 78
        Role and position in Retail Hierarchy ......................................................................... 78
        Mix of Uses and Occupier Representation................................................................. 80
        Supply of Commercial Premises and Property Indicators.......................................... 83
        Accessibility and Movement....................................................................................... 85
        Environmental Quality ................................................................................................ 86
        Summary of Beaconsfield District Centre’s Strengths and Weaknesses................... 88
8.0     GERRARDS CROSS DISTRICT CENTRE HEALTH CHECK .................................. 90
        Introduction ................................................................................................................ 90
        Structure .................................................................................................................... 90
        Role and Position in Retail Hierarchy......................................................................... 90
        Mix of Uses and Occupier Representation................................................................. 92
        Supply of Commercial Premises and Property Indicators.......................................... 95
        Accessibility and Movement....................................................................................... 96
        Environmental Quality ................................................................................................ 98
        Summary of Gerrards Cross District Centre’s Strengths and Weaknesses............... 99
9.0     BURNHAM LOCAL CENTRE HEALTH CHECK .................................................... 102
        Introduction .............................................................................................................. 102
        Role and Position in Retail Hierarchy....................................................................... 102
        Mix of Uses and Occupier Representation............................................................... 102
        Supply of Commercial Premises and Property Indicators........................................ 105
        Accessibility and Movement..................................................................................... 106
        Environmental Quality .............................................................................................. 107
        Summary of Burnham Local Centre’s Strengths and Weaknesses ......................... 108
10.0    IVER LOCAL CENTRE HEALTH CHECK .............................................................. 110
        Introduction .............................................................................................................. 110
        Role and position in Retail Hierarchy ....................................................................... 110
        Mix of Uses and Occupier Representation............................................................... 110
        The Supply of Commercial Premises and Property Indicators................................. 113
        Accessibility and Movement..................................................................................... 113
        Environmental Quality .............................................................................................. 114
        Summary of Iver Local Centre’s Strengths and Weaknesses.................................. 115
11.0    LOCAL CENTRES IN CHILTERN DISTRICT ......................................................... 118
        Introduction .............................................................................................................. 118
        Chalfont St. Giles Local Centre................................................................................ 121
        Little Chalfont Local Centre...................................................................................... 129
        Prestwood Local Centre........................................................................................... 132
12.0    LOCAL CENTRES/OTHER SHOPPING AREAS IN SOUTH BUCKS DISTRICT.. 135
        Beaconsfield Old Town ............................................................................................ 135
        Farnham Common Local Centre.............................................................................. 138
        Denham Green ........................................................................................................ 141
        Richings Park ........................................................................................................... 144
        Stoke Poges............................................................................................................. 146
        Taplow, The Bishop Centre ..................................................................................... 146


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13.0    THE QUANTITATIVE CAPACITY FOR NEW RETAIL DEVELOPMENT............... 150
        Introduction .............................................................................................................. 150
        Retail Trends............................................................................................................ 150
        Methodology and Data ............................................................................................. 152
        Population and Spending ......................................................................................... 153
        Existing Retail Floorspace ....................................................................................... 155
        Existing Spending Patterns 2007 ............................................................................. 155
        The Potential Impact of the Growth in Home Shopping ........................................... 159
        Quantitative Capacity for Additional Convenience Floorspace ................................ 160
        Quantitative Capacity for Additional Comparison Floorspace.................................. 164
        Conclusions ............................................................................................................. 168
14.0    THE QUALITATIVE NEED FOR RETAIL DEVELOPMENT ................................... 171
        Introduction .............................................................................................................. 171
        Food and Grocery Shopping .................................................................................... 171
        High Street Comparison Shopping........................................................................... 175
        Occupier Demand .................................................................................................... 179
15.0    THE NEED FOR COMMERCIAL AND OTHER TOWN CENTRE USES................ 182
        Introduction .............................................................................................................. 182
        Leisure Trends ......................................................................................................... 182
        The Potential for Leisure and Entertainment Uses .................................................. 183
        The Cinema Market ................................................................................................. 184
        Demand for Office Space in South Bucks and Chiltern Districts.............................. 197
        Conclusions on Leisure and Other Town Centre Uses ............................................ 200
16.0    SCOPE FOR ACCOMMODATING GROWTH ........................................................ 201
        Floorspace Projections ............................................................................................ 201
        Accommodating Future Growth ............................................................................... 202
        Potential Development Opportunities ...................................................................... 204
        Evaluation of Potential Development Sites in Chiltern District ................................. 205
        Evaluation of Potential Development Sites in South Bucks District ......................... 207
17.0    DEFINING THE NETWORK OF CENTRES ............................................................ 210
        Introduction .............................................................................................................. 210
        Major Shopping Centres in Chiltern, South Bucks and the Surrounding Area......... 210
        The Designation of Shopping Centres ..................................................................... 213
        Defining Centre Boundaries and Retail Frontages................................................... 218
18.0    CONCLUSIONS AND RECOMMENDATIONS ....................................................... 223
        Introduction .............................................................................................................. 223
        Meeting Shopping Needs in Chiltern and South Bucks Districts.............................. 223
        The Need for New Shopping Development in Chiltern District ................................ 224
        The Need for New Shopping Development in South Bucks District......................... 227
        Commercial Leisure Development ........................................................................... 230
        The Role of Shopping Centres................................................................................. 231
        District Centres – Strategic Objectives..................................................................... 233
        Criteria for Assessing Development Proposals........................................................ 239




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Appendices

Appendix A       -          Study Area and Existing Retail Facilities
Appendix B       -          Convenience Retail Assessment
Appendix C       -          Comparison Retail Assessment
Appendix D       -          Operators’ Requirements
Appendix E       -          Major Leisure Provision
Appendix F       -          Household Survey Results
Appendix G       -          Evaluation of Potential Development Sites
Appendix H       -          Retail Capacity Assessment Methodology Statement




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GLOSSARY OF TERMS


BISL                        Business in Sport and Leisure is a major leisure industry association with over
                            100 members including leisure operators and consultants.

Class A1                    Commercial units classed as retail or shop uses within the Use Classes Order.

Class A1 Services           Non-retail uses classed as A1 within the Use Classes Order, such as
                            hairdressers, travel agents and dry cleaners.

Class A2                    Commercial units classed as financial or professional services, for example
                            banks and building societies, within the Use Classes Order.

Class A3/A4/A5              Commercial units classed as food or drink outlets, for example pubs,
                            restaurants and takeaways, within the Use Classes Order.

Convenience Goods           Consumer goods purchased on a regular basis, including food and groceries
                            and cleaning materials.

Comparison Goods            Durable goods such as clothing, household goods, furniture, DIY and
                            electrical goods.

Experian                    A data consultancy who are widely used for retail planning information.

EGI                         Estates Gazette Interactive is a published source of information providing
                            known retail and leisure operators’ space requirements in towns across the
                            country.

Goad Plans                  Town centre plans prepared by Experian, which are based on occupier
                            surveys of over 1,200 town centres across the country.

Gross floorspace            Total external floorspace including exterior walls.

Higher order                Durable goods which tend to be high value, bought on an occasional basis
comparison goods            and/or where customers are most likely to shop around and compare products
                            in different shops e.g. adult fashion items, high value electrical goods,
                            jewellery, furniture etc. Customers are usually prepared to tend to travel
                            further to purchase these items.

Lower order                 Durable goods which tend to be lower value, bought on a regular basis
comparison goods            and/or where customers are less likely to shop around e.g. small household
                            goods, books, pharmaceutical and toiletries. Customers are less likely to
                            travel long distances to purchase these items.

Market share                The proportion of total consumer expenditure within a given area taken
Penetration rate            by a particular town centre or shopping facility.

Multiple traders            National or regional ‘chain store’ retailers.

Net floorspace              Retail floorspace devoted to the sale of goods, excluding storage space.

Zone A Rent                 The annual rental charge per square foot for the first 20 foot depth of a shop
                            unit, which is the most suitable measure for standardising and comparing
                            rental levels.




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        EXECUTIVE SUMMARY


        Purpose of the Study

1.      Nathaniel Lichfield & Partners (NLP) were commissioned by Chiltern District Council
        and South Bucks District Council to prepare a joint town centre, retail and leisure
        study, including an assessment of the main district centres, namely Amersham on the
        Hill, Beaconsfield, Chalfont St Peter, Chesham and Gerrards Cross. The study
        assesses the future need for additional retail, commercial leisure facilities and other
        town centre uses. The study includes:

             a survey of households within the District and parts of neighbouring districts;

             a postal canvas of over 300 national/regional multiple retailers/leisure operators,
             in order to ascertain their potential space requirements in the District; and

             discussions with Council officers and key stakeholders.


        The Household Survey

2.      The key findings of the household survey were:

               Large food stores are the primary destinations for main food shopping and the
               preferred destination for these shopping trips tends to be stores relatively close
               to the respondents’ homes. Residents do not tend to travel significant distances
               for main food shopping (more than 10 minutes drive time). Tesco at Amersham
               Old Town, Sainsbury’s at Beaconsfield and supermarkets in Slough are the
               most popular destinations for main food shopping.

               Over 70% of respondents indicated that they undertook small scale shopping or
               top-up shopping trips in addition to their main food shopping trips. The location
               for top-up shopping trips varied between local shops and large supermarkets.

               Slough was the most popular location for non-food shopping in the study area
               as a whole. The survey results indicate that the study area includes parts of the
               primary shopping areas of four major centres located just outside the study area
               boundary, i.e. Slough, High Wycombe, Uxbridge and Watford. Within South
               Bucks and Chiltern the main non-food shopping destinations are Amersham,
               Beaconsfield and Chesham. Residents within the study area have an extensive
               choice of shopping destinations, and not all of each household’s non-food
               expenditure will be spent at one destination.

               A high proportion of respondents travel by car for both food and non-food
               shopping, and a relatively low proportion use the bus or walk. This reflects the
               rural nature of parts of the study area and high levels of affluence and car
               ownership.

               Many residents would shop more often at their nearest district centre if
               improvements were made, in particular to car parking provision and the choice
               of shops. However, improvements within these centres are unlikely to
               significantly extend each district centre’s primary catchment area.
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               Participation rates for most leisure activities are relatively high within the study
               area, when compared with similar survey results from across the country, e.g.
               for cinemas, theatres, pubs/bars, restaurants and tenpin bowling. However, a
               significant amount of this leisure activity is undertaken at destinations outside
               the study area, with the exception of pubs/bars and restaurants. Popular
               locations for leisure activities are in High Wycombe, Maidenhead, Windsor,
               Slough, Uxbridge and London (West End).

               Overall the survey results indicate that neither District is self-contained in terms
               of comparison non-food shopping or major commercial leisure facilities. Major
               centres surrounding the two Districts attract a significant proportion of shopping
               and leisure trips. The two Districts are more self-contained in terms of food and
               grocery shopping, with a relatively high level of expenditure retention based on
               our experience.

        The Potential for Retail Development

        Convenience Retailing (Food and Grocery)

3.      An assessment of available expenditure and existing shopping patterns suggests that
        convenience goods sales floorspace within the Chiltern District is collectively trading
        about 19% above the expected levels, £22.40 million above average, and the largest
        food stores (Tesco, Sainsbury and Waitrose) appear to be over-trading. In South
        Bucks convenience goods sales floorspace is collectively trading about 23% above
        the expected levels, £22.11 million above average, and again the largest food stores
        (Sainsbury and Waitrose) appear to be over-trading.

4.      In qualitative terms, the District has a good selection of large food stores, supported
        by a range of smaller supermarkets and convenience stores. If the Tesco store in
        Gerrards Cross is implemented then there are no obvious areas of deficiency in main
        and bulk food shopping provision in either District.

5.      There are a number of uncertainties relating to future food store provision, in
        particular implementation of the Tesco store at Gerrards Cross, Waitrose’s proposal
        for a store also in Gerrards Cross and two proposed Tesco Express stores in
        Amersham and Little Chalfont. Until the position on these proposals is confirmed it is
        difficult to accurately predict the future need for convenience sales floorspace in the
        two Districts. On the basis that the three Tesco stores will be implemented, the
        floorspace projections are as follows:

          Town/Location                      Additional Sales Floorspace Sq M Net
                                     Proposals     2007 - 2016     2016 - 2026          Total
                                                                                      2007-2026
          Amersham                        250            50              250             550
          Chesham                          0            1,350            150            1,500
          Chalfont St Peter                0             50              50              100
          Other                           150             0               0              150
          Chiltern Total                  400           1,450            450            2,300
          Beaconsfield                     0            1,200            250            1,450
          Gerrards Cross                 2,000           50              150            2,200
          Sainsbury nr Taplow              0            1,050            150            1,200
          Other                           350             0               0              350
          South Bucks Total              2,350          2,300            550            5,200


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6.     There may also be scope to extend the Sainsbury near Taplow, but any proposals to
       extend this store would need to be viewed in the context of shopping provision in
       Slough. Improvements to food store provision in Burnham could help to relieve the
       high trading performance of this Sainsbury store.

       Comparison Retailing (Non-Food Durable Goods)

7.     An assessment of available expenditure and existing shopping patterns suggest that
       a significant amount of comparison goods expenditure in the study area is spent at
       shopping centres outside the two Districts, and residents have a significant choice of
       shopping destinations e.g. High Wycombe, Hemel Hempstead, Slough, Uxbridge and
       Watford are the main comparison shopping destinations in the sub-region.

8.     Overall comparison retail sales floorspace within the two Districts appears to be
       trading healthily, which is consistent with a relatively low shop vacancy rate within
       most of the main centres.

9.     The strategy should seek to where possible maintain the retention of comparison
       expenditure within the two Districts, but some increased outflow is likely due to major
       development proposals within these larger centres. In order to ensure the retention of
       comparison expenditure within the two Districts, comparison expenditure growth in
       the short to medium term up to 2016 could support about 3,100 sq m net (4,400 sq m
       gross) within Chiltern District as a whole, and 1,900 sq m net (2,800 sq m gross) in
       South Bucks District. The floorspace projections are shown below.


        Town/Location                   Additional Sales Floorspace Sq M Net
                                Commitments   2007 - 2016     2016 - 2026          Total
                                                                                 2007-2026
        Amersham                        0            1,100          1,500          2,600
        Chesham                         0            1,350           750           2,100
        Chalfont St Peter               0             350            550            900
        Other                           0             300            300            600
        Chiltern Total                  0            3,100          3,100          6,200
        Beaconsfield                    0             550           2,600          3,150
        Gerrards Cross                 200            250           1,100          1,550
        Bishop’s Centre                 0             600            850           1,450
        Other                          150            550           1,550          2,250
        S. Bucks Total                 350           1,950          6,100          8,400


10.    The South Bucks floorspace projection includes 600 sq m net (900 sq m gross)
       attributed to The Bishop Centre near Taplow, but this may not be the most
       sequentially appropriate location for development. This floorspace projection cannot
       be transferred to Burnham, Beaconsfield or Gerrards Cross.

11.    If growth trends continue into the longer term there could be considerable scope for
       development up to 2021 and 2026. The long term comparison floorspace projections
       up to 2026 are 6,200 sq net (8,800 sq m gross) within Chiltern District, and 8,000 sq
       m net (11,500 sq m gross) in South Bucks District, of which about 1,400 sq m net
       (2,100 sq m gross) is attributed to the Bishop Centre at Taplow.

12.     In qualitative terms all residents in the two districts have an excellent choice of
       comparison shopping destinations. The large centres surrounding the two Districts
       have an excellent provision of national chain stores. In terms of national comparison
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        multiples, town centres within Chiltern and South Bucks are unlikely to compete with
        these larger surrounding towns. However, the centres in Chiltern and South Bucks
        have a local distinctiveness, e.g. Old Beaconsfield provides a concentration of
        antique shops and Old Amersham has a range of high quality independent
        specialists. High street comparison shops within Chiltern and South Bucks are
        generally characterised by a limited number of multiple retailers selling lower order
        comparison goods e.g. card shops, chemists, children’s clothes and small household
        goods, and independent specialists selling a wide range of goods including clothing,
        furniture, antiques etc.

13.     The gap analysis of the main District centres indicates there is scope to improve
        comparison shopping in all the centres. However, the availability of premises is
        restricted in all centres, and the development of new shop premises will be required
        to improve comparison shopping provision in these centres. New development
        should reflect the local distinctiveness and current role of the centre, in order to
        ensure the centre continues to complement rather than attempting to compete with
        larger centres. Based on our analysis the priorities for the main centres is as follows:

             Amersham on the Hill, Beaconsfield (New Town) and Chesham – a mix of unit
             sizes to attract both chain stores and small independent shops and services;

             Chalfont St Peter, Gerrards Cross, Amersham Old Town, Beaconsfield Old Town
             and Burnham - predominantly small to medium sized units (200 sq gross or
             below) suitable for small independent shops and services.

14.     There are currently only two traditional retail warehouses in the two Districts. The
        existing provision of retail warehouse stores is poor in both Districts. However, there
        is a good provision of retail warehouses in neighbouring authorities. The proximity of
        these retail warehouse facilities in neighbouring towns may restrict the viability of
        larger retail warehouse units within the two Districts. In our view there is no over-
        riding need to identify development sites for large scale retail warehouses within the
        two Districts. However, any retail warehouse proposals that emerge in the future will
        need to be assessed on their individual merits.

        Occupier Demand

15.     Occupier demand was examined using the results of a postal questionnaire sent out
        to over 300 national/regional operators and information from Estates Gazette
        Interactive (EGI) regarding demand from multiple retailers. Both sources showed
        fairly low demand from national/regional multiple retailers. However, shop vacancy
        rates in the Districts’ centres are low, which suggests the demand from small
        independent outlets is stronger, and there is no imbalance between the supply of
        shop units and occupier demand for space. The strategy should seek to provide new
        accommodation suitable for small independent outlets, not just chain stores.

16.     The response rate to the postal questionnaire was relatively low (under 5%) with only
        6 operators identified as having a space requirement in either/both of the two
        Districts.  Amersham was the most popular destination of these operator’s
        requirements, attracting the attention of 4 operators. Two operators had non-location
        specific District-wide requirements, and 8 operators confirmed that they have no
        requirements in either District.


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17.    EGI identified 24 operators with a requirement for floorspace in the two Districts’ main
       towns, but two of these were confirmed as inaccurate by the response to the postal
       questionnaire, and a high proportion were non-retail operators. Most of the
       requirements were non-location specific which suggests that there is no dominant
       centre in terms of operator demand.


      Commercial Leisure and Entertainment Facilities

18.    Both the South Bucks and Chiltern Districts have a limited selection of commercial
       leisure, entertainment and cultural facilities, but this reflects the relatively small and
       dispersed catchment population of the main towns in the Districts. Residents in the
       two Districts have good access to major leisure, entertainment and cultural facilities in
       larger surrounding towns. The two Districts fall within the catchment areas of these
       larger centres, which will limit the potential for commercial leisure and entertainment
       facilities.

19.    There is theoretical scope for a small cinema, bingo club and health club facilities in
       either District, if a higher share of admissions can be achieved. However, we do not
       believe there is an over-riding need to allocate sites for these uses, because
       residents have good access and a choice of these leisure uses in nearby towns. The
       likely operator demand for a new cinema and bingo facility is doubtful due to the
       limited catchment population of the main towns in both Districts.

20.    Future town centre development should provide additional space for these uses as
       well as Class A1 retail. As an average mixed use town centre development schemes
       could include 40% non-Class A1 commercial space, e.g. at least 10% for Class A3 to
       A5 uses and 30% for B1/A2 offices.


      The Hierarchy and Role of Centres

21.    The recommended hierarchy of centres for the District is shown below.

        Status                    Chiltern                            South Bucks
        District Centres          Amersham                            Beaconsfield
                                  Chalfont St Peter                   Gerrards Cross
                                  Chesham
        Local Centres             Amersham Old Town                   Beaconsfield Old Town
                                  Chalfont St Giles                   Burnham
                                  Great Missenden                     Farnham Common
                                  Holmer Green                        Iver
                                  Little Chalfont                     Denham Green
                                  Prestwood

        Local parades             All other small clusters of local   All other small clusters of local
                                  shops                               shops

22.    Development plan policies should continue to seek to concentrate shopping
       development within defined centres and the clear guidance in relation to what type of
       development will be appropriate in each type of centre should be maintained.

23.     The five District Centres (Amersham, Chesham, Chalfont St Peter, Beaconsfield and
        Gerrards Cross) should provide convenience shopping facilities suitable for both
        main/bulk and top-up shopping trips. They should also function as the main
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        comparison shopping destinations in the two authorities and also the main
        destinations for leisure, entertainment and cultural activities.

24.     The strategy should recognise that these centres are unlikely to compete with large
        town centres surrounding the two Districts, in terms of comparison shopping and
        leisure activities. The District Centres should continue to perform a complementary
        role, focusing on their local distinctiveness, i.e. what makes them different when
        compared with High Wycombe, Hemel Hempstead, Slough, Uxbridge and Watford.
        In order to retain the centre’s local distinctiveness, development proposals should
        provide premises suitable for small independent outlets rather than just schemes
        designed to attract chain stores, therefore a range of unit sizes will be required,
        including small units under 200 sq m gross.

25.     Amersham on the Hill is considered to be a healthy vital and viable District centre.
        It has a low vacancy rate and provides a fairly typical mix of retail and services for a
        centre of its size. In terms of local distinctiveness, Amersham on the Hill’s
        environmental quality and shopping experience offer nothing particularly unique and
        there is scope to improve the centre. The provision of environmental improvements
        and redevelopment at the north end of the Centre (top end of Sycamore Road and
        Woodside Road should be considered. Community facilities could also be improved.

26.     Chalfont St Peter is also considered to be a healthy, vital and viable District centre.
        It is a small centre with a more limited range and choice of shops and services than
        other District centres in the two authorities. However, the centre’s village ambience
        and provision of small independent and specialist traders, differentiate it from other
        centres, and this is the centre’s key strength. The strategy for the centre should
        recognise and seek to maintain and enhance the character of the centre. The
        introduction of more chain stores could change the character of the centre. The
        attraction of more independent traders to increase the range and choice of shops and
        services should be encouraged through small scale development.

27.     Chesham is the largest centre in Chiltern District which provides a good range of
        shops and services for a District centre of its size. The centre is attractive with well
        maintained streetscape and period buildings. There are a number of features that
        add to Chesham’s local distinctiveness which enhance its appeal, including the
        quality of the shopping environment and some interesting independent specialist
        outlets. Overall Chesham is considered to be a healthy vital and viable centre. The
        strategy should focus on maintaining the high quality environment in the centre.
        Small and medium scale development opportunities should be promoted to provide a
        mix of premises for both chain shops and independent outlets.

28.     Beaconsfield (New Town) is a reasonably attractive centre with a good mix and
        provision of shops and services. The centre is attractive with well maintained
        streetscape and period buildings. There are a number of features that add to the
        centre’s local distinctiveness which enhance its appeal, including the quality of the
        shopping environment and independent specialist outlets. Overall Beaconsfield is
        considered to be a healthy, vital and viable centre. The strategy should focus on
        maintaining the high quality environment in the centre. Small and medium scale
        development opportunities should be promoted to provide a mix of premises for both
        chain shops and independent outlets.

29.     Gerrards Cross is a fairly typical small market town centre. It has a limited range of
        shops and services reflecting its size and localised catchment area. Overall the
        centre is considered to be vital and viable, but the number of vacant units in
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        peripheral area could be reduced. The centre has a predominance of small
        independent shops and has a village ambience, which adds to the centre’s local
        distinctiveness, and helps to differentiate it from other larger centres, and this is the
        centre’s key strength. The strategy for the centre should recognise and seek to
        maintain and enhance the character of the centre. The attraction of more
        independent traders to increase the range and choice of shops and services should
        be encouraged through small scale development.

30.     Burnham is an attractive and healthy local centre with a village feel and a very good
        range of goods and services. The mix of buildings is similar to other centres in the
        local area; a number of well maintained period buildings interspersed with more
        modern infill. Burnham serves a local catchment, partly due to its close proximity to
        Slough. Small scale development consistent with its role as a local centre should be
        promoted.

31.     Iver is a fairly small, but reasonably attractive local centre with a good range of
        convenience shops. Its provision of comparison shops, however, is quite poor and it
        has no banks/building societies. The centre contains some attractive period buildings
        and a more modern parade of shops.

32.     The Bishop Centre currently has a unique role. There are emerging proposals to
        redevelop and expand the Bishop Centre. It has a very wide catchment area, and a
        high proportion of its trade comes from residents in Maidenhead and Slough. The
        need for further floorspace at the Bishop Centre cannot be viewed in isolation from
        the wider need for comparison floorspace development in Slough and Maidenhead.
        The provision of additional floorspace at the Bishop Centre may not be the most
        sequentially appropriate location to meet the needs of residents in Slough and
        Maidenhead. Alternative locations within Burnham, Maidenhead and Slough would
        need to be considered and the wider need for comparison development in the
        Maidenhead and Slough catchment areas would need to be carefully assessed. This
        study has not considered the need for development or potential sequential sites in
        Maidenhead or Slough.

33.     Within the two District there are designated Local Centres. These centres have a
        more limited range and choice of comparison shopping than the District Centres. The
        future priority for the local centres should be to consolidate and maintain their roles as
        important local centres providing basic food and grocery shopping facilities,
        supported by a limited choice and range of comparison shops selling lower order
        comparison goods (bought on a regular basis) and a range of non-retail services and
        community uses. Core facilities should include convenience stores, post office,
        newsagents and pharmacy.

        Development Opportunities

34.     Development opportunities in Amersham, Chesham and Chalfont St Peter are
        capable of accommodating the comparison/convenience retail floorspace and Class
        A2/A5 projections for the District for the foreseeable future, i.e. about 7,100 sq m
        gross by 2016. There are potential sites that could accommodate this amount of
        development. The priority sites for further investigation in the emerging Site
        Allocations DPD’s are:

             East Building Supplies, Amersham (AM3);
             Sycamore Road/Woodside Road, Amersham (AM4);
             PO Sorting Office, Amersham (AM5);
LON\R11102 - 07 FINAL.doc                                                                   xii
             Red Lion Street, Chesham (CHES1);
             Darvell’s Bakery, Chesham (CHES2);
             Youth Centre, Chesham (CHES3);
             Coal Yard, Chesham (CHES4);
             Library/Ambulance Station, Chalfont St Peter (CHAL1); and
             Verdict Aerospace, Chalfont St Peter (CHAL1).
35.     Opportunities in Beaconsfield and Gerrards Cross may be capable of accommodating
        the comparison/convenience retail floorspace and Class A2/A5 projections for the
        District up to 2016, i.e. about 6,500 sq m gross by 2016, but this would require most
        of the identified opportunities being delivered and the amount of new floorspace
        maximised. The priority sites for further investigation are:

             ATS Euromaster, Beaconsfield (BEA1);
             Revolution Public House, Beaconsfield (BEA2);
             Car Park/Uses on Burkes Road/Gregories Road, Beaconsfield (BEA3);
             AA Fisher/Public Car Park, Gerrards Cross (GER1); and
             Graysheen Garage, Gerrards Cross (GER3).

        Future Strategy Implementation and Monitoring

36.     There are a number of broad areas of possible action the two councils could pursue
        in order to maintain and enhance the role of shopping centres within the Districts, as
        follows:

             application of guidance within PPS6, particularly relating to need and the
             sequential approach in determining out-of-centre retail and other development
             proposals that generate significant numbers of trips;

             improving the range and choice of shops and services in all centres (where
             appropriate in terms of scale) by encouraging intensification, development and
             the re-occupation of vacant premises, and continuing to promote the centres.

             maintaining the generally high quality environment within each centre;

             measures to improve accessibility and public transport to the town, district and
             local centres in order to encourage more residents to shop in their nearest centre,
             which may involve maintaining an appropriate level of car parking at a
             competitive cost and safeguarding and improving public transport services;

             the implementation of shop frontage policies within the development plan to
             protect retail and other desirable town centre uses; and

             measures to bring forward development opportunities to improve the availability
             of modern premises suitable for new occupiers, including a mix of units suitable
             for both national multiples and small independent outlets.

37.     The recommendations and projections within this study are expected to assist the
        Councils in preparing development plan policies over the coming years and to assist
        development control decisions during this period.




LON\R11102 - 07 FINAL.doc                                                                 xiii
1.0     INTRODUCTION


        The Study

1.1     Nathaniel Lichfield & Partners (NLP) was commissioned by Chiltern District Council
        and South Bucks District Council to prepare a joint town centre, retail and leisure
        study, including an assessment of the main centres within the two local authority
        areas, namely Amersham, Beaconsfield, Burnham, Chalfont St Peter, Chesham,
        Gerrards Cross and Iver, as well as the many smaller centres to provide:

             an assessment of the future needs for additional retail and commercial leisure
             facilities within the two local authority areas up to 2026;

             an analysis of the role, function and network of existing centres within Chiltern and
             South Bucks;

             an assessment of the capacity of each district to accommodate growth, and the
             identification of potential development sites; and

             a policy review and proposed issues and options for the Local Development
             Framework (LDF).


        Content of the Report

1.2     Section 2.0 provides an overview of the national, regional and local planning policy
        context. Section 3.0 summarises the results of a household shopper survey.

1.3     Sections 4.0 to 10.0 sets out centre health checks for the three district centres within
        Chiltern (Amersham, Chalfont St Peter and Chesham), the two district centres within
        South Bucks (Beaconsfield and Gerrards Cross) and the two larger local centres in
        South Bucks (Burnham and Iver). Sections 11.0 and 12.0 provide an audit of the
        local centres and other shopping areas.

1.4     Sections 13.0, 14.0 and 15.0 set out an analysis of shopping and commercial leisure
        needs within Chiltern and South Bucks and assess the ability of existing facilities to
        meet the needs of the community. Section 16.0 examines potential development
        sites in the main centres.      Section 17.0 provides a description of the shopping
        hierarchy within Chiltern, South Bucks and the wider sub-region and an analysis of
        the network of centres within each district. Section 17.0 also sets out the strategic
        objectives for the main centres in the two Districts, and Section 18.0 sets out our
        recommendations and conclusions.
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2.0     PLANNING POLICY CONTEXT


        National Policy


        Planning Policy Statement 6: Planning for Town Centres (PPS6, March 2005)

2.1     PPS6: Planning for Town Centres (March 2005) sets out the Government’s policies
        on town centres, retail, commercial leisure and other town centre uses.

2.2     The Government’s key objective for town centres (including city, town, district and
        local centres) is to promote their vitality and viability by planning for growth and
        development.        Existing centres should be promoted and enhanced, by focusing
        development in such centres, and by encouraging a wide range of services
        accessible to all.

2.3     Other Government objectives that need to be taken account of in the context of the
        key objective are set out in paragraph 1.4:

               enhancing consumer choice by making provision for a range of shopping,
               leisure and local services, which allow genuine choice to meet the needs of the
               entire community and particularly socially excluded groups;

               supporting efficient, competitive and innovative retail, leisure, tourism and other
               sectors, with improving productivity; and

               improving accessibility, ensuring that existing or new development is, or will be,
               accessible and well served by a choice of means of transport.


2.4     Regional planning bodies (RPBs) and local planning authorities (LPAs) are advised in
        paragraph 1.6 to implement the Government’s objectives for town centres, by
        planning positively for their growth and development. They should therefore:

               develop a hierarchy and network of centres;

               assess the need for further main town centre uses and ensure there is capacity
               to accommodate them;

               focus development in, and plan for the expansion of, existing centres as
               appropriate, and at the local level identify appropriate sites in development plan
               documents;

               promote town centre management, creating partnerships to develop, improve
               and maintain the town centre and manage the evening and night-time economy;
               and
LON\R11102 - 07 FINAL.doc                                                                       2
               regularly monitor and review the impact and effectiveness of their policies for
               promoting vital and viable town centres.

2.5     Paragraph 2.1 states that in order to deliver the Government’s key objective, regional
        and local planning authorities should actively promote growth and manage change in
        town centres, define the network and hierarchy of centres, each performing their
        appropriate role to meet the needs of their catchment, and adopt a pro-active, plan-
        led approach to planning for town centres, through regional and local planning.

2.6     The main town centre uses to which PPS6 applies are outlined in its paragraph 1.8:

               retail (including warehouse clubs and factory outlet centres);

               leisure, entertainment facilities and the more intensive sport and recreation uses
               (including cinemas, restaurants, drive-through restaurants, bars and pubs,
               night-clubs, casinos, health and fitness centres, indoor bowling centres and
               bingo halls);

               offices, both commercial and those of public bodies; and

               arts, culture and tourism (theatres, museums, galleries and concert halls, hotels
               and conference facilities).


2.7     Paragraphs 2.15 to 2.17 of PPS6 offer specific guidance to LPAs on the role of plans
        at the local level, including the need to work in conjunction with stakeholders and the
        community to:

               assess the need for new floorspace for retail, leisure and other main town
               centre uses, taking account of both quantitative and qualitative considerations;

               identify deficiencies in provision, assess the capacity of existing centres to
               accommodate new development, including, where appropriate, the scope for
               extending the primary shopping area and/or town centre, and identify centres in
               decline where changes need to be made;

               identify centres within their area where development will be focused, as well as
               the need for any new centres of local importance, and development strategies
               for developing and strengthening centres within their area;

               define the extent of the primary shopping area and the town centre, for the
               centres in their area on their proposal map;

               review all existing allocations and reallocate sites which do not comply with this
               policy statement;

               identify and allocate sites in accordance with the considerations on site
               selection and land assembly e.g. assessment of need, appropriate scale of
               development, sequential approach, impact and accessibility;

LON\R11102 - 07 FINAL.doc                                                                      3
               develop spatial policies and proposals to promote and secure investment in
               deprived areas by strengthening and/or identifying opportunities for growth of
               existing centres, and to seek to improve access to local facilities; and

               set out criteria based policies, in accordance with this policy statement, for
               assessing and locating new development proposals, including development on
               sites not allocated in development plan documents.


2.8     PPS6 also indicates that in addition to defining the extent of the primary shopping
        area for their centres, LPAs may distinguish between primary and secondary
        frontages. Primary frontages should contain a high proportion of retail uses, while
        secondary frontages provide opportunities for flexibility and diversity of uses. Policies
        should make it clear which uses will be permitted in such locations.


        Demonstrating Need for Development

2.9     PPS6 requires Councils to undertake assessments of need for other non-retail town
        centre uses, i.e. commercial leisure and office development. This study assesses the
        retail and commercial leisure needs of Chiltern and South Bucks Districts, and also
        provides commentary on the potential to accommodate office development within the
        main centres.

2.10    PPS6 states at paragraph 2.33 that:

                 ‘in assessing the need and capacity for additional retail and leisure
                 development, local planning authorities should place greater weight on
                 quantitative need for additional floorspace for the specific types of retail
                 and leisure developments. However local planning authorities should
                 also take account of qualitative considerations. In deprived areas
                 which lack access to a range of services and facilities, and there will be
                 clear and demonstrable benefits in identifying sites for appropriate
                 development to serve the communities in these areas, additional
                 weight should be given to meeting these qualitative needs’.


2.11    In assessing quantitative need for additional development, local planning authorities
        should assess the likely future demand for additional retail floorspace, having regard
        to a realistic assessment of the existing forecast population levels, forecast
        expenditure for specific classes of goods to be sold, within the broad categories of
        comparison and convenience goods and forecast improvements in productivity in the
        use of floorspace. This study includes a detailed retail capacity assessment and the
        methodology is set out in Appendix H.


LON\R11102 - 07 FINAL.doc                                                                       4
2.12    With regards to assessing the qualitative need for additional development, paragraph
        2.35 of PPS6 states that a key consideration will be to provide for consumer choice,
        ensuring that:

               an appropriate distribution of locations is achieved, subject to the key objective
               of promoting the vitality and viability of town centres and the application of the
               sequential approach, to improve accessibility for the whole community; and

               provision is made for a range of sites for shopping, leisure and local services,
               which allow genuine choice to meet the needs of the whole community,
               particularly the needs of those living in deprived areas.


2.13    Other local issues, although not necessarily elements of ‘need’, can be important
        material considerations.


        Appropriate Scale of Development

2.14    PPS6 also requires that local planning authorities ensure that the scale of
        opportunities identified is directly related to the role and function of the centre and its
        catchment. Paragraph 2.41 states:

                 ‘The aim should be to locate the appropriate type and scale of
                 development in the right type of centre, to ensure that it fits into that
                 centre and that it complements its role and function’.

2.15    For city and town centres, paragraph 2.43 of PPS6 states that where a need has
        been identified, LPAs should seek to identify sites in the centre, or failing that on the
        edge of the centre, capable of accommodating larger format developments.
        Paragraph 2.42 indicates that in most cases it is likely to be inappropriate to include
        local centres within the search area to be applied under the sequential approach for
        large scale developments.

2.16    The guidance places greater emphasis on the regeneration of town centres,
        particularly smaller centres and the need to define a network of centres, and where
        appropriate to plan for the decline of some centres.          Local authorities may set
        indicative upper limits on the scale of new floorspace appropriate in different types of
        centres.


        The Sequential Approach

2.17    PPS6 sets out the sequential approach to site selection for new retail development
        (paragraph 2.44). The first preference for development should be existing centres
LON\R11102 - 07 FINAL.doc                                                                        5
        where suitable sites or buildings for conversion are, or are likely to become available
        taking account of an appropriate scale of development in relation to the role and
        function of the centre.    Town centre sites should be followed by edge-of-centre
        locations, with preference given to sites that are or will be well-connected to the
        centre. Out-of-centre sites should only be considered if no town centre or edge of
        centre sites are available, with preference given to sites that are, or will be, well
        served by a choice of means of transport and which are close to the centre and have
        a high likelihood of forming links with the centre.

2.18    LPAs should, in consultation with stakeholders (including the development industry)
        and the community, identify an appropriate range of sites to allow for accommodation
        of the identified need. Paragraph 2.45 emphasises the need for flexibility and realism
        from both LPAs and developers and operators in discussing the identification of sites,

                 ‘LPAs should be sensitive to the needs of the community and
                 stakeholders, including developers and operators and identify sites that
                 are, or are likely to become available for development during the
                 development plan period and which allow for the accommodation of the
                 identified need, including sites capable of accommodating a range of
                 business models’.

2.19    The factors that should be taken into account in considering business models are
        scale, format, car park provision and the scope for disaggregation.

2.20    In selecting sites for allocation, the LPA should also consider the degree to which
        other considerations, including specific local circumstances, may be material to the
        choice of appropriate locations for development, and these include physical
        regeneration, employment, economic growth and social inclusion.

2.21    The guidance clearly states that local planning authorities should plan positively for
        growth by making provision for a range and choice of shopping and services. If a
        ‘need’ for new development is established, it will be necessary to identify
        opportunities to meet that need. PPS6 indicates that local authorities should allocate
        sufficient sites to meet anticipated demand for the next five years.          PPS6 also
        suggests that an apparent lack of sites of the right size and in the right location should
        not be construed as an obstacle to site allocation and development to meet this need.
        Local planning authorities should consider the scope for effective site assembly using
        their compulsory purchase (CPO) powers, to ensure that suitable sites within or on
        the edge of centres are brought forward for development.


LON\R11102 - 07 FINAL.doc                                                                       6
2.22    This suggests Councils should identify sites to accommodate demand for
        development for at least five years. This study provides floorspace projections for five
        year intervals up to 2026. It may not be appropriate for the Council to seek to identify
        opportunities to accommodate projections up to 2026 at this stage.

2.23    PPS6 also suggests that where growth cannot be accommodated in identified existing
        centres, local planning authorities should plan for the extension of the primary
        shopping area if there is a need for additional retail provision or, where appropriate,
        plan for the extension of the town centre to accommodate other main town centre
        uses. Extension of the primary shopping area or town centre boundaries may also be
        appropriate where a need for large developments has been identified and this cannot
        be accommodated within the centre. Larger stores may deliver benefits for
        consumers and local planning authorities should seek to make provision for them in
        this context. In such cases, local planning authorities should seek to identify,
        designate and assemble larger sites adjoining the primary shopping area (i.e. in
        edge-of-centre locations).


        Planning for a Sustainable Future White Paper (May 2007)

2.24    The White Paper, Planning for a Sustainable Future was published in May 2007 and
        sets out a wide ranging package of reforms to streamline the town and country
        planning system. In relation to town centre planning policy the White Paper states in
        paragraph 7.50 that:

                 “A crucially important aspect of creating places where people want to
                 live and communities can flourish is to maintain and nurture the vitality
                 of our town centres.”

2.25    The White Paper emphasises the need for local authorities to proactively manage the
        role and function of their town centres, including by extending the boundary where
        that makes sense, and to promote growth and development of their town centres by
        facilitating a wide range of shopping, leisure and local services to enhance consumer
        choice. To achieve this, local authorities need to have robust, evidence based plans
        and strategies that are up to date, which set out a clear and pro-active vision for town
        centres based on a sound understanding of both the need and demand for new
        facilities. The White Paper goes on to state in paragraph 7.52 that:

                 “Where development outside the town centre would not impact
                 detrimentally on the town centre, and it is otherwise acceptable in
                 planning terms, both plan and planning decisions should reflect this”.
LON\R11102 - 07 FINAL.doc                                                                     7
2.26    In relation to the ‘needs test’, the paper considers that it can have the unintended
        effect of restricting competition and limiting consumer choice. To address this issue,
        two clear objectives have been identified, i.e. first to support current and prospective
        town centre investment that contributes to economic prosperity, national social and
        environmental goals.      Second, planning should promote competition and improve
        consumer choice avoiding the unintended effects of the current needs test.

2.27    It is therefore proposed to review and replace the current need and impact tests with
        a new test which has a strong focus on national town centre policy and promotes
        competition and improves consumer choice avoiding the unintended effects of the
        current needs test.


        Planning Policy Guidance Note 13: Transport (PPG 13, March 2001)

2.28    The key objectives, set out at paragraph 4 of PPG13 are to integrate planning and
        transport, in order to:

               “promote more sustainable transport choices for both people and for moving
               freight;

               promote accessibility to jobs, shopping, leisure facilities and services by public
               transport; and

               reduce the need to travel, especially by car.”


2.29    The Guidance advises that planning policies should seek to promote the vitality and
        viability of existing town centres, which should be the preferred locations for new retail
        and leisure developments. When this development cannot be accommodated in or
        on the edge of existing centres, it may be appropriate to combine the proposal with
        existing out-of-centre developments.


        Regional Planning Guidance

2.30    The regional planning framework for the South East is currently provided by RPG9,
        which was approved in 2001. However, it is soon to be replaced by the forthcoming
        South East Plan Regional Spatial Strategy (RSS), which has recently undergone an
        Examination in Public and is due for government approval and subsequent adoption
        in early 2008. The Panel Report on the Examination in Public was published by the


LON\R11102 - 07 FINAL.doc                                                                       8
        inspectors (August 2007) which gives its views on the report and suggests
        amendments.


        RPG9

2.31    Policy Q5 states that the Region’s network of larger town centres should be the focus
        for major retail, leisure and office developments, to support an urban renaissance,
        promote social inclusion and encourage more sustainable patterns of development.
        The supporting text to the policy at paragraph C advises local authorities to:

               assess the need for retail, leisure and office development in their area;

               identify which town and district centres should be the preferred locations for
               growth;

               apply the sequential approach in identifying retail development sites;

               avoid extending existing edge-of-centre and out-of-centre development while
               more central options exist.


2.32    Advice is also given regarding setting up town and district centre improvement
        strategies and management schemes.


        The RSS (South East Plan)

2.33    This draft RSS identifies a hierarchy of primary and secondary regional centres where
        major retail, leisure and office development will be focused, i.e. development of
        10,000 sq m gross or more. None of the 24 Primary or 26 Secondary Regional
        Centres identified in the draft RSS are located within South Bucks or Chiltern
        Districts. However, the RSS identifies a number of centres, which are located close
        to the boundaries of Chiltern and South Bucks. These centres will exert an influence
        over shopping, leisure and community patterns across the two Districts. These
        centres include Aylesbury, High Wycombe, and Slough, which are defined as Primary
        Regional Centres, and Maidenhead and Windsor which are defined as Secondary
        Regional Centres. The draft RSS states that the Primary and Secondary Regional
        Centres will be the focus for large scale development, but that growth is not limited to
        these centres. This suggests the RSS expects some growth to be accommodated in
        other smaller centres including those in Chiltern and South Bucks.

2.34    The RSS also identifies six Sub-Regional Strategy Areas. The Western Corridor and
        Blackwater Valley is identified as a sub-regional strategy area, and encompasses
LON\R11102 - 07 FINAL.doc                                                                     9
        High Wycombe, Reading, Newbury, Basingstoke, Aldershot, Windsor and Slough.
        South Bucks District is included in this area, but it excludes Chiltern District.

2.35    The RSS advocates distributing growth to middle and lower order centres so as to
        support a balanced network of centres rather than one that is dwarfed by the largest
        centres.      It asserts that whilst local centres will not be the main focus for
        development, they will need to foster economic stability and appropriate development.
        Policy BE5 states that:

                 Local Planning Authorities (LPAs) should encourage and initiate
                 schemes and proposals that help strengthen the viability of small rural
                 towns, recognising that their social, economic and cultural importance
                 to wider rural areas and the region as a whole. LPAs, through their
                 Local Development Documents should…support and reinforce the role
                 of small rural towns as local hubs for employment, retailing and
                 community facility and services.


2.36    The Panel Report following the EIP suggested limited changes to the draft plans in
        relation to town centres and retailing. However, recommendation 13.6 suggested that
        the definition of ‘Small Rural Market Towns’ be widened from those towns having a
        population of 3-10,000 to those with a population of up to 20,000. Policy BE5 was
        largely supported, and only one minor amendment concerning housing development
        was suggested.


        The East of England Plan

2.37    Town centres and other destinations in Hertfordshire (i.e. Hemel Hempstead and
        Watford) affect shopping and leisure patterns in the two districts, in particular Chiltern.
        These destinations are within the East of England Region. The draft East of England
        Plan (March 2004) along with the Secretary of State’s Proposed Changes to the Plan
        (Dec 2006) set out the proposed strategy for planning and development for the East
        of England to 2021. Policy SS6: City and Town Centres sets out the general strategy
        for ensuring that town centres contribute to sustainable development.

2.38    Policy E5 sets out the regional structure of town centres in terms of Regional Centres
        and Major Town Centres and defines cities and towns of strategic importance for
        retail and other town centre purposes. Watford is defined as a Regional Centre.
        Hemel Hempstead is identified as a Major Town Centre along with St Albans. This
        policy requires that major new development and complementary town centre uses
        should be located in the Regional and Major Town Centres, and should be consistent
LON\R11102 - 07 FINAL.doc                                                                       10
        in scale with the size and character of the centre and its role in the regional structure.
        Local development documents should only propose higher order provision where
        need is clearly established and the development would:

                 result in a more sustainable pattern of development and movement, including
                 a reduction on the need to travel; and

                 have no significant harmful impact on other centres or the transport network.

2.39    Below the level of the centres of regional strategic importance, the policy requires
        LDD’s to identify a network of more local town centres, district centres,
        neighbourhood centres and village centres.        This study has reviewed and made
        recommendations on the network of centres within Chiltern and South Bucks Districts.


        The London Plan

2.40    Shopping and leisure destinations in West London (e.g. Uxbridge) will also affect
        trading patterns in the two Districts. The London Plan: Spatial Development Strategy
        has replaced strategic planning guidance for London (formerly RPG3). The London
        Plan was published in February 2004.

2.41    Policy 3D.1 relates to town centres, stating that the Mayor and London Boroughs
        should: “enhance access to goods and services and strengthen the wider role of town
        centres.

2.42    Policies 3D.2 and 3D.3 are consistent with advice set out in PPS6, regarding
        maintaining town centres and focusing development within centres.          Policies 3D.4
        and 3D.5 seek to promote and protect arts/culture and sports facilities.

2.43    The London Plan sets out a hierarchy/classification of centres across London, i.e.
        international centres (2), metropolitan centres (10), major centres (35) and district
        centres (160). Harrow and Hounslow are categorised as Metropolitan Centres in
        North West London and Uxbridge is a Major Centre.             Hayes, Ruislip and West
        Drayton are District Centres. The London Plan indicates that the broad classification
        of centres should be refined in the light of local circumstances through development
        plans.

2.44    Town centres in the West Sub-region (including Uxbridge) should be considered as
        opportunities for more intensive development including retail development and other

LON\R11102 - 07 FINAL.doc                                                                        11
        consumer needs development, they should also increase their capacity for mixed use
        development. Uxbridge is mentioned in particular as a centre that should explore the
        implications of developing a wider role.


        Buckinghamshire County Structure Plan 1991-2011 (March 1996)

2.45    The Buckinghamshire County Structure Plan was adopted in March 1996 and will
        remain of some relevance until the South East Plan is adopted. Policy S2 relates to
        the retail hierarchy and defines four tiers of centre; i.e. Emerging Regional Centre,
        Sub-Regional Centres, District Centres and Minor Centres.               Milton Keynes is
        identified as an Emerging Regional Centre, whilst Aylesbury and High Wycombe are
        defined as Sub-Regional Centres. Below these centres of regional significance, the
        Structure Plan identifies a number of lower order centres, including Amersham-on-
        the-Hill, Beaconsfield, Chalfont St Peter, Chesham and Gerrards Cross, which are
        designated as District Centres. There are no named Minor Centres, because the plan
        states that these should be identified in Local Plans.

2.46    Policy S1 relates to the amount, nature and distribution of shopping, which the local
        planning authority will promote to an extent that meets the needs of customers (both
        those with private cars, and those reliant on other forms of transport), facilitates a
        combination of trip purposes, and accommodates new forms of retailing, whilst
        maintaining the vitality and viability of existing centres. Policy TC1 relates to town
        centres and suggests that their vitality, viability and diversification of uses will be
        sustained and encouraged further.

2.47    The Structure Plan states that Local Plans will be responsible for constructing policies
        for each district centre named in the Buckinghamshire County Structure Plan (1996),
        as well as for minor centres.

2.48    In terms of out-of-centre shopping, policy S5 asserts that out-of-centre shopping
        developments will only be permitted if they:

               meet an identified quantitative and qualitative need which cannot be met either
               within, or on the edge of the town centre;

               create an overall pattern of provision within a major built-up area which is
               related to the resident population so as to minimise the need for travel;

               not, either on their own or in conjunction with other such developments and
               associated facilities, seriously affect the vitality and viability of any nearby town
               centre as a whole in the County or similar centres in neighbouring counties; and
LON\R11102 - 07 FINAL.doc                                                                        12
               provide a high degree of accessibility by public and private transport, including
               cyclists and pedestrians.

2.49    Policies S2, TC1 and S5 are all among those Structure Plan policies which have not
        been saved after 27 September 2007, though their content is covered in saved Local
        Plan policies. Policy TC3 however, concerning major leisure and cultural facilities
        outside town centres, has been saved.


        Local Planning Context


        South Bucks Local Plan

2.50    The South Bucks District Local Plan was adopted in March 1999 and covers the
        period until 2006, however, under the Planning and Compulsory Purchase Act 2004,
        the Secretary of State has directed that a number of policies forming part of the South
        Bucks Local Plan (1999) can be saved beyond 28 September 2007. All the policies
        mentioned below have been saved. With regards to shopping and town centres, the
        Adopted Local Plan states that the Council’s main aim is to sustain accessible,
        convenient, vibrant and interesting town and village centres which have a sense of
        identity and individuality. One method identified in the Local Plan of achieving this is
        protecting and enhancing the shopping facilities of each centre. The plan recognises
        that the main shopping centres in South Bucks cater primarily for the local population
        due to the district’s close proximity to London and major shopping centres at
        Uxbridge, Slough, Maidenhead and High Wycombe.

2.51    The Adopted Local Plan largely conforms with the sequential approach advocated in
        PPS 6, and emphasises that new shopping developments will be located in existing
        centres. In accordance with this stance, the plan does not identify any land for retail
        warehouse developments as there are a number of such developments in
        surrounding areas which, the plan states, currently meet the needs of the District.
        Policy S6 sets out criteria to be met before any out-of-centre shopping development
        may be permitted.

2.52    Policy TC1 aims to enhance the viability and vitality of Beaconsfield (New Town),
        Burnham and Gerrards Cross as the District’s largest centres. In order to achieve
        this, the Council will aim to retain the retail function of these centres, whilst also
        promoting a mix of uses. Policy S1 identifies Beaconsfield and Gerrards Cross as
        District Shopping Centres and aims to retain the retail element of these towns. The
        policy states that the change of use of an existing shop will only be permitted if:
LON\R11102 - 07 FINAL.doc                                                                     13
               it does not result in an overall loss of shopping frontage within the primary
               shopping frontage (as defined on the proposals map);

               it does not result in a continuous frontage of more than 10 metres in non A1 use
               within the primary shopping frontage;

               it would not result in a predominance of non-retail uses within the secondary
               shopping frontages (as defined on the proposals map);

               it would not involve the loss of A1 retail frontage on a visually prominent site in
               the primary or secondary shopping frontages; and

               an appropriate shop front would be maintained.

2.53    The Proposals Map of the Local Plan identified primary and secondary shopping
        frontages in the two district centres, as described below. The guidelines included in
        Policy S1, listed above, aim to retain A1 uses, particularly in the primary shopping
        frontage, with the intention of maintaining the overall amount of retail frontage in A1
        use and not allowing a continuous frontage of more than 10 metres in non A1 use.

2.54    The Proposals Map identifies Gerrards Cross and Beaconsfield’s primary and
        secondary shopping frontages as follows:

               Beaconsfield primary shopping frontage stretches along Station Road from its
               junction with Grove Road continuously to the railway line, and also includes
               Maxwell Road up to the end of the Arcade and the start of Revolution. North of
               the railway line the primary shopping frontage immediately continues on the
               western side of Station Road for the duration of Station Parade to the junction
               with Baring and Reynolds Road.        On the eastern side of Station Road the
               primary shopping frontage re-starts at Waitrose, incorporating the southern and
               western frontages of the store, and continues up Penn Road up to the end of
               the Broadway (no. 15).

               Beaconsfield secondary shopping frontage includes a short section of Burkes
               Road (closest to Station Road), part of Gregories Road (from the junction with
               Station Road to the telephone exchange), part of Warwick Road (from the
               junction with Penn Road to number 24 on the southern side and number 3 on
               the northern side) and the western side of Penn Road from the junction with
               Station Road to number 21b.

               The primary shopping frontage in Gerrards Cross primarily runs along
               Packhorse Road, with a break for the railway line. It starts at the junction with

LON\R11102 - 07 FINAL.doc                                                                      14
               Oak End Way at the north eastern end and finishes just after the church at the
               south western end. The primary shopping frontage includes very short sections
               of Station Road on both sides of Packhorse Road, and Marsham Way, again on
               both sides of Packhorse Road.

               The secondary shopping frontage in Gerrards Cross includes the southern side
               of Oak End Way from the junction with Packhorse Road to number 40, both
               sides of Station Road from the end of the primary shopping frontage to the
               library, a small stretch of Marsham Way, and the south eastern end of
               Packhorse Road from the end of the primary shopping frontage to the junction
               with West Common.

2.55    Policy S2 in the Local Plan aims to retain retail uses in local centres using similar
        restrictive policies concerning change of use of an existing shop as those outlined
        above. Beaconsfield Old Town, Burnham, Farnham Common and Iver are identified
        in Policy S2 as Local Shopping Centres.

2.56    Policy S3 in the adopted Local Plan pertains to Neighbourhood Shopping Areas,
        which it defines as comprising two or more shops situated outside the district and
        local centres. The policy aims to protect retail uses within the neighbourhood
        shopping areas as they are considered an essential service for local communities.
        These two polices have been saved and will be carried forward within the LDF
        process outlined below.

2.57    Policy S6 relates to out-of-centre shopping developments and indicates that
        proposals will only be permitted where the development will not have a detrimental
        impact on nearby centres, the sequential approach to site selection has been satisfied
        and is accessible by public transport.


        South Bucks Core Strategy – Preferred Options Paper

2.58    South Bucks District Council produced their Core Strategy Preferred Options
        Document and released it for public comment in September 2006.              However,
        following the Core Strategies of many other Councils being found to be ‘unsound’
        after submission to the government, South Bucks District Council are revising the
        document and expect to release it for comment in May/June 2008. Under the current
        Local Development Scheme timetable, the Core Strategy Preferred Options


LON\R11102 - 07 FINAL.doc                                                                  15
        Document will be submitted to government in April 2009 and may be adopted in June
        2010.


        Chiltern Local Plan

2.59    The Chiltern District Local Plan was adopted in September 1997, includes alterations
        made in 2001 and 2004 and covers the period until 2006; however, under the
        Planning and Compulsory Purchase Act 2004, the Secretary of State has directed
        that a number of policies forming part of the Chiltern District Local Plan (1997) can be
        saved beyond 28 September 2007; all the policies mentioned below have been
        saved. With regards to shopping and Town Centres, the Adopted Local Plan aims to
        support and encourage the maintenance and development of a broad range of uses
        which can contribute to the vitality and viability of each centre. The plan asserts that
        while retail will be a major use in all centres, other uses such as financial and
        professional services, restaurants/other food outlets, sports and leisure uses, hotels,
        offices car parking and housing will be encouraged so as to diversify the centres.

2.60    The Adopted Local Plan identifies Chesham, Amersham-on-the-Hill and Chalfont St
        Peter as District Centres in compliance with the Buckinghamshire Structure Plan
        (1996) and names Amersham Old Town, Superstore (Amersham Old Town), Great
        Missenden, Little Chalfont, Chalfont St Giles, Prestwood and Holmer Green as local
        centres. There follows a brief synopsis of each centre, outlined below:

                Chesham is described as the principal shopping centre in Chiltern District,
                whose main shopping streets are pedestrianised, and most of which is within
                the Chesham Conservation Area which protects the centre’s historic character.

                Amersham-on-the-Hill is described as the second largest shopping centre in
                the district, which is made up of wholly 20th century development. It states that
                no major expansion of shopping is required, but that new retail development
                would help consolidate the centre. It also states that there is a priority to
                increase the short term car parking.

                Chalfont St Peter is described as the third largest shopping centre in the
                District, and being significantly smaller than Amersham-on-the-Hill and
                Chesham is reported to be more similar to the local centres in terms of its
                catchment area and retail provision.


LON\R11102 - 07 FINAL.doc                                                                     16
               Amersham Old Town, Great Missenden and Chalfont St Giles Local
               Centres are singled out as being distinctive in terms of their historic character,
               and as such are either partly or wholly within designated Conservation Areas.
               All three centres are said to have significant concentration in the specialist non-
               food sector which are aimed “up-market”.

               Little Chalfont, Prestwood and Holmer Green are described as trading
               predominantly in food and convenience goods, and as such rely heavily on the
               local population making regular trips. None of the centres require any major
               new developments in order to sustain future health and vitality.

2.61    As with the South Bucks Local Plan the close proximity of larger shopping and
        commercial centres is identified as having a restrictive influence on the town and
        village centres within Chiltern District. The plan goes on to say that the Council is
        aware of the need to initiate and implement an ongoing range of measures to support
        revitalisation. The Adopted Local Plan later states that there is no apparent need for
        major retail developments in the district and that instead, qualitative improvements in
        Chesham and Amersham-on-the-Hill will be encouraged ahead of new retail
        development in Chalfont St Peter or any of the local centres.          This sentiment is
        mirrored in Policy S3 which states that:

                 In the six Local Shopping Centres…the Council will resist the
                 significant expansion of shopping floorspace. In any of these Centres,
                 small-scale development will be acceptable provided they strengthen
                 rather than expand the existing shopping role of the Centre concerned.

2.62    Similarly to the South Bucks Local Plan, the Adopted Chiltern District Local Plan
        largely conforms to the sequential approach advocated in PPS6, and emphasises that
        new shopping developments should be located in existing centres. In accordance with
        this stance, Policy S1 states that shopping development will be concentrated in the
        three district centres and six local centres while Policy S14 restricts retail
        developments with a gross floorspace in excess of 200 sq m outside district and local
        shopping centres in built-up areas excluded from the green belt.

2.63    The Adopted Chiltern District Local Plan identifies Principal Shopping Frontages in
        Chesham and Chalfont St Peter District Centres. However, Principal Shopping
        Frontages are not identified in Amersham-on-the-Hill due to the trading characteristics
        and views of local businesses and residents. In Chesham the Principal Shopping
        Frontage runs from Sainsbury’s at the northern end of the High Street to the southern

LON\R11102 - 07 FINAL.doc                                                                      17
        end of the High Street while in Chalfont St Peter it includes St Peter’s Court, 1-23
        Market Place, 1-6 The Broadway, Burnham House, 1, 3 and 5 Buckingham Parade,
        the White House, Bishops House, the supermarket and 34-48 High Street.

2.64    The Local Plan has a separate policy relating to changes of use within each of the
        district centres and most of the local centres. The broad policies for the three district
        centres are similar, although there are subtle differences applied to each centre.
        When referring generally to all frontages within the district centres Policies S5-CH, S5
        AH and S5 CSP all state that

                 Changes of use to, or between, non – Class A1 Shop uses will be
                 permitted where the Council considers that the use proposed will make
                 a positive contribution to, or not detract from, the vitality and viability of
                 that part of the District Shopping Centre…in which the proposed
                 development is located. Uses which will be permitted are those which
                 complement Class A1 Shop uses and attract people to the Centre by
                 providing services direct to a large number of people, and which will
                 not significantly harm the amenities of nearby residents and/or other
                 users of the Centre.

2.65    In respect of Chesham and Chalfont St Peter, Policies S5-CH and S5-CSP both
        include guidance for changes of use from A1 as follows:

                 Within the “Principal Shopping Frontages”…changes of use from Class
                 A1 Shop will not be permitted except as follows. The change of use of
                 ground floor premises to uses in Class A3 may be permitted provided
                 that, that part of the shopping frontage in which the application site is
                 located remains in predominantly Class A1 Shop use…

2.66    The three polices relating to change of use within the district centres all include the
        notion that changes of use will be allowed (outside of the Principal Shopping
        Frontages in Chesham and Chalfont St Peter) which will lead to a range of services
        and facilities that will improve the character and attractiveness of the centre. The
        policies also all contain criteria that must be met when assessing applications for
        change of use as follows:

               Policy S5-CH states that on the non-Principal Shopping Frontages of Chesham
               District Centre the proportion of non-Class A1 Shop uses should neither exceed
               40% nor dominate that part of the frontage where the application site is located.
               If the application is for an A3 use the 40% criterion will not apply.

               Policy S5-AH states that the proportion of non-Class A1 Shop uses should
               neither exceed 50%, nor dominate that part of the frontage where the

LON\R11102 - 07 FINAL.doc                                                                         18
               application site is located. If the application is for an A3 use then the 50%
               criterion will not apply.

               Policy S5-CSP states that within the Principal Shopping Frontage of Chalfont St
               Peter District Centre the proportion of non-A1 Shop uses should neither exceed
               15%, nor dominate that part of the frontage where the application site is located.
               It goes on to state that in Other Frontages concentrations of uses within a
               particular Use Class should be avoided.

2.67    With regard to changes of use to, or between, non-Class A1 Shop uses on ground
        floors in Local Shopping Centres Policy S7 states that:

                 Changes of use to, or between, non-Class A1 Shop uses will be
                 permitted where the Council considers the use proposed will make a
                 positive contribution to, or will not detract from, the vitality and viability
                 of that part of the shopping centre in which the proposed development
                 is located. Uses which will be permitted are those which complement
                 Class A1 Shop uses and attract people to the centre…and which will
                 not significantly harm the amenities of nearby residents and/or other
                 users of the centre.


2.68    Although Policy S14 restricts out of centre developments over 200 sq m, Policy S13
        encourages small-scale developments outside of district and local centres providing
        that a local need can be identified. The above polices have been saved and will be
        carried forward within the LDF process outlined below.


        Chiltern Core Strategy – Preferred Options Paper

2.69    Chiltern District Council took the decision to revise their Core Strategy Preferred
        Options Paper 2006 following independent advice that it might have been found to be
        ‘unsound’. The revised document is due to be released for public in May/June 2008,
        and submitted to the Secretary of State in March/April 2009, it is due to be adopted in
        May 2010.




LON\R11102 - 07 FINAL.doc                                                                         19
3.0     HOUSEHOLD SURVEY AND STAKEHOLDER CONSULTATION


        Survey Structure

3.1     NEMS Market Research carried out a telephone survey of 2,001 households in the
        South Bucks and Chiltern study area in July 2007. The survey results are shown in
        Appendix F and summarised in this section. The study area, shown in Plan 1A in
        Appendix A, was split into 11 sectors or zones based on postcode boundaries, as
        follows:

               Zone 1: Chesham & North Chiltern
               Zone 2: Amersham
               Zone 3: Beaconsfield
               Zone 4: Gerrards Cross/Chalfonts
               Zone 5: Central South Bucks
               Zone 6: Burnham/Slough west
               Zone 7: Iver/Iver Heath
               Zone 8: Denham/Harefield
               Zone 9: Chorleywood/Bovingdon
               Zone 10: Great Missenden/Holmer Green
               Zone 11: Loudwater/Flackwell Heath.

3.2     The study area includes all parts of South Bucks and Chiltern Districts and a number
        of surrounding areas within adjoining authorities. In particular the study area exceeds
        the district boundaries in zone 6 where it extends into south west Slough.         The
        methodology for defining the study area is described in Appendix H. A list of the
        postcodes contained in each zone is shown in Appendix A. The zones were chosen
        based on postcode boundaries which best fit the likely primary catchment areas of the
        main centres in the two Districts.

3.3     The number of interviews undertaken in each zone reflects the population in each
        respective zone in order to provide statistically reliable sub-samples. The main aims
        of the survey were to establish patterns for the following:

               Main food and grocery shopping;
               Top-up food and grocery shopping;
               Non-food shopping, including:
               -   clothing and footwear;
               -   domestic electrical appliances;
               -   other electrical goods (TV, Hi-Fi and computers);
               -   furniture, soft furnishing or carpets;
               -   DIY/garden items and hardware;
LON\R11102 - 07 FINAL.doc                                                                   20
               - health, beauty and chemist goods; and
               - Other non-food items; and

               Leisure activities, including:
               -   cinema;
               -   theatre;
               -   pub/bar;
               -   restaurant;
               -   nightclub;
               -   bingo;
               -   health club; and
               -   ten-pin bowling.


        Food and Grocery Shopping


        Main Food Shopping

3.4     Across the study area as a whole, large food stores are identified as the main
        destinations for main food shopping trips. The Tesco store on London Road in
        Amersham Old Town was the most popular shopping destination for the study area
        as a whole. The results indicate that most residents will visit large food stores (over
        2,000 sq m net) that are relatively close to their home. The most popular main food
        shopping destination in each zone is as follows:

               Zone 1 (Chesham & North Chiltern): Sainsbury’s on Elgiva Lane in Chesham
               attracting 38% of respondents, followed by Waitrose in Chesham (28.5%).

               Zone 2 (Amersham): Tesco in Amersham Old Town with 63% of respondents,
               followed by Waitrose on The Backs in Chesham, which accounted for 14% of
               respondents within the zone.

               Zone 3 (Beaconsfield): Sainsbury’s in Beaconsfield with 38% of respondents
               followed by Waitrose in Beaconsfield with 31% of respondents.

               Zone 4 (Gerrards Cross/Chalfonts): The Tesco store in Amersham Old Town
               was the main shopping destination, attracting 38.5% of respondents, while
               Sainsbury’s in Beaconsfield was the second most popular destination for
               respondents’ last main food shopping trip (18.0%).

               Zone 5 (Central South Bucks): Tesco in Slough with 25% of respondents
               followed by Sainsbury’s in Beaconsfield with 18% of respondents.


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               Zone 6 (Burnham/Slough West): Sainsbury’s near Taplow with 34% of
               respondents, followed by Asda in Slough with 27%.

               Zone 7 (Iver/Iver Heath): The Tesco in Slough with 36% of respondents,
               followed by the Sainsbury’s in Uxbridge with 26% of respondents.

               Zone 8 (Denham/Harefield): Tesco in Rickmansworth with 32% followed by
               Sainsbury’s in Uxbridge with 18% of respondents.

               Zone 9 (Chorleywood/Bovingdon): Tesco at Rickmansworth with 18%
               followed by Sainsbury in Hemel Hempstead with 9%.

               Zone 10 (Great Missenden/Holmer Green): Tesco at Amersham Old Town
               with 39% followed by Sainsbury’s at Beaconsfield with 9%.

               Zone 11 (Loudwater/Flackwell Heath): Tesco in Loudwater, High Wycombe
               with 56%), while Sainsbury’s in Beaconsfield attracted 16% of respondents.

3.5     In terms of the cross flows of main food shopping trips between South Bucks and
        Chiltern Districts, there is some exchange of trade between Amersham and
        Beaconsfield. The Tesco store in Amersham attracts trips from Beaconsfield (Zone
        3) and the Sainsbury and Waitrose stores in Beaconsfield attract trips from
        Amersham (Zone 2).       There is a limited cross flow of main food shopping trips
        between Chesham and Beaconsfield. The Tesco store in Amersham also attracts
        main food shopping trips from Gerrards Cross (Zone 4), and Beaconsfield attracts
        trips from Zone 4.      Proposed improvements to food store provision in Gerrards
        Cross will reduce the leakage of main food shopping trips to both Amersham and
        Beaconsfield.

        Mode of Travel for Main Food Shopping

3.6     Over 87% of respondents indicated that they travel to do their main food shopping by
        car, which is higher than the average derived from similar NLP surveys across the
        Country (81%). A low proportion of households travel by bus (3.4%) or walk (4.5%),
        which is lower than the averages derived from other NLP surveys of 7.3% and 8.4%
        respectively. Only 0.5% of respondents used taxis to travel to their main food
        shopping location which is much lower than NLP’s average of 6.8%.




LON\R11102 - 07 FINAL.doc                                                                   22
        Top-Up Food Shopping

3.7     Top-up food shopping trips are usually made in addition to main weekly (or less
        frequent) shopping trips. Over 70% of households across the catchment area
        indicated that they undertake small-scale or top-up shopping trips in addition to their
        main food shopping trips. The results indicate that many households do their top-up
        shopping trips in large food stores (often where they also do their main food
        shopping). However, many household use local shops. A list of the top-up shopping
        destinations can be found in Appendix F.


        Non-Food Shopping

3.8     Households were asked in which location they buy most of their household’s non-food
        shopping. For the study area as a whole Slough appears to be the main non-food
        shopping destination, with 16.5% of respondents, followed by High Wycombe
        (13.2%), Uxbridge (10.1%) and Watford (8.4%). Within South Bucks and Chiltern,
        Amersham (6.7%) achieved the highest share of respondents in the study area as a
        whole, followed by Beaconsfield (4.6%) and Chesham (4.3%). Gerrards Cross (0.9%)
        and Chalfont St. Peter (0.5%).

3.9     All of the centres in South Bucks and Chiltern achieved a reasonably high share of
        respondents in their respective local study area zone, as shown below. All other local
        centres in the two Districts were mentioned by only one or no respondents as the
        main non-food shopping destinations, which indicates local centres are used
        predominantly for food and grocery shopping or other non-retail services, rather than
        comparison non-food shopping.


         Centre                Local Study       % Respondents           Other predominant
                                Area Zone         Using As Main            Centre in Zone
                                                Centre for Non-food
         Amersham                 Zone 2               39.4%              Watford (22.8%)
         Beaconsfield             Zone 3               45.8%           High Wycombe (17.5%)
                                                                          Uxbridge (14.2%)
         Chesham                  Zone 1               34.0%           Hemel Hempstead (20%)
                                                                          Watford (13.5%)
         Gerrards Cross           Zone 4               6.5%               Uxbridge (26.5%)
         Chalfont St. Peter       Zone 4               5.0%               Uxbridge (26.5%)
         Burnham                  Zone 6               1.5%                Slough (51.6%)



3.10    The results indicate that Amersham, Beaconsfield and Chesham are relatively strong
        comparison shopping destinations within their local catchment areas, although the

LON\R11102 - 07 FINAL.doc                                                                    23
        outflow of non-food shopping trips to larger centres is still significant, i.e. Watford.
        High Wycombe, Hemel Hempstead and Uxbridge.                In our view this pattern of
        shopping reflects the shopping hierarchy, which is assessed in more detail in Section
        17.

3.11    The results also indicate that residents within the study area have an extensive
        choice of shopping destinations both within and just outside the study area. No single
        centre dominates shopping patterns across the study area, but Slough appears to be
        the dominant centre in the south of the study area, though this may be weighted by
        the number of telephone surveys to households in West Slough itself; High Wycombe
        is the dominant destination in the west of the study area (north of the M40); Watford is
        dominant in the north east and Uxbridge is the dominant destination in the south east
        of the study area. The results also suggest the catchment areas of centres overlap.

3.12    In terms of the cross flows of non-food shopping trips between South Bucks and
        Chiltern Districts, there is again some exchange of trade between Amersham (Zone
        2) and Beaconsfield (Zone 3), and there is limited cross flows of non-food shopping
        trips between Chesham and Beaconsfield.              Amersham also attracts non-food
        shopping trips from Gerrards Cross (Zone 4), but not to the same extent as the Tesco
        store in Amersham attracts main food shopping trips from this area. There could be
        scope for Gerrards Cross and Chalfont St. Peter to reduce the flow of non-food
        shopping trips to Amersham, Beaconsfield and Uxbridge if improvements to
        comparison shopping were implemented.


        Mode of Travel for Non-Food Shopping

3.13    The vast majority of respondents (84.5%) indicated that they use the car to travel to
        their non-food shopping destination. The second most popular mode of transport for
        travelling to non-food shopping destinations was by bus/coach (6.1%), and walking
        was the third most common mode of travel (4.2%).


        Non Food Shopping Destinations

3.14    Households were also asked where they normally shop for the following different
        categories types of non-food goods:

               clothes and shoes;
               domestic electrical appliances;
               electrical goods;
               furniture, soft furnishings and floor coverings;
LON\R11102 - 07 FINAL.doc                                                                    24
               DIY and hardware;
               garden items; and
               health, beauty and chemist goods.


3.15    The most popular destination for non-food shopping goods, by zone, are as follows:

               Zone 1 (Chesham & North Chiltern): Chesham is the main destination for
               buying domestic electrical appliances (23.5%), DIY/hardware goods (56.0%),
               garden items (32.0%) and health/beauty and chemist items (59.5%). Hemel
               Hempstead is the most popular destination for buying clothes and shoes
               (31.0%) and electrical goods (17.0%) and Watford is the preferred choice for
               furniture (14.5%).

               Zone 2 (Amersham): High Wycombe is the preferred location for domestic
               electrical appliances (31.1%), electrical goods (29.4%) and furniture (26.7%),
               Amersham is the preferred location for health/beauty and chemist items
               (64.4%), Chesham is the preferred location for DIY/hardware goods (32.2%),
               Watford for clothes and shoes (30.6%) and The Van Hage Garden Co near
               Rickmansworth was the most popular location for buying garden items (13.3%).

               Zone 3 (Beaconsfield): Beaconsfield was the most popular location for garden
               items (30.8%) and health/beauty (75.8%), High Wycombe is the preferred
               location for domestic electrical appliances (45.8%), electric goods (55.0%),
               furniture (37.5%) and DIY/hardware (59.2%). Uxbridge and Beaconsfield were
               jointly the two most popular destinations for clothes and shoes (18.3%).

               Zone 4 (Gerrards Cross/Chalfonts): High Wycombe was the most popular
               location for domestic appliances (26.0%), electrical goods (28.5%) furniture
               (25.0%) and DIY/ hardware (30.5%). Uxbridge was the preferred location for
               clothes and shoes (36.5%) and garden items (15.5%) and Gerrards Cross was
               the most popular choice for health and beauty items (29.0%).

               Zone 5 (Central South Bucks) and Zone 6 (Burnham/Slough West): Slough
               was the most popular location for buying all categories of non-food goods.

               Zone 7 (Iver/Iver Heath): Slough was the most popular location for buying
               domestic appliances (27.5%), electrical goods (30.0%), furniture (28.8%) and
               DIY/hardware items (42.5%). Uxbridge is the preferred choice for clothes and


LON\R11102 - 07 FINAL.doc                                                                    25
                shoes (40.0%) and health/beauty (38.8%) and the Iver Flowerland Garden
                Centre, Iver is the most popular location for garden items (46.3%).

                Zone 8 (Denham/Harefield): Watford was the preferred destination for buying
                domestic appliances (15.8%), electrical goods (19.2%), furniture (13.3%) and
                DIY/hardware items (18.3%) and Uxbridge was the most popular location for
                clothes and shoes (58.3%), garden items (17.5%) and health/beauty (49.2%).

                Zone 9 (Chorleywood/Bovingdon): Watford was the preferred destination for
                clothes and shoes (43.3%), domestic appliances (35.8%), electrical goods
                (34.2%) and furniture (29.2%).     Hemel Hempstead was the most popular
                location for DIY/hardware goods (31.7%) and Chorleywood was the preferred
                choice for health/beauty (24.2%) and garden items (15.8%).

                Zone 10 (Great Missenden/ Holmer Green) and Zone 11 (Loudwater/
                Flackwell Heath): High Wycombe was the most popular destination for all
                categories of non-food shopping.


        Improvements to Town Centres


3.16    Respondents were asked what if anything would make them shop more often in the
        five district centres within South Bucks and Chiltern Districts (Amersham-on-the-Hill,
        Chesham, Chalfont St Peter, Beaconsfield and Gerrards Cross). The proportions of
        respondents across the study area indicating that there was “nothing” that would
        make them shop more often within these five centres, or those suggesting they “didn’t
        know”, was high for all centres, ranging from 73% (for Amersham on the Hill) to 90%
        (for Chalfont St. Peter). These results are partly due to the extensive study area
        adopted for the survey, because respondents are unlikely to visit centres that are a
        significant distance from their home.      In general, views on improvements where
        mostly obtained from residents who lived within the nearest zones to the respective
        centre. The results summarised below relate to each centre’s local study area zone
        only.

3.17    In respect of Amersham-on-the-Hill (Zone 2), 39% mentioned that ‘nothing’ would
        make them visit the centre more often. The main improvements mentioned in Zone 2
        (at least 5% or more) for Amersham were:

             better choice of clothing shops (13.9%);

LON\R11102 - 07 FINAL.doc                                                                    26
             more large shops/chain stores (12.2%);
             more car parking (11.7%);
             better food and grocery shopping (10.6%);
             better choice of shops in general (6.7%); and
             cheaper car parking (5.6%).

3.18    In Chesham (Zone 1), 54.5% of respondents said that ‘nothing’ would make them visit
        the centre more often. The main improvements mentioned (at least 5%) for Chesham
        in Zone 1 were:

             better choice of clothing shops (14.0%);
             more large shops/chain stores (10.5%);
             better choice of shops in general (10.5%);
             more independent small shops (7.0%); and
             better food and grocery shopping (5.0%).



3.19    In Chalfont St Peter (Zone 4), 70.5% of respondents mentioned that ‘nothing’ would
        make them visit the centre more often. The main improvements mentioned (at least
        4%) for Chalfont St. Peter in Zone 4 were:

             cheaper car parking (6.0%); and
             better choice of shops in general (6.0%).
             better choice of clothing shops (4.5%); and
             more car parking (4.0%).

3.20    In Beaconsfield (Zone 3), 66.7% of respondents said that ‘nothing’ would make them
        visit the centre more often. The main improvements mentioned in Zone 4 (at least
        5%) for Beaconsfield were:

             more independent small shops (6.7%);
             better choice of clothing shops (6.7%);
             more car parking (5.8%); and
             cheaper car parking (5.0%).

3.21    In Gerrards Cross (Zone 4/5), 62% of mentioned that ‘nothing’ would make them visit
        the centre more often. The main improvements mentioned in Zones 4/5 (at least 5%)
        for Gerrards Cross were:

             more car parking (12.0%);
             better food and grocery shopping (7.0%); and
             cheaper car parking (5.0%).

3.22    Health checks of each centre explore these issues and are set out later in this report.



LON\R11102 - 07 FINAL.doc                                                                     27
        Leisure Activities


        Cinemas

3.23    Respondents were asked if there household visit the cinema and if so which cinema
        they last visited.   A high proportion (56.8%) of households visits the cinema, which
        was the second most popular leisure activity after visiting restaurants. This is higher
        than the average derived from similar NLP surveys across the Country (48.6%). The
        main cinema destination is High Wycombe (Empire) which accounts for just below a
        third of respondents (27.4%). A reasonable proportion of respondents visit cinemas in
        Gerrards Cross (18.2%) and Maidenhead (12.8%).


        Theatre

3.24    In the study area, 56.4% of respondents indicated they visit theatres, compared with
        NLP’s average for other surveys of only 38.3%. This was the third most popular
        leisure activity behind visiting restaurants and the cinema. When asked where they
        visit the theatre, London (West End) was the most popular location, accounting for
        52% of the respondents in the study area. The only theatre destination within the
        study area is the New Elgiva Theatre in Chesham which attracted 3.1% of
        respondents, although it attracted over 21% of respondents in the Chesham & North
        Chiltern zone (Zone 1). Overall this was the fourth most popular destination behind
        London, High Wycombe and Windsor.


        Pubs/Bars

3.25    The household survey asked respondents if and where they or their family last visited
        a pub/bar. Over 51% of respondents indicated that they visit pubs/bars, which is
        higher than the NLP’s average from other surveys (46.9%). The main destinations for
        respondents who visit pubs and bars vary significantly and overall the most popular
        destination was ‘local villages’.   In the study area as a whole the most popular
        destinations were as follows;

               Zone 1 (Chesham & North Chiltern) – Chesham (51.0%)
               Zone 2 (Amersham) – Amersham (54.2%)
               Zone 3 (Beaconsfield) – Beaconsfield (68.5%)
               Zone 4 (Gerrards Cross/Chalfonts) – Chalfont St Peter (31.6%)
               Zone 5 (Central South Bucks) – Farnham Common (26.3%)
               Zone 6 (Burnham/Slough West) – Slough (26.5%)
LON\R11102 - 07 FINAL.doc                                                                   28
               Zone 7 (Iver/Iver Heath) – Iver (58.8%)
               Zone 8 (Denham/Harefield) – Uxbridge (21.7%)
               Zone 9 (Chorleywood/Bovingdon) – Local Village (28.8%)
               Zone 10 (Great Missenden/Holmer Green) – High Wycombe (15.9%)
               Zone 11 (Loudwater/Flackwell Heath) – High Wycombe (29.8%)

        Restaurants

3.26    Over 79% of respondents indicated they visit restaurants, which was the most popular
        leisure activity, and is significantly higher than NLP’s average for other surveys
        (63.3%). Again there was significant variation in the locations where respondents
        visited restaurants. The most popular destinations for restaurants directly correlated
        with the most popular destination for pubs/bars in many zones. However, in Zone 1
        (Chesham & North Chiltern) Amersham was a slightly more popular restaurant
        destination than Chesham and in Zone 4 (Gerrards Cross/Chalfonts) Gerrards Cross
        was the most popular restaurant destination rather than Chalfont St Peter. In Zone 5
        (Central South Bucks) Beaconsfield was slightly more popular than Farnham
        Common as a restaurant destination while in Zone 8 (Denham/Harefield) Denham
        proved a slightly more favoured destination for visiting restaurants than Uxbridge. In
        Zone 9, Chorleywood was as popular as ‘Local Village’ for respondents who visit
        restaurants and in Zone 11 (Loudwater/Flackwell Heath) the most popular restaurant
        destination was Beaconsfield instead of High Wycombe.


        Nightclubs / Live Music

3.27    Only 9.8% of respondents indicated that they had visited nightclub/live music venues,
        and this activity is the second least popular leisure activity after ‘bingo’. Therefore,
        the sample for nightclub visitors within most zones is small. However, NLP’s average
        derived from other similar surveys suggests the same participation rate of 9.4%.
        Although the most popular destination overall was Windsor, it was only the most
        popular outright in Zone 5 (Central South Bucks) (50.0%) and Zone 6
        (Burnham/Slough west) (41.5%) and it was jointly the most popular destination in
        Zone 8 (Denham/Harefield) along with Uxbridge (13.3%).

3.28    The most popular destination for Zone 1 (Chesham & North Chiltern) was the
        Revolution bar on Maxwell Road in Beaconsfield which all received 28.6% of
        responses. In Zone 2 (Amersham) the most popular destinations were London (West
        End), Watford and the Revolution bar in Beaconsfield (all 14.3%).           In Zone 3
LON\R11102 - 07 FINAL.doc                                                                    29
        (Beaconsfield) the most popular destinations were London (West End) and the
        Revolution bar in Beaconsfield (40% each). In Zone 4 (Gerrards Cross/Chalfonts),
        Uxbridge and Winkers Farm Country Club in Chalfont St Peter were jointly the most
        preferred nightclub/live music destination (17.6%). In Zone 7 (Iver/Iver Heath), 50%
        of respondents stated Uxbridge. In Zone 9 (Chorleywood/Bovingdon) 42.9% of
        respondents cited London West End as their most recent destination for visiting a
        nightclub or watching live music. In Zone 10 (Great Missenden/Holmer Green) and
        Zone 11 (Loudwater/Flackwell Heath) High Wycombe was the most popular
        destination for last visiting a nightclub / live music venue.


        Bingo

3.29    Bingo proved the least popular leisure activity with only 3.3% of respondents
        undertaking this activity, which is slightly lower than NLP’s average participation rate
        of 4.9% as derived from other similar surveys. The sample for bingo visitors is very
        small within each zone, except for Zone 6 (Burnham/Slough west). Slough was the
        most popular location for the survey group as a whole (45.5%), and in Zone 6 with
        59.4% of bingo players.

        Health and Fitness Clubs

3.30    Over 26% of respondents indicated their household visit health clubs/gyms, which is
        slightly higher than the NLP average participation rate from other surveys (24%).
        Respondents tend to use health club facilities within their local area.


        Tenpin Bowling

3.31    In the study area as a whole, 23.4% of respondents indicated their household visit
        tenpin bowling facilities, which is higher than the NLP average for other surveys
        (17.6%). The main tenpin bowling destinations are Maidenhead, Hemel Hempstead
        and Watford. In Zone 7 (Iver/Iver Heath) 47.6% visited Heathrow Bowl at Heathrow
        Airport.


        Key Messages from the Household Survey Results

3.32    Key findings of the household survey are summarised below:

               Large food stores are the primary destinations for main food shopping and the
               preferred destination for these shopping trips tends to be stores relatively close
LON\R11102 - 07 FINAL.doc                                                                     30
               to the respondents’ homes. Residents do not tend to travel significant distances
               for main food shopping (more than 10 minutes drive time). Tesco at Amersham
               Old Town, Sainsbury’s at Beaconsfield and supermarkets in Slough are the
               most popular destinations for main food shopping.

               Over 70% of respondents indicated that they undertook small scale shopping or
               top-up shopping trips in addition to their main food shopping trips. The location
               for top-up shopping trips varied between local shops and large supermarkets.

               Slough was the most popular location for non-food shopping in the study area
               as a whole. The survey results indicate that the study area includes parts of the
               primary shopping areas of four major centres located just outside the study area
               boundary, i.e. Slough, High Wycombe, Uxbridge and Watford.            Within South
               Bucks and Chiltern the main non-food shopping destinations are Amersham,
               Beaconsfield and Chesham. Residents within the study area have an extensive
               choice of shopping destinations, and not all of each household’s non-food
               expenditure will be spent at one destination.

               A high proportion of respondents travel by car for both food and non-food
               shopping, and a relatively low proportion use the bus or walk. This reflects the
               rural nature of parts of the study area and high levels of affluence and car
               ownership.

               Many residents would shop more often at their nearest district centre if
               improvements were made, in particular to car parking provision and the choice
               of shops. However, improvements within these centres are unlikely to
               significantly extend each district centre’s primary catchment area.

               Participation rates for most leisure activities are relatively high within the study
               area, when compared with similar survey results from across the country, e.g.
               for cinemas, theatres, pubs/bars, restaurants and tenpin bowling.      However, a
               significant amount of this leisure activity is undertaken at destinations outside
               the study area, with the exception of pubs/bars and restaurants.           Popular
               locations for leisure activities are in High Wycombe, Maidenhead, Windsor,
               Slough, Uxbridge and London (West End).

               Overall the survey results indicate that neither District is self-contained in terms
               of comparison non-food shopping or major commercial leisure facilities. Major

LON\R11102 - 07 FINAL.doc                                                                       31
               centres surrounding the two Districts attract a significant proportion of shopping
               and leisure trips. The two Districts are more self-contained in terms of food and
               grocery shopping, with a relatively high level of expenditure retention based on
               our experience. The flow of food and grocery shopping trips from the Gerrards
               Cross area to Amersham and Beaconsfield could be reduced, which would
               reduce the length of trips.


        Stakeholder Consultations

3.33    A number of key stakeholders (groups with a variety of interests in the centres of the
        two Districts) were contacted within each District, and asked what they perceived to
        be the main strengths and weaknesses of their centre, and what improvements they
        believe are required.

3.34    Comments regarding centres in Chiltern District were received from The Amersham
        Action Group, the Chalfont St Peter Chamber of Commerce, the Chalfont St Peter
        Voice of Older People’s Action Group (VOPAG) and Chesham Town Council.
        Comments regarding centres in South Bucks District were received from the
        Beaconsfield and District Chamber of Commerce, Burnham Parish Council, Sheriff
        Mountford (Estate Agents in Burnham and Iver) and Gerrards Cross Traders
        Association.


        Amersham

3.35    The Amersham Action Group are an independent group made up of representatives
        from bodies including residents associations, community groups, faith groups,
        charities, local businesses, youth groups, emergency services, County, District and
        Town Councils.      Their aim is to promote and facilitate initiatives for the social,
        economic and environmental benefit of Amersham-on-the-Hill. They have recently
        carried out their own ‘Market Town Health Check’ of Amersham-on-the-Hill and
        Amersham Old Town, and have provided invaluable input into this study. They noted
        that the two towns are physically and functionally separate from one another; access
        links between each centre are poor, and particularly there are no public transport
        links. The two centres offer very different shopping experiences in terms of what’s on
        offer and the general environment.       Amersham-on-the-Hill environment and retail
        offer does not help to attract shoppers from outside the local area. It was felt that
        Amersham-on-the-Hill contained a good mix of shops, but not a good choice within


LON\R11102 - 07 FINAL.doc                                                                     32
        this mix. The centre contains a number of national multiple retail outlets, but not the
        kind of national multiple outlet that attracts shoppers to the centre.

3.36    The centre is perceived to be very vibrant from a retail business point of view, but
        suffers from anti-social behaviour, poor quality shop premises and small units that are
        unsuitable for national retailers that would benefit Amersham (e.g. a high quality high-
        street Ladies fashion store). The town centre also lacks a ‘normal’ supermarket,
        since Marks & Spencer Simply Food took over the old Budgens store. The main
        strengths of Amersham-on-the-Hill are considered to be its good mix of shops, the
        compact size of the centre and the good quality coffee shops and restaurants. The
        main suggested weaknesses were car parking provision, traffic management and the
        poor quality weekly market, which does not attract affluent customers.               The
        suggested improvements for Amersham-on-the-Hill were to improve the streetscape,
        remove or improve the market, make Sycamore Road and Hill Avenue one-way and
        to increase on-street parking.


        Chalfont St. Peter

3.37    Chalfont St Peter Chamber of Commerce consists of corporate and individual
        members with an interest in business in the village. The Chamber’s main function is
        to support and promote local businesses and to comment on legislative and other
        measures affecting businesses.       The Chamber has recently carried out a SWOT
        (Strengths, Weaknesses, Opportunities and Threats) analysis of Chalfont St Peter
        town centre. The main strengths identified are the;

            large number of car parking spaces (although they suggest that these spaces are
            underutilised);
            compact centre;
            lack of large multiple stores (local distinctiveness);
            significant recent investment in many shops;
            good community spirit and pro-village feeling;
            good mix and range of shops;
            country character;
            availability of banks, building societies and Post Office;
            variety of public houses;
            low crime rates; and
            the library and leisure facilities.

3.38    The weaknesses they identified were the:

            uncharacteristic shop fronts, including some in need of maintenance and cleaning;
            lack of free parking (which they feel is attributable for the under-utilisation of the
            car parks);
LON\R11102 - 07 FINAL.doc                                                                      33
             lack of mother and baby facilities;
             shortage of coffee shops or a meeting place;
             range of goods available is perceived to be narrow;
             oversupply of estate agents;
             precinct is ‘soulless’; and
             there is a lack of sign posting.

3.39    The Chalfont St Peter Voice of Older People’s Action Group (VOPAG) is a community
        group with the aim of giving the older people of Chalfont St Peter an authoritative
        outlet to voice any issues and concerns they may have with the area.             VOPAG
        identified Chalfont St Peter as a ‘friendly village centre’ with a good provision of local
        shops. It is also considered to be clean and has a lack of graffiti and litter. The
        weaknesses identified were the infrequency of the buses, the parking on Lower Road
        and the potholes in the road and cracked paving.


        Chesham

3.40    Chesham Town Council identified the strengths of Chesham town centre to be the:

             high quality eclectic range of local shops;
             the strong community spirit;
             the high environmental quality; and the
             centre’s self-sufficiency (i.e. round 60% of residents work there).

3.41    Few weaknesses were suggested, but the main weakness identified was traffic
        congestion that occurs around the centre, partly due to Chesham being a
        thoroughfare for people travelling to and from Amersham.                   The suggested
        improvements were the continued support for local retailers, in order to allow
        Chesham to compete with surrounding larger centres, the promotion of a good mix of
        residential and retail uses within the centre and the provision of an hour’s free
        parking.


        Beaconsfield

3.42    The Beaconsfield and District Chamber of Commerce identified a number of
        weaknesses for Beaconsfield town centre, but no strengths. Amongst the
        weaknesses identified were the general traffic congestion, the change in the type of
        customers due to houses being replaced by apartments, the expensive parking which
        leads to under-utilised car parks and limited parking on residential roads. The one
        improvement suggested was to separate business and retail uses within the town
        centre.
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        Burnham/Iver

3.43    Burnham Parish Council provided comments on their centre. Its main strength is its
        attractive and historic environment. More weaknesses were identified as follows:

            the unattractive appearance of some shop fronts;
            the decline of certain shops over recent years (including a children’s clothes store,
            a ladies clothes shop, a hardware store and a toyshop); and
            graffiti is an increasing problem in the centre.

3.44    Suggested improvements include a more positive approach to parking in the centre,
        and better cleaning/maintenance of the more untidy shopfronts.

3.45    Sherriff Mountford, a local estate agent with expertise in commercial properties and
        offices located in Burnham and Iver were consulted. Burnham was recognised as
        being a ‘pleasant village’ with a strong shop-keepers’ association. It has few multiple
        retailers, but consists mainly of independent traders. There is good parking in the
        centre, and its main weakness is its proximity to the large Sainsbury store near
        Taplow. With regards to Iver, Sherriff Mountford noted a reasonable demand for
        premises, but maintained that this comes from independent retailers rather than
        national retailers. Its main strength is its village locality, and its main weaknesses are
        its close proximity to Uxbridge and Slough; the poor provision of parking and the lack
        of recent investment, although this may be due to an insufficient number of houses to
        sustain reasonable retailers.


        Gerrards Cross

3.46    Gerrards Cross Traders’ Association suggested the main strength of the town is its
        variety of small independent shops. However, the Association noted that these are
        ‘overshadowed’ by the prospect of the proposed large Tesco store – a number of
        stores, including Budgens have closed in anticipation of the Tesco store, and the
        town now has ‘a sense of being in limbo’. The main weakness identified in Gerrards
        Cross is the lack of a substantial supermarket, although it is generally felt that ‘Tesco
        is not the right retailer for the town’. Parking on station road and traffic congestion are
        also identified as weaknesses.       Improvements suggested in Gerrards Cross are
        better traffic management and a better provision of car parking.




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4.0     AMERSHAM ON-THE HILL DISTRICT CENTRE HEALTH CHECK


        Introduction

4.1     Amersham has two main centres; the historical Old Town and Amersham on the Hill.
        The latter was developed after the arrival of the railway in the 1890s. This is not
        unique to Amersham and a number of other similar sized towns across the country
        have an old and new centre, e.g. Beaconsfield, Potters Bar and Hemel Hempstead.
        Amersham-on-the-Hill is a relatively new centre located approximately a mile north of
        the Amersham Old Town, and the centre is located in the heart of Chiltern District. It
        is the second largest of the District’s shopping centres, behind Chesham, and
        predominantly serves residents within Amersham urban area and the surrounding
        rural area, including Little Chalfont. The centre’s primary catchment area, based on
        evidence from the household survey results, is shown on Plan 2 in Appendix A. The
        Amersham Action Group has recently prepared a health check of the centre and
        undertaken public consultation. The key issues emerging from this work along with
        NLP’s own research is outlined below.


        Structure

4.2     The shopping area of Amersham-on-the-Hill is concentrated along Hill Avenue and
        Sycamore Road, and is linear in structure, with some shops located on side streets
        (Woodside Road, Rickmansworth Road, Chesham Road and Station Road).                    No
        Principal or Secondary Retail Frontage is identified on the proposals map of the Local
        Plan (1997).        A map showing the structure of the centre and land uses is shown on
        Plan 4.1 overleaf.      The prime retail pitch, with the highest concentration of national
        multiples, is located along Sycamore Road (Numbers 1 to 75 odd and 2 to 82 even).


        Role and Position in Retail Hierarchy

4.3     Amersham-on-the-Hill is designated as a district centre in the adopted Chiltern District
        Local Plan (1997) and together with Chesham and Chalfont St Peter is at the highest
        level of the retail hierarchy within the district. Amersham-on-the-Hill is one of the
        main shopping and commercial centres within Chiltern. The main competing centres
        to Amersham-on-the-Hill for comparison goods are Chesham, Hemel Hempstead and
        Watford for residents to the north and west of the District and High Wycombe and
        Uxbridge for residents to the south of the District.
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LON\R11102 - 07 FINAL.doc   37
4.4     The household survey results suggest Amersham (Old Town and Amersham on the
        Hill) retains only about 20% of comparison expenditure within its respective study
        area zone (Zone 2). By way of comparison, Chesham retains 26% in Zone 1 and
        Beaconsfield retains 22% in Zone 3.      In terms of convenience trade Amersham on
        the Hill has a relatively low market share in Zone 2 (about 14%) but the Tesco store
        near the Old Town attracts a further 50%. Therefore the overall retention rate (64%)
        is relatively high.   By way of comparison, Chesham retains 65% in Zone 1 and
        Beaconsfield retains 64% in Zone 3.


        Mix of Uses and Occupier Representation

4.5     Amersham-on-the-Hill town centre’s key roles include:

               Convenience shopping – there is a Marks & Spencer Simply Food store and an
               Iceland, as well as two bakers, three health food stores, two grocers, a butcher
               and three small convenience stores. A new Tesco Express store is expected to
               occupy vacant premises within the centre.

               Comparison shopping – a range of independent shops complemented by some
               multiple retailers. Amersham-on-the-Hill town centre has in particular a large
               number of shops selling furniture, carpets and textiles and DIY, hardware and
               homewares.

               Services – a good provision of services including a number of hairdressers/
               beauty salons, banks/building societies and estate agents. There are also a few
               dry cleaners and travel agents, and a reasonable number of restaurants, cafés
               and takeaways.

               Leisure/Entertainment – the range of leisure/entertainment uses is very limited;
               there are no pubs, bars or clubs within the town centre.

               Community facilities – includes a dental surgery, two places of worship, a library
               and Council offices.

               Market – A General Market with approximately 50 stalls operates on a Tuesday
               on Sycamore Road in Amersham-on-the Hill.

        Retailer Representation

4.6     Amersham-on-the-Hill has 145 retail and service units (A class) within the town
        centre, including 71 comparison and 18 convenience shops. Table 4.1 below sets out
        the mix of uses in Amersham-on-the-Hill compared with the Goad national average.

4.7     Amersham-on-the-Hill has a high representation of convenience and A1 and A2
        service units (including banks and estate agents) compared with the Goad national

LON\R11102 - 07 FINAL.doc                                                                     38
        average. However, most of the convenience outlets are small with the exception of
        M&S and Iceland, and one would expect a district centre serving day to day shopping
        needs to have a higher than average proportion of convenience units. The Amersham
        Action Group suggested that the lack of a ‘normal’ supermarket is of detriment to the
        centre.

        Table 4.1: Amersham-on-the-Hill District Centre Use Class Mix by Unit

                                        Amersham-on-the-Hill                                      UK
          Type of Unit                                                       Index
                                           District Centre                                      Average*
                                                                        (National = 100)
                                        Units             %                                       (%)
          Comparison Retail               71             49.0                 105.6               46.4
          Convenience Retail              18             12.4                 136.3               9.1
          A1 Services                     16             11.0                 137.5               8.0
          A2 Services                     20             13.8                 129.0               10.7
          A3 and A5                       14             9.7                  69.8                13.9
          A4                              0              n/a                   n/a                n/a
          Miscellaneous                  n/a             n/a                   n/a                1.4
          Vacant                          6              4.1                  39.0                10.5
          Total                          145            100.0                                    100.0
        Sources: NLP Site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


4.8     The proportion of A3 (restaurant/café) and A5 (takeaway) units is below the national
        average, and there are no Class A4 units within the centre boundary as defined by
        Goad. One would expect a district centre to have a higher than average proportion of
        Class A3/A5 uses, and a lower proportion of comparison units.

4.9     There were six vacant units within the town centre, a vacancy rate of 4.1%, which is
        significantly below the national average vacancy rate of 10.5%.                   This low vacancy
        rate suggests the demand for premises is relatively strong in comparison with the
        supply of premises.

4.10    As indicated above, Amersham-on-the-Hill has a relatively high proportion of
        comparison uses when compared with the Goad national average. Based on our
        experience district centres of this size tend to have a lower proportion of comparison
        shops.      Amersham-on-the-Hill has a good selection of comparison shops (71) for a
        centre of its size, and this reflects its role as the second largest of the three district
        centres within Chiltern. Table 4.2 below provides a breakdown of comparison shops
        by goods category.

4.11    All Goad categories of comparison good listed are represented in Amersham-on-the-
        Hill.   The choice of furniture/carpets/textiles outlets and DIY/hardware/homewares
        outlets is particularly good, while there is a lower than average proportion of jewellers
LON\R11102 - 07 FINAL.doc                                                                               39
        and ‘china, glass, gifts and fancy goods’.         However, the choice of shops in several
        categories is limited i.e. jewellers, gifts/fancy goods and variety stores.              The
        proportion of clothing and footwear shops is also relatively low. One would expect
        district centres of this size to have a limited choice of shops within each category, and
        in particular a relatively low provision of high order comparison shops such as fashion
        when compared with the national average.


        Table 4.2: Amersham-on-the-Hill District Centre Comparison Units

                                                        Amersham-on-
                                                                                   Index         UK
                                                        the-Hill District
         Type of Unit                                                            (National =   Average*
                                                            Centre
                                                                                    100)         (%)
                                                        Units        %
         Clothing and Footwear                           11         15.5            57.4         27.0
         Furniture, carpets and textiles                 13         18.3            205.6        8.9
         Booksellers, arts, crafts and stationers         6         8.5             89.5         9.5
         Electrical, gas, music and photography           8         11.3            109.7        10.3
         DIY, hardware & homewares                        8         11.3            179.4        6.3
         China, glass, gifts & fancy goods                1         1.4             36.8         3.8
         Cars, motorcycles & motor access.                3         4.2             144.8        2.9
         Chemists, drug stores & opticians                5         7.0             83.3         8.4
         Variety, department & catalogue                  1         1.4             66.6         2.1
         Florists, nurserymen & seedsmen                  2         2.8             127.3        2.2
         Toys, hobby, cycle & sport                       4         5.6             105.7        5.3
         Jewellers                                        1         1.4             27.5         5.1
         Other comparison retailers                       8         11.3            141.3        8.0
         Total                                           71        100.0                        100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


4.12    Major national multiple comparison retailers present in the town centre include:

               Bathe
               Boots the Chemist
               Clarks
               Clinton Cards
               Dollond & Aitchison
               Laura Ashley
               Orange
               The Carphone Warehouse
               Robert Dyas
               Superdrug
               Walton Clothing
               Waterstones
               Woolworths
               Charity Shops including Help the Aged, Cancer Research UK, British Red
               Cross and Oxfam

4.13    One would expect to find many of these operators in small town/district centres.
        These multiple retailers are complemented by a number of small independent traders.
LON\R11102 - 07 FINAL.doc                                                                          40
        These specialist retailers offer some local distinctiveness in Amersham on the Hill in
        terms of retailer representation. The Amersham Action Group perceives the mix of
        comparison shops to be adequate, but the choice of shops is limited.       There are a
        relatively large number of national multiple retailers for a centre of its size, but the
        Amersham Action Group suggested there is a general lack of retailers which can
        draw significantly more customers to the centre, for example high quality retailers
        such as Next.

4.14    As indicated in Section 3, the household survey results suggest a number of residents
        in the local area (Zone 2) would shop more often in Amersham if the choice of shops
        was improved:

             better choice of clothing shops (13.9%);
             more large shops/chain stores (12.2%);
             better food and grocery shopping (10.6%); and
             better choice of shops in general (6.7%).


4.15    These results suggest there is scope to improve the range and choice of shopping
        within Amersham. The number of vacant units in the centre is limited, and
        opportunities to attract new operators are also limited. The strategy for Amersham
        should seek to retain existing premises for Class A uses and should promote
        development to provide new or enlarged shop units.             A review of potential
        development sites is set out in Section 16.

4.16    The weekly general market provides additional choice within the centre. However,
        the Amersham Action Group suggested the quality of the market was poor, apart from
        fruit and vegetable, and the market does not benefit the rest of the town centre to the
        extent it should. In our view street markets provide an important role in towns centre
        and help to attract additional customers. The Council should seek to maintain and
        improve the market and actively promote it.


        Service Uses

4.17    The range of non-retail services in Amersham-on-the-Hill is shown in Table 4.3.      All
        of the Goad categories are represented. The centre has a relatively low proportion of
        travel agents and restaurants, cafés and takeaways compared with the national
        average. The proportion of dry cleaners and estate agents and valuers is significantly
        higher than the national average. Most of the main high street banks and building
LON\R11102 - 07 FINAL.doc                                                                    41
        societies are represented within Amersham-on-the-Hill, including Abbey, Barclays,
        Britannia, HSBC, Lloyds TSB and Natwest.


        Table 4.3: Amersham-on-the-Hill District Centre Selected Service Uses

                                               Amersham-on-the-Hill             Index         UK
           Type of Use                            District Centre            (National =   Average*
                                                 Units          %                100)         (%)
         Restaurants, cafes & takeaways           14         29.8              69.8         42.7
         Banks/other financial services            8         17.0              107.1        15.9
         Estate agents and valuers                11         23.4              203.5        11.5
         Travel agents                             2          4.3              78.8          5.4
         Hairdressers & beauty parlours            9         19.1              89.1         21.5
         Laundries and dry cleaners                3          6.4              212.8         3.0
         Total                                    47         100.0                          100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)


4.18    Although the proportion of restaurants, cafes and takeaways is relatively low, the
        number of quality restaurants and coffee shops was described as a strength of the
        centre by the Amersham Action Group.


        Other Town Centre Uses

4.19    In addition to Class A retail and service uses, Amersham-on-the-Hill has a number of
        office buildings, Chiltern Business Centre, a dentist and a number of places of
        worship including a Church Hall within the centre boundary as defined on the
        proposals map. Just outside the centre boundary, further uses include a place of
        worship (Sycamore Road) Council Offices (King George V Road), a Police Station
        (King George V Road) and a library (Chiltern Avenue). The provision of community
        uses is adequate but there is scope for improvement, for example community
        halls/meeting places, health facilities and nurseries.


        Supply of Commercial Premises and Property Indicators

4.20    The size of unit varies significantly within Amersham-on-the-Hill from around 40 sq m
        to around 400 sq m, with a few larger units such as Woolworths (790 sq m).

4.21    There are six vacant units in Amersham-on-the-Hill, which are scattered throughout
        the centre. These range in size from 40 sq m gross to 150 sq m gross.




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        Retailer Requirements

4.22    The Estates Gazette (EGI) and our canvas of operators has identified 20 possible
        space retailer requirements for Amersham-on-the-Hill, of which 7 are comparison
        retailers, 3 are convenience retailers, 5 are food and drink operators, 3 are service
        operators and 2 are leisure operators. Operator space requirements are summarised
        in Appendix D.      A summary of the operators requiring space who responded to the
        canvas questionnaire is shown below. These are firmer commitments than those
        suggested by EGI, which are unconfirmed requirements. These responses suggest
        some operators are finding it difficult to find suitable premises in Amersham.


                                                                                Reason for not
                                                          Size
         Operator                   Type                                        securing requirement
                                                          requirement
                                                                                to date
                                                          1,000-1,500 sq.ft.
         Whistles                   Clothing                                    No availability
                                                          / 90-140 sq.m
         British Heart                                    1,200 sq.ft. / 110
                                    Charity shop                                Rent too high
         Foundation                                       sq.m
                                                          1,500 sq.ft. / 140    No availability/ Rents too
         Tchibo                     Coffee/Homeware
                                                          sq.m                  high
         The Edinburgh                                    3,000 sq.ft. / 280
                                    Clothing                                    No availability
         Woollen Mill                                     sq.m


        Property Indicators

4.23    Retail yield data is not available for Amersham-on-the-Hill.               Retail rents data for
        Amersham-on-the-Hill and other nearby centres is shown in Table 4.4 below.


        Table 4.4: Retail Rents in Amersham and other Centres

         Centre                              Annual Zone A Retail Rents £ Per Sq M
                            1998     1999      2000    2001     2002      2003     2004              2006
         Watford            2368     2583      2852    2691     3014      3068     3122              3283
         Aylesbury          807       861      861      861      969      1076     1076              1130
         High
                            753       807       807       861        915        915        915        969
         Wycombe
         Hemel
                            753       807       753       753        753        807        807      No data
         Hempstead
         Amersham           323       323       323       323        377        377        431        538
         Chesham             -         -         -         -          -          -          -         484
        Source: 1997-2004 figures - Colliers CRE 2005 In-Town Retail Rents. 2006 figures – Colliers CRE 2006
        In-Town Retail Rents Research.


4.24    Retail rents in Amersham-on-the-Hill have been recorded by Colliers CRE. Annual
        Zone A retail rents (£ per sq m) remained constant at £323 from 1998 to 2001. This
        rose to £377 during 2002 and 2003, it rose further to £431 in 2004 and peaked at
        £538 in 2006. The only other centre in the study area where there is a reasonable
LON\R11102 - 07 FINAL.doc                                                                                 43
        amount of rental information is Chesham. Amersham had a marginally higher retail
        rents than Chesham in 2006, but significantly lower rents than surrounding larger
        centres. One would expect smaller district centres to have much lower retail rents
        than larger centres, and the figures in Table 4.4 do not imply a lack of demand or
        poor property values in Amersham. The figures show strong growth in Amersham in
        recent years.


        Accessibility and Movement


        Private transport

4.25    Amersham-on-the-Hill centre is accessible to residents in Amersham urban area and
        surrounding villages, including Little Chalfont, Chalfont St. Giles and Great
        Missenden. The A413 provides access from Aylesbury to the north-east and Denham
        to the south-west; the A404 provides access from Rickmansworth to the east and
        High Wycombe to the west; the A416 provides links north to Chesham and
        Berkhamsted while the A355 provides links to Beaconsfield to the south. There were
        steady flows of traffic around the periphery of the centre, but no traffic congestion was
        observed at the time of NLP’s visits.


        Car Parking

4.26    Good accessibility to conveniently located car parks with sufficient spaces is
        important to the vitality and viability of any centre.    Car parking should also be
        affordable.      There are five public car parks within or on the edge of the Amersham-
        on-the Hill, as follows:

               Amersham Multi-storey Car Park                 680 spaces + 6 disabled bays;
               (King George V Road)
               Sycamore Road Car Park                         220 spaces + 10 disabled bays;
               (Rickmansworth Road)
               Chiltern Avenue Car Park (Chiltern Avenue)     111 spaces + 9 disabled bays;
               Chiltern Pools Car Park (Chiltern Avenue)      38 spaces + 3 disabled bays; and
               Civic Centre Car Park (King George V Road)     41 spaces + 3 disabled bays.

4.27    In addition to the Council public car parks there is a small pay and display car park to
        the rear of Laura Ashley and the parade of shops containing the HSBC on Woodside
        Road.     Car parking charges are constant across all public car parks (with the
        exception of the Civic Centre Car Park) at the following rates:

               1 hour:             £0.40
LON\R11102 - 07 FINAL.doc                                                                      44
               2 hours:        £1.00
               3 hours:        £1.50
               4 hours:        £2.00
               10½ hours       £3.00

4.28    The Civic Centre Car Park is free for the first half hour, costs 40p to park for up to an
        hour and costs £1.00 to park for up to 2 hours. The Chiltern Avenue Car Park has a
        maximum stay of 5 hours while the Chiltern Pools Car Park has a maximum stay of 3
        hours. It is noted that car park charges are undergoing a review by the Council and
        there may be changes in the near future. In total there are 1,090 car parking spaces
        in the centre plus 31 disabled bays.        This car parking provision appears to be
        sufficient for a centre of this size (about 145 outlets).   However, the King George V
        Road car park is predominantly being used by train station commuters during week
        days, and the amount of car parking available to customers during the week is
        significantly less than 1,121 spaces.

4.29    The Amersham Action Group suggested the lack of parking is a major problem in
        Amersham-on-the-Hill.     Changes to traffic management (and perhaps a one-way
        system) could be introduced along Sycamore Road and Hill Avenue to provide on-
        street parking, i.e. to provide some additional short-stay free parking. However, there
        may be environmental issues associated with on-street parking.

4.30    The household survey results suggested that 11.7% of local residents in Zone 2
        would shop more often in Amersham if more car parking was provided. This was the
        second highest percentage recorded for the five main centres in the two Districts.
        Only Gerrards Cross had a higher figure. In terms of car parking charges only 5.6%
        mentioned cheaper car parking.

4.31    The amount of car parking appears to be an issue in Amersham, and it is necessary
        to safeguard parking spaces in the future.        In addition the impact of major new
        development within the centre on the demand for car parking will need to be carefully
        considered. Developments that improve the availability of public car parking may be
        desirable.

4.32    A car parking study was commissioned by Chiltern District Council for Amersham-on-
        the-Hill, carried out by URS and completed in December 2007, concludes that both
        off-street car parks and on-street parking are currently exceeding their theoretical
        operational maximum.       The study calculated that an additional 200 car parking
        spaces would be required to bring the national operational capacity of 85%.
LON\R11102 - 07 FINAL.doc                                                                     45
        Public Transport

4.33    There are twelve bus stops within Amersham-on-the-Hill centre, as follows:

             one on either side of Rickmansworth Road just west of the junction with
             Sycamore Road;
             one either side of Sycamore Road by Iceland and Robert Dyas;
             one either side of Hill Avenue just south of the junction with Chesham Road;
             one on Chesham Road outside Doctor Challoner’s School;
             three within close proximity to Amersham Underground/Railway Station; and one
             either side of Chiltern Avenue by Amersham Leisure Centre.

4.34    The location of bus stops provides good public transport access through the centre,
        and customers arriving from different directions.

4.35    Several bus routes serve Amersham-on-the-Hill, operated by Carousel and Arriva
        (route numbers 4, 52, 59, 336, 353, 362, 373, 374, 375, 379). These provide access
        to Amersham Old Town, Ashley Green, Berkhamsted, Bovingdon, Chalfont St Giles,
        Chalfont St Peter, Chartridge, Chesham, Chorleywood, Croxley Green, Gerrards
        Cross, Great Missenden, Hemel Hempstead, High Wycombe, Holmer Green, Lee
        Common, Ley Hill, Little Chalfont, Little Missenden, Lye Green, Rickmansworth,
        Slough, Stoke Poges, Watford and Whelpley Hill. These bus routes adequately serve
        the centre’s primary catchment area, however, their regularity varies, and therefore
        some areas are better served than others.

4.36    Amersham train station is located at the south of the centre on Station Approach.
        The station is served both by over-ground and underground networks.            Chiltern
        Railways run services from London Marylebone which stop at Amersham, other
        destinations available on the Chiltern Railways Network from Amersham include
        Aylesbury, Stoke Mandeville, Wendover, Great Missenden, Chalfont & Latimer,
        Chorleywood, Rickmansworth and Harrow-on-the-Hill.           Amersham Underground
        station is on the Metropolitan Line and provides links to Central London via
        Chorleywood, Rickmansworth, Northwood, North Harrow and Wembley.

4.37    The location of the train and underground station should help to generate some
        additional trade for the centre, i.e. customers shopping on their way to and from work.
        However, good transport links to Central London may encourage customers to shop
        more often in London.    On balance the train and underground station is a benefit to
        the centre, but it does raise car parking issues during week days.


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        Pedestrian Access and Movement

4.38    Amersham-on-the-Hill centre is generally linear in structure, as shown on Plan 4.1.
        The walk from the station to the end of Sycamore Road is about 550 metres, and the
        shop frontage along Woodside Road runs for a further 200 metres. Therefore
        customers wishing to walk up and down the main shopping spine have a 1.5 km walk,
        and the centre does not provide a natural circuit for pedestrians. There are also
        shops along sections of Chesham Road and Rickmansworth Road.           Many town and
        district centres have a linear structure and this is not unique to Amersham, and in our
        view the centre is still reasonably compact despite the linear structure. The
        Amersham Action Group also perceives the centre to be compact and easy to walk
        around.

4.39    The general market operates on Sycamore Road on Tuesdays, during which a large
        section of the road is closed to traffic.   The highest pedestrian flows were observed
        along Sycamore Road, which is the primary shopping area, while the lowest were
        observed along the southern half of Hill Avenue and along Woodside Road.

4.40    Moderate traffic flows were observed through and around the periphery of the centre,
        particularly along Woodside Road, Rickmansworth Road and Chesham Road.
        However, pedestrian crossings on Chesham Road and Woodside Road prevent traffic
        levels becoming a major obstacle to pedestrian movement.


        Environmental Quality

4.41    The overall environmental quality in Amersham-on-the-Hill is in our view mixed. The
        mix of building styles is varied and the standard of maintenance of buildings and shop
        facades varies throughout the centre, particularly in the more peripheral areas.
        Nevertheless, there are no areas requiring urgent regeneration. The buildings in the
        centre range in style and age from Edwardian through to the inter-war period, and
        more modern the 1960s and 1980s, reflecting the centre’s evolution since the 1890s.

4.42    In our view the overall aesthetic quality of the buildings in Amersham on the Hill is
        average for a small market town, and is below the quality of buildings in Chesham
        and Beaconsfield. Some of the 1960’s buildings are less aesthetically appealing than
        older period buildings (Edwardian and inter war). In functional terms the buildings
        provide adequate shop premise.



LON\R11102 - 07 FINAL.doc                                                                   47
4.43    The quality of the paving is also varied within the centre, but overall is satisfactory. In
        most areas pavements are wide and even. The majority of the retail façades within
        the centre are in reasonably good condition, but some facades are tired looking and
        their improvement would enhance the appearance of the centre significantly.

4.44    The provision of street furniture is generally good and there are ample bins,
        pedestrian signs, street lighting and flower boxes. The amount of public open space
        in the centre is limited, and the centre does not have a public square or other major
        open space. There is some outdoor seating provided near the post office on Hill
        Avenue, in front of St Michaels and All Angels Church on Sycamore Road and on the
        landscaped area in front of the flats on Chesham Road at Oakfield Corner. Outdoor
        seating also spills out onto the street from Costa Coffee and Master Chef, which
        increases the level of activity on the street and enhances the ambience of the centre.
        There were low levels of litter throughout the centre and a small amount of graffiti
        during NLP’s visits, and CCTV is evident. However, the Amersham Action Group
        suggest some residents believe graffiti and anti-social behaviour are problems in the
        centre.




        View onto Sycamore Road from Woodside Close with   A tired looking façade on Sycamore Road.
        seating outside Master Chef.




        View of the eastern side of Hill Avenue.           View of the western side of the southern end of Hill
                                                           Avenue.
LON\R11102 - 07 FINAL.doc                                                                                 48
4.45    In terms of local distinctiveness, Amersham on the Hill’s environmental quality and
        shopping experience offers nothing particularly unique and there are other centres
        that in our view are more likely to be visited by customers because they are nice
        attractive places to visit, e.g. Chesham, Amersham Old Town or Beaconsfield. The
        environmental quality of Amersham on the Hill is best described as average,
        particularly when compared with other small market towns located within affluent
        areas.


        Summary of Amersham-on-the-Hill’s Strengths and Weaknesses

4.46    The strategic recommendations for Amersham on the Hill are set out in Sections 17
        and 18, and a review of development opportunities in the centre is summarised in
        Section 16.         The key strengths and weaknesses of Amersham on the Hill are
        summarised below, based on NLP’s audit of the centre, the household shopper
        survey results and discussions with Council officers and stakeholders.


        Strengths

        For a relatively small district centre, Amersham on the Hill has a reasonably good
        number and range of comparison shops, although the choice within certain categories
        of shops is limited. There is a mix of multiple chain shops and small independent
        traders, and the latter contributes to the centre’s local distinctiveness.

        Despite being a linear centre in terms of structure, the centre is relatively compact
        and relatively easy to walk around,

        The centre has a number of convenience outlets suitable for basket and top-up
        shopping, comprising small supermarkets and independent specialist shops.

        The provision of Class A2 banks and estate agents is good, and the quality of
        restaurants is also is good for a centre of its size.

        The vacancy rate within the centre (4.2%) is significantly below the national average
        of 10.5% suggesting that demand for premises is reasonably strong. The recent
        growth in retail rents in the centre also suggests a reasonably healthy demand for
        premises.



LON\R11102 - 07 FINAL.doc                                                                 49
        Amersham-on-the-Hill is easily accessible by private transport, and public transport
        links are very good both by train and bus.

        Weaknesses

        The food stores within the centre are too small to meet the main and bulk food
        shopping needs of most customers.        Amersham has no large food store suitable for
        main and bulk food shopping.      The M&S store is primarily a top up and basket
        shopping facility. The Tesco superstore in the Old Town is the primary main and bulk
        food shopping destination in the Amersham area.

        Despite having a reasonable number of comparison shops, the choice in some
        sectors is limited and the number of higher order comparison shops such as fashion
        and clothing is small, particularly in comparison with larger centres in the sub-region
        i.e. Watford, High Wycombe and Hemel Hempstead.

        In terms of local distinctiveness, Amersham on the Hill’s environmental quality and
        shopping experience offer nothing particularly unique. Most of the buildings in the
        centre are well maintained, but some of the 1960’s buildings are not aesthetically
        pleasing.     The provision of street furniture is adequate and average in terms of
        quality.

        There is a limited provision of Class A4 bars/pubs. There is poor evening
        entertainment provision in the centre.

        The availability of premises for new operators is relatively limited with a low
        proportion of vacant premises suitable to meet the requirements of modern retailers.

        The competition for car parking between shoppers and commuters during week days
        may be an issue, and a recent car parking study suggests there is a need for 200
        more car parking spaces.

        Amersham-on-the-Hill Summary

4.47    Overall Amersham is considered to be a healthy vital and viable district centre. It has
        a low vacancy rate and provides a fairly typical mix of retail and services for a centre
        of its size. In terms of local distinctiveness, Amersham on the Hill’s environmental
        quality and shopping experience offer nothing particularly unique and there is scope
        to improve the centre, e.g. environmental improvements to paving, landscaping and


LON\R11102 - 07 FINAL.doc                                                                    50
        themed street furniture.    The introduction of more small shop units suitable for
        specialist independent traders would also add to the centre’s attraction.




LON\R11102 - 07 FINAL.doc                                                               51
5.0     CHALFONT ST PETER DISTRICT CENTRE HEALTH CHECK


        Introduction

5.1     Chalfont St Peter is an historic village in south-east Buckinghamshire and is the
        smallest district centre in Chiltern District. It lies just north of the border with South
        Bucks District. It is a relatively small shopping centre but the Local Plan (1997)
        suggests it acts as the primary food shopping destination for a large proportion of its
        immediate catchment area, which it serves for both comparison and convenience
        shopping. The household survey results show that it is an important destination for
        top-up food shopping for local residents, but that it is not necessarily their main
        destination.        The centre’s primary catchment area, based on evidence from the
        household survey results, is shown on Plan 2 in Appendix A.


        Structure

5.2     The district centre consists of a linear stretch (along Market Place) which branches
        into two different streets at its eastern end (the High Street and Church Lane). There
        is a square/courtyard (St Peters Court) towards the north-east of the High Street
        containing a number of shop units with residential units on upper floors. The Primary
        Shopping Frontage within the centre extends along Market Place, a small section of
        the northern end of the High Street and along the southern and most of the eastern
        frontages within St Peters Court.

5.3     A map showing the structure of the centre and land uses is shown on Plan 5.1
        overleaf.


        Role and Position in Retail Hierarchy

5.4     Chalfont St Peter is designated as a district centre in the adopted Chiltern District
        Local Plan (1997) and together with Amersham-on-the-Hill and Chesham is at the
        highest level of the retail hierarchy within the District. It is important to note that the
        Local Plan states that Chalfont St Peter is significantly smaller than the other two
        district centres, and compares the centre to other small local centres in the district.
        The centre’s future designation as a District Centre is an issue addressed in this
        report.



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LON   -   53
5.5     The household survey results suggest Chalfont St Peter retains only about 7% of
        comparison expenditure within its respective study area zone (Zone 4). By way of
        comparison, Chesham retains 26% in Zone 1 and Amersham retains 20% in Zone 2
        In terms of convenience trade, Chalfont St Peter also has a low market share in Zone
        4 (about 20%), compared with Chesham’s retention rate of 65% in Zone 1 and
        Amersham’s 64% in Zone 2.

5.6     Although Chalfont St Peter is the smallest of the three district centres in Chiltern, and
        has a low level of expenditure retention, it has an important role as a shopping and
        service centre in the south east of the District, particularly in serving its immediate
        catchment area, as shown on Plan 2 in Appendix A.

5.7     The main competing centres to Chalfont St Peter for comparison goods are High
        Wycombe, Uxbridge, Amersham and Gerrards Cross. For convenience shopping the
        main competing destinations are large food stores in Beaconsfield and Tesco in
        Amersham.


        Mix of Uses and Occupier Representation

5.8     Chalfont St Peter’s key roles include:

             convenience shopping – a Budgens supermarket supported by two bakeries, a
             butcher, a grocer, a health food shop, a sandwich bar, two off licences, a
             newsagent and a general convenience store. These facilities primarily serve
             basket and top up food shopping trips;

             comparison shopping - a reasonably good range of largely independent shops
             selling a range of high and lower order comparison goods;

             services – including a good range of high street national banks and building
             societies, restaurants, two takeaways, a travel agent and a number of estate
             agents and hairdressers;

             entertainment – including three pubs; and

             community facilities –a place of worship and a public library.

5.9     Chalfont St Peter District Centre has 87 retail/service units (excluding non Class A
        uses), and is about half the size of Chesham and Amersham on the Hill. Table 5.1
        sets out the mix of uses in Chalfont St Peter District Centre, compared with the Goad
        national average. The proportion of comparison retail is similar to the national
        average and convenience retail and A1 and A2 service uses are higher than the
        national average.    However, most of the convenience outlets are small, with the
LON\R11102 - 07 FINAL.doc                                                                     54
        exception of Budgens, and one would expect a district centre to have a higher
        proportion of convenience units.         The Chalfont St Peter Voice of Older People’s
        Action Group (VOPAG) suggested the convenience provision in the town is a key
        strengths, in particular the independent butcher and greengrocer are well supported.
        and the Budgens store is well used.            Nevertheless the household survey results
        indicate the town loses a significant proportion of main food shopping trips to
        Amersham and Beaconsfield.

5.10    The proportions of A3 and A5 uses are lower than the national average. There are
        two vacant shop units in the centre, a vacancy rate of 2.4% which is significantly
        lower than the national average, which suggests the demand for premises is relatively
        strong in comparison with the supply of premises.

        Table 5.1: Chalfont St Peter District Centre Use Class Mix by Unit

                                      Chalfont St Peter Centre                               UK
                                                                             Index
          Type of Unit                                                                     Average*
                                        Units               %           (National = 100)
                                                                                             (%)
          Comparison Retail               37               44.6               96.1           46.4
          Convenience Retail              11               13.3               145.6          9.1
          A1 Services                     12               14.5               180.7          8.0
          A2 Services                     15               18.1               168.9          10.7
          A3 and A5                        6               7.2                52.0           13.9
          A4                               4               n/a                 n/a           n/a
          Miscellaneous                   n/a              n/a                 n/a           1.4
          Vacant                           2               2.4                22.9           10.5
          Total                           87              100.0                             100.0
        Sources: NLP Site visit (July 2007)
        UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Retailer Representation

5.11    Chalfont St Peter District Centre has a small selection of comparison shops (37)
        reflecting the centre’s role as the smallest district centre within Chiltern District. Table
        5.2 provides a breakdown of comparison shop uses by goods categories.

5.12    All categories with the exception of ‘cars, motorcycles and motor accessories’ and
        ‘variety, department and catalogue’ stores are represented in the centre, but the
        choice of shops within each category is limited (5 units or less). The provision of
        national multiples is very limited, when compared with Amersham, Chesham or
        Beaconsfield. The four national multiple comparison retailers present in the town
        centre are Timpson and House of Cards, and two charity shops.



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        Table 5.2: Chalfont St Peter District Centre Breakdown of Comparison Units

                                                       Chalfont St Peter           Index          UK
         Type of Unit                                   District Centre          (National =   Average*
                                                       Units        %               100)         (%)
         Clothing and Footwear                           4         10.8             40.0         27.0
         Furniture, carpets and textiles                 2         5.4              60.7         8.9
         Booksellers, arts, crafts and stationers        5         13.5            142.2         9.5
         Electrical, gas, music and photography          4         10.8            105.0         10.3
         DIY, hardware & homewares                       5         13.5            214.5         6.3
         China, glass, gifts & fancy goods               3         8.1             213.4         3.8
         Cars, motorcycles & motor access.               0         0.0               0.0         2.9
         Chemists, drug stores & opticians               4         10.8            128.7         8.4
         Variety, department & catalogue                 0         0.0               0.0         2.1
         Florists, nurserymen & seedsmen                 2         5.4             245.7         2.2
         Toys, hobby, cycle & sport                      2         5.4             102.0         5.3
         Jewellers                                       1         2.7              53.0         5.1
         Other comparison retailers                      5         13.5            168.9         8.0
         Total                                           37       100.0                         100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


5.13    The variety of shops in Chalfont St Peter was identified as a strength in the SWOT
        (Strengths, Weaknesses, Opportunities and Threats) analysis carried out by Chalfont
        St Peter Chamber of Commerce (Oct 2007), but the lack of specific shops including
        shoe shops, delicatessen, lingerie and DVD/music was also identified as a weakness.
        The lack of multiple national retailers was cited as one Chalfont St Peter’s strengths,
        because the centre’s trade mix has a unique local distinctiveness. The introduction of
        more chain stores could change the distinctive character of the centre.

5.14    As indicated in Section 3, the household survey results suggest a number of residents
        in the local area (Zone 4) would shop more often in Chalfont St Peter if the choice of
        shops was improved:

             better choice of clothing shops (4.5%); and
             better choice of shops in general (6.0%).


5.15    These results suggest there is some scope to improve the range and choice of
        shopping within the centre, but the low percentages above suggest it may be difficult
        to significantly increase the centre’s market share and catchment area without a
        major expansion of the centre. The number of vacant units in the centre is limited,
        and opportunities to attract new operators are also limited. The strategy for Chalfont
        should seek to retain existing premises for Class A uses and should only promote
        small scale development to improve the choice and range of shops and services. A
        review of potential development sites is set out in Section 16.

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        Service Uses

5.16    Chalfont St Peter District Centre has a reasonable range of service uses for a centre
        of its size, with all categories represented, as shown in Table 5.3. The centre has a
        relatively low proportion of restaurants, cafés and takeaways compared with the
        national average.       The proportions of banks and other financial services, estate
        agents and valuers, and laundries/dry cleaners are significantly higher than the
        national average.


        Table 5.3: Chalfont St Peter District Centre Analysis of Selected Service Uses

                                                   Chalfont St Peter               Index                 UK
         Type of Use                                    Centre                  (National =           Average*
                                                   Units         %                  100)                 (%)
         Restaurants, cafes & takeaways              6         20.7               48.5                 42.7
         Banks/other financial services              8         27.6               173.5                15.9
         Estate agents and valuers                   5         17.2               149.9                11.5
         Travel agents                               1         3.4                63.9                  5.4
         Hairdressers & beauty parlours              7         24.1               112.3                21.5
         Laundries and dry cleaners                  2         6.9                229.9                 3.0
         Total                                      29        100.0                                    100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)
        N.B. ‘Restaurants, cafés and takeaways’ does not include the 4 pubs/wine bars in the centre


5.17    Some of the main high street banks and building societies are represented within
        Chalfont St Peter District Centre including HSBC, Barclays, Nat West, and Yorkshire
        Building Society. In addition to Class A service uses Chalfont St Peter District Centre
        has some other non-retail uses including a library, a church and a number of office
        buildings.

5.18    The chamber of commerce’s SWOT analysis suggest the availability of banks/building
        societies is a strength of the centre, but the lack of cafés, bistros and coffee shops
        was a weakness.          In addition the abundance of estate agents was identified as
        weakness. The figures in Table 5.3 appear to support these views.


        Other Town Centre Uses

5.19    In addition to Class A retail and service uses, Chalfont St Peter has a library (High
        Street), an ambulance station (High Street) and a place of worship (High Street),
        which are all just outside the District Shopping Centre boundary as defined on the
        proposals map. The provision of community facilities is relatively limited e.g.
        community hall, health clinics etc.

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        The Supply of Commercial Premises and Property Indicators

5.20    There were two vacant units in Chalfont St Peter District Centre which were located
        towards either end of Market Place. The vacancy rate (2.4%) is significantly below
        the national average (10.5%).      There is a limit supply of shop premises available to
        attract new operators.

5.21    Published Prime Retail Rent and Yields data was not available for Chalfont St Peter.


        Retailer Requirements

5.22    The Estates Gazette (EGI) and our canvas of operators has identified 11 possible
        space retailer requirements for Chalfont St Peter, of which 2 are comparison retailers,
        2 are convenience retailers, 4 are food and drink operators, 2 are service operators
        and one leisure operator. Operator space requirements are summarised in Appendix
        D.    However, none of the respondents to our operator survey identified a need for
        premises in Chalfont St Peter in particular. Therefore, in reality the demand for space
        in Chalfont St Peter from multiple operators may be limited.


        Accessibility and Movement


        Private Transport

5.23    Chalfont St Peter is easily accessible from the areas north and south of the centre.
        The A413 runs adjacent to the centre and provides access to Amersham to the north
        and Gerrards Cross and Denham to the south east. Access by main road from the
        east and west is poor. The centre’s accessibility was cited as a strength in the SWOT
        analysis carried out by Chalfont St Peter Chamber of Commerce.          In our view the
        centre is accessible for residents within the Chalfonts and Gerrards, but access to a
        wider catchment area is constrained by poor east west links and the M25 and M40
        motorways, which are major barriers.


        Car Parking

5.24    Good accessibility to convenient car parks is important to the vitality and viability of
        the town centre. There are two main public car parks within the centre, one located
        just off Church Lane at the north eastern end of the centre, and one located at St
        Peters Court.       These car parks are conveniently located in the heart of the centre.


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        There is also a customer car park at Budgens, which is located just off the High
        Street, with 65 spaces.

5.25    The car park off Church Lane has 165 spaces and 7 disabled bays, which are free for
        an hour, and thereafter is charged as follows; up to 2 hours: £1.00, 3 hours: £1.50, 4
        hours: £2.00, 10½ hours: £3.00. The car park at St Peters Court has 63 spaces
        giving the centre a total of 235 public parking bays, plus the Budgen’s car park.

5.26    The household survey results suggested that only 4% of local residents in Zone 4
        would shop more often in Chalfont St Peter if more car parking was provided. In
        terms of car parking charges only 6% mentioned cheaper car parking.

5.27    In the comments received from local stakeholders, the amount of car parking is
        viewed as strength by Chalfont St Peter Chamber of Commerce.             However, the
        VOPAG suggested that inconsiderate on-street parking was a problem in the centre.


        Public Transport

5.28    There are a number of bus stops in Chalfont St Peter, i.e. one on either side of
        Market Place; one outside Budgens on the southern side and one by The Broadway
        on the northern side. There are three bus routes (numbers 305, 335, 353) run by
        Arriva/Carousel and First which stop in Chalfont St Peter which provide good links to
        the immediate and wider area.       Destinations served by bus routes include High
        Wycombe, Wycombe Marsh, Loudwater, Holtspur, Beaconsfield Old Town,
        Beaconsfield New Town and Seer Green to the west; Chalfont St Giles, Chalfont and
        Latimer Station, Berkhamsted, Ashley Green, Chesham, Amersham, Old Amersham
        and Amersham Station to the north; Gerrards Cross, Stoke Poges and Slough to the
        south; and Denham and Uxbridge to the south east.

5.29    The VOPAG suggested that the bus services were too infrequent and were under-
        used.

5.30    There is no train station in Chalfont St Peter, but there are bus links to Gerrards
        Cross, Amersham and Chalfont and Latimer Stations.


        Pedestrian Access and Movement

5.31    The High Street, St Peters Court and Market Place are the main shopping streets in
        the centres. The centre is relatively compact and is easy for pedestrians to walk

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        around. However, the absence of shop units on the south side of Market Place, does
        not provide a natural circuit for pedestrians. Pedestrian movement throughout
        Chalfont St Peter is reasonable, the High Street and Market Place junction is the main
        obstacle to pedestrian movements, but adequate road crossings are provided in this
        area.

5.32    Pedestrian movement within St Peters Court and the High Street is free flowing, and
        is hindered only by the traffic along the High Street itself. There are two pedestrian
        crossings in the centre, i.e. one between Buckingham Parade and The Broadway on
        Market Place, and one on the northern half of the High Street by St Peters Court.
        Pedestrian flows tend to be heaviest along Market Place and St Peters Court, and
        were lowest along the southern half of the High Street.


        Environmental Quality

5.33    The quality of buildings within Chalfont St Peter is generally good, and they are
        predominantly attractive period buildings. There are some modern buildings in the
        centre, including the Budgens store and St Peters Court. Most shop premises in the
        centre are in good condition, with generally well maintained façades. The Chalfont St
        Peter Chamber of Commerce SWOT analysis identified a need for some shops to
        improve their appearance.

5.34    Buildings along Market Place are primarily period buildings, but parts of the High
        Street and St Peters Court are more modern and varied in style, with most in good
        condition. Some units require new fascias and refurbishment to further enhance the
        environmental quality and appearance of the centre. The St Peters Court Precinct is
        perhaps the least attractive part of the centre.    Overall in our view the aesthetic
        quality of the buildings in Chalfont St Peter is above average.

5.35    Throughout most of the centre the paving is of satisfactory quality and pavements are
        sufficient in terms of width. However, the VOPAG voiced concerns over cracked
        paving in places. There is an adequate provision of street lighting throughout the
        centre which is of a reasonable quality, but there is limited public open space within
        the centre.

5.36    CCTV is evident within centre and there is minimal litter, chewing gum and graffiti
        throughout the centre, which was highlighted by VOPAG.            The street furniture



LON\R11102 - 07 FINAL.doc                                                                   60
        throughout the centre (i.e. litter bins, seating, bicycle racks) is generally of a good
        quality and is complemented by hanging baskets and potted plants.

5.37    Chalfont St Peter District Centre has a generally good physical fabric with a number
        of historic and characteristic buildings. The Village won the ‘Buckinghamshire Best
        Kept Village’ award in 1987, 1990, 1992, 1994, 1997 and 2005, and has a charming
        quality.

5.38    The overall environmental quality within Chalfont St Peter Village is generally high,
        and it has an attractive village ambience with a reasonable range of shops and
        services. Both Chalfont St Peter Chamber of Commerce and VOPAG identified the
        community spirit/friendly village atmosphere in Chalfont St Peter.




        View east along Market Place.                           On-street parking on Market Place.




        View into St Peters Court showing ground floor retail   Potted plants and public seating outside HSBC.
        units and first floor residential units.


5.39    In terms of local distinctiveness, Chalfont St Peter’s environmental and shopping
        experience is of good quality, but does not offer anything particularly unique.
        However, the centre has a village feel with a predominance of independent traders
        offering something different from centres where multiple chain stores dominate.
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        Summary of Chalfont St Peter District Centre’s Strengths and Weaknesses

5.40    The strategic recommendations for Chalfont St Peter are set out in Sections 17 and
        18, and a review of development opportunities in the centre is summarised in Section
        16. The key strengths and weaknesses of centre are summarised below, based on
        NLP’s audit of the centre, the household shopper survey results and discussions with
        Council officers and stakeholders.


        Strengths

             Chalfont St Peter is a compact centre with a village feel. The environmental and
             shopping experience is of good quality, and the predominance of independent
             traders offers something different from centres where multiple chain stores
             dominate. The introduction of more chain stores could change the character of
             the centre.

             The centre offers a good provision of small specialist convenience shops, i.e.,
             independent bakeries, a butcher and a greengrocer.             The Budgen’s store is
             suitable for top-up and basket food shopping.

             The range of independent comparison shops is also good for a centre of its size,
             although the choice of shops in each category of goods is limited.

             The centre provides a good range of service facilities including banks and building
             societies, estate agents, hairdressers and dry cleaners/laundries.

             The vacancy rate within the centre is very low (2.4%), considerably lower than the
             national average which suggests the demand for premises is good in relation to
             the supply of premises.

             Public transport links to and from the centre are fairly good, although there is no
             train station.

             Car parking provision is adequate for a centre of its size.

             The environmental quality of Chalfont St Peter is good, with well maintained
             buildings, including a number of attractive period buildings. The paving is
             generally wide and even and there is little evidence of litter of graffiti.



LON\R11102 - 07 FINAL.doc                                                                      62
             The provision of street furniture throughout the centre is generally good and there
             is adequate street lighting and bins. There is also public seating and hanging
             baskets and potted plants, which enhance the attractiveness of the centre.


        Weaknesses

             Chalfont St Peter is the smallest district centre in the two authority areas, and has
             a more limited range and choice of shops and services. The centre retains the
             lowest amount of comparison and convenience expenditure within its local
             catchment area, when compared with other district centres. Nevertheless, the
             scale of the centre gives it a village atmosphere.

             Chalfont St Peter has no food store capable of meeting the needs of most
             residents for main and bulk food shopping. The Budgens store is primarily a top
             up and basket shopping facility. If Tesco is implemented at Gerrards Cross this
             may limit potential for a new store in Chalfont St Peter.

             Although the quality of buildings and environment are in our view above average,
             the St Peters Court precinct is perhaps the least attractive area of the centre. The
             centre also has limited pedestrianised areas and public open space.

             The availability of premises for new operators is relatively limited with a low
             proportion of vacant premises suitable to meet the requirements of modern
             retailers.

             There is a limited range of leisure and entertainment facilities in the centre. The
             evening economy is based primarily on the three pubs and four restaurants.

             The absence of shop units on the south side of Market Place does not encourage
             shoppers to visit all parts of the centre during their trip.


        Chalfont St Peter Summary

5.41    Overall Chalfont St Peter is considered to be a healthy, vital and viable district centre.
        It is a small centre with a more limited range and choice of shops and services than
        other district centres in the two authorities. However, the centre’s village ambience
        and provision of small independent and specialist traders, differentiate it from other
        centres, and this is the centre’s key strength. The strategy for the centre should


LON\R11102 - 07 FINAL.doc                                                                      63
        recognise and seek to maintain and enhance the character of the centre. The
        introduction of more chain stores could change the character of the centre.




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6.0     CHESHAM DISTRICT CENTRE HEALTH CHECK


        Introduction

6.1     Chesham is an attractive historic market town located in the north of Chiltern District,
        approximately two miles north of Amersham. It is the largest of the district’s shopping
        centres and predominantly serves residents in the central and northern parts of the
        study area.         The Adopted Chiltern Local Plan (1997) suggests it has the largest
        catchment population of all the centres in the District.          The centre’s primary
        catchment area, based on evidence from the household survey results, is shown on
        Plan 2 in Appendix A.


        Structure

6.2     The main shopping area of Chesham is concentrated along a north - south spine
        along the High Street, continuing along Market Square to the south and Broad Street
        to the north. It is a linear centre, with some shops located on side streets, or ‘Yards’
        (Lewins Yard, Church Street, Francis Yard, Baines Walk, Laceys Yard, Darsham
        Walk, Station Road, The Broadway, Blucher Street and White Hill). The shopping
        area extends just over 600 metres, most of which is pedestrianised. The Principal
        Shopping Frontage is concentrated on both sides of the southern half of the High
        Street and along The Broadway. No Secondary Retail Frontage is identified on the
        proposals map of the Local Plan (1997).

6.3     A map showing the structure of the centre and land uses is shown on Plan 6.1
        overleaf.


        Role and Position in Retail Hierarchy

6.4     Chesham is designated as a district centre in the Adopted Chiltern District Local Plan
        (1997), and together with Amersham-on-the-Hill and Chalfont St Peter, is at the
        highest level of the retail hierarchy within the District.   However, in the sub-region
        these centres are below High Wycombe, Hemel Hempstead, Watford and Uxbridge in
        the hierarchy. Chesham predominantly serves the population of the central and north
        part of the District.




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-   66
6.5     The household survey results suggest Chesham retains about 26% of comparison
        expenditure within its respective study area zone (Zone 2). By way of comparison,
        Amersham retains 20% in Zone 2 and Beaconsfield retains 22% in Zone 3. In terms
        of convenience trade Chesham has a relatively high market share in Zone 1 (about
        65%). By way of comparison, Amersham (including Tesco) retains 64% in Zone 2
        and Beaconsfield retains 64% in Zone 3.

6.6     The main competing centres to Chesham for comparison goods are Amersham,
        Hemel Hempstead and Watford for residents to the north and west of the district and
        High Wycombe and Uxbridge for residents to the south of the district. Chesham
        retains a reasonably high proportion of convenience trade from the northern part of
        the District but faces competition primarily from Tesco’s in Amersham, and to a lesser
        extent food stores in Beaconsfield, High Wycombe and Hemel Hempstead.


        Mix of Uses and Occupier Representation

6.7     Chesham town centre’s key roles include:

               Convenience shopping –Sainsbury and Waitrose supermarkets, as well as
               three bakeries, confectioners, a butcher, one health food store, two
               delicatessens and a newsagent.

               Comparison shopping – a reasonable range of predominantly independent
               shops complemented by some multiple retailers.

               Services – there is a good provision of services in Chesham, including several
               hairdressers/beauty salons and a good range of national banks/building
               societies and estate agents. There is a reasonably good choice of restaurants,
               cafés and takeaways, three travel agents and two dry cleaners.

               Entertainment – apart from pubs/bars, the range of entertainment uses is limited
               within the centre. The Elgiva Theatre/Cinema is located just outside the centre
               boundary.

               Community facilities – includes a dental surgery, two places of worship, a
               citizen’s advice bureau and a library.

               Market – a general market with approximately 80 stalls operates on
               Wednesdays and Saturdays in Chesham.

        Retailer Representation

6.8     Chesham has 158 retail and service units (A class) within the town centre, including
        68 comparison and 16 convenience shops, and is slightly larger than Amersham on


LON\R11102 - 07 FINAL.doc                                                                   67
        the Hill. Table 6.1 below sets out the mix of uses in Chesham compared with the
        Goad national average.

        Table 6.1: Chesham District Centre Use Class Mix by Unit

                                      Chesham District Centre                Index
                                                                                          UK Average*
         Type of Unit                                                      (National =
                                       Units                (%)                               (%)
                                                                              100)
          Comparison Retail               68              45.0                 97.1           46.4
          Convenience Retail              16              10.6                116.4           9.1
          A1 Services                     21              13.9                173.8           8.0
          A2 Services                     23              15.2                142.4           10.7
          A3 and A5                       16              10.6                 76.2           13.9
          A4                              7                n/a                 n/a            n/a
          Miscellaneous                  n/a               n/a                 n/a            1.4
          Vacant                          7                4.6                 44.2           10.5
          Total                          158              100.0                              100.0
        Sources: NLP Site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)



6.9     The mix of uses in Chesham is broadly similar to the national average, and Chesham
        has a fairly typical mix of uses for a centre of its size. There are higher than average
        proportions of convenience retail and A1 and A2 service units, and a lower proportion
        off A3 and A5 units compared with the national average.              Based on our experience
        district centres of this size tend to have higher proportions of convenience shops and
        non-retail services, and a lower proportion of comparison shops, and in this respect
        Chesham has a reasonable number of comparison shops.

6.10    There are seven vacant units within the centre, a vacancy rate of 4.6%, significantly
        below the national average vacancy rate of 10.5%. Chesham has a reasonably good
        mix of comparison shops (68); a breakdown by goods category is shown below in
        Table 6.2.

6.11    Nearly all categories of comparison good listed are represented in Chesham,
        however, there are no ‘variety/department and catalogue’ stores or ‘cars/motorcycles/
        motor accessories’ shops. The choice of electrical shops, chemists/opticians and
        booksellers/arts/crafts and stationers appears to be particularly good. However, the
        number/choice of shops in other sectors is relatively limited, e.g. clothing/footwear
        and furniture/carpet shops.       One would expect district centres of this size to have a
        limited choice of shops within some categories, in particular a low proportion of high
        order comparison shops such as clothing/footwear and furniture shops.



LON\R11102 - 07 FINAL.doc                                                                            68
        Table 6.2: Chesham District Centre Breakdown of Comparison Units

                                                       Chesham District            Index          UK
         Type of Unit                                       Centre               (National =   Average*
                                                        Units       %               100)         (%)
         Clothing and Footwear                           9        13.2              49.0         27.0
         Furniture, carpets and textiles                 3         4.4              49.6         8.9
         Booksellers, arts, crafts and stationers        11       16.2             170.3         9.5
         Electrical, gas, music and photography          10       14.7             142.8         10.3
         DIY, hardware & homewares                       4         5.9              93.4         6.3
         China, glass, gifts & fancy goods               3         4.4             116.1         3.8
         Cars, motorcycles & motor access.               0         0.0               0.0         2.9
         Chemists, drug stores & opticians               11       16.2             192.6         8.4
         Variety, department & catalogue                 0         0.0               0.0         2.1
         Florists, nurserymen & seedsmen                 2         2.9             133.7         2.2
         Toys, hobby, cycle & sport                      3         4.4              83.2         5.3
         Jewellers                                       2         2.9              57.7         5.1
         Other comparison retailers                      10       14.7             183.8         8.0
         Total                                           67      100.0                          100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


6.12    Major national multiple comparison retailers present in Chesham town centre include:

               Blockbuster
               Boots the Chemist
               The Carphone Warehouse
               Clinton Cards
               Dollond & Aitchison
               Stead & Simpson
               Mackays
               Oxfam
               Millets
               Superdrug
               Specsavers
               Waterstones
               Walton Clothing
               Charity Shops including Cancer Research UK and RSPCA.

6.13    These national retailers are commonly found within small market towns and district
        centres and Chesham has limited local distinctiveness in terms of chain stores.
        However, these chain stores are complemented by a reasonable selection of
        independent traders, including some interesting specialists e.g. jewellers and book
        shops, which do provide some local distinctiveness.

6.14    A good diverse selection of local independent shops was cited by the Chesham Town
        Council as one of Chesham’s strengths, although the need to support these retailers
        in order to allow them to compete with the surrounding larger centres was
        emphasised.

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6.15    As indicated in Section 3, the household survey results suggest a number of residents
        in the local area (Zone 1) would shop more often in Chesham if the choice of shops
        was improved:

             better choice of clothing shops (14.0%);
             more large shops/chain stores (10.5%);
             better choice of shops in general (10.5%);
             more independent small shops (7.0%); and
             better food and grocery shopping (5.0%).


6.16    These results suggest there is scope to improve the range and choice of shopping
        within Chesham, particularly clothing shops, but views on chain stores and
        independent traders were mixed. The number of vacant units in the centre is limited,
        and opportunities to attract new operators are also limited. The strategy for Chesham
        should seek to retain existing premises for Class A uses and should promote
        development to provide new or enlarged shop units. A review of potential
        development sites is set out in Section 16.


        Service Uses

6.17    Chesham contains a range of retail service uses, with all categories represented, as
        shown in Table 6.3.


        Table 6.3: Chesham District Centre Analysis of Selected Service Uses

                                                 Chesham District               Index         UK
           Type of Use                                Centre                 (National =   Average*
                                                 Units          %                100)         (%)
         Restaurants, cafes & takeaways           16        28.6               66.9         42.7
         Banks/other financial services           13        23.2               146.0        15.9
         Estate agents and valuers                 8        14.3               124.2        11.5
         Travel agents                             3         5.4               99.2          5.4
         Hairdressers & beauty parlours           14        25.0               116.3        21.5
         Laundries and dry cleaners                2         3.6               119.0         3.0
         Total                                    56        100.0                           100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)


6.18    The centre has a relatively low proportion of restaurants, cafés and takeaways
        compared with the national average, but there is still a reasonable choice of cafés
        and takeaways. The choice of good quality restaurants could be improved. The
        proportion of banks, other financial services, estate agents and valuers is significantly
        higher than the national average, but this is not unusual within district centres. Most
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        of the main high street banks and building societies are represented within Chesham,
        including Barclays, Halifax, HSBC, Lloyds TSB, Nationwide and Natwest.


        Other Town Centre Uses

6.19    In addition to Class A retail and service uses, Chesham has several office buildings, a
        dentist, two places of worship, a citizen’s advice bureau and a town hall within the
        District Shopping Centre as defined on the proposals map. There is also a library
        (Elgiva Lane), a Police Station (Broad Street), a job centre (Red Lion Street) and a
        theatre/cinema (St Mary’s Way) which lie just outside the Centre boundary.
        Chesham has a relatively good selection of other non-retail uses compared with other
        district centres in the study area.


        Supply of Commercial Premises and Property Indicators

6.20    The size of unit varies significantly within Chesham from around 20 sq m to around
        500 sq m.        There were seven vacant units in Chesham at the time of survey,
        scattered throughout the centre. Most of the vacant units are small. The largest
        vacant unit (46-50 High Street) was under alteration for M&Co.            The availability of
        vacant shops for new operators is limited.


        Retailer Requirements

6.21    The Estates Gazette (EGI) and our canvas of operators has identified 22 possible
        space retailer requirements for Chesham, of which 7 are comparison retailers, 2 are
        convenience retailers, 7 are food and drink operators, 4 are service operators and 2
        are leisure operators. Operator space requirements are summarised in Appendix D.
        A summary of the operators requiring space who responded to the canvas
        questionnaire is shown below. These are firmer commitments than those suggested
        by EGI, which are unconfirmed requirements.            These responses suggest some
        operators are finding it difficult to find suitable premises in Chesham.

                                                       Size             Reason for not securing
         Retailer           Type
                                                       requirement      requirement to date
         British Heart                                 1,200 sq.ft. /
                            Charity shop                                Rent too high
         Foundation                                    110 sq.m
                                                       1,500 sq.ft. /
         Tchibo             Coffee Shop/Homewares                       No availability/Rent too high
                                                       140 sq.m
         The Edinburgh                                 3,000 sq.ft. /
                            Clothing                                    No availability
         Woollen Mill                                  280 sq.m



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        Property Indicators

6.22    Retail yield data is not available for Chesham. Retail Zone A rents in Chesham were
        £484 per sq m, compared with £538 per sq m in Amersham on the Hill. There is an
        insufficient body of rental evidence to monitor rental trends in Chesham. However,
        the most recent figure (£484 per sq m) is reasonably healthy for a small market town,
        and reflects the low vacancy rate.


        Accessibility and Movement


        Private Transport

6.23    Chesham is accessible from the surrounding area and the centres primary catchment
        area as shown on Plan 2 Appendix A. The A416 provides links to Berkhamsted to the
        north, and to Amersham to the south; the B4505 provides links to Bovingdon and
        Hemel Hempstead to the north east and the B485 provides links to Great Missenden
        to the west.

6.24    The High Street is pedestrianised and there were moderate flows of traffic around the
        periphery of the centre during our visits, but with heavy flows along St Mary’s Way.
        The Chesham Town Council highlighted traffic congestion in and around Chesham as
        one of the main weaknesses, and said it was largely due to Chesham being a through
        route for traffic going to Amersham amongst other places.


        Car Parking

6.25    The household survey results indicate that most customers travel by car.         Good
        accessibility to convenient car parks is important to the vitality and viability of the
        centre. There are two council-run car parks within Chesham centre and four just
        outside the centre boundary.

6.26    The car parks within the town centre boundary are as follows:

               Star Yard Car Park (Blucher Street)          148 spaces + 10 disabled bays
               Catlings Car Park (Blucher Street)           56 spaces + 3 disabled bays
6.27    The car parks just outside the town centre are as follows:

               Albany Car Park (Albany Place)               66 spaces + 3 disabled bays
               Chesham Station Car Park (The Backs)         179 spaces + 4 disabled bays
               East Street Car Park (East Street)           13 spaces + 0 disabled bays
               Water Meadow Car Park (St Mary’s Way)        168 spaces + 5 disabled bays

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6.28    Car parking charges are constant across all council-run car parks at the following
        rates:

                 1 hour:           £0.40
                 2 hours:          £1.00
                 3 hours:          £1.50
                 4 hours:          £2.00
                 10½ hours         £3.00

6.29    The Star Yard Car Park has a maximum stay of 3 hours. In total there are 630 public
        car parking spaces within or near the centre and 25 disabled bays. There are also
        customer car parks at the Sainsbury and Waitrose stores, which customers can use
        while they visit the centre.

6.30    The household survey results suggested that only 3.5% of local residents in Zone 1
        would shop more often in Chesham if more car parking was provided. This was the
        lowest percentage recorded for the five main centres in the two Districts. These
        results suggest car parking is not perceived to be a problem in Chesham amongst
        customers.          However, Chesham Town Council suggested providing an hour’s free
        parking would be a significant improvement to the centre, but only 1.5% of local
        residents in Zone 1 suggested they would shop more often in Chesham if car parking
        was cheaper.


        Public Transport

6.31    There are two bus stops within Chesham centre boundary and a further four just
        outside the boundary, i.e. on The Broadway, Broad Street near the Police Station;
        and Red Lion Street near the Church. There is also a large taxi rank adjacent to the
        bus stops. Several bus routes serve Chesham, operated by Carousel Buses and
        Arriva (route numbers 4, 49, 52, 59, 60, 94, 336, 353, 362, 373, 374, 375, 379).
        These provide access to Amersham, Amersham Old Town, Ashley Green, Ballinger
        Common,        Beaconsfield,       Beaconsfield   Old   Town,   Bellingdon,   Berkhamsted,
        Bovingdon, Chalfont St Giles, Chalfont St Peter, Chartridge, Chesham Bois,
        Cholesbury, Chorleywood, Croxley Green, Gerrards Cross, Great Missenden,
        Hawridge, Hemel Hempstead, High Wycombe, Holmer Green, Lee Common, Ley Hill,
        Little Chalfont, Little Missenden, Lye Green, Rickmansworth, South Heath, Slough, St
        Leonards, Stoke Poges, Tring, Watford, Whelpley Hill and Wiggington.

6.32    Chesham Underground station is located approximately 50m east of the town centre
        boundary on Station Road. The station is on the Metropolitan Line and provides half-
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        hourly links to Central London via Chalfont & Latimer, Rickmansworth, Northwood,
        North Harrow and Wembley.

6.33    The location of the station should help to generate some additional trade for the
        centre, i.e. customers shopping on their way to and from work.          However, good
        transport links to Central London may encourage customers to shop more often in
        London. On balance the station is a benefit to the centre.


        Pedestrian access and movement

6.34    Chesham District Centre is a long linear centre. Market Square leads into the High
        Street which is the main pedestrian thoroughfare. The other shopping streets of
        Church Street, Francis Yard, Darsham Walk, Station Road, Blucher Street and White
        Hill branch off the High Street. The highest levels of pedestrian movement were
        observed along the southern half of the High Street, while the lowest were observed
        at the northern end of the High Street and along White Hill.

6.35    The pedestrianisation of the High Street enables unobstructed pedestrian movement.
        St. Mary’s Way is a physical barrier to west of the centre, but there are adequate
        pedestrian crossings around the edge of the centre.        The paving along the High
        Street is good quality, with even brick pavers, laid in an attractive style. Some of the
        paving along the side streets/court yards branching off the High Street is slightly
        uneven, but this does not detract from the historic character of the centre.


        Environmental Quality

6.36    The overall environmental quality in Chesham District Centre is very high and the
        centre appears to be well management and maintained. The wide pedestrianised
        High Street gives the centre a feeling of space and safety, while the well maintained
        period buildings heighten the attractiveness and atmosphere of the centre.          The
        Market Square area offers a particularly attractive shopping environment.

6.37    The centre has an interesting mix of building styles with the majority of the built form
        comprising period Victorian period buildings, which add to the centres local
        distinctiveness. The majority of the retail façades within the centre are in good
        condition, as are the upper floors of most buildings. The northern end of the High
        Street and Broad Street is perhaps the least attractive part of the centre, where the
        quality of the façades and maintenance of buildings are in our view not of the same
        high quality.
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6.38    There is a good provision of street furniture in the pedestrianised area, including
        ample bins, seating, pedestrian signs, street lighting, hanging baskets and potted
        plants. The majority of street furniture is of the same traditional style throughout the
        centre, and is of a good quality.

6.39    CCTV is evident throughout the centre and enhances the feeling of safety. There was
        minimal litter throughout the centre and no evidence of graffiti or fly posting.

6.40    A strong community spirit and high environmental quality were cited by the Chesham
        Town Council as major strengths of Chesham Town Centre.




        View into Market Square from Red Lion Street.          View into Darsham Walk from the High Street.




        Slightly more tired facades towards the northern end   View along the High Street facing South.
        of the High Street.




6.41    The strategic recommendations for Chesham are set out in Sections 17 and 18, and a
        review of development opportunities in the centre is summarised in Section 16. The
        key strengths and weaknesses of Chesham are summarised below, based on NLP’s
        audit of the centre, the household shopper survey results and discussions with
        Council officers and stakeholders.


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        Summary of Chesham District Centre’s Strengths and Weaknesses

        Strengths

        A number of factors contribute to Chesham District Centre’s local distinctiveness.
        The pedestrianised High Street has a number of ‘courtyards’ branching off, in
        particular Darsham Walk is a narrow alley with a number of interesting independent
        shops. There is a good provision of independent retailers in the centre, which support
        the multiple outlets.

        The clock tower and Market Square at the southern end of the High Street, street
        furniture and planting provide an attractive shopping environment, which also add to
        the centre’s local distinctiveness.

        Chesham District Centre has a good provision of convenience retailers including two
        relatively large supermarkets, suitable for main and bulk food shopping. The large
        stores are complemented by a number of independent specialist shops

        The number of comparison retailers in Chesham is also fairly good for a district centre
        of its size. There is a mix of national and independent retailers.

        There is a large street market which operates bi-weekly in Chesham centre.

        The level of service provision in Chesham is good, with many of the high street
        banks/building societies represented, and a good supply of estate agents and
        numerous hair dressers/beauty salons.

        There are a number of other town centre uses in Chesham which enhance the
        centre’s vitality and viability including the Elgiva Theatre/Cinema, a library, two places
        of worship, a dental surgery, a health centre and a citizen’s advice bureau.

        The vacancy rate within Chesham District Centre (4.6%) is significantly below the
        national average (10.5%) suggesting that demand for premises is strong in relation to
        the supply of premises within the centre;

        The overall shopping environmental quality within Chesham is high, with wide and
        even paving, well maintained period buildings and ample provision of hanging
        baskets and potted plants all create a pleasant atmosphere within the centre.



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        The pedestrianisation of the High Street and pedestrian crossings around the
        periphery of the centre provide safe and easy pedestrian movement within and
        around the centre.

        Public transport links to and from the centre are generally good – the bus services are
        regular and serve a reasonably wide area, and the underground station provides a
        direct link with central London.

        Car parking appears to be sufficient for a centre of its size.

        Weaknesses

        Despite having a reasonable number of comparison shops, the choice in some
        sectors is limited and the number of higher order comparison shops such as fashion
        and clothing is small, particularly in comparison with larger centres in the sub-region
        i.e. Watford, High Wycombe and Hemel Hempstead.

        The availability of premises for new operators is relatively limited with a low proportion
        of vacant premises suitable to meet the requirements of modern retailers.

        There is a poor choice of high quality restaurants in the centre.           Although the
        provision of cafés and takeaways is sufficient.


        Chesham Summary

6.42    Chesham is the largest town centre in Chiltern District which provides a good range of
        shops and services for a district centre of its size. The centre is attractive with well
        maintained streetscape and period buildings. There are a number of features that
        add to Chesham’s local distinctiveness which enhance its appeal, including the
        quality of the shopping environment and some interesting independent specialist
        outlets. Overall Chesham is considered to be a healthy vital and viable centre.




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7.0     BEACONSFIELD DISTRICT CENTRE HEALTH CHECK


        Introduction

7.1     Beaconsfield (New Town) is located to the north west of South Bucks District.        It is
        designated as a District Centre in the South Bucks Local Plan. It lies within the sub-
        regional catchment area of High Wycombe to the west.              The centre’s primary
        catchment area, based on evidence from the household survey results, is shown on
        Plan 2 in Appendix A.


        Structure

7.2     The shopping area of Beaconsfield (New Town) is bisected by the railway line, with
        the greatest concentration of retail units to the south of the railway line. The Primary
        Shopping Frontage is concentrated on Station Parade and the eastern side of Penn
        Road to the north of the railway line, and on Station Road and Maxwell Road to the
        south of the railway line. The Secondary Retail Frontage extends along the western
        side of Penn Road, and includes a short length of Burkes Road and Gregories Road,
        to the west of Station Road. A map showing the structure of the centre and land uses
        is shown on Plan 7.1 overleaf.


        Role and position in Retail Hierarchy

7.3     Beaconsfield (New Town) is designated as a district centre in the adopted South
        Bucks District Local Plan (1999), and together with Gerrards Cross is at the highest
        level of the retail hierarchy within the District, but is below High Wycombe, Slough
        and Uxbridge in the sub-regional hierarchy.

7.4     Beaconsfield (New Town) is one of the main shopping and commercial centres within
        the District, and largely serves the resident population of South Bucks, as well as
        shoppers in the south of Chiltern District and the east of neighbouring Wycombe
        district. The main competing centres to Beaconsfield (New Town) for comparison
        goods are High Wycombe for residents to the north west of the District, and Slough
        for residents to the south west of the district. Beaconsfield (New Town) retains a lot of
        convenience trade from the north west of the district, but has competition from
        Amersham, High Wycombe and Slough.



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-   79
7.5     The household survey results suggest Beaconsfield (Old and New Town) retains only
        about 22% of comparison expenditure within its respective study area zone (Zone 3).
        By way of comparison, Chesham retains 26% in Zone 1 and Amersham retains 20%
        in Zone 2.     In terms of convenience trade Beaconsfield has a relatively high market
        share in Zone 3 (about 64%). By way of comparison, Chesham retains 65% in Zone
        1 and Amersham 64% in Zone 3.


        Mix of Uses and Occupier Representation

7.6     Beaconsfield (New Town) town centre’s key roles include:

               Convenience shopping – there is a large Sainsbury’s store (4,000 sq m net), a
               Waitrose (1,500 sq m net) and a Marks & Spencer Simply Food store (400 sq m
               net), as well as two bakers, two delicatessens, and several off-licenses and
               small convenience stores.

               Comparison shopping – a range of independent shops complemented by
               several multiple retailers. Beaconsfield town centre has in particular a large
               number of shops selling clothing and footwear, as well as a reasonable range of
               shops selling household goods.

               Services – there are a large number of national banks and building societies, as
               well as several independent cafés, restaurants, takeaways, hair and beauty
               salons and estate agents.

               Entertainment – the range of entertainment units is very limited, consisting of
               two bars.

               Community facilities – includes a library, a kindergarten, public gardens and
               Beaconsfield Town Hall.

7.7     Beaconsfield (New Town) has 113 retail and service units (A class) within the town
        centre, including 62 comparison and 11 convenience shops, and is marginally smaller
        than Amersham on the Hill and Chesham, but is larger than Gerrards Cross. Table
        7.1 below sets out the mix of uses in Beaconsfield (New Town) compared with the
        Goad national average.

7.8     Beaconsfield (New Town) has a good representation of convenience, comparison and
        A1 and A2 service units compared with the national average. However, the proportion
        of A3/A5 food and drink units is considerably below the national average.

7.9     There are three vacant units within the town centre; the vacancy rate of 2.6% is
        considerably lower than the national average vacancy rate of 10.5% suggesting that
        the centre is healthy and demand for premises is high.

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        Table 7.1: Beaconsfield (New Town) District Centre Use Class Mix by Unit

                                       Beaconsfield District Centre            Index
                                                                                               UK Average*
          Type of Unit                                                       (National =
                                        No. units              %                                   (%)
                                                                                100)
          Comparison Retail                 62               54.4              117.2                 46.4
          Convenience Retail                11                9.6              105.5                 9.1
          A1 Services                       11                9.6              120.0                 8.0
          A2 Services                       18               15.8              147.7                 10.7
          A3/A5 (excl. pubs/bars)           9                 7.9               56.8                 13.9
          A4                                2                n/a                 n/a                 n/a
          Miscellaneous                    n/a               n/a                 n/a                  1.4
          Vacant                            3                2.6                24.8                 10.5
          Total                            116              100.0
        Source: Goad Plan (November 2006) updated by NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


        Retailer Representation

7.10    Beaconsfield (New Town) has a reasonable selection of comparison shops (59)
        reflecting its role as one of the two district centres within South Bucks. Table 7.2
        below provides a breakdown of comparison shops by goods category.


        Table 7.2: Beaconsfield District Centre Breakdown of Comparison Units

                                                        Beaconsfield District            Index            UK
          Type of Unit                                         Centre                  (National =     Average*
                                                       No. units        %                 100)            (%)
         Clothing and Footwear                            20          32.3               119.6           27.0
         Furniture, carpets and textiles                   5           8.1                91.0           8.9
         Booksellers, arts, crafts and stationers          3           4.8                50.5           9.5
         Electrical, gas, music and photography            6           9.7                94.2           10.3
         DIY, hardware & homewares                         3           4.8                76.2           6.3
         China, glass, gifts & fancy goods                 2           3.2                84.2           3.8
         Cars, motorcycles & motor access.                 3           4.8               165.5           2.9
         Chemists, drug stores & opticians                 6           9.7               115.5           8.4
         Variety, department & catalogue                   1           1.6                76.2           2.1
         Florists, nurserymen & seedsmen                   1           1.6                72.7           2.2
         Toys, hobby, cycle & sport                        4           6.5               122.6           5.3
         Jewellers                                         2           3.2                62.7           5.1
         Other comparison retailers                        6           9.7               121.3           8.0
         Total                                            62          100                                100
        Source: Goad Plan (November 2006) updated by NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


7.11    All categories are represented within Beaconsfield (New Town), but the choice of
        shops in some categories is limited.          The proportion of units in a number of the
        categories is lower than the national average, in particular florists, jewellers and
        ‘booksellers, arts, crafts and stationers’.        The proportion of clothing and footwear
        units, ‘chemists, drugstores and opticians’, ‘toys, hobby, cycle and sport’ shops, and

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        other comparison retailers are higher than the national average. Major national
        multiple comparison retailers present in the town centre include:

               Bang & Olufsen
               Boots
               Dollond & Aitchison
               Lloyds Pharmacy
               The Entertainer
               WH Smith
               Woolworths
               Clothing retailers including Benetton, Clarks, Contessa and Fat Face.

7.12    Beaconsfield (New Town) town centre contains no department stores.        These chain
        stores are complemented by a number of independent specialist outlets that add to
        the local distinctiveness of the centre.

7.13    As indicated in Section 3, the household survey results suggest a number of residents
        in the local area (Zone 3) would shop more often in Beaconsfield if the choice of
        shops was improved:

             more independent small shops (6.7%); and
             better choice of clothing shops (6.7%).


7.14    These results suggest there is scope to improve the range and choice of shopping
        within Beaconsfield. The number of vacant units in the centre is limited, and
        opportunities to attract new operators are also limited. The strategy for Beaconsfield
        should seek to retain existing premises for Class A uses and should promote
        development to provide new shop units. A review of potential development sites is
        set out in Section 16.


        Service Uses

7.15    Beaconsfield (New Town) contains a range of retail service uses, with all categories
        represented, as shown in Table 7.3. The centre has a relatively low proportion of
        travel agents and restaurants, cafés and takeaways compared with the national
        average, and the choice of outlets could be improved in these sectors.            The
        proportion of dry cleaners, estate agents and banks and other financial services is
        significantly higher than the national average.    A number of the main high street
        banks and building societies are represented within Beaconsfield (New Town),
        including Barclays, Halifax, HSBC, Lloyds, Natwest and Nationwide.


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        Table 7.3: Beaconsfield District Centre Analysis of Selected Service Uses

                                                  Beaconsfield District         Index          UK
             Type of Use                                 Centre               (National =   Average*
                                                 No. units         %             100)          (%)
         Restaurants, cafes & takeaways              9           25.7            60.2         42.7
         Banks/other financial services             10           28.6           179.7         15.9
         Estate agents and valuers                   6           17.1           149.1         11.5
         Travel agents                               1           2.9             52.9          5.4
         Hairdressers & beauty parlours              7           20.0            93.0         21.5
         Laundries and dry cleaners                  2           5.7            190.5          3.0
         Total                                      35          100.0                        100.0
        Source: Goad Plan (November 2006) updated by NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


        Other Town Centre Uses

7.16    In addition to Class A retail and service uses, Beaconsfield (New Town) has a
        number of office buildings, a library (Reynolds Road), town hall (Penn Road) and a
        model village tourist attraction (Warwick Road) near to the centre.


        Supply of Commercial Premises and Property Indicators

7.17    The unit sizes within Beaconsfield (New Town) vary considerably. With the exception
        of the large stand-alone Waitrose and Sainsbury’s supermarkets, the retail units are
        relatively small ranging from around 40 sq m gross to 500 sq m gross.

7.18    There are three vacant units in Beaconsfield (New Town), which are all located on the
        southern part of the centre. These range in size from 60 sq m gross to 140 sq m
        gross. In addition, there is a vacant petrol filling station and car sales unit.


        Retailer Requirements

7.19    The Estates Gazette (EGI) and our canvas of operators has identified 20 possible
        space retailer requirements for Beaconsfield, of which 5 are comparison retailers, 3
        are convenience retailers, 7 are food and drink operators, 3 are service operators and
        2 are leisure operators. Operator space requirements are summarised in Appendix
        D.     A summary of the operators requiring space who responded to the canvas
        questionnaire is shown overleaf.             These are firmer commitments than those
        suggested by EGI, which are unconfirmed requirements. These responses suggest
        some operators are finding it difficult to find suitable premises in Beaconsfield.

7.20    The retailer operator survey has revealed the following requirements for retail and
        commercial premises in Beaconsfield (New Town):
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        Table 7.4: Retailer Requirements in Beaconsfield (New Town)

                                                                                Reason for not securing
         Retailer                    Type             Size requirement
                                                                                requirement to date
         British Heart Foundation    Charity shop     1,200 sq.ft.              Rent too high
         Whistles                    Clothing         1,000-1,500 sq.ft.        No availability
        Source: NLP Operator Survey, July 2007



        Property Indicators

7.21    Retail yield data for Beaconsfield (New Town) and other main centres is shown in
        Table 7.5. Commercial yields are a measure of property values, which enables the
        values of properties of different size, location and characteristic to be compared. The
        level of yield broadly represents the market’s evaluation of risk and return attached to
        the income stream of shop rents. Broadly speaking low yields indicate that a centre is
        considered to be attractive, and as a result, more likely to attract investment and
        rental growth than a centre with high yields.


        Table 7.5: Retail Yields in Beaconsfield (New Town) and other Centres

         Shopping
                                                                  Yield (%)
         Centre
                            1997 1998 1999 2000            2001    2002       2003   2004   2005   2006   2007
         Beaconsfield         8.0     8.0     8.0    8.0    8.0     8.0        8.0    8.0    8.0    8.0    8.0
         Aylesbury            6.5     6.5     6.5   6.25    6.5     6.5        6.5   6.25   6.25    6.0    6.0
         Gerrards Cross       8.0     8.0     8.0    8.0    8.0     8.0        8.0    8.0    8.0    8.0    8.0
         High Wycombe         6.5     6.5     6.5    6.5    6.5     6.5        6.5    6.5    6.5    6.5    6.5
         Slough               5.5    6.25    6.25    6.5   6.75     8.0       7.25    6.5    6.5    4.5    4.5
         Maidenhead           6.0     6.0    6.75    6.0   6.25    6.25       6.25    7.0    7.5    6.0   5.25
        Source: Valuation Office Property Market Report


7.22    Prime rental yields in Beaconsfield (New Town) have remained constant over the past
        decade, at 8.0%, a level which is comparable to Gerrards Cross. Better rental yields
        have been achieved at neighbouring larger centres, in particular Slough, Maidenhead,
        High Wycombe and Aylesbury indicating that these centres are more attractive to
        investors than Beaconsfield (New Town).

7.23    There is no published information available regarding retail rental values in
        Beaconsfield (New Town).




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        Accessibility and Movement


        Private transport

7.24    Beaconsfield (New Town) is easily accessible from the surrounding area and primary
        catchment area shown on Plan 2 Appendix A.         The B474 runs through the centre,
        providing direct access to Beaconsfield Old Town, and leading to the A40. There was
        a fairly steady flow of traffic through the centre, but no traffic congestion was
        observed at the time of NLP’s visits.


        Car Parking

7.25    Good accessibility to convenient car parks is important to the vitality and viability of
        the centre. There are three public car parks within the town centre, as well as two
        private car parks at Waitrose and Sainsbury’s. The car parks are as follows:

               Warwick Road Car Park                           48 spaces + 2 disabled bays
               Altons Car Park, Burkes Road                    168 spaces + 5 disabled bays
               Penncroft Car park, Burkes Road                 98 spaces + 3 disabled bays
               Waitrose Car Park                               263 spaces
               Sainsbury’s Car Park (Euro Car Parks)           about 300 spaces

7.26    Car parking charges are largely comparable across all public car parks, but there is
        some variation, at the following rates;

               30 Minutes:     50p
               1 hour:         £1.00
               2 hours:        £1.40 to £1.50
               3 hours:        £1.80 to £2.00
               12 hours:       £4.20 to £5.20

7.27    There are almost 900 car parking spaces in Beaconsfield (New Town) in total,
        including 324 public car parking spaces and 563 spaces in the supermarket car
        parks. These exclude station parking for rail users.

7.28    The household survey results suggested that only 5.8% of local residents in Zone 3
        would shop more often in Beaconsfield if more car parking was provided, about half
        the proportions recorded in Amersham and Gerrards Cross. In terms of car parking
        charges 5% wanted cheaper car parking.




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        Public Transport

7.29    Several bus routes run through Beaconsfield (New Town) centre, operated by Arriva,
        Carousel and Magpie Travel (route numbers 74, 305, 373, 375, 377, 580, 581).
        However, only the 74 and A40 (through Old Town) run a frequent service. These two
        bus routes provide access to Denham, Farnham Common, Gerrards Cross, Heathrow
        Airport, High Wycombe, Holtspur, Loudwater, Marlow Hill, Slough, Tatling End,
        Uxbridge, and Wycombe Marsh. There are three sets of bus stops in the centre, on
        Penn Road, Station Road and Maxwell Road.

7.30    Beaconsfield train station is located around 200 metres to the east of the main
        shopping area. There are direct services to the nearby centres of High Wycombe,
        Seer Green, Gerrards Cross and Denham, as well as other distance destinations i.e.
        London, Birmingham and indirectly to Aylesbury.


        Pedestrian access and movement

7.31    Beaconsfield (New Town) centre is a generally linear centre. Station Road leads into
        Penn Road, which together provide the main pedestrian thoroughfare. The other
        shopping streets of Burkes Road, Gregories Road, Maxwell Road and Warwick Road
        branch off the main shopping streets, and thus do not provide a natural circuit for
        pedestrians.        This is evident from the quieter side streets in terms of pedestrian
        movement, when compared with Penn Road and Station Road. Relatively high levels
        of pedestrian movement were observed near to the Sainsbury’s and Waitrose
        supermarkets.

7.32    A fairly steady volume of traffic was observed flowing through the centre, but there
        are three pedestrian crossings at intervals along Station Road and Penn Road which
        aid pedestrian movement.

7.33    Whilst there are no pedestrianised areas within the centre, the pavements are wide in
        many places. However in several places, particularly along Penn Road, pedestrian
        movement was impeded due to areas of car parking between the pavement and
        shops.


        Environmental Quality

7.34    The quality of buildings within Beaconsfield (New Town) is generally good.          The
        centre displays a mix of building styles with the majority of the built form comprising
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        more modern buildings, although the earliest date back to the beginning of the
        twentieth century. The majority of the retail façades within the centre are in good
        condition, as are the upper parts of most buildings. There is evidence of
        refurbishment works being undertaken for several of the poorer quality buildings.

7.35    The provision of street furniture is good and there are ample bins, pedestrian signs,
        street lighting and flower boxes, as well as several attractive seating areas. Outdoor
        seating also spills out onto the street from Costa Coffee and Jungs Café, which
        increases the level of activity on the street and enhances the ambience of the centre.
        The majority of street furniture is of the same traditional style throughout the centre,
        and is typically of a good quality.

7.36    There is no evidence of CCTV cameras within the centre; however, the absence of
        CCTV does not make the centre feel unsafe.

7.37    Throughout the centre the paving is generally of good quality. There are large areas
        of block paving, interspersed with larger paving slabs and tarmac. Few cracked or
        uneven paving slabs were observed, and there was little evidence of litter, chewing
        gum, graffiti or vandalism.




        Retail façades along Penn Road                 Public seating outside Waitrose




        View across Station Road                       Newer buildings on Station Road
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        Summary of Beaconsfield District Centre’s Strengths and Weaknesses

7.38    The strategic recommendations for Beaconsfield are set out in Sections 17 and 18,
        and a review of development opportunities in the centre is summarised in Section 16.
        The key strengths and weaknesses of the centre are summarised below, based on
        NLP’s audit of the centre, the household shopper survey results and discussions with
        Council officers and stakeholders.


        Strengths

        A number of factors contribute to Beaconsfield’s local distinctiveness, including the
        quality of some of the period buildings and the shopping environment and specialist
        independent outlets. There is a good provision of independent retailers in the centre,
        which support the multiple outlets.

        Beaconsfield (New Town) contains a good mix of comparison and convenience
        stores, with two large supermarkets (Sainsbury and Waitrose), several multiple
        comparison retailers and a number of independent shops. Sainsbury and Waitrose
        stores are suitable for main and bulk food shopping.

        There is a good range of service uses, with many of the national high street banks
        represented.

        There is a very low vacancy rate, suggesting that there is a strong demand for
        premises in the centre, compared with the supply of premises.

        The environmental quality of the centre is reasonably good, with ample street
        furniture and attractive outdoor seating areas, which add to the vibrancy of the centre.

        The centre is easily accessible by public transport, with a train station in the centre
        and two frequent bus routes, although only one of these runs through the centre.
        There are several car parks providing sufficient spaces for customers.


        Weaknesses

        There is a poor range of leisure and entertainment facilities. The centre’s evening
        economy is based on the limited number of restaurant, bars and pubs, although these
        units are more numerous in the Old Town.

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        There is a limited supply of premises available to accommodate new operators
        looking to trade in Beaconsfield (New Town).

        The linear configuration of the centre does not encourage shoppers to visit all parts of
        the centre during their visit, and pedestrian flows within peripheral areas are low.
        The railway line dissects the centre and creates a dead frontage of about 60 metres.

        Beaconsfield (New Town) Summary

7.39    Beaconsfield (New Town) is a reasonably attractive centre with a good mix and
        provision of shops and services. The centre is attractive with well maintained
        streetscape and period buildings. There are a number of features that add to the
        centre’s local distinctiveness which enhance its appeal, including the quality of the
        shopping environment and independent specialist outlets. Overall Beaconsfield is
        considered to be a healthy vital and viable centre.




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8.0     GERRARDS CROSS DISTRICT CENTRE HEALTH CHECK


        Introduction

8.1     Gerrards Cross is located towards the east of South Bucks District.   It lies within the
        sub-regional catchment area of High Wycombe to the west and Uxbridge to the east.
        It competes with Beaconsfield to the west and Chalfont St Peter to the north. The
        centre’s primary catchment area, based on evidence from the household survey
        results, is shown on Plan 2 in Appendix A.


        Structure

8.2     The shopping area of Gerrards Cross is bisected by the railway line, with the greatest
        concentration of retail units to the north of the railway line. The Primary Shopping
        Frontage is concentrated on Packhorse Road, with the Secondary Retail covering
        Station Approach, Station Road, Oak End Way, Marsham Way and the southern end
        of Packhorse Road. A map showing the structure of the centre and land uses is
        shown on Plan 8.1 overleaf.


        Role and Position in Retail Hierarchy

8.3     Gerrards Cross, together with Beaconsfield, is designated as a district centre in the
        adopted South Bucks District Local Plan (1999), at the highest level of the retail
        hierarchy within the District.

8.4     Gerrards Cross is one of the main shopping and commercial centres within the
        District, and largely serves the local resident population in the area immediately
        surrounding the town. In terms of convenience trade, Gerrards Cross serves a fairly
        localised area. Much convenience trade flows from the local area to nearby centres.
        The main competing centres for convenience goods are Amersham, Beaconsfield,
        Chalfont St Peter and Slough.

8.5     Gerrards Cross also has a localised catchment for comparison trade. The main
        competing centres for comparison goods are High Wycombe, Slough and Uxbridge.




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-   91
8.6     The household survey results suggest that Gerrards Cross retains only about 8% of
        comparison expenditure within its respective study area zone (Zone 4), however, this
        zone also includes Chalfont St Peter. By way of comparison, Chesham retains 26%
        in Zone 1 and Beaconsfield retains 22% in Zone 3.        In terms of convenience trade
        Gerrards Cross has a relatively low market share in Zone 4 (about 12%), with a
        significant amount of leakage to Amersham and Beaconsfield.


        Mix of Uses and Occupier Representation

8.7     Gerrards Cross centre’s key roles include:

               Convenience shopping – predominantly small convenience shops/stores, with
               the largest comprising a Marks & Spencer Simply Food (450 sq m net) and an
               independent grocer (600 sq m net). In addition, there are eight other units
               including bakers, butchers, confectioners, convenience stores, an off-licenses
               and a health food store.

               Comparison shopping – predominantly independent shops complemented by a
               few multiple retailers. There is a reasonable range of shops selling clothing and
               household goods, as well as several florists and gift / jewellery shops.

               Services – there are a number of service units, including several national banks
               and building societies, estate agents, travel agents, cafés, restaurants,
               takeaways, hair and beauty salons and dry cleaners.

               Entertainment – there is an Odeon cinema, two pubs and a bar within the town
               centre.

               Community facilities – includes a library, a guide association hall and two dental
               surgeries.

8.8     Gerrards Cross has 124 retail and service units (A class) within the centre, including
        50 comparison and 11 convenience shops. It is comparable in size to Beaconsfield,
        but slightly smaller than Amersham and Chesham. Table 8.1 below sets out the mix
        of uses in the town centre compared with the Goad national average.

8.9     The proportion of A1 shops in Gerrards Cross is similar to the national average – the
        proportion of convenience units is identical to the national average, whilst the
        proportion of comparison units is marginally below the national average.

8.10    Gerrards Cross has a good representation of A1 and A2 service units, with 33% of all
        units are in A1/A2 service use, compared to a national average of 19%. However,
        there appears to be a relatively low provision of A3/A5 cafés, restaurants and
        takeaway units in Gerrards Cross. One would expect a district centre to have a

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        higher proportion of services uses and a lower proportion of comparison shops when
        compared with the Goad national average.

        Table 8.1: Gerrards Cross District Centre Use Class Mix by Unit

                                         Gerrards Cross District               Index
                                                                                           UK Average*
          Type of Unit                            Centre                     (National =
                                                                                               (%)
                                        No. units          %                    100)
          Comparison Retail                50            41.3                   89.1           46.4
          Convenience Retail               11             9.1                  100.0           9.1
          A1 Services                      17            14.0                  175.6           8.0
          A2 Services                      23            19.0                  177.6           10.7
          A3/A5 (excl. pubs/bars)           9             7.4                   53.5           13.9
          A4                                3             n/a                    n/a           n/a
          Miscellaneous                   n/a             n/a                    n/a            1.4
          Vacant                           11             9.1                   86.6           10.5
          Total                           124            100.0                                100.0
        Source: Goad Plan (November 2006) updated by NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


8.11    There are 11 vacant units within the town centre; the vacancy rate of 9.1% is
        marginally lower than the national average vacancy rate of 10.5%. The vacancy rate
        is higher in Gerrards Cross when compared with Amersham, Beaconsfield, Chalfont
        St Peter and Chesham.


        Retailer Representation

8.12    The M&S Simply Food Store and AA Fisher are relatively small supermarkets and are
        not ideal for main and bulk food shopping. As indicated in Section 3, the household
        survey results suggest that 7% of residents in the local area (Zone 4/5) would shop
        more often in Gerrards Cross if the choice of food and grocery shops was improved.

8.13    Gerrards Cross has a reasonable selection of comparison shops (50) reflecting its
        role as a district centre. Table 8.2 below provides a breakdown of comparison shops
        by goods category. Most of the categories of comparison goods are represented
        within Gerrards Cross, the exceptions being ‘variety, department and catalogue’ and
        ‘cars, motorcycles and motor accessories’. However, the choice of shops in most
        categories is limited.

8.14    The most dominant category of goods is ‘clothing and footwear’, with 14 units,
        followed by ‘furniture, carpets and textiles’ and ‘DIY, hardware and homewares’, of
        which there are six units each. Gerrards Cross has a reasonable representation of the
        latter two categories compared to the national average.


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        Table 8.2: Gerrards Cross District Centre Breakdown of Comparison Units

                                                       Gerrards Cross District        Index          UK
          Type of Unit                                         Centre               (National =   Average*
                                                       No. units        %              100)          (%)
         Clothing and Footwear                            14           28.0           103.7          27
         Furniture, carpets and textiles                   6           12.0           134.8         8.9
         Booksellers, arts, crafts and stationers          4           8.0             84.2         9.5
         Electrical, gas, music and photography            5           10.0            97.1         10.3
         DIY, hardware & homewares                         6           12.0           190.5         6.3
         China, glass, gifts & fancy goods                 1           2.0             52.6         3.8
         Cars, motorcycles & motor access.                 0           0.0              0.0         2.9
         Chemists, drug stores & opticians                 5           10.0           119.0         8.4
         Variety, department & catalogue                   0           0.0              0.0         2.1
         Florists, nurserymen & seedsmen                   2           4.0            181.8         2.2
         Toys, hobby, cycle & sport                        2           4.0             75.5         5.3
         Jewellers                                         2           4.0             78.4         5.1
         Other comparison retailers                        3           6.0             75.0         8.0
         Total                                            50          100.0                        100.0
        Source: Goad Plan (November 2006) updated by NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


8.15    Major national multiple comparison retailers present in the town centre include:

               Boots
               Cargo Homeshop
               Country Casuals
               Dollond & Aitchison
               Timpson
               WH Smith.

8.16    Gerrards Cross has a low number of comparison multiple retailers compared with
        Amersham, Beaconsfield and Chesham, but these chain stores are supported by a
        reasonable range of small specialist retailers, which add to the local distinctiveness of
        the centre.


        Service Uses

8.17    Gerrards Cross contains a range of retail service uses, with all categories
        represented, as shown in Table 8.3. The centre has a relatively low proportion of
        restaurants, cafés and takeaways and travel agents compared with the national
        average, however all other categories of service use are well represented. The
        proportion of dry cleaners and estate agents in Gerrards Cross is more than twice the
        national average. Several of the main high street banks and building societies are
        present within Gerrards Cross, including Abbey, Barclays, Halifax, HSBC, Lloyds and
        Natwest.


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        Table 8.3: Gerrards Cross District Centre Analysis of Selected Service Uses

                                                Gerrards Cross District                        UK
                                                                                Index
                                                       Centre                               Average*
           Type of Use                                                        (National =
                                                                                               (%)
                                                 No. units           %           100)
                                                                                            No. units
         Restaurants, cafes & takeaways               9           20.9               49.0     42.7
         Banks/other financial services               9           20.9              131.6     15.9
         Estate agents and valuers                   10           23.3              202.2     11.5
         Travel agents                                2            4.7               86.1      5.4
         Hairdressers & beauty parlours              10           23.3              108.2     21.5
         Laundries and dry cleaners                   3            7.0              232.6      3.0
         Total                                       43          100.0%                      100.0
        Source: Goad Plan (November 2006) updated by NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


        Other Town Centre Uses

8.18    In addition to Class A retail and service uses, Gerrards Cross has office buildings
        (Station Road, Packhorse Road and Oak End Way), a library (Station Road) and two
        dental surgeries (both on Oak End Way) which form part of the Secondary Shopping
        Frontage. In addition there are a number of office buildings, a cinema (Ethorpe
        Crescent), a Guide Association hall (Station Road), located close to the town centre.


        Supply of Commercial Premises and Property Indicators

8.19    There is some variation in the sizes of retail units within Gerrards Cross, ranging from
        10 sq m gross to 850 sq m gross.

8.20    There are 11 vacant units in Gerrards Cross, spread throughout the centre. The
        majority of units are between 30 sq m gross and 210 sq m gross in size. In addition
        there is a large vacant car sales unit of 1,520 sq m gross.


        Retailer Requirements

8.21    The Estates Gazette (EGI) has identified 14 possible space retailer requirements for
        Gerrards Cross, of which 4 are comparison retailers, 2 are convenience retailers, 4
        are food and drink operators, 3 are service operators and 1 is a leisure operator.
        Operator space requirements are summarised in Appendix D.

8.22    The retailer operator survey has revealed there are no specific requirements for retail
        and commercial premises in Gerrards Cross.                   However, Tesco and Waitrose
        (identified by EGI) are pursuing stores in Gerrards Cross, which appears to be


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        consistent with the lack of stores suitable for main and bulk food shopping in the town
        and the high level of leakage to other destinations.


        Property Indicators

8.23    Retail yield data for Gerrards Cross and other main centres is shown in Table 8.4.
        Commercial yields are a measure of property values, which enables the values of
        properties of different size, location and characteristic to be compared. The level of
        yield broadly represents the market’s evaluation of risk and return attached to the
        income stream of shop rents. Broadly speaking low yields indicate that a centre is
        considered to be attractive, and as a result, more likely to attract investment and
        rental growth than a centre with high yields.


        Table 8.4: Retail Yields in Gerrards Cross and other Centres

         Shopping
                                                                  Yield (%)
         Centre
                            1997 1998 1999 2000            2001    2002       2003   2004   2005   2006   2007
         Gerrards Cross       8.0     8.0     8.0    8.0    8.0     8.0        8.0    8.0    8.0    8.0    8.0
         Aylesbury            6.5     6.5     6.5   6.25    6.5     6.5        6.5   6.25   6.25    6.0    6.0
         Beaconsfield         8.0     8.0     8.0    8.0    8.0     8.0        8.0    8.0    8.0    8.0    8.0
         High Wycombe         6.5     6.5     6.5    6.5    6.5     6.5        6.5    6.5    6.5    6.5    6.5
         Slough               5.5    6.25    6.25    6.5   6.75     8.0       7.25    6.5    6.5    4.5    4.5
         Maidenhead           6.0     6.0    6.75    6.0   6.25    6.25       6.25    7.0    7.5    6.0   5.25
        Source: Valuation Office Property Market Report



8.24    Prime rental yields in Gerrards Cross have remained constant over the past decade,
        at 8.0%. The same level of rental yields have been achieved in Beaconsfield, whilst
        better rental yields have been achieved in the nearby larger centres of Slough,
        Maidenhead, High Wycombe and Aylesbury.

8.25    There is no published information available regarding retail rental values in Gerrards
        Cross.


        Accessibility and Movement


        Private transport

8.26    Gerrards Cross centre is easily accessible from the surrounding areas; the B416 runs
        through the town centre, leading to the A40 and A413 and providing direct access to
        the nearby centres of Chalfont St Peter, Denham and Beaconsfield. Gerrards Cross



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        was well signed on all main approach routes. There was a fairly steady flow of traffic
        through the centre, but no traffic congestion was observed at the time of NLP’s visits.


        Car Parking

8.27    There are three public car parks serving Gerrards Cross town centre, as follows:

               Bulstrode Way Car Park         32 spaces + 2 disabled bays
               Packhorse Road Car Park        62 spaces + 5 disabled bays
               Station Road Car Park          124 spaces + 5 disabled bays

8.28    In total there are 230 car parking spaces in car parks within the centre, although there
        are other car parks serving railway passengers.       In addition, on-street parking is
        available on Packhorse Road, to the south of the railway line.

8.29    Bulstrode Way Car Park is a short stay car park, for a maximum of three hours, whilst
        the Packhorse Road and Station Road car parks are for long-stay parking. Car
        parking charges are comparable across all car parks, at the following rates;

               30 Minutes:      50p
               1 hour:          £1.00
               2 hours:         £1.50
               3 hours:         £2.00
               Up to 24 hours   £5.20

8.30    The household survey results suggested that 12% of local residents in Zones 4/5
        would shop more often in Gerrards Cross if more car parking was provided. This was
        the highest percentage recorded for the five main centres in the two Districts, which
        suggests the availability of car parking is an important issue in Gerrards Cross. In
        terms of car parking charges 5.6% wanted cheaper car parking.


        Public Transport

8.31    Several bus routes run through Gerrards Cross centre operated by Arriva, Carousel
        and First (route numbers 335, 353, 581). These plus the A40 service along to A40
        road provide access to Amersham, Amersham Old Town, Beaconsfield (New and Old
        Towns), Berkhamsted, Chalfont St Giles, Chalfont St Peter, Chesham, Denham,
        Denham Green, Fulmer, Slough, Stoke Poges, Upton Lea, Uxbridge, Wexham Court

8.32    There is a set of bus stops at either end of the centre, on Packhorse Road.




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8.33    Gerrards Cross train station is located around 150 metres west of the main shopping
        area. There are direct services to the nearby centres of High Wycombe, Seer Green,
        Beaconsfield and Denham, as well as to London, Birmingham, and indirectly to
        Aylesbury.


        Pedestrian Access and Movement

8.34    Gerrards Cross is a generally linear centre focused on Packhorse Road, with two
        other shopping streets (Oak End Way and Station Road) branching off the northern
        end of Packhorse Road. The configuration of the centre does not aid pedestrian
        circulation as there are no natural routes through the centre.

8.35    At the time of visit, pedestrian flows were fairly low, although this was not during peak
        shopping hours. The highest pedestrian flows were observed to the northern end of
        Packhorse Road, where there is the greatest concentration of retail units.

8.36    There are no pedestrianised areas within the centre, but the pavements are generally
        wide, particularly along Packhorse Road, and there are few obstacles to pedestrian
        movement. There are two pedestrian crossings on Packhorse Road, although these
        are over 200m apart. A fairly steady volume of traffic was observed flowing through
        the centre. When traffic flows are medium to high it may be difficult for pedestrians to
        cross the road without making a detour to the pedestrian crossings.


        Environmental Quality

8.37    Gerrards Cross town centre displays a mix of building styles, with historic buildings
        (1910-1930) interspersed with infill development, of various styles and ages. To the
        north of the railway line, Packhorse Road is characterised by predominantly historic
        buildings, whilst on Station Road and Oak End Way, older buildings are interspersed
        with newer infill development. To the south of the railway line the buildings on
        Packhorse Road are typically newer, with many buildings dating from around the
        1960s and 1970s.

8.38    The majority of the retail facades within the centre are in good condition, although a
        number of premises appear to have been vacant for some time and are in need of
        refurbishment.

8.39    There is an adequate provision of street furniture within the centre, with seats, litter
        bins, pedestrian signs, cycle racks and street lighting. Outdoor seating also spills out
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        onto the street from Jungs Café, which provides an element of activity on the street.
        There is no evidence of CCTV cameras within the centre, but the centre does not feel
        unsafe.

8.40    Throughout the centre the paving is generally of good quality. The paving style is
        predominantly block paving, interspersed with areas of larger paving slabs and
        tarmac. Few cracked or uneven paving slabs were observed, and there was little
        evidence of litter, chewing gum, graffiti or vandalism.




        View along the north side of Packhorse Road      Vacant unit on Packhorse Road, to the north of the
                                                         railway line.




        View along Packhorse Road, to the south of the   Retail units along Oak End Way
        railway line



        Summary of Gerrards Cross District Centre’s Strengths and Weaknesses

8.41    The strategic recommendations for Gerrards Cross out in Sections 17 and 18, and a
        review of development opportunities in the centre is summarised in Section 16. The
        key strengths and weaknesses of Gerrards Cross are summarised below, based on
        NLP’s audit of the centre, the household shopper survey results and discussions with
        Council officers and stakeholders.



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        Strengths

             Gerrards Cross is a compact centre despite being dissected by the railway. It’s
             environmental and shopping experience is reasonably good quality, and the
             predominance of independent traders offers something different from centres
             where multiple chain stores dominate.

             The centre offers a good provision of small specialist convenience shops, i.e.,
             independent bakeries, a butcher and a greengrocer. The M&S and AA Fisher
             stores are suitable for top-up and basket food shopping.

             The range of independent comparison shops is also good for a centre of its size,
             although the choice of shops in each category of goods is limited.

             There is a small cinema in the centre, which attracts customers from across the
             District and from Chiltern District.

             Accessibility is good by public and private transport.


        Weaknesses

             There is a lack of large food stores suitable for main and bulk food shopping, but
             there is interest from both Tesco and Waitrose to open stores which would
             address this deficiency.

             There is an under-provision of restaurants and cafés.

             The configuration of the centre does not aid pedestrian movement, and peripheral
             parts of the centre have low pedestrian flows, e.g. the western end of Oak End
             way.    The railway line dissects the centre and creates a dead frontage of about
             70 metres. However, the Tesco store development should help to integrate the
             two halves of the centre.


        Gerrards Cross Summary

8.42    Gerrards Cross is a fairly typical small market town centre. It has a limited range of
        shops and services reflecting its size and localised catchment area.       Overall the
        centre is considered to be vital and viable, but the number of vacant units in
        peripheral area could be reduced.           The centre has a predominance of small
        independent shops and has a village ambience, which adds to the centre’s local
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        distinctiveness, and helps to differentiate it from other larger centres, and this is the
        centre’s key strength.   The strategy for the centre should recognise and seek to
        maintain and enhance the character of the centre.




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9.0     BURNHAM LOCAL CENTRE HEALTH CHECK


        Introduction

9.1     Burnham is located towards the south west of South Bucks District, situated on the
        outskirts of the Slough urban area. The shopping area of Burnham extends along the
        length of the High Street, as shown in the South Bucks District Local Plan (1999).
        The centre’s primary catchment area is relatively limited, and is shown on Plan 2 in
        Appendix A.


        Role and Position in Retail Hierarchy

9.2     Burnham is designated as one of four local centres in the adopted South Bucks
        District Local Plan (1999). Whilst Burnham is at the same level of the retail hierarchy
        as Beaconsfield Old Town, Farnham Common and Iver, it is acknowledged to be one
        of the three largest settlements in the district, together with Beaconsfield and
        Gerrards Cross.

9.3     Burnham is one of the three largest shopping and commercial centres within the
        District, and serves the local resident population in the area immediately surrounding
        the town.

9.4     Burnham has a very localised catchment and experiences much competition from
        nearby Slough, for both convenience and comparison shopping. Sainsbury’s, on the
        A4 near Taplow also offers competition for convenience shopping, whilst there is also
        competition from Maidenhead, Reading and Windsor for comparison shopping.


        Mix of Uses and Occupier Representation

9.5     Burnham local centre’s key roles include:

               Convenience shopping –a range of convenience shops, including a Budgens
               supermarket, three bakers / cake shops, two butchers, a convenience store, a
               health food store and a newsagent.

               Lower order comparison shopping – a range of comparison shops primarily
               serving lower order shopping needs.

               Services – there are a large number of service units, including several
               restaurants, cafes, takeaways, hairdressers, estate agents, dry cleaners and


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               travel agents. Two national high street banks and building societies are
               represented (Natwest and Nationwide).

               Entertainment – there are six pubs and a wine bar within the town centre.

               Community facilities – includes a Royal British Legion Club, a yoga centre and
               two dental surgeries.

9.6     Burnham has 77 retail and service units (A class) within the centre, including 19
        comparison and 9 convenience shops.             Table 9.1 below sets out the mix of uses in
        the centre compared with the Goad national average.

        Table 9.1: Burnham Local Centre Use Class Mix by Unit

                                           Burnham Local Centre                Index
          Type of Unit                                                                     UK Average*
                                                                             (National =
                                         No. units             %                               (%)
                                                                                100)
          Comparison Retail                 19              24.7                53.2          46.4
          Convenience Retail                 9              11.7               128.4          9.1
          A1 Services                       16              20.8               259.7            8
          A2 Services                        9              11.7               109.2          10.7
          A3/A5 (excl. pubs/bars)           10              13.0                93.4          13.9
          A4                                 7               9.1                 n/a          n/a
          Miscellaneous                     n/a              n/a                 n/a           1.4
          Vacant                             7               9.1                86.6          10.5
          Total                             77              100.0              100.0          100
        Source: NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)



9.7     Burnham is a service oriented centre; around 33% of all units are in A1/A2 service
        use, which is around twice the national average.

9.8     Convenience units account for 12% of all retail and service units, which is above the
        national average. Conversely, the proportion of comparison units (25%) is
        considerably below average.

9.9     There are 7 vacant units within the town centre, a vacancy rate of 9.1% is marginally
        lower than the national average vacancy rate of 10.5%.


        Retailer Representation

9.10    Burnham has a small selection of comparison shops (19). Table 9.2 below provides a
        breakdown of comparison shops by goods category.

9.11    Most of the categories of comparison goods are represented within Burnham, the
        exceptions being ‘electrical, gas, music and photography’, ‘variety, department and
        catalogue’ and ‘cars, motorcycles and motor accessories’.
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        Table 9.2: Burnham Local Centre Breakdown of Comparison Units

                                                          Burnham Local Centre            Index          UK
          Type of Unit                                                                  (National =   Average*
                                                          No. units           %
                                                                                           100)          (%)
         Clothing & Footwear                                  1              5.3%          19.5          27
         Furniture, Carpets & Textiles                        3             15.8%         177.4         8.9
         Booksellers, Arts, Crafts and Stationers             2             10.5%         110.8         9.5
         Electrical, Gas, Music and Photography               0              0.0%           0.0         10.3
         DIY, Hardware & Homewares                            1              5.3%          83.5         6.3
         China, Glass, Gifts & Fancy Goods                    1              5.3%         138.5         3.8
         Cars, Motorcycles & Motor Accessories                0              0.0%           0.0         2.9
         Chemists, Drug Stores & Opticians                    4             21.1%         250.6         8.4
         Variety, Department & Catalogue                      0              0.0%           0.0         2.1
         Florists, Nurserymen & Seedsmen                      1              5.3%         239.2         2.2
         Toys, Hobby, Cycle & Sport                           2             10.5%         198.6         5.3
         Jewellers                                            1              5.3%         103.2         5.1
         Other Comparison Retailers                           3             15.8%         197.4           8
         Total                                               19             100.0%                     100.0
        Source: NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


9.12    The most dominant category of goods is ‘chemists, drug stores and opticians’, with
        four units. The majority of comparison shops are operated by independent retailers,
        the only multiple comparison retailer present is Lloyds Chemist. There are also two
        charity shops run by national charities (Help the Aged and RSPCA). The range and
        choice of comparison shops is consistent with the centre’s role as a local centre,
        below district centres in the hierarchy.


        Service Uses

9.13    Burnham contains a range of retail service uses, with all categories represented, as
        shown in Table 9.3.


        Table 9.3: Burnham Local Centre Analysis of Selected Service Uses

                                                 Burnham Local Centre                              UK
                                                                                    Index
                                                                                                Average*
           Type of Use                                                            (National =
                                                 No. units              %                          (%)
                                                                                     100)
                                                                                                No. units
         Restaurants, cafes & takeaways              10                31.3           73.2        42.7
         Banks/other financial services               2                6.3            39.3        15.9
         Estate agents and valuers                    5                15.6          135.9        11.5
         Travel agents                                1                3.1            57.9         5.4
         Hairdressers & beauty parlours              12                37.5          174.4        21.5
         Laundries and dry cleaners                   2                6.3           208.3         3.0
         Total                                       32               100.0                      100.0
        Source: NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)




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9.14    The centre has a relatively low proportion of banks, travel agents and restaurants,
        cafés and takeaways compared with the national average, however all other
        categories of service use are over-represented. There are a particularly high number
        of hairdressers (11) for a centre of this size.


        Other Town Centre Uses

9.15    In addition to Class A retail and service uses, Burnham has a number of office
        buildings, a Royal British Legion Club, a yoga centre and two dental surgeries.
        Burnham Library and Burnham Park Hall, home to the parish council offices, are
        located to the south of the centre.


        Supply of Commercial Premises and Property Indicators

9.16    There is some variation in the sizes of retail units within Burnham, ranging from 20 sq
        m gross to 800 sq m gross.

9.17    There are 7 vacant retail units of varying size in Burnham. These are spread along
        the High Street. In addition there are a number of vacant office buildings.


        Retailer Requirements

9.18    The Estates Gazette (EGI) has identified 13 possible space retailer requirements for
        Burnham, of which 3 are comparison retailers, 2 are convenience retailers, 5 are food
        and drink operators, 1 are service operators and 1 is a leisure operator. Operator
        space requirements are summarised in Appendix D.          A summary of the operators
        requiring space who responded to the canvas questionnaire is shown overleaf.
        These are firmer commitments than those suggested by EGI, which are unconfirmed
        requirements. The retailer operator survey has revealed there are no requirements
        for retail and commercial premises in Burnham.


        Property Indicators

9.19    There is no published information available regarding retail rental values and rental
        yields in Burnham.




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        Accessibility and Movement


        Private transport

9.20    Burnham is accessible from the surrounding areas by local roads. The centre and car
        parks are not particularly well-signed from the surrounding areas.

9.21    There was a fairly steady flow of traffic along the High Street, which is a one-way
        street, but no traffic congestion was observed at the time of visit.


        Car Parking

9.22    There are three public car parks serving Burnham centre, as follows:

               Jennery Lane Car Park           57 spaces + 7 disabled bays
               Summers Road Car Park           52 spaces + 4 disabled bays
               Neville Court Car Park          24 spaces + 1 disabled bay.

9.23    In total there are 145 car parking spaces at car parks within Burnham. One hour on-
        street parking is also available along the High Street.

9.24    Car parking charges are generally low, and vary between car parks. Jennery Lane car
        park is a short-stay shoppers’ car park. Parking is for a maximum of two hours and
        costs up to 80p. Summers Road and Neville Court are long stay car parks, with costs
        increasing to a maximum of £2.70 for 24 hours.


        Public Transport

9.25    Several bus routes run past the ends of the High Street, operated by First (route
        numbers 1, 3, 5, 5A, 53, 58). These provide regular services to Burnham Railway
        Station, Maidenhead, Slough, Stoke Poges, Taplow, and Uxbridge.              Taplow and
        Burnham railway stations serve the village, though Burnham station is situated within
        Slough.


        Pedestrian access and movement

9.26    Burnham is a linear centre, with all retail and service units based on the High Street.
        The configuration of the centre does not aid pedestrian circulation as there are no
        natural routes through the centre. Whilst there is only one pedestrian crossing on the
        High Street, it is relatively easy for pedestrians to cross the road, as traffic flows are


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        one-way. At the time of visit, pedestrian flows were low, but fairly constant throughout
        the centre.


        Environmental Quality

9.27    Burnham is an attractive centre, most of which is designated as a Conservation Area.
        Burnham has many historic buildings interspersed with infill development. The
        majority of the retail facades within the centre are in good condition, as are the
        frontages of the buildings above. At the time of visit, the Budgens store was
        undergoing external refurbishment, and was covered with scaffolding. However, this
        is understood to be a temporary measure.

9.28    Burnham has an excellent provision of street furniture, with seating, bins, hanging
        baskets, pedestrian signs and lamp posts in the same antique style throughout the
        centre, which add to the attractive appearance of the centre.

9.29    Throughout the centre the paving is generally of good quality. The paving style is
        predominantly block paving, interspersed with small areas of decorative paving.
        There was little evidence of litter, chewing gum, graffiti or vandalism.




        View south along the High Street               View north along the High Street; Budgens store
                                                       undergoing renovation works.




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        Bus links to the south of the centre          On-street parking along the High Street



        Summary of Burnham Local Centre’s Strengths and Weaknesses


        Strengths

             Burnham is not a particularly unique centre in terms of the range of shops and
             services. However it has a number of attractive, well-maintained period buildings,
             and a village feel. The provision of goods and services is particularly good for a
             local centre.

             Burnham has a good range of shops for a local centre, in particular shops selling
             day to day convenience goods and lower order comparison goods to serve the
             local area.

             Burnham has an excellent range of services for a local centre, with all categories
             of service use represented.       There are in particular a large number of
             hairdressers/ beauty salons, and food and drink uses in the centre.

             The architectural quality of buildings in the centre is generally good. The majority
             of Burnham lies within a Conservation Area, and the centre has an attractive
             village feel.

             The centre has a pleasant shopping environment, and is in most places well
             maintained and clean. There is a good provision of street furniture.




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        Weaknesses

             Burnham local centre has no large food store suitable for main and bulk food
             shopping. However, the nearby Sainsbury store serves the Burnham area. The
             Budgens store in the centre is primarily a top up and basket shopping facility.

             The linear structure of the centre does not encourage shoppers to visit all parts of
             the centre.

             In some places, on-street parking in front of shops hinders pedestrian movement.


        Burnham Summary

9.30    Burnham is an attractive and healthy local centre with a village feel and a very good
        range of goods and services. The mix of buildings is similar to other centres in the
        local area; a number of well maintained period buildings interspersed with more
        modern infill. Burnham serves a local catchment, partly due to its close proximity to
        Slough.




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10.0    IVER LOCAL CENTRE HEALTH CHECK


        Introduction

10.1    Iver is a village in south-east Buckinghamshire; the centre is linear and stretches
        along the High Street, with most of the shops located at the eastern end. There are
        two small parades within the centre, both on the southern side of the High Street.
        The eastern end of the centre is within a conservation area which centres on the
        Church at the eastern end of the High Street.


        Role and position in Retail Hierarchy

10.2    Iver is designated as one of four local centres in the adopted South Bucks District
        Local Plan (1999). It is a small shopping centre which serves its immediate catchment
        area for both comparison and convenience top-up shopping. Iver is one of the
        smallest local centres within the South Bucks District in terms of retail floorspace, and
        serves the local resident population in the area immediately surrounding the town.

10.3    Iver has a localised catchment and faces competition from nearby Uxbridge and also
        from Slough, for both convenience and comparison shopping. There is also
        competition from High Wycombe, London and Windsor for comparison shopping.


        Mix of Uses and Occupier Representation

10.4    Iver Local Centre’s key roles include:

             convenience shopping – including a bakery, two newsagents, one of which sells
             fruit and vegetables and an off licence. These facilities primarily serve some of
             the day-to-day convenience needs of local residents and occasional top up food
             shopping trips;

             comparison shopping - a narrow range of independent shops selling
             predominantly furniture/furnishings, there is also a chemist and an auto-parts
             shop;

             services – including four takeaways, two estate agents, a betting shop, three
             hairdressers, a beauty salon and one dry cleaner;

             entertainment – including four pubs; and

             community facilities –a church, a church hall, and a dental surgery.



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10.5    Iver Local Centre has 30 retail/service units (excluding non Class A uses). Table 10.1
        sets out the mix of uses in Iver village, compared with the Goad national average.
        The proportions of convenience retail, A1 and A2 service uses and A3 and A5 uses
        are higher than the national average while the proportions of comparison retail is
        lower than the national average. There are four vacant shop units in the town centre,
        a vacancy rate of 15.4% which is higher than the national average.

        Table 10.1: Iver Local Centre Use Class Mix by Unit

                                           Iver Local Centre                  Index         UK Average*
          Type of Unit
                                         Units             %             (National = 100)       (%)
          Comparison Retail                5              19.2                 41.4             46.4
          Convenience Retail               4              15.4                169.1             9.1
          A1 Services                      6              23.1                288.5             8.0
          A2 Services                      3              11.5                107.8             10.7
          A3 and A5                        4              15.4                110.7             13.9
          A4                               4               n/a                  n/a             n/a
          Miscellaneous                   n/a              n/a                  n/a             1.4
          Vacant                           4              15.4                146.5             10.5
          Total                           30             100.0                                 100.0
        Sources: NLP Site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Retailer Representation

10.6    Iver village centre has a very limited number and range of comparison shops (5)
        reflecting the centre’s role as a local centre, providing services to the immediate
        catchment area.       Table 10.2 provides a breakdown of comparison shop uses by
        goods categories.

10.7    Only three categories are represented in the centre: ’furniture, carpets and textiles’,
        ‘cars, motorcycles and motor accessories’ and ‘chemists, drug stores and opticians’.
        Consequently the proportions of units in these three categories are much higher than
        the national average. There are no major national multiple comparison retailers
        present in the village. This low provision of comparison reflects Iver’s role as a local
        centre, below larger district centres in the hierarchy.




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        Table 10.2: Iver Local Centre Breakdown of Comparison Units

                                                        Iver Local Centre                                   UK
                                                                                      Index
         Type of Unit                                                                                    Average*
                                                         Units           %       (National= 100)
                                                                                                            (%)
         Clothing and Footwear                              0          0.0              0.0                27.0
         Furniture, carpets and textiles                    3          60.0            674.2               8.9
         Booksellers, arts, crafts and stationers           0          0.0              0.0                9.5
         Electrical, gas, music and photography             0          0.0              0.0                10.3
         DIY, hardware & homewares                          0          0.0              0.0                6.3
         China, glass, gifts & fancy goods                  0          0.0              0.0                3.8
         Cars, motorcycles & motor access.                  1          20.0            689.7               2.9
         Chemists, drug stores & opticians                  1          20.0            238.1               8.4
         Variety, department & catalogue                    0          0.0              0.0                2.1
         Florists, nurserymen & seedsmen                    0          0.0              0.0                2.2
         Toys, hobby, cycle & sport                         0          0.0              0.0                5.3
         Jewellers                                          0          0.0              0.0                5.1
         Other comparison retailers                         0          0.0              0.0                8.0
         Total                                              5         100.0                               100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)

        Service Uses

10.8    Iver village provides a reasonable range of service uses for a centre of its size, with
        all categories except travel agents represented, as shown in Table 10.3. The centre
        has a relatively low proportion of financial services compared with the national
        average. The proportions of estate agents and valuers, hairdressers and beauty
        parlours and laundries/dry cleaners are significantly higher than the national average.


        Table 10.3: Iver Local Centre Analysis of Selected Service Uses

           Type of Use                             Iver Local Centre               Index                 UK
                                                                                                      Average*
                                                    Units            %        National = 100              %
         Restaurants, cafes & takeaways               4          33.3             90.1                 42.7
         Banks/other financial services               1           8.3             48.4                 15.9
         Estate agents and valuers                    2          16.7            133.8                 11.5
         Travel agents                                0           0.0              0.0                  5.4
         Hairdressers & beauty parlours               4          33.3            143.1                 21.5
         Laundries and dry cleaners                   1           8.3            256.4                  3.0
         Total                                       12          100.0                                 100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)
        N.B. ‘Restaurants, cafés and takeaways’ does not include the 4 pubs/wine bars in the centre


10.9    There are no banks/building societies within Iver village, the financial service in the
        centre is a betting shop. In addition to Class A service uses Iver village has a few
        other non-retail uses including a church and a dental surgery.



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        The Supply of Commercial Premises and Property Indicators

10.10 There were 4 vacant units in Iver village and these were fairly well scattered
        throughout the centre.     The vacancy rate (15.4%) is above the national average
        (10.5%).

10.11 Published Prime Retail Rent and Yields data was not available for Iver village centre.


        Retailer Requirements

10.12 Neither EGI nor the retail operator survey identified any live retailer requirements for
        Iver.


        Accessibility and Movement


        Private Transport

10.13 Iver is relatively easily accessible from surrounding areas as the B470 runs through
        the centre providing links to the A4 and areas on the far side of the M25.


        Car Parking

10.14 There are no car parks in Iver village, however, there is a small area in front of one of
        the two parades, with space for approximately 8-12 cars.           In addition there is a
        significant amount of on-street parking, including much in places not intended for car
        parking. At the time of the NLP site visit cars were parked both at a bus stop and by a
        ‘No Parking’ sign outside a block of flats.


        Public Transport

10.15 There are three bus stops in Iver village; one on either side of the High Street near
        King’s Church, and one on the northern side of the High Street opposite Chequers
        Orchard. There are two bus routes (numbers 58 and 582) run by Carousel Buses
        and First which stop in Iver; the no. 58, run by First, provides a regular daily service to
        the surrounding areas of Uxbridge, Iver Heath, Langley, Slough, Britwell and
        Burnham. The no. 582 bus, run by Carousel Buses, only operates on a Saturday,
        and only once in each direction. It provides links to Higher Denham, Denham Green,
        Denham, Iver Heath, George Green and Windsor.



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10.16 Although there is a train station called ‘Iver station’, it is not in the village; it is located
        at Richings Park which is approximately one and half kilometres from Iver village.


        Pedestrian Access and Movement

10.17 The High Street is the main shopping thoroughfare through the centre, and it provides
        a natural route for pedestrians through the village.

10.18 Pedestrian movement throughout Iver village is hindered by heavy traffic flows along
        the High Street, a lot of which is due to HGVs that drive through the centre, however,
        there is a pedestrian crossing in the centre. Pedestrian movement may be further
        hampered by the significant levels of on-street parking, and in many cases, cars
        parked on the pavement. However, as the pavements were fairly wide, pedestrian
        movement is not likely to be affected significantly. Pedestrian movement was also
        slightly impeded by the ongoing construction in the village which was apparent at the
        time of the NLP site visit.

10.19 Pedestrian flows tend to be heaviest around the two parades on the High Street, and
        quiet elsewhere in the centre.


        Environmental Quality

10.20 The quality of buildings within Iver village is generally good, however, those along the
        High Street are more modern than those on the periphery, and are rather uninspiring
        in design, although they are well maintained. They are some characteristic historic
        buildings on the outskirts of the village, which enhance its aesthetic appeal.
        Individual units in the centre are in good condition, with generally well kept facades.
        The two parades both consist of uniform square shop units with residential uses
        above.

10.21 Throughout the majority of the centre the paving is of generally good quality and is
        reasonably wide, however, it varies in style between large paving slabs, small red
        bricks set at angles to each other, and even tarmac. There is an adequate provision
        of street lighting throughout the centre which is of a reasonable quality. CCTV is not
        evident within centre, however, its omission does not give the centre an unsafe
        feeling. There is a small amount of litter and chewing gum and some evidence of fly
        posting throughout the centre, however, no graffiti was noted during the NLP site visit.
        There are a few benches in the village, but none in the immediate vicinity of the
        parades of shops. There is minimal street furniture throughout the centre (i.e. litter
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        bins, seating, bicycle racks), litter bins, hanging baskets and street lighting are the
        only prominent forms, and while of a reasonable quality, the bins are not of a uniform
        style and the street lights are slightly tired looking.               The village is significantly
        enhanced by the presence of hanging baskets.

10.22 The overall environmental quality within Iver village is reasonably pleasant; it is an
        attractive, clean village with a range of shops and services.




        The western of the two parades with parking in front   The eastern of the two parades with hanging baskets
        of the shops.                                          in front of the shops.




        Construction work and on-street parking obstruct       The Swan public house is housed by a characteristic
        pedestrian movement.                                   period building on the periphery of the centre.



        Summary of Iver Local Centre’s Strengths and Weaknesses


        Strengths

             Iver village has a reasonably good selection of small convenience shops for a
             local centre of its size. The centre has a higher proportion of convenience shops
             than the national average, and it includes a bakery, off licence and two
             newsagents, one of which sells fruit and vegetables.

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             The village centre provides a good range of A1 service facilities including an
             undertaker, a dry cleaner, a beauty salon and three hairdressers. The centre also
             has two estate agents which equates to a higher proportion than the national
             average.

             The periphery of the centre contains many attractive historic buildings of a well
             maintained quality.

             The centre has reasonably good quality pavements, which provide a reasonably
             pleasant shopping environment for customers. Most areas within the centre are
             well lit, well maintained, clean and tidy.         The provision of hanging baskets
             throughout the centre improves its appearance.


        Weaknesses

             Iver is similar to other small local centres. It is reasonably attractive and contains
             a mixture of period and modern buildings but its provision of comparison retailers
             is relatively poor, as is its provision of street furniture.

             There is a relatively poor range comparison shops with only three different
             categories represented. There is no provision of banks/building societies within
             the village.

             The centre has no large food store suitable for main and bulk food shopping.

             The range of leisure and entertainment facilities is poor. The centre’s evening
             economy is based primarily on pubs and takeaways.              Therefore the evening
             economy could be improved.

             The vacancy rate within the village (15.4%) is significantly above the national
             average (10.5%) suggesting that supply of units exceeds demand.

             There are no car parks within the village centre, and this results in on-street
             parking, and sometimes illegal parking.

             Pedestrian movement within the centre is hindered by heavy traffic flows along
             the High Street and on-street parking.




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             Public transport links to and from the centre are poor – the train station is over a
             kilometre from the centre and there is only one regular bus service to and from
             the village.


        Iver Summary

10.23 Iver is a fairly small, but reasonably attractive local centre with a good range of
        convenience shops, its provision of comparison shops, however, is quite poor and it
        has no banks/building societies. The centre contains some attractive period buildings
        and a more modern parade of shops.




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11.0    LOCAL CENTRES IN CHILTERN DISTRICT


        Introduction

11.1    In addition to the three district centres (Amersham on the Hill, Chesham and Chalfont
        St Peter), Chiltern District has five designated local centres. This section provides a
        brief over-view of each centre.


        Amersham Old Town Local Centre
11.2    Amersham Old Town Local Centre is a fairly large local centre located just to the
        south of Amersham, in the middle of the Chiltern District. Amersham Old Town Local
        Centre is a linear centre, stretching east to west from the intersection of Cherry Lane
        and the High Street, along the High Street, Market Square and Broadway to the car
        park adjacent to Tesco. The centre is immediately surrounded by residential areas,
        with some dwellings interspersed amongst the Class A use units in the centre. The
        area surrounding the centre is Green Belt, whilst the whole of the centre itself is
        designated as a Conservation area in the Local Plan (1997), additionally, the High
        Street is defined as an “Established Residential Area of Special Character” in the
        Local Plan.

11.3    There is a large (4,784 sq m net) Tesco superstore on the edge of the centre, which
        draws a significant amount of trade from the northern and western parts of the study
        area. There is also a Fox’s outdoor store on the site, and a Starbucks café located
        within the Tesco store.

11.4    The centre has a reasonable selection of shops for a local centre. Its key roles
        include:

             convenience shopping – including a large Tesco store, a deli and a local
             newsagent. The Tesco store serves main and bulk food shopping trips for
             residents and visitors;

             comparison shopping - a number of independent specialist shops selling
             comparison goods including clothing, antiques, interiors and jewellery etc;

             services – including a Caffé Uno, a number of restaurants, estate agents and
             hairdressers/beauty parlours; and

             community facilities – two churches, a dentist, a post office and a museum.



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11.5    Amersham Old Town local centre has 58 ground floor retail/service units (excluding
        non-retail Class A uses) and is about a third the size of Amersham on the Hill and
        Chesham in terms of the number of outlets. Table 11.1 sets out the mix of uses in
        Amersham Old Town Local centre, compared with the national average. The centre
        has a much lower proportion of convenience retail uses and A2 service uses
        compared with the national average. The proportion of comparison retail uses, A1
        service uses, and A3 and A5 uses is higher than the national average. One would
        not normally expect a local centre to have a high proportion of comparison shops.
        Amersham Old Town has a unique shopping role, providing high quality niche and
        independent retailer, which provides the centre with local distinctiveness.


        Table 11.1: Amersham Old Town Local Centre Use Class Mix by Unit

                                             Amersham Old Town
                                                                              Index       UK Average*
         Type of Unit                            Local Centre
                                                                         (National=100)       (%)
                                              Units          %
          Comparison Retail                    32           61.5               132.6          46.4
          Convenience Retail                    3           5.8                63.4           9.1
          A1 Services                           5           9.6                120.2          8.0
          A2 Services                           3           5.8                53.9           10.7
          A3 and A5 (excl. pubs/bars)           8           15.4               110.7          13.9
          A4                                    6           n/a                 n/a           n/a
          Miscellaneous                        n/a          n/a                 n/a           1.4
          Vacant                                1           1.9                18.3           10.5
          Total                                58          100.0                             100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


11.6    Amersham Old Town local centre has an excellent selection of comparison shops
        (32) for a local centre, but the range of goods sold is fairly narrow.            Table 11.2
        provides a breakdown of comparison shop uses by goods categories. Not all the
        comparison goods categories identified by Goad are represented within the centre.
        There      are      no    booksellers/arts/crafts/stationers,       DIY/hardware/homewares,
        cars/motorcycles/motor accessories, variety/department/catalogue or florist shops in
        the centre. The centre has a concentration of clothing and fashion retailers and
        furniture/antique shops, which characterise its local distinctiveness.




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        Table 11.2: Amersham Old Town Local Centre Breakdown of Comparison Units

                                                       Amersham Old                Index              UK
                                                         Town Local           (National=100)        Average*
         Type of Unit
                                                           Centre                                     (%)
                                                       Units      %
         Clothing and Footwear                          14       43.8               162.0             27.0
         Furniture, carpets and textiles                 7       21.9               245.8              8.9
         Booksellers, arts, crafts, stationers           0        0.0                0.0               9.5
         Electrical, gas, music, photography             1        3.1                30.3             10.3
         DIY, hardware & homewares                       0        0.0                0.0               6.3
         China, glass, gifts & fancy goods               1        3.1                82.2              3.8
         Cars, motorcycles & motor access.               0        0.0                0.0               2.9
         Chemists, drug stores & opticians               1        3.1                37.2              8.4
         Variety, department & catalogue                 0        0.0                0.0               2.1
         Florists, nurserymen & seedsmen                 0        0.0                0.0               2.2
         Toys, hobby, cycle & sport                      3        9.4               176.9              5.3
         Jewellers                                       3        9.4               183.8              5.1
         Other comparison retailers                      2        6.3                78.1              8.0
         Total                                          31      100.0                                 100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Service Uses

11.7    Amersham Old Town local centre has a limited range of service uses for a reasonably
        large local centre, but most of the categories are represented, as shown in Table
        11.3. However, there are no laundries/dry cleaners and only one financial service,
        which is a betting shop, in the centre.            The strategy for the centre could focus on
        improving non-retail services.


        Table 11.3: Amersham Old Town Local Centre Analysis of Service Uses

                                                   Amersham Old                                     UK
                                                                                Index
           Type of Use                           Town Local Centre                               Average*
                                                                           (National=100)
                                                   Units      %                                     (%)
         Restaurants, cafes & takeaways              8       50.0               117.1             42.7
         Banks/other financial services              1       6.3                39.3              15.9
         Estate agents and valuers                   2       12.5               108.7             11.5
         Travel agents                               2       12.5               231.5              5.4
         Hairdressers & beauty parlours              3       18.8               87.2              21.5
         Laundries and dry cleaners                  0       0.0                 0.0               3.0
         Total                                      13      100.0                                 100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)
        N.B. ‘Restaurants, cafés and takeaways’ does not include the Starbucks within Tesco, or the 6 pubs in
        the centre




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        Strengths

11.8    Amersham Old Town is a healthy vital and viable local centre with a strong village
        feel. It is locally distinct in that it provides a high quality niche market of independent
        and national retailers and restaurants, serving both the local and visitor markets. The
        buildings in the centre are predominantly attractive period buildings.         There is a
        covered market square next to Market Walk, which is an attractive feature.

11.9    Amersham Old Town has a large number of comparison retailers for a local centre.
        These shops are supported by Class A1 service uses (travel agents, hairdressers and
        beauty parlours) and Class A3 uses (restaurants and cafes). The centre only has one
        vacant unit. The overall environment of the centre is of a high standard with many
        well maintained charming period buildings. There is also a picturesque church in the
        centre with public seating in front. The street furniture in general is of a high quality,
        there are ample bins and street lighting, which are of a style that matches the age of
        the buildings. There are also trees and potted plants which enhance the environment,
        there is no evidence of litter or graffiti in the centre. There are a large number of bus
        stops within and around the western end of the centre which provide links to the
        surrounding and wider area.


        Weaknesses

11.10 Amersham Old Town has a small number of convenience retailers for a local centre.
        However this may be explained by the large Tesco store on the outskirts of the
        centre. There are no banks or building societies in the centre, although this may be
        explained by its close proximity to Amersham on the Hill, which contains a good
        range of such services. The paving in the centre is fairly narrow, and while generally
        even could be improved.


        Chalfont St. Giles Local Centre

11.11 Chalfont St Giles Local Centre is located to the south east of Chiltern District within
        close proximity to the Three Rivers District border. The centre is focussed around the
        village green with shops and other Class A uses situated along the High Street and
        The Green.          The centre is within a designated Conservation Area, and it is
        surrounded by Green Belt.

11.12 The centre has a small number of retail and service uses, and serves local residents’
        low order comparison and top-up convenience needs. The centre’s key roles include:
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             convenience shopping – including newsagents, a bakery, a greengrocer, a
             butcher, a deli, a specialist oil/vinegars shop and a Co-Op store. These facilities
             serve top-up food shopping trips for visitors rather than main food shopping;

             comparison shopping - independent shops selling a range of lower order
             comparison goods. There are no national multiple retailers apart from Lloyds
             Pharmacy;

             services – including four hairdressers, two beauty salons, a building society and
             three estate agents. There is also a library which is due to open in the near
             future.

11.13 Chalfont St Giles Local Centre has 32 ground floor retail/service units (excluding non-
        retail Class A uses). Table 11.4 sets out the mix of uses in Chalfont St Giles local
        centre, compared with the national average.


        Table 11.4: Chalfont St Giles Local Centre Use Class Mix by Unit

                                            Chalfont St Giles             Index           UK Average*
         Type of Unit                         Local Centre           (National=100)           (%)
                                            Units         %
          Comparison Retail                   9          31.0              66.9              46.4
          Convenience Retail                  7          24.1             265.3               9.1
          A1 Services                         7          24.1             301.7               8.0
          A2 Services                         4          13.8             128.9              10.7
          A3 and A5 (excl. pubs/bars)         0          0.0               0.0               13.9
          A4                                  3          n/a               n/a                N/A
          Miscellaneous                       n/a        n/a               n/a                1.4
          Vacant                              2          6.9               65.7              10.5
          Total                              32         100.0                                100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


11.14 Chalfont St Giles has a limited selection of comparison shops (9) reflecting its role as
        a local centre. Table 11.5 provides a breakdown of comparison shop uses by goods
        categories.         A number of comparison goods categories identified by Goad are
        represented within the local centre, but the choice within each category is limited.

11.15 Chalfont St Giles local centre has a fairly narrow range of service, with an abundance
        of hairdressers and beauty parlours, and estate agents and a lack of restaurants,
        cafés and takeaways, travel agents and laundries/dry cleaners, as shown in Table
        11.6.




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        Table 11.5: Chalfont St Giles Local Centre Breakdown of Comparison Units

         Type of Unit                                Chalfont St Giles             Index         UK
                                                      Local Centre            (National=100)   Average*
                                                     Units        %                              (%)
         Clothing and Footwear                         2         22.2                  82.3      27.0
         Furniture, carpets and textiles               0         0.0                   0.0        8.9
         Booksellers, arts, crafts, stationers         2         22.2                 233.9       9.5
         Electrical, gas, music. photography           0         0.0                   0.0       10.3
         DIY, hardware & homewares                     0         0.0                   0.0        6.3
         China, glass, gifts & fancy goods             0         0.0                   0.0        3.8
         Cars, motorcycles & motor access.             0         0.0                   0.0        2.9
         Chemists, drug stores & opticians             1         11.1                 132.3       8.4
         Variety, department & catalogue               0         0.0                   0.0        2.1
         Florists, nurserymen & seedsmen               1         11.1                 505.1       2.2
         Toys, hobby, cycle & sport                    1         11.1                 206.9       5.3
         Jewellers                                     0         0.0                   0.0        5.1
         Other comparison retailers                    2         22.2                 277.8       8.0
         Total                                         9        100.0                           100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (July 2006)


        Table 11.6: Chalfont St Giles Local Centre Analysis of Selected Service Uses

           Type of Use                             Chalfont St Giles               Index          UK
                                                    Local Centre              (National=100)   Average*
                                                   Units         %                                (%)
         Restaurants, cafes & takeaways              0         0.0                 0.0          42.7
         Banks/other financial services              1         10.0               62.9          15.9
         Estate agents and valuers                   3         30.0               260.9         11.5
         Travel agents                               0         0.0                 0.0           5.4
         Hairdressers & beauty parlours              6         60.0               279.1         21.5
         Laundries and dry cleaners                  0         0.0                 0.0           3.0
         Total                                      10        100.0                             100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)
        N.B. ‘Restaurants, cafés and takeaways’ does not include the 2 pubs in the centre

        Strengths

11.16 Chalfont St Giles is a relatively busy local centre, which offers a typical range of
        shops and services one would expect to find in a large village local centre. It has
        some independent specialists that are locally distinct.                  The centre consists of
        predominantly attractive period buildings around a central village green and duck
        pond with public seating opposite the green. Chalfont St Giles has a good range of
        independent convenience retailers including a butcher, baker, greengrocer and
        newsagent.          The centre also has a good provision of hairdressers and beauty
        parlours. There are only two vacant units in the centre, which equates to a vacancy
        rate of 6.9%; significantly below the national average of 10.5%. Chalfont St Giles is a
        picturesque village and its overall environment is very pleasant.

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11.17 The street furniture is of a high quality, and the ample provision of bins and street
        lighting match each other and the style of the centre, which is dictated by the age of
        the buildings. There is plenty of public seating and no evidence of litter of graffiti, the
        paving in the centre is wide and generally even. In addition to the Class A uses, there
        is also a church, a community library and two dental surgeries.


        Weaknesses

11.18 Chalfont St Giles has a small number of comparison retailers, but this is not unusual
        for a local centre. There are limited Class A3 or A5 uses (restaurants, cafes and
        takeaways), but there are three pubs, at least two of which serve food. Although the
        tables above show a relatively high number of A2 Service use units, most are estate
        agents, and there is only one building society. There are four bus stops throughout
        the centre, but only one route operates into and out of Chalfont St Giles.


        Great Missenden Local Centre
11.19 Great Missenden is a fairly large local centre located to the west of Chiltern District. It
        is primarily a linear centre, extending along the southern part of the High Street from
        Station Approach to the start of London Road. The centre lies within a Conservation
        Area and consists of mainly historic buildings, with some newer buildings located on
        Station Approach. The centre serves mainly local convenience and service needs but
        also has a small range of specialist independent comparison stores.

11.20 The centre has a fairly wide selection of shops and service uses for a local centre. Its
        key roles include:

             convenience shopping – including a small Somerfield store, a bakery, off-license
             and newsagent.

             comparison shopping – independent retailers selling a range of comparison goods
             including clothing, interiors and more;

             services – including a number of restaurants, estate agents, hairdressers/beauty
             parlours and three national high street banks.

             community facilities – a library, church, art gallery and a museum.


11.21 Great Missenden local centre has 51 ground floor retail/service units (excluding non-
        retail Class A uses).    Table 11.7 sets out the mix of uses in Great Missenden,
        compared with the national average.


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        Table 11.7: Great Missenden Local Centre Use Class Mix by Unit

                                            Great Missenden               Index           UK Average*
         Type of Unit                         Local Centre           (National=100)           (%)
                                            Units        %
          Comparison Retail                   18        35.3               76.1              46.4
          Convenience Retail                   4        7.8                86.2               9.1
          A1 Services                          8        15.7              196.1                8
          A2 Services                          8        15.7              146.6              10.7
          A3 and A5 (excl. pubs/bars)          4        7.8                56.4              13.9
          A4                                   3        5.9                n/a                n/a
          Miscellaneous                      n/a         n/a                n/a               1.4
          Vacant                               6        11.8              112.0              10.5
          Total                               51       100.0              100.0              100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


11.22 The centre has a lower proportion of convenience and comparison units and
        restaurants, cafés and takeaways compared with the national average, whilst the
        proportion of A1 and A2 service uses is higher than the national average. One would
        normally expect local centres to have a lower proportion of comparison shops, but a
        higher proportion of convenience shops and Class A3/A5 uses. There are six vacant
        units, which account for 12% of all units, which is marginally above the national
        average vacancy rate.

11.23 Great Missenden has a reasonable selection of comparison shops (18) for a local
        centre.     Table 11.8 provides a breakdown of comparison shop uses by goods
        category.      Not all the comparison goods categories identified by Goad are
        represented within the centre.           There are no stores selling ‘DIY, hardware &
        homewares’ or ‘cars, motorcycles & motor accessories’, and no ‘variety, department
        & catalogue’ stores in the centre.        However, one would not normally expect a local
        centre to offer a full range of comparison shops. There are six clothes shops and one
        shoe shop in the centre, which is a good provision for a local centre. Most other
        categories of goods are represented by one retailer.




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        Table 11.8: Great Missenden Local Centre Breakdown of Comparison Units

                                                    Great Missenden            Index           UK
         Type of Unit                                 Local Centre         (National=100     Average*
                                                    Units       %                 )            (%)
         Clothing and Footwear                         7      38.9%            144.0            27
         Furniture, carpets and textiles               3      16.7%            187.3            8.9
         Booksellers, arts, crafts, stationers         1      5.6%              58.5            9.5
         Electrical, gas, music, photography           0      0.0%               0.0           10.3
         DIY, hardware & homewares                     1      5.6%              88.2            6.3
         China, glass, gifts & fancy goods             1      5.6%             146.2            3.8
         Cars, motorcycles & motor access.             0      0.0%               0.0            2.9
         Chemists, drug stores & opticians             2      11.1%            132.3            8.4
         Variety, department & catalogue               0      0.0%               0.0            2.1
         Florists, nurserymen & seedsmen               1      5.6%             252.5            2.2
         Toys, hobby, cycle & sport                    1      5.6%             104.8            5.3
         Jewellers                                     1      5.6%             108.9            5.1
         Other comparison retailers                    0      0.0%               0.0             8
         Total                                        18     100.0%                           100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Service Uses

11.24 Great Missenden has a good range of service uses for a centre of its size. All of the
        categories of service use are represented, as shown in Table 11.9.                   All types of
        service use are over-represented compared to the national average, with the
        exception of restaurants, cafés and takeaways. There is a particularly high proportion
        of estate agents (28%) compared to the national average (12%).


        Table 11.9: Great Missenden Local Centre Analysis of Selected Service Uses

                                                 Great Missenden            Index          UK Average*
           Type of Use                             Local Centre         (National=100          (%)
                                                  Units       %               )
         Restaurants, cafes & takeaways             4        22.2            52.0              42.7
         Banks/other financial services             3        16.7           104.8              15.9
         Estate agents and valuers                  5        27.8           241.5              11.5
         Travel agents                              1        5.6            102.9              5.4
         Hairdressers & beauty parlours             4        22.2           103.4              21.5
         Laundries and dry cleaners                 1        5.6            185.2              3.0
         Total                                     18       100.0                             100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Strengths

11.25 Great Missenden has a good range of small convenience shops and Class A1 and A2
        services for a local centre, and serves the local shopping needs of the resident
        population. The centre also has a range of higher order independent comparison
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        retailers to serve the local and visitor market. Great Missenden is an attractive town,
        with a long high street containing many historic buildings. The retail façades are all
        well maintained, and there is a good provision of street furniture, contributing to the
        pleasant environment of the centre. There is a train station within the centre, and a
        limited number of bus routes run through the high street, providing approximately
        hourly services to nearby centres.


        Weaknesses

11.26 Great Missenden is an attractive, but largely indistinct compared to other local
        centres, although there are a few unusual buildings within the centre. The retail area
        of Great Missenden is spread along the High Street, with many residential units
        interspersed with shops, which may discourage shoppers from visiting the far end of
        the High Street. Traffic flows are fairly high through the centre, and there is on-street
        parking along much of the High Street. Whilst there are some traffic calming
        measures, the lack of pedestrian crossings, combined with the on-street parking
        means it may be difficult for pedestrians to cross the road. There are six vacant units
        within the centre, and the vacancy rate of 12% is above the national average,
        suggesting the demand for premises is limited.


        Holmer Green Local Centre
11.27 Holmer Green is a small local centre located to the west of Chiltern District.           It
        consists of a small parade of shops on Turners Place, with several additional shops
        on Pond Approach.

11.28 The centre is immediately surrounded by residential areas, and serves local top-up
        shopping needs. Holmer Green’s roles include:

             Local shopping needs – a range of convenience stores, including a Spar, a
             bakery, a greengrocer, an off-license, a newsagent and CTN store within a petrol
             station. There is also a pharmacy.

             services – including a hairdresser, an estate agent and three takeaways.

11.29 Holmer Green has a total of 15 retail and service units within the centre. The mix of
        uses is set out in Table 11.10 below. Compared to the national average, Holmer
        Green has an over-representation of convenience units and restaurants, cafés and
        takeaways.



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        Table 11.10: Holmer Green Local Centre Use Class Mix by Unit

         Type of Unit                       Holmer Green Local               Index            UK
                                                  Centre                (National=100)      Average*
                                            Units         %                                   (%)
         Clothing and Footwear                0          0.0                  0.0              27
         Comparison Retail                    3          20.0                 43.1            46.4
         Convenience Retail                   6          40.0                439.6             9.1
         A1 Services                          1          6.7                  83.3              8
         A2 Services                          1          6.7                  62.3            10.7
         A3 and A5 (excl. pubs/bars)          3          20.0                143.9            13.9
         A4                                   0          0.0                  n/a              n/a
         Miscellaneous                       n/a          n/a                  n/a             1.4
         Vacant                               1          6.7                  63.5            10.5
         Total                               15         100.0                100.0           100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


11.30 Holmer Green has a very limited selection of comparison shops, as illustrated in
        Table 11.11 below. There are three comparison units within the centre, including a
        pharmacy, bathroom showroom and hardware store.


        Table 11.11: Holmer Green Local Centre Breakdown of Comparison Units

         Type of Unit                                 Holmer Green              Index          UK
                                                      Local Centre         (National=100)    Average*
                                                     Units      %                              (%)
         Clothing and Footwear                         0      0.0%                0.0           27
         Furniture, carpets and textiles               1      33.3%              374.5          8.9
         Booksellers, arts, crafts, stationers         0      0.0%                0.0           9.5
         Electrical, gas, music, photography           0      0.0%                0.0          10.3
         DIY, hardware & homewares                     1      33.3%              529.1          6.3
         China, glass, gifts & fancy goods             0      0.0%                0.0           3.8
         Cars, motorcycles & motor access.             0      0.0%                0.0           2.9
         Chemists, drug stores & opticians             1      33.3%              396.8          8.4
         Variety, department & catalogue               0      0.0%                0.0           2.1
         Florists, nurserymen & seedsmen               0      0.0%                0.0           2.2
         Toys, hobby, cycle & sport                    0      0.0%                0.0           5.3
         Jewellers                                     0      0.0%                0.0           5.1
         Other comparison retailers                    0      0.0%                0.0            8
         Total                                         3     100.0%                           100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Service Uses

11.31 Holmer Green has a fairly limited range of service uses, typical of a centre of its size,
        as shown in Table 11.12.




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        Table 11.12: Holmer Green Local Centre Analysis of Selected Service Uses

           Type of Use                            Holmer Green             Index         UK Average*
                                                  Local Centre         (National=100         (%)
                                                                             )
                                                 Units                                        %
         Restaurants, cafes & takeaways           3           60.0          140.5            42.7
         Banks/other financial services           0           0.0            0.0             15.9
         Estate agents and valuers                1           20.0          173.9            11.5
         Travel agents                            0           0.0            0.0             5.4
         Hairdressers & beauty parlours           1           20.0           93.0            21.5
         Laundries and dry cleaners               0           0.0            0.0             3.0
         Total                                    5          100.0                          100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Strengths

11.32 Holmer Green is a small, compact centre, which adequately serves local shopping
        needs, with a range of convenience stores and a pharmacy. There is a good provision
        of parking for a small centre, with some off-street parking in front of Turners Place. A
        number of bus routes run through the centre. The centre is generally well maintained
        and is of a reasonable environmental quality.


        Weaknesses

11.33 Holmer Green is a fairly typical local centre and has no characteristics which make it
        locally distinctive. Holmer Green is one of the smaller local centres in the district and
        has a very limited selection of comparison shops and service uses.


        Little Chalfont Local Centre

11.34 Little Chalfont Local Centre is located in the east of Chiltern District within close
        proximity to the Three Rivers District border. The centre is situated north-west of
        Chorleywood and east of Amersham Old Town. The shops are located within the
        vicinity of Chalfont and Latimer Station.

11.35 The centre consists of a number of parades of shops stretching from Nightingales
        corner to the road leading up to the station, incorporating Cokes Lane, Chenies
        Parade and Chalfont Station. The age of the buildings reveals how the centre has
        evolved from one small parade to the present day; most of the parade along Cokes
        Lane and Nightingales Corner appears to have been built during the inter-war years,
        and appear to be the oldest buildings in the centre – the shops toward the eastern
        end of Nightingales Corner are difficult to age but appear to have been built later than
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        the rest of the parade while the units along Chenies Parade seem to have been built
        during the 1960s.

11.36 The centre has a reasonable number of retail and service uses and serves local
        residents for low order comparison and top-up convenience goods, whilst also
        providing some specialist shops such as an art gallery/shop and a clockmakers shop.
        The centre’s key roles include:

             convenience shopping – including a bakery, a butcher, two delis, a post office, off
             licence and a Martins newsagent. These facilities serve top-up food shopping
             trips for visitors rather than main food shopping. Tesco Express are expected to
             open an Express store in one of the vacant units;

             comparison shopping – independent shops selling a range of lower order
             comparison goods including an art gallery/shop, a few clothes shops, a number of
             charity shops, a pharmacy and an optician. There are no national multiple
             retailers;

             services – including a dry cleaner, undertakers, a building society, two estate
             agents and a number of hairdressers and restaurants.

11.37 Little Chalfont Local Centre has 49 ground floor retail/service units (excluding non-
        retail Class A uses). Table 11.13 sets out the mix of uses in Little Chalfont Local
        Centre, compared with the national average.


        Table 11.13: Little Chalfont Local Centre Use Class Mix by Unit

                                           Little Chalfont Local           Index          UK Average*
         Type of Unit                              Centre             (National=100)          (%)
                                            Units          %
          Comparison Retail                   16          33.3             71.8              46.4
          Convenience Retail                   8          16.7             183.2              9.1
          A1 Services                          8          16.7             208.3              8.0
          A2 Services                          4           8.3             77.9              10.7
          A3 and A5 (excl. pubs/bars)          7          14.6             104.9             13.9
          A4                                   1           n/a              n/a               N/A
          Miscellaneous                       n/a          n/a              n/a               1.4
          Vacant                               5          10.4             99.2              10.5
          Total                               49         100.0                               100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


11.38 Little Chalfont Local Centre has a reasonable selection of comparison shops (16). A
        breakdown of shops in each goods categories is provided in Table 11.14 below.
        Many of comparison goods categories identified by GOAD are not represented within
        the centre. There is a significant over-representation of ‘other comparison retailers’



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        when compared to the national average in Little Chalfont; this is due to the presence
        of three charity shops, a clock shop, an army store, a pet shop and a party shop.


        Table 11.14: Little Chalfont Local Centre Breakdown of Comparison Units

                                                       Little Chalfont            Index         UK
         Type of Unit                                   Local Centre         (National=100)   Average*
                                                      Units        %                            (%)
         Clothing and Footwear                           2        12.5                 46.3     27.0
         Furniture, carpets and textiles                 2        12.5                140.4      8.9
         Booksellers, arts, crafts, stationers           1         6.3                 65.8      9.5
         Electrical, gas, music. photography             0         0.0                 0.0      10.3
         DIY, hardware & homewares                       1         6.3                 99.2      6.3
         China, glass, gifts & fancy goods               0         0.0                 0.0       3.8
         Cars, motorcycles & motor access.               0         0.0                 0.0       2.9
         Chemists, drug stores & opticians               2        12.5                148.8      8.4
         Variety, department & catalogue                 0         0.0                 0.0       2.1
         Florists, nurserymen & seedsmen                 1         6.3                284.1      2.2
         Toys, hobby, cycle & sport                      0         0.0                 0.0       5.3
         Jewellers                                       0         0.0                 0.0       5.1
         Other comparison retailers                      7        43.8                546.9      8.0
         Total                                          16       100.0                         100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (July 2006)


11.39 Little Chalfont Local Centre has a relatively good range of service units as shown in
        Table 11.15.


        Table 11.15: Little Chalfont Local Centre Analysis of Selected Service Uses

                                                 Little Chalfont Local            Index          UK
           Type of Use                                   Centre              (National=100)   Average*
                                                   Units          %                              (%)
         Restaurants, cafes & takeaways               7        38.9               91.1         42.7
         Banks/other financial services               2        11.1               69.9         15.9
         Estate agents and valuers                    2        11.1               96.9         11.5
         Travel agents                                1         5.6              102.9          5.4
         Hairdressers & beauty parlours               5        27.8              129.2         21.5
         Laundries and dry cleaners                   1         5.6              185.2          3.0
         Total                                       18        100.0                           100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)

        Strengths

11.40 Little Chalfont is a reasonably large local centre with a good provision of convenience
        retail and A1 service units. The provision of service units generally is good with all
        categories represented, largely in approximately average proportions (compared with
        the national average) with the exception of A2 service units, of which there is an
        under representation, and laundries/dry cleaners, of which there is an over
        representation. There is a good on- and off-street parking provision at the centre and
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        some community uses including a library and village hall. The environmental quality
        of the Cokes Lane/Nightingales Corner parade is generally high; the buildings are
        attractive and well maintained, the paving is wide and even, there are plenty of bins
        and hanging baskets, and an ample provision of street lighting.


        Weaknesses

11.41 Although the parade of shops along Cokes Lane and Nightingales Corner does have
        a feeling of local distinctiveness, this discontinues with the other parades within the
        centre; the parade along Cokes Lane and Nightingales corner is made up of attractive
        inter-war buildings while the other parades are made up of more modern indistinctive
        buildings.    Little Chalfont is spread out over a fairly large area in relation to the
        number of units it contains which does not encourage visitors to visit all parts of the
        centre.      The various different parades, which are built in different styles and
        maintained to varying standards, which give the centre an irregular inconsistent feel.
        The centre has a relatively poor comparison retail provision, and a number of
        categories are not represented as shown in Table 12.14 above, there is also an under
        representation of clothes shops when compared to the national average.


        Prestwood Local Centre

11.42 Prestwood is a medium sized local centre, located towards the far western boundary
        of Chiltern District. The shopping area is concentrated on a small parade at the
        junction of Wycombe Road and the High Street, however, there are further retail units
        interspersed with residential uses at intervals along the High Street.

11.43 The centre has a selection of shops and service uses. Its key roles include:

             Local convenience shopping – including two general convenience stores (Rusts
             and Costcutter), a bakery, a newsagent, two butchers and an off-license
             (Threshers).

             Small scale comparison shopping – there are a small number of comparison units
             within the centre.

             Services – there is a range of service units, including several estate agents,
             hairdressers, pubs and takeaways; and

             Community facilities – doctors, dentists and a village hall.




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11.44 Prestwood Local Centre has a total of 27 retail and service units. The mix of uses, in
        comparison with the national average, is set out in Table 11.16 below. The proportion
        of convenience units is considerably above the national average


        Table 11.16: Prestwood Local Centre Use Class Mix by Unit

         Type of Unit                      Prestwood Local Centre              Index           UK
                                             Units        %               (National=100)    Average*
                                                                                              (%)
          Comparison Retail                       6          22.2               47.9          46.4
          Convenience Retail                      7          25.9              284.9          9.1
          A1 Services                             3          11.1              138.9            8
          A2 Services                             4          14.8              138.5          10.7
          A3 and A5 (excl. pubs/bars)             3          11.1               79.9          13.9
          A4                                      1           3.7               n/a           n/a
          Miscellaneous                          n/a          n/a                n/a           1.4
          Vacant                                  3          11.1              105.8          10.5
          Total                                  27          100.0             100.0         100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


11.45 Prestwood Local Centre has a limited selection of comparison shops (6). Table 11.17
        provides a breakdown of comparison shop uses by goods categories. Many of the
        categories of goods are not represented within the centre. The comparison goods
        present include a pharmacy, an optician, a clothing shop, a florist, an interior design
        shop and a gift shop.


        Table 11.17: Prestwood Local Centre Breakdown of Comparison Units

         Type of Unit                                  Prestwood Local          Index          UK
                                                            Centre         (National=100)    Average*
                                                       Units        %                          (%)
         Clothing and Footwear                           1       16.7%            61.7          27
         Furniture, carpets and textiles                 1       16.7%           187.3          8.9
         Booksellers, arts, crafts, stationers           0        0.0%            0.0           9.5
         Electrical, gas, music, photography             0        0.0%            0.0          10.3
         DIY, hardware & homewares                       0        0.0%            0.0           6.3
         China, glass, gifts & fancy goods               1       16.7%           438.6          3.8
         Cars, motorcycles & motor access.               0        0.0%            0.0           2.9
         Chemists, drug stores & opticians               2       33.3%           396.8          8.4
         Variety, department & catalogue                 0        0.0%            0.0           2.1
         Florists, nurserymen & seedsmen                 1       16.7%           757.6          2.2
         Toys, hobby, cycle & sport                      0        0.0%            0.0           5.3
         Jewellers                                       0        0.0%            0.0           5.1
         Other comparison retailers                      0        0.0%            0.0            8
         Total                                           6      100.0%                        100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)




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        Service Uses

11.46 Prestwood has a small number of service uses, which is expected for a centre of this
        size. The type of service uses within the centre is set out in Table 11.18 below.


        Table 11.18: Prestwood Local Centre Analysis of Selected Service Uses

           Type of Use                          Prestwood Local              Index       UK Average*
                                                     Centre             (National=100)       (%)
                                                 Units       %
         Restaurants, cafes & takeaways            3        30.0              70.3           42.7
         Banks/other financial services            0        0.0               0.0            15.9
         Estate agents and valuers                 4        40.0             347.8           11.5
         Travel agents                             0        0.0               0.0            5.4
         Hairdressers & beauty parlours            3        30.0             139.5           21.5
         Laundries and dry cleaners                0        0.0               0.0            3.0
         Total                                    10       100.0                            100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Strengths

11.47 Prestwood Local Centre is an attractive, well maintained centre. It has a good range
        of shops to serve local shopping needs, including several convenience units and a
        pharmacy. The centre is generally well maintained and is of a reasonable
        environmental quality throughout. There is a good provision of free parking within
        Prestwood, and the centre is accessible in limited capacity from the surrounding area
        by bus.


        Weaknesses

11.48 Prestwood is an average local centre, containing a reasonable range of goods and
        services, but with no characteristics that set it apart from other local centres.            A
        number of the retail units within Prestwood are spread out for some distance along
        the High Street, with many houses interspersed with the shops and service uses. This
        may result in low pedestrian footfall to the more peripheral parts of the centre.




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12.0    LOCAL CENTRES/OTHER SHOPPING AREAS IN SOUTH BUCKS DISTRICT


12.1    In addition to the two district centres (Beaconsfield and Gerrards Cross) and the two
        larger local centres (Burnham and Iver), South Bucks District has two other
        designated local centres (Beaconsfield Old Town and Farnham Common), and a
        number of neighbourhood centres; 3 of which were visited with a view to upgrading
        (Denham Green, Richings Park and Stoke Poges). This section provides a brief over-
        view of each centre.


        Beaconsfield Old Town

12.2    Beaconsfield Old Town is an historic centre, situated to the north west of South Bucks
        District, and due south of Beaconsfield New Town. The centre is focused around four
        roads (Aylesbury End, London End, Windsor End and Wycombe End) which meet at
        a cross-road. Retail and service uses extend furthest along London End and
        Aylesbury End, and all four branches are defined as Shopping Frontage in the South
        Bucks Local Plan (1999). The entire centre lies within the Beaconsfield Old Town
        Conservation Area; any development proposed in this area will be subject to
        conservation area policies in the Local Plan, and as they may be replaced in a future
        DPD.

12.3    The centre’s key roles include

               Local convenience shopping – there are several convenience shops serving
               local needs, including Londis and One-Stop convenience stores, an off-license
               and two sandwich bars. There is also a farmers market.

               Comparison shopping – Beaconsfield Old Town offers a range of high order
               comparison goods, including numerous antiques and interior design shops, as
               well as several independent clothing stores.

               Services – there are a range of service units, including a number of restaurants
               and cafes, several hair and beauty salons, estate agents, dry cleaners and
               travel agents.

               Entertainment – there are four pubs and a wine bar within the centre.

               Community facilities – includes a medical centre, a local history and information
               centre and a gym.

               Market – a Farmers’ Market operates monthly on a Saturday at Windsor End.



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12.4    Beaconsfield Old Town has 53 retail and service units (A class) within the town
        centre, including 21 comparison and 5 convenience shops. Table 12.1 below sets out
        the mix of uses in the town centre compared with the Goad national average.

12.5    Beaconsfield Old Town has a level of convenience and comparison provision that is
        roughly in line with the national average. The proportion of A1 service uses is well
        above average, whilst the proportion of A2 units is below average. There is a good
        provision of cafés and restaurants, with several national restaurant chains (Pizza
        Express, Pizza Organic and Zizzi).

        Table 12.1: Beaconsfield Old Town Local Centre Use Class Mix by Unit

                                             Beaconsfield Old                                 UK
                                                                             Index
          Type of Unit                      Town Local Centre                              Average*
                                                                        (National = 100)
                                            Units        (%)                                  (%)
          Comparison Retail                  21         39.6                   85.4          46.4
          Convenience Retail                  5          9.4                  103.7          9.1
          A1 Services                         6         11.3                  141.5            8
          A2 Services                         2          3.8                   35.3          10.7
          A3 and A5 (excl. pubs/bars)        11         20.8                  149.3          13.9
          A4                                  5          9.4                   n/a           n/a
          Miscellaneous                      n/a         n/a                    n/a           1.4
          Vacant                              3          5.7                   53.9          10.5
          Total                              53        100.0                  100.0          100
        Source: NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


12.6    There are 3 vacant units within the town centre; the vacancy rate of 5.7% is below the
        national average vacancy rate of 10.5%.


        Retailer Representation

12.7    Beaconsfield Old Town has a small selection of comparison shops (21), which
        generally provide higher order goods. Table 12.2 below provides a breakdown of
        comparison shops by goods category.

12.8    Nine of the categories of comparison goods are present within the centre. The most
        common category of comparison shop is ‘furniture, carpets and textiles’, which
        includes several interior design shops and kitchen showrooms. There are also a small
        number of clothing shops, and several antique stores, which are classed as ‘other
        comparison retailers’. The comparison shops in the centre are all operated by
        independent retailers, with the exception of Lloyds Chemist.




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        Table 12.2: Beaconsfield Old Town Breakdown of Comparison Units

                                                          Beaconsfield Old            Index          UK
          Type of Unit                                   Town Local Centre          (National =   Average*
                                                          Units        (%)             100)          (%)
         Clothing & Footwear                                4        19.0%             70.5          27
         Furniture, Carpets & Textiles                      6        28.6%            321.0          8.9
         Booksellers, Arts, Crafts and Stationers           2         9.5%            100.3          9.5
         Electrical, Gas, Music and Photography             1         4.8%             46.2         10.3
         DIY, Hardware & Homewares                          0         0.0%              0.0          6.3
         China, Glass, Gifts & Fancy Goods                  0         0.0%              0.0          3.8
         Cars, Motorcycles & Motor Accessories              0         0.0%              0.0          2.9
         Chemists, Drug Stores & Opticians                  1         4.8%             56.7          8.4
         Variety, Department & Catalogue                    0         0.0%              0.0          2.1
         Florists, Nurserymen & Seedsmen                    1         4.8%            216.5          2.2
         Toys, Hobby, Cycle & Sport                         1         4.8%             89.8          5.3
         Jewellers                                          2         9.5%            186.7          5.1
         Other Comparison Retailers                         3        14.3%            178.6           8
         Total                                             21        100.0%                        100.0
        Source: NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


        Service Uses

12.9    Beaconsfield Old Town contains a range of retail service uses, as shown in Table
        12.3. The centre a total of 11 restaurants, cafés and takeaways, which account for
        58% of all service units in the centre, above the national average of 43%. All other
        types of service use are present, with the exception of banks and building societies.


        Table 12.3: Beaconsfield Old Town Local Centre Analysis of Selected Service Uses

                                                Beaconsfield Old Town           Index          UK
           Type of Use                               Local Centre             (National =   Average*
                                                No. units        (%)             100)          (%)
         Restaurants, cafes & takeaways            11          57.9             135.6         42.7
         Banks/other financial services             0           0.0               0.0         15.9
         Estate agents and valuers                  2          10.5              91.5         11.5
         Travel agents                              1           5.3              97.5          5.4
         Hairdressers & beauty parlours             4          21.1              97.9         21.5
         Laundries and dry cleaners                 1           5.3             175.4          3.0
         Total                                     19         100.0                          100.0
        Source: NLP site visit (July 2007)
        * UK average relates to all town centres surveyed by Goad (November 2006)


        Other Town Centre Uses

12.10 In addition to Class A retail and service uses, Beaconsfield Old Town has a number
        of office buildings, a church, a medical centre, a gym and two hotels.




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        Strengths

12.11 Beaconsfield Old Town is a locally distinctive centre in that it provides a niche market
        with lots of antique shops and high quality interior design shops.      The centre is
        unusual in that it is set along four branches around a roundabout, is made up of
        attractive period buildings and has a pretty village green. Beaconsfield Old Town has
        a good range of convenience and comparison shops and services uses for a local
        centre and a popular Farmers’ Market which operates monthly. The Old Town
        complements the role of Beaconsfield New Town, providing many specialist
        independent shops, in particular focusing on antiques and interior design, as well as a
        large number of restaurants and pubs. There is a low vacancy rate compared to the
        national average, indicating that the centre is performing well.

12.12 Beaconsfield Old Town is an attractive village situated within a designated
        Conservation Area and containing many period buildings dating from the 17th and 18th
        Centuries. It has a pleasant environment, with attractive areas of public seating and a
        good provision of street furniture. There are three bus routes running through the
        centre, providing access to Beaconsfield New Town, Gerrards Cross, High Wycombe,
        Slough, Uxbridge and The Chalfonts.


        Weaknesses

12.13 Beaconsfield Old Town has a range of service uses. However there are no banks or
        building societies within the centre. Beaconsfield Old Town is situated at the junction
        of the A40 and the B474, and as such, there is a high volume of traffic flowing through
        the centre. Car parking provision is mainly on street, and there were a limited number
        of spaces available at the time of visit (mid week). Parking within the centre could be
        difficult at times. Whilst the environment was generally good there was some
        evidence of graffiti in the centre.


        Farnham Common Local Centre

12.14 Farnham Common Local Centre is located in the middle of South Bucks District to the
        south west of Gerrards Cross. It has a reasonable number of retail and service uses.
        The local centre is focused along Beaconsfield Road, stretching approximately from
        Beeches Road to Kingsway. The centre is linear, and consists mainly of independent
        shops, with the exception of a Tesco Express store and a Spar.



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12.15 The centre serves shoppers in its immediate catchment area and as such provides
        local facilities for local residents in Farnham Common and the surrounding area. The
        centre’s key roles include:

             convenience shopping – including a, butchers, newsagent, off licence, a spar
             store and a Tesco Express store. These facilities serve top-up food shopping
             trips for visitors rather than main food shopping;

             comparison shopping - independent shops selling a fairly narrow range of lower
             order comparison goods. There are no national multiple retailers;

             services – including estate agents, a betting shop, cafés, restaurants, dry
             cleaners and hairdressers/beauty parlours;

             entertainment – The Stag and Hounds, the Royal Oak and the Victoria public
             houses;

             community facilities – a church, a library and a dentist.

12.16 Farnham Common Local Centre has 35 ground floor retail/service units (excluding
        non-retail Class A uses). Table 12.4 sets out the mix of uses in the centre, compared
        with the national average.


        Table 12.4: Farnham Common Local Centre Use Class Mix by Unit

                                           Farnham Common                 Index           UK Average*
         Type of Unit                         Local Centre           (National=100)           (%)
                                            Units        %
          Comparison Retail                 13          39.4               84.9              46.4
          Convenience Retail                  5         15.2              166.5               9.1
          A1 Services                         7         21.2              265.2               8.0
          A2 Services                         3         9.1                85.0              10.7
          A3 and A5 (excl. pubs/bars)         4         12.1               87.2              13.9
          A4                                  3         N/A                N/A                N/A
          Miscellaneous                      n/a        n/a                n/a                1.4
          Vacant                              1         3.0                28.9              10.5
          Total                             36         100.0                                 100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


12.17 The centre has lower proportions of comparison retail uses, A2 service uses and A3
        and A5 uses when compared with the national average. The proportions of
        convenience retail uses and A1 service uses are higher than the national average.
        There are three pubs in the centre and one vacant unit; the vacancy rate (3.0%) is
        significantly lower than that of the national average (10.5%).

12.18 Farnham Common local centre has a small selection of comparison shops (12).
        Table 12.5 provides a breakdown of comparison shop uses by goods categories.
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12.19 Just over half of the comparison goods categories identified by GOAD are
        represented within the centre, however, those not represented include ‘clothing and
        footwear’, ‘booksellers, arts, crafts and stationers’, ‘electrical, gas, music and
        photography’, ‘cars, motorcycles and motor accessories’, and ‘variety, department,
        catalogue stores’ and jewellers.


        Table 12.5: Farnham Common Local Centre Breakdown of Comparison Units

         Type of Unit                                      Farnham             Index       UK Average*
                                                       Common Local          (National         (%)
                                                            Centre             =100)
                                                       Units       %
         Clothing and Footwear                           0        0.0           0.0            27.0
         Furniture, carpets and textiles                 5        38.5         432.2           8.9
         Booksellers, arts, crafts and stationers        0        0.0           0.0            9.5
         Electrical, gas, music and photography          0        0.0           0.0            10.3
         DIY, hardware & homewares                       2        15.4         244.2           6.3
         China, glass, gifts & fancy goods               1        7.7          202.4           3.8
         Cars, motorcycles & motor access.               0        0.0           0.0            2.9
         Chemists, drug stores & opticians               1        7.7           91.6           8.4
         Variety, department & catalogue                 0        0.0           0.0            2.1
         Florists, nurserymen & seedsmen                 1        7.7          349.7           2.2
         Toys, hobby, cycle & sport                      1        7.7          145.1           5.3
         Jewellers                                       0        0.0           0.0            5.1
         Other comparison retailers                      2        15.4         192.3           8.0
         Total                                          13       100.0                        100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


12.20 Farnham Common Local Centre has a reasonable range of service uses, with all
        categories represented as shown in Table 12.6. The centre has a relatively high
        proportion of estate agents and valuers, travel agents and laundries/dry cleaners
        compared with the national average. The proportions of restaurants, cafes and
        takeaways, banks and financial services, and hairdressers and beauty parlours are
        lower than the national average.


        Table 12.6: Farnham Common Local Centre Analysis of Selected Service Uses

           Type of Use                          Farnham Common             Index          UK Average*
                                                   Local Centre          (National            (%)
                                                 Units        %            =100)
         Restaurants, cafes & takeaways            4       30.8            72.1             42.7
         Banks/other financial services            1        7.7            48.4             15.9
         Estate agents and valuers                 3       23.1           200.7             11.5
         Travel agents                             1        7.7           142.6              5.4
         Hairdressers & beauty parlours            2       15.4            71.6             21.5
         Laundries and dry cleaners                2       15.4           513.3              3.0
         Total                                    13       100.0                            100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)
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        N.B. Analysis of Selected Service Uses does not include funeral directors.


12.21 There are no banks or building societies within the centre. In addition to Class A
        service uses Farnham Common local centre has a dental practice, a church and a
        library.


        Strengths

12.22 Farnham Common has a good range of convenience retailers along with Class A1
        service uses (hairdressers, beauty parlours and dry cleaners) for a centre of its size.
        There is only one vacant unit. The centre has a pleasant environment; the buildings,
        which are a mixture of ages, are of a good quality and are generally well maintained.
        The pavements are wide and even, and there is an ample provision of street furniture
        including bollards, bins and street lighting.


        Weaknesses

12.23 There are no particularly unusual features which distinguish Farnham Common from
        other local centres, and its provision of goods and services provides nothing unique.
        Farnham Common has a limited range of comparison retailers along with Class A2
        service uses and A3 and A5 uses (restaurants, cafes and takeaways), in particular,
        there are no banks/building societies in the centre. The centre is divided by a busy
        main road. However, there is a pedestrian crossing at either end of the centre.


        Denham Green

12.24 Denham Green is a small centre, which is implied to be a neighbourhood centre in the
        South Bucks Local Plan. It consists of two retail parades (Broadway East and Station
        Parade) separated by a busy road.

12.25 The London to Kidderminster railway line runs to the south of Station Parade,
        providing good rail links with High Wycombe, Seer Green, Beaconsfield, Gerrards
        Cross, London and Birmingham, and indirectly with Aylesbury.

12.26 The centre has a limited selection of shops and service uses. Its key roles include:

             local convenience shopping – including a butchers / greengrocers, off license and
             convenience store;

             limited comparison shopping – there are two kitchen shops, a hardware shop and
             a pharmacy; and
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             services – including a number of restaurants and hairdressers/beauty parlours;

12.27 The mix of retail and service units in Denham Green is set out in Table 12.7 below. It
        is clear from the table that Denham Green is a service-oriented centre; half of the 17
        units are in service use.

12.28 There is a vacant pub, located between the two parades which may provide an
        opportunity site for development.

        Table 12.7: Denham Green Use Class Mix by Unit

         Type of Unit                        Denham Green                 Index           UK Average*
                                             Units     %             (National=100)           (%)
          Comparison Retail                    4      23.5                 50.7              46.4
          Convenience Retail                   3      17.6                193.9               9.1
          A1 Services                          2      11.8                147.1                8
          A2 Services                          2      11.8                110.0              10.7
          A3 and A5 (excl. pubs/bars)          5      29.4                211.6              13.9
          A4                                   0       0.0                  n/a               n/a
          Miscellaneous                       n/a      n/a                  n/a               1.4
          Vacant                               1       5.9                 56.0              10.5
          Total                               17     100.0                100.0              100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


12.29 Denham Green has a very limited selection of comparison shops. With the exception
        of the pharmacy, these serve a specialist rather than local market.


        Table 12.8: Denham Green Breakdown of Comparison Units

         Type of Unit                                Denham Green               Index           UK
                                                     Units    %            (National=100)     Average*
                                                                                                (%)
         Clothing and Footwear                         0        0.0%              0.0            27
         Furniture, carpets and textiles               2       50.0%             561.8          8.9
         Booksellers, arts, crafts, stationers         0        0.0%              0.0           9.5
         Electrical, gas, music, photography           0        0.0%              0.0           10.3
         DIY, hardware & homewares                     1       25.0%             396.8          6.3
         China, glass, gifts & fancy goods             0        0.0%              0.0           3.8
         Cars, motorcycles & motor access.             0        0.0%              0.0           2.9
         Chemists, drug stores & opticians             1       25.0%             297.6          8.4
         Variety, department & catalogue               0        0.0%              0.0           2.1
         Florists, nurserymen & seedsmen               0        0.0%              0.0           2.2
         Toys, hobby, cycle & sport                    0        0.0%              0.0           5.3
         Jewellers                                     0        0.0%              0.0           5.1
         Other comparison retailers                    0        0.0%              0.0             8
         Total                                         4       100.0%                          100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)



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        Service Uses

12.30 Denham Green has a number of service uses, including five restaurants / cafés, two
        hairdressers / beauty parlours and an estate agent.


        Table 12.9: Denham Green Analysis of Selected Service Uses

           Type of Use                           Denham Green                Index       UK Average*
                                                 Units     %            (National=100)       (%)
         Restaurants, cafes & takeaways            5      62.5               146.4           42.7
         Banks/other financial services            0      0.0                  0.0           15.9
         Estate agents and valuers                 1      12.5               108.7           11.5
         Travel agents                             0      0.0                  0.0           5.4
         Hairdressers & beauty parlours            2      25.0               116.3           21.5
         Laundries and dry cleaners                0      0.0                  0.0           3.0
         Total                                     8     100.0                              100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)


        Strengths

12.31 Denham Green has an adequate provision of shops to serve local shopping needs,
        including a convenience store, butchers/greengrocers and a pharmacy. The provision
        of service uses, in particular the number of restaurants and cafés, is good for a
        neighbourhood centre. There is only one vacant unit (a vacant pub) within the centre,
        and the vacancy rate of 5.9% is below the national average. There is good public
        transport access to Denham Green by bus and train.


        Weaknesses

12.32 Denham Green is not a locally distinctive centre; there are no unusual features or
        shops located within the centre, and there is now no pub within this centre. The two
        parades of shops which make up Denham Green are separated by a busy road, and
        feel segregated from one another. However, there is an opportunity to better link the
        two parades through appropriate development of the vacant pub.

12.33 The general environment of the centre is mixed; there is poor paving in places,
        particularly along Broadway East, and some buildings suffer from a tired appearance.
        Parking provision along Broadway East is poor, with many cars parked along the
        pavement. However, it is understood that South Bucks District Council is working with
        Bucks County Council, Denham Parish Council, Denham Green Residents'
        Association and Paradigm Housing on a project to improve the paving and parking in
        the area.
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        Richings Park

12.34 Richings Park is a small centre located in the south-east of the South Bucks district
        within close proximity to the Slough Borough border, south of Iver and east of Slough
        Town Centre. The centre is focused around a crossroads (Wellesley Avenue running
        north to south and Bathurst walk running east to west) with two principal parades of
        shops and other units; one on the southern side of Bathurst walk to the west of the
        crossroads and the other on the eastern side of Wellesley Avenue to the north of the
        crossroads.

12.35 The centre has a small number of retail and service uses and serves local residents
        for low order comparison and top-up convenience goods. The centre’s key roles
        include:

             convenience shopping – including a newsagents/off licence and a Costcutter
             store. These facilities serve top-up food shopping trips for visitors rather than
             main food shopping;

             comparison shopping – including a gift shop, a pharmacy/off licence and a tyres
             and wheels shop. There are no national multiple retailers;

             services – including a hairdresser and a café.

12.36 Richings Park centre has 11 ground floor retail/service units (excluding non-retail
        Class A uses).       Table 12.10 sets out the mix of uses in Richings Park centre,
        compared with the national average.


        Table 12.10: Richings Park Use Class Mix by Unit

                                              Richings Park                Index          UK Average*
         Type of Unit
                                             Units        %           (National=100)          (%)
          Comparison Retail                   3          27.3               58.8              46.4
          Convenience Retail                  2          18.2              199.8               9.1
          A1 Services                         1          9.1               113.6               8.0
          A2 Services                         0          0.0                 0.0              10.7
          A3 and A5 (excl. pubs/bars)         1          9.1                65.4              13.9
          A4                                  0          n/a                 n/a              N/A
          Miscellaneous                       n/a        n/a                 n/a               1.4
          Vacant                              4          36.4              346.3              10.5
          Total                              11         100.0                                100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


12.37 Richings Park centre has a very limited selection of comparison shops (3), a
        breakdown of which into goods categories is provided in Table 12.11 below. Many of


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        comparison goods categories identified by GOAD are not represented within the
        centre.


        Table 12.11: Richings Park Breakdown of Comparison Units

                                                       Richings Park              Index         UK
         Type of Unit                                 Units      %           (National=100)   Average*
                                                                                                (%)
         Clothing and Footwear                            0        0.0             0.0          27.0
         Furniture, carpets and textiles                  0        0.0             0.0           8.9
         Booksellers, arts, crafts, stationers            0        0.0             0.0           9.5
         Electrical, gas, music. photography              0        0.0             0.0          10.3
         DIY, hardware & homewares                        0        0.0             0.0           6.3
         China, glass, gifts & fancy goods                1        33.3           877.2          3.8
         Cars, motorcycles & motor access.                1        33.3           1149.4         2.9
         Chemists, drug stores & opticians                1        33.3           396.8          8.4
         Variety, department & catalogue                  0        0.0             0.0           2.1
         Florists, nurserymen & seedsmen                  0        0.0             0.0           2.2
         Toys, hobby, cycle & sport                       0        0.0             0.0           5.3
         Jewellers                                        0        0.0             0.0           5.1
         Other comparison retailers                       0        0.0             0.0           8.0
         Total                                            3       100.0                        100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (July 2006)


12.38 Richings Park has only two service units; a café and a hairdresser, as shown in Table
        12.12.


        Table 12.12: Richings Park Analysis of Selected Service Uses

                                                    Richings Park                 Index          UK
           Type of Use                             Units        %            (National=100)   Average*
                                                                                                 (%)
         Restaurants, cafes & takeaways               1         50.0             117.1         42.7
         Banks/other financial services               0          0.0              0.0          15.9
         Estate agents and valuers                    0          0.0              0.0          11.5
         Travel agents                                0          0.0              0.0           5.4
         Hairdressers & beauty parlours               1         50.0             232.6         21.5
         Laundries and dry cleaners                   0          0.0              0.0           3.0
         Total                                        2         100.0                          100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)

        Strengths

12.39 Richings Park is a small, but pleasant centre; the buildings are well maintained
        attractive, period style buildings along both of the main parades of units. There is a
        good provision of street furniture with an ample supply of bins, street lights and public
        seating, there are also a number of well kept hanging baskets which enhance the
        attractiveness of the centre. There is free on-street parking for a period of two hours,


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        and Iver Train Station is located at the north of the centre on Wellesley Avenue,
        providing links to London Paddington to the east and Reading to the west.


        Weaknesses

12.40 Richings Park does not have any distinguishable features or shops which would
        enable it to be described as locally distinctive. Richings Park centre is made up of a
        small number of retail/service units and as such has a very narrow range of
        comparison and service units. There are four vacant units within the centre, one of
        which was a Library, which gives a vacancy rate of over three times the national
        average. There are no bus stops within the centre, and although there is a train
        station in the centre it does not provide links to the local area.


        Stoke Poges

12.41 Stoke Poges is implied to be a neighbourhood shopping area in the South Bucks
        Local Plan. The centre is currently undergoing a major redevelopment. The previous
        shopping centre, which has now been demolished, consisted of 12 retail units,
        including a 230 sq m net Budgens store. A number of the units were vacant for
        lengthy periods of time. During the redevelopment of the site, essential local shopping
        needs are being met by the provision of a small grocery, pharmacy and post office in
        temporary building.

12.42 Planning permission has been granted for the redevelopment of the previous centre
        to provide a mixed used development comprising retail units totalling 989 sq m,
        together with 42 residential units, a medical centre, a library and public open space. It
        is understood that the retail element of the proposals includes a large convenience
        unit and two additional smaller retail units. The brief requires that a post office and
        pharmacy are provided in these units.


        Taplow, The Bishop Centre

12.43 Taplow does not have a designated local centre in the South Bucks Local Plan
        (1999). However, the Bishop Centre is located within walking distance of Taplow
        train station. The Bishop centre does not function in the same way as traditional town
        or district centres and is relatively unique in terms of the facilities provided. The
        Bishop Centre is located in the south-west of the South Bucks district within close
        proximity to the Windsor and Maidenhead Borough border, south west of Burnham

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        and East of Maidenhead. The centre is a privately owned and run purpose built
        shopping outlet centre set in a rectangular shape with units in the centre and around
        the edge. The centre has a reasonably large number of comparison retail outlets, but
        has limited non-retail service uses, and in this respect the centre does not function as
        a local shopping centre. It serves local residents in Taplow and (south) Burnham as
        well as residents from both Maidenhead and Slough.                  The centre predominantly
        serves residents outside South Bucks District. The centre’s key roles are:


             comparison shopping – including a number of furniture and DIY/hardware and
             homewares shops, as well as a few clothes shops and other low order
             comparison shops;

             services – limited provision including a hairdresser and a restaurant.

12.44 There are no convenience shops at The Bishop Centre, although there is a large
        Sainsbury store within close proximity to the east;

12.45 The Bishop Centre has 32 ground floor retail/service units (excluding non-retail Class
        A uses). Table 12.13 sets out the mix of uses in the centre.


        Table 12.13: The Bishop Centre Use Class Mix by Unit

                                            The Bishop Centre              Index          UK Average*
         Type of Unit
                                             Units        %           (National=100)          (%)
          Comparison Retail                  25          78.1              168.4              46.4
          Convenience Retail                  0          0.0                 0.0               9.1
          A1 Services                         2          6.8                78.1               8.0
          A2 Services                         0          0.0                 0.0              10.7
          A3 and A5 (excl. pubs/bars)         1          3.1                22.5              13.9
          A4                                  0          n/a                 n/a              N/A
          Miscellaneous                       n/a        n/a                 n/a               1.4
          Vacant                              4          12.5              119.0              10.5
          Total                              32         100.0                                100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (November 2006)


12.46 The Bishop Centre has a very limited range of comparison shops, a breakdown of
        which into goods categories is provided in Table 12.14.            Many of comparison goods
        categories identified by GOAD are not represented within the centre and there is an
        over representation of furniture/carpets/textiles and DIY/hardware/homewares shops
        when compared to the national average, which is to be expected in an out-of-town
        retail park.




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        Table 12.14: The Bishop Centre Breakdown of Comparison Units

                                                        The Bishop                Index         UK
         Type of Unit                                     Centre             (National=100)   Average*
                                                      Units       %                             (%)
         Clothing and Footwear                          2        8.0                   29.6     27.0
         Furniture, carpets and textiles                8        32.0                 359.6      8.9
         Booksellers, arts, crafts, stationers          3        12.0                 126.3      9.5
         Electrical, gas, music. photography            1        4.0                   38.8     10.3
         DIY, hardware & homewares                      6        24.0                 381.0      6.3
         China, glass, gifts & fancy goods              1        4.0                  105.3      3.8
         Cars, motorcycles & motor access.              0        0.0                   0.0       2.9
         Chemists, drug stores & opticians              0        0.0                   0.0       8.4
         Variety, department & catalogue                0        0.0                   0.0       2.1
         Florists, nurserymen & seedsmen                0        0.0                   0.0       2.2
         Toys, hobby, cycle & sport                     1        4.0                   75.5      5.3
         Jewellers                                      0        0.0                   0.0       5.1
         Other comparison retailers                     3        12.0                 150.0      8.0
         Total                                         25       100.0                          100.0
        Sources: NLP Site Survey (July 2007)
        * UK average relates to all town centres surveyed by Goad Plans (July 2006)


12.47 The Bishop Centre has only two service units; a café and a hairdresser, as shown in
        Table 12.15.


        Table 12.15: The Bishop Centre Analysis of Selected Service Uses

           Type of Use                            The Bishop Centre               Index          UK
                                                   Units       %             (National=100)   Average*
                                                                                                 (%)
         Restaurants, cafes & takeaways               1         50.0             117.1         42.7
         Banks/other financial services               0          0.0              0.0          15.9
         Estate agents and valuers                    0          0.0              0.0          11.5
         Travel agents                                0          0.0              0.0           5.4
         Hairdressers & beauty parlours               1         50.0             232.6         21.5
         Laundries and dry cleaners                   0          0.0              0.0           3.0
         Total                                        2         100.0                          100.0
        Sources: NLP Site Survey (July 2007)
        *UK average relates to all town centres surveyed by Goad Plans (November 2006)

        Strengths

12.48 Although the Bishop Centre does not provide convenience shopping facilities or a
        good range of non-retail services, it is locally distinctive in that it provides a niche
        market of largely furniture, DIY and home furnishings shops. It is also unique in the
        local area, and the household survey results suggested the centre has an extensive
        catchment area.

12.49 The Bishop Centre is a compact purpose built retail outlet centre, with a pleasant
        environment and ample free parking. The buildings and the centre are generally well
        maintained and potted plants, a children’s play area and public seating provide
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        welcoming surroundings. The buildings are of a uniform residential-chalet style with
        pitched roofs. The centre is easily accessible by road as it is just off the A4, and
        provides specialist retail goods, comprising largely of furniture, furnishings and home
        accessories.


        Weaknesses

12.50 The Bishop Centre does not have any convenience provision and the range of
        comparison provision is limited with many categories of good not represented. The
        service provision is minimal with only a hairdresser and a café/restaurant. The
        household survey results suggest the centre has a relatively low market share of
        expenditure from the local area, and is predominantly a niche retail destination
        attracting occasional shopping trips from a wide area.

12.51 Although the paving is generally wide and even, it is uneven in place and disabled
        access is fairly poor as there are several sets of steps and a general lack of ramps.
        Access by public transport is poor; no buses run into the centre, although there are
        two bus stops fairly close on the A4 with regular services, and Taplow station may be
        reached indirectly.




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13.0    THE QUANTITATIVE CAPACITY FOR NEW RETAIL DEVELOPMENT


        Introduction

13.1    This section assesses the quantitative capacity for new retail floorspace in South
        Bucks and Chiltern local authority areas in the period from 2007 to 2026. It sets out
        the methodology adopted for this analysis and provides a quantitative capacity
        analysis in terms of levels of spending for convenience and comparison shopping. A
        qualitative assessment of the range and scale of existing shopping facilities has been
        undertaken, shown in Section 14.

13.2    All monetary values expressed in this analysis are at 2005 prices, consistent with
        Experian’s base year expenditure figures for 2005. Expenditure data for 2007 is not
        currently available and 2005 is the most up to date information.            A detailed
        methodology statement is provided in Appendix H.


        Retail Trends

13.3    Past retail trends indicate that expenditure has consistently grown in real terms in the
        past, generally following a cyclical growth trend. The underlying trend shows
        consistent growth and this trend is expected to continue in the future, particularly for
        comparison goods. In the past expenditure growth has fuelled the growth in retail
        floorspace, including major out-of-centre development particularly in the 1980’s and
        1990’s. Continuation of these past trends is likely to lead to a need for further retail
        floorspace.

13.4    New forms of retailing have emerged in recent years as an alternative to more
        traditional shopping facilities. Home/electronic shopping has also emerged with the
        increasing growth in the use of personal computers and the Internet. Trends within
        this sector may well have implications for retailing within Buckinghamshire.        The
        growth in home computing, Internet connections and interactive TV may lead to a
        growth in home shopping and may have effects on retailing in the high street.

13.5    On-line shopping has experienced rapid growth since the late 1990s but in
        proportional terms the latest available data suggests it remains an insignificant
        percentage of total retail expenditure.     Recent trends suggest continued strong
        growth in this sector.    However, there is still uncertainty about its longer-term
        prospects and the potential effects on the high street.
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13.6    In addition to new forms of retailing, retail operators have responded to changes in
        customers’ requirements. For example, extended opening hours and Sunday trading
        increased significantly in the 1990s. Retailers also responded to stricter planning
        controls by changing their trading formats. For example, some major food operators
        have introduced smaller store formats capable of being accommodated within town
        centres, such as the Tesco Metro, Sainsbury Central/Local store and Marks and
        Spencer’s Simply Foods formats.         Food operators have also entered the local
        convenience store market, for example Tesco Express store and convenience stores
        linked with petrol filling stations. The entrance of European discount food operators
        such as Aldi, Lidl and Netto has also been rapid during the last decade.

13.7    Food store operators have also commenced a programme of store extensions,
        particularly Tesco, Sainsbury and Asda. These operators, faced with limited growth
        in food expenditure, have attempted to increase the sale of non-food products within
        their food stores, including clothing and electrical goods.

13.8    Comparison retailers have also responded to recent market conditions. The bulky
        goods retail warehouse sector has rationalised and there have been a number of
        mergers. For example there are fewer DIY operators, following the acquisition of Do
        It All, Great Mills and Wickes by Focus DIY. B&Q and Homebase developed very
        large ‘category killer’ retail warehouses (some exceeding 10,000 sq m gross), but
        more recently have scaled down their stores. Other traditional high street retailers
        have sought large out-of-centre stores, for example Boots, TK Maxx and
        Poundstretcher. Matalan has also opened numerous discount clothing stores across
        the country. Sports clothing retail warehouses including JJB Sports and Decathlon
        have also expanded out-of-centre. These trends have already been evident across
        the Country.

13.9    Within town centres, some high street multiple comparison retailers have also
        changed their format. High street national multiples have increasingly sought larger
        modern shop units (over 200 sq m) with an increasing polarisation of activity into the
        larger regional and sub-regional centres. The continuation of these trends may also
        influence future operator requirements in South Bucks and Chiltern.

13.10 For example, factory outlet centres have been developed across the country as an
        alternative to fashion shops within town centres. These developments are usually
        large and can provide over 10,000 sq m of comparison retailing, focusing primarily on
        fashion items and clothing, offering designer clothing at discounted prices, for
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        example Bicester Outlet Centre. A number of large factory outlet developments have
        emerged across Great Britain and draw from a wide catchment area.


        Methodology and Data

13.11 The quantitative analysis is based on a study area defined for the main centres in
        both districts. The study area has been divided into eleven zones or sectors for more
        detailed analysis. The study area is shown in Plan 1 in Appendix A and is wider than
        the boundaries of the two Districts.      The extent of the study area is based on
        postcode area boundaries and the proximity of competing shopping destinations, i.e.
        shopping facilities within the study area are expected to attract a significant proportion
        of their trade from residents within the study area, although there will be an element
        of trade drawn from beyond the study area. The study area covers the two local
        authority areas and extends into other neighbouring authorities.

13.12 The level of available expenditure to support retailers is based on first establishing
        per capita levels of spending for the study area population. Experian’s local consumer
        expenditure estimates for comparison and convenience goods for each of the study
        area zones for the year 2005 have been obtained.

13.13 Experian’s latest national expenditure projections between 2005 and 2015 have been
        used to forecast expenditure within the study area.        Unlike previous expenditure
        growth rates provided by The Data Consultancy (formerly URPI), which were based
        on past trends, Experian’s projections are based on an econometric model of
        disaggregated consumer spending. This model takes a number of macro-economic
        forecasts (chiefly consumer spending, incomes and inflation) and uses them to
        produce forecasts of disaggregated consumer spending volumes, prices and value.
        The model incorporates assumptions about income and price elasticities.

13.14 Experian provides recommended growth rates for the period 2005 to 2010, and 2005
        to 2015. The recommended growth rates for the period 2005 and 2010 are 0.5% per
        annum for convenience goods and 4.3% per annum for comparison goods. These
        growth rates have been used in this study to forecast expenditure per capita up to
        2010.     Adjusted growth rates (0.9% and 3.3% per annum for convenience and
        comparison goods respectively) have been adopted to project expenditure between
        2010 and 2015, consistent with Experian’s overall growth forecasts for 2005 to 2015.
        Growth in expenditure beyond 2015, i.e. up to 2026, is based on 0.7% and 3.8% per


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        annum for convenience and comparison goods respectively, in line with Experian’s
        growth forecast for 2005 to 2015.

13.15 To assess the capacity for new retail floorspace, penetration rates are estimated for
        shopping facilities within the study area. The assessment of penetration rates are
        based on a range of factors including:

         o   information from household surveys;

         o   the level and quality of retail facilities; and

         o   the relative distance between shopping centres and study area zones.


13.16 The total turnover of shops within the study area is estimated based on expected
        penetration rates and the expected level of expenditure inflow.       These turnover
        estimates are converted into average turnover to sales floorspace densities.
        Turnover densities are compared with company average turnover to sales floorspace
        densities and benchmark turnover levels in order to identify potential surplus capacity
        or deficit.


        Population and Spending

13.17 The study area population for 2001 to 2026 is set out in Table 1B in Appendix B,
        based on the 2001 Census and County Council and ONS projections up to 2026.
        Population within the study area is expected to remain relatively stable between 2001
        and 2026. Table 2B in the Appendix B sets out the forecast growth in spending per
        head for convenience goods within each zone in the study area.            Comparison
        forecasts of per capita spending are shown in Table 1C.

13.18 The levels of available spending are derived by combining the population in Table 1B
        and per capita spending figures in Tables 2B and 1C. For both comparison and
        convenience spending, a reduction has been made for special forms of trading such
        as mail order, e-tail (non-retail businesses) and vending machines.

13.19 Special Forms of Trading (SFT) and non-store activity is included within Experian’s
        goods based expenditure estimates. “Special forms of trading” includes other forms of
        retail expenditure not spent in shops e.g. mail order sales, some internet sales,
        vending machines, party plan selling, market stalls and door to door selling. SFT
        needs to be excluded from retail assessments because it relates to expenditure not


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        spent in shops and does not have a direct relationship to the demand for retail
        floorspace.

13.20 The growth in home computing, Internet connections and interactive TV may lead to a
        growth in home shopping and may have effects on retailing in the high street.
        Experian has attempted to provide projections for special forms of trading and E-
        tailing (Retail Planner Briefing Note 2.3D – December 2005).

13.21 This latest Experian information (2005 figure) suggests that non-store retail sales is:

             2.9% of convenience goods expenditure; and

             6.3% of comparison goods expenditure.


13.22 For convenience expenditure 2.1% of the 2.9% is estimated to be E-tailing, and the
        rest (0.8%) is other forms of SFT e.g. mail order.    E-tailing in 2004 can be broken
        down into E-tailing through retail businesses (e.g. Tesco and Sainsbury) at 1.1% and
        non-retail businesses (0.5%). Therefore the E-tailing split for retail and non-retail
        businesses is approximately 70:30.

13.23 For comparison expenditure in 2005, 4% of the 6.3% is estimated to be E-tailing, and
        the rest 2.3% is other forms of SFT e.g. mail order.           E-tailing through retail
        businesses (e.g. Next and Argos) is 1.3% and for non-retail businesses 1.8% (e.g.
        Amazon) in 2004. Therefore the E-tailing split for retail and non-retail businesses is
        approximately 40:60.

13.24 Experian provide projections for E-tailing and other SFT. These projections have
        been used to exclude expenditure attributed to e-tailing through non-retail
        businesses, which will not directly impact on the demand for retail floorspace.
        Experian estimate that SFT (including non-retail e-tailing) was 1.6% and 5.4% of total
        convenience and comparison goods expenditure respectively. The mid-point of the
        range of projections provided by Experian suggests that these percentages could
        increase to 2.3% and 7.8% by 2011 respectively. Therefore the amount of e-tail
        expenditure through non-retail businesses is expected to increase significantly in
        proportional terms, but as a proportion of total expenditure this sector is expected to
        remain relatively insignificant for the foreseeable future. NLP estimate that SFT is
        1.8% and 6.0% of total convenience and comparison goods expenditure respectively
        in 2006, rising to 2.3% for convenience goods expenditure and 7.8% for comparison
        goods expenditure in 2011 and beyond.
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13.25 The levels of available spending are derived by combining the population in Table 1B
        and per capita spending figures in Tables 2B and 1C (See Appendix A, B and C). For
        both comparison and convenience spending, a reduction has been made for special
        forms of trading such as mail order and vending machines.

13.26 As a consequence of growth in per capita spending, convenience goods spending
        within the study area is forecast to increase by 13.5% from £439.53 million in 2007 to
        £498.85 million in 2026, as shown in Table 3B.

13.27 Comparison goods spending is forecast to increase by 95% from £899.52 million in
        2007 to £1,756.72 million in 2026, as shown in Table 2C. These figures relate to real
        growth and exclude inflation.


        Existing Retail Floorspace

13.28 Existing convenience goods retail sales floorspace within Chiltern local authority area
        is 14,304 sq m net, as set out in Table 1A, Appendix A. There is 12,782 sq m net
        within South Bucks, as shown in Table 2A.

13.29 Comparison goods retail floorspace within Chiltern local authority area is 24,319 sq m
        net, as set out in Table 3A Appendix A. There is 18,940 sq net within South Bucks,
        see Table 4A.

13.30 The two authorities have similar amounts of retail sales floorspace, both in terms of
        comparison and convenience sales floorspace.


        Existing Spending Patterns 2007

13.31 The results of the household shopper questionnaire survey undertaken by NEMS in
        July 2007 have been used to estimate existing shopping patterns within the study
        area for both comparison and convenience shopping. The estimates of market share
        or penetration within each study area zone for convenience shopping are shown in
        Table 4B, Appendix B. The estimates of market shares for comparison shopping
        area shown in Table 3C in Appendix C. The market share/penetration rate is the
        proportional amount of expenditure attracted to stores from each residential zone,
        derived from the household survey results. The proportion of each store/centre’s
        trade from beyond the study area (expenditure inflow) is shown in the last column of
        Tables 4B and 3C. This inflow figure is an estimate based on the likely catchment


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        area of the store/centre, its proximity to the study area boundary and competing
        stores/centres outside the study area.

13.32 The indicative primary catchment areas of the five main district centres are shown on
        Plan 2 in Appendix A, which have been defined based on the household shopper
        survey results. This plan demonstrates that the catchment areas of the main centres
        over-lap.      Some of the centres do not attract all of their trade from the primary
        catchment area shown on Plan 2, but the majority (about 70% or more) of their trade
        is likely to be derived from the primary catchment area.   The priority for each centre
        should be to serve residents living within their respective catchment area.


        Convenience Shopping

13.33 The level of convenience goods expenditure attracted to shops/stores in both local
        authority areas in 2007 is estimated to be £138.57 million for Chiltern and £118.86
        million for South Bucks, as shown in Table 5B, Appendix B.

13.34 Chiltern local authority area’s share of convenience expenditure within the study area
        as a whole is estimated to be about 30%, and South Bucks share is around 25%.
        Therefore, around 45% of convenience goods expenditure is estimated to be spent
        elsewhere. The cross flows of convenience expenditure between the two Districts is
        relatively insignificant e.g. destinations within Chiltern attract less than 5% of their
        turnover from South Bucks District and most of this cross flow expenditure is
        attributed to the Tesco superstore at Amersham. Conversely destinations in South
        Bucks attract less than 8% of their turnover from Chiltern District, and most of this is
        attributed to the Sainsbury and Waitrose stores in Beaconsfield.         These figures
        suggest the two Districts are relatively self-sufficient in terms of convenience
        shopping.

13.35 In Chiltern District the level of expenditure retention is high within the core zones
        (Zones 1 and 2 with 83% and 85% respectively). Based on our experience of across
        the country this level of expenditure retention is reasonable high. Zone 10 only falls
        partly within Chiltern District and expenditure in this zone is predominantly shared
        between Chiltern and Wycombe District. Zone 9 is located predominantly outside
        Chiltern District and one would expected the District’s market share of expenditure to
        be low (18%). Zone 4 is located within both Chiltern and South Bucks Districts (the
        Chalfont’s and Gerrards Cross areas).        Together the two Districts retain a high
        proportion of expenditure in zone 4 (88%).
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13.36 In South Bucks District the level of expenditure retention is also relatively high within
        the Beaconsfield zone (Zones 3 within 76% retained), with Chiltern District attracting
        a further 10%. The level of expenditure retained in the southern part of South Bucks
        District is relatively low (Zone 5, 6 and 7). However, this is due to the proximity of
        large food stores within Slough.   One would expect the level of expenditure retained
        in the District to be much lower in this area, because the southern parts of the District
        fall within the catchment area of large food stores in Slough. The majority of the
        population in Zones 5, 6 and 7 has better access to food stores in Slough, when
        compared with stores in Beaconsfield or Gerrards Cross.

13.37 Company average turnover to sales floorspace densities are available for major food
        store operators. Company average sales densities (adjusted to exclude petrol and
        comparison sales and include VAT) have been applied to the sales area of the large
        food stores listed in Table 1A, Appendix A, and a benchmark turnover for each store
        has been calculated. This benchmark turnover is not necessarily the actual turnover
        of the food store, but it does provide a helpful benchmark for assessing existing
        shopping patterns and the adequacy of current floorspace in quantitative terms.
        Estimates for comparison sales floorspace within large food stores has been
        deducted from the figures in Table 1A, for consistency with the use of goods based
        expenditure figures.

13.38 Average sales densities are not widely available for small convenience shops,
        particularly independent retailers. We have assumed an average sales density for
        small convenience shops of £4,000 per sq m net. The total benchmark turnover of
        existing convenience sales floorspace within Chiltern District is £116.17 million, as
        shown in Table 1A in Appendix A. The figure for South Bucks is £96.74 million, see
        Table 2A.

13.39 The assessment of shopping patterns in 2007 suggests convenience goods
        expenditure attracted to Chiltern District in 2007 is £138.57 million, which suggests
        that convenience sales floorspace is collectively trading about 19% above the
        benchmark turnover, +£22.40 million, as shown in Table 11B Appendix B.              The
        trading performance of the main large food stores in Chiltern District, compared with
        the company average sales density, is as follows:

             Tesco, Amersham          +41%;
             Waitrose, Chesham        +52%;
             Sainsbury, Chesham       +33%.

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13.40 These figures suggest the three main food stores in the District are currently over-
        trading, and are achieving average sales densities significantly in excess of the
        respective company averages. Other smaller stores and convenience shops in the
        District do not appear to be over-trading.

13.41 Convenience goods expenditure attracted to South Bucks District in 2007 is £118.86
        million, which suggests that convenience sales floorspace is collectively trading about
        23% above the benchmark turnover, +£22.11 million, also shown in Table 11B
        Appendix B. The trading performance of the main large food stores in South Bucks
        District, compared with the company average sales density, is as follows:

             Sainsbury, Beaconsfield +42%;
             Waitrose, Beaconsfield +64%;
             Sainsbury, near Taplow +44%.

13.42 Again these figures suggest the three main food stores in the District are currently
        over-trading, and are achieving average sales densities significantly in excess of the
        respective company averages. Other smaller stores and convenience shops in the
        District do not appear to be over-trading.


        Comparison Shopping

13.43 The estimated comparison goods expenditure currently attracted by shopping
        facilities within Chiltern District is £99.60 million in 2007, as shown in Table 3C
        Appendix C. Chiltern’s share of comparison expenditure within the study area is
        estimated to be about 9.6%. South Bucks attracts £77.08 million of comparison
        expenditure at 2007, and attracts about 7% of total study area expenditure.
        Therefore about 83.4% of comparison expenditure is spent elsewhere, e.g. in High
        Wycombe, Slough, Watford, Windsor, Uxbridge, Hemel Hempstead and Aylesbury.

13.44 The cross flows of comparison expenditure between the two Districts is insignificant
        e.g. destinations within Chiltern attract about 5% of their turnover from South Bucks
        District and most of this cross flow expenditure is attributed to Amersham.
        Conversely destinations in South Bucks attract about 10% of their turnover from
        Chiltern District, and most of this is attributed to Beaconsfield.

13.45 Expenditure outflow from the study area is relatively high across all zones, ranging
        from 83% to 96% in the more peripheral zones (zones 5 to 11).         The retention of
        comparison expenditure is highest within the core area zones (zones 1 to 4), but the
        level of expenditure retention still only ranges from 30% to 32%.
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13.46 All the study area zones fall within the catchment areas of larger sub-regional
        shopping centres, which attract a significant level of comparison trade from the two
        Districts, i.e. Hemel Hempstead, High Wycombe, Maidenhead, Slough, Uxbridge and
        Watford. One would expect smaller towns within the two Districts to retain a relatively
        low proportion of comparison expenditure.

13.47 Company average sales densities are only available for a limited selection of multiple
        retailers. Available information indicates that sales densities amongst comparison
        retailers vary significantly.   Based on our recent experience across the country
        average sales densities for comparison floorspace within town centres can range
        from £3,000 to over £7,000 per sq m net. The higher end of this range is usually only
        achieved by very successful regional shopping centres, which reflects the higher
        proportion of quality multiple retailers. The appropriate average for a centre is also
        affected by the amount of primary and secondary floorspace and the balance
        between multiple retailers and small independent traders.          For the main district
        centres in the two authorities we have adopted an average sales density of £4,000
        per sq m net for comparison sales floorspace. An average of £3,500 per sq m net is
        adopted for other local centres.

13.48 The benchmark turnover of comparison sales floorspace in Chiltern and South Bucks
        is £98.29 million and £85.99 million respectively, as shown in Tables 3A and 4A in
        Appendix A.

13.49 The assessment of shopping patterns in 2007 suggests comparison goods
        expenditure attracted to Chiltern District is £99.60 million, whilst £83.94 million is
        attracted to South Bucks District. Facilities within both Chiltern and South Bucks
        Districts appear to be trading around our adopted benchmark turnovers, which
        suggests the average turnover densities we have adopted (£3,500 to £4,000 per sq m
        net) are generally being achieved across the two District. Overall comparison retail
        sales floorspace within the two local authority areas appears to be trading
        satisfactorily, and there is no evidence of significant under or over-trading.


        The Potential Impact of the Growth in Home Shopping

13.50 Home/electronic shopping has also emerged with the increasing growth in the use of
        personal computers and the Internet.        Trends within this sector may well have
        implications for retailing within the two local authority areas. Therefore, it will be
        necessary to carefully monitor the growth within this sector particularly in the long
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        term and the effect that it may have on diverting expenditure that might otherwise be
        spent in shops.

13.51 In broad terms, home/electronic shopping from non-retail businesses is classified by
        Experian as “special forms of trading”, as mentioned previously, this includes other
        forms of retail expenditure not spent in shops e.g. mail order. Special forms of trading
        have been excluded from the quantitative capacity analysis within this study because
        this expenditure does not affect the need for retail floorspace. The growth in home
        computing, Internet connections and interactive TV may lead to a growth in home
        shopping and may have effects on retailing in the high street.     This study makes an
        allowance for future growth in e-tailing based on Experian projections.        It will be
        necessary to monitor the amount of sales attributed to home shopping in the future in
        order to review future policies and development allocations.

13.52 On-line shopping has experienced rapid growth since the late 1990s but in
        proportional terms the latest available data suggests it remains an insignificant
        percentage of total retail expenditure.     Recent trends suggest continued strong
        growth in this sector.    However, there is still uncertainty about its longer-term
        prospects. Verdict Research suggests that online retail sales could account for about
        6.8% of total retail sales by 2010, which is consistent with Experian’s projections.
        However, if this growth is achieved it may (to a large extent) be at the expense of
        other forms of home shopping such as catalogue and mail order shopping.                In
        addition the implications on the demand for retail space are unclear. For example,
        some retailers operate on-line sales from their traditional retail premises e.g. food
        store operators. Therefore, growth in on-line sales may not always mean there is a
        reduction in the need for retail floorspace. Given the uncertainties relating to internet
        shopping and the likelihood that it will increase in proportional terms, this assessment
        has adopted relatively cautious growth projections for retail expenditure.


        Quantitative Capacity for Additional Convenience Floorspace

13.53 The level of available convenience goods expenditure in 2011, 2016, 2021 and 2026
        is shown at Tables 7B to 10B in Appendix B. The total level of convenience goods
        expenditure available for shops in both local authority areas between 2007 and 2026
        is summarised in Table 11B.       This table takes into account the population and
        expenditure projections shown in Table 1B to 3B in Appendix B. The benchmark
        turnover of existing convenience floorspace has been subtracted from the estimates

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        of available expenditure to provide surplus expenditure estimates, as shown at the
        bottom of Table 11B Appendix B.


        Options Considered

13.54 A number of options have been considered to project the need for convenience sales
        floorspace, in relation to the proportional level of convenience expenditure attracted to
        facilities in both Districts, i.e. market share.    The strategy has considered three
        scenarios, as follows:

             maintenance of existing market shares (based on the 2007 household survey);

             a reduction in existing market shares (i.e. greater outflow to competing centres);
             and

             an increase in existing market shares (i.e. greater expenditure retention).

13.55 The second option (greater outflow) may have sustainability disbenefits in terms of
        longer trips and car travel, and in our view is inappropriate for convenience shopping.
        Given that the level of convenience expenditure retention is relatively high in most of
        the main towns in the two Districts, we believe it would be unrealistic and
        unnecessary to assume an increase in market share. Conversely there is no reason
        to assume that these towns will lose market share to competing centres.            There is
        potential for Gerrards Cross to increase its market share if main and bulk food
        shopping provision can be improved, which will have sustainability benefits.

13.56 The future expenditure projections are based on the existing 2007 market shares
        derived from the household survey results, adjusted to take into account proposed
        commitments, i.e. Tesco at Gerrards Cross and the new local centre at Stoke Poges.
        The adjusted market shares are shown in Table 6b Appendix B.              The proposed
        Tesco food store at Gerrards Cross is expected to divert trade from other centres,
        and will reduce surplus expenditure available within the centres e.g. Amersham,
        Chalfont St. Peter and Beaconsfield.

13.57 The estimates of surplus expenditure in Table 11B are converted into floorspace
        projections in Table 12B, Appendix B. These floorspace projections relate only to
        convenience sales floorspace and exclude any comparison sales within food stores.
        Table 12B assumes different benchmark turnover densities for the main district
        centres (£8,500 per sq m net) and assume most of the surplus expenditure will
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        support large food store development. Within other local and neighbourhood centres
        a sales density of £4,500 per sq m net is adopted. These sales density figures are
        based on the existing benchmark sales densities shown in Table 1A and 2A. The
        projections assume that a mix of different types of floorspace would be provided i.e.
        large food superstores, smaller supermarkets and small shops.

13.58 The projections assume that existing convenience floorspace will increase its turnover
        in real terms in the future, an increase of 0.3% per annum. PPS6 indicates that retail
        studies should assess the potential for existing floorspace to increase its productivity
        in the future.

13.59 Historically, limited or no growth in turnover density has been assumed by most retail
        planners for convenience floorspace. However, recent information published by
        Experian recommends a growth rate of 0.75% per annum for convenience
        businesses.         This growth rate is a combined figure for both food and non-food
        floorspace within food stores. Experian’s recommended growth rate for comparison
        floorspace (non-food) is much higher than for convenience floorspace, i.e. between
        2% to 2.5%. If Experian’s higher growth rate for comparison floorspace (2% to 2.5%)
        is adopted for comparison floorspace within food stores then it follows that the
        appropriate growth rate for convenience sales floorspace only will be much lower than
        0.75%.     On this basis, we believe that a growth rate of 0.3% is appropriate for
        convenience sales floorspace only.

13.60 The floorspace projections in Table 12B suggest that existing commitments (in
        particular Tesco Gerrards Cross) will reduce surplus convenience goods expenditure
        in both Districts.

13.61 By 2011, estimated convenience expenditure is projected to exceed the benchmark
        turnover in Chiltern by £12.76 million, a reduction from £22.40 million in 2007, see
        Table 11B in Appendix B. In South Bucks surplus expenditure will be £13.87 million
        in 2011, down from £22.11 million in 2007.        The proposed Tesco commitment in
        Gerrards Cross is expected to reduce the levels of over-trading in large existing food
        stores, in particular Tesco in Amersham and Sainsbury and Waitrose in Beaconsfield.

13.62 By 2016, estimated convenience expenditure is projected to exceed the benchmark
        turnover in Chiltern by £16.07 million. In South Bucks surplus expenditure will be
        £17.07 million. These surplus expenditure figures indicate that further food store
        development could be supported in both Districts, over and above the proposed
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        Tesco commitment in Gerrards Cross, particularly to relieve continued over-trading in
        large food stores in Chesham and Beaconsfield. The floorspace projections in Table
        12B Appendix B, suggest that about 1,300 sq m net (1,900 sq m gross) could be
        accommodated in Chesham and about 1,200 sq m net (1,700 sq m gross) could be
        accommodated in Beaconsfield.

13.63 The Sainsbury store near Taplow is expected to continue to trade above its company
        average turnover in the future, and will not be affected by the proposed Tesco store in
        Gerrards Cross to the same extent as food stores in Beaconsfield and Amersham,
        because this store serves a different catchment area. The Sainsbury store near
        Taplow predominantly serves residents within Zone 6 of the study area. The amount
        of trade from other study area zones (i.e. the rest of South Bucks and Chiltern) is
        minimal. Zone 6 includes the rural area in the south west corner of South Bucks
        District, including Taplow village and Burnham.     However, most of the population in
        Zone 6 is located in the Slough local authority area, and a high proportion of the
        Sainsbury store’s trade comes from residents within Slough. The floorspace
        projections in Table 12B attribute 1,059 sq m net (1,513 sq m gross) to this Sainsbury
        store.    However, this projection cannot be viewed in isolation from the wider need for
        food store development in Slough.       The provision of additional floorspace at the
        Sainsbury store near Taplow may not be the most sequentially appropriate location to
        meet the needs of residents in Zone 6. Alternative locations within Burnham and
        Slough would need to be considered and the wider need for food store development
        in the Slough catchment area would need to be accessed.

13.64 The floorspace projections for Sainsbury near Taplow cannot be transferred to
        Beaconsfield or Gerrards Cross, because the catchment areas are different.
        However, improved food store provision in Burnham could meet some of this
        quantitative capacity.


        Implications of Food Store Development Proposals.

13.65 The implementation of the Tesco commitment in Gerrards Cross has been the subject
        of some uncertainty. If this store is not implemented then the convenience floorspace
        projections for both Chiltern and South Bucks will increase significantly (based on
        current market shares), as follows:

                 Chiltern              - about 1,900 to 2,800 sq m net by 2011;
                 South Bucks           - 1,700 to 2,200 sq m net by 2011.

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13.66 Waitrose is also proposing a food store (about 1,300 sq m net) within Gerrards Cross
        District Centre. In addition, Tesco is expected to open Express stores in Amersham
        on the Hill and Little Chalfont. If these three stores are implemented, along with the
        Tesco store in Gerrards Cross then the convenience floorspace projections for
        Chiltern and South Bucks will decrease as follows:

                 Chiltern                 - about 1,900 to 700 sq m net by 2011;
                 South Bucks              - 1,700 to 0 sq m net by 2011.

13.67 The food store development strategies for both Districts will need to be flexible and
        will need to respond to these uncertainties.


        Quantitative Capacity for Additional Comparison Floorspace

13.68 The assessment of existing shopping patterns in 2007 indicates that there is a high
        level of comparison expenditure leakage from across the study area, and in both
        districts one would expect comparison expenditure outflow to continue to large
        centres including High Wycombe, Watford and Slough.


        Options Considered

13.69 A number of options have been considered to project the need for comparison sales
        floorspace, in relation to the proportional level of comparison expenditure attracted to
        facilities in both Districts, i.e. market share.     The strategy has considered three
        scenarios, as follows:

             maintenance of existing market shares (based on the 2007 household survey);

             a reduction in existing market shares (i.e. greater outflow to competing centres);
             and

             an increase in existing market shares (i.e. greater expenditure retention).

13.70 Again the second option (greater outflow) may have sustainability disbenefits in terms
        of longer trips and car travel.     However, higher order comparison shopping trips are
        made on a much more infrequent basis than convenience shopping trips.
        Furthermore, it is unlikely that centres within the town Districts will be capable of
        providing the necessary critical mass of comparison shopping in order to significantly
        change comparison shopping patterns. Major retail development in High Wycombe,
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        Aylesbury, Slough and Watford and other centres surrounding the study area will
        change existing shopping patterns, and in our view will increase comparison
        expenditure leakage.       For example, The Eden development in High Wycombe is
        expected to increase High Wycombe’s market share, particularly within the west side
        of the study area (zones 1, 2, 3, 6, 10 and 11). The Hale Leys development in
        Aylesbury and proposals at Charter Place in Watford will draw trade from the study
        area. Development in these larger centres will limit the ability of shopping facilities in
        Chiltern and South Bucks local authority areas to increase their market share of
        expenditure. We believe the most realistic strategy for South Bucks and Chiltern will
        be to minimise any proportional increase in comparison expenditure outflow from the
        District.

13.71 The future expenditure projections are based on the existing 2007 market shares
        derived from the household survey results, adjusted to take into account the Eden
        development in High Wycombe. The adjusted market shares are shown in Table 4C
        Appendix C.         The Eden development is expected to divert trade primarily from
        Beaconsfield and Amersham.

13.72 We have projected the level of comparison goods expenditure available to shops in
        Chiltern and South Bucks local authority areas at 2011, 2016, 2021 and 2026 as
        shown in Tables 4C to 7C in Appendix C, based on the adjusted post Eden market
        penetration rates.

13.73 The growth in comparison goods expenditure available for shops in both District
        between 2007 and 2026 is summarised in Table 8C, in Appendix C. Future available
        expenditure is compared with the turnover of existing retail facilities and commitments
        in order to provide estimates of surplus expenditure, at the bottom of Table 8C. This
        table takes into account the population and expenditure projections shown in Table
        1B, 1C and 3C in Appendix B and C.

13.74 Surplus expenditure projections in Table 8C are converted into new comparison
        goods floorspace requirements in Table 9C Appendix C.

13.75 Tables 8C and 9C assumes that the benchmark turnover of existing and new
        comparison floorspace within the two Districts will increase in real terms in the future,
        an increase of 1.5% per annum. Historically a growth rate of between 1% to 1.5% per
        annum has been widely adopted by retail planners. Trends indicate that comparison
        retailers historically will achieve some growth in trading efficiency. This is a function
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        of spending growing at faster rates than new floorspace provision and retailers’ ability
        to absorb real increases in their costs by increasing their turnover to floorspace ratio.
        Allowing for this growth to be absorbed by existing retailers represents a cautious
        approach to forecasting future needs, and this allowance may help existing centres
        maintain their vitality and viability in the future. It effectively allows for existing retail
        outlets to increase their turnover to help them to compete with new provision. Recent
        information provided by Experian recommends a slightly higher growth rate of
        between 2% to 2.5%.       However, we believe this recommended range of rates is too
        high, primarily for the following reasons:

             Experian’s growth rate is based on past trends during the period 1986 to 1999.
             During this period comparison expenditure grew rapidly (5.8% per annum). The
             forecast rate of growth in comparison expenditure adopted in this study is much
             lower (about 3.8%). Growth in turnover efficiencies and expenditure growth are
             inextricably linked, therefore it is unlikely that the Experian recommended growth
             in turnover efficiencies (2% and 2.5%) will be experienced if future growth in
             expenditure is only 3.8% per annum.

             an element of the past growth in turnover efficiency between 1986 and 1999 will
             have related to a qualitative improvement in the overall stock of retail floorspace,
             i.e. the development of modern shopping centres and out-of-centre stores. As a
             result it would be wrong to assume that existing retail floorspace in the two
             Districts can increase its turnover efficiency at the same rate as suggested by
             national figures.

             Experian’s growth rate is based on gross floorspace rather than net sales.
             Therefore, an element of the past growth in turnover density will relate to
             improvements in net to gross ratios e.g. reductions in storage. It does not follow
             that improvements to net to gross ratio will continue at the same rate in the future.

13.76 Furthermore existing comparison sales floorspace in both Districts appears to be
        trading satisfactorily. For these reasons we have adopted a turnover efficiency of
        1.5% per annum, slightly lower than the range recommended by Experian, and
        consistent with the top end of the range historically adopted by retail planners.

13.77 By 2011, estimated comparison expenditure is projected to exceed the benchmark
        turnover in Chiltern by £6.17 million, as shown in Table 8C in Appendix C. In South
        Bucks surplus expenditure will be £2.28 million in 2011.               Major development
        proposals in competing centres, in particular the Eden development in High
        Wycombe, are expected to reduce the levels of comparison expenditure retained in
        both Districts.

13.78 By 2016, estimated comparison expenditure is projected to exceed the benchmark
        turnover in Chiltern by £13.96 million. In South Bucks surplus expenditure will be
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        £8.89 million. These surplus expenditure figures indicate that further comparison
        floorspace development can be supported in both Districts. The floorspace
        projections in Table 9C Appendix C, suggest that about 3,100 sq m net (4,400 sq m
        gross) could be accommodated in Chiltern District and about 1,900 sq m net (2,800
        sq m gross) could be accommodated in South Bucks.

13.79 The floorspace projections for South Bucks include about 600 sq m net (900 sq m
        gross) attributed to the Bishop Centre near Taplow. We understand there are
        emerging proposals to redevelop and expand the Bishop Centre. The household
        survey results suggest the Bishop Centre currently has a unique role. It has a very
        wide catchment area and the market share of comparison expenditure attracted to the
        centre from each study area zones is relatively low, ranging from only 0% to 3%.
        The household survey results suggest this shopping destination attracts occasional
        shopping trips from a wide area.   We believe a significant proportion (perhaps 50%
        or more) of the Bishop Centre’s trade is from residents in Maidenhead and Slough.
        The floorspace projections for the Bishop Centre in Table 9C cannot be viewed in
        isolation from the wider need for comparison floorspace development in Slough and
        Maidenhead. The provision of additional floorspace at the Bishop Centre may not be
        the most sequentially appropriate location to meet the needs of residents in Slough
        and Maidenhead.     Alternative locations within Burnham, Maidenhead and Slough
        would need to be considered and the wider need for comparison development in the
        Maidenhead and Slough catchment areas would need to be carefully assessed. This
        study has not considered the need for development or potential sequential sites in
        Maidenhead or Slough.

13.80 The floorspace projections for the Bishop Centre cannot be transferred to Burnham,
        Beaconsfield or Gerrards Cross, because the catchment areas are different.


        Implications of Comparison Development Proposals

13.81 The comparison floorspace projections above assume the Tesco commitment in
        Gerrards Cross will be implemented and will include an element of comparison sales
        floorspace. If this store is not implemented then the floorspace projections for
        Gerrards Cross shown in Table 9C Appendix will be marginally higher. Conversely, if
        both the Tesco and Waitrose stores are implemented (with a combined comparison
        goods turnover of about £3 million) then the comparison projections for Gerrards
        Cross would be lower.

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13.82 If proposals to redevelop the Bishop Centre are implemented than the floorspace
        projections attributed to the Bishop Centre in Table 9C may be absorbed. Depending
        on the nature of development proposed at the Bishop Centre. The proposal could
        also eat into the floorspace projections for other local and neighbourhood centres in
        South Bucks, because some trade could be diverted from Burnham and to a lesser
        extent Farnham Common. However, development at the Bishop Centre is unlikely to
        significantly change floorspace projections for either Beaconsfield or Gerrards Cross.

13.83 There are also proposals to redevelop the Berkshire Garden Centre on the south east
        boundary of South Bucks on the outskirts of Langley in Slough. A DIY store with a
        garden centre is proposed, to replace the existing garden centre. The amount of
        retail floorspace is not expected to increase (about 1,800 sq m).        The applicant
        suggests the turnover of the proposal will be £3.3 million, which appears to be
        appropriate based on the scale of floorspace proposed. However, the applicant has
        not indicated what turnover the existing garden centre achieves.            It may be
        reasonable to assume the existing garden centre achieves a turnover of about £1
        million, based on average turnovers for garden centres in Retail Rankings.
        Therefore the uplift in turnover could be about £2.3 million.

13.84 Given the location of the garden centre, the majority of the outlet’s trade is likely to
        come from residents in Slough. The outlet would also serve the Iver and Richings
        Park areas. In our view the need for this proposal cannot be viewed in isolation from
        the wider need for comparison floorspace development in Slough.        The proposal is
        unlikely to eat into the comparison floorspace projections for the main centres in
        South Bucks (Beaconsfield, Burnham or Gerrards Cross). There could be some trade
        diversion from Iver, but this is unlikely to significantly change the floorspace
        projections shown in Table 9C Appendix C.


        Conclusions


        Convenience Retailing

13.85 The retail capacity assessment in this section suggests there is scope for additional
        convenience retail floorspace in both Chiltern and South Bucks Districts due to high
        trading levels within existing food stores. There are a number of uncertainties relating
        to future food store provision, in particular implementation of the Tesco store at
        Gerrards Cross, Waitrose’s proposal for a store also in Gerrards Cross and two
        proposed Tesco Express stores in Amersham and Little Chalfont. Until the position
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        on these proposals is confirmed it is difficult to accurately predict the future need for
        convenience sales floorspace in the two Districts, and the strategy must reflect this
        uncertainty.

13.86 We understand the three Tesco stores are likely to be implemented, but the proposed
        Waitrose store is still at an early stage in the planning process. On the basis that the
        three Tesco stores will be implemented, the main priorities for further convenience
        retail development in the period up to 2016 are:

             Chesham             - about 1,300 sq m net (1,900 sq m gross); and
             Beaconsfield        - about 1,200 sq m net (1,700 sq m gross).


13.87 There may also be scope to extend the Sainsbury near Taplow, but any proposals to
        extend this store would need to be viewed in the context of shopping provision in
        Slough.     Improvements to food store provision in Burnham could help to relieve the
        high trading performance of this Sainsbury store.

13.88 If both the Tesco and Waitrose stores are implemented in Gerrards Cross, then
        trading performance of stores in Beaconsfield and Amersham is likely to be further
        reduced.     However, there could still be some scope for development in Chesham in
        the period up to 2016.


        Comparison Retailing

13.89 Comparison expenditure growth in the short to medium term up to 2016 could support
        about 3,100 sq m net (4,400 sq m gross) within Chiltern District as a whole, and 1,900
        sq m net (2,800 sq m gross) in South Bucks District.

13.90 The South Bucks floorspace projection includes 600 sq m net (900 sq m gross)
        attributed to The Bishop Centre in Taplow, but this may not be the most sequential
        appropriate location for development.         This floorspace projection cannot be
        transferred to Burnham, Beaconsfield or Gerrards Cross.           The main priorities for
        further comparison retail development in the period up to 2016 are:

             Amersham            - about 1,100 sq m net (1,600 sq m gross);
             Chesham             - about 1,300 sq m net (1,900 sq m gross);
             Chalfont St. Peter - about 300 sq m net (500 sq m gross);
             Beaconsfield        - about 500 sq m net (800 sq m gross); and
             Gerrards Cross      - about 200 sq m net (300 sq m gross).
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13.91 If growth trends continue into the longer term there could be considerable scope for
        development up to 2021 and 2026. The long term comparison floorspace projections
        up to 2026 are 6,200 sq net (8,800 sq m gross) within Chiltern District, and 8,000 sq
        m net (11,500 sq m gross) in South Bucks District, of which about 1,400 sq m net
        (2,100 sq m gross) is attributed to the Bishop Centre at Taplow.




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14.0    THE QUALITATIVE NEED FOR RETAIL DEVELOPMENT


        Introduction

14.1    PPS6 indicates with regards to assessing the qualitative need for additional
        development, a key consideration will be to provide for consumer choice, ensuring
        that an appropriate distribution of locations is achieved to improve accessibility for the
        whole community. Provision should be made for a range of sites for shopping, leisure
        and local services, which allow genuine choice to meet the needs of the whole
        community.          This section assesses the qualitative need for new retail facilities in
        South Bucks and Chiltern local authority areas on this basis.

14.2    The analysis of district and local centres in the two Districts (Sections 4 to 12) include
        an assessment of existing shopping provision within each centre. The qualitative
        need assessment in this section draws on this analysis.


        Food and Grocery Shopping

14.3    Most households tend to undertake two kinds of food and grocery shopping trips, i.e.
        a main shopping trip generally made once a week or less often and top-up shopping
        trips made more frequently. Many households will also undertake bulk food shopping
        trips, particularly households who have access to a car for shopping. This pattern of
        food shopping is evident in the study, as shown by the household survey results
        (shown in Appendix F and summarised in Section 3).

14.4    For main and bulk food shopping the availability of a wide range of products and free
        surface level car parking are important requirements. Large supermarkets or
        superstores, defined as over 2,500 sq m net or more in PPS6, are the usual
        destination for these types of shopping trip.


        Chiltern District

14.5    In terms of food store facilities suitable for main and bulk food shopping, Amersham
        on the Hill and Chalfont St Peter district centres have limited provision, with small
        supermarkets that do not offer the full range and choice of products available in larger
        superstores.

14.6    A list of food stores in Chiltern District is shown in Table 1A Appendix A, and these

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        stores are plotted on Plan 3. There are two food superstores within Chiltern District,
        both with a net sales floorspace of over 2,500 sq m net, namely Tesco at Amersham
        Old Town and Sainsbury at Chesham. These two superstores are located in the
        central area of the District, and residents in the District have good accessibility to
        these stores via the A413, A355, A416, B485 and B4505.                The Tesco store at
        Amersham is also accessible to residents living in the Beaconsfield and Gerrards
        Cross areas, and vice versa residents in Amersham have good access to large food
        stores in Beaconsfield.    The small distance between Amersham and Chesham also
        provides high levels of accessibility to food stores in both towns.

14.7    The household survey results indicate there is a cross flow of main food and grocery
        shopping trips between Amersham and Chesham, and between Amersham and
        Beaconsfield, and therefore the need for new food store provision in each town
        cannot be viewed in isolation.

14.8    Residents in the west of Chiltern District (e.g. Holmer Green, Great Missenden and
        Prestwood) have good access to large food stores in High Wycombe, i.e. Morrisons,
        Sainsbury and Tesco. Residents in the south of the District (e.g. the Chalfonts) have
        good access to food stores in Amersham, but also can choose to visit stores in
        Beaconsfield (Sainsbury and Waitrose), and will have good access to the proposed
        Tesco store in Gerrards Cross (and Waitrose if implemented).

14.9    Once the Tesco superstore is completed in Gerrards Cross there will be no obvious
        area of deficiency in main and bulk food shopping provision in South Bucks or
        Chiltern Districts.

14.10 The Tesco and Sainsbury superstores are supported by a number of small and
        medium sized supermarkets. i.e. Waitrose in Chesham, Iceland and M&S simply
        Food in Amersham and Budgens and Tesco Express in Chalfont St Peter. There
        may be scope to improve basket and top-up food shopping provision within the local
        centres in the District. There are proposals to open Tesco Express stores in Little
        Chalfont and Amersham-on-the-Hill.


        South Bucks District

14.11 In terms of food store facilities suitable for main and bulk food shopping, Gerrards
        Cross district centre and all the local centres have limited provision, with small
        supermarkets that do not offer the full range and choice of products available in larger

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        superstores.

14.12 A list of food stores in South Bucks District is shown in Table 2A Appendix A, and
        these are also shown on Plan 3. The Sainsbury stores at Beaconsfield and Burnham
        are the only food superstores within South Bucks District. The Beaconsfield store is
        supported by a relatively large Waitrose store and a small M&S simply food store.
        These stores serve the Beaconsfield area and the north west of South Bucks District,
        and southern parts of Chiltern District. Residents in the Beaconsfield area also have
        good access to large Tesco superstores at Amersham and Loudwater.

14.13 The Sainsbury superstore at Burnham serves residents in the south west of the
        District (i.e. the Taplow and Burnham area).       This store also serves residents in
        Slough and Maidenhead. A high proportion of residents in the south of the District
        (i.e. within study area zones 5, 6 and 7) do their main food shopping outside the
        District, primarily at large food stores in Slough, Uxbridge and High Wycombe.
        Households within the Denham area of the District primarily do their main food
        shopping at large food stores in Uxbridge. The retention of main food shopping trips
        in the District is relatively low in the area to the south of the M40 and east of the M25.
        The proposed Tesco store at Gerrards Cross should help to increase the level of
        expenditure retention particularly in Zones 4 and 5.

14.14 In the rural settlements in the District (e.g. Denham/Denham Green, Iver, Farnham
        Common and Stoke Poges main and bulk food shopping provision is limited, due to
        the proximity of large food stores within other towns.       The outflow of main food
        shopping trips is likely to continue in the future.        However, improvements to
        convenience shopping provision within these settlements could help to reduce
        expenditure leakage.


        Retention of Food and Grocery Shopping Trips

14.15 The qualitative need for new food store development can also be assessed in terms
        of the proportion of shopping trips retained within the local area.   For example, if an
        area is deficient in terms of convenience shopping provision it may have a low
        retention of shopping trips in that area, and the leakage of shopping trips to other
        destinations can be high, which may be undesirable in terms of sustainability (longer
        trip lengths and car travel). Table 14.1 summarises the proportion of main food
        shopping trips retained within each town’s respective zone, based on the household
        survey results.
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        Table 14.1: Retention of Main Food and Grocery Shopping Trips

         Centre                 Local Study     % Main Shopping         Other predominant
                                 Area Zone      Trips Retained in          Destinations
                                                   Local Zone
         Amersham                  Zone 2             66.5%             Chesham (21.0%)
                                                                       Beaconsfield (6.7%)
         Beaconsfield              Zone 3            69.9%           Tesco Loudwater (16.7%)
                                                                     Tesco Amersham (9.2%)
         Chesham                   Zone 1            66.8%           Tesco Amersham (15.6%)
                                                                         Tesco Tring (5%)
         Gerrards Cross/           Zone 4            17.5%           Tesco Amersham (38.5%)
         Chalfont St. Peter                                            Beaconsfield (26.5%)
         Burnham/                  Zone 6            36.5%                Slough (47.4%)
         Sainsbury nr. Taplow


14.16 These survey results indicate the level of trip retention in Amersham, Beaconsfield
        and Chesham is high (at least two thirds of trips). There is some cross flows of trips
        between Amersham and Chesham, which does not raise social-exclusion or
        sustainability concerns due to the close proximity and high level of accessibility
        between these towns. Most of the leakage of trips from Beaconsfield go to the Tesco
        superstores at Loudwater and Amersham, which are highly accessible to
        Beaconsfield. In our view there is no qualitative deficiency in food store provision in
        Amersham, Beaconsfield and Chesham in terms of accessibility or choice. However,
        the household survey results suggest the main large food stores in these towns are
        trading significantly above the company average turnovers, and these stores are
        over-trading at peak periods. In addition 10.6% of respondents in the Amersham
        area suggested improved food and grocery shopping in Amersham on the Hill would
        make then shop more often in the centre, which suggest opportunities to improve
        food store provision within Amersham on the Hill District Centre would be beneficial.
        The proposed Tesco Express store may help to achieve this objective.

14.17 The retention of trips within the Gerrards Cross/Chalfont St. Peter/St Giles area is low
        (17.5%). Most of the main food shopping trips in this area are attracted to large food
        stores in Amersham (Tesco) and Beaconsfield (Sainsbury and Waitrose).            Many
        residents in this area are travelling 5 miles or more to visit these large food stores.
        These shopping patterns suggests there is a qualitative deficiency in food store
        provision in this area, which should be addressed by Tesco’s proposed store in
        Gerrards Cross.     Food store development within this area may also help to relieve
        high trading levels at food stores in Beaconsfield and Amersham. In addition 7% of
        respondents in Zone 4 suggested improved food and grocery shopping in Gerrards
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        Cross would make then shop more often in the centre, which suggest opportunities to
        improve food store provision within the centre would be beneficial in terms of
        generating more trips to the centre. The proposed Tesco store should achieve this
        objective.

14.18 The retention of trips within the Burnham and Taplow area is difficult to gauge form
        the household survey results, because Zone 6 is a large area including a significant
        part of Slough urban area.       Nevertheless, the Sainsbury store near Taplow and
        Burnham Local Centre appear to attract an appropriate share of main food shopping
        trips within Zone 6. Large food stores in Slough are also accessible from Zone 6.


        High Street Comparison Shopping

14.19 The analysis of the shopping hierarchy (shown in Section 17 of this report) indicates
        that the main centres in Chiltern and South Bucks Districts are relatively small in
        terms of the choice and range of comparison multiple retailers. Reading and Watford
        have the largest provision of multiple retailers, closely followed by Slough and
        Uxbridge.     Comparison retailing is also expected to improve significantly in High
        Wycombe following the completion of the Eden development.           Aylesbury, Windsor,
        Hemel Hempstead and Maidenhead also have a superior range and choice of
        multiple retailers, with a Javelin Index score three to four times higher than the main
        centres in Chiltern and South Bucks.

14.20 Our analysis of the five designated District Centres indicates that all centres have a
        reasonable number of comparison shops (37 in Chalfont St Peter to 71 in Amersham
        on the Hill).       These centres generally have representation in most of the main
        comparison goods categories, although the choice within each category tends to be
        limited. For example Amersham on the Hill and Chesham have a relatively small
        choice of clothing/fashion shops. Amersham on the Hill, Chesham and Beaconsfield
        have a mixture of national chain stores and small independent outlets, whilst Chalfont
        St Peter and Gerrards Cross offer predominantly small independent shops, which
        contribute to their local distinctiveness and differentiate them from larger centres.

14.21 The number of comparison shops in local centres is generally small (less than 20
        shops) with the exception of Amersham Old Town (32 shops) and Beaconsfield Old
        Town (21 shops).        Amersham Old Town serves a niche market, selling high quality
        clothing/ fashion and furniture/antique goods, which may explain the low provision of


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        clothing and furniture shops within Amersham on the Hill. Beaconsfield Old Town has
        a strong provision of independent clothing/fashion shops.

14.22 The household survey results indicate that many residents in the Amersham,
        Chesham and Beaconsfield areas would visit the respective district centres more
        often if there was a better choice of shops. A better choice of clothing shops, large
        shops/chain stores and more shops in general were mentioned for both Amersham
        on the Hill and Chesham.          In Beaconsfield more clothing shops and small
        independent shops were mentioned by respondents.

14.23 All residents in the two districts have an excellent choice of comparison shopping
        destinations in the sub-region. The household survey results indicate that the outflow
        of expenditure on comparison goods from the two Districts is significant for most
        types of goods.

14.24 In terms of national comparison multiples, town centres within Chiltern and South
        Bucks are unlikely to compete with these larger surrounding towns. However, the
        health check of centres set out in this report indicates that many of the centres in
        Chiltern and South Bucks have a local distinctiveness, e.g. Old Beaconsfield provides
        a concentration of antique shops and Old Amersham has a range of high quality
        independent specialists.

14.25 High street comparison shops within Chiltern and South Bucks are generally
        characterised by:

               a limited number of multiple retailers selling lower order comparison goods e.g.
               card shops, chemists, children’s clothes and small household goods.

               independent specialists selling a wide range of goods including clothing,
               furniture, antiques etc.

14.26 Overall residents within the two districts have a good choice of high street comparison
        shopping destinations. Residents in Chiltern have good access to Aylesbury, High
        Wycombe, Hemel Hempstead and Watford. Residents in South Bucks also have
        good access to High Wycombe, as well as Slough, Maidenhead, Uxbridge and
        Windsor. The strategy should seek to minimise the number of shopping trips to these
        destinations to higher order shopping undertaken on an occasional basis, e.g. fashion
        and Christmas shopping. The centres within the two Districts towns should cater for


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        most day to day shopping trips, made on a more frequent basis. This approach
        would have sustainability benefits.

14.27 The gap analysis of the main district centres indicates there is scope to improve
        comparison shopping in all the centres, and an increase in the number of comparison
        shopping trips retained in the local area will have sustainability benefits. However,
        the availability of premises is restricted in all centres, and the development of new
        shop premises will be required to improve comparison shopping provision in these
        centres. New development should reflect the local distinctiveness and current role of
        the centre, in order to ensure the centre continues to complement rather than
        attempting to compete with larger centres. The two Councils cannot control the
        precise types of retailing attracted to each centre, in order to fill perceived gaps in
        provision, but the types of developments promoted and the size of premises provided
        can influence the retail mix.

14.28 Based on our analysis the priorities for the main centres is as follows:

             Amersham on the Hill, Beaconsfield (New Town) and Chesham – a mix of unit
             sizes to attract both chain stores and small independent shops and services;

             Chalfont St Peter, Gerrards Cross, Amersham Old Town, Beaconsfield Old Town
             and Burnham - predominantly small to medium sized units (200 sq gross or
             below) suitable for small independent shops and services.


        Large Format Stores/Retail Warehouses

14.29 There are currently only two traditional retail warehouses in the two districts, i.e.
        Focus DIY stores in Chesham and at the Bishop Centre, Taplow.

14.30 The household survey results indicate that the majority of households within the study
        area travel to locations outside the two Districts for their DIY, electrical and
        furniture/floor-covering purchases. High Wycombe and Slough are the main
        destinations for these goods in the two districts. Across the entire study area High
        Wycombe and Slough attract about 60% of shopping trips for these goods.

14.31 The Bishop Centre at Taplow is not a traditional retail warehouse park, but some of
        the outlets sell furniture and other related bulky goods, including Focus and Habitat.
        The existing provision of retail warehouse stores is poor in both Districts. However,
        there is a good provision of retail warehouses in neighbouring authorities, for example
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        a number of retail warehouses on London Road in High Wycombe, Bath Road Retail
        Park in Slough, Apsley Mills and London Road Retail Parks in Hemel Hempstead,
        Broadfields, Cambridge Close and Vale Retail Parks in Aylesbury, Victoria Retail Park
        in Ruislip and Century Park, Colne Valley, Waterfields and Watford Arches Retail
        Parks in Watford.

14.32 The proximity of these retail warehouse facilities in neighbouring towns and the
        limited primary catchment areas of the five district centres in South Bucks and
        Chiltern may restrict the viability of larger retail warehouse units within the two
        Districts.    In our view there is no over-riding need to identify development sites for
        large scale retail warehouses within the two Districts. However, any retail warehouse
        proposals that emerge in the future will need to be assessed on their individual
        merits.


        Retention of Non - Food Shopping Trips

14.33 Table 14.2 summarises the proportion of non-food shopping trips retained within each
        town’s respective zone, based on the household survey results.


        Table 14.2: Retention of Non-Food Shopping Trips

         Type of trip                         % of Trips Retained in Local Zone
                                  Amersham/Chesham       Beaconsfield          Gerrards
                                     Zone 1 and 2           Zone 3          C/Chalfont St. P
                                                                                Zone 4
         Clothes/shoes                  17%                  19%                  9%
         Domestic electrical            29%                  21%                 13%
         TV/Hi-Fi                       17%                   3%                  7%
         Furniture/carpets              13%                  13%                  4%
         DIY/hardware                   61%                   9%                 15%
         Plants/gardening               39%                  59%                 17%
         Health/beauty/chemist          78%                  78%                 58%


14.34 These survey results indicate the level of trip retention in all parts of the two Districts
        is low for higher order comparison goods (e.g. clothing shoes, electrical goods and
        furniture).   The larger regional centres and retail warehouse parks are the main
        destinations for these types of goods, in High Wycombe, Watford, Hemel Hempstead,
        Slough and Uxbridge. A low level of trip retention (generally less than 20%) for these
        types of shopping trip (usually made on an occasional basis) is to be expected
        because it reflects the hierarchy of centres. Customers will tend to visit large centres
        with an extensive choice and range of shops for higher order comparison shops,
        because this allows them to compare more goods before purchasing. These low trip
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        retention rates do not necessary indicate a need for new facilities in South Bucks and
        Chiltern, but they do indicate there is scope for improvement in higher order
        comparison shopping provision in all the main District Centres.

14.35 The retention of lower order comparison shopping trips is much higher, in particular
        DIY trips in Amersham/Chesham (probably due to the Focus store) and
        plants/gardening in Beaconsfield (due to the provision of garden centres and
        nurseries in the area).    The retention of DIY trips in Beaconsfield is low, but is
        explained by the significant provision of DIY stores on the east side of High Wycombe
        (i.e. B&Q, Homebase and Wickes on the London Road). Given the high level of
        access to these stores there is no overriding need to improve DIY provision in
        Beaconsfield.

14.36 Trip retention for health, beauty and chemist goods is high across all centres in the
        two Districts. The retention of all other categories of comparison goods is low in Zone
        4 (Gerrards Cross and the Chalfonts). Improvements to comparison shopping
        facilities in this area would be beneficial in terms of reducing the need for residents to
        travel longer distances, particularly for lower order comparison goods.


        Local Shops and Services

14.37 The existing provision of district and local shopping centres within the two Districts
        offers a balanced distribution of local facilities serving local communities, as shown on
        Plan 3 Appendix A. The local centres complement the four main district centres
        (Amersham, Chesham, Chalfont St. Peter, Beaconsfield and Gerrards Cross) and
        have an important role in serving the day-to-day needs in their local areas.          For
        example local centres such as Little Chalfont, Holmer Green, Great Missenden,
        Denham Green, Farnham Common and Iver provide day to day shopping facilities
        and services within the more remote rural parts of the two districts. Amersham Old
        Town and Beaconsfield Old Town also have an important role in provide specialist
        independent comparison retailers, complementing the nearby District Centres.

14.38 There may be scope for improving some local centres, but there is no obvious need
        for new centres. Improvements would help to secure their viability of these centres.


        Occupier Demand

14.39 The floorspace projections set out in this section provide an indication of the
        theoretical scope for new retail development based on expenditure projections. It is
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        also necessary to consider the potential level of demand from operators for new
        floorspace within the District.

14.40 Occupier demand was examined using the results of a postal questionnaire sent out
        to over 300 national/regional operators and information from Estates Gazette
        Interactive (EGI) regarding demand from multiple retailers.           Both sources showed
        fairly low demand from national/regional multiple retailers. However, shop vacancy
        rates in the Districts’ centres are low, which suggests the demand from small
        independent outlets is stronger, and there is no imbalance between the supply of
        shop units and occupier demand for space.

14.41 The results from the postal survey (15 responses) are summarised in Appendix D,
        which based on our experience is a relatively low response rate (5%).           However, it
        should be noted that most national operators do not tend reply to surveys of this kind,
        unless they have a space requirement in the area.             The low response rate reflects
        the low demand for shop units from multiple outlets. Only 6 operators identified a
        space requirement in either/both of the two Districts. Two operators had non-location
        specific District-wide requirements, and 8 operators confirmed that they have no
        requirements in either District.

14.42    Amersham was the most mentioned target location (4 operators), followed by
        Chesham 3 operators and Beaconsfield (2 operators). No other centres were
        mentioned, but McDonalds and Brantano footwear had general requirements
        (unspecified location) for out-of-centre outlets.

14.43 Multiple retail operators’ space requirements across the country are often publicised.
        Estates     Gazette   Interactive   (EGI)   collates   this    information.   EGI   identified
        requirements for floorspace in the two District’s main towns is shown in Appendix D.
        EGI identifies 24 operators with space requirements in the two Districts, of which only
        one (McDonalds) was confirmed by the canvas of operators.                 The canvas also
        suggests two of the EGI requirements (Budgens and River Island) no longer exist or
        are inaccurate. Most of the requirements were non-location specific which suggests
        that there is no dominant centre in terms of operator demand.

14.44 In total the canvas of operators and EGI suggest 27 operators have requirements for
        space within the two districts. A high proportion of these requirements are non-retail
        uses, e.g. Coffee Republic, Costa Coffee, McDonalds, Starbucks Coffee, Thomas
        Cook and HSBC. Most of the requirements are not location specific and a number of
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        towns in the two Districts are potential locations, which suggests there is no dominant
        centre in terms of national operator demand.     The number of requirements for each
        of the three largest centres (Amersham, Beaconsfield and Chesham) is broadly
        similar. The number of requirements in Burnham, Gerrards Cross and Chalfont St.
        Peter are slightly lower.

14.45 The demand from multiple comparison retailers in the two Districts is relatively weak,
        and this is probably due to the centres being too small and/or the operator’s existing
        presence in larger centres in the area.    However, this research does not gauge the
        extent of operator demand from small independent outlets. The shop vacancy rate in
        most district and local centres within South Bucks and Chiltern is significantly below
        the national average, which suggests the demand for premises is strong in relation to
        the supply of premises. The strategy should seek to provide new accommodation
        suitable for small independent outlets, not just chain stores.




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15.0    THE NEED FOR COMMERCIAL AND OTHER TOWN CENTRE USES


        Introduction

15.1    This section assesses the need and potential for commercial leisure development and
        other main town centre uses in South Bucks and Chiltern Districts. The potential for
        improving the provision of a range of commercial leisure uses including
        cinema/multiplex, ten pin bowling, bingo, nightclubs, private health and fitness clubs
        and catering, pubs and bars, has been considered.


        Leisure Trends

15.2    The demand for commercial leisure facilities has increased significantly during the
        last 20 years. The growth in the commercial leisure sector was particularly strong
        during the late 1980s and again in the mid 1990s. Average household expenditure on
        leisure services increased in real terms by 93% between 1984 and 1995 (source:
        Family Expenditure Survey).       Average household expenditure on leisure services
        increased by a further 45% between 1995 and 2005. The latest (2004-2005) average
        household expenditure on leisure services is over £3,000 per annum.          However,
        many analysts consider that the commercial leisure market has now reached
        saturation in some sub-sectors.

15.3    The mid-1990s saw the expansion of major leisure parks. These leisure parks are
        generally anchored by a large multiplex cinema and offer other facilities such as ten-
        pin bowling, bingo, nightclubs, health/fitness clubs, themed destination restaurants,
        pub/restaurants, children’s nurseries and budget hotels. Commercial leisure facilities
        have typically been located on the edge of town centres or out-of-centre, with good
        road access.        Many leisure uses have also emerged on retail warehouse parks.
        Examples of major leisure parks are available in Maidenhead, Hemel Hempstead and
        Watford.

15.4    The cinema market remains an important sector because cinemas often anchor
        leisure developments, providing footfall for other uses. However, growth in this sector
        has slowed significantly in recent years with many areas reaching saturation levels.
        Many cinema operators have suspended or curtailed their expansion plans. Some
        cinema operators such as City Screen, Mainline Pictures and Reeltime Cinemas have
        opened new or taken over small cinemas in recent years. The expansion of other

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        sectors has slowed, including ten-pin bowling and bingo. However, other sub-sectors
        have remained strong in recent years, in particular the private health and fitness
        market, with a number of multiple operators seeking premises across the UK, e.g. LA
        Fitness, Fitness First and Esporta. Nevertheless, the health and fitness sector is also
        reaching saturation point in some areas.


        The Potential for Leisure and Entertainment Uses


        Catchment Potential

15.5    In general, commercial leisure facilities will draw the main part of their trade from
        residents up to a 20-minutes drive time. Major leisure facilities such as multiplex
        cinemas, ten-pin bowling centres, ice rinks and family entertainment centres require a
        large catchment population, and often benefit from locating together on a large out-of-
        centre leisure parks.

15.6    Together South Bucks and Chiltern Districts have relatively dispersed catchment
        populations.        Parts of each District are within close proximity to large centres.
        Residents in the study area have good access to major leisure facilities in Aylesbury,
        Hemel Hempstead, Watford, High Wycombe, Maidenhead, Uxbridge and Slough. In
        terms of sustainability (i.e. trip lengths and the use of cars) it would be beneficial for
        residents in the main towns in the two Districts to undertake these leisure activities
        within their respective towns. However, the proximity of major leisure facilities in
        these surrounding Districts will limit the catchment area and potential for major leisure
        facilities within the South Bucks and Chiltern Districts, and as a result some types of
        leisure use may not be viable in the two Districts.

15.7    In the Chesham and North Chiltern zone of the study area (Zone 1 - 27,778 people),
        the Amersham zone (Zone 2 - 23,415 people) and the Rural North East zone (Zone 9
        - 16,124 people), residents are within close proximity to Hemel Hempstead and/or
        Watford and Aylesbury, and will have the choice of visiting major leisure facilities in
        these respective towns.       In the Rural North West zone of the study area (Zone 10 -
        28,854 people) residents are within close proximity to Aylesbury and High Wycombe
        and have the choice of visiting major leisure facilities in these respective towns. In
        the Beaconsfield East zone (Zone 3 - 15,831 people), Gerrards Cross North zone
        (Zone 4 - 27,310 people), Central South Bucks Zone (Zone 5 - 14,432 people), South
        East South Bucks zone (Zone 7 - 10,076 people) and the North East South Bucks
        zone (Zone 8 - 16,084 people), residents are within close proximity to Uxbridge and
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        Slough. To the south and west of the study area, residents in the Rural West Zone
        (Zone 11) and the South West South Bucks Zone (Zone 6) also have the choice of
        visiting major leisure facilities in Slough and Maidenhead.

15.8    The choice of leisure facilities in surrounding areas indicates that the two Districts’
        potential leisure related catchment population is likely to be significantly less than the
        population of each District. The assessment of comparison shopping patterns,
        although not directly comparable for leisure and entertainment uses, suggests that
        stores/shops in the District attract only about 20% of total expenditure within the study
        area, which implies the comparison shopping catchment population of South Bucks
        and Chiltern is only around 50,000, which is much lower than the Districts’ population
        of around 151,173 (ONS, 2001) people.


        The Cinema Market

15.9    Cinema admissions in the UK declined steadily during the 1950’s, 1960’s and 1970’s,
        a period when the ownership of televisions increased significantly. Cinema
        admissions continued to decline in the early 1980’s, but increased steadily after 1984
        up to 2002. There was a peak in cinema admissions in 2002 at 175.9 million. The
        cinema industry reached a plateau in 2005 following a slight recovery in 2004 with a
        net gain of 24 operating screens (still a virtual standstill compared to the 100-200
        screens added at the turn of the decade).         The BISL suggests that the cinema
        industry is now entering a period of change, signified by consolidation.             Total
        admissions in 2005 were 164.6 million, slightly lower than in 2004 (171.3 million, 2.86
        visits per person) and significantly lower than the figure for 2002 (176 million).

15.10 The number of cinemas has decreased from 737 in 1990 to 678 sites in 2003, but the
        number of screens has increased from 1,685 to 3,318, a growth rate of 5.4% per
        annum.      Multiplex cinemas now dominate the market with over 72% of available
        screens in 2005. The number of annual admissions was 50,400 visits per screen in
        2003.

15.11 Since the beginning of 2003 there has been considerable consolidation in the cinema
        market in the UK with significant merger and acquisition activity. The sector is now
        dominated by four companies:

             Terra Firma Capital Partners;
             Cine UK;

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             Vue Cinemas; and
             National Amusements.

15.12 Total admissions are expected to increase by about 10% between 2005 and 2009,
        (Cinemagoing), an average growth rate of 2.5% per annum.            Recent forecasts
        anticipated a net addition of 110 screens in 2006, 120 in 2007, 60 in 2008 and 60 in
        2009. Compared to the last decade these figures represent a considerable slowing of
        growth, 2% compared to past growth of 5.5%.

15.13 There is one cinema in the Chiltern District, i.e. The New Elgiva Theatre in Chesham
        a cinema and theatre with one screen and 328 seats. There is also one cinema in
        South Bucks District, i.e. the Odeon in Gerrards Cross with 2 screens and 537 seats.

15.14 Table 15.1 shows the market share of both cinemas within each study area zone,
        based on the household survey results. The New Elgiva Theatre in Chesham attracts
        a relatively low proportion of cinema trips (1.8% overall) from the study area as a
        whole. The share of cinema trips within the zones immediately surrounding Chesham
        (Zones 1-2) are highest, but are still fairly low (6.1% and 5.1%).     However, this
        cinema is part-time and somewhat specialist e.g. World cinema. The Odeon Cinema
        in Gerrards Cross attracts the second highest share of cinema trips across the study
        area, behind The Empire Cinema in High Wycombe. The cinema in Gerrards Cross
        attracts relatively high shares from zones nearest to Gerrards Cross (Zones 4, 5, 2, 3
        and 8).


        Table 15.1          Cinema Market Share – Chesham and Gerrards Cross

                                                          % Market Share of Trips
                                                      Chesham              Gerrards Cross
         TOTAL – All Study Area                          1.8                     18.2
         Zone 1 – Chesham & North Chiltern               6.1                      6.1
         Zone 2 – Amersham                               5.1                     34.2
         Zone 3 – Beaconsfield – East                    0.0                     27.5
         Zone 4 – Gerrards Cross - North                 0.0                     70.9
         Zone 5 – Central South Bucks                    1.9                     42.6
         Zone 6 – South West South Bucks                 0.0                      2.0
         Zone 7 – South East South Bucks                 0.0                     11.6
         Zone 8 – North East South Bucks                 0.0                     23.1
         Zone 9 – Rural North East                       4.3                      4.3
         Zone 10 – Rural North West                      2.8                      3.5
         Zone 11 – Rural West                            0.0                      6.6



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15.15 The survey results suggest there may be scope to retain more cinema trips,
        particularly within Chiltern District. However, there is a good provision of multiplex
        cinemas surrounding the study area in Aylesbury, Hemel Hempstead, Watford, High
        Wycombe, Maidenhead, Uxbridge and Slough, which will continue to draw residents
        of the District. There is also a small independent cinema in Berkhamsted. Details of
        cinema provision can be found in Appendix E.           A new multiplex cinema is also
        proposed in the Eden development in High Wycombe.

15.16 The catchment area of cinema facilities within the Chiltern and South Bucks Districts
        will be restricted by the proximity of these major multiplexes. The household survey
        results indicate that 56.8% of respondents in the study area visit cinemas, of which
        only 18.2% indicated their last trip was to the Odeon in Gerrards Cross and only 1.8%
        to The New Elgiva Theatre in Chesham. The other main cinema destinations were
        27.4% visiting High Wycombe (The Empire Cinema) on their last cinema trip, 12.8%
        visiting Maidenhead, 9.1% visiting Uxbridge, 8.6% visiting Slough and 6.2% visiting
        Hemel Hempstead.

15.17 The market share of cinema trips that could be retained within South Bucks and
        Chiltern will be constrained by the type of cinema facility that would be viable within
        the Districts’ relatively small towns and the catchment population of each town. The
        towns and local shopping centres in the Districts are unlikely to be of sufficient size to
        support a large multiplex cinema. Small cinema facilities are unlikely to retain a high
        proportion of cinema trips in the District because some residents will prefer to visit
        larger multiplex facilities which have a better choice of films. Furthermore, cinema
        visits will also be linked with other trips to larger centres, e.g. shopping, leisure or
        work related trips.

15.18 To assess the demand for cinema admissions within the study area, we have
        assumed that the two Districts can as a maximum retain about 30% of all cinema trips
        in the study area. This market share is unlikely to be higher due to the proximity of
        large multiplex facilities in surrounding towns such as Aylesbury, Hemel Hempstead,
        Watford, High Wycombe, Maidenhead, Uxbridge and Slough. The Eden development
        at High Wycombe includes a 12-screen cinema complex which reduces the likelihood
        of facilities within South Bucks and Chiltern increasing their market share of the local
        cinema market.

15.19 Dodona’s national forecasts for visits per person from 2001 to 2007 have been
        adopted. Growth in visits per person beyond 2007 have been assumed to grow at
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        2.6% per annum, based on a continuation of Dodona’s annual growth rate between
        2005 and 2007 up to 2008, 2012 and 2016.

15.20 The catchment population has been converted into a total number of cinema
        admissions per annum based on the national visitation rate (2.8 per person in 2003).
        Visitation rates have been projected based on a 2% growth rate per annum. The total
        number of cinema admissions has been converted into an optimum number of
        cinema seats, based on Dodona figures (300 visits per annum per seat). The results
        are shown in Table 15.2.

        Table 15.2          Cinema Potential in South Bucks and Chiltern

         Centre                          2007       2011         2016        2021      2026

         Catchment Population           267,446    267,733      266,139     265,251   265,801
         Market Retention                20%        30%          30%         30%       30%
         Visits Per Annum                2.96       3.10         3.35         3.78      4.25
         Total Visits Per Annum         158,328    248,992      267,470     300,794   338,896
         Optimum Visits Per Seat          300        300          300         300       300
         Seat Potential                   528        830          891        1,002     1,129


15.21 The analysis suggests there is no potential for further cinema facilities in the study
        area for the foreseeable future, up to and beyond 2016, based on an assumed
        maximum trip retention rate of 30%. There is theoretical potential for 891 seats by
        2016, compared with the existing provision of 865 seats. However, the cinema in
        Chesham (328 seats) is a part-time specialist cinema. If this cinema’s seats are
        discounted then there could be potential for a small cinema within Chiltern District.
        Any proposals for a new cinema would bring sustainability benefits, by allowing
        residents to undertake this activity closer to home.      However, we believe a new
        cinema in Chiltern District is likely to be unviable in Chiltern.      Residents have
        reasonably good access and a choice of cinemas in nearby towns, i.e. Hemel
        Hempstead, High Wycombe, Gerrards Cross, Watford and Aylesbury, and there is no
        over-riding need to allocate a site for a new cinema.

15.22 The canvas of leisure operators undertaken during the study did not identify a
        demand for cinema development in Chiltern or South Bucks. Therefore the
        commercial viability of cinema development in the District is questionable, regardless
        of any theoretical capacity based on higher trip retention rates.




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        Private Health and Fitness Clubs

15.23 The UK health club market expanded rapidly as public awareness about personal
        fitness has increased.       Business in Sport and Leisure (BISL) indicates that
        membership growth levels have continued to rise and that data from The Leisure
        Database Company at 1st January 2005, shows that membership has grown by 25%
        since 2002, with an 8% increase in 2004 to over 7 million members across both the
        public and private sector. Over 11% of the population are now members of a private
        health club or registered users of a leisure centre gym in the UK, compared with just
        8.9% in 2002 and this growth looks set to continue. However, the UK is still chasing
        the US where the fitness membership rate is 15.6%.

15.24 There were 90 new private health and fitness clubs opened in 2004 compared to 88
        in 2003 and the figure increases to 113 new private clubs opened in 2004 if you take
        into account the smaller clubs not previously incorporated. The BISL indicates that
        despite business difficulties for individual operators the overall market shows positive
        progression towards Government targets. At the beginning of 2005 there were at
        least 724 more clubs under development or with planning applications lodged, 76 of
        which were scheduled to open in 2005.

15.25 There are over 3,738 public sports centres and 1,982 large (over 500 members)
        private health clubs in the UK ranging from small independent clubs to large
        operators such as Cannons, David Lloyd, Esporta, Fitness First, Holmes Place,
        Livingwell and LA Fitness.

15.26 Private health clubs had 3.5 million members in 2003 (1,801 members per club). The
        average membership for large private clubs rose from 1,740 in 2002 to 1,801 in 2003.
        The largest health clubs can have memberships of approximately 4,000 people.
        However, the UK market is still dominated by independent clubs. Public sector sports
        centres are also important, with 64% having fitness facilities.     Membership of public
        sector fitness facilities rose by 2.9% in 2003 to just over 2.5 million.

15.27 The Mintel Health and Fitness Clubs Report (April 2005) indicates that there are now
        more than 4 million members of private health and fitness clubs in the UK, equating to
        around 9% of the adult population, whilst the average club has more than 1,500
        members and gross annual sales in excess of £750,000. The Mintel Survey indicated
        that the vast majority of clubs anticipated growth in membership numbers over the
        next 12 months. The Mintel Report indicates that in the first three months of 2005

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        consumer confidence appeared to be experiencing something of a revival when
        compared with previous years and this should result in consumers being more
        disposed to making discretionary purchases such as health club memberships.

15.28 The Mintel Report (April 2005), states that in 2004 the value of the market for private
        health and fitness clubs grew by 5.7%, compared with an increase of 7.5% in 2003
        and 7.9% in 2002.      Forecasts for 2005 suggested a slight improvement, with a
        projected increase of 5.9%.     Nonetheless this still means that market value has
        increased by 43% between 2000 and 2004 and by the end of 2005 it was expected to
        have increased by 51%.

15.29 There are a number of private health and fitness clubs in the two Districts, including:

               Topnotch Health Club, Amersham Road, Chesham;
               Weights and Measures, Great Missenden;
               Kaizen Health Club, Chesham;
               Strides Health Club, Chesham;
               The Bellhouse Hotel, Beaconsfield;
               Cannons Health Club, Stoke Poges.

15.30 Although there is only one large national operator in the two Districts (Cannons in
        Stoke Poges), there is an LA fitness just outside Burnham which serves the Burnham
        area, but falls just outside the South Bucks District boundary.

15.31 In addition to the independent private leisure/entertainment facilities there are a
        number sports centres operated by Wycombe Leisure Ltd, but funded either solely by
        the District Councils, or in conjunction with Bucks County Council. These include The
        Beacon Centre on Holtspur Way in Beaconsfield, which has a sports hall and a
        fitness suite. Evreham Sports Centre in Iver, which has a sports hall, a dance studio,
        an outdoor synthetic surface pitch, grass football pitches and a fitness suite. There
        are three sports facilities in Amersham i.e. Physique Amersham comprising a gym
        and aerobics studio; Chiltern Pools comprises a 25m six lane swimming pool and a
        ‘multipool’ with variable water levels and a leisure pool with three water fun flumes;
        The Climb comprises an indoor climbing centre with a number of walls ranging up to
        11 m in height.     The Chalfont Leisure Centre in Chalfont St Peter has a 25m
        swimming pool, a gym, a fitness studio and a sports hall. Chesham Leisure Centre in
        Chesham comprises a 25m swimming pool, a gym, a fitness studio and a sports hall.
        Sprinters Fitness Centre on Honor End Lane in Prestwood has a gym and an
        aerobics studio.


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15.32 The study area population (including areas external to the two Districts) is
        approximately 267,446 in 2007, which could generate demand for about 29,419
        public and private membership places, based on the national average membership
        rate (11%) or 41,722 based on the US rate (15.6%). Many study area residents will
        use health and fitness clubs in other centres. There are several national operator
        health clubs within surrounding areas including LA Fitness in Burnham, Cannons, LA
        Fitness and Virgin Active in Slough, Fitness First in High Wycombe, David Lloyd in
        Maidenhead, David Lloyd and Livingwell in Watford, Esporta in Hemel Hempstead,
        Fitness First in Berkhamsted and Fitness First and Virgin Active in Uxbridge. The
        household survey indicates that around 27% of households in the study area had
        visited a health/fitness club. Therefore, health club membership could be higher than
        11% in the study area. It should be noted that not all members of the household will
        participate and not all households will be members of clubs.

15.33 Based on the household survey results, South Bucks’ and Chiltern’s joint share of
        members within the study area appears to be approximately 40% (perhaps about
        12,000 members based on the national membership rate – 11%). This retention rate
        appears to be relatively high when compared with the retention rate of comparison
        shopping trips and cinema trips (about 20%). As indicated above, the two Districts
        have 6 private clubs and 6 public sports centres, and these figures imply an average
        membership rate of 1,000 members per facility. The average membership rate for
        large private clubs was 1,801 in 2003, which suggests an over-provision of facilities.
        However, most of the facilities in the two Districts are small and are unlikely to have
        capacity for 1,800 members.           Based on the current high trip retention rate, the
        number/size of existing facilities and the implied average membership rate, we
        believe there is a good balance between the supply and demand for health and
        fitness clubs in the two Districts.

15.34 A future increase in membership rates could generate additional demand. By way of
        an example, an increase in membership rates from 11% to 15.6% (the US rate) could
        increase the number of members in the study area from about 29,000 members to
        about 42,000 members, or about 5,000 additional members attracted to facilities in
        South Bucks and Chiltern Districts (based on a 40% share).

15.35 A future increase in membership rates could generate demand for further health and
        fitness facilities within the two Districts. EGI identified one potential requirement for a



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        Greens health and fitness club. However, we believe there is no overriding need to
        allocate a site for additional health and fitness clubs in the two Districts.


        Tenpin Bowling

15.36 Tenpin bowling grew rapidly in the UK in the 1960’s. However, the complex scoring
        system, lack of investment and the deterioration exacerbated a significant decline in
        the 1970’s.         However, a resurgence of interest in tenpin bowling during the late
        1980’s and computer scoring led to a second boom. There were 280 tenpin bowling
        centres (5,600 lanes) in the UK in 2004, approximately one lane per 10,000 people.
        The tenpin bowling sector experienced steady growth in the late 1990’s, with a 27%
        growth in spending during the last 10 years, although any real growth was mostly in
        the past four years. Mintel predicted the value of the tenpin bowling market would
        increase from £245 million in 2002 to £324 million by 2007.

15.37 Bowling centres now tend to be part of major leisure developments that include
        multiplex cinemas, restaurants and nightclubs offering a choice of leisure and
        entertainment activities.

15.38 Tenpin bowling centres require large buildings of between 2,300 to 4,200 sq m
        (25,000 to 45,000 sq ft) and are generally located in towns with a population of over
        150,000 people.

15.39 Neither South Bucks nor Chiltern District has a tenpin bowling facility. The household
        survey indicates that residents who visit bowling facilities in the study area mainly go
        to Maidenhead, Hemel Hempstead and Watford. Residents to the south west of the
        study area have good access to Maidenhead. Residents to the north of the study
        area have good access to Hotshots on Leisureworld Leisure Park in Hemel
        Hempstead and Jardines Club in Aylesbury.              The Eden development in High
        Wycombe will provide a state of the art bowling facility.

15.40 The household survey results suggest that about 23.4% of households in the study
        area visit tenpin bowling facilities. The study area population (267,446) is in theory
        capable of supporting about 27 lanes based on one lane per 10,000 people. If South
        Bucks and Chiltern attracted 40% of tenpin bowling trips in the study area then
        around 11 lanes could be supported. However most modern facilities tend to have at
        least 20 lanes.



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15.41 Based on the existing provision of tenpin bowling facilities surrounding the two
        Districts and the study area population, there appears to be limited potential for ten
        pin bowling facilities within South Bucks and Chiltern Districts.


        Bingo

15.42 The bingo market peaked in the mid-1970s, with almost 2,000 clubs nationwide.
        Since then the sector has struggled to compete with other leisure activities, including
        the impact of the National Lottery.     However, the decline has bottomed out and
        attendance figures have remained steady since the late 1990’s, and revenues and
        profits have started to increase.

15.43 Great Britain had 700 commercial bingo clubs in 2005, approximately one club per
        80,000 people. Bingo clubs attracted 79 million admissions in 2005 (source: Mintel),
        about 1.75 admissions per adult per annum.            On average each club attracted
        113,000 admissions in 2005 (about 2,175 admissions per week).             The average
        participation rate (adults) was 6.9% in 2004 (source: Mintel), split 2.8% regular
        players and 4.1% occasional players.      The participation rate in the South East/East
        Anglia region was marginally below the national average (5.1%).        Mintel forecasts
        that admissions will decline from 79 million in 2005 to 68 million in 2010, although the
        average spend per head will increase from £26.90 to £38.40.

15.44 Mecca and Gala are the main bingo operators, controlling over half of the UK market.
        Marketing of the bingo sector has been more proactive in recent years and Gala and
        Mecca have invested in premises, moving out of dated premises (i.e. converted
        cinemas), into purpose built units. Bingo clubs have become increasingly
        sophisticated, and have actively sought to attract all age groups.

15.45 The bingo sector usually prefers central locations that are accessible by public
        transport and by foot.    Major bingo operators, such as Mecca and Gala, require
        buildings of between 2,000 to 3,000 sq m, capable of seating up to 2,000 people, with
        a catchment population of 50,000 to 70,000 people within freestanding towns (source:
        BISL) .

15.46 There are no national bingo operators in South Bucks or Chiltern. The household
        survey results indicated that only 3.3% of households in the study area visit bingo
        facilities, of which 45.5% visited bingo facilities in Slough (Gala Bingo) and 4.5%
        facilities in each London (West End) and Watford (Mecca Bingo).

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15.47 The study area population (about 206,000 adults) could generate approximately
        360,000 admissions based on the national participation rate (1.75 per adult),
        compared with the average of 113,000 admission per club.          These figures suggest
        that the study area as a whole could accommodate three bingo clubs. However, the
        provision of bingo facilities in other towns will limit potential in South Bucks and
        Chiltern. There are bingo facilities in Aylesbury, Maidenhead, Slough, Uxbridge and
        Watford. It may be reasonable for facilities in either Chiltern or South Bucks to attract
        up to 30% of bingo trips in the study area as a whole, and based on this assumption
        there is theoretical scope for a bingo facility within the two Districts.   However, the
        population in the two Districts is probably too dispersed to attract a bingo operator.
        High Wycombe or Hemel Hempstead may have better prospects for attracting a bingo
        operator. None of the main towns have a catchment population of between 50,000 to
        70,000 people, and therefore the viability of a bingo facility in either South Bucks or
        Chiltern is questionable. There is no need to allocate a site for a bingo facility in
        either District.


        Nightclubs

15.48 The value of the nightclub market (permanent venue offering dancing in return for an
        admission fee) declined from £2.16 billion in 1998 to £1.77 billion in 2002 (source:
        Mintel - Nightclubs).     There are approximately 1,750 nightclubs in the UK,
        approximately one per 30,000 people.

15.49 The sector has faced increasing competition from late night pubs and bars, with no
        admission fees. The BISL envisages a continued period of rationalisation and price
        competition. However, the forecast trend of significant growth in the 18-24 year old
        age group is expected to provide a growing market.

15.50 Large nightclubs (capacity up to 2,000 people) are generally located in large towns
        with a population of over 100,000 people. There is only one nightclub in the two
        Districts, i.e. Winkers Farm Country Club in Chalfont St Peter.

15.51 The household survey results indicated that only 9.8% of households in the study
        area visit nightclubs/late night music venues, and only 12% of these households
        visited a nightclub/live music venue in the two Districts, with only 2% visiting Winkers
        Farm and Country Club.        The main destinations outside the two Districts were
        Windsor, London (West End), High Wycombe and Watford.                  The provision of
        nightclubs in High Wycombe, Windsor, Slough, Maidenhead and London will limit the
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        potential for major new nightclubs in the District.   The population in the two Districts
        is probably too dispersed to attract a large night club operator.


        Casinos

15.52 Due to the changing nature of the casino market, with its proposed deregulation
        across the county, there is uncertainty to where casinos will be located in the future.
        Prior to deregulation operators could only obtain licences for casinos in specifically
        defined areas.

15.53 Operators now have to think in more detail about the catchment area of their casinos
        and the level of existing or future competition in a given area. From our knowledge of
        the casino market, key catchment areas will have to be within or within the near
        vicinity of a large centre such as a major town or city, with a drive time of
        approximately 30-40 minutes and as close to the centre of the catchment area as
        possible, with good transport links. The proximity of other established commercial
        uses will also be a key factor for operators when looking at locations for casinos.

15.54 There were 131 casinos in Britain in 2004. Approximately 12 million separate visits
        were made in Britain by members and their guests.

15.55 There are currently no commercial casinos in Buckinghamshire.                  No specific
        catchment area population has been identified by casino operators. However, it is
        unlikely that any of the centres in either the South Bucks or Chiltern Districts will have
        a catchment population large enough to support a casino. Larger centres such as
        London and possibly Reading are likely to be more attractive locations. However, as
        the market adjusts to deregulation, the locational requirements of casinos may evolve
        and become more clearly defined.


        Bars and Restaurants

15.56 On average households in the UK spent over £1,000 per annum eating and drinking
        away from the home in 2004-05 (source: Family Expenditure Survey).

15.57 Food and drink establishments (Class A3/A4/A5) including restaurants, bars and pubs
        have supported other major leisure uses on leisure and retail parks. Within town
        centres the demand for A3/A4/A5 uses has increased including a significant
        expansion in the number of coffees shops, such as Starbucks, Costa Coffee and
        Coffee Republic.
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15.58 PPS6 (paragraph 2.22) indicates that “a diversity of uses in centres makes an
        important contribution to their vitality and viability. Different but complementary uses,
        during the day and in the evening, can reinforce each other, making town centres
        more attractive to local residents, shoppers and visitors. Local planning authorities
        should encourage diversification of uses in the town centre as a whole, and ensure
        that tourism, leisure and cultural activities, which appeal to a wide range of age and
        social groups, are dispersed throughout the centre”.’             Paragraph 2.23 also indicates
        that planning policies should “encourage a range of complementary evening and
        night-time economy uses which appeal to a wide range of age and social groups,
        ensuring that provision is made where appropriate for a range of leisure, cultural and
        tourism activities such as cinemas, theatres, restaurants, public houses, bars,
        nightclubs and cafes”.

15.59 National branded pub/restaurant chains have been investing heavily, although not
        exclusively in larger centres. Many chains such as All Bar One, JD Wetherspoons
        and Yates Wine Bars have sought representation in smaller centres close to
        residential communities.

15.60 National information available from Goad Plans indicates that the proportion of non-
        retail uses within town centres across the country has increased over the last decade
        as shown in Table 15.3. The proportion of Class A1 retail uses in Goad town centres
        has decreased by 11% between 1991 to 2006 (7.2 percentage points), whilst non-
        retail uses including Class A2, A3/A4 and non-retail (service) A1 uses have all
        increased.


        Table 15.3:         GB Goad Plan Town Centres Use Class Mix

          Type of Unit              % Change           Proportion of Total Number of Units (%)

                                        1991 to      1991            1994           2000         2006
                                         2006
          Class A1 (Retail)               -11          62.7            61.2          59.1        55.5
          Class A1 (Services)             +21          6.6             6.9           8.2          9.1
          Class A2                        +30          8.2             8.5           8.9          8.0
          Class A3/A5*                    +62          8.6             9.2           11.2        13.9
          Miscellaneous                   +75          0.8             1.0           1.4          1.4
          Vacant/Under Const.             - 20         13.1            13.2          11.2        10.5
          Total                             -         100.0           100.0         100.0        100.0

          Source: Goad Centre Reports                       *excludes Bars/Public houses (A4)


15.61 As indicated in earlier sections of this report, the proportion of Class A3/A5 uses in
        Amersham-on-the-Hill        (9.7%),       Chesham      (10.6%),     Gerrards     Cross   (7.4%),
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        Beaconsfield (8.1%), Burnham (14.3%) and Iver (15.4%) are all lower than the
        national average (13.9%) except Burnham and Iver.

15.62 This national Goad data provides an average for over 1,200 centres across the
        country, and relates to a wide range of centres in terms of size and type. In general,
        larger city and town centres will have a higher proportion of retail units than smaller
        town and district centres, which have a mix of shops and services. Therefore, one
        may expect the district centres to have a lower proportion of Class A3/A5 uses than
        the national average, because the national average is skewed by smaller centres with
        a lower proportion of Class A1 use and higher proportion of non-retail use.

15.63 Themed bar operators and pub restaurants have grown significantly over the last ten
        years, such as JD Wetherspoons. These outlets generally require a minimum 50,000
        population and are usually located on main streets or secondary positions close to
        prime retail, commercial and other leisure users. There are only two pubs/bars run by
        themed bar operators in all of the district centres; Revolution in Beaconsfield and The
        Misty Moon in Chesham (JD Wetherspoons), however, there may be potential for
        more themed bar operators and pub restaurants. Operators usually require large
        premises of 250 - 1,500 sq m, in close proximity to public car parks and good
        transport links.

15.64 Themed restaurants have also expanded rapidly in recent years. These operators
        have located in out of centre retail/leisure parks as well as good secondary/primary
        high street locations. Fast food operators such as McDonalds and Burger King have
        expanded the number of drive through outlets, and town centre outlets. Outlets have
        been developed within retail/leisure parks or on busy roads. Outlets require sites of
        approximately 0.2 hectares.

15.65 EGI’s published requirements suggest a number of bars, restaurant and café
        operators are looking for opportunities within the district centres in South Bucks and
        Chiltern, including: Giraffe, SumoSalad, Subway and The Lounge.

15.66 The growth in Class A3 to A5 uses within town centres may continue in the future,
        and will compete for shop premises with other town centre uses. Future town centre
        development should provide additional space for these uses as well as Class A1
        retail. An allowance of 10% to 15% of new floorspace for Class A3 to A5 uses may
        be appropriate in the main District Centres.


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15.67 The retail capacity assessment suggests there is potential for 7,000 sq m gross of
        additional retail floorspace (comparison and convenience) in Chiltern District by 2016,
        and 3,700 sq m in South Bucks (excluding the Bishop Centre). If an additional 10%
        to 15% is provided for Class A3 to A5 uses then 700 to 1,000 sq m gross will be
        needed in Chiltern District and 400 to 600 sq m gross would be needed in South
        Bucks.


        Theatres

15.68 The household survey indicated that over half of respondents in the study area visit
        theatres (56.4%), which is comparable with the NLP’s average for other surveys.
        London (West End) was the main theatre destination last visited for households within
        the study area (52%) followed by the Wycombe Swan in High Wycombe (21.5%).
        There is only one theatre in the two Districts, the New Elgiva Theatre in Chesham,
        which was the fourth most popular destination last visited within the study area
        (3.1%). Taking account of the amount of respondents in the study area who indicated
        they visit theatres there may be a requirement for a further small theatre in South
        Bucks District. However current provision in the surrounding areas suggests there is
        no scope for a larger theatre.


        Other Leisure, Entertainment and Cultural Facilities

15.69 South Bucks and Chiltern Districts have a range of other leisure and entertainment
        facilities, as follows:

                            Bekonscot Model Village, Beaconsfield;
                            Iver Nature Study Centre;
                            Roald Dahl Children’s Gallery, Great Missenden;
                            Chiltern Open Air Museum, near Chalfont St Peter/Chalfont St Giles;
                            Amersham Museum, Amersham Old Town;
                            Chesham Museum, Chesham; and
                            Black and Langley Parks, near Iver Heath.


        Demand for Office Space in South Bucks and Chiltern Districts

15.70 Office uses are specified as main town centre uses within PPS6. This section does
        not provide a detailed economic capacity analysis for forecasts for office floorspace
        within the two Districts. However, it provides an overview of the potential scope to
        improve the office provision within the Districts’ town centres. The existing provision
        of offices (Class B1 and A2) within the main centres has been considered based on

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        Valuation Office land use information.     The assessment in this section seeks to
        identify the contribution designated centres could play in terms of accommodating
        new business/office development.

15.71 The Chiltern District provides employment for about 32,200 people, while the South
        Bucks District provides employment for about 29,200 people (Annual Business
        Inquiry 2005). Data from the ODPM suggests that in Chiltern District approximately
        24% of the workforce (about 8,000 people) are employed in the commercial office
        sector, while in South Bucks this is slightly higher at approximately 30% (about 9,000
        people).     In terms of commuting, Chiltern District is a net exporter of labour with
        approximately 22,000 daily out commuters compared with less than 12,000 daily in
        commuters. South Bucks District is almost in equilibrium in terms of commuters. It
        has about 19,000 daily out commuters and a comparable number of in commuters
        (2001 Census).

15.72 Within both Districts the main office locations are concentrated in the District Centres
        of Beaconsfield, Gerrards Cross (South Bucks), Amersham, Chalfont St Peter and
        Chesham (Chiltern). There are a number of out-of-centre business estates within the
        two Districts, e.g. The Ridgeway Trading Park (near Iver), Bison and Court Lane
        industrial estates (Iver), Broadwater Park and Uxbridge Business Park (Denham),
        Sefton Park (Stoke Poges) and Wexham Springs (Wexham) in South Bucks.                 In
        Chiltern the business estates include the Fairview Estate, the Corinium Estate and
        the St Georges Estate around Amersham and the Chiltern Commerce Centre, the
        Alma Road Industrial Estate and the Howard Industrial Estate around Chesham. Also
        near Chesham is the partially complete Chess Business Park development, the first
        phase, which is complete, comprises largely of industrial/warehouse units, the second
        phase, which is partially complete, will comprise five office units and further
        industrial/warehouse units.

15.73 South Bucks District has 228,000 sq m of commercial floorspace (ODPM), of which
        61% is B1/A2 office floorspace (140,000 sq m), about 16 sq m per employee (based
        on 9,000 employees).      Chiltern District also has approximately 228,000 sq m of
        commercial floorspace, of which 57% is B1/A2 office floorspace (130,000 sq m), also
        approximately one employee per 16 sq m.         In both Districts the majority of office
        floorspace (Use Classes B1 and A2) is located outside the main centres based on
        ODPM data. The in-centre proportions are 22% in South Bucks and 30% in Chiltern
        District, as follows.

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         Centre                    B1 Office Floorspace Sq M      A2 Office Floorspace Sq M
         Beaconsfield                         8,490                          3,100
         Burnham                              5,020                           850
         Gerrards Cross                      12,070                          1,670
         South Bucks Total                   25,580                          5,620
         Amersham                            18,450                          3,080
         Chalfont St Peter                    4,970                           n/a
         Chesham                             13,110                          2,780
         Chiltern Total                      36,530                          5,620



15.74 Jobs density is a new labour demand indicator for local areas. In areas with high jobs
        densities demand exceeds supply leading to inward commuting. Conversely, in areas
        with low job densities supply exceeds demand, leading to outward commuting,
        unemployment or economic inactivity. The job density ratio for South Bucks is 0.92
        (ONS, 2005).        This job density reflects the fact that South Bucks is almost in
        equilibrium in terms of commuters, being a slight exporter of labour. The job density
        for Chiltern is 0.77, reflecting the fact that Chiltern exports proportionately more
        labour than South Bucks. The job densities for the South East Region and the United
        Kingdom are stated as 0.88 and 0.84 respectively.        The densities in South Bucks
        and Chiltern are broadly consistent with the national and regional figures.

15.75 Business density statistics detail the number of business per thousands population,
        which is a good indicator of enterprise activity in an economy. South Bucks has
        3,870 businesses registered for VAT and 60.9 businesses per 1000 population, while
        Chiltern has 4,665 businesses registered for VAT and 51.9 businesses per 1000
        population (Source: DTI Small Business Service and ONS 2005 midyear population
        estimates).

15.76 The focus for the office market in both Districts seems to be outside the main centres.
        Given the limited extent of the office market within Chiltern and South Bucks, it is not
        possible to accurately project the likely requirement for additional office floorspace
        within the main centres. The proportion of commercial floorspace (Class A1 to A5
        and B1) within the main centres devoted to office use (Class A2 and B1) varies as
        follows: Beaconsfield - 41%, Burnham - 56%, Gerrards Cross - 50%, Amersham -
        53%, Amersham Old Town - 22%, Chalfont St Peter - 39% and Chesham - 40%.

15.77 The above analysis suggests it may be reasonable to expect mixed use commercial
        town centre developments on average to include about 30% B1/A2 office floorspace.

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        Conclusions on Leisure and Other Town Centre Uses

15.78 Both the South Bucks and Chiltern Districts have a limited selection of commercial
        leisure, entertainment and cultural facilities, but this reflects the relatively small and
        dispersed catchment population of the main towns in the Districts.            In terms of
        sustainability (i.e. trip lengths and the use of cars) it would be beneficial for residents
        in the two Districts to undertake more leisure activities within their local area.
        However, the proximity of major leisure facilities in these surrounding Districts will
        limit the catchment area and potential for major leisure facilities within the South
        Bucks and Chiltern Districts, and as a result some types of leisure use may not be
        viable in the two Districts.   Residents in the two Districts have relatively good access
        to major leisure, entertainment and cultural facilities in surrounding centres,
        particularly in Hemel Hempstead, Watford, Aylesbury, High Wycombe, Maidenhead,
        Slough and Uxbridge. The two Districts fall within the catchment areas of these larger
        centres, which will limit the potential for commercial leisure and entertainment
        facilities.

15.79 There is theoretical scope for a small cinema, bingo club and health club facilities in
        either District, if a higher share of admissions can be achieved. However, we do not
        believe there is an over-riding need to allocate sites for these uses, because these
        uses may be unviable. The likely operator demand for a new cinema and bingo
        facility is particularly doubtful due to the limited catchment population of the main
        towns in both Districts. Residents have good access and a choice of these leisure
        uses in nearby towns and the need to travel (if occasional trips) to leisure facilities is
        not excessive.


15.80 Future town centre development should provide additional space for these uses as
        well as Class A1 retail. As an average mixed use town centre development schemes
        could include 40% non-Class A1 commercial space, e.g. at least 10% for Class A3 to
        A5 uses and 30% for B1/A2 offices.




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16.0    SCOPE FOR ACCOMMODATING GROWTH


        Floorspace Projections

16.1    The floorspace projections set out in the previous sections assume that new
        shopping/leisure facilities within the two Districts can maintain most of their current
        market share of expenditure within the study area, and in certain circumstances
        improve market share following the implementation of proposed commitments (e.g. at
        Gerrards Cross). There are a number of issues that may influence the scope for new
        floorspace and the appropriate location for this development, as follows:

               major retail developments in competing centres, such as High Wycombe;

               the re-occupation of vacant floorspace within centres;

               the reliability of long term expenditure projections, particularly after 2016;

               the effect of Internet/home shopping on the demand for retail property;

               the acceptability of higher than average trading levels;

               the level of operator demand for floorspace in the two Districts, bearing in mind
               the proximity of larger centres (e.g. High Wycombe and Slough);

               the potential impact new development may have on existing centres.


        Options Considered

16.2    Bearing the above issues in mind a number of options will need to be considered
        when reviewing potential new development sites. The projections include short term
        floorspace figures up to 2011. The development strategy could seek to address only
        this short term need as the priority. However, PPS6 suggests local authorities should
        seek to identify sites to meet the need for new floorspace for at least 5 years (i.e.
        2012/2013).

16.3    The long term floorspace projections shown in the previous sections (i.e. 2021 and
        2026) should be treated with caution and should only be used as a broad guide,
        particularly when translated into the development plan allocations or when used to
        guide development control decisions. Long term forecasts may be subject to change
        due to unforeseen circumstances. Projected surplus expenditure is primarily
        attributable to projected growth in spending per capita. If the growth in expenditure is
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        lower than that forecast then the scope for additional space will reduce. Long term
        projections should be monitored and kept under-review. We recommend that both
        Councils should seek to identify sites capable of meeting the floorspace projections
        up to 2016.

16.4    The expenditure projections in this study exclude non-retail business home shopping,
        because special forms of trading has been excluded. The study assumes that special
        forms of trading will increase in the future, including the growth of internet shopping.
        However, the impact of Internet growth on the demand for retail floorspace is unclear.
        Some retailers’ home delivery and Internet services utilise existing stores rather than
        warehouses, for example Tesco Direct.       Therefore, Internet sales will not always
        significantly reduce the demand for shop floorspace. In addition, some of the growth
        in Internet sales may divert trade away from mail order companies rather than retail
        operators. Overall the impact of home shopping on expenditure projections is
        uncertain.

16.5    The quantitative and qualitative assessment of the potential capacity for new retail
        floorspace within the previous sections suggests that there is scope for new retail
        development within both Districts, over and above existing commitments.            This
        section examines the opportunities for accommodating this projected growth and
        assesses potential opportunities to accommodate this floorspace.


        Accommodating Future Growth

16.6    The sequential approach suggests that town and district centre sites should be the
        first choice for retail and leisure development, which is supported by policies within
        the emerging South East Plan.         The ability of the five main District Centres
        (Amersham, Chalfont St Peter, Chesham, Beaconsfield and Gerrards Cross), as the
        preferred locations for retail and leisure development, needs to be carefully
        considered, particularly for development which may have a relatively large catchment
        area. The potential to improve and enhance the role of Burnham and Iver centres
        has also been considered.

16.7    The draft Regional Spatial Strategy suggests that major development (10,000 sq m
        gross or more) should be accommodated in the primary and secondary regional
        centres, which implies that only developments under 10,000 sq m should be
        promoted in Chiltern and South Bucks Districts. In considering this important issue
        the following factors should be assessed.
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             What is the locational area of need the development seeks to serve and what
             existing centre in the two Districts could potentially fulfil the identified area of
             need?

             Is the nature and scale of development likely to serve a reasonably wide
             catchment area e.g. a large part of either District, if so it should be located in one
             of the five main district centres?

             If the development has a reasonably wide catchment area, is a site available in
             the district centres including vacant premises and will this site meet the identified
             need?

             If the development has a more localised catchment area, is a site available in a
             designated local centre and will this site meet the identified need?

16.8    Some forms of retail or leisure facilities which serve more localised catchment areas
        may be more appropriate within local centres, rather than the main district centres.
        However, all development should be appropriate in terms of scale and nature to the
        centre in which it is located.

16.9    The existing stock of premises may have a role to play in accommodating projected
        growth. The retail capacity analysis in this report assumes that existing retail
        floorspace can, on average, increase its turnover to sales floorspace densities. A
        growth rate of 1.5% per annum is assumed for comparison floorspace and 0.3% for
        convenience floorspace. The adoption of these growth rates represents a balanced
        approach. The floorspace projections reflect these assumptions. In addition to the
        growth in sales densities, vacant shops could help to accommodate future growth.

16.10 There were only 15 vacant shop units within the three district centres in Chiltern
        District, a vacancy rate of about 4%, which is below the Goad national average
        (10%).     There were a further 18 vacant units in the six designated local centres
        Chiltern District, a vacant rate of about 8%.

16.11 In South Bucks there were 14 vacant units in the two district centres, a vacancy rate
        of 6%. Within the other centres in South Bucks District there were 24 vacant units, a
        vacancy rate of just under 10%.

16.12 Vacant premises within the two Districts could help to accommodate growth.
        However there appears to be limited scope to accommodate growth in four of the
        district centres where the vacancy rate is low (Amersham, Chesham, Chalfont St
        Peter and Beaconsfield). All centres will have a certain level of vacant floorspace at
        any given time because this reflects the natural churn of occupiers.          A minimum
        vacancy rate of about 5% is probably a realistic target.
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16.13 If the current vacancy rate fell from 8% to 5% in Chiltern’s local centres (i.e. the
        reoccupation of 6 vacant properties) could accommodate about 500 sq m gross of
        retail space (about 80 sq m gross per unit).

16.14 In South Bucks, if the current vacancy rate fell from 9% to 5% in all centres (excluding
        Beaconsfield district centre) then the reoccupation of 17 vacant properties could
        accommodate at about 1,400 sq m gross of retail space (about 80 sq m gross per
        unit).


        Potential Development Opportunities

16.15 A review of potential development sites has been undertaken in the five district
        centres in the two Districts and Burnham and Iver. Sites in each centre have been
        evaluated, in terms of their implications on the scope and need for additional retail
        and leisure facilities, and have been assessed against the following factors:

             existing land uses and availability, categorised as follows:

              - short term – up to 2011;

              - medium term – 2011 to 2016

              - long term - likely to be completed after 2016;

             commercial potential for retail/leisure development and the most likely form of
             development, categorised as follows:

              - prime site - likely to attract a developer and occupiers;

              - secondary site – which may generate limited demand or only demand for a
                                 specific kind of use.

             potential scope to accommodate additional retail/leisure floorspace (net increase),
             categorised as follows:

              - small scale - up to 1,000 sq m gross floorspace;

              - medium scale – 1,000 to 2,500 sq m gross floorspace;

              - large scale - over 2,500 sq m gross floorspace;

                 potential development constraints; and

                 possible alternative uses.


16.16 The overall development prospects of each opportunity, taking on board all of the
        factors listed above, has been categorised as follows:
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             Good - development sites that have good prospects for providing additional
             retail/leisure floorspace, and should be considered for implementation in the short
             to medium term;

             Reasonable - development sites which are well located and may provide potential
             for additional floorspace, although obstacles to development will need to be
             overcome, but implementation may only be achieved in the long term; and

             Poor - development sites that may be unattractive or unsuitable for retail or leisure
             development where their delivery is very uncertain.


16.17 This overall rating is based on an initial evaluation for each site. The level of analysis
        undertaken at this stage is limited, i.e. detailed appraisals of development constraints,
        land ownership and potential development costs have not been undertaken. More
        detailed examinations of each site will need to be undertaken before sites can be
        brought forward for development or ruled out as viable options. The evaluations
        undertaken for each opportunity are not detailed planning appraisals and they do not
        imply that planning permission should be granted or refused for retail/leisure
        development on any site. However, the evaluation is expected to identify potentially
        suitable development opportunities that may be worthy of further consideration by the
        respective Council.      This evaluation provides a framework within which the two
        Councils can consider the implementation of a development strategy for the centres
        in their Districts.


        Evaluation of Potential Development Sites in Chiltern District

16.18 Each opportunity site identified has been evaluated based on the factors listed earlier
        in this section.      An assessment of each site is provided in Appendix G, and is
        summarised in Table 16.1.

16.19 Within the three district centres in Chiltern 13 potential development opportunities
        have been identified, 6 in Amersham (including Old Amersham), 5 in Chesham and 2
        in Chalfont St Peter. Of which 10 sites have reasonable to good potential to deliver
        additional retail/leisure floorspace.

16.20 The priority should be to seek to accommodate the need for new development in the
        short to medium term (up to 2016). As indicated in Section 13, the projection for retail
        floorspace in Chiltern District as a whole is up to 7,100 sq m gross up to 2016 (split
        2,700 sq m for convenience retail and 4,400 for comparison retail). It may also be
        reasonable to expect up to a further 15% floorspace to be devoted to other non-retail
        Class A uses (Classes A2 to A5), which would produce total floorspace projection of
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        8,200 sq m gross by 2016.


Table 16.1:      Chiltern District Site Evaluation Summary

Site                                  Potential Scale           Potential          Overall
                                      Retail/Leisure           Availability     Development
                                       Development                                Potential
Amersham
AM1 Perry’s Garage/BT Exchange             Medium              Medium/Long     Reasonable/Poor
AM2 Rickmansworth Road Car park            Medium                 Short             Poor
AM3 East Building Supplies                  Large              Short/Medium      Reasonable
AM4 Sycamore Road/Woodside Road            Medium              Medium/Long       Reasonable
AM5 PO Sorting Office                       Small                Medium             Good
AM6 B&M Motors/Public Car Park              Large              Short/Medium         Good
Chesham
CHES1 Red Lion Street                      Small                  Short          Reasonable
CHES2 Darvell’s Bakery                     Small               Medium/Long          Good
CHES3 Youth Centre                      Small/Medium           Medium/Long       Reasonable
CHES4 Coal Yard                            Small               Short/Medium         Good
CHES5 BT Exchange/Station Road            Medium               Medium/Long     Reasonable/Poor
Chalfont St Peter
CHAL1 Library/Ambulance Station             Small              Medium/Long        Reasonable
CHAL2 Verdict Aerospace                    Medium              Medium/Long        Reasonable


16.21 Based on current market shares, the retail capacity assessment suggests that most
        (4,400 sq m gross) of this floorspace should be accommodated within Chesham
        District Centre, with about 2,500 sq m gross in Amersham, 600 sq m gross in
        Chalfont St Peter and 700 sq m gross in local centres. However, there may be some
        potential to redistribute floorspace potential subject to the availability of suitable
        development opportunities.

16.22 Short to medium term opportunities in Chesham district centre (four sites – CHES 1,
        CHES2, CHES3 and CHES4) are perhaps only capable of accommodating around
        2,500 sq m gross of Class A1 to A5 floorspace, and would only meet 35% of the
        District wide projection (7,100 sq m gross by 2016).

16.23 Amersham (including Old Amersham) may have more short to medium term potential,
        with four potential development sites that could deliver 8,000 sq m gross or more, and
        could therefore meet the entire district wide projection up to 2016.

16.24 The two identified sites in Chalfont St Peter could accommodate a further 2,000 sq m
        gross. Therefore, in total short to medium term sites in the three main centres could
        accommodate over 12,500 sq m gross.

16.25 The priority sites for that should be considered for allocation for town centre uses are:
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               East Building Supplies, Amersham (AM3);
               Sycamore Road/Woodside Road, Amersham (AM4);
               PO Sorting Office, Amersham (AM5);
               Red Lion Street, Chesham (CHES1);
               Darvell’s Bakery, Chesham (CHES2);
               Youth Centre, Chesham (CHES3);
               Coal Yard, Chesham (CHES4);
               Library/Ambulance Station, Chalfont St Peter (CHAL1); and
               Verdict Aerospace, Chalfont St Peter (CHAL1).

  16.26 The Council needs to investigate the potential availability of these sites with land
          owners, and determine whether they are likely to become available for redevelopment
          by 2016. The potential allocation of these sites will need to be considered in the
          emerging Site Allocations DPD.


          Evaluation of Potential Development Sites in South Bucks District

  16.27 Again each opportunity site identified has been evaluated based on the factors listed
          earlier in this section. An assessment of each site is provided in Appendix G, and is
          summarised in Table 16.2.


  Table 16.2:      South Bucks District Site Evaluation Summary

Site                                      Potential Scale          Potential             Overall
                                          Retail/Leisure          Availability        Development
                                           Development                                  Potential
Beaconsfield
BEA1 ATS Euromaster                           Small              Short/Medium             Good
BEA2 Revolution Public House                 Medium              Short/Medium             Good
BEA3 Car Park/Burkes Rd/Gregories Rd       Medium/Large          Short/Medium        Reasonable/Good
BEA4 Mercedes Benz Car Sales                  Large                  Long              Reasonable
Gerrards Cross
GER1 AA Fisher/Car Park                        Small             Medium/Long            Reasonable
GER2 BT Exchange/Car Showroom                 Medium             Medium/Long            Reasonable
GER3 Graysheen Garage                          Small             Short/Medium           Reasonable
Burnham
BURN1 Industrial Site/Car Park             Medium/Large          Short/Medium        Reasonable/Good
BURN2 Britannia Foundry                      Medium              Medium/Long           Reasonable
Iver
IVER1 South of High Street                 Small/Medium          Short/Medium              Good


  16.28 Within the two district centres and Burnham and Iver in South Bucks, 10 potential
          development opportunities have been identified, 4 in Beaconsfield, 3 in Gerrards
          Cross, 2 in Burnham and 1 in Iver.        Of which 8 sites have reasonable to good
          potential to deliver additional retail/leisure floorspace in the short to medium term.


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16.29 The priority should be to seek to accommodate the need for new development in the
        short to medium term (up to 2016). As indicated in Section 14, the projection for retail
        floorspace in the South Bucks District as a whole is 5,700 sq m gross up to 2016 (split
        2,100 sq m for convenience retail and 3,600 for comparison retail). It may also be
        reasonable to expect a further 15% floorspace to be devoted to other non-retail Class
        A uses (Classes A2 to A5), which would produce total floorspace projection of 6,500
        sq m gross by 2016.

16.30 Based on current market shares, the retail capacity assessment suggests that most
        (about 58%) of this floorspace should be accommodated within Beaconsfield district
        centre, with only about 6% in Gerrards Cross (over and above the Tesco
        commitment) and 36% in other centres. However, there may be some potential to
        redistribute floorspace potential subject to the availability of suitable development
        opportunities.

16.31 Short to medium term opportunities in Beaconsfield district centre (three sites –
        BEA1, BEA2 and BEA3) are capable of accommodating between 3,000 to 5,000 sq m
        gross of Class A1 to A5 floorspace, and could meet 46% to 77% of the District wide
        projection (6,500 sq m gross by 2016).

16.32 Gerrards Cross has limited potential, perhaps only 1,500 sq m gross in the short to
        medium term (two sites GER 1 and GER3).

16.33 The two identified sites in Burnham could accommodate up to 4,500 sq m gross. The
        opportunity in Iver could accommodate up to 1,000 sq m gross. Therefore, in total
        short to medium term sites in the four main centres could accommodate up to 12,000
        sq m gross.

16.34 The priority sites that should be considered for allocation for town centre uses or
        further investigation are:

             ATS Euromaster, Beaconsfield (BEA1);
             Revolution Public House, Beaconsfield (BEA2);
             Car Park/Uses on Burkes Road/Gregories Road, Beaconsfield (BEA3);
             AA Fisher/Public Car Park, Gerrards Cross (GER1); and
             Graysheen Garage, Gerrards Cross (GER1).

16.35 The Council needs to investigate the potential availability of these sites with land
        owners, and determine whether they are likely to become available for redevelopment


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        by 2016. The potential allocation of these sites will need to be considered in the
        emerging Site Allocations DPD.




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17.0    DEFINING THE NETWORK OF CENTRES


        Introduction

17.1    This section defines and assesses the existing network of District and Local centres
        in Chiltern and South Bucks Districts, and makes future recommendations for the
        future designation of centres within development plans.


        Major Shopping Centres in Chiltern, South Bucks and the Surrounding Area

17.2    Chiltern and South Bucks districts are served by a number of District and Local
        Centres, and the main District and Local Centres are shown on Plan 3 in Appendix A.

17.3    The larger town centres of Amersham and Chesham in Chiltern District, and
        Beaconsfield and Gerrards Cross in South Bucks District all primarily serve a local
        catchment area (as shown on Plan 2 Appendix A), and have limited draw beyond the
        respective district boundaries, as suggested by the household survey results shown
        in Appendix F and summarised in Section 3 .

17.4    There are a number of larger competing centres in the area surrounding Chiltern and
        South Bucks districts. The main competing centres are High Wycombe to the west of
        both districts; Slough to the south of South Bucks district, both of which are Primary
        Regional Centres as defined in the Draft South East Plan. High Wycombe draws
        trade from both districts, whilst Slough’s catchment extends across South Bucks
        district. Other competing centres include: Aylesbury to the north west; Hemel
        Hempstead to the north east; Watford to the east of Chiltern District and Uxbridge to
        the east.

17.5    The household survey results demonstrate the complex network of centres in the sub-
        region and over-lapping catchment areas. The survey results suggest:

               Amersham and its primary catchment area falls within the sphere of influence of
               Watford, and to a lesser extent Chesham, Beaconsfield and High Wycombe.
               The West End in London also attracts a reasonable amount of trade from
               Amersham, perhaps due to high levels of commuting. Amersham Old Town,
               Little Chalfont and Chalfont St. Giles fall within Amersham’s primary catchment
               area;

               Chesham and its primary catchment area falls within the sphere of influence of
               Hemel Hempstead and Watford, and to a lesser extent Amersham, Aylesbury
               and High Wycombe;
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               Chalfont St. Peter’s primary catchment area falls within the sphere of influence
               of Uxbridge, and to a lesser extent Amersham, Gerrards Cross, Watford and
               High Wycombe. The West End in London also attracts a reasonable amount of
               trade from Chalfont St. Peter, again due to high levels of commuting;

               The Local Centres in Prestwood, Holmer Green and Great Missenden, fall
               outside the primary catchment areas of Amersham and Chesham. These
               settlements fall within the sphere of influence of High Wycombe and Aylesbury;

               Beaconsfield and its primary catchment area falls within the sphere of influence
               of High Wycombe and Uxbridge, and to a lesser extent Watford and Amersham.
               Beaconsfield Old Town falls within the same primary catchment area;

               Gerrards Cross and its primary catchment area falls within the sphere of
               influence of Uxbridge, and to a lesser extent Amersham, Chalfont St. Peter,
               Slough and High Wycombe. The West End in London also attracts a
               reasonable amount of trade from Gerrards Cross, again due to high levels of
               commuting;

               Denham Green falls outside the primary catchment areas of the District Centres
               in South Bucks and Chiltern. It falls within the sphere of influence of Uxbridge,
               and to a lesser extent Watford and Rickmansworth;

               Iver also falls outside the primary catchment areas of the District Centres in
               South Bucks and Chiltern. It falls within the sphere of influence of Uxbridge and
               Slough;

               Farnham Common falls within the sphere of influence of Slough, and to a lesser
               extent Beaconsfield; and

               Burnham falls outside the primary catchment areas of District Centres in South
               Bucks. It falls within the sphere of influence of Slough, and to a lesser extent
               Maidenhead and Windsor.



17.6    Residents in both Chiltern and South Bucks districts have relatively good access to
        larger centres by road. And in some cases rail. Within Chiltern, there is good rail
        access from Amersham, Chesham, Great Missenden and Little Chalfont to Aylesbury
        and London. Within South Bucks, there is good rail access from Beaconsfield,
        Denham and Gerrards Cross to High Wycombe and London; whilst Burnham, Iver
        and Taplow stations are on the London to Reading line, which also gives access to
        Slough and Maidenhead.

17.7    Javelin’s UK Shopping Index 2006 provides an index of shopping centres on the
        basis of a weighted score for multiple retailers represented in each centre. Javelin’s
        rank for centres in South Bucks and Chiltern Districts and surrounding areas is shown
        in Table 17.1.      This table also outlines the relevant Regional Spatial Strategy
        designation for each centre in the right hand column. The South East plan does not
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        identify centres below Secondary Regional Centre level, and the East of England
        Plan only defines Regional Centres and Major Town Centres. However, the London
        Plan identifies District Centres.


        Table 17.1: Javelin’s Venuescore Shopping Index (2006)

         Venue                    MHE Index Score       Rank            RSS Designation

         London Oxford Street               297           11          International Centre
         Reading                            270           13        Primary Regional Centre
         Watford                            204           40            Regional Centre
         Slough                             188           54        Primary Regional Centre
         Uxbridge                           161           85              Major Centre
         Aylesbury                          149          104        Primary Regional Centre
         High Wycombe                       139          116        Primary Regional Centre
         Windsor                            136          126       Secondary Regional Centre
         Hemel Hempstead                    133          137           Major Town Centre
         Maidenhead                         101          211       Secondary Regional Centre
         Hayes                               56          425             District Centre
         Ruislip                             49          483             District Centre
         Amersham                            35          679                   n/a
         Chesham                             33          719                   n/a
         Cippenham, Slough                   29          820                   n/a
         Marlow                              28          850                   n/a
         Beaconsfield                        25          947                   n/a
         Rickmansworth                       20         1,173                  n/a
         Berkhamsted                         19         1,229                  n/a
         West Drayton                        19         1,229            District Centre
         The Bishop Centre                   17         1,357                  n/a
         Tring                               16         1,427                  n/a
         Langley, Slough                     14         1,619                  n/a
         Abbotts Langley                     11         1,946                  n/a
         Gerrards Cross                      10         2,071                  n/a

        Source: Javelin 2006, South East RSS, London Plan and East of England RSS


17.8    Reading is ranked 13th in the country and is the third highest ranked centre in the
        South East region as a whole. Watford, Slough and Uxbridge are also within the top
        100 centres in Great Britain, consistent with their Regional Spatial Strategy
        designations (Regional Centres). These centres are at the top of the regional
        hierarchy. Aylesbury and High Wycombe are also major centres which are expected
        to improve following major town centre developments.      Windsor, Hemel Hempstead
        and Maidenhead are the next tier of centres in the hierarchy, with a Venuescore
        significantly below the top tier centres.

17.9    Of the centres within the two Districts, Amersham is ranked highest at 679th, followed
        by Chesham at 719th and Beaconsfield at 947th.            These centres are ranked
        significantly below Hemel Hempstead, Maidenhead and Windsor, which are second

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        tier centres within the regional hierarchy (i.e. Secondary Regional Centres or Major
        Town centres).      This implies that Amersham, Beaconsfield and Chesham are third
        tier centres in the hierarchy/network of centres.

17.10 The Bishop Centre in Taplow (1,357) and Gerrards Cross (2,071) are ranked lower
        than these three centres. The other smaller District Centres (i.e. Chalfont St. Peter
        and Burham) in Chiltern and South Bucks will have a Venuescore of less than 10 and
        are therefore not listed in the top 2,200 centres across the UK.       Other local centres
        within the two Districts also are too small to be included in Javelin’s index.


        The Designation of Shopping Centres

17.11 PPS6 indicates that local planning authorities should adopt a positive and proactive
        approach to planning for the future of the centres within their areas, whether planning
        for growth, consolidation or decline. Local planning authorities are expected to set out
        a vision and strategy for the pattern and hierarchy of centres, including local centres,
        within their area. This strategy should set out how the role of different centres will
        contribute to the overall vision for their area.

17.12 The sequential approach indicates that town, district and local centres are the
        preferred location for the main town centre uses including retail and leisure
        development. Some forms of development may be more appropriate in smaller
        centres, if there are localised areas of deficiency. The key issues are the nature and
        scale of retail/leisure development proposed and the catchment area the
        development seeks to serve. Development should normally be consistent in terms of
        scale and nature with the character and role of the nearest centre. Therefore,
        development plan policies should provide clear advice in this respect.

17.13 PPS6 suggests that local authorities should adopt policies that enable town, district
        and local centres to meet the needs of residents in their area. The distinction between
        town, district and local/village centres is important when applying the sequential
        approach. The sequential approach indicates that the first preference for new
        developments should be within centres followed by edge-of-centre sites in town and
        district centre locations. Out of centre sites are last in the order of preference.

17.14 The current Chiltern District Local Plan defines Chesham, Amersham-on-the-Hill and
        Chalfont St Peter as District Centres, and Amersham Old Town, Great Missenden,
        Little Chalfont, Chalfont St Giles, Prestwood and Holmer Green as Local Centres.

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17.15 In South Bucks, the current Local Plan defines Beaconsfield New Town and Gerrards
        Cross as District Centres, and Beaconsfield Old Town, Burnham, Farnham Common
        and Iver as Local Shopping Centres. Policy S3 of the Local Plan refers to
        Neighbourhood Shopping Areas which comprise two or more shops and are situated
        outside the District and Local Centres, but these centres are not identified within the
        plan.

17.16 There are no designated Town Centres in either District.

17.17 Annex A (Table 1) of PPS6 provides guidance on the designation and role of centres.
        It suggests that city centres are the highest level of centre and will often be a regional
        centre and will serve a wide catchment. Town centres are usually the second level of
        centre after city centres and, in many cases, they will be the principal centre or
        centres in a local authority’s area. In rural areas they are likely to be market towns or
        other centres of similar size and role which function as important service centres,
        providing a range of facilities and services for extensive rural catchment areas. In
        planning the futures of town centres, local planning authorities should consider the
        function of different parts of the centre and how these contribute to its overall vitality
        and viability.

17.18 PPS6 suggests that district centres will usually comprise groups of shops often
        containing at least one supermarket or superstore, and a range of non-retail services,
        such as banks, building societies and restaurants, as well as local public facilities
        such as a library. District centres are not defined within the Draft South East Plan
        (RSS). PPS6 states that local centres include a range of small shops of a local
        nature, serving a small catchment. Typically, local centres might include, amongst
        other shops, a small supermarket, a newsagent, a sub-post office and a pharmacy.
        Other facilities could include a hot-food takeaway and launderette.

17.19 PPS6 does not provide a definition of centres below local centres. However, the
        footnotes to Table 1 indicate that small parades of shops of purely neighbourhood
        significance are not regarded as centres for purposes of the policy statement. Based
        on the hierarchy of centres in PPS6, a summary of recommended definitions is set
        out in Table 17.2.




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        Table 17.2: Hierarchy of Centres

         Centre Classification       Definition/Comment
         Town Centres                Their attractiveness for retailing is derived from a mix of
                                     comparison and convenience shopping. Will include the
                                     principal centres within a local authority’s area.
         District Centres            As described in Annex A of PPS6. The primary role of these
                                     centres will be the provision of convenience shopping, services
                                     but with some comparison shopping serving a relatively
                                     localised catchment area or shopping of a specialist nature.
         Local Centres               As described in Annex A of PPS6 reasonably large centres of
                                     more than purely neighbourhood significance should be
                                     designated local centres.
         Local Parades               All other small local shopping parades should be designated as
                                     neighbourhood parades.


17.20 The Chiltern Local Plan adopted in 1997, and the South Bucks Local Plan adopted in
        1999, both predate the publication of PPS6. Neither plan provides a definition of the
        role or function of district, local centres or smaller parades.

17.21 The Urban Task Force’s Urban Renaissance Paper 1999, chaired by Lord Rogers,
        set out principles for sustainable settlements. It provides guidance adapted from the
        University of the West of England’s Sustainable Settlements Guide. It sets out
        catchment population estimates required to support different facilities, and the types
        of centres these facilities might be located. The extent of the catchment area of each
        type of centre is also provided, as shown in Table 17.3.


        Table 17.3: Urban Task Force Centre Criteria

         Type of centre          Extent of Catchment     Possible               Catchment
                                    Area (radius)        Facilities             Population
         City                          4-10 km           Stadium                City
                                                         Cathedral              City
                                                         City hall              City
                                                         Theatre                City
         Town or district               2-6 km           Sports centre          25,000 - 40,000
                                                         District centre        25,000 - 40,000
                                                         Library                12,000 - 30,000
                                                         Health centre           9,000 - 12,000
         Neighbourhood                 400-600m          Community offices      7,500
                                                         Community centre       7,000 - 15,000
                                                         Pub                    5,000 - 7,000
                                                         Post office            5,000 - 10,000
         Local hubs                    150-250m          Primary School         2,500 - 4,000
                                                         Doctor                 2,500 - 3,000
                                                         Corner shop            2,000 - 5,000




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17.22 The paper suggests that district centres should typically have a catchment area of two
        kilometres in radius (population 25,000 to 40,000), and should have larger
        shops/superstores,   a   health   centre,   church,   meeting   facility   and   library.
        Neighbourhood centres are expected to have a smaller catchment area, i.e. 400 to
        600 metres radius (about 10 minutes walk) and a catchment population of 5,000 to
        15,000. As minimum they will include a primary school, post office, pub, community
        centre and possibly a health centre and secondary school. Small local hubs have a
        smaller catchment area (150 to 250 metres – population 2,000 to 4,000) which
        represents a short walking distance (not more than 5 minutes) and may include a
        primary school.

17.23 A key issue is whether any of the district, local and neighbourhood centres within
        Chiltern and South Bucks should be reclassified from their current Local Plan
        designation. A summary of the District and Local Centre is shown in Table 17.4.


        Table 17.4: Summary of Centres in South Bucks and Chiltern

         Centre                      Current        Number of       Number of
                                   Designation       Outlets       Comparison
                                                                     Shops
         Chesham                  District Centre       158            68
         Amersham on the Hill     District Centre       145            71
         Beaconsfield             District Centre       116            62
         Gerrards Cross           District Centre       124            50
         Chalfont St Peter        District Centre       87             37
         Burnham                   Local Centre         77             19
         Amersham Old Town         Local Centre         58             32
         Beaconsfield Old Town     Local Centre         53             21
         Great Missenden           Local Centre         51             18
         Little Chalfont           Local Centre         49             16
         Farnham Common            Local Centre         36             13
         Chalfont St Giles         Local Centre         32             9
         Prestwood                 Local Centre         27             6
         Iver                      Local Centre         30             5
         Denham Green             Neighbourhood         17             4
                                  Shopping Area
         Holmer Green             Neighbourhood         15                3
                                  Shopping Area
         Richings Park            Neighbourhood         11                3
                                  Shopping Area
         Stoke Poges              Neighbourhood     Under Const.   Under Const.
                                  Shopping Area



17.24 In our view Amersham on the Hill, Beaconsfield, Chesham and Gerrards Cross
        provide facilities over and above the PPS6 definitions of district centres and could
        potentially fit the PPS6 description of town centres. These centres have over 100

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        commercial outlets (Class A1 to A5), including a range of convenience, comparison
        and service uses.     However, it is questionable as to whether the centres serve
        extensive catchment areas, as stated in the PPS6 definition. The four centres each
        serve a fairly localised area, particularly for comparison goods, with the nearby larger
        centres of Aylesbury, Hemel Hempstead, High Wycombe, Maidenhead, Slough,
        Uxbridge, Watford and Windsor exerting a strong influence over the catchment area
        shopping patterns.

17.25 Furthermore, there are few opportunities for significant expansion of any of these
        centres. Whilst the committed Tesco at Gerrards Cross will serve to improve the
        centre’s convenience function, it will primarily bring the provision of bulk food
        shopping facilities in line with that of Amersham, Beaconsfield and Chesham.

17.26 We therefore conclude that Amersham on the Hill, Beaconsfield, Chesham and
        Gerrards Cross, together with Chalfont St Peter should continue to be designated as
        District Centres.

17.27 Burnham Local Centre is a relatively large centre with over 70 commercial Class A1
        to A5 units, and is not dissimilar in size to Chalfont St Peter District centre. However,
        it lacks a food store large enough to attract main and bulk food shopping trips, and it
        has a more limited provision of comparison shops than the designated District
        Centres. The provision of a larger food store in the centre or a number of additional
        shop units could help to elevate the centre to District Centre status. At present we
        believe Burnham should continue to be designated a local centre.

17.28 The Bishop Centre is an anomaly.          In terms of the amount of comparison retail
        floorspace it could be designated as a district centre, but it does not have a broad mix
        of uses usually found within district centres, nor does it have the same level of public
        transport accessibility found in town centres. It currently functions as an out-of-centre
        retail park with a wide catchment area. There is no large food store within the centre.
        District centres normally have at least one large food store as suggested in PPS6.
        Based on its current format we do not believe that the Bishop Centre should be
        designated as a district or local centre. However if the range of facilities (retail and
        non-retail) was diversified and improvements to public transport linkages made, it
        could function as a traditional centre serving the Taplow local area and the west
        fringe of Slough urban area.



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17.29 The local centres of Amersham Old Town, Beaconsfield Old Town, Chalfont St Giles,
        Farnham Common, Great Missenden, Iver, Little Chalfont and Prestwood all appear
        to fit the PPS6 definition of local centres, with a good range of local shops and
        services.     These centres should not be elevated to district centre status, unless
        significant commercial development is implemented within the centres. Denham
        Green, although smaller than most of these centres, could also potentially be
        designated as a local centre. For example Denham Green contains a small range of
        convenience and comparison units including a pharmacy, butcher and greengrocer,
        off-license, newsagent and post office, as well as several service units. Furthermore,
        there is the potential to better link the two existing retail parades in Denham Green,
        through the redevelopment of the vacant public house for retail uses.

17.30 The other centres in the two districts contain less than ten units, and have a limited
        amount of retail floorspace. These should be classed as neighbourhood centres or
        local parades.


        Table 17.5: Recommended Hierarchy of Centres

         Status                    Centre
         District centres          Amersham on the Hill
                                   Beaconsfield
                                   Chalfont St Peter
                                   Chesham
                                   Gerrards Cross
         Local centres             Amersham Old Town
                                   Burnham
                                   Beaconsfield Old Town
                                   Chalfont St Giles
                                   Farnham Common
                                   Great Missenden
                                   Iver
                                   Little Chalfont
                                   Prestwood
                                   Denham Green
         Local parades             All other small clusters of local shops (less than 10
                                   units)


17.31 The policy approach and strategic objectives for the centres within the hierarchy are
        set out in the recommendations at the end of this report.


        Defining Centre Boundaries and Retail Frontages

17.32 PPS6 indicates that local authorities should define the boundary of town and district
        centres. It states that for purposes of this policy statement, the “centre” for a retail
        development constitutes the primary shopping area. For all other main town centre
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        uses the “centre” should be regarded as the area embraced by the town centre
        boundary. The extent of the town centre should be defined on the Proposals Map.

17.33 PPS6 states that the Primary Shopping Area should be the defined area where retail
        development is concentrated (generally comprising the primary frontages and those
        secondary frontages which are contiguous and closely related to the primary
        shopping frontage). The extent of the primary shopping area should be defined on
        the proposals map. Smaller centres may not have areas of predominantly leisure,
        business and other main town centre uses adjacent to the primary shopping area,
        and therefore the town centre may not extend beyond the primary shopping area.
        Primary frontages are likely to include a high proportion of retail uses. Secondary
        frontages provide greater opportunities for a diversity of uses.


        Chiltern District

17.34 The adopted Chiltern District Local Plan (1997) sets out where new retail
        development should be located. Policy S1: Locations For Shopping Development
        Throughout the District states that:

                 “Shopping development will be concentrated in the District Shopping
                 Centres of Chesham, Amersham-on-the Hill and Chalfont St Peter and
                 the Local Shopping Centres of Great Missenden, Amersham Old
                 Town, Little Chalfont, Chalfont St Giles, Prestwood and Holmer Green
                 as defined on the Proposals Map.


17.35 The Council should continue to designate centre boundaries for District and Local
        Centres on the proposals map, where retail and other town centre uses will be
        concentrated.       However there is no need to designate separate primary shopping
        areas (made up of primary and secondary frontages) because the extent of the centre
        boundary does not extend beyond the primary shopping areas.

17.36 The adopted Chiltern District Local Plan encourages changes of use between, or to
        non-A1 use in District and Local Shopping Centres provided that the vitality and
        viability of the centre is not compromised. Details of the policies relating to change of
        use between or to non-A1 uses in the District and Local centres can be found in
        Section 2 of this report.     The analysis of district and local centres in this report
        indicate there is a continuing need to prevent the loss of Class A uses within defined
        centres.     PPS6 also suggests a predominance of Class A1 uses should be



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        maintained within primary shopping frontages.          We believe the Council should
        continue to designate Principal Shopping Frontages in the District Centres.


        Amersham-on-the-Hill District Centre

17.37 The review of Amersham-on-the-Hill’s district shopping centre boundary indicates
        there are two options for future policy. One option is to keep the current boundary, as
        in PPS6 terms this is seen as the Principal Shopping Area, within which all units
        would be referred to as ‘in-centre’ in sequential terms. The second option is to extend
        the district shopping centre boundary in order to encompass the other town centre
        uses of the library, Council Offices, the leisure centre, the station and the units on
        Sycamore Road currently outside the boundary. This would allow the Council more
        flexibility in permitting town centre uses within the wider centre area. It is suggested
        that Council consider whether to allocate Principal Shopping Frontage in Amersham-
        on-the-Hill district centre in order to protect retail uses.   We also believe that retail
        uses on Sycamore Road in Amersham on the Hill should also be protected, and
        should also be designated as Principle Shopping Frontage.


        Chalfont St Peter District Centre

17.38 Chalfont St Peter’s current District Shopping Centre boundary is similar to
        Amersham-on-the-Hill’s in that it encompasses the retail core of the centre, but not
        much beyond that. Again we suggest that the current boundary could be maintained,
        or extended to incorporate ‘other’ centre uses such as the library, the ambulance
        station and the place of worship and units on Church Lane. The Principal Frontages
        should be maintained within Chalfont St Peter district centre in order to protect retail
        and Class A uses.


        Chesham District Centre

17.39 In Chesham, the present District Shopping Centre boundary is similar to the others in
        Chiltern in that it incorporates Principal Shopping Frontage and contiguous frontages.
        In terms of PPS6 this would suffice as the Primary Shopping Area and could easily be
        maintained. An alternative option would be to extend the boundary to include the
        ‘other’ town centre uses of the theatre, the police station and other units on Broad
        Street, the library, the station and the units of Red Lion Street.          The Principal
        Shopping Frontages should be maintained within Chesham district centre in order to
        protect retail uses.
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        South Bucks District

17.40 The South Bucks Local Plan (1999) aims to limit the amount of shopping
        development outside of the District or Local Centres. Policy S6 states that out-of-
        centre shopping developments will only be allowed if:

                 they do not detract from the vitality and viability of existing centres;

                 there are no suitable town- or edge-of-centre sites available to accommodate
                 the development.

17.41 This policy is broadly in line with the sequential approach championed in PPS6, and
        we see no reason to change the premise of the policy, however, we suggest that it is
        directly linked to the centre inset area boundaries as shown on the proposals maps.

17.42 The South Bucks Local Plan (1999) seeks to control the amount of non-retail use
        (outside Class A1) within the two District Shopping Centres of Beaconsfield (New
        Town) and Gerrards Cross and the four Local Centres of Beaconsfield Old Town,
        Burnham, Farnham Common and Iver. Policies S1 and S2 set out the criteria for the
        introduction for non-shopping uses to the District and Local Centres respectively.
        Policy S1: District Shopping Centres states that:

                 ‘Proposals to the change of use of an existing shop unit to any other
                 use will only be permitted where:

                 a) the proposal would not result in a loss in the overall amount of
                    frontage given over to A1 retail uses within the primary shopping
                    frontages as defined on the proposal map centre insets;

                 b) the proposal would not result in a continuous frontage of more than
                    10 metres in non-A1 use within the primary shopping frontages;
                    and

                 c) the proposal would not result in a predominance of non-retail uses
                    within the secondary shopping frontages as defined on the
                    proposals map centre insets; and

                 d) the proposal would not involve the loss of A1 retail frontage on a
                    visually prominent site in the primary or secondary shopping
                    frontages;’

17.43 Policy S2: Local Shopping Centres states that:

                 ‘Proposals to change the use of an existing shop unit to any other use
                 will only be permitted where:


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                 a) the proposal would not result in the predominance of non-retail
                    uses in the Local Shopping Centre; and

                 b) the proposal would not result in a concentration of non-retail uses
                    within the Local Shopping Centre; and

                 c) the proposal would not involve the loss of an A1 retail frontage on a
                    visually prominent site in the Local Shopping Centre.


17.44 Policy S1 relating to primary frontage in Beaconsfield (New Town) and Gerrards
        Cross is also subject to a limit on not more than 10 metres in continuous non-retail
        uses.     Consistent with guidance in PPS6, these policies adopt a more flexible
        approach within the secondary frontages in Beaconsfield (New Town) and Gerrards
        Cross, and there seems no reason to change the approach.


        Beaconsfield (New Town) District Centre

17.45 The review of Beaconsfield’s (New Town) centre inset area boundary indicates there
        are no reasons, or options, to change the existing defined boundary as the centre is
        tightly surrounded by residential uses.       The Primary and Secondary Shopping
        Frontages should be maintained within Beaconsfield (New Town) town centre.


        Gerrards Cross District Centre

17.46 Gerrards Cross centre inset boundary should be maintained as existing. As with
        Beaconsfield (New Town) the centre is surrounded by residential uses, leaving little
        scope for expanding the centre boundary. The Primary and Secondary Shopping
        Frontages should be maintained within Gerrards Cross town centre.




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18.0    CONCLUSIONS AND RECOMMENDATIONS


        Introduction

18.1    This report provides district wide needs assessments for retail and commercial leisure
        uses in Chiltern and South Bucks local authority areas. It provides a guide to the
        shopping and leisure needs of the two districts up to 2011, 2016, 2021 and 2026.
        The principal conclusions and recommendations of the analysis contained within this
        study are summarised below.


        Meeting Shopping Needs in Chiltern and South Bucks Districts

18.2    Growth in expenditure should provide opportunities to improve the range and quality
        of shopping and leisure facilities within Chiltern and South Bucks Districts. Taking
        account of existing commitments there is limited potential for additional convenience
        and comparison shopping facilities within both Districts in the short term (up to 2011).
        Future planning policy and site allocations should seek, in line with PPS6, to identify
        opportunities to accommodate growth at least up to 2016.

18.3    Long term forecasts (beyond 2016) may be more susceptible to change, due to
        unforeseen circumstances. Projected surplus expenditure beyond 2016 is attributable
        to projected growth in spending per capita, extrapolated from short to medium term
        growth projections. If the growth in expenditure is lower than that forecast then the
        scope for additional space will reduce. Long term projections should be monitored
        and kept under review.

18.4    The floorspace projections shown in this report provide broad guidance. Meeting the
        projections between 2007 and 2016 is the priority, and longer term objections need to
        be monitored. All the projections should not be considered to be maximum/minimum
        limits or targets, particularly when translated into the development plan allocations or
        when used to guide development control decisions. Such floorspace limits should not
        inhibit competition between retailers when located within centres, subject to the
        consideration of scale and impact. However, if an out of centre proposal exceeds the
        floorspace projections then the need for the proposal and impact will need to be
        carefully considered.




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        The Need for New Shopping Development in Chiltern District


        Convenience Development

18.5    On the basis of the assumption that existing convenience retailers trade at
        reasonable average turnover levels, the quantitative capacity analysis indicates there
        is existing potential (in 2007) for further convenience goods floorspace within the
        District.   In particular the main large food stores (Tesco, Amersham, Waitrose and
        Sainsbury in Chesham) are trading significantly above their respective company
        average turnovers, based on the findings of the household survey.

18.6    However, there are a number of uncertainties relating to the implementation of Tesco
        food store proposals. Based on current information, it seems reasonable to assume
        Tesco will implement its planning commitment in Gerrards Cross, which will reduce
        food store development potential in Amersham and Chalfont St. Peter in particular.
        It also seems likely Tesco will open smaller Express stores in Amersham and Little
        Chalfont, which will further reduce expenditure capacity in these localities.       Given
        that these proposals are located in sustainable in-centre locations, the development
        strategy for the District should assume these stores will be implemented.          On this
        basis the projected convenience floorspace projections are shown in Table 18.1
        below.


        Table 18.1:         Chiltern Convenience Floorspace Projections 2007 to 2026

          Town/Location                         Additional Sales Floorspace Sq M Net

                                      Proposals       2007 - 2016    2016 - 2026         Total
                                                                                       2007-2026
          Amersham                        250             50            250               550
          Chesham                          0             1,350          150              1,500
          Chalfont St Peter                0              50            50                100
          Other                           150              0             0                150
          Total                           400            1,450          450              2,300



18.7    On the basis that the three Tesco stores will be implemented, the main priority for
        further convenience retail development in Chiltern in the period up to 2016 is
        Chesham, where about 1,350 sq m net (1,900 sq m gross) could be provided,
        increasing to about 1,400 sq m net (2,000 sq m gross) by 2021, and 1,500 sq m net
        (2,200 sq m gross) by 2026.




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18.8    This Chesham floorspace projection could be accommodated in extensions to
        existing stores, i.e. Sainsbury or Waitrose, but the physical potential for this appears
        unlikely, because both stores are on constrained sites. Alternatively a new medium
        sized supermarket could be developed.

18.9    In qualitative terms, we believe there will be no obvious area of deficiency in food
        store provision. The proposed Tesco store at Gerrards Cross will serve the south
        east of the District.     The projections suggest large food stores in Chesham may
        continue to trade significantly above average, even allowing for existing commitments
        and proposals.        Future development may be beneficial in reducing any in-store
        congestion at peak times. The floorspace projection for Chesham could be
        transferred to Amersham (but not Chalfont St. Peter), if no town centre development
        opportunities exist in Chesham, because the catchment areas of these two towns
        overlap.

18.10 The projections show no capacity for additional convenience floorspace in local
        centres because existing floorspace is estimated to be trading below its benchmark
        turnover, and therefore has potential to absorb growth in expenditure. This does not
        imply that no further development will be appropriate in local centres, particularly if
        there is a qualitative deficiency in a local area. Further development in local centres
        may help to reduce the outflow of expenditure from the District.


        Comparison Development

18.11 There is limited capacity to support new comparison floorspace in Chiltern District in
        the short term to 2011, primarily due to the implementation of major commitments in
        competing centres and the ability of existing floorspace to increase its turnover in the
        future. Comparison floorspace projections are shown in Table 18.2 below.


        Table 18.2:         Chiltern Comparison Floorspace Projections 2007 to 2026

          Town/Location                        Additional Sales Floorspace Sq M Net

                                     Commitments     2007 - 2016    2016 - 2026         Total
                                                                                      2007-2026
          Amersham                         0            1,100          1,500            2,600
          Chesham                          0            1,350           750             2,100
          Chalfont St Peter                0             350            550              900
          Other                            0             300            300              600
          Total                            0            3,100          3,100            6,200



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18.12 Comparison expenditure growth in the short to medium term up to 2016 could support
        about 3,100 sq m net (4,400 sq m gross) within Chiltern District as a whole. The main
        priorities for further comparison retail development in the period up to 2016 are:

             Amersham           - about 1,100 sq m net (1,600 sq m gross);
             Chesham            - about 1,350 sq m net (1,900 sq m gross);
             Chalfont St. Peter - about 350 sq m net (450 sq m gross);
             Other centres      - about 300 sq m net (400 sq m gross);


18.13 These projections take into account a reduction in Chiltern’s share of expenditure due
        to major development outside the District.       In our view the Strategy should seek to
        minimise the loss of trade to these developments, and the projections shown above
        should be viewed as minimum requirements to maintain the vitality and viability of
        centres within the District.

18.14 In the longer term (after 2016) scope for new comparison floorspace arises due to
        growth in expenditure.         There is scope for 6,200 sq m net (8,800 sq m gross)
        comparison floorspace within the District between 2007 and 2026.             However, we
        believe the Council should only seek to allocate sites necessary to accommodate
        floorspace projections up to 2016.

18.15 The strategic options for meeting the need for comparison retail development in
        Chiltern are as follows:

         Short Term (up to 2011)              Potential for small scale development (subject to
                                              PPS6 tests).
         Medium Term (2011 to 2016)           Opportunities for further medium to large scale
                                              expansion, primarily concentrated in the two
                                              District Centres, with scope arising for small scale
                                              development in other centres.
         Long Term (2016 to 2026)             Long term potential needs to be monitored and
                                              regularly updated.



18.16 Based on existing market shares the greatest identified capacity is within Chesham.
        However, there may be scope to redistribute comparison expenditure growth to other
        centres within the District, in particular Amersham. Development should normally be
        appropriate to the scale and function of existing centres unless the potential to
        enhance the role of a centre is identified i.e. development sites are available.




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        The Need for New Shopping Development in South Bucks District


        Convenience Development

18.17 The quantitative capacity analysis indicates there is currently potential (in 2007) for
        around 2,400 sq m net (3,400 sq m gross) of additional convenience goods
        floorspace within the District. However, most of this existing expenditure capacity will
        be absorbed by existing commitments, particularly Tesco at Gerrards Cross, and to a
        lesser extent development at Stoke Poges.             The post commitments convenience
        floorspace projection for the District is 1,700 sq m net (2,400 sq m gross) by 2016,
        increasing to 2,000 sq m net (2,800 sq m gross) by 2021 and 2,400 sq m net (3,400
        sq m gross) by 2026. In the short to medium term (up to 2016) the main priority for
        new development is Beaconsfield, 1,200 sq m net (1,700 sq m gross), where existing
        large food stores are expected to continue to trade significantly above average.
        However, the floorspace projection for Beaconsfield (1,200 sq m net) could be
        significantly reduced if both Tesco and Waitrose stores are implemented in Gerrards
        Cross. The floorspace projections without Waitrose are shown in Table 18.3.


        Table 18.3:         South Bucks Convenience Floorspace Projections 2007 to 2026

          Town/Location                            Additional Sales Floorspace Sq M Net

                                      Commitments        2007 - 2016    2016 - 2026         Total
                                                                                          2007-2026
          Beaconsfield                       0              1,200          250              1,450
          Gerrards Cross                   2,000             50            150              2,200
          Sainsbury nr Taplow                0              1,050          150              1,200
          Other                             350               0             0                350
          Total                            2,350            2,300          550              5,200



18.18 Most of the remainder of this floorspace projection relates to high trading levels at the
        Sainsbury store near Taplow.          However, any proposals to extend this store would
        need to be viewed in the context of shopping provision in Slough.         Improvements to
        food store provision in Burnham could help to relieve the high trading performance of
        this Sainsbury store. The projections show no capacity for additional convenience
        floorspace in local centres because existing floorspace is estimated to be trading
        below its benchmark turnover, and therefore has potential to absorb growth in
        expenditure.        This does not imply that no further development will be appropriate in
        local centres, particularly if there is a qualitative deficiency in a local area. Further
        development in local centres in the south of the District may help to reduce the

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        outflow of expenditure to Slough or Uxbridge, and this potential is not reflected in the
        floorspace projections above.

18.19 The development strategy for South Bucks District will be significantly affected by the
        implementation of the Tesco commitment and also the Waitrose proposal in Gerrards
        Cross. The projections suggest there is no need to promote further major
        convenience floorspace development in the short to medium term (up to 2016), until
        the implementation of the Tesco and Waitrose proposals in Gerrards Cross are
        confirmed.

18.20 There may be opportunities for small scale development elsewhere in the District, in
        the form of extensions to existing stores and small supermarkets or convenience
        stores.


        Comparison Development

18.21 In the short term (to 2011) there is limited capacity to support new comparison
        floorspace within South Bucks District, primarily due to the implementation of major
        commitments in competing centres and the ability of existing floorspace to increase
        its turnover in the future. Comparison floorspace projections are shown in Table 18.4.


        Table 18.4:         South Bucks Comparison Floorspace Projections 2007 to 2026

          Town/Location                         Additional Sales Floorspace Sq M Net

                                     Commitments      2007 - 2016    2016 - 2026         Total
                                                                                       2007-2026
          Beaconsfield                     0              550           2,600            3,150
          Gerrards Cross                  200             250           1,100            1,550
          Bishop’s Centre                  0              600            850             1,450
          Other                           150             550           1,550            2,250
          Total                           350            1,950          6,100            8,400


18.22 Comparison expenditure growth in the short to medium term up to 2016 could support
        about 1,950 sq m net (2,800 sq m gross) within South Bucks District as a whole, over
        and above commitments. An element of this projection (600 sq m net – 900 sq m
        gross) relates to the Bishop Centre near Taplow. This floorspace projection assumes
        the Bishop centre will maintain its market share of expenditure within the study area,
        and will continue to attract 40% of its trade from beyond the study area. If the nature
        of the retailing within the centre changes then its catchment area and trade draw will
        also change. The need for development at this location cannot be separated from the

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        wider need for development in Slough and Maidenhead, and the Bishop Centre may
        not be the most sequentially appropriate site for new comparison retail development.
        The floorspace attributed to the Bishop Centre cannot be redistributed to other parts
        of the District and the projections do not imply that 600 sq m net of additional
        floorspace will be appropriate in this location by 2016. Any proposals to expand or
        change the nature of retailing at the Bishop Centre will need to be carefully
        considered, and a more localised need, impact and sequential analysis incorporating
        and assessment of centres/facilities in Slough and Maidenhead will need to be
        undertaken.

18.23 Elsewhere in the District, the main priorities for further comparison retail development
        in the period up to 2016 are:

             Beaconsfield       - about 550 sq m net (800 sq m gross);
             Gerrards Cross     - about 250 sq m net (350 sq m gross); and
             Other centres      - about 550 sq m net (750 sq m gross).


18.24 The committed Tesco store at Gerrards Cross is expected to contain some
        comparison floorspace, which will absorb some capacity for comparison floorspace
        within Gerrards Cross, and this is taken into account in the projections above. These
        projections take into account a reduction in South Bucks share of expenditure due to
        major development outside the District.      In our view the Strategy should seek to
        minimise the loss of trade to these developments, and the projections shown above
        should be viewed as minimum requirements to maintain the vitality and viability of
        centres within the District.

18.25 In the longer term (after 2016) scope for new comparison floorspace arises due to
        growth in expenditure within the district. There is scope for 3,800 sq m net (5,400 sq
        m gross) of comparison floorspace within the District between 2007 and 2021, rising
        to 8,000 sq m net (11,500 sq m gross) by 2026. Again these projections include a
        significant amount of floorspace attributed to the Bishop Centre.     The long term
        projections, excluding the Bishop Centre, are 2,900 sq m net (4,100 sq m gross) by
        2021 and 6,600 sq m net (9,400 sq m gross) by 2026.




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18.26 The strategic options for meeting the need for comparison retail development in
        South Bucks are as follows:


         Short Term (up to 2011)           Implementation of committed development at
                                           Gerrards Cross and Stoke Poges. Potential for
                                           small scale development (subject to PPS6 tests).
         Medium Term (2011 to 2016)        Opportunities for further medium to large scale
                                           expansion, primarily concentrated in the two
                                           District Centres, particularly Beaconsfield. Scope
                                           for small scale development in other centres.
         Long Term (2016 to 2026)          Long term potential needs to be monitored and
                                           regularly updated.



18.27 Based on existing market shares the greatest identified capacity is within
        Beaconsfield.       However, there may be scope to improve comparison shopping
        provision at other centres by redistributing expenditure growth. Development should
        normally be appropriate to the scale and function of existing centres unless the
        potential to enhance the role of a centre is identified i.e. development sites are
        available.


        Commercial Leisure Development

18.28 The provision of leisure, entertainment and cultural facilities within both Districts is
        limited, but this reflects the limited size of the catchment areas of the main towns.
        Residents in the two Districts also have good access to major facilities in
        neighbouring towns, e.g. High Wycombe, Slough, Aylesbury and Hemel Hempstead.


18.29 There is theoretical scope for a small cinema, bingo club and health club facilities in
        either District, if a higher share of admissions can be achieved. However, we do not
        believe there is an over-riding need to allocate sites for these uses, because
        residents have good access and a choice of these leisure uses in nearby towns. The
        likely operator demand for a new cinema and bingo facility is doubtful due to the limit
        catchment population of the main towns in both Districts.


18.30 Future town centre development should provide additional space for these uses as
        well as Class A1 retail. As an average mixed use town centre development schemes
        could include 40% non-Class A1 commercial space, e.g. at least 10% for Class A3 to
        A5 uses and 30% for B1/A2 offices.


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        The Role of Shopping Centres

18.31 PPS6 indicates that local planning authorities should adopt a positive and proactive
        approach to planning for the future of the centres within their areas, whether planning
        for growth, consolidation or decline. Local planning authorities are expected to set
        out a vision and strategy for the pattern and hierarchy of centres, including town,
        district and local centres within their area. This strategy should set out how the role of
        different centres will contribute to the overall vision for their area.

18.32 In Chiltern, the current Local Plan defines Amersham-on-the-Hill, Chalfont St Peter
        and Chesham as District Centres, which are the principal centres within Chiltern for
        shopping, leisure and entertainment activities. Amersham Old Town, Chalfont St
        Giles, Great Missenden, Holmer Green, Little Chalfont and Prestwood are defined as
        local centres. These generally cater for top-up convenience shopping and services,
        and tend provide a fairly limited, albeit in some locations specialised, range of
        comparison shopping.

18.33 Within South Bucks, the current Local Plan defines Beaconsfield and Gerrards Cross
        as District Centres, which are expected to meet the shopping, leisure and
        entertainment needs of the immediate locality as well as much of the surrounding
        area. Beaconsfield Old Town, Burnham, Farnham Common and Iver are designated
        as local centres, and have a more localised shopping/serve function. The Local Plan
        refers to neighbourhood shopping areas, although these are not identified within the
        plan. Denham Green is not currently identified within the Local Plan as a designated
        local centre. However, based on the range of shops and services present within the
        centre, Denham Green could potentially be reclassified as a local centre.

18.34 The sequential approach indicates that town, district and local centres are the
        preferred location for new retail, leisure and cultural development.        Development
        should be appropriate in terms of scale and the catchment area the centre serves. As
        there are no town centres in either district, larger-scale development should be
        concentrated within the district centres.

18.35 Some forms of development may be more appropriate in smaller centres, if there are
        localised areas of deficiency. The key issues are the nature and scale of retail/leisure
        development proposed and the catchment area the development seeks to serve.
        Development should normally be consistent in terms of scale and nature with the
        character and role of the nearest centre. Therefore, development plan policies should

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        provide clear advice in this respect. In general, development within local centres
        should primarily serve the village/settlement within which it is located, and perhaps
        smaller nearby settlements which do not have a local centre. Local centres/parades
        within the main towns, i.e. in the urban area but outside the town/district centre
        serving that town, should primarily serve walk-in catchment areas, approximately 500
        metres from the centre.

18.36 PPS6 suggests that local authorities should adopt policies that enable town, district
        and local centres to meet the needs of residents of their area.                The sequential
        approach indicates that the first preference for new developments should be within
        centres followed by edge-of-centre sites in town and district centre locations. Out of
        centre sites are last in the order of preference.

18.37 As indicated, development within all centres should be appropriate in terms of nature
        and scale to the role of the centre.           Developments which are likely to attract
        customers from a significantly wider area than the centre’s intended catchment area
        may be considered to be out-of-scale with the role of the centre, and may be better
        located within a larger centre, if alternative sites are available, which would meet the
        identified need. Again, each proposal would need to be considered on its individual
        merits.    The recommended hierarchy of centres for the district is shown below. This
        hierarchy will help to inform what scale of development may be appropriate in each
        centre.

        Table 18.5          Recommended Hierarchy of Centres

         Status                     Chiltern                            South Bucks
         District Centres           Amersham                            Beaconsfield
                                    Chalfont St Peter                   Gerrards Cross
                                    Chesham
         Local Centres              Amersham Old Town                   Beaconsfield Old Town
                                    Chalfont St Giles                   Burnham
                                    Great Missenden                     Farnham Common
                                    Holmer Green                        Iver
                                    Little Chalfont                     Denham Green
                                    Prestwood

         Local parades              All other small clusters of local   All other small clusters of local
                                    shops                               shops


18.38 Development plan policies should continue to seek to concentrate shopping
        development within defined centres and the clear guidance in relation to what type of
        development will be appropriate in each type of centre should be maintained.


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18.39 There is increasingly an emphasis on local distinctiveness in market towns, one way
        of promoting this is through the support of local independent shops. Methods that
        Councils can use to do this are applying changes to their business rates system, the
        possible introduction of shop improvement grants, small business support and advice
        and through increased marketing and promotional activities for the centres.


        District Centres – Strategic Objectives

18.40 The five District Centres (Amersham, Chesham, Chalfont St Peter, Beaconsfield and
        Gerrards Cross) should be maintained and enhanced as the main centres in each
        local authority area.      As the main centre’s in each authority areas, the District
        Centre’s should serve a relatively wide catchment area and should embrace a wide
        range of activities.     The centres should provide convenience shopping facilities
        suitable for both main/bulk and top-up shopping trips.

18.41 These centres should also function as the main comparison shopping destinations in
        the two authorities and also the main destinations for leisure, entertainment and
        cultural activities.   These centres should be the main focus for large-scale retail and
        leisure development, where the development has a wide catchment area and seeks
        to serve a large part of the District. However, each development proposal must be
        considered on its individual merits. This would not preclude development in other
        smaller centres in the District.   The extent of the catchment area of each centre will
        vary depending on the scale and nature of the centre and the location of competing
        centres. Therefore the appropriateness of development can only be determined on a
        case by case basis.

18.42 The strategy should recognise that these centres are unlikely to compete with large
        town centres surrounding the two Districts, in terms of comparison shopping and
        leisure activities. The District Centres should continue to perform a complementary
        role, focusing on their local distinctiveness, i.e. what makes them different when
        compared with High Wycombe, Hemel Hempstead, Slough, Uxbridge and Watford.

18.43 In order to maintain and enhance this role, the district centres should be the focus for
        major comparison retail developments. To meet the District’s need for retail and
        other town centre uses some development is required in these centres in the medium
        to long term. An appropriate balance of uses needs to be maintained and existing
        town centre uses should be protected. The study has identified a need for new retail
        development and Class A uses in general, over and above the existing commitments
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        in the medium to long term 2011 to 2026. It will also be necessary to retain were
        appropriate existing retail uses within the district centres.   In order to retain the
        centre’s local distinctiveness, development proposals should provide premises
        suitable for small independent outlets rather than just schemes designed to attract
        chain stores, therefore a range of unit sizes will be required, including small units
        under 200 sq m gross.


        Chiltern District

18.44 Amersham on the Hill is considered to be a healthy vital and viable district centre. It
        has a low vacancy rate and provides a fairly typical mix of retail and services for a
        centre of its size. In terms of local distinctiveness, Amersham on the Hill’s
        environmental quality and shopping experience offer nothing particularly unique and
        there is scope to improve the centre.   The provision of environmental improvements
        and redevelopment at the north end of the Centre (top end of Sycamore Road and
        Woodside Road should be considered. In addition community facilities such as
        community halls, health facilities, nurseries etc could be improved.

18.45 Chalfont St Peter is also considered to be a healthy, vital and viable district centre.
        It is a small centre with a more limited range and choice of shops and services than
        other district centres in the two authorities. However, the centre’s village ambience
        and provision of small independent and specialist traders, differentiate it from other
        centres, and this is the centre’s key strength. The strategy for the centre should
        recognise and seek to maintain and enhance the character of the centre. The
        introduction of more chain stores could change the character of the centre. The
        attraction of more independent traders to increase the range and choice of shops and
        services should be encouraged through small scale development.

18.46 Chesham is the largest centre in Chiltern District which provides a good range of
        shops and services for a district centre of its size. The centre is attractive with well
        maintained streetscape and period buildings. There are a number of features that
        add to Chesham’s local distinctiveness which enhance its appeal, including the
        quality of the shopping environment and some interesting independent specialist
        outlets.    Overall Chesham is considered to be a healthy vital and viable centre. The
        strategy should focus on maintaining the high quality environment in the centre.
        Small and medium scale development opportunities should be promoted to provide a
        mix of premises for both chain shops and independent outlets.

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18.47 Development opportunities in Amersham, Chesham and Chalfont St Peter are
        capable of accommodating the comparison/convenience retail floorspace and Class
        A2/A5 projections for the District for the foreseeable future, i.e. about 7,100 sq m
        gross by 2016. There are potential sites that could accommodate this amount of
        development.        The priority sites for further investigation in the emerging Site
        Allocations DPD’s are:

             East Building Supplies, Amersham (AM3);
             Sycamore Road/Woodside Road, Amersham (AM4);
             PO Sorting Office, Amersham (AM5);
             Red Lion Street, Chesham (CHES1);
             Darvell’s Bakery, Chesham (CHES2);
             Youth Centre, Chesham (CHES3);
             Coal Yard, Chesham (CHES4);
             Library/Ambulance Station, Chalfont St Peter (CHAL1); and
             Verdict Aerospace, Chalfont St Peter (CHAL1).

18.48 Within the District the designation of six Local Centres (Amersham Old Town,
        Chalfont St Giles, Great Missenden, Holmer Green, Little Chalfont and Prestwood)
        should remain unchanged. These centres have a more limited range and choice of
        comparison shopping than the District Centre. The future priority for the local centres
        should be to consolidate and maintain their roles as important local centres providing
        basic food and grocery shopping facilities, supported by a limited choice and range of
        comparison shops selling lower order comparison goods (bought on a regular basis)
        and a range of non-retail services and community uses. Core facilities should include
        convenience stores, post office, newsagents and pharmacy.

18.49 Development within these centres should be commensurate with this role and limited
        catchment area.     Opportunities for small scale development to provide additional
        shop premises should be encouraged, as should the reoccupation of any vacant
        premises. However, there is potential for large scale development at Amersham Old
        Town (B&M Motors and the public car park to the rear), which may be appropriate if
        insufficient development opportunities can be brought forward in the three District
        Centres. This redevelopment (if implemented) may uplift Amersham Old Town to
        district centre status. However, prior to any significant development within the centre,
        Amersham Old Town should continue to be designated as a local centre.

18.50 The key facilities that should be encouraged and protected in local centres include:

             food supermarket or convenience store;
             Post Office counter;
LON\R11102 - 07 FINAL.doc                                                                   235
             newsagents; and
             chemist.

18.51 Other desirable facilities include:

             banks (or ATMs);
             off license;
             takeaways/cafés;
             public house;
             optician;
             hairdressers/barbers;
             bookmakers;
             dry cleaners;
             DVD/video hire shop;
             shoe repair;
             health centre, dentist etc.;
             library;
             schools; and
             community hall.

18.52 The ability to protect these uses will be constrained by permitted development rights
        and the Use Class Order. However, where a change of use or redevelopment would
        result in the loss of a key facility or Class A or community facilities then the applicant
        should demonstrate that the proposal will not harm the vitality and viability of the
        centre.


        South Bucks District

18.53 Beaconsfield (New Town) is a reasonably attractive centre with a good mix and
        provision of shops and services. The centre is attractive with well maintained
        streetscape and period buildings. There are a number of features that add to the
        centre’s local distinctiveness which enhance its appeal, including the quality of the
        shopping environment and independent specialist outlets. Overall Beaconsfield is
        considered to be a healthy vital and viable centre. The strategy should focus on
        maintaining the high quality environment in the centre. Small and medium scale
        development opportunities should be promoted to provide a mix of premises for both
        chain shops and independent outlets.

18.54 Gerrards Cross is a fairly typical small market town centre. It has a limited range of
        shops and services reflecting its size and localised catchment area.         Overall the
        centre is considered to be vital and viable, but the number of vacant units in
        peripheral area could be reduced.         The centre has a predominance of small
        independent shops and has a village ambience, which adds to the centre’s local
LON\R11102 - 07 FINAL.doc                                                         236
        distinctiveness, and helps to differentiate it from other larger centres, and this is the
        centre’s key strength.         The strategy for the centre should recognise and seek to
        maintain and enhance the character of the centre.                       The attraction of more
        independent traders to increase the range and choice of shops and services should
        be encouraged through small scale development.

18.55 Burnham is an attractive and healthy local centre with a village feel and a very good
        range of goods and services. The mix of buildings is similar to other centres in the
        local area; a number of well maintained period buildings interspersed with more
        modern infill. Burnham serves a local catchment, partly due to its close proximity to
        Slough. Small scale development consistent with its role as a local centre should be
        promoted.

18.56 Iver is a fairly small, but reasonably attractive local centre with a good range of
        convenience shops, its provision of comparison shops, however, is quite poor and it
        has no banks/building societies. The centre contains some attractive period buildings
        and a more modern parade of shops.

18.57 The Bishop Centre currently has a unique role. There are emerging proposals to
        redevelop and expand the Bishop Centre. It has a wide catchment area, and a high
        proportion of its trade comes from residents in Maidenhead and Slough. The need for
        further floorspace at the Bishop Centre cannot be viewed in isolation from the wider
        need for comparison floorspace development in Slough and Maidenhead.                       The
        provision of additional floorspace, or a change in the nature of existing floorspace, at
        the Bishop Centre may not be the most sequentially appropriate location to meet the
        needs of residents in Slough and Maidenhead.                       Alternative locations within
        Maidenhead and Slough would need to be considered and the wider need for
        comparison development in the Maidenhead and Slough catchment areas and
        potential impact would need to be carefully assessed. This study has not considered
        the need for development or potential sequential sites in Maidenhead or Slough. The
        floorspace projections for the Bishop Centre cannot be transferred to Burnham,
        Beaconsfield or Gerrards Cross, because the catchment areas are different.

18.58 Opportunities in Beaconsfield and Gerrards Cross may be capable of accommodating
        the comparison/convenience retail floorspace and Class A2/A5 projections for the
        District up to 2016, i.e. about 6,500 sq m gross by 2016, but this would require most
        of the identified opportunities being delivered and the amount of new floorspace
        maximised.          The priority sites for further investigation are:
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             ATS Euromaster, Beaconsfield (BEA1);
             Revolution Public House, Beaconsfield (BEA2);
             Car Park/Uses on Burkes Road/Gregories Road, Beaconsfield (BEA3);
             AA Fisher/Public Car Park, Gerrards Cross (GER1); and
             Graysheen Garage, Gerrards Cross (GER1).

18.59 Beaconsfield is likely to be the main focus for large-scale retail and leisure
        development. Development in these two District Centres will not preclude
        development in other smaller centres in the District.        The extent of the catchment
        area of each centre will vary depending on the scale and nature of the centre and the
        location of competing centres. Therefore the appropriateness of development can
        only be determined on a case by case basis.

18.60 Within the District the designation of four Local Centres (Beaconsfield Old Town,
        Burnham, Farnham Common and Iver) should remain unchanged. These centres
        have a more limited range and choice of comparison shopping than the District
        Centre. The future priority for the local centres should be to consolidate and maintain
        their roles as important local centres providing basic food and grocery shopping
        facilities, supported by a limited choice and range of comparison shops selling lower
        order comparison goods (bought on a regular basis) and a range of non-retail
        services and community uses. Core facilities should include convenience stores, post
        office, newsagents and pharmacy. Land south of Iver High Street may provide an
        opportunity to enhance this local centre, but is unlikely to elevate Iver to district centre
        status.

18.61 Development within these centres should be commensurate with this role and limited
        catchment area.       Opportunities for small scale development to provide additional
        shop premises should be encouraged, as should the reoccupation of any vacant
        premises.       However, there is potential for medium/large scale development at
        Burnham       (land   at   Jennery   Lane/Reedham     Road     and   Britannia   Foundry).
        Redevelopment of these sites may uplift Burnham to district centre status.

18.62 The key facilities that should be encouraged and protected in local centres include:

             food supermarket or convenience store;
             Post Office counter;
             newsagents; and
             chemist.

18.63 Other desirable facilities include:
LON\R11102 - 07 FINAL.doc                                                                      238
             banks (or ATMs);
             off license;
             takeaways/cafés;
             public house;
             optician;
             hairdressers/barbers;
             bookmakers;
             dry cleaners;
             DVD/video hire shop;
             shoe repair;
             health centre, dentist etc.;
             library;
             schools; and
             community hall.

18.64 The ability to protect these uses will be constrained by permitted development rights
        and the Use Class Order. However, where a change of use or redevelopment would
        result in the loss of a key facility or Class A or community facilities then the applicant
        should demonstrate that the proposal will not harm the vitality and viability of the
        centre.


        Criteria for Assessing Development Proposals


        Chiltern District

18.65 The Chiltern Local Plan was adopted in 1997, and as such predates the publication of
        PPS6. There are no criteria for assessing development within the defined centres.
        Policy S1 states that shopping development will be concentrated within the district
        and local shopping centres. Within the district centres, shopping development must
        contribute to the consolidation of the centre and strengthen its existing role (Policy
        S2). Within local centres, significant expansion of shopping floorspace will be
        resisted, and small scale developments will be acceptable provided they strengthen
        rather than expand the existing shopping role of the centre (Policy S4).

18.66 Policy S13 and S14 refer to retail development in other locations outside the district
        and local centres, and excluded from the green belt, and include criteria for assessing
        such development. Small scale retail development of less than 200 sq m gross will be
        permitted if a local need can be demonstrated (Policy S13). For retail development of
        over 200 sq m gross in these locations, a number of criteria must be met, including
        three of the tests set out in PPS6: impact on vitality and viability of existing centres,
        sequential approach, and accessibility by a range of means of transport (Policy S14).
        However, there are no criteria relating to the tests of need or scale.
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18.67 In our view the existing policies are not entirely consistent with PPS6. Policy S1
        implies that all developments within existing district and local centres are exempt from
        the tests of need, scale, the sequential approach, impact and accessibility, whilst
        Policy S14 implies that development over 200 sq m outside of existing centres is
        exempt from the tests of need and scale.

18.68 Whilst the tests of need and the sequential approach are not required for retail
        developments located on in-centre sites (or within the primary shopping area) these
        tests are relevant for retail development on edge-of-centre and out-of-centre sites.
        Policy S1 should provide some differentiation between development on in-centre,
        edge-of-centre and out-of-centre sites.

18.69    All development, including that which is located within centres, should not have an
        adverse impact on other centres and development should be appropriate in terms of
        scale in relation to the centre’s role and catchment area. PPS6 suggests that local
        authorities may set limits on the scale of development that may be appropriate within
        centres. However this approach is not recommended in Chiltern because each
        centre’s role and catchment area varies significantly. Furthermore the appropriate
        scale of development will vary by type and nature of use. The Draft Regional Plan
        indicates that development of 10,000 sq m gross or more should not be located in
        District Centre.

18.70 Policy S1 could be amended to direct retail development to the primary shopping
        areas of existing district and local centres, provided that it is of an appropriate scale.

18.71 A new policy may be required to assess retail/main town centre uses development
        outside of the primary shopping areas of the district and local centres, based on the
        following criteria:

             the need for development;
             that the development is of an appropriate scale to the nearest designated centre;
             that there are no more central sites for the development;
             that there are no unacceptable impacts on existing centres;
             that locations are accessible.

18.72 This policy could refer to all, not just large retail, leisure and entertainment uses, and
        would restrict small scale development outside district, local centres and local
        parades (subject to meeting the policy criteria). On this basis Policy S14 would no
        longer be required.
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18.73 However, it may be desirable to promote small scale development outside identified
        centres where they provide for daily shopping needs not currently served by a centre.
        Although this is currently covered by Policy S13, it could be better linked to a new
        policy. This would essentially be a sequential approach issue. The sequential
        approach could be expanded to indicate that small scale development serving daily
        needs may be permitted outside existing centres where they serve a local community
        need, and meet the requirements of Policy S13.

18.74 The supporting text to future policy should also indicate that the relevant centres in
        which to search for sites will depend on the nature and scale of the development and
        the catchment that the development seeks to serve.


        South Bucks

18.75 The South Bucks Local Plan was adopted in 1999, and also predates the publication
        of PPS6.

18.76 Policy S5 sets out criteria for assessing retail development located within or adjacent
        to existing district and local centres and neighbourhood shopping areas. In terms of
        the PPS6 tests, the criteria listed include scale and impact on vitality and viability of
        existing centres. However, there is no requirement to demonstrate need, sequential
        approach or accessibility. Policy S6 provides criteria for assessing out-of-centre
        shopping developments, and includes the tests of impact, sequential approach and
        accessibility, but not need or scale.

18.77 In our view the existing policies are not entirely consistent with PPS6. Policy S5
        implies that all developments within existing district and local centres and
        neighbourhood shopping areas are exempt from the tests of need, the sequential
        approach and accessibility; whilst Policy S6 implies that development outside of
        existing centres is exempt from the tests of need and scale.

18.78 Whilst the tests of need and the sequential approach are not required for retail
        developments located on in-centre sites (or within the primary shopping area) these
        tests are relevant for retail development on edge-of-centre and out-of-centre sites.
        Policy S5 should provide some differentiation between development on in-centre,
        edge-of-centre and out-of-centre sites.

18.79    All development, including that which is located within centres, should not have an
        adverse impact on other centres and development should be appropriate in terms of
LON\R11102 - 07 FINAL.doc                                                            241
        scale in relation to the centre’s role and catchment area. PPS6 suggests that local
        authorities may set limits on the scale of development that may be appropriate within
        centres. However this approach is not recommended in South Bucks because each
        centre’s role and catchment area varies significantly. Furthermore the appropriate
        scale of development will vary by type and nature of use.

18.80 We believe that Policy S5 should be amended to direct development to the primary
        shopping areas of existing district and local centres, provided that it is of an
        appropriate scale. As neighbourhood shopping areas are not identified within the
        Local Plan, development within these areas should be subject to a separate policy
        relating to small scale development to meet local shopping needs.

18.81 Policy S6 could be amended to include development outside of the primary shopping
        areas of the district and local centres, as well as development on out-of-centre sites.
        The policy should include the following criteria for assessing retail development:

             the need for development;
             that the development is of an appropriate scale;
             that there are no more central sites for the development;
             that there are no unacceptable impacts on existing centres;
             that locations are accessible.

18.82 This policy could refer to all, not just large, retail leisure and entertainment uses, and
        would restrict small scale development outside district and local centres (subject to
        meeting the policy criteria).

18.83 However, it may be desirable to promote small scale development outside identified
        centres where they provide for daily shopping needs not currently served by a centre.
        The sequential approach criterion in future policy could be expanded to indicate that
        small scale development serving daily needs may be permitted outside existing
        centres where they serve a local community need.

18.84 The supporting text to policy could also indicate that the relevant centres in which to
        search for sites will depend on the nature and scale of the development and the
        catchment that the development seeks to serve.


        Conclusions

18.85 Based on the above recommendations, we consider that the issues for assessing

LON\R11102 - 07 FINAL.doc                                                                    242
        retail and leisure development proposals that may emerge within both Chiltern and
        South Bucks Districts should be as follows:

             What is the locational area of need the development seeks to serve and what
             designated district or local shopping centre could potentially fulfil the identified
             area of need?

             Is the nature and scale of development likely to serve a wide catchment area e.g.
             a large part of the district or a smaller area?

             If the development has a fairly extensive catchment area is a site available in the
             district centres or other district or town centres in neighbouring authorities which
             could serve the same catchment area, including vacant premises and will this site
             meet the identified need?

             If there is no town centre site is an edge-of-centre site acceptable and available
             with good links to the town centre and accessible by a choice of means of
             transport?

             If the development has a more localised catchment area, is a site available in a
             district or local shopping centre and will this site meet the identified need?

             If so, is the site/unit acceptable in terms of site specific/land use policy, design
             and highway terms?

             Is the likely development of an appropriate size to meet the identified need
             without harming the centre or another centre in the hierarchy?

             If there is no town, district or local shopping centre site suitable, available and
             viable to meet the identified need, is there an out-of-centre site, which meets the
             above criteria and is genuinely accessible by means of transport other than the
             car?

18.86 Having followed these steps the Council must evaluate whether development
        proposals or proposed allocations in an emerging LDD accord with these criteria. If
        edge-of-centre or out-of-centre sites are the only opportunities to meet identified
        needs, consideration must be given to the potential impact effects on the vitality and
        viability of existing centres, as should transport issues including accessibility and the
        effect on the use of the car.


        Future Strategy Implementation and Monitoring

18.87 There are a number of broad areas of possible action the two Councils could pursue
        in order to maintain and enhance the role of shopping centres within the Districts, as
        follows:




LON\R11102 - 07 FINAL.doc                                                                    243
             application of guidance within PPS6, particularly relating to need and the
             sequential approach in determining out-of-centre retail and other development
             proposals that generate significant numbers of trips;

             improving the range and choice of shops and services in all centres (where
             appropriate in terms of scale) by encouraging intensification, development and the
             re-occupation of vacant premises, and continuing to promote the centres.

             maintaining the generally high quality environment within each centre;

             measures to improve accessibility and public transport to the district and local
             centres in order to encourage more residents to shop in their nearest centre,
             which may involve maintaining an appropriate level of car parking at a competitive
             cost and safeguarding and improving public transport services;

             the implementation of shop frontage policies within the development plan to
             protect retail and other desirable town centre uses; and

             measures to bring forward development opportunities to improve the availability of
             modern premises suitable for new occupiers, including a mix of units suitable for
             both national multiples and small independent outlets.


18.88 The recommendations and projections within this study are expected to assist the
        Councils in preparing development plan policies over the coming years and to assist
        development control decisions during this period.




LON\R11102 - 07 FINAL.doc                                                                  244
              Appendix A


Study Area and Existing Retail Facilities




                                            a
Plan 1 - South Bucks and Chiltern Study Area Map




                                 b
Plan 2 - South Bucks and Chiltern Catchment Areas




                                 c
d
                  South Bucks and Chiltern Study Area Zones

Zone               Postal Sector         Population     No. of Interviews
Zone 1                HP 5 1               27,623              200
Chesham &             HP 5 2
North Chiltern        HP 5 3
                     HP23 6
Zone 2                HP 6 5               23,269             180
Amersham              HP 6 6
                      HP 7 0
                      HP 7 9
Zone 3                HP 9 1               15,593             120
Beaconsfield          HP 9 2
Zone 4                HP 8 4               27,036             200
Gerrards              SL 9 0
Cross/Chalfonts       SL 9 7
                      SL 9 8
                      SL 9 9
Zone 5                SL 2 3               14,158             100
Central South         SL 2 4
Bucks                 SL 3 6
Zone 6                SL 1 4               61,951             460
Burnham/Slough        SL 1 5
west                  SL 1 6
                      SL 1 7
                      SL 1 8
                      SL 1 9
                      SL 2 1
                      SL 2 2
                      SL 4 6
                      SL 6 0
Zone 7                SL 0 0               9,884               80
Iver/Iver Heath       SL 0 9
Zone 8                UB 9 4               15,850             120
Denham/               UB 9 5
Harefield             UB 9 6
                     WD 3 9
Zone 9                HP 3 0               16,044             120
Chorleywood/         WD 3 5
Bovingdon            WD 3 6
Zone 10              HP15 6                28,887             220
Great                HP15 7
Missenden/           HP16 0
Holmer Green         HP16 9
Zone 11              HP10 0                25,251             200
Loudwater/           HP10 8
Flackwell Heath      HP10 9
                      SL 8 5
Total                                     265,546             2000




                                                                        a
Table 1A : Convenience Shops in Chiltern Disrict

Centre/Stores (over 100 sqm net)               Gross           Net Sales          % Conv.        Conv. Sales    Company *     Benchmark
                                             Floorspace       Floorspace         Floorspace      Floorspace      Average       Total £M
                                                Sq M             Sq M                               Sq M         Per Sq M      Turnover
District Centres
Amersham
M&S Simply Food                                       929                 750             95%             713       £11,077         £7.89
Iceland                                               835                 358             98%             351        £4,864         £1.71
One-Stop                                               n/a                110             98%             108        £4,000         £0.43
Amersham-on-the-Hill Shops                          2,140               1,400            100%           1,400        £4,000         £5.60
Tesco, Amersham Old Town                            6,893               4,784             75%           3,588       £13,145        £47.16
Amersham Old Town Shops                                n/a                 80            100%              80        £4,000         £0.32
Amersham Total                                         n/a              7,482                           6,239       £10,116        £63.11
Chesham
Waitrose                                              n/a               1,520             85%           1,292       £10,659        £13.77
Sainsbury                                           4,557               2,601             70%           1,821        £9,221        £16.79
Local Shops                                         2,030               1,300            100%           1,300        £4,000         £5.20
Chesham Total                                         n/a               5,421                           4,413        £8,104        £35.76
Chalfont St Peter
Budgens                                             1,434                859              85%             730        £4,000         £2.92
Tesco Express                                         286                204              95%             194       £13,145         £2.55
Local Shops                                         1,050                700             100%             700        £4,000         £2.80
Chalfont St Peter Total                                n/a             1,763                            1,624        £5,091         £8.27
District Centres Total                                n/a             14,666                           12,276        £8,728       £107.14
Local Centres
Great Missenden
Somerfield                                            454                 332             95%            315         £5,935         £1.87
Local Shops                                            n/a                 96            100%             96         £4,000         £0.38
Prestwood
Local Shops                                            n/a                538            100%            538         £4,000         £2.15
Holmer Green
Local Shops                                            n/a                220            100%            220         £4,000         £0.88
Chalfont St Giles
Co-Op                                                  n/a                240             95%            228         £5,343         £1.22
Local Shops                                            n/a                191            100%            191         £4,000         £0.76
Little Chalfont
Local Shops                                            n/a        440         100%                        440        £4,000         £1.76
Local Centres Total                                             2,057                                   2,028        £4,452         £9.03
Chiltern District Total                                        16,723                                  14,304        £8,122       £116.17
                                               Comparison Floorspace in Food stores                                                 2,419

* Turnover densities exclude an allowance for petrol sales in large food stores and include an allowance for VAT.

                                 Sources:                    Retail Rankings 2006 and Verdict
                                                             Institute of Grocery Distribution
                                                             Goad Plans
                                                             NLP Site Visit July 2007




                                                                                                                              b
Table 2A : Convenience Shops in South Bucks Disrict

Centre/Stores (over 100 sqm net)               Gross           Net Sales          % Conv.        Conv. Sales    Company *     Benchmark
                                             Floorspace       Floorspace         Floorspace      Floorspace      Average       Total £M
                                                Sq M             Sq M                               Sq M         Per Sq M      Turnover
District Centres
Gerrards Cross
M&S Simply Food                                       610                 458             95%             435       £11,077         £4.82
Local Shops                                         2,040               1,300            100%           1,300        £4,000         £5.20
Gerrards Cross Total                                   n/a              1,758                           1,735        £5,775        £10.02
Beaconsfield
Sainsbury                                           6,039               4,111             65%           2,672        £9,221        £24.64
M&S Simply Food                                       n/a                 369             95%             351       £11,077         £3.88
Waitrose                                              n/a               1,524             90%           1,372       £10,659        £14.62
Beaconsfield Town Centre Shops                      1,320                 850            100%             850        £4,000         £3.40
One-Stop, Beaconsfield Old Town                       n/a                 134             90%             121        £4,000         £0.48
Beaconsfield Old Town Shops                           n/a                  80            100%              80        £4,000         £0.32
Beaconsfield Total                                    n/a               6,988                           5,365        £8,825        £47.35
District Centres Total                                n/a               8,746                           7,100        £8,080        £57.36
Local Centres
Burnham
Budgens                                                n/a                575             95%             546        £4,000         £2.19
Local Shops                                            n/a              1,100            100%           1,100        £4,000         £4.40
Iver
Tesco Express                                         197                 133             98%            130        £13,145         £1.71
Co-Op Welcome                                          n/a                213             99%            211         £5,343         £1.13
Local Shops                                                               201            100%            201         £4,000         £0.80
Farnham Common
Tesco Express                                          n/a                250             98%            245        £13,145         £3.22
Local Shops                                                               335            100%            335         £4,000         £1.34
Denham Green
Local Shops                                            n/a                325            100%            325         £4,000         £1.30
Richings Park
Local Shops                                            n/a        112         100%                        112        £4,000         £0.45
Local Centres Total                                             3,244                                   3,205        £5,159        £16.54
Sainsbury, Taplow                                               3,096          80%                      2,477        £9,221        £22.84
South Bucks District Total                                     15,086                                  12,782        £7,568        £96.74
                                               Comparison Floorspace in Food stores                                                 2,304

* Turnover densities exclude an allowance for petrol sales in large food stores and include an allowance for VAT.
Stoke Poges is not included in Local Centres as it was undergoing redevelopment at time of NLP site visit and
no convenience retail provision was available at that time.
                                 Sources:                    Retail Rankings 2006 and Verdict
                                                             Institute of Grocery Distribution
                                                             Goad Plans
                                                             NLP Site Visit July 2007




                                                                                                                              c
Table 3A: Comparison Shops within Chiltern District 2007

Location                                                      Gross            Net Sales     Average      Benchmark
                                                           Floorspace         Floorspace     Turnover      Turnover
                                                              Sq M               Sq M        Per Sq M         £M
District centres
Amersham
Amersham-on-the-Hill Town Centre Comparison Shops                 9,730              6,300       £4,000        £25.20
Food store comparison sales                                         n/a                 47       £4,000         £0.19
Comparison sales in Tesco, Amersham Old Town                        n/a              1,196       £7,821         £9.35
Amersham Old Town Comparison Shops                                  n/a              2,000       £3,500         £7.00
Amersham Total                                                      n/a              9,543       £4,374        £41.74
Chesham
Town Centre Comparison Shops                                     10,250              6,700       £4,000        £26.80
Focus DIY                                                         2,344              2,100       £1,277         £2.68
Chessmount Nurseries                                                n/a                n/a          n/a         £1.00
Comparison sales in Sainsbury's                                     n/a                780       £6,896         £5.38
Comparison sales in Waitrose                                        n/a                228      £11,066         £2.52
Chesham Total                                                       n/a              9,808       £3,914        £38.39
Chalfont St Peter
Town Centre Comparison Shops                                      3,840              2,500       £4,000        £10.00
Food store comparison sales                                         n/a                139       £4,000         £0.56
Chalfont St Peter Total                                             n/a              2,639       £4,000        £10.56
Local Centres
Great Missenden
Local Shops                                                             n/a           700        £3,500         £2.45
Food store comparison sales                                             n/a            17        £3,500         £0.06
Prestwood Local Shops                                                   n/a           200        £3,500         £0.70
Holmer Green Local Shops                                                n/a           200        £3,500         £0.70
Chalfont St Giles
Local Shops                                                          n/a               200       £3,500         £0.70
Food store comparison sales                                          n/a                12       £3,500         £0.04
Little Chalfont Local Shops                                          n/a             1,000       £3,500         £3.50
Local Centres Total                                                  n/a             2,329       £3,500         £8.15
Chiltern District Total                                              n/a            24,319       £4,023        £98.83

                                            Sources: Goad
                                                     NLP Site Visit 2007
                                                     Valuation Office




                                                                                                           d
Table 4A: Comparison Shops within South Bucks District 2007

Location                                                         Gross            Net Sales        Average         Benchmark
                                                              Floorspace         Floorspace        Turnover         Turnover
                                                                 Sq M               Sq M           Per Sq M            £M
District centres
Gerrards Cross
Town Centre comparison shops                                            6,130             4,000          £4,000         £16.00
Food store comparison sales                                               n/a                23          £4,000          £0.09
Gerrards Cross Total                                                                      4,023          £4,000         £16.09
Beaconsfield
Town Centre Comparison Shops                                            8,210             5,300          £4,000         £21.20
Comparison sales in Waitrose                                              n/a               152         £11,066          £1.69
Comparison sales in Sainsbury                                             n/a             1,439          £6,896          £9.92
Comparison sales in M&S Simply Food                                       n/a                18          £3,116          £0.06
Wyevale Garden Centre                                                     n/a               n/a             n/a          £1.00
Home Improvement Centre                                                   n/a               n/a             n/a          £1.00
Beaconsfield Old Town Centre Shops                                        n/a             1,000          £3,500          £3.50
Beaconsfield Total                                                                        7,910          £4,598         £38.37
Local Centres
Burnham
Local Shops                                                                n/a            1,000          £3,500          £3.50
Food store comparison sales                                                n/a               29          £3,500          £0.10
Iver
Local Shops                                                                n/a              150          £3,500          £0.53
Food store comparison sales                                                n/a                5          £3,500          £0.02
Farnham Common
Local Shops                                                                n/a             600           £3,500          £2.10
Food store comparison sales                                                n/a               5           £3,500          £0.02
Denham Green Local Shops                                                   n/a             250           £3,500          £0.88
Richings Park Local Shops                                                  n/a             150           £3,500          £0.53
Local Centres Total                                                                      2,189           £3,500          £7.66
Out-of-centre garden centres (7 outlets)                                   n/a             n/a              n/a          £7.00
Comparison sales in Sainsbury, Taplow                                      n/a             619           £6,896          £4.27
Bishop Shopping centre, Taplow                                             n/a           4,200           £3,000         £12.60
South Bucks District Total                                                              18,940           £4,065         £85.99

Stoke Poges is not included under Local Centres as it was under redevelopment at the time of the NLP site visit.
                                                  Sources: Goad
                                                           NLP Site Visit 2007




                                                                                                                    e
Table 5A : Convenience Commitments and Proposals in Chiltern and South Bucks Disricts

Centre/Stores (over 100 sqm net)         Conv. Sales         Company           Benchmark
                                         Floorspace           Average           Total £M
                                            Sq M              Per Sq M          Turnover
Commitments
Tesco, Gerrards Cross                             2,000             £13,145                 £26.29
Stoke Poges Local Centre                            350              £4,000                  £1.40
Commitments Total                                 2,350             £11,783                 £27.69
Proposals
Waitrose, Gerrards Cross                          1,174             £10,659                 £12.51
Tesco Express, Amersham on-the-Hill                 250             £13,145                  £3.29
Tesco Express, Little Chalfont                      150             £13,145                  £1.97
Proposals Total                                   1,574             £11,291                 £17.77




Table 6A : Comparison Commitments and Proposals in Chiltern and South Bucks Disricts

Centre/Stores (over 100 sqm net)        Comp. Sales          Company           Benchmark
                                        Floorspace           Average            Total £M
                                           Sq M              Per Sq M           Turnover
Commitments
Tesco, Gerrards Cross                                  200           £7,821                  £1.56
Stoke Poges Local Centre                               150           £3,500                  £0.53
Commitments Total                                      350           £5,969                  £2.09
Proposals
Waitrose, Gerrards Cross                               130          £11,066                  £1.44
Berkshire Garden Centre                                n/a              n/a                  £2.30
Proposals Total                                        130              n/a                  £3.74




                                                                                        f
        Appendix B


Convenience Retail Assessment




                                g
Table 1B: Population Projections

Zone                                                      2001           2007           2011          2016          2021         2026

Zone 1: Chesham & North Chiltern                            27,623         27,778         27,809        27,685       27,530       27,468
Zone 2: Amersham                                            23,269         23,415         23,440        23,332       23,204       23,158
Zone 3: Beaconsfield                                        15,593         15,831         15,836        15,727       15,666       15,690
Zone 4: Gerrards Cross/Chalfonts                            27,036         27,310         27,331        27,178       27,047       27,035
Zone 5: Central South Bucks                                 14,158         14,432         14,432        14,318       14,272       14,318
Zone 6: Burnham/Slough west                                 61,951         62,543         62,343        61,724       61,569       61,744
Zone 7: Iver/Iver Heath                                      9,884         10,076         10,076         9,996        9,964        9,996
Zone 8: Denham/Harefield                                    15,850         16,084         16,108        16,033       16,007       16,162
Zone 9: Chorleywood/Bovingdon                               16,044         16,124         16,166        16,142       16,101       16,240
Zone 10: Great Missenden/Holmer Green                       28,887         28,854         28,977        28,867       28,765       28,769
Zone 11: Loudwater/Flackwell Heath                          25,251         24,998         25,215        25,138       25,125       25,221

                        Total                              265,546        267,446        267,733       266,139      265,251      265,801

Sources:

2001 Population Census
Bucks County Council's District wide Projections for South Bucks, Chiltern and Wycombe 2001 to 2026
Herts County Council's District wide Projections for Three Rivers: EERA projections 2001 to 2021; ONS projections 2021 to 2026
ONS Unitary Authority Projections for Slough 2004 to 2026




                                                                                    h
Table 2B: Convenience Retail Expenditure Per Capita (2005 Prices)

Expenditure Per Capita                            2007         2011         2016        2021           2026      Growth      Growth      Growth      Growth
                                                                                                                2007-2011   2007-2016   2007-2021   2007-2026

Zone 1: Chesham & North Chiltern                 £1,645       £1,678       £1,751      £1,813          £1,878     2.0%        6.4%       10.2%       14.2%
Zone 2: Amersham                                 £1,732       £1,767       £1,844      £1,909          £1,977     2.0%        6.5%       10.2%       14.1%
Zone 3: Beaconsfield                             £1,731       £1,766       £1,843      £1,908          £1,976     2.0%        6.5%       10.2%       14.2%
Zone 4: Gerrards Cross/Chalfonts                 £1,707       £1,741       £1,818      £1,882          £1,949     2.0%        6.5%       10.3%       14.2%
Zone 5: Central South Bucks                      £1,727       £1,762       £1,839      £1,904          £1,972     2.0%        6.5%       10.2%       14.2%
Zone 6: Burnham/Slough west                      £1,471       £1,501       £1,567      £1,622          £1,680     2.0%        6.5%       10.3%       14.2%
Zone 7: Iver/Iver Heath                          £1,592       £1,624       £1,695      £1,755          £1,818     2.0%        6.5%       10.2%       14.2%
Zone 8: Denham/Harefield                         £1,609       £1,641       £1,713      £1,774          £1,837     2.0%        6.5%       10.3%       14.2%
Zone 9: Chorleywood/Bovingdon                    £1,740       £1,775       £1,852      £1,918          £1,986     2.0%        6.4%       10.2%       14.1%
Zone 10: Great Missenden/Holmer Green            £1,702       £1,736       £1,812      £1,877          £1,943     2.0%        6.5%       10.3%       14.2%
Zone 11: Loudwater/Flackwell Heath               £1,730       £1,765       £1,842      £1,907          £1,975     2.0%        6.5%       10.2%       14.2%




Sources:
Experian local estimates of 2005 convenience goods expenditure per capita
Excluding special forms of trading - 1.9% in 2007, 2.0% in 2008, 2.1% in 2009, 2.2% in 2010 and 2.3% in 2011 and beyond
Experian Business Strategies - recommended forecast growth rates
(0.5% per annum between 2005 to 2010, 0.9% between 2011 and 2015 and 0.7% per annum between 2016 and 2026)




                                                                                                   i
Table 3B: Total Convenience Retail Expenditure (£M - 2005 Prices)

Expenditure                                2007         2011         2016     2021          2026      Growth      Growth      Growth      Growth
                                                                                                     2007-2011   2007-2016   2007-2021   2007-2026

Zone 1: Chesham & North Chiltern          £45.69       £46.66       £48.48   £49.91        £51.59      2.1%        6.1%       9.2%        12.9%
Zone 2: Amersham                          £40.56       £41.42       £43.02   £44.30        £45.78      2.1%        6.1%       9.2%        12.9%
Zone 3: Beaconsfield                      £27.40       £27.97       £28.99   £29.89        £31.00      2.1%        5.8%       9.1%        13.1%
Zone 4: Gerrards Cross/Chalfonts          £46.62       £47.58       £49.41   £50.90        £52.69      2.1%        6.0%       9.2%        13.0%
Zone 5: Central South Bucks               £24.92       £25.43       £26.33   £27.17        £28.24      2.0%        5.6%       9.0%        13.3%
Zone 6: Burnham/Slough west               £92.00       £93.58       £96.72   £99.87        £103.73     1.7%        5.1%       8.5%        12.7%
Zone 7: Iver/Iver Heath                   £16.04       £16.36       £16.94   £17.49        £18.17      2.0%        5.6%       9.0%        13.3%
Zone 8: Denham/Harefield                  £25.88       £26.43       £27.46   £28.40        £29.69      2.1%        6.1%       9.7%        14.7%
Zone 9: Chorleywood/Bovingdon             £28.05       £28.69       £29.89   £30.88        £32.25      2.3%        6.6%       10.1%       15.0%
Zone 10: Great Missenden/Holmer Green     £49.11       £50.30       £52.31   £53.99        £55.90      2.4%        6.5%       9.9%        13.8%
Zone 11: Loudwater/Flackwell Heath        £43.25       £44.50       £46.30   £47.91        £49.81      2.9%        7.1%       10.8%       15.2%

Catchment Area Total                      £439.53      £448.94   £465.86     £480.71       £498.85     2.1%        6.0%        9.4%       13.5%

Sources:                                Table 1B and Table 2B




                                                                                       j
Table 4B:                          Estimated Convenience Shopping Penetration Rates

Store/Destination                     Zone 1      Zone 2       Zone 3   Zone 4    Zone 5     Zone 6       Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow

Tesco, Amersham                        15%          50%          9%      29%           0%      0%          2%       6%       10%      29%        3%       5%
Other shops, Amersham                  1%           14%          0%      0%            0%      0%          0%       1%        0%      0%         0%       5%
Sainsbury's, Chesham                   37%           8%          0%      0%            0%      0%          0%       0%        2%      1%         0%       5%
Waitrose, Chesham                      25%          11%          0%      1%            0%      0%          0%       1%        3%      5%         0%       5%
Other shops, Chesham                   3%            0%          0%      0%            0%      0%          3%       0%        1%      0%         0%       5%
Other shops, Chalfont St Peter         0%            1%          0%      20%           1%      0%          0%       2%        0%      0%         0%       2%
Local & Neighbourhood Centres          2%            1%          1%      1%            0%      0%          0%       0%        0%      11%        3%       2%
Chiltern sub-total                     83%          85%         10%      51%           1%      0%           5%      10%      16%      46%        6%      n/a
Sainsbury's, Beaconsfield              0%            4%         38%      14%          13%      0%          1%       2%        1%      8%        15%       5%
Waitrose, Beaconsfield                 1%            4%         32%      7%           10%      1%          3%       2%        1%      2%         7%       5%
Other shops, Beaconsfield              0%            1%          4%      1%            2%      1%          0%       0%        0%      0%         1%       5%
Other shops, Gerrards Cross            0%            0%          1%      12%           4%      0%          0%       4%        0%      0%         0%       5%
Sainsbury's, Taplow                    0%            0%          0%      1%            4%     27%          0%       0%        0%      0%         0%      20%
Local & Neighbourhood Centres          0%            0%          1%      2%           15%      7%          11%      3%        0%      1%         0%       2%
South Bucks sub-total                   1%           9%         76%      37%          48%     36%          15%      11%       2%      11%       23%      n/a
Rest of Study Area                     0%            1%          0%      1%            0%      0%          0%       2%       18%      15%        6%       5%
Study Area Total                       84%          95%          86%     89%          49%     36%          20%      23%      36%      72%       35%      n/a
Other outside Study Area               16%          5%           14%     11%          51%     64%          80%      77%      64%      28%       65%      n/a
Market Share Total                    100%         100%         100%    100%          100%   100%         100%     100%     100%      100%      100%     n/a

                           Sources: NEMS Household Survey July 2007




                                                                                                      k
Table 5B:                         Convenience Turnover in Chiltern and South Bucks Districts 2007

                                     Zone 1       Zone 2       Zone 3   Zone 4      Zone 5      Zone 6   Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                 Turnover
Available Expenditure 2007 £M        £45.69       £40.56       £27.40   £46.62      £24.92      £92.00   £16.04   £25.88   £28.05   £49.11    £43.25     £m         £m

Tesco, Amersham                      £6.85            £20.28   £2.47    £13.52       £0.00      £0.00    £0.32    £1.55    £2.81    £14.24     £1.30    £3.33    £66.67
Other shops, Amersham                £0.46            £5.68    £0.00    £0.00        £0.00      £0.00    £0.00    £0.26    £0.00    £0.00      £0.00    £0.34     £6.73
Sainsbury's, Chesham                 £16.91           £3.24    £0.00    £0.00        £0.00      £0.00    £0.00    £0.00    £0.56    £0.49      £0.00    £1.12    £22.32
Waitrose, Chesham                    £11.42           £4.46    £0.00    £0.47        £0.00      £0.00    £0.00    £0.26    £0.84    £2.46      £0.00    £1.05    £20.95
Other shops, Chesham                 £1.37            £0.00    £0.00    £0.00        £0.00      £0.00    £0.48    £0.00    £0.28    £0.00      £0.00    £0.11     £2.24
Other shops, Chalfont St Peter       £0.00            £0.41    £0.00    £9.32        £0.25      £0.00    £0.00    £0.52    £0.00    £0.00      £0.00    £0.21    £10.71
Local & Neighbourhood Centres        £0.91            £0.41    £0.27    £0.47        £0.00      £0.00    £0.00    £0.00    £0.00    £5.40      £1.30    £0.18     £8.94
Chiltern sub-total                   £37.93           £34.47   £2.74    £23.78       £0.25      £0.00    £0.80    £2.59    £4.49    £22.59     £2.59    £6.34    £138.57
Sainsbury's, Beaconsfield            £0.00            £1.62    £10.41   £6.53        £3.24      £0.00    £0.16    £0.52    £0.28    £3.93      £6.49    £1.75    £34.92
Waitrose, Beaconsfield               £0.46            £1.62    £8.77    £3.26        £2.49      £0.92    £0.48    £0.52    £0.28    £0.98      £3.03    £1.20    £24.01
Other shops, Beaconsfield            £0.00            £0.41    £1.10    £0.47        £0.50      £0.92    £0.00    £0.00    £0.00    £0.00      £0.43    £0.20     £4.02
Other shops, Gerrards Cross          £0.00            £0.00    £0.27    £5.59        £1.00      £0.00    £0.00    £1.04    £0.00    £0.00      £0.00    £0.42     £8.32
Sainsbury's, Taplow                  £0.00            £0.00    £0.00    £0.47        £1.00      £24.84   £0.00    £0.00    £0.00    £0.00      £0.00    £6.58    £32.88
Local & Neighbourhood Centres        £0.00            £0.00    £0.27    £0.93        £3.74      £6.44    £1.76    £0.78    £0.00    £0.49      £0.00    £0.29    £14.71
South Bucks sub-total                £0.46            £3.65    £20.83   £17.25      £11.96      £33.12   £2.41    £2.85    £0.56    £5.40      £9.95    £10.43   £118.86
Rest of Study Area                   £0.00            £0.41    £0.00    £0.47        £0.00      £0.00    £0.00    £0.52    £5.05    £7.37      £2.59    £0.86    £17.26
Study Area Total                      £38.38          £38.53   £23.57   £41.49      £12.21      £33.12   £3.21    £5.95    £10.10   £35.36    £15.14    £17.64   £274.69
Outflow from Study Area              £7.31            £2.03    £3.84    £5.13       £12.71      £58.88   £12.83   £19.93   £17.96   £13.75    £28.11
Total                                £45.69           £40.56   £27.40   £46.62      £24.92      £92.00   £16.04   £25.88   £28.05   £49.11    £43.25

                          Sources: Tables 3B and 4B




                                                                                                          l
Table 6B:                          Estimated Future Convenience Shopping Penetration Rates

Store/Destination                     Zone 1      Zone 2       Zone 3   Zone 4     Zone 5    Zone 6       Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow

Tesco, Amersham                        15%          49%          7%      14%         0%        0%           2%      5%        9%      29%        3%       5%
Other shops, Amersham                   1%          14%          0%       0%         0%        0%           0%      1%        0%      0%         0%       5%
Sainsbury's, Chesham                   37%          8%           0%       0%         0%        0%           0%      0%        2%      1%         0%       5%
Waitrose, Chesham                      25%          11%          0%       1%         0%        0%           0%      1%        3%      5%         0%       5%
Other shops, Chesham                    3%          0%           0%       0%         0%        0%           3%      0%        1%      0%         0%       5%
Other shops, Chalfont St Peter          0%          1%           0%      15%         1%        0%           0%      2%        0%      0%         0%       2%
Local & Neighbourhood Centres           2%          1%           2%       1%         0%        0%           0%      0%        0%      11%        3%       2%
Chiltern sub-total                     83%          84%          9%      31%         1%        0%           5%       9%      15%      46%        6%      n/a
Sainsbury's, Beaconsfield               0%          4%          35%      11%         9%        0%           1%      1%        1%      8%        14%       5%
Waitrose, Beaconsfield                  1%          4%          30%       5%         7%        1%           2%      2%        1%      2%         6%       5%
Other shops, Beaconsfield               0%          1%           3%       1%         2%        1%           0%      0%        0%      0%         1%       5%
Proposed Tesco, Gerrards Cross          0%          1%           8%      35%        20%        1%           3%      5%        1%      0%         0%       5%
Other shops, Gerrards Cross             0%          0%           1%       9%         4%        0%           0%      4%        0%      0%         0%       5%
Sainsbury's, Taplow                     0%          0%           0%       1%         2%       26%           0%      0%        0%      0%         0%      20%
Local & Neighbourhood Centres           0%          0%           1%       0%        20%        7%          10%      3%        0%      1%         0%       2%
South Bucks sub-total                   1%          10%         78%      62%        64%       36%          16%      15%       3%      11%       21%      n/a
Rest of Study Area                      0%          1%           0%       1%         0%        0%           0%      2%       18%      15%        6%       5%
Study Area Total                       84%          95%          87%     94%        65%       36%          21%      26%      36%      72%       33%      n/a
Other outside Study Area               16%          5%           13%     6%         35%       64%          79%      74%      64%      28%       67%      n/a
Market Share Total                    100%         100%         100%    100%        100%     100%         100%     100%     100%      100%      100%     n/a

                           Sources: NEMS Household Survey July 2007




                                                                                                      m
Table 7B:                        Convenience Turnover in Chiltern and South Bucks Districts 2011

                                   Zone 1      Zone 2      Zone 3      Zone 4      Zone 5      Zone 6   Zone 7      Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                   Turnover
Available Expenditure 2011 £M      £46.66      £41.42      £27.97      £47.58      £25.43      £93.58   £16.36      £26.43   £28.69   £50.30    £44.50     £m         £m

Tesco, Amersham                     £7.00      £20.30       £1.96       £6.66       £0.00      £0.00        £0.33   £1.32    £2.58    £14.59     £1.34     £2.95    £59.02
Other shops, Amersham               £0.47       £5.80       £0.00       £0.00       £0.00      £0.00        £0.00   £0.26    £0.00     £0.00     £0.00     £0.34    £6.87
Sainsbury's, Chesham               £17.26       £3.31       £0.00       £0.00       £0.00      £0.00        £0.00   £0.00    £0.57     £0.50     £0.00     £1.14    £22.79
Waitrose, Chesham                  £11.67       £4.56       £0.00       £0.48       £0.00      £0.00        £0.00   £0.26    £0.86     £2.52     £0.00     £1.07    £21.41
Other shops, Chesham                £1.40       £0.00       £0.00       £0.00       £0.00      £0.00        £0.49   £0.00    £0.29     £0.00     £0.00     £0.11    £2.29
Other shops, Chalfont St Peter      £0.00       £0.41       £0.00       £7.14       £0.25      £0.00        £0.00   £0.53    £0.00     £0.00     £0.00     £0.17    £8.50
Local & Neighbourhood Centres       £0.93       £0.41       £0.56       £0.48       £0.00      £0.00        £0.00   £0.00    £0.00     £5.53     £1.34     £0.19    £9.44
Chiltern sub-total                 £38.73      £34.79       £2.52      £14.75       £0.25      £0.00        £0.82   £2.38    £4.30    £23.14     £2.67     £5.98   £130.33
Sainsbury's, Beaconsfield           £0.00       £1.66       £9.79       £5.23       £2.29      £0.00        £0.16   £0.26    £0.29     £4.02     £6.23     £1.58    £31.51
Waitrose, Beaconsfield              £0.47       £1.66       £8.39       £2.38       £1.78      £0.94        £0.33   £0.53    £0.29     £1.01     £2.67     £1.08    £21.50
Other shops, Beaconsfield           £0.00       £0.41       £0.84       £0.48       £0.51      £0.94        £0.00   £0.00    £0.00     £0.00     £0.45     £0.19    £3.81
Proposed Tesco, Gerrards Cross      £0.00       £0.41       £2.24      £16.65       £5.09      £0.94        £0.49   £1.32    £0.29     £0.00     £0.00     £1.44    £28.87
Other shops, Gerrards Cross         £0.00       £0.00       £0.28       £4.28       £1.02      £0.00        £0.00   £1.06    £0.00     £0.00     £0.00     £0.35    £6.99
Sainsbury's, Taplow                 £0.00       £0.00       £0.00       £0.48       £0.51      £24.33       £0.00   £0.00    £0.00     £0.00     £0.00     £6.33    £31.64
Local & Neighbourhood Centres       £0.00       £0.00       £0.28       £0.00       £5.09      £6.55        £1.64   £0.79    £0.00     £0.50     £0.00     £0.30    £15.15
South Bucks sub-total               £0.47       £4.14      £21.82      £29.50      £16.28      £33.69       £2.62   £3.96    £0.86     £5.53     £9.35    £11.27   £139.48
Rest of Study Area                  £0.00       £0.41       £0.00       £0.48       £0.00      £0.00        £0.00   £0.53    £5.16     £7.55     £2.67      n/a     £16.80
Study Area Total                   £39.19      £39.35      £24.33      £44.73      £16.53      £33.69       £3.44   £6.87    £10.33   £36.22    £14.69    £17.24   £286.60
Outflow from Study Area             £7.47       £2.07       £3.64       £2.85       £8.90      £59.89   £12.92      £19.56   £18.36   £14.08    £29.82
Total                              £46.66      £41.42      £27.97      £47.58      £25.43      £93.58   £16.36      £26.43   £28.69   £50.30    £44.50




                                                                                                        n
Table 8B:                        Convenience Turnover in Chiltern and South Bucks Districts 2016

                                   Zone 1      Zone 2      Zone 3      Zone 4      Zone 5      Zone 6   Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                Turnover
Available Expenditure 2016 £M      £48.48      £43.02      £28.99      £49.41      £26.33      £96.72   £16.94   £27.46   £29.89   £52.31    £46.30     £m         £m

Tesco, Amersham                    £7.27       £21.08      £2.03        £6.92       £0.00       £0.00   £0.34    £1.37    £2.69    £15.17     £1.39    £3.07    £61.33
Other shops, Amersham              £0.48       £6.02       £0.00        £0.00       £0.00       £0.00   £0.00    £0.27    £0.00     £0.00     £0.00    £0.36     £7.14
Sainsbury's, Chesham               £17.94      £3.44       £0.00        £0.00       £0.00       £0.00   £0.00    £0.00    £0.60     £0.52     £0.00    £1.18    £23.68
Waitrose, Chesham                  £12.12      £4.73       £0.00        £0.49       £0.00       £0.00   £0.00    £0.27    £0.90     £2.62     £0.00    £1.11    £22.25
Other shops, Chesham               £1.45       £0.00       £0.00        £0.00       £0.00       £0.00   £0.51    £0.00    £0.30     £0.00     £0.00    £0.12     £2.38
Other shops, Chalfont St Peter     £0.00       £0.43       £0.00        £7.41       £0.26       £0.00   £0.00    £0.55    £0.00     £0.00     £0.00    £0.18     £8.83
Local & Neighbourhood Centres      £0.97       £0.43       £0.58        £0.49       £0.00       £0.00   £0.00    £0.00    £0.00     £5.75     £1.39    £0.20     £9.81
Chiltern sub-total                 £40.24      £36.14      £2.61       £15.32       £0.26       £0.00   £0.85    £2.47    £4.48    £24.06     £2.78    £6.21    £135.42
Sainsbury's, Beaconsfield          £0.00       £1.72       £10.15       £5.44       £2.37       £0.00   £0.17    £0.27    £0.30     £4.18     £6.48    £1.64    £32.72
Waitrose, Beaconsfield             £0.48       £1.72       £8.70        £2.47       £1.84       £0.97   £0.34    £0.55    £0.30     £1.05     £2.78    £1.12    £22.31
Other shops, Beaconsfield          £0.00       £0.43       £0.87        £0.49       £0.53       £0.97   £0.00    £0.00    £0.00     £0.00     £0.46    £0.20     £3.95
Proposed Tesco, Gerrards Cross     £0.00       £0.43       £2.32       £17.29       £5.27       £0.97   £0.51    £1.37    £0.30     £0.00     £0.00    £1.50    £29.95
Other shops, Gerrards Cross        £0.00       £0.00       £0.29        £4.45       £1.05       £0.00   £0.00    £1.10    £0.00     £0.00     £0.00    £0.36     £7.25
Sainsbury's, Taplow                £0.00       £0.00       £0.00        £0.49       £0.53      £25.15   £0.00    £0.00    £0.00     £0.00     £0.00    £6.54    £32.71
Local & Neighbourhood Centres      £0.00       £0.00       £0.29        £0.00       £5.27       £6.77   £1.69    £0.82    £0.00     £0.52     £0.00    £0.31    £15.68
South Bucks sub-total              £0.48       £4.30       £22.61      £30.63      £16.85      £34.82   £2.71    £4.12    £0.90     £5.75     £9.72    £11.66   £144.57
Rest of Study Area                 £0.00       £0.43       £0.00        £0.49       £0.00       £0.00   £0.00    £0.55    £5.38     £7.85     £2.78     n/a     £17.48
Study Area Total                   £40.72      £40.87      £25.22      £46.45      £17.11      £34.82   £3.56    £7.14    £10.76   £37.66    £15.28    £17.88    £297.47
Outflow from Study Area            £7.76       £2.15       £3.77        £2.96       £9.22      £61.90   £13.38   £20.32   £19.13   £14.65    £31.02
Total                              £48.48      £43.02      £28.99      £49.41      £26.33      £96.72   £16.94   £27.46   £29.89   £52.31    £46.30




                                                                                                        o
Table 9B:                        Convenience Turnover in Chiltern and South Bucks Districts 2021

                                   Zone 1      Zone 2      Zone 3      Zone 4      Zone 5      Zone 6   Zone 7      Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                   Turnover
Available Expenditure 2021 £M      £49.91      £44.30      £29.89      £50.90      £27.17      £99.87   £17.49      £28.40   £30.88   £53.99    £47.91     £m         £m

Tesco, Amersham                    £7.49       £21.71      £2.09        £7.13       £0.00      £0.00    £0.35       £1.42    £2.78    £15.66     £1.44    £3.16    £63.22
Other shops, Amersham              £0.50       £6.20       £0.00        £0.00       £0.00      £0.00    £0.00       £0.28    £0.00     £0.00     £0.00    £0.37     £7.35
Sainsbury's, Chesham               £18.47      £3.54       £0.00        £0.00       £0.00      £0.00    £0.00       £0.00    £0.62     £0.54     £0.00    £1.22    £24.39
Waitrose, Chesham                  £12.48      £4.87       £0.00        £0.51       £0.00      £0.00    £0.00       £0.28    £0.93     £2.70     £0.00    £1.15    £22.92
Other shops, Chesham               £1.50       £0.00       £0.00        £0.00       £0.00      £0.00    £0.52       £0.00    £0.31     £0.00     £0.00    £0.12     £2.45
Other shops, Chalfont St Peter     £0.00       £0.44       £0.00        £7.64       £0.27      £0.00    £0.00       £0.57    £0.00     £0.00     £0.00    £0.18     £9.10
Local & Neighbourhood Centres      £1.00       £0.44       £0.60        £0.51       £0.00      £0.00    £0.00       £0.00    £0.00     £5.94     £1.44    £0.20    £10.13
Chiltern sub-total                 £41.43      £37.21      £2.69       £15.78       £0.27      £0.00    £0.87       £2.56    £4.63    £24.84     £2.87    £6.40    £139.55
Sainsbury's, Beaconsfield          £0.00       £1.77       £10.46       £5.60       £2.45      £0.00    £0.17       £0.28    £0.31     £4.32     £6.71    £1.69    £33.76
Waitrose, Beaconsfield             £0.50       £1.77       £8.97        £2.55       £1.90      £1.00    £0.35       £0.57    £0.31     £1.08     £2.87    £1.15    £23.02
Other shops, Beaconsfield          £0.00       £0.44       £0.90        £0.51       £0.54      £1.00    £0.00       £0.00    £0.00     £0.00     £0.48    £0.20     £4.07
Proposed Tesco, Gerrards Cross     £0.00       £0.44       £2.39       £17.82       £5.43      £1.00    £0.52       £1.42    £0.31     £0.00     £0.00    £1.54    £30.88
Other shops, Gerrards Cross        £0.00       £0.00       £0.30        £4.58       £1.09      £0.00    £0.00       £1.14    £0.00     £0.00     £0.00    £0.37     £7.48
Sainsbury's, Taplow                £0.00       £0.00       £0.00        £0.51       £0.54      £25.97   £0.00       £0.00    £0.00     £0.00     £0.00    £6.75    £33.77
Local & Neighbourhood Centres      £0.00       £0.00       £0.30        £0.00       £5.43      £6.99    £1.75       £0.85    £0.00     £0.54     £0.00    £0.32    £16.19
South Bucks sub-total              £0.50       £4.43       £23.31      £31.56      £17.39      £35.95   £2.80       £4.26    £0.93     £5.94    £10.06    £12.04   £149.17
Rest of Study Area                 £0.00       £0.44       £0.00        £0.51       £0.00      £0.00    £0.00       £0.57    £5.56     £8.10     £2.87     n/a     £18.05
Study Area Total                   £41.92      £42.09      £26.00      £47.85      £17.66      £35.95       £3.67   £7.38    £11.12   £38.87    £15.81    £18.44   £306.77
Outflow from Study Area            £7.99       £2.22       £3.89        £3.05       £9.51      £63.92   £13.82      £21.02   £19.76   £15.12    £32.10
Total                              £49.91      £44.30      £29.89      £50.90      £27.17      £99.87   £17.49      £28.40   £30.88   £53.99    £47.91




                                                                                                        p
Table 10B:                         Convenience Turnover in Chiltern and South Bucks Districts 2026

                                      Zone 1      Zone 2       Zone 3    Zone 4      Zone 5      Zone 6   Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                  Turnover
Available Expenditure 2026 £M         £51.59      £45.78       £31.00    £52.69      £28.24     £103.73   £18.17   £29.69   £32.25   £55.90    £49.81     £m         £m

Tesco, Amersham                       £7.74        £22.43       £2.17     £7.38      £0.00       £0.00    £0.36    £1.48    £2.90    £16.21    £1.49     £3.27     £65.45
Other shops, Amersham                 £0.52        £6.41        £0.00     £0.00      £0.00       £0.00    £0.00    £0.30    £0.00    £0.00     £0.00     £0.38     £7.60
Sainsbury's, Chesham                  £19.09       £3.66        £0.00     £0.00      £0.00       £0.00    £0.00    £0.00    £0.65    £0.56     £0.00     £1.26     £25.22
Waitrose, Chesham                     £12.90       £5.04        £0.00     £0.53      £0.00       £0.00    £0.00    £0.30    £0.97    £2.80     £0.00     £1.19     £23.70
Other shops, Chesham                  £1.55        £0.00        £0.00     £0.00      £0.00       £0.00    £0.55    £0.00    £0.32    £0.00     £0.00     £0.13     £2.54
Other shops, Chalfont St Peter        £0.00        £0.46        £0.00     £7.90      £0.28       £0.00    £0.00    £0.59    £0.00    £0.00     £0.00     £0.19     £9.43
Local & Neighbourhood Centres         £1.03        £0.46        £0.62     £0.53      £0.00       £0.00    £0.00    £0.00    £0.00    £6.15     £1.49     £0.21     £10.49
Chiltern sub-total                    £42.82       £38.46       £2.79    £16.33      £0.28       £0.00    £0.91    £2.67    £4.84    £25.71    £2.99     £6.62    £144.43
Sainsbury's, Beaconsfield             £0.00        £1.83       £10.85     £5.80      £2.54       £0.00    £0.18    £0.30    £0.32    £4.47     £6.97     £1.75     £35.02
Waitrose, Beaconsfield                £0.52        £1.83        £9.30     £2.63      £1.98       £1.04    £0.36    £0.59    £0.32    £1.12     £2.99     £1.19     £23.88
Other shops, Beaconsfield             £0.00        £0.46        £0.93     £0.53      £0.56       £1.04    £0.00    £0.00    £0.00    £0.00     £0.50     £0.21     £4.23
Proposed Tesco, Gerrards Cross        £0.00        £0.46        £2.48    £18.44      £5.65       £1.04    £0.55    £1.48    £0.32    £0.00     £0.00     £1.60     £32.02
Other shops, Gerrards Cross           £0.00        £0.00        £0.31     £4.74      £1.13       £0.00    £0.00    £1.19    £0.00    £0.00     £0.00     £0.39     £7.76
Sainsbury's, Taplow                   £0.00        £0.00        £0.00     £0.53      £0.56       £26.97   £0.00    £0.00    £0.00    £0.00     £0.00     £7.02     £35.08
Local & Neighbourhood Centres         £0.00        £0.00        £0.31     £0.00      £5.65       £7.26    £1.82    £0.89    £0.00    £0.56     £0.00     £0.34     £16.82
South Bucks sub-total                 £0.52        £4.58       £24.18    £32.67      £18.07      £37.34   £2.91    £4.45    £0.97    £6.15     £10.46    £12.50   £154.79
Rest of Study Area                    £0.00        £0.46        £0.00     £0.53      £0.00       £0.00    £0.00    £0.59    £5.81    £8.39     £2.99      n/a      £18.76
Study Area Total                      £43.34       £43.49       £26.97   £49.53      £18.36      £37.34   £3.82    £7.72    £11.61   £40.25    £16.44    £19.12   £317.97
Outflow from Study Area               £8.25        £2.29        £4.03     £3.16      £9.88       £66.39   £14.35   £21.97   £20.64   £15.65    £33.37
Total                                 £51.59       £45.78      £31.00    £52.69      £28.24     £103.73   £18.17   £29.69   £32.25   £55.90    £49.81

                           Sources: NEMS Household Survey July 2007




                                                                                                          q
Table 11B: Summary of Convenience Turnover 2007 to 2026 (£Millions)

                                                                      2007                 2011                 2016                 2021                  2026
A - Available Expenditure
Amersham (inc Amersham Old Town)                                    £73.40                £65.89                £68.46              £70.57               £73.05
Chesham                                                             £45.52                £46.49                £48.31              £49.76               £51.46
Chalfont St Peter                                                   £10.71                 £8.50                 £8.83              £9.10                 £9.43
Local & Neighbourhood centres                                        £8.94                 £9.44                 £9.81              £10.13               £10.49
Chiltern District sub-total                                         £138.57              £130.33               £135.42             £139.55              £144.43
Beaconsfield (inc Beaconsfield Old Town)                            £62.96                £56.83                £58.98              £60.85               £63.12
Gerrards Cross                                                       £8.32                £35.85                £37.20              £38.36               £39.77
Sainsbury's, Taplow                                                 £32.88                £31.64                £32.71              £33.77               £35.08
Local & Neighbourhood centres                                       £14.71                £15.15                £15.68              £16.19               £16.82
South Bucks sub-total                                               £118.86              £139.48               £144.57             £149.17              £154.79
B - Benchmark Turnover Existing Floorspace
Amersham (inc Amersham Old Town)                                    £63.11                £63.87                £64.83              £65.81               £66.81
Chesham                                                             £35.76                £36.19                £36.74              £37.29               £37.85
Chalfont St Peter                                                    £8.27                 £8.37                 £8.50              £8.62                 £8.75
Local & Neighbourhood centres                                        £9.03                 £9.14                 £9.28              £9.42                 £9.56
Chiltern District sub-total                                         £116.17              £117.57               £119.34             £121.15              £122.97
Beaconsfield (inc Beaconsfield Old Town)                            £47.35                £47.92                £48.64              £49.38               £50.12
Gerrards Cross                                                      £10.02                £10.14                £10.29              £10.45               £10.61
Sainsbury's, Taplow                                                 £22.84                £23.12                £23.46              £23.82               £24.18
Local & Neighbourhood centres                                       £16.54                £16.74                £16.99              £17.25               £17.51
South Bucks sub-total                                               £96.75                £97.92                £99.39             £100.89              £102.42
C - Benchmark Turnover Commitments
Amersham (inc Amersham Old Town)                                      £0.00                £0.00                £0.00               £0.00                £0.00
Chesham                                                               £0.00                £0.00                £0.00               £0.00                £0.00
Chalfont St Peter                                                     £0.00                £0.00                £0.00               £0.00                £0.00
Local & Neighbourhood centres                                         £0.00                £0.00                £0.00               £0.00                £0.00
Chiltern District sub-total                                           £0.00                £0.00                £0.00               £0.00                £0.00
Beaconsfield (inc Beaconsfield Old Town)                              £0.00                £0.00                £0.00               £0.00                £0.00
Gerrards Cross (1)                                                    £0.00               £26.29               £26.69               £27.09              £27.50
Sainsbury's, Taplow                                                   £0.00                £0.00                £0.00               £0.00                £0.00
Local & Neighbourhood centres (2)                                     £0.00                £1.40                £1.42               £1.44                £1.46
South Bucks sub-total                                                 £0.00               £27.69               £28.11               £28.53              £28.96
D - Surplus/Deficit Expenditure
Amersham (inc Amersham Old Town)                                     £10.29                £2.02                £3.63               £4.76                £6.24
Chesham                                                               £9.76               £10.30               £11.57               £12.46              £13.61
Chalfont St Peter                                                     £2.44                £0.13                £0.33               £0.48                £0.67
Local & Neighbourhood centres                                        -£0.09                £0.30                £0.54               £0.71                £0.93
Chiltern District sub-total                                          £22.40               £12.76               £16.07               £18.41              £21.45
Beaconsfield (inc Beaconsfield Old Town)                             £15.61                £8.90               £10.33               £11.47              £12.99
Gerrards Cross                                                       -£1.70               -£0.58                £0.22               £0.82                £1.67
Sainsbury's, Taplow                                                  £10.04                £8.53                £9.25               £9.96               £10.90
Local & Neighbourhood centres                                        -£1.83               -£2.99               -£2.73               -£2.50              -£2.15
South Bucks sub-total                                                £22.11               £13.87               £17.07               £19.74              £23.41

Source:                                                        Tables 5B to 10B

(1) Tesco commitment at Gerrards Cross due to open 2010 - estimated 2,000 sq m net convenience floorspace @ £13,145 per sq m net
(2) redevelopment of Stoke Poges local centre - assumes 50% of floorspace will be convenience retail (495 sq m gross or 350 sq m net @ £4,000 per sq m net)


A Available Expenditure from Tables 5B to 10B
B Benchmark turnovers from Tables 1A and 2A
C Benchmark turnovers of commitments from Table 5A
D=A-B-C




                                                                                                                                                       r
Table 12B: Convenience Floorspace Projections 2007 to 2026

                                                                       2007                 2011                 2016                   2021               2026

A Surplus/Deficit Expenditure
Amersham (inc Amersham Old Town)                                      £10.29                £2.02                £3.63                  £4.76               £6.24
Chesham                                                                £9.76               £10.30               £11.57                  £12.46             £13.61
Chalfont St Peter                                                      £2.44                £0.13                £0.33                  £0.48               £0.67
Local & Neighbourhood centres                                         -£0.09                £0.30                £0.54                  £0.71               £0.93
Chiltern District sub-total                                           £22.40               £12.76               £16.07                  £18.41             £21.45
Beaconsfield (inc Beaconsfield Old Town)                              £15.61                £8.90               £10.33                  £11.47             £12.99
Gerrards Cross                                                        -£1.70               -£0.58                £0.22                  £0.82               £1.67
Sainsbury's, Taplow                                                   £10.04                £8.53                £9.25                  £9.96              £10.90
Local & Neighbourhood centres                                         -£1.83               -£2.99               -£2.73                  -£2.50             -£2.15
South Bucks sub-total                                                 £22.11               £13.87               £17.07                  £19.74             £23.41
B New Floorspace Turnover Density
District Centres                                                      £8,500               £8,602               £8,732                  £8,864             £8,998

Local & Neighbourhood centres                                         £4,500               £4,554               £4,623                  £4,693             £4,764

C Sales Floorspace Projection Sq M Net
Amersham (inc Amersham Old Town)                                      1,211                  235                  416                    537                694
Chesham                                                               1,148                 1,198                1,325                  1,406              1,512
Chalfont St Peter                                                      287                    16                   38                    54                  75
Local & Neighbourhood centres                                          -20                    66                  116                    151                195
Chiltern District sub-total                                           2,625                 1,514                1,895                  2,148              2,476
Beaconsfield (inc Beaconsfield Old Town)                              1,836                 1,035                1,183                  1,294              1,444
Gerrards Cross                                                        -200                   -67                   26                    92                 186
Sainsbury's, Taplow                                                   1,181                  991                 1,059                  1,123              1,211
Local & Neighbourhood centres                                         -406                  -656                 -591                   -533               -452
South Bucks sub-total                                                 2,410                 1,303                1,677                  1,976              2,390
D Gross Floorspace Projection Sq M
Amersham (inc Amersham Old Town)                                      1,729                  335                  594                    766                991
Chesham                                                               1,640                 1,711                1,893                  2,009              2,161
Chalfont St Peter                                                      410                    22                   55                    77                 107
Local & Neighbourhood centres                                          -29                    94                  166                    216                279
Chiltern District sub-total                                           3,750                 2,163                2,708                  3,068              3,537
Beaconsfield (inc Beaconsfield Old Town)                              2,623                 1,479                1,690                  1,849              2,063
Gerrards Cross                                                        -286                   -96                   37                    132                265
Sainsbury's, Taplow                                                   1,687                 1,416                1,513                  1,604              1,730
Local & Neighbourhood centres                                         -581                  -937                 -844                   -762               -645
South Bucks sub-total                                                 3,443                 1,862                2,395                  2,823              3,414

Source:                                                         Tables 5B to 9B

(1) commitment at Gerrards Cross is the forthcoming Tesco store which is due to open 2010 and is estimated to have 2,000 sq m net convenience floorspace
(2) redevelopment of Stoke Poges local centre - assumes 50% of floorspace will be convenience retail (495 sq m gross or 350 sq m net)


A Surplus Expenditure from Table 12B
B New floorspace turnovers density based on exitsing averages from Tables 1A and 2A
C = A divided by B
D Gross floorspace based on a net to gross ratio of 70% (D = C/70%)




                                                                                                                                                      s
        Appendix C


Comparison Retail Assessment




                               t
Table 1C: Comparison Goods Retail Expenditure Per Capita (2005 Prices)

Expenditure Per Capita                         2007         2011        2016         2021        2026      Growth    Growth    Growth    Growth
                                                                                                          2007-2011 2007-2016 2007-2021 2007-2026

Zone 1: Chesham & North Chiltern              £3,194       £3,691       £4,358      £5,252      £6,328      15.6%       36.4%       64.4%   98.1%
Zone 2: Amersham                              £3,422       £3,955       £4,669      £5,626      £6,780      15.6%       36.4%       64.4%   98.1%
Zone 3: Beaconsfield                          £3,448       £3,985       £4,705      £5,670      £6,832      15.6%       36.5%       64.4%   98.1%
Zone 4: Gerrards Cross/Chalfonts              £3,391       £3,919       £4,627      £5,576      £6,719      15.6%       36.4%       64.4%   98.1%
Zone 5: Central South Bucks                   £3,436       £3,971       £4,689      £5,650      £6,808      15.6%       36.5%       64.4%   98.1%
Zone 6: Burnham/Slough west                   £2,916       £3,370       £3,979      £4,795      £5,778      15.6%       36.5%       64.4%   98.1%
Zone 7: Iver/Iver Heath                       £3,122       £3,608       £4,260      £5,133      £6,185      15.6%       36.5%       64.4%   98.1%
Zone 8: Denham/Harefield                      £3,053       £3,529       £4,167      £5,021      £6,050      15.6%       36.5%       64.5%   98.2%
Zone 9: Chorleywood/Bovingdon                 £3,415       £3,946       £4,659      £5,615      £6,766      15.5%       36.4%       64.4%   98.1%
Zone 10: Great Missenden/Holmer Green         £3,377       £3,903       £4,608      £5,553      £6,691      15.6%       36.5%       64.4%   98.1%
Zone 11: Loudwater/Flackwell Heath            £3,434       £3,969       £4,686      £5,646      £6,804      15.6%       36.5%       64.4%   98.1%


Sources:
Experian local estimates of 2005 comparison goods expenditure per capita
Excluding special froms of trading - 6.5% in 2007, 7.0% in 2008, 7.4% in 2009, 7.7% in 2010, 7.8% in 2011 and 7.9% in 2012 and beyond
Experian Business Strategies - recommended forecast growth rates
(4.3% per annum between 2005 to 2010, 3.3% between 2011 to 2015 and 3.8% between 2016 and 2026)




                                                                                         u
Table 2C: Total Available Comparison Goods Expenditure (£M - 2005 Prices)

Expenditure                                2007           2011       2016        2021        2026        Growth      Growth      Growth    Growth
                                                                                                        2007-2011   2007-2016   2007-2021 2007-2026

Zone 1: Chesham & North Chiltern            £91.24        £109.02    £124.49     £135.62     £151.88      19%         36%         49%       66%
Zone 2: Amersham                            £82.69         £99.06    £113.17     £123.95     £140.68      20%         37%         50%       70%
Zone 3: Beaconsfield                        £58.91         £72.64     £83.55      £97.49     £126.55      23%         42%         65%       115%
Zone 4: Gerrards Cross/Chalfonts            £97.47        £118.28    £135.54     £152.85     £185.16      21%         39%         57%       90%
Zone 5: Central South Bucks                 £54.59         £68.12     £78.58      £93.96     £127.68      25%         44%         72%       134%
Zone 6: Burnham/Slough west                £192.06        £223.80    £250.93     £293.90     £355.61      17%         31%         53%       85%
Zone 7: Iver/Iver Heath                     £34.63         £43.21     £49.84      £59.59      £80.98      25%         44%         72%       134%
Zone 8: Denham/Harefield                    £52.82         £65.88     £78.58      £97.31     £123.18      25%         49%         84%       133%
Zone 9: Chorleywood/Bovingdon               £56.35         £68.44     £82.38      £98.65     £124.28      21%         46%         75%       121%
Zone 10: Great Missenden/Holmer Green       £97.02        £116.41    £131.89     £147.24     £173.68      20%         36%         52%       79%
Zone 11: Loudwater/Flackwell Heath          £81.75         £98.93    £110.83     £129.14     £167.04      21%         36%         58%       104%

Catchment Area Total                       £899.52    £1,083.79     £1,239.79   £1,429.71   £1,756.72     20%         38%         59%       95%

Sources:                                Table 1B and 1C




                                                                                        v
Table 3C:                                           Comparison Expenditure Penetration Rates and Turnover 2007

                                                      Zone 1      Zone 2      Zone 3   Zone 4   Zone 5    Zone 6        Zone 7   Zone 8   Zone 9   Zone 10   Zone 11     Inflow       Total
                                                                                                                                                                       Expenditure     £M

Available Expenditure 2007                             £91.24     £82.69      £58.91   £97.47   £54.59    £192.06       £34.63   £52.82   £56.35   £97.02    £81.75        n/a       £899.52

Market Share
Amersham                                                 4%        20%          3%      4%       0%        1%            0%       1%       2%       5%        1%          15%
Chalfont St Peter                                        0%         1%          1%      7%       0%        0%            0%       1%       0%       0%        0%          10%
Chesham                                                 26%         9%          0%      1%       0%        0%            0%       0%       1%       2%        0%          15%
Other incl. local & neighbourhood centres                1%         2%          0%      1%       0%        0%            0%       0%       0%       4%        0%           5%
Chiltern sub-total                                      31%        32%          4%      13%       0%        1%           0%        2%       3%      11%        1%
Beaconsfield                                             1%         2%         22%      4%       4%        1%            0%       1%       0%       3%        7%          15%
Gerrards Cross                                           0%         1%          1%      8%       4%        0%            1%       2%       0%       0%        0%          15%
Bishop's Centre, Taplow                                  0%         0%          0%      3%       1%        1%            0%       0%       2%       1%        0%          40%
Other incl. local & neighbourhood centres                0%         0%          2%      1%       5%        3%            4%       1%       0%       0%        0%          30%
South Bucks sub-total                                    1%         3%         25%      16%      14%        5%           5%        4%       2%       4%        7%
Rest of Study Area                                       0%         1%          3%      1%       0%        1%            0%       1%       8%       2%        4%          N/A
Study Area Total                                        32%        36%         32%      30%      14%        7%           5%        7%      13%      17%       12%         n/a
Other outside Study Area                                68%        64%         68%      70%      86%       93%           95%      93%      87%      83%       88%         n/a
Market Share Total                                     100%       100%        100%     100%     100%      100%          100%     100%     100%     100%      100%         n/a

                                                      Zone 1      Zone 2      Zone 3   Zone 4   Zone 5    Zone 6        Zone 7   Zone 8   Zone 9   Zone 10   Zone 11     Inflow       Total
                                                                                                                                                                       Expenditure     £M
Turnover £M
Amersham (including Amersham Old Town)                  £3.65     £16.54      £1.77     £3.90    £0.00      £1.92       £0.00     £0.53    £1.13    £4.85    £0.82        £6.19      £41.29
Chalfont St Peter                                       £0.00      £0.83      £0.59     £6.82    £0.00      £0.00       £0.00     £0.53    £0.00    £0.00    £0.00        £0.97       £9.74
Chesham                                                £23.72      £7.44      £0.00     £0.97    £0.00      £0.00       £0.00     £0.00    £0.56    £1.94    £0.00        £6.11      £40.76
Other incl. local & neighbourhood centres               £0.91      £1.65      £0.00     £0.97    £0.00      £0.00       £0.00     £0.00    £0.00    £3.88    £0.00        £0.39       £7.81
Chiltern sub-total                                     £28.28     £26.46      £2.36    £12.67    £0.00      £1.92       £0.00     £1.06    £1.69   £10.67    £0.82       £13.67      £99.60
Beaconsfield (including Beaconsfield Old Town)          £0.91      £1.65      £12.96    £3.90    £2.18      £1.92       £0.00     £0.53    £0.00    £2.91    £5.72        £5.77      £38.46
Gerrards Cross                                          £0.00      £0.83      £0.59     £7.80    £2.18      £0.00       £0.35     £1.06    £0.00    £0.00    £0.00        £2.26      £15.06
Bishop's Centre, Taplow                                 £0.00      £0.00      £0.00     £2.92    £0.55      £1.92       £0.00     £0.00    £1.13    £0.97    £0.00        £4.99      £12.48
Other incl. local & neighbourhood centres               £0.00      £0.00      £1.18     £0.97    £2.73      £5.76       £1.39     £0.53    £0.00    £0.00    £0.00        £5.38      £17.94
South Bucks sub-total                                   £0.91      £2.48      £14.73   £15.59    £7.64      £9.60       £1.73     £2.11    £1.13    £3.88    £5.72       £18.40      £83.94
Rest of Study Area                                      £0.00      £0.83      £1.77     £0.97    £0.00      £1.92       £0.00     £0.53    £4.51    £1.94    £3.27         N/A       £15.74
Study Area Total                                       £29.20     £29.77      £18.85   £29.24    £7.64     £13.44       £1.73     £3.70    £7.33   £16.49    £9.81       £18.79      £199.27
Outflow from Study Area                                £62.04     £52.92      £40.06   £68.23   £46.95    £178.62       £32.89   £49.12   £49.03   £80.53    £71.94        n/a         n/a
Total                                                  £91.24     £82.69      £58.91   £97.47   £54.59    £192.06       £34.63   £52.82   £56.35   £97.02    £81.75        n/a         n/a

                                            Sources: NEMS Household Survey July 2007
                                                     Table 2C




                                                                                                                    w
Table 4C:                                           Comparison Expenditure Penetration Rates and Turnover 2011

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5   Zone 6        Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                   £M

Available Expenditure 2011                            £109.02     £99.06      £72.64   £118.28   £68.12   £223.80       £43.21   £65.88   £68.44   £116.41   £98.93     n/a     £1,083.79

Market Share
Amersham                                                 4%        17%         3%       4%        0%       1%            0%       1%       2%       5%        1%        15%
Chalfont St Peter                                        0%         1%         1%       7%        0%       0%            0%       1%       0%       0%        0%        10%
Chesham                                                 23%         8%         0%       1%        0%       0%            0%       0%       1%       2%        0%        15%
Other incl. local & neighbourhood centres                1%         2%         0%       1%        0%       0%            0%       0%       0%       4%        0%        5%
Chiltern sub-total                                      28%        28%          4%      13%       0%        1%            0%      2%        3%      11%        1%
Beaconsfield                                             1%         2%         19%      4%        4%       1%            0%       1%       0%       2%        5%        15%
Gerrards Cross                                           0%         1%         1%       8%        4%       0%            1%       2%       0%       0%        0%        15%
Bishop's Centre, Taplow                                  0%         0%         0%       3%        1%       1%            0%       0%       2%       1%        0%        40%
Other incl. local & neighbourhood centres                0%         0%         2%       1%        5%       3%            4%       1%       0%       0%        0%        30%
South Bucks sub-total                                    1%         3%         22%      16%       14%       5%            5%      4%        2%       3%        5%
Rest of Study Area                                       0%         1%         3%       1%        0%       1%            0%       1%       8%       2%        4%        N/A
Study Area Total                                        29%        32%         29%      30%       14%       7%            5%      7%       13%      16%       10%       n/a
Other outside Study Area                                71%        68%         71%      70%       86%      93%           95%      93%      87%      84%       90%       n/a
Market Share Total                                     100%       100%        100%     100%      100%     100%          100%     100%     100%     100%      100%       n/a

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5   Zone 6        Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                   £M
Turnover £M
Amersham (including Amersham Old Town)                  £4.36     £16.84       £2.18     £4.73   £0.00      £2.24        £0.00   £0.66     £1.37     £5.82    £0.99     £6.92     £46.10
Chalfont St Peter                                       £0.00      £0.99       £0.73     £8.28   £0.00      £0.00        £0.00   £0.66     £0.00     £0.00    £0.00     £1.18     £11.84
Chesham                                                £25.07      £7.92       £0.00     £1.18   £0.00      £0.00        £0.00   £0.00     £0.68     £2.33    £0.00     £6.56     £43.76
Other incl. local & neighbourhood centres               £1.09      £1.98       £0.00     £1.18   £0.00      £0.00        £0.00   £0.00     £0.00     £4.66    £0.00     £0.47     £9.38
Chiltern sub-total                                     £30.53     £27.74       £2.91    £15.38   £0.00      £2.24        £0.00   £1.32     £2.05    £12.81    £0.99    £15.13    £111.08
Beaconsfield (including Beaconsfield Old Town)          £1.09      £1.98      £13.80     £4.73   £2.72      £2.24        £0.00   £0.66     £0.00     £2.33    £4.95     £6.09     £40.59
Gerrards Cross                                          £0.00      £0.99       £0.73     £9.46   £2.72      £0.00        £0.43   £1.32     £0.00     £0.00    £0.00     £2.76     £18.42
Bishop's Centre, Taplow                                 £0.00      £0.00       £0.00     £3.55   £0.68      £2.24        £0.00   £0.00     £1.37     £1.16    £0.00     £6.00     £15.00
Other incl. local & neighbourhood centres               £0.00      £0.00       £1.45     £1.18   £3.41      £6.71        £1.73   £0.66     £0.00     £0.00    £0.00     £6.49     £21.63
South Bucks sub-total                                   £1.09      £2.97      £15.98    £18.92   £9.54     £11.19        £2.16   £2.64     £1.37     £3.49    £4.95    £21.34     £95.64
Rest of Study Area                                      £0.00      £0.99       £2.18     £1.18   £0.00      £2.24        £0.00   £0.66     £5.48     £2.33    £3.96      N/A      £19.01
Study Area Total                                       £31.62     £31.70      £21.07    £35.48   £9.54     £15.67        £2.16   £4.61     £8.90    £18.63    £9.89    £21.81    £225.73
Outflow from Study Area                                £77.40     £67.36      £51.57    £82.80   £58.58   £208.13       £41.05   £61.27   £59.54    £97.78   £89.04      n/a       n/a
Total                                                 £109.02     £99.06      £72.64   £118.28   £68.12   £223.80       £43.21   £65.88   £68.44   £116.41   £98.93      n/a       n/a

                                            Sources: NEMS Household Survey July 2007
                                                     Table 2C




                                                                                                                    x
Table 5C:                                           Comparison Expenditure Penetration Rates and Turnover 2016

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5   Zone 6        Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                   £M

Available Expenditure 2016                            £124.49     £113.17     £83.55   £135.54   £78.58   £250.93       £49.84   £78.58   £82.38   £131.89   £110.83    n/a     £1,239.78

Market Share
Amersham                                                 4%        17%          3%      4%        0%       1%            0%       1%       2%       5%        1%        15%
Chalfont St Peter                                        0%         1%          1%      7%        0%       0%            0%       1%       0%       0%        0%        10%
Chesham                                                 23%         8%          0%      1%        0%       0%            0%       0%       1%       2%        0%        15%
Other incl. local & neighbourhood centres                1%         2%          0%      1%        0%       0%            0%       0%       0%       4%        0%         5%
Chiltern sub-total                                      28%        28%          4%      13%       0%        1%            0%      2%        3%      11%       1%
Beaconsfield                                             1%         2%         19%      4%        4%       1%            0%       1%       0%       2%        5%        15%
Gerrards Cross                                           0%         1%          1%      8%        4%       0%            1%       2%       0%       0%        0%        15%
Bishop's Centre, Taplow                                  0%         0%          0%      3%        1%       1%            0%       0%       2%       1%        0%        40%
Other incl. local & neighbourhood centres                0%         0%          2%      1%        5%       3%            4%       1%       0%       0%        0%        30%
South Bucks sub-total                                    1%         3%         22%      16%       14%       5%            5%      4%        2%       3%       5%
Rest of Study Area                                       0%         1%          3%      1%        0%       1%            0%       1%       8%       2%        4%        N/A
Study Area Total                                        29%        32%         29%      30%       14%       7%            5%      7%       13%      16%       10%       n/a
Other outside Study Area                                71%        68%         71%      70%       86%      93%           95%      93%      87%      84%       90%       n/a
Market Share Total                                     100%       100%        100%     100%      100%     100%          100%     100%     100%     100%      100%       n/a

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5   Zone 6        Zone 7   Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                   £M
Turnover £M
Amersham (including Amersham Old Town)                  £4.98      £19.24      £2.51     £5.42    £0.00     £2.51        £0.00    £0.79    £1.65    £6.59     £1.11     £7.90     £52.70
Chalfont St Peter                                       £0.00      £1.13       £0.84     £9.49    £0.00     £0.00        £0.00    £0.79    £0.00    £0.00     £0.00     £1.36     £13.60
Chesham                                                £28.63      £9.05       £0.00     £1.36    £0.00     £0.00        £0.00    £0.00    £0.82    £2.64     £0.00     £7.50     £50.00
Other incl. local & neighbourhood centres               £1.24      £2.26       £0.00     £1.36    £0.00     £0.00        £0.00    £0.00    £0.00    £5.28     £0.00     £0.53     £10.67
Chiltern sub-total                                     £34.86      £31.69      £3.34    £17.62    £0.00     £2.51        £0.00    £1.57    £2.47    £14.51    £1.11    £17.30    £126.97
Beaconsfield (including Beaconsfield Old Town)          £1.24      £2.26      £15.87     £5.42    £3.14     £2.51        £0.00    £0.79    £0.00    £2.64     £5.54     £6.96     £46.38
Gerrards Cross                                          £0.00      £1.13       £0.84    £10.84    £3.14     £0.00        £0.50    £1.57    £0.00    £0.00     £0.00     £3.18     £21.20
Bishop's Centre, Taplow                                 £0.00      £0.00       £0.00     £4.07    £0.79     £2.51        £0.00    £0.00    £1.65    £1.32     £0.00     £6.89     £17.21
Other incl. local & neighbourhood centres               £0.00      £0.00       £1.67     £1.36    £3.93     £7.53        £1.99    £0.79    £0.00    £0.00     £0.00     £7.40     £24.66
South Bucks sub-total                                   £1.24      £3.40      £18.38    £21.69   £11.00    £12.55        £2.49    £3.14    £1.65    £3.96     £5.54    £24.42    £109.46
Rest of Study Area                                      £0.00      £1.13       £2.51     £1.36    £0.00     £2.51        £0.00    £0.79    £6.59    £2.64     £4.43      N/A      £21.95
Study Area Total                                       £36.10      £36.21     £24.23    £40.66   £11.00    £17.57        £2.49    £5.50   £10.71    £21.10    £11.08   £24.95    £258.38
Outflow from Study Area                                £88.39      £76.96     £59.32    £94.88   £67.58   £233.36       £47.35   £73.08   £71.67   £110.79    £99.75     n/a       n/a
Total                                                 £124.49     £113.17     £83.55   £135.54   £78.58   £250.93       £49.84   £78.58   £82.38   £131.89   £110.83     n/a       n/a

                                            Sources: NEMS Household Survey July 2007
                                                     Table 2C




                                                                                                                    y
Table 6C:                                           Comparison Expenditure Penetration Rates and Turnover 2021

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5   Zone 6    Zone 7       Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                   £M

Available Expenditure 2021                            £135.62     £123.95     £97.49   £152.85   £93.96   £293.90       £59.59   £97.31   £98.65   £147.24   £129.14    n/a     £1,429.70

Market Share
Amersham                                                 4%        17%         3%       4%        0%       1%            0%       1%       2%       5%        1%        15%
Chalfont St Peter                                        0%         1%         1%       7%        0%       0%            0%       1%       0%       0%        0%        10%
Chesham                                                 23%         8%         0%       1%        0%       0%            0%       0%       1%       2%        0%        15%
Other incl. local & neighbourhood centres                1%         2%         0%       1%        0%       0%            0%       0%       0%       4%        0%         5%
Chiltern sub-total                                      28%        28%          4%      13%       0%        1%            0%       2%      3%       11%        1%
Beaconsfield                                             1%         2%         19%      4%        4%       1%            0%       1%       0%       2%        5%        15%
Gerrards Cross                                           0%         1%         1%       8%        4%       0%            1%       2%       0%       0%        0%        15%
Bishop's Centre, Taplow                                  0%         0%         0%       3%        1%       1%            0%       0%       2%       1%        0%        40%
Other incl. local & neighbourhood centres                0%         0%         2%       1%        5%       3%            4%       1%       0%       0%        0%        30%
South Bucks sub-total                                    1%         3%         22%      16%       14%       5%            5%       4%      2%        3%        5%
Rest of Study Area                                       0%         1%         3%       1%        0%       1%            0%       1%       8%       2%        4%        N/A
Study Area Total                                        29%        32%         29%      30%       14%       7%            5%       7%      13%      16%       10%       n/a
Other outside Study Area                                71%        68%         71%      70%       86%      93%           95%      93%      87%      84%       90%       n/a
Market Share Total                                     100%       100%        100%     100%      100%     100%          100%     100%     100%     100%      100%       n/a

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5   Zone 6    Zone 7       Zone 8   Zone 9   Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                   £M
Turnover £M
Amersham (including Amersham Old Town)                  £5.42      £21.07      £2.92     £6.11   £0.00     £2.94         £0.00    £0.97   £1.97     £7.36      £1.29   £8.84     £58.91
Chalfont St Peter                                       £0.00      £1.24       £0.97    £10.70   £0.00     £0.00         £0.00    £0.97   £0.00     £0.00      £0.00   £1.54     £15.43
Chesham                                                £31.19      £9.92       £0.00     £1.53   £0.00     £0.00         £0.00    £0.00   £0.99     £2.94      £0.00   £8.22     £54.79
Other incl. local & neighbourhood centres               £1.36      £2.48       £0.00     £1.53   £0.00     £0.00         £0.00    £0.00   £0.00     £5.89      £0.00   £0.59     £11.85
Chiltern sub-total                                     £37.97      £34.71      £3.90    £19.87   £0.00     £2.94         £0.00    £1.95   £2.96    £16.20      £1.29   £19.19    £140.97
Beaconsfield (including Beaconsfield Old Town)          £1.36      £2.48      £18.52     £6.11   £3.76     £2.94         £0.00    £0.97   £0.00     £2.94      £6.46   £8.04     £53.58
Gerrards Cross                                          £0.00      £1.24       £0.97    £12.23   £3.76     £0.00         £0.60    £1.95   £0.00     £0.00      £0.00   £3.66     £24.40
Bishop's Centre, Taplow                                 £0.00      £0.00       £0.00     £4.59   £0.94     £2.94         £0.00    £0.00   £1.97     £1.47      £0.00   £7.94     £19.85
Other incl. local & neighbourhood centres               £0.00      £0.00       £1.95     £1.53   £4.70     £8.82         £2.38    £0.97   £0.00     £0.00      £0.00   £8.72     £29.07
South Bucks sub-total                                   £1.36      £3.72      £21.45    £24.46   £13.15   £14.70         £2.98    £3.89   £1.97     £4.42      £6.46   £28.36    £126.91
Rest of Study Area                                      £0.00      £1.24       £2.92     £1.53   £0.00     £2.94         £0.00    £0.97   £7.89     £2.94      £5.17    N/A      £25.61
Study Area Total                                       £39.33      £39.66     £28.27    £45.86   £13.15   £20.57         £2.98    £6.81   £12.82   £23.56     £12.91   £28.95    £293.49
Outflow from Study Area                                £96.29      £84.29     £69.22   £107.00   £80.81   £273.33       £56.61   £90.50   £85.83   £123.68   £116.23    n/a        n/a
Total                                                 £135.62     £123.95     £97.49   £152.85   £93.96   £293.90       £59.59   £97.31   £98.65   £147.24   £129.14    n/a        n/a

                                            Sources: NEMS Household Survey July 2007
                                                     Table 2C




                                                                                                                    z
Table 7C:                                           Comparison Expenditure Penetration Rates and Turnover 2026

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5    Zone 6         Zone 7   Zone 8    Zone 9    Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                       £M

Available Expenditure 2026                            £151.88     £140.68    £126.55   £185.16   £127.68   £355.61        £80.98   £123.18   £124.28   £173.68   £167.04    n/a     £1,756.72

Market Share
Amersham                                                 4%        17%          3%      4%        0%        1%             0%       1%        2%        5%        1%        15%
Chalfont St Peter                                        0%         1%          1%      7%        0%        0%             0%       1%        0%        0%        0%        10%
Chesham                                                 23%         8%          0%      1%        0%        0%             0%       0%        1%        2%        0%        15%
Other incl. local & neighbourhood centres                1%         2%          0%      1%        0%        0%             0%       0%        0%        4%        0%         5%
Chiltern sub-total                                      28%        28%          4%      13%        0%        1%             0%       2%        3%       11%        1%
Beaconsfield                                             1%         2%         19%      4%        4%        1%             0%       1%        0%        2%        5%        15%
Gerrards Cross                                           0%         1%          1%      8%        4%        0%             1%       2%        0%        0%        0%        15%
Bishop's Centre, Taplow                                  0%         0%          0%      3%        1%        1%             0%       0%        2%        1%        0%        40%
Other incl. local & neighbourhood centres                0%         0%          2%      1%        5%        3%             4%       1%        0%        0%        0%        30%
South Bucks sub-total                                    1%         3%         22%      16%       14%        5%             5%       4%        2%        3%        5%
Rest of Study Area                                       0%         1%          3%      1%        0%        1%             0%       1%        8%        2%        4%        N/A
Study Area Total                                        29%        32%         29%      30%       14%        7%             5%       7%       13%       16%       10%       n/a
Other outside Study Area                                71%        68%         71%      70%       86%       93%            95%      93%       87%       84%       90%       n/a
Market Share Total                                     100%       100%        100%     100%      100%      100%           100%     100%      100%      100%      100%       n/a

                                                      Zone 1      Zone 2      Zone 3   Zone 4    Zone 5    Zone 6         Zone 7   Zone 8    Zone 9    Zone 10   Zone 11   Inflow     Total
                                                                                                                                                                                       £M
Turnover £M
Amersham (including Amersham Old Town)                  £6.08      £23.92      £3.80     £7.41     £0.00    £3.56          £0.00    £1.23      £2.49     £8.68     £1.67   £10.38     £69.20
Chalfont St Peter                                       £0.00       £1.41      £1.27    £12.96     £0.00    £0.00          £0.00    £1.23      £0.00     £0.00     £0.00    £1.87     £18.74
Chesham                                                £34.93      £11.25      £0.00     £1.85     £0.00    £0.00          £0.00    £0.00      £1.24     £3.47     £0.00    £9.31     £62.06
Other incl. local & neighbourhood centres               £1.52       £2.81      £0.00     £1.85     £0.00    £0.00          £0.00    £0.00      £0.00     £6.95     £0.00    £0.69     £13.82
Chiltern sub-total                                     £42.53      £39.39      £5.06    £24.07     £0.00    £3.56          £0.00    £2.46      £3.73    £19.10     £1.67   £22.25    £163.83
Beaconsfield (including Beaconsfield Old Town)          £1.52       £2.81     £24.04     £7.41     £5.11    £3.56          £0.00    £1.23      £0.00     £3.47     £8.35   £10.15     £67.65
Gerrards Cross                                          £0.00       £1.41      £1.27    £14.81     £5.11    £0.00          £0.81    £2.46      £0.00     £0.00     £0.00    £4.56     £30.43
Bishop's Centre, Taplow                                 £0.00       £0.00      £0.00     £5.55     £1.28    £3.56          £0.00    £0.00      £2.49     £1.74     £0.00    £9.74     £24.35
Other incl. local & neighbourhood centres               £0.00       £0.00      £2.53     £1.85     £6.38    £10.67         £3.24    £1.23      £0.00     £0.00     £0.00   £11.10     £37.01
South Bucks sub-total                                   £1.52       £4.22     £27.84    £29.63    £17.88    £17.78         £4.05    £4.93      £2.49     £5.21     £8.35   £35.55    £159.44
Rest of Study Area                                      £0.00       £1.41      £3.80     £1.85     £0.00    £3.56          £0.00    £1.23      £9.94     £3.47     £6.68     N/A      £31.94
Study Area Total                                       £44.05      £45.02     £36.70    £55.55    £17.88    £24.89         £4.05    £8.62     £16.16    £27.79    £16.70   £36.25    £355.21
Outflow from Study Area                               £107.83      £95.66     £89.85   £129.61   £109.80   £330.72        £76.93   £114.56   £108.12   £145.89   £150.34     n/a       n/a
Total                                                 £151.88     £140.68    £126.55   £185.16   £127.68   £355.61        £80.98   £123.18   £124.28   £173.68   £167.04     n/a       n/a

                                            Sources: NEMS Household Survey July 2007
                                                     Table 2C




                                                                                                                     aa
Table 8C: Summary of Comparison Turnover 2007 to 2026 (£Millions)

                                                               2007          2011      2016      2021          2026

A - Available Expenditure
Amersham (including Amersham Old Town)                        £41.29         £46.10   £52.70     £58.91    £69.20
Chalfont St Peter                                              £9.74         £11.84   £13.60     £15.43    £18.74
Chesham                                                       £40.76         £43.76   £50.00     £54.79    £62.06
Other incl. Local & Neighbourhood centres                      £7.81         £9.38    £10.67     £11.85    £13.82
Chiltern District sub-total                                   £99.60        £111.08   £126.97   £140.97    £163.83
Beaconsfield (including Beaconsfield Old Town)                £38.46         £40.59   £46.38     £53.58    £67.65
Gerrards Cross                                                £15.06         £18.42   £21.20     £24.40    £30.43
Bishop's Centre, Taplow                                       £12.48         £15.00   £17.21     £19.85    £24.35
Other incl. Local & Neighbourhood centres                     £17.94         £21.63   £24.66     £29.07    £37.01
South Bucks District sub-total                                £83.94         £95.64   £109.46   £126.91    £159.44
B - Benchmark Turnover - Existing Floorspace
Amersham (including Amersham Old Town)                        £41.74         £44.30   £47.73     £51.41    £55.39
Chalfont St Peter                                             £10.56         £11.21   £12.07     £13.01    £14.01
Chesham                                                       £38.39         £40.75   £43.89     £47.29    £50.94
Other incl. Local & Neighbourhood centres                      £8.15         £8.65     £9.32     £10.04    £10.81
Chiltern District sub-total                                   £98.84        £104.91   £113.01   £121.75    £131.16
Beaconsfield (including Beaconsfield Old Town)                £38.37         £40.72   £43.87     £47.26    £50.92
Gerrards Cross                                                £16.09         £17.08   £18.40     £19.82    £21.35
Bishop's Centre, Taplow                                       £12.60         £13.37   £14.41     £15.52    £16.72
Other incl. Local & Neighbourhood centres                     £18.93         £20.09   £21.64     £23.32    £25.12
South Bucks District sub-total                                £85.99         £91.27   £98.32    £105.92    £114.10
C - Benchmark Turnover - Commitments
Amersham (including Amersham Old Town)                         £0.00         £0.00     £0.00     £0.00         £0.00
Chalfont St Peter                                              £0.00         £0.00     £0.00     £0.00         £0.00
Chesham                                                        £0.00         £0.00     £0.00     £0.00         £0.00
Local & Neighbourhood centres                                  £0.00         £0.00     £0.00     £0.00         £0.00
Chiltern District sub-total                                    £0.00         £0.00     £0.00     £0.00         £0.00
Beaconsfield (including Beaconsfield Old Town)                 £0.00         £0.00     £0.00     £0.00         £0.00
Gerrards Cross (1)                                             £0.00         £1.56     £1.68     £1.81         £1.95
Bishop's Centre, Taplow                                        £0.00         £0.00     £0.00     £0.00         £0.00
Other incl. Local & Neighbourhood centres (2)                  £0.00         £0.53     £0.57     £0.62         £0.66
South Bucks District sub-total                                 £0.00         £0.00     £2.25     £2.43         £2.61
D - Surplus/Deficit Expenditure
Amersham (including Amersham Old Town)                         -£0.45       £1.80      £4.97     £7.50     £13.81
Chalfont St Peter                                              -£0.82       £0.63      £1.53     £2.42      £4.73
Chesham                                                         £2.37       £3.01      £6.11     £7.50     £11.12
Other incl. Local & Neighbourhood centres                      -£0.34       £0.73      £1.35     £1.81      £3.01
Chiltern District sub-total                                     £0.76       £6.17     £13.96    £19.23     £32.67
Beaconsfield (including Beaconsfield Old Town)                  £0.09       -£0.14     £2.51     £6.32     £16.74
Gerrards Cross                                                 -£1.03       -£0.22     £1.13     £2.77      £7.13
Bishop's Centre, Taplow                                        -£0.12       £1.63      £2.81     £4.33      £7.63
Other incl. Local & Neighbourhood centres                      -£0.99       £1.01      £2.45     £5.14     £11.23
South Bucks District sub-total                                 -£2.05       £2.28      £8.89    £18.56     £42.72

                                                 Sources: Tables 3C to 7C

A Available Expenditure from Tables 3C to 7C
B Benchmark turnovers from Tables 3A and 4A
C Turnover of commitments from Table 6A
D=A-B-C




                                                                                                          bb
Table 9C: Comparison Floorspace Projections 2007 to 2026

                                                                 2007             2011         2016     2021          2026

A - Surplus/Deficit Expenditure £M
Amersham (including Amersham Old Town)                          -£0.45            £1.80        £4.97    £7.50         £13.81
Chalfont St Peter                                               -£0.82            £0.63        £1.53    £2.42         £4.73
Chesham                                                         £2.37             £3.01        £6.11    £7.50         £11.12
Other incl. local & neighbourhood centres                       -£0.34            £0.73        £1.35    £1.81         £3.01
Chiltern District sub-total                                     £0.76             £6.17        £13.96   £19.23        £32.67
Beaconsfield (including Beaconsfield Old Town)                  £0.09            -£0.14        £2.51    £6.32         £16.74
Gerrards Cross                                                  -£1.03           -£0.22        £1.13    £2.77          £7.13
Bishop's Centre, Taplow                                         -£0.12            £1.63        £2.81    £4.33         £7.63
Other incl. local & neighbourhood centres                       -£0.99            £1.01        £2.45    £5.14         £11.23
South Bucks District sub-total                                  -£2.05            £2.28        £8.89    £18.56        £42.72

B - New Floorspace Turnover Density £ Per Sq M Net              £4,000           £4,245        £4,574   £4,927        £5,308

C - Sales Floorspace Projection Sq M Net
Amersham (including Amersham Old Town)                           -112              424         1,087    1,522         2,603
Chalfont St Peter                                                -205              149          334      492           891
Chesham                                                           591              710         1,336    1,522         2,096
Other incl. local & neighbourhood centres                         -84              172          296      367           567
Chiltern District sub-total                                       190             1,454        3,053    3,902         6,155
Beaconsfield (including Beaconsfield Old Town)                     22              -32          548     1,283         3,153
Gerrards Cross                                                   -258              -52          246      563          1,343
Bishop's Centre, Taplow                                           -30              383          614      879          1,438
Other incl. Local & Neighbourhood centres                        -248              238          535     1,043         2,115
South Bucks District sub-total                                   -514              537         1,943    3,767         8,049
D - Gross Floorspace Projection Sq M
Amersham (including Amersham Old Town)                           -160              606         1,553    2,174         3,718
Chalfont St Peter                                                -292              212          477      702          1,272
Chesham                                                           845             1,014        1,908    2,174         2,994
Other incl. local & neighbourhood centres                        -121              245          423      524           810
Chiltern District sub-total                                       272             2,078        4,361    5,574         8,794
Beaconsfield (including Beaconsfield Old Town)                     32              -46          783     1,832         4,505
Gerrards Cross                                                   -368              -74          352      804          1,919
Bishop's Centre, Taplow                                           -43              548          877     1,255         2,054
Other incl. local & neighbourhood centres                        -354              340          764     1,490         3,022
South Bucks District sub-total                                   -734              768         2,775    5,382         11,499

A Surplus expenditure figures in Table 8C
B = Average sales density for new floorspace based on existing averages in Tables 3A and 4A.
C = A divided by B
D = Net to gross ratio of 70%.




                                                                                                                 cc
     Appendix D


Operators’ Requirements




                          dd
   SOUTH BUCKS AND CHILTERN OPERATOR REQUIREMENTS SURVEY

Over 300 questionnaires were sent to a range of national/regional retail and leisure
companies.

15 responses were received (5% response rate) from the following companies:

Companies with a requirement:

 Operator                    Space required       Locations
 Brantano Footwear           7,500 sq.ft          Out of centre – unspecified
 British Heart Foundation    1,200 sq.ft          Amersham, Chesham, Beaconsfield
 Edinburgh Woollen Mill      3,000 sq.ft          Amersham, Chesham
 McDonalds                   3,000 sq.ft          Drive through – unspecified
 Tchibo                      1,500 sq.ft          Amersham, Chesham
 Toys R US                   Up to 30,000 sq.ft   High Wycombe
 Whistles                    1,000-1,500 sq.ft    Amersham, Beaconsfield

Companies with no requirement:

          Budgens & Londis
          Nightingales
          River Island
          Schuh
          ScS Upholstery
          Staples
          T Mobile
          Vodafone

Questionnaire Results

Does your company have a requirement for new or expanded premises in Amersham-
on-the-Hill, Chesham, Chalfont St Peter, Beaconsfield, Gerrards Cross or any local
centre within the South Bucks or Chiltern Districts?

  Yes             7 (47%)
  No              8 (53%)
  Total           15

What are the main reasons why you are not looking for premises?

  Reasons cited:
        ‘Catchment population / centres too small’                       3
        ‘Adequate existing provision in larger centres in area’          3
        ‘Business is primarily mail order’                               1
        ‘Shops are owned by franchises, responsible for own expansion’   1

What has prevented you from securing this requirement to date?

  Reasons cited:
        ‘Lack of available/suitable premises/sites’   4
        ‘Rental cost’                                 2
        ‘Not been actively looking’                   1


                                                                              ee
                                            ESTATES GAZETTE (EGI) – RETAILER AND LEISURE REQUIREMENTS


                                                             Min/Max       Amersham   Beaconsfield   Burnham   Chesham   Gerrards   Chalfont
Retailer                  Retail Activity                 Sales Area Sq                                                   Cross     St. Peter
                                                                Ft
Abel & Cole              Food                                  279            v            v
Ask                      Restaurants Bars & Cafes              232                                                          v
Budgens XX               Food                                186-372          v            v                      v         v          v
Cheque Centre            Services - Financial                42-111                        v                      v
Coffee Republic Deli     Restaurants Bars & Cafes            74-139           v            v            v         v         v          v
Costa Coffee             Restaurants Bars & Cafes            93-186                        v                      v
Graham & Green           Household Goods                       111                                                          v
Giraffe                  Restaurants Bars & Cafes            139-279          v            v            v         v         v          v
Greens Health & Fitness  Leisure                              6,070           v            v                      v
HSBC                     Financial Services                 232-1,115         v            v                      v
Inglot                   Pharmacy                               56            v            v            v         v         v          v
The Lounge               Restaurants Bars & Cafes            325-418          v            v            v         v         v          v
McDonald’s**             Restaurants Bars & Cafes                                                                 v
                         Electrical and Computer                              v            v            v         v         v          v
PC World                                                    929-1,115
                         Goods
Peacocks                 Clothing                              418                                                v
Pets at Home             Pets and Accessories               372-1,115         v            v            v         v         v
Rileys                   Leisure                            743-1,394         v            v            v         v         v          v
                         Accessories and                                      v            v            v         v         v          v
River Island XX                                             650-1,394
                         Jewellery/Clothing
SPAR                     Food                                139-279           v            v           v         v         v          v
Specsavers               Opticians                             84              v            v           v         v         v          v
Starbucks Coffee         Restaurants Bars & Cafes            65-167            v            v           v         v
SumoSalad                Restaurants Bars & Cafes              93              v            v           v         v         v           v
Thomas Cook              Financial Services / Retailing      232-279           v            v           v         v         v           v
Waitrose                 Food                              2,323-3,902         v            v           v         v         v           v
                   Total Number of Requirements                               16           18          13        19        14          12

**    requirement confirmed in NLP canvas.
xx    NLP canvas suggests requirement no longer exists or is inaccurate.



                                                                                      ff
     Appendix E


Major Leisure Provision




                          gg
MAJOR LEISURE PARKS/FACILITIES IN THE SUB-REGION

Location          Name               Uses
Aylesbury         The Exchange       Odeon Cinema plus bars and restaurants.
Hemel             Jarman Park        Empire cinema, Hotshots tenpin bowling, Aquasplash
Hempstead                            swimming pool, indoor bowls, Silver Blades ice skating rink
                                     plus bars and restaurants.
Luton             The Galaxy         Cineworld, Gala Bingo, Namco Station (includes tenpin
                                     bowling, pool tables and amusement arcades) plus
                                     restaurants.
Maidenhead        Grenfell Island    UCI cinema, David Lloyd plus bars and restaurants.
Milton Keynes     Leisure Plaza      Empire nightclub, Megabowl, Planet Ice, Quasar
Milton Keynes     Xscape             Real snow skiing, Cineworld, nightclub, tenpin bowling,
                                     Esporta health and fitness plus restaurants/bars.
Milton Keynes     The Point          Easycinema, Gala bingo and bar
Watford           Woodside Leisure   Vue cinema, Hollywood Bowl, Amusement Arcades, Play
                  Park               Dome plus restaurants/bars.




CINEMAS IN AND AROUND THE STUDY AREA

Location                             Name                                 Number of            Seats
                                                                           Screens
Aylesbury                            Odeon                                    6                1,577
Berkhamsted                          The Rex                                  1                 296
Chesham                              New Elgiva Theatre                       1                 328
Gerrards Cross                       Odeon                                    2                 537
Hemel Hempstead                      Empire                                   8                1,832
High Wycombe                         Empire                                   6                1748
Luton                                The Hat Factory                          1                  96
Luton                                Cineworld                               11                2,146
Luton                                Library Theatre                          1                 238
Maidenhead                           Odeon                                    8                1,430
Rickmansworth                        Watersmeets                              1                 390
Slough                               Empire                                  10                1,827
Uxbridge                             Odeon                                    9                2,258
Watford                              Vue                                      8                2,026




                                                                                       hh
      Appendix F


Household Survey Results




                           ii
By Demographics            South Bucks and Chiltern Household Telephone Survey                                                                    Page 1

                                    For Nathaniel Lichfield & Partners                                                                         July 2007

                             Total          Male        Female         18 to 34        35 to 54         55+         ABC1        C2DE        Car in hhold



Q01 Which store or shop did you do your household's last main food and grocery shopping ?

Tesco, Amersham             17.3%    346 17.0%     98 17.4%      248 15.6%        29 18.8%    163 16.3%       150 15.4%    27 11.0%    10 17.6%      320
Tesco, Loudwater, High       8.1%    162 8.2%      47 8.1%       115 11.8%        22 7.4%      64 8.0%         74 8.6%     15 4.4%      4 8.6%       156
  Wycombe
Sainsbury's, Taplow,         8.1%    162   9.7%    56   7.4%     106   8.6%       16   7.6%       66   8.5%   78   7.4%    13 13.2%    12     8.0%   146
  Burnham
Sainsbury's, Beaconsfield    8.1%    162   5.2%    30   9.3%     132 7.0%         13   9.5%       82   7.0%   65   8.6%    15 8.8%      8     8.4%   152
Asda, Slough                 6.9%    139   6.3%    36   7.2%     103 9.1%         17   6.2%       54   7.3%   67   9.1%    16 13.2%    12     6.4%   117
Tesco, Slough                5.5%    110   7.5%    43   4.7%      67 14.0%        26   5.1%       44   4.3%   40   8.6%    15 6.6%      6     5.5%   100
Waitrose, Chesham            5.1%    103   5.4%    31   5.0%      72 1.6%          3   5.3%       46   5.6%   52   4.6%     8 5.5%      5     4.9%    89
Waitrose, Beaconsfield       4.9%     98   4.3%    25   5.1%      73 2.2%          4   3.5%       30   6.7%   62   6.3%    11 1.1%      1     4.9%    89
Sainsbury's, Chesham         4.6%     93   5.2%    30   4.4%      63 7.0%         13   4.2%       36   4.4%   41   1.7%     3 6.6%      6     4.7%    85
Tesco, Rickmansworth         3.0%     60   2.6%    15   3.2%      45 2.2%          4   3.9%       34   2.3%   21   2.9%     5 4.4%      4     3.1%    57
Internet / home shopping     2.6%     53   1.6%     9   3.1%      44 3.8%          7   4.8%       42   0.4%    4   1.1%     2 1.1%      1     2.8%    51
Sainsbury's, Uxbridge        2.4%     48   2.8%    16   2.2%      32 1.1%          2   2.2%       19   2.9%   27   4.0%     7 2.2%      2     2.4%    44
Sainsbury's, Slough          2.3%     46   3.7%    21   1.8%      25 1.6%          3   1.7%       15   2.9%   27   1.7%     3 3.3%      3     2.1%    39
Waitrose, Maidenhead         1.2%     25   0.9%     5   1.4%      20 0.5%          1   1.2%       10   1.5%   14   1.1%     2 0.0%      0     1.3%    23
Sainsbury's, High Wycombe    1.1%     23   1.2%     7   1.1%      16 0.5%          1   1.0%        9   1.4%   13   1.1%     2 0.0%      0     1.3%    23
Morrisons, High Wycombe      1.1%     22   0.7%     4   1.3%      18 1.1%          2   1.0%        9   1.2%   11   0.0%     0 0.0%      0     1.2%    22
Asda, High Wycombe           1.0%     19   1.2%     7   0.8%      12 1.6%          3   0.9%        8   0.9%    8   0.6%     1 1.1%      1     1.0%    19
Budgens, Chalfont St Peter   1.0%     19   0.9%     5   1.0%      14 0.0%          0   0.8%        7   1.3%   12   1.7%     3 0.0%      0     0.8%    15
Hazlemere Food Hall          0.9%     18   0.7%     4   1.0%      14 0.5%          1   0.8%        7   1.1%   10   1.1%     2 0.0%      0     1.0%    18
Sainsbury's, Hemel           0.9%     17   1.0%     6   0.8%      11 1.1%          2   0.8%        7   0.9%    8   1.7%     3 1.1%      1     0.9%    16
  Hempstead
Marks & Spencer, High        0.7%     14   0.5%     3   0.8%      11   0.5%        1   0.7%        6   0.5%    5   1.1%    2   1.1%     1     0.7%    13
  Wycombe
Tesco, Uxbridge              0.7%     13   0.9%     5   0.6%       8   0.5%        1   0.5%        4   0.9%    8   1.1%    2   1.1%     1     0.5%     9
Marks & Spencer, Gerrards    0.7%     13   0.2%     1   0.8%      12   0.5%        1   0.5%        4   0.9%    8   0.6%    1   1.1%     1     0.6%    11
  Cross
Waitrose, Berkhamsted        0.6%     11   0.5%     3   0.6%       8   0.0%        0   0.7%        6   0.5%    5   0.6%    1   0.0%     0     0.6%    10
Tesco, Hemel Hempstead       0.5%     10   0.5%     3   0.5%       7   0.5%        1   0.7%        6   0.3%    3   0.0%    0   0.0%     0     0.6%    10
Tesco, Tring                 0.5%     10   0.3%     2   0.6%       8   0.0%        0   0.7%        6   0.4%    4   0.0%    0   0.0%     0     0.5%     9
Budgens, Burnham             0.5%      9   0.5%     3   0.4%       6   0.0%        0   0.2%        2   0.8%    7   0.0%    0   0.0%     0     0.3%     6
Sainsbury's, Maidenhead      0.5%      9   0.5%     3   0.4%       6   1.6%        3   0.3%        3   0.3%    3   0.0%    0   2.2%     2     0.5%     9
Budgens, Chorleywood         0.4%      8   0.3%     2   0.4%       6   0.0%        0   0.5%        4   0.4%    4   0.0%    0   0.0%     0     0.4%     7
Marks & Spencer, High        0.4%      8   0.3%     2   0.4%       6   0.5%        1   0.2%        2   0.5%    5   0.0%    0   1.1%     1     0.2%     4
  Street, Rickmansworth
Sainsbury's, Watford         0.4%      8   0.3%     2   0.4%       6   0.0%        0   0.5%        4   0.4%    4   0.6%    1   1.1%     1     0.4%     8
Asda, Hemel Hempstead        0.4%      8   0.3%     2   0.4%       6   0.0%        0   0.5%        4   0.4%    4   0.6%    1   0.0%     0     0.4%     8
Sainsbury's, London Road,    0.4%      7   0.2%     1   0.4%       6   0.0%        0   0.5%        4   0.3%    3   0.0%    0   0.0%     0     0.3%     6
  Apsley
Somerfield, Great Missendon 0.4%       7   0.2%     1   0.4%       6   0.0%        0   0.5%        4   0.3%    3   1.1%    2   1.1%     1     0.4%     7
Marks & Spencer Simply       0.4%      7   0.5%     3   0.3%       4   0.0%        0   0.5%        4   0.3%    3   0.0%    0   1.1%     1     0.3%     6
  Food, Beaconsfield
AA Fisher, Gerrards Cross    0.3%      6   0.5%     3   0.2%       3   0.5%        1   0.3%        3   0.2%    2   1.1%    2   0.0%     0     0.3%     5
Somerfield, Slough           0.3%      5   0.2%     1   0.3%       4   0.0%        0   0.3%        3   0.2%    2   0.6%    1   1.1%     1     0.2%     3
Marks & Spencer, Peascod     0.2%      4   0.2%     1   0.2%       3   0.0%        0   0.0%        0   0.4%    4   0.0%    0   0.0%     0     0.2%     3
  Street, Windsor
Sainsbury's, Aylesbury       0.2%      4   0.2%     1   0.2%       3   0.0%        0   0.2%        2   0.2%    2   0.0%    0   0.0%     0     0.2%     4
Tesco, Aylesbury             0.2%      4   0.0%     0   0.3%       4   0.5%        1   0.2%        2   0.1%    1   0.0%    0   0.0%     0     0.2%     3
Tesco Express, Chalfont St   0.2%      3   0.3%     2   0.1%       1   0.5%        1   0.1%        1   0.1%    1   0.6%    1   0.0%     0     0.2%     3
  Peter
Morrisons, Aylesbury         0.2%      3   0.0%     0   0.2%       3   0.0%        0   0.0%        0   0.2%    2   0.0%    0   0.0%     0     0.2%     3
Tesco, Berkhamsted           0.2%      3   0.0%     0   0.2%       3   0.0%        0   0.0%        0   0.3%    3   0.6%    1   0.0%     0     0.1%     2
Tesco, Watford               0.2%      3   0.0%     0   0.2%       3   0.0%        0   0.2%        2   0.1%    1   0.0%    0   0.0%     0     0.2%     3
Tesco, West Drayford         0.2%      3   0.0%     0   0.2%       3   0.0%        0   0.3%        3   0.0%    0   0.0%    0   0.0%     0     0.2%     3
Waitrose, Marlow             0.2%      3   0.3%     2   0.1%       1   0.0%        0   0.2%        2   0.1%    1   1.1%    2   0.0%     0     0.2%     3
Marks & Spencer, Bath        0.2%      3   0.0%     0   0.2%       3   0.5%        1   0.1%        1   0.0%    0   0.0%    0   0.0%     0     0.2%     3
  Road, Slough
Lidl, Slough                 0.2%      3   0.2%     1   0.1%       2   0.0%        0   0.2%        2   0.1%    1   0.0%    0   1.1%     1     0.2%     3
Iceland, Amersham            0.2%      3   0.0%     0   0.2%       3   0.0%        0   0.1%        1   0.2%    2   0.0%    0   1.1%     1     0.1%     1
Local shops, Slough          0.2%      3   0.3%     2   0.1%       1   0.0%        0   0.3%        3   0.0%    0   0.0%    0   0.0%     0     0.1%     2
Sainsbury's, Marlow          0.2%      3   0.3%     2   0.1%       1   0.0%        0   0.1%        1   0.2%    2   0.0%    0   0.0%     0     0.1%     2
Marks & Spencer, High        0.2%      3   0.2%     1   0.1%       2   0.0%        0   0.0%        0   0.3%    3   0.6%    1   0.0%     0     0.2%     3
  Street, Uxbridge
Morrisons, Uxbridge Road,    0.1%      2   0.2%     1   0.1%       1   0.0%        0   0.1%        1   0.1%    1   0.0%    0   0.0%     0     0.1%     2
  Hatch End
Tesco, Maidenhead            0.1%      2   0.0%     0   0.1%       2   0.0%        0   0.1%        1   0.1%    1   0.0%    0   0.0%     0     0.1%     1
Tesco, High Wycombe Town 0.1%          2   0.0%     0   0.1%       2   0.0%        0   0.1%        1   0.1%    1   0.0%    0   0.0%     0     0.1%     1
  Centre
Tesco Express, Farnham       0.1%      2   0.3%     2   0.0%       0   0.5%        1   0.0%        0   0.1%    1   0.0%    0   0.0%     0     0.1%     2
  Common
Waitrose, Kingsend, Ruislip  0.1%      2   0.2%     1   0.1%       1   0.0%        0   0.0%        0   0.2%    2   0.0%    0   1.1%     1     0.1%     2

                                                                                                                                            Column %ges.
160707                                                   NEMS market research
By Demographics                South Bucks and Chiltern Household Telephone Survey                                                                 Page 2

                                        For Nathaniel Lichfield & Partners                                                                      July 2007

                                Total         Male         Female        18 to 34       35 to 54        55+         ABC1         C2DE        Car in hhold


Spar, Holmer Green             0.1%      2   0.2%      1   0.1%      1   0.0%       0   0.2%       2   0.0%     0   0.0%     0   0.0%    0     0.1%      2
Asda, Watford                  0.1%      2   0.0%      0   0.1%      2   0.0%       0   0.1%       1   0.1%     1   0.0%     0   1.1%    1     0.1%      1
Co-Op, Slough                  0.1%      2   0.0%      0   0.1%      2   0.0%       0   0.1%       1   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Hallmark Foodstore, High       0.1%      2   0.2%      1   0.1%      1   0.0%       0   0.0%       0   0.2%     2   0.6%     1   0.0%    0     0.1%      1
  Street, Burnham
Sainsbury's, South Street,     0.1%      2   0.0%      0   0.1%      2   0.0%       0   0.0%       0   0.2%     2   0.6%     1   0.0%    0     0.1%      1
  Farnham
Waitrose, Northolt Road,       0.1%      2   0.2%      1   0.1%      1   0.0%       0   0.2%       2   0.0%     0   0.0%     0   0.0%    0     0.1%      2
  South Harrow
Iceland, Farnham Road,         0.1%      2   0.2%      1   0.1%      1   0.5%       1   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      2
  Slough
Sainsbury's, Long Drive,       0.1%      2   0.0%      0   0.1%      2   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Ruislip
Local shops, Burnham           0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Local shops, Farnham           0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Common
Tesco, Princes Risborough      0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.6%     1   0.0%    0     0.0%      0
Morrisons, Slough              0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.0%      0
Spar, Farnham Common           0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Co-Op, High Street, Chalfont   0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  St Giles
Local shops, Chorleywood       0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Budgens, Flackwell Heath       0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Marks & Spencer, High          0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Street, Maidenhead
Local shops, Gerrards Cross    0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Iceland, High Street,          0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Rickmansworth
Marks & Spencer, High          0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Street, Watford
Marks & Spencer, Horns         0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Lane, Princes Risborough
Marks & Spencer, Barnet        0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Road, St Albans
Marks & Spencer, Sycamore      0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Road, Amersham
Marks & Spencer, The           0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Meadows, Marshall Road,
  Sandhurst
Asda, Chalfont Way,            0.1%      1   0.2%      1   0.0%      0   0.5%       1   0.0%       0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Reading
Rusts Foodmarket, High         0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Street, Prestwood
Costcutter, High Street,       0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.0%      0
  Chalvey, Slough
Fisher Butchers, Packhorse     0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Road, Gerrards Cross
Local shops, Dartmouth         0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Sainsbury's, The Causeway,     0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Staines
Tesco, Dedworth Road,          0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.6%     1   0.0%    0     0.1%      1
  Windsor
Tesco, North Hyde Road,        0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Hayes
Tesco, Wellington Avenue,      0.1%      1   0.0%      0   0.1%      1   0.5%       1   0.0%       0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Aldershot
Tesco, Whiteley Way,           0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Fareham
Waitrose, Green Lane,          0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Northwood
Waitrose, King Edward          0.1%      1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Court, Windsor
Local shops, Langley Park      0.1%      1   0.0%      0   0.1%      1   0.5%       1   0.0%       0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Road, Iver
Budgens, Station Road          0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  North, Egham
Market, Wendover               0.1%      1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
(Don't know / can't            0.9%     18   1.6%      9   0.6%      9   0.0%       0   0.7%       6   1.3%    12   0.0%     0   1.1%    1     1.0%     18
  remember)
Base:                                 2001           575          1426          186            867            923          175          91            1818




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160707                                                      NEMS market research
By Demographics               South Bucks and Chiltern Household Telephone Survey                                                                Page 3

                                       For Nathaniel Lichfield & Partners                                                                     July 2007

                               Total          Male        Female        18 to 34        35 to 54         55+        ABC1        C2DE       Car in hhold



Q02 Is there any other store or shop you do your main food and grocery shopping ?

Tesco, Amersham               6.8%     136   7.3%    42   6.6%     94   8.1%       15   7.7%       67   5.4%   50   7.4%   13   6.6%   6     7.2%   130
Sainsbury's, Beaconsfield     5.3%     107   5.7%    33   5.2%     74   4.3%        8   7.0%       61   4.1%   38   5.7%   10   3.3%   3     5.7%   104
Waitrose, Beaconsfield        4.5%      90   4.7%    27   4.4%     63   2.2%        4   3.9%       34   5.2%   48   4.0%    7   2.2%   2     4.7%    86
Asda, Slough                  3.5%      71   3.7%    21   3.5%     50   7.0%       13   4.0%       35   2.4%   22   3.4%    6   7.7%   7     3.7%    67
Sainsbury's, Chesham          3.3%      67   3.5%    20   3.3%     47   0.0%        0   4.0%       35   3.5%   32   2.3%    4   0.0%   0     3.3%    60
Tesco, Slough                 3.3%      67   3.8%    22   3.2%     45   9.1%       17   3.6%       31   2.1%   19   4.6%    8   3.3%   3     3.4%    61
Tesco, Loudwater, High        2.7%      55   2.4%    14   2.9%     41   2.7%        5   3.0%       26   2.6%   24   1.1%    2   0.0%   0     3.0%    54
  Wycombe
Sainsbury's, Slough           2.4%      48   1.9%    11   2.6%     37   4.8%        9   1.6%       14   2.7%   25   3.4%    6   5.5%   5     2.3%    41
Sainsbury's, Taplow,          2.2%      44   1.7%    10   2.4%     34   2.7%        5   1.5%       13   2.7%   25   1.7%    3   4.4%   4     2.1%    38
  Burnham
Waitrose, Chesham             1.9%      38   1.9%    11   1.9%     27   1.1%        2   1.5%       13   2.3%   21   0.6%    1   1.1%   1     1.9%    35
Budgens, Chalfont St Peter    1.8%      36   2.1%    12   1.7%     24   1.6%        3   1.8%       16   1.8%   17   1.1%    2   0.0%   0     2.0%    36
Iceland, Amersham             1.4%      28   1.0%     6   1.5%     22   1.1%        2   1.5%       13   1.3%   12   0.6%    1   2.2%   2     1.4%    25
Sainsbury's, Uxbridge         1.3%      26   1.6%     9   1.2%     17   0.5%        1   1.7%       15   1.1%   10   0.6%    1   3.3%   3     1.4%    26
Marks & Spencer Simply        1.2%      24   0.5%     3   1.5%     21   0.5%        1   1.0%        9   1.5%   14   1.7%    3   0.0%   0     1.3%    23
  Food, Beaconsfield
Asda, High Wycombe            1.1%      22   0.0%     0   1.5%     22   3.2%        6   1.0%        9   0.8%    7   1.7%    3   0.0%   0     1.2%    22
Hazlemere Food Hall           1.0%      21   0.7%     4   1.2%     17   1.6%        3   1.3%       11   0.8%    7   1.7%    3   1.1%   1     1.1%    20
Waitrose, Maidenhead          1.0%      21   0.7%     4   1.2%     17   0.0%        0   1.3%       11   1.1%   10   0.6%    1   3.3%   3     1.1%    20
Internet / home shopping      1.0%      21   0.9%     5   1.1%     16   0.5%        1   1.8%       16   0.4%    4   0.6%    1   1.1%   1     1.0%    19
Morrisons, High Wycombe       1.0%      21   0.9%     5   1.1%     16   1.6%        3   0.8%        7   1.1%   10   2.3%    4   0.0%   0     1.2%    21
Marks & Spencer, High         1.0%      21   0.3%     2   1.3%     19   1.6%        3   0.6%        5   1.4%   13   1.1%    2   0.0%   0     1.0%    19
  Wycombe
Tesco, Rickmansworth          0.8%      16   0.3%     2   1.0%     14   0.0%        0   0.7%        6   1.1%   10   0.6%    1   0.0%   0     0.7%    13
Marks & Spencer, Gerrards     0.8%      15   0.9%     5   0.7%     10   0.5%        1   0.9%        8   0.7%    6   0.6%    1   1.1%   1     0.7%    13
  Cross
Sainsbury's, High Wycombe     0.7%      14   0.2%     1   0.9%     13   0.0%        0   0.9%        8   0.5%    5   0.6%    1   1.1%   1     0.7%    13
Somerfield, Slough            0.6%      12   0.5%     3   0.6%      9   0.0%        0   0.6%        5   0.8%    7   0.6%    1   1.1%   1     0.5%     9
Somerfield, Great Missendon   0.6%      11   0.7%     4   0.5%      7   1.1%        2   0.6%        5   0.4%    4   0.6%    1   1.1%   1     0.6%    10
Marks & Spencer, High         0.5%      10   0.0%     0   0.7%     10   0.0%        0   0.8%        7   0.3%    3   0.6%    1   0.0%   0     0.5%     9
  Street, Rickmansworth
Marks & Spencer, Bath         0.5%      10   0.7%     4   0.4%      6   0.0%        0   0.2%        2   0.9%    8   0.0%    0   1.1%   1     0.4%     8
  Road, Slough
Tesco, Uxbridge               0.5%       9   0.5%     3   0.4%      6   0.0%        0   0.2%        2   0.8%    7   0.6%    1   0.0%   0     0.4%     8
Marks & Spencer, High         0.5%       9   0.0%     0   0.6%      9   0.5%        1   0.5%        4   0.4%    4   1.1%    2   0.0%   0     0.4%     8
  Street, Uxbridge
Sainsbury's, Hemel            0.4%       8   0.0%     0   0.6%      8   0.0%        0   0.6%        5   0.3%    3   0.6%    1   0.0%   0     0.4%     8
  Hempstead
Asda, Watford                 0.4%       8   0.3%     2   0.4%      6   1.1%        2   0.5%        4   0.2%    2   0.0%    0   0.0%   0     0.4%     8
Budgens, Burnham              0.4%       8   0.3%     2   0.4%      6   0.0%        0   0.1%        1   0.8%    7   0.0%    0   1.1%   1     0.2%     4
Tesco Express, Farnham        0.4%       8   0.2%     1   0.5%      7   0.5%        1   0.3%        3   0.4%    4   0.6%    1   1.1%   1     0.4%     7
  Common
Budgens, Harrow Market,       0.4%       7   0.3%     2   0.4%      5   0.0%        0   0.2%        2   0.5%    5   1.1%    2   0.0%   0     0.4%     7
  Slough
Lidl, Slough                  0.4%       7   0.3%     2   0.4%      5   0.5%        1   0.0%        0   0.7%    6   0.6%    1   0.0%   0     0.4%     7
Waitrose, Berkhamsted         0.4%       7   0.0%     0   0.5%      7   0.5%        1   0.2%        2   0.4%    4   0.6%    1   0.0%   0     0.4%     7
Marks & Spencer, High         0.4%       7   0.2%     1   0.4%      6   0.0%        0   0.0%        0   0.8%    7   0.0%    0   0.0%   0     0.3%     6
  Street, Maidenhead
Co-Op, Slough                 0.4%       7   0.7%     4   0.2%      3   0.5%        1   0.2%        2   0.4%    4   0.0%    0   0.0%   0     0.2%     4
Tesco, Hemel Hempstead        0.3%       6   0.3%     2   0.3%      4   0.0%        0   0.5%        4   0.2%    2   0.6%    1   0.0%   0     0.3%     6
Waitrose, Marlow              0.3%       5   0.3%     2   0.2%      3   0.0%        0   0.5%        4   0.1%    1   1.1%    2   1.1%   1     0.3%     5
Sainsbury's, Maidenhead       0.3%       5   0.3%     2   0.2%      3   1.6%        3   0.1%        1   0.1%    1   0.0%    0   0.0%   0     0.3%     5
Marks & Spencer, Sycamore     0.2%       4   0.2%     1   0.2%      3   0.0%        0   0.1%        1   0.3%    3   0.0%    0   0.0%   0     0.2%     3
  Road, Amersham
Tesco, Watford                0.2%       4   0.2%     1   0.2%      3   0.0%        0   0.2%        2   0.2%    2   0.0%    0   0.0%   0     0.2%     4
Budgens, Chorleywood          0.2%       4   0.2%     1   0.2%      3   0.0%        0   0.1%        1   0.3%    3   0.0%    0   0.0%   0     0.2%     3
Costco, Watford               0.2%       4   0.3%     2   0.1%      2   0.5%        1   0.3%        3   0.0%    0   0.6%    1   0.0%   0     0.2%     4
Sainsbury's, Watford          0.2%       4   0.2%     1   0.2%      3   0.5%        1   0.1%        1   0.2%    2   0.0%    0   0.0%   0     0.2%     4
Iceland, High Street,         0.2%       3   0.0%     0   0.2%      3   0.0%        0   0.0%        0   0.3%    3   0.0%    0   1.1%   1     0.0%     0
  Rickmansworth
Tesco, High Wycombe Town      0.2%       3   0.2%     1   0.1%      2   0.0%        0   0.2%        2   0.1%    1   0.6%    1   0.0%   0     0.1%     2
  Centre
Waitrose, Kingsend, Ruislip   0.2%       3   0.0%     0   0.2%      3   0.0%        0   0.0%        0   0.3%    3   0.6%    1   0.0%   0     0.2%     3
Somerfield, Emery Gate        0.2%       3   0.2%     1   0.1%      2   0.5%        1   0.1%        1   0.1%    1   0.0%    0   0.0%   0     0.2%     3
  Shopping Centre,
  Chippenham
Budgens, Flackwell Heath      0.2%       3   0.2%     1   0.1%      2   0.0%        0   0.0%        0   0.3%    3   0.0%    0   0.0%   0     0.2%     3
Waitrose, King Edward         0.2%       3   0.2%     1   0.1%      2   0.0%        0   0.1%        1   0.1%    1   0.6%    1   0.0%   0     0.2%     3
  Court, Windsor
Local shops, Hazlemere        0.2%       3   0.0%     0   0.2%      3   0.0%        0   0.1%        1   0.2%    2   0.0%    0   0.0%   0     0.2%     3
Iceland, Market Square,       0.2%       3   0.2%     1   0.1%      2   0.0%        0   0.1%        1   0.2%    2   0.0%    0   1.1%   1     0.2%     3

                                                                                                                                           Column %ges.
160707                                                     NEMS market research
By Demographics                South Bucks and Chiltern Household Telephone Survey                                                        Page 4

                                        For Nathaniel Lichfield & Partners                                                             July 2007

                                Total        Male       Female       18 to 34       35 to 54        55+       ABC1       C2DE       Car in hhold


  Uxbridge
Fisher Butchers, Packhorse     0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
  Road, Gerrards Cross
Iceland, Farnham Road,         0.1%     2   0.2%    1   0.1%     1   0.5%       1   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  Slough
Local shops, Bourne End        0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.2%       2   0.0%   0   0.0%   0   1.1%   1     0.1%     2
Local shops, Amersham          0.1%     2   0.3%    2   0.0%     0   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
Sainsbury's, Marlow            0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
Market, Chesham                0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
Tesco, Tring                   0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
Budgens, Sycamore Road,        0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     1
  Amersham
Local shops, Chorleywood       0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
Morrisons, Slough              0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
Exotic Supermarket,            0.1%     2   0.3%    2   0.0%     0   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
  Farnham Road, Slough
Morrisons, Uxbridge Road,      0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
  Hatch End
Somerfield, Wakeman Road,      0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  Bourne End
Tesco, Aylesbury               0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
Local shops, Prestwood         0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     1
Sainsbury's, Long Drive,       0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  Ruislip
Tesco, West Drayford           0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
Co-Op, Thornbridge Road,       0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.6%   1   0.0%   0     0.1%     2
  Iver Heath
Marks & Spencer, Barnet        0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
  Road, St Albans
Waitrose, Green Lane,          0.1%     2   0.3%    2   0.0%     0   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  Northwood
Spar, Farnham Common           0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
Co-Op, Yiewsley                0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Budgens, Tring                 0.1%     1   0.2%    1   0.0%     0   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Waitrose, Thame                0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Asda, Hemel Hempstead          0.1%     1   0.2%    1   0.0%     0   0.5%       1   0.0%       0   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Costco, South Oak Way,         0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
  Reading
Budgens, Wendover              0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Local shops, High Street,      0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  Chesham
Local shops, Lee Common        0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Tesco, Berkhamsted             0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Co-Op, High Street, Chalfont   0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  St Giles
Market, Amersham               0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Iceland, Nicholson Walk,       0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.0%     0
  Maidenhead
AA Fisher, Gerrards Cross      0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.0%     0
Asda, Western Road, Ealing     0.1%     1   0.0%    0   0.1%     1   0.5%       1   0.0%       0   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Morrisons, Aylesbury           0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Local shops, Chalfont St       0.1%     1   0.2%    1   0.0%     0   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
  Giles
Iceland, High Street,          0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  Yiewsley
Marks & Spencer, Kingston      0.1%     1   0.2%    1   0.0%     0   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  Road, Milton Keynes
Tesco Express, Iver Heath      0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Morrisons, Rose Kiln Lane,     0.1%     1   0.2%    1   0.0%     0   0.0%       0   0.0%       0   0.1%   1   0.6%   1   0.0%   0     0.1%     1
  Reading
Sainsbury's, Aylesbury         0.1%     1   0.2%    1   0.0%     0   0.0%       0   0.1%       1   0.0%   0   0.6%   1   0.0%   0     0.1%     1
Rusts Foodmarket, High         0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  Street, Prestwood
Sainsbury's, Barnet Road,      0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  London Colney
Sainsbury's, London Road,      0.1%     1   0.2%    1   0.0%     0   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
  Apsley
Local shops, Watford           0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Sainsbury's, Station           0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
  Approach, Hayes
Tesco, Princes Risborough      0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Local shops, Bois Lane, Bois   0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Waitrose, Alexandria Road,     0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
  London

                                                                                                                                    Column %ges.
160707                                                   NEMS market research
By Demographics              South Bucks and Chiltern Household Telephone Survey                                                                  Page 5

                                      For Nathaniel Lichfield & Partners                                                                       July 2007

                               Total         Male         Female        18 to 34       35 to 54        55+         ABC1         C2DE        Car in hhold


Waitrose, Ermine Close, St   0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Albans
Local shops, Chalfont St     0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Peter
Tesco Express, Chalfont St   0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.6%     1   0.0%    0     0.0%      0
  Peter
Local shops, Eton Wick,      0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Windsor
Local shops, Farnham         0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Common
Marks & Spencer, Oxford      0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.6%     1   0.0%    0     0.1%      1
  Street, London
Marks & Spencer, High        0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Street, Watford
Marks & Spencer, Peascod     0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.0%      0
  Street, Windsor
(Nowhere else)               32.8%     657 38.3%    220 30.6%      437 32.8%       61 31.8%   276 33.9%      313 34.9%     61 37.4%    34 31.6%       575
(Don't know / can't           3.4%      68 3.1%      18 3.5%        50 2.7%         5 3.0%     26 3.8%        35 3.4%       6 5.5%      5 3.3%         60
  remember)
Base:                                2001           575          1426          186            867            923          175          91            1818

Q03 How do you normally travel to do your main food shopping ?

Car-driver                   78.5% 1570 83.3%       479 76.5% 1091 77.4%       144 85.4%      740 72.0%      665 78.9%    138 69.2%    63 84.7% 1539
Car-passenger                 9.2% 184 5.4%          31 10.7% 153 10.8%         20 4.5%        39 13.3%      123 9.1%      16 12.1%    11 7.8% 141
Bus / coach                   3.4%   69 1.9%         11 4.1%    58 1.6%          3 1.2%        10 6.1%        56 3.4%       6 5.5%      5 0.8%    14
Train                         0.1%    1 0.0%          0 0.1%     1 0.0%          0 0.0%         0 0.0%         0 0.0%       0 0.0%      0 0.0%     0
Taxi                          0.5%   10 0.2%          1 0.6%     9 0.0%          0 0.1%         1 1.0%         9 0.6%       1 1.1%      1 0.1%     2
Walk                          4.5%   91 4.7%         27 4.5%    64 4.8%          9 3.5%        30 5.5%        51 5.7%      10 7.7%      7 3.1%    57
Bicycle                       0.4%    8 0.3%          2 0.4%     6 0.0%          0 0.2%         2 0.7%         6 0.6%       1 2.2%      2 0.1%     2
Home delivery / internet      2.0%   41 2.1%         12 2.0%    29 4.3%          8 3.6%        31 0.2%         2 0.6%       1 0.0%      0 2.2%    40
Other                         0.0%    0 0.0%          0 0.0%     0 0.0%          0 0.0%         0 0.0%         0 0.0%       0 0.0%      0 0.0%     0
Scooter                       0.2%    3 0.0%          0 0.2%     3 0.0%          0 0.0%         0 0.3%         3 0.0%       0 0.0%      0 0.1%     1
(Don't know / varies)         1.2%   24 2.1%         12 0.8%    12 1.1%          2 1.6%        14 0.9%         8 1.1%       2 2.2%      2 1.2%    22
Base:                                2001           575          1426          186            867            923          175          91            1818




                                                                                                                                            Column %ges.
160707                                                     NEMS market research
By Demographics                South Bucks and Chiltern Household Telephone Survey                                                              Page 6

                                        For Nathaniel Lichfield & Partners                                                                   July 2007

                                Total         Male        Female        18 to 34        35 to 54         55+        ABC1       C2DE       Car in hhold



Q04 In addition to your household's main food shopping trips at which location did you last visit for small scale / top up grocery shopping
    for things like bread and milk or newspapers?

Sainsbury's, Taplow,           3.7%     74   4.3%    25   3.4%     49   5.9%       11   3.1%       27   3.9%   36   1.7%   3   6.6%   6     3.6%    65
  Burnham
Budgens, Chalfont St Peter     3.3%     66   3.1%    18   3.4%     48   2.7%        5   4.2%       36   2.5%   23   4.0%   7   2.2%   2     3.5%    64
Tesco, Amersham                3.1%     63   4.5%    26   2.6%     37   2.2%        4   3.7%       32   2.9%   27   3.4%   6   6.6%   6     3.4%    61
Hazlemere Food Hall            3.1%     62   2.3%    13   3.4%     49   4.3%        8   3.8%       33   2.2%   20   1.7%   3   2.2%   2     3.4%    62
Asda, Slough                   2.7%     54   2.6%    15   2.7%     39   2.7%        5   2.5%       22   2.8%   26   4.0%   7   2.2%   2     2.4%    44
Sainsbury's, Chesham           2.4%     49   2.1%    12   2.6%     37   2.2%        4   3.0%       26   2.0%   18   1.1%   2   1.1%   1     2.5%    46
Tesco, Loudwater, High         2.2%     45   0.9%     5   2.8%     40   5.4%       10   2.9%       25   0.9%    8   0.6%   1   1.1%   1     2.4%    43
  Wycombe
Marks & Spencer, Gerrards      1.9%     38   1.9%    11   1.9%     27   1.1%        2   2.0%       17   2.0%   18   1.7%   3   1.1%   1     2.0%    36
  Cross
Waitrose, Beaconsfield         1.8%     37   1.4%     8   2.0%     29   0.5%        1   2.1%       18   2.0%   18   1.7%   3   0.0%   0     1.8%    32
Sainsbury's, Beaconsfield      1.8%     37   1.6%     9   2.0%     28   0.5%        1   2.2%       19   1.7%   16   4.0%   7   1.1%   1     1.9%    34
Somerfield, Great Missendon    1.7%     34   0.7%     4   2.1%     30   3.8%        7   1.8%       16   1.2%   11   2.3%   4   1.1%   1     1.9%    34
Budgens, Chorleywood           1.7%     34   1.6%     9   1.8%     25   1.1%        2   1.8%       16   1.7%   16   0.6%   1   1.1%   1     1.8%    32
Waitrose, Chesham              1.6%     32   1.9%    11   1.5%     21   1.1%        2   1.4%       12   1.8%   17   1.7%   3   3.3%   3     1.5%    28
Budgens, Burnham               1.5%     30   1.6%     9   1.5%     21   2.2%        4   1.2%       10   1.7%   16   0.6%   1   0.0%   0     1.5%    27
Sainsbury's, Slough            1.4%     28   1.0%     6   1.5%     22   2.7%        5   1.4%       12   1.2%   11   2.9%   5   1.1%   1     1.4%    25
Somerfield, Slough             1.3%     27   1.0%     6   1.5%     21   2.2%        4   1.5%       13   1.1%   10   2.3%   4   1.1%   1     1.4%    25
Tesco, Slough                  1.2%     25   1.2%     7   1.3%     18   2.7%        5   1.2%       10   1.1%   10   2.3%   4   1.1%   1     1.3%    23
Tesco Express, Farnham         1.0%     21   1.4%     8   0.9%     13   1.6%        3   1.0%        9   1.0%    9   0.6%   1   1.1%   1     1.2%    21
  Common
Local shops, Amersham          1.0%     21   0.7%     4   1.2%     17   0.5%        1   0.6%        5   1.6%   15   2.9%   5   0.0%   0     1.1%    20
Local shops, Chesham           0.9%     18   0.9%     5   0.9%     13   1.6%        3   0.9%        8   0.8%    7   0.0%   0   1.1%   1     0.9%    16
Co-Op, Slough                  0.9%     18   1.2%     7   0.8%     11   0.5%        1   1.0%        9   0.9%    8   1.1%   2   0.0%   0     0.9%    16
Marks & Spencer, High          0.9%     17   0.3%     2   1.1%     15   0.5%        1   1.0%        9   0.8%    7   0.6%   1   0.0%   0     0.9%    17
  Wycombe
Spar, Farnham Common           0.8%     16   1.4%     8   0.6%      8   0.0%        0   0.9%        8   0.9%    8   0.0%   0   1.1%   1     0.9%    16
Iceland, Amersham              0.8%     16   0.3%     2   1.0%     14   0.5%        1   1.3%       11   0.4%    4   1.1%   2   0.0%   0     0.9%    16
Local shops, Burnham           0.8%     16   0.7%     4   0.8%     12   1.1%        2   0.2%        2   1.3%   12   0.0%   0   0.0%   0     0.9%    16
Internet / home shopping       0.8%     15   1.0%     6   0.6%      9   0.5%        1   0.9%        8   0.7%    6   0.6%   1   0.0%   0     0.7%    13
Budgens, Flackwell Heath       0.7%     14   0.5%     3   0.8%     11   0.0%        0   0.5%        4   1.1%   10   0.6%   1   0.0%   0     0.7%    13
Rusts Foodmarket, High         0.7%     14   1.0%     6   0.6%      8   0.5%        1   1.2%       10   0.3%    3   1.1%   2   0.0%   0     0.8%    14
  Street, Prestwood
Tesco, Tring                   0.7%     13   1.0%     6   0.5%      7   0.5%        1   0.3%        3   1.0%    9   0.6%   1   0.0%   0     0.7%    13
Local shops, Little Chalfont   0.6%     12   0.3%     2   0.7%     10   0.5%        1   0.6%        5   0.7%    6   0.0%   0   1.1%   1     0.7%    12
Marks & Spencer Simply         0.6%     12   0.7%     4   0.6%      8   1.6%        3   0.7%        6   0.2%    2   0.0%   0   0.0%   0     0.7%    12
  Food, Beaconsfield
Spar, Turners Place, Holmer    0.6%     12   0.7%     4   0.6%      8   2.2%        4   0.8%        7   0.1%    1   0.0%   0   0.0%   0     0.7%    12
  Green
Local shops, Slough            0.6%     12   1.0%     6   0.4%      6   1.1%        2   0.8%        7   0.3%    3   0.6%   1   1.1%   1     0.4%     8
Tesco, Rickmansworth           0.6%     11   0.0%     0   0.8%     11   0.5%        1   0.6%        5   0.4%    4   0.0%   0   0.0%   0     0.6%    10
Co-Op, Thornbridge Road,       0.6%     11   0.5%     3   0.6%      8   0.0%        0   1.0%        9   0.2%    2   0.6%   1   2.2%   2     0.6%    11
  Iver Heath
Tesco, Uxbridge                0.6%     11   1.0%     6   0.4%      5   0.0%        0   0.7%        6   0.5%    5   1.1%   2   0.0%   0     0.5%     9
Costcutter, Greenway           0.5%     10   0.7%     4   0.4%      6   1.1%        2   0.6%        5   0.3%    3   0.6%   1   0.0%   0     0.6%    10
  Parade, Chesham
Local shops, Chalfont St       0.5%      9   0.2%     1   0.6%      8   0.5%        1   0.2%        2   0.7%    6   0.6%   1   0.0%   0     0.5%     9
  Giles
Local shops, Prestwood         0.5%      9   0.9%     5   0.3%      4   0.0%        0   0.5%        4   0.5%    5   0.0%   0   1.1%   1     0.4%     8
Local shops, Eton Wick,        0.5%      9   0.5%     3   0.4%      6   0.0%        0   0.5%        4   0.4%    4   1.1%   2   1.1%   1     0.4%     8
  Windsor
AA Fisher, Gerrards Cross      0.5%      9   0.2%     1   0.6%      8   1.1%        2   0.6%        5   0.2%    2   0.6%   1   0.0%   0     0.5%     9
Local shops, Bourne End        0.4%      8   0.5%     3   0.4%      5   0.0%        0   0.5%        4   0.4%    4   0.6%   1   0.0%   0     0.4%     8
Waitrose, Maidenhead           0.4%      8   0.3%     2   0.4%      6   0.5%        1   0.2%        2   0.5%    5   0.6%   1   0.0%   0     0.4%     7
Local shops, Chalfont St       0.4%      8   0.5%     3   0.4%      5   0.0%        0   0.1%        1   0.8%    7   1.1%   2   0.0%   0     0.4%     7
  Peter
Sainsbury's, Uxbridge          0.4%      7   0.2%     1   0.4%      6   0.0%        0   0.3%        3   0.4%    4   0.0%   0   0.0%   0     0.4%     7
Local shops, Denham            0.3%      6   0.3%     2   0.3%      4   1.1%        2   0.2%        2   0.2%    2   0.6%   1   1.1%   1     0.3%     5
Local shops, Bovingdon         0.3%      6   0.2%     1   0.4%      5   0.0%        0   0.5%        4   0.2%    2   0.6%   1   0.0%   0     0.3%     6
Morrisons, High Wycombe        0.3%      6   0.3%     2   0.3%      4   0.0%        0   0.3%        3   0.3%    3   0.0%   0   0.0%   0     0.3%     6
Local shops, Harefield         0.3%      6   0.2%     1   0.4%      5   0.0%        0   0.3%        3   0.3%    3   0.0%   0   0.0%   0     0.3%     6
Local shops, Chorleywood       0.3%      6   0.3%     2   0.3%      4   0.0%        0   0.5%        4   0.2%    2   0.0%   0   0.0%   0     0.3%     6
Tesco, High Wycombe Town       0.3%      6   0.3%     2   0.3%      4   1.1%        2   0.5%        4   0.0%    0   0.0%   0   0.0%   0     0.3%     6
  Centre
Co-Op, Hemel Hempstead         0.3%      6   0.3%     2   0.3%      4   0.0%        0   0.5%        4   0.2%    2   0.0%   0   0.0%   0     0.3%     6
Londis, Sycamore Place,        0.3%      6   0.5%     3   0.2%      3   0.0%        0   0.3%        3   0.3%    3   0.0%   0   1.1%   1     0.3%     5
  Amersham
Marks & Spencer, High          0.3%      6   0.2%     1   0.4%      5   0.5%        1   0.0%        0   0.4%    4   0.6%   1   0.0%   0     0.3%     5
  Street, Rickmansworth
Hallmark Foodstore, High       0.3%      5   0.3%     2   0.2%      3   0.5%        1   0.2%        2   0.2%    2   0.0%   0   0.0%   0     0.3%     5

                                                                                                                                          Column %ges.
160707                                                     NEMS market research
By Demographics                South Bucks and Chiltern Household Telephone Survey                                                        Page 7

                                        For Nathaniel Lichfield & Partners                                                             July 2007

                                Total        Male       Female       18 to 34       35 to 54        55+       ABC1       C2DE       Car in hhold


  Street, Burnham
Lidl, Slough                   0.3%     5   0.7%    4   0.1%     1   0.0%       0   0.2%       2   0.3%   3   0.6%   1   0.0%   0     0.3%     5
Co-Op, High Street, Chalfont   0.3%     5   0.3%    2   0.2%     3   0.0%       0   0.5%       4   0.1%   1   0.0%   0   0.0%   0     0.3%     5
  St Giles
Budgens, Station Road,         0.3%     5   0.2%    1   0.3%     4   0.0%       0   0.1%       1   0.4%   4   0.6%   1   0.0%   0     0.3%     5
  Langley
Marks & Spencer, Sycamore      0.2%     4   0.3%    2   0.1%     2   0.0%       0   0.1%       1   0.3%   3   0.0%   0   0.0%   0     0.2%     3
  Road, Amersham
Co-Op, High Street,            0.2%     4   0.3%    2   0.1%     2   1.1%       2   0.2%       2   0.0%   0   0.0%   0   1.1%   1     0.2%     4
  Bovingdon
Local shops, Rickmansworth     0.2%     4   0.0%    0   0.3%     4   0.0%       0   0.1%       1   0.3%   3   0.0%   0   0.0%   0     0.2%     3
Asda, High Wycombe             0.2%     4   0.3%    2   0.1%     2   0.5%       1   0.2%       2   0.1%   1   0.6%   1   0.0%   0     0.2%     4
Local shops, Hazlemere         0.2%     4   0.3%    2   0.1%     2   0.5%       1   0.1%       1   0.2%   2   0.0%   0   0.0%   0     0.2%     4
Tesco Express, Iver Heath      0.2%     4   0.0%    0   0.3%     4   0.5%       1   0.0%       0   0.3%   3   0.0%   0   0.0%   0     0.2%     4
Marks & Spencer, High          0.2%     4   0.2%    1   0.2%     3   0.5%       1   0.1%       1   0.2%   2   0.0%   0   0.0%   0     0.2%     4
  Street, Uxbridge
Local shops, Gerrards Cross    0.2%     4   0.2%    1   0.2%     3   0.0%       0   0.3%       3   0.1%   1   0.0%   0   0.0%   0     0.2%     4
Marks & Spencer, Bath          0.2%     4   0.2%    1   0.2%     3   0.5%       1   0.2%       2   0.1%   1   0.0%   0   0.0%   0     0.2%     4
  Road, Slough
Waitrose, Berkhamsted          0.2%     4   0.0%    0   0.3%     4   0.0%       0   0.2%       2   0.1%   1   0.0%   0   0.0%   0     0.2%     3
Kings Ride Supermarket,        0.2%     3   0.0%    0   0.2%     3   0.5%       1   0.1%       1   0.1%   1   0.6%   1   0.0%   0     0.2%     3
  Penn, High Wycombe
Local shops, Denham            0.2%     3   0.2%    1   0.1%     2   0.0%       0   0.0%       0   0.3%   3   0.0%   0   1.1%   1     0.2%     3
  Parade, Denham
Local shops, Jordans           0.2%     3   0.0%    0   0.2%     3   0.0%       0   0.0%       0   0.3%   3   0.0%   0   0.0%   0     0.2%     3
Tesco Express, Chalfont St     0.2%     3   0.3%    2   0.1%     1   0.0%       0   0.2%       2   0.1%   1   0.6%   1   0.0%   0     0.2%     3
  Peter
Sainsbury's, High Wycombe      0.2%     3   0.2%    1   0.1%     2   0.0%       0   0.1%       1   0.2%   2   0.0%   0   0.0%   0     0.2%     3
One Stop, White Lion Road,     0.2%     3   0.0%    0   0.2%     3   0.0%       0   0.2%       2   0.1%   1   0.0%   0   0.0%   0     0.2%     3
  Amersham
Sainsbury's, Watford           0.2%     3   0.0%    0   0.2%     3   0.5%       1   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.2%     3
Local shops, Farnham           0.2%     3   0.0%    0   0.2%     3   0.0%       0   0.0%       0   0.3%   3   0.0%   0   1.1%   1     0.2%     3
  Common
Local shops, Wendover          0.2%     3   0.0%    0   0.2%     3   0.0%       0   0.3%       3   0.0%   0   0.0%   0   0.0%   0     0.2%     3
Sainsbury's, Hemel             0.2%     3   0.0%    0   0.2%     3   0.0%       0   0.3%       3   0.0%   0   0.0%   0   0.0%   0     0.2%     3
  Hempstead
Local shops, Taplow            0.2%     3   0.3%    2   0.1%     1   0.0%       0   0.1%       1   0.2%   2   0.0%   0   0.0%   0     0.2%     3
Marks & Spencer, Peascod       0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.0%       0   0.2%   2   0.6%   1   0.0%   0     0.1%     2
  Street, Windsor
Iceland, Farnham Road,         0.1%     2   0.2%    1   0.1%     1   0.5%       1   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
  Slough
Marks & Spencer, Horns         0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  Lane, Princes Risborough
Sainsbury's, Maidenhead        0.1%     2   0.0%    0   0.1%     2   0.5%       1   0.1%       1   0.0%   0   0.6%   1   0.0%   0     0.1%     2
Londis, Clarence Road,         0.1%     2   0.2%    1   0.1%     1   1.1%       2   0.0%       0   0.0%   0   0.0%   0   0.0%   0     0.1%     2
  Slough
Local shops, Britwell          0.1%     2   0.0%    0   0.1%     2   0.5%       1   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Local shops, Beaconsfield      0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
Local shops, Seer Green        0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Tesco, Maidenhead              0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Waitrose, Marlow               0.1%     2   0.0%    0   0.1%     2   0.5%       1   0.1%       1   0.0%   0   0.0%   0   1.1%   1     0.1%     2
Post Office, Chalvey Road      0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  West, Slough
Local shops, Tring             0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
Local shops, Holmer Green,     0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.6%   1   0.0%   0     0.1%     1
  High Wycombe
One Stop, Chenies Parade,      0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.0%       0   0.2%   2   0.0%   0   0.0%   0     0.1%     2
  Little Chalfont
Londis, Tudor Parade,          0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
  Rickmansworth
Local shops, Cippenham         0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.6%   1   0.0%   0     0.1%     2
Co-Op, Yiewsley                0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.2%       2   0.0%   0   0.0%   0   0.0%   0     0.1%     2
Local shops, Iver              0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
Budgens, Shifford Crescent,    0.1%     2   0.2%    1   0.1%     1   0.5%       1   0.1%       1   0.0%   0   0.6%   1   0.0%   0     0.1%     2
  Maidenhead
Marks & Spencer, High          0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     2
  Street, Slough
Local shops, Tylers Green      0.1%     2   0.0%    0   0.1%     2   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
Nisa, Longlands, Hemel         0.1%     2   0.2%    1   0.1%     1   0.0%       0   0.1%       1   0.1%   1   0.0%   0   0.0%   0     0.1%     2
  Hempstead
Local shops, Maidenhead        0.1%     2   0.2%    1   0.1%     1   0.5%       1   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     2
Budgens, Gerrards Cross        0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.0%       0   0.1%   1   0.0%   0   0.0%   0     0.1%     1
Local shops, Wrexham           0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1
Local shops, Maple Cross       0.1%     1   0.0%    0   0.1%     1   0.0%       0   0.1%       1   0.0%   0   0.0%   0   0.0%   0     0.1%     1

                                                                                                                                    Column %ges.
160707                                                   NEMS market research
By Demographics                 South Bucks and Chiltern Household Telephone Survey                                                                  Page 8

                                         For Nathaniel Lichfield & Partners                                                                       July 2007

                                  Total         Male         Female        18 to 34       35 to 54        55+         ABC1         C2DE        Car in hhold


Asda, Hemel Hempstead           0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Sainsbury's, Marlow             0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Tesco, West Drayford            0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Marks & Spencer,                0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Breakspear Way, Hemel
  Hempstead
Aldi, Yiewsley                  0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.6%     1   0.0%    0     0.1%      1
Tesco, Hemel Hempstead          0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Local shops, Park Parade        0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Centre, Hazlemere
Local shops, Hedgerley          0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Former Freshsave (Nisa),        0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Burnham
Asda, Watford                   0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Budgens, Princes                0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.0%      0
  Risborough
Local shops, Kings Langley      0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Marks & Spencer, High           0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Street, Watford
Local shops, Great              0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Missenden
Sainsbury's, London Road,       0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.0%      0
  Apsley
Sainsbury's, Stratton Street,   0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  London
Spar, High Road, London         0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
One Stop, Aylesbury End,        0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.0%     0   1.1%    1     0.1%      1
  Beaconsfield
Tesco, Dedworth Road,           0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.6%     1   0.0%    0     0.1%      1
  Windsor
Tesco, Kingfisher Parade,       0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   1.1%    1     0.1%      1
  East Wittering
Tesco, Old North Road,          0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Royston
Tesco, Shepherds Bush           0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.0%      0
  Road, Hammersmith
Waitrose, High Street,          0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Malborough
Waitrose, King Edward           0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Court, Windsor
Local shops, Uxbridge           0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Marks & Spencer,                0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Marylebone Station,
  London
Local shops, High Wycombe       0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Local shops, Weedon Hill        0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Tesco, Princes Risborough       0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
One Stop, Elmshott Lane,        0.1%       1   0.0%      0   0.1%      1   0.5%       1   0.0%       0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Slough
Fisher Butchers, Packhorse      0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Road, Gerrards Cross
Local shops, Telford            0.1%       1   0.2%      1   0.0%      0   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Local shops, Watford            0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Marks & Spencer, Oxford         0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%       0   0.1%     1   0.6%     1   0.0%    0     0.1%      1
  Street, London
Local shops, Aldershot          0.1%       1   0.0%      0   0.1%      1   0.5%       1   0.0%       0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Tesco, Tring Road,              0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Wendover
One Stop Shop, Oxford           0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.1%       1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  Road, Gerrards Cross
Market, Wendover                 0.1%       1 0.0%       0 0.1%         1 0.0%         0 0.0%      0 0.0%         0 0.0%       0 0.0%      0 0.1%          1
(Don't do top-up shopping)      26.8%     536 28.9%    166 25.9%      370 19.9%       37 23.1%   200 31.9%      294 26.3%     46 41.8%    38 24.9%       452
(Don't know / can't              6.9%     139 8.2%      47 6.5%        92 6.5%        12 6.6%     57 7.3%        67 11.4%     20 6.6%      6 7.0%        127
  remember)
Base:                                   2001           575          1426          186            867            923          175          91            1818




                                                                                                                                               Column %ges.
160707                                                        NEMS market research
By Demographics            South Bucks and Chiltern Household Telephone Survey                                                                    Page 9

                                    For Nathaniel Lichfield & Partners                                                                         July 2007

                             Total         Male          Female          18 to 34         35 to 54     55+         ABC1         C2DE        Car in hhold



Q05 In which location do you buy most of your household's non-food shopping ?

Slough                     16.5%     331 18.4%    106   15.8%     225   21.5%       40   15.7%   136 16.4%   151 18.3%     32 22.0%    20    15.3%    279
High Wycombe               13.2%     265 13.0%     75   13.3%     190   14.0%       26   13.4%   116 13.1%   121 15.4%     27 6.6%      6    13.9%    253
Uxbridge                   10.1%     203 8.9%      51   10.7%     152   11.8%       22   12.3%   107 7.9%     73 6.9%      12 8.8%      8    10.7%    195
Watford                     8.4%     169 8.2%      47    8.6%     122    5.9%       11    9.5%    82 8.1%     75 5.1%       9 5.5%      5     8.9%    162
Amersham                    6.7%     135 6.6%      38    6.8%      97    7.0%       13    6.3%    55 6.7%     62 9.7%      17 9.9%      9     6.4%    117
Maidenhead                  4.7%      94 4.5%      26    4.8%      68    4.8%        9    3.6%    31 5.9%     54 2.9%       5 5.5%      5     4.7%     85
Beaconsfield                4.6%      93 2.8%      16    5.4%      77    2.7%        5    3.3%    29 6.1%     56 4.6%       8 2.2%      2     4.6%     83
Chesham                     4.3%      86 4.7%      27    4.1%      59    1.6%        3    4.2%    36 5.1%     47 3.4%       6 8.8%      8     3.9%     71
Hemel Hempstead             3.4%      68 2.8%      16    3.6%      52    4.3%        8    4.5%    39 2.2%     20 2.3%       4 2.2%      2     3.6%     66
Windsor                     3.3%      67 2.8%      16    3.6%      51    5.9%       11    3.5%    30 2.8%     26 4.0%       7 5.5%      5     3.6%     65
Internet / home shopping    3.0%      61 3.8%      22    2.7%      39    2.2%        4    4.0%    35 2.3%     21 1.7%       3 0.0%      0     3.0%     55
London (West End)           2.1%      42 3.5%      20    1.5%      22    2.2%        4    1.4%    12 2.7%     25 4.0%       7 1.1%      1     2.0%     37
Aylesbury                   1.6%      33 1.6%       9    1.7%      24    1.1%        2    2.0%    17 1.4%     13 1.1%       2 1.1%      1     1.7%     30
Reading                     1.3%      27 2.1%      12    1.1%      15    2.7%        5    1.4%    12 1.1%     10 1.1%       2 2.2%      2     1.5%     27
Gerrards Cross              0.9%      18 1.0%       6    0.8%      12    0.0%        0    0.9%     8 1.1%     10 2.3%       4 0.0%      0     0.8%     14
Rickmansworth               0.8%      15 0.7%       4    0.8%      11    0.0%        0    0.8%     7 0.9%      8 0.6%       1 0.0%      0     0.8%     14
Chalfont St Peter           0.5%      10 0.3%       2    0.6%       8    0.0%        0    0.3%     3 0.8%      7 2.3%       4 1.1%      1     0.4%      8
Burnham                     0.4%       7 0.3%       2    0.4%       5    0.0%        0    0.1%     1 0.7%      6 0.6%       1 0.0%      0     0.3%      5
Chorleywood                 0.3%       6 0.2%       1    0.4%       5    0.0%        0    0.2%     2 0.4%      4 0.0%       0 0.0%      0     0.3%      5
Marlow                      0.3%       5 0.3%       2    0.2%       3    0.0%        0    0.5%     4 0.1%      1 0.6%       1 0.0%      0     0.3%      5
Tring                       0.3%       5 0.0%       0    0.4%       5    0.0%        0    0.1%     1 0.4%      4 0.0%       0 0.0%      0     0.3%      5
Harrow                      0.3%       5 0.3%       2    0.2%       3    0.0%        0    0.2%     2 0.3%      3 0.0%       0 1.1%      1     0.3%      5
Oxford                      0.3%       5 0.2%       1    0.3%       4    0.0%        0    0.0%     0 0.5%      5 0.6%       1 1.1%      1     0.2%      4
St Albans                   0.2%       3 0.0%       0    0.2%       3    0.5%        1    0.2%     2 0.0%      0 0.0%       0 0.0%      0     0.2%      3
Brent Cross                 0.1%       2 0.0%       0    0.1%       2    0.5%        1    0.1%     1 0.0%      0 0.0%       0 0.0%      0     0.1%      2
Berkhamsted                 0.1%       2 0.2%       1    0.1%       1    0.0%        0    0.0%     0 0.2%      2 0.0%       0 0.0%      0     0.1%      2
Bourne End                  0.1%       2 0.2%       1    0.1%       1    0.0%        0    0.0%     0 0.2%      2 0.0%       0 1.1%      1     0.1%      2
Taplow                      0.1%       2 0.2%       1    0.1%       1    0.0%        0    0.0%     0 0.2%      2 0.6%       1 0.0%      0     0.1%      2
Prestwood                   0.1%       2 0.2%       1    0.1%       1    0.0%        0    0.0%     0 0.2%      2 0.0%       0 0.0%      0     0.1%      2
Cippenham                   0.1%       2 0.0%       0    0.1%       2    0.0%        0    0.0%     0 0.2%      2 0.0%       0 0.0%      0     0.1%      2
Milton Keynes               0.1%       2 0.2%       1    0.1%       1    0.0%        0    0.1%     1 0.1%      1 0.0%       0 0.0%      0     0.1%      2
Princes Risborough          0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.1%     1 0.0%      0 0.0%       0 1.1%      1     0.1%      1
Bicester                    0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Chalfont St Giles           0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Great Missenden             0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Little Chalfont             0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Loudwater                   0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.1%     1 0.0%      0 0.0%       0 0.0%      0     0.1%      1
Langley                     0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Camberley                   0.1%       1 0.2%       1    0.0%       0    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Ruislip                     0.1%       1 0.2%       1    0.0%       0    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Chichester                  0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.1%     1 0.0%      0 0.0%       0 0.0%      0     0.1%      1
Staines                     0.1%       1 0.2%       1    0.0%       0    0.0%        0    0.0%     0 0.1%      1 0.0%       0 1.1%      1     0.1%      1
Thame                       0.1%       1 0.2%       1    0.0%       0    0.0%        0    0.1%     1 0.0%      0 0.0%       0 0.0%      0     0.0%      0
Farnham Common              0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Wembley                     0.1%       1 0.2%       1    0.0%       0    0.5%        1    0.0%     0 0.0%      0 0.0%       0 0.0%      0     0.1%      1
West Drayton                0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.1%     1 0.0%      0 0.0%       0 1.1%      1     0.1%      1
Kensington                  0.1%       1 0.2%       1    0.0%       0    0.0%        0    0.0%     0 0.1%      1 0.0%       0 0.0%      0     0.1%      1
Kingston                    0.1%       1 0.0%       0    0.1%       1    0.0%        0    0.1%     1 0.0%      0 0.0%       0 0.0%      0     0.1%      1
(Don't know / varies)      10.8%     217 11.0%     63   10.8%     154   10.8%       20   10.6%    92 10.8%   100 12.0%     21 11.0%    10    10.7%    195
Base:                              2001           575           1426            186              867         923          175          91            1818

Q06 How do you normally travel to do your non-food shopping ?
    Those who travel at Q05

Car-driver                 76.8% 1490 81.2%       449 75.1% 1041 83.0%          151 86.5%        720 66.7%   602 76.2%    131 69.2%    63 82.8% 1460
Car-passenger               7.7% 149 4.2%          23 9.1% 126 8.2%              15 3.8%          32 11.1%   100 6.4%      11 5.5%      5 6.9% 122
Bus / coach                 6.1% 119 3.3%          18 7.3% 101 3.3%               6 2.4%          20 10.2%    92 4.7%       8 11.0%    10 2.9%    51
Train                       2.0%   38 3.1%         17 1.5%    21 2.2%             4 0.7%           6 2.8%     25 2.3%       4 1.1%      1 1.7%    30
Taxi                        0.6%   11 0.4%          2 0.6%     9 0.0%             0 0.4%           3 0.9%      8 0.6%       1 2.2%      2 0.1%     1
Walk                        4.2%   82 4.9%         27 4.0%    55 1.1%             2 4.3%          36 4.9%     44 6.4%      11 7.7%      7 3.4%    60
Bicycle                     0.4%    8 0.2%          1 0.5%     7 0.0%             0 0.4%           3 0.6%      5 0.6%       1 2.2%      2 0.3%     5
Home delivery / internet    0.1%    2 0.0%          0 0.1%     2 0.5%             1 0.0%           0 0.1%      1 0.0%       0 0.0%      0 0.1%     2
Other                       0.0%    0 0.0%          0 0.0%     0 0.0%             0 0.0%           0 0.0%      0 0.0%       0 0.0%      0 0.0%     0
Scooter                     0.2%    3 0.2%          1 0.1%     2 0.0%             0 0.0%           0 0.3%      3 0.0%       0 0.0%      0 0.1%     1
(Don't know / varies)       2.0%   38 2.7%         15 1.7%    23 1.6%             3 1.4%          12 2.4%     22 2.9%       5 1.1%      1 1.8%    31
Base:                              1940           553           1387            182              832         902          172          91            1763




                                                                                                                                            Column %ges.
160707                                                    NEMS market research
By Demographics            South Bucks and Chiltern Household Telephone Survey                                                               Page 10

                                    For Nathaniel Lichfield & Partners                                                                     July 2007

                             Total         Male         Female        18 to 34         35 to 54     55+         ABC1        C2DE        Car in hhold



Q07 At which location did your household last buy clothes and shoes ?

Slough                     14.9%     299 17.0%    98   14.1%     201 19.4%       36   14.3%   124 14.6%   135 16.6%    29 16.5%    15    14.0%   254
Uxbridge                   12.6%     253 8.7%     50   14.2%     203 14.5%       27   16.7%   145 8.5%     78 14.3%    25 12.1%    11    13.1%   239
High Wycombe               10.6%     212 8.9%     51   11.3%     161 11.8%       22   11.2%    97 9.9%     91 9.7%     17 9.9%      9    10.9%   199
Watford                    10.4%     208 10.6%    61   10.3%     147 6.5%        12   12.0%   104 9.8%     90 9.1%     16 8.8%      8    10.6%   193
Internet / home shopping    6.7%     134 7.8%     45    6.2%      89 4.8%         9    5.3%    46 8.3%     77 4.0%      7 9.9%      9     6.2%   113
London (West End)           5.4%     109 8.9%     51    4.1%      58 4.8%         9    6.3%    55 4.8%     44 6.3%     11 2.2%      2     5.7%   103
Hemel Hempstead             4.8%      96 5.2%     30    4.6%      66 4.3%         8    5.4%    47 4.4%     41 2.9%      5 7.7%      7     4.8%    87
Windsor                     4.6%      93 3.0%     17    5.3%      76 7.5%        14    3.2%    28 5.2%     48 6.3%     11 3.3%      3     5.1%    92
Maidenhead                  3.3%      67 3.5%     20    3.3%      47 3.2%         6    2.9%    25 3.9%     36 2.3%      4 4.4%      4     3.5%    63
Beaconsfield                2.8%      57 2.1%     12    3.2%      45 1.6%         3    2.0%    17 3.9%     36 4.0%      7 0.0%      0     2.8%    51
Reading                     2.5%      51 3.0%     17    2.4%      34 7.5%        14    2.8%    24 1.4%     13 2.9%      5 2.2%      2     2.8%    50
Amersham                    2.3%      46 3.1%     18    2.0%      28 2.2%         4    2.1%    18 2.5%     23 4.6%      8 4.4%      4     2.2%    40
Chesham                     2.2%      44 1.9%     11    2.3%      33 1.1%         2    2.8%    24 2.0%     18 1.7%      3 1.1%      1     2.3%    41
Aylesbury                   1.7%      34 1.2%      7    1.9%      27 0.0%         0    1.8%    16 1.7%     16 1.1%      2 1.1%      1     1.8%    33
Abroad                      1.0%      20 1.4%      8    0.8%      12 0.5%         1    0.7%     6 1.4%     13 1.1%      2 1.1%      1     1.0%    19
Gerrards Cross              0.9%      18 0.7%      4    1.0%      14 0.0%         0    0.9%     8 1.1%     10 0.6%      1 0.0%      0     0.8%    15
Oxford                      0.8%      16 0.5%      3    0.9%      13 1.1%         2    0.5%     4 1.0%      9 1.1%      2 0.0%      0     0.9%    16
Bicester                    0.5%      10 0.7%      4    0.4%       6 1.1%         2    0.6%     5 0.3%      3 1.1%      2 0.0%      0     0.4%     8
Brent Cross                 0.5%      10 0.0%      0    0.7%      10 1.1%         2    0.6%     5 0.2%      2 0.0%      0 0.0%      0     0.6%    10
Camberley                   0.5%      10 0.5%      3    0.5%       7 0.0%         0    0.5%     4 0.7%      6 0.0%      0 1.1%      1     0.6%    10
Chalfont St Peter           0.5%       9 0.2%      1    0.6%       8 0.0%         0    0.2%     2 0.8%      7 1.1%      2 1.1%      1     0.4%     8
Marlow                      0.4%       7 0.2%      1    0.4%       6 0.5%         1    0.6%     5 0.1%      1 0.6%      1 0.0%      0     0.3%     6
Kingston                    0.4%       7 0.5%      3    0.3%       4 0.5%         1    0.3%     3 0.3%      3 0.6%      1 0.0%      0     0.4%     7
Staines                     0.3%       6 0.3%      2    0.3%       4 0.5%         1    0.1%     1 0.3%      3 0.0%      0 1.1%      1     0.3%     6
London City Centre          0.3%       5 0.2%      1    0.3%       4 0.5%         1    0.2%     2 0.2%      2 0.6%      1 0.0%      0     0.3%     5
London Colney               0.3%       5 0.3%      2    0.2%       3 0.5%         1    0.1%     1 0.3%      3 0.0%      0 0.0%      0     0.3%     5
Great Missenden             0.2%       4 0.0%      0    0.3%       4 0.0%         0    0.0%     0 0.4%      4 0.0%      0 0.0%      0     0.2%     4
Milton Keynes               0.2%       4 0.2%      1    0.2%       3 0.0%         0    0.1%     1 0.3%      3 0.0%      0 1.1%      1     0.2%     4
Harrow                      0.2%       4 0.2%      1    0.2%       3 0.0%         0    0.1%     1 0.3%      3 0.0%      0 0.0%      0     0.2%     4
Devon                       0.2%       3 0.0%      0    0.2%       3 0.0%         0    0.1%     1 0.2%      2 0.0%      0 0.0%      0     0.1%     2
Swindon                     0.2%       3 0.3%      2    0.1%       1 0.0%         0    0.2%     2 0.1%      1 0.0%      0 0.0%      0     0.2%     3
Burnham                     0.2%       3 0.5%      3    0.0%       0 0.0%         0    0.0%     0 0.3%      3 0.0%      0 1.1%      1     0.2%     3
Berkhamsted                 0.1%       2 0.2%      1    0.1%       1 0.0%         0    0.0%     0 0.2%      2 0.0%      0 0.0%      0     0.1%     2
Cambridge                   0.1%       2 0.0%      0    0.1%       2 0.0%         0    0.1%     1 0.1%      1 0.0%      0 0.0%      0     0.1%     2
Birmingham                  0.1%       2 0.0%      0    0.1%       2 0.5%         1    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     2
St Albans                   0.1%       2 0.0%      0    0.1%       2 0.0%         0    0.1%     1 0.1%      1 0.0%      0 0.0%      0     0.1%     2
Hazlemere                   0.1%       2 0.0%      0    0.1%       2 0.0%         0    0.0%     0 0.2%      2 0.0%      0 1.1%      1     0.1%     2
Chichester                  0.1%       2 0.0%      0    0.1%       2 0.0%         0    0.1%     1 0.1%      1 0.6%      1 0.0%      0     0.1%     2
Ealing                      0.1%       1 0.2%      1    0.0%       0 0.5%         1    0.0%     0 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Exeter                      0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Thame                       0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.0%     0
Eton                        0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Bourne End                  0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Brixton                     0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Hayes                       0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Folkestone                  0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Hedge End                   0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Hounslow                    0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Canterbury                  0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Chester                     0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.0%     0
Dorset                      0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Christchurch                0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Newcastle                   0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Norwich                     0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Nottingham                  0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Ramsgate                    0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.0%     0 0.1%      1 0.6%      1 0.0%      0     0.1%     1
Rickmansworth               0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Romsey                      0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.0%     0
Salisbury                   0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Sheffield                   0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Bracknell                   0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Harleston                   0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Stanford                    0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Bournemouth                 0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Taplow                      0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Tring                       0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Wendover                    0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
Weston-super-mare           0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Wetherby                    0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.0%     0
Weymouth                    0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1
Manchester                  0.1%       1 0.0%      0    0.1%       1 0.0%         0    0.0%     0 0.1%      1 0.0%      0 0.0%      0     0.1%     1
York                        0.1%       1 0.2%      1    0.0%       0 0.0%         0    0.1%     1 0.0%      0 0.0%      0 0.0%      0     0.1%     1

                                                                                                                                        Column %ges.
160707                                                   NEMS market research
By Demographics              South Bucks and Chiltern Household Telephone Survey                                                                    Page 11

                                      For Nathaniel Lichfield & Partners                                                                          July 2007

                               Total          Male         Female        18 to 34        35 to 54         55+         ABC1         C2DE        Car in hhold


Cookham                      0.1%        1   0.0%      0   0.1%      1   0.0%        0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Cribbs Causeway, Bristol     0.1%        1   0.0%      0   0.1%      1   0.0%        0   0.0%        0   0.1%     1   0.6%     1   0.0%    0     0.1%      1
Kent                         0.1%        1   0.0%      0   0.1%      1   0.0%        0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Chiswick                     0.1%        1   0.2%      1   0.0%      0   0.0%        0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
(Don't know / can't          3.3%       66   4.5%     26   2.8%     40   2.7%        5   3.0%       26   3.8%    35   4.0%     7   6.6%    6     3.0%     54
  remember)
(Don't regularly buy these   1.9%       38   1.7%     10   2.0%     28   0.5%        1   0.7%        6   3.4%    31   1.7%     3   2.2%    2     1.4%     25
  kinds of goods)
Base:                                2001            575          1426          186             867             923          175          91            1818

Q08 At which location did your household last buy domestic electric appliances (e.g. fridges and kitchen items) ?

High Wycombe                 26.1%     523 22.4%     129 27.6%      394 21.5%       40 28.3%    245 25.1%       232 27.4%     48 13.2%    12 27.8%       506
Slough                       20.8%     416 22.8%     131 20.0%      285 27.4%       51 20.5%    178 19.8%       183 28.0%     49 36.3%    33 20.2%       368
Internet / mail order        10.8%     216 11.3%      65 10.6%      151 18.8%       35 14.4%    125 6.1%         56 7.4%      13 6.6%      6 10.9%       198
Watford                       5.5%     110 4.9%       28 5.8%        82 3.8%         7 6.1%      53 5.4%         50 4.6%       8 6.6%      6 5.8%        105
Chesham                       4.3%      86 4.2%       24 4.3%        62 1.6%         3 4.0%      35 5.2%         48 4.0%       7 6.6%      6 4.1%         74
Hemel Hempstead               2.7%      55 4.2%       24 2.2%        31 2.2%         4 2.5%      22 3.1%         29 1.7%       3 3.3%      3 2.8%         51
Beaconsfield                  2.0%      40 1.2%        7 2.3%        33 1.1%         2 1.2%      10 2.9%         27 1.1%       2 0.0%      0 1.9%         34
Uxbridge                      1.9%      39 1.0%        6 2.3%        33 3.8%         7 1.5%      13 2.0%         18 2.9%       5 2.2%      2 1.8%         33
Maidenhead                    1.4%      29 1.4%        8 1.5%        21 0.5%         1 0.5%       4 2.6%         24 1.1%       2 2.2%      2 1.5%         28
Amersham                      1.4%      29 1.2%        7 1.5%        22 1.6%         3 1.7%      15 1.2%         11 2.3%       4 1.1%      1 1.4%         25
Aylesbury                     1.2%      24 1.9%       11 0.9%        13 0.0%         0 1.5%      13 1.1%         10 0.6%       1 1.1%      1 1.2%         22
Bishops Centre, Taplow        1.0%      19 1.7%       10 0.6%         9 1.1%         2 0.6%       5 1.2%         11 0.6%       1 2.2%      2 1.0%         19
Gerrards Cross                1.0%      19 1.0%        6 0.9%        13 0.5%         1 0.7%       6 1.3%         12 1.7%       3 0.0%      0 0.9%         17
London (West End)             0.9%      18 0.9%        5 0.9%        13 0.0%         0 1.0%       9 0.9%          8 1.7%       3 3.3%      3 0.9%         16
Apsley, Hemel Hempstead       0.6%      11 0.5%        3 0.6%         8 0.0%         0 0.6%       5 0.7%          6 0.0%       0 1.1%      1 0.6%         11
Reading                       0.6%      11 1.2%        7 0.3%         4 1.1%         2 0.7%       6 0.3%          3 0.6%       1 0.0%      0 0.6%         10
Ruislip                       0.5%      10 0.7%        4 0.4%         6 0.5%         1 0.5%       4 0.5%          5 0.6%       1 0.0%      0 0.6%         10
West Drayton                  0.5%      10 1.0%        6 0.3%         4 0.0%         0 0.3%       3 0.8%          7 1.1%       2 1.1%      1 0.6%         10
Chalfont St Peter             0.4%       7 0.3%        2 0.4%         5 0.0%         0 0.2%       2 0.5%          5 1.1%       2 0.0%      0 0.2%          3
Rickmansworth                 0.4%       7 0.2%        1 0.4%         6 0.0%         0 0.5%       4 0.3%          3 0.0%       0 0.0%      0 0.3%          6
Denham                        0.4%       7 0.5%        3 0.3%         4 0.0%         0 0.3%       3 0.4%          4 0.6%       1 0.0%      0 0.3%          6
Tring                         0.3%       5 0.0%        0 0.4%         5 0.0%         0 0.2%       2 0.3%          3 0.0%       0 0.0%      0 0.3%          5
Cippenham                     0.3%       5 0.0%        0 0.4%         5 0.0%         0 0.1%       1 0.4%          4 0.0%       0 0.0%      0 0.2%          4
Hayes                         0.3%       5 0.3%        2 0.2%         3 0.0%         0 0.1%       1 0.4%          4 0.0%       0 0.0%      0 0.3%          5
Milton Keynes                 0.2%       4 0.5%        3 0.1%         1 0.0%         0 0.1%       1 0.3%          3 0.0%       0 0.0%      0 0.2%          4
Yiewsley                      0.2%       4 0.0%        0 0.3%         4 0.0%         0 0.2%       2 0.2%          2 0.0%       0 0.0%      0 0.2%          4
Windsor                       0.2%       4 0.2%        1 0.2%         3 0.5%         1 0.0%       0 0.3%          3 0.6%       1 0.0%      0 0.1%          2
Loudwater                     0.2%       4 0.0%        0 0.3%         4 0.5%         1 0.2%       2 0.1%          1 0.6%       1 0.0%      0 0.2%          4
Marlow                        0.2%       3 0.5%        3 0.0%         0 0.5%         1 0.1%       1 0.1%          1 0.0%       0 0.0%      0 0.2%          3
Bovingdon                     0.1%       2 0.2%        1 0.1%         1 0.5%         1 0.1%       1 0.0%          0 0.0%       0 1.1%      1 0.1%          2
Harrow                        0.1%       2 0.2%        1 0.1%         1 0.0%         0 0.0%       0 0.2%          2 0.0%       0 0.0%      0 0.1%          2
Burnham                       0.1%       2 0.2%        1 0.1%         1 0.0%         0 0.0%       0 0.2%          2 0.0%       0 0.0%      0 0.1%          2
Bournemouth                   0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Hazlemere                     0.1%       1 0.2%        1 0.0%         0 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.1%          1
Chorleywood                   0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.0%          0
Chiswick                      0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Cowley                        0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.1%          1
London City Centre            0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Kingston                      0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Luton                         0.1%       1 0.2%        1 0.0%         0 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.1%          1
Newton Abbot                  0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.1%          1
Peterborough                  0.1%       1 0.2%        1 0.0%         0 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Prestwood                     0.1%       1 0.2%        1 0.0%         0 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Little Chalfont               0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.1%          1 0.6%       1 0.0%      0 0.1%          1
Staines                       0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Princes Risborough            0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.1%          1
Twickenham                    0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%       0 0.1%          1 0.0%       0 0.0%      0 0.1%          1
Hounslow                      0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Birmingham                    0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%       1 0.0%          0 0.0%       0 0.0%      0 0.1%          1
Bourne End                    0.1%       1 0.0%        0 0.1%         1 0.5%         1 0.0%       0 0.0%          0 0.0%       0 0.0%      0 0.1%          1
(Don't regularly buy these    7.4%     149 6.6%       38 7.8%       111 6.5%        12 4.5%      39 10.0%        92 6.3%      11 6.6%      6 6.4%        116
  kind of goods)
(Don't know / can't          5.4%      108   5.9%     34   5.2%     74   5.4%       10   5.7%       49   5.0%    46   2.9%     5   5.5%    5     5.3%     96
  remember)
Base:                                2001            575          1426          186             867             923          175          91            1818




                                                                                                                                               Column %ges.
160707                                                      NEMS market research
By Demographics              South Bucks and Chiltern Household Telephone Survey                                                                      Page 12

                                      For Nathaniel Lichfield & Partners                                                                            July 2007

                               Total          Male          Female        18 to 34        35 to 54         55+          ABC1         C2DE        Car in hhold



Q09 At which location did your household last buy other kinds of electric goods such as TV / Hi-Fi and computers ?

High Wycombe                 26.6%     532 23.3%     134   27.9%     398 23.1%       43 27.8%    241 26.3%       243   25.7%    45 15.4%    14 27.9%       507
Slough                       20.5%     411 22.4%     129   19.8%     282 25.3%       47 19.4%    168 20.6%       190   24.6%    43 35.2%    32 20.1%       365
Internet / mail order        14.0%     280 15.8%      91   13.3%     189 19.9%       37 19.3%    167 7.9%         73   12.6%    22 7.7%      7 14.7%       268
Watford                       6.0%     120 5.2%       30    6.3%      90 4.3%         8 7.0%      61 5.4%         50    4.6%     8 2.2%      2 6.4%        117
Hemel Hempstead               2.8%      56 3.7%       21    2.5%      35 2.7%         5 2.7%      23 3.0%         28    1.1%     2 2.2%      2 2.9%         52
Chesham                       1.9%      38 1.6%        9    2.0%      29 0.5%         1 1.7%      15 2.4%         22    1.1%     2 4.4%      4 1.7%         30
Amersham                      1.3%      27 1.4%        8    1.3%      19 1.1%         2 1.3%      11 1.5%         14    1.7%     3 1.1%      1 1.1%         20
Aylesbury                     1.2%      24 1.7%       10    1.0%      14 0.0%         0 1.6%      14 1.1%         10    1.7%     3 1.1%      1 1.3%         24
Uxbridge                      1.1%      23 0.9%        5    1.3%      18 1.6%         3 1.2%      10 1.1%         10    3.4%     6 0.0%      0 1.2%         21
Maidenhead                    1.0%      20 0.9%        5    1.1%      15 1.1%         2 0.9%       8 1.1%         10    0.6%     1 1.1%      1 1.1%         20
Bishops Centre, Taplow        0.9%      17 1.6%        9    0.6%       8 1.1%         2 0.7%       6 1.0%          9    0.6%     1 2.2%      2 0.9%         17
Gerrards Cross                0.7%      14 0.5%        3    0.8%      11 1.1%         2 0.5%       4 0.9%          8    1.1%     2 1.1%      1 0.7%         13
London (West End)             0.7%      14 0.7%        4    0.7%      10 1.1%         2 0.8%       7 0.5%          5    0.6%     1 2.2%      2 0.7%         13
West Drayton                  0.6%      12 0.7%        4    0.6%       8 0.0%         0 0.5%       4 0.9%          8    1.1%     2 1.1%      1 0.6%         11
Beaconsfield                  0.5%      10 0.3%        2    0.6%       8 0.0%         0 0.5%       4 0.7%          6    0.6%     1 0.0%      0 0.5%          9
Reading                       0.5%       9 0.7%        4    0.4%       5 1.1%         2 0.5%       4 0.3%          3    0.0%     0 1.1%      1 0.4%          8
Ruislip                       0.4%       7 0.3%        2    0.4%       5 0.5%         1 0.1%       1 0.5%          5    0.6%     1 0.0%      0 0.4%          7
Apsley, Hemel Hempstead       0.4%       7 0.5%        3    0.3%       4 0.0%         0 0.6%       5 0.2%          2    0.6%     1 0.0%      0 0.4%          7
Windsor                       0.3%       6 0.3%        2    0.3%       4 0.5%         1 0.1%       1 0.3%          3    0.6%     1 1.1%      1 0.3%          5
Tring                         0.3%       5 0.0%        0    0.4%       5 0.0%         0 0.2%       2 0.3%          3    0.0%     0 0.0%      0 0.3%          5
Hayes                         0.2%       4 0.2%        1    0.2%       3 0.5%         1 0.2%       2 0.1%          1    0.0%     0 1.1%      1 0.2%          4
Oxford                        0.2%       3 0.0%        0    0.2%       3 0.0%         0 0.2%       2 0.1%          1    0.0%     0 0.0%      0 0.1%          2
Chalfont St Peter             0.2%       3 0.2%        1    0.1%       2 0.0%         0 0.2%       2 0.1%          1    0.6%     1 0.0%      0 0.1%          2
Cippenham                     0.2%       3 0.0%        0    0.2%       3 0.0%         0 0.1%       1 0.2%          2    0.0%     0 0.0%      0 0.2%          3
Brent Cross                   0.2%       3 0.2%        1    0.1%       2 0.5%         1 0.2%       2 0.0%          0    0.0%     0 1.1%      1 0.2%          3
Harrow                        0.2%       3 0.3%        2    0.1%       1 0.0%         0 0.2%       2 0.1%          1    0.0%     0 1.1%      1 0.2%          3
Rickmansworth                 0.2%       3 0.2%        1    0.1%       2 0.0%         0 0.0%       0 0.3%          3    0.0%     0 0.0%      0 0.1%          2
Milton Keynes                 0.1%       2 0.3%        2    0.0%       0 0.0%         0 0.1%       1 0.1%          1    0.0%     0 0.0%      0 0.1%          2
St Albans                     0.1%       2 0.0%        0    0.1%       2 0.0%         0 0.1%       1 0.1%          1    0.6%     1 0.0%      0 0.1%          2
Personal contacts             0.1%       2 0.2%        1    0.1%       1 0.0%         0 0.1%       1 0.1%          1    0.0%     0 0.0%      0 0.1%          2
Taplow                        0.1%       2 0.2%        1    0.1%       1 0.0%         0 0.1%       1 0.1%          1    0.0%     0 0.0%      0 0.1%          2
Yiewsley                      0.1%       2 0.0%        0    0.1%       2 0.0%         0 0.1%       1 0.1%          1    0.0%     0 0.0%      0 0.1%          2
Loudwater                     0.1%       2 0.0%        0    0.1%       2 0.0%         0 0.1%       1 0.1%          1    0.0%     0 0.0%      0 0.1%          2
Burnham                       0.1%       1 0.2%        1    0.0%       0 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Hornsey                       0.1%       1 0.2%        1    0.0%       0 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Bovingdon                     0.1%       1 0.2%        1    0.0%       0 0.5%         1 0.0%       0 0.0%          0    0.0%     0 1.1%      1 0.1%          1
Marlow                        0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.6%     1 0.0%      0 0.1%          1
Newton Abbot                  0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Northolt                      0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Princes Risborough            0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Chesterfield                  0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Chiswick                      0.1%       1 0.2%        1    0.0%       0 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Staines                       0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Cowley                        0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Ealing                        0.1%       1 0.2%        1    0.0%       0 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Twickenham                    0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Walthamstow                   0.1%       1 0.0%        0    0.1%       1 0.5%         1 0.0%       0 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Wembley                       0.1%       1 0.2%        1    0.0%       0 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Kingston                      0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Abroad                        0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.0%       0 0.1%          1    0.0%     0 0.0%      0 0.1%          1
Wycombe Marsh                 0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
Birmingham                    0.1%       1 0.0%        0    0.1%       1 0.0%         0 0.1%       1 0.0%          0    0.0%     0 0.0%      0 0.1%          1
(Don't regularly buy these   10.6%     212 8.0%       46   11.6%     166 5.9%        11 5.4%      47 16.1%       149   10.9%    19 9.9%      9 8.8%        160
  kind of goods)
(Don't know / can't          5.2%      104   6.6%     38   4.6%      66   7.0%       13   4.5%       39   5.2%    48   4.6%      8   6.6%    6     4.9%     89
  remember)
Base:                                2001            575           1426          186             867             923           175          91            1818




                                                                                                                                                 Column %ges.
160707                                                       NEMS market research
By Demographics              South Bucks and Chiltern Household Telephone Survey                                                         Page 13

                                      For Nathaniel Lichfield & Partners                                                                July 2007

                               Total         Male        Female         18 to 34       35 to 54     55+         ABC1        C2DE     Car in hhold



Q10 At which location did your household last buy furniture, soft furnishings and floor-coverings ?

High Wycombe                 22.1%     443 20.5%    118 22.8%     325 17.2%        32 23.5%   204 22.0%   203 18.3%    32 13.2%    12 23.2%   422
Slough                       17.3%     346 17.7%    102 17.1%     244 26.3%        49 18.1%   157 14.8%   137 18.9%    33 18.7%    17 17.4%   316
Watford                       6.2%     125 5.6%      32 6.5%       93 5.4%         10 6.8%     59 5.9%     54 5.1%      9 4.4%      4 6.7%    122
Internet / mail order         4.3%      87 3.5%      20 4.7%       67 7.0%         13 6.6%     57 1.8%     17 4.0%      7 6.6%      6 4.2%     77
Aylesbury                     2.3%      47 2.3%      13 2.4%       34 0.5%          1 2.7%     23 2.5%     23 1.7%      3 3.3%      3 2.3%     42
Hemel Hempstead               1.9%      38 1.9%      11 1.9%       27 2.2%          4 1.6%     14 2.2%     20 0.0%      0 3.3%      3 1.9%     35
London (West End)             1.7%      35 1.6%       9 1.8%       26 2.2%          4 2.2%     19 1.2%     11 4.6%      8 1.1%      1 1.8%     32
Uxbridge                      1.7%      34 1.6%       9 1.8%       25 1.6%          3 1.2%     10 2.3%     21 2.3%      4 2.2%      2 1.8%     32
Amersham                      1.5%      31 1.0%       6 1.8%       25 1.1%          2 1.6%     14 1.5%     14 2.9%      5 2.2%      2 1.5%     27
Bishops Centre, Taplow        1.1%      23 1.6%       9 1.0%       14 1.6%          3 1.0%      9 1.2%     11 1.7%      3 1.1%      1 1.3%     23
  (Multiyork, Habitat,
  Boraca, Pine Design Ltd,
  Cargo etc)
Beaconsfield                  1.1%      22 1.0%      6 1.1%        16   0.5%        1 0.8%      7 1.5%     14 2.3%      4 0.0%      0 1.2%     21
Chesham                       1.1%      22 1.2%      7 1.1%        15   1.1%        2 1.5%     13 0.8%      7 1.7%      3 1.1%      1 1.2%     21
Maidenhead                    1.0%      20 1.2%      7 0.9%        13   1.1%        2 0.9%      8 1.1%     10 0.6%      1 0.0%      0 1.0%     18
Reading                       0.9%      18 0.9%      5 0.9%        13   1.6%        3 0.6%      5 1.1%     10 1.1%      2 2.2%      2 0.8%     15
Chalfont St Peter             0.8%      16 0.5%      3 0.9%        13   0.0%        0 0.8%      7 1.0%      9 1.1%      2 0.0%      0 0.9%     16
Windsor                       0.8%      15 0.7%      4 0.8%        11   0.5%        1 0.6%      5 1.0%      9 0.6%      1 3.3%      3 0.7%     13
Wembley                       0.7%      14 1.7%     10 0.3%         4   1.6%        3 1.2%     10 0.1%      1 2.3%      4 3.3%      3 0.8%     14
Bourne End                    0.7%      13 0.5%      3 0.7%        10   0.0%        0 0.6%      5 0.9%      8 0.6%      1 1.1%      1 0.7%     13
Ruislip                       0.6%      12 1.0%      6 0.4%         6   0.0%        0 0.8%      7 0.5%      5 0.6%      1 2.2%      2 0.6%     11
Brent Park, London            0.5%      10 0.5%      3 0.5%         7   1.6%        3 0.7%      6 0.1%      1 0.6%      1 1.1%      1 0.6%     10
Gerrards Cross                0.5%       9 0.5%      3 0.4%         6   0.0%        0 0.6%      5 0.3%      3 1.7%      3 0.0%      0 0.4%      8
Wickham                       0.5%       9 0.7%      4 0.4%         5   0.0%        0 0.5%      4 0.4%      4 0.0%      0 0.0%      0 0.5%      9
Chorleywood                   0.4%       8 0.5%      3 0.4%         5   0.0%        0 0.6%      5 0.3%      3 0.0%      0 0.0%      0 0.4%      8
Hazlemere                     0.4%       7 0.3%      2 0.4%         5   0.5%        1 0.2%      2 0.4%      4 0.0%      0 0.0%      0 0.4%      7
Great Missenden               0.4%       7 0.0%      0 0.5%         7   0.0%        0 0.2%      2 0.5%      5 0.0%      0 0.0%      0 0.4%      7
Brent Cross                   0.4%       7 0.5%      3 0.3%         4   1.1%        2 0.5%      4 0.1%      1 0.6%      1 0.0%      0 0.4%      7
Farnham Common                0.3%       6 0.2%      1 0.4%         5   0.5%        1 0.1%      1 0.3%      3 0.0%      0 0.0%      0 0.3%      6
Loudwater                     0.3%       6 0.3%      2 0.3%         4   0.0%        0 0.2%      2 0.4%      4 0.0%      0 0.0%      0 0.3%      6
Burnham                       0.3%       6 0.3%      2 0.3%         4   0.0%        0 0.1%      1 0.5%      5 0.0%      0 1.1%      1 0.3%      6
Berkhamsted                   0.3%       5 0.5%      3 0.1%         2   0.5%        1 0.0%      0 0.3%      3 0.0%      0 0.0%      0 0.3%      5
Milton Keynes                 0.3%       5 0.0%      0 0.4%         5   0.0%        0 0.3%      3 0.2%      2 0.6%      1 0.0%      0 0.3%      5
West Drayton                  0.3%       5 0.2%      1 0.3%         4   0.0%        0 0.2%      2 0.3%      3 0.0%      0 0.0%      0 0.3%      5
Little Chalfont               0.2%       4 0.2%      1 0.2%         3   0.0%        0 0.1%      1 0.3%      3 0.0%      0 0.0%      0 0.2%      4
Marlow                        0.2%       4 0.5%      3 0.1%         1   0.0%        0 0.3%      3 0.1%      1 0.0%      0 0.0%      0 0.2%      4
Apsley, Hemel Hempstead       0.2%       4 0.2%      1 0.2%         3   0.0%        0 0.2%      2 0.2%      2 0.0%      0 0.0%      0 0.2%      4
Hayes                         0.2%       4 0.2%      1 0.2%         3   0.5%        1 0.0%      0 0.3%      3 0.0%      0 1.1%      1 0.2%      4
Bicester                      0.2%       4 0.5%      3 0.1%         1   0.5%        1 0.2%      2 0.1%      1 0.6%      1 0.0%      0 0.2%      4
London City Centre            0.2%       3 0.2%      1 0.1%         2   0.0%        0 0.2%      2 0.1%      1 0.0%      0 0.0%      0 0.2%      3
Camberley                     0.2%       3 0.0%      0 0.2%         3   0.0%        0 0.0%      0 0.3%      3 0.0%      0 1.1%      1 0.2%      3
Cippenham                     0.2%       3 0.0%      0 0.2%         3   0.0%        0 0.1%      1 0.2%      2 0.0%      0 0.0%      0 0.1%      2
Kingston                      0.2%       3 0.2%      1 0.1%         2   0.0%        0 0.1%      1 0.2%      2 0.0%      0 0.0%      0 0.2%      3
Rickmansworth                 0.2%       3 0.0%      0 0.2%         3   0.0%        0 0.2%      2 0.1%      1 0.0%      0 0.0%      0 0.1%      2
Birmingham                    0.1%       2 0.2%      1 0.1%         1   0.0%        0 0.1%      1 0.1%      1 0.0%      0 0.0%      0 0.1%      2
Taplow                        0.1%       2 0.0%      0 0.1%         2   0.5%        1 0.0%      0 0.1%      1 0.6%      1 0.0%      0 0.1%      2
Cowley                        0.1%       2 0.0%      0 0.1%         2   0.5%        1 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      2
Oxford                        0.1%       2 0.2%      1 0.1%         1   0.0%        0 0.1%      1 0.1%      1 0.0%      0 0.0%      0 0.1%      2
Henley                        0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.0%      0 0.1%      1 0.0%      0 0.0%      0 0.1%      1
Colnbrook                     0.1%       1 0.2%      1 0.0%         0   0.5%        1 0.0%      0 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Harrow                        0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Edmorton                      0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Abroad                        0.1%       1 0.2%      1 0.0%         0   0.0%        0 0.0%      0 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Livingston                    0.1%       1 0.2%      1 0.0%         0   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Chichester                    0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Bournemouth                   0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.0%      0 0.1%      1 0.0%      0 0.0%      0 0.1%      1
Macclesfield                  0.1%       1 0.2%      1 0.0%         0   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Manchester                    0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Milton Keynes                 0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Northwood                     0.1%       1 0.2%      1 0.0%         0   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Leatherhead                   0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.0%      0 0.1%      1 0.0%      0 0.0%      0 0.1%      1
Ashford                       0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
St Albans                     0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Bath                          0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.0%      0 0.1%      1 0.0%      0 0.0%      0 0.1%      1
Hedge End                     0.1%       1 0.2%      1 0.0%         0   0.0%        0 0.0%      0 0.1%      1 0.0%      0 0.0%      0 0.1%      1
Berkshire                     0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.6%      1 0.0%      0 0.1%      1
Kings Langley                 0.1%       1 0.2%      1 0.0%         0   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Princes Risborough            0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.0%      0 0.1%      1 0.0%      0 0.0%      0 0.1%      1
Wycombe Marsh                 0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
Prestwood                     0.1%       1 0.0%      0 0.1%         1   0.0%        0 0.1%      1 0.0%      0 0.0%      0 0.0%      0 0.1%      1
(Don't regularly buy these   15.9%     319 16.9%    97 15.6%      222   8.6%       16 11.5%   100 21.5%   198 16.6%    29 20.9%    19 14.0%   254

                                                                                                                                    Column %ges.
160707                                                    NEMS market research
By Demographics              South Bucks and Chiltern Household Telephone Survey                                                                     Page 14

                                      For Nathaniel Lichfield & Partners                                                                           July 2007

                               Total          Male         Female         18 to 34        35 to 54         55+         ABC1         C2DE        Car in hhold


  kind of goods)
(Don't know / can't          8.3%      166   8.9%     51   8.1%     115 12.9%        24   7.6%       66   7.8%    72   8.0%    14   5.5%    5     7.8%    142
  remember)
Base:                                2001            575          1426           186             867             923          175          91            1818

Q11 At which location did your household last buy DIY / hardware items ?

Slough                       25.6%     512 30.1%     173 23.8%      339 38.7%        72 25.4%    220 23.4%       216 26.9%     47 30.8%    28 25.6%       466
High Wycombe                 24.7%     494 23.1%     133 25.3%      361 24.7%        46 29.1%    252 20.8%       192 24.6%     43 9.9%      9 26.3%       479
Chesham                       9.0%     180 9.9%       57 8.6%       123 7.0%         13 9.2%      80 9.1%         84 8.6%      15 9.9%      9 9.0%        163
Hemel Hempstead               3.9%      79 4.9%       28 3.6%        51 4.8%          9 4.6%      40 3.3%         30 3.4%       6 3.3%      3 4.2%         77
Watford                       3.1%      62 3.0%       17 3.2%        45 2.7%          5 3.5%      30 2.8%         26 2.3%       4 5.5%      5 3.1%         57
Amersham                      2.0%      40 1.4%        8 2.2%        32 0.5%          1 2.0%      17 2.3%         21 4.6%       8 3.3%      3 1.9%         35
Uxbridge                      1.9%      39 2.4%       14 1.8%        25 2.2%          4 2.1%      18 1.8%         17 4.0%       7 1.1%      1 2.1%         38
Bishops Centre, Taplow        1.7%      35 2.1%       12 1.6%        23 2.2%          4 1.5%      13 1.8%         17 3.4%       6 4.4%      4 1.7%         31
  (Focus)
Internet / mail order         1.2%      25   2.3%     13 0.8%        12   1.6%        3   1.5%       13 1.0%       9   1.7%     3 3.3%      3     1.3%     23
Loudwater                     1.2%      24   0.7%      4 1.4%        20   0.5%        1   1.0%        9 1.5%      14   0.0%     0 1.1%      1     1.3%     23
Chorleywood                   1.1%      22   0.9%      5 1.2%        17   0.5%        1   0.8%        7 1.5%      14   0.0%     0 0.0%      0     1.1%     20
Aylesbury                     1.0%      19   1.0%      6 0.9%        13   0.0%        0   1.4%       12 0.7%       6   0.0%     0 1.1%      1     1.0%     19
West Drayton                  0.8%      16   1.0%      6 0.7%        10   0.5%        1   0.8%        7 0.9%       8   0.0%     0 3.3%      3     0.9%     16
Maidenhead                    0.7%      13   0.5%      3 0.7%        10   0.5%        1   0.7%        6 0.7%       6   0.6%     1 1.1%      1     0.7%     12
Beaconsfield                  0.6%      12   0.7%      4 0.6%         8   0.5%        1   0.5%        4 0.8%       7   0.6%     1 0.0%      0     0.6%     11
Hayes                         0.6%      12   0.3%      2 0.7%        10   0.0%        0   0.3%        3 1.0%       9   1.1%     2 1.1%      1     0.7%     12
Gerrards Cross                0.6%      11   0.9%      5 0.4%         6   0.0%        0   0.6%        5 0.7%       6   1.1%     2 0.0%      0     0.4%      8
Chalfont St Peter             0.5%      10   0.7%      4 0.4%         6   0.5%        1   0.2%        2 0.8%       7   0.6%     1 0.0%      0     0.4%      8
Ruislip                       0.4%       7   0.2%      1 0.4%         6   0.5%        1   0.3%        3 0.3%       3   0.0%     0 0.0%      0     0.4%      7
Rickmansworth                 0.4%       7   0.2%      1 0.4%         6   0.0%        0   0.6%        5 0.2%       2   0.6%     1 1.1%      1     0.3%      6
Prestwood                     0.3%       6   0.3%      2 0.3%         4   0.0%        0   0.6%        5 0.1%       1   0.6%     1 0.0%      0     0.3%      6
Farnham Common                0.3%       6   0.2%      1 0.4%         5   0.5%        1   0.2%        2 0.3%       3   0.6%     1 0.0%      0     0.3%      6
Bourne End                    0.3%       5   0.0%      0 0.4%         5   0.5%        1   0.2%        2 0.2%       2   0.0%     0 0.0%      0     0.3%      5
Apsley, Hemel Hempstead       0.3%       5   0.2%      1 0.3%         4   0.5%        1   0.2%        2 0.2%       2   0.0%     0 0.0%      0     0.3%      5
London (West End)             0.3%       5   0.2%      1 0.3%         4   1.1%        2   0.3%        3 0.0%       0   1.1%     2 0.0%      0     0.3%      5
Taplow                        0.3%       5   0.3%      2 0.2%         3   0.0%        0   0.0%        0 0.5%       5   0.6%     1 0.0%      0     0.3%      5
Chalfont St Giles             0.3%       5   0.3%      2 0.2%         3   0.0%        0   0.2%        2 0.3%       3   0.6%     1 0.0%      0     0.3%      5
Cippenham                     0.2%       4   0.0%      0 0.3%         4   0.0%        0   0.0%        0 0.4%       4   0.0%     0 0.0%      0     0.2%      3
Yiewsley                      0.2%       4   0.0%      0 0.3%         4   0.0%        0   0.1%        1 0.3%       3   0.0%     0 0.0%      0     0.2%      4
Tring                         0.2%       4   0.0%      0 0.3%         4   0.0%        0   0.1%        1 0.3%       3   0.0%     0 0.0%      0     0.2%      4
Cowley                        0.2%       3   0.0%      0 0.2%         3   0.5%        1   0.2%        2 0.0%       0   0.0%     0 0.0%      0     0.2%      3
Bovingdon                     0.2%       3   0.3%      2 0.1%         1   0.0%        0   0.1%        1 0.2%       2   0.6%     1 0.0%      0     0.2%      3
Yeading                       0.1%       2   0.0%      0 0.1%         2   0.0%        0   0.1%        1 0.1%       1   0.0%     0 0.0%      0     0.1%      2
Harrow                        0.1%       2   0.0%      0 0.1%         2   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Little Chalfont               0.1%       2   0.0%      0 0.1%         2   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Bracknell                     0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Berkhamsted                   0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Reading                       0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Birmingham                    0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Great Missenden               0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Newton Abbot                  0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Portsmouth                    0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Thame                         0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.0%      0
Marlow                        0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Denham                        0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Colnbrook                     0.1%       1   0.2%      1 0.0%         0   0.5%        1   0.0%        0 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Wendover                      0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Harefield                     0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Windsor                       0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Wooburn Moor                  0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Langley                       0.1%       1   0.0%      0 0.1%         1   0.5%        1   0.0%        0 0.0%       0   0.0%     0 0.0%      0     0.1%      1
Burnham                       0.1%       1   0.0%      0 0.1%         1   0.0%        0   0.0%        0 0.1%       1   0.0%     0 0.0%      0     0.1%      1
Abroad                        0.1%       1   0.2%      1 0.0%         0   0.0%        0   0.1%        1 0.0%       0   0.0%     0 0.0%      0     0.1%      1
(Don't regularly buy these   11.7%     235   7.3%     42 13.5%      193   7.0%       13   6.8%       59 17.1%    158   9.7%    17 14.3%    13     9.4%    171
  kind of goods)
(Don't know / can't          3.4%       68   3.0%     17   3.6%      51   0.5%        1   3.8%       33   3.4%    31   2.3%     4   5.5%    5     3.4%     61
  remember)
Base:                                2001            575          1426           186             867             923          175          91            1818




                                                                                                                                                Column %ges.
160707                                                      NEMS market research
By Demographics             South Bucks and Chiltern Household Telephone Survey                                                               Page 15

                                     For Nathaniel Lichfield & Partners                                                                     July 2007

                              Total         Male        Female        18 to 34       35 to 54         55+         ABC1        C2DE       Car in hhold



Q12 At which location did your household last buy plants or gardening items?

Slough                      12.7%     255 14.1%    81 12.2%      174 19.4%       36 13.3%   115 10.9%       101 14.3%    25 24.2%    22 12.6%     229
High Wycombe                 9.4%     189 8.9%     51 9.7%       138 15.1%       28 11.3%    98 6.5%         60 9.7%     17 3.3%      3 10.2%     186
Beaconsfield                 5.0%     101 4.3%     25 5.3%        76 3.8%         7 5.7%     49 4.9%         45 4.6%      8 0.0%      0 5.3%       96
Chesham                      4.5%      91 5.0%     29 4.3%        62 5.4%        10 4.7%     41 4.0%         37 3.4%      6 5.5%      5 4.4%       80
Flowerland Iver Garden       3.4%      68 2.1%     12 3.9%        56 1.1%         2 3.3%     29 3.9%         36 4.0%      7 3.3%      3 3.7%       68
  Centre, Iver
Wyvale Nursey,              3.3%      66   2.6%    15   3.6%     51   2.2%       4   2.9%       25   4.0%   37   3.4%     6   1.1%   1     3.5%    63
  Beaconsfield
Uxbridge                    3.1%      63   2.8%    16   3.3%     47   1.6%       3   4.2%       36   2.6%   24   4.0%     7   2.2%   2     3.3%    60
Wyvale Nursery, Farnham     2.9%      58   2.6%    15   3.0%     43   4.8%       9   1.6%       14   3.7%   34   5.7%    10   2.2%   2     2.9%    53
  Royal
The Van Hage Garden Co,     2.5%      50   1.9%    11   2.7%     39   0.0%       0   2.5%       22   2.8%   26   0.6%     1   1.1%   1     2.5%    45
  Chenies (near
  Rickmansworth)
Hemel Hempstead             1.7%      35   2.8%    16   1.3%     19   2.2%       4   2.1%       18   1.4%   13   0.6%     1   0.0%   0     1.8%    33
Internet / mail order       1.7%      35   2.6%    15   1.4%     20   0.5%       1   1.3%       11   2.4%   22   2.3%     4   1.1%   1     1.5%    28
Denham (Smiths Nurseries    1.6%      32   1.2%     7   1.8%     25   2.2%       4   1.8%       16   1.3%   12   2.3%     4   1.1%   1     1.7%    31
  etc)
Farnham Common Nursery,     1.4%      29   1.4%     8   1.5%     21   2.2%       4   0.6%        5   2.2%   20   2.9%     5   0.0%   0     1.6%    29
  Farnham Common
Bourne End                  1.4%      29   0.9%     5   1.7%     24   1.1%       2   1.7%       15   1.3%   12   2.3%     4   2.2%   2     1.5%    28
Maidenhead                  1.4%      28   1.6%     9   1.3%     19   3.8%       7   1.3%       11   1.1%   10   2.3%     4   1.1%   1     1.5%    28
Burnham                     1.4%      28   1.4%     8   1.4%     20   0.0%       0   0.8%        7   2.2%   20   0.6%     1   0.0%   0     1.3%    23
Chorleywood                 1.3%      27   1.6%     9   1.3%     18   0.0%       0   1.8%       16   1.2%   11   0.6%     1   0.0%   0     1.5%    27
Prestwood                   1.3%      27   0.9%     5   1.5%     22   1.1%       2   1.8%       16   1.0%    9   1.7%     3   0.0%   0     1.4%    25
Hildreths Ltd, Great        1.2%      24   1.4%     8   1.1%     16   1.6%       3   1.6%       14   0.7%    6   0.6%     1   0.0%   0     1.3%    24
  Missenden
Watford                     1.1%      23   0.5%     3   1.4%     20   1.1%       2   1.2%       10   1.2%   11   0.6%     1   1.1%   1     1.2%    22
Chalfont St Peter           1.1%      22   1.0%     6   1.1%     16   2.2%       4   1.3%       11   0.8%    7   1.7%     3   0.0%   0     1.0%    19
Amersham                    1.0%      19   0.9%     5   1.0%     14   1.6%       3   0.2%        2   1.4%   13   1.7%     3   1.1%   1     1.0%    18
Wendover                    0.9%      18   0.9%     5   0.9%     13   0.0%       0   0.6%        5   1.4%   13   0.6%     1   1.1%   1     1.0%    18
South Heath Garden Centre   0.9%      18   0.9%     5   0.9%     13   0.5%       1   0.2%        2   1.6%   15   0.0%     0   0.0%   0     1.0%    18
  and Nursery Ltd, Great
  Missenden
Windsor                     0.8%      15   0.5%     3   0.8%     12   1.1%       2   0.5%        4   1.0%    9   1.1%     2   1.1%   1     0.7%    12
Chipperfield                0.7%      14   0.9%     5   0.6%      9   0.5%       1   1.0%        9   0.4%    4   0.6%     1   0.0%   0     0.8%    14
Chessmount Nurseries,       0.7%      14   0.9%     5   0.6%      9   0.5%       1   0.6%        5   0.9%    8   1.1%     2   0.0%   0     0.7%    13
  Chesham
Dorney                      0.6%      12   0.7%     4   0.6%      8   0.0%       0   0.6%        5   0.8%    7   0.0%     0   1.1%   1     0.7%    12
Davies Brothers Nursery,    0.6%      11   0.0%     0   0.8%     11   0.0%       0   0.6%        5   0.7%    6   0.6%     1   0.0%   0     0.5%     9
  Burnham
Bourne End Garden Centre,   0.6%      11   0.3%     2   0.6%      9   0.0%       0   0.8%        7   0.4%    4   0.6%     1   0.0%   0     0.6%    11
  Hedsor Road, Bourne End
Worlds End Garden Centre,   0.5%      10   0.3%     2   0.6%      8   0.5%       1   0.2%        2   0.7%    6   0.0%     0   2.2%   2     0.5%     9
  Aylesbury Road,
  Wendover
Marlow                      0.5%       9   0.2%     1   0.6%      8   0.0%       0   0.1%        1   0.9%    8   0.0%     0   0.0%   0     0.4%     8
Farnham Common              0.5%       9   0.2%     1   0.6%      8   0.0%       0   0.3%        3   0.5%    5   1.1%     2   0.0%   0     0.5%     9
Gerrards Cross              0.4%       8   0.5%     3   0.4%      5   0.5%       1   0.3%        3   0.4%    4   0.0%     0   0.0%   0     0.4%     7
Aylesbury                   0.4%       7   0.5%     3   0.3%      4   0.0%       0   0.3%        3   0.4%    4   0.6%     1   0.0%   0     0.4%     7
Little Chalfont             0.4%       7   0.5%     3   0.3%      4   0.5%       1   0.5%        4   0.2%    2   0.0%     0   1.1%   1     0.4%     7
Denham                      0.4%       7   0.5%     3   0.3%      4   0.5%       1   0.3%        3   0.3%    3   0.6%     1   1.1%   1     0.3%     5
St Albans                   0.3%       6   0.3%     2   0.3%      4   0.0%       0   0.3%        3   0.3%    3   0.6%     1   0.0%   0     0.3%     6
West Drayton                0.3%       6   0.5%     3   0.2%      3   0.5%       1   0.0%        0   0.5%    5   0.0%     0   1.1%   1     0.3%     6
Loudwater                   0.3%       6   0.0%     0   0.4%      6   0.5%       1   0.2%        2   0.3%    3   0.0%     0   0.0%   0     0.3%     5
Hayes                       0.3%       6   0.5%     3   0.2%      3   0.0%       0   0.3%        3   0.3%    3   1.1%     2   0.0%   0     0.3%     6
Bovingdon                   0.3%       6   0.5%     3   0.2%      3   0.0%       0   0.2%        2   0.4%    4   0.0%     0   0.0%   0     0.3%     6
Hampton Court Palace        0.3%       5   0.0%     0   0.4%      5   0.0%       0   0.1%        1   0.4%    4   0.6%     1   0.0%   0     0.3%     5
  Flower Show, Hampton
  Court
Reading                     0.2%       3   0.3%     2   0.1%      1   0.0%       0   0.2%        2   0.1%    1   0.0%     0   1.1%   1     0.2%     3
London (West End)           0.2%       3   0.0%     0   0.2%      3   0.0%       0   0.3%        3   0.0%    0   0.6%     1   0.0%   0     0.2%     3
Rickmansworth               0.2%       3   0.0%     0   0.2%      3   0.0%       0   0.0%        0   0.3%    3   0.0%     0   1.1%   1     0.1%     2
Great Missenden             0.2%       3   0.2%     1   0.1%      2   0.0%       0   0.0%        0   0.3%    3   0.0%     0   0.0%   0     0.2%     3
Tring                       0.2%       3   0.0%     0   0.2%      3   0.0%       0   0.2%        2   0.1%    1   0.0%     0   0.0%   0     0.2%     3
Taplow                      0.2%       3   0.0%     0   0.2%      3   0.0%       0   0.1%        1   0.2%    2   0.0%     0   0.0%   0     0.2%     3
Ruislip                     0.2%       3   0.2%     1   0.1%      2   0.0%       0   0.3%        3   0.0%    0   0.0%     0   0.0%   0     0.2%     3
Milton Keynes               0.2%       3   0.0%     0   0.2%      3   0.5%       1   0.0%        0   0.2%    2   0.0%     0   0.0%   0     0.2%     3
Chalfont St Giles           0.2%       3   0.0%     0   0.2%      3   0.0%       0   0.1%        1   0.2%    2   0.0%     0   0.0%   0     0.2%     3
Wyvale Nursery, Hemel       0.2%       3   0.2%     1   0.1%      2   0.5%       1   0.1%        1   0.1%    1   0.0%     0   0.0%   0     0.2%     3
  Hempstead
Wyvale Nursery, Bulbourne   0.1%       2   0.0%     0   0.1%      2   0.0%       0   0.1%        1   0.1%    1   0.0%     0   0.0%   0     0.1%     2

                                                                                                                                         Column %ges.
160707                                                   NEMS market research
By Demographics               South Bucks and Chiltern Household Telephone Survey                                                                   Page 16

                                       For Nathaniel Lichfield & Partners                                                                         July 2007

                                Total          Male         Female        18 to 34       35 to 54         55+         ABC1         C2DE        Car in hhold


  Road, Tring
Iver                          0.1%        2   0.0%      0   0.1%      2   0.0%       0   0.0%        0   0.2%     2   0.6%     1   0.0%    0     0.1%      2
Old Oak Garden Centre, Iver   0.1%        2   0.3%      2   0.0%      0   0.0%       0   0.2%        2   0.0%     0   0.0%     0   0.0%    0     0.1%      2
Ascot                         0.1%        2   0.2%      1   0.1%      1   0.0%       0   0.1%        1   0.1%     1   0.6%     1   0.0%    0     0.1%      2
Thame                         0.1%        2   0.0%      0   0.1%      2   0.0%       0   0.1%        1   0.1%     1   0.0%     0   0.0%    0     0.1%      2
Cippenham                     0.1%        2   0.0%      0   0.1%      2   0.0%       0   0.0%        0   0.2%     2   0.0%     0   0.0%    0     0.1%      1
Berkshire Garden Centre,      0.1%        2   0.2%      1   0.1%      1   1.1%       2   0.0%        0   0.0%     0   0.0%     0   0.0%    0     0.1%      2
  Slough
Wrexham                       0.1%        2   0.0%      0   0.1%      2   0.0%       0   0.1%        1   0.1%     1   0.0%     0   0.0%    0     0.1%      2
Wyvale Nursery, Codicote,     0.1%        2   0.0%      0   0.1%      2   0.0%       0   0.2%        2   0.0%     0   0.0%     0   0.0%    0     0.1%      2
  Hitchin
Hyde Heath                    0.1%        2   0.2%      1   0.1%      1   0.0%       0   0.1%        1   0.1%     1   0.0%     0   0.0%    0     0.1%      2
Wyvale Nursery,               0.1%        2   0.2%      1   0.1%      1   0.0%       0   0.1%        1   0.1%     1   0.0%     0   0.0%    0     0.1%      2
  Chipperfield
Oxford                        0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Great Kingshill               0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.1%        1   0.0%     0   0.6%     1   0.0%    0     0.1%      1
Ashford                       0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Bishops Centre, Taplow        0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Penn                          0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Greenford                     0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Chertsey                      0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.6%     1   0.0%    0     0.1%      1
Clacton-on-sea                0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Harrow                        0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.1%        1   0.0%     0   0.0%     0   1.1%    1     0.1%      1
Southsea                      0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Potters Bar                   0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Ellsbury                      0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Ealing                        0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Apsley, Hemel Hempstead       0.1%        1   0.2%      1   0.0%      0   0.0%       0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Enfield                       0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Wilstone                      0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Bracknell                     0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Birmingham                    0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Booker                        0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Cowley                        0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
Wyvale Nursery, Aylesbury     0.1%        1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
  Road, Wendover
Beaconsfield                   0.1%       1 0.2%        1 0.0%         0 0.0%         0 0.0%      0 0.1%          1   0.0%     0 0.0%      0 0.1%          1
Highbrow                       0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%      0 0.1%          1   0.0%     0 0.0%      0 0.0%          0
Camberley                      0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.0%      0 0.1%          1   0.0%     0 0.0%      0 0.1%          1
Wyvale Nursery, Uxbridge       0.1%       1 0.0%        0 0.1%         1 0.0%         0 0.1%      1 0.0%          0   0.0%     0 0.0%      0 0.1%          1
(Don't regularly buy these    14.2%     284 17.4%     100 12.9%      184 16.1%       30 13.8%   120 14.1%       130   9.1%    16 26.4%    24 11.6%       211
  kind of goods)
(Don't know / can't           6.8%      136   7.1%     41   6.7%     95   3.2%       6   7.2%       62   7.3%    67   9.1%    16 11.0%    10     6.9%    125
  remember)
Base:                                 2001            575          1426          186            867             923          175          91            1818




                                                                                                                                               Column %ges.
160707                                                       NEMS market research
By Demographics            South Bucks and Chiltern Household Telephone Survey                                                                 Page 17

                                    For Nathaniel Lichfield & Partners                                                                       July 2007

                             Total          Male        Female        18 to 34        35 to 54         55+         ABC1        C2DE       Car in hhold



Q13 At which location did your household last buy health, beauty and chemist items ?

Slough                     14.7%     295 18.1%     104 13.4%     191 19.9%       37 14.9%    129 13.8%       127 18.9%    33 19.8%    18 14.0%     254
Amersham on the Hill        9.7%     195 9.4%       54 9.9%      141 5.9%        11 10.2%     88 10.2%        94 13.1%    23 11.0%    10 9.9%      180
  (District Centre)
High Wycombe               8.8%      177   5.6%    32 10.2%      145 11.8%       22   9.5%       82   7.7%   71   7.4%    13   5.5%   5     9.4%   170
Beaconsfield               8.4%      169   7.5%    43 8.8%       126 4.8%         9   8.2%       71   9.5%   88   9.1%    16   2.2%   2     8.5%   155
Chesham                    6.9%      138   7.5%    43 6.7%        95 7.0%        13   6.0%       52   7.6%   70   2.3%     4   9.9%   9     6.8%   123
Uxbridge                   6.1%      122   4.5%    26 6.7%        96 5.9%        11   6.2%       54   6.2%   57   8.0%    14   3.3%   3     6.3%   114
Gerrards Cross             4.1%       82   3.5%    20 4.3%        62 2.7%         5   4.7%       41   3.8%   35   4.0%     7   1.1%   1     4.3%    78
Maidenhead                 3.5%       70   2.6%    15 3.9%        55 5.4%        10   3.0%       26   3.6%   33   3.4%     6   6.6%   6     3.5%    64
Burnham                    2.7%       54   3.7%    21 2.3%        33 3.8%         7   1.5%       13   3.6%   33   0.0%     0   2.2%   2     2.7%    49
Chalfont St Peter          2.1%       42   2.1%    12 2.1%        30 2.2%         4   2.2%       19   2.1%   19   3.4%     6   0.0%   0     2.0%    37
Internet / mail order      2.1%       42   1.2%     7 2.5%        35 2.2%         4   2.5%       22   1.5%   14   1.1%     2   1.1%   1     2.1%    39
Watford                    2.0%       41   1.0%     6 2.5%        35 2.7%         5   2.7%       23   1.3%   12   1.7%     3   1.1%   1     2.2%    40
Windsor                    1.8%       36   1.0%     6 2.1%        30 1.6%         3   1.7%       15   2.0%   18   2.3%     4   2.2%   2     1.8%    32
Chorleywood                1.4%       29   1.2%     7 1.5%        22 0.0%         0   1.8%       16   1.4%   13   0.0%     0   1.1%   1     1.5%    27
Hemel Hempstead            1.4%       29   1.4%     8 1.5%        21 0.5%         1   2.1%       18   1.1%   10   1.7%     3   0.0%   0     1.5%    28
Rickmansworth              1.3%       27   1.0%     6 1.5%        21 1.1%         2   1.7%       15   1.1%   10   1.1%     2   2.2%   2     1.3%    23
London (West End)          1.1%       23   0.9%     5 1.3%        18 0.5%         1   1.6%       14   0.8%    7   2.3%     4   0.0%   0     1.3%    23
Old Amersham (Local        0.9%       18   0.7%     4 1.0%        14 2.2%         4   1.5%       13   0.1%    1   0.0%     0   0.0%   0     0.9%    16
  Centre)
Prestwood                  0.8%       16   1.0%     6   0.7%     10   0.5%        1   1.2%       10   0.5%    5   0.6%     1   0.0%   0     0.8%    14
Iver                       0.8%       16   1.4%     8   0.6%      8   0.5%        1   1.0%        9   0.7%    6   1.1%     2   4.4%   4     0.9%    16
Beaconsfield Old Town      0.6%       12   0.3%     2   0.7%     10   1.1%        2   0.7%        6   0.4%    4   1.1%     2   0.0%   0     0.6%    11
Hazlemere                  0.6%       12   1.0%     6   0.4%      6   0.5%        1   0.6%        5   0.7%    6   0.6%     1   0.0%   0     0.7%    12
Farnham Common             0.6%       12   0.7%     4   0.6%      8   0.0%        0   0.2%        2   1.1%   10   0.0%     0   1.1%   1     0.7%    12
Aylesbury                  0.5%       10   0.3%     2   0.6%      8   0.0%        0   0.6%        5   0.4%    4   0.6%     1   0.0%   0     0.5%     9
Reading                    0.5%       10   0.9%     5   0.4%      5   1.6%        3   0.7%        6   0.1%    1   0.6%     1   0.0%   0     0.5%     9
Bourne End                 0.5%        9   0.2%     1   0.6%      8   0.5%        1   0.3%        3   0.5%    5   0.0%     0   0.0%   0     0.5%     9
Tring                      0.4%        7   0.2%     1   0.4%      6   0.5%        1   0.1%        1   0.5%    5   0.6%     1   0.0%   0     0.4%     7
Marlow                     0.4%        7   0.3%     2   0.4%      5   0.5%        1   0.5%        4   0.2%    2   1.7%     3   1.1%   1     0.4%     7
Little Chalfont            0.3%        6   0.3%     2   0.3%      4   0.0%        0   0.0%        0   0.7%    6   0.0%     0   0.0%   0     0.3%     6
Denham                     0.3%        6   0.7%     4   0.1%      2   0.0%        0   0.3%        3   0.3%    3   0.0%     0   1.1%   1     0.3%     5
Bovingdon                  0.3%        6   0.2%     1   0.4%      5   0.5%        1   0.5%        4   0.1%    1   0.6%     1   1.1%   1     0.3%     6
Eton                       0.3%        5   0.2%     1   0.3%      4   0.0%        0   0.2%        2   0.3%    3   1.1%     2   0.0%   0     0.2%     3
Great Missenden            0.3%        5   0.0%     0   0.4%      5   1.1%        2   0.1%        1   0.2%    2   0.0%     0   1.1%   1     0.3%     5
Berkhamsted                0.3%        5   0.0%     0   0.4%      5   0.0%        0   0.5%        4   0.1%    1   0.0%     0   0.0%   0     0.3%     5
Taplow                     0.3%        5   0.0%     0   0.4%      5   0.5%        1   0.1%        1   0.3%    3   0.0%     0   1.1%   1     0.3%     5
Heathrow Airport, London   0.3%        5   0.3%     2   0.2%      3   0.5%        1   0.3%        3   0.1%    1   0.0%     0   0.0%   0     0.3%     5
Loudwater                  0.3%        5   0.0%     0   0.4%      5   0.0%        0   0.3%        3   0.2%    2   0.0%     0   0.0%   0     0.2%     4
Holmer Green               0.2%        4   0.0%     0   0.3%      4   0.0%        0   0.2%        2   0.2%    2   0.0%     0   0.0%   0     0.2%     4
Chalfont St Giles          0.2%        4   0.3%     2   0.1%      2   0.0%        0   0.1%        1   0.3%    3   0.0%     0   0.0%   0     0.2%     4
Flackwell Heath            0.2%        3   0.3%     2   0.1%      1   0.0%        0   0.0%        0   0.3%    3   0.0%     0   0.0%   0     0.2%     3
Brent Cross                0.2%        3   0.0%     0   0.2%      3   0.0%        0   0.2%        2   0.1%    1   0.0%     0   0.0%   0     0.2%     3
Harefield                  0.1%        2   0.3%     2   0.0%      0   0.0%        0   0.0%        0   0.2%    2   0.0%     0   0.0%   0     0.1%     2
Richings Park              0.1%        2   0.0%     0   0.1%      2   0.0%        0   0.2%        2   0.0%    0   0.0%     0   0.0%   0     0.1%     2
Oxford                     0.1%        2   0.0%     0   0.1%      2   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     2
Langley                    0.1%        2   0.2%     1   0.1%      1   0.0%        0   0.2%        2   0.0%    0   0.0%     0   0.0%   0     0.1%     2
London Colney              0.1%        2   0.2%     1   0.1%      1   0.5%        1   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     2
Bicester                   0.1%        2   0.0%     0   0.1%      2   0.0%        0   0.0%        0   0.2%    2   0.0%     0   0.0%   0     0.1%     2
Hayes                      0.1%        1   0.0%     0   0.1%      1   0.5%        1   0.0%        0   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Barnstaple                 0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Britwell                   0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Apsley, Hemel Hempstead    0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Milton Keynes              0.1%        1   0.2%     1   0.0%      0   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Harrow                     0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.0%    0   0.0%     0   0.0%   0     0.0%     0
London City Centre         0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Ealing                     0.1%        1   0.0%     0   0.1%      1   0.5%        1   0.0%        0   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Emsworth                   0.1%        1   0.2%     1   0.0%      0   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Henley                     0.1%        1   0.2%     1   0.0%      0   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Penn                       0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Perry                      0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Gatwick Airport            0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Abroad                     0.1%        1   0.2%     1   0.0%      0   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Romsey                     0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.0%     0
St Albans                  0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Stoke Poges                0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   1.1%   1     0.1%     1
Swindon                    0.1%        1   0.2%     1   0.0%      0   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Northwood                  0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Boxmoor                    0.1%        1   0.2%     1   0.0%      0   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1
Tylers Green               0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Wendover                   0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.0%        0   0.1%    1   0.0%     0   0.0%   0     0.1%     1
Kingston                   0.1%        1   0.0%     0   0.1%      1   0.0%        0   0.1%        1   0.0%    0   0.0%     0   0.0%   0     0.1%     1

                                                                                                                                          Column %ges.
160707                                                   NEMS market research
By Demographics                    South Bucks and Chiltern Household Telephone Survey                                                                     Page 18

                                            For Nathaniel Lichfield & Partners                                                                           July 2007

                                     Total          Male         Female         18 to 34        35 to 54         55+         ABC1         C2DE        Car in hhold


York                               0.1%        1 0.0%        0   0.1%       1   0.5%        1   0.0%        0   0.0%     0   0.0%     0 0.0%      0     0.1%      1
Dartmouth                          0.1%        1 0.0%        0   0.1%       1   0.0%        0   0.0%        0   0.1%     1   0.0%     0 0.0%      0     0.1%      1
(Don't regularly buy these         7.7%      155 12.5%      72   5.8%      83   7.5%       14   5.9%       51   9.5%    88   7.4%    13 14.3%    13     7.0%    128
  kind of goods)
(Don't know / can't                2.3%       47   4.0%     23   1.7%      24   1.6%        3   1.8%       16   2.8%    26   4.0%     7   4.4%    4     2.1%     39
  remember)
Base:                                     2001             575          1426           186             867             923          175          91            1818

Q14 What, if anything, would make you visit Amersham on-the-Hill town centre more often?

More car parking                   7.4%      149   5.9%     34   8.1%     115   9.7%       18   7.5%       65   6.9%    64   4.0%     7   6.6%    6     8.0%    145
Better choice of clothing          4.4%       88   2.1%     12   5.3%      76   3.8%        7   5.3%       46   3.6%    33   4.6%     8   3.3%    3     4.7%     85
  shops
More large shops / chain           4.3%       86   1.9%     11   5.3%      75   2.7%        5   5.7%       49   3.5%    32   3.4%     6   4.4%    4     4.5%     82
  stores
Better choice of shops in          3.8%       76   4.3%     25   3.6%      51   2.7%        5   5.0%       43   2.8%    26   2.3%     4   0.0%    0     4.0%     73
  general
Better food and grocery            3.2%       64   2.3%     13   3.6%      51   1.6%        3   3.9%       34   2.8%    26   3.4%     6   3.3%    3     3.3%     60
  shopping
Cheaper car parking                2.1%       43   2.4%     14   2.0%      29   2.2%        4   1.7%       15   2.5%    23   1.1%     2   5.5%    5     2.2%     40
More small independent             1.9%       38   2.6%     15   1.6%      23   2.7%        5   2.4%       21   1.3%    12   1.1%     2   1.1%    1     2.1%     38
  shops
Improved bus services              1.7%       34   1.6%      9   1.8%      25   0.5%        1   1.2%       10   2.5%    23   3.4%     6   2.2%    2     1.0%     18
More places to eats / drink        1.0%       21   0.9%      5   1.1%      16   1.1%        2   1.4%       12   0.7%     6   1.1%     2   0.0%    0     1.2%     21
Better quality shops               1.0%       20   1.2%      7   0.9%      13   0.5%        1   1.2%       10   1.0%     9   2.3%     4   1.1%    1     1.0%     19
Closer to home                     0.9%       17   1.2%      7   0.7%      10   1.6%        3   1.2%       10   0.4%     4   0.6%     1   0.0%    0     0.9%     17
Better advertisment of shops       0.7%       14   0.2%      1   0.9%      13   1.6%        3   1.3%       11   0.0%     0   0.0%     0   1.1%    1     0.8%     14
  / services
More traffic free areas /          0.6%       11   1.0%      6   0.4%       5   0.0%        0   0.8%        7   0.4%     4   0.6%     1   0.0%    0     0.6%     11
  pedestrianisation
Better leisure and                 0.5%        9   0.7%      4   0.4%       5   0.0%        0   0.9%        8   0.1%     1   0.6%     1   0.0%    0     0.5%      9
  entertainment facilities
Better maintenance /               0.3%        6   0.3%      2   0.3%       4   0.0%        0   0.2%        2   0.4%     4   0.0%     0   1.1%    1     0.2%      4
  cleanliness
Lower priced shops                 0.2%        4   0.0%      0   0.3%       4   0.0%        0   0.3%        3   0.1%     1   0.0%     0   0.0%    0     0.2%      4
Improved market                    0.2%        4   0.5%      3   0.1%       1   0.5%        1   0.1%        1   0.2%     2   0.6%     1   0.0%    0     0.2%      3
Better atmosphere                  0.1%        2   0.2%      1   0.1%       1   0.0%        0   0.1%        1   0.1%     1   0.0%     0   0.0%    0     0.1%      2
Improved access to town            0.1%        2   0.2%      1   0.1%       1   0.0%        0   0.2%        2   0.0%     0   0.0%     0   0.0%    0     0.0%      0
  centre
More Banks / Building              0.1%        2   0.2%      1   0.1%       1   0.0%        0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      2
  Societies
Fewer eating places                0.1%        2   0.2%      1   0.1%       1   0.0%        0   0.0%        0   0.2%     2   0.0%     0   1.1%    1     0.1%      1
Improve layout of town             0.1%        2   0.0%      0   0.1%       2   0.5%        1   0.1%        1   0.0%     0   0.6%     1   0.0%    0     0.1%      2
  centre
Better facilities, e.g. toilets,   0.1%        1   0.0%      0   0.1%       1   0.0%        0   0.1%        1   0.0%     0   0.0%     0   0.0%    0     0.1%      1
  seating areas
(Nothing)                          65.4% 1308 67.5%        388 64.5%      920 64.0%    119 60.7%       526 70.2%       648 68.6%    120 69.2%    63 64.3% 1169
(Don't know)                        8.9% 178 9.7%           56 8.6%       122 12.9%     24 9.7%         84 7.3%         67 9.7%      17 11.0%    10 9.2% 167
Base:                                     2001             575          1426           186             867             923          175          91            1818




                                                                                                                                                      Column %ges.
160707                                                            NEMS market research
By Demographics                South Bucks and Chiltern Household Telephone Survey                                                                  Page 19

                                        For Nathaniel Lichfield & Partners                                                                        July 2007

                                 Total         Male         Female        18 to 34       35 to 54         55+         ABC1         C2DE        Car in hhold



Q15 What, if anything, would make you visit Chesham town centre more often?

Better choice of clothing      3.3%      67   2.1%     12   3.9%     55   2.7%       5   4.6%       40   2.3%    21   2.3%     4   3.3%    3     3.3%     60
   shops
Better choice of shops in      3.0%      61   3.1%     18   3.0%     43   3.8%       7   4.0%       35   1.7%    16   2.3%     4   2.2%    2     3.3%     60
   general
More large shops / chain       2.4%      49   1.6%      9   2.8%     40   3.8%       7   3.0%       26   1.7%    16   2.3%     4   4.4%    4     2.6%     47
   stores
More small independent         1.7%      34   1.7%     10   1.7%     24   2.2%       4   2.3%       20   1.0%     9   0.6%     1   1.1%    1     1.8%     33
   shops
More car parking               1.5%      30   1.9%     11   1.3%     19   2.2%       4   1.4%       12   1.4%    13   1.1%     2   1.1%    1     1.5%     27
Improved bus services          1.3%      26   1.4%      8   1.3%     18   0.5%       1   0.9%        8   1.8%    17   1.7%     3   3.3%    3     0.7%     13
Better food and grocery        1.1%      22   1.2%      7   1.1%     15   1.1%       2   1.3%       11   1.0%     9   1.7%     3   0.0%    0     1.2%     21
   shopping
Better quality shops           0.7%      14   0.9%      5   0.6%      9   1.1%       2   0.9%        8   0.3%     3   0.6%     1   1.1%    1     0.8%     14
More places to eats / drink    0.6%      11   0.7%      4   0.5%      7   0.5%       1   0.8%        7   0.3%     3   1.1%     2   0.0%    0     0.5%      9
Cheaper car parking            0.6%      11   1.4%      8   0.2%      3   0.5%       1   0.7%        6   0.3%     3   0.6%     1   0.0%    0     0.6%     10
Closer to home                 0.6%      11   0.7%      4   0.5%      7   1.1%       2   0.6%        5   0.4%     4   0.6%     1   0.0%    0     0.6%     11
If it was safer                0.5%      10   0.7%      4   0.4%      6   1.6%       3   0.3%        3   0.3%     3   0.6%     1   1.1%    1     0.5%      9
Better maintenance /           0.5%       9   0.7%      4   0.4%      5   0.5%       1   0.6%        5   0.3%     3   1.1%     2   0.0%    0     0.5%      9
   cleanliness
Better advertisment of shops   0.4%       8   0.2%      1   0.5%      7   1.6%       3   0.6%        5   0.0%     0   0.6%     1   0.0%    0     0.4%      8
   / services
More traffic free areas /      0.3%       5   0.2%      1   0.3%      4   0.0%       0   0.5%        4   0.1%     1   0.6%     1   0.0%    0     0.3%      5
   pedestrianisation
Better leisure and             0.3%       5   0.5%      3   0.1%      2   0.0%       0   0.3%        3   0.2%     2   0.0%     0   0.0%    0     0.3%      5
   entertainment facilities
Improve apprearence of the     0.3%       5   0.3%      2   0.2%      3   0.5%       1   0.2%        2   0.2%     2   0.6%     1   0.0%    0     0.3%      5
   centre
Improve the market              0.1%    2 0.2%          1 0.1%     1 0.0%          0 0.1%         1 0.1%          1 0.0%       0 0.0%      0 0.1%     2
Ease traffic congestion         0.1%    2 0.3%          2 0.0%     0 0.0%          0 0.0%         0 0.2%          2 0.6%       1 0.0%      0 0.1%     2
Remove pedestrianisation        0.1%    1 0.2%          1 0.0%     0 0.5%          1 0.0%         0 0.0%          0 0.0%       0 0.0%      0 0.1%     1
(Nothing)                      75.7% 1514 72.3%       416 77.0% 1098 66.7%       124 72.4%      628 80.7%       745 80.0%    140 73.6%    67 75.2% 1368
(Don't know)                   10.5% 211 11.7%         67 10.1% 144 16.7%         31 11.2%       97 8.7%         80 8.0%      14 12.1%    11 10.9% 198
Base:                                 2001            575          1426          186            867             923          175          91            1818

Q16 What, if anything, would make you visit Chalfont St. Peter more often?

Better advertisment of shops   0.3%       5   0.2%      1   0.3%      4   1.1%       2   0.3%        3   0.0%     0   0.6%     1   0.0%    0     0.3%      5
   / services
Better choice of clothing      1.3%      27   0.9%      5   1.5%     22   2.2%       4   2.1%       18   0.5%     5   0.6%     1   0.0%    0     1.5%     27
   shops
Better choice of shops in      1.8%      36   2.8%     16   1.4%     20   1.6%       3   2.7%       23   1.1%    10   0.6%     1   0.0%    0     1.9%     35
   general
Better food and grocery        1.0%      21   1.0%      6   1.1%     15   1.6%       3   1.3%       11   0.8%     7   1.7%     3   0.0%    0     1.2%     21
   shopping
Better leisure and             0.6%      11   1.2%      7   0.3%      4   1.1%       2   0.9%        8   0.0%     0   0.0%     0   0.0%    0     0.6%     11
   entertainment facilities
Better maintenance /           0.2%       3   0.2%      1   0.1%      2   0.0%       0   0.2%        2   0.1%     1   0.0%     0   0.0%    0     0.2%      3
   cleanliness
Better quality shops           0.2%       4   0.3%      2   0.1%      2   0.0%       0   0.3%        3   0.1%     1   0.0%     0   0.0%    0     0.2%      4
Cheaper car parking            0.9%      17   1.2%      7   0.7%     10   0.5%       1   0.9%        8   0.9%     8   0.6%     1   0.0%    0     0.9%     17
Closer to home                 0.4%       8   0.5%      3   0.4%      5   1.1%       2   0.6%        5   0.1%     1   0.0%     0   0.0%    0     0.3%      6
If it was safer                0.1%       1   0.0%      0   0.1%      1   0.0%       0   0.0%        0   0.1%     1   0.0%     0   0.0%    0     0.1%      1
Improved access to town        0.1%       1   0.2%      1   0.0%      0   0.5%       1   0.0%        0   0.0%     0   0.0%     0   0.0%    0     0.1%      1
   centre
Improved bus services          1.1%      23   1.2%      7   1.1%     16   1.1%       2   0.9%        8   1.4%    13   0.6%     1   3.3%    3     0.7%     13
More car parking               2.1%      43   2.1%     12   2.2%     31   2.2%       4   2.9%       25   1.4%    13   1.7%     3   1.1%    1     2.3%     42
More large shops / chain       1.1%      22   1.0%      6   1.1%     16   2.7%       5   1.6%       14   0.3%     3   0.6%     1   0.0%    0     1.2%     22
   stores
More places to eats / drink    0.7%      14   0.7%      4   0.7%     10   0.5%       1   1.0%        9   0.3%     3   0.0%     0   0.0%    0     0.7%     13
More small independent         1.1%      22   1.2%      7   1.1%     15   2.2%       4   0.8%        7   1.1%    10   1.1%     2   1.1%    1     1.2%     22
   shops
Remove St Peters Court          0.1%    2 0.0%          0 0.1%     2 0.0%          0 0.2%         2 0.0%          0 0.0%       0 0.0%      0 0.1%     2
(Don't know)                   11.6% 232 12.5%         72 11.2% 160 15.6%         29 12.6%      109 9.8%         90 10.9%     19 14.3%    13 11.9% 217
(Nothing)                      78.2% 1565 76.2%       438 79.0% 1127 69.9%       130 75.1%      651 83.0%       766 82.3%    144 80.2%    73 77.6% 1410
Base:                                 2001            575          1426          186            867             923          175          91            1818




                                                                                                                                               Column %ges.
160707                                                       NEMS market research
By Demographics                    South Bucks and Chiltern Household Telephone Survey                                                                   Page 20

                                            For Nathaniel Lichfield & Partners                                                                         July 2007

                                     Total         Male         Female        18 to 34        35 to 54         55+         ABC1         C2DE        Car in hhold



Q17 What, if anything, would make you visit Beaconsfield town centre more often?

More car parking                   4.5%      91   3.0%     17   5.2%     74   4.3%        8   5.7%       49   3.6%    33   7.4%    13   3.3%    3     4.9%     89
Better choice of clothing          2.7%      55   1.4%      8   3.3%     47   2.7%        5   4.0%       35   1.6%    15   1.1%     2   1.1%    1     3.0%     54
   shops
Better choice of shops in          2.7%      54   3.7%     21   2.3%     33   5.4%       10   3.3%       29   1.4%    13   2.3%     4   1.1%    1     2.9%     53
   general
More large shops / chain           2.4%      48   1.9%     11   2.6%     37   5.4%       10   3.0%       26   1.3%    12   2.3%     4   3.3%    3     2.6%     48
   stores
Better food and grocery