HONEYWOOD PARKWAY - WHITE CLIFFS BUSINESS PARK, DOVER

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1 PROPOSED LIDL FOOD STORE HONEYWOOD PARKWAY - WHITE CLIFFS BUSINESS PARK, DOVER DESIGN & ACCESS STATEMENT 10 TH AUGUST 2016 OUR REF: Dover DOCUMENT REF: Dover Design and Access Statement RST ENVIRONMENTAL 2 nd Floor Offices Millars Three Southmill Road Bishops Stortford Herts CM23 3DH Tel: robin@rstenvironmental.com 1 P a g e

2 CONTENTS CONTENTS INTRODUCTION The Purpose of this Document Lidl UK GmbH USE The Use of the Existing Site The Surrounding Uses The Use of the Proposed Site AMOUNT Amount of existing development Amount of proposed development LAYOUT The proposed layout SCALE The Existing Scale The proposed scale APPEARANCE The Existing Appearance The Proposed Appearance ACCESS Landscaping Conclusion P a g e

3 1.0 INTRODUCTION 1.1 The Purpose of this Document This design and access statement has been prepared in support of Lidl UK GmbH s proposals for a Lidl food store on the currently unoccupied site on the Honeywood Parkway of the White Cliffs Business Park, Dover. This statement has been structured along the lines of the recommendations contained within the DCLG circular 01/2006, guidance on changes to the development control system and also the CABE guidance document Design & Access statements, how to write, read and use them which provides best practice guidance to accompany the circular. The purpose of this document is to explain the design principles and concepts that have been applied to the proposed development and how issues relating to access have been dealt with ( DCLG circular 01/2006 ) This statement should also be read in conjunction with any submitted application materials including the application drawings, the Planning and Retail statement and the reports listed below: Acoustic Report Air Quality Assessment Biodiversity Survey and Assessment Reptile Survey Flood Risk Assessment/Drainage Strategy Desk-based Archaeological Assessment Land Contamination Report Site Waste Management Plan Sustainability/BREEAM Statement of Community Involvement Transport Assessment/Travel Plan The application Site location plan is illustrated below. The diagrams and layouts within this document are used to help explain the design process and principles. The submitted application drawings should be consulted for the finalised detailed proposals. 3 P a g e

4 Site Location Plan 1.2 Lidl UK GmbH Lidl UK is a European convenience retailer operating from over 10,000 neighbourhood food stores across Europe. The company offers a limited range of high quality foods at greatly discounted prices within an efficient and convenient environment. Lidl UK commenced trading in November 1994 and over the past 20 years the company has developed over 600 stores. One of the most notable characteristics of Lidl s operations is the limited range of goods on offer typically this is approximately 2,000 lines, although the company now require their planning consents to allow for up to 3,500 lines in order to provide sufficient flexibility to accommodate future growth. The majority of these are own label brands considered equal if not superior to comparable brands. This compares to over 30,000 lines available in modern superstores. Each store operates on the basis of the direct transfer of goods on pallets from the delivery lorry to the sales area, which significantly reduces the requirement for ancillary storage compared to other operators. 4 P a g e

5 Lidl s retail proposition is summarised in the table below (Source Verdict Retail). Lidl Retail Proposition (2014) Brand Position Hard Discounter Target Market Appeals to shoppers from A to E. Product Sectors Price Positioning Competitors Own label and branded frozen and ambient food, limited range of fresh produce. Seasonal non-food ranges. Value and heavily discounted while maintaining quality products. 99p Stores, Aldi, Asda, Farmfoods, Iceland, Morrisons, Poundland, Tesco. Sub brands Sub-branding used across product categories. Deluxe premium range across several categories including fresh meat and poultry. Typical Store Size and location Store format, ambience Website and app Stores average 17, 200ft². Locations driven by specific site requirements rather than targeting areas which serve a particular demographic. Simple shop fit with ambient products stacked on pallets, and fresh and frozen stored in chest units. Instore bakeries being rolled out across UK portfolio. Non-transactional website displays current offers and promotions across food and non-food, and recipe ideas. IPhone application with similar services to website, plus product search and bookmarking. Lidl s strategy is the provision of smaller shops at convenient locations within or close to residential areas which are capable of serving both the day-to-day top up and main food shopping needs of local residents. Lidl are currently undertaking a corporate review of their portfolio which includes extending a number of existing stores which do not meet with customers changing expectations. 5 P a g e

6 The company s operation is based upon a traditional supermarket with very attractive prices. The range of goods sold is limited with approximately 80% of all products comprising Lidl s own brand. This is primarily achieved by:- Bulk purchasing across the UK and Europe; Ensuring that distribution costs are kept to a minimum; and Prudent control of property and operational costs. The entire business model is focused upon ensuring operational efficiencies at every level of the business. This ensures the discounter offer can be maintained. Product Range and Pricing Structure Lidl s offer is based on providing a limited range of high quality products at attractive prices. The limited number of product lines (up to 2,000 at this location), is significantly less than other mainstream retailers. This helps to ensure the lowest possible operating costs and includes:- A quality range of fresh and frozen pre-packaged meat; Own-branded dry groceries and frozen foods; Tertiary branded wines and spirits; A quality range of loose and pre-packed fruit and vegetables; and A basic range of non-food household items and twice-weekly (non-food) specials occupying about 25% of the sales area, such as a limited range of electrical and gardening products. However, of more relevance, is the range of goods and services that Lidl do not sell. Lidl s offer is distinguished from the large retailers and small convenience stores as it does not offer concessionary units including for example, the following:- 6 P a g e

7 Butchers Counter; Fishmongers; Dispensing Pharmacy; Dry-cleaning service; Post Office Service; Financial Products; Photography processing; Café/restaurant; and Cigarettes and tobacco products. The above product ranges and services do not fit with the operator s core retail concepts. The larger food retailers have all been through a considerable process of diversification over the past decade or so. Many offer all of the above services as a one stop destination for their customers. Lidl do not perform this role. They are a complementary retailer and customers are often required to visit other retailers in order to fulfil their full shopping needs. The range of goods sold by Lidl is significantly smaller than that offered by other retailers. For example, the major operators, such as Morrison s, Tesco, Asda and Sainsbury s, can retail over 35,000 product lines. A Lidl store will typically provide less than 10% of that. In addition to the limited product range, Lidl also do not stock multiple lines of the same product, again unlike its main competitors. Accordingly, Lidl stores successfully trade immediately adjacent to larger superstores. With regards to comparison products, Lidl stores receive a twice weekly delivery of special non-food offers such as a limited range of electrical, homewares and gardening products. These products are marketed in the press in order to attract customers into the store. They are sold on a strictly limited basis. Comparison product lines constantly change and, therefore, do not present potential for sustained impact on existing centres. Within a Lidl store products are also often displayed in their original pallets or boxes in order to minimise unnecessary costs associated with conventional shelf stacking. 7 P a g e

8 This no frills approach is typical of the commitment to ensure that products are sold at the lowest possible margins. In terms of public awareness and perception, Lidl stores are becoming very popular, not only with those on a limited income but also increasingly with the higher social groupings. Market research undertaken by Verdict Research shows that the most significant increase in penetration over the period has been among more affluent shoppers. Those in the AB social grade having moved from the lowest to the highest visitor share (Verdict: How Britain Shops 2012 ). In part, this is a symptom of the economic downtown but also more affluent shoppers have realised that the quality of offer available is superior, in many cases, to the larger grocery retailers. As a result, many now combine a trip to Lidl as part of their regular food shop. Lidl operate on far lower profit margins than the other major food store operators and can, therefore, pass on the savings to their customers. This helps to instil loyalty. Customer resistance to unknown private label brands has reduced, and the combination of high quality and low prices has enabled Lidl to become increasingly popular. In short, customers are now more willing to shop at deep discounters. The Lidl business model inevitably has consequences for the design and layout of their stores. For example, the size and configuration of a store must be compatible with Lidl s efficient delivery and stock handling procedures. Whilst of sufficient size to meet customers expectations. This ensures customer expectations are met whilst, at the same time, minimising operational costs. Lidl s operational efficiencies place obvious restrictions on the ability of the business model to be flexible in terms of store format. Figure 1 Examples of Lidl Stores across the UK 8 P a g e

9 Opening Hours The typical opening hours for Lidl stores are: Mon-Fri 08:00-22:00; Sat 08:00-22:00 and Sunday 10:00-16:00 or The proposed store at WCBP would adhere to these opening times. Servicing Usually each Lidl store has a maximum of three deliveries a day for all its products, including ambient, fresh, frozen and chilled goods. This ensures that any detriment to residential amenity is kept to a minimum. Total unloading time is generally around 45 minutes. Vehicle noise is minimised due to a recessed loading bay. The accompanying Noise Technical Note, prepared by Sharps Acoustics, confirms that even on a worst case set of assumptions there would be no disturbance, or harm, from the operation of the proposed development from a noise perspective. Lidl strive to recycle all of their packaging material, with their merchandising and display formats being designed to facilitate this. Importantly, all cardboard is compacted and stored 9 P a g e

10 on site for daily collection by the returning HGV, along with all plastic, food waste, wood and all non-recyclable refuse. In the UK between April 2012 and 2013 Lidl recycled some 44,000 tonnes of cardboard and paper, 22,000 tonnes of plastic, 1,000 tonnes of metal, 125 tonnes of electrical items and 100 tonnes of textiles. The volume of recycled material has increased year-on-year. In addition, wood, ceramic and glass were also recycled. Furthermore, the company target for recycling in 2014 was 93% of all waste. Sustainability Principles of sustainability are engrained in Lidl s operation from the efficient construction and standardised fit-out elements enabling rapid store construction, to energy saving measures including energy efficient building materials, low energy consumption lighting, motion detectors and automatic power down lighting, electricity and heating in the evenings. The proposed store will meet Lidl s high sustainability standards which are intended to minimise environmental impact over the lifetime of the store. The requirements set out in Lidl s corporate specification for the design and construction of new food stores serves to ensure that environmental impacts are limited in accordance with the relevant policy. 10 P a g e

11 2.0 USE 2.1 The Use of the Existing Site The site has been a long standing, yet idle, employment site and it has remained undeveloped for many years with little, if any, prospect of coming forward within a reasonable period of time. Whilst technically it is arable land it is part of the larger WCBP allocation. The site forms part of Phase II of WCBP (originally consented under planning reference 05/00519). This was an outline application for the construction of approximately 65, 000m² of employment floorspace (Use Classes B1, B2 and B8) together with a detailed application for a non-food DIY retail warehouse and spine road. The setting of the site within the wider area is typified by a mix of commercial, employment and retail/quasi retail uses. Retail and service type uses are continuing to develop at WCBP and play an important role in the economic functioning of the location. Arial view of the site and surrounding uses. The application site is currently vacant and clear and at present is being used for arable farming purposes. The overall site for the proposed Lidl takes up approx acres / 1.21 Hectares. 11 P a g e

12 Refer also to the Retail Assessment accompanying the planning submission for further details in respect of commercial use. 2.2 The Surrounding Uses The site lies only a few miles outside central Dover and is strategically positioned adjacent to the main A2 trunk road feeding straight into Dover and the port. The Honeywood Parkway is the main arterial road through the White Cliff Business Park area and gives easy and clear access to the A2 and the adjoining retail areas. Aerial view of the proposed site and the wider surrounding areas To the east of the application site, beyond the Honeywood Parkway spine road, is a B&Q DIY store. Further west is a Homebase and Tesco foodstore. Opposite Tesco is a small retail park completed in 2015 and occupied by B&M Home Bargains, Pets at Home and Bensons for Beds. To the south west of the site is the proposed location for a trade counter scheme (approved under planning consent DOV/15/00815). 12 P a g e

13 The site has a heavy tree and shrub buffer between it and the A2 and a formal landscaped embankment up to the main roundabout entrance from the trunk road. The main frontage is predominantly flat and level with good visuals across the footpath and grass verge of the Honeywood Parkway. 2.3 The Use of the Proposed Site This proposed class A1 retail development will provide a new local food store for Lidl UK GmbH, together with associated car and cycle parking, delivery facilities and landscaping. The new store will provide the community with low cost food products and large volume shopping and add to the mix of uses within the area, helping to create a more sustainable community. The site is located to provide safe, direct and convenient pedestrian access and will be within easy walking distance of the large number of dwellings proposed adjacent to the A2 and the use of the site will provide appropriate inclusive access for a variety of different users. The development will be open to the public during normal weekday trading hours and at weekends. The application proposals are entirely consistent with the nature of the surrounding area. They are no different to existing precedents for retail and quasi retail development as previously approved within the immediate locality etc. 13 P a g e

14 3.0 AMOUNT 3.1 Amount of existing development The application site extends to 1.21 hectares (2.99 acres) as illustrated by the accompanying application drawings. The site is presently being used for farming purposes and there are no recent records of any previous development having been undertaken on this location. 3.2 Amount of proposed development Planning permission is sought for a new Lidl store which has been designed to provide the spatial requirements of the operator. The proposed building will consist of 1,690 m2 ground floor sales area (GIA), with a 2,851 m2 of gross external floor space (GEA) with 2,643 m2 GEA at ground level and 208 m2 (GEA) at first floor which results in a proposed site coverage of approximately 21%. This also translates into a gross internal area (GIA) of 2,559 m2 for the ground floor and 201 m2 (GIA) on the first. The proposals will provide 169 customer car parking spaces inclusive of 7 dedicated disabled spaces and 7 parent & child spaces. 14 P a g e

15 4.0 LAYOUT 4.1 The proposed layout The development proposals comprise of a new standalone store for Lidl UK GmbH, together with a dedicated delivery area, associated car and cycle parking and pedestrian connectivity. Proposed site plan The building is sited along the Western boundary and thus gives clear visual links to both the Honeywood Parkway and the main A2 trunk road roundabout. With the parking surrounding the store to the front, approaching customers can clearly see the entrance features and identify with the route to the door and the access point. With a mainly level site and approach the entrance is uncluttered with changes in levels and thus both deliveries and customers can use the same entrance with ease. 15 P a g e

16 The carpark is laid out in a traditional format surrounding the main entrance door to make the walk to the store as small as possible and the parking areas are further defined by having a perimeter of low level planting to visually define the boundaries. There are a number of factors which have influenced the layout of the proposal such as accessibility, legibility from the street and also the commercial needs of the applicant which have to take into account deliveries, warehousing and staff welfare. As such the building has been sited to address all of the above points and constraints and we believe the proposed location of the store to be the optimum. 16 P a g e

17 5.0 SCALE 5.1 The Existing Scale The existing site, being currently devoid of built form lends no form of comparison in terms of building scale. There are however, two principle points of reference in relation to scale which lay immediately beyond the site boundary. To the East and on the other side of the Honeywood Parkway is the large B & Q superstore with its curved metal roof and prominent glass and metal clad front elevation that faces the site. It has large amounts of power coated aluminium glazing and metal cladding complete with a corporate colour scheme. To the west is a large collection of commercial units with metal cladding and profiled metal roof panels in varying sizes and heights. Existing Building Comparison 17 P a g e

18 5.2 The proposed scale The proposed Lidl store, is a simple mono-pitch roofed building which is predominantly single storey but with a first floor strip of staff accommodation within the higher part of the building volume. The frontage is 75m long and the building has an overall width of 32.7m. The mono-pitched roof extends from 5.3m in height on the North-West facing lower elevation, 7.6m in height on the west facing higher elevation which addresses the car park. While the proposed building is relatively large in plan form, much of the building mass is located deep into the site. At the street front, the building is largely elevated in glazing with significant views through into the volume of the store which will reduce the perceived impact of the elevation as viewed from and along Christchurch Road. Drawing of Proposed Ground Floor Plan 18 P a g e

19 Drawing of Proposed First Floor Plan Drawing of Proposed Elevations 19 P a g e

20 6.0 APPEARANCE 6.1 The Existing Appearance As outlined previously there are currently no buildings featured within the site, and at present the site is being used as farming land and is therefore ready for construction works to begin. Looking West along Honeywood Parkway with site on right hand side of road Looking East along Honeywood Parkway with site on left hand side of road 20 P a g e

21 View of site with B and Q in the distance View of the site with the main A2 entrance roundabout in the distance 21 P a g e

22 View of site from the Southern side of the Honeywood Parkway View of the roundabout at the Western approach along the Honeywood Parkway 22 P a g e

23 6.2 The Proposed Appearance The proposed building is designed to be contemporary in form with crisp clean lines and includes full height glazing and a tall clear storey entrance lobby giving long views into the store itself. The proposed materials palette includes plain rendered walls below higher level architectural metal wall cladding and crisp modern full height shop front glazing to the main front elevation and around the corner to the customer entrance which features a 45-degree recessed entrance. The proportions and massing of the proposed building is considered to be consistent with the established design theme set by the wider retail estate. 23 P a g e

24 7.0 ACCESS The Existing Access There is currently a vehicular and pedestrian path that runs along the southern boundary which is called the Honeywood Parkway. It would be from this distribution road that the main site access would be formed. Refer to the separate Transport Assessment accompanying this application for further in depth assessment of all highways and transport aspects. The site gives clear visual links to the Honeywood Parkway and the A2 trunk road roundabout 24 P a g e

25 Accessibility by Non-Car Modes Walking One of the main factors demonstrating the suitability of a development site is its accessibility by non-car modes of transport. This helps to reduce the reliance on the use of the private car as well as promoting the aims of smarter travel choices. Good pedestrian facilities are provided within the vicinity of the site. Shared footway / cycleways of appropriate widths are provided along both sides of the east and west arms of the Honeywood Parkway / B&Q Access Road roundabout junction to the southeast of the site. Also through careful design, clearly defined footways leading to the entrance doors into the building and circulation footpaths guide pedestrians around the car parking areas and aide in the separation of people and vehicles. Large sections of verge separation are present alongside the entirety of Honeywood Parkway within the vicinity of the site allowing pedestrians and cyclists to distance themselves from the carriageway. Dropped kerbs and tactile paving are in place across all three arms at the Honeywood Parkway / B&Q Access Road roundabout junction, whilst a further zebra crossing point is provided to the east of the junction on the B&Q Access Road. Street lighting is also present at regular intervals along Honeywood Parkway throughout the White Cliffs Business Park. Further shared footway / cycleways are present along both sides of Honeywood Parkway immediately to the south of the site and provide onwards connectivity between the site and the existing built-area of the White Cliffs Business Park to the west. The shared footway / cycleway terminates to the east of the Coastal Brick Buildbase Unit Access Road approximately 200m to the west of the site. Furthermore, there are good quality, continuous pedestrian routes to access the surrounding facilities and residential areas. Cycling The site is within a 15 minute cycle distance of the existing residential settlements at Whitfield and Buckland and within a 30 minute cycle distance of Dover. Within the immediate vicinity of the site, the shared footway / cycleway quality along Honeywood Parkway is in generally good condition. Honeywood Parkway is lightly trafficked 25 P a g e

26 and large sections of verge separation are present between the carriageway and the shared footway / cycleway, both of which will benefit the overall safety of vulnerable road users. Furthermore, street lighting is in place as well as a direct line of sight to increase a sense of personal security. Dropped kerbs and tactile paving, which are in place at all crossing points along Honeywood Parkway within the vicinity of the site, are in generally good condition. Once on site provision for cyclists has been considered with localised cycle hoop provision visible through shopfront glazing for improved natural surveillance. The number of Sheffield type cycle hoops to be provided is subject to negotiation with the local authority as part of the application process. Bus The site is well served in terms of public transport services, in particular bus services. There are three bus services available from the bus stops located immediately adjacent to the site and further services within comfortable walking distance of the site from the Tesco store. The closest bus stop (eastbound) is located immediately adjacent to the southern perimeter of the site on Honeywood Parkway, whilst a second bus stop (westbound) is located on the south side of the carriageway. Two services (12 and 60A) operate from these bus stops, each with a frequency of one bus per hour from Monday to Saturday. Only one bus service (61) operates on Sundays with a frequency of one bus per hour. Route 12 runs between Deal and Canterbury via Whitfield whilst Routes 60A and 61 connect White Cliffs Business Park with Whitfield, Temple Ewell, Dover town centre and Dover Priory Railway Station. There are additional bus services available from the bus stop which serves the Tesco store. This bus stop is located approximately 750m from the site (9 minute walk) Rail Both Kearsney Railway Station and Dover Priory Railway Station are located approximately 2 miles and 3.5 miles from the site respectively. Both stations are managed by Southeastern and operate frequent connections to local destinations including Deal, Folkestone, Canterbury and Sandwich. 26 P a g e

27 Local Highway Network The site is bound to the south and east by Honeywood Parkway, which forms the principal route through Whitfield Business Park and connects with the A2 / A256 Whitfield Interchange to the northeast of the site and the A2 / A256 Whitfield Roundabout to the west of the site. It is a single carriageway road subject to a 30mph speed limit within the vicinity of the site. To the southeast of the site, Honeywood Parkway forms part of a three-armed roundabout with the B&Q Access Road. To the southwest of the site there is a further roundabout junction currently used only as a two-armed roundabout. A third arm, extending to the south of the roundabout, is only partially constructed and currently not in use. The A2 is a dual carriageway that passes to the north of the site. Locally, the A2 connects the Port of Dover to Canterbury and Faversham via nearby towns including Barham and Bishopsbourne. A singular vehicular access and egress point from Honeywood Parkway is proposed for customers, which will be designed to meet necessary highway standards. A total of 169 car parking spaces are being provided which includes 7 disabled access bays and 4 parent & child bays. Delivery access Deliveries to the proposed store will be accommodated via the single vehicular access from Honeywood Parkway through the car park which is designed with wide aisles specifically for this purpose with a dedicated open delivery ramp and dock arrangement at the front of the store / car park. Inclusive access The site has relatively gentle gradients, and proposals for all customer areas will meet the requirements of Part M of the Building Regulations and the Disability Discrimination Act in terms of level access. The proposed store will have dedicated wheelchair access spaces and a range of accessible features as outlined below. The inclusive access strategy will include the following features: Level access will be provided for wheelchair users from the site boundary to the store entrance. Where necessary, gentle gradients and the use of flush kerbs will mean that 27 P a g e

28 wheelchairs, shopping trolleys and pushchairs can use the car park and circulation areas easily. Sensitive pedestrian circulation areas will be defined by bollards which will defend the pedestrian realm against intrusion from cars whilst maintaining permeability for all other users. Good site signage and way finding will ensure legibility for shoppers. Wheelchair access car parking will be provided in accordance with BS 8300:2001. These parking spaces will be close to the store entrance and will incorporate a 1.2m manoeuvring zone to the side and rear of each parking space and providing easy level access to the proposed store. Disabled parking symbols will be incorporated into each disabled person parking bay. Dedicated parent & child parking will be located close to the store entrance and will be provided in dedicated marked bays which are wider than standard bays to cater for the needs of shoppers with young children. Within the store everything that can be expected to promote inclusive access and comply with part M of the Building Regulations and DDA requirements will be found including flush thresholds and wheelchair access toilets (where provided) for use by people with impaired mobility. 28 P a g e

29 8.0 Landscaping A soft landscape planting policy scheme drawing has been provided with this planning application (see below). The proposals detail a planting scheme of high quality yet low maintenance shrubs that create a welcoming and legible environment throughout the site and one that will both enhance the site whilst still working in harmony with the adjoining existing landscape areas and trees. Landscape policy plan depicting the differing heights of landscaping around the site. A palette of evergreen and deciduous shrub planting has been carefully selected incorporating a range of foliage types, stem colours, shrub habits and flowering species to assist with legibility throughout the site. The plant sizes and planting densities to be selected will offer both immediate impact and create a high quality and welcoming environment. 29 P a g e

30 Deciduous species are concentrated within the centre of any planting beds to maximise seasonal interest whilst ensuring that evergreen cover is retained adjacent to walkways and car parking bays. Narrower planting beds and planting beds adjacent to pedestrian and vehicular routes are populated with robust and dense evergreen species to reduce the likelihood of trampling. Evergreen species are positioned throughout the planting beds to ensure that foliage and ground cover is present throughout the year. 30 P a g e

31 9.0 Conclusion This Design & Access statement along with the accompanying application drawings and other supporting information clearly demonstrates how the stated development proposals have carefully considered all aspects of the design process in respect of Use, Amount, Layout, Scale, Appearance, Access and Landscaping, which collectively aim to illustrate the thought process involved in the design. 31 P a g e