We have a problem where I work: everyone keeps staring out of the window. But it’s no surprise why. Ten years ago, we would have been looking across at the motoring metropolis that was the MG Rover plant at Longbridge, Birmingham. Now, in a time-lapse photography kind of way, we gaze at the birth of a brand-new town, already employing 3,700 people. There’s a college and plenty of office and residential accommodation being built, but retail and leisure sits at the town’s heart. However, creating an occupier-friendly environment has been no easy ride.
Retailers and leisure companies continue to have a challenging time, so caution prevails. It means they are pickier, and have a stronger negotiating position. This meant we had a major challenge on our hands when the planners called for a proper town centre at Longbridge, one with units aligned along a traditional high street, complete with discrete parking.
The problem we faced is that retailers are drawn to retail parks, with their strong connections, easy servicing and larger units facing surface car parks. Deviating too far from this makes it difficult to attract quality retailers. Meanwhile, as developers, we have a commercial objective to achieve decent lease terms and, longer term, create a destination that’s attractive to potential institutional owners.
With much determination, we have managed to create an environment to keep everyone happy. Now Marks & Spencer anchors the development, with an enormous 150,000 sq ft store, transport links and surface-level parking. But take a look at the rest: a proper high street lined with coffee shops, a deli and A1 retail.
Add to that a four-acre park with restaurants dotted around the outside and that all-important planner-friendly discrete parking.
With its college, offices, residential and other local services too, Longbridge is the epitome of mixed use. It has not been easy, but retail and leisure have acted as the killer draw. St Modwen loved it so much, we moved our head offices there. That’s why you’ll have to excuse our staring next time you’re sipping your latte at Longbridge.
Mark Watkins is senior development manager at St Modwen
