(8) Policy PA1: High Street Policy Area Development Principles

1. The High Street forms part of the Primary Shopping Area. The Council will support retail and Town Centre uses that contribute to the vitality and viability of the centre in accordance with Policy DS1.

2. Development proposals that would assist delivery of the following will be supported in principle:

1. a net increase in dwellings, including live-work units, above existing or new commercial development, where appropriate;
2. the conservation and restoration of historic shopfronts (including frontages of townscape merit) in line with Policy DM5 of the Development Management Document;
3. mixed-use development with active ground floor frontages;
4. the provision of active frontage on the southern façade of The Royals Shopping Centre;
5. the introduction of additional A3 cafes and restaurants, subject to the provisions of Policy DS1: A Prosperous Retail Centre
6. energy efficiency, as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy.

3. The Council will seek to conserve existing landmarks and landmark buildings and ensure new development respects their views, setting and character, in line with Policy DS2: Key Views and Policy DS3: Landmarks and Landmark Buildings.

4. In order to enhance the High Street experience, the following public realm improvements will be promoted as development opportunities arise, addressing the principles of the Streetscape Manual where applicable:

1. transforming and enhancing the existing public space at Victoria Circus, enabling flexibility in its design and layout for public events;
2. encourage visually active frontages, through public art, green walls, and architectural fenestration  to buildings on Queensway dual carriage way;
3. enhancing the public space to the High Street either side of the railway bridge, including a creative lighting scheme;
4. further connect the Town Centre to the Central Seafront Policy Area:
   1. by a series of multi-level public spaces, including an upper level public piazza (as referred to in Policy Area CS1.10.b);
   2. through improved signage and public art provision;
5. maintain and improve the High Street as public space for pedestrians by providing quality landscapes and streetscapes, pursuing urban greening projects, including improved landscaping, green walls and roofs, tree planting, improved lighting and integrated signage, in order to create an attractive, coordinated public realm with opportunities for outside seating areas to cafes/restaurants to enliven the streetscene;
6. pedestrianisation and enhancement of a number of the High Street's inter-linking access ('stub') roads, supporting access to car parks, green space, retail and surrounding neighbourhoods;
7. at key junction points, create a strong public realm to emphasise the intersection of east–west routes.

(3) Policy PA2: London Road Policy Area Development Principles

1. The Council, through its role in determining planning applications and other initiatives, will:

1. promote Town Centre uses that deliver the aims for the Policy Area and support the vitality and viability of the town centre, including leisure, retail floorspace, cafes/restaurants, office and residential (to upper floors);
2. encourage visually active frontages, through public art, green walls, and architectural fenestration to buildings on Queensway dual carriage way;
3. support development proposals that promote the provision of a street market on a new pedestrianised length of London Road, which connects well with the High Street;
4. support the provision of additional Higher and Further Education facilities based on an assessment of the expansion needs of the University of Essex and South Essex College;
5. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy;
6. seek to ensure that new development respects the views, setting and character of landmark buildings located near to the Policy Area, in line with Policy DS3: Landmarks and Landmark Buildings.

2. The Council will promote the following access and public realm improvements,   addressing the principles of the Streetscape Manual where applicable:

1. pedestrianisation of the eastern end of the London Road, linking with the pedestrianised  High Street, to provide an attractive, coordinated public realm with opportunities for outside seating areas to cafes/restaurants to enliven the streetscene, with priority also given to cyclists;
2. relocation of taxi facilities to west of College Way on London Road, its location and facilities to be determined in consultation with taxi providers;
3. short and direct access maintained to the University Car Park, College Way, via London Road;
4. junction improvements at Queensway dual carriageway / London Road to improve pedestrian and cycle crossing;
5. provision for new/ improved pedestrian/ cycle priority link as identified on the Policies Map;
6. pursue urban greening projects including improved landscaping, green walls and roofs, and tree planting, with new/ improved open space at Queensway dual carriageway;
7. seek provision of public art and integrated signage that combine with more traditional signage to signal entry to the Town Centre from Victoria Gateway and facilitate clear way-finding to improve legibility and pedestrian access, together with further improvements to the public realm and accessibility as part of the Victoria Gateway public realm improvement scheme.

Policy PA3: Elmer Square Policy Area Development Principles

1. The Council, through its role in determining planning applications and other initiatives, will:

1. promote educational and supporting uses that deliver the aims of the Policy Area;
2. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy.
3. seek to conserve existing landmark buildings and ensure new development respects views to and from them, their setting and character, in line with Policy DS3: Landmarks and Landmark Buildings.

2. Planning applications for new student accommodation should be accompanied by a long term management and maintenance plan, to ensure the development has a positive impact on local amenity and the local environment for the lifetime of its use.

3. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

a. creation of new shared space along Queens Road between Elmer Avenue and the High Street;

b. provision for new/ improved pedestrian/ cycle priority link as identified on the Policies Map;

c. provision of public art and integrated signage and artwork to building elevations that combine with more traditional signage to signal entry to the Town Centre, the High Street  and Southend Central Railway Station, where appropriate, and enable clear way-finding;

d. pursue urban greening projects  including improved landscaping, green walls and roofs, and tree planting.

4. The following Opportunity Site, as identified on the Policies Map, is allocated primarily for educational use (Use Class D1):

*Planning Status as of April 2016. NA = New Allocation

i. Within Opportunity Site (PA3.1): Elmer Square Phase 2, planning permission will be granted for educational and supporting uses, such as commercial studios and workspace and cafes/ restaurants to complement Phase 1 and to further reinforce Elmer Square as the heart of the learning hub.

ii. Opportunities to improve the visual appearance of the rear of buildings on the High Street that front onto the public space, and associated public realm enhancements including surfacing, lighting, landscaping and the continued provision of high quality outside public space to complement Phase 1 will also be promoted within Opportunity Site PA3.1. Efforts to further connect this area and create new vistas with the high street area will be encouraged.

(2) Policy PA4 : Queensway Policy Area Development Principles

1. The Council, through its role in determining planning applications, masterplanning, and other initiatives, will:

1. promote residential and supporting uses that deliver the aims for the Policy Area;
2. support well-designed, sustainable buildings appropriate to the location in terms of use, scale, massing and detailed design and contribute positively to successful place making;
3. ensure that development will not result in a net loss of affordable housing provision, which includes the re-provision of social housing, as part of the regeneration of the area;
4. support proposals for well-designed refurbishment or redevelopment of retail and commercial frontages to Southchurch Road, that are compatible with the Secondary Shopping Frontage designations;
5. promote the provision of new social and community infrastructure, which may include facilities such as community centres and clubs, doctor and dental surgeries, and nurseries and childcare provision;
6. support new commercial development and community uses that provide activity to ground floor including offices to upper floors, along Essex Street and Chichester Road where they contribute to the aims for the policy area;
7. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy;
8. ensure that new development respects the views, setting and character of all designated and non-designated heritage assets, including listed and locally listed buildings in line with Policy DM5 of the Development Management Document, and landmark buildings located near to the Policy Area, in line with Policy DS2: Key Views and Policy DS3: Landmarks and Landmark Buildings.

2. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

1. improvements to the streetscape at Chichester Road opposite Victoria Shopping Centre to enhance the setting of new and existing buildings and improve the pedestrian experience, including improved pedestrian crossing points;
2. improve connectivity and legibility to aid way finding and create a high quality pedestrian and cycling environment, enhancing links with the High Street, Elmer Square, Warrior Square, Victoria Station, Victoria and Sutton Gateway Neighbourhood Policy Areas;
3. provision of public art to enhance the urban environment, particularly to the Queensway carriageway frontage and at the junction with Sutton Road;
4. provision for new/ improved pedestrian/ cycle priority link as identified on the Policies Map, together with improved crossings and gateway improvements at the Queensway/Sutton Road Junction, Queensway/Short Street/Chichester Road junction in association with capacity requirements for development on the Better Queensway Opportunity Site (PA4.1);
5. Urban Greening, including improved landscaping, green walls and roofs, and tree planting and establish the Queensway Urban Park, which sensitively addresses and enhances the setting of Porters and All Saints Church, and links well with Warrior Square Policy Area;

3. The following Opportunity Site, as identified on the Policies Map, is considered suitable primarily for residential development, supported by social and community uses and retail provision:

*Planning Status as of April 2016. NA = New Allocation

**Half of site assumed to be delivered during SCAAP plan period (i.e. by 2021)

i. Within Opportunity Site (PA4.1): 'Better Queensway' Project, planning permission will be granted for comprehensive redevelopment of this site to transform it into a modern social housing-led development with supporting community and secondary town centre uses set within an enhanced local environment. The development will:

1. re-establish the historic urban grain of the area;
2. fully integrate with the surrounding area through the provision of pedestrian and cycle routes to improve access and linkages;
3. incorporate climate change mitigation and sustainability measures;
4. provide for comprehensive landscaping through the creation of linked public green space and the Queensway Urban Park;
5. provide for new/improved open space fronting Chichester Road and at Coleman Street;
6. provide for a comprehensive drainage system.

Policy PA5 : Warrior Square Policy Area Development Principles

1. The Council, through its role in determining planning applications and other initiatives, will:

1. promote residential-led mixed-use development that re-establishes the urban grain and delivers the aims for the Policy Area, with active ground floor uses, including new community infrastructure such as doctor and dental surgeries, on Chichester Road with residential and offices above;
2. conserve and enhance Warrior Square Conservation Area and its setting;
3. reinforce the residential nature of Warrior Square East and Whitegate Road (east);
4. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy.
5. seek to ensure that new development respects the views, setting and character of landmark buildings located near to the Policy Area, in line with Policy DS3: Landmarks and Landmark Buildings.

2. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

a. maintain the environmental and design quality of Warrior Square Gardens and promote future public realm improvements and open space that respect and engage with the Gardens;

b. provision for new/ improved pedestrian/ cycle priority link, as identified on the

  Policies Map, improving the access and linkages between Warrior Square Policy Area and Queensway, and appropriate crossing and footway improvements on Chichester Road as well as tree planting and other enhancements to the urban environment;

c. environmental improvements to Queensway dual carriageway including planting to    establish links to Queensway Urban Park and useable green spaces where appropriate;

d. a restriction in the provision of hard landscaping, encouraging opportunities for soft landscaping to complement the character of the Gardens and assist drainage;

e. public Art provision to buildings, public and private spaces.

f. pursue urban greening projects, including improved landscaping, green walls and  roofs, and tree planting.

(4) Policy PA6: Clifftown Policy Area Development Principles

1. The Council, through its role in determining planning applications and other initiatives, will:

1. promote independent small-scale retail, boutiques, cafés, restaurants, bars and small studio style workshops to create an area with a strong cultural identity together with residential uses above ground floor level to reinforce the fine grain historic street pattern and character;
2. ensure that all development proposals affecting all designated and non-designated heritage assets, including Conservation Areas, listed and locally listed buildings conserve and enhance these buildings and their settings in line with Policy DM5 of the Development Management Document;
3. require all development proposals, including replacement shopfronts, that impact upon 'Frontages of Townscape Merit' to have regard to the preservation and restoration of features  which contribute to the special character of their frontage, in line with Development Management Policy DM5 (Historic Environment);
4. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy;
5. seek to conserve existing landmarks and landmark buildings and ensure new development respects views to and from them, their setting and character, in line with Policy DS2: Key Views and Policy DS3: Landmarks and Landmark Buildings.

2. The Council will pursue the upgrading and enhancement of this area with private sector land and property owners and developers by supporting applications that:

a. regenerate the forecourt and entrance to Southend Central Railway Station as a  signature public space designed in a way that respects the setting of the locally listed station building;

b. redevelop Central House for new larger retail units with frontage on the High Street and Clifftown Road and office/residential development above. There is potential for a landmark building in this location and new public realm opportunities at the shared space/forecourt with Southend Central Railway Station;

c. regenerate the site of the Empire Theatre with uses that contribute to the Policy Area's aim, including cultural uses such as galleries and performance space, particularly at ground floor to create an active frontage.

3.  The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

a. seek a reduction in general vehicle circulation in residential streets by securing the most direct route to and out of the car parks at Alexandra Street and Clarence Road, and improving the quality of the public realm and cycle routes;

b. streetscape and landscape design improvements, including urban greening and tree planting and improved way-finding signage, to create well lit walking circuits through Clifftown from a newly created public plaza at Southend Central Railway Station/ Central House, to Cliff Gardens and Pier Hill, facilitating better pedestrian access to the High Street;

c. seek an improvement of soft landscaping and open space provision within the area;

e. public art provision to buildings, public and private spaces.

(8) Policy PA7: Tylers Policy Area Development Principles

1. The Council, through its role in determining planning applications, masterplanning and other initiatives, will:

1. promote mixed-use development that delivers the aims for the Policy Area, which may include a new public transport interchange as part of the Tylers opportunity site;
2. seek active frontages at ground floor on Chichester Road and York Road;
3. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy.

2. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

a.  creation of a new public space in the location of the existing travel centre subject to this use relocating to the Tylers Opportunity Site, to provide enhanced connectivity to the Central Seafront and High Street Policy Areas;

b. provision for new/ improved pedestrian/ cycle priority link as identified on the Policies Map, including appropriate crossings on Queensway dual carriageway and Chichester Road and improved linkages and access to the seafront;

c. consider a 'Home Zone' style approach for the residential streets of Quebec Avenue, Portland Avenue, Baltic Avenue and Heygate Avenue including landscaping, tree planting, cycle parking and surface improvements.

d. facilitate better pedestrian access  to the High Street and Southend Central railway station;

e. promote environmental improvements to Queensway dual carriageway including: crossing points to neighbouring residential areas; the removal of guardrails as appropriate; enhancing areas of landscaping and tree planting; and appropriately sited street furniture;

f. junction improvements at Queensway dual carriageway/Seaway/Chancellor Road to enhance access to the Central Seafront Area;

g. public art provision to buildings and public spaces.

3   The following Opportunity Site, as identified on the Policies Map, is allocated for mixed-use development primarily comprising of residential and retail:

*Planning Status as of April 2016. NA = New Allocation

i. Within Opportunity Site (PA7.1): Tylers Avenue, planning permission will be granted for well-designed, sustainable buildings that provide a mix of uses compatible with the area, including active ground floor retail uses that connect well with the High Street and front Chichester Road, with residential uses and the potential for offices to upper floors;

ii. Any development of the Opportunity Site should address a need for replacement car parking provision in line with Policy DS5: Transport, Access and Public Realm, identifying how any displaced parking needs are to be met on the site or in this part of the town centre and explore the potential for relocating the travel centre on the northern extent of the site where applicable to provide for enhanced passenger transport facilities and improved pedestrian connectivity to the town centre and central railway station;

iii. Any development should incorporate a building design, form and massing that provides for a permeable environment that is pedestrian and cycle friendly, takes into account its setting and the proximity of neighbouring properties, with improved linkages to the High Street, Central Seafront Policy Area via St John's Church and Opportunity Site CS1.2: Seaways, with all servicing and deliveries from Chichester Road.

iv. The Council will encourage the application of masterplanning to guide development on this Opportunity Site.

(34) Policy CS1: Central Seafront Policy Area Development Principles

1. The Council through its role in determining planning decisions and other initiatives will:

1. consider favourably proposals which enhance or diversify the range of arts, culture, entertainment, tourism, leisure and recreational facilities, subject to an assessment of the scale, character, location and impact of the proposal on existing facilities and environmental designations, including protected green space;
2. promote the provision of hotels and visitor accommodation, subject to satisfactory access and parking provision;
3. secure high quality and sustainable redevelopment of poor quality, vacant or underused sites and buildings to improve the local townscape, including provision of active ground floor frontages to add to the vibrancy and vitality of the streetscene;
4. ensure that all development proposals affecting all designated and non-designated heritage assets, including Conservation Areas, listed and locally listed buildings, conserve and enhance these buildings and their settings in line with Policy DM5 of the Development Management Document;
5. ensure that all future sea defences and flood mitigation measures integrate seamlessly with the public realm;
6. seek to maintain foreshore views by restricting development south of the sea wall. Any proposed use will also have to be water compatible as defined in the Planning Practice Guidance;
7. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy;
8. seek to conserve existing landmarks and landmark buildings and ensure new development respects views to and from them, their setting and character, in line with Policy DS2: Key Views andPolicy DS3: Landmarks and Landmark Buildings.
9. require all development within the Central Seafront Policy Area to:

1. have regard to Policy DS4 in order to manage and mitigate against flood risk;
2. safeguard, and where appropriate, enhance the biodiversity of the foreshore and respect the European designations in line with Policy CS2: Nature Conservation and Biodiversity

2. There is potential for archaeological deposits within the area of Southend Cliffs and Seaway Car Park and as such developers should have regard to Policy DM5 – Southend-on-Sea's Historic Environment of the Development Management Document.

3. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

1. emphasise landmarks and landmark buildings (Policy DS3), orientation points, views and vistas, and improve accessibility between the seafront and town centre;
2. create a well-defined piazza area at the southern end of the High Street between The Royals, The Palace Hotel and Pier Hill and encourage new and existing uses to provide active frontages to face onto this space;
3. preservation and integration of the open spaces of the seafront and foreshore with the 'green grid'  to create a series of linked, functional green spaces to relieve pressure on the seafront;
4. use creative lighting and public art to strengthen identity and connectivity;
5. remove unnecessary street furniture and improve and rationalise signage, with particular focus on public realm adjacent to listed and locally listed buildings and Conservation Areas, in particular around The Kursaal;
6. provision of a more permeable boundary to Adventure Island to provide views in and through the site;
7. implement a rolling programme of improvements to the promenade and public spaces (further developing the City Beach scheme at Eastern Esplanade) and incorporating flood mitigation measures, such as SuDS;
8. junction improvements at Queensway/Seaways/Chancellor Road;
9. provision for new/ improved pedestrian/ cycle priority link as identified on the Policies Map;
10. pursue urban greening and provide additional seating, tree planting and landscaping, as well as enhanced links between neighbouring Policy Areas;
11. upgrade the Cliffs Pavilion outdoor space and improve its connection to the Cliffs;
12. improve traffic management with the aid of VMS and improved signage, parking, including taxi rank and coach drop off provision, and walking and cycling, including SUSTRANS route;
13. improvements to the Sealife Centre through redesign or redevelopment;
14. regeneration of redundant lavatories and the crazy golf site for kiosks or other small-scale seaside businesses;
15. explore development of a Seafront lido or new lagoon to compliment the seafront leisure offer.

4. The following Opportunity Sites, as identified on the Policies Map, are considered suitable for development for mixed-use purposes within the Central Seafront Policy Area:

*Planning Status as of April 2016. NA = New Allocation. NS = Not started with full planning permission

i. Opportunity Site (CS1.1): Southend Pier, the Council will pursue with private sector partners and through other initiatives, sensitive redevelopment at both ends of the pier to provide a mix of cultural and leisure uses during the day and in the evening, including uses such as: cafes, restaurants, shops, events, and small scale moorings; deckchairs, telescopes, seating, cycle parking and improved pedestrian signage; facilities for traditional activities such as angling; creative lighting; and sensitively sited renewable technologies, where appropriate. 

ii. Opportunity Site (CS1.2): Seaways, the Council will pursue with private sector partners, landowners and developers a high quality, mixed use development including the provision of leisure, cultural and tourism attractions, which may include: restaurants, cinema, gallery, hotel, public and private open spaces, and vehicle and cycle parking. The potential for residential development may also be explored. Design and layout solutions should allow for:

a. remodelling of the urban form to create a north-south axis on the Seaway site, providing a clear sight-line from Queensway dual carriageway to the sea;

b. a stronger relationship with the Town Centre through the provision of safe and legible pedestrian and cycle routes;

c. opportunities for a new link to Marine Parade from the Seaway site designed around 'Spanish Steps' and in doing so ensure that development does not prejudice its future delivery as a new link between the seafront and town centre;

d. addressing the need for replacement car parking provision in line with Policy DS5: Transport, Access and Public Realm;

e. active frontages to all new and existing streets and spaces;

f. a palette of good quality materials to reflect the vibrancy and colour of the seaside;

g. relocation of a coach-drop off point within the site. The relocation of coach parking bays may be provided either on or off-site or a combination of both, provided off-site provision is well connected to the Seaway site and would not significantly adversely impact the local transport network;

h. urban greening projects, including the creation of new public and private green space within new development;

i. innovative design which allows the site to take advantage of the elevation and creates a legible environment with views of the estuary, respecting the amenity of neighbouring residential uses;

j. the provision of appropriate seating, signage and way-finding aids to improve connectivity to the Town Centre, Seafront and Opportunity Site CS1.3: Marine Plaza.

iii. Opportunity Site (CS1.3): Marine Plaza, , the Council will support the comprehensive redevelopment of the site for high quality/ iconic residential development with complimentary leisure and supporting uses that create activity at ground floor fronting Marine Parade, incorporating areas of public open space into the site which take advantage of views of the seafront and estuary. The provision of appropriate seating, signage and way-finding aids to improve connectivity to the seafront and town centre, including links to Opportunity Site CS1.2: Seaways, will also be promoted.

iv. Opportunity Site (CS1.4): New Southend Museum, the Council will promote the development of an exemplary, sustainable building that includes the new Southend Museum, gallery space, planetarium, conference/events spaces, and associated café/restaurant, together with public car and cycle parking and the creation of high quality green space, including amphitheatre within the cliffs, seating and good signage, linked to the High Street and Central Seafront via Cliff Gardens, Prittlewell Square and the wider Clifftown Policy Area. The design of new development will need to retain the open feel of this area and ensure that new planting includes native species and increases biodiversity in the area.  Vehicular access should ensure that the primary road network, i.e. via Western Esplanade, is used to access the development and any new parking facilities.

(5) Policy CS2: Nature Conservation and Biodiversity

1. The Council will:

1. Ensure that all development proposals within the Central Seafront Area are accompanied by a Habitats Regulations Assessment and associated documentation to ensure there will be no adverse effect on the European and International foreshore designations (SPA and Ramsar) either alone or in combination with other plans or projects;
2. Not permit development proposals that will have an adverse impact, either directly or indirectly, on the foreshore designations;
3. In exceptional circumstances make exceptions for development proposals on a Site of Special Scientific Interest (SSSI), only if it can be demonstrated that:
   1. there are no alternative solutions; and
   2. the reasons for the development clearly outweigh the nature conservation value of the site and is in the public interest;
4. Apply planning conditions or legal obligations to secure the protection, conservation and enhancement of a Site of Special Scientific Interest (SSSI) from any harmful impacts arising from the development;
5. Integrate the seafront and foreshore open space within a broader Southend 'green grid' of linked and functional green space to relieve visitor pressure on the seafront, and protect the sensitivities of the biodiversity interest. Areas of new/ improved public open space will be particularly promoted at Pier Hill, Seaways, Marine Parade and along Eastern Esplanade;
6. Consider favourably the development of a high quality visitor facility close to the foreshore which will assist with interpretation of the natural habitat in the area, providing visitors a better understanding of the ecosystems and local biodiversity.

(2) Policy CS3: The Waterfront

1.The Council, with private sector partners and through the exercise of its planning powers and other initiatives will:

a. promote the beach, foreshore and Estuary for appropriate cultural, leisure and tourism activities, including the maintenance and enhancement of facilities for:

1. seafront, beach and water-based recreation activities and attractions including tidal paddling pools;
2. marine and boat users, including moorings, support facilities (wharfs, jetties, landing stages and slipways), club facilities and information.

b. continue to maintain the quality and cleanliness of the beach and foreshore experience, including:

1. pursuing a rolling programme of co-ordinated public realm improvements to the promenade;
2. integrating the protection and interpretation of biodiversity interests, heritage assets and landscape features, including views across the Estuary, into the overall visitor experience through:

01. provision of information boards/facilities including making increasing use of mobile phone and digital technology;

02. themed walking and cycling signed routes, and links to a broader borough-wide network.

2. Proposals for waterfront development within the Central Seafront Area and improved facilities will need to demonstrate that there will be no unacceptable impact upon navigation, biodiversity, flood risk or the special character and designations of the area.

(6) Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles

1. The Council, through its role in determining planning applications and other initiatives, will:

1. look favourably on high quality developments and schemes which can demonstrate that they will contribute to the transformation of this area into a vibrant community, which is integrated with the surrounding neighbourhood and set within a remodelled built form of a quality that befits this key gateway to the Town Centre;
2. ensure all development within and adjacent to Prittlewell Conservation Area, seeks to conserve and enhance the heritage assets and repair gaps in the frontage along Victoria Avenue, realising the potential of the backland area to the rear of Victoria Avenue (west side 255-289) as a 'Lanes' style development, promoting specialist and independent industries, associated small scale businesses and ancillary residential units;
3. consider the provision of additional education facilities based on an assessment of expansion needs when and where appropriate development opportunities arise;
4. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy;
5. use its enforcement and other powers to reduce the damage to amenities and the environment resulting from long term vacant and derelict land and buildings;
6. promote the provision of easily accessible new social and community infrastructure, such as doctor and dental surgeries, nurseries and community hubs;
7. promote enhanced cultural facilities to complement the Beecroft Centre, the Central Museum Building and the former Water Board site on North Road;
8. ensure that housing development including mix and tenure is delivered in line with Development Management Policy DM7 – Dwelling Mix, Size and Type;
9. seek to conserve existing landmark buildings and ensure new development respects views to and from them, their setting and character, in line with Policy DS3: Landmarks and Landmark Buildings.

2. There is potential for archaeological deposits within the area of Nazareth House and Roots Hall and as such developers should have regard to Policy DM5 – Southend-on-Sea's Historic Environment of the Development Management Document.

3. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual SPD and any future masterplan for the area where applicable:

a. a priority public transport route linking Southend Central Area with London Southend Airport and adjacent development areas;

b. appropriate enhancements to North Road, including new civic space at the junction with Chelmsford Avenue, to improve the residential environment, provide for walking and cycling, and improve linkages to West Street local shopping centre, and cultural and community facilities on North Road, including Prittlewell Chapel;

c. public realm improvements to the Victoria Avenue service road in association with development proposals within Opportunity Site PA8.1;

d. public art provision to buildings, public and private spaces;

e. full integration with the surrounding area through the provision of pedestrian and cycling routes, to improve access and linkages. Provision for mixed mode - pedestrian and cycle priority route along Victoria Avenue between Queensway dual carriageway and Harcourt Avenue;

f. urban greening projects linked to the green grid, including planting and the creation of new public and private green space within new development;

g. enhancement of the existing Civic Space (including the Holocaust Memorial) on the east side of Victoria Avenue between the Civic Centre and Law Courts, and its integration with the broader area;

h. Junction improvements at along Victoria Avenue at Fairfax Drive, East Street/ West Street, Carnarvon Road and Great Eastern Avenue and provide an enhanced public realm complemented by soft landscaping and planting.

4. The following Opportunity Sites, as identified on the Policies Map, are considered suitable for mixed-use residential development:

*Planning Status as of April 2016. NA = New Allocation.

**Just sites with planning permission or prior approval (662 dwellings) assumed to be delivered during the SCAAP plan period (i.e. by 2021)

*** Half of site assumed to be delivered during SCAAP plan period (i.e. by 2021)

i. Within Opportunity Site (PA8.1): Victoria Avenue Office Area, planning permission will be granted for  comprehensive redevelopment of this site, or incremental development within the area, to transform it into a sustainable mixed use community with high quality developments, this will include:

1. an acceptable mix of uses focussed on residential uses to upper floors and small scale flexible office accommodation complemented by local convenience retail uses, leisure (cafes and bars) and community facilities to ground floors;
2. full integration with the surrounding area through the provision of pedestrian and cycling routes, to improve access and linkages;
3. limited strategic locations for taller buildings;
4. urban greening projects, including:

01. the use of green walls and roof gardens;

02. comprehensive landscaping;

03. the creation of a series of linked public green space within the area linked to a wider network of parks and gardens;

04. a comprehensive sustainable drainage system;

5. pursue, as appropriate, a full range of measures to enable delivery of the site, including Compulsory Purchase powers, application of masterplanning techniques to guide comprehensive redevelopment, partnership working with private sector landowners and developers;
6. in the event of incremental redevelopment of individual sites, the Council will require each development site to demonstrate how it meets the policy criteria and development principles set out above and accords with any future masterplan related to the opportunity site;
7. the grade II listed old museum building will be conserved and its setting enhanced as part of the proposals for the policy area.

ii. Within Opportunity Site (PA8.2): Baxter Avenue the Council will promote the regeneration of the site for high quality mixed tenure residential development, including sheltered and additional affordable housing. Any scheme should incorporate amenity open space, urban greening and sustainability measures as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues.

(6) Policy PA9: Sutton Gateway Neighbourhood Policy Area Development Principles

1. The Council, with private sector partners, through the determination of planning applications and other initiatives will:

1. maintain and promote Grainger Road and Short Street Employment Growth Areas as locations for increased employment floorspace in line with Development Management Policy DM11 – Employment Areas;
2. promote energy efficiency as appropriate, including opportunity for decentralised energy supply, and the retrofit of existing development in line with local policy;
3. consider the provision of additional education facilities based on an assessment of expansion needs when and where appropriate development opportunities arise;
4. seek to ensure that new development respects the views, setting and character of landmark buildings located near to the Policy Area, in line with Policy DS3: Landmarks and Landmark Buildings.

2. The Council will promote the following access and public realm improvements, addressing the principles of the Streetscape Manual where applicable:

a. appropriate enhancements to Sutton Road to uplift the residential environment and enhance provisions for walking and cycling;

b. facilitate better pedestrian and cycle access along the length of Short Street, enhancing connections between East Street and Queensway dual carriage-way;

c. streetscape and landscape design improvements, including urban greening and tree planting;

d. public art provision to buildings, public and private spaces.

3. The following Opportunity Sites, as identified on the Policies Map, are considered suitable for redevelopment:

*Planning Status as of April 2016. NA = New Allocation

**Just sites with planning permission or prior approval (92 dwellings) assumed to be delivered during the SCAAP plan period (i.e. by 2021)

i. Within Opportunity Site (PA9.1): Sutton Road, the Council will support the redevelopment of this area for high quality housing and community facilities. The Council will require the building design, form and massing to:

a. have regard to residential buildings on the opposite side of Sutton Road and contribute positively to repairing the street scene and urban grain in this area;

b. include enhancements to the public realm to create a coordinated, sustainable palette of materials and furniture in accordance with the Streetscape Manual.

ii. Within Opportunity Site (PA9.2): Guildford Roadthe Council will support the redevelopment of this site to achieve a replacement convenience store fronting Sutton Road that enhances the Secondary Shopping offer of this locality together with new residential accommodation.  The façade of the current building fronting onto Sutton road must be retained and linked architecturally into any proposal. The scheme should also incorporate amenity open space, urban greening and sustainability measures. Site access will be via Guildford Road.

POLICY LINKAGES - SUTTON

Core Strategy DPD

Strategic Objectives: 2, 3, 4, 5, 6, 7, 9, 13, 14, 15, 17, 18

Policies:

KP1, KP2, KP3, CP1, CP3, CP4, CP6, CP7, CP8

Development Management DPD

Policies:

DM1, DM2, DM3, DM4, DM7, DM8, DM9, DM10, DM11, DM13, DM14, DM15

Southend Central AAP

Objectives: 1, 2, 3, 5, 6, 8, 9, 10

Policies:

DS4, DS5, PA2, PA4, PA8