Southend-on-Sea Borough Council

Southend Central Area Action Plan (SCAAP) - February 2018

Appendix 8: Marketing Evidence

This appendix sets out requirements for applicants to produce evidence to demonstrate that A1 retail premises are no longer in demand, viable or suitable for their continued permanent authorised use.

The Council may seek independent advice, funded by the applicant at a reasonable cost, to test the veracity of any marketing exercise. This verification will assess the accuracy and robustness of the matters listed below.

In respect to Policy DS1.4(a) vacant units could include units occupied for temporary or 'flexible' uses, permitted through a temporary planning permission or under permitted development rights.

PART A - Marketing

In relation to Policy DS1.4 the following details will be used to assess the acceptability, or otherwise, of the information submitted and any marketing undertaken.

Marketing evidence requires demonstration of an active marketing campaign for a continuous 2 year period, whilst the premises were vacant*, which has shown to be unsuccessful.

Marketing must be through a commercial agent at a price that genuinely reflects the market value of the lawful use. It must be shown to the council's satisfaction that marketing has been unsuccessful for all relevant floorspace proposed to be lost through redevelopment or Change of Use.

Active marketing should include all of the following:

  1. A visible advertisement board posted in a prominent location on site, including relevant contact information (subject to advertising consent, if required);
  2. Registration of property with at least one commercial property agent and continuously advertised on the agent's website;
  3. Property details and information available to enquirers on request;
  4. Property marketed at a reasonable price reflecting market conditions, including in relation to use, condition, quality and location of the premises/ site;
  5. Property marketed for the appropriate use or uses as defined by the relevant planning policy.

Sufficient detailed information is required to be submitted alongside any planning application to demonstrate compliance with the above criteria.

Additionally, information should be submitted regarding:

  1. the number and details of enquiries received;
  2. the number of viewings;
  3. the number, type, proposed uses and value of offers received;
  4. reasons for refusal of any offer received, and/or reasons why any offers fell through;
  5. the asking price and/or rent that the site or property has been offered at, including a professional valuation from at least three agents to confirm that this is reasonable;
  6. the length of marketing period, including dates, and
  7. the length of the vacancy period.

*-vacant units could include units occupied for 'meanwhile uses' or temporary uses, permitted through a temporary planning permission or under permitted development right

For instructions on how to use the system and make comments, please see our help guide.
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