Southend Central Area Action Plan (SCAAP) - Revised Proposed Submission 2016

Part B
1. To which part of the document does this representation relate?
Map 6: SCAAP Policy Areas and Opportunity Sites
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the identification of Opportunity Site PA8.2 (Baxter Avenue) falling with the Victoria Gateway Neighbourhood as indicated by Map 6 of the SCAAP.
The red line site boundary of Opportunity Site PA8.2, as depicted by Map 6, is a true and accurate reflection of the Baxter Avenue site within the ownership and control of GHA. The red-line boundary accords with the development vision and proposals prepared by Capita on behalf of GHA and discussed with Southend on Sea Borough Council Housing and Planning departments throughout 2016. GHA recognises the need for the Baxter Avenue development to take place within the context of the wider regeneration of the Victoria Gateway Neighbourhood, and with particular attention to the redevelopment of land immediately to the east of Baxter Avenue at Opportunity Site PA8.1 (Victoria Avenue). There are likely to be public realm and measures to be considered for improved access and connectivity between Opportunity Sites PA8.2 and PA8.1, as well as links to the town centre to the south and Southend Victoria railway station to the east.

The Aims set out in the Victoria Gateway Neighbourhood Policy Area have clear synergies with the development vision GHA have set out in the Baxter Avenue Urban Design Appraisal & Concept Masterplan, dated May 2016. GHA are keen to regenerate site PA8.2 and create an attractive and vibrant residential-led gateway to the town centre with high levels of accessibility, quality design features and a high standard of public realm.
GHA and GL Hearn (part of Capita) will continue to work collaboratively with the Council to ensure a joined up approach for the development of PA8.2 that will seek to work with the proposals submitted with the adjoining allocated site PA8.1. GHA are committed to delivering a site that is in accordance with the associated Policies relating to Map 6 - specifically the Victoria Gateway Neighbourhood Policy Area Development Principles.
Overall, identification of Opportunity Site PA8.2 within Map 6 is supported by GHA as this will allow for uplift in market, affordable and sheltered accommodation for at least 500 units, which supports the overall achievement of the Strategic Objectives and the Vision of the SCAAP. In addition, this minimum number should be stated to allow for a degree of flexibility to allow for changes in economic conditions.

Part B
1. To which part of the document does this representation relate?
Paragraph 28: Proposed Vision
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) is a major landowner within the Southend Central Area. GHA supports the Vision for Southend Central Area set out within the SCAAP.
GHA is particularly supportive of the Vision seeking to create a prosperous and thriving regional centre, being vibrant, safe and hospitable and an attractive, diverse place where people will want to live, as well as a place to work and visit.
GHA intends to deliver major regeneration at SCAAP Opportunity Site PA8.2 (Baxter Avenue), within the Victoria Gateway, which will contribute notably towards the SCAAP aim to transform the perception and image of Southend. Redevelopment of the Baxter Avenue site will deliver and achieve high quality development as well as social provision as a popular location for residents, as well as for businesses, students and visitors.
GHA has been, and remains, committed to working with Southend on Sea Borough Council to ensure that regeneration at the Baxter Avenue Opportunity Site contributes positively and effectively towards the SCAAP Proposed Vision.

Part B
1. To which part of the document does this representation relate?
Paragraph 29: Strategic Objectives
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the Strategic Objectives 1-11 set out within the SCAAP, and GHA agrees that the SCAAP Proposed Vision will be achieved by meeting Strategic Objectives 1-11.
GHA has a development vision to regenerate the SCAAP Opportunity Site PA8.2 (Baxter Avenue). Delivery of new homes and regeneration of the Baxter Avenue site will contribute to and adhere to each of the objectives as applicable, with particular relevance to the following Strategic Objectives:
1. Redevelopment of the Baxter Avenue site will contribute towards establishment of a wider range of homes, likely to include a mixture of affordable, market, shared ownership and new starter homes, as well as re-provision of sheltered accommodation;
2. The Baxter Avenue development will provide a high quality design delivering notable public realm improvements that respond positively towards and enhance the Victoria Gateway public realm;
3. The Baxter Avenue development will increase the number and diversity of people living within the Southend Central Area through delivery of at least 250 new homes in the SCAAP period. The new homes provided at Baxter Avenue will be modern, efficient and appealing to a wide range of people, including families with children;
7. Redevelopment of the Baxter Avenue site will provide notable improvements to accessibility in the area to ensure that local streets, public and green spaces are well-connected. The Baxter Avenue development will also provide a design and streetscape that encourages and improves opportunities for walking and cycling, with excellence connections to Southend Victoria railway, bus services and the town centre.

Part B
1. To which part of the document does this representation relate?
Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports Policy PA8: Victoria Gateway Neighbourhood Policy Area.
GHA supports, specifically, section (4) of Policy PA8 relating to Opportunity Site PA8.2 (Baxter Avenue). GHA has identified the Baxter Avenue site as contributing towards the GHA strategic objective to provide 1,000 new homes a year for the next 10 years. GHA owns site PA8.2 and has set out a development vision for redevelopment of the Baxter Avenue site for at least 500 dwellings. GHA together with GL Hearn (part of Capita) has worked closely and successfully with officers from Southend on Sea Borough Council's planning and housing departments throughout 2016. GHA has provide an 'Urban Design Appraisal & Concept Masterplan', dated May 2016, setting out a vision for redevelopment of the Baxter Avenue site to deliver more than 500 dwellings, together with open space/ communal gardens together with new and improved pedestrian and cycle connectivity and access. The Concept Masterplan identified that the site could accommodate 389 x 1 bed units and 223 x 2bed units, with 375 parking spaces.
Genesis Housing Association is now working with architects to prepare a scheme for public and stakeholder consultation and then for submission as a planning application.
GHA, together with GL Hearn (part of Capita) has carried out an initial assessment of the phased redevelopment of the Baxter Avenue site. In conclusion, GHA would progress phased demolition, decant of residents and phased construction of the new development to provide 250 dwellings prior to 2021. Subsequent phases of development, to be implemented after 2021 would be able to deliver at least 374 additional new homes i.e. the site has capacity to achieve at least 624 dwellings.
GHA supports the very specific wording at section (4) (ii) of Policy PA8.2, which states that:
"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 measure as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues".
It is submitted that further clarification could be made through the addition of wording to section (4) (ii) to make clear that Opportunity Site PA8.2 is expected to deliver at least 500 dwellings, 250 of which will be in the SCAAP period. This should also be provided with a degree of flexibility in delivery time-frames to allow for unforeseen changes in economic circumstances.
Policy PA8.2 section (4) (ii) is otherwise very closely aligned to the development vision for the Baxter Avenue site as set out by GHA and GL Hearn (part of Capita) within the Urban Design Appraisal & Concept Masterplan, dated May 2016 (copy enclosed for reference).
In conclusion, GHA endorses Policy PA8: Victoria Gateway, and specifically Policy PA8.2 section (4) (ii) relating to GHA land at Baxter Avenue. GHA intends to continue working closely with Southend on Sea Borough Council, as well as with local residents and stakeholders to ensure that a high quality mixed tenure residential scheme is brought forward and delivered at this key and highly sustainable site within the Southend Central Area.

Part B
1. To which part of the document does this representation relate?
Section 5.10: The Victoria Gateway Neighbourhood Policy Area.
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports section 5.10 which confirms the aims of regenerating Victoria Avenue and its surroundings. GHA recognises and supports the improvement of connections and accessibility within the Victoria Gateway area, to include the Baxter Avenue and Victoria Avenue Opportunity Sites. GHA has already entered into pre-application discussions with Planning and Design officers from Southend on Sea Borough Council to consider the potential measures to be applied within a redevelopment of the Baxter Avenue site to achieve a high standard of urban design, to include urban greening techniques, as well as measures to encourage and walking and cycling, notably to allow easy access to the town centre, employment area and public transport interchanges.
GHA supports and intends to deliver regeneration of the Opportunity Site PA8.2 (Baxter Avenue) to provide a high quality, mixed tenure residential development including social housing, additional sheltered and affordable housing, and market housing.

Part B
1. To which part of the document does this representation relate?
Map 6: SCAAP Policy Areas and Opportunity Sites
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the identification of Opportunity Site PA8.2 (Baxter Avenue) falling with the Victoria Gateway Neighbourhood as indicated by Map 6 of the SCAAP.
The red line site boundary of Opportunity Site PA8.2, as depicted by Map 6, is a true and accurate reflection of the Baxter Avenue site within the ownership and control of GHA. The red-line boundary accords with the development vision and proposals prepared by Capita on behalf of GHA and discussed with Southend on Sea Borough Council Housing and Planning departments throughout 2016. GHA recognises the need for the Baxter Avenue development to take place within the context of the wider regeneration of the Victoria Gateway Neighbourhood, and with particular attention to the redevelopment of land immediately to the east of Baxter Avenue at Opportunity Site PA8.1 (Victoria Avenue). There are likely to be public realm and measures to be considered for improved access and connectivity between Opportunity Sites PA8.2 and PA8.1, as well as links to the town centre to the south and Southend Victoria railway station to the east.

The Aims set out in the Victoria Gateway Neighbourhood Policy Area have clear synergies with the development vision GHA have set out in the Baxter Avenue Urban Design Appraisal & Concept Masterplan, dated May 2016. GHA are keen to regenerate site PA8.2 and create an attractive and vibrant residential-led gateway to the town centre with high levels of accessibility, quality design features and a high standard of public realm.
GHA and GL Hearn (part of Capita) will continue to work collaboratively with the Council to ensure a joined up approach for the development of PA8.2 that will seek to work with the proposals submitted with the adjoining allocated site PA8.1. GHA are committed to delivering a site that is in accordance with the associated Policies relating to Map 6 - specifically the Victoria Gateway Neighbourhood Policy Area Development Principles.
Overall, identification of Opportunity Site PA8.2 within Map 6 is supported by GHA as this will allow for uplift in market, affordable and sheltered accommodation for at least 500 units, which supports the overall achievement of the Strategic Objectives and the Vision of the SCAAP. In addition, this minimum number should be stated to allow for a degree of flexibility to allow for changes in economic conditions.

Part B
1. To which part of the document does this representation relate?
Paragraph 28: Proposed Vision
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) is a major landowner within the Southend Central Area. GHA supports the Vision for Southend Central Area set out within the SCAAP.
GHA is particularly supportive of the Vision seeking to create a prosperous and thriving regional centre, being vibrant, safe and hospitable and an attractive, diverse place where people will want to live, as well as a place to work and visit.
GHA intends to deliver major regeneration at SCAAP Opportunity Site PA8.2 (Baxter Avenue), within the Victoria Gateway, which will contribute notably towards the SCAAP aim to transform the perception and image of Southend. Redevelopment of the Baxter Avenue site will deliver and achieve high quality development as well as social provision as a popular location for residents, as well as for businesses, students and visitors.
GHA has been, and remains, committed to working with Southend on Sea Borough Council to ensure that regeneration at the Baxter Avenue Opportunity Site contributes positively and effectively towards the SCAAP Proposed Vision.

Part B
1. To which part of the document does this representation relate?
Paragraph 29: Strategic Objectives
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the Strategic Objectives 1-11 set out within the SCAAP, and GHA agrees that the SCAAP Proposed Vision will be achieved by meeting Strategic Objectives 1-11.
GHA has a development vision to regenerate the SCAAP Opportunity Site PA8.2 (Baxter Avenue). Delivery of new homes and regeneration of the Baxter Avenue site will contribute to and adhere to each of the objectives as applicable, with particular relevance to the following Strategic Objectives:
1. Redevelopment of the Baxter Avenue site will contribute towards establishment of a wider range of homes, likely to include a mixture of affordable, market, shared ownership and new starter homes, as well as re-provision of sheltered accommodation;
2. The Baxter Avenue development will provide a high quality design delivering notable public realm improvements that respond positively towards and enhance the Victoria Gateway public realm;
3. The Baxter Avenue development will increase the number and diversity of people living within the Southend Central Area through delivery of at least 250 new homes in the SCAAP period. The new homes provided at Baxter Avenue will be modern, efficient and appealing to a wide range of people, including families with children;
7. Redevelopment of the Baxter Avenue site will provide notable improvements to accessibility in the area to ensure that local streets, public and green spaces are well-connected. The Baxter Avenue development will also provide a design and streetscape that encourages and improves opportunities for walking and cycling, with excellence connections to Southend Victoria railway, bus services and the town centre.

Part B
1. To which part of the document does this representation relate?
Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports Policy PA8: Victoria Gateway Neighbourhood Policy Area.
GHA supports, specifically, section (4) of Policy PA8 relating to Opportunity Site PA8.2 (Baxter Avenue). GHA has identified the Baxter Avenue site as contributing towards the GHA strategic objective to provide 1,000 new homes a year for the next 10 years. GHA owns site PA8.2 and has set out a development vision for redevelopment of the Baxter Avenue site for at least 500 dwellings. GHA together with GL Hearn (part of Capita) has worked closely and successfully with officers from Southend on Sea Borough Council's planning and housing departments throughout 2016. GHA has provide an 'Urban Design Appraisal & Concept Masterplan', dated May 2016, setting out a vision for redevelopment of the Baxter Avenue site to deliver more than 500 dwellings, together with open space/ communal gardens together with new and improved pedestrian and cycle connectivity and access. The Concept Masterplan identified that the site could accommodate 389 x 1 bed units and 223 x 2bed units, with 375 parking spaces.
Genesis Housing Association is now working with architects to prepare a scheme for public and stakeholder consultation and then for submission as a planning application.
GHA, together with GL Hearn (part of Capita) has carried out an initial assessment of the phased redevelopment of the Baxter Avenue site. In conclusion, GHA would progress phased demolition, decant of residents and phased construction of the new development to provide 250 dwellings prior to 2021. Subsequent phases of development, to be implemented after 2021 would be able to deliver at least 374 additional new homes i.e. the site has capacity to achieve at least 624 dwellings.
GHA supports the very specific wording at section (4) (ii) of Policy PA8.2, which states that:
"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 measure as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues".
It is submitted that further clarification could be made through the addition of wording to section (4) (ii) to make clear that Opportunity Site PA8.2 is expected to deliver at least 500 dwellings, 250 of which will be in the SCAAP period. This should also be provided with a degree of flexibility in delivery time-frames to allow for unforeseen changes in economic circumstances.
Policy PA8.2 section (4) (ii) is otherwise very closely aligned to the development vision for the Baxter Avenue site as set out by GHA and GL Hearn (part of Capita) within the Urban Design Appraisal & Concept Masterplan, dated May 2016 (copy enclosed for reference).
In conclusion, GHA endorses Policy PA8: Victoria Gateway, and specifically Policy PA8.2 section (4) (ii) relating to GHA land at Baxter Avenue. GHA intends to continue working closely with Southend on Sea Borough Council, as well as with local residents and stakeholders to ensure that a high quality mixed tenure residential scheme is brought forward and delivered at this key and highly sustainable site within the Southend Central Area.

Part B
1. To which part of the document does this representation relate?
Section 5.10: The Victoria Gateway Neighbourhood Policy Area.
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports section 5.10 which confirms the aims of regenerating Victoria Avenue and its surroundings. GHA recognises and supports the improvement of connections and accessibility within the Victoria Gateway area, to include the Baxter Avenue and Victoria Avenue Opportunity Sites. GHA has already entered into pre-application discussions with Planning and Design officers from Southend on Sea Borough Council to consider the potential measures to be applied within a redevelopment of the Baxter Avenue site to achieve a high standard of urban design, to include urban greening techniques, as well as measures to encourage and walking and cycling, notably to allow easy access to the town centre, employment area and public transport interchanges.
GHA supports and intends to deliver regeneration of the Opportunity Site PA8.2 (Baxter Avenue) to provide a high quality, mixed tenure residential development including social housing, additional sheltered and affordable housing, and market housing.

Part B
1. To which part of the document does this representation relate?
Map 6: SCAAP Policy Areas and Opportunity Sites
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the identification of Opportunity Site PA8.2 (Baxter Avenue) falling with the Victoria Gateway Neighbourhood as indicated by Map 6 of the SCAAP.
The red line site boundary of Opportunity Site PA8.2, as depicted by Map 6, is a true and accurate reflection of the Baxter Avenue site within the ownership and control of GHA. The red-line boundary accords with the development vision and proposals prepared by Capita on behalf of GHA and discussed with Southend on Sea Borough Council Housing and Planning departments throughout 2016. GHA recognises the need for the Baxter Avenue development to take place within the context of the wider regeneration of the Victoria Gateway Neighbourhood, and with particular attention to the redevelopment of land immediately to the east of Baxter Avenue at Opportunity Site PA8.1 (Victoria Avenue). There are likely to be public realm and measures to be considered for improved access and connectivity between Opportunity Sites PA8.2 and PA8.1, as well as links to the town centre to the south and Southend Victoria railway station to the east.

The Aims set out in the Victoria Gateway Neighbourhood Policy Area have clear synergies with the development vision GHA have set out in the Baxter Avenue Urban Design Appraisal & Concept Masterplan, dated May 2016. GHA are keen to regenerate site PA8.2 and create an attractive and vibrant residential-led gateway to the town centre with high levels of accessibility, quality design features and a high standard of public realm.
GHA and GL Hearn (part of Capita) will continue to work collaboratively with the Council to ensure a joined up approach for the development of PA8.2 that will seek to work with the proposals submitted with the adjoining allocated site PA8.1. GHA are committed to delivering a site that is in accordance with the associated Policies relating to Map 6 - specifically the Victoria Gateway Neighbourhood Policy Area Development Principles.
Overall, identification of Opportunity Site PA8.2 within Map 6 is supported by GHA as this will allow for uplift in market, affordable and sheltered accommodation for at least 500 units, which supports the overall achievement of the Strategic Objectives and the Vision of the SCAAP. In addition, this minimum number should be stated to allow for a degree of flexibility to allow for changes in economic conditions.

Part B
1. To which part of the document does this representation relate?
Paragraph 28: Proposed Vision
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) is a major landowner within the Southend Central Area. GHA supports the Vision for Southend Central Area set out within the SCAAP.
GHA is particularly supportive of the Vision seeking to create a prosperous and thriving regional centre, being vibrant, safe and hospitable and an attractive, diverse place where people will want to live, as well as a place to work and visit.
GHA intends to deliver major regeneration at SCAAP Opportunity Site PA8.2 (Baxter Avenue), within the Victoria Gateway, which will contribute notably towards the SCAAP aim to transform the perception and image of Southend. Redevelopment of the Baxter Avenue site will deliver and achieve high quality development as well as social provision as a popular location for residents, as well as for businesses, students and visitors.
GHA has been, and remains, committed to working with Southend on Sea Borough Council to ensure that regeneration at the Baxter Avenue Opportunity Site contributes positively and effectively towards the SCAAP Proposed Vision.

Part B
1. To which part of the document does this representation relate?
Paragraph 29: Strategic Objectives
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the Strategic Objectives 1-11 set out within the SCAAP, and GHA agrees that the SCAAP Proposed Vision will be achieved by meeting Strategic Objectives 1-11.
GHA has a development vision to regenerate the SCAAP Opportunity Site PA8.2 (Baxter Avenue). Delivery of new homes and regeneration of the Baxter Avenue site will contribute to and adhere to each of the objectives as applicable, with particular relevance to the following Strategic Objectives:
1. Redevelopment of the Baxter Avenue site will contribute towards establishment of a wider range of homes, likely to include a mixture of affordable, market, shared ownership and new starter homes, as well as re-provision of sheltered accommodation;
2. The Baxter Avenue development will provide a high quality design delivering notable public realm improvements that respond positively towards and enhance the Victoria Gateway public realm;
3. The Baxter Avenue development will increase the number and diversity of people living within the Southend Central Area through delivery of at least 250 new homes in the SCAAP period. The new homes provided at Baxter Avenue will be modern, efficient and appealing to a wide range of people, including families with children;
7. Redevelopment of the Baxter Avenue site will provide notable improvements to accessibility in the area to ensure that local streets, public and green spaces are well-connected. The Baxter Avenue development will also provide a design and streetscape that encourages and improves opportunities for walking and cycling, with excellence connections to Southend Victoria railway, bus services and the town centre.

Part B
1. To which part of the document does this representation relate?
Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports Policy PA8: Victoria Gateway Neighbourhood Policy Area.
GHA supports, specifically, section (4) of Policy PA8 relating to Opportunity Site PA8.2 (Baxter Avenue). GHA has identified the Baxter Avenue site as contributing towards the GHA strategic objective to provide 1,000 new homes a year for the next 10 years. GHA owns site PA8.2 and has set out a development vision for redevelopment of the Baxter Avenue site for at least 500 dwellings. GHA together with GL Hearn (part of Capita) has worked closely and successfully with officers from Southend on Sea Borough Council's planning and housing departments throughout 2016. GHA has provide an 'Urban Design Appraisal & Concept Masterplan', dated May 2016, setting out a vision for redevelopment of the Baxter Avenue site to deliver more than 500 dwellings, together with open space/ communal gardens together with new and improved pedestrian and cycle connectivity and access. The Concept Masterplan identified that the site could accommodate 389 x 1 bed units and 223 x 2bed units, with 375 parking spaces.
Genesis Housing Association is now working with architects to prepare a scheme for public and stakeholder consultation and then for submission as a planning application.
GHA, together with GL Hearn (part of Capita) has carried out an initial assessment of the phased redevelopment of the Baxter Avenue site. In conclusion, GHA would progress phased demolition, decant of residents and phased construction of the new development to provide 250 dwellings prior to 2021. Subsequent phases of development, to be implemented after 2021 would be able to deliver at least 374 additional new homes i.e. the site has capacity to achieve at least 624 dwellings.
GHA supports the very specific wording at section (4) (ii) of Policy PA8.2, which states that:
"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 measure as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues".
It is submitted that further clarification could be made through the addition of wording to section (4) (ii) to make clear that Opportunity Site PA8.2 is expected to deliver at least 500 dwellings, 250 of which will be in the SCAAP period. This should also be provided with a degree of flexibility in delivery time-frames to allow for unforeseen changes in economic circumstances.
Policy PA8.2 section (4) (ii) is otherwise very closely aligned to the development vision for the Baxter Avenue site as set out by GHA and GL Hearn (part of Capita) within the Urban Design Appraisal & Concept Masterplan, dated May 2016 (copy enclosed for reference).
In conclusion, GHA endorses Policy PA8: Victoria Gateway, and specifically Policy PA8.2 section (4) (ii) relating to GHA land at Baxter Avenue. GHA intends to continue working closely with Southend on Sea Borough Council, as well as with local residents and stakeholders to ensure that a high quality mixed tenure residential scheme is brought forward and delivered at this key and highly sustainable site within the Southend Central Area.

Part B
1. To which part of the document does this representation relate?
Section 5.10: The Victoria Gateway Neighbourhood Policy Area.
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports section 5.10 which confirms the aims of regenerating Victoria Avenue and its surroundings. GHA recognises and supports the improvement of connections and accessibility within the Victoria Gateway area, to include the Baxter Avenue and Victoria Avenue Opportunity Sites. GHA has already entered into pre-application discussions with Planning and Design officers from Southend on Sea Borough Council to consider the potential measures to be applied within a redevelopment of the Baxter Avenue site to achieve a high standard of urban design, to include urban greening techniques, as well as measures to encourage and walking and cycling, notably to allow easy access to the town centre, employment area and public transport interchanges.
GHA supports and intends to deliver regeneration of the Opportunity Site PA8.2 (Baxter Avenue) to provide a high quality, mixed tenure residential development including social housing, additional sheltered and affordable housing, and market housing.

Part B
1. To which part of the document does this representation relate?
Map 6: SCAAP Policy Areas and Opportunity Sites
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the identification of Opportunity Site PA8.2 (Baxter Avenue) falling with the Victoria Gateway Neighbourhood as indicated by Map 6 of the SCAAP.
The red line site boundary of Opportunity Site PA8.2, as depicted by Map 6, is a true and accurate reflection of the Baxter Avenue site within the ownership and control of GHA. The red-line boundary accords with the development vision and proposals prepared by Capita on behalf of GHA and discussed with Southend on Sea Borough Council Housing and Planning departments throughout 2016. GHA recognises the need for the Baxter Avenue development to take place within the context of the wider regeneration of the Victoria Gateway Neighbourhood, and with particular attention to the redevelopment of land immediately to the east of Baxter Avenue at Opportunity Site PA8.1 (Victoria Avenue). There are likely to be public realm and measures to be considered for improved access and connectivity between Opportunity Sites PA8.2 and PA8.1, as well as links to the town centre to the south and Southend Victoria railway station to the east.

The Aims set out in the Victoria Gateway Neighbourhood Policy Area have clear synergies with the development vision GHA have set out in the Baxter Avenue Urban Design Appraisal & Concept Masterplan, dated May 2016. GHA are keen to regenerate site PA8.2 and create an attractive and vibrant residential-led gateway to the town centre with high levels of accessibility, quality design features and a high standard of public realm.
GHA and GL Hearn (part of Capita) will continue to work collaboratively with the Council to ensure a joined up approach for the development of PA8.2 that will seek to work with the proposals submitted with the adjoining allocated site PA8.1. GHA are committed to delivering a site that is in accordance with the associated Policies relating to Map 6 - specifically the Victoria Gateway Neighbourhood Policy Area Development Principles.
Overall, identification of Opportunity Site PA8.2 within Map 6 is supported by GHA as this will allow for uplift in market, affordable and sheltered accommodation for at least 500 units, which supports the overall achievement of the Strategic Objectives and the Vision of the SCAAP. In addition, this minimum number should be stated to allow for a degree of flexibility to allow for changes in economic conditions.

Part B
1. To which part of the document does this representation relate?
Paragraph 28: Proposed Vision
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) is a major landowner within the Southend Central Area. GHA supports the Vision for Southend Central Area set out within the SCAAP.
GHA is particularly supportive of the Vision seeking to create a prosperous and thriving regional centre, being vibrant, safe and hospitable and an attractive, diverse place where people will want to live, as well as a place to work and visit.
GHA intends to deliver major regeneration at SCAAP Opportunity Site PA8.2 (Baxter Avenue), within the Victoria Gateway, which will contribute notably towards the SCAAP aim to transform the perception and image of Southend. Redevelopment of the Baxter Avenue site will deliver and achieve high quality development as well as social provision as a popular location for residents, as well as for businesses, students and visitors.
GHA has been, and remains, committed to working with Southend on Sea Borough Council to ensure that regeneration at the Baxter Avenue Opportunity Site contributes positively and effectively towards the SCAAP Proposed Vision.

Part B
1. To which part of the document does this representation relate?
Paragraph 29: Strategic Objectives
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the Strategic Objectives 1-11 set out within the SCAAP, and GHA agrees that the SCAAP Proposed Vision will be achieved by meeting Strategic Objectives 1-11.
GHA has a development vision to regenerate the SCAAP Opportunity Site PA8.2 (Baxter Avenue). Delivery of new homes and regeneration of the Baxter Avenue site will contribute to and adhere to each of the objectives as applicable, with particular relevance to the following Strategic Objectives:
1. Redevelopment of the Baxter Avenue site will contribute towards establishment of a wider range of homes, likely to include a mixture of affordable, market, shared ownership and new starter homes, as well as re-provision of sheltered accommodation;
2. The Baxter Avenue development will provide a high quality design delivering notable public realm improvements that respond positively towards and enhance the Victoria Gateway public realm;
3. The Baxter Avenue development will increase the number and diversity of people living within the Southend Central Area through delivery of at least 250 new homes in the SCAAP period. The new homes provided at Baxter Avenue will be modern, efficient and appealing to a wide range of people, including families with children;
7. Redevelopment of the Baxter Avenue site will provide notable improvements to accessibility in the area to ensure that local streets, public and green spaces are well-connected. The Baxter Avenue development will also provide a design and streetscape that encourages and improves opportunities for walking and cycling, with excellence connections to Southend Victoria railway, bus services and the town centre.

Part B
1. To which part of the document does this representation relate?
Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports Policy PA8: Victoria Gateway Neighbourhood Policy Area.
GHA supports, specifically, section (4) of Policy PA8 relating to Opportunity Site PA8.2 (Baxter Avenue). GHA has identified the Baxter Avenue site as contributing towards the GHA strategic objective to provide 1,000 new homes a year for the next 10 years. GHA owns site PA8.2 and has set out a development vision for redevelopment of the Baxter Avenue site for at least 500 dwellings. GHA together with GL Hearn (part of Capita) has worked closely and successfully with officers from Southend on Sea Borough Council's planning and housing departments throughout 2016. GHA has provide an 'Urban Design Appraisal & Concept Masterplan', dated May 2016, setting out a vision for redevelopment of the Baxter Avenue site to deliver more than 500 dwellings, together with open space/ communal gardens together with new and improved pedestrian and cycle connectivity and access. The Concept Masterplan identified that the site could accommodate 389 x 1 bed units and 223 x 2bed units, with 375 parking spaces.
Genesis Housing Association is now working with architects to prepare a scheme for public and stakeholder consultation and then for submission as a planning application.
GHA, together with GL Hearn (part of Capita) has carried out an initial assessment of the phased redevelopment of the Baxter Avenue site. In conclusion, GHA would progress phased demolition, decant of residents and phased construction of the new development to provide 250 dwellings prior to 2021. Subsequent phases of development, to be implemented after 2021 would be able to deliver at least 374 additional new homes i.e. the site has capacity to achieve at least 624 dwellings.
GHA supports the very specific wording at section (4) (ii) of Policy PA8.2, which states that:
"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 measure as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues".
It is submitted that further clarification could be made through the addition of wording to section (4) (ii) to make clear that Opportunity Site PA8.2 is expected to deliver at least 500 dwellings, 250 of which will be in the SCAAP period. This should also be provided with a degree of flexibility in delivery time-frames to allow for unforeseen changes in economic circumstances.
Policy PA8.2 section (4) (ii) is otherwise very closely aligned to the development vision for the Baxter Avenue site as set out by GHA and GL Hearn (part of Capita) within the Urban Design Appraisal & Concept Masterplan, dated May 2016 (copy enclosed for reference).
In conclusion, GHA endorses Policy PA8: Victoria Gateway, and specifically Policy PA8.2 section (4) (ii) relating to GHA land at Baxter Avenue. GHA intends to continue working closely with Southend on Sea Borough Council, as well as with local residents and stakeholders to ensure that a high quality mixed tenure residential scheme is brought forward and delivered at this key and highly sustainable site within the Southend Central Area.

Part B
1. To which part of the document does this representation relate?
Section 5.10: The Victoria Gateway Neighbourhood Policy Area.
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports section 5.10 which confirms the aims of regenerating Victoria Avenue and its surroundings. GHA recognises and supports the improvement of connections and accessibility within the Victoria Gateway area, to include the Baxter Avenue and Victoria Avenue Opportunity Sites. GHA has already entered into pre-application discussions with Planning and Design officers from Southend on Sea Borough Council to consider the potential measures to be applied within a redevelopment of the Baxter Avenue site to achieve a high standard of urban design, to include urban greening techniques, as well as measures to encourage and walking and cycling, notably to allow easy access to the town centre, employment area and public transport interchanges.
GHA supports and intends to deliver regeneration of the Opportunity Site PA8.2 (Baxter Avenue) to provide a high quality, mixed tenure residential development including social housing, additional sheltered and affordable housing, and market housing.

Part B
1. To which part of the document does this representation relate?
Map 6: SCAAP Policy Areas and Opportunity Sites
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the identification of Opportunity Site PA8.2 (Baxter Avenue) falling with the Victoria Gateway Neighbourhood as indicated by Map 6 of the SCAAP.
The red line site boundary of Opportunity Site PA8.2, as depicted by Map 6, is a true and accurate reflection of the Baxter Avenue site within the ownership and control of GHA. The red-line boundary accords with the development vision and proposals prepared by Capita on behalf of GHA and discussed with Southend on Sea Borough Council Housing and Planning departments throughout 2016. GHA recognises the need for the Baxter Avenue development to take place within the context of the wider regeneration of the Victoria Gateway Neighbourhood, and with particular attention to the redevelopment of land immediately to the east of Baxter Avenue at Opportunity Site PA8.1 (Victoria Avenue). There are likely to be public realm and measures to be considered for improved access and connectivity between Opportunity Sites PA8.2 and PA8.1, as well as links to the town centre to the south and Southend Victoria railway station to the east.

The Aims set out in the Victoria Gateway Neighbourhood Policy Area have clear synergies with the development vision GHA have set out in the Baxter Avenue Urban Design Appraisal & Concept Masterplan, dated May 2016. GHA are keen to regenerate site PA8.2 and create an attractive and vibrant residential-led gateway to the town centre with high levels of accessibility, quality design features and a high standard of public realm.
GHA and GL Hearn (part of Capita) will continue to work collaboratively with the Council to ensure a joined up approach for the development of PA8.2 that will seek to work with the proposals submitted with the adjoining allocated site PA8.1. GHA are committed to delivering a site that is in accordance with the associated Policies relating to Map 6 - specifically the Victoria Gateway Neighbourhood Policy Area Development Principles.
Overall, identification of Opportunity Site PA8.2 within Map 6 is supported by GHA as this will allow for uplift in market, affordable and sheltered accommodation for at least 500 units, which supports the overall achievement of the Strategic Objectives and the Vision of the SCAAP. In addition, this minimum number should be stated to allow for a degree of flexibility to allow for changes in economic conditions.

Part B
1. To which part of the document does this representation relate?
Paragraph 28: Proposed Vision
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) is a major landowner within the Southend Central Area. GHA supports the Vision for Southend Central Area set out within the SCAAP.
GHA is particularly supportive of the Vision seeking to create a prosperous and thriving regional centre, being vibrant, safe and hospitable and an attractive, diverse place where people will want to live, as well as a place to work and visit.
GHA intends to deliver major regeneration at SCAAP Opportunity Site PA8.2 (Baxter Avenue), within the Victoria Gateway, which will contribute notably towards the SCAAP aim to transform the perception and image of Southend. Redevelopment of the Baxter Avenue site will deliver and achieve high quality development as well as social provision as a popular location for residents, as well as for businesses, students and visitors.
GHA has been, and remains, committed to working with Southend on Sea Borough Council to ensure that regeneration at the Baxter Avenue Opportunity Site contributes positively and effectively towards the SCAAP Proposed Vision.

Part B
1. To which part of the document does this representation relate?
Paragraph 29: Strategic Objectives
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the Strategic Objectives 1-11 set out within the SCAAP, and GHA agrees that the SCAAP Proposed Vision will be achieved by meeting Strategic Objectives 1-11.
GHA has a development vision to regenerate the SCAAP Opportunity Site PA8.2 (Baxter Avenue). Delivery of new homes and regeneration of the Baxter Avenue site will contribute to and adhere to each of the objectives as applicable, with particular relevance to the following Strategic Objectives:
1. Redevelopment of the Baxter Avenue site will contribute towards establishment of a wider range of homes, likely to include a mixture of affordable, market, shared ownership and new starter homes, as well as re-provision of sheltered accommodation;
2. The Baxter Avenue development will provide a high quality design delivering notable public realm improvements that respond positively towards and enhance the Victoria Gateway public realm;
3. The Baxter Avenue development will increase the number and diversity of people living within the Southend Central Area through delivery of at least 250 new homes in the SCAAP period. The new homes provided at Baxter Avenue will be modern, efficient and appealing to a wide range of people, including families with children;
7. Redevelopment of the Baxter Avenue site will provide notable improvements to accessibility in the area to ensure that local streets, public and green spaces are well-connected. The Baxter Avenue development will also provide a design and streetscape that encourages and improves opportunities for walking and cycling, with excellence connections to Southend Victoria railway, bus services and the town centre.

Part B
1. To which part of the document does this representation relate?
Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports Policy PA8: Victoria Gateway Neighbourhood Policy Area.
GHA supports, specifically, section (4) of Policy PA8 relating to Opportunity Site PA8.2 (Baxter Avenue). GHA has identified the Baxter Avenue site as contributing towards the GHA strategic objective to provide 1,000 new homes a year for the next 10 years. GHA owns site PA8.2 and has set out a development vision for redevelopment of the Baxter Avenue site for at least 500 dwellings. GHA together with GL Hearn (part of Capita) has worked closely and successfully with officers from Southend on Sea Borough Council's planning and housing departments throughout 2016. GHA has provide an 'Urban Design Appraisal & Concept Masterplan', dated May 2016, setting out a vision for redevelopment of the Baxter Avenue site to deliver more than 500 dwellings, together with open space/ communal gardens together with new and improved pedestrian and cycle connectivity and access. The Concept Masterplan identified that the site could accommodate 389 x 1 bed units and 223 x 2bed units, with 375 parking spaces.
Genesis Housing Association is now working with architects to prepare a scheme for public and stakeholder consultation and then for submission as a planning application.
GHA, together with GL Hearn (part of Capita) has carried out an initial assessment of the phased redevelopment of the Baxter Avenue site. In conclusion, GHA would progress phased demolition, decant of residents and phased construction of the new development to provide 250 dwellings prior to 2021. Subsequent phases of development, to be implemented after 2021 would be able to deliver at least 374 additional new homes i.e. the site has capacity to achieve at least 624 dwellings.
GHA supports the very specific wording at section (4) (ii) of Policy PA8.2, which states that:
"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 measure as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues".
It is submitted that further clarification could be made through the addition of wording to section (4) (ii) to make clear that Opportunity Site PA8.2 is expected to deliver at least 500 dwellings, 250 of which will be in the SCAAP period. This should also be provided with a degree of flexibility in delivery time-frames to allow for unforeseen changes in economic circumstances.
Policy PA8.2 section (4) (ii) is otherwise very closely aligned to the development vision for the Baxter Avenue site as set out by GHA and GL Hearn (part of Capita) within the Urban Design Appraisal & Concept Masterplan, dated May 2016 (copy enclosed for reference).
In conclusion, GHA endorses Policy PA8: Victoria Gateway, and specifically Policy PA8.2 section (4) (ii) relating to GHA land at Baxter Avenue. GHA intends to continue working closely with Southend on Sea Borough Council, as well as with local residents and stakeholders to ensure that a high quality mixed tenure residential scheme is brought forward and delivered at this key and highly sustainable site within the Southend Central Area.

Part B
1. To which part of the document does this representation relate?
Section 5.10: The Victoria Gateway Neighbourhood Policy Area.
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports section 5.10 which confirms the aims of regenerating Victoria Avenue and its surroundings. GHA recognises and supports the improvement of connections and accessibility within the Victoria Gateway area, to include the Baxter Avenue and Victoria Avenue Opportunity Sites. GHA has already entered into pre-application discussions with Planning and Design officers from Southend on Sea Borough Council to consider the potential measures to be applied within a redevelopment of the Baxter Avenue site to achieve a high standard of urban design, to include urban greening techniques, as well as measures to encourage and walking and cycling, notably to allow easy access to the town centre, employment area and public transport interchanges.
GHA supports and intends to deliver regeneration of the Opportunity Site PA8.2 (Baxter Avenue) to provide a high quality, mixed tenure residential development including social housing, additional sheltered and affordable housing, and market housing.

Part B
1. To which part of the document does this representation relate?
Map 6: SCAAP Policy Areas and Opportunity Sites
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the identification of Opportunity Site PA8.2 (Baxter Avenue) falling with the Victoria Gateway Neighbourhood as indicated by Map 6 of the SCAAP.
The red line site boundary of Opportunity Site PA8.2, as depicted by Map 6, is a true and accurate reflection of the Baxter Avenue site within the ownership and control of GHA. The red-line boundary accords with the development vision and proposals prepared by Capita on behalf of GHA and discussed with Southend on Sea Borough Council Housing and Planning departments throughout 2016. GHA recognises the need for the Baxter Avenue development to take place within the context of the wider regeneration of the Victoria Gateway Neighbourhood, and with particular attention to the redevelopment of land immediately to the east of Baxter Avenue at Opportunity Site PA8.1 (Victoria Avenue). There are likely to be public realm and measures to be considered for improved access and connectivity between Opportunity Sites PA8.2 and PA8.1, as well as links to the town centre to the south and Southend Victoria railway station to the east.

The Aims set out in the Victoria Gateway Neighbourhood Policy Area have clear synergies with the development vision GHA have set out in the Baxter Avenue Urban Design Appraisal & Concept Masterplan, dated May 2016. GHA are keen to regenerate site PA8.2 and create an attractive and vibrant residential-led gateway to the town centre with high levels of accessibility, quality design features and a high standard of public realm.
GHA and GL Hearn (part of Capita) will continue to work collaboratively with the Council to ensure a joined up approach for the development of PA8.2 that will seek to work with the proposals submitted with the adjoining allocated site PA8.1. GHA are committed to delivering a site that is in accordance with the associated Policies relating to Map 6 - specifically the Victoria Gateway Neighbourhood Policy Area Development Principles.
Overall, identification of Opportunity Site PA8.2 within Map 6 is supported by GHA as this will allow for uplift in market, affordable and sheltered accommodation for at least 500 units, which supports the overall achievement of the Strategic Objectives and the Vision of the SCAAP. In addition, this minimum number should be stated to allow for a degree of flexibility to allow for changes in economic conditions.

Part B
1. To which part of the document does this representation relate?
Paragraph 28: Proposed Vision
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) is a major landowner within the Southend Central Area. GHA supports the Vision for Southend Central Area set out within the SCAAP.
GHA is particularly supportive of the Vision seeking to create a prosperous and thriving regional centre, being vibrant, safe and hospitable and an attractive, diverse place where people will want to live, as well as a place to work and visit.
GHA intends to deliver major regeneration at SCAAP Opportunity Site PA8.2 (Baxter Avenue), within the Victoria Gateway, which will contribute notably towards the SCAAP aim to transform the perception and image of Southend. Redevelopment of the Baxter Avenue site will deliver and achieve high quality development as well as social provision as a popular location for residents, as well as for businesses, students and visitors.
GHA has been, and remains, committed to working with Southend on Sea Borough Council to ensure that regeneration at the Baxter Avenue Opportunity Site contributes positively and effectively towards the SCAAP Proposed Vision.

Part B
1. To which part of the document does this representation relate?
Paragraph 29: Strategic Objectives
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports the Strategic Objectives 1-11 set out within the SCAAP, and GHA agrees that the SCAAP Proposed Vision will be achieved by meeting Strategic Objectives 1-11.
GHA has a development vision to regenerate the SCAAP Opportunity Site PA8.2 (Baxter Avenue). Delivery of new homes and regeneration of the Baxter Avenue site will contribute to and adhere to each of the objectives as applicable, with particular relevance to the following Strategic Objectives:
1. Redevelopment of the Baxter Avenue site will contribute towards establishment of a wider range of homes, likely to include a mixture of affordable, market, shared ownership and new starter homes, as well as re-provision of sheltered accommodation;
2. The Baxter Avenue development will provide a high quality design delivering notable public realm improvements that respond positively towards and enhance the Victoria Gateway public realm;
3. The Baxter Avenue development will increase the number and diversity of people living within the Southend Central Area through delivery of at least 250 new homes in the SCAAP period. The new homes provided at Baxter Avenue will be modern, efficient and appealing to a wide range of people, including families with children;
7. Redevelopment of the Baxter Avenue site will provide notable improvements to accessibility in the area to ensure that local streets, public and green spaces are well-connected. The Baxter Avenue development will also provide a design and streetscape that encourages and improves opportunities for walking and cycling, with excellence connections to Southend Victoria railway, bus services and the town centre.

Part B
1. To which part of the document does this representation relate?
Policy PA8: Victoria Gateway Neighbourhood Policy Area Development Principles
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports Policy PA8: Victoria Gateway Neighbourhood Policy Area.
GHA supports, specifically, section (4) of Policy PA8 relating to Opportunity Site PA8.2 (Baxter Avenue). GHA has identified the Baxter Avenue site as contributing towards the GHA strategic objective to provide 1,000 new homes a year for the next 10 years. GHA owns site PA8.2 and has set out a development vision for redevelopment of the Baxter Avenue site for at least 500 dwellings. GHA together with GL Hearn (part of Capita) has worked closely and successfully with officers from Southend on Sea Borough Council's planning and housing departments throughout 2016. GHA has provide an 'Urban Design Appraisal & Concept Masterplan', dated May 2016, setting out a vision for redevelopment of the Baxter Avenue site to deliver more than 500 dwellings, together with open space/ communal gardens together with new and improved pedestrian and cycle connectivity and access. The Concept Masterplan identified that the site could accommodate 389 x 1 bed units and 223 x 2bed units, with 375 parking spaces.
Genesis Housing Association is now working with architects to prepare a scheme for public and stakeholder consultation and then for submission as a planning application.
GHA, together with GL Hearn (part of Capita) has carried out an initial assessment of the phased redevelopment of the Baxter Avenue site. In conclusion, GHA would progress phased demolition, decant of residents and phased construction of the new development to provide 250 dwellings prior to 2021. Subsequent phases of development, to be implemented after 2021 would be able to deliver at least 374 additional new homes i.e. the site has capacity to achieve at least 624 dwellings.
GHA supports the very specific wording at section (4) (ii) of Policy PA8.2, which states that:
"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 measure as well as providing pedestrian access and linkages between Victoria, Baxter and Boston Avenues".
It is submitted that further clarification could be made through the addition of wording to section (4) (ii) to make clear that Opportunity Site PA8.2 is expected to deliver at least 500 dwellings, 250 of which will be in the SCAAP period. This should also be provided with a degree of flexibility in delivery time-frames to allow for unforeseen changes in economic circumstances.
Policy PA8.2 section (4) (ii) is otherwise very closely aligned to the development vision for the Baxter Avenue site as set out by GHA and GL Hearn (part of Capita) within the Urban Design Appraisal & Concept Masterplan, dated May 2016 (copy enclosed for reference).
In conclusion, GHA endorses Policy PA8: Victoria Gateway, and specifically Policy PA8.2 section (4) (ii) relating to GHA land at Baxter Avenue. GHA intends to continue working closely with Southend on Sea Borough Council, as well as with local residents and stakeholders to ensure that a high quality mixed tenure residential scheme is brought forward and delivered at this key and highly sustainable site within the Southend Central Area.

Part B
1. To which part of the document does this representation relate?
Section 5.10: The Victoria Gateway Neighbourhood Policy Area.
2. Support
5. Please give your reasons below why you are supporting / objecting to this part of the plan.
Genesis Housing Association (GHA) supports section 5.10 which confirms the aims of regenerating Victoria Avenue and its surroundings. GHA recognises and supports the improvement of connections and accessibility within the Victoria Gateway area, to include the Baxter Avenue and Victoria Avenue Opportunity Sites. GHA has already entered into pre-application discussions with Planning and Design officers from Southend on Sea Borough Council to consider the potential measures to be applied within a redevelopment of the Baxter Avenue site to achieve a high standard of urban design, to include urban greening techniques, as well as measures to encourage and walking and cycling, notably to allow easy access to the town centre, employment area and public transport interchanges.
GHA supports and intends to deliver regeneration of the Opportunity Site PA8.2 (Baxter Avenue) to provide a high quality, mixed tenure residential development including social housing, additional sheltered and affordable housing, and market housing.