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RESPONSE
TO
DRAFT LOCAL PLAN
OF
LONDON BOROUGH OF HAMMERSMITH & FULHAM
FEBRUARY 20, 2015
2 HammersmithLondon BID: Response to Draft Local Plan
1. HAMMERSMITHLONDON: WHO WE ARE
1.1 HammersmithLondonis the brand name of the Hammersmith Business
Improvement District (BID), a democratically elected, business-led and
business-funded body, formed to improve a defined commercial area. First
established in 2006, it is one of the oldest BIDs in the country, which has also
successfully renewed its mandate in March 2011. Led by member
businesses, the BID represents c. 336 businesses with rateable value over
£40,000. Since 2006, the BID has already invested over £3.5m in
Hammersmith town centre and is investing another £3.7m in its current five
year term.
1.2 The team at HammersmithLondon work in close partnership with various
public and community organisations including the Hammersmith
&FulhamCouncil (the Council), Metropolitan Police and Transport for London
(TfL). The BID is a partner in the Mayor’s Economic Development Strategy
(EDS) for London that places much importance on the BID to ‘place-shape’
local town centres in Partnership with business. Appendix 1 provides a quick
overview of the number and type of businesses in Hammersmith town centre
along with a list of the major stakeholders and the area covered by the BID.
1.3 The BID also serves as the town centre manager for Hammersmith town
centre. It has played an important role in lobbying for the replacement of the
flyover since emergency structural repairs caused it to close in December
2011.
2. RESPONSE TO THE DRAFT LOCAL PLAN
Question 10 - Hammersmith Regeneration Area
What are your views on the approach to Hammersmith Town Centre
OVERVIEW
2.1 As per the Local Plan, the Hammersmith Regeneration Area (HRA) is
centered on King Street and Hammersmith Broadway, with the southern
boundary extending to Hammersmith Bridge and the Thames. The HRA
includes Hammersmith Town Centre, the A4 and its flyover.
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2.2 The central area falls under the Hammersmith BID district (See Appendix 2).
HammersmithLondon is working with various stakeholders to link all the
developments that are transpiring and being proposed in and around the
Hammersmith town centre. The BID has represented the voice of businesses
for over 9 years. The feedback gathered from workers, residents and visitors
over this period suggests that there is a need to maintainthe regenerative
drive.
2.3 Based on our work and the feedback we have gathered from businesses, the
BID completely supports the regeneration of Hammersmith Town Centre so
that the area can fully realise its potential as a transport, business, retail and
cultural hub. This feedback has also given us several project ideas that we
would be happy to share and proactively help the Council implement.
SHOPPING OFFER
2.4 Over the last few years Hammersmith has enjoyed a resurgence on the high
street as more retailers have opened stores in the area. Despite the knock-on
effect of Westfield, Hammersmith’s retail offer has improved and needs a
solid foothold to expand upon. As residential and office units are completed,
bringing thousands of new people into the area, the retail offer needsto be
strengthened further. Empty units need to be utilised and appropriate tenants
need to be brought in. Office workers are key to Hammersmith’s economy so
ensuring they stay and spend in the Hammersmith area is vital. The BID
would support any partnership working with the council to develop a retail
strategy that reflects the needs of both residents and office workers.
2.5 The BID does agree with the council’s summation that more attention must
be paid to the western side of King Streetand would welcome the opportunity
to partner with the council to develop a shopfront& retail strategy.
ARTS & CULTURE
2.6 As the home of the world famous Eventim Apollo and the innovative Lyric
Hammersmith, Hammersmith has a strong background in supporting culture
and the arts but more effort should be made to increase the offer for
visitors.This could be achieved through artist lighting schemes and
projections which can invigorate night-time economies, helping to bring
aspects of a town or city’s heritage to life.
2.7 As a part of its mandate, the BID offers a wide programming of events
designed to enhance the cultural and leisure offer of the town centreand to
help reinvigorate the high street. The cultural offer assists place making by
adding value to quality design, engaging communities and revealing histories
that may otherwise have been overlooked. It can cover a wide spectrum of
4 HammersmithLondon BID: Response to Draft Local Plan
artistic activity as long as it helps to enhance the streetscape and make the
town centre an attractive and viable destination.The BID supports the piazza
culture of Lyric Square and would welcome an expansion to include the
pedestrianisation of King Street. This could present the area with
opportunities for more greening and tree planting.
OFFICE
2.8 The BID supports the council’s proposals to encourage the ‘renovation of
floorspace with more energy efficient, low carbon and more modern office
accommodation’. The BID sees the office sector as a lifeline for the high
street and supports further office expansion.
Question 11–Town Hall Extension
What are your views on the approach to the Town Hall Extension?
2.9 The Town Hall redevelopment presents an ideal opportunity to improve the
western end of King Street. This could be achieved by implementing a retail
and shopfront strategy, which the BID would be happy to facilitate.
2.10 In addition, there could be possibilities to join up both east and west ends
through a pedestrianised King Street. The King Street East area site is
located in the heart of the Hammersmith town centre. Most of the identified
regeneration area is part of the Hammersmith BID area.
Question 12–King Street East
What are your views on the approach King Street East?
2.11 The BID already works closely with the Council, the Lyric Hammersmith, St
Paul’s Church and the EventimApollo to promote the area through initiatives
such as events, maps, ambassadors and guided walking tours so that
residents, workers and visitors have better knowledge of what is available to
them inbetween these key sites.
2.12 The BID fully supports the Council’s plans to improve public transport, cycling
and walking infrastructure through the area and to add new linkages and
connections especially to the Riverside.
2.13 The addition of new upgraded public realm to King Street East would have a
powerful and positive impact. The BID would continue to provide a Transport
5
Forum for businesses, the Council and Transport for London to inform and
discuss transport and infrastructure matters.
2.14 The BID would support and assist in a retail and shopfront strategy for King
Street East to help connect it to King Street West and the river.
Question 13 - A4, Hammersmith Flyover and adjoining land
What are your views on the approach to Hammersmit Flyover?
3. HammersmithLondon is a founder member of West London Link Design
(WLL), which also includes a group of local architects. Together, as a group,
we have been exploring alternative solutions/replacements ever since the
flyover’s emergency closure in 2011.
3.1 The group was formed to look at how the replacement of a flyover would
present an opportunity to build for the economic, social and cultural benefit of
all by reconnecting the town centre with the riverside. The BID was involved
in and sponsored the Hammersmith contribution to the London Festival of
Architecture in the summer of 2012, where on Lyric Square, the architects
unveiled their vision for a Hammersmith Flyunder.The tunnelled by-pass is
also a popular project among our businesses and a topic which regularly gets
brought up in our consultations.
3.2 In March 2014, the BID published an Economic Study exploring the potential
benefits of building a road tunnel under the A4 that was submitted to
Transport for London alongside the Council’s feasibility study. The BID’s
Economic Feasibility study showed just how much potential could be
unlocked should a tunneled by-pass replace the flyover. Improved access to
the river would be beneficial to all and the diversion of the A4 underground
would notonly improve air quality but could help to change the one-way
system, which currently causes mass daily delays. The local business
environment would undoubtedly change as more land could attract even
more of the world’s biggest companies, eager to have an office or branch
near the Thames, the city and the airport. What is certain is that a tunnel
would present us with fantastic opportunities to transform the area for
decades to come. To read the report. (See Appendix 3)
3.3 Given the positive opportunities and innovations for the area, the BID is fully
behind plans for a tunneled by-pass and will support the option finally chosen
the Council, Transport for London and the Mayor.
3.4 The removal of the flyover would present us with a fantastic and
unprecedented opportunity to completely transform the area. The image of
6 HammersmithLondon BID: Response to Draft Local Plan
the area would be enhanced allowing Hammersmith to establish itself as a
destination in its own right.
3.5 The air quality would improve, noise emissions would be dramatically
reduced and the removal of the flyover would reconnect the centre of
Hammersmith back to the riverside allowing us to integrate and improve the
urban realm, including the potential pedestrianisation of King Street, and
create more open community or public spaces.
7
APPENDIX 1:
QUICK OVERVIEW OF HAMMERSMITH BID Term
April 2006 – 2011 (First term)
2011 – 2016 (Current)
2016 – 2021 (Subject to election)
Membership
381 Hereditaments
336 businesses with RV’s greater than £40,000
Business Types
Offices: 60%
Retail: 26%
Leisure: 10%
Food and beverage: 3%
Hotel: 1%
8 HammersmithLondon BID: Response to Draft Local Plan
APPENDIX 2:
HAMMERSMITH BID BOUNDARY
9
APPENDIX 3:
HAMMERSMITHLONDON STRATEGIC IMPACT ASSESSMENT
HTTP://HAMMERSMITHLONDONBID.CO.UK/BLOG/MY-PRODUCT/FLYUNDERREPORT/
HammersmithLondon BID
4th Floor, 26 - 28 Hammersmith Grove, Hammersmith, W6 7BA
Telephone: 020 8834 1307
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