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.

3

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