• Contents
• Index of Policies
• Introduction
• Core Policies
• Housing
• Employment
• Shopping
• Transport
• Green Belt & the Countryside
• Sport & Leisure, Tourism & Community Services
• Conservation & Protection of the Environment
• Infrastructure & Resources
• Pollution Control
• Brentwood Town Centre Policies
• Implementation & Monitoring
• Appendix 1:
  Extracts from the Essex Design Guide for Residential and Mixed Use Areas
• Appendix 2:
  Vehicle Parking Standards
• Appendix 3:
  Advertisements and Shop Front Guidance: Additional Advice to Applicants
• Appendix 4:
  Access for Disabled Persons
• Appendix 5:
  Miscellaneous Residential Design Guidance
• Appendix 6:
  List of Abbreviations

Note:
The policies in this Section should be read in conjunction with the policies set out in the Borough-Wide Sections of the Plan. In cases of conflict, site-specific policies take precedence over the other policies in the Plan.

12.1 Government guidance is set out in PPS6 “Planning for Town Centres” (March 2005). Emphasis is placed on the sequential approach to selecting sites for development, for retail, employment, leisure and other key town centre uses. It also promotes mixed-use development (particularly the incorporation of residential uses) and the retention of key town centre uses. The importance of a coherent town centre parking strategy is emphasised in order to maintain urban vitality and good design is promoted.

12.2 The objectives of the RSP in respect of town centres are to promote their vitality as the main focus for new retail, leisure, entertainment, cultural and other investment through the sequential approach, diversity of activity and an attractive environment, and to encourage access to and within shopping areas by alternative modes of transport to the private car.

12.3 The RSP policies set out a hierarchy of urban centres within which retailing and other uses attracting large numbers of people will be located and the sequential basis on which such developments should be determined. Policies also set out how the viability of town centres will be strengthened and maintained, through improving the range and quality of facilities to encourage a vital and vibrant environment, increasing the diversity and quality of facilities and employment opportunities to meet the needs of the local population, increasing residential accommodation, improving access and the transport network and facilities for all modes, and supporting the conservation and enhancement of the historic character and townscape of town centres.

12.4 The strategic objectives set out in the Community Plan are Borough-wide and, therefore, there are no specific objectives pertaining to Brentwood Town Centre. The strategic objectives referred to in the previous policy chapters are all, as appropriate, relevant to the Replacement Local Plan’s Town Centre Policies.

To develop the role of Brentwood Town Centre as the community focus for the Borough, providing for shopping, cultural, leisure and commercial activities as well as a place to live and work

• To safeguard and enhance the economic viability and vitality of the town centre and protect its position in the shopping hierarchy
• To facilitate the provision and maintenance of, where possible, a sufficient range, quality and amount of retail floor space to meet the needs of the local catchment area
• To ease pedestrian/vehicular conflict and achieve environmental improvements by removing unnecessary through traffic from the High Street
• To encourage access to the town centre by alternative modes of transport to the private motor car
• To retain and enhance the character and quality of the town centre environment
• To ensure that non-retail uses do not detract from the viability and vitality of the shopping area
• To encourage the provision of cultural, entertainment and leisure facilities
• To retain existing residential accommodation within the town centre and seek, where possible, to provide additional residential accommodation, particularly small unit accommodation

12.5 Brentwood Town Centre is the social focus of the Borough. It is not only the major shopping area, but also a centre for cultural, leisure and community facilities, attracting visitors from both within and from outside the Borough itself. It is also a centre for employment, particularly for service sector jobs (offices and retailing etc.), but also, on the Wates Way Estate for example, in other areas of employment.

12.6 The town centre area is also an area where people live, immediately adjacent to, but also within, the commercial core along the High Street and adjoining roads.

12.7 In addition, the centre is the hub of the town’s road network. The High Street (A1023) is a Primary Distributor Road, providing an important east-west link through the town, whilst the A128 (Ongar Road/Ingrave Road) provides a similar heavily used route north-south. Both these roads become heavily congested, particularly when problems are experienced on the A12 and the M25.

12.8 The mixed and relatively intensive nature of uses within the town centre gives rise to benefits in terms of the wider choice of uses in close proximity to one another and accessibility by choices of transport, but also disbenefits due to congestion, pedestrian/traffic conflicts and conflicts between uses. There is clearly competition for the use of land, and the Plan, therefore, seeks to achieve an appropriate balance of mixed uses that meets the needs of residents living in the town centre, as well as the needs of those working, shopping and visiting the town centre, in a manner that safeguards the character of the centre.

12.9 Following from one of the recommendations of the URBED Study (source: “Brighter Brentwood: Strategy for Continued Success”, URBED January 1999) into the future of Brentwood Town Centre, in January 2000 the Brentwood Town Centre Partnership held its inaugural meeting. The Partnership Board is made up of representatives from the business community, the Council and other local interest groups and individuals and has adopted a mission statement as follows:

“Working in partnership, to co-ordinate, develop and implement town centre management initiatives which will maintain and enhance the attractiveness, vitality and economic viability of Brentwood for the benefit of retailers, residents, businesses, workers and visitors.”

12.10 The Partnership has also adopted a set of objectives:

• To ensure quality in every aspect of retailing by improving the shopping experience
• To develop a distinctive programme which builds civic pride through strong branding and promotes Brentwood Town centre as a focus for all the community, and for people of all ages
• To secure the appropriate, sustainable use of under-utilised land and buildings, thereby diversifying the town’s attractions
• To seek out new means of resourcing town centre initiatives including external funds such as lottery, landfill tax and conservation grants

12.11 In seeking to achieve these objectives the Partnership has identified a set of key tasks, and a 5-year plan and annual programme of projects. The Partnership has already, in its short period of existence, been highly successful in securing additional funding, sponsoring and encouraging a wide range of environmental, community safety and promotional projects and raising the public profile of the town centre.

12.12 The Partnership Board is an important consultee in taking the Replacement Local Plan through to adoption and will be a significant partner with the Council, in achieving the Plan’s aims and objectives for the town centre.

12.13 It is necessary to make the best use of existing development land, not only to achieve sustainable patterns of development but also to respond to the constraints on new development imposed by the Borough’s Green Belt location. The town centre is an area where higher density development would be appropriate and would meet the need for smaller and relatively cheaper accommodation.

12.14 Furthermore, given current levels of traffic congestion in the town centre (particularly during the morning and evening peak times) it is a desirable location for residential use, with its lower level of traffic generation and limited need for parking (due to the accessibility to non-car modes of transport and proximity to services and facilities).

12.15 In addition to the need to retain existing housing, therefore, it will also be an objective to increase the number of housing units within the town centre when redevelopment takes place (both in mixed-use schemes and solely residential proposals). There will be opportunities to provide additional residential accommodation when existing non-residential uses are redeveloped. In some instances, a mixed-use redevelopment may be appropriate.

12.16 The following policies for new residential accommodation have regard to the existing mix of uses and other policy objectives of this Plan.

12.17 For the reasons already stated in Paragraphs 12.13 and 12.14 above, the Council will also look favourably upon the change of use to residential of upper floors above existing commercial development. Residential may also provide a use for under-used or unused floor space that can lead to neglect and deterioration of a building. Some residential accommodation has previously been achieved through the “Living over the Shop” scheme (LOTS) and the Council will wish to pursue further opportunities, particularly for affordable housing in partnership with a registered social landlord.

12.18 The use of such accommodation for residential purposes will, therefore, be encouraged as a means of providing further small unit accommodation. The Council is aware that it may be difficult in some cases to achieve all the standards normally required for residential uses. Therefore, whilst it will be necessary to ensure that the amenities of prospective occupiers are safeguarded, a more flexible attitude may be adopted in respect of the Council's normal residential standards for private amenity space. However, there may well be occasions where residential uses are unsuitable and therefore in such circumstances, other uses may be considered subject to compliance with other policies in the Plan.

A Target and Indicator for monitoring this policy is set out in Chapter 13

12.19 The town centre is a particularly suitable location for higher density, smaller units and lower cost housing. In the town centre, therefore, new housing should normally be one or two person units catering for the need for small, low-cost accommodation for single persons, starter homes, or people with limited mobility.

A Target and Indicator for monitoring this policy is set out in Chapter 13

12.20 Brentwood is one of 21 “Principal Town Centres” identified in the RSP, which are defined as “generally convenience shopping centres but also with a good range of comparison goods shops as well as service trades, public and community facilities. As a result they have more than a local role in the provision of shopping and retail services across the Structure Plan area”. The catchment area of the town centre equates generally to the Borough itself, a population of just over 70,000.

12.21 Brentwood Town Centre offers a wide range of shops and other facilities but faces considerable competition from surrounding centres, particularly Chelmsford, Romford, Basildon, Thurrock (Lakeside) and more recently the Bluewater development at Dartford. These are all sub-regional centres which serve an extensive area, offering a range of specialist shopping in comparison goods and a wide choice of retail outlets including multiples and department stores as well as service trades, entertainment and recreational facilities.

12.22 The proximity and attraction of these centres encourages people who live in Brentwood to travel elsewhere to shop and has resulted in an outflow of expenditure, on both convenience and comparison goods. It is necessary, therefore, to continue to enhance the attraction of Brentwood Town Centre in order that it remains viable and retains as much retail expenditure as possible within the Borough.

12.23 There are many factors that contribute to the attractiveness of the shopping area besides the range and quality of shopping. The quality of the shopping environment plays an important role in encouraging people to shop in a particular centre and may have an impact in the long-term on its viability. Brentwood High Street is a Conservation Area and the Council continues to look to improve and enhance the character of the area in partnership with other bodies such as the Chamber of Commerce and the Town Centre Partnership. Previous large-scale environmental improvement schemes have improved the surface treatment in the High Street and St Thomas’ Road, and provided improved street furniture and signage and enhanced the planting.

12.24 The prime shopping area is defined on the Proposals Map and covers the area of 25-73A High Street, 14-54 High Street and The Baytree Centre shopping precinct. The area is identified as the main focus of the Shopping Centre, where the major multiple retail operators and services are located. The area is characterised by generally higher levels of pedestrian activity and the high demand for sites in this location leads generally to higher rental levels. (The new Sainsbury food store is a main retail attraction within the town centre, but is divorced from the identified prime shopping area.)

12.25 The attractiveness of the area as a prime location may lead to demand from services like banks, building societies, fast food restaurants, etc., which are in a position to afford the higher rental levels to locate there. These uses may restrict the availability of prime shopping floor space needed to attract retailers not presently represented and, therefore, further non-retail uses will be resisted.

12.26 Brentwood Town Centre will need to continue to extend the range and quality of shopping outlets in order to respond to and compete with the continuing development of other retail centres. Consideration, therefore, needs to be given to what opportunities exist for enhancing the provision of shopping.

12.27 Prior to the development of the Sainsbury food store on the former Thermos site to the north of the High Street, Brentwood had no superstore or other large modern food store either within or outside the town centre. There was, therefore, a large outflow of expenditure on convenience goods. The new Sainsbury store has now significantly added to convenience shopping provision in the town centre, both quantitively and qualitively. However, the other main food shopping provision in the town centre is of limited size i.e. the Somerfield store in The Baytree Centre, Iceland and the food department of the Marks and Spencer store. There is evidence that the Sainsbury store is over-trading and that there continues to be scope for further convenience food floor space in the town centre.

12.28 Not unexpectedly in a centre the size of Brentwood, the range of comparison shops is limited and a large outflow of expenditure is experienced. The land requirement for a large comparison store would, however, be significant. An out of town centre location for a large comparison store would be contrary to PPS6 and would require an unacceptably large incursion into the Green Belt on a "green-field site", with undoubted local transport implications and a detrimental effect on existing centres.

12.29 In assessing the potential for further retail provision within the town centre, there are only two sites of any significant size that can be identified at the present time: The Baytree Centre and the William Hunter Way Car Park.

12.30 The Baytree Centre provides an important opportunity for improving shopping provision in the town centre. The centre has long been criticised as unwelcoming, poorly designed and in need of improvement. The study undertaken by URBED referred to the centre as “the hole in the heart of Brentwood”. Proposals for the refurbishment of the centre, which include some 2,500 sq.m. of new retail floor space, the re-use of Beckett House for residential, and new leisure use are expected to be completed in 2005.

12.31 The William Hunter Way Car Park is the only large open site left within the town centre. There are clearly a number of competing uses for the site, and it would be difficult, if not impossible, to meet all the potential demands. At present though the surface car parking provides an important function, contributing to in the attraction and viability of the town centre.

12.32 The Council is of the view that, in strategic terms, the most appropriate location for further retail improvements within the town centre, be it food or non-food, would be on the south side of the High Street and that the priority should be for the development of The Baytree Centre site as opposed to the William Hunter Way Car Park. The reasons behind this view are:

• The previous poor state of The Baytree Centre and the resulting negative impact that this has on the centre as a whole.
• The need to balance the effect that the Sainsbury store has had on the “centre of gravity” of the shopping area, by developing retail provision on the southern side of the High Street.
• The existing major contribution that the William Hunter Way Car Park makes to the viability of the centre through its role as the most important town centre surface car park.

12.33 This view does not preclude the consideration of the William Hunter Way Car Park for redevelopment, in whole or part, for a mix of uses (whether it be shopping or other uses) should proposals come forward, or indeed the consideration of any proposal to enhance shopping provision in the town centre.

12.34 The policy for this site is set out under the “Transport” section later in this chapter (see Policy TC10), as it is intended to retain the site for short stay parking, whilst, as stated above, not precluding consideration of any proposals that may come forward for a mixed use development in the future.

12.35 Small shops on the periphery of the main shopping area are important to the town centre since they provide a source of retail accommodation at relatively cheaper rents than a prime High Street unit, and allow small independent retailers to set up in business offering goods and services, often more diverse than those available in the High Street. Such areas in Brentwood Town Centre are Hart Street, Crown Street, Ongar Road, Kings Road and The Arcade. It is important for the continued viability of these areas and to the overall attraction of the centre (due to the wider choice provided for shoppers) that these small shops are maintained, as far as possible. In considering any development proposals in these areas the Council will seek to maintain the size and character of the existing shop units. The Council's control is, in practice limited, as, for example, the amalgamation of adjoining shop units to provide for a single larger outlet would not normally require planning permission. Nevertheless, in any redevelopment proposals the Council would wish to see small shop units retained.

12.36 The conversion of the existing residential units to retail use in Crown Street is to be resisted in the light of the need to retain residential properties, particularly small units, within the town centre area (as outlined in the Housing Chapter of this Plan).

12.37 Retail uses compete with a range of other uses for a presence within the main commercial frontages. Some of these other uses, e.g. building societies, banks, estate agents, restaurants, takeaways etc, are both appropriate and beneficial to the centre by attracting people into the area for services and entertainment. Banks and building societies provide financial services that are often linked to a shopping trip. Restaurants, takeaways and public houses can provide a buoyant appearance, contributing to the attractiveness and vitality of the area, and providing variety and activity outside normal business hours. However, too great a concentration of such uses can be detrimental to the overall role of the town centre for retailing, leading to a reduction in the range and choice of retail goods available within the centre, and may potentially isolate some retail premises from the main shopper/pedestrian flows that will ultimately reduce their viability. It is important that non-retail uses continue to make greater efforts to incorporate window displays and overcome any potential problem for the creation of “dead frontages”.

12.38 Uses such as public houses and takeaways can, however, have adverse effects on neighbouring properties, particularly residential accommodation, due to noise, smells and litter and other anti-social behaviour. This has been a particular problem with the increase in public houses and restaurants/takeaways at the western end of the High Street. Whilst there is a markedly more buoyant character to this end of the town centre, the Council is working with the owners of premises and landlords, the police and others to overcome the unfortunate anti-social, late night problems that have arisen. The Council has also decided to rescind its more relaxed policy to A3 uses (as defined prior to 21 April 2005) in this area and bring it in line, once again, with the rest of the town centre.

12.39 To avoid an over-concentration of non-retail uses within the town centre and reduce potential problems, Policy TC7 aims to strike a balance between these potentially competing uses, ensure a broad range of shopping opportunities, provide for a reasonable dispersal of uses throughout the centre and achieve the integration of non-retail uses into the general shopping environment (the one exception to this policy is St. Thomas Road - Policy TC8). As stated in paragraph 12.25, no further non-retail uses will be allowed in the Prime Shopping Area.

12.40 The Arcade will also be subject to a greater restriction on the provision of A2, A3, A4 and A5 uses due to the particular character of this enclosed shopping area in terms of the size of units and its perceived vulnerability to an over-concentration of non-retail units.

A Target and Indicator for monitoring this policy is set out in Chapter 13

12.41 There is only one area allocated for General Employment purposes within the town centre, Wates Way, off Ongar Road. Any proposal for this area would be considered in the light of the Borough-wide Employment Policy E1.

12.42 The Town Centre is an important location for office uses, either purpose built free standing office buildings or as part of mixed-use premises. The recent 4360 sq.m (gross) office development on the Kings Road frontage to the south of Hart Street is the first speculative office development to be built since 1990 and, together with the recent British Telecom office development on the former St. Faiths Hospital site on the western edge of the town centre, indicates the continuing attraction of Brentwood as an office centre.

12.43 Any further office proposals within the town centre will be considered against the Borough-wide Employment Policy E2.

12.44 In addition to commercial office developments, there are also professional and financial office uses consisting of banks, building societies, solicitors, estate agents, employment agencies, etc. These are grouped together within the Town and Country Planning (Use Classes) Order 1987 as Class A2 uses. As discussed above in relation to the Town Centre’s shopping function, these uses generally provide a local service, are small in scale and may have a recognised relationship with the retail function of the shopping area and in certain circumstances be appropriate to a retail frontage. Such uses are well represented in all major shopping centres and Brentwood is no exception. However, as stated previously, the Council is concerned to control within reasonable limits the proliferation of such uses within the shopping frontages (and this is dealt with in Policy TC7 above).

12.45 Since Brentwood is reasonably well represented with Class A2 uses in the town centre (and there remains some further opportunities for such uses within shopping frontages in accordance with Policy TC7), the areas specifically allocated for Class A2 uses are limited. There is a concentration of estate agencies along part of St. Thomas' Road which arose largely from changes which took place prior to the implementation of the Council's policies and it is considered appropriate that this particular stretch of frontage should be retained specifically for A2 uses.

12.46 Elsewhere in the town centre, such uses shall be confined to areas allocated for residential/office/shops outside the Prime Shopping Area (as set out in the Policy TC7) and other areas allocated or used for offices.

12.47 The existing telephone exchange building is, due to its height, a very prominent but visually unattractive building. It is also underused with a number of the floors unoccupied. Should the site be redeveloped or re-used then it is considered that, given its location, a mixed-use development including either residential uses or some form of leisure or recreational use or commercial office use, would be appropriate. It is considered that the potential for retail uses would be constrained by the site’s backland location. Any non-residential use would need to consider the amenities of residents of Brentwood Place and the problems of access and traffic generation

12.48 The town centre is an area of mixed uses, a place where people live, work, shop and socialise. This mix of functions and uses give rise to heavy flows of traffic within the town centre area and a high demand for parking spaces. Congestion is a particular problem within the town centre, particularly at the peak periods when those travelling to and from work are joined by large numbers of vehicle movements to and from the many schools surrounding the central area. The High Street is also a Principal Distributor Road and attracts large numbers of vehicles passing through the centre. Road congestion is significantly worsened if problems occur on either the A12 or M25.

12.49 In addition to those visiting or passing through the centre in private cars there is clearly a need to provide for larger vehicles visiting and servicing the commercial premises within the town centre. If the situation continues unchecked, it could result in the town centre becoming so congested and parking so difficult that people would be unwilling to come into the centre to shop and use the other facilities, and its viability would suffer in the long term. Similarly, the quality of environment for residents living in the town centre area would deteriorate.

12.50 A High Street Transportation Study has been undertaken and Essex County Council has agreed to proceed with improvements to the town centre highway network.

12.51 At the same time, as set out in the main Transport Chapter, the Council will seek to reduce the levels of car usage and encourage more sustainable modes of transport, critically assess new car parking proposals in the town centre and elsewhere, and undertake measures to increase highway safety.

(i) Long-Stay

12.52 Government policy is to reduce the provision of long-stay car parking. The availability of long-stay parking within the town centre at present is limited. Many of the existing commercial uses do not have adequate staff parking on site and this causes problems when people who work in the town centre park all day in nearby residential streets. The use of maximum car parking standards is likely to exacerbate this problem. Residents parking schemes and on-street parking controls have been gradually implemented and will continue to be examined in appropriate locations to help combat this problem (see Policy T8).

(ii) Short-Stay

12.53 Whilst Government policy seeks to encourage greater use of public transport, cycling and walking, it recognises that in order to maintain the viability of shopping centres there will continue to be a justification for appropriate levels of short-stay shoppers’ car parking. It is necessary to ensure that the economic viability of the town centre and its ability to continue to compete with other shopping centre is not undermined by the inability of shoppers being able to find a secure, safe, well laid out parking space in reasonably close proximity to the shops.

12.54 Any proposals for car parking within the town centre will be considered against the Council’s parking strategy and policies set out in the Transport Chapter and the parking standards in Appendix 2.

12.55 Convenient surface car parking is considered to be very important to the continuing viability of the centre and this car park is a very important asset within the town centre for short-stay parking. It is proposed for the time being that this land continues to be used for surface car parking with the number of spaces being maintained and its lay out improved. The area also has a potential for the provision of other important town centre uses and its retention for short stay parking does not preclude its consideration, in whole or part for redevelopment for a mix of uses (whether it be shopping, residential or leisure), should proposals come forward. However, it is felt that any decision on the future of this important site should be taken in the context of proposals for The Baytree Centre (see discussion on retail strategy in Paras.12.29 to 12.33).

12.56 Proposals for High Street improvements have been agreed by Essex County Council, and work is to be progressed on the design process. Whilst the Borough Council is generally supportive of the improvement measures it has formally resolved not to support the proposal for a link road between Kings Road and the High Street as part of the High Street Improvement Scheme but supports an alternative scheme incorporating a double mini roundabout. The Borough Council would also wish to see the scheme designed to retain bus routes through the High Street.

12.57 The historic core of the town (which comprises principally the High Street between Ongar Road/Ingrave Road and Kings Road/Weald Road) is the subject of an archaeological assessment as part of a study of historic towns in Essex by the County Council (source: Essex Historic Towns, Essex County Council 1999), which has been adopted as Informal Planning Guidance. Any development proposals within the town centre will be considered against the information and assessment methodology set out in that document. Where appropriate, developers will be required to fund an archaeological assessment of their development sites.

12.58 Because of its historic character and the presence of a number of Buildings of Special Architectural and Historic Interest (Listed Buildings) the town centre has been designated as a Conservation Area. The extent of this area is shown on the Proposals Map and development proposals will be considered against the criteria set out in Policies C14-C17 to protect and preserve the character of the Conservation Area and all listed buildings.

12.59 Because of high land values there is always pressure to develop every available space in a town centre location and to extract maximum value from a site through high-density development. Such forces can easily lead to the permanent loss of open spaces and neglect of landscaping in developments. Collectively such tendencies inevitably result in a stark and unattractive urban environment for residents and visitors alike. Whilst, therefore, it follows sound sustainable principles to maximise the use of previously developed land, it is equally important to retain and enhance the quality of the urban environment through the provision of well maintained and laid out open spaces and planting. (See Policy TC17).

12.60 In addition to protecting existing open space and amenity areas, the Council will seek to encourage more tree planting and other landscaping works within the town centre area whilst also carrying out planting schemes on publicly owned land themselves. Much has been achieved recently through the Borough’s involvement in “Anglia in Bloom” and its own “Brentwood in Bloom” competitions, and this and other initiatives will continue to be progressed through the Council’s Countryside Management.

12.61 Extensive improvement works have been carried out in the High Street in recent years, including surface treatments in the High Street and St Thomas Road, the provision of new street furniture and signage, an improved lighting and landscaping. Further proposals will seek to build upon and further enhance the works already carried out. It is the intention of the Council to undertake further improvement works in surrounding areas to generally enhance the town centre environment and improve pedestrian routes between residential, commercial and shopping areas. Particular attention will be given to the Hart Street area and the pedestrian links to the northern side of the High Street and to The Baytree Centre. (Borough-wide Policy LT13 also applies.)

12.62 All proposals for advertisements and shop fronts will be judged against the Borough-wide policies set out in the Conservation and Protection of the Environment Chapter (Policies C20-C24). Policy C22, however, specifically excludes the Town Centre Conservation Area as the Council recognises that the commercial nature of this area requires a more flexible attitude to advertisements than should apply in other Conservation Areas.

12.63 Generally, the policy for Brentwood Town Centre seeks to discourage the use of plastic fascias and box signs with internally illuminated advertisements. It is recognised that there are examples of existing internally illuminated signs within the High Street. The majority of these are within the prime shopping area in the central and eastern end of the High Street. Most of these advertisements are illuminated letters only on a non-illuminated background or freestanding letters, which are less harmful in their impact than a fully illuminated fascia. However, most of the shop units still have either external illumination or no illumination. It has also been evident that recent occupiers are choosing to install better quality shop front designs, with more traditional materials and no internal illumination of advertisements.

12.64 The use of plastic fascias and projecting box signs associated with internally illuminated advertisements are generally an unattractive feature and will normally be out of place in historic shopping streets, and specifically on listed buildings. Painted timber fascias, therefore, will normally be required throughout the town centre Conservation Area. However, the design and materials of some of the more modern buildings (post 1950s) would allow, in principle, for a fascia incorporating an internally illuminated advertisement but only where it would not be detrimental to the character of that building or its shop front design. In order to control their impact, in such cases the fascia should have a matt finish, lettering should be flush with the fascia background and internal illumination should be letters only. On pre-1950s buildings within the High Street any illumination should be external only.

12.65 Elsewhere in the town centre Conservation Area, outside the High Street, internally illuminated signs will not normally be allowed. These areas are of a different character to the High Street, being narrower, the scale of development is generally smaller and there are a greater variety of uses, including residential.

12.66 On more modern buildings within the town centre, the design and materials may make it more difficult to create a shop front in keeping both with the more traditional design and with the upper floor. In such cases, a compromise may well be necessary to achieve an acceptable solution but, nevertheless, the design of such shop fronts should respect the design principles of scale, proportion etc., which would be sought elsewhere.

12.67 The Council is keen to attract users of the Sainsbury food store and the surface car parks on William Hunter Way into the High Street commercial area with and to encourage pedestrian flows between them. This can be enhanced not only by improving the existing pedestrian links between the High Street and William Hunter Way, but also by encouraging the provision of double fronted units, subject to due regard to highway and pedestrian safety in William Hunter Way.

12.68 Where a shop front is formed on to William Hunter Way, the property is able to take advantage of the deemed consent allowed under the Advertisement Regulations to display an illuminated sign. However, few shops have, to date, created a double frontage on to William Hunter Way and many units are constrained from achieving this due to the nature of the rear of the High Street, with many businesses having rear service yards/parking areas, untidy single storey outbuildings or rear projections or indeed, in some cases, no rear access at all. Many High Street properties, therefore, do not have the ability to take advantage of deemed consent, which restricts advertisements to no higher than 4.6 m above ground level (or the bottom of the first floor windows, whichever is the lower).

12.69 In order to attract users of the Sainsbury store and the adjoining surface car parks into the High Street, the Council will allow non-illuminated advertisements above 4.6 m on the rear elevation of properties fronting the north side of the High Street, where it is considered that it would not be detrimental to the amenities of the area or the character and appearance of the building.

12.70 There are limited opportunities to provide additional public open space or amenity areas within the town centre. Yet, in addition to shoppers and workers using the Town Centre there are a considerable number of people who live in the area. Open spaces do not only provide pleasant amenity areas for people to enjoy; they also contribute considerably to the overall quality of the environment and the appearance of the urban landscape.

12.71 Permission, therefore, will not be given for development resulting in the loss of existing open space in the town centre. Provision should be made, where appropriate, in any redevelopment that takes place for additional public amenity areas.

12.72 The town centre provides the historical focus for cultural, leisure and entertainment provision and, being more accessible for those travelling by public transport, cycling and walking, is a sustainable location for such facilities.

12.73 Facilities provided in the town centre cater for a wide variety of interests that one would expect in a town the size of Brentwood, and range from the main library, the Brentwood Theatre, a snooker club, fitness club and restaurants to the arts and youth clubs, adult education and indoor sports facilities provided at Old House and Hermit House. However, there are also marked absences, not least a cinema since the closure of the last remaining cinema in the town centre in The Baytree Centre.

12.74 In addition to the accessibility advantages arising from the central location of such facilities, they also add to the attraction of the town centre for other uses such as shopping, with the potential for dual-purpose trips. It is essential, therefore, it terms of the comparative attraction of the town centre with other competing centres, to retain such uses and, where possible, improve existing facilities.

12.75 The Council will seek to provide additional cultural, entertainment and leisure facilities wherever possible.

12.76 There are, typically, two options for the location of doctors' or dentists' surgeries, and other medical/health uses. These are either within residential areas, close to the population they serve, or in town or district centres, where they are accessible to a greater number of people by a variety of transport modes.

12.77 Within the town centre area, the Council has for many years maintained a specific allocation for medical and related uses at Nos. 17-31 Shenfield Road. This has provided a useful and suitable location for these uses, but its capacity for further uses is limited. Whilst the Council's policies seek to retain (and indeed increase) residential accommodation within the town centre, it is recognised that the demand for a wider range of medical-type uses will continue. As a balance between these potentially conflicting requirements, changes of use from residential to medical and paramedical use will be allowed within 17-33 Shenfield Road, but elsewhere proposals will need to comply with all of the criteria in Policy CP1.