www.ipswich.gov.uk

IPSWICH TOWN CENTREMASTER PLAN

IPSWICH BOROUGH COUNCIL

MAY 2012

Contents

Section 1 Introduction and Executive Summary

Section 2 Position Statement

Section 3 Policy Position

Section 4 A Vision for Ipswich Town Centre

Section 5 Retail

Section 6 Business and Enterprise

Section 7 Culture, Heritage and Leisure

Section 8 Marketing & Tourism

Section 9 Housing

Section 10 Transport

Section 11 Street Scene

Section 12 Implementation and Delivery

Appendices

1 Town Centre Plan

2 Key Development Sites Preferred Options

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1. INTRODUCTION AND EXECUTIVE SUMMARY

1.1 The Town Centre Master Plan provides aview of what Ipswich Borough Counciland stakeholders agree is the wayforward to achieve an enhanced towncentre in Ipswich. The 15-year plan hasan end date of 2027. It complements theadopted Core Strategy and PoliciesDevelopment Plan Document and otherrelevant policy documents.

1.2 The Plan is not a statutory document butit should be taken into considerationwhen the Local Planning Authorityconsiders any planning applications forthe Plan area.

1.3 The aim is to enhance, remodel anddevelop the town centre, delivering aprogramme of regeneration and renewalwhich builds on the aspirations to be aregional centre for shopping and culture.The intention is to achieve this aimthrough the following: -

• encourage and promote the re-shapingof the town centre so its orientationextends more north to south

• an additional 40,000m2 shopping floorspace between (1) the Waterfront andthe town centre (Merchant Quarter) (2)northwards extension of TowerRamparts and (3) Tacket Street car parkwest of Cox Lane

• actively promote new developmentswhich provide a range of unit sizescreating a greater variety to meetdemands in the retail market

• creation of street networks whichpromote leisure shopping and areattractive and convenient for allpedestrians

• ensure that developments are cohesiveand assist in the creation of a clean,safe and user-friendly town centre

• promotion of a “café culture” bypermitting more food and drink uses inthe heart of the town centre andpromote the development of a safeand family-friendly night-time economy

• an improved open air market • concentrate any large scale office

development in the Ipswich Village/Portman Road areas

• promotion of residential development,particularly family units, throughoutthe town centre. Any suchdevelopment should create a safe,secure and friendly environmentadequately balancing the needs ofresidents and businesses to improvequality of life for all and supportgrowth

• residential-led mixed-use developmenton the Cox Lane car park east of CoxLane (formerly known as the “MintQuarter”)

• implementation of the Ipswich MajorScheme for transport improvements inso far as it does not compromise otherobjectives

• provision of a series of medium-sizeshort-stay multi-storey car parks atTacket Street, Merchant Quarter, WestEnd Road, Waterfront (east) and Crowncar park

• improve bus access to the central area• relocation of the two bus stations to a

single bus station on the Tacket Streetcar park and creation of enhancedsatellite bus stops strategicallypositioned around the town centre

• improved cultural and leisure facilities,enhanced Museum & Arts Hub (HighStreet) and an arena/conferencingfacility (Education Quarter on theWaterfront)

• improve links for pedestrians betweenthe Waterfront and town centre

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• improve the comprehensive pedestrianinformation and wayfinding system,Walk Ipswich

• make Star Lane more pedestrian-friendly and easier to cross

• extend pedestrianisation• incorporate quality open space within

all new development• enhance the look and use of public

spaces (including Cornhill) throughoutthe town centre

• implement tree-planting schemes toimprove the street scene throughoutthe town centre.

1.4 Sustainability is key to the developmentof the town centre in the future,providing a healthy and vibrantenvironment for businesses and retailersas well as an attractive place for peopleto enjoy.

1.5 The delivery of the majority of these willbe driven by the private sector but theCouncil has an interest in some of thesites and is committed to delivery of theproposals in this Master Plan. It will beactive in the pursuit of these objectivesand will also consider CompulsoryPurchase to unlock difficulties.

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2. position statement

2.1 Ipswich is the county town of Suffolkand is as a key centre for developmentand change. Ipswich is also recognised asa regional town centre, a regionaltransport node, and a priority area forregeneration. Ipswich as a local authorityarea has a population of 128,300 (2010)and a much larger catchment populationin the region of 310,000. People live,work, shop and enjoy leisure andentertainment activities in the towncentre.

2.2 The town centre was declared a BusinessImprovement District in 2007 and anindependent management company,Ipswich Central, was established tomarket and initiate improvementprojects within the central area includingthe Waterfront. Ipswich Central won a

ballot for a second five-year term fromApril 2012.

2.3 Ipswich strives to be the greenest townin Suffolk and can already offernumerous parks and green spaces withinthe Borough. It has a low-carbonfootprint and the intention is to reducethis further.

2.4 The regeneration of the Waterfront overthe past decade has made Ipswich moreattractive. University Campus Suffolk,Jerwood DanceHouse, high-qualityapartments and a four-star hotel have allbeen built. There are more than 500berths at Haven Marina and NeptuneMarina, as well as luxury yachtmanufacturers on the Island site. Theemergence of the Waterfront as a

Ipswich Waterfront

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destination has emphasised the need forbetter links to the central shopping area,with its associated retail and tourismuses.

2.5 In recent years a number of projects havebeen undertaken to enhance the towncentre. These include:-

• The Walk Ipswich Project is beingimplemented. It will provide acomprehensive signage system to helpvisitors and residents alike to findpublic, cultural, recreational, retail andeducational facilities throughout thecentral area and at arrival points usinghigh quality mapping of streets andsites

• Streetscape improvements werecompleted in September 2010 at thejunction of Princes Street, King Street,Queen Street and Butter Market, anarea known as Giles Circus withsupport from the Haven GatewayPartnership. The main objective toprovide a larger, quality public spaceusing natural materials. Additionalimprovements have been undertakenat Northgate Street and Upper BrookStreet.

2.6 This Master Plan seeks to build uponthese and bring together in a focusedmanner the various aspects of the towncentre, to recommend improved links,

and attract new retailers, employers,residents, students, customers, visitorsand leisure providers to the town.

2.7 The Master Plan is focused on the areadefined in Appendix 1. The Master Planwill also feed into the statutory IP-Onearea action plan (AAP) developmentplan document, which is part of a suiteof documents within the Ipswich LocalPlan.

2.8 The Master Plan has an end date of2027, and will be updated annually andas new information becomes available.

2.9 The Council has undertaken a SWOTanalysis of the town centre; this hasidentified an initial scenario that thetown centre has and will continue tochange shape. Westgate and Carr Streetsare likely to become peripheral retaillocations (though the old Civic Centresite, now known as the Westgate Centre,has the benefit of a resolution to grant aplanning consent for new retaildevelopment might offer the towncentre something complementary to thehigh street). The core is likely to developa more pronounced north - south axistowards the railway station andWaterfront. The links with theWaterfront will be assisted by animproved shopping offer. Overall retailfloorspace will increase significantly.

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3. policy statement

3.1 Current planning policy for the towncentre is contained within thedeveloping Ipswich Local Plan whichincludes three key development plandocuments (DPDs):

- Adopted Core Strategy and Policies DPD- Draft IP-One Area Action Plan DPD- Draft Site Allocations and Policies DPD

The Ip-One Area Action Plan DPD andSite Allocations and Policies DPD arecurrently in the process of beingprepared.

3.2 The Council is currently producing anupdated Economic DevelopmentStrategy.

3.3 The Council has recently adopted a newCorporate Plan - Building a BetterIpswich.

3.4 The Council approved an EnvironmentStrategy in 2010 with the vision :

“Leading by example to establishIpswich as the greenest town in thegreenest county”.

3.5 Suffolk County Council is currentlyundertaking the formal adoptionprocess for Local Transport Plan (LTP) 3(2011 - 31).

3.6 Ipswich is within the Haven GatewayGrowth Point Area, and is a member ofthe Growth Cities network, acollaboration with twelve other townsand cities in the region includingColchester, Luton, Norwich,Peterborough and Southend.

3.7 The Local Enterprise Partnership (LEP)covering Suffolk and Norfolk and knownas New Anglia was approved by theGovernment in December 2010. Ipswichis one of the founding partners of theLEP which will be the principal conduitfor national funding.

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4. a vision for ipswich town centre

4.1 The formal framework for the future ofthe town centre is contained within theLocal Plan. Ipswich Central, the BIDcompany, has also produced a vision incollaboration with Ipswich BoroughCouncil specifically for the town centreand branded Ipswich as a “WaterfrontTown Centre”.

4.2 The council's vision (as stated in theadopted Core Strategy) for Ipswich is:

“to improve the quality of life for allwho live in, work in, learn in and visit

Ipswich, by supporting growth andensuring that development happens ina sustainable manner so that theamenities enjoyed by local people arenot harmed and the town is enhanced.

Ipswich will be a more vibrant, activeand attractive modern county townsuccessfully combining moderndevelopment with historic character - atrue focus for Suffolk and beyond. It willbe a place where people aspire to live,work, learn, visit and invest - and it willhave a reduced carbon footprint”.

UCS on the Waterfront

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4.3 Town centre vision

• there will be more people living andworking in the town centre, which willbe the focus for much of the newdevelopment

• people will enjoy an improvedshopping centre that includes newstores of greater diversity occupied byboth independent and nationalretailers on allocated sites, providinggreater choice than at present

• pedestrian links between the centralshopping centre and the Waterfront,Ipswich Village, Education Quarter andrailway station and northern gateway(Henley Road and High Street access tothe town centre) will be direct,attractive, safe and well-signed

• pedestrians, cyclists and publictransport users will come first inIpswich town centre. Trafficmanagement measures, in conjunctionwith improvements for pedestrians,cyclists and buses, will ensure effectivelinks between the wider Ipswich areaand the town centre, and help keepcongestion down and accessibility easyin the centre

• the distinctive network of beautifulparks and open water will be enhancedby the completion of the river path,and additional tree-planting andlandscaping in new developments andon the streets

• the Education Quarter will continue todevelop and grow to provide anintegrated campus, adding to thevitality of the Waterfront

• culture and leisure facilities, bothpublicly and privately provided, such asthe Ipswich Museum and Arts Hub,will be enhanced and increased interms of provision.

4.4 Ipswich Central, the BID company, andIpswich Borough Council havereproduced a Vision for a “WaterfrontTown Centre”. The Vision is defined as:

“As a major regional centre, Ipswichshould strive to create prosperity -enriching the lives of residents,businesses and visitors – by creating awaterfront town centre.

“It is a place whose estuary location givesrise to a culture that is at once outgoingand naturally welcoming. We willstrengthen these attributes. Ipswich willbe vibrant and dynamic and will also bepragmatic, progressive and diverse. Itcan be both reflective and imaginative,in keeping with its rural setting, butalso gritty and hard-working, arisingfrom its roots. Ipswich will thrive onsuch individuality and difference.

“Above all, we want Ipswich to recaptureits adventurous spirit. We shouldchallenge convention, look furtherahead and embrace new ideas. With aneye on far horizons we should use ourgood connections and seek influencebeyond our boundaries.

“By reconnecting the town centre withthe Waterfront and the future with ournatural spirit of place, Ipswich will becelebrated for where it is going as muchas where it has come from.”

4.5 This Master Plan takes forward theseaspirations and contains proposals onhow it will meet these aspirations. Themarketing and promotion of the brand“Waterfront Town Centre” will be usedto increase awareness and profile of thetown centre both regionally andnationally.

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5.1 The town serves both the urbanpopulation, and outlying rural areasstretching from Felixstowe to Bury StEdmunds, Sudbury and Colchester.Ipswich is ranked by VENUESCORE 2010as a regional centre, the third largestcentre in East Anglia, behind Norwichand Cambridge and above Colchester.

5.2 The central shopping area has a goodrange of mainstream fashion and durablegoods retailers, plus appropriately sizedstores for Marks & Spencer, BHS andPrimark, as well as a large Debenhams.Several new retailers, including Waitrose,have entered the high street over the pastfew years, despite the prevailing economicclimate, increasing and improving theretail offer of the town centre. There is,however, a perception that a greatervariety of shop unit sizes should beavailable within the town centre.

5.3 The main bulk shopping needs are met bythe food superstores in out of centrelocations. The Grafton Way mixed-useregeneration area will go some way toredressing the balance by providing alarge food store in an edge of centrelocation and will provide synergies withthe existing high street and improvelinkages between the Waterfront andtown centre. Potential for linked trips willhelp claw back shoppers and spend fromother competing out of centresuperstores. To secure the maximumpotential for linked trips, opportunities forenhancing the accessibility to the centralshopping area should be given priority.

5.4 Although Ipswich is a large andrelatively popular shopping destination,there is some fragility in the towncentre's overall vitality and viability. Keyperformance indicators show that:

5. retail

Thriving town centre

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• there are a limited number of highquality department stores

• there is a "quality" gap in its overallretail and fashion offer

• there is a lack of availability ofdifferent size units

• it has not benefited from significant newdevelopment since the ButtermarketShopping Centre opened in 1992.

5.5 New developments at Cambridge, BurySt Edmunds and Norwich have erodedIpswich's status.

5.6 In contrast, Colchester falls short ofIpswich in certain respects and is aheadin others. Colchester has gaps in therepresentation of mainstream multiples,whereas Ipswich is perceived to belacking to some degree in thedepartment store sector, together withthe quality and independent specialistsegments of the market, though inrecent years new entrants have openedin the town centre.

5.7 The main east west axis is some 1kmlong. A more compact centre would bemore attractive with the potential togenerate a greater variety of pedestrianroutes with easier access to a greaternumber of stores closer to one another.Such a change in orientation would alsoconform with the aspiration of theVision to blend the existing retailthoroughfares with the Waterfront area.There is evidence that as a consequenceof retailer preferences and opportunitythe axis of the town centre is changingto a more north - south orientation.

5.8 The threats to Ipswich are:

• the current linear street patterndiscourages a complete shoppingexperience

• strong competition from Cambridgeand Norwich in particular.

5.9 The opportunities for Ipswich are:

• the historic street pattern,conservation areas and listed buildings

• the recent improvements such as GilesCircus

• the Waterfront • town centre is relatively flat and easily

walkable• there are no major roads breaking up

the central core• the station is within walking distance • Park and Ride.

5.10 Ipswich must build on its strengths.These are primarily its county townretail/employment status as a centreserving an extensive rural hinterland,extending from Felixstowe to Bury StEdmunds, Sudbury and Colchester; itsheritage of medieval churches and thehistoric core; and the Waterfrontregeneration, including the universityand Grafton Way regeneration area.Thus, restoration of the historic streetpattern and the associated uses,investment in the town centre, includingthe provision of more public open spaceand the spreading northwards of theWaterfront regeneration towards thetown centre, would all contributesignificantly to building on the characterand strengths of the Borough.

5.11 It is forecast that in Ipswich there islimited capacity for new convenience(food) retail floor space before 2021, thiscapacity increases to 5,370 square metresnet by 2026. For comparison (non food)goods, there is 13,320 square metrescapacity to 2016 (allowing forcompletion of the Grafton Way

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mixed-use regeneration project and the Westgate Centre) increasing to 47,498square metres by 2026 and 71,458 squaremetres by 2031. However, this is a broadindication of need at 2010 rather than amaximum or minimum that has to be met.

5.12 For the future retail direction of Ipswichthere are two options: (1) to continuewith the orthodoxy i.e. large scaleretailing on the Cox Lane RegenerationArea (formerly Mint Quarter) of 50,000square metres; or (2) to considerwhether other sites in combinationcould be successfully delivered for retailtogether with reduced or no retail at theCox Lane site.

5. 13 The current and past strategy for manyyears has been to strengthen Ipswich’sregional status. During the early 1980sthe town was successful in securing twoshopping centres, Tower Ramparts andthe Buttermarket. Since these shoppingcentres were developed there has beenno substantial retail development in thecentre.

5.14 The development of the Cox Lane areafor a major shopping centre has beenenvisaged as essential for regional statusfor over 25 years, but during severaleconomic cycles no scheme has emerged.

5.15 A planning application for the WestgateCentre for a shopping complex of some15,248 square metres net A1 use, 258square metres of A3 use including someresidential and an extension to the NewWolsey Theatre remains undeterminedpending a planning obligation beingcompleted. This is supported by theCouncil as an edge of town centredevelopment.

5.16 To achieve true regional status thechallenge remains to "raise the bar".Development of the Mint Quarter andWestgate Centre in a suitable formatand with an appropriate retail mix hasbeen the long accepted only means ofachieving this.

5.17 The difficulties in securing an anchortenant for any Cox Lane scheme and thesite’s position outside the centralshopping core means that considerationshould be given to the abandoning ofthe aspiration and the exploration ofother uses for this site.

5.18 To make a more compact and convenientcentre and to link the Waterfront in linewith the Vision, the key developmentsites will be the catalyst: -

• extension of the Tower RampartsShopping Centre to the north, linkingto car parks, Crown Pools and the newMuseum and Arts Hub

• extension south of the PrimaryShopping Centre (Merchant Quarter)

• Cox Lane having a role to play at itswest end (Tacket Street car park)

• Westgate Centre scheme beingprotected as an edge of town centresite, in the light of the planningcommitment already given.

5.19 Spread over the three identified sites(Cox Lane, Merchant Quarter and TowerRamparts) a total of some 40,000 squaremetres comparison floorspace could beprovided. This will provide theopportunity to widen the range of unitsizes to improve and enhance the towncentre offer. The action taken by theCouncil and market forces willdetermine the quantity and timing of

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the provision of this space. Thedevelopment of these sites should alsoassist in the promotion of the linkage ofsecondary streets and the creation of acircular shopping experience.

5.20 It is recognised that a successful towncentre needs both a vibrant day-timeand night-time economy offering placesto meet, eat and drink, and satisfying awide variety of interests and cultures. Itis important that these activities aredispersed throughout the town centre,and also public spaces.

5.21 The Council intends to improve the towncentre market offer and also ensure thatthe Cornhill’s potential as the principalopen space within the town centre ismaximised. A vibrant market is anessential ingredient in the enhancementof the town centre.

5.22 Ipswich already has many of therequirements of a successful town centreas outlined in the recently publishedMary Portas review of town centres,including successful markets, and a BID.Further actions will be undertaken tostrengthen the town centremanagement.

Recommended Proposals:-• build on the aspiration for Ipswich to

be a regional shopping and culturaldestination

• achieve the goals of the Vision anadditional 40,000m2 retail-led mixeduse development on sites (1) betweenthe Waterfront and the town centre(Merchant Quarter) (2) northwardsextension of Tower Ramparts and (3)Tacket Street car park west of CoxLane

• actively promote new developmentswhich provide a range of unit sizesrather than large single departmentstores

• creation of street networks whichpromote leisure shopping and areattractive and convenient for allpedestrians

• promote a “cafe culture” by permittingmore food and drink uses in the towncentre retail heart

• an improved open-air market andmore specialised markets

• encourage and promote there-shaping of the town centre so thatits orientation is more north to south

• encourage retailers to extend theopening hours to the early evening.

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6.1 Ipswich enjoys a diverse economy. Theprincipal employment sectors in Ipswichare public administration (31.4%),finance, IT and other business activities(22.7%) and distribution, hotels andrestaurants (26.3%). Service sectoractivities encompass more than 80% ofthe total employment of Ipswich. Theoverall structure of Ipswich is fairlysimilar to the national average except forthe manufacturing sector, for which thefigures are significantly lower than inSuffolk, the east of England andnationally. More people are employedwithin the public sector than in anyother industry sector.

6.2 The economic activity rate for Ipswich isabove those for the region and thecountry, but so too is the unemploymentlevel.

6.3 Key local economic sectors are: port andlogistics; financial services; education andapplied research; culture; health, socialwork; energy, creative and media;distribution and hotels; and the publicsector. The University hub including, UCS,Suffolk New College and the Waterfrontseedbed office-based employmentcentres at Felaw Street Maltings andIP-City Centre have created a newemployment dynamic which has added anew dimension to the employmentcomposition of the town. The continueddemand for new hotels in the towncentre/Waterfront will also add toemployment growth.

6.4 Continued strength is expected infinancial and business services; anydecline in public sector employment(Centre for Cities research identifiesIpswich as particularly vulnerable in thisrespect) is likely to result in an increase in

employment in the private sector.Education and health will remain key growth sectors (through University Campus Suffolk, Suffolk New College and Suffolk One); transport andcommunications are also expected tobecome key sectors.

6.5 A number of private sector and publicsector office-based employers arepresent in the town centre, including inthe insurance sector AXA Insurance, RBSInsurance and Willis Limited, with themain council offices of Ipswich BoroughCouncil and Suffolk County Councillocated in the Ipswich Village area of thetown. These offices occupy key sites and

6. business and enterprise

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Ip-City Centre

provide an important function in thecurrent and future success of the towncentre. There are also a number ofsmaller organisations occupying eithersmall individual offices or parts of largeroffices such as Crown House.

6.6 There is currently perceived to be anover-supply of vacant offices in the towncentre. However, much of this is seen asnot attractive to the market with noGrade A office space available and isdominated by secondhand space.

6.7 Longer term, the aspiration is to attractprime office space to the town centrespecifically in the Ipswich Village andWaterfront areas, offering an alternativeto that provided out-of-town. Withgood rail links to London and Norwich,the town centre is easily accessible by

foot, bicycle and public transport.Long-stay parking should continue to beprovided in these areas.

6.8 The Merchant Quarter is likely to be anattractive option to professionals andsmall-medium enterprises, as these willprovide a mixture of unit sizes as well asbeing close to various support services ina vibrant environment.

6.9 The provision of more employment inthe town centre would support moresustainable living and travel-to-workpatterns in line with the Council's vision.

6.10 Employment growth in the town centreis likely to be characterised by:

• the expansion of the education sectorat the UCS/New Suffolk College hub

The Willis building

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• small-office based IT/media/culture(Dance East) education support servicesgrowth at the Waterfront

• continuing hotel/retail jobs especiallyin the Grafton Way area

• traditional large-scale office basedemployment will be focused in theIpswich Village area, includingPortman Road. Numerically like for likereplacement long-stay parkingprovision this area will be requiredOffices with large floorplates in anoffice campus design approach arelikely to be developed

• the Merchant Quarter willaccommodate a range of small/medium office suites and buildings. Inaddition there will be some retail andresidential development all supportingthe Waterfront

• the development of a conferencefacility on the Waterfront allied to thearts, leisure and educational activities

• development of the creative industriesthrough the Ipswich Museum and ArtsHub and other publicly and privatelyprovided cultural facilities.

Recommended Proposals:-• concentrate any large-scale office

development in the IpswichVillage/Portman Road areas

• encourage and support creativeindustries to supplement and enhanceretail and cultural activities

• support and encourage businesses inthe growth sectors to locate anddevelop within the town centre.

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7. culture, heritage and leisure

7.1 Ipswich has a rich heritage dating backto Anglo-Saxon times, with a modernvibrancy enriched by a diverse andmulti-cultural community.

7.2 The town has a wealth of cultural,heritage and leisure assets which bring insignificant visitor numbers (2.6 millionday visitors per year and 1.0 millionlonger stay visitors, including those fromoverseas and the rest of the UK). Thissupports a burgeoning cultural industryand economy. There are a number oftheatres and other cultural facilities(including five of the Art Council’snationally funded organisations) directlyand indirectly employing a significantnumber of full and part-time staff.

7.3 This Master Plan will help make Ipswichan even stronger force regionally; willdeliver the development of creative andcultural businesses; will bring in greater

visitor numbers, and an increase in theleisure and recreational use of the towncentre.

7.4 Performance arts

• the Regent Theatre, Corn Exchange,New Wolsey Theatre and JerwoodDanceHouse attract major popularperformers with a regional and nationalreputation. Total attendance figures arerunning at 350,000 a year.

7.5 If these performing arts facilities are tocontinue to attract these large audiencesand compete on a regional and nationallevel, they will need furtherimprovement. This plan provides for:

• developing the New Wolsey Theatreand Regent Theatre as centres for talentdevelopment and creative learning

Christchurch Mansion

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• re-use of the vacant Odeon Cinema siteas a complementary arts/leisure venue

• provision of an arena conferencecentre near the Waterfront (in theEducation Quarter)

• support for the development ofancillary activities to further promoteDance East’s local and regionalsignificance

• support for the flourishingindependent film theatre

• increased use of the Town Hall andCorn Exchange for cultural events.

7.6 Arts, Museums and Heritage

Ipswich’s town centre galleries andmuseums attracted around 110,000visitors in 2010 and have the potentialfor an increased regional draw. Thiscould be achieved by:

• establishing a centre of excellencecentred on the High Street with a£10 million refurbishment of IpswichMuseum and Arts Hub. This willinclude enhancement of thecontemporary and modern art galleryand the development of new learning,performance and studio space for thecreative arts. This cultural hub willinclude organisations within the ArtsCouncil National Portfolio, such as NewWolsey Theatre, Gecko and the RobertPacitti Company

• improved links to the northerngateway should support this, includingany redevelopment of the formerCrown Car Park site, and theopportunity to redesign the routes toIpswich Museum, Crown Pools andChristchurch Mansion with trees andtraffic calming measures

• highly organised promotionalcampaigns to develop Christchurch

Mansion as the Constable centre,where the largest and most uniquecollection of works by John Constableoutside of London can be viewed andstudied, with direct tourism links toConstable Country in partnership withthe National Trust.

7.7 Events

Ipswich has an impressive and diverseannual Events and Festival programmethat includes major concerts, outdoorfilm screenings, the award winningIp-art festival (including Ipswich MusicDay and the Indian Summer Mela), thePulse festival, the Food & Drink Festival,Ipswich Maritime Festival and the annualfireworks display in Christchurch Park.The total number of visitors to these is inthe order of 200,000 per year.

7.8 These and other events will be moresuccessful as a result of this Plan’semphasis on creating more useable andopen public space. In addition it isproposed to:

• establish a town-wide events group toco-ordinate a programme of events

• secure external funding or sponsorshipto make Ip-art the premier regionalfestival with a dedicated director

• develop a regular Maritime Festival • publish a programme of up to 20

major events each year.

7.9 Historic Buildings, Public Art and Greenspaces

Ipswich has a particularly well-preservedbuilt heritage with many listed buildingsincluding Grade 1 examples such as:Christchurch Mansion, Ancient Houseand the Willis Building designed by Lord

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Foster. Ipswich also retains much of itshistoric street pattern and architecturaldetailing. There is an unparallelednumber of historic churches, many ofwhich are in public use as places to meetand eat.

7.10 Public art and statues are keycomponents in ensuring a high qualitypublic realm. The nationally awardedArtathon initiative encourages people towalk between these sites and there areambitious plans to have privatelysponsored public art trails and a Never-Ending Mural linking key sites. This willsupport and be supported by the IpswichMuseum and arts hub development onHigh Street. The proposed expansion ofthe Museum and arts facilities issupported by the Arts Council.

7.11 The town centre and its Waterfront havetwo historic parks - the Green flag awardwinning Christchurch and Holywellsparks. Access and signposting to theseparks will be improved as part of thisplan. The improved open spaces withnew trees and sensitive planning willhelp meet our aspiration of being thegreenest town.

7.12 The town provides a wide-range of highquality leisure opportunities andfacilities, attracting more than 1,000,000visits annually, including Ipswich TownFootball Club, Cardinal Park, private andpublic sector gyms, Suffolk NewCollege’s Goals/Sports Centre, and theCrown Pools and Fore Street swimmingpools. The regenerated Waterfrontprovides a range of leisure activitiesincluding a 500-berth yacht marina withcomplementary restaurants, hotels andbars. All of these will be developed tosupport the overall attractiveness of the

town centre. New facilities will also beprovided and encouraged to support thisexisting provision.

Recommended Proposals:-• support the development of regional

and nationally renowned cultural andleisure facilities in the town centre,such as the Constable centre inChristchurch Mansion’s improvedculture and leisure facilities

• promote an arena and conferencefacility in the Education Quarter

• develop a centre for culturalexcellence based on the existingIpswich Museum and Arts Hub on HighStreet with links to Crown Car Park,Crown Pools, Tower Ramparts andChristchurch Park through public realmimprovements

• heritage centre and Waterfront visitorattraction.

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8. marketing and tourism

8.1 Tourism is a key generator ofemployment and important in bringingin revenue, not only for accommodationproviders but for local attractions,retailers, restaurants and leisureproviders. The Vision for Ipswich seeks tocreate a vibrant town centreencompassing the unique Waterfrontregeneration area and the developmentof a safe night-time economy. Both arevital in improving Ipswich’s tourism offer.

8.2 In order to deliver this offer, the Counciland its key partners are workingtogether to formulate a new tourismstrategy in order to provide targetedmarketing.

8.3 The purpose of a new over-archingIpswich Tourism Association would be to

target marketing resources around anumber of key campaigns with realisablegoals (e.g. working with stakeholdersoutside the town and the MuseumService to promote Ipswich as part of awider visitor campaign, and developinglinks with travel trade fairs and groupbookers). The support of Ipswich Central,the Council, hoteliers and attractions willbring together retailers, touristinformation, events promotion and thevisitor attractions themselves.

8.4 Ipswich Borough Council is continuouslyupdating its tourist information serviceby adopting new techniques to appeal tomore residents as well as visitors. Aninformation point has been opened atUCS on the Waterfont.

Ipswich entertains

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8.5 The Council is working with the IpswichBID company on the development of anew interactive web site to promote thetown centre, which will replace existingwebsites such as “Visit Ipswich”.

8.6 In addition, Ipswich Borough Councilwith other local authorities in Suffolkand Norfolk are supporting a privatesector tourism initiative known as “VisitEast Anglia”. The objective is to marketIpswich as a cultural, leisure and citybreak destination throughout the UKand beyond.

8.7 The Council and its partners will use thewebsite, the Tourist Information Centreand its targeted marketing campaigns toensure Ipswich’s attractions are betterknown to both visitors and residents. Itwill also aim to maximise thecontribution of tourism to the growth ofthe Ipswich economy.

Recommended Proposals:-• promotion of the evening economy

which is safe and welcoming• establishment of a new Ipswich

Tourism Association• development of effective web access

to tourist information with IpswichCentral.

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9. housing

9.1 Recent developments have broughtpeople back into the centre of Ipswich tolive. This in turn enhances the vitalityand viability of the area throughresidents using the town centre to meettheir everyday requirements. Living athigher densities and in central locationsalso provides the opportunity to pursue alow-carbon lifestyle. Ipswich railwaystation is on the Norwich to Londonmainline and also has good railconnections to Cambridge andPeterborough. Locating housing close toconvenience and comparison retailingfurther ensures that shopping trips canbe made on foot and by bicycle, and fora number of people employmentopportunities are also nearby.

9.2 The presence of the university in thetown has led to a rising studentpopulation living around the Waterfrontarea in purpose built studentaccommodation (e.g. Athena House - 600beds). This, over time, will also result in achange in the demographic profile of thetown centre and consequently lead tochanging demand for services.

9.3 In the adopted Core Strategy and PoliciesDPD the Council plans to deliver 700homes per year in the Borough to 2027with a large proportion of thesedwellings focused around the towncentre, Waterfront and Ipswich Village.Residential development at theWaterfront has slowed down due tocurrent economic conditions, withdevelopers focusing on sites currentlyunder construction. The regeneration atthe Waterfront is of key importance tothe town with high-density residentialmixed-use schemes. The draft IP–OneArea Action Plan DPD also identifies anumber of sites in these areas that are

suitable for housing or housing-ledmixed-use schemes at varying densitiesand the development of family homes inthese areas which will also beencouraged.

9.4 New housing developments are oftencited as responsible for generatingsignificant additional car traffic, andwhile car ownership may still occur inthese town centre locations, they shouldreduce the need to travel by car due tothe close proximity of employment, retailand leisure activities, bus and trainservices. They also represent theopportunity to build higher energyefficiency levels, particularly through theCode for Sustainable Homes. Communityfacilities can further be enhancedthrough new development and this canalso meet any deficits identified, forexample in the provision of play space.

9.5 Substantial additional housing in the town centre would make for sustainable living, less commuting, a diverse urban character, more evening activity and additional retail spend which all supportsthe Council's vision for the town centre.

Recommended Proposals:-• residential-led mixed-use development

on the Cox Lane car park east of CoxLane (part of the site formerly knownas the “Mint Quarter”)

• the Star Lane area to the rear of OldCustoms House should be the mainfocus for additional studentaccommodation

• sustainable mixed-use developmentincorporating residential should bepromoted throughout the town centre

• residential development should beencouraged throughout the towncentre, particularly family units.

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10. transport

10.1 The town centre currently has goodaccessibility by all transport modes. Thereis a strong, mostly commercial busnetwork connecting residential areaswith services that take people right intothe edge of the town centre. Longerdistance trips from the hinterland areserved by buses as well as park and ridebus services to the south and east. Thereare also extensive rail services to the restof East Anglia, London and the Midlands.Accessibility to and around the towncentre for walking and cycling is fair butthere is a need to increase the qualityand safety of routes, to improveinformation and to provide morefacilities for crossing the busy roads atthe edge of the central area.

10.2 There are numerous short-stay carparking locations to support shops in thetown centre. This is due partly to anumber of development sites betweenthe town centre and the Waterfrontbeing vacant and used as temporaryparking facilities. As these Waterfrontsites come forward for developmentthere will be a need for a sustainableapproach to additional short-stayparking closer to the town centre. Theretail core could be enhanced with anetwork of medium-sized multi-storeycar parks strategically placed around theedge of the central shopping area and inthe Waterfront.

10.3 Changes to the transport system will beneeded to support the aspirations in thisMaster Plan.

10.4 A key challenge is to achieve greater useof sustainable transport through a modalshift from car travel to cut congestion,especially at peak times.

10.5 A further challenge is to providehighway and transport changes to theexisting network through improvementsat key junctions and additional crossingfacilities.

10.6 Ipswich - Transport Fit for the 21stCentury is a major transport scheme thathas a planned implementationprogramme from 2012 to 2015. This£20 million project will improve thecurrent transport network and isintended to accommodate plannedgrowth in the town to 2025. There arethree interconnected scheme elements:computerised traffic control andmanagement; improvements to businfrastructure; and improvements towalking and cycling facilities. Thesestrands will be supported by programmesto encourage people to change travelbehaviour and strong planning policies.The principal components of thetransport scheme are:

• a computerised urban trafficmanagement and control system willcontrol all the traffic signals within thewider Ipswich area, providing priorityfor buses at junctions. The system willalso include variable message signs thatcan provide information about car parkoccupancy, road closures, trafficinformation etc. This will be linked tothe proposed A14 and A12 informationsystems

• a real time passenger informationsystem for the local bus network willinclude screen displays at both busstations, at many bus stops around thetown centre and on radial bus corridors

• remedial works to both Old CattleMarket and Tower Ramparts is to beundertaken. However, a single bus

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station is being considered in order toovercome the current separation oftown and country services and tooptimise the use of land. In addition,there will be improvements to key busstops in the central area, providingbetter waiting and informationfacilities

• excellent walking and cycling networkswill connect central areas such asIpswich Village, the Waterfront,education quarter and town centre toeach other, to the railway station andbus stations. Eight priority routes havebeen identified to achieve this aim.Included in this will be the removal ofthe roundabout and pedestriansubways at Princes Street/Civic Drive sopeople can cross at ground level. Thischange will also enable bus priority andenhance the setting of the Willisbuilding as a gateway to the towncentre.

10.7 A new bus service serving the Waterfontand town centre is planned, part-fundedby the private sector.

10.8 The provision of a comprehensiveinformation system, the Walk IpswichProject, has been implemented to aidmovements around the town centre andprovide links between key centres suchas the railway station, town centre andthe Waterfront.

10.9 Expanding and changing the shape ofthe town centre retail core can beachieved through a programme offurther pedestrianisation. In this Plan it isproposed to pedestrianise Princes Street(north), Queen Street and Upper BrookStreet and further opportunities exist atMuseum Street, Lloyds Avenue andNorthgate Street.

Recommended Proposals:-• implementation of the Ipswich Major

Scheme for transport improvements inso far as it does not compromise otherobjectives

• provision of strategically positionedmedium-sized short-stay multi-storeycar parks at Tacket Street, MerchantQuarter, West End Road, Waterfront(east) and Crown car park as and whenthe schemes are implemented

• improve bus access to the central area• relocation of the two bus stations to a

single bus station on the Tacket Streetcar park and creation of enhancedsatellite bus stops strategicallypositioned around the town centre.This will enable the Tower RampartsShopping Centre to be extendednorthwards with a pedestrian link toCrown Street car park and creation ofan improved link between the towncentre and the Waterfront via TurretLane

• making Star Lane more pedestrianfriendly and easier to cross

• improve links for pedestrians betweenthe Waterfront and Town Centre

• complete the installation of thecomprehensive Walk Ipswichinformation system to helppedestrians get around the town.

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11. street scene

11.1 As with most urban centres, significantcomponents forming the character ofIpswich town centre are its street patternand its collection of urban spaces. TheIpswich central area is fortunate inhaving a fairly compact pattern of streetsand lanes, some which date back to the7th Century, and which form an attractiveand intricate network of routesthroughout the area, generally with anorth to south axis. Ipswich is equallyfortunate in having an extensivecollection of urban spaces spreadthroughout the centre.

11.2 The development and enhancement ofthese urban spaces would result in apositive change in the perception andcharacter of the town.

11.3 Ipswich town centre already benefitsfrom extensive investment in theprovision of pedestrian-priority andenvironmental enhancement schemes inmany of the primary shopping streets andlanes. These schemes contribute greatlyto the importance of Ipswich as ashopping and business destination.

11.4 There are more than 20 urban spaces inthe town centre and along the town'sWaterfront. The use of these spacesvaries: some of the smaller spaces such asArras Square are well-used by people.Others do not encourage people to sitand stop due to a lack of definition as apublic space.

11.5 The major arrival points, the railwaystation, Old Cattle Market and TowerRamparts bus stations and the main towncentre car parks, do not create attractivegateways to the town centre and mostlack a sense of arrival and information tosupport visitors and onward journeys.

11.6 Within the centre, the aim of the strategywill be to build upon the existing patternof urban spaces, identifyingenhancements where necessary anddeveloping new public spaces as part ofredevelopment schemes, (e.g. the CoxLane Regeneration Area and MerchantQuarter), linking them to each other -and rail and bus stations with attractiveand safe pedestrian routes. It is essentialthat any redevelopments or newdevelopments within the town centreshould respect the existing strongtraditional corridor character of thecentre’s streets and lanes.

11.7 There is an opportunity to create animage/identity for the town through thedesign of public spaces. Public spaces canperform many different functions butshould enhance visitors’ experiences.

11.8 Residents and businesses within the townhave expressed a desire to see moreoutside seating and the development of acafé culture in town.

11.9 In order to provide greater integration ofthe town centre with importantsurrounding areas, stronger andwell-defined pedestrian links arerequired. There will be improved links forthe following –

- Town Centre to Christchurch Park,Alexandra Park and Alderman Road Park

- Town Centre to Crown car Park andIpswich Museum and arts hub

- Town Centre to Waterfront- Town Centre to Cardinal Park/Ipswich

Village- Town Centre to Education Quarter- Waterfront to Railway Station- Waterfront to Alexandra Park and

Holywells Park

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11.10 Some significant tree-planting along themain traffic routes encircling the towncentre (Friars Road, Civic Drive, CrownStreet, Woodbridge Road, Argyle Streetand Grimwade Street) has already takenplace. This initiative will be extended.

11.11 Street signs will clearly play a role inlinking areas but public art also has arole to play. A route populated by publicart can make a journey more memorableand easy to follow. It can also encouragepeople to walk.

The Council will promote and developpublic art further.

Recommended Proposals:-• improve linkages for pedestrians

between the Waterfront and towncentre

• extend pedestrianisation to includeUpper Brook Street, Queen Street andPrinces Street North

• improve linkages for pedestrians atthe northern gateway betweenChristchurch Mansion, Crown Pools,Crown Car Park, High Street and towncentre

• ensure the incorporation of qualityopen space within all newdevelopment

• enhance the look and use of publicspaces (including Cornhill) throughoutthe town centre

• implement tree-planting programmesthroughout the town centre andcentral area.

Unitarian Meeting House

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12. implementation and delivery

12.1 Ipswich Borough Council is currentlycollecting land ownership information tobe able to contact landowners in respectof potential development sites tore-shape the town centre and tofacilitate development. This data will becollected on an on-going basis as itbecomes available and the Master Planwill focus on individual sites in order todeliver the overall aspirations. Using aGIS layer produced by Experian andknown as the GOAD plan, the Council isable to focus on areas in detail, showingoccupancy data illustratively.

12.2 Giles Circus is one of the most recentsuccesses for the town centre. It followsArras Square, which was constructed aspart of the Buttermarket ShoppingCentre. The Council will ensure that newdevelopment proposals incorporatesimilar public realm spaces in all majornew town centre developments in orderto support its Vision.

12.3 The Walk Ipswich signs project is welladvanced.

12.4 The retail-led mixed-use development atGrafton Way between the Stoke/PrincesStreet bridges is expected to commencein 2012. It will be the most significantinvestment for many years in the towncentre and will have a transformingeffect on the town and how it functions.

12.5 The Ipswich Major Transport Scheme willinject £20 million into the transportinfrastructure of the town centre.Delivery is projected by end of 2014.

12.6 The delivery of remainder of the TownCentre Master Plan proposals will be ledby the private sector, with the activesupport of the Council and its partners.

The Council will actively participate inthe delivery of projects including theacquiring of assets and taking equitypositions where such action can bringforward implementation.

Recommended Proposals:-• explore options for development of the

key sites with the private sector• determine a phasing plan for the key

sites• determine a delivery plan for first key

site.

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appendix 1 town centre plan

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appendix 2 key development sites preferred options

merchant quarter • Retail-led mixed uses on the Old Cattle Market bus station and areas south including the

redundant printing works. Up to 20,000 square metres retail floorspace could be provided • A four-storey multi-storey car park would be needed to pump-prime the retail trade as well as

the Waterfront generally• Successful links with the Waterfront would depend upon reducing the Star Lane barrier.• Relocating the bus station would be necessary• The design of the development must respect the successful established heritage of St

Nicholas/St Peter’s Streets nearby• Development of this quarter would strengthen the Waterfront and links with the town centre• A mixed-use development incorporating housing would complement the established character

of St Peter’s Street.

westgate• This is an important retail site very close to the prime shopping streets, and has an important

role in linking the high street to the New Wolsey Theatre and boosting the low-value west endby increasing footfall and therefore values

• It is a highly visible site on the edge of the town centre with car parking.

cox lane regeneration area• Mixed-use development based on a restoration of the historic street pattern, incorporating

some public open space/central plaza, would greatly improve this long-suffering area andstitch back together Tacket Street, Upper Orwell Street, Cox Lane etc. It would remove blightand restore confidence in Upper Orwell Street

• Buttermarket is enjoying something of a renaissance, with a greater number of higher qualityspecialist shops than Tavern Street. Strategies for Cox Lane should reflect this

• Cox Lane regeneration area should have good access direct from Buttermarket, e.g. by a wideboulevard south of the Cock and Pye pub

• The retail allocation should be reduced to the area of Tacket Street car park, which has goodlinks/visibility to the Buttermarket. Some 10,000 square metres could be accommodated

• One of the town’s strengths is the specialist shopping within the "lanes" of St Stephen’s, DialLane and St Lawrence. The reconstruction of the historic lanes around Cox Lane could facilitatethe expansion of this type of retail

• The area east of Cox Lane could then be primarily residential, including open space butpossibly incorporating a medium size multi-storey car park, and incorporating good linkages tosurrounding streets based on a reinstatement of the historic street pattern

• The development should include a bus station to replace the two existing, possibly with a multi-storey over.

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tower ramparts• This shopping centre is reaching a critical period in its life with the continued absence of an

anchor department store. It is generally accepted to have design deficiencies due to topographyand visibility. However, in essence, the site is well-related to the primary shopping area andthere should be a presumption in favour of its retention and improvement

• It is considered that most of the bus services operating from the bus stations could be providedroadside at satellite stops around the town centre and convenient to where users want to goTherefore, there is scope to extend the Tower Ramparts Shopping Centre up to Crown StreetThis could provide a highly visible major anchor store to enable a significant and importantincrease in floorspace to make it the flagship shopping centre in the central area

• At least 10000 square metres would seem to be possible in the form of an extension of theTower Ramparts Shopping Centre northwards to occupy the whole of the bus station andpossibly the Electric House and Bingo Hall as well

• A multi-storey car park is, however, likely to be necessary in order to pump-prime a successfullarge extension and a rebuild of the Borough Crown car park could achieve this, if thepedestrian link is improved. A medium-size car park is the minimum necessary.

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Indicative proposals

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Westgate

Key

Listed Building

E

Indicative proposals

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Indicative proposals

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Indicative proposals

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Ipswich Borough Council

www.ipswich.gov.ukenquiry@ipswich.gov.uk

Telephone01473 432000

General enquiries:

Ipswich Borough Council, Grafton House 15-17 Russell Road, Ipswich, Suffolk IP1 2DE

Ipswich Borough Council thanks all the people and organisations who have contributed towards thepreparation of this Master Plan, including Ipswich Central, Suffolk County Council and

Suffolk Chamber of Commerce.