Policy H8 - Retail and Commercial Frontages

Justification:

Retail and commercial frontages are the most conspicuous part of a commercial building's façade. As the first point of contact between a business and the public, a well-designed frontage is integral to enticing customers inside. An accessible and inviting frontage will increase customer numbers.

Implementation of good design can have a considerable impact on the wider streetscape. Conversely, poor design decisions can harm an area, especially if the cumulative impact of small-scale changes occurs over a prolonged period.

Retail and commercial frontages contribute to an immediate impression of a place and the general condition of frontages can affect the image of a place. High-quality, well-maintained frontages make a place feel more welcoming to locals and visitors alike. They contribute to a stronger sense of identity and, importantly, encourage a greater number of visitors. Unfortunately, in some instances inappropriate alterations have been made that are unsympathetic to the character and appearance of the parent building and wider surroundings.

A well-designed frontage should be in keeping with the appropriate historical style and character of the building that frames it, as well as the prevailing historical character of the area in which it is located. Alterations to existing frontages should improve this harmony. Where a historic frontage is of the same date as the parent building, retention and restoration of the frontages is always preferable to replacement. However, where a building is of more recent design, a more contemporary treatment of the frontage could be suitable.

Paragraphs 199-208 of the National Planning Policy Framework explain the need to consider potential impacts of new development (such as a shopfront) on the significance of designated heritage assets. In this instance, the Hoe Conservation Area, the Barbican Conservation Area, and the numerous listed buildings located within the Hoe Neighbourhood Area are designated heritage assets.

The National Planning Policy Framework goes on to explain that great weight must be given to the asset's conservation. In developing proposals for new or altered frontages, applicants should consult Policies H1, H2 and H4 of the Hoe Neighbourhood Plan, the Hoe Conservation Area Management Plan, the Barbican Conservation Area Management Plan and the Plymouth Hoe Design Guide to understand the site and local context and how this will inform the nature of the development. Where the existing frontage or signage contributes variety and interest to the character of the building, street and Conservation Area, it will always be preferable to retain and repair rather than replace.

Given the high levels of part-time employment and the high levels of unemployment in the Hoe Neighbourhood Area, many local people are likely to be employed locally. High quality retail and commercial premises design set within a cohesive streetscape can have tremendous impact on the retail and visitor experience, and therefore improve employment security and opportunities. Improving the quality of retail, cafe, and commercial frontages, including signage, would have a positive impact upon the appearance and general character of the area, particularly the seafront and West Hoe shopping parade.

Intent:

Policy H8 promotes a greater understanding of the heritage value and architectural detail of existing retail and commercial frontages in the Hoe Neighbourhood Area and will ensure delivery of a high standard of design and workmanship, which will benefit both traders and shoppers and improve the local environment.

Key Evidence Sources:

• The Hoe Conservation Area Appraisal and Management Plan
• Barbican Conservation Area Appraisal and Management Plan
• Plymouth and South West Devon Joint Local Plan Policies DEV20 and DEV21
• Plymouth and South West Devon Joint Local Plan Heritage Impact Assessment
• National Planning Policy Framework
• Plymouth Hoe Design Guide