2.9 Town Strategies

2.9.1 Each of the towns in North Norfolk have distinct characteristics in terms of their existing roles, character, needs, and their capacity to accommodate additional development. Based on these characteristics the Council has developed visions  for the future of each town. These Visions aim to ensure that, where possible, identified needs are met in ways which are consistent with protecting the identified role and character of each settlement. The strategic policies for each town identify the key developments that will be necessary to ensure that these visions are fulfilled. The visions and strategic town policies should be read together and, with the other strategic policies, provide the framework for the preparation of other development plan documents, particularly the Site Specific Proposals, which should conform with this Core Strategy.

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Cromer

2.9.2 Cromer has the highest recorded housing need of all North Norfolk's towns with a net annual need of 159 affordable dwellings. Substantial housing growth would therefore be required to make a meaningful contribution to addressing this need. There are no large under-used sites but there is scope for further infill development, and redevelopment within the town boundary. It would, however, be necessary to identify opportunities for large scale greenfield development in order to make a significant contribution towards addressing identified housing needs. There is community resistance to large scale expansion of the town into surrounding countryside, much of which is within the Norfolk Coast Area of Outstanding Natural Beauty, and the Council considers that such expansion would have an adverse impact on the sensitive landscape setting of the town, possibly undermining the attractiveness of the town as a major tourist destination. Furthermore the level of infrastructure that is available, particularly the limited scope to increase capacity at local schools and sewerage disposal facilities, would make large scale housing development difficult to accommodate, particularly in the short term. Nevertheless it is important to address housing needs and therefore the town policy seeks to balance addressing these needs whilst minimising environmental impacts.

2.9.3 Historically there has been demand for employment land in the Cromer area and the majority of the existing designated areas are now developed. Cromer is a net importer of employees, and ideally additional employment land should be identified to strengthen the towns employment role. However, Cromer's economy is not so reliant on industrial development with large numbers of jobs in the growing retail, tourism and the public administration sectors. As with housing, further employment land allocations would encroach into the wider countryside and consequently in order to protect the landscape setting of the town no additional employment allocations are suggested, but efforts will be made to retain existing designations on the western approach to the town.

2.9.4 Cromer has the second largest retail centre in the District and shop vacancy rates are generally lower than the national average. Cromer town centre offers a wide choice of shopping and services, serving residents, a seasonal influx of tourists, and residents of a large rural hinterland. It has benefited recently from a regeneration scheme which has enhanced the core retail area through traffic calming and an improved pedestrian environment. There is an identified need for additional comparison goods shopping (non food) within Cromer. This should be provided either within, or as close to, the town centre as possible to enhance its vitality and viability. Cromer town centre is designated as a Conservation Area and there are many Listed Buildings and consequently, large scale development sites are not readily available but there are some opportunities for redevelopment which would improve the appearance of the town centre.

2.9.5 The North Norfolk Recreation and Open Space Study ²⁴ identifies a deficiency of informal recreation space to meet the needs of the southern part of the town which currently lacks suitable facilities within convenient walking distance from residential areas.

2.9.6 In the summer months there is a very high level of demand on car parking in Cromer; however, for the majority of the year the overall supply of car parking space in the town is adequate. Even in the summer months the overflow car park at Runton Road affords the flexibility for overall demand to be met. The public car parks are all to the west of the town and there is the perception that the vitality and viability of the eastern end of the town centre is adversely affected through a lack of parking in this part of the town. In order to provide for greater flexibility in car parking and to encourage greater footfall and accessibility to the east of the town centre the Council considers that a new car park should be provided. 

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Fakenham

2.9.7 The Settlement Planning for North Norfolk Report ²⁵ identifies that Fakenham has the highest levels of self containment in respect of travel to work journeys of all towns in North Norfolk with around 60% of the resident working population travelling to work within the town. In part this is due to the towns location some distance from both Kings Lynn and Norwich but is mainly due to the high number and range of jobs available. Whilst there have been some recent business closures, the local economy remains relatively healthy. Land for the erection of new employment buildings is available on the town's main industrial estate and at Clipbush Lane (adjacent to Morrisons).

2.9.8 Fakenham has one of the larger town centres in the District and with a good mix of retail and leisure uses it remains relatively healthy, retaining a number of key chain stores. However, the Retail and Commercial Leisure Study identifies certain weaknesses in its retail offer and a need (in the western area of the District including the towns of Fakenham and Wells) for additional comparison goods (non-food) floorspace of between 4,070 and 8,600 square metres. A significant proportion of people within the Fakenham catchment go elsewhere to do most of their non-food shopping. In order to improve the prospects of the town centre and “claw back” some of this lost trade, it is important to identify opportunities for retail development, and to ensure that these support the existing retail offer, rather than compete with it. There is no identified need for additional food retailing in the town. Fakenham town centre is focused around the historic core of the Market Place and Corn Exchange. The historic town centre together with the town’s markets is a major part of its attraction. Whilst the need for expansion of the town centre is acknowledged as beneficial to the centre overall, this should not be at the expense of losing its identity or diluting its character. However there are areas where the townscape of the town centre could be improved.

2.9.9 Parts of the town do not have access to small local parks or neighbourhood parks. The recent housing development to the south of Barber’s Lane has introduced some new open space; however, further opportunities to increase the open space provision (particularly to the east of the town) should be sought. The Council will promote opportunities to improve access to the countryside for informal recreation particularly to the Wensum Valley, provided this is consistent with protecting sensitive wildlife habitats. There is also a strong desire for improved community facilities including a resource centre in the town to enable the voluntary sector to continue to serve the local population and its expected increase over the next few years.

2.9.10 As with the rest of North Norfolk there is significant demand and need for new housing. Growth of the town to the south and west is constrained by the River Wensum, its flood plain and sensitive wetland habitats. However, for a number of years there has been a public expectation of further development to the north of the town between the edge of the current built up area and the A148 (bypass). This area comprises agricultural land but is not formally designated as an important landscape or wildlife habitat.

2.9.11 Of all North Norfolk's towns, Fakenham provides the best opportunity to accommodate significant development in a sustainable manner and consequently the Council is promoting a mixed use urban expansion to the north of the town.
 

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Holt

2.9.12 Holt is a significant net importer of employees from the surrounding area including Sheringham and Cromer and 55% of the town's working population work in the town. A wide range of jobs are available. Development of the towns industrial estate at Hempstead Road has been slower than anticipated, and concerns have been expressed about the availability of the designated site. It is considered that providing a choice of possible development sites may be beneficial to the local economy particularly for business-park style developments which would enhance employment opportunities for the cluster of towns and villages in the central part of the district.

2.9.13 Holt has established a reputation as a niche market shopping centre and jobs in retailing constitute a significant proportion of total employment. A range of shops (including a small supermarket) and other services are available in the town centre which acts as both a local service centre and a visitor destination. The success of the town centre results in acute parking problems with both the lack of sufficient spaces and the location of existing car parks creating town centre congestion and conflict with pedestrians. This issue should be addressed in advance of any significant increase in retail development.

2.9.14 As with the rest of North Norfolk there is significant demand and need for new housing. Holt retains a 'small market town' character with development contained within a limited area which avoids urban sprawl into the wider countryside. As there are few, if any, significant opportunities for brownfield redevelopment it would be necessary to identify new greenfield development sites if substantial house building were proposed. The Council considers that new development must respect the scale and character of the town and protect the surrounding AONB and Glaven Valley Conservation Areas.

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North Walsham

2.9.15 North Walsham is the largest town in the District providing a range of employment. It has strong links to Norwich strengthened by an improving rail service on the Bittern Line serving Norwich, Hoveton, Cromer and Sheringham providing an alternative to car commuting. Historically, this has encouraged net outward commuting for jobs with the corresponding potential to attract inward investment impeded by factors including infrastructure uncertainties. Employment-related development is however taking place helping to offset the degree to which the town’s economy was traditionally dependent on large-scale manufacturing where jobs have been lost in the past decade. The future of the former RAF Coltishall, following its closure, will also be significant to the provision of employment to residents of the town and neighbouring local settlements. Paston College is an important resource bringing benefits to the town as well as providing a broad range of educational opportunities to the wider area. It is considered that large scale housing growth which is not matched with the provision of good quality job opportunities and enhanced services would do little to improve the sustainability of the town. There is a good current supply of employment land which, together with lower land prices than those in Norwich, creates the potential for attracting new employers to the town. The proposed construction of the Norwich Northern Distributor Road could also make North Walsham a more attractive location for investment.

2.9.16 North Walsham town centre would benefit from an increase in the range of retail units and leisure activities but opportunities for further town centre development are limited by the historical nature of the town centre, which is both a Conservation Area and home to one of the largest concentration of Listed Buildings in the district. Alongside enhanced shopping facilities there is a strong desire for a cinema. Paston College which currently occupies two town centre sites has explored the possibility of relocating and if this occurs these sites may become available for alternative uses which strengthen or compliment the town centre.

2.9.17 Remaining infrastructure constraints in respect of energy supply and the foul sewerage network capacity may not be fully addressed until after 2016. The pace of further development will need to take account of this.

2.9.18 The Education Authority has identified a possible need for improved school provision to support the level of new development proposed for the town.

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Hoveton

2.9.19 Hoveton and Wroxham are two large villages on either side of the River Bure; together they form one of the most important boating and tourism centres of the Broads area. The significance of the boating industry to the local economy can be gauged from the large number of boat hiring and building yards, particularly downstream of Wroxham Bridge. The middle Bure, downstream of Wroxham Bridge, is administered by the Broads Authority and is amongst the most heavily used stretches of the Broads waterway system.

2.9.20 Since the early 1980s, significant changes have occurred on the riverside in Hoveton and Wroxham, with a number of sites changing from boatyard related uses to residential or holiday accommodation. These changes, which reflect changing trends in the boat hire industry, have led to concern about the effect on Hoveton and Wroxham, particularly amongst some local residents.

2.9.21 The commercial and shopping centre of Hoveton extends principally from the bridge area along Norwich Road and to some extent along Station Road. The centre is dominated by the Riverside Road. Unusually for a settlement of its size the villages support the ‘Roys’ retail complex, including a supermarket, department store and toy shop. Whilst Hoveton provides a wide range of shopping and other services for visitors and residents, there is an acknowledged need to enhance the character and appearance of the village centre. In the summer months, Hoveton and Wroxham suffer from traffic congestion.

2.9.22 Hoveton has a limited supply of allocated employment land, a small site on the Stalham Road is fully developed whilst a site on the Tunstead Road (Norfolk Fruit Growers) is currently undergoing  redevelopment. Whilst there are diverse employment opportunities in the village, retailing and the boat building / hiring industries are significant sectors. As with other settlements in this part of the District the close proximity of Norwich acts as a discouragement to inward investment.

2.9.23 The nature of Hoveton's facilities, including a popular retail centre, justify its treatment as a Secondary Settlement, recognising its role, with Wroxham, as a centre for the Norfolk Broads. There are no significant brownfield development sites and new greenfield development would be necessary to accommodate anything other than limited development. Given its village character only small scale new housing is considered appropriate.  

2.9.24 There are infrastructure constraints in respect of energy supply and growth should be delayed until provision is upgraded unless local energy sources can be used.

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Sheringham

2.9.25 Sheringham is an attractive seaside town, with fine beaches and many tourist attractions, both in the town and nearby. It attracts visitors throughout the year on day-trips, short breaks and longer stays and has a range of accommodation, from high quality hotels to budget self-catering. Tourism is a major source of income and employment for the town. It is set amongst some of the most attractive landscape in Norfolk and is a naturally-contained town situated between the Cromer Ridge and the sea, and is surrounded by woodland, parkland, heaths and commons, which together provide a rich habitat for wildlife.

2.9.26 Sheringham’s attractive and safe environment, coupled with the facilities the town possesses and the range of accommodation available, make it a desirable place to live. The area is an increasingly popular location for retirement and for second-home ownership.  A great deal of housing development has taken place in Sheringham over the past 10 years or so, resulting in the loss of open countryside. Whilst there is a good mix of house types and tenure in the town as a whole, much of the recent development has been expensive, up-market development catering for retired people from beyond the area.

2.9.27 Sheringham retains its traditional employment sectors of fishing and tourism deriving from its seaside location. Partly because of its location it has never developed a firm industrial base.

2.9.28 Sheringham has a good range of facilities catering for the needs of residents of the town and its hinterland, including schools, healthcare facilities and a wealth of leisure and recreational opportunities. In addition, the area benefits from a host of outdoor recreational opportunities associated with the countryside and the coast as well as having a top-quality golf course.

2.9.29 The centre of the town has a distinctive architectural character with historic street patterns and attractive open spaces.  Sheringham is both a market town and a resort town. It has a vibrant town centre providing a variety of shops, banks, cafés etc. meeting most of the needs of the local catchment and attracting people from further afield. The town does not have a modern supermarket and many people go to Cromer or elsewhere for their weekly food shopping. For clothes, furniture and major goods residents of the area tend to go to Norwich.

2.9.30 Sheringham is accessible by a variety of means of transport. It has rail links with Norwich and beyond, via the Bittern Line, is served by convenient peak-time bus services and is well located for the main road network.

2.9.31 Sheringham has a high level of housing demand and need, reflecting its role as a dormitory settlement with many local people travelling out of the town for work. It is surrounded by the Norfolk Coast AONB and other environmental constraints and has infrastructure constraints notably the foul sewerage network has no spare capacity and therefore development should be phased until this is rectified (estimated 2011). Further growth of the town into its sensitive landscape setting should be avoided and hence the towns potential to accommodate large scale housing development is regarded as limited.

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Stalham

2.9.32 Stalham is relatively dependant on Norwich and North Walsham for employment and new residential development is unlikely to change this. Only 35% of the working population work in the town. Therefore it is considered that further residential development in the town should meet identified local needs and should be matched with meaningful opportunities for new employment. Historically the town has had no developable employment land allocation. Investments in nearby Catfield suggest that if land was available in the town there may be demand. Fulfilling this demand in the town rather than elsewhere is clearly a desirable objective in order to improve local job opportunities.

2.9.33 Stalham has limited local services and large scale housing developments would be inappropriate, but some housing in addition to employment opportunities in the form of serviced land, would assist in creating a more balanced and self-contained community.

2.9.34 There are also major infrastructure constraints in respect of energy supply and the sewerage treatment works are at capacity, and significant growth should be delayed until provision is upgraded. This could be 2016.

2.9.35 Stalham is  identified as a Secondary Settlement, recognising its role as a gateway to the Norfolk Broads and a local retail and service centre. Stalham is defined as having a Small Town Centre.

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Wells-next-the-Sea

2.9.36 Wells-next-the-Sea is the smallest Town in the District and is a gateway town to the AONB. It acts as an essential service centre for residents and visitors for the town and the surrounding rural area. Its built heritage and natural beauty of the surrounding countryside give it an intrinsic charm that has diminished little over the years. Wells still operates as an active fishing harbour and commercial port with increasing use by offshore energy related vessels and yachts. The Town supports a thriving year round tourist industry but it is over-dependent upon it resulting in a largely low-paid, seasonal workforce. This imbalance is beginning to be addressed through new small business development and growth in the live work sector, attracted by the provision of local services, quality of the environment and development of communications systems. However, in order for this to continue, and to ensure the Town's longer term vitality and viability, a positive framework to encourage greater economic diversity and social enterprise is required.

2.9.37 Wells-next-the-Sea is a desirable place to live. The attractiveness of the town has led to a significant pressure from those seeking second and retirement homes. This has contributed to rapid increases in house prices in recent years, which in turn has led to a shortage of affordable housing for local people. Growth of the local workforce has consequently been restricted as it is difficult to attract key-workers and retain young people and families in the Town resulting in a demographic imbalance of the area. Despite the large percentage of social housing in Wells there are significant numbers of households in immediate housing need. In order to overcome this, greenfield sites will be allocated for part market and part affordable housing, providing a mixture of 'affordable' tenures. In addition to this, other currently unidentified sites that would not normally be released for housing, because of restraint policies for example, will be allowed to come forward as rural exception sites, to meet the housing needs of local people.

2.9.38 Considering its size, the town provides a good range of shops, services and community facilities such as healthcare, including a community hospital, and education, catering for the needs of a rural catchment area. The leisure and recreational needs of the Town are being met through a large number of clubs and organisations but these are mainly for adults and older people. There is community support for the creation of young people’s projects and the development of related facilities, particularly sport in line with the designation of the local high school as a Sport with Science College. Currently, residents rely on the larger Towns (notably Fakenham and Kings Lynn) for petrol and non-food shopping while visitors have inadequate car parking facilities in Wells to meet seasonal demand. There is therefore a need for better public transport links and connectivity to other mainline services, particularly Fakenham, Kings Lynn and Norwich.

2.9.39 There is a limited supply of employment land in Wells. However, there are opportunities to attract workshops and facilities suitable for a wide variety of uses such as fishing related activities, marine and outdoor recreation, art, craft and nature based activities with scope for small scale renewable energy schemes. Employment land will be identified and protected to help diversify the local economy away from its current reliance on tourism related jobs.