burslem master plan and urban design action planwebapps.stoke.gov.uk/uploadedfiles/burslem...

1B u r s l e m M a s t e r P l a n a n d U r b a n D e s i g n A c t i o n P l a n

CONTENTS PAGE

1) Introduction 3

2) Overall Vision 6

3) Strategic Framework 15

4) Transport Strategy 19

5) Urban Design Guiding Principles 23

6) Strategic Development Sites 27

7) Public Realm Strategy 37

8) Overall Masterplan 47

9) Action Plan 49

2 B u r s l e m M a s t e r P l a n a n d U r b a n D e s i g n A c t i o n P l a n

List of Figures

Fig 1.1 Strategic Framework/Wider Links

Fig 1.2 Strategic Aims

Fig 1.3 Strategic Movement Network Stage 1

Fig 1.4 Strategic Movement Network Stage 2

Fig 1.5 Strategic Development Sites

Fig 1.6 Site 1: Greenhead Street Site

Fig 1.7 Site 2: Sadler’s Site and Royal Works

Fig 1.8 Site 3: Furlong Passage

Fig 1.9 Site 4: William Clowes Street

Fig 1.10 Site 5: Navigation Road

Fig 1.11 Site 6: Woodbank Street Car Park

Fig 1.12 Site 7: Clayhanger Yard

Fig 1.13 Site 8: Newcastle Street

Fig 1.14 Public Realm and Gateway Enhancements

Fig 1.15 Town Centre Public Realm Improvements

Fig 1.16 Open Space and Recreation Provision

Fig 1 17 Public Realm Design

Fig 1.18 Streetscape - Navigation Road

Fig 1.19 Streetscape - Hamil Road

Fig 1.20 Overall Masterplan


1) INTRODUCTION

Atkins has prepared this masterplan for the City of Stoke-on-TrentCouncil on behalf of Burslem Regeneration Company.

The Burslem Regeneration Company was established in 2003 from anInitiative of Advantage West Midlands to lead the regeneration ofBurslem. The company is a not-for-profit registered company with tenboard members: three nominations each from the North StaffordshirePartnership, The City Council, and the Local Strategic Partnership, Plusthe Member of Parliament for Stoke North, Joan Walley. The CompanyChairmen is Hugh Edwards, Managing Director of W. Moorcroft plc.

This document sets out:

Overall Vision and Strategic Aims

A Strategic Framework for Burslem considering the wider linksto the surrounding area including Burslem Park, Burslem Portand Port Vale Football Club, the proposed strategicdevelopment opportunities and public realm enhancements.

Urban Design Guiding Principles for key development sitesutilising the methodology set out in the DETR/CABE report “ByDesign” 2000 as a basis of providing key guiding principles inachieving high quality development that is consistent with goodurban design.

Detailed guidance for individual development sites.

A Public Realm Strategy that includes plans at 1:500 showingimprovements to the quality of the public realm, need forchildren’s recreational open space and guidance on the type ofmaterials, street furniture and public art that could beincorporated into the final design.

An overall masterplan that pulls together all of the keydevelopment sites and public realm improvements.

An Urban Design Action Plan identifying key actions andinitiatives providing a timetabled programme of specificschemes indicating whether projects are short, medium or longterm. It provides itemised budget estimates for key proposalswhere available and an indication of funding sources and thelead organisation to take the project forward.

North Staffordshire Housing Market Renewal Pathfinder

Burslem lies with the North Staffordshire Housing Market RenewalPathfinder (Renew) Area. The Renew Prospectus (published March2004) aims to restructure the sub – regional housing market over a 15year time frame to ensure a better balance between housing supplyand demand, whilst at the same time addressing social and economicregeneration issues:

This Masterplan has been prepared in the context of theemerging Housing Market Renewal Pathfinder prospectus whichidentifies the following issues.

The potential role of Burslem in relation to the MiddleportNeighbourhood Action Plan in providing an appropriate level ofaffordable housing.

The need to tackle the problems of industrial uses underminingthe quality of the residential environment by relocating them,particularly in the Furlong Road – Navigation Road CorridorConnecting Burslem and Middleport.

That Burslem is best placed to provide the range of shops andcommunity services that Middleport needs if it is to berejuvenated.

The need to provide better pedestrian links between Middleportand Burslem.


The Renew objective of using an environmentally led strategy torestore confidence by checking a high quality and safe networkof public open space and pedestrian routes.

The need to provide and expand a more affluent catchments forBurslem.

Status of the Masterplan and Urban Design Action Plan

This Masterplan and Urban Design Action Plan is the final reportproviding a summation of all work undertaken. This document shouldbe read in conjunction with the baseline report which provides theunder pinning analysis.

Consultation with key stakeholders and the general public has takenplace at each stage of the proposals. The City Council formallyadopted the Masterplan and Urban Design Action Plan asSupplementary Planning Guidance (SPG) to adopted development planpolicy in the Staffordshire and Stoke-on-Trent Structure Plan 1996-2011and the City Plan 2001 in May 2004.

The formal adoption of the Burslem Master Plan and Urban DesignAction Plan as Supplementary Planning Guidance (SPG) will afford itgreater weight in the decision-making process. PPG12 'DevelopmentPlans' advises on the manner in which SPG should be prepared. Inorder to become SPG a document must:

be consistent with national and regional planning guidance

supplement policies in the adopted development plan

undergo a process of public consultation involving the generalpublic, businesses and other interested parties

Ceramica 2004

be formally adopted by the City Council as local planningauthority

The Staffordshire and Stoke-on-Trent Structure Plan was adopted inMay 2001. The Burslem Master Plan and Urban Design Action Plansupplements the following policies in the Structure Plan:

Policy TC1 ' Ensuring the Future of Town Centres' which seeks toenhance the vitality and viability of town centres byencouraging development proposals which increase their use.

Policy D2 'The Design and Environmental Quality ofDevelopment' which highlights the importance of design andenvironmental quality in development.


Policy D3 'Urban Regeneration' which supports brownfielddevelopment as a tool for regeneration and seeks to bringforward development which improves the availability, qualityand diversity of the housing stock particularly in areas close totown centres.

The City of Stoke-on-Trent Local Plan 1990-2001 was adopted inSeptember 1993 and is currently under review. The City Plan includesPolicy BP10 'Design of New Development' which requires newdevelopment to have regard to external appearance, scale, relationshipwith adjoining areas, layout and space around buildings, landscapingand access for disabled persons.

The full text of these policies is set out in Section 3 v) of the BaselineReport.

PPG12 also advises that on adoption, a statement of the consultationundertaken, the representations received and the local authority'sresponse to those representations should be made available with eachcopy of the SPG. This is included in Section 5 of the Baseline Report.


2. OVERALL VISION

The vision for Burslem identified as part of this master planning process is:

"The renewal of Burslem will be driven by celebratingBurslem's internationally important industrial, socialand literary heritage through contemporary ceramicsindustries and thriving tourism, promoting designexcellence and creating a high quality environment inwhich people live and work."

This overall vision has updated a previously prepared statement bySQW/BBP (April 2001) which was subsequently adopted by Scott Wilson: URBAN Atkins have developed the vision to take account of otherthemes essential to Burslem's regeneration, namely theencouragement of people to live within Burslem. This new vision hasbeen agreed with all key stakeholders.

Strategic Aims

The following strategic aims have been identified based on the urbandesign and environmental analysis in addition to the findings ofStakeholder and Community consultation (see baseline report). Themain aim is to consolidate the aspirations of the City Council, BurslemRegeneration Company, the stakeholders and residents into a formatthat has been discussed and agreed.

From the strategic aims which have been identified, it is necessary todefine the enabling objectives which will help deliver the strategicaims. These enabling objectives detail the individual steps needed tobe taken to realise each of the strategic aims.

None of these enabling objectives can be achieved without theinvolvement and empowerment of the local community.

1. "Develop Burslem as a housing destination ofchoice within the Stoke-On-Trent conurbation"

A town that is a leading choice for people to live in

Stoke-on-Trent

Burslem has the potential to become a desirable destination for peopleseeking to relocate or locate within the Stoke -on-Trent conurbation.Burslem itself already has established communities along with facilitiesand services which can be readily used by new communities movinginto the town. Burslem is located mid-way along the A50, well suitedto people working either in Tunstall or further north or likewise forpeople working in the City Centre further south. Burslem is alsopositioned at an important cross road for east -west routes. It is also agood location to live for people working in other towns in the Stoke-on-Trent conurbation as it is on a main bus route.

Burslem can justifiably market itself as a destination to live in theStoke-on-Trent conurbation. We want developers, agents and peopleto be saying "Have you seen what they are doing in Burslem?, "I'mlooking to invest in Burslem!" or "I'm looking to buy in Burslem" .Developer interest is already evident in the Greenhead Street site and acommitment from the City Council and the BRC to support this type ofuse, will ensure new opportunities for town centre housing are takenup by other interested developers.

This strategic aim responds to the Renew Prospectus to provide choiceand quality in the range of new housing provided in the locality, andwill assist Renew to implement its proposals for the Middleport /Burslem area.

Enabling Objectives :

Stoke-on-Trent City Council (SOTCC) and Burslem RegenerationCompany (BRC) need to support developers and investors who


are promoting quality, high density residential development inthe town centre.

SOTCC & BRC need to ensure, in accordance with Governmentguidance (PPG 3 : Housing) that sustainable communities areprovided for in Burslem. This not only refers to transport issuesbut also the diversity in housing. A varied choice will makeBurslem an enticing proposition not just to developers but housebuyers. Choice needs to be provided in the location of housing,the type of housing and the tenure of housing. A major part ofthis is to ensure that sufficient affordable and key-workerhousing is provided as part of any new development inaccordance with Government guidance and the Local Plan.

Variety in housing choice including affordable housing for localpeople will encourage a varied population, families,professionals, and different incomes that will require differingservices that can help bolster the town's retail and commercialmix.

Provide more greenery, street trees and pocket parks as part of awider public realm strategy will make the town centreenvironment more appealing to residents both new and old, forvisitors and tourists.

Strengthen links and connections between all adjoiningneighbourhoods in order that a sense of community spiritdevelops along with sharing of facilities. This will mean thatnew residents moving into Burslem town centre will have accessto a full range of existing and new services.

Ensure high quality development by producing detailedguidance for key sites.

2. "Manage Burslem to international standards ofconservation and develop the town as apremier destination for ceramics heritage andtourism within the Stoke-on-Trent conurbation"

A town that protects its heritage and utilises this as a

marketable asset

Burslem's heritage is evident in the businesses still operating, theexisting buildings and the general industrial townscape of the townand it is these elements which are part of its appeal. Burslem hassurvived remarkably well in terms of its urban form and townscape.The town's main employers, the pottery manufacturers, have beenestablished for many years with expansion occurring incrementallyover the years, which has meant that large scale redevelopment hasnot taken place. As a result, Burslem has been spared theunsympathetic designs of the 1960's and 1970's which often removedmuch of the character as in similar size towns such as Stoke. Inaddition, the A50 passing through the town, although a source ofenvironmental problems, has ensured that the town was accessible andso major road building programmes which often carved up towns andcities were also not implemented in Burslem. Another reason whyBurslem has survived is a lack of investment over recent years. This hashad the perverse effect of ensuring that the towns has remained intact,escaping the ravages of "modern development".

Burslem should be regarded as a historic town of internationalimportance. It should be seen not as a series of disconnected assets andattractions but as a whole. The historic fabric should not only bevalued in terms of aesthetics but also for the intrinsic value as uniqueand irreplaceable information on Burslem's past. All proposals need tobe grounded in an understanding of the social history of the town inorder to understand the full significance of what may become lost.


What is now Greenhead Street, previously known as High Street andpossibly Rotten Row, is one of the principle roads in the medievallayout of Burslem. Proposals for the redevelopment of the GreenheadStreet area need to be mindful of all these issues, as well as the historyof development itself.

Stoke on Trent is already established on the map as the maindestination for ceramics and pottery in the UK. In 1999/2000, Stoke-on-Trent received 5.3 million visitors, generating £194 million."Ceramica" (which opened in April 2003) needs to champion this andtap into the various marketing initiatives.


Undertake the future marketing of Burslem within the contextof the North Staffordshire Tourism Strategy.

Undertake a Historic Characterisation of the town as a matter ofurgency.

Consider extending the boundary of the Conservation Area toinclude the area of workers terraced housing to the west ofWedgwood Street.

Investigate funding regimes, in line with recommendations fromthe Heritage Assets Appraisal Study by Scott Wilson: URBAN,which can contribute to the refurbishment of the existing builtheritage so that the urban environment is a pleasant andattractive place to residents, developers and visitors.

In strategy terms, the success of Ceramica and related attractionswill ensure that Burslem becomes a visitor destination withinthe North Staffordshire Conurbation. Ensure inclusion of Burslemin all appropriate Stoke-on-Trent tourism marketing initiatives.

Factory shops need to be seen as being more than a retail use,they are attractions in their own right to the large number ofcollectors who flock to Burslem for the trade fairs and so need tobe marketed as attractions.

New buildings and sites that are developed need to encouragepeople to utilise them as part of their experience of Burslem sothat their "dwell-time" within the town is lengthened. A widerchoice of restaurants and bars will encourage visitors to stay toeat and drink.

At present, there is little visible presence for visitors, of theArnold Bennet literary heritage of Burslem. This wouldpreviously only be evident to those researching Burslem viaguide books. Further opportunities to develop literary tourismconnections should be explored.

The outdoor market and indoor market are not distinctiveenough to attract people from further field. Opportunities needto be explored to cater for a wider market, increase the numberof outdoor markets held, and have themed markets perhapslinking up with international connections with other cities suchas Limoges which is also a pottery producing area. Theredevelopment of the indoor market needs to take intoconsideration existing tenants in any future reconfiguration.

3. "Reconnect Burslem Town Centre with thesurrounding communities and destinations,particuarly Burslem Park, Port Vale FC andBurslem Port initiative”

A town that is connected with initiatives nearby as well as

other facilities within the conurbation

A major element of Government strategy is creating sustainablecommunities. This means that communities and the settlements inwhich they live and work need to be interconnected. Proximity toother uses and facilities which are easily reached improves thesustainability of Burslem. The masterplan therefore needs to be aware


of and take advantage of other opportunities which adjoin itsboundaries.

Port Vale has potential for business enterprise and communityengagement, complementary to its traditional role as a football club.New ownership of Port Vale presents an opportunity to promoteregeneration by using business, community and educational assets ofthe football club and stadium.

Another aspect to setting out the wider links is in attractingdevelopers. Developers and investors require certainty and plansendorsed by the City Council and the BRC will give developers andinvestors the confidence to invest as they will see how the town ispositioned in the conurbation, what is happening nearby, what theaspirations for the town are and where it wants to be in the future.They will be more likely to invest in an area that has a vision as well asbeing able to see what opportunities will be happening alongsidetheir potential developments.

With the momentum started it is important to maintain it. Themasterplan again will help this process as it will map out the future forBurslem which developers and investors can plan around.

The Burslem Port intiative is a proposal to reinstate the lost BurslemBranch Arm of the Trent and Mersey Canal and create a qualitywaterfront development. Connecting Burslem Town Centre with theCanal with help to reinforce the Burslem Port Project.


Undertake the future marketing of Burslem within the contextof the North Staffordshire Tourism Strategy launched inMarch 2004.

South of the Burslem Port project, redevelopment proposals arebeing developed for the Etruria Valley. Burslem needs toestablish links so that it can benefit from spin-off activities but

also allow residents easy access to future employment and otherleisure and cultural services.

An item raised in the Community Workshops event in February2003 as well as the Community Questionnaire was the need toestablish stronger community links with Port Vale Football Clubso that the club and its facilities are used more intensively andto enter into formal partnership arrangements whereappropriate.

A refurbished Burslem Park, (as part of a Heritage Lottery Bid)together with improved connections to the park from the town,to include better signage and possible street tree planting, willalert residents and visitors of this important asset so close to thetown.

A wider reaching initiative raised in the Community workshopsevent in February 2003, was to consider Burslem Park and PortVale Football Club as a combined destination for leisure. Whatsynergies can be developed between the two to ensure that bothfacilities are well used?

The involvement and empowerment of the local communityincluding ethnic minorities is essential for the success ofelements of the action plan and to ensure integration with theneighbourhood renewal process.

Encourage a change of land use from industrial to residential inthe zone connecting Middleport to the Town Centre byfacilitating the relocation of incompatible land uses asopportunities arise.


4. "Increase accessibility for pedestrians, cyclistscoach and public transport and improve thelocation of parking facilities in the towncentre"

A town centre that is safe and pedestrian friendly

The A50 which runs through Burslem plays a fundamental role inBurslem's vitality as it ensures good access for motor vehicles to thefacilities and attractions within the town centre. However once peoplearrive in the town centre and have parked, the journey from their carto the shops, potteries or attractions is often inconvenient, (having tocross a ring road), unsafe (isolated car parks with no CCTV oroverlooking from development) and too far away for those that havemobility difficulties such as the elderly or disabled.


"Tame" the Market Place (B5051) by reconfiguring the way roadusers access and cross the central core.

Consider the opportunities for bypasses to enable a car freeenvironment.

Improve safety at the cross roads of A50/Market Place/ MoorlandRoad.

Provide better cycle links from Cycle Route 5 and investigateoptions to link Burslem into the nationwide SUSTRANS route.Opportunities to increase cycle parking in the town should alsobe investigated.

Improve directional signage into Burslem for cyclist and the car,towards major attractions as well as car and cycle parkingfacilities.

Increase the number of pedestrian crossings, look at wideningfootpaths and reduce the time pedestrians have to wait to crossthe road. This is particularly important along Market Place whichwas identified by the Community Questionnaire as an area thatneeds improvement.

Provide new coach park at Port Vale Football Ground

Consider the opportunity for improved bus and taxi facilites

At present,adequate coach parking is not provided for inBurslem. Coach parties are an essential part of Burslem's vitality,bringing collectors and visitor parties to the potterymanufacturers. In line with "Ceramica" which is investigating itsown car parking provision, likewise a strategy needs to bedeveloped to provide safe and convenient coach parking.

Car parking is presently widely dispersed across the town, withmuch of it located on the outside of the ring road, which itselfpresents a barrier to pedestrian movement. Car parking needs tobe better located, closer to the town centre, in overlookedlocations to improve security and be within walking distance ofmost attractions including the shops (including the factoryshops) and "Ceramica". Improved car parking, both in terms oflocation, quality and security will improve the appeal of Burslemas a destination.

Provide improved and convenient taxi rank facilities.


5. "Focus environmental improvement works onthe corevisitor area of the town centre,Burslem Park and the key approach roads tothe town centre."

A town that is well designed and maintained with a townscape

comprising refurbished historic buildings side by side with

innovative and contemporarily designed buildings and spaces

One barrier to investment and developers becoming involved in anarea is the environmental conditions that currently exist in Burslem.Developers seldom want to be involved at the start, preferring forinvestment in the public realm to be in place before they move in.However some developers, such as Urban Splash deliberately seek outthese types of location. They are known as "pioneers" as they go infirst into sites and areas which other developers do not want to beinvolved in. Work has started in improving the public realm in theMarket Place, but this needs to be built upon and expanded, with thehelp from developers so that gradually the improved areas becomejoined up. Developers and residents want to see that a comprehensiveapproach is being taken. The location and timing of environmentalimprovements and public realm enhancements need to be linked withdevelopment projects and delivered in a coherent manner to provideconfidence to all.


Design guidance should be prepared which sets out a designphilosophy for the public realm. This should build upon theinnovative approach adopted for Market Place to provideconsistency and high quality. Guidance should include choice ofmaterials, street furniture, and typical details.

Create a landscape strategy to define where publicspaces will be created, the views and vantage points that needto be opened up.

Focus town centre improvements on Market Place, Queen Streetand St. John's Square.

As part of the Community Workshops held in February 2003 thefollowing enabling objectives were identified:

Improve green open spaces by providing more communityfacilities and structure planting.

Provide nature walk from Burslem Port to town centre via StJohn's Church.

Provide green footway from Trubshaw Cross Playing Fields totown centre via Greenhead Street site.

Provide better footpath links along Bycars road to Sproson Parkspace, which could be a managed touring caravan site forvisitors.

6. "Ensure the re-use of vacant sites andbuildings in Burslem Town Centre"

A town that fulfils its development potential as a major town

within the Stoke-on-Trent conurbation

In recent years, a significant number of buildings and large sites withinthe town centre have remained unused or undeveloped. This hasprimarily been a result of developer inertia. A number of successeshave been delivered, with the conversion of Fountain Court intoresidential use, being a prime example. However this developmentactivity has not been maintained in part due to funding shortfalls.Developer interest is starting to change with a major site to the north


of the town being acquired for residential development. This has beenwelcomed by the City Council and the Burslem RegenerationCompany. This momentum needs to be maintained to avoid a "stop-start" approach to development which leaves areas of newdevelopment isolated until the next project comes along.

A re-populated town opens up opportunities for the re-use of theexisting historic building stock. Fountain Court shows how existinghistoric buildings can be brought back into re-use as quality residentialaccommodation.

A significant number of historic buildings exist, many are in need ofrepair and re-use. These empty buildings create an impression ofdereliction. A fundamental objective of this masterplan is to preservethese buildings and ensure that they are knitted together with newcontemporary development. That is not to say design needs to bestifled by styles and "conservationism". Contemporary design can beexciting, enthusing developers and attracting investors but it needs tobe done with care and to the highest quality. Guidance such as CABE's"Building in Context" illustrates how good quality modern design cansit side by side with historic buildings. This mix of old and new will bebeneficial to the appearance of Burslem. It evokes an image that this isa town that is aware of its past but also excited by its future ("one -foot-in-the-past, one-in-the-future"). This could be seen asadvantageous in attracting new professionals to the area but also newbusinesses as the reputation for Burslem is of a ceramics businesssteeped in history but with a firm eye on the future may be successfulin attracting new talent to the ceramics business based in Burslem butalso may have spin off benefits for other creative industries that areattracted to the mix of history and design flair.


SOTCC and BRC should establish a consolidation and repair fundby seeking an extension of the current THI initiative to address

most urgent building works, and the capacity within thePartnership to undertake the works identified in this report.

The fine buildings of Burslem should be acknowledged as aresource for the regeneration of the town, and early action tosecure them should be treated as a priority.

SOTCC and BRC should pursue the Design Exploratory conceptput forward by Staffordshire University.

A consistent design approach to townscape works within thetown centre should be achieved by the establishment of DesignGuidelines.

7. "Support design, technology and innovation inceramics, creative and support industries andencourage a thriving commercial core"

A town that is at the cutting edge of research and design

within the ceramics industry with links to other creative

industries

Burslem, the "mother town" of the potteries is world renownedthrough its dedication to quality and design. These principles havebeen employed throughout the industry’s long past and will continueto be the watch word for the Burslem ceramics manufacturers. In anincreasingly competitive market, new process and techniquesinevitably come into play and business has to adapt to survive.


Encourage a "home-grown" approach to new talent anddevelopment of small and medium sized companies that willtake the pottery and ceramics industry into the 21st century.


Apart from nurturing new talent and skilled craftspeople withinthe pottery factories themselves, there is a need to improve linkswith other institutions that are involved in training such asGovernment agencies, schools, colleges and universities so thatnew people are drawn into the town and become immersed inBurslem's pottery background.

One issue to address is retention of these skills. In order toattract and retain a trained workforce within Burslem. Attractiveenvironments need to be created not just in the workplace butalso where people will live. We need to encourage professionalswithin the industry who can afford to live outside Burslem, toconsider living in and working in Burslem. Quality housingtogether with modern and flexible work spaces that are ITcompatible (i.e. Broadband) for modern requirements, willprovide an incentive for people to move into Burslem.

Promote a design industries cluster centred on Queen Streetbuilding on the provision of studio units in the market shopsand live work accommodation in 7-11 Queen Street

Actively encourage ceramic businesses to set up on suitableemployment sites within the Burslem area.

Strengthening the commercial core is largely dependantupon provding a market for goods to be sold. At presentthere simply is not the population density to support manyretailers. Similarly retailers when searching out new locations,will analyse the population densities within specific radiusdepending upon the store, For example, for supermarkets, retailersuse a drive time of 10 minutes to approximate how many peopleare within their catchments. Presently, Burslem does not have apopulation that would justify substantial retail investment.Encouraging new residential development within Burslem will helpprovide this much needed activity and boost to the townspopulation which will begin to change retailers perceptions.

8. "Enhance Burslem's image to developers,residents and visitors by ensuring high qualitydevelopmentwith improved gateways to thetown centre"

A town that is well designed, with new development

complementing the existing townscape

Burslem's reputation is synonymous with quality. The potteryproduced in Burslem is renowned worldwide as a result of its qualityand design. This attention to detail needs to come through in thetown's appearance and future development. Visit Epernay, the homeof Champagne and it is evident that this is a place proud of its vintageexports and is aware of the high class product it produces. There is asense of civic pride in the town. Similarly Burslem needs to reflect thisattitude. Any business needs to promote a good impression, this canbe seen in Royal Doulton’s inviting and informative visitor centre andshop. Similarly Burslem town itself needs to consider itself as abusiness and appear welcoming and attractive to its tourists andvisitors. Quality development is also desirable if Burslem collectively isto project itself to the market place as a place of character and quality,in particular to residential developers, as the destination for them toinvest and build their quality schemes. Poor quality development willonly sour the market and lower Burslem's expectation in the eye ofdevelopers who may worry over what might get built next to theirdevelopment if standards are allowed to slip. Burslem needs to beleading the other competing towns of Stoke-on-Trent in the stakes forhigh quality development.

New development to Burslem needs to be of high quality andconsistent with Government guidance including PPG1: General Policies


and Principles and the new PPS1 Creating Sustainable Communities(consultation draft), PPG3: Housing and PPG22 Renewable Energywhich promote high quality and sustainable design.


Improve the entrances to Burslem town centre by providing newgateways providing landmark developments at key gatewaysinto the town.

To improve community safety, new development should provideentrances and windows overlooking new and existing routes sopedestrians are overlooked and feel comfortable and safewalking in Burslem.

SOTCC and BRC will need to ensure that new development is ofhigh quality to avoid poor and mediocre developmentdetracting from the quality buildings that already exist. Newbuildings and spaces will need to set the standard for 21stcentury.

To ensure that the image and heritage of Burslem is protectedfrom inappropriate new development, design guidance, shouldbe produced. This guidance should include guidance on issuessuch as urban design, building design and landscape designincluding details on such matters as density, building heights,proportions, active edges, materials, details etc.


3. STRATEGIC FRAMEWORK

Having undertaken a detailed analysis of Burslem and identified, thenext stage of the masterplan provides a strategic framework based onthe eight strategic aims identified. It considers how the masterplan sitsin the context of other masterplans being undertaken in the Stoke-on-Trent conurbation, the need to consider wider links to Burslem Port,Port Vale Football Club and the public realm and developmentopportunities for the town centre.

i) The Strategic Links

The study area for the masterplan was drawn around Burslem TownCentre. However, there is a need to consider the masterplan in relationto the wider context. Development proposals and key strategicmovement links cannot be undertaken without this understanding.

Port Vale/ Burslem Park

Port Vale Football Club has animportant role within Burslemand provides an importantcommunity facility and focusfor Burslem. It provides both aneconomic and social resourcewhich is currentlyunderutilised. The Masterplansupports the idea that Port Valeis not only a football club but afocus for the community thatneeds to be developed andsupported. The Masterplan identified the need to integrate proposalswith actions that support the regeneration of Burslem and Port Vale bylooking at projects which have benefits for both.

It was identified that Port ValeFootball Club on non-matchdays has a significant resourcein providing coach parking forvisitors to Burslem Town Centreand its attractions such asCeramica and Royal Doulton.

Burslem Park, a large registeredhistoric Victorian park to thenorth of Burslem Town centre isan important historic park butit has suffered from years of neglect and requires investment to bringit back to life. It was felt that this significant resource should beincorporated both into the masterplan and urban design action planfor Burslem. (See Figure 1.1 Strategic Framework/ Wider Links, (andFigure 1.2 Strategic Aims)

Burslem Port/ Middleport/ Eturia Valley

To the south of Burslem lies Middleport which is situated alongside theTrent Mersey canal. Historically, the Burslem arm of the canal stretchedfrom Middleport to the bottom of Navigation Road and providedaccess to raw materials and transportation of the finished ceramicsfrom the pottery factories in Burslem.

Burslem Park

Port Vale Football Club

Burslem Port Project( Imagecopyright courtesy of ChristopherTaylor Design)


Proposals and plans to re-open the Burslem arm have been identifiedas part of the Burslem Port Project (The Architectural Adviser to theBurslem Port Project is Patrick Redmond of Christopher Taylor Design).It is important that a high quality pedestrian link is provided fromBurslem Town Centre to Burslem Port along Navigation Road toreconnect Burslem with Middleport. For this route to be pleasant, safeand secure the masterplan identifies the need to have high qualitymixed use and residential development overlooking Navigation Road.(See Figure 1.1 Strategic Framework/ Wider Links).

The Eturia Valley that runs alongside the A500 to the south of Burslemis also subject to a masterplanning exercise which will be preparedthrough the North Staffordshire Regeneration Zone. This is in its earlystages and issues with regard to how it sits within the widerStoke-on-Trent Conurbation are being considered.

Wider strategic transport planning through the North StaffordshireRegeneration Zone Board and Local Transport Plan is to be undertakenand appropriate linkages will need to be made with the BurslemMasterplan to promote high quality public transport links.


Figure 1.1 Strategic Framework/Wider Links


Figure 1.2 Strategic Aims


Transport Strategy

Following on from the initial Transport Study produced by Halcrow GroupLtd, Atkins has developed a masterplan for Burslem Town Centre. Anintegral part of the masterplan has been to develop strategic transportoptions in line with local and national policy in order to identify proposalswhich support the wider aims for regeneration within Burslem. It has beenidentified that further testing is required of the strategic transportproposals and their impact on the wider transport network. However, inprinciple the aims and objectives of the transport strategy have beendiscussed with officers from Stoke-on-Trent City Council. The Urban DesignAction Plan identifies the next steps that need to be undertaken.

The proposed options have been developed in line with the overall aims ofthe Stoke-on-Trent Local Transport Plan:

a) Improve accessibility for all;

b) Improve travel choice and integration of travel methods;

c) Manage traffic and travel demand;

d) Improve safe travel;

e) Support the local economy and regeneration efforts;

f) Improving the network; and

g) Improve the environment and people's health.

The proposed strategy comprises a two stage implementation approach,allowing phasing of transport improvements as part of the widerregeneration strategy for the town, with the overall objective ofintroducing a highway environment biased towards pedestrians butmaintaining the current capacity of the road albeit in a more 'managed'way.

Strategic Movement Network, Stage 1 Implementation -Market Place South

Stage 1 Implementation of a two phased strategy firstly managestraffic movements on Market Place South in the town centre, with theaim of creating a more pedestrian friendly environment in the heart ofthe town. Traffic management measures including narrowing of the

vehicular carriageway to create wider pedestrian footways would beintroduced whilst maintaining all traffic movements. (see Figure 1.3Strategic Movement Network Stage 1)

Queen Street would be closed to all traffic (except service andemergency access).

A new cycle route will be incorporated onto Jenkins Street withcrossing across the A50 and link into the strategic cycle networklocated to the east of the town centre.

A new coach parking facility will also be provided to the north east of thetown centre at Port Vale football ground. Bus access will be maintainedalong Market Place south in this first stage of implementation.

During stage 1 highway works in preparation for stage 2 of theregeneration strategy would need to be introduced. These works aredescribed more fully in the following section.

Strategic Movement Network, Stage 2 - Closure ofMarket Place South

Stage 2 of the regeneration strategy allows for the pedestrianisation ofMarket Place South (access for service and emergency vehicles only).This will allow the Friday town market to be shifted from Queen Streetback into Market Place South into the heart of the town in closeproximity to the new Ceramica development. (See Figure 1.4 StrategicMovement Network Stage 2).


Existing traffic signals at the junction of Market Place South/A50 would needto be modified to accommodate the change in directional movements.

In order to maintain access to the town centre by public transport, busservices will be shifted onto Market Place North, with new east and westdirectional bus stops provided adjacent to Ceramica. Bus stops for north andsouth bound services will be maintained on the A50 adjacent to Ceramica.This will offer the opportunity for an informal transport interchange.

To accommodate the intensification of movements on Market Place Northtraffic signals will be introduced at the existing priority junction with theA50. There is also scope to introduce either a north or southbound buspriority lane approaching the new traffic signals on the A50.

Vehicular movements into Burslem and through traffic will be redirectedaround the town centre onto Woodbank Street (south) and Westport Road(north). These routes will provide easy access to proposed new town centreparking. These proposals also allow traffic calming to be introduced onGreenhead Street, which will be beneficial to new residential dwellings.

There is also potential to introduce a new link to the west of the town centrelinking Woodbank Street with Westport Road/Federation Road (if required at alater date) as suggested in the Transport Study produced by Halcrow Group Ltd.

A new dedicated taxi rank will also be provided in St Johns Square with alltaxis entering and leaving via a new gyratory system onto Newcastle Street.

Town centre car parking

The aim of the masterplan and urban design action plan is to maintainexisting levels of car parking provision within the town centre, whilstimproving the quality and security of this service. This aim is in linewith the issues identified in the Halcrow Transport Study.

To achieve the aim of creating a more pedestrian friendly town centreenvironment car parking will be removed from the immediate towncentre. Provision within the town centre will change as follows:

Conclusions

The objective is to create a high quality environment wherepedestrians, cycles and vehicles all move in relative security, and safety.The options have been devised so that they may be implemented overtime or as a series of phases.

Although the proposed measures are in line with the aspirations of theLTP we are aware that these measures would have implications for thewider strategic movement of traffic through the area, particularly onthe A50 in Stage 2 of the proposals.

For ultimate proposals (i.e. closure of Market Place South and bus onlyaccess on Market Place North) the improvement to junction ofWoodbank Street and A50 would be required.

Location Existing Proposed

Market Place North 23 + 3 disabled 0

St John's Square 14 + 4 disabled 4 disabled

Woodbank Street (E) 16 + 0 disabled 0

Navigation Road 93 + 2 disabled 0

Navigation Road 108 0

Queen Street 3 disabled 3 disabled

Chapel Lane 59 59

Bournes Bank 0 73 + 2 disabled

Bibby's Yard 0 108

New Street 0 1 disabled

William Clowes Street 0 73 + 2 disabled

Total 313 + 12 disabled 313 + 12 disabled


Figure 1.3 Strategic Movement Network Stage 1


Figure 1.4 Strategic Movement Network Stage 2


5) URBAN DESIGN GUIDING PRINCIPLES

This masterplan and urban design action plan utilises the methodologyset out in the DETR/CABE report "By Design" (2000) as a basis forproviding key guiding principles in achieving high qualitydevelopment that is consistent with key urban design principles. Allapplications for development in Burslem will be expected to followthese principles. All large scale development will be expected toprovide a design statement setting out how the proposals relate to thefollowing guiding principles:-

Character

Places should have their own identity. Burslemhas a wealth of impressive historic buildings,numerous working pottery factories, andcultural heritage of literature and the visualarts. Burslem is an industrial town which hasarchitecture presenting all periods of stylessince 1750 arranged within its still survivingmedieval street pattern. The original pavingmaterials of Burslem were Staffordshire bluedust bricks, and Macclesfield stone setts andcurbs but few areas still remain. High qualitynatural material such as York Stone has beenused in the Market Place around Ceramica.

A high quality of design will be sought with the use of form,scale, massing and materials in the design of buildings andexternal spaces appropriate to the character of the area.

Development should be primarily three to four storeydevelopment located at the back of pavement.

Architects should be used to ensure high quality design.

Development should respect the medieval street pattern of Burslem.

Solid security shutters and blank boundary walls and fences,facing the public highway and other open spaces are notacceptable.

Ventilation and cooling systems and other service equipmentshould be designed to fit within the building envelope andminimise visual and noise intrusion. (Details should besubmitted with applications).

Continuity and Enclosure

Public and private spaces should be easily distinguished. At the heartof Burslem is a perimeter block enclosed by Market Place to the north,St John's Square to the west, Queen Street to the south and SwanSquare to the west. On the other sides of these squares and streetscontinuous back of pavement development provides a strong sense ofenclosure. By and large the town is developed along clearly definedbuilding lines which should be retained and reinforce the definition ofstreets and public spaces.

Development should be in the form of secure perimeter blockswhich clearly distinguish between public and private areas.

Where potential exists to create new pedestrian routes,development should provide a positive frontage (i.e. buildingentrances and windows to active rooms) which overlook theseroutes in order to maximise natural visual surveillance of thestreet.

The primary access to the building should be directly from thestreet.

Development should seek to enhance safety, security andsurveillance and minimise the opportunities for crime and anti -social behaviour.

Natwest, Burslem


Private yards or rear servicing areas should be enclosed as far aspossible by the rear of other properties; otherwise the extent ofprivate ownership should be clearly defined by the detaileddesign of walls, railing, gates, entrance arches, signage andpaving.

Quality of the Public Realm

Places should have attractive andsuccessful outdoor areas. The publicspaces in Burslem are there not onlyfor every day use, but also forcommunity events, for use byvisitors and for formal civicoccasions. These spaces needed tobe designed and laid out withflexibility and durability in mind, inorder to accommodate this broadrange of potential uses.

Buildings should define public spaces and routes throughdevelopment

New pedestrian routes should be legible and convenient aspossible, particularly for elderly and disabled users

Streets and public spaces should be overlooked by the fronts ofbuildings that should contain windows and main entrances andhave activity generating uses on the ground floor

Proposals that include large blank elevations or ground levelparking will not be acceptable as they reduce the vitality andsurveillance of the street.

An integrated approach to landscape design will be expected. Thisincludes coordinating the overall layout, access, railings, hardlandscaping, lighting services, street furniture and surface materials.

New street furniture should be of a high quality modern designto complement and enhance the urban context, rather thaninstall "off the peg" reproductions of past styles.

Planting proposals will be expected to make a specificcontribution to any development - to provide interest onstreets, to soften buildings, to create structures and delineation,or to establish landmarks where necessary. Agreements will besought (enforceable though appropriate planning conditions)to secure long-term maintenance of new soft landscape.

Proposals should incorporate high quality lighting designincluding architectural lighting of buildings and features.

Lighting should be designed to minimise light pollution.Uplighters should only be used exceptionally for lighting keybuildings.

Highways signs should be kept to a minimum to reduce street clutter.

Cycle lanes should be provided where appropriate and shouldnot detract from the quality of the public realm. Cycle lanesshould normally be 1.5m wide.

Encouragement will be given to the use of locally manufacturedceramic materials in the surfacing and decoration of public spaces.

Development proposals should take into consideration the localmicroclimate of Burslem which is situated on a ridge line andshould ensure public spaces are sheltered from prevailing winds.

The use of public art to reinforce a sense of place to reflectBurslem's rich literary and pottery heritage will be required inBurslem.

Streetscape design needs to take into account the need formaintenance, resistance to vandalism and access tounderground services.

Market Place, Burslem


Ease of Movement

Places should be easy to get to andmove through. Burslem has a goodexisting network of connectedspaces and routes for pedestrians,cyclists and vehicles, which give thetown considerable permeability.However a number of the derelictsites surrounding the town centre donot allow ease of movement fromoutlying areas to the town centre.Proposals for new development will need to improve this situation.Some scope also exists to improve the connectivity of routes in thetown centre e.g. Clayhanger Street to Market Place.

A choice of well connected pedestrian routes should beprovided as part of the development of the large derelict sitessurrounding Burslem Town Centre.

New routes should connect with existing routes and movementpatterns.

Public transport facilities should be designed as an integral partof the street layout, and public transport stops should belocated within minimal walking distance from the town'smajor land uses.

New development should contribute to the existing fine grainnetwork of pedestrian routes, in order to increase pedestrianconvenience and encourage cycling and walking

Legibility

Places should have a clear image and should be easy to understand.There is the need to promote Burslem as the "mother town of thepotteries", an image which is drawn from the town's history.

New development at entrancepoints to the area should bedistinctive and memorableemphasising a 'sense of arrival'and assisting people toorientate themselves.

The main entrances to publicand other major buildingsshould be emphasised throughcarefully designed streetworks,lighting, signage and paving.

Existing important views and vistas should not be blocked orcompromised by new development.

Development at strategic corners should emphasis theirimportance through the use of building height, turrets or otherarchitectural features

Close attention to the detailing and quality of materials shouldbe provided especially at ground floor and building entrancesthat are very visible to pedestrians.

Adaptability

Places and buildings should be robust and capable of being changed tomeet changing social and technological changes over time. Burslemhas undergone significant economic changes due to declining potterymanufacture.

New development should incorporate adaptable buildings withflexible layouts which can sustain a variety of uses and helpbuildings to change over time.

Residential development should provide the opportunity forstudio workspace to be provided on the ground floor

St. John’s Square, BurslemCeramica, Burslem


Residential development should provide lifetime homes thatcan adapt to people's changing circumstances. The opportunityto extend and create additional bedrooms should be consideredas an integral part of the initial design.

Private amenity space to the rear of properties shoulddemonstrate that it is usable for a number of different activities,particularly for traditional family houses.

Diversity of Uses

Places should have variety and choice. The greater the variety of useswithin a building or a street will determine how well used the place is.People should have easy access to facilities such as shops, leisure,schools, and work opportunities. In Burslem close to the town centrehigher densities will be sought. A compatible mix of uses shouldinclude live/work units.

All new development will be expected to consider theopportunity to encourage amix of uses that will contribute tothe economic and social 'health' of the area.

Large development proposals should provide a mix of housingtype, form and tenure.

Development close to the town centre will expected to be highdensity (With an average density 50 dwellings to the hectare).

Single storey development will not be acceptable.Development should be a minimum of 3-4 storeys in height.

Sustainability

Development should be promoting sustainable design solutions thatreduce the demand for energy consumption to reduce the demand onnon renewable resources.

New development should maximise passive solar gain wherepossible and set the highest standards in relation to renewablesources of energy in construction.

New buildings should demonstrate good practice in energyefficiency and water conservation. Residential developmentshould achieve a National Home Energy Rating of 10 or above.

Consideration should be given to the use of sustainable urbandrainage systems.

New development should have careful regard to RIBA Indicatorsof Sustainable Design

New development should not use tropical hardwood but woodfrom sustainable and managed forests in accordance wih RIBAenvironmental guidance.

Where possible the use of locally sourced materials inconstructing buildings and urban spaces should be used.

Examples of Sustainable ResidentialDevelopment

BedZed, London


5. STRATEGIC DEVELOPMENT SITES

Having undertaken detail analysis of Burslem, eight key strategicdevelopment opportunities were identified.

Site 1: Greenhead Street Site

This site has been identified as suitable for high density residentialdevelopment.

Site 2: Sadler's Site and Royal Works

This site has been identified as suitable for high density mixed usedevelopment, including residential, live-work and commercialdevelopment, with ground floor retail uses fronting Market Place.

Site 3: Furlong Passage

This site has been identified as suitable for high density mixed usedevelopment, including residential, and live/work.

Site 4: William Clowes Street

This site has been identified as suitable for high density mixed usedevelopment, including residential and commercial/mixed usedevelopment.

Site 5: Navigation Road


Site 6: Woodbank Street Car Park


Site 7: Clayhanger Yard


Site 8: Newcastle Street

This site has been identified as suitable for high density mixed usedevelopment, including residential and live/work.

The development sheets that follow provide more detailed guidanceof what Stoke-on-Trent City Council and Burslem RegenerationCompany will seek on these sites to help regenerateBurslem town centre.

Live/Work Units

A number of the development sites promote the concept of live/workunits. Live/work units are a hybrid built form that mix residential andemployment uses in one building. They are useful in providing atransition between employment and residential uses. They can includestudios/office space as well as light industrial workshops. They need to beflexible in design to allow for possible changes in use to occur over time.

S106 Requirements

To ensure that development in Burslem enhances the localenvironment, provides adequate community facilities and promotesurban regeneration Stoke-on-Trent City Council may seek to enter intolegal agreements with private developers under section 106 of theTown and Country Planning Act 1990. This may include agreements for

The improvement, extension and creation of new public open spaces.

Amending traffic circulation and improving facilities forpedestrians and cyclists.

Provision of children’s play and health care facilities.

Contributions to the provision of additional school places.

The provision and maintenance of public art. In determing theextent of such obligations consideration will be given to thefinancial viability of schemes.


Figure 1.5 Strategic Development Sites


Figure 1.6


Figure 1.7


Figure 1.8


Figure 1.9


Figure 1.10


Figure 1.11


Figure 1.12


Figure 1.13


6. PUBLIC REALM STRATEGY

Objectives

The principal objective of the public realm strategy is to promotepublic spaces and routes that are attractive, high quality and safe,which combine effectively as part of an interconnected network toenhance the setting of Burslem's historic townscape and facilitatepedestrian movement for all.

In addition, and in recognition of the potential of Burslem as a touristdestination, the public realm strategy also aims to contribute, withother measures, to the successful attraction and retention of visitors.This will be achieved through the creation and design of better publicspaces as well as higher quality surfacing materials, street furnitureand lighting.

It was recognised at the outset that improvements to the public realmhad to be made in parallel with the changes in the main strategictransport movements. Key principles of urban design have evolvedfrom this approach to the town centre and they may be summarised asfollows;

Improve the setting of the Ceramica flagship development andthe heart of Burslem by improving connections to the publicrealm.

Improve ease of movement within the central core betweenMarket Place and Queen Street to facilitate better east-west andnorth- south movements.

Create a new network of interconnected public spaces

Provide improved shelter to the public spaces through design

Reflect the medieval street pattern in the layout of spaces andstreet design where possible

Strategic Public Realm and Gateway Enhancements

The Masterplan identified the need for a unified town centre core andimprovements to the following public spaces

1) Market Place

The Market Place has had in recent years, significant improvements tothe quality of the public realm around Ceramica with the use of highquality natural materials. However, this space is presently an 'island',surrounded by traffic on three sides. There is a need to reclaim thisspace for pedestrians and reconnect it back to the building line ofMarket Place (South) in order to help unify the town centre.

2) Swan Square

Swan Square located adjacent to Queen Street and the A50 isdominated both by traffic noise from the A50 and the undergroundtoilets that have recently been closed. An opportunity exists to removethe toilets, plant additional street trees and reclaim this south facingsquare for people to enjoy. There is also the opportunity to provide animproved pedestrian link across to Nile Street leading down to RoyalDoulton.

3) St John's Square

St John's Square is currently used partly as a car park. There is scope toreclaim this square as a public space, improve the quality of surfacematerials and provide good access to public transport facilities.

4) Fountain Place

Fountain Place is not a high quality space at present it is more of atraffic junction. Opportunities exist to reconnect this space back to thebuilding line to the north of Market Place and reduce the dominanceof traffic


Gateway Enhancements

The strategic framework and masterplan also identified the need forimprovements to the following gateways to Burslem Town Centre.These improvement include both physical new development andenvironmental improvements (See Figure 1.27 Public Realm andGateway Enhancements)

1) Scotia Road/ Wedgwood Place

The approach to Burslem from Tunstall along Scotia Road (A50) shouldbe improved by incorporating site development guidance for theBibby Yard site with redevelopment of the triangular site (currentlyused as a car wash) to the north of Overhouse Street and GreenheadStreet. This site currently gives a poor first Impression. There isopportunity to incorporate street trees as part of this redevelopment.The Telephone Exchange and Print Works also provide potentialdevelopment opportunities that could improve people's firstimpressions.

2) Moorland Road/ Hamil Road

The approach to Burslem along Moorland Road (B5051) passes BurslemPark and crosses Burslem Greenway. Opportunities exist to improveBurslem Park, provide a green link from the park to Burslem TownCentre through the planting of street trees on Moorland Road andHamil Road. Creating a new public arrival space in front of Port ValeFootball stadium will give a good first impression as people use thecoach park and will link the space in front of Port Vale with BurslemPark.

3) Waterloo Road

The approach to Burslem from the south along Waterloo Road (A50)could be improved by improving the frontages to the retail premiseson this route, redeveloping the corner of Woodbank Street andWaterloo Road which is currently used as a car park. There is also a

need to create continuity of street frontages along this radial route. Anumber of buildings such as Kwik Save on the corner of Zion Streetpresent large areas of car parking which do not provide good urbanform or add to the vitality of the street.

4) Newcastle Street

The approach to Burslem from the west is dominated by the view ofCeramica which sits in the heart of the Market Place. It is importantthat this is protected and that development or public realmimprovements do not detract from it. Two key development sites havean impact on people’s first impressions as they arrive at Burslem TownCentre from the est, Furlong Passage and the disused LJB Ceramicsworks. These site provide opportunities for new development of thehighest quality that provides a positive image for the town centre thatdoes not detract from the significant heritage of the town.


Figure 1.14 Public Realm and Gateway Enhancements


Strategy and Spatial Hierarchy

The key strategic measure of pedestrianising Market Place will affordthe opportunity of creating a central pedestrian spine alongsideCeramica and the active frontages on the south side of Market Place.This will remove intrusive through traffic, create a valuable new south-facing public space in the centre of Burslem and allow the re-locationof the open air market to inject new life into the heart of the town.The setting of the Doulton statue will be enhanced and connected tothe Market Place. Fountain Place would become an important gatewayspace to Burslem from the west and an extension of Market Place.

It is proposed that through traffic will also be removed from QueenStreet. This will further enhance the atmosphere and narrower 'grain'of the street allowing freer movement and suggesting better north-south connections with Market Place via Brick House Street,Clayhanger Street and the Indoor Market. This could promote circularwalks for visitors who may wish to visit the School of Art, the indoormarket and Wedgwood Institute as well as Ceramica.

Removing traffic from Queen Street will also allow St John's Square tobe enhanced in character and redesigned as an elegant new squarewith more pedestrian emphasis. Car parking would be removed,footways widened and resurfaced and semi -mature tree planting usedto enhance the setting of the restored Drinking Fountain and improveshelter.

The setting of Swan Square would also be enhanced through thereduction of traffic on Queen Street. The demolition of the publicconveniences affords the opportunity of creating a new formal publicsquare overlooking Queen Street, with seating, new public art andsemi-mature tree planting which can be used as a 'buffer' to traffic onthe A50 as well improving shelter and adding colour to the square.

Further improvements are required to the quality of surface materialsin Queen Street. There is also the opportunity to improve the spacearound the War Memorial by repaving the access to the methodistchurch.

Market Place North will become the main transport route into theheart of Burslem allowing two-way bus movements and access forcyclists. The existing area at the rear of Ceramica will form a usefulfunction as a 'gathering place' for visitors who have arrived or who arewaiting for buses. The 'interface' with the mixed use development onthe Sadler's Site must allow direct pedestrian movement from thedevelopment to the heart of Burslem and vice versa.


Figure 1.15 Town Centre Public Realm Improvements


Materials and Street Furniture

The general materials palette for pedestrian areas will use sandstoneflags, granite or stone setts and clay brick edging, drawing ontraditional hardwearing materials which are sympathetic to thehistoric grain of the town centre, inspired by the standard of quality ofthe external works to Ceramica. The use of traditional local surfacingmaterials such as Staffordshire blue clay paviours and the possibility ofpublic art using recycled ceramic materials should be considered.

For Market Place North and Fountain Place where bus access is proposed,it is proposed that the main highway will remain in tarmacadam todifferentiate from pedestrian priority routes. However it is proposedthat Market Place and Queen Street be repaved using the palette ofmaterials described above. Important connections such as the north-south link between the Sadler's site and Brick House Street would beaccentuated using consistent materials laid across the street grain.

The medieval street pattern would be reflected in the streetscapedesign of thepedestrianisedMarket Place.Different materialswould be used todifferiantate between the areas for service access and main footways,with flush kerbs envisaged. There is an opportunity for street trees toenhance this space.

It is proposed that street furniture and lighting be modern, robust,sustainable and high quality in design reflecting that used at theCeramica development, eg stainless steel bollards and stone seating.Power supplies for servicing the Market and special events will need tobe integral to design of the Market Place.

There is a real opportunity to enhance the streetscape and reinforceBurslem's identity with ceramics by the incorporation of artworks withinthe floorscape.

When new highway signs are provided opportunities will be taken torationalise existing signs and remove unnecessary or redundanthighway signs and other structures, thus minimising clutter.

Role of Public Art

This can play an important part inenlivening the atmosphere and quality ofthe public spaces as well enhancing localcharacter and distinctiveness and acting asa vehicle for involving the local artisticand school community.

There are opportunities for new single art pieces in Swan Square but itis proposed that the main way art can be incorporated is through itsphysical and more subtle integration with the streetscape pavingworks, rather than new 'pieces' which may visually 'compete' with themany attractive architectural elevations and landmarks that alreadyexist. It is suggested that a design competition, possible organised inconjunction with the School of Art, could be used as a vehicle for thegeneration of ideas, drawing on the two main local themes of modernceramic design and literary references to Arnold Bennett. Art could beembodied within the new paving design as 'floorscape art' toaccentuate, enliven and mark out key routes.

There is the opportunity toincorporate recycled potterymaterial in the final design.

Contributions towards publicart should be sought fromprivate develpers and fromthe Ceramic industriesthemselves.


Figure 1.16 - Open Space and Recreation


Figure 1.17 - Public Realm Design


Figure 1.18 - Streetscape - Navigation Road


Figure 1.19 - Streetscape - Hamil Road

28

25

7

20

11

9

1

2

3

4

5

6

15

16

14

13

38

1 Sproson Park

2 Port Vale Football Club

3 Hamil Road

4 Burslem Park

5 Greenway

6 Moorland Road

7 A50

8 Queens Street

9 Woodbank Street

10 Newcastle Street

11 Navigation Road

12 Greenhead Street

13 New Visitors Car Park(North)

14 New Housing development

15 Royal Stafford

16 Saddlers Site(Residential and Live/Work)

17 Royal Works(Residential and Live/Work)

18 Ceramica and Town HallSquare

19 New Location for Marketon Market Place

20 Clayhanger Yard

21 Refurbished Indoor Market

22 St.John’s Square

23 Swan Square

24 Ceramica Car Parking

25 New Development(Residential and Retail)with link to St. John’sChurch

26 St. John’s Church

27 Furlong Passage(Residential and Commercial/

Mixed Use on St. John’s

Square)

28 Woodbank Car Park(Residential and Live/Work)

29 Navigation Road(Residential and Live/Work)

30 Future Development. (New

development to take into

account existing businesses

and needs to be phased as

part of the later stages of the

masterplan)

31 Burslem Port

32 Grange Park

33 Royal Doulton

34 St Joseph’s R.C Church

35 St Pauls Churchyard

36 Wade Works

37 School playing fields

38 Federation Road

39 Westport Road

40 Trent - Mersey Canal

41 New Visitors Car Park (South)

42 New Tourist/Coach Parking

43 Employment Uses

42

33

32

29 4126

24

8

Indoor Market*1. Refurbished Indoor Market and

units to Queen Street providingniche retail facilites for theCeramics Industry

*2 Clayhanger Yard: New connectionthrough to Market Place willopen up Clayhanger Yard topedestrian flows making it a moreactive place. New development todefine route through providingoverlooking with continualfloorscape treatment from MarketPlace through to Queen’s Street

23

New 3 storey developmenton Sadler’s site to provideoverlooking to all streets,including new street andnew pedestrian routerunning alongside

New residential + live/workdevelopment on formerRoyal Works Site withnew Street created

New pedestrian routelinking GreenheadStreet to Market Place

New residentialdevelopment(2-3 storey) andnew street

New development ofFurlong Passage toprovide building featureat Newcastle/GreenheadStreet junction as wellas defining former routeof Navigation St toSt John’s Sq

New 3-4 storey residentialdevelopment withpedestrian link

Navigation Road, restoredto its former importancewith new developmentproviding activity + over-looking

Future development toprovide a link betweenBurslem, Burslem Park +Middleport. Layout tobe designed around apermeable network ofstreets with 3-4 storeyresidential blocks.

Burslem Port layout in theMasterplan is only indicativeand illustrates principles ofhow the Port can beintegrated with the TownCentre

New street providing link fromWoodbank Street + St John’sChurch to Burslem Port area.Street overlooked by new 3-4storey residential + live/workdevelopment

Potential to retainexisting cottagesalong NavigationRoad

22

21

27

12

36

34

10

40

35

37

17 18

19

New development,predominantly 3 storeywith 4 storeys at corners,residential with someCommercial / Mixed Useclose to St John’s Square

New tree-lined east-west; north-southpedestrian connections

Potential forcommunity ledHeritage Centrefor St. John’s inexistingbuildings

Closure of CrossHill (access only)allows for anextendedSt John’sChurchyard

Existing Bottle ovensretained andincorporated intonew development

Commercialdevelopment toprovide frontageto Waterloo Road

DedicatedCeramicaCar Park

New landmarkdevelopment ongateway site(3-4 storey)

Infill residentialdevelopmentalong Nile Street

New location foropen air marketon Market Place

Visitor /Touristcoach drop-offlocation

New tree lined routedemarking route fromtown centre to BurslemPark and Port Vale FC

New visitor and touristcoach parkingproviding access to thetown centre + BurslemPark (non-match days)

Greenway improvedto enhance cyclingexperience

New landmarkdevelopment ongateway site(3-4 storey)New public car

parking to northof town centre(108 cps)

Pubbuildingretained

New open space +play area

*1

*2

New residential units(2 - 3 storey)

40

NN.T.S

New play area

7

30

43

39

Improvementsto junction 36

New Public Car Park(75cps)

26

5-6 Storey building to actas a landmark for BurslemPort offering views outover Grange Park

31

Zone of Transition

New playarea

BURSLEM URBAN DESIGN ACTION PLAN: RECOMMENDATIONS & ACTIONS

This Urban Design Action Plan provides a recommended programme in terms of short, medium, long term actions/projects, it is recognised that should circumstances change then the Burslem Regeneration Company will be able to change its priorities and bring forward medium/long term and new projects. The Action Plan will need to be regularly reviewed to ensure the aims and objectives are achieved. NUMBER

ENABLING OBJECTIVES & PROPOSED ACTIONS PRIORITY Short term 2004 - 2006 Medium term 2007 - 2010 Long term 2010 - 2015

LEAD / OTHER PARTNERS

PROSPECTIVE FUNDING PARTNERS / ESTIMATED COST

OVERVIEW O.1 The following vision statement should be agreed upon and adopted by partners:

“The renewal of Burslem will be driven by celebrating Burslem’s internationally important industrial, social and literary heritage through contemporary ceramics industries and thriving tourism, promoting design excellence and creating a high quality environment in which people live and work.”

Short BRC, SoTCC, AWM

O.2 Ensure a consistent high quality design approach to the development of key sites that ensures key urban design principles as set out in this report are met.

Short SoTCC, BRC, AWM, EH

O.3 Partners should establish a consolidation and repair fund to address most urgent building works as identified in Scott Wilson’s Heritage Assets Appraisal Report

Short SoTCC, BRC, AWM, EH, Private

THI £884 250


URBAN DESIGN ACTION PLAN: SHORT TERM 2004 – 2006 KEY BUILDINGS & DEVELOPMENT SITES S1 7-11 Queen Street

Touchstone Housing Refurbishment of shop units, to create 6 live/work units. To be managed by the BIC Outreach Centre. Links with Objective 2 project 22/30 Queen Street and School of Art

Short Touchstone Housing EP SoTCC

£ 770 000 EP Townscape Heritage Initiative (THI) Housing Corporation Housing Pathfinder Market Renewal

S2 22/30 Queen Street, refurbishment of vacant shops to provide managed studio workspaces. Units to be managed by the BIC Outreach Centre from the Burslem School of Art Project in progress

Short SoTCC

Total cost £1.8 m £350 000 ERDF Objective 2, THI, SoTCC

S3 Refurbish Indoor Market to secure the envelope of the building and its adaption as a specialist market, supporting ceramics, arts, crafts, retailing and studio workshops during the day, with the potential for a range of sports/leisure activities in the evenings Property owned by City Council, and available for refurbishment. Links to the two Queen Street Studio Workshop Projects, and to Ceramica Option Appraisal is being carried out by Buckanll Austin. Townscape Heritage Initiative Application proposed to be submitted in March 2004

Short SoTCC, BRC, AWM,EH

NSRZ £ 1 600 000 Townscape Heritage Initiative £ 200 000 Objective 2

S4 Burslem Building Improvement Scheme, Phase 1 Provide grant assistance to private business owners to undertake repair and refurbishment works for properties within Burslem Town Centre Conservation Area. Will assist THI, and improve appearance of area, and bring back vacant, mostly upper floor space, back into productive use

Short SoTCC, EH

SRB6 - £159 200 THI - £ 37 800 Private - £ 126 000 Total - £323 000


Milestone/ Action Diary Outline application approved May 2003 – Full Application considered by SRB6 Scheme ends 31st March 2004

S5 Furlong Passage Important gateway site in need of refurbishment / improvement. Site should be developed in accordance with masterplan. Recommend immediate priority action to acquire /CPO action to avoid inappropriate development.. Milestone/ Action Diary

• Land in different ownerships therefore need to carry out land assembly exercise.

• Outline application to AWM required for land/building assembly acquisition as an important gateway site for Burslem.

Short SoTCC,BRC, AWM, Owner

EP, Objective 2

S6 Greenhead Street site : redevelopment for high density residential housing in accordance with Design Brief. Detailed application for AWM funding in preparation to ensure quality integral to the implementation scheme.

Short The Woodford Group AWM, BRC SoTCC

The Woodford Group, EP

S7 Sadler’s and Royal Works Sites: residential – led mixed use, including retail, businesses and live-work. Outline application for funding to ensure quality in preparation

Short The Woodford Group AWM, BRC, SoTCC, EP

The Woodford Group, NSRZ

S8

William Clowes Street (Former Johnson Matthey & Acme Marls site) Promote site for mixed use (residential/retail) in accordance with the masterplan

Short SoTCC, EP BRC,AWM, Private Owners

EP, Developer, HC,HA, HP


S9 Wedgwood Institute

Re-use and conversion of building for mixed public, cultural and visual arts uses in accordance with the recommendations of the Heritage Assets Appraisal. City Council owned building. Public Library to be refurbished and modernised. Potential links to School of Art project, i.e. Management, Shared facilities etc. Steps should be taken to secure the external fabric of the building, establishing a consolidation and repair fund and undertake essential refurbishment to building envelope. Create new service area to rear and investigate potential to enhance existing pedestrian movement in and around building Milestone/ Action Diary Sub-group meeting to be convened with all interested parties to agree package of suitable uses. Stage 1

• Preparation of brief for re-use of the building • Commissioning professional services, including surveys, design and

business plan. • Submit business plan to AWM for funding

Stage 2 • Submit detailed application to AWM, English Heritage, ERDF and HLF • Project Implementation

Short SoTCC, BRC,AWM,EH

£3-4 000 000 NSRZ THI SRB6 Objective 2 HLF

S10 School and Health Provision The LEA have looked at future local school capacity and have assured that there will be sufficient capacity in local schools to cope with a potential increase in child numbers from the level of new residential development proposed in the master plan Discussions will need to take place with PCT about the scale and programming of new housing development and the future healthcare needs and level of provision

Short SoTCC, PCT


TRANSPORT/ PUBLIC REALM S11 Burslem Town Centre Public Realm

i) Highway Design and Modelling The traffic scheme promoted as part of the Master Plan will have wider implications for traffic and transport around Burslem, particularly on the A50. Detailed traffic assessment and junction analysis need to take place to examine the impacts of the proposals on Burslem and on the wider network. This takes forward the work undertaken by Halcrow in their broad brush transport study carried out in 2002. ii) Market Place – Stage 1 Implementation It is proposed that The Market Place would initially be traffic managed, but two-way vehicles would be maintained. The following transportation measures are proposed to be implemented (2/3 years)

• Carriageway narrowing to 7 metres / footpath widening • Construction of bus lay-bys or ‘half-bays’ to assist bus priority • Queen Street, St Johns Square and Market Place North would be closed

to through traffic with access maintained for service traffic only • Traffic management on Federation Road • Create new coach parking facility to the north east of the town centre • Traffic calming Greenhead Street.

It is proposed The Market Place would initially be traffic managed, but two-way vehicles would be maintained. The public realm works will include:

• A phased approach to the pedestrianisation of the market place. • A reconnected Market Place that is not surrounded by traffic on three

sides. • A consistent approach to the street furniture and surface materials.

Short SoTCC, BRC,AWM, EU, LTP

£3.5m - £4 m LTP, OBJECTIVE 2 (Packaged as tourism and town centre regeneration) NSRZ


• The opportunity for the provision of public art that reflect contemporary ceramic design and the heritage of Burslem.

• Improved pedestrian movement. • The provision of street trees.

A program and funding needs to be put in place to implement the improvements to the Market Place in line with the master plan. Stage 2 of the proposal

burslem master plan and urban design action planwebapps.stoke.gov.uk/uploadedfiles/burslem...

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