SLP KDBH Extracts - Flipbook - Page 40
Maximising commercial opportunities of current footfall through enhanced activities to
increase dwell time at the NEC site;
Creating new footfall by introducing new facilities as an attractor to the NEC;
Providing a more compelling sense of arrival to the Region;
Increasing reputation and brand of the NEC and the Region through partnerships;
Providing a site that has appeal across ages, cultures and social types.
100.
This will require new investment to refurbish or replace halls, create new floorspace and
meet new challenges in meeting visitor expectations and on site experiences including
improved visitor management, upgraded choice in its food offer and greater opportunities for
relaxation and entertainment.
101.
The NEC Master Plan (2018) sets out the aspiration for residential and leisure development,
with the potential to accommodate up to 2,500 apartments with ancillary community uses, on
land released from surface car parking. The Council will support the more efficient use of
land within the NEC boundary, and the potential for a wider range of uses to complement
growth at Arden Cross.
102.
There is therefore a need for flexibility to enable a broad range of development that will
support operational needs but also a need for ancillary and complementary supporting
facilities together with provision for sustainable transport and links to employment
opportunities.
103.
Developments at the NEC will play a key part in the place-making role that is expected
across the Hub Area, especially given its position between the Airport and Arden Cross.
Jaguar Land Rover (JLR)
104.
The Council will continue to support the further development and modernisation of the
vehicles plant in order to enable its continued success in the competitive global vehicles
market. JLR is constrained in terms of its ability to expand by its location within the main
urban area. To reflect this and having regard to the vital importance of JLR to the region’s
economy and to job creation, Policy P1 includes proposals to remove land at Damson
Parkway from the Green Belt to support this aim. In addition to meeting JLR needs, this land
will provide for local employment opportunities to meet the needs identified in Policy P3, as
well as for potential ancillary requirements for Birmingham Airport.
105.
The land indicated to be removed from the Green Belt includes land on the south eastern
side of Damson Parkway/Old Damson Lane. Given its location it may be attractive to
businesses and investments which support the automotive and motorsport industries. Part of
this land has also been identified as an option for a relocated Household Waste and
Recycling Centre and Council Depot. Further justification for this proposal is included in
Policy P12.
106.
The exceptional circumstances to justify this approach are as follows:
Jaguar Land Rover is a major international business and one of the largest
employers in the West Midlands, whose continued growth and success are of vital
importance to the local and regional economy, and to the aspirations in the UK
Central Masterplan. Failure to provide for future growth and expansion would put the
Company at a competitive disadvantage with its motor manufacturing rivals and
jeopardise the significant potential for new employment;
The Lode Lane plant is severely constrained by surrounding residential areas,
Elmdon Park and local nature reserves, and the only realistic option for expansion
and redevelopment is to the east on Green Belt land;
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