Huntingdon Baseline Report - Masterplanning by HDCCommunications

HUNTINGDON HUNTINGDONSHIRE BASELINE REPORT OCTOBER 2021

contents

Client Project name Project no. Document no. Document title Status Produced / chck’d by Date

Huntingdonshire District Council (HDC) Huntingdonshire Town Investment Plans B030058 UD-12 Baseline Report - Huntingdon Draft EF / RK&AC 04/10/21

This document is an A3 (double sided) landscape booklet. © Tetra Tech Limited. Registered in England number: 01959704. All drawings and photographs are by Tetra Tech Ltd unless stated otherwise.

CONTENTS

INTRODUCTION purpose / 4

CONTEXTUAL ANALYSIS strategic context / 5

scope / 4

03 SOCIO-ECONOMIC ASSESSMENT context / 6 political summary / 6 vision / 6 socio-economic summary / 7

URBAN DESIGN ASSESSMENT

MARKET REVIEW

town centre context /10

Residential market summary /22

land ownership / 11

Residential take up rates, demand & pipeline developments / 22

photo study / 12 heritage & character / 14 townscape / 16 public realm & landscape / 18

Retail market summary / 22 Office market summary / 23 Leisure market summary / 23

connectivity / 20 HUNTINGDON HUNTINGDONSHIRE

introduction PURPOSE This document has been prepared by Tetra Tech, Steer Economic Development and Thomas Lister on behalf of Huntingdonshire District Council. It provides a summary of the baseline assessments which have been undertaken as the first stage in developing a masterplan and associated business case for Huntingdon town centre. This document will inform the assembly of a long-list of development intervention options to improve the town centre. This will be undertaken in the context of Huntingdonshire District Council’s target to double GVA over the next twenty years, with each area in the district required to contribute. The long list of potential interventions will be refined into a short-list, and subsequently a preferred delivery option for Huntingdon. The process of shortlisting will be informed by this Baseline Assessment, alongside stakeholder and public consultation, costing, visbility testing and economic benefit scoring. 4

The development interventions must be deliverable and supported by a robust business case, and must crucially contribute positively to the placemaking, useability, attractiveness and connectivity of Huntingdon. This Baseline Assessment provides a high level analysis of the character of the town, to inform the physical strengths and weaknesses of the place and to ensure that proposals are appropriate and in-keeping with the local character.

SCOPE This process of masterplanning and developing a business case for Huntingdon builds upon an extensive body of work which has already been undertaken for the town. Most recently this has included the Vision and Briefing Paper (GHD Advisory, 2021) which incorporates findings and recommendations from the earlier Prospectus for Growth. These two documents underpin a significant part of this Baseline Assessment, alongside further policy documents, a review of which is provided in Section 3.

The structure of this document includes a Context Analysis; Background and Policy Review; SocioEconomic Assessment; and Urban Design, Transport and Connectivity Assessment.

contextual analysis STRATEGIC CONTEXT Huntingdon is one of several Market Towns in Huntingdonshire alongside St Ives, Ramsey and St Neots. Located in the centre of the district, Huntingdon is well connected to Cambridge. The Cambridge and Peterborough Independent Economic Review (CPIER) identified three broad economies within the Combined Authority Region: Greater Cambridge, Greater Peterborough and The Fens. Huntingdon has strong links to both the Greater Cambridge and Greater Peterborough economies, with strong north/south connections along the A1(M) and Thameslink and increased connectivity to Cambridge via the new A14.

STRATEGIC CONTEXT PLAN >> The A14 previously extended past the western edge of Huntingdon Town Centre, this has now been rerouted to connect with the A1, approximately 5km southwest of the original alignment. Huntingdon rail station provides both local and strategic services, connecting the town to St Neots and Peterborough locally and to London via Thameslink. Through the realignment proposals for the A14 it is intended to provide a new public transport hub adjacent to the station for bus services.

Huntingdon is one of the largest towns within the district and provides connections to Brampton, Peterborough, Horsham, Houghton, Godmanchester and Cambridge. The town is evidently well connected

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socio-economic assessment CONTEXT FOR SOCIOECONOMIC ANALYSIS Huntingdonshire is a largely rural district with 4 market towns and some 70,000 homes, 170,000 residents and 8,000 businesses. It is home to the 150 hectare Alconbury Enterprise Zone. The A1(M) and East Coast Mainline run north-south through the centre of the District, with the A14 running eastwest. Huntingdonshire lies in the OxfordCambridge Arc, a globally significant economic area running from Oxfordshire to Cambridgeshire, with a vision to be the world leading place for high-value growth, innovation and productivity. It aims to be a global hub where ideas and companies are generated and thrive, home to exemplary models of 21st century development, with a high-quality environment and outstanding quality of life, and with a strong economic 6

focus that drives inclusive clean growth. Affordability of housing, infrastructure and skills are amongst the key challenges and priorities. The Local Plan to 2036 outlined plans for the development of 20,000 new homes and 14,000 new jobs in the period 20112036.

POLITICAL SUMMARY It will be important for developments in Huntingdon to align with and help to deliver on the objectives of local, regional, and national plans and priorities. A fuller review of regional and national plans is undertaken in a separate Huntingdonshire Socioeconomic Baseline Assessment Report, with key plans relating to Huntingdon Town summarised below. Huntingdon: A Prospectus for Growth describes a vision focussed around the Huntingdon area. There are four

themes, each with their own objectives; these objectives align to regional and national priorities. Objective one aims to renew and redevelop Huntingdon Town Centre into a social and cultural hub and will create a centre for an evening economy. The second aims to reduce congestion and with it noise and air pollution currently an issue on the edge of the town. The third objective seeks to create employment and educational opportunities within North Huntingdon, which has a growing population. The final objective within the prospectus aims to attract businesses operating in key sectors, such as Advanced Manufacturing, into the Alconbury Weald area. Across all objectives, Huntingdonshire District Council wants to encourage the Net Zero agenda. Alongside this, sits the Huntingdon Neighbourhood Plan 2018-2026. The four objectives are to: Promote Huntingdon as a place of great potential for investment and opportunity; Ensure that the whole community is well provided for, and increase a positive sense of community; Ensure that the local

distinctiveness of the natural, built and historic environments of Huntingdon are conserved and, where possible, enhanced; and ensure that the community can travel in and around Huntingdon using a transport infrastructure that is fit for purpose.

VISION Work commissioned by Huntingdonshire District Council produced the following vision for Huntingdon, in May 2021:

“HUNTINGDON WILL BECOME A VIBRANT SERVICE CENTRE AND CULTURAL HUB FOR THE SUBREGION, BY RE-INVIGORATING ITS DIVERSE TOWN CENTRE, BUILDING ON ITS CULTURAL LEGACY AND CAPITALISING ON EXTENSIVE REGIONAL CONNECTIONS. THE CENTRE WILL BE RECONNECTED WITH ITS NEIGHBOURHOODS AND THE RIVER TO TRANSFORM INTO A UNIQUE DESTINATION FOR HUNTINGDONSHIRE.”

SOCIOECONOMIC SUMMARY A fuller analysis of the Socio-economic conditions in Huntingdon and Huntingdonshire is undertaken in a separate Huntingdonshire Socioeconomic Baseline Assessment Report. A summary of the key specific findings relating to Huntingdon is provided here.

PEOPLE/HUMAN CAPITAL Huntingdonshire as a whole has a lower percentage of population qualified to NVQ4+ than Cambridgeshire and England. This indicates challenges in attracting skilled workers, providing opportunities for education in the geography and attracting and retaining high value employment opportunities. Whilst the percentage of the working aged population in Huntingdonshire (aged 16-64) that were economically active was above that of England and Cambridgeshire 2010-2020, it declined from 2018. In the district as a whole, employment is concentrated in more traditional sectors. 31% if employment is in public admin, education and health, but there are high relative concentrations in agriculture and construction. Deprivation around Huntingdon is spread unevenly and highly variable, suggesting high levels of inequality

in the town. By Ward, Huntingdon North has the highest Universal Credit Claimant in the District, at 120 per 1k population.

PLACE/INFRASTRUCTURE Huntingdon resident’s methods of travel to work closely linked to that of England as a whole, although use of bus is much lower, suggesting poor connectivity of bus routes between residential areas and employment zones. Notably, use of bicycle is significantly above the England average, highlighting potential to expand this, through provision of more active travel routes.

for evening activities. Improving the quality of public realm and encouraging independent businesses to open in the town centre will be important to increase the diversity of the town’s offer. The town centre economy will further be boosted by improving accessibility by foot and bicycle from the train and bus stations and across the currently restrictive ring road.

Figure 2 1: Footfall across the day in Huntingdon (August 2021) Source: Huntingdonshire District Council, August 2021

BUSINESS Business growth in Huntingdonshire is sustained but below that of England, and diverged 2010-2020 (Figure 2 2). Furthermore, business survival rates at 3 years are 9 percentage points (pp) behind England. This improves to a 2pp deficit for 5-year survival rate, but highlights the challenges starting businesses in the District.

In Huntingdon, Manufacturing is the largest sector based on employment, followed by wholesale and retail trade and public administration and defence. These are largely traditional industries, meaning that encouraging a diversification of the business presence in Huntingdon is a priority, to ‘future proof’ the economy and create more high value jobs for residents.

Table 2 1: Travel to work by method (Indexed, England = 1.00) Source: Census, 2011

Footfall in Huntingdon is strongly concentrated between 8am-5pm, with little before or after this time (Figure 2 1). For its size, the scale of the nighttime economy appears relatively limited - accounting for around 10% - 12% of total quarterly expenditure. There is, therefore, real potential to expand this ‘activity window’ into the evening, with investment in attractive developments providing amenities

House prices are below the national average in all areas, and are £100k below the national average in Huntingdon North, highlighting opportunities to attract residents under new more flexible patterns of work. This is aided by the high relative coverage rates of superfast and ultrafast broadband coverage in Huntingdon.

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Figure 2 2: Business Counts, 2010-2020 (indexed at 100) Source: NOMIS: UK Business Counts, 2020

03 KNOWLEDGE AND IDEAS The knowledge economy is a provider and creator of high value employment and GVA. It relies heavily on businesses’, universities’ and peoples’ ability to commercialise and spin-out new ideas, approaches, and knowledge. A strong flow of ideas and innovation is critical to the performance of any competitive economy.

provide opportunities to attract high skilled workers to the District. Figure 2 3: Huntingdon’s Innovation Assets. Source: Steer-ED analysis of Beauhurst data, 2021

As shown in Figure 2 3, in Huntingdon (defined here as postcodes PE28/PE29), there are 82 high growth businesses, two VC funded businesses and one academic spinout. Of this, 45% are in Manufacturing, Administrative support, or Wholesale and retail and just 7% are in Professional scientific and technical activities. At September 2021 there were no active business support accelerators in Huntingdon. As highlighted in the Local Plan to 2036, it will be important to encourage and support businesses in high value sectors such as Health and Professional, scientific and technical activities to support longterm sustainable business growth and 8

INNOVATION ASSETS >>

LOW CARBON/ SUSTAINABILITY Low carbon and sustainable development are an increasing priority for government and people at all levels. As indicated in the Local Plan to 2036, environmental challenges and opportunities exist in Huntingdonshire, and it will be important to consider these in all future developments. Huntingdonshire emits almost double the carbon emission per capita than the national benchmark. The high use of cars for travel, is an attributable cause for emissions per capita to be substantially higher than other areas. According to the 2011 Census, 84% of households from the parliamentary constituency of Huntingdon owned a vehicle, well above the national average of 74%. This highlights the importance of encouraging public and active travel modes for work and leisure travel in the Town.

COVID-19 Universal Credit claims rose rapidly March 2020-May 2020 and have remained high since throughout Huntingdonshire, highlighting that there are still significant challenges for people looking to return to work. Google mobility data enables trends in movement to be analysed post March 2020. Significantly, at September 2021, workplace movement trends in Huntingdonshire were still down 22.6%. This data points to an opportunity. With workers now been given more flexibility to work remotely, Huntingdon can capitalise on its natural assets and heritage to appeal to skilled workers looking to move away from urban centres such as Cambridge. The Action Wheel opposite summarises the key strengths and areas requiring action which Huntingdon’s masterplan should capitalise on and address.

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urban design assessment LOCAL CONTEXT Huntingdon was a medieval town centre, built along the approximate line of the old Roman road from London to York, north of the River Great Ouse. Since its establishment the town has changed with varied ages of development from the 17th, 18th and 19th century. The south-west of the town centre provides civic facilities including Huntingdon law courts, library and archives as well as Huntingdonshire District Council offices. The town centre is constricted by the ring road on all sides, although the new A14 infrastructure works have changed the way that traffic uses the western and southern parts of the ring road. Despite being built on the edge of the River Great Ouse, the town has limited connections to the riverside, partly due to the barrier of the ring road. Historic common land is located on the edge of the town centre and provides a pedestrian connection to Huntingdon rail station. 10

LOCAL CONTEXT >>

LAND OWNERSHIP Huntingdonshire District Council’s land ownership within Huntingdon town centre comprises primarily of surface car parks, along with the bus station and riverside park. Two areas are identified on the plan opposite illustrating important plots which are strategically important in addressing Market Hill and the St Benedict’s Court Shopping Centre.

LAND OWNERSHIP PLAN >> KEY

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PHOTO STUDY A photo study of the town centre has been undertaken to illustrate the character of the town and to identify high and low quality buildings and public spaces.

8 12

2 5

10 6 4

PHOTOGRAPH LOCATION PLAN >> 12

URBAN DESIGN ASSESSMENT

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04 HERITAGE & CHARACTER Huntingdon developed slowly from the Middle Ages, with new development contained to the historical settlement pattern. The town centre sits within Huntingdon Conservation Area, a detailed review of which is provided in Huntingdonshire District Council’s Huntingdon Conservation Area Character Assessment. The town has seven scheduled ancient monuments and 122 buildings on the national list. Many of these are located along High Street. The Cromwell Museum is located on High Street within the former grammar school building. It contains collections relating to the life of Oliver Cromwell who was born in the town and spent much of his life there.

The town centre is characterised by a number of small lanes and passages which run off from the main High Street. Buildings along High Street sit at back of pavement and vary in age, style and materials, creating an interesting character. Market Hill provides a setting for the grade I listed All Saints Church and the town hall. The buildings on the High Street side of Market Hill are primarily in use as discount retail stores, with some others currently vacant. This does detract from the setting of the historic buildings.

HERITAGE & CHARACTER PLAN >> KEY

URBAN DESIGN ASSESSMENT

HERITAGE BUILDINGS

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04 TOWNSCAPE Huntingdon town centre is characterised by a pedestrianised High Street, with the majority of retail activity focused between Hartford Road and Market Hill. Chequers Shopping Centre has recently been developed as a retail hub, shifting the retail focus away from St Benedict’s Court. The town centre is constricted by the ring road whch forms a barrier to movement. The ring road also severs the town centre from the riverside.

Market Hill forms a key location in the town centre, with a number of listed buildings surrounding and important focal points. There is however some work to be done to maximise the opportunity that this space creates for the town. St Benedict’s Court shopping centre is not in keeping with the scale of the surrounding buildings and has a number of vacant retail units. There is an opportunity to improve this space to create a new neighbourhood within the town centre.

TOWNSCAPE >> KEY

There are a number of gateways into the town centre. All of these have a relationship with the ring road, with the exception of the Brampton Road gateway adjacent to Huntingdon rail station. Key views within the town centre are restricted by the enclosure of the historical buildings at the back of pavement. There are however some important views of All Saints Church which can be glimpsed along High Street, as well as views across the river. 16

URBAN DESIGN ASSESSMENT

EXAMPLES OF HUNTINGDON’S TOWNSCAPE CHARACTER

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04 PUBLIC REALM & LANDSCAPE Huntingdon town centre is pedestrianised through significant sections of its core. This provides an attractive environment for visitors as they move through the town. There are key areas where the public realm could be improved, particularly at Market Hill. The space is dominated by hard standing and would benefit from the introduction of some greenery to provide an attractive setting. Roads within the ring road which are open to vehicular traffic are typically quiet and attractive to pedestrians. The town centre would however benefit from an improved wayfinding strategy to ensure that users are able to understand that parking is available to these spaces nearby if necessary.

PUBLIC REALM & LANDSCAPE PLAN >> KEY

The riverside park is an attractive green space, although this area feels segregated from the town centre by the ring road. There is an opportunity to improve this space and the adjacent marina. 18

URBAN DESIGN ASSESSMENT

EXAMPLES OF HUNTINGDON’S PUBLIC REALM

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04 CONNECTIVITY Huntingdon is well connected to the wider Cambridgeshire and Peterborough economies via road, rail and bus, as well as benefiting from the Thameslink rail service to London.

The bus station is located at the edge of the town centre and comprises a relatively large site. There is a potential opportunity to provide the primary bus station at the public transport hub proposed adjacent to the rail station, providing on street stops within the town centre.

The pedestrian and cycle connections to the rail station could be improved. As the station isn’t located directly within the town centre it is important that these links, along Brampton Road and through Mill Common are attractive and safe for pedestrians and cyclists. Wayfinding and signage both at the station and through the town centre could be improved.

Town Park is a large area of attractive open space within the town centre, however its benefits are not maximised. The public right of way connection along Grammar School Walk could benefit from improvements as it also provides the setting to the entrance of the Cromwell Museum.

There is a major opportunity to improve connectivity to the riverside. On the town centre side of the river there is overlooking and visual connection at the eastern end, however at the western end, adjacent to the Old Bridge Hotel, the junction is wide and the road extends to three lanes, creating both a visual and physical barrier to movement.

KEY

CONNECTIVITY >>

URBAN DESIGN ASSESSMENT

PEDESTRIAN, CYCLE AND PUBLIC TRANSPORT INFRASTRUCTURE

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market review RESIDENTIAL MARKET SUMMARY The key recently delivered residential schemes in Huntingdon comprise of Cromwell Gardens, which is being delivered by Persimmon Homes and Romans’ Edge, which is being delivered by Barratt Homes and David Wilson Homes. The Cromwell Gardens development is more relevant in terms of location and has achieved slightly lower values, ranging between £280-378 per sq ft. The Romans’ Edge development is within a superior location being in Godmanchester to the southeast of Huntingdon and comprises a mix of two, three, four and five bedroom family homes and has achieved values in the order of £349496 per sq ft. A review of Land Registry data notes that there have been very few apartments recently delivered or sold in Huntingdon. The only apartments recently sold were located some 3.8 miles northwest in Alconbury, known 22

as Radmyle Apartments, where values achieved were in the order of £288£327 per sq ft. In terms of availability, it is noted that there are two apartments currently for sale towards the northwest of the town centre at Ferrars Road. The apartments comprise two bedroom properties and are available at £220,000. In terms of retirement living provision, Churchill Retirement Living are currently delivering a scheme at Moorhouse Lodge which has achieved values in the order of £389-417 per sq ft. Conversations with the acting agent confirms a high level of demand experienced for this type of product in the locality. Moorhouse Lodge apartments are also available for sale, with one bedroom properties available at £212,950 and two bedroom properties available at £235,950.

RESIDENTIAL TAKE UP RATES, DEMAND & PIPELINE DEVELOPMENTS Take-up rates across existing stock and new-build properties have been established through analysis of Land Registry data and planning policy documents. According to Land Registry data, a total of 1,742 new build residential dwellings were sold over the past 5 years within Huntingdonshire is, which equates to 348 dwelling per year on average. In terms of property type, a relatively high number of transactions related to detached and semidetached, whilst fewer flats, bungalows and terraced houses have recently been delivered and sold. A strong demand for new build properties within Huntingdonshire area has been identified by Huntingdonshire District Council. According to the

Huntingdonshire Objectively Assessed Housing Need document, the total projected housing need for the period 2011 to 2036 is estimated at 20,100 dwellings, which equates to 804 new homes per annum to be delivered across Huntingdonshire. Based on recent delivery of housing, the report also notes a gap of circa 348 dwellings on average between delivery and the annual target of 804 dwellings. In terms of pipeline developments, Longhurst Group are currently delivery a new, fully-affordable 56home development in Huntingdon to comprise one, two and threebedroom homes available for shared ownership, rent to buy and social rent. Additionally, a planning application has recently been submitted by JCAM Commercial Real Estate Property Limited for a residential development of 178 dwellings on land to the west of St Johns Street. Similarly, a smaller local developer has submitted an outline planning application to build 27 dwellings on land north of Old Houghton Road, however this is situated in Hartford towards the northern edge of Huntingdon.

RETAIL MARKET SUMMARY The retail sector throughout the UK has generally struggled in recent years, particularly high streets which have suffered due to a change in consumer behaviour towards online shopping, accelerated by COVID-19. CoStar data for the wider Huntingdonshire area identifies market values recently falling below £200 per sq ft, whilst market yields have experienced a general increase since 2018 with evidence now suggesting achieved yields in the order of 6.9% and a predicted continued increase in yields for the retail sector which are forecasted to surpass 7.00% in 2022. There are a number of recent lettings evidenced for retail space in Huntingdon. Evidence identifies a letting for 121-122 High Street which was let to Olmo Lounge during June 2019, where an ITZA rent of £47.97 per sq ft was agreed, more historically 112 High Street was let (during March 2019) at an achieved ITZA of £58.98 per sqft.

However, most recently 53-53A was let during July 2021, achieving an ITZA rent of £21.02 per sq ft. Conversations with locally based commercial agents Eddisons note that ITZA values were in the order of £60 per sq ft two years ago, however this has recently fallen to circa £35-£40 per sq ft ITZA within prime locations. Eddisons made reference to the recent letting of Shoe Zone, considered to be situated within a prime location off the High Street and outside of the Chequers Shopping Centre, which let recently for sub £40 per sq ft ITZA. The only recent sales identified relate to 67 High Street (December 2018) and 111 High Street (March 2020), which achieved prices of £150,000 (£405.41 per sq ft) and £400,000 (£15.86 per sq ft), respectively. It was noted that 132 High Street was available at auction for £275,000 (£140.16 per sq ft), equating to yield of 10.84%. However, there was no recent evidence of retail properties sold as investments, yet a review of the Knight Frank Yield Guide notes that good secondary high street retail locations are generally achieving yields in the order of 8.25% - 8.50%, whilst secondary/tertiary retail high streets are achieving yields of circa 10%. Considering the current retail market and change in consumer behaviour, it is anticipated that yields for retail space in this location would likely be in the order of 8.50%.

OFFICE MARKET SUMMARY

achieve highest rental figures, with an office at Vantage Park being let (during December 2020) at an achieved rent of £13.50 per sq ft.

The requirement for high-quality workspace, enhanced wellbeing credentials and unrivalled amenity is anticipated to become increasingly important in order to entice employees back to the office. A rise in demand for more flexible office space is also predicted. Analysis of office properties has been undertaken through the review of a number of different property databases and conversations with locally based agents.

Conversations with locally based commercial agents Eddisons note that headline rental figures for modern office space within Huntingdon were in the order of £13.00 - £14.00 per sq ft, however noting that there is a lack of high-quality office space within the town. Eddisons made reference to the recent letting of Gibson House on Ermine Business Park, located around a mile north of the town centre, which let recently on a four-year lease with a starting rent at £9.67 per sq ft, with a stepped rent up to £20.77 per sq ft in year four.

It is recognised that the majority of the existing office accommodation in Huntingdon is located to the north of the town centre, off the A141, in out-oftown business parks. There is currently a lack of office accommodation within the town centre, with the majority of the existing office accommodation within the town being provided in older buildings. Analysis of CoStar data identifies office rental values for existing office accommodation within Huntingdon town centre tends to achieve rental figures up to circa £14.50 per sq ft, whilst the highest rental figures achieved are that of the out-of-town office provision. There are a number of recent lettings evidenced for office space in Huntingdon. Evidence identifies a letting for 37 High Street which was let during July 2020, where a rent of £11.44 per sq ft was agreed, it is further noted that the second floor of the building was let in August 2020 on a four-year lease at £10.47 per sq ft. Office space outside of the town centre

A review of recent freehold transactions in relation to commercial space has been undertaken, recent office building sales identified relate to 20 High Street (November 2020) and 119 High Street (February 2019), which achieved £2,625,000 (£621 per sq ft), equating to a yield of 3.58% and £640,000 (£355 per sq ft) equating to a yield of 6.00%, respectively. Knight Frank Yield Guide notes that offices within secondary towns that are multilet (5-year WAULT) have increased yields from 5.50% in January 2020 to 6.00% in January 2021. It is also noted that yields from recent transactions of commercial properties within Huntingdon on CoStar are generally in the order of 4.00 - 6.00%, one example being 119 High Street. It is considered that new build commercial space within Huntingdon town centre would likely hold values towards the upper range of comparable HUNTINGDON HUNTINGDONSHIRE

transactional evidence. Therefore, an average rent of £15.00 per sq ft is considered appropriate. Considering the current office market and change in employee behaviour, it is anticipated that yields for retail space in this location would likely be in the order of 8.00%.

LEISURE MARKET SUMMARY Although the Huntingdonshire Local Plan 2019 identifies that hotels and leisure uses are encouraged and should look to be located within the town centres. Recently the leisure market has started to evolve with more night time economy activities at the forefront of the focus, with competitive socialising and pop-up street food schemes becoming increasingly popular. The leisure offering in Huntingdon is superior in comparison to St Ives and Ramsey, with a leisure centre known as One Leisure, which provides an indoor sports hall, swimming pool, indoor cricket nets and gym facilities. A Cineworld located to the north of Huntingdon town centre, a comedy club within the town centre and various indoor children soft play areas. Huntingdon also benefits from various heritage and historical offerings, including walking beside the Great Ouse and visiting the National Trust owned Houghton Mill, the Cromwell Museum within the town centre and

events, fitness classes and family activities Hinchingbrooke Country Park. There is a relatively large offering of independent hotels operators and bed and breakfast accommodation within Huntingdon town centre. It was noted that the national hotel operators, such as the Marriot Hotel is located around a mile out of Huntingdon town centre and further noted that rooms were in the order of £150 per night and appeared to be relatively few available rooms to book over the coming weeks. Other national hotel operators such as the Holiday Inn located at Huntingdon Racecourse also appeared to have relatively low availability and prices per room up to £200 per night. It is understood that the town is starting to make positive steps towards enhancing its evening economy, with some businesses offering later opening hours matched with free parking after 6pm in order to attract the younger generation to remain and socialise within the town centre into the evening and not to only draw people into the town but retain those who are already there. However, it was noted that the evening and night time economy in Huntingdon is at present relatively limited. Recent surveys support this with data collected Huntingdon First identifying that footfall on all days dropping off dramatically at 5.00pm, therefore identifying the requirement to develop the evening and night time economy in this location.