Development Management Document - Adopted July 2015
Appendix 4: Marketing and Market Demand Evidence
A6 This appendix details requirements for applicants to produce evidence to demonstrate that employment, visitor accommodation and A1 retail premises are no longer in demand, viable or suitable for their continued permanent authorised use.
- Part A applies to A1 retail units in circumstances outlined by Policy DM13.
- Part A applies to the loss of visitor accommodation within Key Areas as described in Policy DM12.
- Part A and B apply to the loss of employment land in Employment Areas as defined by Policy DM11 and on the Policies Map.
- Part C applies to the loss of employment uses outside those Employment Areas defined by Policy DM11 and Policies Map.
A7 The Council may seek independent advice, funded by the applicant at a reasonable cost, to test the veracity of any marketing and/ or market demand exercise. This verification will assess the accuracy and robustness of the matters listed below.
PART A - Marketing
In instances where policies require marketing information to be submitted, the following details will be used to assess the acceptability, or otherwise, of the information submitted and any marketing undertaken.
Marketing evidence requires demonstration of an active marketing campaign for a continuous 2 year period, whilst the premises were vacant*, which has shown to be unsuccessful.
Marketing must be through a commercial agent at a price that genuinely reflects the market value of the lawful use. It must be shown to the council's satisfaction that marketing has been unsuccessful for all relevant floorspace proposed to be lost through redevelopment or Change of Use.
Active marketing should include all of the following:
Sufficient detailed information is required to be submitted alongside any planning application to demonstrate compliance with the above criteria.
Additionally, information should be submitted regarding:
* - For the purpose of Policy DM13 vacant units could include units occupied for 'meanwhile uses' or temporary uses, permitted through a temporary planning permission or under permitted development rights.
- For the purpose of Policy DM12, visitor accommodation is not required to be vacant during the marketing exercise.
PART B – Market Demand Analysis
A detailed assessment of the current, and potential future, market demand for the site or premises in question should be provided. Market demand analysis submitted alongside, or where justified, in place of marketing evidence must set out clear and up-to-date information on matters including:
To take account of changing economic circumstances consideration should be given to any likely changes in market conditions within a 3-5 year time horizon, which could impact on development viability.
PART C – Qualitative Appraisal
The appraisal will set out an analysis identifying the advantages and limitations of the site or premises in question to accommodate employment uses. For each limitation that is identified, a justification should be provided as to why it could not be overcome having regard to the introduction of alternative employment uses, general investment or improvements, or through competitive rental levels.
In addition, the appraisal should include, but is not limited to, the following analysis:
Additional marketing and market demand information, reflecting Part A and/ or Part B as set out above, may be used to support the appraisal.
Comparison with other employment sites or areas within the locality should discuss issues that are relevant to the site or premises.