About Alresford

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Alresford Action Plan

THE ECONOMY

An economic task group was established to work with local people and local businesses to identify the key issues that need to be addressed to sustain the economic prosperity of the area. The task group worked within the following objectives and criteria

Establish a clear picture of current economic activity.

Identify trends and constraints.
Analyse critical issues (both local and external) affecting economic vitality of Alresford.
Make recommendations to encourage balanced, vibrant, economic development

It set the following criteria to govern its study:

Canvass as broad a section of the community as possible in its own surveys.
Incorporate the findings of all (recent) relevant local surveys and opinion polls.
Use as wide a base of up-to-date information as was reasonably accessible.

Critical Economic Issues

From the surveys undertaken, consultation with local people, businesses and local organisations and analysis of available data the following critical issues have been identified:

Property and environment

Property prices high, residential demand very strong.
Shortage of low-cost housing for workforce.
Loss of commercial/retail property to residential development.
Commercial/residential mix in The Dean increasingly unsatisfactory for both categories.
Poor environment in New Farm Road and Prospect Road business areas.
Increasing pressure to allow residential development outside the existing envelope.

Transport

Central parking increasingly problematic for visitors, staff and customers.
Public transport perceived to be poor at "commuting" times.
Commercial/industrial areas do not offer good access for large vehicles.

Local governance/representation/development

High business rates.
Red tape/ planners unsympathetic to business needs.
Perception by the business community that the City and Town Councils give insufficient support to economic development.
A perceived lack of dynamism from both the Town Council and Chamber of Commerce.
Apparent lack of local tourism strategy and marketing.

Skills

Shortage of local labour (skilled and unskilled).
High expectations but low basic skills of (young) job-seekers.
Lack of awareness by employers of training facilities/opportunities.

Economic Recommendations

The conservation and enhancement of existing commercial areas is critical to future economic activity. Their value needs to be enhanced, loss to residential development stemmed, and Alresford's attraction as a commercial base promoted.

Detailed plans should be drawn up for:

*Actions/Recommendations*	*Lead Body*	*Priority*
The Dean as a mixed residential and business/science park area, encouraging office/white-collar businesses rather than manufacturing/industrial, with improvement to local environment to be a key planning requirement.	*NATC* with local businesses	2
Prospect Road and New Farm Road should be developed to encourage manufacturing, engineering etc. with improvement to local environment as a key development requirement.	*NATC* with local businesses	1
Maximisation of individual commercial sites (but with sensitivity to surroundings, residential outlook etc.) with the aim of significantly increasing the commercial floor area available.	*NATC* with Chamber of Commerce	2

In addition the following key recommendations should be actioned:

*Actions/Recommendations*		*Lead Body*	*Priority*
Make available affordable housing to sustain economic growth.		*WCC*	1
Maximise use of existing car parking areas.		*NATC*	2
Introduction of an officially regulated scheme for residents to rent private off-road parking during business hours to people coming in by car to work here.		*NATC*	2
Efforts should be made to reduce the effects of HGV traffic through the centre of the town.		*HCC*	2
Establishment of a small business centre (either as part of an Enterprise Gateway unit or separate) - providing business facilities for rent at modest charges to small businesses, together with access to officially sponsored marketing, IT, finance, training advice/services.		NATC with WC WCC, businesses & SEEDA		1
Sponsorship of "starter-units" within planned commercial developments.	*NATC* with Chamber of Commerce			2
Production of an annual directory of every local business (detailing products and services and key contact personnel), to be delivered to all residential and business premises in the area, free of charge, to stimulate the local awareness and use of local businesses	*NATC* with Chamber of Commerce and local business people			1
Development/evolution of the Thursday Market towards a mini Farmers' Market as well as a market on Sunday, thus reducing weekday congestion and increasing Sunday "interest" for visitors.	*Town Trustees*			2
Development and publication of a Tourism Strategy for Alresford, including opportunities for "linkage" with local attractions and events (Grange Park Opera, Intech, Battle of Cheriton 2005, Alresford Show etc), together with annual review of tourism marketing initiatives.	*NATC*			1
Creation of a co-ordinated mechanism for advertising job opportunities locally so that all residents have the maximum chance of learning what is available and all businesses have a "one-stop" marketing opportunity to fill vacancies. This would include local newspapers, websites, notice boards (on street, in pubs, at bus stops) - effectively a "virtual" job-centre.	*NATC* with Chamber of Commerce and local businesses			2
Encourage local businesses to increase work-experience/internships for young and mature job seekers.	*Perins Community School*			3
Encourage Perins School and the Chamber of Commerce to consider promoting a joint scheme to encourage suitable leavers to pursue practical, vocational training.	*Perins* with Chamber of Commerce and local businesses			3

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