Mixed-use redevelopment the key to revitalising the Prom and we need to get on with it now
Following the recent announcement of the closure of House of Fraser’s Cavendish House store in the Promenade, Cheltenham Civic Society (CCS) is pushing for an attractive and deliverable mixed-use redevelopment to come forward as soon as possible.
“It’s very sad to see the 200-year-old department store finally closing down,” said CCS Chair, Andrew Booton. “But that’s been expected for several years and the key stakeholders – the building’s owner, Canada Life, together with Cheltenham Borough Council (CBC) – now need to get their skates on and prepare a design brief for the site.”
In the absence of a town centre master plan, CCS published a series of articles last year putting forward ideas to guide the development of key areas of the town centre – including the Prom and Cavendish House.
CCS suggested that ‘Cav House’ should not be seen as an impermeable block but as an opportunity to open up much stronger links with Regent Street – which, with the theatre and all of the restaurants, cafés and bars, is a highly attractive and vibrant part of the town centre.
The mediocre stone slab of the existing Cav House building on the Prom dates from the mid-20th Century and is nothing to write home about. In fact, it replaced a much more attractive Regency frontage that featured an intricate shop façia along the whole length of the building. At the back, on Regent Street, the building incorporates the façades of eight Regency townhouses – which could be retained as part of a redevelopment.
The ideas CCS presented last year included smaller, more lettable shops along the Prom with an opening into an inner courtyard lined with other shops and cafés facing onto Regent Street. We also suggested that the Art Deco element of the existing building next to the bridge over Regent Street might make an attractive boutique hotel or apartment block.
The height of the building could also be raised to 4-6 storeys in total, with upper levels accommodating apartments or offices – perhaps even replacement offices for CBC.
“A mixed-use solution will be key to a successful redevelopment,” said Andrew Booton. “The design brief should set out presumptions in favour of development and perhaps even provide an outline planning permission for the site.
“With the removal of the existing modern frontage on the Prom, a more classical set of façades would probably be more appropriate, especially with the retention of other key elements.
“Demolition of certain parts of the existing building may well be necessary but it should be kept to a minimum to limit environmental impacts.
“But what’s most important is the urgency to find a better, long-lasting and high-quality solution. Complex town-centre developments tend to have an average gestation of around eight years. So both Canada Life and CBC must not let things lie, as otherwise we could have a big black hole in the Prom for a decade or more!
“And with this site being so critical for the health of the town centre, the developers need to properly engage with the people of Cheltenham about any proposals and work with the public and all other stakeholders to deliver a scheme that we can all be proud of.”