PRoM - Vision for Maidenhead Town Centre - Strategic Objectives

Ten strategic objectives have been identified, which are considered to be the priority in regenerating the town centre and in articulating and delivering the Vision. These objectives will result in significant change and an opportunity to raise the quality of the town centre and ensure its long term competitiveness and sustainability.

The report groups them into three key themes which will result in significant change and raise the quality of the town centre, ensuring its long term competitiveness and sustainability. Importantly, these objectives provide a set of measures against which any initiative for improvement, not just planning issues, can be judged.

Natural Environment
1. Improve the quality, safety and provision of public space - to create a heart and focus for the town, eg a town square and open spaces for community/arts events with good pedestrian links to other parts of the town centre.

2. Enhance and introduce the use of water, e.g. transform York Stream to become an integral part of the town centre and link the Thames to the town with a river walk and cycle route.

3. Introduce greenery to the town centre to reflect its Thames Valley setting, e.g. trees and landscaping as well as good links to Kidwells Park.

Physical Environment and Accessibility
4. Promote higher quality buildings, e.g. create quality landmark buildings in all new developments and improve the quality and character of High Street.

5. Make the town centre more accessible, e.g. ensure the train station becomes a transport hub and improve the gateways to the town centre.

6. Promote a more pedestrian-friendly town, e.g. transform the area outside the station to improve pedestrian crossing facilities into the town centre, divert traffic away from the town centre and give pedestrians priority.

7. Promote mixed use development, eg draw up innovative development briefs for key sites where mixed use would create new opportunities for the town, eg the football ground/bowls club site and the West Street area.

Economic, Social and Management
8. Quicken the pace of urban development and promote economic growth, e.g. move forward with development briefs for key areas.

9. Foster greater civic pride, eg promote improvements to public streets and spaces, introduce new activities such as markets and festivals, building on existing well-developed town centre events, develop Maidenhead's heritage and encourage more leisure activities in the town centre.

10. Improve the identity and image of the town centre, e.g. promote Maidenhead to potential developers who can bring about a step change towards a better quality town centre, along with a marketing campaign to help change perceptions of the town both locally and nationally.

Drawing from these priority objectives, the Vision for Maidenhead town centre envisages that:

Maidenhead will become the distinctive heart of the community, a place that celebrates its green Thames Valley setting, which is welcoming, attractive, and accessible to all, and provides a strong economic focus for the wider community.

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