Malvern Hills Town Centre Plans
The Malvern Hills Town Centre Plans were approved at the May 2022 Council Executive Meeting. The five plans covering Upton upon Severn, Great Malvern, Barnards Green, Malvern Link and Tenbury Wells, seek to identify opportunities for further improvement.
The plans have been developed and informed by a wide-ranging consultation with residents, businesses and visitors providing a greater understanding of how people are using the town centres and what changes are possible to continue to thrive now and in the future.
The Covid-19 pandemic and Brexit have both impacted businesses and as a result, there is a need for revitalisation, regeneration and re-purposing of town centres.
The plans set out a vision for the future of each town centre, identifying both challenges and opportunities. The initiatives identified are not exhaustive and merely seek to demonstrate what could be possible if all partners work together to achieve the shared vision.
A number of common themes across all town centres were identified during the consultation including enhanced public realm, cycle infrastructure and improved signage and navigation.
Great Malvern, Malvern Link and Barnards Green
Stakeholders felt that the offer of all three Malvern towns is much greater when combined. Although each town has its own plan, the shared vision provides a concise summary of the three plans and the stakeholder contributions that have shaped and informed it.
Our vision for Malvern town centres is one where Great Malvern, Barnards Green and Malvern Link are connected and accessible, providing a complimentary vibrant and enterprising independent retail and service offer, building on the existing heritage and cultural assets of each area, and giving a great experience for residents and visitors.
Local themes identified as significant to the sustainable future development of the three towns, in Great Malvern include tourism and maximising footfall, in Barnards Green include public realm enhancement and in Malvern Link include building a district retail and hospitality offer. Consideration has been given to those themes and as a result there is an action plan with a list of proposed projects and actions dependent on deliverability and funding available.
Infrastructure
- Increase the economic impact of the Theatre on the town centre (Great Malvern)
- Public Space – land at front of Priory, Edith Walk, Abbey Road (Great Malvern)
- Relocate Royal Mail Delivery Office (Great Malvern)
- Shopfront and enhancement grant scheme
- New community hub in Victoria Park (Malvern Link)
- Promote/develop focal points in town (Barnards Green)
- Banking and cash related services (Malvern Link)
Transport/Accessibility
- A package of traffic calming and management measures (Great Malvern)
- Public ream enhancement and traffic management measures (Barnards Green & Malvern Link)
- Improve car parking signage and provision
- Connecting transport around the Malvern town centres, Malvern Hills, Showground, and other key attractions
- Enhancing bike & e-bike infrastructure and associated facilities
Promotion/Tourism
- Increase the economic impact of Great Malvern Priory as an attraction within the town centre (Great Malvern)
- Enhance variety of visitor accommodation (Great Malvern)
- Facilities for motorhome overnight stays near the town centre (Great Malvern)
- Gateway signage i.e. banners on lampposts
- Promoting the towns creative and artistic talents (Great Malvern)
- Develop and promote existing and new events (Barnards Green & Malvern Link)
- Improved joint promotion and cooperation (Malvern Link)
Offer/Experience
- Co-ordination of the town ‘offer’ with town businesses to support and encourage evening economy development (Great Malvern)
- Building a distinct retail and hospitality offer for the town centre with strong promotion (Barnards Green & Malvern Link)
- More outdoor café and plaza style offerings (Great Malvern)
- Focus on street cleanliness and maintenance (Great Malvern)
- Invest in and enhance public conveniences (Great Malvern)
- Develop the ‘outdoors’ offer (Great Malvern)
Partnership/Community
- Activities and facilities targeted at younger age group / families
- Collaboration between civic leaders and traders to ensure promotion and liaison across the three town centres
- Accommodating needs of key local users such as students and parents and workers at Science Park/QinetiQ (Barnards Green)
- Single point of contact within the Council to advocate on behalf of retailers and new investors (Malvern Link)
Tenbury Wells
'Our vision for Tenbury Town Centre is one where the historic market town provides a variety of choice in its retail, leisure, and cultural offer for all ages, giving visitors an engaging stay in this beautiful riverside environment.'
Local themes identified as significant to the sustainable future development of Tenbury Wells such as flooding and tourism. Consideration has been given to those themes and as a result there is an action plan with a list of proposed projects and actions dependent on deliverability and funding available.
Infrastructure
- Flood defences constructed to be both functional and to add value
- Increase the economic impact of the Regal and support its future development
- Enhance the bridge appearance, maintenance and cleaning
- Relocation of the Tenbury Museum to the Old Fire Station
- Shopfront and enhancement grant scheme
- Encourage sympathetic redevelopment of the Royal Oak
Transport / Accessibility
- Improve car parking signage and provision
- A package of traffic calming and management measures and crossings in public realm
- Enhancing bike & e-bike infrastructure and associated facilities
Promotion / Tourism
- Gateway signage i.e. Banners on lampposts
- Enhance variety of visitor accommodation
- Facilities for Motorhome overnight stays near the town centre
- Enhance the riverside and its accessibility
- Improve signage and promotion of the Burgage inc. children’s play area
- Develop and promote existing and new events and visitor experiences
Offer / Experience
- Building a distinct retail offer for the town centre with strong promotion
- Preserving the Round Market and enhancing the market offer
- Increase usage of market space at Tesco
Partnership / Community
- Activities and facilities targeted at younger age group / families
- Single point of contact within the Council to advocate on behalf of retailers and new investors
Upton upon Severn
'Our vision for Upton upon Severn Town Centre is of a vibrant and historic riverside town providing a friendly retail and hospitality offer and a variety of festivals and activities for its community and visitors.'
Local themes identified as significant to the sustainable future development of Upton upon Severn such as heavy traffic and tourism. Consideration has been given to those themes and as a result there is an action plan with a list of proposed projects and actions dependent on deliverability and funding available.
Infrastructure
- Develop Marina facilities and linkages with town
- Enhancing facilities in Hanley Road Car Park
- Encourage sympathetic redevelopment of The Talbot
- Shopfront and enhancement grant scheme
- Improve river related attractions/ facilities i.e. additional moorings and rowing lake facility
Transport / Accessibility
- A package of HGV traffic management measures
- Enhance bus and community transport services to the town centre
- New cycleway / footpath links i.e. Upton upon Severn to Malvern
- Improve car parking signage and provision
- Investigate options for a Hanley Road flood alleviation scheme
- Enhancing bike & e-bike infrastructure and associated facilities
- Pedestrianisation of Lower High Street and Waterside
Promotion / Tourism
- Support and promote existing and new events
- Gateway Signage i.e. Banners on lampposts
- Enhance variety of visitor accommodation
Offer / Experience
- Building a distinct retail offer for the town centre with strong promotion
Partnership / Community
- Activities and facilities targeted at younger age group / families
If you would like to request a copy of any of the five plans, please email: