Objectives

(1) Environmental Assessment (ERDF)

The scheme will significantly improve the built environment through premises grants and improvements to public areas. The public realm will be considerably enhanced restoring civic pride in the town centre and seafront environments. Waste management and litter control will be improved by working with retailers and businesses. Street lighting will be more energy efficient and energy efficiency will be encouraged within local businesses involving Waveney District Council’s Environmental Co-ordinator. Elements of the scheme contribute toward the .
aims of encouraging greater use of sustainable transport modes and providing greater accessibility to disadvantaged groups.

(2) Equal Opportunities Assessment (ERDF)

The council has an Equal Opportunities Policy which will be applied to all staff appointments. External contractors will be expected to supply details of their Equal Opportunities Policies. Female entrepreneurs are to be targeted and the project will ensure that the thresholds for grant assistance are appropriate. The opportunities for SME’s (including market traders and entertainers) to become involved in the programme will help groups having limited amounts of capital to set up. High quality public realm areas in the town centre and seafront will allow greater enjoyment by families, the elderly and those with mobility problems who are sometimes excluded from leisure facilities by reason of accessibility or cost.

(3) ICT Assessment (ERDF)

The scheme includes a web-site to promote the town centre, increase public awareness and encourage greater use of the internet by local entrepreneurs. The Town Manager will liaise with Business Link and local training providers to encourage ICT training to promote business efficiency, improve marketing and increase market share. The small ICT cluster of software companies will be supported through the scheme. The Tourism ICT grants scheme will target this sector to allow networking, access to best practice and on-line booking systems. The use of an ICT project management system will be considered as a tool to manage planning and information distribution.

(4) Economic and Tourism Benefits (EEDA & ERDF)

This scheme will be the catalyst for private sector investment creating and protecting jobs by raising the image, vitality and profile of the town. The proposals will attract more visitors and increase footfall, increasing visitor spend and encouraging development of new and existing businesses by increasing confidence and providing grant support for external improvements. Improvements to public spaces & buildings & town promotion activities will support the local economy and tourism.

(5) Tackling transport and environmental problems (EEDA & ERDF)

The scheme will help tackle Lowestoft`s transport problems and achieve coherence between the treatment of its public areas over the next few years, making the town a more attractive location for business thus retaining and increasing investment and jobs. The scheme seeks to significantly improve the environment & infrastructure to Lowestoft’s town centre and South Lowestoft / seafront “key location” area. This area is currently somewhat marginalised due to traffic circulation patterns making it less attractive to pedestrians and visitors. The scheme supports the Local Transport Plan’s aims in seeking to encourage greater use of sustainable transport modes (walking, cycling & public transport) and make town centre roads safer.

(6) Building on previous success (EEDA & ERDF)

Significant progress has been made under the Objective 5b programme by improving public spaces to the north and south ends of the town centre but its impact was limited by the need to improve the remaining town centre / South Lowestoft areas. This scheme seeks to complete remaining works in these areas and achieve linkage through the town centre pedestrian area of London Road North, which now appears dated and in need of renewal. In South Lowestoft, part of the project will improve the London Road South commercial area following the construction of the South Lowestoft Relief Road and complete seafront improvement works to strengthen the area as a regional visitor attraction.

(7) Working in Partnership with Business (EEDA & ERDF)

The Town Manager Initiative will develop a town-wide events & promotions programme organised in partnership with the business community; including a series of initiatives to support and develop business in Lowestoft. This extends the scope and area covered by the successful business promotion and events packages undertaken at the Triangle Market and previously in Kirkley (under Objective 5b) which are to be continued/recommenced.