West Bromwich moves ahead

West Bromwich is changing with the help of RegenCo - the urban regeneration company - which brings together developers, investors and public bodies to transform the landscape.

"We're just about to start construction on a new square in the heart of West Bromwich town centre," said Ros Kerslake, chief executive of RegenCo. "It's both an essential link for The Public - Europe's largest community led arts centre, the existing Queens Square and the new £100m, Tesco-led retail scheme."

Halladale is also moving on with its investment to improve Queens Square Shopping Centre.

"This new square will pull together this reborn quarter of the town," said Ros Kerslake. "It will be a great place to meet and mingle and stop for a coffee. The businesses in close proximity will also benefit from increased pedestrian traffic and property owners, from lifted values and rents."

There are plans to create top-notch offices both in the town centre on Sandwell Road and at Junction One of the M5 alongside a hotel in the longer term.

"We're also looking to open up access to Hill Top," says Ros Kerslake. "The planned new road will run off the Black Country spine road - built by the Black Country Development Corporation - in a north-easterly direction, through the estate, opening up a very large area of land. We've earmarked this for an industrial park probably focused on environmental technologies."

Brindley Village is possibly RegenCo's most ambitious project - to build a whole new village around three canals centred on Rolfe Street, Smethwick. Prestigious architect - CZWG - has drawn up a masterplan showing where the housing, shopping, offices and civic amenities would be best situated. RegenCo is now working closely with English Partnerships, Advantage West Midlands and SMBC to secure delivery.

"I see 2009 as the tipping point," says Ros Kerslake. "That will be when The Public, the new Tesco-led, retail development and the improved Queens Square will all be up and running and transforming the West Bromwich town centre experience. Enough will have happened so people can feel the critical mass of change."

Source: Business Advantage - Spring 2006