Superdry founder's plans for iconic Cheltenham hotel will create a 'Mayfair-Paris' vibe
It's been the talk of the town for months, but last night Julian Dunkerton, the founder of Superdry, won permission to create a new garden area at No 131 Promenade - saving 100 jobs.
Dear reader,
Good morning. A slightly earlier and slightly shorter edition today as we rush some news your way. On the plus side, there is no paywall today! So please do share this edition and refer others to sign up too.
We hope you had a good week. Julian Dunkerton certainly has, as you’ll see below.
He’s the main character in today’s main story on The Raikes Journal, made possible by our new relationship with the BBC that gives us access to its excellent journalism.
Which means we have the full story on last night’s victory for one of Gloucestershire’s highest profile businessmen, Julian Dunkerton, in his bid to build a permanent structure of some kind at the front of his No 131 Promenade hotel, bar and restaurant.
For the town’s civic society, this is about removing the eyesore tented area erected with permission during the pandemic to reveal the frontage of one of the town’s grade-II* buildings.
For Dunkerton this was about finding a long-term replacement to the tents, which had allowed the business to flourish, cater for more customers, establish itself as a premier destination in the town and create 100 jobs. Jobs he argued would be lost if permission was not granted, as would the viability of the business.
It’s a story that can be read on many levels - a well-meaning civic society fighting to retain the town’s magnificent heritage, one man’s desire to do the same - but make that heritage fit for the modern age - a planning system getting in the way of progress, a beautiful example of democracy at work, common sense prevailing or clever PR garnering popular opinion to win over what is best for Cheltenham. You can make your own mind up.
We don’t cover it in this edition, but spare a thought for Gloucester City Homes, which down the other end of the Golden Valley is trying to invest millions in redeveloping Gloucester after months working with the community, architects and local authority planners to deliver the best they can they’ve had two schemes pushed back in quick succession threatening the viability of at least one of them.
Whichever way you read either of these two tales, the common factor is the vagaries and frustrations of our planning system.
Today’s edition is slightly shorter than usual in our effort to get the news out asap. Normal service resumes next week!
Remember, for every person you refer to The Raikes Journal’s email service you get points towards a free membership allowing you to see beyond our paywalls. Please do sign up (free or otherwise), send the referral link to a friend or colleague, and help us grow.
Have a great weekend.
Andrew Merrell (editor).
If you have a story, an issue, a news item, a charity or an interview you want us to write about or investigate, challenge the powers that be on, then please email me: andrew.merrell@raikesjournal.co.uk.
NB: We believe Raikes now publishes probably the best-read business-related email ‘newsletter’, pound for pound, in Gloucestershire. Readership is growing and 2025 looks good!
Your briefing notes…
🎉 Oliver Bruce, the owner of Cheltenham-based business Pinpoint Media, has been appointed to the senior leadership team of Agency Futures, which describes itself as a global marketing agency consultancy firm. The company is said to help agency owners build their businesses. Bruce has been named as one of the ‘ones to watch’ in the LDC and The Times Top 50 Most Ambitious Business Leaders programme in 2024.
⚙️ After the death of its founder, Sir David McMurtry, in December there was at last some good news for major UK engineering firm and Gloucestershire success story Renishaw, which has reported a rise in profits and revenue for the six months to December 31 2024. The Wotton-under-Edge-headquartered business said revenue rose by three per cent in the period to £341.4 million with profits up from £56.5 million to £57.5 million for the same period the previous year. Will Lee, the firm's chief executive officer, said the business has continued to make “steady progress in mixed trading conditions”.
🚚 Truck lovers and followers of the Gloucestershire legend that is - or should that be was - family firm CM Downton will already know it was sold in 2018 to private invester Emerge Vest in a £75 million deal. The vehicles have continued to display the Downton name as they travel the UK roads, but that could be about to change. Raikes has spotted an application to Companies House for a change of name - for its EV Downton business at least, to EV Cargo Distribution.
Firm brings 50-plus jobs to Cheltenham
Fast-growing insurance firm Marley Risk Consultants has announced plans to relocate to its multi-million pound business and fifty-plus staff to new headquarters in Cheltenham. The firm will move from its current headquarters in Evesham into 18,500 sq ft of open-plan office space at Grange Park, just north of the spa town in Bishop’s Cleeve. Last year Marley saw turnover rise from £1.9 million for the 13-month period ending 31 March 2023 to £3.9 million for the nine months to 31 December 2023. Kevin Drain, Marley Risk chief executive officer, said: “The move to Grange Park reflects our commitment to providing an enhanced workplace experience for our employees and a dynamic environment for collaboration and creativity.” Marley Risk is the UK’s largest specialist in latent defect insurance claims management, working with leading insurers in the LDI market. THP Chartered Surveyors of Cheltenham and JLL, Bristol acted on behalf of the landlord and Noyes Lewis Commercial Property in Cheltenham acted for Marley. Richard Crabb, letting agent for THP, said, “This is one of the largest single lettings in the county in recent years and it underscores Grange Park’s growing reputation.” Space is still available at the business park.
Sporting and other highlights this weekend…
Friday:
🖥️ Gloucester History Festival’s Winter Warmer Digital Festival begins today and runs until Friday 7 March, featuring 50 events and 60 speakers. Find out more here.
Saturday:
⚽ Gloucester City AFC play Winchester FC at home at 3pm.
⚽ Forest Green Rovers FC play Braintree Town FC away at 3pm.
⚽ Cheltenham Town play Barrow FC at home at 3pm.
🏉 Gloucester Rugby play Exeter Chiefs away at 3pm.
🏉 Gloucester Hartpury play Sale Sharks away at 7pm.
Sunday:
🦅 Slimbridge Wildfowl and Westlands Trust is staging its annual Mudfest today and Saturday (yesterday, 16 Feb), encouraging families to come and play in the plentiful mud - learn how to build nests, and more. Oh, and watch some birds, of course!
* The Raikes Journal is a community interest company. Everything you read by us is made possible by our incredible Founding Partners: QuoLux, Willans LLP, Gloucestershire College, Merrell People and Randall & Payne, our sponsors Hartpury University and Hartpury College, our Founding Members and wonderful paying subscribers.
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If you upgrade to paid you’ll be part of this CIC too. We are dedicated to delivering quality journalism for Gloucestershire, to championing the county, in particular its businesses, charities, education and training providers, and to helping create an even stronger community. If you upgrade to paid you will be able to see past the paywalls often put on our second and third email editions of the week, that lock all our archive after two weeks and lock our rolling Top 100 Businesses in Gloucestershire series. You will be able to comment on our stories too. You’ll be helping make this CIC sustainable to deliver more original articles on our county.
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Superdry founder: Plans for iconic Cheltenham hotel will create a 'Mayfair-Paris' vibe
It's been the talk of the town for months, but last night Julian Dunkerton, the founder of Superdry, won permission to create a new garden area at No 131 Promenade - saving 100 jobs.
By Carmelo Garcia, Local democracy reporter.
The public gallery erupted with cheers and applause as Superdry founder Julian Dunkerton’s plans for No 131 Promenade were approved this evening (February 13).
Two separate plans for the luxury hotel and restaurant were considered by planners at the Municipal Offices, with the hard yards preparing the project in readiness for planning being done for for Dunkerton by Cheltenham-based firm SF Planning.
Cheltenham Borough Councillors were presented with two different planning applications for a covered outside seating area at 129-133.
The first one was a glass structure with decorative ironwork was rejected by six votes to four with one against while the second proposal included a metal pergola with a retractable roof was approved by eight votes to three.
Both planning applications also featured the installation of solar panels on the roofs of 125-127 and 133 and removal of the existing conservatory to the side of 133.
The plans had been listed to be dealt with first but chairman Garth Barnes (LD, College) announced at the start of the meeting that three other small applications would be dealt with before the plans for 131.
This meant Mr Dunkerton, his planning agent, objectors and dozens of people in the public gallery had to wait 15 minutes for the presentation of the proposals.
Prominent white marquees replaced parasols outside the grade-II* listed 131 and 133 in October 2020 as a temporary measure to facilitate outside dining during the coronavirus pandemic.
However, after the relaxation rules ended, initial proposals to keep the structures for a further two years were rejected by the Borough Council in November 2022.
This decision was upheld by a planning inspector during the summer in 2023 and the council is in the process of enforcing this decision which would require their removal.
As a result Mr Dunkerton submitted plans to the council in October for a permanent terrace to replace the temporary structures in a bid to protect the more than 130 jobs at the venue and fortify Cheltenham’s appeal as a premium destination.
ore than 2,000 people had signed a petition supporting Mr Dunkerton’s plans while dozens of people along with Cheltenham Civic Society, Historic England, the Georgian Group and Cheltenham’s Architects Panel raised objections to the proposals.
But, during the meeting, officers raised significant concerns over the harm both proposals would have on the listed buildings and its historic and architecturally important setting.
They recommended refusing both proposals as they consider neither scheme to be acceptable and both are at odds with local and national planning policies.
Professor Robert Maitland, a chartered town planner and a member of Cheltenham Civic Society’s planning forum, spoke against the proposals and said they oppose the development on principle.
He said they were right to resist the plans that would “destroy the setting of fine Grade II* listed buildings, damage the conservation area and reduce the attraction of the town to visitors and businesses”.
He welcomed the officers’ report and made three points about the scheme in that it was essential to refuse to safeguard Cheltenham’s heritage, there is striking unanimity on the damage the proposals would do and there was no evidence of public benefit.
“There is overwhelming and unanimous expert advice that these proposals would be damaging to the buildings, the conservation area and the town,” he said.
“There is no offsetting public benefit. There are other development alternatives.
“They can be explored once these damaging proposals are rejected. We hope the committee will stand by its previous decisions and refuse the application.”
Mr Dunkerton asked if it was in the public interest for the refusal to go ahead. He said only 24 people objected to the scheme while more than 2,000 were in favour.
“There is overwhelming support for what I’m proposing,” he said. “What I’m actually proposing is a beautiful garden that is used by everyone in the town and tourists alike.
“I’m an oddball. I’ve spent £150 million on Cheltenham, developing 1,000 jobs, currently between my wife and myself, employing. I love Cheltenham. I’ve won two civic awards for the architectural work I’ve done in this town.
“We have to be honest about where we are, and we have to be honest about the town and say is this good for the town?”
He cited similar nearby examples in the outdoor seating area at Settebello and the development at the back of Cheltenham Town Hall and said his “unique” proposals would enhance the town centre.
“I’m trying to achieve it, I’m trying to achieve a sort of Mayfair/Paris style environment that is about as enhancing to Cheltenham as we could possibly be, yet this is passed.
“This building has made Cheltenham different, desirable and exciting. Are we prepared to put it at risk? There are 100 jobs here at risk. This is the only way I’m going to keep this going. The hospitality industry is in absolute turmoil.
“It is an incredible sector to be in. This is our chance to save 100 jobs and allow me to keep investing.”
He told the meeting 131 was empty for 10 years before he took it over. Mr Dunkerton said he spent an awful lot of money “bringing it to life”.
“This is a fantastic opportunity to do the right thing for Cheltenham,” he said.
“It’s fundamental for Cheltenham, it’s fundamental for the economy.
“The hospitality is just as important as the racing.
“It’s prime location outside space and the atmosphere is legendary. It is doing something unique that is talked about around.
“When people come to Cheltenham, that’s where they go, that’s where they know. “When March comes along, every race, race event, they’re there.
“When the arts, when the festivals are on, they are at 131. Allow me to make it even better and allow these staff to hold on to the job.”
His speech was met with huge applause from dozens of people in the public gallery.
During the debate, Frank Allen (LD, Swindon Village) said it was a well produced report by the officers and it had given him a lot to think about.
He said: “When I look at the economic benefit I would be minded to argue that heritage conservation could continue not in spite of the structure but because of the structures.”
He felt no structural harm would be done to the building by the pergola but harm could be made if 131 went out of business.
“I’m minded to speak against the officer’s recommendation,” he said.
And Cllr Tony Oliver (LD, Warden Hill) said he too had some concerns about the plans but felt the best way of protecting Cheltenham and heritage assets would be to keep the business profitable.
“It’s extremely popular,” he said.
“Most people I spoke to couldn’t understand why we turned it down because it is such a popular business and it brings people to Cheltenham. Cheltenham is vibrant at the moment but it could change. I’ll be supporting it.”
This sentiment was echoed by Cllr Simon Wheeler (LD, Hesters Way) who said there were some quite unattractive frontages along the Promenade.
“These are three very iconic buildings and it would be a shame to hide their light under a bushel. But if we don’t agree to something to go here, well built and attractive, we are not going to get anything.
“We might end up with three more buildings with car parks in front of them and ugly hoardings.”
Cllr Barbara Clark (LD, All Saints) said she really did not like the marquees and felt they could “do with a wash”.
But she agreed with Cllr Allen’s comments and said young people are struggling to find work.
“Employment is a big concern,” she said. “I do feel the economic case outweighs the other considerations because we are punching above our weight. Cheltenham is performing five per cent above the average.”
Cllr Barnes had to repeatedly ask the public not to applaud.
And Cllr Paul Baker (LD, Charlton Park) said there is a large sector of the town’s population which is passionate about its heritage.
“It’s only because of Covid that opportunity [for the marquees] arose and has continued to generate significant income,” he said.
“I’m assuming it was a successful business pre-Covid. Those buildings were built to be set in a garden so they could be seen and enjoyed.
“That will be lost.” But Cllr Baker said Mr Dunkerton had “put his money where his mouth is” and said he was really in a difficult position over which way to vote on the proposals.
“We’re damned if we do, we are damned if we don’t,” he said. “We’ve got two schemes which I don’t like.”
Cllr Allen suggested a compromise could be to reject the ironworks proposal but approved the other one.
Cllr Barnes said it was a “difficult situation” and the committee was considering its “historic culture”.
“We are losing the nub of what is important here,” he said. “The economic statements have not really been justified.
“It is important that we look after Cheltenham. That is our role as councillors. We are the guardians of Cheltenham.
“It is difficult but I can only come to one conclusion about it. In my view we have to support the officer’s recommendations here.
“If we ignore those we are in danger of losing our birthright and Cheltenham’s credibility as a Georgian town of great repute.”
An initial vote to reject plans for the ironworks proposals was successful by six votes to four with one abstention. However, a bid to reject the second proposal was unsuccessful.
Cllr Allen subsequent proposal approving the scheme was approved by eight votes to three.
Simon Firkins, managing director of SF Planning, told Raikes: “We are delighted with last nights outcome.
“The whole team has worked incredibly hard for many years, seeking to create appropriate solutions for this important and sensitive site, engaging with key stakeholders all the way through that long process.
“It is often inevitable in planning that people will have differing opinions about the weight to be given to competing objectives in any balanced decision. Decisions frequently come down to subjective judgements.
“In granting permission last night, the members of the planning committee debated everything in depth, correctly applied the relevant statutory and policy tests, and concluded the proposal should be approved.
“The result can be credited to everyone involved on behalf of the applicant.”
Carmelo Garcia is a BBC local democracy reporter who covers local authorities in Gloucestershire. He was previously a local democracy reporter based at the Hereford Times and chief reporter at The Forester and joined Reach in 2021. The Raikes Journal is approved by the BBC to use the reports of its Local Democracy Reporting service.