The Business Exchange Swindon & Wiltshire Edition 42: April/May 2019 | Page 4

BUSINESS NEWS
‘SNOASIS’
The story so far on the Swindon plan to create
one of the largest snow centres in the UK.
One of the largest snow centres in the UK
could change the face of Swindon, bringing
new investment, kickstarting the town’s
regeneration and helping shed its recent
down-at-heel reputation. Or that’s the hope.
In one of the largest schemes of its kind
in the country, the £270m regional leisure
destination at North Star Village will feature
500,000 sq ft of retail, dining and leisure
space and, most importantly, will include
one of the UK’s largest ski and snow centres
with two real snow indoor ski slopes.
The so-called ‘Snoasis’ will also
house a 13-screen cinema, including
Europe’s largest IMAX screen, along with
a 19-lane bowling alley and 27,000 sq ft of
trampolining.
Once operational in around 2 years’ time,
the development is predicted to attract an
annual footfall of 3.3 million people. Its
projected catchment area is ten million
people within a two hour drive-time,
reaching as far as Stoke-on-Trent, Swansea,
Exeter, Brighton and Cambridge.
The plan is also expected to create
hundreds of jobs, both during the
development phase and after opening.
Confirmed operators for the centre include
The Snow Centre, Empire Cinemas,
Hollywood Bowl and top mountain sports
retailer Ellis Brigham.
SevenCapital, the Birmingham-based
firm behind the development, has a proven
track record in seeking out and delivering
regeneration projects, which, the company
says, is what this project will do for Swindon.
Established in 2009, SevenCapital is one
of the largest privately-owned real estate
investment and development firms in the
UK with a portfolio of projects worth more
than £1.5bn.
A spokeswoman said, “North Star Village
will bring increased tourism into the town.
We’re predicting an annual footfall of circa
3.3 million and it’s likely it will act as a
catalyst for further regeneration as the area
becomes more popular with visitors and
residents alike. It could turn Swindon into
one of the top snow sports training centres
for the UK.”
Olympic snowboarder Jamie Nicholls
believes it will be a huge boost for winter
sports athletes.
He said,“This is an amazing opportunity
for even more people to get into snow
sports. It will give those living in the South
West of England, Swindon, Bristol, Bath,
Cardiff and beyond the chance to try skiing
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THE BUSINESS EXCHANGE 2019
or snowboarding. I can’t wait to hit the
slopes in Swindon with the next generation
of snow sports talent.”
Dale Heenan, Swindon Borough Council
cabinet member for the town centre, has
been instrumental in getting the project to
the planning stage.
For the past two years, the Council has
been working with SevenCapital on the
plans, although it is actually six years since
a ski slope was first mooted.
Cllr Heenan said, “All too often councils
try to do too much, and because staff are
spread thinly it can mean little visible
progress is made. By concentrating on the
North Star Leisure Complex and the new
£40m headquarters for Zurich, we have
everything ready for 2019 to be a big year for
Swindon with people finally seeing cranes
and diggers.”
He believes the project could herald an
exciting new era for the town.
He said, “The Snoasis is important for
Swindon because it demonstrates very
clearly to other businesses and investors
that Swindon is a place to be. A £100m
private investment is not something you
do lightly, and once people see work
happening, I do think it will provide a catalyst
for the town centre. Other businesses will
want to be nearby.
“With electrification of the main train
line now complete, we are waiting for the
timetable to start with GWR. This will mean
Swindon is 45 minutes from Paddington and
one hour 20 minutes from Canary Wharf.
The Snoasis will mean that there is a buzz
about Swindon and people will want to live
here, not just because it is affordable, but
because there are activities and a great life
to be had.”
Could the town finally shed its reputation
as the butt of jokes?
“I believe the ski slope is probably one of
those few ideas that can really change the
perception of a place for the better. People
will finally know Swindon for something
other than the Magic Roundabout and a
BBC comedy. There was opposition from
some councillors and residents to the plans,
but I firmly believe you will look back in 30
years time and realise what a difference it
made to the town. This is not about housing
or a new company relocating to Swindon,
but a game changer for Swindon’s social
and leisure life.”
Cllr Heenan also believes the centre will
benefit the economy of the whole town.
He said, “A five-minute walk in one
direction and you have the popular outlet
centre; five minutes in the other direction is
the town centre. The ski slope, new Zurich
headquarters and refurbishment of Falcon
House and the Debenhams store are all
happening in 2019 and will demonstrate to
everyone locally, and regionally, Swindon
has momentum, and be the place to live,
work and play.”
Increased traffic and parking problems
are often a worry with new developments
but SevenCapital has included a 900-space
car park in the plans and is hoping to
encourage improved public transport and
park and ride facilities.
Cllr Heenan said, “To be honest, the
plans for the roads and parking have been
the key reason why it has taken so long to
reach this point for the complex. Advanced
traffic modelling has been undertaken not
once but twice so we are confident about
how the roads will cope.
“The council and SevenCapital will work
together on the parking strategy: automatic
number plate recognition in the car park is
standard, there will be plenty of staff parking
and cycle racks. Parking pricing will support
a new park and ride service at Junction 16.
Digital signage from the M4 and A419 will
direct people to nearby car parks and away
from any congestion if there are problems.
There will be improvements to roundabouts
to create capacity, installing traffic lights
and a variety of other activities.”
One final burning question – will it be
known as the Snoasis? Alas, no.
SevenCapital confirms it will be called
North Star Village. We’ll see about that…