Business Space
Marketing Activity on
Maidenbower Business Park,
Crawley, West Sussex
James Weedon
Spacemoves Consultants LLP
West Hill
West End Road
Mortimer
Berkshire RG7 3TB
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Marketing Activity on Maidenbower Business Park
Crawley, West Sussex
Prepared by: Adam Godfrey FRICS
02 April 2012
BRIEF
Stiles Harold Williams have been asked to provide a marketing activity report on
Maidenbower Business Park in support of planning application on Phase II land for public
house.
Stiles Harold Williams have been involved in the marketing of the subject site since 2006,
when the site was purchased by Business Homes(SE) Ltd for a new courtyard office
scheme.
DESCRIPTION
Maidenbower Business Park comprises a corner site originally extending in total to some
0.892 hectares (2.2 acres) being one of four plots that came into the market in 2005. The
subject property was purchased by Business Homes South East in 2006. At the time the site
was allocated in the then current Local Plan for B1/B8 Employment Generating Uses
adjoining uses include an Audi garage and showroom, and an accident and repair centre.
Business Homes South East obtained planning consent (CR207/005 FULL) in January 2007
for the erection of nine B1 office units with associated car parking and landscaping totalling
some 3,243 sq m and 105 parking spaces.
Maidenbower Business Park is located on the south eastern edge of Crawley and adjoins the
relatively new J10A of the M23 (north on south off). Three Bridges Station is some 2 miles
away, with Crawley Town centre 3 miles to the North. Gatwick Airport is approx.3 miles
away.
Maidenbower is one of the newest neighbourhood areas of Crawley being predominately
residential in nature and the subject site sites on a prominent location albeit not in an
established office location.
MARKETING ACTIVITY
Following completion of the purchase by Business Homes South East in 2006 Stiles Harold
Williams and Colliers CRE were instructed by the owners as letting/sale agents.
An extensive marketing programme was instigated pre construction via Business Homes’ in
house marketing team and initiatives included the following:
1.
2.
3.
4.
Preparation and circulation of preliminary brochure (copy attached).
Erection of board on subject site.
Scheme launch event in London to all key London and regional agents.
Details on SHW website, and EG Property Link and Focus.
Given the significant change in the economic environment in 2007 and the evidence of the
beginning of a down turn, the decision was taken to build the scheme in two phases. Phase I
comprising units 1-6(2,106 m sq) (at the rear of the site) and Phase II units 7-9(1,137 m sq)
(frontage) and the location of the current planning application. Phase II land has been
available for pre-let/sale to owner occupiers, or as a ‘turnkey’ development package to
interested occupiers.
F:\USERS\BSPACE\ADAM\REPORTS\Norfolk Hse Horsham 19.03.12
Marketing Activity on Maidenbower Business Park
Crawley, West Sussex
Prepared by: Adam Godfrey FRICS
02 April 2012
Construction commenced on Phase I in late 2007 with completion being November 2008.
During construction of the 6 units, 2(no’s 1 and 2) were forward sold/let, to Melrob Services
and Aircraft Leasing and Management, as a result of the marketing effort.
Post completion, and with the 2 units now occupied, a further marketing campaign was
commenced, including:
1. Agents on site event,
2. additional completion brochures,
3. Preparation of detailed occupier packs
4. Local and regional advertising initiatives.
5. New board on site of Phase II land
6. Occupier mailing to a specific target list via Waltons- a direct mail company
7. Dedicated web site and video tourwww.maidenbowerofficepark.co.uk
The launch budget for marketing was agreed at a significant £29,167.
On completion of Phase I a specific marketing campaign was undertaken for Phase II
advising promoting the site for pre let or purchase by office occupiers (details attached).
Since 2009 this has always been the case. In addition, alternative uses have been explored,
including Care Homes / Assisted Living, Doctors Surgeries and Vet’s. Approx.591 companies
have been sent the details of Phase II land.
Since completion of Phase I, 2 further deals have been concluded in June 2009 to BskyB,
and recently (September 2011) to Orange Aero.
There are still 2 units remaining available that have never been occupied since completion
and representing some 40% of Phase I.
RESPONSE TO DATE
The response to date on the subject site has been limited specifically the site has
been marketed not only for high class B1, but also to alternative users such as Care
Homes, Vet’s, Surgeries and Assisted Living operators.
Since completion of Phase I we have only identified two potential interested office
occupiers for Phase II, meetings were had with both parties, the last discussions
ceasing in early 2011. As a result in a change in direction by the subject company
resulted in their interest being withdrawn.
Other interest in the site has come from B2/B8 developers, and car showroom
operators, in both cases, discussions were ceased, either due to location, or use
being considered detrimental to the neighbouring Phase I.
F:\USERS\BSPACE\ADAM\REPORTS\Norfolk Hse Horsham 19.03.12
Marketing Activity on Maidenbower Business Park
Crawley, West Sussex
Prepared by: Adam Godfrey FRICS
02 April 2012
Current interest from Marstons has come about as a result of an exhaustive
campaign for the subject site. We believe that should this site be lost for B1 office
the impact on supply in the Crawley/Gatwick area will be minimal and proposed
would add a welcome addition to the immediate area of Maidenbower Business Park
and compliment the existing uses on site.
Adam Godfrey FRICS
Director
F:\USERS\BSPACE\ADAM\REPORTS\Norfolk Hse Horsham 19.03.12