Newlands Luton – Development advice
In 2018 Graham Chase was instructed by Luton Borough Council to advise them on proposals by Luton Town Football Club to relocate their stadium to the town centre on land adjoining the existing shopping centre. This land was previously reserved to extend the shopping centre but demand and viability was not supported by the market for such a project. The Football Club had originally intended to develop land at Junction 10 of the M1 Motorway for their new stadium but identified demand for a high-class luxury brand shopping facility in the Borough which would arrest the extensive leakage of consumer expenditure from the catchment to competing centres outside of the Borough. Graham was instructed to investigate demand for a luxury brand shopping facility at Newlands Luton on the understanding that Luton Town Football Club would develop the town centre site for their new stadium. He was also instructed to identify the criteria necessary to limit the new shopping facility at Newlands to luxury brands by the creation of an acceptable tenant mix and retailer list to reflect premium brands not represented in Luton and restrictive conditions against retailers moving out of Luton Town Centre to Newlands.