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Maxim helps nail support for Ironmonger Yard

November, 2024

Securing planning permission for a prominent derelict site at the end of an historic high street is always going to be a challenge. Maxim was part of the team that recently saw a major residential scheme in Rochester gain approval from Medway Council’s Planning Committee. Managing Director Andrew Metcalf runs through the public engagement activity.

Ironmonger Yard is the housing scheme proposed by Donard Living for the site at the junction of Rochester High Street, Corporation Street and Star Hill. The new proposal offers 296 homes in a mix of built to rent, built for sale, affordable and later living apartments, plus a new public garden.

Acting on behalf of our client Donard Living, Maxim was responsible for engaging with the community, stakeholders and media. Our work aimed to support the planning consultants and help them secure a positive response to the proposals.

Demonstrating public support is vital

Getting people to recognise there’s a need for new houses is never easy. However, in the case of Ironmonger Yard, nearly three quarters (74%) of the people who engaged with the project agreed or strongly agreed there’s a need for more housing in Rochester.

A further 87% agreed or strongly agreed that Ironmonger Yard would improve this part of Rochester by developing the disused site, with 89% strongly agreeing new homes should be built on brownfield sites for the future of Medway.

How was this level of support secured?

Creating a strong story for residential projects is crucial, as is being able to tackle the wide range of questions that will inevitably get raised by the public, whether it’s height, design, traffic impact, tenure, parking, and so on.

Then it’s all about communicating that story to the local community. In the case of Ironmonger Yard, Maxim leafleted more than 1,500 residents to promote a public exhibition which we organised. In addition, we developed a project website and engaged with the local media. Maxim also arranged a briefing for stakeholders ahead of the exhibition opening to the public.

It’s then about monitoring the press and social media, and collecting the feedback via the project’s website, with the statistics and comments shared with the project team. The feedback is used to inform the final design of any project and demonstrate support for the proposed development.

In the run up to a decision, there’s little that can be done other than a final briefing for members and to be on hand to handle any media enquiries.

The Ironmonger Yard success followed an earlier larger scheme on the same site for 374 flats that Donard Living also secured permission for with the help of Maxim and the project team. However, it was subsequently redesigned to be more in keeping with the heritage of historic Rochester and the changing housing market, and a new application was submitted.  

As our client Steven Flannery, CEO of Donard Living, told the press: “We’re pleased the council recognised the work we had done to engage with the community, listened to their concerns and came back with a more sympathetic design that sits well alongside the surrounding listed buildings. We are now looking forward to beginning work on this project to bring much-needed homes in the heart of Rochester.”

Donard Living was also advised by Todd Architects; planning advisors Savills; project managers Currie & Brown; Churchman Thornhill Finch, landscape architects; and Milestone Transport Planning.

See www.DonardLiving-Rochester.co.uk for more information about the approved scheme.

A CGI of the Ironmonger Yard project.

Andrew Metcalf - Director

Andrew Metcalf

Maxim / Managing Director

posted in: maxim/client news, media relations, public relations,

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