THE redevelopment of the Molson Coors brewery site is a “golden opportunity” to create a scheme in the heart of the town that people can be genuinely proud of.

That’s the view of the Alton Society, which had the opportunity on Tuesday to meet the development brief project delivery board to explain their ideas for the future development of the site.

With the end of the public consultation scheduled for May 31, the Alton Society was determined to impress upon the board that Alton does not want a “lego land” housing estate on this key town centre site.

Nick Carey-Thomas, chairman of the Alton Society’s built environment group, said: “This development represents a unique opportunity for Alton and can potentially have a huge impact on the quality and attractiveness of the town centre in a way that brings with it a sense of civic pride and ownership.  But we only have one chance to get it right.”

In response to the consultation, the Society made the point that this was “no ordinary development brief”.

From the moment Molson Coors first indicated its intention to dispose of the site, the Society believed it offered a “unique and exciting opportunity for the town”.

Not only is it a windfall site, the Society points out, but its location requires a scheme that reflects its relationship with the town centre “so as to create a real feeling of civic identity”.

In this sense, the Alton Society believes in the opportunity it offers to exploit the River Wey as a “nucleus” for public open space at the heart of the site but, if this is to be achieved, it must have the appropriate space assigned to it, the town watchdog said.

At the same time, the Society is advocating a “more radical approach” to any residential development, especially given the current projections for Alton’s future growth (25 per cent over the next decade).

Mr Carey-Thomas said: “We may never again have an opportunity to think this big in the way the town centre develops, and to create a scheme that local people can be genuinely proud of.”

A development brief for the future of the site is currently being put together by a project delivery board comprising representatives of East Hampshire District Council, Alton Town Council, and Molson Coors.

While recognising that the purpose of this brief is to act as a framework for future development, and not to represent guidance on matters of detailed design, the Society believes “the creativity that the site demands sets it apart from any other development, past or present”. However, while the draft brief makes reference to a “vision” for the site it is “not meaningfully expressed”.

The Alton Society response is clear.

“If the document is to convey any sense of vision and overall aspiration for the town, it is difficult to exclude certain design aspects, especially when considering overall layout, civic space requirements, and ideas for residential development. We must surely give prospective developers a clear enough steer if they are to capture the vision,” said a spokesman.

On specific issues the Alton Society’s vision relies on adequate “lateral” landscaped space being afforded along the length of the River Wey as it flows through the site, to offer a “breathing space” and to allow for flood-risk mitigation. This would also realise what is described as “the river’s huge potential as a recreational space” which it is envisaged could provide direct pedestrian access under the railway to King’s Pond.

On the question of housing – a key consideration for Molson Coors in the viability of the project – the delivery board has put forward a proposal for around 130 dwellings comprising relatively low density estate housing across the site.

By contrast, the Society suggests restricting housing to the land north of the river, taking inspiration from continental designs to give a stylish, high-density riverside development of flats and maisonettes with roof terraces and balconies, surrounded by attractive green space.

This would leave the southern side of the river open for business, community use and parking.

The Society seeks the removal of the barrier that the existing wall represents along parts of Drayman’s Way and Lower Turk Street, advocating interesting street frontages with an area of open public space on the south-west corner, perhaps a plaza with a fountain, to create a more attractive vista than the ‘landmark building’ or continuous blocks of apartments suggested by the delivery board.

This area would make provision too for undercroft parking for site and town centre use which, due to the topography of the site, the Alton Society suggests could be achieved without the need for excavation.

A bonus on the site is the inclusion of a community facility, which the Society would like to see designed as a “multi-purpose building that would serve the needs of theatre, music, and perhaps cinema and public functions as well”.

It does, however, caution that since, in its opinion, “the existing community centre is likely to remain in existence for the foreseeable future, it should be a facility that complements rather than replaces the existing building”.

In terms of vehicular access to the site, the Society is proposing two access points, one for each side of the river but with no link other than for emergency vehicles. While the south would use the existing access in Lower Turk Street, the Alton Society suggests a new access point from Drayman’s Way leading to a road behind the suggested apartment blocks. This would remove the need for a road bridge over the river, which it feels would “seriously undermine efforts to create the wide recreational area around the river”, which is key to the Society’s vision for the site.

The deadline for feedback to the Molson Coors development brief consultation is May 31. To take part, visit easthants.gov.uk/planning-policy/consultation.