THE proposed development brief for the former Molson Coors brewery site has met with fierce criticism after it revealed itself as little more than a massive town centre housing development.

On behalf of The Alton Society, chairman Bob Booker said the proposals were “very disappointing”. He added that, in the opinion of the Society, those working on the brief “have not taken account what Altonians have asked for”.

Furthermore, it was felt the figures – developed from the first public consultation, held from December 16 to January 8 – have been “skewed to make it look as if we want a housing estate in the middle of the town”.

And that is most definitely not the case.

It has resulted in two proposals for the 12.8-acre site, with a conceptual figure of between 160 and 200 new homes taking up the majority of the site, comprising three to four-storey flats and town houses, with a potential employment area off Drayman’s Way designated for flexible business space to accommodate 100 jobs, and a potential community facility, and the re-use of the Grade II Listed Culverton House for business or health use.

In one scenario, there is potential for a residential care home or sheltered housing with access from Russett Road, and in the other a 50 to 70-bedroom hotel. Both proposals show a new pedestrian link along the River Wey and vehicle access off Drayman’s Way with no through route.

But the vision of a housing estate has attracted strong criticism, not least on social media, including the ‘Love Alton’ Facebook site where comments include “extreme disappointment” over the lack of creativity.

“Developers seem to have picked up on the fact that some housing would be acceptable and decided to submit plans for a housing estate.

“Where is the community facility, Wey River Walk, brewery museum? In what ways does this proposal address the regeneration of the town?

“There is no vision, no imagination for what could be the jewel in the crown of Alton,” the social media poster commented.

Following the closure of the brewery at the end of May last year, ending 52 years of brewing on the Manor Park site, Molson Coors has joined forces with East Hampshire District Council (EHDC) and Alton Town Council to commission specialist consultants AECOM to produce a development brief, by the end of May, which will set out how the site can be best used, in a deliverable and viable way, to advise planners as they decide on future planning applications.

Following the first consultation, people flocked to Alton Assembly Rooms last Thursday to see the results of public input, but many were dismayed by what they saw.

Mr Booker asks: “Where is the plan for the museum to reflect our wonderful brewing history? The Wey River walk is far too narrow and the so-called community facility is not big enough. We want to consider a multi-purpose building with the ability to put on films and shows.

“Why another care home when Minnesotas (opposite) is planning to do just that and why another hotel when plans are already in for the Holybourne site?

“There is no mention of any innovative plans to use clean energy and there are far too many houses. Have they (EHDC, Alton Town Council and Molson Coors) read the neighbourhood plan and joint core strategy which deals with windfall sites? We all know the courthouse will probably go for housing as well and this again is a windfall site.”

In a letter to The Herald this week, Mike Heelis, chairman of the Alton Neighbourhood Plan steering group, finds the proposed housing figures incredulous.

He said: “The endorsed neighbourhood plan allocates sites to a total of 1,908 new homes which is significantly more than 10 per cent in excess of the 1,731 (minimum) EHDC joint core strategy (local plan) requirement. If the Molson Coors brewery site is developed to a figure of 160 to 200 additional homes these will be added to the 1,908 total from the neighbourhood plan to bring the new figure for Alton to between 2,068 and 2,108. This increases the overshoot of housing allocation to more than 20 per cent in excess of the minimum 1,731 homes required by the joint core strategy. This is a significant overrun which has wider implications for the town.

“There may be a perception among Altonians that if the brewery site is developed with housing then this will prevent green-field development elsewhere in the town. This is not the case. Alton, by voting ‘yes’ to the neighbourhood plan has placed the responsibility for planning decisions set out within the framework of the neighbourhood plan with EHDC. The allocations, therefore, should follow broadly those numbers specified in detail within the neighbourhood plan.”

Mr Heelis continued: “I hope EHDC will deliver on their commitment to the allocations of 1,908 homes for Alton (from) 2011 to 2028 as set out in the now legally enforceable neighbourhood plan document. Of course, this will result in significantly fewer housing numbers than the conceptual 160 to 200 for the brewery site.”

In pointing out that “this could be an incredible opportunity to build a scheme to be proud of providing much-needed apartments and flats on a smaller part of the site”, the Alton Society is among those who will be urging the development brief team to “go back to the drawing board” and take greater heed of what Alton actually wants and needs from this sensitive town-centre site.

To view the proposals and to send feedback, visit easthants.gov.uk/planning-policy/consultation.