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2023 Investment Prospectus

Shrewsbury Riverside

Shropshire Council as site owners will be bringing forward a high-quality, design-led river-edge development site, in the very heart of Shrewsbury town centre, Shropshire’s County town in the loop of the River Severn.


The former Riverside & Pride Hill Shopping Centres, associated multi-storey car park, bus station and surrounding area provides a 4 hectare regeneration opportunity with an enviable waterfront setting.

A recent government-funded Levelling Up investment will expediate advanced demolition and site remediation resulting in the first commercial development plots being available from April 2025.

A detailed delivery strategy will identify mechanisms to bring the programme forward at pace, including options for partnerships and joint ventures.

Promoter: Shropshire Council

Scale: £350m+ GDV

Sector: Housing, office, hospitality, food and beverage and leisure

Location: Shrewsbury, Shropshire

Investment Type: A range of future delivery and investment options

Programme: 2023–2033

Planning Status: Outline planning applications for development sites and demolition due March 2024

Website: smithfieldriverside-sdf/ shrewsburymasterplan-vision/


Shrewsbury has recently been tipped as London’s understudy by The Times, and is home to ‘Britain’s Favourite Market’ 2023. The site’s proximity to Theatre Severn, quality green open space and historic quarter complemented by river frontage enables a diverse mix of cultural and leisure activities. Shrewsbury has a strong independent base for retail and commercial, with footfall and occupancy rates both exceeding national averages. The development programme provides a significant opportunity to bring forward the aspirations of the Big Town Plan. Specifically to create a vibrant and vital new residential-led mixed- use quarter alongside the town’s first grade A office space, built to Zero Carbon targets 2030.

The entire development site consists of two former Shopping Centres in Shrewsbury town centre, which until 2018 were in private sector ownership. The refurbished Darwin Centre will continue to provide quality retail accommodation (currently with >90% occupancy), with the Riverside and Pride Hill centres regarded as development sites within the Riverside Strategic Development Framework alongside the existing multi-storey car park and bus station.


This is part of a town wide approach to growth across six character areas in the town centre identified by the Big Town Plan vision. With the potential of 41,000m2 of flexible development complemented by up to 260 residential units and 450 car parking spaces.

The proposed masterplan outlines a vision for a new neighbourhood delivered through a residential-led development, with high quality public realm and architecture in a vibrant river side setting.

It will transform the lower town into a unique 21st century quayside with modern homes, quality office space, state-of-the-art leisure and bespoke retail creating a dynamic, modern and sustainable destination.

This comprehensive development is being informed by recently appointed Development Managers, the Masterplan Vision, Design Coding and the Smithfield Riverside Strategic Development Framework. Phase One, supported by Levelling Up funding brings forward a development prospectus for the delivery of a commercial office for the Council and partners, and the leisure-led redevelopment of the former Pride Hill shopping centre site and the adjacent, recently acquired Raven Meadows surface car park.

Shrewsbury Riverside will be a vibrant mixed-use destination offering a liveable and distinctive quarter for life to flourish in the town. It will significantly enhance the town, creating a unique destination in an historic setting, built to a high standard and a centre piece of Shrewsbury’s economic and residential growth. Pedestrian-led, highly liveable with the river front being the focus of activity.


Shrewsbury Riverside is being promoted by Shropshire Council, working in partnership with the Shrewsbury Big Town Plan Partnership and supported by West Midlands Combined Authority.


Shrewsbury Riverside is located in Shrewsbury, the county town of Shropshire. It has direct train links to Birmingham, Manchester & Cardiff, and is in close proximity to the M54 Motorway and wider West Midlands regional network. Locally, the site enjoys views over the River Severn and benefits from its proximity to the town’s centrally located rail station, as well as its bus station. Located within the characterful meander of the River Severn, the site is easily accessible by pedestrians and cyclists.


Snowhill is set to deliver significant modern commercial office space within the heart of Birmingham’s City Centre. This is an opportunity for an investment and/or development partner to secure a longstanding relationship with a major employment-led and mixed-use scheme.


The Snowhill district in Birmingham’s City Centre contains substantial investment opportunities. The redevelopment of the station and other nearby sites open opportunities for office and residential led developments in one of Birmingham’s major corporate centres.

The Snowhill growth strategy will create a development proposition focussed on the successful transformation of Snowhill train station and its immediate environs. Including redevelopment of the current railway station the approach will also create new office space and improve connectivity to the Jewellery Quarter.

Promoter: Birmingham City Council in partnership with the WMCA, Network Rail and Department for Transport

Scale: £1bn+ GDV

Sector: Employment-led mixed-use scheme

Location: Birmingham City Centre

Investment Type: Development partner or funder

Programme: High-level indicative milestones:

  • Full Business Case development completion 2023- 2024
  • Land Assembly Programme 2022 - 2028
  • Phased Implementation to commence (subject to procurement) 2027

Planning Status: A high-level masterplan, the Snowhill Growth Strategy oversees the delivery of the scheme



The Snowhill District is a major centre for business in the city and is home to over 500 companies within 465,000m2 of office space. Significant floorspace alongside the station has been occupied at Snowhill 1, 2 & 3 by HS2, KPMG and Barclays as national and regional centres. The decision by BT to take 26,300m2 to employ up to 4,000 people was the latest in a long line of big wins for Snowhill.

Snowhill station is a mainstay of the district and plans to expand the station will facilitate major development opportunities as well as improving throughflow and the attractiveness of the area.


The project is centred on the major redevelopment and transformation of

Snowhill station and its immediate environs. Plans to expand and remodel Snowhill station will allow for the removal of the multi-storey car park that currently sits above providing a rare opportunity for development directly over and incorporating a mainline railway station.

The station’s redevelopment will include new pedestrian connections across the site transforming the links into the Jewellery Quarter and amplifying the site’s position at the heart of this vibrant central location. Proposals are for an office led scheme, with potential residential elements.

The scheme will play a significant role in contributing to the delivery of the growth agenda for the city by both improving the railway station and connectivity and creating over 93,000m2 of new primarily Grade-A office-led development.


Proposals to date have been developed by Birmingham City Council and Network Rail on the basis of their landholdings. A number of development options have been considered by all parties and work is currently underway on a potential delivery structure, subject to procurement regulations.

To support inward and public investment into the Snowhill scheme the project promotes working closely with the West Midlands Growth Company and West Midlands Combined Authority.


Excellent public transport exists with Snowhill Station at the heart of the district providing hourly trains to London as well as regional connections. New Street and the new HS2 Curzon Street Station are also within 10 minutes’ walk or a short trip on the Metro tram link.

The introduction of the City Centre Clean Air Zone has also reinforced the Council’s commitment to be a zero-emissions city, which will be complemented by investment in fully segregated cycle lanes and an extension to the Metro network.