UPDATED: Public consultation to take place on Birkenhead regeneration 'Masterplan'

Councillors voted unanimously in favour of proposals put forward by Liverpool-based developers Neptune, which include switching the Europa Pool complex to a new site and developing the existing plot for restaurant use, during a meeting of Wirral's cabinet on Thursday night. 

Neptune, who transformed lacklustre New Brighton into a major success story, have high hopes that transformation of central Birkenhead could follow a similar pattern.

Addressing committee members on Thursday Cllr Pat Hackett, cabinet member for economy, said: "It's early days, but Birkenhead is crying out for this, long overdue regeneration."

In a report to Wirral cabinet on Thursday David Ball, Wirral Council's head of regeneration and planning, said: "There is a synergy between cinema and restaurants which are mutually dependent.

"This has been illustrated well by the success of the New Brighton development operators which has brought together a relatively unknown cinema operator with national restaurant operators and is one of the best-performing leisure developments of its type in the UK."

Artist's impression of the proposed new Europa Pool leisure centre

Neptune's proposals, he said, offered an opportunity to use the value and investment in the existing cinema to transform its offer by the development of a series of restaurant uses adjacent to it.

Neptune, he went on, had concluded that the only practical solution was to relocate the Europa Pool to an alternative site and develop the existing pool site with a series of family restaurants.

The proposal would be for a new swimming pool to be built on Europa Boulevard adjacent to Conway Park Station.

Neptune have identified a key aim of the master plan - to increase the use of Birkenhead by all Wirral residents to improve the prospects of the town for future investments.

Artist's impression shows Conway Park station and proposed new Europa Pool leisure centre

Retail assessments indicate that a high percentage of Wirral's population do not shop in Birkenhead - many preferring to travel to -places like Liverpool One, Bromborough Retail Park and Cheshire Oaks.

Artist's impression of proposed cafe/restaurant on the site of Europa Pool with existing cinema in foreground 

Mr Ball comments in his report: "All town centres have faced challenges in recent years due to the recession. A feature of those areas that have been most successful has been the provision of a strong leisure offer combined with retail, which significantly improves the overall visitor experience.

"Leisure operators are realising the benefits of town centre locations for their outlets."