December 19th was a huge day for Essex CCC as their much lauded ambitious plans for an off-field Chelmsford commercial revolution
finally materialised after 9 years in the planning. It was the topping ceremony held on the roof of Tower 'A' to signify the completion of
the first apartment tower’s structure.
It is the first of four such towers to be built that will provide around 350 new homes in the area of New Writtle Street, in Chelmsford, and
cost upwards of £85 million by the time of completion. The land, which was just overgrown shrubbery in March, will also include 15,000
sq. ft. of retail and leisure facilities surrounding a new public piazza area, all served by a new pedestrian bridge across the River Can,
providing improved routes through to Central Park and the town centre.
Tower 'A' PlansNick Bache, Essex-based operations director at developer Kier Group, said: "This is a huge milestone for us to get to this point and a journey
years in the making.” He continued, “I'll be able to say to my family that 'I helped build that' and that will be something I'll be really proud of."
Representatives from the Kier Group and Birmingham-based developer MCD joined players from Essex County Cricket Club and deputy mayor
Councillor Sandra Pontin at the ceremony.
The Finances
Tower 'A' is the smallest of the four proposed towers yet its significance is vital to the whole project. 61 of the 62 apartments have been pre-sold
which allows Essex now to move on to the core of their ambitious property plans - the key phase 2 and the building of Towers 'B' and 'C' alongside
the public piazza.The project is financial elegance personified.
www.essexcricket.org.uk/wp-content/uploads/2012/12/Essex-Development-Brochure.pdfThe cost of building Tower 'A' will be around £12m. Completion date is set for September 2015. The down-payment for construction builder ‘MCD’
comes from the pre-selling of the apartments. Flats have sold for between £220k when the property market was at its lowest ebb but have risen
since with penthouse apartments now selling for up to £340k. If one takes an average of £300k per apartment this comes to £18.6m - so around
a £5m-£6m profit. This profit is then used to improve the present ground facilities with new stands leading to a higher 8,000 seating capacity, cricket
and media facilities, new pavilion, offices for rental, improved conferencing facilities, a piazza to include a coffee shop and retail outlets - even a
multi-storey car park for spectators and local shoppers.
For a small non-TMG the ambition is breath-taking.
On top of this Essex CCC will accrue an annual lease rent from each apartment. ‘If’ all the tower blocks are built and a majority of the 350 luxury
apartments sold (includes 45 social housing), then this annual lease rent along with other rental income could increase Essex’s present off-field revenue
by up to three times. As stadium manager Graham Childs points out: “We can attract the best cricketing talent and potentially become one of the top
clubs.” And Chairman Nigel Hilliard added: “It’s going to be another few years before we see the fruits of our labour but I believe it’s going to make a
big difference for us.”
Two apartments in Tower 'B' have already been pre-sold. This key second phase will cost £45m and the final one £25m.
www.youtube.com/watch?v=X1nNVGsGhMEBut as ever with such an ambitious project there are still various ‘ifs’ and ‘buts’.This commercial revolution relies heavily on a buoyant property market
but economic analysts suggest that with low UK interest rates set for some years this can only aid the market. Yet, further elegance to this project is
its flexibility. Build a tower at a time and then see what happens.
The man who should be given a majority of the plaudits is Keith Brown, chairman of the ground development panel of Essex CCC, who dared to dream big.
He says, “After years in the planning and overcoming numerous hurdles to start this development, the structural completion of Tower A is a huge step forward.”
If the four towers "are completed" and the 350 apartments sold, then Essex CCC deserve all the future financial success available both on and off the field.
Their ambition is a credit to county cricket and shows what can be achieved when both desire and need unite.