Iceni Projects was instructed by Drax Investments Limited to apply for a detailed planning application for a 124-bedroom hotel on behalf of the Whitbread (the owners for the Premier Inn) in Watford town centre.

The site was allocated for office-led employment uses; however, Iceni Projects successfully made the case that with Watford’s ambitious growth plans of delivering at least 7,000 new jobs by 2031 there was an unmet need for additional hotel beds. Iceni emphasised that Watford was becoming a destination in its own right; with Harry Potter World, a Premiership football club, and wide retail offer.

Notwithstanding the above, this existing garage site did have constraints, including right-to-light; overlooking; and access. The proposals were within close proximity of a listed building; the building will also appear within local strategic views. As such heritage and townscape were important factor.

The application received unanimous support from Members in November 2016 and, when constructed, will provide the Premier Inn with a strong footing in Watford as well as creating approximately 40 full-time jobs.

Iceni advised on planning and built heritage / townscape.