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Project 1: Residential development at Maidstone YMCA

Client: Taylor Wimpey

Background:

The YMCA at Maidstone owns a substantial site to the south of the town centre.   Over the years a substantial building has been constructed providing a range of activities.

The Bishop of Maidstone

Two years ago the YMCA achieved an outline consent for redevelopment of the site including a new YMCA building and a residential scheme.

Taylor Wimpey submitted a reserved matters application with a recommendation to approve for residential.   All of the officer advice was that the scheme would achieve a consent.

At the committee there was considerable opposition from residents and councillors and the application was deferred.   Indeed at one point members debated and voted on the nature of the new sports pitches: should they be astro turf or grass!

A committee date was set for a month later with a strategy of making no changes to the scheme, achieving a rejection and going to appeal.

At this stage MPC was instructed.

Programme:

We began our programme with research into ward councillors and community groups and created a list of stakeholders who should be met.

Kids from the YMCA

We then produced a crib sheet to ensure consistent messages at each meeting and a reactive media statement to respond to the media if they made contact.

Our strategy focused on 'Good news' from the YMCA, rather than a purely development project.

We produced an A3 colour briefing to Members from the YMCA and its members.   The briefing included details of the groups who would benefit from the scheme and support from key players such as the Bishop of Maidstone.   The covering letter and all following communication came from the chair of the YMCA.

Community groups who were to benefit from the scheme wrote letters of support and organised petitions.

Further briefings and emails were sent to Members from the YMCA and its members. Many of the community groups attended the committee meeting.

Outcomes:

Without a single change to the scheme, the Committee approved the application 6-5.

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