A cinema for Tenterden · screens per 100,000 population. Source: BFI Statistical Yearbook 2017 2...

AcinemaforTenterdenPre-FeasibilityStudy

RonInglisJanuary2018

JRInglis,8January2018 ACinemaforTenterden Page1of27

ContentsExecutivesummary..........................................................................................................2

1 Introduction..........................................................................................................3

1.1 Consultationbackground.....................................................................................3

1.2 Currentstudy.......................................................................................................3

2 CinemagoingintheSouthEastofEngland.............................................................4

2.1 ExistingcinemasinthevicinityofTenterden......................................................4

2.2 Plannedcinemasindevelopment........................................................................4

3 Thecinemasector..................................................................................................5

3.1 Sectortrends.......................................................................................................5

3.2 Twinnedactivity...................................................................................................6

3.3 Upmarketaudiences............................................................................................7

3.4 Investmentmomentum.......................................................................................7

3.5 Programmetrends...............................................................................................8

4 ThemarketforacinemainTenterden.................................................................10

4.1 Wardlevelpopulationdata...............................................................................10

4.2 ACORNdemographicanalysis............................................................................12

4.3 Impactofnewhousing......................................................................................13

4.4 Attendanceestimation......................................................................................14

5 Potentialdevelopmentmodels............................................................................17

5.1 Buildings............................................................................................................17

5.2 Developer/operator.........................................................................................19

6 Developmentoptionsappraisal...........................................................................22

6.1 Assessmentfactors............................................................................................22

6.2 Preliminaryassessmentofsitesandbuildings..................................................23

6.3 Otherlocaldevelopments.................................................................................24

7 Finance................................................................................................................25

7.1 Operatingbudgets.............................................................................................25


ExecutivesummaryFollowingtherecentsaleoflandandSection106agreements,theTenterdenRegenerationConsultationfoundstrongsupportforalocalcinematobeestablishedinthetown.

TheSouthEastisarelativelystrongcinemagoingregionoftheUK.Averageattendanceperperson in the Southern TV region is 3.2 per year compared to 2.6 for theUK as awhole.Admissionsperscreenare49,736comparedtoUKaverageof40,545.Howeverthecurrentoptionsforthetown’scinemagoersareavisittotheKinoinHawkhurstorinRye,aCineworldmultiplexinAshford,andinthenextfewyearsaPicturehouseinAshfordandanEverymancinemainTunbridgeWells.

The cinema sector is undergoing a periodofwidespread investment in newbuildings andrefurbishmentofexistingsites.Thedominanttrendsforthisinvestmentare:increasinglevelsofluxurythroughoutthecinema;improvedrangeoffoodandbeverageservices;increasinglyhighlevelsoftechnicalsophistication;andmorecinemasintowncentres,especiallysmallerindependentvenues.

Cinemaaudiencesarepredominantlyagedunder30yearsoldbutwhilethe15-24yearoldaudienceisdecliningthe55+yearoldaudiencehasshownconsistentgrowthinrecentyears–atrendfoundinmostdevelopedinternationalcinemamarkets.

Thereareapproximately20,000residentswithina15-minutedrivetimecatchmentcentredonTenterdenTownHall.Thispopulationisstronglyskewedtowardswell-off50+agegroups,although 15-20% of the population are less affluent. The composition of the residentpopulationisexpectedtograduallychangeasseveralhundrednewhomesarebuilt inandaroundthetown.

Thepotentialaudienceforalocalindependent,possiblyboutiquestyle,cinemainTenterdenwill depend on what facilities can be afforded and are developed. However an initialassessmentindicatesthatthereispotentialfor40,000admissionsperyearforasinglescreenvenueandupto80,000for2-3screencinemawithcafébar.

PotentialsitesforacinemainTenterdenareduetobeexaminedbycinemaarchitectStefanieFischerinStage2ofthisstudy.Theoutcomeofthoseinvestigationswillallowtheattendanceestimatetobeadjustedtotakeaccountoftheconfigurationofpotentialsites.Atwo-screendevelopmentwouldbepreferredinordertoprovideagreaterrangeofprogrammingtosuitawiderrangeofaudiences,andalsotoimprovetheoverallviabilityofthevenue.

DevelopinganindependentcinemainTenterdenwillundoubtedlyrequiretheTownCouncil(and perhaps Ashford Borough Council) to be involved in leading the development andpotentiallyestablishinganorganisationtomanagetheproject.

An illustrative operating budget will be outlined once a preferred site and developmentproposalhavebeenidentifiedduringStage2.


1 IntroductionTherecentsaleoflandandSection106agreementshavegeneratedinexcessof£3milliontobeusedbytheTownCouncilforthebenefitofthelocalcommunity.Consultationandsurveyshaveidentifiedastrongdesireforalocalcinemainthetown.Two,possiblythree,buildingsandthreeundevelopedsiteshavebeenidentifiedbytheTownCouncilwhichmaybesuitableforacinemadevelopment.

Thepurposeof thispre-feasibility study is to investigate thedesirability,practicabilityandviabilityofdevelopingacinemafacilityinTenterden.SubsequentinvestigationsbyarchitectStefanieFischer(BurrellFoleyFischerLLP)andquantitysurveyorChrisGoucherofGreenwoodProjectswillevaluatethesitesandbuildingsfromaphysicalandcostperspective.

1.1 ConsultationbackgroundTheTenterdenRegenerationConsultationreportmadethefollowingobservations:

• ‘Thereisoverwhelmingsupportforthecounciltoattractacommercialboutiquecinemaoperatortotown.’

• ‘TenterdenResidentsAssociationhaveruna longstandingcampaignforacinemaandhave carried out surveys that reflect our findings.’ The report noted that there areindividualswithacommercialinterestinthisprojectwithintheAssociation

• ‘InprinciplethelargemajorityofpeoplewouldnotwishtheTownCounciltosubsidiseacinema.However,itwasalsoclearthatweretheamountsmallenoughtheywouldnotobject.’

• Thebusinesscaseisnotobvious.Acinemaspacealonewouldnotbeviable.‘Thevenuewouldhavetobe‘perfect’.’

• The report noted a general perception that ‘there is very little for young people inTenterdenand[thereis]astrongperceptionacrossallagegroupsthatthetownisrunbyandfortheoldergeneration.’

1.2 CurrentstudyThisreportincludesanassessmentofthecurrentcinemagoingopportunitiesforresidentsinand around Tenterden and, in the context of current cinema trends, proposes potentialmodelsforacinemadevelopment.Thesemodelswillbetestedagainstthebuildingandsiteoptionsduetobeinvestigatedbythearchitectandquantitysurveyor.

MeetingswiththeTownClerk,TownCouncillorsandtheCinemaFocusGroupwereheldon6thand7thDecember.Allthepotentialsiteswerevisited.


2 CinemagoingintheSouthEastofEnglandThe South East of England is a relatively strong cinemagoing region of the UK. AverageattendanceperpersonintheSouthernTVregionis3.2peryearcomparedto2.6fortheUKasawhole.Admissionsperscreenare49,736comparedtoUKaverageof40,5451.

TheaveragenumberofscreenspersiteintheSouthEastregionis4.8,belowtheUKaverageof5.4,indicatingarelativelyhighnumberofindependentcinemasandfewmultiplexes.

Apart from London, the South East has the highest percentage of cinemas showing‘specialised’films–usuallycategorisedbyasnon-mainstreamandincludingarthousefilms.DodonaResearchcites38screensintheSouthEastshowingmainlyspecialisedfilms(12.7%ofallscreens).

2.1 ExistingcinemasinthevicinityofTenterden

Cinema Town DistancefromTenterden

Facilities

Kino Hawkhurst 11miles20minsdrivetime

1screen,91seats,caféBuiltinformervillagehall

Kino Rye 11miles25minsdrivetime

2screens,98&46seatsPrivatefunctionroom.CafébarBuiltinformerschoolbuilding

Cineworld EurekaLeisurePark,Ashford

13miles25minsdrivetime

12screens,62to344seatsIMAXscreenand4DXmotionseats2planned

Odeon KnightsParkLeisurePark,TunbridgeWells


9screens,119to380seatsCromapizzarestaurantwithinthemultiplex

2.2 Plannedcinemasindevelopment

Cinema Location DistancefromTenterden

Facilities

Picturehouse ElwickPlace,Ashford


6screens,950seatsintotal.Developer:Stanhope.Atleastonecafébarandpossiblyarestaurant.Duetoopenlate2018/early2019.

Everyman TunbridgeWells


3screens,barandrestaurantDeveloper:AltitudeRealEstate.PartofBelvederedevelopment.Duetoopensummer2020.

Note: Both the Picturehouse and Everyman cinemas form part of larger redevelopmentschemesincludingrestaurants,retailunits,parking,andahotel(ElwickPlacedevelopment).

1SouthEastEnglandhasthesecondhighestadmissionsperscreen.EastofEnglandistopwith54,369butithasthefewestscreensper100,000population.Source:BFIStatisticalYearbook201724DXmotionseatsaresynchronisedtothefilmandaugmentsthepresentationwithenvironmentaleffectssuchasseatmotion,wind,rain,fog,lights,andscentsalongwiththestandardvideoandaudio.


3 Thecinemasector

3.1 BoutiquecinemasSince the advent of digital cinema projection systems around 2005, the term ‘boutiquecinema’hasbecomewidelyusedtodescribeaparticulartypeofcinemawhichissmaller,moreluxurious,andmoreupmarketthanamultiplexcinema.Boutiquecinemasareoftenfoundinsmaller towns or in high income centres with a specific catchment population. The KinocinemainRye,TheDepotinLewes,andtheCurzonCinemainCanterburyaregoodexamplesofthisnewmodelwhichemphasisesluxuryandawinebarorcoffeeshopambience.Inanarticletitled‘BoutiqueCinemasOfferMorethanPopcornandSnacks’3theNewYorkTimescite ‘anupdated communalexperience that includes cocktails,artisanal-mindedmealsand

lively conversation.Unlike corporatemultiplexes, theseboutique theaters4 offer a senseof

community.’

Theboutiquemodel is thriving in theUKandmanyotherdeveloped cinemamarkets. ForexampletherapidlyexpandingEverymanCinemacircuitdescribesitselfasfollows:Auniqueexperience,EverymanCinemasisanindependentnetworkofboutiquecinemas.Withapassion

forquality,fromserviceoffoodanddrinktoseatingandfilms,everycinemaalsohasaunique

barorfoyerspace.5

Itisneverthelessimportanttoavoidusingtheterm‘boutiquecinema’toimplyexclusionofcertainsectorsofthepopulation.WhiletheEverymanandCurzoncircuitsundoubtedlyattractamoreaffluentandolderaudience,localboutiquecinemasinsmallertownsappealtomanydifferent audiences including children, young families, young adults and older audiences.These new smaller town cinemas are following an updated approach to leisure andentertainmentbut,firstandforemost,theyarelocalbusinessesprovidingaservicetoalloftheircommunity.InthisreportitisthisinclusivelocalmodelthatisassumedtoberequiredinTenterden.

3.2 SectortrendsCinemaaudiencesbroadlyhavetwodifferingexpectationswhenvisitingthecinema:forthelatestBondorMarvelfilmthepriorityisahugescreen,sometimesreferredtoasaPremiumLarge Format cinema; but for a more intimate occasion something more local, morepersonableandmorerelaxingisdesirable.

AYouGovFilm&Cinemasurveyin2015foundthat45%ofrespondentswenttoacinemafor‘the big screen experience’. Only 7% said theywent to share the experiencewith others.However cinemagoers who visited one of the arthouse or boutique cinemas had amuchstrongeropinionabouttheexperiencewith55%agreeingthat‘Goingtothecinemaisabout

more than just watching the film’. The implication for local cinemas is that they need toemphasise,anddeliver,afriendlypersonalserviceandencourageloyaltytothecinema.

Cinemascomeinanincreasinglydiverserangeofmodelsandwhatiscriticalforonecinemamaybeunimportantforanother.Popcorn,colaandotherfastfoodproductsareconsidered

3https://www.nytimes.com/2016/04/14/fashion/brooklyn-new-york-movies.html‘BoutiqueCinemasOfferMorethanPopcornandSnacks’4IntheUSA,cinemasareoftenreferredtoas‘theatres’or‘movietheatres’5Source:https://www.everymancinema.com/about-everyman


essentialbysomeaudiencesbutactivelyavoidedbyotherswhomaypreferfreshcoffeeandcake or a glass of wine. In the USA, an increasing number of cinemas are offering ‘inauditoriumdining’withupmarketfoodmenusonoffer–atrendthatisonlyjuststartingintheUKatcinemassuchasOdeonWhiteleysinLondon.6

JohnSullivan,cinemapropertyconsultant,recentlycommented:‘CinemagoingintheUKhas

becomean integralpartof the leisureevent, rather thanadestination in itself…Theearly

multiplex development wave was all about convenience and building cheap – what has

becomeincreasinglyapparentisthatthislatestdevelopmentwaveisallaboutstyle,location,

placemakingandsophistication–gettingtherightmix,therightsizeandtherightdesignfor

marketwillbecomeincreasinglyvitalconsiderations.’7

Themaintrendscanbesummarisedasfollows:

• Increasingluxury–destinationvenueswithcafébarsorrestaurantsandhighlevelsofcomfort,especiallyrecliningseatswithmini-tables.

• Premiumtechnicalpresentation–largebrightpictureandclearsound.

• Independent local cinemas re-establishing cinemagoing in smaller towns either inredevelopedvenuesornewbuildpremises.

• Consolidationof‘eventcinema’–liveandrecordedperformancesoftheatre,concert,operaanddanceproductionsbyinternationalstandardcompanies.

3.3 TwinnedactivityCinema visits are often undertaken in conjunctionwith another principal activity. From acinemaperspectiveitis‘badbusiness’tobeoutofanactivitycentreorisolatedfromalliedbusinesses suchas cafés, restaurantsandbars, and shops.Researchbyproperty specialistCushmanandWakefieldhighlighted the fact that that film-goersare increasingly rejectingtravellinglongerdistancesoutoftown:wantinginsteadtomakeavisittothecinemapartofawidertowncentreexperience includinggoingtorestaurantsandbars,orheadingtothecinemastraightafterwork.

Boutiquecinemasinparticulararepromotingtheirhighqualityfoodanddrinkofferingswithsomevenueshavingtwoorthreedifferentcafé/restaurant/barspacesinasinglevenue.ForexampleCurzon’snewOxfordcinemahasfivescreens,acafébar,anighttimebarandlounge,andavirtualrealitylounge.Everymanhasredevelopedtheformertraditionalsingle-screencinemainOxtedtoprovidethreescreens,arestaurantandalargebararea.TheKinoinRyegetsasmanycommentsonsocialmediaaboutthefoodinitscafébarasitdoesaboutthecinemaandfilmsbeingshown.

Theshiftfromanemphasisonthefilmbeingshowntotheoverallexperienceisnowfirmlyestablished particularly for local independent cinemas. The multiplex companies are alsochanging their approach. At the UK Cinema Association conference inMarch 2017, PeterWaugh, Odeon’s head of digital and customer relationship management, described howOdeonwas‘pivotingfromafilm-centrictoguest-centric’strategy.

6http://www.odeon.co.uk/thelounge/7Big2016boxofficesignalsdevelopmentgrowth.www.ozseeker.net19Jan2017


3.4 UpmarketaudiencesOverall, the UK cinema audience tends to be skewed towards the young and upmarketpopulation. The cinema industry has been surveying audiences for many years and theinformationfromthe2016survey,citedbyDigitalCinemaMedia–thelargestcinemascreenadvertisingcompany–reportsthefollowinginformationabouttheABC1demographic:

• 83%ofABC1adultsarecinemagoers,representing60%ofallUKcinemaadmissions• Theyaverage6.6cinemavisitsperyear• 40%goforamealoradrinkafterthefilm,33%goshopping• 40%areaged18-34years,33%aged35-54years,and27%aged55+years.

Cinemagoingisincreasinglyanup-marketactivityandappealstoamuchbroaderagerangethanwasthecase15-20yearsago.TheABC1audiencearegenerallyhappytopaymoreforaqualityexperienceandconsideracinemathebestplacetowatchfilms.

Youngadultsaged16-34consumemorefilmsandmediathaneveracrossarangeofdevicesandtheyareoftenthefirsttoviewnewcinemareleases.Bycontrast,olderpeoplearemorelikelytovisitthecinemaonaweekday,alittlelaterafterafilm’slaunchdate.8

3.5 InvestmentmomentumPhilClapp,ChiefExecutiveoftheUKCinemaAssociationrecentlywrote‘IntheUK,weareseeingunprecedentedlevelsofinvestmentineveryaspectofthecinema-goingexperience.Thatisbenefitingcustomersnotjustatthelargestcircuits’sitesandinthebooming‘boutiquecinema’sector,butalsoatalargenumberoflocalsmallercinemasupanddownthecountry.’9

Cushman&Wakefield’sreportoncinemasin2017identified144proposedvenuesashavinga‘fair’chanceofdevelopmentoverthenextfiveyears–whichwoulddeliverapproximately960screensin3.6msqftofnewcinemaspace–ofwhich45%arealreadylegallycommittedto.Thecurrentbigthreeoperators–Cineworld,ODEONandVue–accountforjust32%oftheoveralltotal.TherestcomesfromanewgenerationofchallengerbrandssuchasTheLight,

EverymanandSavoyandastringofsmallindependentsallkeentocapitaliseoncontinuing

rapidgrowth in cinemawhichhas seenboxoffice sales increaseby17%since2014.10 [myitalics]The research indicated thataround20%of thenewsitesplanned (29sites)are forsmaller,boutiqueorneighbourhoodcinemaoperators

EverymanCinemashaveexpandedrapidlyinrecentyearsandnowhave17cinemaswithafurther8duetoopenby2021.Curzonhaveadded9newsitessince2010andhave5moreindevelopment.Recentlydevelopedorredevelopedsingle-sitelocalcinemasinclude:

• TheDepot,Lewes–aprivatesectordevelopment,openedSpring2017.Threescreens(140, 129& 37 seats). Based on a convertedwarehouse butwith a completely newmodernfoyer,café/restaurantandeducation/trainingsuites.

• Filmhouse,NewlyninCornwall–anothernewprivatesectordevelopment,openedlate2016.Twoscreens(80and55seats)pluscafebar.Theprogrammeincludespopularnew

8Source:FilmDistributorsAssociationYearbook20179‘Whycinemaisn'tdoomedafterall:Theindustryisinrudehealth,despitetheoccasionalluridheadline,saysUKCinemaAssociation’10October2017www.cityam.com10Cushman&Wakefieldresearchshowschallenger,independentbrandsaccountfortwothirdsofvenuedevelopmentpipeline.21March2017www.ozseeker.net


releasefilms,independentandspecialisedfilms,eventcinemaperformances,personalguestQ&As,andisavenueforthelocalfilmsocietyandfilmfestival.

• TheRedCarpetCinema&CafeBar,BartonunderNeedwood,Staffordshire–aprivatesectordevelopment,opened2013.Twoscreensplusrestaurant/cafebar

• Regal, Evesham – reopened in 2012 following a substantial redevelopment whichfeaturestableseatinginthestallsareaandconventionalseatinginthebalcony.Seatingcapacityis306.Thefamilyownedcompanyplanstoaddasecondscreeninthefuture.

• ScalaCinema&ArtsCentre,Prestatyn–alocalauthoritydevelopedvenuenowoperatedby Merlin Cinemas. Two screens, 150 seats in each auditorium. Cafe bar andeducation/trainingroomspaces.

Alongsidethedevelopmentofnewcinemavenues,existingcinemasarebeingrefurbishedtoprovideeverincreasingluxury,hightechnicalstandards,andavarietyoffoodandbeverageoptions.Reclinerseating isbeing installed ina largenumberofOdeon,ShowcaseandVuemultiplexesandinmanyinstancesthesemultiplexesarerecordinglargeincreases(50%+)intotaladmissions.ForexampleVueinCambridgereportedariseintotaladmissionsfollowinginstallationof luxury armchair-style recliner seats, reducing seating capacity by 70%, from1,718conventionalcinemaseatsto515reclinerseats.Independentcinemashavenot(yet)adopted reclining seating but rather ensure that high quality cinema seats and sofas areprovided.

Key insight: anewcinema inTenterdenneeds toprovideahighquality leisureexperience

which can compete with othermodern cinemas such as the Kino in Rye or the Curzon in

Canterbury.Thevenueshouldbedistinctiveandincorporateagoodqualitycafébar.

3.6 Programmetrends

3.6.1 Largeincreaseinthenumberoffilmsreleased

Thenumberoffilmsreleasedeachyearhasgrownrapidlyoverthepastdecade.821featurefilmswerereleasedintheUKduring2016plusover100eventcinemaperformances–morethantwicethenumberreleasedin2005.Filmsstayonreleaseandinpublicawarenessformuchshorterperiodsthantenortwentyyearsago.Ifacinemadoesn’tscreennewreleasefilmsonorsoonaftertheUKreleasedateitwillfailtoattractalargesectionofthepotentialaudience.Admissionstothemajorityofmainstreamfilmsdeclineby50%-60%foreachweekaftertheinitialrelease.Independentandspecialisedfilmsmayonlystayonreleasefor2-4weeksalthoughasmallnumbersuchasTheLadyintheVanhaveamuchlongerlifeincinemas.

3.6.2 Eventcinemaperformances

Eventcinema(theatre,operas,music,ballet,rockconcerts,exhibitions) iscontinuingtobeimportant especially for independent cinemas and venues which can offer an experiencewhichisclosertoattendingaliveperformance.FortheUKcinemasectorasawhole,eventcinemaperformancesaccountforaround3%oftotalcinemaadmissions.Incontrast,somelocalcinemassuchasChichesterCinemaatNewParkCommunityCentreattractover10%oftheiradmissions,andgenerate20%ormoreoftheirturnover,fromtheseperformances.


3.6.3 Non-cinemaviewingcontinuestogrow

Thereareincreasingopportunitiestouseonlineandbroadcastservicestoviewfilmsonhighqualityhomecinemasystemsandonmobiletabletcomputers.Netflix,AmazonPrime,Mubi,Sky, iTunes, and other services competewith cinemagoing in terms of ease of use, price,availability, and freedom from distractions in a public auditorium. Younger audiences inparticularusemultiplewaysofwatchingfilms.Thechallengeforcinemas is toensurethattheyofferaworthwhileexperiencewhichisclearlybetterthanthehomeviewingexperience.Attracting the teenage/twenties audience can be a particular challenge for local cinemasunlessthecinemasofferanappropriate‘bigscreen’experiencewhichcomparesfavourablywithmultiplexscreenings.

Keyinsight:thefilmsectorismuchbusiernowthaninpreviousdecadesandcinemasneedto

be developed to address issues including: huge number of films and event cinema

performances available; films staying in the public conscience for a short time; and the

continuingriseofnon-cinemaviewingopportunities.


4 ThemarketforacinemainTenterdenAccording to the 2011 Census, the population of Tenterden is 7,735. In comparison thepopulationinHawkhurstwas4,911andinRye4,773.

The catchment for cinema audiences is usually analysed with reference to a drivetimecatchment boundary. Cinemagoing is typically a local activity with most rural audiencespreferringavenuewithin10-20minutesdrivetimeoftheirhome.Urbanaudiencestendtoselectcinemawithinacertaindistance,forexample3-5milesfromhome.

Forthisstudytwosourcesofinformationhavebeenreviewed:KentCountyCouncildataatward level; and more detailed information based on a 15-minute drivetime catchmentanalysedusingCACI’sACORN11classificationsystem.

4.1 WardlevelpopulationdataKentCountyCouncilprovideswardleveldetailsoftheresidentpopulation.Thedataprovidesinformationonpopulationage,health,employment,education,deprivationanddiversity.Forthis study themain focus is on twoaspectsof thepopulationdata: theageprofileof theresidentpopulation;and thecharacteristicsof thepopulationasanalysedusingExperian’sMosaic12classificationsystem.

Thepopulationage‘pyramidcharts’forfourwards13inandaroundTenterdenareshowninAppendix1.Thesechartsveryclearlyillustratethepredominanceofresidentsaged50+yearsand the low number of younger residents, especially those aged 20–40 years old. The‘pyramid’forallEnglandandWalesisshowninAppendix1forcomparison.

ComparingtheelectricalwardpopulationsofTenterdenwithRyeandHawkhurst indicatesthattheTenterdenpopulationagainshowsalargernumberofolderresidents(41%aged60+years)comparedwitheitherRye(36%)orHawkhurst(29%).

Source:www.citypopulation.de

11ACORN=AClassificationofResidentialNeighbourhoods.ItisageodemographicclassificationsystemdevelopedbyCACILtdandwidelyusedtoinvestigatethelikelybehaviourofselectedareasoftheUK.12MosaicisaclassificationsystemdesignedbyExperiantoprofilethecharacteristicsoftheUKpopulation.13TenterdenNorth,TenderdenSouth,Rolvenden&TenterdenWest,StMichaels.

0%

4%

8%

12%

16%

20%

0-9yrs 10-19yrs

20-29yrs

30-39yrs

40-49yrs

50-59yrs

60-69yrs

70-79yrs

80+yrs

PopulationAgeComparison

Tenterden Rye Hawkhurst Kent


TheagedistributionoftheTenterdencatchmentpopulationisverydifferentfromtheoverallcinemagoingaudienceasshownbelow.

Source:BFIStatisticalYearbook2017

Howevertwoimportanttrendstonoteinthecinemagoingaudiencearethedeclineinthe15-24yearoldaudience(whichneverthelessisstillthelargestcinemagoingagegroup),andthegradual but consistent growth in the 45+ year old audience, especially the 55+ year oldaudience.ThesetwotrendsunderpinthedecisionofcompaniessuchasEveryman,Light,Kino,andotherstoprioritisetheupmarket,oldercinemagoerinthedesignoftheircinemaswhilecontinuingtoensurethatthevenuesarestillcapableofappealingto25+yearoldaudiences.Theunder25-yearoldaudiencewillinmostinstancespreferthemultiplexexperiencewithassociatedbrandedrestaurantsandfastfoodfacilities.

The Mosaic classification data identifies six population categories which are particularlyprevalentinthefourselectedwards:

TenterdenNorth

TenterdenSouth

StMichaels

Rolvenden&TWest

ResidentPopulation14 2,170 2,400 2,320 2,490

MOSAICCategory CountryLiving-Welloffownersinrurallocationsenjoyingthebenefitsofcountrylife

12.4% 28.3% 64.0%

PrestigePositions-Establishedfamiliesinlargedetachedhomeslivingupmarketlifestyles

22.3% 17.7% 16.1%

DomesticSuccess-Thrivingfamilieswhoarebusybringingupchildrenandfollowingcareers

11.3% 11.1% 14.2%

SuburbanStability-Maturesuburbanownerslivinginsettledlivesinmid-rangehousing

19.8%

SeniorSecurity-Elderlypeoplewithassetswhoareenjoyingacomfortableretirement

36.9% 11.4%

Sub-total(numberofpopulation) 1,530 1,262 1,819 1,594

14Source:2016Mid-YearEstimates,TheOfficeforNationalStatistics.©CrownCopyright-2016

-

10.0

20.0

30.0

40.0

Age7-14 Age15-24Age25-34Age35-44Age45-54 Age55+

Agedistributionofadmissions,2012–2016

2012 2013 2014 2015 2016


RuralReality-Householderslivingininexpensivehomesinvillagecommunities

28.0%

FamilyBasics-Familieswithlimitedresourceswhohavetobudgettomakeendsmeet

15.1%

VintageValue–Elderlypeoplereliantonsupporttomeetfinancialorpracticalneeds

15.4% 14.0%

Thefirstfourcategoriestotal6,200individualswhoaremorelikelytopreferanindependentlocalcinemaalongthelinesoftheKinoinRyeortheDepotinLewes.Thelastthreecategoriesincludeindividualswhoarelesslikelytovisitanycinemaduetolimitedfinances,transportdifficulties,orpoorhealth.

4.2 ACORNdemographicanalysisACORNdataforthe15-minutedrivetimecatchmentcentredontheTownHallallowsamoredetailedexaminationofthelikelycinema-goingpotentialoftheresidentpopulation.Themapbelow shows the 15-minute catchment boundary (thick black line). The blue shaded areashowstheareaswherethedominantACORNGroup(‘Executivewealth’)reside.Thepalebluecentralareaindicatesthedifferentdominantgroup(‘Maturemoney’).

Copyright:CACILtd

The total populationwithin the 15-minute catchment is 20,105. The ACORN classificationsystem (see Appendix 2) analyses the chosen population into 6 Categories which aresubdivided into 18 Groups and finally into 62 Types. The catchment population is thencomparedtotheUKpopulationinordertoidentifyover-representedandunder-representedCategories,GroupsandTypes.Thecomparisonisrepresentedasanindexwhere100indicatesthere are the same proportion of residents in the particular category as are in the UKpopulationasawhole.Highindices indicatethatthereareproportionatelymorepeople inthecatchmentforthecategorycomparedtotheUKaverage.


The data for the 15-catchment centred on Tenterden reveals the following Types whichaccountfor16,207(81%)ofthecatchmentpopulation:

ACORNCategory ACORNGroup ACORNType Catchmentpopulation

Index

Affluentachievers Executivewealth Assetrichfamilies 910 182 Wealthycountryside

commuters4,088 861

Maturemoney Better-offvillagers 3,533 648 Retired&emptynesters 1,345 314 Upmarketdownsizers 425 227Comfortablecommunities

Countrysidecommunities

Largerfamiliesinruralareas 852 225

Owneroccupiersinsmalltowns&villages

1,582 265

Successfulsuburbs Semi-professionalfamilies,owneroccupiedneighbourhoods

939 208

Financialstretched

Strivingfamilies Labouringsemi-ruralestates 2,533 738

AsummaryofthecharacteristicsoftheseACORNTypesareattachedinAppendix2.NoneoftheACORNTypeswhichareprominentintheTenterdencatchmentarenotedforfeaturingregularcinemagoers,atleasttomainstreamcinematypifiedbymultiplexesand‘blockbuster’fantasyandactionfilms.Insteadthereisclearevidenceabouthighlevelsofdisposableincomewhichwouldtendtosupportacinemavenueprovidedthatitincludedagoodwinebarstylecafé,loungeorrestaurant.

While the ACORN classification descriptions differ from those used by Mosaic there isagreementabouttheaffluence,prosperity,andgeneralstabilityofoverhalfthecatchmentpopulation.Incontrast15%–20%ofthepopulationhavemuchlessdisposableincomeandareclassified as financial stretched and unlikely to afford the prices at an upmarket boutiquecinema.

ThedemographicsoftheTenterdencatchmentaresimilartoseveralotherareawheretherearesuccessfullocalcinemas,forexampleAldeburghCinema15inSuffolkwhichhasaslightlylessprosperousandsmallerpopulationbutotherwisequiteasimilarprofile.

Key insight: The catchment population centred on Tenterden does not exhibit strong

cinemagoing potential based on UK-wide indices, and is therefore less likely to attract a

mainstream-orientedcinemaoperator.Neverthelessthecharacteristicsofthepopulationare

similartothoseforsuccessfullocalcinemasinseveralsmallertowns.

4.3 ImpactofnewhousingTheTent1developmentprojecttothesouthofTenterdentowncentreincludesupto475homesandapubliccarparkwithapproximately200carparkspaces.

HousebuilderDandaraisoffering2,3,4and5bedroomhomesinatraditionalarchitecturalstylepricedfrom£440,000to£755,000.TaylorWimpeyisbuilding73privatehousesonland

15AldeburghCinemaisasinglescreenvenue(butaimingtoaddasecondscreen)whichattracts35,000-40,000admissionsannually.Italsohasalongrunningandsuccessfulfilmfestival.


offSmallhytheRoadincluding1,2,3,4and5/6bedroomhomespriced,andisalsodevelopingasiteatHaldenField,Rolvenden.

Ashford Borough Council has also identified six additional potential locations for futurehousingdevelopment,fiveofwhichlietotheeastofthemaintowncentre.

Thenewresidentpopulationislikelytohaveayoungerageprofilethanfortheexistingtownpopulationandtheirrequirementsforcinemaprovisionwilltendmoretowardsanaffordable‘bigscreen’experienceratherthanboutique/winebarstylecinemas.

4.4 AttendanceestimationAt this early stage the attendance potential can be investigated but a detailed estimaterequiresaparticulardevelopmentmodeltobeexamined.OncetheStage2architecturalstudyis concluded the attendance estimate will be updated to take account of the number ofauditoria,theseatingcapacity,thefoodandbeveragefacilities,thelocationandvisibilityofthevenue.

4.4.1 AttendanceatalocalindependentcinemaThepatternofattendanceatalocalcinemainasmalltownintherelativelyprosperoussouthof England, is likely to differ from the generalmultiplex trends in a number of importantrespects:

• Less emphasis on Fri-Sun weekend attendances. Amore even spread of attendancethroughouttheweekismorelikelywithsomefilmsattractingmostoftheadmissionsmid-weekratherthanatweekends.

• Lessemphasisonthe8pmeveningperformance.Olderaudiencesandpeopletravellingfromruralareasoftenpreferdaytimeandearlyeveningperformances.

• MajorHollywood‘tentpole’releases–typicallyaction/fantasyfilmsbutalso includingchildrens/familyorientedanimatedfilmsfromPixar/DisneyandDreamworks–arelessimportantforanindependentsmalltowncinema(theaudiencesfortentpolereleasespredominantlyvisitmultiplexestoseethesefilms).

• ‘Eventcinema’performances(liverelaysorrecordedperformancesoftheatre,music,dance,andopera)areoftenverywellattendedandsellout.

These factors influence the anticipated attendance level that can be achieved at a localcinema.Therearemanyinstancesofsuchcinemasoutperformingwhatmightbeexpectedbasedonthemoreusualcinemaattendancebenchmarks.

4.4.2 AdmissionsperresidentUK cinema admissions over the past decade have averaged 2.6 visits per resident. In theSouthernITVregiontherateis3.2visitsperyear.Basedonthisrateofattendancethe15-minutecatchmentpopulationwouldgenerate64,336admissionsperyear.Theattendancerateforresidentslivingwithinthetownmaybehigherwith5+visitsperyearcommonlyfoundforwell-liked local cinemas16.However somecinemagoerswill continue tobeattracted tosurrounding cinemas in Hawkhurst, Rye, Ashford, and perhaps TunbridgeWells especially

16DatacitedbyCineworldduringthecinemaplanninginquiryinTrowbridge(January2014)indicatedcinemaattendanceratesforAshfordas7.6visitsperyear.


whenacinematrip iscombinedwithshoppingorvisiting friendsand family.Aprovisionalestimateforannualadmissionsisshowninthetablebelow:

Residentpopulation

(2011census)

Attendanceperyearperresident

Admissionsperyear

ReductionduetocompetitionfromHawkhust,Rye&Ashford

TotalEstimate

Tenterden 7,735 6 46,410 25% 34,808

Outercatchmentarea

12,370 3 37,110 50% 18,555

Totalestimate 20,105 83,520 53,363

Theestimateaboveassumesthatacinema inTenterdenwillprovideacomparable leisureandcinemagoingexperiencetoothercinemasthatresidentsmaychoosetovisit.

4.4.3 AdmissionsperscreenIn2016therewere4,150cinemascreensintheUKand168.3millionannualadmissions.Thisrepresentsanaverageof40,545admissionsperscreen.Thedecline in therateperscreenshowninthechartbelowisduetothe18%increaseinthenumberofcinemascreensovertheperiod,especiallyinthepastfiveyears,whileatthesametimetheoveralllevelofcinemaadmissionshasremainedessentiallystatic.

Source:BFIStatisticalYearbook2017

4.4.4 ComparatorcinemasCinemasectorbenchmarksanddemographicdataareimportantforestimatingthepotentialfor developing a cinema– and both are used extensively by cinema companies – but thespecific characteristicsofeach local cinema,especially themanagementof thevenue,areoftenthedeterminingfactors.

Onesingle-screencinemaintheEastofEnglandwhichtheauthorhasworkedwithatvariousstagesoveraperiodof15years,increasedannualattendancefrom12,500admissionsin2001to63,000admissions in2016,duealmostentirelytothe improvedqualityofmanagementandwithnomaterialchangestothefacilities.Thisrepresentsa400%increasecomparedto8%growthinUKcinemaadmissionsoverthesameperiod.


Singlescreenindependentcinemas

Cinema Seatingcapacity Annualadmissions Townpopulation

KinoHawkhurst 91seats 50,000+ 4,900

Aldeburgh 253seats 35,000–40,000 2,500

Ritz,Belper 99seats 60,000 21,800RegalStowmarket 234seats 60,000+ 19,300

Twoorthreescreenindependentcinemas

Cinema Seatingcapacity Annualadmissions Townpopulation

Kino,Rye 98+46seats ? 4,800

Picturedrome,BognorRegis

315+86+33seats 120,000+ 24,000

MerlinCinema,Thurso 152+88seats 50,000+

4.4.5 PotentialaudienceforacinemainTenterdenBasedontheinformationoutlinedaboveitisreasonabletoexpectthatthepotentialaudienceforamodernlocalcinemainTenterdenwouldbeintheregionof40,000–70,000admissionsperyear.The lowerestimatewouldrepresentasinglescreenvenuewith limitedfoodandbeveragefacilitieswhiletheupperestimatewouldbeappropriatefora2-3screenup-marketboutiquecinemawithwinebarstylecafé.Inbothinstancesthemainaudiencesforthecinemawouldpredominantlybeoldercinemagoersplusyoungchildrenandyoungfamilies.


5 Potentialdevelopmentmodels

5.1 BuildingsThefacilitiestobedevelopedwillultimatelydependonthesiteorbuildingselected.HoweverthefollowingoutlineschedulesofaccommodationprovideanindicationofthefacilitiesthatcouldbeappropriateforacinemainTenterden.

5.1.1 Singlescreencinema• Auditoriumseating100–120(seatingtobehighspecificationnon-tipping,possibly

includingsomesofas,butnotreclinerseating)• Either:projectionroomorserverroom/technicalhub• Cafébarwith25–40covers;kitchen;storeroom• Foyerwithsalescounter;storeroom• Staffoffices,storesandtoilets• Plantroom

5.1.2 Multi-screencinema• 2–4auditoriaseating25–120dependingonbuildingconstraints.Totalseating

capacityatleast100,ideally150.(Seatingtobehighspecificationnon-tippinginmostoftheauditoria.Recliningseatscouldbeconsideredforoneauditorium.)

• Either:projectionroomorserverroom/technicalhub• Cafébarwith30–40covers;kitchen;storeroom.Possiblyasecondsmallbararea.• Multi-useroomforprivatehires,educationortrainingcourses,meetings,parties,etc• Foyerwithsalescounter;storeroom• Staffoffices,storesandtoilets• Plantroom

5.1.3 Sharedusevenue/Part-timecinema• Auditoriumseating100–120,butnotmorethan200(seatingtobeahighspecification

cinema-suitabledesign17,probablytip-up,andcouldbeonaretractableplatform)• Either:projectionroom/controlroomorserverroom/technicalhub• Cafébarwith30–40covers;kitchen;storeroom• Foyerwithsalescountersuitableforcinemaconfectioneryetc;storeroom• Staffoffices,storesandtoilets• Plantroom

5.1.4 TheBigScreenexperienceBoutique,localcinemasoftenhaverelativelysmallcapacityauditoria,typicallywith25upto75seats.Despitethesmallsizeitisimportantthata‘bigscreen’experienceiscreatedinordertoclearlydifferentiatethepicture,soundandcomfortfromahomeviewingexperience.Wall-to-wallscreens,unobstructedsightlines,andexcellentacousticsshouldalwaysbeprovided–becausetheywillbeprovidedatcompetitorcinemas.Whilethisissueisarguablylessrelevantformanyindependentfilmsanddramasitisdefinitelyimportantforyoungeraudiencesand

17Cinemaseatingisdesignedfor2-3hoursusebyaudiencesandhasahighstandardofcomfort.Highseatbacksandgenerousseatwidthsarestandardrequirementsbuttheseareseldommetbyotherformsofauditoriumseatingsuchasiscommonlyfoundinartscentres,communitycentresandleisure/sportshalls.Thereforeifamulti-usevenueisproposedtheauditoriumseatingmustbeofanadequatestandardforcinemaaudiences.


forhighprofilemainstreamfilmssuchasStarWars,Marvelfilms,andotherfantasyoractionfilmswhichbenefitfromlargescreensandpowerfulsoundsystems.

5.1.5 Rationaleforamulti-screenvenueTherearesuccessfulsinglescreencinemasthroughouttheUKbutfew,ifany,newlycreatedcinemashavelessthantwoscreens.Operatorsofsinglescreencinemasalmostalwayscitetheneedforasecondorthirdscreentoimprovetheirbusiness.Theperceivedneedfortwoormoreauditoriaisdrivenbyarangeoffactorsincluding:

• Thebroadrangeofcinemaaudiences,fromyoungchildren,throughfamilygroups,toyoung adults and couples, to senior cinemagoers. There are multiple audiences forcinema films, often with widely differing tastes. With a single screen whatever isprogrammedwillalwaysprecludeaportionofthepotentialaudience.Additionalscreenscanprovideacinemaservicetodifferentaudiencesatthesametime–achildren’sfilminonescreenandanindependentadult-orienteddramainanotherscreen.

• Forthepasttwoyearsover800featurefilmsplus100eventcinemaperformanceshavebeen released annually in the UK. It is impossible for any cinema to screen even amajority of these films but two or more screens increases the options for a localaudience.

• Highprofile‘blockbuster’filmreleasessuchasStarWars,JamesBond,MarvelandDCComics fantasies, Disney/Pixar animated films, or one-off titles such as Dunkirk orPaddington2willbeofferedtocinemasbyfilmdistributorsontermswhichrequirethecinematoscreenthefilmeveryday,usuallyforeveryperformanceforaperiodoftwoormoreweeks.Thesecontractualrestrictionsresultinthecinemanotbeingabletoshowanyotherfilmsoreventcinemaperformancesduringthatperiod,therebyreducingthemotivationforsomelocalaudiencestovisitthecinema.Thissituationmayoccurseveraltimeseachyear.Localcinemascanmitigatetherestrictionbybookingthefilmaweekortwoaftertheinitialreleasebutforeachweekthatpassestheboxofficepotentialofthefilmdeclines,typicallyby40%–60%perweek–thepriceofimprovedflexibilityofprogrammingis,potentially,reducedincomegeneration.

• Projectionoffilmsinmoderndigitalcinemasisfullyautomatedsotheoperationofatwoorthreescreencinemaisnotmateriallymoreexpensivethanforasinglescreencinema.Howevertheincomegenerationpossibilities–andthereforetheviabilityofthecinema–aregreatlyimproved.

5.1.6 FutureexpansionThe cinema sector is continually evolving, adapting to new technologies and to audiencetastes and behaviour. The current wave of investment includes a large amount ofrefurbishmenttocinemaswhichwerebuiltwithinthepast20years.Wheninvestigatingthearchitectural potential for a new cinema in Tenterden it would be worth including apreliminaryassessmentof thepotential toaddfacilities in the future,especiallyadditionalauditoriaorscreeninglounges.


5.2 Developer/operator

5.2.1 CinemacircuitSeveral smaller cinema circuits are actively developing new cinemas throughout the UK.EverymanCinemas,CurzonCinemas,Picturehouse,MerlinCinemas,ReelCinemasandLightCinemashavealldevelopednewcinemasinmediumsizeorsmallertownsinrecentyears.Generallythesecompaniesconsiderlocationswithatownorcatchmentpopulationcapableofsupportinginexcessof100,000admissionsperyear.Dependingontheparticularlocationandthelocaldemographicsthisusuallymeanstownswithapopulationof20,000ormoreandamuch largerpotential catchmentpopulation. In themajorityof instances thecompaniesworkwithpropertydevelopersand/orlocalauthoritiestodevelopthenewcinemas.

Apart from London where it has 10 cinemas, Curzon operates cinemas in Canterbury (3screens),Knutsford(1screen),Ripon(2screens),Oxford(5screens),andSheffield(3screens).TheCurzoninRipon(population16,700)issimilartotheKinoinRyewitha58seatand38seatauditoriaalongwithtwolicensedbars.NewlyopenedCurzoncinemasinCanterburyandSheffieldhaveauditoriaseatingbetween39and89cinemagoersandatotalof160(Sheffield)and220seats(Canterbury).

CurzonRipon(Source:Curzon)

Everymanhas11cinemasintheLondonareaandoperates,or isdevelopingcinemasin19other towns including TunbridgeWells where a 3 screen cinema is planned for 2020. Incontrast to Curzon which regularly screens arthouse films, the Everyman circuit ispredominantlyamainstreamcinemacircuit.

EverymanBirmingham(Source:Everyman)


5.2.2 PrivateinvestorAsmallbutgrowingnumberofprivateinvestorsaredevelopingindependentlocalcinemas.RecentexamplesincludeTheDepotinLewes,NewlynFilmhouse18,TheRedCarpetCinemainBarton-under-Needwood19, the Jam Jar Cinema in Whitley Bay20. Most of these cinemasincludeatleasttwoauditoria,orarecurrentlyplanningadditionalauditoria.

5.2.3 Public-PrivatepartnershipTherecentlyopenedLightCinemainThetford(population24,500)isauniqueexampleofamainstreammultiplexoperatorcreatinga3-screenvenueinasmallertown21.Thecinemawasdeveloped in partnership with Breckland Council as part of a town centre regenerationschemeinvolvingaTravelodgeHotelandfivefoodandbeverageoutlets.Accordingtoindustrysourcesthecinemaistradingatthelevelof130,000-140,000admissionsperyear,averyhighnumberforarelativelysmallcinemawithjust251seatsintotal.

5.2.4 CharitabletrustAnumberofartscentres,runbycharitabletrusts,includepart-timecinemafacilities,oftenina multi-purpose auditorium. The advent of digital cinema projection has made cinemascreeningsamuchmoreattractiveoptionforartscentrevenuesespeciallyinruralareasandsmallertowns.Sharedusevenuescanprovideavaluablelocalcinemaservicealthoughthecinemaoperationwill invariablybepart-time, typicallyscreening films foronlyoneor twodaysperweek.Theviabilityofthistypeofvenueisusuallydependentonanannualgrantandfundraising.

Occasionallymulti-artsvenues,suchasMareel22inShetlandortheGalaTheatreandCinemainDurham23,includeoneortwodedicatedcinemaauditoriaalthoughthesevenuestendtobeexpensiveflagshipfacilities.MareelandGalabothcostintheregionof£15million.

5.2.5 CommunityInterestCompanyThislegalformissuitablefornot-for-profitcompanieswithasocialandcommunitypurpose.ACIChascharacteristicsofbothcommercialcompaniesandcharitablebodies.InparticularaCICcanraisefundsfrompublicsourcesandalsobyaccessingthedebtmarketsforloansandbonds. A CICmay be a suitable form of organisation to undertake the development of acinemainTenterdenduetotheabilitytotakeonloansinordertofundthecreationofthecinema.However thiswould require the cinema to be sufficiently profitable to repay anyloans.Asmallsinglescreencinemawouldfindlargeloanrepaymentsextremelyonerous.

5.2.6 PublicinvestorTherearenowrelativelyfewcinemaswhichareownedand/oroperatedbypublicbodiessuchasTownCouncils.Examplesinclude:

• TheRegalTheatre&CinemainStowmarketwhichisownedandsuccessfullyoperatedbyStowmarketTownCouncil.CurrentlytheTownCouncil isworkingwithMid-SuffolkDistrictCouncilonplanstoupgradetheRegalwiththeadditionoftwonewauditoriaand

18http://newlynfilmhouse.com19http://www.redcarpetcinema.co.uk20http://www.jamjarcinema.com21TheLightinThetfordhas3screensseating:91,85and75.22https://www.shetlandarts.org/venues/mareel23https://www.galadurham.co.uk


improvementstoitsotherfacilities.Bothcouncilsareproposingtocontributetothe£2.5millionredevelopmentbudget.

• TheScalaCinema&ArtsCentre,Prestatyn.OwnedbyDenbighshireCountyCouncilandredevelopedin2009tocreatea2-screenvenuewithcafébar,trainingsuite,andgallery.PrestatynTownCouncilcontributed£1millionofprudentialborrowingtowardsthe£3.5million budget. The venue was initially operated by a charitable trust but it is nowoperatedbyprivatecinemaoperatorMerlinCinemas.

5.2.7 GeneralobservationsInalmostallinstances,thecreationofacinemainasmallertownhasinvolvedsomeformofpublic funding. This may be Section 106 monies, regeneration or enterprise funding,prudentialborrowing,windfallfunds,orLotteryfunding.Insomeinstancesthepublicfundingisprimarily for themainconstructionor redevelopmentcostswith the fitoutof technicalequipment, seats and other furnishings undertaken by the operator (typically a privatecompanyoracharitabletrust).

Tenterden Town Council is an appropriate agent to lead the initial stages of a cinemadevelopment in the townbut as theproject progresses itmaybe desirable to establish aseparateorganisation,perhapsacharitabletrustoraCIC,inordertodevelopthecinematoeithera‘greyshell’stageorafullyfittedoutcinema.Cruciallythelocalcommunity,throughtheTownCouncil,wouldinfluencewhatwasdeveloped,subjecttoavailablefunds.

Localauthoritiesarerarelyinvolvedintheactualoperationofcinemasalthoughoccasionallytheyprovideasmallannualoperatingsubsidywhichmaybeintheformofservicesprovided–administration,marketing,personnel,cashflowassistance–ratherthancash.

5.2.8 WhatmightbedevelopedinTenterden?i) Thetownandthelocalcatchmentaretoosmalltoattractanyoftheexistingspecialist

cinema circuit operators such as Curzon, Everyman, or Light. It may however beattractive to Kino Digital for two reasons: firstly to complement their cinemas inHawkhurstandRyetocreatealocalmini-circuit;andsecondlytopreventacompetitortaking some of their audience from the Hawkhurst and Rye cinemas. If Kino do notbecome involved then the Town Council may be the appropriate body to take onresponsibilityforleadingthedevelopment.

ii) ThemajorityofthebudgettodevelopacinemainTenterdenislikelytocomefrompublicfunds,supplementedbylocalfundraisingandperhapssomegrantfunding.Currentlythiswould indicate a budget of up to £1million. Unless substantial additional funds areavailable,thedevelopmentbudgetisinsufficienttoconsideranewbuildoption.Insteadconversionofanexistingbuildingismorelikelytobeachievable.

iii) Alargeportionofthepotentialaudiencewillcomefromtheolderagegroups.Inordertodeliveralocalcinemagoingexperiencewhichispreferredtotravellingelsewhere,acinema in Tenterden will need to offer a comparable high standard experience andincludeagoodcafébaraswellasacomfortablecinemaauditorium.


6 DevelopmentoptionsappraisalAnarchitecturalandcostassessmentofthebuildingsandsitescurrentlyunderconsiderationwillbeprovidedbycinemaarchitectStefanieFischerandquantitysurveyorChrisGoucherinthesecondstageofthisstudy.

HoweveritisimportanttorecognisethatinalmosteveryinstancethroughouttheUKitisacombinationof favourableopportunitiesataparticularmoment that result inanew localcinema rather than a purely objective assessment. For example a suitable building maybecomeavailable,orasourceofpublicorprivatefundingisavailable,orahighlymotivatedindividualorcompanydecidestodevelopandoperateacinema(aswasthecaseinNewlyn,Lewes,Hawkhurst,Rye,Belper,Aberfeldy,Barton-under-Needwood24,Thetfordandothers).

6.1 AssessmentfactorsThe table below outlines factors which are involved in assessing the practicality anddesirabilityofdevelopingacinemafacilityinthetown.TheoptionsproposedinStage2willbeevaluatedagainsttheseandothercriteriaforthefinalreport.

Location Wouldthecinemabereadilyvisible?Whatcomplementaryfacilitiesarenearby?(e.g.cafes,bars,shops)

Transport Istherenearbyparking?Isthebuilding/siteclosetomainbusroutes?

Developmentpracticality

Whatconstraintsarethereonconstructionwork?Doesthebuildingorsiteprovideadequatespacefortherequiredfacilities?Istherescopeforfutureexpansion?

Timescale Howquicklycouldacinemabedeveloped?Woulddevelopmentbeaffectedbyothernearbyschemes?

Ownership Doesthebuildingorsiteneedtobepurchasedorleased?Ifso,whataretheacquisition/leasecosts?

Capitalcosts Whataretheestimated(re)developmentcosts?Whatfundingiscurrentlyavailable?Whatispotentiallyavailable?Aretherepartnersavailabletosharecosts?

Operatingconstraints

Couldthecinemafacilitybeoperatedefficiently?Forexample,wouldthevenuebeeasytooperatewithminimalstaff?Whatarethelikelyenergycosts?Aretheretechnicalconstraints?

Facilitiestobedeveloped

Numberandsizeofcinemaauditoria?Foodandbeveragefacilities?Spaces/roomsforhire,foreducationortraining,forparties,etc?

Operation Whowouldownthecinema?Whowouldoperatethecinema?

24See:https://youtu.be/zyRw0aM4Jcgforashortvideoaboutthe2-screencinemaandcafébaratBarton-under-Needwood.Thecinemawasfunded50:50frompersonalfundsandfromtheGrowingPlacesFundoperatedbyGreaterBirmingham&SolihullLocalEnterprisePartnership.


6.2 Preliminaryassessmentofsitesandbuildings

6.2.1 LandtorearofTownHallThesiteisusedbytheWoolpackHotelandthefreeholderisEnterpriseInns.Anadjacentplotof land is owned by WX Investments. Access from the High Street is through a coveredpassageway. The restricted access and its impact on a construction programme will beexaminedinStage2.Thismayincludeanyadditionaldevelopmentcostsresultingfrom,forexample,smallerthanusualvehiclesbeingrequiredtoaccessthesite.

Considerationwouldneedtobegiventocreatinganattractiveentranceleadingthroughtothecinemaattherear.Themajorityofusersofthecinemawouldbelocalresidentssotheout-of-sightlocationandrestrictedaccesswouldnotbelikelytoadverselyaffecttheviabilityofacinemainthislocation.

Thesitemaybelargeenoughtocreateamulti-screenvenuewithanoutdoorterracearea,althoughtheremaybe‘goodneighbour’issuestoconsider,especiallyinrelationtonoisefromaudiencesarrivinganddepartingfromthecinema.

6.2.2 55HighStreet(occupiedbyWhiteStuff)+MilleniumGardenlandThebuildingandtheMilleniumGardenstotherearareownedbyTenterdenTownCouncilandtheleasetoWhiteStuffisduetoexpirein2021.WithanattractivefrontageontotheHighStreetthisispotentiallyagoodcandidateforalocalcinemaoperation.

Counteringtheadvantagesofthefavourablelocationistherelativelysmallsizeofthebuildingandlimitedpotentialtodevelopadditionalfacilitiesattherear.Accesstotherearofthesitemay difficult for construction traffic and this issue will be addressed in Stage 2. Detailedexaminationofthisbuildingbythearchitectisrequiredinordertoproperlyassessitspotentialforconversion.

Ifaschemecouldbedesignedwhichcreatedeitheragood80-100seatsingleauditoriumorpreferablya2-screenvenue(withatleast80-100seatsintotal)alongwithacafébaratthefrontofthebuildingthen55HighStreetmaybeagood,viableoption.

6.2.3 TheTenderdenClub+StMildred’sChurchHallLocatedmid-wayupChurchRoadthesepremisessufferfromthenarrowandoftencongestedcul-de-sacroadaccess.Whilemanycustomerstoacinemaherewouldparkelsewhereandapproachonfoot,theamountofcustomeranddeliverytrafficwhichacinemawouldgeneratewouldundoubtedlyleadtoproblems,especiallyduringthechangeoverwhenonefilmsendsandanotherisduetostartsoonafterwards.

Thetwojoinedbuildingsincludetwolargehallsatfirstfloorlevel.Thereisamodestsizeareaatstreetlevelwhichcouldberedevelopedtocreateentrancefoyer.Accesstotherearofthebuildingisveryrestrictedandcouldmakeredevelopmentadifficultandexpensiveprocess.ThecafébarareaalreadyinexistenceatfirstfloorlevelinStMildred’shallcouldbeupgradedtosuitcinemaaudiences.

6.2.4 SiteatendofChurchRoadownedbyCanterburyParochialChurchCouncilThislandandthewoodenbuildingwhichisinpoorconditionarepotentiallyavailablefromthedioceseforacinemaproject.Thespaceisrelativelyunrestrictedandanewbuildingcouldbedesigned toprovidewhatever facilities couldbeafforded. Forexamplea3or4-screen


cinemawithacafébarandaterraceoverlookingthe landtowardstheKent&EastSussexRailwaycouldprovideanattractivevenuewiththepotentialforaterracewithgoodviews.

ThemaindrawbackforthissiteisessentiallythesameasfortheTenterdenClub,namelytherestricted roadaccess although in this instance theproblemcouldbe less severebecausetrafficwouldnotbestoppinginChurchRoad.

6.2.5 RecreationgroundTheprojectwhichgainedthemostpopularsupportintherecentpublicconsultationwastheredevelopmentandupgradingoftherecreationground inthecentreofthetown.Work iscurrently underway to develop proposals for this well-loved site. At the meeting on 6December the Cinema Focus Group raised the possibility of working with the RecreationGroundFocusGrouptoexplorethepossibilityoflocatingacinemaonpartoftheland,possiblyadjacenttoTenderdenLeisureCentre.

Thelandiscurrentlydesignatedas‘openspace’andissubjecttoacovenantwhichrestrictsany future building to a cricket pavilion. Legal advice is being sought to determine if thecovenantcouldberelaxedtoallowacinemadevelopment.

6.3 OtherlocaldevelopmentsStMildred’sChurchhasrecentlyreviewedtheuseandrelevanceofthechurchinthelocalcommunityandisproposingtoreorganisetheinteriorspacesothatitcanbeusedforabroadrangeofcommunityandculturalpurposes.While thespacecreatedwouldbesuitable formusicandsomedramaperformancesitwouldnotbeanappropriatespaceforapart-timecinema.However if thechurch is redeveloped,andacinemacreated inthetown,thetwovenuescouldusefullycollaborateonmarketingandsomeoperationalareassuchasticketing,staffingandtechnicalmaintenance.

SimilarlytheTownHallisbeingconsideredforarangeofrepairsandupgradingwhichwouldalsoenhancetheopportunitiesforcommunityandculturalusesinthetown,butagainwouldnotprovideasuitablespaceforaviablecinemaoperation.


7 Finance

7.1 Operatingbudgets

7.1.1 IncomeCinemasearnincomefromticketincome,screenandfoyeradvertising,concessionandcafebarsales,andprivatehiresofthevenues(formeetings,parties,etc).In2016,fortheUKasawhole,cinemasearned65.6%oftheirincomefromticketsales,23.8%fromrefreshments,and10.6%fromothersourcesincludingadvertisingrevenue,bookingfees,salesof3Dglassesandvenuerental.25

Ticketincome–typicallythisaccountsfor65%–70%ofincomeatmultiplexcinemasbutisoftennearer50%forlocalcinemaswithagoodcafébarand/orrestaurantwherefoodandbeveragesalestakeongreaterimportance.TheaverageticketpriceintheUKfor2016was£7.3026 although there are wide variations from the exceptionally low prices charged atPicturedrome Bognor Regis (£2.50 standard ticket) up to Everyman’s typical prices in the£13.00– £17.00 range.Adult tickets at KinoRye (£11.50) andCineworldAshford (£13.10)reflect the relatively wealthy resident population. After deduction of VAT and the rentalchargedbythefilmdistributor27anaveragecinemaretainsaround£3.35perticketsoldbutacinemainTenterdenwouldprobablyhaveticketpricesclosertotheRyeandAshfordpricesandthereforewouldexpecttoretain£5.27–£6.00perticketsold.

Confectionery,foodandbeverage–salesofconfectionery,popcorn,ices,andsoftdrinksarehighly profitable and are usually referred to in the cinema sector as ‘concession’ sales.CinemassuchasthoseoperatedbyKino,Everyman,CurzonandPicturehouseaddstylishcafébarsandrestaurantswhicharesubstantialadditionalsourcesofincomeforthesecinemas.

TheBFIStatisticalYearbookreportsthattheaveragespendonretailitemspervisittoacinemain2016was£2.69.Cineworldfinancialreportsciteearningsof£2.27perpersonfromtheirretailsales.Everymanreputedlyearn£5.50perpersononfoodanddrink.28Onceagainthetype of audiencewill determinewhat should be offered. For example, older cinemagoersspendverylittleontraditionalconcessionsandprefercafé,winebarandrestaurantitems.LargerbuildingssuchasPicturehouseCentralinShaftesburyAvenuecancreatedifferentsalesareastoaccommodatedifferingaudiencesbutthisisnotnormallypossibleforsmallerlocalvenues.

Screenadvertising–theamountearnedfromscreenadvertisingdependsonthedurationoftheadvertising‘reel’,theassessmentbyadvertisersofthevalueofthelocalmarket,andthenumberofadmissionsperyearthatthecinemaachieves.Typicallycinemasearn3%-6%oftheir incomefromscreenadvertising.Somecinemasalsobenefit fromadvertisingrevenuefromtheirwebsitesandfromadvertisinginfoyers.

25Source:BFIStatisticalYearbook201726Source:BFIStatisticalYearbook201727Filmrentalchargesvaryfrom25%upto65%butoverafullyeartypicallyaverage45%-50%.Eventcinemaperformancesareslightlymoreexpensiveandtherentalchargesareusuallyaround50%.28Source:LondonEveningStandard,Everymanbackinprofitascinema-goersspendonfoodanddrink,13March2017


7.1.2 ExpenditureFilm rentals – cinemaspayapercentageof their ticket income to filmdistributors.Highlypopularnewfilmscancostcinemas60%-65%ofticketincome,anamountwhichdeclineseachweekfollowingtheinitialreleaseofafilmdowntoaminimumof25%-30%.Overallalocalindependentcinemacanexpecttopayaround45%ofboxofficeincomeinfilmrentalcharges.

Stockcosts–thesecostsare in linewithnormalcateringpracticeandaretypically30%ofsalescost.

Staffing and overhead costs – modern digital cinemas can be highly automated with noprojectionstaffrequired,althoughsometechnicalknowledgeisrequiredfromthepersononduty.Minimisingstaffandoverheadcostsisessentialforsmallseatingcapacitycinemas.

7.1.3 IllustrativebudgetAn illustrative operating budget will be outlined once a preferred site and developmentproposalhavebeenidentifiedduringStage2.

Appendix 1The population pyramid charts below show the age distribution of selected areas and highlights the large proportion of 50+ year olds, and relatively low proportion of 20–40 year olds, in Tenterden and surrounding area. This contrasts with the age distribution for England & Wales as a whole.

0

5

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15

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25

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Age7-14 Age15-24 Age25-34 Age35-44 Age45-54 Age55+

Agedistributionofadmissions,2012–2016

2012 2013 2014 2015 2016

Tenterden North Ward Tenterden South Ward

St Michaels Ward Rolvenden & Tenterden West Ward

Tenterden Rural Settlement England & Wales

Age distribution of cinema audiences in the UK 2012-16

Appendix2

ACORNConsumerClassificationAcornisageodemographicsegmentationoftheUK’spopulation.Itsegmentshouseholds,postcodes

andneighbourhoodsinto6categories,18groupsand62types.Byanalysingsignificantsocialfactors

and population behaviour, it provides precise information and an in-depth understanding of the

differenttypesofpeople.

The following pages provide an introduction to the classification system and then provides the

analysisofthepopulationwithinthe15-minutedrivetimecatchmentcentredonTenterdenTown

Hall.TheTenterdencatchmentpopulationiscomparedwiththeUKpopulationtorevealtheACORN

GroupsandTypeswhichareover-representedorunder-representedinthecatchmentarea.

Forexample,thethreetopover-representedGroupsinthecatchmentare:

AcornGroupC–MatureMoney

AcornGroupB–ExecutiveWealth

AcornGroupF–CountrysideCommunities

Under-representedgroupsinthecatchmentinclude:

AcornGroupD–CitySophisticates

AcornGroupE–CareerClimbers

AcornGroupH–SteadyNeighbourhoods

AcornGroupJ–StartingOut

AcornGroupK–StudentLife

AcornGroupL–ModestMeans

OnaUK-widebasis,thegroupswiththestrongestcinemagoinghabitstendtobeinGroupsEandH.

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Area: Drive-Time,TN306AN,15.0MinutesBase: UnitedKingdom

AcornType

1.A.1 Exclusiveenclaves1.A.2 Metropolitanmoney1.A.3 Largehouseluxury1.B.4 Assetrichfamilies1.B.5 Wealthycountrysidecommuters1.B.6 Financiallycomfortablefamilies1.B.7 Affluentprofessionals1.B.8 Prosperoussuburbanfamilies1.B.9 Well-offedgeoftowners1.C.10 Better-offvillagers1.C.11 Settledsuburbia,olderpeople1.C.12 Retiredandemptynesters1.C.13 Upmarketdownsizers2.D.14 Townhousecosmopolitans2.D.15 Youngerprofessionalsinsmallerflats2.D.16 Metropolitanprofessionals2.D.17 Socialisingyoungrenters2.E.18 Careerdrivenyoungfamilies2.E.19 Firsttimebuyersinsmall,modernhomes2.E.20 Mixedmetropolitanareas3.F.21 Farmsandcottages3.F.22 Largerfamiliesinruralareas3.F.23 Owneroccupiersinsmalltownsandvillages3.G.24 Comfortably-offfamiliesinmodernhousing3.G.25 Largerfamilyhomes,multi-ethnicareas3.G.26 Semi-professionalfamilies,owneroccupiedneighbourhoods3.H.27 Suburbansemis,conventionalattitudes3.H.28 Owneroccupiedterraces,averageincome3.H.29 Establishedsuburbs,olderfamilies3.I.30 Olderpeople,neatandtidyneighbourhoods3.I.31 Elderlysinglesinpurpose-builtaccommodation3.J.32 Educatedfamiliesinterraces,youngchildren3.J.33 Smallerhousesandstarterhomes4.K.34 Studentflatsandhallsofresidence4.K.35 Term-timeterraces4.K.36 Educatedyoungpeopleinflatsandtenements4.L.37 Lowcostflatsinsuburbanareas4.L.38 Semi-skilledworkersintraditionalneighbourhoods4.L.39 Fadingowneroccupiedterraces4.L.40 Highoccupancyterraces,manyAsianfamilies4.M.41 Labouringsemi-ruralestates4.M.42 Strugglingyoungfamiliesinpost-warterraces4.M.43 Familiesinright-to-buyestates4.M.44 Post-warestates,limitedmeans4.N.45 Pensionersinsocialhousing,semisandterraces4.N.46 Elderlypeopleinsocialrentedflats4.N.47 Lowincomeolderpeopleinsmallersemis4.N.48 Pensionersandsinglesinsocialrentedflats5.O.49 Youngfamiliesinlowcostprivateflats5.O.50 Strugglingyoungerpeopleinmixedtenure5.O.51 Youngpeopleinsmall,lowcostterraces5.P.52 Poorerfamilies,manychildren,terracedhousing5.P.53 Lowincometerraces5.P.54 Multi-ethnic,purpose-builtestates5.P.55 Deprivedandethnicallydiverseinflats5.P.56 Lowincomelargefamiliesinsocialrentedsemis5.Q.57 Socialrentedflats,familiesandsingleparents5.Q.58 Singlesandyoungfamilies,somereceivingbenefits5.Q.59 Deprivedareasandhigh-riseflats6.R.60 Activecommunalpopulation6.R.61 Inactivecommunalpopulation6.R.62 Businessareaswithoutresidentpopulation

ACORN-WHATISIT?©2017CACILimitedandallotherapplicablethirdpartynotices(Acorn)canbefoundatwww.caci.co.uk/copyrightnotices.pdf

AcornisageodemographicsegmentationoftheUK'spopulation.Itsegmentshouseholds,postcodesandneighbourhoodsinto6categories,18groupsand62types.Byanalysingsignificantsocialfactorsandpopulationbehaviour,itprovidespreciseinformationandanin-depthunderstandingofthedifferenttypesofpeople.

Acornprovidesadetailedunderstandingofthepeoplewhointeractwithyourorganisation.Ithelpsyoulearnabouttheirrelationshipwithyou.Thisknowledgegivesyoutheopportunitytotarget,acquireanddevelopprofitablecustomerrelationshipsandimproveservicedelivery.

TheUserGuide(availabletodownloadatwww.caci.co.uk/acorn)looksateachAcorntypeacrossawiderangeofdemographic,behaviouralandattitudinalattributes.Thedescriptionsofeachcategory,groupandtypeprovideanoverviewofthewiderrangeoftopicsforwhichinformationisavailable.

Acorndrawsonawiderangeofdatasources,bothcommercialandpublicsectorOpenDataandadministrativedata.TheseincludetheLandRegistry,RegistersofScotland,commercialsourcesofinformationonageofresidents,ethnicityprofiles,benefitsdata,populationdensity,anddataonsocialhousingandotherrentalproperty.InadditionCACIhascreatedproprietarydatabases,includingthelocationofprisons,travellersites,age-restrictedhousing,carehomes,high-risebuildingsandstudentaccommodation.InadditionweutilisethetraditionalinputsoftheCensusofPopulationandlarge-volumelifestylesurveys.

AcornCategory AcornGroup

1.CMatureMoney

2RisingProsperity

2.DCitySophisticates

2.ECareerClimbers

1AffluentAchievers

1.ALavishLifestyles

1.BExecutiveWealth

3ComfortableCommunties

3.FCountrysideCommunities

3.GSuccessfulSuburbs

3.HSteadyNeighbourhoods

3.IComfortableSeniors

3.JStartingOut

6NotPrivateHouseholds

6.RNotPrivateHouseholds

4FinanciallyStretched

4.KStudentLife

4.LModestMeans

4.MStrivingFamilies

4.NPoorerFamilies

5UrbanAdversity

5.OYoungHardship

5.PStrugglingEstates

5.QDifficultCircumstances



Area: Drive-Time,TN306AN,15.0MinutesBase: UnitedKingdomYear: 2017

ACORNTOP3GROUPS-POPULATION©2017CACILimitedandallotherapplicablethirdpartynotices(Acorn)canbefoundatwww.caci.co.uk/copyrightnotices.pdf

These people tend to be older empty nesters and retired couples. Many live in rural towns and villages, others live in the suburbs of larger towns. They are prosperous and live in larger detached or semi-detached houses or bungalows. Many have two cars, others may have down-sized to live in good quality apartments. Some will own second homes.

These are high income households and even those that have retired have good incomes. Employment is typically in managerial and professional roles. A good number own their homes outright and with many having no mortgage to pay are able to invest their money in a wide range of financial products.While some might have a DAB radio these people do not generally favour new technology and are less likely than average to have a smartphone or tablet PC. Some may prefer free digital TV services to Sky or cable options.

In their leisure time they enjoy gardening, walking, photography or golf. They appreciate good food and wine and will go on regular holidays. They often shop at Waitrose, M&S and John Lewis and may well read the Daily Telegraph, Times, Mail and Express.

These older, affluent people have the money and the time to enjoy life.

1.

AcornGroupC-MatureMoney

Index=301Area%=26.7

These are areas of the lowest population densities in the country, ranging from remote farming areas to smaller villages and housing on the outskirts of smaller towns.

Housing is typically owner occupied, detached or semi-detached however there will be some renting and tied property. Up to a third of the homes will be a named property rather than street number, terms such as cottage or farm will often feature in these names.

While there is a fair amount of agricultural employment there are also many other skilled occupations and some professional people. These might be stable areas with much lower turnover of home ownership than usual.

Overall the mix of people is older than the average. Although incomes might be lower than the national average some families will have built up savings and investments and be in a better financial position than many in urban areas.

Leisure interests will tend to reflect the opportunities offered by the relatively rural locations, walking, wildlife, photography, gardening and food.

3.AcornGroupF-CountrysideCommunitiesIndex=212Area%=13.3

These are wealthy families living in larger detached or semi-detached properties either in the suburbs, the edge of towns or in semi-rural locations. While these are generally family areas there are also some empty nesters and better-off retired couples. Many families own their home but a good number may still be repaying a mortgage. The likelihood of these families owning a second home, in the UK or abroad, is over five times the UK average.

Incomes are good since many have managerial and professional occupations with perhaps one in five being company directors. It is rare to find households earning less than the average.

They tend to be financially literate people more likely to have multiple bank accounts and credit cards, and the incomes to spend relatively freely. These families are usually financially secure and three times more likely to have a variety of investment vehicles. Personal pensions and significant levels of savings are also more likely.

They tend to be frequent users of the Internet, generally more for practical than entertainment purposes such as shopping and keeping up with current affairs, although many will also read the broadsheets.

Modern technology such as DAB radio, iPads or tablet PC’s, portable media players and smartphones are more likely to be owned, and those with children may well have purchased games consoles.

These are high income people, successfully combining jobs and families.

2.AcornGroupB-ExecutiveWealthIndex=226Area%=27.7

Input!I8

Input!I9

Input!I12

Input!I13

Input!I9

Input!I10




AreaProfile %forArea %forBase Index 0 100 200

1. AffluentAchievers1.A LavishLifestyles 210 1.0 1.3 811.B ExecutiveWealth 5,571 27.7 12.3 2261.C MatureMoney 5,372 26.7 8.9 301

2. RisingProsperity2.D CitySophisticates 0 0.0 3.3 02.E CareerClimbers 73 0.4 5.9 6

3. ComfortableCommunities3.F CountrysideCommunities 2,679 13.3 6.3 2123.G SuccessfulSuburbs 1,160 5.8 6.1 943.H SteadyNeighbourhoods 399 2.0 8.2 243.I ComfortableSeniors 574 2.9 2.4 1193.J StartingOut 5 0.0 4.0 1

4. FinanciallyStretched4.K StudentLife 0 0.0 2.7 04.L ModestMeans 138 0.7 7.8 94.M StrivingFamilies 2,837 14.1 8.1 1754.N PoorerPensioners 598 3.0 4.4 67

5. UrbanAdversity5.O YoungHardship 0 0.0 5.2 05.P StrugglingEstates 330 1.6 7.6 215.Q DifficultCircumstances 10 0.0 4.6 1

6. NotPrivateHouseholds6.R NotPrivateHouseholds 149 0.7 0.9 81

TotalPopulation 20,105

ACORNGROUPPROFILE-POPULATION©2017CACILimitedandallotherapplicablethirdpartynotices(Acorn)canbefoundatwww.caci.co.uk/copyrightnotices.pdf

AcornGroupDescription

0% 5% 10% 15% 20% 25% 30%

LavishLifestyles

ExecutiveWealth

MatureMoney

CitySophisticates

CareerClimbers

CountrysideCommunities

SuccessfulSuburbs

SteadyNeighbourhoods

ComfortableSeniors

StartingOut

StudentLife

ModestMeans

StrivingFamilies

PoorerPensioners

YoungHardship

StrugglingEstates

DifficultCircumstances

NotPrivateHouseholds

%forBase




AreaProfile %forArea %forBase Index 0 100 200

1. AffluentAchievers1.A LavishLifestyles1.A.1 Exclusiveenclaves 0 0.0 0.1 01.A.2 Metropolitanmoney 0 0.0 0.2 01.A.3 Largehouseluxury 210 1.0 1.0 1001.B ExecutiveWealth1.B.4 Assetrichfamilies 910 4.5 2.5 1821.B.5 Wealthycountrysidecommuters 4,088 20.3 2.4 8611.B.6 Financiallycomfortablefamilies 105 0.5 2.6 201.B.7 Affluentprofessionals 0 0.0 0.9 01.B.8 Prosperoussuburbanfamilies 30 0.1 1.8 81.B.9 Well-offedgeoftowners 438 2.2 2.1 1021.C MatureMoney1.C.10 Better-offvillagers 3,533 17.6 2.7 6481.C.11 Settledsuburbia,olderpeople 69 0.3 3.1 111.C.12 Retiredandemptynesters 1,345 6.7 2.1 3141.C.13 Upmarketdownsizers 425 2.1 0.9 227

2. RisingProsperity2.D CitySophisticates2.D.14 Townhousecosmopolitans 0 0.0 0.8 02.D.15 Youngerprofessionalsinsmallerflats 0 0.0 1.0 02.D.16 Metropolitanprofessionals 0 0.0 0.7 02.D.17 Socialisingyoungrenters 0 0.0 0.9 02.E CareerClimbers2.E.18 Careerdrivenyoungfamilies 38 0.2 2.1 92.E.19 Firsttimebuyersinsmall,modernhomes 35 0.2 2.6 72.E.20 Mixedmetropolitanareas 0 0.0 1.2 0

3. ComfortableCommunities3.F CountrysideCommunities3.F.21 Farmsandcottages 245 1.2 1.4 853.F.22 Largerfamiliesinruralareas 852 4.2 1.9 2253.F.23 Owneroccupiersinsmalltownsandvillages 1,582 7.9 3.0 2653.G SuccessfulSuburbs3.G.24 Comfortably-offfamiliesinmodernhousing 221 1.1 2.6 423.G.25 Largerfamilyhomes,multi-ethnicareas 0 0.0 1.3 03.G.26 Semi-professionalfamilies,owneroccupiedneighbourhoods 939 4.7 2.3 2083.H SteadyNeighbourhoods3.H.27 Suburbansemis,conventionalattitudes 0 0.0 3.6 03.H.28 Owneroccupiedterraces,averageincome 0 0.0 1.9 03.H.29 Establishedsuburbs,olderfamilies 399 2.0 2.7 723.I ComfortableSeniors3.I.30 Olderpeople,neatandtidyneighbourhoods 471 2.3 2.1 1133.I.31 Elderlysinglesinpurpose-builtaccommodation 103 0.5 0.3 1563.J StartingOut3.J.32 Educatedfamiliesinterraces,youngchildren 0 0.0 1.9 03.J.33 Smallerhousesandstarterhomes 5 0.0 2.2 1

4. FinanciallyStretched4.K StudentLife4.K.34 Studentflatsandhallsofresidence 0 0.0 1.1 04.K.35 Term-timeterraces 0 0.0 0.4 04.K.36 Educatedyoungpeopleinflatsandtenements 0 0.0 1.2 04.L ModestMeans4.L.37 Lowcostflatsinsuburbanareas 34 0.2 0.9 194.L.38 Semi-skilledworkersintraditionalneighbourhoods 104 0.5 2.6 204.L.39 Fadingowneroccupiedterraces 0 0.0 2.7 04.L.40 Highoccupancyterraces,manyAsianfamilies 0 0.0 1.6 04.M StrivingFamilies4.M.41 Labouringsemi-ruralestates 2,533 12.6 1.7 7384.M.42 Strugglingyoungfamiliesinpost-warterraces 304 1.5 1.9 814.M.43 Familiesinright-to-buyestates 0 0.0 2.4 04.M.44 Post-warestates,limitedmeans 0 0.0 2.1 04.N PoorerPensioners4.N.45 Pensionersinsocialhousing,semisandterraces 318 1.6 0.6 2514.N.46 Elderlypeopleinsocialrentedflats 115 0.6 0.6 954.N.47 Lowincomeolderpeopleinsmallersemis 116 0.6 2.2 264.N.48 Pensionersandsinglesinsocialrentedflats 49 0.2 1.0 24

5. UrbanAdversity5.O YoungHardship5.O.49 Youngfamiliesinlowcostprivateflats 0 0.0 1.5 05.O.50 Strugglingyoungerpeopleinmixedtenure 0 0.0 1.6 05.O.51 Youngpeopleinsmall,lowcostterraces 0 0.0 2.2 05.P StrugglingEstates5.P.52 Poorerfamilies,manychildren,terracedhousing 171 0.9 2.0 425.P.53 Lowincometerraces 0 0.0 1.2 05.P.54 Multi-ethnic,purpose-builtestates 0 0.0 1.1 05.P.55 Deprivedandethnicallydiverseinflats 0 0.0 1.1 05.P.56 Lowincomelargefamiliesinsocialrentedsemis 159 0.8 2.3 345.Q DifficultCircumstances5.Q.57 Socialrentedflats,familiesandsingleparents 10 0.0 1.4 45.Q.58 Singlesandyoungfamilies,somereceivingbenefits 0 0.0 1.8 05.Q.59 Deprivedareasandhigh-riseflats 0 0.0 1.4 0

6. NotPrivateHouseholds6.R NotPrivateHouseholds6.R.60 Activecommunalpopulation 22 0.1 0.2 526.R.61 Inactivecommunalpopulation 127 0.6 0.7 906.R.62 Businessareaswithoutresidentpopulation 0 0.0 0.0 0

TotalPopulation 20,105

ACORNTYPEPROFILE-POPULATION©2017CACILimitedandallotherapplicablethirdpartynotices(Acorn)canbefoundatwww.caci.co.uk/copyrightnotices.pdf

AcornTypeDescription

A cinema for Tenterden · screens per 100,000 population. Source: BFI Statistical Yearbook 2017 2...

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