The meeting took place at the junction of Fleet Street and Bridge Street and focused on a large corner building formerly occupied by the Liquor Lounge bar.
The property has recently been acquired by Fenibo Peterside of Peterside Developments, which is preparing a new planning application.
The proposals include residential flats on the upper floors, with the ground floor reconfigured into smaller commercial units aimed at independent businesses.
Speaking at the site, the Leader of Swindon Borough Council highlighted the importance of the location despite its current condition.
The Leader of Swindon Borough Council, said:
“We’re determined to try and improve it and make it look better. If we can support the business owners here to get planning permissions delivered, that’s what’s going to transform the area.”
“Once the first few projects start happening, confidence follows.”
The Leader described Fleet Street and Bridge Street as one of the most visually challenging parts of the town centre, but also a crucial link between the railway station, the Brunel Centre, Kimmerfields and Railway Village.
A central issue raised during the discussions was financial viability.
While there is demand for town centre housing, the developer said achievable sale prices for flats remain low compared to the cost of refurbishing large and complex buildings.
Peterside Developments is asking the council to consider temporary flexibility around Community Infrastructure Levy payments in the Fleet Street and Bridge Street area.
Mr Peterside said:
“We’ve invested a million pounds already in Bridge Street, and this will be another major investment. But it’s very difficult to make projects commercially viable when you’re hit with CIL on top of everything else.”
He added: “If the council can help with that, we can deliver apartments, get people living here, and bring footfall back into the town centre.”
The developer said it is planning to invest more than £2 million into the former Liquor Lounge site.
Under the plans, commercial space on Fleet Street would be retained but split into smaller units to better reflect current demand.
The developer said they are willing to work with the council on tenant mix, including cafés and food and drink operators, even if that means accepting lower rents initially.
Mr Peterside said:
“I want the street back to normal vibrancy. If that means supporting the right kind of businesses to get established, I’m open to that.”
Swindon Borough Council confirmed it is reviewing what flexibility may be available around CIL and other planning tools.
The council is also considering short-term public realm improvements, including lighting, seating and public art, to improve perceptions of the area.
The meeting reflects a more pragmatic approach to regeneration, aimed at removing barriers so stalled town centre schemes can move forward.
