MPC ASSOCIATES
marketing, management and economic consultants

MULTI-ACTIVITY FAMILY ENTERTAINMENT CENTRES

MPC Associates (Marketing, Management & Economic Consultants) was formed in 1968 as specialists in Retail Site location research and the development of corporate and marketing strategies for the Retail trade. By 1972 they had extended their research into Western Europe with particular emphasis on Out of Town Shopping.

At the time their clients were Asda (1970-1974), Ahold NV (Albert Heijn Supermarkets) controlling 23% of the Dutch grocery industry and the French company Promodes S.A. (Continent Hypermarkets and Champion Supermarkets) who with their Cash and Carry operations made them the largest distributors of food in Northern France .

MPC had examined in depth the changing pattern of retailing which was occurring in Western Europe and North America through the development of Out of Town Shopping. However it became clear that although Superstores and Hypermarkets had the capacity for attracting large numbers of town centre shoppers they could extend their attraction even further to a much larger catchment area by adding leisure and entertainment facilities.  At the same time this would offer a degree of goodwill in helping to solve the increasing crime rate amongst young people which was being experienced in the 70s.

With the advantage of being able to learn from other countries, particularly the USA (leaders in world leisure),  MPC conceived the idea of bringing a number of Recreation, Leisure and Retail uses together under one roof so as to provide a centre or stage which would be available for everyone whether they be young or old and where they could congregate to recreate and shop. The ‘centre’ concept was created by MPC under the name of ‘Pavilion’ – being a building which provides a number of different uses, many of which are associated with Sport and Recreation.

In 1972, having identified that the North West Region of the UK had the least available leisure facilities for the mass market, MPC carried out extensive qualitative research of consumer attitudes towards leisure time, including latent demand, induced demand, diverted demand and substitute demand. The research was directed at all socio-economic classes and age groups in the Liverpool catchment area and the most common findings were:-

ü      Extensive latent demand for leisure facilities

ü      Frustration in current leisure provisions

ü      Need for gradual exploration of new facilities

ü      Reluctance of participation for fear of being embarrassed

ü      Inhibition about visiting leisure centres unless accompanied by a friend

With the formation of Pavilion Recreation Limited as a subsidiary company of MPC, the late Lord Derby (a keen supporter of youth clubs) agreed to contribute a 50 acre site on the edge of the Knowsley Estate, north of Prescot, and wedged between the planned M57 and the B5104 road. Extensive site location research was completed by MPC who subsequently made an outline planning application in 1973 for the following:

Funding for Architects and Surveyors fees for the project was provided by MPC who were also able to negotiate funding support from IPC (The Daily Mirror Group) covering 20% of the total development costs.

The outline planning application was refused by Liverpool and Kirkby Councils in 1974 on the grounds that the Superstore with 100,000 sq. ft. selling area would compete with shops in the immediate vicinity of the site, also that the development would provide too much traffic for the new M57 motorway. (Some 30 years later today it should be noted that the M57 is regarded as being the most underused motorway in the UK).  

In turning down the planning application Liverpool City Council were still enthusiastic about MPC’s scheme, and offered two alternative sites within the city’s boundaries.

These sites were:-  

In 1977 a Planning Application, No. L247054 was made by MPC – Pavilion for the Kings Dock Site. The development included a Superstore, (100,000 sq ft), a large number of traditional leisure facilities including an 8,000 seat arena, swimming pool, restaurants, bars, small shops and the conversion of the Wapping Harbour Front Warehouse into offices.  See plan below.

In September 1978 Merseyside County Council granted outline planning permission subject to MPC – Pavilion  obtaining an interest in the land. The City of Liverpool also supported the application. At the time Heads of Agreement had been drawn up by Merseyside County Council with the Mersey Docks and Harbour Company (owners of the land) for a 125 year lease.

By 1980 Merseyside County Council had reached agreement to rent the site to MPC-Pavilion via the Docks & Harbour Board.  However progress was again delayed by the then Government’s intervention following the Toxteth riots, to acquire the South Docks under a compulsory purchase order for the newly formed Merseyside Development Corporation (M.D.C.).  This was at the expense of the County Council’s agreement with the Docks & Harbour Board.

In July 1982 the newly formed M.D.C. requested MPC-Pavilion to amend their previous planning permission by reducing the area of the Superstore from 100,000 sq. ft. to 75,000 sq. ft. This reduction of retail space seriously affected the viability of the project which was largely dependent upon a leasehold agreement with the Superstore operator. A total rethink became necessary.

November 1983

A new concept for the Kings Docks was created by MPC for the following:- 

February 1984

Outline planning permission for the revised scheme was granted by M.D.C. to MPC - Pavilion for a Multi Activity Family Entertainment Centre linking Speciality Retailing with Active attractions and Entertainment. The Secretary of State for the Environment confirmed by letter to MPC that 40% Grant Aid would be made available for the project.

As a result of the worsening situation in Toxteth, MPC – Pavilion had also removed the 8,000 seat Arena from their planning application as it was felt that the hooligan element was likely to have an overwhelming impact on the family car parking facilities on  the Kings Docks and the adjacent Albert Dock.

January 1985

Apart from the appointment of Architects, Quantity Surveyors, Theatrical Designers, Civil Structural Engineers, Building Services, Main Contractors, M&E Contractors, Property Advisers, Solicitors, Accountants and Merchant Bankers, MPC had also recruited a  team of Non-Executive Directors for the development and a short list of applicants for the role of General Manager

June 1985

MPC produce further cost effective designs for the project allowing a more economic covered structure by means of a sliding roof to extend attendance at peak times.   

October 1985

The Merseyside Development Corporation informed MPC that they would be developing their own project on the Kings Docks, and as such would be withdrawing the  Speciality Shopping element from MPC – Pavilion’s planning permission.  The MDC plan also included the re-instalment of an 8000 seat Arena.  The effect of withdrawing the shopping from MPC’s planning permission was to make their development non-viable.  However, MPC continued to negotiate funding for their development as the planning permission granted by the MDC was valid until 1989.

March – December 1986

In view of the Toxteth riots both the MDC and MPC – Pavilion were finding it hard to attract investment into Liverpool .

January 1987

Pavilion/MPC reach agreement with Merlin International Limited (famed for harbour front developments throughout the world) for a joint venture to develop their original proposals, agreed under the Planning Permission granted in February 1984.

February 1987

Pavilion inform M.D.C. of their joint venture with Merlin and their wish to proceed with the scheme, but M.D.C. are adamant that their own Arena scheme is well underway and as a result they are not interested in allowing MPC - Pavilion’s scheme to proceed any further.

December 1987

MPC-Pavilion receive further notification from the Under Secretary of State, Department of the Environment, stating that MDC had found a partner prepared to invest £26 million into their Arena development. As a result MPC-Pavilion and Merlin are forced to retire from the project with the loss of £1.7 million covering 11 years work.

July 1989

Eighteen months later Liverpool City Council inform MPC that the guaranteed private sector investment of £26 million for the Merseyside Development Corporation’s scheme had not been forthcoming, and would MPC be interested in developing the site as per the planning permission granted to them in February 1984.  MPC declined the offer.

1989 – 2006

The Merseyside Development Corporation ceased operations in 1998.

The Kings Dock site has remained undeveloped for the past 17 years until the announcement in 2005 that the site had been acquired by the national regeneration agency English Partnerships who have subsequently entered into partnership with Liverpool Vision, Northwest Regional Development Agency and Liverpool City Council to develop the site as an Arena and Convention centre.  This reverts back to MPC-Pavilion’s original scheme in 1977.

Whilst 100% public sector support is now making the new Kings Dock recreation and entertainment development possible, it remains to be seen whether an Indoor Arena which is empty for 80% of its time will not dull the development causing it to lack the charisma required for a waterfront site. The same reasons expressed by MPC-Pavilion in October 1985, namely that ‘the impact of an Arena with its possible hooligan element is likely to overwhelm the development at the expense of family entertainment’, may well still apply.

The above shows MPC’s Development Plan 
for Outline Planning Permission granted in 1982 by 
Merseyside Development Corporation. 

In 1983 as a result of the Toxteth Riots and the Heyshel Stadium disaster, MPC withdrew this planning application on the grounds that the hooligan element of the Arena was likely to have an overwhelming impact on the family car parking facilities on the Kings Docks. In February 1984 MPC-Pavilion was granted Outline Planning Permission by the Merseyside Development Corporation for an entirely new form of Multi Activity Family Entertainment Centre linking Speciality Retailing with Active attractions and Entertainment without the 8,000 seat Arena. The Corporation was insistent that the Arena should be included and decided to develop their own scheme overruling the planning permission granted to MPC. Subsequently no development has taken place on the Kings Docks as the Merseyside Development Corporation were unable to raise funding for their Arena scheme

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