Julian Dunkerton's latest plans are 'make or break' for 131 The Prom as he says jobs are at stake
Superdry founder Julian Dunkerton says his latest plans for No 131 Promenade are 'make or break' for the iconic town centre hospitality venue. Prominent white marquees replaced parasols outside the grade-II* listed 131 and 133 in October 2020 as a temporary measure to facilitate outside dining during the coronavirus pandemic.
However, after the relaxation rules ended, initial proposals to keep the structures for a further two years were rejected by Cheltenham Borough Council in November 2022. This decision was upheld by a planning inspector during the summer last year and the council is in the process of enforcing this decision which would require their removal.
Now he has submitted bold plans to the council for a permanent terrace to replace the temporary structures in a bid to protect the more than 130 jobs at the venue and fortify Cheltenham’s appeal as a premium destination. The new terrace structure will offer two design options: a glass structure with decorative ironwork, in keeping with many regency buildings around Cheltenham including No 131 itself, or a slim, unobtrusive metal pergola with a retractable roof.
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Both options complement the Regency architecture, designed with award-winning local architects and heritage experts, his planning consultants say. Mr Dunkerton said it was never his intention to retain the white plastic marquees.
“The outside setting is what people fundamentally want,” he said. “So we've been working in all sorts of ways, doing all sorts of research into, you know, Mayfair, Belgravia, central Paris, anywhere with architectural heritage that needs protecting and working out what they do in those circumstances.
“The marquees saved the business. And that’s where we’re at now economically.
"It’s not about the marquees. It’s about the terraces.
“The complaint was people can't see the buildings through the marquees. I've taken that away with both options, so both options [are addressing those concerns].
“For me, it's a choice between two positives. It would save the jobs, lead to more investment in the town and make Cheltenham really special.
“So we are making sure that we're proud in Cheltenham of these buildings.
“If the council were to refuse, I would have to lose probably half of my staff, maybe more, immediately.
“The economic future of this building is about a continuity of trade. If I don't get a continuity of trade, then the economic viability of this building is in doubt.
“There's 130 jobs at risk in hospitality, which is having a tough time at the moment."
“There's a real risk with the 131 going that way if the plans aren't approved. If it doesn't work economically, it doesn't work I can't subsidise forever a loss making business. It has to be a viable business.
“Everything that this is about is about providing something positive for Cheltenham. There is nothing negative about this whatsoever.
"You can see the buildings, I've taken into account any kind of negative comments. This is about saving jobs and also making Cheltenham a bit special.
“Let's not take away from the fact that I did spend £18m here. This is a very special investment for Cheltenham.
“It's an independent business, it’s not a chain hotel that you can find anywhere.
“This is a single business run by Cheltenham people for people who visit and live in the town.
“It's very accessible too. People love Gin and Juice.
“People love this place. This is patently a jewel in Cheltenham’s crown.”