Objective

To provide strategic communications advice and stakeholder engagement support to CIT Group for their Planning Application for the redevelopment of the Park Lane Mews Hotel and Residences.

Our role

The most important consideration for Phase 1 from a communications perspective was around messaging and ensuring we manage stakeholders’ expectations for Phase 1, with an outline consent already in place.

Cascade worked to devise a strategy to ensure messaging highlights that Phase 1 sits within the parameters of the outline consent and as such the application would be about delivery of Margarine Works, rather than changing core principles.

Impact

Our messaging for the project ensured that stakeholders, and councillors in particular, understood the benefits of the delivery of the Reserved Matters Application.

The application generated local interest, and Cascade provided strategic advice on how to manage and respond to objections, including close monitoring of the activities of these groups and correspondence with the neighbouring Residents Association.

The site secured an outline planning permission in 2019 to deliver 2,000 new homes, a 180-bed hotel, flexible retail spaces, and an increase in public realm improvements along with a host of other community and economic benefits.