Concerns for Cannock Shopping Centre over Mill Green development

Centre manager Natal Chapman said chiefs were in talks about ensuring the Mill Green development would complement the centre rather than compete with it.

She also stated discussions were ongoing about securing more 'cost-effective' parking rates to entice shoppers in.

Ms Chapman said big name retailers, which have recently arrived elsewhere in the town, such as TK Maxx at Eastern Way, have not had an impact on the shopping centre – where all but four of the 38 units are occupied.

Weekly footfall at the shopping centre has also increased to about 75,000 people, following a dip caused by the loss of big names like Burton and Evans.

Ms Chapman said: "We have footfall cameras on the entrance and exit which have recorded about 75,000 people per week.

"It has fluctuated quite a lot since the Arcadia Group left several years ago, but it has been at the level they are now for at least 12 months.

"The retail parks, with stores like TK Maxx, haven't really hit us yet but Mill Green is obviously a concern.

"Initially there will of course be a novelty value with people going to Mill Green. It all depends on what stores are going to be there as to whether it will make a big difference.

"We'll be okay as long as there is no direct competition. We don't want it to take people away from the town centre."

While for now Mill Green remains on the horizon, the current and seemingly everlasting issue to be addressed is parking charges.

Developers St. Modwen built the centre in the 1990s and still own the car park and set the charges, which are 60p for an hour rising to £4 for more than three hours.

Ms Chapman said: "We need more cost-effective parking. It is one of the things which is always mentioned by the traders, whether we can get free parking or whether it can be reduced on certain days to encourage people in. It is something which is being discussed."

St Modwen were unable to provide any more detail on the issue when asked by the Express & Star. While the centre manager stated there were no major investments or developments confirmed for the centre in the near future, she said bosses were always considering ways of enhancing the site long-term.

Other complexes in the region have added facilities such as gymnasiums and high-end restaurants to their retail offer.

Ms Chapman admitted big new additions would require redevelopment of the centre but said they were being considered nevertheless. "Mixed-use is a big thing," she said, "It is great that we have had The Station come in at the former social club.

"You look at the Guildhall in Stafford and they have added a gym, so you can add other things in which are not just retail, even things like a GP practice, something which brings people in. Of course it all depends on what space is available."

But ultimately she believes the key to keep people coming to Cannock Shopping Centre is the retailers the venue can attract and the level of service.

"It is just trying to get the right retailers in who are going to draw people back into the centre," Ms Chapman said. "Some people are worried about the impact of online shopping as well. But it is not always about that, sometimes you want to be able to try things, feel them and look around. It is about giving more of an experience."

Mill Green will be the size of four football pitches when finished containing 132 'high-end' shops and a multi-storey car park in a scheme which will generate 1,200 jobs at a site off Eastern Way.

It is estimated to bring in three million visitors a year.

Cannock Chase District Council's planning committee unanimously approved the proposals last year.

While its threat to existing shopping areas in Cannock has been raised, the outlet village will be a big boost to the cash-strapped council in terms of the business rates generated, especially in light of the £1 million-a-year to be lost from the closure of Rugeley Power Station.