Retirement Villages Group, Tunbridge Wells

The retirement living development sector in the UK is growing significantly, driven by rising demand for quality housing for older adults. Our client, Retirement Villages Group, is leading a new generation of development focused on vibrant, age-appropriate communities that provide services, amenities and social opportunities.

Acquiring a site in Royal Tunbridge Wells, known for historic architecture, parks, shopping, and strong community, required a sensitive approach to political and community engagement to support a successful planning application.

The former ABC cinema site had been vacant for over 20 years and subject to several undeliverable applications, adding complexity to the new proposal.

We began with an audit of local and political dynamics, generating insights into the Council’s state of flux and potential objections that shaped the engagement strategy and highlighted essential relationships.

Our strategy, enhanced by careful sentiment mapping, focussed on identifying the strength of will and appetite for development, and priorities across diverse groups.

This platform of understanding allowed us to create a benefits-driven narrative, underpinned by evidence that could mitigate negativity and secure positive voices from business and community.

Our messaging and application details were tested and evolved through:

• An early door knocking programme with nearby neighbours
• One-to-one and group sessions with Councillors, residents, and businesses
• Online and in-person public consultation events

We were able to use this evolving narrative to drive positive opinion through the influential local press and active social media strategy.

The planning application was approved in November 2022, but our work on the scheme continues through construction communications and ongoing community engagement, ensuring consistent support for this landmark town centre development.