Extra MSA Group

Project Name:
Leeds Skelton Lake Services

The Challenge:
Extra MSA Group wanted to secure planning permission for a £50m motorway service area on the M1. With the site allocated for housing, and a lake with birds and wildlife nearby, there was plenty of work to be done. We were asked to create the narrative and benefits of the proposal, then communicate them to stakeholders across Leeds. This needed to translate into a positive planning decision from Leeds City Council.

What we did:
We helped build relationships across the city region, identifying key stakeholders, and developing the best message for each which address their concerns and outlined the opportunities. We created a project website, set-up and ran a series of community exhibitions around the site.

We also produced and distributed a detailed consultation brochure that went to 11,000 local households and businesses.

We maintained strong relationships throughout the planning process, encouraged letters of support from key supporters, and kept elected members briefed.

The results:
Support for the project was secured from Roger Marsh, chairman of the Leeds LEP, local community organisation Friends of Rothwell Country Park and environmental group Swillington Ings Bird Group. Our expertise in political, stakeholder and community engagement, nurtured positive relationships with Leeds’ planning department and elected members.

When the application went before Leeds’ planning committee it was unanimously approved.