How will you ensure that what you are proposing is delivered and managed in the long term?

We recognise that it is often only once developments are delivered - and sometimes only a long time afterwards - that they can be judged against what was promised at the outset. In many cases, developers - in particular housebuilders - adopt a strategy of building and selling as quickly as possible, without sufficient regard to the long-term management of the place.

Blue Living recognises that the ownership, management and operation of Pincents Hill will be crucial to its success as a place in the long term. Many of the things which we believe will make Pincents Hill special will require particular care and attention. Very careful thought is being given to future provision with regard to governance, revenue and neighbourhood management. A distinctive component of this is that the company is determined to ensure that this is a low impact place in which people are encouraged and enabled to live in a more sustainable way while enjoying a high quality of life. Accordingly, Blue Living is looking at ways in which this can be incentivised and supported.

It is important to realise that Blue Living is not driven by shareholder returns and can take a much more rounded view on returns from development. In its Memorandum and Articles of Association Blue Living is committed to optimising not maximising profits and to do that it needs to stay involved.

Moreover Blue Living will work with the local planning authority to ensure that sufficiently rigorous planning conditions are applied if approval is given to make what is developed accord with what was intended when the application was submitted.

For further details, see the Pincents Hill outline planning application (Design and Access Statement: Deliverability), available on the planning section of West Berkshire Council's website.