Herne Bay is an attractive seaside town in Kent with a population of 38,563 (2011 census) on the south side of the Thames Estuary, four miles east of Whitstable and six miles north of Canterbury, an historic and affluent cathedral city with its medieval streets, museums, festivals and cultural amenities. The town benefits from good road communications, being situated on the A299 Thanet Way, from Ramsgate, which merges with the M2 at Faversham. The town is also well served by rail links to the neighbouring towns and direct services into London St Pancras (80 minutes) and Victoria (1 hour 40 minutes). The site occupies a central location between the seafront and the town’s main retail pitch on Mortimer Street.
The site currently comprises two mid-terrace seafront properties; Beach Street public car park and an assortment of warehouse buildings. It is centred on Beach Street and bounded by Central Parade, Mortimer Street and a public footpath along the south east boundary. The site is essentially level and extends to c. 0.932 a (0.377 ha).