A HEALTH check of West Somerset's key retail centres has concluded they are performing well - despite the current downturn in the economy and gloomy national forecasts.
And it reveals that, in the short and medium term, efforts should focus on defending and enhancing the existing shopping provision rather than making major additions to it which are unlikely to be commercially viable.
Report author and freelance planning officer Stuart Todd concludes there is no shortfall in convenience food shopping in any of the main centres, with no likely need for additional floorspace in Minehead until at least 2026.
Although in principle there is potential to increase the market share for non-food goods because of leakage to other larger centres, the small amount of expenditure surplus up for grabs means this is unlikely to result in attracting new retailers.
But among the key recommendations of the study is the need to monitor any changes to the retail 'offer' in Minehead, Williton and Watchet, with particular emphasis on the income from tourism, emerging changes to the planning system and the as yet unknown impact of the proposed new nuclear power station at Hinkley Point.
The study's findings were unveiled to district councillors at a meeting of the authority's Local Development Panel this week.
But Cllr Andrew Hadley, who represents Minehead Central and runs a groceries and newsagents store in Cher, told his colleagues he did not recognise the "rosy picture" that had been painted.
Mr Todd had earlier described the shop vacancy rate in the town - 12 empty units in the town centre and 14 outside in April/May last year - as low and "pretty good".
And he said a lot of places in the South West and nationally were doing much worse.
But Cllr Hadley said a lot of retail outlets were struggling.
He said Minehead had a high number of charity shops, which did not bring a good retail variety for shoppers.
"This nice rosy picture that is being painted - the reality is that I don't think it's like that at the moment.
"And just because we are doing better than some other places, that doesn't make us as good as we should be."
One of the key recommendations of the report is the possible revision of the existing town centre boundary to include the old hospital site but also looking at the extension of the current prime shopping area.
Cllr Hadley said one of the problems was that Minehead's industrial estate was attracting small retailers which perhaps should be trading in the centre.
But the study has been largely welcomed by Minehead Chamber of Trade chairman Graham Sizer.
He said it came as close as it could to redress the statistics in a previous and highly controversial study carried out in 2005 by consultants Donaldsons.
It was used by the council to bolster a case for the town's Morrisons supermarket but initially failed to take account of the existing Tesco store.
"Statistics can be found to back up any scenario but I think this latest study brings things back to more realistic values," said Mr Sizer.
"Even the population of West Somerset seems to have fallen."
Mr Sizer said that, from the chamber's calculations, the study suggested there was now no need for any extra shop space anywhere in West Somerset until probably 2040.
He claimed the 2005 study had been produced "to fit the glove the then council needed".
But with another study likely to be undertaken in about six years' time, Mr Sizer said predictions of need beyond a couple of years were pointless.
"We may experience booms and busts, recessions and even depressions.
"What is needed today is not necessarily what is needed tomorrow.
"However, when massive extra provision is put in place, it upsets any equilibrium and can't be taken away once built.
"I wouldn't describe Minehead's retail centre as vibrant - it's a very precarious balance.
"But I think we are doing better than we thought we would be after Morrisons came to the town."
* 'What the report says about where you live - inside West Somerset Free Press.