Guest post by Philip Grant in a personal capacity
Work in progress on the Cecil Avenue site (aka The Pages Wembley), 9 June 2025.
I was in the High Road on Monday, and discovered that the Council’s Wembley Housing Zone (“WHZ”) development at Cecil Avenue is now being marketed as “The Pages Wembley”. More on that later, but Cecil Avenue is also on the agenda for next week’s Brent Cabinet meeting, over an Estate Management Company.
Readers may remember that although Brent Council owns the Cecil Avenue site, and received full planning consent for the development there in February 2021, it was not until March 2023 that it entered into a WHZ partnership agreement with Wates. Work did not actually start on site until February 2024, and by that time I’d found out (through a Freedom of Information Act request) that under this “partnership”, 150 of the 237 homes would be for Wates to sell, and of the 87 Brent Council homes, only 56 (half of them family size units) would be for letting at London Affordable Rent level. Of the other Brent Council “affordable” homes, 28 would be for shared ownership and 3 would be sold at a discount from market price.
These are the main recommendations in the Report to Brent’s Cabinet, and the “Cabinet Member Foreword”, which gives the Council Officers’ “spin” on why they want our top elected councillors to agree the recommendations they have made:
All of the WHZ Council flats in Ujima House and the Council’s London Affordable Rent homes at Cecil Avenue will come under Brent’s Housing Revenue Account, but the Estate Management Company (“EMC”) will also require payment of service charges from tenants living on that site. As the services provided by the EMC are quite broad, and it appears that it will hire a managing agent to carry out some or all of those services, tenants at the Cecil Avenue site are likely to face quite high service charges on top of their “genuinely affordable” rent.
As ‘Wates have experience of setting up similar companies’, Brent will let them take the lead on setting up this EMC, but once Wates have sold all 150 of the 237 homes at Cecil Avenue (which our Council allowed them to have under the 2023 partnership agreement) they will walk away from the EMC. ‘Brent Council will then have full control, ownership and responsibility for the Company’, which in turn means that the Council will have full responsibility ‘for repair and maintenance of the structure’.
I may be a pessimist and a cynic, but I can’t help feeling that this will leave Brent Council, through its by then wholly-owned EMC subsidiary, at risk of a situation similar to that experienced when it had to bail out its First Wave Housing subsidiary over Granville New Homes. Those homes had been built through a partnership between Brent and the developer, Higgins. (Disclaimer: I am not suggesting that Wates workmanship is on the same level as that of Higgins on that 2009 South Kilburn project!)
Turning to “The Pages”, when I was in the High Road,
trying to take photographs of the Cecil Avenue site hoardings across the street
(through the traffic tailed back from road works at the Ealing Road junction!),
a visitor to Wembley asked me if I knew why the development had been given that
name. Was it because it used to be a printing works, or something like that? I
said it was the first time I had seen “The Pages Wembley” name, that there used
to be a school on the site, and my guess was that it might be a reference to
the Page family, who were major landowners in the area several centuries ago.
Sure enough, when I searched for "The Pages Wembley” online, I found that: ‘The name is a nod to the Page family, who became major landowners in Wembley in the 16th century.’ I also found that Savills are already marketing the private homes here on their website. This is a small sample of what is on offer:
Composite of images from a Savills video and Savills sales website.
It is interesting that the top image, from the video, shows that it was issued by Savills International Realty Limited, and the black letters under the Savills name in their logo appear to be in Chinese characters! Echoes of Brent’s “partnership” development at Willesden Green Library? The video showcases Wembley as a “world class location”, and most of its filming appears to have been done at Quintain’s Wembley Park development, with just a handful of CGI pictures of what “The Pages” is meant to look like when it is completed, which should be in late Summer or Autumn 2026 (not March/April 2026, as implied in the video)!
The opening line of Jane Austen’s novel “Pride and Prejudice”. (Image from the internet)
I can’t help thinking that the link between Brent Council’s development at Cecil Avenue and the Page family is ironic. The last of the wealthy Wembley Pages were four brothers, who were contemporaries of Jane Austen (the 250th anniversary of whose birth is being celebrated by the BBC at the moment). As I showed in Part 2 of The Wembley Park Story, in 2020, they seemed to have overlooked the important truth that rich families needed to produce an heir, to pass on their wealth to. The will signed by the final Page brother left all of the family’s wealth to his solicitor (or so the solicitor claimed – he went on to live in one of their mansions in Sudbury, and became a governor of Harrow School).
It is a truth (almost) universally acknowledged that a London Borough has thousands of people in want of an affordable home to rent. And if you look at some of the signs on the hoardings outside “The Pages” in the High Road, that is what you would think Brent Council was building there.
When Brent’s Cabinet made its formal decision on the WHZ development in August 2021, they knew what the borough’s housing needs were. These had been spelt out in the Brent Poverty Commission report, whose recommendations (including borrowing when interest rates were low to build more Council homes, especially those for social rent level, which was all that many local people could afford) the Cabinet had accepted less than a year before.
So what was ‘the Wembley Housing Zone Vision’ which they were delivering? I think that the deal they signed with Wates has “swindled” many Brent residents in housing need out of a home that they could have had (and could have had by 2024, if the Council had not gone down the “developer partner” route). What do you think?
Philip Grant.