Brent Council launched its 'Vision for A New Wembley' in 2004 and produced further details in 2009 in its 'Wembley Masterplan'. This document sets out guidance for the future development of the area, to include:

"a bustling new retail street, a landmark Civic Centre and a new public square to create a vibrant and active new town centre identity".

The need for a new shopping street in this location, co-existing with Wembley High Road, has also been endorsed in Brent's newly adopted Local Development Framework document. There is also a clear need to create a setting for the new Brent Civic Centre, which is due to open in 2013.

Although the Wembley Masterplan covers a very large area, including all of Quintain's land ownership and beyond, the next stage of the regeneration covers the 14 acres of land immediately surrounding the new Civic Centre. This is the land to the west of Olympic Way and bounded by Engineers Way, Fulton Road and Empire Way.

At present this is predominantly laid out as car parking, which will be accommodated elsewhere on Quintain's ownership once development occurs, together with a few industrial uses on short leases.

The Civic Centre was unanimously granted planning permission in March 2010 and sits at the heart of the Opportunity Area close to the Stadium and opposite Wembley Arena and Arena Square. The ten-storey building will accommodate around 2,000 staff with all Council services delivered from one building for the first time ever.

Half the building will provide a range of exciting new facilities for the local community to use. These include a multi-purpose foyer with grand civic steps, a flexible community hall for up to 1,000 people, a new library and learning centre, a winter garden and a smaller Civic Hall with an external terrace and a cafe. There will also be an expanded Registrar's service with a wedding suite and wedding garden.