The link road will provide a new access to the Leisure centre and Riverside car and coach park from the Warwick Road. A key objective will be to remove any vehicle movements from the Bridgeway 'gyratory' system that do not need to use this route. This will help to ease congestion on Bridgeway and in particular the lane change movements that are necessary at the Warwick Road and Bridgeway junction.

Reducing traffic and congestion on Bridgeway will contribute towards the aim of improving the important route, not only in terms of less congestion but also by making this route more pleasant to walk, both for residents and visitors.

The principles of the scheme were approved by the Stratford-on-Avon District Council and the Warwickshire County Council when they adopted the Waterfront Masterplan which proposed a range of improvements in the RSC to Bridgeway corridor.