seaside business

How piers can regeneratecoastal towns

BRINGING SEASIDE INVESTMENT TO LIFE

businessseasideIssue 1 . 9 March 2012 seasidebusiness.co.uk

Coastal communities get crucial funding

The battle heats

up for the £24m

regeneration pot

Reinventing our seaside identity

Is a rebrand

the right plan

for Skegness?

Wonderland will revive Llandudno

An exclusive

preview of

the new Alice

attraction

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22 NEWS

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Andy MortonThe UK’s flourishing seaside resorts could serve as role models for some of Europe’s deprived coastal areas.

The inaugural Best Practice Award for Coastal Towns, which will hold its prize ceremony in Blackpool this May, aims to share the continent’s best ideas for seaside regeneration.

Local councils are urged to send details of their best regeneration initiatives to the Council of Europe (CoE) by April 1.

President of the CoE’s Congress of Local and Regional Authorities Keith Whitmore said the experiences of rejuvenated towns, such as Blackpool and Brighton, could prove invaluable for struggling EU regions.

Whitmore, who heads the award’s steering committee, said: “There are towns in Europe where there is serious dereliction, such as those along the Belgian and Dutch coasts.

“There were very dark times when Blackpool lost the super-casino bid

to Manchester in 2007, but now it attracts 1m visitors a year.”

He added: “Seaside regeneration is not just a UK thing, it’s happening all over Europe.”

The UK’s Local Government Association has spearheaded the project as part of Britain’s rotating presidency of the Council of Europe. It hopes the event will become an annual fixture in Europe.

Whitmore said: “This event is very appropriate for the UK, as we are an island with a great history of coastal towns. It is very much a showcase for our towns.”

UK to advise EU on coastal towns

Showcasing UK: Keith Whitmore

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kAtie sMithBlackpool Airport is developing an aeronautical masterplan in the next few months.

Airport director Paul Rankin said the strategy aims to safeguard the airport in the longer term and increase passenger numbers by 2030. It is hoped the scheme will bring substantial numbers to the area.

The airport will also benefit from its first French route. It is launching its seasonal service to Albert Picardie Airport in Bray-sur-Somme. Flights are available from April to August, focusing predominantly on inbound tourism. The airport has also organised a tourism forum on 1 March.

Rankin said: “We do not manage the bookings so cannot say how well the seats are selling. However the level of interest and enquiries has been very good and will hopefully bode well for the route.”

He said the airport is discussing opportunities with clients. “We are always developing routes,” he said.

Blackpool airport 2030 masterplan to boost tourism

Brighton bags £43m via conference drive

kAtie sMithVisitBrighton has attributed a surge in conference bookings to its targeted multimedia campaign.

Brighton has secured £43m worth of conferences for 2012, bringing in 28,250 delegates.

The city has managed to secure bookings worth £1.5m for 2016.

Multimedia campaigns: drawing in people from all over the world

Bookings from last year are expected to bring £58m to the economy. Thirty-nine conference enquiries were confirmed out of the 122 handled by VisitBritain last year.

These have been marketed domestically and internationally with Brighton & Hove City Council.

VisitBrighton marketing manager John Carmichael said that they had a range of online marketing activities to target conference organisers in the UK and abroad.

The team sends out a quarterly e-newsletter to highlight any new facilities in the city, such as restaurants and hotels.

He said: “We’re moving away from the seaside resort aspect and focusing on the city. Brighton has succeeded and others are looking to follow. We listen to conference organisers so we can meet their requirements.”

VisitBrighton has hosted French and German events managers in the city. It also attended conference planning events, including Confex in March and VisitEngland in August last year.

Brighton & Hove City Council media officer Alan Stone said: “We’re busy not because of the Olympics but because of the marketing work we do to bring conferences to the city.”

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CONTENTS

news 2

Comment Peter Hampson: staycations 8Jeff Sutheran: off-season 8

AnalysisFund awakens seaside 9Coping without funding 10Energy park sparks investment 10Online promotion methods 10

FeaturesTowns count cost of piers 12Welsh path a success 14Quarrying causes division 15Rebranding the seaside 16Battle over golf 18Regenerating through castles 19Alice’s Welsh wonderland 20Tourism for all seasons 22Connecting town and sea 23Profile: Ben Fogle 24

editorRachael [email protected]

deputy/Production editorAndy [email protected]

news editorCed [email protected]

deputy news editorHelen [email protected]

Features editorPamela [email protected]

sub-editorPui-Guan [email protected]

online/Pictures editorLucy [email protected]

reportersMichael [email protected] [email protected] [email protected]

App designerTom [email protected]

Cover photoJohn Byfordbyford.co.uk

Seaside Business and seasidebusiness.co.uk are published by PMA Group. They were created by postgraduates from the Winter 2012 Magazine Journalism Diploma Course.

NEWS

In Berlin: British countryside promoted by campaign but coast was missed out

LuCy inghAMThe seaside has been ignored in an international campaign highlighting Britain as a tourist destination.

The GREAT promotion run by VisitBritain is one of the largest ever, with posters and television adverts reaching 90m people worldwide.

China, India and the USA are among the countries targeted. The promotion features notable British buildings, attractions and icons.

VisitBritain press officer Mark Di-Toro confirmed that the seaside was not included. He said: “There is no specific picture of the beach. To overseas visitors our beaches aren’t quite top of the list to visit.”

British Resorts and Destinations chief executive Peter Hampson agrees that the seaside is not a priority for VisitBritain’s campaign.

VisitBritain snubs seaside

He said: “I don’t think it is a critical issue. International tourists are not the bread and butter of the majority of seaside destinations.”

Numerous regional tourism boards were approached, but all were reluc-tant to comment.

Di-Toro confirmed that VisitEngland is running a domestic campaign later in the year. He advised that this includes significant coverage of the British seaside.

However, this will do little to attract international visitors to the coast.

Ad campaign success brings in surge of visitors to Jersey

rAChAeL reveszA new television advertising campaign has helped increase Jersey Tourism website enquiries by 150 per cent since December.

Jersey Tourism director David de Carteret said the campaign was doing “incredibly well” and that accommo-dation and leisure bookings had gone up since the initiative was launched.

De Carteret said: “We don’t see tourist numbers being a problem, and we still expect many people will visit the island this summer as they will want to get out of crowded London.”

Jersey Tourism has spent £1m on the campaign, which features four well-known locals, including singer-songwriter Nerina Pallot.

The organisation anticipates a high number of visitors despite not planning for any potential shortfalls during the Olympic Games.

“The Olympics has to be dealt with as a distraction,” he said. “We are continuing to promote Jersey as we always do throughout the entire summer. But we’re not an Olympic product.”

The island’s residents and parish society More Than Gold is planning a parade of self-designed Olympic torches across Jersey on 15 July.

Jersey Tourism director David de Carteret said: “I’ll talk with [organiser] Reverend Billy Slatter to say we’re not getting involved. It’s difficult because the Olympics organisers would never give approval due to the religious connotations.”

An Olympic community festival planned for 28 July has already been cancelled due to lack of manpower.

Reverend Slatter said support from organisations such as the Jersey tourism board would have been helpful.

Andy MortonSeaside groups have welcomed the £23.7m Coastal Communities Fund, saying it is time the government worked to ease seaside decline.

Bournemouth Council service devel-opment officer Andrew Emery added: “We have been waiting in anticipation. There is little funding out there.”

Suffolk Council economic regen-eration manager Mike Dowdall said: “It’s been a long time coming. But we’re glad it’s here and we can get the opportunity to pitch for the money.”

Communities secretary Eric Pickles announced details of the fund last month. He urged bids from all organisations that support economic development in coastal areas, includ-ing charities and local businesses.

The fund allocates cash to England, Scotland, Northern Ireland and Wales on the basis of revenue generated by their regional Crown Estate. Wales will take only a £1.15m share.

Isle of Anglesey County Council development officer Adrian Jones said: “£1.15m is quite a small scheme for the whole of Wales. The fund is suitable for small revenue projects.”Coastal Communities Fund p9

UK to dip into government £23.7m fund

Jersey kayaking: plenty of activities for those escaping London Olympics

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3NEWS


IN BRIEFGallery draws in more visitors for MargateTourism figures in Margate have increased by half since the Turner Contemporary Gallery opened last year. Visitor numbers to the East Kent seaside town rose by 42 per cent compared to the pre-vious financial year, according to Thanet Visitor Centre.

Trump’s leisure project facing possible delaysDonald Trump’s Aberdeen-shire leisure development may be deferred by road works, according to Fortmartine plan-ning officer Ann Ramsay. Local farmers have appealed a court decision to build the Aberdeen West Peripheral Route (AWPR).Transport Scotland refuses to work on the linking A90 until construction starts on the AWPR.trump’s development p18

Sunderland to have the tallest bridge in the UKA proposal to build the UK’s tallest bridge has received a £82.6m grant from the Depart-ment of Transport. The structure will peak at 187 metres and could become a new landmark for the North East, bringing opportuni-ties for regional growth. As part of the Sunderland Strategic Transport Corridor project, it aims to provide a link from the A19 to the Port of Sunderland.

First UK seaweed farm planned for summerThe Crown Estate will launch the UK’s first seaweed farm on a 74-acre site near Oban on the Scottish west coast. It will test the commercial viability of the marine plant. seaweed economy see website

Anglesey £2m Beaumaris pier completed by EasterThe refurbishment of Anglesey County Council’s Beaumaris Pier will be completed by spring. The project, which had been in the pipeline for two decades, started in January last year. It includes a new floating pontoon to improve access for boats.

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IN BRIEF

Torquay seafront gets £12m property complex go-ahead

Government fund to revive halted Dorset businessesDorset Local Enterprise Partner-ship’s £6.5m government award is a chance to put the area on the map, according to Dorset County Council. The money will unlock stalled development schemes. Council economic development manager David Walsh said there was an urgent need to create business plans to advertise Dorset to investors.

Criccieth hopes to pull in business with hotel plansSeaside hotel group Leisureplex will create business opportuni-ties in Criccieth with a £1.25m hotel redevelopment. Welsh Government heritage fund Cadw has part-financed the restoration and extension of the George IV. The hotel will stay open during construction, which ends in June.

Skegness hotel and leisure plans stalled by site ownerEast Lindsey District Council is awaiting a design for a Skegness hotel complex. Lincs Design Con-sultancy said it cannot do any-thing with its outline application until client instructions arrive. The site owner has three years to provide a layout design.

Endeavour Park strikes deal with major new investorA distribution centre under con-struction in Southampton has secured a deal with an undis-closed investor. Endeavour Park will have nine acres of industrial and warehousing space to let. Canmoor Developments bought the former NXP site in a multi-million pound venture.

Council funds major repairs for Lews CastleWestern Isles Council will spend £2m on urgent repairs for Lews Castle on the Stornoway coast. The building’s full-scale restora-tion has not yet been approved because there is a funding gap. The council is seeking additional funds from government agen-cies such as Historic Scotland.Castle restoration p19

Redcar coastal landmark due to open in autumn

MiChAeL gLenister A £70m redevelopment of Cardiff’s Barry Island Pleasure Park should get the go-ahead on 1 March. Park owner Ian Rogers said the project had been in the pipeline for four years.

The planning committee deferred the decision in February so it could carry out a further site visit before approving plans. Rogers said: “They have insisted on a site meeting, but we feel it is just a formality.”

Fun park gets £70m green lightProject delays mean the Pleasure

Park is committed to using the exist-ing fair site for the new season.

But Rogers said that if the indoor leisure venue was approved, half the existing site would be cleared to make way for the commercial side of the development, due for completion by next year’s tourist season.

Rogers said he was prepared to wait if it meant he got the green light.

PAMeLA MArdLeA four-star hotel expects to have 40 per cent of its capacity booked before it even opens.

It will be developed in Ballycas-tle, Northern Ireland. Moyle District Council chairman Paudie McShane said the hotel, the only one in the area, would benefit from the high numbers of tourists passing through.

McShane said: “There are astro-nomical numbers of tourists coming

“It has been frustrating at times but I’m not going to come this far and then start worrying about another four weeks,” he said.

The residential phase of the project would follow the commercial phase as part of a two-year redevelopment.

Rogers believed that Plaid Cymru is holding back the project with con-cerns about the residential element of the scheme.

Ballycastle hotel sets sights on record occupancy levels

to the north coast, but their night stays are non-existent. The hotel will mainly attract new tourists to the Northern Irish market.”

The £200m development will have 120 bedrooms and has attracted fund-ing from Invest Northern Ireland (NI) and Diamond Investments.

The council is meeting with Invest NI next week to discuss funding, and is in talks with more investors.

LuCy inghAMA £12m waterfront development in Torquay has been approved.

The scheme, which consists of four restaurants, residential proper-ties and holiday apartments, has been welcomed by local businesses. The building will be six-storeys high and designed in a modern Riviera-style.

Chief executive of Torbay Town Centres Company Ian Broadfoot said: “We are very supportive of this scheme.

It is a key site for the town centre and we are happy to see something of this quality developed there.”

Local businesses have welcomed the approval, and believe the project will rejuvenate the dilapidated waterfront.

The scheme, designed by Kay Elliott Architects, also has support from locals. One resident said: “This is so important for Torquay. This will encourage investment into the bay.”

Pui-guAn MAnRedcar will welcome a £1.6m land-mark attraction in October.

The 80ft ‘vertical pier’ is being built along the town’s seafront. It will create more than 80 jobs together with a new creative industries hub, and will be open to the public.

The structure is part of a £30m regeneration scheme funded by the European Union and the European Regional Development Fund, which will also improve sea defences.

Redcar and Cleveland Council estimates the finished seafront will create 250 jobs.

It aims to raise visitor numbers from one million to two-and-a-half million per year by 2025.

The upper levels will feature studios and workspaces that creative indus-tries can lease.

It is hoped it will attract advertising, graphic design and marketing busi-nesses, among others. The council’s capital development specialist Matthew O’Neill said it is “a great opportunity to capitalise on an emerg-ing sector in the area.”

He added: “It has been a tremen-dously positive experience for the town to see the transformational changes taking place.”

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Aiming high: project directors are confident about their hotel development

NEWS


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IN BRIEFEastbourne to cash in on record conference visitsEastbourne expects record levels of conference visitors this year. They will bring £7.5m into the East Sussex borough, according to Eastbourne Borough Council. It expects 15,000 delegates for 2012, an increase of more than four per cent on the year before.

Ramsgate turns up the heat on solar-panel park A 1,000-panel solar park is being considered in Ramsgate. The project is awaiting planning approval. It will generate 250kw of electricity. The power will be sold back to the national grid through a tariff scheme.

Scotland waves hello to marine energy initiative The north of Scotland will develop the UK’s second marine energy park in June. The Pentland Firth and Orkney Waters site is a joint development between the Scottish and UK govern-ments, backed by Scottish Power Renewables, Scottish and South-ern Power Distribution and inter-national company Meygems. The first marine energy park, Wave Hub, is in Cornwall. Analysis p10

Plymouth looks to shore for district developmentLocal businesses in Plymouth are considering plans for a water-front development initiative. The Business Improvement District would allow participating busi-nesses to vote on appropriate schemes for the area. Funding would come from a weekly fee paid by Plymouth City Council and participating companies.

Hotel finds tweet success with secret Twitter dealsA hotel in Cornwall is targeting locals by advertising secret deals through Twitter and regional newspapers. The Sands hopes it will help maintain off-season business. Sales and marketing manager Jo Lake said the project was being trialled but had been successful.

Counties told to connect

MiChAeL gLenisterThe Wales Tourism Alliance (WTA) has called on the Welsh Assembly to reduce red tape.

Tourism came under the control of a cabinet minister, Edwina Hart, for the first time in May last year. WTA chief executive Adrian Greason-Walker said the organisation hoped to work closely with Hart’s new tour-ism advisory panel.

Greason-Walker said: “Tourism cannot be taken for granted and we’ll be looking to work with the Welsh government to reduce any red tape.”

Cut down on bureaucracy, Wales warned

MiChAeL gLenisterA £4m cut has been made to Wales’ Digital Tourism Business Framework after the Wales European Funding Office withdrew its funding.

Now worth £13.8m, the project supports businesses looking to develop their use of digital and infor-mation technology products.

Fifty-two companies received diag-nostic help of more than £700 each for websites and social media.

But none has received any financial support despite applications open-ing in March last year. The project received 174 submissions.

Project manager Leighton James was not prepared to comment on the status of the scheme.

The DTBF will run until 2014, by which time “Wales’ tourism industry will have moved from relative eBusi-ness immaturity to being firmly in the digital age,” according to the project.

DTBF hopes that businesses suc-cessfully implementing new digital projects will share their experience on sharewales.com. The site is a new forum for ICT professionals, which aims to maximise investment through knowledge sharing.

Funding drop leaves £4m hole in digital tourism plan

Pui-guAn MAn Councils are calling on businesses in remote coastal areas to support bids for improved broadband access.

The Department for Culture, Media and Sport has allocated £530m to improve coverage nationwide.

Lincolnshire County Council senior projects officer Jenny Evans said: “We have to show there is a demand for broadband suppliers. The coastal areas here are the most deprived. Some businesses are still struggling on dial-up.

“The problem with bigger suppli-ers is that they want to see value for money. We need to show demand from more businesses and residents.”

Suffolk County Council leader Mark Bee said: “Our seaside towns

LuCy inghAMA local currency launching in Bristol is using technology to ensure its success.

The Bristol Pound will allow payments by text and online. The initiative is the first of its kind in the UK. It will debut at the end of May and also come in note form.

The not-for-profit project is designed to encourage the use of independent traders. It is not open to national companies.

The currency targets residents, but tourists can use exchange points to get paper money. Users open online accounts with Bristol Credit Union to allow digital transactions.

Director of Bristol Pound Com-munity Interest Company Ciaran Mundy said: “The vast majority of money is spent electronically. Other UK schemes just use paper notes.

“They’re very successful in raising awareness of local businesses

Bristol Pound lands online

have not had the best coverage. Some coastal areas in Suffolk are still on dial-up. There is a great need to get every-one on at least 3Mbps.

“Up to 1,000 businesses in Suffolk have shown they want faster

Go slow: some far-flung coastal regions still rely on dial-up internet

broadband, but we are aiming for 10,000 signatures. Similar-sized counties on the edges of the UK, such as Norfolk and other places, have the exact same problem as us,” he said.

but the money involved remains relatively small.” Mundy hopes digital payments will make the currency more widespread.

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IN BRIEF

Pui-guAn MAnPembroke County Council is negoti-ating a £490,000 scheme to develop a new tourist attraction in South West Wales’ Pembroke Dock.

It has partnered with Pembroke Dock Sunderland Trust to transform Garrison Chapel into a military heritage centre. The project is part of the £3.2m Haven Towns Regeneration scheme, aided by the council and the European Regional Development Fund.

European manager at the council Gwyn Evans said: “We are negotiat-ing with the site’s owner and work-ing with heritage groups to bring the chapel back to productive use.

“We have all the funds to start work on it, so it’s down to them to step up to the plate and help deliver the centre.”

The exhibition centre builds on the county’s military history brand. It is hoped the branding will attract school parties and military history and engi-neering enthusiasts.

Council head of regeneration Martin Wight said: “We hope to cap-italise on military points of interest within the county to attract significant numbers of new visitors.”

The unused site is the only Geor-gian military chapel in Wales.

Cleethorpes Pier takes on new identity in rebrandCleethorpes Pier owner Alistair Clugston is considering a rename after a successful front-build-ing overhaul. He changed The Pier nightclub to Tides Bar and Restaurant, which he turned into an over-21s entertain-ment venue. Pier manager Paul Edwards said: “We have already put the idea of an entire rebrand into motion.“seaside rebranding p16

Swansea Marina property appeals to TV audienceA Welsh obser vator y has attracted buyers nationwide after it was featured on TV show Grand Designs. Over 30 parties have expressed interest in buying the Swansea Marina property. Tender applications close at the end of March.

Humber injects £6m to support delayed projects Humber’s Local Enterprise Part-nership will use £6m to aid small projects that have stalled due to lack of capital. Partnership mar-keting manager Ed Moss said the fund would help complete projects quickly with the aim of creating jobs immediately.

Falmouth BID expands pilot car-parking scheme Falmouth may be extending its free car-parking initiative. Falmouth’s Business Improve-ment District (BID) plans to repeat last month’s trial scheme in November to encourage trade and raise the profile of the town. The Quarry and the Dell were free on Wednesdays during February. towns and seafronts p23

Kirkcaldy embraces £9m scheme to rebuild wallKirkcaldy has received £9m to rebuild its sea wall. The defence has degraded since it was installed along Fife’s coastline in 1922. Fife Council’s Capital Plan fund gave the money to the town to repair the wall and upgrade rock armour.

rAChAeL reveszEast Lothian expects a direct eco-nomic impact of £14m during the golf Open Championship next year.

The tournament, at Muirfield in Gullane, will attract the world’s top golfers, including Tiger Woods.

Golf Open cash boost hits East Lothian region

JessiCA kingPlans to dredge Falmouth Harbour could unlock nearly £107m worth of development plans.

Permission depends on the Marine Management Organisation (MMO), which is concerned about environ-mental risks.

Falmouth harbour master Mark Sansom said the Port of Falmouth Masterplan study showed the need to dredge the channel into Falmouth Docks, safeguard the existing port, as well as developing businesses requiring its use.

Sansom said: “The approach to the harbour is shallow by modern port standards, making it unsuitable

for larger vessels.” Falmouth Harbour Commission-

ers believes increasing the channel to eight metres would accommodate larger vessels. Many local businesses have stressed the importance of the commercial opportunity it offers.

Owner of Harbour Lights restau-rant Pete Fraser said: “As part of the local business community, I think the economic argument completely out-weighs the environmental issues.”

The project is vital for ship-repair firm A&P. It has joined the MMO in researching the proposal’s effect on the 8,000-year-old calcified seaweed in the bay.

£107m harbour plan at Falmouth

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Ced yuenA decision to redevelop Bourne-mouth’s West Cliff could be made in early May, according to architects Anders Roberts.

Bournemouth Borough Council is considering plans to knock down the Bournemouth International Hotel and rebuild the Ocean Palace restau-rant. Anders Roberts associate Chris

Shipperley said: “Nothing has been confirmed, but we’re hopeful.”

Town planning consultant Tanner & Tilley’s director John Montgomery said: “This development will be at the forefront of the area’s regeneration.”

The plans include building a block of 57 flats and nine holiday homes, as well as underground parking.

T&T business executive Carlie O’Neil said the homes could create a client base for the revamped Ocean Palace restaurant.

“At the moment the restaurant is quite a walk from other places. After the flats are built, the restaurant would have a lot of potential customers on its doorstep,” she said.

Verdict on West Cliff makeover set for May

Harbour development: cash injection lies in the hands of the MMO

Garrison Chapel: work in progress

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development manager Susan Smith said: “The Open will encourage people to stay in these towns and spend money in the local economy.”Golf inspires investment p18

Garrison chapel earns stripes in military revamp

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IN BRIEFTendring Council invests in coastal protection planTendring District Council has set aside £3m for coastal pro-tection. Authorities approved the grant, which will see part of a £17m budget spent on flood defences. Cabinet member for regeneration Sarah Candy said: “Money has not been budgeted for this before. It is a real sign of commitment.”Connecting town and sea p23

East Riding faces funding drought for flood reliefEast Riding Council will put £300,000 towards supporting residents and businesses whose buildings have been damaged by coastal floods. The money is all that remains from a £1.2m fund, which DEFRA granted two years ago to protect residents from coastal erosion.

Development drives the tenants out of WaterfrontA seaside business centre is evict-ing tenants to allow a multina-tional company to move in. BAE Systems is expanding to Water-front House, Barrow-in-Furness.The eviction comes as Water-front-based business support agency Furness Enterprise said it would close in August.

Harwich invests in local apprenticeship schemeHarwich will offer 20 logistics apprenticeships to capitalise on increased shipping and off-shore wind, partly funded by the European Social Fund. Essex County Council also contributed funds, and is offering a range of incentives to businesses running further schemes.

Maritime college planned by Dover Harbour BoardDover Harbour Board has pro-posed a new maritime college for the region. Potential courses include marine engineering and biology. A timescale has not been established, but the board is considering entering into a partnership with Canterbury Christ Church University.

Cycle West in promo drive

Cleethorpes locals publish seafront guide

Trust wins harbour takeover bid

heLen hArJAkCycle West is launching a South West England marketing campaign.

The collaboration between England and France will promote the area to domestic and European tourists.

Three cross-channel cycle routes will run from Normandy and Brittany to Dorset, Devon and Cornwall.

Hundreds of riders will take part in the first tour of the Petit de Manche route from Weymouth in June. The path also coincides with the 2012 sailing event.

Sector Marketing agency was recruited to run the UK marketing and press campaigns.

Plymouth media company Denham Productions will direct the project’s video content.

Marketing coordinator Steve Price said: “We’ll be creating partnerships of cycle-specific activity in the next year. Cyclists will bring additional revenue for local businesses.”

Price said the route would extend the tourism season to late autumn, because cycling is not considered a seasonal activity.

Cycle West is part of a project between councils and tourism boards in England and France and UK charity Sustrans. It is financed by the European Inter-regional Development Fund.

PAMeLA MArdLeA Cleethorpes residents’ group has produced a tour guide to capitalise on tourism brought in by the town’s coastal railway.

Cleethorpes Renaissance Town Team’s (CRTT) Circular Trail Leaflet includes directions for along the sea-front and to the Greenwich Meridian Line via the town, to encourage sight-seers to stay for longer.

CRTT president Barry Waby said: “Visitors stay for half an hour to see the railway then go straight home.”

The leaflet is one of the group’s many cost-effective ideas to encour-age widespread tourism. But bigger proposals have been halted since

the local council ceased funding the group. “We need to reconsider what are realistic targets,” said Waby.

Tours like the Humber Explorer, operated by TransPennine Express, bring rail enthusiasts from Bristol to see the famous Cleethorpes Coastal Light Railway.

“The town used to be a Victorian holiday destination and we want to bring that back. Cleethorpes has a lot more to offer as well as the railway,” said Waby.

Taking charge: the town team

heLen hArJAkQueenborough community group has won a bid to manage Queenborough Harbour on Kent’s Isle of Sheppey.

The non-profit trust, which includes members of Queenborough Yacht Club (QYC), rowing club and history society, will manage the harbour’s plans and capital expenses from 1 April.

QYC board representative Eddie Johnson said: “Not a lot of invest-ment has been put into the harbour, so we are improving the services.”

The new company, Queenborough Harbour Limited, will be in charge of the harbour’s facilities.

The trust will run a refuelling facility and ship-to-shore water taxi service from the moorings. It also aims to increase the number of moorings.

Johnson said they were expect-ing many European boats during the Olympics. He added: “If we improve facilities, we will attract more people who previously docked at Swale Marina or St Katharine Docks.”

rAChAeL reveszSainsbury’s will give Bognor Regis £500,000 to transform its economy over the next two years.

The cash comes from its new Bognor store, to compensate for the effect on local retailers.

Half the money has been allocated to improving transport. Plans to build a multiplex cinema are being dis-cussed between Arun District Council and property developer St Modwen, which has already put in two failed proposals.

Town councillor Pat Dillon said: “Our ward has the third highest Index of Multiple Deprivation (IMD) in Sussex.

“We definitely need this money. It’s important that people come to Bognor Regis not just when the sun is shining.”

Sainsbury’s to fund Bognor Regis economy

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COMMENT

Editor’s Letter

interview by PAMeLA MArdLeHuge numbers of visitors come to Northumberland. That needs careful management because some aspects of the environment are very fragile. The aim of the Area Of Natural Beauty (AONB) is to take care of that.

We manage the footpaths and ensure the area is preserved, not only for now, but also for future genera-tions to enjoy.

Rise of staycations means doubling tourism market potential in the UK

Why is year-round tourism so important?

British Destinations chief executive Peter Hampson talks UK staycations

Chair of North Northumberland Tourism Association Jeff Sutheran highlights the need for seaside resorts to offer something unique and sustainable

interview by rAChAeL reveszThe perception that UK holidays are dead in the water is a fallacy. Stay-cations, when people holiday in Britain, are hugely positive, indeed more positive than you might think.

Staycations have introduced swathes of people to the delights of exploring their own country. Initially holiday-makers had no choice but to stay here to save money, but research shows that they were surprised and pleased with what they found. Having said that, there are recessionary pres-sures: people are looking for top-class service at bargain prices.

Resorts also have to offer some-thing unique. Due to national policy, the words ‘seaside resort’ imply that everywhere offers the same thing. That is simply not true. Seaside resorts are individual, and their success depends on their established place in the tour-ism market. There are obvious places

Visitor economy is very important. Twelve per cent of Northumberland’s GDP comes from tourism, two per cent more than the average across England. We’re active in welcoming visitors so locals can sustain their business and also be guardians of this landscape.

The AONB is acutely aware that people have got to make a living. The environment is not the only thing that makes a place unique: it is the people who live there and the work they do.

We promote the importance of local food. Instead of sourcing hand-made jams, chutneys and soaps from south England, we want to meet those demands locally. It is about keeping the pound in Northumberland.

We have some brilliant producers of high-quality food so we want to encourage visitors to take some home. It’s those kinds of simple and practical things that have a real impact.

We see the value of bringing people in outside the summer season, as Northumberland is beautiful the whole year round.

In fact, visitors say that the light quality in the winter is outstanding and many professional photographers come at that time of the year.

such as Brighton, which operate on a wider level and will also benefit signif-icantly from the rise of staycations.

The problem is the amount of effort it takes to maintain a town’s place in the market, and you have to be real-istic about what chances of success you have. Another issue with retain-ing your place in the traditional market is access. For example, Brighton is still extremely accessible to London, as is Weston-super-Mare to Birmingham. Whereas, if we look at Morecambe, which used to be Birmingham’s holi-day destination of choice, we can see that its rail linkage has diminished.

Blackpool, however, still enjoys a vast number of visitors who live within a few hour’s drive. But there is no denying that connectivity is an issue in this country.

Every seaside resort must have an element of local and national appeal.

Most tourism products are leisure products, which visitors as well as locals can enjoy. An example would be fish and chip shops. They might cater to tourists but which town doesn’t have a takeaway?

Ultimately, we have an abundance of product in this country and we need to use it to generate mass- market tourism. Due to staycations, the poten-tial market has now doubled. But we must not milk this resource – we have to reinvest in the future.

“We value bringing people in outside of the summer season”

Welcome to the launch of Seaside Business, the only

magazine and website dedicated to the regeneration of the UK’s coastal economy.

Investigating this surprisingly untapped market, we discov-ered that many councils and busi-nesses have moved forward with the times. They pushed out the slot machines and instead rebuilt their piers, developed their leisure facilities and rebranded their image to attract investment.

It has never been more impor-tant to resuscitate coastal devel-opment. Holiday-makers struggle in the recession while towns on the outskirts can become coastal ghettos of unequal opportunity. The golden, seaside heyday of the 50s may seem long gone, but British towns and cities can enjoy the popularity they once did.

It’s high time a cohesive voice spoke for fragmented British coast-lines. Seaside towns have their unique problems, yet there are common denominators, such as seasonal unemployment, which mean we can learn from one another and be inspired from our neighbour’s success.

In this issue we take a look at prominent themes facing the sea-side industry today: rebranding, redevelopment and renewable energy.

We also bring industry experts and MPs views to the forefront, paving the way to a successful seaside Britain.

Tweet us @seasidebusiness or visit seasidebusiness.co.uk

Rachael Revesz

The different seasons bring challenges. In the summer we encourage dog owners to behave responsibly on the beach, and in the breeding seasons have to maintain passage through the dunes, which are a very fragile part of the environment.

We recognise that tourism has a big influence on local life and we want to be involved in every aspect of that.

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Sarah Candy, Tendring District Council cabinet member for regeneration

We welcome the fund – the government is putting the money where its mouth is. Tendring has one of the longest coastlines and there are other towns of deprivation. We can learn from other coastal towns. We are considering how to improve our roads and infrastruc-ture against flooding in Jaywick. Priorities for the fund also include training and apprenticeships.

Stuart Klosinski, Furness Enterprise (Cumbria LEP) industrial development manager

We will prob-ably submit a partnership bid with local authorities. We might suggest initiatives such as a discretionary grant scheme to encourage recruitment.

Nicola Radford, Coastal Communities Alliance (CCA) spokeswoman

The CCA is very pleased that the fund has been announced and it is testament to all the coastal organisations for their lobbying and hard work over the years. The fund will open up opportunities for innovative business develop-ment and expansion on the coast at a time of economic austerity.

Stuart Smith, consultant Wood Holmes chief executive

It’s about time there was a fund like this and that the unique requirements of coastal towns are finally being recognised. Our aim will be to help any coastal authorities, businesses or charities applying to the fund with project design, research or innovation advice. The key is to act quickly as it appears that partnerships only have a couple of months to apply.

Diane Ward, Copeland Borough Council regeneration project officer

We have just launched a partnership to emphasise the great aspects of our coastline and are hoping to use the money for this. It will be highly competitive so we need to put together a good bid before we apply.

Malcolm Bell, VisitCornwall head of tourism

Last time that a similar fund was available, I was impressed by the passion of the local people behind their bids. Tourism is on the up – St Ives and Padstow are good examples – but we need to invest in business training development. We would like to use the money to create spaces for events, such as Padstow’s food festival. Seasonal unemployment is also an issue. We need to increase tourism activity to at least ten months in the year.

Lee Byrne, Shepway District Council economic development manager

The fund is very welcome to us. We are hoping to use the money for various projects, including improving broadband for main employment sites and rural areas. We also have a scheme whereby we’re injecting £225,000 to employ 75 local people into apprenticeships. A third focus is providing face to face advice and support to local businesses.

Jose Socao, North Norfolk economic and tourism development officer

We’ve been keep-ing an eye on the fund’s progress for some time now. Nothing is concrete yet but we are keen to expand our Pathfinder Project. It looks at the east coast, which is the worst affected area by coastal erosion.

Nathan Cudmore, Cornwall Council economic policy manager

This fund is right up our street. We will be applying to expand our renewable energy market.

The launch of the £24m Coastal Communities Fund has been greatly anticipated. Now it is available, Seaside Business asks what local councils and development organisations plan to do with the money

Fund puts seaside on high alert

Paul Bell, East Riding Council head of economic development

We are looking predominantly at economic issues to attract more visitors to East Riding. Money tended to go into urban issues in the past. We are looking to put our coastal towns back on the map.

Adrian Jones, Isle of Anglesey County Council development officer

£1.15m is quite a small scheme for the whole of Wales. At this stage there are no projects for putting forward, unfortunately. The fund is suitable for small revenue projects. It doesn’t fit the projects we are working with. We might be looking into European funding instead as our projects need £0.5 to £2m.

Kevin Bentley, Essex county councillor, cabinet member for Economic Development and Waste and Recycling

The Coastal Communities Fund provides opportunities for funding projects in Essex’s coastal areas. Essex County Council and partners are excited to develop concepts to fit the remit of the fund and have been preparing ideas for some time. Much activ-ity is already underway within Essex to support and develop our coastal areas and we will be looking to build on this activity through the fund.

An array of negative statistics tells the story of our coastal

towns and resorts. Which makes the launch of the

Coastal Communities Fund all the more important.

First announced in July last year, it’s been a long time coming for people keen to get their hands on the £23.7m regeneration pot. Details on how the money will be allocated came from secretary of state for communities and local government Eric Pickles, who officially launched the fund in Southend.

Pickles said: “This is a great opportunity for long-overlooked seaside towns, large and small, to grab a chance to grow through imaginative and innovative projects that create skilled workers, and provide year-round jobs that build stronger local economies.”

Not only does the fund offer our seaside authorities, charities, volunteers and social organisa-tions a chance to get hold of some much-needed money, it’s also an opportunity look away from the bald stats, and look to the future.

Seaside Business asked a selec-tion of people working to make that future brighter what they thought of the fund, and how they might use it to re-energise our coast and keep its development on track.

By Andy Morton and Lucy InghamAdditional reporting: Michael Glenister, Helen Harjak, Jessica King, Pui-Guan Man, Pamela Mardle, Rachael Revesz, Katie Smith and Ced Yuen


NEWS ANALySIS


9


Seaside businesses are taking control of their futures as the

government prepares to abolish regional development agencies.

Reactions ranged from panic to anger when the shutdown of the vital funding source was announced two years ago. However, businesses are turning to alternative funding and self-promotion techniques.

the next two decades. The project was part-funded by the National Renewable Energy Centre, which is maintained by the RDA.

But the impending loss of that support, as well as the closure of the project’s other financial backer, has had a surprisingly positive impact on the scheme.

“We are now able to take on more of a role in promoting ourselves,” said BEREZ project officer Simon Page.

“We have made it look more like a development site with consistent colour-schemed signs.”

The industrial park has already attracted two potential customers and has overseen the expansion of businesses on the site.

Business zone Osprey Quay in Portland, Dorset also won substantial support from the RDA. It has received a significant £40m

since the South West RDA took over in 1999.

The agency also invested £4m in a sailing academy that helped Portland and Weymouth win the right to host the Olympic regattas.

But even though the agency will soon sever funding, its money has helped kick start other devel-opments in the Portland Marina area. One of these initiatives is a £30m leisure and tourism scheme predicted to provide 1,400 jobs by 2016.

A new marina is also in the pipeline at Osprey Quay. It will

The decision to axe regional development agencies shocked UK business. But Pamela Mardle found that going it alone has brought mixed success

Facing up to the reality of a revised funding environment

be the largest on the south coast, creating business opportunities and a further 50 jobs.

Portland Marina assistant manager Paul Swain said: “There are many aspects of construction on Osprey Quay left, but the customer base is funding this.”

Devon-based enterprise programme Outset Torbay is also at risk from the RDA’s closure.

Programme director Helen Harman said: “I am hopeful and confident that our project will continue after the initial three years of RDA funding.”

Portland Marina: developing the 2012 Olympic sailing regatta venue

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The Blyth Estuary Renewable Energy Zone (BEREZ) is one thriving example since internal management took over marketing.

The low-carbon programme houses the world’s largest offshore wind farm, expected to account for half the European market in

“We are now able to promote ourselves more actively”

The UK’s first marine energy park in South West England

(SWMEP) was given the green light for government funding in January and has further plans for expansion. Those involved believe that the SWMEP has the power to transform Britain’s economy.

The proposal, commissioned by Cornwall and Plymouth City Councils, involves 50 public and

private sector organisations. Over £100 million has been invested in the South West since 2005 in what the Department of Energy and Climate Change (DECC) claims is “world leading research and demonstration facilities”.

Cornwall Council Renewable energy and partnerships manager Tim German argues that the number of companies signed up

for the scheme will help mitigate the costs of insuring the offshore technology. He also stresses the need to invest in large-scale production, to enable British renewable energy companies to “jump over the valley of debt”.

He said: “The UK was about 15 years ahead of the game and owned some of the world’s first wind generators. But techno logy went elsewhere and we have missed out on lots of jobs and skill opportunities in this sector.”

The first stage of a nationwide scheme to promote onshore and offshore energy could provide a valuable long-term source of employment and investment. Jessica King reports on its impact on Cornwall

Wave Hub: Cornwall's marine centre tests renewables in commercial setting

Marine energy park brings regeneration to the Cornish coast

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However, if the UK can achieve its position at the centre of this industry, DECC believes the marine energy sector could be worth over £15 billion to the UK economy by

2050, as well as generate a 27GW energy capacity.

DECC minister of state Greg Barker said: “The coalition government came into office with a clear objective to raise UK ambition for marine energy. Our new policy to create marine energy parks has been central to this vision and will drive innova-tion and growth through the clustering of marine activities.”

Managing director of marine engineering firm A&P Falmouth Peter Child added: “This is fantastic news for Falmouth and the Cornish economy. We are delighted to see this commitment from the government and are focused on supporting the region to lead the way in marine renew-able energy.”

The SWMEP, which extends from Cornwall to Bristol and the Isles of Scilly, will continue to grow. A number of projects

“We want Cornwall to be a centre for marine renewable energy”

@seasidebusiness

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ANALySIS

Everyone knows websites are vital for businesses looking to attract new customers. But there is more that can be done to build online presence, ensure you are reaching your target market and increase the number of visitors to your site.

Twitter. ● Sign-up and tweet every day. People will follow users that follow them in return, so look for potential customers. Tweet about your product, but only when the topic has already been mentioned, and make sure you link to your website.Facebook. ● Create a business page. Consider paying for targeted advertising as well. Ensure you link your Facebook and Twitter pages to your website. Google. ● If your website doesn’t appear in a Google search, put in a request for it to be added. Improve your ranking by getting other websites to link to you but avoid meaningless keywords.Web-analytics. ● Plenty of tools are free, such as Google Analytics. They let you see who is using your website and how. Look for pages people are visiting and how quickly they are leaving. Improve pages with the shortest viewing times and make sure there is always a link to your homepage.

There are many other ways to get more visitors, but the important thing to remember is that you are creating online word-of-mouth about your company. A strong website with good pictures and videos will improve this, as will communicating with possible customers. By treating the internet as an interactive tool for creating dialogue, you can engage with people and ultimately boost your business.

HOW TO...

Use online social media to promote your business

By LUCy INGHAM

Social networks: there’s more to Twitter than celebrity updates

Twitter: www.twitter.com

Twitter guidebook: http://mashable.com/guidebook/twitter

Create a Facebook page: www.facebook.com/pages/create

Advertise on Facebook: www.facebook.com/business/dashboard

Ask Google to add a website: www.google.com/webmasters/tools/submit-url

How to improve your Google rankings: http://goo.gl/dzRyb

Google Analytics: www.google.com/analytics

Tutorial on using Google Analytics: http://goo.gl/ylpjr

Useful links for online promotion

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Facing up to the reality of a revised funding environmentThe start-up business, which

helps women establish sustain-able companies, received full funding for the pilot and is now 15 months into the project.

The future of Outset Torbay now relies on the Torbay Devel-opment Agency and external investors to raise enough to entice match-funding from the European Regional Development Fund.

However, the RDA has pumped £2.9m into the Torbay Develop-ment Agency. It will now find it difficult to raise enough to secure European help.

Harman said: “We cannot raise these funds alone. It is very likely that this project will close after three years if we do not raise these match-funds elsewhere.”

Community group Cleethorpes Renaissance Town Team is in a similar position. RDA Yorkshire Forward formed it in June 2009 to act as the local voice for regenera-tion and business opportunities.

Yorkshire Forward and the local council have now withdrawn

investment and resi dents must generate funding ideas.

President Barry Waby said: “This situation is a double-edged sword. Without readily available finance, people are getting fed up with their ideas being parked. A few ideas need council input to be implemented.” The group will meet next month to gather ideas.

Waby said: “If we make no headway over the next six months, we will have to accept that the projects we want to implement are beyond our capabilities.”

The future of some coastal businesses hangs in the balance until managers and owners find their feet.

This may not mean the end for many previously dependent com-panies. They have shown that the future of the seaside’s economy boils down to the commitment of businesses and local residents.

RDAs might soon be part of British history, but their economic effect will leave an important, long-lasting legacy. n

Marine energy park brings regeneration to the Cornish coast

2000 MW, which could create ●

5000 jobs and £2.4bn 1000 MW will lead to 2600 jobs ●

and £1.3bn 500 MW extra power will sup- ●

posedly create 1500 new jobs and generate £687m

Source: FREDs Marine Energy Route Map 2009

Revenue projections

Offshore base: wave testing facility

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at Cornwall’s Wave Hub, an offshore wave-testing facility, and Falmouth Harbour enable manufacturers to test new forms of renewable energy in a com-mercial setting alongside existing infrastructure.

New partnerships are also on the horizon. Wave Hub has signed with Ocean Power Technologies, a UK and US-based company that uses offshore buoys to capture wave energy.

Wave Hub spokesman Jason Clark spoke of further expan-sion for the energy park being discussed at the moment. He said: “We are looking at whether Wave Hub would be suitable for testing other offshore renewable technologies.”

German added: “We want Cornwall to become a global centre for marine renewable energy. The scheme benefits more than just the South West of England. We aim to bring as many businesses to this part of the world as possible.” n


11

On an October night in 2010, sometime between midnight and 3am and just

days after securing urgent restoration funds, Hastings Pier burnt to the ground.

Two men were arrested for arson, but never charged. The south coast town was left with a smouldering shell, instead of a new beacon of regeneration in an area hard hit by Britain’s changing economy.

It was a difficult time for the Hastings Pier and White Rock Trust (HPWRT), the not-for-profit company charged with rebuilding the 140-year-old pier. Funding plans secured from the Heritage Lottery Fund had to be changed and reapplied for.

But according to HPWRT chief executive Simon Opie, something positive did come out of the incident.

“The fire created a critical situation that made people increase their resolve for rebuilding the project,” he said. “That was a good thing.”

there were more than 100 piers on Britain’s coastline, great steel monuments to Victorian engineering and ingenuity.

Now there are just 58, six of which are in need of wholesale structural redevelopment, including Hastings. The number could change at any moment.

Chairman of the National Piers Society Tim Phillips said: “All piers need excessive amounts of money to keep them going, so financial insecurity could put any pier at sudden risk.”

There’s also the tendency of British piers to burn down in mysterious circumstances. Besides Hastings, Weston-super-Mare’s pier burnt down in 2008. Southend Pier caught fire in 2005 and Brighton’s West Pier went up two years before. Blame is often levelled at faulty deep-fat fryers or pigeons picking up then dropping lit cigarettes, though investigations are usually inconclusive.

get to, and is at the end of the road in terms of geography,” he said. “What HPWRT has now is a golden opportunity to put something on the new structure, and Hastings will then be known for providing the only seaside version of whatever it is it comes up with. But it needs something special to get people to visit.”

GVA Humberts Leisure consultant Martin Taylor, who worked on the regeneration of Brighton seafront, agrees. He deems compari-sons of Hastings with financially successful piers such as Brighton Pier unfair. The famous south-coast attraction was put up for sale in June for £30m, but has yet to find a buyer.

He said: “There’s a lot more to Brighton than just its pier. What Hastings needs is something that draws people on to the pier and then something to get them to stay and spend money.”

Hastings Borough Council is digging deep to make this happen. Adams-Acton said it was firmly behind efforts to redevelop the pier.

Coastal towns are putting piers at the heart of redevelopment plans. They are a vital tourist draw and part of Britain’s heritage. But fires and decay are causing mounting costs. Andy Morton finds out if they are worth the expense

Counting the cost of success for pier regeneration

Pier pressure: Hastings Pier burnt down in 2010 but local residents are working to secure an £8.75m rescue package from the Heritage Lottery Fund

Brighton seafront: enriched by its piers

“Can you imagine Blackpool without three piers? Would you get the same visitor numbers?”The Heritage Lottery funds have been

eagerly received in Hastings despite some claims from local groups that £34m is needed. They think the town should focus on attracting jobs instead of expensive redevelopments.

But Phillips said the pier could be Hasting’s best chance of employment.

“Can you imagine the attraction of Black-pool without the three piers there? Would you get the same number of people? Piers are a fantastic draw for their towns,” he said. “With Hastings, it can be the same.”

Plans for the structure are still in develop-ment, but both HPWRT and Hastings Borough Council have agreed that the new pier should act as a magnet for visitors to help revitalise an area stuck in a long economic depression.

In January’s Centre for Cities report, Hastings was 59th out of 64 towns for youth unemploy-ment and 60th for long-term unemployment behind Hull, Liverpool and Birmingham.

Monica Adams-Acton, head of regeneration in Hastings Borough Council, said the pier would be the western anchor in the town’s waterfront redevelopment, which the council hoped will reignite the town’s economy. “It’s an iconic structure,” she said.

But Phillips said the pier must reinvent itself as its own attraction if the town wants visitor numbers to increase. “[Hastings] is difficult to

HPWRT’s resubmitted application won a fast-tracked £357,000 in lottery funding to deal with the fire damage.

It is now working on an application for a further £8.75m of lottery money, which is hoped will secure the pier’s future for the next 100 years. Opie said: “I’ll buy a glass of champagne for everyone if plans and funding are in place by the end of the year.”

It’s a pledge that Opie is lucky to be able to make. At the turn of the last century,

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Coastal towns are putting piers at the heart of redevelopment plans. They are a vital tourist draw and part of Britain’s heritage. But fires and decay are causing mounting costs. Andy Morton finds out if they are worth the expense

Counting the cost of success for pier regeneration

In December, the council issued a com-pulsory purchase order against pier owner Ravenclaw, which has vanished since the pier closed for business in 2006. The order will return owning rights to the council, which will

then pass them over to HPWRT. The council has also brought a £20m art gallery to the seafront, despite local complaints it was an eyesore and too expensive. It recently spent £87,000 on lighting for the seafront from a

Pier pressure: Hastings Pier burnt down in 2010 but local residents are working to secure an £8.75m rescue package from the Heritage Lottery Fund

When brothers Stephen and Antonio Bournes bought Southwold Pier, the first thing they did was throw out the cappuccino machines. Stephen Bournes said: “They were those horrible silver ones, with powdered Nescafé and milk. Now we make sure that our coffee is completely fresh.”

The change is indicative of the how the broth-ers have approached their six-year ownership of the Suffolk pier. Bournes said: “What we provide is a 21st century pier experience, which means fresh food, clean toilets and great service.” It’s working. Since taking over in 2005, the Bournes

have doubled turnover. Last year it increased 16 per cent. It’s a business model other piers in the UK are looking at closely. Hastings Pier has already been in touch, Bournes said. “You want people to walk in and say, ‘Wow, this is really nice’. Then make sure you give consistently high-quality service.”

Southwold has tried to get away from the more tra-ditional image of piers. Bournes said: “We’re very sensitive about the old image that piers have. If I go to Thailand I don’t want to eat McDonald’s. Here we want to represent Suffolk values and give people that kind of experience.”

How Southwold Pier’s owners have increased profit and turnover

budget squeezed by cuts and freezes, and more than £150,000 on a beach play park.

However, Phillips said pier redevelopments were more likely to succeed if the government kept its distance.

“Hastings Borough Council has taken far too long to get its act together,” he said. “The work should have been done years ago.”

Suffolk success: focus on service and fresh food

“What Hastings needs is something that gets people to stay and spend money”He attributed the success of the Grand Pier

in Weston-super-Mare, which attracts more than 100,000 visitors a year, to private owners Kerry and Michelle Michael. “If it had been owned by the local authorities, then forget it,” he said.

But for a town like Hastings, private funding on the scale of the £39m pumped into the Grand Pier is harder to find.

Opie said: “No private investor has stepped forward to invest in Hastings Pier. There’s no appetite in the private sector to restore the pier’s structural integrity and make it safe and secure.”

With a lack of private interest, Opie admits that Hastings has had to look for public funding. He said: “We all have to acknowledge the economic realities of our circumstances.” Phillips added that councils need to open their eyes.

“Sure, it’s a lot of money, £30m to re develop a pier, but in overall terms it’s peanuts,” he said.

“A seaside pier is such prime real-estate. If it’s falling down then the town goes down. If it succeeds then the town goes up.” n

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INFRASTRUCTURE

Officially opening on 5 May this year, the Wales Coast Path (WCP) has inspired

Lonely Planet to name Wales as its number one worldwide tourist destination for 2012.

Chris Osborne, chairman of the Wales Tourist Alliance, believes the coastal path will substantially benefit local businesses.

He said: “There is no doubt that existing coastal paths are magnets for walkers. But the Welsh coast is a destination in its own right now that the whole coastline is accessible. Businesses near the path can capitalise on the increased number of tourists.”

But plans to deliver a similar project in England could be in danger. Natural England was tasked with delivering an all-encompass-ing coastal path under the 2009 Marine and Coastal Access Bill.

Constructing a continuous path around England was initially expected to take ten years. But three years later just one pilot route, near Weymouth, has been completed with five others in the pipeline.

Campaign officer for Ramblers walkers’ association Anastasia French argued a lack of political willpower was holding back progress. “We understand that the government is wait-ing until after the next election to make any decisions,” she said.

“By now we hoped that a new set of routes would have been announced. The team at Natural England are working really well,” she continued. “But if they knew what routes would be the next ones to focus on they could transfer those skills over to the next phase more effectively.”

Natural England programme manager for coastal access Phil Owens admitted that the planned timeframe has been revised. “The ten years is now looking rather ambitious so we’re going to need to extend it,” he said. ”Like all public sector organisations we are restrained to an extent by public finances.”

Owens also highlighted the added work that goes into maintaining existing paths. “Parts of some paths can be punctuated because pieces have literally fallen down the cliff as a result of coastal erosion,” he said.

“But once the path is established there is a right of access so we can shift the path back if there’s a risk of the land being eroded away.”

The total cost of the England Coast Path was initially estimated at £50m. It seemed a wise investment given reports on the existing South-West England Coast Path (SWCP), which illustrate its impact on the local economy.

The success of the SWCP prompted the Welsh Assembly’s decision to press ahead with the WCP, which was built at a cost of £10m by the Country-side Council for Wales (CCW) with funding from the European Union and Welsh Government.

CCW coastal access project officer Quentin Grimley said problems encountered during the construction of the path were largely dealt with successfully.

He said: “The new routes have mostly been achieved with landowner agreements, although compulsory creation orders have been required in a few places. The trail does divert inland in a few places to avoid important conservation sites.”

Cardiff Council is still working to complete a section of the path that cuts across a route next to a travellers’ site.

And in some areas Welsh farmers had concerns about the path passing through areas holding livestock.

The Farmers’ Union of Wales (FUW) Ceredigion county executive officer Adrian

Evans said: “There can be restrictions on the kind of livestock allowed if a public footpath cuts through.”

But Evans added that most issues could be resolved through cooperation between farmers and local councils.

He said: “Walkers can sometimes disturb livestock causing loss of calves and lambs. But usually it is simply a case of councils erecting fencing between farmland and the

coastal paths.”So, does Scotland have plans

to join Wales and England and unite the island with a continu-ous coastal path?

Fergus Ewing, Scottish min-ister for Energy, Enterprise and Tourism, confirmed the govern-ment’s interest in coastal paths but remained non-committal.

The minister’s spokesman said: “Scottish Natural Heritage is working with local authori-

ties and VisitScotland to promote Scotland’s Great Trails including coastal paths around the country.” n

Welsh tourism will receive a huge boost when it unveils the world’s first coastal path to span the length of an entire country. Michael Glenister asks if England and Scotland can unify Great Britain by doing the same

Wales completes coastal path while England struggles and Scotland stalls

Walking tall: Wales showcases its dramatic coastline and will be 2012’s top tourist destination

“The government is waiting until after the next election to make any decisions”

£143m of spending on accommodation by ●

overnight visitors£27m spend on accommodation in Torbay ●

£116m spend by South-West residents walking ●

the route

Economic value of the SWCP

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Owens: needs more time

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Dungeness beach, an area famed for its windswept beauty and rare species,

may soon be the site of a shingle quarry. The proposals have enraged local residents and businesses, who think the lorries, noise and expected damage will destroy tourism in the area. However, the extracted shingle is being used to boost coastal defences in Kent and Sussex, and many people are suggesting the project is vital to the region.

The Environment Agency (EA) believes that the Dungeness project is in the region’s best interests. EA’s regional representative Ian Nunn said: “The main economic benefit is to the Romney Marsh area as a retained sea defence. Most of Romney Marsh is below sea level, so without this it would flood.” Given the cost of structural sea defences, many areas may have to accept similar mines to protect larger seaside towns.

MP for Folkestone and Hythe Damian Collins added: “This proposal is the best guarantee of maintaining coastal defences.”

The effect on tourism in the Dungeness area is disputed by the EA. Nunn said: “There will be a minor impact on Dungeness’ tourism, but not on the wider area. People like to come and see the machinery on the beach.”

Dungeness would not be the first region to have a beach quarry.

Some areas, such as Moylegrove in south Wales and Glensanda in the Scottish Highlands, have recently extended existing quarries. Other areas, however, such as Portland in Dorset, have successfully defeated similar proposals.

The opponents of Portland’s proposed quarrying were particularly worried about the impact on tourism, but this element was not considered when it came to issuing planning permission.

Dorset County Council planning officer Jerry Smith said: “In law the only issue we could take into account was the protection of wildlife species.”

He added that the decision to prevent beach quarrying in Portland was made to

protect the flora and fauna in the region.

The expanded mine in Moylegrove has not resulted in any damage to tourism. Pembrokeshire Tourism

As Dungeness faces the possibility of a quarry, some suggest the environment is being sacrificed to maintain economic stability. But is it essential to the survival of the British coastline? Lucy Ingham investigates

Coastal quarrying quandaries

Full bloom: Dungeness boasts top tourist attractions including the garden of director Derek Jarman

“Most of Romney Marsh is below sea level, so without this proposal it would flood”

advisor Helen Williams said: “Having spoken to businesses in the area, the mine has not been an issue.”

Love Dungeness, a group of local residents and businesses, is particularly concerned about the potential damage to the environment as well as to tourism. Like many coastal areas, Dungeness is home to rare plants and wildlife, which campaigners warned would be at risk.

However, Nunn said that the quarry extraction would have a very superficial impact on the habitats and that the project would be refused if there were serious environmental risks.

While beach quarrying will naturally raise concerns from local businesses, it is important to consider the benefits. Quarry-ing will not necessarily damage tourism and planning officers will not allow serious environmental damage without good reason. Where quarries are planned to improve sea defences, the impact on the wider region cannot be ignored. Organisations should consider how they can make industrial activity work to their benefit. n

Local lifestyle: under threat

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When tourism expert David Harper suggested Skegness change its name, it

was natural for enraged local business owners and residents to defend their town’s honour.

But they can’t deny he had a point.‘Skeg Vegas’ or ‘Costa Del Skeg’, as this

historic east coast town is also known, invites a particular set of associations. The seaside’s nostalgic connotations created a perception that coastal towns are outdated throwbacks offering down-market entertainment.

At the very least, changing the name of an entire town would present a logistical nightmare.

Leisure Consultancy marketing and finance director Ron Hinson said: “It wouldn’t work on that scale. Skegness already has a strong branding image. Think of all the maps that would need to be changed. It would be incredibly difficult to replace something that’s been around for thousands of years.”

machines. But we have culture, festivals, and art. It’s a case of drip-feeding these to culture vultures who would otherwise run a mile.”

He also suggested that the introduction of an ‘SKG’ brand might be successful in attracting a younger generation of visitors to Skegness.

“There could be T-shirts with ‘Luv SKG’ on them,” he said. “My teenagers love this idea. It’s so important to appeal to this market. I’ve been trying to take it further, but some locals are horrified by change.”

The iconic Jolly Fisherman image first used in tourism posters at the beginning of the last century may also be in line for a rebrand.

Byford said: “He doesn’t really work as an image anymore. Portliness was a sign of affluence back in the 1900s. Now it’s a sign of obesity. We have to move forward into the 21st century, but it doesn’t have to be at the cost of our heritage.”

However, Butlins Skegness resort director Chris Barron believes the town should not throw out the baby with the bathwater.

“There will always be some negativity with a brand that’s been around for many years,” he said. “But Skegness is too famous to change its name. Parents with good memories of the place often bring their kids. There’s a big link to family holiday tradition.”

He also downplayed the connection between new names and modernisation.

“Changing the name above the door doesn’t change what’s under it,” he said. “As long as we constantly improve our services, I don’t think the name matters.”

Hinson agrees. “A lot of traditional seaside towns are seen as outdated,” he said. “They are in decline because they are considered Victorian. But the way forward is to update the ‘Victoriana’, like Morecambe Pier. To me, an aged name implies quality.”

A tourism expert has advised Skegness to change its name in an attempt to update the image of the famous resort. The move was recommended to attract untapped markets, but it could put essential visitor loyalty at stake. The call for complete area rebranding brings risks as well as benefits. Pui-Guan Man examines how British seaside towns have altered perceptions to break away from old associations and embrace the modern holidaymaker

What’s in a name? The practicalities of rebranding the seaside

Traditional pursuits: coastal areas such as Skegness have been associated with classic activities and long-held family traditions, which led to disagreements over the need for a rebrand of the town

Renaming 'Skeg': putting a spin on branding

“To simply alter the name above the door does not change what is underneath it”Thinkfarm branding consultancy managing

director Stephan Izatt said there was a less radical solution to Skegness’s problem.

“The gut feeling is that ‘Skeg’ has an old-fashioned image,” he said. “If that’s not what it wants, it should change its image. You can change the name of something all you like, but the underlying proposition doesn’t change unless you see it as a brand.”

Local officials would welcome a rebrand of their much-maligned town.

East Lindsey district councillor Jon Byford said: “I don’t see the harm in changing how the area is packaged. People see Skegness as cheap and dated, full of caravans and slot

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MARKETING

A tourism expert has advised Skegness to change its name in an attempt to update the image of the famous resort. The move was recommended to attract untapped markets, but it could put essential visitor loyalty at stake. The call for complete area rebranding brings risks as well as benefits. Pui-Guan Man examines how British seaside towns have altered perceptions to break away from old associations and embrace the modern holidaymaker

What’s in a name? The practicalities of rebranding the seaside

However, the rename strategy can work for large seaside businesses, and can attract new visitors.

Cleethorpes Pier is considering a new name after its front building was renamed Tides Bar and Restaurant.

violence.” He confirmed that a full rebrand was “in the pipeline”.

He continued: “Changing to an entertain-ment venue has been important. We now have a completely different market. It’s a really nice, positive atmosphere and business has been good.”

Izatt stressed that detailed research was vital to any business name-change.

“You have to decide if your image is deliver-ing enough target numbers, or if you’re throw-ing away brand equity,” he said. “If you decide on a new name, it has to tell a new story. People still need to know what’s on offer.”

VisitEngland marketing director Alex Mawer said it was important to get a balance of old and new markets, regardless of the name.

“Every destination has a different product fit. But when it comes to delivering new markets to places, it’s important to build outside of their traditional segments.” n

Jolly Fisherman: Skegness’ icon may go on a diet

Traditional pursuits: coastal areas such as Skegness have been associated with classic activities and long-held family traditions, which led to disagreements over the need for a rebrand of the town

“ It’s so important to appeal to a younger market... some locals are horrified by the change”

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It changed from a nightclub to an all-round entertainment venue for over-21s. The venue has shaken off its negative associations since the rebrand and has welcomed a new consumer market.

Pier manager Paul Edwards said: “The name change has been essential for the front building. The old pier was renowned for problems with under-age drinking and

eastbourne has long been associated with an older customer base. But it has reinvented itself as a centre for business culture, with 2012 welcoming record conference visitor numbers. This year will bring more than £7.5m into the area, according to Eastbourne Borough Council (EBC). It estimates that conference business will bring £40m into the town’s economy within the next four years.

For those of you who despaired at The Appren-tice hopefuls’ disastrous attempts at rebranding Margate back in 2009, have no fear. It has since gained fame as an arts and culture hotspot, when the Turner Contemporary Gallery opened in April. The East Kent seaside town has seen visitor numbers increase by 42 per cent since the contem-porary arts venue opened, according to Thanet Visitor Centre.

East Lindsey village huttoft may become the go-to destination for wildlife enthusiasts. Lincolnshire County Council has proposed a Coastal Country Park with a £600,000 bird observatory and visitor centre. Five miles of coastline between Sandilands and Chapel St Leonards will be transformed into a nature reserve. An art gallery and café will also be installed. Development will take five to ten years, if approved in April.

Making leaps without a rename


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Golf and oil have long been two of Aberdeenshire’s leading industries

for business investment.But as both stagnate, local councillors

have put the future of their coastline in the hands of a man more famous for his property deals than a commitment to regeneration.

American business tycoon Donald Trump started his hobby leisure development on the Aberdeenshire sand dunes in 2006.

It has since grown on an unprecedented scale, with plan-ning applications for a hotel, lodges, flats and a second golf course to be put in over the next two years.

However, the Scottish Golfing Union recommended last November that due to the stagnant number of golfers, it would not recommend further expansion.

North Berwick Golf Club secretary Christopher Spencer said: “There has been an explo-sion of golf courses since the mid-1990s. Many of them are now going out of business and offering discounts. Trump’s course will benefit from his reputation and an influx of North American tourists, but golf is not the be-all and end-all to regeneration.” David Milne, a key figure in local activist group Tripping Up Trump, agreed: “Trump is primarily a property developer, and his golf course is just tacked onto it. He will make his money through selling houses and timeshare flats. Only 3,000 people have signed up for tee times, which equals less than one month of golf. It’s not going to make any money.”

Despite loud voices of opposition, Donald Trump has steadily conquered Aberdeenshire’s sand dunes for his ever-expanding leisure complex. But can golf save Scottish coastlines? Rachael Revesz investigates

The Trump card: for better or worse

Trump's playground: Aberdeenshire Menie Links

Trump International has battled with local residents, activists and documentary makers

to acquire the sand dunes.But Trump has never backed

down and has secured 16 approved planning applications

over the past seven years.Milne said: “The Aberdeenshire

coastline was a haven for invest-ment before he came along. It was a place of interest for archae-ologists and geologists, among

others. Councillors have been led up the garden path as Trump’s plans got bigger and more unrealistic. They were bedazzled by his charisma.”

Trump International is calling the development the “greatest golf course in the world”, forcefully marketing the Aberdeen region on a global stage.

Trump International executive vice-president Sarah Malone said:

“There will never be another golf course like this. The benefits to the region are immeasurable.”

Scottish liberal democrat Aberdeen-shire councillor Isobel Davidson, who backs the plan, admitted that Trump might not be the best neighbour.

She said: “We have a fantastic coastline in this area and there should

“We are trying to secure our economic future. Aberdeen is clearly open for business”

“We have a fantastic coastline and there should be a good reason to damage it”

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be a good reason to damage it. But the fact is we have an overwhelming economic need for development. Private companies are the ones to bring in the money.”Councillors say they can no longer rely on oil and gas to keep their seaside economy afloat.

They also appreciate that private sector development can lead to further investment.

Energetica, a partnership between local authorities and Scottish Enterprise, sprang to life in 2007, shortly after Trump expressed an interest in the area.

Energetica is working towards regenerating a 30-mile land corridor between coastal towns Peterhead and Fraserborough and has become a hub for the future of renewable energy in Scotland.

Energetica business opportunities manager Alistair Reid said: “We need to anchor economic activity to the area and make sure that companies stay here. Various projects are being introduced, such as carbon-capture storage, due to depleted oil and gas deals. But we also have leisure, housing and sustainable communities planned.”

Reid said that the main cash injection into Aberdeenshire has come from Trump’s growing leisure industry, but that Energetica can also generate significant investment.

He added: “These projects will go on developing over the next 10 to 15 years. Energetica will stimulate about £750m of investment, of which over 30 per cent has already been secured.”

Can Energetica’s involvement in Aberdeen-shire continue to attract more businesses to the base themselves in the region?

Reid said: “Local authorities and Scottish Enterprise can create an environment in which companies can expand.”

Golf alone may not save the coastal economy. But it can, in the case of Aberdeen-shire, attract and inspire other projects and investors to the area.

Democratic Independent Group councillor Gillian Owen added that a lot of locals are in favour of the project.

“We are trying to secure our economic future,” she said. “Trump and any consequen-tial developments can only add economically to the north east coast. Aberdeenshire is open for business and we have made that quite clear from the start.” n

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Property development in coastal areas is a difficult task. A fresh project may mean

years of applications and negotiations.The UK is running out of shore space for

new buildings, which is a major concern for those wanting to set up a hotel or restaurant seaside business.

The best solution might be to use what is already there. A castle may be a less obvious option, but has proved to be fruitful.

Renovating a castle can breathe life into an entire area with significant social, cultural and economical benefits.

Angus Campbell is leader of the Western Isles Council and head of the steering group restoring Lews Castle. He said: “A castle is the focal point of any region. We cannot abandon them, because there’s so much potential.”

One successful project is Dorset’s Durlston Castle, which reopened last November after a two-year £5.5m renovation. The castle has been turned into a visitor centre that screens live feeds of nearby wildlife. It also has a restaurant, café bar, cinema and museum.

It is now a multimedia hub, opening the venue to groups who might not otherwise want to visit a castle, such as hikers and geologists who are already visiting the Jurassic Coast.

Durlston Castle has successfully boosted local economy, according to Dorset County Council. It brings in 1,000 visitors a day from the UK and abroad, and has created more local jobs.

But not all projects fulfil their potential. A different approach was taken when restoring Dover Castle in 2009. The renovation of the central keep of the castle cost £2.4m.

task. Setting a project in motion can be a long and difficult process. Lews Castle has been abandoned since 1996.

The Western Isles Council estimates its annual maintenance cost is £10,000. Council communications officer Nigel Scott said: “It doesn’t look good for the Western Isles if the centrepiece of its capital is crumbling.”

If approved, a redevelopment could boost tourism and create jobs in the area. On a larger scale, it has the potential to impact all of the Outer Hebrides.

Campbell added: “If this is successful, it would form the background for other restora-tion projects in the region to follow.”

Castles were once the focal point of seaside communities, and a striking addition to our coastlines. Nowadays, many seaside castles are left to crumble, worn away by harsh coastal weather.

With new funding opportunities, they have the potential to play a significant part in the regeneration of Britain’s coast. n

The project was focused on reinforcing the historical value of the building, rather than developing the overall appeal of the location with new elements.

Funds were primarily spent on improving its aesthetics. The castle was made more attractive, but only for those who were already intent on visiting. Durlston was transformed into a multi-function venue, but Dover Castle remained one-dimensional.

In the year after the restoration, there was only an eight per cent increase in visitor numbers. “The direct impact on local and regional economies was limited,” said consultancy firm GHK.

Funding is the key issue for restorations. It is possible to find financial support, despite the economic climate.

A number of heritage organisations are willing to offer significant financial aid renovating buildings at risk of dilapidation.

The Heritage Lottery Fund is dedicated to this cause. It contributed £4.6m towards the £13m Lews Castle restoration last

November. The fund also gave £3.2m towards Durlston Castle in 2008.

Government agencies offer financial aid as well. Highlands and Islands Enterprise pledged £1m to Lews Castle. Schemes such as Sea Change secured £2m for Dover Castle.

But developers should not expect a simple

Prime seafront plots are few and far between because of planning restrictions. Abandoned properties are usually discounted for regeneration projects. Ced Yuen examines the potential of these forgotten buildings

How restoring coastal castles could breathe new life into UK developments

Hopeful: Campbell

Success story: Durlston Castle leads the way

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Somewhere in the depths of quiet Llandudno, three local entrepreneurs are

planning to change the face of their seaside town forever.

Barry Mortlock, Simon Burrows and his wife Eileen, aka Badgers Group, are hoping to redevelop former Alice in Wonderland centre The Rabbit Hole into a fully fledged interna-tional tourist attraction.

In the process, the designers will turn Alice’s journey down the rabbit hole into a multimedia experience.

Designer, computer graphics artist and Uni-versity of Glamorgan student Sarah Crossman is putting Badgers Groups’ ideas into motion.

She said: “We’re moving on from the centre’s traditional roots and giving the place a digital side. There are many interpretations of the Alice story. If you do it your own way it will attract interest.”

The range of development opportunities was the main motivation behind the initiative.

Mortlock said: “This project can get many different sectors involved. It will work for the benefit of Llandudno and the people who live here to make Alice a major attraction with a worldwide appeal. We expect interest from around the world and this attraction will put Wales on the map.”

Local hospitality developers as well as merchandise manufactur-ers could use the Alice theme.

Jim Jones, head of coastal tourism and community development at Conwy County Council, believes the project could put the town on a par with the Lake District’s The World of Beatrix Potter.

He said: “There’s a huge brand to be developed here in Llandudno. The Alice connection continues to receive a lot of interest but, so far, it hasn’t been developed and marketed the way it should be.”

Mortlock and his partners’ enterprise, Alice in Wonderland Limited is hoping to find capital investors to finance the development of the centre while plans for the Rabbit Hole are being finalised.

mentioned interest from foreign buyers. Mortlock and his partners decided to buy the centre and collection to maintain Wales’ connection.

The company is raising awareness about the project by getting the local community involved in events such as Alice Day, an outdoor tea party, on 4 May.

They put the exhibits into storage and launched a website selling Alice in Wonder-land collectables. This will become the main portal for the new digitalised centre.

Crossman is also involved in developing the trail and refurbishing Coffee Culture. She is trying out various design ideas and finding solutions for creating augmented reality along the trail.

She is working on the project with animation undergraduates at the University

Conwy Council, which administers Llandudno, has asked Mortlock and partners’ company to incorporate a walking trail into its project. The council, along with the Landfill Communities Fund and local hoteliers, is financing the £90,000 development.

The Alice in Wonderland Town Trail will be launched this year, featuring different locations in Llandudno including carved sculptures in a town park, a bandstand and a floral clock on the Llandudno promenade.

One trail stop will be Coffee Culture, the Badgers Group-owned Waterstones coffee shop, which will have a themed makeover. Interactive technology for the trail will be

unveiled next year.The group plans to stimulate

local and international visitor interest by branding the trail.

Jones said: “Barry [Mortlock] is trying to bring it all to the 21st century with 21st century technology behind it. If we can develop the trail and its digital portrayal, it will help

immensely in raising the profile of Llandudno.”

The town is linked with Alice in Wonderland through Alice Liddell,

the real-life Alice. The Liddells spent summers in their Llandudno holiday home.

The Rabbit Hole, the original storytelling centre, closed in 2008 when former owner Muriel Ratcliffe retired. She ran the attraction for more than 20 years.

Mortlock spotted a local article about Ratcliffe’s Alice collection in which she

Coastal towns are facing the mammoth task of regenerating tourism on a budget. One traditional Welsh seaside resort has a cutting-edge international attraction in the pipeline. Helen Harjak investigates

Llandudno residents launch Alice into a global wonderland

Clockwise from top left: Crossman’s walking trail design includes an interactive experience featuring Lewis Carroll's heroine; collectables from Alice in Wonderland Limited collection; idea for refurbishing Coffee Culture

“ If we develop the trail and its digital portrayal, it will help in raising Llandudno’s profile”

“ If you have an idea or a concept, let it evolve and talk to people about it”

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of Glamorgan. Students and graduates will exhibit their work along the trail, which includes a mixture of painted and computer graphics work.

Mortlock said: “We have a passion to work with young people – students can develop and prove their creative skills. We are giving them important experience and helping them to establish themselves.”

The company is collaborating with GamesLab, the project between the University of Glamorgan and Swansea Metropolitan University, to promote the games industry in Wales.

Mortlock said: “We’re supported by the Welsh Government by funding given to GamesLab. It’s important that we work with technology students, as it’s an evolving field. You need creativity to make a successful project.”

Clockwise from top left: Crossman’s walking trail design includes an interactive experience featuring Lewis Carroll's heroine; collectables from Alice in Wonderland Limited collection; idea for refurbishing Coffee Culture

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Launching wonderland: Mortlock and Burrows

“We expect interest from around the world and we’re

putting Wales on the map”Mortlock’s top tip for budding

entrepreneurs is to make decisions carefully. “If you have an idea or a concept, let it evolve and talk to people about it,” he said. “This can

take up to 12 months or even longer. Time is also valuable for finding financial help.”

There are few new themed attractions being developed in the UK at the moment. It is rare

to see projects of this scale in the pipeline, but such ambitious ideas could regenerate seaside towns like Llandudno and leave locals grinning like Cheshire cats. n

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Bell said: “We are lucky that we have developed these attractions as visitors travel-ling abroad are obsessed with the sun.”

He added that reliance on the weather was minimal because of constant activity throughout the seasons.

Bell said: “In July and August we are anxious because of the festivals. But apart from that, you know what British weather is and you enjoy it.”

The success of these once-unremarkable areas has inspired coastal tourism industries.

Iain Robson, access officer for Northumber-land Area Of Natural Beauty, said the group aspired to Cornwall’s tourism model. He said: “We want to flatten the peak. There is high tourism in summer and it is low in winter. We do not want to have to rely on a good summer season.”

Non-seasonal tourism avoids coastal damage by spreading the load throughout the year. Robson said: “Tourism has a high economic impact but we have to get the balance right.”

He said that while catering to tourists was important, preserving the coast was the key to maintaining benefits for businesses.

Robson warned: “If we do not protect the coast, there will be nothing left for the future.”

The growth of year-round tourism encour-ages an upwards spiral of further non-season al visitors. Bell said: “It is a virtuous cycle: increased numbers of tourists are holidaying along the coast throughout the year, so more places stay open to cater for them. In turn, an even greater number of visitors are choosing the seaside year-round.” n

“The seaside is experiencing a renaissance,” he said. Bell believes tourists have now realised the British coast’s beauty year-round.

“People have it locked in their heads that the seaside is a summer destination. It is a different experience throughout the year,” he added.

Bell believes that the increasing numbers of UK tourists choosing the coast is due to the British tendency to take several short breaks throughout the year.

He said: “People are having more holidays now but it is getting increasingly expensive to fly. The attraction of the British seaside is 50 per cent due to the multiple-holidays trend and 50 per cent because of the popular-ity of staycations.”

The development of Padstow and Falmouth, and the lobster and oyster festivals in autumn means there is constant activity in Cornwall. Bell said: “Ten years ago, cafés would be shut in February. Now, car parks are full and there are queues.”

The rejuvenated town of Whitstable on the Kent coast has also caught on to the rise of the staycation and is experiencing a roaring trade.

But visitor economy manager at Whitstable County Council Caroline Cooper said no single party could take credit for the phenom-enon of ‘Whitstabilisation’. She said: “There is a strong sense of community and local people take ownership of their town.

“Whitstable having the most independ-ent shops in the country adds to its charm. Promoting the area is easier because of Whitstable’s unique point of difference.”

Bell and Cooper said it was food, art and culture, as well as stunning scenery that gave Britain’s seaside its quintessential appeal.

Many people will be surprised to hear that coastal resorts have overtaken large

cities in the UK destination popularity stakes.More than half of British tourists holidaying

in the UK chose to visit coastal resorts last year, according to a Mintel report.

And Britons took a total of 17.8m domestic breaks between June and August 2011, a three per cent increase on the previous year.

The success of the British seaside has come despite the fact that no direct funding has been allocated to marketing it.

A VisitBritain spokesman said: “We do not focus on advertising locally. We promote Britain as a whole to inspire the overseas market to visit.”

A new generation of holidaymakers see the benefits of visiting the coast outside peak months. But seasonal tourism can have a negative impact. Pamela Mardle investigates the challenges of running a 24/7 resort

The secrets of year-round success

Whitstable retail: independent appeal

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And the £4m government donation to promote domestic tourism will not stretch far when it is spread across the entire UK.

But resorts have learned how to deal with this, and visitors are enjoying the delights of the British coast throughout the year.

High volumes of year-round tourism are apparent in Cornwall, according to head of VisitCornwall Malcolm Bell.

“People have it locked in their heads that the seaside is a summer destination”

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When the last Labour government unveiled its 2010 report Strategy for

Seaside Success: Securing the Future of Seaside Economies, it came as no surprise that one of its findings concerned the battle for financial aid between seafronts and towns.

Do you pump money into the seafront to keep tourists and coastline businesses happy? Or should budgets go into town centre devel-opments, benefiting residents and retailers?

Add the increasing problem of funds needed to keep nature at bay in our coastal

areas and it’s easy to see what keeps council-lors up at night.

Blackpool’s Central Business District is a £220m regeneration scheme, providing hotels, offices and retail businesses. The district council has teamed up with Muse Develop-ments for the project.

Coastal councils face the challenging choice of which part of a resort to invest in. Katie Smith explores the changing attitudes to funding

Pulling down the town and seafront barriers

Richard Wilcox: Falmouth BID manager

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Clacton Pier: café and pavilion regeneration plan

New Blackpool: £220m development plans

“Car parking prices and VAT are crippling customers. We need a more level playing field”Blackpool Council’s communications

officer Adam Ogden said: “There is an aspect of dragging the town away from the seafront with this project.”

He highlighted the importance of regen-erating the town, as previous investment had focused on Blackpool’s seafront. The general consensus was that residents and traders had been left behind.

He said: “Tourists will benefit from the new shops and it brings private business to the centre of town.”

Similarly, investment in Southport over the next five to ten years includes a renovated pier, refurbished pedestrian zone and two new hotels as part of a Southport Partnership (SP) plan to integrate seafront and town centre.

SP manager Stefan Jankowski said: “Our view is that the seafront and town have to have developments.”

The lack of focus on coastal towns is not always due to funding. Jaywick has been left behind over the years due to flooding, as landlords have not been able to update housing facilities.

In November planning policy changed, enabling residents and landlords to improve the conditions of their properties. Tendring District Council cabinet member for regenera-tion Sarah Candy said: “There is not a simple solution for Jaywick.”

In Falmouth, they are hoping that a Business Improvement District (BID) scheme will provide the town with an enhanced environ-ment for local traders.

BID is a business-led initiative supported by government legislation, allowing companies to raise funds to spend locally. It will incorporate vacant unit revamps, hospitality schemes and re-designed visitor maps.

For BIDs to go ahead, more than 50 per cent of businesses must vote in favour of the scheme.

Falmouth BID manager Richard Wilcox said the project aims to raise the town profile.

He added that car parking prices in towns is an issue that needs to be addressed. “Councils think it is a big revenue stream but actually it’s not,” he said.

Falmouth’s BID provided free parking every Wednesday in two car parks in February. It was part of an initiative to encourage people to visit Falmouth, which came off the back of retail expert Mary Portas’ public campaign to regenerate British high streets.

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Wilcox said: “With the economic climate, car parking prices and VAT are crippling customers. We need a level playing field.”

Deprived areas such as Torbay, Redcar, Southport and Tendring were also included in the Strategies for Success report. The North West and East of England Development Agencies are funding facilities that aim to address these towns’ need for investment.

TDC communications and public relations manager Nigel Brown believes the town and the seafront need to join forces. He said: “We are trying to rejoin the town with the seafront so people will come to the town centre.”

TDC is looking to attract private sector investors with redevelopment plans for Clacton Pier, Atlanta Café and the Pavilion.

Haven Gateway Partnership funded the Atlanta project, which the council hopes will help Clacton become a contemporary resort.

Candy recognises the lack of connection between coastal towns and seafronts.

She said: “We need to integrate the two but our focus is on the seafront. Our objec-tive is to make Clacton a 21st century town.”

Redcar Council wants to attract more tourists and has developed a regeneration masterplan to transform the area.

The council’s head of development Paul Campbell said: “We want to bring more hotels here, creating more income and encouraging people to spend more money.”

However, Torbay Town Centres Company chief executive Ian Broadfoot said the town and seafront cannot be separated. He said: “The town is important but both need to look equally attractive.” n

REGENERATION


23

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@seasidebusiness

Sadly, many of our seaside towns are in a shocking state. They

have been allowed to drift in a time warp and, in some cases, have become quite depressing.

I spent much of my childhood down in West Sussex around Brighton, Worthing and Hove. Growing up in the 80s, I remember the saucy seaside postcards and the candy floss vendors, Brighton Pier and the pebbly beach.

Some towns have barely changed since those days. Having said that, I think the golden heyday appeals to a lot of people.

But it’s important that nostalgia in seaside towns is tasteful and selectively preserved.

Now I live near Littlehampton and if I had to pick a place that needs a bit of a boost that would be it. The East Beach Café is a terrific little place that has won

loads of awards, and some great architecture has been introduced to the area. It is starting to make a difference, but there is still more that can be done to continue that progress.

Great regeneration work has occurred in other coastal regions as well. St Ives, for instance, has done unbelievably well. The genius of the place is that you’re in a fantastic location already but they’re moving on from the arcade games and embracing creative industries and art with Tate St Ives.

Elsewhere, Brighton has retained a sense of nostalgia whilst advancing the town at the same time. They’ve latched on to the pink pound and there are plenty of great places to eat as well. The whole place has an exciting feel to it.

Lots of creative professionals from London seem to base themselves in Brighton and for many people the ultimate dream is to live by the sea. These places can act as a blueprint for other towns that want to start attracting more people of my age to live there.

My fear is that right now there seems to be an ageing population inhabiting many seaside towns. Eventually it will be important that young people are involved in reinvigorating and regenerating these areas.

Sometimes I think we are guilty of harbour-ing an inferiority complex when it comes to our coastline. Perhaps we look at our Gallic neighbours, who have some beautifully rugged coastlines with fantastic towns and cities, and think we can’t compete.

But that is wrong. The UK has a huge amount to sell to the world and a lot to be proud of.

Our food, scenery and culture are rich and diverse. Why shouldn’t we combine them with first-rate hospitality around the UK coastline in order to cater for a worldwide market?

We have a great opportunity this summer to capitalise on the Olympics. During the Games, seaside towns will have the chance to market themselves to thousands of tourists and I hope they take that opportunity.

Television presenter Ben Fogle has spent much of his career celebrating the UK coast. He speaks to Michael Glenister about seaside memories, the Olympic Games and selling our coastline to the global market

PROFILE: Ben Fogle

Pitching to the world

“They’re moving on from the arcade games and embracing creative industries”

Seaside postcards: saucy

Tate St Ives: moving on from generic attractions

“We are guilty of harbouring an inferiority complex when it comes to our coastline”

There’s plenty of scope to put together packages for tourists to escape the city and get down to a boutique hotel for a weekend by the coast, for example.

But it also stretches well beyond just those two Olympic weeks alone. The world’s focus will be on the UK and there’s a huge opportu-nity to capitalise on it.

I’m working for American television network NBC on a series putting the spotlight on different regions of the UK, including many by the coast. I hope those places seize the chance to reach out to a global market.” n

seaside business

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