Oxenholme to Grasmere Corridor Travel Plan Executive Summary

Oxenholme to Grasmere Corridor Travel Plan

Executive Summary

In July 2014 £1 million of revenue funding was secured for 2015/16 from the Local Sustainable Transport Fund (LSTF) through a partnership bid between the County Council and the Lake District National Park Authority.

See More Cumbria and the Lake District (See More) is a programme of work which will maximise the economic benefit of travel in the county by focussing on the quality of visitor travel to Cumbria’s international destinations, particularly the Lake District.

The programme focuses on four key visitor corridors and sets out recommendations for sustainable visitor transport improvements and marketing through Corridor Travel Plans (CTPs). This plan concerns the Oxenholme to Grasmere corridor, but plans have also been developed for the Carlisle to Hadrian’s Wall, Penrith to Ullswater and Keswick to Borrowdale corridors.

The plan was developed by auditing existing provision, analysing current travel patterns and consulting with stakeholders representing transport and tourism businesses, local authorities and communities. A stakeholder group has been set up and meets regularly to develop and implement the Plan.

Barriers to sustainable travel and measures to improve visitor travel were identified. A priority package of measures to be actioned within the one year See More programme was created including:

 A new ‘Best of the Lakes’ minibus tour  Small grants to market the Victorian Grand Circular Tour, the Bowness to Lakeside bus service and the Park and Explore combined parking and bus ticket  Feasibility work on Burneside and Staveley stations to improve access and link to the settlements  Marketing and promotion of cycling, walking, bus, boat and rail opportunities to and within the Oxenholme to Grasmere corridor

A list of potential future capital projects were also identified and a feasibility studies is to be undertaken on A 10 year vision for the corridor has been developed, with the aspiration to implement improvement measures that will make sustainable travel by visitors ‘the norm’. This would also encourage visitors to stay longer and spend more money, bringing benefits to the Cumbrian economy and local businesses.

2015/2016 Contents 1. Introduction ...... 1 1.1 See More Cumbria and the Lake District ...... 1 1.2 Corridor Travel Planning ...... 2 2. How the Corridor Travel Plan was developed ...... 4 2.1 Phases ...... 4 2.2 Audit ...... 4 2.3 Stakeholder Engagement ...... 4 2.4 Issues and barriers ...... 5 2.5 Improvement measures ...... 5 2.6 What this Plan will deliver ...... 5 2.7 Future Vision for the Corridor ...... 6 3. The Corridor ...... 7 3.1 Corridor Overview ...... 7 3.2 Main approaches to the Corridor ...... 7 3.3 Primary and Secondary Corridor ...... 8 3.4 Main towns, villages and hubs along the corridor ...... 8 3.5 Key attractions ...... 8 4. Audit of existing services, facilities, infrastructure and information ...... 9 4.1 Bus, Rail and Water Transport ...... 9 4.2 Transport Interchanges ...... 10 4.3 Cycling and Walking ...... 11 4.4 Motor Vehicles and Parking ...... 11 5. Current travel patterns and movements ...... 15 5.2 Tourist attractions ...... 16 5.3 Bus, Rail and Water Transport ...... 16 5.4 Cycling and Walking ...... 17 5.5 Motor vehicles and Parking ...... 18 5.6 Baseline Data ...... 20 6 Issues and barriers ...... 21 6.1 Overview ...... 21 6.2 Visitor Services ...... 21 6.3 Pay As You Drive (low emission and electric) Vehicles ...... 21 6.4 Cycling and Walking ...... 21

6.5 Marketing and information ...... 21 7 Potential Measures ...... 22 7.1 Overview ...... 22 7.2 Visitor Services ...... 22 7.3 Low Emission and Electric Vehicles ...... 23 7.4 Cycling and Walking ...... 23 7.5 Information and Marketing...... 23 8 See More Revenue Measures ...... 24 8.1 Overview ...... 24 8.2 Visitor Services ...... 24 8.3 Low Emission and Electric Vehicles ...... 24 8.4 Cycling and Walking Measures ...... 25 8.5 Marketing and information ...... 25 9 Future Vision for the Corridor ...... 26 9.1 Contents ...... 26 9.2 The Vision ...... 26 9.3 Feasibility Studies ...... 29 9.4 Capital Infrastructure Scheme ...... 29 9.5 Improvement Measures...... 29 Appendices ...... 33 Appendix A – Existing Infrastructure ...... 34 Appendix B – Stakeholder Consultation Form ...... 59 Appendix C – Visitor Services Expression of Interest Form ...... 62 Appendix D - Corridor Travel Planning Group ...... 65

1. Introduction

1.1 See More Cumbria and the Lake District

The objectives of See More include:  Transform the quality of transfer and travel from gateways into Cumbria, in particular the Lake District, and on to the prime visitor destinations;  Change the image of sustainable travel, making a further shift to low carbon travel becoming a default choice; and  Optimise the economic benefits from people’s travel choices; in focusing on international visitor demands as the main generator of economic benefit, it will produce viable transport services for domestic visitors and residents.

See More will focus on key gateways for visitors arriving in Cumbria, in particular the Lake District, and the associated corridors and hubs that serve the major visitor destinations within the county (see Figure 1).

The See More corridor travel planning programme will focus on the following corridors: 1. Carlisle Railway Station > Hadrian’s Wall and the north Lakes 2. Penrith Railway Station and Rheged visitor centre > Ullswater valley corridor 3. Keswick > Borrowdale valley corridor 4. Oxenholme and Windermere railway stations > - Grasmere and Rydal corridor, linking via Thirlmere to Keswick - Hawkshead and Coniston corridor

The programme comprises:  Development of key visitor gateways and associated corridors that will improve access to the main destinations;  Design and implementation of world class quality visitor focused transport services;  Encouraging cycling through resigning, rebranding and marketing of the Cumbria Cycleway and delivery of a Skyride Local Programme;  Provision of low emission and electrical vehicles;  Information, marketing and promotion; making sense of complex geography and nudging visitors to use sustainable transport.

There are 5 delivery projects which relate to the themes of the See More programme, with a project lead to deliver each project. The 5 projects are: 1. Corridor Travel Planning 2. Visitor Services 3. Pay As You Drive Low Emission and Electrical Vehicles 4. Cycling 5. Marketing and Information

1.2 Corridor Travel Planning

The CTP process aims to identify the measures that will need developing or improving in order to improve the situation for visitors and provide them with sustainable transport services they want to use to explore the destinations.

Some of the measures identified will be implemented through the See More revenue funding. The funding is only for one year, and will therefore be a building block towards where we want to be in a number of years’ time. Revenue funding can be spent on measures such as new or improved transport services, promotion and marketing, information provision such as leaflets, cycle rides, and measures that don’t require new infrastructure on the ground – these would generally require capital funding.

As part of the CTP process we are also identifying aspirational capital measures that would make a real difference in terms of visitor travel to key attractions in the County. Although these capital measures cannot be funded through See More, feasibility studies will be developed for a number of key schemes, to be implemented in the future when appropriate funding can be secured.

Figure 1: Approaches, gateways and corridors used by visitors to access the county’s key attractions and experience the Lake District’s landscapes

2. How the Corridor Travel Plan was developed

2.1 Phases

There were five phases to Corridor Travel Plan development:  corridor definition and audit of existing services and infrastructure  engagement with public transport service operators  wider stakeholder engagement  issues and barriers  improvement measures identified

2.2 Audit

To inform the development of this Plan, an audit of existing services, facilities, information, and infrastructure for each of the four corridors was carried out. Described in more detail in section 3, these included:  Passenger transport services (including rail, bus and water services)  Cycling and walking (including route networks, cycle hire opportunities, cycle parking infrastructure  Car (including parking, any existing Pay As You Drive or Low Emission vehicle hire)  Transport Interchanges

2.3 Stakeholder Engagement

2.3.1 Public Transport service operator engagement In order to kick start service developments that will provide high quality travel options suitable for international visitors, public transport operators were engaged in early 2015. Expressions of interest were requested for proposals that would improve the sustainable travel experience in each corridor that could be supported through See More grant aid. This would act as start-up subsidy, with the aim of the routes becoming self-sustaining in 2016 and beyond, to offer enhanced travel opportunities without the need of the car. The visitor services Expression of Interest Form is included in Appendix C. The proposals are included in Sections 7 and 8.

2.3.2 Wider Stakeholder Engagement The Go Lakes Travel Programme 2011 -15 developed a stakeholder network for the south and central Lake District, including local businesses, local authorities, transport operators, and community groups. This area covers the Oxenholme to Grasmere corridor and we have utilised this existing network to ensure as broad a buy in to See More objectives as possible, to optimise private sector delivery and to share responsibility for delivery.

Stakeholders were also invited to a TravelEdge conference on 11th March 2015 where the aims and objectives of See More were outlined and where both barriers and improvement measures could be discussed in more detail. Stakeholders were asked to put any issues and potential improvement schemes into the four main areas of work for See More which are: • Public transport services • Pay As You Drive/ Low Emission Vehicles • Cycling and Walking • Promotion/ Marketing

Stakeholders were individually surveyed and asked to identify current issues and problems in terms of sustainable transport and what possible improvement measures might be needed to resolve these issues. These measures are for both See More revenue funding and for potential infrastructure capital schemes to be funded by other sources. The Stakeholder Survey Form is included in Appendix B. Seven responses were received from stakeholders. These were from Stagecoach, Wilf’s Café, Staveley, the National Trust, Grasmere and Langdale, Bluebird Tours, Lake District Cycling and the Lakes Line Community Rail Partnership.

We also asked stakeholders whether they would be willing to participate in a Corridor Travel Planning Group. This would not only serve as a means of project communication but also allow stakeholders to help shape the development of the Corridor Travel Plan and the future delivery of sustainable transport options in the area. The Terms of Reference and Membership of the group is detailed in Appendix D.

2.4 Issues and barriers

In order to identify potential improvement measures, the current issues and barriers to sustainable transport movement have been identified in each corridor. This process has been informed by the audit of existing services, facilities, infrastructure and information; our understanding of current travel patterns and movements; and through engagement with local stakeholders. Stakeholders were individually surveyed and asked to identify current issues and problems in terms of sustainable transport and at a conference on 11 March in Penrith stakeholders from each corridor discussed barriers in more detail and were asked to rank them in order of importance. The issues and barriers to sustainable travel are detailed in section 6.

2.5 Improvement measures

The next task is to identify potential improvements measures that might make a difference in terms of visitor travel, particularly for international visitor travel along each corridor. The potential improvements will be grouped under the See More programme themes - Transport services, Pay As You Drive vehicles, cycling and walking, and promotion/ marketing. Infrastructure measures that would need to be funded through other capital funding streams will also be identified. Potential improvement measures are detailed in section 7. We will establish an Oxenholme to Grasmere Corridor Travel Planning Group that will continue to meet beyond the stage of defining this travel plan to ensure shared delivery of the Plan. The results of the stakeholder engagement are in section 5.

2.6 What this Plan will deliver

The processes outlined above will provide short term measures that will be funded by, and implemented during, the See More Programme. Just as importantly, it will also identify the longer term aspirations and infrastructure required to truly transform how visitors travel to and around the Lake District.

The Lake District is a global asset and obtaining World Heritage Site status will underline its international significance as a cultural landscape and increase its profile as a holiday destination for both domestic and international visitors. We need to ensure that visitors have the best experience on offer and that includes how they move around the National Park.

This plan therefore, as well as the plans for the Ullswater and Borrowdale corridors, will help deliver the actions in the Lake District National Park Partnership Plan (LDNPP) regarding visitor travel. These three areas offer visitors an opportunity to experience and engage with a broad range of what makes the Lake District special, illustrating the Lake District’s character and cultural significance and together they epitomise and showcase the Lake District’s credentials as a National Park and potential World Heritage Site.

These areas also offer the greatest opportunities to make it easy and attractive for visitors to move without being reliant upon a private car, they offer a range of accommodation types, key to our strategy of increasing the average length of visitor stays, and are also amongst the easiest areas of the Lake District to access from elsewhere in the UK, including its international airports and motorway network.

As well as providing a platform and kickstart for commercial sustainable transport services in 2015-16, the See More Programme and the corridor plans will therefore look to the future to offer attractive means of travelling between different attractions and destinations. They will develop the concept of making the journey itself an attraction in its own right and create a network of options to move visitors around each corridor. We have seen this begin to happen through the Go Lakes Travel Programme – integrated, high quality cycle routes, a network of jetties for lake services to make frequent stops at, buses and boats that carry bikes, improved railway station facilities, electric cars for hire by the hour, and charging points to keep them on the move – and these need to be applied and finessed in other areas of the National Park.

The LDNPP strategy is to transform visitor movement to, from and in the Lake District, focussing on changing the travel choices visitors make by:  Influencing operators of train, coach and bus services to provide frequent and direct services between Britain’s major towns and cities, international airports and the Lake District’s entrance Gateways.  Improving entrance Gateways and the information available at these locations, making visitor travel easier.  Improving visitor travel in the Lake District by developing integrated services and infrastructure, including cycle routes and car parking, with a particular focus on the main travel routes into these areas.  Encouraging the providers of travel services and attractions to work together to offer combined deals for travel and attractions, which are tailored to visitor demands.

This Corridor Plan will not only provide immediate changes to service delivery but also identify further measures that will contribute to all of the above.

2.7 Future Vision for the Corridor

The See More Funding will only deliver revenue measures over the one year of funding but it recognises that further improvements will be required over a large time period to become an exemplar of Sustainable Transport in action.

This Oxenholme to Grasmere corridor plan will develop site specific actions to deliver these changes. They will not be complete during the timespan of the See More Programme but will provide a strategic direction for the years ahead. These are detailed in Chapter 9.

3. The Corridor

3.1 Corridor Overview

This corridor begins at the Oxenholme Railway Station gateway and runs north-west and west through Kendal, Staveley, Windermere, Ambleside and Grasmere. It also includes links from Bowness and Ambleside to Hawkshead, Coniston and Langdale.

Figure 2: The Corridor Plan

3.2 Main approaches to the Corridor

These are:  Via Rail – via Oxenholme on West Coast Main Line and to Windermere Station on the Lakes Line  Via road – M6 from the south  Via boat – Windermere Lake Cruises and Cross Lake Experience  Walking & cycling – National Cycle Route 6 from Kendal to Windermere, the Go Lakes Travel network of promoted cycle routes, the rights of way network and on-road cycle routes in the area.

3.3 Primary and Secondary Corridor

3.3.1 Primary Corridor The Lakes Line from Oxenholme Station to Windermere/ Bowness via Kendal, Burneside and Staveley stations and the A591 north-west from Kendal to Windermere, Ambleside and Grasmere. The primary corridor also includes Hill Top/ Hawkshead and Coniston from the Bowness/ Claife Station gateway.

3.3.2 Secondary Corridor Ferry Nab/ Claife Station to Hill Top/ Hawkshead and north to Wray Castle and Ambleside  Staveley village link to Kentmere valley  Ambleside to Hawkshead, Coniston and Langdale  Grasmere to Thirlmere

3.4 Main towns, villages and hubs along the corridor  Kendal  Staveley  Windermere  Bowness  Ambleside  Hawkshead  Coniston  Grasmere

3.5 Key attractions  Lake Windermere  Hill Top  Dove Cottage/ Rydal Mount  Brockhole  Coniston Water and Boating Centre  Langdale Valley  Grasmere and Rydal Water

4. Audit of existing services, facilities, infrastructure and information

In order to determine potential improvements in each corridor, an audit of what is currently in place was undertaken. Site visits and audits of existing transport services, facilities, infrastructure and information relating to different transport modes in each corridor took place in March and April 2015.

4.1 Bus, Rail and Water Transport

Table 1: The current services in the Oxenholme to Grasmere Corridor Summer Frequency Winter Frequency Operator 599 Bowness to Up to every 20mins, Approximately hourly Stagecoach Grasmere open top vehicle (does not serve Grasmere) 555 Kendal to Up to every half hour Up to every hour Stagecoach Keswick (with in peak season onward journeys to/from Lancaster) 505 Windermere to Every hour Every two hours Stagecoach Coniston 508 Windermere to 4 trips a day No service Stagecoach Penrith via Kirkstone (Weekends / M-F in Pass and Patterdale School Holidays) 516 Langdale Seven per day 5 per day Mon – Fri; 4 Stagecoach Rambler on Sundays 525 Cross Lakes Approximately every No service November Mountain Goat/ Experience, Bowness 40 minutes to February Windermere Lake to Coniston via Cruises Hilltop and Hawkshead 41/41A Kendal to Approximately hourly Monday to Saturday Stagecoach Oxenholme Rail services on the Approximately hourly Approximately hourly Virgin Trains/ First West Coast Main Line Transpennine Express Rail services on the Approximately hourly year round First Transpennine Lakes Line Express Water transport on Runs all year with extensive network full length Windermere Lake Windermere of lake and bike boat Cruises Tours Various around central and southern Lakes Main operators Mountain Goat, Lakes Supertours, Bluebird Tours, Millennium Travel

Stagecoach, which is the only public bus operator in the area, has developed a series of day tickets which offer substantial savings if using more than one bus. The Central lakes Dayrider Zone offers unlimited daily travel around Windermere, Grasmere and Coniston while the Explorer ticket covers all buses in Cumbria. In addition Stagecoach and Windermere Lake Cruises (WLC) have developed a joint boat and bus ticket which allows Dayrider or Explorer ticket holders to get discounted single cruise tickets on certain WLC services.

4.2 Transport Interchanges

Oxenholme and Windermere railway stations are the primary public transport interchanges for this corridor. Oxenholme is served by Virgin Train services between London/Birmingham and Edinburgh/ Glasgow and Trans Pennine services between Manchester Airport and Edinburgh/ Glasgow. The Lakes Line runs from Oxenholme to Windermere railway station and is served by First Trans Pennine Express services that connect to Lancaster, Preston, Barrow in Furness and Manchester Airport.

Figure 3: Transport Services Map

Oxenholme Station has two long stay car parks on both southbound and northbound lines and drop off car parking and taxi rank at the station entrance and forecourt. Windermere Station forecourt is a multi-modal transport hub, with short stay/ drop-off parking, a taxi rank, bus station and the Country Lanes cycle hire facility.

Kendal bus station is served by National Express services from London and is the origin of many of the local buses operating in this corridor. Ambleside has a small bus station with two covered bus stops on Kelsick Road and a National Express coach bay on King Street. There is an adjacent car park and on street parking but no cycle parking infrastructure.

4.3 Cycling and Walking

The Sustrans sponsored National Cycle Route 6 follows the main Oxenholme – Windermere – Ambleside – Grasmere corridor, although it is not straightforward to follow this route through Kendal northwards towards Staveley. From Kendal to Windermere the route is a mix of minor roads and dedicated off-road shared use cycleway but between Windermere and Troutbeck Bridge, Langdale Chase to Waterhead and from Ambleside to Grasmere cyclists have to use the A591.

The Go Lakes Travel Programme has significantly enhanced the cycle network throughout this corridor. Five separate but interlinked ‘Trails’ have been created linking key settlements and attractions. They are:  The Windermere West Shore Trail – from the car ferry northwards to Wray Castle and on to Clappersgate and Ambleside  The Langdale Trail – from Ambleside to New Dungeon Ghyll, Langdale  The Grasmere Trail – from Ambleside to Grasmere via Rydal Water and White Moss  The Elterwater to Torver Trail – via Colwith, Tilberthwaite and Yewdale, and finishing along a newly created 1km section of old railway line into Torver village  The Wray to Hawkshead Trail – via Blelham Tarn and Loanthwaite (*complete in summer 2015) There are numerous cycle hire outlets in this corridor, including Country Lanes at Windermere Railway Station, Wheelbase in Staveley (mountain bikes only), YHA Ambleside, Ghyllside Cycles in Ambleside, Coniston Boating Centre, National Trust Wray Campsite, Electric Mountain and Windermere Canoe and Kayak, Bowness.

The Oxenholme to Grasmere primary corridor and secondary corridors to Hawkshead, Coniston and Landgale are some of the most popular areas in the whole of the National Park. The rights of way network is extensive and well used with the west shore of Windermere, Grasmere and Rydal being particular honeypots. Classic hill-walks include the Fairfield Horseshoe from Ambleside, Wansfell and Loughrigg Fell.

4.4 Motor Vehicles and Parking

There are numerous car parks in this corridor with the majority operated by the LDNPA, South Lakeland District Council (SLDC) and the National Trust. Smaller privately owned car parks also exist and are popular, for example White Moss owned by Lowther Estates.

4.4.1 Staveley There is a large and very popular car park at the Mill Yard in Staveley. This thriving area has cafés, Wheelbase, one of the biggest bike shops in the region as well as business and industrial units. It is well used by walkers and cyclists. The car park is free and privately owned.

4.4.2 Windermere Broad Street is the only long stay car park in the village with space for 97 cars. Short stay on street parking is available while Rayrigg Meadow car park, with 60 spaces is on the Windermere shore, just off the A592.

4.4.3 Bowness In comparison Bowness has a much greater car park capacity, reflecting its position on the lakeshore and major departure point for Windermere Lake Cruises. SLDC operates five car parks in the village with a capacity of almost 900 spaces. These are:  Braithwaite Fold, long stay capacity 400, only open from Easter to 31 October.  Ferry Nab, long stay, capacity 104 single spaces, 34 double spaces  Glebe Road, long stay, capacity 126  Rayrigg Road, long stay, capacity 176  Quarry Mount, short stay 4 hours, capacity 36

4.4.4 Brockhole Brockhole is the first car park accessed straight off the A591 in this corridor. It is the Lake District National Park Visitor Centre, owned and operated by the LDNPA and has space for 235 cars and 10 coaches.

4.4.5 Ambleside/Waterhead There are five main car parks in Ambleside and Waterhead, four operated by SLDC and one by the LDNPA. They are:  Rydal Road (SLDC), long stay, capacity 170  Lake Road (SLDC), long stay, capacity 47  Low Fold (SLDC), long stay, capacity 45  King Street (SLDC), short stay 4 hours, capacity 29 and closed Wednesday market day  Waterhead (LDNPA), long stay, capacity 118

In addition there is a privately owned car park off Rothay Road, signed as Miller Bridge/ Town Centre with space for 205 cars. One hour on street disc parking is also available and free, informal car parking exists on the Under Loughrigg Road, for approximately quarter of a mile south of Miller Bridge.

4.4.6 Grasmere There are three car parks in Grasmere village, operated by SLDC and the LDNPA. They are:  Stock Lane (LDNPA), long stay, capacity 59 plus 10 coaches  Broadgate Meadow (LDNPA), long stay, capacity 73  Red Bank Road (SLDC), long stay, capacity 79 There are three other car parks on the southern approaches to Grasmere. Pelter Bridge is a small pay and display car park at the northern end of the Under Loughrigg Road and is operated by the LDNPA. Lowther Estates operate two car parks either side of the A591 at White Moss and are ideally situated to visit both Rydal Water and Grasmere lake.

4.4.7 Coniston There are three car parks in Coniston, all operated by the LDNPA. They are:  Coniston Village, long stay, capacity 60 plus 3 coaches  Coniston Boating Centre, long stay, capacity 93  Monk Coniston, near the head of the lake, long stay, capacity 33 In addition there is a car park at the old railway station above the village, capacity unknown and an informal car parking area exists at the top of the Walna Scar road and is primarily used by hill-walkers accessing the Coniston fells.

4.4.8 Hawkshead There is one car park in Hawkshead, operated by the LDNPA with a capacity of 197 plus 5 coach bays.

4.4.9 Pay As You Drive vehicles and Twizys There are five low emission Pay As You Drive (PAYD) vehicles and five electric Twizy vehicles in this corridor, as result of the Go Lakes Travel Programme. Three of the low emission PAYD vehicles are located at the key gateways of Oxenholme and Windermere Railway stations and Staveley Mill Yard while the other two are at the University of Cumbria, Ambleside and at Coniston village.

The five Twizys are at accommodation providers in key destinations within the corridor so customers can use them instead of their own vehicles. These unique two-seater cars were introduced to engage with a wider visitor audience, focussing less on the practical motives for car hire and more on the driver experience. They are currently stationed at Langdale Hotel and Spa (x2), the Salutation Hotel, Ambleside, Broadrayne Farm Hostel, Grasmere and Hill of Oaks Caravan Park, Windermere. The booking system and administration of all of these is carried out by Co Wheels, a national Renault Twizy electric vehicle car club operator, in partnership with the LDNPA.

The above Twizy locations all have electric charge points. In addition, charge points are also located at the Lindeth Howe Hotel, Elder Grove Hotel in Ambleside and Thorney How YHA in Grasmere.

4.5 Marketing and Information

There is a wide variety of media providing information on local attractions and sustainable transport options available in the corridor. These include on-street signage, leaflets, websites, information boards/car park information screens and smart phone app itineraries.

Leaflets are available at many outlets including information centres at Windermere, Bowness and Ambleside, Oxenholme and Windermere railway stations, Windermere Lake

Cruises ticket offices and piers, National Trust shops in Grasmere, Wray Castle, Claife Station and Hawkshead as well as many other attractions, hotels, pubs and restaurants. Leaflets cover all options for sustainable transport and are produced by local authorities, Cumbria Tourism and transport operators. Many local businesses and attractions produce their own leaflets detailing things to do, places to visit and how to get there. They include:  Traveller’s Guide  Walks from...leaflets (four in the series)  Cycling from…guides (six in the series including Windermere, Hawkshead, Ambleside and Grasmere)  Family cycling guide  Cross Lakes Experience  Cycling Toolkit  Coach Drivers map & guide  Lakes Connection – provides details of Stagecoach bus services including the 555 and 559 services  Discover Cumbria by rail  Walks from...Lakes & Furness Lines  Windermere Lake Cruises

A series of wayfinder ‘monoliths’ have been installed at Grasmere (x2), Windermere Railway station, Bowness and Waterhead to help visitors orientate themselves. In addition static information boards can be found at key locations such as National Trust sites at Wray Castle and campsite, Stickle Barn, Langdale, Claife Station and in car parks such as Rydal Road, Ambleside. The Park with Ease information screens at LDNPA car parks in Waterhead, Hawkshead, Coniston and Grasmere also provide useful visitor

information.

A smart phone app, Drive Less See More, provides car-free itineraries in this corridor and there are a number of websites that provide details on sustainable transport options. These include: www.golakes.co.uk/travel http://www.nationaltrust.org.uk/visit/local-to-you/north-west/things-to-see-and-do/lakedistrict/ - information on various properties in south Lakeland, including how to get there http://www.lakedistrict.gov.uk/visiting/planyourvisit/gettinghere - how to get to and around the Lake District http://www.lakedistrict.gov.uk/visiting/placestogo - including Coniston, Grasmere, Langdale Valley and Windermere www.visitcumbria.com http://www.cumbria.gov.uk/roads-transport/public-transport-road- safety/transport/publictransport/passengertransport.asp - includes information on buses, trains and ferries as well as maps and timetables

5. Current travel patterns and movements

This section looks at where are people are moving from and to, and how they are travelling. The area covered by the Oxenholme to Grasmere corridor and the secondary corridors to Hawkshead, Coniston and Langdale have a huge number of attractions and natural attractors and these are the busiest visitor areas in the National Park. Attractions are discrete sites that have specified access points and often have an entrance/ parking fee attached from which visitor numbers can be collated. It is much more difficult to estimate visitor numbers at key natural attractors such as those listed in section 2 because they are free and have more than one point of access. We know they are popular from experience and anecdotal evidence. The investment in adjacent infrastructure such as car parks and access improvements is also an indicator of popularity and for these attractors car park occupancy rates could be used as a surrogate for visitor movement.

5.1 Marketing and Information

5.1.1 General Cumbria and the Lake District received 39.68 million visitors in 2013, up from 37.97 in 20121. 86% of these were day visitors and only 14% were staying visitors. The South Lakeland area, in which all these corridors sit, had 15.63 million visitors of which 2.35 million were staying visitors.

Between 2012 and 2013, South Lakeland achieved an increase of 4.9% in tourist numbers and an 8.1% in tourism revenue. Day visitors grew by 4.7% and their spend grew by 8.1%. The number of visitors using self-catering accommodation grew by 6.6% and 3.1% in number of nights. Visitors using hotels, guesthouses, and B&Bs grew by 6.5%.

For South Lakeland there was some fluctuation by year in the five years between 2009 and 2013. Tourism revenue increased by 11% despite a fall of 2.6% in visitor numbers and 0.8% in visitor days. Day visitor numbers have fallen by 4.8% since 2009, and spend by 1.5% so growth is solely down to staying visitors. Staying visitor numbers have grown by 12.1%, nights by 6.6%, while spend has increased by 23.3% overall since 2009.

5.1.2 International Visitors In 2012, 8% of visitors to Cumbria were from abroad2, equating to 3.02 million visitors. In South Lakeland, 6 % of visitors were from overseas. From this survey, and the International Visitor Research Report from 2010, we know that across Cumbria:

• The most frequent overseas visitors are from the USA, Australia, China, Germany, Netherlands, Japan and France • Although 78% arrive in the UK by aeroplane, 70% use private or hire cars to travel to Cumbria and 64% to get around the county • 19% arrive in Cumbria by bus or coach and 14% by train, higher than domestic visitors but only 10% use a bus to travel around Cumbria • 44% stay for a short break of 1-3 nights, compared to 32% for domestic visitors • 56% stay for 4 nights or more, compared to 68% of domestic visitors

1 Cumbria Tourism: Tourism in Cumbria 2013: key facts and trends 2 QA Research for Cumbria Tourism: Cumbria Visitor Survey 2012

• 63% stay in serviced accommodation (hotels, guesthouses and B&Bs), compared to 37% for domestic visitors • 48% of Japanese tourists and 49% of group travellers by coach (predominantly Chinese and Japanese) stay in hotels compared to an overseas visitor average of 20% • 20% of overseas visitors stayed overnight in Windermere, 13% in Ambleside, 8% in Bowness and 4% in Grasmere • Overseas visitors spend more per day than domestic visitors (£67.98 compared to £52.84) • Daily spend per person, excluding accommodation, in South Lakeland is £24.87, compared to the county average of £23.36

In summary international visitors tend to stay for shorter periods, as a visit to Cumbria is one part of a UK wide trip. They are higher spenders and are more likely to use serviced accommodation for overnight stays, in particular visitors from China and Japan. They are also more likely to use coach travel to get to and around Cumbria and Windermere, Ambleside and Bowness are three of the top four most popular overnight destinations in Cumbria.

5.2 Tourist attractions

The Oxenholme to Grasmere corridor serves some of the busiest tourist destinations in Cumbria. The lakes of Windermere, Coniston Water and Grasmere are major attractors as are the settlements of the same name. The cultural heritage of the Lake District is particularly prevalent in this corridor with major attractions linked to Beatrix Potter (Hill Top and the World of Beatrix Potter), William Wordsworth (Dove Cottage and Rydal Hall) and John Ruskin (Brantwood). The top 10 visitor destinations are:  Windermere Lake Cruises (1,469,189 visitors in 2014)3  Brockhole (230,676 visitors in 2014)  Lakeside and Haverthwaite Railway (182,720 visitors in 2014)  Grizedale Forest and Visitor Centre (179,147 visitors in 2014)  World Of Beatrix Potter (155,214 visitors in 2014)  Sizergh Castle (102,860 visitors in 2014)  Hill Top (95,073 visitors in 2014)  Lakeland Motor Museum (79,469 visitors in 2014)  Wray Castle (78,922 visitors in 2014)  Dove Cottage and the Wordsworth Museum (50,145 visitors in 2014)

5.3 Bus, Rail and Water Transport

5.3.1 Bus We do not have any information on passenger numbers because of commercial sensitivity. We have therefore used frequency of services as a surrogate measure of passenger movement i.e. frequency of service is an indicator of levels of use.

The frequency of the 555 and 599 Stagecoach services along the A591 corridor reflect its importance as the key approach to the south and central Lake District. In the summer season 599 buses run every 20 minutes from Bowness to Grasmere and the 555 every half hour from Kendal to Keswick. These drop to an hourly service in winter.

3 Visitor Attractions Volume Figures, Cumbria Tourism 2014

The 525 Cross Lakes Experience is a partnership between Windermere Lake Cruises, Mountain Goat and Coniston Launches that encourages visitors to explore the western side of Windermere by bike, boat, bus and boot. It has run for 10 years now, was previously known as the B4 network, and provides opportunities for multi-modal itineraries around Hawkshead, Wray Castle and Coniston. It links to the 505 Stagecoach bus which provides an hourly summer service between Ambleside, Hawkshead and Coniston.

The 516 Langdale Rambler runs between Ambleside and the Langdale Valley and, as the name suggests, is promoted as an option for visitors and walkers to reach the central fells. The 516 now has an early evening service to ensure hill walkers can catch a return bus back to their accommodation or home.

5.3.2 Rail Oxenholme Railway Station is on the West Coast Main Line (WCML) and is the gateway for rail passengers visiting the south Lakes. In 2013–14 436,154 passengers used Oxenholme station, a 12,000 increase on 2012-134. Of these 227,256 used the station as a rail interchange i.e. stayed at the station to connect with another timetabled train. The bulk of passengers will transfer at Oxenholme onto the Lakes Line which terminates at Windermere Station. 400,630 passengers used this station in 2013-14, although we do not know the proportion accounted for by visitor passengers.

5.3.3 Water Windermere Lake Cruises operate a fleet of boats on Lake Windermere and they are the biggest tourist attraction in Cumbria, as well as a means of transport. The main departure point is Bowness with boats running approximately half hourly in the main summer season. A new service, the Bike Boat, also links Brockhole with Wray Castle and Bark Barn jetties and the Windermere West Shore cycle route.

Coniston Launches operate three cruise services on the lake with the most frequent, the head of the lake cruise running seven times a day in the summer season. The National Trust also operate the Steam Yacht Gondola, mainly between Coniston, Monk Coniston and Brantwood although one cruise per day covers the entire length of the lake. We do not have any recent passenger numbers for either of these services.

5.4 Cycling and Walking

The rights of way network in this corridor encompasses high rugged fells, valleys, woodland and agricultural land and is extensively used by walkers and cyclists. Anecdotal evidence suggests cycling numbers have increased dramatically, in particular road cycling and by families. Although we do not have current data on numbers of cyclists using these routes we can use surrogate measures. For example:  the number of bikes carried by the Windermere Lake Cruises bike boat from Brockhole to Bark Barn and Wray Castle increased by 30% between 2013 and 2014  the number of bike passengers on the Windermere ferry increased by 80% between 2012 and 2014

4 Steer Davies Gleave Estimates of Station Usage December 2014 for Office of Rail Regulation

5.5 Motor vehicles and Parking

The key car parks are outlined in section 3.4. Through the Go Lakes Travel Programme, a survey of car park occupancy and parking duration was carried out in 2012 and 2014 across 20 car parks in Windermere, Bowness, Ambleside, Grasmere, Hawkshead, Lakeside and Coniston5. The key findings were:  Across all car parks short duration stays of 1 hour or less and 1 to 2 hours were the most common, highlighting a high turnover of cars throughout each day.  Hawkshead car park had the highest percentage of short duration stays with on average 91% of cars staying for less than two hours.  Ferry Nab car park at Bowness and Low Fold and Lake Road car parks at Ambleside had the highest percentages of long stay car parking with averages of 19%, 17% and 14% respectively staying for between 5 and 9 hours. This may reflect the opportunities for day long recreation close to these sites, for example sailing or canoeing on Windermere or hillwalking.  The average duration of stay increased between 2012 and 2014 – by 17 minutes on Wednesdays and by 5.5 minutes on Saturdays.  Of the 20 car parks surveyed, only Hawkshead and Broadgate Meadow, Grasmere showed a decrease in length of stay.  Occupancy levels have remained relatively static between 2012 and 2014 although Ferry Nab and Braithwaite Fold in Bowness showed substantial increases in occupancy.  Highest occupancy rates occur between 12 noon and 4pm with significant reductions in numbers either side of these times. A couple of car parks buck this trend, with Lake Road Ambleside at 80% capacity throughout the day on the Wednesday survey and Ferry Nab at two-thirds capacity for most of the day on the Saturday survey.

The Oxenholme to Grasmere corridor has benefitted from three years of Pay as You Drive (PAYD) for the last three years. The purpose of locating at key gateways and at rail interchanges in particular is to encourage visitors to travel by train to Cumbria and the Lake District, safe in the knowledge that a car is available for the rest of their trip should they need it. Of the five Low Emission Vehicles (LEV), the three located at these gateways (Oxenholme and Windermere Stations and Staveley Mill Yard) have performed the best with utilisation figures above the break even line of 20%6. VW Up! Low Emission Vehicle at Oxenholme Railway Station

5 SMS Market Research Experts: Go Lakes Parking Survey, November 2014 6 Co-wheels PAYD Car Hire Network – Lake District Summary Report

Vehicles located at both Oxenholme train station and Windermere train station averaged over 30% utilisation per month across 2014. This is an increase of 15% for Windermere on 2013 figures. With an increasing number of customers from London and the South East, the rail station cars provide the biggest pull as they can be easily collected and dropped off, proving to be a very useful way of connecting up travel. Oxenholme station provides direct links from Manchester airport and large cities along the West Coast line, as well as a direct service from London Euston.

Staveley has proven to be a successful location too, used a lot by the local community and also by those making the journey into the Lake District via the Lakes Line, linking Oxenholme with villages on route to Windermere. The Staveley car has achieved an average of 23% utilisation per month across 2014, a 6% increase on 2013 figures. The further the distance from main transport interchanges, the greater reduction in use. This is most notable with the Coniston LEV which has had very little use by local residents, businesses or visitors.

Low Emission Vehicle utilisation figures: Windermere and Oxenholme railway stations

Unlike the LEV’s, where customers have to become a member of Co-wheels and book in advance, the Twizys are available for ‘on the spot’ hire with partner organisations or host businesses and provide immediate access to the local low carbon car hire network. This particularly benefits visitors who may not have been aware of the possibility prior to their arrival or whose plans change during their holiday. This model has not previously been delivered by a technology driven, large scale car club operator, and therefore represents a significant development within both the car club and tourist travel sectors.

Use of the Twizy network has not proved as popular as the LEV’s with none of the five vehicles breaking the 20% break even line. For a spontaneous transport offer, marketing and promotion is key and Go Lakes Travel Programme partners have accepted this has to improve if the Twizy network is to have a long term viable future. However, they provide a fantastic opportunity to promote sustainable travel options to a wider audience and have enabled relationships with local businesses to be developed who see the importance of offering alternative travel options to people coming into the area.

5.6 Baseline Data

In order to assess whether the Travel Plan has been successful in achieving its objectives, it is important to identify a baseline travel figure. This has been taken from the results of the Cumbria Visitor Survey in 2012, which was carried out on behalf of Cumbria Tourism, and is due to be undertaken again later in 2015.

The survey results show that the main mode of travel that visitors use to get around the South Lakeland district is by private vehicles (74%). The next highest mode is by walking (12%), followed by bus or coach service (6%) and coach tour (4%). It is worth noting that although some visitors have used boats and trains to get around, these figures indicate the main mode used.

Table 2: Main mode of transport used by visitors to get around South Lakeland 2012 Mode of travel % in South Lakeland Car/ van/ motorbike/ motorhome 74% Bus/ coach service 6% Coach tour 4% Bicycle 1% Train 1% Walked 12% Boat/ ferry 1% Other 1%

This baseline travel figure will be monitored using the Cumbria Visitor Survey due to be carried out later in 2015, when implemented measures through the See More programme, particularly transport services, will be starting to have an effect. As the See More Programme is only for 1 year monitoring beyond 2015/16 will require other funding.

6 Issues and barriers

6.1 Overview

This section identifies current issues and barriers to sustainable transport movement, informed by the audit of existing services, facilities, infrastructure and information; our understanding of current travel patterns and movements; and through engagement with stakeholders.

6.2 Visitor Services

Barriers and issues for passenger transport can be split between bus / coach travel, rail, and water transport. The main issues identified in the Oxenholme to Grasmere corridor are:  Lack of promotion of bus services along the corridor  High bus fares and limited timetables – need to extend times  Joined up journeys not happening at present, either by timetable or by ticketing  Not enough transport options available for foot passengers arriving by train at Oxenholme or Kendal railway stations  Single line to Windermere, not a loop  Getting to Oxenholme station without car is difficult. Need better public transport linkage between Kendal and station and promote it  Taxis to and from stations are costly  Lack of bus shelters and seating  Lack of through ticketing from airports and London

6.3 Pay As You Drive (low emission and electric) Vehicles

 Congestion on roads into main settlements with pinch points at Ambleside, Bowness and Windermere) during summer holidays  Capacity of some car parks exceeded while others (Braithwaite Fold for example) are under utilised  Viability of PAYD vehicles located away from key gateways

6.4 Cycling and Walking

 Electric bikes not available to children due to government legislation  Lack of continuity of cycle paths  Lack of a cycleway/ multi-user route along key arterial highways  Cycleway down from Oxenholme to Kendal not continuous  Limited number of cycle spaces on trains

6.5 Marketing and information

 Lack of clarity of information on onward travel options  Better marketing of what is already on offer in the corridor  Too narrow a focus on the 'summer' period but tourists come at all times

Following the identification on issues and barriers to sustainable transport, the next task is to identify potential improvement measures that might make a difference in terms of visitor travel, and particularly international visitor travel along each corridor.

7 Potential Measures

7.1 Overview

This section identifies potential improvement measures. These include the enhancements to services put forward by public transport service operators, revenue measures for the other three See More project areas (Pay As You Drive Vehicles, cycling and walking and marketing and information), and infrastructure measures to be funded by other capital funding streams.

Ideas for improvement measures have come from stakeholders, via survey forms and the TravelEdge conference and from See More Programme staff. Apart from the first two bullet points below which represent agreed visitor transport service enhancements, the measures listed are ‘unfiltered’ and have not been assessed in terms of feasibility, funding, timescales to deliver or other constraints such as planning. They are therefore an honest and current capture of stakeholder ideas and Chapters 8 and 9 divide these between measures that can be implemented through the See More Programme and those that are longer term and aspirational.

7.2 Visitor Services

 Development of a ‘Best of the Lakes’ bus tour taking in showcase areas and three corridors, starting and finishing at Windermere  Enhancements to the Cross Lakes Experience, to include stops at Wray Castle and Tarn Hows  Need more regular transport and more choice of transport options for foot passengers arriving at Oxenholme and Kendal railway stations  Coniston to Tarn Hows via Coniston Boating centre shuttle bus to run through main summer season  Development of Sunday services for railways west  Signage on platforms with web links  Integrated ticketing at Windermere station between train and bus services – a Ride and Ride option  Passing loop on the Lakes Line to enable more train services to use the route  Ramped access at Staveley Station for the benefit of cyclists, pushchair and wheelchair users  Collaboration to improve onwards travel info at Penrith, Oxenholme and Lancaster stations  Conduit needed for operators (rail/bus/ taxi) to collaborate together  Lancaster, Preston, Carlisle stations provide opportunities?  Bus shelters and seating  Through ticketing from airports and London  Integration of bike carriage capability on other Stagecoach services such as 516 and 505  Water transport - increase jetty provision  Pilot a Park and Ride facility with frequent shuttle bus service for visitors to Windermere and Bowness

7.3 Low Emission and Electric Vehicles

 Collective marketing of the existing PAYD vehicle network rather than individual host  Improve the branding of the Twizy network  Fleet of Twizy vehicles based at Windermere Railway Station

7.4 Cycling and Walking

 Further develop the off-road and in-highway cycle network:  Complete the link from Coniston to Hawkshead  Develop links from Hawkshead to Grizedale and Grizedale back to the Windermere ferry via Cunsey  Windermere ferry south to Lakeside  Easy grade promoted cycle route from Staveley up the Kentmere valley  Electric bike network and maintenance contract for e-bike fleet should be re-launched  Opportunities for information display on cycle hire boxes  Improved cycling infrastructure in Kendal and promote opportunities to cycle into the Lake District from the town  Cycle hubs (cycle stands, information boards, secure storage etc.) at key locations such as Grasmere, Ambleside, Coniston, Hawkshead and Bowness  Further develop Sky Ride Local programme of guided bike rides  Develop a monitoring programme of cycle usage on key routes and user survey to provide baseline data on levels of use and feedback on the network to better inform future funding bids

7.5 Information and Marketing

 Should be one brand and one message for information and onward travel  Better use of technology with websites updated daily and better smartphone/tablet connectivity  International visitors need information in other languages  Incentivise use of buses/bikes/boats/trains - consumer marketing  Opportunities - Paris, Brussels, key hubs for international visitors  One point of contact for collaborative information  Promotional display of sustainable transport options at Windermere Tourist Information Centre, including cycling

8 See More Revenue Measures

8.1 Overview

The potential measures outlined in Chapter 7 were reviewed by the See More programme team and key stakeholders, who have formed an Oxenholme Corridor Travel Plan Group. It is not possible for all of the measures from Chapter 7 to be implemented through the See More programme in 2015/16, as some are longer term aspirations that will require landowner and business negotiation as well as significant sums of capital investment and funding. These measures are discussed in Chapter 9 and form the long term vision for sustainable transport in this corridor. The following revenue measures are recommended for implementation through the See More Programme in 2015 – 16.

8.2 Visitor Services

Table 3: Visitor Services Measures No. Measure Detail A1 Best of the Lakes Tour – Daily departure tour which departing from Windermere to operated by Mountain take in Windermere Lake, Ambleside, the Langdale Valley, Goat Hardknott, the Western lakes, Borrowdale Valley, Keswick and Ullswater, returning over Kirkstone. A2 525 Cross Lakes Experience Extension to the current 525 service, running from – operated by Mountain Hawkshead, to include Tarn and Wray Castle via Wray Goat and Windermere Lake Campsite. The service will run daily with a 16 seater vehicle Cruises from 28th March – 1st November.

8.3 Low Emission and Electric Vehicles

Table 4: Low Emission and Electric Vehicles No. Measure Detail B1 Two PAYD vehicles at  Two PAYD low emission cars to be based at Oxenholme Oxenholme railway station railway station to serve the Oxenholme to Grasmere corridor.  Work with Virgin Trains, Network Rail and Co-wheels to host and promote. B2 PAYD vehicle at  Mini Clubman PAYD low emission vehicle to be based at Windermere railway Windermere railway station to serve the Oxenholme to station Grasmere corridor.  Work with Virgin Trains, Network Rail and Co-wheels to host and promote. B3 Twizy branding  Work with existing Twizy hosts to explore opportunities to brand the existing Twizy network as a hefted flock of sheep in the corridor. New branding materials to include posters, leaflets and itinerary templates. Offer help for businesses to develop the itineraries.

In addition to these vehicles the additional PAYD drive vehicles at Staveley and University of Cumbria will continue to operate, but will be run as a commercial venture and not funded by the See More Programme. The same principle applies to the existing Twizy fleet.

8.4 Cycling and Walking Measures

Table 5: Cycling and Walking Measures No. Measure Detail C1 Sky Ride Local guided bike 2015 Programme of Sky Ride Local guided bike rides will rides – in partnership with include locations within the Oxenholme to Grasmere British Cycling corridor.

8.5 Marketing and information

Table 6: Marketing and Information Measures No. Measure Detail D1 Internationally focused Raise awareness of See More brand and promote a general media campaign message of sustainable transport through an internationally focused media campaign (to incorporate PAYD car scheme and Twizy’s. D2 Additional marketing Dedicated marketing support for Cross Lakes Experience to activity and support for the Include: Cross Lakes Experience  posters (printed and distributed on corridors), from See More, focussing  design, print and distribution of an additional Beatrix on promoting the Potter themed itinerary Windermere to Wray/Tarn  Explore costs to translate itinerary into Japanese and Hows connections through Mandarin a Beatrix Potter theme in  pocket timetables for bus service order to appeal to an  Photoshoot for the route and service international audience.  Support through PR and social media D3 Additional marketing  Arrange photo shoot for the service/route activity and support for the  Support the service using the See More Travel Best of the Lakes Tour from Ambassador See More  Feed into any relevant PR activity  Discuss option for a branded pick up point at Windermere Station with the Station Manager D4 Information upgrades at Work with Virgin Trains, First Transpennine Express and Oxenholme and Network Rail to improve sustainable transport information at Windermere railway these key gateways. stations D5 Mini Traveller’s Guide The guide will use maps & representational illustrations to show everything within the corridors (bus/ walk/ bike/ attractions/ etc.). It will also include transport to and through the corridor as well as itineraries and walks. D6 Windermere TIC Working with Mountain Goat to provide some additional information and signage at Windermere TIC. D7 Travel Ambassador Provision of a Travel ambassador for the Oxenholme to Grasmere corridor during the 2015 summer season, to work with businesses and accommodation providers to promote sustainable transport.

9 Future Vision for the Corridor

9.1 Contents

The visitor travel strategy in the LDNPP and this corridor travel planning process has been developed out of the LDNPA’s Intention for Movement Strategy. This approach broke down visitor travel into four main components: 1. Approaches – how people travel to Cumbria, for example the West Coast Main Line and the M6 2. Gateways – the first transport interchange and place that provides an ‘entrance’ to Cumbria and the Lake District 3. Corridors – key routes for visitor to travel to destinations 4. Hubs – where people break from travelling and carry out a variety of other activities, for example shopping, eating and drinking, recreation, stay, or change onto another form of transport

In broad terms, the strategies and actions within the LDNPP and this Corridor Plan will develop infrastructure and services in each of these four components that will influence and change people’s travel behaviour and modes of transport. Therefore in 10 years time we want to see:  Approaches - more opportunities for people to travel to Cumbria and the Lake District by non-car modes in the future. This may involve direct rail services and coach services from urban areas, and “catching” car journeys at a hierarchy of gateways on approach, with the onward journey being made by coach, rail or car sharing.  Gateways - there will be orientation and information, a variety of options for onward travel and associated facilities such as booking, hire, baggage forwarding, cafés and shops.  Corridors – these will be clearly defined, with simple service numbering, branding and signage, integration between different types of services, such as bus/boat ticketing & timetabling, and cycle carriage on buses & boats.  Hubs – infrastructure, facilities and information appropriate to the function of a hub will be developed. Infrastructure could include bus shelters or bike racks, services could be cycle hire, guided rides and cycle friendly accommodation and information could be online, orientation maps and leaflets detailing options for onward travel.

9.2 The Vision

The future vision for this corridor is of a showcase area where in ten years time sustainable transport is more easily accessible and attractive, especially along key routes. The map overleaf provides an indication of the strategic vision for the corridor study key transport improvements. It identifies the key corridors for movement of large numbers of people, key bus routes, existing and potential cycle routes, zones for development of quiet walking and cycling and lakes for enhanced water transport infrastructure. The routes are not precise or exhaustive, more an indication of where future work could be directed. More detailed consultations, feasibility studies and funding applications would take place before further progress could be made.

In this vision the Oxenholme to Grasmere corridor becomes an exemplar of sustainable transport in action where greater connectivity means visitors travelling by public transport to the key gateway of Oxenholme can seamlessly use other modes of public transport to Windermere and other destinations. It means that those people arriving in the key settlements of Windermere, Bowness, Ambleside, Grasmere, Hawkshead and Coniston by car have sufficient options to travel by bus, on water, by bike and on foot that they can leave their car behind for the duration of their stay.

These longer term aspirations need to include:  the southern and south western gateways of Haverthwaite/ Newby Bridge and Ulverston/ Broughton in Furness and links to the emerging Lake District National Park transport strategy  the cycle connection over Dunmail Raise which will plug the gap in National Cycle Network route 6 and connect the corridor to Keswick

A number of key sustainable transport issues were raised through the Corridor Travel Planning Process, as well as measures to resolve them. These are detailed in Chapters 7 and 8 and require a mixture of revenue and capital funding. The Corridor Travel Plan stakeholder group was asked to prioritise schemes that would best achieve the See More aims of making sustainable travel the ‘norm’, encouraging visitors to stay longer and provide benefit to the Cumbrian economy.

These priority measures are listed below in the See More project areas. They are also grouped into short term (1-2 years), medium term (2-5 years) and long term (5-10 years) and whether they require capital or revenue funding. For each of these project areas we have also developed a guiding statement of where we want to be in 10 years time.

Figure 4: Future Vision for Oxenholme to Grasmere Corridor

9.3 Feasibility Studies

In order to determine how feasible each capital scheme would be, unless already completed, feasibility studies would need to be undertaken. These would determine how each scheme could be delivered, any issues, and likely costs. Should future capital funding become available, there would be benefit in a study already having been done.

There is a relatively small feasibility study fund for the corridor planning process. Potential infrastructure projects and feasibility studies were discussed during Corridor Travel Plan Group meetings. There is a good level of support from local stakeholders for a number of projects.

9.4 Capital Infrastructure Scheme

The following capital schemes were put forward as priorities by stakeholders:  Improvements in accessibility and connectivity from Burneside and Staveley Railway Stations.  Park and Ride locations and shuttle services, including onward shuttle bus for rail passengers from Windermere Station.  Options for a passing loop on the Lakes Line to increase carrying capacity of the line.  Hawkshead to Hill Top off-road route, to assess alignment options and suitability for cyclists.

9.5 Improvement Measures

Where we want to be: There will be more frequent and direct rail services between Britain’s major towns and cities, international airports and the Lake District’s entrance gateways of Oxenholme and Windermere. There will be integrated onward travel to key destinations and attractions by bus, bike, low emission vehicles and on water making sustainable transport the default option.

9.5.1 Visitor Services

Table 7: Visitor Service Measures No. Measure Detail E1 Transfer services Investigate commercial viability of shuttle bus transfer from key gateways service from Oxenholme and Windermere railway stations to accommodation hubs. E2 Park and Ride facility Explore feasibility of Park and Ride locations between developed to serve Kendal and Staveley that will serve Windermere and Windermere and Bowness and link to the potential shuttle bus service above. Bowness E3 Passing loop on the As part of the Lakes Line electrification programme, work Lakes Line to with and influence Network Rail to provide a dual section of Windermere and rail track to allow for a greater frequency of trains to run on improve connectivity the Lakes Line, and increase passenger capacity to at Burneside Windermere. Work with Burneside Vision to develop Burneside Station as transport hub for village. E4 Influence rail Work with the Dept. for Transport and train operating franchising process to companies to ensure that: provide more and a). Oxenholme Station retains or increases the number of

better connections to stopping services on the West Coast Main Line; Windermere b). More direct connections from Manchester Airport to Windermere along the Lakes Line

E5 Provide ramped Work with Network Rail and First Transpennine Express to access at Staveley remove flight of steps and provide ramped access to Railway Station Staveley Station for cyclists, wheelchair and pushchair users. This would allow cyclists to get to the Staveley cycle trail by public transport (see cycling measures below). E6 Increase jetty Work with key stakeholders to investigate feasibility of new provision on public jetties on Windermere, for example Beech Hill and Windermere White Cross Bay to serve adjacent accommodation hubs. E7 Cycle carriage for Capital investment to provide space for minimum of four minimum of four bikes on buses that service the Go Lakes promoted cycle bikes on all network – the 555, 599, 516, 505 and 525 services commercial bus services E8 Provide bus shelters Capital investment to construct bus shelters where possible where possible along along main bus routes. Investigate use of real time bus routes information systems at bus shelters for customers.

9.5.2 Low Emission and Fleet Vehicle Measure

Where we want to be: The low emission vehicle fleet is run on a commercially viable footing. The concept and branding of the electric vehicle fleet as a ‘hefted flock’ and an iconic way of seeing the immediate area is well established and well used by the visiting public.

Table 8: Low Emission and Electric Vehicle Measures No. Measure Detail F1 PAYD and electric a) Work with the PAYD provider, Cumbria Tourism and vehicle vehicle fleet hosts to ensure viability of the existing fleet in the expanded medium term b) Increase and promote the network of electric vehicle charge point across the south Lakes c) As a minimum double the electric vehicle fleet by 2020

9.5.3 Cycling and Walking

Where we want to be: Key destinations and attractions within the corridor are all connected by safe and where possible, traffic free cycleways. Connectivity of the rights of way network is improved to meet the needs of modern recreational users.

Table 9: Cycling and Walking Measures No. Measure Detail G1 Hawkshead and a). Work with landowners and key stakeholders to develop a Grizedale to cycle route from Hawkshead to Far Sawrey Windermere Ferry b). Work with landowners and key stakeholders to develop a cycle route from Grizedale to the Ferry House via Satterthwaite and Cunsey – to complete the network started under the Go Lakes Travel Programme G2 Coniston to Work with landowners and key stakeholders to extend existing Grizedale cycle route from Coniston to High Cross into Grizedale G3 Development of a) Work with partners to identify and capture all sustainable the Windermere transport and access initiatives/ suggestions in the southern Southern Gateway gateway area b) Prioritise projects and commission feasibility studies for capital infrastructure projects, including cross lake linkages between Fell Foot and and Lakeside; extensions to the Lakeside to Haverthwaite Railway; and a cycle route north from YMCA to Cunsey, to link with G1 above and as part of the cross Park Water Cycle project c) Source funding to implement priority projects G4 Development of a) Work with partners to identify and capture all sustainable the Ulverston/ transport and access initiatives/ suggestions in the southern Broughton in node area Furness south- b) Prioritise projects and commission feasibility studies for western gateway capital infrastructure projects c) Source funding to implement priority projects G5 Low Wood to a). Re-visit the AECOM feasibility study into cycleway options Ambleside from the Low Wood Hotel to Ambleside cycleway b). Discuss potential funding streams and implementation with partners. G6 Thirlmere a) Revisit the previous Thirlmere Cycleway, Cycle Lakes bid and Cycleway and links ROWIP project documentation, liaise with United Utilities and from Grasmere Cumbria County Council to draw up current position statement and to Keswick b) Ensure all planning considerations are identified for route upgrades and creation. c) Draw up route alignments and specification of costs for both existing route re-alignment and route creation. d) Submit planning applications and secure funding for development G7 Staveley Cycle Trail a). Work with landowners and stakeholders to develop an easy grade cycleway from Staveley to Kentmere Reservoir and back b). Investigate options for valley managed access as part of the Cycle Trail development, for example shuttle bus service for cyclists and walkers, parking restrictions G8 Develop a network Recruit, train and equip teams of cycle ambassadors to provide of cycle on the ground support and assistance to users of key promoted ambassadors routes in the corridor

9.5.4 Marketing and Information

Where we want to be: There is a consistency of information across all media that provides visitors with a ‘sense of place’ and a confidence that they can expect a certain standard of facility and service. Information for ‘door to door’ travel, whether for international or domestic visitors is catered for by a Cumbria wide sustainable transport website.

Table 10: Marketing and Information Measures No. Measure Detail H1 Consistent Work with Virgin Trains, First Transpennine Express and information hubs Network Rail to develop information hub and services at at key gateways Oxenholme and Windermere railway stations, including booking onward travel, baggage forward and transfer services. H2 Develop a ‘one Work with partners to develop and build a sustainable transport stop shop’ online website for the Lake District and Cumbria, covering public resource for transport services including water based transport, Pay As You sustainable travel Drive and car share networks, promoted cycle and walking options across routes and cycle related services such as bike hire, guided rides. Cumbria H3 Develop consistent Work with partners to develop branding and design guidelines marketing, for all sustainable transport infrastructure across the corridor, branding and for example at gateways, information hubs, bus shelters, design guidelines orientation maps and signage – so this consistency of for sustainable information gives visitors a ‘sense of place’ and a confidence transport that they can expect a certain standard of information. infrastructure and facilities within the corridor H4 Develop regional To attract international visitors develop relationships and marketing marketing strategies for connecting gateways such as campaigns Manchester Airport, Preston, Lancaster and Glasgow railway stations.

Appendices

Appendix A – Existing Infrastructure

This section contains photographic records of current infrastructure in the Oxenholme to Grasmere corridor. It starts at the Oxenholme Gateway and continues through to Grasmere. It also includes infrastructure on the secondary corridors of Ambleside to Hawkshead and Coniston, and Ambleside to Langdale.

Oxenholme Station Station re-branding and signage. Previously the Station was known as Oxenholme – Lake District.

Signage colours of charcoal grey and red are Virgin Trains colours.

Platform direction signs. All signage (timetable boards, toilet, café and car park etc.) now has the same design and colour scheme.

Covered bike racks, platform 1

Waiting room, platform 1

Pay as You Drive vehicle, east car park Oxenholme

Platform 2 café, Oxenholme

Onward travel and car park information, Oxenholme subway

Oxenholme drop off point and taxi rank

Bus stop and timetable, Oxenholme west

Kendal Bus Station General view of Kendal bus station

Information board and promotion of joint bus and boat tickets, Kendal bus station. Similar boards are at Windermere, Bowness, Ambleside and other settlements in the corridor.

Orientation map and leaflet dispenser, Kendal bus station

Kendal Railway Station Orientation map of Kendal and local information. There are a number of similar designed information monoliths located around Kendal town centre.

Promotional banner on the Kendal platform. A larger version of this is also at Oxenholme, Windermere and Staveley Stations.

Onward travel information, Kendal rail station

Windermere Windermere rail station ticket office and waiting area

Country Lanes Cycle Hire business, located at Windermere train station.

Electronic information board, Windermere railway station. Similar boards are also located at Staveley and Burneside stations.

Cycle racks Windermere rail station.

Windermere rail station shelter and electronic help point.

Directional signage from Windermere rail station to Windermere information centre.

Co Wheels Pay as You Drive car club information board and car parking space, Windermere rail station.

Bus stops at Windermere station.

Windermere tourist information centre and Mountain Goat offices.

Leaflet displays, Booths supermarket

Cycle racks and attractive public realm, Windermere centre

Pay and display meter, information board and cycle racks at Broad Street car park, Windermere.

Pay and display board detail, Broad Street car park.

Windermere town centre bus shelter

Information board close to bus shelter

Bus stop, Windermere centre

Bowness on Windermere Bowness wayfinder monolith, funded through Go Lakes Travel. Similar monoliths are located at Waterhead and Grasmere.

Leaflet displays, Bowness Bay information centre.

Wall mounted cycle racks, Bowness Bay information centre.

Windermere car ferry, leaving Ferry Nab.

Windermere Lake Cruises ticket office, Bowness.

Windermere Lake Cruises signs, Bowness.

National Park Authority information board at The Glebe.

Brockhole Brockhole Jetty.

Brockhole Jetty waiting area and ticket office.

Brockhole promotional poster, main car park.

Bike, canoe and paddle board hire information at Brockhole.

Cycle directional signage, Brockhole

Cycle racks, Brockhole main car park

Go Lakes Travel produced information poster for Windermere, southbound bus stop and shelter outside Brockhole.

Ambleside and Waterhead Ambleside Tourist Information Centre.

Ambleside bus station and coach parking area.

Electric vehicle charge point, Salutation Hotel, Ambleside.

Stagecoach information board, Waterhead with additional Park and Explore joint car park and bus ticket promotion. This gives some visitors the impression that it costs £18 to park.

Cycle racks outside tourist information centre, Ambleside.

Windermere Lake Cruises information, Waterhead.

Windermere Lake Cruises jetty and ticket office, Waterhead.

Southbound bus station and shelter, Waterhead.

LDNPA Parking information sign, Waterhead car park.

Waterhead toilets and bus information poster

Grasmere Grasmere Village Society funded bus stop, Dove Cottage.

Stock Lane car and coach park, Grasmere.

Allan Bank entrance sign, National Trust.

Grasmere Village Centre bus stop and shelter.

Information and orientation map, Broadgate bus shelter.

Cycle racks, College Street, Grasmere.

Go Lakes Travel produced information sign, Broadgate, Grasmere.

Hawkshead and Hill Top Hawkshead village centre bus stop and shelter.

Cross Lakes Experience bus stop, Hawkshead.

Cycle racks, main car park Hawshead. They are not obvious from other parts of the car park and are well hidden by trees.

Hawkshead square car park.

Hill Top car park, Near Sawrey.

Hill Top welcome information, Near Sawrey.

Coniston Coniston Boating Centre ticket office and bike hire.

Coniston Boating Centre Park with Ease machines.

Coniston Boating Centre public toilets.

Coniston Launch information and jetty.

Coniston Village Centre car park, bike racks and public bike pump.

Coniston Village Centre car park information board.

Steam Yacht Gondola information and jetty, Waterhead.

Windermere West Shore National Trust information board, Ferry House.

Claife Station entrance. This site has recently been renovated by the National Trust and includes a café and improved paths to the viewing station.

New footpath signage, Ash Landing near Claife Station, including destinations and distances.

Appendix B – Stakeholder Consultation Form

See More Cumbria and the Lake District Stakeholder Engagement

Please complete each section below. For further information, please see the See More summary sheet and corridor plans attached to the introductory email.

Name: Position: Business / Organisation: Address:

Email address: Contact telephone number:

Corridor (Please place an X in the appropriate corridor): Carlisle to Hadrian’s Wall Penrith to Ullswater Keswick to Borrowdale Oxenholme to Grasmere All (if applicable)

Barriers / Issues preventing sustainable travel in the corridor (expand box as necessary):

Ideas / suggestions for sustainable transport improvement measures (expand box as necessary):

Any ideas put forward could be discussed further at the Traveledge event on the 11th March, where we will be kick-starting the ‘See More Cumbria and the Lake District’ programme.

Can you offer any assistance in progressing measures? For example your time or financial assistance? Please provide details:

Corridor Travel Planning Group As part of the See More corridor travel planning process, we will be engaging with stakeholders as we progress improvement measures through 2015/16. We are looking for stakeholders in each corridor to be part of a Corridor Travel Plan group. For now we are looking for expressions of interest.

Would you be interested in being part of a Travel Plan group? (Place an X in the appropriate corridor):

Yes Maybe No

Any other comments

Thank you for taking the time to complete the form.

Please email completed forms to: [email protected] no later than Friday 27th February. or post to:

Paul Marriott Project Manager, Highways and Transport Cumbria County Council Parkhouse Building Kingmoor Business Park Carlisle CA6 4SJ

For more information regarding the Traveledge event at the North Lakes Hotel in Penrith on the 11th March, please contact Tracey Chaplin at Cumbria Tourism via [email protected] or Tel: 01539 825047.

Appendix C – Visitor Services Expression of Interest Form

‘See More Cumbria and the Lake District’ transfer services - Expression of interest Operator name Contact name E-mail Phone number 1. What would the See More funding go towards? (please x relevant box, you can x more than one) ☐ Start up costs for a new service ☐ Extension or enhancement to existing service ☐ Tour ☐ Marketing sustainable transport services ☐ Other

2. Which of the See More corridors would it serve? (please x relevant box) ☐ Carlisle to Hadrian’s Wall ☐ Penrith to Ullswater valley ☐ Keswick to Borrowdale ☐ Oxenholme/Windermere to Ambleside and Grasmere and to Coniston

3. What do you propose? If a service is proposed please include details of route, frequency, vehicle specification and season. (Up to 200 words, additional information such as timetables can be added as a separate attachment)

4. Please provide any evidence you have of demand, this can be based on past experience. (Up to 100 words, additional evidence can be attached)

5. Please provide any evidence you have of stakeholder support for this scheme. (Up to 100 words, additional evidence can be attached)

6. Costs Contribution from £ Note: These are estimates only, not legally binding. See More Other contributions £ Total cost of scheme £ 7. Would your business be able to add any in-kind help such as marketing services to this scheme?

8. How would this complement or integrate with existing services?

9. How does the scheme meet See More objectives?

10. Legacy in 2015/16, how will the service continue once the 2015 funding is no longer available?

Please expand boxes as required. Guidance notes below.

Guidance notes

a) See More funding is for one year only, and can commence 1st April 2015 b) Schemes should have legacy beyond 31st March 2016 when the funding ceases c) See More funding is revenue only so can fund services but not capital items/building/infrastructure d) New services should complement not compete with other services

Please complete form(s) and return to Emma Moody via [email protected] by 5pm on 16th January 2015. You may submit more than one scheme, please fill in a form for each scheme.

We will be evaluating the potential schemes based on the following criteria:

 How it meets See More Objectives (including innovation)  Potential Legacy  Cost/Value for money  Deliverability  Evidence of Stakeholder support

These will then be considered by the See More Programme Board and we aim to let you know the outcome by 22nd January 2015.

Following this we will work to procure the services according to our statutory procurement rules. Where a service is an enhancement to an existing commercial route, deminimus arrangements may apply, otherwise the services may be subject to competitive tender.

Confidentiality All information received will remain confidential and we will not share with anyone outside the project team at Cumbria County Council and Lake District National Park Authority, and the GoLakes Travel Programme Board until 22/01/14.

Appendix D - Corridor Travel Planning Group

Terms of Reference

Membership

Terms of Reference

The See More Cumbria and the Lake District Programme ‘See More Cumbria and the Lake District’ is a programme of work which will maximise the economic benefit of travel in the county by focussing on the quality of visitor travel to Cumbria’s international destinations, particularly the Lake District. Although the focus is on visitor travel, this will also provide benefits to residents and businesses in rural areas.

Composition of the Corridor Travel Plan Group The Corridor Travel Plan Group (CTPG) in each of the 4 See More corridors will consist of representatives from the following:  Cumbria County Council – including the Corridor Travel Planning Project Lead  Lake District National Park Authority  Cumbria Tourism  District and Parish Councils  Local businesses  Landowners  Transport operators  Other key stakeholders, including Tourism and Business Associations Aims of the Corridor Travel Plan Group To support the See More programme’s objectives, which are to:  Transform the quality of transfer and travel from gateways into Cumbria, in particular the Lake District, and on to the prime visitor destinations;  Change the image of sustainable travel, making a further shift to low carbon travel becoming a default choice; and  Optimise the economic benefits from people’s travel choices; in focusing on international visitor demands as the main generator of economic benefit, it will produce viable transport services for domestic visitors and residents. Purpose of the Corridor Travel Plan Group  To provide an opportunity for local stakeholders to feed in to the development of the Corridor Travel Plans.  To help identify the current issues and barriers to sustainable travel in the corridor.  To enable local stakeholders to assist in identifying potential sustainable transport improvement measures.  To work together to develop and deliver transport projects which encourage visitors to use sustainable transport when travelling to and around Cumbria and the Lake District.  To support and market measures implemented through the See More programme.  To provide an opportunity for local businesses to bid for small grants from the See More programme.  To provide a legacy for the future by continuing to meet and develop improvement measures beyond the one year See More funding period.  To develop and help implement a future vision for the corridor. In 10 years’ time the aspiration is for high quality sustainable transport infrastructure and information to be in place in key locations.

 To circulate information to other stakeholders where necessary and appropriate.

Please note: The See More programme team and programme board will have ultimate control over how the See More funding will be used.

Frequency of meetings The Group will meet as required, provisionally every 2 months as the Travel Plans progress, unless there is a requirement to meet more or less often. Meetings will be held in suitable locations, where possible within the transport corridor itself.

Minutes The minutes of the CTPG meetings will be distributed by Cumbria County Council, to the meeting attendees as well as other interested parties.

Membership

Oxenholme to Grasmere - Corridor Travel Plan Group

Name Business/organisation Dave Robinson Lake District National Park Emma Moody Lake District National Park Mark Hodgkiss Cumbria County Council Gemma Procter/Tracey Chaplin Cumbria Tourism Paul Marriott Cumbria County Council Graham Standring Lake District National Park Ranger Jen Cormack Windermere Lake Cruises Suzi Bunting/John Moffat/Dave National Trust Almond Jim Trotman Lakes Line Community Rail Partnership Charlotte Webb Wilf’s Café Matt Cranwell/Richard Martin Stagecoach Rory Black Designworks John Farmer LDNPA member Peter Frost-Pennington Muncaster Castle / Cumbria’s Living Heritage Dan Richards Lake District Cycling Anne Brodie Claife Parish Council Sandra Lilley Windermere Town Council Harry Kilgour Bluebird Tours of Coniston David Lowe / Katherine Patterson Forestry Commission Steven Broughton / Peter Brendling Mountain Goat David Sykes South Lakeland District Council Douglas & Gillian Hodgson Coniston Launch Ian Jack / Andrew Fox Lowther Estates Brian & Pennie Ridyard Burneside Vision Mike Maher Lakeside and Haverthwaite Railway Arty Cropper Burneside Vision