Hornsea Area Renaissance Partnership

HORNSEA MASTERPLAN STAGE 2: KEY THEMES, STRATEGY AND ACTIONS

Hornsea: A Family Seaside Town

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Contents

SECTION 1: INTRODUCTION 1 SECTION 3: INTERVENTIONS & ACTIONS BY AREA & THEME 28 Purpose of this Report: 3 Area Interventions: Baseline Assessment: Area 1: Hornsea Mere 29-33 Analysis of Hornsea 2014 Key Findings 3 Area 2: Town Centre 34-37 Recommendations for development 4 Area 3: North Promenade 38-40 Area 4: Central Promenade 41-43 Developing a Vision: Area 5: South Promenade 44-47 Themes, Aim and Objectives 6 Area 6: Hornsea Freeport 48 Perceptions of Hornsea 7 Hornsea: still a ‘Lakeland by the Sea’? 8 Themed Actions: What Else Does Hornsea Offer? 9 Theme A: Transport and Access 49 Key Features in Hornsea 10 Theme B: Training and Skills 50 A Few of the Attractions around Hornsea 11 Theme C: Community Facilities & Services 51 What is Hornsea’s Future Role? 12 Theme D: Open Spaces 52-53 Theme E: Culture and Heritage 54 SECTION 2: STRATEGIC FRAMEWORK – Theme F: Tourism, Events and Marketing 55 FOUNDATIONS FOR ACTION 13

Creating a Strategic Framework and Masterplan: Analysis of the Urban Form 14 Design Principles 15-19

Setting the Masterplan Strategy: Brief historical background 20

Strategic Goals: AMoreSustainable Future 21 Better linking the Core Areas 22 Improving Traffic Management 23 Improving Walking, Cycling & Horse Riding Networks 24 Enhancing the Role of Open Spaces 25 Promoting the Built & Natural Environment 26 Adding to a Sense of Place 27

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership

Section 1: Introduction

Contents:

Purpose of this Report: 2 Baseline Assessment: • Key Findings 3 • Recommendations 4 Developing a Vision: • Themes, Aim and Objectives 6 • The Current Perception of Hornsea 7 • Hornsea: still a ‘Lakeland by the Sea’? 8 • What Else Does Hornsea Offer? 9 • Key Features in Hornsea 10 • Key Features around Hornsea 11 • What is Hornsea’s Future Role? 12

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Purpose of this Report Hornsea Area Renaissance Partnership Background The Brief required the following ….. This document was commissioned by the Hornsea Area • An holistic long-term strategy and framework for the continued Renaissance Partnership in 2007. Six years into the programme renaissance of Hornsea. and delivering in a now challenging economic climate, a mid-term • Establish Hornsea's future role. review of the masterplan was agreed, the goal being to ensure the • Establish how the economy currently works and develop vision and approach are still relevant and achievable for Hornsea proposals to strengthen it. and to focus & reprioritise future activities and mechanisms for • Address the disjointedness of the town. delivery. • Develop proposals for the seafront as a whole. • Prepare design guidelines for future developments. As its starting point, it used evidence gathered and assessed in the 2006 Hornsea Baseline Assessment (Stage 1). This looked at: current national, regional and local policy; the built and natural environment; the state of the property market; socio-economic conditions; the town’s economy and functions; transport; and a range of interventions identified at a stakeholder workshop. The Status of this Plan and its Strategic Fit statistical evidence in the Baseline Assessment has been updated, This document influences and supports the following strategies: where possible to inform this review. The Local Plan In developing the overall vision, we first considered the historical The East Riding Local Plan is a suite of planning documents currently bein and current perceptions of Hornsea, before exploring how the drafted that together will provide the long term plan for development in th town’s present role could evolve to support Hornsea in the future. East Riding. The aim is for the Local Plan to be adopted as Council policy b the end of 2014. Once individual documents are adopted they will be used t Thiswasthenpresentedasaframeworkforactionintheformof guide investment decisions and determine planning applications. specific area interventions and themed actions. This was then further developed into an action plan against realistic timescales. Our East Riding: The East Riding Community Plan 2006-2016 As part of the review the Partnership completed a detailed The Community Plan is a strategic plan involving organisations workin appraisal of the action plan. We identified firstly what had been across the East Riding on service delivery and capital development. Th Hornsea Masterplan links to the ‘Sustainable Communities and Transpo delivered so far to understand what had been achieved against the priority for a stronger local economy and improved transport accessibility. plan. Secondly we appraised the area interventions and themed actions to ascertain if they were still relevant and delivered to the East Riding Economic Development Strategy 2012 – 2016 vision agreed. Finally the Partnership assessed the plan to The economic development strategy is a document that identifies the ma ascertain what could be realistically delivered by the Partnership; areas and priorities for economic development within the East Riding. agreeing actions to continue to deliver/support/influence but also The 2012-16 economic development strategy aims to promote econom growth and develop economic resilience through the promotion of three ke taking the opportunity to identify any new actions. This document themes: specialised economy, quality locations and connected hinterland. Th now reflects the outcome of the 2013 review. Masterplan links to the theme of quality locations.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Baseline Assessment Analysis of Hornsea 2014 Key Findings:

The statistical analysis used in the Baseline Assessment (which • There is an increased proportion of those residents not informed the Masterplan) has been updated to reflect the most working giving the reason being ‘retired’ rather than recent available data. The following points summarise the revised ‘fulfilling a role of carer’ (family, sick, home). key findings: • Levels of qualification and educational attainment no longer • Hornsea is targeted for limited growth and will remain a small exceed the regional or national average and are market town with the role of being a service centre slightly below it. The standard of secondary level education is providing for the needs of the town and hinterland. There are however improving with 15% more attaining 5 GCSEs A* - C. larger principal towns of Bridlington and Beverley and the city of The pipeline of primary and secondary school pupil numbers in Hull. Hornsea has fallen which is the opposite for East Riding as a whole. • There is a good quality of natural and built environment, which is generally under-utilised, however the Renaissance • The vast majority of employers have a workforce of less than 10 programme has been working towards addressing the balance people.

• A population that is skewed towards an older age • A pattern of out-commuting is demonstrated where people profile – in common with many seaside towns; a trend commute longer distances for more highly paid jobs, whilst which is continuing with an increasing proportion of the enjoying the benefits of living in a pleasant coastal environment. population now 57% categorised 45+ years. Overall However the lack of opportunity for young people will not help to population growth has increased by 4% since 2001. retain or attract them back to Hornsea.

• Unemployment levels in Hornsea have remained the • Tourism accounts for around 17% of all jobs within the town same, currently at 2.7% (May 2013), which is slightly lower than (approx 400 jobs in tourism), a slight increase on previous years, the regional and national average. and contributes around £8 million to the economy.

• The profile of employment in Hornsea is concentrated in the • Nearly 64% (YTB survey 2008) of visitors to Hornsea are day public sector, distribution, accommodation and restaurants and visitors from Yorkshire and the Humber. The results of the survey more recently banking, finance and insurance. Job centre showed a lack of serviced and self catering accommodation - vacancies suggest that employment opportunities have shifted 5% of total accommodation stock in Hornsea compared with from manufacturing to sectors in ‘construction’ and ‘distribution, 28% within East Riding. accommodation and restaurants’.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Baseline Assessment Analysis of Hornsea 2014 Key Findings continued:

• Hornsea is peripheral and is physically remote from • There is a lack of good data over the last 5 years major job markets, services, facilities and opportunities, about visitors to the town, as well as little knowledge although the remoteness adds to the ‘sense of place’. of visitor profiles and how this could be used for marketing and to develop new opportunities. However • Public transport and linkage within the town are a recent Welcome To Yorkshire survey was acceptable and though there are poor quality roads to commissioned and Foreshores annual survey data will Hornsea some improvements have been made with be made available shortly, therefore our the upgrade of the B1244 to A1035 road status. understanding of visitors may improve. • The town’s economic base is narrowing. If this is left • Hornsea Freeport is the most popular attraction for unchecked, it could create problems in the future as visitors attracting up to 1.0 million people per year. lack of opportunity will not help retain young people. Other popular attractions include the seafront with its ‘Seaside Award 2013’ beach and Hornsea Mere, the • Hornsea, like other town centres, has felt the impact largest natural lake in Yorkshire. of the economic recession, but remains viable, with a new retail development completed. An edge of town • Deprivation levels are not acute, although there are supermarket and petrol filling station has been built in small areas of disadvantage which have worsened the last two years, during which HARP worked closely since the initial report. Hornsea fell further in the with the developers. A survey of residents by England rankings than any of the other towns in the East & Lyle highlighted a significant drop in both main and Riding and yet remained the second least deprived top up shops for food on the high street. town. Seasonal and low paid employment tied to tourism constrains employment opportunities.

• Hornsea’s residential property market has suffered following national trend, with a 38% drop in sales, but with a marginal increase in house prices rising by 2%, since 2005. There is a high proportion of large detached housing. Industrial and commercial property markets are small.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Baseline Assessment Recommendations for development: Occupations, Skills and Education • Utilise an Enterprising Young People Strategy approach To address the findings of the Baseline Assessment, a number of • Lifelong learning specific interventions were identified for consideration and inclusion in any future strategy for the town. In summary these are: • Training and advice to maximise opportunity

Population and Households Property Overview • Assisted-living type housing schemes • Leisure buildings: Leisure Centre and Floral Hall • Healthcare and mobility support services • Promenade facilities: children’s play area and café • Smaller dwellings and flats, including affordable housing • Clear information points for visitors and well-marked pedestrian • An all-year-round leisure offer routes • Promote the retail offer of the town centre and Freeport Economy and Employment • Support economic diversification and tourism-related Transport and Access businesses • Improve signage (for drivers, walkers and cyclists) • Investigate and support arts and crafts sector potential • Improved E-W and N-S links for visitors • New business space • Continue to raise the profile of cycling trails and facilities • Continue to encourage walking, cycling and horse riding Visitor Economy • Public transport improvements • Tourism/Visitor research study • Marked trails/walks with accompanying leaflets • Improved public spaces Community Facilities • Further develop the promenade to the north and south • Provide for important and essential services when identifying future development options • Revisit Hornsea Country Park proposals • Capitalise on the town’s history and heritage • History walk around sites of interest • Information signs/plaques at archaeological features

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Developing a Vision for the Future Objectives Themes • To add vitality and viability to the retail offer by making the town Emerging from these baseline findings, are a series of objectives centre more attractive, encouraging diversification and and a physical masterplan underpinning the development of a supporting complementary proposals at the Freeport. vision for Hornsea. • To improve the cultural offer for everyone and encourage The Baseline Assessment identified 7 key themes: increased participation in activities, festivals and events. ƒ Population and Households ƒ Economy and Employment • To enhance the distinctiveness of different areas of the town and at the same time improve linkage between them. ƒ Visitor Economy ƒ Occupations, Skills and Education • To improve the quality and provision of community facilities and ƒ Property Overview services and people’s access to them. ƒ Transport and Access • To better understand the visitor economy and take advantage of ƒ Community Facilities new opportunities.

From these findings, aims and objectives for the town have been • To develop a marketing and information package that promotes identified to enhance Hornsea’s sustainability and underpin future the Hornsea Area as a place people want to visit again and development. again.

• To improve on transport and access issues.

Aim • To achieve high quality design and the appropriate use of To make Hornsea an even more appealing place to live, materials in any improvement scheme or building works work, visit and invest in. • To be aware of climate change, sea defence and coastal erosion issues in decision-making, where appropriate.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Developing a Vision for the Future

Perceptions of Hornsea Early Railway Advertising for Hornsea… In order to develop a Vision, we must first understand the historic role of the town and what is it now. Early brochures from railway companies promote the town as a tourism destination using the strap line:

‘HORNSEA Lakeland by the Sea’

thus emphasising two of the town’s natural attributes.

The arrival of the railway in 1864 increased Hornsea’s popularity for daytrippers as a seaside destination and this brought with it much of the modern growth of the town. However, after the closure of the branch line in 1964, Hornsea’s role as a seaside town declined. Whilst reliance on the car has increased, roads to Hornsea were not upgraded to compensate and this has added to its peripherality.

Today, a visit to Hornsea demonstrates the readily apparent split between the residential and tourism functions. The residential population is defined by the stable housing areas and the supporting town centre functions. The tourism functions include outlying caravan parks and the seaside offer along the seafront and Sands Lane.

Completion of the award winning Central Promenade scheme in 2003 has helped increase daytripper numbers, although the effect upon the local economy is uncertain. In developing a Vision, consideration must be given as to whether the strapline “Lakeland by the Sea” is still appropriate and valid.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Developing a Vision for the Future

Hornsea: still a ‘Lakeland by the Sea’ ? Lakeland….

This impression of Hornsea is still relevant and unique. It helps differentiate Hornsea from other Yorkshire coastal towns, including Withernsea, Bridlington and Scarborough.

Hornsea has a high quality natural environment that is much loved and appreciated by residents and visitors; this is reflected in comments during early dialogue and consultation exercises undertaken for this report. View across the Mere Caf This imagery is therefore still important to the perception of the town, as illustrated in the panel opposite. Sea….

Hornsea Mere is Yorkshire’s largest natural lake and is a Central Promenade major resource for both nature conservation and leisure. Currently the Mere is used for a range of low-key and informal activities including sailing, education, bird watching and walking.

Improvements to the seafront include the award-winning Central Promenade scheme. This has put Hornsea “on the map” and it is an exemplar for all new development and public Boardwalk to view point realm improvements in the town. This scheme could be extended to the north and south to create a continuous traffic- View across North Cliff Beach free promenade for residents and visitors.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnersh What else does Hornsea offer ? Hornsea Town Centre Town centre…... There is an increasing geographic spread of retail premises, located around Newbegin, Market Place, Southgate and Cliff Road. The town centre itself provides a range of local shops, services and community facilities with some associated free parking. The retail offer is predominantly local independent retailers, including a fishmonger, butcher and greengrocer. Recent additions to the retail offer include a chocolatier restaurant, an art gallery with pottery, a developing café culture and more quality independent retailers since this initial report. Historic Newbegin Few national retailers (multiples) are represented. Those present include the lower end food retailer Heron, Fultons Foods, The Original Factory Outlet Shop and the Co-op, all of which occupy purpose-built retail units with adjacent car parking. There is also the supermarket chain Tesco, situated outside of the town centre which includes a petrol filling station.

At the western end of Newbegin, the architectural quality is good and includes a number of listed and historic buildings. This end of Newbegin New Ispace and adjacent streets form the centre of the town’s Conservation Area have Hornsea Museum development benefited since this report from the Conservation Area Partnerships improvement scheme. There has been development of some of the Freeport…. Newbegin post-war retail infill into retail units, but there is a remainder still Entrance Outlet shops offering opportunities for improvement.

Hornsea Freeport This is a major visitor attraction that draws up to 1 million visitors per year, many of whom might not otherwise travel to the town. The Freeport is a factory outlet centre that diversifies the town’s offer, although it is separate, it is within easy reach of the historic town centre.

The complex is currently suffering like the high street and has a number of Bus service to Freepor empty units. The owners are currently looking at plans to form a long term strategy to secure the centre’s long term future. There are also proposals to improve links with the town centre through joint marketing initiatives.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Key Features in Hornsea

Hall Garth Park Memorial Gardens Floral Hall Town Hall

Hornsea Museum

Elim Gardens

St Nicholas’ Church Central Promenade

Fair Place Leisure Centre

Hornsea Mere New Boat Yard

Bettison’s Folly Caravan Parks

Trans Pennine Trail Hornsea Freeport

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership A Few of the Attractions around Hornsea

Burton Agnes Hall Bempton Cliffs RSPB Reserve

Honeysuckle Farm Flamborough Head Heritage Coast

Fishing near Sewerby Hall Brandesburton & Gardens

Birdwatching at Bridlington – Spa Tophill Low Reserve & other attractions

Beverley Minster Skipsea Castle

Hull – the Deep and other attractions Wassand Estate

Burton Constable

Fort Paull Spurn Point Patrington Church Heritage Coast

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership What is Hornsea’s future role?

The role of a masterplan for Hornsea is to seek investment for a Hornsea: Resident or Visitor focus? much-loved town that improves its economic vitality and raises the quality of life for residents. It is not to instigate a big step change involving major redevelopment. This is supported by Within this document, the term ‘community’ includes four findings within the Baseline Assessment and public consultation elements: exercises. ƒ Residents of the town and hinterland This masterplan seeks to enhance and consolidate Hornsea’s strengths. In developing this plan, it is important to identify ƒ Businesses and investors in the local economy where the focus for activity has arisen from within the community. ƒ Short stay Visitors Recent national debate on regeneration, in particular on the revitalisation of coastal towns, is about prioritising projects that ƒ Longer term caravan park residents have a focus on local residents and businesses. Such principles are based on the premise that places that are pleasant to live Hornsea’s aim is to provide a vibrant environment for residents and work can also attract visitors and investors. and visitors alike.

Current planning policy determines the role of Hornsea as ‘Hornsea: A Family Seaside Town’ being:

‘to support the principal centres of Bridlington and Beverley, whilst continuing to serve the majority of the needs of its community – in terms of housing, jobs, services and facilities.’

In conclusion, Hornsea should be for residents first, although Hornsea can achieve much from tourism. Therefore, whilst the strapline ‘Hornsea - Lakeland by the Sea’ is still apt, it can also be described as ‘Hornsea: A Family Seaside Town’.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership

Section 2: Strategic Framework - Foundations for Action

Contents:

Creating a Strategic Framework and Masterplan: • Analysis of the Urban Form 14 • Design Principles 15-19 Setting the Masterplan Strategy: • Brief historical background 20 Strategic Goals: • A More Sustainable Future 21 • Better linking the Core Areas 22 • Improving Traffic Management 23 • Improving Walking, Cycling & Horse Riding networks 24 • Enhancing the Role of Open Spaces 25 • Promoting the Built and Natural Environment 26 • Adding to a Sense of Place 27

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

Analysis of the Urban Form The seven principles are ….. Analysis of Hornsea’s townscape emphasises the high quality of its natural and built environment. Having said that there is a • Character degree of separation between the various features, in particular, the seafront, the town centre, the Mere and the Freeport. This is • Continuity and Enclosure part of Hornsea’s unique character. • Quality of the Public Realm

The government’s former advisor for architecture, urban design • Ease of Movement and public space was the Commission for Architecture and the Built Environment (CABE), which was merged with the Design • Legibility Council in 2011. • Adaptability

Commission for Architecture and the Built Environment’s • Diversity environmental assessment guidance uses seven interrelated principles (outlined in the panel opposite) which together have an underpinning approach of

“keeping the best and improving the rest.” Central Promenade

An assessment of Hornsea against these seven principles follows. These are then presented in a strategic framework with a number of area interventions and themed actions.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

Design Principles: In a Nutshell

Against these 7 guiding principles, the issues for Hornsea are: Existing Development Proposals …..

Character – making better sense of the different character areas of the town and emphasising their style.

Continuity and Enclosure – improving the relationship between open spaces and their adjoining areas. Reducing conflict between vehicles and pedestrians.

Quality of the Public Realm – agreeing a high quality style for Potential site of new Plans by local Proposed Leisure the different character areas. Improving the public realm by Country Park and mixed community to refurbish Centre improvements using the two award-winning schemes as exemplars of what use development the Floral Hall can be done.

Ease of Movement – improving and better managing pedestrian and vehicular movements.

Legibility - continuing to monitor and improve navigation around and between different areas of the town.

Adaptability –dealingwithchangeinanappropriateand sensitive manner.

Diversity – nurturing local distinctiveness by emphasising individual characteristics and translating them into future opportunities. For example, influencing the design and function Freeport has plans to New supermarket and Plans to expand South of development proposals. improve site petrol filling station Promenade Boat Compound

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan Design Principles: Character Types of Character …..

The Mere is an important refuge and feeding area for wintering birds. It has a low-key informal atmosphere. Any development should be sensitively designed to enhance the environmental assets of the site.

The Conservation Area covers much of the historic core of the town centre. It contains a number of historic and Listed buildings and good examples of vernacular architecture. The Victorian The seafront and promenade terraces and villas reflect the boom period after the arrival of the railway and how the town developed as a seaside resort.

There has been development of some of the Newbegin post-war retail infill into retail units, however there is a remainder still offering opportunities for improvement.

Well-designed schemes would enhance the character of the town centre. Historic buildings in the town centre

On the seafront, the tourism offer is typical of a small family- orientated resort focused on the short stay visitors market and the longer term caravan park residents. The beach has been granted “Seaside Award 2013” status. Leisure facilities on the promenade include amusements and food outlets. Caravan parks on the cliff tops add to this image.

Out and About

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) 1 Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

Design Principles: Continuity and Enclosure Continuity and Enclosure

The town centre has a variety of retail frontages along Newbegin, Cliff Road, Market Place and Southgate. It also has a mix of Victorian and modern housing estates.

Seafront, parks and open spaces provide areas that reflect the natural environment and offer valuable recreational space. Other areas offer opportunities for sensitive development and linking continuity of design. Hall Garth Park New development Grainger’s Field along on Newbegin the southern end of the seafront Quality of the Public Realm Quality of the Public Realm Public realm is defined as public spaces together with their surfacing, seating, lighting, bollards and other street furniture.

Hornsea generally has a good quality environment. Recent award winning schemes (the Central Promenade scheme and the Trans Pennine Trail Hornsea Gateway project) need to act as high quality exemplars for the town and influence the future public realm schemes, such as the north and south promenades which could benefit from sensitive enhancement.

Part of the Central North Promenade The 2007 Trans Promenade where the public realm Pennine Trail improvements needs improving Hornsea Gateway improvements

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) 1 Creating a Strategic Framework & Masterplan Hornsea Area Renaissance Partnership Design Principles: Ease of Movement Ease of Movement

Hornsea is a relatively small town with a number of open and green spaces. It has established links between different areas and features within it. However, there is scope to improve and better manage how people and vehicles move around the town.

During peak holiday periods, the roads can become congested and this constrains the movements of local residents. This may limit their access to activities and Consider layout of Make seafront roads Market place is a facilities. existing car parks more pedestrian friendly bottleneck at peak times Legibility

There is a degree of separation between the various features Legibility of the town, in particular, the seafront, the town centre, the Mere and the Freeport.

Since this report signage around the town has been greatly improved and is under constant review to ensure easy navigation around all areas of the town.

Newbegin is cluttered Old information Mere entrance signage boards need replacing improved

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

Design Principles: Adaptability Adaptability

Given the quality of the built and natural environment in Hornsea, change needs to be dealt with carefully and sensitively. For example, the Mere (a nationally important nature site suited to low-key leisure) and the Conservation Area (better commercial use could be made of the upper floors in commercial buildings).

There are also areas that are not so sensitive, but where Mere Café Sailing club at the Mere Old Boatyard site recently potential change needs to be appropriately developed. This opportunities requires upgrading cleared and landscaped includes any potential schemes for the area surrounding the could be developed Leisure Centre and the North and South Promenade.

Diversity Diversity

For a town of its size, Hornsea demonstrates an appropriate degree of diversity with its housing, retail, leisure and employment offer.

There are several potential development opportunities around the town that could further enhance diversity.

Almshouses in the New retail has New ISpace Conservation Area added to the town development centre

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Setting the Masterplan Strategy Brief Historical Background Reuniting the core areas ….. Water has always been a key defining element for Hornsea’s growth. In 1854, Hornsea’s urban fabric and spatial pattern was The design philosophy proposed is to reunite the core areas concentrated around the north-east corner of the Mere, along (Mere, town centre, Freeport and seafront) of Hornsea. what is now Seaton Road and Southgate, as well as part way along Newbegin. By 1909, there had been a pull towards the This can be done by consolidating activities and the physical sea along Eastgate and Cliff Road. Today, Hornsea has form of these four areas, taking into account issues such as established itself between the two, with the Mere forming its conservation and preservation. This means reinforcing and western boundary and the North Sea its eastern boundary. strengthening the historic street pattern and the general urban streetscape.

This consolidation of activities and physical form will be used 1854 1909 2013 to reinforce and redefine the core central areas into:

• Old Town – core historic offer

• The Mere – rural recreational offer

• Town Centre – core retail offer and community services

• Hornsea Freeport – alternative shopping offer These diagrams illustrate the growth & spread of Hornsea from 1854 to the present day • Seafront and Promenade – core recreational offer:

¾ North Promenade – cultural/informal recreation Hornsea’s growth is constrained by its coastal setting between the sea and the Mere. This has resulted in three core areas: the ¾ Central Promenade – leisure/recreation historic town close to the Mere; the seafront leisure area; and the town centre providing a mix of retail and community services. ¾ South Promenade – commercial/informal recreation Post-1900 growth in residential and employment land has only been possible to the north and south.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Strategic Goals

A More Sustainable Future Sustainable Urban Development principles: Sustainable communities are places where people want to live and work, now and in the future. The term ‘sustainable’ is difficult to A key aim is delivering high quality designs/buildings that: define, but it does include meeting the basic needs of residents • Respect local identity and engender a sense of place. and actively engaging with them, whilst being environmentally sensitive and managing growth for future generations. Decision- • Mix together natural spaces and built urban areas, making should therefore take the following into account: including the protection of natural systems.

• Embrace sustainable design principles that exceed Sustainable Community principles: user needs/requirements and that contribute to becoming Fairness is a central ethos that promotes: carbon neutral. • Equitable access to social, economic, educational and • Embrace sustainable construction techniques, recreational activities. including the use of micro-renewables and energy • Involving the community in decision-making. efficiency measures. • Participation in physical activities (such as sport, walking and Climate Change & Coastal Erosion issues: cycling) to improve the health of the community. Given that the East Riding has one of the fastest eroding coastlines in North West Europe, this means that coastal Sustainable Prosperity principles: protection issues are extremely important for Hornsea and its A key aim is to achieve a viable and thriving local economy that: hinterland. • Efficiently uses resources. East Riding of Yorkshire Council planning currently permits a • Shares the positive benefits of decisions made and activities ‘roll-back’ policy where, if feasible, businesses and dwellings undertaken. are physically moved further inland – this is particularly • Takes advantage of new opportunities that benefit the relevant to caravan and holiday parks. However, Hornsea is area. within the defended area and follows a policy of ‘Hold the •Isflexible enough to cope with changes in the wider economy Line’. and how they impact on the local situation. Hornsea Area Renaissance Partnership actively participated in the reviews of the Shoreline Management Plan 2010 (coastal protection structures) and the Integrated Coastal Zone Management Plan 2002 (policy and joined-up approach to management).

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Strategic Goals Better linking the Core Areas Connecting and linking ….. The core areas form the central spine and the east-west anchors for the masterplan. Whilst individual proposals for each core area play an important role in Hornsea's renaissance, together the results will be much greater.

Given that the design philosophy is to reunite the core areas, it is therefore vital to provide clear links between them.

This could be achieved by:

• Having easily identifiable routes - improving ease of movement by using clear signage and well-designed public realm.

• Developing a network of primary and secondary routes for pedestrians, cyclists and traffic – identify existing and potential links within the town and with the surrounding countryside. Primary routes are those going east-west through the town centre (Newbegin and New Road) and north-south along the seafront (Promenade). Secondary routes are the connecting and circular links such as Southgate, Hall Garth Park, the Trans Pennine Trail and Stream Dyke floodplain.

• Encouraging people to use more than one area of the town – improving signage, creating safer routes and providing better information will encourage people to explore more of Hornsea.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Strategic Goals Improving Traffic Issues Improving key links ..… There are a number of issues that need to be addressed, particularly relating to congestion, car parking and signage.

This could be achieved by:

• Agreeing a Transport Strategy for Hornsea - addressing issues in an integrated and flexible way to resolve traffic problems and provide equitable access for people, goods and services. At the time of writing, this is currently being consulted upon.

• Encouraging people to use alternative modes of transport, walking, cycling and use of public transport – collectively this would help decrease traffic congestion, reduce air pollution, improve road safety and increase physical activity. Hornsea Area Renaissance Partnership to refer to the Community Transport Strategy.

• Consider developing a Park & Stride scheme or tourist orientated transport provision - targeted at reducing traffic congestion and improving the pedestrian experience, particularly in the town centre during peak periods.

• Encouraging the use of coach drop-off points/coach park - making sure the town is easy to use and access for drivers and passengers.

• Consider creating traffic-free areas along the promenade – having a continuous traffic-free promenade at the southern end was reviewed and deemed to not be a viable option, however consider in all future developments of the seafront any opportunities for a traffic-free area with improved pedestrian access and better traffic flow, such as a possible new link road at the north end of the South Promenade to create a traffic free area at the corner with Sands Lane.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Strategic Goals Hornsea Area Renaissance Partnership Improving Walking, Cycling & Horse Riding Improving urban walking and cycling routes … Networks

There is an opportunity to continue to develop a more user-friendly network of walking, cycling and horse riding routes based on different users’ needs, following the exemplar of the Trans Pennine Trail Hornsea Gateway and Distance Markers Trail projects.

This could be achieved by:

• Developing a network of formal and informal leisure routes – both in the town and into the surrounding countryside. Ideas such as colour-coded or themed routes could be explored.

• Improving and enhancing existing trails – this applies to local trails (town trail) and national trails (Trans Pennine Trail).

• Better linking routes into the regional network - especially along the coast to Bridlington and Spurn Point, as well as inland to the Wolds and across to Hull.

• Explore the feasibility of creating new trails in and around Hornsea - when possible, circular routes using the public rights of way network could be created.

March 2007 May 2007

The Award-winning Trans Pennine Trail Hornsea Gateway project

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) 2 Hornsea Area Renaissance Partnership Strategic Goals Enhancing the Role of Open Spaces Hornsea has a number of sizeable open and green spaces within its Linking Open Spaces ….. urban area. How these relate to each other and with the core areas of the town could be improved for residents and visitors.

Enhancements could be achieved by:

• Carrying out an audit of our Open Spaces - to determine how best to improve and promote awareness and enjoyment of them.

• Hall Garth Park – Improving its function as a town centre park and recreational area. This includes strengthening its links to the town centre.

• Memorial Gardens – Creating an exceptional urban park that sensitively reflects its role. This also contributes towards improving the link between the town centre and the seafront.

• Creating a new Country Park – the area around Stream )$,5 Dyke/Grainger’s Field could become an informal leisure space that 3/$&( retains the open feel of the seafront and makes the most of its environmental assets.

• Kirkholme Point – Supporting low-key proposals for improved (%25 facilities at the Mere could expand its educational role. $9(18(

• Raising the profile of the Trans Pennine Trail – Maintaining and developing the trail to encourage increased use.

• Elim Gardens – recently refurbished by Hornsea Town Council and with illumination provided by Hornsea Lions

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Strategic Goals Promoting the Built & Natural Environment Hornsea could better use its built and natural environment to Some Key Environmental Locations ….. promote itself as a desirable visitor destination. This could be achieved by:

• Identifying the environmental assets –Thefirststepisto carry out an audit of assets including important buildings, Museum archaeological features, wildlife areas, recreational landscapes (beaches, etc.) and associated visitor attractions. This could be achieved by separating out the specific areas and assigning St Nicholas’ them to the appropriate Hornsea Area Renaissance Partnership Church subgroups Beach

• Information Provision and Themed Activities –Thisis needed to encourage a better understanding and appreciation of the local built and natural environment. Groynes + coastal erosion • Niche Marketing – Joint initiatives could encourage more people to visit and enjoy the Yorkshire coast’s environment. For example, making the most of its water assets by Bettison’s encouraging sailing, boating and fishing, possibly linked to the Folly Hornsea Quays concept and promoting nature and the abundant birdlife. Hornsea Mere • Education – There is potential to encourage education providers and specialist interest groups to study coastal erosion, Site of Hornsea Pottery geology, fishing industry and related subjects.

Bettison’s Folly Evidence of longshore drift

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Strategic Goals Adding to a Sense of Place

A combination of local factors, such as character, diversity and Hornsea Masterplan…. function contribute to creating a unique sense of place. Hornsea has a number of distinctive areas which may require sensitive support.

ƒ Design Guide – Guidance for influencing future developments and shaping projects. This includes setting high quality standards for the design of public spaces and choice of street furniture.

ƒ The Mere – with the arrival of new proprietors, the Mere has become more of a destination. An important wildlife site with leisure pursuits and activities and possibilities for further enhancements.

ƒ Fair Place – Hornsea’s common land maintained by the Town Council with a children’s playground

ƒ Town Centre – A key aim is to maintain and strengthen the town centre as the main retail and ancillary offers for goods, services and facilities.

ƒ North and South Promenades – Any public realm improvements to continue similar design principles as the Central promenade scheme unless deemed inappropriate.

ƒ Central Promenade – The main focus for leisure and recreational facilities on the seafront, with the aim for any improvements of the leisure centre and environs to create a welcoming focal point and sense of arrival for residents and visitors alike. Key

ƒ South Promenade – Perceived potential for some appropriate development with a country park, commercial and leisure fishing compound.

ƒ Hornsea Freeport – The alternative retail offer within the town. This popular factory outlet aims to attract more visitors.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) . Hornsea Area Renaissance Partnership

Section 3: Interventions & Actions by Area & Theme

Contents:

Area Interventions: • Area 1 – Hornsea Mere 29-33 • Area 2 – Town Centre 34-37 • Area 3 – North Promenade 38-40 • Area 4 – Central Promenade 41-43 • Area 5 – South Promenade 44-47 • Area 6 – Hornsea Freeport 48 Themed Actions: • Theme A – Transport and Access 49 • Theme B – Training and Skills 50 • Theme C – Community Facilities & Services 51 • Theme D – Open Spaces 52-53 • Theme E – Culture and Heritage 54 • Theme F – Tourism, Events and Marketing 55

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 1- Hornsea Mere Introduction

Hornsea Mere is the largest natural lake in Yorkshire and is a major Hornsea Mere…. resource for nature conservation and leisure. Situated less than a mile from the North Sea, it is 2 miles long, 11-12 feet deep and up to three-quarters of a mile wide. INFORMAL ACCESS The Mere is particularly valued as a wintering refuge and feeding area for migrating birds and other wildlife. A small hide is now on the Wassand Estate. It is designated a Site of Special Scientific Interest (SSSI), a Specially Protected Area (SPA) and also a Regionally Important Geological Site (RIGS).

Over time, the Mere has become disconnected from the rest of the VIEWS town. During the mid-nineteenth century, the town was around Southgate, Westgate and Market Place. Later expansion has been towards the sea. In addition, Southgate is part of the B1242 (the main INFORMAL ACCESS north and south route in and out of Hornsea) and this creates a physical barrier between the Mere and the town centre.

Leisure use of the Mere is concentrated on Kirkholme Point. Activities include steam boat trips, sailing, rowing, fishing and bird watching. There is also a putting green, café and chandlery.

The Mere provides a contrasting atmosphere to the tourism offer provided elsewhere in the town. It is a unique feature well-suited to low-key uses that are appropriate for its protected environment.

View across the Mere

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 1- Hornsea Mere Considerations Kirkholme Point ... • Any proposals need to balance landscape and wildlife qualities against the viability of leisure activities and their recreational, educational and tourism potential.

• As an important European nature conservation site, any proposed building development or any increases to the educational function must be low-key, sensitive and appropriate.

• Whilst environmental designations protect the importance of the Sailing on the Mere Cafe Sailing Clubhouse Mere, they also bring strict management and development obligations. These are set out in the Mere’s Heritage Landscape Management Plan.

• Hornsea Mere is part of the Wassand Estate and is managed by a Board of Trustees. Activities are run on a day-to-day basis by Hornsea Mere Marine.

• Leisure facilities are located on Kirkholme Point. Sign Activities Information board • Current access restricts how many people can visit and move around the site. Future improvements should be encouraged.

• Important nearby sites like Southorpe Deserted Mediaeval Village strengthen the visitor experience. An interpretation board has recently been installed on the site.

• Despite its proximity to the town, the Mere offers a tranquil environment and this is very much part of its charm.

Hornsea Mere Marine

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 1- Hornsea Mere Issues

• The Mere is one of Hornsea’s greatest attractions. It has the potential to be further enhanced as an important visitor destination

• Hornsea Mere currently has a low-key presence which is well-suited to wildlife and the aims of its nature conservation designations. Any developments would need to consider these issues and balance the impact on the environment against other benefits.

• There are few vantage points offering views across the lake. Seaton Road is winding and busy although through careful tree Mere sign Mere access lane management stunning vistas could be achieved. This would encourage visitors to explore further. Similarly, attention could be given to improving the viewpoint from Hull Road across the Mere.

• Existing leisure facilities on Kirkholme Point require upgrading. There are proposals to improve the sailing club house, caf , chandlery, toilet block and car park. A recent change of tenants has already seen significant improvements.

• If the sailing club facilities were upgraded, then this would enable the club to teach sailing and host events. Mere approach Mere car park • Access for cars and pedestrians needs to be improved. There is an indistinct point of entry from Southgate and the entrance road is rutted, however this does reduce traffic volumes and speeds. Some local residents are against upgrading the entrance road and feel access is sufficient. A new sign advertising the Mere makes it a clearer point of entry.

• Linkage from the Mere to the town centre is unclear and the route is dominated by road traffic. Improvements have been made with the sign at the entrance and by including the Mere on visitor orientation maps. Sailing clubhouse Mere Cafe

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 1- Hornsea Mere

Possible Interventions Precedent Images …

Key

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 1- Hornsea Mere Urban Design & Landscape Principles Visualisations … Development ƒ Proposed small-scale low-key improvements to leisure facilities on Kirkholme Point should be supported. ƒ The design and use of materials in any building works need to relate to the Mere’s protected environment and the nearby Conservation Area. ƒ Opportunities to enhance the public realm on Kirkholme Point would help promote the Mere’s public offer. ƒ Parking facilities could be improved close to the Mere, as provision is limited on Kirkholme Point.

Public Realm ƒ Entrance improvements, resurfacing and new signage would raise the profile of the Mere as an attraction and improve linkage with the rest of the town. New access routes around the Mere could look like this ƒ Enhancements to public rights of way routes should be explored. In particular, joining cul-de-sac routes to create circular routes and improving links to Fair Place. Open Space ƒ Southorpe Deserted Medieval Village already benefits from interpretation. This could also include the twentieth century addition of a World War Two pillbox. ƒ There is the potential to extend walks from Wassand Estate into the woodland around the Mere.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Area 2- Town Centre Hornsea Area Renaissance Partnership Introduction • There has been development of some of the Newbegin post-war retail infill into retail units, however there is a remainder still Newbegin, Market Place, Southgate and Cliff Road form the centre offering opportunities for improvement. of Hornsea and provide the town’s retail core. The Town Hall, • A Conservation Area Partnership Scheme which has now ended library, Customer Service Centre, Museum and tourist information provided grants to improve the commercial uses of historic centre are situated here. The library is centrally situated and buildings in the Conservation Area. There is still some scope for benefits from its location in terms of footfall and services. The further shop front improvements. town’s historic and Conservation Area is around Market Place, Southgate and the western end of Newbegin. Newbegin ... Considerations INFORMAL ACCESS TO & • Hornsea town centre provides a retail offer typical of a town of FROM THE PARK & SCHOOL its size. It has a range of local and regional providers.

• Retailing is dominated by small local independents and there are few national retailers (multiples) present. A new Tesco supermarket and petrol filling station is located within the town but not in the town centre.

• Other more recent additions are small specialist businesses INFORMAL ACCESS TO & (such as the art gallery and pottery on Market Place) and FROM RESIDENTIAL AREAS several new eating and drinking establishments. Southgate is developing as a niche shopping area and this needs to be encouraged as a potential pedestrian link to Tesco. Recent initiatives include supporting local food with a monthly local market.

• On the residential estate between Tesco and Freeport on Trinity Road is the Greenway shopping area where more retail outlets can be found, including a Post Office and a restaurant.

• There is a desire to add vitality, viability and cohesion to the retail offer. This includes making the town centre more attractive to shoppers, encouraging business diversification and enhancing local distinctiveness. This links into the ‘Town Hornsea Museum Historic shops in the Centre and Retail Study’ drafted in 2009 and updated in 2012. Conservation Area

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Area 2- Town Centre Hornsea Area Renaissance Partnershi Issues

• The Town Centre vitality analysis has indicated that the make up of the town has not changed greatly over the last five years. Hornsea Area Renaissance Partnership recommends a continuing review to better Views of the shopping area ….. understand the state of the town centre in the current economic climate.

• There are a number of national food retailers represented in Hornsea town centre along with small niche independents more of whom need to be encouraged.

• Taking into account the availability and types of premises, plus the apparent emergence of an arts and crafts cluster, then Newbegin, Market Place and Southgate appear to be the right location for focusing specialist business development. Central Newbeg • There is strong partnership support for attracting a variety of retailers Eastern Newbegin offering a better choice of goods and services. This would encourage more people to shop locally, making the town centre more vibrant and economically stable.

• Available parking includes pay & display, free parking and on-street provision. The partnership believes that town centre car parking should be free thus improving accessibility to the town, the museum and potentially relieving congestion. At peak times Newbegin and the junction with Market Place both suffer from periods of traffic build up.

• In some cases the townscape would benefit from enhancement and Southgate heading to Freeport Market Pla sensitive new development in conjunction with the emerging design guide.

• The town centre would benefit from a focal point or meeting place.

Post-war building New ISpace development central sec

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 2- Town Centre Urban Design & Landscape Principles Enhancing the retail offer ….. Development

• Newbegin, Market Place, Southgate and Cliff Road should remain the focus for local shops, restaurants and services. Business diversification such as specialist retail sectors should be encouraged.

• Enhancements to the retail offer should be supported. This requires an economic impact assessment measuring the potential displacement impact within the local economy (such as job losses) and the wider economic benefits - remove.

• Hornsea Area Renaissance Partnership are to be aware of Forward Planning’s ‘Town Centre and Retail Study’ and should have an active involvement in any other future town centre analyses in order to identify actions and agree a joined-up approach for market towns across the East Riding.

• The partnership will continue to promote and develop initiatives such as supporting local food and shopping. Specialist retail like this should be supported • Improvements and new developments should be high quality and reinforce the character of Hornsea’s shopping area. New active quality retail frontages should be encouraged. The Conservation Area Partnership Scheme delivered significant enhancements to the streetscene Similar schemes would be encouraged in the future.

• Buildings and their intervening spaces need to relate to the style of the Conservation Area in terms of good design and using quality materials. Buildings should not be higher than existing Newbegin Market Place buildings, that is no more than 2.5 floors high, including the retail space.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 2- Town Centre Urban Design & Landscape Principles Town centre style … Streetscene

• Enhancements to the public realm - surfacing, street furniture, lighting and signage - should reinforce the style and materials used within the Conservation Area, as referenced in the forthcoming Design Guide.

• High quality public realm would make a positive visual and economic impact on the town centre, making it an attractive place for shopping, working, visiting and investment. For example, the Church of St Nicholas style influences Open Spaces public realm in the Conservation Area

• As an aspiration an improved access strategy to be developed for the Cinema Street entrance to Hall Garth Park. Visualisation … The Park entrance could be informally re-landscaped to create easy and safe pedestrian access and reinforce the link between the park and shopping area.

• There should also be clearer linkage to other open spaces near the town centre. This includes the Mere, the Memorial Gardens and the seafront.

Re-landscaped entrance to Hall Garth Park

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Area 3 – North Promenade Hornsea Area Renaissance Partnership Introduction

The North Promenade is a wide pedestrianised area along the North Promenade…. seafront stretching from the Central Promenade to the end of the Esplanade. At the very end is the North Bastion – this was once INFORMAL ACCESS intended to be an open air swimming pool, but was instead filled with concrete.

This area is a mix of informal and formal open spaces, including an VIEWS outdoor bowling green and a sunken garden. Directly adjacent to the North Promenade is the Floral Hall where cultural events are hosted. There is also a car park that is well-used by families, sea anglers, bird watchers and dog walkers.

There are several caravan parks to the north, where about 600 INFORMAL ACCESS caravans are sited.

Considerations

• The North Promenade would benefit from improvement. A consistent promenade theme should be maintained and developed along the entire seafront.

• The management and ownership of the Floral Hall has recently been transferred from East Riding of Yorkshire Council to a Limited Company with charitable endeavours set up by local residents. Any future developments to be considered and Views along the North Promenade supported if fitting the context and approach of this masterplan.

• North Beach is always popular with families, sea anglers, bird watchers and dog walkers. There is easy access including disabled facilities, to a sandy beach.

• The Holderness stretch of coastline is continually being eroded, but Hornsea is well defended. The sea defences will undergo Marine Hotel The Bastion periodic review.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 3 – North Promenade

Issues Existing features … • A co-ordinated approach is needed to plan future enhancements along the whole seafront. This needs to consider how the promenade links with neighbouring residential areas and central Hornsea.

• This section of the promenade is immediately to the north of the award-winning Central Promenade. It is well used, with adequate car-parking facilities available. It has a pleasant open Floral Hall and Car Park Floral Hall café aspect which needs to be enhanced with appropriate family orientated facilities, such as beach huts, benches showers and toilets.

• The Floral Hall as a popular venue and cultural centre would benefit from a continuing programme of refurbishment as funding allows. As the main focal point of the North Promenade it is felt that support for the Floral Hall is paramount.

• The Marine Hotel is in a prime position over-looking the sea Drinking fountain, dated 1907 Bowling green and is one of the main attractions of the area.

Old seating Grassed area and shelter

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Area 3 – North Promenade Hornsea Area Renaissance Partnership Urban Design & Landscape Principles Development View from North Promenade … • There is community support for improving the North Promenade with a quality scheme. This would reinforce the promenade as a continuous pedestrian area. Any scheme should include family- friendly facilities.

• Any improvements should reinforce the leisure role of this section of the promenade.

Street Scene

• North Promenade remains the focus for movements between the neighbouring residential areas and the town centre. It is also the destination for cultural activities for the area. View over the North Sea • New surfacing, street furniture and signage on North Promenade should continue the high quality of the Central Promenade scheme. Visualisation……

Open Space Promenade modernisation • The area around the Floral Hall could be re-landscaped as an informal area for games and outdoor events (such as theatre or music). The northern end of the promenade would benefit from facilities such as toilets and showers.

• Open spaces should include new footpaths, additional seating, grassed areas & appropriate planting.

• The use of the North Bastion could provide temporary summer facilities such as beach huts for families.

• Better links to the central and south promenade include ‘Walk the Distance’ seabird trail. Future consideration should be given to developing a new Town Trail.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 4 – Central Promenade Introduction Central Promenade … The Central Promenade is an active part of Hornsea’s seaside offer. It forms the end of the Trans Pennine Trail with the Eastern Seamark, and provides facilities such as the Leisure Centre, amusement arcades, retailers selling tourism-related goods, plus a INFORMAL ACCESS range of places to eat including cafes and restaurants. There are

three large car parks and designated on-street coach parking. VIEWS Considerations

• The Central Promenade scheme was successfully completed in 2003 and is an exemplar for all new development and public realm improvements in the town. A continuous promenade

theme should be maintained and developed along the entire INFORMAL ACCESS seafront.

• The Central Promenade will continue to support Hornsea’s seaside offer.

• Any redevelopment should enhance the appearance and function of the Trans Pennine Trail Seamark area as the eastern terminus of this long-distance national pedestrian and cycling route. There is also good access for the disabled along the last mile of the trail

• Some of the Broadway and Sands Lane area is marked for Parade of shops/outlets along the promenade redevelopment to adhere to the emerging design guide. This must be sympathetic to the area and reflect Hornsea’s maritime heritage. One of the key unique assets of Hornsea’s seafront is the continuing link of open green spaces from the north to the central and south promenade.

Seafront amusements TPT Seamark

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnershi Area 4 – Central Promenade Issues • The Central Promenade is popular with both residents and visitors and Existing features … therefore the requirements of both groups need to be considered when developing new facilities on the promenade. • Opening up the second seawall is not an option that could be considered for any development. Another constraint is Yorkshire Water’s underground sewerage pipes. • Any future development of the leisure centre and environs needs to have a positive impact on the appearance of the seafront and enhance its qualities.

• Whenever possible, opportunities should be taken to improve the Leisure centre area View down promenade quality and legibility of the public realm, including surfacing, street furniture, lighting and signage. This should also improve links to other areas of the town. Ongoing maintenance should continue to be addressed to ensure the continuing quality and appearance of the seafront such as planting schemes, repair of furniture and signage. • Improvements need to be made to link the Trans Pennine Trail Gateway to the Seamark, such as surface treatment and better signposting. This would provide a memorable sense of arrival/departure. The seamark area needs to be highlighted for improvements to recognise its importance. A wider pedestrianised Poor quality seating seating area, provision of bicycle racks/lockers and enhanced retail Children's Play Centre offering would be helpful. • Many of the retail/kiosk outlets on the promenade are security shuttered, which provides dead frontage when they are closed and offer opportunities for graffiti. • Improved car parking layout, decorative features, surfacing and signage would enhance the visitor experience. There is scope to improve pedestrian safety to cope with high volume of visitors. An overall concept should be developed to define the role and character.

• There are still opportunities to develop appropriate schemes such as Poor quality architecture Broadway - new development low level recreational and retail development in the area. The concept should celebrate Hornsea’s character as a family seaside resort.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 4 – Central Promenade Urban Design & Landscape Principles Visualisations…… Future Proposals

• New developments must be high quality, well-designed and respond to the character of the Central Promenade scheme and the seafront location.

• The role of the Central Promenade as a leisure and recreational area should be reinforced, whenever possible. This includes any refurbishment of the leisure centre and its environs.

Street Scene

• Any improvements to the public realm, such as surfacing, street furniture, lighting and signage should reflect the design and high quality of 2003 Central Promenade scheme. This will improve visual impact, enhance movement and define access.

• New hard surfacing along routes from the seafront to the town centre, such as New Road and Sands Lane, would encourage movement between these two areas.

Open Space

• Further enhancement of the terminus of the Trans Pennine Trail seamark area would create a true sense of arrival or Some aspects of the departure, better linking the trail gateway to the seamark on 2003 Central Promenade the seafront. scheme • Better link the promenade to other open spaces.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Area 5 – South Promenade Hornsea Area Renaissance Partnership • A feasibility study has developed the concept of a Country Par Introduction along Stream Dyke and Grainger’s Field.

South Promenade is dominated by a large open space that is low-lying • A new Inshore Rescue Boathouse has been completed. and within the floodplain of Stream Dyke. It includes the sewerage pumping station, La Grande Motte Garden and a car park. A narrow • A feasibility study to extend the boat compound and improv footway next to the seafront road provides the main pedestrian access. the surrounding area and facilities for visitors and users of th At the north end the former Old Boatyard has been demolished and site has been completed. Further consultation and design wor landscaped. At the south end is the New Boatyard and beyond are two needs to take place. caravan parks with about 570 caravans.

Considerations South Promenade …

• This is a quiet area without an overall focus that would benefit from INFORMAL ACCESS improvement. A consistent promenade theme should be maintained and developed along the entire seafront. VIEWS • A development brief was prepared by East Riding of Yorkshire Council following consultation. This resulted in an abortive proposal by a developer incorporating residential and serviced accommodation for the elderly. This did not come to fruition; it did not reflect the Development Brief for the Old Boatyard which asked for mixed INFORMAL ACCESS tourism/leisure/recreation development proposals with some housing. The Brief stated that housing is restricted on greenfield land and so should be a subsidiary element.

• There is public support for the South Promenade road to be relocated as part of a bigger scheme, to enable the seafront to be fully pedestrianised. A lower impact more deliverable scheme creating an area around the Trans Pennine Trail Seamark and part way down South Promenade road would be acceptable as an interim measure. Other options may include improvements to the footpath along the western banking of the South Promenade road to enhance pedestrian viewing and safety.

• The Old Boatyard site would be a good location for an hotel or other tourist accommodation facilities. This would support the offer of the Floral Hall. New Boathouse Grainger’s Field

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 5 – South Promenade

Issues Existing features … • This area is a major opportunity for the town and the South Promenade could become a new focal point as it is a key site of arrival for people travelling to the seafront. • The redevelopment of the Old Boatyard site provides an opportunity to realign the South Promenade road and bring together disparate features. It could incorporate new facilities such as café, public art and an informal play space for children. • The Environment Agency advises against substantial development in areas of high flood risk. It would be supportive of general amenity and recreational uses. Fishing boats in compound Old Boatyard site • Development proposals are likely to affect traffic volumes and flows. A traffic assessment will need to identify the effects of any development or new road and explore solutions.

• The design and character of any proposed new development must be high quality and complement its seafront location. The interface between public and private spaces would need to be carefully and sensitively designed.

• New surfacing, street furniture, lighting and signage on South Promenade should continue the high quality of Central View along south promenade Grainger's Field Promenade scheme.

• The concept of a country park should be further developed.

Caravan / leisure parks

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 5 – South Promenade Urban Design & Landscape Principles

Future Proposals Visualisations……

• When developers move forward with proposals for the Old New focus for the Trans Pennine Trail Seamark Boatyard site, they should fulfil the original local Development Brief. Plans should also fit within Environment Agency guidelines and support any proposals for flood risk management.

• Any new buildings should respect the existing seafront character, as described by the north and central promenade. The height of any new development should not dominate the immediate environment.

• There should be a traffic assessment for any proposed new development and realigned road, particularly in relation to the primary school on Hornsea Burton Road.

• The aspiration is for a new hotel, preferably on the seafront

• A feasibility study to extend the boat compound and improve the surrounding area and facilities for visitors and users of the site has Pedestrianisation near the been completed. Further consultation and design work needs to be Boathouse undertaken. Street Scene

• A key focus for the South Promenade is to become all or part pedestrianised with additional leisure potential. It would benefit from clearer access routes to the beach.

• New surfacing, street furniture, lighting and signage should continue the high quality and character of Central Promenade scheme.

• A high quality and well-designed children’s adventure or informal play space could be created on the wide expanse of the green area. This would be an attraction to both local and visiting families.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 5 – South Promenade Urban Design & Landscape Principles Areas for improvement ….. Street Scene cont’d….. • The South Promenade should be the focus for movements between the southern caravan parks, the country park and the town centre. This would emphasise its function as part of the north-south route along the seafront.

• Relocating the road would allow direct access for boats onto the beach. This would improve operations at the Boatyard and the Inshore Rescue Boathouse.

• Providing vantage points with coastal views would improve the pedestrian experience.

• Potentially, public art could be installed in this area. Current boat access onto the beach off road Open Space

• The concept to re-landscape Stream Dyke floodplain as a country park should be further developed. The aim should be to provide greater accessibility to a more inviting open space. It could include new footpaths and low-key leisure facilities. (see Theme D: Open Spaces)

• The entrance into the country park could be near the Boatyard, but must avoid breaking the second seawall. A raised entrance should be considered to allow views along the coast.

• Better link the promenade to other open spaces. Potential new country park around Stream Dyke

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Area 6: Hornsea Freeport • New joint marketing initiatives (information provision, signage Introduction and promotion) would promote Freeport as one of several local Hornsea Freeport was one of the first factory outlets in the country. tourism attractions. This would enhance the tourism offer and Today it is still a major visitor attraction that draws approximately 1 improve links with the town centre, promenade and Mere. million visitors per year, for many this is their sole reason for • Promote the local town centre services and surrounding tourist travelling to the town. In 2006, permission was granted to further attractions by signposting them from both main entrances extend and re-develop parts of the site to improve the retail offer and maintain market position. The centre suffered from a period of administration and was taken over again in February 2010 by the current owners, the economic climate and market conditions in the Hornsea Freeport ….. retail sector have not allowed the centre’s redevelopment as originally planned. Possible Interventions

There are a number of actions that could also be considered to improve links to the rest of the town:

• Support better shopping facilities at the Freeport.

• Encourage people to use bus services into and around the town. The existing service between the Freeport and the bus station would benefit from increasing awareness of the service and improve the chance of establishing a Sunday service.

• Revisit Hornsea Area Renaissance Partnership’s pilot Summer 2005 Open-top Bus and check cost and possible viability of a project creating a circular route linking the Freeport with other areas of Hornsea and attractions such as Honeysuckle Farm.

• Promote coach parking and current incentives to encourage group visits both to Freeport and the surrounding area.

• Better promote walking and cycling between the Freeport and other areas of the town, such as on the Trans Pennine Trail.

Freeport Entrance

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Theme A: Transport & Access Introduction East Riding Local Transport Plan 2011-2026 There is strong community support to improve transport and access issues. We also need to consider sustainable transport measures, for This vision has 8 priorities for transport and other related example better public transport as a viable alternative to the car. quality of life issues. Relevant objectives are:

Objective 2 (Congestion): Minimise traffic congestion, Traffic Management: particularly in urban areas and inter urban connections • Agreeing an action plan to solve traffic issues and improve links into and around Hornsea. Issues to be reviewed include Objective 3 (Economic Regeneration): Support congestion, car parking (availability and charging), public transport sustainable economic regeneration and growth provision and ease of navigation Objective 7 (Accessibility): Improve access to key Signage: services

• There is always a need to better connect different areas of the The following actions are listed for Hornsea: town and link with key functions such as tourist attractions. An audit of road and pedestrian signs has been carried out and a • Producing a cycle plan and review routes project implemented to make improvements. There is an aim to continually review opportunities to provide clearer and less • Maintain school travel plans. confusing signage. • Continue monitoring pedestrian signs to main destinations and the erection of appropriate signs. Walking, Cycling and Horse Riding: • Continue to look at provision of motorcycle and bicycle stands or bays. • Developing a network of routes for pedestrians, cyclists and horse riders. This includes better information, raising awareness and • Monitor the pricing policy of car parks. increasing levels of participation. • Review the effectiveness of traffic calming measures at Eastgate School vis-à-vis the entrance • Supporting promenade improvements that provide a pedestrianised promenade as a major asset for Hornsea.

• Improve footpaths, bridleways and cycle paths to create more circular routes and improved links with regional trails.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Theme B: Training & Skills 2014 – 19 Education and Skills Plan for Introduction the East Riding of Yorkshire

This is about ensuring everyone has an equal opportunity to benefit This is a strategic planning document produced jointly by the from training so they can learn and develop the skills needed to East Riding's 14-19 Learning Partnership Team, Commissioning succeed economically. Team and those education and skills providers who serve the East Riding. Business Development: Holderness Learning and Skills Strategy

• Encouraging higher quality and better-paid jobs in the Hornsea This is an emerging document over which Hornsea Area Area. This is linked to encouraging economic diversification in the Renaissance Partnership is to have an influence. town and signposting businesses to sources of advice and funding. Actions for training in Hornsea:

• Encouraging home working and distance learning by providing the • Support vision for Hornsea schools to include collaboration right ICT connectivity and support services (such as childcare). and cluster training • Support for Adult education University of the Third Age • Promoting the business benefits of improved customer care, marketing, tourism skills and greener business operations. Ideally • Library provision for ICT training courses could be run in Hornsea for local businesses. • Support for Hornsea Inshore Rescue seasafe training • Supporting demand-led provision of flexible business units, such provision for schools and visiting parties and Royal Yachting as small start up units offices and social enterprise space. Association training

• Utilise any Fisheries Local Action Group funding Adult Learning and Skills: opportunities to support relevant training

• Promoting a lifelong learning culture, including the benefits of • Support Hornsea Museum in its educational provision participating on (formal and informal) courses. • Promote skills provision for town centre businesses

• Engage with adult learning and skills providers to help meet • Take up opportunities for hospitality training provided by demand and need. Visit Hull and East Yorkshire

• Consider how to have a central repository in Hornsea, to promote events and training opportunities. Use the central location of the library as the prime holder of information and review any other web based service providers. Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Theme C: Community Facilities & Services Introduction

Local communities need access to sufficient facilities and services that as a minimum cover basic needs. This provision needs to be within the context of regional provision. Many community functions come under the remit of dedicated organisations (such as the Yorkshire & Humber Strategic Health Authority) or through community strategies (such as the East Riding Community Plan).

Despite its remote geographical location, Hornsea retains a vital function as a service centre for the rural area. There is a massive influx of population during an extended summer period which puts pressure on local services. Whilst bed provision at the hospital has been removed, access to medical services has been improved. Community Facilities:

• Update the audit of community facilities, including community halls, to identify gaps and highlight potential improvements in Floral Hall, as a key cultural centre, would service provision. benefit from a programme of refurbishment

• Possible refurbishment and development of the leisure centre. Community Services:

• Working with specialised professional services to ensure adequate service delivery in the Hornsea Area. This might mean helping facilitate a multi-agency approach to delivery that better suits the needs of Hornsea residents, or, signposting organisations and individuals to relevant specialist sources of help.

• Working with Youth Services and others to improve services for young people in the Hornsea Area. Possible refurbishment of the leisure centre

• Making provision for important and essential services when developing future projects in and around the town.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Theme D: Open Spaces Overview: • Design simpler bolder displays with sustainable planting.

Quality open spaces (parks, gardens and natural areas) are • A new war memorial with a hard-standing area has been built fundamental to any town. Whilst Hornsea has a good number of open spaces, there are opportunities for improving the quality of facilities A permanent installation of a community performance area is being and planting schemes to make them even more attractive. Hornsea In considered by partners. Bloom is a highly proactive voluntary organisation in the town working to make all aspects of the town attractive. Memorial Gardens ….. A first step is to define the roles of each space and identify its resource needs. In the longer-term, a goal is to achieve Green Flag status for at Access opened up by least one park in the Hornsea Area. the widening of entrances encouraging people into the Elim Gardens (Hornsea Town Council): Gardens

This is a well-used informal space where ball games and low-key events are encouraged. It is an important walkway between the North Promenade, town centre, school and residential areas. Hornsea Town Council and partners have completed an improvement scheme which includes improved access, replacement trees, new planting, lighting scheme and resurfaced footways. Visibility improved & enhanced form by The Pocket Park (Hornsea Town Council): maintaining vegetation on Garden perimeter. An important small oasis along Newbegin where shoppers can sit and relax. The aim is to maintain this space for this purpose.

Memorial Gardens (Hornsea Town Council):

Hornsea Town Council has fulfilled its desire to make this an exceptional garden appropriate to its role with a more open feel to encourage increased use, such as Remembrance Sunday which has become a significant part of the Hornsea calendar. The following actions have already been implemented:

• Replace the perimeter wall with a low wall and railings. New war memorial Vistas opened up into and • Open up vistas into and around the garden. out of the garden

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Hornsea Area Renaissance Partnership Theme D: Open Spaces (cont’d)

Ebor Avenue Play Area (ERYC & Hornsea Town Council): Hall Garth Park (Hornsea Town Council):

This fenced and well-maintained play area is well-used. It is located The overall aim is to maintain the countryside feel of this within an area of mixed Council and private housing. There is an large park, whilst providing adequate recreational facilities. unmade road leading to it and the entrance would benefit from At present there is a children’s play area, a skate park, open improvement. air gym and a kick-about area. Activities held here include Hornsea carnival and one-off events. Adjacenttotheplayareaisanopenspacethatcouldbeusedfor informal sports. Investigations could be made to see how this area Possible actions identified include: could be enhanced. • Installing an all-weather multi-use games area and Mereside (Fair Place) (Hornsea Town Council): encouraging other sports, as appropriate. • Improving the area where the nursery used to be, Fair Place is a common land open grassed area with children’s play adjacent to the Eastgate entrance, opposite the school. equipment. Housing surrounds the site, which includes sheltered accommodation for the elderly. Towards the Mere edge, the area is a • Further developing the educational role for local schools haven for wildlife. and strengthening links with the school gardening club.

Theplayequipmentcouldbeimprovedbyerectingaperimeterfence • Consider providing more footpaths, especially between to keep out dogs, making it more attractive and safer for children. the secondary school and Newbegin. However as the area is common land this would not appear to be feasible. • Consider the possibility of re-landscaping the car park and entrance to provide a stronger link between Newbegin Low-key organised community events could be held here as has and the park. happened historically. • Consider options for improving lighting within the park South Promenade Country Park (ERYC): • Ensure tree maintenance and replanting schemes are in The concept of a new informal country park along Stream Dyke and place Grainger’s Field could be further developed. This area could become an important environmental and leisure asset for the town, reflecting its seafaring heritage. Any low level retail units to service maritime activities and low-key leisure facilities, such as footpaths and outdoor tennis courts, would have to be appropriate and be able to withstand regular flooding. (see Area 5: South Promenade). There are aspirations to develop and remodel the area around the boat compound. Park gates Skate park

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Theme E: Culture and Heritage Hornsea Area Renaissance Partnership

Cultural Development: Nurturing a Sense of Place It is important to work with arts and sports partners to prioritise actions, maximise resources and increase participation in cultural • When developing projects, ensure they define and reinforce the activities and to ensure we capitalise on Hornsea’s cultural different character areas in the town – the seafront (leisure and heritage. open space), town centre (retail and business services), Freeport (out-of-town factory outlet) and the Mere (wildlife and low-key • Supporting local cultural activities and festivals and developing activities). links with other events across the region. Maximising use of local assets ….. • Support the Floral Hall as a premier and historic location for cultural events for Hornsea and surrounding areas

• Draw on the rich diversity of Hornsea as a market town along with its maritime and railway heritage.

• Capitalise on the rich history of the Freeport area, developing originally from a Wade’s Brickyard, to Hornsea Pottery to the first factory outlet in the UK. Heritage and the Built and Natural Environment: Increase use of walking & Use historic assets to promote • Ensure there is an up to date audit of all the built and natural cycling routes the local heritage environmental assets in the Hornsea area.

• Continue to provide information and activities to encourage better understanding and appreciation of the area’s historical character and natural assets. For example, themed trails and guided walks.

• Promoting use of the natural environment as an outdoor gym. For example, walking, cycling and beach sports.

• Using local heritage as an outdoor classroom. For example, working with education providers to encourage field trips Improved facilities at Kirkholme studying geology and the effects of coastal erosion. Use the shoreline to Point would encourage more explain coastal processes sailing club members

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) Theme F: Tourism, Events and Marketing Hornsea Area Renaissance Partnership Introduction

Hornsea has a good character, important heritage assets and a The Visitor Offer … relatively good environment. With increasing competition from elsewhere, resorts require on-going enhancements to retain their position as high quality visitor destinations. Whilst recent physical improvements to the Central Promenade have enhanced the seafront environment, further actions are needed, including: A Better Understanding of the Visitor Market:

There is little local information available about the visitors who come to the Hornsea Area. Most tourism data is collected either for the East Riding, regionally or nationally. The Freeport has collected data on its visitors and this is available to Hornsea Area Renaissance The past – including Partnership. However a recent Welcome To Yorkshire survey was Hornsea Pottery – helps commissioned and Foreshores’ annual survey data will be made promote the town today available shortly,. This should improve our understanding of visitors. Information helps visitors A priority is to review this data to understand the local visitor market appreciate local history and and the visitor offer (what it is and any gaps). Trends are large beach conditions number of day trippers, few staying visitors, repeat visitors and a large population of temporary residents in caravan parks. Events and Promotions:

• Encourage more activities for young people and families.

• Agreeing actions to co-ordinate promotional activity, avoid duplication of effort and make the best use of available resources.

• Capitalising on existing and new assets to improve destination marketing to target audiences and niche markets.

• Working with partners such as the Visit Hull & East Yorkshire The Central Promenade scheme has set a high standard Destination Management Organisation to increase the benefits of for further enhancements to the north and south wider tourism promotions to the local and regional economy.

Hornsea Masterplan: Key Themes & Strategy (Final Report mid term review v7.5: January 2014) . .