Ellon- New Thinking for a Historic Town 0

Ellon- New thinking for a historic town 0. About Ellon Now, Ellon New and this Document

Ellon Now, Ellon New is a Making Places project supported by Aberdeenshire This document – “Ellon – new thinking for a historic town” – sets out the Council and the Scottish Government, with the active involvement of Ellon findings of “Ellon Now, Ellon New” to date and represents an overall Community Council. It is being delivered by a project team comprising community-led strategy for the town centre. It aims to be an engaging and research and place design specialists from IBP Strategy & Research and focused overview document that sets a clear direction for Ellon Town Centre. colinross:workshop.

The project is all about encouraging the communities of Ellon to become actively involved in developing ideas for the future of the town centre and to make plans for the future. The aim is, in the words of the Scottish Government’s “Making Places” guidance: “To support the delivery of places that enable a high quality of life, help tackle inequalities and allow communities to flourish”.

The focus of Ellon Now, Ellon New (and this document) is the town centre, looking to move towards a situation where it has a sustainable and prosperous future and where it is a valuable asset to the town as a whole. The key stages of the Ellon Now, Ellon New project have included:

❖ A review of existing background information of relevance to the town centre. ❖ Engagement with the communities of Ellon (including the business community) to gather views through the completion of a Place Standard survey and associated discussions. ❖ Project team observations and study of the town. ❖ Community events to develop a vision and specific ideas for the town centre in the future. ❖ Follow-up “drop-in” discussions in the community on emerging ideas 0.1 Ellon overview sketch ❖ From this, the creation of this strategy document. Contents

1. Ellon’s Story 2. Ellon Now 3. Ellon in the Future 4. Vision and Key Themes 5. Promoting Ellon 6. Connecting Ellon 7. Enriching Ellon’s Town Centre 8. Improving Ellon’s Public Spaces 9. Key Projects

July 2019 1. Ellon’s Story

Ellon lies on the River Ythan, approximately 16 miles north of Aberdeen. The The town centre has an extensive and diverse range of small independent town’s history dates back to the 13th century when it was created a burgh of businesses (there are 69 independent goods and service retail businesses barony under the rule of the Earls of Buchan. The name “Ellon” is thought to within the small area of the town centre itself) along with an Aldi derive from the Gaelic term “Eilean”, meaning island, on account of the supermarket and a small number of branches of national retail chains. It has presence of a nearby island in the river, which offered a convenient fording a range of cafes, hotels and restaurants which are, again, generally owned point. Much of the town has been the product of the 19th and 20th centuries independently. but the past remains very much present in Ellon with the ruins of Ellon Castle and Ellon Parish Church. The town has three primary schools (Ellon, Auchterellon and Meiklemill) all of which feed into Ellon Academy, a modern secondary school and Ellon has an estimated population of 10,832 people. The town has grown community campus on the outskirts of the town, which opened in July 2015. rapidly over the past 30 years, with families locating in Ellon as a commuter The community campus houses a swimming pool and other leisure facilities town for Aberdeen and elsewhere, with the town being close to the main and the other significant leisure facility is the Meadows sports centre, which A90 road. The housing stock grew further by 5.5% between 2011 and 2016. offers football, rugby and hockey pitches as well as a gym and multi-use sports hall. The town centre is framed by the river to the south, woodland to the north, castle to the east and a series of bridges over the river, principally the Like many small towns, Ellon (and especially its town centre “high street”) Category A Listed Auld Brig, which leads directly into the town. The aerial faces challenges brought on by social change, new technologies and photograph on the front page of the document provides some context to the economic uncertainty. However, its communities are ambitious for positive physical nature of Ellon, with the original village / town located centrally change in the town and this document seeks to reflect those ambitions. (within a natural / green space setting – “a village on a river”) surrounded by substantial areas of housing that have developed over the past thirty years, and more recent industrial and commercial activity towards the A90 road. Welcoming town?

Producing town?

Attractive town?

Healthy town? Attractive?

Attractive?

Ellon- themes to discuss…..type of town 1.1 Early analysis and themes 2. Ellon Now

Successful town centres are places that serve their communities, visitors In addition to the above, demographics are changing (for example, the and businesses with a quality of experience that encourages them to come population is getting older) and new lifestyle patterns are apparent (such as back, and stay longer. The businesses in those town centres provide the use of social media, increased leisure time) and these will impact in a something that residents and visitors value and, in turn, local communities variety of different ways on retail, services and leisure sectors. Trends support the business and commercial life of the town. affecting towns such as Ellon include:

❖ A shift in the balance from retail goods towards retail services. Ellon does not exist in isolation and there are a number of wider contextual ❖ The continuation of a trend for concentration of retail activities into issues which are having, or will have, an impact on the town centre in larger centres. particular. ❖ Smaller traditional town centres (such as Ellon) are likely to face continued pressures and will need to identify a clear role for their For example, the internet (including the use of mobile devices) and other future viability. technologies is having a significant impact on retail operations and shopping habits. To be successful, smaller centres (such as Ellon) need to provide an appropriate mix of: The extent of future economic growth and, thus, the available consumer expenditure for retail, services and leisure activities will have a major impact ❖ Unusual or specialist products or services that are not easily accessed on town centres. There are significant uncertainties over this (particularly in elsewhere. the context of Brexit) but most forecasts are for economic forecast to be ❖ A high level of personal customer service to generate customer loyalty. lower than the long term trend. ❖ An attractive shopping and leisure environment that makes people want to visit, hang around and spend their money. ❖ A strong brand image. There are also a number of specific background issues that are of particular In particular, the relocation of the Academy has left significant gap sites on relevance to Ellon, which may be important to understand in relation to the fringes of the town centre. There are outline plans for the establishment developing deliverable improvements for the future. Key points of note of integrated Council facilities as well as health and care and potentially include: other uses on these sites. This, in turn, would free up existing town centre sites for new commercial or community usage. The outcomes of Ellon Now, Ellon New will be fed into these plans. The opening of the Aberdeen Western Peripheral Route improves road connectivity for Ellon significantly; this will be of benefit to commuters and National and local strategies are seeking to encourage significant changes in presents opportunities to attract more people to the town but, of course, it transport modes. Aberdeenshire Council aims to have 40% of all journeys of also makes it easier for people to travel elsewhere for their leisure, services less than 5km made by bike or foot and various projects have been delivered and retail needs. in support of this and others could be considered for the future. In the Ellon community Survey, 83% of people said that they drive to Ellon Town Centre. There is evidence of considerable “leakage” from Ellon – local people spending their money elsewhere (for example, in the 2015 Ellon Community survey, 27% of people said that they did their main food shopping in Aberdeen and 11% in Inverurie).

Ellon Castle Gardens, previously in private ownership, were handed over to the people of Ellon in 2014 and Ellon Castle Gardens Board is working hard to revitalise and conserve the gardens for the people of Ellon and as a potentially significant visitor attraction within the town.

Brewdog has become an internationally recognised brand, located on the fringes of the town, featuring brewery and visitor facilities. Its connection and engagement with the Town Centre could present real opportunities.

The relocation of Ellon Academy to the “campus” site on the edge of town provides a top quality asset for the town as a whole but potentially takes business away from the Town Centre and certainly changes its character.

2.1 Leakage diagram The vision for the town centre must be more than a generic statement of Ratings for Ellon Town Centre across almost all of these issues are fairly aspirations but should be anchored in the unique personality of the town neutral – neither very good nor very bad. For 11 of the 14 dimensions, the centre and its assets as a location. average score is 4. There were, however, three elements where the scores are slightly better, with an average of 5. These were; feeling safe, housing The Ellon Now, Ellon New study used the Scottish Government’s “Place and community, and natural space. Standard” tool, which is designed to help communities think about their “place” and how it works. Well over 200 people completed the Place However, the Place Standard is not just about these numbers. It is a prompt Standard survey, which encourages people to rate a place (in this case, Ellon for people to think more about their “place” and people that completed the Town Centre) on a scale of 1 to 7 where 1 means “there is a lot of room for Place Standard survey were encouraged to provide reasons for their rating, improvement” and 7 means “there is very little room for improvement”. The providing very rich feedback about people’s views on the strengths and results for Ellon Town Centre are summarised below. weaknesses of Ellon and its town centre specifically. It was also used as a basis for a series of “drop-in” discussions with people in the local community, which provided further insights.

The Place Standard survey and discussions highlight the range of different views amongst the community about the strengths and weaknesses of the town centre. It was clear, though, that there were certain assets on which the town centre could potentially build.

2.2 Place Standard Diagram Town Centre Assets

❖ An attractive setting with a semi-rural character bounded by water, woodland and parks; a particularly distinctive aspect of Ellon compared to towns of similar size. 2.3.1 Friendly scale + permeability 2.3.2 Surprising discoveries ❖ A strong historic character, with some potentially attractive public spaces and eclectic and interesting lanes and wynds.

❖ An interesting and distinctive cluster of retail businesses.

❖ An attractive and manageable scale, with the various services being within a short distance of one another.

2.3 Notes and Observations 2.3.3 Historic character 2.3.4 Scenic moments 3. Ellon in the Future

The community workshops explored the community’s overall vision for Ellon Accessibility and transport: This addressed issues such as: movement of and identified a range of ideas for the future. Based on the findings of the pedestrians, cycles and vehicles; parking issues; and, active travel (walking Place Standard survey and discussions, key issues identified from previous and cycling opportunities). observations and the study team’s own observations, the members of the community that came along to these workshops were encouraged to think Participants were encouraged to use these prompts as a starting point to about ideas for the town centre in the future based around four key think about what they wanted to see in the town centre in the future. “prompts”: A parallel “visioning” event was also held in a local primary school, with Streets and spaces: The town centre’s built heritage, its auld and new young people being asked to describe their own aspirations for Ellon; this bridges and the potential of these as a gateway and means of celebrating the utilised the historic narrative of Ellon as an “island” – a place to be imagined town. Key public spaces including the Auld Square and Neil Ross Square. Key and discovered. streets (Bridge Street, Market Street, Station Road). What character do these have and how could this be developed? These were highly creative sessions, with participants identifying a wide range of the issues and themes (the “table cloths” where participants Natural amenity: What usage is made of the River Ythan and how could this recorded some of their ideas are shown over the page). The Ellon Now, Ellon be enhanced? What is the potential of woodland and green spaces and how New study team then took the outcomes of these discussions and identified can they best be connected to the town centre itself? How could Ellon’s a series of 5 themes for further discussion (these initial themes were edited location as providing access to countryside be enhanced and celebrated? further into the strategic themes described later in this document):

Work and the economy: What is the potential for developing the local retail ❖ Promoting Ellon offer in a way that creates a competitive advantage, potentially based on a ❖ Ellon’s Public Space distinctive local offer? What would attract visitors to the town centre, ❖ Connecting Ellon whether for shopping or a day out? How could existing events and ❖ Ellon’s Business and Community Activity community activities be developed as “attractors”? ❖ Attracting Visitors to Ellon. Within this, 25 “project areas” were identified; these were the most common and well-developed issues arising out of this idea generation process. The study team then embarked on further informal consultations (including a further series of community “drop-in” events) to gather initial views about how these projects might be seen and to gain an initial view of which might be seen as immediate priorities.

These discussions were supported by a voting board where participants were encouraged to identify the project activities which they considered to be priorities.

This process helped to further inform the detail of the key strategic themes outlined later in this document. They also helped to give further shape to the key elements of the strategy overall. For example, it became apparent that some individual activities could best be brought together to form an overall project. It was also apparent that some aspects of “attracting visitors” made best sense when seen as part of an overall strategy of “Promoting Ellon”. It was also clear that the initial theme of “Ellon’s Business and Community Activity” could be more meaningfully understood as being all about making the experience for people using the town centre a richer one.

This is reflected in the vision and key themes that are set out in the following section. This is the core of the proposed broad strategy for the town centre and subsequent sections discuss how this might play out in the future.

3.1 Community design session tablecloth 3.3.1 Project Preferences This process3.3.2 helpedEllon Islandto further Workshopinform withthe Meiklemilldetail of thePrimarykey strategicSchool themes outlined later in this document. They also helped to give further shape to the key elements of the strategy overall. For example, it became apparent that some individual activities could best be brought together to form an overall project. It was also apparent that some aspects of “attracting visitors” made best sense when seen as part of an overall strategy of “Promoting Ellon”. It was also clear that the initial theme of “Ellon’s Business and Community Activity” could be more meaningfully understood as being all about making the experience for people using the town centre a richer one.

3.3.4 Farmers Market Feedback Session

3.3.3 Castle Gardens Visit 3.3. Engagement Images 4. Vision and Key Themes

ELLON TOWN CENTRE VISION

Ellon town centre is the vibrant core of the town; it has a historic village The fundamental approach described herein is for Ellon Town Centre to build atmosphere, surrounded by green space and providing a rich and varied on its distinctive character and assets to make a unique and valuable retail and leisure experience for local people and visitors. It is a place that is contribution to the residents of the town, to people that work in the town at once relaxing and vibrant, with a wide range of commercial and and to visitors. community activities providing real interest to the visitor but also providing people with the opportunity to explore, unwind or simply spend some time The strategy is about being the best possible version of Ellon – not a copy or in an attractive place. a clone of another town. It needs to reflect Ellon’s historic character, its rural spaces and its scale. At the same time, it must recognise challenges in People come here for everything from their regular grocery shopping to relation to lack of awareness, connectivity issues, weaknesses in current specialist shopping and the numerous leisure activities on offer. It is a hub for public space and limitations in terms of current commercial and community people to come and visit all of the attractions of this part of Scotland. Ellon activity in the town centre – though all of these things also lead to town centre offers a great range of accommodation and all the services that opportunities. visitor needs. It is an easily accessible place and, although parking on the fringes of the small village centre is plentiful, many people choose to access it through its excellent range of walking and cycle paths. Neil Ross Square: The town centre and main public space, well located but a little tired and in need of re-thinking.

The ‘Backlands’: Large scale open space, pedestrian routes, servicing and parking focussed.

The River Ythan: Natural public space, linear connector and great amenity in the town centre.

The Square [Auld Square]: Historic village centre, arrival ‘gateway’..now mainly a car park.

4.1 Assets: There are a number of existing places in the town centre with unique qualities and characteristics. The strategy to deliver this vision has now been developed around four key (and related) themes:

❖ Promoting Ellon: Reminding local people and visitors of all the good things Ellon has to offer.

❖ Connecting Ellon: Creating a welcoming town centre with good walking, cycle and vehicle networks.

❖ Enriching Ellon’s Town Centre: Enhancing the town centre with new commercial and community-led activities.

❖ Improving Ellon’s Public Spaces: Enhancing existing public spaces that the community will be proud to use.

In the following sections, the document explores how the strategy might unfold in coming years. Section 9 then sets out a range of projects (the starting point for delivery of the strategy) including selected “quick win” and “priority” projects and a wider “slate” of potential projects to be taken forward in the future.

4.2 Illustrative Promotion Poster 5. Promoting Ellon

“Promoting Ellon” is about reminding local people and visitors of all the good things Ellon has to offer.

Previous research shows that the town centre suffers from much of the potential trade (residents) heading to other places / towns to shop and relax rather than come and spend time in their own town centre. Promoting the town to itself seems an obvious ambition, where we look to remind residents of the existing diversity of retail, the quality of public and natural spaces and the events that currently take place. The centre has many attributes and with a bit of ingenuity and collective effort, it must be possible for a town of c.10,000 people to support a small core of commercial, retail, hospitality and entertainment.

The town suffers from a lack of clear identity. Its original small village status would have been clear and strong; now that has been eroded and reimagining of the town “brand” will be necessary to strengthen appeal and build confidence. 5.1 Woods to Water What the community said

WATER AND WOODLAND

Not every town is lucky enough to have mature woodland and a river on its doorstep and Ellon benefits from MacDonald woods, which arch around the north of the town, connecting Castle with railway line and River Ythan, forming a “green loop” around the town centre.

NIGHT-TIME OFFER

Evening activity exists in Ellon. The Victoria Hall has a fully functioning cinema but with varied attendance levels. Facilities like this offer a destination for the full demographic of the town: families, older people, young people. Can that offer be strengthened for greater appeal and can more people be told about it? How the town views itself in the regional context has been an interesting point of discussion. There is a clear ambition to improve but what the identity of the town is and how it compares to other similar sized towns around Aberdeenshire has yet to be fully established. Many people referred NIGHT-TIME OFFER to Inverurie as a place that held some appeal from a retail destination Gordon Park and Deer Park bookend the Town Centre with leisure perspective. People did, however, acknowledge that Ellon has its own and play. They are strategically paced to support both resident character and charm and it would be a pity to lose that. The question is activity and family visitor appeal. Can new amenities be added to whether the town has the ambition and confidence to be its own place, to strengthen these spaces? harness the existing qualities and assets in a positive and constructive way rather than seek to become a follower of somewhere else. We think it can do that, be its own place, be proud of itself and build upon a strong history, great setting and active community. Huge potential to make more of the structures; can they provide an enhanced welcome and become a focal point in town centre?

Interpretation and viewpoint Festival - lighting the 5 bridges

Access Permanent lighting

Access and pathway

Steps and terrace to the water 5.2 The bridges are a key part of Ellon’s identity…..a place of river and crossings. “THE HIGH STREET”

Ellon has a pretty good range of shops, cafes, hotels and businesses and Ellon can also begin to promote itself as a regional “hub” for visitors, services. It should shout about itself more. Not every town in the country recognising its excellent location between Haddo House and the Forvie can you buy a pair of trainers, get your watch fixed, go to the library, visit the National Nature Reserve, as well as being an important stopping off point on dentist and get your groceries right in the town centre! It has a great base to the Formartine and Buchan Way. Other parts of this strategy will further build upon, it doesn’t need to try to be another Inverurie...it is its own place strengthen Ellon’s position as this “hub”. TO IMPROVE...NOT REINVENT.

GARDENS

The planned opening of Ellon Castle Gardens could provide a high quality attraction for Ellon that could bring thousands of visitors to the town every year...can this be the catalyst for a more diverse hospitality/ food and drink offer in the town?

The diagram opposite starts to describe a scenario of how visitors may enjoy the town; a visit to the Castle Gardens; coffee in The Auld Square, a walk along the river; play in Gordon Park; looped exploration of railway line and woodland. Finally food in the town centre. This could be an attractive day out, building on current assets and developing an appealing destination for residents and day visitors. Many of the components of this “grand day out” are already there and Ellon should tell more people about what it already 5.3 Castle Gardens: A potential visitor experience… offers (and this can become an even more attractive offer as time goes on). castle [gardens]…cafés [quality selection]…..crafts [local produce]….curlews [and other river life]… Did you know?

❖ The name “Ellon” is believed to come from the Gaelic “Eilean” and probably refers to an island in the River Ythan that would have provided a convenient fording point.

❖ Notable people associated with Ellon include the footballer Paul Sturrock and percussionist, Evelyn Glennie.

❖ The craft brewer Brewdog, located in Ellon since 2013, now has over 50 bars in the United Kingdom and 24 international bars

5.4 Drawing of Ellon as a stop-off point and a gateway to countryside, castles and coast. 6. Connecting Ellon

“Connecting Ellon” is about creating a welcoming town centre with good walking, cycling and vehicle networks.

Centre Ellon has a lovely scale to it; a village charm with curious closes, wynds and back-courts leading from Bridge Street, Market Street, Station Road, which encircle a really well-defined centre. It is easy to “read” as a place but there could be real improvements in terms of how people get around it. This is the crux of the issue in the town centre; it is a village centre with a What the community said larger town encircling it. The small scale village centre hasn’t protected itself from the town traffic and the expected free movement of vehicles. It is by no means a terrible place to walk around but it does feel uncomfortable in the main streets. Bridge Street (the “High Street”) is noisy with large vehicles passing through...it is not really a relaxed village centre. In order to encourage people to spend time in the centre, it needs to “feel” like a place you would want to spend time in. Market Street is the main A Road through the town; it has pinch points on pavements and feels intimidating in parts. Station Road has its own character; one way, both quiet and local yet without speed restrictions for people passing through.

In between these primary routes at the perimeter of the town centre, there exists a large expanse which is sometimes described as “the Backlands”. This is a collection of private parking areas to service the street facing edges. Threaded through this is network of secondary routes. This holds much potential as a place of low key character, almost an insight into the historic past (sheds, chimneys, gardens) Can this area be lifted with new routes and increased movement, a sprinkling of trees (perhaps in under-utilised spaces), an extension of the public art offer - stories and surprises to be discovered?

6.1 Ellon: Big traffic in a small place Local Connecting Ellon Feedback from the community has been strongly in favour of making more of the active travel initiatives and existing routes in the town. Encouraging PARKING LOCATIONS greater movement between the outer town to the inner town centre must be a key aim; not just fewer cars...more people! When arriving in most towns up and down the country, you would expect to be guided to good scaled public car parks on the edge of the historic core of the place. At the car park you would probably see information about the Did you know? town, its attractions and directions to those. At the attractions, you find ❖ The Formartine and Buchan Way, which passes through Ellon, largely information about historic aspects, famous townspeople, new initiatives and runs along the route of the former railway and is one of “Scotland’s so on. This infrastructure and connectivity seems a little thin in Ellon and it Great Trails”. would benefit from a hierarchy of welcome, arrival and guidance signage and interpretation around the town centre. ❖ The river Ythan has a length of 60km, rising near the village of Ythan wells and flowing through Ellon into the North Sea at Newburgh.

❖ The recently opened Aberdeen Western Peripheral Route was first mooted in 1952!

Further Afield The town sits on the Buchan and Formartine Way. It is a stopping point waiting to happen to service existing cyclists but also a possible new wave of electric cyclists and electric motor vehicle users! It is also well-placed to be the “hub” for people to visit other regional attractions.

6.2 Parking- Expectation and Opportunity: Arrive and be guided to parking at edges of the village centre. Walk in and around the centre with clear signage and interpretation. Much opportunity to enliven these spaces, can they be enjoyed by locals and visitors and considered as more than under-used car parks? Greening

Artwork

WYNDS AND WANDERING

The town centre benefits from a large uncelebrated area, behind the main streets - ‘The Backlands’; part public / part privately owned. It offers visual connection between Market Street and Station Road, a degree of physical connection North to South and East to West. It could be reimagined through incremental change - following a clear strategy. Achievable small steps - perhaps with school input, youth interest and energy, aligned with input from other people in the local community.

6.3 The ‘backlands’ offer routes through the centre, Signage visual connection to woods and water, a glimpse of village past. TRAFFIC

Ellon would benefit from a traffic study. What is appropriate, what is necessary, what is missing, what is achievable? It has been clear from the Ellon Now, Ellon New engagement activities that traffic management arrangements currently are not working as well as they could to help create an accessible and attractive place for residents or visitors. The town has a new link to Aberdeen, it has strong arrival points - but these may not be working efficiently or offer attractive arrival into the town.

6.4.2 Promoting Ellon as an outdoors and active town IMPACT OF NEW DEVELOPMENTS 6.4.1 Celebrating the bridges throughout the town The town has two vacant sites to the north of the town centre - the old Academy sites. An outline strategy exists for the development of these, which will no doubt have an impact on movement of vehicles and pedestrians. This could present opportunities. For example, can these developments offer benefits to initiatives such as the Castle Gardens? Is there an opportunity for town shared parking at weekends for instance? 6.4.3 Adding to the town’s surprising public art AND DON’T FORGET, CONNECTING PEOPLE!

People are most important component in any town. There are clearly strong connections in Ellon; clubs with long histories and traditions; organisations focused on amenity and public space improvements; recent event champions and emerging visitor focus organisations. The relationship between these is key to a shared sustainable, achievable and ambitious strategy for the long term vibrancy of the town. The ability to engage people 6.4 Great Place to Visit! in the local community in working to deliver positive change for the town is crucial. 7. Enriching Ellon’s Town Centre

“Enriching Ellon’s Town Centre” is about enhancing the town centre with new commercial and community-led activities.

Quality Retailers The town has a reasonable range of shops and services at present. However, what has come through strongly in the Ellon Now, Ellon New community engagement has been the desire to strengthen this offer with a different type of retailer, not currently in the town. This could be a national retailer that would both provide a service and give a sense of town centre scale but which would ideally offer a quality, distinctive offer to complement what is already in the town centre. Successful towns of Ellon’s scale in other parts of Scotland commonly offer an attractive environment to spend time in complemented by a strong retail offer that includes distinctive independent retailers complemented by good quality brand-name retailers. They typically have a strong day time and evening economy and provide a space for people to carry out whatever business they wish but with a good food and drink offering to help encourage people to spend time there. They often have a strong business community with good support from the people that live in the town. Can Ellon town centre challenge itself to support existing retailers?

7.1 Revitalised and welcoming town centre What the community said

Family Focus Whilst the town benefits from seriously good outdoor natural amenity, it does lack some family appeal and leisure destinations. Can the town imagine a play centre, perhaps community run or as a commercial enterprise that attracts families in the first instance - followed by a wander, a coffee and bit of shopping?

Did you know?

❖ A castle of some sort has existed in or around the location of the current town centre since the 13th century. The food and drink market is of huge importance to the town. The diversity ❖ The Ellon Farmer’s Market is held on the fourth Saturday of every and quality mix is key to encouraging evening business and improved month in Neil Ross Square, between the months of March and weekend footfall from residents and visiting public. Is there a new mid-range September. restaurant sourcing local produce just waiting to open in this lovely village centre? ❖ The Aberdeenshire Ordnance Survey Name Books of 1865-71 tell us that: “This village is beautifully situated on the north bank of the Ythan, Businesses that responded to the Ellon Now, Ellon new Business Survey told and is much frequented by visitors in the summer season.” us that they wanted to see a better retail offer in the town centre and also greater footfall. A number of the elements outlined in this strategy are about achieving this. The strategy for the town centre should also encourage existing businesses and challenge new entrepreneurs to invest in the town. Young People The availability of social facilities and opportunities for young people (especially teenagers) is often a challenge in small towns, as the critical mass often does not exist to provide things like commercial cinemas, which their peers in larger settlements often benefit from. However, community-led 7.2.2Building on outdoor initiatives can make a real difference and there are already community activity and spectacle efforts in Ellon forming to develop a “wheel-based” facilities as combined biking / skate park. Initiatives such as this need to be supported and nurtured.

Enriching Ellon’s Town Centre 7.2.1 Developing the local produce offer A STRONGER RETAIL CORE

Neil Ross Square and Bridge Street are the heart of the town centre. These areas need to have a vibrant retail presence. At present, there is criticism of there being Aberdeenshire Council facilities in Neil Ross Square that “crowd out” possible quality retailers. As Aberdeenshire Council moves forward with a plan to vacate these premises, a strong focus on selling the “opportunity” 7.2.3 Maximising local and unique shops of Ellon to quality retailers will be needed. This also applies to other vacant sites and a targeted strategy is needed to match what retailers want and what these sites, and Ellon as a whole, can offer.

ENHANCED FOOD AND DRINK OFFER

The food and drink offer may best be focussed on the main public spaces. A new enterprise has recently opened on The Auld Square and such investments are to be welcomed encouraged further. One can imagine a future where both the Auld Square and Neil Ross Square have a number of 7.2.4 Weekly / Monthly events food and drink destinations, across daytime and evening, providing presence, character and appeal to the town centre. 7.2 Great Place to Stay! EVENTS AND FESTIVALS Can these events offer more to the town through Ellon already has a unique set of events that celebrate the natural amenity and better promotion, other aspects of the town; this includes a mix of specific annual events (usually an improved visitor community-led) and the regular Farmers Market. These could be supported to offer and a be more sustainable and to grow through marketing, additional activity, new combined events participants and business and general community support. Over time, strategy? developing individual events into festivals of longer duration could help to attract more day and overnight visitors and establish Ellon as a visitor “hub”.

7.3 Community- Events and Festivals: There is a healthy calendar of events in the town bringing residents and visitors from further afield to the town. ADVENTURE AND PLAY

The town centre, including its semi-rural setting, can also be a place where activities take place and which attract families and people of all ages to spend time. The idea of a cycle / skate park facility has been raised and is at the early stages of development as a community-led activity. There is potential to link this into wider active travel (walking and cycling) activities, assessing possible locations (Gordon Park, Deer Park, riverside) and enhancing the amenity value of the Ythan more generally.

COMMUNITY-FOCUSED ACTIVITIES AND FACILITIES

Station Road currently provides community facilities through the library, Kirk Centre, Church, Council services and so on. Can this be strengthened in a strategic way through the approach either as part of development on the old Academy sites or within alternative properties that are freed up and which could be transferred into community use; for example, for play, performance, arts and crafts?

7.3 Youth wheeled space Former Ellon Academy Redevelopment Sites

Aberdeenshire Council published a Masterplan Design Statement on the The reconfiguration of existing sites (for example, Aberdeenshire Council former Ellon Academy sites in December 2018, following its own offices) means that the existing premises will become available for consultation and investigation about the future of these sites. A phased alternative uses (and, potentially, Community Asset Transfer in some cases). approach to the development of these sites is envisaged, including: The redevelopment of these sites is likely to take place over a number of years but it will be important for a number of the “projects” described later ❖ New Aberdeenshire Council offices to be part of the communications loop as to the development of the sites ❖ Family Resource Centre and how it is unfolding. ❖ New mainstream housing ❖ New extra care housing ❖ A new health hub.

The contents of this design statement do not run counter to the aspirations set out in this “New Thinking” document and, in particular, the aspects of the design statement that reflect the need for the development of the site to ensure effective connectivity with the town centre and with adjacent woodland and Castle gardens are consistent with what is proposed here. The employment and activity brought about by these investments should benefit the whole town and the town centre specifically.

There is scope for some of the aspirations and issues identified herein to be reflected in these developments. For example, the new development might be flexed to provide community space to recognise the needs of some of the “projects” described later. There might also be an opportunity for this site to provide sufficient parking at appropriate times for users of the town centre as well as staff using the facilities: this could allow for some of the public space improvements described in this document whilst ensuring that the level and location of parking remains appropriate to the town’s needs. 8. Improving Ellon’s Public Spaces

“Improving Ellon’s Public Spaces” is about enhancing existing public spaces that the community will be proud to use.

Ellon has well defined public spaces that don’t work sufficiently hard for the community or as visitor attractions. Neil Ross Square is the source of much discussion; currently a decent place, serving many retailers and as an events space and thoroughfare East / West. It is a little tired now and would benefit from lighting, hard and soft landscape, potential additional shelter [wind] improvements. It is well served by public access off Bridge Street and by adjacent parking- it should be an appealing retail / food and beverage setting for day-to-day activity and special events.

What the community said

8.1 Relax, Eat, Fun Great place to hang-out at night; great cafes and restaurants, nice relaxed character and regular film nights

EVENING

The place to start a visit, meet friends, have a coffee and chat, people watch; a modern place in the historic village centre

DAYTIME

Centre of events 8.2 Neil Ross Square in the town; the xmas festivities, A public place than can operate as a multi-functional ‘events on the gathering point, serving day to day activity and special island’, place of event. prize-giving, performance and pageantry. EVENTS impact planting

Huge potential to make more of the structures; can they lighting provide an enhanced welcome and become a focal point in town centre?

window display anchor tenant active frontages

8.3 Neil Ross Square accessible surfaces The town centre and main public space, well located but a little tired and in need of re-thinking. bringing inside to outside clutter free Physical Activity: 8.4 The River Ythan Major park and sports facilities exist at the ends of the town; can these be strategic Natural tributary - connecting people, activities, anchors of physical activity with a sequence of wildlife through and across the town centre. additional amenity between e.g. play park, skate park, climbing walls etc? 8.3 Gardens: Planted spaces and horticulture exists along the river route and castle gardens can be linked back to the river walk; can this be viewed as a connected sequence of tended horticulture spaces through the town?

Movement: Bridges and paths connect into and across the river; is there a wider strategy required to encourage greater pedestrian/cycle movement from Nature and residential areas into the town? wildlife: Riverbanks and wild landscape sit on either side of the river; is there an opportunity to develop a strategy for access and wildlife appreciation?

The riverside is well used as a pedestrian / cycle tributary. The Ellon Now, Ellon New community engagement activities suggest it is well thought of and respected as a place but perhaps under-utilised. It is a strategic link between town and community campus and an East/West connector of people to the centre and part of a wider active travel network. It is the green infrastructure that is bookended by places of leisure and sporting amenity (the Meadows and Gordon Park); is this sufficiently recognised? As a place it is effectively a linear park with a natural character, crossed at several points and with some places to sit. It could offer more and enrich the town as a place of increased public activity; play/ adventure/ picnic/ wildlife spotting/performance/ sport. Does the riverside have a strategic role in further settlement development adjacent to the community campus? 8.5 Enriching Ellon’s Town Centre Directing- Neil Ross Square is the centre- direct people to the river and other main assets from here

New routes- consider enhancing or adding connections to [and across] the river

Play- consider new activities to Access- enhance the access and route on make more of the space this side of the river as a looped walk

Access- Improve access to the waters edge for greater enjoyment with steps and terraces

Links- Make more of the existing routes to the river- improved signage and interpretation

History-direct visitors to the bridge, tell it’s story and enjoy the views

The River Ythan: A major natural public space, linear connector and great amenity- right in the town centre. Nature on the doorstep- can this side have more amenity; bird-watching decks, glamping opportunity, improved paths? 8.6 The Auld Square Great potential to be a valued public space in the town with appropriate balance of parking to usable public realm [start with this end].

Soft protective edge

Remove parking to / from public realm

Signage and interpretation Traffic calming Give the monument some breathing space

Reduce the tarmac

The (Auld) Square is the historic heart of the town but is a sad parking space rather than welcoming gateway to the core of Ellon. It deserves better as an arrival point to visit the town, as a civic space and as a public space to hang- out and sit in the sun. “Quick Wins” under the Promoting Ellon Theme 9. Key Projects Ellon Guide and Ellon Card

This would be a project to make local people especially, but also anyone else This document has set out a vision and strategy, which has been developed that comes to Ellon to work or visit, more aware of what the town centre by local people in partnership with the study team. It sets out an exciting, already has to offer and also make people more aware of the best ways of achievable and sustainable future for Ellon’s town centre. The strategy has getting to the town centre and, where relevant, parking arrangements. It been brought together under specific strategic themes and a number of would include the distribution of a well-designed Ellon Guide with an projects have been highlighted to take the strategy forward. attractive town map that would be widely distributed in Ellon and beyond There is a lot to do but we can start now! (both in paper and electronic form). In addition, local businesses would be engaged in a specific promotional activity. For example, this might involve an “QUICK WINS” Ellon Card being distributed with the guide; this would require people to visit We have identified a selection of “quick win” projects which can start to be a certain number of the participating retailers and service providers over a delivered during 2019; work can start on these straight away. given period and people would then be entered into a prize draw to win one of a number of prizes (including some to be provided by local businesses). The first “quick win” applies across all of the projects described herein and should be to further engage the community and build the volunteer base. Ellon Now, Ellon New has already made a significant contribution to this by identifying numerous individuals and groups that have an interest in enhancing Ellon through the sorts of activity mentioned here. It is proposed to further this by delivering an initial Community Forum, which will include a range of events and approaches to communicate the plans and get people engaged. In particular, this will bring together the various agencies and stakeholder groups that may be involved in delivering the various projects and will let people in the local community know how they can be involved.

9.1 Ellon Guide Map [Concept Draft] “Quick Wins” under the Connecting Ellon Theme “Quick Wins” under the Enriching Ellon’s Town Centre Theme

Open for Business – Mobile Tourists

This project would seek to take advantage of both the growing mobile home tourism business and growth in electric vehicle ownership. It would involve a simple message to mobile home tourists (through social / digital media as well as “traditional” approaches) to say that the town is “open for business” and that mobile homes can be parked at designated locations overnight, in and around the town. This would let the town “dip its toe in the water” in relation to looking at the potential for a more formal “service station” base for mobile homes or other types of informal / mobile 9.3 Temporary interventions to attract accommodation. Along with this, enhanced “fast charging” facilities for new and existing town visitors electric vehicles (and the promotion of these) can help to attract this particular group. Summer (or Autumn) on the Island

Inspired by Ellon’s island name, this would be a community-driven programme aimed at generating activity, interest and fun in the town centre. Building on the idea of a place of exploration and discovery, the idea would be to create a programme of events every weekend over a given period (perhaps Summer 2020 or even Autumn 2019) which would allow residents and visitors to come along and experience something new in and around the town. A calendar of events would be developed, which might include things like: family treasure hunt; film evenings; sandcastle competitions; exotic plant sales; music performances; informal sporting competitions (e.g. table tennis); cocktails and street food evenings; community awards evenings. This calendar of events would complement the existing Farmers Market and other specific events. Neil Ross Square could be a focus for this activity, 9.2 Mobile Tourists - active travellers with expectations for food and entertainment involving low cost, high impact “dressing” of the square to provide scene setting and direction for this programme of events, helping to promote a new identity for the town centre. “Quick Wins” under the Improving Ellon’s Public Spaces Theme Ellon Impressions

We can make an immediate impact on the visual appeal of Ellon through a public art project that would aim to give greater visual appeal to certain parts of the town (such as the “Backlands”) and parts of the town centre where there is currently vacant space or vacant shop fronts. This could, for example, involve local schools, artists and businesses and would involve the creation of attractive and accessible public art on temporary display boards, providing points of interest for local people and visitors alike. This would complement and build upon previous public art activities in the town.

9.4 Temporary artwork to draw attention to and encourage access to public space PRIORITY PROJECTS Priority Projects under the Enriching Ellon’s Town Centre Theme

The pace at which the different aspects of the strategy can be delivered will Project What would this be about? depend on a number of factors: the availability of local community Attracting additional Work has already started on identifying and making contact with “champions” to take things forward, how these projects fit with other things quality retailers good quality retailers that could take up existing space or space going on (such as the potential relocation of Council facilities), the funding that may become available in the town centre in the future. The aim will be to attract retailers that will attract more people into that can be secured for different projects and so on. Of course, local people the town centre and who will enhance the overall character of the and groups are already moving forward with some of these projects (Castle area. Gardens is a notable example) and this is to be warmly welcomed. New ideas Developing and Ellon already has some great events and festivals but there is a will continue to be identified. It is hoped that this strategy shows how these supporting Ellon’s need to give these an additional push and support to make them a fit into the “big picture”. events and festivals real asset to the people of the town and to visitors. At an early stage, a “calendar” of festivals can be produced and disseminated At this stage, some specific priority projects have been identified based on but there will also be a need to identify support and funding to community input alongside an assessment of where the most positive further enhance existing festivals and to help with the development of new ones, recognising the time and effort that changes can be made most quickly. local people put into these.

Priority Projects under Connecting Ellon Theme Priority Projects under the Improving Ellon’s Public Spaces Theme

Project What would this be about? Project What would this be about? Active Travel This will bring together some of the ideas around walking and Enhancement of Neil This is seen as the real “hub” of the town but is an area that could cycling routes within and beyond Ellon into a specific “active Ross Square be much more of an asset, with greater visual appeal and travel” project. There will be an opportunity to tie this into some of functionality. The intention would be to bring together the owners the other ideas identified; for example, in relation to maximising of the square with local people and relevant agencies to identify the River Ythan as a public space and youth and family-friendly how the square could be improved with the needs of local people cycling and skate park facilities, and visitors in mind. Review of traffic flows This is an important issue for how people access the town centre but also to its attractiveness as a retail and visitor location – a place that people want to spend time. It is a complicated issue and The impact of these projects may not be felt immediately but work can start there are various views about how to proceed. In the first instance, on them now, to develop up specific plans, identify “champions”, identify it is proposed that a thorough review of the options be delivered, partners that could help, source funding and other resources, and so on. taking account of the wider aspects of this strategy and other potential developments in the town THE FUTURE “SLATE” OF PROJECTS Promoting Ellon ❖ Continuation and development of the “Ellon Guide and Ellon Card” and similar projects into the It will be important not to lose site of the overall strategy as these “Quick future. Wins” and “Priority Projects” are delivered. A wider “slate” of projects ❖ Development of a brand identity for Ellon Town Centre. ❖ A promotional campaign to promote Ellon to people in the surrounding area and further afield, should be maintained, which can be implemented as resources become focusing on its retail offer and its built and natural heritage. available, some projects may arise out of some of the work described above Connecting Ellon ❖ Potential changes to traffic management arrangements arising out of the proposed review of traffic flows. (such as the review of traffic flows) and, of course, some projects are being ❖ Reimagining of the “Backlands” to enhance it in terms of physical connections and visual delivered on an ongoing basis in any case. Proposed projects for this “slate” amenity. are summarised over the page (these are not presented in any order of ❖ Improved signage and interpretation across the town centre, including at parking locations. ❖ Consideration of opportunities to provide shared “fringe of town” parking at busy times. priority): ❖ Development and attraction of new types of visitor accommodation to Ellon. Enriching Ellon’s Town Centre ❖ Continuation of efforts to maintain a high quality and diverse set of retailers (this to be recognised as an This “slate” of projects (including the “quick win” and “priority” projects) ongoing issue). cannot include every individual idea that emerged from the Ellon Now, Ellon ❖ Support for the ongoing development of the Castle Gardens project. New discussions and nor is it intended to exclude projects that any public or ❖ Continued support for the development of a vibrant events and festivals programme in Ellon. ❖ Development and attraction of family-focused activities, which could include indoor or outdoor community partner might wish to bring forward. Indeed, it is possible that, play, and associated facilities, and aim to make the town centre more of a destination for on further investigation, it may not be possible or advisable to deliver some families. of these projects. ❖ Development and attraction of youth facilities, including a potential cycling / skate park facility. ❖ Enhancement and / or development of community-focused facilities and activities (for example, for play, performance, arts and crafts, community social space). They are, however, reflective of the most common and popular ideas Improving Ellon’s Public Spaces ❖ Continued public art activity, building on the proposed “Ellon Impressions” project. identified in the Ellon Now, Ellon New engagement activities, with a ❖ Reorganisation of the Auld Square as a shared civic space, with traffic calming, reduced parking particular focus on the sustainable enhancement of the town centre and better separation between road and public spaces. specifically. It therefore aims to provide a useful starting point for delivery of ❖ Physical improvements to Bridge Street (the nature of these would be influenced by the outcome of other work such as a review of traffic flows and the potential enhancement of Neil the overall vision and strategy. Ross Square). ❖ Identification of opportunities to make the most of the River Ythan as a public space (this potentially tying in to other projects in relation to things like active travel, play facilities and so on). 9.5 Slate of Projects ❖ Floodlighting of significant buildings, bridges, monuments and other public spaces to give added interest and character to these locations. ❖ Support for civic pride activities such as planting and community tidy-ups. Making it Happen!

It is important to remember that this strategy is for (and by) Ellon’s These lead partners will establish appropriate teams for each project. The community as a whole and that the concerted efforts of a range of different stakeholders to be involved could vary but might include some mix of the stakeholders will be required, over time, to be able to deliver as much as following: possible of what is described herein. The biggest worry that people have is ❖ Representatives of any existing community groups that have a likely to be “will anything change”? The answer to this must be “yes” but to particular interest in each theme. make this so needs the involvement of different people and groups within a ❖ Other members of the community that express an interest in getting structure where everyone has a clear understanding of their role and how involved in this work (with the Community Council also being invited to they can contribute. send a representative). ❖ Representatives of the local business community, appointed through an Each of the projects described above is different; some may be taken organisation such as Ellon Traders or the fledgling Business Association. forward by individual public agencies, some may be led by existing ❖ A member of Aberdeenshire Council’s Area Office team, who would act community groups, some may need new groups to be formed or existing as a conduit back to the Council and other public agencies. groups to take responsibility for the project. As a starting point, ❖ Representatives of other public agencies that may have a particular Aberdeenshire Council’s Area Office team is leading the process of interest in each theme. identifying and engaging with potential lead partners for each of the “quick win” and “priority” projects described in this document. The “Community Forum” mentioned earlier will communicate the outcomes of this Ellon Now, Ellon New process and this “New Thinking” document, explaining to people how they can contribute (including as a volunteer in taking forward the projects identified). In the meantime, lead partners (once identified) will begin the process of taking these projects forward.

Ellon’s communities will be brought together regularly to review progress in the delivery of this strategy, considering how priorities and potential areas of activity may change, and will be given maximum opportunity to make an active contribution to specific projects. For more information, please contact Samantha Rawlins at Aberdeenshire Council ([email protected]; 01467 536454 / 07884 547362).

You can also find out more at www.facebook.com/ellonnew