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Appendix 1 24315 Morecambe Bay Partnerhip.Pdf i Coastal Communities Fund Round 3 Stage 2 Application Destination Morecambe Bay Morecambe Bay’s Coastal Communities Scheme (Round 3) CCF3/E/170 Our Destination Morecambe Bay partners Contact Susannah Bleakley, Morecambe Bay Partnership Manager Morecambe Bay Partnership |The Factory | Castle Mills | Aynam Road | Kendal |Cumbria |LA9 7DE Tel: 01539 734888 | Mobile: 07552 063 607 | Email: [email protected] Table of Contents 1. Executive Summary .............................................................................................................v 2. Organisation Summary ......................................................................................................10 2.1 Morecambe Bay Partnership .............................................................................................................10 2.1.1 Building on our experience .............................................................................................................10 3. Scheme Background ..........................................................................................................12 3.1 Morecambe Bay - Key Socio-Economic Issues ...................................................................................12 3.2 Morecambe Bay – Untapped Tourism Potential................................................................................13 3.3 A new Brand – new opportunities .....................................................................................................14 3.4 Challenges: Why the Bay economy is under performing...................................................................15 3.6 Bay Visitor Numbers and Impact .......................................................................................................15 3.8 Tourism Trends ..................................................................................................................................17 3.8 Developing Destination Morecambe Bay..........................................................................................18 3.8.1 Marketing Destination Morecambe Bay.........................................................................................18 3.8.2 A Destination for All........................................................................................................................18 3.8.3 A Destination for Cycle Tourism......................................................................................................19 3.8.4 A Destination to Celebrate..............................................................................................................20 3.8.5 A Destination to Experience...........................................................................................................20 4. Strategic Context................................................................................................................21 4.1 Aims and objectives ...........................................................................................................................21 4.2 Gaps in Services and Research...........................................................................................................22 4.3 Achieving the Coastal Communities Fund Outcomes and Priorities..................................................22 4.4 Project beneficiaries ..........................................................................................................................23 4.5 Knowledge about the beneficiaries ...................................................................................................24 4.6 Generation and Selection of Options.................................................................................................24 4.7 Fit with Other Projects.......................................................................................................................25 4.8 Strategic Fit – Broad Economic and Regional Strategies....................................................................25 4.9 Strategic Fit - Tourism Strategies .......................................................................................................26 5. Project Delivery .................................................................................................................27 5.1 Destination Morecambe Bay .............................................................................................................27 5.2 Scheme Themes and Projects ............................................................................................................27 5.3 Cross-cutting themes .........................................................................................................................40 5.4 Job Creation, Outcomes and Outputs................................................................................................40 5.5 Sustainability......................................................................................................................................42 5.6 Maximising Engagement in Destination Morecambe Bay .................................................................43 5.7 Scheme Timetable and Costs .............................................................................................................43 6. Project Resources ..............................................................................................................43 6.3 CCF Board and Partners .....................................................................................................................44 6.4 Delivery Partners................................................................................................................................44 7. Project Costs......................................................................................................................44 7.1 Project Costs ......................................................................................................................................44 7.2 Financial Changes since submitting the Stage 1 Application .............................................................45 8. Joint Funding, In-Kind Funding & Other Sources of Finance................................................45 8.1 Significant Added-Value Through Collaboration................................................................................45 8.2 Secured Funding - Value ....................................................................................................................45 9. Financial Appraisal.............................................................................................................46 9.1 Assumptions and project costs ..........................................................................................................46 9.2 VAT on the Application Form.............................................................................................................48 10. Marketing, Communication and Sales..............................................................................48 11. Monitoring and Evaluation ..............................................................................................49 12. Risk Register ....................................................................................................................50 13. Appendix 1 – Project Plan ................................................................................................54 14. Appendix 2 - Supporting Information................................................................................54 1. Executive Summary Aim of Destination Morecambe Bay Destination Morecambe Bay will make Morecambe Bay the best and most inspired example of sustainable tourism growth in the UK, creating a ‘must visit’ destination that offers a warm welcome to visitors old and new, supporting businesses to deliver more than 400 jobs. We aim to accelerate growth in the visitor economy through new marketing, promotion, facilities, signature events, transport infrastructure and business training. This ambitious Scheme will make Morecambe Bay one of the UK’s fastest growing destinations. It will generate a 3.1% uplift in tourism revenue around the Bay, creating 412 indirect jobs and safeguarding many thousands more, as well as 5 direct jobs paid directly for by the funding. This Scheme aims to: Brand and market Morecambe Bay as a whole, unified destination for the first time (a place with nearly 15 million visitors) Connect the Bay intellectually and physically as one of Britain’s most beautiful coastal landscapes Deliver signature events and develop new creative and inspiring visitor offers Deliver training and build capacity in the private sector to ensure high standards and encouraging more repeat visits. This Scheme will Capitalise and build on £4M of previous investment pushing forward the momentum for growth and renaissance. Deliver a ROI from £1.62m of £3,758 per job Raise the quality and range of the visitor experience and lengthen the visitor season Empowers ‘welcomers’ around the Bay to ensure a warmer welcome Build on exceptional support and buy-in from business, public sector and local communities Deliver a sustainable legacy from a balanced portfolio of projects Improve information about hidden assets opening up the Bay to new visitors. This Scheme is developed from extensive research and backed by very strong statistic and evidence – ensuring the opportunities are well-evidenced. Themes and Projects The 25 projects within the Scheme are presented under the following
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