Market Town Welcome

Destination Plan for Chester-le-Street

July 2010

“Chester-le-Street - a great north market town, home of the Durham Emirates Cricket Ground and proud of its Christian heritage”

Report to Visit County Durham, Durham County Council and Chester-le-Street Area Action Partnership

By Alison Caffyn, with the support of tourism partners in Chester-le-Street

Alison Caffyn Tourism Research Consultant Little Bury Farm Luston Leominster Herefordshire, HR6 0EB www alisoncaffyn.co.uk

Contents

1. Introduction ...... 2 1.1 Background and rationale ...... 2

1.2 Strategic Context - regional, county and town ...... 3

1.3 Process and partnership ...... 5

2. Vision and Objectives ...... 5 2.1 Vision Statement for Chester-le-Street...... 5

2.2 Overall Objectives of the Destination Plan ...... 6

3. Visitors to Chester-le-Street ...... 7 3.1 Survey Results ...... 7

3.2 Current Visitor Profiles and Segmentation ...... 8

3.3 Visitor of the Future ...... 10

4. The Tourism Offer ...... 11 4.1 What does our town offer visitors? ...... 11

4.2 SWOT Analysis ...... 13

4.3 Meeting future visitor expectations ...... 15

4.4 New developments currently planned ...... 15

5. Destination Management and Promotion ...... 15 5.1 The Strategy ...... 15

5.2 The future visitor experience ...... 16

5.3 Destination priorities ...... 17

6. Action Plan ...... 17 6.1 Introduction ...... 17

6.2 Chester-le-Street Destination Plan – Action Plan ...... 19

6.3 Key projects ...... 25

6.4 Common themes to develop with other towns...... 37

6.5 Taking the Plan Forward ...... 39

7. Annexes ...... 40 7.1 Market Town Welcome Template ...... 41

7.2 Market Town Welcome in Chester-le-Street - Participants ...... 43

7.3 Tourism Audit ...... 44

7.4 Visitor Market Segments ...... 59

1

1. Introduction This Destination Plan for Chester-le-Street sets out agreed common priorities for developing and promoting Chester-le-Street as a destination. It is designed to be a working document that can be added to as the town and its partners identify new opportunities for development and is intended to steer a way forward over the next 5-10 years.

The purpose of the plan is to: • Develop the tourism potential of Chester-le-Street and strengthen its identity for visitors • Provide a framework and rationale for investment and development planning in the tourism sector within the town • Identify priority actions • Clarify how partners and agencies can work together to deliver the destination plan

1.1 Background and rationale Objectives of Market Town Welcome The Market Town Welcome Programme has involved developing destination plans for market towns in County Durham. The Programme aims to complement other local and regional regeneration strategies and initiatives and to take a tourism perspective to each of the market towns – viewing them through a visitor‟s eyes as a destination. Four towns had destination plans written in March 2009: Barnard Castle, Bishop Auckland, Seaham and Stanhope. Chester-le-Street‟s plan has followed a year later during spring 2010. The Objectives of the Programme are: • Developing the tourism potential of each town • Inputting to investment/development planning • Harnessing private sector potential • Using the destination plan to support funding bids • Encouraging collaboration and cross fertilisation of ideas • Strengthening the identity of each town for visitors • Boosting the visitor economy in each town Background to Market Town Welcome Market Town Welcome originated in 2008 when One North East commissioned Miller Research and Alison Caffyn to develop a methodology to generate destination plans, initially for six market towns in Northumberland: Berwick, Alnwick, Seahouses, Wooler, Haltwhistle and Amble. Since then Guisborough, Cleveland; Hexham and Morpeth, Northumberland; and now the five County Durham towns have been going through the same process. The Market Town Welcome process was developed to incorporate the principles of the „VICE model‟ for local destination management. This model was developed by the national tourism agencies and Tourism Management Institute to encourage the sustainable development of tourism. It aims to ensure positive outcomes for Visitors, the tourism Industry, local Communities and the built and natural Environment. So the destination plans aim to develop tourism which: • Welcomes, involves and satisfies Visitors • Achieves a prosperous and profitable Industry

2 • Engages and benefits host Communities • Protects and enhances the local Environment Why welcome visitors? The visitor economy is particularly significant in rural areas where there are few alternatives and traditional industries such as agriculture or mining have declined. Tourism has increasingly been seen as a vital element in the regeneration of an area. Not only does the visitor economy support businesses, jobs and the suppliers to those businesses, but visitors‟ spending also helps support local heritage, culture (eg festivals and events) and community services (buses, shops, pubs, post offices). Tourism is also a reason to conserve special buildings, historic buildings, beautiful landscapes and important wildlife sites. Figures for County Durham in 20091 reveal that there were: • 16.34 million day visitors spending nearly £362 million • 1.5 million staying visitors staying 4 million nights and spending about £292 million • Total revenue generated £654 million • Supporting 9,056 jobs directly in the visitor economy and another 2,204 jobs in other sectors indirectly Figures for Chester-le-Street in 20062 estimated that the district received 2.6 m visitors spending £67m, supporting 1,346 jobs.

1.2 Strategic Context - regional, county and town The strategic context for this work is the Regional Economic Strategy which aims to foster the renaissance of key rural settlements as drivers of regional growth. The North East England Tourism Strategy (2005-10) identified market towns as key elements in the attraction of the North East for visitors and proposed that towns should develop plans to make improvements in facilities to meet the needs of increased visitors. It highlighted the potential for making more of regional food, improved shopping and public art as well as basics such as visitor information and signing. Studies have also been completed into developing cruise tourism along the North East coastline and into the potential for making more of events and festivals. A new regional Tourism Strategy is in preparation By One North East which aims to significantly improve visitor yield and tourism growth – increasing the numbers of visitors and earnings per visitor, whilst reducing seasonal and spatial disparities in growth across the region. In terms of the positioning of the North East‟s tourism product the following table illustrates the current thinking going into the new strategy and has been borne in mind in developing this destination plan.

1 STEAM

2 2006 STEAM breakdown quoted in CLS Draft Tourism Strategy 2007

3

Other key documents are studies on maximising the potential of heritage tourism in the North East, led by ONE, English Heritage and the Museums, Libraries and Archives Council and the Framework for North East England‟s Coastal Visitor Economy produced in 2006. At a County level the key document is the County Durham Area Tourism Management Plan (ATMaP) produced by Visit County Durham (VCD). It identifies priorities for a successful visitor economy in County Durham as: • Business Performance • Information Services • Marketing • Product Development • Visitor Experience • Workforce Development The development and implementation of Market Town Destination Development Plans is listed as a priority within the ATMaP, with the aim of extending visitors stays by optimising the potential of town centres to draw visitors into rural areas, providing rural service centres for visitors. VCD‟s role is to take a strategic overview and ensure connectivity between the plans. Several relevant studies have been undertaken locally in Chester-le-Street over the last few years. These include: • Chester-le-Street District Regeneration Strategy 2006 • Tourism Strategy and Action Plan for Chester-le-Street District 2007 • Chester-le-Street Town Centre Master Plan 2008

The District Strategies usefully compiled data on the current situation and outlined priorities for the next few years. However with the demise of the District Council and shift to unitary local authority the context and potential delivery mechanisms have changed significantly. Both plans have been revisited and key issues incorporated into the thinking behind this destination plan.

4 The Master Plan document aimed to inform the Local Development Framework and future planning of the town centre. It identified a range of development opportunities and areas for environmental improvement. The plan is by nature ambitious and many proposals are unlikely to be realised in the near future, particularly given the economic recession. However it provides a vision of how key areas of the town centre could be developed and improved and addresses important issues such as the connecting links between the riverside and Front Street. Some of the proposals which are most relevant for tourism have been incorporated into this plan for further discussion and possible action.

1.3 Process and partnership Each town in County Durham followed the Market Town Welcome template or process which has been developed to be as inclusive as possible, working with a local group in each town which includes tourism businesses, local groups and organisations as well as the local authorities and Visit County Durham. The template (see Annex 7.1 for the full model) works through the following stages, which also help structure this destination plan:

1. Understanding the rationale - why welcome visitors, what are the benefits for a town? 2. Identifying current and future visitors to the town 3. Identifying what the town can offer visitors 4. Considering how well the town meets the needs of its visitors now and in the future 5. Understanding how tourism is resourced, promoted and managed in the town

6. Understanding the town‟s strengths and weaknesses 7. Creating a vision of where the town wants to be in 5 – 10 years from a visitor perspective 8. Identifying priorities and actions in order to achieve that vision Each town also undertook:

• An audit of the tourism resources in and around the town • A survey of local visitor facing businesses • A review of other relevant research including visitor segmentation studies undertaken for One North East and County Durham Tourism Partnership in 2007 and the 2008 County Durham Visitor Survey, unfortunately there is no recent visitor survey for Chester-le-Street itself. • A review of all local strategies and plans which the Destination Plan needs to link into and complement (outlined under 1.2 above). Three workshops were held in March, April and May 2010 attended by a wide range of local businesses and partners involved in tourism. The attendees discussed the key elements of this plan, the target markets, the vision for Chester-le-Street as a destination and identified and prioritised the action points. 2. Vision and Objectives

2.1 Vision Statement for Chester-le-Street

By 2020 Chester-le-Street will be renowned as a great north market town, home of international cricket in the North East and proud of its Christian heritage.

5 With Beamish Museum, St Cuthbert‟s Church, the Anker‟s House and Lumley Castle visitors will be drawn to discover Chester-le-Street‟s fascinating history; from Roman times through to recent social and mining heritage and its important place in the Northern Saints Trail. The more modern attractions of the Durham Emirates Cricket Ground set beside the beautiful River Wear and the scenic Riverside Park are great venues for relaxing and events. The town is an attractive and convenient base for exploring the wider Durham and Newcastle areas.

The first sentence or a shorter version of it, could be used as a possible strapline: “Chester-le-Street - a great north market town, home of the Durham Emirates Cricket Ground and proud of its Christian heritage”.

There was some discussion as to whether Chester-le-Street is or will still be a market town in future. It has had a market for centuries, has a large market square and three markets a week – but the quality of these is felt to have fallen considerably and may continue to do so. Given that this is an optimistic vision and an action is recommended to support improvements to the markets it is felt that the term should be used and strengthened. However if the markets disappear in time this should be revisited.

To fully achieve the vision Chester-le-Street will need to: address the markets issue, • strengthen the presentation of its heritage offer • grow the number of events held at the Cricket Ground and elsewhere in and around the town

There was also discussion about to whether the River Wear should be included in the main strapline. The river is a major asset – it is made accessible at the attractive Riverside Park and via riverside walks. The Emirates Ground was until recently known as the Riverside. Three of the town‟s main attractions – the cricket ground, Lumley Castle and the Park are all on the river. However the river is still physically 5-10 minutes walk from the town centre and not visible from the main shopping areas. Including the River Wear or Riverside in the one line version of the vision should be an aspiration for the town to work towards. To achieve this Chester-le-Street will need to: • improve the access routes and signage between the riverside and town centre • preserve the attractiveness of the riverside and increase access to the riverbanks and water. use more imagery of the river and Riverside Park in town promotions and marketing.

2.2 Overall Objectives of the Destination Plan

The objectives of this destination plan are:

1. To strengthen and promote Chester-le-Street‟s identity as a visitor destination for heritage, events and sports lovers and for those needing an attractive and convenient base from which to explore Durham and Newcastle. 2. To build on the reputation and future development of key attractions such as the International Cricket Ground, Lumley Castle and Beamish Museum to encourage more visitors and better links to the town centre. 3. To develop a sustainable, year round visitor economy offering excellent service, quality food and drink, enjoyable events and value for money; generating repeat visits.

6 4. To better promote and enable visitors to enjoy Chester-le-Street‟s heritage particularly its unique Christian heritage and integrate this within the wider Durham and North East heritage offer. 5. To invest in town centre environmental and infrastructural improvements to improve linkages between the Riverside and Front Street, clear visitor signposting, maps, coach parking and support facilities such as toilets. 6. To increase the volume and range of quality accommodation, retail and food and drink offers in the town to meet future visitor demand, including the town markets. 7. To attract more visitors by organising and hosting events, competitions and promoting local heritage, sport and culture, working with venues such as the International Cricket Ground. 8. To encourage more visitors to walk and cycle around the town and to explore the riverside, local countryside and nature reserves. 9. To encourage existing businesses to continue to invest in their properties and services and to encourage new business investment in the town. 10. To encourage and support collaboration between local organisations and businesses to enable joint delivery of the destination plan actions.

The objectives will be delivered through the action plan at the end of the plan and proposals for monitoring progress are included in section 6.4. 3. Visitors to Chester-le-Street The visitor is central to the Market Town Welcome approach. It is important to consider the town from the visitor‟s perspective not that of a local person. Key questions to consider include: • What types of people visit our town currently? • Where from and for how long? • Why? – what motivates them? • What do they like and not like about our town? • What will visitors be looking for in the future, are trends changing? • Which visitors should we focus on attracting and catering for? • How can we meet or exceed their expectations?

3.1 Survey Results Recent visitor surveys can help answer these questions. The overall profile of visitors to County Durham from the 2007 North East visitor segmentation survey is as follows: • Slightly higher proportion of holiday makers than people driven by events/ activities • Oldest holiday makers of the 4 sub-regions - 30% over 55 • From NW and Yorkshire origins • Mainly couples • Staying 3 nights or less (shorter than average) • Hotels are most popular - plus an even split of guest house/ self catering/ camping/ caravanning which combined account for just under half of accommodation used

A new regional visitor survey is being undertaken in 2010 which will provide more useful data on current visitor markets. There is no recent visitor survey for Chester-le-Street – a gap that could be

7 addressed as one of the actions in the plan. This would help scope out visitor demand for accommodation, attractions, events etc.

The business survey undertaken for Market Town Welcome (2010) also produced some useful results on current visitors. 30 businesses completed the survey. They said that business and day visitors were the most important types of visitors for their businesses currently.

Visitor types to local businesses

Main/second holidays

Short Breaks

Overseas visitors

Business visitors

Coach groups

Day visitors

School visits

Special interest

0 0.5 1 1.5 2 2.5 3 3.5 4

Importance 1= Low Importance 5 = Very Important

Businesses were asked what activities their visitors undertook and these included: Business • Watching cricket matches • Visiting Beamish, the Sage, • Weddings especially at Lumley Castle, • Using the town as a holiday base, • Passing through the town • Eating and drinking • Visiting students at University • visit friends and relatives • Sightseeing • Shopping

3.2 Current Visitor Profiles and Segmentation Tourism bodies across the region and much of the UK are using the ArkLeisure visitor segmentation model to help understand who current and potential visitors are and to assist in making decisions about which types of visitor to focus upon. The model divides the UK population up into eight segments based on people‟s values and outlook on life.

The model can help predict people‟s aspirations and how they spend their discretionary time and money. Those people at the top of the model are more likely to be influenced by innovation, fashion and change. Those on the left hand side are more influenced by media, friends and peer groups, those on the right hand side are more independently minded and self-referenced.

8

Detailed research in County Durham during 2007/8 revealed that the four segments which currently visit the county are: Functionals (40% of County Durham‟s visitors currently) • Lower spending & thrifty value for money seekers. Like heritage, nostalgia, culture, gardening, rural holidays, enjoy attractions, self catering, traditional values. Traditionals (12%) • Mainstream, with traditional tastes. Enjoy attractions, scenery, heritage, culture, gardens, peace, Dining and service is important. Older on average. Likely to return for repeat visits. Discoverers (12%) • Independent. Like exploring and investigating new things and places, history and culture, educational or fun things to do, relaxation, good service, wide interests, not bothered about fashion/style. Look for value for money but also drawn to luxury breaks Cosmopolitans (16%) • Individual, active, confident, adventurous. Like city breaks, events, outdoor activities, heritage, culture, nature, new experiences, good food and service and challenges. High spenders take lots of trips. Younger on average.

Chester-le-Street, as with most of the county, is currently attracting visitors in the Functional and Traditional groups who will largely enjoy the town but may not see it as a town aiming to attract and satisfy visitors. They may be frustrated by the relatively limited range of shopping and eating options and the run down appearance of some shops. They may also be disappointed with the limited information at arrival points such as the station and car parks. Many will find it a little difficult to navigate around the town and be disappointed at the environmental quality of key routes between the town and riverside. They may be frustrated at the limited range of quality accommodation at mid range prices especially in the town centre. Those who stay at accommodation outside the town are less likely to come into the town centre to explore and shop. Functionals are an important group as many of them are current visitors however they are one of the lower spending groups.

9

While 16% of County Durham‟s visitors are Cosmopolitans it is thought fewer of these will visit Chester-le-Street – except perhaps for events at the Cricket Ground, Lumley Castle or Beamish. The town offer is less likely to appeal to them and they are unlikely to return as they tend to seek out new places all the time.

3.3 Visitor of the Future The challenge for any destination is to keep Functionals coming but also find ways to encourage them to spend more money or stay longer to generate more benefits for the local economy. So having quality but good value food and drink options and perhaps offering special deals will appeal to this group.

In terms of new tourism product development and marketing however it is likely to be more beneficial to focus on Traditionals and potentially Discoverers in the longer term. Traditionals love market towns, heritage and culture, they will spend if there‟s good value for money and quality and they are quite loyal – returning to favourite locations. There is scope for Chester-le-Street to boost the number of visitors from this group. Discoverers can be more demanding, they like some occasional luxury and love exploring new areas. They will respond to new and educational experiences. With facilities such as Lumley Castle the Emirates Durham International Cricket Ground there is potential for Chester-le-Street to attract more visitors from this segment.

This destination plan recommends a strategy of targeting Traditional and Discoverer visitors over the next five-ten years – increasing the range of accommodation, promoting heritage attractions and learning experiences, staging events to keep people returning, improving quality across the board and using marketing messages that will appeal to these groups.

Visit County Durham advises that targeting Cosmopolitan visitors across the county should wait until the visitor product is substantially improved. This applies to Chester-le-Street as well as other market towns.

Business visitors will continue to be an important group for many businesses especially accommodation. Business visitors need good information on facilities available such as free WiFi, parking and flexible meal times. Chester-le-Street‟s convenient location should continue to be and asset for this group which could be further targeted working with tourism bodies.

Day visitors are also important and may fall into any of the segments. They will obviously usually be from County Durham or neighbouring towns and cities. Chester-le-Street will continue to have quite a strong appeal for two specific types – family groups (including grandparent/grandchildren groups) and people with special interests in heritage, cricket, wildlife and walking. These groups can also be added to Chester-le-Street‟s target markets.

As Chester-le-Street is so close to Durham and has the heritage ties between the Cathedral and St Cuthbert‟s Church, plus the Cuddy‟s Corse walking route which links the two, it should be in a good position to attract visitors on holiday who are visiting Durham. It is worth noting that 23% of visitors to the North East of England visit Durham City as it is one of the few destinations in the North East which has widespread recognition.

10 4. The Tourism Offer

4.1 What does our town offer visitors?

Chester-le-Street’s USPs

Chester-le-Street‟s Unique Selling Points were identified. These are the strongest „propositions‟ for visitors – which they are most likely to have heard of, which may have motivated their visit or generate their interest once they arrive. These are:

• The Riverside – the International Cricket Ground and Riverside Park – the River Wear – rowing, fishing etc; park and play area; county, national and international cricket games; excellent sporting and event facilities. • Christian heritage – town heritage trail; St Mary‟s & St Cuthbert‟s Church; Roman site; Anker‟s House; translation of the gospels in 970AD; Cuddy‟s Corse path; Lindisfarne Gospels; Lumley Warriors; Finchale Priory; other churches/chapels, “the oldest town in County Durham”. • Lumley Castle – prominent landmark; historic castle; luxury hotel and restaurant; beautiful grounds; weddings and events; can visit for tea/meal/footpaths through grounds, golf course. • Beamish Museum – high profile family attraction; living museum of the North; over 300,000 visitors a year; heritage themes.

Visitor likes and dislikes

Again the lack of a visitor survey means there is limited information on visitors‟ views of Chester- leStreet. If a survey is undertaken in future this would provide scores for the quality of local facilities; everything from the range of things to do to the quality and price of the toilets and car parks. Without such data we have built up a picture based on an audit of the visitor offer, supplemented by anecdotal evidence from businesses and partners and direct observations.

The recent business survey identified a range of things businesses think visitors like and dislike about Chester-le-Street. This was also supplemented by a small opportunistic survey of visitors to the Riverside Park during the development of this plan. There are obviously some features such as the shops and markets which generate mixed views. Similarly some features are valued as facilities but the quality is lacking. Visitors’ Likes Visitors’ Dislikes

• Local Attractions - Beamish • Lack of accommodation in town • Good location to access Durham, • Lack of quality shops, little variety and few Newcastle, Sunderland & Beamish clothing shops • Cricket Grounds • Too many charity shops • Town area • Lots of empty shops • Friendliness • Not much of a market • Heritage • Parking Fees • Ch-le-St Market • Untidy – litter on streets • Riverside Park – well kept and good • Litter in hedgerows at Beamish and A1

11 facilities • North/airport access • Local Produce • Traffic circulation system • Good variety of shops Lack of youth facilities • Clean Market area • Pubs • Single parade of shops

The Town Tourism Audit undertaken as part of Market Town Welcome identified many of the same points. The audit acts as an objective and thorough assessment of the town‟s current strengths and weaknesses from a visitor perspective. It identifies gaps in the offer and relevant issues. Further opportunities are then developed in the following SWOT analysis.

The full version of the audit is contained in Annex 7.3. Some of the main gaps and issues identified include:

• Although there are 5 hotels within 3 miles of the town centre, most are out of the town and at least two are quite expensive. Three are quality inspected. • There are relatively few B&Bs and none of the pub or inn accommodation is quality inspected. • There is felt to be a lack of medium price hotel accommodation such as a branded chain in the town centre. • There is planning permission for a large hotel development at the International Cricket Ground although no information about when that is likely to go ahead. • Only one self-catering unit is in the town. Another 23 are 2-3 miles away. There are 3 large caravan sites within 5 miles. • In the town centre the main attraction is St Mary‟s and Cuthbert‟s Church and the attached Anker‟s House museum, supported by the Heritage Trail. • The Riverside Park is very popular and the new cricket ground is a top quality facility for those attending matches, training or meetings. • There is a good range of well known attractions with 5-10 miles of Chester-le-Street including Beamish Museum, Durham Cathedral, the Angel of the North, Washington Old Hall and Newcastle and Gateshead‟s attractions. • Chester-le-Street has a number of wildlife reserves close by managed by a range of different organisations. • There is a range of events in the town during the year – the biggest are cricket matches and occasional big events at the Riverside Ground. • Most other events are mainly targeting a local audience but there could be scope to bring in more visitors each year and fill certain gaps in the calendar eg May, August and September. There is potential for events themed on the local heritage, music and food. • There is quite a weak range of shops from a visitor perspective with few of the type visitors would be particularly interested in such as antiques, books, arts, speciality food, outdoor/leisure, farm shops, craft/pottery and clothing shops. Self-catering visitors will find food shopping relatively easy and may be interested in the traditional butchers and green grocers.

12 • The market operates on Tuesdays, Friday and Saturdays but only the Friday markets are felt to have a strong offer. The market is felt to need strengthening with more stalls and perhaps scope for more farmers/speciality stalls. • There are currently 15 vacant shops and 8 or 9 charity shops. Very few shops open on Sundays. • There is a range of restaurants, pubs and cafes which visitors would enjoy but few have a specific reputation for their food. • A good range of outdoor activities and leisure facilities are available in or close to Chester- leStreet the main gap being the lack of a cinema or theatre, or perhaps other leisure facilities for young people such as bowling or go-karting. There is also scope to research and promote cycle routes. • There are as many as 20 car parks in Chester-le-Street but charges are felt to be high in comparison to other towns and the short stay provision may encourage visitors to move on. Signage to car parks is patchy and few have visitor information for people as they arrive. • The railway station has limited visitor information for arriving visitors currently. • There are public toilets at Foundry Lane Car Park and the Riverside but only a disabled toilet in the market place. • There is no Tourist Information Centre in the town. The library has racking for both visitor and resident information leaflets but there is no signage indicating visitor information. • There are 2 new welcome to Chester-le-Street boards in town – one on Front Street and the other at the station but they are currently awaiting information. At the Riverside there are several other information boards with maps and good information but some are quite old and need refreshing and updating. • The Heritage Trail has a series of panels around the town with interpretation of the history and townscape. These are in good condition and are connected by markers in the pavements. There are also some plaques on interesting buildings. • There are basic town welcome signs and brown and white signing for the Riverside and Beamish • Pedestrian fingerposts are quite good but there are gaps in the signage in places.

The audit was used to develop the SWOT in the next section, supplemented with previous issues identified from other studies and strategies and from direct observation. 4.2 SWOT Analysis Strengths Weaknesses

13 Proximity to main travel routes – rail, road, Quality of shopping/eateries regional/county accessibility – transport hub Length of Front Street – not very accessible within Proximity to Durham City and Beamish – major town centre attractions No direct London trains River and riverside park Connectivity to riverside for pedestrians poor Roman, Saxon and Christian heritage Insufficient places to stay – no budget hotel Anker‟s House, Church, Lindisfarne Gospels, Bed spaces often at capacity Lumley Warriors Lack of coach parking Heritage Trail Insufficient events for families Cricket ground venue with international status – for Tuesday and Friday markets weak cricket and events and wider sports facilities Vacant shops CLS cricket ground Route into town from stations not very attractive Lumley Castle Hotel Lack of public toilets (at market square) Recognised regionally as „a nice place‟ Car park charges Variety of retail offer – especially food Traffic controlled street Range of places to eat, inc. coffee shops No tourist info centre (but scope to use library Traditional high street feel and large open space in more?) town centre with art features No information in welcome info boards Saturday market Park not attractive for adults Strong night time economy Lack of evening entertainment eg no cinema Regatta, but not publicised Few brown signs on access routes Access to countryside – walks and nature trails Overshadowed by Durham and Newcastle - – rural gateway Abundance of taxis Riverside – perceived as being in Durham – and Live activities and festivals in town centre can overshadow CLS Planning permission for hotel at Riverside Lack of enthusiasm from traders/apathy/capacity Lots of car parking limited anti social behaviour Active Heritage Group Opportunities Threats New welcome to CLS info boards at station, key Deteriorating shop/pub frontages car parks and town centre Increasing numbers of empty shops Simple map based leaflet to promote the town in Market declines further the local area (eg from Durham and Newcastle) Economic recession and guide people round, once here Reduction in public sector funding Simple visitor website for CLS, with links to Other market towns raising their game accommodation and attraction sites. Apathy New hotel development Continuing anti-social behaviour in the evenings – Resolve coach parking and target coach or the perception of problems putting people off companies Lack of capacity to organise/sustain events Review signing and routes from town to riverside park – environmental improvements, better crossings, new signage. Pilot a shuttle bus route from high street to riverside Review car parking provisions, charging and signing/map for visitors More events in town centre linked to town‟s heritage/themes – events which link riverside and town centre? Better information and maps of walks from the town into surrounding countryside – eg downloadable Work with key visitor businesses (Riverside, Lumley, Beamish) to ensure good links to accommodation and info about town eg heritage trail and new leaflet Encourage businesses to promote CLS location Promote special offers/deals for cricket match days Celebrity endorsement from famous sports people? New attractions developed nearby Genealogy research

14 4.3 Meeting future visitor expectations Linking back to the visitor segments identified in section 3 it is important to consider how the current town offer matches up to their expectations and how it will match up in five or ten years time as trends change and expectations continue to increase.

We anticipate that Functionals, Traditionals and Discovers will be looking for more in future. This may include:

• More and better quality accommodation in the town centre • Better maps and signage • Deals and special offers • More facilities and information for families • Improved approach into town from rail station • More quality eating places and café culture • Well maintained urban environment and historic buildings • Vibrant and busy including the markets • More independent food and drink and locally sourced produce

4.4 New developments currently planned The Master Plan contains a range of ideas and opportunities for development. However, probably due to the economic recession, few are known to be being pursued currently. Planning permission has been granted for an infill development beside the market square which would remove one obvious town centre eyesore. Planning permission has also been granted for the development of a 100-150 bed hotel at the Emirates Durham International Cricket Ground. Beamish Museum continues to have a programme of improvements and developments. Any new projects will help boost overall confidence and should help strengthen the case for further investment.

5. Destination Management and Promotion

5.1 The Strategy Section 2 outlined the plan‟s vision and objectives; section 3 identified which visitor markets Chester-le-Street should focus on - Traditionals and Discoverers, plus day visitors, family groups and visitors with a special interest in heritage, cricket, wildlife and gentle walking; and section 4 has identified the town‟s strengths and weaknesses and opportunities to address these to better meet visitor expectations. Here we pull these elements together to identify what sort of destination Chester-le-Street will be in ten years time, what experiences it will offer visitors and what the priorities should therefore be for management and promotion of the town and surrounding area as a destination.

Chester-le-Street has some good visitor attractions and facilities. However these need to be better joined up both with good information and physical links, and then promoted more strongly. Plus improvements to the environment of the town centre would help the town support a stronger visitor economy. This would then support a significant increase in visitor accommodation provision.

In order to deliver the plan‟s objectives Chester-le-Street needs to invest providing better information in both print and web based formats, particularly good quality maps of the town centre and riverside – showing people the two or three key routes between the town and the river. These routes deserve some investment in upgrading the physical environment – removing any eyesores, 15 good signage and planting. Encouraging more people to move between town and riverside will extend their stays and encourage more spending and return visits.

To support this central theme other areas of the town‟s tourism product need improving or extending such as the accommodation stock, car parking and the retail offer. In order to make Chester-leStreet work better as a destination, visitors need to find parking easily, then find their way around with a good map and signage, feeling safe and enjoying an attractive streetscape with well maintained frontages. Chester-le-Street has particular opportunities to link in with some of the region‟s highest profile destinations – Beamish, Durham City and Christian sites - and attract more visitors through collaboration with these. One of the main challenges will be to sell the town to its own business and resident community – many of whom do not currently rate it as a visitor destination. By encouraging local buy-in, ownership and pride, the whole town may be able to gear up better as a destination and businesses may identify a range of opportunities themselves.

5.2 The future visitor experience The overall vision for Chester-le-Street as a visitor destination is given in section 2.1. The bullet points below expand that vision and give a more detailed description of what visitors will experience when they come to Chester-le-Street in future:

By 2020 Chester-le-Street will be renowned as a great north market town, home of international cricket in the North East and proud of its Christian heritage.

With Beamish Museum, St Cuthbert‟s Church, the Anker‟s House and Lumley Castle visitors will be drawn to discover Chester-le-Street‟s fascinating history; from Roman times through to recent social and mining heritage and its important place in the Northern Saints Trail. The more modern attractions of the Durham Emirates Cricket Ground set beside the beautiful River Wear and the scenic Riverside Park are great venues for relaxing and events. The town is an attractive and convenient base for exploring the wider Durham and Newcastle areas.

Visitors will choose CLS for its vibrant and welcoming atmosphere, range of quality accommodation and convenient location for touring Durham and Newcastle. They will be attracted by cricket matches, heritage events in town and at Beamish, family celebrations, sports training and business meetings but will decide to stay longer to visit the town and nearby attractions. Visitors will be able to explore the town‟s Christian and Roman heritage, the Lindisfarne Gospels, Anker‟s House and Lumley Warriors, through the downloadable heritage trail, local heritage centre, fascinating interpretation of key buildings and celebratory events. They will wander along pleasant routes to the riverside park to enjoy the playground, train rides and rowing boats on the river and walk along the riverside, possibly as far as Finchale Priory or even all the way to Durham. The shuttle bus will return visitors to town for a meal at a friendly café or pub which offers a range of meals featuring local produce and specialities. They will be able to browse the market stalls and local shops for interesting items and presents to take home. Visitors will find it easy to explore the town using map based leaflets they picked up at the library, station or heritage centre or downloaded from thisisdurham or the easy to use Visit Chester-le-Street website, along with details of upcoming events.

16 People will choose to make a short detour to Chester-le-Street whether they are on a coach trip or travelling to or from Scotland by train or car as they will know it is a great place to stop on the Great North Road. Many will break their journey for a night or two to stay in a cosy B&B, quality hotel or historic Lumley Castle and use Chester-le-Street as a hub from which to visit Durham, Beamish, Newcastle, the Angel of the North, Washington Old Hall, Bede‟s World and the many nearby nature reserves. More and more visitors will explore on foot or by bicycle as attractive routes are mapped and available on smart phones to lead people through the attractive local countryside.

5.3 Destination priorities The priority themes which have emerged for Chester-le-Street are:

1. Marketing, promotion and information provision 2. Town environment 3. Heritage 4. Walking, cycling and countryside 5. Business development 6. Events A number of actions have been identified under these headings which are detailed in the next section.

Note:

These themes are not specifically in priority order but marketing and information is given first as there are several priority actions which can be tackled immediately. However it is vital that the tourism product in Chester-le-Street is developed further at the same time and that some of the additional promotion (for example to coach companies) is delayed until the product is improved (eg when the coach parking has been installed). So while some of the initial actions are about joining things up and providing better information, there should then be a concerted phase of product development eg on accommodation, events, walks, business quality improvements before a further phase of promotion and marketing of the new improved Chester-le-Street destination is launched. 6. Action Plan

6.1 Introduction This section builds on previous sections by putting the strategy into practice and developing an action plan to achieve the vision and objectives. It lists all the ideas and proposals suggested during the process or identified by the consultant, under the priority headings. The table summarises a wide range of potential actions and begins to identify which are most important and which can be delivered sooner or need to be worked on for longer. The columns begin to identify who needs to be involved and which bodies may be able to deliver or find funding if required. With all the actions the crucial factor is what organisation is willing to take the lead and drive things forward. There are also actions which the private sector can lead on either collectively or within their own business, plus some investment opportunities are identified.

This plan will become a working document to guide the implementation and delivery of the destination plan. It will need to be added to and amended as more information and detail becomes available. It will need to be reviewed at least annually to tick off actions completed and

17 review the progress towards others. New actions and ideas can be added as they arise. The tabular plan is followed by more detailed descriptions of the top priority actions.

Key to Action Plan Priority/ Timescale importance Very High Quick Win - 6-12 months High Short Term - 1-2 years Medium Medium Term - 2-5 years Low Long Term - over 5 years

Abbreviations AAP – Area Action Partnership CLS – Chester-le-Street DCC – Durham County Council DCCC- Durham County Cricket Club ONE – One North East VCD – Visit County Durham

18 6.2 Chester-le-Street Destination Plan – Action Plan Actions shaded in blue are key projects and are described in more detail in section 6.3 below. 1 Marketing, promotion and information provision Priority Timescale How and who? 1.1 New visitors map based leaflet about CLS focusing on agreed USPs, to be racked alongside VH QW-S VCD subject to other market town leaflets and held in local hotels, caravan sites, at Riverside, all Durham TICs, funding Beamish and in Newcastle/Gateshead/Washington TICs and key attractions. 1.2 Joined up promotion – improve links to other areas and work with neighbouring authorities to VH QW-S DCC, VCD, combine the tourism offer. Durham attractions Contact key websites to improve info on CLS and CLS businesses eg tripadviser, This is group, Heritage Durham, Visit NE England. Work with Visit County Durham and ONE to improve profile of CLS Group and church, in brochures and leaflets. new tourism group Ensure key attractions eg Lumley Castle, Riverside and Beamish promote their CLS location, the town and its USPs by displaying leaflets, mounting town maps on the wall, website links, staff familiarisation and explore scope to link the town into their events. Link more to other Christian sites – Durham, Bede‟s World, Jarrow, Lindisfarne, Finchale Priory – reciprocal leaflets on display and web links. Make more of two nearby National Trust sites Penshaw Monument and Moorhouse Woods – ask NT to raise their profile on website and in handbook. 1.3 Visitor webpages for CLS – on key attractions/USPs, links to accommodation and attraction VH QW-S VCD, AAP, new websites; events listing; downloadable street map, heritage trail, walks and cycle routes; good tourism group transport info and reciprocal weblinks. 1.4 Visitor map boards - more boards in key locations eg market square, library and main car VH QW-S VCD parks and update some older ones eg at Riverside (In addition to new ones planned at station and Front Street) 1.5 Visitor information in town - Better source of info leaflets and advice eg at library – may H S VCD, DCC require additional maps, racking, staff training and better sign or map board on exterior wall 1.6 Promote the town to coach companies for stop offs. Once parking and toilet provision H M DCC transport agreed - working through coach company contacts and group travel organisations. (possibly David Holding scope to work with particular pub(s) re drop off, food and toilet provision – eg Red Lion) 1.7 Promote train, bus and coach options for travel to CLS and good accessibility info on all info H S DCC transport sources, ie leaflets, web pages.

19

1.8 Visitor survey – undertake a thorough survey of visitors to CLS to monitor likes, dislikes, M M VCD, DCC, ONE, characteristics etc and scope out demand for key facilities – ideally every 3 years. DCCC 2. Town environment Priority Timescale How and who? 2.1 Review car parking strategy – incorporating visitor perspective, lengths of stay, levels of VH QW-S DCC, AAP charge. Introduce an all day rate and a ticket which can be used in all car parks - in town and riverside. Improve signing for car parks on the basis of the review – with more signing for those prioritised for visitors. Locate a town map highlighting key pedestrian routes and other car parks in these main car parks. 2.2 Resolve and promote coach parking - establish and sign several coach parking spaces in VH QW-S DCC good central location 2.3 Identify and improve key visitor routes from Front Street to the riverside and sign and VH QW-S DCC improve the appearance of these – linked to car park review (2.1). May require better or upgraded crossing points. Include in map (1.1 And 1.4) (signing to Riverside underway along Ropery Walk so look at two other routes – one from centre and one from market place – using underpass) Widen underpass and install better lighting 2.4 New toilets in market place (or expand existing disabled toilet or an arrangement with a local H S/M DCC business?) 2.5 Environmental improvements and clean up untidy areas around the town and riverside park H QW-M DCC, Traders – enforcement against particular eyesores? Association 2.6 Floral displays, or decorations/banners, to improve attractiveness of town – build on the „in H QW-S AAP, Traders bloom‟ competition and recruit more businesses and wider community, e.g. install hanging Assoc, DCC flower baskets/basket trees along key routes to riverside 2.7 Tackle anti-social behaviour, graffiti etc – through pub watch type scheme, liaison between H S and Police, Traders, business groups and police, youth centres, organisations etc. plus film nights project etc ongoing Licensed Victuallers, AAP 2.8 Better signs at station northbound platform to town centre. New promotional signage along H S Station, AAP, VCD platforms eg “CLS for the Riverside Cricket Ground, St Cuthbert‟s Church and Lumley Castle”

20

2.9 Wider and better quality pavements along Front Street to improve accessibility and H M DCC pedestrian friendly feel 2.10 Support development projects from Master Plan e.g. infill development on market place, H M-L DCC, station approaches environmental improvements, Chester Burn green corridor, shop front improvement scheme. 2.11 Design and install new town welcome signs at gateways to the town – with strapline/USPs M M DCC 2.12 Improve war memorial (Of great concern to residents but not high priority for tourism L M development) 2.13 Pilot a shuttle bus route from Front Street to Riverside and riverside park L M-L DCC 3. Heritage Priority Timescale How and who? 3.1 Make more of the town’s Christian Heritage – Promote the Church, Anker‟s House, highlight VH M Church, DCC, the Lindisfarne Gospels, Lumley Warriors, other churches, Cuddy‟s Corse etc. Plus link to heritage group, new earlier Roman heritage e.g. Great North Road and later town heritage eg mining and industry. tourism group 3.2 Establish a town heritage hub/centre – space in a centrally located building for displays VH M Heritage Group, about the town‟s history and heritage. Potentially could also act as a TIC. Needs to incorporate Library/parish storage for Heritage Group resources. centre, DCC, external funding 3.3 Improve links to other NE Christian heritage sites – reciprocal web links, leaflets, cross H S Church, Heritage promotion, training for volunteers, inclusion in county/regional marketing campaigns (see also Group, VCD 1.2). 3.4 Review and update heritage trail – in time for when reprint required, plus load it onto website H S-M Heritage Group so can be printed out by visitors in advance 3.5 Genealogy research – link new CLS webpages (1.3) to Heritage Group website and have M M Heritage Group source of info/helpful contacts for people researching their family history. 3.6 Heritage Open Days - Identify buildings which might be opened on Heritage Open Days eg all M M Heritage Group, the town‟s historic churches, Harbour House or special events at Civic Centre or St Cuthbert‟s DCC – work with Durham Group, English Heritage, churches. 4. Walking, cycling and countryside Priority Timescale How and who?

21 4.1 Compile ‘Walks and Nature around CLS’ booklet with suggested walks and info on all the H QW-S DCC, VCD, DWT, disparate nature reserves: Waldridge Fell Country Park and SSSI, Moorhouse Woods (NT), local

Cong Burn Wood (local nature reserve), Rainton Meadows Nature Reserve (DWT), group/volunteer, Washington Wetland centre (WWT), Brasside Pond, Frankland (DWT), Durham Necklace Ramblers, Heritage Park? Start with simple listing of sites on webpage with links. Move on to research and promote Group walks and compile booklet. Also work with wider campaigns eg „It‟s in our nature‟. 4.2 Research and promote cycle routes - a range of different length (circular) routes from the H S/M DCC and Sustrans town (Eg through the CPAL get active cycling programme targeting CLS area) – leaflet and/or pdfs on website 4.3 Open up riverside walk from CLS to Durham – promote Cuddy‟s Corse route initially but aim H M/L Northumbrian for riverside path along whole length. Scope for any other riverside walks? Assoc, DCC, Ramblers, Durham City Vision 4.4 Develop more cycle friendly environment over time and encourage more visitors to cycle M L DCC around the town and local countryside eg bike racks, bike hire from accommodation, cycle lanes.

5. Business development Priority Timescale How and who? 5.1 Additional visitor accommodation – Support the development of a new quality mid price VH M DCC, partners, hotel at the International Cricket Ground. Compile more data on demand and occupancy. business investment opp, cricket ground, VCD 5.2 Upgrade pub accommodation - work with existing smaller pubs/inns to upgrade existing H S Traders Assoc, VCD rooms, establish websites and promote their general visitor offer. Business support through Business Engagement Team 5.3 Promote special offers and deals for cricket match/major event days -liaise with Riverside H S/ongoing Businesses, cricket to support wider promotions – pilot and develop in preparation for test match in 2013 ground 5.4 Additional support for retail, catering and visitor facing businesses eg website H S-M Traders Assoc development and upgrading, e-marketing, internet booking and sales systems, graphic design/signage, green tourism, access improvements, customer service, Desti.ne system

22 5.5 Encourage and facilitate business collaboration, such as business to business H S and Traders Assoc, VCD recommendations and joint working through networking events, familiarisation visits, hosting ongoing open days, discount tickets, weblinks, leaflet swaps etc. Perhaps establish an annual Chesterle-Street tourism forum or event/visit to see new facilities etc. 5.6 Attract new good quality retail eg clothing, interiors, gifts, H M-L DCC, 5.7 Encourage new quality B&B accommodation in town centre or farms nearby. M S Traders, VCD 5.8 Re-establish rowing boats on the river – business opportunity? M M DCC 5.9 Reopen miniature railway in riverside park as family attraction and /or improve the café M M DCC area, introduce soft play area and have more shelter for poor weather. 5.10 Make more of local produce and food specialities in local cafes, pubs and restaurants – M L Businesses, improve menus and signage eg through Taste Durham 5.11 Support new attraction/activity developments eg Adventure Valley or Lambton Park. Include M M VCD via ATMaP major opportunities in Area Tourism Management Plan (ATMaP). 6. Events Priority Timescale How and who? 6.1 Compile events listing for visitors and keep it updated on webpages (1.3). H QW and DCC, AAP, new ongoing tourism group 6.2 Promote existing events more eg regatta, St Cuthbert‟s Walk, Beamish and Riverside events H S AAP and business and organise more PR and media coverage. Establish events network to improve community, various communications and joint working. 6.3 Support and promote the markets - consolidate market on one or two days?, add in extra H S-M AAP and outside themed markets eg French market or more specialist markets, encourage more farmers market partners and stalls – discuss with market traders group, town council etc. businesses 6.4 More events in town centre and market place linked to town‟s heritage (also possibly food H S-M DCC and partners, or music events) – events which link riverside and town centre – eg processions or multi site TCM events? Ideas could include: Heritage - Lumley Warriors in action, re-enactment of town football game, Lambton Worm (re-enactment or worm costume competition or festival); Walking Festival – working with local Ramblers groups; Horticultural/flower festival – working with local allotment associations; Shopping festival – eg pre Christmas with competitions and promotions. Need to research best themes, support and feasibility.

23 6.5 Boost events business - Link with Durham Events Forum, work with other market towns, H S-M DCC, Businesses scope to develop the conference, business, weddings, celebrations market 6.6 Develop music events - Music festival in pubs, local young bands playing in the square and/or H S-M Businesses, AAP, big music festival at riverside park/ground voluntary groups,

24

6.3 Key projects The projects highlighted in blue above are those which will make most difference and which are top priority for this destination plan. They include (in the order they appear in the plan above): 1. New visitor map based leaflet 2. Joined up promotion 3. Visitor webpages for Chester-le-Street 4. Visitor map boards 5. Review car parking strategy 6. Resolve and promote coach parking 7. Identify and improve key visitor routes 8. Make more of the town‟s Christian Heritage 9. Establish a town heritage hub/centre 10. Additional visitor accommodation

Each is described in more detail below. 1. New visitor map based leaflet Project no. 1.1 Priority action Design and print (and pdf) an attractive and easy to use visitors map based leaflet about Chester-le-Street, which focuses on the agreed USPs. Cost £5,000 Lead Delivery VCD Organisation Other Partners AAP, businesses Key Issues There is currently no good map or map based leaflet for Chester-le-Street. The heritage trail is attractive but doesn‟t cover all aspects of the town. There is scope for producing a simple map based leaflet for Chester- leStreet with an attractive, up to date map which showcases the main attractions and clearly indicates the walking routes around the town – particularly to the riverside. Suggested print run 50,000 – ideally top cover 2 years. This should also be made available to download from the website as a pdf in advance of a visit (which will help reduce reprint costs and help make up for the lack of a TIC). The leaflet should be held in all local hotels, caravan sites, at the Riverside and Beamish. It should be racked alongside other market town leaflets at all Durham TICs and in Newcastle/Gateshead/Washington TICs and key regional attractions. The map artwork can also be used for visitor map boards. Possible scope for sponsorship in return for a promotional feature – eg sponsoring a mini survey tear off panel with prize at featured business. Timetable Summer 2010 Next steps Agree funding. Agree brief for content and design. Commission designer (and new photos?).

25 2. Joined up promotion Project no. 1.2 Priority action Improving joined up promotion with key attractions and good links to other areas/organisations such as working with neighbouring authorities to combine the tourism offer Cost Officer/volunteer time. (Several days initially followed by ongoing periodic liaison) Lead Delivery AAP Organisation Other Partners VCD, Heritage Group, TradersAssoc/Businesses Key Issues Searching for Chester-le-Street online generates little useful information. Chester-le-Track‟s site provides almost the only useful information. CLS doesn‟t feature much on regional NE websites. Large businesses such as Lumley Castle are listed under „Durham‟ on many tourism advice websites (such as Tripadviser) confusing the potential visitor and not allowing them to view all accommodation and attraction options. Thisisdurham has scope to increase details on CLS. An investment of time and energy into contacting sites, pointing out mistakes or omissions, lobbying for a high profile for CLS would reap considerable benefits for little outlay. Nearly three quarters of visitors search for information online while planning their visits and CLS will be missing out on many potential visitors through a poor internet presence. Actions include: Contact key websites to improve info on CLS and CLS businesses eg tripadviser, This is Durham, Visit NE England. Work with Visit County Durham and ONE to improve profile of CLS in brochures and leaflets and the number of CLS businesses paying to be featured. Engage key attractions eg Lumley Castle, Riverside and Beamish ensuring they promote their CLS location, the town and its USPs by displaying leaflets, mounting town maps on the wall, website links, staff familiarisation and explore scope to link the town into their events. Developing mutually beneficial relationships with these key businesses is crucial. They have wide customer bases but it is likely many of these visitors do not visit CLS town. The target is to increase the proportion of people from each of these businesses visiting the town centre (and enjoying that visit). Link more to other Christian sites – Durham, Bede‟s World, Jarrow, Lindisfarne, Finchale Priory – reciprocal leaflets on display and web links. (Is there a leaflet or webpage which promotes the whole of the North East‟s Christian Heritage offer and if not is there scope for one?) Make more of two nearby National Trust sites Penshaw Monument and Moorhouse Woods – ask NT to raise their profile on website and in handbook While these are small sites for the Trust there are no details online for members who search for details. By including even basic information about location and facilities a few of the Trust‟s 3.8 million members might be prompted to visit these sites near CLS and then are more likely to visit the town. Review other opportunities for raising the profile of CLS or CLS businesses on county and regional websites, listings.

Timetable Summer 2010 and ongoing monitoring/tweaking afterwards

26 Next steps Agree who can lead on which actions. Set a target date to report back on responses.

3. Visitor webpages for Chester-le-Street Project no. 1.3 Priority action Ensure CLS features on good quality webpages which have sufficient information for visitors to plan their trips in advance and when visiting. Cost Relatively small (possibly new hosting/address) but officer/volunteer time required to establish and maintain. (Approx one week to establish, then half a day a month to update) Lead Delivery AAP? Organisation Other Partners VCD, Chester-le-Track, Heritage Group?

27 Key Issues The lack of web based information on CLS is described in 1.2 above. There is a need to have some simple information on the town and its offer widely available in a quality format. This will become increasingly important not only as most people will access web information in advance but more will do so during their visits with smart phones in future. Web based info is an opportunity to attract and retain visitors by offering them info on things to do and useful links/special offers. The most obvious opportunity is to fully utilise the opportunity to have information on the town on the VCD thisisdurham website www.thisisdurham.com - (http://www.thisisdurham.com/site/destinationguide-discover- durham/search-results/chester-le-street-p413651). This allows a 250 word description and 4 photographs – which should be chosen to promote the town‟s USPs. Thisisdurham has 25,000 hits a month and holds the essential information on accommodation, attractions and eating out in and around the town. However this site does not give the wider flexibility to have additional content currently. This plan proposes some simple visitor webpages be developed for the town which do not duplicate accommodation listings but provide additional information for visitors to browse or download. This could include: • Visitor map of town • Full map based leaflet (pdf of project 1) • Links (reciprocal) to the key attraction websites • Information on travel to the town by public transport (or links to the relevant pages of Chester-le-Track which covers this well). • Heritage Trail download (could include audio version in future or podcasts) • Links to key local facilities eg Church webpages on visiting the church and Anker‟s House. • Links to the Heritage Group website and their pages on the town‟s heritage. • Page on local countryside sites (inc links to their sites) and walks (could include download of new leaflet) and cycle rides (inc download of new routes). • Link to Cuddy‟s Corse on Northumbrian Assoc site. • Listing of local events visitors would be interested in. • A where to eat listing • A news section updated periodically to feature upcoming events, special deals, new developments etc. (Only if someone can maintain

28 this regularly.) Such a mini website would also solve the problem of those visitors who currently search specifically for Chester-le-Street finding no useful information. The Chester-le-Track website has some visitor information currently – but this is not obvious as it is at the foot of the main page. One option would be to develop additional pages on this site. (Although the current design is good for transport information it might need a new design for visitor pages - featuring more photographs, less text and fewer moving information.) Alternatively it could be developed as an off-shoot of the AAP site or Heritage Group site. It should not become intermingled with the wider content of any of these sites which will be of less interest to visitors. It may be that a volunteer with good web skills could be recruited to design the pages and supplied with quality photos. Hosting costs will need to be covered on an ongoing basis. A web address such as www.visitchester-le-street or similar should be secured and pointed to the pages wherever they are hosted. The key themes and messages from this destination plan could be used to prioritise the messages and items featured. The key will be to keep the design and content short, simple and attractive – presenting a quality impression without too much text. Little information should be included which will require regular updating. Linking to the VCD site for accommodation will keep that information up to date and prevents problems over non inspected accommodation. VCD has a protocol of points any site has to meet in order for a reciprocal link to be agreed which includes quality factors, logos and complementarity. In future more features and special offers etc could be developed if there is a mechanism to maintain and fund the site and it proves successful. Timetable Immediate action on This is Durham site. Summer/autumn 2010 for new webpages. Next steps Update and expand info on thisisdurham site. Discuss options for setting up further webpages – costs and maintenance. Agree way forward and elements to be included. Establish for 2011.

4. Visitor map boards Project no. 1.4 Priority action Install more boards in key locations and update older versions Cost Approx £1-2,000 each depending on materials and design Lead Delivery DCC/AAP Organisation Other Partners Traders Assoc Key Issues New units have been installed at Front Street and the station – these require filling with a good quality map - this may already be in hand but details are not clear. Other new sites for units (perhaps of the same design so they are easily recognised) should include the market square and outside (or in the entrance to) the library. Also in the two or three main car parks prioritised for visitors by the car park review. Some existing information boards such as some of those at the riverside park and car parks should be updated as they include out of date information. 29 Ideally the boards should use the same map as in the new leaflet – so visitors become familiar with it and find it easy to use. It should certainly have the same orientation – ideally with north at the top. Timetable To follow on from map based leaflet and car park review. In place by Spring 2011. Next steps Check details of maps already planned for two new units. Agree ideal sites and liaise with relevant DCC/town council personnel eg re library and car parks. Review existing old panels summer 2010 and agree action.

5. Review car parking strategy Project no. 2.1 Priority action Review of car parking strategy incorporating a visitor perspective with action to enforce the improvements identified. Cost Review – largely officer time. (Approx one week of officer time depending on extent of consultation) Signage, charging and map improvements £10-20,000. Lead Delivery Durham County Council Organisation Other Partners AAP, key attractions, Key Issues The review should incorporate questions such as which car parks are visitors most likely to use, where are their main entry points to the town and could they be encouraged to use Middle and Lower Chare (reasonable space and minimising walks to town and riverside). Based on the review‟s findings a system of lengths of stay and levels of charge should be developed which will encourage visitors to stay longer and explore more of the town eg by introducing an all day rate and a ticket which can be used in all car parks - in town and riverside. Improve signing for car parks on the basis of the review – with more signing for those prioritised for visitors. Locate a town map highlighting key pedestrian routes and other car parks in these main car parks. Improve pedestrian signing from key car parks to main visitor sites.

Timetable Review 2010. Action 2011 Next steps Agree scope and timetable for review – linking in with existing policy and discussions on car parking.

6. Resolve and promote coach parking Project no. 2.2 Priority action Establish and sign several coach parking spaces in good central location Cost £2-3,000?? For line marking, minor roadworks and signage. Lead Delivery DCC Organisation Other Partners

30 Key Issues This will need some consultation with transport authorities, town council, local landowners and possibly coach companies. However there appear to be two main options for sites: 1. To the west of the market square – as proposed in the Master Plan 2. In Cone Terrace at the eastern end of the market square. There might also be scope for coaches to park outside specific businesses such as the Red Lion or other pubs if they have arranged to cater for the coach. However such arrangements may not need specific designation. It would also be worth considering whether a coach drop off outside St Cuthbert‟s church/Anker‟s Museum is possible – if it is being promoted as a key attraction visitors would be interested in visiting the church and Anker‟s Museum before exploring the rest of the town and shops. Perhaps toilets at the Parish Centre could be made available in this case. Groups would need to be split into smaller numbers to enable them to take turns viewing the Anker‟s House. Each option should be examined to check how many coaches can be accommodated, what existing uses are affected, how convenient each is for passengers to reach key services, how attractive each is (from the perspective of passengers disembarking and from pedestrians seeing parked coaches), plus safety factors both for the passengers and coach manoevring. The Cone Terrace site might mitigate against environmental improvements proposed for the route from the market square towards the riverside park – several parked coaches. However this site is closer to Front Street and St Cuthbert‟s and the Anker‟s House. This action does not need to await action on additional public toilets as both sites are within a short distance of the market square – the site identified where new toilets would be located. They are both some distance from the existing toilets. It might be possible to set up an arrangement with Tescos or another business for passengers to use their toilets if no speedy progress is made on the issue. Timetable 2010 – ready for 2011 Next steps Agree consultation scope and timescale. Set target date for decision and then organise design/costings. Implement winter 2010/11. Hold off promoting strongly until parking in place.

7. Identify and improve key visitor routes Project no. 2.3 Priority action Identify and improve key visitor routes from Front Street to the riverside and sign and improve the appearance of these – linked to the car park review (2.1) and decisions on coach drop offs and parking. Cost Officer/volunteer time (approx one week) for surveys. Minor-major costs for the environmental improvements – will need costing individually. Lead Delivery DCC/AAP Organisation Other Partners

31 Key Issues The disconnect between the town centre and the riverside park/Riverside Ground was one of the main issues identified during discussions about this plan. Given that transport solutions such as a shuttle bus are unlikely to be sustainable in the shorter term it seems sensible to focus on providing better maps of the routes and making physical improvements to them initially. It was identified in the 2008 Master Plan which proposed improving three main routes – Chester Burn East, Roman Avenue and Ropery Lane from the north, centre and south of the town centre across to the riverside. These three routes appear the best options but with some modifications. Firstly, given that the cost of installing a new crossing such as an iconic bridge is likely to be prohibitive in the short to medium term the northerly route from Chester Burn East will need to follow the existing route to the underpass which could be upgraded significantly e.g. by being widened and better lit. This would be the main route from the market place. (It could perhaps incorporate a cycle route?) Secondly both the north and central links should be linked in to Middle Chare and St Cuthbert‟s – as the historical hub of the town this is where many visitors will be located when they decide to head to the riverside. The routes will also need to be signed from both Middle and Lower Chare car parks. Signage is already being improved along the Ropery Lane route which is the obvious route from the station to the cricket ground(s). This route is along quite a busy road and ends at the busy roundabout at Riverside. It is suggested that surveys of each route are undertaken (including photos) – to identify minor and more major improvements which could be made to upgrade the visual appearance, ease of access (eg for wheelchairs and buggies) and safety. Ideally these surveys could be done by both transport engineers/experts who will sport technical issues and solutions and also users who may pick up on the more aesthetic issues and user friendliness. Improvements could include: graffiti removal, repainting of signage or facades, planting (permanent or seasonal eg hanging baskets), additional pedestrian direction signs, removal of obsolete or illegal signage, lowered kerbs, resurfacing, widening pavements, replacement fencing. A list of recommendations for each route should be compiled and action prioritised on the urgent and easier items to make a swift impact. Incentives could be offered to private owners of properties or signage which requires attention such as having the work done half price or free of charge. Timetable Survey routes 2010. Early action late 2010. Next steps Agree scope and mechanism for surveying the routes.

8. Make more of the town’s Christian Heritage Project no. 3.1 Priority action Strengthen and promote the heritage offer at the church, Anker‟s House, highlight the Lindisfarne Gospels, other churches, Cuddy‟s Corse etc. Link in to VCD campaigns. Plus link to earlier Roman heritage e.g. Great North Road and later town heritage eg mining and industry Cost Small – mainly volunteer time (periodic meetings and liaison on an ongoing basis, plus visits/training events)

32 Lead Delivery Church and Heritage Group Organisation

Other Partners VCD, AAP, Durham Attractions Group

33 Key Issues St Mary’s and St Cuthbert’s Church provides a landmark and focal point for the town. It is much more interesting than many churches, staffed by helpful volunteers and with much to see including the Lindisfarne Gospels, paintings of St Cuthbert‟s journey, the Lumley Warriors, plus many interesting artefacts in and outside the church. The information available inside the church is a little fragmented – there is a leaflet, „bat boards‟ and a beautifully produced saleable guide as well as the volunteers – and for example each gave slightly different information about the Lumley Warriors. It might be a good time for the interpretation to be reviewed and updated/consolidated – in particular the bat boards could be easily upgraded or more information could be provided at each relevant part of the church. Being able to handle the copy of the Gospels is a real selling point and should be highlighted for visitors. There is now much good practice and advice on interpreting churches for visitors which could be sought. More revenue could be raised by promoting the saleable guide more prominently. From the church volunteers will also give visitors access to the Anker’s House. Opened in 1987 this has stood the test of time well and the displays on the Roman and Christian heritage of the town still provide an interesting short visit. The audio presentation could be highlighted more prominently as visitors may not notice it until the end of their visit when they are less likely to pay the 20p charge to listen. Again the museum might perhaps benefit from an eye of a professional interpretation expert to see if there are any small improvements which could be made however it complements the Church very well currently. Longer term plans should perhaps be considered for new displays in 5-10 years time. The Museum is referred to on the This is Durham website (and possibly elsewhere) as an anchorage – which is misleading for visitors. The Heritage Trail was produced a couple of years ago and links together many of the stories of the town‟s heritage along a walking route with markers in the ground. It serves its purpose well currently – encouraging a proportion of visitors to explore the whole town and many will come across the key panels around the town without necessarily following the trail. When the supplies of the trail leaflet are due for reprinting it would be wise to quickly review the whole trail and make amendments as necessary. Producing a pdf version which could be downloaded from the visitor webpages and/or from the Heritage Group‟s website would help keep printing costs down and encourage more people to follow it. There are several other interesting churches around the town such as Bethel Chapel and the Roman Catholic church. Information on their interesting features and when they can be visited could be included on thisisdurham and a heritage/attractions webpage for CLS. If they are not open often perhaps the opportunity of Heritage Open Days could be used to open them collectively and have guided tours given by local experts. The heritage offer of the town is strong but is not joined up and promoted as strongly as it could be. Cuddy‟s Corse route could be better linked in and cross referenced from the heritage Trail and downloadable from the website. More joint working for example between the Church volunteers and the Heritage Group would help share knowledge and skills. Support on interpretation or volunteer training could probably be sought through local agencies (English Heritage) or by making stronger links with other Christian heritage sites such as Durham Cathedral, Bede‟s World (plus perhaps Beamish) etc. Inviting staff and volunteers from these facilities to visit Chester-le-Street would improve their knowledge of the town‟s heritage and

34 encourage them to promote it and reciprocal visits and advice could ensue. VCD undertake heritage themed marketing campaign activity and Chesterle-Street could be featured more prominently within this with proactive input from town partners. Timetable Discussions 2010 for improvements in 2011 Next steps Facilitate discussions. Make contacts with organisations to see if advice, support or interest available.

9. Establish a town heritage hub/centre Project no. 3.2 Priority action A town heritage hub/centre in a centrally located building for displays about the town‟s history and heritage. Stories not already told at the church and Anker‟s House. Potentially could also act as a TIC. Needs to incorporate storage for Heritage Group resources. Cost Provision of space – ideally for peppercorn rent. Running costs would need to be quantified depending on location and agreement with host body. Volunteer input from Heritage Group. Lead Delivery Heritage Group Organisation Other Partners DCC, AAP, businesses or other facilities. Key Issues The Heritage Group is a significant asset to Chester-le-Street containing active volunteers who have secured funding to carry out many heritage projects over recent years, including helping to set up the town heritage trail. Currently the Heritage Group has:

• An extensive range of photographic material relating to the town (and some on the villages.) • Copies of old maps • Expertise and local knowledge of group members A well-used website • Video material of some events in the town‟s past • Census data for CLS for much of 19th century • Other records relating to individuals, institutions, the local authority, businesses, schools, churches, community groups • CD/DVDs of interest for sale e.g. photos of shops and businesses in the town, and information on historical waggonways The Chester Chronicle newspaper records. The Group offers a weekly drop-in session for the public at the Salvation Army church at which they answer queries and accept information from members of the public and can assist people researching their family tree. They produce themed displays or exhibitions in public locations and source photographs for display or publicity – all for the benefit of the local community. The Roman and Christian Heritage of the town is well covered at St Cuthbert‟s Church and the Anker‟s House. However there are other stories about the town‟s more recent history which are not told. Beamish has excellent displays on the social and industrial heritage of County Durham and the North East.

35 This proposal is to both assist the Heritage Group by identifying display and storage space for their resources but to capitalise on their activities to strengthen the heritage offer of the town by identifying space for a permanent heritage hub or centre. The Group could mount exhibitions – perhaps changing then annually or twice a year – and could offer a heritage research service which would attract a small niche group of visitors. A purpose built heritage centre (as proposed in the Master Plan) is currently much too ambitious and no resources are likely to be available for this. However by identifying some dedicated space that could be guaranteed for a significant period of time – perhaps 4 or 5 years – a valued facility could be established and developed over time. Depending on the space available there might also be scope for provision of tourist information and developing other services such as guided walks/talks over time. The facility and exhibitions would need to be designed to be unstaffed much of the time but volunteers could provide assistance at set times or by prearrangement. The main criteria for the heritage hub are: • A central town location • A building which is staffed by others during the day • Enough space for displays and storage • Minimal or no rent. (The host organisation should be able to generate benefits from lending out the space by generating additional footfall, eg for a café, or reputational advantages from hosting such a facility or identify scope for joint heritage projects eg with young or old people). Guaranteed for a specific number of years Options might include: Mile House, the Civic Centre, the Library, the Youth Centre and the Parish Centre – or possible a private sector property. Sponsorship of the heritage hub might be possible with the sponsor paying a small rent for the facility in return for profile and promotion on site and on websites.

Timetable Consult over possible options during 2010 Next steps Open discussions with possible hosts, sponsors.

10. Additional visitor accommodation Project no. 5.1 Priority action Support the development of a new quality mid price hotel at the International Cricket Ground. Cost Mainly officer time (approx two weeks in total) Lead Delivery ?? Organisation Other Partners DCCC, VCD, DCC, AAP, Business Link, ONE Key Issues Although there are 5 hotels within 3 miles of the town centre, most are out of the town and at least two are quite expensive. There are relatively few B&Bs and none of the pub or inn accommodation is quality inspected. There is felt to be a lack of medium price hotel accommodation such as a branded chain in the town centre. Certainly if travelling by train and the town

36 B&B is booked up there are almost no options which are reachable on foot – other than Lumley Castle a mile away which is quite a luxury offer.

While a taxi or bus ride would reach the other hotels and B&Bs easily this is an extra hassle and expense for visitors and they are then less likely to visit the town itself eg for food in the evening or to shop. Having more good accommodation in the town centre would generate more revenue for town centre businesses and give the visitor much better options.

Planning permission has been granted for a hotel (100-150 beds) at the cricket ground however it is not clear when that will go ahead. One or two other town centre sites have also been identified. There is a limited amount local organisations can do to influence private sector investment decisions of this nature, especially in an economic recession. This destination plan could be used to indicate to potential investors how the town sees its tourism offer developing in the future which should help provide more confidence and demonstrate a „direction of travel‟ for the town. VCD and DCC should support the existing plans for the hotel at the Emirates Durham International Cricket Ground. It is possible a timescale for the development may be forthcoming as the national financial situation becomes clearer over the next year. Useful activity might include carrying out a study of demand for accommodation – trying to collate occupancy data from existing accommodation and identify demand, trends, etc. The VCD Business Engagement Team may be best placed to do this. It would also inform the demand for additional B&B, pub, farmhouse type accommodation.

In the meantime there are other smaller opportunities to boost the volume and quality of visitor accommodation in and around the town through upgrading existing pub accommodation and encouraging more people to set up B&Bs. Whether or not the hotel goes ahead boosting the volume of smaller accommodation means visitors will continue to have a choice – not everyone enjoys the more anonymous hotel experience and pubs are popular with some as they offer food and drink on site without having to seek it out in the evening. Project 5.2 and 5.7 highlight these options and lots of advice is available to businesses which want to consider these options, including farm diversification or private residences being turned into B&Bs. Existing pubs can be approached by business engagement staff. The National Farmers Union/Business Link might be able to put word out through the farming community and the launch of this plan might be an opportunity to highlight the need for more B&Bs locally. Timetable Hotel development unknown. Highlighting other accommodation opportunities – immediate. Next steps Discussions with DCCC, other chains, pubs, publicity over need and opportunity.

6.4 Common themes to develop with other towns Several themes and actions have arisen in more than one of the five Market Town Welcome towns in Durham. 37 • Events development and support Events have been identified as an important action in all the towns. The volunteer experience and capacity in each town can be stretched – sometimes just one or two people are the main organisers. There is scope for a cross county approach to provide support and encouragement to the town‟s events organisers. This could include a network, shared resources and expertise, training, even a small events development grant scheme if additional funding could be secured. • New town maps/leaflets Key project 1 above is the production of a simple but good quality map based leaflet for Chester-le-Street. There is scope for producing a family of leaflets for Durham‟s market towns which while promoting the special character of each presents them as a group. This could help spread design and print costs. They could be racked together in TICs as an attractive proposition for visitor segments that enjoy sightseeing in market towns. • Web development As with the leaflet above there is scope for Chester-le-Street visitor webpages – see key project 3 above. It should have a modern and fresh appeal for visitors. It could be relatively simple linking to the thisisdurham website and other relevant sites. It needs to be optimised so that people searching for Chester-le-Street will find it immediately. Some of the same design and mapping used in the map leaflet above could be applied to the website to ensure each has a fresh and coherent image. • Transport – linking things up Linking up attractions which are spread around different locations arose as an issue in some of the market towns. In Chester-le-Street the main issue is linking the riverside and the town centre. Options for addressing this could include better signage for cars and pedestrians and good visitor maps. However in some locations a visitor transport option such as a shuttle bus might be feasible, particularly as visitor numbers rise or perhaps during specific events. Towns could check what others have considered and look for successful models amongst other market towns in the region or further afield. • Investment portfolio The destination plans have identified specific investment opportunities in each town. These could be collated and promoted collectively to potential private sector investors in the region as a printed or web-based portfolio. • Ensuring buy-in and leadership to co-ordinate and drive implementation of the plan Each town will face the issue of how to drive forward the implementation of the priority projects in their plan. It is important to ensure that local tourism related businesses are able to participate in discussion and implementation of this plan and feel some ownership. While the solution may be different in each town there will be benefits from sharing experience, networking between the towns and being able to source advice and support from county bodies. • Visitor survey Chester-le-Street (along with Bishop Auckland and Seaham) were not included in previous market town visitor surveys (last undertaken in 2004). They have much less data on their visitors – who is coming currently, where they stay and how much they spend. It would be very valuable to undertake a standard visitor survey in order to collect data which can then be collected again a few years later to monitor trends. In fact the same survey could be undertaken in all of Durham‟s market towns to enable benchmarking – it can be very

38 valuable to be able to measure each town‟s performance against each other to identify specific issues and problems for future action. • Other monitoring Other measures could also be taken to monitor the progress towards the objectives of the market town destination plans. These include: - Undertaking the tourism audit every few years to monitor the number of businesses, facilities etc and whether they have increased or decreased and whether higher proportions are quality graded. - Periodic business surveys to monitor business confidence, investment and trends. - Compiling visitor figures from key attractions to monitor trends. - Progress with achieving the action plan actions – it might also be useful to share experience between towns to learn from each other what has been most successful. In addition to the other County Durham market towns another town with some similar attributes which Chester-le-Street could probably learn from is Hexham (Christian heritage, large sporting venue, riverside).

Visit County Durham will be able to act as a delivery partner for many of these actions and they are identified as such in the Action Plan.

• Sharing good practice As well joining up with other County Durham market towns there could be scope for Chesterle-Street to learn from experience elsewhere and share ideas about developing and promoting tourism. A possible comparator town is Hexham in Northumberland. It too has a strong Christian heritage as one of its selling points, it also has a big sporting venue (the racecourse not a cricket ground) on the edge of town. Other similarities are being set on a river and just off a busy road route, not far from Newcastle. There are of course lots of differences between the towns but local partners in Chester-le-Street might find it useful to visit Hexham, meet some of the key players there and learn about how they have tackled some of their challenges. Hexham undertook a Market Town Welcome exercise in 2009.

6.5 Taking the Plan Forward In order to implement this plan it is essential that there is a local leadership group in place in each town. They will be able to champion the plan, ensure that the plan is understood amongst all partners and sectors and will be able to contribute to the plan themselves. Their role will be to coordinate implementation by partners and monitor progress. They may also be directly involved in implementing some of the actions not being taken forward by others. They should also co-ordinate communication about the Plan and celebrate the successes as actions are completed. The role of the leadership group may be able to be taken on by an existing group in the town, or a specific sub-group. This may require the strengthening of existing groups for example by recruiting more representatives from tourism businesses or organisations and widening communications eg to include owners of key attractions. Where a group does not currently exist, towns will need to establish one. It is important to keep the focus on the town as a destination and the visitor throughout.

39 7. Annexes

40 7.1 Market Town Welcome Template

The questions we have to answer How we work out the answers Town role

Step 1 Why welcome vi sitors? Initial workshop Establish Leadership Group (what are the benefits? )

Step 2 Who are our town’s visitors? (now and in the future ) Visitor surveys/segmentation Recruit extra people Step 3 What does our town offer visitors? (why do they/will they come? ) Business survey Step 4 How well does the offer meet the visitors’ expectations? Champion survey and (w hat is the current visitor experience like?) help lead tourism audit

Step 5 How is tourism resourced, managed and promoted in the town? Town tourism audit (who is involved? )

Step 6 What are our town’s strengths and weaknesses? Publicise workshop and (plus future opportunities and threats ) Town welcome workshop lead action planning

Step 7 What is the vision for our town in 5 years time? (what do we want the visitor experience to be then?) Action planning with Step 8 How do we get there? Leadership Group (and who needs to be involved?)

Market Town Destination Plan for our town 40

7.2 Market Town Welcome in Chester-le-Street - Participants Individuals who have contributed to the development of this plan Beaty Bainbridge Durham County Councillor Allan Bainbridge Durham County Councillor Derek Briggs CLS Area Action Partnership Board Member Catherine Button CLS Heritage Group Colin Carr Durham County Councillor/ CLS Area Action Partnership Board Member Jim Carroll Resident Margaret Caygill Resident Carol Dillon Durham County Council, Planning Deb Divanis Cornerstone Project, Methodist Church Richard Dowson Durham County Cricket Club Joan Durkin Resident Dawn Fairlamb New College Durham Claire Fewster County Durham Economic Partnership Elsie Forrester Resident Karen Gibson Durham County Council, Regeneration Linda Goundry Durham County Council, Regeneration Angus Graver Resident Stephen Hann Resident Harris Harvey Durham County Council, Transport David Holding Resident Lisa Jordan Durham County Coucnil Dennis King Business Community Peter Lawson Resident Lesley Lines Durham County Council, CLS Area Action Partnership Jackie Martin Resident Alex Nelson Business Community, Chester-le-Track Derek Newton Resident Sue Parkinson Chester-le-Street & Durham Enterprise Agency/ CLS AAP Board Member Colin Reynolds CLS Area Action Partnership Board Member Melissa Roach Durham County Council, Leisure Joyce Roberts Business Community, Teeny Totz Mick Rodgers Resident Jake Rollings CLS Area Action Partnership Board Member Elaine Rollings Resident Jacqui Savage Business Community, Queens Head Kevin Sears Business Community, Launderette John Sheehan Business Community, Solicitor John Shiell Durham County Councillor/ CLS Area Action Partnership Board Member John Smerdon Durham County Council, Planning Ray Smith Business Community, David Summerfield Derek Snaith Durham County Council, CLS Area Action Partnership Allen Turner Durham County Councillor Peter Usher Business Community Lucy Wearne Visit County Durham Adrian White Durham County Council Sandra Whitefield Low Urpeth Farm B&B and self catering Keith Willcock Hollathons Restaurant Audrey Willis Durham County Councillor Craig Wilson Visit County Durham Val Wilson Ankers Museum and Church Anne Wright Durham County Councillor/ CLS Area Action Partnership Board Member

43 7.3 Tourism Audit Market town area is defined within an approximate radius of ____3______miles from the town edge.

Which includes the hamlets/settlements of ___Beamish, Pelton, Newfield, Pelton Fell, Waldridge, Great Lumley______

1. Accommodation

Please collect numbers of each type of accommodation. For smaller towns you may want to list all accommodation businesses individually. Number No. of bedrooms, Number officially units or pitches quality inspected Hotels 5 3 • Lumley Castle 74 4 star • The Moorings 9 • Beamish Hall Hotel 36 4 star • The Church Mouse 21 • Chilton Country Pub and Hotel 25 2 star • Total rooms 165

Guesthouses/B&Bs 3 3 • Hollycroft 3 4 star • Low Urpeth Farm 3 4 star • Malling Guest House 3 3 star • Total rooms 9

Inns or pubs with accommodation 4 0 • The Red Lion Hotel 3 • The Lambton Arms 8 • Newfield Inn 3 • The Lambton Worm 14 • Total rooms 28

Self-Catering businesses 4 units 3 4 • Low Urpeth Farm 1 All 4 star • Old Stable Cottage 1 • Old Power House 19 • Plasworth Hall Farm 24 • Total units

Caravan & Camping sites 4 (within 5 miles) pitches • Bobby Shafto Caravan site 50 • Finchale Abbey 50 • Grange Caravan Club Site 100 • The Bungalow, Hartside 5 • Totals pitches 205

Youth or other hostels 0

44 Other group accommodation 0

Are there any particular gaps in the type or quality of accommodation for the size of your town?

Medium quality, (branded / chain) hotel in Chester le Street Town Centre

2. Attractions

Please include all sites which would be of interest to visitors, adding additional rows as necessary. Names Opening Your quality days/months score* Historic houses, castles Washington Old Hall

Finchale Abbey

Museums, heritage centres Beamish Museum Seasonal – March – 5 October 7 days per week , restricted days in low season

Ankers House Mon – Sat (Thurs 4 pm) Easter Monday – Oct 31st Viaduct (grade 1 listed) Penshaw Monument (NT) Causey Arch world‟s oldest railway bridge Churches of interest to St Mary & St Cuthbert November to Easter - 3 visitors CLS 10 am to 12.30 pm It was here that the Gospels Monday to Friday were first translated into From Easter to Saxon English and one of

only three facsimiles of the October - 10 am to Lindisfarne Gospels can be 3.00 pm Monday to seen at the Church Friday, Saturday - 10.30 am to 12.30 pm Animal/wildlife attractions Beamish Hall Birds of Prey daily flight displays at 3 inc. nature reserves and ropes activity centre 11:00 am and 14:00 (Beamish Wild) hrs.

Broom House Farm and woodland adventure trail (Witton Gilbert) Riverside 24/7 4

45 Farm attractions Plawsworth Strawberry Seasonal 2 Farm Gardens Riverside Daylight hours 3

Railway, transport Chester le Track 0730 to 1800 and 3 attractions from 0730 to 1300 on Saturdays Tanfield Railway Country parks, woodlands, Waldridge Fell Country 24/7 3 special countryside sites Park and SSS1 Durham County Showground and Country Park at Herrington Moorhouse Woods (NT) Cong Burn Wood (local nature reserve) Rainton Meadows Nature Reserve (DWT) Washington Wetland centre (WWT) Brasside Pond, Frankland (DWT) Necklace Park Craft centres

Other Market – see markets 2 under section 3 Garden centres Dobbies, Chesters Grove, Lambton Park, * Also mark any which have an official quality grading from the Visitor Attraction Quality Scheme

2b Festivals and Events

List regular or annual festivals and events which will be of interest to visitors, in calendar order, using extra lines if necessary.

Date Event Details

20 Mar St Cuthbert‟s Day walk CLS to Durham

Good Walk of Witness Along Front Street Friday

17 April Regatta CLS Amateur Rowing Club

April Great North Bus Challenge

46 1st Sun in Tyne-Tees Run Midway halt is in CLS June

June Proms in the Park

Cricket Ongoing programme of games, plus Ashes 2013

Outdoor theatre

Are there any gaps, for example at particular times of the year

Does the range of events match the types of interests that visitors have?

Food

Music

History / Heritage

3. Retail

Those towns which took part in the Retail Distinctiveness Programme will be able to use that information to complete this sheet. Note only those shops which will be of particular interest to visitors. In smaller towns that is likely to include food shops, but in larger towns focus on speciality shopping rather than the whole retail sector.

Shops No. of which in each quality category Retail type No. of Names 5 4 3 2 1 shops (omit if too many to list) Speciality Food 2 Seasons wholefoods 1 Micro brewery at Beamish Hall Antiques 0

Books 1 The Bookcase 1

Arts / Crafts 4 Aspects, Teeny Totz, 1 1 2 Sew & Go, the Model Shop Gift 3 Aspects, Hallmark, 3 David Summerfield Outdoor/Leisure 0

47 Clothing 8 8

Garden centres/ 4 Chester‟s Grove, nurseries Dobbies, Lambton Park at Bournmoor, Cong Burn Nurseries

Other Speciality or 1 Cestria Cycles 1 „destination‟ shops

Markets Market name regularity day(s) 5 4 3 2 1 type of week Outdoor CLS Market 3 1 2 Indoor In Shops 6 2 Speciality Christmas 1 p.a. 1

48

Are there any particular gaps in the retail and catering offer of your town for a town of its size?

Brand chains e.g. Next, River Island, Wallis, M & S

No outdoor leisure shops, no antique shops

NB – 8 Charity shops (9 soon)

4. Sports, outdoor activity and entertainment facilities

Please note all facilities which are available for visitors (i.e. not private clubs etc). Add extra rows as necessary.

49 Facility Name Brief details Quality grading

5 4 3 2 1 Leisure centre/ 4 Banatynes 1 1 2 gym Body Tone CLS Leisure Limitz Cricket Ground 1 Riverside International Cricket 1 Ground Swimming pool 1 CLS leisure centre 1

Golf 4? CLS Golf Club 1 Beamish Golf Club Pelton Roseberry Golf Club Grange Villa Birtley?

Long distance 3 Weardale Way 3 footpaths Consett and Sunderland railway path Other named 2 CLS Riverside 1 walks Cuddy‟s Corse – St Cuthbert‟s Walk to Durham Bicycle hire

Cycle routes 1 Coast to Coast 1

Riding/pony 2 Coppy Farm 2 trekking Southill Livery & Riding Centre Special riding routes Fishing 1 Riverside Leisure 3 Complex Sailing

Canoeing 1 Donald Owen Centre 1 CADAC Other outdoor Bowling clubs CLS Bowling Club at activities, sports Riverside Park, Pelton Fell Theatre

50 Cinema* Mobile cinema touring local venues Other Pelaw Grange Greyhound racing 1 2 entertainment Stadium facilities 7 Tennis Courts Riverside Temp ice rink Christmas * include regular film showing arrangements if appropriate

Are there any particular gaps or weaknesses for a town of its size?

Permanent Cinema/Theatre

5. Support facilities and infrastructure

Car parking Free Short stay Long stay

No. of car parks 5 9

No. of spaces in total 212 356

Car park – Sat only 1 111 Civic Centre Riverside 4 425 (some overflow but grassed areas) Station – (always full) 1 30 Free Metered On street parking n/a n/a places (approx) Disabled parking ? spaces

Civic Centre Long Stay 35 Spaces Lucy Street Long Stay 26 Spaces North Burns Long Stay 50 Spaces Wilfrid Street Long Stay 42 Spaces Cricket Club Long Stay 6 Spaces Osborne Road Short Stay 47 Spaces Foundry Lane Long Stay 51 Spaces

51 Middle Chare Short Stay 80 Spaces Low Chare Short Stay 49 Spaces St Mary‟s Long Stay 32 Spaces Cone Terrace Long Stay 68 Spaces Youth Centre Short Stay 18 Spaces Burns Green Long Stay 46 Spaces Leisure Centre Short Stay 18 Spaces

Coach Parking Location capacity

Location(s) for dropping off passengers

Location(s) for coach parking Riverside 16

Estimated no. of coaches visiting Dependant on season / cricket the town each week?

Any related issues?

Need to designate coach parking in town centre especially if going to target that market.

Other transport facilities No.s and locations of bicycle racks/storage 3

Location of central bus station/shelter Front Street and South Burns – just bus shelters no “station”

Facilities available at bus station/shelter N/A

No. of daily buses linking to other towns 139 – more??

Distance from town centre to nearest Walking railway station

Public toilets Toilet location Foundry Lane Car Market Riverside Park

Opening hours 8.30 – 5.00pm 8.30 – 5.00pm

free/paid paid paid

disabled access yes/no yes Market -1 yes

52 baby changing yes/no yes Market –the same 1 yes

Are there any particular weaknesses or gaps for a town of its size?

Signage

6. Visitor Information Centre

Visitor / Tourist Information Centres (VICs/TICs) are the public face of tourism. They provide a vital role both in the planning of visits to the destination and influencing activity once the visitor has arrived, thus encouraging longer stays and increased spend. They also play an important role in providing an information service to residents and hence support the key Visiting Friends and Relatives (VFR) market.

Does your town have a no If not, where is your Durham City VIC/ TIC? nearest centre?

Location Contact Name

Telephone Number Email Address

Are there gaps in the current information available to meet these requests? If so, what further types of information would be useful?

Very little information available for visitors at all, other than leaflets for heritage trail, anker‟s house and nearby attractions.

How well does the town meet the needs and expectations of visitors and what improvements are needed to better meet their requirements?

More co-ordinated and web-based information required.

7. Tourist Information Points (TIPs)

TIPs are the notice or information boards which provide useful information for visitors such as a map of where they are and things to see and do. They are often located in car parks, town centres or key sites. Please survey and include details of those in your town, using additional columns if necessary.

Number in town: 2

53 Locations Station Front Street

Content of each e.g. maps, Currently empty Currently empty adverts, events

Is it well maintained?

Who is responsible for maintenance?

Is the content appropriate and up to date?

Are there any additional locations where a TIP is needed? In key visitor car parks

8. Interpretation

Interpretative materials play a key role in providing visitors with in depth information about a town or destination – beyond basic directions and information, they tell the story of a destination, informing visitors about its history and points of interest. Interpretative materials can vary tremendously - we suggest you focus on interpretative boards/panels, wall plaques, tours/signed trails, and guided tours.

Is there any interpretation around the town? Detail

All interpretation Boards relate to heritage trail.s

Boards or panels at key sites or on key buildings Heritage Trail of interest

Plaques on specific buildings Wesleyan Chapel, Station Road; Mr Pickwichs, 84 Front St; 114 Front Street; Post Office, 142 Front Stree; 168 Front St. 57 – 59 Front Street, Santander

Signed tours or trails around the town Heritage Trail – trail discs in the ground indicating the route

Regular guided tours around the town no

Other interpretation materials Riverside – 4

Other - 3

54 Who is responsible for maintenance of panels, plaques and signs? Needs investigating

Are there any gaps where further / new interpretative materials could be provided? From

Station to Town Centre

9. Visitor Pedestrian Signposting

Pedestrian signposting, usually in the form of finger posts, plays an important role in ensuring that visitors to a town centre are able to orientate themselves effectively and find they way about. Looking at every individual finger post in larger towns is potentially a complicated and time consuming task - for the audit in this case we suggest the following approach;

• Choose a maximum of four locations (and the subsequent walking route to the town centre) which are key entry points/points of arrival for visitors – i.e. the main visitor car parks, bus/railway station/ dropping off point - and assess the following points • In smaller towns where there are fewer than four fingerposts simply assess each in turn.

Location 1 Location 2 Location 3 Location 4

Location or start point Pedestrian signage recorded in town centre and from station to town centre

Is there a TIP showing where you are in Yes relation to the town centre? – N/A Yes Yes Yes No No No No Signs to the Tourist / Visitor Information Centre? N/A Yes Yes Yes Yes No X No X No X No X Signs to public toilets? 2 signs in front street

Yes Yes Yes Yes No No No No Signs to main visitor attraction(s) Yes Blue Cricket Ground sign by Library No Yes Yes Yes No No No Cricket ground outside Coffee Bank Finger signpost outside Wicket Gate Pub – Cricket Ground, Market Place, Toilets, Heritage Trail and Hospital

55 Is there good continuity of signposts/fingerposts along the route? N/A Yes Yes Yes Yes No No No No

Quality of Signing

Are routes clear? No

Yes Yes Yes Yes No No No No Are fingerposts obscured or pointing the wrong way? No, No Yes Yes Yes Yes No No No No Are fingerposts well maintained? Yes (i.e. not in disrepair) Yes Yes Yes Yes No No No No

Are their any obvious gaps in terms of Yes facilities which are not currently signed? No Yes Yes Yes Ankers House, St Marys & St Cuthberts Church, Roman Remains on Church Chare No No No

10. Road signposting for visitors

Feedback from visitors suggests that visitor signposting is consistently identified as something destinations could improve. More often than not, when a first time visitor travels to a destination, advance signposting will be their first experience of the destination – so it is important to make a good first impression. Visitors particularly value brown and white visitor signing which is easy to recognise and is designed specifically for their purposes.

Perhaps more so than the previous areas of the information audit, assessing road signposting to a destination is a complex area to consider – encompassing a range of logistical, technical and road safety and highway management issues. In practical terms, the most important areas to consider are the main road routes into the market towns

• Choose a maximum of four main road routes into the market towns (if there are fewer than 4 main routes, only assess those that are appropriate), starting from the nearest strategic road or junction. • In larger towns these routes will be assessed by travelling along the route in a car, two people are required to carry out this aspect of the audit. Drive along the route from your chosen starting point, noting details on the issues set out in the template. Safety warning - only carry out this survey at a quiet time and in good weather. Plan your route and stops in advance. Drive carefully and be aware of traffic behind you. If any routes are hazardous for this type of survey do not undertake it yourselves but discuss signage with your highways authority. • In smaller towns it may possible to complete this survey on foot - Safety warning - again consider safety issues carefully before surveying along busy roads on foot, particularly if there is no pavement. Be especially careful if taking photographs.

56

Route 1 Route 2 Route 3 Route 4 starting point A1 N & S A167 Durham A693 (A68) Railway Stn finishing point CLS CLS CLS Town Centre

Are there any signs on the route indicating Yes Yes Yes Yes that this is a market town of interest to No X No X No X No X visitors? No signs re Market Town, only signs re Beamish, Riverside, Civic Centre Are there any white on brown tourist signs?

Yes X Yes X Yes x Yes No No No No

- Record any details / location 2 times N & 2 2 times Signs to times S, Beamish, Greyhound Beamish, Riverside Stadium x 2 Riverside Eden Place x 3 Caravan&Cam ping Park x 3 Causey Arch x3 Tanfield Railway x 4

Signposting to the Tourist Information Centre N/A Yes Yes Yes Yes No No No No

- Record any details / location

Signposting for main attractions? Beamish and Riverside Yes X Yes X Yes X Yes No No No No

57 - Record any details / location Beamish Museum x 12 - 1 obscured Beamish Hall

Hotel x 3 From roundabout towards riverside, both Cricket Ground sides & Sports Pav x5 Riverside Sports Pav x 1 Riverside x 6 – 1 obscured Cycletrack x 2 Lumley Castle x 2 Information x 3 Wecome to Riverside x 4 Riverside Walk x4 including 3 finger posts Coach Park x 1 Railway Station x 3

Signposting for visitor car parks? Yes Yes Yes x Yes

No X N Xo No No - Record any details / location Riverside area

Signposting for public toilets?

Yes Yes Yes Yes No X No X No X No X

- Record any details / location

Is there an out-of-town Tourist Information Yes Yes Yes Yes Point on the main road before entering/ No X No X No X No X turning off to the town?

- Record any details / location

Continuity of signposting

Where facilities are signposted, does this remain consistent along the routes? Yes X Yes X Yes X Yes X No No No No

Quality of signing.

58 Are the signs appropriately maintained (not Yes X Yes X Yes X Yes X in disrepair) No No No No

Visually- are they clear *2 obscured on route 3 Yes X Yes X Yes X Yes * No No No No

Are there any out of date signs which need Yes Yes Yes to be removed or rationalised Signs at No X No X No X Riverside – still CLS Yes No Note details for reporting to Highway 2 Obscured authority signs

7.4 Visitor Market Segments More detailed descriptions of the four ArkLeisure market segments used in County Durham.

1. Functionals Outlook • Functionals are very resistant to spending and appear pretty self reliant. • They are very price driven and value functionality strongly over style. • They are very traditional in their values, and are not prepared to pay for fashion, style or “individuality”. • Service is something that they expect as opposed to something they will pay extra for. • Whilst they are not early adopters they are interested in new experiences, and are happy to try new things. • They also enjoy intellectual challenges, arts and culture. Interests and Activities • Personal interests – DIY, gardening, arts & culture. • Days out and attractions – Interested in heritage attractions. Seeking a nostalgic and somewhat educational experience. • Shopping – Higher propensity to use the lower cost supermarkets e.g. co-op. Budget clothes shops are used and a low amount spent on clothes purchases. • Eating & drinking – Lower propensity to eat and drink out compared to other segments. Price & functionality is important. Social clubs or Weatherspoons pubs are favoured drinking establishments (price sensitive). • Nights out – Most likely to be a trip to the cinema or a trip to the theatre. • Media – Mail & Telegraph are the most popular newspapers. Lowest proportion of all segments owning satellite/ cable TV. Into news, films and comedy. • Holidays – Most likely to choose a specialist operator or an independent holiday company. Unlikely to use a dedicated internet holiday company but quite likely to book accommodation online & arrange travel themselves. Low frequency of holiday taking and most likely to do a short break in the UK and a longer holiday overseas.

2. Traditionals. Outlook

59 • Traditionals are a main stream market. Their members are relatively self reliant and internally referenced with possible tendencies towards being sustainers. • Brand is not a key purchase driver for this segment but it does not mean that they are brand averse. • They are more likely to hold traditional values. • Functionality is far more important than style and they are not swayed by products with style and individuality, although they will still go for something out of the ordinary. • They value good service, and this is something that they will pay for, especially in terms of individual attention. • They are unlikely to justify spending on expensive alternatives. • They live life at a relaxed pace and enjoy intellectual challenges, arts and culture. Interests and Activities • Days out and attractions - those that are geared towards heritage and investigation will appeal to the Traditionals. This includes National Trust attractions, churches and cathedrals and botanical gardens. • They are looking for days out and attractions that are peaceful & relaxing, nostalgic and educational. • Personal interests - include gardening and arts and culture. • Eating & Drinking - For Traditionals, the traditional pub is the type of eating and drinking establishment that holds the greatest appeal. • A good night out - for this segment would be going for a drink or a meal out. • Holidays – Being an older segment, they are most likely to use Saga but also domestic niche operators (e.g. English Country Cottages). They are also most likely to use the telephone for booking. • A good short break for Traditionals would give them the chance to escape, slow down and do their own thing. • Media – Enjoy news, history and nature programmes on TV.

3. Discoverers Outlook • Discoverers as the name suggests are independent of Mind. • They are the group least likely to be worried about what others might think. • They are little influenced by style or brand unless it represents values they are seeking. • Function far out rates style as a purchase driver. • Quite high spenders, and value new products and services as well as new experiences. • They will judge their value for themselves. If the product suits their needs and is right then they will spend their money. • They value good service. • They live a relatively relaxed pace of life. • They enjoy intellectual challenges but arts and culture are not really an important part of who they are. Interests and Activities • Personal interests - Include attending sporting events, computer games and DIY. • Days out and attractions - Discoverers are drawn towards attractions that are geared towards investigation and amusement. This could include attractions such as zoos, science museums or living history attractions. They want to be fascinated and absorbed by their days out and go for something out of the ordinary. • A good night out - would involve live music.

60 • Shopping - a discoverer is looking for something that is different from the norm and is more likely to be attracted towards markets. • Eating and drinking - the types of eating and drinking establishments that appeal to a Discoverer are modern, functional but service orientated (e.g. Ha Ha Bar & Canteen, Bar Med). This segment eats out frequently. • Media – Have a wide variety of interests when it comes to TV viewing including films, sport, nature comedy and science programmes. • Holidays – Independent travel companies (e.g. Trailfinders) appeal to this segment. They are a group likely to holiday off the beaten track or try to learn something new on their holiday. One of the least likely segments to book a package holiday. • A good short break for a Discoverer allows them time to themselves, a chance to escape and the opportunity to expand their knowledge and experiences.

4. Cosmopolitans Outlook • Strong, active and confident. • Do what they want rather than follow any particular fashion. • Stylish people but it is individuality rather than fashion that is important to them. • Comfortable trying new things that are out of the ordinary. • Happy to adopt traditional values when appropriate. • Early adopters but this is generally based on their personal interest in new products and opportunities rather than on fashion trends. A result of this is that they are early to try out new products, especially in the field of new technology. • Value and seek functionality in their purchases. • High-spending market and find it easy to justify buying expensive alternatives. • To be given individual attention is very important for Cosmopolitans and they are willing to pay for it. • Are risk takers and this is reflected in their purchases and their desire for things that are new and different. They like new challenges, both physical and intellectual. • Have an appreciation of art and culture. • Life for this group is full and active, yet peace and relaxation is still valued in the right circumstances. Interests and Activities • Personal interests - Cosmopolitans like shopping, cooking and arts and culture. • Days out and attractions - Cosmopolitans have a slight bias towards heritage and arts or cultural attractions. Their active nature is also reflected in the fact that they have a strong appeal towards days out in the “great outdoors‟ – this could be visits to a National Park, a walk in the country side or a day at the beach. The atmosphere that they are looking for in a day out is something that is educational and something that is mentally challenging. • Shopping - Cosmopolitans spend a lot of money on clothes and up market fashion chains (e.g. GAP) are where they are likely to be found. They also like places to shop that have a strong independent sector (e.g. antique shops or specialist shops). • Eating & drinking - Cosmopolitans are the segment to eat out most often and are drawn to new, self found, or non-chain restaurants. Wine bars are popular for drinking. • Nights out - Cosmopolitans have a range of nights out that appeal and these include comedy, cabaret, theatre and ballet. • Media – Into films, news and comedy. Less time spent viewing TV than the majority of other segments.

61 • Holidays – Most likely segment to use the long haul and more independent operators (e.g. Kuoni, Expedia, Trailfinders or cruise operators). • A good short break for a Cosmopolitan allows them to escape, do their own thing and expand their knowledge or experience.

There are four further segments in the ArkLeisure segmentation model which were not used in this study. Style Hounds, High Streets, Habituals and Followers were thought to be the least relevant segments for Durham market towns.

62