Draft Derby and Sandiacre Canal Project Report

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A.Executive Summary Key investigation evidence  The audience for canal use, both amongst generalist canal towpath users and boat users, is broadening, and is increasing. [National evidence on boatusers, British Waterways Appendix 2.2.; local survey project data App 2.2,3]. The evidence suggests that there is already demand for the added resource of the completed restoration of the Canal.  The audience for the Canal, locally and canals generally, consists of locals; regional and national users; international users. Evidence shows that the opening of the `full ring` of the DSC will attract more users, not least from a wider area.  Canal use delivers especially the pressing demand for relaxation, and associated health. [local survey data App.2.2]  There is evidence of significant opportunity in the use of the canal resource to enable increased access for individuals with disabilities to participate in their value, drawn from several case studies. [App. 2.3, 2.4, 2,5.]  There is evidence of significant opportunity in the use of the canal resource for a wide range of educational purposes [App. ]  The Derby and Sandiacre Canal offers considerable opportunities to fulfil the several regional and local policy objectives [Appendix 2.1.]. Environmental and access-related regeneration can be ably support through its associated potential for economic and other added-value, delivering across several policy areas that support and prioritise such resources as canals. This means that the Canal resource can deliver opportunities in a joined-up way  The DSCT is committed to enhancing the canal audience and in particular its value as a resource for educational and disability support opportunities.  Regenerating the full length of the Canal will enable the improved visitor and local population use of the resource. With access-alert measures to undertake the full restoration this will enable even better delivery for individuals and groups with disabilities.  Building on the DSCT`s communication networks with local groups, more targeted communication and promotion will further assist its value as a resource for local and wider groups and individuals with disabilities.

Opportunities for DSCT and associated groups There are several Opportunities for DSCT and associated groups to deliver increased participation in both audience breadth and depth, and both disability and educational access. These include:  Continuing and expanding targeted co-operation with local groups in education and assisting those with disability.

1  Prioritising the development of access improvements and small facility provision  Categorising stretches of the canal for different users, including by accessibility  Working with local entrepreneurs and appropriate agencies to assist the joined-up development of facilities appropriate to the increasing demand and the quality of the attraction visitors/users most value.  Pushing to complete the full restoration of the canal stretch  Building on its communication and publicity track record  There is still a lot of regeneration opportunity to be undertaken in order to maximise the boatuser potential on the Derby Ring. There is clearly a market for leisure activities to be developed and wide ranging audiences to benefit from the developments

General users/towpath Most towpath users are from the local area [1-5 mile distant]. Users tended to be part of a couple, but it was also popular for users to be unaccompanied or with other family members. Most people spent up to half a day at the canal, which constituted up to four hours during any part of the day (see graphs 1, 2 and 3 The age group of respondents was focused around 46 and over, but there was a relatively even spread of users below this age as part of ‘family’ or ‘couple’ groups (see graph 4), The towpath by the canal is used on a weekly or even twice a weekly basis and most people use the canal several times a year (see graph 10).

The evidence of Chesterfield Canal Trust [data available from the Chesterfield Canal Trust ] demonstrates the widening participation amongst canal users. The Chesterfield Visitor Centre at Tapton Lock reported rising numbers of general/towpath visitors over the years and between 1998 and 2003 they had received nearly three times as many visitors (see graphs). The more significant months for the Tapton Lock Visitor Centre (TLVC) are from April to July each year, suggesting that spring and summer are more likely to encourage visitors. However there were high numbers reported in December each year suggesting that the Christmas season and events further encourage visitors. Clearly the summer months are key generators of visitors for the Chesterfield Canal, which further illustrates that the D&SCT need to look at means of lengthening the season and building visitor numbers during off-peak times. developed in Access below and detailed in Appendix 2.3.iii.

Boating Whilst more boat users are in the over 40 category there is evidence of a widening market. The customer profile for SoarbottomRiverCruise is varied and the company has found that younger people prefer cruises that allow them to visit a number of pubs, older people and children enjoy picnics and a variety of customers for the evening dinner cruises. Half of the people questioned in the sample said they were interested in boating and of this half, two thirds of the people owned their own narrowboat . In addition, 50% of these boat owners had owned their boats over 10 years and the older the person is the more likely they are to own a narrowboat (See graphs 1, 2 and 3).

2 Boating users emphasised the peace and restorative character of the canal stretches, along with modest but available supporting facilities.

East Midlands Tourism`s key policy document Tomorrow`s Tourism points to the value of our “wonderful cultural, heritage and countryside attractions”. It argues for a “more integrated promotion of these to enable visitors to enjoy the full range of what Britain has to offer”, a requirement for a more comprehensive and ‘joined-up’ approach to the way facilities and services are promoted and delivered to the consumer. Canal systems are one of these cultural, heritage and countryside attractions, and for the DSC, linked also with city attractions [when the Ring is completed].

The policy statements [App. 2.1] of regional agencies demonstrate the acknowledged value of canals to the region. They are both a cultural and environmental regeneration resource. Areas of policy synergise through the regeneration and greater advertised accessibility of canals. The completion of the Canal Ring will enhance the delivery of a range of these stated policies and these policies support that completion and regeneration.

Canals have an opportunity to increase their contribution to enriching the lives of communities. [British Waterways App 2.3]

E.Access

British Waterways identifies challenges vis a vis inclusion: 1. Asian communities do not see the canals in the same way as it is not apart of their heritage 2. Disabled people have the physical barrier of access inhibiting their enjoyment of the canals 3. Women are less likely to use the canals alone for safety reasons. And also identifies the role of increasing awareness and information to enhance access and inclusion. [British Waterways App 2.3]

In the Survey, few individuals with evident physical or mental disabilities were present. Local organisations supporting individuals with disabilities were not involved in general accessibility. However, DSCT has several initiatives with educational and voluntary groups/support agencies for those with disabilities. [App. ]

The evidence of Chesterfield Canal Trust [data available from the Chesterfield Canal Trust] demonstrates the enriching and increasing innovations and opportunities available through local canal organisations working with a range of agencies [schools, voluntary support groups, local councils] in making appropriate and excellent use of canal resources for both adding educational value and the access of those with disabilities to an enriching, both adventurous and safe, pleasant environment . [App. ] ]

Similarly, in both the DSC and in the comparative example of Chesterfield there is strong evidence of opportunities to use the resource of canals to engage increasing accessibility, supported by good links with local groups and voluntary organisations, using the full opportunities of communication. Rather than be sites of danger canals

3 can be given assisted access. Targeted environmental adjustments to aid accessibility combine with accessibility enhanced through such human networks.

Canals can benefit all of the community, from education to enabling people to commute to work, as a means of sustainable transport. It is important to make the canals appeal to ethnic minority communities who do not see the canals as part of their heritage [Chesterfield Canal App.2.2.iii].

The Chesterfield Canal would like to have a floating classroom, which they believe would give school aged children access to the canals in a controlled and safe environment, supervised by teaching staff. Perhaps the experience of taking students from Ivy House Special School [D&SCT] indicates the benefits of targeting school based activities. This could also lead to a floating classroom on the Derby Ring.

Young people and Involvement, DSC: The Waterways Recovery Group In summer 2004 the Borrowash section of the D&SCT had a working weekend organised through the WRG [a group coordinating and supporting canal restoration schemes since 1970. The Group provides equipment, expertise, publicity and labour through keen volunteers offering their services from around the country to canal projects in need of restoration assistance. Volunteers can attend a restoration working party in the shape of a ‘Canal Camp’ or over a weekend through the WRG] Young volunteers came to work on the Borrowash Lock Chamber from all over the country. This event was supported through funding from Borrowash, by the D&SC Society and the East Midlands Airport Community Fund. It was attended by the Mayor of Erewash and cover by press and radio.

Chesterfield: Getting people below the age of 18 involved in the canals and its restoration is restricted heavily by the Child Protection Act and the necessary Police checks required for working with Children. In order to gain the interest of young people to the Chesterfield Canal, events are staged in the summer holidays for children to attend when accompanied by their parents

Participant profiles “Boating and camping have always been my main interests. So on retiring at 65 I joined the Chesterfield Canal Trust. Within a year I had gained a licence to run a trip boat on the canal. I had been a HGV driver for forty years so this was a complete contrast. The pace of life is so different. I now look at lorries on the roads and appreciate how good it is to drift along at four miles per hour. I see more wildlife than ever before and people on the towpath are really friendly. Children love the boat and many have held birthday parties on board. We have a very committed and friendly crew but we can always use more”. Three Valleys Volunteer - Chesterfield “Working full time, I only get out with the work parties at weekend so I rarely meet many fellow volunteers. The summer BBQ and the Christmas Party are two events where we can get together…The number of volunteers and other groups attending has grown over the years and highlights the range and diversity of the work undertaken by the Countryside Service…The summer BBQ used to be held at Linacre: cut down oil drums and wood made a ‘real’ BBQ but it took hours! Last year the BBQ was at Tapton, a high-tech affair with gas-fired machines and charcoal briquettes…The best bit is the slide show of volunteers in action. What a handsome, virile bunch we all are and don’t we make a difference”. Statement by a typical volunteer – D&SCT

4 “I am a 55-year-old nursing sister who had to retire on health grounds…As a teenager, for my GCE ‘O’ level history course I had to study the Industrial Revolution, which also included the Canal Age….My interest in canals stayed with me through adult life and eventually I became a canal boat owner…When it was announced that a group was being formed to restore and re-open The Derby Canal, I became a member and offered my services as a volunteer…Over the last 10 years [I have] organised social events, dug out a lock chamber, erected scaffolding, driven a dumper, scrub bashed, rubbish clearance, staffed the exhibition stand at The Boat Show, County Show, National Waterways Festival, been part of the support team at road-show presentations, given talks on the restoration of The Derby Canal and The Canal Age……there are many more members who have done and experienced just as much as me”.

Benefits for restoration The three accounts taken from volunteers demonstrate the immense gains to be offered towards canal restoration through the help and assistance of volunteers. Volunteers offer themselves as labours and staff in various guises to support and boost the canal profile and restoration. They are committed and dedicated staff and they are willing to give up time for this cause. Not only does this indicate that restoration is directly benefited by the work of volunteers, it also indicates that volunteers use restoration projects as a means of leisure, enrichment and gaining satisfaction by contributing towards a project they feel strongly about. The canal is therefore the resource in providing this leisure facility, which also adds value to the restoration and maintenance work undertaken and in building cohesion withinthecommunity.

Benefits for the individual Testimonies demonstrate that volunteers can learn new skills no matter how old they are, contribute towards restoration, feel part of the community, take pride in their history, make new friends, companionship, forge new relationships, work in a team, help with project management, offer professional skills and run events, walks, talks and boat trips etc. The magnitude for individual and collective gains from canal restoration and maintenance in its widest form illustrates that volunteers are a crucial audience both during and after the restoration process. Volunteers leading leisure use The canal as the leisure resource not only offers opportunities for individual enrichment and development through volunteering during restoration, but upon restoration volunteers will contribute to its use as a leisure resource. Canals used for leisure will not be restricted by activity types, costs, entrance fees or time restrictions, but will be expanded and enhanced by the enthusiasm, interest, experience, knowledge and good nature of its volunteers.

The Educational value and opportunity of canals is similarly evident from both the DSC and Chesterfield canal examples, as well as others cited in the Appendix [2.5] [where obvious safety matters are also addressed]

The inland waterways network can be used as a learning and education resource for children at School, for College and University students, volunteers, and for people through job training schemes and new skill building. As Mayor and Millar point out, the “waterways are increasingly being used to help deliver a number of social objectives…such as education and training”. (Municipal Engineer 157, 2004, p104). This section of the report focuses on the issues of providing school aged children with opportunities to utilise the canals for learning. It also examines how benefits can be gained by volunteers and how the canal can benefit from such volunteers.

5  Conservation projects for the sixteen to nineteen year olds.  Accessing a narrow boat.  Looking at different types of waterways, flora and fauna. The opportunities indicate that children can both learn new skills and gain ‘hands-on’ learning and appreciation at the canal side as well as making a contribution to the restoration and maintenance of the canals. Practical experience Ivy House commented that canals deliver practical experience for children in learning, appreciation and gaining a new insight into the environment and history. This suggests that canals can support the learning and development of children by supplementing ‘in-house’ classroom learning by providing ‘in-the-field’ hands on experiences that will supplement and enrich their learning. Meeting curriculum requirements Using the canals as a means of education can contribute towards meeting the requirements of the school curriculum including: Science, History, PE, Outdoor education, Literacy, Numeracy Canals can contribute to any area of the curriculum. “Venues can be tied into practical delivery of virtually any curriculum area”. This suggests that the School curriculum can be enriched by using the canals for learning and further indicates that the canals can offer school children methods of hands on learning that are not available to them inside the School environment. Staffing trips to the canals The staffing requirements for children to canals depend upon the level of disabilities a child has. For example, a child in a wheelchair will need one to one support and so will children with behavioural problems and autism. Clearly safety and support are key issues to address when considering school children and as Ivy House School demonstrates the appropriate number of staff to children is crucial. Yet Ivy House School illustrates that school children with special needs can be accommodated and benefit in their learning from the canals as well as children attending schools that do not cater for special needs. Accommodating children with special needs In order to improve access to the canals the main factor Mrs Sillitoe identified for children with special needs was wheelchair access. This indicates that important physical adaptations would further enhance and make future use of the canals by schools easier and more likely. This would not only benefit school children, but also members of the wider public with difficulties in physically accessing the canals.

CASE: The WOW project The Wild over Water (WOW) is a resource designed for teachers and children about canals. “It encourages an appreciation of waterways as a dynamic and integral part of our country's heritage and infrastructure”. May Bank Holiday Monday 2005 the Wild on Water (WOW) project organised an event for 300 children from local schools in Lichfield, Tamworth and Burton-on-Trent at Fradley Junction on the Trent & Mersey Canal, a canal that will be part of the ‘Derby Ring’ network. ] Evidence taken from the Ivy House School and the events strongly indicates that the ‘Derby Ring’ canals have a strong potential to be developed as an educational resource with educational spin offs. The examples have suggested four specific ways in which the canal can be used as an educational resource for school aged children:  As a practically applied supplement to the national curriculum.  Accommodating the special needs of school children.  As a means of uniting school aged children through a social event to participate in canal related activities.  Through festivals and raising the profile of the canals by bringing the local community together and maximising upon the features and the opportunities that canals have to offer.  By encouraging the creativity of children and offering opportunities for community participation.

F:Opportunities and Recommendations

There are several Opportunities for DSCT and associated groups to deliver increased participation in both audience breadth and depth, and both disability and educational access. These include:

 Continuing and expanding targeted co-operation with local groups in education and assisting those with disability. This can be further assisted by the categorisation system [below]

Accessibility constituency The role of the volunteer is clearly important and encouraging volunteer work will help to improve the quality of life, promote inclusion and the celebration of diversity. The examples listed in the Appendix [2.4] demonstrate the opportunities here by connecting further with support groups as well as placing emphasis on the environmental features of improving access. People with disability could also benefit from this categorisation system by being invited to rate the standard of facilities and access each year below]. Reviewing access To support the ongoing improvements towards access, questionnaires and feedback opportunities can be invited in visitor centres, at attractions, or in the canal press.

Educational Value The benefits to be gained by school children from the canals not only include curricular advantages, but encouraging schools to use the canals will help children to take pride and appreciation in their environment. In the future this may inspire interest in the canals care and improvements.

Whilst the audience is broad, it evidences special attraction, for boatusers, for the over 40 group. It is assumed that this market has more time and money available for boating, walking, cycling etc, so this key age group should be targeted with promotions and advertising. Since this age group is not restricted in the same way by time or money perhaps incentives could be offered to travel on the Derby Ring and visit attractions along route at a reduced rate, possibly during off-peak times of the year. This would assist in lengthening the season, create additional revenue for local attractions and spread demand so that bottle-necks are not created at peak times along the inland waterways system.

 Prioritising the development of access improvements and small facility provision

Small scale amenities There is clearly a demand for small scale amenities such as shops selling provisions, cafes, litter bins and dog bin on the Derby Ring canals to meet the needs of towpath and boat users. Cafes, shops and drinking water outlets where identified as key components to establish in order to address the needs of users. People would also like more and safer moorings. Small scale developments would not be too disruptive to the local natural environment, but it would generate employment opportunities and support the local economy.

Pubs have been identified as a key facility used by boaters. Not only are pubs pursued for refreshment, but they are also seen as an ideal place for boaters to moor their boats. Therefore any future tourism developments on the Derby Ring should consider the current pub facilities and future potential to establish more pubs along the ring. More pubs may be required to meet

7 the demand. The quality of the pubs will also be important and there would be incentives driven by the British Waterways Nationwide Pub Venture for pubs to strive for quality standards in order to be registered on this list. Findings demonstrated that users would like to see the development of more pubs and Marinas, which suggests that the overnight stay market would increase if there were more local opportunities to stay by the canal side. Maintaining peace and tranquillity is prioritised by all canal users; therefore any tourism and leisure developments must not diminish or jeopardise the overriding ethos of peace and tranquillity found at the canal side.

 Categorising stretches of the canal for different users, including by accessibility Categorisation System

D&SCT can aim to pioneer a categorisation system that would provide a level of standard and quality to reach all audiences. In moving towards restoration it would be an ideal opportunity for the D&SCT to pioneer a system of categorisation informing the public about the amount of facilities and services available to them. Not only would it would strengthen and heighten the awareness of facilities available to all users, but other stretches of canal might uptake the idea of categorisation to address the facilities they offer elsewhere on the network. This categorisation system could act as a means to improve and sharpen up the whole system to promoting services and facilities, taking it to a national and possibly even international level. For example, the Derby Ring could introduce the following: a ‘snooze rating’ depending on how quite, busy, rural or urban accommodation is; a ‘feather rating’ or ‘plumage points’ for the type of birds known to be seen in the area on a regular basis; an `accessibility rating` identifying levels of accessibility widely available to different user groups This could be promoted through literature or on the website.

 Building on its communication and publicity track record

In terms of accessibility, communication through local networks, as begun already by DSCT in their initiatives with local groups, is a key task. The lessons from other canal projects identify further opportunities here [App.2.4]. The same applies to educational bodies, where again local and other cases demonstrate the relevance and value of the use of canals in a range of project work [App 2.5].

Increasing awareness: Data indicates that people are aware of the canals, but it is likely that there will be a need to advertise and promote the facilities and attractions around the Derby Ring as they are established and after restoration. Commencing advertising at this stage should assist in building interest and awareness for the Derby Ring and contribute in developing the various audiences the canal appeals to and attracts. Websites and Monthly Magazines: Various organisations have magazines published on a monthly basis at no cost to the organisation. It is funded by advertisers and delivered for free. If a charge was made for the magazine it would create 100% profit for the D*SCT. Such a magazine might include discount offers, advertisements, stories and publicising events.

 Working with local entrepreneurs and appropriate agencies to assist the joined-up development of facilities appropriate to the increasing demand and the quality of the attraction visitors/users most value.

 Pushing to complete the full restoration of the canal stretch Linking attractions

8 It will be important to link attractions along the Derby Ring in order to add value to the tourism experience and provide a range of opportunities as identified in local and regional strategies. Festivals and Events: Benefits will be gained by staging various festivals and events. Not only will it help to raise the profile of the Derby Ring, but it is likely to attract people from greater distances. This will boost the local economy in terms of shops and accommodation and it will generate community interest. No one would be restricted and it could appeal to all age groups. Extending time at the canals: Many people reported that they spend approximately half a day at the canals and this time could be increased by adding interpretation boards, a visitor centre, cafes and facilities such as canoeing or boat trips.

 There is still a lot of regeneration opportunity to be undertaken in order to maximise the boatuser potential on the Derby Ring. There is clearly a market for leisure activities to be developed and wide ranging audiences to benefit from the developments

The data collected indicated the main market for walkers, cyclists and boaters is local, but there is evidence to suggest that the market could be expanded if unique attractions were promoted and facilities were improved.

As research as Sawley Marina indicates, there is great potential for the Derby Ring to offer the overseas market using the Marina as a basis to start CanalTime holidays. The key generating countries of American, South Africana and Israel were highlighted indicating that any form of promotion and marketing could initially target these countries. This could perhaps be done through the Waterscape website or RCI or with a link to the D&SCT’s own website. Since demand is exceeding the supply of boats at the Marina, it would suggest that resources need to be focused on producing more boats for the Marina. Geographically these boats are then in a prime position to operate along the Derby Ring once the canals are restored. This would further support the national and local tourism targets by raising the potential to increase visitor expenditure, encourage overnight stays, boost the local economy and create jobs. There would need to be a boost in people sourcing information online. Businesses would also benefit from advertising online.

Because of these wide interlinked and mutually supportable components and opportunities in restoration, participation, inclusivity and action, a further series of resource opportunities is included in this report [follows], and in the Appendix in more detail [Appendix 2.6.Business, Employment and Investment]

 Further resource opportunities for DSC Part-Buy option: The part buy option identified by Dr. Coles at the Chesterfield canal would be an ideal incentive to attract people interested in boating. The questionnaire data indicated that many people were interested in boating on the Derby Ring upon restoration completion so through offering schemes such as the part-buy option more choices will be given to people to use the canals. This will also assist people on lower incomes who are not able to buy a boat out right. This scheme will show commitment towards improving the canals for the benefit of the community and encourage people to take pride in the canals because that will be where they live.

Home Buyers: It would be important to research this canal audience further as the home buyer might become very important in the future, especially for the first time home buyer. It is likely that additional revenue could be generated through the opportunities to develop areas for buyers wanting to live on the canals. This would further assist with the strategic objectives for the area by improving the quality of life for local people and encourage people to take

9 pride in the waterways. It may even contribute towards attracting inward investment for shops and other facilities.

Short Trip Market: There is clearly a market in place for short trips taken by local people according to research data, indicating significant potential to develop and promote the Derby Ring as a short break option on the inland waterways network. Another key advantage of the ‘Rings’ geography is that it has crucial links with other parts of the network which could consequently lead to people coming from further afield, extending their canal boat trip/holiday. Promoting the Derby Ring as a short break option would be crucial, and in addition it would be necessary to advertise the attractions unique to the Derby Ring to further encourage people, illustrating the Derby Rings unique selling points and adding further value to this canal as an attraction. One specific development the questionnaire data generated was a strong interest in linking the Derby Ring to the City Centre. The ‘Living City’ Strategy for Derby indicates developments for the River Derwent as a cultural amenity are desired. Therefore, if the River Derwent was used to link the Derby Ring to the City Centre, there is great potential in relating the Canal Ring with activities in the city centre. This could be through presenting the City Centre as a place for night entertainment with pubs, restaurants and with the ghost walks of Derby.

Branding the Derby Ring network The Derby Ring network should look towards suitably branding. It must ensure that it maintains its ethos of offering peace and tranquillity. Emphasising it’s central location would be of benefit to the brand.

City Product [Derby City Council policy] Derby has a specific ‘City’ tourism product. This includes its location, history, attractions and accommodation facilities. Regenerating the canals will enable the ‘City’ product of Derby to develop and flourish. It will support the tourism opportunities in the Southern part of the county, moving people out of the heavily touristy area of the Peak District and also help to link the main city with the southern part of the county. The Derby Ring can be seen as part of the overall ‘City’ product. This would also support the aim of the Derby Tourism Strategy in that “promotional activities are carried in partnership”. By linking products the city tourism product can be seen to be offering a ‘bundle of benefits’ to users.

Cultural Tourism The strategy also wants to develop cultural tourism. This could be developed through the historical use of the site for tours and walks and to see how history has changed the landscape. All groups of people can gain from the developments of the canals and tourism contributes to various economic, social and environmental benefits.

Corporate business opportunities The audience for the canals can even extend to catering for business needs by offering entertainment for corporate businesses, such as those businesses based on Pride Park. Boat trips could be run catering for team building exercises to meals. This may further lead to Sponsorship schemes from the businesses supporting the restoration and maintenance of the canals, such as sponsoring a lock.

G.Appendices

1.Map of the Canal and the locations used in the questionnaire.

2.Full content of evidence and analysis: 2.1.regional and local objectives, policy 2.2.national perspective 2.3.audience and trends: i.towpath/general users Discussion; data: ii.boatusers Discussion; data iii.comparative case: Chesterfield canal Discussion; data 2.4.Volunteers 2.5.Education 2.6.Business, employment, investment 3.Sources of reference

Appendix 1. Map of the Canal and the locations used in the questionnaire.

APPENDIX 2.1. Regional and local policy and the canal opportunity

Various local and regional strategies for tourism and culture have identified key aims for the East Midlands and tourism in Derby. Regional objectives The Destination 2010 document from the East Midlands Development Agency has identified the following aims and objectives for tourism and culture in the East Midlands: Economic 1. The tourism sector is forecast to provide 15,000 new jobs in the region by 2008. 2. To raise the visitor expenditure to 4.5% of the region’s GDP in 2010. In 1999, it represented 3.5% of GDP. (EMDA 3.2) 3. Increasing visitor spend rather than visitor number. 4. Turning day visits into overnight stays. 5. Increase visitor spend in the region by an average of 1.6% per annum by 2005 and by 2% by 2010. (EMDA 3.2) 6. Raising awareness of the economic importance of tourism and maximise benefits and resources. 7. Encourage all tourism related businesses to strive for the highest standards. 8. Review the existing tourism product/visitor match to ensure continuous project and market development. Social and Environmental 1. Preserving and improving the quality of the natural environment is recognised to be essential to the region’s success as a destination and the quality of life of those who live there. (EMDA 7.1) 2. To improve access to information for visitors and local people. 3. To encourage sustainability and promote the importance of protecting and enhancing the environment. 4. To promote and develop sustainable quality events and festivals throughout the County. 5. More people involved, more confident communities and a better quality of life for all. Local Objectives Objective for Derby and Derbyshire tourism are as follows: Economic 1. Main role is to generate economic benefits for the city, i.e. get people to come to Derby, preferably stay at least one night, and spend their money in the city. (Tourism in Derby – Derby Government) 2. “To identify and research the overseas market segments that offer the greatest economic benefit to Derby, and to market the city effectively to them”. (Tourism in Derby – Derby Government) 3. “To attract visitors to Derbyshire, particularly to areas requiring economic growth and regeneration” (Tourism in Derby – Derby Government). 4. “To provide services for the visitor with an objective to provide the best experience and maximise visitor spend” (Tourism in Derby – Derby Government). 5. “To support the tourism industry through improving quality, employee skills, developing new offerings and attracting new investments” (Tourism in Derby – Derby Government). 6. “More businesses coming in, more visitor spending and continuing growth of our cultural and creative industries” (Derby - Living City) 7. “Promoting tourism – so that we can maximise the role of culture in making Derby a principle destination in the region for tourism and day visits” (Derby - Living City). 8. “Increase day visits and night by 25% (Derby - Living City). 9. “Increase the number of people using the city’s cultural facilities over five years by at least 20%” (Derby - Living City). Cultural and Environmental 1. “Improving the quality of life, promoting inclusion and celebrating diversity and contributing to regeneration and prosperity”. 2. “More cultural opportunities throughout the city”. 3. “A stronger regional, national and international recognition for Derby’s distinctive cultural strengths and opportunities”. 4. “Safer, more accessible and more attractive with more Derby people involved in its care and improvement”.

12 5. “Widening access – more opportunities for more people” 6. “Promoting environmental education and enjoyment – so that culture helps to develop pride in an attractive and healthy environment and increases understanding of environmental needs”.

Role of tourism Regionally, EMDA through East Midlands Tourism identifies Tourism with the opportunities to create jobs and increase visitor expenditure by encouraging overnight stays. It is also seen as a means of improving the environment and improving the quality of life for communities, as well as cultural development [Culture East Midlands website]. Culture East Midlands prioritises the importance of inclusivity and engagement in tourism and leisure, and the contribution that each gives to these goals. At the local level the aims for tourism is target the overseas market, gain the spin off benefits of tourism and attract new investments into the area. As well as using tourism to educate, it is seen as means of celebrating diversity and increasing recognition for Derby.

Canals as contributors The canals themselves are considered important in delivering the objectives as identified above. As EMDA says,  “Waterways lacing the region – canals and rivers – are an important part of the ambience of the rural environment and are increasingly seen as a focus for regeneration” (EMDA 7.10). Canals are thus identified as key contributors at the regional level offering value through regeneration for the rural environment. Furthermore, the canals are seen as providing regional potential in supporting tourism related activities that are derived from linking heritage and the natural environment. This would further suggest the benefits of alternative transport methods have been identified as contributing towards a smarter tourism service, but it also reflects that transport via the canal is an attraction in itself.  “The region’s extensive wetland habitats, including rivers, streams, canals, reservoirs and river corridors, offer potential as visitor routes and destinations with scope to develop themed tourism experiences linking heritage and the natural environment” (EMDA 7.10). New Tourist types: EMDA identifies that the `new tourist` has particular features in which to cater for. These have been identified in the following comments: 1. “Discretionary income will increase faster than leisure time (which may decrease) so people will be increasingly demanding when it comes to deciding how to spend it. Value for time will be as important as value for money”. (EMDA 2.2) 2. “People will be better educated and want a broader range of experiences. Breaks that offer activities of various sorts will be in increasing demand. People will be increasingly interested in aspects of both built and natural environment”. (EMDA 2.2) There are key targets by which tourism developments are driven, and that focus the value of canals in this framework, as evidenced also in the audience evidence below.

Appendix 2.2. Canal audience, inclusivity and access: National Perspective British Waterways Audience and trends: As a result of the successes in leisure income British Waterways state they want to double the number of visitors to their waterways from 2002 figures to 2012. “Our vision is that by 2012 we will have created an expanded, vibrant, largely self-sufficient BW waterway network used by twice as many people as in 2002. It will be regarded as one of the nations most important and valued national assets” (Waterways 2025). Clearly British Waterways have a target to make the inland waterways an independent network, doubling the current level of users.

British Waterways state the key factor in the area of leisure uses is navigation with over 26,000 licensed boats using their waterways. The leisure income statistics for 2003/04 demonstrates the contribution from each area (see graph 2). Clearly online moorings constitute the greatest proportion of income generated. Therefore at the heart of the leisure income generated by British Waterways are the licenses bought by boat users, reflecting boat licenses are key for leisure revenue and increases in the number of boat licenses bought will contribute significantly to the overall leisure income.

Economic resource value The income direct from leisure uses is derived from navigation, operating and renting marinas, retail for visitor centres and other outlets, and angling [British Waterways annual report for 2000/01]. Each year figures are up and continue to grow. The 02/03 annual report indicated leisure income had increased, stating “in the last year our income grew by 10% to £21.9 million mainly due to an increase in retail sales from our newly opened visitor centres and marinas” (see graph 1). As graph 1 indicates, leisure income has been increasing every year since 1999.

Services, facilities This process has been initiated by the introduction of the Waterscape.com website providing goods and services related to the waterways. They have developed the nationwide pub venture, which is a scheme to improve and deliver quality waterside pubs. They have identified further sites for development around the country and introduced services managers to improve customer service. These actions suggest British Waterways have decided to focus attention on the role of the internet acting as a medium between the canals and their users for advertising, raising awareness, promotion and providing the user with a direct link to the services and facilities available. They have also addressed strategic initiatives through the nationwide strategy to collaborate and bring a level of quality to the pubs operating by the waterside, and reviewed the development of other potential sites. Within their own structure they have appointed staff dedicated to the quality of service provided to customers. These points illustrate British Waterways have identified their aims in focusing on the leisure market illustrating the need to have a direct link with customers to learn about how they can improve the services offered, further indicating leisure use as being a key revenue generator with potential to explored and expanded.

National Tourism Perspective The Tomorrows Tourism – 15 point action plan states that one of the key factors in developing and maximising the potential of the tourism sector will be improvements in targeting the niche market and utilising the nation’s history. “Development of niche markets…to unlock the full potential of Britain’s unique cultural and natural heritage”. This suggests that in order for tourism to be a key player in the future as a sustainable generator of jobs and revenue interest in the nation’s history will hold great potential for the tourism industry.

Tomorrows Tourism points also identify need for a more strategic and cohesive approach to the way heritage is promoted so that visitors are aware what is on offer to them. We need a “more integrated promotion of our wonderful cultural, heritage and countryside attractions to enable visitors to enjoy the full range of what Britain has to offer”. The suggestion shows a requirement for the tourism and leisure industry now is a more comprehensive and ‘joined-up’ approach to the way facilities and services are promoted and delivered to the consumer so they are equipped with the necessary information and they can make an informed choice. Canal systems are one of these cultural, heritage and countryside attractions, and for the DSC, linked also with city attractions [when the Ring is completed].

14 Although a potential to expand the leisure market has been identified by the British Waterways and utilising the nation’s history requires a focused and articulate method of development, there are potential barriers hampering the success and restricting the flow of tourism and leisure.

Increasing revenue has been identified through generating greater visitor numbers in the future and British Waterways have taken initiatives to address these developments. However, there are also lessons to be learnt from experiences so far whereby developments of the inland waterways have not been a complete success. The Inland Waterways Amenity Advisory Council (IWAAC) has also identified The “Inland waterways will know of stretches, mostly, but by no means exclusively, in inner urban areas, where there is little positive inter-relationship between the waterway and local communities”. Canals have an opportunity to increase their contribution to enriching the lives of communities.

Other area of concern identified by IWAAC in their report include: 4. Asian communities do not see the canals in the same way as it is not apart of their heritage 5. Disabled people have the physical barrier of access inhibiting their enjoyment of the canals 6. Women are less likely to use the canals alone for safety reasons. 7. Antisocial behaviour 8. Problems with rubbish and maintenance 9. The safety of children 10. A need to increase awareness and information.

Making tourism a navigable option The above are some of the issues that IWAAC have researched and discovered as discrepancies in developing the canals for leisure and tourism. It is also important to consider the future for local businesses, creating job and benefits that can be spread across the local area. This strongly demonstrates that at the national level these issues have presented themselves and they need to be tackled. The D&SCT must therefore be wary of these factors if the leisure audiences are to be addressed appropriately. Increasing revenue must also reflect commitment to enhancing communities and creating jobs and addressing all issues that make access possible.

Appendix 2.3.audience and trends: items: i.towpath/general users Discussion; data: ii.boatusers Discussion; data iii.comparative case: Chesterfield canal Discussion; data

Appendix 2.3.i.Generic canalside users/towpath users

Towpath users constitute a key audience. For this report the ‘general or towpath user’ emphasises walkers and cyclists. There were no joggers and very few fishermen available to complete questionnaires. The nature and character of the towpath user was gathered at Swarkestone Lock.

Towpath user profile The most common reason for people to use the towpath at Swakestone was for walking and cycling. Users tended to be part of a couple, but it was also popular for users to be unaccompanied or with other family members. Most people spent up to half a day at the canal, which constituted up to four hours during any part of the day (see graphs 1, 2 and 3). This demonstrates that the towpath is associated with the key leisure pursuits of walking and cycling by users, indicating that users consider the physical setting of the canal as an ideal place to walk or cycle. Further suggesting there is already a market for leisure activities upon which to develop.

Most respondents were as part of a couple, with combinations of two friends, a mother and daughter, husband and wife, and grandparent and grandchild etc. For walkers, the canal could be a place to talk and ‘bond’ as well as to enjoy a walk, illustrating the social and community benefits to be gained.

For those people using the canal unaccompanied perhaps the canal offers the opportunity to enjoy a time of solitude. For families this might be a time to walk, talk and be together. Although users were predominantly in couples, it suggests that users feel comfortable and safe using this section of the canal either unaccompanied or as part of a family with children. It would further suggest that this section of the canal is viewed as highly ‘useable’ because people are already undertaking these leisure pursuits and thus appropriate enhancement can be made to add value to the experience. The lock at Swarkestone also provided a focal point for walkers and cyclists to take some respite and watch people operating the lock as they passed through with their boat. Perhaps the towpath on this section of the canal is developed enough to accommodate walking and cycling and lesser developed sections of the towpath would have generated a different response in terms of its current state and usage.

The age group of respondents was focused around 46 and over, but there was a relatively even spread of users below this age as part of ‘family’ or ‘couple’ groups (see graph 4), an indication of this age group having more time available to partake in these activities in their daily lives, and that the aesthetics and slower pace of the environment are generally more popular with this age group.

The results clearly show that families do use the canal for walking and cycling, but it is important to remember that this questionnaire was undertaken on a Saturday. Had it been undertaken on a weekday it is possible that there might have been less family groups available to question about their pursuits due to being at school or at work.

Distance travelled Most users had travelled less than 5 miles to reach the section of canal at Swarkestone (see graph 5), suggesting that people are willing to travel a small distance to reach the canal. This statistic does include both walker and cyclist groups and therefore, it cannot be assumed that cyclists had travelled further than walkers. For many, the lock at Swarkestone was a part of the route undertaken by cyclists that did include sections of the canal. Some walkers, however, had also used their cars to reach the lock at Swarkestone before commencing their walk along the towpath. Perhaps car parking needs to be addressed in the future if greater use of the canal is to be made and appropriate points will need to be identified. Suitably placed car parking facilities will not alienate the disabled audience.

Users who had travelled above 10 miles to reach the lock at Swarkestone had come to the canal on a visit with friends and some users were undertaking a longer cycle journey. People were willing to travel some distance to enjoy the area around the lock at Swarkestone, which further indicates the appeal of the canal is not just localised, but is seen as an attraction itself, which people are willing to travel to. This further indicates the potential to promote the canal a wider market beyond local people, thus demonstrating that the canal is not only a local facility that people utilise for short walks, but an attraction in it’s own right for people to enjoy. At Swarkestone, the lock creates interest as an attraction with users.

Knowledge of the towpath When asked how they became aware of the canal towpath, users mainly commented that they either live in the area or they had known about the canal path all their lives (see graph 6). A range of other reasons were proffered including learning about the canal through walks advertised in the newspaper or hearing about it through a friend. Yet the majority of people knew of its existence without any form of advertisement or promotion. This suggests that the canal towpath is used by local people because of its convenience and the fact that they are automatically aware of it through its proximity to their homes. It also indicates that people have a general awareness of canals. Many of the users aged 46 years and above also associated the canal with their childhood and that fact that it was a part of their lives growing up. This suggests that for many, the existence of the canal and its opportunities to be used for leisure pursuits is something people are already aware of and can be built upon with appropriate advertisements, promotions, attractions, facilities and events.

Factors of attraction Users suggested a range of reasons why they are attracted to the canals and it is useful to see the various incentives people have (see graph 7). Motivation was mainly generated by opportunities to walk in the countryside because the canal is seen as a peaceful place away from traffic. It is also a place to appreciate the history. As a bonus, the flat towpath appealed to both walkers and cyclists as providing a none-strenuous form of exercise. These factors clearly indicate that the canal is seen as a means of enjoying the leisure pursuits of walking and cycling in quieter areas, free from traffic and noise and that is not too arduous or demanding. Those users who said they had opportunities to learn about history also demonstrate the canal offers educational benefits and intellectual stimulation. As graph 8 suggests users see the canal as a peaceful environment and an example of local heritage, further illustrating there are many varied ways in which people enjoy the environment of the canals. Therefore, it would suggest that the canal appeals to a wide range of people because it offers the sense of quiet and safety, it does not require particular levels of fitness to be enjoyed, it features the locks and opportunities to meet other boat users, it offers educational benefits and appeals to the senses in terms of the peace and tranquillity that it offers.

Facilities and developments

17 Towpath users would like to see more refreshment establishments such as small cafes by the canal (see graph 9). In particular many people commented that the closed Café by the lock at Swarkestone is greatly missed. Many people were aware of the previous existence of a café at Swarkestone and had enjoyed the opportunity to take refreshment at the café whilst watching boats going through the lock. This clearly indicates there is a market for a café at Swarkestone as the loss of the café is still missed by users. Perhaps this would also suggest that cafes at other points along the canal towpath would be beneficial for users as well as creating further employment.

In addition, towpath users would like to see the provision of more dog and litter bins, which suggests there is a current deficit of small basic facilities along the towpath. It would make the towpath experience better for users if there were bins to leave rubbish and people were able to properly discard of waste whilst walking dogs. Interestingly, some users believed that there are already enough facilities available to them and they did not want to see the canal developed beyond its restoration with cycle hire facilities and shops etc, suggesting that general maintenance and policing of the area would be sufficient to suit user needs. This indicates that users would prefer basic facilities to be provided, which is perhaps more in keeping with the natural environment of the canals, thus maintaining the general atmosphere and ethos of the canals.

Use frequency The towpath by the canal is used on a weekly or even twice a weekly basis and most people use the canal several times a year (see graph 10). This suggests that many people enjoy the opportunity to use the canal frequently and it is a part of their lifestyle to visit the canal. It further suggests that any enhancements made to the canal would inspire people to use the canal on an even more frequent basis, which could create a market for boat trips and provide additional health benefits. There would also be the knock-on benefits of employment and an increase in revenue for local shop keepers. As Dr. Coles at the Chesterfield canal stated, the local shopkeepers around the Chesterfield canal have reported a 10% increase in revenue since the restoration process began. This is a significant amount for local shop keepers in Chesterfield, which highlights the future potential for shops around the Derby Ring.

Towpath users don’t tend to use accommodation because they are mainly local people and the canal is within easy commuting distance. However, some did comment that occasionally they use B&B’s, pubs or hotels if they had come from further a field (see graph 11). This indicates there is potential to expand the amount of time people spend by the canals by incorporating promotions for visiting other local attractions and an event.

Interest in canal boating Almost three quarters of all respondents said that they were interested in the restoration taking place on the canals and they were interested in boating along the Derby Ring (12 and 13). They were interested to hear about the plans for restoration and would be interested in boat trips along the Derby Ring. Although most people using the towpath on this day did not own a boat, there was clearly an interest in the boats that could expanded by offering towpath users the opportunity to take boating trips, thus extending the duration of the time they spend at the canals. This may even lead to people visiting from further distances, increasing the likelihood of accommodation being used, benefiting the more holistic aims for the region in increasing overnight stays.

Future market Clearly there is already an association with leisure pursuits and leisure time at the canals as people undertake walking and cycling activities. Therefore any improvements in the nature of the towpath or additions such as boat trips would enhance the overall leisure experience for these users by increasing opportunities and choice.

18 The canal is a place in which social time can be appreciated both in groups or unaccompanied. There are no preferences or set ways in which a person should or must use the canal. The canal is a facility that is utilised by people in many different ways for many different reasons, without a set time. Users are not limited by times in which the canal is open – it is open all the time. The 45 plus market is a key age group in which to target future developments, but in order to generate more interest from younger people more participatory activities might be developed. This would need to be addressed carefully as it is clear some facilities are required, but other would be too much for the canals. A compromise would need to be made. Both local people and people from further a field can be targeted. There is clearly a potential for creating and inspiring wider appeal and expanding the market.

Developing canal features People at Swarkestone enjoyed the lock as a feature of the towpath. Through the indications that people are willing to travel to the area for leisure pursuits, it would suggest that to be an attractive location for tourism and leisure, the Derby Ring could focus on factors that are unique increasing the appeal of this area in relation to other areas of the waterways network.

Further considerations The views of fishermen and joggers were not fairly represented due to the scale of this questionnaire. It was noted that there are tensions between boat users and fishermen and other towpath users. To provide a more valuable reflection of the towpath audience more evidence is needed on the joggers` and fishermen`s there needs and requirements.

Comparison of boat users and towpath users For the purpose of this report boat users have been treated separately to canal towpath users, but there are similarities between the two group types. Both groups would like to see small scale developments at the canals, to provide them with facilities that they can use. For boat users this is mainly the supply of basic provisions and for towpath users this involves refreshments and litter bins.

DATA GRAPHS ON TOWPATH USERS To be completed in full

Graph 2 - Size Of Party

Appendix 2.3.ii.Narrowboat Users

Questionnaires were undertaken at a social gathering of the D&SCT, at the Swarkstone Lock and at the Sawley Marina. The main findings are as follows.

Boat owners profile Half of the people questioned in the sample said they were interested in boating and of this half, two thirds of the people owned their own narrowboat . In addition, 50% of these boat owners had owned their boats over 10 years and the older the person is the more likely they are to own a narrowboat (See graphs 1, 2 and 3). With boat ownership exceeding general boat interest and the duration of ownership exceeding 10 years, the ownership of a narrowboat therefore indicates canal boating is a very important leisure activity and hobby for many people, particularly for the middle aged and above market, indicating that the potential market increases with the age of the person.

It would appear that narrowboat enthusiasts are likely to have their own boat and they will keep that narrowboat for many years in order to maintain this leisure interest. In consideration of the costs involved in purchasing and maintaining a narrowboat, it would further suggest that people value this hobby highly and take boating trips when ever possible, maximising on the opportunities they have to use their own boat. This further suggests that boat owners in Britain have greater flexibility in the amount of trips/holidays they taken and when in comparison to overseas, users who are more likely to be restrained by their available holiday time and the routes offered by CanalTime [see below].

The cost of owning a narrowboat furthermore reflects the results of these questionnaires, indicating it is more likely that narrowboats are owned by older members of society who have the disposable income and time to benefit from such a purchase. However, it was recently stated on ITV’s ‘Waterworld’ series that more first time home buyers are turning towards narrowboats as they offer a more realistically priced first home purchase. Although there is no evidence from this questionnaire data, perhaps there could be a new emerging trend towards boat ownership for first time home buyers and this could be a new and expanding audience for the canals in the future.

Narrowboat use frequency Data indicates that boat users are more likely to be local people taking shorter trips up to one week and more frequent boat trips (see graphs 4, 5, 6). This reflected that people enjoy using the local and central inland waterways network and they comment there is a lot to see and do

20 on this part of the network. Since it is such an important hobby to boat users they aimed to take more short breaks because they have the time available.

This suggests local narrowboat owners enjoy the local and central network and do not tend to use the rest of the national network unless taking a holiday of greater duration. Shorter trips mean they stay more local. This further highlights the already existing interest in the local inland waterways network and provides a positive indicator for future opportunities and developments on the Derby Ring.

Widening market The customer profile for SoarbottomRiverCruise is varied and the company has found that younger people prefer cruises that allow them to visit a number of pubs, older people and children enjoy picnics and a variety of customers for the evening dinner cruises. Factors that attract boat user

Facilities and attractions A whole range of answers were provided about the facilities and accommodation used (see graphs 7 and 8), but the most prominent facilities used were pubs, along with shops and drinking water outlets. This indicates that boat users are more likely to require provisions, seeking facilities that are basic in nature. However, it also indicates that narrowboat owners often seek out pubs for refreshment and entertainment. It would suggest that the narrowboat holiday experience is accompanied by the opportunities to eat, drink and make new friends in the environment of a public house.

One individual commented they were more likely to use pubs if there are good, safe moorings near by that they could use over night. This suggests that pubs already located on the inland waterway network could benefit by adding moorings or improving the quality of current moorings making it safer for narrowboat users over night. It would appear that some canal boat owners enjoy using accommodation facilities, perhaps as a change to the immediacy of the narrowboat, which consequently indicates that there is a market for accommodation facilities and improvements, which consequently meets the aims of the local and regional strategies.

The type and range of attractions narrowboat owners use whilst boating is extensive (see graph 9) and this demonstrates that the boating experience is supplemented by opportunities to moor boats in order to visit attractions, use the towpath for walking or cycling etc and appreciate the local environment. With such a range of attractions identified it suggests the interests users have are quite varied and individual. Consequently there is a great potential to link key attractions within the area to boating trips through suitable advertising and promotion.

This can be related to the aims of the local strategy identifying that it is important to disperse people beyond the honey pot areas of the Peak District. Developments of the Derby ring linking local attractions such as the Derby Silk Milk, the Ghost Trails of Derby City Centre, Kedleston Hall, Calke Abbey, Elvaston Castle etc are some of the attractions that could be promoted in conjunction with boating trips/holidays.

When boat users were asked to comment upon the factors that attract them to the canals and how they view the canals the responses of peace and tranquillity overwhelmingly outweighed any other factors that appealed boat users to the canals. Alongside peace and tranquillity people associated the canals with a key feature of British history (see graph 10 and 11).

This suggests that a large majority of canal boat users take trips and holidays on the inland waterways because it offers the opportunity to take life at a much slower pace and appreciate the sense of calm and peace being in the countryside. A narrowboat trip allows people to

21 unwind and retreat from hectic lives, whilst appreciating the nature environment and creating the opportunity to visit sites of interest on route. Therefore it appears a holiday or trip on a narrowboat is synonymous with a slower pace of life, peace and tranquillity. This further suggests any future developments for the Derby cruising ring must not jeopardise that fundamental sense of peace or tranquillity offered on the inland waterways.

Facilities and Developments When asked about the type of facilities and developments people would like to see on the proposed ‘Derby cruising ring’ a varied range of responses were offered, clearly linking to the ideas and interests of these people (see graphs 12 and 13) Yet, it was clear that most boat owners hoped to see more safer moorings being added and general boating facilities and improvements, such as sanitary stations, maintenance and policing and places to obtain provisions along the canal ring.

This suggests that canal boaters would like to see basic facilities improved and enhanced and were less keen on larger sized developments. They prefer to see the development of basic facilities, but it is important to remember that these responses are from boat user only and they may only be addressing their own ‘boating’ needs.

However, other developments people would like to see include a link to the River Derwent, more maintenance being undertaken, a link to the City of Derby and a History Centre. These developments tend to be of an engineering nature in that boaters would like to see as much of the inland waterways reopened as possible. There is little emphasis placed on other property or predominantly commercial developments as boaters are generally happy with the facilities currently available to them.

Hiring Boats: Boat users and CanalTime [CT] Boat users constitute a key audience in this report. To understand and appreciate the nature and character of the boat user two types of data have been gathered. Firstly, information is provided on CT, a boat hire service available on two stretches of canals that will make up the ‘Derby Ring’. Secondly, questionnaire data gathered at a social gathering of the D&SCT and at specific points on the ‘Derby Ring’ to offer a further insight into the profile of the boat user.

Derby Canal CASE: Canal Time Starting in 1997 CT provides a boat hire service that operates through a time share scheme. CT has a fleet 150 purpose built narrowboats operating from six locations across England and Wales.

Sawley Marina The Sawley Marina is one of the four Marinas in which CT boats operate out of and it is situated by the Derby cruising ring. Sawley Marina is the largest inland Marina and has a fleet of 80 boats which they maintain for CT. Staff at Sawley teach CT users on how to operate the narrowboats. Users also learn how to operate a ‘mock lock’ and watch an educational video on navigation before they venture on to the Trent and Mersey and Erewash canals.

User profile According to the General Manager of Sawley Marina, Mr Grant, in 2004 there were between 4,500 and 5,000 customers using CT out of Sawley. 75% of these users came from overseas such as Israel, South African and America and the main types of users are families and couples. Mr Grant indicated that demand for CT boats continues to increase each year and Sawley Marina needs more boats to meet this demand.

Overseas visitors

22 These statistics indicate that the majority of CT users are overseas visitors coming to Britain to try a holiday on a narrowboat as part of their options available on the RCI time share scheme. The benefit for overseas users is that it provides people with the opportunity to try a narrowboat holiday if they are first timers and have the option of trying other holiday activities the following year. If a narrowboat holiday is something they enjoy then CT provides them with the opportunity to buy a single week’s canal boat holiday per year.

British users It is suggested that the remaining 25% of users who are from Britain use CT to try a narrowboat holiday. If it is something they enjoy infrequently, CT offers people the opportunity to take a weeks holiday without buying a canal boat of their own. However, Dr. Coles Manager of the Chesterfield Canal suggests that instead of people buying their own boat, people have started to buy shares in a narrowboat in order to use it for a set amount of time per year without having to foot the whole cost. This suggests that with the option of buying a part share in a it, people are more likely to take up canal boating as a leisure pursuit. Therefore, providing this ‘part-buy’ option could be important in order to attract boaters in the future on the Derby cruising Ring and this could constitute a greater audience in the future. It may also appeal to younger people interested in boating who is perhaps less likely to have the disposable money to buy a narrowboat of their own.

In terms of accommodation CT is a self contained holiday option. As emphasised by the local strategies at the start of this report, fulfilling the economic potential of tourism for this region means it is essential that overnight stays are maximised, especially from overseas visitors, which is the largest tourism revenue generator. This suggests that in order for the local economy to benefit from CT users, the accommodation, attractions and facilities available around the cruising ring and within the proximate area needs to be of a suitable quality and price. This could encourage CT users to extend their boating holiday and make full use of the attractions available, thus increasing the overall spend in the area. For example, a weeks boating on a narrowboat could be supplemented by additional overnight stays in areas that have taken the interest of users. This could be further encouraged through organised tours or events and festivals, related to boating or to the region itself.

Future Considerations for CT CT is a separate commercial entity operating through an independent scheme. If CT would like to make use of the Derby Ring to expand the navigation routes it offers, it would be necessary to assess the potential for them to expend and if they can accommodate further increases in CT users. It would also be important to consider the number of boats they can accommodate in the future and if people would be interested in a short trip along the Derby Ring as well as week holidays by incorporating the Derby Ring into other cruising routes. Sadly the views of CT users were not available for this report, but it would be interesting to discover if overseas visitors also see the canals in the same way as local British users. They might have enjoyed the ‘simplicity’ of the experience or they may like to see other development types that meet their needs.

The potential market for CT cannot be truly identified until restoration work is complete and the cruising ring is operational. Nevertheless, the yearly increases experienced by CT suggest an expanding market is likely and this is a key audience to consider in the future.

Future considerations Shares in canal boats There is evidence of people becoming more likely to buy a share of a canal boat in the future. If so, this is likely to be a key audience in which to promote the Derby Ring and offer opportunities for boat users.

23 Increasing visitor spend It is crucial for Derbyshire as emphasised in local and regional strategies to increase the visitor spend and developing boating opportunities would enable them to do so. Future promotions may target the more middle aged market and above, but efforts could be made to make boating appeal to families and young people. It already seems there is a changing trend with young people buying narrowboats to live on so maybe there is growing interest in boating form the younger market.

New boaters Evidence suggests that there is an established local market for navigation routes, but the formation of the Derby crusing Ring could attract new boaters, especially since it will offer links elsewhere on the network.

Care and sensitivity Boat users don’t want to see extensive developments so care and sensitivity needs to be given to developing ‘appropriate’ and ‘fitting’ facilities for canal boat users, identifying the best location for such facilities so they can be maximised. Creating the right conditions for boaters to stay and use the facilities will be essential for the local economy and the future tourism use of the inland waterways network.

Bundle of benefits Offering boaters a bundle of benefits in Southern Derbyshire is more likely to attract the overseas market, increase revenue and employment, and improve visitor spend. Linking the canal network even further appealed to boat users as it would bring boaters into the City Centre, create the opportunity for an overnight stay and bring revenue into the City Centre. Developing canal links into the City Centre will link the Southern part of the county directly with the City Centre offering alternative routes for people to enter into the city that are more sustainable.

Running Theme Boating developments must not hinder the peace and tranquillity ethos on which the boating appeal has grown, which accounts for current and increasing popularity with boaters.

DATA GRAPHS ON BOATUSERS

Appendix 2.3.iii.Chesterfield Canal

The Chesterfield Canal has been taken as an example of a local canal restoration project also addressing audience and access issues.

Chesterfield Canal Trust The Chesterfield Canal Trust is a charitable company run by volunteers since 1997. The Trust aims to promote the restoration and development of the canal and campaigns for the construction of the Rother Valley Link, which will join the Chesterfield Canal with Sheffield and South Yorkshire navigation.

The Canal Partnership Development Manager for the Chesterfield Canal Partnership, Dr Coles provided the following information upon areas that are important for them to consider when addressing audience and access issues.

Car Park facilities There is need for small strategically placed car parks around the Chesterfield Canal so that people can still get to the canal whilst not allowing the it to be overwhelmed by car parks. This is especially important for disabled people. They would otherwise be discriminated against if the opportunities to access the canal were not available. This suggests that there is likely to be a need for car parking services at suitable places along the Derby Ring in order to cater for all audiences, so as not discriminate against certain audiences, but suitably accommodating all needs.

Sustainable transport Sustainable transport is another key feature to address in the restoration of the canals and providing suitable access. The Chesterfield Canal aims to encourage people from Sheffield to travel via bus as opposed to car to support sustainable transport. However, as Dr Coles indicated if a person from the city wants to cycle in the countryside it is unlikely that they will ride all that way. It is more likely that people will travel to the site in cars and then use their bikes. Dr Coles emphasises that it is important to be realistic about the car parking as well as promote alternative forms of transport. The Chesterfield Canal would also like to promote a park and ride system from Rotherham, but sadly the Rotherham Council does not support this idea believing that it will encourage people to go to Sheffield, taking people out of Rotherham. Although there are clearly tensions for sustainable transport with the Chesterfield Canal, Dr Coles says it is crucial that sustainable transport is seen as a key driving force in supporting access issues. This indicates that sustainable transport must be well studied by the D&SCT in order to balance the needs of canal users with the demand for transport and consideration for the natural environment.

Young people and Involvement Getting people below the age of 18 involved in the canals and its restoration is restricted heavily by the Child Protection Act and the necessary Police checks required for working with Children. In order to gain the interest of young people to the Chesterfield Canal, events are staged in the summer holidays for children to attend when accompanied by their parents. The Chesterfield Canal have found that volunteers do not want to be Police checked generally, but the more professional their background is, the more likely they will be to undertake a Police check. Since there are restrictions in place to encourage young volunteers, it would suggest that a more appropriate remedy is to target families and encourage activities related to the national curriculum, through school trips. The Chesterfield Canal would like to have a floating classroom, which they believe would give school aged children access to the canals in a controlled and safe environment, supervised by teaching staff. Perhaps the experience of taking students from Ivy House Special School by the D&SCT indicates the

25 benefits of targeting school based activities. This could also lead to a floating classroom on the Derby Ring.

Communicating the Canals The Chesterfield Canal has a communications strategy, which they are still developing. They have identified different segments, which they need to target when communicating interests and developments. They say the main groups are politicians, businesses, users of the canal. Information requires packaging in different ways for each audience. For example, users want to know that there is something attractive to visit that will give them a nice day out. They are not as interested in economic development when they are looking at ways to spend their leisure time and so they are ‘turned-off’ by this idea. Politicians, however, want to know that developments will have benefits for the economy and meet Council objectives. If they know that the canal will meet some of these objectives they are more likely to support it. Therefore, no one single method can be adopted. This suggests that the Derby Ring will need to look at a range of ways to communicate the canal to various audiences, from people using the canal for boat trips to encouraging inward investment.

Marketing Strategy The Chesterfield Canal hasn’t yet produced a long term marketing strategy as it still hasn’t been decided. Dr Coles believes it will emerge as more facilities are put in place. They have already identified that they need more hire boats and they have contacted larger hire boat companies to get them on board. It would suggest that creating a marketing strategy has to be undertaken in conjunction with restoration and the strategy is likely to grow as the canals move closer towards completion. It will therefore be important for the Derby Ring to develop their marketing strategy as soon as possible. Not only will this raise awareness of the facilities available, but it will also allow them to gage and monitor interest, addressing issues as the move forward.

Access for all Dr Coles firmly believes that the canals can benefit all of the community. This includes all classes from A B C 1 2 and 3 groups. It offers opportunities ranging from education and to enabling people to commute to work, as a means of sustainable transport. Dr Coles also indicated that it is important to make the canals appeal to ethnic minority communities who do not see the canals as part of their heritage.

Dr Coles believes access is not just about physically enabling people from all areas of community to use the canals, but access in the form of relaxation and therapy. People should be able to appreciate the natural environment and history through the peace and tranquillity the canals offer. This suggests that access needs to take a holistic and wide ranging approach in how it can benefit at all levels. Therefore, the D&SCT need to think broadly when they consider the overall access issues. It is not just about physically providing access, the canals allow people to access a space where they can undertake leisure pursuits in a peaceful and tranquil environment.

Coping with difficult times A key consideration emphasised is that access to the canals is not affected by a recession. For example, people are less likely to update their car in a recession, but they will most likely keep their hobbies going, such as canal boating, walking, cycling etc. Therefore, canals don’t feel the knock of a recession. People will always want to cycle and walk etc. Consequently, canals will maintain at a constant level of interest from users, adding further value and weight to its importance for restoration.

Employment The Chesterfield Canal restoration project has already created 20 jobs in catering and they estimate 120 more when restoration is complete. They state that approximately 9-11,000 jobs

26 will benefit from the canal reinstatement, through canal users also using local shops, thus boosting to the local economy. Shop keepers will be taking on more staff and opening their shops for longer hours. So far local shop keepers have indicated a 10% increase on revenue, which is a significant amount for shop keepers who often work on a break even basis. Through experience at Chesterfield it would suggest that the Derby Ring can boost employment in catering and various other spin-offs in local shops will be generated to enhance the economy.

Visitor Statistics The Chesterfield Visitor Centre at Tapton Lock reported rising numbers of visitors over the years and between 1998 and 2003 they had received nearly three times as many visitors (see graphs). The more significant months for the Tapton Lock Visitor Centre (TLVC) are from April to July each year, suggesting that spring and summer are more likely to encourage visitors. However there were high numbers reported in December each year suggesting that the Christmas season and events further encourage visitors. Clearly the summer months are key generators of visitors for the Chesterfield Canal, which further illustrates that the D&SCT need to look at means of lengthening the season and building visitor numbers during off-peak times. This might be achieved through events, festivals and offering discounts.

The information provided by the Chesterfield Canal indicates that there is increasing local interest in the canals and there is significant gains to be made in the local economy and for the local community. This provides strong indicators for the D&SCT that there is increasing interest in canals in the area. The experiences at the Chesterfield Canal offer useful information on issues of access to address including encouraging the ethnic minority groups. They also emphasise that access should be treated in a more holistic fashion. They do however, recognise their own limitations at this stage in that it is difficult to develop a marketing strategy, whilst restoration is still being undertaken, but it would suggest that marketing does need to be addressed in association with the regeneration process.

Appendix 2.4.:Volunteers.

Volunteers make up a key audience for the Derby and Sandiacre Canal Trust. Many Canal Trusts across the county have volunteers and their work is supported by other national organisations. To understand and appreciate the issues surrounding the volunteer audience evidence is taken from two national organisations supporting volunteers and also accounts of volunteers associated more locally with the Chesterfield Canal Trust and the Derby and Sandiacre Canal Trust.

The British Trust for Conservation Volunteers The British Trust for Conservation Volunteers (BTCV) is a national conservation charity that works with individuals and communities to “connect people with place, builds healthy, sustainable communities and increases peoples life skills”. The Trust provides opportunities for individuals to undertake conservation tasks in a whole range of areas including canal regeneration. The BTCV provide a range of volunteer opportunities including day tasks and holidays. Holidays are provided for people over the age of 18 years old, but young people between the age of 11 and 16 are able to take part under the direction and support of millennium volunteer staff. The tasks that the BTCV offer include meadows, wetlands and habitat management.

The Waterways Recovery Group The Waterways Recovery Group (WRG) have been coordinating and supporting canal restoration schemes since 1970. The Group provides equipment, expertise, publicity and labour through keen volunteers offering their services from around the country to canal projects in need of restoration assistance. Volunteers can attend a restoration working party in the shape of a ‘Canal Camp’ or over a weekend through the WRG.

In summer 2004 the Borrowash section of the D&SCT had a working weekend organised through the WRG. Young volunteers came to work on the Borrowash Lock Chamber from all over the country. This event was supported through funding from Borrowash, by the D&SC Society and the East Midlands Airport Community Fund. It was attended by the Mayor of Erewash and cover by press and radio.

Raising the volunteer profile These two schemes illustrate the types of volunteer organisations that provide restoration assistance to canals being restored. Both organisation are examples of the supporting organisations that promote the benefits of volunteering acting as a medium in the restoration and maintenance process. In Borrowash the volunteers who came to Borrowash not only made a significant improvement to the physical restoration of the canal, but they also helped to raise the profile of the D&SCT. Therefore the benefits and gains volunteering offers varied.

The following accounts demonstrate the gains people obtain from working as a volunteer. Skipper on the Chesterfield Canal Narrowboat “Boating and camping have always been my main interests. So on retiring at 65 I joined the Chesterfield Canal Trust. Within a year I had gained a licence for a trip boat on the canal. I had been a HGV driver for forty years so this was a complete contrast. The pace of life is so different. I now look at lorries on the roads and appreciate how good it is to drift along at four miles per hour. I see more wildlife than every before and people on the towpath are really friendly. Children love the boat and many have held birthday parties on board. We have a very committed and friendly crew but we can always use more”.

Three Valleys Volunteer - Chesterfield “Working full time, I only get out with the work parties at weekend so I rarely meet many fellow volunteers. The summer BBQ and the Christmas Party are two events where we can

28 get together…The number of volunteers and other groups attending has grown over the years and highlights the range and diversity of the work undertaken by the Countryside Service…The summer BBQ used to be held at Linacre: cut down oil drums and wood made a ‘real’ BBQ but it took hours! Last year the BBQ was at Tapton, a high-tech affair with gas- fired machines and charcoal briquettes…The best bit is the slide show of volunteers in action. What a handsome, virile bunch we all are and don’t we make a difference”.

Statement by a typical volunteer – D&SCT “I am a 55-year-old nursing sister who had to retire on health grounds…As a teenager, for my GCE ‘O’ level history course I had to study the Industrial Revolution, which also included the Canal Age….My interest in canals stayed with me through adult life and eventually I became a canal boat owner…When it was announced that a group was being formed to restore and re- open The Derby Canal, I became a member and offered my services as a volunteer…Over the last 10 years [I have] organised social events, dug out a lock chamber, erected scaffolding, driven a dumper, scrub bashed, rubbish clearance, staffed the exhibition stand at The Boat Show, County Show, National Waterways Festival, been part of the support team at road- show presentations, given talks on the restoration of The Derby Canal and The Canal Age……there are many more members who have done and experienced just as much as me”.

Appendix 2.5.Access and Education

29 The inland waterways network can be used as a learning and education resource for children at School, for College and University students, volunteers, and for people through job training schemes and new skill building. As Mayor and Millar point out, the “waterways are increasingly being used to help deliver a number of social objectives…such as education and training”. (Municipal Engineer 157, 2004, p104). This section of the report focuses on the issues of providing school aged children with opportunities to utilise the canals for learning. It also examines how benefits can be gained by volunteers and how the canal can benefit from such volunteers.

CASE: Ivy House School Ivy House School in Derby is a state special community school for girls and boys aged from 2 to 19 years old with nearly 80 pupils. Ivy House School has undertaken practical school group trips in association with the D&SCT in previous years. This School provides substantial evidence in catering for the needs of school children generally and children with special education needs. School undertake a thorough access and risk analysis Activity Types The types of activities pupils would be involved in at the canals are:  Hedge planting.  Conservation projects for the sixteen to nineteen year olds.  Accessing a narrow boat.  Looking at different types of waterways, flora and fauna. The opportunities indicate that children can both learn new skills and gain ‘hands-on’ learning and appreciation at the canal side as well as making a contribution to the restoration and maintenance of the canals. Practical experience Ivy House commented that canals deliver practical experience for children in learning, appreciation and gaining a new insight into the environment and history. This suggests that canals can support the learning and development of children by supplementing ‘in-house’ classroom learning by providing ‘in-the-field’ hands on experiences that will supplement and enrich their learning. Meeting curriculum requirements Using the canals as a means of education can contribute towards meeting the requirements of the school curriculum including: Science, History, PE, Outdoor education, Literacy, Numeracy Canals can contribute to any area of the curriculum. “Venues can be tied into practical delivery of virtually any curriculum area”. This suggests that the School curriculum can be enriched by using the canals for learning and further indicates that the canals can offer school children methods of hands on learning that are not available to them inside the School environment. Staffing trips to the canals The staffing requirements for children to canals depend upon the level of disabilities a child has. For example, a child in a wheelchair will need one to one support and so will children with behavioural problems and autism. Clearly safety and support are key issues to address when considering school children and as Ivy House School demonstrates the appropriate number of staff to children is crucial. Yet Ivy House School illustrates that school children with special needs can be accommodated and benefit in their learning from the canals as well as children attending schools that do not cater for special needs. Accommodating children with special needs In order to improve access to the canals the main factor Mrs Sillitoe identified for children with special needs was wheelchair access. This indicates that important physical adaptations would further enhance and make future use of the canals by schools easier and more likely.

30 This would not only benefit school children, but also members of the wider public with difficulties in physically accessing the canals.

Making a duck headdress Fishing for rubbish Going batty!

The children were also able to “watch colourful narrow boats passing through the locks, go aboard a historic working boat, spot the “Giant Junk Guzzler” and explore the Fradley Pool Nature Reserve”. Fun and Learning This event was organised by the WOW Team and sponsored by the Heritage Lottery Fund and was a huge success. It indicates that the canals can be used as a means to provide education in a fun way to learn about history, the environment and wildlife in an animated and practical way, by inspiring children and generating interest at an early age. Therefore indicating the range of ways in which the canals can be used.

CASE: The National Trail boat Festival Chesterfield On 23rd May 2005 the Chesterfield Canal Trust hosted the National Trail-boat Festival. This festival was designed to promote the Trail-boat and raise the profile of the Chesterfield Canal. At this festival there were opportunities for children to learn about and participate in canoeing on the canal at Tapton Lock. The Tapton Lock Visitor Centre also had a display of the work local school children had participated in to describe the history of the canals and how the Locks work. There were also opportunities on the day for children to undertake colouring and drawing activities in the Visitor Centre. Children contributing to the canals In promoting the Trail boat and the Chesterfield Canal, this festival also demonstrated that children and families could take part in a local event by encouraging the children to contribute towards the preparation of the festival and take part during the festival.

CASE: Spondon Linear Park Partnership The Spondon Linear Park Partnership (SLIPP) is a sub group committee of the D&SCT. This group was formed to work in partnership with the D&SCT for the benefit of the Spondon community as the canal is restored. Through involving the local school SLIPP created their own live website by working with the students of West Park School and their IT teacher by asking them to design a website with information and photographs relevant to community

31 activities. The student designers were awarded as the best website was chosen in the school assembly. School spin offs Involving the West Park School in Spondon demonstrates that actively encouraging school aged children to participate in developments demonstrates the educational spin offs from the restoration of the canals. Through creating a website for the subcommittee multiple benefits were gained for the regeneration of the canal, the creativity of children and developing a child’s technical skills for the future. They were awarded with prizes and their achievements were recorded. This website project enabled children to be creative whilst learning about the opportunities of community participation at such a young age.

CASE: Floating classroom The floating classroom provides a safe environment for school children and contains all the learning resources they will require. A number of Canal Trusts around the county have developed or are in the process of developing floating classrooms to make the education of school children and youth groups a more formal and stable fixture at the canal side. According to Development Manager of the Chesterfield Canal, Dr Coles, they are aiming to turn their unique ‘Cuckoo’ boat into a floating classroom. As their Communications Strategy points out, “engagement with schools will need to be based on the provision of education material tailored to the national curricula which unitise the resources of the canal” (2004 2.3.4). The Aaron Manby Narrowboat at Tipton in the West Midlands is also in the process of being transformed into a floating classroom with a direct link to the national curriculum key stages 3-5.

Summary: Derby Canals as an education resource Evidence taken from the Ivy House School and the events strongly indicates that the ‘Derby Ring’ canals have a strong potential to be developed as an educational resource with educational spin offs. The examples have suggested four specific ways in which the canal can be used as an educational resource for school aged children:  As a practically applied supplement to the national curriculum.  Accommodating the special needs of school children.  As a means of uniting school aged children through a social event to participate in canal related activities.  Through festivals and raising the profile of the canals by bringing the local community together and maximising upon the features and the opportunities that canals have to offer.  By encouraging the creativity of children and offering opportunities for community participation.

Children and Safety Evidence illustrates that the issues of safety are interrelated with the opportunities for education at the canals. Safety is a key area that must be addressed when accommodating schools in their learning experience on the ‘Derby Ring’. Recommendations Evidence suggests there are many positive gains to be made for school aged children and it is clear that steps have been taken to encourage such school children to utilise the canals in Derby for their education and learning, both in and out of school time. The Derby Ring consider the possibility of creating a floating classroom that will act as a permanent resource for schools to use throughout the year. The Derby Ring has an opportunity as ways of encouraging the use of the canals with the deaf children from the Royal School for the Deaf in Derby. The Ivy House Specialist School has illustrated that children with special educational needs have

32 been and can be accommodated so there is already evidence to suggest that other specialist needs can be catered for with the potential for positive learning outcomes at the canal side.

Appendix 2.6.Business, Employment and Investment

33 Given the added value for inclusivity, audience and access, as well as environmental improvement, from regeneration, the following items of economic value in regeneration are worthy of note. The business, employment and investment potential for leisure and tourism is addressed through an example of a company offering boat trips on one of the Derby Ring canals, the Trent and Mersey Canal.

SoarbottomRiverCruise The SoarbottomRiverCruise company provides a trip boat operating on the River Soar and the Trent and Mersey Canals through Derbyshire, Leicestershire and Nottinghamshire. The 12 passenger open-sided boat is licensed and provides evening dinner cruises, picnic cruises, children’s birthday parties and wine tasting cruises. There is also business generated at Trent Lock, Sawley, through passing trade. There is a range of cruise trips advertised on their website and they are looking to offer more options to customers. Most group parties are for 10 and 12 people using the full capacity of the trip boat.

Cruising Customers The company has been operating for two years and is now in their third season. According to the Managing Director, Jody Weston-Webb, customer numbers have increased over the years, although business did suffer during 2004 due to the terrible summer weather and a trip had to be cancelled due to flooding in August that year. Each season is March/April to September/October.

Business expansion SoarbottomRiverCruise are interested in operating a trip boat on the Derby Ring if there is a safe place to be based in a suitable position to attract passing visitors. If such expansion was possible the Managing Director commented that permission would be required from British waterways and Derby City Council (if operating from Council property). It might also be necessary to obtain permission for the D&SCT.

SoarbottomRiverCruise have recently purchased a new boat so setting up in Derby would only require a base to operate from and permission. By setting up in Derby SoarbottomRiverCruise would need to employ two more staff. The company would be very interested they could have permission to operate from the City Centre as this is likely to attract an even greater market.

Canal Business Opportunities SoarbottomRiverCruise have established themselves on the Trent and Mersey Canal and there is a growing market for their services. They have also developed a website to market their services to visitors informing potential customers of the types of trips they run and costs etc. They have indicated that there is enough growing interest in their cruises to take on a second trip boat and expand the range of cruise trips they offer. They are interested in developing the growing market to expand their business and they are keen to do this on the Derby Ring with permission. SoarbottomRiverCruise have already identified their market segments and know the types of cruise trips to expand.

Unfortunately, SoarbottomRiverCruise is influenced by weather conditions, which is disruptive to trade. However having expressed interest in basing their company in the Centre of Derby it is possible the services could be extended further by offering parties on static boat outside the Council House in Derby. This would encourage business during poor weather conditions and at the same time raise awareness for their boat trip tours in the City Centre.

34 There are clearly opportunities to employ further staff at SoarbottomRiverCruise indicating tourism and leisure developments on the canals will generate more employment opportunities. If the SoarbottomRiverCruise were given permission to expand their boat trip company this would further support local and regional objectives for increasing tourism related jobs.

StensonBubble The stensonBubble is another trip boat company that operates on the Trent and Mersey Canal based at Stenson Lock. StensionBubble was contacted for this project to discover their interest and potential to expand their boat trip services, but sadly their views were not returned.

The SoarbottomRiverCruise river cruise company is offered as one example of the business potential and interest in developing the Derby Ring for tourism and leisure. Due to the limitations placed on the size of this report it is suggested that a more comprehensive picture of the business opportunities could be obtained by researching the potential for pubs, restaurants, cycle hire companies etc to further establish the business, employment and investment opportunities available, and the various other economic spin-offs created by encouraging business on the Derby Ring.

Appendix 3. Sources of reference

Leaflets/Brochures - Course book for trainee community boat managers. - Tutors notes for community boat trip managers - Leaflets information on the Gloucestershire DART - Testimonies from users of the Gloucestershire DART - BTCV Holidays 2005 brochure - Countryside Matters' - Derbyshire County Council Countryside Service Spring/Summer 2005

Policy Documents - Tourism in Derby - www.derby.gov.uk/nr - Derbyshire Tourism Forum Business Plan 2004/05 Update 26th July 2004 - Evaluation of UK waterway Regeneration and Restoration - EMDA Destination 2010 - Communications Strategy for Chesterfield Canal Partnership 15th March 2004 - British Waterways Annual Report 2000-01 - British Waterways Annual Report 2001-02 - British Waterways Annual Report 2002-03 - British Waterways Annual Report 2003-04 - Derby Tourism Strategy SWOT Analysis 2003 - D&SCS A policy document on Volunteers - Tomorrow`s Tourism: DCMS -Department for Culture, Media and Sport

Articles - IWACC The Inland Waterways: towards greater social inclusion April 2001. - G. Maeer & G Millar “Waterways regeneration and restoration schemes” 2004 Municipal Engineer 157 Issue ME2 - G. Maeer & G Millar “Economic Evaluation of the Kennet and Avon Canal Restoration” Countryside Recreation Vol 12, Num 1, Spring 2004

Letter - Mrs P Sillitoe Ivy House School, Derby

Emails - Judy Flack. - Ms J Davis - statistics on Tapton Lock Visitor Centre - Ms K Wilson BW Leisure Income statistics. - Mr Treble from DART - Mr Bailey from Community Boat Association - Jody from SoarBottomRiverCruises - P Wake from the Bruce Wake Trust - Mr Stracey from Vitalise Holidays for Partially Sighted People - Mr Hunt from the Canal Project

Interview

36 - Dr Coles from the Chesterfield Canal Trust on 12th April 2005

Questionnaires At Sawley Marina, Spondon Society gathering and Swarkestone Lock.

Telephone Conversation Mr R Grant General Manager at Sawley Marina

Websites Wow Water Racket at Fradley www.wow4water.net/homepage3.asp?url=13-5-20051315606 Aaron Manby Narrowboat – Floating Classroom http://www.lea.sandwell.gov.uk/youthandcommunity/docs/malthouse.pdf Youth and Community Services http://www.lea.sandwell.gov.uk/youthandcommunity/news-2005-02-25- floatingclassroom.htm Starline Marine http://www.starline.demon.co.uk/www%20-%20Disabled.htm Waterscape http://www.waterscape.com/servicesdirectory/C/Canaltime.html British Waterways www.britishwaterways.co.uk Canal Boat Project www.canalboat.org.uk Culture East Midlands Website

No responses from: The Stenson Bubble (trip boat) Derby College for responses to using the canal for College students CanalTime questionnaires Nottinghamshire Council on canal plans for Notts Erewash Council

Page6 para.5. ‘Young People and Involvement.’ Insert? ‘An approach has recently been made by a leader of the D of E Award scheme asking for groups of her youngsters to be included during restoration, as part of their community service work.’

Page10 ‘Small scale amenities’ ‘…….and support the local economy in such places as The Silk Mill, should the City River Link be opened up.’

Page11 ‘………..local entrepreneurs and appropriate agencies, such as Derby City Partnership, to assist…..’

Page 12 para. 4 Should it be mentioned here that much of the route is part of the Dover- Inverness National Cycle Route 6?

37 Horse riders are omitted from any of the user lists. We already have a multi user route in Draycott/Breaston, heavily used by horse riders, and we intend increasing the MURs, (multi user routes), as we restore the towpaths and where the land width permits.

Page 18 para4 Is ‘Making tourism a navigable option’ correct?

Page19, para1 Should ‘Sustrans’ and ‘National Cycle Route 6’ be included again in this paragraph?

Page 22 Could ‘The Derby Arm’ be suggested here as a possibility of a unique canal feature and attraction?

Page 24 para.2 Perhaps the benefits of a ‘weekend cruising ring’ as opposed to a ‘short trip’ could be mentioned here. Para.7 Derby City Museum & Art Gallery, particularly the Joseph Wright collection, would be of particular interest to overseas visitors.

Page 25 para.6 It is very important to understand that Canal Time Boats operate 12 months of the year, whereas other hire fleets only run for around 7 months of the year

Page29 Marketing Strategy ‘…….. marketing strategy, perhaps through Derby City Partnership, as soon……’

General Comments ‘This is an excellent study and report.’ ‘Could there be a strong recommendation that the city council should take a very serious look at working towards the creation of the City River Link?’ ‘We could not have wished for a better outcome of this study.’ ‘Every councillor and local government officer should read this.’ ‘Would it be possible to include a very strong paragraph on the very positive domino effect for Derby City, Derwent valley Mills, Erewash and Shardlow etc.?’