A New Vision for Northwest Coastal Resorts
Summary Report
Report produced on behalf of Northwest Development Agency by Locum Destination Consulting
March 2003
Contents
1 Overview ...... 1 1.1 The Project ...... 3 1.2 Challenging Times for Resorts ...... 3 1.3 The Big Picture ...... 4 1.4 A Co-ordinated Vision ...... 4 1.5 A Vision for Each Resort ...... 5
2 Underlying Issues ...... 9 2.1 Building on Previous Work ...... 9 2.2 A Need and Opportunity for Leadership ...... 9 2.3 Five Reasons for Substantial Public Sector Financial Intervention ...... 9 2.4 Circumstances Have Changed for Good ...... 10 2.5 Tourism Trends Have Not Been Kind to the Resorts ...... 10 2.6 Tourism Still Presents Big Opportunities for the Resorts ...... 11 2.7 Gems Needing Polishing ...... 12 2.8 Take Care with Over-precise Segmentation ...... 12 2.9 The Necessity for Reinvention ...... 12 2.10 Too Much Emphasis on Tourism in Regeneration Strategies ...... 12 2.11 Removal of ‘Bucket and Spade’ Trappings a Prerequisite ...... 13 2.12 More Focus Needed on the Building-line Side of the Promenade ...... 14 2.13 Access Needs to be Improved ...... 14 2.14 New Quality Benchmarks Needed ...... 14 2.15 The Downsizing Challenge ...... 15 2.16 The Problem of Too Many Houses in Multiple Occupation ...... 15 2.17 Stimulating Town Centre Property Prices ...... 15 2.18 Successful Destinations Cannot be Successful Next to Social Deprivation ...... 16 2.19 Take Care with ‘Sticky Plaster’ Solutions ...... 16 2.20 Everyone Wants to Create ‘Icons’ – Few Succeed ...... 17 2.21 Inappropriate Uses for Key Sites Should be Avoided ...... 17 2.22 Respect for Heritage is Key to Future Regeneration ...... 17 2.23 A National Seaside Museum? ...... 17 2.24 Bathing versus Birds ...... 17 2.25 Working within the Regional Spatial Planning Framework ...... 18
3 A Framework ...... 19 3.1 A Four-Tier Framework for the Renewal of the Coastal Resorts ...... 21
a new vision for northwest coastal resorts i 3.2 Tier 1: Regional Themes ...... 21 3.3 Tier 2: Regional Brands Based on Geography ...... 22 3.4 Tier 3: The Classic Resorts Hallmark ...... 24 3.5 Tier 4: Visions for Individual Resorts ...... 24
4 Classic Resorts ...... 27 4.1 A Hallmark ...... 29 4.2 Providing a Clear Vision and Target for Stakeholders ...... 29 4.3 Not an Identikit ...... 29 4.4 Preserving the Spirit of the Traditional Seaside Holiday ...... 29 4.5 Possibilities for National and European Participation ...... 29 4.6 A Target ...... 29 4.7 First Priority is Quality of Life ...... 29 4.8 The Brand Values ...... 30 4.9 A Model ...... 30 4.10 Consistent Application of the Brand Values is Essential ...... 30 4.11 Achieving the Brand Values ...... 30 4.12 No Compromises on Quality ...... 31
5 Grange over Sands ...... 33 5.1 SWOT Analysis ...... 35 5.2 An Exceptionally Pleasant Place ...... 35 5.3 Investment Would Produce Excellent Results ...... 35 5.4 The Vision: A Classic Resort ...... 35 5.5 Upgrading the Promenade ...... 36 5.6 The High Street ...... 36
6 Morecambe ...... 37 6.1 SWOT Analysis ...... 39 6.2 A Difficult Challenge ...... 39 6.3 The Need for a Balanced Regeneration Strategy ...... 40 6.4 The Foundations of the Transformation ...... 40 6.5 The Urgent Need for Improved Access ...... 40 6.6 The Lancaster Opportunity ...... 41 6.7 A Viable Destination ...... 41 6.8 The Vision: A Beautiful Place ...... 41 6.9 Improving the Seafront ...... 42 a new vision for northwest coastal resorts ii 6.10 Upgrade of Central Promenade ...... 42 6.11 The Challenge of the West End ...... 42 6.12 The Imperative to Upgrade Quality Expectations ...... 43 6.13 Employing Heritage to Best Effect ...... 43 6.14 Are There Viable Alternatives? ...... 43
7 The Wyre Coast ...... 45 7.1 SWOT Analysis ...... 47 7.2 A Distinctive Niche ...... 47 7.3 Severe Problems of Deprivation ...... 48 7.4 The Access Problem ...... 48 7.5 Fleetwood ...... 48 7.6 Cleveleys ...... 49 7.7 Knott End on Sea ...... 50 7.8 Fitting into a Stronger Sub-Regional Brand ...... 50
8 Blackpool ...... 51 8.1 SWOT Analysis ...... 53 8.2 A Town Plagued by Severe Deprivation ...... 54 8.3 A Modern Resort ...... 54 8.4 The Crucial Importance of Resort Casinos ...... 54 8.5 The Case for Exclusive Resort Casino Rights ...... 54 8.6 Contributing to the Wider Economy ...... 55 8.7 The Vision: Europe’s No 1 Resort ...... 55 8.8 Peer Group ...... 55 8.9 Six Pillars of the New Blackpool ...... 55 8.10 Zoning ...... 56 8.11 The Destination Brand ...... 56 8.12 The Night Zone ...... 56 8.13 Style of the Resort Casino(s) ...... 57 8.14 The Golden Mile ...... 57 8.15 Convention Centre ...... 57 8.16 Housing Clearance and Property Assembly Near the Seafront ...... 57
9 St Annes on Sea ...... 59 9.1 SWOT Analysis ...... 61
a new vision for northwest coastal resorts iii 9.2 The Twin Towns ...... 61 9.3 Vision: A Classic Resort ...... 62 9.4 Fitting into the Fylde Coast Sub-Regional Brand ...... 62 9.5 Regeneration Strategy ...... 62 9.6 Refurbishment of the Seafront ...... 62
10 Southport ...... 63 10.1 SWOT Analysis ...... 65 10.2 A Jewel in the Northwest and Merseyside Crowns ...... 65 10.3 The Vision: Style and Sophistication ...... 66 10.4 Peer Group ...... 66 10.5 Quality of Life for Locals Should be the Priority ...... 66 10.6 Using Lord Street as the Foundation ...... 66 10.7 Creating a More Focused Brand ...... 67 10.8 Developing Conference Trade ...... 67 10.9 The Access Problem ...... 68 10.10 Lord Street/Seafront Renewal ...... 68 10.11 Eco Destination ...... 69
11 The Wirral Coast ...... 71 11.1 New Brighton ...... 73 11.2 Connecting to the North Wirral Coast ...... 74 11.3 Hoylake and West Kirby ...... 75
a new vision for northwest coastal resorts iv 1. Overview
1
1. Overview
1.1 The Project Locum Destination Consulting was commissioned by the Northwest Development Agency to prepare a long term vision and strategy for Coastal Resorts in the Northwest, one that is bold and offers a clear sense of direction, but at the same time is soundly based in terms of market trends and capable of achievement. It will act as a framework for the application of funding from the NWDA, European and other sources (such as the Lottery funds), and assist the NWDA in taking a more proactive role in shaping policy. The following 12 resorts – listed from north to south – were included in the brief: