Celebrate-on- Sea

Putting the fun back into Clacton! 2

Contents

Introduction Clacton Today: The Potential for Change Creating a 21st Century Resort: Changing the Image of Clacton Hello Future: The Overall Plan Putting the Fun Back into Clacton: Key Projects Clacton’s Unique: Marketing and Branding Strategy The Future Starts Now: The Action Plan Clacton: A new future 3

‘Nice places to live and work particularly by the sea are inevitably nice places to visit’‘Nice places to live and work particularly by the sea are inevitably nice places to visit’

Developed by: Introduction Since its Victorian heyday Clacton-on-Sea has been famous as a place for fun, entertainment and relaxation, but changes in the tourist market and declining visitor numbers have meant the image of the town has changed and some of the fun has gone. Now it is time to put the fun back into Clacton and build the foundations for a more successful future 6

Clacton: A New Future

Clacton has the capacity to reinvent a place where people will choose to live, resort’ offering a mix of contemporary itself as a truly 21st century resort work and visit. and traditional family leisure activities offering a high quality all year round with a vibrant evening economy and visitor experience, building on the many conference opportunities. Our focus assets of the town - its heritage, new Our vision is on the people who will use it, the investment such as DONG Energy, experience they will have when they attractive open spaces, local enterprise The delivery of wider regeneration visit the seafront and the memories they and good transport connections and and prosperity is a key priority for the take away. It is also about improving above all - the seafront. The next step Council and INTend in making Tendring pedestrian linkages from the seafront is to consider how to take advantage of a better place to live and work and the to the town centre and station through these excellent assets to improve the transformation of the Clacton seafront better signage and lighting - so the image of the town, driving it forward is central to delivering the wider experience starts as soon as the visitor and making it more successful and regeneration of the town. The proposals arrives. It is about reviving the fun and attractive. build on the Clacton Town Centre Vision laughter associated with Clacton by and the work being undertaken by the creating a high quality and distinctive This document sets out proposals for Council in preparing the Core Strategy seafront which along with effective the transformation of Clacton seafront, which will guide development over the branding and marketing will create new focussing on the area around Pier Gap next 15 years. business and investment opportunities Gateway. The proposals have been and ensure Clacton is recognised as a prepared by Tendring District Council Tourism and leisure development brand in its own right and placed firmly and its regeneration company INTend, is seen as the springboard for the back on the visitor map. working with architects Broadway renaissance of Tendring’s Coastline. The Malyan and award-winning designers Tourism Strategy 2010-2016 sets out The overarching aim is to use the Wayne and Gerardine Hemingway an ambitious programme to transform seafront as a catalyst to drive forward MBE, following consultation with key the tourism offer and appeal of the the transformation and regeneration of stakeholders, local residents and District and to reposition it as a major the town. The key principle is to put the businesses and visitors to the town. tourism destination, reduce seasonality fun back into Clacton by celebrating The proposals have been developed and grow the local economy through the seafront- creating a high quality within the context of the Tendring increasing employment in tourism and and distinctive area which will create Core Strategy and the Draft Clacton visitor spend. The proposals set out in new opportunities for the town, local Town Centre Area Action Plan and this document represent the next step in businesses and residents. The overall demonstrate the commitment of the taking forward the objectives set out in objective is to generate a critical mass of Council to promoting the regeneration the Tourism Strategy. activity that is deliverable and distinctive of the town and maximising the whilst at the same time, creating a high opportunities presented by the seafront. Our vision is to reinvent Clacton as a quality destination with a strong sense The focus is on changing the image and 21st Century resort offering high quality of place and good connections with perception of Clacton and creating a experiences and facilities for the local the wider area. The aim is to revitalise high quality and distinctive destination- community and visitors- ‘a year-round Clacton through a comprehensive Clacton: A new future 7

Clacton: A New Future

programme of key initiatives which seek of the town and local community. This study presents a number to: These comments have informed the of detailed proposals and development of the proposals set out recommendations for the rejuvenation • Create a distinctive destination and in this document and demonstrate a of Clacton Seafront area. The document a unique Clacton brand significant level of commitment which follows the following format: • Encourage investment in new must be built on in the future to ensure development and improvements to that the community is fully engaged in Section 1 Introduction sets out the the seafront taking proposals forward. aims and objectives • Create new business and tourism opportunities Outline of document Section 2 ‘Clacton Today’ focuses • Improve pedestrian links between on Clacton as it is today and provides the station, town centre and the The proposals provide a framework for an overarching analysis of the existing seafront sustainable change and a shared plan situation focussing on the seafront’s • Enrich the existing character of the of action and seek to create a distinctive assets seafront and the town’s cultural place based on fun, celebration, heritage motivation, activity and a shared Section 3 ‘Creating a 21st Century • Phase proposals to make best use belief in the future of the town and Resort’ examines the opportunities for of available funding and investment opportunities for all. Several zones of reinventing Clacton and the key themes • Promote a new image for the town activity have been identified along with a underpinning the proposals for Pier Gap number of key projects to transform the appearance of the seafront which will Section 4 ‘Hello Future’ sets out the Partnership Working be delivered through close partnership overall plans and proposals which form and Consultation working between the Council, other the key elements that will drive change public sector bodies, developers, and deliver regeneration in Clacton Partnership working has been central local businesses and the community. to the development of these proposals. Key to the success of the proposals Section 5 ‘Putting the Fun Back A public exhibition was held in June will be a robust delivery plan and a into Clacton’ outlines the key projects 2010 which generated significant programme of measures to change the which will transform the seafront interest and highlighted key issues of image of Clacton such as celebrating concern to residents, businesses and local food and people, an extended Section 6 ‘Clacton’s Unique’ outlines visitors - in particular, the need to tackle ‘year round’ events programme and the approach to rebranding and anti-social behaviour and improve improved marketing and branding. This marketing Clacton-on-Sea to a wider safety; the requirement for better public document provides the platform for this audience facilities, signage and information; the important delivery mechanism. need for improved connections with the Section 7 ‘The Future Starts Now’ town and better access for all to the focuses on delivery and sets out an seafront; the importance of marketing Action Plan for taking forward the vision and the need to build on the strengths and proposals for the seafront Clacton today

The potential for change 9

Clacton isoffers a place huge of potential huge potential - a rich - aheritage, rich heritage, a committed a committed community community and a andwealth a wealth of natural of natural assets. assets. The challenge The challengeis how to respondis how to to respond market tochanges market changesand build onand these build assetson these to createassets to createa new imagea new andimage appeal and appealto a wider to a wideraudience audience as a place as a toplace live, to visit live, and visit andinvest invest. 10

Clacton: A New Future

A Strategic Location people live in the Haven Gateway sub- relation to the internationally significant region, which contains the regional cities Haven Ports (principally Felixstowe, Located within the Haven Gateway of Ipswich, which has 20 percent of Harwich and Ipswich), its market and Growth Area, Tendring is a dynamic the population and is Haven Gateway’s coastal towns and its high-quality district with many opportunities for largest functional urban economy, and rural hinterland. The Haven Gateway future growth. The sub-region is one Colchester, which contains 15 percent is gearing up for substantial economic of the key international gateways to the of population. The increasing links with and housing growth over the next two UK. Its growth and infrastructure are London are a feature of the economic decades. therefore of national significance to the flows within and across the gateway. well-being of the UK economy. 740,000 The sub-region is also defined in

Strategic Context Clacton: A new future 11

Tendring has been growing rapidly Colchester, the East of England and However, like many traditional seaside for the past two decades and the London and has a number of natural resorts in the UK, Clacton has faced population of 146,000 is forecast to assets such as good quality beaches, decline and has not kept pace with grow to 172,000 by 2025. Clacton is family entertainment facilities and a some of the more affluent parts of the largest town in the district with a committed local community. In this the district. The town faces a number population of over 53,000 and is an context, Clacton offers significant of challenges and there is an urgent important driver of the economy in the opportunities for the future. requirement for a holistic regeneration area. The town has good road and rail strategy to improve the quality of life for links to its immediate surroundings, the town’s residents as well as attracting new investment and visitors. 12

The Challenge At present, the potential of the seafront and this affects the potential to attract is diminished by poor quality public overnight visitors. Above all, Clacton realm and vacant or underused areas lacks a distinctive brand - the Tendring There is a general recognition and buildings which are isolated or ‘Sunshine’ Coast is not a familiar highlighted through stakeholder and from the rest of the town by the car marketing brand and there is a need public consultation that Clacton is not dominated Marine Parade and poor to revitalise existing branding to attract fulfilling its potential and that there is quality pedestrian connections. Clacton new visitors. an urgent requirement to enhance the lacks a distinctive quality tourism/ general environment of the seafront visitor offer. It is famous and loved for its The Area Action Plan identifies four key and town centre in order to deliver beaches and pier which have created a issues for the seafront: regeneration and make it a more highly seasonal destination but there is attractive destination. A number of key a limited range of attractions and visitor • Location, scale and nature of future issues have been identified through the facilities to promote year round activity leisure and recreation uses Council’s work on the Town Centre Area and broaden its market appeal. • Balance of conservation objectives Action Plan. and regeneration needs to revitalise Currently Clacton has a distinct lack the area • Unappealing Gateways into the of lighting along the seafront and has • Transport and movement including town no adopted lighting strategy. This seasonal parking demand, signage • Difficult ‘wayfinding’ is an essential feature of successful and pedestrian connections • Unattractive spaces lacking seaside towns and puts the town • Seafront defences definition at a disadvantage in relation to it • Need for new tourist attractions and competitors. The promenade and The challenge is how to address these improvements to existing facilities, gardens provide a tranquil environment issues in a comprehensive way and use in particular the Pier during the day, but by night they the development of Pier Gap Gateway • Lack of complementary leisure uses become under used and deserted. as a catalyst to deliver the Clacton Town to supplement the retail offer This, combined with the lack of lighting Centre Vision in a sustainable, viable creates an area which is unsafe, and memorable way. insecure and discourages visitors in the evenings. Existing overnight accommodation is limited in its quality, range and number of bed spaces Clacton: A new future 13

The Opportunity • Revitalisation of the town centre Clacton has many assets to build on- through the creation of new good strategic transport connections, retail opportunities, community, distinctive natural features, a committed The Clacton Town Centre Vision (2009) entertainment and civic uses and a and enthusiastic local community, a represents a critical milestone in the vibrant public realm strong sense of local entrepreneurial regeneration of Clacton and sets out the • Opportunities for young people and willingness, a sense of seaside ambition: intergenerational relationships to nostalgia and the unique opportunities promote community cohesion presented by the significant investment ‘ to create a revitalised and thriving • Increasing economic activity by by DONG energy in off-shore windfarm town centre which is safe and supporting business growth and developments. attractive and a place where people local employment want to shop, work, visit and invest’. • Enabling skills improvement The town also hosts successful events • Enabling a more active and healthy such as the Clacton Airshow which The vision is underpinned by the community attract a large number of visitors. Most following key principles: important, there is a growing appetite The proposals for the Pier Gap Gateway in the town for change and partnership • A more attractive seaside area seek to build on the Town Centre working. destination… where visitors stay Vision by creating an attractive seafront longer and spend more quarter with a viable year round leisure • A green and sustainable town… and entertainment offer and reinforcing making the most of the town’s the connections with the wider town natural assets centre. • A town that respects its heritage… whilst looking to the It is clear that to achieve the vision, future a number of challenges need to be addressed but in doing so we must at all A key objective is the creation of an times focus on the assets of the town. attractive seafront quarter focussed These assets are not currently being around a sustainable pier with legible fully utilised or promoted and provide routes between the town centre and strong foundations for the renaissance the seafront. The Vision also places of the seafront and a more successful importance on the following: future for the town. 14

We need to make the most of these • Victorian Heritage – Victorian • Promote, develop and facilitate the strong and distinctive features: buildings and features located development of new leisure and throughout the study area recreation facilities for the benefit of • Beaches – safe, blue flag awarded • Seaside buildings – There are visitors and residents with unrestricted views out to a number of buildings and outlets • Promote a new emphasis on the the open sea. These provide the located along the promenades that future of the seafront, central to the platform for seaside events and provide facilities for visitors or have regeneration of the town festivals as well as a focus for family the potential for such provisions. • Improve the quality and stability activities The Atlanta Café, the Pavilion, of the towns’ beaches and • Sea – natural landscape gives seafront kiosks, kiosks on the Pier promenades to promote the opportunity for leisure and sports and the Martello Tower - there is development of seaside tourism in • Pier –the largest pier in the country an opportunity to use these in a the area with a long tradition since its more effective manner to extend the construction in 1871, offering family visitor offer. These objectives could be met through entertainment all year round improvements to the public realm, • Seafront gardens – tranquil, green The proposals seek to build on these promenades and landscaping and spaces which are highly valued by assets to transform the image of the creation of enhanced nodes of the community and complement Clacton, driving the town forward and activity on the seafront. In particular, the beaches. The gardens provide making it more successful and attractive the overall character of the area a distinctive feature of the upper - a place where people want to ‘live, visit could be significantly enhanced by promenade and there is potential and invest’. In particular, the proposals improved landscaping, lighting and to build on the existing themed address the objectives for the seafront signage/ interpretation facilities and the sections to include contemporary as set out in the Area Action Plan incorporation of public art. landscape treatment and improved including: connections It will also be necessary to improve the • Cliff walks and promenade • Update, improve and modernise range and quality of the seafront offer in - provide an attractive soft edge the area to create a new image as a terms of visitor attractions and facilities. and backdrop to the seafront, vibrant and attractive seaside town The food and drink offer needs to be which offer a provision for joggers, • Commitment to high quality design, extended to provide a focus and the dog walkers or visitors wanting a that can create a real sense of place celebration of being ‘by the sea’ and leisurely stroll with a strong identity and distinctive ‘in Essex’ could be used as a tool to character promote this opportunity. The Atlanta Café offers the potential to become Clacton: A new future 15

a signature café/restaurant/gallery, A Commitment to centre, linking with the recent street generating new interest in the town. improvements. In addition, funding This would also assist in extending the Positive Change has been secured for the provision of night time economy and retain people in improved signage which will benefit the seafront area after 4pm when beach The Council and INTend are committed pedestrians and visitors to the town. activities begin to wind down. to the renaissance of the town and seafront and a clear policy intent is The Council has recently published Current attractions could be diversified provided by the emerging Core Strategy its Tourism Strategy 2010-2016 which to extend their offer and encourage and Town Centre Area Action Plan sets out an ambitious programme to people to visit during low and mid which reaffirm the importance attached transform the tourism offer and appeal seasons. This approach could be linked to the seafront as a catalyst for change of the District. The aim of the Tourism to events and festivals which would and the need for a holistic approach to Strategy is to reposition Tendring as run outside the traditional high season regeneration. a major tourism destination, reduce summer months and provide much seasonality and grow the local economy needed footfall in low months. There A programme of improvement works through increasing employment in is an opportunity to utilise lighting to has commenced. Tendring District tourism and visitor spend. create an additional seaside attraction, Council and Essex County Council have enhance key sites and facilities, taken a proactive approach to improving promote Clacton as a destination the public realm by streetscape and to increase the feeling of safety improvements in the town centre. and security throughout the Pier Gap This has included revising the traffic Gateway Area. layout with the aim of creating a more pedestrian friendly environment and The promotion of investment will be improvements to the public realm with critical in securing the renaissance new paving and street furniture. of the town. This will be dependent on dramatically changing the image Work has begun on the Phase 2 of the town and seafront and on improvements to the pavements and unlocking development potential. The street furniture along Pier Avenue, development potential of public sector from West Avenue to Marine Parade, land and buildings must be maximised including better crossings for in taking forward proposals for Pier Gap pedestrians. This will improve the main Gateway. access from the seafront to the town 16

The strategy has four key objectives: Key opportunities identified in the study include: • Increase the amount of money visitors spend in Tendring • Growth in demand from people • Extend the length of time visitors attending weddings and family stay in the District parties and visiting friends and • Attract higher spending visitors relatives as population grows • Improve the perception of Tendring • Growth in demand from ferry as a tourism destination passengers particularly European tourists travelling to the UK via The renaissance of the Clacton seafront Harwich is critical to realising these objectives. • Increase in demand from the contractors market and some The Tendring Coastal Resorts Hotel growth in business demand and Guesthouse Retention Study (September 2009) concludes that there However, the ability of Clacton to is good potential for growth in demand respond to these opportunities will be for short breaks and holidays in Clacton dependent on improving the quality subject to: and range of the accommodation offer and the number of bedspaces. It will be • Improvements to the leisure tourism important to secure completion of the offer and regeneration of the town Royal Hotel renovation works and the including the provision of new proposed redevelopment of the Comfort function venues Inn. • Development of further events and festivals These schemes will improve the range • Effective marketing as a short break and quality of overnight accommodation and holiday destination and events venues and help to revitalise • Further expansion and improvement the seafront. The study also highlights of the resort’s hotel and guesthouse the possible scope for an aparthotel product and the repositioning of hotels and guesthouses as boutique offers depending on how well the rest of the resort’s tourism product develops. Clacton: A new future 17

Clacton: A New Future

The Way Forward • How to improve the quality • How to create a mix of uses of spaces and connections and functions? At present between the seafront and activities are concentrated Clacton has the potential to become town? A key challenge will be the around Pier Avenue South and a more successful resort, building on need to address poor pedestrian Pier Gap and there is a lack of its natural assets and the commitment connections between the seafront, facilities and attractions along the to growth and renaissance of the the town centre and the station wider length of the seafront to town. There is a shared vision for the gateway. This will not just be about attract visitors particularly in the regeneration of the town centre and overcoming barriers such as traffic evenings and outside the summer the seafront will play an important volumes on Marine Parade, but also season. Whilst the intensity of role. The Council’s emerging Local about creating pleasant routes that activity should be greatest in the Development Framework and Tourism encourage people to walk and cycle vicinity of the Pier and Pavilion, Strategy provide a strong policy context rather than drive. The treatment of the aim will be to create a lively for taking forward improvements Marine Parade/ Pier Avenue South/ and animated seafront and public but a number of key issues must be Pier Gap junction and addressing spaces which will be attractive to addressed in the development of issues of safety and security will be all ages. The Clacton offer should proposals: of critical importance in improving be complementary to Holland on the integration of the seafront with Sea, Frinton-on-Sea, Walton-on- • How to increase the range the town and improving the visitor the-Naze and Harwich to extend and quality of the tourism and pedestrian experience the visitor attraction of the Sunshine and leisure offer? This will be Coast dependent on improvements to • How to encourage investment visitor attractions and the Pier Gap and promote Clacton? The • How to ensure a sustainable Gateway area provides an excellent promotion of new investment future? Any proposals for new opportunity to increase tourism and will be critical in ensuring the development will need to take business opportunities in the town. renaissance of the town and this into account coastal erosion and The future use of under-utilised will be dependent on dramatically flood risk and seek to incorporate facilities such as the Pier, the changing the image of the town necessary mitigation measures Pavilion and the Atlanta café will be and seafront through a positive including enhanced sea defences of particular importance in providing marketing and branding strategy in accordance with the strategy set a year round draw to visitors and unlocking development out in the Coastal Management potential Plan 18

Creating a 21st Century Resort

Changing the image of Clacton Clacton: A new future 19

Successful seaside resorts are made up of a number of building blocks. Clacton is no exception - but the solution has to be unique and distinctive if the town is to reinvent itself as a year round resort, offering a mix of leisure activities for all ages and a vibrant evening economy 20

Clacton: A New Future

The regeneration of seaside towns activity such as watersports, beach • Heritage – the seafront is home to is happening all around the country. volley ball, beach cricket and boat a number of historic and character In every case this has started with a trips buildings which reflect its hay day plan of action to improve the visitor as a seaside resort, notably the experience and create year round • Marine Gardens – Marine Pier and the Pavilion. They offer attractions, whether it is through the Gardens are a fine example of early the potential for revitalisation to promotion of local produce, such as the 20th century seafront gardens enhance the attractions of the Whitstable Oyster, or a programme of and an essential part of the seafront and to celebrate the town’s events and festivals, such as Brighton. town’s holiday heritage. Under the heritage Clacton is now faced with a similar Heritage Lottery Funded Park Life challenge of how to reinvent itself in the programme, the gardens have been • Underutilised land and face of competition from other seaside restored to provide five themed buildings- the seafront contains a destinations along the east coast and gardens- the Memorial Gardens, number of underutilised areas and further afield in the UK. In developing the Sunken Rose Garden, the buildings such as the Atlanta Café a masterplan for the seafront, it is 1920’s garden, the Mediterranean which provide the potential for new necessary to address the key questions Garden and the new Sensory uses of what is the ambition for the future and Garden. There is potential to how big a change is required to achieve further enhance the experience of • Private sector investment and the regeneration objectives. these gardens by improving the local enterprise- investment is promenade walk between them and taking place in the restoration of the extending the garden themes to Pier and Lido to provide new and Building on the Assets the west to add further vitality and enhanced facilities and attractions activity to the seafront on the seafront. It will be necessary Although Clacton faces a number of to ensure that proposals are challenges, the seafront has a number • Cliff walks and promenades coordinated to maximise benefits of important assets which can be - the three promenades provide for the town built on to enhance its character and a unique opportunity for creating performance: a variety of experiences and maximising access to the seafront. • Beaches – safe, blue flag awarded There is a requirement to improve with unrestricted views out to the quality of the environment and the open sea. These provide the to address issues of safety and platform for seaside events and security and accessibility as part of festivals as well as a focus for family a comprehensive plan activities. They could however be the focus for increased leisure Clacton: A new future 21

Understanding The best examples of regeneration have placed emphasis on the quality of the opportunity the natural and built environment and focused on a limited number of key English seaside tourism has declined projects which have served as a catalyst significantly over the last 20 years but for regeneration: many seaside towns are addressing this decline through a coordinated • Local Food- gourmet seafood, programme of innovation, actions, Whitstable and Padstow investment and partnerships to respond • New leisure attractions - the Surf to modern needs and demands. Reef, Boscombe • Iconic buildings - the East Beach Good practice demonstrates that Café, Littlehampton the regeneration of seaside towns • New cultural facilities - the can be galvanised by the following Turner Contemporary Gallery, interventions: Margate • Improvements to the public • Use of Iconography to strengthen realm and new quality historical image and distinctiveness concessions on the seafront - • High quality distinctive architecture Eastbourne • Stronger brand identity • An extensive programme of • Building on traditions events and festivals - Brighton • Promotion of art and culture • A coordinated seafront strategy • Enhanced public realm and parks and public art - Bridlington • Extending the visitor season • Year round attractions and a • Improved management of day and culture of quality - Blackpool night time economy • The development of a 21st • Culture of quality- service, facilities century Pier - Weston-Super-Mare and attractions • Extended events programme We can learn from other places but we throughout the year must not forget that Clacton is unique and we must build on its natural assets if we are to change the image of the town.

22

Brighton Bournemouth

West Beach Café Littlehampton Boscombe

Boscombe Colchester Oysters Clacton: A new future 23

Developing the Brand Activate- Gravitate-

Clacton needs a new image and to let on-sea on-sea the market know that it is changing. The Tourism Strategy provides a strong foundation for rebranding the town based on a number of interrelated themes. Our proposals seek to create a distinctive place based on fun, celebration, motivation, activity and a shared belief in the future of the town and opportunities for people of all ages. This may mean celebrating local food, an extended events programme Captivate- Motivate- and a focus on fun bringing back the on-sea memories of the traditional seaside. We on-sea believe that a fundamental principal is to celebrate the seaside location and to refer again to the town as Clacton-on- Sea.

Clacton-on-Sea should be many things to many people

Activate-on-Sea - a place for leisure, sport and vitality Gravitate-on-Sea - a place to gather for a range of experiences Invigorate- Generate- Captivate-on-Sea - a place to capture on-sea on-sea the imagination Motivate-on-Sea - a place to feed the senses Invigorate-on-Sea - a place to feel recharged Generate-on-Sea - a place to grow Communicate-on-Sea - a place to call home

Celebrate-on-Sea - a place to celebrate the very best of Communicate- Celebrate- Clacton and Essex on-sea on-sea 24

Branding is a continual journey of Destination Clacton This is the start of the journey in discovery and expression of the soul Laughter led regeneration from the developing the brand but we believe the of a place. The brand is the experience inside out most effective brands are provocative- that is represented by the environment, they serve to change people’s minds the identity, the communication and Future Clacton and change consumer culture and can the service. The perfect ingredients for Its not what you build for people its deliver business value. The celebration a world class brand experience with their attitude towards it and laughter led regeneration theme a global reach and a local touch are builds on the objective to recreate the already in place- we just need to give The Clacton identity fun and laughter of the Clacton seafront them expression. Telling the story and communication – it generates a positive local attitude towards the town and delivering a better Early ideas Clacton through and through image and identity. The themes of fun, Get people talking laughter and the celebration of Clacton Early branding ideas have been have been used to explore initial ideas developed based on an understanding The Clacton Connection based on: of the place and its assets. These ideas Get people doing will be further developed into a new • Events - Events can be an easy brand and marketing strategy as part of Experience Clacton way to generate activity, create the Council’s Tourism Strategy 2010- What does it look like? publicity and increase visitor offer 2016. and awareness of a ‘new’ Clacton Hello Clacton When are we going? • Humour - Bringing laughter and fun back to the town will be central Clacton... we’re having a laugh! to the rebranding of the town. Laughter led regeneration Ideas on how to integrate humour and the ideas of play with Clacton’s Clacton-on-Sea – a place visitor offer have been explored for celebration and fun and can be delivered in a number of ways. Humour can be included within physical improvements needed in the area such as signage, it can be used within public art and events to create something different and unique to Clacton – linking to Clacton: A new future 25

Clacton: A New Future

the brand and generating a unique All these themes have been integrated reason as to why people should into the proposals ensuring a holistic visit the town approach to the regeneration and revitalisation of Clacton as a visitor • Interactive - Interaction with the destination. We believe that Clacton’s urban environment will create a story can best be conveyed through contrast to the interaction with a message that speaks of fun and Clacton’s natural assets (the beach celebration- seaside humour, festivals and sea) and build upon the fun and events, engagement and the best of element of the town Clacton! Clacton will have:

• Retro Revivalists - In bringing • The best fish and chip shop back the memories and nostalgia • The best ice cream of Clacton as a seaside resort a • The best beach huts unique selling point for Clacton • The best places to stay will be to offer a retro style • The best beach fun and tranquil experience through retro car/bike spaces festivals, 1950’s tea dance events • The best café s and local food and high quality vintage style • The best events accommodation (caravans/hotels) • The best play areas • The best seafront • Local Food - Food and drink plays a huge part within the leisure/visitor We must aim high and this is the sector and can alone be used to message which underpins the proposals re brand a destination. Clacton for the seafront. can be easily celebrated in this way – fish and chips, seafood, local Celebrate-on-Sea: Putting the fun ice cream, local wines and jams back into Clacton! can all be used to create a unique gastronomic tourism offer – this will encourage a different higher spending visitor to the town 26

Hello Future

The Overall Plan for Pier Gap Gateway and the seafront Clacton: A new future 27

Our ideaidea is is a asimple simple one- one- to maketo make the theseafront seafront one of one the ofbest the in bestthe Country in the Countrywith 21st withcentury 21st facilities. century To dofacilities. this Towe doneed this a clearwe need vision a for clear the futurevision and fora comprehensive the future and plan a comprehensivewhich will guide plandevelopment which will and guide investment development and investment. 28

Clacton: A New Future

The overarching aim is to reinvent protection and enhancement of features • Extend the programme of events to Clacton-on-Sea as a major seaside of heritage importance and the creation increase the attraction of the area destination, acting as a catalyst of active frontages which add interest, throughout the year to initiate the transformation and life and vitality to the public realm. The regeneration of the town. The key overall plan is based on a number of key Several zones of activity have been principle is to put the fun back into priorities including: identified along with a number of Clacton by creating a high quality and key projects. The proposals seek to distinctive seafront area which will place • Improve facilities between Marine create a distinctive place based on fun, Clacton back on the map and create Parade and the beach including celebration, motivation, activity and a new opportunities for the town. new attractions to draw more shared belief in the future of the town residents and visitors and opportunities for all members of Clacton has a number of “diamonds in both the host and visitor communities. the dust” such as the Martello Tower, • Conservation and enhancement of The focus is on the people who will use the beach, the Pier and the Pavilion but seafront gardens it, the experience they will have when the seafront is lacking cohesion both in they visit the seafront and the memories terms of future uses and coordination of • Improvements to the Pier they take away. But the seafront cannot public and private sector interventions. and Pavilion to create a major be viewed in isolation. It is also about The celebration of what Clacton has attraction for residents and visitors improving linkages from the seafront to offer, by improving the public realm, through boat trips, recreation and to the town centre and station through introducing way finding and lighting information such interventions as better signage strategies and improving the retail/ and lighting- so the experience starts as leisure offers will all help to re-instate • Develop gardens and interpretation soon as the visitor arrives. Clacton-on-Sea as a fun and desirable of Martello Tower and links to seaside destination. seafront gardens and promenade Zones of Activity The plan for Pier Gap Gateway creates a • Encourage recreation, for example Different zones of activity are proposed seafront leisure quarter. All development through the organisation of sports to create a variety of experiences for will be required to be of high quality, and games to enhance the use of all ages and to attract a larger number sustainable and appropriate to its the beach of visitors throughout the year. The context and surrounding scale and creation of zones of activity will provide secure positive improvements to the • Improve standards of maintenance a range of new tourism, leisure and landscape, biodiversity, streetscape in the public realm and beach business opportunities. Each zone or place in which they are located. will have a different function and Particular emphasis is placed on the • Improve signing and wayfinding for character but will fit together to create creation of safe environments and pedestrians and road users an integrated seafront experience to reduced fear of crime, inclusive design, Clacton: A new future 29

be enjoyed by everyone. The zones of • Watersports Zone focussing • Entertainment Zone based activity will be reinforced by a number on Martello beach catering for around the Pier and Pavilion with of overarching strategies to improve windsurfing, kayaking and kite improved links to Pier Avenue South the seafront and range of new projects surfing - a place for fun throughout the year which will build on existing proposals and open up new opportunities for • Active Beach Zone with • Tranquil Zone to the east of the partnership working and community adventure play, beach games and Pier for relaxation and informal involvement. an extended board walk recreation

Five principal zones of activity are • Seafront Gardens based on the proposed: existing gardens and promenades to create a well connected and vibrant area in the daytime and evenings

Zones of Activity 30

Underlying Strategies modify traffic speed and indenting will be developed to reflect the theme the footpath opposite each junction. of fun and celebration. Public art will The location of each junction will be used creatively in improvements The zones of activity are linked by a be highlighted by a change in to the promenade- paving, signage revitalised promenade and improved carriageway surfacing material and and lighting and will provide the connections with the town. The adjacent pedestrian paving areas. opportunity to engage with the local following strategies apply across the Where adjoining side roads intersect community whole area: marine Parade West at Agate Road, • Parking strategy- a comprehensive Penfold Road, Edith Road, Alton • Improvements to the station strategy is required to ensure Road and Tower Road, it is proposed gateway- the station is seen as that demand for parking can be to modify the layout of each of the a key gateway and needs to be effectively managed throughout junctions to restrict on-street parking, revitalised to reflect the ambitions the year. The existing on-street to reinforce pedestrian desire lines for the town and seafront. This parking along Marine Parade East and enhance pedestrian movements will include improved signage and and West Road will be retained by reducing junction corner radii information and a café/ retail outlet where practicable. The extent of and indenting the footpath opposite representing the best of Clacton the parking bays will be reviewed the junction. The location of each and those sections that occur within • Improved pedestrian junction will be highlighted by a the immediate vicinity of existing connections to the town and change in carriageway surfacing junctions will be removed on safety station- this will include extended material and adjacent pedestrian grounds to improve sight-lines and streetscape works and improved paving areas. provide safer crossing points for crossings on Marine Parade in • Coordinated signage and pedestrians. At these junctions addition to improvements to the information- from the station to pedestrian areas will be indented into pedestrian crossing and links to the seafront, new signage will be the carriageway to create protected the seafront at Pier Gap. Marine provided to assist wayfinding and lay-by’s for vehicle parking in place Parade is currently a two-way provide information about the town of the white lining that currently road, approximately 10.5m wide, exists. These physical build-outs with intermittent on-street parallel • Lighting- the seafront will come alive will regularise the location of parking parking in designated bays adjacent with a programme of lighting on the areas and help reduce the incidence to the sea-front. Where Beach promenade and key buildings. This of inconsiderate parking outside the Road, Orwell Road and Colne Road will animate the seafront at night, designated areas intersect Marine Parade East, it is improve safety and security and proposed to modify the layout at make the area more attractive to • Marketing/events – a new each of the junctions to manage on- visitors marketing campaign and extended street parking, reinforce pedestrian events programme to be taken • Public art- the use of public art desire lines and enhance pedestrian forward as part of the Tendring will add to the distinctiveness and movements. This will be achieved Tourism Strategy identity of the town and seafront and by reducing junction corner radii to Clacton: A new future 31

1 Station Gateway 2 Improved Wayfinding From The Station 1 3 Town Centre Square with Kiosks 4 Improved Wayfinding Towards The Beach 5 Temporary Market Stalls at Pier Gap 6 Pier Plaza / Events Space 7 Atlanta Café 8 Performance Spaces / Kiosks

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Clacton by Day

1 Adventure Play 2 Fun Garden and Café 3 Martello Tower & Square 4 Active Beach Zone 5 Seafront Gardens & Promenades 6 Galleries / Craft Workshops 7 Refurbished Atlanta Café & Restaurant 8 Cycle Hire 9 Pier Gap Gateway 10 Pavilion Family Entertainment & Terrace 11 Lido / Waterpark 12 Pier Attractions and Boat Trips 13 Nature Gardens / Picnic Areas 14 Hotel / Café 15 Beach Huts 16 Royal Hotel

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Clacton by Twilight

1 Promenade Lighting 2 Martello Tower Restaurant and Function Space 3 Seafront Gardens Lighting and Performance Spaces 4 Town Centre Extended Retail Hours / Activities 5 Atlanta Café / Restaurant 6 Lighting of Pier Gap and Venetian Bridge 7 Underlighting of Pier 8 Evening Entertainment on Pier 9 Hotel and Café / Restaurant 10 Evening Entertainment in the Pavilion

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Invigorate-on-Sea - The The Watersports Zone will form part of the string of pearls and nodes of Watersports Zone activity linked through a reinvigorated promenade which will encourage The area around Martello Beach will visitors to experience the full range of become the focus for watersports attractions on offer along the Clacton and associated specialist retail seafront. There will be the opportunity facilities- a place for organised to try out a wide range of watersports sports and an adrenalin rush such as windsurfing, kayaking, dinghy sailing, kite surfing, paddle boarding and Possible Interventions could include: skim-boarding with associated retail and hire facilities. Re-use of under-utilised • Watersports activity centre with or vacant buildings for new activities showers and changing facilities for associated with the Watersports Zone use by schools, community groups will be encouraged. The development and the public of the Watersports Zone and extended • Specialist retail units offering watersports activities will provide equipment hire and instruction opportunities for new employment • Surf café and training and new facilities for the • Launching facilities local community. The establishment of organised clubs would have particular benefits for extending opportunities for young people in the town.

The development of the Watersports Zone will be the subject of a separate study. Clacton: A new future 37

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Activate-on-Sea - The Key Projects: Where adjoining side roads intersect Marine Parade West at Agate Road, Active Beach Zone • Martello Tower- re-opened as a Penfold Road, Edith Road, Alton restaurant and possible boutique Road and Tower Road, it is proposed The Western Beach will become accommodation. The Moat gardens to modify the layout of each of the the Active Beach Zone- a place to will be linked to the seafront park by junctions to restrict on-street parking, swim, walk, play and relax. a new civic space on Marine Parade to reinforce pedestrian desire lines and enhance pedestrian movements Possible Interventions could include: • Boardwalk- extension of seafront by reducing junction corner radii and promenade to create new seating indenting the footpath opposite the • Food and drink offer for sports / areas, café s and play space with junction. The location of each junction activities provision for bike hire and beach will be highlighted by a change in • Beach volleyball, rugby, kite surfing games such as beach volley ball carriageway surfacing material and • Play / activities on the Promenade adjacent pedestrian paving areas. • Beach hut / deck chair design • Beach huts- painting of the competitions existing beach huts and new contemporary beach huts to improve visitor facilities throughout the year Clacton: A new future 39

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1 Martello Tower Restaurant / Visitor Accommodation 3 2 Martello Square Outdoor Seating 3 Beach Huts 4 Upgrading of Kiosks 5 Extended Boardwalk 6 Facilities for Beach Sports 7 Seafront Gardens and Promenade 40

Gravitate-on-Sea- The • Improved accessibility and generate a sense of festivity and safety legibility to create a strong sense for pedestrians. The promenades will Seafront Gardens of identity and integration with the provide stunning sea views and take town the visitor on a journey through the The objective is to build on recent • Enhancement of existing contrasting environments of the gardens investment in the gardens by buildings and structures to improving the overall quality of provide new facilities and animate Key Projects: the promenades and extending the promenade the garden themes to the western • Creation of new public spaces An integrated plan will be prepared for greensward to reflect the to extend and link the themed the Seafront Gardens which will include: rebranding of the seafront. gardens • Opportunities for play to appeal • New seating The existing gardens date from to a wider range of ages and help • A new Fun Garden incorporating 1924 and the layout has not altered put the fun back into the seafront adventure play areas focussed on significantly since this time. The gardens • Promotion of healthy lifestyles the area around the former boating were upgraded in 2000 with funding through the encouragement of pool under the Heritage Lottery Fund. The walking, cycling and exercise • Performance spaces current area comprises five formal • Enhanced community safety • Lighting gardens: to create a welcoming area to be • Art installations used by people all year and into the • Planting • Memorial Garden evenings • Reuse of shelters as new • The Sunken Rose Garden concessions • The 1920s Garden By preserving the gardens and • Linking of promenade including the • The Mediterranean Garden enhancing the facilities around them creation of the West Cliffe fun and • The Sensory Garden such as the quality of the promenade exercise trail with the installation of and the kiosks, the experience of the outdoor gym equipment and jokes The proposals for enhancement of sea front can be significantly enhanced. inset into the paving the gardens and promenades are Re–using the shelters along the sea • The community will be actively underpinned by the following themes: front as concessions will create activity involved in the preparation of nodes that encourage pedestrian proposals for the Seafront Gardens • Enhancement of interpretation, movement along the full stretch of and it is intended that the plans signage and educational the Clacton’s sea front. Decorative for the gardens and promenades opportunities to showcase lighting would dispel the sense of will provide the basis for a bid for Clacton’s heritage and ecology isolation along the sea front at night and Parks for People funding under the Heritage Lottery Fund Clacton: A new future 41

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15 12 16 11 13 14 9 8 10 6 7 1 New Fun Garden 4 2 Play & Water Facilities 3 Martello Tower 3 5 4 Martello Square 5 Play Sculptures 6 Existing Gardens 7 Landscaped Banks 8 Platformed Junctions 9 Mediterranean Gardens 10 Beach Walk 11 Re - Used Kiosks 2 12 Sensory Garden 13 Beach Patrol 14 Beach Volleyball 1 15 Refurbished Buildings 16 Boardwalk 17 Atlanta Café 18 Rose Garden 19 War Memorial 20 Pier Gap 21 Pier Plaza Gateway 42

Captivate-on-Sea - The Key projects: • The Atlanta Café - a signature café / restaurant with panoramic Entertainment Zone • Pier Gap - improved pedestrian views from a rooftop terrace and an route from town, streetscape works extended beachfront terrace. Open The Entertainment Zone focuses including improved pedestrian all year, the Atlanta will enhance the on the creation of an attractive and crossing, lighting and landscaping. quality of facilities along the seafront vibrant gateway to the seafront- a Potential to accommodate place to have fun, laugh and be temporary exhibitions and events • Reuse of existing buildings entertained during the day and such as themed markets - refurbishment of underutilised evening and throughout the year. buildings to create new gallery • The Pier - focus on year round space, craft workshops and retail The Council will work with existing activities, events and festivals, spaces and a Tourist Information owners and businesses to create a indoor and outdoor attractions, Centre to exhibit and sell the best of successful entertainment zone well lighting, events venue, new places Clacton integrated with the town and the hub of to eat and boat trips to the wind activity at the heart of the seafront. farm and sunshine coast

Possible Interventions could include: • Water Park - the creation of a Lido enclosed by a replacement breakwater linked by water chutes • Flexible entertainment space on the to a water fun park on the Pier. The pier incorporation of the breakwater • Retro bowling alley will improve the eastern beach and • Good quality food and drink offer on provide new flood defences the pier • Pier tea parties / food festivals • The Pavilion - a family • Live music, circus, theatre entertainment centre with open workshops views to the sea and links to the • Arcade / leisure upgrade Lido and an extended boardwalk • Vaudeville / Rock and roll lessons • New attractions - indoor and outdoor Clacton: A new future 43

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Motivate-on-Sea- The Key Projects: movements. This will be achieved by reducing junction corner radii to modify Eastern Beach Zone • Cliff top walk and gardens- traffic speed and indenting the footpath nature gardens with seating and opposite each junction. The location The Eastern Beach will become the picnic/ barbeque areas of each junction will be highlighted tranquil zone, an area for walking, by a change in carriageway surfacing relaxation and informal recreation, • Walking/cycle links- new signed material and adjacent pedestrian paving with the creation of a cliff top routes to Holland, Frinton and areas. nature garden including picnic and Walton-on-the-Naze barbeque areas and walking/cycle The Council will aim to work with Essex links to Holland-on-Sea, Frinton-on- • Beach huts- new contemporary County Council to secure an acceptable Sea and Walton-on-the-Naze. beach huts on the lower promenade solution to the realignment of Marine Parade to release the Anglefield triangle Possible Interventions could include: • Breakwaters- replacement for development and will seek a suitable of breakwaters to aid beach developer partner to take forward the • Trips to wind farm replenishment and provide coastal opportunity for the seafront hotel. The • Fishing/seal watching trips defence hotel will provide a new eastern gateway • Educational ‘eco’ attraction to Clacton and the seafront and attract • Eco visitor Centre • Cliff top hotel and café - increased number of visitors to this • Eco hotel realignment of Marine Parade and part of the seafront which is currently • Promotion of coastal walks development of a unique hotel and underused. • Eco commitment from local seafront café on the Anglefield businesses Triangle with unrivalled sea views • Cycle paths and access to the beach

Where Beach Road, Orwell Road and Colne Road intersect Marine Parade East, it is proposed to modify the layout at each of the junctions to manage on-street parking, reinforce pedestrian desire lines and enhance pedestrian Clacton: A new future 45

Clacton: A New Future

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Putting the Fun Back

Key Projects Clacton: A new future 47

The overall plan provides the framework for transformation of the seafront through the implementation of a number of key projects. All of the projects have a key role to play as part of a comprehensive plan- together they will improve the experience of the seafront and the range and quality of facilities and attractions 48

Clacton: A New Future

The following projects are identified as priority interventions to realise the objectives for regeneration of the seafront. The timescale for implementation will be dependent on funding and partnership working but the projects must be taken forward within a comprehensive development framework to maximise the benefits for the seafront and to act as a catalyst for regeneration of the town. The Watersports Zone is an integral part of the seafront offer and will be the subject of a separate study.

• Project 1: Pier Gap and improved connections with the town • Project 2: Seafront Gardens • Project 3: Martello Tower • Project 4: The Pier • Project 5: The Pavilion • Project 6: Atlanta Café • Project 7: Lido and breakwaters • Project 8: Cliff top boutique hotel

Clacton: A new future 49 50

Project 1: The junction of Marine Parade East, Pier Gap, West Road and Pier Avenue Pier Gap presents a barrier to pedestrian movement between the town centre Pier Gap is an important gateway and seafront. The proposals to improve to the seafront and the place the pedestrian environment and the where most visitors start their gateway to the seafront comprise the experience. It will be important following elements: to create a sense of arrival and to improve the connections with • Paved crossing on Marine Parade the town and station. This will be to extend materials in Pier Avenue achieved through a streetscape South across carriageway to Pier scheme to improve the pedestrian Gap environment and reduce the • Consistent palette of materials severance caused by the existing • Removal of barriers volume of traffic on Marine Parade. • Widening of pavement at pedestrian The scheme will form Phase 3 crossing points at junction of Pier of the streetscape works which Gap and Marine Parade commenced in Pier Avenue South. • Treatment of Pier Gap as a shared surface with narrowing of carriageway • Lighting to accent Venetian Bridge and improve safety • Signage and information • Temporary markets and exhibitions to animate and activate the spaces • Enhanced landscaping

The area in front of the Pier will continue to be used for parking but would be available for use as an event’s area during large gatherings and festivals when Pier Gap would be closed to traffic. Clacton: A new future 51

Marine Parade East, Pier Gap, These measures will provide a positive carriageway will be restricted to the Marine Parade West, Pier Avenue benefit for pedestrians by providing final section of the road giving Pier Crossroads them with an enlarged area and safer Gap a pedestrianised appearance. environment at the junction, augmented New surfacing will enhance the At the crossroads, it is proposed to by new paving. pedestrianised nature of this road, reduce the width of Marine Parade which will reinforce the pedestrian link East and Marine Parade West to 6m Pier Avenue from the Town Centre to the Pier. to widen adjacent footpaths and to remove the existing right-turn lanes It is proposed to modify the junction in each direction. The existing traffic with Marine Parade East and West signals with pedestrian crossing phases Road by restricting access movements and tactile paving for the blind/partially from the Avenue to straight ahead to sighted will be retained. The junction Pier Gap and left turn only onto Marine will be raised to form a table with the Parade East. The Avenue will be raised carriageway surfacing material replaced to the same level as the adjoining to reflect the change in nature of the footway by provision of a ramp on the road at this location, while enabling final approach to the junction. These pedestrians a level surface to cross measures will reduce vehicle approach between the footway and the main speeds to facilitate safer pedestrian carriageway. This will be achieved crossing movements, while maximising by ramps on the main carriageway the space for pedestrians. Carriageway in advance of the junction that will surfacing and pedestrian pavement modify vehicle approach speeds and areas will be replaced to highlight the thereby enhance pedestrian safety. change in character of both the road Main pedestrian desire lines will also and pavement in this area. be reinforced and enhanced through a reduction in junction corner radii. It Pier Gap is proposed to restrict some vehicles emerging from Pier Avenue by only This road will be modified to prioritise allowing drivers to travel straight onto pedestrian movement. This will be Pier Gap or turn left. It is also proposed achieved by altering the junction with to restrict vehicular access to Pier Gap West Road and Marine Parade East to to straight on from Pier Avenue and to restrict movements into the road from ban the left turn from Marine Parade Pier Avenue only and by restricting East and the right turn from West Road. movements from the road to allow the right turn only. Definition of the 52

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1 Widened Footways 2 Tabled Junction 3 Themed Markets (Temporary Stalls) 4 Underlit Venetian Bridge 5 Bike Hire Kiosk 6 Promenade Improvements 7 Atlanta Café and Lift Access to Lower Promenade 8 Boardwalk extension 9 Lighting and Signage 10 Pier Plaza Events Space 11 Area Used for Parking or Outdoor Seating 12 Pavilion & Lido Promenade 13 Pavilion Entertainment Centre 14 Widened Footway 15 Enhanced Landscaping Clacton: A new future 53

A Granite Stetcher Bond B Granite Sets C La Lines Paving D Tegola Paving E Bound Gravel F Clear Resin Bond Flint 54

Project 2: adjoining side roads intersect • The creation of a new themed fun Marine Parade West at Agate garden with play features focussed Seafront Gardens Road, Penfold Road, Edith Road, around the boating pool. This Alton Road and Tower Road, it is would include new play features proposed to modify the layout of and sculptures on the theme of The Marine Gardens are a prized each of the junctions to restrict seaside fun and humour and a café asset of the town and seafront on-street parking, to reinforce with outdoor seating for families and are much loved by residents pedestrian desire lines and enhance and young people. This would and visitors. The themed gardens pedestrian movements by reducing complement the other themed provide a haven of tranquility and a junction corner radii and indenting gardens and reflect the new Clacton variety of landscapes which reflect the footpath opposite the junction. brand the heritage of the town. The linking The location of each junction will of the gardens and reinvigorated be highlighted by a change in • The creation of a West Cliffe fun promenades will bring new vitality carriageway surfacing material and and exercise trail with outdoor to the seafront and provide the adjacent pedestrian paving areas gym equipment and a climbing opportunity for the creation of wall installed along the upper a unique attraction with the full • Lighting to improve safety and promenade and jokes (selected by engagement of the community. security and add to the attractions the community) inset into the paving of the seafront. This would include An overall plan is required for the lighting of the pergola and festoon • Integration of the Martello Moat Seafront Gardens Zone. The proposals lighting along the upper promenade Garden as part of the Seafront have the potential to be phased over to encourage evening use of the Gardens through the creation time and comprise the following key promenade and gardens and create of a new civic space on Marine elements: a new attraction for the community Parade. The Moat Garden is a and visitors to enjoy hidden gem and not currently • Access improvements including enjoyed by the community or improved pedestrian crossings • Conversion of the shelters to visitors. The integration of the and gateways to the promenade create the opportunity for new Martello Tower and moat into the and repair of steps and access concessions such as a café , Seafront Gardens would enhance for mobility impaired. Defined seasonal kiosk or exhibition space the overall experience and diversity entrances are proposed with clear with outdoor seating to add vitality of environments and open up the signage and bold lighting with to the seafront and address current heritage value of this unique feature. improved pedestrian crossings and issues of anti-social behaviour The creation of a new civic space connections with the town. Where Clacton: A new future 55

linking the Martello Tower to the The objective will be to seek funding for promenade and West Cliffe would the project under the Heritage Lottery provide the opportunity for open air Parks for People programme. In order performances and events to promote a successful funding bid, it will be essential to demonstrate clear • Signage and interpretation boards evidence of community involvement to guide visitors through the and the aspirations and support of seafront gardens and inform them local people. The objective will be to about the seafront’s rich heritage engage fully with the community in the development of proposals. • Public art to reflect the themes of fun and celebration. This will take the form of play sculptures, paving and street furniture

• Outdoor performance spaces at key entry points onto the promenade which will be used in association with the Westcliff Theatre and Princes Theatre

• Conversion of former toilet block to craft/ exhibition space and introduction of bike hire scheme utilising area above existing toilet block

• Enhanced landscaping including selective thinning of boundary planting to improve views of the gardens, promenade and sea and make the Seafront Gardens feel safer and more secure 56

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1. Established gardens to remain but with enhanced planting. Re-surfacing of paths - some removal of trees to open up views

2. Potential for reuse of shelters e.g. as a café teria

3. Temporary seasonal kiosks e.g. florist or tourist information point. Space around the kiosks to be used as entertainment / performance space

4. New surfaced crossing points along Marine Parade / seafront providing improved pedestrian access

Martello Square

5. A new plaza outside the Martello Tower creates a gateway onto the seafront

6. New play facilities to create a new fun garden

7. Lighting - to improve security and encourage evening activities

8. West Cliffe Fitness and Fun Trail with outdoor gym equipment and jokes 58

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1. Illuminated Sticks Amongst Planting

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3. Lighting In Trees 1 Clacton: A new future 59

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Illuminated Buildings

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Project 3: Martello The proposals could include: Tower and Square • High quality restaurant, bar and café The Martello Tower and moat is • Small number of rooms linked a unique feature of the seafront to restaurant offering overnight and the project seeks to realise its accommodation heritage and tourism value. The • Function space and winter gardens building is owned by the Council • Viewing platform and subject to a long lease. It is • Outdoor seating and sculpture proposed that the Council will garden/ events space work with the current occupiers • Temporary roof/ tensile structure to to secure a new occupier who will allow for seasonal use of the moat re-establish the Martello Tower as • Plaza linking Martello Tower and a restaurant with the possibility of a garden with the promenade and small number of attached boutique seafront hotel rooms.

The Martello Tower has the potential The building is subject to an existing to make a significant contribution lease but is currently unoccupied. to extending the quality and range The Council will work with the current of facilities and attractions on the leaseholders to secure an appropriate seafront. Any conversion works must use and occupier for the Martello be sensitively addressed in consultation Tower and to bring the building back with English Heritage. The Moat Garden into an active use in accordance with will be integrated with the seafront the overall plans for the seafront. .The gardens through an extended public creation of function space will have realm. particular benefits for local businesses and the local economy due to the existing shortage of suitable venues. English heritage will be fully engaged in the development of proposals for this important landmark. Clacton: A new future 61

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Project 4: The Pier • Outdoor attractions including an Views to and from the Pier can be extended fun fair and rides enhanced with good lighting and the removal of visual barriers such as the The Pier forms part of the hub of • An extended range of indoor existing fencing. Re–branding and activity on the seafront and the attractions and entertainment to refurbishing the Pier in a coherent focus for fun and entertainment. appeal to a wider market including fashion will give Clacton an icon / As the largest pleasure pier in comedy and music spaces landmark that the town can be proud of. the country, it provides huge • A new water fun park linked to the potential for extended use and new proposed Lido by a series of water attractions. The Council will work chutes with the owners to take forward a shared vision for the Pier as • New food and drink outlets- the an integral and vital part of the best fish and chips in Clacton! seafront. • Refurbishment of the Jolly Roger to create a flexible performance The current owner of the Pier has an and events space that can be used ambitious programme for its restoration throughout the year- the end of the and an extended range of facilities and Pier show! events. Rationalizing uses and their placement on the Pier would help to • An outdoor events space and café foster a more inviting and sustainable at the end of the pier image for the Pier. The focus will be • A new floating pontoon to introduce on year round activities and proposals boat trips to the windfarm and the could include: sunshine coast and fishing trips • Restoration of the frontage to open • A digital anemometer to show the up views from Pier Gap output of the windfarm linked to a visitor or exhibition centre • Restoration of the frontage to open up views from Pier Gap • Lighting to celebrate the Pier as a landmark on the seafront • Reinstatement of the central spine and sheltered seating Clacton: A new future 65

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1 Atlanta Café 2 Pier Plaza 3 Pavilion & Lido Terrace 8 4 Lido 5 Waterpark 9 10 6 Fun Fair 7 Central Spine / Shelters 8 Indoor Event Space 9 Café / Outdoor Events Space 10 Boat Trips 66

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Project 5: The Pavilion Proposals could include: • New attractions for families eg: The Pavilion is a key part of bowling and flexible performance Clacton’s heritage and occupies a space strategic location at the gateway • Enclosed all weather space and to the seafront. Refurbishment stage and reuse of the building would • Viewing terrace greatly enhance the attractiveness • Improved mini-golf and rides of the seafront for both for • Consistent treatment of kiosks residents and visitors but its future • Links to Lido and extended needs to be considered as part boardwalk of a comprehensive plan. The • Opening up the frontage to the Council will work with the current promenade and views to the sea leaseholders to restore the Pavilion • Lighting of building and to maximise its potential as an attraction on the seafront. The future use of the Pavilion should take into account the interface with The current leaseholders have the promenade and relationship to the embarked on a scheme to renovate the Pier. The proposed Lido provides the Pavilion for use as a family entertainment potential to link the Pavilion to the board venue. The restoration of the building walk and water park. should seek to retain and enhance the original features and to reconnect it with the lower promenade. The aim will be to celebrate the architecture and heritage of the Pavilion and to de-clutter the surface area on Marine Parade. Any works should respect the integrity of the building and avoid the permanent loss of any original features. The future use of the Pavilion should be considered as an integral and complementary part of the overall seafront offer. Clacton: A new future 69

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3 1 Clacton: A new future 71

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2 Year round activities

3 Selling the best of Clacton

4 Festivals and celebrations

1

1

1 4 72

Project 6: The proposals could include: suitable private sector partner to bring the project forward who is committed The Atlanta Café to the development of a high quality • The creation of a signature café/ independent offer. The Council will place restaurant which will be open in the The Atlanta provides the particular importance on the quality day and evening and throughout opportunity for an early win and the of the proposed use and occupier as the year establishment of a signature café this is seen as a key catalyst project • Extended outdoor seating area on / restaurant on the seafront. This to realise the ambition for the seafront. promenade would demonstrate a commitment The operator will be secured prior to • A panoramic roof top restaurant to the regeneration of the seafront commencing work on the design of the with outdoor terrace and generate wider market interest new premises or any alterations to the • Potential gallery space in the future of the town. building. Like the East Beach Café in At present, the Atlanta does not fulfil Littlehampton and the Overstrand its potential as a key building at the building in Boscombe, it is considered gateway to the seafront. The upper floor that the Atlanta offers great potential and terraces are underutilised and the to become a flagship of regeneration facility is closed for much of the year. of the seafront which will help to put The building is in the ownership of the Clacton back on the visitor map. Like Council and could be marketed at an Littlehampton before it, we want to see early opportunity. Clacton-on-Sea on the pages of Vogue magazine with a world class seafront café . The building provides the potential for a ground floor café / beach bar, a first floor bistro/ bar and gallery and an upper terrace/barbeque outdoor dining area. The Council will seek to secure a Clacton: A new future 73

7 5

4

6 1

2

3

1 Refurbished Atlanta Café and Roof Top Seating 2 Extended decking for Outdoor Café Seating 3 Boardwalk 4 Refurbished Building / Cycle Hire 5 Kiosks 6 Pier Plaza 7 Temporary Market Stalls 74

1

2 Clacton: A new future 75

1 Overstrand Café /restaurant, Boscombe - a model for seafront regeneration

2 Opening up the seafront terrace

3 A new year round food and drink offer

4 Maximising the seafront location

3

4 76

Project 7: The Lido The Environment Agency is to commence work later in 2010 on the and Breakwaters Clacton and Holland Haven Strategy which will set out more detailed The future development and proposals for the Clacton seafront. The management of the seafront focus will be on multi-objective projects is fundamentally linked to the which embrace flood risk in design consequences of climate change, but also have commercial value or rising sea levels and coastline economic benefits. erosion. The effects of this are apparent on the eastern beach We believe the flood defences can be where the beach has been eroded used to bring life back to the eastern and the breakwaters are in need of beach and sustain and support the replacement to reinstate the beach beach and seafront. An ambitious and sustain the seafront. project has been identified to use the provision of a new breakwater and The strategy for the Clacton seafront replacement seawall to the east of the as set out in the draft Essex and South Pier to create a Lido. This will have the Suffolk Shoreline Management Plan benefit of creating a new attraction on (March 2010) is to ‘hold the line’ of the seafront which will attract a larger the existing defences. Work has been number of visitors and increase revenue undertaken to renew the sea walls north from tourism. of the Pier but no further works are highlighted in the draft SMP. Previous The proposals could include: proposals for beach recharge and fishtailed groynes were put forward • Creation of a beachfront Lido for funding but were not approved • Extended boardwalk and stepped by DEFRA. The problems regarding river wall the retention of the eastern beach will • Replenishment of eastern beach therefore persist unless a viable solution • Link to water fun attraction on pier can be identified. by a series of water shuts • Integration with facilities in refurbished Pavilion Clacton: A new future 77

1

2

3

5 4

6

1 Pavilion links between Lido terrace 2 Lido 3 Lido Sun Terrace 4 Water Park Pool (Linked to Pier) 5 Breakwater 6 Waterpark 78

1

1 Linking the lido to the Pier and Pavilion

2 Extending the promenade

3 Creating a new visitor attraction

3 Clacton: A new future 79

3

2 80

Project 8: Cliff-top Hotel be avoided or diverted to realise the The Council will work with Essex development potential of this site. County Council to secure an and Pavilion Existing surface water sewers have acceptable solution to the realignment been identified running along Marine of Marine Parade and seek a suitable Clacton has a shortage of good Parade East and the eastern arm of the development partner to take forward quality hotel accommodation. The Anglefield Triangle. the opportunity. The emphasis will be provision of new hotels on the on securing a committed operator and seafront will respond to a demand Any development will need to be a high quality development which will for quality accommodation and positioned to avoid these sewers extend the accommodation offer in the add to the vibrancy of the area. and to allow for an easement for town and maximise the opportunities Development opportunities are future maintenance purposes. The presented by this unique site. limited but there is potential carriageway alterations proposed to to create a suitable site on the enable development would consist of a It is considered that the site could have Anglefield Triangle through the re-configuration of the junction to form a potential for a small boutique style realignment of Marine Parade. ‘T’ junction with traffic signal control. A hotel of 20-30 rooms with a quality dedicated left turn lane from Carnarvon anchor restaurant which capitalises The Hotel Study highlighted the potential Road with a give way onto Marine on the seafront setting. It is proposed for boutique hotel accommodation Parade East would be incorporated that the development would step down or an aparthotel within the town. The into the junction design to facilitate to the sea in a series of low linked study also highlighted the potential to left turning traffic. These alterations pavilions set into the cliff top gardens create a new gateway to the town and would permit that section of Marine with landscaped terraces offering seafront through the development of a Parade East along the southern face spectacular views out to sea. small boutique hotel with a seafront (sea-front side) of Anglefield Triangle terrace and café overlooking the sea. to be extinguished as public highway, This would be a unique attraction on the with an easement reinstated for existing seafront. services as described previously.

The site would be created through modifications to the existing traffic island and public highway. There are existing utility services in and around this junction and these will need to Clacton: A new future 81

2

3 1

4 5 6

1 Main Hotel Building 2 Public Art 3 Shared Surface Hotel Plaza 4 Chalets Pavilions 5 Terrace 6 Access to Beach 82

1. Extending the choice of visitor accommodation

2. Sensitive design - the Scarlet Hotel, Cornwall

3. Enjoying the peace and tranquility of the eastern beach

2 Clacton: A new future 83

1 1

3 84

Clacton’s Unique

Marketing and Branding Strategy Clacton: A new future 85

Clacton needs to change its image to appeal to a wider visitor market. A strong brand and effective marketing will be an essential prerequisite in attracting a larger number of visitors and new investment the proposals for Pier Gap Gateway and the seafront 86

Clacton: A New Future

The re-branding of Clacton, the 1. Marketing, PR and E tourism attract new specialist markets seafront and its visitor/tourist offer • Promotion of local tourism • Other themed products including is a key requirement to raise the businesses within digital world History and Heritage, Countryside profile of the town, stimulate private • High quality marketing for Tendring and Nature, Food and Drink, Myths sector investment and increase visitor • Promotion of festivals and events and Folklore, Family Fun numbers – the key objectives set out online in the Councils Tourism Strategy. The The aim is that by 2016, the following creation of a positive image will provide The aim is that by 2016, the following objectives will have been achieved: the foundations for the regeneration objectives will have been achieved: and revitalisation of the Pier Gap • The watersports training facility at Gateway area and set the parameters • An integrated tourism portal Martello Bay has been a catalyst for the delivery of projects set out in this providing a one stop shop for all for making Clacton the watersports masterplan. visitors capital of East Anglia • Joint marketing campaigns • Focus on developing a high quality Tendring Council and INTend want • The provision of a Tourist food and drink experience and to work with local businesses, the Information Centre in a town centre/ celebrating local produce has community, land owners and investors seafront location and a network of encouraged a celebrity chef/ to develop a unique Clacton brand The Visitor Information Points have been Michelin star restaurant branding and marketing strategy will developed throughout the District. • An international conference recently form an integral part of the Tendring • Electronic information kiosks took place at the Clacton and Tourism Strategy 2010-2016 and will installed at strategic points Coastal Conference Centre assist in the delivery of the Council’s throughout the District capable of • Extensive refurbishment of the objectives for transforming the visitor dispensing discount vouchers to Pier at Clacton has been delivered offer in the District. visitors. and offers year-round and evening entertainment 2. Thematic Product Development Tourism Strategy • Grouping of tourism products and 3. Visitor Economy and Experience 2010-2016 experiences into themed products, • In order for the district to become based on assets in order to add a destination of choice, the Five priority areas and key objectives are value and increase appeal to new Strategy seeks to ensure that identified in the Tourism Strategy. These visitors Tendring provides a unique visitor have been reflected in the development • Grouping together of existing experience. This will include of proposals for Pier Gap Gateway watersports provision, walking and development of accessible seafront and to ensure consistency with cycling routes and a range of other information and new products/ the overall tourism strategy: country pursuits under the banner experiences which appeal to both of ‘Active Coast and Countryside’ to existing and future visitors Clacton: A new future 87

The aim is that by 2016, the following • Promotion of a shop-local card • Initiative to provide local jobs for objectives will have been achieved: • Improvements to the key gateway local people stations • Establishment of a tourism and • The aspiration for development of a • Creation of a local cycle hire apprenticeship scheme and marina in Clacton initiative for the district development of staff training • Development of an ‘Active Coast’ • Aim to prepare a green tourism programmes concept and inclusion of all weather business pack helping businesses • Aim for 95% of tourism providers to facilities reduce their energy usage and have their own website. • New tourism attractions and leisure carbon footprint facilities, restaurants, café s, small • Accommodation providers to retail units and other visitor facilities develop rooms not only suited to along Clacton seafront visitors with mobility problems but • New hotel and conference facilities also for the hard of hearing and in Clacton visually impaired • The Resorts’ street scene team has been active for several seasons and 5. Business Support and the proactive enforcement regime Community Engagement has made a significant impact on • Creation of a Tourism Partnership in ‘grot spots’ order to take forward development • High quality, innovative and inspiring and initiatives in the district public realm and green spaces have • Developing links with education and been developed in all key visitor training providers to attract, retain areas and train staff and provide business • Resort parking initiatives have been support introduced across the key resorts • Promotion of Tendring as a destination for local people 4. Responsible Tourism • Opportunities for coastal activities, The aim is that by 2016, the following green and eco tourism, local objectives will have been achieved: campaign, alternative energy, • Extension of the ‘Big Day Out’ visitors with special needs programme • Identification and delivery of key The aim is that by 2016, the following development sites. This will be objectives will have been achieved: supported/facilitated by emerging • Boats trips to the wind farms and planning policy the creation of an eco visitor centre 88

Development of The new Clacton brand should be to the re branding and marketing primarily focussed on bringing back strategy. Ideas on how to integrate Marketing and Branding memories of the traditional seaside, humour and the ideas of play with in essence celebrating Clacton’s Clacton’s visitor offer have been Strategy assets. It is based on returning the fun, explored and can be delivered celebration, motivation, activity to the in a number of ways. Humour Key to the successful delivery of the town and creates a shared belief in the can be included within physical strategy will be a strong marketing/ future to establish a distinctive place to improvements needed in the area PR campaign to address the negative ‘live, visit and invest’. such as signage, it can be used perceptions of Clacton and to reach within public art and events to out to a totally new audience, who The brand should build on the objective create something different and could be attracted by a quality, family of recreating the fun and laughter of the unique to Clacton – linking to the offer combined with a celebration of Clacton seaside – it should promote brand and generating a unique Clacton’s “localness”. Backing up this laughter led regeneration, generating a reason as to why people should marketing campaign is an increase positive local attitude towards the town visit the town in cultural activities with a proposed and delivering a better reputation and enhanced events and public art identity nationally of the town: the aim is • Interactive - Interaction with the programme to appeal to a broad to celebrate the town and put back the urban environment will create a audience. fun. contrast to the interaction with Clacton’s natural assets (the beach The new brand once established Stages in the Creation of a New and sea) and build upon the fun can be taken forward through the Brand element of the town implementation of a detailed marketing To begin to format a marketing strategy strategy. and new branding which will change • Retro Revivalists - In bringing the perception of the town, the themes back the memories and nostalgia Raising the profile of the town and of fun, laughter and the celebration of of Clacton as a seaside resort a changing people’s perception will be Clacton have been used to explore initial unique selling point for Clacton a gradual and staged process and ideas. Ideas have been based on: will be to offer a retro style will require an integrated joined up experience through retro car/bike approach that includes key members • Events - Events can be an easy festivals, 1950’s tea dance events of the local community. It starts with a way to generate activity, create and high quality vintage style simple re-branding idea that generates publicity and increase visitor offer accommodation (caravans/hotels) excitement and interest in the town and and awareness of a ‘new’ Clacton the changes occurring – Celebrating • Local Food - Food and drink plays Clacton and all it has to offer. • Humour - Bringing laughter and a huge part within the leisure/visitor fun back to the town will be central sector and can alone be used to Clacton: A new future 89

re brand a destination. Clacton Step 3: Focus on the bigger wins in Possible events are as follows: can be easily celebrated in this the longer term that will get people way – fish and chips, seafood, local shouting about Clacton and its visitor • Festivals on the Pier – a number ice cream, local wines and jams offer. of themed arts work such as music can all be used to create a unique gigs, comedy and family fun days gastronomic tourism offer – this The stages in the marketing strategy • A Pier Gap Street Party – will encourage a different higher and rebranding of the seafront will need temporary stalls, music and food spending visitor to the town to follow a clearly defined programme and drinks celebrating Clacton’s of activity. The programme is set out past, present and future as a All the above themes have been below and relates to the District’s seaside town integrated into the masterplan proposals Tourism Strategy to ensure that a holistic • Windmill competitions held on ensuring a holistic approach to the ‘joined-up’ approach is taken forward the beach (sponsored by DONG) regeneration and revitalisation of as part of this masterplan. Each stage – arts and craft event with people Clacton as a visitor destination. will contribute to the delivery of the creating and submitting their own tourism priorities set out in the Tourism designs and art work, talks and Development of a co-ordinated Strategy; all four core objectives of the exhibitions relating to renewable Marketing Strategy development of tourism in Tendring energy, wind farms and sustainable There will be a number of delivery will be met once each stage has been living stages in developing a marketing carried out. • Fishing trip from the end of the strategy for Clacton based on the new pier – the re launch of the pier and brand. Stage 1: ‘Generate on Sea’ - 8 easy use of boats in Clacton wins – the Short term (2010-2011) • Giant sandcastle competition Step 1: Promoting ‘easy’ wins in the The first stage in the Marketing strategy – promotion and celebration of immediate/short term to generate will be to begin to raise the towns Clacton’s fine beaches excitement that gets people talking profile through a series of events. • Blue Pier Day – lighting erected about the town. Over a number of weekends, Clacton from the station to the end of the will be holding ‘Generate- on –Sea’ Pier highlighting where key changes Step 2: Start to establish and deliver Events focused on the seafront area for Clacton will be located the more permanent small scale ideas, which will promote Clacton’s current • Rejuvenation of Pier Gap a celebration of Clacton, improving the assets, local productivity and kick Gateway Day – temporary beach visitor offer that generates interest – start the masterplan proposals and huts selling and showcasing local getting people talking about the town. the regeneration process. The events produce, local arts and crafts, local This stage will also begin to tackle a would coincide with high season and community groups performing number of key issues raised such as children’s school holidays – ensuring • Edible Essex Weekend – Local ‘way finding’ and will provide physical a large audience to participate and food and ales festival improvements around the seafront area. witness the positive change in Clacton. 90

The Generate on Sea stage will begin to • Plaques or paving telling jokes partnership working with key local deliver the aims of Priority area 1 in the throughout the Pier Gap Area stakeholders, Tendring District Council, Tourism Strategy ‘Marketing, PR and • Continuation and extension of INTend and committed local community E tourism’. In parallel, the Council will events programme members. These events will promote launch the ‘Motivate on sea’ stage by: • Establish design competitions for and complement the branding theme the fun garden and Martello Square ‘Clacton, you’re having a laugh’; • Selecting a strap line • Provision of vintage accommodation creating fun and celebrating Clacton, its • Engaging the community – temporary vintage caravan park uniqueness and promoting its existing • Developing the branding strategy during summer 2011/2012 assets. The events programme will • Maintenance of web site • Establish regular communication raise the profile of the town, tackle • Working in conjunction with the and promotion through social media seasonality, vary the visitor offer, train operators to revitalise Clacton increase visitor spending and act as a Station as the gateway to the town The Celebrate on Sea stage will begin to catalyst in the rebranding of Clacton. and seafront deliver the following key priorities of the • Marketing the Atlanta Café Tendring Tourism Strategy: • Carry out a formal launch of re- invigorated Clacton • Visitor Economy and Experience • Responsible Tourism Stage 2: ‘Captivate on Sea’ - The • Business Support and Community mid-term (2011-2013) Engagement The second stage incorporates physical changes and improvements to the Stage 3: ‘Hello Future’ – Bigger Pier Gap Area which relate to the plans – the longer term (2013-2020) overarching theme of fun and laughter Once the new brand has been firmly and the new brand. Interventions may established and a full events programme include: is being appropriately managed, focus can then be placed on delivery of the • New signage throughout the area bigger wins for Clacton which will further – experimenting with seaside icons enhance its image as a destination and using scale and humour create attractions to extend the visitor • New vivid coloured beach huts offer. along beach/lower promenade • New branded deck chairs to hire • Creation of public art Alongside these stages a committed • Lighting under storey of Pier and programme of events will need to be Seafront Gardens established and coordinated through Clacton: A new future 91

Clacton: A New Future

Sample Events Programme

August 2010

Saturday 31st- July - Sunday 1st August Generate on Sea Programme • Big Beach Bash - Launch of ‘Generate on Sea’– a series of events held over an eight week period to launch the re branding of Clacton on Sea • Festivals on the Pier • Rejuvenation of Pier Gap Gateway Area Day

Friday 13th August • Clacton Farmers Market– sales of farming produce to be held in pier gap area – free parking given.

Saturday 14th August – Friday 20th August Clacton Carnival: • 14th Carnival Procession • 15th Carnival Showtime and Sea Angling Competition • 16th Donkey Derby • 18th Sandcastle competition/egg throwing contest/Beer Dig • 19th Fete and Fireworks/Blue Pier Day • 20th Children’s fancy dress competition/ Carnival fun quiz night

Saturday 21st August – Sunday 22nd August Generate on Sea Programme • 21st A Pier Gap street Party – temporary stalls, music and food and drinks celebrating Clacton’s past, present and future as a seaside town • 22nd Windmill Competition

Wednesday 25th August – Saturday 28th August • Clacton Real Ale & Cider Festivals

Thursday 26th August – Friday 27th August • Clacton Air Show - 2 day event incorporating a full flying programme - stretches along Clacton's seafront and features on-site catering, trade stands and entertainment

Sunday 29th August • Clacton Classic Car Show

Other Events: • Art on the promenade – 28th August– 1 week event showing local peoples art work along the promenade, includes art work shops and talks • Punch and Judy sessions on the beach and seafront gardens – 4 afternoons during school holidays • Young peoples Beach Volleyball competition • Under 14’s Dig a Hole competition • Lifeguard Sessions – Stories, first aid awareness, boat open day and demonstrations form the lifeguard team The Future Starts Now

The Action Plan Our focus is on delivery but change will not happen overnight and will require a coordinated Action Plan- most of all it will be dependent on being more creative and working together to realise the potential of the seafront 94

Clacton: A New Future

The proposals for Pier Gap Gateway constraints on public sector finance This process has started and will and the seafront and the planning - it will be necessary for partners to be maintained through engagement policies set out in the emerging Local work together to access potential in the development of proposals Development Framework provide a sources of funding such as the including the seafront park and strong development framework capable Parks for People programme the involvement of the creative of responding to changing conditions under the Heritage Lottery Fund. industries sector and local artists whilst maintaining a clear vision of how The opportunity to bring projects we want the Clacton seafront to change. forward within a comprehensive • Development of a marketing Any new development will be required development framework with clearly and branding strategy - the to fit within this overall framework and defined outputs and regeneration creation of a strong brand will be to contribute to the overall vision by benefits will assist in unlocking essential in changing the image of extending the daily and seasonal use of funding the town and increasing its appeal. the seafront and increasing the quality This could include an extended and diversity of the experience and • Effective partnership working events programme and will require attractions for residents and visitors to - the importance of partnership a focussed approach to marketing enjoy. working to deliver economic growth as part of the overall Tourism and regeneration benefits has never Strategy In order to deliver the ambitions for the been greater. The proposals for seafront, a coordinated Action Plan Pier Gap Gateway promote a close • Preparation and monitoring is required which identifies proposed working relationship between the of a phased implementation timeframes, key partners and possible public and private sectors plan - proposals must be phased funding sources and the actions with a focus on early wins to start required to deliver the key projects. The • Encouragement of local the process of transformation of timescale for delivery of the projects will business enterprises and the seafront. Implementation of be influenced by a number of factors investment - one of Clacton’s key the masterplan will be subject including the ownership and availability strengths lies in the energy and to monitoring and review to take of sites, financial viability and funding commitment of local businesses. account of changing conditions and availability and the Action Plan will be The masterplan identifies a number new opportunities subject to regular monitoring and review. of new opportunities for business development and seeks to create • Management and maintenance A number of interventions will be the conditions to attract new - a coordinated management required to deliver the objectives for Pier investment to the town and maintenance regime will be Gap Gateway and the seafront: required to maintain the quality of • Engagement of the community the seafront and create a safe and • Maximising funding - Towns ultimately thrive by having attractive environment which is opportunities- at a time of an active and involved population. appealing to visitors Clacton: A new future 95

Maximising Funding Opportunities The availability of public sector funding of working. The seafront proposals The masterplan will provide a statement will be subject to constraints in the encompass a wide range of projects of intent for lobbying for public sector short to medium term as a result of and implementation will be dependent funding and private investment. It will the comprehensive spending review. on a strong partnership approach give confidence to investors that there However, committed funding is available involving Tendring District Council, is a commitment to change. Potential for short term interventions under a INTend, Essex County Council, wider sources of funding could include: range of existing programmes, including regeneration and funding partners the Coastal Change Pathfinder scheme. as well as the local community, • Business investments/partnerships businesses and investors. We will work to deliver specific items which It is therefore likely that many of the with existing partnerships notably the may positively promote an existing projects identified in the Action Plan, Haven Gateway Partnership and the business or a new business especially in short to medium, will need Coastal Renaissance Partnership to • Charitable organisations with to be funded by the private sector promote opportunities. This will facilitate mandates related to works and this highlights the importance of high quality, appropriate and timely proposed effective partnership working. There development and which will bring about • East of England Tourism remains an appetite from the private a ‘step change’ to Clacton as a whole. • Education providers (Tendring sector for development / investment in Technical College, schools, sixth- small to medium sized project and this The public sector will need to take an form colleges) will be assisted by having a co-ordinated interventionist approach, pump-priming • Environment Agency and comprehensive strategy in place funding to initiate the regeneration • Essex County Council which will help to de-risk potential process and, particularly, to enhance • European Structural Funds investment and heighten the prospects the profile and environment of Clacton • Haven Gateway Partnership for future returns. Whilst public sector as a place in which to invest. As • National Lottery funding may be constrained, Council both the planning authority and a • Sport England owned assets such as land and key landowner, the Council will have • Private sector investment to take buildings can be used as catalysts for a pivotal role in taking forward the forward identified development change. proposals and the early marketing of key opportunities assets such as the Atlanta will provide a • Public transport operators Partnership Working catalyst for change and a potential early • S106 developer contributions as Successful implementation of the win. and when development is brought masterplan and key projects will only be forward achieved through creative partnership The partnership approach will be • Tendring District Council working. This will be of particular promoted through the creation • Sponsorship/advertising importance in the current economic of a Seafront Partnership with opportunities eg: DONG Energy climate when it will be necessary to representatives of the public and private consider new and more creative ways sectors and the local community. A 96

seafront leader will be identified to community will be particularly critical education establishments to further coordinate initiatives. in taking forward proposals for the raise standards and help create seafront gardens and potential to secure jobs for graduates and students. The Council will also engage with the funding under the Parks for People • To highlight these skills through BURA Seaside Network comprising programme. the running of competitions and regeneration practitioners from the exhibitions private, public and community sector to Consideration will be given to how to • To generally raise the awareness share good practice. engage the community and the local and expectations of the South creative industries in taking the vision Coast, to turn it about to face the Encouragement of local enterprise for the seafront forward. This could future, whilst acknowledging the Local enterprise will play an important involve the creation of a team of skilled historical context of time and place role in delivering the aspirations for volunteers (including retired people) • To find local and regional solutions the seafront. The Council will work who would have the opportunity of to improving the built environment, with local businesses to develop using the seafront as a front window to to incorporate new housing and improved facilities and promote the display their talents to a wider audience, businesses in a sustainable manner local economy, supporting the creation for example through the creation of • To look at the wider implications of of new business opportunities which a dedicated web site and design of climate change and energy decline, will bring vitality to the seafront. new street furniture. A good model for to seek solutions that provide Consideration will be given to a range of engaging local creative industries is the viable and sustainable methods of initiatives to increase footfall and extend South Coast Design Forum a non-profit working and living activities into the evening. This could organisation run for and by designers include a review of retail opening hours. and creatives from all disciplines with The role of young people will also be branches in Chichester, Portsmouth, critical in bringing life and animation Community involvement Brighton, Southampton and Coastal to the seafront. It is proposed that the Active engagement of the local West Sussex. Its aims are simple but existing Youth Council and local schools community has started and will be potentially far reaching: and colleges should be fully involved in critical in taking forward the proposals the development of proposals. for the seafront. The delivery strategy • To provide support, awareness and recognises the role of the community network channels for the South A Co-ordinated Action Plan in the transformation of the town s and Coast as an area rich in designers, The Action Plan sets out an indicative various suggestions are put forward architects and creatives of all kinds programme for implementation, the for joint working, including the creation • To generate an authoritative and delivery body / partners, possible of a seafront action group with the respected body whose skills are funding sources and the actions main focus being the development of recognised and called upon by local required. The Action Plan will be subject proposals for the seafront gardens. authorities and business to regular monitoring and review. The involvement and support of the • To provide strong links with Implementation of the proposals Clacton: A new future 97

Clacton: A New Future

will be subject to funding availability make best use of existing assets and extended programme of events but the process of transformation of available funding and to develop an 7. Working with owners to secure the seafront can start immediately extended programme of activities and completion of the Royal Hotel through the coordination of actions and events in taking forward the Tourism including possible temporary use of interventions. Strategy. This will demonstrate the intent ground floor as exhibition space of the Council and its partners to work 8. Assisting owners of the Martello Four Stages of activity are envisaged together in taking forward the objectives Tower to reassign lease to but will be subject to monitoring and for the seafront. appropriate new occupiers review: 9. Marketing of the Atlanta to secure Early priority actions will include: early refurbishment as a café / Stage 1: Early actions (Year 1): The restaurant/ gallery early wins and key actions required to 1. Establishment of Seafront 10. Promotion of programme of works kick start the process of change Partnership to ensure coordination to kiosks including exterior painting of initiatives 11. Working with local enterprise to Stage 2: Short term (1-3 years): The 2. Working with owners of the Pier and establish new seafront facilities and actions which will consolidate the new Pavilion to develop complementary activities eg: bike hire and boat trips Clacton brand proposals for future restoration 12. Early public realm improvements and use of structures as part of a including painting of Venetian Stage 3: Medium term (3-5 years): coordinated plan Bridge and lighting to improve The actions which will develop the new 3. Working with Environment Agency safety and security on seafront and Clacton brand to assess proposals for the Lido encourage twilight/ evening use and breakwaters as part of the Stage 4: Long term (5-10 years): The Clacton and Holland Haven Coastal The Action Plan highlights priority short bigger wins which will sustain Clacton’s Management Strategy term actions (colour coded green) which competitive position 4. Review funding opportunities should be instigated at an early stage including Parks for People although many will run throughout the Early Actions 5. Establishment of Seafront Action programme. Mid-term actions (colour A number of practical steps will need Group to develop proposals for coded amber) relate to projects which to be taken to initiate delivery of the the seafront gardens as basis for should come forward within the next 3-5 masterplan. A flexible approach will Stage 1 application for Parks for years and will build on the short term be required but there are a number of People funding including local interventions. The big plans are longer key catalytic projects which will act as community, young people, schools term projects (colour coded red) which drivers for further projects and wider and businesses will be dependent on the success of the economic benefits. The focus will be on 6. Development of Clacton brand earlier projects and could come forward working with existing businesses and and marketing campaign as part at a later stage in the renaissance of the landowners and the local community to of Tourism Strategy including seafront. 98

Immediate Short Term Opportunities 1-3 years Year 1

Area Wide Initiatives

• Marketing and branding • • Set up a Clacton branding and marketing group • • Develop Clacton brand • • Develop extended programme of events • • • Develop and implement marketing strategy • • • Source funds to support enhanced programme / strategy • • • Implement marketing strategy in accordance with overall Tourism Strategy • • Establish Tourist Information Centre on seafront/town centre • Partnership working and Community Engagement • Establish Seafront Action Group with focus on seafront gardens and promenades • • Develop Phase 1 submission for Parks for People funding • • On-going engagement in development of seafront proposals • • • Develop Phase 2 submission for Parks for People funding • Public art programme • Gain approval for development of public arts strategy • • Seek funding for public arts strategy • • • Creation of Design Forum • • • Develop strategy in line with recommendations • • Implementation •

Streetscape upgrade • Development of public realm strategy showing location of new street furniture, • • lighting and improved crossings from station to seafront • Integrate strategy with wider public realm and arts strategy for town • • Source funding • • Implementation •

Signage and legibility • Develop signage strategy, including design, location and information • • Commission / purchase signage • • Installation •

Improving quality of concessions / beach huts • Update concessions / beach huts policy to reflect strategy recommendations • • Set quality mark requirements into leases and promote exterior painting and • repairs • Set up ongoing monitoring and enforcement strategy • • • Develop and implement marketing strategy for vacant/ new units • • • Provision of new beach huts • • Implement monitoring and enforcement strategy • Clacton: A new future 99

Medium Term Long Term Delivery Body / Partners Possible Funding Sources 3-5 years 5-10 years

Tendring DC / INTend Tendring DC / INTend Essex County Council Essex County Council Tourist Board Sponsorship/ advertising • • Chamber of Commerce • • Haven Gateway Partnership • • Coastal Renaissance Partnership

Tendring DC / INTend Tendring DC / INTend Local businesses and community Sponsorship • • Haven Gateway Partnership Coastal Renaissance Partnership

Tendring DC / INTend S106 Contributions Essex County Council Arts Council Grants Essex Design Initiative Capital and Revenue Budget Private Sector • •

Tendring DC / INTend S106 Contributions • • Essex County Council Arts Council Grants Essex Design Initiative • • Private Sector • • • •

Tendring DC / INTend S106 Contributions Essex County Council Arts Council Grants Essex Design Initiative

Tendring DC / INTend Capital and Revenue Budget Existing / New Leaseholders Private funding

• • • 100

Immediate Short Term Opportunities 1-3 years Year 1

Site Specific Projects

Project 1: Pier Gap Gateway / Improved Connections • Complete works to Pier Avenue South • • Gain approval of strategy recommendations • • Open / continue discussions with County Council (highways) regarding Phase 3 • • Undertake consultation with surrounding landowners and tenants and community • • Explore the feasibility of additional concessions and temporary markets and • • services and utilities required • Develop a public art strategy for Pier Gap gateway including palette of materials, • • public art, lighting etc • Phased implementation • •

Project 2: Seafront Gardens • Establish Seafront Action Group • • Prepare Parks for People Stage 1 bid • • Develop maintenance strategy • • Set up programme of open air performances (linked to area wide marketing • • strategy) • • Develop detailed design for Seafront Gardens around themes identified in the Strategy and including the reuse of existing shelters and kiosks • • Set up design competition for specific projects i.e. sculptures • • Phased implementation

Project 3: Martello Tower and Square • Open / continue dialogue with existing leaseholder re identification of new • occupier • Develop marketing strategy and secure new occupiers • • Work with new occupiers to develop proposals for reuse • • • Implementation •

Project 4: Clacton Pier • Work with owners of the Pier through seafront partnership to develop/implement • • proposals which reflect its importance as a catalyst for the wider seafront strategy • Seek engagement of DONG to provide new attraction eg: anemometer to show • • out put of the wind farm or boat trips • Work with Pier owner to promote and market vacant concessions and to improve • • indoor / outdoor attractions. • Develop business plan / programme events in relation to a flexible events space • • • Work with the owner of the Pier on restoration of its frontage (linked with Pier Gap Gateway public realm improvements) • • • Work closely with the owner of the Pier to ensure maximum benefit / linkages are • derived from the proposed tidal pool. Clacton: A new future 101

Medium Term Long Term Delivery Body / Partners Possible Funding Sources 3-5 years 5-10 years

Tendring DC / INTend S106 Contributions Essex County Council S278 Contributions Essex Design Initiative Private Sector (including neighbouring landowners and tenants) Haven Gateway Partnership Coastal Renaissance Partnership

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Tendring DC / INTend Parks for People Grant funding Essex Design Initiative S106 Contributions Haven Gateway Partnership Arts Council Grants Coastal Renaissance Partnership

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Private Sector Private Investment Tendring DC / INTend (with public sector support in respect of the initial feasibility, procurement and marketing process)

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Immediate Short Term Opportunities 1-3 years Year 1

Area Wide Initiatives

Project 5: Pavilion • Work with owners of Pavilion through seafront partnership to develop/ implement • • proposals • Develop proposals for restoration and reuse of the Pavilion to create a family • • entertainment centre, with a all year round programme of activities. • In partnership ensure maximum benefit / linkages are derived between the • Pavilion and the proposed tidal pool and Boardwalk

Project 6: Atlanta Café

• Develop a marketing and procurement strategy • • Market the opportunity • • Select operator • Implementation • •

Project 7: Breakwaters • Input into the Clacton and Holland Haven Coastal Management Strategy • • On-going dialogue with environment agency to ensure the lido development • • proposals are linked to required protection / upgrade of sea defences • Undertake study to establish the feasibility of creating a new beachfront lido including ongoing maintenance and operating liabilities) • • • Undertake soft market testing to establish the appetite from the private sector for • • such a development • Implementation

Project 8: Cliff-top Hotel • Continue discussions with County Council (highways) in relation to the • • reconfiguration of Marine Parade • Produce a design and development brief for the site • Develop a marketing and procurement strategy (utilising findings from the recently • completed hotel study) • Market the opportunity • • Select operator/ development partner • • Implementation Clacton: A new future 103

Medium Term Long Term Delivery Body / Partners Possible Funding Sources 3-5 years 5-10 years

Private Sector Private Investment • Tendring DC / INTend

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Private Sector Private investment Tendring DC / INTend (with public sector support in respect of the initial procurement and marketing process)

Tendring DC / INTend EA Funding Private Sector S106 Including adjoining landowners Private Investment Haven Gateway Partnership Coastal Renaissance Partnership

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Tendring DC / INTend Private investment Private Sector (with public sector support in respect of Including adjoining landowners the initial procurement and marketing process)

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