Hornsea Area Renaissance Partnership

HORNSEA MASTERPLAN STAGE 2: KEY THEMES AND STRATEGY

Hornsea: A Family Seaside Town

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) Hornsea Area Renaissance Partnership

JOB NUMBER: 504 0715.550 DOCUMENT REF: Report

Version 6 Final Report ERYC HARP J Sharp J Crossley 28.11.07 (plus minor amendments) (29.04.08) Version 5 Consultation Draft ERYC HARP J Sharp J Crossley 12.06.07

Version 4 Revised Draft v5 ERYC HARP J Sharp J Crossley 03.05.07

Revised Draft v4 ERYC HARP J Sharp J Crossley 07.03.07

Revised Draft v3 ERYC HARP J Sharp J Crossley 21.02.07

Revised Draft v2 ERYC HARP J Sharp J Crossley 19.01.07

Version 3 Revised Draft v1 N Sarabia, L Wiggins P Leeming N Sarabia 17.11.06 Atkins Version 2 Draft updated N Sarabia, L Wiggins P Leeming S Cox 14.08.06 Atkins

Version 1 Draft N Sarabia, P Leeming T Gorton T Gorton 14.07.06 Atkins Status Originated Checked Reviewed Authorised Date

Initial Drafts prepared by: Later Drafts and Final Report prepared by:

Atkins Design Environment & Engineering Hornsea Area Renaissance Partnership 3100 Century Way, Thorpe Park, Leeds LS18 C/o East Riding of Yorkshire Council, County Hall, Beverley, Tel: 0113 306 6000, Fax: 0113 306 6002 East Yorkshire HU17 9BA E-mail: [email protected] Tel: 01482 393939, Fax: 01482 393375 www.atkinsglobal.com Co-ordinator e-mail: [email protected] www.hornseaarearenaissance.co.uk

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) Hornsea Area Renaissance Partnership Contents

SECTION 1: INTRODUCTION 1 SECTION 3: AREA INTERVENTIONS & THEMED ACTIONS 29 Purpose of this Report: 3 Area Interventions: Baseline Assessment: Area 1: Hornsea Mere 30-34 Key Findings 4 Area 2: Town Centre 35-39 Recommendations 5 Area 3: North Promenade 40-43 Area 4: Central Promenade 44-47 Developing a Vision: Area 5: South Promenade 48-52 Themes, Aim and Objectives 6 Area 6: Hornsea Freeport 53 The Current Perception of Hornsea 7 Hornsea: still a ‘Lakeland by the Sea’? 8 Themed Actions: What Else Does Hornsea Offer? 9 Theme A: Transport and Access 54 Key Features in Hornsea 10 Theme B: Training and Skills 55 A Few of the Attractions around Hornsea 11 Theme C: Community Facilities & Services 56 What is Hornsea’s Future Role? 12 Theme D: Open Spaces 57-58 Theme E: Culture and Heritage 59 SECTION 2: STRATEGIC FRAMEWORK 13 Theme F: Tourism, Events and Marketing 60

Creating a Strategic Framework and Masterplan: SECTION 4: NEXT STEPS 61 Analysis of the Urban Form 15 CABE Design Principles 16-20 Masterplan Next Steps & Priorities 62

Setting the Masterplan Strategy: Summary of Projects: Brief historical background 21 1 Hornsea Mere 63 2 Town Centre 64 Strategic Goals: 3 North Promenade 65 A More Sustainable Future 22 4 Central Promenade 66 Better linking the Core Areas 23 5 South Promenade 67-68 Improving Traffic Management 24 6 Hornsea Freeport 68 Improving Walking, Cycling & Horse Riding Networks 25 7 Themed Actions 69-72 Enhancing the Role of Open Spaces 26 Promoting the Built & Natural Environment 27 Timescales: 73 Adding to a Sense of Place 28 Delivery and Funding: 74

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) Hornsea Area Renaissance Partnership

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) Hornsea Area Renaissance Partnership

Section 1: Introduction

Contents:

Purpose of this Report: 3 Baseline Assessment: • Key Findings 4 • Recommendations 5 Developing a Vision: • Themes, Aim and Objectives 6 • The Current Perception of Hornsea 7 • Hornsea: still a ‘Lakeland by the Sea’? 8 • What Else Does Hornsea Offer? 9 • Key Features in Hornsea 10 • Key Features around Hornsea 11 • What is Hornsea’s Future Role? 12

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 1 Hornsea Area Renaissance Partnership

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 2 Purpose of this Report Hornsea Area Renaissance Partnership

Background Status of this Plan and its Strategic Fit This document was commissioned by the Hornsea Area This document influences and supports the following strategies: Renaissance Partnership. As its starting point, it uses evidence gathered and assessed in Regional Spatial Strategy for Yorkshire and the Humber the 2006 Hornsea Baseline Assessment (Stage 1). This looked to 2016 at: current national, regional and local policy; the built and natural environment; the state of the property market; socio- This provides a spatial context for local development frameworks economic conditions; the town’s economy and functions; and local transport plans. The RSS discusses coastal communities transport; and a range of interventions identified at a stakeholder in depth and points out that 50% of a coastal town’s hinterland is workshop. sea, that service delivery is affected by peripherality and demography. An observation made about coastal communities is In developing the overall vision, we first consider the historical that the East Coast attracts significant numbers of visitors and this and current perceptions of Hornsea, before exploring how the provides opportunities for niche market development. town’s present role can evolve to support Hornsea in the future. This is then presented as a framework for action in the form of East Riding of Yorkshire Local Development specific area interventions and themed actions. This is then Framework further developed into an action plan against realistic timescales. The first LDF is currently being developed by East Riding of The Brief required the following ….. Yorkshire Council in consultation with a wide range of partners. It comprises a portfolio of statutory documents that will become the • An holistic long-term strategy and framework for the new planning guidance. Town Masterplans are not currently part of continued renaissance of Hornsea. the LDF portfolio of documents, however they will influence planning by helping increase awareness of local issues and views. • Establish Hornsea's future role.

• Establish how the economy currently works and develop Our East Riding: The East Riding Community Plan proposals to strengthen it. 2006-2016

• Address the disjointedness of the town. The Community Plan is a strategic plan involving organisations working across the East Riding on service delivery and capital • Develop proposals for the seafront as a whole. development. The Hornsea Masterplan links to the ‘Sustainable Communities and Transport’ priority for a stronger local economy • Prepare design guidelines for future developments. and improved transport accessibility.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 3 Hornsea Area Renaissance Partnership Baseline Assessment

Key Findings:

The following points summarise the key findings of the • Tourism accounts for around 15% of all jobs within the town, Baseline Assessment : this is a similar percentage to Bridlington.

• Hornsea is targeted for limited growth and will remain a • Nearly 75% of visitors to Hornsea are day visitors from small market town serving the immediate needs of its Yorkshire and the Humber. population. It will continue to support the larger principal towns of Bridlington and Beverley and the city of Hull. • There is a lack of good data about visitors to the town, as well as little knowledge of visitor profiles and how this could be • There is a good quality natural and built environment, used for marketing and to develop new opportunities. which is generally under-utilised. • Hornsea Freeport is the most popular attraction for visitors • A population that is skewed towards an older age profile – attracting up to 1.5 million people per year. Other popular in common with many seaside towns; a trend which is attractions include the seafront with its Blue Flag beach and expected to continue. Population growth will be small. Hornsea mere.

• East Riding is anticipated to experience an increase in • Deprivation levels are not acute, although there are small employment. areas of disadvantage. Seasonal and low paid employment tied to tourism constrains employment opportunities. • Employment in Hornsea is concentrated in the “distribution, hotels and restaurants” and the “public” sectors. • Hornsea’s residential property market is considered healthy, with a high proportion of large detached housing. Industrial • Levels of qualification and educational attainment exceed and commercial property markets are small. the regional average. There are higher proportions of residents in managerial and professional roles. • Hornsea is peripheral and is physically remote from major job markets, services, facilities and opportunities, although the • The vast majority of firms employ less than 10 people. remoteness adds to the ‘sense of place’. Transport and linkage within the town are disjointed and the poor quality • A pattern of out-commuting is demonstrated where people roads to Hornsea need improving. commute longer distances for more highly paid jobs, whilst enjoying the benefits of living in a pleasant coastal • The town’s economic base is narrowing. If this is left environment. unchecked, it could create problems in the future as lack of opportunity will not help retain young people.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 4 Hornsea Area Renaissance Partnership Baseline Assessment

Recommendations: Occupations, Skills and Education • Utilise an Enterprising Young People Strategy approach To address the findings of the Baseline Assessment, a number of • Lifelong learning specific interventions were identified for consideration and inclusion • Training and advice to maximise opportunity in any future strategy for the town. In summary these are:

Population and Households Property Overview • Assisted-living type housing schemes • Leisure buildings: Leisure Centre and Floral Hall • Healthcare and mobility support services • Promenade facilities: children’s play area and café • Smaller dwellings and flats, including affordable housing • Clear information points for visitors and well-marked pedestrian routes • An all-year-round leisure offer, especially for older age groups • Review car parking arrangements Economy and Employment • Provide for potential small industrial unit development • Support economic diversification and tourism-related businesses • Test potential for small offices (serviced and non-serviced) • Investigate and support arts and crafts sector potential • Promote the retail offer of the town centre and Freeport • New business space such as hot desking or LiveWork units Transport and Access Visitor Economy • Park & Stride facilities linked to a parking strategy • Tourism/Visitor research study • Improve signage (for drivers, walkers and cyclists) • Marked trails/walks with accompanying leaflets • Improved E-W and N-S links for visitors • Café society and improved public spaces • Raise the profile of cycling trails and facilities • Further develop the promenade to the north and south • Encourage walking, cycling and horse riding • Revisit Hornsea Country Park proposals • Public transport improvements • Explore potential for 9-hole golf course • Consider car share/rural car club • Capitalise on the town’s history and heritage • History walk around sites of interest Community Facilities • Information signs/plaques at archaeological features • Provide for important and essential services when identifying • Feasibility for History Recreation project at Southorpe DMW future development options

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 5 Hornsea Area Renaissance Partnership Developing a Vision Aim Themes To make Hornsea an even more appealing place to live, work, visit and invest in. Emerging from these baseline findings, are a series of objectives and a physical masterplan underpinning the Objectives development of a vision for Hornsea. • To add vitality and viability to the retail offer by making the town centre more attractive, encouraging diversification and The Baseline Assessment identified 7 key themes: supporting complementary proposals at the Freeport.

• To improve the quality and provision of community facilities ƒ Population and Households and services, and people’s access to them.

ƒ Economy and Employment • To achieve high quality design and the appropriate use of materials in any improvement scheme or building works. ƒ Visitor Economy • To enhance the distinctiveness of different areas of the town ƒ Occupations, Skills and Education and at the same time improve linkage between them.

ƒ Property Overview • To improve transport and access issues.

ƒ Transport and Access • To improve the cultural offer for everyone and encourage increased participation in activities, festivals and events. ƒ Community Facilities • To better understand the visitor economy and take advantage of new opportunities.

From these findings, aims and objectives for the town have • To develop a marketing and information package that been identified to enhance Hornsea’s sustainability and promotes the Hornsea Area as a place people want to visit underpin future development. again and again.

• To be aware of climate change, sea defence and coastal erosion issues in decision-making, where appropriate.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 6 Hornsea Area Renaissance Partnership Developing a Vision

The Current Perception of Hornsea Early Railway Advertising for Hornsea… In order to develop a Vision, we must first understand the historic role of the town and what is it now.

Early brochures from railway companies promote the town as a tourism destination using the strap line:

‘HORNSEA Lakeland by the Sea’ thus emphasising two of the town’s natural attributes.

The arrival of the railway in 1864 increased Hornsea’s popularity for daytrippers as a seaside destination and this brought with it much of the modern growth of the town. However, after the closure of the branch line in 1964, Hornsea’s role as a seaside town declined. Whilst reliance on the car has increased, roads to Hornsea were not upgraded to compensate and this has added to its peripherality.

Today, a visit to Hornsea demonstrates the readily apparent split between the residential and tourism functions. The residential population is defined by the stable housing areas and the supporting town centre functions. The tourism functions include outlying caravan parks and the seaside offer along the seafront and Sands Lane.

Completion of the award winning Central Promenade scheme in 2003 has helped increase daytripper numbers, although the effect upon the local economy is uncertain.

In developing a Vision, consideration must be given as to whether the strapline “Lakeland by the Sea” is still appropriate and valid.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 7 Hornsea Area Renaissance Partnership Developing a Vision

Lakeland…. Hornsea: still a ‘Lakeland by the Sea’ ? Café

This impression of Hornsea is still relevant and unique. It helps differentiate Hornsea from other Yorkshire coastal towns, including Withernsea, Bridlington and Scarborough.

Hornsea has a high quality natural environment that is much loved and appreciated by residents and visitors; this is reflected in comments during early dialogue and consultation View across the Mere exercises undertaken for this report. Sea…. This imagery is therefore still important to the perception of the town, as illustrated in the panel opposite. Central Promenade Hornsea Mere is Yorkshire’s largest freshwater lake and is a major resource for both nature conservation and leisure. Currently the Mere is used for a range of low-key and informal activities including sailing, education, bird watching and walking.

Recent improvements to the seafront include the award- Boardwalk to view point winning Central Promenade scheme. This has put Hornsea “on the map” and it sets an exemplar for all new View across North Cliff Beach development and public realm improvements in the town. This scheme could be extended to the north and south to create a continuous traffic-free promenade for residents and visitors.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 8 Hornsea Area Renaissance Partnership What else does Hornsea offer ?

Hornsea Town Centre Town centre…... The majority of retail premises are located around Newbegin. At the western end, the architectural quality is good and includes a Single storey Post-war retail units number of listed and historic buildings. This end of Newbegin and adjacent streets form the hub of the town’s Conservation Area.

Further along the post-war retail infill is generally of poor townscape value and may offer opportunities for improvements.

The town centre itself provides a range of local shops, services and Market Place junction Chocolatier community facilities with some associated free parking. The retail offer is predominantly local independent retailers, including a fishmonger and greengrocer. Recent additions to the retail offer include a chocolatier and an art gallery with pottery.

Few national retailers (multiples) are represented. Those present include the lower end food retailer Heron and the Co-op, both of which occupy purpose-built retail units with adjacent car parking. Freeport…. Hornsea Freeport Outlet shops This is a major visitor attraction that draws up to 1.5 million visitors per year, many of whom might not otherwise travel to the town. The Freeport is a designer outlet that diversifies the town’s offer, although it is isolated from the historic town centre being about 2.5 miles to the south.

The complex recently came under new ownership and improvement plans are in progress to extend and improve the site. There are also proposals to improve links with the town centre through joint marketing initiatives. Entrance Bus service to Freeport

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 9 Hornsea Area Renaissance Partnership Key Features in Hornsea

Hall Garth Park Floral Hall

Town Hall Memorial Gardens

Hornsea Museum Central Promenade

St Nicholas’ Church Leisure Centre

Fair Place Wilbur’s Market

Hornsea Mere New Boat Yard

Bettison’s Folly Caravan Parks

Trans Pennine Trail Hornsea Freeport

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 10 Hornsea Area Renaissance Partnership A Few of the Attractions around Hornsea

Burton Agnes Hall Bempton Cliffs RSPB Reserve

Honeysuckle Farm Flamborough Head Heritage Coast

Fishing near Sewerby Hall Brandesburton & Gardens

Birdwatching at Bridlington – Spa Tophill Low Reserve & other attractions

Beverley Races Skipsea Castle

Beverley Minster Burton Constable

Hull – the Deep Spurn Point and other attractions Fort Paull Heritage Coast

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 11 Hornsea Area Renaissance Partnership What is Hornsea’s future role?

The role of a masterplan for Hornsea is to seek investment for a Bridlington: Resident focus, visitors much-loved town that improves its economic vitality and raises the quality of life for residents. It is not to instigate a big step welcome change involving major redevelopment. This is supported by findings within the Baseline Assessment and recent public Bridlington’s vision places the emphasis on putting the needs consultation exercises. of residents first, whilst recognising that visitors also have an important part to play in the economy. This masterplan seeks to enhance and consolidate Hornsea’s : strengths. In developing this plan, it is important to identify where “Bridlington: A Great Place by the Sea: the focus for activity has arisen from within the community. Visitors Welcome”

Recent national debate on regeneration, in particular on the Hornsea: Resident or Visitor focus ? revitalisation of coastal towns, is about prioritising projects and that have a focus on local residents and businesses, rather than Within this document, he term ‘community’ includes three promoting tourism. Such principles are based on the premise that types of community: places that are pleasant to live and work can also attract visitors and investors. This approach is at the heart of the vision for the ƒ Residents of the town and surrounding rural area neighbouring resort of Bridlington. ƒ Businesses and investors in the local economy Other coastal towns, such as Cleethorpes in NE Lincolnshire, see the future in being a “resort destination” and so are focussing their ƒ Visitors to the Hornsea Area development around this concept. It should be noted that the them ‘visitors’ is defined as Current planning policy determines the role of Hornsea as being: daytrippers and staying visitors. Some of the longer-term staying visitors in the static caravan parks reside for extensive ‘to support the principal centres of Bridlington and Beverley, periods and may therefore be considered as semi-permanent whilst continuing to serve the majority of the needs of its residents. community – in terms of housing, jobs, services and facilities.’ For Hornsea, the main focus is similar to that of Bridlington, In conclusion, Hornsea should be for residents first, although where the needs of local residents and businesses are clearly Hornsea can achieve more from tourism. Therefore, whilst foremost and visitors are also welcome. the strapline ‘Hornsea - Lakeland by the Sea’ is still apt, it can also be described as ‘Hornsea: A Family Seaside Town’. “Hornsea: A Family Seaside Town.”

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 12 Hornsea Area Renaissance Partnership

Section 2: Strategic Framework

Contents:

Creating a Strategic Framework and Masterplan: • Analysis of the Urban Form 15 • CABE Design Principles 16-20 Setting the Masterplan Strategy: • Brief historical background 21 Strategic Goals: • A More Sustainable Future 22 • Better linking the Core Areas 23 • Improving Traffic Management 24 • Improving Walking, Cycling & Horse Riding networks 25 • Enhancing the Role of Open Spaces 26 • Promoting the Built and Natural Environment 27 • Adding to a Sense of Place 28

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 13 Hornsea Area Renaissance Partnership

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 14 Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

Analysis of the Urban Form The seven CABE principles are ….. Analysis of Hornsea’s townscape emphasises the high quality of its natural and built environment. Having said that, what is apparent for the size of the town is the degree of disjointedness • Character between the various functions, in particular, the seafront, the town centre and the Freeport. • Continuity and Enclosure

The government’s advisor for architecture, urban design and • Quality of the Public Realm public space is the Commission for Architecture and the Built • Ease of Movement Environment (CABE). • Legibility CABE’s environmental assessment guidance uses seven interrelated principles (outlined in the panel opposite) which • Adaptability together have an underpinning approach of • Diversity “keeping the best and improving the rest.”.

An assessment of Hornsea against these seven principles follows. These are then presented in a strategic framework with Central Promenade a number of area interventions and themed actions.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 15 Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

CABE Design Principles: Types of Character ….. Character

The Mere is an important refuge and feeding area for wintering birds. It has a low-key informal atmosphere. Any development should be sensitively designed to enhance the environmental assets of the site.

The Conservation Area covers much of the historic core of the town centre. It contains a number of historic and Listed The seafront and promenade buildings and good examples of vernacular architecture. The Victorian terraces and villas reflect the boom period after the arrival of the railway and how the town developed as a seaside resort.

Some of the post-war retail accommodation on Newbegin is of poor quality design, but it does present an opportunity for redevelopment. Well-designed schemes would enhance the character of the town centre. Historic buildings in the town centre On the seafront, the tourism offer is typical of a small family- orientated resort focussed on the daytripper market. The beach has been awarded Blue Flag status. Leisure facilities on the promenade include amusements and food outlets. Peripheral caravan sites on the cliff tops add to this image.

Out and About

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 16 Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

CABE Design Principles: Continuity and Enclosure Continuity and Enclosure

The town centre has a variety of retail frontages along Newbegin, Eastgate and Southgate. It also has a mix of Victorian and modern housing estates.

Seafront open spaces appear windswept and open to the elements. In some areas, access and usage can be awkward because cars dominate and conflict with pedestrians and leisure users. This situation erodes the visitor experience.

Post-war infill on Hall Garth Park Grainger’s Field along Some open spaces, such as Hall Garth Park, do not relate well Newbegin the southern end of to adjoining areas. the seafront

Quality of the Public Realm Quality of the Public Realm

Public realm is defined as public spaces together with their surfacing, seating, lighting, bollards and other street furniture.

Hornsea generally has a good quality environment. Recent award winning schemes (the Central Promenade scheme and the Trans Pennine Trail Hornsea Gateway project) need to act as high quality exemplars for the town and influence the future public realm schemes.

There are pockets of poor quality public realm that could be Part of the Central North Promenade The 2007 Trans improved. For example, beyond the Central Promenade Promenade where the public realm Pennine Trail scheme along the seafront, the promenade is unfinished. improvements needs improving Hornsea Gateway improvements

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 17 Creating a Strategic Framework & Masterplan Hornsea Area Renaissance Partnership

CABE Design Principles:

Ease of Movement Ease of Movement

Hornsea is a relatively small town with a number of open and green spaces. It has established links between different areas and finctions within it. However, there is considerable scope to improve and better manage how people and vehicles move around the town.

During peak holiday periods, the roads become congested and this physically constrains the movements local residents. This limits their access to activities and facilities. Park and Stride could This seafront road Market place is use existing car parks could be relocated to a bottleneck at create a traffic-free peak times Legibility promenade

For a town of its size, an important issue to resolve is the apparent disjointedness between the seafront, the town centre, Legibility Freeport and the Mere.

Signage around the town can be unclear and cluttered, this hampers navigation. For example, following signs for the seafront takes you away from the town centre and through a housing estate. It is also hard to find the museum, as the signs take you down Eastgate towards the seafront, but then back along Newbegin.

Newbegin is cluttered Mere entrance Old information signage is poor boards need replacing

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 18 Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

CABE Design Principles:

Adaptability Adaptability

Given the quality of the built and natural environment in Hornsea, change needs to be dealt with carefully and sensitively. For example, the Mere (a nationally important nature site suited to low-key leisure) and the Conservation Area (better commercial use could be made of the upper floors in commercial buildings).

There are also areas that are not so sensitive, but where potential change needs to be appropriately developed. This Sailing club at the Mere Old Boatyard site on the includes any potential schemes for the area surrounding the requires upgrading seafront could be developed Leisure Centre and the Old Boatyard site.

Diversity Diversity

For a town of its size, Hornsea demonstrates an appropriate degree of diversity with its housing, retail, leisure and employment offer.

There are several potential development opportunities around the town that could further enhance diversity. This includes the town centre and the seafront.

Almshouses in the New retail has Floral Hall is the Conservation Area added to the town cultural centre centre

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 19 Hornsea Area Renaissance Partnership Creating a Strategic Framework & Masterplan

CABE Design Principles: In a Nutshell Existing Development Proposals ….. Against these 7 guiding principles, the issues for Hornsea are:

Character – making better sense of the different character areas of the town and emphasising their style.

Continuity and Enclosure – improving the relationship between open spaces and their adjoining areas. Reducing conflict between vehicles and pedestrians.

Quality of the Public Realm – agreeing a high quality style for the different character areas. Improving the public realm by using the two award-winning schemes as exemplars of what can be done. Potential site of new Country Park A new high quality and multi- and mixed use development Ease of Movement – improving and better managing purpose building is needed pedestrian and vehicular movements.

Legibility - clearer and less signage to help navigation around and between different areas of the town.

Adaptability – Dealing with change in an appropriate and sensitive manner.

Diversity –nurturing local distinctiveness by emphasising individual characteristics and translating them into future opportunities. For example, influencing the design and function of development proposals. Freeport is improving and expanding Garage now closed and part of a private sector-owned retail development site

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 20 Hornsea Area Renaissance Partnership Setting the Masterplan Strategy

Brief Historical Background Reuniting the core areas ….. Water has always been a key defining element for Hornsea’s The design philosophy proposed is to reunite the core areas growth. In 1854, Hornsea’s urban fabric and spatial pattern was (Mere, town centre and seafront) of Hornsea. concentrated around the north-east corner of the Mere, along what is now Seaton Road and Southgate, as well as part way This can be done by consolidating activities and the physical along Newbegin. By 1909, there had been a pull towards the form of these three areas, taking into account issues such as sea along Eastgate and Cliff Road. Today, Hornsea has conservation and preservation. This means reinforcing and established itself between the two, with the Mere forming its strengthening the historic street pattern and the general urban western boundary and the North Sea its eastern boundary. streetscape. This consolidation of activities and physical form will be used to reinforce and redefine the core central areas into: 1854 1909 2007

• Old Town – core historic offer

• The Mere – rural recreational offer

• Town Centre – core retail offer and community services

• Hornsea Freeport – alternative shopping offer

These diagrams illustrate the growth & spread of Hornsea • Seafront and Promenade – core recreational offer: from 1854 to the present day

• North Promenade – informal recreation Hornsea’s growth is constrained by its coastal setting between the sea and the Mere. This has resulted in three core areas: the • Central Promenade – leisure/recreation hub historic town close to the Mere; the seafront leisure area; and the town centre providing a mix of retail and community services. • South Promenade – informal recreation Post-1900 growth in residential and employment land has only been possible to the north and south.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 21 Hornsea Area Renaissance Partnership Strategic Goals

A More Sustainable Future Sustainable Urban Development principles: Sustainable communities are places where people want to live and work, now and in the future. The term ‘sustainable’ is difficult A key aim is delivering high quality designs/buildings that: to define, but it does include meeting the basic needs of residents and actively engaging with them, whilst being environmentally • Respect local identity and engender a sense of place. sensitive and managing growth for future generations. • Mix together natural spaces and built urban areas,, Decision-making should therefore take the following into account: including the protection of natural systems.

Sustainable Community principles: •Embrace sustainable design principles that exceed user needs/requirements and that contribute to becoming carbon neutral. Fairness is a central ethos that promotes: •Embrace sustainable construction techniques, • Equitable access to social, economic, educational and including the use of micro-renewables and energy efficiency recreational activities. measures. • Involves the community in decision-making. Climate Change & Coastal Erosion issues: • Participation in physical activities (such as sport, walking and cycling) to improve the health of the community. Given that the East Riding has one of the fastest eroding coastlines in North West Europe, this means that coastal Sustainable Prosperity principles: protection issues are extremely important for Hornsea.

A key aim is to achieve a viable and thriving local economy that: East Riding of Yorkshire Council planning currently permits a ‘roll-back’ policy where, if feasible, businesses and dwellings • Efficiently uses resources. are physically moved further inland – this is particularly relevant to caravan and holiday parks. • Shares the positive benefits of decisions made and activities undertaken. HARP must actively participate in the forthcoming reviews of the Shoreline Management Plan (coastal protection • Takes advantage of new opportunities that benefit the area. structures) and the Integrated Coastal Zone Management Plan (policy and joined-up approach to management). •Is flexible enough to cope with changes in the wider economy and how they impact the local situation.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 22 Hornsea Area Renaissance Partnership Strategic Goals

Better linking the Core Areas Reconnecting and linking …..

The core areas form the central spine and the east-west anchors for the masterplan. Whilst individual proposals for each core area plays an important role in Hornsea's renaissance, together the results will be much greater.

Given that the design philosophy is to reunite the core areas, it is therefore vital to provide clear links between them.

This could be achieved by:

• Having easily identifiable routes - improving ease of movement by using clear signage and well-designed public realm.

• Developing a network of primary and secondary routes for pedestrians, cyclists and traffic – identify existing and potential links within the town and with the surrounding countryside. Primary routes are those going east-west through the town centre (Newbegin and New Road) and north-south along the seafront (Promenade). Secondary routes the connecting and circular links such as Southgate, Hall Garth Park, the Trans Pennine Trail and Stream Dyke floodplain.

• Encouraging people to use more than one area of the town – improving signage, creating safer routes and proving better information will encourage people to explore more of Hornsea.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 23 Hornsea Area Renaissance Partnership Strategic Goals

Improving Traffic Issues Improving key links ..… There are a number of issues that need to be addressed, particularly relating to congestion, car parking and signage.

This could be achieved by:

• Agreeing a Transport Strategy for Hornsea - addressing issues in an integrated and flexible way to resolve traffic problems and provide equitable access for people, goods and services.

• Encouraging people to use alternatives modes of transport, including public transport – collectively this would help decrease traffic congestion, reduce air pollution, improve road safety and increase physical activity.

• Consider developing a Park & Stride scheme - targeted at reducing traffic congestion and improving the pedestrian experience, particularly in the town centre during peak periods.

• Encouraging the use of coach drop-off points - making sure the town is easy to use and access for drivers and passengers.

• Relocating South Promenade road – this would allow a continuous traffic-free promenade at the southern end.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 24 Strategic Goals Hornsea Area Renaissance Partnership

Improving Walking, Cycling & Horse Improving urban walking and cycling routes … Riding networks

There is an opportunity to develop a more user-friendly network of walking, cycling and horse riding routes based on different users needs. This could be achieved by:

• Developing a network of formal and informal leisure routes – both in the town and into the surrounding countryside. Ideas such as colour-coded or themed routes could be explored.

• Improving and enhancing existing trails – this applies to local trails (town trail) and national trails (Trans Pennine Trail).

• Better linking routes into the regional network - especially along the coast to Bridlington and Spurn Point, as well as inland to the Wolds and across to Hull.

• Explore the feasibility of creating new trails in and around Hornsea - these might be based around routes to school or be themed around heritage. When possible, circular routes using the public rights of way network could be created.

March 2007

May 2007

The Award-winning Trans Pennine Trail Hornsea Gateway project

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 25 Hornsea Area Renaissance Partnership Strategic Goals

Enhancing the Role of Open Spaces Linking Open Spaces ….. Hornsea has a number of sizeable open and green spaces within its urban area. How these relate to each other and with the core areas of the town could be improved for residents and visitors.

Enhancements could be achieved by:

• Adopting a Formal Hierarchy – Taking an overview of green and open spaces based on their functions to improve links and identify resource requirements.

• Hall Garth Park – Improving its function as a town centre park and recreational area. This includes strengthening its links to the town centre.

• Memorial Gardens – Creating an exceptional urban park that also contributes towards improving the link between the town centre and the seafront.

• Creating a new Country Park – the area around Stream Dyke/Grainger’s Field could become an informal leisure space that retains the open feel of the seafront and makes the most of its environmental assets.

• Kirkholme Point – Supporting low-key proposals for improved facilities at the Mere could expand its educational role.

• Raising the profile of the Trans Pennine Trail – Maintaining and developing the trail to encourage increased use.

• Better Information Provision – Encouraging people to make more use of these open areas for relaxation is important and forms part of adopting a healthier lifestyle.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 26 Hornsea Area Renaissance Partnership Strategic Goals Promoting the Built & Natural Environment Some Key Environmental locations ….. Hornsea could better use its built and natural environment to promote itself as a desirable visitor destination.

This could be achieved by:

Museum • Identifying the environmental assets – The first step is to carry out an audit of assets including important buildings, archaeological features, wildlife areas, recreational landscapes St Nicholas’ (beaches, etc) and associated visitor attractions. Church Beach • Information Provision and Themed Activities – This is needed to encourage a better understanding and appreciation of the local built and natural environment. Groynes + coastal • Niche Marketing – Joint initiatives could encourage more erosion people to visit and enjoy the Yorkshire coast’s environment. For example, making the most of its water assets by encouraging Bettison’s sailing, boating and fishing - possibly linked to the Hornsea Quays Folly concept; or promoting nature and the abundant birdlife.

Hornsea • Education – There is potential to encourage education Mere providers and specialist interest groups to study coastal erosion, geology and related subjects. Site of Hornsea Pottery

Bettison’s Folly Evidence of longshore drift

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 27 Hornsea Area Renaissance Partnership Strategic Goals

Adding to a Sense of Place Hornsea Masterplan…. Distinctiveness can be defined as a combination of local factors including character, diversity and function. Hornsea has a number of distinctive areas that demonstrate discrete functions. Different interventions are therefore needed to define and reinforce these functions:

ƒ Design Guide – Guidance for influencing future developments and shaping projects. This includes setting high quality standards for the design of public spaces and choice of street furniture.

ƒ The Mere and Fair Place – An important wildlife and leisure area with limited access. Low-key environmentally-sensitive outdoor activities are provided on Kirkholme Point.

ƒ Town Centre – A key aim is to maintain and strengthen the town centre as the main retail offer for goods, services and facilities.

ƒ North and South Promenades – Extending the Central Promenade scheme would provide an enhanced public space and a traffic-free continuous seafront.

ƒ Central Promenade – The focus for leisure and recreational facilities on the seafront.

ƒ South Promenade – Potential for a major mixed-use Key development with a country park and incorporating the realignment of an existing road.

ƒ Hornsea Freeport – The alternative retail offer within the town. This popular designer outlet aims to attract more visitors.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 28 Hornsea Area Renaissance Partnership

Section 3: Interventions & Themed Actions

Contents:

Area Interventions: • Area 1 – Hornsea Mere 30-34 • Area 2 – Town Centre 35-39 • Area 3 – North Promenade 40-43 • Area 4 – Central Promenade 44-47 • Area 5 – South Promenade 48-52 • Area 6 – Hornsea Freeport 53 Themed Actions: • Theme A – Transport and Access 54 • Theme B – Training and Skills 55 • Theme C – Community Facilities & Services 56 • Theme D – Open Spaces 57-58 • Theme E – Culture and Heritage 59 • Theme F – Tourism, Events and Marketing 60

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 29 Hornsea Area Renaissance Partnership Area 1- Hornsea Mere

Introduction Hornsea Mere…. Hornsea Mere is the largest natural freshwater lake in Yorkshire and is a major resource for nature conservation and leisure. Situated less than a mile from the North Sea, it is 2 miles long, 11- 12 feet deep and up to three-quarters of a mile wide. INFORMAL ACCESS

The Mere is particularly valued as a wintering refuge and feeding area for migrating birds and other wildlife. It is designated a Site S ES CC of Special Scientific Interest (SSSI), a Specially Protected Area A AL RM (SPA) and also a Regionally Important Geological Site (RIGS). FO

Over time, the Mere has become disconnected from the rest of VIEWS the town. During the mid-nineteenth century, the town was around Southgate, Westgate and Market Place. Later expansion has been towards the sea. In addition, Southgate is part of the INFORMAL ACCESS B1244 (the main road in and out of Hornsea) and this creates a physical barrier between the Mere and the town centre.

Leisure use of the Mere is concentrated on Kirkholme Point. Activities include sailing, rowing, fishing and bird watching. There is also a putting green, café and chandlery.

The network of public rights of way is limited. On the S-SE side is a cul-de-sac footpath and bridleway. The up-keep of these rights of way is the responsibility of the landowner (Wassand Estate), except for the surfacing which is the responsibility of the local authority (East Riding of Yorkshire Council). The Mere provides a contrasting atmosphere to the tourism offer provided elsewhere in the town. It is a unique feature well-suited Relaxing View across the Mere to low-key uses that reflect is appropriate for its protected environment.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 30 Hornsea Area Renaissance Partnership Area 1- Hornsea Mere

Considerations Kirkholme Point ...

• Any proposals need to balance landscape and wildlife qualities against the viability of leisure activities and their recreational, Sailing Club clubhouse Sailing on the Mere educational and tourism potential.

• As an important European nature conservation site, any proposed building development or any increases to the educational function must be low-key, sensitive and appropriate.

• Whilst environmental designations protect the importance of the Mere, they also bring strict management and development obligations. These are set out in the Mere’s Heritage Landscape Management Plan.

• Hornsea Mere is not a public open space. It is part of the Wassand Estate and is managed by a Board of Trustees. Activities are run on a day-to-day basis by Hornsea Mere Marine.

• Leisure facilities are located on Kirkholme Point. Sign Information board • Current access restricts how many people can visit and move around the site.

• Important nearby sites like Southorpe Deserted Mediaeval Village could be linked to strengthen the visitor experience. English Heritage has indicated its support for the provision of interpretation for Southorpe Deserted Mediaeval Village, because it is a good example of its type. Cafe • The Mere feels remote and separate from the town – but this is also very much part of its charm.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 31 Hornsea Area Renaissance Partnership Area 1- Hornsea Mere

Issues

• As one of Hornsea’s greatest attractions, the Mere could be enhanced as a major focal point and western anchor to the Mere car park main east-west spine running through the town.

• Hornsea Mere has a low-key presence which is well-suited to wildlife and the aims of its nature conservation designations. Any improvements would need to balance the impact on the environment against other benefits. Mere access lane • There are few vantage points offering views across the lake. Seaton Road is winding and busy, this makes it difficult for cars to pull into or out from viewpoints.

• Existing leisure facilities on Kirkholme Point require upgrading. There are proposals to improve the sailing club house, café, chandlery, toilet block and car park.

• If the sailing club facilities were made fit-for-purpose, then this would enable the club to teach sailing and host events. Mere sign • There is some support for the café to become a good restaurant in a spectacular setting.

• Access for cars and pedestrians needs to be improved. There is an indistinct point of entry from Southgate and the entrance road is rutted, however this does reduce traffic volumes and speeds. Some local residents are against upgrading the entrance road and feel access is sufficient.

Improvements are proposed for the clubhouse • Linkage from the Mere to the town centre is unclear and the route is dominated by road traffic.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 32 Hornsea Area Renaissance Partnership Area 1- Hornsea Mere

Possible Interventions Precedent Images …

Key

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 33 Hornsea Area Renaissance Partnership Area 1- Hornsea Mere

Urban Design & Landscape Principles Visualisations …

Development ƒ Proposed small-scale low-key improvements to leisure facilities on Kirkholme Point should be supported. ƒ The design and use of materials in any building works need to relate to the Mere’s protected environment and the nearby Conservation Area. ƒ Opportunities to enhance the public realm on Kirkholme Point would help promote the Mere’s public offer. ƒ Parking facilities could be improved close to the Mere, as provision is limited on Kirkholme Point. This would help minimise negative impacts on the Mere’s environment.

Street Scene ƒ Entrance improvements, resurfacing and new signage New access routes around the Mere could look like this would raise the profile of the Mere as an attraction and improve linkage with the rest of the town. ƒ Enhancements to public rights of way routes should be explored. In particular, joining cul-de-sac routes to create circular routes and improving links to Fair Place. Open Space ƒ Southorpe Deserted Medieval Village would benefit from interpretation. This could include the twentieth century addition of a World War Two pillbox.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 34 Hornsea Area Renaissance Partnership Area 2- Town Centre

Introduction Newbegin ... Newbegin forms the geographical centre of Hornsea and is the focus for the town’s retail core and civic buildings, including the INFORMAL ACCESS TO & museum and tourist information centre. The town’s historic core FROM THE PARK & SCHOOL and Conservation Area is around Market Place, Southgate and the western end of Newbegin.

S ES CC L A Considerations RMA FO • Hornsea town centre provides a retail offer typical of a town of its size It has a range of local and regional providers at the lower end of the retail offer. INFORMAL ACCESS TO & FROM RESIDENTIAL AREAS • Retailing is dominated by small local independent retailers and there are few national retailers (multiples) present. • Recent additions are small specialist businesses (such as the art gallery and pottery on Market Place) and several new eating and drinking establishments (including a chocolatier on Newbegin). This indicates that town centre diversification is happening in line with national trends. • There is a desire to add vitality and viability to the retail offer. Historic shops in the This includes making the town centre more attractive to Conservation Area shoppers, encouraging business diversification and enhancing local distinctiveness. This links into the planned ‘Town Centre and Retail Study’ in 2008. • Hornsea has some poor quality post-WW2 accommodation along Newbegin. This provides an opportunity to improve Poor quality post-WW2 and redevelop the retail mix. retail accommodation on Newbegin • The last petrol station in town closed in 2006. • A Conservation Area Partnership Scheme is in development. This will provide grants to improve the commercial uses of historic buildings in the Conservation Area.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 35 Area 2- Town Centre Hornsea Area Renaissance Partnership

Issues

• Property market analysis indicates the town centre is Views of the shopping area ….. economically stable, but maybe sensitive to change.

• There are few national retailers (multiples) represented in Hornsea and those present are lower-end food retailers. Western-end of Newbegin Central Newbegin • Taking into account the availability and types of premises, plus the apparent emergence of an arts and crafts sector,, then Newbegin and Southgate appear to be the right location for focusing specialist business development.

• A private sector developer is planning a new retail scheme along Newbegin. Proposals includes a modest-sized food store, smaller retail units and residential flats above. Slow progress means the site is becoming an eyesore.

• There is strong community support for attracting higher quality Southgate heading Post-war buildings in towards Freeport retailers offering a better choice of goods and services. This central section would encourage more people to shop locally, making the town centre more vibrant and economically stable.

• Available parking includes pay & display, free parking and off- street provision. At peak times Newbegin and the junction with Market Place both suffer badly from traffic congestion.

• Physically there is a disjointed street façade and the townscape would greatly benefit from enhancement.

• There is no real focal or meeting point to the town centre. The small seating areas currently provided along Newbegin are highly valued by the local community.

• Many residents feel the town needs a petrol station.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 36 Hornsea Area Renaissance Partnership Area 2- Town Centre

Possible Interventions Precedent Images …

Key

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 37 Hornsea Area Renaissance Partnership Area 2- Town Centre

Urban Design & Landscape Principles Enhancing the retail offer …..

Development

• Newbegin and Market Place should remain the focus for local shops, restaurants and services. Business diversification such as specialist retail sectors should be encouraged.

• Enhancements to the retail offer should be supported, so long as they are developed for the right reasons. This requires an economic impact assessment measuring the potential displacement impact within the local economy (such as job losses) and the wider economic benefits.

• There should be active involvement in the ‘Town Centre and Retail Study’ to identify actions and agree a joined-up Specialist retail like this should be supported approach for market towns across the East Riding.

• Consider delivering initiatives such as supporting local food and shop local.

• Improvements and new developments should be high quality and reinforce the character of Hornsea’s shopping area. New active quality retail frontages should be encouraged.

• The Conservation Area Partnership Scheme will improve the use of commercial buildings in the Conservation Area. This will enhance the appearance of the town centre.

• Buildings and their intervening spaces need to relate to the style of the Conservation Area in terms of good design and Market Place junction within the Conservation Area using quality materials. Buildings should not be higher than existing buildings, that is no more than 2.5 floors high, including the retail space.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 38 Hornsea Area Renaissance Partnership Area 2- Town Centre

Urban Design & Landscape Principles Town centre style …

Street Scene

• Enhancements to the public realm - surfacing, street furniture, lighting and signage - should reinforce the style and materials used within the Conservation Area.

• High quality public realm would make a positive visual and economic impact on the town centre, making it an attractive place for shopping, working, visiting and investing in. For example, the Church of St Nicholas style influences • Any new hard surfacing along Newbegin could be extended public realm in the Conservation Area out into the surrounding area, particularly along Southgate and New Road. Visualisation … Open Spaces

• A high quality public space would provide a much-needed focal point for the town centre. If the opportunity arises, any new ‘town square’ should be well designed, use high quality materials and be pedestrianised.

• A suggested location for a new ‘town square’ is between Newbegin and Hall Garth Park. The Park entrance could be informally re-landscaped to create easy pedestrian access and reinforce the link between the park and shopping area. (see Theme D: Open Spaces)

• There should also be clearer linkage to other open spaces near the town centre. This includes the Mere, the Memorial Gardens and the seafront. Re-landscaped entrance to Hall Garth Park

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 39 Area 3 – North Promenade Hornsea Area Renaissance Partnership Introduction North Promenade…. The North Promenade is a wide pedestrianised area along the seafront stretching from the Central Promenade to the end of the Esplanade. At the very end is the North Bastion – this was once INFORMAL ACCESS intended to be an open air swimming pool, but was instead filled with concrete.

This area is a mix of informal and formal open spaces, including VIEWS an outdoor bowling green and a sunken garden. Directly adjacent to the North Promenade is the Floral Hall where cultural events F O are hosted. There is also a car park that is well-used by families, R M A sea anglers, dog walkers and ramblers. L

A C C E INFORMAL ACCESS S There are several caravan parks to the north, where about 600 S caravans are sited. Considerations View along the North Promenade • The North Promenade would benefit from improvement. A consistent promenade theme should be maintained and developed along the entire seafront.

• The Floral Hall is owned and managed by East Riding of Yorkshire Council. Following a feasibility study, ERYC Cabinet has decided to replace the Floral Hall with a new The Bastion facility located next to the Leisure Centre. If this happens, it will change the present function and identity of the North Promenade. The existing Floral Hall is built on land with a covenant that restricts uses.

• North Beach is said to be popular with families. Hotel sign

• This stretch of coastline is continually being eroded by the sea and the sea defences will next be reviewed in 2009.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 40 Hornsea Area Renaissance Partnership Area 3 – North Promenade Issues Existing features … • A co-ordinated approach is needed to plan future enhancements along the whole seafront. This needs to consider how the promenade links with neighbouring residential areas and central Hornsea.

• This section of the promenade is immediately to the north of the award-winning Central Promenade. However, it is under-used and appears separate with a poorly planned patchwork of green spaces, the Floral Hall and some car parking. Floral Hall and Car Park

• The Floral Hall has been allowed to develop in an ad hoc fashion and is now in a poor condition. The new ‘Floral Hall’ must be fit-for-purpose, multi-purpose and built to a high quality Drinking fountain, dated 1907 design appropriate for its seafront location. (see Area 4: Central Promenade and Theme C: Community Facilities & Services) Bowling green

• There is confusion about the current role of the North Promenade. If the Floral Hall is relocated, its main function and identity will be lost. Potential re-use of the existing site has not yet been agreed, but will need to comply with the covenant. Grassed area and shelter

• The Marine Hotel is in a prime position over-looking the sea and should be one of the ‘jewels’ of the promenade. Old seating • The sea defences will be maintained, but not extended.

• The old cliff footpath has eroded away and there are no proper steps down to the beach.

• North Beach is said to be popular with families and has good access to the sandy beach. However, it has few convenient facilities, such as beach huts, showers or toilets. In the past, the Floral hall toilets were open to the public.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 41 Hornsea Area Renaissance Partnership Area 3 – North Promenade

Possible Interventions Precedent Images …

Key

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 42 Area 3 – North Promenade Hornsea Area Renaissance Partnership Urban Design & Landscape Principles Development View from North Promenade … • There is community support for extending the Central Promenade scheme along the North Promenade. This would reinforce the promenade as a continuous pedestrian area. Any scheme should include family-friendly facilities. • Any improvements should reinforce the leisure role of this section of the promenade. Street Scene • North Promenade should become the focus for movements between the neighbouring residential areas and the town centre, emphasising its function as part of the north-south Spectacular view over the North Sea route along the seafront. • New surfacing, street furniture and signage on North Promenade should continue the high quality and style of Visualisation…… Central Promenade scheme. • There should be proper steps down onto the beach at the Promenade modernisation bottom of Belvedere Park where the cliff footpath ends. Open Space • If relocated, the existing Floral Hall site could be re- landscaped as an informal area for games and outdoor events (such as theatre or music). It should also provide some low-key facilities (café and toilets), which would also complement the bowling club’s existing facilities. • Open spaces should include new footpaths, additional seating, grassed areas & appropriate planting. • The use of the North Bastion could provide temporary summer facilities for families should be investigated. • Better link the promenade to other open spaces.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 43 Hornsea Area Renaissance Partnership Area 4 – Central Promenade

Introduction Central Promenade …

The Central Promenade is the active hub of Hornsea’s seaside

F offer. It has the Leisure Centre, amusement arcades, shops selling O INFORMAL ACCESS R M tourism-related goods, plus a range of places to eat including cafes A L

A C and fish & chip shops. There are two large car parks and some on- C E VIEWS S street coach parking. S Considerations

• A consistent promenade theme should be maintained and developed along the entire seafront. The Central Promenade scheme was successfully completed in 2003 and has set an INFORMAL ACCESS exemplar for all new development and public realm improvements in the town.

• The Central Promenade will continue to be the active hub of La Grand Motte Hornsea’s seaside offer.

• The potential relocation of the ‘Floral Hall’ next to the Leisure Centre could be the driving force for future redevelopments and making better sense of this area.

• Any redevelopment should enhance the appearance and Parade of shops/outlets along the promenade function of the Trans Pennine Trail seamark area as the eastern terminus of this long-distance national route.

• The former Luigi’s restaurant site is being redeveloped. It has permission for a ground floor retail / food outlet with residential above. In the past, Luigi’s was a popular Italian restaurant offering space for functions and its closure was a loss to the town. Seafront amusements Food sign on seafront

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 44 Hornsea Area Renaissance Partnership Area 4 – Central Promenade

Issues Existing features … • The Central Promenade facilities have a dual function in that they serve both residents and visitors.

• Opening up the second seawall is not an option that could be considered for any development. Another constraint is Yorkshire Water’s underground sewerage pipes.

• The design and function of the proposed new Floral Hall needs to have a positive impact on the appearance of the View down promenade seafront and be economically viable. (see Area 3: North Leisure centre area Promenade and Theme C: Community Facilities & Services)

• Whenever possible, opportunities should be taken to improve the quality and legibility of the public realm, including surfacing, street furniture, lighting and signage. This should also improve links to other areas of the town.

• Improvements around the Trans Pennine Trail seamark area would provide a memorable sense of arrival/departure. Poor quality seating Wilbur’s market • Many of the retail/kiosk outlets on the promenade are security shuttered, which provides dead frontage when they’re closed.

• Whilst car parking on the seafront is at a premium, pedestrian safety is also a high priority.

• Adequate maintenance is required to ensure the seafront is kept attractive for residents and visitors.

Poor quality architecture Luigi’s - under redevelopment

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 45 Hornsea Area Renaissance Partnership Area 4 – Central Promenade

Possible Interventions Precedent Images …

Key

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 46 Hornsea Area Renaissance Partnership Area 4 – Central Promenade

Urban Design & Landscape Principles Visualisations……

Artists impression of the proposed Floral Hall Future Proposals (PLEASE NOTE the design and layout has not yet been agreed)

• New developments must be high quality, well-designed and respond to the character of the Central Promenade scheme and the seafront location.

• The role of the Central Promenade as a leisure and recreational hub should be reinforced, whenever possible. The proposed relocation of the ‘Floral Hall’ could provide an opportunity to do this and would enhance leisure use of the promenade (also see Area 3: North Promenade and Theme C: Community Facilities & Services).

• If relocated to the Central Promenade, the new ‘Floral Hall’ should be a focal point for cultural activities.

Street Scene

• Any improvements to the public realm, such as surfacing, street furniture, lighting and signage should reflect the design and high quality of 2003 Central Promenade scheme. This will improve visual impact, enhance movement and define access.

• New hard surfacing along routes from the seafront to the town centre, such as New Road and Sands Lane, would encourage movement between these two areas.

Open Space Some aspects of the 2003 Central Promenade • Further enhancement of the terminus of the Trans Pennine Trail scheme seamark area would create a true sense of arrival or departure.

• Better link the promenade to other open spaces.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 47 Area 5 – South Promenade Hornsea Area Renaissance Partnership Introduction South Promenade … South Promenade is dominated by a large open space that is low-lying and within the floodplain of Stream Dyke. It includes the sewerage pumping station, Grand Motte Garden and a car INFORMAL ACCESS park. A narrow footway next to the seafront road provides the main pedestrian access. At the north end is the Old Boatyard. At the south end is the New Boatyard and beyond are two VIEWS caravan parks with about 570 caravans. Considerations

INFORMAL ACCESS • This is a quiet area without an overall focus that would benefit from improvement. A consistent promenade theme should be maintained and developed along the entire seafront.

• East Riding of Yorkshire Council has prepared a Development Brief for the Old Boatyard asking for mixed tourism/leisure/recreation development proposals with some housing. The Brief states that housing is restricted on greenfield New Boathouse land and so should be a subsidiary element. A developer is interested. Planning permission has not yet been granted. Grainger’s Field • The Promenade Road could be relocated as part of a bigger scheme, this would enable a pedestrianised seafront.

• The Old Boatyard site would be a good location for a hotel with facilities such as small meeting and function rooms. This would complement the Floral Hall and fill the void left by Luigi’s for somewhere to host special functions.

• A feasibility study has developed the concept of a Country Park along Stream Dyke and Grainger’s Field.

• A new Inshore Rescue Boathouse is proposed next to the New Boatyard. Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 48 Hornsea Area Renaissance Partnership Area 5 – South Promenade

Issues Existing features … • This area is a major opportunity for the town and the South Promenade could become a new focal point.

• The redevelopment of the Old Boatyard site provides an opportunity to realign the South Promenade road and bring together disparate features. It could incorporate new features Fishing boats in compound such as public art and a children’s adventure space.

• The Environment Agency is keen to see fewer developments in areas of high flood risk. They have indicated they would be supportive of general amenity and recreational uses.

• It is understood that there is not enough demand at present to Old Boatyard site attract large-scale commercial leisure / visitor facilities in this location.

• Any tourist-related retail should be on the seafront side and any non-tourist related retail should be in the town centre. View along south promenade • Development proposals are likely to affect traffic volumes and flows. A traffic assessment will needed to identify the effects of any development or new road and explore solutions.

• The design and character of the proposed new development must be high quality and complement its seafront location. The interface between public and private spaces would need to be carefully and sensitively designed. • New surfacing, street furniture, lighting and signage on South Promenade should continue the high quality and style of Central Promenade scheme. Caravan / leisure parks • The concept of a country park could be further developed.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 49 Hornsea Area Renaissance Partnership Area 5 – South Promenade

Possible Interventions Precedent Images …

Key

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 50 Hornsea Area Renaissance Partnership Area 5 – South Promenade

Urban Design & Landscape Principles Visualisations…… Future Proposals New focus for the Trans Pennine Trail terminus • If proposals for the Old Boatyard site go ahead, they should fulfil the Development Brief. They should also fit within Environment Agency guidelines and support any proposals for flood risk management.

• Any new buildings need to respond to the existing seafront character, in particular to the architecture of Marine Drive. Any buildings should be a maximum of 3 floors high.

• There should be a traffic assessment for the proposed new development and realigned road, particularly in relation to the primary school on Hornsea Burton Road.

• The aspiration is for a new hotel, preferably on the seafront. Pedestrianisation near the New Street Scene Boathouse

• A key focus for the South Promenade to become pedestrianised with a new active leisure frontage and better access to the beach. This would meet the aim for a continuous traffic-free promenade.

• New surfacing, street furniture, lighting and signage should unify style and continue the high quality and character of Central Promenade scheme.

• A high quality and well-designed children’s adventure space could be created close to the Leisure Centre. This would help attract families to the town.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 51 Hornsea Area Renaissance Partnership Area 5 – South Promenade

Urban Design & Landscape Principles Areas for improvement ….. continued…

Street Scene cont….. Current boat access onto the beach off road • South Promenade should be the focus for movements between the southern caravan parks, the country park and the town centre. This would emphasise its function as part of the north-south route along the seafront.

• Relocating the road would allow direct access for boats onto the beach. This would improve operations at the New Boatyard and the planned Inshore Rescue Boathouse.

• Providing vantage points with coastal views would improve the pedestrian experience.

• Potentially, public art could be installed in this area.

Open Space

• The concept to re-landscape Stream Dyke floodplain as a country park should be further developed. The aim should be to provide greater accessibility to a more inviting open space. It could include new footpaths and low-key leisure facilities. (see Theme D: Open Spaces)

• The entrance into the country park could be near the New Boatyard, but must avoid breaking the second seawall. As Potential new country park around detailed in the feasibility study, a raised entrance should be Stream Dyke considered to allow views along the coast.

• Better link the promenade to other open spaces.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 52 Hornsea Area Renaissance Partnership Area 6: Hornsea Freeport

Introduction Hornsea Freeport ….. Hornsea Freeport was one of the first designer outlets in the country. Today it is a major visitor attraction that draws over 1 million visitors per year, for many this is their sole reason for travelling to the town. In 2006, permission was granted to further extend and re-develop parts of the site to improve the retail offer and maintain market position.

Possible Interventions

There are also a number of actions that could also be considered to improve links to the rest of the town:

• Support better shopping facilities at the Freeport.

• Encourage people to use bus services into and around the town. The existing service between the Freeport and the bus station would benefit from increasing awareness of the service and improve the chance of establishing a Sunday service.

• Build on HARP’s pilot Summer 2005 Open-top Bus project by creating a circular route linking the Freeport with other areas of Hornsea and attractions such as Honeysuckle Farm.

• Promote coach parking to encourage group visits.

• Better promote walking and cycling between the Freeport and other areas of the town, such as on the Trans Pennine Trail. Entrance way

• New joint marketing initiatives (information provision, signage and promotion) would promote Freeport as one of several local tourism attractions. This would enhance the tourism offer and improve links with the town centre, promenade and Mere.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 53 Hornsea Area Renaissance Partnership Theme A: Transport & Access Introduction East Riding Local Transport Plan 2006-2011 There is strong community support to improve transport and access issues. We also need to actively consider sustainable This vision has 7 priorities for transport and other related transport measures, for example better public transport as a quality of life issues. Relevant objectives are: viable alternative to the car. Objective 1 (Congestion): Minimise traffic congestion Traffic Management: and improve efficiency of the Transport Network. Objective 2 (Accessibility): Improve access to key • Agreeing an action plan to solve traffic issues and improve services and reduce social exclusion for everyone. links into and around Hornsea. Issues to be reviewed include congestion, car parking (availability and charging), public Objective 4 (Economic Regeneration): Support transport provision and ease of navigation. It should also sustainable economic regeneration and growth. consider the feasibility of introducing a Park & Stride scheme.

Signage: The following actions are listed for Hornsea: • Producing a cycle plan. • Agreeing clearer and less confusing signage, this includes road signs, brown tourist signs and pedestrian signs. There is a • Producing school travel plans. need to better connect different areas of the town and link with • Carrying out an audit of pedestrian signs to main key functions such as tourist attractions. destinations and the erection of appropriate signs. Walking, Cycling and Horse Riding: • Upgrading footpaths to cycleway or bridleway. • Providing motorcycle stands or bays. • Developing a network of routes for pedestrians, cyclists and • Evaluating the pricing policy of car parks. horse riders. This includes better information, raising awareness and increasing levels of participation. • Investigating the feasibility for traffic calming and a 20 mph zone. • Supporting promenade improvements that provide a • Investigating the need for speed signs at the continuous traffic-free promenade as a major asset for Hornsea. entrances to Hornsea. • Improve footpaths, bridleways and cycle paths to create more circular routes and improved links with regional trails.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 54 Hornsea Area Renaissance Partnership Theme B: Training & Skills

Introduction What support is there for Young People to This is about ensuring everyone has an equal opportunity to encourage them to stay in the local area ? benefit from training so they can learn and develop the skills needed to succeed economically. Many training and business support providers already help young people learn practical business skills and start them on Business Development: the road to becoming entrepreneurs.

• Encouraging higher quality and better-paid jobs in the Hornsea There are several ways to adopt a ‘young people approach’: Area. This is linked to encouraging economic diversification in the town and signposting businesses to sources of advice and funding. Linking schools and employers together Encourage a mix of work-related learning, work placements • Encouraging home working and distance learning by providing and apprenticeships in partnership with local businesses. the right ICT connectivity and support services (such as childcare). Offering Specialist Advice and Guidance • Promoting the business benefits of improved customer care, Active support for young people interested in setting up their marketing, tourism skills and greener business operations. Ideally own business, including access to mentoring and tutorials on courses could be run in Hornsea for local businesses. business management, financial management and marketing.

• Supporting demand-led provision of flexible business units, Promoting Business Start-up Initiatives such as small ‘incubator’ offices, LiveWork units and social Examples of existing programmes are Young Enterprise (UK- enterprise space. wide) and New Horizons (East Riding).

Adult Learning and Skills: Running Entrepreneurship Masterclasses Host one-day events that inspire tomorrow’s entrepreneurs, including interactive discussions on the practicalities of how to • Promoting a lifelong learning culture, including the well-being set up and run a business. benefits of participating on (formal and informal) courses. Influencing Strategies • Actively engage with adult learning and skills providers to help Engage with education and training providers to influence their meet demand and need. decision-making so that young people in the Hornsea Area benefit. • Make provision for flexible exhibition space in the new ‘Floral Hall’ building to showcase local talent.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 55 Hornsea Area Renaissance Partnership Theme C: Community Facilities & Services

Introduction We need the new ‘Floral Hall’ to: Local communities need access to sufficient facilities and services • have a viable and sustainable business case –make it that as a minimum cover basic needs. This provision needs to be work economically and provide a good cultural mix. within the context of regional provision. Many community functions come under the remit of dedicated organisations (such as the • have a high-quality and multi-purpose design – meet or Yorkshire & Humber Strategic Health Authority) or through exceed quality standards; use appropriate and sustainable community strategies (such as the East Riding Community Plan). materials; be flexible to suit a variety of user needs. • meet community needs – maximise opportunities for Hornsea’s geographical location within the Hull city-region creates participation and be accessible to everyone. conflicting pressures on the provision of facilities and services. • offer a wide range of activities that people want to take part in and that make the venue a true cultural centre Community Facilities: - targeted events for different age groups and interests - touring circuit for performance arts and cinema • Carrying out an audit of community facilities, including - theatre and dance community halls, to identify gaps and highlight potential - live music improvements in service provision. - cinema / film club (classic and new films) - art gallery / exhibition space • Working to complete a new ‘Floral Hall’ by March 2011. (see - youth activities Area 3: North Promenade, Area 4: Central Promenade). - bar/café area (with sea views) - small conference and meeting spaces Community Services: - what else ?

• Working with specialised professional services to ensure Café function adequate service delivery in the Hornsea Area. This might mean important helping facilitate a multi-agency approach to delivery that better suits the needs of Hornsea residents, or, signposting organisations and individuals to relevant specialist sources of help.

• Working with Youth Services and others to improve services for young people in the Hornsea Area. Range of acts ? • Making provision for important and essential services when developing future projects in and around the town.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 56 Hornsea Area Renaissance Partnership Theme D: Open Spaces

Overview: Memorial Gardens ….. Quality open spaces (parks, gardens and natural areas) are a fundamental to any town. Whilst Hornsea has a good number of open spaces, there are opportunities for improving the quality of facilities and planting schemes to make them more even more attractive.

A first step is to define the roles of each space and identify its resource needs. In the longer-term, a goal is to achieve Green Flag status for at least one park in the Hornsea Area.

Memorial Gardens (Hornsea Town Council):

The aim to make this an exceptional garden and a more open feel to encourage increased use. Planned actions are:

• Replace the perimeter wall with a low wall and railings.

• Open up vistas into and around the garden.

• Design simpler bolder displays with sustainable planting.

• Build a new war memorial with a hard-standing area.

• Install a bandstand.

Elim Gardens (Hornsea Town Council):

This is a well-used informal space where ball games and low-key events are encouraged. It is an important walkway between the Time for a new war memorial? Open up the vistas into North Promenade, town centre, school and residential areas. and out of the garden? Hornsea Town Council has nearly completed an improvement scheme which includes improved access, replacement trees, new planting and resurfaced footways.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 57 Hornsea Area Renaissance Partnership Theme D: Open Spaces (cont’d)

The Pocket Park (Hornsea Town Council): Hall Garth Park (Hornsea Town Council): An important small oasis along Newbegin for shoppers can sit and relax. The aim is to maintain this space as it is. The overall aim is to maintain the countryside feel of this large park, whilst providing adequate recreational facilities. Ebor Avenue Play Area (Hornsea Town Council): At present there is a children’s play area, a skate park, a wild flower meadow and a kick-about area. Events held here The fenced and well-maintained play area that is well-used. It is include Hornsea carnival and one-off rock concerts. located within an area of mixed Council and private housing. There is an unmade road leading to it and the entrance would benefit Possible actions identified include: from improvement. • Installing an all-weather multi-use games area and Adjacent to the play area is an open space that could be used for encouraging other sports, as appropriate. informal sports, for example, an off-road or BMX track. • Creating a picnic area where the nursery used to be.

Mereside (Fair Place) (Hornsea Town Council): • Further developing the educational role for local schools Fair Place is an informal open grassed area with children’s play and strengthening links with the school gardening club. equipment. Housing surrounds the site, this includes sheltered housing for the elderly. Towards the Mere edge, the area is good • Consider providing more footpaths, especially between for wildlife. the secondary school and Newbegin. The play equipment could be improved by erecting a perimeter • Re-landscaping the entrance close to any ‘town square’ fence to keep out dogs, making it more attractive and safer for development along Newbegin (see Area 2: Town Centre). children. Low-key organised community events could be held here. • Discouraging use of the park by irresponsible dog owners who don’t clear up after their dogs. South Promenade Country Park (ERYC): Skate park The concept of a new informal country park along Stream Dyke and Grainger’s Field could be further developed. This area could become an important environmental and leisure asset for the town. Any low-key leisure facilities, such as footpaths and outdoor tennis courts, would have to be appropriate and be able to withstand regular flooding. (see Area 5: South Promenade) Park gates

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 58 Theme E: Culture and Heritage Hornsea Area Renaissance Partnership Cultural Development:

It is important to work with arts and sports partners to prioritise Maximising use of local assets ….. actions, maximise resources and increase participation in cultural activities. This applies to capital projects (such as buildings or equipment) and revenue schemes (such as skills development). Increase use of walking & • Supporting local festivals and developing links with other cycling routes festivals across the region.

Heritage and the Built and Natural Environment:

• Carrying out an audit of all the built and natural environmental assets in the Hornsea Area. Improved facilities at Kirkholme Point would • Providing information and activities to encourage better encourage more sailing understanding and appreciation of the area’s historical character club members and natural assets. For example, themed trails and guided walks.

• Promoting use of the natural environment as an outdoor gym. For example, walking, cycling and beach sports. Use the shoreline to explain coastal processes • Using local heritage as an outdoor classroom. For example, working with education providers to encourage field trips studying geology and the effects of coastal erosion.

• Future maintenance arrangements for some heritage buildings needs addressing. For example, tree roots are undermining the foundations of Bettison’s Folly.

Nurturing a Sense of Place Use historic assets to promote the local • Defining and reinforcing the different character areas in the heritage town – the seafront (leisure and open space), town centre (retail and business services), Freeport (out-of-town designer outlet) and the mere (wildlife and low-key activities).

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 59 Hornsea Area Renaissance Partnership Theme F: Tourism, Events and Marketing

Introduction

Hornsea has a good character, important heritage assets and a The Visitor Offer … relatively good environment. With increasing competition from elsewhere, resorts require on-going enhancements to retain their position as high quality visitor destinations. Whilst recent physical improvements to the Central Promenade have enhanced the seafront environment, further actions are needed, including:

A Better Understanding of the Visitor Market:

There is little local information available about the visitors who come to the Hornsea Area. Most tourism data is collected either for the East Riding, regionally or nationally. The Freeport has The past – including collected data on its visitors and this is available to HARP. Hornsea Pottery – helps promote the town today A priority is to undertake a visitor survey to understand the local Information helps visitors visitor market and the visitor offer (what it is and any gaps). appreciate local history and Trends are large number of day trippers, few staying visitors and beach conditions a large population of temporary residents in caravan parks.

Events and Promotions:

• Encourage more activities for young people and families.

• Agreeing actions to co-ordinate promotional activity, avoid duplication of effort and make the best use of available resources.

• Capitalising on existing and new assets to improve destination marketing to target audiences and niche markets.

• Working with partners such as the Visit Hull & East Yorkshire The Central Promenade scheme has set a high standard Destination Management Organisation to increase the benefits of for further enhancements to the north and south wider tourism promotions to the local and regional economy.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 60 Hornsea Area Renaissance Partnership

Section 4 Next Steps

Contents:

Masterplan Next Steps & Priorities 62 Summary of Projects: 1 Hornsea Mere 63 2 Town Centre 64 3 North Promenade 65 4 Central Promenade 66 5 South Promenade 67-68 6 Hornsea Freeport 68 7 Themed Actions 69-72 Timescales 73 Delivery and Funding 74

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 61 Hornsea Area Renaissance Partnership Masterplan Next Steps and Priorities

Considerations Ownership

This section sets out the key considerations for taking proposals In delivering the masterplan actions, the most important priority forward. To do so however, it is necessary to consider a series is to generate local ownership of the proposals by the community of four interconnected questions: and business sector, particularly those likely to be directly affected by any proposals. This has in part been acquired – What needs to be delivered ? through incorporating feedback from the public consultation on this plan. – What are the Priorities? The masterplan is provides a framework for progressing – Who will deliver it ? renaissance activities in Hornsea. Consequently, it provides an opportunity to canvas views from the local residents and – Who pays ? businesses, as well as visitors.

These questions are dealt with over the following pages. The answers are based on careful consideration of the best information and evidence available.

Key Measures

From the outset, there have been three key measures which have defined the priorities for taking the Masterplan forward. These are:

• Generating local ownership;

• Identifying indicators and objectives;

• Identifying key projects and proposals.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 62 Hornsea Area Renaissance Partnership Summary of Projects

AREA 1: HORNSEA MERE – A high quality and sensitive natural environment with some leisure facilities

SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK Business & Provide Potential interpretation of deserted mediaeval village and the Wassand Estate / English SCT-9 Tourism interpretation for WW2 pillbox. English Heritage would welcome this provision as Heritage (consult Natural Southorpe Southorpe is a good example of a DMV. England) Deserted Mediaeval Village Open Spaces Improve the public Any public realm should be of high quality, well designed and Wassand Estate realm on made from appropriate materials. Kirkholme Point Transport & Improve Consider improving the entrance signage and resurfacing the Wassand Estate (consult SCT-7 Access entranceway onto access road. This would help raise the profile of the Mere as with Natural England & Kirkholme Point an attraction. ERYC) Transport & Improve access to This would need to be considered in the context of a Hornsea- Wassand Estate (consult SCT-7 Access car parking close wide approach to review car parking. Encouraging people to Natural England & ERYC) to the Mere park away from the Mere would help reduce any negative impacts on its environment. Transport & Explore ways to In the medium to long-term the network of routes could be Wassand Estate and SCT-7 Access improve the public sensitively improved. Subject to agreement, cul-de-sac routes ERYC (consult Natural rights of way could be joined to create circular routes – either as public rights England) network around of way or permissive routes. the Mere Culture & Support proposals Low-key improvements to facilities should be supported. Wassand Estate and SCT-9 Heritage to improve Proposals include improving the sailing club house, the café, Hornsea Mere Marine HCOP-5 facilities on chandlery, toilet block and car park. Design and use of (consult Natural England) Kirkholme Point materials should be appropriate and complement the Mere’s protected environment.

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AREA 2. TOWN CENTRE – The focal point for retail and service provision SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK

Business & Town Centre This study covers 8 market towns in the East Riding, including ERYC with market towns SCT-4 Tourism Study & Action Hornsea. The study will examine the retail offer and built via the East Riding Market SCT-5 Plan environment and then recommend joint initiatives and specific Towns Network and local actions for each town. Originated from the East Riding Market regeneration partnerships Towns Network. Business & Support town Encourage new/specialist businesses and support the growth of ERYC / Private Sector SCT-5 Tourism centre businesses existing businesses to strengthen the retail offer and encourage increased footfall. Deliver or participate in initiatives, such as ‘local food’ and ‘shop local’. Business & Conservation Area A grant scheme for Hornsea, Howden and Market Weighton ERYC / English Heritage / SCT-4 Tourism Partnership aimed at maximising the economic use of under-used buildings Yorkshire Forward SCT-5 Scheme whilst improving the appearance of historic buildings in the Conservation Area. The scheme will contribute towards making the town centre more attractive for locals and visitors. Open Spaces Enhance the Any improvements to surfacing, street furniture, lighting and HARP / ERYC SCT-4 public realm signage should be high quality and appropriate. The style used SSC-4 should reinforce the character of the Conservation Area. This would make the town centre a more attractive place to shop, work, visit and invest in. Open Spaces Support a new If the opportunity arises, this would create a focal point and Private Developer / ERYC SCT-4 ‘town square’ increase the attractiveness of the main shopping area. It / Hornsea Town Council SSC-4 should use high quality materials and be a well-designed space for people to use and enjoy. A possible location is between Newbegin and Hall Garth Park. Open Spaces Improved links to There are opportunities for improving links between the town HARP / Hornsea Town SCT-4 open spaces centre and other open spaces. For example, between Council / ERYC SSC-4 Newbegin and Memorial Gardens and onto the seafront.

PRIVATE Support A proposed mixed development of retail, office and housing. Private Developer DEVELOPER enhancements to This should be supported provided there is a positive impact on (HARP input via planning the retail offer the local economy, rather than displacement of activity/jobs. process)

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Area 3. NORTH PROMENADE – Informal uses and environmental enhancements

SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK Open Spaces Promenade There is support to create a high quality continuous traffic-free ERYC / HARP SCT-3 improvements promenade. SCT-4 and facilities HCOP-4 The North Promenade desperately requires major SSC-4 Improve the improvements with new footpaths, additional seating, grassed seaside offer areas and appropriate planting. New surfacing, lighting, street furniture and signage should continue the high quality and style of Central Promenade scheme. This would enhance the role of Hornsea as a tourism destination and improve quality of life.

We should actively encourage families to use the North Promenade by improving access to the beach and providing basic facilities including new toilets and a café. There is also a need to explore the provision of summer facilities for families on the North Bastion. This would enhance the role of Hornsea as a tourism destination and improve quality of life.

Open Spaces Agreeing the The potential loss of the Floral Hall from the North Promenade HARP / ERYC SSC-4 future use of the is an opportunity to redefine this area, subject to fulfilling the Floral Hall site terms of the covenant. If moved, the current Floral Hall site could become an informal public open space for games and outdoor summer events. Open Spaces Improve linkage The North Promenade could be better linked with other open HARP / HTC SCT-7 spaces, such as Elim Gardens.

Transport & Improve access This area links neighbouring residential areas with the town ERYC / HARP SCT-7 Access and circulation centre.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 65 Hornsea Area Renaissance Partnership

Area 4. CENTRAL PROMENADE – Strengthening the seafront hub for recreation and leisure SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK Business & Marketing & Promotion of the Trans Pennine Trail as a national trail would HARP / VHEY SCT-7 Tourism Information encourage trail users and promote Hornsea as a destination. Package Open Spaces Promenade There is strong support to create a high quality continuous ERYC / HARP SCT-3 improvements and traffic-free promenade. SSC-4 facilities Any improvements to the public realm, such as surfacing, Improve the lighting, street furniture and signage should be appropriate for seaside offer its seafront locations and reflect the high quality design of the 2003 Central Promenade scheme.

New surfacing could be extended to New Road or Sands Lane.

The aim is to improve the North and South Promenades in line with the 2003 Central Promenade scheme. Open Spaces Improve linkage The Central Promenade should better link to other open HTC / HARP SSC-4 spaces, such as Memorial Gardens.

Transport & Improve access The relocation of the Floral Hall could enable improved access ERYC / HARP SCT-7 Access and circulation arrangements for pedestrian and drivers. This should consider changes to the layout of car parking, circulation spaces and pedestrian areas. If appropriate, any improvements to the public space should incorporate the area around the Trans Pennine Trail seamark.

Culture & Potential location If relocated here, the new facility would increase the role of the ERYC / HARP SCT-9 Heritage of the new Central Promenade as the seafront hub for recreation and HCOP-4 Community / leisure. Leisure Facility (new Floral Hall)

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 66 Hornsea Area Renaissance Partnership

Area 5. SOUTH PROMENADE – Major development proposals and environmental enhancements (continued overleaf)

SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK Open Spaces Promenade There is strong support to create a high quality continuous ERYC SCT-3 improvements and traffic-free promenade. SCT-4 facilities HCOP-4 The South Promenade desperately requires major SSC-4 Improve the improvements with a new active leisure frontage and better seaside offer access to the beach. New surfacing, street furniture and signage should continue the high quality and style of Central Promenade scheme. This would enhance the role of Hornsea as a tourism destination and improve quality of life.

Tourism/leisure facilities to attract families could be located near the Leisure Centre and Trans Pennine Trail seamark. Ideas include a high quality well-equipped children’s adventure play space, public art and the aspiration for a seafront hotel. Open Spaces New Country Park The Old Boatyard scheme would enable the Country Park ERYC / HARP SCT-9 concept to be further developed on Stream Dyke floodplain. Enhance open spaces An aim is to provide greater accessibility for pedestrians (without breaking the seawall) and a more inviting open space. Features could include a raised entrance, vantage points, footpaths and low-key leisure facilities. Transport & Improve road The potential realignment of the road provides an opportunity ERYC / Private sector SCT-7 Access transport for the South Promenade to become traffic-free. It would also developer SSC-4 allow direct access for boats onto the beach, enhancing the role SSC-5 of the new Boatyard and the planned Inshore Rescue Boathouse. A traffic impact assessment will be required before a final scheme is agreed. Transport & Improve access This area is the focus for movements between neighbouring ERYC / HARP SCT-7 Access and circulation caravan parks, the Central Promenade and the town centre.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 67 Hornsea Area Renaissance Partnership

Area 5. SOUTH PROMENADE – Major development proposals and environmental enhancements (continued) SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK PRIVATE Support With the right scheme, there is an opportunity to enhance the ERYC / Private sector DEVELOPER enhancements to Old Boatyard area. Proposals should fit the Development Brief developer / HARP the seafront (mixed recreation/leisure with some housing), be within Environment Agency guidelines and include proposals for flood risk management.

The design needs to be high quality, have an appropriate seafront character, complement the Promenade public realm and provide protection from the elements.

Area 6. HORNSEA FREEPORT – Major retail outlet and visitor attraction SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK Business & Marketing & Enhancing the Freeport provides an opportunity to launch HARP / Freeport SCT-9 Tourism Information marketing campaigns/initiatives that advertise and promote the Package Hornsea Offer – Lakeland by the Sea – with Shopping. This would form part of a Hornsea Area approach.

Transport & Improved Freeport is not far from the town centre and seafront. Visitors Freeport / HARP SCT-7 Access transport could be encouraged to leave their car at Freeport and go into town. The possibility of a circular bus route could be explored linking to other tourist attractions. Alternatively, people could be encouraged to walk or cycle the Trans Pennine Trail. PRIVATE Support Hornsea Freeport is an important attraction bringing in a substantial Freeport DEVELOPER Freeport numbers of visitors who may not otherwise visit the town. improvements Plans to refurbish the facility should be supported, where they are of an appropriate scale and do not undermine the role of Hornsea Town Centre.

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THEMED ACTIONS: TA Transport and Access; TB Training and Business Support SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK Transport & Hornsea Transport Transport issues need to be reviewed to improve the local and HARP / ERYC SCT-1 Access Strategy visitor experience. Vehicles – address issues including (Streetscene, Local SCT-7 congestion, car parking, signage, public transport and explore Transport Plan, etc) the feasibility of introducing Park & Stride. Walking, cycling & horse riding – work with the others to develop safe routes (including lighting) and resolve areas of conflict. Signage –to improve navigation around the town, road signs and brown signs need to be clearer to follow and fewer in number. Transport & Develop a network Hornsea is a small place, but has substantial opportunities to HARP / ERYC (Local HCOP-4 Access of routes for improve formal and informal networks. For example, better Transport Plan) walking, cycling linking routes with the surrounding countryside. For example, and horse riding the Trans Pennine Trail could be better linked to the regional network, especially along the coast. Education & Build the skills of A range of training is available. The aim is to increase local HARP SCT-6 Training HARP members individual skills in partnership working and project management. SCT-5

Education & Encourage Signpost businesses to support services and training Business Link / SCT-5 Training business opportunities. This will contribute to achieving higher quality Holderness Learning CYP-9 development better-paid jobs in Hornsea and encourage economic Partnership diversification. There should be a focus on inspiring young people to become tomorrow’s entrepreneurs. Education & Promoting Lifelong There is a need to properly engage with employers so that local Holderness Learning SCT-5 Training Learning skills can meet the demands of the workplace. In addition, Partnership members CYP-10 there are well-being benefits for everyone through lifelong learning – both on formal and informal courses. Education & Provision of Small A demand-led development could provide a mix of incubator ERYC or a Private SCT-5 Training and Flexible offices, LiveWork units and social enterprise space. Developer SCT-6 Business Spaces

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THEMED ACTIONS: TC Community Facilities & Services; TD Open Spaces (continued overleaf)

SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK

Culture & Proposed new Participate in developing the business plan and shaping the ERYC SCT-1 Heritage Community / design of the new build. SCT-9 Leisure Facility HCOP-1 (new Floral Hall) Wherever located, it is very important that the new cultural HCOP-4 venue has a high quality design (even iconic) that is appropriate SSC-4 Improve the for its location. It also needs to meet community needs, be cultural offer economically viable, be multi-functional and environmentally sustainable. Culture & Audit of This will provide a snapshot of current provision, define roles, HARP SCT-2 Heritage Community identify any gaps and suggest potential improvements/costs. Facilities Culture & Ensure adequate Work with specialised professional services to allow for service HARP SCT-6 Heritage provision of delivery within future projects and developments. HCOP-1 Community Services Open Audit of open This will clarify the roles of open spaces, identify any gaps and HARP / Hornsea Town SCT-9 Spaces spaces and their suggest potential improvements/costs. Hornsea’s open spaces Council SSC-4 resource needs play an important role in linking the different areas of the town and encouraging a more active lifestyle.

Open Improve Memorial This park is located between the seafront and the town centre. Hornsea Town Council SCT-9 Spaces Gardens The Town Council has agreed to make improve the gardens to SSC-4 provide a more open and welcoming space with a new war memorial. Open Improve play Upgrade and fence the existing play facilities to make them Hornsea Town Council SCT-9 Spaces facilities on Fair safer to use and more attractive to families. Constraints are the (linked to ERYC Play SSC-4 Place number of residential properties around the site and the location Strategy) next to the Mere.

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THEMED ACTIONS: TD Open Spaces (continued)

SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK

Open Enhance Hall Garth This informal park already has a children’s playground and Hornsea Town Council SCT-9 Spaces Park skateboard park. There are aspirations for a multi-use games SSC-4 area. A biodiversity area could be created involving schoolchildren through their gardening club.

If a new ‘town square’ happens along Newbegin, then the park Private developer (only if entrance closest to this would benefit from re-landscaping to the concept of a new provide better pedestrian access/linkage with the shopping ‘town square’ happens) area. Open Enhance Elim This scheme is now substantially complete. It has included the Hornsea Town Council SCT-9 Spaces Gardens opening up of the entrance ways, new perimeter railings, SSC-4 replacement trees and a new planting scheme.

Open Enhance Other There are a number of other open spaces that should also be Hornsea Town Council / SCT-9 spaces Open Spaces considered for potential improvements. These will be identified HARP SSC-4 and assessed in the audit of open spaces.

Open Develop a South A feasibility study confirmed the potential for a Country Park ERYC / Private Developer SCT-9 Spaces Promenade along the course of the Stream Dyke. This proposal could / HARP SSC-4 Country Park perhaps be developed through the potential mixed use development on the Old Boatyard site.

Open Open spaces on The ambition is for a high quality continuous traffic-free ERYC / Hornsea Town SCT-9 Spaces the Seafront promenade. All the open spaces along the seafront should be Council HCOP-1 considered within this context, so they enhance the seaside SSC-4 offer and better link to other parts of the town.

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THEMED ACTIONS: TE Culture & Heritage; TF Tourism, Events and Marketing

SUB GROUP INTERVENTION NOTES LEAD PARTNER (S) LSP LINK

Culture & Arts and Sports Working in partnership to maximise resources, increase Arts and Sports partners SCT-9 heritage Development participation and prioritise actions – both capital projects (such as buildings or equipment) and revenue schemes (such as training courses and skills development).

Culture & Developing and Help develop and support festivals and events. This can be HARP with festival and SCT-9 Heritage supporting Local done by sharing expertise, sourcing funding, encouraging events co-ordinators Festivals participation, co-ordinating marketing and also working more closely with other festivals and events in the area/region. Culture & Making better use There is potential to better use and maintain Hornsea’s built HARP SCT-9 Heritage of environmental and natural assets. The first step is to carry out an audit of the assets built and natural environment.

Culture & Themed Trails Review existing trails and consider the potential for new trails. HARP SCT-9 Heritage Culture & Nurturing a Sense Reinforce the different functions and styles within the town HARP SSC-4 Heritage of Place across all HARP activities.

Business & Hornsea Marketing Building on the previous studies, more visitor data is required to HARP / Visit Hull and East SCT-9 Tourism & Information better understand the visitor to Hornsea, including the Yorkshire Destination Package impact/needs of residents within caravan parks. Management Organisation

Business & Hornsea Marketing A comprehensive package should be developed for Hornsea HARP in partnership with SCT-9 Tourism & Information as part of a wider approach. This should initially assess Visit Hull and East Package previous promotions and identify existing/planned initiatives. Yorkshire Destination Management Organisation Open Improve the Public Some elements will be part of large schemes. Other elements HARP SSC-4 Spaces Realm could be progressed separately.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 72 Hornsea Area Renaissance Partnership Timescales

Phasing When Major Projects might happen

A number of key proposals and deliverables have been identified Short term 6 - 12 months (2008) for Hornsea. In terms of priorities, these appear to be reasonably • Hornsea Freeport redevelopment phase 2 (building works) self-selecting considering progress to date. • Floral Hall new build phase 1 (design, permissions and secure Proposals for the redevelopment of the South Promenade are funding) on-going and are likely to be subject to a planning application in 2008. As a result, the detailed proposals for the South • Town Centre redevelopment phase 1 (design and permissions) Promenade and the proposals for the major public open space • S Promenade new build phase 1 (design and permissions) will need to be progressed to ensure joined-up-thinking.

Redevelopment proposals along Newbegin are also emerging Short-Medium Terms 12 - 24 months (2009) and have already been subjected to some public consultation. • Floral Hall new build phase 2 (site preparation) Linkage with open spaces should now be progressed – Hall Garth Park in terms of improving the entrance into the park and • N Promenade improvements phase 1 (design and permissions) how this connects with a new ‘town square’. • Town Centre redevelopment scheme phase 2 (on-site) Hornsea Freeport secured planning permission in 2007 to • S Promenade new build phase 2 (on-site) redevelop part of the site and modestly expand the amount of retail floorspace. Measures to improve integration with the town • Country Park (design and on-site) centre should now be progressed as part of the detailed negotiations. • Sea defences review (during 2009)

Environmental protection issues dictate that deliverables for Medium Terms 24 - 48 months (2010-2011) Hornsea Mere maybe more medium-long term. • Floral Hall new build phase 3 (building works)

• N Promenade improvements phase 2 (secure funding and on-site)

• Kirkholme Point phase 1 (design, permissions, secure funding and on-site)

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 73 Hornsea Area Renaissance Partnership Delivery and Funding

How will it be delivered? Who pays ? • Delivery will be determined by public acceptance of the • A guiding principle for Hornsea Renaissance is that funding proposals, consistency within any statutory process (such as will be from a mix of public and private sources from local, planning) and effectively managing delivery of the regional and national sources. masterplan. • The funding package will vary, depending upon the • Reaching this position requires a number of important individual project and its eligibility against the grant criteria. preconditions: • New targeted EU funding programmes are in the process of (a) An inspirational vision that engages a wide range of being introduced. Business innovation and skills groups including investors, businesses and development grants will only be accessed via sub-regional politicians and, which can generate support and projects. ownership by the community; • A Stage 2 application for new European LEADER funds (b) Effective communication of the masterplan; and, (2007-2013) is in development, the outcome will be known (c) Professional support from a range of partners. in late 2008. Previous LEADER+ funding finished in 2007. • Annual actions plans will be produced. These plans will • Yorkshire Forward recognises Hornsea as a market town contain detailed project and funding information. and includes Hornsea in its Market Town Renaissance programme. YF is keen to grant fund project activity in Hornsea under the current Sub-Regional Investment Plan. Who will deliver it? • There are a number of private sector developers operating • It will be the responsibility of the Hornsea Area Renaissance in the town. This demonstrates further potential Partnership (HARP) to lead on delivery of the Masterplan. commercial interest is possible. • ERYC is a lead partner within HARP and provides • ERYC has resources in terms of available capital funding partnership support. (including statutory obligations and section 106 monies), • The delivery of an individual project will be the responsibility as well as owning physical assets (land and buildings). of whoever is the lead organisation on that project and/or the • Hornsea Town Council plays an important role and has a accountable body for its grant package. number of commitments and resources. • Other partners can help through sharing their own expertise, by giving voluntary help or in-kind support, and putting funding towards projects.

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007) 74 Hornsea Area Renaissance Partnership

Commissioned by: Part funded by: Part funded by:

Hornsea Area Regeneration Partnership Yorkshire Forward East Riding of Yorkshire Council MTI Office, Unit 4, 140 Newbegin Victoria House, 2 Victoria Place Economic Development Dept Hornsea Leeds LS11 5AE County Hall, Beverley East Yorkshire HU18 1PB Tel: 0113 3949710 East Yorkshire HU17 9BA Tel: 01964 537389 www.yorkshire-forward.com Tel: 01482 390000 www.hornseaarearenaissance.co.uk www.eastriding.gov.uk

Hornsea Masterplan: Key Themes & Strategy (Final Report 28 November 2007)