DESTINATION MANAGEMENT PLAN 2014 - 2016
Sunrise over Windermere. Photographer : Stewart Smith
Destination Management Plan: The Visitor Economy Action Plan for Cumbria 2014-16
Contents: Page: 3 1. Introduction 2. Process and Partnership 4 3. Strategic Framework 3.1 VisitEngland: A Strategic Framework for Tourism 2010-2020 3.2 The Tourism Strategy for Cumbria 2008-18, Making The Dream A Reality: 3.3 The Management Plan for the Lake District National Park 3.4 Cumbria LEP’s Strategic Economic Plan 6 4. Tourism Volume and Value 4.1 Tourism in the UK 4.2 Tourism Businesses 4.3 Tourism Jobs and Growth 4.4 Tourism in Cumbria 11 5. Industry Performance 5.1 Tourism Business Survey March 2012 5.2 Occupancy Surveys 5.3 Visitor Attractions 15 6. Consumer Trends and Market Forecasts 17 7. Tourism Challenges and Opportunities 18 8. Targets and Performance Indicators 19 9. Future Investments and Plans - Priorities for Action 9.1 Major Tourism Investment Proposals 21 Tourism Investment Proposals - Details 22 1. Barrow and South Lakeland 31 2. Western Lakes 36 3. Eden 41 4. Carlisle and Hadrian’s Wall 47 Countywide/LDNPA 50 Appendix 1: Consultees 52 Appendix 2: Criteria for Appraisal and Prioritisation
2 Destination Management Plan: The Visitor Economy Action Plan for Cumbria 2014-16
1. Introduction
Although prepared by Cumbria Tourism, The Destination Management Plan [DMP] is an action plan for all the public and private sector organisations involved in delivering the visitor experience in Cumbria [as distinct from the Business Plan of Cumbria Tourism]. Through a comprehensive consultation programme, it sets out at a strategic level the aspirations, spending programmes and key actions of all the stakeholders with a responsibility or interest in the visitor economy. The Destination Management Plan will be used to inform, shape and influence investment plans, and key bodies (such as the Local Enterprise Partnership and Visit England), as well as provide evidence for private sector that Cumbria is worthy of new investment. This DMP covers the two year period from April 2014 to the end of March 2016. It provides a framework and rationale for investment in one of the major, growing sectors of the regional economy. The ‘visitor economy’ embraces the total visitor experience on every step of the visitor journey. So it is not just about individual experiences and businesses – though these are critical – it is also about creating and maintaining a sense of place, delivering good service and customer care, and communicating clear, appealing messages to consumers to stay ahead of competing destinations. The collective efforts of both the public and private sectors, and a joined up approach are essential to deliver a successful visitor economy in Cumbria. Meeting the needs of visitors also brings wider benefits for the local community. If a place is attractive to live in and offers a good quality of life then it will be attractive to visit and invest in too. The visitor economy has a key role to play in helping to strengthen Cumbria’s economy, to support the creation of new businesses and jobs in the area, through making the area attractive to new investment and skilled workers and helping to manage economic change. A DMP was last prepared for Cumbria in March 2012 for the period 2012-14. Since this time there have been significant changes in the resources available to public, private and voluntary bodies together with the roles and responsibilities of a number of the organisations involved with the visitor economy in Cumbria. Cutbacks are being made in many of Cumbria’s Local Authorities with resulting reductions to the services which they provide for visitors. In some parts of the county these services have been taken on by voluntary organisations or private companies; in other areas visitor facilities have been lost. As the Destination Management Organisation for the county we need to make sure that the environment in which the industry is operating is as positive and co-ordinated as possible; not easy to achieve in the face of reduced funding available for key services such as transport, leisure, visitor information, public toilets and footpath management. Already there are signs that several Local Authorities are looking to generate more income from visitors - through car parks and other services – to maintain statutory services and reduce the burden on local taxpayers. This could be counter-productive and drive visitors elsewhere; destinations such as Yorkshire and Scotland are working hard to pull them in and with the lure of the Tour de France and Commonwealth Games in 2014 we will need to work even harder to retain our loyal visitors and attract new ones. The good news is that there are some strong campaigns and plans in the pipeline for 2014 and beyond which should help to maintain Cumbria’s reputation as one of the leading visitor destinations in the UK. These include the new domestic marketing campaign for Cumbria, #The Place to be, in conjunction with Visit England. Cumbria will be marketed through a range of channels - press adverts, PR, posters and web and digital – across the whole of the UK but with a little more focus on the North East and Scottish markets. Cumbria Tourism will also be partnering with several other leading destinations in the UK to launch a new Fairbooking campaign aiming to challenge the growing dominance of the online booking agencies and highlight the wider social and ethical benefits of booking holiday accommodation either directly or through destination websites. At the same time the Local Enterprise Partnership is negotiating with Government over a new Strategic Economic Plan for Cumbria for 2014-21 . This will set out priorities for EU and UK Government spending in the county over the next 7 years. Cumbria’s visitor economy is a priority sector and the hope is that this will deliver additional funding for overseas marketing, upgrading attractions and a new hotel training school in the county. During the DMP period there is also likely to be significant progress towards World Heritage Site designation for the Lake District . The UK Government has selected the Lake District as the UK’s nomination for inscription to UNESCO in 2016. If accepted this would mean the that The Lake District - alongside Hadrian’s Wall - would be part of an exclusive club of less than 1000 World Heritage Sites across the globe which will fast become ‘must visit’ destinations.
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Other significant developments include: • The accelerated roll out of superfast broadband - an essential tool for the industry if it is to compete on level terms with city based and overseas destinations. The ‘Connecting Cumbria’ programme which is being delivered by BT should reach much of the county before the end of 2014. • A new Cultural Tourism marketing Initiative over the next three years (funded primarily by the Arts Council and Visit England) in which the county’s cultural offer will take centre stage in promotional activity. This will complement the push for World Heritage Site status for The Lake District. • The launch of new landscape conservation and tourism development project around Morecambe Bay . Having attracted funding from Heritage Lottery and the Coastal Communities Fund over the next few years, partners around the Bay will be working closely with the business sector to introduce new marketing and promotional materials, visitor information and orientation, welcome training and leisure trails - including a new Morecambe Bay Cycleway. • The Lake District National Park Authority is leading some pioneering work in conjunction with local businesses, residents and organisations in Valley Planning for Ullswater . This is likely to be the first of several 'All Valley Plans' to be prepared in the DMP period and which will form the basis of the World Heritage Site Management Plan.. • Taste Cumbria has been awarded a grant from the Prince’s Countryside Fund to work with Herdwick farmers in supporting and developing their meat trade, and optimising the benefits of the Herdwick breed to our landscape and tourism economy. A number of new food and drink festivals will take place in Cumbria over the next two years to showcase and enhace the county’s growing ‘foodie’ reputation • The opening of new and extended attractions and facilities such as South Lakes Wild Animal Park, Zip Trekking in Grizedale Forest, Cumbria’s Museum of Military Life at Carlisle Castle, Keswick Museum and Art Gallery, Lakes Distillery at Bassenthwaite and Aira Force at Ullswater. • 2014 will also see new hotel openings at The Halston, Carlisle and The Villa at Brettargh Halt near Kendal together with major investments at Abbey House Hotel, Barrow, the Cranleigh in Bowness and The Samling on Windermere. • Major exhibitions by Patrick Caulfield and Barbara Hepworth are programmed at Abbot Hall, Kendal and 20:20 Vision at Barrow and Grange over Sands together with the diverse programme of theatre, music, food festivals, outdoor events and agricultural shows throughout the county. The DMP will try to capture the scale and extent of this potential investment and activity over the next 2-3 years and set out some clear priorities and direction for the industry and its partners. With public sector resources becoming ever more scarce it is crucial that there is a clear plan setting out where investment is vital together with the conditions which are needed to enable the county’s visitor economy to thrive.
2. Process and Partnership
The DMP has been prepared following consultation and discussions with a wide range of stakeholders and partners across Cumbria. The consultation process began in November 2013 when stakeholders were invited to complete a pro-forma organised around the themes set out in the Tourism Strategy for Cumbria 2008-2018, with details of projects in the pipeline of relevance to the visitor economy. In March 2014 a range of partners met to review the plan’s objectives, discuss the current and proposed activity and identify key activities and projects to strengthen the visitor economy in Cumbria. The partners involved in the DMP’s preparation are listed in Appendix 1.
3. Strategic Framework
The DMP for 2014-2016 has been developed and revised to reflect the strategic priorities for Cumbria in the short to medium term, and to respond to current issues and opportunities. In particular, it is set within the context of both national and regional tourism strategies.
3.1 VisitEngland: A Strategic Framework for Tourism 2010-2020
The Strategic Framework for England’s Tourism sets out the coordinated approach needed for the public and private sector tourism industry to work together; it highlights four key objectives. These seek to maximise tourism’s
4 contribution to the economy, employment and quality of life in England and a target of 5% growth in the value of tourism, year on year, over the next decade.
The Objectives: • To increase England’s share of global visitor markets Marketing must build on the profile of the England brand in the world marketplace. Informed by a thorough understanding of the visitor’s motivations across target markets, it will focus on England’s most attractive destinations and experiences. • To offer compelling destinations of distinction Tourism businesses, alongside destination management organisations, local government and relevant sectors, such as transport, must share responsibility for creating a successful destination experience. • To champion a successful, thriving tourism industry A successful tourism industry creates new employment opportunities throughout the country and the success of the industry depends on a skilled workforce. • To facilitate greater engagement between the visitor and the experience The tourism industry must ensure that information provision is modernised, integrated nationally, and keeps apace with advances in technology.
To achieve the four objectives, a series of Action Plans (including ones covering rural tourism, marketing, accessibility and skills) have been developed by cross industry groups. These focus on the priority actions to be implemented by partners. There is a high degree of consistency between the emerging national strategy and the Tourism Strategy for Cumbria.
3.2 The Tourism Strategy for Cumbria 2008-18, Making The Dream A Reality:
The Vision In 2018 Cumbria, as well as being known for world-class landscapes, will have an unrivalled reputation for outdoor adventure, heritage and culture with a year-round programme of events. Our accommodation, our food, our public realm and our customer service will reinforce our reputation as the number one rural destination in the UK.
The aims in the regional strategy are about making improvements in marketing, business performance, quality, skills, infrastructure and sustainability. The strategy focuses around four key themes, underpinned by quality and sustainability. Priorities for Action Landscape - the core Firstly, we need to develop the tourism industry in ways which do not detract from Cumbria’s special landscapes.
Outdoor adventure, heritage and culture, food & drink and events - the visitor experiences. Secondly, we need to develop those experiences that sit well in our landscape and will attract visitors to Cumbria and give them opportunities to spend money.
Accommodation, public realm and customer service - the basics Thirdly, we need to invest in those parts of the visitor experience that (while they are not the main reasons for people to come here) will, if we do them well, make sure our visitors have a great time. And vitally we need to make sure that people are able to get to, and around, the county easily by road, rail and air.
Marketing - the means to an end Fourthly, we need distinctive marketing, to re-establish Cumbria’s leading tourism brands as appealing, modern destinations. We need to focus on the right people with a strong offer and persuade them to come here – for the first time or time and again – never forgetting they could so easily choose somewhere else.
3.3 The Management Plan for the Lake District National Park Another plan which will have a significant influence on Cumbria as a visitor destination is the Lake District National Park Partnership’s Plan – ‘The Management Plan for the Lake District National Park 2010-2015’. The Partnership brings together a wide range of organisations with an interest and responsibility for the National Park and sets out the vision for its future development and management.
5 The Vision for the Lake District National Park is that it will be an inspirational example of sustainable development in action. It will be a place where a prosperous economy, world class visitor experiences and vibrant communities all come together to sustain the spectacular landscape, its wildlife and cultural heritage. Local people, visitors, and the many organisations working in the National Park or have a contribution to make to it, must be united in achieving this.
The plan includes a number of actions which will help to sustain a prosperous economy and create world class visitor experiences. These include 1. Developing initiatives which strengthen the market for premium farm products- focussing particularly on visitor markets 2. Improving the mobile phone infrastructure and creating open wi-fi in the Lake District’s most visited settlements 3. Developing a project plan to improve skills in the hospitality sector 4. Developing a Cultural Tourism Strategy and Action Plan for The Lake District to improve its attractiveness as a cultural destination 5. Securing funding for an International Marketing Campaign- particularly featuring the cultural and adventure offer of the Lake District 6. Continuation of the vital Fix the Fells programme 7. Co-ordinating and improving the car parking offer across the Lake District 8. Improving sustainable transport to, from and around the Lake District for visitors.
Other key strategies and plans which will help to shape the county’s visitor economy over the next 2-3 years include the statutory Local Plans of each District Council (and the two National Park authorities) together with the corporate and investment plans of key agencies such as the Environment Agency, Forestry Commission and Natural England. Some of the county’s major companies such as United Utilities, BAE Systems, the Stobart Group and BNFL also have major investment proposals which will have repercussions (both positive and negative) for the tourism industry.
3.4 Perhaps the most crucial influence of all will be the Local Enterprise Partnership’s Strategic Economic Plan for Cumbria. This emerging plan will set out the priority sectors and investment projects which it believes are necessary to create economic growth and new jobs for Cumbria over the next 7 years. Although not yet formally agreed by the UK Government the draft plan highlights the visitor economy as one of four key sectors with scope for further growth and proposes a programme of activity which will capitalise on growing international visitor markets. It will set out to improve Cumbria’s international recognition and appeal by using the Lake District (and its bid for World Heritage status) and the already established Hadrian’s Wall World Heritage Site as attack brands for international visitors. To achieve the full potential of this growth market, investment is required to ensure visitor experiences are of a standard consistent with the strength of the brand and visitor expectations. Key activities proposed in the draft plan include • Investment in destinations and attractions to compete on the international stage, including early investment in Roman Maryport and the Windermere Waterfront Programme • Delivering sustainable transport infrastructure and interventions making it easier for visitors to arrive and move between destinations. • Significantly raising the international awareness appeal and identity of Cumbria by hosting major, world class events and targeted marketing by Cumbria Tourism • Developing home-grown talent in hospitality and leadership skills through dedicated quality training. Elsewhere in the plan there are proposals to deliver superfast broadband and 4G mobile network coverage in rural areas, improving leisure and cultural facilities in town centres and working with the agri-food sector to establish strong Cumbrian identity through marketing and branding activities.
4. Tourism Volume and Value
4.1 Tourism in the UK Tourism is one of the largest industries in the UK. Tourism is the UK’s sixth largest industry, with revenue from tourism contributing £134bn to the UK economy in 2012. It is also the UK’s sixth largest export earner, generating £22bn per annum in foreign exchange, and the UK’s third largest employer, with 2.72m people working in tourism-related employment (9.1% of the total employment).
Despite the economic downturn over the last few years tourism is one of the fastest growing sectors of the UK economy. The UN World Tourism Organisation (UNWTO) predicts that global tourism will increase by 60% between
6 now and 2020, driven by rapid growth in outbound visitors from BRIC countries. The UK has the potential to significantly benefit from this growth as it is currently the 7th most popular international destination for tourists.
4.2 Tourism Businesses The ONS and Skills Sector Council, People 1st, estimate that there are 249,000 tourism-related businesses in the UK, making up just under 10% of all UK businesses.
While the UK has a number of very large and internationally successful tourism businesses, including the world’s largest hotel group and the world’s second largest leisure entertainment group, the industry is characterised by a very high proportion of Small and Medium Enterprises (SMEs). This is partly due to the fact that there are relatively low barriers to entry for starting a tourism business. For example, people owning a property with spare rooms can easily become a B&B without requiring significant investment to alter the property or having to employ staff. These low barriers to entry also mean that the sector is a significant incubator for entrepreneurs, especially where people have been made redundant in existing businesses.
The low barriers to entry and the high percentage of SMEs in tourism is reflected in the high proportion of self- employment in the tourism industry, with 20% of the people being self-employed compared to the average of 14% for all industries. In addition, tourism businesses also have 18% of employees classified as “managers, directors or senior officials” compared to 10% across all industries.
Tourism businesses have a vital role in reducing youth unemployment. Almost 40% of all people who work in the tourism industry (1.1m) are aged under 30, compared to just 22% of workers in other sectors of the economy. There are two main reasons for this. First, tourism has a large number of jobs that are part-time and occur in the evenings, thereby providing students with employment opportunities that they can fit around studying. It is therefore no surprise that tourism industry accounts for 30% of all student employment. Second, tourism businesses provide many school-leavers, especially those with few qualifications, with “stepping-stone” employment where they can learn valuable skills that can be used to gain further employment.
Source: Tourism Alliance Briefing June 2013
4.3 Tourism: Jobs and Growth VisitBritain recently published a report by Deloitte highlighting tourism’s central role in creating new jobs across Britain. Findings include: • The tourism economy is set to grow 3.8% per annum, faster than manufacturing, construction and retail. • Direct tourism spend in 2013 is expected to reach £113bn, a 6% increase on 2012. • The tourism economy as a whole is currently worth £127bn and is predicted to grow to £257bn by 2025, which would be 10% of UK GDP. • It has supported 3.1m jobs throughout the UK in 2013 (9.6% of UK employment) • It accounted for one third of the net increase in UK jobs between 2010 and 2012 (175,000 additional jobs) - and is forecast to support 3.8m jobs by 2025. • £54,000 of spending is required to support a full time tourism job. • Forecasts are for international tourism to grow by 6% per annum, and domestic tourism by 3% each year (in real terms, adjusted for inflation). Source: VisitBritain, Tourism Jobs and Growth: The Economic Contribution of the Tourism Economy in the UK, November 2013
7 4.4 Tourism in Cumbria This map shows clearly the concentration of tourism related employment in Cumbria and in particular for Eden and South Lakeland.
(Source: ONS and Deloitte analysis).
Tourism Volume and Value 2012 Tourism volume and value are measured annually through the STEAM model. This compiles and analyses data from a range of sources including bed stock, occupancy, attractions, Information Centres and visitor surveys. STEAM data for 2013 is not yet available so the most recent analysis is based on 2012 statistics. In 2012 Cumbria - the Lake District received 38 million visitors, made up of 32.8m million day trippers and 5.2 million overnight visitors. Between them, day and staying visitors combined to produce 51m tourist days. These visitors brought in £2.1 billion to the region's economy and provided employment for 31,235 full time equivalent (FTE) posts. As many tourism jobs are actually part time, or seasonal, the total number of people in tourism jobs is estimated at 53,710 1.
2012 proved to be a difficult year for the visitor economy in Cumbria. The county experienced poor weather for much of the year saw many London-focused events such as the Diamond Jubilee and the Olympics, along with a continuing squeeze on people’s finances and levels of disposable income.
1 This is estimated at 19% of all employment in the county. Figures are supported by estimates from Business Link of 21% of employees in Cumbria in the tourist industry – equivalent to 50,111 employees (data as at Oct 2009).
8 VisitEngland research during 2012 and early 2013 suggested that 9 in 10 households were cutting back on spend - and 4 in 10 report spending less on holidays. Where people were cutting back on holidays this was primarily by taking fewer, or no breaks at all, or by spending less on trips and entertainment.
It is no surprise then, that between 2011 and 2012, Cumbria suffered a drop of -4% in tourist days, and -8% in tourism revenue. Much of the decrease was as a result of changes in the day visitor market. Day visitors account for 65% of the county’s visitor days, and in 2012 there were -6% fewer day visitors - a fall of 2.2m people on the ground. Spend by day visitors also fell, by a more drastic -15%, equivalent to £193m. In contrast, the staying visitor market grew, with visitors up 2% in 2012, (an extra 90,000), and staying visitor nights up by 1%, equivalent to 120,000 nights (mainly down to visitors using non-serviced accommodation - self catering, caravans or camping). Looking at sectors of expenditure, biggest reductions were in transport (-19%) and food and drink (-12%). The choices people make in terms of how far and how often they travel is heavily influenced by fuel prices and the costs of motoring.
The overall trend of an -8% decrease in tourism revenue, and -4% in tourist days is also evidenced by a number of other sources, including Cumbria Tourism’s visitor attraction monitor, which reported a drop of -9% in visitor numbers over the course of the year, and car park receipts in South Lakeland and the Lake District National Park, which were typically down by between 5-10% in 2012.
District Level Analysis The following table shows tourism revenue, tourist days, tourist numbers and tourism employment during 2012 for each of Cumbria’s districts, and the county as a whole.
South Allerdale Barrow Carlisle Copeland Eden Cumbria Lakeland Tourism Revenue (£m) 348.7 88.2 332.7 140.8 240.0 955.1 2105.5 Tourist Days (m) 9.10 2.92 7.71 3.97 6.41 20.54 50.64 Tourist Numbers (m) 6.33 2.57 7.05 3.00 4.13 14.89 37.97 Employment (FTEs) 5,674 1,354 4,756 2,106 3,760 13,585 31,235
South Lakeland district accounts for the greatest share of tourism revenue at 45%, followed by Allerdale at 17% and Carlisle with 16%.
Visitor Type 86% of trips to Cumbria were just for the day. These visits accounted for 65% of tourist days, and exactly half (50%) of the county’s tourism revenue in 2012.
Trips 2012 Days 2012 Revenue Visitor Type % % % (m) (m) 2012 (£m) Serviced Accommodation 2.59 6.8% 4.97 9.8% 503.3 23.9% Non Serviced Accommodation 1.84 4.9% 11.00 21.7% 498.1 23.7% Staying with Friends and 0.76 2.0% 1.89 3.7% 44.6 2.1% Relatives Day 32.78 86.3% 32.78 64.7% 1059.6 50.3% TOTAL 37.97 100% 50.64 100% 2105.5 100%
In contrast, staying visitors accounted for just 14% of trips, but 50% of the county’s tourism revenue. Visitors staying in serviced accommodation accounted for 7% of trips, 10% of nights and 24% of revenue, while those staying in self catering accommodation accounted for 5% of trips, but 22% of nights and also 24% of tourism revenue. This is shown graphically below.
9 Value and Volume by Visitor Type
90 80 70 60 50 % 40 30 20 10 0 Serviced Non Serviced SFR Day
Trips % Days % Revenue %
Seasonality Tourism activity and the consequent tourism revenue is subject to seasonal variations. The table below shows the differences in tourism revenue generated between the summer months and other parts of the year. There has been very little variation in revenue by quarter over the last few years.
Tourism Revenue by Quarter
Year Jan-Mar Apr-Jun Jul-Sep Oct-Dec
2012 16.0% 27.8% 35.0% 21.2%
The six months between April and September generate 63% of tourism revenue for the year. July to September is the most lucrative quarter of the year, generating 35% of tourism revenue for Cumbria in 2012. July and August together account for around a quarter of the annual revenue. Weather during these important months for tourism activity plays a huge part in overall revenue volumes.
Tourism Revenue by Sector Visitors spend money on a variety of things during their trip. Accommodation and food and drink are significant revenue-generators. Food and drink outstrips accommodation spend, worth an estimated £394m in 2012 – almost a fifth of all revenue from the visitor economy.
Tourism Revenue by Visitor Type There is significant variation between visitor types in terms of sectors of spend. The majority of spend by serviced accommodation visitors lies in their accommodation (45%). 12% of their spending was on food and drink.
In contrast, self-catering visitors spend more than serviced accommodation visitors on sectors other than accommodation - partly a feature of their trip type, and length of stay. Just 23% is on accommodation, and 16% is on food and drink. They spend almost three times as much as serviced accommodation visitors on shopping (£46m) and recreation (£27m).
Revenue from visitors staying with friends and relatives is much lower as there are far fewer trips overall, and no accommodation spend. Shopping and food and drink are the most significant sectors for spend by these visitors. Spend on transport for these visitors has increased since 2011, from 9.2% of overall spend, to 16.1%, and shopping has fallen from 24.1% to 18.2%. Perhaps tight family finances and spend on fuel and travel translate to reductions in spend on shopping and other less essential items.
23% of revenue from day visitors is spent on food and drink (£248m). More is spent on transport than on shopping or recreational activities.
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Long Term Trends Between 2000 and 2011 tourism revenue had grown by 8% in real terms, averaging 1% growth each year. However, the 2012 decrease takes tourism revenue back to levels last seen in the year 2000. If the figures were not adjusted for inflation, growth would be 43% since the year 2000, an average yearly increase of 4%.
Tourism Revenue (indexed to 2012)
2000
1500
£m 1000
500
0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Over the same time period of thirteen years, visitor numbers have grown by 6% (trips), and tourist days/nights also by 6%. Employment supported by tourism has also seen a 5% growth since the year 2000.
5. Cumbria Industry Performance 2013
The following section contains an analysis of the key trends in Cumbria’s tourism industry over the last year or so, together with forecasts about likely patterns of investment over the short and medium term.
In 2013 the UK experienced the warmest, driest and sunniest summer since 2006, with 588 hours of sunshine; this has certainly been reflected in performance for many tourism businesses.
At a national level, overseas visitors were up by 6%, and Visit England’s September Tourism Business Monitor survey showed that the summer holidays were good for many, with 54% of accommodation providers and 66% of attractions reporting visitor numbers up. The Association of Leading Visitor Attractions (ALVA) also reported visitor numbers up at Britain’s 50 most popular sites - between May and August visitor numbers rose by 22% year on year. Serviced accommodation occupancy across England hotels, guesthouses, and b&bs was about 3% up on 2012 figures. Despite these positive figures, domestic overnight trips as recorded by the Great Britain Tourism Monitor (GBTS) show a -2% fall in 2013 compared to 2012, and provisional figures for England day trips are -7% down on 2012 figures in terms of volume, and -5% down in value.
5.1 Cumbria Tourism Business Survey September 2013 For the first time in several years the 2013 Business Performance Survey (undertaken in October) highlighted more positive trends. The six months from April to September are generally considered to be the most profitable for the industry. Easter, a number of Bank Holidays, and the school summer holidays all contribute to the ‘high’ season for tourism. 63% of the county’s tourism revenue is generated during this period. 174 businesses responded to a survey covering the six month period April to the end of September 2013. A third of businesses report profits up on the same time in 2012 - in total 64% reporting profits level or up on last year. Just over half (53%) reported visitor numbers up on the same time last year, and 20% said they were level - in total 73% reporting visitors either level or up on 2012.
11 Increasing costs continue to affect a large proportion of businesses, but here too there is some improvement. Six months ago, 83% of businesses reported increasing costs - this now stands at 65%.
April to September 2013
200
150
100 Down Up 50 Level 0 Turnover Costs Profit Visitor Numbers -50
-100
This level of performance has not been seen since 2008/9. In comparison, at this same time in 2012, 66% of tourism businesses were reporting visitor numbers down, and 72% reported profits down.
Business Performance 2013 Overall Overall, just under half (45%) of businesses estimated that their overall business performance in 2013 would be better than 2012, and 29% thought it will be about the same. Around a quarter believed that 2013 would be worse than 2012.
This was a huge improvement on the situation 12 months previously, when 60% of businesses were predicting the year to be worse than the previous one for business performance.
Business Performance Expectations - 2013
Not great 26% Looking good 45%
About the same 29%
Factors Affecting Business – Positive Impact The good summer weather in 2013 had a huge impact on business performance, affecting 78% of tourism businesses in a positive way. Repeat business in the form of returning customers continued to be another critical factor in the success of many businesses - two thirds cited this as a positive factor.
12 An increase in overseas visitors was also apparent - 32% of businesses said this had a positive impact on trade.
Factors Affecting Business – Negative Impact Increased costs were affecting around 7 in 10 businesses. After this, people spending less and rising fuel prices were the next most significant factors affecting business in a negative way.
47% reported people taking fewer breaks, and 40% report people taking shorter breaks. 45% of businesses were feeling the adverse cost of having to offer price reductions. However this too was an improvement on 53% six months ago. Parking problems for visitors, along with increasing website commissions were also having a negative impact on trade - and these have been on the increase. Businesses were also asked about their future expectations. 6% felt very confident and 58% fairly confident - 64% confident to some degree.
5.2 Occupancy Surveys
Serviced accommodation in Cumbria and the Lake District was strong throughout 2013. July and August occupancy rates were the highest recorded for a number of years.
Summer (July/August) Performance Serviced Accommodation
75 74 73 72 71 70
69
68 occupancyRoom% 67 66 65 64 2006 2007 2008 2009 2010 2011 2012 2013
13 The year has ended up 2.5 percentage points on 2012 - the last time annual room occupancy reached 59% was in 2008, pre-recession.
Room Room Change Serviced occupancy occupancy (percentage Accommodation 2012 2013 points) January 34.8% 34.3% -0.5 February 42.6% 45.8% +3.2 March 52.1% 53.2% +1.1 April 56.4% 54.8% -1.6 May 59.5% 66.2% +6.7 June 69.2% 68.6% -0.6 July 67.1% 73.5% +6.4 August 69.8% 75.6% +5.8 September 70.8% 69.5% -1.3 October 59.5% 61.5% +2.0 November 47.9% 51.8% +3.9 December 41.5% 46.3% +4.8 Year to date 56.7% 59.2% +2.5
Unit occupancy rates for self catering accommodation in 2013 were almost one percentage point down on 2012 figures.
Change Self Catering Unit occupancy Unit Occupancy (percentage Accommodation 2012 2013 points) January 20.2% 22.3% +2.1 February 32.4% 33.2% +0.8 March 39.0% 43.1% +4.1 April 53.4% 46.2% -7.2 May 52.7% 56.4% +3.7 June 65.9% 59.3% -6.6 July 65.9% 65.4% -0.5 August 79.0% 78.4% -0.6 September 63.3% 62.5% -0.8 October 58.9% 56.7% -2.2 November 35.0% 38.6% +3.6 December 34.3% 33.1% -1.2 Year to date 51.1% 50.3% -0.8
14 Good weather during July saw figures for the touring caravan and camping sector rise by 11 percentage points on July 2012, and this strong performance continued into August, September, and October. Despite this, a poor start to the year leaves the sector on a par with 2012 occupancy rates.
Caravan and Pitch occupancy Pitch occupancy Change Camping 2012 2013 (percentage points) January 15.6% 12.0% -3.6 February 21.4% 11.7% -9.7 March 37.8% 16.6% -21.2 April 40.7% 29.8% -10.9 May 44.7% 46.7% +2.9 June 53.1% 49.8% -3.3 July 53.5% 64.6% +11.1 August 60.7% 65.7% +5.0 September 39.9% 45.2% +5.3 October 27.9% 32.2% +4.3 November 25.7% 25.3% -0.4 December 14.9% 17.0% +2.1 Year to date 40.8% 40.5% -0.3
5.3 Visitor Attractions
In 2013, 69 attractions provided information about their 5.1m visitors. 61 attractions provided figures for both 2012 and 2013, revealing an increase on average of +7.4% of visitors in 2012 - an extra 340,000 visitors through the doors.
6. Consumer Trends and Market Forecasts
Visit England recently published a report identifying trends that will influence domestic tourism over the coming years. Population and Social Change Changes in the composition of society will have a profound effect on the future of domestic leisure tourism. Understanding how demographic trends will develop – and how they interact with other trends – is crucial in widening our understanding of the future tourism market in England. Key trends are: • An ageing society - growth in the number of older people and rise in the average age of the country. • A baby boom - a rise in the medium term of younger people as a result of sustained fertility rates since the mid-1990s. • The squeezed middle - as people aged 35-49 will actually decline over the next few years. • A change in the shape of families from a horizontal one to a vertical one - a family with more tiers (grandparents and great-grandparents) but fewer people in each generation, fewer cousins and siblings. • More diverse family groups , with gay and lesbian parents, and extended families linked by divorce or separation. • As grandparents become increasingly involved in childcare and family life, the tourism market will need to adapt to cater for an increasing number of inter-generational holidays . • Increased ethnic diversity as people from ethnic minorities and those born outside of the UK continue to grow - but their needs in relation to leisure tourism are poorly understood. • Multispeed demography - as different regions and areas experience different changes in demography, with a rapid ageing of rural areas while cities remain fairly youthful.
15 Economics and Recession-Led Trends Against a backdrop of economic stagnation, and a tight funding climate, consumers continue to look for good value. • The length and depth of the downturn ensures that the impact of it on consumer behaviour will last long into recovery. However, there is no single recessionary experience: individuals’ experiences – and the habits they’ve formed – vary widely. • The desire for value is evident at all sections of the market – including the luxury end. • Holidays are not immune to cost cutting – but people do prioritise their leisure time and are extremely reluctant to cut back. • Discretionary thrift - an increased willingness to save money and find bargains - even when the consumer doesn’t need to. • Value hunters - consumers increasingly willing to go to extra lengths in search of cheaper products and better value. • Self-preservation society - consumer’s ethical concerns have drifted closer to home as they deal with the economic downturn’s effect on their own lives. • The appetite for domestic leisure experiences is increasing – partly driven by the self-preservation society trend – and the appetite for staycations is likely to be maintained during recovery. • Consumer confidence will be a key barometer of when pre-recession holiday trends might return. Technology and Information • Wider technology use is changing how people research and book their holidays – and what they expect whilst there. • Mobile first - the shift to mobile devices intensifies the requirement for businesses to customise their offer to different platforms – and utilise apps. • Wider access has broadened the range of information consumers have access to – traditional sources now compete with recommendations from peers (often via social media). • Fear of missing out - social media gives us unprecedented access to the social lives of our peers - meaning we want to do more in our free time. • Last minute - not just a recession-led trend but driven by other factors (like technology) that will see it endure into the long term. • Increasing, immediate communication will heighten the fear of missing out and catalyse desire for broader leisure portfolios and new experiences. • Digital downtime - a short term trend that sees people ‘logging out’ of digital devices and leaving their smartphones behind on leisure trips. Tourism Trends • Time poor and cash strapped consumers will look to maximise their leisure spend – increasing short breaks (at the expense of longer ones) and turning VFR trips into leisure ones. • Broader leisure portfolios will encourage people to try new types of holiday – whether at destination level or activity type, such as skills tourism , and health tourism . • Demographic trends will heighten the importance of family trips – and traditional destinations can benefit if they adapt. • Nostalgia tourism – driven by consumers’ uncertainty about the future – will play a role. People’s interest in the past and heritage, and events such as the Royal Wedding fuelling a sense of Britishness. • Active tourism is growing as a reaction to more sedentary lifestyles, with a desire to be active and healthy – people also ‘de-stress’ through adventure experiences. • Rural destinations should benefit from the desire for both health tourism (wellbeing), and active tourism. Source: VisitEngland, Domestic Leisure Tourism Trends for the Next Decade, December 2013
16 Implications There is apparently a re-ignited affection for UK destinations - however with an ongoing squeeze on disposable incomes, spending on travel and tourism is unlikely to increase dramatically in real terms, driving fiercer competition among holiday suppliers. Businesses will increasingly need to meet the needs of guests who expect to be able to book and confirm trips online, often via mobile devices.
The appeal of discounts seems to be more and more crucial as consumers go all out to locating the absolutely best deal. At the same time, consumers are better equipped to manage choice, and this invites them to shop around and be more disloyal to established brands. The amount of pre-decision preparation invested in the holiday buying process is substantial, and crucial to purchasing decision. Holidays are a low frequency, high spend product. People will continue to compare prices, gather information, check consumer reviews, seek referrals, special offers and discounts. At the same time, quality at low prices is changing consumer perceptions of value. Domestic competition will remain cutthroat.
Key Implications – A Summary • Increasing competition continues • Brand loyalty is under pressure • Discount forever?? A downward pressure on pricing and increase in expectations of value for money – time to create added value packages rather than take money off • Appeal of all-inclusive options, and packages • Reductions in available consumer spend • Shorter and shorter lead in time to decisions and bookings - here to stay • Operating in a constantly changing digital marketplace • More time spent planning/researching, multiple information sources, new forms of communication; social media; review sites; online forums, real time bartering • Customer care is more important than ever • Focus on the value of retaining existing customers, and innovative ways to find new ones
A Positive Outlook The typical Cumbria visitor is less affected by financial stress. To succeed in these difficult times we need to emphasise the huge range of ‘free’ experiences that the county has to offer – getting away from the rat race, rest and relaxation, beautiful scenery, culture and heritage, pretty villages, all weather attractions, and free, healthy activities such as walking and cycling in the great outdoors. In addition businesses need to offer a consistently great quality, good value, unique product with excellent customer service, to be flexible and willing to adapt quickly to changing circumstances and consumer needs and to continue to offer deals, reductions, special offers, added value, and packages where cost is contained.
Tourism has a key role to play in helping to strengthen Cumbria’s economy, providing a significant contribution to GVA, creating local employment, and benefiting local communities through the support of facilities and services.
7. Tourism Challenges and Opportunities
The previous section identified some of the trends and challenges which are likely to influence the future growth and improvement of the visitor economy in Cumbria. These range from a need to cater for digital and technological advances through to investment in better transport and visitor facilities. Set against the current economic climate, the resources to address many of these issues will not be available in the immediate future and it will therefore be necessary for the various partners in the DMP to make a strong case for increased private and public sector investment both in the industry and the supporting visitor infrastructure.
As well as major investment proposals and projects detailed later in this document, a range of supporting initiatives and programmes are required to transform the visitor economy in Cumbria and contribute more fully to economic growth and regeneration in the region
• Further accommodation improvements and quality grading to raise standards throughout the county. This should take place with a view to attracting overseas markets – particularly given the prospects for WHS designation.
17 • Marketing, image building and brand strengthening to enable the Lake District and Cumbria to compete with high profile campaigns from rival destinations such as Scotland, Wales and Yorkshire and to capitalise on recent accolades such as the ‘Best UK Rural Break Destination’ and ‘Top UK Destination’ in the 2014 Wanderlust Travel Awards
• Sustainable transport connections into and around the county with a particular emphasis on Carlisle Airport, West Coast Rail and public transport services around The Lake District National Park.
• Investment in the public realm and access infrastructure - targeted towards town centres and popular visitor destinations such as Bowness and Ambleside [Windermere Waterfront project] and key footpath networks.
• Enhanced co-ordination and promotion of Cumbria’s rich arts and cultural offer and quality accredited food and drink, [via Taste].
• Continued development and investment in growing outdoor activity markets – particularly the adventure walking, water sports and cycling sectors, [via Adventure Capital].
• A targeted approach to skills and business development within the tourism sector.
• Rapid introduction of superfast broadband and mobile phone /4G technology into the county
• Raising environmental standards and resource efficiency within Cumbria’s visitor economy – particularly in terms of accommodation and transport services.
• More robust support and financial underpinning of the Destination Management Organisation from public sector bodies
Progress on many or all of these fronts will require funding support from both the public and private sector. Much of this will in future be channelled through the Cumbria Local Enterprise Partnership (LEP) and its Strategic Economic Plan together with other potential funding sources such as the Arts Council, Visit England, DEFRA and the National Lottery.
8. Targets and Performance Indicators
It is not always possible to measure everything that we need to do but if we can we should. Here are a few of our top line targets that we are seeking to achieve over the period of the plan:
• Increase visitor spend from £2.1bn by 2% per annum in real terms • Increase the numbers of visitors from 38 million by 1% per annum [with the majority of this growth coming to areas outside the Lake District National Park area] • Increase the number of staying visitors from 5.2million by 2% per annum Increase occupancy levels in serviced accommodation and self catering by 1% per annum • Increase the number of tourism related jobs from 31,235 (FTEs) by 2% per annum
• Increase the proportion of quality graded accommodation in Cumbria
• Increase the number of businesses gaining sustainable tourism accreditation including Green Tourism Business Scheme, Cumbria Business Environment Network, David Bellamy Award etc.
• Increase the number of visitor journeys made by public transport by 1% per annum
While the Destination Management Plan needs to be supported and delivered by all those involved in tourism, directly or indirectly, Cumbria Tourism will lead its implementation and will monitor and publish regular progress reports.
18 Much of the data to monitor these various trends and indicators is collected by Cumbria Tourism and its partners through a regular series of occupancy, business performance and visitor surveys. This data is in turn used to prepare regular volume and value statistics using the STEAM (Scarborough Tourism Economic Activity Monitor methodology. The performance targets set out for the next few years are based on an increase in the number of visitors to the county [1% per annum] but a more ambitious annual increase in visitor spend of 2% in real terms. Given the anticipated investment programmes [with the potential for significant investment in the visitor infrastructure] across Cumbria this sort of growth should be achievable. The DMP seeks to reinforce the strategy of increasing visitor numbers beyond the obvious tourism destinations and attractions and increasing visitor spend throughout the county. This will involve CT and its partners in focussing efforts on attracting more staying visitors (from the UK and overseas) in high quality accommodation, raising occupancy levels across the stock and generating higher levels of spend throughout the year.
9. Future Investments and Plans - Priorities for Action
The various investment projects and plans for developing the visitor economy across Cumbria over the next 2-3 years have been identified by Destination Partners and set out in detail in the extensive tables from page x onwards in this document. They are broken down both by Delivery Area and by type • Accommodation • Visitor Attractions • Heritage, landscape, public realm and transport • Marketing and Events Each project or programme listed also identifies the lead body, partner organisations and the stage of development which each schemes has reached (where known). Inevitably the list is very long and to some extent ‘aspirational’. Some of the projects require a substantial amount of public or gap funding before they can be taken forward or become viable in the longer term. For this reason the Destination Management Plan attempts to identify and prioritise some of the larger scale projects which are seeking public funding support. The prioritisation process has taken place in two ways: a light touch review by Destination Management partners at the Cumbria Tourism Partnership meeting in March 2014 and a more in depth appraisal of major projects (£1m+) using criteria set out in appendix 2 of this document. 9.1 Ten Major Tourism Investment Proposals for Cumbria The following table identifies 10 larger scale capital projects which will, to varying degrees, require public sector funding. Each of these ‘flagship’ projects has the capacity to attract new visitors into the county, create new jobs and stimulate the visitor economy. Based on an assessment against the criteria listed in Appendix 2 (factors such as strategic fit, deliverability, value for money, job creation and sustainability) these are the schemes which are capable of a transformational impact for the county’s visitor economy
Project Location £m Description/projected completion Bowness Bay and the Bowness on N/K An enhancement and redevelopment programme to Glebe redevelopment Windermere lift the quality of the public realm and common land and Enhancement around The Glebe and provide opportunities for new private sector hotel and retail investment Brockhole Visitor and Windermere N/K Development of master plan proposals for Water sports Centre development of a new visitor centre, events arena and water sports facilities Round Thirlmere Thirlmere £1.8m Completion of round lake cycle route with safe A591 Cycle Route road crossings for family audience Roman Maryport Maryport £6.3m Development of Museum, Camp Farm visitor orientation and major interpretive works. Carlisle Arts Centre Carlisle N/K New Arts Centre for Carlisle to be based in Old Fire Station
19 Fratry Project and Carlisle £2.2m+ Opening up of the medieval Fratry building and new Visitor Centre at visitor facilities at Carlisle Cathedral. Carlisle Cathedral Windermere Windermere £13m Major development of a revitalised museum and Steamboat Museum visitor facilities on the edge of Windermere. Grange over Sands Grange over Sands £6-7m Restoration and refurbishment of the classical lido Lido together with visitor facilities, retail, catering and performance space West Lakes Xtreme Cleator Moor £25m Indoor Adventure Centre proposed for Cleator Moor offering Ice climbing, canyoning, indoor high ropes, caving, kids snow room and clip and climb facilities. Wordsworth Museum Grasmere N/K Implementation of master plan proposals to extend and Gallery the museum and gallery space, improve orientation and site facilities.
Whilst the list has no ‘statutory’ significance it should assist the Cumbria LEP and other funding agencies such as DEFRA and Heritage Lottery in the allocation of scarce resources over the next two years. DMP partners will seek to deliver as many of the schemes and campaigns set out in the long list below as time and resources permit. Where additional resources are required we would recommend that the flagship schemes identified above take precedence – these are the projects which will do most to grow Cumbria’s Visitor Economy and deliver the ‘world class visitor experience’ that is required to maintain the county’s status as the UK’s premier rural tourist destination.
20 TOURISM INVESTMENT PROPOSALS These have been listed under sections for: They have also been ordered by area as follows: 1. accommodation a. Barrow and South Lakeland 2. attractions/recreation b. Western Lakes (Allerdale and Copeland) 3. heritage and landscape/public realm/transport c. Eden 4. marketing and events d. Carlisle and Hadrian’s Wall e. countywide/Lake District National Park a. Barrow and South Lakeland 1. Accommodation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation New Hotel at 40 bedroom conversion to high quality hotel. Opening South of Kendal, N/K 3 Private sector Heaves, Kendal due Autumn 2014 South Lakeland Premier Inn, Barrow New hotel - anticipated opening ….. 2014 Barrow N/K 3 Private sector Abbey House Hotel, Major refurbishment of bedrooms and other facilities Barrow £2.2m 2 Private sector Barrow New Hotel, Glebe New hotel in prime lakeside location on The Glebe Windermere N/K 2 Windermere Bowness Aquatics Holgates Caravan Expanding site to include more accommodation and Arnside £2m 2/3 Holgates Park Expansion expansion of leisure facilities
YMCA Lakeside New accommodation, facilities, public jetty and footpath Windermere N/K 2 YMCA LDNP links GoLakes Travel Belsfield Hotel, Major refurbishment of bedrooms and communal, Windermere N/K 3 Private sector Bowness conference and dining space Samling Hotel, Extension of dining, kitchen and spa facilities Windermere N/K 2 Private sector Ambleside Low Wood Bay, Convention Centre Windermere £4-5m 2 Private sector Ambleside New Hotel, Long standing permission for small hotel on the edge of Hawkshead N/K 2 Private sector Hawkshead Hawkshead. Currently looking at apart hotel model. Brockhole, Conversion of White House to hostel accommodation Windermere N/K 1 Private sector LDNP Ambleside Backbarrow Holiday Change of use and development of part completed Backbarrow N/K 2 Private sector Village housing scheme to holiday accommodation to rent with ancillary facilities. Consultation on scheme underway. Hotel Training Construction of purpose built hotel training school for Lake District- site N/K 1 Public/Private Kendal School raising skills in the hospitality sector including hotel not yet agreed sector College, CT, management, chefs, service excellence etc LEP
22
a. Barrow and South Lakeland 2. Attractions/Recreation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Windermere Construction and opening of new, world-class museum Windermere £13.4m 2 to 2014 Lakeland Arts Heritage Steamboat on Windermere. The new build museum is designed by 3 – 2014 to 2016 Lottery Fund, Museum, Bowness- Carmody Groarke architects to display the nationally Regional on-Windermere significant collection of boats. The museum will include Growth Fund, exhibition galleries, wet dock, conservation workshop, RDPE, SLDC, jetties, learning centre, café and shop. The project also Windermere opens up public access to 250 metres of lake shore. Lake Cruises trusts and The new museum is due to open by 2016. foundations, Blackwell project, To develop new interpretation to enhance Blackwell, the Windermere £70k 1 and 2 in 2014 Lakeland Arts the arts and crafts Arts & Crafts House with the aim of completing this by 3 – 2014 - 2015 story, Bowness-on- 2015 to mark the 150 th anniversary of the birth of MH Windermere Bailie Scott, architect of Blackwell.
Ferry Nab Water sports centre, changing facilities, extended Bowness on N/K 2 SLDC Private sector Adventure Centre jetties/berthing facilities, mountain bike course and car Windermere park extensions Tree Top Trek, Introduction of new family friendly parcours course Ambleside N/K 2 Private sector LDNP Brockhole Brockhole LDNP Master plan proposals for new visitor centre, water Ambleside N/K 1 LDNP Private sector Visitor Centre sports and event facilities Zip Trekking, Installation of new zip trekking and family friendly low Grizedale forest N/K 3 Go Ape Forestry Grizedale wire course in the forest under Go Ape’s Management Commission The Yarn Rooms Creation of a cultural hub including café, gallery and small Kendal Unknown 1 Cactus Creative &‘Café’, Canal artists studios. Potential for possible event space. and Mealbank Head, Kendal Properties Brewery Arts Centre New studio space, educational facilities and re- Kendal N/K 2 Brewery Arts Arts Council Expansion, Kendal orientation of circulation around the centre Centre HLF Private sector
23 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Lancaster – Kendal To extend the reach of the canal so that it comes into South Lakeland Unknown but Progress between 1- Canal SLDC, Kendal Canal Restoration Kendal. Includes upgrading the towpath to a leisure route likely. total 3 Restoration Town Council, for walkers/ cyclists., introducing canal-side trails linking project cost is Group Canal and into the rights of way network – backed up by leaflets etc £100m. River Trust to include historical information.
Barrow Market Hall Upgrade of Barrow indoor market Barrow £275,000 3 Barrow Borough Refurbishment Council Extension to South Major extension to the park which will provide for Barrow 3 South Lakes Wild Lakes Wild Animal enhanced access, parking, animal enclosures, children’s Animal Park Park play area and further visitor facilities. Furness Abbey Discussion about development of additional attractions Barrow 1 Furness Abbey Barrow Fellowship and marketing of Furness Abbey Fellowship Council, EH Roa Island Jetty Replacement of Roa Island jetty Barrow £183,000 2 Barrow BC
Grange-over-Sands Restoration of the art deco 1930’s lido at Grange; Grange-over- £5 -7.5m 1 SLDC Grange TC, Lido: The last lido of feasibility and development study underway together Sands MBP, the north with approaches to potential funding sources
Fell Foot Country New water sports and visitor facilities (including catering Newby Bridge N/K 1/2 National Trust Park, Newby Bridge and site interpretation) Wordsworth Trust Development of master plan proposals for the site Grasmere N/K 1/2 Wordsworth HLF Development, including new site orientation, extension to gallery, Trust Arts Council Grasmere garden enhancements, on site catering etc a. Barrow and South Lakeland 3. Heritage and landscape/Public realm/Transport
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Friends of the Lake 2 mass volunteering days working with a range of Grasmere and £28k 3 Friends of the National Trust, NPA, District Fell Care partners on practical conservation activities such as path Coniston areas Lake District parish councils, local Days repairs, litter clearance and habitat management. Tasks schools and colleges, 24 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation are tailored to the location and there will be local landowners and opportunities for local schools to be involved. local community.
Dales Integrated DITA have developed ‘Hubs’ including Sedbergh in the Yorkshire Dales N/K 3 DITA YDNPA Transport Alliance. Cumbria part of the Yorkshire Dales to promote public Wide Parish Councils (DITA) transport and test innovative projects such as £1.00 fare and extended services. Funding also available for projects which will improves access for the less able.
Sedbergh This project includes: purchase of community building, Sedbergh £30,000 on 2 Sedbergh SLDC/YDNP/Sedbergh Townscape environmental improvements in and around Joss Lane feasibility Parish Council School, CCC/ Traders Initiative car park, including proposals for a community square, study Association and other environmental projects across the town centre. Kendal Tourism To improve and enhance the brown and white tourism Kendal £12,000 1 Kendal Kendal Town Council, Signage signage in and around Kendal, including the main Futures CCC, SLDC, Kendal Enhancement access/entrance points to the town. attractions Morecambe Bay Cycleway from Barrow to Morecambe. Ambition to South Lakeland, £80,000 2 Morecambe SLDC, CT, Lancaster Cycle Way connect and signpost 200km of cycle routes around the Barrow and Bay City Council, CCC, bay. Investment from the Coastal Communities Scheme Lancaster Partnership Sustrans - 700 days. Launching spring/summer 2015. Hawkshead A project to protect and interpret remaining historic Hawkshead N/K 1 LDNPA SLDC, Parish Council Squares features and enhance these spaces by prioritising Improvement people over vehicles and building on the strong Scheme vernacular building style still evident.
Cartmel Township A project to look at the issues affecting Cartmel Cartmel 1 Lower SLDC, CCC, Holker Initiative including heritage, economic viability, traffic and Allithwaite & Estates, Private parking. Community plan completed and adopted. Cartmel Parish businesses and local Feasibility and options study to progress project. Council groups Shop Front Available in several parishes and key service centres in South Lakeland £20,000 2 SLDC Parish Councils, Retail Improvement South Lakeland to enhance the vitality of town/village (TBC) Businesses Grant Scheme centres Free Town Centre To be piloted in Kendal Town Centre in 2014. Ongoing. Kendal TBC 1 SLDC Wifi The Glebe Enhancement scheme to improve the public space and Windermere N/K 1 LDNP SLDC, HLF
25 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Bowness reduce the impact of circulating traffic. Aim to create a Cumbria CC World Class visitor destination Private sector Claife Station Restoration scheme for the viewing platform and Windermere N/K 1 National Trust English Heritage structures at Claife. Likely to include interpretation and LDNP some pop up catering Allen Bank, Restoration and improvement of visitor facilities and Grasmere N/K 3 National Trust LDNP Grasmere interpretation at Allen Bank Ulverston – Brewery Street and Buxton Place car parks will be re- Ulverston N/A 2 Private SLDC Brewery Street developed if planning permission obtained for developer and Buxton Place supermarket. Waterhead Public Enhancement scheme including surface treatments, Ambleside £250,000 2 SLDC Lakers Parish Realm orientation, signage and street furniture GoLakes Travel Private sector Coniston Interpretation of the copper mining heritage of the Coniston £100,000 1/2 LDNP HLF Coppermines valley- low key orientation and information Cumbria Better Lobby organisation to maintain through trains to Furness Line 1 J Woodcock Local authorities, Connected Manchester Airport and develop a business case for MP business sector, third Campaign electrification of the Furness Line. sector. Barrow Town Hall Re-roofing Barrow Town Hall (Listed building) Barrow £800,000 3 Barrow BC Windermere A series of projects which form part of the Windermere Windermere N/K 3 Environment Windermere Reflections Reflections HLF programme. These include Agency Reflections, LDNP, Secret Windermere: Restore the Shore: Addressing reed Friends of the Lake bed decline,Winderclean: Cleaning the shoreline District, South B4 Network Development: Learning about Landscape Cumbria Rivers Trust, Heritage, Greener Boating National Trust, FBA Romans by the Part of the Windermere Reflections Programme. Project Ambleside 3 Windermere Environment Agency Rivers aims to consolidate and protect the gatehouse Reflections foundations, commanders house and headquarters inside the Roman Fort at Ambleside. Morecambe Bay A Sense of Place Toolkit and complementary itineraries Morecambe Bay £19,000 3 Morecambe Arnside/Silverdale Sense of Place are being developed to encourage businesses around wide including Bay Local Area of Outstanding Toolkit and the Bay to promote the special qualities (nature, Cumbria and Nature Natural Beauty, Bay Itineraries and wildlife, culture) of the bay in a consistent and coherent Lancashire areas. Partnership Tourism Association, Nature Tourism way to visitors and local communities. Morecambe Bay Business Network Partnership , RSPB
26 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Grasmere- Pelter New and improved cycleway/footpath around the west Grasmere Circa 2/3 LDNP Go Lakes Travel Bridge Cycleway shore of Grasmere and Rydal to link up with White Moss Cumbria CC and Pelter Bridge as part of Go Lakes Travel initiative Rusland Valley A landscape conservation and interpretation Newby 2 LDNP Landscape programme for the Rusland Valley focussing on its Bridge/Rusland Cumbria Woodlands Conservation farming and forestry heritage. Go Lakes Visitor Programme of sustainable transport and marketing Windermere, circa £6m 3 Cumbria CC LDNP Travel Programme initiatives to reduce car usage by visitors and save CO2 Coniston and over 4 years Cumbria Tourism emissions. Wide ranging initiatives from Electric car hire Grasmere area Transport Operators through to extending the network of cycling SLDC opportunities a. Barrow and South Lakeland 4. Marketing and Events
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Barbara Hepworth Major new exhibition of sculpture and drawings by Dame South Lakeland £50k 3 Lakeland Arts Yorkshire exhibition, Abbot Barbara Hepworth. The exhibition entitled Barbara Sculpture Park, Hall Art Gallery, Hepworth, Within the Landscape will be on show from 5 Tate,Hepworth Kendal July to 27 September 2014 Estate Distinctly Dales Locally based Tourism workshops & events aimed at Yorkshire Dales £1k 2 YDNPA Dales Tourism workshops businesses to make the most of the Tour de France and Wide Business other initiatives campaigns. Network Kendal Festival of On Saturday 29 th and Sunday 30 th March 2014, Kendal Kendal £25K 3 Food for SLDC, Kendal Food town centre will play host to a two day celebration of all thought Town Council, things food and drink. Also looking at potential dates for Kendal Futures 2015.
27 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Kendal Mountain The biggest and most diverse event of its type in the Kendal 3 Kendal SLDC, Kendal Festival world, inspiring people to explore and enjoy mountains, Mountain Town Council wilderness and their cultures. The festival hosts a highly Festival respected international film competition and has a packed leisure programme of guest speakers, filmmakers and athletes. Mintfest: Kendal Kendal’s International Festival of Street Arts brings a Kendal 3 Kendal Arts SLDC, Kendal International Street kaleidoscope of the very best performance artists from International Town Council Arts Festival across the world. Lakes International Born out of a passion for both festivals and comic art, it’s Kendal 3 Comic Art SLDC, Kendal Comic Art Festival about celebrating the extraordinary medium of comic art Festival Town Council and bringing people, audiences and creators together to inspire memorable experiences. It boasts a range of talks, specials live drawing events, workshops, films, exhibitions and a kids’ zone. Kendal Business Launching in March 2014 and led by businesses for Kendal £885,000 over 3 Kendal BID Kendal BID Improvement businesses, the BID will: 1.brand, market and promote 5 years Board members, District Kendal as a centre for retail, services, leisure and tourism Kendal 2. create a more attractive town centre for workers, Futures, local residents and visitors 3. Make it easier and more authorities affordable to access the town centre 4. develop a competitive Kendal that builds on its reputation for choice and service Invest in South Work to promote South Lakeland both inside and outside South Lakeland 3 SLDC Lakeland the district. This will involve promotion of the website and of a series of newly produced short promotional films. These will act to showcase South Lakeland’s offer as a world-class destination in which to invest and do business. Also networking and events Explore South Further promotion of the Explore South Lakeland website South Lakeland 3 SLDC Lakeland to community groups, societies and schools. Working collaboratively with event and festival organisers to ensure people are aware of what’s on throughout the year, with the aim of encouraging local people to explore and enjoy what is on their doorstep.
28 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation MTB the Dales Launch of the revamped www.mtbthedales.org.uk Yorkshire Dales N/K 3 Yorkshire Dales website about mountain biking in the Yorkshire Dales and wide National Park wider area. Information to plan a visit around mountain Authority biking. Great North Swim An event held over 3 days on Windermere in June 2014 Lake Windermere 3 Nova LDNPA, SLDC, and 2015 attracting some 10,000+ competitors International CT, EA Big Chill Swim An event held over 2 days on Windermere in February Lake Windermere 3 Chill Swim LDNPA, SLDC 2014 and February 2015 Freerange Comedy The Freerange Comedy 2014 is from 12 to 18 May. The Kendal and South 3 Brewery Arts SLDC Festival festival has fantastic comedians, sketch shows and Lakeland Centre comedy theatre, performing at the Brewery Arts Centre, Kendal and at venues around South Lakeland as well as performing on mountain tops or out in the lakes themselves. Lake District Various locations throughout South Lakeland and South Lakeland 3 Lake District SLDC Summer Music Keswick. Attracts international audience and students and Keswick Summer Music International from around the world to take part in the event. Festival Takes place over 3 weeks in August www.ldsm.org.uk Chill Swim Coniston 1 day event on Sat 6 Sept 2014 swimming the full length Coniston 3 Chill Swim LDNPA, SLDC End-to-End of Coniston What’s on in Events listing on www.southlakeland.gov.uk/events and South Lakeland 3 SLDC Southern District www.exploresouthlakeland.co.uk and annual key events listing. 2020 Vision One off Wildlife photography exhibition/art installation Grange, Barrow, £25,000 2 MBP SLDC, CCC around Morecambe Bay. Morecambe (Lancaster), BBC Morecambe Bay Development of new branding for Morecambe Bay for Morecambe Bay 1 Lancaster City LA’s, CT DMOs, Branding use by local partners and businesses around Morecambe Council PCs Bay 700 Days Sense of Place marketing, branding, interpretation, Morecambe Bay £495,000 over 3 Morecambe DMO’s Programme for business training and other projects to raise the quality of 2 years 2013- Bay Partnership LAs, RSPB, Morecambe Bay the visitor offer around Morecambe Bay 15 AONB Private sector
29 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation LOVE my BEACH Accreditation scheme to raise awareness of water quality Regional 2 Morecambe Local and beach management. Barrow Borough Council aims to Bay Partnership authorities, get all its buildings accredited during 2014. Environment Agency, UU
30 b. Western Lakes (Allerdale and Copeland) 1. Accommodation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Haverigg Holiday This development (100 static caravans and visitor Haverigg, N/K 2 Port Haverigg Village, Visitor facilities) will increase the number of weekly let self- Copeland Holiday Park Centre and Café. catering accommodation, touring caravans as well as further facilities for visitors. The Wellbank Development of around 60 homes and a hotel, focusing Bootle, Copeland N/K 2 Private Wellbank CIC, Project, Bootle on renewable energy and sustainable design. Featuring a developer Bootle PC, lake and enhanced wildlife habitat combined with a LDNPA ,South micro-generation business hub. Copeland Tourism CIC, Copeland BC Whitehaven Hotel Site preparation and development of a hotel on Whitehaven N/K 1 Private BEC Whitehaven Harbour. Site specifics and operator not yet developer agreed b. Western Lakes (Allerdale and Copeland) 2. Attractions/Recreation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Beacon Museum New operating arrangement with nuclear story Whitehaven based N/K 3 for new operating Copeland Sellafield integrated into the Copeland Museum in development to delivering to county arrangement and Borough Limited launch in May 2014. To enable a 5 year development wide and national integrated exhibit Council plan to build and develop the national and international audience 1 for development opportunities for the Museum. To include the project from 2015/16. opportunities for expanding the facility and developing refreshed exhibitions from 2015/16.
31 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Roman Maryport Restoration and conversion of historic farm buildings Camp Farm, £6m 2 Hadrian’s Wall Cumbria CC, into galleries for telling Roman Maryport story. It will Maryport Trust Senhouse include live archaeological excavations. New package of Museum funding sought 2014 with a planned start on site in 2016 Trust West Lakes Xtreme Indoor Adventure Centre proposed for Cleator Moor Cleator Moor, Circa £25M 2 Regen NE CBC, CCC offering ice climbing, canyoning, indoor high ropes, Copeland Copeland/ caving, kids snow room and clip and climb facilities. Private Copeland Coastal Key projects include new environmentally friendly toilets Copeland coast 2 CBC Parish Initiative – at Silecroft beach; a new art trail at Haverigg foreshore Councils, Environment and and improvements to the foreshore at Seascale and St Beach Groups Access project Bees. Ennerdale Hub Creation of a visitor/ community hub for the Wild Ennerdale Bridge 2 Ennerdale Hub/ Wild Ennerdale valley, combining visitor information and Ennerdale Ennerdale, FC, signposting with a local produce outlet/ community shop Parish Council NT, LDNPA, and base for the Wild Ennerdale project. Identified site CBC, RNEC and new build premises Seascale to A proposed traffic free cycle way linking the villages of Seascale/Gosforth 2 Cumbria Parish Gosforth Cycle Way Seascale and Gosforth along the line of the existing County Council Councils, highway. Sustrans Florence Mine A new arts and creative industries hub in the former Egremont 3 Egremont and Grizedale Creative Hub shower block of the last deep haematite ore mine in Area Arts, Europe. A community cinema, gallery, artist in residence Regeneration Copeland programme, digital film making and editing suite. Partnership Borough Council Copeland Coastal Improved interpretation along the coast to enhance the Whitehaven N/K 1 Copeland Cumbria CC, Initiative – visitor experience and tell the story of the coast. Borough PC’s, WCTP, Interpretation Council NT, LDNPA, Project RSPB, NE, Land Owners Energetic Coast Promotion of the Western Lake District as the premier West Cumbria n/k 1 West Cumbria Copeland BC Adventure Sports destination for adventure sport in Cumbria and the UK, Tourism South , BEC Festival positioning South Copeland and Whitehaven as the Copeland CIC gateway to these adventure activities. Team Nutrition,
32 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Rosehill Theatre A major redevelopment of Rosehill Theatre is planned Whitehaven £2.5m 2 Rosehill Arts Council, Redevelopment including creating a new outdoor Courtyard Theatre Theatre Copeland performance space with a retractable awning. Community Fund, BEC Theatre by the Lake Extension of theatre, studio space and catering facilities. Keswick N/K 2/3 Theatre by the Arts Council Expansion, Keswick First phase is development of new café/restaurant at Lake Sponsors & theatre trustees Solway Heritage Utilising the main and ancillary buildings at Holme Solway Coast AONB c£50,000 Implementing Solway Coast Solway Centre Cultram Abbey to open the new centre in April 2014. It AONB Wetlands consists of interpretation, toilets, café and shop. Partnership Partnership High Ropes at Clip Extension of Clip ‘n Climb into an adventure and activity Maryport £150,000 2 CLL Allerdale ‘n Climb centre featuring high ropes and possibly kayaking, Borough sailing, canoeing and additional cycling (electric bikes are Council already available for hire).
High Ropes in Proposal for high ropes facilities in Keswick as additional Keswick £150,000 - 2 CLL Allerdale BC Keswick attractions for visitors and residents. £300,00 Keswick Town Council Haig Colliery New visitor centre opening at Haig Pit 2015. Whitehaven £1m+ 3 Haig Colliery Copeland BC Mining Museum Trust HLF Round Thirlmere Completion of round lake cycle route with safe A591 Thirlmere £1.8m 2 LDNP UU Cycle Route crossings/tunnels, cycle hire and catering Lakes Distillery and New distillery at north end of Bassenthwaite lake Bassenthwaite N/K 3 Private sector BEC Visitor Centre producing whisky and gin. Visitor centre, shop, café tasting and childrens facilities Whinlatter Forest Opening of new routes and mountain trails Whinlatter N/K 2/3 Forestry Family friendly Commission cycling trails Keswick Ice New indoor climbing facilities in central Keswick in Keswick N/K 3 Private sector Climbing Wall and conjunction with outdoor retail facilities Indoor Via Ferrata Opening of new via ferrata route within the old slate Borrowdale N/K 3 Private sector at Honister mining works at Honister.
33
b. Western Lakes (Allerdale and Copeland) 3. Heritage and Landscape/Public Realm/Transport
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation The Lake District Silecroft is the only bathing beach within the Lake District Silecroft N/K 1 Copeland LDNPA, Wild Beach. National Park. This project aims to significantly improve Borough Whicham PC, Refurbishment of the quality of the public spaces around the beach with Council South Silecroft toilets and improvement of the existing car park, toilet block and Copeland car park. improved equestrian access. Tourism CIC Haverigg Beach This project seeks to create a new art path along the N/K 2 Groundwork Haverigg PS, S. path access beach front to an existing sculpture. Trust Copeland improvements Tourism CIC, Millom TC Electric Bicycle Plans to pilot a cycling ‘hub’ for West Cumbria. South Copeland N/K 2 Private sector Copeland BC Network Whitehaven Old Regenerate the Conservation Area of Old Town Whitehaven N/K 3 Copeland Private, BEC Town Townscape Whitehaven through the delivery if a Townscape Heritage Borough Heritage Initiative Initiative (THI). Council Solway Wetlands Conservation, restoration and access Projects. Solway Coast C£2.4 million 1, 2, 3 Solway Coast Solway Project Many and varied, 23 projects being implemented over AONB AONB Wetlands next two years. Partnership Partnership Wasdale Head Car Park, toilet facilities, camping and visitor orientation. Wasdale N/K 2 National Trust LDNP, Visitor Facilities Wasdale PC, S Copeland CIC Cumbria Coastal Completion of stages 2 and 2 Allonby to Silecroft (91km) Allerdale £70,000 2/3 Natural England Cumbria CC Path b. Western Lakes (Allerdale and Copeland) 4. Marketing and Events
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation 34 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation South Copeland A grassroots tourism partnership, focused on the area South Copeland N/K 3 South Copeland Millom Tourism Partnership between the Duddon Valley and Eskdale. Officer Tourism CIC Network employed to deliver community-led tourism Centre, South development. Copeland Partnership, Copeland BC Destination West Destination marketing , development and training activity West Cumbria Circa £500K 2 West Cumbria Copeland BC Cumbria including dedicated website, PR, event co-ordination. over 3 years Tourism Allerdale BC Current funding ends April 2014. New programme BEC, CT developed requiring resources 2014-17 Private sector. Copeland Coastal Range of events that celebrate Copeland’s coast, Copeland N/K 2 Copeland Copeland Initiative – Coastal organised by various organisations. Copeland Borough Borough Coastal Events Programme Council organise events like the Copeland Kitesurf and Council Partnership give support to other events. Taste Cumbria Food Annual food and drink Festival based in Cockermouth Cockermouth Circa 3 Private sector Allerdale BC and Drink Festival Town Centre. Last weekend in September £150,000 Cockermouth TC, Businesses Programme of Including Jennings Five Rivers, Maryport Blues, Solfest, West Cumbria N/K 3 Various Various events and festivals Eskdale Beer Festival, Nuts in May, Muncaster Halloween and Christmas events Copeland Coastal A Coastal Activities in the West Lake District leaflet was 2 Copeland South Initiative – produced in 2011 with Cumbria Tourism and the Sports Borough Copeland Promotional Economy Partnership. Building on this we are in the Council Tourism Materials process of producing a coastal heritage walks leaflet and Partnership, coastal cycle rides leaflet. WCTP. South Copeland The development of sustainable community-led tourism Copeland N/K 3 South Copeland Copeland BC Events Programme events programme for Millom and surrounding villages. Tourism CIC Hadrian’s Wall See also, South Copeland Adventure Leaflets Project, Trust, HLF, Norman Nicholson Poetry Paths Project and Ravenglass PCs Local and Eskdale Implementation Plan. societies Keswick Festivals Mountain Festival, Jazz Festival, Film Festival and Words Keswick N/K 3 Various TBTL, KTA, on Water (amongst others) Allerdale BC Keswick Music New 3 day outdoor music event for Keswick which will Keswick specific £300,000+ 2 (in negotiation) Allerdale CLL Festival 2014 embrace many different genre of music. but Borough CN Group county/regional Council appeal
35
c. Eden 1. Accommodation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation New Hotel for Budget hotel with conference facilities. Various parties Penrith £500k 1 Private sector EDC Penrith have shown interest but no building yet identified.
Sharrow Bay Hotel, Refurbishment of bedrooms and new lakeside restaurant Ullswater £1m 3 Private sector Ullswater Inn on the Lake Addition of bedroom suites and conference and spa Glenridding N/K 2 Lake District Extension facilities Hotels Ullswater Outward Improved accommodation, new changing/education Watermillock, N/K 2/3 Outward Bound Bound facilities to be built Ullswater Trust Waterfoot Caravan Introduction of new wigwam tented accommodation and Pooley Bridge N/K 2 Lake District Park, Pooley Bridge facilities in the Georgian Mansion Estates c. Eden 2. Attractions/Recreation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Electric bike hire Developing an electric bike hire network in the North Along the length of £20K (C2C 2 & 3 North CT and other (strand in Northern Pennines – focussed on the C2C Cycle Route and the the C2C Cycle Route Cycle Route) Pennines DMO’s Tourism Lands project) Allen Valleys. in the North Pennines AONB businesses (Cumbria/Durham/No Partnership rthumberland) Dark Skies (strand in Further development and investment in Dark Sky North Pennines £15K 2 & 3 Kielder North Pennines Northern Lands Discovery Sites, training for event organisers and event (including the parts of Water & AONB, CT and project) development. the AONB in Eden and Forest Park others Carlisle Districts) Development Trust 36 New Pennine Way New and evolving management and promotion North Pennines and £tbd 1 Yorkshire North Pennines Trail Partnership arrangements for the Pennine Way National Trail and beyond Dales AONB Pennine Bridleway. National Park Partnership. Authority Cumbria CC South Tynedale Development project to extend the line along the South Alston Moor/South £5.2m total 2 (HLF decision South North Pennines Railway Extension Tyne Valley to Slaggyford, green the operation, expand Tyne Valley in Eden project (£4.2 expected end Tynedale AONB and Greening tourism offer, build new discovery centre, upgrade District HLF) Jan/early Feb 2014) Railway Partnership and Project station infrastructure, develop events programme and Preservation various others strengthen/build organisational capacity. Society Ullswater Valley Several tourism projects including Lake District Estates Ullswater Valley TBC 1 Ullswater EDC, LDNP Planning Initiative- land ownership/acquisition to improve car parking for Valley Tourism strand Pooley Bridge and extending into other infrastructure Planning projects for the village including signage plus Group and its introduction of a range of infrastructure improvements sub groups around the lake and bespoke business support services. Aira Force , Enhancement of car Park, visitor facilities, footpath links Ullswater N/K 3 National Ullswater Ullswater and jetty on Ullswater Trust Steamers, CCC Appleby Castle Enhancement of castle and grounds as a visitor Appleby TBC 1 Private TBA attraction and community resource. Owners East of Eden Cycle Creation of cycle way between Warcop and Appleby Eden TBC 1 Sustrans TBA Off Road Cycle Route Eden Source to Sea Way-marking and promotion of new cycle route Eden/Carlisle N/C 2 Eden Rivers Cumbria CC Cycle route following the River Eden Trust High Mill Alston Preservation of historic core of this derelict building and Alston £1m 1 Private EDC, Alston enhancement as part of a mixed use site utilising owner Moor Townscape heritage Initiative as support incentive. Partnership English Heritage Dry Ski Slope Alston Installation of dry ski slope as part of implementing Alston £500k 1 Private Alston Moor marketing strategy for Alston owner Partnership, EDC Lowther Castle and Further stabilisation and restoration work on the ruined Lowther/Penrith N/K 3 Lowther HLF Gardens castle and the gardens Trust English Heritage
37 c. Eden 3. Heritage and Landscape/Public Realm/Transport
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Elemental North Development of a variety of geotourism projects relating North Pennines c£75K 1 North Various tbd Pennines to the UNESCO-endorsed Global Geopark status held by (including the Pennines the North Pennines. Projects include the development of parts of the AONB AONB a 30-mile themed cycle route linking the Eastern Fellside in Eden and Partnership to the rest of the North Pennines, producing a High Cup Carlisle Districts) Gill Geotrail together with events and other product development across the whole of the North Pennines. EUROPARC Charter Secure the Charter for the North Pennines AONB (see Whole of North tbd – largely to be 1 North DMOs, LAs, for Sustainable www.european-charter.org for details). The outcome for Pennines AONB & achieved through Pennines tourism Tourism in this project is a widely agreed sustainable tourism Global Geopark in-house AONB industry and Protected Areas strategy (5-year Action Plan) that develops and promotes resource. Partnership various the AONB as a green destination. Develop process and others tbd research/consultation base 2014, 2015 – Develop strategy & action plan, 2015/2016 finish developing strategy & action plan and apply for Charter. Process will be steered by the AONB Partnership’s Tourism Working Group (which includes Cumbria Tourism). Visitor Giving in the Development of visitor giving scheme/s in the North North Pennines £7K feasibility 1 North tbd but likely North Pennines Pennines building on existing initiatives identified in Allen Pennines to include Valleys Landscape AONB Nurture Partnership Partnership Lakeland, Scheme. DMOs Culgaith Tarn To provide access to and a seating area with Culgaith / Penrith TBC 1/2 Culgaith Tarn EDC, Cumbria interpretation. Group CC Eycott Hill Landscape , wildlife management and education Nr Greystoke, N/K 2 Cumbria HLF Restoration programme at Eycott Hill. To include parking and Penrith Wildlife Trust Private sector interpretation Alston Townscape Programme of building restoration and public realm Alston £1m in grant 2/3 HLF Eden DC, Heritage Initiative enhancement in the centre of Alston between 2014-19 support Alston Moor partners, businesses
38 c. Eden 4. Marketing and Events
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Green Eden Continuation of programme to deliver sustainable Eden district Circa £10k 3 Nurture Eden DC tourism advice to businesses, seeking to inform tourism pa Lakeland Eden strategy and policy in the area and promoting the cycle Tourism tourism offer. Network Pocket Guide 2014, 2015, Production of post-arrival Pocket Guides – available in- North Pennines tbd 1, 2 & 3 North Tourism 2016 for North Pennines destination providing information on things to see and Pennines industry do throughout the North Pennines Area of Outstanding AONB Natural Beauty and Global Geopark. Updated annually. Partnership Penrith Food and Farming Week-long festival both in town centre and surrounding Eden district £12000 2 Penrith EDC, Penrith Festival area to promote local produce, involving local traders Partnership COT, show and producers. committee, BID Penrith Halloween Event One day event in Penrith Town Centre involving local Penrith and £3000 2 EDC TBC businesses, residents and visitors. catchment area Alston Moor Marketing Development of a visitor facing website Alston TBC CyberMoor Alston Moor Programme www.visitalstonmoor.org , production of Alston leaflet, Association, promotion of Walkers are Welcome accreditation, fim Alston Moor and photography Partnership, Local Links, EDC Penrith Railway Station Project to provide Eden visitor display in Station. Eden District TBC 1 Network Rail EDC Virgin Totally Locally Marketing initiative to promote independent retailers Key Service areas £1500 2 Independent EDC, Penrith and encourages shoppers to buy locally. Potential to be in Eden traders and Appleby adopted in several centres and to establish trail COTs, Kirkby Stephen Town Forum Penrith Winter Droving Annual winter festival event -2014 will be the 3 rd time Penrith TBC 2 Eden Arts EDC the event has taken place Penrith COT Eden Tourism Summit 2014 Annual Summit including high profile national tourism District and TBC 2 EDC Eden speakers County wide businesses Visit Eden website Develop and expand range of visitor information District TBC 3 EDC
39 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Penrith Tourist Information Interior refurbishment to enable the TIC to increase its Penrith £2500 3 EDC Centre (TIC) Refurbishment retail display space. Due to be completed end of March 2014.Will include a new retail display unit to help generate additional income for the TIC. Rheged Cultural Venue Development of Arts and culture venue and programme Penrith N/K 3 Westmorland of live streaming, gallery and cinema Group Hutton in the Forest Events Calendar of events at the Historic House and Gardens Nr Penrith N/K 3 Private sector EDC which will include Potfest Local Groups Dalemain Marmalade Annual Marmalade Festival to take place in Pooley Bridge N/K 3 Private sector Festival February/March Lowther Castle Events Events programme in 2014 including Kendal Calling, Lowther N/K 3 Event Private Programme Antiques Roadshow, Lowther Horse Trials companies sector
40 d. Carlisle and Hadrian’s Wall 1. Accommodation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation The Halston New Aparthotel offering 16 luxury Serviced Apartments, Carlisle City Centre £3million 3 Burge Halston Robin Graham Aparthotel restaurant, bar, beauty SPA and event and function Limited and Simon rooms to cater for up to 400 guests. Over 50 jobs will be and Harrison created. Former Lonsdale Cinema to be redeveloped to Harrison create car parking for guests and visitors to the city plus a Northern ground floor retail unit of circa 2000 sq ft. Limited
d. Carlisle and Hadrian’s Wall 2. Attractions/Recreation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Hadrian’s Wall The ongoing programme of maintenance and Bowness-on- £80,000 per 3 Hadrian’s Wall Cumbria County National Trail path improvement works will continue to be carried out on Solway to annum Trust Council and Natural the Hadrian’s Wall National Trail path. Gilsland England Expansion of the New cycle hire facilities opened at the Wave Centre in North and west £25,000 per 3 Hadrian’s Wall Carlisle Leisure Ltd. Hadrian’s Wall Maryport and at the Sands Centre in Carlisle in 2013 Cumbria annum Trust and cycle hire project where a range of electric assisted and standard hybrid accommodation bikes are available for hire. Plans to expand the bike hire providers and other to other locations within the Hadrian’s Wall Country businesses in north and west Cumbria. Carlisle Arts Centre Based in the Old Fire Station Carlisle TBC 1 Planning Carlisle City Local & national The arts centre will offer a variety of spaces for Council arts groups, performance based events, workshops and exhibitions. performers and Due to open March 2015 artistes. Da Capo
41 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Food Carlisle This project is intended to develop and support local Carlisle District TBC 1 Early Feasibility Carlisle City food and drink sectors/producers/established wide Council businesses alongside community activities. Initiation and Sustainable follow up action plan for the first ever Carlisle Food Food Cities Charter and intended production of a good food map/trail and proposed excellence recognition awards Fratry Project at Project, part funded by HLF, designed to open up the Carlisle city C£2.2m Provisional Carlisle HLF Carlisle Cathedral medieval Fratry building and allow access to all to anticipated Cathedral explore the many stories of faith, hope and love completion date 2015 associated with the Cathedral using state of the art technologies and techniques to bring this alive for all. Old Town Hall Review of Tourist Information Centre Service, Assembly Carlisle and £833k 1-early feasibility Carlisle City Johnston & Wright Phase 2: Internal Room usage and access improvements. Outcome(s) to district. Council Architects refurbishment and inform the future use of the building and define access requirements for internal alterations and improvements. improvements. Works programmed for completion by April 2015. Alma Project- Redevelopment and relocation of the County’s Carlisle Castle £1.7m 3 – implementation Border HLF Cumbria’s Museum Regimental Museum in Alma Block of the Outer Ward in (HLF funding Completion by July Regiment of Military Life Carlisle Castle. This will provide better access and display £1.43m) 2014 – opening Museum space/areas for the large collection previously restricted Autumn 2014 by display space in its current setting. Urban Adventure – High Ropes Course with integrated climbing wall and zip Bitts Park, Carlisle £320,000 3 – Implementation LJM Asset Carlisle City Council Bitts Park wire . Management / Carlisle Leisure Course will include 2 ropes courses one at 9m and one at t/a Urban Limited 4m each with 16 elements to complete, semi circular Adventure climbing wall with 4 routes , 65m Zip wire will start from the 10m tower , 9m Fan Descender andInfant Ropes course for Under 5’s Visitor Centre New facility offering year-round programme of events Houghton Village, £1.5m 2 Cumbria and activities around wildlife/farming themes, near Carlisle, CA3 Wildlife Trust supported by tea room, farm shop and craft/wildlife 0LD shop.
42 d. Carlisle and Hadrian’s Wall 3. Heritage and Landscape/Public Realm/Transport
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Warwick Bridge Restoration of listed corn mill to create training centre Warwick Bridge N/K 1/2 North East Civic HLF Corn Mill for historic building techniques, milling and baking. Trust English Project to include visitor facilities, shop and Heritage interpretation AD 122 Hadrian’s The very popular AD 122 Hadrian’s Wall bus service will Bowness-on- 3 Hadrian’s Wall Cumbria Wall bus service continue to operate providing a valuable service for Solway to Gilsland Trust County Council tourists and local communities. Landscape Scale A landscape scale project will be developed for an area in North Cumbria £250,000 1 Hadrian’s Wall Local Project for Cumbria north Cumbria including improvements to access, Trust community interpretation and awareness raining activity to highlight groups and the significance of Hadrian’s Wall and the rural landscape Parish Councils of Cumbria. In addition to the benefits this will provide for tourists the project will also include strong community engagement. World Heritage Building on the valuable work already carried out and North and west £200,000 2 - 3 Hadrian’s Wall Volunteers Community demonstrated by prior volunteer activity along Hadrian’s Cumbria Trust and local Champions Wall this project will broaden the opportunities for community people to become engaged in the landscape and heritage groups of the area while enhancing their personal and employability skills. Orientation Fingerposts – replacement of selected existing Carlisle City Centre £25,000 1 Carlisle City Cumbria Improvements fingerposts and provision of absent ones – to match black Council County Council and white historic Carlisle model. Replacement of existing poor quality information points Carlisle City Centre 1 and provision of absent ones at key arrival and nodal £30,000 Carlisle City points. Council Public Realm Replacement of existing bandstand – this was installed as Carlisle City £50,000 1 Carlisle City Enhancement a temporary bandstand in the 1990s and it is intended to Council Council (Greenmarket) replace it with an improved design to provide an appropriate centrepiece to Carlisle’s historic Green Market.
43 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Public realm Removal & repair of flagged areas and tarmacing of Carlisle City £100,000 1 Carlisle City Cumbria enhancements access route, table crossing – general enhancements to Council Council County Council (Rickergate ) the plinth surrounding the Civic Centre, including improved access for mobility impaired. Gateway signage Replacement gateway signage at entry points to City, Carlisle City £100,000 1 Carlisle City Cumbria both vehicular & on foot – replacement of very dated Council Council County Council existing arrival point signage at key vehicular routes. Lanercost Priory Design and installation of Inner Glass porch for Priory; Lanercost- N/K 1/2 Lanercost English Enhancement Carmondy Groarke design Brampton Priory Heritage Landscape Package of conservation, community development and Carlisle District tbd 1 North Pennines Various tbd Partnership Scheme outreach work – some of which will support the visitor (focus on the parts AONB covering the parts economy. which are within Partnership of the North the North Pennines which are Pennines AONB located in Carlisle Partnership) District
44 d. Carlisle and Hadrian’s Wall 4. Marketing and Events
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Wall Face A dispersed exhibition across Hadrian’s Wall in late From Maryport to Carlisle £190,000 3 Hadrian’s Senhouse summer and early Autumn 2014 Wall Trust Museum Trust, Tullie House, EH and the National Portrait Gallery Marketing Hadrian’s Wall Country participation within two Wall-wide £15,000 3 Hadrian’s VisitEngland campaign with VisitEngland RGF thematic marketing campaigns – Wall Trust with TWAM, VisitEngland English Countryside and Romantic Getaways Tullie and Vindolanda Trust at present Wall wide arts Working with arts agencies and local communities to North and west Cumbria N/K 3 Hadrian’s Northern Stages engagement animate the Hadrian’s Wall Frontier Wall Trust project Carlisle Gay Pride This LBGT event will, for the first time, be held in the Carlisle city £5k 1 – early feasibility Cumbria Gay Carlisle City 2014 city centre. It will include a colourful display of music, Pride Council entertainment, stalls, crafts, children’s activities and face painting. Local and national musicians will provide a lively backdrop for this community event. Celebration of A new ‘Celebration of Cumbria in Bloom’ event at the Carlisle City Appx £2k 1 – early feasibility Carlisle City CN Events Cumbria in Bloom Sands Centre including an exhibition and activity linked Council Sands Centre Event to local horticulture. Cumbria in This will culminate in an awards ceremony for Cumbria Bloom in Bloom. Commonwealth A potential campaign to attract those attending the Carlisle District TBC 1 – early feasibility Carlisle City Games Glasgow Commonwealth Games to the Carlisle and Lake District Council/Cumbria 2014 area with a view to offering hotel packages suitable for Tourism/Virgin those unable to secure accommodation in the greater Trains Glasgow area. In addition, the city hopes to host a celebratory ‘Fly the flag for the Commonwealth’ event in March
45 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Discover Carlisle On going development and enhancement of the Local, national, TBC 2/3 Carlisle City British Heritage Discover Carlisle web site. international Council Cities, Cumbria Production of relevant supporting publications both Tourism, digital and print incorporating the Carlisle Story Hadrian’s Wall branding and photography. (Sense of Place) Heritage Trust, Ongoing digital and social media promotion and Visit England awareness raising. and Visit Britain Relevant promotion and partnership working with British Heritage Cities, Cumbria Tourism, Hadrian’s Wall Heritage Trust, Visit England and Visit Britain and the local tourism industry and related businesses. Pirelli Carlisle City Centre annually host the 3 rd round of the County wide & including TBC 3 Cumberland City Council International Rally MSA British Rally Championship. The ceremonial start Kielder Forest in Scotland Sporting Club takes place outside the Old Town Hall before and gives & Northumberland spectators to view the vehicles prior to their departure. Using Brunton Park, home of Carlisle Utd for the first time. Roger Albert Clark This annual historic rally event culminates at the Moot County wide & including TBC De Lacy City Council Rally Hall in Brampton where the ceremonial finish takes Kielder Forest in Scotland 3 Motor Club/ place. & Northumberland RAC Motor Club Le Jog Rally This historic rally, which takes place between L Land’s National TBC 1 Hero Events City Council End and John O’Groats, will use Carlisle as a as one of Ltd the stages for the first time in 2014. Cumberland Great Cumbrian Run, a 13.1 mile Half Marathon which Carlisle but £30,000 3 CLL Building Society starts at Carlisle Castle and finishes at the Sheepmount country/regional/national Date of Event 5 th Great Cumbrian Stadium, Carlisle. appeal October 2014 and Run 2014 & 2015 October 2015 Carlisle Pageant Annual event building on the first two years of activity Carlisle district N/K 2 Carlisle City Local artists, groups, schools and sponsors Carlisle Music City Build on first two years to create annual event Carlisle £15K 3 Carlisle Music Carlisle CC attracting national performers. May 24 th - June 1 st 2014 city Cumbria CC
46 e. Countywide/Lake District National Park 1. Accommodation e. Countywide/Lake District National Park 2. Attractions/Recreation
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Treasures of Treasures of Cumbria launched in 2014. It’s a project County wide 3 Cumbria Arts Council Cumbria designed to enable the people of Cumbria record and Museum share their heritage, culture and history online. The Consortium project will be delivered online and across mobile, print and radio. It will also have a real-world presence in the form of workshops, training and special events. It will offer further information for visitors planning their trip to Cumbria “New”Cumbria Project to promote “new” Cumbria Cycleway-website, County wide £30-£100K 1/2 Cumbria CC Eden DC, SLDC, Cycle Way leaflet, signposting/waymarking LDNP, CT
e. Countywide/Lake District National Park 3. Heritage and Landscape/Public Realm/Transport
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation
47 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Stretch1: England This stretch, between Allonby and Whitehaven, The Cumbria 3 Natural England Cumbria Coast Path in represents the first stretch of the new England Coast Path coast. County Cumbria in the Northwest of England. The formal proposals were Council approved by the Secretary of Stage in July 2013. It is anticipated that the stretch will be open to walkers in late March 2014. Stretch2: England The second stretch of the England Coast Path in Cumbria The Cumbria 2 Natural England Cumbria Coast Path in runs from Whitehaven down to Silecroft. It is anticipated coast. County Cumbria that the proposals will be submitted to the Secretary of Council State around April 2014. No date has yet been set for the opening of this stretch, but it may well be in the summer of 2015.
Feasibility study: A feasibility study of the potential for new river or The Cumbria £15,000 1 Cumbria Natural New estuary estuary crossings over the Eden, Ehan, Irt, Esk and coast. County Council England crossings in Duddon, in Cumbria – for cyclists and walkers. Cumbria e. Countywide/Lake District National Park 4. Marketing and Events
Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation International Programme of marketing activity aimed at attracting County-wide £3m 1 Cumbria Cumbria LEP Tourism Marketing overseas visitors from new and growing markets such as Tourism Visit Britain, China and India. Visit England Cultural Marketing activity to promote Cumbria as a cultural Cumbria-Lake £440,000 2/3 Kendal Brewery CT, NT, SLDC, Destinations destination- including Spring Awakening Festivals in 2015 District Arts Centre FC, LDNP, Arts and 2016 Companies Visitor Giving Development of the VG scheme and recruiting new County-wide 2 Nurture LDNPA fundraising businesses – aiming to increase income that Lakeland we can award to conservation projects
48 Project Description Area Expenditure Stage Lead Partners 1 = early feasibility Organisation 2 = developed design 3 = implementation Sustainable Tourism Advice and support to local businesses on sustainability County-wide 1 Nurture CREA, LDNPA Business Support actions and environmental accreditation and to boost the Lakeland profile of these businesses in the future to encourage more participation. SORCE Accreditation for sustainable event organisers with LDNP 2 LDNPA Windermere related training and promotion based on the existing Reflections SORCE guide. This may also include further travel information and lift sharing programmes. Community Tourism Working with CT and local partners run a series of Specified areas Approx £2,500 1 ACTion with Local Seminars seminars to, share practice, clarify support available and where per event communities in organisations, encourage local action encouragement is Cumbria LAs ,CT wanted/needed Businesses Community Tourism Working with a local community to support visitor Specified areas Approx 1 ACTion with Local project support welcome activities £18,000 – bid communities in organisations, into RGN at Cumbria LAs, CT present Businesses Outdoor Industry Annual gathering, conference and AGM for the Outdoor Low Wood N/K 3 OIA LDNP Association Industries Association- March 17 th - 18 th 2014 Windermere CT Conference 2014 Private sector and 2015
49 APPENDIX 1:
Organisations & Businesses Consulted in the preparation of the Destination Management Plan:
Action with Communities in Cumbria Furness Enterprise Active Cumbria Hadrian's Wall Heritage Ltd Allerdale Borough Council Heritage Lottery Fund Arnside & Silverdale AONB Honister Slate Mine Arts Council Kendal College Barrow Borough Council Keswick Tourism Association Bay Tourism Association Lake District National Park Authority Boosting Furness Lakeland Arts Trust British Energy Coast Lakes Hospitality Association Carlisle City Council Morecambe Bay Partnership Carlisle College National Farmers Union Copeland Borough Council National Trust Culture Leisure Life Natural England Cumbria County Council North Pennines AONB Partnership Cumbria LEP Nurture Lakeland Cumbria Museums Consortium RSPB Cumbria Wildlife Trust Solway Coast AONB DEFRA South Copeland Tourism Eden District Council South Lakeland District Council Eden Rivers Trust VisitEngland English Heritage North West West Cumbria Tourism Environment Agency Winder Hall Federation of Small Businesses Wordsworth Trust Forestry Commission Yorkshire Dales National Park Friends of the Lake District
APPENDIX 2
CRITERIA FOR APPRAISAL AND PRIORITISATION OF MAJOR PROPOSALS FOR DMP PROJECTS
The following criteria are suggested as a means of prioritising project proposals coming forward via the Destination Management Plan process. These are seen as having particular relevance not only for possible public and lottery funding but also as a means of identifying those projects which have the potential to contribute most to the improvement of the Visitor Economy in Cumbria .
CRITERIA COMMENTARY Strategic Fit Whether the proposal can demonstrate a direct contribution to achievement of the strategic objectives of the Cumbria LEP Strategic Economic Plan, Cumbria Tourism Strategy and Visit England’s priorities Contribution to specific How will the proposal improve delivery of the Destination Management Plan in Cumbria? needs of the Visitor What impact will it have on; quality; seasonality; distinctiveness; brand Economy in Cumbria recognition/strength; skills; customer care; public realm improvements; increased partnership working; attraction of overseas visitors, cultural visitors and other target markets Deliverability Is the proposal ready for implementation and completion within the specified timescale, with all obstacles and risks resolved or resolvable. What is the track record of the delivery body and is match-funding in place? Evidence of Need Whether there is clear evidence of market demand, opportunity or industry need for the activity [market failure] Benefits Clear and well defined benefits for the Visitor Economy in Cumbria and/or the tourism industry and evidence that the activity will achieve those benefits Value for Money Whether the proposal represents the best value way of achieving the objectives, as represented by a Business Plan or evaluation of alternatives Sustainability Whether the proposal is sustainable, both in environmental and financial terms in the long run, has an exit strategy from public support and has considered green/sustainable transport plans Need for Public Support Whether it has been established that there is a requirement for public funding to make the activity happen, or happen in a more effective or timely way and the level of either public or private sector leverage achieved Recording and What arrangements are in place to record and evaluate the proposed activities? Is the Evaluation proposal presented as a regional exemplar for the development and dissemination of innovation and best practice?
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