Hythe Coastal Community Team Economic Plan: 2017 - 2037 Contents

01 02 03 04 05

Introduction Hythe 2017 Hythe 2037 Communications Logistics

• Executive Summary • Local Area • Connectivity • Costs • Team Management • Resources • Community • Identity • Value • Support Structure • Priorities • Economy • Tourism • Funding • Costs • Single Point of Contact • Related Initiatives • Community • Maximising Resources • Sustainability • Hythe Coastal Communities • Ambition • Partnering and Cost Management • Areas of Specific Interest Team • Needs of the Community • Barriers • Consultation • Appendices • Accountable Body and How the Team will • Resources • Plans Meet Them • Communication with • Analysis - SWOT Community • Data Introduction 01 1.1 Executive Summary 1.2 Resources 1.3 Priorities

1.4 Single Point of Contact 1.5 Hythe Coastal Communities Team 1.6 Accountable Body 1.1 Introduction 1.1.4 The Aims and Objectives of the Plan are: 1.1.1 Executive Summary Connectivity Partnering

To create a more connected Hythe, improving transport and To partner and engage with like-minded local communities to high speed broadband connectivity to sustain a growing respond to collective needs population 1.1.2 Why the Plan? These objectives are anchored by a number of themes, which are developed in this plan. The ancient town and Cinque port of Hythe was successful in Identity receiving £10,000 seed funding to create a Hythe Coastal Community Plan. The Plan will be a foundation to support To develop a cohesive Hythe brand identity to increase its future bids to the Coastal Community Fund (CCF) and other recognition and diversify employment base funding sources. Tourism “ 1.1.3 Principles of the Plan? To improve visitor numbers and improve the experience, by Hythe is a fantastic positioning distinct packaged oﬀers The Hythe Coastal Community Team (HCCT) has developed this economic plan and action plan to provide a framework for place to live and the activities and actions for HCCT in the short, medium and Community outline long term. work but needs To create a sense of place for the community to improve quality of life and reﬂect the needs of the social mix for young and old vibrant energy 1.1.5 Timing of the Plan 1.1.6 Who Will Deliver the (when) Plan?

For each theme there is a range of short (within six to 12 Funding streams have been identiﬁed, along with potential months), medium term (up to ﬁve years) and long (up to 20 partner organisations that can help deliver the relevant years) actions and projects which will help achieve the overall elements of the overall plan. To support the sample objectives of the strategy. qualitative research, desktop research was conducted to source evidence to support the objectives.

1.2 Resources

The Hythe Coastal Community team will be responsible for monitoring and prioritising projects. Support from partner organisations will also be required on a project by project basis. Partner organisations may take the lead on speciﬁc projects. Each project has or will have a project plan that details resource allocation. “ We are going to see more housing developments in Hythe... we have an excellent relationship with Michael Lyons, the mayor of Hythe who, along with Shepway District Council, is helping to lift tourism and bring in more people, whether that is from London and the surrounding cities or from abroad.

- Denise Vas, General Manager of the Hythe Imperial Hotel 1.3 Key Priorities These ten action points are particularly important for the first 12 - 18 months of the Hythe Coastal Community Team

1.Identify and promote separate walks and cycle routes for pedestrians along the promenade and canal to support the case Connectivity to create pop-up cycle hire and support sustainable connectivity

2. Identifying improvement for Wayfaring / Wayﬁnding for pedestrians, cyclists and cars - signage and links to improve connectivity within Hythe to the seafront, and High Street and across the canal

Identity 3. Managing the repositioning of a distinct Hythe identity/logo that reinforces Hythe’s values to help deﬁne its key messaging to include its unique heritage assets and values

4.Ensure Hythe is well represented and Hythe businesses are promoted through an online portal to replace Folkestone.works (Hythe.Works has already been reserved) to help build a case to position an Independent High Street oﬀer to enter and win ‘Great British High Street’ awards

5. Create a Hythe Destination Management Plan based on the Shepway Destination Management Plan to identify and engage Tourism with Hythe tourism ambassadors and independent business advocates to develop bespoke packaged strategies to promote the whole area

6. Hythe Tourism Website (refresh) - update content, benchmark other tourism related websites about Hythe based on the new visitromneymarsh.com, to champion existing visitor attractions, and promote existing visitor accommodation.

7. Identify and secure funding for a shared tourist oﬃce or person, potentially re-using an empty retail or business space on the High Street. This will help diversify and promote the Hythe oﬀer to promote key events like the We Love Hythe Life Food and Drink festival

Community 8. Develop an inter-generational project to promote the positive inﬂuence of young people e.g. older residents educating young people about local history and the local coastal community

9. Identify more useable public space to create a focal point(s) to gather and share public art, local community performances and regular town centre activities in and around the High Street in Hythe

10. Work and engage with the local Coastal Community Teams of New Romney, Dymchurch and Folkestone to develop a Partnering united coastal community strategy, for example a Cinque Ports Strategy and co-promotion (Cinque Port Cycle Way/Hythe ranges) 1.4 Contacts 1.5 HCCT Membership 1.4.1 Single Point of Contact 1.5.1 Core Team 1.5.2 Other partners and/or stakeholders to be involved

Nick Hilditch Michael Lyons (Town Mayor of Hythe, resident) Damian Collins (Member of Parliament) Oaklands, Laura Sullivan (Hythe Town Councillor, resident) Lisa Brivio-Hughes, (Hythe Business & Tourism Association, Stade Street, Shirley Moberley (Hythe Town Councillor, resident) resident) Hythe, David Owen (Hythe Town Councillor, resident) Sue Day (Citizens Advice Bureau) CT21 6BG Paul O’Connor (Hythe Town Councillor, resident) Trevor Minter (Roger De Haan Foundation) Fleur Challis (photographer, resident) Sean McNally (ex-London School of Economics, resident) 01303 266152 Nick Hilditch (Hythe Town Clerk) Kevin Howell (Hythe Twinning Association) Margaret Stewart (Deputy Hythe Town Clerk, resident) Mrs Kay Keesing (Hythe Festival Company) Nick.Hilditch@hythe-kent.com Martin Whybrow (KCC Member, resident) Sarah Wakefield (Palmarsh Primary School) Helen Elstone (Salus Group, Youth Service Provider) Wendy Peacock (Hythe Town Councillor, resident) www.hythetc.kentparishes.gov.uk/hythe-coastal-community- Hemanshu Patel (Hythe Life Community Interest Company) Dee Maskell (Hythe Town Councillor, resident) team/ Shirley Rodgers (Amida Creative, resident) Paul Peacock (Hythe Town Councillor, resident) Cleo Smith (Age UK, Hythe – older people) Reg Belcourt (Hythe Town Councillor, resident) Helen Calvert (Salus Group – youth and children liaison Alan Ewart-James (Hythe Town Councillor, resident) organisation) John Gabris (Hythe Town Councillor, resident) Maria Callow (consultant) Sally Williamson Salus Group – youth and children liaison organisation) Roger Joyce (architect, resident) Susan Foster (AgeUK, Hythe – older people, resident) Danny Martin (general manager, RHDR – major employer, resident) Guy Hollaway (owner, Guy Hollaway associates – major employer, resident) Gillian Bond (resident) Alex Fitzgerald (resident) Malcolm Dearden (Hythe Town Councillor, Shepway District 1.6 Accountable Body Council cabinet member, resident) Alison Chapman (resident, antique dealer and television antiques expert) Dr Katharine Harvey Keith Miles (Hythe Town Councillor, resident) Head of Economic Development Ann Mayne (Hythe Town Councillor, resident) Shepway District Council Civic Centre Ashley Tanton (Hythe Town Councillor, resident) Castle Hill Avenue Robin Broadfield (retired economist, ex-resident) Folkestone Matt LeClere (Journalist) Kent CT20 2QY Anne-Marie Frenchum (salusgroup – youth and children T: 01303 853287 liaison organisation) M: 07771 773516 Graham Hammond (Senior Economic Development Officer, E-mail: [email protected] Shepway District Council) 01

2017 The local area, the community and our ambition and vision for the future. Hythe 2017 02 2.1 Local Area 2.2 Community 2.3 Economy

2.4 Related Initiatives 2.5 Ambition 2.6 Needs of the Community and How the Team Will Meet Them 2.7 Analysis - SWOT 2.8 Data 2.1 Local Area 2.1.3 Unique Features 2.1.4 Benefits

2.1.1 Geography • One of the five original Cinque Ports • Part of a wider, coastal community connected tourism offer • Unique and beautiful architecture in the form of the Royal • Upmarket tourism offer Hythe is a small, old coastal community town on the edge of Military Canal • Ancient church (heritage) and Royal Military Canal the Romney Marsh in the district of Shepway. The word Hythe or Hithe is an Old English word meaning Haven or Landing • Norman St Leonard's Church with its ghoulish ossuary of • Diverse landscape Place. The nearest towns are Folkestone (approx. 4 miles Safe beach and walkway distance) and Ashford (approx. 12 miles distance). human bones • • Beautiful old town on the coast spreading up a steep hillside • Close proximity to continental Europe Hythe is surrounded by rural countryside and small villages. The hinterland includes the parishes of Saltwood, Lympne, • Wide Victorian promenade and long stretch of coast • A place where residents want to stay and visitors don’t Stanford, Postling and Newington. The town sits on the edge of th English Channel, close to France and Belgium. • On a clear day you can see France want to leave

It has four wards and incorporates a number of small communities that see themselves as having their own identity - Seabrook, Horn Street, West Hythe and Palmarsh. 2.1.2 Location

• Three miles west of Folkestone • 16 miles south west of Dover • 14 miles to Ashford International High Speed 1 (HS1) - travel by road 20 minutes Connected Infrastructure M20 Road High Speed 1 (Ashford and Folkestone Central) Channel Tunnel (4 miles 10 minutes) Connected Countryside VISIT: Brockhill Country Park Port Lympne Reserve (nearby)

Heritage VISIT: St Leonards Church Romney Hythe and Dymchurch Railway Royal Military Canal (boat trips) Active Built Saltwood Castle Environment Sports infrastructure and leisure facilities, cycle paths, walking routes, sea sports

Coast & Beaches VISIT: Victorian Promenade/Seafront, Fisherman’s Beach Hythe 2.1.5 History

• One of the original members of the Confederation of Cinque • Built around the same time as a defence against possible • There are 1,830 children and young people aged under 19 in Ports - towns in south east England which by Royal Command invasion by Napoleon were the Martello Towers. In total 74 of Hythe ward. The proportion of children and young people in provided men and ships for the defence of Britain. these towers were built between Folkestone and Seaford with the ward is lower than the county ﬁgure. many of them still surviving. This history has resulted in a set • It is the central Cinque port of South Kent and East Sussex, of unique features in the town. Military and marine history sitting between Hastings and New Romney to the west and buﬀs know much of Hythe’s amazing past, but for the rest of Dover and Sandwich to the east. It was once a bustling the world it is one of England’s most valuable yet hidden harbour, defended by Saltwood Castle and Lympne Castle. secret. Age UK Shepway Hythe

• The earliest known charter to the Cinque Ports collectively (a 2.2 Community general charter) was granted by King Henry III in 1260, although dignitaries of The Court of Shepway (just inside Hythe’s northern boundary) were already meeting by 1150. 0 - 15 19% 18% 12% 16 - 29 19% 16% 12% • The town developed as a harbour and is proud to be a 2.2.1 Demographics member of the original coastal community alliance – although 30 - 44 21% 18% 17% the last naval service was called upon in 1588. • Hythe has a population of 15,092. The town has a wide range 45 - 64 25% 28% 29% • The town played a vital role in the defence of the country of services and facilities including a secondary school and ﬁve 65+ 16% 20% 30% during the Napoleonic wars with the construction of the Royal Primary Schools (October 2016). It has proportionately fewer Military Canal. Built to repel invasion the canal now gives people aged under 50 than the Kent average, and it also has a central Hythe a distinctive and attractive character, and hosts much larger percentage of people aged over 60. the famous Hythe Venetian Fête on alternate years. Now shaded by trees, the canal, is 30 feet wide, and stretches The majority of people in Hythe are single, but there are a through the middle of Hythe and passes into Romney Marsh. • signiﬁcant number of people in a relationship of some form. Source: The proportion of people who are divorced or single (as a Census 2011 and Hythe Ward Profile, May 2015 percentage of the population aged over 16), is far higher than the Kent average. 2.2.2 Community Groups Hythe is a charming town with a friendly atmosphere. Hythe has gardening, horse riding, bowling, tennis, cricket, football, squash and sailing clubs.

Youth Provision Societies Sports Several groups aimed at children, young and old There are many societies and activities for local There is a very strong sporting ethos, home to people residents many clubs

• Project Salus in Hythe Youth Centre • Hythe Arts Society • Castle Badminton Club

• Hythe Aqua • Hythe Book Club • Cinque Ports Angling Society

• Kent Karate School • Hythe Business and Tourism • Hythe Bowling Club

• Saltwood Cricket Club Juniors (Colts) • Hythe Bridge Club • Seapoint Canoe & Kayak Centre

• Hythe Cricket and Squash Club • Hythe Civic Society • Hythe Cricket and Squash Club

• Hythe Stars and Stripes Football Club • Hythe Community Cinema • Activ Cycles

• Instep Dance Studio • Hythe and District Gardeners’ Society • Movement and Dance classes

• 1st Hythe Scout Group • Hythe Dog Walking Group, ‘The Muddy Paws Pack’ • Hythe Town Football Club - many football teams

• Hythe Guides • Hythe Flower Club • Sene Valley Golf Club

• Hythe St. John Ambulance Cadets • Hythe Green Preservation Society • Hythe Imperial Golf Course

• Hythe Golden Jubilee Skatepark • Hythe and Romney Marsh Lions • Hythe Aqua Swimming Club Umbrella Club of Hythe • Hythe Round the Houses running race Older Provision • • Hythe WI • Blister Sisters, a running and walking group

Age UK Hythe and Lyminge • Hythe Townswomens Guild • Hythe and Saltwood Sailing Club

• Hythe Town Concert Band • Hythe Lawn Tennis Club

Learning Difficulties Provision • Hythe Twinning Association • East Kent Health Walks Scheme

The Bridge Resource Centre • Twiss Road Allotment Society • Hythe Walky Talky and Hythe Imperial Hotel Walk

• Eaton Lands Hythe Allotment Society • Hythe Sports Pavilion

2.2.3 Deprivation 2.2.4 Health

Hythe is in Shepway District which is the second most deprived In the 2011 census a high proportion of Hythe residents out of the 12 Kent Districts and 97th out of 326 in England indicated they were in bad, or very bad health. Breastfeeding according to the Index of Multiple Deprivation. rates are above average. Under 75 mortality from circulatory conditions is amongst the lowest in Shepway. Emergency admissions for diabetes is above average. 2.3 Economy Hythe Kent Shepway 40% 35% Hythe is above the Kent average for the proportion of working aged (16-64) people who are retired or a student. The ward has a lower proportion of people who are in full time work or are 30% looking after the home / family. 25% 2.3.1 Skills 20%

• Hythe has 31% Level 4 (compared to 30% England & Wales) 15% and 13% with no qualiﬁcations (compared to 15% England & Wales and 16% for coastal communities). 10% • Hythe’s Level 4 is slightly above the national average but this is balanced by the percentage without qualiﬁcations. 5%

• There has been an emphasis to enhance coastal tourism in the 0% prime minister’s new tourism strategy - ‘UK Tourism Plan’, which highlights the delivery of over 6,000 training places and Part-time Full-time Self-Employed Full-time Unemployed Retired Student Looking after Permanently Other apprenticeships in seaside towns by March 2017 through the Student home/family sick/disabled Coastal Communities Fund (CCF). Hythe aspires to part of that ongoing delivery as a further £90m will be available through Source: the CCF from 2017 to 2021. Hythe Ward Profile, May 2015

Key Industry Sectors Hythe Employment Kent Employment Anticipated Kent Hythe Business 2.3.2 Employment % % Change by 2022 Champion

• 72% employment rate (aged 16-64) and a 24% inactive rate (aged 16-64). Wholesale and retail trade 14% 13% +3% (to 16%) Hendricks of Hythe

• The major employment sectors in Hythe are: construction, motor vehicle trades, education and health/social care. Hythe Transport and storage 5% 5% +10% (to 15%) Range Rd Industrial Estate is above average for the proportion of its working age population employed in education and health/social care. Human health, social work 15% 13% +3% (to 16%) Hythe Care

• Hythe is below average for the proportion employed in motor Construction 10% 6% +17% (up11%) GSE vehicle trades and water supply/sewage. Kent and Medway Key Sectors figures are sourced from ‘The Kent and Medway Tourism/Hospitality/ 6% 8% +20% (up 12%) Hythe Imperial Hotel Workforce Skills Evidence Base’. Accomodation and food service Hythe Bay Restaurant RH&DR • The Kent figures suggest the Construction and Digital & Media Royal Military Canal sectors will grow the most quickly over the period, although, in terms of the volume of jobs of construction and tourism will be most significant. For Hythe, Construction is already a Manufacturing 5% 6% -10% (to -4%) Gopak Ltd significant sector. HV Woodings • Hythe’s magnificent heritage assets and strategic geography would make it very attractive to the Creative Digital Media and Cultural Arts and 4% 1% +8% (to 9%) Hythe Festival IT sectors. A further research project will identify the quantities Entertainment Hythe Venetian Fete of companies in that sector that are currently in Hythe, and those that could be attracted here. Creative, digital, media and IT unknown 4% +16% (to 20%) Guy Hollaway Architects 2.3.3 Connectivity / Transport 2.3.4 Income

Hythe is accessible by: Hythe is broadly in line with national average for household income. Road: The main road through the ward is the A259 which runs • Within a 30 minute road travel time you can access Rye, New from Folkestone to Hastings via Hythe, Dymchurch and New Romney, Folkestone, Deal, Canterbury, and Maidstone Romney. • There are 40 hotels and 43 restaurants/pubs within a 30 £0-£20,000 Bus: Bus services are operated by Stagecoach. In November minute drive 2014, new buses (to Gold Standard) were introduced on the route 16 between Hythe, Folkestone and Canterbury. • Employment for residents is limited without a car or improved infrastructure £20-£40,000 Train: Sandling (SDG) Station is north west of the Hythe Ward. The train service is operated by South Eastern Railway. • 22% (1,366) of Hythe residents commute for employment compared to the Coastal Communities average of 8% £40-£60,000 Motorway: The M20 motorway is accessible to the north west of Hythe ward via Junction 11, access Ashford in 15 minutes and to the north east of Hythe via Junction 12. £60-£80,000 Eurotunnel: Nearby Channel Tunnel carries High-Speed Eurostar passenger trains, the Eurotunnel Shuttle for road vehicles – the largest such transport in the world and “ international freight trains. We need better infrastructure £80-£100,000

STOP 24: Is a service station located at Junction 11 M20, only like transport links to other ﬁve minutes drive from the Channel Tunnel and 15 minutes £100,000+ from the Port of Dover. towns. 90 100 1100 120

- Male, 71 years old Source: Hythe Ward Profile, May 2015 Our overseas visitors come to Shepway for a holiday (52%), to 2.3.5 Businesses study (20%), to visit their friends and relatives (18%) and a few come on business (6%). Hythe is the second-largest centre in the District and has a In Shepway, overnight visitors generated 38% of visitor spend retail offer which is significantly different to that offered in in 2013, which compares well to Kent as a whole (35%), but less Folkestone. The focus of the town centre use is on retail, but well compared to the national average for England where the offer is largely orientated towards independent retailers overnight visitors generated 42% of all visitor spend. with a more specialist product offer, particularly in respect of comparison goods. In Shepway only 7% of our UK visitors come to Shepway on business trips. They generate 30% of all UK visitor spend. The retail area is largely confined to the High Street with a superstore at each end.

The primary shopping area beneﬁts from a good concentration 2.3.6.1 Shepway visitor of retail and other footfall-generating activities such as independent cafes and restaurants. market segments There is a 4.7% vacancy rate on shop frontage in Hythe with a target not to exceed 10%. These Shepway market segments were identiﬁed in the Shep- way Destination Management Plan. They provide a focus on the types of visitors Hythe needs to attract and what might “ appeal to them: Hythe is considered Country-loving traditionalists Young professionals to offer an ‘upmarket’ Family fun visitor offer. Specialist sports enthusiasts

2.3.6 Shepway and national 2.3.6.2 National Economy effects on Hythe

There have been concerted efforts on behalf of Shepway Visit Britain has forecast that in 2017, visits will grow by 4.0% to District Council, and local business figures like Sir Roger De 38.1 million. This represents a faster rate of growth than their Haan (former chairman and chief executive of Folkestone- projection for 2016. In England, domestic and day trip coastal based Saga Group) to regenerate the area and encourage tourism is now collectively valued at £8 billion to the economy, more tourism. representing 31% of domestic overnight holiday trips and 8% of tourism day visits. The visitor economy is estimated to be worth a total of £235 A relatively small 15% of international visitors make it to the million to the Shepway economy. This is based on 1.8 million English coast, valued at £927m per annum - but given Hythe’s overnight visitors and almost 4 million day visitors per annum. proximity to mainland Europe this could be considered an advantage. A weakened pound has helped too. Visitors from Tourism employs around 4,500 (3,200 FTEs) which is the overseas have more money to spend. East Kent is popular with equivalent of 12% of all employment in Shepway. German tourists in particular – 19% of visitors from abroad to the Shepway area are German. Most of the UK visitors who stay in Shepway come on holiday Burgeoning boutique and lifestyle hotels in less populated (77%). Some come to stay with friends and family (23%) whilst areas such as the Gallivant in Camber in East Sussex is leading a smaller proportion (7%) come on business trips. the way and so nearby Hythe could offer a similar package to meet this trend. 2.3.7 Hythe Character

Hythe town boasts one of the longest high streets in Kent Hortus Corner Traders are a group of local Hythe traders, measuring approximately half a mile. keen to promote Hythe. They received money from KCC via a Local Member Grant in 2014 to produce Visitors Welcome Hythe Chamber of Commerce and Tourism was set up in 2008 leaﬂets – a volunteer led tourism initiative. sharing a common interest in promoting Hythe as an attractive place to live, visit, work and do business.

Town Team are a group of high street independent traders working together to promote Hythe High Street to more shoppers. The group was established in 2013.

Events Attractions Shopping/Retail/Eating Out

Hythe Venetian Fête Old High Street Hendrick’s of Hythe Hythe Festival Seafront Griggs of Hythe Concerts in St Leonard’s Church Royal Military Canal - electric boat Hythe Imperial Hotel trips Hythe Farmers’ Market Hythe Bay Fish Restaurant Romney Hythe & Dymchurch Railway Guided Town Walks Everest Inn Westenhanger Castle We Love Hythe Life Food Festival Saltwood Castle Eaton Lands Trust Brockhill Coutry Park Coastal watersports - rowing, kite surﬁng

2.3.8 Hythe’s Heritage Offer Hythe has key ‘heritage assets’ which is a strategic advantage to harness future projects.

Historic interest - local, national or archaelogical importance Cinque Ports

Architectural and Artistic interest - buildings of high quality design, Fisherman’s beach good use of material

Social, Communal and Economic Value - an important cultural Royal Military Canal role within the community Norman 10th century Townscape Character - key local or national landmark St Leonard’s Church 2.3.9 Housing

Its natural character has old ﬂint stone cottages. Hythe was considered number ﬁve in the top ten property hot spots by ‘This is Money’.

The average house price is £287,077, Detached is £431,334, Semi £262,367 and Terraced £219,518.31. 01

The prediction for Hythe being a so-called hot spot was made on the back of key indicators including trendy eateries, good transport links, a young population.

There are around 3,700 owner occupied households in Hythe in 2015.

15% are private rents, 6% of household spaces with no usual residents. Shepway Kent Source: Housing Information Audit, Research & Evaluation, Kent County Council, 2015 Detached houses or 27% 25.1% bungalows Hythe has a lower proportion of homes valued under £125,000 than the national average, and relatively more home values Semi-detached houses 24.1% 30.5% between £250,000 and £500,000. Terraced houses 22.1% 24.8% Hythe is broadly in line with the national average for property size. Proportionately there are slightly fewer 3-4 bed Flats, maisonettes 26.3% 18.7% properties. Caravans or other 0.6% 0.9% The average visitor spend on second homes is estimated to be temporary structures 550,000. The estimate covers rates, maintenance, and replacement of furniture and ﬁttings.

There is design-led housing at Fisherman’s Beach and Imperial Green. “ 2.3.9.1 Strategic housing Sympathetic new housing type for 2037 brings money and life to the town without taking away Around 6,000 new homes are expected up to 2026. (Folkestone and Hythe). any of the tradition. There is a planned strategic development site at Princes Parade. - Female, 68 years old “ The most significant challenge facing all destination marketing on the coast is funding, as local councils are not provided with sufficient budget to drive the business and regeneration area. Coastal tourism has been valued at more than £8b and I think the largest market segment, the domestic market, is very undervalued.

- Denise Vas, General Manager of the Hythe Imperial Hotel 2.3.10 Policy

Local and district plans are aligned to policy issues. Theme Policy Hythe Shepway 01 Infrastructure Improved sea access at Range Road Shepway Economic development and other strategy 2015 - 2020

Town Centre Provision of new public art No focal point for art Creative foundation

Destination Lack of visitor accommodation No visitor centre Destination management plan

Sustainability Requirements for recreation/ Princes Parade Parking strategy community facilities Open space protection and provision

Employment Land Land to be assigned for regeneration and Martello Lakes Employment study (draft) development

Housing Housing land supply Fisherman’s Wharf Hythe Ward Plan

2.3.10.1 Infrastructure 2.3.10.3 Employment Land Policy Policy

• Scanlon's Bridge - A259/A261- Upgrades to improve vehicular • Sites identiﬁed for employment in Hythe are Nickolls Quarry, capacity, safety, ease of use, and cycle and pedestrian move- Hythe and Link Park. ment by 2016. • Smiths Medical Campus has been identiﬁed as a possible • Flood Defences - Hythe Ranges - Reinforcement of Defences residential and business development from Fort Road. including construction of rock revetment by 2021. • Imperial Green - a mix of family housing and apartments, • Cinque Ports Cycle Way 2017. permitted to be able to reinvest in the four star Hythe Imperial Hotel.

• Fisherman’s Wharf - beachside, high quality town houses and 2.3.10.2 Town Centre, apartments. • Pennypot etc are to be retained (but the northern part of the Destination and Smiths Medical site in Range Road is proposed to be Sustainability Policy re-developed for housing – (see Places and Policy Plan). • The planning consent for the former Nicholls Quarry includes a requirement for a small business park to be commenced The Town Centre Study (2015) indicated that the principal aim before 80% of the housing is completed (probably about four of the Council should be to protect the role and function of year’s time). Hythe town centre as the District’s second largest centre. • Regenerating Western Hythe. 2.3.10.4 Housing Policy

Land at Station Road is an undeveloped parcel of grassland, Although not detailed in a policy, Hythe Town Council with potential for 40 family sized dwellings. considers there is potential for office use / change of use above the shops in the High Street as they would provide Land at the Saltwood Care Centre allocated for an appropriate additional business to the existing ground floor shops and Extra Care housing. restaurants. 01 Foxwood School is allocated for a landscape led residential There may be several office buildings (for example, the Hythe development with an estimated capacity of approximately 150 Town Council offices, the library, the buildings at the top of dwellings. Stade Street and into Portland Road) where there might be spare capacity. St Saviours Hospital is allocated for a landscape led residential development with an estimated capacity of approximately 35 dwellings. Mixed use development

Hythe Swimming Pool - is allocated for residential Princes Parade to include public open space, leisure, development with an estimated capacity of approximately 50 small scale commercial uses and up to 150 residential dwellings. dwellings, a new swimming pool as part of the oﬀer. 2.4 Related Initiatives

There are a number of initiatives that are currently ongoing within Hythe, Shepway and Kent areas. These related initiatives complement and support a number of the objectives within this economic plan. The initiatives are in the form of four key areas. 01 2.4.1 Partnerships

Town Centre / Sustainability Business Growth / Support / Advice

• Townscape Heritage Initiative (HLF) • Shepway Business Advisory Board • Hythe Town Team • Start-up and Business Support (Proactive) • Heritage Strategy (to be commissioned) • Inward investment and Locate in Kent • Up on the Downs • Strategic and Key sites for retail and employment use • White Cliffe Countryside Partnership ...(Local Plan, Employment Land Review) • A Town Unearthed (successful HLF) • Romney Marsh Partnership • Great British High Street • Kent Invicta Chamber of Commerce • Romney Marsh Partnership • Pro-actions Business Briefings • Folkestone Coastal Community Team • Shepway Apprenticeship Scheme • Roger De Haan Charitable Trust • Shepway District Council • Shorncliffe Trust • New Romney Town Council • Dymchurch Parish Council • Creative Foundation Marketing / Branding / Visitor Destination Business Broadband / Connectivity

• Growing calendar of other local events • Superfast broadband • Hythe Town Council promotional and civic activities • CCTV in town centre • Tourism Destination Management Plan (delivered) • Hythe Works (SDC ED website) • Hythe Business and Tourism Association • Cycle Shepway • Creative Foundation 2.5 Ambition

“Be a bustling coastal town, recognised as the central Cinque Port that engages residents, supports businesses and attracts visitors...

The vision has been developed based on the need for Hythe to change in the future. It To help deliver the vision, it is useful to consider a number of secondary visions which was generated by the Hythe Coastal Community Team, consulting with the wider will help the strategy evolve and allow partners to see that they are moving in the community. right direction.

Aim / interest Objective / theme Target / outcome / value

1. Connectivity Hythe To create a more connected Hythe, improving Integrating connectivity to and within Hythe transport and high speed broadband connectivity Improving high speed broadband connectivity to sustain a growing population Exploring multi-mode transport integration

2. Identity Hythe To develop a cohesive Hythe brand identity to Repositioning a distinct identity increase its recognition and diversify employment Identifying a creative cluster base Supporting business start-up and growth

3. Tourism Hythe To improve visitor numbers and visitor experience, Marketing a tourist destination by positioning distinct packaged oﬀers Creating a Heritage visitor package Enhancing a Food and Drink visitor package

4. Community Hythe To create a sense of place for the community to Encouraging young and old to explore, learn and be active improve quality of life and reﬂect the needs of the Identifying housing needs social mix for young and old Creating focal point(s) to gather and share Enhances and creates local distinctiveness and reinforces a sense of place Responds to local character Makes a positive contribution to the public realm

5. Partnering Hythe To partner and engage with like-minded local Co-promote positive diﬀerences to the individual public realms communities to respond to collective needs Marketing united coastal community teams Listening to provide connective community facilities “ History buffs can visit the skull-packed ossuary in the 10th century St. Leonard's Church in nearby Hythe, the area abounds with great restaurants serving up fresh seafood 2.6 Needs of the community and the intentions of the team to meet them - vacationidea.com

2.6.1 Community Needs Intention to meet Hythe’s economic needs

Connectivity Hythe • Attract investment to create a more connected Hythe for a growing population • Improve access to high speed broadband and opportunities for older residents to acquire and develop new skills • Explore the need for multi-mode transport integration to connect the RH&DR, canal, high street and seafront

Identity Hythe • Develop a cohesive Hythe brand identity to increase its recognition and diversify the employment base • Support business start-up and growth increasing focus on high value/ high quality jobs, apprenticeships and the skills required • Build on emerging job growth and successes in the creative and heritage sectors

Tourism Hythe • Promote the High Street to improve visitor numbers and income ﬂows to the local economy • Capitalise on heritage assets to encourage more visitors to a spend longer time in Hythe and spend more money • Support the sustainable expansion of the Food and Drink oﬀer already in Hythe

Community Hythe • Create a sense of place for the community to improve quality of life and reﬂect the needs of the social mix for young and old • Improve the public realm and create focal point(s) to gather and share experiences • Identify and support the sustainable housing needs

Partnering Hythe • Partner and engage with like-minded local communities to respond to collective needs • Marketing united coastal community teams with New Romney, Dymchurch and Folkestone • Listening to provide connective community facilities that promotes access to active lifestyles, incorporate local food artisans “ History buffs can visit the skull-packed ossuary in the 10th century St. Leonard's Church in nearby Hythe, the area abounds with great restaurants serving up fresh seafood 2.6.1.1 Challenges and Opportunities for Hythe - vacationidea.com

Socio-economic needs challenges Socio-economic oppportunities

• Cater for an ageing population, sustainably delivered over 20 years • Consistent, distinct brand story for Hythe • Deliver the infrastructure required for a growing population (young • Coordinated approach with New Romney, Dymchurch and Folkestone ..and ageing population) and promote the existing nearby HS1 links • More focused, accessible tourism information • Ensuring education standards remain high • Tap strategically into a coordinated effort for the visitor economy • Sustain a stable employment base that supports start-up survival • Work in partnership with nearby towns and District to manage public realm ..rates • Focus new office development in Hythe Town Centre • Nurture high-value skills in key sectors to diversify the employment • Martello Lakes to be recognised as an employment site protected for businesses use ..base • Respond to changing work patterns, an increase in remote office working, and the need for local businesses to maintain • Appearance (dog fouling) ..an online presence with Superfast Broadband • Underdeveloped coast site in West Hythe • Promote healthy food and drink • Promote an active lifestyle, incorporate local food artisans • Skills training to deliver higher paid jobs • Promote active, safe routes to walk, cycle, access to RH&DR, ease traffic flows 2.6.2 District Shepway 2.6.2.2 Opportunities

2.6.2.1 Challenges 2.6.2.1 Challenges 2.6.2.2 Opportunities

It is imperative to maintain the historic character of Hythe • Jobs are generally lower paid, lower skilled • To build on the current and emerging economic strengths while accommodating significant and appropriate • A deficit of opportunities and workers in the knowledge • To boost productivity and supporting business growth development. That means providing for improved local ..industries • Promote further investment by maximising the value of our transport, maintaining good public services, ensuring the • Relatively low economic activity and employment rates ..assets and stimulating confidence beautiful Hythe town is preserved, and offering opportunities • Claims for Jobs Seekers Allowance is higher than the South • Improve education and skills attainment for well-paid employment. ..East average • Full time earnings are lower than the South East average and Hythe is identified as a Strategic Town to '...accommodate ..national wages significant development - in so far that it is consistent with • Productivity (as measured by GVA per job) has been running maintaining historic character - appropriate to the needs of ..increasingly behind the South East over the 12 years their wider hinterlands in Shepway, and maintaining the viability of their local transport hubs, town centres and higher- order tourism, employment and public services'. The SE LEP has a strategic economic plan (SEP). This outlines 2.6.3 Regional the LEP’s bid for its Local Growth Deal – a share of the £2bn The Shepway Policy CSD7 seeks to attract additional employ- national Single Local Growth Fund and the ‘asks’ of ment to the town, especially within the town centre. Other government to support the delivery of business and economic measures proposed in the strategy include delivering public investment in new ways. realm improvements that enhance pedestrian circulation At the sub-regional context, the South East LEP has submitted within the main retail frontage area and improving the its strategic economic plan (SEP) and European structural and The SEP outlines geographical ‘growth deals’ across the LEP setting of historic buildings. investment fund strategy (ESIFS) to government. area, including for Kent and Medway and East Sussex. These set out ambitions for significant investment over the next six Additional mixed use development will be focused to the west The SE LEP has been allocated £165 million of ESIF for the years to unlock potential through increasing housing and of the town and on the seafront. The strategy also calls for the 2014-2020 period - A European Regional Development Fund commercial development; delivering transport and broadband expansion of Hythe’s tourism and leisure industries. (ERDF) of around £83 million and a European Social Fund (ESF) infrastructure to unlock growth; backing business expansion allocation of around £83 million for skills and employment through better access to finance and support; and delivering interventions. the skills that the local economy needs. 2.7 Analysis

Strengths Weaknesses Economic/Connectivity/Regeneration Economic/Connectivity • High Speed Rail (HS1) Rail St Pancras London via Folkestone 55 minutes, via Ashford 38 minutes • Travel time to Folkestone Central or Ashford International to access HS1 to London • Accessibility and proximity to London, the Continent and major urban hubs – accessibility by • Perception of poor quality hotel accommodation. ..HS1 and road (M20). • Access within district – poor links between town and countryside • Investment by businesses, e.g.Romney Hythe & Dymchurch Railway / Hythe Imperial Hotel • Traffic on main road can be very busy •.Identity/Character • Much of Hythe looks to Canterbury, Ashford and Folkestone for services and shopping • Awareness of Hythe as a distinctive area • Identity/Character • Well established, iconic High Street • Signage and directional information poor in certain areas. • Quality and variety of contrasting coastal and countryside landscapes • Dispersion of iconic features • RH&DR, Royal Military Canal, Cinque Port Visitor Economy Visitor Economy • Range and quality of heritage assets across Hythe • Un-coordinated approach to marketing at district and local area level amongst accommodation • High profile organisations investing within Hythe e.g.Roger de Haan Charitable Trust ..providers • Diversity of quality eateries • Fragmented approach to promoting and sharing events information. • Local authority providing support to specific tourism activity in Hythe e.g. Royal Military Canal • Limited resource and funding for delivery of tourism. • Pool of talented retirees, possible volunteers • Employment/Skills/Planning/Housing • Housing sold in 2016 18% up on 2015, 30% up on 2014 • Manufacturing and distribution jobs have almost halved between 2001 and 2011 (from 442 to • Reasonable house prices, compared to London, avg is £344k (SE, £373k), Terraced £256k (SE ..231) ..£327) Semi £324k (SE, £374k) • High proportion of ageing population • Mix of employment e.g. medium-high tech industry and manufacturing, providing better paid • Uptake of second home properties ..and local full-time employment • Areas of deprivation, focused on the west of the town around Reachfields and Churchfields Environment/Public Realm Environment/Public Realm • Wide, 3km long promenade • Problems with dog fouling in specific areas. • Part of a continuous stretch of sand and shingle from Dungeness to Folkestone • Limited car parking • Attractive gardens and green spaces • Walks, bridleways and cycle ways well signposted

Opportunities Threats Economic/Connectivity/Regeneration Economic/Connectivity/Regeneration • Benefit from large scale local regeneration and building developments on Folkestone Seafront, • Lack of resource and funding to lead or co-ordinate delivery of tourism development and ..Harbour Arm. ..promotion. • Predicted boost to domestic market following Brexit: weaker pound leading to growth in • Operation Stack impacts visitor numbers/connectivity ..staycations and increase in overseas visitors • Identity/Character • RH&DR link to Otterpool • Hythe’s offer becoming overshadowed by increased profile of Folkestone • WiFi in the High Street • Visitor Economy • Building on well established networks e.g. Cinque Ports • Competition from neighbouring districts with strong heritage assets – e.g. Dover and • Visitor Economy ..Canterbury (Whitstable and Herne Bay). • Visit Kent marketing campaigns and funding bids. • Competition from neighbouring districts with strong coastal product – e.g. Thanet, Canterbury, • Link to Coastal Community Fund bid by New Romney team ..Rother and Hastings – which have blue flag beaches. • Availability of relevant national data through VisitEngland/Visit Britain • Loss of War and Peace Revival Event • Pilgrim Trail and Military connections (Heritage) • Employment/Skills/Planning/Housing • Explore more sports and leisure facilities • Second home buying • Focus on marketing • 16.1 million pensioners, up from 12.3 million nationally Identity/Character • 111,000 people aged 100 or over, up from 13,000 • Adding value to the England Coastal Path National Trail. • 9 million will need carers, up from 6.5 million • Cross-border working with Folkestone and New Romney • 1 in 4 will be aged 65 and over • Potential to develop the town square as a focus for activities Environment/Public Realm • Be recognised for Food Festival • Traffic congestion • Employment/Skills/Planning/Housing • Lack of facilities for teenagers and young adults • Stimulate design, arts and IT business (collaboration with Folkestone and Romney Marsh) • Avg. house prices in London near £1 million 2.7.1 SWOT Strategies

Hythe should...

Use its existing RH&DR and close by HS1 connectivity strengths to maximise opportunities to improve integrated links with the seafront, High Street and canal and partner with nearby communities and like-minded bodies. 01 Counter weaknesses to combat the existing un-coordinated approach to marketing Hythe’s identity to exploit its upmarket tourism, ‘best day trip’ opportunities by positioning the range of quality heritage assets across Hythe.

Leverage Hythe’s strengths as a tourism destination to minimise threats such as the loss of day visits and income from the War and Peace Revival moving, and expanding the successful Food and Drink Festival.

Build on the strengths of reasonable house prices, close access to London and room to develop, to counter the lack of housing provision will ensure a sustainable community oﬀer for an ageing population and younger population.

2.7.2 Data

Hythe Coastal Communities Team has used multiple primary sources of supporting data including bespoke qualitative market research. References to these sources of data can be found in the supporting appendices. “ Over the horizon in the year 2037, things will have changed. Automation will be everywhere, work and life patterns will have changed, the UK will have long exited the European Union. Hythe's population is already older than both Shepway District and Kent, and there is no information to suggest this will change.

- Hythe Coastal Community Team workshop, February 2017 01

2037 Hythe, its future and its vision...how we plan to get there. Hythe 2037 / THE PLAN 03 3.1 Connectivity 3.2 Identity 3.3 Tourism

3.4 Community 3.5 Partnering 3.6 Barriers and Risks 3.7 Resources

For each project, we have followed a consistent checklist. An extensive list of potential projects is in the appendices. Checklist of guiding principles Checklist of purpose

• Identify common themes • Share in networks • Output is evidence based and relevant • Update changes • Ambition inclusive for whole community • Living/working- vacationidea.com document • Identify communication channels and logistics

Checklist of delivery expectation

• Identify common themes • Output is evidence based and relevant • Ambition inclusive for whole community • Identify communication channels and logistics 3.1 Connectivity

Theme/project Timescale Est. Cost Priority Level Lead/potential partners

1. Integrate connectivity to and within Hythe Short £2k - £10k High HCCT, Business Identify and promote separate walks and cycle routes for pedestrians along the promenade and “ investors/developers canal to support the case to create pop-up cycle hire and support sustainable connectivity 2. Explore multi-mode transport integration Short £5k - £10k High HCCT, Business investors, Identifying improvement for Wayfaring / Wayﬁnding for pedestrians, cyclists and cars - signage and KCC. Visit Kent, SELEP links to improve connectivity within Hythe to the seafront and High Street and across the canal

3. Improve high speed broadband connectivity Medium £5k Medium Potential lead is KCC and Feasibility study to respond to changing work patterns to increase speed for home workers by improving internet network providers coverage in black spots/rural areas

3.1.2 Actions - Connectivity Hythe

Action Term Timeframe Responsible

1. Integrate connectivity to and within Hythe • Identify and promote separate cycle route from pedestrians along the promenade and canal • Publicise opportunities to encourage cycling • Create a Hythe walking trails leaﬂet • Audit the viability of connected trails (Sea/Town/Canal/Station) promote safe routes to walk, cycle, access RH&DR • Ensure the provision of walkways/cycleways throughout the town and provide high-quality cycle storage • Promote access to High Speed 38 minutes service to London Short Six to 12 HCCT, Visit 2. Explore multi-mode transport integration months Kent • Promote and increase usage of electric boats and signage to ﬁnd them • Audit of signs from entry points to and within Hythe • Encourage change in timetable to accommodate Winter RH&DR trains 3. Improve high speed broadband connectivity • Promote Hythe’s business connectivity on hythe.works website

1. Integrate connectivity to and within Hythe • Identity improvements to existing transport infrastructure • Increase frequency of trains to Romney Marsh and link to Folkestone • Improve car parking for a growing population 2. Explore multi-mode transport integration • Investigate feasibility to open up Hythe to Rye Canal route • Revitalise connections to the High Street, canal and seafront - introduce cycle rickshaws Medium Five years HCCT, KCC • If required repositioning of signage at Hythe entry points 3. Improve high speed broadband connectivity • Introduce Free WiFi in Hythe High Street as a recognised /hot spot • Investigate feasibility of having superfast broadband spots for resident workers so over time they can don’t need to drive to ...work outside Hythe as much

1. Integrate connectivity to and within Hythe • Connect Fisherman’s beach to Dymchurch Road Long 20 years HCCT, RH&DR • Land Train from RH&DR to Hythe town centre 3.1.3 Performance measures

Definition of measure Term Timescale Coastal Community Fund Indicator

Improved use of business space Short Six to 12 months Business

Identiﬁed infrastructure funding through the South East Local Enterprise Partnership Short Six to 12 months Co-ﬁnance

Public realm created or improved - wayﬁnding maps to show interconnectivity across and within Hythe Short Six to 12 months Infrastructure

Increase numbers of residents and tourists cycling and walking Medium Five years Tourism

Start-ups supported accessing high-speed broadband Medium Five years Business

Fewer commuters leaving Hythe for employment, working from home Medium Five years Jobs

Increase business sales - improved coverage of high-speed broadband Medium Five years Business

Sustainable transport - increase use of cycles along the promenade Medium Five years Environmental

Sustainable transport - increased use of boats along the canal Medium Five years Environmental

Public realm created or improved - improved access to car parking Medium Five years Infrastructure

Secure developer contributions to improve transport infrastructure Medium Five years Co-ﬁnance

Public sector funding - additional funds for new trains Long 20 years Co-ﬁnance 3.2 Identity Hythe

3.2.1 Theme/project Timescale Est. Cost Priority Potential Partners

1. Reposition with a distinct identity Short £2k - £5k High Business Community, Manage the repositioning of a distinct Hythe identity/logo that reinforces Hythe’s Visit Kent, HTC values to help deﬁne its key messaging to include its unique heritage assets and values

2. Support business start-up and growth Short £2k to £20k High SDC Ensure Hythe is well represented and Hythe businesses are promoted through the asset transfer online portal Hythe.works to help build a case to position an Independent High Street oﬀer to enter and win ‘Great British High Street’ awards

3. Identify a creative cluster Medium/Long £2k - £5k Medium SDC, Locate in Kent Identify the need to nurture high value creative hub/cluster to recognise the creative design, art and IT skills and businesses in Hythe 3.2.1 Actions - Identity Hythe

Action (see full listing in Appendices) Term Timescale Responsible

1. Reposition with a distinct identity Short Six to 12 HCCT • Refresh and launch the Hythe brand on Hythe Town Council website within six months months • Redeﬁne values and reposition by communicating to key stakeholders and local and regional media in a media pack and digital ///toolkit

2. Support business start-up and growth • Investigate the entry requirements and build a case to enter the ‘Great British High Street’ awards • Identify potential sponsorship and marketing opportunities with private investors • Encourage the birth and growth of new businesses through promoting local support on oﬀer, for example Live Chat on ...hythe.works website, or its replacement, Hythe.Works

3. Identify a creative cluster • Stimulate take up of more creative design, art and IT skills and businesses apprentices through the Shepway Apprenticeship ...Scheme • Provide business support dedicated to the creative sector provided to district based businesses through the online portal ...Hythe.works • Promote and identify where start-ups can hot desk in Hythe, particularly the High Street to nurture high-value skills

1. Reposition a distinct identity Medium Five years HCCT, SDC • Refreshed brand marketed across local media/inﬂuencer channels • Consider marketing Hythe at London stations - 1930s style public transport (rail / sea) advertising. art deco, modern twist design ...to attract interest in the location

2. Support business start-up and growth • Encourage the birth and growth of new businesses through promoting local support, for example Live Chat on Hythe.works ...website • Promote Martello Lakes as a recognised as an employment site protected for businesses use • Position and promote Hythe as a Strategic Town to accommodate signiﬁcant development

3. Identify a creative cluster • Identify and promote the reuse any empty retail or business space on the High Street to encourage the employment in the Creative Digital Media & IT sectors • Create and promote digital support packages to raise virtual proﬁles dedicate to this cluster 3.2.2 Performance measures - Identity Hythe

Definition of measure Term Timescale Coastal Community Fund Indicator

Number of hits on the Hythe Town Council website Short Six to 12 months N/A

Increase in site traﬃc to Hythe’s pages on Folkestone.Works website and subsequently its replacement, Hythe.works Short Six to 12 months N/A

Increase in features in local or regional media to achieve greater recognition Short Six to 12 months N/A

Private businesses supported - engagement and proﬁling Hythe business ambassadors Short Six to 12 months Business

Promote diversifying the oﬀer of the independent High Street Short Six to 12 months Business

Increase in private sector partnering and funding to leverage more promotion Short Six to 12 months Leverage

Increase tourism events supported in Hythe Town Centre Medium Five years Tourism

Private businesses supported - increase footfall in local shops on the High Street Medium Five years Business

Increase in business sales - improve High Street retail performance Medium Five years Business

New business starts - reduction in shop vacancy rates within the town centre Medium Five years Business

Reduction in number of empty shops Medium Five years Business

Increase in visitor numbers - Win Great British High Street award Medium Five years Tourism

New businesses started - empty retail space used for business hot-desking Medium Five years Business

Increase in visitor numbers - recognised as an award-winning vibrant High Street Long 20 years Tourism 3.3 Tourism Hythe

3.3.1 Theme/project Timescale Est. Cost Priority Potential Partners

1. Market a tourist destination Short £2k High HCCT, Visit Kent, Visit Create a Hythe Destination Management Plan based on the Shepway Destination Britain Management Plan to identify and engage with Hythe tourism ambassadors and independent business advocates to develop packaged strategies

2. Enhance a Food and Drink package Short £2k to £5k High HCCT, Visit Kent, Visit Promote and enhance the Hythe Food and Drink package - position as a coastal food Britain, Produced in Kent and drink destination, incorporating artisan food providers and outlets

3. Create a Heritage visitor package Short £10k Medium HCCT, Visit Kent, Visit Develop a Heritage strategy - promote and enhance the distinct Hythe Heritage and History package, introduce tours Britain “ History buffs can visit the skull-packed ossuary in the 10th century St. Leonard's Church in nearby Hythe, the area abounds with great restaurants serving up fresh seafood

- vacationidea.com 3.3.2 Actions - Tourism Hythe

Action (see full listing in Appendices) Term Timescale Responsible

1. Market as a tourist destination • Audit and improve provision of printed and digital tourism information Short • Hythe Tourism Website (refresh) - update content, benchmark other tourism related website about Hythe Six to 12 HCCT, Visit Kent, Kent • Champion existing visitor attractions and promote existing visitor accommodation and encourage more to set up months Invicta Chamber of • Identify and secure funding for a shared tourist office or person Commerce • Develop a Hythe business ambassadors listing and encourage sign-up • Secure business ambassador and resident advocates testimonials / endorsements • Reuse an empty retail or business space on the High Street to help diversify and promote the Hythe visitor offer • Identify social media channels to engage with tourism information about Hythe encouraging a ‘best day trip’ campaign • Identify potential benefits of SDC’s Visit Kent Investor membership • Identify and promote the popular boutique and lifestyle hotels in Hythe that could attract more young professionals to visit and ...stay over

2. Enhance a Food and Drink package • Engage and support the Food and Drink festival team to help increase visitors • Secure additional funding to expand the Food and Drink festival offer and delivery • Reuse an empty retail or business space on the High Street to help diversify and promote the Hythe offer and key events like ...the We Love Hythe Life Food Festival • Encourage affiliate links with local restaurants - a club concept ‘Hythe tastecard’ offering discounts or offers • Consider the viability of seasonal Food and Drink pop-ups along the seafront, canal and the underdeveloped areas • Celebrate Hythe’s award-winning healthy Food and Drink and independent eateries on and around the street in the media ...online and in print

3. Create a Heritage visitor package • Consolidate content that champions the existing Hythe heritage visitor attractions and unique heritage assets - for example, ...Cinque Ports has historic interest, Royal Military Canal has cultural interest and St Leonard’s Church is a local landmark • Audit the potential to promote the strategic historic connections - celebrating famous people of Hythe (past and present); ...... military history, eg garrison, Small Arms School, Royal Military Canal • Audit the potential to promote war walks by engaging with Imperial War Museum to tap into WW1 and Napoleonic stories, ...Warhorse @ Shorncliﬀe, Sharpe @ Shorncliﬀe, role of the canal

1. Market as a tourist destination Medium Five years HCCT, Visit Kent, Folke- • Tourism app for smartphones, consider a young person Hackathon. Link to New Romney promotion stone and Hythe Tour- • Visitor centre - funding for shared tourist oﬃce or person, maybe an existing shop on the High Street ism Association

2. Enhance a Food and Drink package • Identify national tourism campaigns - Visit England tourism promotion; piggy back on Visit Kent marketing campaigns • Consider an equivalent of a yearly event such as ‘brocante’ engaging the whole town like Lille

3. Create a Heritage visitor package • Pilgrimage trail walking route (churches) from Hythe to Canterbury • Seasonal pop-ups - along the seafront, canal and the underdeveloped coastal points 3.3.3 Performance measures - Tourism Hythe

Definition of measure Term Timescale Coastal Community Fund Indicator

Ascertain Hythe’s visitor numbers, spend, perception, value Short Six to 12 months Tourism

New visitor expenditure - increase spend in Hythe’s restaurants and pubs Short Six to 12 months Tourism

New tourism events supported - collation of complete suite of Hythe’s tourism information Short Six to 12 months Tourism

Apprentices created - increased employment in tourism and retail Short Six to 12 months Skills

Increased tourist spend - sharing full listing of accommodation provision in Hythe Short Six to 12 months Tourism

New visitor expenditure - new visitor expenditure and increased visitor numbers Medium Five years Tourism

New visitor expenditure - increased footfall at attractions Medium Five years Tourism

New visitor expenditure - increased length of visitor stays Medium Five years Tourism

New visitor expenditure - increased hotel occupancy rates Medium Five years Tourism

New tourism facilities created/visitor attractions opened Medium Five years Tourism

Investment in new visitor accommodation to increase staying visitors Medium Five years Tourism /Co-ﬁnance

Apprentices created - increased employment in tourism and retail Medium Five years Skills

Top 10 visitor destination to promote the Hythe visitor experience Long 20 years Tourism 3.4 Community

3.4.1 Project Strategy - Community Hythe

Theme/project Timescale Est. Cost Priority Potential Partners

1. Encourage young and old to explore, learn and be active Short £2 to £10k Medium HCCT, Visit Kent Develop an intergenerational project to promote the positive inﬂuence of older people e.g. older residents educating young people about local history and the local coastal community

£10k to £25k Medium HCCT/SDC 2. Create focal point(s) to gather and share Short Identify more useable public space to create a focal point(s) to gather and share public art, local community performances and regular town centre activities in and around the High Street in Hythe

3. Identify housing needs Long £10k Medium HCCT/SDC Review housing provision to identify future ﬂexible and aﬀordable housing sites through consultation and surveys 3.4.2 Actions - Community Hythe

Action (see full listing in Appendices) Term Timescale Responsible

1. Encourage young and old to explore, learn and be active Short Six to 12 HCCT, local residents • Survey the need to educate young people about local history months and volunteers. com- • Identify and tap into the pool of talented, retired residents who might be the educators munity groups • Survey the interest in displaying creative public art (young and old) and identify viable locations within Hythe • Share survey ﬁndings to support new projects and access to funds

2. Create focal point(s) to gather and share • Revisit previous feasibility studies to create local public realm areas • Consult with community groups to identify the demand for promenade seasonal events • Consult with the community to identify more useable public space for example revisit a feasibility study to create a public ...bandstand by the canal • Consider a strategy to have a pop-up outdoor cinema theatre by the canal / live streaming of local events like the Venetian Fete

3. Identify housing needs • Review Shepway District Council plans for housing development in Hythe and understand full potential of underdeveloped land • Engage with the local community to ascertain their future housing preferences

1. Encourage young and old to explore, learn and be active • Install public art features • Encourage local community to engage and share knowledge based skills in a coordinated programme potentially with East Kent College and local schools • Identify potential apprenticeship opportunities to make this an ongoing delivery

2. Create focal point(s) to gather and share • Initiate and encourage a calendar of live local community performances in partnership with existing community groups and Medium Five years HCCT, local investors. local businesses community groups • Identify funding or grants to support viable projects • Develop and promote regular Town centre activities on and around the High Street

3. Identify housing needs • Engage with Shepway District Council and agree policy recommendations in partnership through formal consultation events 3.4.3 Performance measures - Community Hythe

Definition of measure Term Timescale Coastal Community Fund Indicator

Number of surveys/studies commissioned and completed Short Six months to 12 months Capacity building

Number of people attending consultation events/team meetings Short Six months to 12 months Capacity building

Jobs created Medium Five years Business

New start-ups created Medium Five years Business

Public realm created or improved - dog fouling improvements Medium Five years Infrastructure

Public and green space enhancements Medium Five years Infrastructure

Engagement opportunities for residents and businesses Medium Five years Capacity building

Higher employment and skills Medium Five years Skills 3.5 Partnering Hythe

3.5.1 Projects Strategy - Partnering Hythe

Theme/project Timescale Est. Cost Priority Potential Partners

1. Market United Coastal Community Teams Short TBC Medium Confederation of the Engage with the local Coastal Community Teams of New Romney, Dymchurch and Folkestone to develop a united coastal community strategy, for example a Cinque Ports Cinque Ports Strategy and co-promotion (Cinque Port Cycle Way/Hythe ranges) NRCCT, DCCT, FCCT

2. Co-promote positive diﬀerences to the individual public realms Understand and collaborate on united projects related to the public realm in the Medium TBC Medium NRCCT, DCCT, FCCT, SDC connected area

3. Provide connective community facilities Promote the existing collective and distinct community groups and associations to Medium TBC Medium NRCCT, DCCT, FCCT, SDC work collaboratively to achieve future, planned projects 3.5.2 Actions - Partnering Hythe

Action (see full listing in Appendices) Term Timescale Responsible

1. Market United Coastal Community Teams Short Six to 12 HTC • Regularly working, engaging with the Coastal Community teams of New Romney, Dymchurch and Folkestone months • Identify and develop better collective media, press and TV and coastal community channels for example contacts like ‘Coastal Community Network’

2. Co-promote positive diﬀerences to the individual public realms • Create a united position to initiate better lighting in the local coastal connected areas • Create a united position to address dog fouling improvements • Co-promote connected walking and cycling trails and tours

3. Provide connective community facilities • Identify and promote joined up walking coastal tours • Identify and collate collective community groups and associations • Promote the existing community groups and associations • Engage with ongoing consultation about Otterpool Park

1. Market United Coastal Community Teams Medium Five years HTC • Consider a strategy to promote connected Sound mirrors at the Roughs and Dymchurch • Secure joint funding for collaborative arts for Lottery funded Great Place Scheme

2. Co-promote positive diﬀerences to the individual public realms • Co-promote the diverse and distinct public arts oﬀer across Folkestone, Hythe, Dymchurch and New Romney • Ascertain if there is a need for joint funded CCTV in united town centres

3. Provide connective community facilities • Promote the existing community groups and associations • Identify the need for collective improvement in local health facilities • Partner with the Otterpool delivery team to ensure the new services will serve a wider area than just Otterpool Park

1. Market United Coastal Community Teams Long 20 years HTC • Secure joint funding for collaborative arts for example from Lottery funded Great Place Scheme

2. Co-promote positive diﬀerences to the individual public realms • Work with planners, designers, artists over time to deliver place making that has sustainable long term beneﬁts

3. Provide connective community facilities • Promote the existing community groups and associations • Developing the business case for a new holiday village as part of the Otterpool Park development 3.5.3 Performance measures - Partnering Hythe

Definition of measure Term Timescale Coastal Community Fund Indicator

Community cohesion, feedback on community surveys completed Short Six months to 12 months N/A

Engaging with Otterpool community communication channels to support a connected Short Six months to 12 months N/A community

Improvement in canal water quality to EU standard Medium Five years Environmental

Increase in engagement with the arts to help encourage new tourism events Medium Five years Tourism 3.6 Barriers and Risks

Barrier/risk Impact Likelihood Overcome

Failure to attract funding High Medium Acquire knowledge and exploit funding opportunities

Shortage of skills Medium Medium Collaborate with public, private and voluntary sector

organisations

Insuﬃcient partnership collaboration High Low Consultation and regular engagement

Insuﬃcient staﬀ and volunteers High Low Project managed coordination

Lack of private investment High Medium Engage with private investors that would co-fund

Identify gaps in evidence early on and commission studies

Feasibility studies reveal the cost of projects uneconomic or unjustiﬁable High Low Liaise with SDC to gain guidance on how best to secure

Failure to access grants to support projects High Medium grants

Infrastructure delivery High High Prioritise infrastructure projects and plan delivery 3.7 Resources

• The plan will be delivered by a collaborative partnership of public, private and voluntary sector organisations, supported by local community involvement. • The HCCT will oﬀer volunteering opportunities and tap into knowledge-based skills and passion of the already well-connected community. • Each project has or will have project plan that details resource allocation.

Responsibility Lead Organisation Description

Delivery and ownership Hythe Coastal Community Team The HCCT will have ownership of the Plan and be responsible for working with wider partners to disseminate its contents.

Project prioritisation and development Hythe Coastal Community Team and partner The HCCT will be responsible for monitoring and prioritising projects. Support from partner organisations will also be required on a project by organisations project basis. Partner organisations may take the lead on speciﬁc projects.

External funding Hythe Coastal Community Team with support The HCCT will take an active role in understanding what funding is available, it will also be the responsibility of partner organisations to from Shepway District Council inform HCCT of any relevant funding that becomes available.

Project delivery Partner organisations The HCCT has limited resources to deliver all projects. It is anticipated delivery will be the responsibility of the relevant partner organisation(s). Communications 04 4.1 Consultation 4.2 Future Engagement with the Coastal Communities Alliance

4.3 Funding 4.4 Maximising Resources and Costs 4.1 Consultation 4.1.3 A journey, not a 4.2.2 Communications destination Media

4.1.1 Community While huge efforts have gone into creating this initial Hythe Town Council has already established a dedicated area document, it is intended that it will develop and change. This of its website for the Coastal Communities Team project at engagement will include further consultations with the wider community http://www.hythetc.kentparishes.gov.uk/hythe-coastal- and community groups, including quantitative research (using community-team/. As the project continues, this site will be the qualitative research as a pilot study to understand the used as an information repository. Regular emails are sent to The current Hythe HCCT Plan has been based on the outcomes issues). team members to provide the latest news. The team has from regular community engagement meetings of the Hythe engaged with local media (with a local magazine editor and Coastal Communities Team. In addition, Shepway District newspaper reporter also part of the team). Briefings, press Council, New Romney Town Council, independent local releases and meetings have all been used. For residents who businesses, the Coastal Community Alliance, Salus Group, Age 4.2 Future engagement with do not use digital media or read newspapers, Hythe Town Concern, Hythe Town Council and many local business and Council physical noticeboards have been regular updated voluntary organisations have been directly consulted in the the Coastal Communities with news, and councillors were briefed to discuss it with detailed preparation of this Plan. Alliance their constituents. 4.1.2 Structured attitude research 4.2.1 Commitment “Hythe is unique. It has an The team commissioned two sets of structured qualitative Hythe Coastal Community Team is a member of the Coastal attitude research. Salus Group provided research with youths Communities Alliance and intends to be active in sharing open sea front with no aged 14 to 17, and AgeUK helped with older people. All of the updates on the CCA website. A representative of the team input and qualitative research findings have been recorded attended the Coastal Culture Network reception in the House shops and clear views along and has informed the scope, direction and actions of the HCCT of Commons in February 2017 and intends to be at the Hull Plan. conference in late April. the coast. 4.2.3 Working with other 4.2.5 Future Team Activity 4.2.6 Key partners have Coastal Communities Teams been and will continue to be:

The Hythe Coastal Communities Team believes that joint The Hythe Coastal Community Team will meet at least Hythe Town Council working with the teams at nearby Folkestone, Dymchurch and quarterly or earlier if there is a need, to progress and drive Folkestone Town Council New Romney are critical to success. There has been regular projects forward. The team will amend and develop the contact already, and it is intended that this will continue. In engagement plan further to involve not only prominent Dymchurch Town Council particular, Hythe’s central role as the head Cinque Port is stakeholders but also those who are not conﬁdent with their helping all of its fellow members of the Confederation with communications. As momentum builds and the ﬁrst projects New Romney Town Council their tourism plans. start to happen, we will encourage – and expect – websites of Folkestone and Hythe Tourism Association other organisations to also publish our good news. Kent Invicta Chamber of Commerce 4.2.4 Communications with East Kent College the community Shepway District Council

The team already has a good cross-section community repre- “Local Government can contribute further in its support for coastal sentation. They have engaged with their own networks and communication channels for information dissemination. communities by continuing to take leadership and support partnership The plan and projects will be shared through these channels, their websites, social media and other face-to-face networks to working to bring forward regeneration initiatives. To perform this successfully, encourage stakeholders and local residents to get involved and contribute in the evolving development and delivery of the councils need to be sufficiently resourced and not disadvantaged by changes prioritised projects. to local government finance, including localisation of business rates. Along with the minutes of all meetings, the plan and progress updates on individual projects will be posted on the Hythe Town Council website. - Dr Katharine Harvey, Shepway District Council Head of Economic Development 21 September 2016 4.3 Funding

• Funding the projects and action within this plan will be the biggest challenge to the HCCT and partners, various funding sources ares shown here.

Area Source Value Timing Focus

Local Hythe Town Council Section 106 Not set value On-going Public Open Space, Aﬀordable Housing, Education, Highways, Town Centre Improvements Shepway District Council £2,000 (per Councillor) On-going Wide ranging, social community Shepway District Council Apprenticeship Scheme £0.1m 2017/2018 Vocational skills, upskilling, social inclusion Roger De Haan Charitable Trust No set value On-going Wide ranging

County Combined Members Grants £20,000 On-going Wide ranging Kent and Medway Fund £50,000 - £500,000 2017/2018 Job creation, expansion

SELEP ERDF £82.5m 2015-2020 Enterprise, innovation trade ESF £82.5m 2015-2020 Vocational skills, upskilling, social inclusion EAFRD £14.5m 2015-2020 Rural enterprise and skills

National Arts Council England £1,000 - £100,000 Ongoing Art-related activities Coastal Community Fund £90m 2017-2021 Coastal Community Fund Coastal Revival Fund £50,000 - £3m May be available Department for Communities and Local Government Discover England Fund £40m 2016 - 2019 Visit England Heritage Lottery Fund No set value Ongoing Young Roots, Kick the Dust, Skills for the Future, Shatring Heritage, Sports, Arts, Awards, Heritage Heritage Lottery Funding No set value Ongoing Heritage Grants, Heritage Enterprise, Townscape Heritage, Landscape Partnerships, Grants for Place of Worship Housing and Communities Agency No set value 2020 Delivering the Government’s commitment of a million new homes by 2020 Interreg IVa 2 Seas Programme €241m 2014 - 2020 European Territorial Cooperation Programme covering England, France, the Netherlands and Belgium (Flanders) Other Sport England £15m 2017 Community Asset Fund Crowd funding No set value Ongoing Wide ranging Local developer contributions No set value Ongoing Wide ranging Private investors No set value Ongoing Wide ranging, match funding 4.4 Maximising Resources 4.5 Consultation and Managing Costs The current Hythe CCT plan has been based on the outcomes • Future regular meetings will be extended to the wider from regular community engagement meetings. In addition, community and stakeholders as and when appropriate. Shepway District Council, New Romney Town Council, independent local businesses, Coastal Community Alliance, Salus • Hythe Coastal Community Team will meet regularly to review Through continued collaborative partnership, public and Group, Age Concern have been directly consulted in the progress and drive projects forward. An engagement plan will private sectors are united on delivering activity through a detailed preparation of this plan. (See Salus Group and Age involve key stakeholders for planned quarterly meetings to structured approach. This includes the Shepway District Coun- Concern consultation surveys). harness policy connections and to support the delivery of cil Economic Strategy and now the HCCT Plan which has been projects. developed in close consultation with Shepway District • All of the input and qualitative reserach findings have been Council. recorded and has informed the scope, direction and actions of • Hythe Coastal Community Team will also encourage partners the HCCT Plan. to make use of their own websites and social media to • Shared services, use of technology, office space will be .. communicate progress to the wider community. ..encouraged to avoid duplication of effort. • Further consultations with the wider community and • HCCT also needs to consider how to generate income to community groups will be undertaken as the plan evolves as a ..sustain future projects such as selling advertising space on living and working document. ..the Hythe Town Council website. Key Community Partners Proposed HCCT outcomes: With Key Partners • Hythe Town Council • Folkestone Town Council • Raise awareness of funding and investment opportunities • Take joint responsibility for delivering the vision in this .. • Dymchurch Town Council The Hythe Coastal Community Team will take an active role in ..economic plan • New Romney Town Council • Share knowledge and expertise sharing updates on the Coastal Communities Alliance website. • Disseminate news and information through websites and • Folkestone and Hythe Tourism Association • Continual updates will be available via the Hythe Town ..social media • Kent Invicta Chamber of Commerce • Streamline processes by working through HCCT Council website. Press releases will be produced for local and regional media, jointly co-ordinated with nearby • East Kent College Folkestone, Dymchurch and New Romney CCTs. • Shepway District Council Logistics 05 5.1 Team Management 5.2 Support Structure 5.3 Cost Management

5.4 Sustainability 5.5 Areas of Specific Interest 5.6 Appendices 5.1 Team Management 5.2 Support Structure 5.3 Cost Management

HCCT is driven by Hythe Town Council. An agenda item will be Initiating the HCCT, and evolving the development of the Hythe Shepway District Council acts as fund holder for this project, added to their meetings as the projects progress to update Coastal Community Plan have re-energised existing and the team expect to continue to use their accounting members. The council has set up a working group, whose relationships and local partnerships. assistance where appropriate. members form part of the core team. These members, together with council officers, will continue to drive the project The plan aligns with published growth strategies at the district, The Hythe Coastal Community Team is supported by Hythe and keep the impetus going. county and regional (South East LEP) level. Town Council and Shepway District Council for provision of volunteer time, meeting rooms free of charge, and officer Using email and web, minutes of the team meetings will be The proposed project to partner with other Coastal time. The team has also used meeting facilities at Romney communicated to key stakeholders. As required, there might Community Teams should bring four local towns - and the Hythe and Dymchurch Railway, AgeUK and – for less formal also be press briefings / presss releases and updates on the extended Confederation of the Cinque Ports – together, and meetings – local pubs. council’s noticeboards. provide an opportunity for all the linked communities to engage with their local stakeholders. Administrative support is Depending on the speed of project progress, and to maximise HCCT will communicate information transparently. It will detail provided by Hythe Town Council. the impact of the projects, the team might seek funding for a content relating to projects. All the information will be posted dedicated project manager or community development to the dedicated website. Shepway District Council’s Economic Development Team has officer. already proved very useful in providing strategic advice, and Depending on how rapidly the projects excalate, Hythe Coastal has indicated that it will continue to do so. We expect future costs to include an annual operating budget Community Team will seek to appoint a project manager to of £50,000, to include an upgraded, responsive website with co-ordinate the day-to-day functions to help deliver the Plan. newly generated content.

Provisionally, Hythe Town Council and core team HCCT members plan to hold a public meeting to launch the plan and encourage even more members of the local community to get involved and become active members of the Coastal “Encourage younger people by providing more places to go Communities Team. in the evenings. Make more jobs available. - Female, 20 years old 5.4 Sustainability 5.5 Areas of Specific Interest 5.6 Appendices Outside Hythe

Hythe Coastal Community Team is proud to be supported by Appendices are contained in a separate document. an extended network of supporters. It is likely that as projects become activated, people will join and leave the team. That While the genesis of this project is to help Hythe in its works to the advantage of Hythe, since the turnover will keep regeneration, Hythe Coastal Community Team believes that things fresh and dynamic, with a continuing flow of creative collaboration with others is likely to have more success than new ideas. lone working. The team would like to work with groups or networks outside its immediate geographic area in these The commitment of Shepway District Council provides long areas: term stability to Hythe Coastal Community Team. Hythe Town Council and Shepway District Council have proven that that are willing to commit officer time to the administration of the Coastal Community Team. The team has identified the Theme/project and areas of interest potential benefit of a dedicated Project Manager. 1. Connectivity 2. Identity 3. Tourism 4. Community 5. Partnering

Connecting to and Place-making Destination marketing Entrepreneurialism Arts, creative industries “You need a proper vision of within Hythe Vibrancy of High Street Heritage Heritage (buildings) Sports and leisure Sustainable transport and town centre Events Housing (aﬀordable and how to improve Hythe over High speed broadband Arts, creative industries young people) the next 30 years connectivity Male, 70 years old “ History buffs can visitLOVE the skull-packed ossuary in the 10th century St. Leonard's Church in nearby Hythe, the area abounds with great restaurants serving up fresh seafood HYTHE’S- vacationidea.com

FUTURE

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