Felixstowe Seafront and Town Centre Master Plan

• Short Term Projects

DAVID LOCK ASSOCIATES Felixstowe and Trimleys Peninsula Future Steering Group November 2007

129 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 1: STREET FURNITURE STRATEGY Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 07 EXISTING CONDITION OPPORTUNITY Provision and quality of street furniture in Felixstowe town centre and seafront is patchy. PROJECT DESCRIPTION BENEFITS Basic seating and landscaping is provided throughout, albeit rather sparsely. The Triangle A comprehensive street furniture strategy - A consistent and high quality provision of and Hamilton Road high street in the town centre and the promenade and gardens on - Covering the whole town centre and seafront from the station to Landguard Point. street furniture creates memorable image the seafront all have a basic, although minimal provision of seating benches, litter bins - Consistent specification of design, style, carefully chosen and consistently applied palette of materials, and identity, contributing greatly to the and landscaping. Signage and notice boards are more patchy still in provision. Lighting textures and colours. ‘sense of place’ columns are varied, from the distinctive to the utilitarian. Provision of public conveniences - Integration & co-location of facilities, for instance seating, bins and landscape beds - Greater provision of street furniture will is a particular bone of contention, with minimal provision, again, based on grounds of - Better provision of basic facilities in strategically locations, with more; enhance user friendliness, extending the maintenance and cost. o Seating for all. Teenagers to OAP’s have requested more places to sit and meet. length of visits – for instance provide more o Landscaping & greening – street trees, planters & hanging baskets seating and people will stay to rest a while Efforts have been made to create a consistent style and pallet of street furniture – notably o Cycle racks and then continue shopping/visiting. the metal street light columns, seats and notice boards painted in the town colours of o Public notice boards - Provision of more basic facilities (seats, Royal Blue and Gold. This collection does not appear to extend far beyond the heart of o Increased signage, especially to car parks (see Local Plan policy 11.100) which could relieve toilets, showers) will attract more families. the town centre, and again is minimal in general provision. parking demand in Hamilton Road - Quality street furniture compliments and o Public Conveniences along the seafront enhances its setting – in Felixstowe it would Felixstowe lacks some elements of street furniture – particularly ‘user-friendly - Provision of new facilities enrich its Victorian & Edwardian townscape infrastructure’ on the seafront such as beach showers which are especially useful for o Flag poles and street light banners to add colour and interest quality. families; and elements which add visual interest such as flags, flag poles and banners. o ‘Flying the Flag for Felixstowe’ – use the wind! Position colourful flags along seafront and continue - Improved visual perception. Felixstowe has a distinct lack of kiosks which is disappointing given its resort functions along length of Hamilton Road (idea: Helen Lakey, Felixstowe). - ‘Flying the Flag for Felixstowe’ – adds and potential demand for accessible small convenience booths. Lighting is another o Street lighting strategy for the high street, promenade and to spotlight specific buildings colour & interest, increases the connection missed opportunity – lighting on the promenade is physically limited in its extent (stopping o Youth ‘hang-out’ shelters in carefully selected appropriate locations between the town centre and seafront. abruptly in the West End) and dated in its style and character. o Bandstands re-established on seafront and on the Triangle. Encourage an annual ‘Festival of the Flag’. o Kiosks - Provision of more cycle racks, of a There is great scope for improvement in Felixstowe’s street furniture. o Encourage Water Features – draw on Spa Heritage and connection to the sea greater quality, especially in prominent o ‘User-friendly infrastructure’ such as seafront beach showers locations would do much to promote this o Provision of brail signage and information integrated into wider portfolio signage and public ‘sustainable’ mode of travel. information boards. - Enhanced inclusivity including for visually impaired. DETAILS CONTEXT: Seafront & Town Centre. EXAMPLES OF CHARACTER CURRENT AREA: A comprehensive scheme throughout the seafront and town centre. USES: Public street infrastructure, to meet basic needs and for betterment of townscape.

Flags add colour and interest Cycle racks

Hamilton Road Street scene Shelter and Signage at Great Eastern Square

High qualtiy street furniture & landscaping Seating, cycle racks & lighting Consistent seating, paving & street lighting DELIVERY COST ESTIMATE INDICATIONS OF FUNDING SOURCES £701,000 - see Feasibility Estimates - Costing Report Public monies, EEDA, EU? LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Consultant Urban Designers and Landscape Architects working with Local Survey of needs, identify locations for facilities, employ lead orgainisation Authority. to delivery a strategy to be implemented by contractors. Signage Town Notice Board

130 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 2: SEAFRONT LEISURE PATH Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 07 EXISTING CONDITION OPPORTUNITY The Promenade along Felixstowe seafront is one of the town’s greatest assets. The simple pleasure of ‘walking the prom’ retains popularity first established in the PROJECT DESCRIPTION Victorian heyday of the resort. The Prom stretches from Landguard Fort to Cobbolds Establishment of an inclusive, vibrant seafront leisure route Point, providing a lengthy and healthy walking attraction. The route is not continuously - Enhance existing promenade with provision of more street furniture (seats, clear of obstruction, with two blockages diverting the route. These blockages occur at signage, lighting etc.) using a consistent, high quality designed palette of the Manor Park caravan site, where the route is diverted inland away from the seafront materials, colours and textures. for some distance, and at Cobbolds Point where sea defences block the path. If these - Creation of a ‘pedestrian priority’ leisure route. blockages could be a removed the path could run uninterrupted along the leisure - Allow access to cyclists and roller bladers/skaters who give way to seafront from Landguard to Cobbolds Point and onward to Felixstowe Ferry. pedestrians. - Subtle signage to promote & inform the ‘Pedestrian Priority Route’ Cycling is prohibited from the promenade due to safety concerns. Instead cyclists must - Remove blockages along route to create continuous route from Landguard cycle on the roads set back away from the seafront, without the benefit of sea views. Point to Felixstowe Ferry. The prom is in reasonable condition but is sparsely populated with minimal street - Enhance promenade path between Cobbolds Point and Felixstowe Ferry as furniture, limited lighting and lacks vibrancy and interest. required. BENEFITS - Enhancing an existing asset. - Access for all and inclusivity for all user groups and visually impaired. - Health and wellbeing benefits. - Extension of leisure route / prom to Felixstowe Ferry - New leisure attraction to promote – ‘Walk from Landguard Point to Felixstowe Ferry’. Allow access for all - with pedestrian priority. Good signage can help. DETAILS EXAMPLES OF CHARACTER CONTEXT: Seafront location, benefiting from sea views, access to the beach and proximity to seafront leisure uses. CURRENT AREA: Promenade from Landguard Point to Cobbolds Point. Route diversion at Manor Park. Route blockage at Cobbolds Point. USES: Pedestrian leisure route only.

High quality, textured surface materials

Promenade Beach shelters - character on the prom

Bridlington Seafront (www.cabe.org.uk) Flags on the promenade, Penzance Bridlington Seafront (www.cabe.org.uk) DELIVERY

COST ESTIMATE INDICATIONS OF FUNDING SOURCES 3 phases - see Feasibility Estimates - Costing Report; Public monies, EEDA, EU? - Undercliff Road West: £850,000 - Area around Leisure Centre: £660,000 - Sea Road: £1,460,000 NEXT STEPS TOWARD IMPLEMENTATION - Commission signage & public awareness campaign to inform of ‘Pe- destrian Priority’ LEAD ORGANISATION AND OTHER PARTNERS - Check feasibility of removing blockages to route and any path im- Promenade material pallete Beach huts - an important feature of the seafront Local Authority, landscaping & rights of way officers. provements

131 Stage 1 LONG LIST OF POTENTIAL PROJECTS June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 3: ART GALLERY Short Term Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 09 EXISTING CONDITION OPPORTUNITY Whilst Felixstowe demonstrates a thriving arts scene, best exemplified by the now annual summer art exhibition on the prom, when works by local artists are displayed PROJECT DESCRIPTION along the length of the seafront promenade, Felixstowe does not currently have an art Establish a permanent Art Gallery in Felixstowe. gallery. An Art Gallery could provide year round exhibition space to promote and make better use of the localities thriving arts scene. Artists have long been attracted to Felixstowe, finding inspi- The creation of an Art Gallery for the town would be very beneficial to the town. ration in the unique coastal location and climate. Currently this pool of local talent is under Providing a permanent, year-round location to exhibit work would enrich the cultural utilized. Creation of a permanent gallery would allow the town to showcase its talents with heritage offer of the town for residents and visitors alike. exhibition space, perhaps for a permanent collection of local art and gallery space for regu- larly refreshed displays. Plans have been developed for a potential Art Gallery in the town (by Richard Grif- The Art Gallery should be accessible for residents and visitors alike, located in a prominent fiths Architects, Alan Baxter Report, October 2003), by refurbishing the Martello position on either the seafront or in the town centre. The Martello Tower conversion should be Tower ‘P’ on the South Seafront site as a Gallery with associated facilities including a pursued, but if unviable then an alternative, central location should be sought. café. Plans for this refurbishment are understood to have been put on hold due to the delays encountered with the development of the surrounding South Seafront site, as a result of pending sea defence improvements. BENEFITS - Creation of a permanent Art Gallery for Felixstowe. - Opportunity for a new local landmark building. - Utilisation & exhibition of local artistic talent, enhancing the cultural offer. - Establishment of a new leisure attraction. - Provision of additional facilities such as a café which further enhance the cultural offer. - Opportunities for establishing educational links with local schools and lifelong learning Richard Griffiths Architects proposed conversion of the tower DETAILS - Reuse of an existing local landmark – if the Martello Tower ‘P’ scheme is delivered. to accommodate an art gallery (Alan Baxter report, 2003) CONTEXT: A thriving local arts scene, strongly associated with the coastal location which provides inspiration for many local artists. EXAMPLES OF CHARACTER PROPOSED LOCATION: Martello Tower ‘P’ on the South Seafront. USES: The Martello Tower was originally built as one of a series of coastal defences. In recent times the Tower has been used as a coastal watch tower, although to- day stands partly derelict in common with the surrounding South Seafront site.

Art enlivening the public realm Sculpture installations Art in gallery

An art gallery accommodating education Engaging the community An art gallery can be a proud civic building DELIVERY COST ESTIMATE INDICATIONS OF FUNDING SOURCES £500,000 - £600,000 (Richard Griffiths Architects estimate for the Martello Arts Council grants, Local Sponsorship & EEDA. Tower scheme)

LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Reappoint architects and appoint building contractors. Monitored by Local Reappraise the feasibility of the proposal for Martello Tower ‘P’, especially Authority. in context of South Seafront. If feasible progress scheme to enable redevel- Martello Tower ‘P’ on the South Seafront, Felixstowe West End opment. If not, establish other possible locations. 132 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 4: FOOD/FARMERS MARKET LOCATION Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 010 EXISTING CONDITION OPPORTUNITY It is recognised that Felixstowe does benefit from two existing markets: PROJECT DESCRIPTION BENEFITS • a hugely popular Sunday market on South Seafront and; A Farmers’ market is a market in which farmers, growers or producers from a defined local area are present in person • a small market understood to be located in front of the Solar supermarket. to sell their own produce, direct to the public. All products sold should have been grown, reared, caught, brewed, • self-help for local & small farmers pickled, baked, smoked or processed by the stallholder. • add to local food economy Despite the town’s location surrounded by agricultural land, Felixstowe lacks a regular Good ones, allow local farmers (mostly within a 30-50 mile radius), artisan processors and community food projects • improve/maintain biodiversity farmers market. to sell quality, fresh produce direct to the customer. • make local foods available • reduce environmental impacts • Local food production is not well linked with the town. It is proposed that: • rural/urban links • There is no distinct, identified market location within the town. 1. links are made with the current organisers of the Farmers Market and current management problems resolved. • town regeneration 2. identify a preferred site for a Farmers Market - footfall, parking, access and cash machines are essential. • other retailers/food outlets benefit It is understood that a farmers market has been held in the past utilising the disused Potential locations include: • educational - awareness of farming, railway platform to the rear of the Solar Supermarket and also Trinity Church, o in the short term, down the east side of the Triangle in front of Tesco’s or underneath the platform canopy seasonality etc however these are understood to have now stopped. behind the Solar Supermarket; • fresher, locally grown foods available o In the medium to long term as part of a reconfigured Triangle. • organic/environmental issues The town will host a French Market to be located on Hamilton Road on Saturday 3. attract local farmers and producers • social, improve community spirit 17 June and then the Leisure Centre Car Park on Sunday 17 June. The market will 4. promote the market • add to tourism no doubt prove popular and will serve to highlight the latent potential for a regular 5. promote local food production through the Community Farm/Community Allotments • can be self-sustaining farmers market in the town. There is no reason why a market should come from • links with many climate change objectives. France. Their role in invigorating market towns and stimulating rural revival is undoubted. Potential market locations - The Triangle and Station EXAMPLES OF CHARACTER

Market running length of street

Street market Market in square, Cambridge Market vitality DELIVERY Potential market location - aerial view of the Triangle from the cinema COST ESTIMATE INDICATIONS OF FUNDING SOURCES Less than £50,000 EEDA The cost is limited to organisation, promoting and relevant licences. SCDC Action for Market Towns - http://www.towns.org.uk/index.php To be sustainable the stall fees need to cover outgoing expenses including insurance and promotion.

LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Town Council and Chamber of Trade and Commerce A community leader should be appointed to explore all the issues sur- rounding the Farmers Market. Work with other farmers markets in the area. For monthly markets there may be an opportunity to create a circuit for shoppers to enable them to shop each week. Potential market location - under station canopy and into car park

133 Stage 1 LONG LIST OF POTENTIAL PROJECTS June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 5: YOUNG PERSONS HANG OUT Short Term Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 011 EXISTING CONDITION OPPORTUNITY Teenagers lack venues to relax and meet friends PROJECT DESCRIPTION BENEFITS without being considered a nuisance. The provision of a designated “youth area” would only serve to reinforce stereotyped images of young people. It will not integrate all ages within the town. Existing provision for young people centres on • Provision of location for teenagers to meet and relax the indoor ‘Level 2’ Youth Club above Tesco’s on A better policy will be to diversify the leisure offer in the town offering young people a wider array of opportuni- ties. Particular attention should be given to sports, water sports and the arts. This is covered within other project • The Triangle is centrally located and highly Hamilton Road. This is not sufficient provision for sheets. accessible the young people of the town. • The location is highly visible A demand for free locations to ‘hang out’ will remain.

Young people will continue to congregate on the Triangle and it is suggested that further provision should be Teenagers tend to congregate in the Triangle and made by way of seating and adequate bin provision. are considered a ‘nuisance’ by some, particularly at The Triangle is a highly visible location controlled by natural surveillance through the high numbers of pedes- school lunch times. The skateboard ramp at Orwell trians and shops fronting the area. This is the correct location for people of all ages to meet, have lunch and Green will be a welcome addition but will only cater relax if they so wish. for a distinct section of the young community. Increased seating and bin provision is proposed as part of a wider reconfiguration of the Triangle.

The Youth Forum put forward a strong case for a ‘hang out’ location. EXAMPLES OF CHARACTER

Potential locations for ‘hang out’ seating - Triangle, seafront

Boardwalk seating

Formal and informal seating can be equally popular - seats and steps, Birmingham Contemporary seating (www.cabe.org.uk) DELIVERY COST ESTIMATE INDICATIONS OF FUNDING SOURCES £22,000 - see Feasibility Estimates - Costing Report Public space budget

LEAD ORGANISATION AND OTHER PARTNERS Current seating at the Triangle Current seating in a seafront shelter NEXT STEPS TOWARD IMPLEMENTATION SCDC and Town Council. Detailed scheme for the comprehensive redesign of the Triangle.

134 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 6: EXTENDING THE DAY Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 012 EXISTING CONDITION OPPORTUNITY The town centre and the seafront are the focus for activity between 9am and 5.30pm. Beyond PROJECT DESCRIPTION BENEFITS these hours, Felixstowe’s offer is limited. Notable exceptions are the: It is proposed that uses that extend the day are encouraged, most notably the • Build on the success of the Alex. encouragement of a café and restaurant culture in the town centre and seafront. • Extension of the day The emerging Local Development Framework should review this policy. • Extension of the towns offer for residents and visitors • Odeon cinema on the Triangle • Providing residents and visitors for a reason to remain in the town and Recent revisions to the use class order has now created new classes which allows for seafront beyond 5.30pm • Spa Pavilion a wider range of uses to be identified as appropriate whilst retaining control over • Increasing their spend within the town. other uses. These new classes separate food and drink into: • Felixstowe Leisure Centre • Increase social interaction. • Pubs on the seafront • Restaurants and cafes (where consumption occurs on the premises – use • Creation of an up market image for the town. class A3); • Making best use of climate and seafront fro the enjoyment of all. • Arcades • Hot food takeaways (use class A5) and; • Drinking establishments (pubs and wine bars – use class A4).

Back in 2002 planning permission was refused for We suggest the policy for the Primary Shopping Area is amended to allow development of A1 (Retail) and A3 (Restaurants and cafes). For the seafront, along a coffee shop on Hamilton Road. The application Undercliff Road between Bath Hill and the Ordnance A3 (Restaurants and Cafes) and was considered contrary to policy AP179 of the A4 (pubs and wine bars) should be permitted. Suffolk Coastal Local Plan which identifies Hamilton Further consideration should be given to the conversion of the beach shelters to café Road (between Orwell Road and Cobbold Road) as a Prime Shopping Area where “change of use of shops to non-shopping uses will not be permitted”. EXAMPLES OF CHARACTER

Cafe with spill out area onto street Encouraging Cafe Culture Vibrant day and evening activity in town

Hamilton Road - traffic dominated - limited spill out space Hamilton Road - busy, but traffic dominated

Cafes and restaurants enrich street Restaurant spilling out onto street Seating and meeting opportunities

DELIVERY

COST ESTIMATE INDICATIONS OF FUNDING SOURCES None None needed

LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Lack of pedestrian activity, no cafe / restaurant spill out space Deserted seafront - lack of activity SCDC Incorporation into Core Strategy and Felixstowe AAP

135 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 7: CIRCULAR BUS ROUTE Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 013 EXISTING CONDITION OPPORTUNITY DETAILS PROJECT DESCRIPTION

Physical links between the port, seafront and town An internal circular bus service linking the port, seafont, town centre, languard, Felixstowe Ferry and Trimley villages. The service could act as a Park and Ride service in busy summer months. centre are generally poor. Trips to the centre by residents and visitors tend to be car dominated. BENEFITS

Physical movements between the port and town • Reduce traffic on A14 centre are particularly limited or dominated by use • Potential reduction in car useage throughout the Peninsula. of the car. Despite the huge flows of traffic to the • Potential for reduced dominance of car in centre. port, the town centre does not benefit from any • Provide a viable alternative to the car. • Offer a physical link between the port and town. potential spend from HGV drivers. • Increase the potential for port staff to spend in the town. • Increase accessibility to Felixstowe Ferry and Languard Fort. • Linking town centre and Haven Exchange retail area. The A14 can be congested particularly at peak time with movements to and from the port. EXAMPLES OF CHARACTER In busy summer months Felixstowe Ferry suffers from car congestion.

Felixstowe benefits from car parks on its periphery but there is no alternative but to walk to the centre.

The development of a retail centre at the Haven Exchange has no link to the existing town centre and has the potential to act as a competitor to the town centre. Better links between the two are needed without detriment to the environment or port access.

High quality bus stops contribute to townscape

High quality buses, services and stops encourage use

Redress balance between cars and other uses; give priority to pedestrians, cyclists and buses >

Lack of bus services in town, especially seafront Derelict town bus station on Garrison Lane DELIVERY

COST ESTIMATE INDICATIONS OF FUNDING SOURCES £100,000 start up(?). Service may require subsidy until established Private Sponsorship Commercial funding Funding for public transport through planning obligation associated to the grant of planning permission for residential development.

LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Existing bus operator Draw on East Suffolk Travellers Association expertise. Suffolk County Council County Council negotiation with Port and bus operator. Main town bus stop - at the railway station Might be waiting a while... Port of Felixstowe SCC and SCDC seek contributions to public transport from all residential planning permissions. 136 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term August 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 8: CYCLE ROUTES Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 014 EXISTING CONDITION OPPORTUNITY DETAILS PROJECT DESCRIPTION BENEFITS Felixstowe benefits from a mixture of off-road cycle lanes, Encouragement of cycling as: • Facility for all residents • Encouragement of healthy lifestyles for all existing on-road cycles lanes • a viable alternative to the car to move around the town and; • Development of attraction for visitors and the Suffolk Coastal Cycle • as a leisure pursuit for residents and visitors to enjoy the peninsula. Route. However, a complete off-road network remains Development of a cycling strategy for the town including the: incomplete. There is untapped 1. extension of cycling routes. Off-road cycle route extensions: potential to encourage o between Spar Pavilion and Bath Hill; o through Langer Park; residents to leave the car at o along promenade/seawall (Manor Road to Undercliff Road West); home and travel by bike and o cycle track through Nature Reserve. o to encourage cycling as a 2. promotion of cycling to residents and visitors through a published Cycling leisure pursuit throughout the Route Plan. peninsula. EXAMPLES OF CHARACTER County Council Proposed Cycle Routes, See Appendix A for full size version

View north of Triangle from Hamilton Road

Cyclists currently prohibited from the promenade.

Cyclists bring vitality, Cambridge An attractive, cyclist friendly environment

DELIVERY

COST ESTIMATE INDICATIONS OF FUNDING SOURCES - Extension of Cycling Routes - see Feasibility Estimates - Costing Report: SCC - Route on existing roads/footways = £4,000 per km SCDC - New route on greenfield land = £120,000 per km Funding for public transport through planning obligation associated to the grant of planning permission for residential development. - Cycling Route Plan - mock up provided in Stage 2 project concepts - cost Sustrans? of development and reproduction dependant upon quantity required, NEXT STEPS TOWARD IMPLEMENTATION Traffic-dominated Hamilton Road - not a safe cyclist environment Hamilton Road - pedestrians and cyclists marginalised LEAD ORGANISATION AND OTHER PARTNERS Agreement of cycle routes works between SCC and SCDC. SCC/SCDC/Town Council Identification of funds. 137 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 9: GATEWAYS Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 015 EXISTING CONDITION OPPORTUNITY DETAILS PROJECT DESCRIPTION BENEFITS The entry to the town by private motor vehicle is poor. First impressions count. The gateways to the town, and the brown tourist signage, should be reviewed to • Improving first impressions of the town; determine whether: • A taster of the rest of the town – raise expectations; • Spreading visitor traffic throughout the town. • environment al improvements along Garrison Lane and High Road can aid Visitors arriving from the A14 and Candlet Road are visitors first impression of the town; encouraged through ‘brown tourist signs’ to reach • whether changes to the brown tourist signage could be made, perhaps through offering two routes to the town centre and seafront, including the use the seafront via Garrison Lane and town centre via of Beatrice Avenue. Garrison Lane and High Road West. If searching for the seafront you arrive at the Kiss Me Quick end of town, running the risk of missing the towns primary EXAMPLES OF CHARACTER seafront along Undercliff Road and missing the town centre altogether. The Garrison Lane Junction with High Road West is unattractive, notable for its range of land uses and traffic lights.

A far more attractive gateway to the town is via the tree lined road of Beatrice Avenue. This is the route your consultants have always taken.

High quality architecture forms a strong gateway on a major route into Chelsmford town centre. The massing provides enclosure to the street, and a distincitve identity, fitting for an important node in the town.

Similar architectural solutions could enhance the gateways in Felixstowe, particularly the Ordnance and station gateway. Northern gateway to the town centre, Hamilton Road Street Beach Station Road Gateway

DELIVERY COST ESTIMATE INDICATIONS OF FUNDING SOURCES Less than £10,000 SCC

LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Felixstowe Town Council and SCC Highways Felixstowe Town Council to lead review. Tourist Information Centre to survey first impressions of the town. The Ordnance, gateway to seafront

138 Stage 1 LONG LIST OF POTENTIAL PROJECTS Short Term June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 10: BEACH SHELTERS AND CAFES Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 016 EXISTING CONDITION OPPORTUNITY PROJECT DESCRIPTION BENEFITS DETAILS Conversion of the beach shelters to cafes. Conversion of the architectural • An opportunity to provide a promenade cafe both for residents and visitors; The seafront has a limited café or restaurant gems will put the buildings into a 21st century use to the benefit of residents • encouraging wider use of the seafront; offer. The resounding success of the Alex and and visitors whilst producing a revenue stream for the SCDC and FTC. • an added café society style vibrancy into the early evening; its outdoor eating area displays the potential • suitable for all the family; Precedent • income received from shelter lettings will provide an opportunity for re- for further quality eating establishments on the Eastbourne has set a precedent for such development by converting their exist- investment in the seafront; seafront. ing shelters to offer small scale food and drink with seating on the promenade • Bringing shelters back into use; and even extending out onto the beach through raised decking. The shelters • Ensuring their long-term retention and maintenance. have been an unmitigated success. Unfortunately the Alex is set back from the beach and seafront and therefore is unable to make the link between Undercliff Road, the promenade, the beach and the sea.

Beach shelters are located along the promenade Concept diagram and section illustratng the beach front cafe idea

EXAMPLES OF CHARACTER

A Beach Shelter in Eastbourne. Under-utilised and unloved before conversion to a cafe... Eastbourne Cafe, utilising the old shelter DELIVERY COST ESTIMATE See Feasibility Estimates - Costing Report; INDICATIONS OF FUNDING SOURCES Heritage Lottery Fund - Conversion of large shelters = £340,000 each approx. Commercial investment - Conversion of small shelters = £80,000 each approx. Examples of existing beach shelters and huts along the promenade. Highly seasonal, but is there year-round potential if other uses - New build unit = £680,000 each approx NEXT STEPS TOWARD IMPLEMENTATION such as cafes are considered? LEAD ORGANISATION AND OTHER PARTNERS Seek guidance from Eastbourne District Council on route to delivery. SCDC and FTC 139 Stage 1 LONG LIST OF POTENTIAL PROJECTS June 2007 Felixstowe and Trimleys Peninsula Felixstowe Project 11: TOWNSCAPE QUALITY Short Term Future Steering Group Seafront and Town Centre Master Plan Delivery SCDC01 / 017 EXISTING CONDITION OPPORTUNITY The combination of coastal location and high quality architecture and townscape formed the basis of Felixstowe’s original success. Protection and enhancement PROJECT DESCRIPTION BENEFITS of townscape quality could also be key to the town centre and seafront’s future Protection, enhancement and promotion of townscape quality. Polished nineteenth century townscape char- prosperity. acter is a big attraction for twenty-first century Protect current townscape assets through preservation of existing high quality townscape – buildings, streets tourism. Felixstowe is blessed with such char- Felixstowe’s valuable legacy of Victorian and Edwardian townscape provides a unique and spaces; acter which it should protect, enhance and character for the town centre and seafront, generating a powerful and popular - Maintain the current townscape, through schemes such as a shop front enhancement scheme as promote. This could generate fresh interest identity for local residents and visitors alike. This character is strongest in the heart demonstrated in Eastbourne. from the broader, modern, visitor market; of the town, the area of the current Conservation Area Boundary. Townscape quality - Protect against inappropriate infill developments which erode the overall composition and strength of has been progressively eroded by unsympathetic and out of character development character. from young professionals, to empty nesters, within the core area and especially towards the extents of the Masterplan study area. - Consider expansion of the Conservation Area to protect the best assets of Felixstowe’s West End (not to the ‘grey pound’, all markets with dispos- Townscape quality deteriorates rapidly and most notably towards the West End, which including the Leisure Amusements on Sea Road frontage), particularly; able incomes increasingly spent on leisure comprises a mixture of ‘cheap and cheerful’, but low quality leisure attractions and o the ‘Grid Iron’ arrangement of characterful Edwardian streets between Sea Road and Langer Road; – particularly in high quality environments – as accommodation which detract from the townscape quality. and demonstrated in Southwold and Aldeborough. o Undercliff Road West between Pier and the Ordnance – an important resident and visitor gateway The cumulative sum of the Edwardian and Victorian townscape is a strong, compact to the seafront. and walkable town core of heritage and character. This character is a valuable asset - Townscape improvement schemes such as landscaping and street furnishing – see Projects 2, 3, 10, to the town, which if protected and enhanced will improve conditions for residents 11, 12 in particular for more details. and attract visitors. Enhance the townscape character with high quality new development. This need not be of pastiche design but Plan illustrating the existing of high quality fitting of its surroundings. Conservation Area and a possible extension (dashed line) > Promote the townscape character in advertising and marketing campaigns.

DETAILS EXAMPLES OF CHARACTER CONTEXT: The Edwardian and Victorian heart of the town centre and seafront, the core of the masterplan area. CURRENT AREA: The area within the current Conservation Area. USES: Variety of retail in the town centre, with comparison and convenience stores. Small office market. Range of leisure attractions, mostly of low quality, on the seafront. A mixture of residential properties throughout both the town centre and seafront.

Characterful Sea Road frontage - an example of Felixstowe townscape character which is not currently protected within the Conservation Area

DELIVERY

COST ESTIMATE INDICATIONS OF FUNDING SOURCES Between £50,000 - £250,000. Heritage Lottery Fund, Street Frontage Improvement Schemes, English Heritage & Civic Trust grants.

LEAD ORGANISATION AND OTHER PARTNERS NEXT STEPS TOWARD IMPLEMENTATION Townscape expertise and guidance from Heritage architecture consultants Consult local Civic Society and relevant Officers to jointly develop strategy. and public sector including, District Council officers, the Civic Trust, English Widen the Conservation Area in the Local Plan / LDF to include the ‘Grid Heritage and the local Civic Society. Iron’ arrangement of characterful resort heritage streets between Sea Road Examples of existing Felixstowe townscape character and Langer Road. 140