DISCOVER COAST Champions

Tyro training, Scarborough | www.tyrotraining.co.uk | 01723 588 072 Front Cover: , Inside Cover: Scarborough chalets

Tyro Training is the commercial training division of College and offers an extensive range of training through centres in and Scarborough. In 2015, Tyro Training was commissioned by the , and East Riding Enterprise Partnership to deliver a project that would support businesses in the Visitor Economy to grow. Funding from this project (supported by European Social Fund and the Skills Funding Agency) has been used to develop the Discover Champions scheme, to undertake research into the business needs of the Visitor Economy across North Yorkshire, and to produce and publish this Participant Guide. The Discover Yorkshire Coast Champions Participant Guide is the property of Craven College (Tyro Training) and its funders. All rights reserved. No part of this publication may be reproduced, stored or transmitted without the written permission of the publisher. The publisher of this book has made every effort to ensure the accuracy of the information contained in this book. Neither the author, Tyro Training, nor anyone involved in the creation of this publication accepts responsibility for any inaccuracies, omissions or any consequences arising from the use of this publication.

Design and layout by Rob Spivey, Tyro Training Editorial by Mike Wilkinson, MJW Marketing Images supplied by Scarborough Council. Images from this publication may not be reproduced, stored or transmitted without the permission of Scarborough Borough Councli. All graphic icons supplied by flaticon.com Published by Tyro Training The Discover Yorkshire Coast Champions scheme is a programme Cayley Court of training and business support developed by Tyro Training in Scarborough partnership with Scarborough Borough Council’s Tourism Service and YO11 2YJ supported by Welcome to Yorkshire and the York, North Yorkshire 01723 588072 and East Riding Enterprise Partnership. Funding is provided via the http://www.tyrotraining.co.uk/ European Social Fund and the Skills Funding Agency. © Tyro Training 2015 Contents

Foreword...... p4 Cobble Landing, Introduction...... p5

Reflections...... p6 COAST

Stephen Joseph Theatre Fortune’s Kippers, Yorkshire Coast Map...... p8 CULTURE CUISINE Destinations...... p9 Winning Themes.....p11

Marketing the COUNTRYSIDE Yorkshire Coast...... p13 TEST YOUR KNOWLEDGE with our yorkshire coast quiz Top 10 Quiz...... p14 page 14 tyro scarborough ?- 3 - ??www.tyrotraining.co.uk?? Foreword

It’s a fascinating time for the Yorkshire Coast and whilst the area still faces many challenges, it equally has a lot to offer the visitor. From the glorious heritage coastline and beautiful rolling countryside, incorporating a national park, to its captivating cultural identity and not forgetting its delicious food and drink, locally sourced and served with a friendly face and genuine warm welcome.

This coastline has always been a big draw for tourists ever since Mrs Thomasin Farrer discovered spa waters in Scarborough in the early 17th century, establishing ’s first true seaside resort. But times and tastes move on; so here in the Borough there are exciting plans for a new multi- million pound waterpark on the town’s North Bay; a sports village on the former Weaponess coach park in the heart of the town; redevelopment of the former site on South Bay and in construction is underway on a new £25 million leisure centre that will open next summer.

In fact, the significance of the visitor economy to the cannot be over-stated, with the visitor spend in 2013 being £488 million, supporting over 16,200 jobs and attracting 6.2 million day trips. It is true to say that tourism is one of the few sectors demonstrating real growth potential nationally and since 2010 it has been the UK’s fastest growing employment sector and is the fifth largest industry.

We are a people business and first impressions are extremely important in developing relationships. The welcome and customer service visitors receive helps to define a destination. Coupled with that, you are at the front line of providing that service to visitors, therefore investing in people is the key to a successful visitor experience. This training course is all about enriching that visitor experience by providing you with improved product knowledge, so that you are able to deliver higher levels of customer service to visitors.

Please enjoy this training programme, discover more about the Yorkshire Coast and all that it has to offer the visitor and then go out and spread the word as one of our champions. This participant’s guide is for you to use during the 2-day training course but also for you to take away with you when you leave to assist you in handling visitor enquiries in the future.

Councillor Derek J. Bastiman, Leader of the Council, Scarborough Borough Council. www.tyrotraining.co.uk - 4 - tyro scarborough Introduction

Tourism is a people business. By investing in you we hope that the quality of the service you give to visitors and residents will improve. Regular training and learning are an investment that allows employees to prosper and develop their careers, while giving the organisation a truly skilled workforce and a competitive advantage in the market place. The benefits of a highly trained workforce have been shown to flow through to customers, who become more satisfied with the improved level of service, not to mention the greater productivity and increases to the business’s bottom line.

So why are you here and what do first class knowledge of the destination you hope to learn from the training and its facilities and attractions. Show course? The simple answer is a greater enthusiasm for and promote the wide understanding of the tourism offer variety of opportunities to explore on the Yorkshire Coast, together with and discover the Yorkshire Coast. improved customer service skills to take Do not forget to work with your back to your work place. As a tourism colleagues in the industry to enhance champion you will be able to better the visitor experience. Ensure visitors inform your guests on what there is have a memorable time which will to see and do, hopefully helping to make them return or tell their friends extend their stay or encourage a return and relatives what a great place the visit. You will certainly gain a better Yorkshire Coast is to enjoy a short break understanding and appreciation of the or holiday. Yorkshire Coast and surrounding area’s appeal. We need you to take it to your Finally, it is expected that you will go heart to promote it more readily than away from the training course with before this training course. Taking pride greater appreciation of the heritage in what you do and say is part of being and culture of the Yorkshire Coast. Be a Yorkshire Coast Champion. able to locate the main resorts, villages and attractions on the coast, as well The Yorkshire Coast is a great place to as suggest places for your customers live, work and visit and as has already to visit. Have a better knowledge been mentioned the visitor experience and understanding of what new is as much about people as it is about developments are taking place and places. From coast to countryside, what the area’s ambition for the future cuisine to culture, the area has a lot to is - to create a world class welcome. offer the visitors and residents alike, so it After all, holidays are about having a is important that everyone who meets great time and leaving the destination visitors becomes a champion for the having had an extremely happy area and to make sure that they have a experience - we hope you do too! tyro scarborough - 5 - www.tyrotraining.co.uk Whitby Reflections

Scarborough is still regarded as the “Queen of the Yorkshire Coast” and its attractions and facilities, ranging from museums and galleries to parks and gardens, along with Europe’s largest open air theatre, are a big hit with families. Scarborough Fair, made famous by Simon and Garfunkel in the

1960’s, dates back to 1253 when King Henry III granted the town a Charter to hold a yearly fayre for 45-days of trading in the late summer.

Nowadays you can explore the ancient ruins of Scarborough with its 3,000 years of history dating back to the first millennium BC or go back 160 million years to the time when Scarborough was the home to the dinosaurs. The now tells the story of these incredible beasts and the Jurassic coastline where they lived.

It might come as no surprise that the Yorkshire Coast’s renowned seafaring history is there www.tyrotraining.co.uk - 6 - tyro scarborough to be told, none more so than in Whitby, when streams, valleys and moorland of its whaling industry had 55 ships operating out the national park. of the harbour at its height between 1753 and 1833. The town continues to achieve national Perhaps a more sedate pastime appeals to and international acclaim for its combination visitors? If so, recommend a visit to Rievaulx of maritime, literary, ecclesiastical and Terrace and Abbey set in a tranquil valley geological heritage, combined with its just outside the market town of . It contemporary arts and cultural offerings has its own castle ruins which have recently and quaint shopping experience. Whitby’s undergone a makeover by English Heritage museum, situated in the picturesque Pannett and now has a new visitor centre. The terrace Park overlooking the harbour, is a little gem, as is a half-mile long with a Doric Temple at one is the Captain Cook Memorial Museum, gold end and an Ionic Temple at the other. winner of VisitEngland’s Awards for Excellence The former Cistercian abbey is one of the in 2013 for the best small visitor attraction. most complete and atmospheric of England’s abbey ruins. If stately homes are of interest, Filey always provides a distinct and attractive then recommend Castle Howard, set in tourism offer with its strength focusing on its 1,000 acres of the stunning landscape in classic Victorian Promenade and Crescent the Howardian Hills, an area of outstanding Gardens, as well as its 7 miles of golden sands. natural beauty. The house featured in the The town’s history is captured in the 17th 1980’s TV drama “Brideshead Revisited” century museum building in Queen Street and and has superb gardens, an adventure Cobble Landing, a fisherman’s haven, sits in playground, woodland and lakeside the wake of Filey Brigg, a natural promontory walks - it’s perfect for a family day out. with its marine life and rock pools and nature trail along the cliff top. The area is blessed with historic houses and visitors should check out Burton Agnes Hall, an Bridlington, a traditional British seaside with Elizabethan mansion built between 1598 and its harbour, stunning priory church founded 1610, that inspired Simon Jenkins, author of around 113AD and Spa entertainment “England’s Thousand Best Houses” to describe complex has an endearing appeal, the hall as “the perfect English house” and particularly its historic old town that offers one of this country’s twenty finest houses, a fascinating contrast to life on the beach. alongside Windsor Castle, Buckingham Visitors can take a quiet stroll on the High Palace, and Chatsworth House. Street and enjoy a warming cup of Yorkshire tea in the Georgian Tea Rooms or browse the Sledmere House, home to the Sykes family for many antique shops and art galleries. It is well more than 200 years, is snuggled in the middle worth stepping into the Bayle Museum to find of the and is very much an out more about the town’s historic past. eighteenth century house with its fine furniture by Chippendale, Hepplewhite and Sheraton, Inland, there is the beautiful and varied together with the splendour of Joseph Rose’s landscape of the North York Moors National plasterwork. Hall, just outside Park, which is truly a special place. Visitors can Malton is amongst the best examples of discover its ancient landmarks and picture- an English country house, combining fine perfect villages and escape to its unspoilt architecture with a wealth of art treasures. moorland, woodland and forests. Talking of forests, Dalby’s 8,600 acres is home to stunning Similarly, the National Trust’s Hall, valleys, world-class mountain bike trails, idyllic home to the Fife family in the 1920’s, is real walking routes and fun family activities. delight; so visitors can discover its past, present Go Ape! the UK’s No 1 forest adventure allows and future. visitors to climb tree tops, leap off Tarzan swings, fly down zip slides and tackle the trails On the outskirts of Hull there is Burton on a two-wheeled, all terrain Segway. Guests Constable Hall an Elizabethan House that has can travel back in time on the steam trains of been the home of the Constables since it was the North Yorkshire Moors Railway. With its built over 400 years ago. 24 mile track, it runs between Pickering The Grade 1 listed building is set in 300 acres of and Whitby, taking passengers through the parkland designed by Capability Brown. tyro scarborough - 7 - www.tyrotraining.co.uk Head Spurn Head YORKSHIRE COASTtyro scarborough Filey Scarborough Runswick 's Bay Robin Ravenscar Bempton

- 8 - Bridlington

Hull YORKSHIRE COAST YORKSHIRE The Wolds North York Moors North York National Park York Whitby Helmsley www.tyrotraining.co.uk YORKSHIREStaithes COAST www.tyrotraining.co.uk , a vantage point used by is a dream set at the foot of Moving down the coast, visitors soon arrive at Moving down the coast, visitors Runswick Bay, loved by artists and holiday- village is makers alike. This picture-postcard with rock home to a sandy sheltered bay, pools either side and pretty red-roofed houses lining the bay. Guests can visit the Methodist Chapel or the ancient village spring whilst wandering around whiling away the day. Sandsend Bank, with the majestic ruins of Whitby Abbey in the distance. The next port of call, just south of Whitby, is Robin Hood’s Bay with its towering cliffs and breathtaking views. The Bay, as it known locally, was once a smugglers paradise and it is easy to see why - it is one of the most intriguing fishing villages in the country! Ravenscar the Romans as a signal station, affords spectacular views of Yorkshire’s coastline. A century ago, a bid to build a resort to rival Scarborough came to nothing. Now, age-old kerbstones and ornate manhole covers poke through the turf, still awaiting the building of “the town that never was”! - 9 - the northernmost the northernmost Staithes,

As well as the main seaside resorts of As well as the main Filey and Bridlington, Whitby, Scarborough, individuality and charm, all with their own coves and inlets to there are numerous Way, a 108-mile explore. The Cleveland Helmsley to Filey Brigg, national trail from passes through - a place blessed with its coastal village and it seems untouched rich fishing history narrow by time with its cobbled streets, and cliff alleyways, pantile-roofed cottages top paths. Destinations tyro scarborough Withernsea Flamborough Head YORKSHIRE COASTSpurn Head Filey Hornsea Scarborough Runswick Runswick Bay Robin Hood's Bay Robin Ravenscar Bempton

Bridlington

Hull YORKSHIRE COAST Beverley YORKSHIRE The Wolds North York Moors North York National Park York Whitby Helmsley

YORKSHIREStaithes COAST Flamborough Head Moving further south along the coast passing by Scarborough and Filey to reach the imposing Flamborough Head, with the world famous RSPB Bempton reserve and its brand new visitor centre opened in 2015. It is home to 200,000 seabirds, including guillemots, gannets, kittiwakes, puffins, short-eared owls and tree sparrows. Hall and gardens, following a recent £2.5million refurbishment assisted by a £1million Heritage Lottery Fund grant, is worth a slight detour to view the 50 acres of stunning early 19th century parkland and the house’s restored Edwardian rooms on your way to Hornsea, as we by-pass Bridlington on this excursion down the Yorkshire Coast towards Spurn Point. Hornsea is one of East Yorkshire’s favourite seaside towns boasting a wide sandy beach and a bustling promenade. Just inland from the coast is Hornsea Mere – Yorkshire’s largest freshwater lake, The Hornsea Freeport retail park is on the site of the former Hornsea Pottery, and in its heyday was in the vanguard of modern design.

The lighthouse dominates the skyline of the smaller more traditional resort of Withernsea, which prides itself on the historic Pier Towers and the landscaped Valley Gardens. The lighthouse houses an interesting museum featuring Hollywood memorabilia, together with maritime exhibits. It is possible to climb the 144 steps to the top and witness incredible views of the town. Spurn Head, a 3.5 mile-long spit of chalk grassland, sand dunes and sandy beaches stretches into the Estuary from the Holderness plain and ends the journey down the Yorkshire Coast from Staithes in the north. Spurn is a national nature reserve and visitors can spend a peaceful time watching the birdlife over the . The Yorkshire Coast has great destinations offering great experiences from Whitby to the Wolds; Sledmere House to Staithes; Flamingo Land to Flamborough Head; to Golf Club with a real Yorkshire welcome to boot! www.tyrotraining.co.uk - 10 - tyro scarborough Winning Themes

Yorkshire won Europe’s Leading Destination at the World Travel Awards in 2013 beating cities, including , Berlin and Paris. The reason that the Yorkshire Coast is so popular with visitors is its unique and distinctive product, marketed under the following four winning themes :

1. Coast

Its natural beauty, coupled with its charming BBC CBeebies children’s TV programme on resorts make it a place visitors flock to every “Old Jack’s Boat” filmed in Staithes is helping year. They can simply take in the spectacular to that fishing heritage alive on the views or explore the dinosaur coastline, Yorkshire Coast. linked to William Smith the “Father of English Down the coast a few miles, the Old Geology”, who designed Scarborough’s Coastguard Visitor Centre proves to be a Rotunda Museum - the world’s first purpose- big draw to visitors arriving at Robin Hood’s built museum. Bay. Walking a few miles further south on the Whitby jet, the black gemstone made from Cleveland Way national trail, pass the remains fossilised wood is now made into jewellery of the former peak alum works - now listed crafted imaginatively in many of the town’s as a scheduled ancient monument but a lot workshops. On the sea, water sports of all quieter than when production for dyeing took kinds are possible here on the Yorkshire place in what is regarded as the birthplace Coast but surfing and sailing tend to top of the British chemical industry. The National the bill. The coast’s seafaring tradition dates Trust Coastal Centre overlooks the site from its back hundreds of years, however the name advantage point at Ravenscar and is certainly of Captain James Cook, who discovered worth a visit, as is the Scarborough’s Sea Life Australia and the Hawaiian Islands sailing on Sanctuary, where it is possible to walk with the HM Bark Endeavour, is synonymous penguins - the latest addition to the centre in with Whitby. 2015.

2. Countryside

From the rolling chalk hills of the Yorkshire and World Cup cycle trails. Pony trek to Wolds, featured in paintings by the see the countryside on horseback in the celebrated artist David Hockney, to county where race horses are trained on the heather moorland of the North York the gallops in and around Malton. Whether Moors National Park, the Yorkshire Coast’s a seasoned hiker, or someone who enjoys landscape is stunning. Coupled with this the odd ramble, there are scenic walks and contrast in scenery is the Howardian Hills an trails to suit all tastes. Wildlife too can be area of outstanding natural beauty (AONB) enjoyed here and the Yorkshire Wildlife Trust covering 79 square miles of North Yorkshire manages the Puffin Mark, a badge scheme countryside. Whether it is the peace and designed to identify businesses that welcome tranquillity visitors are in search of or an nature tourists. Natural England has also been adrenaline rush, this part of Yorkshire can working with local conservationists in the deliver on both fronts. Outdoor activities Carrs area at the eastern end of the Vale of to cater for most visitors’ interests, from Pickering in a place known as “Yorkshire’s canoeing to caravanning and extreme Hidden Vale”. So to get off the beaten track sports with Dalby Forest’s various mountain and discover special places, the Yorkshire bike trails, including the challenging Red Coast offers a great deal. tyro scarborough - 11 - www.tyrotraining.co.uk 3. Culture

If it’s arts and heritage that appeals then The town’s ecclesiastical history and the the Yorkshire Coast can cater for all tastes abbey witnessed the Synod of Whitby in from the pop stars staged at Scarborough’s 664AD that decided on the dates for the Open Air Theatre to drama at the Stephen Easter calendar. Staithes Arts and Heritage Joseph Theatre where Sir , the weekend celebrates the coastal village’s renowned playwright, was Artistic Director for links to the Staithes School, a colony of 25 many years. nineteenth century painters inspired by The theatre is celebrating 60 years of “theatre the French Impressionists. Scarborough Art in the round”, with a play performed in 1955 Gallery built in 1840 by the Uppleby Family in the town’s library theatre beginning this houses a permanent collection of paintings circle of events. Literary connections are that documents the town’s cultural heritage. not just the preserve of Scarborough, with Scarborough Jazz weekend takes place in Bram Stoker taking his inspiration for Count September at the Spa complex, which is still Dracula from a visit to Whitby. The gothic the home to the oldest seaside orchestra vampire sparked the town’s association with in the country that is over 100 years old. the Goths, who descend on the town for two Scarborough Cricket Festival, which started in weekends ever year in May and October. 1876, will hold its 130th festical in 2016.

Stephen Joseph Theatre Fortune’s Kippers Tony Bartholomew Tony Bartholomew

4. Cuisine

Fish and chips are one of the great British the first Tuesday in August is well worth a visit. institutions and a trip to the seaside is not Malton Food Lovers Market dresses the streets complete without sampling the delights of with stalls selling fresh produce in a town freshly caught fish, mushy peas and mouth- considered “Yorkshire’s Food Town”. Visitors watering thick cut chips, followed by a delicious can also take a trip to the Eat Yorkshire ice cream. However, for those who prefer a Festival held on Filey’s Edwardian Crescent. superb Sunday roast with Yorkshire pudding From cordon bleu to café-style catering, the then you need to look no further than here on Yorkshire Coast boasts the lot and any visitor the Yorkshire Coast. There are many farmers travelling to Whitby must not leave without markets in the area where visitors can buy fresh sampling Fortune’s Kippers, who have been local produce and many of our restaurants smoking kippers for 139 years. After all, the use locally sourced produce to create culinary largest tunny fish ever caught in British waters masterpieces. The Bridge Gooseberry in 1933 was caught in Scarborough and Show, established in 1800, and held annually on weighed in at 851 pounds – quite a big fish! www.tyrotraining.co.uk - 12 - tyro scarborough Marketing the Yorkshire Coast

Tourism is big business. In 2013 visitors to the www.discoveryorkshirecoast.com. Borough of Scarborough spent £488 million, E-marketing, especially social media with the British tourism industry worth £126 and podcasts to download onto mobile billion. Attracting visitors to the Yorkshire devices, is growing in popularity but print – Coast is therefore really competitive and holiday guides, trail leaflets and literature the tourism offer has to be professionally – are still used extensively. Advertising in marketed and needs to be distinctive. newspapers, magazines, as well as TV and A number of agencies and organisations radio can be effective but expensive, are involved in promoting the Yorkshire therefore press and public relations are a Coast from VisitEngland at the national really valuable tool to create awareness level, Welcome to Yorkshire dealing and coverage for the destination. with the County focus and several local authorities, including Scarborough Borough We hope this guide will be a useful start in and District Councils, together helping you understand the many reasons with the Council why people come to the Yorkshire Coast. and the North York Moors National Park. It is very much a partnership approach with We ask you to think about the top 5 reasons both the public and private sectors working you would promote to your visitors and in unison to market the Yorkshire Coast’s guests to make sure their experience is a points of difference from other destinations memorable one. and promoting what sets this area apart from the rest of the UK.

The marketing strategy is aimed at targeting existing markets, as well as new markets that show growth potential, with Beggars Bridge, the actual marketing activity concentrated on 4 main markets:

(1.) Domestic leisure; (2.) International leisure; (3.) Business tourism; and (4.) Group and travel trade.

This strategy creates a strong brand for the “Yorkshire Coast”, highlighting the major resorts of Whitby, Scarborough, Filey and Bridlington and focuses on the short break and second holiday market segments, featuring coast, countryside, culture and cuisine thematic campaigns. These are underpinned by a year round events and festivals programme, which converts the awareness and interest in the destination into visits. Marketing and promotional activity takes many forms with the main driver now being the website tyro scarborough - 13 - www.tyrotraining.co.uk Top 10 Quiz Where is yorkshire’s largest 1. freshwater lake? a. Hornsea b. North York Moors

c. Staithes Whitby How long is the north yorkshire 2. moors railway? a. 18 miles b. 24 miles c. 30 miles

Which famous playwright is associated 3. with the Stephen Joseph Theatre? a. Alan Ayckbourn b. John Godber c. Willy Russell

What Christian festival was 4. decided at Whitby Abbey in 664AD? a. Christmas b. Easter c. Lent

Which national trail finishes at 5. Filey Brigg? a. Cleveland Way b. Coast to Coast c. White Rose Way www.tyrotraining.co.uk - 14 - tyro scarborough Who recorded the song 6. “Scarborough Fair” in 1966? a. Bob Dylan b. Joan Baez

Whitby c. Simon & Garfunkel How long is 7. spurn point? a. 2 miles b. 3.5 miles c. 5 miles

Which stately home featured in the 8. 1980’s TV series “Brideshead Revisited”? a. Burton Agnes Hall b. Castle Howard c. Sledmere House

How many years of history has been 9. witnessed at ? a. 1,000 years b. 2,000 years c. 3,000 years

Which supernatural horror 10. character hails from Whitby? a. Carrie b. Count Dracula c. Frankenstein tyro scarborough - 15 - www.tyrotraining.co.uk Whitby Abbey

Tyro Training Cayley Court Scarborough 01723 588 072 www.tyrotraining.co.uk