Upland Regeneration Study Pentir Pumlumon Final Report July 2017 Authors: Nick Miller Susie Stevenson Astrid Aupetit July 2017 Pen-y-Wyrlod, Llanvetherine, Abergavenny, Monmouthshire, NP7 8RG, UK www.miller-research.co.uk | 01873 851880 | Twitter: @miller_research Upland Regeneration Study Final Report Contents Executive Summary ................................................................................................................... 2 1 Introduction ......................................................................................................................... 7 1.1 Objectives ............................................................................................................... 7 1.2 Report Structure ..................................................................................................... 7 1.3 Approach ................................................................................................................ 8 2 Background ......................................................................................................................... 9 2.1 Literature Review .................................................................................................... 9 2.2 Visitor Offer and Current Visitors ............................................................................. 9 3 Community Engagement and Evidence Gathering .............................................................22 3.1 Workshop 1........................................................................................................... 22 3.2 Workshop 2........................................................................................................... 27 3.3 Workshop 3........................................................................................................... 29 3.4 Summary .............................................................................................................. 33 4 Developing the Uplands: Projects and Prioritisation ...........................................................36 4.1 Overall Plan for the Uplands ................................................................................. 36 5 Cultural / Heritage Visitor Action Plan ................................................................................54 5.1 Introduction ........................................................................................................... 55 5.2 Cultural and heritage assets ................................................................................. 55 5.3 Vision for culture and heritage in the Uplands area ............................................... 55 5.4 Cultural and heritage: priority projects ................................................................... 57 6 Outdoor activities / sporting action plan ..............................................................................59 6.1 Introduction ........................................................................................................... 60 6.2 Outdoor activities / sporting assets ....................................................................... 60 6.3 Vision for outdoor activities / sports in the Uplands area ....................................... 60 6.4 Outdoor activities / sporting: priority projects ......................................................... 61 7 Country Life / Natural Environment Opportunities for Visitors .............................................65 7.1 Introduction ........................................................................................................... 66 7.2 Country life / natural environment assets .............................................................. 66 7.3 Vision for country life / natural environment in the Uplands area ........................... 66 7.4 Country life / natural environment: priority projects................................................ 68 8 Funding ..............................................................................................................................71 9 Monitoring and Evaluation ..................................................................................................76 03/08/2017 1 Upland Regeneration Study Final Report Figures Figure 1 Heat Map of Tourism Assets in Upland Ceredigion ............................................... 11 Figure 2 Accommodation occupancy rates by Mid-Wales and Wales, in 2015-2016. .......... 17 Figure 3 Parc Pumlumon Map ............................................................................................. 32 Tables Table 1 Visitor Attraction Numbers in Uplands area ............................................................ 14 Table 2 SWOT Analysis (Workshop 1) ................................................................................ 25 Table 3 SWOT Analysis for Workshop 2 ............................................................................. 28 Table 4 SWOT analysis of the Uplands Area ...................................................................... 33 Table 5 Summary of available funding streams ................................................................... 73 Table 6 Monitoring and Evaluation Measures ..................................................................... 76 Case Studies Case Study 1. Place Marketing Campaign for N Yorks Moors ............................................. 38 Case Study 2 The Tumble Cycle Challenge ........................................................................ 39 Case Study 3 Borderlines Film Festival ............................................................................... 41 Case Study 4 Pays Gourmand - France .............................................................................. 43 Case Study 5 The Wild Atlantic Way ................................................................................... 45 Case Study 6 Weardale Community Transport ................................................................... 46 Case Study 7 Drive Less, See More: Lake District .............................................................. 46 Case Study 8 Humble by Nature ......................................................................................... 48 Case Study 9 Cosy Under Canvas - Glamping in Newchurch ............................................. 49 03/08/2017 2 Upland Regeneration Study Final Report “Plunlummon is not a sociable country, sir; nothing to be found in it, but here and there a few sheep or a shepherd.” George Borrow: “Wild Wales: Its People, Language and Scenery”. 1862 03/08/2017 1 Upland Regeneration Study Final Report Executive Summary This report presents the findings of a tourism-focused study to explore issues around the regeneration of the Uplands area of Ceredigion. This study was initiated by Pentir Pumlumon with funding from the European Leader Programme, approved by the Cynnal y Cardi Local Action Group and commissioned by Ceredigion County Council. The brief was to undertake a baseline study of the Uplands area, and to research and develop three action plans for culture and heritage, outdoor activities, and countryside and nature respectively. In addition the study considered the infrastructure available to visitors and local people; particularly in terms of transport links. The research process comprised the following elements: • A scoping phase, including a desk-based review of available data and documents relating to tourism in the area and a series of telephone interviews with stakeholders. • A survey, circulated by tourism stakeholders, to secure a better understanding of perceptions of the area amongst visitors and local residents. • Three community engagement workshops; attended by a total of 75 local stakeholders. These sessions were held in three different locations to encourage the maximum number of people to attend, and each focused on a different theme. Baseline Assessment There is a lack of data specifically relating to the Uplands, but Visit Wales data shows that Ceredigion as a whole attracts almost 6m day visitors per year, with an average spend of slightly less than £25 per day (lower than the Welsh average of £33). The area is most popular with older couples and young families, but less so with families with teenagers or visitors in the 20-35 age group. The literature acknowledges that those who visit the area are loyal and tend to return frequently and that the rich heritage and landscape represent relatively untapped assets with the potential for further development in tourism terms. Assets The tourism offer is laid out in a T shape across the A44/A4190 corridor and on the north south route between Devil’s Bridge and Tregaron; the two main settlements, taking in Pontrhydfendigaid and other rural settlements. The main attractions include: • Bwlch Nant yr Arian outdoor centre; • Vale of Rheidol Railway; • Devil’s Bridge and Falls; • Hafod Estate and Church; • Strata Florida Abbey; • The market town of Tregaron. The hospitality offer is focused on the traditional market, with much of the accommodation provided through caravan sites and bed and breakfasts and with only limited availability of local food and drink. Whilst a good range of agricultural events takes place in the area, there is less provision in terms of arts, sporting or cultural attractions. Overall, there is the potential to upgrade and broaden the offer to appeal to a wider market. 03/08/2017 2 Upland Regeneration Study Final Report A visitor survey of 206 people was conducted as part of this research. This showed that visitors are