A New Vision for Northwest Coastal Resorts Summary Report Report produced on behalf of Northwest Development Agency by Locum Destination Consulting March 2003 Contents 1 Overview . 1 1.1 The Project . 3 1.2 Challenging Times for Resorts . 3 1.3 The Big Picture . 4 1.4 A Co-ordinated Vision . 4 1.5 A Vision for Each Resort . 5 2 Underlying Issues . 9 2.1 Building on Previous Work . 9 2.2 A Need and Opportunity for Leadership . 9 2.3 Five Reasons for Substantial Public Sector Financial Intervention . 9 2.4 Circumstances Have Changed for Good . 10 2.5 Tourism Trends Have Not Been Kind to the Resorts . 10 2.6 Tourism Still Presents Big Opportunities for the Resorts . 11 2.7 Gems Needing Polishing . 12 2.8 Take Care with Over-precise Segmentation . 12 2.9 The Necessity for Reinvention . 12 2.10 Too Much Emphasis on Tourism in Regeneration Strategies . 12 2.11 Removal of ‘Bucket and Spade’ Trappings a Prerequisite . .13 2.12 More Focus Needed on the Building-line Side of the Promenade . 14 2.13 Access Needs to be Improved . 14 2.14 New Quality Benchmarks Needed . 14 2.15 The Downsizing Challenge . 15 2.16 The Problem of Too Many Houses in Multiple Occupation . 15 2.17 Stimulating Town Centre Property Prices . 15 2.18 Successful Destinations Cannot be Successful Next to Social Deprivation . 16 2.19 Take Care with ‘Sticky Plaster’ Solutions . 16 2.20 Everyone Wants to Create ‘Icons’ – Few Succeed . 17 2.21 Inappropriate Uses for Key Sites Should be Avoided . 17 2.22 Respect for Heritage is Key to Future Regeneration . 17 2.23 A National Seaside Museum? . 17 2.24 Bathing versus Birds . 17 2.25 Working within the Regional Spatial Planning Framework . 18 3 A Framework . 19 3.1 A Four-Tier Framework for the Renewal of the Coastal Resorts . 21 a new vision for northwest coastal resorts i 3.2 Tier 1: Regional Themes . 21 3.3 Tier 2: Regional Brands Based on Geography . 22 3.4 Tier 3: The Classic Resorts Hallmark . 24 3.5 Tier 4: Visions for Individual Resorts . 24 4 Classic Resorts . 27 4.1 A Hallmark . 29 4.2 Providing a Clear Vision and Target for Stakeholders . 29 4.3 Not an Identikit . 29 4.4 Preserving the Spirit of the Traditional Seaside Holiday . 29 4.5 Possibilities for National and European Participation . 29 4.6 A Target . 29 4.7 First Priority is Quality of Life . 29 4.8 The Brand Values . 30 4.9 A Model . 30 4.10 Consistent Application of the Brand Values is Essential . 30 4.11 Achieving the Brand Values . 30 4.12 No Compromises on Quality . 31 5 Grange over Sands . 33 5.1 SWOT Analysis . 35 5.2 An Exceptionally Pleasant Place . 35 5.3 Investment Would Produce Excellent Results . 35 5.4 The Vision: A Classic Resort . 35 5.5 Upgrading the Promenade . 36 5.6 The High Street . 36 6 Morecambe . 37 6.1 SWOT.