destination management plan 2014 -...

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DESTINATION MANAGEMENT PLAN 2014 - 2016

Sunrise over Windermere. Photographer : Stewart Smith

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Destination Management Plan:

The Visitor Economy Action Plan for Cumbria 2014-16

Contents:

Page:

3 1. Introduction

2. Process and Partnership

4 3. Strategic Framework

3.1 VisitEngland: A Strategic Framework for Tourism 2010-2020 3.2 The Tourism Strategy for Cumbria 2008-18, Making The Dream A Reality: 3.3 The Management Plan for the Lake District National Park 3.4 Cumbria LEP’s Strategic Economic Plan

7 4. Tourism Volume and Value

4.1 Tourism in the UK 4.2 Tourism Businesses 4.3 Tourism Jobs and Growth 4.4 Tourism in Cumbria

11 5. Industry Performance

5.1 Tourism Business Survey March 2012 5.2 Occupancy Surveys 5.3 Visitor Attractions

14 6. Consumer Trends and Market Forecasts

16 7. Tourism Challenges and Opportunities

17 8. Targets and Performance Indicators

18 9. Future Investments and Plans - Priorities for Action

9.1 Major Tourism Investment Proposals

20 Tourism Investment Proposals - Details

21 1. Barrow and South Lakeland

30 2. Western Lakes

35 3. Eden and North Pennines

40 4. Carlisle and Hadrian’s Wall

46 Countywide

49 Appendix 1: Consultees

50 Appendix 2: Criteria for Appraisal and Prioritisation

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Destination Management Plan:

The Visitor Economy Action Plan for Cumbria 2014-16

1. Introduction

Although prepared by Cumbria Tourism, The Destination Management Plan [DMP] is an action plan for all the public and private sector organisations involved in delivering the visitor experience in Cumbria [as distinct from the Business Plan of Cumbria Tourism]. Through a comprehensive consultation programme, it sets out at a strategic level the aspirations, spending programmes and key actions of all the stakeholders with a responsibility or interest in the visitor economy. The Destination Management Plan will be used to inform, shape and influence investment plans, and key bodies (such as the Local Enterprise Partnership and Visit England), as well as provide evidence for private sector that Cumbria is worthy of new investment. This DMP covers the two year period from April 2014 to the end of March 2016.

It provides a framework and rationale for investment in one of the major, growing sectors of the regional economy. The ‘visitor economy’ embraces the total visitor experience on every step of the visitor journey. So it is not just about individual experiences and businesses – though these are critical – it is also about creating and maintaining a sense of place, delivering good service and customer care, and communicating clear, appealing messages to consumers to stay ahead of competing destinations.

The collective efforts of both the public and private sectors, and a joined up approach are essential to deliver a successful visitor economy in Cumbria. Meeting the needs of visitors also brings wider benefits for the local community. If a place is attractive to live in and offers a good quality of life then it will be attractive to visit and invest in too. The visitor economy has a key role to play in helping to strengthen Cumbria’s economy, to support the creation of new businesses and jobs in the area, through making the area attractive to new investment and skilled workers and helping to manage economic change.

A DMP was last prepared for Cumbria in March 2012 for the period 2012-14. Since this time there have been significant changes in the resources available to public, private and voluntary bodies together with the roles and responsibilities of a number of the organisations involved with the visitor economy in Cumbria. Cutbacks are being made in many of Cumbria’s Local Authorities with resulting reductions to the services which they provide for visitors. In some parts of the county these services have been taken on by voluntary organisations or private companies; in other areas visitor facilities have been lost.

As the Destination Management Organisation for the county we need to make sure that the environment in which the industry is operating is as positive and co-ordinated as possible; not easy to achieve in the face of reduced funding available for key services such as transport, leisure, visitor information, public toilets and footpath management. Already there are signs that several Local Authorities are looking to generate more income from visitors - through car parks and other services – to maintain statutory services and reduce the burden on local taxpayers. This could be counter-productive and drive visitors elsewhere; destinations such as Yorkshire and Scotland are working hard to pull them in and with the lure of the Tour de France and Commonwealth Games in 2014 we will need to work even harder to retain our loyal visitors and attract new ones.

The good news is that there are some strong campaigns and plans in the pipeline for 2014 and beyond which should help to maintain Cumbria’s reputation as one of the leading visitor destinations in the UK. These include the new domestic marketing campaign for Cumbria, #The Place to be, in conjunction with Visit England. Cumbria will be marketed through a range of channels - press adverts, PR, posters and web and digital – across the whole of the UK but with a little more focus on the North East and Scottish markets. Cumbria Tourism is also partnering with several other leading destinations in the UK to launch a new Fairbooking campaign aiming to challenge the growing dominance of the online booking agencies and highlight the wider social and ethical benefits of booking holiday accommodation either directly or through destination websites.

At the same time the Local Enterprise Partnership is negotiating with Government over a new Strategic Economic Plan for Cumbria for 2014-21. This will set out priorities for EU and UK Government spending in the county over the next 7 years. Cumbria’s visitor economy is a priority sector and the hope is that this will deliver additional funding for overseas marketing, upgrading attractions and sustainable visitor transport in the county.

During the DMP period there is also likely to be significant progress towards World Heritage Site designation for the Lake District. The UK Government has selected the Lake District as the UK’s nomination for inscription to UNESCO in 2016. If accepted this would mean the that The Lake District - alongside Hadrian’s Wall - would be part of an exclusive club of less than 1000 World Heritage Sites across the globe which will fast become ‘must visit’ destinations.

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Other significant developments include:

The accelerated roll out of superfast broadband - an essential tool for the industry if it is to compete on level terms with city based and overseas destinations. The ‘Connecting Cumbria’ programme which is being delivered by BT should reach much of the county before the end of 2014.

A new Cultural Destinations Marketing and Development Programme over the next three years (funded primarily by the Arts Council and Visit England) in which the potential of county’s cultural offer as an economic driver will be fully recognised and arts and culture will take centre stage in promotional activity. This will complement the push for World Heritage Site status for The Lake District.

The launch of new landscape conservation and tourism development project around Morecambe Bay. Having attracted funding from Heritage Lottery and the Coastal Communities Fund over the next few years, partners around the Bay will be working closely with the business sector to introduce new marketing and promotional materials, visitor information and orientation, welcome training and leisure trails - including a new Morecambe Bay Cycleway.

The delivery of new Management Plans for the three designated Areas of Outstanding Natural Beauty in Cumbria - notably Arnside and Silverdale, North Pennines and the Solway Coast - each with a key emphasis on managing and improving the visitor experience.

The Lake District National Park Authority is leading some pioneering work in conjunction with local businesses, residents and organisations in Valley Planning for Ullswater. This is likely to be the first of several 'All Valley Plans' to be prepared in the DMP period and which will form the basis of the World Heritage Site Management Plan..

Taste Cumbria has been awarded a grant from the Prince’s Countryside Fund to work with Herdwick farmers in supporting and developing their meat trade, and optimising the benefits of the Herdwick breed to our landscape and tourism economy. A number of new food and drink festivals will take place in Cumbria over the next two years to showcase and enhance the county’s growing ‘foodie’ reputation

The opening of new and extended attractions and facilities such as South Lakes Wild Animal Park, Zip Trekking in Grizedale Forest, Cumbria’s Museum of Military Life at Carlisle Castle, Keswick Museum and Art Gallery, Lakes Distillery at Bassenthwaite and Aira Force at Ullswater.

2014 will also see new hotel openings at The Halston, Carlisle and The Villa at Brettargh Halt near Kendal together with major investments at Abbey House Hotel, Barrow, the Cranleigh in Bowness and The Samling on Windermere.

A major show of Barbara Hepworth’s work will take place at Abbot Hall, Kendal and a 20:20 Vision Exhibition is programmed at Barrow and Grange over Sands together with the diverse programme of theatre, music, food festivals, outdoor events and agricultural shows throughout the county.

The DMP will try to capture the scale and extent of this potential investment and activity over the next 2-3 years and set out some clear priorities and direction for the industry and its partners. With public sector resources becoming even more scarce it is crucial that there is a clear plan setting out where investment is vital together with the conditions which are needed to enable the county’s visitor economy to thrive.

2. Process and Partnership

The DMP has been prepared following consultation and discussions with a wide range of stakeholders and partners across Cumbria. The consultation process began in November 2013 when stakeholders were invited to complete a pro-forma organised around the themes set out in the Tourism Strategy for Cumbria 2008-2018, with details of projects in the pipeline of relevance to the visitor economy. In March 2014 a range of partners met to review the plan’s objectives, discuss the current and proposed activity and identify key activities and projects to strengthen the visitor economy in Cumbria. The partners involved in the DMP’s preparation are listed in Appendix 1.

3. Strategic Framework

The DMP for 2014-2016 has been developed and revised to reflect the strategic priorities for Cumbria in the short to medium term, and to respond to current issues and opportunities. In particular, it is set within the context of both national and regional tourism strategies.

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3.1 VisitEngland: A Strategic Framework for Tourism 2010-2020 The Strategic Framework for England’s Tourism sets out the coordinated approach needed for the public and private sector tourism industry to work together; it highlights four key objectives. These seek to maximise tourism’s contribution to the economy, employment and quality of life in England and a target of 5% growth in the value of tourism, year on year, over the next decade. The Objectives:

To increase England’s share of global visitor markets

Marketing must build on the profile of the England brand in the world marketplace. Informed by a thorough understanding of the visitor’s motivations across target markets, it will focus on England’s most attractive destinations and experiences.

To offer compelling destinations of distinction

Tourism businesses, alongside destination management organisations, local government and relevant sectors, such as transport, must share responsibility for creating a successful destination experience.

To champion a successful, thriving tourism industry

A successful tourism industry creates new employment opportunities throughout the country and the success of the industry depends on a skilled workforce.

To facilitate greater engagement between the visitor and the experience

The tourism industry must ensure that information provision is modernised, integrated nationally, and keeps apace with advances in technology. To achieve the four objectives, a series of Action Plans (including ones covering rural tourism, marketing, accessibility and skills) have been developed by cross industry groups. These focus on the priority actions to be implemented by partners. There is a high degree of consistency between the emerging national strategy and the Tourism Strategy for Cumbria. 3.2 The Tourism Strategy for Cumbria 2008-18, Making The Dream A Reality: The Vision In 2018 Cumbria, as well as being known for world-class landscapes, will have an unrivalled reputation for outdoor adventure, heritage and culture with a year-round programme of events. Our accommodation, our food, our public realm and our customer service will reinforce our reputation as the number one rural destination in the UK. The aims in the regional strategy are about making improvements in marketing, business performance, quality, skills, infrastructure and sustainability. The strategy focuses around four key themes, underpinned by quality and sustainability.

Priorities for Action Landscape - the core Firstly, we need to develop the tourism industry in ways which do not detract from Cumbria’s special landscapes. Outdoor adventure, heritage and culture, food & drink and events - the visitor experiences. Secondly, we need to develop those experiences that sit well in our landscape and will attract visitors to Cumbria and give them opportunities to spend money. Accommodation, public realm and customer service - the basics Thirdly, we need to invest in those parts of the visitor experience that (while they are not the main reasons for people to come here) will, if we do them well, make sure our visitors have a great time. And vitally we need to make sure that people are able to get to, and around, the county easily by road, rail and air. Marketing - the means to an end Fourthly, we need distinctive marketing, to re-establish Cumbria’s leading tourism brands as appealing, modern destinations. We need to focus on the right people with a strong offer and persuade them to come here – for the first time or time and again – never forgetting they could so easily choose somewhere else.

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3.3 The Management Plan for the Lake District National Park Another plan which will have a significant influence on Cumbria as a visitor destination is the Lake District National Park Partnership’s Plan – ‘The Management Plan for the Lake District National Park 2010-2015’. The Partnership brings together a wide range of organisations with an interest and responsibility for the National Park and sets out the vision for its future development and management. The Vision for the Lake District National Park is that it will be an inspirational example of sustainable development in action. It will be a place where a prosperous economy, world class visitor experiences and vibrant communities all come together to sustain the spectacular landscape, its wildlife and cultural heritage. Local people, visitors, and the many organisations working in the National Park or have a contribution to make to it, must be united in achieving this. The plan includes a number of actions which will help to sustain a prosperous economy and create world class visitor experiences. These include

1. Developing initiatives which strengthen the market for premium farm products- focussing particularly on visitor markets

2. Improving the mobile phone infrastructure and creating open wi-fi in the Lake District’s most visited settlements

3. Developing a project plan to improve skills in the hospitality sector 4. Developing a Cultural Tourism Strategy and Action Plan for The Lake District to improve its attractiveness as a

cultural destination 5. Securing funding for an International Marketing Campaign- particularly featuring the cultural and adventure

offer of the Lake District 6. Continuation of the vital Fix the Fells programme 7. Co-ordinating and improving the car parking offer across the Lake District 8. Improving sustainable transport to, from and around the Lake District for visitors.

Other key strategies and plans which will help to shape the county’s visitor economy over the next 2-3 years include the statutory Local Plans of each District Council (and the two National Park Authorities), the Management Plans of the three Areas of Outstanding Natural Beauty (2014-19), together with the corporate and investment plans of key agencies such as the Environment Agency, Forestry Commission and Natural England. Some of the county’s major companies such as United Utilities, BAE Systems, the Stobart Group and BNFL also have major investment proposals which will have repercussions (both positive and negative) for the tourism industry. 3.4 Perhaps the most crucial influence of all will be the Local Enterprise Partnership’s Strategic Economic Plan for Cumbria. This emerging plan will set out the priority sectors and investment projects which it believes are necessary to create economic growth and new jobs for Cumbria over the next 7 years. Although not yet formally agreed by the UK Government the draft plan highlights the visitor economy as one of four key sectors with scope for further growth and proposes a programme of activity which will capitalise on growing international visitor markets. It will set out to improve Cumbria’s international recognition and appeal by using the Lake District (and its bid for World Heritage status) and the already established Hadrian’s Wall World Heritage Site as attack brands for international visitors. To achieve the full potential of this growth market, investment is required to ensure visitor experiences are of a standard consistent with the strength of the brand and visitor expectations. Key activities proposed in the draft plan include

Investment in destinations and attractions to compete on the international stage, including early investment in Roman Maryport and the Windermere Waterfront Programme

Delivering sustainable transport infrastructure and interventions making it easier for visitors to arrive and move between destinations.

Significantly raising the international awareness appeal and identity of Cumbria by hosting major, world class events and targeted marketing by Cumbria Tourism

Developing home-grown talent in hospitality and leadership skills through dedicated quality training. Elsewhere in the plan there are proposals to deliver superfast broadband and 4G mobile network coverage in rural areas, improving leisure and cultural facilities in town centres and working with the agri-food sector to establish strong Cumbrian identity through marketing and branding activities.

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4. Tourism Volume and Value

4.1 Tourism in the UK Tourism is one of the largest industries in the UK. Tourism is the UK’s sixth largest industry, with revenue from tourism contributing £134bn to the UK economy in 2012. It is also the UK’s sixth largest export earner, generating £22bn per annum in foreign exchange, and the UK’s third largest employer, with 2.72m people working in tourism-related employment (9.1% of the total employment). Despite the economic downturn over the last few years tourism is one of the fastest growing sectors of the UK economy. The UN World Tourism Organisation (UNWTO) predicts that global tourism will increase by 60% between now and 2020, driven by rapid growth in outbound visitors from BRIC countries. The UK has the potential to significantly benefit from this growth as it is currently the 7th most popular international destination for tourists. 4.2 Tourism Businesses The ONS and Skills Sector Council, People 1st, estimate that there are 249,000 tourism-related businesses in the UK, making up just under 10% of all UK businesses. While the UK has a number of very large and internationally successful tourism businesses, including the world’s largest hotel group and the world’s second largest leisure entertainment group, the industry is characterised by a very high proportion of Small and Medium Enterprises (SMEs). This is partly due to the fact that there are relatively low barriers to entry for starting a tourism business. For example, people owning a property with spare rooms can easily become a B&B without requiring significant investment to alter the property or having to employ staff. These low barriers to entry also mean that the sector is a significant incubator for entrepreneurs, especially where people have been made redundant in existing businesses. The low barriers to entry and the high percentage of SMEs in tourism is reflected in the high proportion of self-employment in the tourism industry, with 20% of the people being self-employed compared to the average of 14% for all industries. In addition, tourism businesses also have 18% of employees classified as “managers, directors or senior officials” compared to 10% across all industries. Tourism businesses have a vital role in reducing youth unemployment. Almost 40% of all people who work in the tourism industry (1.1m) are aged under 30, compared to just 22% of workers in other sectors of the economy. There are two main reasons for this. First, tourism has a large number of jobs that are part-time and occur in the evenings, thereby providing students with employment opportunities that they can fit around studying. It is therefore no surprise that tourism industry accounts for 30% of all student employment. Second, tourism businesses provide many school-leavers, especially those with few qualifications, with “stepping-stone” employment where they can learn valuable skills that can be used to gain further employment.

Source: Tourism Alliance Briefing June 2013 4.3 Tourism: Jobs and Growth

VisitBritain recently published a report by Deloitte highlighting tourism’s central role in creating new jobs across Britain. Findings include:

The tourism economy is set to grow 3.8% per annum, faster than manufacturing, construction and retail.

Direct tourism spend in 2013 is expected to reach £113bn, a 6% increase on 2012.

The tourism economy as a whole is currently worth £127bn and is predicted to grow to £257bn by 2025, which would be 10% of UK GDP.

It has supported 3.1m jobs throughout the UK in 2013 (9.6% of UK employment)

It accounted for one third of the net increase in UK jobs between 2010 and 2012 (175,000 additional jobs) - and is forecast to support 3.8m jobs by 2025.

£54,000 of spending is required to support a full time tourism job.

Forecasts are for international tourism to grow by 6% per annum, and domestic tourism by 3% each year (in real terms, adjusted for inflation).

Source: VisitBritain, Tourism Jobs and Growth: The Economic Contribution of the Tourism Economy in the UK, November 2013

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4.4 Tourism in Cumbria This map shows clearly the concentration of tourism related employment in Cumbria and in particular for Eden and South Lakeland.

(Source: ONS and Deloitte analysis). Tourism Volume and Value 2012 Tourism volume and value are measured annually through the STEAM model. This compiles and analyses data from a range of sources including bed stock, occupancy, attractions, Information Centres and visitor surveys. STEAM data for 2013 is not yet available so the most recent analysis is based on 2012 statistics. In 2012 Cumbria - the Lake District received 38 million visitors, made up of 32.8m million day trippers and 5.2 million overnight visitors. Between them, day and staying visitors combined to produce 51m tourist days. These visitors brought in £2.1 billion to the region's economy and provided employment for 31,235 full time equivalent (FTE) posts. As many tourism jobs are actually part time, or seasonal, the total number of people in tourism jobs is estimated at 53,710

1.

2012 proved to be a difficult year for the visitor economy in Cumbria. The county experienced poor weather for much of the year saw many London-focused events such as the Diamond Jubilee and the Olympics, along with a continuing squeeze on people’s finances and levels of disposable income.

1 This is estimated at 19% of all employment in the county.

Figures are supported by estimates from Business Link of 21% of employees in Cumbria in the tourist industry – equivalent to 50,111 employees (data as at Oct 2009).

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VisitEngland research during 2012 and early 2013 suggested that 9 in 10 households were cutting back on spend - and 4 in 10 report spending less on holidays. Where people were cutting back on holidays this was primarily by taking fewer, or no breaks at all, or by spending less on trips and entertainment.

It is no surprise then, that between 2011 and 2012, Cumbria suffered a drop of -4% in tourist days, and -8% in tourism revenue. Much of the decrease was as a result of changes in the day visitor market. Day visitors account for 65% of the county’s visitor days, and in 2012 there were -6% fewer day visitors - a fall of 2.2m people on the ground. Spend by day visitors also fell, by a more drastic -15%, equivalent to £193m. In contrast, the staying visitor market grew, with visitors up 2% in 2012, (an extra 90,000), and staying visitor nights up by 1%, equivalent to 120,000 nights (mainly down to visitors using non-serviced accommodation - self catering, caravans or camping). Looking at sectors of expenditure, biggest reductions were in transport (-19%) and food and drink (-12%). The choices people make in terms of how far and how often they travel is heavily influenced by fuel prices and the costs of motoring. The overall trend of an -8% decrease in tourism revenue, and -4% in tourist days is also evidenced by a number of other sources, including Cumbria Tourism’s visitor attraction monitor, which reported a drop of -9% in visitor numbers over the course of the year, and car park receipts in South Lakeland and the Lake District National Park, which were typically down by between 5-10% in 2012. District Level Analysis The following table shows tourism revenue, tourist days, tourist numbers and tourism employment during 2012 for each of Cumbria’s districts, and the county as a whole.

Allerdale Barrow Carlisle Copeland Eden

South Lakeland

Cumbria

Tourism Revenue (£m) 348.7 88.2 332.7 140.8 240.0 955.1 2105.5

Tourist Days (m) 9.10 2.92 7.71 3.97 6.41 20.54 50.64

Tourist Numbers (m) 6.33 2.57 7.05 3.00 4.13 14.89 37.97

Employment (FTEs) 5,674 1,354 4,756 2,106 3,760 13,585 31,235

South Lakeland district accounts for the greatest share of tourism revenue at 45%, followed by Allerdale at 17% and Carlisle with 16%. Visitor Type 86% of trips to Cumbria were just for the day. These visits accounted for 65% of tourist days, and exactly half (50%) of the county’s tourism revenue in 2012.

Visitor Type Trips 2012

(m) %

Days 2012 (m)

% Revenue

2012 (£m) %

Serviced Accommodation 2.59 6.8% 4.97 9.8% 503.3 23.9%

Non Serviced Accommodation 1.84 4.9% 11.00 21.7% 498.1 23.7%

Staying with Friends and Relatives

0.76 2.0% 1.89 3.7% 44.6 2.1%

Day 32.78 86.3% 32.78 64.7% 1059.6 50.3%

TOTAL 37.97 100% 50.64 100% 2105.5 100%

In contrast, staying visitors accounted for just 14% of trips, but 50% of the county’s tourism revenue. Visitors staying in serviced accommodation accounted for 7% of trips, 10% of nights and 24% of revenue, while those staying in self catering accommodation accounted for 5% of trips, but 22% of nights and also 24% of tourism revenue. This is shown graphically below.

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90

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Serviced Non Serviced SFR Day

Value and Volume by Visitor Type

Trips % Days % Revenue %

Seasonality Tourism activity and the consequent tourism revenue is subject to seasonal variations. The table below shows the differences in tourism revenue generated between the summer months and other parts of the year. There has been very little variation in revenue by quarter over the last few years. Tourism Revenue by Quarter

Year Jan-Mar Apr-Jun Jul-Sep Oct-Dec

2012 16.0% 27.8% 35.0% 21.2%

The six months between April and September generate 63% of tourism revenue for the year. July to September is the most lucrative quarter of the year, generating 35% of tourism revenue for Cumbria in 2012. July and August together account for around a quarter of the annual revenue. Weather during these important months for tourism activity plays a huge part in overall revenue volumes. Tourism Revenue by Sector Visitors spend money on a variety of things during their trip. Accommodation and food and drink are significant revenue-generators. Food and drink outstrips accommodation spend, worth an estimated £394m in 2012 – almost a fifth of all revenue from the visitor economy. Tourism Revenue by Visitor Type There is significant variation between visitor types in terms of sectors of spend. The majority of spend by serviced accommodation visitors lies in their accommodation (45%). 12% of their spending was on food and drink. In contrast, self-catering visitors spend more than serviced accommodation visitors on sectors other than accommodation - partly a feature of their trip type, and length of stay. Just 23% is on accommodation, and 16% is on food and drink. They spend almost three times as much as serviced accommodation visitors on shopping (£46m) and recreation (£27m). Revenue from visitors staying with friends and relatives is much lower as there are far fewer trips overall, and no accommodation spend. Shopping and food and drink are the most significant sectors for spend by these visitors. Spend on transport for these visitors has increased since 2011, from 9.2% of overall spend, to 16.1%, and shopping has fallen from 24.1% to 18.2%. Perhaps tight family finances and spend on fuel and travel translate to reductions in spend on shopping and other less essential items. 23% of revenue from day visitors is spent on food and drink (£248m). More is spent on transport than on shopping or recreational activities.

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Long Term Trends Between 2000 and 2011 tourism revenue had grown by 8% in real terms, averaging 1% growth each year. However, the 2012 decrease takes tourism revenue back to levels last seen in the year 2000. If the figures were not adjusted for inflation, growth would be 43% since the year 2000, an average yearly increase of 4%.

Tourism Revenue (indexed to 2012)

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500

1000

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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

£m

Over the same time period of thirteen years, visitor numbers have grown by 6% (trips), and tourist days/nights also by 6%. Employment supported by tourism has also seen a 5% growth since the year 2000.

5. Cumbria Industry Performance 2013

The following section contains an analysis of the key trends in Cumbria’s tourism industry over the last year or so, together with forecasts about likely patterns of investment over the short and medium term. In 2013 the UK experienced the warmest, driest and sunniest summer since 2006, with 588 hours of sunshine; this has certainly been reflected in performance for many tourism businesses. At a national level, overseas visitors were up by 6%, and Visit England’s September Tourism Business Monitor survey showed that the summer holidays were good for many, with 54% of accommodation providers and 66% of attractions reporting visitor numbers up. The Association of Leading Visitor Attractions (ALVA) also reported visitor numbers up at Britain’s 50 most popular sites - between May and August visitor numbers rose by 22% year on year. Serviced accommodation occupancy across England hotels, guesthouses, and b&bs was about 3% up on 2012 figures. Despite these positive figures, domestic overnight trips as recorded by the Great Britain Tourism Monitor (GBTS) show a -2% fall in 2013 compared to 2012, and provisional figures for England day trips are -7% down on 2012 figures in terms of volume, and -5% down in value. 5.1 Cumbria Tourism Business Survey March 2014 For the first time in several years the latest Tourism Business Performance Surveys (September 2013 and March 2014) are revealing more positive trends. There is continued improvement following the good summer weather of 2013 and the positive effect this has had on the visitor economy. Business performance has improved, confidence and expectations are up, and some of the trends that have been of concern to businesses are gradually on the way down. In summary:

19% report profits up for the last 6 months, 34% report turnover up, and 32% report visitor numbers up.

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Summer (July/August) Performance Serviced Accommodation

64

65

66

67

68

69

70

71

72

73

74

75

2006 2007 2008 2009 2010 2011 2012 2013

Ro

om

occu

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ncy %

63% feel confident about the rest of 2014; and 71% believe their business performance in 2014 will be the same or better than 2013 (significant as 2013 was a good year).

29% had felt the effects directly or indirectly of flooding events that occurred across the country during February 2014.

Repeat customers, investment in facilities, and website developments were the factors most affecting trade in a positive way; increased costs, poor weather and people spending less were cited most frequently as negative factors affecting business.

Trends that have been gaining momentum over the last few years as a result of the economic downturn, such as visitors staying for less time, taking fewer holidays, spending less, and choosing budget options are slowly starting to decline.

63% of businesses say that forward bookings for April to July are level or up on this time last year - despite the increase in last minute bookings that characterises today’s visitor market.

Businesses were asked about confidence for the next six months (April to September 2014). 12% feel very confident and 52% fairly confident - 64% confident to some degree.

Confidence - Next Six Months

Very confident

12%

Fairly confident

52%

Not very confident

23%

Not at all confident

13%

5.2 Occupancy Surveys Serviced accommodation in Cumbria and the Lake District was strong throughout 2013. July and August occupancy rates were the highest recorded for a number of years.

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The year has ended up 2.5 percentage points on 2012 - the last time annual room occupancy reached 59% was in 2008, pre-recession.

Serviced Accommodation

Room occupancy

2012

Room occupancy

2013

Change (percentage

points)

January 34.8% 34.3% -0.5

February 42.6% 45.8% +3.2

March 52.1% 53.2% +1.1

April 56.4% 54.8% -1.6

May 59.5% 66.2% +6.7

June 69.2% 68.6% -0.6

July 67.1% 73.5% +6.4

August 69.8% 75.6% +5.8

September 70.8% 69.5% -1.3

October 59.5% 61.5% +2.0

November 47.9% 51.8% +3.9

December 41.5% 46.3% +4.8

Year to date 56.7% 59.2% +2.5

Unit occupancy rates for self catering accommodation in 2013 were almost one percentage point down on 2012 figures.

Self Catering Accommodation

Unit occupancy 2012

Unit Occupancy 2013

Change (percentage

points)

January 20.2% 22.3% +2.1

February 32.4% 33.2% +0.8

March 39.0% 43.1% +4.1

April 53.4% 46.2% -7.2

May 52.7% 56.4% +3.7

June 65.9% 59.3% -6.6

July 65.9% 65.4% -0.5

August 79.0% 78.4% -0.6

September 63.3% 62.5% -0.8

October 58.9% 56.7% -2.2

November 35.0% 38.6% +3.6

December 34.3% 33.1% -1.2

Year to date 51.1% 50.3% -0.8

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Good weather during July saw figures for the touring caravan and camping sector rise by 11 percentage points on July 2012, and this strong performance continued into August, September, and October. Despite this, a poor start to the year leaves the sector on a par with 2012 occupancy rates.

Caravan and Camping

Pitch occupancy 2012

Pitch occupancy 2013

Change (percentage

points)

January 15.6% 12.0% -3.6

February 21.4% 11.7% -9.7

March 37.8% 16.6% -21.2

April 40.7% 29.8% -10.9

May 44.7% 46.7% +2.9

June 53.1% 49.8% -3.3

July 53.5% 64.6% +11.1

August 60.7% 65.7% +5.0

September 39.9% 45.2% +5.3

October 27.9% 32.2% +4.3

November 25.7% 25.3% -0.4

December 14.9% 17.0% +2.1

Year to date 40.8% 40.5% -0.3

5.3 Visitor Attractions In 2013, 69 attractions provided information about their 5.1m visitors. 61 attractions provided figures for both 2012 and 2013, revealing an increase on average of +7.4% of visitors in 2012 - an extra 340,000 visitors through the doors.

6. Consumer Trends and Market Forecasts

Visit England recently published a report identifying trends that will influence domestic tourism over the coming years.

Population and Social Change Changes in the composition of society will have a profound effect on the future of domestic leisure tourism. Understanding how demographic trends will develop – and how they interact with other trends – is crucial in widening our understanding of the future tourism market in England. Key trends are:

An ageing society - growth in the number of older people and rise in the average age of the country.

A baby boom - a rise in the medium term of younger people as a result of sustained fertility rates since the mid-1990s.

The squeezed middle - as people aged 35-49 will actually decline over the next few years.

A change in the shape of families from a horizontal one to a vertical one - a family with more tiers (grandparents and great-grandparents) but fewer people in each generation, fewer cousins and siblings.

More diverse family groups, with gay and lesbian parents, and extended families linked by divorce or separation.

As grandparents become increasingly involved in childcare and family life, the tourism market will need to adapt to cater for an increasing number of inter-generational holidays.

Increased ethnic diversity as people from ethnic minorities and those born outside of the UK continue to grow - but their needs in relation to leisure tourism are poorly understood.

Multispeed demography - as different regions and areas experience different changes in demography, with a rapid ageing of rural areas while cities remain fairly youthful.

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Economics and Recession-Led Trends Against a backdrop of economic stagnation, and a tight funding climate, consumers continue to look for good value.

The length and depth of the downturn ensures that the impact of it on consumer behaviour will last long into recovery. However, there is no single recessionary experience: individuals’ experiences – and the habits they’ve formed – vary widely.

The desire for value is evident at all sections of the market – including the luxury end.

Holidays are not immune to cost cutting – but people do prioritise their leisure time and are extremely reluctant to cut back.

Discretionary thrift - an increased willingness to save money and find bargains - even when the consumer doesn’t need to.

Value hunters - consumers increasingly willing to go to extra lengths in search of cheaper products and better value.

Self-preservation society - consumer’s ethical concerns have drifted closer to home as they deal with the economic downturn’s effect on their own lives.

The appetite for domestic leisure experiences is increasing – partly driven by the self-preservation society trend – and the appetite for staycations is likely to be maintained during recovery.

Consumer confidence will be a key barometer of when pre-recession holiday trends might return.

Technology and Information

Wider technology use is changing how people research and book their holidays – and what they expect whilst there.

Mobile first - the shift to mobile devices intensifies the requirement for businesses to customise their offer to different platforms – and utilise apps.

Wider access has broadened the range of information consumers have access to – traditional sources now compete with recommendations from peers (often via social media).

Fear of missing out - social media gives us unprecedented access to the social lives of our peers - meaning we want to do more in our free time.

Last minute - not just a recession-led trend but driven by other factors (like technology) that will see it endure into the long term.

Increasing, immediate communication will heighten the fear of missing out and catalyse desire for broader leisure portfolios and new experiences.

Digital downtime - a short term trend that sees people ‘logging out’ of digital devices and leaving their smartphones behind on leisure trips.

Tourism Trends

Time poor and cash strapped consumers will look to maximise their leisure spend – increasing short breaks (at the expense of longer ones) and turning VFR trips into leisure ones.

Broader leisure portfolios will encourage people to try new types of holiday – whether at destination level or activity type, such as skills tourism, and health tourism.

Demographic trends will heighten the importance of family trips – and traditional destinations can benefit if they adapt.

Nostalgia tourism – driven by consumers’ uncertainty about the future – will play a role. People’s interest in the past and heritage, and events such as the Royal Wedding fuelling a sense of Britishness.

Active tourism is growing as a reaction to more sedentary lifestyles, with a desire to be active and healthy – people also ‘de-stress’ through adventure experiences.

Rural destinations should benefit from the desire for both health tourism (wellbeing), and active tourism.

Source: VisitEngland, Domestic Leisure Tourism Trends for the Next Decade, December 2013

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Implications There is apparently a re-ignited affection for UK destinations - however with an ongoing squeeze on disposable incomes, spending on travel and tourism is unlikely to increase dramatically in real terms, driving fiercer competition among holiday suppliers. Businesses will increasingly need to meet the needs of guests who expect to be able to book and confirm trips online, often via mobile devices. The appeal of discounts seems to be more and more crucial as consumers go all out to locating the absolutely best deal. At the same time, consumers are better equipped to manage choice, and this invites them to shop around and be more disloyal to established brands. The amount of pre-decision preparation invested in the holiday buying process is substantial, and crucial to purchasing decision. Holidays are a low frequency, high spend product. People will continue to compare prices, gather information, check consumer reviews, seek referrals, special offers and discounts. At the same time, quality at low prices is changing consumer perceptions of value. Domestic competition will remain cutthroat. Key Implications – A Summary

Increasing competition continues

Brand loyalty is under pressure

Discount forever? A downward pressure on pricing and increase in expectations of value for money – time to create added value packages rather than take money off

Appeal of all-inclusive options, and packages

Reductions in available consumer spend

Shorter and shorter lead in time to decisions and bookings - here to stay

Operating in a constantly changing digital marketplace

More time spent planning/researching, multiple information sources, new forms of communication; social media; review sites; online forums, real time bartering

Customer care is more important than ever

Focus on the value of retaining existing customers, and innovative ways to find new ones A Positive Outlook The typical Cumbria visitor is less affected by financial stress. To succeed in these difficult times we need to emphasise the huge range of ‘free’ experiences that the county has to offer – getting away from the rat race, rest and relaxation, beautiful scenery, culture and heritage, pretty villages, all weather attractions, and free, healthy activities such as walking and cycling in the great outdoors. In addition businesses need to offer a consistently great quality, good value, unique product with excellent customer service, to be flexible and willing to adapt quickly to changing circumstances and consumer needs and to continue to offer deals, reductions, special offers, added value, and packages where cost is contained. Tourism has a key role to play in helping to strengthen Cumbria’s economy, providing a significant contribution to GVA, creating local employment, and benefiting local communities through the support of facilities and services.

7. Tourism Challenges and Opportunities

The previous section identified some of the trends and challenges which are likely to influence the future growth and improvement of the visitor economy in Cumbria. These range from a need to cater for digital and technological advances through to investment in better transport and visitor facilities. Set against the current economic climate, the resources to address many of these issues will not be available in the immediate future and it will therefore be necessary for the various partners in the DMP to make a strong case for increased private and public sector investment both in the industry and the supporting visitor infrastructure. As well as major investment proposals and projects detailed later in this document, a range of supporting initiatives and programmes are required to transform the visitor economy in Cumbria and contribute more fully to economic growth and regeneration in the region

Further improvements to accommodation and attractions to raise standards throughout the county. This should take place with a view to attracting overseas markets – particularly given the prospects for WHS designation.

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Marketing, image building and brand strengthening to enable the Lake District and Cumbria to compete with high profile campaigns from rival destinations such as Scotland, Wales and Yorkshire and to capitalise on recent accolades such as the ‘Best UK Rural Break Destination’ and ‘Top UK Destination’ in the 2014 Wanderlust Travel Awards

Sustainable transport connections into and around the county with a particular emphasis on West Coast Rail and public transport services around the county.

Investment in the public realm and access infrastructure - targeted towards town centres and popular visitor destinations and key footpath networks.

Enhanced co-ordination and promotion of Cumbria’s rich arts and cultural offer and quality accredited food and drink, [via Taste].

Continued development and investment in growing outdoor activity markets – particularly the adventure walking, water sports and cycling sectors, [via Adventure Capital].

A targeted approach to skills and business development within the tourism sector.

Rapid introduction of superfast broadband and mobile phone /4G technology into the county

Raising environmental standards and resource efficiency within Cumbria’s visitor economy – particularly in

terms of accommodation and transport services.

More robust support and financial underpinning of the Destination Management Organisation from public

sector bodies

Progress on many or all of these fronts will require funding support from both the public and private sector. Much of this will in future be channelled through the Cumbria Local Enterprise Partnership (LEP) and its Strategic Economic Plan together with other potential funding sources such as the Arts Council, Visit England, DEFRA and the National Lottery. During the preparation of the plan partners were asked to rank the importance of each of these supporting initiatives (above) in terms of their likely positive impact on the county’s visitor economy. All of the participants acknowledged the importance of maintaining the Destination Management Organisation (DMO) to provide the necessary leadership and co-ordination of the tourism industry. The three other programmes considered to be of most importance in driving the visitor economy forward are:

1. Destination and thematic marketing 2. Improved broadband and mobile connections 3. Public Realm and access infrastructure

8. Targets and Performance Indicators

It is not always possible to measure everything that we need to do but if we can we should. Here are a few of the top line targets that we are seeking to achieve over the period of the plan:

• Increase visitor spend from £2.1bn by 2% per annum in real terms

• Increase the numbers of visitors from 38 million by 1% per annum

• Increase the number of staying visitors from 5.2million by 2% per annum

• Increase the number of tourism related jobs from 31,235 (FTEs) by 2% per annum

Increase the number of visitor journeys made by public transport by 1% per annum

Increase occupancy levels in serviced accommodation and self- catering by 1% per annum

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While the Destination Management Plan needs to be supported and delivered by all those involved in tourism, directly or indirectly, Cumbria Tourism will lead its implementation and will monitor and publish regular progress reports.

Much of the data to monitor these various trends and indicators is collected by Cumbria Tourism and its partners through a regular series of occupancy, business performance and visitor surveys. This data is in turn used to prepare regular volume and value statistics using the STEAM (Scarborough Tourism Economic Activity Monitor methodology.

The performance targets set out for the next few years are based on an increase in the number of visitors to the county [1% per annum] but a more ambitious annual increase in visitor spend of 2% in real terms. Given the anticipated investment programmes [with the potential for significant investment in the visitor infrastructure] across Cumbria this sort of growth should be achievable.

The DMP seeks to reinforce the strategy of increasing visitor numbers beyond the obvious tourism destinations and attractions and increasing visitor spend throughout the county. This will involve CT and its partners in focussing efforts on attracting more staying visitors (from the UK and overseas) in high quality accommodation, raising occupancy levels across the stock and generating higher levels of spend throughout the year.

9. Future Investments and Plans - Priorities for Action

The various investment projects and plans for developing the visitor economy across Cumbria over the next 2-3 years have been identified by Destination Partners and set out in detail in the extensive tables from page 22 onwards in this document. They are broken down both by Delivery Area and by type

Accommodation

Visitor Attractions

Heritage, landscape, public realm and transport

Marketing and Events

Each project or programme listed also identifies the lead body, partner organisations and the stage of development which each schemes has reached (where known). Inevitably the list is very long and to some extent ‘aspirational’. Some of the projects require a substantial amount of public or gap funding before they can be taken forward or become viable in the longer term. For this reason the Destination Management Plan attempts to identify and prioritise some of the larger scale projects which are seeking public funding support.

The prioritisation process has taken place in two ways: a light touch review by Destination Management partners at the Cumbria Tourism Partnership meeting in March 2014 and a more in depth appraisal of major projects (£1m+) using criteria set out in appendix 2 of this document.

9.1 Twelve Major Tourism Investment Proposals for Cumbria

The following table identifies 12 larger scale capital projects which will, to varying degrees, require public sector funding. Each of these ‘flagship’ projects has the capacity to attract new visitors into the county, create new jobs and stimulate the visitor economy. Based on an assessment against the criteria listed in Appendix 2 (factors such as strategic fit, attraction of new and younger markets, deliverability, value for money, job creation and sustainability) these are the schemes which are capable of a transformational impact for the county’s visitor economy

Project Location £m Description/projected completion

Bowness Bay and the Glebe redevelopment and Enhancement

Bowness on Windermere

N/K An enhancement and redevelopment programme to lift the quality of the public realm and common land around The Glebe and provide opportunities for new private sector hotel and retail investment

Brockhole Visitor and Water sports Centre

Windermere N/K Development of master plan proposals for development of a new visitor centre, events arena and water sports facilities

Fell Foot Country Park Windermere/Newby Bridge

£3.2m Development of new water sports and visitor facilities on National Trust site in the southern basin of Windermere. Master plan prepared. Seeking HLF, LEP and Sports Council funds.

Round Thirlmere Cycle Route

Thirlmere £1.8m Completion of round lake cycle route with safe A591 road crossings for family audience

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Roman Maryport Maryport £6.3m Development of Museum, Camp Farm visitor orientation and major interpretive works.

Carlisle Arts Centre Carlisle N/K New Arts Centre for Carlisle to be based in Old Fire Station

Fratry Project and Visitor Centre at Carlisle Cathedral

Carlisle £2.2m+ Opening up of the medieval Fratry building and new visitor facilities at Carlisle Cathedral.

South Tynedale Railway

Alston Moor/North Pennines

£5.2m Extension of steam railway into Co Durham, greening the operation, development of new Discovery Centre, upgrading stations, developing events programme and expanding the visitor offer. HLF approval of £4.2m grant support in February 2014

Windermere Steamboat Museum

Windermere £13m Major development of a revitalised museum and visitor facilities on the edge of Windermere. Anticipated completion and opening in 2016.

Grange over Sands Lido

Grange over Sands £6-7m Restoration and refurbishment of the classical lido together with visitor facilities, retail, catering and performance space

West Lakes Xtreme Cleator Moor £25m Indoor Adventure Centre proposed for Cleator Moor offering Ice climbing, canyoning, indoor high ropes, caving, kids snow room and clip and climb facilities.

Wordsworth Museum and Gallery

Grasmere N/K Implementation of master plan proposals to extend the museum and gallery space, improve orientation and site facilities.

Whilst the list has no ‘statutory’ significance it should assist the Cumbria LEP and other funding agencies such as DEFRA and Heritage Lottery in the allocation of scarce resources over the next two years. DMP partners will seek to deliver as many of the schemes and campaigns set out in the long list below as time and resources permit. Where additional resources are required we would recommend that the flagship schemes identified above take precedence – these are the projects which will do most to grow Cumbria’s Visitor Economy and deliver the ‘world class visitor experience’ that is required to maintain the county’s status as the UK’s premier rural tourist destination.

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TOURISM INVESTMENT PROPOSALS These have been listed under sections for:

1. accommodation 2. attractions/recreation 3. heritage and landscape/public realm/transport 4. marketing and events

They have also been ordered by area as follows:

a. Barrow and South Lakeland b. Western Lakes (Allerdale and Copeland) c. Eden and North Pennines d. Carlisle and Hadrian’s Wall e. Countywide

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a. Barrow and South Lakeland 1. Accommodation Project Description Area Expenditure Stage

1 = early feasibility 2 = developed design 3 = implementation

Lead Organisation

Partners

New Hotel at Heaves, Kendal

40 bedroom conversion to high quality hotel. Opening due Autumn 2014

South of Kendal, South Lakeland

N/K 3 Private sector

Premier Inn, Ambleside

New hotel proposed for Ex- University of Cumbria site at Hill Top, Ambleside . Planning permission being sought.

Ambleside £5m 1 Private sector UoC

Abbey House Hotel, Barrow

Major refurbishment of bedrooms and other facilities Barrow £2.2m 2 Private sector

New Hotel, Glebe Bowness

New hotel in prime lakeside location on The Glebe Windermere N/K 2 Windermere Aquatics

Holgates Caravan Park Expansion

Expanding site to include more accommodation and expansion of leisure facilities

Arnside £2m 2/3 Holgates

YMCA Lakeside New accommodation, facilities, public jetty and footpath links

Windermere N/K 2 YMCA LDNP GoLakes Travel

Belsfield Hotel, Bowness

Major refurbishment of bedrooms and communal, conference and dining space. Laura Ashley fabrics and designs

Windermere £3.5m 3 Corus Group

Samling Hotel, Ambleside

Extension of dining, kitchen and spa facilities Windermere N/K 2 Private sector

Low Wood Bay, Ambleside

Convention Centre Windermere £4-5m 2 Private sector

New Hotel, Hawkshead

Long standing permission for small hotel on the edge of Hawkshead. Currently looking at apart hotel model.

Hawkshead N/K 2 Private sector

Brockhole, Ambleside

Conversion of White House to hostel accommodation Windermere N/K 1 Private sector LDNP

Backbarrow Holiday Village

Change of use and development of part completed housing scheme to holiday accommodation to rent with ancillary facilities. Consultation on scheme underway.

Backbarrow N/K 2 Private sector

Hotel Training School

Construction of purpose built hotel training school for raising skills in the hospitality sector including hotel management, chefs, service excellence etc

Lake District- site not yet agreed

N/K 1 Public/Private sector

Kendal College, CT, LEP

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a. Barrow and South Lakeland 2. Attractions/Recreation Project Description Area Expenditure Stage


Lead Organisation

Partners

Windermere Steamboat Museum, Bowness-on-Windermere

Construction and opening of new, world-class museum on Windermere. The new build museum is designed by Carmody Groarke architects to display the nationally significant collection of boats. The museum will include exhibition galleries, wet dock, conservation workshop, jetties, learning centre, café and shop. The project also opens up public access to 250 metres of lake shore. The new museum is due to open by 2016.

Windermere £13.4m 2 to 2014 3 – 2014 to 2016

Lakeland Arts Heritage Lottery Fund, Regional Growth Fund, RDPE, SLDC, Windermere Lake Cruises trusts and foundations,

Blackwell project, the arts and crafts story, Bowness-on-Windermere

To develop new interpretation to enhance Blackwell, the Arts & Crafts House with the aim of completing this by 2015 to mark the 150

th anniversary of the birth of MH

Bailie Scott, architect of Blackwell.

Windermere £70k 1 and 2 in 2014 3 – 2014 - 2015

Lakeland Arts Arts Council

Ferry Nab Adventure Centre

Water sports centre, changing facilities, extended jetties/berthing facilities, mountain bike course and car park extensions

Bowness on Windermere

N/K 2 SLDC Private sector

Tree Top Trek, Brockhole

Introduction of new family friendly parcours (nets) course in the grounds of Brockhole.

Ambleside N/K 2 Private sector LDNP

Brockhole LDNP Visitor Centre

Master plan proposals for new visitor centre, water sports and event facilities

Ambleside N/K 1 LDNP Private sector

Zip Trekking, Grizedale

Installation of new zip trekking and family friendly low wire course in the forest under Go Ape’s Management

Grizedale forest N/K 3 Go Ape Forestry Commission

The Yarn Rooms &‘Café’, Canal Head, Kendal

Creation of a cultural hub including café, gallery and small artists studios. Potential for possible event space.

Kendal Unknown 1 Cactus Creative and Mealbank Properties

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Project Description Area Expenditure Stage 1 = early feasibility 2 = developed design 3 = implementation

Lead Organisation

Partners

Brewery Arts Centre Expansion, Kendal

New studio space, educational facilities and re-orientation of circulation around the centre

Kendal N/K 2 Brewery Arts Centre

HLF Private sector

Lancaster – Kendal Canal Restoration

To extend the reach of the canal so that it comes into Kendal. Includes upgrading the towpath to a leisure route for walkers/ cyclists., introducing canal-side trails linking into the rights of way network – backed up by leaflets etc to include historical information.

South Lakeland Unknown but likely. total project cost is £100m.

Progress between 1-3

Canal Restoration Group

SLDC, Kendal Town Council, Canal and River Trust

Barrow Market Hall Refurbishment

Upgrade of Barrow indoor market Barrow £275,000 3 Barrow Borough Council

Extension to South Lakes Wild Animal Park

Major extension to the park which will provide for enhanced access, parking, animal enclosures, children’s play area and further visitor facilities.

Barrow 3 South Lakes Wild Animal Park

Furness Abbey Fellowship

Discussion about development of additional attractions and marketing of Furness Abbey

Barrow 1 Furness Abbey Fellowship

Barrow Council, EH

Roa Island Jetty Replacement of Roa Island jetty

Barrow £183,000 2 Barrow BC

Grange-over-Sands Lido: The last lido of the north

Restoration of the art deco 1930’s lido at Grange; feasibility and development study underway together with approaches to potential funding sources

Grange-over-Sands

£5 -7.5m 1 SLDC Grange TC, MBP,

Fell Foot Country Park, Newby Bridge

New water sports and visitor facilities (including catering and site interpretation)

Newby Bridge N/K 1/2 National Trust

Wordsworth Trust Development, Grasmere

Development of master plan proposals for the site including new site orientation, extension to gallery, garden enhancements, on site catering etc

Grasmere N/K 1/2 Wordsworth Trust

HLF Arts Council

Walney Recreational Hub, Barrow

Recreation, changing and catering facilities for a range of water sports, walkers, cyclists and golfers.

Earnse Bay, Walney

Circa £3m 1 Boosting Furness Group

Private sector

a. Barrow and South Lakeland 3. Heritage and landscape/Public realm/Transport

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Lead Organisation

Partners

Friends of the Lake District Fell Care Days

2 mass volunteering days working with a range of partners on practical conservation activities such as path repairs, litter clearance and habitat management. Tasks are tailored to the location and there will be opportunities for local schools to be involved.

Grasmere and Coniston areas

£28k 3 Friends of the Lake District

National Trust, NPA, parish councils, local schools and colleges, local landowners and local community.

Dales Integrated Transport Alliance. (DITA)

DITA have developed ‘Hubs’ including Sedbergh in the Cumbria part of the Yorkshire Dales to promote public transport and test innovative projects such as £1.00 fare and extended services. Funding also available for projects which will improves access for the less able.

Yorkshire Dales Wide

N/K 3 DITA YDNPA Parish Councils

Sedbergh Townscape Initiative

This project includes: purchase of community building, environmental improvements in and around Joss Lane car park, including proposals for a community square, and other environmental projects across the town centre.

Sedbergh

£30,000 on feasibility study

2 Sedbergh Parish Council

SLDC/YDNP/Sedbergh School, CCC/ Traders Association

Kendal Tourism Signage Enhancement

To improve and enhance the brown and white tourism signage in and around Kendal, including the main access/entrance points to the town.

Kendal £12,000 1 Kendal Futures

Kendal Town Council, CCC, SLDC, Kendal attractions

Morecambe Bay Cycle Way

Cycleway from Barrow to Morecambe. Ambition to connect and signpost 200km of cycle routes around the bay. Investment from the Coastal Communities Scheme - 700 days. Launching spring/summer 2015.

South Lakeland, Barrow and Lancaster

£80,000 2 Morecambe Bay Partnership

SLDC, CT, Lancaster City Council, CCC, Sustrans

Hawkshead Squares Improvement Scheme

A project to protect and interpret remaining historic features and enhance these spaces by prioritising people over vehicles and building on the strong vernacular building style still evident.

Hawkshead N/K

1 LDNPA SLDC, Parish Council

Cartmel Township Initiative

A project to look at the issues affecting Cartmel including heritage, economic viability, traffic and parking. Community plan completed and adopted. Feasibility and options study to progress project.

Cartmel 1 Lower Allithwaite & Cartmel Parish Council

SLDC, CCC, Holker Estates, Private businesses and local groups

Shop Front Improvement Grant Scheme

Available in several parishes and key service centres in South Lakeland to enhance the vitality of town/village centres

South Lakeland £20,000 (TBC)

2 SLDC Parish Councils, Retail Businesses

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Lead Organisation

Partners

Free Town Centre Wifi

To be piloted in Kendal Town Centre in 2014. Ongoing. Kendal TBC 1 SLDC

The Glebe Bowness

Enhancement scheme to improve the public space and reduce the impact of circulating traffic. Aim to create a World Class visitor destination

Windermere N/K 1 LDNP SLDC, HLF Cumbria CC Private sector

Claife Station Restoration scheme for the viewing platform and structures at Claife. Likely to include interpretation and some pop up catering

Windermere N/K 1 National Trust English Heritage LDNP

Allen Bank, Grasmere

Restoration and improvement of visitor facilities and interpretation at Allen Bank

Grasmere N/K 3 National Trust LDNP

Ulverston – Brewery Street and Buxton Place

Brewery Street and Buxton Place car parks will be re-developed if planning permission obtained for supermarket.

Ulverston

N/A 2

Private developer

SLDC

Waterhead Public Realm

Enhancement scheme including surface treatments, orientation, signage and street furniture

Ambleside £250,000 2 SLDC Lakers Parish GoLakes Travel Private sector

Coniston Coppermines

Interpretation of the copper mining heritage of the valley- low key orientation and information

Coniston £100,000 1/2 LDNP HLF

Cumbria Better Connected Campaign

Lobby organisation to maintain through trains to Manchester Airport and develop a business case for electrification of the Furness Line.

Furness Line 1 J Woodcock MP

Local authorities, business sector, third sector.

Barrow Town Hall Re-roofing Barrow Town Hall (Listed building) Barrow £800,000 3 Barrow BC

Windermere Reflections

A series of projects which form part of the Windermere Reflections HLF programme. These include Secret Windermere: Restore the Shore: Addressing reed bed decline,Winderclean: Cleaning the shoreline B4 Network Development: Learning about Landscape Heritage, Greener Boating

Windermere N/K 3 Environment Agency

Windermere Reflections, LDNP, Friends of the Lake District, South Cumbria Rivers Trust, National Trust, FBA

Romans by the Rivers

Part of the Windermere Reflections Programme. Project aims to consolidate and protect the gatehouse foundations, commanders house and headquarters inside the Roman Fort at Ambleside.

Ambleside 3 Windermere Reflections

Environment Agency

Morecambe Bay Sense of Place Toolkit and Itineraries and

A Sense of Place Toolkit and complementary itineraries are being developed to encourage businesses around the Bay to promote the special qualities (nature, wildlife, culture) of the bay in a consistent and coherent

Morecambe Bay wide including Cumbria and Lancashire areas.

£19,000 3 Morecambe Bay Local Nature Partnership

Arnside/Silverdale Area of Outstanding Natural Beauty, Bay Tourism Association,

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Lead Organisation

Partners

Nature Tourism Business Network

way to visitors and local communities.

Morecambe Bay Partnership , RSPB

Grasmere- Pelter Bridge Cycleway

New and improved cycleway/footpath around the west shore of Grasmere and Rydal to link up with White Moss and Pelter Bridge as part of Go Lakes Travel initiative

Grasmere Circa 2/3 LDNP Go Lakes Travel Cumbria CC

Rusland Valley Landscape Conservation

A landscape conservation and interpretation programme for the Rusland Valley focussing on its farming and forestry heritage.

Newby Bridge/Rusland

2 LDNP Cumbria Woodlands

Go Lakes Visitor Travel Programme

Programme of sustainable transport and marketing initiatives to reduce car usage by visitors and save CO2 emissions. Wide ranging initiatives from Electric car hire through to extending the network of cycling opportunities

Windermere, Coniston and Grasmere area

circa £6m over 4 years

3 Cumbria CC LDNP Cumbria Tourism Transport Operators SLDC

Hovercraft Service All year round commercial hovercraft service linking Barrow with The Fylde Coast and potentially the Isle of Man. Its capacity would be 84 passengers.

Fylde Coast and Barrow

£10m 1 Walton Coaches

a. Barrow and South Lakeland 4. Marketing and Events


Lead Organisation

Partners

Barbara Hepworth exhibition, Abbot Hall Art Gallery, Kendal

Major new exhibition of sculpture and drawings by Dame Barbara Hepworth. The exhibition entitled Barbara Hepworth, Within the Landscape will be on show from 5 July to 27 September 2014

South Lakeland £50k 3 Lakeland Arts Yorkshire Sculpture Park, Tate,Hepworth Estate Arts Council

Distinctly Dales workshops

Locally based Tourism workshops & events aimed at businesses to make the most of the Tour de France and other initiatives campaigns.

Yorkshire Dales Wide

£1k 2 YDNPA Dales Tourism Business Network

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Lead Organisation

Partners

Kendal Festival of Food

29th

/ 30th

March 2014, Kendal town centre will play host to a two day celebration of all things food and drink. Also looking at potential dates for 2015.

Kendal £25K 3 Food for thought

SLDC, Kendal Town Council, Kendal Futures

Kendal Mountain Festival

The biggest and most diverse event of its type in the world, inspiring people to explore and enjoy mountains, wilderness and their cultures. The festival hosts a highly respected international film competition and has a packed leisure programme of guest speakers, filmmakers and athletes.

Kendal 3 Kendal Mountain Festival

SLDC, Kendal Town Council

Mintfest: Kendal International Street Arts Festival

Kendal’s International Festival of Street Arts brings a kaleidoscope of the very best performance artists from across the world.

Kendal 3 Kendal Arts International

SLDC, Kendal Town Council Arts Council

Lakes International Comic Art Festival

Born out of a passion for both festivals and comic art, it’s about celebrating the extraordinary medium of comic art and bringing people, audiences and creators together to inspire memorable experiences. It boasts a range of talks, specials live drawing events, workshops, films, exhibitions and a kids’ zone.

Kendal 3 Comic Art Festival

SLDC, Kendal Town Council Arts Council

Kendal Business Improvement District

Launching in March 2014 and led by businesses for businesses, the BID will: 1.brand, market and promote Kendal as a centre for retail, services, leisure and tourism 2. create a more attractive town centre for workers, residents and visitors 3. Make it easier and more affordable to access the town centre 4. develop a competitive Kendal that builds on its reputation for choice and service

Kendal £885,000 over 5 years

3 Kendal BID Board

Kendal BID members, Kendal Futures, local authorities

Invest in South Lakeland

Work to promote South Lakeland both inside and outside the district. This will involve promotion of the website and of a series of newly produced short promotional films. These will act to showcase South Lakeland’s offer as a world-class destination in which to invest and do business. Also networking and events

South Lakeland 3 SLDC

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Lead Organisation

Partners

Explore South Lakeland

Further promotion of the Explore South Lakeland website to community groups, societies and schools. Working collaboratively with event and festival organisers to ensure people are aware of what’s on throughout the year, with the aim of encouraging local people to explore and enjoy what is on their doorstep.


MTB the Dales Launch of the revamped www.mtbthedales.org.uk website about mountain biking in the Yorkshire Dales and wider area. Information to plan a visit around mountain biking.

Yorkshire Dales wide

N/K 3 Yorkshire Dales National Park Authority

Great North Swim An event held over 3 days on Windermere in June 2014 and 2015 attracting some 10,000+ competitors

Lake Windermere 3 Nova International

LDNPA, SLDC, CT, EA

Big Chill Swim An event held over 2 days on Windermere in February 2014 and February 2015

Lake Windermere 3 Chill Swim LDNPA, SLDC

Freerange Comedy Festival

The Freerange Comedy 2014 is from 12 to 18 May. The festival has fantastic comedians, sketch shows and comedy theatre, performing at the Brewery Arts Centre, Kendal and at venues around South Lakeland as well as performing on mountain tops or out in the lakes themselves.

Kendal and South Lakeland

3 Brewery Arts Centre

SLDC Arts Council

Lake District Summer Music International Festival

Various locations throughout South Lakeland and Keswick. Attracts international audience and students from around the world to take part in the event. Takes place over 3 weeks in August www.ldsm.org.uk

South Lakeland and Keswick

3 Lake District Summer Music

SLDC

Chill Swim Coniston End-to-End

1 day event on Sat 6 Sept 2014 swimming the full length of Coniston

Coniston 3 Chill Swim LDNPA, SLDC

What’s on in Southern District

Events listing on www.southlakeland.gov.uk/events and www.exploresouthlakeland.co.uk and annual key events listing.


2020 Vision One off Wildlife photography exhibition/art installation around Morecambe Bay.

Grange, Barrow, Morecambe

£25,000 2 MBP SLDC, CCC (Lancaster), BBC, CCF

Morecambe Bay Branding

Development of new branding for Morecambe Bay for use by local partners and businesses around Morecambe Bay

Morecambe Bay 1 Lancaster City Council

LA’s, CT DMOs, PCs

http://www.mtbthedales.org.uk/

http://www.ldsm.org.uk/

http://www.southlakeland.gov.uk/events

http://www.exploresouthlakeland.co.uk/

29


Lead Organisation

Partners

700 Days Programme for Morecambe Bay

Sense of Place marketing, branding, interpretation, business training and other projects to raise the quality of the visitor offer around Morecambe Bay

Morecambe Bay £495,000 over 2 years 2013-15

3 Morecambe Bay Partnership

DMO’s, CCF LAs, RSPB, AONB Private sector

LOVE my BEACH Accreditation scheme to raise awareness of water quality and beach management. Barrow Borough Council aims to get all its buildings accredited during 2014.

Regional 2 Morecambe Bay Partnership

Local authorities, Environment Agency, UU

30

b. Western Lakes (Allerdale and Copeland) 1. Accommodation Project Description Area Expenditure Stage


Lead Organisation

Partners

Haverigg Holiday Village, Visitor Centre and Café.

This development (100 static caravans and visitor facilities) will increase the number of weekly let self-catering accommodation, touring caravans as well as further facilities for visitors.

Haverigg, Copeland

N/K 2 Port Haverigg Holiday Park

The Wellbank Project, Bootle

Development of around 60 homes and a hotel, focusing on renewable energy and sustainable design. Featuring a lake and enhanced wildlife habitat combined with a micro-generation business hub.

Bootle, Copeland N/K 2 Private developer

Wellbank CIC, Bootle PC, LDNPA ,South Copeland Tourism CIC, Copeland BC

Whitehaven Hotel Site preparation and development of a hotel on Whitehaven Harbour. Site specifics and operator not yet agreed

Whitehaven N/K 1 Private developer

BEC

b. Western Lakes (Allerdale and Copeland) 2. Attractions/Recreation Project Description Area Expenditure Stage


Lead Organisation

Partners

Beacon Museum New operating arrangement with nuclear story integrated into the Copeland Museum in development to launch in May 2014. To enable a 5 year development plan to build and develop the national and international opportunities for the Museum. To include the opportunities for expanding the facility and developing refreshed exhibitions from 2015/16.

Whitehaven based delivering to county wide and national audience

N/K 3 for new operating arrangement and integrated exhibit 1 for development project from 2015/16.

Copeland Borough Council

Sellafield Limited

31


Lead Organisation

Partners

Roman Maryport Restoration and conversion of historic farm buildings into galleries for telling Roman Maryport story. It will include live archaeological excavations. New package of funding sought 2014 with a planned start on site in 2016

Camp Farm, Maryport

£6m 2 Hadrian’s Wall Trust

Cumbria CC, Senhouse Museum Trust

West Lakes Xtreme

Indoor Adventure Centre proposed for Cleator Moor offering ice climbing, canyoning, indoor high ropes, caving, kids snow room and clip and climb facilities.

Cleator Moor, Copeland

Circa £25M 2 Regen NE Copeland/ Private

CBC, CCC

Copeland Coastal Initiative – Environment and Access project

Key projects include new environmentally friendly toilets at Silecroft beach; a new art trail at Haverigg foreshore and improvements to the foreshore at Seascale and St Bees.

Copeland coast 2 CBC Parish Councils, Beach Groups

Ennerdale Hub Creation of a visitor/ community hub for the Wild Ennerdale valley, combining visitor information and signposting with a local produce outlet/ community shop and base for the Wild Ennerdale project. Identified site and new build premises

Ennerdale Bridge 2 Ennerdale Hub/ Ennerdale Parish Council

Wild Ennerdale, FC, NT, LDNPA, CBC, RNEC

Seascale to Gosforth Cycle Way

A proposed traffic free cycle way linking the villages of Seascale and Gosforth along the line of the existing highway.

Seascale/Gosforth 2 Cumbria County Council

Parish Councils, Sustrans

Florence Mine Creative Hub

A new arts and creative industries hub in the former shower block of the last deep haematite ore mine in Europe. A community cinema, gallery, artist in residence programme, digital film making and editing suite.

Egremont 3 Egremont and Area Regeneration Partnership

Grizedale Arts, Copeland Borough Council

Copeland Coastal Initiative – Interpretation Project

Improved interpretation along the coast to enhance the visitor experience and tell the story of the coast.

Whitehaven N/K 1 Copeland Borough Council

Cumbria CC, PC’s, WCTP, NT, LDNPA, RSPB, NE, Land Owners

Energetic Coast Adventure Sports Festival

Promotion of the Western Lake District as the premier destination for adventure sport in Cumbria and the UK, positioning South Copeland and Whitehaven as the gateway to these adventure activities.

West Cumbria n/k 1 West Cumbria Tourism

Copeland BC South , BEC Copeland CIC Team Nutrition,

32


Lead Organisation

Partners

Rosehill Theatre Redevelopment

A major redevelopment of Rosehill Theatre is planned including creating a new outdoor Courtyard Theatre performance space with a retractable awning.

Whitehaven £2.5m 2 Rosehill Theatre

Arts Council, Copeland Community Fund, BEC

Theatre by the Lake Expansion, Keswick

Extension of theatre, studio space and catering facilities. First phase is development of new café/restaurant at theatre

Keswick N/K 2/3 Theatre by the Lake

Arts Council Sponsors & trustees

Solway Heritage Centre

Utilising the main and ancillary buildings at Holme Cultram Abbey to open the new centre in April 2014. It consists of interpretation, toilets, café and shop.

Solway Coast AONB c£50,000 Implementing Solway Coast AONB Partnership

Solway Wetlands Partnership

High Ropes at Clip ‘n Climb

Extension of Clip ‘n Climb into an adventure and activity centre featuring high ropes and possibly kayaking, sailing, canoeing and additional cycling (electric bikes are already available for hire).

Maryport £150,000 2 CLL Allerdale Borough Council

High Ropes in Keswick

Proposal for high ropes facilities in Keswick as additional attractions for visitors and residents.

Keswick £150,000 - £300,00

2 CLL Allerdale BC Keswick Town Council

Haig Colliery Mining Museum

New visitor centre opening at Haig Pit 2015. Whitehaven £1m+ 3 Haig Colliery Trust

Copeland BC HLF

Round Thirlmere Cycle Route

Completion of round lake cycle route with safe A591 crossings/tunnels, cycle hire and catering

Thirlmere £1.8m 2 LDNP UU

Lakes Distillery and Visitor Centre

New distillery at north end of Bassenthwaite lake producing whisky and gin. Visitor centre, shop, café tasting and childrens facilities

Bassenthwaite N/K 3 Private sector BEC

Whinlatter Forest Family friendly cycling trails

Opening of new routes and mountain trails Whinlatter N/K 2/3 Forestry Commission

Keswick Ice Climbing Wall and facilities

New indoor climbing facilities in central Keswick in conjunction with outdoor retail

Keswick N/K 3 Private sector

Indoor Via Ferrata at Honister

Opening of new via ferrata route within the old slate mining works at Honister.

Borrowdale N/K 3 Private sector

33

b. Western Lakes (Allerdale and Copeland) 3. Heritage and Landscape/Public Realm/Transport Project Description Area Expenditure Stage


Lead Organisation

Partners

The Lake District Wild Beach. Refurbishment of Silecroft toilets and car park.

Silecroft is the only bathing beach within the Lake District National Park. This project aims to significantly improve the quality of the public spaces around the beach with improvement of the existing car park, toilet block and improved equestrian access.

Silecroft N/K 1 Copeland Borough Council

LDNPA, Whicham PC, South Copeland Tourism CIC

Haverigg Beach path access improvements

This project seeks to create a new art path along the beach front to an existing sculpture.

N/K 2 Groundwork Trust

Haverigg PS, S. Copeland Tourism CIC, Millom TC

Electric Bicycle Network

Plans to pilot a cycling ‘hub’ for West Cumbria. South Copeland N/K 2 Private sector Copeland BC

Whitehaven Old Town Townscape Heritage Initiative

Regenerate the Conservation Area of Old Town Whitehaven through the delivery if a Townscape Heritage Initiative (THI).

Whitehaven £2.2m 3 Copeland Borough Council

Private, BEC HLF

Solway Wetlands Project

Conservation, restoration and access Projects. Many and varied, 23 projects being implemented over next two years.

Solway Coast AONB

C£2.4 million 1, 2, 3 Solway Coast AONB Partnership

Solway Wetlands Partnership

Wasdale Head Visitor Facilities

Car Park, toilet facilities, camping and visitor orientation. Wasdale N/K 2 National Trust LDNP, Wasdale PC, S Copeland CIC

Cumbria Coastal Path

Completion of stages 2 and 2 Allonby to Silecroft (91km) Allerdale £70,000 2/3 Natural England Cumbria CC

b. Western Lakes (Allerdale and Copeland) 4. Marketing and Events


Lead Organisation

Partners

34


Lead Organisation

Partners

South Copeland Tourism Partnership

A grassroots tourism partnership, focused on the area between the Duddon Valley and Eskdale. Officer employed to deliver community-led tourism development.

South Copeland N/K 3 South Copeland Tourism CIC

Millom Network Centre, South Copeland Partnership, Copeland BC

Destination West Cumbria

Destination marketing , development and training activity including dedicated website, PR, event co-ordination. Current funding ends April 2014. New programme developed requiring resources 2014-17

West Cumbria Circa £500K over 3 years

2 West Cumbria Tourism

Copeland BC Allerdale BC BEC, CT Private sector.

Copeland Coastal Initiative – Coastal Events Programme

Range of events that celebrate Copeland’s coast, organised by various organisations. Copeland Borough Council organise events like the Copeland Kitesurf and give support to other events.

Copeland N/K 2 Copeland Borough Council

Copeland Coastal Partnership

Taste Cumbria Food and Drink Festival

Annual food and drink Festival based in Cockermouth Town Centre. Last weekend in September

Cockermouth Circa £150,000

3 Private sector Allerdale BC Cockermouth TC, Businesses

Programme of events and festivals

Including Jennings Five Rivers, Maryport Blues, Solfest, Eskdale Beer Festival, Nuts in May, Muncaster Halloween and Christmas events

West Cumbria N/K 3 Various Various

Copeland Coastal Initiative – Promotional Materials

A Coastal Activities in the West Lake District leaflet was produced in 2011 with Cumbria Tourism and the Sports Economy Partnership. Building on this we are in the process of producing a coastal heritage walks leaflet and coastal cycle rides leaflet.

2 Copeland Borough Council

South Copeland Tourism Partnership, WCTP.

South Copeland Events Programme

The development of sustainable community-led tourism events programme for Millom and surrounding villages. See also, South Copeland Adventure Leaflets Project, Norman Nicholson Poetry Paths Project and Ravenglass and Eskdale Implementation Plan.

Copeland N/K 3 South Copeland Tourism CIC

Copeland BC Hadrian’s Wall Trust, HLF, PCs Local societies

Keswick Festivals Mountain Festival, Jazz Festival, Film Festival and Words on Water (amongst others)

Keswick N/K 3 Various TBTL, KTA, Allerdale BC

Keswick Music Festival 2014

New 3 day outdoor music event for Keswick which will embrace many different genre of music.

Keswick specific but county/regional appeal

£300,000+ 2 (in negotiation)

Allerdale Borough Council

CLL CN Group

35

c. Eden and the North Pennines 1. Accommodation Project Description Area Expenditure Stage


Lead Organisation

Partners

New Hotel for Penrith (Premier Inn)

Budget hotel with conference facilities. Various parties have shown interest but no building yet identified.

Penrith N/K 1 Private sector EDC

Sharrow Bay Hotel, Ullswater

Refurbishment of bedrooms and new lakeside restaurant Ullswater £1m 3 Private sector

Inn on the Lake Extension

Addition of bedroom suites and conference and spa facilities

Glenridding N/K 2 Lake District Hotels

Ullswater Outward Bound

Improved accommodation, new changing/education facilities to be built

Watermillock, Ullswater

N/K 2/3 Outward Bound Trust

Waterfoot Caravan Park, Pooley Bridge

Introduction of new wigwam tented accommodation and facilities in the Georgian Mansion

Pooley Bridge N/K 2 Lake District Estates

c. Eden and the North Pennines 2. Attractions/Recreation Project Description Area Expenditure Stage


Lead Organisation

Partners

Electric bike hire (strand in Northern Lands project)

Developing an electric bike hire network in the North Pennines – focussed on the C2C Cycle Route and the Allen Valleys.

Along the length of the C2C Cycle Route in the North Pennines (Cumbria/Durham/Northumberland)

£20K (C2C Cycle Route)

2 & 3 North Pennines AONB Partnership

CT and other DMO’s Tourism businesses

Dark Skies (strand in Northern Lands project)

Further development and investment in Dark Sky Discovery Sites, training for event organisers and event development.

North Pennines (including the parts of the AONB in Eden and Carlisle Districts)

£15K 2 & 3 Kielder Water & Forest Park Development

North Pennines AONB, CT and others

36

Trust

New Pennine Way Trail Partnership

New and evolving management and promotion arrangements for the Pennine Way National Trail and Pennine Bridleway.

North Pennines and beyond

£tbd 1 Yorkshire Dales National Park Authority

North Pennines AONB Partnership. Cumbria CC

South Tynedale Railway Extension and Greening Project

Development project to extend the line along the South Tyne Valley to Slaggyford, green the operation, expand tourism offer, build new discovery centre, upgrade station infrastructure, develop events programme and strengthen/build organisational capacity.

Alston Moor/South Tyne Valley in Eden District

£5.2m total project (£4.2 HLF)

3 South Tynedale Railway Preservation Society

North Pennines AONB Partnership and various others HLF

Ullswater Valley Planning Initiative- Tourism strand

Several tourism projects including Lake District Estates land ownership/acquisition to improve car parking for Pooley Bridge and extending into other infrastructure projects for the village including signage plus introduction of a range of infrastructure improvements around the lake and bespoke business support services.

Ullswater Valley TBC 1 Ullswater Valley Planning Group and its sub groups

EDC, LDNP

Aira Force , Ullswater

Enhancement of car Park, visitor facilities, footpath links and jetty on Ullswater

Ullswater N/K 3 National Trust

Ullswater Steamers, CCC

Appleby Castle

Enhancement of castle and grounds as a visitor attraction and community resource.

Appleby TBC 1 Private Owners

TBA

East of Eden Cycle Off Road Cycle Route

Creation of cycle way between Warcop and Appleby Eden TBC 1 Sustrans TBA

Eden Source to Sea Cycle route

Way-marking and promotion of new cycle route following the River Eden

Eden/Carlisle N/C 2 Eden Rivers Trust

Cumbria CC

High Mill Alston Preservation of historic core of this derelict building and enhancement as part of a mixed use site utilising Townscape heritage Initiative as support incentive.

Alston £1m 1

Private owner

EDC, Alston Moor Partnership English Heritage

Dry Ski Slope Alston

Installation of dry ski slope as part of implementing marketing strategy for Alston

Alston £500k 1 Private owner

Alston Moor Partnership, EDC

Lowther Castle and Gardens

Further stabilisation and restoration work on the ruined castle and the gardens

Lowther/Penrith N/K 3 Lowther Trust

HLF English Heritage

37

c. Eden and the North Pennines 3. Heritage and Landscape/Public Realm/Transport Project Description Area Expenditure Stage


Lead Organisation

Partners

Elemental North Pennines

Development of a variety of geotourism projects relating to the UNESCO-endorsed Global Geopark status held by the North Pennines. Projects include the development of a 30-mile themed cycle route linking the Eastern Fellside to the rest of the North Pennines, producing a High Cup Gill Geotrail together with events and other product development across the whole of the North Pennines.

North Pennines (including the parts of the AONB in Eden and Carlisle Districts)

c£75K 1 North Pennines AONB Partnership

Various tbd

EUROPARC Charter for Sustainable Tourism in Protected Areas

Secure the Charter for the North Pennines AONB (see www.european-charter.org for details). The outcome for this project is a widely agreed sustainable tourism strategy (5-year Action Plan) that develops and promotes the AONB as a green destination. Develop process and research/consultation base 2014, 2015 – Develop strategy & action plan, 2015/2016 finish developing strategy & action plan and apply for Charter. Process will be steered by the AONB Partnership’s Tourism Working Group (which includes Cumbria Tourism).

Whole of North Pennines AONB & Global Geopark

tbd – largely to be achieved through in-house resource.

1 North Pennines AONB Partnership

DMOs, LAs, tourism industry and various others tbd

Visitor Giving in the North Pennines

Development of visitor giving scheme/s in the North Pennines building on existing initiatives

North Pennines £7K feasibility identified in Allen Valleys Landscape Partnership Scheme.

1 North Pennines AONB Partnership

tbd but likely to include Nurture Lakeland, DMOs

Culgaith Tarn

To provide access to and a seating area with interpretation.

Culgaith / Penrith TBC 1/2 Culgaith Tarn Group

EDC, Cumbria CC

Eycott Hill Restoration

Landscape , wildlife management and education programme at Eycott Hill. To include parking and interpretation

Nr Greystoke, Penrith

N/K 2 Cumbria Wildlife Trust

HLF Private sector

Alston Townscape Heritage Initiative

Programme of building restoration and public realm enhancement in the centre of Alston between 2014-19

Alston £1m in grant support

2/3 HLF Eden DC, Alston Moor partners, businesses

http://www.european-charter.org/

38

c. Eden and the North Pennines 4. Marketing and Events Project Description Area Expenditure Stage


Lead Organisation

Partners

Green Eden

Continuation of programme to deliver sustainable tourism advice to businesses, seeking to inform tourism strategy and policy in the area and promoting the cycle tourism offer.

Eden district Circa £10k pa

3 Nurture Lakeland

Eden DC Eden Tourism Network

Pocket Guide 2014, 2015, 2016 for North Pennines

Production of post-arrival Pocket Guides – available in-destination providing information on things to see and do throughout the North Pennines Area of Outstanding Natural Beauty and Global Geopark. Updated annually.

North Pennines tbd 1, 2 & 3 North Pennines AONB Partnership

Tourism industry

Penrith Food and Farming Festival

Week-long festival both in town centre and surrounding area to promote local produce, involving local traders and producers.

Eden district £12000 2 Penrith Partnership

EDC, Penrith COT, show committee, BID

Penrith Halloween Event

One day event in Penrith Town Centre involving local businesses, residents and visitors.

Penrith and catchment area

£3000 2 EDC TBC

Alston Moor Marketing Programme

Development of a visitor facing website www.visitalstonmoor.org , production of Alston leaflet, promotion of Walkers are Welcome accreditation, fim and photography

Alston TBC CyberMoor Alston Moor Association, Alston Moor Partnership, Local Links, EDC

Penrith Railway Station

Project to provide Eden visitor display in Station. Eden District TBC 1 Network Rail Virgin

EDC

Totally Locally Marketing initiative to promote independent retailers and encourages shoppers to buy locally. Potential to be adopted in several centres and to establish trail

Key Service areas in Eden

£1500 2 Independent traders

EDC, Penrith and Appleby COTs, Kirkby Stephen Town Forum

Penrith Winter Droving Annual winter festival event -2014 will be the 3rd

time the event has taken place

Penrith TBC 2 Eden Arts EDC Penrith COT

Eden Tourism Summit 2014 Annual Summit including high profile national tourism speakers

District and County wide

TBC 2 EDC Eden businesses

Visit Eden website Develop and expand range of visitor information District TBC 3 EDC

http://www.visitalstonmoor.org/

39


Lead Organisation

Partners

Penrith Tourist Information Centre (TIC) Refurbishment

Interior refurbishment to enable the TIC to increase its retail display space. Due to be completed end of March 2014.Will include a new retail display unit to help generate additional income for the TIC.

Penrith £2500 3 EDC

Rheged Cultural Venue Development of Arts and culture venue and programme of live streaming, gallery and cinema

Penrith N/K 3 Westmorland Group

Hutton in the Forest Events Calendar of events at the Historic House and Gardens which will include Potfest

Nr Penrith N/K 3 Private sector EDC Local Groups

Dalemain Marmalade Festival

Annual Marmalade Festival to take place in February/March

Pooley Bridge N/K 3 Private sector

Lowther Castle Events Programme

Events programme in 2014 including Kendal Calling, Antiques Roadshow, Lowther Horse Trials

Lowther N/K 3 Event companies

Private sector

40

d. Carlisle and Hadrian’s Wall 1. Accommodation Project Description Area Expenditure Stage


Lead Organisation

Partners

The Halston Aparthotel

New Aparthotel offering 16 luxury Serviced Apartments, restaurant, bar, beauty SPA and event and function rooms to cater for up to 400 guests. Over 50 jobs will be created. Former Lonsdale Cinema to be redeveloped to create car parking for guests and visitors to the city plus a ground floor retail unit of circa 2000 sq ft.

Carlisle City Centre £3million 3 Burge Halston Limited and Harrison Northern Limited

Robin Graham and Simon Harrison

d. Carlisle and Hadrian’s Wall 2. Attractions/Recreation


Lead Organisation

Partners

Hadrian’s Wall National Trail path

The ongoing programme of maintenance and improvement works will continue to be carried out on the Hadrian’s Wall National Trail path.

Bowness-on-Solway to Gilsland

£80,000 per annum

3 Hadrian’s Wall Trust

Cumbria County Council and Natural England

Expansion of the Hadrian’s Wall cycle hire project

New cycle hire facilities opened at the Wave Centre in Maryport and at the Sands Centre in Carlisle in 2013 where a range of electric assisted and standard hybrid bikes are available for hire. Plans to expand the bike hire to other locations within the Hadrian’s Wall Country

North and west Cumbria

£25,000 per annum


Carlisle Leisure Ltd. and accommodation providers and other businesses in north and west Cumbria.

Carlisle Arts Centre Based in the Old Fire Station The arts centre will offer a variety of spaces for performance based events, workshops and exhibitions. Due to open March 2015

Carlisle TBC 1 Planning Carlisle City Council

Local & national arts groups, performers and artistes. Da Capo

41


Lead Organisation

Partners

Food Carlisle This project is intended to develop and support local food and drink sectors/producers/established businesses alongside community activities. Initiation and follow up action plan for the first ever Carlisle Food Charter and intended production of a good food map/trail and proposed excellence recognition awards

Carlisle District wide

TBC 1 Early Feasibility Carlisle City Council Sustainable Food Cities

Fratry Project at Carlisle Cathedral

Project, part funded by HLF, designed to open up the medieval Fratry building and allow access to all to explore the many stories of faith, hope and love associated with the Cathedral using state of the art technologies and techniques to bring this alive for all.

Carlisle city C£2.2m Provisional anticipated completion date 2015

Carlisle Cathedral

HLF

Old Town Hall Phase 2: Internal refurbishment and access improvements.

Review of Tourist Information Centre Service, Assembly Room usage and access improvements. Outcome(s) to inform the future use of the building and define requirements for internal alterations and improvements. Works programmed for completion by April 2015.

Carlisle and district.

£833k 1-early feasibility Carlisle City Council

Johnston & Wright Architects

Alma Project-Cumbria’s Museum of Military Life

Redevelopment and relocation of the County’s Regimental Museum in Alma Block of the Outer Ward in Carlisle Castle. This will provide better access and display space/areas for the large collection previously restricted by display space in its current setting.

Carlisle Castle £1.7m (HLF funding £1.43m)

3 – implementation Completion by July 2014 – opening Autumn 2014

Border Regiment Museum

HLF

Urban Adventure – Bitts Park

High Ropes Course with integrated climbing wall and zip wire. Course will include 2 ropes courses one at 9m and one at 4m each with 16 elements to complete, semi circular climbing wall with 4 routes , 65m Zip wire will start from the 10m tower , 9m Fan Descender andInfant Ropes course for Under 5’s

Bitts Park, Carlisle £320,000 3 – Implementation LJM Asset Management t/a Urban Adventure

Carlisle City Council / Carlisle Leisure Limited

Visitor Centre

New facility offering year-round programme of events and activities around wildlife/farming themes, supported by tea room, farm shop and craft/wildlife shop.

Houghton Village, near Carlisle, CA3 0LD

£1.5m 2 Cumbria Wildlife Trust

42

d. Carlisle and Hadrian’s Wall 3. Heritage and Landscape/Public Realm/Transport


Lead Organisation

Partners

Warwick Bridge Corn Mill

Restoration of listed corn mill to create training centre for historic building techniques, milling and baking. Project to include visitor facilities, shop and interpretation

Warwick Bridge N/K 1/2 North East Civic Trust

HLF English Heritage

AD 122 Hadrian’s Wall bus service

The very popular AD 122 Hadrian’s Wall bus service will continue to operate providing a valuable service for tourists and local communities.

Bowness-on-Solway to Gilsland


Cumbria County Council

Landscape Scale Project for Cumbria

A landscape scale project will be developed for an area in north Cumbria including improvements to access, interpretation and awareness raining activity to highlight the significance of Hadrian’s Wall and the rural landscape of Cumbria. In addition to the benefits this will provide for tourists the project will also include strong community engagement.

North Cumbria £250,000 1 Hadrian’s Wall Trust

Local community groups and Parish Councils

World Heritage Community Champions

Building on the valuable work already carried out and demonstrated by prior volunteer activity along Hadrian’s Wall this project will broaden the opportunities for people to become engaged in the landscape and heritage of the area while enhancing their personal and employability skills.

North and west Cumbria

£200,000 2 - 3 Hadrian’s Wall Trust

Volunteers and local community groups

Orientation Improvements

Fingerposts – replacement of selected existing fingerposts and provision of absent ones – to match black and white historic Carlisle model. Replacement of existing poor quality information points and provision of absent ones at key arrival and nodal points.

Carlisle City Centre Carlisle City Centre

£25,000 £30,000

1 1

Carlisle City Council Carlisle City Council


Public Realm Enhancement (Greenmarket)

Replacement of existing bandstand – this was installed as a temporary bandstand in the 1990s and it is intended to replace it with an improved design to provide an appropriate centrepiece to Carlisle’s historic Green Market.

Carlisle City Council

£50,000 1 Carlisle City Council

43


Lead Organisation

Partners

Public realm enhancements (Rickergate)

Removal & repair of flagged areas and tarmacing of access route, table crossing – general enhancements to the plinth surrounding the Civic Centre, including improved access for mobility impaired.




Gateway signage

Replacement gateway signage at entry points to City, both vehicular & on foot – replacement of very dated existing arrival point signage at key vehicular routes.




Lanercost Priory Enhancement

Design and installation of Inner Glass porch for Priory; Carmondy Groarke design

Lanercost- Brampton

N/K 1/2 Lanercost Priory

English Heritage

Landscape Partnership Scheme covering the parts of the North Pennines which are located in Carlisle District

Package of conservation, community development and outreach work – some of which will support the visitor economy.

Carlisle District (focus on the parts which are within the North Pennines AONB Partnership)

tbd 1 North Pennines AONB Partnership

Various tbd

44

d. Carlisle and Hadrian’s Wall 4. Marketing and Events


Lead Organisation

Partners

Wall Face

A dispersed exhibition across Hadrian’s Wall in late summer and early Autumn 2014

From Maryport to Carlisle £190,000 3 Hadrian’s Wall Trust

Senhouse Museum Trust, Tullie House, EH and the National Portrait Gallery

Marketing campaign with VisitEngland

Hadrian’s Wall Country participation within two VisitEngland RGF thematic marketing campaigns – English Countryside and Romantic Getaways

Wall-wide £15,000 3 Hadrian’s Wall Trust

VisitEngland with TWAM, Tullie and Vindolanda Trust at present

Wall wide arts engagement project

Working with arts agencies and local communities to animate the Hadrian’s Wall Frontier

North and west Cumbria N/K 3 Hadrian’s Wall Trust

Northern Stages

Carlisle Gay Pride 2014

This LBGT event will, for the first time, be held in the city centre. It will include a colourful display of music, entertainment, stalls, crafts, children’s activities and face painting. Local and national musicians will provide a lively backdrop for this community event.

Carlisle city £5k 1 – early feasibility Cumbria Gay Pride


Celebration of Cumbria in Bloom Event

A new ‘Celebration of Cumbria in Bloom’ event at the Sands Centre including an exhibition and activity linked to local horticulture. This will culminate in an awards ceremony for Cumbria in Bloom.

Carlisle City Appx £2k 1 – early feasibility Carlisle City Council

CN Events Sands Centre Cumbria in Bloom

Commonwealth Games Glasgow 2014

A potential campaign to attract those attending the Commonwealth Games to the Carlisle and Lake District area with a view to offering hotel packages suitable for those unable to secure accommodation in the greater Glasgow area. In addition, the city hopes to host a celebratory ‘Fly the flag for the Commonwealth’ event in March

Carlisle District TBC 1 – early feasibility Carlisle City Council/Cumbria Tourism/Virgin Trains

45


Lead Organisation

Partners

Discover Carlisle On going development and enhancement of the Discover Carlisle web site. Production of relevant supporting publications both digital and print incorporating the Carlisle Story branding and photography. (Sense of Place) Ongoing digital and social media promotion and awareness raising. Relevant promotion and partnership working with British Heritage Cities, Cumbria Tourism, Hadrian’s Wall Heritage Trust, Visit England and Visit Britain and the local tourism industry and related businesses.

Local, national, international

TBC 2/3 Carlisle City Council

British Heritage Cities, Cumbria Tourism, Hadrian’s Wall Trust, Visit England and Visit Britain

Pirelli International Rally

Carlisle City Centre annually host the 3rd

round of the MSA British Rally Championship. The ceremonial start takes place outside the Old Town Hall before and gives spectators to view the vehicles prior to their departure. Using Brunton Park, home of Carlisle Utd for the first time.

County wide & including Kielder Forest in Scotland & Northumberland

TBC 3 Cumberland Sporting Club

City Council

Roger Albert Clark Rally

This annual historic rally event culminates at the Moot Hall in Brampton where the ceremonial finish takes place.

County wide & including Kielder Forest in Scotland & Northumberland

TBC

3

De Lacy Motor Club/ RAC Motor Club

City Council

Le Jog Rally

This historic rally, which takes place between L Land’s End and John O’Groats, will use Carlisle as a as one of the stages for the first time in 2014.

National TBC 1 Hero Events Ltd

City Council

Cumberland Building Society Great Cumbrian Run 2014 & 2015

Great Cumbrian Run, a 13.1 mile Half Marathon which starts at Carlisle Castle and finishes at the Sheepmount Stadium, Carlisle.

Carlisle but country/regional/national appeal

£30,000 3 Date of Event 5

th

October 2014 and October 2015

CLL

Carlisle Pageant Annual event building on the first two years of activity Carlisle district N/K 2 Carlisle City Local artists, groups, schools and sponsors

Carlisle Music City Build on first two years to create annual event attracting national performers. May 24

th- June 1

st 2014

Carlisle £15K 3 Carlisle Music city

Carlisle CC Cumbria CC

46

e. Countywide 1. Accommodation e. Countywide 2. Attractions/Recreation Project Description Area Expenditure Stage


Lead Organisation

Partners

Treasures of Cumbria

Treasures of Cumbria launched in 2014. It’s a project designed to enable the people of Cumbria record and share their heritage, culture and history online. The project will be delivered online and across mobile, print and radio. It will also have a real-world presence in the form of workshops, training and special events. It will offer further information for visitors planning their trip to Cumbria

County wide 3 Cumbria Museum Consortium

Arts Council

“New”Cumbria Cycle Way

Project to promote “new” Cumbria Cycleway-website, leaflet, signposting/waymarking

County wide £30-£100K 1/2 Cumbria CC Eden DC, SLDC, LDNP, CT

e. Countywide 3. Heritage and Landscape/Public Realm/Transport Project Description Area Expenditure Stage


Lead Organisation

Partners

47


Lead Organisation

Partners

Stretch1: England Coast Path in Cumbria

This stretch, between Allonby and Whitehaven, represents the first stretch of the new England Coast Path in the Northwest of England. The formal proposals were approved by the Secretary of Stage in July 2013. It is anticipated that the stretch will be open to walkers in late March 2014.

The Cumbria coast.

3 Natural England Cumbria County Council

Stretch2: England Coast Path in Cumbria

The second stretch of the England Coast Path in Cumbria runs from Whitehaven down to Silecroft. It is anticipated that the proposals will be submitted to the Secretary of State around April 2014. No date has yet been set for the opening of this stretch, but it may well be in the summer of 2015.

The Cumbria coast.

2 Natural England Cumbria County Council

Feasibility study: New estuary crossings in Cumbria

A feasibility study of the potential for new river or estuary crossings over the Eden, Ehan, Irt, Esk and Duddon, in Cumbria – for cyclists and walkers.

The Cumbria coast.

£15,000 1 Cumbria County Council

Natural England

e. Countywide 4. Marketing and Events


Lead Organisation

Partners

International Tourism Marketing

Programme of marketing activity aimed at attracting overseas visitors from new and growing markets such as China and India.

County-wide £3m 1 Cumbria Tourism

Cumbria LEP Visit Britain, Visit England

Cultural Destinations

Marketing activity to promote Cumbria as a cultural destination- including Spring Awakening Festivals in 2015 and 2016

Cumbria-Lake District

£440,000 2/3 Kendal Brewery Arts Centre

CT, NT, SLDC, FC, LDNP, Arts Companies

Visitor Giving

Development of the VG scheme and recruiting new fundraising businesses – aiming to increase income that we can award to conservation projects

County-wide 2 Nurture Lakeland

LDNPA

48


Lead Organisation

Partners

Sustainable Tourism Business Support

Advice and support to local businesses on sustainability actions and environmental accreditation and to boost the profile of these businesses in the future to encourage more participation.

County-wide 1 Nurture Lakeland

CREA, LDNPA

SORCE

Accreditation for sustainable event organisers with related training and promotion based on the existing SORCE guide. This may also include further travel information and lift sharing programmes.

LDNP 2 LDNPA Windermere Reflections

Community Tourism Seminars

Working with CT and local partners run a series of seminars to, share practice, clarify support available and encourage local action

Specified areas where encouragement is wanted/needed

Approx £2,500 per event

1

ACTion with communities in Cumbria

Local organisations, LAs ,CT Businesses

Community Tourism project support

Working with a local community to support visitor welcome activities

Specified areas Approx £18,000 – bid into RGN at present

1 ACTion with communities in Cumbria

Local organisations, LAs, CT Businesses

Outdoor Industry Association Conference 2014 and 2015

Annual gathering, conference and AGM for the Outdoor Industries Association- March 17

th- 18

th 2014

Low Wood Windermere

N/K 3 OIA LDNP CT Private sector

49

APPENDIX 1:

Organisations & Businesses Consulted in the preparation of the Destination Management Plan:

Action with Communities in Cumbria

Active Cumbria

Allerdale Borough Council

Alston Moor partnership

Arnside & Silverdale AONB

Arts Council

Barrow Borough Council

Bay Tourism Association

Boosting Furness

British Energy Coast


Carlisle College

Copeland Borough Council

Culture Leisure Life


Cumbria LEP

Cumbria Museums Consortium

Cumbria Wildlife Trust

DEFRA

Eden District Council

Eden Rivers Trust

English Heritage North West

Environment Agency

Federation of Small Businesses

Forestry Commission

Friends of the Lake District

Furness Enterprise

Hadrian's Wall Trust

Heritage Lottery Fund

Honister Slate Mine

Kendal College

Keswick Tourism Association

Lake District National Park Authority

Lakeland Arts Trust

Lakes Hospitality Association

Morecambe Bay Partnership

National Farmers Union

National Trust

Natural England

North Pennines AONB Partnership

Nurture Lakeland

RSPB

Solway Coast AONB

South Copeland Tourism

South Lakeland District Council

VisitEngland

West Cumbria Tourism

Winder Hall

Wordsworth Trust

Yorkshire Dales National Park

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APPENDIX 2

CRITERIA FOR APPRAISAL AND PRIORITISATION OF MAJOR PROPOSALS FOR DMP PROJECTS The following criteria are suggested as a means of prioritising project proposals coming forward via the Destination Management Plan process. These are seen as having particular relevance not only for possible public and lottery funding but also as a means of identifying those projects which have the potential to contribute most to the improvement of the Visitor Economy in Cumbria.

CRITERIA COMMENTARY

Strategic Fit Whether the proposal can demonstrate a direct contribution to achievement of the strategic objectives of the Cumbria LEP Strategic Economic Plan, Cumbria Tourism Strategy and Visit England’s priorities

Contribution to specific needs of the Visitor Economy in Cumbria

How will the proposal improve delivery of the Destination Management Plan in Cumbria? What impact will it have on; quality; seasonality; distinctiveness; brand recognition/strength; skills; customer care; public realm improvements; increased partnership working; attraction of overseas visitors, cultural visitors, younger/family audiences and other target markets

Deliverability Is the proposal ready for implementation and completion within the specified timescale, with all obstacles and risks resolved or resolvable. What is the track record of the delivery body and is match-funding in place?

Evidence of Need Whether there is clear evidence of market demand, opportunity or industry need for the activity [market failure]

Benefits Clear and well defined benefits for the Visitor Economy in Cumbria and/or the tourism industry and evidence that the activity will achieve those benefits

Value for Money Whether the proposal represents the best value way of achieving the objectives, as represented by a Business Plan or evaluation of alternatives

Sustainability Whether the proposal is sustainable, both in environmental and financial terms in the long run, has an exit strategy from public support and has considered green/sustainable transport plans

Need for Public Support Whether it has been established that there is a requirement for public funding to make the activity happen, or happen in a more effective or timely way and the level of either public or private sector leverage achieved

Recording and Evaluation

What arrangements are in place to record and evaluate the proposed activities? Is the proposal presented as a regional exemplar for the development and dissemination of innovation and best practice?

destination management plan 2014 -...

Documents