Susannah Bleakley Morecambe Bay Partnership
700 Days to Transform the Bay • Aims to bring more visitors who stay longer, travel sustainably, spend more and repeat their visits. • Build capacity in the private sector, with the infrastructure connections, skills, knowledge and tools they need to create a more compelling destination.
Long term economic benefits • Aim 3% uplift in tourism spend & employment by 2016 • Increase in tourism revenue of £15M • 268 new indirect jobs (cost/job £1,940) • Safeguard a further 8,200 jobs.
CCF – Headlines • 700 Days to transform the Bay • 12 Partners • 12 Projects, arranged in 4 themes • £0.52M ask of CCF • £0.72M Total Scheme • Decision in December 2012 • If successful – delivery 2013-15
CCF – 700 Days Partners Re-Visioning The Social, Natural & Built Environment
“The tourism industry has, to a great extent not, moved with the times." Lancashire County Council
1 in 3 young people in the most deprived DCLG indices of Deprivation 2010
DCLG Indices of Deprivation 2010 In Barrow • 1 in 4 of the population, 1 in 3 young people, living in the top 10% most deprived areas. • 52% in top 10 most health deprived Morecambe Bay area • 1 in 7 of the population, 1 in 6 young people, are living in the top 10% most deprived areas. • 29% in most health deprived.
“Morecambe Bay has long under performed its true potential.” Eric Ollerenshaw, MP for Lancaster and Fleetwood “The Bay is a significant yet under -realised natural, economic and cultural asset. ” Andrew Dobson, Head of Regeneration and Planning “The visitor economy is a key sector with potential for sustainable growth.” Cllr Tony Markley, Cumbria County Council Cabinet Member for Economy & Highways
3 NWDA funded studies 2008 • Genecon report • Liverpool University • Regional Parks Expert Group
STRENGTHS – from Genecon Report, 2008 • Strong sense of place; a unique and very rich assemblage of natural, historical and economic assets; • Outstanding natural environment & landscape; scale and grandeur of vast, open panoramas.
CHALLENGES – from Genecon Report, 2008 • Lack of visibility of Morecambe Bay as a tourist brand • Poor image; post-industrial, post-prime • Need to invest in quality of tourism product and improve marketing • Ensure enhanced access does not conflict with environmental protection • Accessibility and peripherality; overcoming administrative divisions.
HIGHLIGHTED from Genecon Report, • importance of tourism to the local economy • opportunities for coastal towns to accommodate more visitors NEED to • increase spend per visit and overnight stays (especially Lancashire) and • improve the visitor infrastructure throughout the Bay area (especially Barrow) expand the range and quality of tourism and leisure opportunities.
RECOMMENDED from Genecon Report, 2008 • Capitalising on transformational opportunities • Walk and cycle way over Arnside rail viaduct to create world-class destination • Co-ordinated branding and marketing to develop a strong identity for the Bay • Improved connectivity and publicity of sustainable green transport routes and • Raising the quality and number of destinations to encourage longer stays.
12 projects • Tourism studies • Trails and Apps • Recreational Disturbance • Training • Events • 2020 Vision
4 Themes; 12 projects Theme Theme • Place-making 1. Essential Studies 2. Place-making Research & Events Place- • Active Conections 3. Headline Heritage making 4. 2020VISION Exhibition • Global Connections 5. Sense of Place Toolkit 6. Morecambe Bay Cycle Route Active 7. Arnside to Grange Viaduct Cycleway • Targeted Training 8. Marketing & Communications Global 9. Scheme Co-ordinator & Support 10. Scheme Evaluation & Showcase Event 11. Welcome to Morecambe Bay Training 12. Developing Bay Businesses
The concentration of WW1 & 2 sites has only been recently recognised as one of the most significant in Britain. 700 Days will provide training for Guides to bring these sites alive for a high-value niche market, attracting overseas visitors.
“The Midland Hotel, has shown that Morecambe can attract higher value visitors. 700 Days will increase this appeal, raise visitor perceptions, “ deliver an exceptional visitor experience. ” Tony Openshaw, Marketing Director, Marketing Lancashire
“The proposed work targets the higher value sectors of tourism… families and groups who want to visit sites of cultural interest. It has been amply demonstrated that these cultural tourism have much greater economic impact.” Dr Sam Riches, Centre for NW Regional Studies, Lancaster University
Flookburgh Film Stars
In my first six months of trading "6 Norwegians travelled especially to do the 'Walney to Wear' and 4 Russians for the 'Way of the Roses' long distance cycle routes." Jason Kennedy, Owner Manager Silverdale Cycle Hire
Project Portfolio • H2H £2M HLF funded – heritage, 2013-2018 • NIA £0.6M Defra – nature, 2012-2015 • CRF S2S £1.2M Defra – rivers 2012-2015 Just Submitted • CCF Morecambe Bay Coastal Communities Scheme £0.52 ask – tourism, 2013-2015
Susannah Bleakley Morecambe Bay Partnership sb@morecambebay.org.uk 01539 735900
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