Susannah Bleakley Morecambe Bay Partnership 700 Days to Transform - - PowerPoint PPT Presentation

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

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.

DCLG Indices of Deprivation 2010

“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

• pportunities.

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

• Place-making
• Active Conections
• Global Connections
• Targeted Training

Theme Theme

Place- making

• 1. Essential Studies
• 2. Place-making Research & Events
• 3. Headline Heritage
• 4. 2020VISION Exhibition
• 5. Sense of Place Toolkit

Active

• 6. Morecambe Bay Cycle Route
• 7. Arnside to Grange Viaduct Cycleway

Global

• 8. Marketing & Communications
• 9. Scheme Co-ordinator & Support
• 10. Scheme Evaluation & Showcase Event

Training

• 11. Welcome to Morecambe Bay
• 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