susannah bleakley -...
TRANSCRIPT
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 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
• 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
