LLWYDDO YNG NGWYNEDD _Innovate

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1 LLWYDDO YNG NGWYNEDD _Innovate Provision of a market assessment service for Portable Ecocabins A short report by Arwel Jones Associates March 2010

2 1. INTRODUCTION This report is made in response to the commission received from Cyngor Gwynedd Council in relation to the Gwynedd Rural Development Plan, specifically the Innovate component. The aim is to develop a new form of overnight accommodation for walkers and cyclists which requires no permanent infrastructure and could provide a service in conjunction with an eco-letting agency and landowners. 2. SITE VISIT AND PRODUCT ORIENTATION This took place at Nantcol Works in Llanbedr on March 16 th with the two project originators and developers. The meeting was conducted in the only existing prototype building sited in woodland on the edge of the premises. The following abstract and drawing taken from the product s successful patent applications gives a brief insight into its innovative design and construction. The idea was born out of ecological and sustainable development principles, following attendance at a Sustainability Fair in Harlech. According to the developers: Our aim is to put together a workable package through creative consultations, where the product design, permissions and business model address global environmental concerns in a local context. If successful, we believe the project can contribute to employment and income opportunities in the region. By reflecting best practice in environmental terms through design and operation, increased tangible value can be derived for the landowner from the special qualities of the area, reiterating rather than undermining its premium status.

3 In practice, the ecocabin project aims to design and produce a sustainable alternative to the static holiday caravan. Sited on farms, as part of existing caravan/camping sites or at new locations, these environmentally sensitive holiday dwellings will allow visitors to experience an eco-friendly break that is new, exciting, relaxing and educational. The project will be a catalyst for numerous related local business opportunities including organic food production, waste treatment, green transport, renewable energy and woodland management as well as employment relating to the production of the building, its installation and subsequent management. Built primarily of timber and hexagonal in shape, it can be easily assembled, dismantled and moved or stored. The project is underpinned by a fully sustainable approach that involves the minimising of its environmental footprint or impact. Any carbon derived through the production and running of the work can be reclaimed through carbon offset planting schemes, i.e. new trees. This in turn will create a sustainable timber cycle for building. An innovation grant was obtained via the Snowdonia National Park Authority s CAE initiative, further details of which are given in the following policy section. This has enabled development of the idea and prototyping of the model. Further assistance has been obtained through Smart Cymru and CAD support provided by Coleg Menai. One of the main issues to arise had been the National Park Authority s current inability or unwillingness to consider the siting of the ecocabins within the National Park. According to Development Control: Unfortunately there is no mechanism currently available through the policies of the Local Plan that could permit new sites for such structures for visitor accommodation within the National Park. These structures would be classed in the same bracket as a log cabin or chalet which unlike touring or static caravans are not in themselves transportable with a chassis and wheels. Policy TW4 of the Eryri LDP states that the Authority will not permit new chalet sites. However, this does not preclude replacement of existing structures or potential development of individual units within the curtilage of private dwellings for use incidental to the domestic use of the building. This situation places a major restriction on the potential for the ecocabins becoming an accepted structure within the National Park. Another point of discussion revolved around temporary structures which are currently either exempt or subject to the 28 day rule, such as tents, yurts and other shelters. It also raised the question if the design could be adapted to consist of no more than two sections, and was transportable on wheels or a chassis, would it them become an acceptable replacement for touring or static 3

4 caravans? Other local authorities such as Cyngor Gwynedd Council and the Isle of Anglesey had also been approached on the issue. The discussion then broadened into other potential uses of building, such as a small retail unit, information or interpretation centre, garden office or other such structure. Its innovative and intelligent design merited a wider audience and exposure to greater critical appraisal, technical, functional and aesthetic. Its potential use in disaster relief or in ecotourism development was also explored. SUBJECT: Ecotourism and ecolodge development around the world in the 21st century AUTHOR: Hector Ceballos-Lascurain, Director General of the Program of International Consultancy on Ecotourism (PICE) and Special Advisor on Ecotourism to IUCN (The World Conservation Union) and the World Tourism Organization (WTO). The main reason for a tourist coming to an ecolodge is that it provides the opportunity of being in close contact with nature (in some cases, supplemented by interesting cultural elements). In any ecolodge project there is the need to apply a new approach to architecture, now widely termed as ecological design or "ecodesign". Ecodesign may be defined as "any form of design that, being integrated to the surrounding ecosystem, minimizes its negative environmental impacts" (Ceballos-Lascurain, 1997). Ecodesign is an integrative and ecologically responsible design discipline. It consists of joining isolated efforts in what has been loosely termed as "green architecture", sustainable agriculture, ecological engineering and many other fields, sometimes widely dispersed, in which we must include ecotourism. Ecolodge development, being a consequence of ecotourism, is a new phenomenon and lessons are being learned every day around the world in this fascinating and fast-growing field. There are several areas where ecolodge development is being successfully implemented. Some key areas of ecolodge development around the world include Costa Rica, Belize, Ecuador, Peru, Brazil (mainly the Amazonian area), Venezuela, Australia, New Zealand, Malaysia, Kenya, Tanzania, South Africa, Malawi, and Botswana. The developers were also quizzed on marketing, production and cost aspects of the product, e.g. could they gear production to potential demand, how would the place the product in the market place, how would they gear up production to meet demand, and how robust were their unit cost estimates? In terms of business planning, were capital investment or partnership funding opportunities in place? These were all areas requiring further investigation. 4

5 3. POLICY ANALYSIS Key policies, programmes and strategies relevant to ecocabins include: WELSH ASSEMBLY GOVERNMENT S ONE WALES AGENDA Promoting Tourism Tourism is vital to economic prosperity and job creation in many parts of Wales. Tourism should therefore be developed across Wales on a regional basis in order to make the most of local resources and assets. We will continue to promote Wales actively in external markets, drawing on our unique assets in culture, history and the environment. We will support the tourism industry as the market moves increasingly towards shorter and activity-based breaks. A Prosperous Society We will develop an all-wales green jobs strategy. A Sustainable Environment We will submit a Rural Development Plan for to the European Union (the RDP contains several axes for sustainable development, including the following): RURAL DEVELOPMENT PLAN AXIS 3: the quality of life in rural areas Axis 3 aims to diversify the rural economy by providing support to farming families to diversify into non agricultural activities, support for the creation and development of micro-enterprises and support for the encouragement of tourism activities. It also aims to improve the quality of life in rural communities by supporting basic services for the rural economy and population, village renewal, conservation and upgrading of the rural heritage and training for rural economic actors. TECHNICAL ADVICE NOTES TAN 6 Agricultural and Rural Development (2000) TAN 13 Tourism (1997) TAN 14 Coastal Development (1998) TAN 6 is soon to be revised and reissued in light of rural development and sustainability issues. May be more accommodating of different types of rural building and ancillary structures. TANS 13 and 14 are over 10 years old and also in need of revision. 5

6 VISIT WALES Its vision for Sustainable Tourism is: Wales is recognised internationally as a leading sustainable tourism destination that promotes local economic prosperity, supports community well being and engagement, enhances its natural environment and culture and delivers a high quality experience to visitors. There are four key objectives supporting the vision:- promoting local prosperity supporting community well being and involvement minimising tourism s environmental impact protecting and giving value to natural heritage and culture RELEVANT ACTIONS Influence the scale, nature and location of development to ensure that tourism development is in keeping with the needs of the local community and its linguistic character Promote and develop tourism activities that depend on quality landscapes (e.g. walking, activity tourism) Explore opportunities to ensure that revenue from visitors supports maintenance and restoration of natural and built heritage Work with developers to ensure that sustainable projects are promoted Monitor impact of recreational activity on the environment Influence the scale, nature and location of development to ensure no adverse impact upon the environment Support agri-environmental projects that meet wider tourism objectives for heritage conservation In its Coastal Tourism Strategy and attendant action plan, Visit Wales recommends that changes in the accommodation stock in and around resorts should be encouraged to meet changing demands in the tourism market, involving improvement to existing stock, new provision and conversion of redundant premises to other viable uses. It stresses that new development (of self-catering) will only be supported where it is demonstrated that significant additional business will be generated from growth target activity markets. In relation to the rural coast, VW recommends that the development of new an appropriate tourism accommodation and infrastructure is encouraged in line with policies relating to new and appropriate forms of sustainable accommodation and infrastructure in rural areas being considered in the Local Development Plan process. 6

7 A recent Visitor Economy Strategy for the North Wales Coast Strategic Regeneration Area (2009), funded by VW and other agencies considers new forms of self-catering accommodation for coastal tourism. Key activity tourism strategies A trawl through VW s various strategies for activity tourism confirms its emphasis on the potential of this sector for further development in Wales. The advantages include adding considerable value to the existing rural tourism offer, extending existing products, introducing new products to market, extending the tourism season and harnessing the wealth of natural resources within which many of these activities take place. By their nature, they also often tie in with community and local economic activities. For example: 7

8 Excerpts from Moving up a Gear; a cycle tourism strategy for Wales Cycle tourism offers considerable benefits and potential for Wales. Cycle tourists, whether coming for cycling holidays, or participating in cycling as a holiday or day visit activity, represent a growing and valuable tourist market for Wales. Cycle tourism is an environmentally sustainable form of tourism, which has a minimal impact on the environment and host communities. It can also make a positive contribution to encouraging reduced visitor reliance on car travel, and can make good use of under-utilised and redundant resources, such as by-roads and disused railway lines. Excerpts from Best Foot Forward: A Walking Tourism Strategy for Wales Walking as a holiday and day visit activity is clearly very popular in Wales. Almost three quarters of UK holiday visitors, and two thirds of overseas holiday visitors to Wales, go walking at some point during their stay, and over half of all day visits in Wales include walking. Spending by walking visitors is estimated to bring over 550 million into its rural and coastal economies. If the multiplier effects of this spending are taken into account, the economic value of walking tourism is even higher. Walking visits can contribute to reducing seasonality. They offer potential for boosting shoulder season demand. More experienced walkers and hill walkers also visit during the winter, generating much needed additional demand at this time of year. Walking visits can contribute to the development of sustainable tourism. The promotion of walking opportunities from accommodation bases, or linked with public transport, can play an important role in reducing visitor use of their cars during their stay. Activity tourism strategies also exist for the following areas: Time for Action Adventure Tourism Saddling Up for Success Equine Tourism Catching the Wave Watersports Tourism Angling for Growth Fishing Tourism 8

9 ERYRI LOCAL DEVELOPMENT PLAN DEPOSIT VERSION SPRING 2009 A Sustainable Rural Economy In order to create and retain a sustainable rural economy the National Park Authority will: Support new employment development in the local service centres, local service towns and villages and in secondary villages. Promote the re-use of underused or redundant land or buildings for economic or employment purposes. Support the agricultural sector and opportunities for rural diversification that do not negatively impact on the Special Qualities of the National Park. Support tourism and recreation activity which maximise local economic benefits, minimise environmental impact and safeguard the Special Qualities of the National Park. Encourage proposals which would provide appropriate supportive infrastructures to sustain and promote the local economy. Support live-work units and home working. Static Caravans and Chalets It is recognised that caravan and chalet sites are an important addition to the range of accommodation that is on offer to meet the varying needs of the visitors to the Park. A high number of large static caravan sites are located within the National Park, most of which are along the western coastal plain. Many of these sites would be considered unsuitable today due to their openness and lack of screening. Given the existing numbers of static caravans and chalets in the National Park, the Authority does not consider that there is sufficient justification for any further static caravan and chalet sites due to their effect on the landscape and on the Special Qualities of the National Park. Such proposals will therefore not be permitted. The Authority will consider applications for re developing existing sites where density of the sites will be reduced. Development policy 21: Chalet and Static Caravan Sites Within the National Park new static caravan or chalet sites, or extensions to existing sites, or any proposals which involve an increase in the number of static units on existing sites will not be permitted. The redevelopment of existing static caravan or chalet sites will be considered where the density of the site would be reduced, there would be significant overall improvement to the environmental quality of the site and there would be a reduction of its impact on the surrounding landscape. 9

10 Proposals for the change of use of a static caravan or chalet from tourist use to residential use will not be permitted. Touring Caravans and Camping Sites Given the existing numbers of touring caravan and camping sites in the Park, the Authority does not consider there is sufficient justification for any further sites within the Park due to their effect on the landscape and Special Qualities of the National Park. Such a proposal will therefore not be permitted. The Authority will give consideration to the extension or upgrading of existing touring caravan and camping sites but only where they are well screened. They will need to be of a scale and form that is compatible with the setting and capacity of the area in which they are proposed. Development Policy 22: Touring and Camping Sites Within the National Park no new touring or camping sites will be permitted. The extension or upgrading of existing touring caravan and camping sites, will be permitted providing all of the following criteria are satisfied: The site is already well screened from public vantage points, and, or there would be a reduction of its impact on the surrounding landscape. The scale and layout of the extension or upgrading is appropriate within the landscape. The proposal will significantly improve the internal landscaping of a site and increase the quality of the existing facilities, or develop new high quality facilities. CAE CAE is a Sustainable Development Fund administered by Snowdonia National Park Authority on behalf of the Welsh Assembly Government. The fund s purpose is to support projects which will improve the quality of life in the National Park. The main thrust of CAE is to demonstrate at a local level the principles of sustainability that the National Assembly for Wales has a duty to promote under powers imposed on it by the Government of Wales Act It is a scheme that seeks innovation and a wide variety of projects will be encouraged. The overall aim is: through partnership, to develop and test ways of achieving a more sustainable way of living in a countryside of great natural beauty and diversity, in which the local characteristics of culture, wildlife, landscape, land use and community are conserved and enhanced. The scheme has three primary objectives: 10

11 to explore ways of pursuing concurrently the 4 principles of sustainability (see below) and of breaking down barriers that can act as obstacles to sustainability to develop models for the sustainable management of the countryside that could be applied more widely in Wales to generate greater awareness and understanding of sustainability There are also three secondary objectives: to develop projects that address global problems at a local level in ways that enable the communities, culture and language of Snowdonia to grow and flourish in the 21st century. to develop projects that innovatively satisfy sustainability criteria. to develop lasting partnerships and community activity to deliver local sustainability beyond the lifetime of the CAE fund. Four principles of sustainable development: 1. Effective protection of the environment 2. Social progress which recognises the needs of everyone; 3. Prudent use of natural resources 4. Maintenance of high & stable levels of economic growth & employment. The ecocabins project appears to fit all the main criteria, especially those related to innovation and sustainable development. It would seem an ideal exemplar project to be piloted within the National Park with a view to informing similar development on other protected areas of the UK, Europe and beyond. The development control issue seems to have stalled the project and all attempts should be made to overcome this technical impasse. 11

12 4. CONSULTATIONS SNOWDONIA NATIONAL PARK AUTHORITY A conversation with the Principal Policy Officer (formerly the CAE officer who dealt with the ecocabins project) and the Director of Planning and Cultural Heritage indicated their support in principle for the concept, which had been stalled on the technicality of planning classification. They both stated that the National Park policy prevented the development of new static caravan and chalet developments within the Park, but that the possibility existed to replace an existing static or chalet with a more environmentally acceptable structure such as the ecocabin. Their advice was to find a suitable existing site and submit a test planning application, stressing the structure s environmental credentials in terms of its construction, light footprint and other special attributes. CYNGOR GWYNEDD COUNCIL and SUSTRANS The Policy & Performance Manager (Planning & Transportation) had previously provided an opinion on the planning status of the ecocabin structure, following earlier discussions with the developer. In her considered opinion it would seem that the cabins would fall into the category of caravan. This was based on the unit s means of assembly, its degree and means of portability, and the degree of permanency/length of time the units would be left on the land. Another factor was the lack of permanent foundations or footings for the structure. However, Policy D16 of the 2009 Gwynedd Unitary Development Plan specifically states that proposals for the development of new sites for static holiday caravan units and holiday chalet units will be refused. Policy D17 on the upgrading of existing static holiday caravans and holiday chalet sites allows for minor extensions, relocation, a minor increase in numbers and the exchange of touring pitches for static holiday caravan units if this represents significant improvements to the site. In discussion with Cyngor Gwynedd Council s Sustainable Transport Officer and the Sustrans Area Manager for North & Mid Wales, both saw potential for the non-specialist family market wishing to explore the area. They also saw the need for bunkhouse type accommodation offering good quality family units. A further set of discussions took place with the county council s tourism department, which suggested that both the cycling/walking and the heritage potential of tourism in the county were significant. They also supplied strategic and statistical material, some of which has been used in the compilation of this report. COUNTRYSIDE COUNCIL FOR WALES The Head of Access, Recreation and Communication liked the idea and suggested a more detailed discussion with CCW s Head of Environmental Policy. The latter felt the matter would be best dealt with by individual planning authorities, although he accepted that a higher level discussion on the environmental merits of the project might be in order. 12

13 TOURISM PARTNERSHIP NORTH WALES The Director of TPNW has seen the prototype ecocabin and discussed the project with its originators. He sees it as an interesting alternative to yurts, especially in the light of the growth in demand for tented holidays. He saw he main advantages as the unit s flexibility and adaptability into linked modules, plus its potential for deliver and location on sites which would otherwise prove difficult or inaccessible to conventional caravans, static or touring. He did not see the ecocabin as a direct replacement for the caravan, as the latter had a robust business case, rather as an upgrade from a tented pitch, a new farm accommodation option or as a part of the glamping offer. MENAI HOLIDAY COTTAGES The agency is constantly looking for holiday accommodation that is different and of consistently high quality. They are currently considering the inclusion of two log cabins in their brochure. The director has been sent background information on the ecocabins, along with a number of CAD images and invited to view the prototype building. Some of their accommodation providers may also be interested in extending their offer to include a different form of holiday dwelling. Menai Holiday Cottages may feature the ecocabins in its periodic owners newsletter. A POLICY PROBLEM OR A SOLUTION? The main rural development, countryside and tourism agencies at national and regional level have policies and programmes which encourage sustainable development of the rural economy, innovation in the environmental sector and the further refinement of tourism to add significant value to the current offer, be it mainstream, special interest or niche related. See also the following PESTEL analysis. The main sticking point appears to be the unusual nature of the ecocabin design and construction, causing it not to fit neatly into a technical accommodation category. This, coupled to the moratorium on further static and chalet sites in the countryside, makes it difficult to fit into the existing planning structure. However, given its radical design and adaptability, further discussions should be conducted at policy level in order to explore effective ways forward. The fact that both the regional tourism partnership and a major holiday selfcatering agent are excited by the ecocabin s potential suggests that the market is ready for a new and alternative holiday accommodation type which fits with the general countryside/activity/lifestyle offer of North Wales, but adds a new and imaginative twist to the sector. 13

14 5. SELECTIVE DATA ANALYSIS GWYNEDD OUTDOOR SECTOR RESEARCH In order to gauge the success of the activity sector marketing campaigns and the economic benefit generated, Gwynedd Council distributed 500 questionnaires to customers who had requested a copy of the Snowdonia: Active booklet. They used a sample of 250 individuals from the Autumn 2006 VW campaign and a further 250 individuals from the spring 2007 VW campaign. The following figures and results have been calculated using the 73 completed questionnaires of those who visited the area following the receiving of the Activity booklet. Also included are figures from the evaluation carried out during The following table shows below the activities undertaken by those who visited the area: Type of activity % use 2007 % use 2005 Walking Coastal activity Cycling and mountain biking Climbing Bird watching Horse riding Fishing Golf The table below shows the type of accommodation used whilst in the area: Type of accommodation % use 2007 % use 2005 Self catering Other Camping Hotel Guest house The average staying period as calculated from the questionnaire results was 5.72 nights with the average spend being per person / per stay including accommodation. It was estimated that 11,625 individuals spent an average per person whilst in the area generating 2,693, in tourism revenue to the local economy. It was calculated that a further 3,151 intended visits at 5.66 persons per average group would result in 17,834 intended individuals visiting to the area. By using the average expenditure as calculated above of per person per stay on a basis of 5.72 nights it was assumed that a further 4,131,424 could be generated in tourism revenue. It was therefore estimated that the possible total tourism revenue generated from the Active Destination booklet/marketing campaigns would be worth 6,824,471 to the area. 14

15 SUPPORTING ACCOMMODATION DATA From the Gwynedd Bedstock Survey 2008 The preceding data underline the significance of the outdoor sector to the economy of Gwynedd, both directly through participation in specific activities and more indirectly through more informal pastimes such as walking and coastal activity. Self-catering remains the most significant form of holiday accommodation for this and other sectors which, coupled with camping, makes up over 50% of the total accommodation used. In terms of supply, static caravans make up the majority of Gwynedd s self catering holiday bedstock, followed by cottages. Touring caravans, chalets and tents are very poorly represented. The following section provides more clues on visitor activity in Gwynedd. VISIT WALES 2009 VISITOR SURVEY of Gwynedd produced by Beaufort Research November individuals were interviewed during the period March-October 2009 in Caernarfon, Porthmadog, Llanberis, Barmouth, Harlech and Pwllheli. All percentages are rounded off to the nearest whole integer and therefore may exceed 100 % in total. Some key findings include: Type of transport used car/van hire car/van train public bus/coach private bus/coach camper van/tourer other What was your main method of transport used to reach Wales? 85% 3% 2% 1% 3% 3% 3% What is your main method of transport around Wales? 87% 3% 2% 1% 4% 2% 3% 15

16 What type of trip are you on? Of those interviewed, 30% were on their main holiday, 25% on a secondary holiday, and a significant 38% on a short break. Main reasons for visit 19% cited scenery, landscape and countryside, 16% had made a previous visit, 10% were there for the coast, 7% wanted to visit somewhere they d never been before, 6% were visiting friends and relatives, 5% were taking part in outdoor activities, 4% were sightseeing or visiting attractions and 1% referred to history and heritage. How did you book your main accommodation? An overwhelming 73% had booked directly with the establishment by phone, fax, letter or website and a further 8% had booked through another website, internet or . Only 1% had booked via Visit Wales and none had booked through a TIC. 2% had booked through a travel agent, and a further 2% by tour operator. POSSIBLE IMPLICATIONS OF THE ABOVE With most visitors arriving and travelling about in their own car, usually on a main holiday or short break (the latter now tending to outperform the former), and with the landscape and general rural/coastal environment as a major factor, scope exists for ecocabins to provide a mainstream alternative to static caravan accommodation on the one hand and a more specialist activity/ lifestyle holiday option on the other. POTENTIAL USES FOR ECOCABINS CYCLING TOURISM WALKING TOURISM ADVENTURE TOURISM HORSE RIDING TOURISM WATERSPORTS TOURISM FISHING TOURISM Overnight accommodation, secure storage, base for day cycling, sales/hire centre Overnight accommodation located near to good walking routes/networks, shelter or refreshment units Overnight accommodation adjacent to adventure site, booking/hire centre Overnight accommodation, secure storage, feeding station, booking/hire centre Overnight accommodation near water resource, surf pods, safe storage, booking/hire centre Fishing lodge, lakeside/riverside shelter, put-andtake ancillary building, sales/hire centre All activity tourism forms require suitable accommodation, located where possible near to the activity site. Whether it be close to the Sustrans cycle network, a local footpath network, adventure or water area, Ecocabins seem to offer a convenient and lifestyle-related alternative to traditional self-catering and 16

17 serviced accommodation. The use of high performance materials and fabrics could be incorporated into the ACTIVITY CABINS, with more aesthetic/lifestyle features incorporated into more TRANQUIL CABINS. DESIGN AND FITTING OUT The units could also be adapted and accessorised according to activity type, e.g. fishing lodge, cycling cabin, using modular design to create bespoke units. For instance, a fishing lodge could include its own smokery, a cycling cabin could have a bike cleaning/storage area. Elements of luxury and design detailing could greatly enhance the overall experience. For example, Featherdown Camping tents include interesting quality Dutch features such as Delft kitchen items and integral shelving made from Groningen wooden beer crates, highlighting a specific urban-rustic/rural-chic lifestyle choice. Interior design ideas could include appropriate fixtures and fittings, intelligent folding/tensioned beds and storage units, the cabin itself adapted according to market sector such as activity or tranquil tourism. 17

18 6. THE COMPETITION PODS The Pod is a wooden construction camping unit made of redwood pine and clad in galvanised steel. It is insulated with sheep s wool and a reflective foil membrane and finished with brass fittings. A standard pod is 2.56m wide x 3.94m long (internal dimensions 2.32m x 2.70m), a family pod 2.83m x 4.77m (internal dimensions 2.66m x 3.52m). It is constructed as a single unit and transported to site on a flatbed truck. A Pod can be bought outright for 5450+VAT (standard size) or 6450+VAT (family size), plus transportation costs, or hired on an annual basis, with the option of buying at the initial purchase price at the end of each 12- month contract. Reduced rental charges can be negotiated at the end of the fifth year. Each Pod is supplied with a durable carpet square, blackout roller blind for French doors, easy fix decking panel, electric hook-up to switched double socket and Delonghi Bambino 500W heater. Built within the Lake District National Park, the benefits of the POD are given as: Already set up when you get there - just move in No taking down wet tents and drying before storing Non of the adverse effects of driving rain and wetness No wind whip or flapping to keep you awake No waking with the early dawns of the long days of summer More privacy and security All the benefits of an insulated structure in winter and summer Option of having heat, light and other electrical devices They are all the same - you can carry your own POD kit for maximum enjoyment A massive hit with kids - it's a 'den' thing Move from Pod to Pod on multi-centre touring breaks Affordable accommodation in some truly stunning locations According to planning law, it qualifies as a static caravan (Section 29(1) of the Caravan Sites & Control of Development Act 1960). Lake District planners felt positive enough about the Pod to depart from their policy on static caravans providing certain conditions were met because they acknowledged that it would add amenity by encouraging sustainable tourism. 18

19 GLAMPING This is the in-vogue phenomenon of glamorous camping, i.e. staying in a tent-like structure but with all the trappings of luxury such as comfortable beds, a fully functioning kitchen and integral toilets. It ranges from yurts in the Lake District to traditional Romany caravans in Brittany to luxurious safari tents in Tanzania. Further details are available at including 53 sites in the UK, four of which are in Wales, including: Anglesey Tipi and Yurt Holidays, North Wales Alternative camping holidays at this low-impact tipi and yurt campsite on the picturesque island of Anglesey. Sleeps: 2-25 maximum Tariff: From 45 per night, per tent Note: Open from April to September. FEATHERDOWN CAMPING Located on working farms, this is a trademarked holiday product aimed at providing farms with a bespoke quality product which can be erected and managed with a minimum of preparation and planning by the operator. According to their website ( The Feather Down farm can only be found on small-scale farms where the farmer and their family are passionate about preserving the long-term sustainable future of our countryside. A Feather Down farm is always established on or in the vicinity of a nature reserve or country estate or one of the other organizations in the field of rural conservation. 19

20 Each Featherdown Farm tent includes a canopy bed, cooking stove, master bedroom, bunk bedroom and flushing toilet. The Feather Down tent is equipped for up to 6 people (maximum 5 adults and 1 child up to 12 years), with glasses; cups; mugs; plates; cutlery; kitchen knives; chopping-boards; scissors; a coffee grinder; pans; cooking and baking equipment and serving spoons. Cooking takes place on a wood-burning stove. There is a living area of 45 m² (more than twice a normal family tent), and every tent has its own toilet and there are spacious beds. There are pillows and duvets and rented the bed linen. There is cold running water in the tent s kitchen. There are hot showers on the farm. There is no electricity in the tent; for lighting, oil lamps and candles are used. When not in use during the winter months, they are normally required to be dismantled (November-March), although in practice, some the tents are left in situ and folded down to half height during this period. A new Featherdown Farm venture is about to open near Talybont, Bangor. They approached the company two years ago and were approved after twelve months. The farm itself went through the normal planning process, submitting a detailed design and access plan to Gwynedd Council. Featherdown Farm supplies all the equipment and deals with all booking issues. A visit to the farm confirmed the availability of five well appointed field tents with integral woodstoves, kitchen and sleeping area. There was also a separate shower block and field stove. A parking was being created away from the main orchard camping area. An existing Featherdown Farm near Bala has had an enforcement notice served for non-compliance with planning regulations in relation to location of the structures on that particular site. Otherwise, the National Park Authority was well disposed to the development. COMPARATIVE PRICES We have looked at various aspects of the different type of comparable holiday accommodation currently on the market, including relative cost and rental potential. PURCHASE PRICE All prices given net of VAT TEPEES 10ft 800, 18ft 1700 YURTS 10ft 1600, 18ft 3450 FEATHERDOWN CAMPING non-purchasable PODS standard 5450, family 6450 LOG CABINS

21 RENTAL per week (6 nights) 2 people 4 people 5 people TEPEES YURTS FEATHERDOWN CAMPING PODS LOG CABINS We conducted a rapid web search of purchase price and rental value of relevant holiday accommodation and came up with a broad range of price bands, depending on type of accommodation, location, level of appointment (beds, kitchens, stoves etc) and time of year. The cheapest option to buy is a small tepee, capable of accommodating two people in comfort; a slightly larger version could house 4-5 people. Yurts are slightly more substantial structures (and capable of being upgraded with insulation) and therefore more expensive to buy. Featherdown camping tents are bespoke and fully fitted-out structures which are not currently for sale to the landowner. Pods occupy the same price bracket as smaller log cabins, the latter rising in cost according to size and luxury finish. The ecocabin, estimated production cost 8500 and retailing at just under 10,000, would be more expensive that tepees and yurts to buy, but would be more durable and capable of greater year-round use. They could compete with pods and log cabins not on cost, but on design and flexibility of use and location. In terms of holiday rental prices, pods currently occupy the lowest luxury camping bracket, offering an affordable upgrade from ordinary camping. Tepees offer a slightly more exotic experience, and are priced accordingly. Yurts tend to be slightly larger and more substantial structures, rental prices again reflecting this fact. Featherdown camping is aimed mainly at the family market, with prices beginning above that of yurts and tepees, climbing in high season to a rate similar to that for a well-appointed cottage. Log cabins are generally competitive with Featherdown, but have the added premium for Xmas and New Year bookings, where they fit with the romantic winter image and where tented accommodation is not such a practical option. All the above types of accommodation usually offered add-on goods and services such as welcome packs, cooking kits, and sometimes lifestyle activities such as yoga and alternative therapies. 21

22 7. APPRAISAL PESTEL REPORT Political There is strong support for diversifying the rural economy at national, regional and local level. The Wales Rural Development Plan lays out a framework for development. Gwynedd s Local Development Plan and the Snowdonia National Park Management Plan include suitable policies for rural development. The future of rural areas and rural enterprise are non-party political issues which are unlikely to be affected by the outcome of forthcoming national and local elections. The ecocabin has the potential to add a new environmental product which could add value to the rural economy and rural businesses and help generate so-called new green jobs. Economic Tourism generates over 2 billion for the North Wales economy each year and supports approximately 40,000 jobs. In Gwynedd and Snowdonia, it is a vitally important activity, directly and indirectly supporting many individuals, families and communities. The ecocabin business could create both direct an indirect local employment, at the same time adding to the area s tourism economy and complementing existing facilities. By having several potential aspects, the business has the opportunity of capitalising on developing economic trends and pursuing those which offer optimal economic return on investment. It has potential not only as a form of holiday accommodation, but for workspace, office and retail use. Social With the trend towards outmigration of people from rural areas, the ecocabin project offers an opportunity to generate a business which will help to support individuals and families in the area. The intending developer has expressed a strong commitment to community development and networking with other people in the area. Associated activities could have strong educational and health promoting qualities, appealing to audiences of all ages and levels of ability. 22

23 Technical The use of traditional building techniques coupled to new technology offers opportunities for the business to develop in several ways, e.g. The availability of the World Wide Web provides an instant large marketplace for the ecocabin, giving it the opportunity of global reach and penetration into specialist markets. It could create its own virtual identity and become viral in the sense of its information reaching far and wide across the Internet. Social networking websites such as Facebook and Twitter have become a powerful word of mouth equivalent. Specialist activity and lifestyle groups could be targeted with specially designed products and offers. Environmental The product is highly flexible and light on the land, thereby offering a benign and sustainable holiday accommodation option for use in areas of high wildlife and landscape quality. The fact that the product has been developed within the Snowdonia National Park, and with the special qualities of such areas in mind, should reflect well on both the product and the Park, especially as the ecocabin has benefited from CAE innovation funding for sustainable development. The ecocabin offers considerable scope for engagement with a wide range of environmental leisure, recreation and tourism activities. Legislative The current main stumbling block is the technical definition of the ecocabin in relation to chalets and caravans. If this hurdle can be overcome, either by modification of the design or a redefinition of the cabin as an environmentally different product, a new set of opportunities open up for green holiday accommodation in the countryside. OTHER QUESTIONS SPECIFIED IN THE BRIEF The size, demographic, and seasonal patterns of the ethical tourism market in the UK According to Sustainable Tourism: A Framework for Wales (2007), consumers are becoming more ethically aware. In 2004, UK consumers spent a total of 25.8 billion on ethical goods, an increase of 15 per cent on the previous year. Over the same period, UK household expenditure increased by only 3.7 per cent. Market share of ethical consumerism had increased by 40% in the previous 5 years. Other research indicates a growth in awareness amongst holidaymakers of the environmental dangers of tourism, whilst increasing numbers of people 23

24 believe that travel companies should do more to protect the environment and support local people. What is the predicted growth (if any) of the ethical tourism market over the next 5-10 years? Difficult to predict where the ethical market is going, but increased consumer awareness of the importance of sustainable sourcing and production, fair trade and equitable economic development models suggests that growth will continue. This, coupled to the global economic downturn and the large carbon footprint attributable to travel is resulting in more considered holiday choices and a recent trend towards so-called staycations, i.e. holidays near home. Another factor within tourism is that of authenticity, sense of place and slow lifestyle, whereby the visitor is encouraged to experience real and often subtle local characteristics, including food, drink, events and other experiences. From The Independent, 30 th March 2010: With the increasing awareness of global warming and the depletion of the Earth s natural resources, over the past decade sustainability and eco-friendliness have become buzz-words when it comes to how we choose our holidays. It would seem that never before has the travelling public been so aware of the effects and impact that their holidays have, not just on the environment but also on local communities the world over. An influential travel research company, Randall Travel Marketing Inc of North Carolina, identified the following travel and tourism trends for : time poverty = more to do + less time to do it affects every travel segment. This applies to short break and other market sectors. soaring fuel costs affecting every aspect of travel staying near home therefore becomes more financially attractive, as does travelling less whilst on holiday. the consumer is becoming the medium via social networking word of mouth harnessed to websites such as Twitter and Myspace is becoming an extremely powerful means of communication and direct marketing. going green a move towards more environmentally sound travel a big move for American markets! reinvention of existing/aging tourism infrastructure to meet the needs of changing generational groups, demographic shifts, energy limitations and the culture of transumers, i.e. consumers in transition from one product to another. geotourism increased traveller preference for destinations that protect the authenticity and geographic character of place travel niches to watch staycations, girlfriend getaways, mancations, voluntourism, nature tourism, adventure & outdoor, cultural tourism. 24

25 If these trends hold for the North American and US markets, traditionally some of the most conservative of travel markets globally, they must apply even more strongly to more mobile European markets. It is therefore safe to assume that not only will the specific ethical tourism market continue to grow and mature, but that more enlightened parts of mainstream tourism will also continue to adopt a more ethical and responsible approach to development. Who are the potential competitors? We consider the main competitors as the sector broadly defined as glamping, which includes well appointed tepees and yurts, the cleverly positioned and marketed Featherdown Farms product and the fairly new camping pod. For mainstream markets, the static caravan and chalet markets continue to dominate. Planning law currently limits the scope for ecocabins to make major inroads into this market, so its best strategy would be to create a unique or complementary holiday accommodation niche based on activity or tranquillity tourism products. Branding will be developed to aim at a specific target group. What target group offers the best market potential? In terms of branding and market placement, the developers of the ecocabin firstly need to decide whether they are primarily suppliers of a basic accommodation unit which can be adapted by others for more specific use, or aiming at a more refined and bespoke package aimed at specific niche markets such as activity or tranquillity tourism. Once this decision is made (possibly in discussion with a potential specialist partner such as a holiday vendor), market positioning can be determined and appropriate decisions taken on effective marketing activity. What planning issues will these temporary structures typically face? From discussion with both the Snowdonia National Park Authority and Cyngor Gwynedd Council as planning authorities, permissions for new sites or pitches for statics, chalets and tourers are not forthcoming, although quality replacement of existing dwellings would be considered favourably. The potential of a temporary building (limited to a total of 5) ]being erected under the 28 day rule could be a possibility, but this would entail significant construction and dismantling activity throughout the year. As a more flexible and adaptable structure capable of being sited where caravans cannot, the ecocabin offers an interesting planning solution to difficult sites with restricted access and uneven ground. It is therefore suggested that the developer find a site which requires replacement holiday accommodation stock and assist the site owner in framing a formal planning application which stresses the special nature of the ecocabin as 25

26 an environmentally preferable alternative. If this route is taken, it will be important not to dilute the ecocabin s nature in as sea of anonymous statics. Mention should be made of the fact that planners in the Lake District have been favourably disposed towards the Pod camping unit, allowing them to depart from their normal policy on static caravans, provided certain conditions were met. The other area for discussion on planning law is the definition of yurts and other tented structures. If the ecocabin, for instance, had a tensioned fabric roof or sides, would it then classify as a tented structure? In the longer term, all attempts should be made to impress upon policy makers and others the potential of this type of building as a more environmentally benign and attractive option, offering as it does an innovative and intelligent new modular building design based on ecological principles, including the use of renewable materials and a light environmental footprint. This would apply to rural development and tourism policies, TANS and other prescriptive documents. The ecocabin s future should not be blocked by a technicality relating to planning law. What return would landowners/letting agents find acceptable. Discussions with a local holiday letting agent indicated a standard 15% on the letting price, rising to 20% in subsequent years. However, if several holiday units were involved, this level could be subject to negotiation. An agent taking on a full management function (i.e. also running the units) would obviously command a higher fee percentage. 26

27 8. MOVING FORWARD THE NAME? The first thing to address is the name of the product. It is currently styled as Ecocabin, Ecolodge or Campa-Cabin. It has been suggested that the Welsh term Caban might be appropriate, as this conveys the spirit of a small, intimate and often temporary building. It also resonates with the idea established within the slate quarrying industry of an eating and meeting place for the workplace community. As a subtitle or explanatory sales pitch, variants on the following strap lines could be added: the intelligent alternative or the intelligent outdoor room sturdier than a Yurt engineered camping tensile comfort or tensioned leisure the birchwood den/lodge THE PRODUCT? At present, the ecocabin is a well designed and adaptable shell which could be developed in a number of directions. Its original inspiration was that of a more durable alternative to a yurt, but its scope is much wider in application, ranging from bespoke themed holiday accommodation to disaster relief shelters. Holiday accommodation chalet/static caravan equivalent the unit could become an aesthetically attractive alternative to static vans, offering a modular option for building an individual holiday dwelling. touring caravan equivalent (modified to fit planning criteria) if the unit is adapted to become more in keeping with temporary or demountable holiday accommodation, it could become eligible under the 28 day rule for no more than five units on a site. Its main advantage over any form of caravan is its capacity for being sited and built on more difficult pitches. This could make it attractive for orchards, narrow spaces and hidden places, offering a secret den experience. bespoke accommodation: activity or tranquil markets moving the product slightly upmarket, it could be designed internally and kitted out for different holiday sectors. ecoholidays, with deep green attributes, e.g. composting toilet, solar/wind generator, organic and ethical supplies similarly here, a degree of internal 27

28 featuring and suitable equipment would accentuate its attractiveness to the green and ethical holiday market. luxury top-end accommodation for exclusive sites locally and worldwide the unit could be developed as deluxe ecobandas for exotic locations such as marine and terrestrial national parks/reserves and reef resorts (e.g. see Chumbe Island in Zanzibar ). Retail unit/garden office/information centre Away from the holiday market, the unit has potential as mobile or temporary commercial or business use. For instance, many farm shops currently sell their produce from portakabins or small industrial units, whereas a more aesthetically designed shop would be more attractive to customers and emphasise the sense of place/organic nature of much of the product. It would also fit with the slow food and slow lifestyle image often associated with local produce. The same would apply to craft units or artists or creative writers studios, whether they be permanent or temporary structures in the landscape. They could be retail, creative and/or residential. Existing examples include WASPS studios ( ) and Cove Park in Scotland ( ); see below: Extension to existing dwellings/guest houses/hotels This could be an interesting alternative to a conservatory, a garden room, and extra summer dining room, greenhouse or workshop. It could also offer additional sleeping areas for visitors and guests. One client we are currently advising is 28