SOUTH COPELAND COAST ECONOMIC PLAN

Transcription

1 SOUTH COPELAND COAST ECONOMIC PLAN Supporting the development and delivery of projects that stimulate and underpin economic growth and sustainability in the South Copeland Coastal Communities and the Western Lake District. Author : Eric Barker Copeland Borough Council Community Regeneration Officer Eric.barker@copeland.gov.uk

2 P a g e 1 Contents 1. Executive Summary 2 2. Membership of the Team 4 3. The Plan 5 SCCCT Mission: SCCCT Vision: Strategic fit with other Copeland focused plans Strategic Themes 6 SMART Objectives 8 Desired Outcomes 10 Core Projects to Deliver the Plan 11 Action Plan Short, Medium and Long Term 12 Associated Partner Projects SWOT Analysis Background and Context 20 The Local Area and Coastal Communities Information Map of South and Mid Copeland Coastal Plain South and Mid Copeland - A Demographic Snapshot Context The South and Mid Copeland Partnership 26 Evidence to Support the Plan 29 The Economic Impact of Leisure and Tourism Cycling 30 The Benefits of Cycling Tourism on Health and Wellbeing 30 Direct Job Creation as a Result of Cycling Tourism 31 Tourism Data What the Community said 6. Potential Barriers Resources Required to Deliver the Plan Potential Funding Sources Communications 35 Communications Future Consultations Communication with community 10. Support, structure and sustainability of SCCCT 35

3 P a g e 2 Contents Fig. Index 1: South Copeland Coastal Communities Strategic Themes 2: Objectives 3 Desired Outcomes 4: Core Projects for SCCCT 5: Action Plans to Deliver the Core Projects 6: Medium and Long Term Goals 7: Long Term Goals 8: Project Pipeline 9: SWOT Analysis 10: Related initiatives in the region which will influence the economy of the region 11: The Economic Impact of Leisure and Tourism Cycling Summary. 12: The Economic Impact in Respect of Direct Job Creation. Table Index 1: Resident Population on Census 2011 in South Copeland Communities 2: Resident Population on Census : Socio Economic Grouping 4: Education 5: Benefit 6: General Health Appendix 1. Sustrans economic assessment (only part completed) 2. Demographics details 3. Results of online community consultation survey in full 4. Cumbria Tourism Data/ Survey

4 P a g e 3 Executive Summary This plan will describe how the South Copeland Coastal Communities Team (SCCCT) will work with partners and stakeholders to support and facilitate the development and delivery of projects and businesses that stimulate and underpin the sustainable economic growth of the South Copeland Coastal region. The plan addresses the socio economic needs of the region, in particular Poor connectivity and rural isolation Lack of tourism infrastructure Over dependence on the nuclear sector for employment The need for work & skills development and diversification Health challenges presented by obesity and mental health problems The plan addresses these needs by articulating the opportunities to Create tourism infrastructure attractions and amenities which support the visitor economy. In particular the development of a Sustrans National Cycle Network route along the coast connecting the coastal communities between Seascale and Millom and growing cycling tourism. Diversify employment and skills through developing the visitor economy, focusing on the growth and development of cycling tourism and greater use of the rail network. Develop businesses, work and skills training courses and options along the coast linked to cycling tourism and the visitor economy in line with Copeland Work and Skills Partnership. Encourage healthy active lifestyles through development of cycling and rights of way access routes which are available to each coastal community as well as the tourist visitor. These routes will include links into Western Lake District valleys of Wasdale, Eskdale and The Duddon. The main outputs resulting from the delivery of the plan One full time project officer role to develop and deliver the activities outlined in the plan. 70 miles of new fully mapped and signed cycling and rights of way access infrastructure throughout the region between Seascale and Millom and linking the coastal routes into the Western Lake District and providing significant opportunity for growth of cycling tourism An annual cycling sportive making use of the new cycling infrastructure. One new start business delivering coastal sports and cycling activities. The Desired Outcomes resulting from the delivery of the outputs: To increase from 8% t0 10% (ie +2%) the number of visitors into the Western Lake District as a proportion of total visitors to the Lake District than at present. This would mean an approximate 328,000 more visitors to the region annually which with an average daily spend of per person which equates to over 6.5m additional spend per year. The creation and support of new full time jobs along the coast in the tourist industry The development of new attractions and events which support the visitor economy. Growth in the level of active lifestyles across the community through cycling and walking.

5 P a g e 4 1. Introduction The South Copeland Coastal Communities Team (SCCCT) is in part a continuation of the Copeland Coastal Partnership and the Coastal Community Network which have for the past five years worked to stimulate coastal growth, through projects and activities which are enhancing and celebrating the coast. It also closely reflects the successful locality working, launched by Copeland Borough Council in 2011 under the umbrella of The Copeland Partnership which has seen community and economic regeneration projects developed and delivered by local partnerships working collaboratively across the public, private and third sectors. SCCCT consists of a range of people and business interests from the coastal communities within the south and mid Copeland area who have an understanding of the issues facing their specific communities and the area as a whole. Its purpose is to develop an effective forward strategy for the South Copeland coastal area and to seek input from, as well as support from the local community and a range of local stakeholders. The Accountable Body in terms of funding for this team is COPELAND BOROUGH COUNCIL Sarah Mitchell The Copeland Centre Irish Street Whitehaven Cumbria CA28 7SJ The Community Regeneration Officer employed through Copeland Borough Council is facilitating the team and the development of this economic plan and his contact details are: Eric Barker: Community Regeneration Officer (Mid & South Copeland) Copeland Borough Council C/O Black Combe Office Millom Network centre Salthouse Road Millom LA18 5AB

6 P a g e 5 Membership of the Team South & Mid Copeland Coastal Communities Team Membership Keith Hitchen: Cumbria County Councillor, Copeland Borough Councillor, Chair of the South Copeland Parish Partnership, Parish Councillor for Drigg and Carleton and Parish Clerk for Wabberthwaite. Eileen Eastwood: Parish Councillor Seascale and chair of Mid Copeland Parish Partnership. Peter Frost Pennington: Business Owner Muncaster Castle & Pennington Hotels, Parish Councillor and member of Cumbria Tourism. Robert Morris-Eyton; Businessman, farmer and chair of Whicham CIC Gary Creaser: Parish Councillor for Drigg and Carleton & cycling enthusiast Trudy Harrison: Project Manager for the Wellbank Scheme and Bootle 20/20 projects Rebecca Cathey: Lake District National Park Authority: Western Distinctive Area Ranger Brian Kennish: Parish Councillor for Muncaster, Partnership and Broadband Hub Coordinator Vice Chair of the Mid Copeland Parish Paul Stewart: Centre Manager for Millom Network Centre & Unit 3 Skills Centre Janice Wilson: Tourism Development Officer and Blue Badge Tourist Guide Eric Barker: Community Regeneration Officer (Mid & South Copeland), Copeland Borough Council who are the accountable body. South & Mid Copeland Communities Partners / Stakeholders Karl Melville: Cumbria County Council Highways Laurence Hilland: Community Rail Partnership CCC Nikki Wingfield: Sustrans Area Manager Cumbria Jim Partridge: Millom Discovery Centre and Millom Railway Station. Marion Giles: Millom Recreation Centre Bella Howse: Millom Health and Wellbeing Centre, Market Hall, Millom Trevor Stockton: Ravenglass and Eskdale Railway, Ravenglass Peter Hensman: Ravenglass Railway Museum and Lake District Estates The Copeland Work and Skills Partnership c/o Copeland Borough Council

7 P a g e 6 2. The Plan SCCCT Mission: To support the development and delivery of projects that stimulate and underpin economic growth and sustainability in the South Copeland Coastal Communities. SCCCT Vision: The SCCCT have a vision to create the conditions for a vibrant coastal economy through the development of new and improved cycling and access infrastructure between Seascale and Millom. These new and improved cycling/walking routes will enable the significant development of cycling tourism as well as providing better connectivity between isolated communities and the promotion of healthy active lifestyles. We envisage that the development of the visitor economy as a result of increased cycling tourism and associated activity will encourage business growth in the hospitality sector and prompt the further development of amenities and attractions which support and diversify the visitor economy, expand work and skills opportunities and make the coastal communities more sustainable places to live, work and visit. Strategic fit with other Copeland focused plans This plan demonstrates close alignment with the following strategic plans: Copeland Borough Council s Partnership Plan & the Copeland Growth Strategy. Copland Work and Skills Partnership Plan 2016 The Cumbria LEP Strategic Economic Plan 2015 The Cumbria Tourism Destination Management Plan 2015 Britain s Energy Coast: A Master Plan for West Cumbria. The Lake District National Park; Core Strategy The plans share a common vision and the following strategic aims: A strong, diversified and well-connected economy; A protected & enhanced coastline that attracts a diverse population & visitor profile; A network of strong, healthy communities, offering a good quality of life and where people can play a full part in their communities; These wider strategies give priority to the investment needed in transport infrastructure and information & communications technology to improve physical and virtual connectivity within West Cumbria and with the rest of the world. At the local level the SCCCT can assist by bringing people, businesses and organisations together to address these needs at a more grassroots level, making a positive difference in each community. These local connections will extend to the North Copeland CCT and the other emerging Economic Plans for Allerdale and the Solway Coast. Many of the challenges will be shared and so the possibility of joint initiatives will be explored as part of the commitment to partnership working.

8 P a g e 7 South Copeland Coastal Communities Strategic Themes Problems to be Addressed Poor Access and Connectivity Outdated narrow roads which are a travel to work route for 1000s of Sellafield employees. Heavy commercial traffic uses the road as no other option exists No Sunday or late evening Rail Services Poor or non-existent bus services Limited community transport initiatives Rural isolation issues The current National Cycle Network uses sections of the A595 which falls well below standards for NCN routes in terms of health & safety and topography. Lack of Tourism Infrastructure and Amenity Lack of costal facilities Inconsistent quality of offer No joined up initiatives Only 8% of Lake District Visitors spend comes to the Western Lake District. The area is overlooked and under promoted Natural resources not being maximised. USP not recognised nationally Aims to Address the Problems We aim to improve access and carbon free transport links between the coastal communities from Seascale to Millom developing and promoting in particular new cycling routes and the wider use of the coastal railway services including the introduction of Sunday services. We aim to work in partnership with the Community Rail Partnership and the Copeland Rail Users Group to support the plans for the introduction of Sunday and evening rail services on the railway from Once this is in place it will be possible to encourage the use of rail travel to facilitate the arrival of cyclists looking to complete the new National Cycle Network and associated routes in the western lakes creating more overnight stays and higher visitor spend in local hospitality businesses and also reducing the use of cars on the roads which are already overcrowded. We will also work to influence the new rail franchise to ensure suitable rolling stock for the carriage of cycles to support the initiative. SCCCT will also aim to develop and promote links between the said coastal infrastructure with cycle and multi user routes into the Lake District Valleys of Wasdale, Eskdale Mitredale, Glendale and Duddon being developed by LDNPA. Tourism plays a vital role in Cumbria s economy, bringing in over 41m visitors, contributing 2.4 billion annually to the county s economy and supporting over 33,900 FTE jobs. However much of this spend is focused on the central Lake District with only 8% of the overall spend benefitting the Western Lake District. Therefore SCCCT aims to create, improve, support and encourage the development of projects and business ventures which deliver new infrastructure, amenities attractions and events to both enhance the visitor offer and the quality of life options for local residents in a bid to increase from 8% to 10% the proportion of spend attracted into the Western Lake District. See FIG 7 table of projects for specific examples of such projects and initiatives envisioned to be supported by the team and a project manager role. FIG 1: South Copeland Coastal Communities Strategic Themes

9 P a g e 8 South Copeland Coastal Communities Strategic Themes Problems to be Addressed Low incidence of entrepreneurial activity and enterprise. Low skills base Low aspirations Low entrepreneurial activity Aims to Address the Problems We aim to support the growth, diversification and sustainability of existing businesses along the coastal plain and encourage entrepreneurial activity to stimulate new starts in particular (but not exclusively) those that support the visitor offer. Over Reliance on the Nuclear Sector for Employment. Traditional industries have declined to be replaced by the Nuclear sector which employs well over 50% of the working population in West Cumbria Areas of localised deprivation coexist alongside areas of relative affluence, essentially creating a two tier economy Young people leaving area for jobs diversification. Low skills set Low aspirations Low entrepreneurial activity Poor health Issues such as Obesity and Mental Health Problems Fattest Borough in England Daily Mirror May 2014 High incidence of mental health issues especially amongst young adults Below average life expectancy in some communities We aim to support the development of appropriate training and skills development to individuals which underpin the diversification of skills and employment options across the region and raise the aspirations of individuals across the community. Our vision which is in alignment with the Copeland Work and Skills Partnership is the development of a workforce development programme to enable the region to stay competitive, to keep existing businesses strong, to keep young people in the community, and to raise residents standard of living. By developing and providing new tourism infrastructure and other access routes along the coast the SCCCT hopes to support and stimulate existing enterprises and new entrepreneurial activity which will sustain employment and create new jobs in the associated industries such as accommodation, cafes, bike hire and repair, pubs and restaurants etc. Also in partnership with local FE colleges and The Millom Unit 3 Work and Skills Centre the coastal team will work to encourage and enable the delivery of training and apprenticeship schemes which meet this need. We aim to encourage and enable Copeland residents to access healthier and more active lifestyles by supporting and developing projects which provide opportunities for physical and recreational activities such as cycling, walking and other forms of exercise and where possible link this to projects providing advice and guidance about healthier eating and nutrition. We would aim to work with partners such as Millom Recreation Centre and The Millom Health and Wellbeing Centre to achieve these aims. FIG 1: South Copeland Coastal Communities Strategic Themes continued

10 P a g e 9 SMART Objectives to Achieve the Aims Timeline By September 2016 By the end of 2021 By the end of 2021 By the end of 2021 By the end of 2021 Between 2017 and 2021 Objective Recruit a Project Development Manager to coordinate the projects and liaise with partners and stakeholders to develop and deliver the South Copeland Coastal Communities Team Economic Plan. Deliver 40 miles of new designated Sustrans National Cycle Route between Seascale and Millom including a link to the start of Hadrian s Wall cycle route at Ravenglass. Deliver 30 miles of improved cycling and walking ROW access routes linking the new coastal route to the Western Lakes valleys of Wasdale, Eskdale and Duddon. Deliver one new amenity/attraction at Silecroft Beach front providing an iconic building to house a café, toilets and showering facilities for beach users and parking for 75 cars. Develop the feasibility of a new Coastal Activity Centre delivering outdoor pursuits and turn up and go activity such as kayaking, kite surfing, sailing, cycling and the like. To be located somewhere on the South Copeland coast and linked to the proposed Sustrans National Cycle Network Route. Develop feasibility of and attract partners to deliver an annual sportive event based around the new national cycling route and promoting healthy active lifestyles involving cycling, walking and running. FIG 2: SMART Objectives

11 P a g e 10 Desired Outcomes from the Achievement of the Objectives are: (Using data from Cumbria Tourism Survey 2015 as a baseline) Timeline By the end of 2021 By the end of 2021 Outcomes To increase from 8% t0 10% (ie +2%) the number of visitors into the Western Lake District as a proportion of total visitors to the Lake District than at present. Based on a 16.4M visitors to LDNP this means an approximate 328,000 more visitors to the region annually which with an average daily spend of per person equates to over 7.2m additional spend per year. Increase overnight stays in the region By the end of 2021 Increase average day visitor spend from 22 to Between Sept 2016 and December 2021 Creation of 20 new FTE jobs as a result of business growth and development along the coastal route and the delivery of associated projects at FIG 7 FIG 3 Desired Outcomes Artist s Impression: Proposed café and tourist hub at Silecroft

12 Core Projects for SCCCT to Deliver. Recruit and Employ a Project Development Manager to drive the co-ordination and develop the other core projects and deliver the plan over the 5 years. This work will include the ongoing support and facilitation of partner projects outlined in FIG 7 and which all contribute to its aims and objectives. P a g e 11 Delivered by Estimated Total Costs SEPT 2016 SEPT 2021 Salary 200k Mileage 12k It/Tel 3k Office? 15k 250K Revenue costs Earthlight Mapping Resource Project: The team will develop on partnership with Sustrans, LDNPA and Natural England a detailed Earthlight mapping system which captures current and aspirational access routes and projects around The Western Lake District. This map will hold numerous levels of relevant data including costings for the propose routes. The resulting mapping system data will be made available to share between relevant partners involved in the socio economic development of the coastal region and will include information on heritage sites. Route 72 National Cycle Network between Seascale to Millom: This project will be managed by the SCCCT in partnership with Sustrans and forms the main overarching framework for the economic plan providing a physical link between the coastal communities and facilitating the development of tourism related businesses such as cafes, pubs, guest houses, cycle repair and hire shops and the increased use of the rail network as the preferred form of transport to access the region before using the cycling routes being developed as part of this plan. By the end of 2016 By 2021 Payment in kind using partners resources Estimated value at 10k 2.5m Capital investment 4. A Coastal Outdoor Activity Centre: To provide facilities and opportunities for activities such as mountain biking, hill walking, sea kayaking, kite surfing, fishing, sailing etc. This is a brand new idea that has come about as part of the discussions and consultations carried out by the SCCCT. The team will develop the feasibility of this idea and work with partners and outdoor activity providers to deliver this project. By K Capital investment 5. Co-ordinated Marketing Project: Developing a co-ordinated marketing and information dissemination strategy which supports the whole area in terms of highlighting and signposting people to attractions, facilities, services, businesses, events and local heritage along the coastal plain. The CCT will develop this concept with partners in order to deliver mapping which provides a detailed overview of what is available on the coastal plain for the visitor and resident alike. FIG 4: Core Projects for SCCCT First 6 months and ongoing 10k Revenue costs CORE PROJECTS Total Costs 3.27 M

13 P a g e 12 South Copeland Coastal Communities Action Plan Timeline - The First 6 Months By When SMART Objective(s) Est Recruit a full time Project Development Manager (PDM) to coordinate the projects and deliver the plan. Finalise preferred Route 72 option and map it on Earthlight software along with other related access routes into the Western Lake District. Understand the full cost implications of the route 72 between Seascale and Millom Identify and approach landowners and negotiate permissions Carry out public consultations in the various communities along the route. Work up a name and branding for the cycle route which makes it more marketable and differentiates it from the Hadrian s Wall route. Consult with Cumbria County Council Highways and negotiate permissions about signage along the proposed route 72 Complete the GIS Earthlight mapping system showing all existing proposed access routes along the coast and make available to all relevant partners who are involved in the delivery of the routes and other relevant projects. Ongoing support and facilitation of associated projects outlined in FIG 7 SCCCT CBC SUSTRANS SCCCT PDM LDNPA SUSTRANS PDM SUSTRANS SCCCT PDM SCCCT PDM Cumbria Tourism FIG 5: Action Plans to Deliver the Core Projects SUSTRANS SCCCT LDNPA SUSTRANS NE CBC SCCCT June 2016 SEPT 2016 SEPT 2016 SEPT 2016 SEPT 2016 SEPT 2016 SEPT 2016 SEPT 2016 One job created with a 5 year contract. Detailed map of preferred route option Fully costed route suitable for approach to funders Obtain landowners permission for preferred route or produce set of alternatives. Obtain public feedback about the route to inform branding and encourage volunteers. Exclusive branding created for cycling tourism in The Western Lake District reflecting the USP of the coastal region. Understand the CCC requirements ref on road routes. Create detailed over view of access routes along coast and into The Western Lake District for use in projects, leaflets and websites etc PDM Ongoing Projects are developed, funding is applied for and projects become more deliverable. 250K over 5 yrs. Funded Funded Already funded Partner funded N/A N/A PIK CBC Regen & PDM

14 P a g e 13 South Copeland Coastal Communities Action Plan - Medium Term Timeline Sept 2016-Dec 2021 Who By when SMART Objective(s) Est. Write an outline project plan for the Coastal Activity Centre concept in order to attract interest from partners and potential delivery organisations and develop feasibility. CORE PROJECT PDM April 2017 Attract delivery partner for activity centre. PDM salary will cover this Roll out of the full implementation of the National Cycle Route 72 between Seascale and Millom. CORE PROJECT Sustrans PDM Sept miles of national cycle route fully signed and marketed 2.5m Develop feasibility attract partners for delivery of an annual Sportive aimed at promoting health and wellbeing using route 72 and other access routes as a base. PDM SCCCT March 2019 Annual cycling event based on the coastal route 10k Design and Publish the Western Lake District Coastal Visitor Guide website and leaflets promoting cycling tourism and other attractions along the Western Lake District Coastline. This would be carried out in conjunction with Copeland Coast North team and in partnership with Allerdale Coastal Teams plan. CORE PROJECT PDM SCCCT CT Sept 2018 A comprehensive web based PR and marketing resource complete with downloadable maps and info to support and stimulate coastal tourism in The Western Lake District and cycling tourism in particular. 10k Ongoing support coordination and promotion of partner projects FIG 7 aiming to create and sustain tourism infrastructure and stimulate new business opportunities alongside the growth of cycling tourism and associated activity. PDM SCCCT CBC open Development of project ideas, the delivery of partner projects and the generation of new ideas and feasibility activity PDM salary will cover this. Deliver the Coastal Activity Centre at a suitable location i.e. either Ravenglass or Silecroft beach? CORE PROJECT PDM March 2021 Activity Centre in place delivering coastal sports and cycling activities and equipment 500k Fig 6 Medium and Long Term Goals

15 P a g e 14 Strategic Plans Beyond 5 Years Link Sustrans Route 72 to the Morecambe Bay Sustrans National Cycle Route around the Duddon estuary and through to Walney in order to create a further 25 miles of national cycle route. Duddon Estuary Barrage or Bridge between Millom and Furness Peninsula to create energy and improve transport links for the whole Western Lake District coast. Develop high quality tri-athalon event based around the coast possibly using Black Combe as a focus. Fig 7: Long Term Goals

16 P a g e 15 Associated Partner Projects To be supported by the South Copeland Coastal Communities Team through the Project Development Manager, which will contribute to the desired outcomes of this Economic Plan. These are projects with strategic fit which are being currently developed by partners which will add value to the economic plan for the area by providing links and activities which support the visitor economy in general and or facilitate cycling tourism in particular. Lead partners Cost of project The Viking Way: A multi user route designed for cyclists, walkers and equestrians linking Seascale with Gosforth and eventually Wasdale Head has already received planning permission and is being project managed by Cumbria County Council. The new Sustrans coastal route will naturally link with this route adding value to the cycling tourism offer for the Seascale and Gosforth area and providing carbon free transport option to the Western Lake District valley of Wasdale which contains Britain s favourite view. Public Rights of Way (PROW) project at Drigg and Carleton: Cycling and walking routes which will link into the proposed Sustrans NCN route. To improve the Public Rights Of Way network by increasing opportunities for access on foot, cycle or horse, and to widen the appeal to visitors and residents; To improve the existing PROW network for a wider range of people with different needs (e.g. improved accessibility for wheelchair users/pushchairs, benches for elderly); To promote the improved network to encourage more use and better support for local services (e.g. shops, pubs, hotels, B&Bs, attractions and cycle and equestrian businesses); To better integrate the project with public transport services, and other links to popular destinations. CCC LDNPA SCCCT Gary Creaser 500K 120k Refurbishment of Eskdale Trail linking Ravenglass with Eskdale Valley via a cycle route. This is a popular route but required investment to maintain it and bring it back to an appropriate standard. Muncaster Castle refurbishment and upgrading of facilities including the Hawk & Owl Centre, the Horticultural Therapy Walled Garden plus high quality accommodation in the Castle and associated (Textile) Study Centre LDNPA 250k Muncaster Castle 2m Fig 8: Project Pipeline

17 P a g e 16 Associated Partner Projects continued To be supported by the South Copeland Coastal Communities Team through the Project Development Manager, which will contribute to the desired outcomes of this Economic Plan. These are projects with strategic fit which are being currently developed by partners which will add value to the economic plan for the area by providing links and activities which support the visitor economy in general and or facilitate cycling tourism in particular. Lead partners Cost of project La al Ratty Museum extension at Ravenglass : LER 150K Silecroft Beach Front Development: The beach front development at Silecroft is envisioned to become Cumbria s premier beach destination, offering a world-class visitor experience for all ages. This project will create an iconic building designed to become a tourist hub and housing a café, toilets, retail and showering facilities for beach users. The vision is to maximise the natural beauty of the environment without reducing the rugged appeal of the beach and sea views. The project was given planning permission in Jan Whicham CIC SCCCT LDNPA CBC 1M Bootle 20/20 and Wellbank Developments including 50 residential properties, a 40 bed hotel and leisure centre, the Millstones Pub project aimed at developing a new pub in the village of Bootle and Captains Way footpath/ cycle way which delivers the creation of new access routes. Delivery between 2016 and various 22M Trudy to provide a statement Kirksanton Village Hub: this project is in the process of being developed by a group from the village and has the input of Copeland Borough Council Community Regeneration Officer who is helping to develop the feasibility for the project and will help with funding applications. CCT supports the project which will add value to the visitor offer in the South Copeland region and therefore will be a part of the coordinated marketing of the area as per strategic objective. The planned Sustrans cycle route will run through the village and the project includes plans to provide interpretive information and signage to the significant Heritage of the area. Kirksanton Village Hall Committee 150K Fig 8: Project Pipeline...continued

18 P a g e 17 Associated Partner Projects continued to be supported by the South Copeland Coastal Communities Team through the Project Development Manager, which will contribute to the desired outcomes of this Economic Plan. These are projects with strategic fit which are being currently developed by partners which will add value to the economic plan for the area by providing links and activities which support the visitor economy in general and or facilitate cycling tourism in particular. The Rail Room is a heritage based project being rolled out by Millom Discovery Centre celebrating and interpreting the role of the railway in the development of the socio economic life of south Copeland coastal region. CCT supports the project which will add value to the visitor offer in the south Copeland region. Approx. 50% of the funding required to complete this project gas already been raised. Lead Partners Millom Discovery Centre Cost of Project 168K The Millom Health and Wellbeing Centre: in the early stages of development this centre will provide a variety of health and wellbeing activities and events which could be linked into the active lifestyle opportunities suggested by the improved cycling infrastructure of outlined in this plan. Steve and Bella Howse Glow with Health! 750K The Millom Network Centre Unit 3 Work and Skills Centre: there is ongoing development at this site but specific expansion is anticipated between 2016 and 2021 to create 3 new jobs and deliver accredited STEM courses and apprenticeships. This project will be a strategic partner in delivering the work and skills diversification elements of the plan within the context of the Copeland Work and Skills Partnership. MNC 600K The Millom Recreation Centre Gym and Soft Play Extension: Development of detailed drawings and costings and business case during 2016 to the completion of RIBA stages 3 and 4 followed by building phase This project will create 4 new jobs and safeguard 3 others. Total ESTIMATED cost of all projects supported by SCCCT Project Development Manager MRC 650K TBC Fig 8: Project Pipeline...continued

19 P a g e 18 SWOT Analysis SWOT Analysis Strengths Nationally important coastline and landscapes. Rich industrial & maritime heritage. high quality natural environment and sustainable, economic assets Coastline is a recreational resource & start point for long-distance routes. Major employer and supply chains providing local employment. Supply of development land. Skilled labour for construction & engineering. International awareness of energy & specifically nuclear expertise. diverse, concentrated sources of renewable energy and history of successful renewable innovation agriculture, fishing and aquaculture provide key opportunities for employment and sustainable food production and diversification abundance of iconic tourist attractions and cultural opportunities forestry resources which offers employment opportunities and assist in the delivery of a low carbon economy quality marine environment for recreational, leisure and tourism Weaknesses Heavy dependence on a single sector for employment. Narrow economic base lacking diversity. Geographically remote compounded by poor transport & communications infrastructure & connectivity. Low percent home-workers, entrepreneurs & micro-businesses. Under-developed visitor economy & lack of tourism infrastructure. Absence of a common USP or identity. ageing population with less people of working age dependency on seasonal tourism and the public sector for employment opportunities reliance on low skills remoteness and fragile coastal communities cost of public sector services higher and delivery options reduced pockets of deprivation masked with very poor people living alongside comparatively rich people in both our rural and urban areas limited educational, employment, and research facilities Fig 9: SWOT Analysis

20 P a g e 19 SWOT Analysis Opportunities Communities working better together. Using coastal assets to promote area as great place to live, work and visit. Potential for in-migration & population growth. New superfast broadband breaking down barriers of distance. Investment in new transport links. Renewable energy potential: wide range of sources of renewable energy that can create jobs and enterprises and attract investment Developing a Renewable Infrastructure Plan distribution of benefits from renewables through community ownership schemes and community benefit funds key sectors - tourism, food and drink, forestry and marine sciences: higher value tourism based around our outstanding natural heritage, marine leisure, ancestry and heritage, cultural events and festivals strengthen links between local food and drink produce and the tourism sector resort development access to world-class wildlife and landscapes; a wide range of outdoor pursuits for all abilities growth of the cruise ship market across Mid and South Copeland through Barrow in Furness quality marine environment for recreational, leisure, and tourism Centre of excellence for new technologies Mid and South Copeland and increased customer demand for food with clear provenance Create vibrant dynamic communities that have a reputation for a high quality of life and that can attract entrepreneurs, investors and the economically active Growth of social enterprises throughout the area Business Improvement Districts England (BIDS) opportunity to service local economy maximising on benefits of proximity to market, consumer demand Fig 9: SWOT Analysis Threats Continued dependence on single sector. Missed opportunities with tourism. Insufficient numbers of people trained and with appropriate skills. Cuts to public services and associated employment. Missed opportunities with superfast broadband. Current national and international economic situation is making it difficult to deliver sustainable economic growth and limits investment in businesses and industries Ageing population with young people leaving the area and the elderly population growing more quickly than the national average Deteriorating road infrastructure (e.g. A5092 and A595), and connectivity Dependency on one route, road and rail, to destinations within Mid and South Copeland limited availability of employment opportunities with reasonable reward/full time Low income levels does not allow affordability Poor housing stock/ low prices other areas are prioritised in terms of national focus on renewables Not ensuring a balance between competing needs of our sustainable economic assets e.g. renewable energy versus tourism issues relative to skills and education decline in town centre retail core distance to market lack of local providence challenging economic climate lack of/reduction in public sector finance

21 P a g e Background and Context The Local Area: Geographical description of the locality and a brief history. The plan encompasses two localities within the Borough of Copeland: Mid Copeland and South Copeland. Map Below which are linked together by the A595 road and the coastal railway line which both run between the Furness Peninsula and Carlisle. Although both routes are in need of modernisation and significant investment at the present time they do provide a well-used and absolutely essential, if at times inadequate, transport infrastructure for this region. The key current issues for the area in addition to the inadequate infrastructure are economic decline, rural isolation, a poor quality built environment and a lack of inward investment to support new business development. There has been some limited expansion of tourism facilities in recent years but this has been hampered by the isolated geographical location, poor access infrastructure and a lack of good quality amenities to support the tourism offer. Despite this the area does have tremendous potential for further tourism development due to the spectacular natural environment and landscape along the coastal plain with the Western Lake District fells as a backdrop. In fact the LDNPA Core strategy clearly states about the area that There is an opportunity to develop sustainable tourism in the West area, which can diversify this area s economy and that of the wider area. We will maximise the distinctiveness of the coastal location and rich cultural heritage LDNPA Core Strategy Sellafield Nuclear reprocessing plant is the main employer in the area with alternative employment largely in farming or farming-related involving both lowland and upland units. Mid Copeland: The area of Mid Copeland is sandwiched between the mountains and the coast and largely populated with small villages and scattered hamlets. The majority of this locality is part of the Lake District National Park, which therefore has a significant impact upon development and growth. There are a number of very important nature conservation sites in this area which are recognised internationally; these include parts of the Drigg Coast, the Lake District High Fells and Wastwater. Seascale on the coast provides the largest service centre, with further inland Gosforth, within the National Park, providing the other local centre for services. Within the Parish of Muncaster lies the historic coastal village of Ravenglass recognised in its designation by the Lake District National Park Authority as a Conservation Area. Having been granted a Market Charter in 1208 by King John the Main Street still bears the shape of a medieval market place with pinch points to prevent the livestock from escaping. A few 100m from the village are the Scheduled monuments of the World Heritage Site of the Roman Fort and Bathhouse. They are part of Hadrian s Wall WHS and are the North West start of the Frontiers of the Roman Empire which extend 5000 km through Europe, Asia Minor and Africa. The area also has several well established tourist attractions, including the La al Ratty (Ravenglass to Eskdale narrow gauge railway) and Muncaster Castle and as a result supports a Hotel alongside a range of good quality B&B businesses, a caravan park & campsite, several cafes and a popular fish restaurant.

22 P a g e 21 South Copeland: The South Copeland region is the most southerly part of West Cumbria, encompassing coastal areas with a backdrop of high mountains and Lake District fells. The main service town in the locality is Millom, which is separated from the Furness peninsula by the Duddon Estuary and is bounded to the west by the Irish Sea. The area is sometimes perceived of as disadvantaged by its location off the main Cumbrian west coast (A595) which south of Sellafield is no longer a trunk road. In effect the road acts as a bypass diverting potential visitors away from these coastal communities and in the process affecting the economic development potential of the wider peninsula. The region is also disadvantaged in attracting visitors and inward investment as a result of the poor vehicular access along the A595 at the Duddon river crossing. Bootle Village designated as a rural service centre by the LDNPA is a vibrant community with ambitious plans for development. These include the Wellbank Scheme which is an eco-housing development including a 40 bed hotel with spa and the Bootle 2020 initiative a neighbourhood Plan which encompasses a range of community regeneration projects focused on creating sustainable community and the elimination of fuel poverty using renewable energy. Millom is the main town and service centre for the villages of Haverigg, Silecroft, Bootle, The Green, The Hill, Kirksanton and a scattered rural population, providing employment and services for residents and visitors. Haverigg is the only sizeable village near to Millom and with its proximity to Millom is often treated as an extension of the town. Millom has two nature reserves and the Duddon Estuary is a Site of Special Scientific Interest (SSSI), as well as having international designation as a Special Protection Area for nature conservation value. There is a designated Conservation Area in the town of Millom, and a number of Scheduled Ancient Monuments in the locality area, including the ruins of Millom Castle to the north of the town. The area benefits from its fine stretches of beach and sand dunes which have attracted visitors for generations and together with the freshwater lagoon at Hodbarrow hosts two caravan sites.

23 P a g e 22 The map also shows the area covered by the North Coast Team with whom the SMCCT will work in partnership wherever possible

24 P a g e 23 a. South and Mid Copeland - A Demographic Snapshot Population and Communities Seascale Newtown Millom w/o Holborn Hill Haverigg Bootle Copeland Female % Males % Table 1: Resident Population on Census 2011 in South Copeland Communities Source: 2011 Census, Office for National Statistics Demographic Structure Persons % per Age Group 65+ years years 0-15 years Copeland Cumbria England & Wales Table 2: Resident Population on Census 2011 Source: 2011 Census, Office for National Statistics

25 P a g e 24 Table 3: Socio Economic Grouping 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% AB C1 C2 DE Socio Economic Grouping Copeland Socio Economic Grouping England Socio Economic Grouping Cumbria Source: 2011 Census, Office for National Statistics The socio economic grouping shows that a smaller proportion of the population in Copeland are classified as occupationally active in managerial (AB) or supervisory positions (C1) than in both Cumbria and England. Skilled manual workers (C2) are higher than the national average, Cumbria being significantly higher than both. Those employed in semi and unskilled work together with those at the lowest level of subsistence is significantly higher at 31.81%, than Cumbria (28.68%) and England (25.49%). Table 4: Education Other Level 4 Level 3 Apprenticeship Level 2 Level 1 No Qualifications 0% 5% 10% 15% 20% 25% 30% Education England Education Cumbria Education Copeland Source: 2011 Census, Office for National Statistics Copeland has a higher proportion of people with no qualifications, 4.5% higher than the national average. However those with Level 1 qualifications and Apprenticeships are also higher. Level 4 qualifications is more than 6% lower than the national average, and 3.6% lower than Cumbria. Other qualifications for Copeland is lower in comparison to national & county percentages.

26 P a g e 25 Table 5: Benefits 16% 14% 12% 10% 8% 6% 4% 2% 0% Copeland Cumbria England Jobseekers Allowance (only) Any Benefit (includes in work benefits) Incapacity Benefits (IB or ESA) Source: 2011 Census, Office for National Statistics In Copeland the level of those on benefit is 15.8%, a higher proportion than Cumbria (+2.6%) and England (+2.3%). Incapacity benefit is also higher than Cumbria and England, however Jobseekers are lower than the England and higher than Cumbria. Health & Well Being Copeland has a higher proportion of residents with bad or very bad health (6.8%) when compared to Cumbria: (6%) and England & Wales (5.6%), as seen in Table 6 Table 6: Census 2011: General Health 2011 Census: How is your health in general? General Health No. Persons % Persons Locality All people Very Good Good Health Fair Health Bad Health England & Wales 56,075, Cumbria 499, Copeland 70, Allerdale 96, Barrow-in-Furness 69, Carlisle 107, Eden 52, South Lakeland 103, Source: 2011 Census, Office for National Statistics Very Bad Health Sources of Research Information Cumbria Intelligence Observatory: Cumbria Atlas - ONS Census 2011 homepage:

27 P a g e 26 a. Context The South and Mid Copeland Economy Historically, the local economy has been developed around the shipping, coal mining, and iron ore mining, steel and chemical manufacturing and, for the last 60 years, around the nuclear industry. However apart from the nuclear industry, all the other major industrial activities have wound down to very low levels. Whilst employment in the nuclear industry has brought relative prosperity to many it has also introduced some fundamental weaknesses in to the economy. Dependence on the nuclear industry has resulted in Reduced economic diversification: Consequentially, despite relatively low unemployment, in economic productivity terms the area performs significantly behind virtually all other UK sub-regional economies and is further characterised by low entrepreneurial behaviour and private sector financial investment, low business representation in the activities of a knowledge economy and in finance sectors, low retention of young people and generally low capacity for economic-renewal. Areas of localised deprivation co-exist alongside areas of relative affluence, essentially creating a two tier economy. Efforts by public sector agencies to regenerate these areas and tackle the underlying causes over the last decade have had little lasting effect, and the causes of this are complex and entrenched. The nuclear industry is currently set to grow in even more influence with the anticipated building of new reactors at Moorside and the creation of over 5000 jobs locally and a 15 billion GPB investment to the region This development is a once in a life time opportunity to use this investment as a catalyst to create new and improved infrastructure which not only supports the new build but also delivers a lasting legacy which improves the socio economic life of the surrounding community. However it is vital to understand (given past experience of boom and bust in the area relating to similar large scale developments in the 1980s) that without proactive economic planning and local authority intervention there is still the possibility that despite the great opportunity, the socio economic benefits for the area may not necessarily be realised. Therefore whilst acknowledging the real economic benefits of such a huge investment this economic plan will focus on economic diversification. The SCCCT recognises that whilst the energy and nuclear agenda is being driven by factors which are outside the scope and influence of the team, such a transformation still requires the integrated support of other sectors, in order to underpin the socio economic life of the region and encourage economic diversification. These sectors include construction, retail, Business and Financial services, arts and culture and the visitor economy. The Opportunity for Diversification: the Visitor Economy. The SCCCT agrees with the Cumbria Tourism Destination Management Plan and the Strategic Economic Plan of the Cumbria LEP 2014/15 that this economic opportunity, reinforces the need and urgency for significantly improved visitor infrastructure, whilst simultaneously sustaining the spectacular landscape which underpins the visitor economy in the first place. The lack of sufficient infrastructure and amenities are major factors in helping to explain why the Western Lake District s although long identified as a tourist destination, is nevertheless regularly overlooked and under

28 P a g e 27 promoted in favour of the central Lake District Honeypot areas such as Bowness on Windermere and Keswick. However it is evident that the proposed growth in the energy sectors will be a catalyst to stimulate growing demand and opportunities for businesses operating in the accommodation, food and drink sectors, linked to both the major investment in new nuclear build and decommissioning activity. With an increasing presence of multi-national firms operating from West Cumbria there will be a growing market for business visitors and associated expenditure. Additionally prevailing trends in terms of leisure expenditure on short breaks, coupled with the environmental quality of the coast and the inclusion of a large proportion of it within Lake District National Park should also contribute to the overall growth of the visitor economy. For these reasons this plan has focused focus primarily on maximising the growth opportunity within the visitor economy and in particular on the development and delivery of new amenity and access infrastructure that encourages and support cycling tourism in particular.

29 P a g e 28 Large Projects which are adjacent to or integral to the life of the coastal communities within the plan NUGEN Nuclear Reactor based power station new build at Moorside Beckermet bring 15 billion pounds of investment between 2020 and 2026 and creating jobs. North West Connections Project: delivering new electricity supply infrastructure with national significance through a route which takes it down the coast from Beckermet to the Duddon Estuary. 350 Million approx. investment and possibly some short term local jobs created. Wind Farms at Haverigg: awaiting development plans but already have planning permission. Decommissioning at Sellafield Limited committed for the foreseeable future with a 3.5 billion annual spend. Natural England s Coastal Path: part of the national project but due to be open between Seascale and Millom in the coming year LDNPA World Heritage Site status Bid Dong Energy Walney Windfarm Extension is due to be built in the next few years and there is an economic benefit fund connected to the development of 165,000 per annum for coastal communities between Seascale and the Fylde coast in north west Lancashire. BAE Submarines Division,Barrow In Furness are expanding manufacturing facilities to deliver the Trident submarines replacement = 1.5 billion investment in new facilities and creation of 1500 jobs Glaxo Smith Kline: Expansion of pharmaceuticals manufacturing plant in South lakes area is to bring 350 million of investment and create 300 new jobs. Fig 10: Related initiatives in the region which will influence the economy of the region

30 P a g e 29 Evidence to Support the Intentions of the Plan. The need for new and improved tourism infrastructure The Cumbria Tourism Destination Plan for Cumbria 2015, the Cumbria LEP Strategic Plan and The Copeland Growth Strategy 2016 all identify the need to improve the quality and range of visitor attractions, events and festivals and small scale tourism infrastructure in Copeland region. There is a strong sense within these plans that these any future capital investment must attract more visitors to stay for longer periods of time. The economic benefit of cycling tourism from Sustrans modelling. Sustrans has estimated the impact of cycle tourism using this model on a number of different locations. Key findings are: Cycle tourism represents a growing and valuable tourist market, particularly in rural areas, and can provide new incentives for people to visit an area and help support local trade and businesses3 On average, home-based leisure users spend around 9.20 per day and tourists are estimated to spend around per head each day. Therefore, despite overnight trips making up less than 1% of the overall volume, their economic contribution is approximately 20% of the total value of cycle tourism. The leisure sites that Sustrans have surveyed generate an average total leisure spend of 173,000 each year Long distance cycle routes, which are predominantly rural, can generate as much as 30 million per year to the local economy; enough to sustain over 600 full time equivalent jobs.

31 P a g e 30 The Economic Impact of Leisure and Tourism Cycling Route Year Distance (km) Cycle Trips (of which end to end) Total Yearly Expenditure Jobs supported C2C ,051 14,000 10,700, Coast and castles ,000 8,100 3,300, Hadrian's Cycleway ,242 7,500 6,500, Pennine Cycleway ,182 2,100 1,800, Celtic Trail ,000-32,500, Taff Trail ,000-14,000, Way of the Roses ,000 7,000 3,000, Fig 11: The Economic Impact of Leisure and Tourism Cycling Summary. Data about the wider benefits of cycling tourism on health and wellbeing. There are other benefits of cycle tourism including improved cycling provision for local people, thereby encouraging utility cycling. This can help address transport poverty and enhance personal health and fitness. This element of the plan is particularly important given that Copeland has the highest percentage of obese or overweight population in England according to Public Health England statistics. 68% of the population have a BMI higher than a healthy 25 (compared to a national average of 64.8%). The World Health Organisation s HEAT tool attributes economic values to key health benefits based on increased levels of physical activity through walking and cycling. In addition to this, a healthier workforce brings economic benefits through increased productivity (through the reduction of absenteeism and presentism). Both utility and leisure cycling can therefore contribute economic benefits as a result through improved health. Moreover, cycling is a socially inclusive activity and appeals to many ages and demographics.

32 P a g e 31 Direct Job Creation as a Result of Cycling Tourism: In 2012 Sustrans Research and Monitoring Unit began an interim study into the level of jobs sustained by the construction of walking and cycling routes. Key findings were that: 12.7 jobs are supported or sustained for every 1 million of investment in sustainable transport infrastructure. 1.6 jobs (direct, indirect and induced) are supported or sustained for every km of route constructed. The average cost per km of construction was 103,891. The average cost per scheme was 128,199 and there were on average 0.74 FTE jobs per km of path constructed. Fig12: The Economic Impact in Respect of Direct Job Creation. General tourism data from Cumbria Tourism 2015 survey Average visitor spend per day has increased above the rate of inflation (based on year on year CPI figures) since 2012 so visitors are spending more in real terms in Copeland district than they did in When accommodation spend is taken into account the most valuable visitor types are first time visitors, followed by overseas and staying visitors. Staying visitors in Copeland contribute per person per day on average into the local economy compared to for day visitors. These figures are considerably less than the Cumbrian averages of per day and per day respectively. It is the intention of the SCCCT to work towards a significant increase of the above figures over the first five years of this economic plan.

33 P a g e 32 What the Community said! As well as doing consultation amongst the parishes, business and organisation we also carried out an online survey which received 137 written responses summarized below. Most encouraging was the number of people who has taken the time to write suggestions and ideas about the planned route and a sample is found below with a full transcript in Appendix 3. Indication of community support unsupportive uncertain 2% 0% supportive uncertain supportive 98% unsupportive Anticipated method of usage 100% 80% 60% 40% 20% 0% CYCLE WALK/RUN HORSES Anticipated method of usage Anticipated frequency of usage MONTHLY WEEKLY DAILY 0% 10% 20% 30% 40% 50% Anticipated frequency of usage

34 P a g e 33 Sample of comments It's a fantastic idea. There are campsites, shops and coffee shops locally which would get much more custom from cyclists if there was a safe and flatter route from Seascale southwards. At the moment there are too many places where you have to take your life in your hands on the A595 and it's really hilly. A flat route along the coastal plain would be fabulous - the countryside is gorgeous and lots of tracks are already in place; they just need upgrading and opening up to cyclists, wheelchairs etc not just walkers. I believe it will make traveling between the communities along the route safer and should encourage more visitors from within and outside Cumbria and open up Business opportunities for cycles and horse riders "Contribute to development of tourism and encourage exercise and fitness "This is long overdue, the stretch of road between Millom and Sellafield is not cycle friendly in any way. This could help with the much needed boost to the local tourism economy. Hotels, pubs, shops, B&B, farms and town centres etc feeling the benefit I think that it will open up the area more to tourism, mainly cycling and walking, and will give the local residents another option when looking to lead a more active lifestyle. My family would make good use of this route as it would provide easy access to grandparents without the need to go on the road, which is very dangerous. Attract people to the Cumbria Coast not the centre of the Lake District. Cycling has become very popular lately and has brought economic growth to many areas. The cycle to work scheme is widely used at Sellafield but commuting to and from is fraught with danger due to the road and the amount of traffic

35 P a g e Potential Barriers Potential lack of officer support (due to lack of funds) to coordinate and project manage the overall plan and facilitate the projects and drive forwards the fund raising activity. Lack of funding to deliver the cycle route and other elements of the plan Partners focus too much on being competitive rather than on collaborating Obtaining land owners permissions for the cycle route may mean too much compromise on the preferred route. Crossing the 3 river estuaries along the coastal route in order to avoid the A595 main road will be expensive and may make the preferred route untenable. 5. Resources Required to Deliver the Plan The main resource requirement is the recruitment of a full time Project Development Manager to develop, and coordinate delivery of the various elements of the overall plan, attract and manage volunteers, communicate with partners and drive the funding applications. 5 years of funding = 250, Potential Funding Sources include the following funders Coastal Communities Copeland Community Fund Reaching Communities Dong Community Benefit fund Fells and Dales leader+ fund Heritage Lottery Fund FLAG County Council Highways/transport funding Regional Growth Fund via Cumbria LEP