Maryport Area Coastal Community Team: Economic Plan

Transcription

1 Maryport Area Coastal Community Team: Economic Plan Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 1

2 CONTENTS NB: Section numbers relate to the Government Guidance of Preparing Economic Plans for Coastal Community Teams; they are retained for ease of understanding by officers at DCLG. Introduction 1. Name of Coastal Community Team page: 4 2. Single Point of Contact page: 4 3. Coastal Community Team Members page: 4 4. Accountable Body page: 5 5. Local Area page: 5 6. Context The Community page: 6 7. Context The Economy page: 7 8. Related Initiatives page: 9 9. Ambition page: Community Needs and How We Will Meet Them page: Analysis page: Data page: Key projects page: Barriers page: Funding page: Maximising Resources and Costs page: Consultation page: Communication With Partners and Stakeholders page: Communication With the Community page: Management of Team page: Support Structure page: Sustainability page: Areas of Specific Interest page: 28 Appendix page: 29 Prepared by: Bowles Green Limited Consultants: Vale House Judith Bowles Oswaldkirk, York Steve Green YO62 5YH Tel: / Mobile: info@bowlesgreen.co.uk Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 2

3 Acknowledgements The consultants would like to thank members of the project steering group, members of Love Maryport Town Team and wider stakeholders who have contributed to the preparation of this strategy by giving their time and their ideas. Document History Ref Name Circulation/Purpose Written Date By V1 Draft Report CCT for comment SG & JB 19 Jan 2016 V2 Final Report Version 1 Published SG & JB 26 th Jan 2016 Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 3

4 INTRODUCTION This Draft Economic Plan has been prepared by consultants for the Maryport Area Coastal Community Team, which has been set up to guide economic development at the coast in the area shown on the map below. The economic plan is being written to a template provided by the government and consists of a description of the local area and its economic challenges, a development strategy, a rationale and a list of projects to deliver the strategy. In accordance with the guidance, it does not repeat economic, social and environmental information that is already set out in existing studies, strategies and plans. Instead, this Economic Plan summarises the position and refers to other plans where appropriate. The projects in this Plan will become priorities for bidding into the Coastal Revival Fund and for other sources of funding. This plan is a live document. In its current form (the first edition), it is a starting point. It will evolve and become more precise and detailed as work on projects progresses and as economic and other conditions change. It will be updated on a regular basis. 1. NAME OF COASTAL COMMUNITY TEAM The Coastal Community Team for this area is called Love Maryport Town Team. 2. SINGLE POINT OF CONTACT At present, activity in Maryport Area CCT is being co-ordinated by the Chair of the Love Maryport Town Team. Her contact details are: Debbie Wright Her Citti Crosby Street Maryport Cumbria CA15 6JX Tel: Debbie@hercitti.co.uk 3. COASTAL COMMUNITY TEAM MEMBERS Coastal Community Team The following organisations have taken part in work to prepare this economic plan and are members of the Coastal Community Team for Maryport Area: Allonby Parish Council - Ewanrigg Local Trust Lake District Coast Aquarium - Love Maryport Town Team (Lead organisation) Maryport Blues Festival Group - Maryport Harbour Authority - Maryport Inshore Rescue - Maryport Maritime Museum - Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 4

5 Maryport Town Council North of England Civic Trust Senhouse Roman Museum - Solway Coast AONB - Wave Centre - West Coast Indoor Karting - Stakeholders/Other Partners Maryport Area Coastal Community Team: Economic Plan A wider group of stakeholders has also engaged with the process and will provide support, assist communication or otherwise support the CCT. Allerdale Borough Council Cumbria County Council Cumbria Tourism - Netherhall School Northern Rail 4. ACCOUNTABLE BODY The accountable body for this Economic Plan is: Allerdale Borough Council Allerdale House Workington Cumbria CA14 3YJ Contact: Toni Magean, Town Centre Area Manager Tel: toni.magean@allerdale.gov.uk 5. LOCAL AREA The Maryport CCT area extends along the English Solway coast from Dubmill Point in the north to include Flimby in the south. The main focus for economic activity is the town of Maryport. Maryport sits at the mouth of the River Ellen, at the south-western extremity of the Solway Plain and at the northern end of the former Cumberland Coalfield. The town occupies high ground on top of cliffs and lower lying coastal land around the harbour. To the north of the town the site of the Roman fort and town of Alauna is within the Hadrian s Wall UNESCO World Heritage Site. With the exception of Maryport and Swarthy Hill, the area is low lying. To the north and south of Maryport there are sand dunes and sandy beaches, especially at Allonby, which is popular with holiday-makers and day visitors. The northern part of the CCT (i.e. the area to the north of Maryport) is within the Solway Coast Area of Outstanding Natural Beauty and there are fine views across the Solway Firth to Dumfries and Galloway and inland to the Lake District. Behind the coastal dunes, the land use is agricultural with several former mining communities. To the north, inland from Allonby wet grassland provides grazing and further inland, the ground rises to the ridge that forms the inland boundary of the Solway Plain. Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 5

6 The Maryport CCT area is generally remote from the national transport network. The Cumbrian Coast railway line links Maryport and Flimby to the East Coast mainline at Carlisle, and to Workington, Whitehaven, Sellafield and eventually Barrow-in-Furness to the south. The B5300 coast road links Flimby, Maryport and Allonby with Silloth in the north and Workington in the south. Other key roads are the A596, which links Maryport to Carlisle and the M6, and the A594, which links to the A66 at Cockermouth and on to the M6 at Penrith. The Hadrian Cycle Route passes through the CCT from south to north, as does the new Coastal Path. Figure 1: Maryport Coastal Community Team Area The area s sense of place is formed partly by this geographic heritage and in part by its cultural heritage; the latter is summarised as follows: The Roman fort and town of Alauna were built in 122 AD as a supply base for the western part of Hadrian s Wall The town reduced in size and importance after the departure of the Romans There was a motte and bailey castle in the 12 th century and the area was part of the Netherhall Estate in the 14 th Century when a peel tower was built to defend against Scots raids Humphrey Senhouse began to develop the harbour and the town in the 18 th century and renamed Ellenfoot as Maryport in 1749 after his wife, Mary Maryport developed rapidly during the 19 th century with an iron foundry, shipyards and larger port to service coalmining around Dearham, Broughton and Aspatria A new deep-water dock at Workington took trade from Maryport and the town s industry had all but collapsed by the 1980s In the last 20 years Maryport has enjoyed considerable public sector investment in leisure infrastructure, but it has struggled to attract large numbers of visitors 6. CONTEXT THE COMMUNITY The population of Maryport Area CCT is approximately 17,000. The main settlements are Maryport (12,000), Flimby (1,700), Crosscanonby (1,000) and Allonby (400). The population of Allonby Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 6

7 increases by approximately 2,000 in the summer and to a lesser extent Easter, the half term holidays and off season weekends as occupancy of its caravan sites increases. The resident population can be summarised as follows: The population is older than the UK average and ageing at a faster rate than the UK population There is a higher proportion of younger people in Maryport and Flimby than in the rural north Maryport and Flimby have high rates of unemployment with associated levels of deprivation and higher levels of crime, especially in the east and south of Maryport (Ewanrigg and Grasslot) The gap between the deprived urban areas and the less deprived rural areas is widening Maryport and Flimby have poorer health than the national average with lower levels of physical exercise and higher rates of hospital stays due to alcohol and smoking Average income is low and this has led to generally low levels of expectation in terms of quality of products and services The tourist population consists of regular visitors, who own their caravans and spend a good deal of their leisure time there, those who come regularly or occasionally for an annual holiday and day visitors. Most staying and day visitors come from other parts of Cumbria and surrounding counties. Local community priorities for Maryport are: tackling crime, clean streets, better job prospects, facilities for young children, activities for teenagers, road improvements better town centre/shopping facilities and better car parking. Maryport is the main service centre for the CCT. In addition to a shopping centre, there are banks, professional services, leisure and higher education facilities. 7. CONTEXT THE ECONOMY The local economy has struggled since the decline of the commercial port c100 years ago. At present, there are an estimated 350 businesses in Maryport and economic activity now consists of: Retail and service businesses for the local population (mostly located on Senhouse Street, Curzon Street and surrounding streets) Light industry (chiefly located in the Glasson and Solway Industrial Estates, located on either side of the A596 in the southern part of Maryport and on the Risehow Industrial Estate in Flimby) Boston USA-based leisure footwear and clothing company New Balance has a factory and factory outlet at Flimby A small fishing fleet operates from Elizabeth Dock and a seafood cooperative sells fresh fish and shellfish MP Marine is a family-owned ship builder and repairer, and marine engineers Leisure and tourism activity in Maryport is concentrated around the harbour area (marina, aquarium, museum, The Wave), though pubs and serviced accommodation are spread throughout the town and Senhouse Roman Museum sits atop the cliff in the upper town Most tourist accommodation is un-serviced (caravans) chiefly in 6 caravan parks in and close to Allonby Most local businesses are privately-owned, small and medium-sized enterprises. They are geared to local demand in terms of scale and quality and there is much economic leakage, for retail and other goods and services, to Workington and Carlisle. As a result, profit margins are generally low as is investment. Many commercial buildings are owned by absentee landlords. These two factors mean the condition of many commercial buildings, especially on Senhouse Street, is poor, giving the town Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 7

8 a run-down feel. The busy A596, the main road from Workington to Carlisle, runs through the middle of Maryport and this brings large commercial vehicles through the heart of the town. There is a dis-connect between the upper and lower towns, with locals using the shops in the upper town and visitors concentrated around the harbour and associated attractions. The Wave was built with ERDF funds as an exhibition hall. It is located in the lower part of town between the River Ellen and the harbour. It struggled to attract the high levels of community use, as such has repositioned its business plan to provide a wider leisure/activity offer (clip and climb and a caving experience). New housing that has been developed around the harbour is popular and houses here sell relatively quickly. The harbour authority owns land around and between Senhouse and Elizabeth docks and is actively pursuing development options. There is currently an oversupply of commercial property, in particular office space. Overall, the prices of residential and commercial property are low in comparison with other parts of Cumbria and the UK. The local catch is mostly shellfish. Seafood landed at Maryport is mostly sent directly to European markets, but a fishing cooperative sells a variety of seafood, some of it traded from incoming vessels from elsewhere, at the quayside. Tourism Maryport has struggled to become established as a destination for visitors. Its reputation amongst residents and tourism businesses in the Lake District is poor and this is often passed on to visiting tourists. Visitor attractions struggle to generate sufficient numbers of visitors to be financially viable (Senhouse Museum 10,000, Maryport Maritime Museum 1,800), with people staying in caravan sites to the north forming the core market, and visitors are largely absent outside of the holiday season. Though the recently developed clip and climb and indoor caving experience at The Wave appears to be bucking this trend. The annual Blues Festival attracts in the region of 20,000 visits to the town over a weekend and there is event organising expertise and capacity in the town. Accommodation for visitors is limited to 3 hotels and a small number of B&Bs in Maryport plus 6 caravan parks in and near Allonby. There is also scattered self-catering rental accommodation in the rural hinterland. Serviced accommodation is chiefly aimed at contractors and quality is below average. The marina has 190 berths, facilities for boat owners and is currently developing a clubhouse. Mooring rates are low in comparison to marinas further south along the Irish Sea. Boat owners who moor vessels in Maryport Marina are relatively self-contained and do not generally engage with the town. There are occasional visits by individual boats and sailing clubs from Galloway, the Isle of Man and marinas to the south. Places to eat and drink are also geared to the local market and, with some exceptions, do not meet the expectations of tourist visitors. However there is anecdotal evidence from businesses in the town that visitors who do come to Maryport are impressed by the architecture and harbour. The upper town has some fine 18 th and 19 th century buildings, especially around Fleming Square and the harbour has retained much of its character. The Roman collection at Senhouse Museum, which is owned and operated by a trust, is of international significance. Ownership of the Alauna site, including buildings at Camp Farm, has recently passed from Hadrian s Wall Heritage to the North of England Civic Trust (NECT). NECT has recently secured a 50k grant through the coastal revival funding scheme towards establishing a volunteer base in the buildings at Camp Farm and both trusts are preparing development projects. Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 8

9 Most staying visitors are based in the Allonby caravan parks; day visitors also make for the beach at Allonby Bay. There is access to the water for boats, though a watercourse that runs across the beach below the access point restricts this. Allonby is a good location for kite surfing, but recent attempts to hold national competitive events were thwarted by poor weather conditions. There are public toilets and a playground, but both are in a deteriorating condition. There are several beach car parks on the green. A new off-road cycle track connects Allonby to Maryport (via Milefortlet 21 and the saltpans at Swarthy Hill, Crosscanonby Nature Reserve, Maryport Golf Course, which has a catering offer, and Maryport Promenade) and it is proving popular with local residents and visitors. 8. RELATED INITIATIVES A number of existing initiatives are already underway and these are summarised here. Cumbria Local Enterprise Partnership Cumbria LEP has four priorities, as follows: Advanced manufacturing growth Nuclear and energy excellence Vibrant rural and visitor economy Strategic connectivity of the M6 corridor It will achieve this by: Providing support for businesses Developing skills through training Improving infrastructure (superfast broadband and new homes) Environmental sustainability The Cumbria Business Growth Hub is one of several delivery components; it coordinates support services for businesses across the County. Solway, Border and Eden LEADER The Solway, Border and Eden Local Action Group has published a Local Development Strategy for LEADER funding from 2014 to It aims to support significant and sustainable economic growth in a way that respects the local distinctiveness of the area, fully engages local people and builds stronger, more resilient rural communities. It does this through 3 objectives, with related programmes and priorities, as follows: Objective 1: To encourage significant and sustainable economic growth and increased employment, with the full engagement of local people Objective 2: To address rural issues within the Solway, Border and Eden area and build stronger, more resilient communities Objective 3: To promote tourism that enhances, conserves and celebrates the distinctive nature of the environment, landscape, heritage and culture of the Solway, Border and Eden area Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 9

10 Britain s Energy Coast BEC is jointly owned by Allerdale and Copeland Borough Councils, Cumbria County Council and the Nuclear Decommissioning Authority. Its 2012 Economic Blueprint aims to create 3,000 new jobs by building on West Cumbria s strengths, i.e.: World class research facilities Natural resources Manufacturing capability International reputation in the energy sector Allerdale Council Policy The Council seeks to work with strategic and local partners to deliver its priorities; these are set out in its Council Plan , as follows: Tackling inequality reducing poverty and supporting people who face financial difficulties Strengthening our economy creating a strong, sustainable and vibrant local economy and creating jobs Enhancing our towns creating thriving towns that are attractive and welcoming, and retain their distinctive characters Improving health and wellbeing helping people live healthy lives and reducing health inequalities Current activity includes supporting Maryport and Silloth towns and CCTs with a development officer allocated to support projects in each area. Allerdale Investment Partnership AIP is a joint venture between Allerdale Borough Council and Lucent Strategic Land Fund, a property development specialist. The partnership has recently progressed development of the Miltofts site on Curzon Street to the south of the town centre where Lidl is developing a new retail store, with the creation of 30 new jobs. Tidal Lagoon Tidal Lagoon Power has proposed the development of a tidal lagoon on the West Cumbria Coast. Should the development go ahead, it would have significant impacts on employment, tourism, health and wellbeing, etc. However the project is at an early stage and its delivery is subject to a number of factors beyond local control (including green energy subsidies, etc). Maryport CCT supports the project but has not taken it into account during the timetable of the current plan. The situation will be reviewed on an on-going basis and we will respond accordingly. Solway Signage Strategy The strategy has three levels of signage, as follows: Primary signage: Local signage within the Solway Coast AONB Secondary signage: Signage within the three market towns Aspatria, Silloth and Wigton Tertiary signage: Signage on the trunk roads into the Solway Plain and on the M6 Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 10

11 Primary and secondary signage has been installed; this includes threshold signage for the AONB and at Allonby, threshold signage at Aspatria, Silloth and Wigton, local information signage at key car parks/access points. The Solway Coast AONB is currently working with Cumbria County Council highways to install tertiary signage to the Solway Coast. Heritage Lottery Fund The Heritage Lottery Fund has recently asked Allerdale Borough Council to prepare a strategy for HLF funding in Allerdale, to help bring forward grant applications to support natural, cultural and community heritage in the Borough in a coordinated and strategic manner. The Council is preparing the strategy and it will be available in March Local Initiatives Roman Maryport Senhouse Museum Trust and North of England Civic Trust are coordinating their efforts to take forwards the Alauna, Roman Maryport project. NECT are currently carrying out emergency repairs and developing a base camp at Camp Farm. This will enable visitors to access the site. SMT is beginning to put together an HLF-funded development project. Senhouse Museum Trust is investigating opportunities to enhance its visitor experience, including more car parking. Events The Maryport Blues Festival Group has diversified into contract event management, making use of its equipment and event management expertise more widely available in the area. Maryport Harbour Authority Maryport Harbour Authority is actively exploring development opportunities for land at the harbour. It is developing a clubhouse for marina members, has applied for planning permission for a small, touring caravan park and has had discussions with another potential development partner. At the time of writing this Economic Plan, the Harbour Commissioners are looking to prepare a new development plan for the harbour and surrounding land. This will probably be completed within the next 3-4 months. Tourism Tourism has been a feature of regeneration in Maryport for some time. The strategic approach to tourism marketing has been to promote West Cumbria (including the Solway Coast) as a slipstream brand of England s Lake District. It was anticipated that this strategy would attract tourists staying in the Lake District to visit the coast and, hopefully return for staying trips in the future. In the event, this strategy has failed. As early as 2000 an evaluation of the Western Lakes Tourism Initiative showed that the project had not changed Lake District tourists perceptions of the coast and research to inform a marketing and branding study for the Solway Coast (2005) showed that the strategy had failed the Solway Coast. The consultants preparing this Strategy strongly recommend that an alternative approach is adopted as a matter of urgency. Maryport, Allonby and the Solway Coast have great character and a number Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 11

12 of strengths that make the Maryport Area CCT appealing to visitors beaches, Roman heritage, maritime heritage, art heritage (especially Percy Kelly) and water sports. A new approach to tourism marketing is required and it is the intention of Love Maryport to work with Silloth-on-Solway CCT to promote a coordinated approach to destination marketing of the North Allerdale coast. Aim: To develop and promote tourism that will attract staying and day visitors to the area s strengths. Target Markets: Our target markets will be those where we have or will develop a competitive edge. At present these are: Day visitors from Allerdale, Carlisle and Copeland Visitors staying in caravan parks along the coast People with an interest in heritage (especially Roman and maritime heritage) People with an interest in art Boat owners with moorings in Irish Sea ports Beach and water sports enthusiasts Brand To our north, Silloth-on-Solway CCT has chosen to adopt the England s Solway Coast brand for its tourism destination marketing. This brand has already been adopted by CCT partners in the north of the Maryport Area CCT at Allonby, where it features on highways threshold signs for the village and on 28 signs within Allonby itself. To the south, the National Trust and partners have developed the Colourful Coast brand for the Whitehaven-St Bees section of the coast. CCT partners based in the town of Maryport feel more closely aligned to a West Cumbria sense of identity. We will work to agree an effective way forwards for the CCT in the coming weeks. Product Development: Product development will focus on: water/beach activities, Roman, maritime and industrial heritage, art heritage. This should include: Visitor Collateral - interpretation (tangible and intangible), access (routes, providers, information), improved visitor facilities - public realm, accommodation, food and drink offer, retail offer. 9. AMBITION Whilst tourism is not the only economic activity that can contribute to the regeneration of the Maryport Area CCT, it is the sector that the local community, businesses and stakeholders can influence most. Strategic development sites for Allerdale Borough Council s target growth sectors (nuclear, manufacturing and innovation) are located further south, in and around Workington and the A66 corridor, and these have a better infrastructure to support economic growth. Many people who live in the Maryport Area CCT rely on these sectors for employment. However, if we make Maryport a better place to visit and live, we will also make it a more attractive place for business to locate to, as well as a better place for people working further south, to live. The Maryport Area Coastal Community Team, therefore, seeks to: Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 12

13 Improve the environment of Maryport town centre, harbour and promenade, improve connectivity between the town and the harbour, enhance existing attractions and facilities, and develop new attractions and facilities for visitors based on our Roman, maritime, industrial and artistic heritage Improve facilities for beach users and holidaymakers at Allonby Improve access and interpretation in the rural coastal zone Increase the attractiveness of the CCT as a destination for day and overnight visitors by developing and promoting a programme of events and activities Improve the quality of all aspects of our offer, including accommodation, food and drink, customer service and public realm Promote our area as a destination for day and staying visitors to our priority target markets To ensure that increasing visitor numbers and spending bring maximum benefit, our plan will be led and, where possible individual projects will be delivered, by community organisations, or in partnership with them. We will ensure clear pathways to employment for people who live locally, especially those who live in disadvantaged neighbourhoods. We will have been successful when: We have established a high quality, heritage and arts based tourism offer for Maryport town, harbour and promenade Allonby provides a high quality seaside and beach holiday experience with beach and water activities There is a year-round programme of events and activities and the Blues Festival is well-known as a nationally-important music event Day visitors and tourists come in greater numbers over a longer season to enjoy our cultural heritage experience and our beach experience Existing tourism businesses are thriving and, with new tourism businesses (home grown and attracted into the area) provide more employment and career opportunities for local residents, encouraging our young to stay and to thrive, as well as improving the quality of life of our residents Maryport and the surrounding area is written about in the national media as an attractive place to visit, live and work As a result of its success as a place to visit, Maryport is increasingly attractive to businesses in associated sectors (marine engineering, energy, seafood, etc.) By providing more employment opportunities and better access to the coast and countryside, our residents will be healthier in mind and body 10. COMMUNITY NEEDS AND HOW WE WILL MEET THEM Allerdale Council s Plan provides the wider strategic framework for economic and social development in the Maryport CCT area. The priorities are: Tackling inequality reducing poverty and supporting people who face financial difficulties Strengthening our economy creating a strong, sustainable and vibrant local economy and creating jobs Enhancing our towns creating thriving towns that are attractive and welcoming, and retain their distinctive characters Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 13

14 Improving health and wellbeing helping people live healthy lives and reducing health inequalities Priorities for our residents are: Tackling crime Clean streets Better job prospects Facilities for young children Activities for teenagers Road improvement Better town centre/shopping facilities Better car parking Strategies for improving the economy are: Providing support for businesses Developing skills through training Improving infrastructure (superfast broadband and new homes) Environmental sustainability Our consultation process identified a number of heritage and tourism opportunities to address these issues that fit well with the regional economic strategy, as follows: 1. Improving the town centre environment by planning and delivering environmental improvement and linked heritage interpretation projects for Senhouse Street, the upper town and Queen Elizabeth Dock 2. Improving the seafront experience by enhancing Maryport Promenade and improving access and facilities at the Grasslot shore, by improving beach and play facilities at Allonby and at rural access points 3. Building on our tradition of events by establishing a permanent base from which we can further develop existing events, operate new events and provide training and learning for people seeking employment in event management 4. Enhancing our existing heritage attractions and developing new heritage attractions based on our strong: a. Artistic and especially painting heritage b. Industrial/transport/maritime heritage c. Roman heritage 5. Ensuring that learning, training and volunteering are built into all of our development projects, with an emphasis on providing opportunities for local young people and unemployed people 6. Improving the quality of our visitor offer so that our businesses meet the needs of our visitors, operate more profitably and re-invest 7. In the longer term we aim to improve the quality of our accommodation offer, but first we will increase the volume of visits and reasons to visit 8. Where possible projects will be delivered and managed by existing organisations (businesses and social enterprises) operating in Maryport and area Together these eight opportunities, or priorities represent the strategic approach. The table below shows how they will address the needs of our communities. Delivery on the overall strategy will, of course, help to deliver all four of the headline issues facing our community, though specific strategies have a greater or lesser impact on individual issues. Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 14

15 Table 1: How Our Opportunities Meet Our Needs Opportunity Tackling Inequality Strengthening our Economy Improving the town centre and harbour Improving the seafront experience Maryport Area Coastal Community Team: Economic Plan Enhancing our Towns Building events Enhancing and developing new attractions Improving Health and Wellbeing Addressing Local Concerns Learning and training Improving quality Improving accommodation quality Local ownership and delivery 11. ANALYSIS An analysis of the strengths, weaknesses, opportunities and threats facing our strategic approach is set out in the table below. Table 2: SWOT Analysis of the Strategic Approach Strengths Internationally important Roman heritage (UNESCO World Heritage Site) Nationally important landscape designation (AONB) Maryport transport hub development Georgian Town Lay-out and Conservation Areas Strong maritime heritage Percy Kelly and contemporary artists Distinctive architecture High quality beaches Caravan accommodation stock Good quality coastal access, including Maryport- Allonby cycleway Maryport Blues Festival Event organising capacity Fishing fleet and cooperative fresh seafood Railway station on the Cumbrian Coastal Line Opportunities Demand for heritage tourism Growing demand for activity and watersports tourism Interest in art Demand for events and activities Development land at the harbour Install gates at Elizabeth Dock Excavating and interpreting Alauna Promoting a strong destination brand Building on UNESCO World Heritage Site status Town Centre Traffic Management Parking Study Weaknesses Poor condition of buildings in main shopping area Businesses not set up to meet tourism demand (opening times, quality of service, etc.) Limited supply and quality of serviced accommodation Poor signposting to and around the area Under-used buildings (e.g. Christ Church) Threats Failure to act Continued negative PR in rest of Cumbria Further deterioration of town centre buildings Competition form other parts of the Cumbria Coast No permanent location for events Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 15

16 12. DATA Statistical information and information on the policy context in North Allerdale to guide this plan has been taken from the following documents: Allerdale Borough Council Plan Allerdale Borough Council Economic Growth and Investment Plan Cumbria Intelligence Observatory (various documents) Cumbria Local Enterprise Partnership Strategic Economic Plan Maryport Area Profile (Allerdale Borough Council) State of the Solway Coast AONB Report (2013) Strategic Environmental Assessment Report for the Solway Coast AONB Management Plan (2015) The Allerdale Atlas (Allerdale Borough Council) West Cumbria Economic Blueprint (2012) 13. KEY PROJECTS This section includes information specified in sections 14-18, and 30 of the Government Guidance of Economic Plans for Coastal Community Teams. Details of targets, costs, outputs and timetable are set out in the project development briefs. A number of specific development projects have been brought forward through the consultation process. These are set out here, within our overall strategic approach. Further sections of the report how how and when these will be delivered. Table 3: Strategies and Projects Strategy Project 1. Improving the town centre and harbour Maryport streetscape improvement Pedestrian and road signage Maryport Railway Station enhancements 2. Improving the seafront experience Improved coastal access Redevelop Allonby playground Improving Maryport Promenade Formalising car parking in Allonby Improving the Grasslot Shore 3. Building events Events programme Permanent events facility 4. Enhancing and developing new attractions Art project Roman heritage project Percy Kelly attraction Elizabeth Dock improvement Restoring the train turntable Promoting the Smugglers Way route 5. Learning and training Cross cutting theme 6. Improving quality Cross cutting theme 7. Local ownership and delivery Cross cutting theme 8. Supporting activity Marketing and branding strategy Increasing capacity Monitoring and evaluation Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 16

17 Priority Projects Six priority projects have been selected from the project list and these will be addresses first. They have been selected on a combination of factors, i.e.: Their potential impacts on the local economy The extent to which they pave the way for other projects Deliverability Availability of delivery partners to take them forwards The remainder will be brought on stream once the priority projects are under way and capacity can be allocated to them. The priority projects, which are highlighted in the table above in italic text are summarised briefly here. An outline development brief is supplied for each, showing the role of Maryport Area CCT in developing and delivering them. The three cross cutting theme strategies are applied to all projects. How we intend to achieve this is also summarised below. It is important that we continue to monitor the status of existing and new projects that might come forwards from our community, so that we are able to react to changing circumstances, policy and funding opportunities that might arise. With this in mind, we will formally review our Economic Plan on an annual basis with interim reviews at 6-monthly periods. Events Programme developing and delivering an annual programme of events that raise awareness of and celebrate Maryport s heritage, that could include and arts festivals, a Roman festival, maritime festival, seafood festival (Lead: Maryport Festival Ltd.) Permanent Events Facility a building and performance space in the town that incorporates a stage, storage, learning space; event management training provision (Lead: Maryport Festival Ltd.) Roman Heritage Project securing the fabric of Camp Farm, community archaeology, interpreting Maryport s Roman Heritage, promoting and managing public access to Alauna (Lead: North East England Civic Trust & Senhouse Museum) Art Project Formalising and promoting existing Percy Kelly trails in Allonby and Maryport, developing an art gallery in Maryport, indoor and outdoor art exhibitions/installations (Lead: Community Group) Maryport Streetscape Improvement a second Townscape Heritage Initiative and other measures to improve the condition of historic buildings and a scheme to encourage good design of shop fronts, especially on Senhouse Street (Lead: Allerdale Borough Council) Re-develop Allonby Playground Re-design and development of this key attraction in the centre of Allonby (Lead: Allonby Parish Council) Cross Cutting Themes Learning and Training All projects will have learning and training built in to ensure that: The learning and training potential of the project is maximised A trained workforce is available to deliver the project Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 17

18 We will draw on existing business support mechanisms already in place. In particular we will work closely with Allerdale Borough Council and the Cumbria Business Growth Hub. We will also work with Ewanrigg Local Trust to maximise learning, training and other opportunities for our most disadvantaged communities. Improving Quality Our approach to improving quality will be to: Ensure all projects delivered through the strategy are delivered to the highest possible quality by benchmarking them against comparable projects elsewhere Identify and share information on best practice and quality projects similar to the ones we propose Champion local examples of good quality as an inspiration to others to follow suit Local Ownership and Delivery This Economic Plan (first version) is owned by local businesses and stakeholders. We will widen ownership of the plan as we develop and progress. All of the priority projects will be delivered by local organisations, sometimes working in partnership with people or organisations from further afield. Where possible, lead delivery partners will be local and ideally they will be rooted in our community. Our lead delivery partners for our six priority projects are: Maryport Festivals Ltd a not-for-profit, locally-owned organisation based in Maryport Love Maryport Town Team a partnership of local businesses and stakeholders Senhouse Museum Trust based in Maryport (working with the North East England Civic Trust) A local community group interested in art, led by local resident and Love Maryport Town Team Member, Dolly Daniel Allerdale Borough Council our local authority Allonby Parish Council one of our Parish Councils Longer Term Projects The following longer-term projects have been identified. Improved Coastal Access will be delivered jointly with the Silloth-on-Solway CCT, with Silloth taking the lead. Ideally destination marketing will also be delivered jointly. This means that work can be shared, with resulting economies of scale. Others will be delivered locally Jointly with Silloth on Solway CCT Improved Coastal Access improvements to coastal car parks, improving information in coastal car parks, circular walks from car parks, cycle and electric bike hire, further work to explore feasibility/costs of improving Maryport promenade and improving access at the Grasslot shore and Silloth South Beach Locally Managed Percy Kelly Visitor Attraction investigate the possibility of developing Percy Kelly s House in Allonby as a visitor attraction and focus for research and interpretation of Percy Kelly and his life (Lead: Community Group) Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 18

19 Improving Maryport Promenade Redeveloping the old WC block as a café with new environmental improvements to visitor facilities, structural improvements to the promenade (Lead: Allerdale Borough Council) Improved Pedestrian and Road Signposting Planning and delivering new and effective signage for pedestrians and vehicles throughout Maryport; strengthening the link between the town centre and the Harbour with street furniture, signage and art (Lead: Love Maryport Town Team) Elizabeth Dock Improvement - New lock gate, providing a home base for one or more tall ships and linked maritime heritage and water activities (Lead: Maryport Harbour Authority) Restoring the Train Turntable Study, plan and delivery of restored turntable, interpretation, encouraging steam train visits, linked engineering training project (Lead: Local Community Group led by local resident) Smugglers Way developing and promoting this as a 2-3 day walking route to encourage staying visits by walkers Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 19

20 Development Briefs for Priority Projects Project Events Programme Brief description Developing and delivering an annual events programme for Maryport. Maryport Blues Festival will continue as the headline event and we will explore ways to increase the economic impact (for example promoting camping and homestay accommodation). We will support Maryport Festival Ltd. to plan and deliver an annual programme of events based on Maryport Area CCT s strengths Roman, maritime and industrial heritage, art, seafood, coastal activities. Training opportunities for young people in event management will be incorporated. Pump-priming will be supplied on a reducing basis and Maryport businesses and the events will become financially sustainable in the medium/long term. In the meantime, they will become the focus for promoting Maryport Aim To increase visits and visitor spending in Maryport and area through an annual events programme Objectives Develop an annual events programme Establish current baseline for economic impact of events in Maryport Pilot one or more new events in 2016 Run a full programme of events in 2017 Add 1-2 new events per year in 2018 and 2019 Create 2 new events FTE equivalent jobs Train 15 youngsters in event management Link with Netherhall School to provide event management volunteering opportunities Delivery partners Maryport Blues Festival Group Businesses in Maryport Cumbria University Action Tasks Timetable Cost Short term Prepare an events strategy and action ,000 actions plan and economic baseline Medium term Pilot 1-2 new events ,000 actions Run first annual events programme ,000 Incorporate accommodation booking into ,000 to Blues Festival Run second annual events programme ,500 with 1-2 new events Run third annual events programme with , new events Evaluate and review ,000 Long term actions To be decided subject to review - - Targets Increase economic impact of Blues Festival by 10% per year from 2017 Increase economic impact of events in Maryport overall by 25% per year from young people per year gain practical skills in event management 10 young people per year volunteer in event management Create 2 event management FTE equivalents by 2019 Performance measures Monitor and evaluate economic impact of all events Record training activity Record employment Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 20

21 Project Permanent Events Facility Brief description Started in 1999, Maryport Blues Festival has grown to become one of the most important in Europe, attracting 20,000 visitors who come to watch local, national and international artists. Headline acts have included Chuck Berry, Dionne Warwick, Buddy Guy, Van Morrison and others. The festival is run by a local not-for-profit company and 100 volunteers. It is estimated to generate 1m to the local economy. Maryport Blues Festival Group has considerable event organising capacity and is diversifying to manage other events for example Workington s Christmas Lights Turn-on The organisation is keen to continue to grow the Blues Festival and to develop additional events in Maryport, but is constrained by lack of a dedicated events space. Blues Festival performances take place in a variety of venues around the town and in a marquee by the harbour, which is detached from the other venues in the town, and equipment is stored at a remote location. This project would develop a dedicated events space with a covered stage, small indoor performance space, storage, practice rooms/studios, an office and space for learning. It would provide a base for: The Blues Festival main stage A programme of new events Training in event management Community activity, performance, etc. Aim Create a dedicated events space Objectives Identify the best location Provide a home for the Blues Festival Provide a base for the development of an events programme for Maryport Provide storage for events equipment Provide a space for learning, practice ad other community activities Delivery partners Maryport Festival Ltdp Ewanrigg Local Trust University of Cumbria Action Tasks Timetable Cost Short term Pilot and evaluate camping and homestay ,500 actions accommodation sales Medium term Development sites study* Sep-Dec ,500 actions Incorporate camping and homestay ,000 accommodation into the Blues Festival (subject to pilot) Business planning ,500 Developing the project Fundraising Deliver and operate 2018 Est: 500,000 Long term actions TBA subject to above - - Targets Increase number of staying Blues Festival visitors by 10% in 2016 Increase number of staying Blues Festival visitors by 20% per year in 2017, 2018 and 2019 Identify and secure location for events base Business and development planning complete Events base developed and operating Targets for event participants, visitors and economic impacts to be set during business and development planning Performance Monitor the above measures Count day and staying visitors to the Blues Festival * See note on sites study, below Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 21

22 Project Roman Maryport Brief description A previous project to develop visitor facilities at Alauna failed with the demise of Hadrian s Wall Heritage Ltd. This project seeks to develop Alauna as a visitor facility to attract visitors to Maryport and area by providing access and signage to the site and on-going archaeology and interpretation, including tours, events, etc. In the first instance, a new plan for developing the site is needed, along with making safe dilapidated buildings at Camp Farm, so that these can be used as a base camp from which to run tours of the site. The next task is for the two interested parties Senhouse Museum Trust (SMT), which owns Senhouse Museum, and the North East England Civic Trust (NECT), which owns the Camp Farm site to agree a way forwards and a development plan. NECT is keen to do this in collaboration with the community in Maryport. The two organisations will then raise funds (including an HLF application) to make the site accessible to the public. Ideally the two sites will operate as one, though this depends on the two organisations being able to form a mutually satisfactory partnership or agreement. Aim To attract visitors to Maryport to view the Roman site of Alauna Objectives Improve the visitor experience and interpretation at Senhouse Roman Museum Provide public access and interpretation of the Alauna/Camp Farm site Run an on-gong community archaeology project Improve interpretation and access at Senhouse Roman Museum, including car parking Interpret Roman sites along the Solway Coast Delivery partners Senhouse Roman Museum Trust North East England Civic Trust Newcastle University Action Tasks Timetable Cost Short term Emergency repairs to Camp Farm and Jan-Mar 2016 Funded actions construction of a base camp Community consultation to agree a way Mar-Jun 2016 Funded forwards Events and activities on the Camp Farm Mar-Jun 2016 Funded site for the community and visitors Medium term Collaboration between SMT and NECT to Jun-Aug ,000 actions agree a way forwards and development plan and visitor management plan for the entire site Developing a plan for the site and funding Sep-Dec ,000 bids Fundraising Commence work on site 2018 TBA Long term actions Deliver plan for public access to site 2019 TBA Targets 2016 programme of community events Plan for public access and interpretation Funds raised for public access and interpretation Long term - TBA Set target for visitor numbers and economic impacts when scale of project is known Performance Monitor and evaluate above measures Bowles Green Limited Vale House, Oswaldkirk, North Yorkshire, YO62 5YH 22