WITHERNSEA RENAISSANCE PLAN - East Riding

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011 �

AUGUST 2011

WITHERNSEA RENAISSANCE PLANWITHERNSEA AND SOUTH EAST HOLDERNESS REGENERATION PARTNERSHIP

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011�

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It is understood that you may not use this material or any part of it for any reason other than the evaluation of the document unless we have entered into a further agreement for its use. The document is provided to you in confidence, on the understanding it is not disclosed to anyone other than those of your employees who need to evaluate it.

CONTACT INFORMATION

GVAFirst FloorCity Point29 King StreetLeedsLS1 2HL

Telephone: +44 (0)8449 02 03 04Fax: +44 (0)113 280 8080

Prepared by:

In conjunction with:

LathamsSt Michael’sQueen StreetDerbyDE1 3SU

Telephone: +44 (0)1332 365777Fax: +44 (0)1332 290314


CONTENTS

Introduction

The Vision

The Renaissance Plan

Delivery Plan

Strategic Fit

Monitoring and Evaluation

The Next Steps

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WITHERNSEA RENAISSANCE PLAN - AUGUST 20114

�.0 INTRODUCTION

Withernsea, like many traditional seaside towns has suffered economically from changes in holiday taking and the demise of the railways, which started in the 1960s. The town is still a visitor destination, with its award winning beach and caravan parks, but increasingly it is unable to compete with other seaside towns and visitor destinations. The consequence has been a cycle of decline resulting in significant social and economic deprivation, loss of confidence in the future prospects of the town and reduced levels of investment.

As well as its role as a seaside town, Withernsea is the largest town and service centre in the Holderness Peninsula. Over the past ten years, when most parts of the East Riding became significantly less affordable, Withernsea’s pool of low cost housing perpetuated a concentration of low income households, with parts of the town consequently falling into the 10% most deprived areas in the Index of Multiple Deprivation 2010 and the remainder falling into the most deprived 20%.

In an attempt to arrest the town’s declining economic fortunes Withernsea and South East Holderness Regeneration Partnership, in association with East Riding of Yorkshire Council and other key stakeholders, have developed a strategy to help secure the regeneration of Withernsea and a sustainable economic future for the town. This strategy (The South East Holderness Strategic Regeneration Development Plan) produced by Scott Wilson in January 2011, identifies the town as the main focus for future public sector investment in the area in order to provide the service centre and visitor magnet, which is seen as fundamental in underpinning the long term regeneration of the town. In response to this strategy Withernsea Town Council prepared the Town Plan, which identifies / sets out a series of actions and priorities identified by the people of Withernsea.

Part of the reason why Withernsea’s economic potential is not being fully realised is a lack of visual identity and sense of place. In response both the Scott Wilson Strategy and Town Plan identify that there is an urgent need to improve the range and quality of visitor and resident facilities in the town centre and seafront areas and to achieve a higher quality of public realm.

In response to both documents and through actions implemented by the Partnership the town has benefited from a range of regeneration priorities / initiatives, which have been developed into a series of projects, focussed on the town centre and seafront areas. These include plans to:

Upgrade Queen Street (Withernsea’s main shopping street) to improve pedestrian conditions and the vitality of the street;

Develop a new fishing compound and associated boat slipway on the southern promenade;

Develop a multi-use cultural and enterprise centre [the Meridian Centre] to provide performance and community space, together with cafe and business units; and

Improve the attractiveness of the seafront area through a comprehensive set of environmental improvements.

In addition, work has commenced on a Housing Renewal Assessment, which focuses on the town’s older, privately owned, housing stock, establishing ways of improving it and encouraging investment.

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WITHERNSEA RENAISSANCE PLAN - AUGUST 2011 5

Fig 1. Aerial photograph of Withernsea


Fig 3. Looking south along Queen Street

Fig 2. Withernsea’s seafront and promenade


Purpose of the DocumentThe brief requires the Plan to establish a 10 to 15 year vision for the town that not only raises aspirations but also develops existing and newly identified projects into a spatial plan that delivers the vision. The Plan draws all of these strands together into a co-ordinated Renaissance Plan for the town including an investment development strategy for key locations focused on the seafront area of Withernsea, and Queen Street (Fig 2 and 3) and linking to planned investment in the wider Holderness area.

This Renaissance Plan sets a clear direction for the future development of Withernsea based on delivering a high quality urban environment that will encourage private sector investment, whilst being flexible enough to accommodate potential changes in private and public funding and the wider economy.

The Plan will be used to influence public and private sector investment decisions, highlighting key development initiatives within the town and surrounding Holderness area. It has been prepared in consultation with the local community, elected members, the Town Council and other stakeholders with an interest in the town’s future.

The Plan is a long term plan to 2020 and beyond. It focuses on the physical aspects of development, building upon all the positive assets of the town to support a sustainable community and to attract inward investment. It adds value to the previous work by:

Creating synergy between individual projects;

Providing a clear priority for action, based on realistic funding assumptions; and

Identifying new opportunities for development which will renew confidence in the future of the town.

The first part of this document establishes the vision for the future direction of the town and a set of objectives for Withernsea. The second part sets out the Renaissance Plan for the town’s development and growth, drawing together the collection of individual but inter related development projects, all of which are supported by a delivery plan to guide implementation.

The Renaissance Plan itself is not a statutory planning document but has been developed, tested and consulted upon in such a way that it can be used as evidence of the community’s renaissance aspirations, informing East Riding of Yorkshire Council’s [ERYC] emerging Local Development Framework [LDF]. The LDF will replace the existing Holderness District Wide Local Plan (1996) and the Kingston Upon Hull and the East Riding of Yorkshire Joint Structure Plan (2005) guiding development up to 2026. Projects in this Renaissance Plan focus on this mid term plan period but the vision reflects longer term prospects.

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�.0 THE VISION

Fig 4. Withernsea’s award winning beach and seafront promenade Fig 5. Amusement arcades on Memorial Avenue

Defining WithernseaWithernsea is a traditional seaside town approximately 19 miles [30km] east of Hull (Fig 6). The town grew following the opening of the railway line in 1854 which linked it with Hull. The role and function of Withernsea is dominated by its location. As a coastal town, with a high quality award winning beach, it is influenced by the tourist industry (Fig 7), which is reflected in the seafront promenade (Fig 4 and 8), amusement arcades (Fig 5) and general retail/service premises on Queen Street.

Outside of the town centre, the settlement consists predominantly of residential community uses and the caravan parks to the north and south; the majority of the caravans are in private ownership.

Like many traditional seaside towns, Withernsea has suffered economically from changes in the holiday market and the demise of the railways, which started in the 1960s and culminated in the railway line from Hull being closed. As a result, it is increasingly unable to compete with other seaside towns and visitor destinations. However, despite ailing fortunes the Town still draws in visitors and has a considerable commuting role; people choose to locate here in search of an improved quality of life.

As well as its role as a seaside town, Withernsea is the largest town in the Holderness Peninsula providing a valuable offer in terms of local services such as schools and the Withernsea Hositpal.

Withernsea and the wider South East Holderness area suffer from a relatively poor economic performance and a number of social and environmental problems related to its peripheral location. The challenge remains to find new ways to boost the local economy and maximise assets by encouraging new forms of employment. The consequence has been a cycle of decline resulting in significant social and economic deprivation, loss of confidence in the future prospects of the town and reduced levels of investment.


Fig 6. Regional context

15 miles/24 kilometers



A15

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M62Hull

Beverley

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Withernsea

Driffield

Bridlington

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Scarborough

Pickering

Malton

Scunthorpe

Barton-upon-Humber

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Spurn Head

North Sea

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Withernsea Baseline AnalysisRegional Context

Not to Scale

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011�0

Fig 7. Tourism Assets

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Withernsea Baseline AnalysisTourism Assets

Legend

Seafront promenade

Valley Gardens -entertainment venue

Not to Scale

Open spacecomplementary to tourism

Pavilion leisure centre

Lighthouse museumLandmark

The beach Bowling green

Bowling pavilion

Amusement arcades

Play area

Outdoor venue Cafes

Pubs/bars

Takeaways

*Toilets

Information pointi

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011 ��

Unemployment rates are persistently high with the area suffering from a narrow economic base and limited opportunities. Withernsea has one of the highest unemployment rates in the East Riding – there is a relatively high proportion of people who have never worked or remain long-term unemployed. There are limited numbers of people employed in managerial and professional occupations and Withernsea also has one of the highest proportions of ‘semi routine and routine occupations’ in the East Riding.

Whilst the area remains popular with the retired who continue to purchase bungalows, demand for other types of property remains low. Withernsea has a very low proportion of detached dwellings compared with the East Riding and national averages, but has a high number and proportion of terraced accommodation. Average house prices in the town are generally 10% lower than average values in the East Riding and 30% lower than national averages.

There is also a high proportion of flats / maisonettes / apartments. The average value of an apartment is generally half that of the East Riding and around 70% below national averages.

In terms of its existing housing, Withernsea also suffers from a large number of run-down properties which help to stigmatise the town and provide a barrier to housing value growth in the area. The town would benefit from a comprehensive housing/street improvement programme that would present the town as a more attractive place to live.

The townscape (the composition of buildings and spaces) quality of central of Withernsea is generally modest but nevertheless attractive. The quality of the townscape in the town centre has considerable potential but is compromised by under investment in individual properties and often weak public realm (Fig 3).

The areas of Withernsea where townscape is weakest are generally characterised by larger buildings which are out of context with their surroundings, fragmented and unresolved distribution of buildings and spaces as well as poorly defined spaces. Critically for Withernsea a number of sea front locations fall into this category and have a disproportionately significant negative impact on perception of the town.

An example of this can be witnessed on Memorial Avenue where the Game King shed (Fig 9) occupies the important and highly visible corner with Pier Road. The building lacks visual interest, has prime frontage without windows and is clad in material which has no regard to context or setting. Elsewhere the pumping station (Fig 10) on Pier Road occupies another very important high visibility site with a large structure devoid of windows which fails to engage with, let alone activate this important route.

The Town Council has been proactive in promoting the town through a varied annual programme of events to cater for visitors and residents, and publishing quality marketing material.

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011��

Priority Improvement ZonesThe Plan recognises the importance of two key areas, identifiying the Sea Front and Promenade and Queen Street as Priority Improvement Zones (Fig 11). These are the focus of the Plan and the majority of the interventions proposed.

Sea Front and PromenadeThe main driver of the economy, with the exception of the health and education sectors, is tourism albeit this is of a seasonal nature. As with all coastal towns the sea must be made to work hard to compensate for the missing catchment area. In Withernsea’s case relative remoteness of the town and the peninsular location make this task even more challenging.

The sea (along with the beach and the promenade) is Withernsea’s principal tourist asset. These are well maintained presenting an attractive sea front location / setting for visitors and residents alike but despite the beach being of a high quality it is not well used. In this respect further leisure opportunities and facilities for visitors need to be introduced which can be used to promote the town. Given the attractive setting such uses should be located along the promenade to maximise the flexibility of this space. Supplementary uses such as food / drink, ice cream kiosks, stalls, beach huts, shelters and public amenities such as beach showers etc could be included within this area to attract more day visitors.

Fig 8. The Promenade Fig 9 (top). Game King on Memorial RoadFig 10. The pumping station on Pier Road


Fig 11. Priority Improvement ZonesWithernsea Baseline AnalysisPriority Interventions

Legend

Potential opportunity site

Not to Scale

Longer term enhancement

Opportunity sites dependant on relocation

Sea front and promenade improvement zone

Priority site

Central Queen Street improvement zone

Priority Improvement Zones

Boundary improvements

Priority frontage improvements


A number of public open spaces are distributed along Withersea sea front which should be making a significant contribution to the visitor experience along the promenade. At present these open spaces are disconnected from each other and would benefit from investment to improve links between them and encourage greater use.

Memorial Gardens: The setting of the Memorial Gardens is poor, hemmed in by a surface car park to the north, backs of residential and commercial property to west and the boat compound to the south. Links between the Gardens and the promenade are weakened by the earth bund which acts as a windbreak but also as a visual and movement barrier (Fig 12).

Italian Gardens: The Italian Gardens are located to the south of the boat compound and face the derelict frontage of the former Teddy’s night club. This poor context sends a message to visitors of a place that is negected and in decline (Fig 13).

Valley Gardens occupies the site of the former mere which results in the site being lower than the surrounding streets and buildings. Although this provides some environmental protection it also leads to reduced visibility and connectivity. The investment in public realm and the open air stage is positive, however seating, railings, directional signage, information and other street furniture surrounding Valley gardens is uncoordinated and occassionally poorly maintained (Fig 14).

All three ‘gardens’ should be considered as elements within a co-ordinated and phased package of environmental improvements aimed at contributing and supporting the sea front and promenade as Withernsea’s principal visitor attraction. Landscape and public realm works, including robust low maintenance materials and planting which are distinctive to the marine environment, will support the ambition to create a unique and distinctive identity for the town.

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Fig 14. Valley GardensFig 12 (top). Memorial GardensFig 13. Italian Gardens

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011 �5

Queen StreetThe retail and commercial core of Withernsea is located along the central section of Queen Street between Seaside Road to the north and Pier Road to the south (Fig 15) and this is where most of the town’s shops and services are located. The quality threshold of the retail offer is relatively low being generally dominated by ‘bric-a-brac’ stores with very few national or regional chains and few boutiques (Fig 16). There are some pockets of convenience retail located to the north and south of the town centre on Queen Street. Major investment in the town is confined to the new Aldi located on the junction of Queen Street and Station Road and the new Tesco located to the south of the town centre on Queen Street. In terms of convenience and comparison goods the ERYC Retail Study (England and Lyle 2008, update 2010) identifies some, limited, capacity in Withernsea.

There appears to be distinction between the east and west sides of Queen Street in terms of retail mix, with more discount retail being clustered on the east side and more independent comparison goods, independent food outlets and pubs being clustered on the west side.

There remain a healthy number of pubs and bars with evidence of recent investment in some cases. The food offer is dominated by fish and chips. All the ‘sit down’ cafes and restaurants are located between the east side of Queen Street and the sea front. Banks are well represented within the town with three branches located on Queen Street.

Many of the retail frontages within the town centre are poor and require enhancement / replacement. In addition, in a limited number of cases, adjacent poor quality units may represent an opportunity of infill redevelopment at some point.

Fig 15. Junction between Queen Street and Pier Road Fig 16. Few national or regional chains are evident on Queen St


Fig 17. Queen Street - poor street furniture

Within the town centre pedestrian footways are provided along both sides of Queen Street but the maintenance of these and their associated street furniture is considered to be poor (Fig 17), with additional problems of vehicle / pedestrian conflict and queuing traffic. This does not provide the appropriate setting for a high quality retail environment and needs to be replaced.

In terms of cycle provision, no specific cycle facilities are available within the town centre or along key routes, other than Advanced Stop Lines (ASLs) at the Queen Street / Station Road traffic signal junction. However, the traffic calmed and low speed environment of Queen Street was observed to encourage cycling.

On-street parking is permitted along sections of Queen Street and Seaside Road but is heavily restricted during daytime hours (Fig 18).

In summary, the key issues for the town centre / Queen Street include;

Concerns as to the image, attractiveness and vitality of the town centre;

Traffic dominated environment on Queen Street with a lack of space for pedestrians and cyclists;

Poor streetscape / public realm environment on Queen Street;

Poor connectivity between the town centre area and the seafront;

Parking / loading issues on Queen Street;

Queuing traffic along Queen Street during some periods; and

Shop frontages and street surfaces would benefit from investment.

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Fig 18. Queen Street looking north


Key AssetsOver and above these two Priority Improvements Zones, there are a range of key assets in the Withernsea and South East Holderness Area which should be supported. These include:

The Fishing Industry: The stretch of coast between Bridlington and Spurn Point (including Withernsea) is renowned for its sea fishing with Withernsea being synonymous with the quality of the shellfish it lands, particularly Lobster. Building on this key asset there is an opportunity through the Fishing Local Action Group (FLAG) to explore the feasibility and potential of providing a lobster hatchery and visitor centre along the coast. The location will be determined by the FLAG and Withernsea would be a potential site. The close proximity to the coastline and relative easy access to the beach also make the town an ideal location for onshore fishing enthusiasts.

The surrounding hinterland and key tourism assets including Holmpton Underground Bunker, Spurn Point and Burton Constable Hall.

The caravan parks which attract large numbers of tourists to the area. However, they are in the main self serving and, therefore, divorced from the town centre, providing limited value / revenue to existing businesses. Encouraging patrons of the caravan parks to visit the town centre is considered fundamental in securing the long term renaissance of Withernsea.

The Pavilion Leisure Centre and the nearby staffed play facility (The Hut) with adventure outdoor space, alongside a traditional open access play park are valuable assets which would be welcome in any town (Fig 21).

In addition, there are a number of pubs located beyond the town centre, as well as the golf club, boating club and the bowling club.

Finally the Lighthouse (Fig 22) provides the town with one of its two most significant landmarks the other being the Pier Towers (Fig 20).

Withernsea has suffered decline, but it also has considerable assets which, if used better, could be to the Town’s advantage. The positive features within Withernsea which are visually attractive and might be considered to have recognition (and therefore value) beyond the immediate hinterland include the seafront, beach, sea, Pier Towers, Promenade and the Lighthouse. An overarching vision is necessary to provide the direction and drive for Withernsea to fulfil its potential.

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Fig 19. Boating compound to support fishing industry Fig 20. The Pier Towers, one of Withernsea’s landmarks


Developing the VisionThe Renaissance Plan for Withernsea builds upon and incorporates the comprehensive work of Withernsea and South East Holderness Regeneration Partnership and East Riding of Yorkshire Council.

In November 2009, Withernsea Town Council published a Town Plan for Withernsea. The document looks to the future of Withernsea, identifying the needs of its residents as well as those of the surrounding area. This has contributed towards creating a vision for Withernsea where:

“it will be a more vibrant, bustling town with an increased range of local facilities

tailored to the meet the needs of local residents, residents of the catchment area

and an increasing number of day-trip visitors”.

In terms of the natural environment, the Town Plan acknowledges opportunities for the planting of rare plant species as a result of the salting of amenity grassland. In particular suggested improvements to the natural environment include; further garden and tree planting; planting of dense shrubberies for amenity and biodiversity purposes; and improved public information boards on maritime fauna. Additional greenery and flowers are suggested more generally around the town.

In terms of the economy, the Town Plan looks to attract new businesses to the town, stimulating those which already exist to invest and grow. Attractive and affordable workspace is considered to be needed, alongside the development of Withernsea’s skills base. This is linked with ambitions to invest in further education, skills and training particularly learning opportunities which develop new skills and enhance existing skills and those that are transferrable in meeting requirements of the future for example there are emerging opportunities in the renewable energy sector.

Fig 21. Pavilion Leisure Centre Fig 22. Withernsea Lighhouse Museum


The Vision Statement

By 2026 Withernsea will be a vibrant, bustling coastal town with a good range of local

facilities to meet the needs of residents and visitors alike, have a strong, sustainable

economy providing job opportunities, with a strong and inclusive community, that is

attractive to new residents and provides a good quality of life for all.

The Plan promotes improvements to Withernsea’s built environment, drawing particular attention to the promenade, outdoor market and buildings which exist on the shopping streets. The Valley Gardens, Pier Towers, Memorial Gardens, St Nicholas Parish Church and the Lighthouse are considered to be the town’s best features.

A number of issues are raised in terms of travel in Withernsea and the Town Plan reflects that more local level intervention could be done to improve the town for pedestrians and cyclists. Car Parking in both the town centre and on residential streets is also considered to be an issue, which causes concern for a large proportion of residents. From the Top Ten priorities of the Town Plan parking was ranked seventh. The general perceptions, outlined within the Town Plan, is that there is not enough car parking in the town centre and that this may limit shoppers and tourists.

In terms of tourism, leisure and recreation, the Plan notes a number of opportunities for attracting further visitors to the town. Key to this is providing a range of different activities and improving the existing environment. The town also lacks a reasonably sized indoor venue to hold events during inclement weather, as well as a cinema.

Based on responses from a supporting questionnaire, the Town Plan identifies the following top ten priorities for Withernsea;

Multi-purpose Hall;

More Police presence;

Improve Queen Street and the shops;

More services at Withernsea Community Hospital;

One way system / pedestrianise Queen Street;

Reduce dog fouling;

Improve car parks / other parking issues;

Pier, Harbour or Marina;

Improve the outdoor market; and

Reduce littering.

The Renaissance Plan Vision Statement is derived from the Town Plan Vision.

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The Regeneration ObjectivesThe vision is supported by a series of aspirational but attainable objectives. These are outlined below.

To increase the appeal of Withernsea to visitors and investors whilst simultaneously improving the quality of life for existing and future residents. The town needs to appeal to visitors, investors, existing and future residents and residents of the surrounding area if they are to be encouraged to live, work and play in the town. The objectives outlined below provide the platform on which to enhance the overall appeal of the town.

To create a high quality and safe environment that is attractive to residents, visitors, employers and investors generating a sense of pride in Withernsea. First impressions count and the quality of the townscape and public realm contribute greatly to the overall perceptions of a place.

To provide a single, positive identity for Withernsea built on its maritime heritage and rich hinterland / landscape. Withernsea’s contrasts between town, sea and landscape make it a distinctive place. Development reflecting these qualities will project a more positive image of Withernsea over time, helping to raise impressions / perceptions which in turn will raise values and add to its overall appeal.

To reposition Withernsea as a seaside destination with an enhanced shopping environment and complementary leisure and visitor / cultural attractions. The scope for more retail and leisure growth is limited by Withernsea’s small resident and catchment populations. Renaissance must therefore do all it can to capture the spend from the existing population and tourists from the caravan parks in addition to attracting even more visitors to spend money in the town.

To deliver a sustainable community that supports quality lifestyles with a wide choice of high quality housing in order to attract and accommodate a growing population, including higher income families, expanding the labour pool and improving the viability of local business and services in the process.

To promote a connected and integrated network of streets, paths, and cycle ways that ensure a high degree of linkages both within the town and the surrounding hinterland. There is a general perception that there is not enough car parking in the town centre. Difficulty in accessing car parking or poor quality connections between car parks and the town’s shopping and leisure / tourism facilities are enough to discourage residents and shoppers from returning.

To transform perceptions of Withernsea by emphasising its distinctiveness. Withernsea does not have a strong brand and does not project a particularly positive image. The external perception is perhaps one of a fairly non descript town – one that is not generally recognised for anything in particular other than its isolation and therefore not a very appealing place to work, live or visit. The town needs to embrace its setting using the sea/beach and the surrounding hinterland to strengthen perceptions and inspire resident, business and visitor communities.

To provide good opportunities for business development and sustainable economic growth to support a skilled and adaptable workforce and retain young people. Withernsea’s economy is still very much centred around lower value and seasonal employment. There is a necessity for the town’s economy to diversify and in particular to attract more jobs that are of a higher quality in order to attract higher skilled workers.

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�.0 THE RENAISSANCE PLAN

Withernsea Town Council and ERYC have developed a range of detailed proposals for a number of projects located within Withernsea town centre and along the seafront. These proposals which include a new fishing compound and slipway, the Meridian Centre and highways and public realm improvements to Queen Street, are supported by detailed feasibility work and have widespread community support.

Until now these important proposals have not been co-ordinated within a unifying spatial plan which covers both their physical context and the sequence and practicality of delivery. This Plan incorporates these proposals, along with newly identified ways of

providing a sustainable economic future for the town, into a spatial strategy which shows how central Withernsea will look once the proposals for change are implemented.

This flexible but focused Renaissance Plan draws together the various initiatives into an overarching plan that will be used to promote investor confidence, influence the development programme and add significant value to the town. It will guide the changes planned for Withernsea to achieve the maximum regeneration potential of all interventions and initiatives in a coordinated way. However, rather than attempt to address all the project opportunities it was necessary for the plan to be selective and targeted. In this respect the Plan covers two complementary but distinct Priority Improvement Zones.

Priority Improvement ZonesSea Front and Promenade The seafront and promenade is Withernsea’s best asset, providing an attractive place to visit and opportunities for leisure and recreation for both residents and tourists. Valley Gardens, the Pavilion Leisure Centre and the amusement arcades add to this asset by providing alternative leisure activities.

However, these existing facilities need investment and uniformity so that Withernsea can provide a quality experience for residents and visitors.

The preferred option for the Seafront and Promenade Improvement Zone (Fig 29) includes all the key projects, identified through previous studies, that have already been supported in past consultation, including:

A new community arts and cultural building, the Meridian Centre, being constructed on the sea front at the eastern end of Pier Road. The new building will also contain work space and must house the Coast Guard station that it will displace. The physical design of the Meridian Centre is as proposed within the Feasibility Study. The building enlivens the seafront and will provide a highly visible sign of investment and confidence in the town as well as providing a venue for arts and cinema which the town so badly needs.

The new fishing compound. The scheme has planning permission in place and some funding has been secured through a European Fisheries Fund grant. The new compound is located at the seaward end of its current site and that of the Italian Gardens. The compound includes improved secure facilities for fishermen and will be surrounded by a new metal fence which will be decorated in order to provide an attractive and distinctive public frontage.

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The improvements to the fishing compound will be accompanied by the construction of a dedicated commercial fishing slipway located to the north for which part funding has also been secured through a European Fisheries Fund grant.

The fishing compound will be surrounded to the south east and south west by a new greenspace of a similar scale to the Italian Gardens. This will link to Memorial Gardens which will have pathways, landscaping and facilities enhanced.

It is proposed that these major seafront projects are taken forward within a significantly improved and unifying context. The current directional and information signage, public realm, public art and landscape found along the seafront are generally the result of ad hoc initiatives over a prolonged period and do not compare well with those found in other regional coastal towns of a similar size. An overall environmental improvements programme for the whole Promenade should be developed, which can then be delivered as funding allows.

A further opportunity for development of the tourism/recreational industry is the introduction of beach huts to the central promenade. Beach huts are very popular with tourists and residents alike and present an opportunity to revitalise the sea front in terms of footfall. Beach huts across the UK are currently undergoing a renaissance and achieving both high rental and sale values. Many councils have closed waiting lists to new applicants such are the levels of demand.

The introduction of beach huts should be implemented to promote and attract tourists to the town. They can also be used to promote the town. Mablethorpe in Lincolnshire recently held a ‘Bathing Beauties’ beach hut design competition; which presented an excellent opportunity to market the town. The Council could implement something similar for Withernsea.

Should these prove popular they could be extended to other locations to the north and south.

The carriageway element of the section of Promenade to the south of Pier Road, fronting Memorial Gardens, is currently laid out in a serpentine manner. Whilst this is distinctive there is no obvious benefit to the arrangement which is inefficient both for the movement of vehicles and in terms of the use of land. It is proposed that the Promenade is re-aligned to provide more useful and useable public open space and development land as well providing a more efficient and coherent carriageway (which will benefit movement to and from the proposed new slipway).

As with the serpentine road the current earth bund also provides a weak and inappropriate setting for what should be significant new investments. The message sent by retaining it is one of compromise and piece meal thinking. We would recommend removal of the bund and provide new high quality public realm to give an appropriate setting for, and connection between, the Meridian Centre and the fishing compound.

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Most of the interventions proposed are reliant on public sector funding. However changes in regional and national regeneration funding will make capital and revenue support for projects more challenging. In this respect it is important that an alternative approach is considered, which will still deliver the key aspects of the proposals but over the longer term allowing time to secure private sector investment in improvements to the public realm, open space, public and other community infrastructure through receipts generated from the sale of Council assets and associated S106 obligations. Figures 30 and 39 illustrate an indicative example of such an alternative approach and the key differences between this and the preferred option are summarised below:

The introduction of an element of housing onto Memorial Gardens. The new housing will face a completely renewed Memorial Gardens which will be enclosed by not only the housing but also new shelters and the Meridian Centre (Café element).

The new memorial gardens form a sheltered square with the fourth side addressing a relocated war memorial and the sea. The Promenade provides the congregation area for services. The reconfigured gardens will provide a ‘like for like’ replacement to that shown in the preferred option, the detail of which will be determined at detailed design stage.

The proposals incorporate the current scheme for the new fishing compound. This is located on the site of the current compound and the Italian Gardens however unlike the preferred proposals the residual greenspace is located to the northeast allowing it to form part of the Promenade. This will link to the new Memorial Gardens which will have pathways, landscaping and facilities enhanced.

Beach huts are again introduced along the Central Promenade and are used to screen the fishing compound and present an opportunity to revitalise the sea front in terms of increased footfall and providing visual interest.

To facilitate the above requires reconfiguration of the Meridian Centre.

At this stage it is important to acknowledge that the alternative proposals are merely an example and further detailed feasibility work would be required to test the deliverability and viability of the ultimate alternative approach.

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Queen Street The plan introduces a potential one way system along Queen Street, subject to further feasibility. This will help to relieve town centre traffic delays and result in increased traffic along Seaside Road, the Promenade and Pier Road. Integral to the highways proposals are significant investments in public realm. Parking, footpaths and crossings throughout the central part of the town affected by the one way scheme will benefit from these major improvements and a new unified palette of materials and street furniture will be introduced,

The reduction of traffic delays combined with public realm improvement will significantly improve the town centre retail environment and should encourage retailers and other town centre property owners to make their own investments in buildings and in particular their shop frontages.

Potential funding for a frontage improvement scheme within the town centre to support private initiatives should also be investigated. A brief shop front design guide should be prepared in consultation with the town centre retailers and a frontage improvement grant introduced.

The principal objective of these initiatives is to improve the pedestrian environment in the town centre by creating a series of well designed routes and spaces that interconnect the key destinations and points of arrival and which reinforce the character and distinctiveness of the town. In doing so they will help improve the experience of shopping in or visiting Withernsea and should, therefore, help attract more repeat visits as well as new trips.

Wider PromenadeIn addition, the plan identifies a number of initiatives along the wider promenade (Fig 24). These include:

New sheltered gardens and paths to the north of the promenade;

Improved landscaping to the south of the former Teddy’s night club;

New residential development off Lea Avenue;

Changing facilities and showers to the south of the promenade, off South Cliffe Road;

Public realm improvements to the leisure boat compound; and

Improvements to the landscape and play facilities adjacent to the leisure boat compound.

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Fig 23. Land OwnershipWithernsea Baseline AnalysisOwnership

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Land owned by East Riding of Yorkshire Council

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Land owned by Withernsea Town Council


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Withernsea Renaissance PlanPlan A (Wider Area)

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Fig 24. Renaissance PlanProposals shown on these plans will need, in due course, to be the subject of formal planning consideration, including such matters as their effect on the scale and distribution of public open space, their visual impact, arrangements for access and car parking, their effect on the town centre and their contribution to the regeneration of the town.


Legend

New/improved co-ordinated visitor information point/boardi

New/improved directional signage point

Car park improvements (including ticketing/gateways/lighting)P

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New shelter location

New beach hut location

New bench locations/replacement benches

Retail and service frontage enhancement

Residential properties boundary treatment

Enhancement to car park, compound and open space boundary

Open green space

Enhanced public realm

Enhanced highway surface

Localised public realm enhancement

Footpaths

New development

War memorial

Public realm investment targetted at areas where development and highway realignment is anticipated. Plus areas of poor quality existing public realm

Future development site

Detailed area shown on following pages

Improved landscape

New residential development

New changing facilities and showers

New block paving to area adjacent to leisure boat compound

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New sheltered gardens and paths to replace lawn

Fig 25 (top) and 26. Examples of improved signage

Fig 27. Enhanced public realm and seating

Fig 28. New public art


Fig 30. Seafront and promenade - Alternative OptionProposals shown on these plans will need, in due course, to be the subject of formal planning consideration, including such matters as their effect on the scale and distribution of public open space, their visual impact, arrangements for access and car parking, their effect on the town centre and their contribution to the regeneration of the town.

Fig 29. Seafront and promenade - preferred option

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Legend

New/improved co-ordinated visitor information point/boardi

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Car park improvements (including ticketing/gateways/lighting)P

A Existing public art/point of visual interest

New shelter location

New beach hut location

New bench locations/replacement benches

Retail and service frontage enhancement

Residential properties boundary treatment

Enhancement to car park, compound and open space boundary

Open green space

Enhanced public realm

Enhanced highway surface

Localised public realm enhancement

Footpaths

New development

War memorial

Public realm investment targetted at areas where development and highway realignment is anticipated. Plus areas of poor quality existing public realm

Future development site

Meridian Centre (including new coastguard office)

Retail units

Boat compound

New slipway

Market stalls and kiosks

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Sea front proposal

Residential

Retail units

Boat compound

New slipway

Meridian Centre (including possible future expansion)

Commercial unit

Shelter

Coastguard and tourist information

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Alternative delivery model (sea front)

Fig 31 (top) and 32. Improved facilities such as promenade shelters and kiosks

Fig 33. Enhanced highway surface

Fig 34. Open space enhancements


Fig 36. Seafront today - looking north

Fig 35. Seafront and promenade proposals - looking north

Seafront and Promenade - Preferred Option


Fig 37. Seafront and promenade proposals - looking south

Seafront and Promenade - Preferred Option

Fig 38. Seafront today - looking south


Fig 40. Seafront today - looking south

Seafront and Promenade - Alternative Option

Fig 39. Seafront and promenade alternative proposals


Fig 41 (top). Queen Street - one way optionFig 42 After - Queen Street - improved two way option

Queen Street - Preferred and Alternative Option

Fig 43. Queen Street today


Other Priority Projects In addition to the interventions proposed above, a number of priority projects have been identified which either relate to the wider Holderness Area or cannot be easily incorporated into the priority Improvement Zones. However, these projects will play an important role in the renaissance of Withernsea, ensuring a holistic approach that incorporates wider initiatives and external links.

Tying Withernsea into the Leisure Routes/Networks of the Surrounding South East Holderness Area [New and Existing]Withernsea is located within an area of tranquil and beautiful flat countryside, which is an attractive asset to a certain segment of the visitor economy and particularly those seeking active leisure pursuits. However, the footpath and cycle route network which provides access to this valuable asset is fragmented with gaps in what could easily be packaged as a network based on the town (Fig 44). In addition links to the only nearby significant population centre, Hull, are incomplete. Following the investment in cycle tourism in the Yorkshire Wolds led by VHEY (Way of the Roses/Yorkshire Wolds Cycle Route) VHEY is looking to develop a Yorkshire Coast Cycle Route with Withernsea as a key partner.

Fig 44. Local context and proposed new links to Hull

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Withernsea Baseline AnalysisLocal context and proposed new links to Hull

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Existing cycle route(Proposed part of Sustrans network)

Existing footpath(Improved to accommodate cycles)

Proposed cycle route(To complete link between Withernsea and Hull)

Alternative footpaths to create circular walking routes

Link to Sustrans network

National Cycle Network route numberRoute 01: Dover - John O’GroatsRoute 65: Kingston-upon-Hull - MiddlesbroughRoute 66: Kingston-upon-Hull - Manchester (On-road cycle route)

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The Hull to Withernsea off-road cycle route follows NCN route 66 from Hull to Withernsea and provides an easy, flat cycle route, which links the town centre directly to Hull. Whilst the majority of the route runs along the dismantled railway line the stretch from Withernsea to Winestead is accommodated on the existing road network. Reinstating this missing section of railway track bed will improve the useability of the cycle route, particularly for families, and provide cyclists with an excellent destination point [start or finish].

Hornsea currently provides the eastern end/start point of the Trans-Pennine trail: however Withernsea should seek recognition as an alternative official terminus. In addition the feasibility of providing an alternative route to the International North Sea Cycle route and the Way of the Roses should be investigated.

The benefits of Withernsea becoming a cycling hub are wide ranging for the local economy as cyclists look to obtain lodgings and supplies in the town supporting local shops, bars and restaurants as well as Bed and Breakfast and hotel accommodation.

Sustrans is the National Cycling Charity which is engaged in developing a nationwide network of safe cycling routes. The support of Sustrans for establishing new cycle routes and making the former Hull to Withernsea Railway line track bed into part of this network should be sought.

In addition, consideration should be given to the creation of a dedicated action group / cycle champion to take this project forward in association with Sustrans. An example of this can be seen in the ‘Friends of the Fallowfield Loop’.

The ‘Fallowfield Loop’ is an off road cycle path, pedestrian and horse riding route from Chorlton through Fallowfield and Levenshulme to Gorton and Fairfield in Manchester. It is part of the national cycle network of routes and paths developed and built by Sustrans. The Fallowfield Loop is part of route 55 of this network. The Fallowfield loop was previously part of the old ‘Manchester Central Station Railway’, built in the 1890s and closed in 1988. The line had lain derelict for many years until the late 1990s, when a group of cyclists started campaigning for its conversion to a traffic free ‘greenway’ across south Manchester.

That group, together with supporters from local civic societies and other community groups, formally became the ‘Friends of the Fallowfield Loop’ in June 2001. The route is now mostly owned by Sustrans and they have partly funded conversion of the route, together with Manchester City Council, Sainsburys and others.

The overall aim of the ‘Friends’ is to encourage and support all the partners in the Fallowfield Loop route to provide and maintain a first class community resource and to encourage its use by as many people as possible.

The Objectives of the group are:

To promote the development of the Fallowfield Loop greenway and routes that link to it.

To promote and support the use of the route by an appropriate variety of groups and individuals.

To represent the interests of its members and other users of the Loop in relations with other statutory and voluntary bodies.

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Achieving these objectives covers a wide variety of activities connected to the use of the Loop. ‘Friends’ members are involved in a number of areas, such as:

Lobbying the Loop’s partners, local councillors, MPs and others on issues connected to the route, such as funding, signing, maintenance and promotion.

Promoting the Loop to potential users such as schools (as a ‘Safe Route to School’) and Manchester City F.C. (for use as a route for supporters to get to matches at the new stadium).

Publicising the route and activities taking place on it, via the local press and radio; and

Organising promotional events such as Health Walks and Pedalling Picnics.

The group are also involved in physical activities including:

Removing glass and other debris from the tarmac - a number of Friends have each ‘adopted’ a short section of the Loop which they inspect and maintain regularly.

Cleaning up the route – the group have held several ‘clean-up days’

Planting - the group have commissioned a wildlife survey of the route, so that they can enhance the natural habitats on the Loop by, for example, planting suitable shrubs and wild flowers and putting up bat boxes.

If appropriate the action group / cycle champion could also seek to take the project forward in association with the CTC, which is a not-for-profit organisation that is funded through its membership and donations. By joining CTC the Group / Champion will be given a louder voice when campaigning locally and nationally on the issues that are important to them. An example of this in practice is outlined below.

Cycle Champions project: North YorkshireNorth Yorkshire Sport and its partners are working with CTC to provide a unique opportunity to combine the objectives of a range of organisations. North Yorkshire Sport’s primary aim as an organisation is to increase participation in sport and physical activity by one per cent per annum which cycling can contribute to, however this project will also impact upon the health of the community, social interaction of hard to reach groups and active travel leading to a fitter, healthier, happier and hopefully less car reliant community in North Yorkshire.

The project is a 4 year initiative targeted at a range of disadvantaged communities typically under-represented amongst cyclists. Beneficiary groups include women’s groups, disability organisations, and members of minority ethnic communities.

Each group will receive support, advice and equipment to encourage beneficiaries to take up cycling. Their model will identify lead “champions” in each group who will receive training to become cycle instructors and mechanics and will carry on the programmes after a year’s input from an officer.

Groups will be supported by:

Providing access to bikes, (either new or recycled); training individuals under the National Standards for Cycle Training; training volunteers to become cycle instructors/mechanics; working with other community groups and organisations; providing access to a central hub of resources; providing supportive networks and providing an opportunity for social activities such as group cycle rides.

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The focus will be on people with disabilities, older people, women and girls, those suffering from rural deprivation and isolation. They will be reached through 35 targeted community groups identified by North Yorks Sport and a range of their stakeholders such as, District Authorities, North Yorkshire County Council, The North Yorkshire and York PCT and local charities.

A particular emphasis is to be people with learning and physical disability and those suffering rural isolation. It is known that physical activity programmes and social networks can have an important impact on mental health in these groups. A second emphasis will be women and girls who have far higher levels of inactivity than men.

Promoting Nature Tourism Nature Tourism is about connecting people with wildlife and nature and conserving the environment. Given the diversity of natural habitats in South Holderness, particularly on Spurn Point, Withernsea should attempt to ‘tap in’ to this market with particular reference to the Nature Tourism Triangle project promoted by Yorkshire Wildlife Trust.

In particular Withernsea should look to establish itself within the emerging Nature Tourism Triangle as a key location for visitors to use as a base and as a destination in its own right.

Programme of Festivals and Events Develop further the programme of festivals and events in the town – this is an excellent way to encourage local residents to visit the town as well as attract visitors from outside of the town, including those who stay at the caravan parks. Not only would this help to increase the vibrancy of the town centre but footfall and spend in the town centre would increase – one idea currently being taken forward is for a sea food festival focussing on the high quality shellfish caught locally, which Withernsea could become synonymous with.

Education CentreWithernsea should look to attract investment from the wind energy industry into a coastal visitor centre. This has already been developed in Scotland by E-on, linked to the Scroby Sands wind farm. The success of this facility is proven with over 35,000 visitors attracted to it in the last year. Furthermore, this facility could be expanded to include links with educational establishments with the aim of encouraging field trips on prevalent geographical occurrences such as coastal erosion and the rich natural habitat.

Housing Renewal Programme In terms of its existing housing, Withernsea suffers from a large number of run-down properties which help to stigmatise the town and provide a barrier to housing value growth in the area. The town would benefit from a comprehensive housing/street improvement programme that would present the town as a more attractive place to live.

Renewal activity should not be purely focused on enhancement of the late C19th and early C20th residential stock of the town but should use improvement work as a mechanism to provide more diverse and sustainable communities which should be encouraged to capitalise on the potential of the visitor economy. In particular the improvement of older residential stock should consider the encouragement of supplementary uses which would aid future sustainable growth in those areas (i.e. B&Bs, food, community use etc). Although building fitness should be a renewal priority visual character is also important.

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Where enveloping, public realm and boundary work is appropriate this should consider Withernsea’s location and dependence upon the tourist economy. The place should look like it’s at the seaside and incorporate, for example, bright colour schemes similar to those in Hanover and Brighton.

Renewal work should also seek to ensure that all properties are fit and meet Decent Homes criteria. The promotion of home improvement grants will ensure residents are aware of opportunities to access grant funding to bring their homes up to Decent Homes Standards.

The housing areas where renewal work should be considered include:

Between Arthur Street and Promenade North (north of town centre); and

Between High Brighton Street and South Cliff Street (south of town centre).

These interventions can be funded in part through the promotion of Housing Improvement Grants in the area and potentially through the revised Housing Market Renewal programme. East Riding of Yorkshire Council is currently delivering a pilot project that will help to make the case for a wider scheme, establish likely scope of works and refurbishment costs, including funding sources. There is a potential opportunity to link in with the renewable sector developments in terms of “a green coast town” approach.

Long Term Residential / Housing Diversification Higher quality housing, particularly family housing, will attract skilled people, leading to more inward investment in higher skilled employment. Scope for new development also provides a great opportunity to demonstrate Withernsea’s new confidence, as portrayed by high design standards, contemporary and energy efficient architecture and the creation of beautiful new places within the town. New housing and infill should be carefully designed to emphasise and promote Withernsea’s distinctive coastal location and character. In many coastal towns such as Deal, Folkstone and Brighton colour has been employed playfully to enliven residential terraced streets. Colour could be applied to both housing renewal and new build in order to differentiate Withernsea from its inland neighbours.

However, new housing provision needs to be tied in with new employment opportunities as without a further significant source of employment, it is anticipated that demand for housing will continue to remain relatively low.

The Potential Site Allocations DPD identifies a number of housing sites to the west of the town which are yet to be delivered. Through the promotion and delivery of other initiatives / projects within this Plan it may be possible to influence the market / demand for these sites and encourage the development of executive homes and / or second homes.

Diversify Business / Commerce There are a limited number of commercial [office] premises within the town and the industrial properties are located on the periphery or outside of the town centre at Beacon Road Industrial Estate and Waxholme Trading Park.

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The underlying message from Sirius BP is that there is significant demand for small-scale office facilities in South East Holderness. As the focal point for this area, Withernsea is an obvious choice for a provision of new commercial space, which should perhaps be serviced to provide assistance to new start up businesses. This would be one approach to encourage higher value employment in the town or to encourage local entrepreneurs to take the next step in scaling up their business.

The feasibility study and economic impact analysis for the Withernsea and South Holderness Cultural Enterprise Centre also identified demand for a facility of this nature with complementary meeting / conferencing space.

Future business opportunities could also come from developments in the renewable energy sector, including off shore wind farms.

Extend Industrial Workspace ProvisionIt is apparent that there is demand for workspace in Withernsea but whilst there would be clear synergies between industrial and commercial uses, industrial space would not be conducive to a town centre location.

There is approximately 2.31ha (5.73 acres) of allocated land remaining undeveloped to the north of Hull Road (Beacon Road Industrial Space). The land is allocated In the Holderness Borough Local Plan under Policy WTH2 for industries falling within Use Classes B1 and B8. In addition B2 uses will be permitted if they are compatible with their location and subject to planning permission conditions to ensure there are no significant effects on the amenity of nearby residents or adjacent land users.

There are also plans to extend Waxholme Trading Park, subject to obtaining planning permission.

Whilst the trading park is located outside of the Withernsea Town Boundary, it contributes directly to employment in Withernsea and on this basis it has been retained in the Renaissance Plan.

Both of these developments are likely to satisfy any unmet demand in the short and medium term.

Business Support and Advice In general Withernsea’s retail future lies with its independent retail representation. This is a big selling point in itself, helping to differentiate the shopping experience from other towns with a stronger multiple presence. Quality produce and excellent service will be hugely important to Withernsea’s future. Easiliy accessible pro-active business advice (building on current business support provision) for existing and new businesses and young people to develop new businesses in the retail and service sectors is needed if the objective of diversifying the towns economy is to be realised.

In addition, existing business grants identified through GRANTnet should be explored and where available promoted to local residents to encourage businesses to set up in the area. This will help to populate the high street and improve the quality and variety of businesses on offer.

Exploration / Exploitation of Wind Farm Opportunities Two waves of offshore windfarms are planned. Round 1 and 2 proposals, which include both the Humber Gateway and the Westermost Rough wind farms, present the Council with the opportunity of contributing to the delivery of some of the renaissance projects through planning obligations.


The Round 3 proposals include new off shore wind farms at Dogger Bank and Hornsea on a scale which would dwarf the proposals under rounds 1 and 2. These developments offer a significant opportunity for all towns along the east coast particularly with respect to the supporting infrastructure and services, including onshore monitoring and administration facilities.

Whilst the town will be in direct competition with other towns along the east coast for this investment the Council should begin the process of positioning the town within this market by making links with the appointed developer (Smartwind - a consortium of four leading international energy companies – SSE (Scottish and Southern Energy plc); RWE npower renewables, the UK subsidiary of RWE Innogy, and two of Norway’s largest companies, Statkraft and Statoil). If successful this will present an excellent opportunity to diversify Withernsea’s declining economy and attract higher skilled jobs to the area.

In addition Withernsea will be in a position to benefit from supply chain opportunities if a wind turbine manufacturing operation is secured for the Green Port development at Alexander Dock, Hull. East Riding of Yorkshire Council is already working with the developer to maximise opportunities for the East Riding, especially Holderness (including Withernsea), through this development.

Broadband Connectivity Whilst currently available in outlying villages (i.e Keyingham) Withernsea does not currently have Broadband connectivity. Broadband connection will, therefore, allow a more level playing field on which small businesses in Withernsea can operate. Improved Broadband connection links strongly with the provision of commercial business space in Withernsea as companies are far more likely to locate/remain in the town if there is a suitable IT infrastructure.

Kingston Communications have confirmed that they are in discussions with ERYC to roll out a higher quality broadband service (2Mbps) across South Holderness within 18 months to 2 years time.

Encourage Small Scale Tourist Accommodation Promoting Withernsea as a tourist destination may lead to a demand for holiday accommodation. Whilst this is currently provided by the caravan parks there is a need to diversify this offer. Although it is unlikely that the town will ever attract sufficient tourists to require a large scale hotel, it is hoped that the interventions suggested will lead to an increase in demand for bed spaces during peak season. This demand can be met in part through encouraging residential conversions to provide quality Bed and Breakfast accommodation. The investment required to achieve a regular supply in such accommodation is limited and can provide employment and / or supplementary income opportunities for local residents.

Refreshed Marketing It is important that Withernsea be re-branded with a fresh image away from the ‘tired’ seaside town it currently portrays. A clear identity for the town is required which should centre on its history in the fishing industry and the role of Withernsea as an important landing site for shellfish caught off the East Coast. Sports fishing should also be encouraged in the short term. In addition, the town’s identity as a tourist destination should be developed through links to cycle tourism, nature tourism and educational tourism.

This re-branding will not happen overnight; rather it will be achieved through the proposed interventions outlined in the delivery plan. It is important that the target market is identified and understood and a marketing strategy developed accordingly.

WITHERNSEA RENAISSANCE PLAN - AUGUST 2011 4�

4.0 DELIVERY PLAN

The Delivery Plan indicates where resources should be targeted if renaissance is to be effective. It sets out the principal actions for all of the physical regeneration projects along with an indication of the delivery timescale and whether the lead should be taken by the private sector or public sector. A parallel exercise will need to be undertaken for the non-physical initiatives, co-ordinated with this delivery plan so that momentum is built and benefits are maximised.

It is unrealistic to expect all of the key projects to be brought forward in one go. Instead delivery will need to be phased so that the cost of any public investment can be spread over a number of years.

Projects have therefore been separated into three broad phases. The Plan identifies actions from 2011 as:

Short Term – within 3 years.

Medium Term – within 3 - 8 years.

Long Term – greater than 8 years.

The Delivery Plan allocates broad costs and possible funding sources to indicate the spread of investment necessary to bring renaissance forward in accordance with this Renaissance Plan. Costs are necessarily approximations at this stage and are based on broad development assumptions.

It is important to remember that the Delivery Plan will need to be reviewed periodically to ensure that it remains relevant, robust and deliverable and so that it can respond to changing circumstances including funding decisions.

Detailed project synopsis sheets for each of the core projects are provided within the remainder of this section.

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Project: W� - The Meridian Centre

Nature of the ProjectThe Meridian Centre (including ancillary development) is part of a strategic initiative to make a step-change intervention in Withernsea. The feasibility study produced by Creative Space Management proposes a new cultural and enterprise hub for Withernsea which is:

a focus for small creative industries and technology-based enterprises; and

a community resource which responds to social, cultural and business requirements for a gathering space, a small scale conference venue and a civic meeting space for residents, visitors and communities of interest.

Project ObjectivesThe facility is envisaged as a multi-functional resource for Withernsea providing opportunities for stimulating the arts, for providing entertainment and cultural activity; for social gatherings and civic meetings of up to 150 – 250 people and intrinsically linked to these activities, for small creative industries / businesses to find high quality accommodation.

It responds to a clearly articulated need in the town for a social gathering space as the highest priority social and economic requirement for Withernsea.

Planning Statement Relevant Local Plan policies include: WTH3, ENV 5, 6 and 7.

Site Issues and OwnershipSite IssuesA number of large drainage and flood alleviation pipes and tanks lie below and across this site. These restrict development on the site unless pipes are rerouted or permission is obtained to build structures, permanent or temporary within the way leave that the water authority demand. The masterplan has been designed so that the building avoids the majority of the drainage pipes but some small scale diversions are thought to be necessary.

OwnershipThe site is held in Trust by Withernsea Town Council and they have agreed to the site proposals and are to approach the Charities Commission.

Roles and ResponsibilitiesProject Champion: Town Council to lobby for the development and implementation of this project and to facilitate negotiations with the Charities Commission.

Delivery Responsibility: The responsibility for delivery will ultimately lie with the Town Council.

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Other Key Players/Partner organisations and their ResponsibilitiesThe Withernsea Cultural and Enterprise Centre feasibility study assumed that the operation would be run by a third party operator in order to minimise risks on a newly established social enterprise but acknowledge that, either at a later stage (once the operation is more established) or if there is adequate capacity, this element of the business could be managed in-house by the Council. East Riding of Yorkshire Council to support the Town Council in helping to facilitate this project.

Issues for DeliveryThere are a number of issues that will need to be addressed to ensure the successful delivery of this scheme; including:

Securing the necessary funding to implement the scheme;

Ensuring the quality of development meets the aspirations for the future vision of Withernsea;

Ensuring that the development is brought forward in such a manner that the values generated will be sufficient to allow a high quality output – this might entail some phasing of the development (see below); and

Whether Withernsea Town Council will choose to retain ownership of the building or vest it in a separate body and whether the owner and the operator of the building should be the same organisation.

Sustainability and potential displacement issues.

Timescale for DeliveryThe preparatory / design work should be undertaken in the short term. It is likely that the detailed proposals will need to be shaped to allow phased delivery over the medium term, as and when revenue streams are secured.

Funding Requirements (Capital and Revenue)/Financial Viability

Costs to progress detailed project design are estimated at around £380,000.

The capital costs of constructing the building are envisaged to be in the region of £3,925,000.

From the outset, the intention has been to anticipate a minimal need for revenue subsidy in the new building. The facility must generate income from multiple sources as well as capitalise on its potential to increase economic opportunities for the town.

CSM has developed a model which incorporates complementary functions and which has the potential to generate sufficient income streams for the facility to become self-sustaining although it is acknowledged that this may require a degree of pump-priming during the early years.

Specific Project Risks

Funding for the ‘pump priming’ may not be available meaning the project is not delivered within the timescales or in its totality.

Balance of programming and extent to which the cultural centre will attract new visitors.

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Next Steps/Key Actions

Detailed design and technical issues need to be resolved and a development brief prepared;

Funding needs to be secured for the design work;

Procure detailed design of scheme and prepare business plan / case including any funding requirements and possible sources of funding;

If appropriate secure funding; and

Procurement of development partner (s) and operators.

Outputs and Regeneration BenefitsThese are outlined in the Withernsea and South Holderness Cultural Enterprise Centre Feasibility Study (August 2009) but in summary there are potentially 110.3 jobs associated with the impact of the Centre on Withernsea. It is considered that these are likely to be new jobs because churn that occurs is usually businesses moving into new accommodation, thus expanding or new businesses will generate new jobs not simply replace those already located at the centre.

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Fig 45. New sea front sports centre Fig 46 (top) and 47. Arts and visitor/education centres


Project W� - New Slipway

Nature of the ProjectThe proposed development consists of a new slipway, adjacent to the proposed new fishing compound, for the sole use of the Withernsea fishermen.

Project ObjectivesThe objectives of the project are:

to improve the operation of the promenade and support the Queen Street Enhancement Scheme; and

to ensure the long term viability of the South Holderness fishing fleet through the provision of a dedicated access to the sea and complementing the Commercial Fishing Facilities project.

Planning Statement Planning permission has been granted.

Site Issues and OwnershipSite IssuesThere are not thought to be any adverse site issues.

Roles and ResponsibilitiesProject Champion: East Riding of Yorkshire Council.

Delivery Responsibility: Ultimately the responsibility for delivering this project will lie with the East Riding or Yorkshire Council.

Other Key Players/Partner Organisations and their Responsibilities

Marine Management Organisation – EFF fund manager.

Issues for Delivery

Match funding needs to be secured otherwise the European Fisheries grant will be lost.

Timescale for DeliveryThe slipway is a short term priority but if it is in tended to fund this project through potential S106 obligations (see below) this may necessitate that the project becomes a medium term priority.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe proposed costs of the slipway are estimated at £592,000. Half the cost (£296,000) has been secured through the European Fisheries Fund but this is subject to match funding being secured, as outlined previously.

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The project could also be funded / delivered via the private sector through potential S106 agreement / planning gain but this would be reliant on a centrally located project, of sufficient scale to warrant such as proposition coming forward.

Specific Project RisksKey external risks associated with the project and proposed mitigation measures are presented in the outline business plan and include:

Cost increases – particularly in terms of rock armour;

Contractor delays;

Existing buyers could be displaced;

Market conditions alter; and

Match funding is not obtained.


ERYC to identify and secure match funding;

Monitor local planning applications and investigate the feasibility / potential of securing the works via planning gain / s106 Agreement; and

Procure contractor and commence implementation once funding is in place.

Outputs and Regeneration BenefitsThe benefits associated with the proposed facility result from the location of and increased access associated with the slipway.

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Project W� - Commercial Fishing Facilities

Nature of the ProjectThe proposed development consists of a new fishing compound and associated facilities. The compound will be located at the existing compound site, but re-orientated to enable additional space without significant encroachment on adjacent dwellings. It will provide workshop facilities to maintain boats and equipment, welfare facilities, electricity and water supplies and secure storage. Further details are provided in the Withernsea Compound and Slipway Business Case.

Project ObjectivesThe objective of the project is to ensure the long term viability of the South Holderness fishing fleet through:

Improve operational safety for fishermen and the public;

Increase returns on product through improved quality, reduced losses and increasing sales options (timing and scales);

Reduce costs to fishermen through enabling more efficient operation; and

Improved image of the local fishing fleet/industry.

Planning Statement Planning permission has been granted.

Site Issues and OwnershipSite IssuesThere are not thought to be any adverse site issues. The fishing compound proposed will be at the existing compound site.

OwnershipThe site is owned by Withernsea Town Council, who operate commercial leases.

Roles and ResponsibilitiesProject Champion: Withernsea Town Council.

Delivery Responsibility: Ultimately the responsibility for delivering this project will lie with Withernsea Town Council.

Other Key Players/Partner Organisations and their Responsibilities

Marine Management Organisation – EFF fund manager and funding provider; and

East Riding of Yorkshire Council - funding facilitator.

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Issues for Delivery

Match funding needs to be secured otherwise the European Fisheries grant will be lost.

Timescale for DeliveryThe compound is a short term priority but if it is in tended to fund this project through potential S106 obligations (see below) this may necessitate that the project becomes a medium term priority.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe costs of the proposed Commercial Facility are estimated at £958,950. Half the cost (£479,475) has been secured through the European Fisheries Fund but this is subject to match funding being secured, as outlined previously.

The remaining funds could be raised by Withernsea Town Council through Prudential Borrowing and repaid through rental charges over the life of the project.

Specific Project RisksKey external risks associated with the project and proposed mitigation measures are presented in the outline business plan and include:

Cost increases;

Contractor delays;

Market conditions alter;

Funding is not obtained; and

The number of workshop units is not in line with demand.


Withernsea Town Council and supported by ERYC to identify and secure match funding;

WTC supported by ERYC to make case for prudential borrowing – if applicable;

Work with wind farm companies to identify scope for accommodating service vessels etc;

Procure contractor and commence implementation once funding is in place.

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Outputs and Regeneration BenefitsThe benefits associated with the proposed facility result from the improved working conditions and catch storage facilities associated with the compound. Specific additional benefits identified with the Business Plan include:

Additional catch value;

Reduced catch transport costs;

Additional crew leisure time;

Reduced vessel transport costs;

Reduced equipment damage;

Reduced bait costs;

Prevention of serious injury;

Sustainable employment;

Encouraging fleet investment;

Environmental benefits of reduced vehicle use; and

Development of new fisheries.

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Fig 48. Boat compound


Project W4 - The Former Teddy’s Nightclub Site

Nature of the ProjectRedevelopment of this vacant / run down former nightclub, which currently occupies a prominent location on the central promenade, for a variety of alternative uses.

Project ObjectivesThe erection of nine (9) apartments and a cafe bar following demolition of the existing building.

Planning Statement Planning permission has been granted for the demolition of the property and the erection of a new building which will provide a mixture of tourism / recreation uses (café) and apartments. The application reference number is (09/00119/NONDET).

Site Issues and OwnershipThe property is currently within private ownership and thought to be an integral part of the sea defence wall; although an independent structural survey commissioned by the owners as part of the planning application suggest that the building is actually independent of the sea defences.

Roles and ResponsibilitiesProject Champion: Existing owners

Delivery Responsibility: The responsibility for delivery of this project will ultimately lie with the current owners / private sector.

Other Key Players/Partner organisations and their Responsibilities;

Environment Agency and ERYC who will be responsible for ensuring that the proposals do not damage the integrity of the existing sea defences / sea wall.

ERYC who will be responsible for ensuring the scheme is delivered in accordance with the current planning permission and associated conditions.

Issues for DeliveryThere are a number of issues that will need to be addressed to ensure successful delivery of this project. These include:

Ensuring the quality of development meets the aspirations for the future of the town. The building is in a highly visible and prominent location therefore its future appearance as well as its use is of critical importance to the Renaissance aspirations;

Compliance with planning issues / conditions and ensuring the integrity of the sea defences; and

Encouragement of early investment by the existing property owner.

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Timescale for DeliveryIt is anticipated that this project will be brought forward in the short term in accordance within the timescales permitted by the current planning permission (3 years) although timing will ultimately be dictated by the current owners.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe current owners / private sector will be responsible for funding the proposals.

Specific Project RisksAny project risks will be borne by the private sector / the current owners. The principal risks associated with the project are market demand and dealing with the issues surrounding the sea defences and potential flood risk. Both could cause significant delays to the project or render the proposals completely unviable.

Next Steps/Key ActionsWorking with the applicant / owners to assist them in bringing forward the project at the earliest opportunity.

Outputs and Regeneration BenefitsThe following outputs will be delivered from this project:

9 new residential apartments split 4 two bedroom apartments (approximately 98sq.m per unit) 4 three bedroom apartments (approximately 94sq.m per unit) and one two storey 3/ 4 bedroom dwelling (approximately 143sq.m);

A new restaurant / café of circa 345sq.m; and

Improved visual image for the promenade, helping to attract and retain further investment.

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Fig 49 (left) and Fig 50. Teddy’s Nightclub in its current condition


Project W5 - Co-ordinated Seafront / Promenade Environmental Improvement Programme

Nature of the ProjectThe major seafront projects and public open spaces are to be considered as elements within a co-ordinated and uniform package of environmental improvements (landscape and public realm works including street furniture, beach showers and removable kiosks/stalls) comprising robust low maintenance materials and planting which are distinctive to the marine environment.

Project Objectives

Contribute towards and support the sea front and promenade as Withernsea’s principal visitor attraction;

To make the sea front and promenade more attractive to local residents, businesses and visitors alike, with the added potential to enhance activity for local businesses; and

Through the choice of materials and design the ambition to create a unique and distinctive identity for the town.

Planning Statement Although building work is strictly controlled by the Town and Country Planning Acts, nearly all work in the public realm, that is in public streets, is “permitted development” and does not need planning permission. The requirement to obtain planning permission will need to be considered further once the detailed scheme design has been procured. Relevant Local Plan policies include: WTH3, ENV 5, 6 and 7.

Site Issues and OwnershipThe works largely comprise improvements to public highways (roads and footpaths) and in this respect it will be necessary to comply with all statutory procedures governing such works.

Roles and ResponsibilitiesProject Champion: East Riding of Yorkshire Council and Withernsea Town Council to lobby and influence the various key players/partner organisations to deliver the project as quickly as possible and to ensure that there is a co-ordinated approach to the improvements, by the various bodies involved, and that they are of a suitable nature and quality in accordance with the Withernsea Renaissance Plan.

Delivery Responsibility: The responsibility for delivery will ultimately lie with East Riding or Yorkshire Council with support from key players/partner organisations involved (see opposite).

Other Key Players/Partner organisations and their Responsibilities

Consultant Support – Scheme design etc.

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Issues for Delivery

The main issue for delivery is for the key players/partner organisations to work together in order to progress delivery;

The detailed scheme design needs to be agreed. The use of a detailed design guide should be considered to help define a distinctive brand for the town and to influence possible S106 contributions; and

Funding bids to be prepared, preferably supported by economic assessment of indirect benefits.

Timescale for Delivery

Detailed design work is programmed for completion in the short term.

The works will be delivered on a phased basis as and when funding becomes available.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe project is currently at a conceptual stage and further detailed design work needs to be undertaken. Indicative budget costings range from approximately £300,000 for low level intervention to around £2,000,000 for high level intervention.

In the absence of public sector funding it is recommended that the works be delivered via the private sector through S106 Agreements / Planning Gain. It should be noted that this is reliant on centrally located building project(s), of a sufficient scale to warrant such a proposition coming forward.


There may be a limitation to the quality of the public realm that can be afforded within the potential extent of funding that may be available.

If the project is wholly reliant on private funding (via potential S106 contributions as highlighted above) there is a high risk that the project will not be delivered in the current economic climate thereby pushing this project back in the overall programme.

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Prepare Design Guide (tying in with Queen Street proposals) to define a distinctive brand and influence possible s106 contribution;

Agree priority programme / phasing or works;

Procure detail design / specification;

Identify costs and funding opportunities – linked to the quality of the design;

Identify any quick win projects and implement subject to funding;

Monitor local planning applications and investigate the feasibility / potential of securing the works via planning gain / s106 Agreement; and

Commence procurement of remaining works on a phased basis working with property developers as appropriate.

Outputs and Regeneration Benefits Improved appearance / image for the seafront and promenade areas, leading to an enhanced visitor experience with the added potential to increase activity for local business leading to economic benefits.

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Fig 53 (top) and 54. Improved seafront environmentFig 51 (top) and 52. Enhanced promenade and kiosk


Project W6 - Beach Huts

Nature of the ProjectThe introduction of beach huts onto the central promenade.

Project ObjectivesTo revitalise the seafront area in terms of improved visual amenity and increased footfall.

Planning Statement Planning permission is required for the construction of Beach Huts. ERYC may wish to consider the preparation of design guidance to provide information on the overall design and appearance of the huts to ensure they are in keeping with the character of the seaside location. Relevant Local Plan policies include: WTH3, ENV 5, 6 and 7.

Site Issues and OwnershipThe beach huts will be located along the promenade on land within Council ownership. There are not thought to be any adverse site conditions other than that the huts should be located behind the sea defences to ensure longevity.

Roles and ResponsibilitiesProject Champion: East Riding of Yorkshire Council to encourage development of this project and ensure the quality of the proposals brought forward meet the long term vision and aspirations for Withernsea.

Delivery Responsibility: East Riding of Yorkshire Council.


Yorkshire Wildlife Trust – promotion of Withernsea as a destination within the Nature Tourism Triangle.

Issues for DeliveryThe project is only at the conceptual stage and further feasibility work is required, including the business case for the council to invest in and manage the huts.

Timescale for DeliveryThis project is identified as a short term priority.

Funding Requirements (Capital and Revenue) / Financial ViabilityBeach huts across the UK are currently undergoing a renaissance and achieving both high rental values (£100 to £700 per week) and sale prices (between £5,000 and £30,000). Many councils have closed waiting lists to new applicants such are the levels of demand.

In this respect the Council could make a business case to fund the initial investment through prudential borrowing.

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Limited demand and thus lack of income to repay any borrowing.

Next Steps / Key Actions

Secure funding and initiate design competition – similar to bathing beauties beach hut design competition in Mablethorpe;

Council to prepare detailed business plan; and

Procure contractor.

Outputs and Regeneration BenefitsPhysical asset with income generating potential and improved visual amenity and footfall along the central promenade which could influence an increase on current tourism earnings.

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Fig 55. Contemporary beach huts Fig 56. More traditional beach huts


Project - W7 - Queen Street Enhancements

Nature of the ProjectThe project involves the potential introduction of a one way system along Queen Street including improved paving, lighting, street furniture and landscaping, traffic management shop front improvements and other complementary measures.

Project Objectives

To aid traffic movement around the town;

To make the town centre more attractive to local residents, businesses and visitors alike, with the added potential to enhance activity for local businesses; and

To provide an environment and image which will encourage the development of new businesses.

Planning Statement The works largely comprise improvements to public highways (roads and footpaths) and in this respect it will be necessary to comply with all statutory procedures governing such works.

In additional most shop front improvements will require planning permission and possibly advertisement consent in certain circumstances.

Site Issues and OwnershipThe majority of the highway / public realm works will be undertaken within the adopted public highway (streets and road) and the respective statutory undertakers should be consulted as part of the proposals.

Existing shop keepers / owners will be responsible for any improvement works to the facades and forecourt areas of their premises.

Roles and ResponsibilitiesProject Champion: East Riding of Yorkshire Council to lobby and influence the various key players/partner organisations to deliver the project as quickly as possible and to ensure that there is a co-ordinated approach to the improvements, by the various bodies involved, and that they are of a suitable nature and quality – in accordance with the Withernsea Renaissance Plan.

Delivery Responsibility: The responsibility for delivery will ultimately lie with East Riding or Yorkshire Council and with support from key players/partner organisations involved (see below).


Local Businesses – the responsibility for shop front improvements is the responsibility of individual business.

Consultant Support – Scheme design.

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Issues for Delivery

The main issue for delivery is for the key players/partner organisations to work together in order to progress delivery;

The detailed scheme design needs to be agreed following the outcome of further feasibility work;

Some funding is in place and a bid will be made to the ERYC capital programme; and

Issues of traffic circulation/pedestrian severance along the seafront.

The following works should be considered as eligible for support under a shop front improvement scheme:

New shop fronts;

Repair and reinstatement of any part of a shop front fixture that is visible from the street;

Re-instate or original architectural features e.g. ornamental masonry, stucco and other applied finishes or details, historically patterned woodwork, ornamental metalwork or other features of historic significance;

Repainting of shop fronts in suitable colours. Guidance on colour schemes to be developed and agreed;

Repair and reinstatement of guttering and down-pipes to match historic materials;

Repainting or re-rendering prominent elevations in suitable heritage colours;

Repair of external stonework and brickwork and replacement of stonework or brick work;

Re-pointing using traditional materials;

Pedestrian access improvements - these must be compliant with the Disability Discrimination Act;

Signage;

Window display equipment;

Replacement of external shutters with internal security grilles and or security glazing (e.g. laminated or strengthened glass), which allows window-shopping to take place in the evening;

Lighting (external or within window displays); and

Professional fees associated with the development and delivery of the project, including planning application fees.

A maximum grant should be set in order to assist as many businesses as possible with a match funding obligation imposed.

Timescale for DeliveryThe project is generally viewed as a short term priority although the shop front improvement scheme may extend into the medium term.

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Funding Requirements (Capital and Revenue) / Financial Viability

Highway Improvements (including public realm)The total project costs are estimated at £500,000. Detailed project costs would need to be established through detailed feasibility work (see next steps). Potential funding sources are outlined below:

East Riding Yorkshire Council;

Business Improvement District’s (BID’s); and

Private Sector Funding. Potential S106 contributions/planning gain from property developers if centrally located building projects come forward.

Shop Front Improvements ERYC to explore the opportunity of introducing a shop front improvement scheme.


There may be a limitation of to the quality of the public realm that can be afforded within the potential extent of funding that may be available.


Next Steps/Key ActionsFeasibility and design work are currently ongoing / progressing – key tasks include:

Consultations with local residents and businesses;

Agree detailed scheme design and project costing;

Prepare necessary funding bids as appropriate; and

Procure works.

Prepare shop front design guide in consultation with local businesses / town centre retailers and secure funding for a ‘shop front improvement grants scheme’.

Business support services (ERYC and Sirius) to promote available grants to small firms / local artists to encourage new firms / start ups to the town centre.

Outputs and Regeneration BenefitsThe town centre will benefit from an improved appearance, leading to an enhanced visitor experience with the added potential to increase activity for local business.

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Fig 62. Enhanced retail experience Fig 63 (top) and 64. Successful shared space

Fig 57 (top) and 58 (bottom) Fig 61. Improved public realm and highwayFig 59 (top) and 60 (bottom)


Project W� - Expand Industrial Provision / Floorspace

Nature of the ProjectProvision / promotion of new employment uses / development on land at North Hull Road and land to the west of Withernsea High School and at Waxholme Trading Park to satisfy any unmet demand for small scale workspace / industrial accommodation in the short and medium term.

Project ObjectivesDevelopment of under utilised sites to provide a range of small scale units for local indigenous businesses / small and medium sized enterprises (Fig 62 and 63).

Planning Statement The land at North Hull Road and to the West of Withernsea High School is allocated In the Holderness Borough Local Plan under Policy WTH2 for industries falling within Use Classes B1 and B8. B2 uses will also be permitted if they are compatible with their location and subject to planning permission conditions to ensure there are no significant effects on the amenity of nearby residents or adjacent land users. The land is also identified for employments uses in the Potential Sites allocation DPP but a draft set of site allocations is not expected until 2012, once all potential sites have been assessed.

Site IssuesNeither site allocation (WITH4 and WITH 5) is considered to have any adverse site issues/ physical constraints and both are within private ownership.

Waxholme Trading Park is located outside of the Withernsea Town Boundary, however, because it contributes directly to employment in Withernsea, we recommend that the option should be retained in the Renaissance Plan.

Roles and ResponsibilitiesProject Champion: East Riding of Yorkshire Council to encourage the development of these sites in accordance with the Withernsea Vision and Guiding Principles and consult with the existing owners to seek to establish their aims and aspirations with respect to their sites.

Delivery Responsibility: The delivery of this project will ultimately lie with the current owners who will play a critical role in delivering the site to be ready for development. However, East Riding of Yorkshire Council Planning Department will also be a key enabler through their Statutory planning powers.


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Issues for DeliveryThe physical delivery of the project(s) will most likely be undertaken by the private sector. There are a few issues that will need to be addressed to ensure successful delivery and these include:

Ensuring that the quality of development meets the aspirations for the future vision of Withernsea;

Ensuring that the sites are brought forward in such a manner that the values generated will be sufficient to allow a high quality product – this may entail some phasing of development; and

Ensuring buy in / support from the existing site owners.

Timescale for DeliveryThe sites are immediately available for development but market demand will influence the overall pace and scale of development.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe projects are only at conceptual stage and the costs and funding will need to be identified. Gap funding may be required to ensure scheme viability – in this event the current owners would need to explore funding opportunities possibly with assistance from the East Riding of Yorkshire Council or LEP.

The scheme could be cross subsidised through residential / mixed use development but this would require a change of policy.


Ensuring buy in from the existing owners – without their support this project will not be realised; and

Land at Waxholme currently does not have an allocation for employment uses.

Next Steps/Key ActionsWorking with the owners to assist them in bringing forward the sites for development and then subsequently with the property developers.

Outputs and Regeneration BenefitsThe development of 2.31ha ( 5.7 acres) of land for employment uses.

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Project W� - Residential Development / Diversification of Housing Offer

Nature of the ProjectPromote housing sites identified through the LDF for the development of new housing including executive homes. Developers can be attracted both through the town’s new reputation as a tourist destination and links to the growing wind energy industry.

Project ObjectivesTo diversify the housing offer within the town.

Planning StatementSeveral sites are identified for residential uses in the Potential Sites allocation DPP (WITH1, WITH 2 and WITH 3) but a draft set of site allocations is not expected until 2012, once all potential sites have been assessed. The sites will need to be allocated through the LDF before planning permission can be obtained.

Site IssuesWith the exception of WITH3 there are no site constraints associated with these sites (all sites are within private ownership). The development of WITH3 would be subject to coastal defence works to make the site suitable for development. There are also thought to be access issues and a potential ransom strip at the east end of Turner Avenue.

All sites are thought to be within private ownership.

Roles and ResponsibilitiesProject Champion: East Riding of Yorkshire Council to encourage the development of these sites in accordance with the Withernsea Vision and Guiding Principles and consult with the existing owners to seek to establish their aims and aspirations with respect to their sites.

Delivery Responsibility: The delivery of this project will ultimately lie with the current owners who will play a critical role in delivering the sites to be ready for development. However, East Riding of Yorkshire Council Planning Department will also be a key enabler through their Statutory planning powers.

Issues for DeliveryThe physical delivery of the project(s) will most likely be undertaken by the private sector. There are a few issues that will need to be addressed to ensure successful delivery and these include:

Ensuring that the quality of development meets the aspirations for the future vision of Withernsea;

Ensuring buy in / support from the existing site owners; and

Sea defences and access issues need to be resolved before WITH3 can be brought forward for development.

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Timescale for DeliveryThe timescales for development will be influenced by market demand.

Funding Requirements (Capital and Revenue) / Financial ViabilityProjects will be financed by the private sector.


Ensuring buy in from the existing owners – without their support this project will not be realised.

Next Steps / Key ActionsWorking with landowners to assist them in bringing forward the sites for development.

Outputs and Regeneration BenefitsThe development of 9.39ha (23.20 acres) of land for residential housing.

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Fig 67. New housing development Fig 68 (top) and 69.


Project W�0 - Improve Existing Housing Stock

Nature of the ProjectEast Riding of Yorkshire Council has carried out an initial assessment (scoping study) of housing quality in Withernsea. This exercise has identified two areas of largely Victorian terraced housing that would benefit from a programme of improvements.

Between Arthur Street and Promenade North (north of town centre); and

Between High Brighton Street and South Cliff Street (south of town centre).

The two areas contain significant proportions of properties that are tenanted, vacant or in disrepair.

Project ObjectivesMany properties have had unsympathetic improvements carried out over time, and the ERYC is keen to try and develop a heritage based improvement programme that will go some way to recapturing the two areas’ largely Victorian and Edwardian characteristics and ensure that any future improvements respect their traditions and origins. Reversing unsympathetic changes through the use of traditional styles and materials for windows, gutters, walls, railings etc (but to modern standards, specifications and incorporating green technology) wherever possible or practicable should underpin the programme.

Planning Statement Ordinarily these works would be covered under Town and Country Planning General Permitted Development Order and would not require planning permission.

Site IssuesThe majority of the properties are within private ownership and will require the existing owners’ consent to undertake the works.

Roles and ResponsibilitiesProject Champion: East Riding or Yorkshire Council to lobby and influence the various key players/partner organisations to deliver the project as quickly as possible and to ensure that there is a co-ordinated approach to the improvements and that they are of a suitable nature and quality – in accordance with the Withernsea Renaissance Plan.

Delivery Responsibility: East Riding or Yorkshire Council.


Existing property owners - part funding providers.

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Issues for DeliveryThe Council has gained experience of area renewal as part of the Advance Goole programme. It considers this is a useful template for a potential programme in Withernsea and it will use ‘lessons learned’ from Goole to develop a Withernsea programme, but devoting more time on costing potential improvements rather than selecting and scoring areas for intervention, and placing more emphasis on sympathetic improvements.

ERYC is currently delivering a pilot project that will help to make the case for a wider scheme, establish the likely scope of works and refurbishment costs including potential funding sources.

Timescale for DeliveryThe pilot Housing Scheme was completed at the end of March.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe Neighbourhood Renewal Assessment (see next steps) will form the basis of a Business Case to apply for funding.


Securing the necessary resources to undertake the scoping study; and

There may be a limitation with respect to the quality and extent of the improvement works that can be afforded within the potential extent of funding that may be available.

Next Steps / Key ActionsEast Riding of Yorkshire Council to commission / undertake a Neighbourhood Renewal Assessment.

Outputs and Regeneration BenefitsThe scoping study provides a preliminary estimate of 150 properties suitable for face lifting or including in an improvement programme.

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Fig 70 (left) and Fig 71.


Project W�� - Cycle Networks

Nature of the ProjectWithernsea is located within an area of tranquil and attractive rolling countryside. This is an attractive asset to a certain segment of the visitor economy. The cycle network, which should be used to access the rural hinterland, is fragmented with gaps in what could easily be packaged as a cycle network based in the town. In addition, although there is a route 66 NCN on-road link to the only nearby significant population centre, Hull, the off-road links are frustratingly and incomprehensibly incomplete.

Hornsea currently provides the end/start point of the Trans-Pennine trail however Withernsea should seek recognition as an alternative official terminus. In addition the feasibility of providing an alternative route to the International North Sea Cycle route and the Way of the Roses should be investigated.

Project ObjectivesReconnect Withernsea to the rural hinterland and surrounding settlements through improvements to the national cycle network.

Planning Statement Planning permission will be required for works of this nature.

Site IssuesAlternative rights of way may need to be explored over incomplete sections of track or parcels of land acquired to facilitate new tracks.

Roles and ResponsibilitiesProject Champion: To be agreed. Recommend that Sustrans are approached to fulfil this role to encourage development of this project and to lobby existing landowners to secure their buy in to the project.

Delivery Responsibility: Sustrans in association with the East Riding of Yorkshire Council.


Existing landowners / farmers whose land the tracks will pass over.

Issues for DeliveryIt may be appropriate to consider the establishment of ‘an action group’ with local clubs and landowners being encouraged to support the project with the facilitation of the local authority and Sustrans.

Timescale for DeliveryOngoing.

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Funding Requirements (Capital and Revenue) / Financial ViabilityFunding requirements have not yet been determined.


There may be a limitation with respect to the extent of the improvement works that can be afforded within the potential extent of funding that may be available; and

Ensuring buy in / support from the existing site owners.


Explore potential options with Sustrans; and

Engage existing landowners.

Encourage formation / creation of a local action group to work in partnership with the main project partners.

Outputs and Regeneration BenefitsImproved cycle network focussed on Withernsea and the surrounding hinterland with links to the National Cycle Network will increase visitor numbers which will support local services/businesses etc whilst improving the economic activity of the town.

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Project – W�� Nature Tourism

Nature of the ProjectFrom an economic development perspective it is important to be able to capture the spending associated with all wildlife tourism visits and particularly those that are not made to a wildlife centre. A recent study commissioned by the Yorkshire Wildlife Trust (The Economic Potential of Nature Tourism in Eastern Yorkshire) has identified that at present the largest proportion of wildlife spending is away from locations where wildlife is viewed with most currently being spent on fuel, meaning that very little of the current spending by wildlife tourists remains in the local economy. Thus developing new nodes for attracting visitors and stimulating increased spending at existing sites will be a primary objective for Yorkshire Wildlife Trust and its partners. There is a pressing requirement to invest in some of the key, ‘flagship’ facilities to ensure they continue to appeal not just to the specialist market but also to the ‘casual’ visitor who represents the main market (current and potential) for wildlife tourism in East Yorkshire. In economic development terms the generalist market is a key priority and the objective must be to increase the length of stay in the area, converting day visits into overnight stays, and one night stays into short breaks of several days. Yorkshire Wildlife Trust have appointed a Nature Tourism Development Manager to help develop proposals and funding bids that seek to implement an investment programme for nature tourism in the area.

Project ObjectivesTo establish Withernsea’s role within the nature tourism sector, as a key location for visitors to use as a base and destination in its own right.

Planning Statement The overall project involves improvements to various sites and subject to the nature of the works involved / proposed these may require planning permission.

Site IssuesCurrent investment proposals include a marine interpretation centre at South Landing, a seabird centre at Bempton and enhanced visitor facilities at Spurn Point, North Cave wetlands and Tophill low. Additional investment is also needed at sites including Filey Brigg, Flixton and Cayton Carrs, Paull Holme Strays, Hornsea Mere and Aldbrough.

Roles and ResponsibilitiesProject Champion: Yorkshire Wildlife Trust

Delivery Responsibility: The ultimate responsibility for deliverability will be the Yorkshire Wildlife Trust. East Riding of Yorkshire Council will be a key enabler for ensuring Withernseas role within the nature tourism sector.

Other Key Players/Partner organisations and their ResponsibilitiesLocal Businesses who will help define and diversify Withernsea’s offer thus contributing to the overall appeal of the town as a place to stay and visit within the tourism triangle.


Issues for DeliveryThe provisional investment programme needs to be examined more formally through an economic appraisal. After this the initiative will seek to work with partners throughout the area to develop investment programmes and funding opportunities to take forward any recommendations.

Timescale for DeliveryOngoing.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe provisional investment programme suggests investment costs of approximately £4.5m of which £2.1m has been identified thus far leaving a gap investment requirement of approximately £2.5m.


Remaining funding not secured.


Ensure Withernsea’s role within the Nature Tourism Triangle; and

Encourage diversification of accommodation and investment in the town to ensure that Withernsea is an attractive place for nature tourists visit.

Outputs and Regeneration BenefitsIncreased economic activity. The Yorkshire Wildlife Trust estimate that this could be as much as £60m per year across the East Riding which is a 20% increase on current tourism earnings.

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Project W�� - New/Refurbished Leisure Wash Down Facilities

Nature of the ProjectThe provision of new / refurbished wash down facilities (including showers) for leisure fishermen, jet boat users and other water sports enthusiasts. Facilities to cater for both men and women.

Project ObjectivesTo provide facilities to enable the promotion of Withernsea as an alternative location for water sports enthusiasts and sports fishing.

Planning Statement The proposals would require planning permission.

Site IssuesExisting site and building owned by Withernsea Town Council.

Roles and ResponsibilitiesProject Champion: Withernsea Town Council.

Delivery Responsibility: Withernsea Town Council.


Water enthusiasts / sports fishermen as key user groups of this facility.

Issues for DeliveryThe project requires further detailed consultations, feasibility and design work before it can progress to the delivery stage.

Timescale for DeliveryThis project is viewed as a medium term priority.

Funding Requirements (Capital and Revenue) / Financial ViabilityThe total project costs are estimated at £150,000. Detailed project costs would need to be established through proposed feasibility work (see next steps). Potential funding sources are outlined below.

Withernsea Town Council.

Private sector funding through potential S106 contributions/planning gain from property developments if centrally located building projects come forward.

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Specific Project RisksIf the project is wholly reliant on private sector funding (via potential S106 contributions) there is a high risk that the project might not be delivered.


Feasibility and design work are the next steps – key tasks include:

Consultations with local residents, community groups, etc;

Agree detailed scheme design and project costings;

Prepare any necessary funding bids; and

Procure works.

Outputs and Regeneration BenefitsEnhanced / improved public amenities enhancing Withernsea’s role as an alternative destination for water enthusiasts and sports fishing.

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Project – W�4 Coastal Visitor Centre

Nature of the ProjectWithernsea should exploit its position on the Holderness Coast by creating closer links with educational establishments (secondary and further education) with the aim of encouraging field trips on prevalent geographical occurrences such as coastal erosion and the rich natural habitat. In addition, the town should look to attract investment from the wind energy industry into a coastal visitor centre. Project ObjectivesCreating closer links with educational establishments.

Planning Statement Any proposals will require planning permission.

Site IssuesThe project is only at a conceptual stage and a site has not yet been identified.

Roles and ResponsibilitiesProject Champion: Yorkshire Wildlife Trust / Nature Tourism Manager.

Delivery Responsibility: The ultimate responsibility for deliverability will be the Yorkshire Wildlife Trust. East Riding Yorkshire Council Education and Learning Department will also be a key enabler for this project.


Wind farm developers

Schools and colleges who will use the facility.

Issues for DeliveryIt is recommend that this project be linked to the wider proposals being considered under the Nature Tourism and VHEY initiatives. Indeed there are currently proposals to development enhanced visitor facilities at Spurn Point as part of the Nature Tourism proposals.

Timescale for DeliveryMedium Term.

Funding Requirements (Capital and Revenue) / Financial ViabilityTo be determined – explore scope to finance from S106 contributions.

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Lack of funding


Next Steps/Key ActionsFeasibility and design work are the next steps – key tasks include:

Consultations;

Agree detailed scheme design and project costings;

Explore potential links to other initiatives;

Prepare any necessary funding bids; and

Procure works.

Outputs and Regeneration BenefitsLinked to the Nature Tourism initiative - Increased economic activity. The Yorkshire Wildlife Trust estimate that this could be as much as £60m per year across the East Riding which is a 20% increase on current tourism earnings.

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Project W�5 - Promotion / Marketing

Nature of the ProjectThe East Riding of Yorkshire Could in association with Withernea Town Council and its other partners should seek to promote and raise the profile of Withernsea.

Better packing and marketing of the wildlife viewing experience for holidaymakers has considerable potential to raise awareness and generate income. Yorkshire Wildlife Trust, RSPB, Yorkshire Water and VHEY should combine efforts to promote viewing opportunities to existing and potential visitors to eastern Yorkshire.

There are also clear opportunities for local accommodation providers to be much more proactive in marketing their properties to draw more people to the town, capitalising on the areas rich and natural wildlife heritage.

Holding a number of festivals to mark particular periods of interest could be a quick win opportunity - thus raising the profile of the town.

Project ObjectivesTo create a clear identity for the town that will help redefine Withernsea’s brand and to identify current core visitors and potential new markets.

Planning Statement Not Applicable.

Site IssuesNot Applicable.

Roles and ResponsibilitiesProject Champion: Visit Hull and East Yorkshire and the Yorkshire Wildlife Trust.

Delivery Responsibility: East Riding of Yorkshire Council.

Other Key Players/Partner organisations and their ResponsibilitiesWithernsea Town Council, local residents, businesses, community groups etc who will help shape and benefit from the towns redefined brand.

Issues for DeliveryThis re-branding will not happen overnight; rather it will be achieved through the proposed interventions as outlined previously.

Timescale for DeliveryOngoing

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Funding Requirements (Capital and Revenue) / Financial ViabilitySubject to detail of promotional events / material – recommend an annual marketing budget be set aside.


Uncoordinated approach will lead to mixed messages and clear lack of brand identify.

Next Steps / Key ActionsERYC and partners to agree marketing strategy.

Outputs and Regeneration BenefitsClear identify and brand for the town and increased recognition leading to increased visitor numbers.

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5.0 STRATEGIC FIT

Ref Project Name Project Objectives

1 2 3 4 5 6 7 8

W1 The Meridian Centre

W2 Fishing Compound

W3 New Slipway

W4 Teddy’s Nightclub

W5 Seafront and Promenade Env. Improvements

W6 Beach Huts

W7 Queen Street

W8 Expand Industrial Provision

W9 Residential Diversification

W10 Improve Existing Housing Stock

W11 Links to national Cycle Network

W12 Nature Tourism

W13 New / Refurbished Wash Down Facilities

W14 Education Centre

W15 Marketing

The interventions fit with the strategic oibjetcives, as outlined at Section 3, are summarised below.

East Riding of Yorkshire Council The Delivery Plan

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January 2011 gva.co.uk

Key:

The project has a strong element of delivering this objective

The project has a good element of deliverying this objective

The project maydeliver some elements of this objective but not as a direct outcoime

The project will not deliver any elements of the objective

The Regeneration Objectives

To increase the appeal of Withernsea to visitors and investors whilst simultaneously improving the quality of life for existing and future residents.

To create a high quality and safe environment that is attractive to residents, visitors, employers and investors generating a sense of pride in Withernsea.

To provide a single, positive identity for Withernsea built on its maritime heritage and rich hinterland / landscape.

To reposition Withernsea as a seaside destination with an enhanced shopping environment and complementary leisure and visitor / cultural attractions.

To deliver a sustainable community that supports quality lifestyles with a wide choice of high quality housing.

To promote a connected and integrated network of streets, paths, and cycle ways that ensure a high degree of linkages both within the town and the surrounding hinterland. There is a general perception that there is not enough car parking in the town centre.

To transform perceptions of Withernsea by emphasising its distinctiveness.

To provide good opportunities for business development and sustainable economic growth to support a skilled and adaptable workforce and retain young people.

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6.0 MONITORING AND EVALUATION

The Renaissance Plan should be reviewed annually and every five years and in depth review undertaken. This will allow sufficient time, resourcing and structuring to be put in place and for a range of improvements to be initiated. Positive change will start to become evident in this time period. Review will enable overall success to be assessed and will provide an opportunity to adjust the town’s direction in the light of a new set of circumstances, where appropriate.

However, change for the ‘sake of it’, often the result of political interest must be avoided at all cost because it will be disruptive and risk undermining the previous progress and the building blocks that have been put in place through this Renaissance Plan.

The established vision, objectives and projects should only be changed where it is proven they are not working or where more effective solutions can be clearly demonstrated.

Projects should be monitored and evaluated against an agreed set of measurable outcomes that indicate progress against the objectives and which reflect the agreed project priorities. The set of outcomes and their precise target values will need to be agreed with the Withernsea and South East Holderness Regeneration Partnership, ERYC and Town Council once the Renaissance Plan has been finally approved but should cover:

The level of user confidence in the town centre based on questionnaire survey(s);

This could take the form of a ‘on street visitor survey’, which seeks opinions on a range of issues on how people use the town, their perceptions and how it could be improved. Issues for consideration could include:

- Main purpose of their visit;

- How much they have spent;

- Frequency, duration and origin of visit; and

- Visitor perceptions on a range of issues – retail, leisure, evening economy and safety.

The level / number of vacant retail units within the town centre to be regularly monitored to indicate retail activity and levels of vitality;

Footfall at key locations in the town centre;

The level and type of business representation, through annual monitoring of the number of independent and national retailers and service providers in the town centre, to indicate demand form retailers and businesses wanting to relocate to the Town; and

The number of people employed in the town at different skill levels.

Each of these should be measured now to establish a baseline against which to review progress.

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7.0 THE NEXT STEPS

Withernsea Renaissance Plan is ambitious / aspirational yet realistic and aims to improve the standard of facilities, service, product and environment in the town in order to retain more local spend in the town, attract investment and visitor spend. That cannot be achieved with one simple scheme / big bang solution. Instead it demands the implementation of a wide range of coordinated physical development projects and initiatives.

The Delivery plan is derived from comprehensive studies, full engagement with the Withernesa community and realistic assumptions about deliverability but as the principal public sector agencies, Withernsea Town Council and the East Riding of Yorkshire Council will now need to explore with stakeholders how projects can be progressed.

It is essential that the momentum built up by this and other renaissance initiatives is maintained and that will take a lot of time and energy. Withernsea and South East Holderness Regeneration Partnership will need to play a lead role in keeping that momentum buoyant and in promoting the town and its plans, continuing to champion Withernsea’s cause.

WITHERNSEA RENAISSANCE PLAN - East Riding

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