Unlocking our Coastal Heritage along the South West Coast Path

Transcription

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www.southwestcoastpath.com
© Andrew Ray. Wheal Coates Pump House
Unlocking our Coastal Heritage along
the South West Coast Path National Trail
Report on the 2010 - 2014 £2.1m Unlocking our Coastal Heritage Project funded
by the Rural Development Programme for England and proposals to build on its legacy.
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Unlocking our Coastal Heritage Project / Executive Summary
The South West Coast Path National Trail
Covering 630 miles (1014 km) of coast from
Minehead to Poole, the South West Coast Path
National Trail leads walkers through a diverse
landscape providing unique insights into the
history, geology, culture and wildlife of the West
Country. It is not just a linear route - paths lead
from it and to it, providing access to the sea
and the land, with dramatic contrasts of rugged
wildness and cultivated beauty.
It runs through five Areas of Outstanding Natural Beauty,
17 Heritage Coasts, a National Park, two World Heritage Sites,
a UNESCO Geopark and Britain’s first UNESCO Biosphere
Reserve. No wonder the South West Coast Path is considered
Britain’s favourite walk and one of the world’s greatest walks.
Between 2010 and 2014 the Rural Development Programme
for England invested £2.1 million into the Unlocking our
Coastal Heritage project. The overall aim of this project was
to increase the economic value of the South West Coast
Path (SWCP) by protecting and enhancing heritage features,
improving the quality of the route and working with businesses
to improve the facilities and information provided to visitors.
This investment, along with additional public sector
contributions and numerous generous donations from
businesses and the general public, has enabled a partnership
of organisations led by the SWCP Team to deliver over 300
projects spread across the whole path.
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Regularly described as the region’s best asset, it is not
only great for visitors to our region, but is equally
important to all that live near it. It has become critical
and integral to the visitor economies of Cornwall, Devon,
Dorset and Somerset.”
Alistair Handyside, Chairman of the South West Tourism Alliance
© Simon Hodgkiss. Hope Cove
Together these projects have raised the profile of the South
West Coast Path as a ‘cultural corridor’ with a wealth of
historic, artistic, and cultural heritage – as well as its more
recognised environmental quality.
It has also resulted in a strengthened and invigorated
partnership of public, private and charitable organisations that
have come together to deliver the project.
The success of this work in encouraging greater use of the
Coast Path is demonstrated by tourism visits to the Coast
Path increasing from 7.9 million to 8.6 million per year
between 2010 and 2012. Expenditure by these walkers grew
almost 15% to £436 million, with the associated employment
related to this spend growing from 8,733 to 9,771 full time
equivalent jobs.
The impact of the work on walkers and the tourism
industry has also been recognised by a number of awards.
Most recently, the SWCP was voted ‘Britain’s Best Walking
Route’ by readers of the Ramblers ‘Walk’ magazine for the
second time in a row and presented with the ‘Outstanding
Contribution to Tourism Award’ at the South West England
Tourism Excellence Awards. Both these awards gave credit
to the success of the project in delivering significant path
improvements.
Providing further funding can be secured, this partnership of
public and private organisations is set to continue with similar
projects in the pipeline that will further increase the already
substantial environmental, social and environmental benefits
that the Coast Path generates.
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Unlocking our Coastal Heritage Project / Contents
Contents
Part 1: The Unlocking our
Coastal Heritage Project
02-03
The project at a glance
06-09
The Unlocking our Coastal Heritage
Project – at a glance
10-11
Executive summary of the project delivery
and achievements
12-13
The Uplift of Cultural and Heritage Sites
along the South West Coast Path
14
Case study: Hardy Monument
15
Case study: St Anthony’s Head
16-17
Route improvements – enhancing the
‘cultural corridor’
18
Part 2: Stepping forward – Proposals
to build on the legacy of
the Unlocking our Coastal
Heritage project
39-46
The opportunity and rationale for
future investment
47
Project overview
48
Project proposals
49-50
Strand 1: Improving the path network
and building resilience
51
In focus: National Trail Quality Standards
52
Strand 2: Improving gateway sites
Case study: Watermouth Cove
53
In focus: Poltesco
19
Case study: Making the Coast Path
more accessible
54-55
Strand 3: Information provision
20-21
Education and interpretation –
discovering the ‘cultural corridor’
56
In focus: Farm information panels
57-58
Strand 4: Protecting our Coastal Heritage
22
Case study: The Portland Legacy Trail
59
In focus: Combe Martin’s silver mines
23
Case study: The UK’s first digital
fingerpost signs
60
Strand 5: Exploring our Coastal
Heritage walks
24-25
Business engagement
61
In focus: Telling the story of our coast
26
Case study: Tourism Toolkit
62-63
Strand 6: Marketing and communications
27
Case study: Support from local businesses
64
In focus: Culture on the Coast
28-29
Marketing and promotion
30-31
Case study: Promoting the Coast Path
in Germany
65-67
Strand 7: Working with local communities
and businesses
32
Partnership working
33
Case study: Walks from the railway
34
Case study: The Great South West Walk
35
Case study: The ongoing partnership
36-37
The Economic Growth delivered
by the project
38
Issues and Lessons learnt
In focus: Walkers are Welcome in
Winchcombe
68-69
Strand 8: Fundraising Plan
70
Strand 9: People: Trainees and volunteers
71
In focus: The Conservation Volunteers
72
Management and delivery
73Funding
74-75
Project Outcomes
76-77
Top 10 facts about the SWCP
Part One
Completion Report
An overview of the aims, objectives
and achievements of the ‘Unlocking our
Coastal Heritage’ project with selected
highlights illustrated as case studies.
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Unlocking our Coastal Heritage Project / At a glance
30
heritage sites improved
EXPENDITURE BY COAST PATH
WALKERS INCREASED BY
14%
TO £436 MILLION
NUMBER OF FULL TIME JOBS
SUSTAINED INCREASED BY
998 TO 9771
159 path
IMPROVEMENTS COMPLETED
86 new
interpretation panels installed
1058
people received training
Visits increased from
7.8 to 8.6 million / year
77%
growth in
website traffic
OVER £2 MILLION OF EDITORIAL
EQUIVALENT VALUE PUBLICITY GENERATED
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The Unlocking our
Coastal Heritage Project – at a glance
Project Aim:
To increase the economic value of the South West Coast Path by protecting and enhancing
heritage features, improving the quality of the route and working with businesses to improve
the facilities and information provided to visitors.
Outcomes:
• The profile and reputation of the Coast Path improved so
that it is now valued much more as a ‘cultural corridor’ with
a wealth of historic, artistic and cultural heritage – as well
as its more recognised environmental quality.
• In 2013 for the 2nd time in a row the South West Coast
Path was voted ‘Britain’s Best Walking Route’ by the readers
of the Ramblers Walk’ magazine
• SWCP presented with the ‘Outstanding Contribution
to Tourism Award’ at the South West England Tourism
Excellence Awards 2013-14.
• The project was able to capitalise on the extent of the
love of the Coast Path from local people and businesses.
In working closely with the SWCP Association (a charity)
we were able to harness this support, through initiatives
such as the 2013 Great South West Walk which attracted
over 1000 walkers. The money raised by this series
of sponsored walks and other fundraising generated
donations of £153,000 from businesses and £88,000 from
the public. This enabled the project funds to reach even
further, and by engaging with users and businesses for the
work to be targeted to where it was most needed.
• The SWCP Association has significantly changed how
it operates. It is committed to continue to increase the
support it can provide by increasing volunteer input to
help care for the path, and through the recruitment of
a Business Development Manager to continue fundraising
from businesses and individuals.
• The delivery of this project has strengthened the
partnership between the many public, private and
charitable organisations that manage and benefit from
a high quality Coast Path. There is a strong desire to
maintain these partnerships and build on them using the
Coast Path as the common thread that links together
similar projects across the region. This approach provides
a consistency of quality which is important for users, whilst
offering good value by sharing good practice
and overheads.
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Unlocking our Coastal Heritage Project / At a glance
Budget£2.83 million of funding, provided by:
£2.09
MILLION
Rural Development Programme
for England (RDPE)
£180,000:
PARISH, TOWN AND
COUNTY COUNCILS
£88,000: Natural England
£189,000
DONATIONS FROM
TOURISM BUSINESS
£52,000
Other charities,
grants and trusts
Public donations via the
SWCP Association
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Target and Outputs
Action
Target
Delivered
Notes
RDPE expenditure
£2.1 million
£2.1 million
All but 0.5% of the grant offered was used.
Match funding secured
£440,000
£662,807
We were able to increase the amount delivered by attracting
additional funding from public, private and charitable sources.
Uplift in annual expenditure by SWCP users
£21.6 million
£54.4 million
Uplift in number of full time equivalent jobs
supported by SWCP user expenditure
299 jobs
998 jobs (from
8,733 in 2010 to
9,771 in 2012
Day visitors
546,959
824,249
Staying visitors
239,041
-92,833
These targets were based on desktop research using the best data
available at the time of the project submission. The monitoring
and evaluation research commissioned as part of the project
was able to provide more robust understanding of staying visitor
movements within the region whilst on holiday, which when
linked to Great Britain Day Visits Survey (GBDVS) enabled
the overall estimate of the volume and value of the Coast Path
to be more accurately calculated. As GBDVS data for 2013 has
yet to be released the delivery figures quoted are for 2012, and
it is anticipated that the 2013 data will show continued growth.
Additional number of tourist visits
The South West tourism industry as a whole saw a downturn in
staying visitors during 2012 due to a combination of the recession,
Olympics, Jubilee, and an exceptionally wet Autumn – but this was
offset by a substantial increase in day visits
Conserve and restore cultural, historical
and archaeological sites. These include mining
infrastructure, ancient monuments and
coastal defence features.
30 sites
30 sites
Due to issues with obtaining consents, 2 of the original sites were
replaced with alternatives that delivered similar benefits.
Major route improvements to make the
Coast Path safer and more attractive to walk.
4 sites
4 sites
In addition to these major 4 route improvement projects, 155
small scale path improvements were completed, most with the
help of donations from local businesses and the general public.
Accessibility improvements to enable people
with reduced mobility to enjoy more of the
SWCP
16 sites
22 sites
The over delivery on this target was thanks to additional funding
from local businesses and the general public.
To install interpretation and information
panels along the route, to improve users
understanding of where they can go
and what they will see.
50 sites
86 sites
The over delivery was a result of the demand from tourism
businesses for information about nearby walks, which they were
willing to help fund.
Upgrade the content, design and functionality
of the SWCP website
3 major upgrades
3 major upgrades
The improvements to the website along with ongoing promotion
resulted in the number of annual visits growing by 77% from
323,000 in 2010 to 574,000 in 2013. 16% of visits were
non-UK with the top 5 countries being Germany, USA,
Netherlands, Australia and Canada.
Downloadable short walks added to
the website to inspire Coast Path users
to explore new areas and increase their
understanding and appreciation of the coast,
its heritage, wildlife and management.
265 walks
616 walks
The increase was linked to the demand from Coast Path users
and local businesses for a wider variety of walks, with alternative
start points. In total during 2013 these walk pages received
566,000 views. 100 of these walks were written specifically
to be attractive to families. In addition, in partnership with
a local publisher 5 walk books were published.
Number of participants completing SWCP
training.
843 people
1058 people
This was delivered through the local tourist organisations,
and by the SWCP Team.
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Unlocking our Coastal Heritage Project / Executive Summary
Executive Summary
Unlocking our Coastal Heritage is a project that ran from June 2010 to March 2014, led
by the South West Coast Path Team (the organisation that coordinates the management
of the National Trail), with the main funding being £2.1 million of investment from the
Rural Development Programme for England.
Due to the size of the project area (630 miles of path in 4
counties), delivery involved a wide partnership that included 6
Highway Authorities, the National Trust, the South West Coast
Path Association, 5 AONB Services, Cornish Mining and Jurassic
Coast World Heritage Site Teams, Town and Parish Councils
and the region’s Destination Management Organisations.
The project’s overall aim was to increase the economic
value of the South West Coast Path by protecting and
enhancing heritage features, improving the quality of the
route and working with businesses to improve the facilities
and information provided to visitors. This aim has been met
with most outputs surpassing the targets that had been
set. Monitoring research undertaken as part of the project
evaluation indicating that SWCP walkers spent around
£436m during 2012, an increase of almost 15% since the
start of the project. This expenditure supports 9,771 full-time
equivalent jobs (an increase of 998 since 2010). The majority
of this spend (76%) was attributable to staying visitors
(£333.2m) and 24% (£102.9m) day visitors
This substantial growth has been achieved through a range
of integrated activity and key projects that combined have
raised the profile of the SWCP as a ‘cultural corridor’ with
a wealth of historic, artistic, and cultural heritage – as well as
its more recognised environmental quality. By so doing, the
quality of the SWCP has been improved, new users attracted
and engaged, repeat visits increased and expenditure with
local businesses rose.
Although the Coast Path is a ‘public good’ in that it is available
to all without charge, this project is notable in its success
in attracting over £200,000 of donations from tourism
businesses and the general public towards projects to
improve the route. This demonstrates the value that the local
community places on having a high quality Coast Path either
for their own, or their customer’s benefit.
The project leaves behind a truly staggering legacy and
a story that is now beginning to be told of the coastal
heritage and opportunities that make up the ‘cultural corridor’
of the South West Coast Path National Trail. Part two of this
report outlines proposals to build on this work to further
increase the environmental, social and economic benefits that
the South West Coast Path provides.
© Andrew Den Bakker. The ruins of
Carn Galver engine house in setting
More details of the individual
projects can be found at
www.southwestcoastpath.com/UCH
sunlight
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Diagrammatic view of how the project has delivered economic growth
through investment in green infrastructure.
Conserving
and enhancing
heritage features
Improvements
to the path
and surrounding
landscape
Reaching
consumers
through
businesses
Better and more
widely available
information
Greater enjoyment
Improved experience
Increased usage
(+731,000 users)
and visitor spend
(+£54.4 million)
Economic Growth
+998 fte jobs supported
Promotion
and marketing
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Unlocking our Coastal Heritage Project / The Uplift of Cultural Sites
The Uplift of Cultural Sites
on the South West Coast Path
Project Aim:
To conserve and restore 30 individual cultural, historic and archaeological monuments
along the route of the SWCP. This includes mining infrastructure, ancient monuments
and coastal defence features.
Overview
The people living, working, worshipping and occasionally
fighting along our coastline over thousands of years have
left their mark on the landscape and a rich heritage and
cultural asset. As a result, distributed along the full length
of the SWCP, historically and archaeologically significant sites
abound; from mining infrastructure to ritual burial sites, and
from modern signal and lookout stations to ancient defensive
fortifications.
However many of these features are at risk of being lost
or irreparably damaged, or have potential to be opened up
to a wider audience. The project enabled conservation and
enhancement work to be completed at 30 sites, and so gives
visitors new insights into our heritage and safeguarded these
sites and features for generations to come.
The new information discovered about the sites is being
disseminated through new interpretation panels on many
of the sites, updated walk information on the SWCP website,
with the research reports being made available online
and added to the Devon and Cornwall County Historic
Environment Records.
A further benefit of this part of the project has been
the development and retention of specialist skills by the
contractors who worked on it. Invariably they have been
very proud and passionate about ensuring their work
matches that the craftsmanship of the previous generations
who built or worked on the structures, and will be seen by
generations to come.
Choosing the most important sites to work on, out of the
many worthwhile contenders, was a challenging exercise
carried out by the County Archaeological Teams and English
Heritage in consultation with the National Trust and other
landowners. Whilst safeguarding these heritage features
preserves them as an important draw for visitors, the work
is of minimal benefit for landowners and so without the project
funding it is unlikely the work would have been completed.
Throughout the work programme the public was encouraged
to get involved. For instance during the work at Gunwalloe
on the Lizard, Exeter University students worked on the
excavation and over 500 volunteers took part in the project
open days on this site alone.
© Mike Hardy. The excavation at Gunw
alloe
Locations of Heritage projects
“Not only has this project revealed some thrilling new
information on sites under threat which has subsequently
allowed them to be accessed, better understood and
appreciated but it has also enabled us to directly involve
people with their heritage, working with a range of groups
from local volunteers to school and university students”
James Parry (National Trust Archaeologist)
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2
3
4
24
26
25 27
28
29
30
5
9
10
8
7
17
6
14
15
18
19
23
20
16
21
22
13
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Key:
1
Wind Hill
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Winnianton, Gunwalloe
21
West Soar
2
Hillsborough
12
Poltesco
22
Hallsands
3
Embury Beacon
13
St Anthony’s Head
23
Torcross
4
Willapark
14
Carne Beacon
24
High Peak
5
Park Head
15
Nare Head
25
Beer Head
6
Crane Castle
16
Dodman Point
26
Berry Camp, Branscombe
7
Godrevy Barrow
17
Black Head
27
Mason’s Trail
8
Porthmeor Stamps
18
St Catherine’s Point
28
Golden Cap
9
Kenidjack
19
River Erme
29
Hardy’s Monument
10
Cot Mil
20
Burgh Island
30
Kimmeridge Fossil Museum
Detailed information about the work undertaken on each of the historic
features can be found at www.southwestcoastpath.com/UCHHeritage
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Unlocking our Coastal Heritage Project / The Uplift of Cultural Sites
Case Study:
Hardy Monument
© National Trust. Hardy Monument
restored to its former glory
The Hardy Monument lies on the South
Dorset Ridgeway part of the SWCP near
Portesham and is an iconic feature of the
Dorset landscape. It was built in 1844 by
public subscription in memory of Vice
Admiral Sir Thomas Hardy who had a
distinguished naval career, most famously
as flag captain on Nelson’s ship, HMS
Victory at the Battle of Trafalgar.
The site for the monument was chosen because
the Hardy family (who lived in Portesham)
wanted a monument which could be used as a
landmark for shipping. The monument has been
shown on navigational charts since 1846 and is
visible from a distance of 65 miles.
The monument was acquired by the National Trust
in 1938. Prior to being restored as part of this
project, it was in a poor state of repair and unsafe
with falling masonry and cracking stonework.
The restoration work saw the replacement of
nearly 200 stones and 60% of the 72 foot high
monument re-pointed. The lime mortar used
for the re-pointing matches the original mortar
specification and will allow water to evaporate
through the mortar rather than the stonework,
and so will protect the stonework better from
future erosion than previous repair attempts.
Work was also carried out on the internal
staircase making it possible for visitors to once
more climb the 84 steps to the top for the
far-reaching views of the coast from Start Point,
through to the Needles on the Isle of Wight.
© National Trust. Work in progress
This project was delivered in
partnership with the National
Trust and the National
Trust Members Association
who matched RDPE funds
with money secured from
fundraising activities.
Case Study:
St Anthony’s Head
From the late 19th century through the Second World War
the fortifications at St Anthony’s Head, along with the castles at
Pendennis and St Mawes have long played an important strategic
role in defending Falmouth and the estuary from attack.
Through the project, extensive work has taken place to restore
the Second World War coastal battery at St Anthony’s Head.
As a result, visitors on guided tours can now get a much better
experience and understanding of the fortifications, and can
now visit the main gun battery itself, comprising of two gun
emplacements and an underground magazine where ammunition
was stored during the First and Second World Wars.
© National Trust.- Bill Makin. The restor
ed shell hoist
Of special value to this site are the now restored four handcracked ammunition hoists, one cartridge hoist and one shell
hoist for each gun emplacement. These delivered the highly
explosive material from their protective environment in the
magazine directly to where they were combined for firing.
They represent perhaps the best surviving early breechloading artillery fortress in the United Kingdom and are now
accessible to the public for the first time since the fort was
decommissioned in 1954 and buried under rubble.
© National Trust. St Anthony’s Head
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Unlocking our Coastal Heritage Project / Route Improvements
Route improvements –
enhancing the ‘cultural corridor’
Project Aim:
To improve the enjoyment of the route in key locations via re-alignment, better quality
surfacing and sign-posting
Overview
Research by Natural England and others indicate that people
would go walking more often if they were confident that
routes were well-marked, pass scenic and interesting places,
had no hazardous road sections, had a good surface and well
designed gates and other infrastructure. In order to meet
these requirements and so deliver a high quality experience
for users (and thus increase usage), over 150 projects
to improve the Coast Path and key linking routes were
completed.
At the start of the Unlocking our Coastal Heritage project,
only the larger improvements had been identified, with the
remaining sites identified through consultation with users,
local tourism businesses, path managers and landowners.
The advantage of this approach was that it enabled us to
prioritise the improvement work to those sections with the
greatest need or would deliver the best value for money.
Responding to local needs was also a major factor in
attracting over £200,000 of donations from businesses
and individuals towards these improvements. This funding
was also supplemented by securing contributions from
parish, town and county councils, Natural England, the
National Trust and other charities, grants and trusts.
As well as improvements to the path itself, some of these
projects improved walker’s experience in other ways such
as opening up view points where they had become
overgrown with trees, moving back fencing to provide a wider
corridor, building family play trails, enhancing informal car
parks and much more.
Locations of route
improvement projects
More detailed information about all
the path improvements can be found at
www.southwestcoastpath.com/UCHPath
Steve Church, secretary of the South West Coast Path Association:
“West Penwith is a popular section of the
Coast Path and the improvements will be
of great benefit to the thousands of walkers
that visit the area.”
© National Trust. A new granite footbr
idge being installed in the nearby Kenidj
ack Valley
© Stephen Kiley. Cape Cornwall
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Unlocking our Coastal Heritage Project / Route Improvements
Case Study:
Major Re-routing
Watermouth Cove
The largest single project was a major
improvement to the Coast Path
at Watermouth, in North Devon.
Previously at this location the Coast
Path ran along the foreshore and so was
impassable from mid to high tide.
The only alternative was along the busy A399
road. This section had no footway, and there had
been three serious vehicle / pedestrian accidents
in five years. By moving the trail off-road and
re-aligning the A399, it has created space for
a footpath on the seaward side, meaning that
walkers can now safely use the path regardless of
the level of the tide.
This was a complex project as the road was not
wide enough at this location to accommodate
any width of footway within the carriageway.
To achieve a suitable width the carriageway has
been realigned and moved inland approximately
two metres. While part of this was achieved
by utilising highway verge along the rest the
realigned carriageway encroached onto a private
bank and cutting. Due to the nature of the rock
and underlying ground conditions this cutting
needed to be stabilised by soil nailing and netting.
Once the road had been realigned a footway
was constructed on the seaward side, and a link
to the existing Coast Path below established
with a new flight of steps.
© SWCP Team. Official opening of new
route at Watermouth Cove
The partners for this project were the South
West Coast Path Association and Devon County
Council, and is a great example of a partnership
between the public and charity sectors.
‘It is great that walkers can
at last enjoy this wonderful
stretch of Coast Path without
having to worry about the
tide or risk walking on the
busy road. This is our largest
ever contribution to a Coast
Path improvement project
and has been worth every
penny to ensure walkers’
safety and pleasure for many
years to come.’
Andrew Lack,
Chair of the SWCP Association
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Case Study:
Making the Coast Path
more accessible
While much of the Coast Path is quite strenuous
there are many sections that are far more gentle
where work has been undertaken to improve the
surface and remove potential barriers to improve
access for people with mobility problems, pushchairs,
wheelchairs and mobility scooters. So that people
can find out where the most accessible stretches
of the Coast Path are, the most suitable walks have
been audited and photos showing the path gradients,
surfaces and any gates, along with descriptions have
been uploaded onto the Fieldfare Trust’s Phototrails
website (www.phototrails.org). By providing this
detailed information it enables users to judge for
themselves whether a particular walk is suitable for
them, and their mobility equipment.
The completion of 56 projects to improve path
accessibility and 39 additional routes audited and
publicised on the website means that now, for the
first time, thousands of people with limited mobility
and those with young children in pushchairs are able
to enjoy stretches of the South West Coast Path that
were previously impassable.
“Around 6.5 million people in the UK
have a mobility impairment, so this
improvement work has fulfilled a very
real need. It will enhance the quality
of life for lots of people who in the
past have been unable to enjoy the
fantastic scenery or join their friends
and family on a walk along the South
West Coast Path.”
James Maben, Countryside Mobility SW
© SWCP Team. One of the Countryside Mobility SW scooters on the SWCP at Penrose, Cornwall.
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Unlocking our Coastal Heritage Project / Education and Interpretation
Education and interpretation –
discovering the ‘cultural corridor’
Project Aim:
To improve the quality and quantity of information
about the natural and cultural heritage of the
Coast Path, so as to inspire new visitors and
enhance walker’s enjoyment, understanding
and appreciation of the landscape.
Overview:
Telling the stories that bring the landscape of the Coast Path
to life, adds to visitors’ appreciation and understanding of the
coastline, and enhances their enjoyment of the walk.
Primarily this has been delivered by producing walk
descriptions, for people wanting to go out for a half or full day
walk. These aim to provide visitors with a choice of attractive
walks close to where they are staying, that meet their
interests and abilities, and so encourage them to explore their
local area rather than travelling further afield to visit the more
well known ‘honeypot’ sites. To ensure visitors have access
to walks information both at home and while out and about
they have been made available in many ways, including:
• SWCP website: 616 walks are on the SWCP website
(www.southwestcoastpath.com), with users being able
to filter not only by location, length and difficulty, but also
by various themes and interests such as wildlife, heritage,
geology, pub, cafe, seasonal, family, and dog friendly.
• On third party websites: A feed from the SWCP website
supplies details of the walks to the Interactive Outdoor
Activity Map widget that was developed in partnership
with other RDPE funded Rural Tourism projects in the
region.This widget enables tourism businesses to quickly
and easily maintain up to date information about local
walks, other activities and heritage attractions on their
website. The feed also has potential to be used by partner
organisations and app developers to integrate with their
own interactive mapping.
• In print: In conjunction with a local publisher the best
Coast Path walks have been used in a series of 11 books,
each covering a stretch of the path.
• On mobile phones: The mobile version of the website has
been tailored to meet the need of a day visitor looking for
a short walk, with the assumption that someone planning
a longer break will use a tablet, laptop or desktop. This has
enabled us to provide app like functionality without the need
for apps to be developed for differing operating systems
and drastically reduces the amount of data the user needs
to download. A tabbed web page, provides a zoomable OS
map, and all the walk details they need. Providing their phone
caches the page, it will still work even if they go out of signal
range. The case study on Digital Fingerposts shows how this
is also being used to provide localised information to visitors..
• On information panels: We produced 62 map information
panels with details of between 3 & 6 walks starting from
that location, that can be downloaded onto a smartphone,
or in most cases is also available as a leaflet. These have
been largely funded and are maintained by the campsites,
holiday parks, youth hostels, railway stations, pubs and
hotels where they are installed.
21
© South Devon AONB. New interpretation boards overlooking the ruined village of Hallsands
Locations of map boards
and new interpretation.
The rest of the website has also been completely rebuilt with
expanded information for people considering a multi-day
trip walking the path. To make it as inspirational as possible,
it contains over 4000 photos of views along the path, most
of which have been sourced from users through our annual
photo competition which has been running since 2009.
Alongside the core walk information, new and updated
interpretation has been installed along the path to improve
understanding and appreciation of the wildlife, culture and
heritage, particularly in those locations where work was
undertaken to safeguard heritage features.
In addition we have worked with the Youth Hostel
Association to create educational packs for schools and
families visiting the coast, and with ‘Treasure Trails’ to produce
a series of walking routes with a fun quiz element for great
days out with the family.
A map and details of the information
and interpretation panels provided as
part of this project can be found at
www.southwestcoastpath.com/UCHInterp
22
Unlocking our Coastal Heritage Project / Education and Interpretation
Case Study:
The Wild about
Weymouth and
Portland Legacy Trail
Portland is at the heart of the Jurassic Coast
World Heritage Site but contains three of the
most deprived areas in Dorset. Developing an
improved walking tourism product based on the
area’s unique geodiversity, wildlife and industrial
and military archaeology is seen as a key part of
the area’s regeneration plans.
The Legacy Trail which was part funded through
this project has seen the creation of a series of new
and engaging local limestone artworks along a new
promoted walk from Littlemore to Portland Bill
passing across 20 million years of geological history,
and linking together 6 nature reserves.
Each of the waypoint artworks uses the locally
quarried stone to help tell the story about the
geology of the area, the history of the quarrying
industry and the rare wildlife and flowers that
now reside in the disused workings. They are
also the start of shorter circular walks that
aim to raise awareness of the special natural
environment and encourage further exploration.
As each installation was constructed over several
weeks, this gave local people and visitors a chance
to see the artworks evolve and to chat with the
Shaun Seaman, the dry stone waller who designed
and built them. Particularly noticeable was the
engagement with local teenagers who having
been involved in the construction now have a
sense of ownership over them.
Weymouth Civic Society particularly welcomed
the use of natural materials and were especially
encouraged that the works substantially improved
surrounding spaces.
© Wild about Weymouth. The viewpo
int overlooking Church Ope Cove
“Last Sunday we went for
a walk to Church Ope and
were delighted to see the
information boards back
and the wall rebuilt – all
long overdue. Even more
exciting was the Portland
Stone ammonite depicting
local wildlife which has been
worked into the ground. We
sat on the seat and watched
a good number of walkers
stop and admire it. Well done
and thank you to the powers
that be”.
Comment from a Portland resident about the
Church Ope Cove waypoint.
“I’ve been really impressed by how quick and easy
it was to get the walk on my mobile phone, and
it’s been great to be able to discover a new route
I’d never have known about. I think this new
mobile phone technology will revolutionise the
way walks are planned in the future.”
Andrew Measures, SWCP Walker
Case Study:
The UK’s First Digital Fingerpost
Linked to the new mobile website, we have developed new signs which have a QR code
and Near Field Communication (NFC) chip that can be quickly and easily added to existing
wooden sign posts at key car parks along the Coast Path to upgrade them to ‘digital fingerposts’.
While QR codes, which can be scanned by downloading a free QR reader app, are now
common place, this is thought to the first time NFC chips have been used in the countryside
in this way. The benefits to users are that if they have a NFC enabled smartphone they are
simpler and quicker to use, and take advantage of the touchless technology that is built into
most Android and Windows smartphones. When a phone is gently
tapped against the sign it then instantly opens up a web page with
walks starting from that location. As the NFC chips are cheap,
robust and require no battery power or on-going maintenance
it was fairly simple to add these to our new signs.
As an example of what walker will see when they scan or tap one of these signs,
scan this code or go to m.southwestcoastpath.com/df69/.
© SWCP Team. A digital fingerpost at Seatown in Dorset
Gareth Dickson of Cornish Cottage Holidays:
“We are delighted to be involved with this most
worthy project on the South West Coast Path.
These waymarkers will stand the test of time,
guiding locals and visitors along the coast in this
stunning part of Cornwall for generations to come.”
© Stephen Tew. One of the slate waymarkers in the dunes between Hayle and Godrevy
25
Business Engagement
During the project we have worked closely with tourism businesses to help them make the
most of the path, and with farmers whose land the Coast Path crosses to minimise the impact
walkers can have on their operation.
In conjunction with the Destination Marketing Organisations
in Cornwall, Devon and Dorset, we ran a series of subsidised
training courses. Aimed at rural tourism businesses these
courses focused on walking and cycling and showed how
Green Tourism can have an impact on businesses with
advice on how to develop clear plans to cut costs, improve
sustainability and reap the environmental, marketing and
bottom-line benefits.
As highlighted in the previous section we also produced
much more information about where visitors can go for a
nearby walk. These have been made available to businesses,
with the map information panels and the Outdoor Activity
Map widget to provide bespoke content for their guests.
This aims to inspire new visitors and provide existing
customers with a higher quality experience.
Tourism businesses have also helped identify where path
improvements would be most beneficial to their guests, and
have been very generous in contributing £153,000 to help
deliver them.
The feedback from the tourism industry has been very
positive, and it was very gratifying that the SWCP won the
prestigious “Outstanding Contribution to Tourism” title at the
South West Tourism Excellence Awards 2013-14.
Equally important was our ongoing work with landowners.
Irrespective of whether they have diversified into tourism
with camping and holiday lets, and so directly benefit from
Coast Path visitors, landowners are first to be impacted by
the behaviour of inconsiderate walkers.
The biggest area of ‘conflict’ is caused by irresponsible dog
owners failing to control their pets from chasing stock,
disturbing wildlife or fouling crops. Recognising that such
behaviour is often due to lack of awareness of the problems
and risks of having a dog off a lead, we worked with the
Kennel Club and a livestock farmer, to produce a web page
and short video on keeping your dog happy & safe on the
Coast Path. This has been promoted by the Kennel Club, Your
Dog magazine and on all the 600+ walk descriptions and as
a result is one of the most viewed pages on the website.
We also recommend walkers choose
accommodation, pub and cafés that use
locally sourced produce in their dishes,
as a way of supporting the farmers
and fishermen who help maintain the
coastal landscape.
26
Unlocking our Coastal Heritage Project / Business Engagement
Case Study:
Tourism Toolkit
In partnership with the other South
West Rural Tourism projects funded
through the RDPE programme the
SWCP has produced an online Tourism
Toolkit to help businesses in the South
West attract more visitors. It is made up
of two key elements:
A Tourism Marketing Toolkit: Providing a 5 step
marketing programme to help businesses to
understand who their potential visitors are, best
ways of communicating with them and how to
promote the outstanding tourism offer we have
in the South West.
The Outdoor Activity Map widget: This is an
interactive map that can quickly and easily be
embedded onto a business’s website. It contains
summary details and a hyperlink to around
almost one thousand ideas for days out such
as walks, cycle routes, heritage attractions and
places to visit. The business owners can choose
where to centre the map and can choose
which activities to display on their customised
map. All the information is updated regularly
without the business having to change anything
and more activities are added as more partner
organisations come on board.
The data feed from the widget has also been used
by the Devon Health Partnership to populate and
keep up to date their getactivedevon website.
More details of the Tourism Toolkit can be found
at www.southwestcoastpath.com/tourismtoolkit
The Outdoor Activity Map
Karen Venn of Norburton Hall at Burton
Bradstock said:
“The widget is exactly what
we’ve always wanted for
our website. It provides local
knowledge at the touch of a
button and is ideal for guests
in our self catering cottages.
Our guests can plan to explore
the area in a way that exactly
suits them, all matched to their
interests and their desired level
of challenge. The amount of
detail is amazing and includes
refreshment stops, an elevation
profile of walks, a 3D fly-though
giving an aerial view and even
times of local buses which opens
up large stretches of the Jurassic
Coast and South West Coast
Path to be explored with ease.
I think it’s absolutely perfect!”
© South Devon National Trust. Nation
al Trust volunteers with their new tools
Case Study:
Support from local businesses
The Dart Marina Hotel and Spa is just one of the many businesses who
have contributed to Coast Path projects. They donated a complete new
set of tools to the National Trust South Devon Countryside Volunteer
Ranger Service. These tools have already enabled the Volunteer Rangers
to improve the steps and drainage on a nearby section of Coast Path
and on the popular walk up to the Civil War fort at Gallants Bower
on the edge of Dartmouth.
Paul Downing, manager of Dart Marina Hotel, said:
“Everyone at Dart Marina is immensely proud
that we have been able to do our bit. It has
given us all such a positive feeling to be able
to help the local volunteers who work on the
Coast Path and we’re also thrilled to have done
something to benefit local people who love to
walk that stretch of the path.”
© Gallants Bower. South Devon AONB
28
Unlocking our Coastal Heritage Project / Marketing and Promotion
Marketing and promotion
This was an important part of the project, which played a key role in increasing usage and visitor
spend. With the growth in cheap air travel, consumers now have a wider choice of destinations
than ever before. To compete it is vital that we not only have a world class product to offer but that
potential visitors find out about it through the right channels that reach key markets.
A total of £130,000 was spent on marketing and promotion
during the project, which helped to secure strategic product
placement and advertising, as well over £2 million of editorial
equivalent value, with positive coverage in local, national and
international print and broadcast media. This was delivered
by the SWCP Team’s Communications and Project Officer,
through proactive and reactive media relations and a Public
Relations (PR) strategy.
This involved coordinating the work of an external PR
agency, as well as working alongside project partners on joint
campaigns.The aim was to raise awareness of the Coast Path
and its related products, drive interest among walkers and
encourage increased and repeat visits. In doing so, the brand
profile was raised among the UK and international markets.
Social media
Alongside the Marketing and promotional activity, the
SWCP has developed a substantial social media presence
on Facebook and Twitter, both of which have proved useful
in conversing with our core audience of Coast Path walkers.
We’ve found we can engage with them on a meaningful basis
that helps to keep us informed about their interests. Twitter is
particularly useful to engage with journalists and businesses.
Both platforms have seen a 100% year
on year increase in followers during the
course of the project,
Website
As well as the uplift in the amount spent by Coast Path
walkers, the impact of this publicity can be seen in the
growth in visits to the SWCP website. While the number
of visitors to the websites of the UK’s other National Trails
remained virtually static between 2010 and 2014, with each
Trail averaging around 70-75,000 unique visitors per year the
SWCP site saw an increase of 77% from a 2010 baseline. In
2013 the SWCP received 342,000 unique visitors, 574,000
total visits and over 2.1 million page views. The growing
international reputation of the Coast Path is demonstrated
by 92,000 (16%) of these visits being from outside the UK,
with the top 5 countries being Germany, USA, Netherlands,
Australia and Canada.
29
HIGHLIGHTS FROM THE MEDIA COVERAGE INCLUDES:
Coast Path
The South West
Discover
orset’s
SecretDB
eaches
k
Coast wal
The ultimate
1,000 gloriou
Coast Path rolls
into one
The South West
, cove, sand and sea
kilometres of cliff picked the very best bits,
epic trail. And we’ve one day, a weekend, or a
so whether you have
the sea...
enjoy life beside
full week, you can
The best picnic spot on the Coast Path
In May 2012 we teamed up with the Western Morning News
to run a competition to find the West Country’s Best Picnic
Spot on the Coast Path with a prize of a locally sourced
food hamper. The campaign ran over a few weeks in summer
and generated hundreds of column inches from launch to
announcement of the winner – Kynance Cove, which was
subsequently picked up by national media. It raised awareness
of the brand among a regional and national audience and
highlighted its unique selling points of the various protected
landscapes along its route.
Photography competition
From announcing judges to revealing winners, we’ve achieved
valuable coverage for the annual photo competition, not
only in national papers such as The Telegraph but also the
photographic press. In addition, the calendar that is produced
using the winning photographs is regularly featured by local,
regional and national media with excellent sales results, which
includes a contribution from the profits to South West Coast
Path improvement projects.
Seasonal walks
From the best summer family strolls to our pick of the best
wildflower walks, our round-ups of themed and seasonal
walks have proved a hit with both long lead and short lead
national and regional press, from specialist titles such as
Country Walking to Women’s Magazines and the national
newspaper weekend travel supplements.
s
If you ge
t off the
beaten tra
discover
ck you wil
some ver
l
y specia
along the
l beaches
South We
st Coast
Path
Words
16 DORSE
T
by alex
green
Septem
ber 2013
dorsetmagaz
ine.co.uk
Unlocking our Coastal Heritage
In addition to promoting the product that is the South West
Coast Path and its variety of short and long-distance walking
routes, the new walks books have been widely promoted, the
new website appeared in the Daily Mail’s website of the week
and the various strands of Unlocking our Coastal Heritage
have been supported with PR and marketing activity.
There has been widespread media coverage of the
investments made into making the Coast Path more
accessible, various interpretation projects such as the
digital fingerposts, as well as the conservation of historic
monuments, which served as the cornerstone of the entire
Unlocking our Coastal Heritage project.
Titles that covered these stories included Countryside
Magazine, Countryfile online, In Britain, the Archant Life
series of county magazines in the South West, as well as the
Western Morning News, the West Briton and other local
print and broadcast media.
30
Unlocking our Coastal Heritage Project / Marketing and Promotion
Case Study:
Promoting
the Coast Path
in Germany
About half of the overseas visitors
to Devon and Cornwall are from
German speaking countries and tend
to spend more than domestic visitors.
Building on the awareness of the
region as a holiday destination among
the German market is clearly a priority
for the region’s Destination Marketing
Organisations and Visit Britain.
Through the project the SWCP Team worked
with Visit Devon and Visit Cornwall on a media
campaign aimed at increasing German media
coverage of the region which included journalist
visits, press events and travel-focused news feeds.
The campaign reinforced images of the region as
being fantastic for walking, with beautiful scenery
full of literary connections, while also enhancing
perceptions of the diversity of what is on offer
for visitors.
As a result of this campaign,
the SWCP regularly featured
in German travel media, and
most notably as one of the
episodes in a series entitled
-“Wanderlust! Europe‘s Most
Beautiful Hiking Trails” for
state broadcaster ARTE TV.
This is a 10-part series of 45-minute
documentaries and new media for the GermanFrench Cultural Channel ARTE, coproduced
by SWR/ARD (German Public TV) featuring
Europe’s Most Beautiful Hiking Trails.
The South West Coast Path also featured
prominently in the German press, including a
travel feature in the daily regional “Augsburger
Allgemeine Zeitung” on 29th May 2012, which
appeared as a result of a press trip hosted by
Visit Cornwall and the SWCP.
Augsburger Allgemeine has a circulation of
222.170 and reaches great parts of Southern
Germany. The article describes the South West
Coast Path in a positive and inspiring way,
including a detailed info box mentioning all
important websites. This was a great promotion
of family and outdoor holidays in Cornwall for
the German market.
Figures from Visit Britain show that there was a 14 per
cent increase in German tourists visiting the South
West England in 2012 — to 215,000 — while visitor
numbers from other countries have been falling. At
the same time, the total number of Germans visiting
the UK as a whole rose by less than one per cent.
This increase in German visitors to
the Coast Path has also prompted
a publisher to embark on a
German language version of their
guidebook to the SWCP.
© SWCP Team. Filming “Wanderlust! Europe’s most beautiful hiking trails”
32
Unlocking our Coastal Heritage Project / Partnership working
Partnership working
The delivery of this project was coordinated by the South
West Coast Path Team, who worked closely with many
other organisations whose local staff were able to deliver
the projects.
The key partners were:
The South West Coast Path Team coordinates the
management and promotion of the Trail. Its core team,
largely funded by Natural England consists of a National Trail
Officer, a Communications and Project Officer with a parttime Administrative support. This was boosted during the
project with the addition of a Project Manager, a Commercial
Partnership Officer and additional Administrative support.
Devon County Council host the SWCP Team on behalf of the
Trail Partnership. The local authority acted as the accountable
body for the project, and provided Finance support. Its Historic
Environment Service provided technical advice and support in
delivering the Heritage conservation projects, while the Public
Rights of Way Team delivered path improvements.
The National Trust is the largest landowner on the Coast
Path and manages 185 miles of the Trail. It undertook the
conservation work on the heritage features in its ownership,
along with numerous path and coastal corridor improvements.
The South West Coast Path Association is a charity
representing users of the Trail. By increasing its volunteer
and fundraising activities, it helped identify projects and
in conjunction with the Commercial Partnership Officer
employed by the SWCP Team, raised over £200,000 from
individuals and businesses. A key part of this fundraising
was the 2013 Great South West Walk.
Exmoor National Park Authority, Cornwall Council, Plymouth
City Council, Torbay Coast and Countryside Trust and Dorset
Countryside Service, helped with the 2013 Great South West
Walk and identifying and delivering path improvements.
The AONB Services in North, South and East Devon, Dorset
and Cornwall AONBs also helped with the Great South West
Walk, and management of some of the Heritage conservation
projects, the creation of improved interpretation and
landscape enhancements.
The Cornish Mining and Jurassic Coast World Heritage Site
Teams, and the English Riviera Geopark Team, helped provide
new interpretation and information and collaborated on
promotional activity.
Visit Cornwall,Visit Devon and Destination Dorset organised
Business Training courses and worked with the Team on
promotion of the Coast Path in the UK and internationally.
Many other organisations were involved in the delivery of
specific projects and these include; Devon and Cornwall
Rail Partnership, Durlston Country Park, the Youth Hostel
Association, National Coastwatch Institute, RSPB, along with
many parish and town councils.
Numerous businesses have been essential to the success
of the project. They have helped identify where work was
needed, donated money and time towards projects and have
improved the quality of the information they provide to
their customers.
Maintaining and developing these successful partnerships is
a key part of the proposals outlined in the second part of the
report that will further increase the environmental, social and
economic benefits that the Coast Path provides.
Details of the partners and the projects
they helped deliver can be found at
www.southwestcoastpath.com/
UCHPartners
ST IVES
LELANT STATION
EX
AL
ST JUST
PENLEE
PArK ArT GALLErY
AND mUSEUm
10
ErNE
rOA
STrEET
E
MARAZION
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HEA
SOUTH W
EST COAST
PATH
ST MICHAEL’S MOUNT
HUMPHRY DAVY STATUE
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EA
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NEWLYN
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rf
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rB
BA
Stanhope Forbes 1857 – 1947
Abbey Slip, 1921, Penlee House Gallery
© The Artist’s Estate / Bridgeman Art
Library
MOUSEHOLE
P
HArBOUr
6
rT PIEr
i
ON
ZI
rA
mA
ALBE
PENZANCE
PHOTO: KATE BENCE
LANDS END
PHOTO: JOHN RAY, CORNWALL
LAMORNA
SOUTH
ST MICHAEL’S MOUNT
TO
PHOTO: JAAP GAASENBEEK
NEWLYN HARBOUR
ABBEY SLIP
D
N
7
WET
DOCK
ST BURYAN
ST ERTH STATION
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AY
SEW
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P
SENNEN
COVE
LANDS
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PENZANCE
P
P
8
mOrrAB
GArDENS
DrIVE
PENALV
3
CLArENCE
D
AD
PHOTO: DEAN FEAST, CAMBRIDGE
P
9
rAB
mOr
EGYPTIAN HOUSE
LUDGVAN
HOSPITAL
PHOTO: JULIAN ELLIOTT
fOOTBALL
CLUB
PHOTO: JENNIFER ROWLANDSON
AD
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CLUB
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TON
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PHOTO: JENNIFER ROWLANDSON
CARBIS BAY STATION
rUGBY
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Om
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COAST PATH BETWEEN LANDS END
AND SENNEN COVE
SOUTH WEST COAST PATH
ST IVES STATION
PENDEEN
CAPE
CORNWALL
PHOTO: JUNETTE BENNETTS, ISLE
ST IVES
SOUTH WEST COAST PATH
PATH
OAST
EST C
YN
WL
NE
MINE SHAFTS AT CAPE CORNWALL
TH W
TO
MOUSEHOLE HARBOUR
COAST PATH
WEST
PORTHCURNO
THE
MINACK
ST COAST PATH
PORTHCURNO
WAL KS
PENZANCE TO
MOUSEHOLE
financial assistance from the Designated
PE NZ AN CE STAT IO N
Distance: 2.5 miles
GraDe: easy
An easy saunter along the coast
path to Marazion, which is linked
by causeway to St Michael’s Mount,
once a Benedictine Priory and later
a medieval fort. The return route
along St Michael’s Way travels across
Marazion Marsh which is particularly
popular with over-wintering birds.
Community Rail Development Fund,
LAMORNA
LOGAN ROCK
frOm
MARAZION VIA
LUDGVAN
Distance: 3.5 miles
GraDe: easy
A gentle amble along the sea
front through the fishing port of
Newlyn with its medieval harbour,
to Mousehole, described by Dylan
Thomas as the prettiest village in
England. Catch the bus back or return
the same way.
This board has been produced with
LOGAN ROCK
PHOTO: RAY CULMER
SOUTH WE
PHOTO: TERRY HAWKES
“The development of day walks and short
breaks along the Coast Path combined with
scenic train rides using the region’s branch
lines, is a great way for residents and
visitors to experience our beautiful coastline
with minimal impact on the environment.
This project has been a fantastic
collaboration between the South West Coast
Path Team, the Devon and Cornwall Rail
Partnership, and Town Councils.”
SOU
OF SKYE
ST. AGNES
PHOTO: ANDREW TRENOWETH,
PHOTO: DANIEL BARBARY.
ZENNOR
MERMAIDS COVE
CROWN ENGINE HOUSES
backed by the Department for Transport,
Network Rail and the Association of
PENZANCE TO
ST IVES
Distance: 41.5 miles over 3/4 days
GraDe: strenuous
A three/four-part hike along the South
West Coast Path - around England’s
most
westerly point, taking in spectacular
coastal views, a wealth of wildlife and
several thousand years of human history,
from standing stones and chambered
carns to copper and tin mines. Buses
link
all the stages between the two towns.
Community Rail Partnerships.
PENZANCE
TOWN TRAIL
POINTS OF INTEREST IN PENZANCE
The iconic Davy Statue in the 6 Historic
wet-dock Harbour
old Market Place overlooking
area.
Market Jew Street.
7 Art Deco Jubilee open air sea
Art Deco ‘Savoy’ Cinema one
water Lido and St Anthony’s
of the oldest cinemas in the
Gardens.
country.
8 Morrab Sub-tropical Gardens
St John’s Hall - reputed to be
laid out in the Victorian era
the biggest ‘all granite’ Town
with the independent Morrab
Hall in the country.
Library.
4 Egyptian House built
in 1836 9 Penlee Park and Gallery
and owned by the Landmark
featuring the national
Trust in the historic Chapel
collection of the ‘Newlyn
Street.
School’ of art.
5 St Mary’s church rising
10 Penzance Promenade
above the classic view of the
leading to Newlyn with the
Abbey Basin immortalised by
spectacular views of Mounts
Stanhope Forbes.
Bay.
SYMBOL KEY
1
2
Distance: 2.5 miles
GraDe: easy
A tale of admirals and smugglers.
pirates and rebels. From the
Iron Age to Art Deco, all lavishly
illustrated in a host of fascinating
features in this leisurely stroll around
the streets of historic Penzance.
Books available from Penzance
Tourist Information Centre.
Rail Station
Bus Stop
i
Tourist information
For times and travel information, visit:
3
FOR OTHER WALKS ALONG THE
PENZANCE TOWN COUNCIL
SOUTH
WEST COAST PATH GO TO
Scan the QR codes with your smart
phone to download route details for
the walks.
European Agricultural Fund for Roral
Development: Europe investing in
rural areas.
Design and illustration by inspirations.uk.net
Richard Burningham MBE, Devon and Cornwall Rail Partnership
© Imagerail.co.uk. The train to St Ives
Case Study:
The 2013 Great
South West Walk
2013 was the 40th anniversary of the founding of the SWCP
Association. As a way of marking the occasion and ‘putting 40
years of love back into the Coast Path’ the idea of a Great
South West Walk was born. Coordinated by the SWCP
Association and the SWCP Team, the event saw the whole 630
miles of the path walked as a series of 56 sponsored walks,
each guided by a local expert, including rangers and wardens
who look after the path.
The promotion of the event was supported by a huge number
of public, private and voluntary organisations, including media
partners such as the local BBC radio stations, Western Morning
News and Cornwall Today. National TV and press also covered
the event with over 120 articles appearing about the Coast
Path and the walk.
Over 1000 walkers took part and the money they raised
through sponsorship, and donations from 70 businesses, was
used enabling 130 improvement projects to be delivered to a
total value of £640,000 – far exceeding the original target of
£250,000 and 50 projects. More details of these projects can
be found at www.southwestcoastpath.com/GSWW2013
Plans are now underway to follow this up with an annual
fundraising event ‘The Great South West Walks’, which will
entail 100 guided walks taking in the best of our coastline over
9 days in September.
© Richard Taylor. Pentire Head near Polzeath
35
Case Study:
The ongoing and
evolving partnership
As a direct result of the success of this project
two new posts have been created within the
partner organisations to continue to build on the
momentum of all that has been achieved.
During the project the SWCP Association has
grown hugely in stature. It plans to continue to
grow as a charity and be the fundraising arm that
helps bring in funds for future SWCP projects. It
will also increase the amount of volunteer input
into caring for the path.
To support this, the National Trust along with the
six Highway Authorities who manage the path
are helping fund a post of Business Development
Manager to continue the work of the project’s
Commercial Partnerships Officer. Based on track
record and feedback from businesses and the
public who sponsored projects this post aims to
raise £100,000 per annum to be used as match
funding for future projects.
The National Trust South West region has
created a new role of Coastal Engagement
Programme Officer. This is due to the significant
benefits realised by the organisation through
the project and the potential to maintain this
momentum.
© nickwilliamsphotographer.co.uk. Staff
and volunteers from the SWCP Team,
Association and National Trust at the
South West Tourism Excellence Award
s 2013-14
The purpose of this role is to engage with
external partners on coastal issues and work
with them as they work up to the project
proposals for the 50th anniversary of Enterprise
Neptune in 2015 and beyond. The ‘Coast’ is also
a key component of the “Getting outdoors and
Closer to Nature Programme” to be delivered
over the next 5 years.
Together these posts will
further strengthen the
partnership built by the
Unlocking our Coastal
Heritage project and help
develop and deliver future
regional projects.
36
Unlocking our Coastal Heritage Project / Economic Growth
The Economic Growth delivered by the project
Project Aim:
To increase the economic benefits derived from visitors by attracting higher spending visitors,
increasing use in the shoulder months and off-season, and provision of an integrated marketing
and promotional campaign
The South West Research Company was commissioned to
provide a robust monitoring and evaluation framework to
estimate visitor spend and the effectiveness of the Unlocking
our Coastal Heritage project in delivering economic growth.
This company specialises in tourism research and its other
clients include the South West Tourism Alliance and many
of the region’s Destination Management Organisations.
The core of the research was 2,481 face to face interviews
with a minimum of 200 surveys undertaken in coastal, urban
and rural locations per county. This gave an understanding of
staying visitors’ movements on holiday, taking into account
leakage out of coastal locations and additional spend coming
in from other areas.*
The economic value of the SWCP in 2012
During 2012, the number of staying visitors to the South
West declined compared to 2011, but this was offset by a
substantial increase in day visits. The reason for this is thought
to be a combination of the recession, Olympics, Jubilee,
and an exceptionally wet Autumn. It is anticipated that the
further improvements to the path and its promotion along
with better weather and economic conditions will have led
to increased numbers of Coast Path walkers and associated
spend during 2013. The figures for the 2013 Great Britain
Day Visits Survey by Visit England have yet to be released.
More details of the economic uplift created by the project can
be found at www.southwestcoastpath.com/UCHResearch
Cornwall
Devon
Dorset
Somerset
Total
Total Number of SWCP Users
(excludes non-tourism use such as regular dog walkers)
2,254,947
3,216,259
2,738,959
380,532
8,590,698
Total SWCP User spend
£172,683,102
£ 157,402,419
£ 94,504,846
£ 11,592,751
£ 436,183,118
Total business turnover supported by SWCP activity
£250,934,000
£ 227,411,000
£ 131,191,000
£ 13,731,000
£ 623,267,000
Associated full time equivalent employment associated
to SWCP user spend
4,129
3,514
1,924
203
9,771
The growth in economic value of the SWCP between 2010 and 2012
2010
2011
2012
Total Number of SWCP Users (excludes
non-tourism use such as regular dog walkers)
7,859,281
8,013,587
8,590,698
Total SWCP User spend
£ 381,768,336
£ 424,752,616
£ 436,183,118
Total business turnover supported by SWCP activity
£ 543,819,000
£ 602,731,000
£ 623,267,000
Associated full time equivalent employment associated
to SWCP user spend
8,733
9,600
9,771
* The research was modelled alongside national datasets (including the Great Britain Day Visit Survey) to allow for an overall estimate of the volume and value
of the Coast Path to be calculated. The Gross Value Added (GVA) and employment estimates were then calculated using ONS and Cambridge model data.
37
The importance given by walkers to
various attributes when choosing a walk.
Wheelchair or pushchair friendly
Important
14%
Very Important
27%
Information available on a smart phone
29%
A challenging route
43%
Nearby pubs
Nearby cafes
59%
Information available on a website
59%
69%
Good path surface which is reasonably mud-free
71%
Places to sit & relax
Information in printed books & leaflets sold locally
72%
Being able to see wildlife
72%
74%
Stiles, gates & steps etc. that are made out of natural materials
(e.g stone or wood rather than plastic or metal)
79%
Information panels along the path/route
79%
Stiles, gates & steps etc. that are easy to use
81%
Having destinations & distances on fingerposts
81%
Not being overgrown with vegetation
86%
Path being away from roads
88%
A clearly signposted path
98%
Attractive views & scenery
20%
40%
Source: South West England Coastal Visits Survey 2012 (The South West Research Company Ltd)
60%
80%
100%
38
Unlocking our Coastal Heritage Project / Lessons learnt
Issues and lessons learnt
The Unlocking our Coastal Heritage project was wide-ranging and complex, and inevitably a
number of issues needed to be overcome in order to successfully deliver the agreed targets. As
the project evolved, lessons were learnt, processes updated and the experiences gained will be
incorporated into future projects. In an unranked order, the table below outlines the main issues
encountered and the lessons learnt.
Issue
Lesson learnt
Staff capacity issues: In response to the current economic climate many of the
key delivery partners restructured. The combination of disruption and staff
loss impacted on their ability to deliver projects, and resulting in delays.
It also resulted in missed opportunities, where funding was secured for
additional projects, but there was insufficient staff resource within some
partner organisations to be able to undertake the work.
A core part of future project proposals will be measures to ensure delivery
partners have sufficient capacity and competency available as required
through the lifetime of the project.
These include capacity building measures such as an increased role for local
communities, businesses and volunteers in caring for the SWCP, and more
trainees and apprentices working with the delivery partners.
The willingness of businesses and public to help care for the path: The
amount raised by fundraising for path improvements through the Great
South West Walk and other initiatives exceeded expectations, and there
is an enthusiasm shown by volunteers and businesses to do more in future.
We were able to increase the amount delivered by attracting additional
funding from public, private and charitable sources. With the creation
of a new post within the SWCP Association of Business Development
Officer, this work is set to continue.
Finance systems: The limitations of the finance system used made it difficult
for the project team to monitor expenditure and income. The number of
individual projects, often with funding from multiple sources (e.g. RDPE, partner
organisations, businesses and the SWCP Association), was too complex for the
finance system to handle. Whilst the project came in on budget, this was only
achieved with a huge amount of nugatory work by the project team budget
holders creating their own spreadsheets to monitor budgets.
To avoid similar issues occurring with future large projects led by the SWCP
Team, greater consideration will be given to ensure the finance system has
a better monitoring capability.
The value of events to generate positive publicity: Journalists are always
looking for new story angles. Whilst the SWCP is a fantastic attraction
to write about as it appeals to both diverse and niche audiences, having
something newsworthy stimulates publicity. Walking festivals, and in particular
the Great South West Walk, provided a newsworthy angle that attracted
journalists and increased awareness in the media of the South West as a
premier walking destination
As outlined in the second part of this report, a follow on project can
continue this by providing ongoing support to communities and organisations
to establish financially sustainable models for delivering walking festivals and
adding a walking element to other festivals.
Increased recognition by the tourism industry of the value of walkers and the
SWCP to their business, as demonstrated by their willingness to contribute
to path improvements, promote walking to their guests and the awarding of
the ‘Outstanding Contribution to Tourism’ award.
The second part of this report outlines how we propose to continue to
build positive relationships with businesses through training and support to
help them better promote the area to visitors, provide an improved visitor
experience and become more profitable and sustainable.
Part Two
South West Coast Path
Development Plan
The second part of this report outlines
how a follow on project can be used
to further increase the environmental,
social and economic benefits generated
by the South West Coast Path.
39
40
SWCP Development Plan / Stepping Forward
Stepping forward - Building on the legacy
of Unlocking our Coastal Heritage
As can be seen in the first part of this report, the Unlocking our Coastal Heritage project has, through
a range of integrated activity and key projects, raised the profile of the South West Coast Path as
a ‘cultural corridor’ with a wealth of historic, artistic, and cultural heritage – as well as its more
recognised environmental quality. By so doing, the quality of the Coast Path has been improved,
new users attracted, repeat visits and therefore expenditure with local businesses increased.
One of the key lessons learnt during the project was the
extent of the love of this incredible asset from local people
and businesses. In working closely with the SWCP Association
we were able to harness this support, which enabled the
project funds to reach even further, and the work to be
targeted to where it was most welcomed.
The project has left behind a truly staggering legacy and a
story that is now beginning to be told of the coastal heritage
and opportunities that make up the ‘cultural corridor’ of
this National Trail. This part of the report sets out concepts
of how the momentum generated by the project can be
sustained and the benefits that the Coast Path provides can
be increased.
By maintaining the existing Unlocking our Coastal Heritage
project partnership with the overall coordination provided by
the SWCP Team, we aspire to deliver the following vision:
‘The South West Coast Path National
Trail to remain the UK’s favourite
walk, ranked as one the world’s
greatest walks, and making the coast
of the South West the UK’s best
year-round walking destination’.
The first two parts of this vision are already
in place. The SWCP as the UK’s favourite
walk is evidenced by research undertaken
as part of the Unlocking our Coastal
Heritage project that estimated (2012
figures) the SWCP attracted
visits
(this excludes local non-tourism use such as dog walkers),
WHO SPENT
£436 million,
WHICH SUPPORTS
full-time equivalent jobs mainly in SMEs
(e.g. accommodation, pubs and cafes).
The project partnership includes:
Highway
Authorities
5 AONB Services
The region’s
Destination
Management
Organisations
SWCP
Association
TOWN AND
PARISH COUNCILS
CORNISH MINING & JURASSIC
COAST WORLD HERITAGE SITE
© James Cook. Thorncombe Beacon, Dorset
42
THE SWCP IS POPULAR AMONG DOMESTIC VISITORS:
The 2011 visitor survey
commissioned by Visit Cornwall
recorded walking as the second
most popular activity
81%
of visitors
after shopping 82%
To remain the UK’s
favourite walk, and
ranked one of the
world’s greatest walks,
requires the standard
of the South West Coast
Path to be maintained
at a high level.
41%
TOOK A LONGER WALK (OVER
2 MILES), WHILE 40% SPENT 1/2 A
DAY OR MORE ON THE BEACH.
Outside the peak summer season,
the proportion of visitors who come
to the region to go walking increases
even further. But it’s not just visitors
who use the path network; the Natural
England Monitoring Engagement in the
Natural Environment (MENE) research
found residents of the South West visit
the countryside more frequently than
those living in any other region. This
helps keep our population healthy and
reflects the quality of life benefits that
the region has to offer which helps
make it an attractive place to live, work
and set up a business.
43
THE SWCP ALSO HAS AN INCREASING INTERNATIONAL REPUTATION:
Listed as one of the
world’s greatest walks
by Lonely Planet in
2009 and was the only
UK walk to feature in
their 2012 Book
of Great Adventures.
IN 2013
the SWCP was one of 10
walks to feature in a TV series
on the world’s best walks
commissioned by German state broadcaster ARTE.
During 2013, the website received
92,000 VISITS
from overseas locations
16%
of total traffic
with the top
5 countries being
Germany, USA,
Netherlands,
Australia and
Canada.
THE FINAL PART OF THE VISION; ‘MAKING THE COAST OF
THE SOUTH WEST THE UK’S BEST YEAR-ROUND WALKING
DESTINATION’ IS A REALISTIC AND ACHIEVABLE AMBITION.
It will require additional investment, but as with the Unlocking our Coastal
Heritage project, this investment will provide a high level of return in providing
considerable economic, environmental and social benefits.
44
The coastline of the South West has most of
the essential ingredients to attract more walkers,
particularly out of the main summer season, namely:
Has a warmer and drier climate
compared to traditional walking
destinations such as the Lake District
and the other northern uplands.
A stunning and varied landscape – Exmoor National
Park, 5 AONBs and 17 Heritage Coasts. The towns
and villages it passes through make an ideal base
for walkers, and have a fascinating maritime heritage
(e.g. quaint fishing villages, Georgian resorts, naval
heritage of Plymouth and Weymouth etc.) which
make the walk interesting as well as scenic.
Has a wide variety of accommodation
available throughout the year to satisfy all
types of travellers, enabling inward investment
into the area not just in the high season.
45
Is relatively quick and easy to reach from
London, the South East, and the Midlands
and so is ideal for short breaks. There are
also a substantial amount of visitors from
within the region.
The strong reputation of the South West
Coast Path National Trail ‘brand’ to signify
a high quality walking experience
Has numerous interesting places best
explored on foot including two large
World Heritage Sites, evidence of
thousands of years of coastal living,
working, worshipping and warfare;
wildlife reserves and hotspots; remote
‘secret’ beaches and much more.
Walking appeals to a wide demographic, and the
Coast Path and other routes within the coastal
corridor are able to provide a high quality experience
to people who have a diverse range of interests
and abilities; whether they are looking for a gentle
evening stroll, a long distance hike, or to take part
in one of the UK’s most challenging running races
and everything in between. In doing so, as well as
the stunning views, there is a wealth of heritage and
wildlife to add to the interest of the walk.
© Andreas Byrne. Hope Cove from Bolt Head
Attracting New Markets
To attract additional walkers there is a need to address a number
of weaknesses in the current ‘offering’, and to achieve this we plan
(subject to funding) to deliver nine complementary projects split
into 3 themes:
• Enhancement and development: Improving the tourism
infrastructure, by ensuring key routes are easy to follow and use.
• Promotion and awareness raising: Ensuring visitors are aware of
what the area has to offer for visitors.
• Capacity building: Working with the public, private and third
sector to ensure we have the capability to deliver these
improvements and sustain them long-term.
Together these projects will improve access for visitors; help them
gain more enjoyment and understanding from their visit and in doing
so help local businesses such as accommodation providers, shops,
pubs and restaurants to thrive.
It will also improve the health and well-being of residents, the
quality of the environment and the attractiveness of the region for
businesses to invest in, in the knowledge that they will be able to
attract a high quality workforce.
© Becky Avant. Near Gunver Head on a walk from Padstow to Trevone
47
Project Overview
Enhancement and Development
Path
improvements
Improved
gateway sites
Information
provision
Protecting our
Coastal Heritage
Capacity Building
Promotion
Improving tourism infrastructure
Delivering and sustaining improvements
through local engagement
Raising awareness
Exploring our
Coastal Heritage
Marketing and
Communications
Fundraising
Working with local
communities and businesses
Apprentices, volunteers
and supporters
Improved experience
Greater enjoyment
Increased usage
Making the coast of the South West
the UK’s best year-round walking destination
Economic Outcomes
Social Outcomes
Environmental Outcomes
• Average growth of 5% (c.£20 million) yearon-year in visitor spend by walkers
• Increased engagement of local communities
in caring for their paths through an
expansion of the Walkers are Welcome
network
• Improved path network, with more routes
meeting National Trail Quality Standards
• Average 5% growth (c. 500fte jobs) yearon-year in employment associated with
increased visitor spend.
• Reduced seasonality in the regions tourism
industry
• SW a more attractive place to work and
establish a business
• Opportunities for young people to gain
work experience and qualifications
• Better understanding and appreciation of
coastal heritage
• Increased volunteer and community input
into caring for coastal paths
• Opportunities for lifelong learning with
people trained as walk guides
• Path network accessible to a wider audience
• Paths more resilient to climate change
with better drainage
• Heritage better maintained, identified
and recorded
• Gateway sites providing a high quality
welcome
• Making the SW a better place to live,
work and visit
• Promotion of a low carbon leisure activity
48
SWCP Development Plan / Proposals
Project Proposals
These benefits can be delivered by nine discrete but complementary project strands that,
by improving the quality of coastal walking routes, will:
• improve the enjoyment for users,
• protect and enhance natural and built heritage
of the coast
• provide training
• bring health and well-being benefits
Make the coast of the South West the UK’s
best year-round walking destination
Path improvements
Improved gateway sites
• increase community involvement
• encourage greater usage and repeat visits
• deliver economic growth
• help support year-round employment in the
tourism sector.
Together these project strands draw
on the lessons learnt during the
Unlocking our Coastal Heritage project
and aim to extend its success into new
areas and meet evolving needs.
Information provision
Protecting our Coastal Heritage
Exploring our Coastal Heritage
Marketing and Communications
Local Communities and Business
Fundraising Plan
SWCP Apprentices, volunteers
and supporters
The project strands are interconnected and are designed to work in
combination to achieve the overall aim of making the coast of the South
West the UK’s best year-round walking destination.
49
Strand 1: Improving the path
network and building resilience
© Rosie Spooner. Approaching the River Camel
In choosing a destination to go for a walk, research, undertaken
by Natural England, the SWCP Team and others, consistently
finds that the factors that the majority of people look for when
deciding where (and whether) to go for a walk are:
• They pass attractive and interesting places
• Are easy to follow, with destination and distances on signs
at key junctions.
• Free of deep mud or standing water, and so pleasant
to use year round
• Gates, stiles, steps and other path infrastructure that are easy
to use and made of natural materials that fit into the landscape
(e.g. wood or local stone, rather than metal or plastic)
• Are safe and off-road
• Where terrain permits, accessible to people with
mobility issues.
These are similar features to the National Trail Quality
Standards which the majority of the Coast Path already
achieves, but as they are a higher standard than what the
Highway Authorities or landowners statutorily have to
provide, many of the linking paths that would form circular
walks do not meet these measures of quality.
In order to offer a high quality year-round walking experience
the project will upgrade the most used circular and short
walks so that these also meet National Trail Quality Standards.
The prioritisation process to determine which routes should
be upgraded will be undertaken in conjunction with local
businesses and users, in a similar way as was done for during
the Unlocking our Coastal Heritage project. This will be
enhanced through modernising the monitoring and reporting
systems for the path using smartphone technology, which will
enable volunteers to record information about the condition
of the path and any issues and feed this through to a live
database accessible to path managers.
50
SWCP Development Plan / Strand 1
Building Resilience
The record breaking rainfall in 2012, and the storms of early 2014, have caused an unprecedented
amount of damage to the Coast Path, with numerous sections needing to be relocated or diverted
inland due to cliff falls and flood damage. This deters users and so has a significant impact on local
businesses, such as pubs, cafes and accommodation providers.
Where a path is lost to cliff erosion, the Highway Authority
has no statutory duty to reinstate the path, but given its
importance to the local economy will do so if it has sufficient
resources. Prior to the path being reinstated back on the
coast (which is where users expect it to be) geological advice
is taken to ensure the new route will be safe from erosion for
many years, and so offers value for money.
The cost of completing the backlog of repair work caused
by this extreme weather exceeds the Coast Path’s annual
maintenance budget and so additional funding is needed.
To reduce the frequency, time and cost of dealing with future
storm damage there are a number of measures we aim to
undertake;
© National Trust. Footbridge near Dartm
outh after the winter storms of 2014
• Where the Coast Path is fenced on the inland side and
considered vulnerable to coastal erosion, we will work
with the National Trust and other landowners to provide
a wider strip.
• Encourage the implementation of Coastal Access legislation
throughout the length of the SWCP (currently the
programme only covers the Dorset section of the path),
as this provides provision to quickly and inexpensively
roll-back the Coast Path on most land types in response to
coastal erosion. It is expected to also improve the line of
the path in some locations.
• Improve path drainage structures so they shed water
before the volume reaches damaging levels.
© Devon County Council.
severed the Coast Path
Devon that
The 2013 cliff fall at Lannacombe in South
Delivery: This work would be undertaken through
a mix of South West Coast Path apprentices, local
contractors, and volunteer groups (see Strand 8
working closely with the Highway Authorities and
National Trust rangers and wardens, with overall
coordination by the South West Coast Path Team.
51
In focus: National Trail Quality Standards
A well maintained trail is fundamental to the concept of National Trails as being high quality routes
that inspire confidence and certainty among those who use them and provide a enjoyable and
reliable recreational experience. To ensure that this is consistently delivered, in consultation with
users, landowners and delivery partners, Natural England has developed a set of Quality Standards
for National Trails.
The main Quality Standards that relate to the route, surface
and infrastructure are:
• Structures (e.g. stiles and gates) are always safe,
comfortable, easy and convenient to use.
• Consistent high quality design, style and use of materials
to suit the character of the local landscape with historical
features maintained where possible.
• Route is easy to follow with consistent, accurate,
unobtrusive way marking and destination signage.
• Surfaces in good condition (i.e. free of deep mud
and standing water, particularly near settlements) and
appropriate to the geology and soils over which the trail
passes.
• Readily passable routes free from undergrowth and
overhanging vegetation.
• Conservation measures within the trail corridor that
protect and/or improve habitats or historic features.
© National Trust. New kissing gate that
replaces a stile on Golden Cap
These quality standards will also be
applied to some of the most popular
linking and circular routes that join
up with the Coast Path. This will
play a major role in enhancing the
reputation of the area as a great
place for a walking holiday. It will also
remove the ‘barriers’ for those people
who are deterred from walking by
paths that are muddy, have difficult
to use infrastructure or have poor or
inconsistent waymarking.
52
Strand 2: Improving gateway sites
One of the strengths of the South West Coast Path is that,
when you arrive almost anywhere on the coast, without any
prior planning you can be confident that you can walk left or
right along the coast on a well maintained path to the next
headland, village or beach – and can keep going for as long as
you like.
In building the reputation of the South West as a top walking
destination, we want to replicate this by also offering a
consistently high quality offering at coastal car parks and other
gateway countryside sites. For management purposes these
gateway locations will be categorised (e.g. Hub, Local and
Minor), each with a defined set of minimum standards.
Provisionally these standards would be:
Hub gateway sites are those which have a high
number of visitors, with facilities such as a pay
& display car park (normally tarmac surface),
toilets, and refreshments. In these locations,
work will be undertaken to ensure there is:
• An interpretation panel showing information about local
points of interest and walks
• A choice of graded walks (20 minutes – 1 hour), which are
very well way marked.
• Where terrain permits, routes suitable for access with
mobility scooters, prams and for people with mobility issues.
• A family activity trail (if appropriate)
• Dog bins
Local gateway sites are those of a more rural
nature, but are still well used by walkers. In
these locations, work will be undertaken to:
• Ensure the surface and appearance of free car parks are in
good condition.
• Information about local walks either on an interpretation
panel or on QR signs.
• Dog bins
Minor sites are those with spaces for just a few
cars, and so standards will be more basic.
Delivery: This work would be undertaken through
a mix of SWCP apprentices, local contractors, and
volunteer groups (see Strand 9) working closely with
the Highway Authorities, National Trust, AONB
services, Exmoor NPA and landowners, with overall
coordination by the SWCP Team.
In Focus:
Poltesco, Lizard
Poltesco is located in the South East of the Lizard Peninsula,
close to the village of Ruan Minor. Much of the lower
valley and Carleon Cove are owned and managed by the
National Trust
The valley has a long and rich history. The circular capstan
house on the beach dates from the early 1700s and is a
reminder of the Cove’s importance as a centre for pilchard
fishing. There is also a long history of water milling in the
valley utilising the presence of the Poltesco river. In Victorian
times, a large Serpentine factory, now ruined, opened in
Carleon Cove. The local serpentine rock was cut, shaped and
polished here and the factory exported stoneware, including
mantelpieces and vases, around the world.
Through the Unlocking our Coastal Heritage project, a
full archaeological survey was undertaken to record the
standing remains of the buildings within the project area.
This was followed by work to consolidate the structures,
and remove vegetation that was obscuring and damaging
them. Alongside this, improvements were made to the
paths around the site, with enhanced interpretation (on site
and in a nearby barn converted for use by school groups)
to enable visitors of all ages to understand and appreciate
the history, wildlife and geology of this unique site.
Together these projects have resulted in visitors to the
valley having a much richer experience and the historic
buildings being protected from further deterioration.
© National Trust. The restored Capstan House at Poltesco. This was used to haul fishing boats up the shingle beach
54
Strand 3: Information provision
Through the Unlocking our Coastal Heritage project, much work was done to provide
better information particularly about short walks. The original target was to provide 265 walk
descriptions on the website, but over 600 were produced. The reason for the increase is that we
underestimated the demand from the larger tourist accommodation centres (campsites, holiday
parks, hotels) and their guests for bespoke information about walks starting from their location,
and so some walks have been duplicated with different start locations. This success highlighted the
potential to expand on this work.
One of the map information boards.
55
In conjunction with this, and largely funded by the businesses,
we’ve also produced 62 map information boards, highlighting
walks that start at the business. Being largely funded by the
businesses, this proved to be a very cost-effective way of
reaching a large audience, and there is considerable potential
to extend it to many more campsites, holiday parks and other
tourism businesses along the coast.
The improvements in quality and quantity of information on
the SWCP website (www.southwestcoastpath.com) along
with promotion has proved very popular with the number of
visits growing from 249,000 in 2009 to over 560,000 in 2013.
Linked to the mobile version of the website, inexpensive
‘Digital fingerpost’ signs were installed in coastal car parks
and other points where people access the Coast Path where
there is a phone signal. These have QR codes and embedded
NFC chips, so that people can quickly and easily download a
walk starting from their location onto their mobile phone.
The website walks are also incorporated into an interactive
mapping widget that tourism businesses can easily embed
onto their own website to provide information about local
countryside activities to potential customers.
A follow-up project will enable us to expand this work, so
that we can offer a consistent level of high quality information
about local walks to visitors arriving at the coast throughout
the region. This will involve:
• ongoing development of the functionality and content
of the website
• provide additional tourism businesses with local walk
information through map boards
• develop the functionality of the interactive map widget, so
that it is more customisable and the data can be used by
3rd party web and app developers.
• work with landowners to create additional farm
information panels
• collaborate with authors and publishers of guidebooks,
other publications and websites about the Coast Path to
help ensure information is accurate and up to date.
© SWCP Team. Smugglers Inn, Osmin
gton Mills
Delivery: This work will be jointly delivered by the
South West Coast Path Team, South West Coast
Path Association and partner organisations.
As well as providing good information,
this work aims to reduce traffic
congestion by encouraging people
to walk close to where they are
staying and do walks linked to public
transport.
56
In Focus: Farm information panels
Welcome to our farms:
Conservation work
West Prawle,
Higher House
& Borough
Farms
Our farms lie in the South Devon Area of
Outstanding Natural Beauty and on the
Heritage Coast. We also have a Site of
Special Scientific Interest, Special Area of
Conservation and a S A M.
Cirl
Bunting
tesy
Photo cour
of Andy Hay
om)
(rspb-images.c
Our conservation
Stewardship agreement
means we manage
the land with wildlife
in mind. This is an
important area for
the Cirl Bunting, a
nationally rare bird.
Our farms cover 2000 acres around the areas of East
and West Prawle. We run a mixed farming enterprise
of cattle, sheep, fodder crops - beet and silage and
vegetables. Our family has been farming here since
1898 with 12 acres. The farm is now split between myself-Roger, and my three sons
and families. Please help us…
By keeping to the public footpaths and keeping your dog under control. Be careful of
the electric fences which are there to keep our animals away from the cliff edges.
Enjoy your walk!
The coastal cliffs are an important species
rich grassland. We manage the scrub and
bracken in this area with careful stock
grazing and cutting over winter.
At Decklers Cliff, near to Gara Point, we
have prehistoric field systems. We maintain
the open grassland and keep glades in the
scrub for fire breaks and butterfly habitat.
y
The Tucker Famil
Our stock
Our herd of 285 pedigree
Aberdeen Angus and
Aberdeen Angus cross
beef cattle are naturally
reared. The calves are
born during March and
April and suckle calves
suckle on their mother’s
e
ttl
Ca
milk and graze on grass
all summer until they are about 9 months old. The
calves are taken away from their mothers in the autumn, to
allow the cows time to rest up for the next year. The cattle
are sent for slaughter locally at 24-30 months old, and then
retailed through Waitrose, who we have been supplying for
20 years.
We also have 570 Aberdeen Angus store cattle which we
bring onto the farm as young stock. They come from 12
weeks old and stay on the farm until they are 27 months
months old before going for beef.
This panel has been produced in co-operation with
South Devon Area of Outstanding Natural Beauty
www.southdevonaonb.org.uk
Crops
Sheep
We have just over 1300 sheep and
lambs. 700 Speckle-faced Welsh
mountain sheep run the cliffs. The rest
of the sheep are pedigree Suffolks and
Blue faced Leicesters. The breeding
ewes lamb in March - April and leave
the farm as finished lamb in JanuaryFebruary. We have 60 Dorsets which
are kept for early lambs in January.
Contractors come in to shear the sheep
in May and the fleeces are taken to
Devon and Cornwall Wools in Liskeard.
As part of our Stewardship agreement we
leave spring barley stubble in the fields
over winter. This is their preferred winter
habitat, where they feed on insects, cereal
grain and weed seeds. We also plant up
six fields with a wild bird seed mix to
supplement this.
Spring Barley is
sown in March
and harvested
in August. It is
harvested dry,
crushed and used
to feed the cattle
over winter.
Winter Wheat is
sown in October
and ready to cut
in August. It is
harvested and
the majority sent
to the mill for
use as animal
feed.
Oats are sown
in October and
ready to cut
in late August.
Some are sent
off for food use
and some for
animal feed.
Winter Barley is
sown in October
and ready to cut in
July. It is harvested
and the grain sent
off for animal feed
This panel is part of a series along the South West Coast Path in South Devon.
The 630 mile Coast Path is the country’s longest National Trail and is a great
way to explore the South Devon AONB. www.southwestcoastpath.com
With funding from the Unlocking our Coastal Heritage project,
South Devon AONB Service worked with 6 farming families
along the Coast Path to produce and install information panels
about their farm. These panels provide walkers with an insight
to how the land is farmed with details of what livestock and
crops they are likely to see, why these are grown, what the
produce is used for or where it can be bought.
We grow crops
to feed our
animals over
winter. Silage is
cut during the
grass growing season and kept in
a pit or round bales. Fodder beet
is gown for use on the farm and
surplus is sold.
We grow cereals to sell and to use for animal
feed. We also grow fodder –and vegetables.
Panel design by:
At Borough Farm
we grow vegetables
to supply our
farm shop in
Charleton. We
have 20 acres of
a range including
cauliflower, cabbage, leeks, beetroot,
kale, calabrese and spring greens. Any
excess is taken to Bristol market.
European Agricultural
Fund for Rural
Development: Europe
investing in rural areas.
The boards also highlight the valuable conservation work
the farmers are doing and how this is helping to conserve
and enhance the local wildlife and landscape. In this way the
panels are helping build a better understanding between
walkers and the farming community and engender respectful
behaviour over issues such as trespass and dog management.
“This project has the potential to bring
significant benefits to rural economies
and to visitors, without damaging the
environment that they have come to enjoy,”
Mike Johns, RDPE Programme Manager the DEFRA,
the organisation responsible for delivering RDPE investments in the region
© Andy Milsom. Bolberry Down looking towards Soar Mill Cove in South Devon
58
Strand 4: Protecting our Coastal Heritage
As highlighted in the first part of this report, the Unlocking our Coastal Heritage project,
undertook work to protect and improve understanding of 30 heritage sites on or close to the
Coast Path that were at risk of being lost, or could be made more accessible to the public.
Given the long history of settlements on the coast, there
are many more similar sites around the Coast Path that
are still at risk, or could be enhanced to improve access
and understanding. These include the fortifications around
Plymouth Sound, Second World War fortifications, industrial
heritage linked to the Cornish Mining World Heritage site,
and much more.
Undertaking this work will the continue the transformation
started by the Unlocking our Coastal Heritage project of
what the SWCP is – from a connection with nature alone,
to a connection with nature and man, accessed along a
‘cultural corridor’. It will also be closely linked to improved
interpretation of the sites and structures delivered through
Strand 5 – Exploring our Coastal Heritage walks.
As this work will enhance the experience of passing walkers,
but will be of little or no economic benefit to the landowner,
it is only likely to be completed if publically funded. For
instance, the only benefit to the landowner of work to
consolidate the structure, provide interpretation and improve
access to one of the iconic granite engine houses that are
a key feature within the Cornish Mining World Heritage
Site, will be a reduction in the risk to it collapsing on passing
walkers and thus their liability.
During 2014 the SWCP Team will be working with
archaeologists from Local Authorities, National Trust
and English Heritage to identify those historic sites and
structures which:
© National Trust. Porthmeor tin workin
gs, part of the Cornish Mining World
Heritage Site
• are at greatest risk,
• have significant heritage tourism potential
• do not have sufficient funding from other sources
(e.g. agri-environment schemes) to undertake the
necessary work.
Delivery: This work will be jointly delivered by the
South West Coast Path Team, South West Coast
Path Association and partner organisations.
In Focus:
Combe Martin’s silver mines
Few people visiting the North Devon village of Combe Martin know
about it’s silver mines located in the valleys leading off from the beach.
Mining first started here in the 13th Century and the richness of the
veins meant that mining continued through to 1880.
It has been suggested that a sizable element of the ‘Hundred Years
War’ with France was funded through the sale of Combe Martin
silver through its use for minting money for the army. The mines were
in Royal Ownership from at least 1292 and worked intermittently
until the time of Henry VIII whose principle surveyor expanded the
workings. They were sold into private hands in 1550 and during the
Civil War the owner Thomas Bushel used Combe Martin Silver to
help finance the Royalist cause.
Whilst this mining has left its mark on the landscape, e.g. waste heaps,
ruins of buildings, adits, even a rail track and has shaped the system of
fields and lanes for a visitor it is difficult to see and appreciate.
The most prominent surviving structure is the chimney of the old
pumping of Knap Down Silver Mine, which closed in 1873, but this
is obscured and although scheduled is being damaged by a thick
covering of ivy.
Work to consolidate the remaining structures and provide
interpretation to tell the story of mining would encourage more
visitors to spend time (and money) in Combe Martin, as well as help
safeguard these features for future generations.
© North Devon AONB. Knap Down Mine Chimney
60
Strand 5: Exploring our Coastal Heritage walks
People have lived along the coast for millennia, and in doing
so have left their mark on the landscape. The Cornish Mining
World Heritages sites, traditional fishing villages and quarries
dating from Roman era are just some of the industrial
heritage along the coast. Equally fascinating are the military
structures that helped defend the shores, or project the
Empire across the globe – again these cover millennia from
Bronze Age tumuli, Iron Age hill forts right through to Second
World War structures and even Cold War bunkers. Add to
this spiritual and religious sites, wildlife hotspots and geological
wonders, there is a fascinating tale to be told to anyone
exploring our coastline. We aim to tell these stories through:
SWCP Heritage Friends group
The current membership of the SWCP Association exceeds
5,000 and are all categorised together. Through this strand
of work we would aim to create a Heritage Friends Group
who would help to compile resources and create print and
interpretation boards as well as bring the stories to life by
leading guided walks.
Short films
The volunteers and information gathered would be the basis
to produce a short film based on a walk, using a format
similar to the popular Coast TV series, where the presenter
meets local experts (wildlife, geology, heritage etc.), people
who lived and worked on the coast, and incorporates
archive footage and photos and can show artefacts that have
been found. The success of the Coast series, which have
been a regular feature of TV programming schedules since
2005 (its now on its 8th series with another in production)
demonstrates how much interest there is in learning about
the natural and social history of our coastline. By linking each
film produced to a downloadable walk showing the route
taken we will to inspire people to then go out and explore
and experience these fascinating places for themselves.
To bring the print and film resources to a large audience,
these would then be promoted:
• Through a YouTube channel (to inspire people to explore
new areas),
• Through the SWCP (500,000+ visits/year), partner
organisations, and local community websites, and on
Tripadvisor. In 2013, on average each of the short walk
description pages on the SWCP website was viewed over
1000 times.
• Split into geo-coded sections, with accompanying text
directions and map so that it can be used to create a
walking guide for smartphones (and then easily imported
into new formats / devices as technology advances). The
rapid growth in capability and ownership of smartphones,
along with the on-going roll-out of 4G mobile broadband
means that providing this kind of content is moving from
cutting edge to mainstream, and open up the possibility
of being able to provide this rich content to people
when they arrive.
Using a standard approach to produce c. 100 video walks
across the whole Coast Path, creates economies of scale in
constructing the website / app and undertaking the research
and filming. There is also the opportunity to link walks that
have a similar theme (e.g. wildlife, Second World War or
other heritage, literature etc.) to encourage people with
an interest in a particular topic to explore new areas.
This element of the project will work with local communities
to bring the often hidden heritage to life, record oral history,
inspire people to explore new areas, and add to their
enjoyment of the walk and appreciation of the landscape they
are passing through.
Delivery: This work will be coordinated by the South West Coast Path Team and undertaken in partnership with the
South West Coast Path Association with the many other organisations who manage sections of the coast, existing
Heritage Lottery funded coastal projects (e.g. the South Dorset Ridgeway and Lynmouth pavilion projects), and local
historical societies.
61
In Focus: Telling the story of our coast.
Because of the long history of settlement on our coast, and the rich wildlife found along it
there are numerous fascinating stories waiting to be told. As an example, here are some
of the stories that could be told based on a 3 mile walk around Porlock near the start
of the path on Exmoor.
The shingle ridge across Porlock Bay dates from the Ice Age.
In1996 storms breached the shingle ridge inundating the
meadows behind it. Rather than try and repair the breach,
the decision was made to leave it to let nature take its
course. The resulting tidal lagoon and saltmarsh, which are
still evolving, now support a host of rare plants and attract a
great variety of waders and wildfowl arriving each winter. The
storms also exposed the bones of the long extinct auroch,
which are now on display in the nearby visitor centre.
On the path up to England’s smallest complete church at
Culbone, you pass close to the ruins of Lady Lovelace’s
elaborate fairytale mansion. Lady Lovelace was Lord
Byron’s daughter, and a friend of Charles Babbage. It is said
that she gave Babbage the idea for the very first computer
program. She brought a team of Swiss mountaineers to
construct tunnels in the hillside, to allow traders to come
and go while she made her way undetected down to her
private beach below.
As with much of the coast, there are still signs to be found
of the upheaval caused by the Second World War. On the
beach are pill boxes, and further along is a memorial stone
to commemorate the American airman killed when a B24D
liberator bomber crashed nearby. This wasn’t the only plane
to come down here during the Second World War. A
German Junkers 88 was intercepted over the Bristol Channel
by three Spitfires; but astonishingly, the pilot managed to
crash-land his plane on the beach, although his gunner was
killed in the incident.
There are also literary links, with Samuel Taylor Coleridge
who often walked around Porlock with his good friend
William Wordsworth (also a local resident). In the middle of
writing one of his best-known poems, ‘Kubla Khan’ Coleridge
he was interrupted by the now infamous “person from
Porlock” and as a result never finished it.
Culbone Church
62
Strand 6: Marketing and Communications
hike
Photography / Alamy
WALES
Minehead
ENGLAND
Photo: Gary Eastwood
Exeter
Newquay
Cornwall
Poole
Plymouth
Penzance
a short cut from
be tempted to take , but to do so would
Weary legs may
across to Beesands
Lannacombe Bay
Salcombe straight
s of Prawle Point,
The
miss out on the highlight e at Start Point (pictured).
art
lighthous
a primary school
and the fabulous
from the walls of
of a
elements at the end
lighthouse is straight
now
proud against the
almost a mile. It’s
gallery, and stands
the Channel for
needles
that
seen up to 25
headland
shes per 10 seconds
clifftop position.
automated, its three-fla
thanks to its elevated waters, and
away
miles
nautical
for seals in the shallow
Keep an eye out
David Carvey
yellow gorse, bluebells
Pink seathrift, vivid
your
woodland – prepare
shaded by ancient
display of wild flowers
retinas for a dazzling
on
Coast Path. High
along the South West
in August,
heather blooming
Exmoor you’ll find
West
side of the South
while on the southern
on the
will spot orchids
peninsula keen eyes
. Even the
landscape
chalk and limestone
pretty
sand dunes host
apparently barren
and the
primrose
evening
flowers, including
viper’s bugloss.
fabulously named
also thrive in Cornwall’s
Rare plants and flowers
thanks to the
more formal gardens
5
Andrew Ray
95
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region’s micro-clim
with a stunning coastal
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ahgarden .co.uk);
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on the cliff edge
Chygurno, teetering
of
famous lost gardens
Lamorna Cove; the
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94
butterflies that have
migrated from France
Start Bay, which
and Spain.
the point protects,
is famous for its
too: in the spring
heritage
of 1944 it doubled
beaches in a series
for the Normandy
of full-scale rehearsals
Also close by is
for D-Day.
the
Hallsands are being village-on-a-ledge. The homestead
s of
relentlessly pulled
collapsing cliffs,
and those few buildingsinto the sea by the
now abandoned
which remain are
and in ruins. It’s
an eerie testament
awesome and terrifying
to the
power of the sea,
constant companion
which
is your
on this most dramatic
of trails.
footpath of
the famoUs
Many big names
appear along the
coast path. Poet
John Betjeman
is buried at St
enodoc Church
Trebetherick. Nearby,
at
Padstow is virtually
owned by
Rick Stein – the
celebrity chef has
several restauran
there. Godrevy
ts
lighthouse inspired
Virginia Woolf’s
the Lighthouse
To
(the author holidayed
in nearby St Ives).
Rudyard Kipling
went to school
in
Westward
itself is named
Ho!, which
after the Charles
Kingsley novel.
daphne du Maurier
Writer
lived at Menabilly
(near Fowey),
Agatha Christie
resided in Torquay
and John Fowles
died in lyme Regis,
the setting for
his acclaimed novel
The French Lieutenan
t’s Woman.
3
95
your feet as
of history beneath
There are aeons
revealed
West Coast Path,
you walk the South
geology of the region.
by the outstanding
time
three geological
UNESCO has identified
and made
400 million years,
periods spanning
UK (and
six geoparks in the
and
Torbay one of only
Drowned forests
sea
one of just 53 globally).
a history of changing
raised beaches reveal
limestones record
levels while the Torbay
seas.
tropical
d,
coral-fille
Photo: Jennifer Rowlandson
eatH your feet
tHe ground ben
Coast World
95-mile Jurassic
Further east, the
Dorset and
from Devon into
seas
Heritage Site runs
site for fossils. Rough
is Britain’s premier
fresh
constantly reveal
)
and stormy weather
(including dinosaurs
evidence of the creatures
fancy a
Pink seathrift, vivid
these parts. If you
yellow gorse, bluebells
that once roamed
the long
shaded
national trail,
the
by ancient woodland
from
– prepare your
fossil souvenir
is your
Regisfor
a dazzling display
Cap to Lymeretinas
of wild flowers
stretch from Golden
along
Charmout
the South h
at the
West Coast Path.
Experts
High on
Exmoor
best hunting ground.
you’ll find heather
it’s done!
blooming in August,
show you howwhile
on the southern side
visitor centre will
of
tHe flora and
Photo: Tom Bailey
Photo: Jennifer Rowlandson
gardens
tHe flora and
6
4
s
England’s first natural
Natural Beauty and
r
It threads togethe
World Heritage Site.
like Durdle Door, Chesil
iconic destinations
y,
Tintagel and Newqua
Beach, Land’s End,
fall
revel in the rise and
and in between you’ll
migrating sea birds,
by
nested
e
of a coastlin
, and pummelled by
carpeted by wild flowers
the Atlantic.
in your diary,
space
52-day
a
If you can find
For most
trail in a single walk.
es,
take on the entire
s planning of campsit
of us mortals, judiciou
make
transfers will make
In the
B&Bs and luggage
we’ll never forget.
this a long-term project
re off…
we’ll start the adventu
pages that follow,
Kynance cove, corn
wall
91
MichaelJenner|corbi
94
Path is a spectacular
worth
The South West Coast
There’s a lifetime’s
mission for any walker.
its 630
whether you tick off
of walking here, and
challenge
or accelerate the
miles in day walks,
and holidays walking
ds
by spending weeken
e treat.
are in for an absolut
along the path, you
variety
a
world offers such
g
No other path in the
scenery, from towerin
of awe-inspiring coastal ancient wooded
,
cliffs to gentle beaches
f-the-art eco-projects.
estuaries to state-o
et,
journey from Somers
On its rollercoaster
and Dorset,
again
Devon
ll,
to Devon, Cornwa
Path passes through
the South West Coast
ding
five Areas of Outstan
one national park,
Photo: Andreas Byrne
90
3
1
David Carvey - Cornwall Stock
The
souTh weTsT
coasT pa h
r and
the Smugglers’ way
– that’d be a good
50
name for it. because
prosaically titled
the more
South west coast
Path – which traces
Somerset, devon,
the outlines of
cornwall and dorset
for over 1000km
essential exper
the ne’er-do-wells
– only exists due
that once bothered
iences
to
these shores. in
when import duties
the early 19th century,
were high, bootlegge
Finding your favourite
rs were rampant.
service was set up
fishing village:
So the coastguar
to stop them. these
d
maybe hillside-tu
law-upholding men
patrol paths along
mbling Clovelly,
created continuou
the cliff tops so they
pretty Port
s
Isaac, smugglercould peer into every
cranny (of which
infested Polperro
The two miles that
there are legion).
cove, cave and
or tiny
separate Kynance
Penberth Cove?
today, walkers do
Point, Britain’s most the SwcP
Covean
the same.
from
has been
Lizard
official
southerly point,
national trail
(so named
table of the world’s sea
would top any league
Meetingwildgoatson
for its
since 1978,
is a constant companio
mottled
red and green surface,
and
finest
it’s a cracker.
thewalkfromlynton
coastal walks. In
look like the shiny
the cliffs are immense
clifftops are carpeted
the
thought to
Mayn;
tothe
and
Valleyofth
outcrops flowers,
June the
of a snake). In the
and varied,scales
erocks,followedbys
itself, craftsmen
in
ranging
arthurian
village of Lizard
eyes from the rugged in wild steeped
and
Wearysat
from
if you canlegend
uperscone
in shops
legs may be tempted
to Jurassic
lift your
like Hendy’s
cliffs,
highest
remnants
rocky
serpentine
are busy theleeab
to take a short cut
outcrops
point
beaches you stand the
thick with fossils.
Salcombe straight
carving beyteashop.
into everything
is justand hidden
from
(great hangman
athe
from clocks to ornamenta
good
across
chance of spotting 318m
For all
these
,
whole
wheeling on the
near
miss out on the highlightsto Beesands, but to do so would
reasons,
Gorging
combe
path,
l
choughs
eggs.
many but
Atlantic breeze or from minehead to Poole
walkers
walkwho have completedon gourmet seafood at oneand
entire South West martin),
of Prawle Point,
even the occasional
basking shark trawling
harbour,
35,000m. indeed,
of the fabulous lighthouse
Lannacom
Coast Path look
and you’ll climb
Padstow’sthe
just below the waves.
the path is unbelieva
fine fish eateries.
their highlight,
a total of back at Kynance
at Start Point (pictured) be Bay
The Cove is also down
lighthouse is straight
its
Cove
bly
turquoise
undulatin
as
. The
famed to,
g. no sooner have waters, pale sands
from the walls of
for and
stacks combining
up out of,e one
its marble-lik
spyingsea
gallery,
and jaggedlsandbask
a primary school
you hiked
‘serpentin
wave-lash
to
e’ rock
ed baythe
ingsharksasyoupicn and stands proud against
art
the next. all (with
or world.
fishing harbour,create one of the most beautiful
the elements at the
headland
icon
a few tourist-tack
covestops.
remotecliff
you’re tackling
that needles the
in
end of a
exceptions) are worth
Channel for almost
this trail has everything
automated, its three-flash
a mile. It’s now
the effort.
. there are lighthouse
Walking (low tide)
es per 10 seconds
rolling hills, towering
seen up to 25
or ferrying (high nautical miles away thanks
s and manor houses.
tide)
to
cliffs, frenzied foam,
its elevated clifftop
there are
toan
Steye
Michael’s Mount
Keep
sand dunes, nudist
position.
out for seals in the
beaches and quiet
from Marazion,
to wander the
beaches, surf
shallow waters,
creeks where smugglers
ancient island abbey.
and
must have hidden.
naval history and
there’s witchcraft
the possible location
,
Watchingwildwavesc
of camelot – plus
pilchards and pubs.
cream teas, pasties,
rasharoundthestriki
and, of course, the
ng
rockarcho
views
are unremittingly
but the best thing
fDurdleDoor.
spectacular.
about walking the
South west coast
world behind. though
Path is leaving the
millions of holidayma
kers flock to these
in the main honey
shores, most stay
pots and barely leave.
walk 15 minutes
and-kiss-me-quick
beyond a candyfloss
seaside town, and
the crowds melt
strength of your
away. leaving just
legs, the chat of the
you, the
birds and the inescapab
le boof! of the sea.
the South West
peninsula keen eyes
will spot orchids
on the
chalk and limestone
landscape. Even
the
apparently barren
sand dunes host
pretty
flowers, including
evening primrose
and the
gardens
fabulously named
viper’s
Rare plants and flowers bugloss.
also thrive in Cornwall’s
more formal gardens
thanks to the
region’s micro-clima
te. Try Trebah Garden,
sub-tropical paradise
a
with a stunning coastal
backdrop (www.treba
hgarden.co.uk);
Chygurno, teetering
on the cliff edge
above
Lamorna Cove; the
famous lost gardens
of
Heligan (www.helig
an.com); and, of course,
incredible achievemen
the
t that is the Eden
Project
(www.edenproject.com
). For the florallyinclined, there are
scores
www.gardensofcornwa of gardens details at
ll.com
tHe ground ben
eatH your feet
There are aeons
of history beneath
your feet as
you walk the South
West Coast Path,
revealed
by the outstanding
geology of the region.
UNESCO has identified
three geological
time
periods spanning
400 million years,
and made
Torbay one of only
six geoparks in the
UK (and
one of just 53 globally).
Drowned forests
raised beaches reveal
and
a history of changing
levels while the Torbay
sea
limestones record
coral-filled, tropical
seas.
Photo: Tom Bailey
guide to
Your ultimate
basking shark
s,
an endless azuresmugglers, world-famous
chefs, surf beach
corner is coast sea – this 1000km outli
es and
ne of
most delicious. al walking at its most diver england’s southwest
se, most spect
acula
and Spain.
migrated from France
butterflies that have point protects, is famous for its heritage
the
y
for the Normand
Start Bay, which
of 1944 it doubled
ls for D-Day.
too: in the spring
of full-scale rehearsa . The homesteads of
beaches in a series
the village-on-a-ledgeinto the sea by the
Also close by is
relentlessly pulled
are
Hallsands are being those few buildings which remain
and
t to the
cliffs,
g
collapsin
an eerie testamen
and in ruins. It’s
is your
now abandoned
of the sea, which
power
g
terrifyin
of trails.
awesome and
n on this most dramatic
constant companio
Photo: Andreas Byrne
to
green surface, thought
Lizard
mottled red and
In the village of
(so named for its
scales of a snake).
Cove from Lizard
are busy carving
look like the shiny
separate Kynance
in shops like Hendy’s to ornamental eggs.
The two miles that southerly point, would top any leaguethe
itself, craftsmen
ng from clocks
the
In May and June
Point, Britain’s most
have completed
serpentine into everythi
finest coastal walks.
lift your
many walkers who Kynance Cove as
table of the world’s in wild flowers, and if you can
For all these reasons,
back at
Coast Path look
clifftops are carpeted cliffs, rocky outcrops and hidden
entire South West
pale sands and jagged in
waters,
rugged
the
turquoise
coves
eyes from
spotting choughs
their highlight, its
the most beautiful
a good chance of
al
g to create one of
beaches you stand
even the occasion
stacks combinin
Atlantic breeze or
wheeling on the
the world.
just below the waves.‘serpenti ne’ rock
basking shark trawling
marble-like
its
for
famed
The Cove is also
Bailey
nwall
Kynance cove, cor
3
amBle enGl
soUthwest and’s
coast
on
start point, south Dev
Statue image: Philip
4
Further east, the
95-mile Jurassic
Coast World
Heritage Site runs
from Devon into
Dorset and
is Britain’s premier
site for fossils. Rough
and stormy weather
seas
constantly reveal
fresh
evidence of the creatures
(including dinosaurs)
that once roamed
these parts. If you
fancy a
fossil souvenir from
the national trail,
the long
stretch from Golden
Cap to Lyme Regis
is your
best hunting ground.
Experts at the Charmouth
visitor centre will
show you how it’s
done!
In order to lever maximum benefit from the investments
made through all the other project strands, additional
marketing and communications activity is proposed to support
them to both deepen penetration within existing markets and
broaden the appeal of the Coast Path to new audiences.
the beach and coast came second (18%) on their list of things
to do in the region. Combining the two, the South West Coast
Path is the jewel in the region’s crown, providing a continuous
trail around the South West peninsula and giving access to
some of the best coastal viewpoints in the UK and worldwide.
In addition, as with any ‘product’, if it is going to reach its market
potential, on-going promotion of the region as a walking
destination is essential.
The South West Coast Path Team
is the best placed organisation to lead
on promoting the key messages on
behalf of the National Trail partnership
and to push appropriate, high-quality
information out through the tourism
organisations and key partners
in line with a strategic PR and
Marketing plan.
Key to this is to ensure the South West Coast Path is part
of the tourism offer promoted by the national tourist board
Visit England, its overseas equivalent, Visit Britain, as well as
the region’s Destination Marketing Organisations (DMOs)
and their members, from large scale visitor attractions to
accommodation and service providers.
It is already well recognised as one of the main attractions for
visitors to the region. The 2009 South West Tourism Visitor
Survey, cited walking as the best activity on offer (37%), while
63
To support this, the South West Coast
Path needs to have:
• A clear, unified brand, that is promoted and valued
by all those working, living, maintaining, supporting
or using the path,.
• A high quality website that meets the needs of
general and niche audiences
• Advice for businesses on why and how to market
to walkers
• Good quality information about walks that can be
easily used by others
• Regular news items such as upcoming events and
new ‘attractions’ (e.g. new themed walks)
• Copy, photographs, video and bespoke web content
that can accompany articles
• Expert advice to respond to media enquiries, and
help facilitate press trips
• A strong social media presence.
Delivery: This work will be coordinated by the South
West Coast Path Team in partnership with the
South West Coast Path Association, the Destination
Management Organisation’s (e.g. Visit Cornwall)
and other tourism organisations (public and private
sector) as well as local festival and event organisers.
In co-ordinating the communications among local, regional and
national partners, the message will be unified and strengthened
from within the tourism trade and integrated into their
marketing and communications strategies to ensure the widest
possible reach among key markets in the UK and overseas
(16% of SWCP website visits are from outside the UK).
To provide additional capacity and also offer training and
experience a graduate trainee will be recruited.
Some of the key campaigns that we propose to take this
activity forward will be centred around the festival and events
calendar in the region to promote ‘Culture on the Coast’ and
the Great South West Walks (see Strand 8).
Festivals and events are a big draw for
visitors to the region’s coastline and
can be effectively supported with an
integrated marketing communications
plan. This will not only complement the
Destination Management Organisations
activity but will also attract new
markets to the Coast Path and
encourage repeat visits and longer
stays, thus increasing the potential
visitor spend. Furthermore it will add
value to the tourism offer provided by
these events, which benefits the visitor
as well as local businesses.
64
SWCP Development Plan / Proposals
In Focus:
Culture on the Coast
From music and theatre to art and literature, the ethos of
the Culture on the Coast campaign is to bring together the
many varied cultural events along the South West Coast
Path throughout the year. Whether it’s the new folk festival
in Clovelly in May, Twelfth Night at the Minack theatre in July,
or Bridport’s Festival of Culture in August (and many, many
more besides), with just one click on the South West Coast
Path website from any of the walk pages, you’ll be able to
see what’s on in your area in any given month – and then
combine it with a walk along the Coast Path.
This will be targeted towards the ‘Discovery Explorers’
identified in the Visitor Profiles highlighted by the former South
West Tourism (2011). Similar profiles are outlined by the
National Trust’s ‘Out & About’ and ‘Young Experience seekers’.
To deliver this the Coast Path Team will collate event listings
to be promoted on the homepage via an events feed. This
feed is also linked to the portfolio of walks on the website,
with each short circular walk pulling in the events taking
place near to that location, providing relevant and useful
information for the Coast Path walker.
Partners would be encouraged to host a walks feed alongside
their events, creating a reciprocal link between the event and
the nearby walks. A content marketing strategy to include PR,
e-newsletters, blog posts and social media activity, will support
this campaign in order to maximise its effectiveness.
© Santa Formosa
65
Strand 7: Working with local
communities and businesses
Key to the long term success of the project is to get buy-in from the local communities and the
tourism industry to promote walking and their heritage to locals and visitors. This work has been
started by the SWCP Team, Association and our partners, and has received a positive response from
the tourism sector, as shown by the willingness of businesses to contribute towards projects and the
‘Outstanding Contribution to Tourism’ award.
However there is still much to be done, and due to lack of
capacity to date only a small proportion of potential tourism
businesses have been involved.
In partnership with other RDPE funded SW rural tourism
projects the SWCP Team has helped to develop an online
package of advice and resources for individual businesses
to use to improve their competiveness in attracting visitors
into a Tourism Toolkit (see www.southwestcoastpath.com/
tourismtoolkit ). This includes information on; why it’s worth
marketing to walkers (and cyclists), the facilities walkers are
seeking, advice on marketing, and the resources that the SWCP
Team and others can provide to help. It is proposed to develop
this further so that it can include information from a wider
range of organisations, and to promote it more widely to
tourism businesses.
Coastal communities will also be encouraged, and where
necessary given support and mentoring to join the Walkers
Welcome are Welcome network of towns and villages (see
www.walkersarewelcome.org.uk), and hold events such as
combined walking and local food festivals. The Walkers are
Welcome network and festivals are a tried and tested method
of attracting additional visitors, as they provide an newsworthy
‘hook’ for journalists to base an article or feature on.
As with the information provision strand of the project, to
enable the development costs and the benefits to be shared
over a wider area, this work will be led by the SWCP Team.
The work the Team propose to coordinate to remove the
‘barriers’ that deter local communities joining the network are:
• Commission a facilitator / mentor with experience of
setting up and running a regional ‘Walkers are Welcome’
group. Their role will be to available to attend community
meetings to explain what is required to join, and the
benefits that can accrue, and so help inspire groups to
come together. They will then provide on-going advice
and support to help overcome any problems the local
organisers encounter. They will also encourage groups to
work together, and share good practice.
• Provide training for volunteer walk leaders (see also Strand
5: Heritage walks). Increasingly countryside services do
not have the capacity to provide guided walks. However
there are many local experts who would be willing to
lead guided walks, but require training to ensure that in
addition to their knowledge of the local area, they have
the confidence and skills to safely lead an enjoyable guided
walk. Alongside this will be advice on how liability can be
minimised and insurance cover obtained. This expanded
pool of walk leaders will make it easier for communities to
run walking festivals, or add a walking element to existing
food and drink or cultural festivals.
• Provide a skeleton ‘walking festival’ website with the
capability to upload walk and event details with a booking
facility, so that groups can then easily and inexpensively
adapt it for their locality. This will significantly reduce the
cost compared to each group developing their own system,
and so it can be developed to a higher standard. Having
several groups use a common system will also make it
much easier for their data about events to be exported
out to the SWCP and other websites.
66
Strand 7: Continued....
As this project is developed further, there will be an on-going
dialogue between the SWCP Team and local community
groups, with the work of the Team evolving in response
to this. This will enable regional rather than a local delivery
of those project elements where this is more efficient and /
or effective.
In Focus:
A criteria for joining the Walkers are
Welcome is a commitment to ensure
that the local footpath network will be
maintained in good condition.
Winchcombe is a small market town on the edge of the
Cotswolds. In 2008 it was struggling, with eight empty shops
and dwindling trade in other shops, pubs and restaurants.
Although in the Cotswolds AONB, Winchcombe was rarely
promoted by tourism bodies, having to compete with
honeypots like Broadway, Stow-on-the Wold and Bourtonon-the-water.
As Highway Authority resources may not be sufficient to
achieve this alone, Walkers are Welcome Towns will be
encouraged to join partnership schemes (e.g. Parish Paths
Partnerships) run by the Highway Authorities to share
the responsibility for on-going maintenance, with greater
community involvement.
West Coast Path Team with the running of each
Walkers Welcome Town undertaken by local groups
typically consisting of volunteers from Town / Parish
councils, walking groups and tourism associations.
Walkers are welcome
in Winchcombe
In July 2009, Winchcombe was awarded Walkers are
Welcome status and a group of local volunteers set about
promoting the town as a walking destination and improving
facilities for walkers. The three main projects to date are:
• A website aimed at walkers, offering routes and information
on where to sleep and eat.
• An annual 3-day walking festival, now in its fifth year. The
number of attendees has increased from 250 to 400. In
2014 visitors are expected from all over Britain, Japan and
the USA.
• A new 42 mile figure-of-eight long distance route, the
Winchcombe Way. 2000 guidebooks have been sold at £5
each and the launch commanded a 5-page article
in Country Walking magazine.
The group initially applied for grants, but now they are
financially sustainable by selling guidebooks and advertising
space and charging for led walks. They use profits for other
projects like new benches, visitor notice boards and creating
disabled access.
© Winchcombe WaW. The now bustlin
g Winchcombe
In 2014 the town is full of walkers, there are now no empty
shops, the pubs are busy serving walkers lunches and B&Bs have
higher occupancy rates. Many more local people now walk and
tourism bodies quote Winchcombe as the Walking Capital of
the Cotswolds.
© Adam Burton. Porlock Bay from Bossington Hill
68
Strand 8: Fundraising Plan
The Unlocking our Coastal Heritage project included the opportunity to test and demonstrate
the ability to secure and successfully deliver a significant funded project and increase the overall
impact by securing match funding from partners and the public (individuals and businesses).
During the period of the project it became evident that there
existed a latent appetite within the South West Coast Path
Association’s staff, volunteers and members for supporting
a programme of fundraising. As illustrated in the first part
of this report, the Commercial Partnership element of the
project through initiatives such as the 2013 Great South West
Walk stimulated contributions towards path improvement
projects of £153,000 from businesses and £88,000 from
the general public. This enabled the project funding to be
stretched much further and deliver greater benefits.
Funding is also in place to let a short-term contract for a
fundraising consultant to produce, with input from delivery
partners, one or more major funding bids (such as Heritage
Lottery Fund and the Coastal Communities Fund). The
intention is that this will be used to provide match funding for
the money raised by the Business Development Manager and
so provide an additional c. £500,000 / annum to improve the
experience of walkers using paths in the coastal corridor.
With feedback from businesses and the public that they
are keen to continue providing financial support for
improvements to the Coast Path, (but not core maintenance),
the SWCP Trail Partnership is committed to continue
and build on this work. To achieve this, it has been agreed
between the Highway Authorities, the National Trust and
the SWCP Association, to jointly fund a new post within the
Association of ‘Business Development manager’. This role will
be to maintain and build on the Commercial partnership
work with businesses, and raising money from the public
through the various mechanisms including:
Corporate Fundraising
The Business Development Manager is in post and has
developed a corporate sponsorship offer and based on
our track record aims to raise around £100,000/year from
businesses towards improvement projects identified by
the partners, local communities and businesses.
© SWCPA. Celebrating the end of the
Great South West Walk 2013 at Land’s
End
69
Mass Participation Event
It is the SWCP Association’s intention to run an annual Great
South West Walk type fundraising event. Provisional plans for
2014 are to organise 100 circular sponsored guided walks
spread over the entire path during 10 days in mid-September
– ‘The Great South West Walks 2014’. As well as being a
fund-raising activity this is expected to attract out of season
visitors, and generate considerable positive publicity for the
Coast Path.
Appeals
In recent years the South West Coast Path has suffered from
an increase in damage caused by coastal erosion and heavy
rainfall events. Where a path is closed or diverted inland
this deters users, and can have a significant impact on local
businesses, such as pubs, cafes and accommodation providers.
Where a path is lost to cliff erosion, the Highway Authority
has no statutory duty to reinstate the path on an attractive
route close to the coast, but given its importance to the local
economy try to do so, if they have the resources. However
given the pressure on local authorities’ budgets, securing
funding is increasingly leading to delays in undertaking
reinstatements and repair work.
The work undertaken in Strand 1 will support the
development of focused appeals for areas or locations badly
hit by storm damage, enabling community engagement in
solving issues of closure or diversion by providing match
funding for grants.
Membership scheme
Currently there are 5,000 members of the SWCPA who
identify themselves as loyal supporters and ‘friends’ of
the path. There is a great opportunity to increase this
considerably with; a strong identifiable SWCP brand,
improved online membership system, membership benefits,
specific information provision and event / training /
volunteering opportunities.
High net worth individuals
In conjunction with the membership scheme and appeals
strands of work there is an opportunity to develop a high
level donor scheme.
Trading
There is an opportunity to build on the current ‘shop’ to
modernise the platform and improve the range of products
on offer for the public, members and supporters.
Delivery: The Fundraising Plan will be delivered by
the South West Coast Path Association as the lead
body with support from the SWCP Trail Partnership.
As part of this work, the Association will also
increase the number of volunteers who are involved
in helping look after the path (see Strand 9), and
restructure the management and financial systems
within the SWCP Association to make it more
capable of operating at a higher level.
70
Strand 9: People: Trainees and Volunteers
Following the reduction in revenue funding for the South
West Coast Path and other rights of way there is currently
insufficient staff capacity within Highway Authorities and to
a lesser extent the National Trust to deliver these proposed
improvement projects, as they are outside organisation’s
core remits. However, as demonstrated by the Unlocking
Our Coastal Heritage project there is an untapped appetite
from the voluntary sector and the wider public to support
the path through active engagement. Due to the high level
of unemployment, many young people are also currently
struggling to get onto the first step of the career ladder.
As a way of harnessing this public enthusiasm and provide
valuable skills and experience for young people looking for
work, it is proposed to expand the opportunities to volunteer
and get work experience in the following ways.
Trainee scheme
Existing organisations that have the capability to host
trainees include the National Trust, some Local Authorities,
Groundwork Trust and The Conservation Volunteers. Through
these organisations, under the guidance of qualified assessors,
trainees can create a legacy of a greatly improved local path
network and corridor delivered through a cost effective
delivery model.
Their work will include path improvements on the ‘Exploring
our Coastal Heritage walks’ and other walks promoted on
the website, such as drainage and surface improvements and
improved way marking, heritage (e.g. stone walling) and wildlife
habitat enhancements, and developing additional easy access
routes. Young people will get work based training leading to
practical environmental conservation qualifications (such as
ABC awards and certificates at Level 1, and City and Guilds
diplomas at Levels 2 and 3) in conjunction with local colleges.
The skills these trainees gain meet the needs of the specialist
contractors who will be delivering other elements of the project
(e.g. larger path and gateway site improvements), and provide
them with a good grounding for other countryside jobs.
It is notable that many of the current existing senior
countryside managers started their career through similar
programmes in the 1980’s and 1990’s such as the Manpower
Services Scheme, and so this project will help bring forward
the next generation.
Volunteering Programme
Current volunteering opportunities offered by the SWCP
Association suffer from a lack of training, adequate
recruitment and induction programmes and recognition for
the contribution made to the protection of the SWCP. In a
recent survey of SW Coast Path Association members 10%
of respondents said they would like to give their time. In
addition a number of corporate supporters have requested
opportunities for staff to volunteer their time as part of their
Corporate Social Responsibility programme. It is now more
important than ever to create a sustainable and professional
volunteering programme, this should include:
• Role descriptions
• Recruitment process – including advertising
• Training and review process
• Branded clothing
• Adequate resources for the role
• Support and supervision
• Recognition programme
• Membership scheme that recognises active volunteering
West Coast Path Team and South West Coast Path
Association, with trainees and volunteers hosted /
employed by the National Trust, The Conservation
Volunteers, Local Authorities and Groundwork Trust.
In Focus:
The Conservation Volunteers
The Conservation Volunteer led groups typically consist of a
qualified, experienced assessor and 8-10 volunteers and students,
delivering high quality practical outcomes to specifications of clients.
These students are developing practical skills, knowledge and
experience at the same time as achieving a nationally recognised
qualification, thereby increasing their job prospects. This is of course
in addition to the legacy of a greatly improved path network.
TCV has great experience of working with partners delivering
improvements to the SWCP and its corridor and also has a great
track record of engaging young people and those in receipt of
benefits; with around 180 students engaged in this programme
annually, and 80% of those students engaged in the programme
being in receipt of benefits, highlighting its value as a practical delivery
model but also an economic regeneration & social mobility tool.
© Trust for Conservation Volunteers. Building new steps on the Cornish coast
72
SWCP Development Plan / Delivery
Management and Delivery
The SWCP Trail Partnership brings together the organisations responsible for managing the Coast
Path and those who benefit from it. Their role is to take collective responsibility for providing
a high quality trail as defined in the Quality Standards. The main responsibilities of the Trail
Partnership are to:
• provide a high quality trail
• develop the SWCP to achieve it’s full potential
• proactively promote the SWCP as part of the National
Trails family
• make best use of available resources
Because of the size and complexity of managing the SWCP,
the Trail Partnership has four key component parts:
• Regional Stakeholder Group: Sets strategic direction,
approves the SWCP Delivery Framework (see below) and
helps secure resources.
• Delivery Management Group: Undertakes the
management of the Coast Path route and infrastructure,
with delegated (by the Stakeholder Group) executive
powers for operational issues.
• Local Liaison Groups: Provide local perspective and
detailed advice to enable issues and priorities to be fed
into the Framework and to the management groups
• SWCP Team & Association: Currently the Team:
coordinates Trail management and promotion, and
develops strategic projects or act as the catalyst to do
so, but as part of the evolution of the SWCP Association
to take on a more active role, there will be closer
collaboration between the Team and the Association..
In addition partnerships will be
developed with other organisations
as necessary to deliver projects that
enhance the Coast Path.
The annually reviewed SWCP Delivery Framework
sets out more detailed arrangements for the
management, development and delivery of the future
work programme, and demonstrates how the Trail
Partnership will:
• Be accountable to Natural England.
• Deliver a high quality trail.
• Promote and support the family of trails.
• Be accountable to users and other local
stakeholders.
73
Funding
Natural England provides the Trail partnership with an annual grant for Coast Path maintenance
which is matched to a minimum ratio of 3:1 with local funding i.e. for every £3 Natural England
provides, the Trail partnership has to contribute at least £1 of match.
Following a reduction of around 30% in the maintenance
budget since 2010, there are concerns that despite
implementing efficiency saving measures, over time path
quality will decline as path infrastructure comes to the end
of its life, and requires replacement rather than repair.
An additional pressure on budgets in recent years has been
the previously unprecedented amounts of cliff falls and storm
damage, which have required many sections of the Coast
Path to be diverted or repaired.
When a path is lost to cliff erosion the
Highway Authority has no statutory
duty to reinstate the Coast Path,
but given its importance to the local
economy, will do so providing they
have the resources.
However given the pressure on local authorities’ budgets,
securing funding is increasingly leading to delays in
undertaking reinstatements and repair work.
Thus to undertake the additional improvement work outlined
in this plan, and deliver the significant environmental, social,
and economic benefits that they could generate, the SWCP
Trail Partnership will be seeking additional capital funding from
a variety of sources, including the Coastal Communities Fund,
Heritage Lottery Fund, and the Local Enterprise Partnerships
Structural and Investment Framework (SIF) Strategies. In
addition non-exchequer match funding will be sought from
the National Trust, and from the public and businesses through
fundraising activity led by the SWCP Association.
74
SWCP Development Plan / Outcomes
Project Outcomes
Together these project elements will deliver a wide range of outcomes, and as part of the project
a monitoring framework will be developed for robust measurement. These outcomes match many
of the priorities of the Local Enterprise Partnerships, the Coastal Communities Fund, the Heritage
Lottery Fund and many other regional strategies to deliver sustainable growth.
Benefits for coastal communities include:
• Boosting the local economy, and enhance the
competiveness of SME’s through help with product
development (year round walking destination) and tools to
enable them to market this, leading to increased turn-over.
Users already spend an estimated £436 million annually,
which supports almost 10,000 full time equivalent jobs,
mainly in SMEs. This project will increase this economic
value of the Coast Path by at least 5% year on year, and so
contribute towards the delivery of Visit England’s Strategic
Framework. The willingness of businesses to contribute
£153,000 over the past three years towards path
improvements is the evidence of their desire to see this
work undertaken, and its value to their business.
• Promote employment: By promoting the coast as a year
round destination it will reduce the seasonality of the
tourism sector. The increased visitor spend will generate
additional c. 500fte jobs annually.
• Reduced environmental impacts - walking is by its nature,
a low carbon activity and information provision and
promotion will encourage walkers to use public transport
both to travel to and from the South West and within
the region.
• More people and a wider range of people will volunteer
time and engage with caring for their local path network
through the growth of the SWCP Association and the
expansion of the network or ‘Walkers are Welcome’ towns
and villages. This will generate increased resources for
future work.
• Promote social inclusion and combating poverty:
The apprentices will provide opportunities for young
unemployed people to gain training.
• Making them a better place to live, work and visit- our
coastline is spectacular and this project will make it more
accessible, improve the green infrastructure, and it will
increase the opportunities for local people and businesses
to get involved in caring for it.
© Dorset Countryside Team.Volunt
eers drystone walling at Durlston
75
The natural heritage in the coastal corridor
will be;
• Better managed and in better condition - The project
will strengthen the management of the SWCP, as it will
bring much greater community involvement in caring and
promoting the path. In particular the increased capacity
of the SWCP Association will provide a sustainable way
of bringing in additional funding from businesses towards
its upkeep and improvement, and a larger number of
volunteers taking an active role in looking after it. The
work done by the apprentice teams and other delivery
partners will leave a legacy of an enhanced natural
environment and recreational infrastructure
• Better interpreted and explained – new and existing
visitors to the Coast Path will be able to learn much more
about its rich heritage through the video Coast Walks,
through guided walks run as part of Walking festivals, and
new and updated website walks. • Better identified and recorded - in developing the video
Coast Walks, the researcher will be liaising with local
history groups, county archaeology teams and other
experts, and where possible the films will capture the
memories of local people, and make it available
to a large new audience.
People will:
• Develop education, skills and lifelong learning - The
project will provide training in a range of transferable
skills to the apprentices, walking festival guides,
people undertaking practical work parties organised
by the SWCP Association and businesses who cater
to walkers.
• Have an enjoyable experience – millions of people
already enjoy walks on the Coast Path. This project
will add to that by making the route more attractive
and easier to use throughout the year, encourage
people to explore new areas and discover the
stories behind the landscape.
• Be encouraged to be more active – Getting out
and exploring our coastline, with opportunities
ranging from easy access walks to challenge events.
Walking is a great way to unwind and is proven
to reduce stress.
• Easier to access by a wider audience – the project will
leave a legacy of an improved Coast Path and key link
routes that are easier, more attractive and interesting for
people to use, as measured against National Trail Quality
Standards. This work will be over and above what the
Highway Authorities would be able to do under their
responsibility to undertake maintenance. Where feasible
it will also include improvements to make the routes more
accessible to people with restricted mobility.
• More resilient to climate change - The investment in
drainage and surfacing will reduce damage caused by heavy
rainfall events, and make them more easily used by ‘casual’
walkers during the increasingly wet summers.
© Paul Melling. Approaching Carbis
Bay
76
SWCP Development Plan / Top Ten
TOP
FACTS
ABOUT SWCP
02
Walking the entire path you
will climb and ascend over
115,000 feet or nearly 4 times
the height of Mount Everest.
You will also cross over 288
bridges, catch 13 ferries, pass
more than 3500 Coast Path
signs and go up or down over
30,000 steps.
The South West Coast
Path is the longest and
most popular of the
UK’s 15 National Trails.
03
Starting in Minehead on the edge of Exmoor, it
follows the coast for 630 miles (1014 km) to the
shores of Poole Harbour in Dorset. It passes through
5 Areas of Outstanding Natural Beauty (AONBs),
17 heritage coasts, a National Park, 2 World Heritage
Sites, a UNESCO Geopark in Torbay and Britain’s
first UNESCO Biosphere Reserve in north Devon.
4 05
77
The average time to walk the entire path is
7 or 8 weeks. Whilst many people do a bit at
a time spread over many years, the record is
14 days, 14 hours and 44 minutes.
07
The official website
www.southwestcoastpath.
com gets over 570,000 visits
per year and 2.1million page
views. Visitors came from
175 countries, with the top
5 being, UK, Germany, USA,
Netherlands and Australia.
SWCP walkers spent an
estimated £436m in 2012,
mainly in local businesses.
This expenditure
supports 9,771 full-time
equivalent jobs.
In 2013 for the second
time running, readers of the
Ramblers Walk magazine
voted the South West Coast
Path as the ‘Best British
walking route’
06
It’s the only UK walk to feature
in Lonely Planet’s Book of Great
Adventures, alongside 11 hikes
spread across the globe including
the New Zealand’s Milford Track,
Chile’s Torres del Paine Circuit
and Alaska’s Chilcott Trail.
08
Total SWCP users for
2012 were estimated at
8.6 million. This doesn’t
include non-tourism use
by local residents, such
as regular dog walkers.
10
The path is managed by the
SWCP Team with funding from
Natural England and maintained
on a day to day basis by the
Highway Authorities and the
National Trust.
Experience one of the world’s greatest walks
where no two days are ever the same
© Adam Burton. Porthcothan Bay to Trevose Head
Between 2010 and 2014 the Rural Development
Programme for England invested £2.1 million into
the Unlocking our Coastal Heritage project. The overall
aim of this project was to increase the economic value
of the South West Coast Path (SWCP) by protecting
and enhancing heritage features, improving the quality
of the route and working with businesses to improve
the facilities and information provided to visitors.
This investment along with additional public sector
contributions and numerous generous donations from
businesses and the general public has enabled a partnership
of organisations led by the SWCP Team to deliver over
300 projects spread across the whole path.
Together these projects have raised the profile of the
South West Coast Path as a ‘cultural corridor’ with
a wealth of historic, artistic, and cultural heritage –
as well as its more recognised environmental quality.
It has also resulted in a strengthened and invigorated
partnership of public, private and charitable organisations
that have come together to deliver the project.
European Agricultural Fund for Rural
Development: Europe investing in rural areas.
In England, the European Agricultural Fund for Rural Development
2007-2013 was delivered through the Rural Development
Programme for England (RDPE). It is an important part of the
Common Agricultural Policy and helps create genuinely sustainable
farming, forestry and food sectors, whilst bringing wider benefits
for the economy, the environment and rural communities. It is
the European Union’s major investment route for protecting and
enhancing the environment while securing a range of public benefits
for society. Defra is the Managing Authority and is delivered in the
region by Natural England and the Forestry Commission.
facebook.com/southwestcoastpath
@SWCoastPath
E: [email protected]
Report produced by the South West Coast Path Team, March 2014.
Designed by 20/20

Unlocking our Coastal Heritage along the South West Coast Path

Transcription

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