Hayling Seafront Masterplan (6) Tourism

DESIGN PROCESS - TOURISM ASSESSMENT
2.2 Tourism Assessment
2.2.1 SWOT Analysis
Early in the assessment process the consultant team undertook a SWOT
analysis exploring the strengths, weaknesses, opportunities and threats to the
Hayling Seafront in terms of its viability as a tourist destination. This was
necessary to show how it compares with other seaside resorts in the region.
Strengths
 Seafront within two hour drive time of south and west London (with
good road and rail links to nearby Havant)
 Significant historical value with heritage links to World War Two with
construction of Mulberry Harbours for D-Day landings
 Sports heritage as Hayling Island is the home of windsurfing
 Hayling Island Sailing Club is a European Centre of Excellence which
helps to raise the profile of the Island among specialist visitor markets
 Known as a growing destination for extreme water based sporting
activities
 Significant number of visitors per annum (i.e. resort can handle high
level of throughput) both staying and day trips
 High quality, award winning beaches
 Value of natural environment particularly of Sandy Point
 Parts of the seafront are peaceful and tranquil
 Good spread of car parking provision
 Existing zoning of some beach areas
 Selective investment by private sector in recent years in the tourism
product
Weaknesses
 Some reliance on lower spending day visitor market
 Seasonality of visits
 The tourism product is generally dated (though it works for some
markets)
 Poor transport links to Hayling Island (one road bridge and ferry to
Southsea) and from A27 / Havant Junction to south Hayling (with some
issues of congestion)
 Visual appearance of some of the seafront's physical infrastructure is
unappealing, for example, the Beachlands area and car parking.
Norfolk Crescent which holds pride of place along the seafront is in a
poor state of repair and detracts from the surrounding area rather than
enhancing it
 Appears to be a lack of integration of tourism product which has
suffered from a lack of investment (though there has been some
investment in the tourism product)
 Visitor experience is heavily weather dependent
 Some parts of the seafront area are relatively inaccessible
 Limited provision of seafront 'transport' allowing visitors to travel east to
west along beach front area (except narrow gauge railway with short
route and seasonal service)
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Lacks branded identity in a competitive market place and lack of an
iconic building/feature e.g. Littlehampton has the East Beach Café,
Portsmouth the Spinnaker Tower
Limited night-time economy
Appears to be limited cohesion between signage and lacks linkages to
bring the seafront together
Lack of signage from M27/A27
Potentially a lack of marketing of the tourism product (raised in
workshop)
Opportunities
 Improve transport links to Hayling Island and seafront area
 Increasing 'access' to the beach for all
 Re-invent itself as destination by introducing new products led by
market demand
 Exploring links with 2012 Olympics (particularly pre and post 2012
building on existing water based activities)
 Short breaks market increasing in importance and offers opportunities
to package specialist breaks with local accommodation providers and
operators of special interest activities
 Develop products and services to 'tap into' the growing AB social
economic bracket
 Help to shape policies in Local Development Framework which is
replacing the Adopted Local Plan
 Address seasonality through active watersports (e.g. wind surfing and
kite surfing) which are less 'seasonal'
Threats
 Competition from other seafront destinations within two hour drive time
of London e.g. Littlehampton, Selsey, Worthing, Witterings
 Lack of 'buy in' from members of the local community (including
businesses)
 Climate change and potential rising sea level
 Tourism and leisure are areas of discretionary spend and as such are
likely to be hit if interest rates continue to rise and if consumer
confidence dips
 Lack of funding secured (important to manage expectations of local
community)
 Lack of political will to deal with derelict buildings and degradation of
the centre of Beachlands
Beachlands
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Funlands
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Inn On The Beach
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Norfolk Crescent
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DESIGN PROCESS - TOURISM ASSESSMENT
2.2.2 Summary Observations on Demographic Trends (UK and Local)
It is important to consider the demographic and tourism trends locally and nationally,
to see how Hayling would best market itself. (The full report is appended).
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The general demographic profile of the UK is changing in a number ways, namely:
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A greater awareness of 'healthy lifestyles'
A greater concern for the environment and green issues
A cash rich time poor working population (particularly within the 30 49 age bracket)
An ageing population which will stay younger longer, people will remain more active
Overall growth in UK population and in the proportion of ABC1s
On average the 'leisure time' available to the working adult population is decreasing
and there are more leisure activities (e.g. shopping and home entertainment), which
are now competing for leisure time and spend.
Locally the current tourism offer makes it difficult for Hayling to compete
against other upcoming coastal destinations which have been or are going
through a regeneration programme.
The Hayling Seafront area (and Hayling Island) faces a number of challenges
which through careful product development, design and marketing could
potentially be addressed. Challenges include:
Our own research has helped to identify the key trends, needs and expectations of
visitors. These include, but are not limited to:
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A move towards the 'experience economy'
Demand for high standards of catering
Specialist and quality retail offers as shopping becomes a regular leisure activity
Recognition that brands play an increasingly important part of visitors' decisionmaking process and help to differentiate visitor experiences
A growing interest in life long learning and education through engaging activities
To have more leisure time
Seeking a better 'work life balance'
Taking a serious interest in green and environmental issues (to become a more
'ethical consumer')
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The ageing population - this group will have different needs from other socioeconomic groups e.g. quieter (active) recreation vs. more adrenaline based sports
Higher proportion of people from the 'lower' socio-economic brackets will have
impact on the type of leisure activities which appeal to this group (particularly in
terms of economic barriers and access to the seafront area)
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Increased car ownership leading to a more mobile population which has a
greater choice of holiday destinations within the UK
Growth of inland holiday destinations e.g. Center Parcs
Introduction of air travel and in particular low cost airlines making European
resorts and cities relatively easy to reach (with 'guaranteed' good weather)
Perceived high cost of UK holidays
Lack of investment in resorts
However a number of seaside resorts have managed to address the decline
partly through regenerating their product, repositioning their profile and
gearing themselves to the short breaks and specialist activities markets. The
Hayling seafront offers a number of exciting opportunities to introduce projects
which through appropriate zoning and product development would help to
create a 'cohesive' tourism offer.
2.2.3 Summary Observations on Tourism (UK and Local)
Nationally the changing nature of the tourism sector has a number of implications
for this project:
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Seasonality
Encouraging more overnight stays
Poor retail/catering experience
Lack of supporting facilities for new growth marketing (outdoor water based
sports)
No real local distinctiveness / identity / brand
Poor micro-transport links, particularly running east to west
Accessibility issues to parts of beach areas
Poor state of repair of some facilities / prominent buildings
It is widely recognised that many seaside resorts in the UK have suffered a
decline over the past 20 years or so largely driven by the reduction in long stay
holidays. Other reasons behind the decline include the following:
In respect of Havant Borough Council the changing socio-demographic profile of the
Borough will potentially have a number of impacts, particularly in providing facilities
which meet specific needs.
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war, natural disasters (Tsunami) and outbreaks of disease (SARS & Bird Flu).
These have an impact of the number of UK residents taking overseas holidays
The UK is facing strong competition from destinations overseas particularly
with the growth of low cost airlines. However, the general outlook for tourism
in the UK remains positive
As people take multiple breaks, convenience becomes a very important factor and
there may be opportunities to offer packaged breaks (based on specialist activities)
with local accommodation providers
People are taking breaks with large and small groups of friends. Therefore, there is
a need to develop experiences which can cater for group visits
There is increasing interest in healthy and more active lifestyles and visitors are
prepared to spend considerable sums of money on pursuing these activities
There is a growing general appreciation among tourists of environmental issues and
a desire to escape from the day to day pressures, especially in urban areas
Overseas holidays are vulnerable, particularly in relation to terrorist incidents (Bali),
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DESIGN PROCESS - TOURISM ASSESSMENT
2.2.4 Summary Observations from Case Examples
Research into the following case examples as tourist destinations (see
separate tourism report) has been reviewed here. They include: Hastings / St
Leonards, Littlehampton (East Beach Café & the Youth Hostel incorporating
TIC and café), the Extreme Academy in Newquay, public art in Morecambe,
Rick Stein in Padstow, Whitstable and the Oyster Festival, Brighton / Hove,
the proposed Bournemouth surf reef, the Emsworth Food Festival and events
on the Isle of Wight. Summary observations from the case examples have
highlighted the importance of the following:
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Develop strategy based upon the local assets, for example, the natural
environment, heritage and geography and market trends
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Recognition that tourism plays a 'role' in regeneration as part of wider strategy
to diversify and create a 'year round economy' (for example, signature
restaurants). One of the key drivers of regeneration success is the
appreciation that economic growth must also occur in other sectors of the
local economy (mixed use)
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It is important to have a long term master plan strategy to ensure that
investment is channelled towards appropriate high quality developments
(including catering, accommodation, events and activities) in tandem with
infrastructure improvements (including the 'public realm')
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Public sector needs to create the 'environment' for regeneration through, for
example, sympathetic local planning policies to actively encourage
reinvestment / investment, allow some bedstock to revert to other uses
(particularly if an over supply or poor quality stock), improve transport
infrastructure
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Consulting and taking onboard the needs of the local community
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Developing partnerships between the public (multi-agency) and private
sectors
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The built and natural environments must be maintained/developed to a high
standard possibly in line with the best practice guidelines (such as The Civil
Trust)
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Iconic structures and design can be used to establish focal points for the
tourism product (and local community)
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Introduce zoning and prioritise areas for investment
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Small initiatives/businesses can have a positive impact (e.g. Rick Stein in
Padstow) and lead to 'organic growth’
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Developments should be progressed to reflect and enhance the individual
identity of the area, as part of an overall master plan vision
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'Pump prime' funding is often important to kick start the programme and to
provide supporting infrastructure
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Single initiatives, for example, the East Beach Café, Littlehampton and the
Another Place sculptures at Crosby can have an a significant and positive
impact
Brighton and Hove, busy beachfront,
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Extreme Academy, Newquay, Cornwall,
image by Mark Ellis
Annual Whitstable Oyster Festival, Kent
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Rick Stein’s success in Padstow placed this village on a map of gourmet places to visit,
Google Picasaweb image library
Seaside restaurant East Beach Cafe Littlehampton by Thomas Heatherwick,
image by Thomas Heatherwick Studio
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