St Annes Town Centre Strategy and Masterplan

The Commission will include three stages

Stage 1 - Commercial Potential Assessment and Town Centre Health Check

Stage 2 - Masterplans for St Annes Town Centre and the Island

Stage 3 - Branding and Marketing Strategy for St Annes

Stage 1 – Commercial Potential Assessment and Town Centre Health Check, including but

not limited to:

• A review of latest government policy on retail and town centres, Future High Streets Fund,

Homes England Funds and other government funding programmes;

• An assessment of commercial investment funds with an interest in investing in St Annes;
• A review of representations in relation to the Local Plan and draft responses or

recommendations for alterations in policy;

• Advice on tailoring existing local plan policy to meet the emerging needs of St Annes Town

Centre;

• Updated primary research in the form of a full consumer survey targeting residents and

visitors to understand shopping, tourism and leisure habits and the implications for future

demands and needs;

• trends and yields;
• Advice for projected needs for comparison and convenience retail floorspace and other

town centre uses/activities up to 2032 including a 5 and 10 year plan period;

• A review of the current proposals with planning permission, allocations and representations

in relation to the adopted Local Plan for retail and town centre uses to ascertain any residual

requirements that might need to be met through additional development proposals.

Stage 2 – Preparation of the Town Centre Masterplan and The Island Masterplan (Stage 2A

and 2B respectively), to include the following:

• An updated masterplan prepared by an Architectural firm;
• A high-level cost appraisal of the development using similar schemes and cost benchmark

data;

• A high-level economic viability study of the masterplan i.e. what will the regenerated

asset(s) long term revenue impact be to the Council and what will the long-term indirect

benefits bring i.e. jobs, tourism growth, leisure numbers;

• Consideration of the adjacent town centre regeneration aspirations;
• An appraisal of the current market – exploring opportunities and possible ‘meanwhile

strategies’;

• A town planning strategy to sit alongside the updated masterplan;
• A report recommending potential options for procurement and delivery of the masterplan,

including funding opportunities, phasing, extent of council direct involvement and

governance;

• Project management of the above to ensure a coordinated masterplan document is

produced and is consulted on properly

Stage 3 – Branding and Marketing Strategy for St Annes, including but not limited to:

• Understand and appreciate the value of the visitor economy of the resort of St Anne’s in its

local, sub regional and regional context expressed in economic terms;

• Based on previous studies, assess the visitor segment markets and highlight the potential

areas of growth within the visitor economy;

• Identify particular sectors within the visitor economy and highlight interventions and

actions that may help with the growth of the visitor economy in respect of broad leisure

attractions and facilities based around the assets and potential of the resort and its broader

context. This may be influenced by locational advantage, heritage, coastline and other

unique attributes;

• Assess the level/type of visitor accommodation and recommend how any gaps in the

market may be addressed e.g. capacity, type, standard;

• Appreciate trends in visitor stays and spend and how this may affect the resort and its

aspirations for growth in the future;

• Identify how any future planning or zoning for the resort may take advantage of particular

growth segments e.g. specialised locations or particular ‘street character’ types;

• Based on previous studies and any potential reassessment, advise on any unique

characteristics of place that can assist on the branding of St. Anne’s as a unique ‘place type’

to be used in future marketing, promotion and reputation building;

• Based around the concept of creating a resort of high-quality offer and reputation through

the creation of a framework for quality standards ‘The Classic Resort’ concept, create an

agreed destination management charter between all of the stakeholders and an agreed

management plan to achieve the appropriate standards;

• Establish the appropriate standard measures to be agreed through partnership;
• Agree action planning, monitoring and a review process;
• Engage the Tourist authorities to agree the measures;
• Explore potential partnership working with other similar located coastal towns to create a

‘quality’ network.