Eastbourne Pier Business Case
Project Application
Please complete each section below referring where necessary to the explanatory notes at
Appendix 1. Please limit your response to 4 pages plus any additional spreadsheets etc for
financial details and timetables etc.
1. Project Title. “Promenade Trail and Play areas”
Lead: Judith Brown
Eastbourne Hospitality Association
108 – 112 Seaside Road
Eastbourne
BN21 3PT
01323 726756
Direct Dial: 01323 724120
In Partnership with:
The Tourist Information Centres
The Toursim Department (attractions on the seafront)
The Pier
Private Tourism attractions and eateries
Visit Eastbourne
Seafront Services
The EHA Tourism Passport
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2. Objectives.
•
Improve Eastbourne’s seafront offering by using “wasted spaces” (PART
1) The 3 level promenade is such a massive asset to Eastbourne because it is flat and
accessible to all. There are many points of interest along the way and the different
levels are special for their own reasons. Some of the parts between the
promenades are currently a wasted opportunity and rather than being cut off from
use – this project aims to open some of these areas to be used. This will then give
a more open feel between certain parts of the promenade.
These wasted spaces will be filled with “natural” activities to encourage young
explorers to make the most of the promenade (rather than appearing to be anti-
social or just walking – which to this age bracket is boring). Such interactive
schemes include:
Balance planks * open chutes between levels * A Fairy Garden * Stepping stones *
funky wiggly lines, footprints hop scotch, spiral shapes on the promenade * tubes
to shout in * Cobble River bed * crawl tunnel* scales * Spider log frame * Oxo
Checker board tree stump (kids use their own pebbles and shells), water play
tables (think Herstmonceux Science in smaller chunks).
Part 1 would also include the creation of a sandpit area for young children. There
is a real need and demand for this.
•
Provide “entertainment” pitches for entertainers & Licence to
photographer(PART 2) During high season and weekends designate small areas (which will indicated by
discreet indicators) for entertainers such as musicians, moving statues, children’s
entertainers(clowns, balloons) and caricaturists. This will give the promenade or
more lively presence. Also a photographer to be licensed to take pictures of
people enjoying themselves on the promenade and seeking permission from them
to use these images as well as people buying prints themselves.
•
An interactive Trail which encourages people to engage with the
promenade as well as other attractions along the seafront thereby
increasing footfall into these attractions by use of incentive (PART 3) A Treasure Hunt Trial would be designed which would be interactive and suit all
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ages. For the young the aim would be to find the hidden “character pebbles”
amongst the areas between the promenades. They will use either an APP or a
paper map trail as part of a small bag (which could be built into existing maps such
as the Tourism Passport – which could then bring in prize incentives from
participating businesses).
For Teens their interaction will be through their phones/i-pads – thereby using
seafront wi-fi already available (which needs to be better advertised). For their
treasure hunt they must upload photographs of their adventure to an app. They
will use the app to ask the questions/solve clues leading to the next location. They
will then be sharing via Facebook as they go thereby promoting the resort.
Rewards can be something online, a game chip or a drink/snack, free game in the
arcade (i.e. something that moves them on into an attraction – ideally involving
the pier).
For adults their interaction will also be through their phones or paper map as part
of a small bag but this time with a more historical/cultural context. Along the
route would be discreet clues which would be long lasting.
It is also envisaged that the clues shall continue within the venues along the
seafront itself thereby creating mini-trails. This will encourage people to go into
these venues, explore them and hopefully spend money.
3. Strategic Fit.
• This project will join the parties listed under paragraph 1 together but more
importantly serve to link all the tourism businesses together along the seafront
and into the town centre
• This programme includes the elderly, school children, families, business people,
independent retails, national chains, hotel guests and the less advantaged areas
surrounding the main shopping centre.
• It also links the Pier, Eastbourne Retailers, Restaurants, Pubs and Hotels with all
our residents and visitors.
• It also provides and encourages physical and community activity.
• With the enhancements anticipated it also has the potential of being a project that
will also positively contribute to an increase in returning tourism on the basis that
participants of the trail will enjoy. It will also enhance the environment of the
promenade in a non-intrusive way using (for the most part) space that is “dead
space”, unappealing and unsightly.
• Accordingly this project has aspects that satisfy all four of the Corporate Plan’s
priority themes.
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4. Interdependencies.
• Save for EHA as the proposers no other parties have yet been consulted owing to
the fact that we have had a short time scale forced on us and this idea simply
came forward as a direct result of the £2million award from the Government.
• In terms of its need it has already been highlighted by the 2012 Visitor Survey that
there is a lack of activity for families in Eastbourne.
• The fact that the Seafront Survey is being carried out indicates there is recognition
that the seafront offer can be improved.
• It will link very well with a number of the other potential schemes such as:
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the History trail project being proposed as they can link up where each end
or overlap.
•
The development of Visit Eastbourne (in relation to the app and IT
integration)
•
The Current Tourism Passport
•
The Tourism “businesses” already in operation on the seafront.
5. Achievability and Options Appraisal.
• The Project will be more effective if all parts were carried out at the same time.
This said it is possible to adapt this project to fit in with the available funds from
the grant. For example in relation to “PART 1” , 5 sites have been identified but
this could be reduced to 2 for example.
6.Affordability, Cost Benefit, Cost risks, Added Value.
Part 1 Costs – Per wasted space area
Overall Budget per space to include the planning, architecture and materials –
£20,000
With an aim of 5 sites total cost
£100,000 plus an estimated cost of
£20,000 for the
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sandpit area. Each area will vary depending on the size (it should be remembered that
these spaces are not large). Included in this figure are costs in relation to any planning
application required.
Materials used would be locally sourced and for example features like “rock art” could
involve local schools or brownies in coming up with designs for each area (e.g. the fairy
garden – thereby giving an added value to the project).
Future costs – There will be an element of inspection and maintenance, this is relatively
small because we are using natural materials and as the areas are currently maintained
by Seafront Services it would be expected that no different level of maintenance would
be required.
The Sandpit is the only aspect of this part which would have a higher maintenance cost
and so it is envisaged that this a “pay to use service” for a morning or afternoon charge
for which the child gets a wristband to play in. The choices here are that the pit space is
rented out to a private contractor to manage or alternatively it is run by Seafront
Services with wristbands purchased from Life Guard or seafront office. Deckchair
wardens who patrol any way for payment checks would then patrol for wristbands (rather
than pay for a full time staff presence). The type of price envisaged is £3 for a session.
The money raised would cover maintenance and running costs.
Part 2
Costs for moveable sign/Mat to be placed in areas to be licensed -
£1,000
The entertainers themselves would simply pay a small licence for each time and then
would be able to charge for services or have a pot for donations. Works well abroad and
on the tube why not here?
Income from the licences can pay for any replaced signage/mat.
Photographer – EBC may want to think about renting out one of the small empty
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spaces along the seafront to the photographer for income
Part 3
Character Pebbles –
Budget - £1,000
App development costs – to integrate with Visit Eastbourne so that it can be maintained
by the same team (anticipated that there should be little maintenance or amendment
required). As part of Year one the App would be free but then for year two a small
charge could be considered if unforeseen changes need to be made.
Budget costs - £25,000
The small bag to go with the treasure trail (if they are not using the app) would be
distributed by TICs and hotels and guesthouses and other attractions along the trail. It is
envisaged that this aspect of the project will be run by the TIC meaning that they would
benefit from the profits available.
The bags would contain:
“Young family bag”
Trail map/booklet, Eastbourne branded pencil (they take to school – a walking advert!),
coloured lenses so they can see things in different light with different shaped frames,
magnifying glass to see things, Tourism Passport, bubbles (everyone loves bubbles and
people will wonder what’s going on as they are blowing bubbles!) A medal.
Cost of production - £3.00
Cost to retailers - £4.00
Cost to public - £5.00
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“Mixed Family bag/Adults”
Trail map/booklet, Eastbourne branded pencil, Tourism Passport, bubbles, fridge magnet,
a Noise making device of some kind for the route!
Cost of production - £3.00
Cost to retailers - £4.00
Cost to public - £5.00
Initial set up costs to start the ball rolling with bags – 5,000 bags - £15,000 plus
£5,000 set up costs. = £20,000
Total Cost for this project sought
from the fund - £148,000
7. Delivery timetable.
Part 2 and Part 3 could be completed in 6 – 9 months. Part 1 could take longer
depending on Planning permission
8. Risks.
Planning permission delays in relation to Part 1 and Licensing resistance in relation to
Part 2 and possible changes to by-laws on the promenade which are no outdated for
modern day living and if we truly want to make this town to move on some things have
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to move with it.
9. Exit strategy.
Dealt with under part 6
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Appendix 1
Explanatory Notes
1. The grant has broadly been allocated to support the tourism regeneration of
Eastbourne and mitigate the impact of the fire. Consider how the project will
address a proven need; stimulate regeneration and renewal of the town and
complement existing plans and projects.
2. How will the project contribute to the DCLG Vision and local objectives; see
DCLG Business Plan and EBC Corporate plan at the following links:
https://www.gov.uk/government/uploads/system/uploads/attachment_data/fil
e/7510/CLG-Business-Plan1.pdf
http://www.eastbourne.gov.uk/EasysiteWeb/getresource.axd?AssetID=210648
&type=full&servicetype=Inline&filename=/corporateplanrefresh1415pdf.pdf
3. Is the project unlikely to be achieved without grant support? Can the project
deliver a good return on investment and Value for Money? Will the project
create burdensome legacy revenue/operational costs? Will the project lever in
additional investment and resources? Has there been an allowance for inflation
and contingencies?
4. Consider the following;
a. would the project be achieved without grant?
b. will the project significantly disadvantage other aspects of local
economy?
c. is the project likely to have broad based political and community
support?
d. is the project legally, technically and practically deliverable?
e. if planning permission is required, is this likely to be approved?
f. will the project be economically sustainable?
If you would like support in completing the application then Paul Quanstrom is
available to assist. Paul’s contact details are:-
Email:
xxxx.xxxxxxxxx@xxxxxxxxxx.xxx.xx
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Phone: 01323415375/07977502582
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