Britain’s seaside towns have been warned not to destroy their traditions and heritage by trying to offer a city experience.
Entrepreneur Norman Wallis, whose consultancy Funporium advises attraction projects and rides, has encouraged resorts to be braver in their tourism initiatives.
His firm recently restored and saved Southport Pleasureland and has used the example to urge towns to not take a ‘cookie cutter’ approach or go too far with residential and retail upgrades.
“People don’t go to seaside towns for the experiences they want on a city break, so retail and residential developments aren’t the solution to stimulating regeneration,” he explained.
“Seaside towns are different and the difference needs to be celebrated. It’s fine to have aspirations; to upgrade facilities and infrastructure but more shops and apartments, when so many are already empty, are not the answer,” he added.
While a lack of funds is likely to be holding back the development of some attractions, Wallis urged towns to consider restoring big anchor attractions that hold values to the area and take advantage of the rising interest in retro or vintage culture.
Pushing aside concerns about the weather, Wallis encouraged more inside attractions be developed.
Already there: how Blackpool has stayed number one
Blackpool is a prime example of a seaside resort which has recognised what is unique about the destination and developed from its history.
Each year its infamous Blackpool Illuminations are updated with innovative designs and new technology and now includes a free concert when switched on, which this year will include a performance by The Script (pictured) and Eliza Doolittle.
Meanwhile the PleasureBeach has signed deals with Nickelodeon and Wallace & Gromit to boost its appeal and the Blackpool Tower has used the popularity of Strictly Come Dancing to increase sales at its ballroom.
Merlin Entertainments has also had a significant impact on the area with its eight attractions – which are all indoors.
In an interview with Travel Daily, Merlin’s head of Blackpool cluster Iain Hawkins said the council had been quick to restore buildings then hand them to an international operator to run. He too is aware of the town’s heritage and appeal.
“We know that the biggest attraction is still the beach, all seven miles of it, and Blackpool is still the number one British seaside resort but we can always do more to boost this,” he said. “We do that by working together and holding hands with other attractions – we cannot see them as just competitors but product to involve in our plans.”
To read the full interview, click here.
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