Lynton & Lynmouth Growing the Local Economy

1. Lynton & LynmouthGrowing the Local Economy Ellen Vernon & Vanessa Harrison North Devon Council June 2013

2. Background Declining visitor numbers car parking figures anecdotal via businesses – footfall reduced Business confidence is low Current landscape: Town Council – keen to understand the issues and seek solutions, a fresh approach Local business groups – existing collaboration and already putting energies into a range of tourism/marketing initiatives Approach – take a step back and consider strategically, develop a portfolio of activity – from simple quick wins through to the ambitious Consider the potential role of other players (action, support and advice, funding): North Devon Council – economic development and regeneration unit North Devon+ - marketing, business support Exmoor National Park Devon County Council LEP (Heart of the South West Local Enterprise Partnership)

3. SWOT Approach Day out walking Lynton & Lynmouth, starting to understand the locality SWOT – Strengths Weaknesses Opportunities Threats Input from all, not definitive

4. Strengths Coastline, cliffs, natural environment Tranquillity, dark skies Strong sense of place once arrive, distinctive setting Identity – widely heard of (due to 1952 disaster) Cliff railway Valley of the Rocks Goats Coast path Private sector investment - Tors Hotel, Baa Bar Public sector investment – Lynmouth Pavilion Attractive, usable harbour Exmoor, Watersmeet An overall desire to make the economy work, to bring vibrancy to the town Town council owned assets

5. Weaknesses Closed in winter – emphasis on main season Demographic profile – ageing, young people leave Economy relies on tourism industry Flood exhibition – popular but very tired Lack of all weather attractions Peripherality – distance, limited travel options to visit, work etc Internet connectivity Retail offer – in general quite traditional Accommodation offer ?? Enough to fill up a day out?

6. Opportunities Changing tourism marketplace – specific segments, short breaks, higher quality , families (apartments), corporate Surfer market, other activity related segments (you’d be surprised at the profile...) Motorhomes Consider other economic sectors that could balance the economic profile Events – success already, build on Under-utilised assets – Manor Gardens Stronger links to other localities along the coast or in sub region – string of pearls concept Leisure spend has had some resilience A good platform to build on in terms of PR/marketing – locality known, plenty of quirks and human interest aspects A distinctive identity/brand used by all - single message

7. Threats No adaptation to tourism market changes, decline continues, product weakens Messages don’t utilise the correct channels to reach new target audiences Failure of community/businesses in fully collaborating Fire-fighting approach only – respond to immediate needs but don’t plan for future

8. 4 Areas Marketing and events Transport, signage, connectivity Business Support Developing the product

9. Knowledge is power......... Tourism – more important to Lynton & Lynmouth than many other locations due to the reliance on this sector, so vital to understand consumer trends: Profile of visitors - staying and day historic trends socio-demographic, home location spend patterns, key interests, motivators to visit length of stay, accommodation type, preferred media/best way to reach? Forecasts around growing/future visitor types national trends, leisure vs.... tourism? Know the competition.... are competing locations known? how often are they visited/checked? what is the product? Who is targeted and how? Visitor survey – good starting point, but need to understand more How to find out more: North Devon+ Visit competitor locations Google!

10. Marketing Approach Strong destination identity/brand – use on everything. Consistent and distinctive design style that is owned Co-ordinated and persistent approach to PR – focus on social media, web etc Develop strong network who are passionate and comfortable with social media – do not need to be businesses by any means. Opportunity for younger age groups and/or creatively minded to engage with. Added value – perhaps leaflet is also a map, and gives all the information needed. Ensure available on website as pdf. Trails leaflets? Treasure Hunts? Link to environment/archaeology/literature Understanding how to use social media – North Devon+

11. Events Evidence has shown events attract footfall, often new/different people, both Lynton and other localities in North Devon Need a planned approach not too diverse/frequent to dilute, but regular enough to encourage repeat visits markets – food, craft, vintage fairs niche – model railways, and allsorts! use key calendar occasions – Hallowe’en, Christmas, primary children audience - off season target half terms – local ‘day out’ market accept there will be some trial and error use existing assets/USP – Hallowe’en event on cliff railway , Santa Claus on the railway, candlelit carols on the cliff path etc. Use Manor Gardens Can be labour intensive, need time to plan, Ensure events are promoted

12. Transport, Signage & Connectivity Understand car parking patterns – NDC (does depend on data format) Ability to measure additional footfall from events What are the barriers or gaps Liaise with coach companies – incentivise Sat nav issues - discuss with DCC Views on signage in/around town? Coast path walkers drawn into the town? Wayfinding project – map signage and identify items for removal, cleaning, gaps etc Links via sea – Ilfracombe, Minehead (?) Watchet, Porlock Broadband and WiFi – explore opportunity for locality’s involvement in the Exmoor project

13. Business Support Retail business rates – investigate missed opportunities? longer opening hours e-commerce social media product change? (see competitor locations) bespoke business support/training sessions/seminar on these issues? Need to diversify economic structure – within confines of ENPA Home working – business services opportunity existing levels? ability for growth, premises constraints? need for workspace in Lynton or Lynmouth? what levels of knowledge are there?

14. Tourism Product What are the gaps? Simple through to ambitious..... Need to reference back to the visitor insights and emerging tourism trends, but could include: Activity focused – Go Ape, treetop walk, dry toboggan run Facilities – bike racks, surf racks Information – surf web cam Cultural tourism – sculpture, outdoor theatre – Manor Gardens Food/drink/accommodation – are there gaps? Is there a need to seek inward investment, actively promote vacant premises/sites? Next steps Debate concepts Identify sites – private or public Role of planning authority Development work required? Attracting inward investment

15. Next Steps Gather views from more businesses Understanding data/information held, identify gaps and how to fill Role of North Devon+ Areas for NDC to respond on Overall views?