Destination Management Plan 2019-2021

D E S T I N AT I O N

Blackpool Resort Place-Making 2019-2021

A Destination Management Plan for Blackpool

Blackpool is the UK’s most visited seaside destination 2

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Introduction

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Welcome With 18 million visitors a year, Blackpool holds a special place in the hearts of the British public.

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Image Gregg Wolstenholme @wolstenholmepic

Introduction Blackpool is the most popular seaside destination in the UK. Our ambition is to keep the resort at the forefront of tourism for generations to come.

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The ProďŹ le of Blackpool Tourism is the economic lifeblood of Blackpool. It directly supports thousands of businesses and more than 25,000 jobs, and indirectly supports employment and a myriad of businesses within the local supply chain.

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The Value of the Visitor Economy

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Creating a city vibe in an iconic beach location

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The Brand Position “City Life On The Beach” is an aspirational brand position.

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Changing Times Standing still is not an option for a resort that prides itself on being the home of family fun and entertainment. Success lies in the continual reinvention of the tourism oďŹ&#x20AC;er.

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Image: Lightpool projections

Blackpool is a place that is wonderfully unique, surprising and challengingâ&#x20AC;¦ 3<,? @A=,6>@ 5(99?(+@ 328?99@"<778;;3+@&/'!

The story so Far The Blackpool Tower

Winter Gardens

Transport Infrastructure

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Visitor Attractions

Hotel Accommodation

Events & Entertainment

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14

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Marketing

Food & Drink Offer

Changing Perceptions

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15

3

The Next Chapter Resort regeneration is about engineering change on a scale and of a quality that will cement Blackpoolâ&#x20AC;&#x2122;s future as the UKâ&#x20AC;&#x2122;s most popular seaside destination for generations to come.

16

Building on solid foundationsâ&#x20AC;¦ This Destination Management Plan seeks to build on the great strides that have been made since the original version was published in 2015.

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17 1 7

18 18

Headline project 1: Blackpool Central The ÂŁ300m Blackpool Central development will bring world-class visitor attractions to a landmark site on the Golden Mile together with new hotels, restaurants, food market, event square, residential apartments and multi-storey parking. It marks the biggest single investment in Blackpoolâ&#x20AC;&#x2122;s tourism industry for more than a century.

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19

20 20

Headline project 2: Winter Gardens Conference Centre A ÂŁ28m investment in a new, state-of-theart conference and exhibition centre next to the Winter Gardens which will open for business in spring 2020.

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21

22 22

Headline project 3: Blackpool Museum The Blackpool Museum project will celebrate the resortâ&#x20AC;&#x2122;s unique place in popular culture as the birthplace of mass tourism.

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23

24 24

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Headline project 4: Next generation hotels The coming years will see the construction of several next generation hotels, bringing a range of three, four and five star hotels to supplement Blackpoolâ&#x20AC;&#x2122;s existing and extensive accommodation offer.

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25

26 26

Headline project 5: Talbot Gateway A new ÂŁ23m tramway extension from the Promenade to Blackpool North Station, creating a seamless link to the newly-electrified rail line which has opened up the resort to direct services from destinations including London, Birmingham and Manchester.

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27

a New Horizon This three-year timeline sets out a series of key projects that will help to reshape the new Blackpool. ;77?4>=-?7(+@>6?9?@;) ?4>=-?9@6<-?@>6?@2;>?:>=<7@>;@28;-=5? >6?@9>?2 46<:,?@>6<>@*=77@48?<>?@<@5?9>=:<>=;:@>6<>@?:,?:5?89@ =33?:9?@4=-=4@28=5?+@<>>8<4>9@:?*@,?:?8<>=;:9@;0@-=9=>;89@<:5 8?<00=839@"7<4$2;;7 9@9><>19@<9@>6?@3;9>@2;217<8@)?<46 8?9;8>@=:@>6?@ .

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29

5

DMP Priorities The value of tourism is more oî&#x2020;żen measured in volumes of visitors.

Whilst that is an important statistic, it only tells part of the story in terms of its impact on the local economy.

One of the purposes of the Destination Management Plan is to deliver the transformational change that can alter perceptions of the resort, convert day visitors into staying visitors, and promote repeat visits.

30

Image: ICON, Blackpool Pleasure Beach

Key Growth Targets Description

Baseline figure

2018 target

2019 target

2020 target

2021 target

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31

www.blackpool.gov.uk