Enhancing the Sustainable Tourism Potential of the Slapton Line Area. A Tourism Strategy for Destination Start Bay

Transcription

1 Enhancing the Sustainable Tourism Potential of the Slapton Line Area A Tourism Strategy for Destination Start Bay Presented by Su Beswick Marketing 19 th June 2009

2 CONTENTS Page Executive Summary 3 1 Introduction 6 2 Sustainable Tourism 7 3 Current Tourism Activity: The Wider Picture 8 Key Facts 8 Visit Characteristics 9 Visitor Profiles 10 4 Tourism Trends 11 5 Tourism in the Slapton Line/ Start Bay area 12 Current tourism product: Natural Attractions/Environment 12 Current tourism product: Culture & Heritage 13 Events 15 6 Facilities for Visitors 18 7 Public Transport & Car Parking 20 8 Visitors to Slapton Line/Start Bay area 22 9 The Developing Offer 23 Interpretation 23 Walkers are Welcome 25 South West Coast Path 25 Green Tourism Business Development 25 Business Investment 27 Investment in the Public Realm Destination SWOT Analysis Adaptation & Change 31 Local Population 31 Visitor Capacity Issues Opportunities for Growth Tourism Strategic Vision Strategic Objectives Communication Objectives Strategy: Desirable Change & Opportunities Branding Product & Marketing Development: 40 Recommendations for Action Appendix: Contact Details 44 2

3 EXECUTIVE SUMMARY 1. Tourism is a key industry for the Slapton Sands/Start Bay area. Visitor surveys show that the main market for the South Hams as a whole is domestic tourists from the UK visiting in the main, as couples (ABC1 s aged 45) plus without children. At peak times during school holidays, the district is popular with professional family groups. The majority of staying visitors come from elsewhere in the West Country, London and the South East and the Midlands. They travel to the area by car and enjoy the flexibility that this offers on holiday. 2. The largest proportion of visitors can be classified as walkers (69%) and visitors to historic sites (48%). They come to relax, enjoy the natural environment and spend time with friends and family as recreational visitors. Most visitors, highest amongst those staying in the area, intend to participate in an active outdoor pursuit (63%). Tourism related trips to the South Hams which include some form of countryside recreation activity are worth an estimated 112 million to the local economy. Coastal and countryside visits account for 49% of total day visits giving a total spend of million. 3. As there has been no specific visitor research carried out in the Slapton Sands/Start Bay area, it is deemed reasonable to assume for this study that visitor profiles and visit characteristics are very similar to those of the South Hams as a whole. The importance of those visiting friends, family and relatives (VFR) should not be underestimated. 4. Self catering in the Slapton Sands/Start Bay area is the main type of visitor accommodation provision reflecting changes in demand and holiday patterns over the last ten years or so with former hotels and guest houses being converted to second homes and properties to let for holiday use. The serviced accommodation sector generally experiences lower monthly average occupancy levels than self catering. 5. Expenditure on food and drink generated by all visitors to the South Hams is estimated at 72 million with day visitors accounting for 56% of expenditure. The mild climate, rich soils and coastline provide a broad range of food and drink products. These in turn support the area s growing reputation for fine food and excellent cuisine served in local hotels, restaurants, cafes, inns, shops and by outside caterers for events and servicing self catering venues and visitors. There is a hub of 19 businesses in the Dartmouth, Slapton Line and Start Bay area that are members of Food and Drink Devon. 6. Tourism trends show that people are booking holidays later, taking more short breaks, choosing destinations that are easy to get to, finding information and booking online and wanting an experience whilst away, whether cultural, historical or memories to take away. 3

4 7. The South Hams is recognised as a Beacon area for sustainable tourism development with 15 accredited Green Tourism Business Scheme members in the Slapton Sands/Start Bay area. Quality and Sustainability are the foundation of the Tourism Strategy. 8. The designated icon natural attractions such as the South West Coast Path National Trail and the National Nature Reserve at Slapton Ley are a magnet for staying and day trip visitors. The Tourism Strategy acknowledges the unique sense of place of this incredibly beautiful destination, afforded by its environmental pedigree, distinct cultural heritage and geographical attributes. Together these offer endless possibilities for enjoyment and experience of the Great Outdoors. 9. The Strategy aims to unify the tourism offer and provide a framework for development of sustainable tourism initiatives to help businesses and communities adapt to coastal changes that threaten the A379 coastal road. It is anticipated that these initiatives, both in the short and longer term, are likely to be developed through the partnership of public and private sector organisations with local communities. 10. The vision is To sustain Start Bay as a unique, world class, cultural and recreational visitor destination. Start Bay, South Devon s premier, natural arena for recreation and fun. Discovery and experience for all underpin the holiday offer. Slapton Ley and the National Nature Reserve are at the destination s heart. The unique selling point is: The Changing Coast and the opportunities it presents. 11. Objectives of the Tourism Strategy aim: To unify and link sustainable tourism activity To develop and promote the unique sense of place To increase visitor stays and day visits all year round, notably out of season To increase visitor expenditure into the local economy To enhance and develop cultural and recreational opportunities for tourism To maintain a high level of repeat business 12. Visit Start Bay is proposed as the brand umbrella to bring together cultural and recreational themes and activity, sustainable tourism development and marketing. Start Bay is a well known geographical and maritime name for the coastal communities between Dartmouth and Start Point. Start Bay embraces a number of villages where further exploration of cultural heritage, people and places and land shaped by the sea, can develop positive economic and social benefits to local communities 13. Market segmentation is geared towards ABC1, UK staying and day trip visitors: the active retired, pre-school families, young professional couples, family groups and visiting friends, family and relatives. 4

5 14. The Strategy aims to develop and promote tourism activity all year round, primarily catering for walkers of all abilities and offering a wide range of outdoor pursuits and interests from bird watching to sports activities, both on land and in water. It celebrates the talent and skills of those engaged in the local food industry and the creative arts and crafts. 15. It seeks to maximise possibilities arising from the London 2010 Olympic Games and Paralympic Games both in terms of visits to the area and through an anticipated increase in the nation s interest in and take up of the healthy benefits of active lifestyles. 16. The Tourism Strategy builds on excellence in management and interpretation of the designated landscape areas and National Nature Reserve to help sustain Start Bay and its communities in the face of future loss of the A379 coastal road. It plans to ensure the sustainable tourism potential of the area is realised now and in the future. 17. Initiatives are proposed for delivery within the next two to three years subject to funding and collaboration between partner organisations, local business and communities. These relate to developing the recreational and cultural product on the ground through development of further trails and interpretation, tapping into the marketing of existing membership organisations such as Visit South Devon, developing joint promotions and providing effective visitor communications both off and online. These should be taken forward through the work of the Slapton Line Partnership and as part of a bid for South Devon Coastal Local Action (SDCLAG) group funding. 18. The future of the Adaptation Programme is in question with the current DEFRA and partner funded programme coming to an end in However, the Slapton Line Partnership continues thereafter and is probably the most suitable vehicle to drive action, access of funding opportunities and collaborative working that will be necessary. In the immediate coming months, the Strategy should serve as an ongoing work plan for the Slapton Line Partnership and as part of the SDCLAG Programme in support of new initiatives identified. These will require co-ordination of activity. 19. There is a need for continuity in public sector support for the local businesses and communities in their ongoing adaptation to change. Thus, continuation of the Adaptation work of the Slapton Line Partnership post project end in 2010 is recommended through the extension of the part time manager post to achieve delivery. Additional partnership funding should therefore be sought to maximise the opportunities afforded by the SDCLAG programme to bring benefits to the local communities in Start Bay. 20. In the longer term, capital investment through public sector partnerships is required to mitigate the impacts of coastal erosion in vulnerable stretches of the road and where breach may occur. The issue of car parking is a critical issue should parts of the Memorial Car Park be lost to the sea, road breach occurs and new wildlife environments created. More people could be attracted to Start Bay as a result and as new recreational opportunities open up. 5

6 1 INTRODUCTION 1.1 The Slapton Line Partnership (SLP) 1 was formed following the Slapton Line road closure in 2001 caused by storm damage. The Adaptation Plan is a series of activities designed to assist surrounding communities to adapt to the long term loss of the road. A theme of the Adaptation Plan has been to deliver advice and assistance to small businesses, through the setting up of a Business Forum in 2008 with the focus on marketing advice for the tourism, catering, craft and local produce sectors. This has been achieved during 2008/2009 through a Marketing Planning for Change workshop, fifteen one to one marketing advisory sessions, a follow up Business Forum workshop and a Getting Your Website Noticed seminar. The Business Forum has engaged with over 60 local businesses. Information emerging from the workshop and advisory sessions, has developed ideas on how to go forward and outlined next steps to progress these. The consensus was to create a tourism strategy for a destination based around the Slapton Line/Start Bay area that embraces the Forum s ideas and activities. These are taken on boarding this report. A small business working group was appointed to steer strategy development. Strategy Aim 1.2 This Tourism Strategy document creates a purposeful reference document for businesses and residents in the area and aims: To inform SLP project adaptation activities. To provide a source of material for grant applications. To enhance the sustainable tourism potential of the Slapton Line area both in the immediate and longer term future. To develop a common vision with associated themes To encourage businesses to develop products to fit Area of Focus 1.3 The Tourism Strategy identifies the Destination Area as between Dartmouth and Start Point in South Devon and the immediate hinterland and is referred to in the report s early stages as Slapton Line/Start Bay. The central focus is on the A379 coastal road that follows the Slapton Line between Torcross and Strete Gate and links the villages of Stoke Fleming, Strete, Torcross, Stokenham and Chillington. The villages of Slapton and Beesands are also included. This area concurs with that identified in the 2006 Slapton Coastal Zone Management Study prepared by Scott Wilson for the Slapton Line Partnership. 1 The Slapton Line Partnership consists of Devon County Council, South Hams District Council and Natural England with input from the environment Agency, the Whitley Wildlife Conservation Trust and Slapton Ley Field Centre and local community representatives. 6

7 2 SUSTAINABLE TOURISM The Tourism Strategy has sustainability at its core inline with national, regional, county and local government policies. 2.1 The United Nations World Tourism Organisation (UNWTO) defines sustainable tourism as: Tourism that meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future. 2.2 Nationally, the Department for Culture Media and Sport (DCMS) set out it s framework for developing and promoting sustainable tourism in its strategy document Tomorrow s Tourism. 2.3 Regionally, South West Tourism s vision, Towards 2015 Shaping Tomorrow s Tourism published in 2005 states: By 2015, the South West of England will be internationally recognised as a model tourism destination. This will be achieved by creating a unique balance between its environment, communities, industry and visitor satisfaction, while earning long-term economic, environmental and social benefit for the whole region. 2.4 Destination Devon s Sustainable Tourism Action Plan supports the vision to develop: A thriving, profitable year-round tourism industry, which brings benefits to our communities, cares for our world-class environment and competes on the world-stage as a quality visitor destination. 2.5 In the South Hams of South Devon, sustainability has been at the forefront of tourism development since as early as 1993 with the South Devon Green Tourism Pilot Initiative winning an England for Excellence Award in The Green Audit Kit published in 2006 was trialled with local tourism businesses to encourage environmental management and later adopted at national level. This led to a pilot of the South Hams Green Tourism Business Scheme (GTBS) in 2000 and its full introduction in The success of the partnership 2 initiative was the catalyst for roll out throughout the region and other parts of England. The South Hams has the highest concentration of accredited, GTBS businesses, some 45 award winners and 1 awaiting grading (Source: Green Business UK). South Hams Council is a Beacon Authority for promoting Sustainable Tourism. 2 A South Hams District Council project with financial support from: Countryside Agency, South West Tourism, Devon County Council, Dartmoor National Park, South West RDA & EU Objective2 funding. 7

8 3 CURRENT TOURISM ACTIVITY: THE WIDER PICTURE This section reviews tourism activity in the wider region and the South Hams. Tourism is worth more than 9 billion to the South West economy with around 23 million staying visitors each year and 96 million day visitors. Tourism statistics show a steady year-on-year growth between 2003 and 2007, 3 a sound base on which to build during economic recovery. Devon 3.1 There has been a notable increase of UK visitors coming to Devon, with the county showing 10% over the 2006 to 2007 period. In 2007, British visitors staying in the county generated more than 1.1 billion, an increase of 28 per cent on the previous year. Devon was the fastest-growing tourism destination for British visitors to the South West, out performing both Cornwall and Dorset. Key facts: Devon 2007 Total number of trips (day and staying visits) was 25,954,792 compared to 14,793,343 in Cornwall. Total employment in terms of full -time and part-time jobs, relying on tourism was 67,981, of which 50,215 were full time. This amounts to 12% of total employment. Visitors stayed a total of 26 million nights equating to a 1.3 billion spend. Day visitors made 20 million trips equating to a 876 million spend. Total staying and day visitor related spend: 2.3 billion South Hams of South Devon 3.2 Key facts ,000 trips by staying visitors 3,015,000 staying visitor nights 143,208,000 spend by staying visitors 2,384,000 day visits 98,222,000 spend by day visitors 13,737,000 other tourism related spend 4 6,402 jobs related to tourism spending 15% of employment is supported by tourism 255 million total spend by all visitors 31,200 5 staying visitors in summer peak months The figures show that the South Hams of South Devon is heavily reliant on tourism with 15% of employment supported by tourism as compared to 12% for Devon as a whole. Domestic visitors account for 90.5% of visitor nights and overseas visitors, only 9.5%. 3 The statistics on this page are taken from the Value of Tourism Report 2007 published by South West Tourism 4 Visiting friends and families (VFR) account for 7,498,000 and 55% of other tourism related spend 5 Source: Devon Tourism Trends

9 3.3 Market share: South Devon has 24% of Devon's tourism market share, second to Torbay with 25% and close to North Devon with 20%. (Source: Devon Tourism Trends 2007). In the wider area, Torbay attracts around 1.7 million visitors per year, making it the single largest visitor destination in Devon with a total of 5.3 m visitor nights and associated spend of over 322 million a year (Value of Tourism Report South West Tourism). Many holidaymakers from Torbay are known to visit the coast in the South Hams by car or coach. 3.4 Accommodation capacity: Serviced accommodation in the South Hams accounts for 16.5% of the 26,590 bed spaces available for visitors. Self- catering accommodation makes up 83.5% of bed spaces, with 43.5% of those in touring pitches and 40% in flats and houses. (Source: Devon Tourism Trends 2007). 3.5 Serviced accommodation occupancy: The monthly average serviced accommodation bed space occupancy in the South Hams for 2007 was 41% (Source: Devon Tourism Trends 2007). Visit Characteristics 3.6 Food and drink: In 2007 in the South Hams, 72.8m expenditure was generated by all staying (including overseas) and day visitors on food and drink. Day visitors account for: 56% expenditure. (The Value of Tourism Report 2007 published by South West Tourism). 3.7 Main markets: The majority of visitors come to the South Hams from elsewhere in the West Country (33%), London and the South East (28%), the West Midlands (9%) and the Eastern counties (9%). 3.8 Travel to the area: 79% of visitors travel to the South Hams by car; 7% by train. 3.9 Main holiday activities: In 1998, a major South Hams Visitor Survey was carried out to determine the main visitor activities on holiday. Popular activities available within the Slapton Line/Start Bay area: Walking along the coast and countryside (83%) Eating out locally (75%) Going to the beach (64%) Not surprisingly, sightseeing by car (69%) was a top holiday activity. 9

10 3.10 South Hams Life into Landscape 6 Visitor Survey 2005/06: The primary aim of this visitor survey was to gather more in-depth and useful information about visitor participation in countryside recreation activities within the context of the landscape of the South Devon AONB. The Slapton Line/Start Bay destination has AONB status. 1,115 completed questionnaires were undertaken by South West Tourism Research Department between June 2005 and June 2006 a comprehensive survey across seasons. Visitor Profiles 3.11 Key survey findings: The majority of groups contained adults visiting the District without children (77%) who typically fell into the middle/older age brackets (56% were aged 45+ years) and were categorised ABC1 s (64%). The profile of visitors changed little throughout the year, although a slightly higher proportion of adults with children (32%) and younger visitors (32% aged 34 years and under) were encountered in the District during the peak season. Relaxation (26%), the natural environment (30%) and spending time with friends/family (16%) were the three factors considered to be of highest importance to visitors when choosing to visit the South Hams. The majority of visitors encountered (82%) were on a repeat visit to the District. The largest proportions of visitors were classified as walkers (69%) and visitors to historic sites (48%) Walkers a main market segment: The Life into Landscape Survey found that the majority of walkers (59%) were taking part in a walk/ramble during their current visit. The South West Coast Path was the most frequently mentioned route (41%). The proportions of visitors taking part in a walk/ramble was highest during the peak period months of July to September (64%) and lowest during the shoulder months of February to June (53%). Walkers opinions of various aspects of walking in the South Hams were good to very good Visitors to historic monuments: Just under half of these visitors (48%) were visiting a historic site/ancient monument during their current visit. Dartmouth Castle was the most frequently mentioned site (46% of all visitors to historic monuments). Visitors opinions of various aspects of visiting historic sites/ancient monuments in the South Hams were good to very good Outdoor pursuits: The lowest proportion of visitors was classified as outdoor pursuits participants (12%). However, the majority of these visitors were intending to take part in an outdoor active pursuit during their current visit to the District (63%). 6 Life into Landscape is a partnership of local authorities and conservation organisations throughout South Devon who have joined forces to implement ten programmes of work that contribute to the enhancement of the natural and cultural landscape heritage of the area and people s enjoyment of it. 10

11 3.15 Recreational visitors: Just over half (52%) of all visitors to the South Hams during the 2005/6 survey were classified as recreational visitors i.e. they were taking part in one or more outdoor recreational activity (medium/long walk, visiting historic sites/ancient monuments, medium/long cycle or outdoor active pursuits) during their current visit to the South Hams. This proportion was highest amongst staying visitors (66%) and lowest amongst day visitors from home (33%) It is estimated that tourism/leisure related trips to the South Hams which include some form of countryside recreation activity are worth an estimated 112.3m to the economy of the District. In 2007, according to The Value of Tourism Report by South West Tourism coastal and countryside visits account for 49% of total day visits with a total spend of million. Urban day visits make up the remainder. The Slapton Line/Start Bay lies between two of the main holiday towns in the district, Dartmouth & Kingsbridge. 4 TOURISM TRENDS 4.1 According to Visit South Devon and its Business Plan, and backed by national research, tourism is changing. The new Area Tourism Partnerships has identified that the way people choose, book and what they want to get out of their holiday is shifting. People are: Wanting an experience while they are away, whether it be cultural, historical or just memories to take away Booking later Taking more short breaks Choosing destinations that are easy to get to and more importantly accessible through the Internet. According to Visit Britain, two-thirds of people use the Internet for information on accommodation. Staying more locally, both closer to home and whilst on holiday Using local transport Visit South Devon points to a growing market for green holidays and forecasts an increase in young professional and retired couples to the area. 4.2 With the current fall in the Euro, it has been predicted that overseas holidays will fall, and that visitors from overseas will increase. With people spending less money, holidays abroad will decline, and shorter, late quick getaways are likely to increase! However, South West Tourism predict a patchy year in their May Tourism Report 2009 with secondary spend on food, drink and retail down with customers looking for value, deals and inclusive packages. Consumer confidence and the weather are key factors affecting holiday taking decisions. 11

12 5 TOURISM IN SLAPTON LINE/START BAY AREA Current destination tourism product: Natural Attractions/Environment 5.1 Location: The area offers a unique coastal destination with a stunningly, beautiful coastline and a hinterland of quintessential South Hams undulating hills and farmland. The uniqueness of the area and its internationally acclaimed environment, is recognised by several national and local landscape designations including an Area of Outstanding Natural Beauty (South Devon AONB) and the South Devon Heritage Coast. Slapton Sands and its fresh water Ley are designated as a Site of Special Scientific Interest (SSSI), National Nature Reserve and Geological Conservation Review Site. 5.2 South West Coast Path: The route of the South West Coast Path National Trail (SWCP) runs through the area from Start Point and beyond to Dartmouth. This national trail is 630 miles (1,014 kms) long and is described as a regional icon, a major tourism attraction in its own right bringing serious walkers and ramblers from all over the UK and beyond. The route through the Slapton Line/Start Bay area covers 13.8 miles (22.2kms). Research 7 in 2003 found: The SWCP is an important selling point for 73% of accommodation providers situated within one mile of the coast and in Devon: A staying visitor total spend purely because of the SWCP of million A visiting friends and relatives (VFR) spend associated with SWCP walks taken by residents of 17.6 million A residents actual spend when using the SWCP of nearly 42 million 5.3 Slapton Sands: This is one of a series of shingle barrier beaches along the eastfacing shoreline of Start Bay: Hallsands, Beesands, Slapton Sands and Blackpool Sands. The 3.5 kms long shingle barrier beach extends between the village of Torcross and Strete Gate. The barrier encloses two important wetland areas, the Lower Ley and the Higher Ley. 5.4 Slapton Ley National Nature Reserve (NNR): This comprises 192 hectares of the Slapton Ley SSSI. Reasons 8 for the SSSI designation include: Slapton Ley is the largest natural freshwater lake in South West England The shingle barrier is a nationally important example of a bay bar Slapton Ley demonstrates better than any other site in the British coast, the links between seabed features and shoreline landforms The Leys reedbeds, rich fen and willow carr vegetation support a very diverse flora and fauna Slapton Ley is an important staging post for wintering and passage birds 7 The Economic Value of the South West Coast Path National Trail: South West Tourism and University of Exeter. 8 Slapton Coastal Zone Management Study 2006: Scott Wilson 12

13 5.5 Birds and Wildlife: Most of the reserve is accessible by footpath and is a major attraction with bird watchers and naturalists. Slapton Ley supports a range of fen communities, many dominated by common reed. According to the Scott Wilson Report, breeding birds associated with the fen and open water areas include: Large populations of sedge warbler and reed warbler Breeding Cetti s warbler and Slapton Ley Non-breeding passage birds e.g. migrating swallows and sand martins Wintering bittern Slapton Ley Cirl Buntings are known to be present within the wider study area including the vicinity of Slapton Village. Slapton Ley and its vicinity is a nationally important site for these species. 5.6 Fishing: The beaches at Strete Gate, Slapton, Torcross, Beesands and Hallsands are popular with sea anglers for bass, mackerel, pollack and flat fish. Crabs and lobsters are caught in Start Bay by local fishermen. Local catch appears on restaurants and inns in the area. Sea fishing trips are available mostly from Dartmouth. Fishing is a popular recreational activity. This coast has provided for the livelihood of local inhabitants through smuggling, boat building or fishing over centuries. The latter two are still local occupations. 5.7 Recreation and Leisure: Slapton/Start Bay is a destination whose unique natural environment attracts many visitors to partake in various recreational pursuits. Naturalists, fishermen, bird watchers, ecologists and geologists are drawn to the area along with beach goers, walkers, cyclists, day trippers and those escaping from everyday life on holiday. 5.8 Beaches: The destination has a coveted award winning Blue Flag beach at the privately owned Blackpool Sands, near Dartmouth. Set in a sheltered bay surrounded by evergreens and pines, the beach is regarded as one of South Devon's most beautiful natural treasures. Other popular beaches in the Slapton Line/ Start Bay area are at Strete Gate, along the Slapton Line to Torcross, Beesands and Hallsands. Current destination tourism product: Culture and Heritage 5.9 Impact of man: The South Devon AONB 9 through its interpretation work of website, information panels, events, guided trails and self guided walks talks about the impact man has had on the landscape in this part of South Devon over thousands of year. Whether it was ancient Celtic people creating enclosures and earthworks, Saxon settlers bringing their unique systems of agriculture or medieval farmers clearing land for cultivation, their efforts have been built upon by generations of farmers. Many of the characteristic South Devon hedge banks date back over 800 years and are a haven for wildlife and wildflowers, beautiful in spring and early summer. The area has a strong fishing heritage over the centuries to now

14 5.10 Scheduled Ancient Monuments: The Scott Wilson Report refers to an extensive range of archaeological and cultural heritage sites ranging from the prehistoric to post medieval period, consisting of buried and standing remains and suggesting that the area has seen significant settlement activity. There are two Scheduled Ancient Monuments ranging in date from the Late Bronze Age/Early Iron Age to the Post-medieval period. Slapton Castle Hillfort Chantry College on the northern edge of Slapton village. In use from the late 14th century to the mid 16th century, there remains today a ruined tower of the college s chantry church. In the area, there numerous Listed buildings include bridges, crosses and churches dating from the medieval to post-medieval period and are generally classified as Grade II. Between Stokenham and Slapton there are a number of prehistoric sites consisting of Mesolithic, Neolithic and Bronze Age flint scatters, earthworks and defensive sites. There is currently little public access to any of these sites Historic villages: In 1854, a decision was taken to build a coastal road along the shingle ridge and in 1858 the first coach service started from Dartmouth to Kingsbridge. The A370 coastal road is nowadays a main transport route between Kingsbridge and Dartmouth. The historic villages of Frogmore, Chillington, Stokenham, Torcross, Strete and Stoke Fleming are sited along the road and Slapton, Hallsands and Beesands linked to it by rural lanes. The villages have traditional buildings, thatched cottages and are pretty to travel through. Most on the main route still have rural services such as local pubs, Post Offices and/or village stores but these in the current political and economic climate are under threat. The villages can suffer severe congestion in peak holiday times through people sightseeing in cars travelling between the two towns or heading for the coast and its beaches Historic Dartmouth: The town has a rich maritime history with the impressive Britannia Royal Navy College, medieval merchants buildings and Dartmouth Castle, the centuries old town guardian. Sir Walter Raleigh brought his captured Spanish ships here and the Pilgrim Fathers set sail from Dartmouth for the Americas in The town is also well known for its famous literary connections with Agatha Christie and her home at Greenway on the banks of the River Dart. The port town is a magnet for sailors, shoppers, visitors from all over the world and more recently, good food connoisseurs through its growing reputation for fine dining using the best in local food and drink produce. Many visitors to Dartmouth will travel the A379 coast road to the beaches at Blackpool Sands along the Slapton Line and the coastal villages. In recent years, cruise ships from all over the world are visiting Dartmouth as a port of call. 14

15 5.13 World War 11 Connections: The area recently celebrated the 65 th anniversary of Exercise Tiger, the wartime operation at Slapton Sands. Some 3,000 residents of Slapton, Torcross and surrounding villages had to evacuate their homes and fields to provide a training ground for some 15,000 troops preparing for the Normandy landings. In the immediate vicinity of Slapton Line there are a number of World War II defensive structures, built between 1940 and Pill boxes and gun emplacements were constructed to allow for the invasion of Europe to be rehearsed. Accessed from the car park midway along Slapton Line, stands the 20 foot Slapton Memorial erected by the United States Army Authorities in recognition of the contribution of those who gave up their homes and lands. Inscribed with the names of the villages involved, the monument pays tribute to the people s action which had resulted in the saving of hundreds of lives and, in no small measure, in the success of the invasion. Visitors now to Torcross come face to face with an American Sherman Duplex Drive Tank discovered and raised from the sea off the village by local hotelier Ken Small in The Tank stands as a memorial to the loss of 749 US servicemen on April 28 th 1944 when German E-boats surprised their ships during a practice of the D-day landings in northern France. Thanks to the efforts of Ken Small who bought the Tank from the US Government for $50, the Tank and a bronze memorial plaque stand as a tribute to the sacrifices made by the young serviceman Blackpool Sands: Over 600 years ago in 1404, 2000 Breton knights, light troops and men-at-arms landed to attach Dartmouth from the rear. 6,000 local people successfully saw off the French attack, an important historical event in the defence of the town. Blackpool Sands is owned by the Newman family, merchant traders since Sir Geoffrey Newman, current owner, runs the Blackpool and Start Bay estates including much of the coastline between Blackpool Sands and Start Point including the lighthouse managed by Trinity House Dartmouth Castle: A main historical attraction for Start Bay with over 37,940 visitors recorded in (Devon Tourism Trends: 2007). The castle (English Heritage) has stood guard over the narrow entrance to Dartmouth for over 600 hundred years. It opens daily, April to October; weekends, November and March and closes during December and January. Events 5.16 Events in and around Start Bay: Dartmouth draws in visitors throughout the year to the myriad of events and festivals that reflect local culture and heritage. These include: Dartmouth Music Festival (May); Dart Art Weekend (June); Dartmouth Shakespeare Week (August); Dartmouth Royal Regatta (August) and Dartmouth Food Festival (October). Similarly, Kingsbridge with its: Music Festival (June); Fair Week (July) and Agricultural Show (September). Staying visitors are likely to travel along the line to explore the wider Start Bay. 15

16 5.17 In and around the wider, Blackpool Sands, Slapton, Torcross and Beesands area, events staged during 2009 include: The Celebrate Start Bay event (August: Slapton Line Partnership); Marine Secrets at Blackpool Sands (August: Devon Wildlife Trust/Venus Beach Wildlife Fund) aim to promote the special nature of the local coastal and rural environment Similarly, South Devon AONB organises a year round programme of events for local people and visitors that aim to encourage enjoyment and a better understanding of the special environment of the area. The events often engage with local businesses e.g. Drive like the Wind, at Beesands (October) with Seabreeze Sports with participants experiencing the thrill of speeding along in a buggy powered only by the wind! Winter Woollies, at Washbrook Farm (November), home of Proud Yarns flock of sheep and angora goats to learn the story of wool from beast to back and how raw fleece is cleaned, carded, dyed, spun and woven. A key annual event with partners including the Slapton Line Partnership is the South Devon Walking Festival in September which features educational events locally e.g. Secret Slapton through ancient woodland, farmland and reedbeds Walk and talk using the No 93 bus from Kingsbridge too Stokenham, with walks to Beesands, Widdecombe and Torcross for refreshments Wildlife walk around an organic farm at the Underwood Discover Centre, Beeson A stroll down memory lane: Stoke Fleming to Strete with history tales 5.19 Slapton Field Study Centre (SLFSC): The Centre organises a range of 4 to 5 walks mid June to September at weekends aimed at local people and visitors on holiday. The events typically include: a woodland and nature reserve walks; fungus forays; mini beast adventures. All are led by a guide or field expert. Those taking part tend to be local people (either retired or family groups) and families on holiday. The experience offers the best of the great outdoors at a National Nature Reserve right on your doorstep. In 2009, there are more events on the beach and National Nature reserve (NNR) e.g. The Run of Eels (April) - the story of the migration of European Eels from the Sargasso Sea, across the Atlantic Ocean to Slapton Ley Dawn Chorus May Badgers & Bats June - September Tues/Thurs evenings Mammalwatch July 29 th & August 26 th Summer Safaris 2 weeks in August - everyday 8-11 year olds Back to Nature August 27 th - exploring the woods; beach campfire The events out of season are targeted at local people. SLFSC is looking to build upon and develop stronger partnerships with those responsible for the promotion of the regional tourism offer and marketing of the destinations. It is also keen to establish closer links with local businesses and has been fully involved in the work with the businesses engaged through the Slapton Line Partnership. 16

17 Torcross & Slapton Ley Torcross & Slapton Line Ley & A379 to Stokenham Cottages & Cars Start Bay Caravan Club Site National Nature Reserve The A379 at Torcross Relaxation at Torcross Bikes and Boats South West Coast Path Towards Beesands The Tank Memorial Car parking at Torcross Slapton Ley Field Studies Centre The Tower at Slapton Photos: Su Beswick Marketing May

18 6 FACILITIES FOR VISITORS 6.1 Slapton Ley Field Study Centre (SLFSC): One of seventeen in the UK managed by the Field Studies Council, SLFSC is surrounded by the NNR which it manages for the Whitley Wildlife Trust as owners. Facilities include 100 bedrooms; 6 interactive workrooms; student IT facilities; library; drying room; new dining facilities; shop and meteorological recording station. Substantial redevelopment of the buildings over the past few years, has improved the Centre s accommodation offer substantially. More improvement and maintenance work is planned for the coming years. Slapton Ley Field Centre with the NNR, is an almost unique operation with at present, two distinct offers - a public offer giving open access to leisure visitors and a private offer for booked groups and individuals, mostly on educational courses. SLFSC caters for years old students, those at university, a growing number of pre-16 s and professional and amateur interests. It has attained outstanding customer feedback in delivering academic and professional courses. Visitors other than those on courses fall into the categories of: Day and holiday visitors specifically to the NNR (leisure visitors with prime interests in the natural environment - includes birdwatchers, naturalists and other interest groups) Day and holiday visitors to Slapton Beach (leisure visitors with prime interest in the sea-side experience) Local residents It is estimated 10 that: 4,000 students per annum at the field centre 40,000 visitors to the NNR offer (based upon monitoring data five years old) 400,000 visitors to the beach/sands (based upon car parking data) The Centre has a sizeable economic impact on the local community with referrals to B & B accommodation generating an estimated 35,000-40,000 of business per annum, 40,000 on the hire of local coaches and 100, ,000 on purchasing local food supplies. The overall goal for the future is to enhance and increase environmental understanding for all visitors to the SLFSC and NNR. 6.2 Accommodation - Slapton/Start Bay: Available bed spaces are estimated from various sources as: Dartmouth 2,240 (Devon Tourism Trends 2007) Strete, Slapton, Torcross, Stokenham area (Scott Wilson 2006) 10 Source: Living Landscapes & Learning - An interpretation/communications development framework and plan. Doug Hulyer

19 Scott Wilson s analysis of tourism and visitor guides and information in 2006 suggests that there are approximately 50 businesses and individuals offering accommodation in the Slapton area, which supports an estimate of around bed spaces in total. 6.3 Accommodation - Torcross: Local accommodation provider, Robin Rose-Price of Startlea B & B and self catering accommodation, has liaised with fellow accommodation businesses in Torcross in June 2009 to account for 33 bed spaces with 8 B & B providers and 182 bed spaces with 30 self catering operators in the Torcross vicinity. Additionally, there is the newly converted self catering accommodation, At The Beach development, originally the Torcross Hotel built in The conversion to 2 and 3 bed roomed luxurious 15 apartments and 3 cottages is now being marketed as holiday accommodation to buy or rent. This is estimated to add at least another 100 bed spaces to bring the number of staying visitor bed spaces in the village to Self catering is the main type of holiday accommodation in the Slapton and Torcross area mirroring the rest of the South Hams accommodation profile. Local businesses have commented on the noticeable change in the last ten years, with B & B s and guesthouses being sold for conversion to apartments as second holiday homes and for holiday rental. Scott Wilson found that the Skerries ward has a third of the properties as second homes, over 2.5 times the rate in the South Hams and 8 times that of Devon. 6.5 Touring caravan and campsites in the Slapton Start Bay include the major Caravan Club sites at Slapton village and at Stokenham adjacent to Stokeley Manor. These particular sites are within walking distance to Slapton Line. 6.6 Eating out: The demand by visitors for self catering and or B & B accommodation locally has stimulated the growth of fine food catering in the area using fresh local and seasonal produce. Historic inns have been refurbished, in the main retaining the essential pub character, to cater for families and peak season volumes. These include the Cricket Inn at Beesands, the Globe Inn at Frogmore, the Church House Inn at Stokenham, the Tower Inn at Slapton and The Start Bay Inn, Torcross. These old inns are popular attractions in their own with local fish and meat on the menu. 6.7 Local Food & Drink: There are 19 tourism associated businesses in the area including Dartmouth that are members of Food and Drink Devon, the commercially led organisation whose mission is To make Love the Flavour a nationally recognised brand for outstanding sustainable food and drink. Proud of Devon s heritage and rural way of life, these businesses produce, sell or use local food and drink products. The Stokeley Farm Shop near to Torcross also promotes local farm and market garden produce and local products. 19

20 6.8 Green Businesses: There are 15 accredited Green Tourism Business Scheme (GTBS) members in the Dartmouth and Slapton/Start Bay area. One of these, the Venus Café and Beach Shop at Blackpool Sands, has won several major awards for corporate responsibility including The Queen s Award for Enterprise in Sustainable Development 2005 and the Gold Enjoy England For Excellence: National Sustainable Tourism Award in Tourist Information Centres in Dartmouth and Kingsbridge are both GTBS members. 82% of Devon visitors 11 are willing to pay a little extra to stay with an accommodation provider who is committed to good environment practices and the purchasing of local products. 7 PUBLIC TRANSPORT & CAR PARKING 7.1 First National operates an hourly, daily 93 Bus Service return from Plymouth to Dartmouth through Modbury, Kingsbridge and the villages along the A379 including Torcross, Strete and Stoke Fleming. This Easter, the company launched a two-week taster of a the Primrose Explorer Open Top Service, as suggested by the Kingsbridge Transport Partnership, the name derived for the Great Western Railway branch line to Kingsbridge. The Primrose Explorer Open Top, service number 393, travels the same scenic route in just under an hour. A special ticket offers customers the opportunity to break their journey for a trip to the beach, a picnic, pub lunch, and a walk or to visit one of the many attractions en route. It is expected that this service will continue during the summer months. 7.2 Tally Ho!, is one of South West region s largest independent bus and coach operators the Kingsbridge based bus and tour company with over 75 years experience in coach hire. Based locally in Kingsbridge, Tally Ho! operates park and ride schemes in Salcombe and Dartmouth and runs services from Kingsbridge to Totnes, Hope Cove and Salcombe among others. It has no service routes along the A379 through Slapton and Torcross, Strete and Stoke Fleming. Tally Ho! supplies transport for the Slapton Ley Field Study Centre and organises day trips tours in and out of South Devon. Tally Ho! is keen to work closer with the Slapton Line Partnership, its businesses and the community. Public transport is recognised as a key issue should the through service between Dartmouth and Kingsbridge cease as was the case in Should this through service be withdrawn through the breach of the road, it is likely that this would have to be replaced by small feeder services from Torcross to Kingsbridge and Strete to Dartmouth for community and visitor use. 7.3 Train services pass through Totnes and Ivybridge in the South Hams and Plymouth. Visitors to the area arriving by train account for only an estimated 7%. Some tourism operators offering collection services for visitors; friends, family and relatives are likely to meet their visiting guests at the station; other passengers will have made arrangements to hire a car for their stay or more likely take a taxi to their destination. 11 Source: Devon Visitor/NonVisitor Survey

21 7.4 There are additional commercial companies offering private tours in the area. One, Kingsbridge base operator, Premier Private Hire and Tours, ran South Hams Safaris last year offering unique scenic day outs off the beaten tracks to discover local culture and flavour. The Company found that whilst the tours were popular with international visitors staying at luxury hotels, there was little take up by domestic visitors. The trial has shown that the British leisure market values the independence and flexibility of using their own cars whilst on holiday, hence the growing demand for self catering accommodation. Vehicle type and pricing are key determinants in take up. It is thought that to get people out of their cars, the market seeks an experience in the kind of travel, one that adds to the holiday recreational fun. Car Parking 7.5 There are public car parks with toilets at Strete Gate, the Memorial mid way along the Line and two areas at Torcross. It is often reported that some 400,000 people use these during a year. There are approximately 600 spaces along this stretch of coastal road, a further 200 at Beesands and 800 at privately owned Blackpool Sands. Analyses of figures for this report, supplied courtesy of South Hams District Council show that in 2008: 76,232 car parking tickets were sold at the four car parks. Allowing an average of two people per car out of season and an average family of four people July and August, the number based on monthly figures increases to 206,880 people visiting Slapton Line. 7.6 The 2008 summer saw a great deal of wet weather from June through to September and the 2008 car parking figures were 20% down on Allowing for this, it is estimated that around 250,000 people visit Slapton Line in an average year. 7.7 Car park usage in 2007 shows that: 47% of visitors stayed 1 hour; 32% stayed for 2 hours and 13% stayed 3 hours. Only 8% stayed over 4 hours. There were 914 car staying visits overnight at Torcross Tank Car Park and 23 at Strete Gate. 51% (39,032) of cars parked not surprisingly at the two car parks at Torcross where most of the facilities are found. However, the Memorial car park still accounted for 34% (25,599) of cars parked along the Line whilst 16% (12,741) chose Start Gate. 7.8 Pricing has probably served as a deterrent to most visitors to stay longer than two hours. At Torcross, this could be argued as probably working well in support of local businesses by giving a greater turn round of potential customers. At peak times in summer school holidays when the weather is hot and sunny, the car parks can reach full capacity. This occurs on just a handful of days in some years although Spring months appear buoyant with visitors to the Slapton Line. There would seem to be an opportunity to lower the three hour charges out of season to encourage longer stays. 21

22 7.9 Car Park Charges Car Park ½ Hour 1 Hour 2 Hours 3 Hours 4 Hours All Day 18:00-08:00 Slapton Memorial, Strete Gate & Torcross (High Season) Slapton Memorial, Strete Gate & Torcross (Low Season) Torcross Village Layby (High Season) Torcross Village Layby (Low Season) Torcross Car Park, Slapton Line (Coaches) N/A 90p N/A 70p N/A 80p 1.60 N/A N/A N/A 1.00 N/A 70p 1.40 N/A N/A N/A N/A N/A N/A VISITORS TO SLAPTON SANDS/START BAY 8.1 There has been no specific research carried out with regards to the profiles of those visiting the destination. However, it is reasonable to assume that they can be grouped in similar categories of visitor types to those taking holidays in the South Hams. These are: Couples (UK) out of season without children, ABC1 s 45+ and retired Professional couples (UK) out of season or with pre school children Families (UK) in school holidays, ABC1 s Visiting, family and relatives 8.2 They come from London and the South East, the West Country and the Midlands with the majority staying in self catering accommodation (apartments, cottages and touring parks), and second homes and the remainder in serviced accommodation. 8.3 Day visitors are likely to be residents from other parts of Devon or those on holiday in other parts of South Devon and Torbay. On the basis of previous research in the South Hams, both day and staying visitors in the Slapton Line/ Start Bay area: Come by car to walk, eat out locally and/or go to the beach. Have visited before and choose Slapton Sands/Start Bay for its special environment and to relax and spend time with friends or family. With over half as recreational visitors who will take part in one or more recreational such as walking, visiting historic sites or taking part in active outdoor pursuits e.g. sailing, canoeing, swimming, water sports, fishing, bird watching etc. Staying visitors coming out of season will most likely be on a short break and will have booked quite late, probably taking advantage of good weather forecasts. 22

23 8.4 Coaches: Torcross is a coach stop for day tours from elsewhere in Devon Torbay, Newton Abbot and Plymouth for local residents and holiday groups. Coach visits are catered for by two local businesses, one of which is keen to accept coach bookings whilst the other advises coffee or early lunch arrivals. 8.5 Cruise ships: Tours from visiting cruise ships to Dartmouth are believed to stop occasionally at Torcross to use the village facilities and see the Tank Memorial. 8.6 Slapton Ley Field Study Centre caters in the main for students, professional and amateur educational interests and for day and holiday visitors to Slapton Beach and the National Nature Reserve. 9 THE DEVELOPING OFFER 9.1 Interpretation: The Slapton/Start Bay is recognised through its environmental designations as a unique place. The South Devon AONB 12 through its partner conservation organisations, programmes such as Life into Landscape has implemented projects to contribute to the enhancement of the natural and cultural landscape heritage in the area. The vision for the AONB is a place treasured forever for its natural beauty. The special nature of Slapton Line from Torcross to Strete Gate is distinguished by a distinctive shade of blue road signs and easily accessible interpretation. Downloadable walks and trails available include: Beesands and Hallsands on maritime life in Start Bay, traditional fishing communities and the loss of Hallsands village Around Slapton and the National Nature Reserve A cultural trail from Stoke Fleming to Strete on trade and settlement through the ages Gentle walks from Torcross by the sea, the Leys and through Devon lanes These walks promote travel by bus to the start destination and local refreshment stops. 9.2 New Interpretation for 2009: The Slapton Line Partnership has produced new information panels to tell the area s history from 100,000 years ago to the present day highlighting landmark events creating a sense of evolution and constant change. There are also plans to redo the interpretative panel at Start Point Lighthouse. There are new panels at: Strete Gate: Three panels feature the Manor House Hotel badly damaged during the D-Day landings exercise and the loss of Strete Undercliff to the sea in Memorial car park: A panel has information on the Royal Sands Hotel, the first victim of a landmine triggered in 1940 and damaged further in 1944 by naval gunfire. 12 South Devon AONB is one of 41 AONBs making up Britain's finest landscapes. The primary purpose of an AONB is to conserve and enhance the natural beauty of the landscape. 23

24 Torcross: Three panels give information on Torcross first hotel; the Line s wartime history and the effect of storms on the village. View point: The hill behind the village affords spectacular views. A panel here shows the effect of the extreme weather on the Ley and gives information on the Ley s butterfly conservation area. A new panel at the Tank Memorial tells the story of the Sherman Tank, its discovery by Ken Small and its role in Operation Exercise Tiger. 9.3 Maintenance of the Tank itself is required. Initial discussions have taken place between the SLP and the Slapton Sands Memorial Tank Limited, (a non profit making company, limited by guarantee ) to attract external funding in support of the work. Around the tank smaller memorials are dedicated to the various American forces that participated. The company is currently raising funds for a memorial naming all those who lost their lives here. 9.4 Interpretation: SLFSC & the National Nature Reserve A wide range of information and interpretative facilities exist on the NNR including: Information centre at the Field Centre Information bay and welcome boards at the Fishing Hut entrance Interpretative effects on the nature trail (boardwalks, viewing points, seating etc.) Species identification boards Bird hides at Torcross and on the trails NNR leaflet and maps Activity based interpretation Mobile information point in the Memorial car park during weekends in August 9.5 The SLFSC plans for future interpretation development 13 at the NNR include: Increasing opportunities for visitors to learn about wildlife, geology and management. Creating a fully interpreted permanent self-guiding trail and associated walks/events. Developing specific audience oriented publications e.g. children s guide. Developing GPS adventure pack ideas linked to podcasts and other I-solutions. Developing premium product guided walk/special events e.g. evening badger/bat safaris with enhanced food and hospitality offer. New Trail boards in appropriate settings Creation of a small yet fully interpreted visitor centre at the Fishing Hut Creation of a small/enhanced visitor facility at the Bird Hide at Torcross car park Staging a child/family festival period (July-September) each year Iconic entry points to key trails e.g. Torcross (Ley side), Torcross (beach side) 13 Source: Living Landscapes & Learning - An interpretation/communications development framework and plan. Doug Hulyer

25 9.6 Walkers are Welcome: Kingsbridge Information Centre (KIC) has just gained Walkers are Welcome accreditation, a national initiative to highlight and promote towns where, as the name implies, walkers are especially welcome. The 22 towns and villages already participating in the initiative have reported significant boosts to their visitor numbers and associated spend with additional health spin-offs for their local population. Kingsbridge is the first in the South West to achieve the accolade a huge marketing tool and boost for local tourism with potential spin off benefit to local communities in the Slapton Line/Start Bay area with more walkers attracted to the area by the new found status. With the South West Coast Path and good facilities, infrastructure and information provision, local communities might wish to apply for Walkers are Welcome endorsement themselves. This would extend the Walkers are Welcome offer and link the town and villages. KIC is willing to mentor other communities in achieving a wider area status to boost tourism in its district area. 9.7 South West Coast Path A Business Plan has been prepared for the South West Coast Path Management Team to attract Rural Development Programme for England (RDPE) investment in the South West Coast Path to Unlock the Potential of our Coastal Heritage. This project, through a range of integrated activity will raise the profile of the SWCP as a cultural corridor with a wealth of historic, artistic, and cultural heritage as well as its more recognised environmental quality. By so doing, the quality of the product will be improved, new users will be attracted, repeat visits increased and expenditure in local businesses raised. There are four strands: Protection of the cultural corridor Route improvements to enhance the cultural corridor Education and interpretation to discover the cultural corridor Realising the benefits of the cultural corridor through marketing, communications and business engagement. 9.8 Green Tourism Business Development Devon County Council (DCC) is now responsible for taking forward sustainable tourism initiative in partnership with Devon Rural Network and a Sustainability Tourism Action Group of partner organisations and businesses. Projects include visitor payback, a green tourism business network, car free days out and wildlife appreciation. A funding application to Rural Development Programme for England (RDPE) focuses on capital investment projects re access, education and industry. Project bids include: South West Coast Path, Unlock the Potential of our Coastal Heritage as above, Devon Celebrates, Be a Local Tourist, Devon Encounters and Natural Hubs. 25

26 At Stokeley Farm Shop Torcross Seafront At The Beach Development The Start Bay Inn, Torcross New Interpretation Venus at Blackpool Sands Fun on Blackpool Sands Blackpool Sands The Sea Shanty, Torcross Strete Gate Venus The Queen s Award Strete & Beesands Torcross Beesands Torcross Photos: Su Beswick Marketing May 2009, Venus & Slapton Line Partnership 26

27 Business investment 9.9 The Scott Wilson Report in 2006, found high rates of self employment within the study area attributable to strong agricultural and tourism sectors as well as an increasing growth of lifestyle businesses. 150 businesses in total were reported, small in size employing between one and four staff. High levels of firms were engaged in the distribution, hotel and catering sector with almost 680 jobs in these, construction and real estate. The current recession may well have had consequences on these numbers. However, in recent years there has been significant investment by businesses in upgrading accommodation and facilities to meet increasing customer expectations and demand. This is helping to create and develop new opportunities for tourism in the Slapton/Start Bay area. Some examples include: 9.10 At Blackpool Sands, outside of Stoke Fleming, the family owned Venus Company has grown considerably since setting up in In 2007, a 300,000 plus investment at Blackpool Sands in Devon created environmentally friendly, all weather dining facilities to take advantage of the stunningly beautiful beach setting. Venus used solar roof panels, energy efficient equipment and made exterior improvements in keeping with the natural beach location. Temperature controlled ventilation in the food preparation areas uses the natural elements of hot air and sea breezes through the building to keep operations cool day and night. Venus now serves local and organic produce to over 200,000 customers a year at Blackpool Sands. Venus has scooped several major awards for its responsible business approach including The Queen s Award for Enterprise in Sustainable Development and most recently this year, Gold Enjoy England For Excellence: National Sustainable Tourism Award At Hillfield Cottages, near Dartmouth, the 12 acre holiday site and country house, has been transformed from a chalet park by the family owners to offer five star luxury self catering accommodation in 22 cottages and 6 apartments for 160 people at any one time. Many of these will visit the villages and beaches along the coastal road during their stay At the Beach, Torcross: The new self catering development has retained many original features of the original hotel to combine Victorian elegance with modern-day luxury Seabreeze, on the seafront at Torcross, was refurbished six years ago to offer luxury B & B accommodation and a beachside café sympathetic to the historic, thatched cottage building. The business targets young professional couples and actively promotes a variety of water sports working with providers to include: Surfing (Discovery Surf School at Bigbury on Sea); kite surfing in Start Bay; kite buggying at Beesands; kayak hire; beach fishing (Devon Angling Centre, Chillington); bike hire; walking and trail running (South Devon AONB information). The owners describe their customers as an eclectic mix of people who all love the great outdoors - walkers, cyclists, surfers, runners, fishermen, kite surfers, kayakers, naturalists, spear fishermen and twitchers! 27

28 9.14 The Sea Shanty at Torcross has new owners as of April 2009, whose plans are to rename the restaurant, The Boathouse, and tastefully update the look, feel and menus to cater for a variety of customers from breakfast time through to evening dining. Seating covers have been reduced from 94 to 72 to enhance the visit experience The Rocket House at Torcross was once a store of equipment including signal rockets for the coastguard. Now the small building has been refurbished and opened as a beachfront café and tea room with a garden overlooking the beach The Underwood Discovery Centre at Higher Farm, Beeson uses a redundant farm building on the 160 acre organic, mixed farm as an educational centre for discovery and experience. It aims to demonstrate how to farm and live in a sustainable manner and reduce the carbon footprint. The newly, converted barn has a planning permission for a full residential centre for 30 children visiting as a booked group. Slapton Ley Field Study Centre also uses Underwood for educational visits. Constructed with recyclable and sustainable materials, the building uses renewable energy, wind turbine, photovoltaic cells for electricity, solar panels for warm water, log burner for hot water and heating with wood from coppicing of hedges. The farm supports good wildlife habitats, the freshwater lake Widdicombe Ley, over winter stubble for bird life, pollen and nectar fields for bees and fallow land for nesting birds. In the Countryside Stewardship Scheme, the farm has since 1976 allowed educational access e.g. farm walks through the Soil Association, South Devon AONB and the Devon Wildlife Trust whilst the RSPB recognises the farm s importance for the endangered Cirl Bunting Britannia of Beesands is run by a local fisherman and family members to supply quality, local seafood direct to local restaurants and retail outlets and, wholesale buyers and leading restaurants around the country. Britannia, a member of Food and Drink Devon, sells direct to the public at local farmers markets and trade shows and last year, opened a stall at Stokeley Farm Shop for two days a week. At the firm s base at Beesands, a beachside shop sells a variety of locally caught fish, cooked crab and lobster, seafood sandwiches, hot and cold refreshments and more. Investment made a couple of years ago in a unit at Beesands enables preparation of the seafood for market and uses live shell fish holding tanks Frogmore Bakery has been trading for over 100 years and was saved from threatening closure by a retired couple to the village and their partners. Significant investment has been made and is still ongoing to the village shop and bakery. The Bakery and store cater for a 10 mile wide resident, catchment area, holiday makers, transient delivery and local trade buyers and direct sells at Kingsbridge Town and Farmers Marketa. The Master Baker produces artisan bread and tarts using traditional methods and without using additives. The A379 coastal road is currently a life blood to the business Endurance Life, a local business set up in 2005, is the fastest growing adventure sports company in the UK. It aims to enhance the experience for those seeking to get Fit for 28

29 Adventure. The company organises events in spectacularly beautiful areas including South Devon. This summer, Endurance Life launches a new 22.5 mile course running between Salcombe and Dartmouth through Slapton Line and the Start Bay area along the coast path. "The Smugglers Trail Coastal Challenge" (powered by Trailblaze technology), will ultimately be part of a series of similar 365 day challenges. It is accessible to any individual, including walkers, to complete the course as a time challenge over a time period of their choosing at any time of the year. This is preferable to having 600 potential entrants all competing at the same time. There are check point stops using a time chip located at various locations along the route: Mill Bay, Prawle Point, Start Point, Torcross and Blackpool Sands. There are Gold, Silver and Bronze time bands with a limited number of medals coined at Bigbury Mint. Endurance Life s Coastal Series is now linked with the National Trust and Project Neptune with 1 donated per entrant and volunteer contributions sought from the runners. Investment in the Public Realm 9.20 With DEFRA funding, The Slapton Line Partnership has invested in: rebuilding the protective, shingle bastions along the beach; creating alternative routes for local users of the Slapton Line coast road with nine new passing bays to ease congestion during peak periods; and, developing new interpretative panels to tell the story of Slapton Line Scott Wilson, independent technical engineers, stated in its report that the Slapton Ley was not at risk in the immediate future and that the risk of a breach to the shingle ridge will remain low over the next 20 to 50 years. The breakdown of the shingle ridge would take place possibly after 50 years and probably beyond 100 years. As it is unclear as to when and what may happen is unclear, it is difficult for the public agencies and environmental agencies involved to plan for the longer term future Recent public community consultation by the South Devon and Dorset Coastal Authorities Group as part of the Shoreline Management Plan Development, included views to hold the line rather than managed retreat or leaving the road to the forces of nature. Should the coastal road be lost in the long term, key business concerns expressed through the Slapton Line Business Forum are about the loss of the key distribution and trade route, associated rising supplier and buyer costs, retaining returns on capital investments through loss of trade and impacts and inconvenience of increased passing traffic through Slapton Investment is likely to be required in the foreseeable future to support local communities in adaptation post 2010 when the current SLP Adaptation Programme ceases. It is anticipated that support will also be required to help create and deliver further recreational opportunities. A Visitor Heritage Centre should be seriously considered for the longer term future to interpret The Changing Coast of Start Bay and its impact on the area s geology, environment, cultural heritage, places and people over time. This would serve as a central hub for visitors to connect with the unique sense of place and environment of Start Bay. 29

30 10 DESTINATION SWOT ANALYSIS Strengths The changing coast as the USP Stunning coastline and countryside beauty on a human scale Unique world class coastal destination Start Bay a natural recreational arena that has it all a range of activities South West Coast Path for walkers Major marine outdoor park SLFSC, an educational centre of excellence; specialist knowledge embracing the area s geology, history, wildlife, and environment; a relatively untapped resource for the public National Nature Reserve on the doorstep & experienced NNR team Slapton Ley - the largest natural freshwater lake in south-west England. Start Point Lighthouse Good visitor facilities Traditional villages, history, cultural heritage, natural beauty, flora & fauna The Tank and World War II memorials Local quality food and drink products Existing road signage and NNR identity creates a unifying sense of place Excellent interpretation & visitor communications SLFSC future interpretation plans Green business stronghold Farming & fishing heritage Area has high status visitor profile A major attraction for birds & twitchers Visiting, friends, family and relatives Weaknesses No definitive time scales for road loss Promotion of the National Nature Reserve improve the signposting. No circular walk of Slapton Ley without incursion into the designated NNR and sensitive areas Broad band black spots around Slapton Limited car parking/facilities at Strete Gate Lack of undercover interpretation Opportunities The changing coast as the USP Out of season experience breaks Walkers are welcome Activity experience: water sports, walking, running, cycling, bird watching (green holidays) Culture & heritage discovery Start Bay delights foodies Late bookings through the web More active retired people Growing young professionals market Pre school professional families Longer day stays out of season Large number: retired households - VFR SLFSC: Keen to engage with more local people & visitors 6 week summer holiday festival Well placed to support more recreational opportunities Hobby & interest weekend courses for locals & visitors Improve recreational access - Circular walks/cycle trails linking villages & businesses to SW Coast Path cultural corridors. Collaborative business working Promote events: Start Bay banner Start Bay arts & craft or sculpture trail Small group adventure tours Heritage interpretation at businesses Visit South Devon Central Visitor Centre- Torcross/Slapton Water borne transport London 2012 Olympics & Paralympics: sport & culture legacy Using latest IT developments in interpretation Threats Long term breach of coastal road Villages become the end of the Line Loss of through bus service Capacity of car parking: peak season Lack of infrastructure planning Increased distribution costs End of Slapton Line Partnership Loss of middle car park on The Line Accessibility a disadvantage Potential disruption of coastal path The need for sensitive development with little impact on nature conservation Walkers using backshore unofficial path 30

31 11 ADAPTATION & CHANGE Local population 11.1 Although there are relatively few businesses within the study area, 150 in total according to Scott Wilson, there are almost 680 jobs within the Skerries and Stokenham wards alone, mostly in the distribution, hotel and self catering sector and construction. These and many more businesses, such as self catering providers derive income through the promotion of the holiday delights of the towns and villages along the coastal road to visitors. The many self employed persons also retain strong links with the tourism sector The socio-economic impacts identified through the future breaching and long term loss of the A379 coastal road include: diversions and disruption to access of services, increased drive times, difficulties of larger vehicles using minor roads, changes in or loss of bus routes, more isolated communities, potential loss of business through down turn of passing trade and supply chains interrupted and increasing supplier and buyer business costs. The ethos of sustainable tourism is about balancing the needs of the local community and businesses with that of visitors and conservation of the environment. By getting it right for local people, you get it right for visitors Experts believe that the road can only be maintained for years before the shingle ridge breaks down. Should a breach occur, it may self heal or form intermittent tidal inlets no-one knows. Whilst residents and businesses learn to live with the changing coast, the Slapton Line Partnership aims to support them, by both maintaining the road for as long as possible and supporting the community as it adapts. This is being done through business and community support, raising awareness of key issues, organised events, new interpretation, rebuilding protective bastions, making additional passing bays on alternative routes and improved information and communications Visitor capacity issues 11.4 The South Hams suffers from overcrowding in the main tourism hotspots in peak summer months of which Slapton Sands and the Start Bay area is one. However, this is the time of year when the majority of tourism operators make up to 90% of their annual income. This is especially true if the summer is a sunny one as many visitor trips are made at last minute according to weather forecasts. Capacity issues at peak season include: Limited car and coach parking for increased visitor numbers and longer visitor stays Limitations of available bed spaces, catering and other facilities Sustainable tourism seeks a better seasonal spread to visitor patterns out of season. 31

32 11.5 Potential positive impacts to be associated with the severance of the road as identified by Scott Wilson include: Benefit from the closure by some specialist businesses, e.g. recreational pursuits and natural history related, if it is perceived by some visitors that the area has been enhanced by the closure. The natural creation of new wildlife environments will attract specialist and wider interest, if actively marketed and interpreted. It is thought that any positive benefits are likely to be realised in the longer term and may require some initial capital investment in a "replacement" tourist infrastructure (e.g. new visitor centres). Changes to the road structure inland include suitable parking and walking trail development could add to leisure and tourism use of the countryside in the area bringing economic gain to local businesses After the road breach in the winter of 2001, local residents and visitors were drawn to the Slapton Line out of curiosity and to take advantage of being able to walk along road safely without cars. The coastline at Slapton Line and the wider Start Bay area is a natural arena for recreation and fun for all ages. Walking here on relatively level ground could become an even greater attraction for all kinds of walkers, e.g. ramblers, strollers, those with disabilities and sport enthusiasts both on land and water. Feasibility to additional car parking should be considered at both Strete Gate and Slapton and additional places through extension at The Tank car park. This should include plans to sustain some elements of parking in the middle car park of The Line if breach of the road occurs People will arrive by car unless reliable transport alternatives are found. Accessibility to the Slapton Line in event of the road breach is a main issue. Ways of increasing access at peak times without increasing traffic both now and at any breach of the road could therefore be examined in liaison with commercial providers and local government organisations. Alternative forms of experience and ideally, environmental friendly transport would be ideal. Ideas that have been suggested include water borne transport, rickshaws, land trains, vintage buses and amphibious vehicles. Subsidies are likely to be required to attract commercial interest in product and market development Car parking usage for 2007 shows over 25,500 cars parked at Slapton Line using the middle Memorial car park a potential 60,000 visitors per annum who may not visit the village of Torcross to use retail and catering facilities. An enhanced foot path along the shingle ridge could make Torcross more accessible to users through easier pedestrian reach. It would also guide beach walkers away from sensitive sites. 32

33 12 OPPORTUNITIES FOR GROWTH New Marketing Organisations 12.1 Visit Devon is the Destination Management Organisation (DMO) set up in 2008 and now working with the six Area Tourism Partnerships (ATPs) in Devon. Together they offer a seamless route to market from a 24 hour global platform on a local, national and international level. Visit Devon promotes the county as the primary UK destination for visitors. A place that promotes sustainability, delivers quality, welcomes world class events and offers a quality of life experience that is second to none Visit South Devon is the ATP and local membership organisation covering Teignbridge and the South Hams districts in which Slapton Sands/Start Bay is located. A Community Interest Company, the ATP works in partnership with Visit Devon and the local authorities. Its role is to help businesses in South Devon thrive through marketing and advertising opportunities, support and membership benefits. Visit Devon has recently teamed up with Devon County Council to encourage people to take advantage of the stunning scenery on their doorstep. The Live Devon campaign is being broadcast across the South West on ITV1 featuring the strapline: Devon world class holidays, also available to locals Its vision is To unlock the full potential of South Devon as a world class year round, sustainable destination. Visit South Devon aims to: Increase shoulder season occupancy Increase the number of staying and day visitors Increase visitor spend in South Devon Drive up quality and encourage green business practice Offer effective and affordable marketing for tourism businesses Lobby local authorities for improved visitor services 12.4 The organisations seeks to recruit 600 members and achieve 1.2 million in membership, sponsorship and promotional marketing sales within five years. It has 500,000 of guaranteed funding support and investment from the two local authorities over the same period. Key marketing activities are national and regional PR and the development of as the leading website for visitors to the area, a show case and information resource with 150,000 planned on re-branding the site, search engine optimisation and themed micro linked sites Since the commercialisation in leadership of tourism with these two new industry sector led companies, a change of emphasis has been made between the public and private sector roles in tourism. The industry collaborates to market the area, drive up standards and support visitor information services. The local authorities continue work in partnership to 33

34 improve public realm services for tourism, such as toilets, signing, car parking, beach cleaning, infrastructure and interpretation in areas such as the South Devon AONB This Tourism Strategy seeks to dovetail with the marketing ambitions and brand values of both Visit Devon and Visit South Devon and looks for infrastructure development support and services through the Slapton Line Partnership authorities Visit South Devon Brand: This has been developed with the Visit South Devon by Red Rocket of Exeter, based on research questionnaires, face to face and desk research and the relationship to the new Visit Devon brand. Brand values reflect that 82% of visitors to South Devon are repeat customers with Cherished Memories and are summarised as: an unspoilt beauty; a great escape; a warm welcome; cherished memories. Brand Values: South Devon People (a warm welcome) + Places (an unspoilt beauty) + Experiences (A great escape)= Cherished Memories 12.8 Slapton Line/Start Bay: It makes good sense to align any new brand image for the Tourism Strategy area with the new hierarchy of colours and style developed for Visit South Devon and Visit Devon Team South West: The role of Team South West is to: 'Maximise the business, sporting, cultural and social opportunities to deliver a lasting and discernible legacy from the London 2012 Olympic Games and Paralympic Games. It is working closely with seven county groups including Devon, which lead on sub regional activity, developing plans and delivering projects in their locality inspired by the Games Team Devon is a county partnership which is responding to the opportunities presented by the London 2012 Games. Partners include: Devon and Cornwall Business Council, Visit Devon, Western Morning News, Active Devon, Devon Community Foundation, Community Council of Devon, Primary Care Trust, private sector companies, the Marines, Police, local authorities and the BBC. The priorities for Devon are to: Promote healthy life styles; engage more young people in positive activities; increase volunteering; stimulate a more enterprising and adventurous culture; explore links between sport and culture. Sustainability principles and inter-generational activity feature strongly. 34