In 2022, working alongside GL Hearn, HemingwayDesign completed a masterplan for Cleethorpes. Commissioned by North East Lincolnshire Council, the masterplan sets out a clear vision for the future development and regeneration of the resort and town centre.
Our team worked with the community and stakeholders to produce a long-term strategy. The masterplan is set within the context of Cleethorpes’ ambition to develop the tourism offer including increasing footfall, creating sustainable jobs, encouraging more overnight stays, extending the traditional tourism season, and supporting the creation of a green economy.
The second part of the commission provides a delivery strategy with economic evidence for priority projects included in the successful 2022 Levelling Up Fund (LUF) bid, securing £18.4m of funding, with £8.4m allocated specifically for improvements to Pier Gardens.
The masterplan creates three distinct seafront character areas, providing social, leisure and entrepreneurial opportunitiesfor a wide breadth of society.
At the heart of these is Central Promenade, which offers a well-preserved Victorian seaside experience, with its long promenade, sandy beach, pier, seafront cafés, shops, arcades and the Pier Gardens. Proposals focus on strengthening this character through public realm improvements that create more opportunities to relax, play and socialise along the seafront, while supporting a wider range of events and activities. Within Pier Gardens, proposals create a series of outdoor rooms that provide opportunities for events, play, exercise, relaxation and improved biodiversity.
The masterplan also seeks to improve the way the town works as a whole, encouraging people to explore beyond individual destinations, spend longer in Cleethorpes and discover more of what the town has to offer. Improved connections between the seafront and town centre help create a more walkable and connected place, supporting local businesses and encouraging greater activity throughout the town.
Every town needs a place where a new generation can make its mark and leave a positive legacy of its own. Public engagement and existing plans suggest North Promenade can fulfil this role for Cleethorpes, providing a progressive, sustainable, youthful and alternative offer that complements the town’s Victorian heritage. It has the potential to help retain younger generations, attract entrepreneurs and support new businesses, strengthening Cleethorpes’ reputation as a destination that continues to evolve.
Proposals enable North Promenade to become a centre for wellbeing, culture and leisure, with opportunities for independent businesses, cultural activity, animation throughout the day and evening, and contemporary zero-carbon visitor accommodation.
The third seafront character area is South Beach, stretching from the leisure centre to the Fitties and incorporating the SSSI marshland, nature reserve, and expansive beaches. It offers a markedly different character to the rest of the seafront, shaped by its natural landscape, heritage assets and sense of seclusion. Proposals focus on sensitive public realm and infrastructure improvements that respect and enhance these qualities while improving opportunities to experience and explore this part of the coast.
The masterplan is informed by what is believed to be the largest public survey ever undertaken in Cleethorpes, with more than 2,700 residents, business owners and visitors sharing their views on the town’s strengths and future. The findings point to a strong appetite to build on Cleethorpes’ existing assets while unlocking new opportunities for enterprise, investment and growth.
“I just wanted to thank you and the team for all the hard work. It has only been 5 months since the project started and just look at what has been achieved – truly amazing!
The overwhelming a message from my colleagues is that the Masterplan is ambitious and incredibly exciting and we can’t wait to start delivering it. It really has been a pleasure working with your team”
Helen Thompson, North East Lincolnshire Council