Chesterfield visitor economy

Major boost for a joined up visitor economy strategy for the East Midlands

A new regional approach to delivering a thriving visitor economy across the East Midlands is set to be developed.

In a meeting on Monday 4 November, the East Midlands Combined County Authority (EMCCA) Board agreed funding of up to £60k to support the joint work of the region’s two Local Visitor Economy Partnerships (LVEPs) to develop a Destination Management Plan for the EMCCA region to add value, strengthen collaboration and avoid duplication.

The approach agreed by the Board focuses on three core elements to boost the visitor economy:

  • By promoting our place and products to deliver enhanced profile, greater reach and more visitors.
  • By developing the offer, working with our stakeholders to improve and increase, for example, hotel accommodation and live venue, conference facilities etc
  • By realising the value of the sector, showing the wider benefits to our region over and above the contribution to our economy.

Mayor of the East Midlands, Claire Ward, has begun a series of engagement events in order to hear directly from key organisations across the sector.

This has included a Derby and Derbyshire-focused meeting hosted by the Devonshire Group at Chatsworth House, an Arts Council-led event in Chesterfield, bringing together representatives from across the culture and heritage sectors, and a Nottingham and Nottinghamshire-focused event hosted at the National Civil War Centre in Newark.

These events provided valuable feedback regarding the challenges and opportunities for organisations in the sector.

There are now two Local Visitor Economy Partnerships (LVEPs) that cover the whole of the EMCCA area, Visit Nottinghamshire and Visit Peak District, Derbyshire and Derby and they are both formally accredited by Visit England. They will work with EMCCA to develop a strategic vision for the region, highlighting all the fundamentals of making our destinations thrive, while supporting local businesses.

The tourism/visitor economy makes a significant contribution to our economy, worth around £5.25bn in 2023 and supporting around 52,000 jobs. The aim is to take up numerous opportunities to grow the value of the sector, both in terms of direct economic impact and wider benefits that support EMCCA’s inclusive growth objectives.

Mayor of the East Midlands, Claire Ward, said: “The Visitor Economy is one of my key priorities because it matters everywhere: to our cities, our market towns, and our rural areas alike.

“This is a vital agenda for the whole region and I’m delighted to lead and strengthen collaboration with our regional partners. Our joined up Destination Management Plan means that we can have more impact, and improve our offer for visitors, residents and grow our economy.”

Jo Dilley of the of the Visit Peak District, Derbyshire and Derby LVEP said: “We’re delighted that East Midlands Combined County Authority (EMCCA) recognises the importance of the visitor economy, which is worth £2.89bn to the Peak District and Derbyshire, and are pleased to be working in partnership with Visit Nottinghamshire on joined-up Destination Management Plans that will benefit the entire East Midlands region.

“The visitor economy is a sector that can drive positive change across local communities, providing jobs, boosting investment, and supporting the development of vital infrastructure. By working collaboratively and creating a strong partnership across the Combined Authority, we can offer efficiency of scale and growth for businesses, amplifying key assets across national and international markets. Together, we can deliver a sustainable strategy that provides a strong foundation for the sector’s future growth.”

VisitEngland Director Andrew Stokes commented: “It is great to see these two Local Visitor Economy Partnerships (LVEPs) working in collaboration to support sustainable growth in tourism and investment in the East Midlands. The local visitor economy will benefit from this joint and stronger regional alignment.

“VisitEngland will continue to work with Visit Peak District, Derbyshire & Derby and Visit Nottinghamshire LVEPs as they develop their collective Destination Management Plan with our expert guidance and resources in areas from product distribution, accessibility and sustainability to business support, funding bids and marketing.”

At the meeting, Board members emphasised the value of the visitor economy and the opportunity we have to grow this. There are great assets already across our area, and by joining up our efforts we can promote an offer that persuades people to visit for longer, spending more in our region and going home having had a great experience and promoting our region.

The Board also noted the vital contribution that will be made by areas such as transport and skills, for which EMCCA is becoming responsible, and the opportunity we now have to make sure our spending and delivery in those areas helps our visitor economy thrive, through promoting the value of jobs and careers in the sector, working with providers to develop a skilled workforce, and helping improve transport connectivity for visitors and those working in the sector.

Visit Chesterfield for a great day out or to stay. Find out more at: https://www.chesterfield.co.uk/visiting/

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Research shows how town centre hotel boosts visitor spending

Research has found that guests staying at Premier Inn Chesterfield Town Centre, which is located in the former Co-op department store on Elder Way, are each spending, on average, £79 a night in the local area.

Whitbread PLC, the UK’s largest hospitality business and owner of Premier Inn, carried out the research. It found that Premier Inn guests typically spend £137 externally on items such as entertainment, with £79/night (56% of the total spending) being spent in the local area within which their chosen Premier Inn is located.

The comprehensive study by Whitbread involved surveying more than 12,600 Premier Inn guests staying in 357 Premier Inn hotels across the UK within 24-hours of check-out.

Alex Flach, UK Development Director in the UK & Ireland for Whitbread, said: “From shopping to sight-seeing, local dining to local drinks, this analysis shows the positive economic impact of Premier Inn hotels on local economies across nations and regions of the UK.

“As a business, we are committed to using our scale and national footprint to make a positive difference to people’s lives and to create long-term value. We are delighted that, for the first time, we can demonstrate clear evidence of the economic impact our hotels have on the communities they serve.”

The Premier Inn Chesterfield Town Centre, which is located on the upper two floors of the former Co-op department store on Elder Way, has proved popular since opening, with nearly 90% of guests rating it as either excellent or very good on TripAdvisor.

The 92-bedroom hotel was opened in 2019 following the transformation of the upper floors of the iconic building by regeneration specialist Jomast. The hotel also benefits from the proximity of a secure car park, Saltergate Multi-Storey, which opened the same year.

Jomast subsequently went on to transform the ground floor of the building into eight large street-level units with contemporary glazed frontages.

There are currently a number of leasing opportunities available at the 21,761 sq ft scheme, from smaller E Class and Sui Generis Bar units of 1,420 sq ft upwards to larger units of up to 4,704 sq ft.

Joint agents for Elder Way, WSB Property Consultants and FHP are now marketing the units at food, drink, entertainment, retail and clinical operators.

Mark Hill, Commercial Property Director of Jomast said: “We have worked with Premier Inn to bring the hotel chain to a number of Jomast’s developments throughout the country. We recognise that having Premier Inn as an anchor tenant is very attractive to tenants of our schemes, and Whitbread’s research into guest spend in the local area supports this.”

Food and drink and entertainment were the top categories of spending for Premier Inn guests followed by non-food shopping and travel.

Whitbread calculates that spending by its guests on food, drinks, entertainment, shopping, and local transportation could be contributing £1.6 billion annually to those catchments that have a Premier Inn. This is equivalent to an average annual benefit of £3.3 million in visitor expenditure for local businesses in each Premier Inn hotel location.

Chesterfield’s businesses are set to benefit from further hotel investment in the town after the Holywell Hotel by Voebeg received the green light from planning officers recently.

Located next to the town’s well-known Holywell Cross or ‘Donut’ roundabout in the heart of Chesterfield, developer of Holywell Hotel, Voeberg, is set to undertake a £1 million refurbishment of the Grade II listed building.

The building will be converted into one two-bedroom and eight one-bedroom apartments for use as short-stay accommodation.

Emily Smith, Property Investor and Mentor at Voeberg commented on the ‘imminent’ Holywell Hotel saying: “It’ll complement other hospitality and retail businesses’ offerings in the town and we’re looking forward to partnering with many local businesses through the development and then the running of the hotel.”

Councillor Kate Sarvent, Chesterfield Borough Council’s cabinet member for town centres and visitor economy, said: “We are aiming to attract more tourists and visitors over the next four years and there are a number of new hotel developments planned to support this growth. It is useful to understand how guests at hotels support our wider town centre economy and provide a boost for local businesses.”

If you’re a business looking to benefit from the opportunities on offer at Elder Way, contact Alan Pearson at FHP on 07587 133540 or Adam Mobley at WSB Property Consultant on 0113 234 1444, or visit www.elderway.co.uk.

Find out more about the wide range of benefits associated with locating your business in Chesterfield.

Chesterfield Elder Way, Holywell Hotel by Voeberg and Chesterfield Borough Council support the marketing and economic growth of the town through Chesterfield Champions, a network of over 200 organisations across Chesterfield and North Derbyshire.

Chesterfield Elder Way

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Chesterfield reveals ambition to increase visitor economy by £32 million

Ahead of English Tourism Week 2023 (17 – 23 March), Chesterfield has announced its bold ambition to increase the value of its visitor economy by 20% by 2030.

A 20% increase in tourism will bring an additional £32 million into the economy annually helping create jobs for local people and opportunities for existing and new businesses.

The town will build on its heritage, retail and leisure offering as well as its proximity to the Peak District National Park, to increase the number of overnight stays in the town.

As part of its drive to attract people to visit and stay in the town, the town’s inward investment marketing campaign Destination Chesterfield has appealed to businesses and residents to ‘talk up the town’ within their networks and help attract visitors.

Peter Swallow, Chair of Destination Chesterfield said: “Chesterfield has an excellent offer for visitors, as well as the town’s close proximity to one of the most visited National Parks in the world. There is an opportunity for us to attract more people to visit and stay overnight in Chesterfield using the town as a base rather than just passing through on their way to the Peak District.”

The Peak District currently welcomes more than 13 million visitors annually with 83% of these arriving by car. Attracting some of these visitors to stay in Chesterfield and using its bus and rail links to visit surrounding areas, including major attractions like Chatsworth House, will not only benefit the borough’s economy but also support the Park Authority’s Sustainable Transport Action Plan.

Additionally, there are cycle paths into the Peak District, the border of which is just five miles from the town centre.

Jo Dilley, Managing Director of Visit Peak District & Derbyshire praised Chesterfield’s ambitions, saying: “Tourism already plays a vital role in making the area such a brilliant place to live, work and visit, and we strongly support Chesterfield’s ambition to grow the value of its visitor economy even further.

“The tourism sector generates billions of pounds for the local economy each year, supporting thousands of local jobs and displaying huge potential for future growth, particularly in areas such as sustainable and active travel, which Chesterfield can really capitalise on.

“Growing and developing the town’s tourism offer will not only benefit local businesses, it will also have a positive and lasting effect on local residents and communities. We look forward to working with partners in Chesterfield to support them in achieving this goal and ensuring the visitor economy’s long-term success.”

Mark Thurman, Managing Director of Casa Hotels which owns and operates two four-star hotels in the borough, urged people to ‘celebrate what we’ve already got,’ saying: “We don’t need to reinvent the wheel. We have wonderful accommodation, great restaurants and fantastic transport links to bring people to Chesterfield to then go and explore the surrounding area. We don’t need to do anything other than celebrate what we’ve already got.”

The town’s proximity to the Peak District has already attracted major investment to the borough including the £300 million PEAK, an all-year-round round leisure education, wellness and entertainment destination. PEAK’s masterplan has been developed around a transport and mobility system connected to the National Park. Phase one of the development, Gateway at PEAK, which is being developed by Milligan is expected to be completed in 2025.

celebrate 2023 visitor economy panel

Experts discuss Chesterfield’s visitor economy at Celebrate Chesterfield 2023. (Left to right: Jo Dilley – Visit Peak District & Derbyshire, Phil Bramley – Derbyshire Times, Mark Thurman – Casa Hotels, Jimmy Drew – Derbyshire County Cricket Club)

The town is already home to the award-winning Casa Hotel and further hotel accommodation is planned within the £320 million Chesterfield Waterside scheme located close to the close to town’s mainline train station. The developer, Bolsterstone Group Plc, is in talks with major hotel brands to operate the proposed 120-bed hotel within Phase 1 of the scheme. The new hotel will be a further addition to the popular 92-bed Premier Inn Hotel which was opened within the Elder Way development in the town centre in 2019.

Increasing the visitor economy of the town is one of the key targets in the 2023-27 Chesterfield Growth Strategy which was launched by Chesterfield Borough Council on 23 February. In addition to growing the visitor economy, key headline targets, include:

  • Increasing the number of employee jobs in the borough by 4% (2,000 jobs)
  • Increasing the number of businesses by 12% (400 businesses)
  • Increasing the number of higher value businesses by 15% (100 businesses)
  • Increasing the share of Chesterfield residents in knowledge-based occupations by 15% (baseline Census 21 – 18,000)
  • Increasing the value of the visitor economy by 20% (baseline £163m)

Councillor Kate Sarvent, Chesterfield Borough Council’s cabinet member for town centres and visitor economy, said: “We are already a fantastic visitor destination but growing our visitor economy strengthens growth across the borough, it leads to more people supporting our local businesses and town centre. This will in turn create new jobs and opportunities for our residents. To do this we need to work closely with our partners to promote our town, we have excellent transport connections, fantastic accommodation choices and our proximity to the Peak District puts us in a very strong position to bring more people to our town.”

Peter added: “The lasting and far reaching change we are striving for in Chesterfield cannot be done by one organisation alone; it must be a collaborative effort. By doing this, there is a real opportunity to build a thriving visitor economy in the town.”

Chatsworth Country Fair

Chatsworth Country Fair – Image by Chatsworth House Trust

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Have your say on Chesterfield’s Visitor Economy Strategy

Chesterfield residents and businesses can have their say on a new strategy to grow Chesterfield’s visitor economy.

The Chesterfield Visitor Economy Strategy sets out the role of Chesterfield Borough Council in accelerating the growth of the visitor economy over the next five years. It aims to attract more visitors by making Chesterfield a great place to be – a place that people enjoy visiting and spending time in. More visitors will generate additional visitor spend, supporting existing employment and creating new jobs in the local economy.

People can have their say on this strategy until Wednesday 8 December and their views will help develop the final strategy.

Councillor Kate Sarvent, cabinet member for town centres and visitor economy, said: “This strategy sets out the core elements of our visitor offer and the exciting new opportunities we can build on, such as the successful £20m bid to transform Stephenson Memorial Hall and enhance public realm in the town centre, to encourage more people to come to Chesterfield. Not only do we want to attract more day visitors, but we also believe that Chesterfield makes a great base where people can stay to explore Derbyshire and the Peak District.”

“Your feedback will help ensure that this strategy is the right approach to marketing Chesterfield and encouraging more people to visit.”

The strategy is underpinned by a focus on quality place making, seeking to reinforce a distinctive Chesterfield identity that differentiates us from other visitor destinations.

It also identifies other priorities to attract visitors, which include:

  • Enhancing the ‘Crooked Spire’ experience to build a stronger unique selling point
  • The development of PEAK Resort as a major driver of visitors
  • Speciality markets, festivals, and events to capitalise on investment in the town centre
  • Developing our cultural and heritage offer including work to enhance Stephenson Memorial Hall and the development of an interpretation plan to bring our heritage stories to life
  • Increasing hotel capacity to provide space for both leisure and business visitors
  • A new ‘inspired’ marketing approach to raise awareness of the area as a place to visit.

The online consultation is open until Wednesday 8 December and people can find out more and submit their feedback by visiting: www.chesterfield.gov.uk/visitor-economy-strategy-consultation

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