The Value of the Watersports Economy in North Devon

Transcription

The Value of the Watersports
Economy in North Devon
July 2009
Acknowledgements
This study would not have been possible without the help of watersports
businesses, watersports clubs and local agencies who invested much time and
effort in committing to the project. Finally, North Devon+ is very grateful to all
focus groups participants for providing further qualitative information for this
research, without which this study would not have been possible.
Interviews carried out by Sophie Price and Isabelle Bromham
Data Analysis conducted by Liz Abell
Report written by Liz Abell and Isabelle Bromham
This research was made possible with funding from:
Disclaimer
Whilst North Devon+ has made every attempt to ensure the accuracy and
reliability of the information contained in this document, the results and
conclusions presented are not necessarily definitive, comprehensive or
current. This report represents the findings, views, opinions and conclusions
of the research team only, based upon information provided from third
parties. North Devon+ does not guarantee the accuracy of, nor endorse the
views and opinions by any third party content provider. North Devon+
accepts no liability for decisions or actions taken as a result of this study.
CONTENTS
1. Introduction………………………………………………………..1
2. Background………………………………………………………...1
3. Methodology...............................................................1-2
a. Interviews..........................................................2
b. Focus Groups......................................................2
c. Desk Research....................................................3
d. Study Area..........................................................3
4. Results…………………………………………………………….....3-21
5. Summary of Results ………………………….…………….……22
6. Recommendations.......................................................23
Appendix A
Economic Survey
Appendix B
Marine Leisure Sector Focus Groups
Appendix C
Desk Research
Appendix D
Research Map
Appendix E
Letters to businesses
Introduction
North Devon + was successfully accepted to take part in a 3 year (January 2009 –
January 2011), Trans-national Interreg IVB project NEA2, in December 2008. The
project is co-ordinated by the Conseil General de Bretagne and comprises of 23
partners from the UK, Ireland, France, Spain and Portugal. NEA 2 aims to develop a
competitive and sustainable watersports sector within the Atlantic Area, which
differs from what is done in this domain in the international arena by its exemplary
implementation, by delivering: economic innovation and performance, protection
and development of the environment, quality of life and social cohesion.
NEA 2 aims to develop trans-national cooperation based on sustainable
development of every aspect of the Marine Leisure sector. Within the project, each
area will focus on one or more issues that are common to the partnership, but are
of relevance to the area. In North Devon, the intention is to focus on the strategic
sustainable development of the sector and to extend the focus to the development
of wider activity watersports sectors.
Background
The main purpose of this study is to provide a quantitative and qualitative
assessment of the value of the watersports economy in North Devon. A key focus
for North Devon + is for our region to be “an attractive and vibrant place to live,
learn, work and visit, based upon a high quality environment and a prosperous and
sustainable economy”.
One important, but under-researched sector in the Northern Devon area is the
marine leisure industry. It is only recently, following the recent research study into
the Economic Value of Surfing in Northern Devon, that the significance of this
sector became apparent. In order to understand more about the industry, research
was undertaken in January 2009 to assist with the area’s participation in the NEA2
project.
This survey was devised to explore the nature of businesses that are associated
with the watersports industry, both directly and indirectly, in Northern Devon.
The aim was to gather together some preliminary information that would be used to
shape the ongoing Nautisme Espace Atlantique (NEA2) pan-European project. The
information covered the types of businesses that link themselves to the watersports
industry, their main products and services, the nature of their links to watersports
and an indication of the economic value of this association.
Methodology
Initially a database of businesses was constructed, sourced from the Market
Measures database held at Devon Renaissance and supplemented with databases
1
held by North Devon+. The data was cross-checked and analysed and the
database refined down to approximately 300 businesses.
A letter was sent to every business introducing the Nautisme Espace Atlantique
project and explaining the purpose of the survey. A copy of this letter is attached
at Appendix A.
Businesses were invited to participate in the survey, and were informed that they
would be contacted by telephone to take this forward. Any business that did not
want to participate responded to the letter to request their details were removed.
Around 50 businesses asked to be removed from the database.
Of the remaining businesses, a further 40 businesses were removed as they were
not identified as the target respondents for the survey, and the remaining database
of 209 businesses was used to pull together the survey sample. The sample was
constructed to ensure that all types of businesses were represented and that the
geography of the area was covered as effectively as possible.
Interviews
Each business was contacted initially by phone and asked to assess their linkages to
the watersports industry. For those businesses that identified that their business
was dedicated to watersports, arrangements were made for a face to face
interview. For all other businesses a telephone interview was carried out.
The interview was modular, with the businesses only asked the modules that were
relevant to their business. A copy of the survey is attached at Appendix A.
The results of the interviews were compiled into a database and analysed using
SPSS. This report was then prepared as a briefing document covering the main
results of the survey work to enable further discussion and development of the
project to take place.
94% of the businesses that responded were prepared to make further contributions
to the watersports project, but involvement with workshops, steering group
meetings etc would be subject to being able to take time away from their
businesses in all cases.
Focus Groups
Following on from the quantitative results of the survey, local businesses,
watersports clubs and agencies who had participated in the first stage of the
research were invited to a focus group/workshop evening to explore further some
of the key findings as well as to identify gaps and opportunities in the sector.
Furthermore, feedbacks from the focus groups will help improve the planning and
design of the new project with the overall aim to develop a watersports strategy for
North Devon. A copy of the Focus group question is attached at Appendix B.
2
Desk Research
A range of relevant national, regional and local policy documents were reviewed in
order to assess whether or not the Marine Leisure sector, and in particular the
Nautisme Espace Atlantique project and its actions would fit strategically with
future environmental and economic development in the region (see Appendix C).
Study Area
The main study area for this project is the Northern Devon Coast, stretching from
the North of Bude Welcombe Mouth, to Forland Point near Lynton/Lynmouth taking
all of the North Devon AONB. This area was selected on the basis that most
watersports in North Devon are practised along coastal waters. However, other
significant watersports such as canoeing, wakeboarding and sailing are also
practised on the Taw and Torridge estuary and fishing on smaller inland lakes. For
this reason, the study area stretches inland from South Molton to Holsworthy (see
Appendix D).
Responses Rates and Sample
All of the businesses that were contacted by telephone agreed to participate in the
survey, and in total 67 telephone and face to face interviews were conducted. The
interviews took between 15 minutes and 1 hour to carry out.
This is a breakdown of their links to watersports:
Business Type
Frequency
Percent
My business does not link to watersports directly
3
4.5
My business has links to watersports but they are not critical
4
6.0
The watersports industry is very important to my business
12
17.9
Watersports are important for my business
14
20.9
My business is dedicated to watersports
34
50.7
Total
67
100.0
The majority of businesses surveyed were dedicated to watersports, at 51%, but all
businesses covered recognised an association with the industry.
3
57 of the businesses were located in North Devon and 10 in Torridge, and the
nature of their activity is shown below.
Type of Business
North Devon
Torridge
Total
8
3
11
Clubs
Retailer of watersports products
12
2
14
Manufacturer of watersports products
4
1
5
Watersports courses / tuition
9
2
11
Other watersports services
0
3
3
17
2
19
Food & Drink
9
0
9
Other Products and services
8
2
10
Accommodation Provider
Several of the businesses had several arms to their activity, so the total shown in
the table below exceeds the overall total of 67 businesses. For each activity
delivered by businesses, a module of the survey was presented.
Overall the businesses employ 260 permanent and 520 seasonal staff (both FT and
PT), as shown below:
No Staff
Ave No per Business
Permanent FT Staff
202
3.26
Permanent PT Staff
58
.94
Seasonal FT Staff
287
4.63
Seasonal PT Staff
233
3.76
Seasonal staff play an important role in the labour force for the watersports related
businesses, as would be expected.
Important Note
Whilst the survey is representative of the nature and experiences of watersports
related businesses in Northern Devon, some of the data included in this report is
commercially sensitive and the small sample size means that many of the results
cannot be considered statistically significant. As a result extreme caution should be
used in the use of this data.
There are some headline results that are suitable for wide usage, and these are
indicated in the text as bold and underlined.
4
Survey Results
Business Turnover
The majority of the businesses were small in terms of turnover. Nationally the
average annual business turnover in 2007 was £597k1 whilst 60% of the businesses
in the survey were turning over less than £250k annually.
Frequency
Valid
Cumulative
Percent
Percent
Up to £49k
15
31.9
31.9
£50 - £99k
4
8.5
40.4
£100 - £249k
9
19.1
59.6
£250 - £499k
11
23.4
83.0
£500 - £999k
1
2.1
85.1
£1m - £4.9m
7
14.9
100.0
Total
47
100.0
Businesses that chose not to respond
20
In total, however, the turnover of these businesses is significant, at approximately
£25m per annum.
Businesses reported on the proportion of their income that was derived from
watersports related products and services, as shown below:
Frequency
Valid
Cumulative
Percent
Percent
None
3
5.6
5.6
Less than 25%
6
11.1
16.7
25% - 50%
4
7.4
24.1
51% - 75%
8
14.8
38.9
76% - 99%
10
18.5
57.4
100%
23
42.6
100.0
Total
54
100.0
Not answered
13
For 76% of the businesses, over half of their turnover was derived from
watersports related products and services.2 When the proportion of watersports
1
Source: Office of National Statistics, SME Statistics 2007.
5
related turnover is multiplied up by the actual turnover figures, these businesses
specifically identify £18m of turnover as being directly related to watersports
products and services.
When the sample is considered in the context of the overall database of businesses,
the following estimate can be made:
47 businesses responded to both the turnover and derived turnover questions.
The total watersports related turnover for these businesses is estimated at £18m.
The total number of watersports related businesses in the database is 209.
209/47 x 18,000,000 = £80m
Therefore it can be estimated that watersports related products and services
directly contribute £80m to the turnover of businesses in the Northern Devon
economy.
Staff Training
48% of businesses surveyed trained some or all of their staff in the 12 months up
to the survey date.
The nature of training provided is shown below:
50.00
40.00
30.00
20.00
10.00
Other
Finance
/Sales
marketing
Specialist
busines
skills
Management
skills
ICT
Basic skills
0.00
There was no interest in training staff in higher level or management skills, and
in fact the other skills were most commonly the training selected. When
businesses were asked to explain this in detail, the majority of businesses cited
statutory training such as first aid training, and on the job training specific to
their business.
2
The businesses that reported no turnover from watersports products and services were typically businesses that enjoyed a
location frequented by watersports participants but did not sell products directly related to the sports themselves.
6
Business Accreditation
40% of businesses are part of an accreditation scheme. The accreditations
ranged from sport related licenses and memberships, to tourism star rating
schemes and a Green Tourism Business Scheme, with one or two accredited to
more general business standards such as Investors in People.
7
Environmental Attitudes and Policies
Businesses were asked to rate their views on environmental issues and the
results are as shown:
Frequency
Not at all concerned
Valid
Cumulative
Percent
Percent
8
13.1
13.1
Slightly concerned
12
19.7
32.8
Very concerned
41
67.2
100.0
Total
61
100.0
Not answered
6
67% of businesses were “very concerned” about environmental issues.
When asked whether they hold a current environmental policy, 52% reported
that they do, and a further 21% stated that they have a policy that they
recognise needs updating.
Other research carried out by Devon Renaissance3 shows that across all sectors,
43% of businesses in rural Devon either have a current environmental policy or
plan to set one up in the next year. In comparison there was a higher level of
environmental awareness, concern and policy development amongst the
watersports related businesses.
Further to this, 53% were happy to share their ideas on environmental issues
with other similar businesses. Of the businesses that either don’t currently have
a policy or whose policy needs updating, 81% were interested in having some
help to set one up. This provides a clear opportunity for NEA to support
networking activity within the sector.
Accommodation Providers
Between the 19 individual accommodation businesses4, they supplied:
• 10 campsites
• 4 holiday parks
• 7 B&Bs
• 13 Self catering accommodations
In total these accommodation businesses provided over 6,500 bed spaces, over
10,500 tent pitches and just under 9,000 camper van spaces.
3
4
Source: Devon Renaissance Business Survey 2009
Some businesses offered more than one type of accommodation
8
When asked about access for disabled guests, no businesses reported that all of
their accommodation was fully accessible, but for 79% of the businesses, some
or most of their accommodation was accessible for disabled guests.
Overall these businesses estimated that 170,000 guests stayed in their
accommodation during 2008. 84% of businesses reported that over half of their
guests stayed in their accommodation, at least in part, for the watersports
opportunities.
When this figure is multiplied against their reported number of guests, it can be
estimated that 149,000 guests stayed in their accommodation at least in part
for the watersports opportunities.
90% of accommodation providers place watersports information in all of their
accommodation. The majority offer some sort of special facilities for guests who
take part in watersports:
68% offer outdoor showers
47% offer watersports equipment storage
26% offer transport to and from sporting locations
47% include watersports related media (books, DVDs, etc) in their
accommodation
Other special facilities included a drying room, and daily surf forecast.
For the accommodation sector 32% of respondents provided watersports
activities arrangements for guests, mainly surfing, swimming and angling. 83%
of these businesses reported that their guests took up these opportunities.
In spite of this strong relationship with watersports, 44% of the businesses
either omitted watersports from their marketing materials entirely, or mentioned
it only in passing. Only 3 businesses made watersports a main feature of their
marketing materials.
Food and Drink Businesses
Within the 9 food and drink businesses5, there were:
• 6 licenses restaurants
• 1 pub
• 5 cafés
• 6 takeaways
Between them they provided 675 covers, and reported that they had served
over 450,000 customers (including repeat customers) in 2008.
All of the businesses were at least partially accessible for disabled people.
5
Some businesses had more than one branch or operation
9
89% of businesses reported that at least some of their customers visited the
business because of the watersports opportunities locally, and when multiplied
up against the reported number of customers, it can be estimated that 72,500
customers visited these businesses because of the watersports opportunities
locally.
Two thirds of theses businesses featured watersports heavily in their marketing
materials.
Other Watersports Related Products / Services
Three other businesses responded to the survey, offering boat charter for
surfing, wildlife watching, watersports photography, sunset trips and beachside
cinema. Between them they reported 700 customers.
All of these businesses operated a website and all advertised in local papers.
Other Products and Services
This category of businesses included fisheries, guides to the area and a
watersports related festival. Between them, they reported over 32,000
customers annually.
All of these businesses reported that some or all of their customers visit the
business because of its link with watersports. All of them focussed their
marketing materials on watersports.
10
Watersports Clubs
The survey covered:
• 3 surf clubs
• 2 surf lifesaving clubs
• 2 pilot gig clubs
• 2 canoe/kayak clubs
• 1 sub aqua club
• 1 kite buggy club
All but two are members of a national body, and 78% of the clubs offer some
activities for disabled members. Almost all the clubs meet weekly, with just one
meeting monthly.
Between them, they have 975 members. A significant proportion of these
members are school children, with 105 primary age members, and 311 senior
age members.
The key member benefits offered by clubs are shown below:
Other
Subsidised
equipment
National/International
links
Equipment hire
Ticket purchase
Watersports facilities
Watersports training
Professional
development
Competitions
Social events
100
90
80
70
60
50
40
30
20
10
0
56% of the clubs were aware of the Atlantic Coast Watersports Games prior to
participating in the survey.
11
Watersports Equipment Rental
10 of the businesses that responded to the survey offered rental of watersports
equipment. Between them they covered 7 distinct rental products as shown
below:
• 7 businesses rented out surfboards
• 6 rented out wetsuits
• 3 rented out bodyboards
• 2 rented out kayaks
• 2 rented out watersports accessories
• 1 rented out fishing tackle and equipment
• 1 rented out skim boards
The scale of their rental activities during 20086 were explored in more detail:
Equipment Type
Total
Average
Number for
per
all
business
businesses
Bodyboard
No of Bookings
305
102
No of Customers
290
145
Fishing rods, nets, chairs &
No of Bookings
150
150
umbrellas
No of Customers
200
200
Kayaks
No of Bookings
40
40
No of Customers
120
120
No of Bookings
30
30
No of Customers
30
30
No of Bookings
1960
327
No of Customers
1485
297
No of Bookings
1950
488
No of Customers
1525
508
Skim boards
Surfboards
Wetsuits
In total, these rental businesses reported that they served 3,650 customers in
2008.
4 of the 10 businesses offered special concessions for under 16s, whilst 4 offered
no concessions, and the final 2 did not permit under 16s to rent out equipment
at all. Typically the types of concessions offered were discounts, although some
of these were conditional on higher levels of purchase.
6
The businesses renting out accessories did not respond to this question
12
2 of the businesses had adapted equipment available for disabled customers.
These items were a customised wetsuit suitably for physically disabled
customers, and a larger surfboard.
None of the businesses purchased their rental equipment from within Devon.
The breakdown of the sources of different types of equipment is shown below:
Purchased from
Devon
SW
UK
Europe
World
Total
Bodyboards
0
0
0
0
2
2
Kayak
0
0
1
1
1
3
Rods
0
0
0
1
0
1
Surfboards
0
0
0
1
6
7
Wetsuits
0
1
0
0
5
6
Total
0
1
1
3
14
19
The main reason for these purchasing decisions was price, although quality was
also an important factor in deciding where to source wetsuits and surfboards for
rental purposes, and reliability was a key concern for businesses renting out
kayaks.
All the businesses marketed their services in some way, and the main marketing
strategies employed by the businesses are shown below:
100
90
80
70
60
50
40
30
20
10
Other
Online
booking
Advert
outside
premises
Website
0
None of the businesses opted to place adverts, either in local, specialist or
general publications, nor to place adverts on radio or TV. Of the other methods
employed by the businesses, word of mouth recommendations were dominant,
13
but some businesses also advertised with the Tourist Information Centre, carried
out leaflet drops and included advertising on their vehicles.
The businesses were split in their views about the best form of marketing
between boards outside their premises, web presence and word of mouth
promotion.
14
Watersports Equipment Sales
14 of the businesses that responded to the survey sold watersports equipment.
Between them they covered 12 distinct products:
• 8 businesses sold surfboards
• 8 sold watersports accessories
• 7 sold fishing / angling equipment
• 2 sold wetsuits
• 6 sold bodyboards
• 3 sold kayaks / canoes
• Other items included waveskis, paddleboards, skimboards and surf
lifesaving boards
The scales of their sales activities during 2008 were explored in more detail:
Accessories
Angling / fishing
Bodyboards
Clothing
Kayaks
Multiple
Total Number
Average
for all
per
businesses
business
No of Sales
2130
355
No of Customers
2130
355
No of Sales
5200
2600
No of Customers
4200
2100
No of Sales
1150
383
No of Customers
1150
383
No of Sales
1400
1400
No of Customers
1400
1400
No of Sales
240
80
No of Customers
240
80
3000
3000
No of Sales
20
20
No of Customers
20
20
No of Sales
50
50
No of Customers
50
50
No of Sales
6690
1115
No of Customers
6690
1115
No of Sales
40
40
No of Customers
40
40
No of Sales
1880
470
No of Customers
1880
470
No of Sales
No of Customers
Paddleboards
Surf lifesaving boards
Surfboards
Waveski
Wetsuits
15
In total, these businesses reported that they made sales to 19,400 customers
in 2008.
6 of the businesses had some sort of loyalty scheme in place, typically offering
10% discounts for local or regular customers, although for some businesses this
was an informal arrangement.
6 of the businesses also offered special concessions for under 16s, on some of
their lines, offering up to 10% further in discounts.
Only one business offered adapted equipment suitable for disabled customers,
and this was an adapted fishing rod.
Only two of the types of equipment were purchased from within North Devon,
with the majority of all equipment sourced from outside of Europe. The
breakdown of the sources of different types of equipment is shown below:
Purchased from
North
SW
UK
Total
Europe
World
Devon
Accessories
0
0
0
0
6
6
Angling / fishing
0
0
2
1
3
6
Boards
0
0
1
0
2
3
Bodyboards
0
0
0
0
3
3
Canoes
0
0
0
0
1
1
Clothing
0
0
0
0
1
1
Kayaks
0
0
1
1
1
3
Own brand clothing
0
0
0
0
1
1
Paddleboards
0
0
0
0
1
1
Surf lifesaving
0
0
0
0
1
1
Surfboards
1
0
1
1
7
10
Waveski
1
0
0
0
0
1
Wetsuits
0
1
1
0
6
8
Windsurfing sails
0
0
0
0
1
1
Total
2
1
6
3
34
46
For the majority of businesses the main reasons for their purchasing decisions
were to do with price and quality. One other key factor was the reputation and
brand recognition of the products they selected.
Only one business reported that they did not carry out any marketing. Of the
other businesses the main marketing strategies are shown below:
16
100
90
80
70
60
50
40
30
20
10
Other
Radio / TV
advert
Advert in
/local
general
publications
Advert
outside
premises
Advert in
specialist
publicatiosn
Online sales
Website
0
Websites and online sales were key marketing strategies for the majority of
businesses, and advertising was much more prevalent among these businesses
than for the rental operations. Again the main other strategies were leaflet
drops and word of mouth recommendations.
Views were divided about the most effective means of marketing the businesses,
but web presence was considered highly effective by many of the businesses,
followed closely by word of mouth promotion.
17
Watersports Equipment Manufacturing
5 manufacturing businesses responded to the survey, all of them offer retail
sales, with 3 servicing the wholesale market. Between them they offered the
following products:
• 2 manufactured standard surfboards
• 2 manufactured waveskis
• 1 manufactured surf lifesaving boards
• 1 manufactured open ocean boards
• 1 manufactured dinghies
• 1 manufactured kayaks
• 1 manufactured watersports clothing
5 manufacturing businesses responded to the survey, all of them offer retail
sales, with 3 servicing the wholesale market. Between them they manufactured
the following products in 2008:
Clothing
Number sold
Average Price
Total Value
Dinghies
Number sold
Average Price
Kayaks
£6,000
Not given
Number sold
Total Value
Number sold
Average Price
Total Value
Number sold
Average Price
Total Value
Waveski
40
Number sold
Average Price
Surf lifesaving boards
£1,260,000
Total Value
Total Value
Surf boards
£9
£240,000
Average Price
Open ocean boards
140000
Number sold
Average Price
Total Value
£1,600
N/A
30
£1,500
£45,000
30
£400
£12,000
20
£1,500
£30,000
70
£1,025
£71,750
In total the businesses manufactured £1.65m of watersports equipment. It is
important to note that this is an under-representation of the total value of
18
watersports equipment manufactured in Northern Devon as it is only a small
sample of the total industry.
One manufacturer offered concessions for under 16s, but did not specify what
the concessions were.
Two of the businesses offered adapted equipment for disabled customers,
specifically manufacturing waveskis adapted for users with only one leg.
All of the manufacturers operated websites, with 3 of them offering direct online
sales. Adverts in specialist publications were a key part of their marketing,
along with attendance at trade shows. The web was considered the most
effective form of marketing.
19
Watersports Courses
11 businesses provided tuition in watersports. The type of sports they taught
are shown below:
• 8 businesses offered surfing tuition
• 4 businesses offered kayaking tuition
• 2 businesses offered coasteering tuition
• 2 businesses offered wakeboarding tuition
• 2 businesses offered sailing / yachting tuition
• 1 business offered angling tuition
• 1 business offered powerboating tuition
• 1 business offered water-skiing tuition
• 1 business offered windsurfing tuition
Provision of each of the types of tuition in 2008 is considered below:
Angling / Fishing
Individual lessons: 20 lessons; ave cost £35 per lesson; total £700
Coasteering
Individual lessons: 300 lessons; ave cost £19 per lesson; total £5,700
Schools lessons: 12 lessons; ave cost £6 per person; ave size 6 people; total
£432
Group lessons: 30 lessons; ave cost £19 per person; ave size 6 people; total
£3,420
Kayaking
Individual courses: 10 courses; ave cost £670 per course; total £6,700
Schools lessons: 40 lessons; ave cost £3.30 per person; ave size 8 people; total
£1,056
Group lessons: 34 lessons; ave cost £28.75 per person; ave size 6 people; total
£6,038
Powerboating
Individual lessons: 9 courses; ave cost £15 per lesson; total £135
Sailing / Yachting
Schools lessons: 40 lessons; ave cost £3.30 per person; ave size 8 people; total
£1,056
Group lessons: 34 lessons; ave cost £28.75 per person; ave size 6 people; total
£6,038
Surfing
Individual lessons: 7,944 lessons; ave cost £17 per lesson; total £135,048
Individual courses: 139 lessons; ave cost £47 per lesson; total £6,533
Schools lessons: 98 lessons; ave cost £3.10 per person; ave size 18 people;
total £5,468
20
Schools courses: 3 courses; ave cost £12.90 per person; ave size 18 people;
total £697
Group lessons: 588 lessons; ave cost £16.50 per person; ave size 6 people;
total £58,212
Wakeboarding
Individual lessons: 345 lessons; ave cost £34.50 per lesson; total £11,903
Water-skiing
Schools lessons: 2 lessons; ave cost not given; ave size 10 people; total
unknown
Windsurfing
Across all of these businesses, the revenue from the tuition amounted to
£250,500. Again this is an indicative figure and is an under-representation of
the total value of watersports tuition in the area.
Most of the businesses operated websites with online booking systems. Most of
the businesses also advertised both in specialist publications and in the local
press, with two using radio / TV adverts. Posters and leaflet drops were also
widely used, and one business reported that they marketed their business
through presence at the university. Overall the web was rated as the most
effective means of marketing.
21
Overall Summary of Results
67 businesses were surveyed altogether, representing just over one third of the
businesses that are directly linked to watersports in Northern Devon. Key
findings from the survey were as follows:
•
•
•
•
•
•
•
•
•
•
•
•
•
780 staff were employed by these businesses, leading to an estimate of
over 2,000 staff employed in watersports related jobs across the area
Most businesses turned over less than £250k, compared with the national
average of £597k
The total turnover for the surveyed businesses was approximately £25m,
of which £18m was specifically identified as being directly related to
watersports products and services
This can be estimated as £80m watersports related turnover across the
area
Business demonstrated a higher level of environmental awareness,
concern and policy development than was found in other sectors
It is estimated that 149,000 guests stayed in surveyed accommodation
providers in Northern Devon for the watersports opportunities*
Watersports did not feature heavily (or in some cases at all) in publicity
materials for the accommodation providers
The surveyed food and drink businesses benefited from 72,500 customers
because of their proximity to watersports opportunities*
11 watersports clubs reported 975 members*, around half of which were
schoolchildren
Watersports equipment rental businesses reported that they served 3,650
customers in 2008*, but none of them purchased their equipment in
Devon, primarily for reasons of price
Watersports equipment retailers reported 19,400 customers in 2008*
Watersports equipment manufacturers reported £1.65m of products (sales
price)*
Revenue from watersports tuition amounted to £250k for surveyed
businesses in 2008.*
*These figures are estimates of the figures for the surveyed businesses and are
therefore under-representations of the total value to the local economy.
In summary it can be concluded that the watersports sector has an important role
to play in the economy of northern Devon, employing over 2,000 staff and
generating an estimated £80m turnover. By stimulating this sector, the overall
economy of the area could benefit significantly.
22
Recommendations
This research forms part of the process in understanding the sector and the
importance it has on the area in terms of socio-economic development and
environmental protection. The findings clearly showed that the marine leisure
sector is a powerful tool for stimulating the North Devon local economy.
North Devon is well placed to be at the forefront of developing a low carbon
economy through the marine leisure sector. This research clearly demonstrates the
commitment from businesses to protecting the environment and the measures they
already have in place to minimise their impact on natural resources.
It is important to also remember that the Nautisme Espace Atlantique project
(NEA2) seeks to work in partnership with different Atlantic Coastal regions, to look
at common issues and opportunities in the sector and to develop and deliver
measures which will benefit all partners involved.
Given the feedbacks acquired through the questionnaire survey and the two focus
groups, future participation in developing an action plan for the sector was well
received. In the light of this result the following next steps have been identified:
Dissemination event
• Inform the sector of research findings – open discussions with private,
public and voluntary sectors
• Deliver workshop themes to identify key priorities for the sector- business
growth, infrastructure, policies and environment
• Identify steering group members to become pro-actively engaged in
delivering identified key actions for the sector
Particular areas of work
Business innovation
• Explore new business ideas for the sector, with particular reference to
environmental technology in the manufacturing of watersports equipment
Good Environmental Practices
• Identify means of improving the sector green credentials and developing
environmental awareness schemes and campaigns to visitors and residents
Promotion, Marketing
• Watersports website for North Devon to be developed and maintained by
the sector.
• Watersports Green trails
23
Appendix A: Economic Survey North Devon Marine Leisure Sector NEA2 Project February 2009 About Your Business (pre-filled – check and complete any missing details)
Company Name
Nature of business
SIC code
Address
Contact Name
Phone number
Email
Website
Q: How important are watersports to your business?
Categorisation of businesses
Business Category
My business does not link to
watersports directly
My business has links to
watersports but they are not
critical
The watersports industry is
very important to my
business
Watersports are important
for part of my business
My business is dedicated to
watersports
Survey
N/A
Examples
Tel (1)
Art gallery displaying some watersports
photography
Tel (1)
or FTF (2)
Hotel beside marina
Surf clothing shop
Tel (1)
or FTF (2)
FTF (2)
General retailer also selling bodyboards
Surfboard manufacturer
Sailing instructor
Wetsuit shop
Reference: Outdoor Watersports Definition in the Context of the Nautisme Espace
Atlantique (NEA2) programme.
We are interested in all outdoor watersports; on the water, in the water or underwater.
Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite
surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up
Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting,
coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing
Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing,
sub aqua diving, jet skiing, sailing, swimming, angling / fishing
River: canoeing, kayaking, white water rafting, angling / fishing
Canals: boating, angling / fishing
Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para
sailing, yachting and power boating, angling / fishing
1. Telephone Survey:
Do you have 5 more minutes available now to answer some short questions about your
business and your links to the watersports sector?
If yes, continue with relevant sections of survey
PART
PART
PART
PART
PART
ONE – ACCOMMODATION
TWO – FOOD & DRINK
THREE – OTHER PRODUCTS
FOUR – OTHER SERVICES
ELEVEN - GENERAL INFORMATION
If no, arrange alternative time to call
2. Face to face survey:
Arrange time to meet and discuss relevant sections of survey
PART
PART
PART
PART
PART
PART
PART
FIVE – WATERSPORTS CLUB
SIX – WATERSPORTS EQUIPMENT RENTAL / HIRE
SEVEN – WATERSPORTS EQUIPMENT SALES
EIGHT – WATERSPORTS EQUIPMENT MANUFACTURING
NINE – WATERSPORTS COURSES
TEN – WATERSPORTS SERVICES e.g. tourist information, surf forecasting
ELEVEN - GENERAL INFORMATION
Nautisme Espace Atlantique
TELEPHONE SURVEY
PART ONE – ACCOMMODATION
1a. What is the nature of your accommodation (√ as many as apply):
Campsite
Self catering accommodation
Holiday Park
Hotel
B&B/Pub
1b. How many people can be accommodated at a time? (write in number)
How many bed spaces are there?
How many spaces for tents?
How many spaces for camper vans?
1c. Is your accommodation fully accessible for disabled guests? (√ one)
Not at all accessible
Some parts are accessible
Most of the accommodation is accessible
All of the accommodation is accessible
1d. Please estimate how many guests stayed in your accommodation during 2008
(write in number)
1e. What proportion of guests do you estimate stay with you, at least in part, for
the watersports opportunities? (√ one)
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
1f. Do you provide advice to guests on watersports opportunities? (√ one)
We put information on watersports in all our accommodation
We put information on watersports in some of our accommodation
We provide information if requested
We don’t offer advice services to guests
1g. Do you have any special facilities for guests who take part in watersports?
Outdoor shower
Watersports equipment storage
Transport to and from sporting locations
Watersports related books, films, magazines etc in your accommodation
Other (please specify)
1h. Do you offer to organise watersports activities for your guests? (√ one)
No (Â 1j)
Yes (Â 1h)
1i. Which watersports activities do you organise/book for your guests? ( as
many as apply)
TELEPHONE SURVEY
1j. What proportion of your guests used this service during 2008?
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
1k. Do you use watersports in your marketing materials? (√ one)
No
We include some pictures / reference but it is not a key marketing tool
Our marketing clearly features watersports
The main element of our marketing is watersports
TELEPHONE SURVEY
PART TWO – FOOD & DRINK
2a. What is the nature of your business (√ as many as apply):
Licensed restaurant
Food / drink retailer
Unlicensed restaurant
Take-away
Pub / inn
Other
Café
2b. How many covers are there? (write in number if applicable)
2c. What license restrictions are there for your business, such as timings, capacity,
etc? (write in details if applicable)
2d. Is your business fully accessible for disabled customers? (√ one)
Some parts are accessible
Most of the business is accessible
All of the business is accessible
2e. Please estimate how many customers were served in your business during
2008 (write in number; one customer two visits = 2)
2f. What proportion of guests do you estimate visit your business because of the
watersports opportunities locally? (√ one)
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
2g. Do you use watersports in your marketing materials? (√ one)
No
TELEPHONE SURVEY
PART THREE – OTHER PRODUCTS
3a. What is the nature of your business?
3b. Please estimate how many customers your business had during 2008 (write in
number)
3c. What proportion of customers do you estimate visit your business because of
its link with watersports? (√ one)
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
3d. Which watersports do you link to? ( as many as apply)
3e. Do you use watersports in your marketing materials? (√ one)
No
TELEPHONE SURVEY
PART FOUR – OTHER SERVICES
4a. What is the nature of your business?
4b. Please estimate how many customers subscribed to / benefitted from your
services during 2008 (write in number)
4c. What proportion of customers do you estimate use your service because of its
link with watersports? (√ one)
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
4d. Which watersports do you link to? ( as many as apply)
4e. Do you use watersports in your marketing materials? (√ one)
No
FACE TO FACE SURVEY
PART FIVE – WATERSPORTS CLUBS
5a. Which watersports does your club cover? ( as many as apply)
5b. How many members do you have? (write in number)
5c. Is your club a member of a national body?
5d. What proportion of your members are at secondary school (11 to 16)?
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
5e. What proportion of your members are at primary school (up to 11)?
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
5f. Are your club’s activities fully accessible for disabled members? (√ one)
Most of the activities are accessible
Some activities are accessible
All of the activities are accessible
5g. How regularly does your club meet? (√ one)
Weekly or more often
Every two months
Fortnightly
Less frequently
Monthly
Not applicable
5h. What are the key membership benefits of your club? (√ as many as apply)
Watersports facilities
Professional development
e.g. coaching skills
Equipment hire (Â PART SIX)
Access to competitions (Â 5h)
Watersports training (Â PART NINE)
National / international links
Social events, e.g. regattas, dances
Subsidised equipment
Ticket purchase, e.g. national events
5i. Are you aware of the Interceltic and Atlantic Games, which will be held in
Portugal this year?
Yes
No (share information)
FACE TO FACE SURVEY
PART SIX – WATERSPORTS EQUIPMENT RENTAL / HIRE
6a. Which watersports do you hire equipment for? ( as many as apply)
6b. In the last 12 months approximately how many bookings were made for each
type of equipment, and how many customers did this equal?
e.g. rental of a 2 person kayak would be 1 booking, 2 customers
Type of Equipment
No of Bookings
No of Customers
6c. Do you offer any special concessions for under 16s? (write in details)
6d. Do you have any adapted equipment available for disabled customers? (write
in details)
FACE TO FACE SURVEY
6e. Where is your equipment manufactured? And why did you select this
manufacturer? (add details)
Type of Equipment
Location
North Devon
Other parts of Devon
SW
UK
Europe
Rest of world
Reason(s)
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
6f. Where do you market your rental services? (√ as many as apply)
We do not market our services
We advertise outside the premises, e.g. on a chalk board
We have a website
We offer online booking
We advertise in specialist magazines / publications
We advertise in local / general publications
We have radio / television adverts
6g. Which method of promotion do you think generates the most customers?
(write in details)
FACE TO FACE SURVEY
PART SEVEN – WATERSPORTS EQUIPMENT SALES
7a. Which watersports do you sell equipment for? ( as many as apply)
7b. In the last 12 months approximately how many sales were made for each type
of equipment, and how many customers did this equal?
Type of Equipment
No of Sales
No of Customers
7c. Do you offer any sort of loyalty scheme? (write in details)
7d. Do you offer any special concessions for under 16s? (write in details)
FACE TO FACE SURVEY
7e. Do you have any adapted equipment available for disabled customers? (write
in details)
7f. Where is your equipment manufactured? And why did you select this
manufacturer? (add details)
Type of Equipment
Location
North Devon
SW
UK
Europe
Rest of world
Reason(s)
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
North Devon
SW
UK
Europe
Rest of world
Price
Quality
Reliability
Can produce large
quantity
7g. Where do you market your products? (√ as many as apply)
We have a website
We offer online sales
7h. Which method of promotion do you think generates the most sales?
FACE TO FACE SURVEY
PART EIGHT – WATERSPORTS EQUIPMENT MANUFACTURING
8a. Is you business aimed at .. (√ as many as apply)
Retail
Wholesale
8b. Which watersports do you manufacture equipment for? ( as many as apply)
8c. In the last 12 months approximately how many items were manufactured for
each type of equipment, and what was the average price?
Type of Equipment
No of Items
Average Price
8d. Do you offer any special concessions for under 16s? (write in details)
FACE TO FACE SURVEY
8e. Do you manufacture any adapted equipment for disabled customers? (write in
details)
8f. Where do you market your products? (√ as many as apply)
We have a website
We offer online sales
8g. Which method of promotion do you think generates the most sales?
FACE TO FACE SURVEY
PART NINE – WATERSPORTS COURSES
9a. Which watersports does your organisation cover? ( as many as apply)
9b. Over the past 12 months how many courses and lessons have you provided?
(write in the appropriate sport(s) and the numbers of lessons / courses / people)
Type of Sport:
No
Individuals
Ave cost per
course / lesson
No
Ave cost per
course / lesson
Courses (at least 5
consecutive days)
Lessons
Courses (at least 5
consecutive days)
School
Groups
Lessons
Ave group size
N/A
N/A
N/A
N/A
Courses (at least 5
consecutive days)
Other
Groups
Lessons
Ave group size
FACE TO FACE SURVEY
Type of Sport:
No
Individuals
Ave cost per
course / lesson
No
Ave cost per
course / lesson
Courses (at least 5
consecutive days)
Lessons
Courses (at least 5
consecutive days)
School
Groups
Lessons
Ave group size
N/A
N/A
N/A
N/A
Courses (at least 5
consecutive days)
Other
Groups
Lessons
Ave group size
Type of Sport:
No
Individuals
Ave cost per
course / lesson
No
Ave cost per
course / lesson
Courses (at least 5
consecutive days)
Lessons
Courses (at least 5
consecutive days)
School
Groups
Lessons
Ave group size
N/A
N/A
N/A
N/A
Courses (at least 5
consecutive days)
Other
Groups
Lessons
Ave group size
9c. Where do you market your courses / lessons? (√ as many as apply)
We have a website
We offer online booking
9d. Which method of promotion do you think generates the most sales?
FACE TO FACE SURVEY
PART TEN – WATERSPORTS SERVICES
10a. Which watersports do you provide services for? ( as many as apply)
10b. What type of services do you provide? (write in detail)
10c. Please estimate how many customers subscribed to / benefitted from your
services during 2008 (write in number)
10d. Where do you market your business? (√ as many as apply)
We have a website
We offer online services
10e. Which method of promotion do you think generates the most sales?
GENERAL INFORMATION
PART ELEVEN - GENERAL INFORMATION
11a. Is your organisation … (√ one)
A publicly run organisation
An association run organisation
A privately run organisation
11b. In the past 12 months, how many staff have you employed permanently?
(write in number of FTEs or FT/PT numbers)
11c. In the past 12 months, how many staff have you employed seasonally? (write
in number of FTEs or FT/PT numbers)
11d. How many of your staff have received training in the past 12 months? (write
in number)
11e. What type of training was this? (√ as many as apply)
Basic skills (e.g. numeracy, literacy)
Computer / ICT skills
Management skills (e.g. business planning)
Specialist business skills
Sales / marketing skills
Finance skills
11f. In the last 12 months, or tax year, what was the approximate turnover of
your organisation? (write in number, or √ one category)
Up to £49k
£50 - £99k
£100 - £249k
£250 - £499k
£500 - £999k
£1m - £4.9m
£5m or more
11g. Approximately what proportion of your turnover comes from watersports
related products / services?
None
Between ½ and ¾
Less that ¼
More than ¾
Between ¼ and ½
All
11h. Are you part of any accreditation scheme(s)? Which one(s)?
11i. How concerned are you about environmental issues? (√ one)
Not at all concerned
Slightly concerned
Very concerned
11j. Do you have an environmental policy?
Yes (Â 11k)
Yes, but we would like to revise / enhance the policy (Â 11j)
No, but planning to do so in next 12 months (Â 11j)
No, but planning to do so in the next 3 years (Â 11j)
No, and do not plan to do so (Â 11l)
GENERAL INFORMATION
11j. Would you like some affordable assistance with the development of your
environmental policy?
Yes
No
11k. Would you be prepared to share some of your ideas on environmental issues
with other similar organisations? (√ one)
Yes
No
11l. Would you be prepared to continue working with us over the next couple of
years to develop the watersports sector? (√ as many as apply)
I would rather not
Please keep me informed on progress
I would like to participate in future surveys
I would like to take part in 6 monthly workshops
I would like to be part of the steering group
Appendix B: Focus Groups Report North Devon Marine Leisure Sector NEA2 Project May 2009 Introduction Following the questionnaire stage it was evident that there were several key issues and key
findings that needed a more detailed exploration. Respondents to the questionnaire had
been asked if they were willing to participate in a group discussion/workshop event, and in
future activities and/or research; 94% reply that they would if the event was not to happen
during day time and / or during the busy holiday season.
Due to the geographical distance between the businesses that wanted to take part, 2 focus
groups were setup, one in Croyde (Village Hall) and one in Bideford (Business Support
Centre) on consecutive nights in order to maximise the turnout. Both meetings started at
7pm in the evening, giving enough time for businesses to finish trading for the day. A light
buffet and refreshments were served on arrival.
The purpose of the focus group meetings was to investigate further the thoughts and
concerns of the watersport sector in relation to business growth, barriers to development,
relationship to both statutory other policy agents, and the sector's role and impact on tourism
and the economy in general in North Devon.
The questions for the groups formed the basis of discussions and these were split into four
sections:
1.
2.
3.
4.
Business
Infrastructure
Environment
Policy
There was a slight variation in the questions asked to ensure the most appropriate 'fit' with
the individuals attending in respect to their different geographical location.
Both focus group attendees were engaged and engaging in this activity. They were very
enthusiastic about the subject matter as, more often, they were active in watersports as their
hobby/passion as well as their work/business.
Attendees to both meeting were a mix of private, voluntary and public sectors. Croyde
Focus Group had 14 participants and Bideford had 11 participants.
1. BUSINESS
The first set of questions focused on the business aspect of the sector. The responses are
set out for each area, as some elements were of more relevance to the specifics of the
location. There were supplementary questions, asked if appropriate, which will be found in
the Appendix.
2 Q1. How healthy do you think the watersport sector is in North Devon?
Croyde
Participants stated that they were 'all struggling', but that they were better off than Cornwall
due to their location in relation to weekend trade. They commented on being 'the country by
the sea' and that North Devon had much to offer. The watersport businesses commented
that people tended to visit at the weekends, and to this end, used webcams and weather
forecast in their decision-making. They said that people might often wait until the Thursday
or Friday as to whether they would come down to North Devon which meant that the trade is
weather 'sensitive' and subject to the vagaries both of the climate and also of the forecasts
made.
The accommodation side was not in agreement, as they experienced people booking a
month to a week in advance. Whereas in previous years people might have 'knocked on the
door' in the past, visitors were not touring around looking for somewhere to stay. Also, they
commented on the strength of sterling and that they 'don't see people from the continent'
although they did comment on getting many people from the Netherlands this particular year.
There was a lengthy discussion on the change in those engaging in watersports. Clearly,
from their comments, surfing particularly was more of a 'sub-culture' in the past. These days
the sport is not necessarily for the 'cognoscenti'; it is much more open to others, but this did
have a 'downside' in that people might want a 'taster' at the sport, rather than a commitment.
“People asking about accommodation are coming down with teenagers, who want
to do some surfing. This group may do surfing this year, but next year there are new
people coming along.”
When asked about other sectors benefiting from watersports, this group commented that
there are many activities available in North Devon. It is 'not just about the water', but that
“People are prepared to explore other elements - if they are active anyway, then
If there is no surf, they will look for alternatives.”
Focus group participants were in agreement that watersports offered an adrenaline 'rush'
and that this was 'adventure-based'.
There was discussion also about the broadening of the age band and also that people might
be involved at an early stage in their lives, but that they might 'disappear' coming back later
on. The group was keen to state that there needed to be work to address the 'bottom end' of
the market (entry-level/tasters) as people were being lost 'at the top end' as a result of other
priorities.
Bideford
The Bideford focus group had a similar level of participation and of equal mix in terms of
private and voluntary sectors participation. With regard to the first question, participants said
that:
3 “There is no doubt that beaches are busy. With the improved technology in wetsuits
manufacturing people are able to stay in the water longer and practise their sport in the
autumn and winter - people here locally, and from further afield are making a business of
it.”
Although this might not be experienced across all elements:
“Some sectors are doing well - hardwear ok. The economic situation has affected a
lot of shops; half a dozen have gone bankrupt within Devon and Cornwall.” In North
Devon, 2 shops have closed down as a result of the ’credit crunch’
There was much discussion about where people bought their kit from: there is 'nothing for
100 miles in terms of kite shops - the closest is in Exmouth.' 'People don't go for retail, but
buy off the internet.'
In terms of other sections of the sport: 'boating and yachting (has seen) a huge increase in
boats on the estuary', but that there was 'very little infrastructure in place and no decent
chandler shop'. Again, in terms of being asked about waterskiing on the estuary - there were
some boats available, but the rest were all local people with their own kit.
There were comments on the slipways - both access and support: 'the slipway warden at
Appledore is very good at keeping people moving through', and that
“A number of people who, when they know there is a good place to access the
slipway . . . will come here for their holidays.”
Similar to the Croyde focus group, there were comments about the changing 'profile' of those
practising watersports and young professionals spending their disposable income on
extreme watersports:
“Surfers used to drive beaten up old vehicles, and now people have (fancier) cars
and pay £500 for a kiting kit and are spending money in B&Bs and pubs.”
In terms of market recognition, people did state that 'everyone knows Westward Ho! For
Kite buggying', and that Westward Ho! would still be the better beach even if other areas
were opened up as 'Saunton gets a lot more crowded than Westward Ho!' and that 'people
will sometimes choose this side, because it is not the hectic side.'
Q2. What are the constraints of running a successful watersports business/club?
Croyde
How did the group feel about market competition? They commented that this was 'very
healthy, as it drives up quality and standard'.
On reflection “. . . although when competition comes along, the business instinct is not to be very
happy about this. But it does make them get their act together and to work hard to
have the best services around”.
4 In relation to boat charters, they commented on the need to have some competition around
to 'give another angle' as they were more 'niche-orientated'. Also, they are weather
dependent for sight-seeing trips to Clovelly, Lundy, etc and that the weather last summer
had an impact on business performance in this particular sector.
In terms of policy and legislation, the group talked about the requirement to have the
Adventure Activities Licensing Authorities certification (AALA) in place and that sea kayaking
fell into the particular category for under-18 years old. Costs were discussed for this and
other elements: 3rd party liability, cost and recovery of 'red' diesel. For sea kayaking it was
felt that this licensing legislation was a burden for small activity operators and was not
sensitive to individual business needs.
“Taking 2 kayakers along the coast line on calm days is far less dangerous than taking 2
learner surfers in overcrowded waters, yet I have to pay the AALA a very expensive
licensing fee, the surf school does not, there is no logic behind this”
The group was asked about the impact of planning on the development of their business.
The process was viewed as 'lengthy' and some felt that there was a 'lack of understanding in
terms of what was being asked for and the business needs of the sector.
Advertising was identified as being problematic and was supported by the group. They
commented that even if the parish council agreed to signage, that the process then moved
on to the County Council to seek agreement. The group commented on 'bureaucratic
elements' which seemed to lack rationale in relation to hanging signs, signs on the
pavement, ordinary signage to advertise the business on site. They said that advertising was
met with a negative approach by the statutory authorities. Finally, there were issues around
the benefits/disbenefits of being in a conservation area and the lack of consistency in the
planning process.
In terms of business rates and recycling, it was viewed that there is a lack of transparency in
what business rates are used for by the council. It was commented that the council does not
take responsibility to take away the rubbish - and that people do not recycle because they
have to pay more for this, on top of their business rates. When prompted in terms of what
would they like this to be used for, one commented that they
“would like to be treated as a customer, rather than an underling.”
On reflection, people said that they wanted the rates to be used for tourism to bring people
into the area, and to develop the area. Croyde and Georgeham Parish Council was regarded
as 'pro-active'.
Bideford
There was discussion on the issue of costs and dates of licensing operation for businesses
operating on the Taw and Torridge estuary. The general feeling was that the process was
inconsistent and not always sensitive to the watersports sector and at times too expensive
for businesses to afford, not making any sense at all.
One club stated that their watersports, which is only allowed on Westward Ho! beach in the
whole of North Devon, attracts people from all over the UK and Europe. Westward Ho!
5 features regularly in watersport publications and specialist sports magazines. However,
issues in licensing, insurance, the need for a club house and decent infrastructure make the
sport difficult to grow despite evidence of needs.
“ it is very frustrating, there is scope to develop a niche market for Westward Ho! but
the club or the few people that practise the sport regularly, do not have the
resources to take it to the next level and are faced with constraints, those constraints
are discouraging entrepreneurial spirit”
Q3. Do you feel the current level and quality of promotion of North Devon serves the
watersports sector well?
Croyde
People felt that the sport of surfing promotes itself and that Croyde is identified as an area
for surf. In terms of promotion of North Devon to Europe, the response was that there was
no budget available to do this. Commenting on surfing and Croyde, that it is:
“A brilliant product and fantastic area, but people in continental Europe won't have
heard of North Devon and the sector.”
and also participants felt that the English Tourist Board (Enjoy England) is 'not
knowledgeable of the sector and therefore cannot possibly be in a position to promote it
overseas’
When asked whether competition might cause problems with promotion, people agreed that
the Tourist Board could do more promotion work for the watersports sector, including
promotional material in different languages. Advertising in Tourist Information Centres has to
be paid for (apart from Barnstaple). One individual runs and maintains a website where they
advertise what is available in the area - so that people 'know the whole story'. Participants
also commented on the lack of decent beach infrastructure in comparison to what other
European Coastal destination are used to.
“Why would they want to come here, beach facilities are very poor ….and of course
the weather plays a major part in this”
Bideford
In terms of marketing people commented that they 'don't see Bideford advertised', “the area
doesn't promote itself that much”. The group’s perception was that there was more interest
in the 'hinterland'.
“The Council hasn't got a seaboard mindset - they had turned their back on the
maritime leisure industry”.
And what about 'zoning'? People were reflecting on the introduction of jet skies and
'thundercats' and the 'new beast' - zapcats.
What about carrying capacity? People talked about being restricted to carrying twelve people
unless they have an MCA licence and that it depends also on the vessels used.
6 When asked about where people would go for information on what's available, people
commented that the TIC were 'not promoting businesses doing watersports'. Also, reflecting
comments made in Croyde that
“ people do their research before they even get near the area . . . they go online”.
It was mentioned to people that this has been identified as a gap in terms of what's on and
what's available, and that there has 'been talking about producing an estuary guide - places
to stay, drink, sail, etc' and that this would be given away free to tourists. However, this
needed to be financed and that businesses mentioned would be asked to pay to be put in
there. There was discussion on what was happening on Exmoor - that project proposals
were being put together, and that money was being generated through marketing. It was
mentioned that 6500 people are receiving e-mails on what's on and it was a 'cheap way of
getting information out'
There are different associations for the various sports and that these needed to be promoted
too - paragliding association, standup powerboarding association 'lots of professional
associations and bodies which we should be bringing into the area'. There was a comment
about the 'need for an Active Exmoor here' - perhaps an 'Active North Devon coast'? People
felt that there were 'loads of activities to choose from, calendar elements' and it was not 'all
about money'.
When asked about marketing overseas, the group was enthusiastic that this happen. There
was discussion on the creation of a website for overseas, and that data should be collated
including website hits. There were thoughts about publicity materials being given out by
airlines as a way 'you can get your message out and not cost too much money'. Again,
people were commenting that there were visitors from the Netherlands, which was a legacy
of previous promotional work done. Twinning associations 'would be very pleased to be
included' as people felt they were 'going through a hard time, and anything that would
encourage them (to be involved) would be good'. Finally, Brittany Ferries were identified as
an organisation to be encouraged to 'sell the region to people living in Brittany'. There is a
lack of information as to why people in France are not coming over although it was stated
that 'people (are) coming over to do shopping in Plymouth'.
It was stated that there was a high quality of competitors (world champions) here in the UK –
some of them visit North Devon to take part in competitions. Participants felt that
opportunities were being missed in the area not hosting enough high class events.
Q4. Do you feel the current level and quality of business support and advice for your
organisation is sufficient/adequate?
Bideford
'Pretty adequate - quite a few grant schemes.' Some examples were then given on where to
get funding from, and where there was good information - 'Business Link is a good site to go
to'.
People commented that in general, so long as you have a good business plan, you can get
funding”
7 However, there was suggestion that funds were available for research and development, but
to set up a regular business there was 'lots of talk but not much practical help'.
Q5. How well do you think North Devon is equipped to deliver skills, training and
qualifications to the watersports sector?
Croyde
In relation to diving, the standard is well-recognised (including internationally) and that the
organisation present trains people. This was also the case with the surf lifesaving club: there
are surfers' courses available from the British Surfing Association. These courses are
advertised and that there was 'hope that enough people are interested in taking the courses.'
There is a lot of administration that goes with these courses. When questioned about sharing
costs, the response was that all the surfing organisations know when the courses are being
run.
What about training for their (full-time) staff?
Some respondents stated that they could not afford to pay for the cost of specific
watersports qualifications, as the cost is far too high all staff was part-time, and that they
paid for their own training. The businesses support by paying for the paperwork,
photocopying etc.
For lifesaving, it is a question of topping up existing qualifications, and that people are able
to work in various areas. The training is done voluntarily for their own members - they could
go to a professional body to do the same course and they could be tested/examined by the
same individuals.
It was recognised that there was a lack of trained coaches in the area and that this particular
person was undertaking 'long-term mentoring' of people for free. The costs could be £125
per day per coach for high level training.
For diving - this was all conducted in-house and voluntarily by the instructors.
Bideford
One activity centre runs a lot of their own qualifications and these are 'available to other
businesses - just the ones we know, but this isn't co-ordinated.' They said that there was a
need for someone to co-ordinate this work. In terms of powerboats, people would be looking
at training in Plymouth. The NVS can teach courses on day skippering - they train, but don't
test because there are no qualified testers. They have to get them in from other areas. They
did suggest that there was 'probably an opening for a sailing/watersports school'.
The Royal Yachting Association is recognised worldwide, training and qualifications are
transferable and easy to use abroad.
There is a
8 “Good market for training provision in the area - if the market is at a reasonable
price, then people will come”.
Active Exmoor does gather information on training, and that it should be possible to collate
all of this across the watersports in order that the whole profile of the area increases.
People in the group stated that:
“this meeting is a step in the right direction in terms of identifying gaps and improving
provisions for the sector.”
Discussions were extensive; the majority of time in each of the focus group sections was
spent investigating and discussing issues around business; barriers to development;
relationships with other bodies.
It was interesting to see that, although diverse in the watersports represented, there were
areas where there was much agreement and similar experiences.
2. INFRASTRUCTURE
Q6. How does transport affect your business?
Croyde
The group was asked about parking as the first infrastructure area. The group was vocal
about their frustrations:
“It sucks, and affects everyone.”
They talked about people having to move around from place to place to find parking and on
one occasion, the police were turning people back (from Saunton Road near Lobb) as
Saunton Beach car park was full and the traffic backing up along the road. People said that
they felt the police should have suggested other areas, rather than just telling them to go
back along their route. This was not a one off situation, it happens in the summer season on
nice sunny days. Respondents felt that this was not the right way of welcoming new visitors
to the area.
Parking permits for beach car parks are also an issue on busy days. Permit holders can be
turned away if the car park is full even after paying a yearly fee.
In terms of expense, this raised further comment. People talked about the long-stay car
parking in Ilfracombe during the summer season. With the Lundy ferry in full operation, the
car-park is often full; people then have to move onto the short-stay car parking, paying £11
per day. They said that for families coming down, parking is a real 'hit' on their pockets. One
person stated that they
“felt slightly ashamed as to the amount that people have to pay for parking”.
There was comment made about the private car parks and that they were 'very costly'. It was
felt that the council car parks had set charges, but that the private ones 'can go up or down'.
9 There was suggestion that there might be an option for 'a type of park and ride', but this
caused more discussion on the issue around surfboards and watersports equipment. Public
transport is a big issue because people cannot take boards onto them and that they are
turned away. Surfing was seen as not having a big outlay once the board had been
purchased, but that transport was an issue. Bus companies had been approached, but had
not been perceived to be helpful. This discussion generated a suggestion that as a group
working collectively they might lobby bus companies to be more flexible about carrying
boards.
The other option pursued was one of licencing a separate Surf Bus, or alternatively for
existing public buses to be kitted out with carriage facilities. There were examples given of
these 'bespoke' buses in other countries - Vancouver, Canada (The Tofino beach bus) and
Pembrokeshire in Wales, where people had set up an 'alternative surf bus. More discussion
took place on a private/public partnership and perhaps using a circular route linking the
different areas (and maybe a feasibility study under the new LEADER 4 Torridge and North
Devon programme?). It was viewed as an issue around exclusion - in relation to
children/young people, and more particularly, those from more disadvantaged areas/families
getting access to the beach and participating in watersports.
In terms of a possible ferry from Ilfracombe to South Wales, what might the benefits be?
People stated that this would depend on the type of ferry (passenger/car). If it was
passenger only, then it wouldn't make too much of a difference, but if it was a car ferry, then
the traffic would be going both ways.
Certainly, it was suggested, that surfers would make the journey to go surfing in Wales, and
that when Wales hosted watersports competition - a lot more people would use the ferry
crossing, rather than travelling around by road.
Bideford
For Bideford, their comments mirrored those from Croyde: the 'roads are rubbish . . . in
summer they are packed'. And again, comments on parking and cost:
“People choose to come to the area and spend £5 for parking . . . some park miles
away, and (this) reduces their levels of satisfaction.”
There was a suggestion that the council might give businesses permits to give out to people
using their business.
People said that the (Barnstaple) bridge had made a difference, but there was also a 'high
increase in cars. One person commented that they 'hardly ever go to Saunton' because of
the parking and that the traffic jam has simply moved up the road to Braunton or at the
Barnstaple round about.
The biggest complaint from people going to Westward Ho! was about the state of the road
'over and over again'. And that the question is asked:
“Is there another road in there (to Westward Ho!), because that is abysmal”
10 People felt that Westward Ho! has potential but needs infrastructural development, and that
it is not about 'being over busy - quality rather than overcapacity.'
In relation to the ferry crossing, the comments reflected those from Croyde in terms of
passenger versus a car ferry
“if it became a car ferry (it) eventually would make a huge difference.”
Although it was commented that it 'will do a lot more for the town of Ilfracombe' than
spreading benefits around the area.
For roads, people talked about 'quick access to an area that is fantastic', along with the
travel time from Bideford to London.
They were asked about 'park and ride' Again the issue of equipment was raised, and a
suggestion was that 'beach buses' would be good. For kiting, this wasn't a barrier as no
equipment was too large. There was similar reflection on a 'surf bus' or a bus with a 'buggy'
for surf boards. There was comment on the potential benefit of 'equipment at the point of
use'.
Q7. Do you think there is a lack of suitable premises for the watersport sector as a
whole?
Bideford
People talked about the 'great club houses' in France where 'premises were kitted up with
showers, storage, first aid, snack bars, etc.'
“Modern facilities is what people want these days.”
Q8. Watersports' activities are very restricted to weather and tidal conditions. Could
the sector benefit from a permanent waterbase?
Croyde
People said that there might be a very good opportunity to dam the Taw at Torridge. There
was discussion about Cardiff Bay and people felt that in other countries, something of this
nature would be undertaken. In relation to tides, Bideford Bar could be a problem with
certain tides and swells. One suggestion was longer slipways as a cheaper option, but that
the infrastructure was not there at present.
Bideford
“Yes, it would transform it (the sector) . . . would be phenomenal”
There was dissent in terms of the relative merits of this approach in terms of 'silting up', but
more generally people said that for the area there would be a
“better economic impact if people could do different activities with this”.
11 3. ENVIRONMENT
Q8. In the context of running a club or a business, do you see yourselves as
'guardians' or as 'exploiters' of the natural resources?
Croyde
'Both!' It was said that raising people's awareness was really the only thing that can be done.
Also, that the message could be put across, but using a petrol-driven boat doesn't help!
There is an accreditation course available - WISE provide this - which is not expensive and
looks at how to approach wildlife, etc.
People talked about the difference between high and low end environmental issues. They
said that kids from inner cities 'never experienced (the) environment', but that 'just getting
them down here and into the sea' is educational awareness of the environment.
Bideford
“WIth all sports, not just watersports, the majority of people have respect for it,
because they use it (the natural resource)”.
“All outdoor businesses are run by enthusiasts and are not purely (about) profit
making . . .(they) like introducing others to this . . . guardians, yes”
There are active groups in watersports too - Surfers against Sewerage.
Q9. Your business or club very much depends on the quality of the natural resource.
So, is it in your interest to protect and safeguard this pristine environment?
Croyde
The group was asked if they tell people about measures they have in place to reduce their
business carbon footprint. There is
“a lot of money in the green £, but surfing is not always that green”
People might advertise themselves as being 'green'? There was discussion about projects
that were doing this - Hidden Valley (camping, etc), and Broomhill sculpture park.
This group was asked about the UNESCO Biosphere project and the positive impact of
having such a special site. The impression was given that the group felt the project didn't
want business growth. There was discussion on the Burrows being 'paddocked' with wire
fences that prevented people from being able to walk through the area. At the southern end
of the project area, it was said that the 'military was having its own impact'. Finally, it was
said that
“People running the Biosphere would rather there were no people on it at all”
12 “We know we have the biosphere on our doorstep and we understand how special it
is but it does very little for my business, where are the links?”
Bideford
The canoe representative said that the British Canoe Union includes an understanding of the
environment 'around you', and that 'qualification programmes all include the need to
understand the environment'. People talked about liking 'to pass the knowledge on', and to
“encourage a beach clean-up encourages a community approach . . . (people) met
more members when cleaning up the beach than when practicing their sport . . . (you
don't)always speak with people when in the water or on the beach”
4. POLICY
Q10. Have you ever been approached and/or consulted in the development of policy
initiatives for watersports?
Croyde
“No. Who is there?”
One person was involved in protected areas as a member of the steering group.
People did comment on whether there was anyone engaging with the sector. Councillors
don't come out to see how things are working at the weekend.'
There is a concern that there will be a move (by the council) to 'axe things that aren't
statutory'. The council does not provide lifeguards because beaches are privately owned.
The group then started to discuss the sector and its involvement in policy development:
“if (we) want a co-ordinated approach, then (we) need a network”.
The model of 'Sports Partnership' was viewed as particularly helpful as this group had been
able to draw down funds because of their operational structure. There was the potential for
pulling the group together, to meet a number of times a year and to do some joint work - as a
group/network.
Bideford
People who were involved with 'eco boats' in power racing, had been approached on their
environmental policies, along with hotels.
When asked about whether there should be a 'joined-up approach' and the sector consulted,
people concurred.
People were suspicious historically of things like the Health and Safety Authority (HSA) as
they “don't want to get foisted with more bureaucracy” but that it depended on what
intention people had.
13 “If (the) intent is to restrict or impose . . . don't want to get involved. If (they) know the
organisation wants to balance (things) and promote and support and (maybe)
regulate, then they would come along.”
There needed to be a balance between large policy documents or a document 'going in the
right direction' - and there was a need for realistic outcomes for the sector.
Q11. Have you ever had any constraints due to access to the beach in order to deliver
your activities, knowing that some of those beaches are privately owned?
Croyde
One example was that someone had to send a copy of operating procedures, action plan,
charter, insurance, nights when operating, child protection - all details were sent to the
beach owner to show that everything done is correct and within the law.
All the private beaches had a policy on how strict they were on usage, insurance, etc, with
Christies being viewed as the strictest. Other beaches had a more relaxed attitude and
where the beach was council owned there were policies in place, including avoidance of
conflict with too many traders.
Bideford
They commented on the council going to introduce a new slipway scheme - where they
would start charging people to use this. There was a beach licensing scheme for kiting - 'so
many hurdles' with zoning, teaching, public liabilities. There was also the comment that 'too
many people would be regarded as an "event".' People stated that there were 'so many
versions of the guidelines . . . but no-one to contact to ask about this.' The biggest cost was
the insurance.
In Conclusion
Both groups were asked about the usefulness of getting together and the possible merits of
staying in touch and working towards an Action Plan for the sector.
Croyde
Comments were received on the need to work more closely with both District Councils and
other agencies to address some of the issues raised during both meetings.
“It is the way to go, as if businesses don't have a sector specific body, they don't get
listened to.”
The group agreed that there were 'important issues here which need to be addressed' and
that
“Those things identified as a need should be worked on together.”
Bideford
14 It was commented that the meeting had been really useful in many ways and meeting other
people working within the same sector was a positive step forward. Similar to Croyde, all
Bideford participants agreed that this type of meeting should be repeated if the outcome was
to support the sector in the long-term.
“It was really good meeting with everyone today, as I was not aware of some of the
roles of agencies here or clubs and businesses.”
15 Appendix C: Policy & Strategy Context North Devon Marine Leisure Sector NEA2 Project June 2009 Policy/Strategy Enjoying Water: A Strategy for Water Based Recreation in the South West 2009‐2014 University of Brighton, Countryside and Community Research Institute and Exegesis SDM Ltd for the Environment Agency Addressing the health agenda: a new role for sports activity – health. Department of Health 2002 Relevance to the project Aims This strategy sets out initiatives to protect and develop water‐based recreation in the South West of England, in a number of priority areas. It seeks to • Address the lack of access to water • Address the lack of facilities for some watersports • Integrate water‐based recreation into ‘green infrastructure’ planning understanding and use • Provide a ‘spine’ of inland water provision • Development of demonstration projects to pilot and test a range of approaches to improve the quality and availability of water‐based recreation in the region • Development of a regional network of multi‐activity centres that incorporate water‐based recreation • To encourage water‐based recreation training centres to be developed as part of new and existing multi‐activity hubs • To integrate recreational and ecological values in applying the UK Framework for Sustainable Development • New provision of large scale facilities To foster a healthier and more successful Nation through increased investment in sport and active recreation Most of the potential health benefits in adults can be achieved through a total of 30 minutes of moderate activity on at least five days per week. •
•
•
•
To encourage water‐based recreation training centres to be developed as part of new and existing multi‐activity hubs ‐ Croyde/Woolacombe identified as a potential hub for watersports Integrating recreational and ecological values in applying the UK Framework for Sustainable Development Promoting a ‘spine’ of inland water provision Developing demonstration projects to pilot and test a range of approaches to improve the quality and availability of water‐based recreation in the region •
•
Watersports activities have the potential to increase regular exercise amongst young people and adults alike Investing in watersports infrastructure in North Devon will assist in people adopting s healthier lifestyle and increase awareness in safeguarding the environment One future – different paths. The UK’s shared framework for sustainable development. Defra 2005 Climate change is likely to have profound effects on the region’s coastal and inland water resources, and that steps need to be taken now to protect these environments, particularly from inappropriate recreation and other developments. Makes it clear that all provision for recreation should be sustainable and not take place at the expense of the environment. •
•
The NEA2 project focuses on sustainable development of the Marine Leisure sector Key environmental actions have been identified within the project to develop a low‐carbon economic sector Policy/Strategy Boating for Life Strategy Royal Yachting Association Towards 2015 – shaping tomorrow’s tourism South West Tourism 2005 Tourism Devon County Council’s Role and Action Programme www.devon.gov.uk 2008‐2011 Relevance to the project Aims The purpose of this strategy and the RYA’s involvement in
planning and environmental management is to : • There is scope for sailing to grow in North Devon and • contribute to the sustainable use of coastal and inland waters increase participation in the sport More specifically it aims to: • Inform those preparing and reviewing marine, coastal and inland water plans and management strategies that may affect recreational boating, and • Provide a framework for the work of the planning and environmental team, both staff and volunteers within the RYA Develops the concept of ‘brand clusters’ as a means of promoting high quality visitor • Potential for North Devon Watersports businesses to experiences benefit from net working and promotion if they decide to take part in the scheme. Brand clusters – open for business. • Similar approach recognised at local level with the creation A wide range of businesses and organisations will be represented within each cluster: of a watersports website for visitors and / or residents accommodation, destinations, attractions, retail, restaurants, specialist activity providers and so on. Businesses wishing to participate in Brand Clusters will sign up to a ‘quality charter’. In return they will have access to a wide range of added benefits, including: • targeted marketing and promotion; • regular market intelligence updates related to each cluster; • access to advice on quality development and schemes; • benchmarking and networking across the group; • business support from experts in relevant fields; • skills development appropriate to cluster needs; and • centralised lobbying on key issues. The action plan makes particular reference for the need to: Theme 1: Increasing the Economic Value of Tourism in Devon by
• Grow a thriving and profitable, year round tourism industry that benefits our communities • Developing the Devon Brand to increase recognition of Devon as a vibrant, environmentally responsible, year‐round visitor and business destination. • Promote outdoor activities, events, festivals and culture including the North Devon Surf Tourism Project now known • Supporting the Devon Destination Management Organisation to rationalise tourism structures, maximise resources and establish a single focus and vision as NEA2 North Devon Active Coast 3 Policy/Strategy Aims •
North Devon Tourism Development Strategy 2005 – 2015, North Devon Marketing Bureau, May 2004 Relevance to the project Developing a better understanding of tourism and help to improve the performance of tourism businesses. Theme 2: Delivering Sustainable Tourism by • Promoting sustainable travel and leisure choices to reduce private car use for journeys within Devon. • Encouraging sustainable business practice to reduce environmental and social impacts and to increase marketing advantage. The Vision is: “To develop a tourism industry in North Devon that provides a high quality visitor experience and tourism product, greater returns on investment and benefits for the local community in terms of a sustainable economy, amenity and environment". •
•
Watersports identified as an asset in Annex A “Watersports: surfing, kite surfing, windsurfing with supporting businesses ‐ surf‐board manufacture, surf‐hire, surf schools and retail. Limited sailing on the estuary. Inland opportunities on Tamar Lakes.” Covers Torridge and North Devon Maritime Devon County Council’s Role and Action Programme 2008‐2011 A Sea Change: A Marine Bill White Paper, Defra, March 2007 The strategic aims are to
• Develop marine commerce • This policy document makes various commitments to waters activities / policies that will benefit the Northern • Improve the prosperity and demographic of coastal towns all year round Devon area • Ensure a safe, non‐polluted maritime environnent • Protection of the natural environment and against climate • Improve access to the coast and quality of visits change • Maximize the use of ports • Improving Water quality and reducing pollution events • Ensure sustainable use of the coast and sea • Supporting the Marine Leisure sector • Marine planning (climate change) •
Ongoing research and education • Marine diversity and geodiversity safeguard the value and integrity of marine archeology • Insure long‐term benefits of coastal intervention • Share knowledge, awareness, partnership and exchange of good practice Covers 5 key areas
The Marine Bill seeks to:
‐ A new Marine Management Organisation Make a difference for small coastal businesses, recreation & tourism ‐ Marine Planning • The Marine and Coastal Access Bill has secured wide support from a range of ‐
Licensing marine activities coastal managers, industries and voluntary organisations, who want to see the 4 Policy/Strategy Relevance to the project Aims legislation in place and making a difference. All small businesses will benefit from a more efficient licensing regime, from the certainty that marine planning will bring, and from increased leisure and recreational opportunities. ‐ Marine Conservation Zones
‐ Managing marine fisheries •
On The Edge – The Coastal Strategy. Local Government Association 2001 Our Devon: A focus on the future is the County Council’s Strategic Plan 2006 – 2011. Marine planning will raise awareness of the activities taking place at sea, and will provide coastal communities with a real opportunity to become actively involved and shape what happens in the marine area in the future, and to explain the effects that activities will have on our coastal areas. "On the edge: the coastal strategy" sets out the Association's vision and priorities for the coast. The principal aim is to establish improved governance, management and community well‐being to ensure that the UK has the best managed coast in Europe. The Vision • A vibrant coast, which is home to viable and healthy communities, where social exclusion and poverty have been tackled, and citizens have freedom of choice in the way they live. • A dynamic coast where human activities and development work in harmony with natural processes, and exposure to natural hazards is minimised through improved physical and economic planning. • A sustainable coast where economic activity is supported in balance with social and environmental interests and coastal resources are protected and managed in a sustainable manner. • A democratic coast where local people have a strong voice in resolving conflicts where they occur. • A thriving coast where the environmental and cultural heritage is protected enhanced and celebrated. • A natural coast where coastal processes are allowed to continue and sustainable use is planned taking these into account. Relevant Targets • Children and Young People • More pupils doing at least two hours PE and sport per week by 2008 • A Stronger Economy (nothing specific, but general principles and targets that apply to all sectors) • Celebrating Devon’s Culture (not specifically mentioned, could be incorporated into broad targets) 5 The NEA2 project has the potential to assist in delivering some of the issues identified in the strategy: • Management of coastal tourism versus protection of the environment • Sustainable transport; minimising the negative effects of individual car journeys to the coast. • Beach litter and environmental awareness The NEA2 project aim to:
• Increase participation in watersports • Bring economic benefits to deprived areas • Increase economic prosperity through sector innovation and research • Skills and training in the Marine Leisure sector • Focus on low carbon economy and protection of the Policy/Strategy Relevance to the project Aims •
Economic Impact of Sport in the South West. Sport England 2007 The motivation, demographics and views of sea anglers and their socio‐economic impact on the region. Invest in Improving Devon’s Environment (not specifically mentioned, targets generally relate to waste management and transport) Sport England contributes to the Regional Economic Strategy (RES) against two key priority areas as a named contributing delivery partner: ‐ Improve participation in the Economy • Promote and enhance what is best about the Region Sport can contribute to economic vitality and workforce development in many different ways by: • providing direct employment and contributing to economic output through sports businesses and services; • acting as a catalyst for investment and regeneration; • assisting in developing a positive image and improving the attractiveness of an area for business investment, and as a place to live, work and visit; • improving the skills and qualifications of the workforce, both for employment in the sport and cultural sector and in other industries; and by • helping to reduce the cost to the economy of workforce absence due to ill health. The sports sector incorporates many different strands and provides a range of employment and self employment options within the commercial, public and not‐for‐
profit sectors, including: • sports retailing; • sport related media and publishing; • sport related manufacturing; • the provision and management of sports participation opportunities and coached activities and competitions, including sports and community clubs and facilities; • the operation and management of sports facilities, arenas, stadia and sports spectator events; and • sports related services, including personal training and coaching services as well as sports science and sports medicine. Sea angling in the South West is popular, extensive and diverse. The region offers some of the finest sea angling opportunities in the UK and large numbers of people of all ages enjoy the activity, spending large sums of money in the process. Gear and boats make up the majority of resident anglers’ expenditure, whilst visiting 6 environment
The economic impact study acknowledges the importance of sporting activities as a powerful tool for stimulating local economies • Gives particular emphasis on manufacturing of sporting equipment • The positive impact of hosting sporting events • The importance of sport business innovation and investment • The need for developing training, skills and qualifications in the sector •
Identify sea angling as an important leisure activity which North Devon could potentially promote as a niche market for the area. Policy/Strategy Relevance to the project Aims Fish South West 2005
anglers also spend substantial amounts on transport and parking, accommodation, charter boat fees and food. Charter boats, mackerel trips and tackle shops are directly dependent upon sea angling, and many other sectors derive benefit as well. In addition to this expenditure, recreational sea angling generates consumer surplus, which makes up a substantial portion of the value of angling. British Marine Key Facts and Figures Federation www.britishmarine.co.uk The industry revenue for the leisure and small commercial marine industry in the UK in 2007/2008 was £3.1 billion Watersports and Leisure Participation Survey • In addition to the industry revenue, the economic benefits of tourism‐related spend 2008 from boating is estimated to be up to a further £2.2 billion • There are around 35,200 full time equivalent staff employed within the leisure and small commercial marine industry in 2007/8 • An estimated 5,530 boats over 2.5 metres were manufactured in the UK in 2007 • Up to 3.2 million adults participated in boating and watersport activities in the UK or abroad in 2008 • There are an estimated 560,000 boats over 2.5m kept in the UK ‐ owned personally and commercially • There are approximately 668,000 UK households that own a boat, including canoes/kayaks, rowing boats and windsurf boards, kept in the UK or abroad • The latest marine industry trends survey for Autumn 2008 reflects the challenge for the industry within the current economic climate • The wider economic benefit of the 238 coastal marinas in the UK and Channel Islands results in up to £700 million value added contributions A better place to play: Our vision . . . our strategy for water‐
. . . is for a better place for people and wildlife in England and Wales, for present and based recreation (2006‐
future generations. 2011) Environment We want people to have peace of mind, knowing that they live in a clean and safe environment, rich in wildlife and natural biodiversity – one they can enjoy to the full Agency 2006 and feel motivated to care for. A major part of the Environment Agency’s role is to create a quality of environment that people will be able to enjoy for many different reasons. But this enjoyment has to be sustainable. 7 The 12 boating activities making up “Any Boating Activity” includes Small sail boat activities, Yacht racing, Yacht cruising, power boating, motor boating / cruising, using personal watercraft, rowing, canoeing, canal boating, waterskiing and windsurfing. The 21 activities making up “Any Activity” includes all of the boating activities above plus surfboarding, angling from the shore, angling from a boat, outdoor swimming, leisure sub aqua diving, cliff climbing, coastal walking, spending general leisure time at the beach and kitesurfing. Planned activities (details of how these will be achieved are included in the full document) 1. Creating a better place to play by improving the environment 2. Improving access for all 3. Making recreation sustainable 4. Promoting the outdoors Policy/Strategy Fishing for the future: angling in 2015 Environment Agency (EA) 2006 Just Connect! An Integrated Regional Strategy for the South West. South West Regional Assembly 2004 Climate Change Action Plan for the South West 2008‐2010 South West Regional Assembly 2008 Survey of water related Relevance to the project Aims Our Access Policy We will promote increased access where it does not adversely impact upon existing use and users, or the economic and conservation value of the site and associated area. We will encourage access where managed solutions can be found to remove adverse impacts, resources allowing. The over‐arching objective is to plan and promote water‐related sport and recreation to achieve the maximum economic, social and environmental benefits. “Our vision for angling”
Everyone will have the opportunity to enjoy a high quality environment, now and for future generations. More people will care for, use, appreciate and enjoy their environment. While our overall fisheries strategy – Better fisheries for our nations – and recreation strategy set out how we are contributing to that vision, this document looks specifically at making more people aware of angling and getting more people from different backgrounds to take up the sport. By 2015, the E .A. wants to make significant progress towards achieving the following three important results. ‐ There are more fishing opportunities on rivers, lakes and canals and more information is available about them. ‐ More people, from a wider range of backgrounds, go fishing. ‐ Our fisheries perform better and angling keeps growing. Identifies the coast and water‐based sport and recreation – particularly surfing, diving and angling – as areas and activities in which ‘the South West can excel’ in economic and social terms. Proposes that these should be developed as priority areas. Highlights Shoreline Management Plans and other coastal zone initiatives as ways of integrating commercial activity with environmental protection Growing concern about the potential impacts of climate change, particularly flooding and the loss of many of the small bays and inlets that are so significant to a range of water recreation activities Indicated that in the south west region the proportion of people over 16 undertaking 8 •
The NEA2 project focuses on inland watersports activities which comprises of fishing on lakes, estuaries and rivers •
The Value of the watersports economy in North Devon shows that indeed inland fishing is an important part of the watersports and tourism sector •
Emphasises the need to plan for climate change, perhaps need to start encouraging watersport based businesses to consider this. With a steady increase in coastal watersports participation come the Policy/Strategy Relevance to the project Aims recreation participation, undertaken in 2005 by the British Marine Federation, Royal Yachting Association, Maritime and Coastguard Agency Planning Policy Guidance 20: Coastal Planning 1992 moderately active recreation at least three times per week is above the national average. Just under 25% of adults are members of a sports club Over a quarter of the UK adult population now spend some of their leisure time at the coast or near rivers, lakes and canals, with coastal walking, general leisure time at the beach, motor boating / cruising, surfing and kite‐surfing becoming increasing popular. • Recreation facilities, particularly for water‐based activities, create pressures for on‐shore facilities in the form of clubhouses, jetties and slipways. The impact of such facilities will need to be carefully considered, particularly on the undeveloped coast. The loss of traditional, boating‐related facilities (e.g. boatyards and boathouses) to other uses that do not require a waterside location should normally be discouraged. • Public access to the coast should be a basic principle, unless it can be demonstrated that this is damaging to nature conservation or impractical. This applies both to the developed and undeveloped coast. Whenever appropriate both new developments and regeneration schemes should seek to include, through planning obligations under S.106 of the Town and Country Planning Act 1990, public access as a positive feature of the development.
Planning Policy Guidance Planning Objectives Note 17: Recreation (July Open spaces, sport and recreation all underpin people's quality of life. Well designed 2002) and implemented planning policies for open space, sport and recreation are therefore fundamental to delivering broader Government objectives. These include: Supporting an urban renaissance ‐ local networks of high quality and well managed and maintained open spaces, sports and recreational facilities help create urban environments that are attractive, clean and safe. Green spaces in urban areas perform vital functions as areas for nature conservation and biodiversity and by acting as 'green lungs' can assist in meeting objectives to improve air quality. Supporting a rural renewal ‐ the countryside can provide opportunities for recreation and visitors can play an important role in the regeneration of the economies of rural areas. Open spaces within rural settlements and accessibility to local sports and recreational facilities contribute to the quality of life and well being of people who live in rural areas. Promotion of social inclusion and community cohesion ‐ well planned and maintained open spaces and good quality sports and recreational facilities can play a major part in improving people's sense of well being in the place they live. As a focal point for 9 need to look at:
• Infrastructure provision • Sustainable transport • Environmental impact • Promotion and marketing • Sustainable development of the sector The NEA2 project aims to improve green credentials of marine leisure infrastructure, businesses and/or club houses. Investigate the need for additional facilities to cope with the increase demand on watersports participation. Relevant Text from PPG 17 is reproduced below
“Designation of areas as National Parks or Areas of Outstanding Natural Beauty does not preclude the use of land for sporting and recreational activities, but noisy or other intrusive activities should be restricted to locations where they will have minimal or no impact on residents or other recreational users” “In Areas of Outstanding Natural Beauty local planning authorities should look to meet the demands for sporting and recreational activities where the proposals are consistent with the primary objective of conservation of the natural beauty of the landscape, and the needs of agriculture, forestry and other uses.” 30. Planning permission should be granted in Green Belts for proposals to establish or to modernise essential facilities for outdoor sport and recreation where the openness of the Green Belt is maintained. Development should be the minimum necessary and Policy/Strategy Relevance to the project Aims community activities, they can bring together members of deprived communities and provide opportunities for people for social interaction. health and well being ‐ open spaces, sports and recreational facilities have a vital role to play in promoting healthy living and preventing illness, and in the social development of children of all ages through play, sporting activities and interaction with others. promoting more sustainable development ‐ by ensuring that open space, sports and recreational facilities (particularly in urban areas) are easily accessible by walking and cycling and that more heavily used or intensive sports and recreational facilities are planned for locations well served by public transport.
The North Devon Areas The management strategy aims to:
of Outstanding Natural ‐ encourage a thriving economy that is compatible with the aims of the AONB Beauty Management ‐ improve the opportunities for recreation and access that maximises the economic, educational and health benefits where appropriate to the purposes Strategy and Action Plan, of the AONB Northern Devon Coast and Countryside Services, Economy Spring 2004 ‐ A place where the diverse economy of the AONB is robust and blends old technologies with new ‐ A place where the links between the landscape and its function as an economic asset are clearly understood and the sectors of the economy are mutually supportive Recreation People (both locals and visitors) of all abilities can enjoy, appreciate and understand the best that the AONB has to offer without damaging the integrity or sense of place of the AONB 10 nonessential facilities (eg additional function rooms or indoor leisure) should be treated as inappropriate development. Very special circumstances which outweigh the harm to the Green Belt will need to be demonstrated if such inappropriate development is to be permitted. Sport and Recreation Requiring Natural Features and Water 31. Some activities (eg climbing, potholing) rely on particular natural features. Where these features exist, local authorities should recognise their actual and potential recreational value, possibly to more than the local population. Planning permission should be granted but only where the impact of sports and recreational activities on natural features can be minimised. Facilities should be planned carefully to ensure that conflicts between sport and recreational activities and other interests do not arise. In considering planning applications for development near water, local authorities should ensure that access for sport and recreation purposes is not restricted and should, where possible, be enhanced. The visual amenity, heritage and nature conservation value of water resources should also be protected. •
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Strong links with the watersports sector Green watersports trail along the Northern Devon Coast Educational tool kit to raise awareness of beach and water pollution Improve net working between the AONB and local businesses Highlights the importance of economic growth in sensitiveness of the environment to ensure both complement each other. Policy/Strategy Our Strategy for Sustainable Development 2007 – 2012 North Devon Biosphere Reserve Relevance to the project Aims Vision “North Devon Will be a Great Place to Live, Work and Visit where a superb natural environment underpins jobs, recreation and healthy living. The area will be a world class exemplar for sustainable development” ‐ Environmentally sustainable through the use of our natural resources and mindful of the impacts that we have on wider society ‐ Economically sustainable through the development of an economy that ensures a good quality of life for residents in the area ‐ Socially sustainable through reducing inequalities, sharing benefits derived from our special status, empowering people and striving to support their well‐being 11 Relevant Objectives from the strategy in line with the NEA2 project are: • To use our natural resources wisely: • Reducing the abuse that happens on the site in terms of litter and other abuses that reduce the enjoyment of the site for those with a genuine environmental interest in the site • Encouraging a more sustainable approach to development by promoting sustainable design and construction of business and residential properties • To improving the opportunities for sustainable transport in the areas and encouraging its use. • To develop and strengthen a robust economy for the entire Biosphere Reserve that enhances the environment • Using the environment as part of the guarantee for healthier lifestyles for the local community, through healthy local foods, access and enjoyment of the environment for physical and mental benefits • Ensuring appropriate access to the environment as a cultural and economic activity ǣ

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June2009
Mapsource:NorthDevonAreaofOutstandingNaturalBeauty(AONB)
Landscape Areas
North Devon High Coast
North Devon Downs
Taw Torridge Estuary Mouth
Bideford Bay Coast
Hartland Peninsula
Appendix E: Letters to Businesses North Devon Marine Leisure Sector NEA2 Project
June 2009 [Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.] Dear
Watersports in northern Devon
I am writing to inform you of a new watersports programme about to be launched
in North Devon.
The Nautisme Espace Atlantic (NEA2) is a Transnational
European funded project, which comprises 23 European partners from Ireland,
England, France, Spain and Portugal working together to deliver sustainable
development of the marine leisure sector along the Atlantic coast.
At local level, this programme aims to boost the marine leisure sector and its
economic impact in North Devon. This is being coordinated by North Devon+.
Our aim is to form a solid and committed group of North Devon watersports
businesses to work alongside the public sector and voluntary bodies to help
inform and develop new opportunities for the sustainable development of
watersports on our coast. This collaboration will seek to stimulate the sector
through networking, promotion and marketing as well as identifying innovative
ways to develop and grow the marine leisure sector whilst ensuring that our
unique environment is protected.
We want to help businesses such as yours prosper from this initiative, and the
first step is for you to take part in a survey, so we can understand the current
situation and identify future needs. Following the completion and analysis of this
survey, we will invite you to an event to hear the results and discuss and agree
actions to take forward.
We hope you will be interested in working with us in becoming part of this
exciting new project and we will be contacting you shortly to discuss the survey
and answer any questions you may have. If you would rather not be part of this
initiative at this time, please contact us using [email protected]
or telephone Isabelle on 01237 426420 or Sophie on 01837 658643
We hope that we can count on your support and co-operation in helping us to
realise the opportunities for developing this valuable sector in our area.
Yours Sincerely
Isabelle Bromham
Coastal Watersports Project Officer
Address .. June 2009 Dear........ Re: Watersports Research in North Devon – Discussion Groups I am writing to invite you to participate in a discussion group, which follows on from the first phase of the watersports research project. I would like to take this opportunity to thank all businesses and clubs that took part in the survey, your input has been invaluable. The next stage of this research is to gain a greater insight into the watersports/marine leisure sector in North Devon. The group discussions will aim to: ‐
Identify gaps and opportunities in the market ‐
Tease out issues and barriers to growth, whether you run a business or a club ‐
Identify how you would like to see the sector develop in the future ‐
Inform the development of a watersports strategy for North Devon The sessions will also provide businesses and clubs with an opportunity to obtain information on the new Leader 4 grant scheme and business support available from North Devon+. Taking into consideration that most people are working during the day, the two sessions will take place early evening and food and drinks will be provided; please let me know if you have specific dietary requirement. ‐
Croyde Village Hall , Tuesday 16th June from 7pm to 9pm or Caddsdown Business Support Centre on Wednesday 17th June 7pm to 9pm, Caddsdown Business Support Centre Caddsdown, Industrial Park, Bideford, North Devon, EX39 3DX I would be most grateful if you could confirm your attendance as soon as possible, by e‐mailing me at [email protected] or by contacting me on 01237 426552 or 07827885000, stating the name of your club, agency or business and which of the two meetings you will be attending. ‐
Kind Regards Isabelle Bromham Coastal Watersports Project Officer