Eden Project Morecambe represents a £100m investment, which will create a world-class visitor attraction. Eden Project Morecambe will be a destination that combines indoor and outdoor experiences, connecting people with the internationally-significant natural environment of Morecambe Bay. The visitor experience will build on the Eden Project in Cornwall’s particular mix of entertainment and education, leaving visitors with lasting memories as well as driving positive behavioural change. Eden Project Morecambe will combine exhibits, performance, learning, play, immersive experiences, world-class horticulture, live music, art, food, beverage and retail spaces, all integrated as essential parts of the overall experience. Eden Project Morecambe will deliver key social, environmental and economic benefits helping to support the regeneration of Morecambe as a key coastal tourist destination.

Planning Solutions Consulting worked in a multi-disciplinary team with the Eden Project’s senior management team to help prepare the business plan for the project. We completed a detailed market analysis with tourism, demographic and visitor attraction market data. This was supplemented by an analysis of the competitive landscape for the visitor attractions marketplace. We benchmarked other major exemplar flagship visitor attraction projects in the UK and internationally to compare the impact in respect of positioning, visitation, financial impact and critical success factors. We also referenced examples where investment in the visitor infrastructure has acted as a catalyst to help rejuvenate the area and create higher value employment. On completion of the background research, market review and overall market intelligence gathering, we evaluated the financial performance including penetration rates, pricing policy and spend levels including headline admission tariffs and spend in secondary areas – catering and retail. This underpinned the production of a visitor model, assessing the key drivers, the potential to ‘capture the imagination’ of visitors in line with forecasts and likely customer profiles and mix. Find out more about Eden Morecambe here.

All images credit: Eden Project and Grimshaw Architects.