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2007
Increasing the Economic Benefit
of the Môn-Menai Coast . . .
An Action Plan
Executive Summary
An Action Plan Acknowledgements
This report has been produced with assistance from a great number of people.The study team
would like to particularly thank the steering group members for their ongoing review and
constructive criticism of the study’s processes and outputs.
The steering group comprised of:
Christian Branch - Economic Development Unit, Isle of Anglesey County Council
Dylan Williams - Economic Development Unit, Isle of Anglesey County Council
Sasha W Davies - Economic Development Unit, Isle of Anglesey County Council
Mike Barton - Property Services, Isle of Anglesey County Council
Martin Eaglestone - Planning Service, Isle of Anglesey County Council
John Humphreys - Department of Enterprise, Innovation and Networks, Welsh Assembly Government
Jim Embrey - Visit Wales,Welsh Assembly Government
Stuart Gibson - North Wales Watersports
Howard Rigby - North Wales Watersports
Aled Prys Davies - Gwynedd County Council
John Ratcliffe - Countryside Council for Wales
Matt Strickland - Environment Agency Wales
Arwel Jones - Arwel Jones Associates
Mon - Menai Coast
Officers of both the Isle of Anglesey and Gwynedd County Councils have been generous in their
time and comments that they have given to the study. Likewise many other organisations including
the Countryside Council for Wales, Environment Agency and Maritime and Coastguard Agency have
given freely of their time, ideas and assistance.
The business community whose livelihoods depend on coastal activities have contributed with their
opinions and considerable knowledge about the study area.
Finally the study team wishes to thank the members of the coastal communities who contacted
them and attended the public consultation meetings to discuss the coast that they live by, use and
love.
Contents
An Action Plan
Setting the Scene Page No
Purpose of Study 01
Study Area Context 01
National Context 02
Study Methodolgy 02
Strengths & Weaknesses 03
Zoning 04
Action Plan Themes
Maritime Proposals 05
Anglesey Coastal Path 06
Strait Across 07
The Cycling Coast 08
The Menai Strait Water Bus 09
Rhosneigr Adrenalin Capital 10
Historic Attractions 11
Environmental Attractions 12
Commercial Activity Partnerships 13
Mon - Menai Coast
Accommodation 14
Spend Opportunities 15
Transport Routes 16
Conclusion
In Conclusion 17
The Way Forward 18
01 An Action Plan Setting the Scene
Purpose of Study
To consider the best way to deliver economic
benefit from the coastline of the Môn-Menai study
area.The specific terms of reference to the study
team stated that the purpose of the study was:
‘To develop proposals to make best use of
the spectacular Anglesey coastline (in terms
of both onshore and offshore activities), in
order to maximise economic benefit.’
The study is presented in three reports:
Report 1 – Strategic Report;
Report 2 – Themed Action Plans;
Report 3 – Appendix Report;
Llanddwyn Island and Menai Strait with
This Executive Summary covers all three of these Snowdonia as a dramatic backdrop.
reports.
Study Area Context
The study area is shown on the map below. It includes the whole coast of Anglesey and the Gwynedd
shore of the Menai Strait running from Dinas Dinlle in the west to Hirael Bay and Port Penrhyn in the
Mon - Menai Coast
east. In total, the study has considered approximately 240km or 125 miles of coastline.
In terms of coastal definition, the study has given consideration to onshore activities, inshore activities
and those classified as offshore.
The study area includes the two unitary authority area’s of Anglesey and Gwynedd. Officers from both
authorities have been instrumental in shaping and guiding this report.
To reflect the quality of the landscape and environment, the greater part of the Anglesey coastline is
designated as an Area of Outstanding Natural Beauty (AONB).This is the largest AONB in Wales.The
Gwynedd side of the Menai Strait does not have this designation, but is equally as attractive and is
protected by Gwynedd Council planning classifications.
Map of the Môn-Menai study area.
02
An Action Plan
National Context
In 2006 the Welsh Assembly Government commissioned a Welsh Coastal Tourism Strategy,
which has been produced at the same time as the Môn-Menai Study.The national study has
four strategic aims:
1. To encourage, social and environmental benefits for coastal communities;
2. To improve the quality of the visitor experience;
3. To achieve an integrated approach to the development and management of coastal
tourism;
4. Coastal Tourism is a year round industry.
The four strategic aims of the Welsh Coastal Tourism Strategy are of direct relevance to the
Môn-Menai Study.The Môn-Menai Coast Action Plan will act as one delivery mechanism for
the implimentation of the strategic national guidance through initiatives and projects at a
regional and local level.
Methodology
The preparation of the study has followed a three stage process.
Stage 1 started with a review of current information that included over 50 existing
reports.This was followed by a site by site audit of coastal locations around Anglesey and
Gwynedd that totalled 71No. different locations.This allowed existing uses within the study
Mon - Menai Coast
to be fully identified and their character assessed. A catalogue of existing uses was produced
to capture this information and is presented in Report 3 – Appendix Report.
Stage 1 allowed the island to be zoned into different character areas to assist the
development of proposals.
Stage 2 saw specialist market research practitioners test the leisure and tourism industry’s
opinion of Anglesey and the Menai Strait as a place to visit.They also sought feedback on
preliminary ideas and asked what development, if any, would be beneficial to the study area.
Stage 3 the final stage of the process, incorporated the site information with the require-
ments of the leisure and tourism market to arrive at a series of proposals.The proposals
have been grouped into twelve different themes:
1. Maritime Proposals 7. Historic Attractions
2. Anglesey Coastal Path 8. Environmental Attractions
3. Strait Across 9. Commercial Activity Partnerships
4. The Cycling Coast 10. Accommodation
5. Menai Strait Water Bus 11. Spend Opportunities
6. Rhosneigr Adrenalin Capital 12. Transport Routes
These are discussed further on pages 5 to 16.
03 An Action Plan
Setting the Scene
Strengths and Weaknesses
The Môn-Menai study area has many key strengths but also, unfortunately, a number of
significant weaknesses.These are summarised below, and were identified through the
consultants market research and site audit work.
Strengths
Outstanding natural beauty - Clean seas - High number of Blue Flag Beach Awards - Wealth of wildlife -
Variety of different attractive landscape - Good road access from the A55 expressway - Sheltered waters for
watersports - Unique landscape quality of the Menai Strait - Existing maritime businesses - Strong sailing
fraternity - New Marina proposals for Beaumaris and Holyhead - Further coastal development opportunities
especially Port Penrhyn - The presence of Plas Menai,The National Outdoor Pursuit Centre - Promotional
activities of North Wales Watersports - Good existing network of activity sports providers - Deepwater port
for large cruise ships at Holyhead - Anglesey Coastal Path - Two Sustrans national cycling routes -
Wonderful large open beaches for activity sports - Blossoming reputation for kite sports - Active use for film
locations - Small secluded coves and bays for exploring - Fine historic attractions and iconic bridges - High
visitor numbers already visiting Newborough Forest - Dramatic bird life around South Stack and Holyhead
Mountain - High quality fishing and diving sites
Weaknesses
Poor townscape quality within some towns and villages - The incompleted sections of coastal path -
Restricted physical links between Gwynedd and Anglesey - Traffic congestion to cross the Menai and Britannia
Bridges - Limited opportunity to travel on the Menai Strait - No specific cruise liner berth - Limited access to
key historic attractions - A highly seasonal visitor period - An under provision of interpretation of environ-
mental features - No large four or five star hotel to cater for coach parties - Low standard of accommodation
stock - Over reliance on static caravans and camp sites for accommodation - High numbers of day visitor
Mon - Menai Coast
compared to overnight trips - Low standard of basic visitor infrastructure e.g. toilets and car parks - Limited
quality food and drink outlets - Few opportunities for evening entertainment - Lack of interest in activity
sports amongst local people - Lack of opportunity to spend money whilst visiting the area - Limited public
transport designed to cater for visitors
The zoning exercise for Anglesey and the Menai Strait identified eight different zones.
04
An Action Plan
Zoning
The whole of the Welsh coastline has been assessed and zoned as part of the Welsh Coastal Tourism
Strategy. Due to the scale of the national study, the national zones were set using geographic
characteristics. It identified five different zones for the Môn-Menai study area, namely Menai Strait,
East Anglesey, North Anglesey, Holy Island & Holyhead and Western Anglesey.
Stage 1 of the Môn-Menai study complemented the national strategy zones and added further detail
by splitting the study area into eight different zones.These zones were defined by usage rather than
by geographical description:
(Refer to previous map)
Zone A – The Riviera Strait takes in both sides of the Menai Strait. Its unique appearance and
attractive landscape acts as a backdrop to a multitude of historic and natural attractions.The areas
larger settlements are set along the Strait.
Zone B – The Historic and Scenic Coast takes in the Penmon peninsula and all the rich heritage
reflecting its long term inhabitation and historical base of Welsh Princes. It provides some of the best
views of the mountains of Snowdonia from the Island.
Zone C – The Family Coast takes in the resorts of Benllech and Moelfre.These places have
flourished due to their wide sandy beaches, such as Red Wharf Bay, and still host large caravan parks
and ‘traditional’ bucket and spade beach holidays.
Zone D – The Historic Coast is the start of the rugged north coast of Anglesey but with a high
frequency of historic attractions such Point Lynas, Porth Amlwch and Parys Mountain.
Mon - Menai Coast
Zone E – The Rural Coast is rugged and dramatic with high sea cliffs sweeping down to small coves.
There are no large settlements in this area, and it has limited appeal to the mass market. Its qualities
are its isolation and rewards independent travellers with its splendid scenery.
Zone F – The Mountain, Nature and Harbour Coast takes in Holy Mountain and greater extents of
Holyhead and Holyhead Bay. Dominated by the cliffs and quarries of Holy Mountain, the maritime
activity of Holyhead is also a key feature.
Zone G – The Active Coast is the westerly facing Anglesey coast comprising of dunes and extensive
sandy beaches.They are used by holiday makers and an increasing number of activity sports
enthusiasts.
Zone H – The Natural Coast includes high quality environmental areas such as Newborough Forest
and Warren, Malltraeth Sands and Aberffraw Dunes. It is the quiet enjoyment of these natural areas
that is the dominating feature.
These zones have been identified to guide the activities and proposals to the most appropriate place
in the Môn-Menai study area.They are not prescriptive in terms of restricting development but aim
to encourage the best form of investment without compromising the existing character, uses and
qualities of the zones.
05 An Action Plan Action Plan Themes
Theme 1 Maritime Proposals
There is a developing maritime activities market in the Môn-Menai study area that should be built
upon and developed so that the area becomes immediately associated with sailing and sailing
holidays.The aim is to turn the Môn-Menai study area into a rival to the West Coast of Scotland, the
Cornish South Coast and the Solent as premier destinations for dinghy, day and touring sailing.
The Môn-Menai study area has many great maritime strengths:
• Existing facilities especially along the Menai Strait;
• Capacity to develop new marinas and boating facilities;
• Duality of coast to suit different wind directions;
• The sheltered conditions on the Menai Strait;
• The National Outdoor Pursuit Centre at Plas Menai;
• 125miles of beautiful coast to use and explore;
• Proximity to other key sailing destinations e.g. Abersoch; Turn the Menai Strait into a focus for
• The promotional strength of North Wales Watersports. races and regattas.
Unfortunately the Môn-Menai study area also has maritime
weaknesses:
• A perceived lack of launching points;
• An uneven use pattern and positioning of slips around the area;
• Risk of conflict between different inshore users;
• A lack of visitor moorings or seasonal yacht stations;
• No berthing facility for large cruise boats;
• Under provision of marinas and boat storage facilities. Port Penrhyn could become a vital hub
of activity.
Mon - Menai Coast
A series of 11 individual projects and initiatives have been identified by this study to maximise the
areas’ strengths and address its weaknesses.
The key projects that are proposed to assist in improving the
maritime scene are:
• Creating and maintaining access to well maintained local
slips for local people to benefit from;
• Directing visitors to wardened visitor slips with greater
facilities and better control;
• Providing visitor moorings in harbours and summer
yacht stations offshore at key locations;
• Creating a specific Cruise Ship Berth to capture the
lucrative cruise ship trade;
Cruise liner facility in Holyhead is • Create a specific Water Sports Beach at Penrhos for
vital to tap into a lucrative market. powered and sail craft;
• Improve shore side facilities for all beach and maritime
users, focusing on visitor promoted slips.
In addition the study supports the continued development of Holyhead Harbour for pleasure craft,
and the new leisure marina at Gallows Point, Beaumaris.To maximise boating opportunities on the
Menai Strait the use of Port Penrhyn and Hirael Bay as a sailing and shell fishing area is recom-
mended with supporting residential development to assist in the regeneration of Bangor and the
development of the University of Wales, Bangor Marine Sciences Department.
If this theme is implemented in its entirety an estimated £44 million of economic return would
accrue over a ten year period after an initial capital investment of £19million and revenue costs of
£2.7 million for the same period.
06
An Action Plan
Theme 2 Anglesey Coastal Path
The Anglesey Coastal Path is a great existing asset to the Island, contributing an estimated £12million
to the local economy through visitor spend every year. However it is considered that it could play a
more significant contribution to the coastal economy. Considerable effort has already been expended
to create the Anglesey Coastal Path which is 98% complete.The views that unfold around the Island
and that open out to Snowdonia rival any other coastal walk in the British Isles.
The Anglesey Coastal Path is already a great Create shorter loop walks for the less
tourism asset. adventurous and energetic.
The key projects that are aimed at developing the path further and increasing its economic value are:
• Complete Path to Gain National Trail Status to raise its status and attract further walkers.
This would require a bridge crossing of Afon Alaw and a sensible route through, or around
Plas Newydd;
Mon - Menai Coast
• Loop Routes and Day Walks Network to cater for casual walkers and the less energetic;
• Gwynfyd (Heavenly Place Lookouts) to help mark the path as different and worth exploring;
• GIS/Mobile Phone Information Points to capitalise on new information systems and
activities like geo-caching;
• Accommodation Improvements to specifically cater for walkers’ needs with drying rooms
or luggage forwarding offered under a ‘Welcome Host’ programme.
A bridge crossing for the Afon Alaw is proposed. Artist designed Gwynfyd would act as
unusual markers and attractions on the path.
Although proposed with the Anglesey Coastal Path in mind many of these proposals are just as
applicable to Gwynedd. If implemented fully, the series of improvements to the Anglesey Coastal Path,
particularly if National Trail Status is obtained, would generate approximately £23million of economic
return for an estimated £4million capital and revenue investment.
07 An Action Plan Action Plan Themes
Theme 3 Strait Across
The Menai Strait is a great asset to Anglesey and Gwynedd with its spectacular scenery and unique
geological form. However it is also a barrier to the flow of people between both counties. Crossing
points are limited to the Menai Suspension Bridge and Britannia Bridge. For cyclists and pedestrians
this is further reduced as they are not able to cross Britannia Bridge on either its road or rail decks.
A cyclist/pedestrian path on the railway Water taxi’s in high season would allow people to walk around the
deck of Britannia Bridge is proposed. Menai Strait without having to rely upon the bridges as crossing
points.
Three projects are proposed under this theme:
• Menai Strait Pedestrian/Cyclist Crossing on the railway deck of Britannia
Bridge.
• Extending the North Wales Path from Bangor to Caernarfon.
• Walking Strait – A new 2-3 day walking route around the Menai Strait utilising
water taxis/buses to cross between Caernarfon and the Mermaid Inn Pool
Mon - Menai Coast
and Beaumaris to Bangor.
The unique and picturesque landscape of the Menai Strait Extending the North Wales Path from Bangor to
would form an excellent walking route. Caernarfon would serve local and visiting
walkers.
The time is right now to consider allowing pedestrian and cyclist crossing of the Britannia Bridge as a
feasibility study is considering its improvement as part of the strategically important trans -European
road route linking Ireland to the rest of the European Union. By giving greater opportunities to cross
the Menai Strait on foot or bike it will encourage sustainable commuting within the Menai Hub area
and assist in linking the Anglesey Coastal Path into any wider plans for creating a Welsh Coastal Path.
This is one of the more modest themes in economic terms with estimated return over ten years
being approximately £1.5 million.This is derived from preliminary capital costs of £600,000 with
ongoing revenue costs for ten years being estimated at £157,000.
08
An Action Plan
Theme 4 The Cycling Coast
Anglesey and Gwynedd already benefit from two Sustrans routes crossing through their areas –
namely Sustrans 5 London to Holyhead and Sustrans 8 Cardiff to Holyhead. However these routes
do not promote easy access to many parts of the Môn-Menai coastline which is a missed
opportunity as the area has great touring appeal with interesting places to visit in relatively easy
cycling terrain.The network of quiet lanes, existing cycle routes and former railway lines can be
stitched together to produce a great cycling resource.
Linking Benllech to Llangefni by off road cycle route The conversion of the Amlwch-Llangefni freight
would serve family riders of all age. railway line to a cycle path is proposed.
The four projects suggested under this theme include:
• New Northern Anglesey Route to promote cyclists to tour the east and north coasts
Mon - Menai Coast
of Anglesey;
• Cross Anglesey Route adapting the Llangefni to Amlwch freight railway line to run from the
north coast to the centre of the Island and the existing Malltraeth to Llangefni cycle path to
reach the south coast;
• Cycle Hire Shops at key parts of the route to encourage local people and visitors to
participate in cycling.This will lead to health benefits and increased visitor spend;
• Benllech to Llangefni Off-Road Route again utilising a form rail route to provide safe, family
focussed cycling.
In addition the study supports the ongoing efforts of Gwynedd Council to promote Caernarfon as a
cycling hub and develop its network of cycle paths from the Lôn Las route and around the Llyn
peninsula.
The estimated capital costs for the four projects is
£2.4 million.This is assuming that there are no
major land costs or infrastructure modifications for
the new cycle routes. Estimated revenue costs for
the cycle routes for ten years is £0.5 million.This
expenditure is estimated to attract economic return
of £11million over the same ten year period.
The provision of cycle hire facilities at key
locations would stimulate local and visitor
interest.
09 An Action Plan Action Plan Themes
Theme 5 The Menai Strait Water Bus
The best way to experience the unique Menai Strait is from a boat.The views from under the two
bridges are awe inspiring as you gain a full understanding of their size and construction. Not to
mention the edgy excitement of passing through the whirlpools of the Swellies, or gazing at the
various properties, both grand and small, that edge the Strait.
The whole Menai Strait is strung with high quality attractions that attract higher spending visitors and
especially those from the senior market.The challenge is how to link them all together so they are
perceived as a complete experience and a distinct destination in itself, hence the idea of the Water
Bus.
The likely base for the service would be
Caernarfon, with stops at the Sea Zoo, Plas Menai,
Plas Newydd,Vaynol Hall, Menai Bridge, Bangor
and Beaumaris. Current landing provisions
along the Strait are sparse and not yet at a
quality to receive passengers of varying mobility
levels which needs to be designed into any new
landing facilities. Access at all states of the tide
is necessary so that the service is not tide
dependant as this would seriously affect its
Proposed route for the new Water Bus. business viability.
The proposal for a commercial operator to provide the boat service; whilst the Maritime Sections of
Anglesey and Gwynedd County Councils upgrade the landing sites along the Strait for the Water Bus
and other boat users.The development of the Water Bus could take place as a phased process with
Mon - Menai Coast
key stops being developed first, and secondary stops being completed subsequently.
The Water Bus would assist in attracting people to overnight in the area as there is so much to see
and do along the Strait. It is envisaged that the Water Bus operators would sell Rover Tickets to allow
flexible uses of the Water Bus and admission to the various attractions.The type of vessel is
important as it would be a long-term aim to have iconic boats associated with the Menai Strait just as
the Mersey Ferries are associated with Liverpool and Windamere Steamers with The English Lakes.
The Water Dragon image is just one brand suggestion.
The proposed Water Bus has many benefits. It is an attraction
in its own right; it would link and serve existing attractions; offer
an alternative form of transport in a busy area; and lead to the
creation of better landing points along the Menai Strait.
Commercial boat operators would
The cost of boat purchase and operation would be the responsibilty run the water bus itself.
of the commercial partner.The estimated capital costs for the
improvement of landing stages is £2million, which will include a
combination of fixed landing stages and demountable pontoons that
can be removed out of season. Revenue costs for this marine
infrastructure are anticipated to be £0.4 million for ten years
leading to an economic return of approximately £3.5million.
It is recommended that a specific feasibility study is undertaken
to prove the business case for this proposal and demonstrate
the total economic gain from developing the service. New landing stages would be
required.
10
An Action Plan
Theme 6 Rhosneigr Adrenalin Capital
Anglesey and the whole of the North Wales coast are renowned for their developing adrenalin
sports scene. Its cool, it’s exciting and as the name suggests it sets the adrenalin pumping around the
blood stream.Typically it is young adults who are the keenest and most frequent participants of
adrenalin sports. However, this market does not spend to the same level as family groups or the
developing seniors market. The foreseeable risk is that promotion of adrenalin sports to young adults
only will not result in good economic return to Môn-Menai study area.
The challenge is how to introduce the family market and those casually interested in adrenalin sports
to the thrill and excitement in an easy, safe and economically beneficial way.This proposal is to
provide a dedicated centre in the unofficial capital for adrenalin sports in the Môn-Menai study area,
namely Rhosneigr. It would be promoted widely as the place to be adventurous and try sports you
would not normally consider as accessible to you.
There are two strands to this theme - the Adrenalin Centre itself and then a series of Activity
Stations around the coast.
Sports training from surfing.. ..to power kites.. ..to scuba diving and much, much more.
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The Adrenalin Centre would act as a focus point for the promotion of activity sports. People would
arrive and then link up with the commercial provider who would take them to the part of the
coastline of the Môn-Menai study area where the activity is to take place.The activity providers
would be existing local businesses qualified to give basic and intermediate instruction to people
wishing to participate.The Adrenalin Centre could also act as serviced accommodation, with start up
business units, making it financially more viable through the less active winter months.
The Activity Stations would be small, modular buildings
built at the locations where the activities would
take place.They would be constructed by the Isle of
Anglesey County Council at 7 identified locations and
have a dual use of changing and store facilities combined
with public toilet provision.The buildings would be
leased to the activity providers for their use at a
peppercorn rent in return for their maintenance and
upkeep.The Activity Stations would allow participants
to travel out in the dry and return in the dry. An example of a small, low key
building for use as an Activity Station.
The estimated capital cost of development and maintenance of the Adrenalin Centre and Activity
Stations is £3.2million for ten years. In the same time an estimated £5million of economic return
would be gained.
11 An Action Plan
Action Plan Themes
Theme 7 Historic Attractions
The coastline of the Môn-Menai study area abounds in a rich and varied history.
It’s prime attractions include:
• The World Heritage Site castles of Beaumaris
and Caernarfon;
• The great houses that overlook the Menai
Strait, namely Plas Newydd and Vaynol Hall;
• The Menai and Britannia Bridges (although
these are not promoted as attractions). Caernofon Castle, a magnificent castle
and backdrop to the Afon Seiont.
All of these attractions are situated along the Menai Strait.There is an under representation of iconic
attractions elsewhere within the Môn-Menai study area.
The proposals in this theme aim to build upon the existing attraction value of these great features
and where stories or attractions are not fully understood then tell their history in as pleasant and
enjoyable way as possible.They contribute greatly to the attraction of the Môn-Menai study area
already but they could contribute so much more in terms of all year round attractions and increased
visitor spend.
The projects proposed are:
• Menai Bridge Interpretation Centre – (already
subject of a Heritage Lottery Fund supported
feasibility study);
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• Plas Newydd and Vaynol Hall – to develop one,
or both into whole year long visitor attractions;
• Anglesey Heritage Centre, Amlwch – to extend
visitor interest to the north of Anglesey and
assist in the craft based renewal of Porth Amlwch;
• Men – i Viewing Wheel – to allow a different, Elevated views to the Menai Strait
elevated view of the Strait and to create an could be created from a wheel similar
eyecatching landmark. to the London Eye.
The total economic impacts for this theme are not estimated to be high. Capital investment of
£5million and ongoing revenue costs of £2million for ten years would give a less than parity return of
an estimated £6.3million.This would suggest that large scale capital projects such as the Menai Bridge
and Amlwch based heritage centres would not proceed without major grant aid or developer
contribution.
A Heritage Centre at Amlwch Develop Plas Newydd and Support the creation of a Heritage
would assist in the Port’s Vaynol Hall into all year round Centre to tell the story of the iconic
regeneration. attractions. bridges and ecology of the Menai
Strait.
12
An Action Plan
Theme 8 Environmental Attractions
The coastline of the Môn-Menai study area abounds in a rich and varied wildlife.The importance and
quality of the land and marine habitats is reflected by the numerous environmental designations used
to protect these natural resources.The area is also a geological showcase with a great diversity of
geological form.The challenge that is posed is:
• How to maximise the economic value of this natural resource?
• How to improve people’s appreciation of its value?
• How to improve its ecological value?
• How to protect it for generations to come?
The impressive cliffs at Holyhead Mountain Diving around the Môn-Menai coast is
attract 125,000 visitors per year. superb. Deliberate wrecks would add to this.
Nesting sea birds are a prime draw to
Holyhead Mountain and South Stack.
Newborough Forest is an established
attraction, but does not have a visitor centre. Mon - Menai Coast
This theme’s projects, listed out below, have been identified to improve general access to the wildlife
and environmental interests of the Môn-Menai coastline. They have been themed on the LAND-
SEA-AIR as a way of showing the depth and variety of environmental interests in the area.This joint
promotion of environmental attractions would extend to joint ticketing, shared live video feeds from
around the Môn-Menai study area and the rotation of staff and volunteers.
• LAND - Newborough Visitor Centre – Create a forest visitor centre to capitalise
on the high visitor numbers already enjoying the forest, the dunes of the Warren and the
mystical Llanddwyn Island.This would be the LAND Connection;
• SEA - Môn-Menai ORCA’s (Offshore Recreation and Conservation Areas) – To promote
the quality of the underwater habitat, these voluntary zones would be aimed at the
diving market and could include the creation of deliberate wreck sites;
• AIR - Sea Bird Centre, Holyhead Mountain – Develop a new visitor centre to capitalise on
the high visitor numbers visiting these spectacular cliffs and nesting seabird colonies.This
would be the AIR Connection.
The LAND-SEA-AIR projects have an estimated total capital and revenue cost of £8.8million. In
return an estimated additional income of £15million over 10 years will be derived in the Môn-Menai
study area.
13 An Action Plan Action Plan Themes
Theme 9 Commercial Activity Partnerships
There are certain facilities that are best provided and managed by commercial operators, rather than
the Local Authories.The following opportunities have been identified during the course of this study
and are supported as ways of attracting additional economic activity to the Môn-Menai study area.
Championship Golf Course
This should ideally be a new links course, or parkland course
dominated by the nearby presence of the sea.There is a
developing demand for links golf when compared to parkland
courses. Further money can be brought in by co-siting the
course with a quality hotel or leisure complex.The west coast
of Anglesey affords a number of opportunities for creating new
courses or extending existing ones. It is recommended that a
location study takes place that also examines potential
commercial partners. A new links or coastal championship golf
course would be a significant attraction.
Park and Launch Facilities
Popular destinations throughout the Môn-Menai
Study suffer study area suffer from congestion of boat traffic
using the launch slips during peak season.This in turn can reduce the
enjoyment of a destination for more than just boat
users.This proposal would franchise out new boat
parking areas to manage the arrival and preparation
of boats and then expertly launch them off a tractor
mounted trailer system. Based around the boat
Mon - Menai Coast
park, other maritime services such as cleaning and
Tractor launching of craft would speed up access
boat repair businesses would develop.The
at busy slips.
proposed pilot site for this service would be
Trearddur Bay where a potential operator is already at an advanced stage in developing a facility such
as this.
Activity Sports Education
By combining the joint skills of Bangor University and Plas
Menai a series of courses can be designed to offer those
wishing to develop a career in Activity Sports and Outdoor
Pursuits a blend of coaching qualifications combined with
business skills.This project would provide local education
opportunities, champion Welsh speaking coaches and supply
skilled staff to support the activity sports business sector
within the study area. Training courses in Activity Sports
Management are proposed to provide a local
skilled workforce.
Hotel – Anglesey Race Circuit (Tracmôn)
To cater for enthusiasts using the racing circuit near Rhosneigr, an on-site hotel is proposed.This
hotel could then form the focus for corporate events and entertainment based upon car and bike
racing at the circuit.
An estimated £20million of economic return would arise over a ten year period from these four
projects.
14
An Action Plan
Theme 10 Accommodation
The accommodation stock in the Môn-Menai study area is ageing and the quality can be best
described as variable.To attract visitors in the first place, but more importantly to retain them as
repeat customers, a high standard of accommodation has to be offered. It has to be flexible to meet
their requirements and the people operating them have to be friendly, helpful and make visitors feel
welcome.
There are also current gaps in the accommodation profile of the study area with a lack of larger,
quality hotels and an over provision of static caravans and campsites that is a declining market sector
with low economic returns.The following projects are recommended to address these issues:
The Môn-Menai study area is lacking in Four and Five Star accommodation to attract higher spending
visitors.
Resort Golf Hotel and Lairds Flying Boat Hotel
The first two projects would be to develop large hotels of at least four star quality.This would
improve the higher end of the accommodation market and attract higher spending visitors.They
would be able to cater for tour parties and pitch at the lucrative golfing holiday market, particularly if
they worked in co-operation together. Both are likely to require some element of holiday
Mon - Menai Coast
timeshare/residential units to make them economically viable.
C2C – Encouragement of replacing static Caravans with Cabins
Caravan parks are a declining form of accommodation with lodges providing all year round bed-stock
that can command a higher price. It is recommended that Anglesey and Gwynedd Councils provide a
planning guide for the good design of such sites.
Flexi-accommodation
Flexi-accommodation is a term used to encourage B&B and small hotel providers to provide self-
catering and flexible service to accommodate group travel.The provider has to be flexible enough to
meet the groups’ requirements.This project would encourage private providers to develop their
existing premises.
The Ferry Travel Discount Scheme
Offering a 10% discount on overnight accommodation for people with valid ferry tickets to
encourage people to stop in the Môn-Menai study area before catching a ferry, or continuing with
their onwards journey.
Encourage the replacement of static Extend existing The former Laird’s Flying Boat Factory site
caravans to all year round lodges and providers to allow would give an excellent theme to a hotel.
cabins. flexi-accommodation.
15 An Action Plan Action Plan Themes
Theme 11 Spend Opportunities
There is little opportunity to spend money in the area on higher quality items and products that are
genuinely made in, or reflective of, this part of Wales. Ideally the money should stay with local people
and businesses instead of being taken by national shop chains.The emphasis is on the need to extract
as much money, in as pleasant a way as possible, so people enjoy the experience and wish to repeat it
again and again.Three initiatives have been identified:
Local Food and Produce
The Môn-Menai study area produces great local food but it is difficult to experience unless it is
purposely sought out. A local food and produce development strategy is proposed. This document
would set out an Action Plan to best promote local produce within Môn-Menai study area and
further afield in national and international markets.
Food and Craft Trail
This proposal seeks to define a driving route / craft trail
around the Môn-Menai study area to link private businesses
to a potential market looking to spend money.The route
should start and finish in Porth Amlwch to create an
‘artisan’ feel and create a centre and cohesion to the
tour.The route would be promoted by A4 self-guide
leaflets. Direction to premises will be marked by a series
of small standardised signs on the highway at key
junctions and journey decision points. Likewise signs in The trail would guide visitors to spend at
towns and villages will guide visitors to the spend local producers such as this jeweller.
opportunities.
Mon - Menai Coast
Pubs and Entertainment
This proposal is designed to raise the quality and hospitality received in public houses by visitors
through the further provision of good food, live music and a new sense of place that will turn pubs
within the Môn-Menai study area into the hub of their community.The plan is to start with coastal
pubs where visitor numbers and spend is high and then role out to inland establishments. An
extension of this is to provide welcome host training and grants for entertainment and kitchen/dining
area improvements.
Good local food such as Live evening entertainment
Menai Moules. in pubs.
Turn local pubs into the focus of the community Celebrate local cuisine and support local
and welcoming places for visitors to spend. produce with a Môn-Menai development
strategy.
16
An Action Plan
Theme 12 Transport Routes
How people access the Môn-Menai study area and move around once they have arrived is critical.
There currently is a reliance on day trippers travelling to the area by private car and then moving
between destinations by the same. People who attempt to travel by public transport are sometimes
hindered by there not being a bus or train to take them to the place they wish to travel to.
The suggestions that are outlined in this theme reflect that private car use is still likely to be high in
North West Wales as there is not a convenient alternative but aims to support the needs of people
wishing to travel in a more sustainable manner.
A green bus service The scenic drive and coastal bus service The coastal bus service would allow walkers
possibly run on Bio-fuel. could link with local businesses. and cyclists to travel further around the
coast.
Scenic Drives
Two routes, one clockwise and the other anti-clockwise, that are designed to encourage people to
drive further around Anglesey especially to the north of the Island. Supplement with viewpoints,
signage and self guide leaflets to readily accessible environmental, historic, craft and food production
Mon - Menai Coast
attractions.These touring driving routes would appeal to day trippers and more senior visitors and
would be linked into the food and craft trail.They can be branded with red and green dragon logo’s to
differentiate directions and mark the route.
Round Island Leisure Bus Service
A round Island bus service, travelling in both directions to cater for local people but also walkers and
cyclists. Dropping down into resort towns to collect and distribute people around the coast.The
buses would be adapted to carry unusual loads, such as bikes, surf boards and wheelchairs.They like
the scenic drives can be branded as red and green dragon services.The buses could run on low
carbon bio-fuels.
Park and Walk Car Parks
At key destinations where car park provision is inadequate, improve appropriate located grazing fields
for high day and holidays parking. Allow local landowners to operate as a revenue earning venture
over 60 days a year.The fields would need better drainage and improved field entrances to make them
more useable as car parks and retain their primary use as grazing fields. A footpath route would then
link to the main resort, or place of interest. Eleven locations have been identified.
Resort Parking Charges
Implement on-street car parking charges at resorts with residents exempt from charges. Use money
to support community initiatives or increased maintenance works at these sites. All Council Tax
payers would receive a resident badge to exempt them from the parking charges.
The estimated capital cost of these projects is £2.3 million and estimated revenue costs of £2.4
million for 10 years giving a potential economic return of £7.2 million.
17 An Action Plan
Conclusion
In Conclusion
There are 58 projects proposed by the 12 different themes of this Action Plan. Not all can be
implemented as there will be insufficient funding or availability of partner interest or development
sites. Out of the numerous projects several appear more appropriate to develop based on their
likely cost; benefit ratio; ease of development; and availability of funding.These priority projects
should be promoted above others.
The Priority Projects for each Theme are:
Theme Prioroty Project
The development of a Cruise Ship berthing facility at Holyhead to
Theme 1 Maritime Proposals encourage further cruise ships to dock.
Completion of the full Coastal Path and designation as a National Trail
Theme 2 Coastal Path to encourage more walkers.
Extension of the North Wales Path from Bangor to Caernarfon to
Theme 3 Strait Across assist in the creation of the Menai Walk.
Cycle Hire Shops at key locations in Môn-Menai to encourage use of
Theme 4 The Cycling Coast existing and proposed cycle ways.
The provision of the actual water bus vessels by private operators.
Theme 5 Menai Strait Water Bus
The development of the centre as a key attraction to encourage
Theme 6 Rhosneigr Adrenalin Capital newcomers to the Activity Sports world.
Building upon the great houses of Plas Newydd and Vaynol Hall to
Theme 7 Historic Attractions turn them into all year round attractions.
Developing twin visitor centres at South Stack and Newborough
Theme 8 Environmental Attractions
Mon - Menai Coast
Forest to capitalise on existing usage.
Undertake a Location Study for a new links or coastal golf course for
Theme 9 Commercial Activity Partnerships development by a commercial partner.
Encourage the development of four star standard hotels at one or
Theme 10 Accommodation two locations to improve the quality of bed stock.
Undertake the Local Food and Produce Strategy to better promote
Theme 11 Spend Oppotunities these products locally and nationally.
Round Island bus service during main visitor season that has
Theme 12 Transport Routes capability of carrying bikes, surf boards and unusual loads.
Sunset over mystical Llanddwyn Island.
18
An Action Plan
The Way Forward
As both funding streams and external priorities change, the projects presented by this Action Plan will
rise and fall in terms of priority and deliverability. A flexible approach is recommended that remains
responsive to new funding opportunities whether it is sourced from the EU,Westminster
Government,Welsh Assembly Government, Lottery or developers.
As always an honest assessment of whether an individual project can deliver the required outcomes
of a particular funding source has to be made before seeking that funding in earnest. Likewise realistic
assessments of ongoing revenue costs need to be made to ensure that facilities are viable in the long
term.
All of the projects will require planning, design and approval from consenting authorities.
Environmental Impact Assessment is critical to ensure the quality environmental characteristics of the
Môn-Menai study area’s coastline are retained.The implimentation of these projects cannot be at the
cost of the landscape and ecological character of the coast they are trying to exploit - this would not
be sustainable or acceptable.
The Môn-Menai coastline is a beautiful and magical place to live, visit and explore.These proposals, if
implemented in whole or part, will assist local people to enjoy the places where they live and increase
the economic return they receive from it.
Mon - Menai Coast
The Menai Strait and majestic Snowdonia beyond at dawn.
This study has been commissioned by
Isle of Anglesey County Council
In conjunction with
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