Scarborough

Jaffa and his Palm Court Orchestra. Meanwhile, up in the town Wakes Week trains would arrive every weekend through the summer, disgorging the working classes of Yorkshire for their one week of sun (hopefully) and freedom. Scarborough’s magic was its ability to maintain its respectability in the face of this working-class invasion, unlike its grubbier cousin Blackpool. Max Jaffa died in 1991, by which time the spa had been closed down by public health officials, its waters being declared as unfit for human consumption. Holiday patterns changed and Scarborough’s visitors were likely to be elderly and to be visiting for the day, or

at most a weekend, the hotels were struggling and the attractions were looking tired and dated. The problem with the British seaside is how quickly its cheerful, boisterous charm can start to look depressing when decline sets in. This is fatal when your economy is based on making people happy! It was in this context that the Town Team went to work. The plan was to take the town back to its slightly more upmarket roots, the ‘Cannes of Britain’ as the Yorkshire Post put it – The spa has seen a £3 million refurbishment, with a view to recapturing the conference market (the Conservative Party held their annual conference there in the 1980s). A major public realm scheme has been completed along the quayside, separating the fishermen’s clutter

from the tourist promenades. The designs by LDA narrowed the road (to discourage boy racers), while improving pavements and creating long sinuous benches. This has set the quality standard for public realm improvements elsewhere in the town, including Trafalgar Square, which had become a focus for anti-social behaviour and was refurbished in partnership with local residents. Elsewhere £4.8 million was spent to refurbish the Rotunda Museum, with its internationally renowned geology collection. The Woodend Creative Workspace, originally the family home of the Sitwells and more recently a natural history museum, has been converted to support the growth of digital and creative industries, providing a gallery together with office and workshop space to over 50 organisations. Of course, not everyone was ready for ‘cappuccino culture’ (to quote a BBC News report). There have been particular concerns about the redevelopment of the North Bay where a new holiday apartment scheme saw the loss of the Art Deco ‘Corner Cafe’. Local campaigning group the Sons of Nepture, bemoan the loss of the North Bay’s comfortable, if slightly shabby character. Next door there are plans for a major all-weather waterpark and leisure complex. This was put on hold during the recession and has recently received financial support from the council voted through by a single vote. Altogether £200 million has been spent as part of the Renaissance programme, including grants from Europe and the Heritage Lottery. However, the majority has come through private investment in a concerted effort by everyone associated with Scarborough to reinvent the British seaside resort. And it is working: visitor numbers are up since 2006, and their average age is down. There is now a surf scene on the beach and the town has developed its university as a centre for digital media. Because of this, there is a growing cluster of digital businesses locally and a more educated workforce that is proving attractive to other employers. Amazingly, it was voted the Most Enterprising Town in Britain and then beat off stiff competition from cities like Valencia and Prague to win the European title in 2009. The conference market is growing and the town has developed a strong presence in the short break holiday market, such that the average occupancy of the Grand Hotel is now 90 per cent. Scarborough continues to manage a tricky balancing act. While still feeling like a classic English coastal town should – kiss-me-quick hats and candy floss – it has modernised and diversified what it offers. Not content to only deliver regeneration – although it has done this by the bucket (and spade) load – it has also recognised the importance of a change in attitude as much as a lick of paint.