Working as part of the Miller Research team, Isle of Anglesey County Council sought a 10 to 20 year plan to reveal Holyhead town centre’s true potential and to co-ordinate a number of actions for the town centre that builds on existing initiatives and future plans, with a common goal in mind to create “A unifying and overarching town masterplan vision which will assist Holyhead town centre develop its own identity and sense of place”.
The study process centred on a 3 stage process including a baseline assessment, issues and ideas phase and the final vision and masterplan. The study looked at the setting of the town, its environmental quality, movement and linkages, historical and cultural assets, its town centre offer and its role on Holy Island in terms of tourism. The relationship of the town centre to the ferry terminal and train station was also assessed in relation to arrival and visitor management. In addition to physical type interventions to help consolidate and grow the town, the team looked at destination management activities, business support and other supportive themes. A costed delivery plan and baseline report accompanied the main vision and masterplan document.
The process developed an inclusive and innovative way of engaging with local people, businesses and stakeholders through a mixture of social media, visioning roadshows, stakeholder workshops, business breakfast meetings and a visitor journey media project run by young people in the town.
The vision and masterplan was used as part of the Council’s submission to Welsh Government, under Vibrant and Viable Places with the bid being successful in securing over £7.5m across the town from 2014 to 2017. The study has also underpinned Townscape Heritage Initiative activity and other ongoing projects in the town centre.