VISIT WALES COASTAL TOURISM APPLICATION FORM

PHASE 1

Please refer to the application pack for further guidance on how to complete this form.

APPLICANT NAMEThe National Trust

PROPOSAL NAME

Trust in Aberdaron – A Coastal Centre of Excellence for Wales

PROPOSAL DESCRIPTIONEvery one of us can remember the magic of seaside holidays when we were young – blue seas, small coves, rock pools, ice creams and sandcastles. Aberdaron – “The Land’s End of Wales” is the perfect seaside resort – sandy beaches, small cafés and shops, and safety for little children and families to walk around the pretty, unhurried village where the traffic waits for people. The beauty of the surrounding area and the opportunities offered for tourists, draw people here but there is a lack of tourism focus to encourage visitors to venture wider in the peninsula to enjoy coastal activities and watersports, as well as the many other lovely places that can extend and enhance the quality of holidays there.

The National Trust already protects over 20 miles of Llŷn’s coastline (nearly a third) which include many other key tourist locations, amongst which are well-known Porthor, Porthdinllaen, Llanbedrog and Plas yn Rhiw.

The Trust has identified an opportunity to create a Centre of Excellence which will work as a Regional ‘hub’ at the heart of Aberdaron. This will provide a visitor focus and be a visitor attraction in itself, as well as a touchpoint from which visitors will be encouraged to discover other places to enjoy on the Llŷn. It will also promote the varied coastal activities and watersport opportunities in the area, delivered by a range of partner businesses and organisations.

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Additionally, Aberdaron is the main point of departure for visitors to Ynys Enlli / Bardsey Island, thus this ‘hub’ will be of benefit to them too and add value to the journey of these visitors. Poor weather often means that the scheduled boats for visitors to Enlli have to be cancelled at short notice. Provision within the ‘hub’ will include a ‘virtual’ tour of Enlli, which will both interest visitors and help compensate for adverse weather.

Separately, as a future project, is the complementary enhancement of a visitor ‘hub’ at the Trust’s Craflwyn Hall, in the contrastingly rugged area of Snowdonia. Both the hubs, at their strategic locations, will underpin Visit Wales’s aim of enhancing the activity Tourism industry in Wales by investing in Wales’s unique environment in a sustainable way, to generate increased economic benefit.

Details of the Proposal

Purchase of adjoining properties in central Aberdaron to create a Tourism Centre of Excellence, where the visitor can enjoy being informed about the coastal heritage of the Llŷn Peninsula, including places to visit, other attractions and the communities that underpin the area in a sustainable, innovative and environmentally friendly way. This Centre of Excellence will be closely linked to Coastal Activity Tourism, e.g. watersports, kayaking, wind-surfing, etc, and where these can be located on the Llŷn, as well as other heritage attractions on the Llŷn.

Terms of Agreement with the vendor have been reached, and the purchase can go forward immediately with the help of funding from Visit Wales – Coastal Tourism project.

The acquisition of this location will provide:

A Centre of Excellence/‘hub’ for information to encourage visitors to enjoy Aberdaron and other places in Llŷn and in the North-West of Wales

A good car park for 200 cars which would be open for visitors ’24 7’. Currently the car park closes at 7pm, thus stopping holiday makers from enjoying an evening meal in the Hotel, Public Houses and Restaurants of the Village. This will result in an economic improvement for local traders, with holiday makers able to stay in the area longer

Other facilities identified as part of the project include the creation of a pay-to-enter Visitor Building, which incorporates a virtual tour of the Llŷn Peninsula, Enlli and the surrounding seas, using technology that can and will be regularly updated to create an ever-changing and varied experience. The marine environment and heritage, which richly interweaves the culture of the Llŷn, will be highlighted, including its traditions, the history of the commercial fishermen of the Llŷn, and information on the important Llŷn and Sarnau S.A.C.

A cluster of small retail units will also be located adjacent to the car park, providing economic opportunities for local traders. The types of units envisaged would cover ice cream sales, a gift shop, wet fish shop, etc. The Trust will ensure that what is provided is complementary to what already exists and does not, in any way, constitute displacement. Where possible existing traders will be encouraged to extend their existing businesses.

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A smokery for smoking local commercially caught fish is also being investigated for locating into the car park, but the cost of this is not included within this project, as funding will be sought from the RDP.

Direct access to the beach from the car park, which is currently not possible

Direct access to the Llŷn coastal footpath, currently not possible at high tide

Provision of a safe site for launching dinghies, boats, kayaks, for windsurfers, etc

Adjacent to the launch site, we will create a series of beach huts that can be used for providers of outdoor activities such as Windsurfing, Kayaking, Snorkeling, Bicycle Hire, etc.

Refurbishment and provision of 2 holiday flats and a cottage adjacent to the car park

Provision of facilities for FE/HE Institutions that study Enlli and the Marine environment in the visitor ‘hub’, particularly during the winter months when the weather precludes the use of boats. Use by local schools will also be encouraged, which will strengthen local links.

Economic benefit locally and wider in the area Small business and job creation Appropriate use of an area that is in danger of unsympathetic

development Partnership working, employment opportunities and volunteering

opportunities

This project will do everything to ensure a great seaside/coastal experience, except provide the sunshine! However, the facilities provided will create both a wet weather alternative, as well as ensuring visitor provision in the shoulder months.

INDICATORSWhat Outputs will be achieved by the proposal? Estimated number

to be achievedInitiatives developing natural, urban, historic environment

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Managed access to countryside or coast 1 kmEnterprises assisted 51 directly and

more indirectly

What Results will be achieved by the proposal?

Visits 65,000 additional visitors (61%) and extended stays

Investment induced (National Trust) £1.86mJobs created 7 directly and 128

FTEs indirectly

1 National Trust and Ice Cream kiosk, Wet Fish kiosk, Cycle hire, Green Transport provision, (and more supported by the ‘beach huts’).

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PROPOSAL COSTSAnticipated total proposal costs (in preferred currency)

£3,387,550

Anticipated total match funding (in preferred currency)

£1,862,550 (55%) Confirmed

Please provide an anticipated match funding breakdown in the table below.

Column 1 – Source of Funding

Column 2 – type of fundingCASH

Column 3 – type of fundingIN-KIND

Column 4 – Status of match funding

Own Funds £1,862,550

Other Funds - Public Sector

Other Funds - Private Sector

Income Generated by the proposal

Total £1,862,550

Funding gap (in preferred currency)£1,525,000 (45%)

DEVELOPMENT

Please describe the extent to which you have engaged in collaborative planning with relevant stakeholders and can demonstrate their buy in / involvement

In developing this project, the Trust has consulted with the following stakeholders:

Gwynedd County Council Councillor Gareth RobertsViv Pritchard (Econ a Cymuned)Barry Davies – Maritime OfficerAlys Lloyd Jones, Llŷn Regeneration OfficerNia Griffith, Cymunedau Gyntaf (Communities First) Officer, LlŷnBleddyn Jones, Llŷn AONB Officer

Cyngor Cymuned Aberdaron – Clerk to the Council

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Ymddiriedolaeth Ynys Enlli / Bardsey Island Trust

Countryside Council for WalesEuros Jones, Partnerships OfficerLucy Kay, Marine Officer

Llŷn Pot Fishermen’s Association – Dr Greta Hughes (Senior Fishery Officer, North Western & North Wales Sea Fisheries Committee

Aberdaron Tourism AssociationTy Newydd, Ian Roberts

Abersoch & Llŷn Tourism Partnership

North Wales Tourism Partnership, Dewi Davies

North Wales Wildlife Trust, Frances Cattenach, Director

Richard Farmer, North Wales Officer, RSPB

DETAILS

Anticipated expenditure start date May 2010

Anticipated duration in months 29 months Anticipated completion date September 2012

What will the proposal do? / How will it be delivered?

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The National Trust’s General Manager, West Snowdonia & Llŷn, Richard Neale will Champion the project. Richard Neale has a proven track record of delivering large EU funded projects (c.v. attached).

The National Trust has enormous experience of delivering high value, EU funded projects. Three large projects undertaken in the area are the FIFG-funded Porth Meudwy Harbour Improvements, which has provided the local commercial fishermen in the Llŷn Pot Fishermen’s Association with facilities to add value to their catch and the EAGGF funded Nantgwynant and associated ERDF-funded Craflwyn Hall projects. These projects have a combined total cost of £5,690,459. Each of the projects was delivered to profile and has been very successful. More information on these and others is provided in a summary of the projects delivered during the Objective 1 Programme as an Annexe ‘The National Trust, Working for Wales’.

The proposal will directly contribute to the economy and tourism potential of the Llyn Peninsula by Creating a high quality attraction, in keeping with the area, that brings people to Aberdaron and inspires them to explore Llŷn’s amazing variety of wildlife (both terrestrial and marine), culture and recreational opportunities.

It will achieve this by adding value to the natural assets of the area to create a significant tourism destination that works for and with the local community, by providing an infrastructure of benefit to both visitors and locals. The National Trust will lead the project, supported by local and wider partnerships. The project adds value to existing businesses, without displacement, and encouraging local entrepreneurship. The project and its design will reflect the sense of place of the area and its infrastructure will expand upon tourist opportunities, including providing wet weather opportunities and extending the season.

The Visitor ‘hub’ will reflect best principles of environmental sustainability, and the whole project will mirror the 3 pillars of Sustainable Development: Economic benefit, Community benefit and Environmental benefit.

Extension of visitor season and provision of study and schools facilities with the opportunity to use the visitor ‘hub’ building out of season and during evenings.

The National Trust has and will continue to work closely with other projects in the area to ensure integration and maximising value of impact. Other projects that have advised the development of this project are CCW’s Convergence-funded Wales Coastal Path project; the developing Pwllheli Sailing Academy project; the Llŷn HLF project; and Visit Wales Green Seas project. This project is complementary to all of these – it creates a needed access link for the Wales Coastal Path; the launch site for dinghies can be used for a change of venue for the Sailing Academy; it adds value to the HLF project and the Green Seas Project. How it contributes to the NWWTP Strategy is outlined in Phase 2.

Ways in which the National Trust is working with other providers relating to this project:

Coastal Path funded through CCW and WEFO: The National Trust is working closely with the Gwynedd Council footpaths team in the implementation of the project to create a Coast Path for Wales by 2012.  Approximately one third of the coast of Llyn (20 miles) is owned and protected by the National Trust, so our participation in this project is key to its success.  The 1km path included in the Centre of Excellence project provides a link from Aberdaron to the proposed coast path route.Llyn Landscape Partnership Scheme: The National Trust is a key partner in the HLF-funded Llyn Landscape Partnership and has been instrumental in taking the project forward.  The Project Officer, Arwel Jones is fully supportive of the Centre of Excellence Project (letter of support is on its way) and opportunities are being explored by adding value to the project through the interpretation and information available at the proposed Centre of Excellence.Green Seas proposals and other beach access improvements: Barry Davies, Maritime Officer of Gwynedd Council, who is leading on the Gwynedd Green Seas proposals to improve beach access, is supportive of the Centre of Excellence project and has identified important areas for collaboration to provide additional opportunities for encouraging quiet watersports and improved access for launching and pedestrian access to the beach.

How will the proposal contribute to the Equal Opportunities Cross-Cutting Theme?

All buildings and access will be fully DDA compliant.

Additionally the National Trust operates an Equal Opportunities Strategy, which is attached.

The Trust works closely with local partnerships and businesses and would encourage all those involved in the project to support the Trust’s Strategy if possible.

The National Trust is committed to supporting the Welsh Language through its Welsh Language Scheme.

Equal opportunities will cross-cut all aspects of the project’s design and delivery and all efforts will be made to maximise on the opportunities that the project offers for Equality.

How will the proposal contribute to the Environmental Sustainability Cross-Cutting Theme?

National Trust Wales has been awarded a Green Dragon Environmental Management System (Level 2).

The new build will be designed and built to BREEAM Excellent standards and utilising waste materials wherever possible and National Trust Gold Standard

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The buildings are all to be heated with a carbon-neutral wood pellet boiler system

By working with other initiatives in Llŷn; the project will include integrated transport systems, in particular integration of bus, cycle and footpath networks.

In the long term, the counter-productive old rock armour sea defences on the adjoining newly-acquired coastline will be removed, thereby allowing the coastal slope to erode and replenish the supply of sediment and sand onto the beach, which currently suffers from ‘coastal squeeze’ with the beach level falling and threatening properties.

The development of this site will have a beneficial effect on the Pen Llŷn & Sarnau Special Area of Conservation and the Glannau Aberdaron Site of Scientific Interest and Special Protected Area (for Choughs).

The National Trust will work closely with others to encourage positive environmental benefits (e.g. sedum ‘green’ roof to new build), as well as ensuring there are no adverse environmental impacts.

STATE AIDAs part of the consideration of all proposals, an assessment will be made to determine if European State Aid regulations apply. You will need to refer to State aid guidance to assist you in determining whether or not your Proposal is affected by State Aid.

You will need to establish whether your proposal entails State aid by considering whether the five tests set out in the guidance apply. State aid rules are likely to apply if your proposal involves providing support (financial or otherwise) to organisations engaged in commercial activities (regardless of the legal status of the organisations).

Please outline below your assessment of the State aid position of your proposal. If you consider that there are no State Aid implications please note your reasons. Where State aid is identified please provide further details of cover already in place. The National Trust is a registered charity and a not-for profit organisation. As such, any surplus income generated by the project will be used for the ongoing management of the project and other National Trust heritage attractions on the Llŷn Peninsula.

Heritage is exempt from State Aids.

Therefore, we feel that, as in previous Programmes, we do not contravene State Aids as the focus of our work is the Heritage and there can be no competition in this, as each Heritage attraction is, by its very definition, unique.

Heritage is specific to individual Member States/Nations, therefore not

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tradeable.

FREEDOM OF INFORMATION STATEMENT

Please confirm that you are content for Visit Wales to publish your proposal into the public domain.

We confirm that Visit Wales may publish our proposal in the public domain.

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CONTACT DETAILS

ORGANISATION DETAILS

Organisation Name:

The National Trust

Organisation Address:The Inner CourtyardNewton HouseLlandeiloCarmarthenshireSA19 6RTWales

Please provide:

2. Registered Charity No. 205846

Organisation Sector – Please tickPrivate SectorPublic Sector √Third Sector

Authorising Contact Details:Contact Name: Carol GreenstockPosition in Organisation: Grants Manager WalesMobile Phone Number: 07860 100093Telephone Number: 01558 825131email: xxxxx.xxxxxxxxxx@xxxxxxxxxxxxx.xxx.xx

Contact Details:As Above

Contact address (if different to the Organisation address)As above

Signed:

(Carol Greenstock/Grants Manager Wales)

Date: 29th March 2010

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PHASE 2

Detailed Application

Proposal Description

1) Background:

The Llŷn Peninsula is a unique and special landscape, reflected by a number of significant conservation, heritage and environmental designations. The Llŷn Peninsula has, by its geography, a high proportion of seaside, which is of exceptional beauty. However, although much loved by visitors for what it can offer, there is no tourism ‘hub’ on the Llŷn and no way of encouraging visitors to enjoy the wide variety of built and natural attractions that the Llŷn can offer. Furthermore, Aberdaron and its cove of Porth Meudwy are important as the departure points for visitors to the mythical Ynys Enlli, and the tourism offer in Aberdaron is not, currently, substantial.

Economics: The Llŷn area is unusual with 8.22% (higher than the Gwynedd average) of the working population dependent upon the agriculture, forestry and fisheries sector. This dependence is highlighted with the 2001 Census noting that 18% of the working population is self-employed, compared with the Gwynedd average of 12.8% and the Wales average of 8.5%.

There is a strong tradition of tourism and leisure in Gwynedd, based mainly on the quality of the coastal and rural environment of the area. The seasonal nature of tourism causes a considerable variation in the demand for employees during the year, and has a considerable effect on the economic prosperity of Gwynedd. Biodiversity, the standard of the landscape and townscape, the cultural character and the amenities of local communities are the most important resources in the Area, and it is vital that these assets are not threatened by over-development or by incompatible tourist activities. These aspects should be used as a basis for the creation of a sustainable tourism base that is unique to Gwynedd.2

The National Trust already protects over 20 miles of Llŷn’s coastline (nearly a third) which include many other key tourist locations, amongst which are well-known Porthor (“whistling sands”), Porthdinllaen, Traeth Llanbedrog and Plas yn Rhiw.

Aberdaron, at the tip of the Llŷn Peninsula, “The Land’s End of Wales”, is the perfect seaside resort – sandy beaches, small cafés and shops, and safety for small children and families to walk around the pretty, unhurried village where the traffic waits for people. The beauty of the surrounding area and the opportunities offered for tourists draw people here, as does the magic of Enlli, burial place of kings and the supposed last resting place of Merlin, the Magician.

2Gwynedd Unitary Plan

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2) Proposal:

To create a Coastal Centre of Excellence in the centre of Aberdaron, that will act as a ‘hub’ to encourage visitors to enjoy other parts of the Llŷn Peninsula and nearby Snowdonia, whilst providing a quality experience for visitors in its own right.

With this project, the National Trust will create a ‘step back in time’ to re-create the perfect seaside destination, but with a very up to the minute twist. Thus the project will build on the classic seaside holiday, but will ensure that the expectations of today’s visitors are met.

The project will provide:

A visitor ‘hub’ that is as close to carbon-neutral as planning regulations will allow, that will house interpretative and audio-visual displays, accommodating up to 50 people at any one time. Clever use of the footprint of the building will maximise space and create a ‘journey’ of information for the visitor. The important marine and terrestrial environments of the Llŷn Peninsula will be the theme of the interpretation. The new build will be to BREEAM and NT Gold Standards.

Information Point for activities and attractions that will provide information for visitors of ways of maximising the enjoyment of their visit both locally and wider in North West Wales

With its close links with Ynys Enlli, specific visitor information in ‘virtual tours’ of the island

3 retail outlets with local produce that are complementary to and run in collaboration with local businesses

Quality holiday accommodation for up to 15 people in 3 units Up to 4 timber ‘beach/fishermen’s huts’ for local activity providers (Such as

windsurfing, kayaking, etc); Upgraded car park for 200 cars with pay & display system that is open day and

night all year 500m of new access that will provide an improved link between 2 sections of

coast path with access furniture and way-marking Benches and picnic tables Safe access to the beach A launch site for boats directly accessible from the car park, which will also be

of benefit to the developing Pwllheli Sailing Academy project (which is to be submitted direct to WEFO).

3) Aims of the Project

To create a high quality attraction that brings people to Aberdaron and inspires them to explore Llŷn’s amazing variety of wildlife, culture and recreational opportunities.

This project will directly meet the aims of Visit Wales E4G Coastal Project by developing a high quality

attraction that brings people down the Llŷn Peninsula and inspires them to spend time enjoying the huge variety of coastline and important marine biodiversity of the Llŷn, with a focus on activity tourism, as well as the built

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and spiritual heritage of this special place the needs of the Tourism Industry in Wales by building on the economic

opportunities offered by the coastline and marine environment of Wales, whilst respecting its environmental quality and achieving community benefits

the aspirations of the Gwynedd Unitary Plan by offering a tourism product of the highest standard that is able to compete with other parts of Britain and abroad, focusing on the development of 'niche' markets involving the wealth of natural, historic and cultural resources found in Gwynedd.

4. SMART Objectives

The project’s goals are to:

a) Create economic benefit and job opportunities, both directly and indirectly, for the Llŷn Peninsulab) Encourage more visitors to the Llŷn and increase dwell timec) Extend the visitor season and create ‘wet weather’ tourism alternativesd) Improve the quality of the visitor experience by developing an attraction that will act as a ‘hub’ to direct visitors to other tourism destinations in the areae) Create an eco-building to house interpretative and audio-visual displays, accommodating up to 50 people at any one timef) Llŷn is little-known as a tourism destination; this project will raise its profile and support tourism in the area in a sympathetic wayg) The project will reflect the special quality of Aberdaron – a step back in time, unhurried, charming – with the infrastructure that is proposedh) With the support of the local community, help create a thriving and growth-related projecti) Encourage healthy living through supporting the many aspects of activity-tourism that the Llŷn can offer, e.g. cycling, boat trips, bird watching, surfing, kayaking, walking, or just enjoying the beach.j) Ensure a sustainable future for the Llŷn Peninsula, where there is a strong sense of entrepreneurship with a higher than Gwynedd average percentage of the working population being self-employed (18%).k) Meet the aspirations of the Wales Assembly Government of supporting deeply rural areas to ensure that opportunities exist to support local communities and avoid out-migration. The Wales Rural Observatory recently carried out research into deep rural areas of Wales with Aberdaron being one of the 2 study areas chosen. The Study indicates the importance of ensuring that rural economies can support the social framework of these areas; this project will help contribute to safeguarding this.

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Measurable Achievable Realistic Specific TimelyJob Creation No. of Jobs directly

created by project Facilities proposed will create the jobs indicated

The National Trust’s experience has informed the number of jobs. Local consultation has also taken place

Ensure that the number of jobs directly created by the project (7) continue for the longer term

Direct job creation at the end of the project 2013.

Increased visitors

Bringing people to the tip of the Llŷn Peninsula

Provide visitor facilities to encourage this

National Trust visitor centres attract people

Visitor numbers raised by 65,000 (61% increase)

£165,000 visitors annually to the Llŷn post project

Extend the visitor season

Creation of an all-weather, all year-round attraction

Provide an interpretative attraction in Aberdaron that is open all year

The design of the building and its information will attract visitors

Attract additional visitors all year – currently the Llŷn is ‘dead’ after October

By 2013

Encourage activity tourism

Increasing number of visitors enjoying activity tourism

The Information Point will inform visitors of the opportunities the Llŷn offers

Visit Wales TICs prove the efficacy of visitor ‘hubs’

Support activity tourism

By end of project

Reduce the carbon footprint

Create an exemplar eco-friendly building to house interpretation

Facilitate and

Facilities proposed will be constructed to BREEAM excellence

Local entrepreneurs

The National Trust will take specific advice on the design, including from the Trust’s own Environmental Practices Adviser

Similar schemes

Ensure that the future carbon footprint of the project is monitored regularly

By 2013

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encourage cycle hire and local bus services

encouraged to undertake these businesses. Work with local authority.

elsewhere have proved popular

Create employment and economic opportunities

Creation of a visitor attraction at the tip of the Peninsula

The facilities proposed will attract visitors and increase dwell time year round

The Llŷn provides many tourism opportunities but needs an attraction draw visitors down the Peninsula

Increased visitors in Aberdaron and the Llŷn

By end of project

Local employment opportunities

The project includes shop units that will be let to local shopkeepers.

Creation of the holiday apartments will be complementary to facilities that exist.

Local shopkeepers and hoteliers working closely with the National Trust to achieve partnership working.

Local consultation has underpinned the quality of this project.

Additional indirect employment opportunities from the project, e.g. wet fish shop supplying locally caught fish; local hotel serving evening meals to residents of holiday apartments.

By end of project.

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5. How the project will contribute to the delivery of the Coastal Tourism proposal objectives

a) Extension of visitor season. Currently there is nothing in Aberdaron to encourage visitors after the end of the holiday season; by October the place shuts down. However, there are a number of attractions that are open year-round (e.g. Plas Glyn-y-Weddw, Nantgwrtheyrn), and these will benefit from the project, which will start a ‘cluster’ effect and create more reason for people to visit the area. The National Trust has more than 3.7m members, all of whom receive information on projects supported by the Trust. Many of these members would enjoy the opportunity of visiting a busy holiday area out of season, when they can enjoy high quality facilities, beautiful landscapes and places of interest without the crowds that the summer brings. We believe that this project will extend not only the visitor season, but the duration of visit during the season, because of the quality and flexibility of what is offered by the project.

b) Improve visitor management and minimise environmental impact of visitors.A clear destination on the Llŷn will encourage people to park at Aberdaron and walk or cycle from there. Green transport links with other attractions, such as Plas yn Rhiw, form part of the project, which will help reduce both carbon emissions and crowding on the narrow roads of the Llŷn. Additionally, it should be noted that by encouraging people to holiday in the UK, visitor attractions in Wales are causing less adverse environmental impacts because no air flights are involved. The eco visitor building will be an exemplar of how the carbon footprint can be reduced, and information on this will be available to visitors. Because the car park will be available to visitors 24/7, people will be encouraged to stay longer in the area than they can currently do. The National Trust will make every effort to reduce the carbon footprint and ensure that visitors can enjoy their stay.

c) Protect and improve the quality of the coastal environment as a key resource for coastal tourism. Aberdaron must be one of the most beautiful seaside resorts in Wales. Known as the ‘Lands End’ of Wales, this beautiful little resort can offer the visitor the key to a relaxing, safe and enjoyable holiday by the seaside. The village is tiny and is an attraction in its unspoilt, old fashioned charm. However, the facilities that currently exist there do not provide the quality that tourists have come to expect in the 21st Century. For example, the car park closes at 7pm. This means that the local hotels and restaurants are losing out on opportunities to provide evening meals to holiday makers, and visitors are feeling constrained by time, particularly on the opportunities that long summer evenings can provide. The shops envisaged for the car park will be complementary to what is already in the village and add value to the visitor experience. The eco visitor building will be the location on the Llŷn where you can find out a) what the Llŷn has to offer and b) learn about its environment – particularly the marine environment, its history, heritage and culture in a novel and enjoyable way, with its provision of themed virtual tours that will be constantly updated to provide different information for those visitors on return visits. The whole focus of the project is on the seaside holiday and why our coastline, particularly the coastline round the Llŷn Peninsula, which is an SAC, is so special.

d) Contribution to wider benefits. The Llŷn Peninsula is one of Wales finest beauty spots and is usually defined as the strip of land which is South West of the A487 which runs from Caernarfon to Porthmadog. For most of its length it is only 8 miles wide and the National Trust owns and maintains much of this coastline.

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Although Snowdon and the immediate area qualifies as the wettest part of Britain with over 200 inches per annum, the Llŷn has its own micro-climate and averages only 36 inches, so is the ideal place to enjoy the seaside. The south of the Llŷn is particularly mild, with the gulf stream ensuring that there are few frosts and little snow. The prevailing wind on the Peninsula is South-Westerly, and a feature of the Peninsula is the wind, but this ensures good sailing off the PeninsulaThe Llŷn offers a lot of activities. Apart from many established walks, there are lots of beautiful beaches within easy reach. For the wildlife enthusiast there are many things to see; sea-lions, Chough (Bardsey Island) and many other bird species. Sailing, fishing and diving are also popular in the area. Gwynedd County Council have recognised the opportunity for encouraging activity tourism in their emerging application for direct funding from WEFO to create a Sailing Academy on the Llŷn Peninsula at Pwllheli. This project will be complementary to the Sailing Academy project and its launch slip will enable the Sailing Academy to benefit from an alternative venue, whilst contributing to the needs of the North West Wales Spatial Plan and Gwynedd’s Coastal Strategy, by promoting the balance on the coast between tranquil areas and areas supporting a large number of people and a range of activity. Aberdaron is one of the areas selected for tranquil enjoyment, and the activities of the Sailing Academy would perfectly suit what is being developed within the Aberdaron project.

All of the above sets the scene for the perfect location for coastal tourism. What this project does is provide

excellent facilities for visitors eco-buildings access to and increase of the Wales coastal path wet-weather facilities sign-posting to other attractions on the Llŷn the National Trust leading as the project’s ‘champion’.

All of this supports regeneration of the tourism industry of the Llŷn and wider in Wales.

e) As stated in Section 2 above, this project will directly meet

the aims of Visit Wales E4G Coastal Project by developing a high quality attraction that brings people down the Llŷn Peninsula and inspires them to spend time enjoying the huge variety of coastline and important marine biodiversity of the Llŷn, with a focus on activity tourism, as well as the built and spiritual heritage of this special place

the needs of the Tourism Industry in Wales by building on the economic opportunities offered by the coastline and marine environment of Wales, whilst respecting its environmental quality and achieving community benefits

the aspirations of the Gwynedd Unitary Plan by offering a tourism product of the highest standard that is able to compete with other parts of Britain and abroad, focusing on the development of 'niche' markets involving the wealth of natural, historic and cultural resources found in Gwynedd.

the aims of the Tourism Strategy North Wales Action Plan 2010-2013 by and the Rural Development Programme

1. Actively marketing a new tourism destination on the Llŷn Peninsula via the National Trust that adds value to the Tourism Offer of N.W.

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Wales and, by investment, strengthen the presentation of the Llŷn as a tourism destination

2. Providing a quality product for visitors3. Supporting activities Visit Wales wishes to promote – activity

tourism, Green Seas (through quality beaches), 4. Providing quality information for tourists that will inspire them to visit

wider and return5. Training of front-line staff to provide a quality tourism information

service6. Help to create a cluster of attractions for visitors that will provide and

overall package of interest and support smaller attractions7. Develop a Centre of Excellence in the Region to grow the activity

tourism sector8. Invest to fill a gap in activity infrastructure according to the criteria

set out9. Help with the implementation of Coastal Action Plans in Gwynedd10.Help deliver the Gwynedd Coastal Package and nature

conservation/visitor infrastructure projects along the Gwynedd coast11.Enrich visitor experiences by strengthening the heritage and culture

offer, including establishing heritage/cultural trails12.Create innovative ways of community engagement that has

economic benefit13. Improving access to and management of a key Wales coastal area14.Promoting the tourism outdoor activities sector by investing in the

coastal areas of Llŷn15.Complementary links to the National Sailing Academy at Pwllheli16.Encourage local green transport contributing to Gwynedd’s Green

Arteries17.Encouraging use of the Wales Coastal Path with improved access

links

Visit Wales’ Green Seas Strategy The project will support the aims of the Green Seas Partnership and contribute towards the overall quality of beaches and their infrastructure in Wales.

Coastal Tourism Strategy for Wales

It also meets the aims of the Coastal Tourism Strategy for Wales in that the project meets the needs of higher value, year round coastal tourism that will boost the coastal economies and improve the quality of jobs offered by the industry. It will meet the demands of today’s visitor by providing a high quality offer that is in keeping with the focus of the area.

The coast attracts a higher proportion of long holidays compared to other typesof location, with 45% of seaside trips involving a stay of over 4 nights,compared to 37% of all trips to Wales. The Welsh Coast also accounts for nearly 40% of all tourism spend in Wales, which underlines the importance of enhancing and upgrading our coastal tourism areas.

Furthermore the project will deliver on popular holiday activities, as follows,

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Activities pursued by UK visitors whilst on holiday at the Welsh seaside3

Activity % of seaside visitorsWalking (under and over 2 miles) 69%

Adventure Sports (surfing, diving, kitesurfing,kayaking, climbing, windsurfing)

8%

Sailing 5%

Cycling 4%

Wildlife Watching 5%

Sea angling 6%

Shopping 16%

Visiting Heritage sites 21%

Visiting museums, art galleries and attractions 6%

Increases in statutory holiday entitlement to 28 days from April 2009 could lead to an expansion in the number of trips and nights spent away from home. The increase in the number of retired people as a proportion of the total population also supports the opportunities outlined in this project, with this sector having increased leisure time but possibly fewer resources, and thus more likely to holiday in the UK and, possibly, preferring to holiday out of peak holiday times.

The project also meets the growth in interest in personal health and fitness and in nature conservation which has been apparent over the last decade. These trends are likely to continue, reinforced by concerns about climate change reducing the likelihood for short (and longer) overseas holiday breaks.

The project also directly meets the most critical and crucial challenge of the 5 challenges outlined in Achieving our Potential – A High Quality Tourism Product. Tourism businesses which are most likely to succeed will be those that deliver a high quality experience to visitors, understand their markets and communicate effectively with them, invest in their products and staff and attract and retain a motivated and skilled workforce. The National Trust, as the largest independent tourism operator in Wales, understands and can deliver on all these points, as will the project in Aberdaron.

3 Coastal Tourism Strategy / Source: UKTS

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Furthermore, the Wales Coastal Tourism Strategy targets a key Strategy outcome as The Welsh coastal tourism offer appeals increasingly to the under 25 agegroup and AB socio economic groups. The AB socio economic groups are the main supporters of the National Trust and what the Trust stands for.

The project also directly delivers on the 2 key aims of the Coastal Strategy outlined below:

Aim: To achieve an integrated approach to the development and management of coastal tourism

Key outcomes• Local communities are actively involved in the management of the rural coast• Coastal resorts are managed and developed with the needs of visitors in mind• Local communities are involved in developing tourism in their area• Coastal communities/residents are not disadvantaged because they live in an area that is attractive for tourism• There is an increase in the number of Welsh residents participating in outdoor coastal activities

Aim: To safeguard and protect the environment and cultural heritage as a key resource for the development of coastal tourism

Key outcomes• Welsh coastal waters have the highest standards of water quality in the UK• The quality of facilities at Welsh beaches is recognised by the number of beach awards• Increasing numbers of visitors travel to and along the Welsh coast by sustainable means• Key coastal wildlife habitats and species are maintained• There is a balance on the coast between tranquil areas and areas supporting a large number of people and a range of activity• More visitors are coming to the coast to enjoy its wildlife, heritage and culture

North West Wales Spatial Plan

The project will also meet the aims of the vision for the North West Wales Spatial Plan area in that it will promote ‘A high-quality natural and physical environment supporting a cultural and knowledge-based economy that will help the area to maintain and enhance its distinctive character, retain and attract back young people and sustain the Welsh language’. The project will meet the all of the 5 key priorities

Building sustainable communities By providing economic opportunities at the tip of the Llŷn Peninsula that will help reduce out-migration and give opportunities to local people.

Promoting sustainable economy By responding to the opportunities offered for social enterprise and community economic development as income generators

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and employers. This is particularly true in the tourism sector. The project will also support and develop indigenous businesses and new and established sectors (e.g the commercial inshore fishing industry) which are vital to local economies.

Valuing our Environment By protecting and enhancing the region's outstanding scenery which has links to the tourism, leisure and hospitality sector.

Achieving sustainable accessibility through promoting green transport

Respecting local distinctiveness The National Trust is sensitive to the need to retain a sense of place; this underpins the Trust’s work and is set out in more detail in their strategy document – People, Places, Futures.

Working with Gwynedd Coastal/Marine Department, the National Trust will contribute to the aims of Zone 12 of the North West Wales Spatial Plan by restricting launching of speedboats and personal watercraft (jet-skis) from the new launch area created, thus helping to create Aberdaron Bay as a ‘quiet area’ which is safe for family enjoyment.

Additionally the project will help reduce the current isolation of the Llŷn Peninsula area.

Cardigan Bay Action Plan

The project also meets one of the key Action Points in the Cardigan Bay Action Plan, To improve Beach Access and Facilities at Aberdaron by joining a section of the all Wales coastal path and managing it to a good quality, and through the provision of information and activities to promote and increase the use of coastal access by local people and visitors.

6. Unique Sense of Place

Aberdaron, as outlined previously in this document, is a very special place. Not only has it retained an old-fashioned charm and is the archetypal small seaside resort that allows peaceful and relaxing holidays, but it is also a stronghold of the Welsh language, which is one of Wales’s unique assets. As stated above, the National Trust always respects the particular, unique sense of place of the different areas, towns and villages in Wales, and the development of this project reflects this. The project will only build on what is there, not destroy it. Particular areas of local distinctiveness will be realised as follows:

Local food products including fish and shellfish are promoted to visitors as part of the coastal tourism experience and initiatives developed in line with the Assembly Government’s Food Tourism Action Plan. This will be done both through the Trust’s links with the Llŷn Pot Fishermen’s Association and through the fresh fish shop that forms part of the project;The Trust will work closely with other key organisations involved in promoting coastal heritage through events, green transport links, etcA coherent approach towards providing information to visitors about the attractions, arts and heritage at the coast will be adoptedExcellent overall interpretation of coastal heritage will be provided

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Links will be made separately with the Rural Development Plan which will include development work on tourism, based on food, events, heritage and culture

The above are all ways in which the National Trust and Visit Wales, through this project, can meet the aims of many of the Welsh Assembly Government Strategies.

7. Community Support In developing this project, the National Trust has worked closely with local individuals and groups to assess their support for this project. (See Section on Development, Page 4). The project has been developed with local need in mind, as well as ensuring that there is no displacement. Local opinion welcomes this opportunity. The Community will continue to be involved with the development and delivery of the project in various ways. For example, the design of the building will be chosen by a Stakeholder Group set up by the National Trust. Members of the Group will be from the local community, including the local Planning Officer, as well as officers of the National Trust. The chosen design will be the subject of a competition for architects to design a building to a brief from the National Trust. A public meeting would be held to get feedback from the wider community about the design preferences. The Stakeholder Group would then select the favoured design. This will create innovation, community involvement, and local excitement in and for the project4.

8. Definition of a Tourism Centre of Excellence

A Tourism Destination with one or more thematic strengths – Trust in Aberdaron will provide a Tourism Destination that focuses upon the marine and heritage attractions of the Llŷn Peninsula. This will be done to improve the visitor experience; extend dwell time; sustain the local economy and, thereby, the local community; define and respect the sense of place that Aberdaron offers to visitors; creates a quality tourism product, that is available all year and supports wet weather requirements; links the project with other tourism providers on the Llŷn Peninsula; introduces ‘green transport’ to the Peninsula; encourages participation in the growth activity tourism market. Furthermore, every element of the project will be delivered to a high quality, with no detail left unscrutinised. With this project the National Trust can deliver something special for Visit Wales and Wales, that everyone from politicians to the local community will take pride in.

9. Please see above (Section 5) for what contribution the project will make to other related programmes.

10. Please see Development Section, page 4, for details of consultation with stakeholders. We confirm that all those consulted are enthusiastic about the proposal and wish it to happen.

11. The project will be based, managed and delivered in Aberdaron, located at the tip of the Llŷn Peninsula (see attached location plan).

12. Target beneficiaries include visitors to Wales, both from UK and abroad; the local community of the Llŷn Peninsula, and the wider community of North-West Wales; other tourism operators on the Llŷn Peninsula and North West Wales, as it expands and adds to the tourism offer of the area; Visit Wales and the

4 Examples of designs for National Trust visitor ‘hubs’

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Welsh Assembly Government, in that the project will deliver key Assembly aims and strategies; and the people of Wales, in that this will be a unique and delightful project that people can take pride in.

13. Innovative aspects of the project include:

A carbon-neutral building to house an all-weather, all-year attraction Virtual tours of the area in the new building Inclusion of local businessmen in the design of the project; (local hoteliers,

commercial fishermen, shop keepers) A re-creation of the seaside holiday much loved by the British public Encourage local green transport on the Llŷn Peninsula Educational opportunities based on the environment A focus on the important marine environment that surrounds the coast of

Wales

14. Contribution to Assembly Strategies

This is an exciting project that capitalises upon natural, designed and built assets, combining all three into a venture that, with capital investment, will have strong economic potential. In the rationale of the Convergence Programme, Priority 4 (sub paragraph 4.122) highlights that The physical and natural environment of West Wales and the Valleys also presents impressive economic development opportunities. The region is rich in diversity and has dynamic land, coastal and inland water habitats. ………… These environmental assets are also useful for enjoyment and can significantly influence tourism and the quality of life. Encouraging more people to use the countryside and coastal areas provides opportunities for creating new businesses and for encouraging existing businesses to improve the quality of the products and services on offer. The project will also contribute towards the Assembly’s commitment to create the conditions necessary for people to lead healthy lives, and it is recognised that Leisure and Recreation activities make an important contribution to local amenities and healthier lifestyles, and the Assembly is committed to increasing the number of people who use the natural environment for physical activity and enjoyment. Further, it is recognised that the tourism and leisure industries depend upon a high quality environment for their success. Inward investment is also encouraged by a high quality environment.

Thus it is clear that the project will make a key contribution towards the environmental, economic and social benefits. It meets the following W.A.G. strategies in a variety of ways: Wales, A Vibrant Economy; The Environment Strategy for Wales; The Wales Spatial Plan; the Business and Environment Action Plan; the Environment Strategy for Wales; the Integrated Coastal Zone Management Strategy for Wales; Designed for Life; The National Tourism Strategy for Wales ‘Achieving our Potential’ and the Coastal Tourism Strategy.

Fit with Operational Programme Document The project builds on its natural assets, both heritage and environment, to help make West Wales and the Valleys a vibrant, entrepreneurial region at the cutting edge of sustainable development, by investing in the Llŷn Peninsula to create a tourism Centre of Excellence based on the much-loved seaside holiday, but with a wet weather and year round facility.

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It exactly meets the aims of Priority 4, Theme 3, by enhancing and protecting a significant part of Wales’ natural maritime environment and thereby increasing the economic potential of the environment, without damage to the very environment that supports this project.

It meets each of the indicative activities set out under the Theme,

It enhances and improves the attractiveness of a significant part of the heritage of Wales and the biodiversity dependent upon this

It increases the physical infrastructure to enhance Aberdaron as a tourism destination

It increases access to coast and countryside on foot or by bicycle, and by shuttle bus

It creates economic benefit and job creation

Management and Delivery

In this section please explain how the proposal is to be organised managed and delivered. Specifically provide or address the following:

Proven track record of delivery

With the help of Structural Funds, the National Trust has delivered major projects under the Objectives 2, 3, 5b and 1 Programmes.

In the Objective 1 Programme the National Trust delivered projects ranging in total cost from £400,000 to more than £7m. National Trust projects brought economic benefit to Wales through a variety of funding streams, including European Regional Development Fund, European Agricultural Guidance and Guarantee Fund and Financial Instrument for Fisheries Guidance.

Some of the major projects are considered as exemplars, for example, . Safeguarding Dinefwr Park’s Unique Environmental Heritage 55842

(EAGGF – 5.7) Porth Meudwy Harbour Facilities and Improvements 55296 (FIFG) Ysbyty Ifan Mill 54350 (EAGGF – 5.4 Spatially Targeted).

Organisational Resources for the Project, etc.

The National Trust is a large and diverse organisation, with the necessary structure to deliver complex projects. The Trust in Aberdaron project will be able to call on the following areas of expertise within the National Trust’s structure:

The Buildings Department of the National Trust, including the Buildings Manager Wales, the Senior Buildings Surveyor for North Wales, Buildings Surveyor Environmental Compliance.

The Environmental Practices Adviser and Land Use Planning Advisor

The designated Property Team, including the General Manager, the Property Operations Manager and Area Warden, as well as supporting staff, e.g.

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Administration, Business Development Manager support.

The National Trust’s Accounting Unit (TPU), its Finance Department Wales, including the Finance Planning & IS Manager Wales, the Financial Analyst.

The Grants Manager and other members of the MSD Department, including the Community, Learning and Volunteering Manager; Communications and Marketing Manager; and others in the Team as necessary.

An organogram of the Wales Management Staff Structure and the Buildings Team is attached as an Annexe.Project Management

The project will be managed by a Team that includes the necessary skills (as set out above) and led by a designated Project Manager, who reports to the General Manager. It will be the Project Manager’s responsibility to deliver the project as set out in this plan, to time and to budget, drawing on and working with the other members of the Team to ensure that the professional expertise is brought in when necessary to deliver a project of the highest quality and standards. The Project Manager will be responsible for ensuring that the General Manager is kept aware of the project’s progress. In coordination with the National Trust’s Finance Department in Wales, the Project Manager will be responsible for keeping the project’s accounts and undertaking the grant claims to profile and timetable. The Project Manager will also be responsible for notifying Visit Wales and the General Manager of any variation to the delivery profile. Audit and procurement compliance will also be the Project Manager’s responsibility.

Organogram of Project Team is attached as an Annexe

Delivery Profile

Is attached as an Annexe

Tender Specifications

Draft tender specifications for the project’s elements will follow.

Procurement Arrangements

The National Trust’s Procurement Rules are compliant with EU Procurement rules (copy attached – as an Annexe).

‘Green Environmental Systems’

The National Trust is working hard to improve its carbon footprint in Wales. Specific staff have been appointed for this work - Environmental Practices Adviser and Environmental Coordinator, and areas being looked at include:

Green Dragon Environmental Management Systems in all directly controlled operations, e.g. buildings that house catering/estates.gardens/visitors services, as well as shops, tearooms and holiday cottages in Wales. The National Trust has now achieved Green Dragon Level 2 across all its properties in Wales.

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The Trust is working collaboratively on R&D with Dwr Cymru, Dee Valley Water and Severn Trent to ascertain water consumption/water metering and water reduction strategies.

Also working with Npower to deliver awareness and specific training at properties.Smart metering is being developed in partnership with telemetry metering supplier to install pulsed meters and data logging equipment at all NT properties in Wales that consume more than £2,000 worth p.a. of electricity, water or gas.Working in partnership with Arena network to develop and deliver an Environmental Management System for all directly controlled properties (See Green Dragon).

Environmental risk management initiatives - Green Dragon EMS = see above with individual reviews to ascertain environmental impact assessment and compliance issues.Wastebroker company - trial in place at 2 Wales properties (Pembrokeshire and Penrhyn) to ensure cost effective, compliant storage and disposal of wastes. Information from these will advise the work and future management of ‘Trust in Aberdaron’.

The National Trust will work to ensure that the project has the lowest possible carbon footprint by designing the Information Centre as a carbon-neutral building; the use of green transport; and by working to ensure that every step of the project is examined to reduce adverse environmental impacts.

Active Involvement of others, including the third sector, in planning and delivery

The National Trust, as a Registered Charity, is itself a 3rd Sector organisation. The National Trust will work with other Wildlife and Charitable Trusts in the design and delivery of this project, including

Ymddiriedolaeth Ynys Enlli / Bardsey Island TrustNorth Wales Wildlife TrustRSPBLlŷn Pot Fishermen’s AssociationOriel Plas Glyn-y-Weddw

Tourism organisations, including Aberdaron Tourism Associationm Abersoch & Llŷn Tourism Partnership and North Wales Tourism Partnership

With the community, both directly and through Cyngor Cymuned Aberdaron.

With local hoteliers, e.g. Ty Newydd, Aberdaron, and other of the local businesses.

The Trust has also consulted with Gwynedd County Council, Econ & Cymuned, the Llŷn Regeneration Officer, Cymunedau Cyntaf (Communities First) the Llŷn AONB Officer, Countryside Council for Wales, and the Llŷn Landscape Partnership (HLF funded).

The National Trust’s intention is to work closely with the above and others delivering tourism and caring for the environment on the Llŷn, to ensure that the

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maximum benefit is derived from partnership working, including in the information that this project will provide for visitors. The National Trust recognises that there is enormous benefit in working closely in partnership and has experience of doing so, e.g. the Nantgwynant Project with the community, wildlife organisations, statutory authorities, local businesses; and the Dinefwr project, with the community, the Wildlife Trust, statutory organisations, the local authority (T.A.Y.O. project located in Dinefwr), local artists, local businesses, etc.

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Supporting Documentation includes: Job descriptions and person specifications of any personnel directly funded by

the proposal including a champion for the scheme Tender specifications to follow Procurement procedures & strategies (Annexe) Recruitment procedures (available on National Trust Web Site –

www.nationaltrust.org.uk)

Need and Demand

In this section please explain what evidence there is to demonstrate the proposal is responding to evidence based current market needs and also to specifically include the following:

Research

It is recognised that Wales’ environment is a unique asset which can influence both tourism and the quality of life, and the economic benefits that the environment can bring, both from tourism, business location/creation, with additional value generated by encouraging physical activity and thereby helping to meet the health agenda.

There is increasing public interest in our environment and how each and every one of us can help reduce our impact and, thereby, help sustain this fragile resource. There are even web sites promoting ways of reducing the carbon footprints of our holidays.

Growing concern over climate change, linked with the knowledge that a significant  part of the UK’s carbon emissions are from transport, with air travel making a growing contribution to CO2 emissions, (currently accounting for around 6% of the UK total) is influencing many people to holiday closer to home.

There is also a growth market for quality, short-break family holidays, as well as an expanding market for AB socio economic groups looking for relaxing holidays in beautiful surroundings, with opportunities for walking, cycling, etc, out of the peak holiday season.

The project will deliver on the need or higher value, year round coastal tourism with a quality offer that meets the demands of tourists in the 21st Century.5 The aims of this project will help deliver the Wales Coastal Tourism Strategy.

Ethical tourism is also becoming much more to the fore of public concern. Many websites include information on how we can ensure that our holiday does not have adverse impacts on the environment, the communities and trade.6 The design of the project will take into account ways in which we can ensure that the tourism offer in this project is ethical, sustainable and reflects local need.

5 Coastal Tourism strategy for Wales6 Royal Geographical Society – Ethical Tourism

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Additionally, the National Trust has taken into account feedback from the local community; the car park closing at 7pm (even during the peak summer months) means that the hotels and restaurants in the area are losing out on evening trade, as there is no other areas where a large number of cars can park. When considering buying the car park and its associated buildings, the National Trust saw this as an opportunity of meeting a local need and upgrading the tourism offer in Aberdaron, whilst at the same time creating a tourism destination where currently one does not exist. We will also be considering establishing a Residents’ Permit for local people to park free for up to one hour to enable them to do their shopping at the nearby village store. This will be a great benefit to the community, as the few parking spaces next to the store are continually used up during the summer season.

In developing Aberdaron, the National Trust is also developing Zone 12 of the North West Wales Spatial Plan in a way that is complementary to the area.7 In particular the Trust will work closely with Gwynedd’s Coastal and Marine Department to help create Aberdaron Bay as a quiet area through restricting the launching of speedboats from the new launch site adjacent to the car park.

The National Trust is also in close contact with the Countryside Council for Wales over their plans for Aberdaron.

In designing and developing this project, the National Trust is able to draw on significant experience of other, similar projects it has undertaken across Wales. Many of these have directly involved local communities (Nantgwynant, Ysbyty Ifan and Ganllwyd), all of them have respected the Sense of Place as well as the environment (for example, Dinefwr Park historic landscape restoration and the developing Stackpole project) and all of them have contributed to and supported the local and wider economies of Wales. Socio Economic impact studies undertaken of both the Nantgwynant Integrated Land Management Project and the Llanerchaeron project demonstrate that these projects have contributed significantly to the local economy, both whilst the project was being delivered, and subsequently, as well as creating a skills legacy. For example, it was identified that the Objective 1 funded Nantgwynant project generated more than £2m, or 5% of local GDP, at its peak.8

Another tranche of research undertaken by the National Trust looks at the economic impact of the coastal and marine environment of Wales9. This found that The richness and diversity of the coastal and marine environment of Wales is vital to the economy of Wales supports 92,600 jobs produces a total income of £6.8b generates £2.5b GDPIt also found that there was a strong interdependence between economic development and environmental quality.

This project will add value to what already exists without displacement.

There are:7 North West Wales Spatial Plan8 Valuing Our Environment Suite of Documents9 Economic Impact of the Coastal and Marine Environment of Wales

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no Centres of Excellence anywhere else in the area no central information point in the area no other Eco-Buildings in the area no other car parks in Aberdaron, and no areas where a large car parking would

be possible no holiday apartments similar to the National Trust ‘market’ available

Additionally, the 3 retail outlets which form part of the project – One will be for wet-fish and will be managed by the local Llŷn Pot Fishermen’s Association in collaboration with Aberdaron Seafoods; Another will be for ice-cream and teas and will be let to a local business and the final one with be a National Trust shop, so there is no displacement there.

Local provision of a green transport shuttle bus link to Plas yn Rhiw and other popular destinations, will be complementary to the Abersoch Summer Shuttle Bus (GrabaBus), and will not duplicate its provision. Additionally it will create a further opportunity for local entrepreneurship and income generation. Cycle hire and the provision of the shuttle bus will be let to a local transport provider. Thus, clearly, there is no duplication of provision or displacement; conversely, there is opportunity for additional local economic benefit.

Furthermore, visitors to Ynys Enlli / Bardsey Island depart from Aberdaron or, in fine weather, from nearby Porth Meudwy. Currently there is nothing to enhance the visit of those going to Enlli while they wait. Furthermore, because visitor numbers to Enlli are limited for environmental conservation reasons, there can be a long waiting list of people wishing to go there, so long that some may never get there. Due to bad weather, crossings have to be cancelled at short notice very frequently, causing disappointment to passengers. To help compensate for this, part of the interpretation of the Centre of Excellence will focus on a ‘virtual tour’ of Ynys Enlli. This will also have the benefit of providing something for those visitors booked to go to Enlli but unable to travel because of the weather conditions.

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Options for Delivery

In this section please demonstrate that you have considered a range of options to address the issues and activities covered by the proposal including options to maximise the inclusion of the cross cutting themes of equal opportunities and environmental sustainability. Specifically provide the following:

Options Analysis

The National Trust has been developing this project for 2 years. During this time, the Trust has agreed purchase terms with the Owner and has had time to assess

what is currently happening in the car park and the adjoining holiday lets

current provision in the village, e.g. shops, cafés, hotels, public houses and restaurants

what needs to be done to place Aberdaron ‘on the map’ as a key coastal tourism Centre of Excellence

Resulting from this, the National Trust has undertaken an Options Analysis to inform the Trust in Wales and Centrally of the opportunities that this project offers.

1) Option 1 - The Do Nothing Approach.

2) Option 2 – The owner sells to someone else

3) Option 3 – The National Trust buys the property but has insufficient funding to create a Centre of Excellence and to upgrade the rest of the offer

4) Option 4 – That the National Trust buys the property and, with the input of a grant from Visit Wales, upgrades the facilities to create a Coastal Centre of Excellence and associated accommodation, economic opportunities, etc.

-o-0-oOption 1:

The National Trust does not proceed with this project or the purchase of Henfaes, Aberdaron. If this happens then a significant opportunity to promote key tourism markets in Wales will be lost. The beautiful Llŷn Peninsula, the entirety of which is not well known to tourists, will continue to be developed in a piecemeal and unsustainable way. The local community in this deep rural area will continue with rural isolation, and economic and job opportunities will be lost.

Option 2:

The owner of Henfaes sells to someone other than the National Trust. Because the owner is keen to sell, this is a real possibility. This could result in little or no

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development of the area that is the subject of this proposal, with the resulting continuation of a ‘something and nothing’ situation. There would be no guarantees that the new owner would consult locally, and the security that European grant aid brings to ensuring that displacement does not occur would not be there. The quality of delivery that the National Trust can bring to developing and delivering projects would also not be there. Again, there is no guarantee of job creation.

Option 3:

The National Trust purchases Henfaes and runs it much as it is now, with the accommodation being let as rented accommodation and insufficient funding to create the Centre of Excellence. This is probably not an option, as the Trust is unlikely to proceed with the purchase unless it is able to create something unique and worthwhile through the acquisition. The lack of funding would mean that the economic opportunities and job creation outlined in this proposal would be lost.

Option 4:

The National Trust purchases Henfaes and, with the help of the Visit Wales funding, turns it into a Coastal Centre of Excellence, and creates a real driver for tourism in Wales and, particularly, one of the remoter parts of Wales that is in need of investment. The project envisaged will create

employment economic benefit environmental good practice community and visitor benefit partnership working sustainability other opportunities to build on in the future

It will meet the aims of the Spatial and Local and National Welsh Strategies, and provide something that will be worthwhile for Wales and its economy.

The scored analysis below shows that Option 5 is the preferred Option for the National Trust and that it scores significantly better than the other Options on each of the analysed topics.

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Options Analysis

Benefits Sustainability* Visitors Increase Jobs Created Environmental Sustainability#

Equal Opportunities

Income Generated

Option 1 1 No - unlikely No No eco-buildingNo green transport

2 Likely to decrease

Option 2 1 No - unlikely Unlikely Unlikely 2 Static at best

Options 3 2 Possibly by a small margin

because of NT ownership

1 at best No change 3 Small increase to reflect NT visitors, but many may be members, so no

significant increase in income

Option 5 5 Yes, as Henfaes becomes a

destination for visitors

7 directly + 128 indirectly

Yes, through new infrastructure

5 £250,654 by 2012

* - Given as a Score of 1 to 5, with 1 being the least and 5 being the greatest# - Given as a Score of 1 to 5, with 1 being the least and 5 being the greatest

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Outputs and Results

In this section please quantify the outputs and results that this proposal will deliver, including targets outlined in the programme specific to the cross cutting themes of equal opportunities and environmental sustainability. What evidence is there to demonstrate that the proposal will deliver measurable and achievable outputs and results against indicators? Outputs and results must be:

Indicative Activities

The project will directly meet the following indicative activities as set out in the Programming Document for Priority 4, Theme 3:

Enhance and improve the attractiveness of existing natural and man-made facilities, including the development of centres of excellence:

1) Henfaes, Aberdaron will be converted into a Centre of Excellence that interprets the beauty of the natural environment of the Llŷn Peninsula and directs people visitor attractions in the area.

2) Improve the appearance of what currently exists at the Car Park by a) Building a carbon-neutral visitor building as the ‘visitor hub’ to inform about the opportunities Llŷn offers; b) Converting the other small, currently unused buildings to create 3 small retail outlets; c) Upgrading the existing holiday accommodation to the standard expected by tourists in the 21st Century; d) Creating 4 timber Beach Huts as a location for local activity tourism providers (kayaking, surfing, etc)

3) Ensuring that Aberdaron becomes a key location for visitors going to the Llŷn Peninsula; currently there is nothing to encourage the visitor further West than Pwllheli.

4) The ‘hub’ at Henfaes, Aberdaron will be of sufficient interest and quality to be a) an attraction in its own right; b) a wet weather and year round attraction.

Physical infrastructure that will bring economic benefits, such as cycling and walking trails for recreation, with ancillary services and facilities:

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1) Currently access from the car park to the beach at Aberdaron is difficult with no direct access. The project will not only create direct access to the beach from the car park, but will provide an additional 500m section of linking coastal path. This will contribute towards the W.A.G. aim of a continuous coastal path round Wales by 2010.

2) A launch site for boats will be provided as part of the project, so that boats can be taken directly from the car park to the launch site, without having to go round by road. However, in compliance with the Spatial Plans desires, the launch site will be restricted from use by power boats. This will contribute to Aberdaron being a place for quiet, safe family enjoyment.

3) The Beach Huts will be locations from which activity tourism providers can operate. Many such operators need a locus at strategic coastal sites where they can gather people to teach the visitor or to hire out equipment and advise them.

Initiatives such as coastal footpaths, as well as other routes, that will provide improved access to the coast and countryside and that have significant economic benefit:

The Car Park and adjoining piece of land that forms the basis of this project will provide direct safe access from car park to beach, and will have the additional benefit of joining 2 pieces of the coastal path to be accessible for all tide conditions. Currently it is not possible to do this at high tide, and the walker has to make a large detour to reach the next piece.

Developing the potential for sustainable recreation and economic activity linked to the natural environment, e.g. around important conservation and Natura 2000 sites

The marine area around the Llŷn Peninsula is an S.A.C., the Pen Llŷn a’r Sarnau S.A.C. The marine environment of this S.A.C. is of great importance and Cardigan Bay, which the Llŷn Peninsula borders to the North, is famous for its sightings of dolphins, etc. The importance of the marine environment will be emphasised in the Visitor Centre in many novel and interesting ways, including virtual tours.

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INDICATORS

What Outputs will be achieved by the proposal? Estimated number to be achieved

Initiatives developing natural, urban, historic environment

1

Managed access to countryside or coast 1 kmEnterprises assisted 3 directly and

more indirectly

What Results will be achieved by the proposal?

Visits 65,000 additional visitors (61%) and extended stays

Investment induced Jobs created 7 directly 128

FTEs indirectly

Impacts

The project will be baselined at its commencement in terms of the Outputs and Results given above and a report at the project end, and then 3 years on, will be undertaken to assess and publish the project’s Impacts.

However, the design of the project and the Outputs and Results anticipated means that the project will deliver all the Impacts outlined in the E4G Coastal Tourism Guidance, which are directly aligned to Priority 4, Theme 3:-

The project will

Increase the overall value of the local tourism sector Enhance the profile of Wales as a destination and coastal activity area Improve the social and economic vibrancy of coastal communities (and of deep

rural communities, as is the case with Aberdaron) Create economic growth and employment

In addition to the Outputs and Results shown above, the project will also have additional positive effects as follows:

reduction in use of fossil fuels incorporation of energy saving building techniques

Both of which are results contributing to Priority 4, Theme 1.

Additional to the Direct Economic Benefit outlined above, the project will also generate Indirect Economic Benefit from the additional visitors attracted, coupled with lengthened visitor stay. This in turn generates indirect Jobs Created. A calculation of this is given below:

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Indirect Economic Benefit

Tourism – Economic Impact

Over the last 2 years, parking receipts of 30,000 cars per annum have been recorded on average. Taking this as our baseline figure, and using an average of 3.5 visitors per car, the average visitor numbers to Aberdaron who use Henfaes Car Park, are 105,000 per annum. We anticipate that the investment into this project, with the facilities offered coupled with the National Trust brand, will raise these figures by 61% by the end of the project, as well as lengthening visitor stay and attracting more return visits. These are conservative figures and take into account the weather ‘factor’. Based on the National Trust’s return from other car parks on the Llŷn Peninsula, it is likely that these will be exceeded, especially in a year with good beach weather.

The results shown below are based on the figures quoted in the Welsh Tourism Economy – First Results from the Tourism Satellite Account 2000, Welsh Economic Research Unit, Cardiff University, 2004.

Day visits 10

@ £25/head 11UK Tourists 12

@ £148/headOverseas Tourists 13

@ £250/headTotal income generated indirectly

Current Position105,000 visitors per year14 £1,750,000 £3,108,000 £3,500,000 £8,358,000

Position by the end of the Project170,000 visitors per year £2,833,350 £5,032,000 £5,666,750 £13,532,100

Uplift in economic benefit + £5,174,100FTEs supported per £1m exp 15 128 FTEs

10 Two third day visits11 All figures taken from Welsh Tourism Economy – First Results from the Tourism Satellite Account 2000, Welsh Economic Research Unit, Cardiff University, 200412 60% of the one third 13 40% of the one third14 Based on an average count of 30,000 cars per annum over the last 2 years, taking an average of 3.5 people per car15 Based on £40,450 required to support 1 FTE

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Cross Cutting Themes

1) Environmental Sustainability and Reducing Negative Environmental Impacts

General: The National Trust is the foremost independent conservation and tourism organisation in Wales. The National Trust is a registered charity, whose purpose is to protect places of historic interest and natural beauty. Established in 1896, the Trust has more than 100 years of experience of undertaking this work and, nationally, cares for more than 617,000 acres of countryside, 709 miles of coastline and more than 350 buildings and gardens of outstanding importance and interest. The National Trust is well used to working in partnership and, in the case of this project will continue to work closely with other providers, the Countryside Council for Wales and the National Trust’s own Environmental Practices Adviser to ensure that the environmental sustainability of this important landscape is sustained.

Not only have all the potential impacts of the project been discussed and investigated, but the impacts of climate change and rise in sea levels have also been taken into account.

The National Trust is well used to managing large environmentally important areas to ensure that the important habitats and wildlife these support are not damaged. In the case of the Llŷn Peninsula, the National Trust works closely with other wildlife and conservation organisations to ensure an holistic approach is taken to environmental management at its sites.

It is the fantastic coastal scenery and the chance of seeing the rare marine and coastal wildlife that attract people to the Llŷn Peninsula. The project will build upon that opportunity without prejudice to this fantastic asset for Wales and, thereby, with the help of Convergence Funding through the Visit Wales Sustainable Coastal Tourism Project, create a marvellous attraction that will create jobs both directly and indirectly, and safeguard an important part of the heritage of Wales for ever for everyone.

The National Trust has just achieved Green Dragon Level 2 across all its properties in Wales, and will continue to strive to reduce its carbon and waste footprint across Wales, as a key priority of its Business Plan.

Specific ways of reducing the carbon footprint for this project are the following:

1) The new eco-friendly Visitor Hub will be designed as a low carbon building 2) Encouraging local provision of Green Transport to other Trust properties and other attractions on the Llŷn underpins this project

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3) A full audit of energy, water and waste has been carried out on all aspects of the project as part of the process of Green Dragon Level 2 compliance4) The site will be smart metered (AMR) linked to gas, heat, electricity and water consumption to demonstrate management, profiling and optimisation of use of waste recycling facilities in terms of food waste, composting (meeting all regulatory requirements), etc. 5) Water pressure management though regulation and urinal controllers6) A site specific energy management strategy will be developed for the site7) The site will be subject to annual review from the Wales Environmental Coordinator to ensure optimisation of energy, water and waste8) The National Trust will develop a carbon management strategy which will include carbon budgeting for each management unit for the project

2. The project will meet the six objectives of the Environmental Cross-Cutting Theme as follows:

Objective How the project will meet thisReducing emissions of greenhouse gases to help limit the extent of climate change and help to adapt to its effects

Through base-lining and review of maintenance and housekeeping, we are able to establish targets and goals to assist us in the selection of optimal upgrade initiatives. This will include improved efficiencies through the new-build outlined in the project, as well as the conversion of the fabric of existing buildings and systems as well as use of non-fossil fuels to complement alternative sources of heat generation.

Promoting sustainable transport The National Trust will encourage local provision of shuttle buses that will operate between the project site and National Trust and other attractions on the Llŷn Peninsula, thus reducing carbon emissions and the amount of traffic on these local roads. As part of the project’s continuing development, the National Trust will work with the Gwynedd County Council and other tourism providers to optimise on the green transport links between attractions on the Llŷn. Bicycle hire will be available, with visitors encouraged to explore the area using this facility

Promoting the efficient use of resources All aspects of waste management will be explored. Additionally, the National Trust always tries to buy as much locally as possible, e.g. building supplies, and reuses materials whenever practicable.

Promoting the sustainable management of How the project will be safeguarded and managed to ensure an appropriate

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the land, sea and inland waters balance between social, economic, environmental and wildlife factors is covered in various parts of this Business Plan, including above in this section.

Improving the quality of the local built environment and opportunities to access green space

The existing holiday lets and buildings in the car park are in great need of refurbishment and renovation. The project will renovate the buildings, using as many ‘green’ building techniques as possible, to provide the quality of tourism offer expected by visitors in the 21st Century. Additional, safer access to the beach will be created as part of the project. This access will also link 2 key sections of the Wales Coastal Path. The new-build Visitor Centre will act as a ‘hub’ for visitors to radiate out into other areas of the Llŷn Peninsula.

Minimising the risk of pollution and other environmental hazards thereby safeguarding the health of communities and the environment

The project will reduce the site’s current carbon footprint, as well as reducing pollution through encouraging the provision of ‘green’ transport. Responsible waste management is a further important aspect of the project. Finally, by encouraging people to enjoy recreation in a beautiful, unpolluted environment, the project will provide additional health benefits.

2) Equal Opportunities and Gender Equality for Women and Men16

The National Trust complies with all aspects of the Disability Discrimination Act, not just at its built properties, but at its Open Space properties. Further information on this can be found at http://intranet/intranet/i-yne-attach_2_rm_14_nov_05.doc. All aspects of this project will be DDA compliant.

The National Trust will ensure that equal opportunities for all, regardless of gender, race or ability, to enjoy and learn about the marine environment cross. The project is designed to provide these opportunities, through

integrated accommodation that caters for people of all ages and abilities in the Holiday Accommodation the provision of ‘virtual tour’ interpretation, that will ensure that all people can learn about places that may not be easily

accessible, e.g. Ynys Enlli footpaths accessible for people of all abilities opportunities to learn through volunteering, regardless of ability

16 The National Trust’s Environmental and Equal Opportunities policies are attached as Annexes.

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the opportunity to learn and discover in a relatively new field of interest – the environment employment opportunities resulting from the project for people of all abilities, both genders and all races the National Trust has a Welsh Language Policy, and all information is provided bi-lingually

In addition, the project addresses the following elements set out in the Equal Opportunity Guidelines:

Support for actions which are developing or improving good practice in the area of equal opportunities policies and practices:This project has been developed with considerable emphasis on local needs, fed into the project by local people. The National Trust is leading on this project, but its foundations are firmly rooted in the local community. An example of this is the provision of a wet fish stall in the car park that will be run by members of the Llŷn Pot Fishermen’s Association, (a local group of commercial fishermen operating from the Llŷn Peninsula).Support for mechanisms which encourage partners to adopt equal opportunities and practices: The National Trust fully supports the principles of equal opportunities and will encourage other partners in this project to adopt these practices. Indeed, the National Trust would not be able to support or encourage enterprises or projects that did not comply with equal opportunities practices.Support for actions which encourage businesses to positively explore a more diverse workforce: There no restrictions on employment in connection with this project. However, the emphasis of employment in relation to this project would be on the employment of local people. This is particularly important in deeply rural areas like Aberdaron, where not many employment opportunities exist. As will have been noted in Paragraph 1, Background, there is a high dependence on self-employment on the Llŷn Peninsula, which reflects the scarcity of employment opportunities.Consultation/involvement/participation of local groups and the opportunities to feed in comments and possibly influence the design of proposed activities: The letters of support for this project indicate and confirm the involvement of the community in helping to design this project.Opportunities for local people/groups to participate in committees/management and the design making process: The National Trust will continue to work closely with local people/groups in the delivery of this project, and once established. This will be carried out along the same lines as that used for the Nantgwynant Integrated Land Management project.Open and fair recruitment systems including positive targeting of under represented groups: The National Trust has an open and fair recruitment system, which can be accessed at http://intranet/intranet/i-hrl-feature/i-hro-pug_index/i-hro-pug-policies_p_to_r/i-hro-pug_recruitment_and_selection.htm. In terms of this project, the most likely under-represented group will be first-language Welsh speakers. When appointing personnel, the National Trust undertakes Personal Development Plans and regular Personal Development Reviews, where all aspects of training, including mentoring, job shadowing and secondment, can be included if appropriate.

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Accessibility of literature/publicity/information including font size and design, language, images and targeting: All literature is produced bi-lingually, in compliance with the National Trust’s Welsh Language Policy. Where appropriate, other disabilities will be taken into account, with large lettering, etc.

A system which supports flexibility being built into the working environment for employees at key times, e.g. parental leave, carers leave:Please note the National Trust’s policy http://intranet/intranet/organisation/organisation_structure/structure_directorates/i-hrl-feature/hro-feature/i-hro-pug_index/i-hro-pug-policies_p_to_r/i-hro-pug_parental_leave.htm The National Trust is also flexible with employees over temporary change of hours, flexible working, unpaid leave, careers break, etc, and these (and more) may be negotiated with the individual’s line manager.Varied activities which break down attitudinal barriers and increase participation: The National Trust can create a career path for individuals to suit their development and aptitudes. There are no attitudinal barriers within the National Trust and no barriers to participation.

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Financial Profile

In this section please justify the forecast expenditure and show how estimates have been built up to support the information contained in your delivery plan.

Cost Breakdown Prelim. Costs

Acquisition CostsHenfaes and Porth Simdde £1,862,550

Capital Costs:New “BREEAM Excellent” carbon-neutral visitor centre building (including professional fees to cover architect’s fees, M&E, structural engineer, CDM, clerk of works, planning and building reg fees)

897,500

State-of-the-art audio-visual system 73,000Interpretation 34,200Refurbishment of main house as 2 s/c flats 102,520Refurbishment of ‘cottage’ as s/c unit to sleep 4 31,570Tanking/Fire & Noise regulation works 65,000Provision of wood pellet boiler system for house 80,000Adapt outbuildings and provide of 2 kiosks 53,060Kit out shop, ticket office and information area 10,400Provision of 4 timber sheds for activity providers 6,550Cycle Racks and picnic benches 1,500Pay and Display System 5,000Resurfacing Car Park and entrance slipway 7,500Improved signage 3,000Footpath work and access furniture 24,500Boundary work 5,000Monitoring and evaluation 24,700Total capital costs 1,425,000

Revenue Costs:Appointment of a Project Manager for 3 years @ £30,000 p.a. plus £10,000 on Costs 100,000

Total Project Costs £3,387,550

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Financial Package

In this section please show how the proposal will be funded.

This section to be completed in the Financial Profile section of the attached Application Pack. Attached.

The National Trust confirms that the match funding required for this project has been secured and is available pending confirmation of the project’s support by Visit Wales.

Sources of Funds Total Eligible Cost StatusApplicant’s own funds(Public Sector) £1,862,550

Confirmed by the National Trust.

Visit Wales grant requested £1,525,000 Pending

Total Project Costs £3,387,550

Supporting Documentation: Financial statements (last 3 years) Audited Reports and Accounts link: http://www.nationaltrust.org.uk/main/w-trust/w-thecharity/w-thecharity_our-present/w-how_we_are_run/w-annual_report_accounts-2.htm Confirmation of any match funding See above. By signing this document we

are signing up to providing the match funding. However, if you need a separate letter, do let us know.

Evidence supporting any credit arrangements N/A

Financial Package

A 10-year projection of income and expenditure deriving from the project is provided below under VFM. The assumptions made in this projection are based on experience; market analysis; research and current and predicted trends.

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Value for Money

In this section you will need to explain the extent to which your proposal will deliver positive benefits proportionate to the investment sought. It is important to explain the relationships between the proposal’s costs and its indicators.

Our experience with other large projects underpins the fact that the Henfaes project, as designed, is likely to create the same value for money as did other projects of the National Trust in previous Structural Fund Programmes.

Socio/Economic Impact Assessments of the principal projects have been undertaken by independent evaluators. In all cases it has been proved that investing in a project such as this, where the environment is the key economic driver, brings considerable economic benefits.

Key findings of the £3.5m project at Llanerchaeron, funded through Objectives 5b and 1, the Heritage Lottery Fund and the National Trust, include:The total net income effect of the refurbishment of the Llanerchaeron Estate was £1.94m. This gave a local multiplier of 1.23, which is very substantial indeed

And, in respect of the Nantgwynant project, which totalled an investment of £3.3m, joint funded by Objective 1 and the National Trust, the economic impact was calculated at £2.26m of income created locally, which is as much as 5% of local GDP. 85% of the £3.3m spent on the project went to local contractors.

The National Trust will comply with its Sustainable Procurement Policy (http://intranet/.../gov-sep_09_bib_- _paper_4_sustainable_procurement_policy_final.doc), which deals with the most cost effective and environmentally sustainable methods of procurement. We believe that this will underpin all aspects of this project and ensure that the National Trust and Visit Wales achieve not only best value for money, but also best quality and sustainability.

Efficiency and Effectiveness: As stated above, a 10-year projection of income and expenditure deriving from the project is attached. These indicate the relationship between costs and outputs, and also the onward financial sustainability of the project. The figures given for income following the project are, in our view, achievable and may even be exceeded. However, we believe it is better to be conservative on this and over-perform, rather than under-perform.

The National Trust endeavours to use as many local suppliers and craftsmen as possible. Most National Trust projects, certainly all of the larger projects, have created skills and employment legacies.

A copy of the Trust Environmental Principles is attached as an Annexe.

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Gross Income for Henfaes post project

Because additional visitors will not be attracted until after the project, we have based the figures and assumptions on this. Indeed, because of work to the site, there is likely to be a down-turn of income for the years 2010 and 2011, so the figures given are based on post project, rather than during project.

Year Cottage(Sleeps 4)

Ground Floor Flat(Sleeps 6)

Maisonette(Sleeps 6)

Car Park17

Starting with 30,000 cars in 2010

NT Shop income

Rental from shops18

Total Income

2010 N/A N/A N/A N/A N/A N/A

2011

2012201319

201420152016201720182019

N/A N/A N/A £108,000 N/A N/A £108,000

£19,923£20,919£21,965£23,063£24,216£25,427£26,698£28,033

£25,456£26,738£28,075£29,479£30,953£32,501£34,126£35,832

£19,923£20,919£21,965£23,063£24,216£25,427£26,698£28,033

£174,852£183,595£192,775£202,414£212,535£223,162£234,320£246,036

£5,000£5,250£5,500£5,750£6,000£6,500£6,750£7,000

£5,500£5,500£5,500£5,500£5,500£5,750£5,750£5,750

£250,654£262,921£275,780£289,269£303,420£318,767£334,342£350,684

17 Charges will be £4 between 9 am and 4pm, with £2 at all other times. The calculation has been done on 80% at £4 and 20% at £218 Fixed for 5 years to help businesses start up19 Uplift by 5% per annum

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Thus the project will directly generate 7.4% gross on investment in 2012, rising to 10.35% by 2019. These figures may well be exceeded, but indicate that the outputs and results created by the project will result in the impacts for Priority 4, Theme 3:

Increase in turnoverSales of products, processes and servicesIncome generatedEnterprises createdJobs createdIncrease in GVA

Additionally, the project will contribute towards the impacts for Priority 4, Theme 1:

Net waste recoveredNet reduction in greenhouse emissions

Additionally, if the Indirect Economic Benefit is factored in, then the project will generate an additional £5,174,100 by its end (2012), giving a total of £5,524,784 of benefit from tourism due directly to the project (or the equivalent of 163% return on investment per annum and rising).

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Breakdown of income from holiday cottages. See footnote for information on Low, Mid and Peak/High Season. Occupancy is taken at 65% of average for year, with a further 10% from short-term weekend breaks. (See attached breakdown of lets).

2012 Low Season per week20 Mid Season per week21 Peak/High Season per week22

Short-term weekend breaks

The Cottage £320 £525 £600 £200Ground Floor Flat £375 £650 £800 £250Maisonette £320 £525 £600 £200

As set out in the description of this project proposal, we feel confident that by

Creating a Centre of Excellence at Aberdaron, that will have attraction for visitors year round and provide a wet-weather alternative, as well as a ‘virtual experience’ in itself

creating new and improving existing access refurbishing the existing buildings in the Car Park to add value for the visitor and local businesses providing information that will help visitors enjoy other attractions on the Llŷn Peninsula providing interpretation and signposting; shuttle buses between attractions in the area upgrading holiday accommodation working closely with the local community and with other tourism providers

20 Low Season – 4th January to 25th March (12 weeks)21 Mid Season – 11th April to 29th April, 4th May to 27th May, 1st October to 21st October, 31st October to 19th December (17 weeks)22 High/Peak Season – 26th March – 10th April, 30th April – 3rd May, 28th May to 30th September, 22nd October to 30th October & 20th December – 3rd January. (23 weeks) Dates given reflect the 2010/2011 season, but similar issues would apply in following years.

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we can attract an additional 65,000 visitors by the time that the project is completed. We are also confident that by creating this attraction at the tip of the Llŷn Peninsula, coupled with the National Trust’s brand, we can draw visitors further into the Llŷn and encourage them to stay longer in the area. These assumptions are made in the light of results from other projects that have been carried out with the help of Structural Funds, e.g. the Dinefwr project, where visitor numbers have risen by 40% already.

Staffing – Current position: The National Trust is not involved in the present regime. However, if the project is supported by Visit Wales, then the following organograms indicate staffing for the project of a) Whilst it is being delivered and b) Post delivery.

PROJECT STRUCTURE & STAFFING

The Project Team

The Project will employ a dedicated Project Manager who will drive and coordinate the project. This person will be responsible for:

Bringing together the project team Convening meetings Following the Project Management Flowchart as shown in the National

Trust’s Manual of Buildings (See annex) Procuring expert advice Allocating responsibilities and lines of accountability Setting and chasing timescales Allocating budgetary responsibilities Tracking expenditure Reporting regularly to the General Manager, Snowdonia & Llŷn, who would

act as the Project Sponsor and link with the Wales Senior Management Team and, through the Assistant Director Operations, North Wales to the Director for Wales

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Post project staffing:

POSTS CREATED BY THE PROJECT ARE SHOWN IN GREEN.

(See separate Annexe for Job Descriptions)

NATIONAL TRUST PAYSCALES, AS OF OCTOBER 2009

Pay Scales 2009/10Grade Min Q1 Target Point Q3 MaxB03 47,319 52,338 57,357 62,375 67,394B04 37,947 41,972 45,997 50,022 54,046B05 29,949 33,125 36,302 39,478 42,655B06 25,996 28,290 30,584 32,877 35,171B07 21,731 23,649 25,566 27,484 29,401B08 18,335 19,953 21,571 23,189 24,807

Project ManagerFixed Term 2.5 yrs

BuildingsWork Package Manager

(Senior Buildings Surveyor, North Wales)

Countryside Work Package Manager

(Area Warden Llŷn)

Community & Interpretation Work Package Manager

(Property Operations Manager, Llŷn)

Consultants/ContractorsStakeholder GroupContractors

Functional Advice:Curator, Landscapes & BuildingsNT Architectural PanelEnvironmental Practices AdvisorNature Conservation Adviser &c…

Project Assistant Part Time Fixed Term 2.5 yrs

Architect & Contractors

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B09 15,671 17,054 18,437 19,819 21,202B10 13,297 14,470 15,644 16,817 17,990B11 NMW 12,795 13,832 14,870 15,907R03 45,299 50,318 55,337 60,355 65,374R04 35,927 39,952 43,977 48,002 52,026R05 27,929 31,105 34,282 37,458 40,635R06 23,976 26,270 28,564 30,857 33,151R07 19,711 21,629 23,546 25,464 27,381R08 16,315 17,933 19,551 21,169 22,787R09 14,240 15,623 17,006 18,388 19,771R10 11,866 13,039 14,213 15,386 16,559R11 NMW 11,364 12,401 13,439 14,476

The project will be delivered using the planning tool attached as a guide.

Added Value

You are required to demonstrate that your Proposal meets the added value criteria. You must specifically address one or more of the following:

How will the proposal lead to additional, positive outcomes which can be measured?

The project will

Create a new product in Wales – A seaside Centre of Excellence – to help support the enjoyment of the family seaside holiday in a way that is sympathetic to its environment and biodiversity

Enhance enjoyment of the marine and coastal heritage of this part of Wales Attract additional visitors to the Llŷn Peninsula, particularly to the furthest

parts of the Peninsula, which are currently relatively unknown Create additional safe access to the beach Provide a launch site for small boats directly from the car park Link 2 sections of the Coastal Path, currently inaccessible at high tide Create jobs directly and indirectly Create opportunities to extend or start up SMEs under the ‘umbrella’ of the

National Trust and its brand Work with local people to ensure that there is ‘ownership’ of this project Support the local economy Help reduce carbon emissions with an eco-friendly visitor hub and green

transport, as well as cycle hire Build a BREEAM Excellent Visitor Hub, that will be an exemplar Improve and add value to existing facilities

What is the relationship between outcomes and the additional funding?

It will not be possible for the project to proceed as envisaged without the support of Visit Wales. Thus the opportunities for job creation, local economic benefit, increased visitor numbers and the creation of a Centre of Excellence will be lost.

How will the proposal help to create new permanent jobs or self-employment?

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The project will generate the creation of 6 new posts: 2 x Visitor Services Assistants, 1 x Shop and Ticket Sales Supervisor, 3 x Holiday Cottage Caretakers/Cleaners. These postholderss will all be National Trust employees.

Additionally, the project will create opportunities for self-employment and/or employment through the creation of the wet fish shop and ice-cream kiosk in the car park. Apart from the direct employment generated by these 2 mini-enterprises, these in turn will help safeguard the livelihoods of the local shopkeepers and the members of the Llŷn Pot Fishermen’s Association.

The increase in visitor numbers, as well as the car park being open round the clock, seven days a week, will help support the economic viability of the existing local hotels, restaurants and cafés in the town. This in turn may well create additional posts to support the increase in trade. The same logic will apply to the increase in visitors to other attractions on the Llŷn, brought about by the ‘hub’ at Aberdaron, which will help identify and encourage visits to other attractions.

The Green Transport and the Cycle Hire outlined in this project will also either safeguard an existing provider’s income, or create jobs and/or create business opportunities.

How will the proposal provide eligible activities that would not have been available without funding?

The funding will create an opportunity to create a Centre of Excellence at the tip of the Llŷn Peninsula, which will provide ‘virtual tours’ of the Llŷn, including areas that cannot easily be accessed (e.g. Ynys Enlli), and interpretation/information about other attractions and locations on the Llŷn. Without this Centre of Excellence there will be nothing to draw the average visitor down to the end of the Llŷn. This will result in

No Increase in Visitor Numbers No all weather facility for visitors No ‘hub’ to direct visitors from Aberdaron to other attractions No virtual tours to show people what places like Ynys Enlli or the undersea

environment is like Loss of jobs Loss of economic benefit to the area

The funding will create facilities within the car park area. Without the funding there will be

No shops/kiosks for visitors to enjoy, nor for local people to gain economic benefit from

No guarantee of a car park that will be available for parking all year at all times

Therefore, possible continuation of the time restricted parking that is in place now, which impacts adversely against other businesses in the town (e.g. hotels, restaurants)

Consequent loss of / failure to create more jobs Loss of economic benefit to the area

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The funding will upgrade the holiday cottage lets available. Without the funding there will be

No holiday lets under the National Trust’s management in Aberdaron None of the jobs associated with managing the holiday cottages Loss of visitors, jobs created and economic benefit to the area

The funding will create green transport links to other attractions and cycle hire. Without the funding

the additional green transport envisaged will not happen this will result in more economic opportunities lost as well as impacting adversely on the carbon footprint

Without the funding, the additional access and boat launching site will not happen. This will result in

2 key sections of the Wales Coastal Path remaining disconnected and inaccessible at high tide

No direct, safe access to the beach from the car park No direct access from the car park to launch boats

How will the proposal support existing activity that would either be reduced or postponed?

The creation of a Centre of Excellence at the tip of the Llŷn Peninsula will create a tourism focus, rather than just a place to park a car, which is what exists at present. This is an exciting project that will add substantial value to the tourism trade of the Llŷn Peninsula, as well as making Aberdaron a destination for more than just a day on the beach, or for departing to Ynys Enlli. The envisaged exciting interpretation of the Llŷn and its marine environment will not be available, nor will the additional economic opportunities exist that will grow from the project.

How will the proposal develop new or creative activity that could not be developed using existing resources?

Many aspects of this project are innovative: The eco building that will house the innovative interpretation; the cluster of shops in the car park, many of them run by local businesses; the creation of a ‘hub’ to link together tourist attractions on the Llŷn; the community involvement in the project; etc.

One example of innovation is the designing of the visitor eco-building. To do this work, as part of the project, the National Trust will form a stakeholder group with the community, including the local Planning Officer, and launch a competition for architects to design a building similar to those attached as examples. A public meeting would be held to get feedback from the wider community about the design preferences. The stakeholder group would then select the favoured design. This will create innovation, community involvement, and local excitement in and for the project. This work, and the delivery of the project, will be advised and delivered by the National Trust’s Buildings Team in Wales. All contracts, etc, will follow EU and National Trust procurement rules.

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Monitoring and Evaluation

Please refer to the Draft E4G Monitoring and Evaluation Induction Guidance section for assistance in completing this section.

Please outline the resources allocated to monitoring and evaluation:

Monitoring

The National Trust has a large amount of experience in delivering, monitoring and evaluating projects that have been supported by European Structural Funds.

Projects are always undertaken by a dedicated project team, which can call upon the expertise of various specialist departments within the National Trust, e.g. Buildings, Environmental best practice, Equal Opportunities/DDA, Learning, Volunteering23. Project delivery plans are drawn up, supported by a risk analysis, e.g. adverse weather conditions impacting upon building work. The projects are directed by a dedicated Project Board, which meets regularly with the Project Team and the Project Champion, thus ensuring regular updating of the project and early identification of any project variations/impacts. Close communication will be maintained with Visit Wales throughout the delivery of the Project. The Project management responsibilities will include undertaking and updating claims to profile; arranging annual and final audits, etc.

Additionally, as outlined in the E4G Guidance Pack, the National Trust will comply with collecting the information required to identify the impacts delivered by E4G projects, using the suggested methodologies, as follows:-

A) Strategic Management Plan At commencement of the project, the Project Manager will draw up a Strategic Planning Document that outlines how the National Trust will fulfil the requirements of E4G for reporting and evaluation. This will be done using the guidance supplied on line/via the central helpline. The outputs that will be evaluated as part of this process within the Strategic Management Plan are:

1) Cross Cutting Themes of Environmental Sustainability and Equal Opportunities2) Energy and Fuel Use3) Waste Strategy4) Transport/Travel Strategy5) Sustainable Procurement

Information on these 5 key criteria will be collected and evaluated as follows:

1) Cross Cutting Themes:

How these will be delivered is set out on pages 33-37 of this Project Proposal and the following will form specific monitoring targets in respect of these:

Environmental SustainabilityAchievement of Green Dragon Level 2 as a baseline for the project. The National Trust will strive to attain higher than Level 2 in the project if this is possible. The

23 National Trust’s Project Management Flowchart attached as an Annexe.

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National Trust’s Environmental Practices Adviser (EPA) will work closely with the Project Team/Building Team to help and advise on this.Energy and Fuel Use. On completion, the project will be base-lined and audited annually against energy, water and waste under the Environmental Monitoring System (EMS) carried out by the National Trust as part of the process of Green Dragon Level 2 compliance. The site will be smart metered (AMR) linked to heat, electricity and water consumption to demonstrate management, profiling and optimisation of use of waste recycling facilities in terms of food waste, composting (meeting all regulatory requirements), etc. A site specific energy management strategy will be developed for the site. The site will be subject to annual review from the Wales Environmental Coordinator to ensure optimisation of energy, water and waste savings. The National Trust will develop a carbon management strategy which will include carbon budgeting for each management unit for the project. Led by the National Trust’s Environmental Practices Adviser, work will be undertaken on Estimating the Carbon Footprint of the project, following the guidelines set out in Appendix 3 in the Project Guidance Pack, by monitoring and supplying information on i) Site fuel use, ii) Vehicle use, iii) Electricity use and tariff details; iv) Visitor numbers and type (see methodology below) and projected visitor spend (see methodology for indirect spend).Green Transport. A) Shuttle Bus: The introduction of an additional shuttle bus, complementary to what already exists. Use of this will be monitored, including destination analysis, as part of the evaluation of this project. This will either be a business opportunity for a local deliverer (as with the cycle hire), or be a volunteering opportunity. B) Cycle Hire: The hiring of cycles will be a further business opportunity for a local deliverer. As part of this opportunity, the deliverer will be asked to keep records of usage, including types of hire, e.g. family hire, when, etc. Details of what is required for evaluation in respect of this can be agreed with Visit Wales. The National Trust will continue to work with the local authority, other attractions on the Llŷn Peninsula, and local providers to optimise opportunities for green transport as part of tourism on the Llŷn.Sustainable Procurement. As stated on Page 21 of this Project Plan, the National Trust will procure for the project, using the guidelines outlined in its Procurement Policy (EU compliant), which is attached as an Annexe. All details relating to the Procurement Process associated with the project will be kept as records by the Project Manager, as well as the rationale supporting the decision-making behind the procurement process.

Equal OpportunitiesThe National Trust is an Equal Opportunities provider and complies with all aspects of the Disability Discrimination Act. When monitoring the aspects of these reflected in this project, the National Trust will

a) Ensure DDA compliance within the holiday accommodation that forms part of the projectb) Similarly ensure DDA and Equal Opportunities compliance in the Visitor Hub, paying particular attention to issues such as information for partially sighted; hearing loops; access suitable for all abilitiesc) Wherever possible new access will be created that is possible for all abilities; where this is not always possible, i.e. with access by boat to Ynys Enlli, the interpretation will compensate for this by providing ‘virtual tours’ for people of all abilities.

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d) Open and fair recruitment will be used to fill the jobs created by this project. The National Trust will keep records of the recruitment process, which will be open for scrutiny as allowed.e) Within all its projects and at all its properties, the National Trust actively encourages volunteering, with its associated benefits of opportunity and upskilling. The National Trust keeps records of all volunteers.f) All information associated with the project, the National Trust and its work in Wales will be available bi-lingually.

B. Visitors

Additionally, and very importantly in terms of a tourism focussed project, as part of the project the National Trust will undertake to record the following information within a Monitoring and Evaluation Strategy:

Visitor information to be recorded will cover the following:

Number of Visitors (baselined at project start, then at mid-point of the project, project end and 2 years following project end).

Information recorded on this will follow work already being carried out by the National Trust into visitor requirements, which divides National Trust supporters and potential supporters into seven different audience segments, according to their attitudes to life and their leisure time choices. The segmentation is based on detailed qualitative and quantitative research. The main common facets of each group have been drawn out and have provided key facts and statistics. Inevitably, there will still be a variety of individuals within any one segment, but this acts as a solid foundation for understanding visitors’ needs. Different areas of activity can then be identified to help understand what visitors like or what may need to be done differently.

The segments used represent types of visiting behaviour. Actual people may shift in between segments through their lifetime or from one visit to another, perhaps depending on the company they are with, or the time they have to spare. Segments are therefore used generically as an aid to thinking from a supporter perspective, not as labels with which to tag people.

Segmentation: The Seven Segments

These descriptions are based upon the research conducted into the Days Out market and explain what the people represented by the different segments think and feel about taking a day out. Attitude is the key to understanding our segments; therefore it can be useful to look at them within one of the three groups, Active Thinkers, Spontaneous Characters and The Family Group.

Active Thinkers Curious Minds People who are always questioning and making

connections between the things they learn.  They have a wide range of interests and take positive steps to create a continual flow of intellectual stimuli in their lives.

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Live Life to the Full Self-driven intellectuals, confident of their own preferences and opinions and highly independent in their planning and decision making; these people are always on the go.

Spontaneous Characters Out & About People who prefer chance encounters to making firm plans

and love to share their experiences with friends.

Young Experience Seekers People who are open to challenge, in a physical or horizon-broadening sense; they make and take opportunities in their journey of personal discover.

The Family Group Explorer Families Families that actively learn together, the adults will get as

much out of their experience as the children.  To fit in the interests of all family members planning, sharing and negotiation.

Kids First Families Families who put the needs of the children first and look for a fun environment where children are stimulated and adults can relax; they're looking for a guaranteed good time.

Home & Family Broad groups of friends and family who gather together for special occasions.  They seek passive enjoyment of an experience to suit all tastes and ages.

To undertake this work, the National Trust will comply with the following ways of measuring visitor volumes:

Car Park Vehicle Count, Entry Ticket Sales and When to Count24, combined with the National Trust’s guidelines on how to deliver Visitor Segmentation (attached)25

This work will be organised by the National Trust’s MSD Department in Wales, and the information will be available to Visit Wales as indicated in the guidelines for sharing (attached as an Annexe).

Additionally researchers will cover the Classifications set out in Table A2.1 and any other specific information required by Visit Wales (to be agreed).

Reporting of Data – Timeframes and Methods

As much data as possible will be captured through baselining at the start of the project. Updates on this, to demonstrate progress, will be captured at mid-point of the project, then at the project end. 2 years later a further updating of information will be carried out, and the results published in the format of one of the suite of the Valuing our Environment26 documents. Similar work was undertaken to evaluate the Llanerchaeron and Nantgwynant projects, and soft-impact studies of the Dinefwr and Bodnant projects were also carried out. This will provide Visit Wales and the National Trust with well set out and analysed information to underpin the value of Structural Funds and Tourism in Wales. As with previous Studies in the VoE series, these will be launched at public meetings and disseminated widely.

24 Table A1.3, A1.5 and Counting Methodologies – E4G Monitoring Guidelines25 Segmentation Survey Guidelines 200826 Valuing our Environment – Economic Impact of the Environment of Wales – National Trust, Visit Wales, WDA/DE&T, Heritage Lottery Fund Wales, Countryside Council for Wales, Environment Agency Wales and RSPB Cymru

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Post Funding / Continuation Strategy

All projects and properties within the National Trust are closely scrutinised and evaluated internally to ensure that they will be sustainable in the future. The reason for this is that the National Trust is a charity, the purpose of which is to care for places of historic interest and/or natural beauty, for ever for everyone. The National Trust has a unique power to declare its land and buildings inalienable. This was conferred by Parliament in 1907. Declaring a property inalienable means that it cannot be sold or mortgaged. Therefore, it is imperative to ensure that all projects are self-sustaining upon completion so that they do not adversely impact upon the National Trust’s funding as a whole.

The importance of this project, and the coastline adjoining Henfaes car park, is reflected in the amount of match funding being provided by the National Trust - £1.8m. To secure this, the project has had to go through internal assessments both in Wales and at the National Trust centrally. Following these assessments the project has been granted approval to go forward, subject to receiving grant aid under Convergence, and the match funding required to carry out this project..

The financial projections attached to this Business Plan demonstrate that income resulting from the project attributable to the project at Henfaes will more than double in the first year after the project, and rising to more than 3 times current operating income by the 7th year following the project (2019). This funding will be used to secure the sustainability of the project, including maintenance of the eco-building, the interpretation, the holiday lets, the car park and ‘kiosks’, green transport and jobs created. The returns on investment are capable of managing this and we have no doubts about the long-term sustainability of the project.

The National Trust has delivered a number of large-scale projects with grant aid from the previous Structural Fund Programmes, Objectives 2, 5b and 1. All of these projects are running well and, in many cases, are performing better than had been anticipated when the grant applications were submitted. The general running costs of our properties are funded from the National Trust’s General Fund, with block allocations made to the different countries and regions. Therefore we have no doubt that, if grant can be secured to make this project happen, it will be economically and environmentally sustainable for the long term.

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Risks

RISK ASSESSMENTActivity Risk Assessment of Risk Measures to control risk Risk

ratingDemand for the type of holiday experience that can offer

Over-optimistic assessments.

The National Trust brand underpinning the innovative and up to the minute project design leads us to believe that our assessments of the opportunity and its outputs are reasonable

Continued monitoring and feedback from visitors, the community

Low

Less people taking holidays in the UK

Possible downturn in demand because of recession and/or current adverse weather

Current trends are for more people to holiday at home because of the recession. However, the adverse weather over the last 2-3 years could impact against this trend, resulting in a short-term reversal. The Llŷn Peninsula is a less-known part of Wales, and marketing of the project will result in increased interest, which should mitigate against adverse reaction to the weather.

Increased advertising and marketing through the National Trust’s members’ magazine, circulated to 3.8m+ members.Marketing through word of mouth, Visit Wales, etc.

Med

Compliance with legislation

No risk anticipated Planning and other aspects have been discussed with the local Planning Authority, whose strategy has been studied. As a result of this, we are confident in obtaining planning cosents.

Continued discussions during planning applications

Low t

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Activity Risk Assessment of Risk Measures to control risk Risk rating

Procurement Risks No risk anticipated Meeting Procurement Rules. Identifying and securing suitable contractors.

The National Trust has its own dedicated Buildings Team who will be responsible for delivering all aspects of building work associated with the project. This Team has huge experience of working on other, large EU Structural funded projects, and no difficulties are anticipated. The Team is experienced in procuring under the EU Procurement Rules.The Project Team will work closely with the specialist advisers employed by the National Trust when delivering this project.

Low to None

Delivery to profile and within budget.

Increased costsTime slippage

Impacts from rising building costsAdverse weather conditions delaying the project

The National Trust in Wales is well used to delivering large projects to meet anticipated outputs and compliant with cross-cutting themes. Estimated costs for this project are based on experience.Bad weather could impact upon the delivery of the project, but this is very unlikely and all projects to date have been delivered to time and to profile.

Low

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Activity Risk Assessment of Risk Measures to control risk Risk rating

Project management, lead and delivery

Loss of personnel Changes to the Project Delivery Team due to unforeseen circumstances, e.g. someone leaving.

The composition of the Project Team has been identified. This will be led and directed as set out in this Plan. If changes do occur, there is a strong enough Team, and backing from other key Trust personnel, to manage this effectively and without problem.

Low

Changes to the match funding package

National Trust does not support the match funding.

The National Trust match funding is secured and has been approved by the various internal committees.

None Needed None

State Aids Lower grant rates Since the project focuses upon the heritage, and the heritage is exempt, the National Trust considers there is no risk attached.

Counsel’s advice has been taken.

Low

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Publicity

All information, documentation, an publicity etc will clearly acknowledge the funding source (eg logos etc).

A prominent site sign acknowledging the EU contribution will be erected whilst work on the project is being undertaken.

Following completion of the project a permanent plaque will be displayed acknowledging the EU contribution.

All project communications material will include bilingual acknowledgement of funding received from the EU and the results and impact of the project will also be analysed through this media. This will encompass The National Trust’s internal and external (delivered to 3.7 million members) newsletters and magazines and also the National Trust’s website, which will be a fundamental part of visitor communication prior to and post visit.

The Events calender will include a EU themed week to coincide with the the 9th May. The EU flag will be flown on 9th May each year of the 2007-2013 programme period from a flagpole in the car park.

Liaison between National Trust staff and Visit Wales’ project manager will take place prior to any proposed launches/press releases to be issued/ arranged in relation to the proposal. Liaison about marketing will also be done in liaison with Visit Wales.

During the project, regular information will be available for visitors via information boards on site and newsletters which will clearly indicate the funding source.

At the end of the project we will report on and evaluate the project in a similar format to the ‘Dinefwr Park and Castle a True Partnership’ and ‘Growing Benefits’ (Bodnant Environment Project) brochures. The funding source of the project will be evident throughout this document.

Carol GreenstockGrants Manager Wales10th December 2009 (Revision January 2010)(Revision March 2010)

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