DISCOVER - Training | Consultancy

DISCOVERYORKSHIRE COAST Champions

Tyro training, Scarborough | www.tyrotraining.co.uk | 01723 588 072

Tyro Training is the commercial training division of Craven College and offers an extensive range of training through centres in Skipton and Scarborough. In 2015, Tyro Training was commissioned by the York, North Yorkshire and East Riding Enterprise Partnership to deliver a project that would support businesses in the Visitor Economy to grow. Funding from this project (supported by European Social Fund and the Skills Funding Agency) has been used to develop the Discover Yorkshire Coast Champions scheme, to undertake research into the business needs of the Visitor Economy across North Yorkshire, and to produce and publish this Participant Guide.

The Discover Yorkshire Coast Champions Participant Guide is the property of Craven College (Tyro Training) and its funders.

All rights reserved. No part of this publication may be reproduced, stored or transmitted without the written permission of the publisher.

The publisher of this book has made every effort to ensure the accuracy of the information contained in this book. Neither the author, Tyro Training, nor anyone involved in the creation of this publication accepts responsibility for any inaccuracies, omissions or any consequences arising from the use of this publication.

Design and layout by Rob Spivey, Tyro TrainingEditorial by Mike Wilkinson, MJW MarketingImages supplied by Scarborough Borough Council. Images from this publication may not be reproduced, stored or transmitted without the permission of Scarborough Borough Councli.All graphic icons supplied by flaticon.com

The Discover Yorkshire Coast Champions scheme is a programme of training and business support developed by Tyro Training in partnership with Scarborough Borough Council’s Tourism Service and supported by Welcome to Yorkshire and the York, North Yorkshire and East Riding Enterprise Partnership. Funding is provided via the European Social Fund and the Skills Funding Agency.

Published by Tyro Training

Cayley CourtScarborough

YO11 2YJ01723 588072

http://www.tyrotraining.co.uk/© Tyro Training 2015

Front Cover: Staithes, Inside Cover: Scarborough chalets

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Contents

COAST

CULTURE CUISINE

COUNTRYSIDE

Cobble Landing, Filey

Fortune’s Kippers, Whitby

North York Moors

Stephen Joseph Theatre

Foreword..............................p4

Introduction......................p5

Reflections...........................p6

Destinations.......................p9

Winning Themes.....p11

Marketing the Yorkshire Coast........p13

Top 10 Quiz......................p14

Yorkshire CoastMap.................................................p8

Foreword..............................p4

Introduction......................p5

Reflections...........................p6


Destinations.......................p9



Top 10 Quiz......................p14

ContentsForeword..............................p4

Introduction......................p5

Reflections...........................p6


Destinations.......................p9



Top 10 Quiz......................p14

TEST YOUR KNOWLEDGEwith our yorkshire coast quiz

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It’s a fascinating time for the Yorkshire Coast and whilst the area still faces many challenges, it equally has a lot to offer the visitor. From the

glorious heritage coastline and beautiful rolling countryside, incorporating a national park, to its captivating cultural identity and not forgetting its

delicious food and drink, locally sourced and served with a friendly face and genuine warm welcome.

This coastline has always been a big draw for tourists ever since Mrs Thomasin Farrer discovered spa waters in Scarborough in the early 17th

century, establishing England’s first true seaside resort. But times and tastes move on; so here in the Borough there are exciting plans for a new multi-million pound waterpark on the town’s North Bay; a sports village on the

former Weaponess coach park in the heart of the town; redevelopment of the former Futurist Theatre site on South Bay and in Bridlington construction is

underway on a new £25 million leisure centre that will open next summer.

In fact, the significance of the visitor economy to the Borough of Scarborough cannot be over-stated, with the visitor spend in 2013 being

£488 million, supporting over 16,200 jobs and attracting 6.2 million day trips. It is true to say that tourism is one of the few sectors demonstrating

real growth potential nationally and since 2010 it has been the UK’s fastest growing employment sector and is the fifth largest industry.

We are a people business and first impressions are extremely important in developing relationships. The welcome and customer service visitors receive helps to define a destination. Coupled with that, you are at the front line of providing that service to visitors, therefore investing in people is the key to a successful visitor experience. This training course is all about enriching that visitor experience by providing you with improved product knowledge, so

that you are able to deliver higher levels of customer service to visitors.

Please enjoy this training programme, discover more about the Yorkshire Coast and all that it has to offer the visitor and then go out and spread

the word as one of our champions. This participant’s guide is for you to use during the 2-day training course but also for you to take away with you when you leave to assist you in handling visitor enquiries in the future.

Councillor Derek J. Bastiman, Leader of the Council,

Scarborough Borough Council.

Foreword

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IntroductionTourism is a people business. By investing in you we hope that the quality of the service you give to visitors and residents will improve. Regular training and learning are an investment that allows employees to prosper and develop their careers, while giving the organisation a truly skilled workforce and a competitive advantage in the market place. The benefits of a highly trained workforce have been shown to flow through to customers, who become more satisfied with the improved level of service, not to mention the greater productivity and increases to the business’s bottom line.

So why are you here and what do you hope to learn from the training course? The simple answer is a greater understanding of the tourism offer on the Yorkshire Coast, together with improved customer service skills to take back to your work place. As a tourism champion you will be able to better inform your guests on what there is to see and do, hopefully helping to extend their stay or encourage a return visit. You will certainly gain a better understanding and appreciation of the Yorkshire Coast and surrounding area’s appeal. We need you to take it to your heart to promote it more readily than before this training course. Taking pride in what you do and say is part of being a Yorkshire Coast Champion.

The Yorkshire Coast is a great place to live, work and visit and as has already been mentioned the visitor experience is as much about people as it is about places. From coast to countryside, cuisine to culture, the area has a lot to offer the visitors and residents alike, so it is important that everyone who meets visitors becomes a champion for the area and to make sure that they have a

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first class knowledge of the destination and its facilities and attractions. Show enthusiasm for and promote the wide variety of opportunities to explore and discover the Yorkshire Coast. Do not forget to work with your colleagues in the industry to enhance the visitor experience. Ensure visitors have a memorable time which will make them return or tell their friends and relatives what a great place the Yorkshire Coast is to enjoy a short break or holiday.

Finally, it is expected that you will go away from the training course with greater appreciation of the heritage and culture of the Yorkshire Coast. Be able to locate the main resorts, villages and attractions on the coast, as well as suggest places for your customers to visit. Have a better knowledge and understanding of what new developments are taking place and what the area’s ambition for the future is - to create a world class welcome. After all, holidays are about having a great time and leaving the destination having had an extremely happy experience - we hope you do too!

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Reflections


Scarborough is still regarded as the “Queen of the Yorkshire Coast” and its attractions and facilities, ranging from museums and galleries to parks and gardens, along with Europe’s largest open air theatre, are a big hit with families. Scarborough Fair, made famous by Simon and Garfunkel in the

1960’s, dates back to 1253 when King Henry III granted the town a Charter to hold a yearly fayre for 45-days of trading in the late summer.

Nowadays you can explore the ancient ruins of Scarborough castle with its 3,000 years of history dating back to the first millennium BC or go back 160 million years to the time when Scarborough was the home to the dinosaurs. The Rotunda Museum now tells the story of these incredible beasts and the Jurassic coastline where they lived.

It might come as no surprise that the Yorkshire Coast’s renowned seafaring history is there

Whitby

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to be told, none more so than in Whitby, when its whaling industry had 55 ships operating out of the harbour at its height between 1753 and 1833. The town continues to achieve national and international acclaim for its combination of maritime, literary, ecclesiastical and geological heritage, combined with its contemporary arts and cultural offerings and quaint shopping experience. Whitby’s museum, situated in the picturesque Pannett Park overlooking the harbour, is a little gem, as is the Captain Cook Memorial Museum, gold winner of VisitEngland’s Awards for Excellence in 2013 for the best small visitor attraction.

Filey always provides a distinct and attractive tourism offer with its strength focusing on its classic Victorian Promenade and Crescent Gardens, as well as its 7 miles of golden sands. The town’s history is captured in the 17th century museum building in Queen Street and Cobble Landing, a fisherman’s haven, sits in the wake of Filey Brigg, a natural promontory with its marine life and rock pools and nature trail along the cliff top.

Bridlington, a traditional British seaside with its harbour, stunning priory church founded around 113AD and Spa entertainment complex has an endearing appeal, particularly its historic old town that offers a fascinating contrast to life on the beach. Visitors can take a quiet stroll on the High Street and enjoy a warming cup of Yorkshire tea in the Georgian Tea Rooms or browse the many antique shops and art galleries. It is well worth stepping into the Bayle Museum to find out more about the town’s historic past.

Inland, there is the beautiful and varied landscape of the North York Moors National Park, which is truly a special place. Visitors can discover its ancient landmarks and picture-perfect villages and escape to its unspoilt moorland, woodland and forests. Talking of forests, Dalby’s 8,600 acres is home to stunning valleys, world-class mountain bike trails, idyllic walking routes and fun family activities. Go Ape! the UK’s No 1 forest adventure allows visitors to climb tree tops, leap off Tarzan swings, fly down zip slides and tackle the trails on a two-wheeled, all terrain Segway. Guests can travel back in time on the steam trains of the North Yorkshire Moors Railway. With its 24 mile track, it runs between Pickering and Whitby, taking passengers through the

streams, valleys and moorland of the national park.

Perhaps a more sedate pastime appeals to visitors? If so, recommend a visit to Rievaulx Terrace and Abbey set in a tranquil valley just outside the market town of Helmsley. It has its own castle ruins which have recently undergone a makeover by English Heritage and now has a new visitor centre. The terrace is a half-mile long with a Doric Temple at one end and an Ionic Temple at the other. The former Cistercian abbey is one of the most complete and atmospheric of England’s abbey ruins. If stately homes are of interest, then recommend Castle Howard, set in 1,000 acres of the stunning landscape in the Howardian Hills, an area of outstanding natural beauty. The house featured in the 1980’s TV drama “Brideshead Revisited” and has superb gardens, an adventure playground, woodland and lakeside walks - it’s perfect for a family day out.

The area is blessed with historic houses and visitors should check out Burton Agnes Hall, an Elizabethan mansion built between 1598 and 1610, that inspired Simon Jenkins, author of “England’s Thousand Best Houses” to describe the hall as “the perfect English house” and one of this country’s twenty finest houses, alongside Windsor Castle, Buckingham Palace, and Chatsworth House.

Sledmere House, home to the Sykes family for more than 200 years, is snuggled in the middle of the Yorkshire Wolds and is very much an eighteenth century house with its fine furniture by Chippendale, Hepplewhite and Sheraton, together with the splendour of Joseph Rose’s plasterwork. Scampston Hall, just outside Malton is amongst the best examples of an English country house, combining fine architecture with a wealth of art treasures.

Similarly, the National Trust’s Nunnington Hall, home to the Fife family in the 1920’s, is real delight; so visitors can discover its past, present and future.

On the outskirts of Hull there is Burton Constable Hall an Elizabethan House that has been the home of the Constables since it was built over 400 years ago. The Grade 1 listed building is set in 300 acres of parkland designed by Capability Brown.

YORKSHIRE COAST

YORKSHIRE COASTYORK

SHIR

E COA

STStaithes

Whitby

Runswick Bay

Ravenscar

North York MoorsNational Park

Helmsley Bempton

Scarborough

Filey

FlamboroughHeadBridlington

Hornsea Withernsea

Spurn Head

York

Hull

Robin Hood's Bay

The Wolds

Beverley

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YORKSHIRE COAST

YORKSHIRE COASTYORK

SHIR

E COA

STStaithes

Whitby

Runswick Bay

Ravenscar

North York MoorsNational Park

Helmsley Bempton

Scarborough

Filey

FlamboroughHeadBridlington

Hornsea Withernsea

Spurn Head

York

Hull

Robin Hood's Bay

The Wolds

Beverley

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DestinationsAs well as the main seaside resorts of Whitby, Scarborough, Filey and Bridlington, all with their own individuality and charm, there are numerous coves and inlets to explore. The Cleveland Way, a 108-mile national trail from Helmsley to Filey Brigg, passes through Staithes, the northernmost coastal village - a place blessed with its rich fishing history and it seems untouched by time with its cobbled streets, narrow alleyways, pantile-roofed cottages and cliff top paths.


Moving down the coast, visitors soon arrive at Runswick Bay, loved by artists and holiday-makers alike. This picture-postcard village is home to a sandy sheltered bay, with rock pools either side and pretty red-roofed houses lining the bay. Guests can visit the Methodist Chapel or the ancient village spring whilst wandering around whiling away the day. Sandsend is a dream set at the foot of Lythe Bank, with the majestic ruins of Whitby Abbey in the distance.The next port of call, just south of Whitby, is Robin Hood’s Bay with its towering cliffs and breathtaking views. The Bay, as it known locally, was once a smugglers paradise and it is easy to see why - it is one of the most intriguing fishing villages in the country! Ravenscar, a vantage point used by the Romans as a signal station, affords spectacular views of Yorkshire’s coastline. A century ago, a bid to build a resort to rival Scarborough came to nothing. Now, age-old kerbstones and ornate manhole covers poke through the turf, still awaiting the building of “the town that never was”!

Sandsend

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Moving further south along the coast passing by Scarborough and Filey to reach the imposing Flamborough Head, with the world famous RSPB Bempton reserve and its brand new visitor centre opened in 2015. It is home to 200,000 seabirds, including guillemots, gannets, kittiwakes, puffins, short-eared owls and tree sparrows. Sewerby Hall and gardens, following a recent £2.5million refurbishment assisted by a £1million Heritage Lottery Fund grant, is worth a slight detour to view the 50 acres of stunning early 19th century parkland and the house’s restored Edwardian rooms on your way to Hornsea, as we by-pass Bridlington on this excursion down the Yorkshire Coast towards Spurn Point.Hornsea is one of East Yorkshire’s favourite seaside towns boasting a wide sandy beach and a bustling promenade. Just inland from the coast is Hornsea Mere – Yorkshire’s largest freshwater lake, The Hornsea Freeport retail park is on the site of the former Hornsea Pottery, and in its heyday was in the vanguard of modern design.


The lighthouse dominates the skyline of the smaller more traditional resort of Withernsea, which prides itself on the historic Pier Towers and the landscaped Valley Gardens. The lighthouse houses an interesting museum featuring Hollywood memorabilia, together with maritime exhibits. It is possible to climb the 144 steps to the top and witness incredible views of the town.Spurn Head, a 3.5 mile-long spit of chalk grassland, sand dunes and sandy beaches stretches into the Humber Estuary from the Holderness plain and ends the journey down the Yorkshire Coast from Staithes in the north. Spurn is a national nature reserve and visitors can spend a peaceful time watching the birdlife over the North Sea. The Yorkshire Coast has great destinations offering great experiences from Whitby to the Wolds; Sledmere House to Staithes; Flamingo Land to Flamborough Head; Goathland to Ganton Golf Club with a real Yorkshire welcome to boot!

Flamborough Head

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Winning ThemesYorkshire won Europe’s Leading Destination at the World Travel Awards in 2013 beating cities, including London, Berlin and Paris. The reason that the Yorkshire Coast is so popular with visitors is its unique and distinctive product, marketed under the following four winning themes :

1. Coast Its natural beauty, coupled with its charming resorts make it a place visitors flock to every year. They can simply take in the spectacular views or explore the dinosaur coastline, linked to William Smith the “Father of English Geology”, who designed Scarborough’s Rotunda Museum - the world’s first purpose-built museum. Whitby jet, the black gemstone made from fossilised wood is now made into jewellery crafted imaginatively in many of the town’s workshops. On the sea, water sports of all kinds are possible here on the Yorkshire Coast but surfing and sailing tend to top the bill. The coast’s seafaring tradition dates back hundreds of years, however the name of Captain James Cook, who discovered Australia and the Hawaiian Islands sailing on HM Bark Endeavour, is synonymous with Whitby.

2. Countryside From the rolling chalk hills of the Yorkshire Wolds, featured in paintings by the celebrated artist David Hockney, to the heather moorland of the North York Moors National Park, the Yorkshire Coast’s landscape is stunning. Coupled with this contrast in scenery is the Howardian Hills an area of outstanding natural beauty (AONB) covering 79 square miles of North Yorkshire countryside. Whether it is the peace and tranquillity visitors are in search of or an adrenaline rush, this part of Yorkshire can deliver on both fronts. Outdoor activities to cater for most visitors’ interests, from canoeing to caravanning and extreme sports with Dalby Forest’s various mountain bike trails, including the challenging Red


BBC CBeebies children’s TV programme on “Old Jack’s Boat” filmed in Staithes is helping to keep that fishing heritage alive on the Yorkshire Coast. Down the coast a few miles, the Old Coastguard Visitor Centre proves to be a big draw to visitors arriving at Robin Hood’s Bay. Walking a few miles further south on the Cleveland Way national trail, pass the remains of the former peak alum works - now listed as a scheduled ancient monument but a lot quieter than when production for dyeing took place in what is regarded as the birthplace of the British chemical industry. The National Trust Coastal Centre overlooks the site from its advantage point at Ravenscar and is certainly worth a visit, as is the Scarborough’s Sea Life Sanctuary, where it is possible to walk with the penguins - the latest addition to the centre in 2015.

and World Cup cycle trails. Pony trek to see the countryside on horseback in the county where race horses are trained on the gallops in and around Malton. Whether a seasoned hiker, or someone who enjoys the odd ramble, there are scenic walks and trails to suit all tastes. Wildlife too can be enjoyed here and the Yorkshire Wildlife Trust manages the Puffin Mark, a badge scheme designed to identify businesses that welcome nature tourists. Natural England has also been working with local conservationists in the Carrs area at the eastern end of the Vale of Pickering in a place known as “Yorkshire’s Hidden Vale”. So to get off the beaten track and discover special places, the Yorkshire Coast offers a great deal.

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3. Culture If it’s arts and heritage that appeals then the Yorkshire Coast can cater for all tastes from the pop stars staged at Scarborough’s Open Air Theatre to drama at the Stephen Joseph Theatre where Sir Alan Ayckbourn, the renowned playwright, was Artistic Director for many years. The theatre is celebrating 60 years of “theatre in the round”, with a play performed in 1955 in the town’s library theatre beginning this circle of events. Literary connections are not just the preserve of Scarborough, with Bram Stoker taking his inspiration for Count Dracula from a visit to Whitby. The gothic vampire sparked the town’s association with the Goths, who descend on the town for two weekends ever year in May and October.

4. Cuisine Fish and chips are one of the great British institutions and a trip to the seaside is not complete without sampling the delights of freshly caught fish, mushy peas and mouth-watering thick cut chips, followed by a delicious ice cream. However, for those who prefer a superb Sunday roast with Yorkshire pudding then you need to look no further than here on the Yorkshire Coast. There are many farmers markets in the area where visitors can buy fresh local produce and many of our restaurants use locally sourced produce to create culinary masterpieces. The Egton Bridge Gooseberry Show, established in 1800, and held annually on


The town’s ecclesiastical history and the abbey witnessed the Synod of Whitby in 664AD that decided on the dates for the Easter calendar. Staithes Arts and Heritage weekend celebrates the coastal village’s links to the Staithes School, a colony of 25 nineteenth century painters inspired by the French Impressionists. Scarborough Art Gallery built in 1840 by the Uppleby Family houses a permanent collection of paintings that documents the town’s cultural heritage. Scarborough Jazz weekend takes place in September at the Spa complex, which is still the home to the oldest seaside orchestra in the country that is over 100 years old. Scarborough Cricket Festival, which started in 1876, will hold its 130th festical in 2016.

the first Tuesday in August is well worth a visit.Malton Food Lovers Market dresses the streets with stalls selling fresh produce in a town considered “Yorkshire’s Food Town”. Visitors can also take a trip to the Eat Yorkshire Festival held on Filey’s Edwardian Crescent. From cordon bleu to café-style catering, the Yorkshire Coast boasts the lot and any visitor travelling to Whitby must not leave without sampling Fortune’s Kippers, who have been smoking kippers for 139 years. After all, the largest tunny fish ever caught in British waters in 1933 was caught in Scarborough and weighed in at 851 pounds – quite a big fish!

Fortune’s KippersTony Bartholomew

Stephen Joseph TheatreTony Bartholomew

Marketing the Yorkshire CoastTourism is big business. In 2013 visitors to the Borough of Scarborough spent £488 million, with the British tourism industry worth £126 billion. Attracting visitors to the Yorkshire Coast is therefore really competitive and the tourism offer has to be professionally marketed and needs to be distinctive.A number of agencies and organisations are involved in promoting the Yorkshire Coast from VisitEngland at the national level, Welcome to Yorkshire dealing with the County focus and several local authorities, including Scarborough Borough and Ryedale District Councils, together with the East Riding of Yorkshire Council and the North York Moors National Park. It is very much a partnership approach with both the public and private sectors working in unison to market the Yorkshire Coast’s points of difference from other destinations and promoting what sets this area apart from the rest of the UK.

The marketing strategy is aimed at targeting existing markets, as well as new markets that show growth potential, with the actual marketing activity concentrated on 4 main markets:

(1.) Domestic leisure;(2.) International leisure;(3.) Business tourism; and(4.) Group and travel trade.

This strategy creates a strong brand for the “Yorkshire Coast”, highlighting the major resorts of Whitby, Scarborough, Filey and Bridlington and focuses on the short break and second holiday market segments, featuring coast, countryside, culture and cuisine thematic campaigns. These are underpinned by a year round events and festivals programme, which converts the awareness and interest in the destination into visits. Marketing and promotional activity takes many forms with the main driver now being the website

www.discoveryorkshirecoast.com. E-marketing, especially social media and podcasts to download onto mobile devices, is growing in popularity but print – holiday guides, trail leaflets and literature – are still used extensively. Advertising in newspapers, magazines, as well as TV and radio can be effective but expensive, therefore press and public relations are a really valuable tool to create awareness and coverage for the destination.

We hope this guide will be a useful start in helping you understand the many reasons why people come to the Yorkshire Coast.

We ask you to think about the top 5 reasons you would promote to your visitors and guests to make sure their experience is a memorable one.

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Beggars Bridge, Glaisdale

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Top 10 Quiz1. Where is yorkshire’s largest

freshwater lake?

a. Hornseab. North York Moorsc. Staithes

2. How long is the north yorkshire moors railway?

a. 18 milesb. 24 milesc. 30 miles

3. Which famous playwright is associated with the Stephen Joseph Theatre?

a. Alan Ayckbournb. John Godberc. Willy Russell

4. What Christian festival was decided at Whitby Abbey in 664AD?

a. Christmasb. Easterc. Lent

5. Which national trail finishes at Filey Brigg?

a. Cleveland Wayb. Coast to Coastc. White Rose Way


Whitby

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6. Who recorded the song “Scarborough Fair” in 1966?

a. Bob Dylanb. Joan Baezc. Simon & Garfunkel

7. How long isspurn point?

a. 2 milesb. 3.5 milesc. 5 miles

8. Which stately home featured in the 1980’s TV series “Brideshead Revisited”?

a. Burton Agnes Hallb. Castle Howardc. Sledmere House

9. How many years of history has been witnessed at Scarborough Castle?

a. 1,000 yearsb. 2,000 yearsc. 3,000 years

10. Which supernatural horror character hails from Whitby?

a. Carrieb. Count Draculac. Frankenstein


Whitby

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Whitby Abbey

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