New images released for plans for Great Yarmouth: North Quay regeneration
New pictures have been revealed
New images have been published showing how a neglected area of Norfolk could be transformed into an upmarket town quarter.
Great Yarmouth Borough Council has submitted its ambitious plans for the North Quay district, which it has described as the “biggest transformation the town has seen in decades”.
The £150m regeneration project will create a retail outlet centre with 70 stores, a food quarter with restaurants and coffee shops, a 120-room hotel, an IMAX cinema, a 915-space car park and padel courts.
Under the proposals submitted to the council’s own planning department, 60 homes could also be built and improvements will be made to Vauxhall Bridge, which connects the area to the railway station.
More than 1,200 jobs are expected to be created by the regeneration, in addition to 500 during the construction phase.
It is anticipated two million people will visit the site every year.
The scheme is going to be partially funded by £20m from the government’s levelling up fund.
A decision is expected on the application by early 2027 and if approved, the site could open by 2030.
Carl Smith, leader of the council, said: “To see the planning application submitted for Quayside in Great Yarmouth is an enormous step forward.
“Regenerating this key gateway location at North Quay will provide the biggest transformation the town has seen in decades and will deliver huge benefits for the borough and its vital tourism industry.”
Trevor Wainwright, leader of the Labour group, added: “The detailed work that has gone into this planning application means our ambitious vision for Great Yarmouth’s neglected North Quay can now be realised.
“Quayside will complement and add value for existing businesses and provide an incentive for people to spend more time in our town.”
The council has worked alongside Rioja Estates, which has experience of building retail outlets across Europe, and developer Willmott Dixon.
Giles Membrey, managing director of Rioja Estates, said: “We know that when you introduce a high-quality, value-led destination, which is what an outlet is, and combine it with strong leisure, overall footfall rises, dwell times increases and the wider town centre benefits.
“Quayside will complement Great Yarmouth town centre and help it thrive.”
Bosses at the firm say there is a gap in the market for a designer outlet in the seaside town.
Matthew Knight, national head of development at Willmott Dixon Developments, added: “This is an exciting opportunity to unlock the potential of a key waterfront site, creating new jobs, homes, leisure opportunities, and public spaces while strengthening connections between the town centre and waterfront.”
By redeveloping the area, the council is hoping to reconnect the town centre with the waterfront via the Conge and establish a modern, distinctive destination for tourists and locals.
The transformation will involve improving footpaths, upgrading crossings, and encouraging people to walk and cycle more.
Talks have already taken place between the council and Greater Anglia to see the town’s nearby station can accommodate more passengers.
Officials say the Grade II listed buildings at 80-82 North Quay will be kept and repurposed.
The area was a key site for the town’s fishing industry in its heyday but has more recently been used for industry and housing.
Its location close to the river provided access to trade routes for the large Quay Mill and the Fishers Deal yards.
The riverside was an important dock yard and historic maps even showed a bowling green along the waterfront.