Cafe society: Pier Approach reinvestment sees burgeoning Bournemouth winter traffic

Bournemouth-Pier winter success
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Business is booming so much at the Pier Approach in Bournemouth that the local council is petitioning to build a new covered extension to one of its beach-front cafes.

The bid to extend the Prom Cafe is being described as “essential” by legislators – and framed as an attempt to keep up with an increasing level of footfall to the waterfront during the off-peak winter season.

A multi-million pound rejuvenation project of Bournemouth’s Pier Approach was completed just last year, leading to a surge in visitation to nearby business driving average turnover up by 24 per cent. Furthermore, Bournemouth council claims that the project has extended the longevity of the area’s trading season: with the Prom Cafe now deriving a quarter of its annual income from the quieter winter months.

“Completion of the well-received public realm improvements in Pier Approach has seen a rise in both the profile of the area and in the dwell time of the residents and visitors it attracts,” read a council statement submitted with the planning application. “This has generated significant increased business for The Prom Café, particularly outside of the summer season.”

A decision from the regional planning authority is expected in the coming weeks.

The proposed extension represents merely the council’s latest attempt to invest in its coastal offering – other nearby plans in the offing include an adventure golf- course on the site of the town’s former IMAX theatre, and a “living wall” garden installation.

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