Background

There are a number of businesses along the North Norfolk Coast, particularly to the east of Cromer, which lie within and immediately behind the Coastal Erosion Risk Zone as identified in the Shoreline Management Plan, which as a result of the possible change of policy with respect to the future maintenance of coast defences, may lack the confidence to invest in their business operations and have wider impact upon the perceptions of the area as a visitor destination.

Over time it is feared that the uncertainty caused by the risk of coastal erosion and change will impact negatively on levels of business confidence, leading to short-term visioning in business planning and a lack of investment by such businesses over the medium term.  It is feared that this lack of business confidence will result in a weakening of the local economy – particularly as the majority of businesses are of locally significant importance to the local tourism sector which is based upon the coast / beach offer – either being accommodation providers (hotels, caravan parks) or directly support the tourism offer (being shops, cafes, pubs, restaurants etc). 

Other businesses potentially affected may directly support the local community in that they provide valuable village / community services – eg pubs, food shops, the potential loss of which will serve to undermine the wellbeing of these communities.  There are also a small number of other businesses within the Coastal Erosion Risk Zone including fishing businesses, residential care homes, agricultural businesses which may not be in sectors directly related to either the tourism or local community service provision, but which contribute to the character / sense of place of the area and will also need to plan for the future of their business around the risks posed through coastal change in the years to come.

Through the Business Advice Project the District Council wishes to engage with these businesses and provide a programme of support within the Coastal Erosion Constraint Zone and targeted settlements over the twelve months April 2010 – March 2011. 

The project aims to encourage confidence and alleviate blight through businesses and also provide evidence and information to financial institutions to enable them to reassess their investment policies and encourage lending in locations posed by the effects of a changing coastline.

The form of the business support will be a coordinated process whereby eligible businesses will be lead through phases of support including:

• initial business health check diagnostics resulting in an action plan;
• access to specialist advice or advice workshops;
• the opportunity to develop or refresh a Business Plan
• the opportunity to apply for further support available through the Pathfinder Programme.

Following these phases it is planned that the businesses will be provided with long term aftercare at 9, 18 and 36 months from the date of the agreed action plan.