The Matlock Bath Report 1 The Matlock Bath Report 2 The Matlock Bath Report 3
 
Published in August 2006, after several years of active participation, observation and research
       

CLOSED SHOP

MECCA FOR BIKERS?

VISITOR APATHY

SPECIAL DAYS

IDEAS WELCOME

PRESENTATION

SEVEN STEPS TO
A BETTER
MATLOCK BATH

CONSERVATION AREA

VISIT MATLOCK BATH

 
   


An objective viewpoint

We open this short report with something of a conclusion: The future of Matlock Bath as either a scenic and popular holiday venue with historic interest or a drive through take-away-come-ghost-town, lies very much with the Derbyshire Dales District Council – the Matlock Bath business community as a whole may have good intentions, but will mostly only ever take what seems the least line of resistance – or be forced to by short-term financial considerations. These actions will not lead to an invigorated Matlock Bath, (have they ever?) but are a natural reaction among concerned traders who suddenly realise the Matlock Bath ‘pot of gold’ is not as plentiful or as consistent as it may appear when viewed on what seems to be very busy weekends. We can also testify through personal experience that those who try to invigorate Matlock Bath with something new and different will certainly meet the wall of contempt and indifference that has made Matlock Bath both stale, irritating and unstable. This wall can only be broken down by a concerted effort from all sides of the community, but we particularly stress the need for the Derbyshire Dales District Council to take a key roll in both pointing the way and coordinating a new policy of stability in this potentially wonderful village that could offer such a lucrative business and life-enhancing environment.


The object of this open report therefore is to help a discussion which will hopefully define ways of improving Matlock Bath for the benefit of all – its businesses, the people who live in Matlock Bath, the Parish Council, the DDDC and the general public, whether they be tourists or local people visiting for the day. It would be foolhardy, however, to think there can be a quick fix – the questions posed will take years to answer, but be assured, the fundamental degradation currently assaulting Matlock Bath is a reflection of a vastly changed world, where requirements among people in general and the pressures upon them have become complicated beyond recognition relative to the last two or three decades. Matlock Bath, situated as it is on the edge of the Peak District, is going to have to choose it’s future very carefully in a ever more dangerous world of arrogance, ignorance and abuse. This report comes from a successful trader and interested resident. We are not asking for help or support for ourselves, we don't need it. We are asking for a better Matlock Bath that works for all and helps to upgrade it's status as a Derbyshire residential village and tourist attraction.


A Closed Shop

One of Matlock Bath’s main problems is its seasonal nature – an ugly, self-perpetuating malady which is strangling the village. Its effect is to present the often quite reasonable numbers of ‘off-season’ visitor’s with a virtual ghost-town. The uneasiness this inspires among them is almost tangible and does nothing to inspire confidence in future visits. Too many units on the front are now geared to open, or forced to open on a dwindling number of days – including ours. Other units offer so similar a service that even given a reasonable number of visitors on ‘off-season’ days they cannot all open at once and expect to break even, let alone prosper – the result is more closed shops which breed desolation on the Parades for much of the year and apathy among those who do bother to visit.

What Matlock Bath needs in order to attract and hold a more reliable business supportive visitor base is more ‘actual’ shops and venues offering diversity. It is, of course, easier said than done. It is now difficult to establish a new venture in Matlock Bath because of the overriding preconception that Matlock Bath is only about chip-shops, cafes, instant gratification and frankly, dross. While this image is not the whole truth, having worked in the field of advertising and marketing for many years, I can advise that preconceptions are often the most important to break and yet the hardest to do so when relaunching any product. It was recently put to me that an effort should be made to ‘put Matlock Bath back on the map’; but the first problem to overcome is that it is already on the map – very firmly – but in a partly negative way. The first step to tackling the problem is to admit it.

The current approach to running businesses on the front has created a catch 22 situation – ‘visitor numbers are low for more than half the year because there is little on offer, but there is little on offer because visitor numbers are low’ – "it's some catch that catch 22". The problem is not helped by the fact that some traders will virtually not open their doors until there is a large crowd outside (or one expected), this is particularly so among those traders who cater for the seasonal or regular weekend trade – the potential here for perpetuating the catch 22 is blatantly apparent.

Having said that, it is not possible for most traders to fly in the face of current reality and try to get something new or sustained going. Believe me, we tried and know from personal experience it is currently impossible without huge financial backing. But addressing the ‘closed-shop’ approach to Matlock Bath is fundamental to making Matlock Bath work for all the community.


A Mecca for Bikers?

The perception that Matlock Bath is 'primarily' a Mecca for Motorcyclists is a bit of a myth. Bikers mostly frequent Matlock Bath on Sundays or Bank Holidays and even then, mainly in the summer season and in fine weather. On other days they are no more numerous than you might find in other places such as Bakewell or Buxton to name but a few. In fact, Biker presence takes up a very small percentage of Matlock Bath’s actual 'business time' through the year as a whole and while it is undoubtedly ‘showy’ and 'interesting', it is inevitably small and weather dependent. Having said that, and I hope our own Biker regulars will not misunderstand this, the effect it has on Matlock Bath’s general image extends through the year by ‘implication’ as much as by physical reality – which is a further handicap to the much needed diversity the village needs if everyone, including bikers, are to benefit from a visit.


Visitor Apathy


It is fair to say that visitor apathy plays a big part in Matlock Bath’s difficulties and can be witnessed on most days. This is because another area of allegiance is with the ‘psuedoseasider’ – those who use Matlock Bath with a promenading mentality and whose sole contribution is perhaps to buy an ice-cream or walk the dog. This has meant that the ‘front’ has been progressively denigrated to a level normally reserved for coastal towns and has become so seasonal now that it sometimes barely functions. Even in June, July and August weekdays Matlock Bath can often be relatively deserted, and many of those visitors who do come along seem unsure of the place – almost as if to say “where is this Matlock Bath? Why is it half-closed?” – once again, the sense of uneasiness and apathy among these potential customers is almost tangible. The bemused and blinkered, zomby-like shuffle from one end of the Parades to the other, reading out cafe menus as they go – often while eating a tray of chips is a regular sight, so disinterested are they in a broader outlook.

In some ways it is these visitors, locked into a seemingly obligatory apathetic state – dead from the waist up – that are making Matlock Bath less worth visiting – even for themselves! Matlock Bath has certainly long since lost its title of ‘gem of the peak’, but when I look around at the scenery and the potential that is here I find it difficult to fully understand why this is so. It seems something along the lines of: ‘we are what we eat’ – ‘Matlock Bath is the people it attrac
ts’.


Special Days


Because of the above, far too much emphasis is placed on the potential safety-net of 'busy' Sundays and those so called ’special days’, such as Bank Holidays and fireworks nights, but there is almost nothing for the rest of the week – in fact, these weekend events often leave a vacuum at either side of them and it is very worrying just how desolate it can be before and after a fireworks display – so much so that they are detrimental in terms of lost trade for days either side. Any casual observer will easily detect that even on a the day of the fireworks itself the bulk of the crowds often only arrive at the eleventh hour and leave immediately the show is over.

From a Traders point of view It would be far better to pursue a long-term course of making Matlock Bath reasonably busy for more of the time, rather than incredibly (unworkably) busy for a few hours three or four nights or so a year. The general impression given by the "Traders Association" (such as it is) is that the business community are not only hanging onto those days ‘and trends’, but they are hanging on to them by their finger nails. The large amount of money wasted on fireworks each year could be much better invested in improving the now aging illuminations, which have seen better days and need renewing. Modern lighting techniques could create a whole new refined image for Matlock Bath without greatly increasing the bill for installation and maintenance. If this important investment is made then Matlock Bath could truly enjoy an end of season improvement that lasts a couple of months instead of a few minutes and it would draw a whole new audience. The aura attached to the current illuminations could also be improved, since what is presented to the public in the name of Matlock Bath is often far from representative of a regeneration ethos. However, the illuminated boats can be staggeringly beautiful and are a major asset to the village.

As already mentioned, much of the problem is that when Matlock Bath is ’open’ it tends to give the perception that it is nothing more than chips and slot machines, tinged with a strange ethnic feel, which seems partly a legacy from its historical past – but has now become a detached hotch potch, lost somewhere between ‘quaint’ and ‘hideous’. Another by-product is that businesses of all types have traditionally tended to lean in some way to cult, ethnic or just tacky products – adding to the general down-market ambiance. In some ways, it could be said that Matlock Bath is not just famous for its once profuse petrifying wells, it has become one.



Ideas Welcome


Matlock Bath needs a complete rethink and an influx of fresh money and ideas if it is to flourish and attract new businesses (which bring new people). We need to alter the perception that it is a ‘motorway’, to be driven through without stopping (unless for a bag of chips) or just an endless pavement-come-hard-shoulder to be plodded from end to end with that destructive promenading mentality.

A way of doing this would be to introduced more seating and planted areas onto the stark and totally wasted pavement on the riverside of the main road. It would also stop people laying around on the pavement as they tend to do now on Sunny days. These areas may be open to vandalism, but surely Matlock Bath does not have to be bland and childproof all year round just for the sake of a few hours on Friday and Saturday nights? Surely this potential problem could be contained.

Seating areas on the riverside pavement for much of its length would break up the flow and at least allow people to stop and become part of the place – take it all in – perhaps even consider making use of the surviving shops and other venues. This would inevitably encourage further trading possibilities. It would also help change the atmosphere from a mixture of either ‘Desolation Row’ and ‘short lived frantic indulgence’, to a calm, more measured approach that might help to get Matlock Bath working most of the year rather than what is probably not much more that 180, weather dependent, disjointed days at best.

It may also be appropriate to organise some sort of Matlock Bath awareness campaign to include regular visitors to actively participate in supporting the village, or at least appreciating what is done on their behalf.

A way of attracting more shoppers, giving the current scarcity of actual shops might be to rent the parking strip along North and South Parade to stall holders on Saturdays and Sundays. Given, time, this would attract a much larger visitor population with more interest and spending power and add a better ambiance to the place – those that would normally drive on through might well stop and take a look. Rather than compete with businesses, this approach would actually help it grow by bringing in people who ‘actually shop’.

Another idea which needs consideration is to increase the parking time allowed on North and South Parade on Winter weekdays from November to May to two hours. This would have the effect of allowing people do more than just walk from one end of the village to the other and back, before having to drive off. It would also force more people into the car parks who would naturally become longer-stayers. Perhaps an experiment with losing some of the parking at the narrowest places on North Parade and widen the pavement to to road edge, use seats and planters and and get rid of the unproductive conveyor-belt feel that naturally draws everyone blindly along. This would serve to make the place more comfortable for pedestrians, as Councils are now doing in towns and cities around the world. The A6 doesn’t have to feel like the M1 and certainly not in such a beautiful and public area.



Presentation


A more effective policy of promoting and enhancing the traditional look of the front would be beneficial, while still offering businesses the chance to flourish. Matlock Bath is a unique place and many of its unused features and current half-hearted attitude at conservation are an opportunity completely wasted. Take a look at the first and second floors of buildings in any town in England outside a conservation area and you will not see anything much different to Matlock Bath, but the shops fronts in many of these towns are often far better preserved, restored and generally considered.

There is also a tendency now for the Local Council to seeming turn a blind eye to inappropriate signage and illumination. Some of which is seasonal, but seems to adorn the buildings that suffer from it like a cancer throughout the year. It is starting to become like garish parasitical ivy - in short – do we have to have 'Christmas' and untidy illuminations all year round in a so-called Conservation area? Surely not. When we bought our own building here in the late 1990's we were reassured that this would not happen, and worked with the Council to make sure our own plans did not infringe upon any Conservation Area, or Buildings Regulations code. Looking around us now a some very blatant rule breaking, we feel very let down – but the problem can be easily solved with a little practical application and diplomacy.

The conservation attempt in Matlock Bath is weak-willed and needs strong guidance and direction in order to promote a beneficial return to its former status. It is clear that a great many visitors still come to Matlock Bath for its scenery and historical ambiance, but more and more they are heard to complain how seedy and down market it has become and how different Matlock Bath would be if it were almost anywhere else in the country– it is a hugely wasted tourist resource and the people who complain most are those with a natural inclination and the income to spend more; this is not a wholly mercenary comment – Matlock Bath needs cash badly and the current majority of regulars are spending their limited resources in only one or two areas and are starving out attempts at diversity – this is market forces at its most negative and extremely dangerous for Matlock Bath. It will take a great deal of time and effort to recover what has been lost, but Matlock Bath has been here for a long time and will outlive us all. I think she deserves a great deal better than the tatty legacy of decline and abuse she has currently had bestowed upon her.

 

 
The Matlock Bath Report 4 The Matlock Bath Report 5 The Matlock Bath Report 6
 
 

 

1. Lose the seasonal seaside image

Matlock Bath’s odd inland seaside image is partly created by the natural promenade aspect inherent in it’s limited geography, but also partly because it was misguidedly 'streamlined' in the 1960's. The promenade mentality works to some degree, but at the end of the day it just leaves Matlock Bath desolate and discarded and 'tatty-looking' for much of the year. Another negative effect is that it causes visitors to shuffle or stride briskly along the ‘front’ and do nothing – in short, it's a marketing disaster and needs breaking up in to defined Areas.

2. Encourage a less ‘Down Market’ Matlock Bath

It is more important than ever that Matlock Bath upgrades it’s image. There are increasingly non-spending social classes, bored with life and seeking to freeload and Matlock Bath is an easy target for that. It is undeniable that Matlock Bath has been aiming at this low-end market in recent years, but it is hardly lucrative in general terms and again, a very poor marketing strategy.

3. Use Matlock Bath’s scenic and historical value to greater effect

Many visitors to Matlock Bath get totally the wrong impression – so many miss the setting and the wonderful architecture and only see the dross that has become far too ‘in your face’ lately. we understand the pressures of trying to survive here in business and get noticed, but let the place have dignity and be allowed to breathe!

4. Develop the illuminations
The illuminations raise many comments. Some see them as naive, out of date, in need of renewal, others see them as a life line for business and an asset for the village. In actual fact, both these views are true. The illuminations do help Matlock Bath and have some historic value, especially the illuminated boats, but as they stand, the ‘illuminations’ are a bit of an embarrassment. They need enhancing and then promoting as such, but not in an ad hoc way advocated and practiced by some traders.

It must be remembered though that the illuminations will not help ‘daytime businesses’ and will be detrimental to them. Those business that cannot offer their services as evening venue will suffer. Daytime/evening venues will also suffer during the daytime. This is particularly true when there are fireworks attached, which force visitor numbers into a few short hours and frustrate all attempts at running normal business here. Some will tell you that it revives interest in the village, but the village is buried alive on those night with a heaving 'football' crowd' seeking nothing more than instant gratification and it's image is damaged, if anything. Let's be honest, the firework just sub the unworkable numbers of fish shops we have here at present and at the end of the day there is no business stability attached – it's just robbing Peter to Pay Paul. Money raised for fireworks would be better spent improving the illuminations on a year on year basis. In five years they could be very good indeed, though still expensive to install, maintain organise and run.

Having said all the above, controls have to be in place to make sure they are properly removed at the end of their season. Some business depend upon Matlock Bath's value as a historic, scenic village and would not benefit if the North and South Parades start to look like the North end of Cleethorpes. The residential aspect would suffer greatly too.



5. Develop overall stability in Matlock Bath


Matlock Bath must improve year-round stability in order to survive as more than just a drive-through take-away with umpteen chip-shops. The village seems barely alive during far too many months of the year, forcing more shops and venues to close which has a knock-on effect. There are about 180 realistic business days per year at the moment out of a potential 364. If those 180 days were overwhelming lucrative everything would be fine – maybe, but even they are a struggle and very weather dependent.

6. Look to the future

Times have changed and all the above has to happen if Matlock Bath is to become a place for lucrative business and a decent way of life for residents. Those that say it has taken 20 years to get like it is now and will take 20 years to improve are partly wrong – it has become much worse in the last four or five years and can be turned around just as quickly. In any event change has to start now!

7. It's up to you to have your say

If you say nothing Matlock Bath will continue to slide in both a business and a residential sense. There are some very misguided attempts at control going on here on both sides of the fence. The Derbyshire Dales District Council is the key to a better Matlock Bath and Matlock Bath needs it's leadership, guidance and enforced legislation and it needs it now. It also needs a more enlightened approach from business people and residents – one which leaves the resent past behind and embraces Matlock Bath's wonderful Historic past, which is a much more pleasant place to live and probably more lucrative from a business point of view.

   

Matlock Bath Conxervation Area

What is a Conservation Area?

A Conservation Area is 'an area of special architectural or historic interest, the character or appearance of which it is desirable to preserve or enhance'. Section 69 of the Planning (Listed Buildings and Conservation Areas) Act 1990 gives local authorities the power to designate a Conservation Area within their local planning area.

How is a Conservation Area Designated?

Conservation Areas are designated in recognition of the importance of both the buildings, (individual and groups) along with the relationship of the spaces, within a specific area. History, architecture, landscape, layout of public and private spaces, parks and gardens, greens, trees, historic street furniture and historic street paving can all be recognised as important within the framework of a Conservation Area.

What does Conservation Area Designation mean in relation to Planning Permission?

Conservation area designation introduces some extra controls to protect the special qualities of the area. This means that planning permission may be required for certain work, that outside of a Conservation Area would normally be classed as 'permitted development'. Once an area is designated a Conservation Area, the Council has a duty to advertise proposals that may affect it, by site notice and in the local press, so that public opinion can be obtained. Applications for 'outline' planning permission may often not be appropriate as full information as to the impact of a proposal may be required in order to properly assess the scheme.

What is an Article 4 Direction?

The Local Planning Authority can introduce Article 4 Directions where it considers that the importance of the area warrants even more stringent controls. This type of Direction introduces further controls which can apply to a wide variety of issues, such as control over replacement windows and doors, the introduction of porches, the building of walls, retention of architectural detail and painting to name a few. In Derbyshire Dales District there is an Article 4 Direction in relation to properties in Matlock Bath, predominantly along North and South Parade.

What follows is a downloadable (in PDF format) verbatim and unchanged version of the excellent Derbyshire Dales District Council Conservation and Character Appraisal for Matlock Bath completed in 2006. It is important to note that all three documents comprise the full appraisal and are the copyright of the Derbyshire Dales District Council. They should download automatically when you click the links. We take no responsibility for any problems that may arise from these files. See our terms of use at the bottom of our web site and also our note about DDDC copyright.

The Matlock Bath Conservation Area Character Appraisal

Planning Policy Guidance Note 15 - Planning and the Historic Environment (September 1994), stresses the need for local planning authorities to make an assessment of the special interest, character and appearance of all conservation areas in their district.

English Heritage guidance, published in 1997, provides detailed advice for Local Planning Authorities to use in undertaking the assessments envisaged in PPG15.

As a means of ensuring that the advice set out in PPG15 is met, the Council has approved a comprehensive programme of conservation area character appraisals, for use in connection with the review of both existing and as a pre-requisite for the designation of new conservation areas.

Matlock Bath Conservation Area was designated a Conservation Area in 1972 by Derbyshire County Council and extended in 1978 to include areas of landscape fundamental to the area. Its original designation was one of the earliest designations following the Civic Amenities Act in 1967.

The Matlock Bath Conservation Area Character Appraisal has now been completed. The appraisal looks at the special qualities and interests of the area such as it's archaeological significance, the architectural and historic quality of the buildings, the relationship of the buildings and spaces, the landscape and the setting of the conservation area. The document also includes recommendations for amending the boundary of the conservation area.

To download and view the Matlock Bath Conservation Area Character Appraisal click on the links below:

Section 1 (PDF) Click Here

Section 2 (PDF) Click Here

Section 3 (PDF) Click Here

Please note that all three documents comprise the Matlock Bath Conservation Area Character Appraisal.

The three downloadable files above are exactly as presented by the Derbyshire Dales District Council and are the copyright of the DDDC. They are provided for personel use only and must not be reproduced in whole or in part without their written consent.
Any comments about these specific files should be addressed to the DDDC.



The Matlock Bath Report was written by the creator of the 'Life in a Lens Museum of photography and Old Times' and 'The Victorian Teashop in Matlock Bath Bath itself. The Matlock Bath Conservation Area Character Appraisal is the copyright of the Derbyshire Dales District Council.

We opened 'The Victorian Teashop' as a facility of the museum and also run a live web cam from our building which features the Jubilee Bridge. For several years now we have invested a great deal of time and money in the village and the philosophy of our success is simple: 'Don't ask what Matlock Bath can do for you, ask what you can do for Matlock Bath".

www.visitmatlockbath.co.uk

 

 
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