Put the bucket away and the shovel and unroll the yoga mat. Scarborough hopes to renew its image as a traditional seaside resort by attracting millennials with the promise of surfing, doing exercise on the beach and watch dolphins at sunset.
The North Yorkshire , which claims to be England's premier seaside resort, wants to capitalize on the national holiday boom by showing young people in their twenties, 'Scarbados' aren't limited to playrooms and donkey rides .
A marketing campaign will target “urban millennials” directly, who might generally opt for Ibiza or the Algarve rather than the white golden sands of the North Sea coast.
"There are a misconception that beach resorts are just traditional beach resorts and that there is nothing for millennials or younger markets when there absolutely is, "said Janet Deacon, Tourism Officer for Scarborough City Council.
Deacon Declare that the town would mark its 400th anniversary as a family-friendly destination by promoting its lesser-known attributes - such as adventure sports, live music, shore yoga, dolphin watching and coastal hikes geared towards Instagram - to a younger generation.
Scarborough has relied heavily on tourism since it became a seaside resort in the early 1700s, with almost half of the city 's 47,000 employees work in industry. Like many seaside resorts, it has the target s suffered during the pandemic because the vast majority of its 10.2 million annual visitors stayed at home.
Zoe Burns, 30-year-old has held sunrise yoga classes in North Bay Beach since Covid forced her to move hotels and gymss. While the first session didn't go as planned - "a dog ran and peed on the yoga mats." It was a comedy of mistakes "- they have since proved popular.
" I would just like to see Scarborough a little more vibrant; he needs a boost. I'm all for the new generation of visitors, ”she said. “It would be nice if people rediscover Scarborough. A few years ago they might have thought of this as a bachelor party type place, but there's more to it than that.
Supporters of "Scarbados" point to its growing art and music scene - Britney Spears performed there in 2018, with renowned artists such as Nile Rodgers and Stereophonics line up this year - as proof of a rebirth of hisfortune.
England's first Bike & Boot hotel, catering to the most active holidaymaker, opened last year after remodeling a Georgian building by the sea with elegantly decorated rooms and a cocktail bar. “You can still do the penny arcades, but there's more to Scarborough now with the regeneration going on. It's starting to modernize, ”said Christianne Lane, hotel reservations manager.
The city still faces great challenges. Behind the promenade live some of England's poorest families and it has one of the highest suicide rates in the country. Its predominantly elderly residents have complex health needs but must travel far from the city to access services.
Scarborough 's relative isolation means it has recorded fewer deaths and cases of coronavirus than average. TheThree-quarters of its a adults are doubly vaccinated, compared to 69% across England, giving great hope that an end to the pandemic is in sight, even as cases are rising sharply.
John Senior, who runs three restaurants in Scarborough, said he believes the resort is about to be reborn. "This is the first time in my entire working life in Scarborough since the 1980s, when Scarborough was considered a sexy resort town, that there is a real sense of hope, redefinition and belief. in our town "he said, pointing to new investments and enduring treasures such as the Castle and the Victorian Cliff Railway.
"It hasn't really changed that much in 400 years. It is one of the wonders of the place. What we have is absolutely unique and compares favorably to anywhere in the world: San Sebastian, Santander, wherever you choose. "