The role of leisure, culture and tourism within masterplanning has never been more crucial. Whether the master plans relate to urban, rural or coastal locations, leisure is a key driver in establishing economic growth and in differentiating the offer and creating a “sense of place”.

The preparation of detailed audits and mapping of assets is an important element in the masterplanning process and enables the team to objectively assess the products and services available on a “24 hour a day” basis. Recommendations on new facility development based not only on the audit but on an understanding of and relationship to the industry (through constant updating using soft market testing), ensure pragmatic and deliverable outcomes – evidenced by our work in Morecambe on behalf of Lancaster City Council