One of the key regeneration sites in Southport has won planning permission from Sefton Council.
The former Continental Hotel, at 22 Promenade, will now be converted to create nine, two-bedroom apartments with a new restaurant on the ground floor in a £1 million transformation.
The site, on the corner of the Promenade and Scarisbrick Avenue, is a vital building linking Southport town centre and the seafront.
The historic former hotel has been vacant and derelict for the past 18 years.
But now its owner has revealed significant ambition to bring the double fronted four storey period building back to life, revitalising the street and helping to attract further private investment into an area which Sefton Council is keen to see improve.
Last year, the local authority completed a £1 million transformation of Scarisbrick Avenue, which it hopes will encourage more visitors to pass through as well as attracting more businesses.
Three years ago, Sefton Council commissioned acclaimed street artist Paul Curtis to paint an impressive four-storey Red Rum mural on the gable end of a building on Scarisbrick Avenue, next to 22 Promenade, as one of the highlights of its Sefton Borough of Culture year.
The £1 million conversion of the former Continental Hotel and licensed restaurant into nine self-contained apartments on the upper floor with a new restaurant to the ground floor will further re-energise a previously neglected sector of Southport town centre.
In his report to councillors Sefton Council Chief Planning Officer Derek McKenzie said: “The conversion of the upper floors of the building are likely to ensure the continuation of this building and secure maintenance to the betterment of the Conservation Area as well as to the corner of a key pedestrian route from Lord Street through to King’s Gardens and the coast beyond that.
“Introducing further residential uses / households within the area may have a limited impact on increased spending within the immediate area to the betterment of the vitality and viability of Southport town centre, while the retention of ground-floor commercial uses is also likely to aid this as well as retaining the characteristic mix of uses within the Conservation Area.
“The proposed re-use of this building will be essential to the preservation of this building within the Promenade Conservation Area and will also provide for regeneration benefits in an identified regeneration area.”
The scheme will add to further regeneration work taking place in the town, with work on the new £73 million Marine Lake Events Centre starting this July.
The first two phases of The Grand on Lord Street opened last year, while plans for the conversion of the former Garrick Theatre were submitted earlier this month.
Rod Ainsworth Architect in Southport created the design work to breathe new life into 22 Promenade which will add to the resort’s new-found resurgence.
He said: “We need to see the benefits of bringing this magnificent building back into use.
“This is a key building in the regeneration of Southport, by bringing back a Grade II Listed building to life.
“The owner is a local businessman who has several properties in Southport, including on Lord Street, and is invested in seeing the town do well.”
The Continental Hotel closed its doors in 2005 and its absence has been much missed.
The 2021 Historic England Heritage At Risk Register described the Promenade in Southport as being in ‘Very Bad’ condition with a ‘Medium’ level of vulnerability and there is much work to be done to change that rating.
Residents who move into the new apartments will be able to enjoy stunning views and easy access to the beautiful Kings Gardens, which includes an adventure playground, the model railway village, a miniature railway, a crazy golf course and more besides.
Rod Ainsworth said: “22 Promenade has been vacant for a very long time now, and we need to bring it back.
“Bringing people to live in the town centre will help to support local businesses and will also encourage further private investment in a neglected area.
“Granting this scheme will liven up Scarisbrick Avenue and the Promenade, bringing more people going to and fro between the town centre and the seafront.
“There are lots of vacant shops on Scarisbrick Avenue at the moment but reviving this building will bring a real vitality back to the street.”
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