A Visitor Development Plan for the ‘Arkwright/Cromford’ Cluster
draft
Contents
Executive Summary
1.
2
Introduction and context

Background

Project aims

Process
Current situation

The tourism context and general visitor economy

The study area

3
4
5.
-
visitor offer - product mix, key attractors, links and events
-
signage, orientation and interpretation
-
transport connections
-
accommodation and other visitor products
Comparable WHS destinations
Influencing factors

Related strategies and plans

The emerging role of Cromford Mill
The cluster as a visitor destination

Summary of current scenario

The potential destination
-
the proposition
-
target audiences
-
the product mix
-
identity and branding
-
infrastructure and services
-
information and interpretation
-
signage and orientation
-
economic impact
Recommendations

Destination management

Destination development and marketing - a phased approach

Recommended actions - pre 2012

Recommended actions - post 2012
Visitor Development Plan for Arkwright/Cromford Cluster
Page 2
Executive summary
The tourism strategy recently being created for the DVMWHS explores the long-term development of
the WHS as a visitor destination. The strategy adopts a previously endorsed principle on visitor
dispersal and movement based on key hubs, including an Arkwright/Cromford Cluster at its northern
end. This location means it has greatest potential to attract high numbers of Peak District visitors
southwards into the WHS, and therefore possibly the greatest economic impact upon DVMWHS.
Although the area already attracts many thousands of visitors to individual sites and places, the concept
of the Cluster as a visitor destination does not yet exist in the minds of current and potential visitors – it
needs to be created. This will require the individual and separate parts to be presented as a single
entity, a group of inter-related visitor products and experiences.
Creating the concept is relatively straightforward, although its credibility as a Derbyshire and regional
tourism product will take some time to build. Developing the Cluster into a coherent, joined-up and well
organised destination with good transport management, interpretation, visitor facilities and services is
more of a challenge. It will require even closer partnership working and support, and a collective will to
‘make it happen.’ Its sites and products are inconsistent in quality and it needs time to reach a stage
when it is logical to promote it to a discerning public which expects a high quality visiting experience.
This Visitor Development Plan considers the Cluster’s current product mix, and explores influencing
factors, including a number of relevant existing plans which relate to the built environment, transport,
local infrastructure and tourism in general.
Given the variety of existing and developing visitor product in the area, the Plan identifies that Cluster
has the potential to offer an experience built on an almost unique mix of built heritage and natural
landscape to rival most comparable UK world heritage site destinations. Based on the strengths of the
Cluster and its products, this Plan recommends a proposition based on five key elements or ‘attractors’:
o
The main Visitor Interpretation Centre for the Derwent Valley Mills World Heritage Site
o
A variety of fascinating and significant industrial heritage attractions
o
Gentle outdoor experiences based around attractive waterways and nature reserves
o
Mill-based retail clothing outlets
o
Special events, tours and walks
We consider key requirements to make this a reality are:
o
Promotion of the Cluster using a single unifying identity
o
A pro-active approach to traffic management and to linking rail infrastructure to the cluster
o
Investment in visitor infrastructure – especially interpretation and orientation material
o
A joined up approach to visitor management and to the promotion of the cluster
The recommendation is for DVMWHS is to establish a single simple identity for the Arkwright/Cromford
cluster of products, enabling it to be promoted as a single mixed-use destination. The Plan suggests a
new identity and explains the rationale behind this selection.
The difficulty of measuring the impact of the visitor economy is considered, and measures identified
which will help to maximize and monitor the economic impact on the Cluster.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 3
Successful development and continued success of the Cluster requires a holistic management approach
to planning, marketing and visitor services. This will help to focus investment in infrastructure,
encourage joint management of tourism activity and promotion, improve the visitor experience, and
increase economic impact to all concerned. Suggestions for destination management activities are
therefore included.
Finally, the Plan outlines a phased approach to the development of the Cluster, based around a
milestone of 2012, and recommends a series of actions to be completed, both pre and post this
milestone.
Jim Oribine
December 2009
Visitor Development Plan for Arkwright/Cromford Cluster
Page 4
1.
Introduction and context
Background
1.
The tourism strategy recently created for the DVMWHS explored the long-term development of the WHS
as a visitor destination. The strategy adopts a previously endorsed principle on visitor dispersal and
movement based on two key hubs – Cromford and Derby, with Belper as a possible third. It envisages
the creation of a ‘value chain’ that flows two ways; from the Peak District in the north and from Derby in
the south.
2.
The Strategy’s forward plan contains 13 recommendations, including the creation of this
Visitor Development Plan for the Arkwright/Cromford Cluster – both an action plan and a foundation for
funding bids. The rationale for a co-ordinated approach to the development and further investment at the
northern hub is:

It is the strongest cluster of visitor products within the WHS, offering a rich and diverse mix of
indoor and outdoor activities and experiences.

It offers the greatest harmonisation of built heritage, social history, natural landscape and retail
experiences

Its northern location means it has greatest potential to attract high numbers of Peak District
visitors southwards into the WHS, and therefore potentially the greatest economic impact upon
DVMWHS.

There is space available at Cromford Mill for development of a WHS visitor centre, new visitor
infrastructure and an extensive events programme.

There is adequate space available at Cromford Wharf and Masson Mills to accommodate
increased numbers of cars and coaches.

Access routes by road from the A38 and M1 are good.

Cromford Station provides a rail link with Belper & Derby hubs, giving the opportunity for
sustainable non-road transport solutions.
Project aims
3.
The partnership is agreed for the need for a Visitor Development Plan for the ‘Arkwright/Cromford’
Cluster - an integrated action plan for tourism development, a framework for stakeholder and partner
engagement, and a foundation for future funding bids.
4.
The project has aimed to identify the Cluster’s current visitor proposition, explore its potential as a
mixed-use visitor destination of the future, and consider a number of key elements including:

the product mix

infrastructure, interpretation and orientation

visitor management and visitor services

transportation (into and around the site)

economic impact
Visitor Development Plan for Arkwright/Cromford Cluster
Page 5
Process
5.
The study has involved:

an initial scoping meeting with the DVMWHS project steering group

site visits to all parts of the Cluster area, including riverside and canal-side routes between
Matlock Bath and Ambergate
6.

a review of related strategies and plans

one-to-one consultations with individuals representing local organisations and groups,
including;
o
o
o
o
Sarah McLeod (The Arkwright Society)
Chris Coombs (Derbyshire County Council Countryside Service)
Robert Aram (Masson Mills)
Neil Dye (Masson Mills)
o
o
o
o
o
o
o
o
o
David James (Visit Peak District & Derbyshire)
Dave Brooks (Derbyshire Dales District Council)
Mike Hase (Derbyshire Dales District Council)
Gill Chapman (Derbyshire Dales District Council)
Alastair Morley (Derbyshire County Council)
Andrew Caughey (John Smedley Mill)
Glynn Wilton (Crich Tramway Village)
Geoff Blisset (Derbyshire County Council)
Tim Roger (Willersley Castle Hotel)
o
o
o
o
o
Robin Hall (Peak Mining Museum)
Robin Hall (Peak District Mining Museum)
Jeremy Beckett (Cromford Parish Council)
Patrick Morriss (Friends of the Cromford Canal)
Cllr Gary Purdy (Derbyshire Dales District Council)
During these consultation meetings, we have discussed:

Existing plans & strategies, particularly those related to their own organisations and/or sites

Opportunities for development within the Cluster area

Positive/negative implications of the Cluster concept

Relevant issues and barriers to progress
Visitor Development Plan for Arkwright/Cromford Cluster
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2.
Current situation
The tourism context and general visitor economy
7.
Tourism contributes an estimated £1.3 billion to the local economy in the Peak District and Derbyshire,
and the area attracts over 35 million visitors per year. The promotion of the destination is managed by
Visit Peak District and Derbyshire, a public/private sector partnership, supported financially by emda,
local authorities and numerous private sector tourism industry businesses.
8.
The Peak District is nationally recognised and a major brand within the region, famous for stunning
landscapes, a rich and diverse cultural heritage and nationally important historic homes. This area
covers not only the Peak District National Park itself, but also the adjoining areas within High Peak,
Derbyshire Dales and Staffordshire Moorlands, that contain many attractive market towns and historic
villages. The National Park receives more than 22 million visits annually and is the second most visited
in the world. The wider Peak District area is a well-established tourist destination, containing major
attractions such as Chatsworth House, Carsington Reservoir and popular tourist towns such as Buxton
and Matlock Bath. The area experiences high numbers of day visitors where sustainable tourism
initiatives, visitor management and public transport are priorities.
9.
Many of the attractions within the Peak District & Derbyshire have industrial or transport themes, which
along with World Heritage status, offer significant tourism potential. This is a popular visitor destination
that has developed niche markets for factory shopping, film locations and events. The DVMWHS itself
extends approximately 15 miles north to south along the Derwent Valley, stretching from Masson Mills at
Matlock Bath to the Industrial Museum housed in Derby’s Silk Mill. Popular walking and cycling routes
generally follow the route of the river. Some form part of the Derwent Valley Heritage Way which
stretches from Ladybower Reservoir in the north to Shardlow, south of Derby.
10.
At a regional level, the DVMWHS has been identified by East Midlands Tourism (EMT) as an important
development project, particularly being the only world heritage site within the East Midlands. EMT’s
Tourism Investment Opportunities Assessment (TIOA) carried out by Scott Wilson in 2007
acknowledges its potential as a future tourism driver, while also recognising that at present, it does not
achieve iconic status and compares poorly with well-known destinations like the Peak District,
Chatsworth & Sherwood Forest which have attracting power for the visitor.
11.
2005 STEAM data for Amber Valley (in which most of the DVMWHS is located) shows that the main
market to the area is the day tripper, with overnight stays accounting for around only 8% of the total
visitor numbers. However, in neighbouring Derbyshire Dales to the north and west, staying visitors
represent some 15%. The spread of serviced and self catering accommodation provision for staying
visitors also reflects the wider distribution of leisure visitors at the northern end of the WHS. Records
show that Derbyshire Dales contains around 9 times the number of establishments (at around 1300)
than Amber Valley. In 2005, 137,000 visitors were recorded to have stayed in Amber Valley and
541,000 in Derbyshire Dales.
Visitor Development Plan for Arkwright/Cromford Cluster
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12.
A lack of captured data by WHS partners makes it virtually impossible to determine the current scale of
the visitor economy within the DVMWHS and around the potential Cluster area. STEAM economic
impact data is only available for the Derbyshire Dales and Amber Valley boroughs as whole boroughs,
and it is not possible to gauge the impact of tourism on the WHS itself.
13.
In most cases, visitor numbers to the WHS attractions are only estimated (eg. Cromford Mill at 100,000)
and at most other sites no figures are available. Some data on visitor numbers around the Cluster area
can be captured from people counters and car parking charges, but income at retail operations and
catering outlets cannot be separated-out to isolate visitor spend from that of local residents. Studies
suggest that Cromford Canal and High Peak Trail attract some 200,000 visitors a year, which is not far
short of capacity given the Site of Special Scientific Interest (SSSI) status. Much of the outdoor activities
and experiences are free of charge, the current visitor spend per head around much of the Cluster area
is likely to be fairly low.
The study area:
The visitor offer - product mix, key attractors, links and events
14.
The group of industrial heritage and related sites around the Cromford area represents perhaps the
strongest cluster of ‘tourism’ product in the entire World Heritage Site. As a fully developed visitor
proposition, it would be not dissimilar to New Lanark World Heritage Site in terms of harmonisation of
built heritage, social history, natural landscape and retail experiences. And as the ‘birthplace’ of the
factory system, its significance provides the potential to generate national and international heritage
tourism on a large scale.
15.
15.
The potential Cluster is considered to include:
o Masson Mills
o Cromford Village
o
o
o
o
o
o
o
o
Cromford Mill
St Mary’s Church
Cromford Station
Willersely Castle
Cromford Wharf (including Wheatcrofts Wharf)
Cromford Canal
High Peak Junction Workshops
Leawood Pumphouse
o
John Smedley’s Ltd
A broader visitor experience could also include:
o
o
o
The connecting routes (road, rail and footpath) northwards into the restored parks of Matlock
Bath
The Peak District Mining Museum in Matlock Bath (as a nearby industrial heritage attraction
and the nearest official Tourist Information Point)
The connecting footpath and cycle route from High Peak Junction to Middleton Top
Visitor Development Plan for Arkwright/Cromford Cluster
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Arkwright/Cromford Cluster – key sites and routes
16.
It is fair to say that the overall visitor offer within the group is currently inconsistent in quality and
fragmented in nature. In the face of other major conservation priorities in the eight years since achieving
WHS designation, tourism development has understandably not been a significant strategic driver for
many of the organisations involved. However, the huge achievements made by many in restoring and
conserving the built heritage, as well as the commitment by local authorities to preserve and protect the
natural landscape, means that the Cluster is now ready to move towards a more pro-active ‘tourism
mode’.
Currently the visitor offer comprises the following sites and features:
Visitor Development Plan for Arkwright/Cromford Cluster
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17.
Masson Mills - Sir Richard Arkwright’s 1783 showpiece Masson Mills are the finest surviving and best
preserved examples of an Arkwright cotton spinning mill, and this imposing building is an iconic visual
gateway to the world heritage site at the northern end. Today, some 80% of the mill forms a successful
shopping village (including Edinburgh Woollen Mills), licensed restaurant and conference facility, and
the ground floor and basement house a working textile museum incorporating authentic historic working
machinery. The owner has recently created a ‘Victorian Workshop’ and is in the process of building a
working steam engine, the ‘sister’ engine to the original machine which at one time powered the mill.
The museum is open daily, but whilst it attracts heritage enthusiasts and many school groups from all
over the midlands (around 15k people), there is little use of the facility by the tens of thousands of
visitors for whom Masson is a purely retail experience. This retail offer is currently likely to be the
greatest single attractor of visits to the Cluster area (and to any of the DVMWHS sites) and
consequently that which has the greatest economic impact, although shopper numbers are not openly
available. The riverside setting is spectacular but little utilised as part of the visitor offer, except for those
taking the museum tour. Good on-site parking facilities are available for cars and coaches. There is
some good interpretation material about the Mill within the museum area, but none about the
surrounding area or WHS as a whole.
18.
Cromford Village - Cromford is the factory community built by Sir Richard Arkwright and his son
Richard Arkwright Junior. The village has many interesting historic features, including the Market Place,
Greyhound Hotel, workers’ housing, the Lock Up, Pond and the mill water courses. Grant-supported
work is gradually helping to maintain and restore many parts of the village fabric and its original
character. Regular walking tours for visitors are delivered by the Arkwright Society based at nearby
Cromford Mill, but there is no formal recording of visitor numbers in the village, and no site specific or
WHS interpretation material. The village contains a good selection of small independent retailers and
eateries which add to its visitor appeal, and a long-established and well known bookshop. In recent
years however, a number of businesses including a bank, filling station and greengrocers have
disappeared. "Celebrating Cromford", a weekend festival celebrating the village and the talents of the
people who live here, started in June 2005 and has become an annual event. Through the central parts
of Cromford, the visitor experience is severely affected by traffic congestion and by hundreds of heavy
aggregate trucks which move daily through the village on their way to and from sites on the A5012 and
B5036.
19.
Cromford Mill - the site of the world’s first successful water powered cotton spinning mill, built by
Richard Arkwright in the years following 1771. His achievements are acknowledged throughout the
world, and the mills at Cromford became models for others throughout Britain and abroad. For visitors,
Cromford Mill is now home to conference facilities, a small range of shops and a popular wholefood
restaurant in the mill yard serving lunches and light refreshments seven days per week. Tours of the
mills are available to visitors on most days, and educational tours for visiting groups are also well
catered for, now in conjunction with Masson Mills. The Arkwright Society estimate around 100k visits are
made to the site each year, although this is impossible to gauge accurately. Interpretation at Cromford
Mill is still relatively poor although new site-specific interpretation material outside is currently being
produced. Modest parking charges have recently been introduced, but coach parking at the Mill is
restricted due to structural limitations of the current car park. Beyond the mill buildings themselves,
pavements are restrictive in places, and pedestrian traffic across Mill Lane to the canal wharf is not
managed. The planned refurbishment of Building 17, a Grade I Listed building, is the next phase of a
project that has over the last twenty five years brought back in to use this range of former industrial mill
buildings.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 10
20.
Cromford Canal Wharf and Cromford Meadows (including Wheatcrofts Wharf) – this site provides
the largest area of car parking and outdoor leisure within the Cluster, and is popular with both locals and
visitors to the area. The car parking areas are owned and managed by Derbyshire County Council and
by the Arkwright Society and have capacity for around xxx cars. The larger DCC area is also suitable for
coaches, and has public toilet facilities. Wheatcrofts Wharf, a popular canal side book shop restaurant
(based on a historic canal wharf building) offers homemade foods, refreshments, books, wildlife articles,
maps and walking accessories.
21.
Cromford Canal - the 10.5km section between Cromford and Ambergate which lies within the WHS
was constructed in the early 1790s but is largely disused as a waterway. It is a Site of Special Scientific
Interest for its entire length from Cromford to Whatstandwell, and the 3.3km southern section from
Whatstandwell Bridge to Ambergate is a local nature reserve. The canal-side path is now hugely popular
with walkers of all ages and abilities, attracting an estimated 150,000 each year. The canal is well
managed by Derbyshire County Council in the context of its World Heritage and SSSI status to
accommodate a mixture of recreational, educational, tourist and ecological uses, and the route also
forms part of the Derwent Valley Heritage Way. The walk from Cromford Wharf to High Peak Junction is
suitable for pushchairs & wheel chairs, although cycling is not permitted due to the narrow path. There is
little on-site interpretation of the history of the canal (as distinct from the mills), and currently no guided
walks or tours are offered for visitors.
22.
Willersley Castle – this is a 200 year old Grade II listed building, built on the outskirts of Cromford for
Sir Richard Arkwright. Set in 60 acres of parkland, the house retains many original features, including
the striking ‘Well Gallery’ with its glass dome. It now operates as a Christian Guild hotel and is open to
non-guests for light refreshments. Public access is not available to the hotel grounds, and the owners
are strongly opposed to the idea of a footpath being created across the meadow next to the river – the
main consequence of this is that a continuous riverside footpath connection between Cromford Bridge
and Lovers Walk in Matlock Bath does not exist.
23.
Cromford Station - The buildings at Cromford Station were established in 1874 and have
been recently restored by the Arkwright Society. The Downside building has been prepared for rental as
office space, whilst the Upside Waiting Room has been developed as self catering accommodation by
private owners. This is the only original station within the DVMWHS and was once part of the Midland
Railway line to Manchester. It is envisaged by the Arkwright Society that the station will, in time, become
part of the northern ‘gateway’ to the DVMWHS for those people travelling by train, and will include
venue ticketing, information and a possible transport interchange. There are issues concerning the
pedestrian link between the station and the Cromford Mill/Wharf area, not least the restriction to
pedestrian and road traffic presented by the narrow Cromford Bridge. The Cromford Historic Paving
Restoration Project completed by Atkins in 2004, explored a number of practical issues around the area.
24.
St Mary’s Church - Cromford’s parish church was built by Sir Richard Arkwright and contains the family
vaults. The interior is decorated with striking wall paintings and stained glass by the Victorian artist, A.O.
Hemming. Access is by prior arrangement only, although the church now appears regularly on the
Arkwright Society’s calendar of guided walks and in the annual programme of Discovery Days. The
footpath between the Church and the main A6 road towards Masson Mills is now a highly picturesque
pedestrian route which runs between the river and the Scarthin Rock, although the riverside view is
largely obscured by overgrown vegetation.
Visitor Development Plan for Arkwright/Cromford Cluster
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25.
The High Peak Junction Workshops – these are among the world’s oldest surviving railway
workshops, built around 1830 and restored to how they would have looked in the 1880s. They lie at the
junction of the Cromford Canal and the High Peak Trail, a 17.5 mile trail which extends to Dowlow near
Buxton. Within the DVMWHS, High Peak Junction represents a unique point (both physically and
historically) which links the mills, railway, water transport and natural landscape, and the background
story is to some extent interpreted around the site. The workshop houses a small museum (with audio
guide) and shop, both open to the public during the summer months. The site, which also provides
picnic areas and toilets, is very well managed by Derbyshire County Council, although there is potential
to further develop some aspects, including its catering facilities. Although a number of waymarked walks
start from here, the site not easily accessible for all, ie over a footbridge from the car park or a walk
down the canal from Cromford Wharf. The smell from the nearby water treatment plant, particularly in
summer, is also a major problem which damages the overall visitor experience.
26.
High Peak Junction to Middleton Top – The High Peak Trail, in the form of a footpath and cycle route,
connects High Peak Junction with Middleton Top Visitor Centre. The centre is at the top of the hill,
offering spectacular views of the surrounding countryside as well as a gift shop, cycle hire, car park,
toilets and picnic area. The Middleton Top Engine House contains the restored steam engine house built
in 1829 by the Butterley Company to haul wagons up the Middleton incline, and is open to the public on
certain afternoons. It is the worldʼs oldest working rotative beam engine in its original engine house,
once using the power of steam to raise and lower wagons on the Middleton Incline of the Cromford and
High Peak Railway.
27.
Leawood Pump House – this is situated a few minutes walk away across the canal from the
High Peak Junction Workshops. Leawood Pump is a steam powered beam engine built in 1849 to pump
water from the River Derwent into Cromford Canal, and now has regular ‘steaming’ dates throughout the
year from Easter until October when the operating engine can be seen by visitors. Demonstrations are
run by volunteers (whose enthusiasm and devotion is clear) and the mix of sights, sounds and smells
adds to a rich visitor experience. It is unfortunate that the engine is not seen in action more often and by
more people, although financial constraints restrict its operation. Derbyshire County Council own the site
and finance major items of repair, whilst voluntary donations on open days raise money for coal and
maintenance.
28.
John Smedley’s Mill – located in Lea Bridge, this has seen continuous textile production for 225 years.
It now forms the manufacturing headquarters of John Smedley Ltd, renowned throughout the world as a
leader in the production of fine gauge knitwear products. The factory is not currently open to the public
but a ‘seconds’ factory shop, which offers a range of cotton and knitwear products, is very popular and
open throughout the year. A major site development project is planned for 2010-2012, which will involve
a new visitor reception, retail for men and women’s John Smedley clothing, and a cafe/restaurant. The
company also plans to offer factory tours, which will add to its overall appeal as a visitor attraction.
29.
The Peak District Mining Museum – this is situated in The Pavilion at the southern end of Matlock
Bath alongside the A6 and River Derwent. The museum displays tell the story of the area's lead mining
history from Roman times to the present day, and includes equipment and various models of lead
workings. The museum also houses a large gift shop with an extensive collection of books, gifts and
souvenirs, and visitors can go underground in the nearby Temple Mine for an insight into what mining
life was really like. The building houses a Tourist Information Point supported by Visit Peak District &
Derbyshire and Derbyshire Dales District Council – this contains maps, literature and an information
kiosk linked to the official tourist board database.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 12
30.
The connecting route northwards - into the restored parks of Matlock Bath, is by the A6 or by footpath
alongside the road. No public riverside route, either for pedestrians or cyclists, is currently available
from the area around Masson Mills and Cromford Mills, although private access is permitted to residents
of Willersley Castle. North of Masson Mills, the Lovers Walk footpath leads to Derwent Gardens, where
several thermal springs emerge and have been used to create the water gardens and other pools.
Derwent Gardens in conjunction with Lovers’ Walks also hosts the Illuminations and Venetian Nights
festival held from August through to October every year.
31.
Events, tours and Discovery Days
The largest organised event in the Derwent Valley Mills World Heritage Site calendar is the annual
Discovery Days which take place over a nine day festival period each October half term. In 2008 it
attracted over 4000 visitors and included around 100 activities and events. In 2009, the mix included
guided walks, talks, exhibitions and children’s events, and the final weekend focused on the Cromford
area, with the horse-drawn narrowboat returning to the canal, as well as dray rides pulled by a shire
horse. Other activities included walks to Lea Mills via the Cromford Canal towpath from High Peak
Junction, presentations and guided walks along the canal, and an evening talk on Cromford author
Alison Uttley.
Throughout the year, Masson Mills and the Arkwright Society run regular guided tours and educational
group visits, mainly based around the main Cromford Mill complex and Cromford Village. Other guided
walks and tours include regular visits to Slinter Wood and to individual heritage sites such as St.Mary’s
Church and John Smedley at Lea Mills.
Signage, orientation and interpretation
32.
As the idea of a joined-up Cluster of products is yet to be created, there is no sense yet of a single
destination which can be signed, branded or promoted. The issues of identity and branding are
addressed in section 4, but it is worth considering the current scenario involving signage, orientation and
interpretation.
33.
Signage relating to the WHS is generally found in three forms:

DVMWHS branded road-side signs. These are to be seen along the main A6 and main linked roads
– as yet, they do not show the new DVMWHS brand.

Directional road signs to individual sites. These are standard tourism brown signs without
DVMWHS branding, directing visitors to individual sites such as Cromford Mill, Masson Mills and
High Peak Junction.

Site specific branded signs. These are found at individual sites within the area, eg. at the entrance
to Masson Mills, Cromford Mill and John Smedley Ltd, where branding relates to the individual
organisation.
Rail-side signage for DVMWHS does not currently exist.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 13
34.
Across the Cluster area, orientation material is currently very poor, and it is difficult for visitors to
understand and appreciate the variety of places to see and visit. Undoubtedly this means that that most
people are unlikely to explore the various attractions and heritage sites, probably spending much of their
stay in a limited area. Perhaps the exception to this will be walkers who are aware of, and will be
following, specific trails – information on these can be found in various guides and printed leaflets
produced by DVMWHS and other publishers, eg, the Derwent Valley Walks Footpath and Station
Guides. On its website, the Arkwright Society provides a useful downloadable map of the Cromford Mill
area, but on-site mapping at most locations does not generally exist. Some material depicting the High
Peak Trail can be found at High Peak Junction.
35.
On-site interpretation (where it exists) is generally uncoordinated and of an inconsistent standard,
although some good quality material can be found at High Peak Junction. As yet, there has been no
overarching strategy put in place to develop interpretation material or infrastructure which tells the story
of individual sites and the historical, cultural and social relationships between them. A funding bid is
currently in place to try to address this situation.
A substantial amount of work has been carried out in 2004 by Event Communications looking at
interpretation of Cromford Mill, and of the ‘Cultural Landcscape’ of Cromford Village and Cromford
Canal. As yet, none of the recommendations made in this study have been implemented.
Transport connections
36.
The main A6 road route runs north-south along the valley, with connecting routes eastwards to the A38
and M1 meeting it at Ambergate, and west to Ashbourne joining at Belper. At Cromford, the A6
junctions with east west road routes.
37.
Good public transport infrastructure is already in place along the valley, and much of it has the capacity
to serve the Cluster well. Cromford and Matlock Bath are served by Derwent Valley Line trains every
hour from Nottingham Derby and Matlock (17 trains per day Monday to Saturday, and 7 on Sundays).
Cromford is well served with buses to local towns and villages, and timetables are available at various
outlets including Cromford Mill and local tourist information centres.
TransPeak buses run hourly to Cromford from Nottingham, Derby, Matlock , Bakewell, Buxton and
every two hours from Manchester. There are also some Sunday services from Alfreton, Ashbourne,
Chesterfield, Ripley and parts of Nottinghamshire. The 140 and 141 local bus services operate routes
between Matlock and Ripley, stopping at Cromford crossroads, Cromford Mill and Cromford Station.
38.
The DVMWHS Integrated Transport Study Report (Scott Wilson 2003) highlighted the absence of
objective data on existing trips and trip patterns of residents and tourists. A significant amount of useful
rail passenger data is continually captured by the Community Rail Partnership, but there is little data
captured on car-using visitors. This makes the task of forecasting visitor growth and future trip patterns
throughout the WHS and cluster area very difficult.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 14
39.
Many of the transport issues significant for the whole WHS are also relevant to this study into the area
around Cromford, ie:

Congestion already occurs during the peak periods on the A6, which potentially detracts from the
amenity of residents and could become a deterrence to visitors.

It will be become increasingly necessary to ensure there is transport choice and encourage the use
of more sustainable transport solutions, although those who choose to use private cars should not
be penalized if possible.

A greater number of people need to be able to move about around the Cluster area without
incurring damage to heritage and conservation sites.
Accommodation and other visitor products
40.
Within 5 miles of Cromford, Visit Britain identifies a wide range of accredited accommodation being
available, including:

87 Self Catering properties

16 Guest houses

18 Bed & breakfast

4 Hotels

3 Farm accommodation properties

5 Caravan and camping parks
Cromford Village itself lists 18 self catering properties, 3 bed & breakfast properties and 2 hotels, though
not all are accredited under the current national standards for tourist accommodation.
Overall, this suggests a good choice of venues being available for visitors staying in the Cromford area,
although it is worth noting the distinct lack of hotels for those seeking good quality serviced
accommodation.
41.
Some accommodation venues are directly part of the Arkwright story. They include:

Willersley Castle Hotel, Cromford

The Greyhound Inn, Cromford Village

North Street Cottages, Landmark Trust, Cromford

Alison House B&B, Cromford

Makeney Hotel, Milford

Lion Hotel, Belper

A Cluster House, Belper
Visitor Development Plan for Arkwright/Cromford Cluster
Page 15
42.
Nearby attractions include the Heights of Abraham, accessed by cable car from beyond the railway
station in Matlock Bath. The facilities at the Heights include a coffee shop, licensed restaurant and picnic
area, all taking advantage of the superb view of the Derwent Valley. It is a popular family attraction, with
nature trails through the woods, children’s play areas and landscaped gardens.
Set in the dramatic setting of High Tor in Matlock Bath, Gulliver’s Kingdom is a successful theme park
aimed at younger children. The park is terraced and each level is devoted to a different theme, including
Old England, Fantasyland and The Wild West. In total, there are more than 50 rides and activities for
families to enjoy.
Crich Tramway Village is home to The National Tramway Museum, an attraction aimed at visitors of all
ages. Visitors can ride vintage trams through a unique period street and out into the open countryside
for spectacular views, explore exhibitions and watch as trams are restored. The site also contains a
woodland walk and sculpture trail, as well as a traditional pub, tearooms and shops.
43.
Local events include the Matlock Bath Illuminations, which feature decorated and illuminated boats that
are produced by the members of the Matlock Bath Venetian Boat Builders Association. Each Saturday
and Sunday evening during the Illuminations season the boats are rowed from one end of the
promenade to the other. The river banks are adorned with illuminated displays on various themes and
the cliffs and parks around are floodlit.
The nearby historic market town of Wirksworth hosts an acclaimed arts festival every September, which
includes visual arts, performance, music, film, workshops, drama, comedy, sculpture, dance, craft and
poetry. Most of the town becomes an art gallery with artworks in over 100 venues from private homes,
historic buildings, gardens, shop windows and churches.
Comparable WHS destinations
44.
Before going on to consider the Cluster’s potential as a visitor destination, it is worth considering by
comparison the visitor offer at other well known world heritage sites with a similar industrial flavour.
45.
Ironbridge
o
o
o
o
o
o
o
o
o
o
A 4 mile x 2 mile cluster of museums - mainly paid-for attractions - based around or near an
attractive gorge.
A number of ‘family friendly’ venues – Enginuity, Blists Hill Victorian Town, China Museum, etc.
A centrally located (7 day per week) TIC operation next to the Iron Bridge.
A number of well developed retail and catering options.
Extensive brown signage to and around the WHS.
Good site-specific and WHS interpretation material at each venue.
A March-December programme of workshops and events.
Short break packages with accommodation providers, promoted by Shropshire Tourism.
Marketing messages using a single ‘Ironbridge’ identity and 2 straplines - ‘the most
extraordinary district in the world’ and ‘Ten Amazing Museums One Beautiful Valley’.
A single entry and passport ticket system for all venues.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 16
46.
47.
New Lanark
o
o
o
o
A restored 18th century cotton mill village.
A spectacular Lanarkshire valley setting, close to the Falls of Clyde.
An award-winning Visitor Centre open 7 days per week, with gift shop and coffee shop.
A high tech audio visual 'Annie McLeod's Story‘ telling the social history of the site.
o
o
o
o
o
Craft and clothes shops, including the Edinburgh Woollen Mill.
The on-site New Lanark Mill Hotel
A March-December programme of events.
A passport ticket operation allowing access to all visitor areas.
Good brown signage to the WHS, including from the motorway.
Blaenavon Industrial Landscape
o
o
o
o
o
o
o
o
48.
A 8km x 5km cluster of attractions and venues set in post industrial rural landscape.
Site portrays the history of South Wales as world's C19th major producer of iron and coal.
Includes coal and ore mines, quarries, railway system, furnaces, homes of workers, and social
infrastructure of community – most free entry.
A modern visitor centre and TIC open 6 days per week, offering a high quality WHS
interpretation, café, gift shop, education rooms.
A major visitor attraction - Big Pit - The National Mining Museum of Wales with underground
tours, attracts around 150,000 visitors per year.
Blaenavon Ironworks (location for BBC Wales series Coal House) Pontypool & Blaenavon
Steam Railway, Cordell (community heritage) Museum.
Branding carried through and around the WHS (village signs, site signs, etc) but yet to be fully
implemented.
An annual World Heritage Day, and April-December programme of events.
Saltaire
o
o
o
o
o
o
o
o
A purpose-built "model" Victorian industrial village set in a Yorkshire urban landscape.
A key attraction - Salt's Mill - open 7 days per week, housing shops, catering outlets and 1853
Gallery with collection of the works of artist David Hockney.
A direct rail connection to Saltaire station from Leeds and Bradford.
Saltaire Trail circular walk + guided walks around village (unique public buildings - United
Reformed Church, school, Victoria Hall, hospital and almshouses)
Village shops, cafes and restaurants
On-site self catering accommodation
Brown signage for Salt’s Mill.
A village-based ‘community’ website for visitors and residents
Visitor Development Plan for Arkwright/Cromford Cluster
Page 17
3.
Influencing Factors
Related strategies and plans
49.
DVMWHS Integrated Transport Study Report
The DVMWHS Integrated Transport Study Report (Scott Wilson 2003) was designed to become an
element of the Management Plan and to provide a strategic framework to guide transport policy and
investment throughout the World Heritage Site. Amongst many issues identified, the report highlighted
the absence of objective data on trip patterns of residents and tourists, a factor which continues to make
it difficult to assess the economic and environmental impacts of tourism in the area.
50.
Specifically to the development of a Cluster around Cromford, traffic and visitor surveys identified that:

90,000 – 100,000 visits a year were being made to Cromford Mill, 90% of these made by car.

Traffic flow on the A6 south of Cromford were about 10,000 movements during a typical weekday.
Sunday flows are up to 20% higher, with around 60% of these trips along the A6 directly related to
tourism, leisure and shopping.

30 % of those surveyed said they would consider using improved public transport , however up to
45% indicated that transport improvements would not affect their future visits.

20% would be encouraged to make future visits by a park and ride scheme, improved public
transport and integrated ticketing.

70% of visitors to Cromford visited more than one attraction during a visit.
Combining the results of visitor and traffic surveys, it is estimated that around 8% of the traffic on the A6
to the south of Cromford on a summer Sunday visits one or more of the mills.
51.
52.
Other issues of particular relevance to the development of an Arkwright Cluster were:

That congestion already occurs during the peak periods on the A6, which detracts from the area’s
amenity value and which could be a deterrence to visitors

That the WHS should aim to ensure there is a choice of transport options available to visitors and
encourage the use of more sustainable transport.

That those who choose to use private cars should not be deterred from visiting, but the aim should
be to move them about the area without incurring damage to sensitive conservation sites.
Although the report concluded that the development of tourism across the whole WHS is unlikely to
have serious impacts on the existing transport infrastructure of the Derwent Valley, it did identify two
issues highly relevant to the Arkwright Cluster:

that environmental capacity may become an issue in the area of Cromford Mill if significant
development were to occur. eg a visitor ‘gateway’.

that capacity for car parking at Masson Mill is physically constrained.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 18
53.
54.
Recommended strategic measures were to:

more effectively manage the use of private cars

consider the potential of park and ride schemes

support improvements to public transport

encourage improvements to walking cycling, river and canal usage
Comment
Tourism is an important industry in the area and it provides a major revenue opportunity which
could contribute to the repair and restoration of many of the sites in and around the Cluster, as
well supporting businesses in the local community. However, there is a need for a careful
balance to be found in order to deal with an increased number of visitors whilst protecting the
environment and heritage assets. Traffic management, visitor management and related
infrastructure will become major considerations in the development of the Cluster.
Levels of private car use are likely to increase significantly, given a higher profile Cluster
destination, and the creation of a new WHS Gateway at Cromford Mill. An increase in visits and
visitor numbers will bring with it increased pressure on traffic management and parking at peak
times. Many sites around the Cluster could also benefit from increased levels of group and
coach travel, but more suitable infrastructure and facilities may need to be developed to
accommodate this.
There is potential to encourage more walking and cycling in and around the cluster – however
this will require new links to be made eg. to and from Matlock Bath, and improvements to
pedestrian infrastructure around key parts of the Cluster.
55.
The Derwent Valley Line Community Rail Partnership Strategy and Action Plan 2008
The Community Rail Strategy looks at how rail services on the Derwent Valley Line between Matlock
and Derby can improve access to key services, particularly for those who do not have access to a car. It
provides a focus for the work of the Derwent Valley Line Community Rail Partnership until 2011, and
has three aims.
56.

Increasing ridership, freight use and net revenue

Managing costs down

Greater involvement of the local community
The Partnership’s vision for the Derwent Valley Line is “the operation of a frequent and reliable 7 day a
week railway service that will attract a growing market, meet the needs of residents and visitors and
support the economy of the Derwent Valley.”
Its key objectives include:

To promote activities and special events, to include promotion of sustainable tourism

To develop the railway as a route to improve accessibility , reduce road congestion, deliver
regeneration projects and deliver economic growth
Visitor Development Plan for Arkwright/Cromford Cluster
Page 19
57.
The DVMWHS Economic Development Plan has identified the line to be of critical importance to the
future sustainable development of the WHS for both visitors and residents. The A6 and surrounding
road network suffer from a range of traffic congestion problems which makes the train very competitive
in terms of journey time. A number of bottlenecks exist throughout the valley, which may be busy at any
time – these include Cromford, Matlock Bath and Matlock.
58.
The line serves both local residents (for mainly commuting, shopping and access to the rest of the rail
network) and visitors to the Derwent Valley, and over 0.5m people now have direct rail access to the
Derwent Valley. Access is available to more than 20 cities through one change at Derby or Nottingham,
and European travellers also have improved links to the valley though St.Pancras International.
59.
Between 2002 and 2008 the line saw passenger growth of 32%, with Matlock and Belper passengers
constituting the main customer base. Cromford, Whatstandwell and Matlock Bath stations have shown
the most significant growth in recent years – Cromford itself saw the greatest increase (22%) between
2004 and 2008.
60.
Comment
The WHS partnership must continue to encourage greater use by visitors of public transport
solutions into the Cluster area, especially rail, although this will require gaps and issues in local
infrastructure to be addressed, particularly pedestrian links in all directions from Cromford
Station. The train has the distinct advantage over the car of offering opportunities for linear
walks, and surveys show that the Derwent Valley Line is particularly used by visitors to access
various walking routes in the valley. The most popular of these is the Cromford Canal between
Ambergate and Cromford, which also for many also provides access to the High Peak Trail.
61.
The Cromford Historic Paving Restoration Project
This project, completed by Atkins in 2004, explored a number of practical issues concerning a study
area from Cromford Station through to the A6 junction approach. Topics included highways, access,
signage, safety, lighting and footpaths. A wide range of recommendations were made for practical
interventions to improve the overall visitor experience at:
62.

Cromford Station

Lea Road

Willersley Castle and Cromford Bridge area

Mill Lane

A6 approach junction
Few of these proposals have yet to be implemented but all are worthy of further development, especially
if the overall visitor experience is to be improved to a level which befits a good quality visitor destination.
The study highlighted a number of key challenges which have still to be tackled, including:

The relatively poor pedestrian link between Cromford Station and the Cromford Mill/Wharf area.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 20
63.

The restriction to pedestrian and road traffic presented by the narrow Cromford Bridge - linked to
the previous issue, this will become worse given a potential increase in visitor numbers to the area

Poor (and often dangerous) pedestrian access and crossings along parts of Mill Lane between the
Wharf area and the A6 junction.

The lack of footpath along sections of Lea Road - making pedestrian links to High Peak Junction,
Leawood Pump House and John Smedleys Ltd difficult and potentially dangerous.

Restricted access and facilities for coaches along Mill Lane and at the entrances to the Wharf area.
Comment
Most of the recommendations for infrastructure improvement made in The Cromford Historic
Paving Restoration Project are now essential, given the proposal for Cromford Mill to become a
visitor gateway to the Cluster and to the rest of the World Heritage Site. Whilst it is
acknowledged that only a limited amount can be practically done to alleviate the impact of
increased road traffic, a pro-active and integrated approach is now needed by the relevant
agencies to deal with:

The increased levels of road traffic which are likely to be seen following the opening of the
new gateway at Cromford Mill.

The corresponding increased levels of pedestrian activity in and around the two mills, wharf
and canal side.

64.
The desire to offer, and increase the use of, non-road based transport solutions, especially
rail, into the Cluster area.
Cromford Canal Conservation Management Plan 2007
Derbyshire County Council has responsibility for the conservation and enhancement of the canal from
Cromford Wharf to Ambergate, and of the High Peak Junction Workshops, Leawood Pump House and
various other historic structure in the area. In 2002 the authority commissioned a series of studies which
were brought together into a Conservation Management Plan for the canal and workshops. This plan
aims to guide their restoration, development and management for their heritage, ecology and visitor use
over a 20 year period. The Plan is based on an evaluation of the significance of both the built heritage
and the natural environment.
65.
The Canal and High Peak Trail are already a successful public resource and visitor attraction. They
attract some 200,000 visitors a year, which is considered not far short of capacity given the Site of
Special Scientific Interest (SSSI) status. Each year, “thousands of visitors enjoy strolling, picnicking,
feeding the ducks and, on the way, picking up on the unique story of an historic canal linked to one of
the first railways ever built.” The identified need is to improve the quality of the visitor experience rather
than significantly increase visitor numbers.
66.
Currently there is a lack of signposting, information and easily available orientation material. There are
also no facilities for larger groups including school parties and no infrastructure to support fieldwork
activities. The whole length of canal between Ambergate and Cromford does not provide an altogether
easy route on foot. Routes and buildings are not all wheelchair accessible and most of the interpretation
material and signage is not accessible to people with sensory impairments.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 21
67.
The Plan seeks to develop an improved experience to accommodate a mixture of recreational,
educational, tourist and ecological uses, with a target audience of 250,000 visitors per year. It suggests
this enhanced experience could be offered through:

physical improvements - including repair and restoration of the built heritage, better visitor facilities,
access measures, improved cultural and natural heritage interpretation, and educational facilities.
68.

high quality fieldwork resources and facilities, provided at the key locations in the area.

improved access from the three railway stations and improved parking at High Peak Junction,
Whatstandwell and Ambergate
Comment
The canal from Cromford Wharf to the area at High Peak Junction Workshops and Leawood
Pump House is likely to continue to be a major attractor for visitors seeking a relaxed,
accessible rural experience. Despite the apparent large numbers of current visitors, it is
perhaps still a ‘secret destination’ much loved by many repeat visitors. The canal towpath, being
all on one level, presents a rare opportunity in a beautiful rural area to provide wheelchair
access to an extended outdoor route, and Derbyshire County Council’s ongoing commitment to
safeguarding the natural and built environment, and to improving the visitor experience is
essential to the further development of the Cluster. Equally essential is improved interpretation,
orientation and the presentation of its key sites, as well as the unique story of Cromford Canal in
relation to that of the railway and famous mills.
69.
Visit Peak District & Derbyshire Destination Management Partnership (DMP)
Business Plan 2010-11
The Visit Peak District & Derbyshire DMP or ‘tourist board’ has three key aims which underpin its work:
70.

To foster the economic success of the tourism industry

To provide drive and coherence to destination marketing and visitor services

To act as an advocate for the Peak District & Derbyshire and for its tourism sector
Its aims and objectives respond directly to a number of regional strategies, including the East Midlands
Tourism Strategic Plan, the Regional Economic Strategy and the emda Corporate Plan. In delivering
against these strategies and employing regional funding, the impact of much of the DMP’s work is
measurable against a framework of outputs and key performance indicators – these include the number
of unique visits to its website, return on investment from its marketing campaigns and the volume of
bednights generated from its promotional work (generally through themed short-break tourism
packages.)
71.
The DMP Business Plan itself identifies that tourism within the Peak District & Derbyshire loosely falls
into five spatial areas; The Peak District, Amber Valley, Derby City, Historic Borders and The National
Forest. Its assessment of the area’s diverse tourism product recognises the significance of attractions
with industrial or transport themes, which along with World Heritage status “offers massive tourism
potential.”
Visitor Development Plan for Arkwright/Cromford Cluster
Page 22
72.
Comment
The Visit Peak District & Derbyshire DMP is keen to support the World Heritage Site, and has
facilitated both the DVMWHS Tourism Strategy and this report in recent years. However, to date,
it has found it difficult to promote the fragmented and under-developed WHS products through
its marketing campaigns and packages, feeling that the product is largely not ready to take to
market and unable to contribute to its overall outputs target. An identifiable Cluster based
around the northern end of the WHS presents a concentration of tourism product which, if linked
to the local accommodation sector and other nearby visitor-based experiences, could provide
the DMP with a more focused tourism package to market. The creation of a central visitor
interpretation centre at Cromford Mill, as well as a growing events programme building on the
success of the WHS Discovery Days, also provides further material to ‘sell’.
The opportunity for the DMP to promote the Cluster as a unique mixed-use short break
destination is now perhaps in reach within the next few years, although this will require a close
working relationship between the DMP and DVMWHS Partnership to ‘shape’ marketable tourism
product. Visit Peak District is also an important link between the WHS and East Midlands
Tourism in the context of investment in tourism related infrastructure. The Tourism Investment
Opportunities Assessment (TIOA) carried out by Scott Wilson in 2007 acknowledges the
potential of the WHS as a future tourism driver but recognises that, at present, it compares
poorly with well-known destinations which have greater attracting power for the visitor. The DMP
is a crucial influence on regional investment which can effect positive change in this area.
73.
The Derbyshire Dales Matlock Parks Project
The Matlock Parks Project (MPP) has been a £3.6m five-year Heritage Lottery Fund supported
programme to restore five historic parks and pleasure grounds - historically, ‘jewels in the crown’ of the
area’s tourism offer. These parks range in age from early Georgian through to Edwardian and have
developed through the centuries as tastes and activities have changed. It is hoped through the
refurbishment of the fabric of the five parks, visitors will be encouraged to stay longer and spend more,
helping to keep the local economy buoyant and create local employment opportunities.
74.
One of the parks, The Derwent Gardens is situated to the side of the Pavilion in Matlock Bath with a
distinctive water-based theme - several thermal springs emerge in the park and have been used to
create the water gardens and other pools. On the other side of the River Derwent, Lovers' Walks are a
series of footpaths both along the riverside and up and over the spectacular cliffs above Matlock Bath.
Woodland still covers all but the paths of Lovers’ Walks and it is classified along with the High Tor
woodlands as ancient, and has been designated as an SSSI. The Lovers’ Walks along with Derwent
Gardens host the annual Matlock Bath Illuminations and Venetian Nights festival held from August
through to October every year.
75.
Comment
In most respects, the northern end of the World Heritage Site and the town of Matlock Bath are
completely disconnected. In the eyes of most visitors, they are separate, un-related
destinations, with little in common and offering very different experiences – it is likely that the
Visitor Development Plan for Arkwright/Cromford Cluster
Page 23
majority of day visitors to Matlock Bath are unaware of the World Heritage Site that is just a
short walk away, although many will be aware of the shopping experience to be found at Masson
Mills. In reality, the two destinations are closely linked, not least by the river and dramatic and
picturesque valley within which they exist. The fact that a long stretch of the riverside itself is
largely un-accessible however, means that this link is not perceived or can be experienced – the
busy A6 road has become the only physical and conceptual link connecting the two places.
Lovers’ Walks, the Derwent Gardens and Masson Mills provide an opportunity to establish a new
riverside pedestrian link between the Cromford Mill area and Matlock Bath – by widening and
extending the visitor experience along the valley, the potential benefits to both destinations
could be huge.
76.
The Cromford Cultural Landscapes Project
Material to be added
Visitor Development Plan for Arkwright/Cromford Cluster
Page 24
The emerging role of Cromford Mill
77.
The Cromford Mill Creative Cluster project represents the single largest planned investment within the
area, and a potentially significant shift in the role of the northern Cluster within the DVMWHS. The
refurbishment of Building 17, a Grade I Listed building, forming part of Cromford Mill complex, provides
the next phase of a project that has over the last twenty five years brought back in to use a range of
former industrial mill buildings of significant historical importance.
78.
At present the World Heritage Site lacks an interpretation and orientation facility which focuses visitors’
attention on the communities within the Derwent Valley and on their heritage. Building 17 at Cromford
Mills has been identified for this purpose because of its location within the valley, its size, its availability
and its situation within an already visited site which contains some visitor infrastructure including
catering, toilets and parking. Although Masson Mills is widely recognised as the iconic visual ‘gateway’
into the WHS from the north, this new development is destined to become the ‘conceptual gateway’
through which many visitors will be directed around the Cluster area and into to the rest of the WHS.
79.
This new facility, to be located on the ground floor of Building 17 will be the first visitor destination and
orientation centre for the World Heritage Site as a whole. The project will involve the refurbishment of
Building 17 to house four floors of managed workspace and a visitor interpretation centre. The project
will be developed in a phased stage. Phase one will regenerate the ground floor and the first two floors
of workspace so that they are fully functioning by June 2011. The fit-out of the ground floor, auditorium,
reception and visitor centre and the fit out of floors one & two for a business centre will be carried out at
this stage.
80.
The interpretation centre will include an auditorium, designed to seat at least 70 people using a
combination of level and raked seated. It will offer two programmes each of about 15 minutes which will
inform and inspire visitors wishing to examine the built heritage and the natural environmental features
of the World Heritage Site. The second programme will tell the Arkwright story focusing on the
importance of the system of factory production which he pioneered at Cromford and which was
ultimately exported to many different parts of the world. The storyline will also include the social
implications of these developments and draw attention to the factory communities associated with these
early mills.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 25
4.
The cluster as a visitor destination
Summary of current scenario
81.
Overall strengths

















82.
Unique industrial heritage sites and community – powerful historical narrative
Attractive ‘gentle’ outdoor / SSSI experience along Cromford Canal.
Outdoor recreation space at Cromford Meadow
Strong retail attraction at Masson Mills
Good choice of catering venues at Cromford Mill, Canal Wharf, Masson Mill and Cromford Village
Industrial heritage attractions at Masson Mills, High Peak Junction, Leawood Pump House and
Peak District Mining Museum
Links to High Peak Trail and Middleton Top
John Smedley’s Mill represents strong contemporary brand with high quality retail offer
Diverse range of small shops, pubs etc in Cromford Village
Good range of guided walks by Arkwright Society
Discovery Days programme of events
Increasing rail capacity with regular services, and improvements to Cromford Station
Large parking capacity for cars and coaches at Cromford Wharf
Large off- road parking at Masson Mills
The working textile Museum and Victorian Workshop at Masson Mills
Tourist information point at Peak District Mining Museum
Range of local accommodation – some Arkwright related
Overall weaknesses




















Lack of appropriate signage on major road routes
Lack of joined-up product and ‘sense of destination’
Poor visitor experience at Cromford Mill – WHS interpretation centre scheduled for 2011
Lack of on-the-ground interpretation at most sites – no coordination of design and content
Lack of riverside access at Masson Mills
Lack of canal-side / SSSI organised walks
Inadequate pedestrian infrastructure to and from Cromford Station, discouraging use by rail
passengers.
Pedestrian and road restrictions at Cromford Bridge
No riverside footpath or cyclepath between Cromford Mills area and Matlock Bath – two
communities largely disconnected
Inadequate and dangerous pedestrian facilities around Cromford Mill and Mill Lane
Lack of visitor experience at John Smedley’s Mill
Catering at High Peak Junction under-developed
Road improvements required to accommodate more coaches
Access restrictions along riverbank by land owners
Traffic congestion in Cromford village
Lack of revenue funding for marketing
Lack of links with surrounding accommodation operators
Concern about impact of more visitors along Cromford Canal SSSI, especially at peak times
The smell at High Peak Junction from the neighbouring sewage treatment plant
Lack of canal interpretation – the linked canal/rail/mill story is not yet being told
Visitor Development Plan for Arkwright/Cromford Cluster
Page 26
The proposition
83.
Given the variety of existing and developing visitor product, the Cluster has the potential to offer an
experience built on an almost unique mix of built heritage and natural landscape to rival any comparable
UK world heritage site destinations. Based on the strengths of the Cluster and its products, our
recommended proposition is based on five key elements or ‘attractors’:
The main
Visitor Centre for
the Derwent Valley
Mills World
Heritage Site
A variety of
fascinating industrial
heritage attractions
Gentle outdoor
experiences based
around attractive
waterways and nature
Mill-based retail
clothing outlets
Special events,
tours and walks
reserves
Target audiences
84.
The fully developed cluster could offer much in the way of a mixed experience which would have broad
appeal to large audience. By comparison, New Lanark World Heritage Site recorded 410,000 visitors in
2002. Given the appropriate investment, product co-ordination and promotion, there appears no reason
why an Arkrwight/ Cromford Cluster could not achieve similar numbers, particularly if it capitalises upon
its proximity to the Peak District and other attractions within the Derwent Valley.
Visitor Development Plan for Arkwright/Cromford Cluster
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85.
86.
The Cromford Mill Development Study (Event Communications 2003) identified four types of visitor (as
individuals, small and larger groups):

educational visitors - schools, higher education markets

specialist visitors with an in depth knowledge of industrial or historical heritage

group visitors - coach parties of young people or adults

special needs visitors
Whilst these audience segments are particularly relevant to Cromford Mill, for the wider Cluster (and
based upon the five key attractors) we recommend defining the target audiences – and gearing the
marketing towards - those seeking one or more of the following:
a gentle outdoor
experience
a retail-based visit
an informal,
leisure-based
heritage or
historical trip
an organised
heritage or
historical
educational trip
a social trip with
an eating-out
element
87.
an experience
built around an
event
This broad range of pursuits and interests has the potential to appeal to a diverse audience of all ages,
both day visitors and staying tourists, individuals, couples and organised groups.
Although the Cluster has a limited offer for families, nearby visitor attractions including Gullivers
Kingdom and the Heights of Abraham in Matlock Bath, and Crich Tramway Village, could be used to
broaden the appeal for those visiting the area. The Cluster should aim to work closely with these
operators on complementary marketing activities.
Visitor Development Plan for Arkwright/Cromford Cluster
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The product mix
88.
The proposed five attractors will comprise the following products and visitor experiences:
The main Derwent Valley Mills World Heritage Site Visitor Centre

Cromford Mill, where the stories of the mills, workers and communities of the DVMWHS will
be brought to life through audio visual presentations and displays. The mill complex will also
offer visitors cafés, shops, exhibitions, guided tours and special events throughout the year.
A variety of fascinating industrial heritage attractions

Masson Mills at Matlock Bath, which will house a huge working steam engine, Victorian
Workshop and possibly the UK’s finest collection of working textile machines.

Cromford Mill, the birthplace of the 18th Century factory system where the story of the mill,
workers and community of Cromford Village will be portrayed through exhibitions and guided
tours.

The High Peak Junction Workshops, some of the world’s oldest surviving railway workshops,
and a unique attraction which links the mill industries, railway and canal transport.

Leawood Pump House, housing a steam powered beam engine built in 1849 to pump water
from the River Derwent into Cromford Canal, and which will have regular ‘steaming’ dates
throughout the year.

Cromford Village, the factory community with many interesting historic features, including the
Market Place, Greyhound Hotel, workers’ housing, the Lock Up, Pond and the mill water
courses.

Middleton Top Engine House, containing the worldʼs oldest working rotative beam engine in
its original engine house.

The Peak District Mining Museum, which tells the story of the area's lead mining history from
Roman times to the present day, and includes equipment and various models of lead workings.
Gentle outdoor experiences based around attractive waterways and nature reserves

Cromford Canal Wharf and Cromford Meadows, the largest area of outdoor leisure within
the Cluster, including Wheatcrofts Wharf book shop restaurant, and public toilet facilities.

Cromford Canal - the 10.5km section between Cromford and Ambergate, including a Site of
Special Scientific Interest and a local nature reserve. Suitable for pushchairs & wheel chairs
between Cromford Wharf and High Peak Junction.

A riverside walking route, between the area around Masson Mills and the Lovers Walk
footpath leading to Matlock Bath - accessed via a new footbridge at Masson Mills.

The High Peak Trail, in the form of a footpath and cycle route, connecting High Peak Junction
with Middleton Top Visitor Centre.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 29
Mill-based retail clothing outlets

Masson Mills, Arkwright’s spectacular water-powered mill in a beautiful riverside setting – now
home to Edinburgh Woollen Mills, a four level shopping village and licensed restaurant
overlooking the River Derwent.

John Smedley Ltd, a world leading producer of fine gauge knitwear products – the mill factory
will be home to men’s and women’s retail outlets and a high quality cafe/restaurant.
Special events, tours and walks

Discovery Days - each October half term, including a variety of guided walks, talks, exhibitions
and children’s events.

‘Arkwright’ guided tours - of Cromford Mill, Cromford Village, St.Mary’s Church, Willersley
Castle, and John Smedley Mill.

Industrial heritage guided tours – of Cromford Canal, High Peak Junction, Leawood Pump
House and Peak District Mining Museum
89.

Nature / conservation guided walks – along Cromford Canal and Slinter Wood

Factory and Mill tours – at Masson Mills, Cromford Mill and John Smedley Mill.
In addition to these key attractors, the destination will be able to offer:

Good access routes by road from the A6, A38 and M1.

A regular rail service through Cromford Station, providing non-road based transport solutions
for visitors from towns and cities throughout the midlands.

A good range of local services based in Cromford village

A growing choice of accommodation in and around the area, including self catering cottages,
B&Bs and hotels, with associated short break packages.

A good selection of catering venues.

Nearby family visitor attractions including Gullivers Kingdom and the Heights of Abraham in
Matlock Bath, and Crich Tramway Village.

A Visitor Information Centre in Matlock Bath, part of the Derbyshire TIC network
Visitor Development Plan for Arkwright/Cromford Cluster
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Identity and branding
90.
Effective destinations, regardless of the number of elements which they may comprise, are branded and
generally promoted as single entities. Although made up of ten museums and a variety of different
communities, Shropshire’s world heritage site is known simply as ‘Ironbridge’. Even geographically
spread destinations with multiple sites such as Cornish Mines and the Jurassic Coast have clear
unifying identities. This joined-up approach provides tourist boards and tourism marketing organisations
with stronger, more identifiable tourism products to take to market.
91.
The recommendation for DVMWHS is therefore to establish a single simple identity for the
Arkwright/Cromford cluster of products. The Cluster can then be promoted as a single mixed-use
destination. This approach however presents DVMWHS with a double dilemma:
o
Firstly, there is the challenge of creating and agreeing an identity which has relevance, is
marketable, and is acceptable to all partners within the Cluster area.
o
The second issue concerns how a new Cluster identity will sit alongside the recently developed
branding for DVMWHS as a whole. Given that DVMWHS has recently developed a new
over-arching visual brand identity, it is inappropriate to create a new visual identity for
the Cluster. We believe this would simply confuse visitors to the area.
.
92.
93.
Nevertheless, a single unifying identity is needed. Possible options which link the Cluster sites include:
o
Cromford
o
Cromford and beyond
o
Arkwright’s Mills
o
The Arkwright Mills
o
Arkwright’s Country
Following initial consultation, and taking into account a number of partner considerations, our
recommended identity is:
The Arkwright Mills
The rationale behind this recommendation is:

Arkwright (rather than Cromford) is the unifying thread which links most of the Cluster’s visitor
products, and which connects all three mills – Masson, Cromford and Smedleys.

Arkwright is an internationally known figure and name.

The use of ‘Mills’, although not encompassing all parts of the Cluster’s range of products, does
include four of the five elements of the visitor proposition.

The identity does not conflict with the main DVMWHS branding, and would not present any
significant problems with signage.

There is potential for this model to be used in other parts of the WHS, eg. The Strutt Mills.
Visitor Development Plan for Arkwright/Cromford Cluster
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Infrastructure and services
94.
Good visitor infrastructure helps to ensure the smooth operation of a destination. It includes transport
links, parking, information, signage, interpretation material and visitor amenities. Visitor services cater to
visitors’ (and often residents’) needs, help to improve the overall experience, and can help to increase
spending on accommodation, in restaurants, in shops and at events.
95.
Although no overarching plan yet exists which looks at visitor infrastructure and services throughout the
Cluster area, a great deal of good quality infrastructure is already in place, including:

Local services in Cromford Village, eg shops, post office, chemist, etc

Catering outlets at the various sites throughout the Cluster – Masson Mills, Cromford Village,
Cromford Mill and Canal Wharf.

Parking facilities – at Peak District Mining Museum, Masson Mills, Cromford Village, Cromford
Mill and Canal Wharf, High Peak Junction, John Smedley Ltd and Middleton Top.

Toilet facilities – at Masson Mills, Cromford Mill, Cromford Meadows, High Peak Junction and
Middleton Top.

Local accommodation providers within and around the area.
96.
These facilities should now be seen in the context of the overall Cluster, and not in isolation. Their
development and management will need to become one of the key responsibilities of destination
management. Our recommended development priorities are as follows:
97.
Transport Connections

Development of Cromford Railway Station as an information & interpretation gateway for the
Cluster.

Establishment of an inter-site shuttle bus service to encourage and facilitate dispersal of visitors
around the Cluster.
.
98.
99.
Parking

Promotion of all car parking facilities in on-line and print marketing material and in the Cluster
Guide publication.

A joint car parking ticket for all sites, to encourage dispersal of visitors around the Cluster.

Cluster maps panels (and interpretation panels if relevant) at all key car parks.

Designated provision for coaches, where practical.
Catering facilities

Promotion of the area’s variety of catering options in marketing collateral and in the Cluster
Guide publication.

Support the development of new facilities at High Peak Junction and at John Smedley Ltd.

Cluster Guide publication displayed at all main catering outlets.
Visitor Development Plan for Arkwright/Cromford Cluster
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100.
Accommodation

Establish and promote links between the Cluster and local accommodation providers, eg list /
advertise venues in Cluster marketing material.

In partnership with Visit Peak District & Derbyshire DMP, develop and promote new shortbreak packages, linking accommodation with Cluster products and events.

Create and deliver a programme of events to familiarise accommodation providers with WHS
and Cluster visitor products and history.
The lack of good quality hotel accommodation is already a problem for some WHS partners in the area,
and is likely to become more of an issue in the years ahead as visitor numbers increase around the
Cluster area. It is suggested that the DVMWHS Tourism, Arts and Heritage Panel looks at the situation
in more detail, and considers how it may wish to encourage future investments in this type of
accommodation.
Information and interpretation
101.
Information
We recommend visitor information services should be available at the following information points
around the Cluster:
o
The DVMWHS Visitor Centre at Cromford Mill
o
The Tourist Information Point - Matlock
o
Information points at:

Masson Mills

Cromford Village

Cromford Station

Willersely Castle

Wheatcrofts Wharf

High Peak Junction Workshops

John Smedley’s Ltd
Information services should include face-to-face provision (where possible) or the racking of a free
Cluster Guide leaflet which includes:
o
o
o
o
o
A cluster map
Brief information on each site
Transport connections – rail and bus
Parking sites
Catering facilities
The Guide should be available:
o
o
To fulfill pre-visit enquiries
To fulfill visitor enquiries at all of the information points
Visitor Development Plan for Arkwright/Cromford Cluster
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102.
Interpretation
East Midlands Tourism’s Tourism Investment Opportunities Assessment recognised the need for
infrastructure investment in the WHS, making specific reference to the need for improved interpretation
and signage throughout the entire DVMWHS. There is a lack of on-the-ground interpretation at most of
the sites and, that where it is in place, there is little coordination of design and content.
103.
This is also true of the Cluster area, which as yet does not create the feel of a joined up product and
‘sense of place’. The heritage sites each have an important story to tell, but at the moment visitors are
poorly informed, and hence are discouraged from exploring and spending more time around the area.
A substantial amount of work has been carried out in 2004 by Event Communications looking at
interpretation of Cromford Mill, and of the ‘Cultural Landcscape’ of Cromford Village and Cromford
Canal. None of the recommendations made in this study have been implemented.
104.
We suggest establishing a network of linked in-the-ground information panels around the Cluster,
providing visitor information and interpretation material at significant locations and key sites such as car
parks and at Cromford Railway Station. As well as the production and installation of infrastructure, this
will require the creation of an overall interpretation story which provides the context and detailed history
of each site.
105.
We would also suggest exploring the potential role of audio tours, which could be linked to the network
of panels and promoted through the Cluster Guide publication. There are a variety of ways to approach
audio interpretation, including hand-held devices (which could be rented from the main Visitor
Information Centre at Cromford Mill) or the use of simple mobile phone technology which provides
information via a series of numbers displayed on the interpretation panels.
Signage and orientation
106.
Signage
This continues to be a difficult and contentious issue throughout the World Heritage Site, many partners
claiming that there is insufficient quantity and quality of branded signs. For the Cluster to be seen as a
credible and well managed destination, signage to and around the area must be well coordinated and
designed.
107.
Directional signage to and around the Cluster should not be considered in isolation. We
recommend a separate review of current signage is conducted, followed by the development of a simple
signage strategy which takes into account:

DVMWHS branded road-side and rail-side signs.

Directional tourism brown signs to individual sites.

Site specific signs - which should be seen as a family, linked via discrete DVMWHS branding.
Visitor Development Plan for Arkwright/Cromford Cluster
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108.
Orientation
Across the Cluster area, mapping material is currently very poor, making it difficult for visitors to
orientate themselves and appreciate the variety of places to visit. We recommend a simple mapping
strategy is adopted, involving:

the design of a ‘standard’ map for the Cluster area, which can then be used:

in printed publications, such as the Cluster Guide leaflet

on the DVMWHS website, available to download

on the network of in-the-ground information/interpretation panels around the Cluster
Economic impact
101.
Research suggests that only a minority of world heritage sites perceive the designation as being a tool
to achieve greater socio-economic impact, although a growing number of sites have realised that it has
marketing value as a quality heritage brand. The recent report on Economic Gain of World Heritage
Status (Redbanks Consulting and Trends Business Research for the Lake District World Heritage
Project) suggests the key to increased economic impact is the ability to use the WHS designation to
attract higher spending cultural visitors.
102.
In the Arkwright Cluster, the visitor economy is already significant for a number of key partners. The
ongoing success of the Edinburgh Woollen Mill as a retail outlet is critical to safeguarding the overall
fabric of Masson Mills. Cromford Village contains around 25 small retail businesses and eating venues,
and a further 10 in and around the Cromford Mill and Cromford Wharf complex. All of these businesses
benefit to some extent from visitor spend, and the impact of visitor spend is an important factor to the
whole business community throughout the year. The economic situation is fragile, and in recent years
the village has lost its bakers, bank, filling station and greengrocers – the post office is also now under
threat.
103.
Without baseline data on current visitor numbers or activity within the Cluster, it is almost impossible to
assess the size of the current visitor economy or estimate the direct and indirect impact of tourism in the
years ahead. The variety of visitor experiences – ranging from a low-spend walk along a canal side to a
high-spend retail & eating out activity – also make it very difficult to calculate an average visitor spend
per head.
104.
Much of the potential for economic growth depends upon the nature and scale of commercial operations
to be developed by individual partners. Some parts of the Cluster will have the product to capture and
maximise visitor spend, others will not. Yet all may benefit from this commercially focused activity. We
therefore recommend that:
‘Identifying and developing opportunities to capture and maximising visitor spend’
…becomes a core priority for the Cluster’s destination management team.
Visitor Development Plan for Arkwright/Cromford Cluster
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105.
We also recommend introducing a programme of co-ordinated research and data capture with
visitors across the Cluster. This will provide baseline data on visitor numbers, profile and spend. A longterm commitment to this programme by partners will provide solid information to support future funding
bids, and to evaluate the impact of marketing activity on the Cluster as a whole.
Visitor Development Plan for Arkwright/Cromford Cluster
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5.
Recommendations
Destination management
102.
This strategy has established the potential for the Cluster to be promoted as a single mixed-use
destination, which will provide DVMWHS and Visit Peak District & Derbyshire with a strong,
geographically clustered, and credible tourism product to take to market. If the Cluster is to be
considered as a ‘destination’ in its own right, the issue of its management must be addressed.
103.
It is our view that the successful development and continued success of the Cluster requires a holistic
management approach to planning, marketing, and visitor services. This will help to focus investment in
infrastructure, encourage joint management of tourism activity and promotion, improve the visitor
experience, and increase economic impact to all concerned.
To achieve this:

The Cluster should be managed as a formal tourism partnership of the relevant organisations
and groups concerned.

There should be central co-ordination and preparation of funding bids to support infrastructure
development.

Marketing and promotional work should be coordinated centrally, for the collective benefit of all
Cluster partners.

A commercial income stream should be established and managed, to provide a sustainable
financial resource to fund on-going marketing and promotion of the Cluster.
Destination development and marketing - a phased approach
104.
A major milestone in the development of the Cluster will be the opening of the DVMWHS Visitor
Interpretation Centre at Cromford Mill, the first of its kind for the world heritage site as a whole. The
significance of this development must be recognised now, as it will not only provide a new visitor
attraction in its own right, but will form a major new focus for visits to the Cluster and the rest of the
Derwent Valley.
Its proposed opening in late 2011, along with the 2012 Olympics taking place in the UK, provide a useful
milestone for the completion of many recommended developments needed around the Cluster,
especially those needed to deal with increasing numbers of visitors. It also represents a suitable target
date for full scale marketing of the Cluster to start.
A two phased approach is therefore recommended – pre and post 2012.
Visitor Development Plan for Arkwright/Cromford Cluster
Page 37
Recommended actions - pre 2012
105.
The aims of this phase are:
a)
To start building awareness of the Cluster as a credible (though still developing) visitor destination,
based on the five key ‘attractors’.
b)
To implement a programme of infrastructure development work to prepare the Cluster for the
increased levels of visitors beyond 2011.
Recommended objectives are:
Marketing and communications

Establish the concept of the Cluster as a new visitor destination – to be depicted in visual and
written form for use in printed publications, advertisements and on-line.

Develop marketing material, press and advertising campaigns which will promote the Cluster and
Cromford Mill as the main centre of DVMWHS interpretation.

Prepare a printed guide of the Cluster for use in the immediate area and the wider WHS.

Establish links with surrounding accommodation operators and family attractions, and work with
Visit Peak District & Derbyshire DMP to develop new short break products and campaigns. Link
discovery days to DMP short break activity.
Infrastructure and services

Review current signage, and develop a simple strategy which accommodates directional signage to
the area and local signage around the Cluster area itself.

Establish a network of linked in-the-ground information panels around the Cluster, providing maps
and interpretation material – requires an interpretation strategy as well as the production and
installation of infrastructure. Also consider audio tours.

Improve pedestrian facilities around Cromford Mill and Mill Lane (as per recommendations in Atkins
2004 Cromford Historic Paving Restoration Project)

Explore options for local transport initiatives to to encourage visitor dispersal between sites around
the Cluster, eg shuttle bus.

Explore the idea of a consistent parking policy or joint ticketing arrangement throughout the Cluster
car parks.

Develop the range and variety of guided walks around the Cluster to encourage a broader audience
interest in heritage history, environment, landscape and conservation.

Support the development of catering facilities at High Peak Junction

Support the development of new visitor facilities at John Smedley’s Mill

Develop a strategy to improve pedestrian infrastructure between the Cromford Station and the
Cromford Mill WHS Visitor Interpretation Centre (as per recommendations in Atkins 2004 Cromford
Historic Paving Restoration Project)
Visitor Development Plan for Arkwright/Cromford Cluster
Page 38

Carry out a feasibility study to consider creating a riverside pedestrian link between the Cromford
Mill area and Matlock Bath – this would require the development of a riverside footpath from Lovers
Walk, either:
a)
through Willersley Castle woodland and meadow to meet road bridge at Cromford
b)
through Willersley Castle woodland and across the river (via a new footbridge) to join the
footpath running between the A6 and St.Mary’s Church. The footbridge could be located at the
southern end of Masson Mills or further south after the bend in the river.

Promote the Wharf area as the main parking site for coaches, and implement necessary road
improvements to accommodate increased levels of coach traffic around Cromford Mill.

Develop and implement interpretation of the history of Cromford Canal as distinct from the mills
Recommended actions - post 2012
106.
This phase involves the triple aims of:
a)
Increasing the number of visitors to the Cluster through marketing partnership work with Visit Peak
District & Derbyshire DMP
b)
Increasing levels of rail and coach travel by visitors (in favour of increased car use.)
c)
Continuing to improve the range and quality of visitor products and experiences around the Cluster,
to increase levels of participation and maximise economic impact.
Recommended objectives beyond 2012 are:

Work in partnership with Visit Peak District & Derbyshire DMP in the delivery of targeted short break
promotion and campaigns, including to group travel markets.

Work in partnership with the Derwent Valley Line Community Rail Partnership to maximise levels of
rail-based visits from Nottingham, Derby and Matlock

Continue to improve pedestrian infrastructure between the Cromford Station and the Cromford Mill
WHS Gateway (as per recommendations in Atkins 2004 Cromford Historic Paving Restoration
Project.)

Implement local transport initiatives to facilitate visitor dispersal between sites.

Introduce a programme of arts and entertainment events to Cromford Mill

Create a riverside pedestrian link between the Cromford Mill area and Matlock Bath, based on
recommendations of feasibility study
Visitor Development Plan for Arkwright/Cromford Cluster
Page 39