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Outlet specialists Rioja Estates and developer Willmott Dixon Developments have submitted a planning application for Quayside – a £150m mixed‑use regeneration scheme that is set to transform Great Yarmouth’s North Quay into a new gateway destination.

Quayside will deliver a modern blend of outlet retail, leisure, hospitality, hotel, residential and public realm, that also reconnects the town centre with the waterfront via The Conge and establish a modern, distinctive destination for residents and visitors.

Independent analysis by ADE Regeneration highlights the scale of the economic impact. The privately funded project is forecast to attract around two million additional visits to Great Yarmouth each year and deliver 791 gross construction job years (261 net), generating £14 million in net additional Gross Value Added (GVA) during the build phase. Once operational, Quayside is expected to support approximately 1,270 on‑site jobs (1,014 net), with a further 192 net jobs created through wider visitor spending. Overall, the scheme is projected to deliver £62 million in net additional GVA annually and more than £634 million over its first decade, a transformational uplift for the local economy.

At the heart of the development is an open‑air outlet village featuring around 70 premium and high‑street brands operating on an authentic value model, typically 30–70% below RRP. A dedicated food quarter will bring together family‑friendly dining, independents, casual eateries and coffee shops. Alongside this, an entertainment quarter will provide all‑weather leisure anchored by a Leisure Box with IMAX‑ready cinema, flexible multimedia and conferencing spaces, co‑working facilities, competitive socialising experiences, family entertainment zones and rooftop activities such as Padel.

The 120‑key hotel faces The Conge and will act as a cornerstone of the development. It will welcome both business and leisure guests, benefit from immediate proximity to the entertainment quarter, co‑working spaces, and the wider retail and dining scene and generate year‑round economic activity.

The provision of up to 60 new homes at Quayside means that it will be a great place to live, as well as work, play and shop. Positioned to maximise views over the river and integrate with the public spaces the homes will support sustainable living and help to strengthen activity beyond retail hours.

The masterplan has been shaped by extensive public consultations held in February and July 2026. In response to comments from the public key refinements include repositioning the hotel to protect heritage views, such as those of The Minster, enhanced landscaping and outdoor spaces, improved pedestrian routes, relocation of the Leisure Box to improve its setting in relation to the surrounding buildings, and refining the mix of retail, food, drink and leisure uses. Public feedback also informed the inclusion of pop‑up units for local businesses, community‑focused spaces, play areas, green habitats and visitor information points.

The development also includes a multi-storey car park with up to 915 spaces, designed to support visitor flow, seasonal peaks and accessibility needs, alongside electric vehicle charging infrastructure and energy efficient lighting, all designed to ensure that the car park is both safe and secure.

Giles Membrey, Managing Director of Rioja Estates, said: “We know that when you introduce a high‑quality, value‑led destination, which is what an outlet is, and combine it with strong leisure, overall footfall rises, dwell time increases and the wider town centre benefits. Evidence from outlets at Ashford, Gloucester and Portsmouth demonstrates that they act as catalysts for investment, employment and renewed confidence. Quayside will complement Great Yarmouth town centre and help it to thrive.”

Matthew Knight, National Head of Development (Investment) at Willmott Dixon Developments, said:

“The submission of this planning application is the culmination of extensive collaboration with Great Yarmouth Borough Council, Rioja Estates, local stakeholders and the community to develop a vision for North Quay that reflects the town’s ambitions for the future.

This is an exciting opportunity to unlock the potential of a key waterfront site, creating new jobs, homes, leisure opportunities and public spaces while strengthening connections between the town centre and waterfront.”

Quayside has been designed to meet modern sustainability standards with full compliance on energy efficiency, flood resilience and biodiversity enhancement, whilst sustainable drainage systems, permeable paving, green roofs, and native planting will ensure a biodiversity net gain. Residential floor levels are set between 5.15m and 7m Above Ordnance Datum (AOD), supported by a comprehensive flood strategy that retains and maintains existing river walls.

A co-ordinated movement strategy will strengthen connections between the waterfront, railway station and town centre. The site’s location, directly adjacent to Great Yarmouth railway station and within easy walking distance of the town centre, will be supported by improved pedestrian routes, upgraded crossings, enhanced wayfinding and new active travel links. The scheme aligns with the emerging Local Plan’s ambition to reduce reliance on private vehicles and improve access to public transport.

The masterplan respects and enhances the historic character of North Quay. The Grade II listed buildings at 80–82 North Quay will be retained and repurposed for flexible community use, and the architectural language draws inspiration from the area’s industrial wharf heritage with brick, metal and dock‑influenced detailing creating a contemporary identity that is rooted in the area’s history. Public realm improvements will strengthen the setting of heritage assets whilst new views and the riverside walkway will remind residents and visitors of the town’s maritime history.

The planning application has been submitted in parallel with the final stages of the emerging Great Yarmouth Local Plan, expected to be adopted in September 2026. Subject to approval, the project will progress into detailed design and enabling works, with phased delivery beginning with the outlet and leisure village, public realm and parking infrastructure, followed by the hotel and residential elements.

Quayside is being delivered through a long‑term partnership between Great Yarmouth Borough Council, Rioja Estates and Willmott Dixon Developments. The Council has led land assembly and secured

£20million from the Government’s Levelling Up Fund. Willmott Dixon Developments brings extensive experience in sustainable urban regeneration, while Rioja Estates contributes specialist outlet expertise. This coordinated approach reflects the North Quay Supplementary Planning Document’s requirement for strong partnership working and provides delivery certainty for a project of this scale.

The scheme will deliver new community spaces along with flexible units for local businesses. Employment opportunities will span entry‑level to managerial roles, supported by apprenticeships, training and skills programmes during construction and operation. Enhanced accessibility, safer routes, new leisure facilities and year‑round activity will support inclusive growth and improve quality of life for residents.

Councillor Carl Smith, leader of GYBC, said: ‘’To see the planning application submitted for Quayside in Great Yarmouth is an enormous step forward. Regenerating this key gateway location at North Quay will provide the biggest transformation the town has seen in decades and will deliver huge benefits for the borough and its vital tourism industry. The construction phase will provide hundreds of new jobs for local people and, once complete, Quayside will offer a wealth of career opportunities as well as provide an attractive addition for residents and visitors. There has been a huge amount of work to get to this point and we look forward to continuing to work with Rioja Estates and Willmott Dixon Developments as the project continues.

Councillor Trevor Wainwright, leader of the Labour Group at GYBC, said: ‘’The detailed work that has gone into this planning application means our ambitious vision for Great Yarmouth’s neglected North Quay can now be realised. Residents have, and will continue to have, a role in helping shape a development that delivers huge benefits for the community with new jobs and housing at a site that will be a major asset for the borough and the whole of Norfolk and beyond. Quayside will complement and add value for existing businesses and provide an incentive for people to spend more time in our town.’’

The planning application has the support of Great Yarmouth Borough Council along with commercial and non-commercial organisations including Visit Great Yarmouth, the Great Yarmouth Business Improvement District and The Civic Society of Great Yarmouth.

A decision on the planning application is expected in early 2027. If approved, work would begin on site in 2028 with an opening date in 2030.

The planning application can be viewed online at https://planning.great-yarmouth.gov.uk/OcellaWeb/planningSearch and entering the following reference number:  06/26/0620/O. Hard copies may be viewed at both The Town Hall and at Great Yarmouth library.

The ballot of businesses to decide on the renewal of the town centre Business Improvement District ended at 5pm, Thursday 19th March. A count of the ballot papers was completed by the returning officer at Great Yarmouth Borough Council who has announced a majority of votes have been cast in favour.

The positive result ensures that the initiatives and projects funded by the BID, including the town centre street wardens, will continue for a further three and a half years. The postal ballot of businesses liable for paying a levy towards the BID, which was held by Great Yarmouth Borough Council, saw a turnout of 36.7% with 85.5% voting in favour of the BID proposals by number and 88.9% by total aggregate rateable value of the votes cast.

The successful ballot reflects the continued support for the gyBID funded initiatives which are delivered by Great Yarmouth Town Centre Partnership and include annual events and marketing as well as a business crime reduction scheme for the town centre. The BID, which was originally launched following a ballot in 2006, will start its fifth term from April.

Great Yarmouth Borough Council, working in partnership with developer Willmott Dixon and retail outlet specialist Rioja Estates, has unveiled the emerging masterplan for the regeneration of the North Quay area of Great Yarmouth.

The multi-million-pound regeneration, led by Great Yarmouth Borough Council and supported by Levelling Up funding, will transform the 10-acre riverside site into a vibrant mixed-use quarter. The scheme will reconnect the town centre with the waterfront, create new public spaces and deliver long-term benefits for residents, visitors and local businesses.

Expected to attract up to two million visitors per year, the scheme will also provide a welcome boost to tourism and local businesses. It is expected to create up to 500 jobs during the construction phase, up to 600 permanent positions in retail, leisure and hospitality in the development itself, and up to 400 further jobs in the surrounding area once open.

At the heart of the regeneration are a major Leisure Box anchor with an Imax-ready multi-screen cinema and conferencing facility, a retail outlet centre with approximately 70 premium and high street brand stores, a 100-120 room hotel, housing, cafes, restaurants, flexible workspaces, community facilities and parking for up to 900 cars. The development also includes green riverside walks, play areas, new public squares and a cycle route that will connect North Quay with the town centre, link the railway station with the Market Place and create views over Breydon Water and the Broads.

The Leisure Box will form the dynamic heart of the North Quay regeneration, delivering a landmark destination designed to transform Great Yarmouth’s visitor experience. Anchored by an IMAX-ready multi-screen cinema and conferencing facility it will be a major family entertainment destination that also includes competitive socialising spaces. The Leisure Box, along with the retail outlet and hotel, will play a pivotal role in generating hundreds of jobs, boosting the local economy and establishing North Quay as one of the region’s most exciting leisure destinations.

The regeneration will include a reimagined gateway to Great Yarmouth from the railway station and will prioritise sustainability, biodiversity improvements and green infrastructure. It will promote walking and cycling through safe, accessible routes and high-quality green spaces, while achieving exceptional environmental performance through sustainable design and flood resilience measures developed with the Environment Agency.

The development, which will also reconnect the town centre to the river and unlock long-overlooked views, has been shaped by the council’s long-term regeneration strategy, the North Quay SPD (Supplementary Planning Document), and planning policy aspirations for the waterfront. The vision divides the site into several quarters, each of which will have its own distinct identity and purpose, as part of a fresh riverside experience.

Willmott Dixon, which was chosen as the developer for the project by Great Yarmouth Borough Council, has chosen to partner with Rioja Estates Ltd, a leading UK-based real estate development company that specialises in premium outlet destinations and has extensive expertise in retail-led regeneration. Its portfolio includes some of the most innovative designer outlet projects in the UK and internationally, and it has brought forward outlets in Bridgend, Swindon and Cannock, as well as sites in Europe including Malmö Designer Village.

Councillor Carl Smith, leader of Great Yarmouth Borough Council, said: “This incredibly exciting development will breathe new life into our town and is something we have been working towards for many years. The ambitious vision dovetails with our determination to make Great Yarmouth a thriving place to live, work and visit. It will bring hundreds of new jobs for local people and build on our reputation as a wonderful place to visit and spend time. In tandem with bold regeneration completed or underway in the Market Place, The Conge and other locations in the town, North Quay demonstrates the confidence successful businesses have in the future of our borough. Evidence shows that thriving retail and leisure outlets complement existing business and grow opportunities, and we look forward to working with local stakeholders to ensure the North Quay delivers for everyone.’’

The Great Yarmouth Sculpture Trail was officially opened earlier this month, creating an exciting new experience to encourage visitors to the town and explore.

Comprising of 12 brand new artworks specially commissioned for the art trail, visiting them all takes around 1 1/2 to 2 hours following a circular route from the market place to the seafront and back. The recommended starting point is ‘Yarn with Ernie’ located near Lloyds bank in the new market place piazza area.

Funded by the Government’s Town Deal  and Future High Streets Funds, Great Yarmouth Borough Council worked with a number of sculptors and art organisations to create a collection that reflected the best of Great Yarmouth, celebrating its rich maritime and medieval history, its growing presence in the clean energy industry and the town’s culture including its role as a centre for circus and street arts.

Printed trail guides are available from the library in The Place in the Market Place with an electronic version available to download here  https://www.uncoveringyarmouth.org/map/trails/great-yarmouth-arts-trail

A first Business Crime Summit was held in June to provide information and guidance to town centre businesses on retail crime and anti-social behaviour. Hosted in The Hive, the meeting space in The Place, the summit included presentations from Town Centre Partnership of its ShopSafe Crime Reduction Initiative, Great Yarmouth Borough Council on the Public Space Protection Order that went live in April and from the Police Town Centre Beat Management Team. Further presentations included advice of protecting your business from Cyber Crime from the Eastern Cyber Resilience Centre and an overview of the Borough Councils Civic Pride initiative “Together We Can”. The event was attended by over 30 people representing from town centre businesses who had the opportunity to ask questions and discuss their concerns with the speakers. A similar event is being planned for the Autumn.

Following six months of road works and bus route disruptions the improvement works at the Market Gates bus interchange are now complete. The improvements facilitated two-way travel through the bus station for buses allowing northbound services to pick up passengers from the west side of the bus station and proceed directly north towards Caister, Norwich etc. The one-way system around Deneside and King street was reversed to allow buses to enter the bus station from the south along with the one-way system on Regent Street and Regent Road. The improvement works, managed by Norfolk County Council and cost close to £2m, were instigated to generate shorter bus journey times and improved reliability for passengers as well as reducing bus travel on key routes used by other transport users within the town centre. More information can be found at  https://www.norfolk.gov.uk/article/58944/Market-Gates-bus-service-improvement-scheme

The installation of 11 new public space CCTV cameras in and around the town centre will take place in July. These are being added to those that are already be monitored by staff at the Great Yarmouth CCTV control room that operates 24/7. The new camera locations include the Market Place end of St. Nicholas Road, a camera at the North and South apex of the roof of the new covered market, two cameras along The Conge, one near Jims Butchers and the other at the junction with North Quay with a further camera near the Rail Station adjacent to the Vauxhall foot bridge. The remaining cameras are located at the South end of the town in areas identified as crime hot spots by police. The new cameras, installed with funding allocated from the Governments Safer Streets fund and match funded by Great Yarmouth Borough Council, brings the total number of CCTV cameras monitored by the CCTV control, the operation of which is part funded by Great Yarmouth BID and Town Centre Partnership members, to ninety-four cameras.

The Great Yarmouth Business Improvement District (GYBID) has been recognised for its high standards and received a national accreditation for Business Improvement Districts. The BID Foundation’s Industry Standards was awarded to GYBID in recognition of its standards of transparency and responsible governance, following an independent review process.

The BID Foundation, a group of over 70 Business Improvement Districts, has developed the Industry Standards for all BIDs with input from UK government and other national bodies. The Standards highlight information and documentation that should be made publicly accessible and easily identifiable by every BID, and are independently accredited by the Institute of Place Management.

GYBID has passed the Industry Standards accreditation by demonstrating the high standards of aspects including its business plan, governance mechanisms and reporting, Directors and personal interests, and detail on ballot results.