The challenge

Like many seaside towns, Britain’s first seaside spa resort struggles to get tourists to venture away from the coast and see what else the town has to offer. The geography of Scarborough is also unusual: the historic castle is on a headland sandwiched between the town’s two beaches, each with a distinct character and visitor offer.

Our brief was to bridge the gap between key attractions to make it easier for visitors to understand how it all fits together and to give them the confidence to explore and stay a little longer.

A challenging timeframe also meant that we needed to work efficiently – together with stakeholders and partners – to reach the right result that this fantastic town deserves.

What we did

We engaged with members of the public, stakeholders in the town and the Borough Council to understand what were the key destinations, and identified / reinforced distinct character areas such as the cultural quarter and the old town.

Working with local experts we were able to identify what were the most important aspects of Scarborough’s history to highlight on signage.

Why it works

Each sign incorporates original artwork from a local artist that reflects the classic Art Deco style so often associated with our traditional seaside towns.

There is so much more to Scarborough than its beaches and this project was an important piece of the puzzle in showcasing its attractions. It connects Scarborough’s various character areas and helps visitors to move between destinations and better appreciate what’s on offer, extending their stay.