Sefton Council has unveiled a new exciting vision for the future of the gateway to the coast at Ainsdale, following previous consultation exercises with residents and stakeholders. The proposed plans for Nature-Led Regeneration are designed to create a vibrant, sustainable coastal destination that enhances visitor experience while protecting the area’s unique natural environment.

Nature at the heart of the vision

The vision places Ainsdale’s internationally significant dune systems, rare wildlife and seascape at the heart of its regeneration. As part of this nature-led vision, Sefton Council is committed to maintaining and enhancing the formally protected habitats that make Ainsdale internationally significant.

Toad Hall beyond viable restoration

It also recognises the current challenges, and therefore the opportunities in the area. One key recommendation is the demolition of Toad Hall, which has been deemed structurally unsafe and beyond any viable restoration. Independent surveys - carried out via drone due to the dangerous condition of the building - have confirmed its severe state of disrepair.

Toad Hall demoliton and new facilities 

In the short term, the demolition of Toad Hall would create space for new surface car parking, which is much needed in the context of the dynamic and ever-changing nature of the coastal environment. In the longer term, the site is earmarked for the development of a purpose-built visitor centre and high-quality public space, forming a key part of the wider regeneration vision.

New hospitality and visitor accomodation

Furthermore, Sefton Council is close to agreeing the disposal of The Sands, following the ongoing marketing exercise aimed at securing best value for the asset but also securing a partner to deliver transformation of the asset in a manner aligned to this vision. The proposals would include a new hospitality and visitor accommodation offering, with improved links to Sands Lake, and enhancements including upgraded boardwalks and better signage.

Full details on the Sands disposal, once confirmed, will be approved in accordance with the Council’s financial procedure rules and shared publicly in due course. Also, a business case for the demolition of Toad Hall and the installation of surface car parking will also be progressed and approved in accordance with the Council’s financial procedure rules.

Gateway enhancements - Shore Road and Coastal Road

In the longer term this nature-led vision includes ambition for a new purpose-built visitor centre, forming the centrepiece of a redesigned welcoming public space for residents and visitors, as well as the aspiration to transform the Shore Road and Coastal Road gateway with safer crossings, new public art and improved signage. Shore Road could be redesigned to calm traffic, improve pedestrian safety and create a stronger sense of arrival.

Both the short-term and the longer-term measures will help create a more impressive welcome for visitors to the coast, reflecting the natural beauty of this spectacular part of the borough of Sefton.

Ongoing discussions on Pontins site

The Pontins site is integral to delivery of this vision, and the Council is in ongoing discussions with the leaseholder of the site regarding the future of the former holiday park site. The vision outlines the scale of ambition that the Council, residents and visitors alike share for a world-class visitor destination with high-quality accommodation, and the Council is committed to progressing these discussions, and the transformation of the site that is required, at pace.

Making Ainsdale a flagship destination for nature-led tourism and regeneration

Councillor Marion Atkinson, Leader of Sefton Council, said:

‘’These regeneration plans are about creating a sustainable future for Ainsdale that celebrates its unique natural environment while delivering world-class facilities for visitors and opportunities for our communities. A vision for Nature-Led Regeneration and a world-class offering is intended to reflect the feedback of residents and visitors over recent years.

“There is much to do over the coming years, but in the short-term we have opportunities to make immediate improvements. Toad Hall has sadly reached a state of disrepair that makes restoration unfeasible. For safety reasons, we had to conduct surveys via drone, which only confirmed the buildings condition. However, this does open up an opportunity to create new car parking that will benefit visitors and reduce pressure on residents at busy periods. We’re also pleased to be close to securing an agreement on the Sands, which will bring most welcome investment to that asset.

“Engagement with the leaseholder regarding the Pontins site is a priority to enable fulfilment of this vision, and we look forward to continued dialogue with them in this respect.

“These are exciting first steps towards making Ainsdale a flagship destination for nature-led tourism and regeneration.”

Next steps and planning 

All proposals outlined within this vision are subject to the appropriate planning permissions and approvals in accordance with Sefton Council’s financial procedure rules.

You can read the full vision document here.