INCREASING Barnsley town centre’s hotel options has been identified as a ‘key priority’ by bosses tasked with boosting tourism after a lack of accommodation was cited as a reason why visitors are being put off from staying longer.
Following a meeting of the Barnsley Town Board in the spring, which discussed the availability of rooms, the matter reared its head again following boxer Callum Simpson’s fight against Zak Chelli at Oakwell on August 3.
The event sold out 7,000 tickets in just two days but the spotlight has since fallen on the so-called ‘secondary spend’ of out-of-town visitors who required overnight stays but could not secure a room.
The board made up of council bosses, hospitality leaders and Barnsley North MP Dan Jarvis previously cited the issues visitors face and admitted they often steer towards Leeds or Sheffield instead.
Business leaders including Premdor’s Gary Vaughton and Cranswick’s Barry Higgins said their firms the former of which is American-owned regularly have visitors who choose to stay in Barnsley’s neighbouring cities due to a lack of options.
Nearby hotels include the 110-room Premier Inn in the town centre, but both the 77-room Holiday Inn at Dodworth and the 117-room Ibis Styles, also in Dodworth, are three miles out of the centre, as is Stairfoot’s 32-room Travelodge.
Matt O’Neill, executive director of growth and sustainability at Barnsley Council, told the Chronicle: “The recent boxing event at Oakwell was a fantastic highlight for Barnsley and it underscored the growing need for expanded hospitality options in our borough.
“As part of our commitment to growing and enhancing the visitor experience, the Barnsley Town Board has been actively engaged in discussions about our hotel accommodation.
“Expanding our hotel options is a key goal for the future.
“Quality hotel accommodation is needed in the town centre visitors are choosing to stay in Leeds and Sheffield.
“There are many steps we need to go through including talking with hotel operators, testing the market and studying what we might need in terms of size and locations.”
Now-shelved plans for a supposed ‘urban village’ on County Way had initially included an ambition for a new town centre hotel to occupy part of the site, as well as a multi-storey car park.
However, this was axed due to budget pressures, leaving the town centre with just one facility the Premier Inn which opened in 2010.
Jon Flatman, chief executive of Barnsley Football Club which worked alongside broadcaster Sky Sports and promotions firm Boxxer for Simpson’s bout also said the town needs a wider array of rooms for visitors.
“There is a real need for premium accommodation, both to live in and for short stays,” he added.
“The town centre will not attract high earners without it.”
Barnsley North MP Dan Jarvis welcomed the plan.
“Expanding the range of hotel and overnight accommodation options locally is something I have long called for and Callum Simpson’s exceptional victory to a packed Oakwell crowd further highlights why it is something our town needs.
“Facilitating extra capacity would boost Barnsley’s visitor economy, create jobs and help showcase what our town has to offer.
“While there is much work ahead, I have every confidence that Barnsley Council and the Barnsley Town Board will continue to deliver for our community, ensuring that Barnsley remains a top destination for visitors and a great place to live, work, and raise a family.”
A council report said the £220m Glass Works’ success has rocketed footfall to higher figures than before the Covid-19 pandemic but confirmed a ’shift’ in the landscape had occurred.
“The landscape of town centres has changed dramatically over the last decade, with high streets seeing significant changes including the closure of many well-known retailers,” it added.
“Nationally, we can see an increasing emphasis on town centres shifting from a primary retail-driven approach and evolving back to include more residential, cultural and leisure uses.
“Barnsley is at the forefront of this shift. Our approach to the high street is based on people and business, encouraging a holistic offer with strong elements of retail, culture, community and leisure. This approach has been reinforced in the wake of the pandemic and the town centre regeneration plans will continue to be the foundation of the council’s economic recovery plan.”
