KENDAL'S evening economy has been described as 'ghostly' and like a 'desert' in a wake up call report produced by north Lancashire academics.

'Quiet' was the main word used to describe the town after 5pm with its layout, poor evening transport and a lack of restaurant choice all highlighted as contributory factors.

More than 500 people and 26 key stakeholders were asked for feedback as part of the research into the town's evening economy, which was led by a team of five Master of Business Administration (MBA) students from Lancaster University’s Management School.

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However, regeneration partnership Kendal Futures, which initiated the research, is keen for the report to be used to 'inspire' new projects that would help boost the economy.

Recommendations include:

  • Kendal coffee shops extending their opening hours into the evening and offering more outdoor seating
  • Incentives to give local businesses the impetus to stay open later
  • The introduction of at least one night club
  • More events in local pubs promoting community activities
  • Introduction of a concept whereby every first Friday of the month there is an evening to showcase local art with galleries staying open late, live music and food offered
  • More restaurants and a larger variety of eating establishments
  • Attracting more branded shops in the town centre
  • Encouraging a taxi share scheme to reduce transportation costs and a bus trial on Friday and Saturday nights
  • Better signage and a downloadable map of bars and restaurants
  • Creating a partnership between local businesses and authorities to design a strategy that will help increase footfall in Kendal
  • Encouraging extended shopping hours to improve dwell time and spend in cafes and restaurants in the early evening

Martyn Nicholson, chairman of Kendal Futures, said “We were delighted to initiate this interesting project. We know that Kendal gets a lot right in the evenings. People love the Brewery Arts Centre and the scale of its offer and the town’s events and festivals are widely recognised.

"We hope this research will inspire the town’s partners to identify new projects and actions which will further increase the appeal of Kendal to local people, businesses and visitors and ultimately benefit our wider economy."

The survey found that 30.66 per cent of respondents did not go out at all in the evening in Kendal and 39.62 per cent went out once a fortnight.

The report described the problem as a 'chicken and egg' scenario - if townspeople perceive that Kendal is quiet in the evening, it gives business less motivation to remain open. If businesses close by late afternoon, people are less likely to come into town.

Of those surveyed, 36.52 per cent said a 'poor choice of options' was the number one reason that prevented them from going out at night,

One cafe that has seen the benefits of offering later opening hours is Brew Brothers on Highgate. The cafe opens until 6pm on weekdays and 7pm on Friday nights.

"I think it is good advice," Brew Brothers director Tony Benton said about the opening hours suggestion. "I think at the moment it's quite a closed shop that opens in the evening.

"It was something that developed - we put on live music on that day so it's an afternoon and early evening thing on a Friday."

He said that it was a 'smooth transition' to apply for the licence extension and the additional hour that the cafe opens on a Friday had increased sales.

"On a Friday afternoon we have the half price fizz offer," he said. "It opens the market to relax after a hard week's work."

And the Factory Tap is another one of the establishments that seems to have cornered the 'after work' crowd. Despite initial concerns that its relative 'out of town' location would be a hindrance to business, it is in fact thriving.

"It's actually worked in our favour - we only get people who are prepared to walk a little bit further and we have never had any trouble," owner Ronnie Mullin said. "We do not open late. We get a good early doors crowd."

He added that the concept of heading straight for a drink after work was 'big' in cities but envisaged that Kendal would catch up with the trend as the town got bigger.

He also highlighted that the Fell Brewery would soon be opening up a bar on Lowther Street which he thought would provide a good additional offering.

And Marilyn Molloy, vice chair of Westmorland Campaign for Real Ale, noted that she thought Kendal was doing 'very nicely' in terms of the pub scene.

"We have several new bars catering for a wide range of clientele, and places like The Factory Tap are encouraging a different way of going out to the pub," she said. "There are themed nights, like tapas nights, and encouraging early evening sessions for those on their way home from work wishing a brief social visit before returning home. This is a very continental way of approaching socialising and one I think suits our Kendal life well."

Richard Foster the chief executive at The Brewery said that Kendal needed to be seen as a 'destination' for visitors.

"Local people know it's the place to come out but visitors might not," he said, suggesting that tourists might head through to Bowness and Windermere without stopping off.

"I think in some of the bigger cities people finish work and then move on to spending time together as a group enjoying the town. I do not think we have that kind of culture here. Maybe that flow from work into play could be developed and a greater focus on marketing Kendal as a place to come and visit 52 weeks of a year."

Ian Stephens, managing director of Cumbria Tourism, suggested that Kendal needed to provide more facilities for visitors, such as providing more 'high-end retail for Chinese visitors'.

"The town should also make the most of its special location at the centre of a high-quality food producing area," he said. "For instance, markets, inns and restaurants should be encouraged to forge stronger marketing and links with Kendal College. Or what about a roof top restaurant, or a contemporary dining experience at Kendal Castle linked by lifts or even a cable car?"

James Todhunter, a member of Kendal's Young Professionals group, said that the town would benefit from 'having a lot more choice and concentration' of venues.

"I asked around the group what we thought and came to the conclusion that Kendal was punching below it's weight when compared to similar places in size and standing," he said.

He said that although there were good places on offer, it was an 'ageing' town and its pedestrian areas could be made better use of.

"We are happy to fill them up with charity shops rather than restaurants and bars," he said. "So we are missing out on opportunities really and it would be good to start changing that."

"Kendal's perceived poor evening economy is an unfortunate reality," the report. "Above all, a change of mentality is needed by Kendal business and townspeople towards the evening if economic stimulation after 5pm is to be achieved."