Deal for 'international hotel brand' for St Helens edging closer

The Star understands St Helens Borough Council is set to formally approve franchise and management agreements for the forthcoming new 120-bedroom hotel on Bickerstaffe Street.

The local authority and its development partners say the hotel forms an integral part of the Phase 1 St Helens town centre transformation programme.

It will stand alongside a new transport hub and extensive public realm as the key arrival point to St Helens off Bickerstaffe Street.

The proposals are due before the council’s cabinet at its meeting on Wednesday, April 24, 2024 and would be a key part of the scheme, which will aim for a completion date of winter 2026.

At this stage, the brand of the hotel has not been released for contractual reasons, however, sources say it is an internationally recognised chain.

It is understood the local authority is aware of the pessimistic views expressed online by some social media users who have questioned the need for a hotel.

An overhead view of the layout for phase one (Image: St Helens Council/ECF)

But local leaders believe it is important the alternative argument for why a modern hotel in the heart of the town centre is needed should be expressed.

They argue a modern, business-friendly hotel is considered an essential part of the mix in terms of how to bring a town centre back to life - by going beyond purely retail and using a formula of new homes, contemporary office space, new market and new transport hub.

Sources close to the development partnership, which involves the English Cities Fund and the council, insist "extensive consultation and market testing" took place, with the overwhelming feedback – especially from the business community – backing the idea.

It is a move rooted very much in the belief that St Helens is moving towards becoming a focal point for innovation, particularly around the glass industry.

The town's central location between Liverpool and Manchester also make it attractive to people visiting the cities for business or leisure opportunuities.

Furthermore, the sources add that the council received multiple "competitive bids from international hotel brands and operators for this opportunity".

Those driving the regeneration plans say St Helens is already attracting increasing numbers of business travellers because of developments such as Glass Futures and other major employers in the area, coupled with the success of its sporting and leisure attractions, such as Saints and Haydock Park racecourse.

They believe that trend will only continue as the borough invests in high-growth industries and point to St Helens being one of the main beneficiaries of Liverpool City Region’s new status as an Investment Zone.

As reported by the Star, St Helens Manufacturing and Innovation Campus - which includes part of Pilkington's former Greengate site is part of the Investment Zone.

A source said: "A new high-quality hotel brand offering is regarded as an essential step in helping St Helens to retain, grow and attract highly competitive businesses, ensuring that the borough has a sustained bright future.

"Its detailed design has also been directly informed by feedback, with several rooms adapted to provide for longer stay corporate business visitors and its exterior reflecting much-loved local heritage."

Town centres, such as St Helens and those in poorer Northern areas, have suffered to due to the rise in online shopping, the development of retail parks and the impact of the Covid pandemic and the cost-of-living crisis.

The Phase 1 transformation programme will seek to introduce a mix of uses and experiences aiming to reinvigorate it.

With the Hardshaw Centre due to be flattened, a 25,000 square feet Market Hall, a 75,000 sq ft Grade A office block, 64 new homes and 11,000 sq. ft. of modern retail space will be the first steps in trying to breathe new life into an area hit by decline.