‘Giving us a voice’: Skegness accommodation group already proving a success

Skegness Accommodation Network & Development Group (SAND) has enjoyed a successful first year and given local hoteliers and its members a voice.

SAND was set up in January 2024 and is a collaboration between Destination Lincolnshire and East Lindsey District Council. In March this year Bob Walker was elected as the group’s chairman.

SAND has around 25 members and is a collection of businesses who actively contribute to Skegness’ visitor economy through its accommodation sector.

The group aims to support the continuous development of the Lincolnshire coast as a place to visit. Together we want to extend the group’s capabilities through peer support, shared knowledge, improving practices and problem-solving.

Destination Lincolnshire’s Senior Relationship Executive Holly Christian said: “Collaborating with the SAND group has been a fantastic experience. The group brings together a diverse range of accommodation providers in Skegness, fostering networking and building connections between businesses.

“Together with East Lindsey District Council, we can offer valuable support to local businesses, contributing to community development and strengthening the visitor economy.”

SAND Chairman Bob Walker, who has worked in the hotel industry for 60 years, said: “There was a group previously in Skegness four years ago, but that folded, and this new group gets everyone together – hotels and accommodation providers – to work together and give them a voice with the district and county councils.

“Skegness has always felt like it’s out on a limb with nobody worrying about them, so we pushed to get Destination Lincolnshire’s involvement and now we have a voice with them, it’s brilliant.”

The group members are already reaping the benefits of their work together, including Angélique Skitmore who owns Palm Court on South Parade in Skegness.

She said: “The group is still in its infancy and we would welcome more hoteliers and members to take part.

“It helps keep me up-to-date with what’s happening in town, networking and helping each other, and finding out information we wouldn’t otherwise have known about.

“Holly from Destination Lincolnshire and Karen from East Lindsey District Council have been great and so supportive. It’s a crucial partnership.

“The issues we’ve had with trains, for example, have been raised at a higher level to the council and we feel like we have a voice now.”

East Lindsey District Council are key stakeholders and this collaboration has been crucial to the group’s success.

Karen Edwards, Place Officer at East Lindsey District Council, said: “Following the demise of SECWHA (Skegness East Coast and Wolds Hospitality Association) and the Destination BID we (ELDC) recognised the need for support of the accommodation sector. As part of our contract with Destination Lincolnshire, we requested that they support the set up and development of an accommodation group for Skegness businesses.

“The purpose of the group is to bring people together who have a shared interest so they can network, share best practice, experiences and issues and in turn we can organise meetings and events that will be of interest.

“As well as this it provides an opportunity to update on the latest developments and for the businesses and organisations to help shape destination marketing and to contribute to the wider place shaping agenda in Skegness.

“In addition to all this it provides us with an insight into what is happening on the ground and helps us identify where support is needed from ELDC.”

Destination Lincolnshire arranges and manage the group’s monthly meetings. The group’s last meeting of 2024 was held at The Royal Hotel in Skegness on December 4.

Katrina Pierce, Development Manager for Lincolnshire at the Federation of Small Businesses, was invited as the guest speaker and she spoke about the benefits of being an FSB member and how they support small businesses.

She said: “It is always heartening to see business owners coming together, take on issues and collaborate on making changes that affect them, their business and customers.

“For fifty years we’ve been helping small businesses across the UK and in Lincolnshire we are passionate about those in the visitor economy and want to make sure they are best supported, best represented and armed with all the information and tools they need to survive and thrive.”

At the latest meeting discussions were also had about charge backs and street lighting. The next meeting has been scheduled for February 5, 2025, with a location to be confirmed.

Destination Lincolnshire works with accommodation providers across the county and one of our main roles is to bring people to Lincolnshire to stay longer. We aim to extend the season and offer more than just summer holidays on the coast – working with local businesses, councils and organisations to achieve this.

Any businesses or individuals involved with hoteliers or accommodation providers in Skegness, and the surrounding areas, who wish to join the group should email Holly Christian at holly.christian@destinationlincolnshire.co.uk.