First look at the new Midland

The years of renovation work are over and the public can experience all that the stunning hotel has to offer.

Exciting times, indeed, for this glamorous Art Deco building which was once threatened by arsonists, thieves, the ravages of the sea and the wrecking ball.

VIP night at Midland

Bill Maynard, director of the developer Urban Splash, told The Visitor: "Paul Jones and Kieran Gardiner and the rest of the team working on The Midland have been working on it until 10 and 12 at night.

"It's a mixture of complete exhaustion and elation. The last time I went around the building it was looking absolutely fantastic. We are really, really proud of it. The building looks glorious.

"It has exceeded our expectations. The architects, Union North, also deserve credit. The views from the external spaces are superb. The panorama is stunning and the space has exceeded our hopes.

"It's probably the most famous example of modernist seaside architecture in the UK. The artworks and the Eric Gill look glorious.
"The Morecambe lads and lasses have done a wonderful job for us."

But there won't be any Hollywood-style launch parties; the hotel is so solidly booked that there is no time to fit them in and Urban Splash says it wants to welcome everyone "equally".

Midland doors set to open

In a major coup for the hotel, 'The Culture Show', starring Lauren Laverne and Mark Kermode, is spending two days at The Midland recording a special programme for BBC2.

The Culture Show's producer, Sarah Ager, said: "We are doing a piece on the reopening of The Midland Hotel and what that means for Morecambe, and for seaside towns as a whole. We are asking if this type of older building can bring people back to the seaside."

The feature on The Midland will be presented by The Culture Show's architecture expert, Tom Dyckhoss, who also writes for The Times.

"He will be taking a look at Morecambe and at archive footage of The Midland," said Sarah. "He'll be looking at how successful the regeneration has been and talking to people who used to work there.

He'll be talking about the decline and how that signalled a change in people's holiday habits. It will also be a chance for people to have a look inside the hotel. Urban Splash are hoping people will have confidence in visiting the area again."

Sarah said the programme was planning to bring back some of the glamour of the early days by putting on the BBC Big Band with singer, Claire Teal, and a special (secret) guest star in the hotel last night (Tuesday, May 27).

The show will go out on BBC2 on Tuesday, June 17, at 10pm and we can bring you a full report in next week's Visitor.

Few people could be more delighted with the transformation than Sue Thompson, chairperson of the Friends of The Midland Hotel for the past nine years.

Sue says she had tears in her eyes on a recent visit to the hotel: "It just kept repeating: 'My God; it's fantastic' and going: 'Oh, oh!' It was an incredibly emotional experience.

"I can't believe it's happened. It's just so fantastic.

"We have come such a long way. It means so much for the town. When it comes to Art Deco there is not a hotel like it that is finished with the edge Urban Splash has given it.

"It puts Morecambe on the map. I hope it encourages regeneration and more businesses to open.

"Morecambe has had a lot of bad press but now we have something exceptional. Photographs just don't do it justice. The furniture is sensational. Everything in it has a huge impact. Everyone in Morecambe is going to want to go in for a meal or a drink. I think people are going to be pleasantly surprised about how reasonable the prices are.

"At one point people were talking about demolition but we really didn't want to lose it. I would have chained myself to the front if they'd tried.

"We are delighted with what Urban Splash has done. We would like to thank them for a fantastic job."

Evelyn Archer, cabinet member with responsibility for regeneration in Morecambe, also campaigned to save the hotel: "I am really excited. We have had lots of good national coverage over the last few weeks and it has given Morecambe a huge psychological boost. It's going to put Morecambe back on the map.

"It will help kick-start the rest of the regeneration of Morecambe.

"The BBC were asking me about the Winter Gardens and about its relationship with the Midland Hotel and what it means for Morecambe.

"It's the main hotel on the prom. It caused great excitement when it opened in the 1930s and it's doing the same now.

"The fact that I haven't seen inside makes it more exciting. I'm going to a couple of do's there. I was just saying to my husband 'we're going to have to get used to eating at The Midland Hotel!'"

Evelyn said it is important to provide other attractions for visitors: "We have to provide other things for them to come and see.

"We are now looking forward to seeing what Urban Splash plans to do with the rest of the site. The Band Arena needs to be demolished. We have to match what they are giving us. We have to provide good quality."

Jim Trotman, chief tourism officer for Morecambe, said the rebirth of The Midland will boost the town's image: "It's another step in the upswing of Morecambe. We have had some good national publicity recently and this is going to be the next step up in the profile for the resort.

Most places I go to, such as the English Historic Towns Forum in Durham, are asking what is happening in Morecambe. There is a lot of interest.

"At the moment we are really optimistic about tourism in Morecambe. Rising fuel prices seem to be making people think about taking holidays in Britain.

"When The Midland was derelict it detracted from the work we had done such as the Tern Project. We are hoping to get the tourist information centre staff in there before it opens so that they can advise people. I was in there recently and it is a huge improvement. All the bedrooms are en suite and the windows are fully double glazed.

"This sort of development is what we've been pushing for. What we want is high quality developments to increase the visitor spend. We want to become a quality resort.

"People like to invest in what has been successful. We, as a council, had to take the lead in that respect."

Morecambe's MP, Geraldine Smith, is another huge fan of The Midland: "I have always said that The Midland Hotel will be the catalyst for change in Morecambe.

"It certainly sends out the right message. The PR alone has been tremendous.

"I was in Morecambe the other day and it was buzzing with people.

"I think Urban Splash's plans for the central area of Morecambe could be really exciting too. Things are coming together such as the housing renewal in the West End and the transformation of Poulton. It has taken a long time but we have clawed our way back up.

"It's great that people are starting to invest in Morecambe again.

"It has made such a difference having a developer like Urban Splash working on the hotel.

"I can't wait to have a meal there!"

* See your Visitor next week for more on the reopening of The Midland Hotel.