Roy Jackson, of Norman Jackson builders, says he has seen a significant change in opportunities for creating high quality properties and filling them with affluent new owners over the past 18 months.

And the trend, he says, is certain to continue in the short-term.

Jacksons recently turned the former Hazelmere Hotel into luxury apartments with high specifications and now there's only one left for sale, despite prices around £220,000.

Roy says: "When we first offered the apartments for sale we were told we wouldn't get the price we were asking – the market for apartments of such quality wasn't there in Morecambe, they said.

"But they've sold and they've sold to people who are either relocating within the district or moving into the resort and who want to take advantage of Morecambe's spectacular views.

"That's what we need, we need more people with spending power to invest in properties here and help the local economy thrive.

"And I can see that happening more and more.

"With the Midland Hotel and the development of the Next, Homebase and JJB outlets across the road more people are going to come here to visit and to work and they will boost the prosperity of the town.

"I also believe the prospect of the new M6 link road will have an effect as, perhaps will the increasing costs of foreign holidays. People will look again at this country and Morecambe now has an improving product to offer.

"We might not see people returning for fortnight holidays but the two, three or more days break market will continue to thrive and grow.
"The link road would help Morecambe establish itself as a commuter belt town for towns and cities around us."

But, amid all the optimism, Roy has a warning for locals.

"What will continue to hold us back, if we're not careful, is the negativity of some people – and, I'm sorry to say, a lot of that comes from Morecambe people themselves.

"Some don't appreciate how the resort is improving and changing and still harp on about problems we've had in the past.

"We are currently developing another high quality scheme at Sandylands and we've noticed a huge improvement in that area while we've been working there. Some of the premises, as people will be aware, were accommodating drug-users.

"But, despite some people still talking that part of Morecambe down, they seem to have moved away now and it really is an up and coming area with some fantastic properties and, of course, those stunning views.

"Brighton was similarly a place with a lot of problems 20 years ago but they've turned it right round and now it's booming – I think that will happen in Morecambe if people have the confidence and don't keep talking it down.

"Planners also need to show that confidence and allow developers to create more really good, high quality properties to help the place improve and flourish.

"The buyers ARE out there if the product is good enough. There does need to be a proportion of affordable housing as well but if you insist on too much then you are in danger of creating ghettos."

One major development Roy would like to see is the much talked about barrage across Morecambe Bay.

"I think it could be of a sympathetic design and, as well as improving links with the Furness peninsular and beyond, could create more employment for this area by harnessing hydro-electric power and utilising the links we've already got with the National Grid via Heysham.

"That is a prospect that excites me."

Meanwhile Jacksons is hoping soon to finalise a deal to redevelop the Broadway Hotel into more luxury apartments.

A little further down the line, it also plans a scheme to create a high-quality business and residential scheme at the Plaza Arcade site in the centre of town.

"I'm waiting for the right time commercially for that to happen," says Roy, "but I'm confident I won't have to wait too long."