Planning application submitted for Quayside, a £150m mixed‑use development at North Quay
Willmott Dixon Developments, master developer of Quayside, Rioja Estates, outlet retail specialists, and Great Yarmouth Borough Council have submitted a planning application for the transformational mixed-use regeneration project, which will reconnect Great Yarmouth town centre with its waterfront and create a vibrant new destination for residents, businesses and visitors.
Located at North Quay, the privately funded development will bring together outlet retail, leisure, hospitality, residential and public realm in a comprehensive masterplan designed to drive long-term economic growth and strengthen the town’s appeal as a regional destination.
Independent analysis by ADE Regeneration forecasts that Quayside will attract around two million additional visits per year, support more than 1,200 on-site jobs, and generate approximately £62 million in net additional Gross Value Added (GVA) annually once operational.
At the heart of the scheme will be an open-air outlet village featuring around 70 premium and high street brands, complemented by a new food and beverage offer, family entertainment attractions, a leisure hub, public spaces and a 120-bedroom hotel. Up to 60 new homes will also be delivered as part of the development, helping create a thriving mixed-use neighbourhood that remains active throughout the day and evening.
The proposals have been shaped through extensive public consultation, with feedback helping refine the design, improve public spaces and pedestrian connections, enhance landscaping, and strengthen the relationship between the development and Great Yarmouth’s historic assets.
Quayside has been designed to meet modern sustainability standards, with proposals including biodiversity net gain, sustainable drainage systems, permeable paving, green roofs and native planting. Improved pedestrian routes, upgraded crossings, enhanced wayfinding and new active travel connections will strengthen links between Great Yarmouth railway station, the waterfront and the town centre, improving accessibility for residents and visitors.
The project is being delivered through a long-term partnership between Great Yarmouth Borough Council, Willmott Dixon Developments and Rioja Estates. Supported by £20 million of Government Levelling Up Fund investment secured by the Council, the plans will improve connections between the railway station, town centre and waterfront while creating a sustainable new destination for residents and visitors.
Councillor Trevor Wainwright, leader of the Labour Group at GYBC, said:
‘’The detailed work that has gone into this planning application means our ambitious vision for Great Yarmouth’s neglected North Quay can now be realised. Residents have, and will continue to have, a role in helping shape a development that delivers huge benefits for the community with new jobs and housing at a site that will be a major asset for the borough and the whole of Norfolk and beyond. Quayside will complement and add value for existing businesses and provide an incentive for people to spend more time in our town.’’
Giles Membrey, Managing Director of Rioja Estates, said:
“We know that when you introduce a high‑quality, value‑led destination, which is what an outlet is, and combine it with strong leisure, overall footfall rises, dwell time increases and the wider town centre benefits. Evidence from outlets at Ashford, Gloucester and Portsmouth demonstrates that they act as catalysts for investment, employment and renewed confidence. Quayside will complement Great Yarmouth town centre and help it to thrive.”
To see the planning application submitted for Quayside in Great Yarmouth is an enormous step forward. Regenerating this key gateway location at North Quay will provide the biggest transformation the town has seen in decades and will deliver huge benefits for the borough and its vital tourism industry.
The construction phase will provide hundreds of new jobs for local people and, once complete, Quayside will offer a wealth of career opportunities as well as provide an attractive addition for residents and visitors. There has been a huge amount of work to get to this point and we look forward to continuing to work with Willmott Dixon Developments and Rioja as the project continues.
Councillor Carl Smith Leader, Great Yarmouth Borough Council
We’re delighted to have reached this important milestone for Quayside and Great Yarmouth. The submission of this planning application is the culmination of extensive collaboration with Great Yarmouth Borough Council, Rioja Estates, local stakeholders and the community to develop a vision for North Quay that reflects the town’s ambitions for the future.
This is an exciting opportunity to unlock the potential of a key waterfront site, creating new jobs, homes, leisure opportunities and public spaces while strengthening connections between the town centre and waterfront. We believe Quayside can play a major role in supporting Great Yarmouth’s long-term growth and prosperity, and we hope these proposals can help realise that ambition.
Matthew Knight National Head of Development (Investment) at Willmott Dixon Developments
