Outlet specialists Rioja Estates and developer Willmott Dixon Developments have submitted a planning application for Quayside – a £150m mixed-use regeneration scheme that is set to transform Great Yarmouth’s North Quay into a new gateway destination.
Quayside will deliver a modern blend of outlet retail, leisure, hospitality, hotel, residential and public realm, that also reconnects the town centre with the waterfront via The Conge and establish a modern, distinctive destination for residents and visitors.
Independent analysis by ADE Regeneration highlights the scale of the economic impact. The privately funded project is forecast to attract around two million additional visits to Great Yarmouth each year and deliver 791 gross construction job years (261 net), generating £14 million in net additional Gross Value Added (GVA) during the build phase. Once operational, Quayside is expected to support approximately 1,270 on-site jobs (1,014 net), with a further 192 net jobs created through wider visitor spending. Overall, the scheme is projected to deliver £62 million in net additional GVA annually and more than £634 million over its first decade, a transformational uplift for the local economy.
At the heart of the development is an open-air outlet village featuring around 70 premium and high-street brands operating on an authentic value model, typically 30–70% below RRP. A dedicated food quarter will bring together family-friendly dining, independents, casual eateries and coffee shops. Alongside this, an entertainment quarter will provide all-weather leisure anchored by a Leisure Box with IMAX-ready cinema, flexible multimedia and conferencing spaces, co-working facilities, competitive socialising experiences, family entertainment zones and rooftop activities such as Padel.
The 120-key hotel faces The Conge and will act as a cornerstone of the development. It will welcome both business and leisure guests, benefit from immediate proximity to the entertainment quarter, co-working spaces, and the wider retail and dining scene and generate year-round economic activity.
The provision of up to 60 new homes at Quayside means that it will be a great place to live, as well as work, play and shop. Positioned to maximise views over the river and integrate with the public spaces the homes will support sustainable living and help to strengthen activity beyond retail hours.
The masterplan has been shaped by extensive public consultations held in February and July 2026. In response to comments from the public key refinements include repositioning the hotel to protect heritage views, such as those of The Minster, enhanced landscaping and outdoor spaces, improved pedestrian routes, relocation of the Leisure Box to improve its setting in relation to the surrounding buildings, and refining the mix of retail, food, drink and leisure uses. Public feedback also informed the inclusion of pop-up units for local businesses, community-focused spaces, play areas, green habitats and visitor information points.
The development also includes a multi-storey car park with up to 915 spaces, designed to support visitor flow, seasonal peaks and accessibility needs, alongside electric vehicle charging infrastructure and energy efficient lighting, all designed to ensure that the car park is both safe and secure.
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.”
Matthew Knight, National Head of Development (Investment) at Willmott Dixon Developments, said:
“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.”
Quayside has been designed to meet modern sustainability standards with full compliance on energy efficiency, flood resilience and biodiversity enhancement, whilst sustainable drainage systems, permeable paving, green roofs, and native planting will ensure a biodiversity net gain. Residential floor levels are set between 5.15m and 7m Above Ordnance Datum (AOD), supported by a comprehensive flood strategy that retains and maintains existing river walls.
A co-ordinated movement strategy will strengthen connections between the waterfront, railway station and town centre. The site’s location, directly adjacent to Great Yarmouth railway station and within easy walking distance of the town centre, will be supported by improved pedestrian routes, upgraded crossings, enhanced wayfinding and new active travel links. The scheme aligns with the emerging Local Plan’s ambition to reduce reliance on private vehicles and improve access to public transport.
The masterplan respects and enhances the historic character of North Quay. The Grade II listed buildings at 80–82 North Quay will be retained and repurposed for flexible community use, and the architectural language draws inspiration from the area’s industrial wharf heritage with brick, metal and dock-influenced detailing creating a contemporary identity that is rooted in the area’s history. Public realm improvements will strengthen the setting of heritage assets whilst new views and the riverside walkway will remind residents and visitors of the town’s maritime history.
The planning application has been submitted in parallel with the final stages of the emerging Great Yarmouth Local Plan, expected to be adopted in September 2026. Subject to approval, the project will progress into detailed design and enabling works, with phased delivery beginning with the outlet and leisure village, public realm and parking infrastructure, followed by the hotel and residential elements.
Quayside is being delivered through a long-term partnership between Great Yarmouth Borough Council, Rioja Estates and Willmott Dixon Developments. The Council has led land assembly and secured £20million from the Government’s Levelling Up Fund. Willmott Dixon Developments brings extensive experience in sustainable urban regeneration, while Rioja Estates contributes specialist outlet expertise. This coordinated approach reflects the North Quay Supplementary Planning Document’s requirement for strong partnership working and provides delivery certainty for a project of this scale.
The scheme will deliver new community spaces along with flexible units for local businesses. Employment opportunities will span entry-level to managerial roles, supported by apprenticeships, training and skills programmes during construction and operation. Enhanced accessibility, safer routes, new leisure facilities and year-round activity will support inclusive growth and improve quality of life for residents.
Councillor Carl Smith, leader of GYBC, said: ‘’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 Rioja Estates and Willmott Dixon Developments as the project continues.
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.’’
The planning application has the support of Great Yarmouth Borough Council along with commercial and non-commercial organisations including Visit Great Yarmouth, the Great Yarmouth Business Improvement District and The Civic Society of Great Yarmouth.
A decision on the planning application is expected in early 2027. If approved, work would begin on site in 2028 with an opening date in 2030.
The planning application can be viewed online at https://planning.great-yarmouth.gov.uk/OcellaWeb/planningSearch and entering the following reference number: 06/26/0620/O. Hard copies may be viewed at both The Town Hall and at Great Yarmouth library.
