Scarborough, Britain’s first seaside resort, is on the cusp of a remarkable transformation. With an impressive footfall count, a growing local economy and an evolving demographic profile, Scarborough is emerging as one of the UK’s most attractive coastal locations for leisure and F&B operators.
As the owner and developer of the Brunswick Centre, Scarborough Group International (SGI) is proud to be leading this evolution. Our redevelopment of Brunswick into Square One (SQ1) – a cinema-led, leisure-focused destination – will redefine the town centre, creating opportunities for forward-thinking operators to tap into Scarborough’s expanding market.
Scarborough’s recent economic trajectory tells a compelling story. Over the past decade, the town, along with nearby Whitby, has shown steady growth in Gross Value Added (GVA), a key measure of local economic productivity. When coupled with the average gross disposable household income of £19,204[1], the town’s economic momentum suggests untapped potential for increased local spending.
Scarborough also benefits from exceptionally strong footfall in the town centre, driven by both locals and tourists. In 2023-24, the town centre recorded a footfall of 23.4 million, 10 million more than Cambridge[2] over the same period – cementing its position as one of the UK’s leading visitor destinations. But, while people are already spending time in the area with an average dwell time of 194 minutes during peak months, the right mix of amenities could encourage them to stay even longer and increase spending.
SQ1 will take Scarborough’s prime town centre asset and transform it from the department store based concept of yester-year to a leisure-led model for the future.
At the heart of SQ1 will be a state-of-the-art ODEON Luxe cinema, which alone is expected to attract up to 350,000 visitors annually[3]. Cinemas are proven anchors for leisure destinations, driving consistent footfall throughout the week and into the evenings – beyond the traditional retailing hours.
But SQ1 isn’t just about the cinema. It will offer a carefully curated mix of restaurants, bars and leisure spaces designed to complement the cinema and create a holistic, all-weather destination. For leisure and F&B operators, this presents an unparalleled opportunity to position themselves at the heart of Scarborough’s evolving town centre – tapping into both the local market and the millions of tourists who visit the town every year.
Importantly, SQ1 is designed with flexibility in mind. Spaces will accommodate a variety of concepts, from grab and go outlets to full-service restaurants and bars, ensuring that national chains can find their ideal and encouraging local independents to take their place in the mix.
Scarborough’s demographic profile offers strong indicators for leisure and F&B success. While the former local authority area’s population, including neighbouring Whitby and Filey, has remained stable at 108,735[4] over the last decade, its largest age group – those aged 50-64 – stands at 4% above the national average[5]. This group, typically economically active and often with fewer family responsibilities, tends to have higher disposable incomes and a preference for high-quality dining and leisure experiences.
At the same time, Scarborough is attracting a younger, experience-driven audience. The 25-34 age group has seen the second-fastest growth since 2011[6], reflecting the town’s growing appeal to digitally-native professionals who prioritise experiences over possessions. This demographic is known for spending significantly on eating out, entertainment and social activities – the very offerings that SQ1 will deliver.
Tourism remains a cornerstone of Scarborough’s economy, but like many coastal towns, the challenge has been creating year-round demand. SQ1 aims to tackle this head-on by providing an all-weather destination that will draw consistent footfall beyond the traditional summer season. By anchoring the development around leisure and dining – two sectors that thrive year-round – we’re creating an environment where businesses can succeed.
Scarborough is rediscovering its former glory, and SQ1 is at the heart of this revival. For leisure and F&B operators, this is a rare opportunity to become part of a town reclaiming its historic status as a vibrant coastal destination – with a resilient economy, a strong tourism base and a transformative new development leading the way.
We at Scarborough Group International invite you to be part of this journey. Whether you’re a national brand looking for a strategic coastal location or an independent operator seeking a unique space in a thriving community, SQ1 offers the perfect platform for growth.
Make sure it’s on your radar.
[1] Office for National Statistics
[2] cambridgebid.co.uk
[3] Brunswick Economic Impact Assessment, Quod, May 2023
[4] Office for National Statistics – 2011 Census and Census 2021
[5] Scarborough Town Centre Team
[6] Office for National Statistics – 2011 Census and Census 2021
