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 £14M 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 £62M in net additional GVA annually and more than £634M 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 per cent 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.
