Shakespeare Marina in Stratford-upon-Avon is planning to expand its accommodation offering with glamping pods as the marina looks to increase engagement with the local community and attract visitors beyond its boating clientele.
The marina, located off Seven Meadows Road, opened in 2022 and is operated by Land + Water. The company recently outlined its plans during an event attended by local representatives, including Stratford MP Manuela Perteghella, Stratford Mayor Sam McNaught Barrow, and Cllr Kate Rolfe, chair of the district council.
Neil Warren, property director at Land + Water, confirmed that the company has submitted a planning application for glamping pods, although a decision had not yet been made at the time of the event.
“We’ve put in planning for some glamping pods, but we haven’t had the results of that yet.
“Going forward, we’re also looking to get more participation from the town and from non-residents within the marina.”
The proposed glamping accommodation would add another visitor option to the marina and could broaden its customer base beyond boat owners. For outdoor hospitality operators, the approach also illustrates how existing leisure properties can explore additional accommodation revenue by using their established location and amenities rather than relying solely on their original business model.
Warren said discussions with local representatives also focused on strengthening the relationship between the marina and Stratford-upon-Avon. He said there was support for greater integration through events and other forms of development.
“The [guests] were very supportive of looking to see integration between the town and the marina, whether it’s events or other development. That was really good and reassuring.”
“We shared our journey and the challenges we have faced so far, discussed the marina’s positive impact on the local area, and outlined future on-site opportunities.”
“It was helpful to receive our local leaders’ support, so we can maximise the marina’s potential for the boaters and the wider community.”
The marina’s plans come as operators across the outdoor hospitality sector continue to look at ways to diversify their accommodation and visitor offerings. Adding glamping units to a marina could create opportunities to serve guests who want access to the waterfront and surrounding area without owning or renting a boat.
Warren told the Stratford Herald that the marina already contributes to the local visitor economy by bringing boat owners and other visitors into Stratford-upon-Avon. He emphasized that the intention of expanding the offering is to complement, rather than compete with, the town center.
“Stratford isn’t short of people wanting to come and see it for obvious reasons, but this is a different type of visitor.
“Similarly, people who live in Stratford presumably would like the ability to come somewhere close by that wasn’t necessarily as touristy as other attractions.
“We don’t want to take business away from the centre of town, we want to complement Stratford and be another offering for people.”
For operators considering similar diversification projects, the marina’s proposed expansion highlights several factors that can influence the development of new accommodation, including planning approval, relationships with local authorities, integration with nearby destinations and the potential to generate incremental visitation without undermining existing tourism businesses.
The outcome of Shakespeare Marina’s glamping application will determine whether the proposed units can move forward.