If you’ve paid a visit to the Wirral town of New Brighton recently you won’t fail to have noticed that a not-so quiet revolution is stirring. Set back from the main drag of the seafront is the Victoria Quarter, a network of picturesque period roads bordering Victoria Road, the town’s original High Street.

From last October, giant pieces of street art have begun to appear in the vicinity, commissioned by local company Rockpoint Leisure, marking the start of their plans to help regenerate the road and the wider area.The company, which has been set up by local businessman Daniel Davies is aiming to breathe new life into the neighbourhood, and establish it as a new cultural heart for the town, championing its diverse independent credentials.

Rockpoint’s regeneration strategy includes the commercial revitalisation of New Brighton’s original High Street, and the company have already purchased a number of empty and derelict buildings and are working on a variety of retail and hospitality concepts which will benefit locals, as well as generating footfall from visitors.

Two of the company’s new venues open this Spring, with The James Atherton pub being the first to launch on March 28. Formerly known as The Railway, the pub has been completely redeveloped with a significant £390k investment by the pub’s owners, Punch.

Works have transformed the pub into a ‘modern British tavern,’ and the name change is in recognition of the resort’s nineteenth century founder, whilst the proposition is a nod to the grassroots workers and Northern day trippers who came to New Brighton over the past two centuries.

Working in partnership, Rockpoint Leisure and Punch have created a simple, traditional, warm and welcoming venue which is reminiscent of an age where there was a pub on every corner, offering great ales and craft beers as well as guest lines.

CEO of Rockpoint Leisure, Daniel Davies gives some background to the project and the new pub concept:

“As a long-standing resident of New Brighton, I have grown increasingly frustrated in seeing the decline of this part of town – from boarded-up shops, vandalism and littering, to low-level crime and even the growing isolation of parts of our community. I’ve wanted to do something about these issues for a while, and recently I found myself in a position where I realised I could make some tangible changes, and created Rockpoint Leisure. We’re looking to embrace and amplify the neighbourhood’s existing proposition of being home to a variety of small but proudly independent businesses, building on what we already have, and creating a new cultural hub for the town.”

The James Atherton is open seven days a week – for further information visit www.thejamesatherton.com or visit their Facebook or Instagram – @thejamesatherton

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