How a small village became a huge luxury destination

Cartmel in Cumbria, long known as the home of Sticky Toffee Pudding, is experiencing its own sweet taste of success. How did this small village on the edge of the Lake District establish itself as one of the country’s leading luxury destinations?

About 60 years ago, the handful of facilities here included a petrol station and a school.

And while visitors have always been attracted to Cartmel’s 800-year-old Priory, its racecourse and its famous sweets, those who live here have seen a change from seasonal influx to year-round flow.

Nearly 20 years ago, it became home to chef Simon Rogan’s three Michelin-starred restaurant L’Enclume, which, combined with the ever-growing interest in the Lake District, has shaped the village’s reputation.

“We now get a steady stream of tourism that we never had before,” says resident Barry Dean, who also represents the area on Allithwaite and Cartmel Parish Council.

“It has also encouraged other business.”

According to ONS figures, Lower Ellithwaite parish, of which Cartmel is a part, has fewer than 2,000 residents, and Dean says around 400 people live in Cartmel.

Yet there are dozens of hotels, guesthouses and self-catered units within a few miles of the village, many of which aim to upscale the market. More are coming.

While the tourism trade brings significant employment opportunities, it also comes with its own challenges.

“We had a big event in Cartmel – Christmas – but it was so popular that we folded,” says Dean.

“In the past it used to attract locals (but) it had so many attendees that we couldn’t do it this year.”

Dean says the success of “Brand Cartmel” is great for the village, but it also drives investment from second home owners and real estate investors, meaning fewer locals are able to buy property here.

“The downside is that a lot of the people who take care of the village, who are involved in the community, have been pushed out.”

Jenny Boak, 62, has always lived in this corner of Cumbria and remembers the days when Cartmel was a sleepy village.

“You needed to come to Cartmel to go to school,” explains Boak, who now sits as a Liberal Democrat on Westmorland and Furness Council.

“The growth has been completely organic, it has come from enterprise and employment has increased.”

While there are many holiday homes on and around its main square, Bock is keen to emphasize that the area has largely managed to secure social housing.

He claims that a “robust neighborhood plan” has been created by the council, which identifies areas that can be developed, ensuring a “balance” between tourism and the community.

Newlyweds Lauren and Greg Foggo are the latest investors to be attracted to Cartmel, having bought the village’s former grammar school for a multimillion-pound deal, which is to become a hotel and wedding venue.

“Cartmel really seems to be a luxury destination,” says Mrs. Foggo.

“Obviously you have L’Enclume and (sister restaurant) Rogan & Co, you have the Racecourse, you have lovely pubs that seem to work well together as a community.”

The couple – who have never worked in the hotel business – got the news just 10 days after tying the knot in October that their purchase of the Grade II listed 1790 building had been completed.

They are preparing to open in the new year.

Mrs Foggo’s parents bought a property near Cartmel and fell in love with the area, she says, and that’s what attracted her here.

Christie & Co, the company handling the sale, said the previous owners had undertaken extensive renovations but wanted to sell the property to retire.

“The feedback is that the local community is happy that it’s going to be a hotel again, it will bring more people to the village and hopefully we can bring something back for them too,” says the 28-year-old. ,

Although the cost of living crisis is affecting many areas, Cartmel continues to attract money.

Jim Walker, chairman of Cumbria Tourism, says: “We have found post-pandemic that there is still strong demand in the more expensive, higher value areas of the market.”

As for Cartmell’s success, he attributes this to its “spirited” offering and he does not think its charm will stop attracting visitors any time soon.

“It has become quite a center of excellence in terms of excellent visitor experience.

“It’s a real community, it’s very vibrant, but it has worked hard to earn its place with some fantastic culinary offerings for both visitors and locals.”