The Ascent of Cartmel: A Modest Village’s Rise as a Luxury Hub

Cartmel, a village in Cumbria renowned for its sticky toffee pudding, is currently enjoying considerable success. The question arises as to how this modest settlement, situated on the periphery of the Lake District, evolved into a prominent luxury destination within the country. Six decades prior, the village’s limited facilities comprised a petrol station and a school. Although Cartmel has consistently drawn visitors due to its 800-year-old priory, its racecourse, and its celebrated dessert, residents have observed a transition from a seasonal visitor pattern to a continuous, year-round stream. Approximately 20 years ago, the village welcomed chef Simon Rogan’s three Michelin-starred restaurant L’Enclume, an establishment that, alongside increasing interest in the Lake District, has significantly influenced Cartmel’s standing. Barry Dean, a local resident and representative for the area on Allithwaite and Cartmel Parish Council, noted, “Now we’re getting a constant stream of tourism which never used to happen.” He added, “It has stimulated other trade as well.” The Lower Allithwaite parish, encompassing Cartmel, records fewer than 2,000 inhabitants, based on ONS figures, with Dean stating that approximately 400 individuals reside within Cartmel itself. Nevertheless, within a few miles of the village, numerous hotels, guesthouses, and self-catering accommodations are present, many targeting the premium market segment. Further developments are anticipated. Although the tourism sector generates significant employment prospects, it also presents certain difficulties. Dean recounted, “We had a massive event – Christmas in Cartmel – but it was so popular we were inundated.” He further explained, “Previously that would have attracted local people [but] it was so over-attended we couldn’t do it this year.” Dean indicated that while the prosperity of “brand Cartmel” benefits the village, it simultaneously attracts investment from second-home owners and real estate investors, consequently reducing the ability of local residents to acquire properties. He stated, “The downside is it’s driven out a lot of people who looked after the village, the doers who got involved in the community.” Jenny Boak, 62, a lifelong resident of this part of Cumbria, recalls a time when Cartmel was a tranquil village. Boak, currently serving as a Liberal Democrat on Westmorland and Furness Council, elucidated, “All you needed to come to Cartmel for was to go to school.” She added, “The growth has all been organic, it has come from enterprise and employment has gone up.” Despite the presence of numerous holiday residences in and around its central square, Boak emphasized that the broader area has successfully secured social housing. She asserts that a “strong neighbourhood plan,” implemented by the council to designate developable areas, maintains a “balance” between tourism and the local community. Lauren and Greg Foggo, recently married, represent the newest investors drawn to Cartmel, following their acquisition of the village’s multimillion-pound former grammar school, which is slated for conversion into a hotel and wedding venue. Mrs Foggo remarked, “Cartmel seems to be a really luxury destination.” She continued, “Obviously you’ve got L’Enclume and [sister restaurant] Rogan and Co, you’ve got the racecourse, you’ve got lovely pubs that all seem to work well together as a community.” The couple, who lack prior experience in the hotel industry, were informed of the completion of their purchase of the Grade II listed 1790 building merely 10 days after their wedding in October. Their opening is scheduled for the new year. Mrs Foggo clarified that her parents acquired a property close to Cartmel and developed an affection for the region, which subsequently drew her and her husband to the location. Christie & Co, the firm managing the transaction, stated that the former owners had undertaken substantial renovations but sought to sell the property for retirement purposes. The 28-year-old commented, “The feedback has been that the local community are happy that it’s going to be a hotel again, that it’s going to bring more people to the village and hopefully we can bring something back to them as well.” Despite the ongoing impact of the cost of living crisis across numerous sectors, Cartmel persists in drawing affluence. Jim Walker, president of Cumbria Tourism, observed, “We’ve found post-pandemic that there is still strong demand among the more expensive, higher value end of the market.” Regarding Cartmel’s prosperity, he attributes it to its “buoyant” offerings and anticipates that its appeal will continue to draw visitors indefinitely. He concluded, “It has become quite a centre of excellence in terms of super experience for visitors.” He added, “It’s a real community, it’s very vibrant, but it’s worked hard to earn its place with some fantastic culinary offers for both visitors and the local people.”