The long-awaited reopening of the former Atherfield Bay Holiday Camp has moved a step closer, with new planning documents revealing the site is to be rebranded as ‘The Isle of Wight Resort’ and become part of a national holiday park group.
A planning application submitted by Encore Leisure Propco Limited seeks consent for the installation of 2 externally illuminated panel signs at the clifftop resort off Military Road.
The proposed signage reveals the development will operate under the name ‘The Isle of Wight Resort’ and form part of the Evergreen Escapes Group, which operates holiday destinations across England and Wales.
The application is the latest step in efforts to bring the long-vacant site back into operation following years of redevelopment work and delays.
In the early 2010s, the holiday accommodation at Atherfield Bay had become vacant and deteriorated to such an extent that many of the buildings were in a poor state of repair and uninhabitable.
A major redevelopment scheme was subsequently proposed in 2016, involving the demolition of the existing clubhouse, chalets, swimming pool, manager’s dwelling and other ancillary buildings, alongside the construction of 63 holiday accommodation units, a new clubhouse, swimming pool and associated facilities.
Planning permission was granted in November 2016, with a series of subsequent applications submitted over the following years to discharge, remove or vary planning conditions attached to the scheme. The most recent operative planning permission was granted in September 2022.
Redevelopment of the resort was being advanced by Royale Parks, part of the Royale Resorts Group, but the company entered administration in 2023 before the holiday park could open.
Encore Leisure Propco acquired the site from administrators in 2024 and subsequently carried out an audit of the partially completed development. But that review identified a number of shortfalls in the as-built development, including missing infrastructure that could affect the operation of the resort.
The proposed signs are intended to be installed by 20th July, suggesting preparations at the site are continuing ahead of a potential opening during the Summer season.
Developers have previously had to make moves to quash false rumours circulating on social media that the site could be used to accommodate asylum seekers.
