A multi-million pound proposal to build a 'new generation' of holiday village in the countryside around Canaston has met with mixed reactions this week.
Located in two two valleys, meadowland and woodland between Minwear and Canaston woods, 'Bluestone' proposes to create a 'leading UK short break destination' at a cost of around £61 million.
It is estimated that the project will generate in the region of 700 full-time jobs, with many of the facilities open to day visitors as well as staying guests, in a bid to create year-round sustainable tourism.
Around 200 construction jobs will be created during the build stages and wherever possible all 900 projected employees will come from within a 30-mile radius of the development.
Five years in the concept stages, and based on 18 months of market research, Bluestone is the brainchild of William McNamara, who 16 years ago had the vision to help turn family farmland into one of Britain's top 10 tourist attractions, Oakwood Leisure Park.
Mr. McNamara has now left his position as managing director of Oakwood to form a new company to concentrate on the Bluestone project in conjunction with Alfred McAlpine Limited, who have recently completed the Eden Project in Cornwall.
Financial backing for the project will come from five equity partners, including Sir Edwood Dashwood, public sector grants and three major banks, including Fortis.
Hailed as the first development of its kind in Wales, the aim of the project is to attract new visitors to Pembrokeshire, particularly high earners, big spenders and the 'fit and fifties'.
"It was realised that the county was missing out on this sector of the tourism market and the proposals for Bluestone are based on extensive market research amongst this sector to find out what would attract them to the county," explained a spokesperson for the project.
The Bluestone plan includes the creation of a complex of 400 Nordic spruce or pine log cabins, a traditional Celtic village, including retail, catering and leisure amenities, health spa with hot tubs, sauna, jacuzzi and fitness suites, and a Sports World facility, including a large indoor multi-purpose sports hall.
Other attractions proposed include a domed 'Waterworld' all weather attraction - the first of its kind in Pembrokeshire - which will feature flume rides, water slides, white water rapids, river ride, a wave pool, and indoor and outdoor hot tubs, along with shops, recreation and catering outlets.
Also suggested is a themed restaurant at Blackpool Mill, recreating a period atmosphere with period food served by costumed staff and live entertainment, while a special on-site office will offer Bluestone guests the opportunity to experience other aspects of Pembrokeshire through a wide-range of full-day and half-day custom-designed packages in partnership with other tourism operators in the county. These would include family fun trips, voyages of discovery to local islands, sports and adventure escapes and cultural and heritage tours.
Part of the land falls within the Pembrokeshire Coast National Park and discussions have already been held with both the Park Authority and Pembrokeshire County Council planners.
A detailed planning application is currently being drawn up for likely submission in the early autumn and an environmental impact assessment is also being undertaken.
First phase of the development would cost in the region of £49 million and, if given the green light by local planners, construction could begin as early as next year, with first guests arriving by 2004.
A second phase is planned, at a cost of £12 million, which would see the creation of Snow World, which will feature a ski slope and adjacent nursery slope.
With state-of-the-art technology providing 'real' snow, the complex will give guests and day visitors year-round opportunities to enjoy skiing, snow-boarding and tobogganing.
Full details of the entire Bluestone project can be found on a specially set up website at http://www.discoverbluestone.com">www.discoverbluestone.com
However, while some welcomed the announcement of the project on Tuesday, others have expressed concern that it could put the county's existing tourism businesses at risk.
Local MP, Mr. Nick Ainger, felt it was a 'classic' way to expand the year-round tourism potential of the area, while local union leaders welcomed the jobs potential, not only on site, but for ancillary service industries.
Clr. Eric Feetham, Mayor of Narberth - the nearest town to the proposed site - also welcomed the news.
"Narberth is a thriving town at the moment and a development of this nature, with much needed employment in the area, can only improve things for the future," he said. "Mr. McNamara should be congratulated for his forward-thinking and I would like to wish him every success with this project."
However, Narberth's county councillor, David Watkins, was more cautious.
"I have a number of concerns about the project," he told the Observer. "What research has been carried out to determine the user market for this type of facility; will it attract new people or just take existing markets from established accommodation providers."
Clr. Watkins also sought clarification on whether local suppliers and producers would be given the opportunity to provide Pembrokeshire produce to the development's restaurants and other food outlets.
With this in mind, Clr. Watkins wondered, too, what Bluestone's policy would be for the franchising of any food outlets on site and whether local businesses would be given the opportunity to run them or whether it would be 'multi-national' concerns.
"Bearing in mind the development of 400 log cabins is half the size of Narberth, I would also like to know what plans are in reserve to make use of them if the project is not successful," he commented.
"I would like these questions answered before I express a definite yes or no view on the project."
Chairman of Pembrokeshire Hotels and Restaurants Association, Mr. Bobby King, also had reservations over the proposals.
"The trade welcomes anything that will help to attract people to the county for 12 months of the year," he said.
"However, I am worried about certain aspects.
"With the proposed number of lodges, there could be as many as 2,000 to 2,500 on-site guests. Will there be room for all the day visitors as well, and what will the costs of using the facilities be?
"I can't see how it will work, particularly if the paying on-site guests cannot use the facilities because they are full of day visitors," he opined.
"There will be an estimated 600 new jobs, but there is a national shortage of staff in the hospitality industry, particularly chefs.
"I fear it could decimate the staff of local providers, particularly those open only seasonally. I don't know where all the staff will come from to service Pembrokeshire's tourism industry.
"It's a phenomenal development and it will certainly bring a higher profile to the area, but as to whether it will help remains to be seen.
"Like Mr. McNamara's Oakwood, it will be totally self-contained, and those going there may not come out to see the rest of the area at all.
"At the end of the day, however, it will be how the local planners see it when it comes before them," he added.
Tenby 2020 chairman, Mike Thorne, was in no doubt about the project.
"It will be terrible news for Tenby," he opined.
"People will be attracted to the facility, but they will not be coming out to spend their money at local restaurants and other attractions," he claimed.
"How many of the jobs created will be displacement jobs caused by other hotel and accommodation providers being affected by this?" he asked.
"This development is similar to a Centre Parcs. I went to one of those some years ago and from my experience of that, you are not expected, or encouraged, to go off site.
"They will want people to spend on-site at their food outlets and other facilities. I can't see it being of benefit to other tourism operators and accommodation providers in the area."