Designer and vintage festival founder Wayne Hemingway speaks out on controversial Midland Hotel changes

Renowned Morecambe-born designer Wayne Hemingway has given his views on controversial changes at the town's iconic Midland Hotel.

Beyond Radio asked Mr Hemingway for his opinion on a new 'beer garden' on the lawn at the hotel, after it caused outrage on social media.

This came after dozens of people posted on the hotel Facebook page to slam the decision to put 20 pub-style picnic tables on the grass behind the iconic art deco hotel.

The beer garden was installed ahead of last weekend's Vintage by the Sea festival which drew an estimated 45,000 people to Morecambe over the weekend, and the seating area was packed on Saturday and Sunday.

Other recent changes to the hotel by owners The Inn Collection Group have also divided opinion, with many saying they aren't in keeping with the style and design of the world-famous hotel.

Mr Hemingway, who co-founded Vintage by the Sea and is part of the organising team, said he had also heard many people say that "the glamour had gone" at the Midland.

But, he said: "The main thing is that the new owners have come in and bought one of Morecambe's most important assets. Now we all have to work with them to ensure that asset is loved as much as the public loves it."

The Inn Collection Group said the beer garden was "temporary" for the August bank holiday weekend and Vintage by the Sea, and they believed it had been "a popular addition with our key customers, those who live in and are visitors to Morecambe".

They said they are "acutely aware of the traditions that surround The Midland".

But the vast majority of the hundreds of comments on Facebook derided the idea of the beer garden and its seating, which people described as "tacky", "horrible pub tables" and "not the right look for one of the most iconic Art Deco hotels in the country."

You can read some of the public's comments at the link below.

Owners respond after uproar over new 'pub beer garden' at Morecambe's iconic Midland Hotel - Beyond Radio

Speaking following the Vintage by the Sea festival, Mr Hemingway said there were "positives" about the changes.

"The right thing to do is to turn those lawns outside the front into a public space to look over the sands, watch the sunset, watch the people go by and sit there with a drink and a bite to eat," he said.

"Why previous hotel operators didn't do that, god only knows. 

"They did that, and it was packed. The staff were clearly run off their feet in a good way."

Doors from the Midland's Sun Terrace were also opened over the vintage weekend to allow access to the lawn area and the Promenade. (Image: The Midland Facebook page).

"By opening the doors, which I can't remember the last time they were opened, that is a brilliant flow bringing people off the Prom," said Mr Hemingway.

"You've got to look at those two things as big positive thing.

"However their choice of tables was making it like a cheap pub. That could have been avoided. 

"They say they did it temporarily but actually, they could have done something better than that, as temporary. Good meanwhile design doesn't have to break the bank."

The Midland reopened in 2008 after regeneration by design company Urban Splash, following years of closure and dereliction.

"People have to remember it was in a hell of a state before it was renovated," said Mr Hemingway.

"Hotels can go 'backwards' and the thing to stop it going backwards is to take money so that there is profit to ensure good upkeep.

"But by hardly spending anything at all, by working with designers and working with creativity, they could have had the same amount of seating out there that was artistically either in keeping with the hotel or was creating a new design direction. HemingwayDesign would have offered to help them with this.

The seating outside the Midland is pictured below, photo taken prior to Vintage by the Sea this weekend. Image: The Midland Hotel.

"But that's so easy to remedy. I'd be the first to throw my hat in the ring and show them how to do that, very cost effectively.

"That building is world renowned. It is absolutely at the core of the DNA of Morecambe and the core of its future. So even simple things like those benches matter. But it's a really easy fix. Commission designers and do something interesting.

"People don't need to think it's the end of the world but the owners should respect the building, its history and creativity.

"The staff in that hotel are great. You're well-served in that hotel by friendly young staff. They are giving people a chance there, it's young, diverse and it feels good. They should be applauded for that.

"It's where (the owners) forget about the hotel and what people love about the hotel, it's design, history, aesthetics and beauty.

"They've brought new furniture inside, and the last thing it is is beautiful. It's completely out of step with the hotel.

"They don't have to spend a fortune, they just have to understand the kind of design, whether it's modern or historic, that goes with that building.

"You can do it on a shoestring but you have to do it with people who know what they're talking about.

"This weekend, we heard it so many times that people felt the glamour had gone. 

"A hotel that's all about design mustn't lose its design flair.

"They may have not knowingly done this. Poor design can be a difficult thing for some people to spot.

"It's all solveable. It looks to me that they've got their heads screwed on financially and seem a nice bunch.

"I think it's important to be kind to them. The main thing is they've come in and bought one of Morecambe's most important assets. Now we all have to work with them to ensure that asset remains cherished by all.

Wayne is pictured below hosting the 'Best in Show' awards at Vintage by the Sea at the Midland over the weekend. Photo: Joshua Brandwood.

"And it's also the small things that count. The music you hear in there is like a playlist that you can hear in any pub. Minor things, but they all add up in the end. Standardisation that doesn't need to be standardised.

"Looking at other comments from the public; the reception desk is now part of the bar. It's created space and that means bums on seats, you can serve more coffee and cakes, so financially that makes sense. There's more chance of the hotel making money which we want it to. I don't think that's the problem.

"A lot of these changes will make it more of a healthy, financial going concern and that should be the number one thing for Morecambe, that the hotel thrives. And they are starting to make it thrive more, but they can make it thrive and keep the beauty.

"I hope they take these comments from me and others in the spirit that we want them to succeed and ensure that the building thrives and that it’s place marketing asset for Morecambe is maintained and flourishes. 

"I've left Morecambe this weekend feeling more positive than I've ever felt despite the constant rumblings about The Midland.

"But I've still left that hotel looking forward to going back."

Wayne Hemingway was born in Morecambe in 1961. Alongside his wife Gerardine (pictured below with Wayne at last year's Vintage by the Sea), he set up the famous Red or Dead fashion brand in the 1980s.

The Hemingways then founded London-based design company Hemingway Design, which has worked heavily in culture-led regeneration, urban design, interior architecture, community-focused placemaking, large scale multi-arts festivals, exhibition design, and graphic and brand identity.

They launched Vintage Festival in 2010, creating award-winning festivals across the UK celebrating 20th century culture, including Vintage by the Sea in Morecambe, which has been running since 2013.

Wayne has made appearances on numerous TV shows and was awarded an MBE in 2006.

Newcastle-based The Inn Collection Group bought the Midland Hotel for an undisclosed sum in December 2022.

The hotel was previously owned by the Clitheroe-based charity, the Lancaster Foundation and operated by English Lakes Hotels.

The Grade II* listed building on Marine Road was was built in 1933, to the designs of architect Oliver Hill, and is renowned for its style, glamour and art deco appearance. Many celebrities have stayed in the hotel over the years, and it remains a popular place for visitors from all over the world.

Full statement by The Inn Collection Group responding to social media complaints about changes at the Midland:

"We have seen that there have been some detractors commenting around the outdoor seating, alongside those welcoming the development.

"As you note, the Midland was very busy over the Vintage weekend (an event we proudly support annually) and we are delighted that we are now welcoming a diverse customer base to enjoy what the Midland has to offer.

"The outdoor seating was a temporary installation in place for the August Bank Holiday weekend and the Vintage by the Sea event. With the restoration of the main doors on the promenade side of the property enabling us to welcome people directly from that side, we wanted to make it clear that the Midland was open, and they were welcome to join us, enjoy the weather, the ambience and the activity taking place along the promenade.

"From the numbers of people sat outside throughout, we believe that it has proved to be a popular addition with our key customers, those who live in and are visitors to Morecambe. We will now review our sales data and feedback ahead of deciding what outdoor provision we have here for the 2025 season.

"We have made operational changes in line with our business model that now sees check in take place with our friendly front of house team rather than a dedicated reception desk, a more relaxed dining experience and a growing range of drinks and we are delighted to see a wider customer base joining us for this side of our offering.

"We said at the time of our purchase of The Midland that our offering would evolve in time to our style of hospitality and in doing so we are seeing that now account for a growing percentage of our trade.  During the latest school holiday period, F&B (food and beverage) has accounted for 61 per cent of our business at The Midland.

"We are seeing a growing number of young families, groups of friends etc alongside The Midland’s established customer base and we see that as a good thing. We are welcoming customers who in the past may have seen The Midland as 'not for them' and by introducing more people and making it somewhere the feel like the fit in, we are ensuring that it has a bright future that will extend well beyond its next major milestone of 100 years in 2033.

"We are acutely aware of the traditions that surround The Midland, to that end, we now serve the popular Afternoon Tea offering in one of the main function rooms, which allows us to separate this from the day-to-day food and beverage areas and create an enhanced atmosphere for people to enjoy.

"The reinstatement of the doors is one of several works we have been carrying out since taking on custodianship of The Midland in December 2022 (alongside roof repairs, new boilers to name just two).  As you can imagine a historic building like the Midland (with its listed status amongst other things) requires a great deal of love and care. 

"Its last significant works came as part of its restoration by Urban Splash almost 20 years ago and it so there is a long list of things that we are fully aware need attention. Due to the necessary planning procedures and permissions required, this can be a long and drawn-out process (the doors for example were a 10-month project from initial plans to installation).

"It is a process that our projects team are well versed with (there are 13 listed buildings within our estate) and puts them in a position of expertise to maintain the Midland.

"On that note, I’d like to address the frequent comments of the ilk of 'it needs a lick of paint' regarding the outward appearance of the building.

"As you can imagine, maintaining Midland and making sure its heritage is respected means it is nowhere near that simple.

"Due to the conservation considerations, 'a lick of paint' simply isn’t permissible. The Midland is coated in a very specific type of render that contains a particular type and quantity of glass. It is this that creates the 'sparkling' effect which would be lost if we simply painted the outside of the building.

"We are fully aware that this is in need of renewal.  We are eager to carry out this work, but again, due to the planning process and conservation considerations that need to be observed, it is a process that we must adhere to, and this does mean we are yet to begin, however the delay in no way should be interpreted as a lack of willing on our part.

"After a brilliant summer, we’re now looking forward to a busy autumn and winter, with demand for our winter breaks package and Christmas staycations at the Midland high."