We are planning to improve the main seafront road in Swanage to make it safer, more accessible and more attractive. The Shore Road Enhancement Project is based on extensive community engagement and technical assessments, the project will improve pedestrian space, enhance connections to the Green Seafront and upgrade the overall public-realm.
We have confirmed the preferred option for the project following a detailed review of technical evidence, public feedback and site constraints. The chosen approach is to retain two‑way traffic while removing on‑street parking, enabling wider pavements on the seaward side and a programme of public‑realm upgrades to create a safer and more welcoming seafront environment.
Background
Swanage’s Green Seafront comprises Sandpit Field, Weather Station field and the Spa beach hut area. Due to significant ground movement and slope instability, essential work is required to stabilise the land. Engagement related to the seafront highlighted public concerns with Shore Road, including narrow pavements, traffic management problems and parked cars.
In response, Swanage Town Council asked us to investigate options to improve pedestrian safety, accessibility and the overall streetscape along Shore Road.
Objectives
Five priorities guided the development of improvement options, we would like to:
- improve pedestrian safety and access
- support local economic activity
- strengthen the seafront as a destination
- better manage traffic
- reduce environmental and climate impacts
Feasibility study
A feasibility study explored how Shore Road could be redesigned to better meet these objectives. Options considered included full pedestrianisation, a one-way system, or keeping two-way traffic with changes to parking. Potential upgrades included wider pavements, improved crossings, cycle facilities, bus stop improvements and new public realm features. These demonstrated how the road layout could prioritise people while maintaining necessary access.
Concept options
Following review by Swanage Town Council and Dorset Council members, four options were selected for public engagement:
Option 1 – Full closure to vehicles
Shore Road would be closed to general traffic (except emergency and service vehicles), creating wider pavements on both sides, a 3m bi-directional cycle path and new seating, planting and surfacing. Parking would move to Victoria Avenue.
Option 2 – Partial Closure with one way southbound traffic
A one-way system would operate from Seaward Road along Shore Road. Pavements would be widened up to 4m, parking removed and a northbound cycleway introduced. Raised crossings and improved surface materials would provide traffic calming.
Option 3 – Two-way traffic with parking removed
Traffic flow remains two-way, but parking is removed to enable pavement widening. Priority give-way at crossings would slow vehicles. Public realm improvements would be introduced in key locations.
Option 4 – Do nothing
No changes to the current layout.
Public engagement 2025
Dorset Coast Forum carried out engagement from 1 May to 29 June 2025 alongside the Green Seafront project engagement. A mix of online and in person methods was used, including a project webpage, survey, drop-ins, pop-up events, stakeholder meetings and printed information at community venues.
Participants were asked about their preferences for the four options, along with views on pedestrian improvements, crossings, parking (including Blue Badge spaces), bus routing, cycle facilities, surfacing, planting and signage. The full engagement report was published in January 2026.
Overall ranking of options
| Option | Average rank | Ranked 1st | Ranked 4th | Key interpretation |
|---|---|---|---|---|
| Full closure (pedestrianisation) | 2.95 | 418 | 842 | Most polarising option. Strong first-choice support but most frequently ranked last. |
| One-way traffic system | 2.40 | 203 | 35 | Typically ranked in the middle, often as a second or third preference. |
| Two-way traffic with removal of parking | 2.12 | 471 | 65 | Ranked highest overall and most frequently placed as the first or second preference. |
| Do nothing / keep Shore Road as it is | 2.51 | 374 | 495 | Mixed views, with respondents divided between retaining the status quo and seeking change. |
Next steps
A series of design refinements will now be explored including:
- reducing the speed limit of Shore Road to 20mph
- relocating key crossings
- introducing high‑quality materials
- reducing street clutter
- adding new pick‑up and drop‑off points
- improving accessibility through dedicated disabled parking
We will also assess related improvements on the wider highway network, such as junction visibility, pedestrian crossing points and updated wayfinding.
- Consultation report published – January 2026
- Preferred option announced – February 2026
- Preliminary design and updated costs – late summer 2026
- Formal consultation and legal orders – autumn/winter 2026
- Detailed design – summer 2027
- Construction (aligned with Green Seafront project) – September 2027 to April 2028
All dates provided are indicative and subject to change. To reduce impact on the highway, works will be aligned with the Green Seafront Ground Stabilisation project construction period. This means the start date of construction works will depend on the final confirmed timelines for the Green Seafront project.
Funding
Feasibility costs ranged from £1.25 million to £1.7 million depending on the level of public-realm enhancement. A full upgrade of the northern section alone could cost up to £3.4 million. The early estimate for full delivery of the preferred option is around £2.5 million, subject to refinement as design progresses.
The initial feasibility work was funded through the UK Shared Prosperity Fund. We have allocated £500,000 from our Local Transport Plan as seed funding to support design development and contribute to construction.
A detailed preliminary cost estimate will be completed in late summer 2026 to support further funding bids.