Fragrance Group, the Singapore based property and investment company, won permission for the construction of a 161-bedroom hotel on Paignton seafront following a unanimous vote by members of Torbay Council’s development management committee.

Working alongside award-winning architects Kay Elliott and global property agents Savills, KOR Communications is providing strategic communications services to the Fragrance Group.

The new hotel, on the site of the former Park Hotel, is expected to attract an estimated 95,000 guests to the Bay each year, bringing with them a £2 million boost to the local economy. The planning application included demolition of the existing Victorian building which has stood on the prominent site since before the turn of the last century. The site is in Flood Zone 3.

KOR’s strategy:

  • Identify and liaise with key stakeholders
  • Identify key messages
  • Prepare information materials and website
  • Organise public exhibition
  • Gather and analyse feedback
  • Prepare statement of community involvement as part of planning application.

We organised and hosted a public exhibition close to the seafront site and gathered feedback on the proposals to support a statement of community involvement. The proposals won the backing of a number of key stakeholders including the local MP, the Herald Express newspaper, the Torbay Development Agency and the Torbay Civic Society.

MP Kevin Foster said: “I welcome the fact a major investor wants to commit millions of pounds to build the first new-build hotel on Paignton Seafront in decades.”

The secretary of the area’s community partnership said: “We are, by a large majority, in favour of the new hotel being built and look forward to seeing the final plans for the building.”

Analysis of the feedback gathered showed 86% of people who visited the exhibition supported the proposals. Detailed feedback on the proposals informed the statement of community involvement, which reflected the views of more than 350 people who took part in the consultation.

After the application was submitted, Torbay Council consulted 63 people, and received just 12 objections.

Supportive comments from members of the public included:

  • “I will literally be a stone’s throw from the demolition and construction but am more than happy to suffer the temporary disruption to the area to see it improved so greatly.”
  • “I hope that the plans will be approved without delay and work can begin on the new hotel which will provide jobs and facilities for tourists.”
  • “I totally support this application which will bring a high-quality hotel to Paignton. In addition, it will bring excellent local jobs, facilities and amenities to the area.”
  • “It’s good to see commercial confidence bringing much needed investment into the Bay. Tasteful and thought-through regeneration projects will remove eyesores, attract visitors and be of benefit to residents and tourists alike.”


  • Key evidence of support from major stakeholders
  • Key evidence of support from local community
  • Unanimous approval of planning application.

© 2020 KOR Communications

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