Regeneration plans for ‘Les Sablons’ on Broad Street

Publish date: 07 Mar 2022

Le Masurier is proud to present proposed plans, subject to planning approval, for the regeneration of more than two acres of central St. Helier. A public consultation will be held at the Town Hall in St Helier from Thursday March 03 to Saturday March 05, 2022.

The area in the heart of town will become known as Les Sablons, which means the windblown sand and will respect the old harbour wall within the development. Hundreds of years ago, before the reclamation of the seafront, this historic wall protected an emerging St. Helier from the sand that would be blown from the beach. It also marked the boundary of the original harbour, which was the gateway to the Island for traders and merchants. Centuries after Jersey’s story of growth and expansion began, this location will once again become a hub of activity creating new public and private spaces that are flexible, adaptable and inclusive for islanders to enjoy.

The Les Sablons vision is to create a vibrant place to visit, stay, eat, drink and shop. A new walkway and large landscaped vibrant courtyard, from Broad Street through to Commercial Street, will deliver a pedestrianised connection through from the centre of town to Liberty Wharf and will include landscaping with trees and plants and artwork created by local artists who are acclaimed internationally.

Every aspect of Les Sablons has taken careful consideration into the factors that environmental impacts have on wider social and economic outcomes, with sustainability being central to the development and its surrounding environment. This new central community and socialising space will transform this rundown area and bring new life to St. Helier with a space for events and outdoor entertainment.

A Wilde Aparthotel by Staycity will be built within Les Sablons. It will provide 103 studios and apartments, attracting visitors to Jersey, supporting the Island’s economy with potential visitor spending of around £8.9 million a year and generate more than 25 new full-time jobs at the Aparthotel.

Brian McCarthy, Managing Director, Le Masurier, said: “We are delighted to partner with Staycity in bringing a Wilde Aparthotel to Jersey. This demonstrates Le Masuriers and Staycity’s confidence in Jersey. I believe that this is a real success story for Jersey which will provide a host of social and economic benefits.”

“Staycity is excited about the prospect of bringing the Wilde brand to St Helier,” commented Simon Walford, Staycity Development Director UK. “Our aparthotels appeal to people travelling for a variety of reasons – some leisure, some business – and we are confident this well-appointed Wilde Aparthotel will prove a welcome addition to the current accommodation mix. The Les Sablons site is a fantastic location and we very much look forward to becoming part of the community in Jersey and helping to broaden the offer for the Island’s growing number of visitors.”

Amanda Burns, CEO, Visit Jersey, said: “We are delighted with the news of Le Masuriers plans for Les Sablons, which will provide a real boost for tourism, and shows confidence in the sector. As we look to promote the growth of Jersey’s tourism industry year-round, accommodation like Les Sablons helps to improve productivity within the visitor economy and will appeal to the needs of our visitors.”

Brian McCarthy added: “Our Les Sablons development represents a significant investment in St. Helier, helping with the regeneration of Broad Street, boosting tourism and business. In addition, the impressive new residential units will help to meet the chronic demand for housing that the Island has, and St. Helier specifically.”

Plans include 238 residential 1, 2 and 3 bedroom apartments, meeting the demand for private first-time buyer accommodation. There will be parking for 96 cars including accessible parking, car charging, and large areas dedicated for bicycles. Les Sablons will also include approximately 10,000 sq ft of retail/commercial space with the potential to provide high quality food and beverage offers.

Simon Crowcroft, Constable of St. Helier said: “I welcome the proposals by Le Masurier to continue their commitment to the town of St Helier and the Island’s tourism industry in the Les Sablons development. The new residents in the planned accommodation and the visitors staying in the new hotel rooms will have the heart of town on their doorstep, while the proposed hospitality venues will add to the rich and varied offer already provided by the town for all Islanders. It’s also to be hoped that the development will lead to further improvements in the public realm of Broad Street and Charing Cross.”

Le Masuriers proposals come at no cost to the taxpayer. The project will provide tangible benefits both now and in the future to St Helier and our Island through tourism, regeneration, housing, leisure, employment, pedestrianised connectivity and placemaking.

The public is being invited to view the plans, exhibition and submit their feedback at the public consultation being held at the St. Helier Town Hall, Thursday March 03 to Saturday March 05, 2022. There is no requirement to book.

For more information, go to: lemasurier.co.uk or follow Les Sablons on Facebook.

Latest news

National Trust for Jersey
29 Feb 2024

National Trust for Jersey appoint new CEO

Following a thorough recruitment process involving support from the International National Trusts Organisation, the National Trust for Jersey (the “Trust”) is announcing the appointment of Alan Le Maistre as Chief Executive Officer designate.
21 Feb 2024

Visit Jersey launches new image library.

Visit Jersey is pleased to announce the launch of its new and improved image library, transforming the way partners and stakeholder access and utilise Visit Jersey’s visual assets.
Sprawling lawn at Jersey Pearl in St. Ouen
20 Feb 2024

Jersey Pearl set to invest £200k in café relaunch

Family-owned Jersey Pearl are set to investment £200k in the redevelopment of their cafe that overlooks the stunning bay of St. Ouen.
19 Feb 2024

Two big wins for team at L’Horizon Beach Hotel & Spa.

The team at L’Horizon Beach Hotel & Spa are celebrating two big wins ahead of the 2024 season.
08 Feb 2024

The National Trust for Jersey acquire new site

The National Trust for Jersey is delighted that Deputy Lyndon Farnham’s proposition to The States Assembly to approve the acquisition of the former Seaside Café at Grève De Lecq has been successful.
06 Feb 2024

Visit Jersey Board appoints new non-executive directors.

The Visit Jersey Board is delighted to announce the appointment of Martin George and Kyle Haughton as Non-Executive Directors, replacing board members who are retiring by rotation.
01 Feb 2024

The Atlantic Hotel Achieves EarthCheck Silver Certification

The Atlantic Hotel and Ocean Restaurant goes green. It has achieved Silver Certification as a member of EarthCheck, the world’s leading business advisory group specialising in sustainability and destination management for the travel and tourism industry.
26 Jan 2024

Blue Islands assessing demand for business travel to Luxembourg.

Blue Islands is engaging with the Channel Islands business community to understand any requirement for direct flights between Jersey and Luxembourg, with connections to and from Guernsey.
24 Jan 2024

Blue Islands offers mobile roaming data to Channel Islanders with new eSIM product.

Channel Islanders can access competitively priced mobile data when travelling to the UK and overseas.
22 Jan 2024

Hand Picked Hotels team up with world-class jeweller for some St Valentine’s Day sparkle.

Hand Picked Hotels in the Channel Islands has found the perfect partner for love in 2024.
16 Jan 2024

Team promotions at L’Horizon Beach Hotel & Spa.

Two team members at L’Horizon Beach Hotel & Spa have taken on new roles within the AA Four Red Star Hotel in St. Brelade.
11 Jan 2024

Dreaming Trees to return in February.

The spectacular Dreaming Trees illuminations, showcasing scientific research about the ways in which trees can communicate with each other, will return to Howard Davis Park next month for a second year, following the success of the inaugural event in 2023.