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: or follow Les Sablons on Facebook.

Latest news

21 Sep 2023

Visit Jersey Launches School Travel Writing Competition

Visit Jersey announces launch of new competition, inviting secondary school students to write about 'autumn in Jersey' for a chance to be published in the Jersey Evening Post and on
20 Sep 2023

Hand Picked Hotels announce series of exclusive Wine Dinners this Autumn

Embark on a culinary journey to South Africa and South America this Autumn with Hand Picked Hotels' exclusive wine dinners, promising extraordinary dining experiences for globetrotting food enthusiasts.
15 Sep 2023

New Occupation release is food for thought at Jersey War Tunnels

Explore Jersey's wartime history and its survival through agriculture during the German Occupation in the intriguing new book 'The German Occupation of Jersey'.
Norman Market stall
13 Sep 2023

The Norman Market is back in town!

We are very happy to announce that the Norman Market is coming back to Jersey this week! Come enjoy the French atmosphere with a glass of cider in one hand, a crepe in the other and some quality smelly cheese in your shopping bag.
16 New Street Georgian House Exterior
12 Sep 2023

Trust Launches New Heritage Education Programme for Year One Students

The Trust is calling for Year One teachers to sign up to a new heritage education programme at 16 New Street that is linked to the literacy, science and history curriculum.
12 Bays of Christmas
12 Sep 2023

’12 Bays of Christmas’ confirmed for 2023

Hot off the heels of the ‘30 Bays in 30 Days’ which raised over £11,000 for the National Trust for Jersey and Jersey Hospice Care this summer, the ‘12 Bays of Christmas’ event encourages local sea swimmers who brave our chilly waters every day throughout the year to take part in this festive challenge.
National Trust for Jersey HQ at The Elms
12 Sep 2023

Heritage Open Day with National Trust Jersey

Heritage Open Day celebrates Jersey’s built heritage by allowing visitors free access to interesting properties that are not usually open. The event is part of the national celebration of architecture, history, and culture in association with the National Trust in the UK.
Roaming gardens at The Atlantic Hotel
12 Sep 2023

The Atlantic Hotel Joins Small Luxury Hotels of the World’s ‘Considerate Collection’

The Atlantic Hotel in Jersey is proud to announce that it has been accepted into Small Luxury Hotels of the World’s (SLH) Considerate Collection, a group of luxury hotels that are committed to sustainability.
08 Sep 2023

Visit Jersey launches Trip Planner on

New tool designed to help travellers craft their own personalised island experience.
Point of Change Logo
30 Aug 2023

Jersey Surf Film Festival 2023

A celebration of Jersey’s unique surf culture, community and natural environment.
23 Aug 2023

Welcoming UKHA National Chair Kerry Adams to Seymour Hotels

Seymour Hotels are delighted to welcome Kerry Adams as Group Housekeeping Support Manager.
09 Aug 2023


Blue Islands is partnering with Southampton Football Club in an exciting collaboration that will promote Jersey and Guernsey to the club’s fanbase and followers.