Fresh proposals for a £29 million transformation of the former Millbrook House Hotel into a five-star art-themed establishment could generate millions for the local economy in visitor spending, according to the gallery behind the plans.
CCA Galleries said that a Jersey Business review of its financial projections concluded that the scheme could generate an additional visitor spend of £7.5 million within its first year.
The art gallery attempting to bring the disused Millbrook hotel back to life explained its “unique” plans had been informed by “the latest Visit Jersey tourism marketing strategies”.
A second attempt at a “five-star” scheme
In 2021, local gallery owner Lance Trevellyan proposed a major transformation of the former Millbrook House Hotel into a five-star art-themed establishment, spa and cookery school.
Despite getting permission that year, Mr Trevellyan – who bought the Jersey War Tunnels in March – was forced to put his plans on hold, after post-Covid delays and increases in local construction costs rendered the previous scheme financially unviable.
But instead of abandoning efforts to introduce “a new £29 million, five-star hotel” to the island, a revised planning application has now been submitted.
The new application, made by Mr Trevellyan’s CCA Galleries, includes removing and replacing an outdated 1970s tourism accommodation extension and building waterside cabins, a converted stable wing, and suites within the refurbished original villa and its gatehouse.
The replacement for the outdated 1970s block will present guests with a choice of serviced accommodation, one- or two-bedroom guest units with modest catering facilities, and a range of individual suites.
All guests would have access to the hotel’s restaurant, private dining and café offerings as well as cultural, wedding and wellness facilities. Self-catering units will also be available.
A £29 million investment
News of the updated scheme’s submission comes not long after Environment Minister Steve Luce told a scrutiny panel that he was “very conscious” of the island’s declining number of tourist beds and expressed a desire to see new hotels developed “where possible”.
In a statement, CCA Galleries said that the new units proposed would contribute “to the flexible option of tourism accommodation much needed in Jersey”.
“This unique five-star boutique art and culture hotel concept has been informed by the latest Visit Jersey tourism marketing strategies,” the statement continued.
“Jersey Business has reviewed the applicant’s financial projections and has concluded that this £29 million investment could generate an additional visitor spend of £7.5 million from year one in the local economy rising to £9.25 million by 2030 with a net increase in tax revenues of £429,000 in year one, rising thereafter.”