Le Masurier Unveils Plans For Broad Street

Plans have been drawn up to create 238 apartments and a 103-room hotel in the centre of St Helier.

The two-acre 'Les Sablons' development has been proposed by Jersey-based property developer, Le Masurier.

It includes a mixture of one, two and three-bedroom apartments and a 'Wilde Aparthotel' run by Staycity, spanning between Broad Street and Commercial Street.

A new landscaped public courtyard would also be created linking the town centre with Liberty Wharf and the Waterfront, featuring public art created by local artists.

The plans also include parking for 96 cars, including accessible spaces, electric vehicle charging points and 'large areas' for bicycles.

If approved, a landscaped courtyard will be created linking Broad Street and Commercial Street

The name 'Les Sablons' was chosen as it means 'the windblown sand', referencing the site's previous use as the boundary wall for St Helier's original harbour.

Le Masurier says the surviving parts of the centuries-old harbour wall will be kept and incorporated into its redevelopment, creating a 'vibrant place to visit, stay, eat drink and shop'.

The proposals include approximately 10,000 square feet of retail/commercial space.

A promotional video for Les Sablons published by Le Masurier

The project is being funded entirely by Le Masurier with no cost to the taxpayer, as was the case with its recent Merchant's Square/Premier Inn development on Bath Street which is nearing completion.

Le Masurier's Managing Director, Brian McCarthy, says if plans are approved, it will help address the island's housing shortage:

"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."

He went on to say the creation of the new 'aparthotel' will create more than 25 new full-time jobs, as well as being good news for Jersey's visitor economy:

"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 already operates 'aparthotels' under its Wilde brand in Berlin, Edinburgh, London and Manchester - along with other hotels across Europe.

The company was chosen ahead of two other competing hotel chains interested in operating from the site.

Staycity says its aparthotels are 'a blend of home and hotel'

Simon Walford, Staycity's UK Development Director, says the company is excited about the prospect of expanding into Jersey.

"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."

Visit Jersey has welcomed the plans, with CEO Amanda Burns saying additional rooms for visitors will be 'a real boost for tourism'.

"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."

Aerial view showing the proposed Les Sablons development between Broad Street and Commercial Street

The plans to redevelop the two-acre site in the town centre have been supported by the Constable of St Helier, Simon Crowcroft.

He says the project would be a valuable addition to the parish:

“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."

While not included in the plans, CGI images for the project show a fully-pedestrianised Broad Street with cobbles

Broad Street 'temporarily' closed to vehicles in May 2020, with the government saying it would give pedestrians more room to remain socially distanced during the Covid-19 pandemic.

Islanders are able to find out more about the Les Sablons plans at a public consultation taking place at the Town Hall.

It's on between 12-2pm and 5-7pm on Thursday and Friday (3 & 4 March) and Saturday morning between 10am-12pm (5 March).