Dunkerton's 131 reveals plans to replace tents with stunning terrace at Cheltenham venue
His company, The Lucky Onion Group, has been embroiled in a battle with Cheltenham Borough Council for months over the huge marquees outside his hotel, restaurant and bar at 131 The Prom.
Now "Mr Cheltenham" (as Julian Dunkerton, the founder of Superdry has been dubbed) has come up with a bold new idea – well two actually.
He is proposing a new terrace which will offer either a glass structure with decorative ironwork, or a slim metal pergola with a retractable roof.
The marquees in contention were put up in 2020, to accommodate social distancing during Covid-19, but when the pandemic ended, the Borough Council adamantly refused permission for them to remain, a decision which was supported by the civic society and some other businesses – some saying that the hotel was claiming a commercial advantage with the marquees denied to them and others.
Both the new options complement the Regency architecture, designed with award-winning local architects and heritage experts. No 131 has engaged with Cheltenham Borough Council, and separately, with Historic England, through the pre-application process. The submissions will be supported by an assessment of the heritage impact; all to ensure the integrity of the proposal, both in terms of conservation and design. Julian says the proposed terrace will enhance the iconic appeal of No. 131 and cement its status as a top UK hospitality venue.
Over the years, Julian says he has invested more than £50 million in the town and surrounding area. Julian, along with his wife, Jade Holland Cooper, have invested in a number of venues employing hundreds of people. His recent reinvention of Dowdeswell Park near Charlton Kings has turned a tired nine acre industrial estate into a bustling and attractive food and retail destination, which is also home to his eponymous cider company, Dunkerton's Cider.
Julian said: "The importance of seeking approval for our proposal should not be underestimated. It saves around 100 jobs for local people and enables us to create something unique and distinctive for the town. Making the terrace of 131 a permanent feature ensures the venue itself is economically viable and allows us to plan for the future, bringing more investment into Cheltenham.”
