The historical significance of the South Promenade McDonald's site

Anne Charlesworth explores the history of the site, including her own time working at the Promenade Seafood Restaurant

Promenade Seafood Restaurant. Photo courtesy of Barry Simpson

Visiting the South Promenade McDonald’s outlet with my granddaughters, I mentioned the days when I worked at the Seafood Restaurant which used to occupy the same spot. My most vivid memory is a Sunday afternoon in December 1981 when we were sent home early due to an incredibly heavy snowfall which threatened to leave us all stranded – which happened to be the case for me later that evening on a tram. The girls are used to my regular trips down memory lane but they won’t yet be aware of the historical significance of this site – and neither was I as a 16-year-old waitress!

It was here in 1819 where Thomas Moore, the founder of South Shore, built his first cobble wall houses in an isolated sandhill wilderness - later known as Tower and Fielding’s cottages. The Great Marton miller and entrepreneur was subjected to much ridicule at the time with his enterprising venture being called ‘a wild goose chase’ by local Marton folk. Moore built two more cottages slightly further south and today these form part of Casa Franco at 461 Promenade and The Eating Inn Steakhouse at 463 – the latter still nestles modestly between much larger properties. Earlier known as Prospect Hill, this stretch of undeveloped promenade would later be called Albert Terrace. Today’s number 461 was occupied by Moore’s son, John, and 463 was owned by Thomas Crookall of the Saddle Inn. In this 1833 advert, Crookall capitalised on South Shore’s growing appeal.

May 11, 1833, Preston Chronicle

Fast forward a century and another entrepreneur was to purchase Fielding’s Cottage and ultimately make it one of Blackpool’s most popular and successful restaurants. 449 Promenade, was bought in April 1930 by Ada Walton and son James (Jimmy) Lord Walton, from Brighouse. An auctioneer by trade, Walton had a shrewd business sense with a great capacity to spot good business opportunities and drive a hard bargain. He became the owner of many businesses, including Pablo’s Cafés and the Palace Rock Company, and was a locally renowned character.

In 1929, twenty-year-old Walton and nineteen-year-old wife Irene had rented a pitch on the south-west corner of the Promenade and Waterloo Road. selling rock and fancy goods on what had become a popular spot for many hawkers. Excited at the prospect of making good money in the season, the Walton’s then bought 449 and quickly established a successful café and forecourt business on their premises - a typically family-run affair. Ada had a sound background in catering, Jimmy had great business prowess and both were ably supported by Jimmy’s biggest asset, Irene. Their son William, later to become a doctor, proved to be an invaluable help from an early age!

1930 Irene and William outside 449 with Ada peeping behind the doorway - 447 in the background. William assisting in 1932 & 1936. Photos courtesy of Graham Walton

As the business grew, Jimmy pursued other commercial ventures and Irene and Ada continued to run the cafe. Catering for many working-class visitors, the Walton’s advertised jugs of tea for the sands and allowed folk to bring their own food – a clear winner for many a family. In addition, their tea room accommodated one hundred people and stalls on their forecourt sold drinks and rock. Business was booming.

1936 jugs of tea for the sands & bring your own food. Courtesy of Graham Walton

In 1938, the first cottage (447) was demolished and, with the empty land adjoining it, developed into Talbot Court flats with several shops below. Ada Walton had offered to buy the land for £500 more than Jane Talbot’s agreed price but the Corporation refused her. A town planning resolution had become operative in 1936 which proposed zoning this part of the promenade for residential purposes so in 1938 the Waltons found themselves at the centre of an appeal, despite having already traded there as a café with forecourt for nine seasons. The argument for the Corporation was due to the fact that 449 had previously been a residential dwelling. This was to be a landmark case which was referred to the Quarter Sessions in Preston. Mr E C Lee, Deputy Town Clerk, stated that the whole future of Blackpool Promenade depended on the result of this appeal.