WINTER GARDENS
Margate, 2023 - 2025
Studio Sam Causer was appointed as Architect in November 2024 by building owner Thanet District Council to set out a costed, ten-year masterplan for sustainable growth and change to the historic Grade II listed Margate Winter Gardens. This work was completed prior to the Council’s decision later in 2025 to instead sell the building to Westwood One, who are currently taking forward their own, different proposals.
Our masterplan for the Council was developed alongside business viability expert Bonnar Keenlyside and a core Design Team of Max Fordham (M&E), Appleyard & Trew (QS), and CTP (Structural Engineer), and followed our Architectural Review of the building, carried out in 2023 as Associates of Counterculture LLP, as part of a wider review of the Evening and Night-Time Economy of the District.
The Margate Winter Gardens was built in 1911 to provide the town with an indoor, municipal entertainment venue, extending the popular summer holiday season into spring and autumn with a large, glazed hall offering views onto both the sea to the north, and a sunny, sheltered garden to the south. This unique form of building, sunk down into a lush garden carved out of the chalk cliff, was designed to provide easy access from the sea-level promenade, as well as the clifftop walkways, while also protecting the views from the older Georgian crescent of houses and hotels.
Over the years, the building has been extended and altered substantially, much of which took place in the socially-booming mid-1930s in Modernist style. While it’s now one of the largest indoor halls in Kent, it’s sadly completely cut off from its coastal surroundings as a windowless black box. Closing during the covid pandemic due to financial and other pressures, the building now stands empty and is in need of a complete and costly refurbishment, alongside a strategy to make the venue financially viable in a new economic and cultural climate.
The strategy we developed with the Council was for a phased development, aiming to revitalise the site and ensure its long-term viability. The plan focussed on splitting the building into two main parts: the Main Hall and the Queens Hall, allowing them to operate independently in a mutually-beneficial way.
Phase 1 focussed on re-opening the Main Hall as a mixed-use entertainment venue facing the sea. Key to this transformation was to re-purpose the 1930s North Extension as a light-filled, sea-view Foyer-Bar. To access this from the south, an historic arcade would be opened up through the building, connecting the Lower Promenade with the Sunken Gardens. This would improve permeability through the site and create intuitive and level access for all, in all weathers, and a vibrant, festival atmosphere around the building.
This first phase was divided into two sub-phases:
Phase 1A included essential works to make the Main Hall operational, such as level access from the promenade, transforming the North Extension into a refurbished foyer-bar, and upgrading heating and lighting to meet Net Zero targets;
Phase 1B refined and improved the historic, 1911 core of the building, opening up and refurbishing more areas to increase financial viability and social benefit, as funds allow. This phase included optional enhancements like adding 300 permanent seats in a new mezzanine deck, refurbishing existing bars and cafes, and improving external landscaping.
Phase 2 was dedicated to repairing and refurbishing the Queens Hall, preparing it for independent operation. The report explored four potential uses for the Queens Hall: a Coastal Spa Baths; a Multi-purpose Food & Drink venue; a Museum/Cultural Centre; or a Music Academy. Business Consultant Bonnar Keenlyside noted the most financially-viable option would be a spa, building on Margate’s bathing tradition and encouraging year-round, repeat visits.
Phase 3 encompassed general conservation and enhancements necessary to protect the historic site from further decay, including stabilising cliff faces and repairing railings, which are not directly tied to immediate operational needs.
Each phase would require additional funding from different sources, likely a mix of public and private investment. Overall, the plan emphasised creating long-term financial viability, Net Zero environmental performance, improved accessibility and fire safety, and significantly improved user experience, including appreciation of its unique and historic coastal setting.
In March 2025, the Council reviewed our report and decided not to take this plan forward themselves. Instead, they prepared a long lease with operator Westwood One to own, refurbish and run the venue, according to their own, different design proposals which include educational establishments as well a mixed-use entertainment venue with restaurants and bars facing the sea. More information on the Council’s decision can be found on this link.
Project Team:
Client - Thanet District Council
Architect - Studio Sam Causer
Business Consultant - Bonnar Keenlyside
Quantity Surveyor - Appleyard & Trew
Structural Engineer - CTP Consulting Engineers
Environmental Engineers - Max Fordham