The aim of Wirral Waterfront is to match Wirral’s needs to its opportunities. The initiative will increase the competitiveness of the Employment Corridor, stretching the length of the Mersey coastline, in order to maximise economic opportunities. While this is happening, the Wirral Waterfront initiative will also ensure that the residents of one of Wirral’s most deprived communities, Birkenhead, together with other targeted socially excluded groups, are able to access the opportunities created within the Employment Corridor.

The governing principle of the Waterfront initiative is the need for individuals and organisations to work in close partnership to achieve common goals of economic regeneration and improving the quality of life for local residents. To make this partnership principle a reality Wirral Waterfront is being managed by a Board of representatives from private businesses, local community groups, voluntary sector agencies, as well as public service providers such as Wirral Borough Council and Wirral Primary Care Trusts.

Wirral Waterfront began with the successful bid for Single Regeneration Budget (SRB), but plans to attract other funding during the lifetime of the initiative to the tune of £125 million. This includes a total £20 million of European funding, following the Waterfront area’s designation as one of seven “Strategic Investment Areas” across Merseyside – what this status means is that the area is recognised by the Government as Wirral’s main area of economic opportunity.