The Sill Landscape Discovery Centre will attract 100,000 visitors per year when it opens at Once Brewed, near Bardon Mill, in the summer of 2017.
Nearest town Haltwhistle is located just four miles away, and civic leaders have been told that a golden opportunity awaits the local economy.
Now Northumberland National Park Authority, which is leading the Sill project, wants to work with Haltwhistle’s councillors, business and tourism leaders, to ensure the town reaps maximum benefits.
National park chief executive Tony Gates says shops, pubs, accommodation providers, schools and community groups in Haltwhistle all have a key role to play.
Mr Gates is convinced that Haltwhistle, which claims to be the geographical ‘Centre of Britain’ and has a rich industrial history, has no shortage of appeal.
He delivered an enthusiastic presentation to Haltwhistle Town Council on Monday, where he was joined by the national park authority’s chairman, Glen Sanderson.
Mr Gates said: “What is Haltwhistle’s story? What is the story Haltwhistle wants to tell visitors?
“You have to find a niche, but Haltwhistle’s time is now. This is a great opportunity to bring visitors into the town.”
Mr Gates said that over the next year, the national park will hold crucial meetings with the town council, Haltwhistle Chamber of Trade and Haltwhistle Tourism Association.
He said local businesses with a countryside theme – such as outdoor activity and education providers – could even have a base at the Sill.
Haltwhistle and its attractions could also be promoted within the new building at Once Brewed, but Mr Gates warned civic leaders that they must make the most of marketing opportunities.
He explained: “We will be putting on 32,000 activity days per year, as part of the education programme associated with the Sill.
“They won’t all be taking place at the centre, and there is no reason why they can’t take place here in Haltwhistle.
“We will be looking for people to run these, and we will also be looking for accommodation providers, Mr Gates added.
“There will be a business hub at the Sill. There will be an opportunity for businesses from Haltwhistle to have a presence there.
“People who offer services or products that relate to the countryside can have a presence there. We need people to come to work with us.”
Coun. Kevin Little said: “Haltwhistle is the nearest town to the Sill, and we have the most picturesque stretch of the Wall in this area.
“At present, a lot of visitors seem to by-pass Haltwhistle, but we need to make sure that we benefit from their time here.
“There’s a tremendous amount of people travelling from all over the world to see Hadrian’s Wall. We need to make sure they know about Haltwhistle.
“We need to use Haltwhistle as a hub, and we have a year to get this right. We need to understand what a marvellous opportunity this is.”
Councillors said that public transport links to the Sill from Haltwhistle and surrounding communities must be improved.
The national park authority insists the Ad122 Hadrian’s Wall bus has a key role to play.
But Coun. Cath Hedley said people arriving in Haltwhistle by train and bus should be able to access the Sill at all times of the day.
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