Llandudno 'Wonderland' site off the market as 'range of options' explored

The land where the second home of Alice Liddell once stood, the girl said to have inspired the Alice in Wonderland tales, has lain empty for years.

Anwyl Homes had hoped to transform the former Penmorfa site on West Shore into apartments.

Proposals for redevelopment of Penmorfa were being worked on. A consultation process was due to start in spring 2021, with a full planning application scheduled for submission that summer.

Building costs and other issues caused setbacks, and Anwyl Homes ended up putting the site up for sale with Legat Owen, with hopes of transforming it into residential apartments or a healthcare-related development.

However, the property is now off the market.

Anwyl Homes confirmed the site is not being actively marketed at present, but a range of options are being considered.

A spokesperson for Anwyl said: “We continue to consider a range of options for the site and remain committed to ensuring the site is redeveloped.”

Penmorfa was built on West Shore in 1862 for the father of Alice Liddell. It was her second home and later became the Gogarth Abbey Hotel.

In the 1970s, scenes for TV adverts for PG Tips were filmed at the hotel, using chimps dressed as humans.

In 2004, designs were released for more than 25 apartments incorporating the Penmorfa hotel. Despite a campaign to save the venue, the hotel was reduced to rubble in 2008 by Anwyl to make way for flats.

In 2017, Artist’s impressions, for 51 single and two bedroom apartments on the former Penmorfa site, were put forward by Anwyl Homes.

In 2018, Anwyl Homes said works were underway to adapt the scheme and planning permission would be requested. 

Nothing has ever been built on the site.

The long 900-year lease was on the market for £2,250,000 with Legat Owen.

Legat Owen told the Pulse Media in January 2024: "We are presently in advanced negotiations with a buyer, having received interest in the main from developers looking to deliver a high-quality residential apartment scheme on the site."

It is understood the sale fell through.