PROPOSALS to redevelop the former Penmorfa site on West Shore are being worked on.

The former house, later a hotel, was the second home of Alice Liddell, the girl said to have inspired the Alice in Wonderland tales.

Despite a campaign to save the Llandudno venue, the hotel was reduced to rubble in 2008 to make way for flats

Anwyl Homes have appointed a development team and hope to begin a consultation process in the spring.

Phil Dolan, managing director for Anwyl Homes Cheshire and North Wales, said: “We have appointed a full development team and are working on our proposals for redevelopment of the Penmorfa site in Llandudno.

"We aim to begin a consultation process in the spring with the intention to submit a full planning application in summer 2021.

"The site already benefits from an extant planning permission for apartments however, our proposals will look to improve upon this planning permission, with a design which really complements the naturally beautiful landscape upon which the site sits."

Penmorfa was built in 1862 for the father of Alice Liddell.

The house was added to over the years and became the Gogarth Abbey Hotel.

According to, during the Second World War, the hotel was taken over as the officer’s mess for the coastal gunnery school.

In the 1970s scenes for TV adverts for PG Tips were filmed at the hotel, using chimps dressed as humans. Among the visitors were members of major business families including Cadbury (chocolate), Pilkington (glass) and Wedgewood (pottery).

Businessman and Conservative MP Basil de Ferranti arrived by helicopter, which landed on the hotel’s lawn.

In 2004, designs were released for more than 25 apartments incorporating the Penmorfa hotel.

In 2017, the Pioneer reported that artist’s impressions, for 51 single and two bedroom apartments on the former Penmorfa site, had been released.

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

The site has continued to lie empty.