Transformation from ‘also ran’ to unique destination

Newcastle-under-Lyme is a market town that has long been in competition with its neighbouring conurbation of Stoke-on-Trent and has, at times, struggled to define its identity following the loss of national retail names such as Marks & Spencer. However, the town is home to a strong mix of independent retailers, professional services and specialist businesses with national and international reputations.

The 1970s ring road was seen by many as an artificial barrier, limiting the town’s ability to fully capitalise on its business offer, its new further education college and its strong links with Keele University. A key aim of the BID was therefore to help develop the identity of Newcastle-under-Lyme as a whole, for the benefit of businesses both inside and beyond the ring road.

In its first year of operation, Newcastle-under-Lyme BID achieved a reduction in vacant premises and a 6% increase in footfall, bucking the national trend. An extensive events programme brought more animation to the streets, supported by marketing activity to raise the town’s profile. The BID was also instrumental in securing Purple Flag accreditation in its first year.

When COVID struck in 2020, preparations were already under way for the BID’s renewal ballot, including consultation with businesses on priorities for the next five years. Regulations allowing BID terms to be extended meant that the ballot was postponed, ensuring that changing circumstances and the emerging needs of levy payers could be properly reflected in the BID Proposal and Business Plan.

Despite the challenges of the pandemic, pfbb successfully supported the BID through its renewal ballot, with businesses voting in favour of a new term in February 2021. pfbb UK has continued to provide both operational and strategic support to the BID and also assisted with the ballot for its third term, which will run from 2026 to 2031.