Transformation from ‘also ran’, to unique destination in under a year

Newcastle-under-Lyme is a market town, which was always in competition with its neighbouring conurbation of Stoke-on-Trent, and had struggled to define itself when it was no longer a shopping centre of national brands such as Marks and Spencer; however, it is home to interesting independent retailers and many professional service and specialist businesses of national and international reputation.

The ring road of the 1970’s was seen by many as an artificial barrier, which constrained the town from making the most of its business offer – its newly developed College of Further Education, and its strong links to Keele University. As a consequence of the development of the BID there was a clearly stated aim of developing the identity of Newcastle-under- Lyme as a whole, to the benefit of businesses both inside and beyond the ring road.

In its first year of operation, the Newcastle-under-Lyme BID saw a decrease in vacancies and an increase in footfall by 6%, bucking the national trend. There was an extensive events programme, creating more animation in the streets, and marketing to promote the town. The BID was also instrumental in securing Purple Flag accreditation for the BID in its first year.

When COVID hit in 2020 the BID had started to undergo preparation for its ballot consulting with businesses on what the next five years held in store. As a result of the COVID regulations which permitted the life of the BID to be extended the BID ballot was postponed to ensure that changing circumstances and the new needs of BID Businesses could be taken into account when pulling together the BID Proposal.

Despite challenges of COVID pfbb continued to take the BID through its renewal ballot and businesses voted in favour of the BID in February 2021.