Stafford Borough Council

“A destination for hospitality tourism and leisure”

The Welcome Back Fund from the European Regional Development Fund (ERDF) supported the safe return to high streets and helped to build back better from the pandemic.

The funding built on the £50 million Reopening High Street Safely Fund (RHSSF) allocated to councils in 2020 and the European Regional Development Fund announced that the project was to be extended and the criteria was to be broadened to support recovery.

Stafford Borough Council were awarded £122,000 and the final piece of work has been launched.

Taking on the 'Our Beautiful Borough' campaign initiative of last year the “Fine Food & Drink” message brings together all of the borough food and drink producers and providers under one ‘umbrella’ to promote the borough as a destination for hospitality tourism and leisure.

Chair of Visit Stafford and Chief Executive of Stafford Showground Richard Williams said “With The County Show and LoveCheeseLive events providing opportunities for enterprises and entrepreneurs to showcase all that the borough has to offer there is a wealth of support to help those who have faced incredible challenges.

“It's great to see the Borough Council supporting the hospitality sector further by working with our food and drink producers and providers alongside the team at Visit Stafford “

More details of the campaign can be found at www.ourbeautifulborough.co.uk

Councillor Frances Beatty, Cabinet Member for Economic Development and Planning, said the idea behind the campaign was to support the local visitor economy by encouraging visitors to stay for more than a night and to experience the wealth of hospitality the borough had to offer.

The campaign features digital and print promotions, engagement with businesses and local business groups, and outdoor advertising in and around the borough. And videos of the three town centres have been created so that other agencies and groups can help promote the area. Cllr Beatty added: “We do have an amazing borough with rich variety of heritage and culture; sitting on the doorstep of Cannock Chase - an area of outstanding natural beauty - a river running through an award-winning historic park in the heart of Stafford, and miles of canals flowing through villages and towns, with some wonderful places to eat and drink in Stone, Eccleshall and the county town.

“This campaign captures so much of what we have to offer and makes it easy for others to share and also shout out about ‘Our Beautiful Borough’ and why it is a great choice to visit and enjoy.”

Since the start of the pandemic the borough council has paid out nearly £50m in Government grants to the retail hospitality and leisure sector including £4m in Additional Restriction grants.