Northwich, Events Capital of Cheshire

The environment

For all events supported by this project, we encouraged food traders and participating businesses to use recycled and recyclable packaging wherever possible. At the larger events – like Krazy Races and the Pina Colada Festival – we also saw a noticeable rise in the use of public transport. In the case of Krazy Races, this was partly down to certain car parks being inaccessible, which naturally pushed people to travel in more sustainable ways. For the Pina Colada Festival, many attendees were clearly making responsible choices by avoiding drinking and driving. Both events helped reduce the number of vehicles coming into town, which in turn contributed to lowering CO2 emissions. Across Northwich, businesses have been making efforts to cut down on plastic use. A great example of this was at the Pina Colada Festival, where three local businesses used reusable souvenir cups for the first time – a small but significant step. We also ensured that at every event, paid staff were on hand to litter pick and help keep the town looking its best. As part of the Festival of Arts, we delivered 22 workshops – and 8 of those made creative use of recycled materials that would’ve otherwise ended up in the bin. It’s been great to see sustainability built into the events in both practical and creative ways.

The local economy

Events were the lifeblood of Northwich in 2023 – and the programme delivered through this project showed just how much of a difference they made to the local economy. The footfall driven into the town centre through flagship events like the Pina Colada Festival and Krazy Races gave businesses a massive boost, with several reporting record-breaking days. One business at the Pina Colada Festival reported taking £25,000 in a single day – their best ever by a long way (their previous record was £5,000). Another business told us they made the equivalent of six months’ takings in just one day. These were real, tangible outcomes that demonstrated the power of events not just as entertainment, but as serious drivers of local trade and economic growth. The money spent at these events stayed in Northwich – supporting local independents, food traders, creatives, and suppliers. The events also created temporary employment opportunities and gave existing businesses the confidence to invest and expand. From pop-ups to established high street retailers, the impact was widely felt. More than just economic value, these events helped reshape how people viewed Northwich. They brought pride, colour, and energy to the town – and helped shift outdated perceptions. When people had a great experience here, they came back – and they spread the word. Through this programme, we not only delivered increased visitor numbers and spending, but also helped position Northwich as a town worth visiting, investing in, and being proud of.

Volunteering, jobs & education

Volunteers have always been at the heart of Northwich’s events, and 2023 was no different. Throughout the year, Rotary in Northwich played a vital role in helping to deliver key town centre events – none more so than the River Festival, where the partnership working between Rotary, the town centre team, and other delivery partners was some of the best we’ve seen. Thanks to the support provided through this funding, we were able to ensure that volunteers were properly looked after – whether that meant having access to resources, clear communication, or simply being made to feel part of the wider delivery team. That support helped Rotary and other volunteers focus on what they do best: bringing the town to life through community-led events. This project didn’t just deliver events – it strengthened relationships, improved coordination, and helped create an environment where volunteers felt valued and supported. That’s something we want to build on long into the future. On top of that, the increased footfall driven by the events helped to support employment across the town centre – from weekend staff in independent retailers to full-time roles in hospitality and national chains. We also saw temporary job creation through event staffing, technical roles, litter picking and more, bringing income into the town from multiple angles. The workshops delivered as part of the Festival of Arts also gave people of all ages the chance to get involved in creative activities, with 22 available for all ages to engage in fun and educational ways. These sessions offered informal learning opportunities and helped connect people through creativity and sustainability.

Arts, culture & heritage

This project had a huge impact on the arts, culture and heritage offer in Northwich throughout 2023. Across the year, our events brought a wide range of creative talent into the town – from local artists and workshop leaders to nationally recognised performance groups. We worked with circus acts, dancers, stilt walkers, drumming bands, and musicians – adding vibrancy and energy to every major event. Over 95 performers took part in 2023, including solo artists, bands, choirs, school groups and street entertainers. These performances helped bring the town to life, and gave audiences of all ages the chance to engage with culture in an accessible and enjoyable way. A key highlight of the year was the Northwich Festival of Arts, which once again gave local artists the chance to apply to run workshops. In July 2023, the Festival delivered 22 sessions – all free to attend – with a mix of craft, visual arts, performance, and interactive sessions for both adults and young people. 8 of those workshops used recycled materials, bringing together creativity and environmental thinking in a fun and educational way. The festival gave people who might not usually access the arts a welcoming and hands-on way to try something new. Art was also celebrated through exhibitions and trails, featuring work from over 110 artists. These installations not only showcased local talent, but also helped animate the town centre, encouraging people to explore and engage with Northwich’s creative side. Overall, the project strengthened the arts offer in Northwich, created opportunities for artists and performers, and gave the public free and engaging ways to connect with creativity, heritage, and culture – right in the heart of the town.

Activity, health and leisure

While our primary focus was on delivering high-quality events, many of the activities that took place throughout 2023 also supported active and healthy lifestyles – often in fun, informal ways. The Northwich River Festival was our headline leisure event, once again bringing competitive rowing to the River Weaver. In 2023, multiple teams trained in the run-up to the event, each aiming to be the fastest boat across the finish line. Local scout groups also took part in raft races, and members of the public got involved in the ever-popular pedalo races – all adding up to a day full of movement, laughter, and community spirit. Our events were purposely spread out across the largely pedestrianised town centre, encouraging visitors to walk between locations and explore the area. While the aim was to increase footfall for local businesses, the knock-on effect was a more active experience for everyone attending. This was particularly true during larger events like Krazy Races, the Pina Colada Festival, and Christmas in Northwich, where walking became the easiest and most enjoyable way to move through the town. To help reduce congestion and promote sustainable travel, we encouraged people to walk or cycle into the town centre in the lead-up to major events. This messaging supported both accessibility and healthier travel habits. We also delivered our Adventure Day during the summer, giving families the chance to try out climbing walls, caving experiences, and laser clay shooting – all free of charge. This event was a brilliant way to get people of all ages moving, trying something new, and having fun together outdoors. Overall, while the project wasn’t branded as a health initiative, it successfully brought people together through activity and play – contributing to more active, connected and engaged lifestyles in Northwich.