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Loughborough Masterplan: Events and business support

The masterplan proposes staging more events in the town centre linked to Loughborough’s unique brand, which is says is made up of four elements:

  • a university town
  • market town
  • industrial heritage
  • cultural heritage


The masterplan proposes various events to be held in the town centre including:

  • Sports events linked to Loughborough University’s association with sport, for example a Great Loughborough Run (similar to the Great North Run)
  • Town and Gown Games, a collaborative event bringing town and university together (similar events are held in Oxford, Cambridge and Leicester)
  • Loughborough Sports Festival, showcasing the university’s success as a centre of sporting excellence


  • specialist markets throughout the year such as weekend street food markets, Christmas market etc plus a teenage market for young entrepreneurs
  • the markets could be held across town such as Bedford Square or vacant development sites

Industrial themed events

  • A Loughborough Heritage Weekend could be held across the cultural quarter and include canal boat trips
  • Vintage Loughborough – this could combine some of the events already happening in the town such as the classic car show and vintage market

Cultural heritage

  • The masterplan proposes holding exhibitions and events currently staged at the university could be held in town to develop links between the town and the university
  • It also proposes doing more to commemorate the town’s connection with Ladybird, such as through an exhibition of front covers

Temporary use of empty space

The masterplan proposes the temporary uses of empty spaces, such as:

  • using upper floor levels for business start-ups particularly within Ashby Square / Market Street
  • using the empty site at the back of Carillon Court for a weekend street food market
  • promotion of pop-up shops across the town centre
  • trial of information kiosks to advertise events going on in the town

Supporting business

  • smart marketing and continued development of the Love Loughborough website
  • support for start-up businesses including The Generator project to support start-up businesses
  • business information and networking events
  • ongoing improvements to levels of cleanliness in the town centre
  • investing in vacant properties that cannot be used for temporary uses
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