It’s a big call, with a lot of strong competition, but at the heart of Atherstone lies a genuine candidate for the accolade of ‘Finest Street in Warwickshire.’

Long Street has been the nexus of the north Warwickshire market town for centuries. To walk along it is to walk through history as you pass buildings dating from the 1720s, each with their own character and quirk, each with their own story to tell.

Having eluded the wave of 1960s redevelopment which swept away so much heritage nationally, Long Street retains its Victorian and Georgian frontages. This iconic thoroughfare (once home to a cornucopia of hat factories) and the adjoining market square have a proud and magnificent past…but also much more to give. In 2024, their historic elegance and space are being harnessed all over again by the Atherstone Partnership to boost the town’s economy.

Earlier this month, Long Street and Market Square were packed with visitors. With such a historic stage to work upon, the Partnership, with the support of North Warwickshire Borough Council, delivered Atherstone’s ‘Big Weekender.’ The event was blessed by wonderful weather which helped bring a deluge of footfall to a town centre which, like every other, has suffered from the economic turbulence of recent years.

Atherstone was buzzing with a vibrant Teenage Market, live bands on stage, circus skills workshop and much more. It was a truly joyful event – and the benefit it brought to businesses is ongoing.

“We wanted to get everyone in the town involved to attract as many visitors as possible and show them what Atherstone has to offer,” said Sarah Chetwynd, Events Officer for Atherstone Partnership. “It was a chance for us to show people from all over the region and beyond how welcome they are here and to encourage them to come back and use the shops.

“It was a brilliant weekend with such a mix of people and generations. The library opened on the Sunday and loads of children were there."

Atherstone Library worked with Atherstone Partnership and Barnardos to offer a story-and-craft event based around 'The Tiger Who Came to Tea' by Judith Kerr.

Carla Tate, Library & Information Advisor, North Warwickshire, said: "The library was open from 11am to 1pm and in those two hours 454 visitors came through the door - more than double the number the library gets on a typical weekday 9.30-5.00! We received tremendous feedback on the library offer from quite obviously first time visitors, so the event was brilliant for raising awareness of the service in the community."

The library opening was just one ingredient in the pot of an event which was so well-received that another is already in the pipeline.

"This was our first Big Weekender and we already planning for next year’s," said Sarah Chetwynd. "We are so lucky to have such a wonderful historic town so let’s share it! 

"As a Partnership we are working very hard to support the town’s traders and they have really bought into what we are doing. We all know how hard things have been for small businesses and the way forward has to be to work together. We’re very keen to work with other local partnerships, at Polesworth and Coleshill, to swap knowledge, ideas and practical help.

“We recently held a networking event for small business in Atherstone and it was very well-attended. We advised them how to raise their social media profile and what business support is out there for them.”

There is plenty of business support out there. The Partnership works closely with Atherstone Town Council, North Warwickshire Borough Council and the Place, Projects and Partnerships team at Warwickshire County Council to support the town’s economy.

It was a project enabled by the County Council, which included The Atherstone Partnership and Atherstone Town Council, that provided the town’s bus station with the refresh it needed. Improvements to this key arrival point to the town included the installation of an eye-catching contemporary sculpture through the County Council’s ‘Our Places’ programme.

The Teenage Market encapsulates the way in which Atherstone is embracing the future. The town which once figured in the Guinness Book of Records for having most pubs per head of population now contains slightly fewer pubs but an ever-evolving array of shops and a community that cares - and was galvanised by the Big Weekender.

Lynsey Tolley, a florist in the town for 19 years, has run her own shop, Flower House, in Market Street, for seven.

“The Big Weekender was amazing,” she said. “It made all our shops that much more visible and opened us up to so many potential new customers.  There was such a lot going on that some people who were with their families just enjoyed the event and were too busy to shop but liked it so much they have come back. I’ve had people who have come back to shop here. It wasn’t just a wonderful weekend - it will have long-term value. By delivering events like that, the Partnership is brilliant for us small businesses.”

The principal value of such events is in generating customers for the shops, but sometimes they also attract entrepreneurs. Hollybarn Farm Soaps and Skincare enjoys a perfect location facing the market square after owner Hayley Cheshire attended an event there and fell in love with the town.

“I came to the Atherstone Dickens Event and loved it,” said Hayley. “I had been trading online but saw this shop and thought ‘that’s the one.’

“I love it here. Atherstone is a terrific town with a brilliant community spirit. There’s nowhere else like it.”