Overview
Chesterfield Borough Council commissioned V4 Services to develop a more coordinated and impactful events programme for the town centre.
While the town benefits from well-established events, activity was being delivered in isolation, limiting overall impact.
The ambition was to:
- Increase footfall and dwell time
- Strengthen the town centre economy
- Better utilise public spaces
- Attract new and more diverse audiences
- Position Chesterfield as a distinctive destination
This required a shift towards a coordinated, year-round programme aligned to regeneration and economic priorities.
V4 Approach
V4 Services led the development of a place-based approach to event programming, community engagement, and economic activation.
This included:
- Designing a place-based events strategy
- Developing a year-round seasonal programme
- Aligning events with economic and regeneration objectives
- Creating a framework for stakeholder collaboration
- Supporting local business engagement
- Identifying commercial and sponsorship opportunities
Place Insight & Positioning
Understanding Chesterfield’s identity, assets, and competitive position to shape a distinctive and deliverable programme.
Community Co-Design
Engagement across residents, businesses, and young people to ensure the programme reflects real needs and demand.
Programme Development
Creation of a balanced programme including:
- High-footfall anchor events
- Community-led activity
- Cultural and seasonal programming
- Evening economy activation
Economic Impact Focus
Ensuring events are designed to:
- Increase dwell time
- Drive spend in local businesses
- Attract new visitors
- Support traders and markets
Delivery & Evaluation Framework
Development of a practical delivery model including:
- Programme coordination
- Partnership approach
- Market engagement (EOI / operators)
- KPI framework linked to footfall, engagement, and economic impact
Outcomes
Strategic Direction
A clear shift from isolated events to a coordinated, year-round programme aligned to economic priorities.
Deliverable Programme Framework
- Seasonal structure aligned to demand
- Identified growth areas (evening economy, youth engagement)
- Prioritised high-impact activity
Evidence-Led Insight
- Engagement across residents, businesses, and young people
- Clear understanding of demand, gaps, and opportunities
Implementation Confidence
- Defined delivery model
- Clear route to market (EOI, partnerships, operators)
- Structured approach to programme delivery
Economic & Place Impact
- Increased potential for footfall and dwell time
- Stronger support for local businesses
- Opportunities for sponsorship and commercial income
- Enhanced destination positioning
To find out how V4 Services can help you with your next project, please get in touch.
