For more than a decade, Appetite has helped redefine Stoke-on-Trent and Newcastle-under-Lyme’s high streets through ambitious outdoor arts and cultural experiences that attract visitors, increase footfall, support local businesses and rebuild civic pride.

Since launching in 2013, Appetite has welcomed more than 2.2 million people to arts experiences across the area, transforming town centres and public spaces into vibrant cultural destinations and demonstrating how sustained cultural investment can support regeneration, economic activity and community connection.

Appetite’s flagship event, The Big Feast, brings thousands of people into Hanley city centre every August Bank Holiday weekend through world-class outdoor arts, performance, installations and shared experiences.

Delivered entirely within walking distance across the city centre, The Big Feast encourages audiences to spend extended time in Hanley, increasing footfall and supporting surrounding hospitality and retail businesses throughout the festival weekend.

The festival has become a major driver of city centre activity and profile raising. In 2025, 78% of audiences said they had come to Hanley specifically to attend The Big Feast, demonstrating the festival’s growing role as a destination event for residents and visitors alike. The same year, The Big Feast generated more than £300,000 in economic activity for Stoke-on-Trent, with audiences spending money across hospitality, retail and transport throughout the weekend.

Appetite’s impact extends beyond the festival itself. Following attendance at The Big Feast, 88% of audiences said they were likely or very likely to return to the city centre in future, showing how positive cultural experiences can help rebuild confidence in town centres and encourage repeat visits.

Before attending The Big Feast, 42% of audiences said they felt positively about Hanley, rising to 77% afterwards, demonstrating the programme’s significant impact on civic pride and perception.

Building on this success, Appetite launched its new Light Up Winter programme in 2026, using large-scale projections, sound and light installations to animate public spaces during the darker winter months, when town centres often struggle most.

Delivered across Hanley, Middleport and Newcastle-under-Lyme over five evenings in January, February and March, the programme attracted thousands of visitors into town centres outside traditional peak periods, extending activity into evening hours and supporting local hospitality businesses during quieter trading times.

The visually striking nature of the programme generated significant public attention, social media engagement and media coverage, helping to challenge negative perceptions of town centres and reposition them as welcoming, exciting and culturally vibrant destinations.

Emily Labhart, Director of Appetite, said: “High streets thrive when people feel a sense of excitement, belonging and pride in their place. Appetite uses culture to bring people together in town centres and create positive shared experiences that encourage people to return, stay longer and see their communities differently.

“Through long-term investment in ambitious public programmes like The Big Feast and Light Up Winter, we are demonstrating the role culture can play in supporting local economies, animating public space and helping town centres become vibrant social destinations once again.”

Appetite has entered the High Street Impact category of University of Staffordshire Business Awards.