
High Street Impact and Team of the Year entrant – Potteries Shopping Centre
The Potteries Shopping Centre, in Stoke-on-Trent City Centre, sits at the heart of a community facing social and economic challenges, where one in three people live in poverty and one in five children are in the care system.
Against this backdrop it has taken bold, targeted action to become a vibrant, inclusive and sustainable hub that addresses the specific needs of those most at risk of being left behind. Its mission is to deliver tangible, lasting benefits to local people.
At the heart of this transformation is a Community Hub – a welcoming, flexible space available to book for free by local community groups and charities.
Designed for small social events and meetups, it offers a vital place for charity meetings, volunteer fairs, mother and baby groups, knitting circles and more. With accessible facilities and a central location, the Community Hub enables grassroots connections, fosters collaboration and strengthens social bonds across our neighbourhoods.
Through our partnership with Keep it Local, The Potteries Shopping Centre brings a wide range of independent local businesses under one roof. This initiative supports entrepreneurs, creates jobs and cultivates a thriving shopping environment that keeps money in the local economy.
Recognising the financial pressures many face, the centre hosts regular free events that offer high-quality entertainment and connection for all, regardless of income.
Its expanded events calendar now includes celebrations such as Eid al-Adha, reflecting the rich cultural and religious diversity of the area and ensuring every community feels seen and valued.
In partnership with Centre Space Arts CIC the centre is bringing accessible arts programming to high street visitors, many of whom would not otherwise engage with cultural institutions.
Other targeted initiatives support young people, promote inclusivity and encourage sustainability.
The Potteries Shopping Centre has entered the High Street Impact category of the University of Staffordshire Business Awards and its management team has been nominated in the Team of the Year category.