Visitor Experience of the Year Award. 

Sponsored by University of Staffordshire

Celebrating a business, venue or organisation that gives visitors a warm welcome and creates a memorable reason to experience Newcastle-under-Lyme.

This award recognises attractions, cultural venues, leisure businesses and other organisations that help people discover, enjoy and spend more time in the town.

This category was judged by a panel made up of members of the Newcastle-under-Lyme BID Board and team, alongside a representative from University of Staffordshire.

The shortlisted organisations were selected based on the strength of their nominations and the welcome, service and memorable experiences they provide. The winner will be announced at the LoveNUL Business Awards on Friday 9th October.

The Shortlist

Apedale Heritage Centre

Apedale Heritage Centre was praised for keeping the area’s mining history alive and presenting it in an interesting and accessible way. Its heritage offer helps visitors understand the industry and the communities that shaped the local area.

Judges particularly valued the Centre’s role in introducing this history to younger generations. By preserving and sharing local stories, it ensures an important part of the area’s identity remains visible and understood.

Brampton Museum 

Brampton Museum offers visitors a free and accessible way to explore the history of Newcastle-under-Lyme. Nominations highlighted its local collections and art exhibitions, alongside trails and a range of free activities for children.

Judges also valued the wider visitor experience created by the museum’s café, park and gardens. Together, these give families and other visitors plenty to explore and make the Brampton an enjoyable place to spend several hours.

New Vic Theatre 

New Vic Theatre was recognised for its varied programme of performances and its distinctive theatre-in-the-round setting, which creates a memorable experience for audiences. Nominations described it as a longstanding and welcoming part of Newcastle-under-Lyme’s cultural offer.

Judges also valued the theatre’s wider contribution through art exhibitions and opportunities for young people to get involved in theatre. Its combination of performances, creative activity and community engagement gives people different reasons to visit and return.

Philip Astley Centre

The Philip Astley Centre celebrates the life and legacy of Newcastle-born Philip Astley, recognised as the father of the modern circus. Its visitor offer combines permanent displays with talks, film screenings, exhibitions, craft activities and circus skills workshops for different ages and abilities.

Judges valued the Centre’s ability to turn a distinctive local story into an engaging reason to visit Newcastle-under-Lyme. Its volunteers also support local businesses, welcome repeat visitors and provide opportunities for students, helping the Centre contribute to both the town’s visitor economy and its community.

The Rigger

The Rigger has built a strong reputation as a longstanding live music venue supporting local bands while also bringing touring acts to Newcastle-under-Lyme. Its varied programme includes gigs, DJ nights, panel events and alcohol-free events.

Judges recognised the breadth and frequency of the venue’s activity, as well as the commitment behind this female-owned and run business. The Rigger offers audiences an independent and characterful live entertainment experience within the town.

Questions about the nomination process? Contact hello@nulbid.co.uk.