Keele University students launch project to support Newcastle-under-Lyme town centre regeneration

MBA students from Keele University Business School are working with Newcastle-under-Lyme Borough Council to map occupied and vacant business premises, helping to inform future investment and regeneration plans.

Students from Keele University Business School have embarked on a new project to map business occupancy rates in Newcastle-under-Lyme town centre, which will be used to support local regeneration and boost the local economy.

The work is being carried out by students on Keele's MBA course as part of their studies with support from Newcastle-under-Lyme Borough Council's Economic and Regeneration team including its partners, to create a clearer picture of not just how many premises are occupied or vacant within the town centre, but the nature of what that occupancy looks like.

Operating out of the University's Keele in Town building on Ironmarket, the students aim to create a baseline which the local authority can use to tailor regeneration and support programmes, to ensure that support and investment is targeted where it can be most effective in supporting economic growth.

Dr Colin Rigby, who is supervising the students on this module alongside Dr Emma Bonfiglio, said the work was a great example of university insights being used to have a tangible impact on the local area, adding that MBA students are the perfect people to carry out this work as they are both invested in the area, but also detached enough to bring a fresh perspective.

Dr Rigby said:

"These experiential interventions bring the perfect mix of analytical rigour, local care, and fresh perspective. Operating directly from our Keele in Town base gives them exceptional hands-on experience, while providing the council with the grounded, reliable data needed to target investment where it will make the biggest difference."

Geoff Beadle, Economic Development Officer at Newcastle-under-Lyme Borough Council, added:

"The council and Keele Business School go back a long way, with lots of projects over the years. The students gain real-world experience, and the town centre benefits from fresh ideas. It matters because a lively town centre needs busy, occupied units. When shops and businesses thrive, there’s more footfall, more confidence and a stronger local economy.”

Councillor Jonathan Gullis, Leader of Newcastle-under-Lyme Borough Council, added:

“Newcastle town centre has enormous potential, and I am determined to see it thrive. That means backing our existing businesses, attracting new investment, bringing empty shops back into use and making our town centre somewhere people want to visit, shop and spend their money.

“Empty shopfronts should never be accepted as inevitable. We need to understand the challenges facing our high street, identify the opportunities and take practical action to make a difference.

“Our longstanding partnership with Keele Business School is a fantastic example of students using their skills and fresh perspectives to benefit the local community. This project will give us valuable evidence to help target investment, support local businesses and build a stronger, more vibrant town centre.”

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