Newcastle-under-Lyme Business Improvement District (BID), in partnership with Newcastle-under-Lyme Borough Council, proudly represented the town at the RHS Britain in Bloom National Finals in Brighton on Thursday 31st October 2025, following a successful judging visit to Newcastle-under-Lyme in August.
The invitation to compete nationally followed the BID’s Gold win and Overall BID Category title at the Heart of England in Bloom Regional Awards in 2024.
While not taking the BID category award, Newcastle-under-Lyme BID received high praise from judges for its community engagement, creativity and visible pride of place, earning a Silver Gilt award, with the category winner being Bath BID in Bloom. The BID was one of only three finalists nationally in the BID category, alongside Purley in Bloom and Bath BID in Bloom.
In addition, Newcastle-under-Lyme BID was selected for a special Judges’ Highlights Award, which shines a light on groups making a particularly positive impact in their communities.
Judges recognised the collaborative work with Borderlines, an initiative supporting people at risk of marginalisation. Launched at the New Vic Theatre in Newcastle-under-Lyme, the project engages individuals experiencing social and economic disadvantage, young people at risk of offending and adults with learning difficulties. Supported by the BID, participants helped paint, plant and maintain containers by the Borough Arms Hotel resulting in an environmental improvement in an area that might otherwise have been overlooked.
Bloom judges commended the collaboration, saying it “illustrates creative thinking in community outreach using a range of activities, including horticulture, to better engage people with their environment. There is so much to be commended by this partnership, which could be explored by more Bloom groups and arts organisations.”
After first entering the competition as a BID in 2024 and securing a double regional win, Newcastle-under-Lyme was chosen to represent the Heart of England region nationally, joining 44 towns, cities and community groups from across the UK.
The August judging route showcased the same passion and creativity that have become Newcastle’s hallmark. BID Manager Charl Pearce and Roger Tait, Service Director for Neighbourhood Delivery at Newcastle-under-Lyme Borough Council, guided judges through a route celebrating people and place, from Giggles & Wiggles nursery children at Brampton Museum’s sensory garden and sustainable floral installations by apprentices, to creative interventions such as Rob Fenton’s On the Stones mural, the Our Castle photography project with NSCG students, and the Castle Flags competition transforming the town into an open-air gallery. The tour concluded in Queen’s Gardens, highlighting the town’s green spaces and artistic collaborations.
Charl Pearce, BID Manager, said:
“I’m really proud of what Newcastle-under-Lyme has achieved. To make it to the national finals in only our second year taking part in Bloom as a BID is a huge deal for us and it means a lot to see the judges pick up on the creativity, collaboration and pride that run through everything we do.
We’re especially pleased to see the recognition for the work with the New Vic Theatre’s Borderlines group. It’s such a brilliant project and a reminder of what can happen when the arts and community come together. The New Vic is such a key part of our town’s cultural life, and it’s been fantastic to work with them on something so meaningful. This recognition belongs to everyone, the businesses, artists, schools, volunteers and community groups who put their heart into Newcastle every single day.”
Cllr. Craig Skelding, Borough Cabinet member for Leisure, Culture and Heritage, said:
“We’re incredibly proud of everything Newcastle-under-Lyme has achieved in this year’s Britain in Bloom campaign, against such tough competition, particularly the recent regional BID title win and gold award for the second year in a row.
“The judges’ recognition of our town’s creativity, community spirit and environmental commitment is a real testament to the dedication of local businesses, residents, schools and volunteers – led by Newcastle BID and the council – who work exceptionally hard to make our borough cleaner, greener and more welcoming. Together we’ve showcased the very best of Newcastle-under-Lyme and put it on the national map once again.”
