Destination Chesterfield Plan 2025 to 2027
8The Destination Chesterfield Plan delivers strategic marketing campaigns to help improve the economic prosperity of Chesterfield by promoting it as a contemporary destination to invest, work, live, and visit. This activity supports the delivery of the Destination Chesterfield Strategy.
Campaign 1: A place to call home
Chesterfield is a great place to live on the edge of the Peak District National Park. To achieve the borough’s economic growth aspirations and the house-building ambitions of the government, there is a need to influence both the supply of and demand for housing.
Destination Chesterfield is dedicated to building strategic relationships with housebuilders and investors, fostering positive perceptions to attract new residents, and encouraging them to become active participants in our communities and advocates for Chesterfield and the surrounding area.
Activity: To raise awareness of the opportunities to build quality sustainable housing in the borough of Chesterfield.
Outcome: Chesterfield will have a strong pipeline of housebuilding to meet the needs of economic growth and government housing targets.
Activity: To position Chesterfield as a place to live with key target audiences.
Outcome: More people will be choosing Chesterfield as a place to live and work.
Activity: To ensure new residents moving to Chesterfield know what the area offers and become part of the community.
Outcome: New residents will become users/employees of businesses in the town, play a positive role in their neighbourhoods, and become advocates for Chesterfield and the surrounding areas.
Campaign 2: Made in Chesterfield
Manufacturing and engineering businesses are vital to Chesterfield’s economy. The East Midlands Investment Zone, which includes a site in Chesterfield for advanced manufacturing and green growth, presents an exciting opportunity. The ‘Made in Chesterfield’ campaign will evolve to:
- Attract investment in the sector.
- Raise the profile of and showcase careers in manufacturing and engineering.
- Support business growth and development.
Activity: To attract interest from the Advanced Manufacturing and Engineering, Green Growth and Rail Sectors in investing in Chesterfield.
Outcome: There is strong interest and/or investment in available sites in Chesterfield, including the East Midlands Investment Zone and Markham Vale.
Activity: To support growth and investment from Chesterfield manufacturing and engineering businesses.
Outcome: Manufacturing and engineering businesses will be aware of and access support to grow their business.
Activity: To support the attraction of and the development of talent into the Manufacturing and Engineering Sector in Chesterfield.
Outcome: More young people are aware of career paths in the manufacturing sector in Chesterfield.
Campaign 3: A Place to Experience
Chesterfield and Staveley Town Centre are undergoing significant transformations with major investments. New shops, dining options, places to live, and leisure facilities are emerging, and a new Chesterfield Town Board has been established. Destination Chesterfield will:
- Promote increased town centre living.
- Proactively identify end users for vacant high street units.
- Continue to position Chesterfield as a leisure destination.
Activity: Promote the opportunity for more town centre living in Chesterfield
Outcome: Quality homes are being created in our town centres, supporting the daytime, evening and late-night economies.
Activity: Encourage target audiences to spend their leisure time in the borough of Chesterfield.
Outcome: A broader range of demographics are spending time and money in our town centres, high streets and at our attractions and public spaces.
Activity: Encourage target audiences to stay in Chesterfield for a short break.
Outcome: More people will visit for a short break and as a base to explore the Peak District, Derbyshire and the region.
Core Activity: Telling the Chesterfield Story
Destination Chesterfield aims to promote the town’s positive image and align perceptions with its evolving identity. By collaborating with partners, we enhance Chesterfield as a place to invest, live, work, and play. Our activities include:
- Building and supporting a network of partners to drive the town’s success.
- Advocating for and shaping initiatives that benefit Chesterfield.
- Ensuring local businesses and organisations are informed and directed to relevant support for business, skills, and commercial property.
Activity: Development of the Chesterfield brand through a range of marketing and engagement activities.
Outcome: Key audiences can identify and associate with the Chesterfield Story, big idea and sub-themes.
Activity: The Chesterfield Champions Network
Outcome: Chesterfield continues to have a strong public/private sector voice. Sharing a consistent narrative for Chesterfield and working collaboratively to stimulate economic growth and support local communities.
Activity: Supporting the Chesterfield business community to grow.
Outcome: Businesses in Chesterfield will be aware of business, skills and funding support to grow or start up their businesses.
Activity: Developing and Inspiring Talent
Outcome: Businesses will be accessing opportunities to develop talent in their businesses and supporting initiatives to inspire the future workforce.
Activity: Invest in Chesterfield
Outcome: Potential investors and indigenous businesses will be supported to relocate or grow in the borough of Chesterfield.
Activity: Collective voice for Chesterfield
Outcome: The public, private and community sectors are working together to influence, lobby for and shape activity that will benefit the economy and residents of the borough of Chesterfield.
Measuring Success
All activities in the Destination Chesterfield Plan have performance outputs, which are monitored by the Destination Chesterfield Board.
Progress reports will be shared with the Chesterfield Champions Network and through our website and social media channels.
