Preston responds to ‘hunger for change’

Economic development agency, Preston Vision, is to lead a public-private exercise to decide the priorities and form a new brand for the city for the next decade.

Preston Vision will hold a series of workshops with private sector representatives, lobby groups and public partners to 'reveal a truly visionary approach to guiding the city through the next decade.'

Eliot Ward, chief executive of Preston Vision, said: "A clear, ambitious vision of what Preston should be in ten years will give the city the focus and the energy that it has needed since it gained city status [in 2002]. This, combined with a clear, strong brand, will enable Preston to stand on an equal platform with other UK and European cities.

"Speaking to many of the businesses and people that work and live in Preston, there is a hunger for change and the need for something for everyone to hook into. We intend to create that hook and support Preston in fulfilling its potential."

Ward said a wider place-making brand process will help Preston to 'promote its unique personality and crystallise its offer', making it a viable investment opportunity for business and ready for regeneration.

Preston Vision was founded by Preston City Council, Lancashire County council and the University of Central Lancashire and has funding support from the North West Development Agency.

  • Focus groups will be taking place on 5 and 7 July at the Guild Hall, Preston. If you are interested in taking part please email

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