Shrewsbury has been crowned ‘Infrastructure champion’ in the annual Let’s Celebrate Towns awards, in a ceremony at the House of Lords.

The town will now be awarded £15,000 from Visa and the British Retail Consortium for investment into community projects.

The annual Let’s Celebrate Towns competition shines a spotlight on outstanding initiatives designed to foster thriving economies in towns across the UK. Shrewsbury’s win is a testament to the collaborative spirit and hard work of the Shrewsbury Big Town Plan Partnership, comprising Shropshire Council, Shrewsbury Town Council, and Shrewsbury BID. This coalition has been instrumental in steering the town towards economic growth and infrastructural advancements.

Central to Shrewsbury’s successful entry were several innovative projects aimed at bolstering both the digital and physical infrastructure of the town. A recognised highlight was the introduction of Shrewsbury BID’s free-to-access Datahub, powered by Beauclair analytics, offering invaluable sales, footfall and customer origin data to local businesses.

The implementation of the Town Rangers programme was also recognised for its dual role in providing security and support for the town centre community, preventing incidents of anti-social behaviour from escalating, and enabling retail outlets to reduce stock loss significantly. The Rangers, alongside the Pub Watch and Shop Watch schemes, have been pivotal in fostering a safe and welcoming environment for residents, businesses and visitors alike.

A key component of Shrewsbury’s application was its forward-thinking Movement Strategy, which is currently undergoing consultation. The strategy advocates for a reimagined approach to mobility within the medieval town centre, with a focus on prioritising the public realm and experience of the town centre whilst enhancing public transport and active travel links into the town. The strategy represents a key step towards a more inclusive and sustainable future for the town.

Talks are ongoing to determine how the winning funds will be invested.