The massive music festival that took over Stockwood Park in May didn’t just bring world-class artists to Luton – it pumped around £7 million into local businesses, according to a new report.
The event, which drew thousands of music fans from across Luton and beyond, has been hailed as a major success for the town. An independent study commissioned by Luton Council shows that local hotels and businesses benefitted, with overnight stays alone bringing in about £1.5 million.
More than just the money, the festival gave Luton’s image a serious boost. A whopping 87% of visitors left with a positive impression of the town, with many saying their views of Luton had completely changed for the better after their visit.
“This is the year of Luton. I have always known how magic this town is, now a load more people do too! Thank you for playing a part in showing off my creative, vibrant, friendly hometown to the world. I honestly feel emotional thinking about Luton. My town is going places – just you wait and see!”
The numbers show it was money well spent – the festival brought in millions for the town after an initial £500,000 investment from Luton Council (that’s £350,000 from the government and £150,000 from Luton Rising). And before anyone asks – no, this didn’t come out of council tax money!
Local volunteers played a huge part in the success, with 284 ‘Festival Makers’ helping to welcome visitors.
Looking ahead, there are plans to continue this engagement, with Luton’s young community with a BBC Careers Day in Luton planned early next year.
“We are really thrilled to see all the positive feedback left by those who may have come with preconceived ideas but left with a new, improved image of the town that we all know and love. The event’s success shows Luton can manage fantastic major events of this kind safely and successfully, so we are excited to talk to commercial partners to build on the legacy of the weekend.”
The full economic report is available for anyone wanting to learn more about the festival’s impact on our town.
To relive the event or find more related news visit our dedicated Big Weekend Luton page.
About the Author
Laura Redmond
Laura is a passionate supporter of the Step Forward Luton campaign and a Place Activation and Marketing Coordinator. Armed with a journalism degree and unwavering love for her university town, she believes there's more to Luton that meets the eye. From charity work to market management, Laura's professional journey has explored every corner of Luton. When she's not busy being a marketing maven, she's lacing up her walking shoes to explore the town's green spaces or unearthing Luton's hidden foodie gems.
