Luton has won the hearts of festival-goers following Radio 1’s Big Weekend in May, according to a new report.

The independent study commissioned by Luton Council shows that a fantastic 87% of people left with positive views about our town – and that includes those who already thought positively about Luton.

Even better, more than half of visitors from elsewhere said they’d love to come back to Luton, whether for more events or just to explore what we have to offer.

“Radio 1’s Big Weekend in Luton was a transformative moment for our town. It gave locals a chance to proudly showcase the town we cherish, and it was heartening to see visitors’ newfound appreciation for Luton. The overwhelmingly positive feedback we’ve received is a testament to Luton’s vibrant spirit and potential.”

Councillor James Taylor, portfolio holder for Inclusive Growth at Luton Council

The event didn’t just change how others see us – it sparked real pride among locals too. Many residents were thrilled to show off Luton’s vibrant and diverse culture.

“I’m a strong advocate for the positive sides of living in Luton, and the Big Weekend felt like an extremely significant cultural moment for the town,” one resident shared.

Another said: “Thank you for the opportunity to showcase the potential Luton has. I have never been so proud to be a Lutonian as I was this weekend.”

“The Big Weekend showed the world just how great the town is, the facilities we have, and the ability to host such an event,” said another proud resident.

“This is a massive leap forward for Luton, perfectly aligned with Step Forward Luton’s mission to showcase the best of our town. For years, we’ve battled unwarranted stereotypes, but Radio 1’s Big Weekend has helped to change the narrative. It’s put Luton in the spotlight for millions to see, and for all the right reasons.”

Paul Hammond, Step Forward Luton ambassador
big weekend volunteers

The independent report found that visitors repeatedly described Luton as “diverse,” “vibrant,” and “developing” – showing both what’s great about our town now and the bright future ahead.

Our community spirit really shone through in the report, with 35% of people loving Luton’s community engagement and 31% highlighting how inclusive we are. These figures really show what Luton’s all about – a welcoming place where everyone’s part of the community.

One out-of-town attendee said: “After attending the Big Weekend (in Luton), I was pleasantly surprised. The area around the park was clean and lovely. All the people we met from Luton were friendly and proud of their town.”

step forward luton banners

The Step Forward Luton banners around town were a huge hit too – 89% of people said they really brightened up our streets, while 86% thought they showed Luton in a great light and helped promote the town.

“The Big Weekend has set a new benchmark for what Luton can achieve. We look forward to starting conversations with event organisers about bringing more high-profile experiences to our community. Our goal is to ensure that the legacy of this incredible weekend continues to benefit Luton and its residents for years to come,” Cllr Taylor added.

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 Marketing Manager. Armed with a journalism degree and unwavering love for her university town, she believes there's more to Luton that meets the eye. She loves to lace up her walking shoes to explore the town's green spaces or unearthing Luton's hidden foodie gems.