Cheltenham is a Purple Flag town

Purple flag flying outside the muni

In 2016 Cheltenham was first awarded Purple Flag status by the Association of Town and City Management (ATCM) in recognition of its excellent evening and night time economy. The award has been successfully maintained each year since then.

What is Purple Flag?

Purple Flag is a prestigious town and city centre award – similar to Blue Flags that are presented to outstanding beaches and Green Flags for excellent parks. Through the Purple Flag scheme, the ATCM aims to recognise and highlight towns and cities that are committed to raising standards and broadening their appeal, specifically between the hours of 5pm and 5am. 

The award recognises centres that have a vibrant and diverse mix of dining, entertainment, leisure and cultural offers available, while promoting the safety and wellbeing of visitors and local residents.

Cheltenham’s Purple Flag status is supported by a working group made up of representatives from the local licensed trade, Cheltenham Borough Council, the voluntary sector, the police, Cheltenham Business Improvement District (BID), the Office of the Police and Crime Commissioner and the University of Gloucestershire Students' Union.

Purple Flag accreditation is renewable annually and in their feedback on our most recent renewal application (submitted in October 2019) the ATCM Purple Flag adjudication panel made very positive comments about the application and supporting documentation:

  • A great interim submission and one we always look forward to reviewing
  • An interesting highlights section around the rebranding of Cheltenham as the Festival Town
  • Another Purple Flag area showing great coverage throughout the year on building the Purple Flag profile
  • Development of a new strategy for  the management of Cheltenham’s evening and night-time economy
  • Some really positive reductions shown, including a reduction of 14.4% in alcohol related assaults

Really impressive interim submission, in which Cheltenham continues to demonstrate best practice within the evening and night-time economy with Purple Flag as the core driver

What happens next?

Since being awarded Purple Flag status we have developed a website, funded through the Late Night Levy, to promote our evening and night time economy and its Purple Flag status ( The website provides a one-stop resource for visitors with information about Purple Flag, transport and public safety as well as listings for all licensed premises and restaurants within the Purple Flag area.

Contact: Colin Pilsworth -