Cheltenham celebrates 10 years of prestigious Purple Flag

The nationally recognised Purple Flag award is given to towns and cities that have an appealing, safe and welcoming evening and night-time economy.

Like the Blue Flag for beaches, the Purple Flag aims to raise the standard and broaden the appeal of town and city centres between 5pm and 5am.

This year, Cheltenham’s application was externally assessed by Purple Flag assessors from the Association of Town & City Management (ATCM) who undertook an overnight assessment.

The annual award, made by the national Association of Town & City Management, assesses qualities, underpinned by clear evidence, of safety, diversity, vibrancy, accessibility, cleanliness and partnership working, and it gives positive reassurance to those people planning a night out in the town.

Cllr Victoria Atherstone, cabinet member for safety and communities, said: “We are honoured to once again receive this prestigious evening and nighttime economy award, which recognises Cheltenham’s vibrant blend of entertainment, eating and drinking out, and cultural experiences - all underpinned by our strong commitment to safety and wellbeing for the benefit of residents and visitors to our town.

“Key to our successes over the years has been the strength of our partnership working, particularly the active collaboration between the Cheltenham BID, local hospitality and retail businesses and Cheltenham Safe.

“We’re especially proud of our heritage-sensitive developments in the BID area, including the Minster and Abbey Quarter, which reflect our respect for the town’s rich architectural history.

“The dedication of our community is also evident by the support of our hardworking Street Pastor patrols, with over 100 volunteers and ongoing partnership backing, which play a vital role in creating a welcoming, inclusive and safe environment for all.”

Francesca Inman, chief executive at Cheltenham BID, said: “Cheltenham is proud once again to be recognised with the Purple Flag Accreditation. This is a testament to our towns vibrant, safe and well-managed evening and nighttime economy. From cultural venues and hospitality to the commitment of our local partners, we are ensuring that everyone feels welcome and supported in Cheltenham after dark.

“This achievement has been made possible through strong partnership working and effective collaboration across all stakeholders.”

Inspector Steve Benbow, from the Cheltenham Neighbourhood Policing Team, said: “I am pleased that we can continue to work alongside our partner agencies to ensure that everyone can have a safe and enjoyable time during the night-time economy.

“My team regularly patrol in the town centre on evenings and if unacceptable behaviour is identified then we will respond appropriately.”

Cheltenham will be awarded its Purple Flag at the Association of Town and City Management’s 2025 Summer School in Bradford on 18 June 2025.

Find out more about Cheltenham’s Purple Flag status and night-time economy.

ENDS

For press enquiries contact: communications team at [email protected] or telephone 01242 264231.

Notes:

The Purple Flag programme was developed following the Civic Trust’s “Night Vision” report in 2006 and is now managed by the Association of Town & City Management.

Purple Flag is:

An accreditation process similar to Green Flag Award for parks and Blue Flag for beaches. It leads to Purple Flag status for town centres that meet or surpass the standards of excellence in managing the evening and night-time economy.

A comprehensive set of standards, management processes and good practice examples designed to help transform town and city centres at night.

A research, training and development programme, to help towns and cities improve their evening and night-time economy.

A positive initiative that indicates an entertaining, diverse, safe and enjoyable night out.