Maidenhead sign

PRoM delight at Town of the Year award for Maidenhead

The huge effort to drive forward the regeneration of its town centre has seen Maidenhead named Town of the Year.

The award, announced at the Thames Valley Property Awards on Thursday, recognises the work coordinated by the Partnership for the Rejuvenation of Maidenhead (PRoM).

Made up of councillors, planners and representatives from business and the community, PRoM has developed a masterplan for regenerating the town  centre helping to guide initiatives such as redevelopment plans for Chapel Arches and the Broadway Triangle sites and the Waterways restoration.

More work for other 'opportunity areas', such as a civic quarter around the town hall, new developments in West Street and plans for improving the area around the station are also in the pipeline.

Town manager Steph James said: "I'm really pleased because all of the work put in from PRoM is starting to pay off. The award is about recognising that we have a realistic plan that is viable so it's more about the vision."

But the accolade also recognised the schemes implemented by the Enjoy Maidenhead group to boost interest in the town centre, which helped footfall increase by 107,744 throughout last year to reach a total of 6,105,493 visitors.

This included the use of websites, social media and ensuring there were a range of events going on in the town centre, as well as the Royal Borough offering free parking in council car parks on Sundays.

Steph added: "To see our footfall increase at a time when most town centres are seeing a decrease really bucks the trend and is a huge achievement."

More than 300 business people from the Thames Valley area attended the ceremony at Ascot Racecourse, and TV and radio personality Jeremy Vine was there to present the awards.

Bob Dulson, chairman of PRoM, said: "The award is a credit to the host of people involved, many of them unpaid, and of course members of the public who all give their time, energy, commitment and skills."

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