Aylesbury night-time economy could be threatened by 'Destination Wycombe' plan

Despite being the county town, having over double the population and nearly three times the land mass, Aylesbury often fights a losing battle with High Wycombe as a destination for shopping and retail.

Now Aylesbury faces a potential new threat from Wycombe for the nigh-time economy.

That’s after ideas for a “Destination Wycombe” vision aimed at encouraging more people to spend time in High Wycombe after dark were discussed by councillors.

The discussion focused on ways to better connect and promote the town’s hospitality, entertainment and cultural venues.

Speaking at a town committee meeting, Buckinghamshire Council’s economic partnerships lead, Jacqueline Ford, said perceptions of the night time economy were often too narrowly focused on drinking and late-night venues.

“The renowned definition of the night time economy is about activity that takes place from 5pm to 6am within the centre,” she said, citing hospitality, culture, arts, entertainment, leisure and civic uses as part of that offer.

Yet, she added, some residents still saw the sector as “just focused on alcohol”, while others felt there was “nothing really here for me at all”.

Ms Ford said High Wycombe already had a functional early evening economy.

She said: “We’ve got lots of different uses within the town, we can attract different people in, we have a range of businesses that open late as well, and it is not all alcohol-based.”

“Maybe it’s an absence in how visible it is, our narrative around this, and how we curate this together,” she said.

Ms Ford suggested smaller-scale evening activities involving businesses and restaurants.

Councillors raised concerns about the way visitors experience the town on arrival, particularly around transport hubs and pedestrian routes, while voicing support for efforts to strengthen the town’s evening economy.

Cllr Hazel Arthur-Hewitt said better signage, lighting and visual markers could help draw people through the town centre and towards cultural venues that are currently less visible.

“You need to pull them through Eden and down the high street and back the other way,” she said.

“The Swan is marvellous hidden down an alley.

“I think we also have to think about having at night some kind of lighting, some kind of directional fun … just to tell that story.”

Councillor Ed Gemmell pointed out that the town’s attractions were not sufficiently linked together.

“There’s a number of assets in the town which in a funny sense we are not connecting terribly well,” he said.

“We’ve often talked on this committee about entry points … whether it’s screens, posters, pointers, blow up men directing you to whatever the event is.”

Councillor Trevor Snaith voiced support for the idea, adding: “Destination Wycombe, here we come. Long overdue.”

Cllr Khalil Ahmed added: “I’m in agreement. I think that all three do actually link in and if we are going to take this further, then all three need to be looked at. You’ve got my support on it.”