Experience On Main Street Conference: Transforming Spaces and Places

The programme will spotlight key UK regions including Manchester, Liverpool, and Newcastle, with insights from developers, councils, and creative leaders behind major
regeneration projects. Expect bold discussions on the 2030 Visitor Economy Strategy, investor trends, sport as a placemaking anchor, and the role of creativity,
sustainability, and wellbeing in shaping future destinations. Highlights include a keynote from the leader of Manchester City Council, Cllr Bev Craig, deep dives into planning and public art, and international perspectives on experience-led transformation – all alongside networking opportunities to connect and collaborate with the people driving change.

Day 2 – 9th July

• 9:00am – 5:30pm – Get ready for a high-energy day at Arcade Arena, where the main conference brings together industry leaders, innovators, and changemakers for a dynamic programme of talks, panels, and hands-on sessions. From bold regional spotlights to fresh perspectives on investment, planning, creativity, and sustainability, Day 2 is where ideas spark action – all in a venue designed to inspire connection and collaboration.
• 8.30am: Registration
• 9.00am: Welcome and introduction to the day’s themes
• 9.15am – 9.45am: KEYNOTE SPEECH. Spotlight on Manchester. Cllr Bev Craig Leader of Manchester City Council. Manchester is one of the UK’s fastest-growing economies and a national leader in experience- and culture-led city regeneration. In this session, Cllr Bev Craig will highlight the city’s major redevelopment successes, including Aviva Studios, Mayfield, Spinningfields, St. John’s, and Campfield. She will also share insights from Manchester’s Visitor Economy Strategy, outlining how the city is leveraging culture, creativity, and innovation to drive inclusive growth and enhance its global appeal as a dynamic place to live, work, and visit.
• 9.45am- 11.30am: Regeneration across the UK. Expert speakers leading upcoming re-development projects across the UK explore the success factors of experience led regeneration projects and reveal details of new projects:
• Spotlight on Manchester
• Henrietta Nowne, Development Director at Mayfield, Landsec, Henrietta will share the story behind Mayfield – Manchester’s new green city district. At its heart lies the meandering River Medlock, flowing through the award-winning Mayfield Park, described by Monty Don as “an oasis” in the city. The site also hosts The Depot, a cultural venue that has welcomed over 3 million guests. Looking ahead, Henrietta will reflect on the delivery of The Republic – the first commercial building in the rebirth of a long-lost district that is set to become home to thousands of residents and workers.
• Steven Cochrane, Director of the Oxford Road Corridor. Steven will explore the pivotal role of culture in the Corridor’s approach to place-shaping and growth. This session will provide insights into how cultural assets and institutions are leveraged to drive inclusive growth, support innovation, share powerful narratives, attract visitors, and strengthen the identity of Manchester’s Knowledge Quarter. Key themes include partnership working, integrating culture into spatial planning, harnessing talent and research, and measuring impact. Delegates will leave with practical examples of how embedding culture in innovation-led districts can foster economic vitality, boost community engagement, and create a distinctive sense of place rooted in creativity and local identity.
• Tim Fanning, Director Urban Solutions at Hatch will explore the economic and social value cultural projects bring to the places that host them. A Manchester-based economist with global reach, Tim specialises in impact measurement across diverse sectors. In this session, he’ll share insights from Hatch’s work in Manchester and beyond, revealing how cultural investments drive regeneration, enhance local identity, and deliver lasting community benefits. Expect practical frameworks, real-world examples, and critical success factors to help your projects resonate and perform.
• Sheena Wrigley, Executive Director at Factory International. Aviva Studios is the landmark home of Factory International, a global hub for creativity and culture. Designed for flexibility, the venue hosts a dynamic year-round programme spanning dance, theatre, music, visual arts, and digital commissions — from intimate performances to large-scale multimedia events. Factory International also produces the biennial Manchester International Festival, runs the Factory Academy training initiative, and blends local community engagement with an international outlook. With a space built to match the ambition of its artists, Aviva Studios offers a bold platform for experimentation, collaboration, and world-class cultural production.
• Spotlight on Newcastle
• Dr Sarah Green OBE, Chief Executive of NewcastleGateshead Initiative, will share how Newcastle is hitting all the right notes – from hosting the MOBOs and Mercury Awards to Sam Fender playing to 150,000 fans at St James’ Park, generating over £16.5 million for the local economy. With the screen sector booming (+89% growth!), the region is fast becoming a cultural powerhouse driving visitor numbers and investment. Joining her is Kitty Vaughan, Head of UK Leisure and F&B Leasing at Pradera Lateral, who will spotlight the transformation of Eldon Square. Learn how the centre is reimagining retail with bold F&B-led concepts like Freight Island, creating destinations that meet the evolving needs of visitors and residents alike.
• Culture Focus
• Vicky Smith, Executive Director, National Museums Liverpool. Vicky will share National Museums Liverpool’s 10-year masterplan includes the transformation of Liverpool’s historic waterfront, with the Canning Graving Docks project at its core. This ambitious redevelopment reimagines the waterfront as a vibrant public realm—connecting people not only across physical spaces but also to Liverpool’s rich maritime heritage through storytelling and placemaking. Integrating past and present, the revitalised docks will become dynamic, reflective spaces that blend leisure, education, and cultural engagement. A key element of this transformation is the International Slavery Museum (ISM), whose new entrance redefines placemaking by creating inclusive, co-produced spaces that confront the legacies of transatlantic slavery through thoughtful architectural redesign and layered interpretation.
• Fay Cannings, Senior Inward Investment Manager, Place Directorate, Waltham Forest Council. Fay will explore the leading tri-borough urban regeneration across 3,800 hectares, this ambitious initiative is set to deliver over 15,000 new jobs, 20,000+ new homes, and substantial investment in transport infrastructure. At the heart of the Upper Lea Valley, a designated Opportunity Area in the London Plan,this coordinated effort spans Waltham Forest, Haringey, and Enfield. The tri-borough partnership is designed to unlock the area’s full potential, fostering inclusive economic growth, enhancing connectivity, and transforming the Valley into a thriving, sustainable economic corridor.
• Nat Edwards, Director General and Master of the Armouries, The Royal Armouries. When the headquarters of the world’s oldest museum relocated from London to Leeds in 1996, it marked a bold shift – from traditional institution to regeneration catalyst. Now, nearly three decades later, the Royal Armouries is embarking on its next chapter: a £150 million transformation of Leeds Dock. This major placemaking initiative will unify its cultural and commercial activities, bringing new jobs, housing, and economic vitality to Leeds’ South Bank. The session will explore how medieval jousting, immersive learning, innovative partnerships, and large-scale events are contributing to a bold reimagining of the museum’s role in urban regeneration.
• 11.30am – 12:00pm: Refreshments and Networking
• 12pm – 12.30pm: Transforming spaces and Creating new Worlds: Creative visionaries Lost Estate and PATH Entertainments explore how they unlock the magic of creating new worlds and drive customer engagement through experience.
• David Hutchinson, CEO, Path Entertainment Group. David shares how immersive entertainment is revitalising high streets and public spaces. Through large-scale, interactive experiences such as Monopoly Lifesized and Paddington Bear™, Path Entertainment has created attractions that captivate audiences, extend dwell time, and generate excitement for visitors of all ages. These experiences go beyond entertainment—they actively contribute to local economies by increasing footfall and encouraging deeper community engagement. Drawing on extensive experience in producing innovative, story-led entertainment, David highlights how immersive content is transforming the way people connect with and enjoy Main Street destinations.
• Eddy Hackett, Co-Founder and Executive Producer, The Lost Estate. Eddy will share his knowledge and experience of using both event hire, meanwhile use and permanent sites to create commercial immersive experiences that fuse hospitality and performance into a compelling audience offer. Eddy talks about the reality of bootstrapping a business from nothing to eight-figure turnover – what that requires from founders, the core DTC e-com model that sites at the heart of the company’s growth and the future direction of immersive entertainment and its relationship with the high street. The Lost Estate has two current sites – one meanwhile and one permanent, both with very different landlords and both with very different acquisition stories. Eddy will share his knowledge gained from both these two projects as well as his experience overall in venue facilitation – making unused spaces fit for TLE experiences, the relationship with landlords (and the challenge of finding suitable venues) as well as the licensing and planning processes required to open to the public. 
• 12.30pm – 12.50pm: ASK THE EXPERT: Planning. Dave Chetwyn, Managing Director and Partner at Urban Vision Enterprise. Dave offers in-depth insight into the critical role of planning in unlocking regeneration opportunities. Drawing on a business-focused perspective, he will explore key issues such as viability, diversification, and investor confidence. This session will examine the complex relationship between high streets, housing, and regeneration, highlighting the varying economic challenges faced by different regions across the UK. Dave will also interrogate whether current planning reforms and policies are adequately addressing the needs of some areas – while potentially exacerbating viability issues in others.
• 12.50pm – 1.50pm: Lunch and Networking
• 1.50pm – 2.30pm: Sustainability and Wellbeing – nature led redevelopment. This section takes a look at the role of nature in driving regeneration and community cohesion through the lens of specific projects and academic research.
• Dr Angela Connelly, Senior Lecturer, Manchester School of Architecture. This session explores the critical – yet often overlooked – role of nature in reimagining the high street. Far beyond a decorative addition, nature can be a catalyst for meaningful change in how people experience, use, and value shared urban environments. Drawing on case studies, Dr Connelly will highlight the wide-ranging benefits of integrating nature into high street design, including enhanced wellbeing, increased dwell time, and improved climate resilience. The session will also present creative and practical strategies for embedding nature into urban retail and residential contexts.
• Daniel Atherton, Regional Interpretation Coordinator, RHS Garden Bridgewater (Salford) & Harlow Carr Garden (Harrogate). Sharing the Healing Power of Gardening. It is increasingly recognised that gardens and green spaces play a vital role in supporting physical, mental, and social wellbeing—while also nurturing creativity. The Community Wellbeing Garden at RHS Garden Bridgewater was established as the first RHS garden space dedicated to health and wellbeing, offering activities such as nature-watching, crafts, relaxation exercises, and hands-on gardening. While access is currently shaped by space, time, and capacity, the RHS is preparing to broaden its impact from 2025 through innovative, community-driven initiatives that extend the healing power of gardening to more people.
• Ellie Nicholson, Project Manager, Castlefield Viaduct, The National Trust. This session will offer a brief overview of the National Trust’s new strategy, its growing impact in Greater Manchester, and a deep dive into Castlefield Viaduct, a flagship project transforming a Victorian railway structure into an elevated park. Discover how this bold intervention brings joy, biodiversity, and connection to local communities while showcasing a new era of urban stewardship.
• 2.30pm – 3.00pm – The UK Government is placing renewed focus on high street regeneration and urban placemaking as part of its broader strategy to drive economic growth and strengthen community resilience. In this session, Olivia Coxhead, Head of Design and Experience Economy, and Edward Perchard, High Streets Lead at the Department for Business and Trade, will outline how the government is creating opportunities for UK businesses and local authorities to access funding, expert guidance, and strategic support. Attendees will gain practical insights into the tools and initiatives available to help revitalise local areas and foster vibrant, sustainable high streets.
• 3.00pm – 3.30pm: Refreshments and Networking
• 3.30 – 4.00pm: Public Art on the High Street. Creative public art projects play an exciting role in placemaking, helping to provide imaginative vehicles for telling stories about a place and bringing communities together in creative projects. This section looks at examples from across the UK and best practice in delivering projects.
• Katey Goodwin, Deputy Chief Executive and Chief Operating Officer, Art UK. How are towns and cities across the UK using murals and street art to enhance the public realm and celebrate local people, places, and histories? Art UK – the digital home of the nation’s public art collections—is leading a major UK-wide initiative to record and explore the significance of murals and street art in our communities. This presentation will showcase how these artworks are being used to enrich regeneration and placemaking efforts, spotlighting the diverse range of artists involved and the innovative ways in which public art is transforming shared spaces into expressions of local identity.
• Charlie Langhorne, Managing Director, Wild in Art. Charlie will share insights from Wild in Art’s award-winning public art trails, which transform streets into open-air galleries and bring communities together through creativity. Drawing on projects from across the UK and around the world, he will demonstrate how large-scale, accessible art experiences can increase footfall, stimulate local economies, and tell powerful, place-based stories. With an emphasis on collaboration, fundraising, and long-term legacy, Charlie will highlight best practices for delivering impactful, inclusive, and joyful public art that resonates with audiences and leaves a lasting impression.
• 4.00pm – 5.15pm: International Perspectives: Place making is now a global phenomenon. To illustrate this, Experience On Main Street creator Richard Parry has scoured the world seeking fascinating people and projects. With the promise of more to come, Richard has so far captured: Distinguished Philadelphia based place making guru Josh Yeager has made us a film showing how formal and informal public art is enhancing Philly’s places and spaces; Washington DC’s placemaking professional Nancy Mirahiyo will guide us through how the nation’s capital is embracing the place making phenomenon. Author of “Main Street Mavericks” and champion of local, community-driven regeneration Jaime Izurieta has created a video presentation capturing the magic of storefront enhancement as a low cost high impact place making tool. There will be an in-person presentation on Hong Kong’s use of place making to both expand its tourism offer and breathe new life into under-appreciated neighborhoods. And we are absolutely delighted to say that the Director of Alatau City Special Economic Zone will brief us on the astonishing plans in hand for that strategic city. Closer to home, Anita Stampfl, real estate specialist and Solal Prize jury member will discuss place making in Germany and Austria. And distinguished place maker Jean-Paul Haenen from the Netherlands will offer a unique take on how place making doesn’t always go to plan. All this intriguing content will be discussed by our stellar panel comprising James Wallman – Founder and CEO of the World Experience Organisation, futurist and best-selling author; Julie Fitzsimmins, Development Consultant and Founder of Lodestar; Keith Thomas of The Petersham Group – a most distinguished and experienced place maker and Jean-Paul Haenen, Founder of J2 Leisure and Leisure Consultant.
• 5:15pm – 5:30pm: Closing Comments