Successful Summer on the Square sees thousands of visitors and paves the way for WinterFest
08 September 2026
More than 400,000 people enjoyed events, activities and entertainment in Northampton Market Square this summer, helping to boost town centre footfall and support local businesses while providing affordable family activities throughout the school holidays.
Delivered by West Northamptonshire Council (WNC) in partnership with Northampton Town Council and Northampton BID, Summer on the Square transformed Market Square into a seaside-inspired destination, complete with a family beach experience, affordable food and a range of activities for all ages including a selection of fairground rides delivered by award-winning Café Continental.
Funded through £6,500 from the UK Shared Prosperity Fund, Summer on the Square was delivered without the need for additional Council core funding for the beach installation and supporting activities, including face painting, glitter art and circus entertainment. The initiative provided an accessible and affordable attraction for families while encouraging more people to visit and spend time in Northampton town centre.
The month-long programme saw over 400,000 visits to the market square in total, contributing to increased footfall and supporting local businesses. Weekend visits increased by 18% compared to the same time last year, rising from 121,000 to 143,000, while overall footfall was 11% higher than the average recorded across April, May and June 2026. Sundays performed particularly strongly, with footfall 23% higher than the average Sunday in June, demonstrating the continued appeal of events and activities that encourage people to spend time in Northampton town centre.
In addition, the Grosvenor shopping centre recorded almost 125,000 visitors week commencing 24 August – the highest so far this year and more than that recorded the year before.
Customer satisfaction survey results highlighted strong levels of support, with many residents and visitors describing the attraction as one of the highlights of their summer.
Visitors shared their experiences, saying:
"It's been the highlight of our summer!"
"Fantastic, brilliant for the kids to enjoy. Well done WNC."
"Absolutely brilliant. We've visited several times and our grandchildren love it. The food is excellent and very affordable."
Survey findings also highlighted the programme's positive economic impact. Many visitors reported returning between two and five times throughout the month, with average spending in the town centre ranging from £20 to £50 per visit. This additional spend benefited market traders, retailers, cafés, restaurants and other local businesses, demonstrating the value of events that encourage people to visit and enjoy Northampton town centre.
Cllr Kamala Guliyeva, WNC's Cabinet Member for Economy, Culture and Leisure, said: "Summer on the Square has shown how accessible, family-friendly events can make a positive contribution to both community wellbeing and the local economy. It has been encouraging to see so many people enjoying the programme and spending time in Northampton town centre throughout the summer holidays.
“We are now looking ahead to our winter programme of events and activities and are excited to share more details in the coming weeks. Building on the success of Summer on the Square, we look forward to creating more opportunities for residents and visitors to come together and enjoy everything Northampton town centre has to offer."
Greg Norman, Deputy Centre Director at Grosvenor Shopping Centre, said: "It's been a brilliant summer for Northampton, and we've loved seeing so many people enjoying the town centre.
“The response to our events, including the Dino Summer Event, has been fantastic, helping us welcome almost 125,000 visitors in a single week during August. We're proud to play our part in supporting the local community and town centre businesses, and we're looking forward to working with partners on WinterFest to bring even more great experiences for residents and visitors in the months ahead."
Cllr Keith Holland-Delamere, Chair of the Community Services Committee at Northampton Town Council, said: “It has been fantastic to see the Market Square so full of life throughout the summer holidays, with residents and visitors coming together to enjoy the activities and make the most of this wonderful town centre space.
“We are delighted to see the positive response the programme has received. Events like this show the value of creating opportunities for people to spend time in the heart of Northampton and enjoy everything our town centre has to offer.
“There are more exciting events planned for the Market Square this year, including the Christmas Lights Switch On, kicking off the festive season on the 21 November.”
Mark Mullen, Chief Operating Officer for Northampton Town Centre Business Improvement District (BID), said: "This summer has seen the crowds make the most of the incredible weather and head into town to enjoy the entertainment and activities on offer.
"Lots of businesses have felt the benefits of that extra footfall and we're looking forward to welcoming many families back this winter. Santa is already planning his grotto for this Christmas and we're working hard to make sure this festive season will be one to remember in Northampton."
Building on the positive response to Summer on the Square, partners are now developing plans for WinterFest, a new programme of festive events and activities for Northampton Market Square.
The winter programme will feature a range of seasonal attractions and family-friendly experiences designed to bring communities together, support local businesses and encourage people to enjoy Northampton town centre throughout the festive period. With a focus on accessibility, inclusion and community benefit, WinterFest will build on the momentum created this summer and continue to enhance the town centre experience for residents and visitors, with further details being announced soon.