This week has seen the launch of a Monmouth Town Council initiative to help rejuvenate the Church Street and White Swan Court areas of Monmouth.

Until the 1830s when Priory Street was built, it was one of the main thoroughfares into the centre of town. The narrow, flagstoned street is home to many independent businesses as well as the Grade II listed Savoy Theatre.

Monmouth Town Council has successfully bid for a UK Government grant that is to be used to promote the businesses in Church Street and White Swan Court. The main purpose of the campaign is to attract greater footfall and help improve the profitability and sustainability of the businesses within the street and court.

The first stage of the campaign has been to unveil new branding for the area – as the Church Street Quarter. Church Street Quarter encompasses the historic area of Church Street and White Swan Court and with its contemporary colours, blends vintage charm and modern aesthetics. The idea of this fusion is to create a unique, vibrant design that reflects both the heritage and innovation of the area.

Monmouth Town Councillor Roger Hoggins said: “When the Agincourt Square and ‘pinch point’ project was undertaken some years ago, work was also to be done in Church Street. For various reasons it didn’t happen but the opportunity to bid for UK Levelling Up funds from UK Shared Prosperity Fund which is a branch of the Levelling Up Fund. opened an opportunity to get the regeneration project underway. Up to £100,000 has been made available to be spent in the current financial year.

The regeneration project includes physical features such as lighting, signage and welcome arches along with an advertising campaign through social media, radio and leafleting. The businesses have been closely involved in the campaign and we are hopeful that this draws extra custom not only for our businesses in Church Street and White Swan Court, but also more widely in the town.”

There will be further elements to the publicity campaign including wide coverage across local media, a new website and online materials and a few surprises too! Monmouth residents and those from further afield are encouraged to visit the Quarter and love local, shop local - especially as we now approach the festive season.

Faye Mear of Corona Marketing adds, “We are delighted to be working on this project and encourage everyone to take a fresh look at Church Street Quarter. As a local resident who grew up in the area and attended Monmouth Comprehensive, I have always had a soft spot for this area and feel it is a hidden treasure in the centre of town. I am delighted to be making a difference.”

The new website launched to help promote the traders in this historic quarter of town reminds shoppers of the “beloved pedestrian streets and lanes” with a rich history

It goes on to say: “This new identity highlights its vibrant mix of local businesses and aims to bring even more life to this charming part of town. Church Street’s roots date back centuries—it was once a bustling centre in mediaeval Monmouth, with the impressive St. Mary’s Church at one end and Agincourt Square at the other. Over the years, it has evolved into a lively and welcoming space, known for its character and unique offerings.”

The Church Street Quarter is a destination for anyone who appreciates independent shopping and dining experiences. The area is brimming with local businesses, from cosy coffee spots and great eating options to gift shops, bookstores, boutiques and the famous Savoy Theatre.