Masham High Street is experiencing a remarkable transformation thanks to Peculier™ Masham, supported by the Vibrant and Sustainable High Streets Fund, overseen by Mayor David Skaith. The initiative celebrates Masham’s unique Peculier Parish heritage while revitalising the town centre, attracting visitors, and strengthening community pride.
A New High Street Experience
With the mayor’s funding, Masham High Street has received a refreshed brand identity and improved signage, making it easier for visitors to explore the town. Guided storytelling tours led by local experts sold out quickly and helped double website traffic year-on-year. A radio campaign reached 46,500 listeners weekly, promoting Masham High Street across the wider region.
Community Engagement at the Heart
Community involvement has been central to the Masham High Street revival. Events such as Yorkshire Day and the Masham Sheep Fair attracted record attendance, bringing residents and visitors together. One standout feature, the Peculier™ Edible Planters, is planted and maintained by local schools, Scouts, and Guides. Each planter includes QR codes linking to recipes from local chef Jon Atasharoo, turning Masham High Street into a shared culinary and sensory experience that celebrates sustainability and community creativity.
Economic and Social Impact
The project has delivered measurable results for Masham High Street. Increased footfall, sold-out tours, and lively events have boosted the local economy and strengthened civic pride. The combination of heritage-led storytelling, community participation, and sustainable design demonstrates how funding from the mayor’s Vibrant and Sustainable High Streets Fund can create lasting social and economic benefits.
Masham: A Model for High Street Revivals
Peculier™ Masham shows how creative, community-driven initiatives can transform small-town high streets. Thanks to Mayor Skaith’s funding, Masham High Street is now a vibrant destination where heritage, sustainability, and local pride intersect, offering inspiration for towns across the region.
