Malton is shaping a more sustainable future for the high street through practical action and creative collaboration, proving how small place-based initiatives can encourage footfall and build long-term resilience for the town.
Putting the WOW! into Wheelgate, led by Circular Malton & Norton CIC, funded by David Skaith, Mayor of York and North Yorkshire’s Vibrant and Sustainable High Street Fund, uses the relocation of its Circular Economy Hub to Wheelgate as a powerful catalyst for change.
At the centre of this momentum is the Pop-Up Shop initiative, an example of how temporary spaces can spark long-term impact. The Pop-Up Retail Shop Competition, providing a three-month, rent-free residency, has crowned local entrepreneur Merryn Wilderspin and her joyful fashion brand, The View from My Rear, as the winner.
The pop-up shop acts as a magnet for the street. Its changing offer invites people in, slows them down, and sparks interest, showing how independent retailers can thrive when they are given freedom to test ideas.
Adding to the experience is the WOW! Wheelgate Passport, a playful invitation to explore. Wheelgate is already known for its friendly faces and unique shops, and the passport gives visitors a reason to linger a little longer. Spend £3 or more in any of the participating businesses, collect stamps, and enjoy a free coffee at Leoni’s or a £5 reward from the Circular Malton & Norton upcycling shop.
To guide the journey, the Wow in Wheelgate map helps visitors uncover hidden gems and familiar favourites alike. Together, the map, the passport, and the pop-up shop create a connected experience that celebrates what makes Wheelgate special.
In less than six months, the project has shown what is possible when investment, partnership and community-led action come together. The project achieved a strong return, with up to 93% of funding reinvested directly into local businesses.
Through six public-facing initiatives designed to put the WOW back into Wheelgate and delivered by a committed partnership led by Circular Malton & Norton CIC, shopper perceptions of the street improved by 60%, with many visitors saying they now shop there more often and feel the street is more welcoming and alive.
Feedback from businesses and shoppers alike shows that small, well-designed interventions can create real momentum, and the learning from this project now provides a strong foundation for the future.
David Skaith, Mayor of York and North Yorkshire, said:
“High streets are constantly changing, but they have, and always will be, hubs for our communities. That’s why I’m backing community led projects with my Vibrant and Sustainable High Street Fund. Like Putting the Wow into Wheelgate, which is enticing more shoppers into Malton while showcasing the up-and-coming independent businesses that make our high streets so special.”
Sue Jefferson, Chair of Circular Malton & Norton CIC, said:
“As new tenants to Wheelgate, this project whilst outside our core sphere of expertise, has been a great way to meet fabulous businesspeople and shoppers in Wheelgate, and play our part in creating an exciting fresh future for this traditional high street. The experience has been a steep learning curve and not without challenges, but I am proud of the legacy created, the encouraging response from locals and the new partnerships and plans for the future.”
To support wider impact, the project is also sharing its learning through a practical guide for other towns and community groups, offering honest insights and tools to help others test similar approaches and build sustainable high streets of their own.
Further information about the Vibrant and Sustainable High Street Fund can be found here.
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