15/01/2025: MP visits Swaffham to see heritage regeneration in action

Swaffham's MP has visited the town to meet various partners behind its ongoing heritage and regeneration activity. On the tour today (15 January), Terry Jermy, MP for South West Norfolk, heard how joined up working has been key to making the most of the massive investment in the town to protect and restore a number of historic buildings to help in supporting the town's bright future. 

Mr Jermy was joined on the visit by the Leader of Breckland Council, Cllr Sam Chapman-Allen, and Breckland's Executive Member for Economic Growth and Development, Cllr Paul Claussen. Also in attendance were Tony Calladine from Historic England, Mark Dykes from the National Lottery Heritage Fund, Lindsay Beech, Mayor of Swaffham, Daniel Brine from Norfolk and Norwich Festival (NNF), and Alice Whitney from Volunteer it Yourself (VIY). 

The tour began at the Buttercross, where project partners outlined the background to the town's heritage regeneration, including Historic England's High Street Heritage Action Zone (HSHAZ), the success of which enabled the follow-on project Swaffham - A Historic Market Town. Attendees discussed the importance of collaborative working between local authorities, national funders, and cultural partners in helping protect Swaffham's historic character while encouraging community engagement and boosting the economy. 

Mr Jermy was then taken on a walking tour of completed and ongoing heritage projects across the town. Highlights included the upgraded Assembly Rooms and the Mr Chips and Tutankhamun shop buildings, which were both supported through the HSHAZ, alongside recently completed renovations at the Methodist Church, Plowright Place, Myhills Pets and Gardens, and The Twisted Broomstick. These restorations have significantly enhanced the town's appearance while preserving historic buildings. 

Partners noted how the collaborative model has been critical to the programme's success. By bringing together local and national funders, cultural organisations, and community volunteers, the council has facilitated the delivery of investment at a scale and pace that would not have been possible by individual organisations working alone. 

At Plowright Place courtyard, NNF shared their successes in employing a new artist-in-residence and plans for their Kids Business project, which will launch this year, illustrating how heritage regeneration is being combined with creative and youth-led initiatives thanks to the programme's cross-sector approach. 

Later in the visit, the focus turned to the future. Attendees identified upcoming regeneration projects, such as the Market Cross Café, the Break Charity Shop, and the Swaffham Café, as key priorities for the next phase of investment. The group explored how the lessons learnt in Swaffham could be applied elsewhere, agreeing that the programme could be used as a blueprint for partnership-led heritage regeneration in other towns and high streets.  

The final stop was the Swaffham Town Pound, which is nearing completion following repair works. The project has offered hands-on learning opportunities to local young people, providing heritage skill training while restoring an important local historic asset. 

Terry Jermy, MP for South West Norfolk, said: "It was fantastic to see how a range of organisations have come together to lever in significant funding to not only protect the town's rich history, but also invest in local people and their futures. It is clear to me that the partnership approach has been absolutely central to this and I have no doubt that the model could potentially be replicated in other areas and be just as impactful, which is very exciting." 

Cllr Paul Claussen, Executive Member for Economic Development and Growth, added: "By bringing together national funders, cultural organisations, and the local community, the programme in Swaffham has been able to protect the town's historic character while supporting its economic development and training a new generation in heritage skills.  

"The project shows what can be achieved through strong partnerships and a shared vision, providing a model for local authorities looking to regenerate heritage in their towns and high streets."

Tony Calladine, East of England Regional Director, Historic England, said: "The Swaffham regeneration projects have demonstrated what is possible through partnership working and strong engagement from the local community. Through building restoration, heritage skills training and engaging cultural activities, positive opportunities are being created for local young people, the economy and the wider community. We hope this dedicated collaborative investment can act as an inspiration for the rejuvenation of other towns and high streets." 

Mark Dykes, Senior Investment Manager at The National Lottery Heritage Fund, commented: "Walking from the Buttercross to the Town Pound, we saw and heard how money from contributors including National Lottery players is at work: restoring historic shopfronts and buildings, helping young people get hands-on with heritage skills, and a creative programme that is rooting people in a sense of place. Swaffham is proving that when you combine heritage-led investment with community energy, you get results that are far greater than the sum of their parts." 

Daniel Brine, Chief Executive of Norfolk and Norwich Festival, added: "We are delighted to be working with Breckland Council over a number of years on this project. Our programme works with the young people of Swaffham and a host of cross-sector partner, not only engaging them with the heritage of the town but bringing their voice to the fore in terms of what its future could be."