Last weekend, Newcastle stood still – and sang. Over two extraordinary nights, local hero Sam Fender transformed St James’ Park into a roaring celebration of music, belonging, and pride. With an estimated 150,000 fans descending on the city, the atmosphere was electric. From across the City and from so much further, this was more than a concert. It was a moment that told the world: Newcastle delivers.
The streets buzzed, black and white shirts filled the city, the unofficial uniform, and fans of all ages sang their hearts out to “Seventeen Going Under” under city skies. It was a powerful reminder of the unique mix of talent, place and people that make Newcastle so special.
But beyond the confetti and the choruses lies a deeper question — what does an event like this truly mean for our city in the long run? As we reflect on an unforgettable weekend, we have a rare opportunity to shift the conversation from celebration to legacy.
A weekend to remember
Newcastle is no stranger to major events. Over the years, we’ve hosted everything from the Rugby World Cup to Champions League football, world-class concerts, and the iconic Great North Run. But the homecoming of Sam Fender felt uniquely powerful: a local lad on the biggest stage, in the heart of the city he loves.
Hotels were fully booked, bars and restaurants were packed, and local shops and businesses felt the benefit. According to early estimates, the economic impact of the weekend may reach £16.5 million; a much-needed boost at a time when hospitality and retail sectors continue to face uncertainty.
Newcastle Gateshead Initiative and Newcastle City Council rightly celebrated the huge success of the weekend, which not only generated economic activity but put the city on a national and international stage.
But now, with the crowds gone and the lights dimmed, we have an opportunity and responsibility to ask: What can we learn from this moment? And how can we make sure every major event delivers long-term, meaningful benefit for all of Newcastle’s communities?
Not just a great host; a City of Legacy
Being a great host is something Newcastle excels at. But in 2025 and beyond, that’s no longer enough. Global best practice shows that the world’s most forward-thinking cities don’t just host major events, they leverage them as strategic tools to drive inclusive growth, social value, and long-term regeneration.
Looking around it’s easy to identify best practice in other cities so I’ll offer a snapshot here:
- Glasgow (2014 Commonwealth Games) developed a 10-year legacy strategy focused on skills, employment, health, and community regeneration — delivering long-term benefits well beyond the event itself.
- Melbourne embeds events in city development strategies, with clear evaluation of visitor economy, local supplier inclusion, and First Nations participation.
- Toronto uses events to build equity, mandating community access, inclusive programming, and metrics on representation and social value.
- Gothenburg pioneered an Event Impact Analysis model measuring environmental impact, local procurement, volunteer development, and youth inclusion.
These cities treat events not just as one-off spectacles, but as drivers of inclusive change. Their frameworks guide how events are planned, measured, and evaluated — and crucially, who benefits.
What would this legacy look like in Newcastle?
Newcastle has powerful foundations to build from. We already have:
- An Inclusive Economic Strategy
- A firm commitment to an Anti-Poverty Strategy, and
- A growing reputation as a cultural and sporting hub
Now is the time to connect the dots between major events and these broader goals. To do that, I propose a Newcastle Event Impact Framework. A simple, strategic tool to ensure every large-scale event is delivering not just short-term buzz, but long-term benefit.
The Newcastle Event Impact Framework (NEIF)
This framework focuses on five key pillars of impact. Each pillar includes questions, data points, and recommended actions for event organisers, partners, and the City Council.
Economic Inclusion
Goal: Ensure economic benefits are shared fairly across the city.
Key questions:
- How many jobs were created or supported, and who got them?
- Were local businesses, especially SMEs, included in contracts and supply chains?
- What was the uplift in revenue for businesses in key areas (hospitality, transport, retail)?
Data to collect:
- Job and wage data from event organisers and suppliers
- Spend analysis by postcode and sector
- Procurement data (local vs national/international suppliers)
Actions:
- Include community benefit clauses in procurement contracts.
- Require event organisers to report on local employment.
Access and Equity
Goal: Make events accessible to all, regardless of income, location, or background.
Key questions:
- Who attended, and who didn’t?
- Were tickets or experiences made available for residents in lower-income areas?
- Were events inclusive of disabled people, ethnically diverse communities, and other marginalised groups?
Data to collect:
- Demographic and geographic breakdown of attendees
- Ticket pricing and distribution analysis
- Feedback from community partners
Actions:
- Introduce affordable ticketing schemes or community allocations.
- Partner with VCSE (Voluntary, Community and Social Enterprise) organisations to co-design accessible experiences.
Skills, Youth & Community Development
Goal: Use events to build local capacity, skills, and civic pride.
Key questions:
- Were there apprenticeships, volunteering, or training linked to the event?
- Did young people gain new experience or inspiration?
- Were schools, colleges, or youth services engaged?
Data to collect:
- Number of training placements and outcomes
- Volunteer data
- Case studies from youth/community organisations
Actions:
- Link events to youth employment and NEET (not in Education, Employment or Training) reduction goals.
- Embed community outreach and education in pre-event programming.
Environmental Sustainability
Goal: Minimise environmental impact and align with net-zero goals.
Key questions:
- What was the carbon footprint of the event?
- Were sustainable transport and low-waste practices promoted?
- Were local environmental groups engaged?
Data to collect:
- Travel and energy use data
- Waste/recycling rates
- Carbon offsetting measures
Actions:
- Require sustainability plans as part of event licensing.
- Promote active travel and reusable infrastructure.
Civic Identity and Long-Term Legacy
Goal: Strengthen Newcastle’s identity, brand, and civic cohesion.
Key questions:
- Did the event build local pride and international recognition?
- How will the city maintain momentum or benefit after the event?
- Did residents feel involved, connected, and represented?
Data to collect:
- Media reach and sentiment analysis
- Community surveys and stakeholder feedback
- Follow-up actions taken to build on success
Actions:
- Fund post-event legacy projects.
- Capture and share community stories and case studies.
A shared responsibility
Delivering on this framework is not the job of the City Council alone. It requires shared ownership between:
- Event organisers
- Local businesses
- Cultural institutions
- Community groups
- Residents
By building this shared understanding, we can shift the narrative: from one-off weekends to long-term wins.
The moment is now
Sam Fender’s concerts reminded us what Newcastle can be: bold, brilliant, and full of heart. But they also reminded us of our potential—not just to host, but to lead.
Imagine a Newcastle where every major event:
- Creates good local jobs
- Opens doors for young people
- Brings communities together
- Leaves neighbourhoods stronger
- Supports net-zero targets
And builds a sense of pride that lasts longer than the final encore. This is more than a nice idea. It is achievable. And the momentum is already here. Sam Fender gave us a weekend we will never forget. Now, let’s repay that gift by learning from it—and doing the hard, hopeful work of turning celebration into transformation.
Because Newcastle doesn’t just deserve a good time, it deserves a good future.
