On Wednesday 27 September, the Council officially launched a brand new identity for Waltham Cross Town Centre. ‘Love Waltham Cross’ is the area’s new dedicated branding which brings with it an ambitious set of plans and a vision of a more prosperous future for the town centre and its local community.
The identity’s branding features the iconic four swans, a well-known historic sculpture in the area which sits proudly above a gallows in the town centre. Lamp posts across the high street have been draped with branded banners to serve as a visual recognition of the new identity.
The ‘Love Waltham Cross’ initiative goes hand in hand with the Council’s Renaissance programme which is being funded by the government’s Levelling Up Fund aimed at bettering a community’s everyday life through improved infrastructures, including town centre upgrades.
As part of the planned town centre improvements, one of the Council’s priorities is to Restore Civic Pride by redeveloping the public realm, with improved pedestrian and cycle access, and a more contemporary look and feel making the area more attractive, vibrant and desirable for existing and new business.
Another priority is Health and Wellbeing, which will be achieved through the redevelopment of Waltham Cross Playing Fields turning it into a better equipped hub for sports and leisure. The green space is going to benefit from a new skate bowl, refurbished sports pavilion, and new outdoor gym equipment.
The launch event for Love Waltham Cross was done parallel to the launch of the new Community Hub. The skill centre’s upgrades form part of the Council’s priority to Enhance Life Chances, which is being done through better accessibility, facilities and equipment. The newly improved space is now an optimal location to host external businesses, including the free-to-use Healthy Hub service. Primarily, the facility is now better equipped to help more residents improve skills, qualifications and with that better their chances at securing coveted career opportunities.
Speaking about all of the planned improvements to the area and launch of its new branding, Leader of Broxbourne Borough Council, Councillor Lewis Cocking said: “I am absolutely thrilled about the town centre’s new identity, it symbolises change for the better and is a reminder of all the great improvements planned for the area.
“Waltham Cross is on a journey to enviable vibrancy, safety and a greater sense of belonging for its diverse community. The Council has committed to making this area a place to be proud of and one that many will look forward to visiting, live and work in.”
Branding and Marketing for Love Waltham Cross was fully funded by the UK Shared Prosperity Fund, a central government scheme aimed at funding improvements for communities, places, businesses, people and skills.
To stay up to date with all the latest from Love Waltham Cross follow its dedicated Facebook page at www.facebook.com/LoveWalthamCross.
For more on local regeneration plans visit www.broxbourne.gov.uk/regeneration.