Masham high street is the focus of a ‘heritage lead’ transformation effort led by ‘Peculiar Masham’.

The project is celebrating Masham’s unique Peculiar Parish heritage, and is aiming to revitalise the town centre, attract visitors and strengthen the community pride.

By focusing on the town’s heritage, the high street will receive a fresh brand identity and revitalised signage system, making it easier for visitors to explore the town. 

The rebrand of the town has had a promising start, with storytelling tours of the town selling out quickly, helping to double their website traffic. A radio campaign for the project also reached 46,500 listeners weekly, promoting Masham high street across a wider region.

One of the main aims of the transformation was to focus on community engagement. To do this they hosted events such as Yorkshire Day, and the Masham Sheep Fair, which attracted a record attendance. 

One of the standout features is the ‘Peculiar Edible Planters’ which is maintained by schools, Scouts and Guides. These ‘Planters’ contain a QR code leading to recipes from local chef Jon Atasharoo, promoting a sense of community and sustainability.

The transformation has been funded by the Vibrant and Sustainable High Streets Fund, overseen by the Mayor David Skaith, and acts as an inspiration for other towns across the region.