An independent report says this is a return on investment of more than £9 for every £1 spent by the organisers, Allerdale Borough Council. That’s double the amount generated at the first Taste Cumbria festival in Wigton in 2021 which saw £4.44 generated for each pound invested.

The visitor numbers were excellent too, with an estimated 3,500 people coming to the town or which 87% had made the trip specifically to explore the producers’ market, watch the chef demonstrations, watch the live music and take part in the children’s activities.  

The 2022 event also drew in more people from further afield. Seventy percent of the people at the event were from the Allerdale area, while in 2021, this figure was 76%. A quarter were from elsewhere in Cumbria and 6% originated from outside of the county, a figure which sat at just 2% in 2021. Visitors came from across the North East, North West, Yorkshire and Humber, and the West Midlands. 

The satisfaction figures in the research were also very positive. Nearly everyone interviewed, 97%, said the event quality was good or very good and the same number of people said they would come to another similar event in the future, and 95% said they would recommend it to others. 94% said the quality of products was good or very good, and 97% rated the venue – Water Street car park and the neighbouring Market Hall – as good or very good. 

There was good news for the town businesses too. When asked what else they would be doing in the town apart from visiting the festival, 64% said they would be visiting local cafes, pubs or restaurants for a meal or a drink, 45% would visit local shops and 13% said they would do some general sightseeing.  

Councillor Mike Johnson, Leader of Allerdale Borough Council, said: “Seeing this boost for the economy is great news for Wigton and great news for Allerdale and West Cumbria. It reinforces what Taste Cumbria is all about – giving independent businesses an excellent showcase, and benefiting our towns in the process. 

“One of the new additions to the festival format this year is the Young Entrepreneurs’ Market and that’s one thing I would like to see more of. Giving fledgling businesses a platform in front of thousands of people is all part of Taste Cumbria putting even more back in to the community.”