Purple Flag

Cheltenham’s night-time economy is one of the safest and best managed in the country.

In 2016 Cheltenham was first awarded Purple Flag status by the Association of Town and City Management (ATCM) in recognition of its excellent evening and night time economy. The award has been successfully maintained each year since then.

Purple Flag is a prestigious town and city centre award – similar to Blue Flags that are presented to outstanding beaches and Green Flags for excellent parks. Through the Purple Flag scheme, the ATCM aims to recognise and highlight towns and cities that are committed to raising standards and broadening their appeal, specifically between the hours of 5pm and 5am. 

The award recognises centres that have a vibrant and diverse mix of dining, entertainment, leisure and cultural offers available, while promoting the safety and wellbeing of visitors and local residents.

Cheltenham’s Purple Flag status is supported by a working group made up of representatives from the local licensed trade, Cheltenham Borough Council, the voluntary sector, the police, Cheltenham Business Improvement District (BID), the Office of the Police and Crime Commissioner and the University of Gloucestershire Students' Union.

Purple Flag accreditation is renewable annually and in their written feedback on their most recent assessment (which took place in May 2021), the ATCM Purple Flag adjudication panel reported a very positive perception of the town and noted:


  •          Proactive policing and licensing actions taken through the various COVID 19 stages, looking to continue through the current restart process. Cheltenham has been a national leader in this aspect, supportive of venues                 and providing clarity.
  • ·       The Cheltenham Recovery Plan and Licensing Recovery Plans have received national recognition and will be used by other towns. The work here should be recognised as exceptional.
  • ·       Special note of the work of the Licensing Team and stakeholders for strategic work for post pandemic recovery and the close support for businesses.
  • ·       There is a high level of 5 star rated premises, which is very good for customer confidence and bodes well for a COVID safe environment in recovery.
  • ·       Together with a robust partnership and positive relations between agencies proven in the very challenging condition of the pandemic these factors give every reason for confidence in Cheltenham’s recovery in the near future.

“Overall, the assessors rated the work around wellbeing and public safety as excellent/outstanding.”



Website: https://www.cheltenham.gov.uk/info/62/community_safety_and_crime/1167/our_town_at_night_-_purple_flag_status

Cheltenham and its licensed venues have also been operating in accordance with national best practice in its evening and night-time economy.  These schemes that operate in Cheltenham are:

Best Bar None

Best Bar None is a National Award Scheme supported by the Home Office and the drinks industry which is aimed primarily at promoting responsible management and operation of alcohol licensed premises.

It was piloted in Manchester in 2003 and found to improve standards in the Evening and Night Time Economy, with premises now competing to participate. It has since been adopted by 75 town and cities across the UK and is now being taken up internationally.

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Website: http://bbnuk.com/

Night Safe

The Cheltenham Night Safe scheme links night time operators, licensed premises, Gloucestershire police and the police’s CCTV control room to each other through the radio link scheme.

The aim of the scheme is to reduce crime, disorder and anti-social behaviour in the night time economy through initiatives such as the Reducing Alcohol Related Violence (RARV) project, Best Bar None and the online offender exclusion database.

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Website: www.cheltenham-safe.org/?q=content/night-safe

Street Pastors

Street pastors are trained volunteers from local churches who care about their community.

They patrol in teams of men and women, usually from 10 p.m. to 4 a.m. on a Friday and Saturday night, to care for, listen to and help people who are out on the streets. On those nights, the Street Pastors also staff a specially converted horse box to provide a safe space in the town centre to help late night revellers and victims of crime.  

Centrally located in Ormond Place, between the Promenade and Regent Street from 10.00pm  to 04.00am each night the unit, referred to as the Stable, provides seating and has mobile phone charging points plus flip-flops, foil blankets, water and sweets if anyone needs them.

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Website: https://www.streetpastors.org/

Student Community Patrols

Student Community Patrollers are University of Gloucestershire volunteers, who have been trained to Seccurity Industry Authority (SIA) standard to assist students and non-students who get into difficulty on the popular Monday and Wednesday student nights out. Funded by the Police and Crime Commissioner, the volunteers are highly valued and make a real difference in the community.

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Website: https://www.yourstudentsunion.com/communitypatrol/

Cheltenham Guardians 

Cheltenham Guardians are a team of welfare officers providing dynamic and advanced emergency safeguarding and welfare services in Cheltenham every Saturday night between 10pm and 7am.

The Guardians work closely with strategic partners Gloucestershire Constabulary and Cheltenham Safe as part of a wider and structured response to Cheltenham's night time economy.

The service is reliant upon a team of remarkable volunteers who give their time freely in the service of others.

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Website: http://www.cheltenhamguardians.org/