Newquay BID Launches Campaign to Shift Perceptions During Boardmasters Festival
Newquay Business Improvement District (BID) has unveiled a new initiative aimed at transforming the town’s reputation during the annual Boardmasters Festival. The campaign, titled Beyond Boardmasters, seeks to highlight the wide range of attractions and experiences available in Newquay throughout the festival week, countering longstanding concerns about congestion and overcrowding.
For years, visitors have been advised to avoid Newquay during Boardmasters due to traffic issues. However, Newquay BID emphasises that significant improvements in transport planning and traffic management have altered the situation dramatically. Collaborating closely with the Boardmasters team over recent years, the BID has observed a reduction in vehicle numbers heading to Watergate Bay, thanks to increased coach travel and enhanced traffic control measures.
Last year’s festival saw an unexpectedly quiet town centre despite the event’s scale, with ample car park availability and underutilised Park & Ride services. Train services were also less crowded than anticipated once festival attendees reached the site. These developments indicate that the primary challenge is no longer traffic congestion but rather the outdated perception that Newquay becomes inaccessible during the festival.
Throughout Boardmasters week, Newquay’s independent businesses, eateries, pubs, hotels, retailers, and attractions remain fully operational and welcoming. Visitors can enjoy award-winning restaurants, pristine beaches, independent shops, galleries, and family-friendly venues. Recent additions such as the Newquay Mural Trail and the Surfer of the South statue provide fresh incentives for exploring the town centre.
Boardmasters itself has expanded its focus beyond music, investing in a championship-level surfing competition at Fistral Beach that attracts world-class surfers and spectators. The event also features skateboarding, activations, demonstrations, and entertainment around Fistral and the Headland. Transport options have been enhanced in response to feedback, with an affordable unlimited shuttle bus service connecting the festival site, beaches, and town centre.
The Beyond Boardmasters campaign marks a strategic shift from previous efforts like the Boardies discount campaign, which primarily targeted festivalgoers but saw limited engagement beyond the festival site. Instead, the new campaign encourages holidaymakers, day visitors, and residents to embrace Newquay during the festival week and discover the town’s broader offerings.
Promotion of the campaign will be extensive across Newquay BID’s social media platforms, showcasing events and experiences throughout the town. Local businesses will be invited to participate by providing exclusive promotions and incentives. A dedicated webpage featuring an interactive map will guide visitors to restaurants, shops, attractions, beaches, and special offers available during the festival. Leaflets are also planned to inform festival attendees and visitors about the town’s activities.
Newquay BID is collaborating with Newquay Town Council and WAX Events to establish a Beyond Boardmasters Village on the Killacourt. This will feature live entertainment, local markets, community performances, family activities, and independent traders, creating a vibrant festival atmosphere in the town centre that complements events at Fistral Beach and Watergate Bay.
Mark Warren, Manager of Newquay BID, stated: “For many years, people have automatically associated Boardmasters week with avoiding Newquay because of concerns around traffic. The reality today is very different. Thanks to the incredible work that Boardmasters has done around transport and traffic management, the town is more accessible than ever during festival week. We’re incredibly proud of the partnership we’ve built with Boardmasters and the willingness they have shown to keep improving year after year. Our businesses are open, our attractions are ready, and we’re inviting everyone to rediscover Newquay during one of the most exciting weeks of the summer. The Beyond Boardmasters campaign is about changing perceptions, supporting our businesses and reminding people that there is so much more happening across Newquay than the festival itself. We want visitors to look beyond Boardmasters and discover everything our town has to offer.”
Rob Spring, Boardmasters Festival Director, added: “Boardmasters has always been about more than just the music and the surf – it’s about celebrating everything that makes this part of Cornwall so special, and that includes Newquay itself. Over the past two years we’ve worked hard alongside Newquay BID and the council and the local community to improve how festivalgoers travel to and from the site, and we’re really pleased that this is now making a genuine difference to the town and the accessibility to Newquay when the festival is on. We know Boardmasters brings a huge amount of energy to Newquay every summer, and we want as much of that energy as possible to spill out into the town centre too. The Beyond Boardmasters campaign is a brilliant way of showing festivalgoers and visitors alike just how much Newquay has to offer beyond the festival gates, and we’re proud to support it.”
Newquay BID acknowledges that altering public perception will take time, but with enhanced transport, improved traffic management, and a range of engaging events, the town is prepared to welcome visitors throughout Boardmasters week. The message is clear: Newquay is open, welcoming, and offers much more than the festival alone.
