Nervous excitement filled Buckinghamshire Council's chamber, The Oculus, in Aylesbury, an imposing room fitting of the occasion. As the stage was now set, all eyes were on the contestants as they gathered for the launch of LG Challenge 2025 at the first of their five challenges.
Buckinghamshire has long been a hub of creativity and progress, and it is with this same spirit that the council is leading a bold regeneration strategy designed to attract and retain the next generation of talent.
Contestants heard directly from the leader, Cllr Martin Tett, about the expectations and potential impact of their work, and chief executive Rachael Shimmin reinforced the fact that the contestants' ideas could have real implications for the county and community development. The discussions highlighted key considerations for the Buckinghamshire Regeneration Framework which the cabinet adopted in 2023, such as public engagement, strategic regeneration planning, and balancing economic growth with community needs.
Team Visionaries proposed a two-strand approach of strengthening networks across the county to further develop community and a sense of inclusivity, and a marketing and communications strategy to promote the unique selling points of the county's towns which included innovative merchandising ideas to foster belonging and pride
It was against this backdrop that Cllr Rachael Matthews, deputy cabinet member for town centre regeneration, announced the task: to develop a business case across the county on the topic of ‘How can town centre regeneration help councils retain and attract young professionals'.
This challenge reflected a pressing issue for local authorities across the UK. Over two days, contestants would immerse themselves in the local regeneration strategy, meet with senior officers, explore the town centre, and work in their two teams to develop innovative business cases that could shape the future of the area as an appealing place to live, work, and invest, standing out among other regions.
Each team was assigned a distinct area of focus, with Team Ascend, led by Harriet Vitty, exploring the role of businesses and education, while Team Visionaries, led by Aoife O'Gorman – focused on culture, leisure, and entertainment. Within their areas, both teams were encouraged to think boldly, considering specific amenities, communication strategies and wider opportunities to improve Buckinghamshire's competitiveness in retaining and attracting top talent, but also ensuring that plans would foster a sense of belonging, vibrancy and identity for professionals at all career stages.
Using Aylesbury as a model which could be scaled up to other towns and local areas with their unique offerings, the contestants were taken on a guided walking tour of Aylesbury's market square, historic sites, and regeneration zones where they saw firsthand the mix of heritage, investment, and transition shaping the town. This was a chance for them to gain insight into the pressures facing high streets, changing social habits, and the role of regeneration in shaping identity.
Back at Buckinghamshire Council's base, the Gateway Offices, the teams began breaking down everything they had learned so far and sharpened their thinking, during two panel discussions with the council's regeneration and communications teams. These sessions provided invaluable insight into the council's ambitions, past initiatives, and the practicalities of implementation, and helped the teams to shape their business cases and presentations.
As the evening set in, dinner was a welcome stopping point but there was little time to unwind as once back at the hotel, teams continued refining their ideas late into the night, ensuring they were ready for the crucial second day ahead.
Day two began early, with teams returning to the Gateway Offices to finalise their proposals and get a sense check on their proposal from a panel of Buckinghamshire officers. It was then over to Team Ascend to kick off the presentations, pitching three key strategies to deliver their vision that included an upskilling strategy to grow future talent, the creation of Business Hubs to attract businesses to town centres and the showcasing of industries including the Westcott Space Centre and the film and manufacturing industries native to Buckinghamshire.
Team Visionaries proposed a two-strand approach of strengthening networks across the county to further develop community and a sense of inclusivity, and a marketing and communications strategy to promote the unique selling points of the county's towns which included innovative merchandising ideas to foster belonging and pride.
After thoughtful deliberation, the judges named Team Visionaries the winners, praising their practical, scalable approach to civic identity and engagement within regeneration. Closing the event, Cllr Rachael Matthews reinforced the significance of their work, stating: ‘Don't be surprised if you see some of your ideas shaping our policies in the months to come'.
With that, the first challenge of LG Challenge 2025 was complete, but for the contestants, the journey was only just beginning.
Ben Augustine is programme officer (cyber, digital and technology) at the Local Government Association
