St Helens is entering one of the most dynamic periods in its modern history. Across the borough, visitor attractions, cultural institutions, major venues and the town centre itself are undergoing bold and forward-looking change. Taken together, they tell a story of a place that is building confidently, investing intelligently and welcoming visitors and businesses with a renewed sense of ambition.
From the thrill of race days at Haydock Park to the energy of Saints rugby, from the reinvention of the town centre to the cultural resurgence at The World of Glass, St Helens is shaping a future that blends innovation with heritage and community pride with global reach.
The voices of the people leading this transformation reveal the scale of what is happening and why the borough is becoming such an exciting part of the Liverpool City Region to visit, experience and invest in.
A RACECOURSE WITH MOMENTUM
Haydock Park Racecourse
Few venues in the region have felt such a surge of energy this year as Haydock Park. For James Rennard, Head of Marketing in the North West at The Jockey Club, the atmosphere around the racecourse reflects both growing attendances and a renewed commitment to understanding what visitors want from their day out at the races.
“This year alone has seen three major music nights and a standout performance from Becky Hill that drew more than seventeen thousand visitors, creating the biggest race day crowd since before the pandemic.”
What excites James most is the growing number of younger visitors, with attendances from eighteen- to twenty-four-year-olds rising by more than half year on year, a clear sign that Haydock is becoming a destination for new audiences.
“Central to this momentum is the racecourse’s focus on listening to its customers. The introduction of live Net Promoter Score insight means that visitor feedback is reviewed almost immediately after each event. Every touchpoint, from food and drink to entertainment and site navigation, is refined using real insight. Their dedicated app, launched in the past eighteen months, is now an essential companion for racegoers, helping them get the most from their day.
“Partnerships are also powering Haydock’s growth. Household names such as WKD, Betfair, Zyn, bet365 and Ambassador Cruises have all collaborated with the venue, using its large and engaged audiences to bring their brands to life in creative ways.
“Community impact also remains at the heart of Haydock’s identity. A recent careers event brought more than four hundred and fifty local students to the racecourse to learn about opportunities in construction, supported by thirty partner companies. Moments like this, James says, show the racecourse’s role far beyond sport.
“With planning already underway for 2026 and new announcements on music events expected soon, Haydock Park is firmly positioned as one of the most vibrant destinations in St Helens, and a major contributor to the borough’s visitor economy.”
A TOWN CENTRE TRANSFORMED
CGI of St Helens’ new Town Centre development
The regeneration of St Helens Town Centre is one of the most ambitious place shaping projects currently underway in the Liverpool City Region. For Councillor Anthony Burns, Leader of St Helens Council, it represents a once in a lifetime opportunity to reshape the borough’s identity and create a central destination that reflects its pride and potential.
“The redevelopment builds on strong foundations. St Helens is already home to celebrated cultural venues, world leading businesses and some of the region’s most passionate sports communities. The new town centre brings these strengths together to create a high quality, family friendly environment that is attractive, sustainable and built for both daytime and evening use.
“Sustainability is woven through every element of the project. The demolition of the Hardshaw Centre is achieving a remarkable target of up to ninety-eight per cent recycling and reuse of materials. The wider plan supports the council’s ambition to be carbon neutral by 2040 and includes thoughtfully designed public spaces, improved walking routes and landscaped areas that nurture biodiversity. It is regeneration with long term purpose.
“Phase One introduces a new Market Hall, hotel, modern homes and updated retail and leisure spaces all supported by a redesigned Transport Interchange. The result will be a welcoming place that honours the borough’s heritage while bringing in new opportunities and experiences that St Helens has not seen before. Bespoke design features will celebrate local history and create a strong sense of place.
“Economic benefits are a central focus. The regeneration is expected to create hundreds of jobs and generate millions of pounds in value for the local economy. Social value commitments ensure that local residents and businesses directly benefit, from supply chain engagement to apprenticeships, school involvement and new employment pathways. A dedicated GCSE in construction has already launched at St Cuthbert’s Catholic High School, shaped with support from the regeneration programme.
“Community engagement remains a priority throughout the project. Monthly newsletters, regular business forums and an updated town centre website ensure residents and businesses are informed and involved. For Councillor Burns, this transparency is vital as the borough enters a new chapter of growth and identity.”
A GLOBAL SPORTING POWERHOUSE
The BrewDog Stadium is the new, official name for the home of St. Helens R.F.C. (Rugby Football Club) in St Helens
In rugby league, St Helens stands among the sport’s most iconic names. As the club prepares for the 2026 season, Head of Marketing Mark Onion describes a period of renewal fuelled by young homegrown talent, a new head coach and a long-term stadium naming partnership that is helping drive the business forward.
“A crop of promising academy players is beginning to emerge into the first team, offering a glimpse of the next generation of success. The arrival of Paul Rowley as head coach brings fresh energy and ambition to the clubs on field performance. This blend of youth and leadership marks the beginning of an exciting era.
“Off the pitch, the long-term naming rights agreement with BrewDog elevates the stadium’s profile and supports the club’s plans for growth. The BrewDog Stadium is no longer simply a venue for matchdays. It is a major events hub for the borough, hosting concerts, conferences and wider cultural activities. Its scale and flexibility make it a powerful asset within the Liverpool City Region’s visitor economy.
“Enhancing fan experience remains central to the club’s strategy. From digital ticketing innovations to immersive pre match entertainment, the goal is to create an event, not simply a game. Families, young fans and international visitors experience a welcoming and exhilarating atmosphere that reflects the club’s ambition to grow its audience at home and abroad.
“Balancing tradition with innovation is a constant focus. As the club prepares to celebrate thirty years of the Super League era, its heritage will take centre stage in 2026 marketing activity. This grounding in history gives authenticity to the club’s storytelling, helping attract new supporters without losing the identity that loyal fans cherish.
“For visitors to the Liverpool City Region, a Saints home match offers something uniquely St Helens. As Mark notes, the town’s culture is different from the city’s. Rugby league defines the place in a way that is both deeply local and globally relevant. Experiencing it live connects visitors to a community that is passionate, welcoming and proud of its world leading sporting tradition.”
A CULTURAL BEACON REIMAGINED
Few cultural organisations reflect the spirit of St Helens as powerfully as The World of Glass. For Director, Sarah Taylor, the past year has been a turning point, marked by extraordinary public support and a renewed understanding of the museum’s importance to the community.
“When the museum announced that it was at risk of closure without significant funding, the response from residents, artists and businesses was immediate and heartfelt. It confirmed that The World of Glass is more than a museum. It is a shared cultural anchor that tells the story of the borough while inspiring new creative voices.
“With fresh support from Arts Council England, the museum is now preparing for one of its biggest ever moments. In 2026, St Helens will host the International Festival of Glass and the British Glass Biennial, the largest and most significant contemporary glass exhibition in the United Kingdom. The festival will also bring the International Bead and Jewellery Biennale to the borough, attracting international artists, makers and experts.
“This is a milestone for St Helens, a place that has shaped global glass innovation for nearly two hundred years. From Pilkington’s pioneering technologies to today’s cutting-edge research at Glass Futures, the borough has a legacy that resonates across industries and continents. Hosting the festival puts a global spotlight on this heritage.
“The museum’s vision extends beyond exhibitions. Interactive displays, family activities and school engagement help bring history to life for younger audiences. Here at The World of Glass we are passionate about creating opportunities for young volunteers and apprentices, helping develop new pathways into arts, museum careers and glassmaking at a time when those opportunities are limited.
“A key ambition is to work with colleges, universities and the glassmaking community to use the museum as a space for artists and makers. This will help encourage the next generation of creative talent and strengthen St Helens’ position as a centre for craft and innovation.
“With festival preparations underway and community partners joining the programme, The World of Glass is ready to play a leading role in the borough’s cultural resurgence.”
A BOROUGH READY FOR THE FUTURE
Across St Helens, the message is clear. This is a borough that is building confidently, investing in its people and welcoming the world in new and exciting ways. Its racecourse is drawing record audiences, its town centre is being reimagined for future generations, its rugby heritage continues to inspire international interest, and its cultural institutions are stepping onto the global stage.
Together, these stories show a place that is not standing still. St Helens is creating experiences that are lively, welcoming and distinctive, shaped by pride in its past and optimism for its future.
For visitors, investors and partners across the Liverpool City Region and beyond, the borough is sending a powerful signal. So much is happening in St Helens right now, and this is only the beginning.
For more information on St Helens, follow the links below.
Haydock Park Racecourse: thejockeyclub.co.uk/haydock
St Helens R.F.C. (Saints): saintsrlfc.com
The World of Glass, St Helens: worldofglass.com
St Helens Borough Council: sthelens.gov.uk