Shaping a clear and deliverable vision for three historic towns
We led the preparation of masterplans and supporting business cases for the market towns of Huntingdon, St Ives and Ramsey – helping the Council establish a compelling case for change and define a pipeline of viable, phased projects.
Our approach focused on creating a clear, spatially led framework for regeneration – one that would stimulate enterprise, attract investment and enhance each town’s distinctive character and public realm.
Key Details
- Location: Huntingdon, St Ives, Ramsey
- Client: Huntingdonshire District Council
- Service: Masterplanning
- Sector: Town Centres / Strategic Land
- Project Scale: Three town‑wide masterplans and regeneration programmes
- Marrons team: Maria Vierma, Sarah Evans
A strategic and design-led approach
Each masterplan proposed a coordinated mix of residential, commercial, cultural and leisure uses, structured through a clear spatial framework and underpinned by robust financial and economic evidence. We worked closely with economic consultants to ensure that proposals aligned with funding opportunities and realistic delivery models.
A key challenge was reconciling the ambition for growth with the historic character and scale of these market towns. We addressed this through early and ongoing engagement with communities and stakeholders, ensuring the evolving masterplans were responsive to local aspirations and grounded in place.
Deliverability embedded in the masterplan
We developed delivery programmes that balanced quick wins with medium‑ and long‑term interventions, carefully structured to attract both public and private sector investment.
Each masterplan component was tested through market analysis and financial appraisal, with benefit–cost ratios assessed at package level to reflect collective outcomes. Using MHCLG’s Land Value Uplift methodology, we demonstrated value for money and strengthened the case for funding and implementation.
From vision to delivery
The Market Towns Programme has provided Huntingdonshire District Council with a coherent masterplanning framework for renewal, supporting funding applications, stakeholder engagement and long‑term investment planning.
Vision Documents prepared by Maria Vierma and Sarah Evans in a previous role now underpin the Council’s direction and are actively guiding delivery. These include:
- The St Ives Innovation Hub, attracting new businesses and talent
- The Cromwell Museum expansion in Huntingdon
- Public realm improvements along Ramsey’s Great Whyte
The proposals support diverse outcomes — from new housing and co‑working space to improved walking and cycling environments and cultural initiatives that strengthen local identity.
A lasting spatial framework for change
While not formally adopted as a statutory plan, the masterplans are now embedded within Huntingdonshire’s Economic Growth Strategy (2025–2030), providing a clear basis for long‑term regeneration.
Through a structured, design‑led and viability‑informed approach, we have created a framework that balances place, performance and delivery – enabling each town to evolve while retaining its unique character.