Our Vision

Fresh Green Futures

To create a sense of a fresh start, St Austell Bay Economic Forum has been working with placemaking consultants thinkingplace to re-brand St Austell.

Together we have created a look and feel that shows how the St Austell area is special and competitive. This will help us develop a new story that every organisation and individual across the area is part of, and feels able to tell.

The story will help give us focus, ensure we play to our strengths and that we grasp the opportunities that are in front of us. The work identified three key themes, namely Green Horizons, Igniting Bright Sparks and Naturally Active, which describe the essence of St Austell. They will guide how we develop our offer through the way we communicate, what we build, and the environment we create.

By 2030 St Austell bay and its hinterland will be celebrated as a green and ceramic cultural centre, as a place of innovation and an active theatre.

Naturally Active

St Austell is at the very heart of Cornwall, surrounded by beautiful, sweeping coasting and picturesque countryside and its natural attributes offer a wealth of outdoor activities to both residents and visitors alike.

The curve of St Austell Bay with its many sandy beaches is a haven for water sports and family holidays, with opportunities for sailing, rowing, surfing, diving and fishing.

This area is literally St Austell’s ‘active theatre’ which appeals to everyone but perhaps especially to a younger demographic.

The area is also fantastic for walking, riding and cycling with many woodlands and trails; splendid inland and coastal paths to enjoy the majestic scenery such as the Pentewan Valley Trail from St Austell down to the coast at Pentewan village and beach, or the Clay Trails leading north west up the valley from St Austell towards the China Clay Country Park at Wheal Martyn.

Green Horizons

With fabulous countryside and local attractions the world famous Eden Project and Heligan Gradens, St Austell has an abundance of ‘green’ everywhere you look.

Horticulture features prominently in the area, first and foremost at the Eden project which sits in a former China Clay pit and whose enormous biomes house thousands of people every year. Eden is also championing geothermal energy as it looks to produce power from hot rocks several kilometres under Cornwall and there are hopes that it could be online as early as 2020.

The Lost Gardens of Heligan have seen the restoration of a genuine secret garden, consigned to overgrowth and lost for decades until the early 1990s. Since then, it has been transformed back to its original splendour and the estate now aims to work with nature protecting and enhancing the variety of habitats within. There are also important and interesting gardens at Pinetum, Tregrehan, Tywardreath and Caerhays Castle.

Igniting Bright Sparks

St Austell’s future is in high-tech, high- value businesses. For our community to prosper and thrive the area must attract and retain young people which means thinking very differently about what will drive the economy and the sort of people who will do this.

To make this more than a niche opportunity will involve working with the universities, local Cornwall College and ensuring a digitally based career path is achievable and supported. The Carluddon Technology Park and ESAM developments will compliment the already thriving hi-tech St Austell Business Park to be the catalyst for innovative and entrepreneurial business providing a high quality employment space and the right environment to help prepare the next generation ready for the success to come.

There is a real need to excite young people about the future and their potential in St Austell; the talent is there it just needs releasing.

Latest Updates on the Vision

The St Austell area talks with one voice. We are imagining the future and working together to realise this dream, with many community based events, projects and plans to bring together St Austell and the wider area.

There is still much to do. Our plans are ambitious and will require vision and determination to realise them. We ask you to support us, get involved, spread the word and be part of the exciting future of our area.

We aim to turn the St Austell area into a vast garden featuring stunning ceramic artwork. Alongside our local gardens and artists, we will transform the St Austell area through a programme of cultural initiatives.

The first Whitegold International Ceramic Prize is a celebration of clay in relationship with people, culture and place in St Austell, Cornwall

SABEF’s greening initiatives aim to enhance the local landscapes and the surrounding areas as a more vibrant place to live, work and play

Whitegold Project wishes to commission three artists to create art in public spaces for St Austell that inspires, challenges and reflects this unique place.

As part of the Whitegold project 2019, the first Clay Exchange project is Brickfield, a community arts project set in the heart of Cornwall’s clay country run by Rosanna Martin and Georgia Gendall . Brickfield involves the creation of an experimental brickworks at Blackpool China Clay Pit, Trewoon, St Mewan, St Austell. The project aims to develop a new site for collective community brick production. […]