Creating Pastures New

The Asset Earning Power Group (AEPG) has been tasked with ensuring maximum community gains from the old East of England Showground space, in partnership with the East of England Agricultural Society. Group CEO Ashley Butterfield invited The Moment for a chat and a cup of tea, to find out more about their plans...

Ashley, can you tell us more about this new residential gateway to Peterborough? What does it represent for the city?
Ashley Butterfield: Absolutely. This project represents a transformative vision for Peterborough, blending sustainable living with modern leisure. We see this as more than just a development; it’s a new way of thinking about urban living in the 21st century. We’re not just meeting regulatory requirements – we’re pushing forward with Peterborough City Council’s green agenda and creating spaces that foster well-being for the entire community, both now and into the future.

Peterborough has a strong agricultural heritage, particularly with the showground site. How has this influenced your vision?
The legacy of the East of England Agricultural Society has been a major influence. The Society has been part of Peterborough’s fabric for over 200 years, from its early days on Bridge Street to its long-standing presence in Alwalton. When the Society made the decision to vacate the showground in 2020, we saw an opportunity to honour that agricultural heritage while transitioning into a new era of sustainable urban development. We’ve taken inspiration from the Latin word cultura, which means “to care, to protect, to grow.” This philosophy is at the heart of our vision for Cultura Place Leisure Village, which continues the legacy of care and growth in a modern, urban context.

What is your vision for the future of this development?
Our vision is to create an aspirational neighbourhood that redefines living and leisure. We’re transforming the showground into a hub of modern, vibrant, and healthy lifestyles. This is going to be more than a place to live – it will be a place to live well. We’re focusing on creating a sustainable, thriving community where people can live, work, learn, and play, all within an environment that promotes well-being.

Sustainability seems to be at the core of this project. How do you plan to achieve that? Sustainability is indeed at the heart of everything we’re doing here. We’re planning up to 1,500 sustainable homes that will range in design, size, and tenure. These homes will be low- carbon and affordable, set within green spaces that connect residents to nature. We’re creating safe, well-lit streets that will double as wildlife corridors, enhancing biodiversity. Our design is about more than just aesthetics; it’s about creating homes that benefit both residents and the environment.

It sounds like community is a big focus as well. Can you tell us more about that?
Community is everything in this project. We’re creating a central square that will be a focal point for events and gatherings, promoting a close-knit, family-friendly atmosphere. We’re also including a primary school with access to new sporting facilities, like an all-weather pitch, which will be one of the few in the region capable of hosting tournaments. Our care village will be integrated into the community, with easy access to cafes, retail, and leisure facilities. This development is designed to be truly multi- generational – a place where people of all ages can live and thrive together.

Can you share some details about the master plan and how it supports your goals?
Our master plan is a blueprint for sustainable urban living. We’ve carefully designed the layout to balance buildings, open spaces, green infrastructure, and transport links. Each parcel of land has been thought through to ensure it contributes to a diverse, multi-generational community. Sustainability is driving all of our decisions. For example, our design promotes a high-growth, low- carbon economy, and we’re focused on restoring and protecting natural ecosystems to enhance biodiversity.

What about the leisure aspect of this development? What makes it unique?
The leisure component is one of the most exciting parts of this development. We’re creating a unique leisure zone that combines employment opportunities with activities that promote healthy, active lifestyles. This will include everything from competitive gaming to sports, cultural facilities, dining, and accommodations. At the core of this vision is our commitment to making Peterborough a healthier, more vibrant city. Our leisure hub will be a key part of that transformation.

A development of this scale will inevitably increase demand for local services such as doctors, dentists, and other medical facilities. There are also concerns about increased local traffic. How are you addressing these issues?
You’re absolutely right – any significant development brings with it increased demand for essential services like healthcare, as well as potential impacts on local infrastructure, particularly traffic. We’re fully aware of these concerns, and we’re actively working with the local authority to ensure that we’re addressing them head-on.

From a healthcare perspective, we’re focusing on ensuring that the mandatory developer financial contributions are utilized appropriately. This means working closely with the local authority to channel funds into expanding medical services in the area, ensuring that new and existing residents have access to the healthcare they need.

On the traffic side, our goal is to mitigate the impact and ideally achieve betterment. We’re not just looking at how to minimize traffic increases but also exploring ways to improve overall infrastructure. That could mean enhancements to public transport links, promoting active travel options like cycling and walking, or other traffic management strategies. Our commitment is to ensure that this development contributes positively to the local area, both in terms of services and infrastructure.

You mentioned economic impacts – what can the community expect from this development in terms of economic benefits?
The economic impact is significant. We estimate a combined Gross Value Add of £55.3 million into the local economy, which equates to over £1 million per week. The development will also create around 1,000 new jobs, both on-site and in the wider area. Additionally, our care village will generate savings of £1.3 million annually for the NHS. This project isn’t just about housing: it’s about creating long- term economic benefits for Peterborough.

In summary, what do you hope to achieve with this project?
Ultimately, we want to set a new benchmark for 21st-century living in Peterborough. This development represents a significant step forward for the city – a sustainable, inclusive, and vibrant community that will stand the test of time. I’m incredibly proud to be leading this project, and I’m excited to see how it will positively impact Peterborough for generations to come.

Keep up to date with AEPG on their socials at facebook.com/p/AEPG-100087284902553/ and linkedin.com/company/aepguk/ To find out more about the company, visit aepguk.com