Gala dinner part of £80,000 fundraising campaign to secure Northamptonshire a brown tourism sign on the M1

A newly-announced gala dinner is part of an £80,000 fundraising campaign to secure Northamptonshire a brown tourism sign on the M1.

Businesses and residents are invited to support the fundraising efforts of Northamptonshire On The Map, a volunteer-led group of local businesspeople, tourism professionals and community representatives.

The aim is to encourage motorists passing through the county to explore its attractions, stay locally and spend money with Northamptonshire businesses.

The event is planned for March 11, 2027 at the Mercure Hotel in Northampton, as part of the group’s wider campaign to raise £80,000 for the design, manufacture and installation of the proposed sign on the northbound approach to Junction 15.

The campaign team includes Philippa and Anna Jeyes from Jeyes of Earls Barton, John Henderson and Sara Penrose from Sara Penrose Ltd, James Geary from EMW Law, Patrick Stringer from Stagecoach Midlands, and Kerry Lewis-Stevenson from Business Times Northamptonshire.

Stagecoach is supporting the fundraiser as headline sponsor, with businesses invited to get involved through table sponsorship, drinks and entertainment sponsorship, prize donations, or contributions of services and expertise.

Team member Philippa Jeyes said: “We all know businesses, places and experiences in Northamptonshire that deserve to be better known.

“This campaign is about coming together to help more people discover them. The gala dinner is a chance to celebrate our county while helping us take a practical step towards giving it greater visibility.

“Whether you bring family, friends, colleagues or clients, sponsor a table or donate a prize, you’ll be helping a project that reaches beyond any one business or town. This is something we can do together for Northamptonshire.”

According to West Northamptonshire Council, the county’s tourism strategy identifies more than 18 million visits a year which generate around £1 billion in spending.

“There is a strong commercial reason for businesses to support this campaign,” said Patrick Stringer, commercial director at Stagecoach Midlands. “A visitor might come for an attraction, then book a room, eat out and spend money in local shops.

“Those businesses also buy from local suppliers, so the benefit travels further through the county’s economy. The proposed sign could help give people travelling through Northamptonshire more reasons to stop and explore.”

The brown sign application has received official endorsements from West and North Northamptonshire Councils, and is currently with National Highways for feedback. Installation remains subject to approval and funding.

The gala dinner will take place in the hotel’s Buckingham Suite, beginning with a drinks reception at 6.30pm. Guests will enjoy a three-course dinner, guest speakers, live music and entertainment, alongside an auction, raffle and fundraising activities. The evening, with a ‘dress to impress’ dress code, will finish at midnight.

For sponsorship enquiries, prize donations or to offer your support, you can contact Philippa and Anna Jeyes at [email protected].

Tickets and table sponsorship options for the gala dinner fundraiser for On The Map Northamptonshire can be found here.