A ONCE-thriving town and gateway to one of Britain’s ‘Seven Wonders’ has become a “ghost town” – with tourists “actively avoiding it”.
Horrendous roadworks and noise pollution are making the popular staycation destination a “nightmare” for visitors, locals and traders say.
Located on the southern edge of the Peak District, Ashbourne is undergoing a huge and costly redevelopment to make its roads narrower and footpaths wider.
But blocked off streets, dug-up roads and piercing noise from heavy machinery are driving visitors away from the picturesque Derbyshire town, according to residents.
The high street, which is home to quaint shopfronts and inviting pubs, is instead littered with bright orange barriers, diggers and road closed signs – and could kill off trade altogether, locals fume.
Business owners have slammed the council over the £15m Ashbourne Reborn campaign, which has heavily impacted footfall and caused shops to take in as little as £10 a day.
The roadworks, which have forced several local shops to close, are not scheduled to finish until at least October – well after the summer influx of tourists.
It’s become a ghost town and it’s become survival of the fittest because shoppers and tourists are simply avoiding us, which is very sad.
Georgina Ashworth
Georgina Ashworth, owner of local shop Pretty Things, said: “Visitors and shoppers are thinking twice about coming here, and businesses are closing down.
“It’s become a ghost town and it’s become survival of the fittest because shoppers and tourists are simply avoiding us, which is very sad.
“They can’t just nip across the road to browse and buy in many shops because the place is dug up and it’s so noisy, people are walking around with their fingers in their ears.
“The roadworks have been going on for months and have driven everyone away. People are avoiding Ashbourne.
“[The council] have not offered any compensation for loss of business and it seems to be getting worse, rather than better.
“Shops are closing – the vintage clothing shop across the road shut its doors last weekend and more will follow. It’s a shame.
“If there are any visitors, it will put them off coming back again.”
We’re open from midday to 11pm but the other day we closed at 3pm because we had no customers.
Jacob Hackett
She told how even local residents had been outfoxed by the confusing layout and rampant roadworks.
The council-run project has seen excavators targeting all routes in and out of town, causing traffic chaos and delays.
Jacob Hackett, who works at The Bridge Pub, said business was so bad the boozer had started closing early.
The bartender said: “We’re just not getting the footfall.
“We’ve had roadworks outside for two months and the noise from the machinery drives you mad!
“Normally we get a lot of tourists and passing trade but they’re not coming into town.
“We’re open from midday to 11pm but the other day we closed at 3pm because we had no customers.”
Whilst pedestrians can still access the streets on narrow, sealed-off footpaths, no vehicles can enter.
Traders have pointed to the summer months as being crucial for the survival of small businesses in the area.
But the chaos of excavators running rampant through the town centre poses a serious threat to shopkeepers’ livelihoods.
Jo Hall, owner of The Olde Sweet Shoppe, told Derbyshire Live: “I do not understand why there was no impact assessment done.
“It could have given businesses hope as to what positive impact we can expect after the losses we’re facing this summer.
“It’s summers that get you through the winters. Next autumn and winter, I believe we will see a lot of shops struggle.
“Ashbourne is made up of micro-businesses, most of us traders here don’t have another shop somewhere else to fall back on.
“It may well be that shop after shop just can’t cope.”
Ms Hall’s shop is now only accessible by a narrow, dead-end footpath.
Derbyshire County Council apologised for the disruption but insisted the town was still accessible and “open for business”.
A council spokesperson said: “We understand that local people, traders and visitors are feeling frustrated with the roadworks in Ashbourne at the moment and would like to offer our apologies for any inconvenience they are causing.
“We were always mindful that the works would cause disruption, but business are open and accessible and Ashbourne is still very much open for business.
“We are working with all our partners, including Derbyshire Dales District Council, to do all we can to both speed up the roadworks and work with traders to address any specific concerns they may have.
“Once the work is finished Ashbourne will be a much better place to visit.”
Derbyshire has developed a reputation for its quirky spa towns, rich history and grand country homes.
Ashbourne has previously been hailed as an “underrated” getaway, providing a cheaper option for Brits looking to book somewhere close to the national park.
It is often referred to as “the gateway to Dovedale” – a popular valley in the Peak District which was hailed as one of the seven wonders of the UK by the Royal Geographical Society in 2021.
According to analysis by Independent Cottages, the town has gained more attention in recent years than more celebrated staycation spots in the area, including places like Bakewell.
Ashbourne is home to more than 200 listed buildings, including Grade I listed Old Grammar School and The Greenman Pub.
Another landmark in the area is St Oswald’s Parish Church, which boasts an impressive 212ft high spire.
It is also famed for its globally renowned gingerbread, which was allegedly brought to the town during the Napoleonic War.
Legend has it that the recipe was given to a local by the personal chef of a captured French general, who was being held captive there at the beginning of the 19th Century.
The black and white timber-framed gingerbread shop can still be seen in the roadwork-ridden town centre today.
Once a year, locals participate in a peculiar sporting tradition known as Shrovetide Football.
Taking place on Shrove Tuesday, the annual event is played over two eight-hour periods, with the goals spaced three miles apart and players able to handle the ball.
The games can often become quite violent due to the lack of rules.
Local shops and businesses have taken to boarding up their windows in anticipation of the spectacle – but they could be boarding their businesses up for good if the town continues to be plagued by roadworks.
