With the aim of reconnecting residents and attracting new visitors, Ashby has undergone a rebrand with new logo, business ‘brand ambassadors,’ new shop frontage signage and a new digital presence. Street furniture is being upgraded and new visitor information points with map dispensers will be installed at the main car parks.Keen to promote green tourism, Ashby launched a ‘Ban the Plastic Bag’ campaign and is working with businesses to reduce single-use plastics. Every year the town holds a ‘Big Tidy Up’ event with 150 volunteers collecting rubbish. The newly created Culture & Leisure Quarter has undergone significant changes, with extra car parking and four electric charge points. Free guest WiFi is also due to be installed in the town centre. In 2018 Ashby won the ‘Best Shopping Experience’ in the Leicestershire Tourism & Hospitality Awards and plans are underway to create a town app and loyalty reward scheme.