North East must think bigger and shout louder to unlock its potential

That was the key message from the third and final event in the North East Chamber of Commerce’s 2026 conference mini-series, which explored what makes the region a fantastic place to work, live, invest and visit.

Held at The Glasshouse International Centre for Music in Gateshead and sponsored by Esh Group, the event brought together businesses and employers from sectors spanning sport, regeneration, housing and culture to examine how the North East’s identity and sense of place can attract investment and unlock more inclusive economic growth.

Keynote speeches were delivered by Brad Miller, chief operating officer at Newcastle United Football Club (NUFC), and Vicky Pryce, chief economic adviser at the Centre for Economics and Business Research and chair of the British Chambers of Commerce Economic Advisory Council. A panel of experts from industry, policy and academia also discussed the different elements that come together to make investable locations – from physical infrastructure and digital connectivity to job opportunities and community identity.

Brad highlighted NUFC’s influence beyond the football pitch, with the club along with the Premier League and its charitable foundation committing to support 250,000 young people. He also highlighted the foundation’s core work, which generates more than £50 million in social value each year. He challenged the region to be more confident in promoting its strengths and successes internationally.

“Is the North East the UK’s best-kept secret?” he asked. “The North East has transformed itself into a dynamic economic region, but are we doing enough to shout about it?”

Brad highlighted how the football club was building a global community and partnering with other organisations that shared the club’s values and culture. He also outlined plans for a new £190 million training campus and stressed the importance of ensuring local businesses and communities benefit from the investment.

He encouraged businesses and organisations to work together to tell a stronger, more joined-up story about the region to international audiences and investors.

Vicky Pryce explored the relationship between place and economic growth and highlighted the UK’s economic resilience, despite geopolitical instability, stock market volatility and fears over the sustainability of the AI bubble.

She also discussed the headwinds facing UK policymakers ahead of the Autumn Budget, including inflationary pressures, high public debt and borrowing costs, and concerns about the labour market with UK job vacancies at a five-year low.

She warned that the combination of high borrowing costs, pressure on public finances and uncertainty over future growth would leave the Chancellor with difficult choices ahead of the Budget.

George Clarke led the panel session by challenging the North East to celebrate its uniqueness and the resilience, grittiness and warmth of its people. He charted his own journey from the North East to London in the mid-1990s but said “he wouldn’t leave now” given the level of investment and regeneration in the region. He also urged people to support independent businesses and high streets, which play an important role in creating thriving communities.

Darush Dodds, director of corporate affairs and social value at Esh Group, discussed the importance of creating social value for communities and leaving a lasting legacy in the places where people and businesses operate. He also said minimum standards around social value should be included in procurement contracts and highlighted Esh’s award-winning Building My Skills programme as a practical example of social value in action.

Since the programme was launched in 2009, it has engaged with more than 60,000 students. Through structured careers workshops, business role models help students understand the world of work, build employability skills, explore local opportunities and make informed career choices.

Dr Catherine Glover, assistant professor at Northumbria University, highlighted the need for social mobility to create opportunity for all, regardless of which postcode they live in. She stressed that communities should be involved in regeneration plans from the outset and that success should be measured not just through investment and visitor numbers, but through better jobs, fair wages and opportunities for local people. She also said the North East could do more to export its knowledge and expertise internationally.

Chris Kelsey, public affairs manager at the North East Chamber, said one of the region’s key strengths was the willingness of its people to collaborate and inspire others. He added that these qualities could help the region address national challenges, such as reducing the number of people currently not in employment, education or training.

Marie Nixon, director at Sunderland Empire Theatre, said although culture creates jobs and drives economic growth, it has a much wider impact, supporting regeneration and strengthening regional identity. Marie emphasised the role of cultural venues in attracting visitors, supporting local businesses and creating a sense of pride and belonging. Culture, she argued, should be seen as an essential part of a region’s economic and social success, rather than an optional extra.

Rhiannon Bearne, deputy CEO at the Chamber, said the places we create, the culture we support and the investment decisions we make can help drive economic growth across the North East.

She said: “When we talk about economic growth, it can sometimes sound like an abstract concept. But growth happens in places. It happens in our towns, cities and our communities. It happens in the businesses that employ people, the universities that develop talent, the cultural organisations that attract visitors and investment and the infrastructure that connects all those things together. And importantly, it happens when people believe in the future of a place and are prepared to invest in it.”

The event was the third in the Chamber’s three-part conference mini-series, marking one year since the launch of its two-year policy plan, Unlocking the North East Economy, and exploring how its ambitions can be translated into practical action.