Otley, an 800-year-old market town in West Yorkshire, has become the UK's first town to achieve a perfect 100% recommendation rate in a survey by research firm People & Places Insight. Every one of the 651 people surveyed said they would tell friends and family to visit, a feat no other town has accomplished in over a decade of research covering more than 350 towns.
The town, which bridges Leeds and the Yorkshire Dales, was visited by a reporter from the Daily Express, who found that despite miserable weather, the community's pride and support for local businesses were the real draw.
Community spirit and thriving independents
Independent shops account for around three-quarters of businesses in Otley, a detail that contributed to 26% of why visitors love the town in the benchmark survey. Kevin Gibson, owner of Functional Drinks Club, which boasts what is believed to be the largest range of independent kombucha in the UK, said: "Otley is all about community - it's amazing, and that's one of the things that distinguishes it from surrounding towns. When anybody does anything from Otley, we're fiercely proud of Otley and what people do. Everybody is really supportive of the businesses."
Bronny Lenwick, who transformed a historic building dating back to 1891 into the Secret Garden Café, noted the support she received: "When we took it on, as we were doing it up, people were coming forward from the community saying it had been an independent shop since it was built. We have generations of people coming in, putting on events, and working together with other independent businesses is so lovely. When I opened on the street, the other businesses were just so supportive. It's like how it used to be."
Community-led renewal and loyalty
Locals also raised £800,000 to buy a former Methodist church and turn it into 'Otley Common', a community-owned hub, rather than letting it fall into the hands of a developer. Mayor of Otley, Mick Bradley, said: "It speaks to an enduring spirit of entrepreneurship and renewal. It's a gritty Northern tale - you have to find your way in the world, and Otley does."
Simon and Becky Fishwick, owners of local speciality grocer Simon & Becky, spent 16 years running market stalls before opening a permanent shop. Ms Fishwick said: "When we moved into this shop, so many of our market customers followed us in, along with a whole new clientele. The community here is just amazing in how they support people." Simon added: "We started with a few hundred items, and now we stock thousands. There's just something special about Otley - the community, the local sports grounds, there are always little things going on that bring people together."
The survey data shows that 52% of visitors were locals, 38% lived within a 30-minute drive, and 10% were tourists from further afield. The reporter concluded that Otley's 'perfect' title is earned through genuine town pride that cannot be faked.
