Sam Fender’s trio of sold-out shows at Newcastle’s St James’ Park delivered a huge £16.5 million uplift to the local economy, according to new figures released by Newcastle City Council and regional partners. The concerts brought more than 150,000 fans into the city, resulting in a wave of spending across hotels, restaurants, pubs, shops, and public transport.
The performances, which marked a major homecoming for the North Shields-born star, created a festival-like atmosphere across the city. Businesses reported a surge in activity, with many venues operating at full capacity throughout the concert weekend. The events provided a timely boost for the hospitality and tourism sectors, still recovering from the impact of recent economic challenges.
City leaders and local business groups have praised the impact of the shows. Cllr Abdul Samad, Newcastle City Council Cabinet Member for Culture, Music and Arts, said: “Sam Fender, St James’ Park and a sea of black and white made for an unforgettable weekend showing Newcastle at its brilliant best.
“It was fantastic to see such an incredible atmosphere across the city as partners once again came together to show nowhere knows how to put on a show quite like Newcastle.
“Time and again our city region has shown its capacity for hosting such large-scale events, and this is a very welcome boost to our hospitality trade during what are challenging times, and I hope it can help us attract even more incredible events to the North East in the near future.”
Ian Thomas, Chief Operating Officer for NewcastleGateshead Initiative, said: “What an incredible weekend! The city was a buzz with pride as Sam’s three, unforgettable homecoming gigs once again shone a spotlight on Newcastle and the North East.
“It was fantastic to see every corner of the city bustling and businesses both in Newcastle & Gateshead and further afield benefiting from the influx of fans eager to share this moment with Sam and his band. Animating our towns and cities is key to attracting visitors, particularly those staying overnight.
“We recognise that the trading conditions our visitor economy businesses are facing are challenging and we will continue to work with partners across the region to attract more large-scale events, support local talent like Sam to reach for the stars and ensure the impact of these events is felt long after the final encore. “
Stephen Patterson, CEO of NE1 Ltd said: “The city is still basking in Sam Fender fever. What a fabulous three-day takeover. Sam’s sell-out homecoming concerts created an amazing festival feel that engulfed the city, lasting the whole week and beyond. This wasn’t just about the music, it was a cultural moment.
“Sam is a local hero with a worldwide fan base, and the concerts turned the spotlight on the city and created boom time for Newcastle, providing a multi-million-pound boost to businesses, with shops, bars and restaurants teeming with customers all week.
“St James’ Park was the ideal venue for the homecoming hero and demonstrated our ability to put on a great show.
“We need more events of this calibre and are committed to working with key partners and stakeholders to attract new events and visitors.”
“Well done Sam, and well done Newcastle.”
The weekend was the second time the ‘Seventeen going under’ and ‘People watching’ singer had held shows at St James’ Park following a pair of performances in 2023.
The success of the concerts also underlined the importance of St James’ Park as more than just a football stadium. Its city-centre location ensures that major events directly benefit local businesses, in contrast to more remote venues. With the stadium already drawing huge crowds for Premier League and Champions League fixtures, there is growing support for plans to expand its capacity while keeping it rooted in its current location.
Following Fender’s massively successful shows, there is renewed momentum among city stakeholders to attract more large-scale music and cultural events. The message is clear: Newcastle is ready to deliver unforgettable experiences—and the local economy is reaping the rewards.
See the full report from Newcastle City Council here.
