AEPG reveals up to £50M event & leisure regeneration plan at East of England Arena

In an announcement to staff and stakeholders today, June 21, 2022, Asset Earning Power Group (AEPG), the owners of East of England Showground Services Ltd (operators of East of England Arena) revealed that it has embarked on a £50M regeneration plan to develop the venue into a purpose-built leisure resort. The development will include entirely new conferencing facilities, accommodation, a health & wellness centre, as part of the leisure village – completely transforming the venue from an existing agricultural showground into a modern and versatile event and hospitality destination.

The land had been earmarked for housing development as part of the Peterborough City Council Local Plan. Last year AEPG began working with the East of England Agricultural Society to promote the land for development and acquired the existing events business.

AEPG and the East of England Agricultural Society are now focused on achieving planning permission from July 1, 2023. This is an acceleration of the envisaged plan due to market demand.

Ashley Butterfield, as CEO of AEPG, welcomed the acceleration of the development process, saying, “The showground will be transformed by this significant investment, creating up to 500 new jobs and many new leisure and entertainment opportunities for Peterborough.”

Pamela Newbould, Head of Events, East of England Arena, described how the changes were being felt by East of England Arena’s customers: “Fundamentally this development won’t change how the majority of our regular indoor shows and events are run. The site will be operating normally until 1st July 2023, and we’re contacting all of our customers to walk them through how the development will affect their events, if at all. We will have to say farewell to some fantastic outdoor shows we’ve worked with over the years, and not without sadness, but as our venue evolves to meet the needs of modern events and experiences, we are very excited for the future of shows, conferences and exhibitions at The Arena.”

The city is looking forward to considerable positive change over the next 5-10 years, with a new purpose-built university opening soon, the council’s City Plan and Cultural Strategy both in effect, and a bid for City of Culture scheduled for 2029.

The regeneration of the East of England Arena and the development of the showground land into housing & leisure, will bolster these initiatives – helping to make Peterborough a city to be proud of, and creating a cultural and leisure destination for the whole country.

As Lee Sharp, as MD of East of England Showground Services, explained, the development project is a big departure from the East of England Arena’s history as a showground and outdoor event space, saying, “Our vision for the future of the venue is to offer an exciting and pleasurable destination for people in Peterborough, and a flagship new event destination for the UK. This is one of the largest projects of its kind in the country at this time, it’s a big moment for the venue and a big moment for Peterborough.”

Latest News

Monday September 26, 2022

East of England Arena welcomes new events manager

We are pleased to welcome Renay-Nicole Kenton, who joined our venue as an events manager on August 8, 2022. Renay has a strong foundation of experience in the events industry and graduated with a BA in Events Management from the BIMM Institute in 2021. After graduating Renay worked as an event coordinator, where she supported in-person and onlin [...]
Read More
Thursday July 21, 2022

Circus Fantasia delights young and old in Peterborough

Children of all ages met under the unmistakable peaks of the Big Top this month, as the magnificent Circus Fantasia brought its traditional family circus to the East of England Arena, July 6-10, 2022. Twice a day, every day, performers from around the world staged an unforgettable two-hour show, including big family favourites like the Human Canno [...]
Read More
Thursday July 21, 2022

East of England Arena welcomes 10,000 visitors cyclists to the Tour of Cambridgeshire 2022

More than 10,000 cyclists and spectators gathered at the East of England Arena and Events Centre for the Tour of Cambridgeshire (ToC) cycling festival, June 10-12, 2022, which featured closed road competitive cycling events, live entertainment and camping. The event began with the single and group time trials on Saturday, and a more gentle 2.5km F [...]
Read More


Want to know more about an event or the venue?

Contact Us

For all event enquiries always check our event(s) pages or our social media channels for the most up-to-date information.

If you can’t find the answer to your questions please contact via the form below:

Find Us

Email: [email protected]
Tel: 01733 363500

Postal Address:

East of England Arena and Events Centre

If looking for us with your SAT NAV, please use PE2 6HE as the postcode.

By Rail

Peterborough is located on the East Coast Main line running from London Kings Cross to Edinburgh. A number of fast trains run on this network, making London accessible in 45 minutes on specific trains.

The station has its own taxi rank, which means reaching the East of England Arena is approximately 15 minutes away once the train has arrived in the station.

By Car

Arriving by car, you will be guided to one of our hard standing or grassed free parking areas. There are 22,000 spaces – so plenty of room for everyone. We also have plenty of disabled parking bays.

Travelling from Peterborough City Centre – take the Nene Parkway/A1260, follow directions to Oundle Road/A605 and turn right onto this road, which will lead you directly to the venue. The brown highway signs indicating East of England Arena/Showground will help to guide you. The journey is approximately 16 minutes from the centre of Peterborough.

Travelling from the A1(M) South – continue along the A1(M), passing the Peterborough Services (Extra MSA); continue forward onto the A1 and then take the next turn left, signposted East of England Arena/Showground. At the junction with the A605, turn left and travel half a mile. At the roundabout, turn right, and you have arrived at the East of England Arena.

Travelling from the A1(M) North – ignore the very first signpost for Peterborough and continue travelling along the A1 picking up the brown highways signposts indicating East of England Arena/Showground. Follow these signs and leave the A1 at Alwalton, taking you through the village and onto the A605 Oundle Road junction. Turn left at this junction and at the very next roundabout, turn right and you’ve arrived at Peterborough Arena. If you are in a heavy vehicle, or towing a trailer, we advise you to avoid driving through Alwalton. In this case continue on the A1, leaving at Junction 17. Turn left onto Fletton Parkway A1139. After half a mile exit onto the Orton Parkway (still A1139) taking the second exit at the roundabout. Continue on Orton Parkway at the next roundabout. After half a mile turn left onto Oundle Road where you will find the entrance of the Arena on your left after 600m. 

By Public Transport

Peterborough City Centre has a number of taxi ranks, as well as a coach park and bus station located within the Queensgate Centre. The Stagecoach bus service runs a half-hourly service during the week and two-hourly Sunday service, stopping just outside the East of England Arena. The bus number to look for is X4 leaving Bay 15 at Queensgate, Peterborough.

The bus stop is located at the Marriott Hotel, Lynchwood.  A  fifteen minute walk will bring you to our main entrance gate. 

By Air

East of England Arena’s location makes it central for London Stansted, London Luton, East Midlands and Birmingham airports – all four are approximately 60-90 minutes away by car.