Elwick Place set for major revamp as new family entertainment proposals unveiled

Ashford Borough Council has officially unveiled plans to transform Elwick Place into a vibrant leisure and cultural destination, reinforcing its commitment to revitalising the town centre.

Under a long-term lease agreement, the cinema and Units 1–5 will be secured, alongside introducing a family-focused entertainment offer designed to attract visitors both during the day and evening.

Cllr Noel Ovenden, Leader of Ashford Borough Council, said: “We are pleased to announce a new 20-year lease for Elwick Place, covering both the cinema and the ground-level units underneath. This new lease will secure the long-term future of The Ashford Cinema, building on its recent success story, and bringing forward a new leisure and entertainment in the units below. 

“Elwick Place is central to our vision for a thriving town centre. These plans will not only secure the cinema’s future but also create a family destination and supports local businesses.”

Responding to some online comments, an Ashford Borough Council spokesperson added: “Alternative locations were offered to Matches but they chose not to take them, however we will continue to help Matches to seek alternative locations and we have provided them a settlement, reflecting relocation and transition costs.”

“Also, some reports in the media have been misleading. This new venture will offer much more than ‘just another bowling alley’ – we already have the very popular Hollywood Bowl, and we see this adding to a wider choice of family entertainment on offer in Ashford Town Centre.”

Exciting new chapter for Elwick Place 

The new-look destination will combine the cinema with social games entertainment, live events, and a new workspace—all in one location. The vision is to create an all-day space where people can move between work, play, cinema, and socialise all under one roof.

The entertainment centre will appeal to all age groups and maintain strong community links and activities developed with the council’s support. The new offer will feature four key elements: cinema, live events, social game entertainment, and workspace as well as a full food and bar offer.

The team behind this transformation, The Big Picture, has a proven track record in operating successful cinema and leisure ventures, and were behind the successful relaunch of the cinema in April 2024 in partnership with Ashford Borough Council. 

Keith Pullinger, spokesperson for The Big Picture, said: “Our aim is to create a new destination for Ashford that combines the cinema, the best of social game entertainment, live events and workspace. This will be all-day space where people can move fluidly from work through to an array of social activities, all in one location. Games will include nine bowling lanes, batting cage, interactive darts, shuffle and golf, simulators and more. 

“For those looking for somewhere to work, our new flexible workspace will offer an environment for those who just want to drop in, zoom rooms and meeting spaces from 2 to 20 plus. 

“We want to build on the success of the repositioned cinema and continue to appeal to all age groups of Ashford and maintain the strong community links and activities that have been developed with the support of Ashford Borough Council.

"We will also be offering a new live space to enhance our community events and creating opportunities for live music and parties as well as other events. Further details of the new offer will be revealed over the coming months.”

This initiative forms a key part of the Council’s Ashford Town Centre Reset strategy, aimed at strengthening the evening economy, creating inclusive community spaces, and driving footfall. 

New lease of life

Ashford Cinema Limited will receive the new lease, and under the agreement, ownership of the company will shift from the Council to those involved with The Big Picture, who have been supporting the cinema's existing operation.

The new long-term lease will deliver a sustainable financial position and put Elwick Place as a cornerstone of Ashford’s town centre regeneration. 

With this agreement, the Council will no longer be required to subsidise The Ashford Cinema nor bear costs associated with any of the vacant units underneath it. As part of the lease, The Big Picture will also pay back the initial capital investment outlay made by the Council.

Snap Fitness and Travelodge will maintain their current operations as usual. Sadly, Matches will not be included in the new proposals.

Jon Shephard, Owner of Matches said: “Following discussions with Ashford Borough Council about the future of Elwick Place, the decision has been taken to move forward with a different leisure operator for the site, bringing our time here to an end. 

“This isn’t goodbye, though. It’s just 'see you soon'. Matches continues in Canterbury and we’ll always keep an eye out for the right opportunity to return to Ashford one day.”

Work will commence soon, with the new leisure offer expected to launch by late summer 2026.
The Ashford Cinema will continue to remain open for business as usual while the new leisure and entertainment facilities are developed in the ground floor units.