Belong Care Village


Not only are we delivering a high quality development that will bring new care services into the area but we are also breathing new life into a site which had fallen into disrepair in recent years. The investment in the Belong village will benefit the whole community and give local residents a neighbourhood they can be proud of.

- Bob Smaylen, Development Director, Prime plc

  • Community care
  • Community facility
  • Elderly/extra care
  • 7208 Sqm

Belong Care Village

Work is now complete on a specialist care village offering a mix of care services, apartments for independent living and community facilities.

Prime worked in partnership with the award-winning care provider, Belong, as a specialist development and investment partner to deliver the scheme in Newcastle-under-Lyme. Specialising in complex land assembly, Prime secured a site for the new facility, and has financed the development of the households, community facilities and apartments, which will be leased to Belong.

Unlike traditional care homes, Belong villages are vibrant community facilities which are open to the wider public. At their heart is a range of amenities, such as bistro, exercise studio, tea room, hair salon and nail bar, reminiscence lounge, village hall and function rooms. Based in the village centre, an ‘Experience Day’ service offers supported activities on a day basis, while the ‘Belong at Home’ service provides outreach care services to people living in the community.

The buildings are designed to maximise independence for people with dementia – the village scheme in Newcastle-under-Lyme provides 24-hour nursing and dementia care facilities for 72 people in six specialist households. There are also 28 independent living apartments for older people (to buy, rent or part buy).

As well as undertaking a programme of consultation and engagement for the project, Prime worked closely with the operator to secure a £1.8m Heritage Lottery Funding grant to renovate a Grade II listed building located at the centre of the development.

The building – a former nightclub – had closed in 2006 and fallen into disrepair, so the grant has transformed it into the Belong Heritage Gallery, a public facility to celebrate the heritage of the local area and provide specialist resources and services for people living with dementia.

Now complete, the Belong village brings new care services, accommodation, amenities and jobs to Newcastle-under-Lyme, and provides much needed regeneration to an area of land which had been derelict for a decade.