‘Unite and unite, and let us all unite’: the social role of the calendar custom in English communities

Many communities in England are home to a calendar custom, a recurring folkloric seasonal event performed by local people. Though some calendar customs, such as well-dressing and rushbearing, are found in multiple places and regions, others are unique to the place in which they occur and are subsequently difficult to extricate from the identity of the place. This is useful for those communities seeking to develop their visitor economy, and a number showcase their customs as part of their placemaking communications. Drawing on qualitative research conducted with the organisers of three calendar customs – Derbyshire’s Castleton Garland Ceremony, which has a long history of performance; the Saddleworth Rushcart festival, revived in the 1970s and based on an older tradition; and the Marsden Imbolc Fire Festival, conceived in the 1990s – this chapter explores how calendar customs can foster a sense of belonging in their host communities and prove a draw to visitors, developing identity, which is key to placemaking and tourism.