Dominique Stagg launched Costa del Croydon in 2024, transforming the rooftop of Centrale Shopping Centre’s multi-storey car park into a sandy seaside destination. Dominique said she also wanted Costa del Croydon to challenge the borough’s often negative reputation. She believes Costa del Croydon has helped show visitors that there is more to the borough than its reputation suggests. Dominique said: "What Costa del Croydon does is it makes people realise that there are some positive things going on in Croydon. But while the basic idea of Costa del Croydon has remained the same, Dominique has continued to change the event based on feedback from visitors.