This article investigates the affective politics of heritage, memory, place and regeneration in Mansfield, UK. Ravaged by workplace closures from the 1980s, Mansfield's local government and cultural partners have supposedly put heritage at the centre of urban regeneration
policies. Principal are ambiguous, and forestalled, ambitions to mobilize the industrial past to build urban futures. Yet these heritages, and their attendant memories and histories, are emotionally evocative and highly contested. The affective politics are played out in the material, embodied
and atmospheric remains of the industrial past as Mansfield struggles to make sense of its industrial legacies. Drawing on Critical Discourse Analysis, archival research, observant participation and interview data, this article critiques heritage-based regeneration; examines interrelations
between local memory, class, place and history; and interprets tensions between competing imaginaries of what Mansfield is, was and should be. Contributing to work on memory and class in post-industrial towns, the article demonstrates that affect and place should be central to our considerations
of heritage-based urban regeneration. In the case of Mansfield, an 'emotional regeneration' will be denied until a shared practice of remembering the affective ruptures of the past is enabled.