This paper discusses the creation of a growth deal for North Wales (The North Wales Growth Deal – NWGD). North Wales is primarily a rural region within the UK, without a core-city or large metropolitan centre. The paper examines how this urban dynamic, fostered around a pushing of the agglomerative growth model out of the city-region, is being transferred largely across rural space and place in terms of how growth is envisioned and how policy is implemented. It contributes to regional studies knowledge by raising the importance of the non-metropolitan city-regional alternatives in the context of the (academic and policy) city-regional debate.