We develop a novel citizen-centred multi-dimensional approach to public value creation in regional policy. Drawing on 47 citizen focus groups in 16 European regions, public values are analysed through an interpretative comparative approach. Goal attainment is a positive and widely held value. However, evaluations of institutional performance and democratic values are more negative. The findings have significant implications for public value management. We propose a five C's public value creation framework emphasizing coherence across public values and the communication and co-creation of public value sustained through capacity building and continuous feedback. Implications for public value theory, European regional policy and future research are discussed.