Three Counties Showground secures deal to host Winter Glow for six more years

The Three Counties Showground in Malvern has signed a deal worth three quarters of a million pounds to keep the Winter Glow festival, which is hugely popular with Gloucestershire families, at its site for another six years.

By Andrew Merrell  |  Published

Fans of the Three Counties Showground’s seasonal family event, Winter Glow, will be pleased to know it has signed a £750,000 deal to keep the visitor experience at the Malvern site for the next six years.

An estimated 70,000 people, many of who are from Gloucestershire, flock to the attraction annually to meet Santa Claus and enjoy the ice skating and light trail – part of its business plan determined to make the showground generate income year-round.

The 90-acre showground site and business is owned by the Three Counties Agricultural Society, which champions British agriculture through its flagship annual Royal Three Counties Show and turned over more than £1.2 million in 2021, with an estimated 77 staff, full-time and temporary.

Ken Nottage, chief executive officer of the showground and former managing director of Gloucester Rugby, said: ‘The new agreement with Winter Glow will ensure that it has a permanent home here for the next six years, as it grows and develops its annual Christmas event.’

Winter Glow is due to return from Friday 25 November 2022 to Monday 2 January 2023 with a brand-new light trail, ‘A Christmas Odyssey’, adorned with shimmering lights and impressive features, designed to take visitors on a journey to save Christmas, from the depths of ancient Atlantis to the fanciful shores of festive islands.

It will also see the return of its popular Personalised Santa Experiences, alongside the region’s largest indoor ice rink, a fairground, the 120-foot Malvern Observation Wheel and a new covered winter market selling gifts including local crafts and tempting treats.

See highlights from the 2021 event in SoGlos's Winter Glow video. 

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