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Three Counties Showground invests in growth

The Business Magazine article image for: Three Counties Showground invests in growth
15 June 2021

The Three Counties Showground in Malvern has announced a new team structure that will enable it to deliver an enhanced programme of agricultural and horticultural events, as well as service increasing demand as a central venue for hire.

Best known for its world renowned RHS Malvern Spring Festival, Royal Three Counties Show and Malvern Autumn Show each year, the showground has also developed a reputation as a private hire venue, with a site boasting 90 acres and an impressive variety of multi-use spaces.

A series of senior appointments have been made, including Chris Eldridge, Head of Shows and Commercial whose role has now been expanded with an overall remit for shows, venue hire and delivery of the new Langdale Woods holiday lodges development.

Jane Edwards joins the team in the new role of Shows Manager and replaces the outgoing Head of Shows, Diana Walton, who has been with Three Counties since 2009.

Diana Walton commented: “I’ve been privileged to work with an outstanding and committed team at Three Counties. The Society plays an important role in the shows industry, and I wish it the very best for the future.

Jane Edwards is no stranger to the showground having previously worked in the shows team. Jane rejoins with a mandate for further development of the core events programme, to attract new and emerging audiences.

Jane Edwards said: I am looking forward to the challenge and to joining at a time of investment in the development of our highly acclaimed shows programme”.

Ken Nottage, Three Counties Showground Chief Executive said: I would like to congratulate both Chris and Jane and wish them well in their new roles as we enter a new and exciting chapter for the showground and society.”


Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.

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