Business

Popular Midlands tourist attraction unveils new brand

One of North Staffordshire’s most popular tourist attractions has undergone a major rebrand.

The Trentham Estate has been rebranded to ‘Trentham’ in a move which aims to attract more visitors from outside of the Midlands.

A new website is also being launched this week as part of the project.

The rebrand comes after the attraction’s owner, St Modwen, was bought out by US private equity and investment firm Blackstone in May, in a deal worth £1.2 billion.

It also follows an announcement from St Modwen that it plans to sell off the attraction after owning it for 30 years.

READ MORE: Staffordshire town launches loyalty card scheme to help increase footfall and local spend

Alastair Budd, senior director of Trentham, said: “We’re incredibly proud of Trentham and how its success has helped to put Staffordshire on the map. Despite the pandemic, we’ve seen double-digit growth in visits to the garden and have attracted high quality and unique retail and hospitality businesses to the shopping village.

“We’ve also been able to introduce more activities and events due to our outdoor proposition, and our rebrand reflects and celebrates how we’re continuing to evolve.

“We want to shout about this special place to more people across the UK. We offer such a fantastic variety of things to see and do, and that’s why we want to continue raising our profile to a wider audience.

“Our local and regional visitors already know and love Trentham, so our aim is to prove to more people from further afield that we’re worth travelling 1.5 hours – or longer – to visit. We have plenty to keep people of different ages and interests entertained from day into evening, so there’s no chance of getting bored.”

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Trentham attracts more than 3.2 million visitors per year while its gardens saw 837,500 paid visits in 2019 – making them one of the most visited gardens in the UK.

And the attraction is already on track to beat its 2019 figures, which could potentially make it the most visited paid attraction in the West Midlands and in the top 20 nationally.

Alastair added: “The Covid-19 pandemic has shown how important the outdoors is to health and wellbeing, and our visitor numbers demonstrate the growing appeal of gardens and offline shopping in our outdoor shopping village.

“We’re focused on giving more people the opportunity to experience all that Trentham has to offer, but we don’t just want these new visitors to spend a single day here. We want them to become lifelong members or regular repeat visitors – and to tell all their friends about us.”

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