Shrewsbury Prison, one of the UK’s most complete and historic prisons, has entered a new chapter following its acquisition by Cove Group.
With over 200 years of history, the prison has already established itself as one of the country’s leading visitor attractions. What began as an ambitious vision to open the site to the public has evolved into a proven and nationally recognised destination, setting the benchmark for heritage-led prison tourism.
Securing ownership of the site marks a significant milestone, providing long-term certainty and unlocking the opportunity to further develop and enhance what Shrewsbury Prison can become.
From Uncertain Future to Proven Success
Following its closure in 2013, the future of Shrewsbury Prison remained unclear. Various redevelopment proposals were explored, but challenges around viability, planning, and heritage preservation left the site without a clear direction.
In 2015, Cove Attractions began operating the prison as a visitor experience under a short-term agreement, transforming it into a thriving attraction. Over time, the site grew in popularity, becoming a standout destination and gaining national recognition for its immersive and authentic approach.
The decision to acquire the prison ensures that this progress is not only protected, but built upon.
Looking Ahead
With the site now secured, the focus turns to the next phase of its evolution.
Plans for the future centre around enhancing the overall visitor experience and introducing carefully considered additions that complement the existing attraction. This includes the potential for hospitality, events, and broader destination-led experiences, all designed to strengthen the site’s appeal while respecting its heritage.
The ambition is not to change what makes Shrewsbury Prison special, but to build on it, creating a more complete, high-quality destination that continues to attract visitors from across the UK and beyond.
A Long-Term Vision
The acquisition represents more than just ownership, it reflects a long-term commitment to the site, its history, and its future.
By combining heritage, experience, and thoughtful development, Shrewsbury Prison is positioned to continue evolving as a unique and meaningful destination, one that preserves the past while creating new opportunities for generations to come.
Founder Perspective
Joel Campbell, Founder of Cove Group, said:
“Shrewsbury Prison has always been a unique opportunity. From the beginning, the vision was to create something that respected the history of the site while opening it up in a way that people could truly experience it.
Securing the future of the prison allows us to take that vision further. There’s a huge amount of potential here, and we’re excited to continue developing the site in a way that builds on what’s already been achieved.”
Looking Forward
As work continues, the focus remains on delivering a strong, sustainable future for Shrewsbury Prison, one that balances heritage with experience, and history with opportunity.