At Cove Attractions, Easter 2025 wasn’t just a season, it was a moment of momentum. A marker in the timeline where all three of our historic prison attractions not only welcomed record numbers of guests, but did so with heart, meaning, and real impact.
Across Shepton Mallet Prison, Peterhead Prison, and Shrewsbury Prison, our seasonal campaigns weren’t just about chocolate eggs, they were about connection. About families making memories, children exploring heritage, and communities engaging with spaces that are far more than bricks and bars.
This is the Cove standard. And it’s being felt more powerfully than ever before.
Shepton Mallet Prison: A Moment That Changed Everything
At Shepton, our Egg-Cell-ent Easter Hunt lit up the 400-year-old prison with laughter and colour. But the real story came from a single powerful interaction: a young boy who had never before engaged with a costumed character, smiled, played peek-a-boo, and took a photo with our Easter Bunny. All thanks to the care, kindness, and skill of one of our incredible team members, Georgina.
“It’s moments like these that define us. Shepton wasn’t just a fun day out, it was a moment of transformation for one family, and a reminder of the real impact that thoughtful, human-first delivery can make.” – CEO, Joel Campbell.
Peterhead Prison: Record Numbers and Royal Recognition
In Scotland, Peterhead Prison broke all records, with over 700 visitors across the Easter campaign, making it the busiest Easter season the site has ever seen. Guests explored the prison, cracked codes, and connected with a powerful piece of Scotland’s social history.
But what really set this period apart was the visit from HRH Princess Anne, who came to recognise the important work now being done at Peterhead Prison.
“Her presence was more than ceremonial, it was symbolic. A sign that what we are building here has weight, meaning, and national importance.” – CEO, Joel Campbell.
Shrewsbury Prison: A Cultural Powerhouse in Full Flight
Meanwhile, Shrewsbury Prison continued to shine as our flagship site. Easter brought families through the gates for festive fun, but it’s the world-leading guided tours that have become a signature of success, thanks in part to Officer Goodwin, a real former prison officer with over 40 years of service.
Under Graham’s mentorship and with the support of our brilliant team, Shrewsbury has set the gold standard for immersive storytelling and authentic delivery. It’s also now a premier filming destination, with a six-week national production currently taking place, creating jobs, boosting tourism, and showcasing the town on a global scale.
“Shrewsbury is more than a site — it’s a stage where our team brings history to life every day. From Graham’s legacy to our growing crew of passionate guides, the experience here sets a global standard.” – CEO, Joel Campbell.
The Cove Way: Vision. Innovation. Execution.
What connects all three of these actions is simple: people.
The Easter campaigns were delivered by teams that care. People who show up every day not just to run attractions, but to create moments, shape experiences, and deliver excellence. It’s never about ticking boxes. It’s about impact.
And this is just the beginning.
We’re recruiting. We’re growing. We’re evolving. And we’re proud that Cove Attractions, part of the national Cove Group brand, is not just delivering industry-leading results, we’re doing it with authenticity, ambition, and a relentless focus on what matters most: the visitor and our people.
A message from our CEO
To our teams — thank you.
To our visitors — you’re why we do this.
And to the future — we’re just getting started.