Funding to help Shropshire benefit from Olympic links

Shropshire’s tourism industry is to receive a boost after Shropshire Council successfully applied for £150,000 to help promote the county’s links to the
modern Olympics.

The funding is available from the Rural Development Programme for England, which helps to boost the country’s rural economy.

The revival of the modern Olympic Games was inspired by Much Wenlock’s Doctor William Penny Brookes who saw physical education as vital to the welfare of the local population. He staged the Wenlock Olympian Games from 1850 and inspired French Baron de Coubertin to organise new international Olympic Games, which continue to this day and will be held in London in 2012.

The funds will allow the setting up of a professionally-run press office with information in many languages, the commissioning of new films to promote the Much Wenlock and Shropshire link, the upgrading of websites and lots of new material to attract visitors to rural Shropshire.

Shropshire Council’s tourism team is already working closely with those running VisitBritain’s international campaign which aims to generate a billion pounds worth of coverage a year over the next few years. Already press trips from China, New Zealand and Hong Kong have been organised to Much Wenlock, with Brazil booked in for March and France to follow.

Also planned is a new feature on the Gaskell Field, the site of the annual Wenlock Olympian Games, which visitors will be able to photograph and thus take home a permanent reminder of the county’s Olympic story.

The historic Guildhall in Much Wenlock will also see some new interpretation material to enhance the experience of visitors as they tour this ancient building in which the Court Room dates back to 1540.

A marketing review group has been set up with representatives from Shropshire Council, Wenlock Town Council, the Wenlock Olympian Society, Friends of the Museum and the Much Wenlock Chamber of Trade. The marketing programme is being overseen by this partnership to ensure that local people can contribute ideas and influence the progress of the campaign.

Councillor Mike Owen, Shropshire Council’s Cabinet member for economy and waste, said,

“This is a once in a lifetime for Shropshire to link up with the Olympic Games in 2012 and introduce our wonderful county to a whole range of new visitors. The naming of one of the official mascots as Wenlock gave us a real boost last year and now we know we have the resources through the RDPE grant to really put Much Wenlock and Shropshire in the forefront of potential visitors’ minds as they plan their trips for 2012 and beyond.”