Staffordshire County Showground

What Staffordshire County Showground does

Staffordshire County Showground is a 100-acre multi-purpose exhibition, conference, and event venue located in Stafford, England, operated by the Staffordshire & Birmingham Agricultural Society — a nonprofit membership organization founded in 1820. The venue is anchored by Bingley Hall, which provides over 7,000 square meters of covered exhibition space under one roof, complemented by the Prestwood Centre, Argyle Centre, Sandylands Centre, multiple conference suites, and the UK's only purpose-built refrigerated carcase hall for displaying chilled livestock carcasses. The venue hosts two flagship proprietary events — the Staffordshire County Show (held for over 200 years, a two-day agricultural celebration with livestock competitions, show jumping, and main-ring attractions) and the English Winter Fair (the country's largest national Winter Primestock Show, running 175 years, incorporating the National Pedigree Calf Show) — alongside a diverse calendar of third-party events including festivals, vintage fairs, motorcycle shows, dog shows, and craft fairs.

The business operates a multi-stream revenue model: ticket sales (Early Bird and full-price tiers, plus on-the-gate sales) for both flagship shows; venue and space hire of halls, conference suites, and outdoor areas to third-party event organizers; trade stand rentals (400+ stands at the County Show, from £150 + VAT per 3m × 3m space at the Winter Fair); tiered annual Society membership (£15–£200 across Young Farmers, Single, Joint, Family, and Governor tiers) providing recurring revenue and community engagement; and a four-tier sponsorship program (Bronze through Main Show Sponsor at £5,000+). The Society is governed by county officers and eight district secretaries (Burton, Eccleshall, Lichfield, Newcastle, South Staffordshire, Stafford, Stone, Uttoxeter) with a small staff including a Chief Executive, Operations/Events Manager, Livestock Secretary, and Membership Secretary.

Distribution is direct and digital-first: tickets are sold online via the showground's ticketing platform, in-store through ~40 outlets across Staffordshire (post offices, NFU offices, butchers, tourist information centres), and on-the-gate. On-site F&B is operated under franchise arrangements (Pegasus Hospitality for bars, Jenkinsons Caterers for Bingley Hall catering, BCD Enterprises for the Farm Shop and Grandstand Café). The venue serves four primary customer segments — third-party event organizers and promoters (enterprise), the general public and families attending shows (consumer), the agricultural industry (livestock exhibitors and trade), and society members — with accessibility-needs visitors as a secondary segment supported via an Event Mobility partnership and structured Carer/PA ticketing.

Name

Staffordshire County Showground

Legal name

Staffordshire & Birmingham Agricultural Society

Website

https://staffscountyshowground.co.uk

Company type

Private

Founded year

1820

Operating status

Operating

Headcount range

11–50 employees

Short description

Staffordshire County Showground is a 100-acre multi-purpose event venue in Stafford, England, operated by the Staffordshire & Birmingham Agricultural Society, hosting the 200+ year-old County Show and 175-year-old English Winter Fair alongside third-party exhibitions, festivals, and conferences.

Ownership category

akta.pro rank

Product category

Event Venue & Exhibition Services

NAICS

Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Fairgrounds & Expo Parks (THAHAAAH)

akta.pro secondary industries

Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD), Lifestyle, Home & Garden Shows (MPAGAFAB)

Keywords

• Event venue hire
• Agricultural exhibitions
• Conference facilities
• Trade show space
• Rural event management

Headquarters

HQ city

Stafford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Event Ticket Sales: Online, in-store, and on-the-gate ticket sales for the Staffordshire County Show, English Winter Fair, and numerous third-party events hosted at the venue. Early bird and full-price ticketing tiers.
2. Venue and Space Hire: Hire of exhibition halls (Bingley Hall, Prestwood Centre, Argyle Centre, Sandylands Centre), conference suites (Ingestre Suite, Boden Room, Margaret Everton Pavilion), outdoor space, and catering outlets to third-party event organizers.
3. Trade Stand Rental: Rental of trade stand spaces at the County Show and English Winter Fair. Prices starting from £TBA (County Show) and £150 plus VAT for a 3m x 3m space (English Winter Fair).
4. Society Membership: Annual membership of the Staffordshire & Birmingham Agricultural Society with tiered pricing (£15–£200) offering complimentary admission to shows, dining room access, reserved parking, and reduced competition entry fees.
5. Sponsorship: Sponsorship packages at Bronze (£250–£499), Silver (£500–£999), Gold (£1,000+), and Main Show Sponsor (£5,000+) tiers, providing brand exposure, complimentary tickets, catalogue advertising, and PA promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Staffordshire County Showground is a multi-purpose event venue and exhibition centre operated by the Staffordshire & Birmingham Agricultural Society. It offers venue hire across 100 acres of outdoor space and multiple indoor halls (including the flagship Bingley Hall with over 7,000 square meters of covered exhibition space), and hosts the annual Staffordshire County Show, the English Winter Fair, and a calendar of third-party events including conferences, weddings, antique fairs, and trade exhibitions.

Product overview

Staffordshire County Showground operates as a multi-purpose exhibition and conference venue managed by the Staffordshire & Birmingham Agricultural Society. The core offering centers on venue hire services featuring the flagship Bingley Hall (7000+ sqm exhibition space) and 100 acres of outdoor space. The venue hosts two signature annual events: the Staffordshire County Show (a two-day agricultural celebration held for over 200 years) and the English Winter Fair (the country's largest national Winter Primestock Show). Additional offerings include trade stand packages, membership services with show admission benefits, on-site catering through multiple outlets, and educational programs including scholarships and young entrepreneurs competitions. The venue also provides conference suites, the Prestwood Centre, and various specialized facilities for exhibitions, weddings, and agricultural shows.

Differentiator

Problem solved

Functional benefit

Brands

• Staffordshire County Show: The flagship annual agricultural show held over two days celebrating agriculture, competition, entertainment, food, and shopping.
• English Winter Fair

Products and services

• Venue Hire
• Bingley Hall
• Staffordshire County Show
• English Winter Fair
• Society Membership
• Trade Stand Rental
• Event Sponsorship Packages
• Food and Drink Services
• Accommodation Listing Service

Quantifiable outcome

• 5,000+ visitors attended the English Winter Fair in 2023, with over 600 animals exhibited.
• +2 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• B & B TractorsflagshipGTM or Marketing PartnerB & B Tractors serves as the Main Show Sponsor for the Staffordshire County Show, representing the highest-tier sponsorship relationship with the showground. This flagship sponsorship provides primary brand association with the largest annual event.
• Instant Space ConstructcoreGTM or Marketing PartnerSponsor of the Open Show Jumping Competition (Wednesday) at the Staffordshire County Show.
• Bagshaws LLPcoreGTM or Marketing PartnerSponsorship of the Grand Parade at the Staffordshire County Show. Bagshaws also serve as official auctioneers at the English Winter Fair.
• Kelsey Publishing LtdcoreGTM or Marketing PartnerSponsorship of the Bolddog Lings Motorcycle Display Team at the County Show, and organizer of The Classic Motorcycle Mechanics Show held at the showground.
• ACP Bars & EventsminorGTM or Marketing PartnerSponsorship of the Dairy Shorthorn Classes at the Staffordshire County Show.
• NFU MutualcoreGTM or Marketing PartnerSponsorship of the Dairy Champion & Reserve at the Staffordshire County Show. Multiple Staffordshire NFU offices are also listed as district contacts.
• Tithebarn (Overall Champion Sponsor)flagshipGTM or Marketing PartnerTithebarn sponsors the Overall Champion prize of £1,000 at the National Pedigree Calf Show, part of the English Winter Fair. This is the highest-tier sponsorship within the calf show.
• Event MobilitycoreOthersEvent Mobility (Charitable Incorporated Organisation) provides electric mobility scooters and manual wheelchairs for mobility-impaired, disabled, and elderly visitors at the Staffordshire County Show. Equipment is available for pre-booking online.
• Venue Event Organizers (Third-Party)coreChannel Partner/ Reseller/ DistributorMultiple third-party event organizers hire the showground to run their own events, including The Reunion Show UK Ltd, Limitless Elim, HE Festivals, Continuity Fairs, BP Fairs, Gauge O Guild, The Parrot Society, and others. These organizers drive attendance and revenue to the venue.
• Pegasus Hospitality (Bar Manager)minorChannel Partner/ Reseller/ DistributorPegasus Hospitality manages the bar facilities at the showground, providing catering and hospitality services under franchise arrangement.
• Jenkinsons CaterersminorChannel Partner/ Reseller/ DistributorManages Bingley Hall catering operations as the on-site catering franchise.
• BCD Enterprises (Bingley Hall Farm Shop & Grandstand Café)minorChannel Partner/ Reseller/ DistributorBCD Enterprises operates the Bingley Hall Farm Shop and Grandstand Café, providing retail and catering services on the showground under franchise.
• Chaserider (Service 841)minorOthersChaserider Service 841 provides hourly bus service between Stafford and the showground (Weston–Hixon–Uttoxeter route) on weekdays, supporting visitor access.
• Visit Staffordshire / Our Beautiful BoroughminorGTM or Marketing PartnerOfficial Staffordshire tourism websites recommended for accommodation listings, providing tourism ecosystem support for showground visitors.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Royal Welsh Agricultural Society: Operates the Royal Welsh Showground at Llanelwedd, hosting the Royal Welsh Show — the UK's largest agricultural show — plus year-round venue hire. Closest direct peer in terms of agricultural society governance, livestock competition focus, and signature annual show scale.
• Royal Bath and West of England Society: Runs the Royal Bath and West Showground near Shepton Mallet, hosting the Royal Bath and West Show and a diverse calendar of food, music, and trade events. Direct peer as a UK agricultural society operating a multi-purpose showground with comparable event portfolio.
• East of England Arena and Events Centre: Former East of England Showground, now operates as a multi-purpose arena and events venue hosting agricultural shows, trade fairs, concerts, and consumer exhibitions. Comparable UK regional venue combining agricultural heritage with diversified event hire.
• Surrey County Agricultural Society (Surrey Showground): Operates the Surrey County Show and associated showground events. Direct peer as a UK county agricultural society running a comparable annual show model.
• NAEC Stoneleigh: National Agricultural and Exhibition Centre near Coventry hosting agricultural shows, trade fairs, and conferences. Direct peer offering comparable multi-purpose exhibition halls and an agricultural show heritage.
• Kent County Showground (Kent County Agricultural Society): Operates the Kent County Showground hosting the Kent County Show and consumer/trade events. Direct peer as a county-level agricultural society showground with similar event structure.
• Royal Highland Centre (Royal Highland and Agricultural Society of Scotland): Hosts the Royal Highland Show and operates a year-round events venue at Ingliston near Edinburgh. Direct peer as a UK agricultural society showground with signature livestock show and broader venue hire model.
• Three Counties Showground (Three Counties Agricultural Society): Operates the Three Counties Showground in Malvern, hosting the Royal Three Counties Show and a year-round calendar of consumer and trade events. Highly comparable UK regional agricultural showground with similar revenue mix of tickets, trade stands, and venue hire.

Broad incumbents

• NEC Group (National Exhibition Centre): Major UK exhibition and conference venue operator running the NEC, ICC, and Utilita Arena Birmingham. Broad incumbent offering overlapping venue-hire services but at much larger scale and without the agricultural show focus that defines Staffordshire.

Regional players

• Eikon Exhibition Centre (Royal Ulster Agricultural Society): Operated by the Royal Ulster Agricultural Society, hosts the Balmoral Show and consumer/trade events in Northern Ireland. Direct peer in agricultural society governance and show operations, but serves a different UK region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/staffscountyshow
• Instagraminstagram.com/staffscountyshow
• Xx.com/staffshowground
• LinkedInlinkedin.com/company/stafford-showground-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Staffordshire County Showground