The Royal Bath & West of England Society

What The Royal Bath & West of England Society does

The Royal Bath & West of England Society is a registered charity (Charity No. 1039397) and company limited by guarantee (Company Reg No. 2931640) founded in 1852, operating from a 240-acre showground at Shepton Mallet, Somerset. The Society runs three major annual events: the Royal Bath & West Show (a 3-day agricultural showcase with 30+ competition categories), The Dairy Show (a UK dairy industry event with 14,800 m² of trade stand space and 300+ exhibitors), and the Food & Drink Festival (which hosts the British & Irish Cheese Awards and the British Cider Championships). The organization is governed by Joint Presidents and led by Chief Executive Carol Paris, with a slim team of approximately 30 employees spanning events, operations, marketing, finance, and fundraising.

The Society's revenue model is event-driven and diversified across five streams: ticket sales (adult, child, senior, family, VIP, membership), trade stand and exhibition rentals (managed via ShowingScene), corporate sponsorship (headline sponsors include National Grid, Thatchers Cider, Mole Valley Farmers, Barbers Farmhouse Cheeses, and Willmotts Transport), an annual membership programme (£75 tier including 3-day show entry), and on-site accommodation/camping services (grass pitches at £35/night plus glamping). Go-to-market is hybrid: direct online sales via the Society's website, third-party ticketing via Fixr, physical gate sales, and a multi-channel marketing mix spanning the website, email newsletters, Twitter, Facebook, Instagram, YouTube, and earned media through press releases.

The underlying technology is conventional event management — no proprietary AI, API, or SDK offerings are evidenced. Distribution relies on a purpose-built physical venue (the only significant infrastructure asset), digital ticketing platforms, and partner ecosystems with media outlets (Farmers Guardian), sector bodies (Duchy of Cornwall), and entertainment partners (Glastonbury Festival).

Name

The Royal Bath & West of England Society

Legal name

The Royal Bath & West of England Society

Website

https://bathandwest.com

Company type

Private

Founded year

1852

Operating status

Operating

Headcount range

11–50 employees

Short description

The Royal Bath & West of England Society is a registered charity founded in 1852 that operates a 240-acre showground in Somerset, running three major annual events — the Royal Bath & West Show, The Dairy Show, and the Food & Drink Festival — serving agricultural communities, food/drink producers, sponsors, members, and the general public across the UK.

Ownership category

akta.pro rank

Headquarters

HQ city

Shepton Mallet

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Event Ticket Sales: The Society generates primary revenue through ticket sales for three major annual events: Royal Bath & West Show, The Dairy Show, and Food & Drink Festival. Ticket categories include adult, child, senior, family packages, and VIP experiences with tiered pricing for advance vs gate purchases.
2. Trade Stand and Exhibition Space: Revenue from renting trade stand spaces to exhibitors across outdoor and indoor venues. The Dairy Show features 14,800 m2 of trade stand space. Applications managed through ShowingScene platform.
3. Sponsorship Packages: Corporate sponsorship packages offering brand visibility through headline sponsorships, section sponsorships (Main Ring, Show Jumping, Heavy Horses, Vintage Vehicles, Woodland & Countryside Conservation), advertising in show programmes and catalogues.
4. Society Membership: Annual membership programme providing year-round benefits including entry to shows, exclusive access, and member services.
5. Accommodation and Camping Services: On-site camping pitches and glamping facilities, plus partnerships with local accommodation providers. Grass camping pitches available at £35 per night.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Royal Bath & West of England Society is a registered charity that organises three major annual events at its 240-acre showground in Shepton Mallet, Somerset: the Royal Bath & West Show (a 3-day agricultural showcase), The Dairy Show (a UK dairy industry trade event), and the Food & Drink Festival (featuring the British & Irish Cheese Awards). The Society also operates the Bath & West Showground as a multi-purpose events venue and sells annual memberships, trade stand space, sponsorship packages, and on-site camping.

Product overview

The Royal Bath & West of England Society operates a portfolio of three major event products: the Royal Bath & West Show (a 3-day agricultural celebration featuring livestock, equine events, food & drink, and family entertainment), The Dairy Show (a leading UK dairy industry event with trade stands and competitive entries), and the Food & Drink Festival (featuring the British & Irish Cheese Awards). The society also manages the Bath & West Showground as a multi-purpose events venue.

Differentiator

Problem solved

Functional benefit

Products and services

• Royal Bath & West Show A 3-day agricultural show held annually at the Bath & West Showground in Somerset, featuring livestock competitions, equine events, food and drink, family entertainment, and trade exhibitions across 240 acres. Aimed at general public visitors, agricultural trade exhibitors, sponsors, and competition entrants.
• The Dairy Show One of the UK's largest dairy industry shows featuring trade stands, competitive entries, seminars, the Agri-Forum, and the Dairy Industry Award. Welcomes 6,000+ visitors and 300+ trade stands across 14,800 m² of trade stand space. Aimed at dairy farmers, processors, industry suppliers, and trade exhibitors.
• Food & Drink Festival An annual food and drink festival featuring the British & Irish Cheese Awards, British Cider Championships, artisan food and drink stands, Farmhouse Kitchen Stage, and family activities. Aimed at artisan food/drink producers, cheese and cider competitors, and consumer visitors.
• Bath & West Showground Venue Hire The West of England's Premier Events Centre — a 240-acre multi-purpose showground near Shepton Mallet, Somerset, available for indoor and outdoor events, trade exhibitions, and entertainment. Aimed at event organisers, corporate clients, and exhibition organisers.
• Society Membership Annual subscription membership programme providing year-round benefits including entry to shows, exclusive access, and member services. Membership at £75 per person includes 3-day entry to the Royal Bath & West Show. Aimed at individuals and families interested in supporting the Society.
• Camping and Glamping Services On-site accommodation offering grass camping pitches at £35 per night for tents, motorhomes, campervans, and caravans, plus fully furnished glamping tents via Somerset Bell Tent Co. Aimed at event visitors staying on-site during show weekends.
• Trade Stand and Sponsorship Packages Commercial packages offering exhibition space (outdoor and indoor trade stands), headline sponsorships, section sponsorships (Main Ring, Show Jumping, Heavy Horses, Vintage Vehicles, Woodland & Countryside Conservation), and advertising in show programmes and catalogues. Aimed at agricultural businesses, food/drink producers, equipment suppliers, and corporate sponsors.

Quantifiable outcome

• Over 6,000 visitors attend The Dairy Show annually
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• Willmotts Transport LtdcoreStrategic or Co-development PartnerLeading independent warehousing and distribution company based near Shepton Mallet, providing logistics solutions for show operations and supporting the Royal Bath & West Show as a headline sponsor. Over a century of transport and logistics experience serving retail and food/drink industries.
• National GridcoreStrategic or Co-development PartnerHeadline sponsor for Royal Bath & West Show, supporting Lakeside Farm and overall event operations. Major infrastructure company with UK energy operations.
• Thatchers CidercoreStrategic or Co-development PartnerFamily cidery based in Somerset, headline sponsor and supporter of Royal Bath & West Show and Food & Drink Festival. Sponsors Lakeside Farm and maintains presence at Thatcher Bar on showground.
• Mole Valley FarmerscoreStrategic or Co-development PartnerHeadline sponsor and media partner for The Dairy Show, providing agricultural supplies and support to the dairy farming community.
• Barbers Farmhouse CheesescoreStrategic or Co-development PartnerHeadline sponsor for Royal Bath & West Show and The Dairy Show. Multi-generational family cheese business supporting British cheese industry through show sponsorship.
• Farmers GuardiancoreChannel Partner/ Reseller/ DistributorMedia partner for The Dairy Show, providing agricultural journalism and supporting dairy industry coverage and promotion.
• British & Irish Cheese AwardscoreStrategic or Co-development PartnerPrestigious cheese industry awards now featured at Food & Drink Festival. Judging takes place behind closed doors with public display and celebratory dinner following.
• Glastonbury FestivalminorStrategic or Co-development PartnerMajor UK music festival sponsor for Pilton Tent live music venue at Royal Bath & West Show, providing evening entertainment and bar/food facilities.
• Cooper TannerminorStrategic or Co-development PartnerRural property and business consultancy sponsor for The Dairy Show, supporting equine and livestock sections.
• Clarke WillmottminorStrategic or Co-development PartnerSomerset-based law firm providing legal sponsorship support for Royal Bath & West Show and The Dairy Show.
• Graham Walton PublishingminorStrategic or Co-development PartnerPublishing company specializing in schedules, catalogues and programmes for agricultural shows since 1998. Vice Chairman of an Agricultural Show with 40+ years in publishing industry.
• Girlguiding SomersetminorStrategic or Co-development PartnerLeading charity for girls and young women in UK with 3,000+ members across Somerset. Listed as business services partner providing youth engagement opportunities at shows.
• British Cider ChampionshipscoreStrategic or Co-development PartnerNational cider competition staged at Royal Bath & West Show, with judging during the show and People's Choice Award daily. Brings cider industry recognition to the event.

Scale indicators7 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Lincolnshire Agricultural Society (Lincolnshire Show): Runs the Lincolnshire Show at the Lincolnshire Showground, plus year-round venue hire and the Epic Centre exhibition hall. Comparable charity-based agricultural society with permanent showground, multi-event calendar, and trade exhibition focus.
• Yorkshire Agricultural Society (Great Yorkshire Show): Operates the Great Yorkshire Show, a flagship multi-day agricultural show at the Great Yorkshire Showground, plus year-round events and education programmes. Directly comparable as another long-running UK county agricultural society running livestock, equine, food and rural lifestyle competitions with similar sponsorship, trade stand, and ticket revenue model.
• Devon County Agricultural Association (Devon County Show): Runs the annual Devon County Show at Westpoint Arena, Exeter, plus food and countryside events. Highly comparable charity-based county show operator in the South West, with similar competition categories, trade stands, and family-focused rural lifestyle positioning.
• Royal Welsh Agricultural Society (Royal Welsh Show): Operates the Royal Welsh Show and Royal Welsh Winter Fair at the Royal Welsh Showground in Llanelwedd, plus smaller feature events. Directly comparable as a charity-run agricultural society with permanent showground, livestock competitions, food/drink halls, and trade exhibition space.
• Three Counties Agricultural Society (Three Counties Show): Runs the Three Counties Show (Malvern) along with the Royal Three Counties Show and food/drink events at the Three Counties Showground. Comparable charity-structured agricultural society with multi-event annual calendar, membership base, and trade exhibition operations on a permanent venue.
• Royal Norfolk Agricultural Association (Royal Norfolk Show): Organises the Royal Norfolk Show at the Norfolk Showground plus trade exhibitions and conferences. Direct peer as a long-established charity-run county agricultural society hosting livestock, equine, food/drink competitions and trade stands.
• Royal Highland & Agricultural Society of Scotland (Royal Highland Show): Runs the Royal Highland Show at the Royal Highland Centre in Edinburgh, one of the UK's premier agricultural showcases with livestock judging, trade stands, food and drink, and Royal Charter heritage. Directly comparable in scale, governance (charity/membership society), and event portfolio mix to the Royal Bath & West Society.
• Royal Ulster Agricultural Society (Balmoral Show): Operates the Balmoral Show at the Eikon Exhibition Centre, Northern Ireland's largest agri-food event. Comparable Royal-chartered agricultural society running livestock, food/drink, trade, and family entertainment with similar sponsorship and ticketing structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/BathandWest
• YouTubeyoutube.com/channel/UCBRpVltkGiu4D17pJ90S4Gg
• Facebookfacebook.com/bathandwestshowground
• Instagraminstagram.com/royalbathandwest
• LinkedInlinkedin.com/company/the-royal-bath-&-west-of-england-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

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 The Royal Bath & West of England Society