What Shropshire Festivals does

Shropshire Festivals is a privately held, family-run events management company headquartered in Ironbridge, Telford (UK), operating a portfolio of six annual festivals across Shropshire — Shrewsbury Food Festival, Shropshire Oktoberfest, Shropshire Petal Fields, Shropshire Business Festival, Shropshire Tasty Trail, and Whitchurch Food & Drink Festival — supplemented by evening/concert events such as Proms in the Petals and Pop in the Petals. The company is co-owned by Beth Heath (Director of Fun, 25+ years of events experience) and Sid Heath (Engineer of Extraordinary Things), supported by a core team of 9 plus volunteers. Its operating technology consists of a proprietary events management platform with ticketing infrastructure, marketing automation, and volunteer coordination systems; no public API or developer platform exists.

The business operates a multi-revenue model combining direct-to-consumer ticket sales (standard, VIP, and family tiers priced £3.95–£189.95), B2B sponsorship packages (headline, area, and associate tiers reaching 90,000 annual visitors), corporate event management services, tipi hire (from £1,000 per unit), and an in-house marketing consultancy (Shropshire ThinkTank). The go-to-market is dual-track: a consumer-facing DTC motion through a dedicated ticketing website and 30,000-subscriber email list, alongside a sales-led B2B motion targeting local and regional businesses via direct outreach and referrals. The wholly owned subsidiary Shrewsbury Food Festival Ltd operates under one of the sub-brands, and trade names include Shropshire Tipi Hire and Shropshire ThinkTank.

The company serves two primary customer segments: general public festival-goers (families, food/drink enthusiasts, community attendees) and Shropshire/regional businesses seeking brand visibility, customer engagement, and corporate event execution. Sponsorship customers span automotive, recruitment, real estate, financial services, architecture, hospitality, and manufacturing. Recognition includes the NOEA Winner 2024, Shropshire Chamber Business Award Winner 2026, Rural Business Award, and Women's Business Award, and a Chamber of Commerce patronage was formalized in February 2026.

Name

Shropshire Festivals

Legal name

Shropshire Festivals Ltd

Website

https://shropshirefestivals.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Shropshire Festivals is a family-run UK events company that organizes six annual festivals across Shropshire and provides corporate event management, sponsorship packages, tipi hire, and marketing consultancy services to local businesses and festival-goers.

Ownership category

akta.pro rank

Product category

Festival & Event Management Services

NAICS

Amusement and Theme Parks (71311)

SIC

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

akta.pro primary industry

Food, Drink & Culinary Community Festivals (Community-Led) (MPAGAEAF)

akta.pro secondary industry

Concerts & Music Festivals (THAJAFAA)

Keywords

• Festival event management
• Corporate event services
• Sponsorship marketing
• Food festival organization
• Event consultancy services

Headquarters

HQ city

Ironbridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Direct consumer ticket sales for all festivals and events including Shrewsbury Food Festival, Shropshire Oktoberfest, Shropshire Petal Fields, and special events like Proms in the Petals and Pop in the Petals. Multiple ticket tiers including standard, VIP, and family packages.
2. Sponsorship Packages: Branded sponsorship opportunities at events reaching 90,000 visitors annually. Options include headline sponsorship, area sponsorship, and associate sponsorship. Includes branding across event sites, marketing materials, websites, and social media.
3. Corporate Event Management: Full-service event management for businesses including staff parties, award nights, corporate festivals, and VIP experiences within existing festivals. Brings Shropshire Festivals magic and expertise to client events.
4. Tipi Hire: Rental of stunning tipis that seat around 70 people for dining or 85 for mingling/dancing. Prices start from £1,000 per unit. Creates multi-purpose event spaces for parties, weddings, and corporate events.
5. Events & Marketing Consultancy: Consultancy services including one-to-one Power Hour sessions with Director of Fun Beth Heath, team integration for event execution, and in-house marketing agency services (Shropshire ThinkTank). Services cover social media, brand positioning, PR, copywriting, videography, and graphic design.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Shropshire Festivals is a family-run events business that organizes, produces, and sells tickets to major annual festivals in Shropshire, UK, including Shrewsbury Food Festival, Shropshire Oktoberfest, Shropshire Petal Fields, Shropshire Business Festival, Shropshire Tasty Trail, and Whitchurch Food & Drink Festival. Alongside these consumer festivals, the company sells B2B services: corporate event management, sponsorship packages, tipi hire, and an in-house marketing consultancy branded Shropshire ThinkTank.

Product overview

Shropshire Festivals operates as an award-winning events management company offering a portfolio of annual festivals (Shrewsbury Food Festival, Shropshire Oktoberfest, Shropshire Petal Fields, Shropshire Business Festival, Shropshire Tasty Trail, and Whitchurch Food & Drink Festival) complemented by professional services including Event Management, Sponsorship Opportunities, Tipi Hire, and Events & Marketing Consultancy. The company's in-house marketing agency, Shropshire ThinkTank, supports both internal events and external business clients. The portfolio functions as a unified platform where events serve as core revenue generators while services and consultancy create additional value streams for corporate clients and local businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Shrewsbury Food Festival: A major food and drink festival featuring hundreds of producers, chef demos, cookery schools, live music, and kids activities.
• Shropshire Oktoberfest
• Shropshire Petal Fields
• Shropshire Business Festival
• Shropshire Tasty Trail
• Whitchurch Food & Drink Festival

Products and services

• Shrewsbury Food Festival

Quantifiable outcome

• 90,000 annual visitors across all events
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Shropshire Chamber of CommercecoreGTM or Marketing Partner · 25 February 2026Shropshire Festivals has become a patron of the Shropshire Chamber of Commerce. The patronage programme provides businesses with opportunities to increase visibility and demonstrate commitment to the local business community. As part of the partnership, Shropshire Chamber receives enhanced visibility at Shropshire Festivals' key events, where they can engage with business owners and promote membership.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cheltenham Festivals: UK festival organizer running a year-round portfolio of cultural festivals (Jazz, Science, Literature, Music). Operates a similar multi-festival portfolio model with sponsorship, ticketing, and corporate hospitality revenue streams.
• Hay Festival: Iconic UK cultural festival with a regional home base (Hay-on-Wye) and global brand extensions. Comparable family-run regional festival organization with established brand, sponsorship, and ticketing infrastructure.
• The Big Feastival: Alex James-hosted food and music festival combining chef demonstrations with live music. Comparable hybrid food-plus-music festival format and family-friendly positioning.
• Foodies Festival: UK-wide touring food festival series featuring producers, chef demos, and live entertainment. Operates a near-identical business model to Shrewsbury Food Festival at national scale, making it the closest direct comparable.
• Boomtown Fair: Independent UK music and cultural festival with strong community ethos, immersive theming, and year-round volunteer engagement. Mirrors Shropshire Festivals' community-rooted operating philosophy at larger festival scale.
• Pub in the Park: Tom Kerridge's touring UK food and music festival series combining chef showcases with live music and family entertainment. Closely mirrors the Shropshire Oktoberfest and Food Festival combination of food, drink, and live music.
• Wilderness Festival: UK boutique music and lifestyle festival combining live music, food, and wellness. Comparable premium positioning, multi-element programming, and family-friendly ticketing model.
• Taste of London: Premium ticketed food and drink festival featuring restaurant tastings, chef demos, and producer showcases. Operates the same consumer-ticketed food festival model as Shropshire Festivals' flagship, with overlapping sponsor demographics.

Regional players

• Ludlow Food Festival: Long-running Shropshire/Welsh borders food festival featuring regional producers, demonstrations, and tastings. Directly comparable consumer proposition but does not overlap geographically within Shropshire proper.

Broad incumbents

• Festival Republic: Live Nation-owned UK festival promoter operating Reading, Leeds, Download, and other major events. Operates in the same live event/festival category but at substantially larger scale and with broader geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/shropshire_festivals
• Facebookfacebook.com/shropfest
• LinkedInlinkedin.com/company/shropshire-festivals-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 Shropshire Festivals