Royal Welsh Show makeover focuses on great visitor experience

Visitors to this year’s Royal Welsh Show are promised a “fresh outlook’’ after what had been a challenging period, both during and after the Covid pandemic.

In a year of firsts, the show will present a food and drink village, championing all that is best about Welsh food, and an entertainment stage with seating for more than 500 people.

Bridgend sheep farmer Jacob Anthony will also make history by stepping into the role of the show’s ambassador – the first man to have that position.

See also: The stunning return of the 2022 Royal Welsh Show in photos

“There are a number of new elements at this year’s show, demonstrating that we are innovating and listening to the needs of our visitors,” says new chief executive Aled Rhys Jones.

“We’re putting a huge focus on improving the visitor experience, as we know the top three reasons why people attend are to see the animals, to enjoy the food and to socialise.”

There’s a big focus on the show becoming greener too.

“We’ve switched our energy tariff to ensure 100% of the electricity feeding the showground is from renewable sources,” says Mr Jones.

“We have also commissioned Cardiff University to conduct an environmental sustainability review of the show.” Traders are banned from providing single-use plastics.

Livestock showing

© RWAS

On the more traditional livestock side of the show, Mr Jones is pleased to report an encouraging uplift in entries to more than 7,000.

Sheep entries for the various competitions are at a 10-year high, with more than 3,400, while cattle and pig entries are also up on 2022 levels – the result of improved facilities for showing livestock coupled with the prestige of winning at the Royal Welsh.

“Our exhibitors are so very important to us and we want to make them feel valued when they exhibit here,” says Mr Jones.

Among the celebrity judges will be BBC radio presenter Sara Cox and her father, Leonard, in the Interbreed Beef Young Handler Competition, and the winner of last year’s Grand National, Sam Waley-Cohen, will judge the Supreme Horse Championship.

The British Blonde Cattle Society and Kerry Hill Sheep Society will both hold their national shows at the Royal Welsh.

Challenges

There is no denying that times have been pretty tough for the show organisers, however.

The rising cost of staging the event – from the hire of tents, stables and equipment to major show contracts around catering, security and traffic management – has forced up the price of a standard ticket to £35.

The cost of operating the free park-and-ride shuttle service from the satellite car parks alone works out at £11 per vehicle.

“In our 119-year history, we have seen tough times before and we will overcome these challenges,” says Mr Jones. “I think our best approach is being open and honest about our cost structure and trying to bring people with us.”