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Three Counties Event Celebrates Most Successful Year-to-Date

Winter Glow

Winter Glow, the biggest Christmas event in the Three Counties, is celebrating its most successful event to date after welcoming thousands of local families to the Three Counties Showground over the Christmas period.

This year, the event has employed 42 elves and 70 local human helpers who worked tirelessly throughout the festive season to deliver a special experience for local visitors.

Winter Glow’s light trail – one of the longest in West Midlands – was also made possible thanks to talented local people, especially those who helped rebuild parts after it was impacted by high winds. Featuring an incredible 700 individual light fixtures, the trail was designed by a team of three artists and light designers from the region. The dazzling installations featured 450,000 LED lights and 16km of cable – enough to cover the distance between Malvern and Worcester.

Constructed using 45 tonnes of ice, the event’s ice rink is also one of the largest in the region. Complete with over 300 pairs of ice skates and 25 Beluga Whale skate aids available for little skaters, thousands of families and friends have enjoyed skating along to Christmas classics surrounded by glistening snowflakes throughout the festive period.

Elsewhere, the Christmas market provided a platform for 40 plus local artisans to sell their gifts, crafts, and tempting treats, alongside the food market which offers visitors an opportunity to sample some of the best street food available in the region.

Chris Gage, Senior Manager at Winter Glow, comments: “We’ve been overwhelmed by the response to the event. This was our third Christmas at the Three Counties Showground, and it has been our most successful to date. Being a small, family run business, it really does take a village to create the magic of Winter Glow and, after taking the risk to launch a festive event during a pandemic, it’s incredible to see all the hard work of our production team paying off.

“We’re incredibly proud of the extended team of crew members who made this year possible, especially those who battled through persistent bad weather to rebuild our light trail. Welcoming local families to make special Christmas memories is what it’s all about for us and we are proud to have brought something special to Malvern. After listening to our customer’s feedback, we’ve got some great ideas about how to make next year’s event even better and we can’t wait to reveal our plans later this year.”

To find out more about Winter Glow, visit

Explore Gloucestershire
8 January 2024

For further information.


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