Setting The Standard

Setting the Standard: Shrewsbury Prison’s World-Leading Guided Tours, Easter Highlights & Filming Fame

This Easter, Shrewsbury Prison once again proved why it’s more than just an attraction, it’s an experience like no other.

Families from across the country took part in our seasonal Easter campaign, with egg hunts, bunny masks, chocolate prizes, and themed fun bringing the historic site to life. But beyond the Easter excitement, the real cornerstone of Shrewsbury’s success is something we’ve spent years perfecting… The world’s most interactive prison tours and the extraordinary team behind them.

Officer Goodwin at Shrewsbury Prison: One of our expert guides who delivers top-rated Guided Tours.

From the Cell Blocks to Centre Stage

At the heart of our five-star tours is Officer Goodwin, a real former prison officer with over 40 years of service under his belt. Graham joined Cove Attractions on day one and has been instrumental in crafting a tour that’s honest, immersive, and deeply memorable.

With another ten years voluntarily served behind bars (this time as part of our attraction team!), Graham’s knowledge, presence, and storytelling have become iconic.

But Graham hasn’t just shaped Shrewsbury’s Guided Tour. He’s played a key role in developing the Guided Tours at Shepton Mallet Prison and Peterhead Prison too, setting the gold standard across all of Cove Attractions historic prisons.

Immersive Guided Tours at Shrewsbury Prison

A Team That Delivers

Our Guided Tours across our attractions are powered by passionate professionals, some with lived experience, some trained educators and performers, all unified by a single mission: to deliver authentic, high-quality visitor experiences that inform, entertain, and stay with you long after you leave.

Because of our ongoing success, we’re now recruiting and training a new generation of tour guides and educational facilitators at Shrewsbury Prison, to ensure we don’t just meet the bar, we raise it. We’re committed to only the best, because that’s what our visitors deserve.

Every single member of the team understands what we’re here to do: Put people at the centre. Create unforgettable moments. Make history come alive.

Credit: Matt Squire/Disney+ | Shrewsbury Prison features in The Stolen Girl

More Than a Prison – A Cultural Powerhouse

The hard work and dedication of our on-site team, alongside the leadership of its founder, visionary, and creator, has seen Shrewsbury Prison become one of the most successful heritage attractions in the UK.

Not only is it beloved by visitors, but it has also evolved into a premier filming location, drawing attention from global studios and national broadcasters.

Currently, we’re proudly hosting a six-week-long production, a major project that brings national exposure and substantial investment to the prison and the town. Thanks to careful planning and seamless teamwork, the filming runs alongside the daily attraction, ensuring minimal impact to our visitors.

This kind of project doesn’t just showcase the prison, it brings real benefits to Shrewsbury’s local economy, boosts tourism, and creates job opportunities. It’s yet another way this historic site is making a powerful impact.

Credit DC Thomson (Kath Flannery) | Joel Campbell

A message from our CEO

‘’Shrewsbury Prison is more than just bricks and bars, it’s a story still being written, by the people who bring it to life every day.’’ Says Joel Campbell, CEO.

‘’To our team — thank you for your commitment to excellence. To our visitors — we’re here because of you. And to Graham — thank you. Your legacy lives on in every tour, every story told, and every memory made.’’