The Three Counties Showground has announced a new team structure that will enable it to deliver an enhanced programme of agricultural and horticultural events, as well as service increasing demand as a central venue for hire.

Best known for the RHS Malvern Spring Festival, Royal Three Counties Show and Malvern Autumn Show each year, the showground has also developed a reputation as a private hire venue.

A series of senior appointments have been made, including Chris Eldridge, head of shows and commercial whose role has now been expanded with an overall remit for shows and venue hire.

Jane Edwards joins the team in the new role of shows manager and replaces the outgoing head of shows, Diana Walton, who has been with Three Counties since 2009.

Edwards is no stranger to the showground having previously worked in the shows team. She rejoins with a mandate for further development of the core events programme, to attract new and emerging audiences.

Edwards said: “I am looking forward to the challenge and to joining at a time of investment in the development of our highly acclaimed shows programme”.

Ken Nottage, chief executive of Three Counties Showground, said: “I would like to congratulate both Chris and Jane and wish them well in their new roles as we enter a new and exciting chapter for the showground and society.”

Three Counties Showground recently announced details of a new showing heading to the venue. The Good Life Show – taking place on July 21 and 22 – is two days dedicated to country living and rural skills, and is sponsored by M&S Food.