Peterhead Prison Museum
Peterhead Prison Museum is proud to announce a transformative partnership with Cove Attractions, part of the nationally respected Cove Group. This partnership heralds a new chapter for Peterhead Prison Museum, safeguarding its future while unlocking its immense potential as a cultural and historical cornerstone of Aberdeenshire and the northeast coast of Scotland.
Over the years, Peterhead Prison Museum has worked tirelessly to preserve this iconic site, attracting thousands of visitors and safeguarding its historical significance. Despite the efforts and dedication of the team, it became clear that additional expertise and resources were needed to take Peterhead Prison to the next level. Recognising the importance of preserving and revitalising this historic site, Cove Attractions has stepped in to provide essential support, breathing new life into the museum and its vision.
Joel Campbell, founder of Cove Group and a pioneer in prison tourism, leads Cove Attractions. Renowned for its innovative approach to heritage tourism and a proven track record of revitalising historic sites, including Shrewsbury Prison in Shropshire and Shepton Mallet Prison in Somerset, the company attracts hundreds of thousands of visitors annually. With this expertise, Cove Attractions is uniquely positioned to ensure Peterhead Prison Museum becomes a major cultural and tourism hub for Scotland’s northeast.
As part of this strategic partnership, Conrad Ritchie will be joining the charitable board of Cove Group, bringing with him extensive experience in leadership, business development, and a deep understanding of the local community. A highly respected figure in Aberdeenshire, Conrad has been instrumental in championing economic and cultural initiatives in the region. His appointment reinforces Cove Attractions commitment to engaging with local stakeholders and ensuring Peterhead Prison is shaped with both regional heritage and sustainable economic growth in mind.
"This partnership is not just about preserving a site of historical significance," said Joel Campbell, Founder of Cove Group. "It’s about creating a sustainable future for Peterhead Prison Museum, one that benefits the local community, supports tourism in the region, and keeps the story of this remarkable place alive for generations to come."
Cove Attractions will provide financial investment, operational expertise, and infrastructural support to Peterhead Prison Museum. Plans are already underway to enhance visitor experiences with immersive exhibitions, improving accessibility and facilities, and expanding educational opportunities. These efforts aim to establish Peterhead Prison Museum as a must-visit destination for local, national, and international audiences.
"The team at Peterhead Prison Museum have done a remarkable job since it opened in 2016 of preserving and sharing the history of this extraordinary site," said Conrad Ritchie, founder, investor and current chairman "We're honoured and excited to have Cove Attraction's bring their experience and expertise to this partnership, and together, we aim to continue our equal passion to position Peterhead Prison as a key attraction in Scotland's tourism landscape."
The partnership has already sparked optimism among stakeholders, with Cove Attractions’ support the museum will retain its charitable ethos while embracing new opportunities for growth. This collaboration will also support the local economy by creating jobs, boosting tourism, and enhancing Aberdeenshire’s cultural identity.
“Peterhead Prison Museum has established itself as a must-see attraction for visitors to the North-east, providing a fascinating insight into a lesser-known aspect of the region’s history through rich storytelling, and innovative events. Every visitor attraction in the land needs to evolve to attract new and returning audiences, so it is encouraging to see this exciting new chapter opening for the museum.” Chris Foy, CEO Visit Aberdeenshire.
“Tourism is a force for good. It creates jobs, sustains communities and contributes significantly to the economy. Investment like this will help ensure the museum’s long-term viability and sustainable growth, so it can remain a vital and truly distinctive part of the cultural offering of the North-east.” David Jackson, VisitScotland Regional Director
Peterhead Prison Museum is a vital part of Scotland’s heritage, and this partnership marks a pivotal moment in its journey. With Cove Attractions’ support, the museum is poised to become a significant contributor to Aberdeenshire’s cultural identity and a beacon of historical tourism for the northeast coast.
Joel Campbell and Conrad Ritchie