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VIPs for Pubs - Visitor Information Points pilot goes live in the Peak District


Visit Peak District & Derbyshire has joined forces with the British Beer & Pub Association (BBPA) to launch innovative new Visitor Information Points (VIPs) in the area’s pubs. The pilot scheme, the first in the country, was launched today (Friday) at the Wheatsheaf in Baslow, and has been welcomed by tourism Minister, John Penrose MP.

The Peak District attracts 35 million visitors each year. Under this new pilot scheme, pub customers will be able to pick up leaflets and brochures on what there is to see and do in the Peak District, with the pub operating as a mini tourist information point. Visitors will hopefully stay on to enjoy what the pub has to offer, helping both pubs and the wider tourism industry.

The cost of the materials involved is being borne by the British Beer & Pub Association. Participating pubs will receive a specially designed brochure dispenser which will be regularly filled and updated, free of charge, with a range of local tourism leaflets.

Participating pubs will be promoted by Visit Peak District & Derbyshire as places for visitors to obtain information on local attractions, and they will be able to display a recognised sign outside. This initiative is a great way for the Peak District tourism industry and pubs to work together to promote the area, to the benefit of both.

Tourism Minister John Penrose MP comments:

“I’m really pleased to support this initiative. The best pubs these days provide a warm welcome and first-class hospitality for all, so it’s a great idea to combine this with up-to-the-minute advice for tourists as well. The Peak District and Derbyshire have so much to offer, and it’s great that visitors in future will be able to get information about what to do and see during their stay, along with the best in traditional pub fare.”

David James, Chief Executive of Visit Peak District & Derbyshire, the area’s official tourist board, comments:

“We are delighted to be the first tourist board in the country to work in close partnership with the British Beer & Pub Association on this pioneering pilot project to create a network of Visitor Information Points in pubs across the area.”

“It’s an excellent example of how we can work effectively with the private sector to complement and supplement the existing network of Tourist Information and Visitor Information Centres in and around the Peak District.

“Not only will the pubs benefit, by being placed right at the heart of the local tourism offer, plus the opportunity to be promoted on tourism websites and in brochures, visitors will also appreciate the convenience of having information about the area at their fingertips when they’re out sampling local food and drink.

“We’re very keen to work with pubs and other local businesses to encourage them to provide the best possible service to tourists when they come to visit and stay in the Peak District, and we hope that this will be the first of a series of initiatives in which we will engage with them in the future.”

BBPA Chief Executive Brigid Simmonds adds:

“I hope this scheme is the first of many, and I want to thank Visit Peak District & Derbyshire, as well as local pubs, for getting involved. With pubs open in the evening, it’s a great way to ensure ‘extended hours’ for tourist information. Pubs are already right at the heart of tourism in Britain, and this sort of scheme will help us to make the most if it.”

Notes to editors:

Event details: 11.30am, Friday, 25th May 2012, Wheatsheaf pub, Netherends, Baslow, DE45 1SR, with industry host and pub managers pub managers Shane and Debbie Watson.

Photos will be available of the event.

Brigid Simmonds is also Chairman of the Tourism Alliance

The British Beer & Pub Association is the UK’s leading organisation representing the brewing and pub sector. Its members account for 96 per cent of the beer brewed in the UK and around half of Britain’s 51,000 pubs.

Visit Peak District & Derbyshire – the area’s official tourist board - works with VisitBritain, VisitEngland, Derbyshire County Council, all local authorities in the Peak District and Derbyshire, tourism business partners and surrounding tourism organisations that share the Peak District. It is committed to the successful and sustainable development of tourism. Pubs currently signed up to participate in the pilot project are as follows:

Pub BBPA Member Company
Wheatsheaf, Baslow Marston’s Inns and Taverns managed house
Grouse and Claret, Rowsley Marston’s Inns and Taverns managed house
Sycamore, Parwich Robinsons (also Pub is the Hub venue)
Cheshire Cheese, Longnor Robinsons
Crispin, Great Longstone Robinsons
Bull I’ th’ Thorn, Hurdlow Robinsons
Scotsman Pack, Hathersage Marston’s Pub Company
Knockerdown, Carsington Marston’s Pub Company


» Brigid Simmonds with David James, Chief Executive, Visit Peak District and Derbyshire, and the managers of the Wheatsheaf, Shane and Debbie Watson.
» Brigid Simmonds with David James, Chief Executive, Visit Peak District.


Community, Culture & Tourism

For further information contact:

Neil Williams
Head of Media
Tel: 020 7627 9156 / 07974 249 779

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