Peterhead Prison Museum and Cove Attractions Announce Game-Changing Partnership

Peterhead Prison Museum and Cove Attractions Announce Game-Changing Partnership

Peterhead Prison Museum is excited to announce a transformative partnership with Cove Attractions, part of the nationally respected Cove Group, securing its future and unlocking its potential as a cultural and historical landmark in Aberdeenshire and northeast Scotland.

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, like Shrewsbury Prison and Shepton Mallet Prison, 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.

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.

Book your tickets to Peterhead Prison today!