Coffin Works wins ‘Small Visitor Attraction of the Year’ in West Midlands Tourism Awards

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The Coffin Works Museum secured the prestigious award for ‘Small Visitor Attraction of the Year’ in the West Midlands Tourism Awards, in partnership with Visit England.

Coffin Works wins Gold
Coffin Works wins Gold at the West Midlands Tourism Awards

The category commends small visitor attraction businesses providing truly memorable visitor experiences and demonstrating excellence across every aspect of the business. In order to be eligible to apply, the attraction had to receive 75,000 visitors or fewer per year or employ 10 or fewer full-time equivalent members of staff. Special thanks to the Jewellery Quarter Business Improvement District (JQBID), who sponsored the table at the awards ceremony held at Coombe Abbey in Coventry.

Judges also selected winners based on online presence, including how well this encourages visitors to come to the area in the first place, how they are inspired to choose businesses to visit, the information provided, viewing on different media (tablets, smart phones etc), accessibility, social media, online reputation and reviews. In addition, for the 2021/22 awards, judges were also looking for evidence of recent customer reassurance within their online presence as a result of the COVID-19 pandemic.

Coffin Works & JQDT - WMTA
The WMTA were held at Coombe Abbey in Coventry

The Coffin Works was forced to close for over a year during the height of the Covid-19 pandemic and in order to re-open in line with government guidance, the team decided to make some radical changes. In addition to their award-winning guided tours, they developed a hybrid model, which also offered self-guided visits. This was a necessary move in order to reopen to the public in line with restrictions. This allowed the Coffin Works to welcome more visitors and remain profitable, while instantly becoming more accessible and family friendly. This was aided by the addition of a new interactive area, a Digital Guide and QR codes to facilitate visits.

Perhaps the most ambitious addition was managing to motorise original machinery in their historic Barrelling Shop. This was achieved by raising £5,500 via a Crowdfunding campaign during the height of the pandemic and meant that a previously hidden space had now become accessible to the public.

The Coffin Works was also shortlisted in the ‘Resilience and Innovation’ award category, for which it received a ‘Highly Commended’ accolade. This category recognised businesses within the tourism industry who have demonstrated innovation, resilience and adaptation during the Covid-19 pandemic.

In response to receiving the award, Sarah Hayes, Museum Manager said:

This award feels extra special because of how challenging the last two years have been. At one point, it felt as though we may never open again, and here we are two years later being recognised for how we’ve not only survived the pandemic, but come out even stronger because of the innovative changes we embraced. That is down to the gritty willingness of the Coffin Works’ team to take risks and push for excellence. Hands down, our survival instincts kicked in and we’re stronger for it.

The Coffin Works will now represent the West Midlands in the national Visit England Awards for Excellence later in the year.

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