A prominent historic site in Coventry may soon waive admission fees for visitors under plans designed to stimulate tourism in the area.
Councillor Mattie Heaven is advocating for the elimination of entry charges at St Mary’s Guildhall, located on Bayley Lane behind the Council House, with the aim of drawing more visitors and establishing the venue as a significant point of interest.
The proposal has already received support during a full council session, and official plans are being developed for presentation to an upcoming Cabinet meeting.
Coventry City Council voted unanimously in favour of the councillor’s motion calling for the Cabinet Member and appropriate officers to present proposals regarding the removal of admission charges at St Mary’s Guildhall, along with an assessment of the financial consequences and how free public access could be put into practice.
The endorsed motion stated that the council acknowledges St Mary’s Guildhall as one of Coventry’s most significant historic sites and maintains that it should be available to everyone. The council further considers that eliminating entry fees would foster civic pride, boost tourism, raise footfall in the city centre, and contribute to making Coventry a friendlier destination.
Councillor Heaven, representing Wainbody for the Conservative party, informed the Local Democracy Reporting Service that the hall represents one of the city’s most valuable cultural resources yet currently fails to achieve its full potential. The motion highlighted that the building does not fulfill its capabilities as a tourist destination and has struggled to meet its operational expenses.
She explained that the venue currently operates only four days per week during restricted times, and entry fees can accumulate quickly, deterring visitors particularly when groups of adults are involved. The councillor is of the view that greater numbers would visit and use the Tales of Tea restaurant facilities if admission were complimentary.
The medieval structure, constructed in 1342, originally served as the headquarters for the merchant Guild of St Mary before becoming the home of the combined Guild of the Holy Trinity. It contains the Coventry Tapestry.
Mary, Queen of Scots, was held prisoner in the hall in 1569, and it functioned as an armoury during the Civil War.
Despite suffering only superficial harm during the wartime bombing raids of the Second World War, the building underwent extensive restoration costing £5.6 million between 2020 and 2022. It is presently operated by the hospitality team from Coombe Abbey Hotel under a management arrangement with its owners, Coventry City Council.
Addressing the full council, Councillor Heaven expressed her view that St Mary’s Guildhall represents one of Coventry’s most precious historic assets and should be far more open to the public.
For over seven centuries, this impressive structure has occupied a central position in our city. It has hosted royalty and notable guests, and contains one of the finest remaining medieval guildhalls in England alongside the remarkable Coventry Tapestry displayed in its original context, a cultural treasure of genuine distinctiveness. Yet despite its significance, countless individuals never venture inside.
She maintains that current admission fees and restricted opening times are adversely affecting visitor numbers.
The venue currently welcomes visitors from 11am to 4pm across Thursday through Sunday. Standard daytime entry costs £9.58 for adults, £6.69 for senior citizens and students, and £4.50 for children. Family tickets range from £14.50 to £23.38. A local discount initiative called Go CV, available to Coventry residents, can reduce costs to £7 for adults, £3.50 for children, and £18.20 for families.
Councillor Heaven observed that despite these reductions, the fees can still discourage attendance, particularly affecting families and tourists who are weighing up their options for the day.
The guildhall also remains closed for more than half the week and operates for merely five hours daily during its open periods. With efforts underway to increase city centre footfall and assist local enterprises, this situation represents a missed opportunity for the area.
Across the nation, numerous museums and heritage venues offer complimentary entry as they recognise that culture represents an investment in the local economy. Free admission attracts more visitors, strengthens civic pride, and draws people into city centres where they support cafés, restaurants, shops and other neighbourhood businesses.
Her motion does not request the immediate removal of all admission charges. It merely calls for the Cabinet Member and officers to develop proposals, assess the financial implications, and report on how complimentary public access might be introduced.
This represents a reasonable, evidence-driven approach. We should think more boldly and demonstrate greater ambition for Coventry. We wish to attract more visitors to our city, encourage them to spend time here, and enable them to discover its extraordinary past. St Mary’s Guildhall should not remain an overlooked treasure that people pass by but should constitute one of the essential experiences when visiting Coventry.
Sometimes the greatest return comes not from ticket revenue but from the economic activity created when considerably more people visit the city centre and remain for longer periods.
Let us investigate whether widening access could unlock that potential. I therefore implore colleagues from all political groups to endorse this motion and help make one of Coventry’s most significant historic sites more accessible, more inviting, and an even greater benefit for our city.
An upcoming Cabinet meeting will examine the proposal once it is formally submitted.