Fire-eaters, jugglers, stilt-walkers, a hog roast and a host of other colourful activities will enliven the centre of Ledbury on December 18, when local traders are laying on a medieval evening.
Shops will stay open late, shopkeepers will don mediaeval dress, and the town’s choir will sing carols, as the Traders of Ledbury Association goes all out to encourage pre-Christmas trade and boost its Shop Local campaign.
“The response from all the traders has been absolutely fabulous,” said association chairman Annette Crowe of Past and Presentl jewellers.
“Nobody has ever done anything like this in Ledbury before. We have had only three weeks to organise it, but everyone has supported the event. If it turns out as good as seems likely, we may decide to make it an annual event. I hope so.”
Ledbury’s shops are to stay open from 5pm to 8pm for the event. Malvern Theatre has offered traders the hire of mediaeval costumes at a reduced rate. Local charity shops have also donated suitable clothes, which are being adapted by Sue Holland, who helps with costumes at Malvern Theatre and the town’s amateur dramatic society.
“The town choir will sing carols, so it will all be very seasonal,” said Annette.
“We want it to be very traditional because the town is a very traditional, black-and-white town.”
Traders whose premises are not in the High Street will join in by running stalls. “This is part of our a Shop Local campaign to boost business at a time of great financial difficulties,” said Annette.
Shoppers who spend more than a certain amount will be entered in a free draw, with a chance of winning £1,000.
The local primary school is joining in, with a colouring competition for which there will be a prize. And the secondary school is also playing its part.
“The drama department there has lots of talent,” said Annette.
Financial backing for the event is coming from all over town. Main sponsors United Beverages have donated £500, the Federation of Small Businesses has stumped up £100, a host of traders and small companies have put in money, and Ledbury Town Council has also given financial help.
Others have helped out with printing and leaflet distribution.
Some of the traders will be wearing their medieval costumes at the switching on of the town’s Christmas lights on Sunday, November 29.
