Groups can see John Lennon’s own ‘Imagine’ piano, relax in the gardens and enjoy enhanced facilities.
Strawberry Field, Liverpool’s best new attraction, has appeal that satisfies the current demand for ethical tourism and, post-Covid-19, prioritises safety and accessibility for all visitors.
This award-winning heritage attraction will be present for the first time at major travel show, British Tourism & Travel Show 2021 on the Liverpool stand.
This is the place that inspired John Lennon’s 1967 hit, “Strawberry Fields Forever”, and its core markets are people seeking heritage and tranquillity, Beatles fans and the local community. The original Strawberry Field, a children’s home run by The Salvation Army, was the inspiration for the song and a beautiful place where young John played and absorbed a sense of peace he never forgot. Guests can even see the actual piano on which John composed and recorded “Imagine”, his great anthem for humanity, in 1971. The piano is part of the permanent exhibition about John Lennon, his music and Strawberry Field, which has media guides in multiple languages.
The 50th anniversary of “Imagine” falls this year, which adds extra appeal. A riveting feature of the exhibition, the upright Steinway, was owned by the late George Michael, who bought it and used it as a peace symbol on his world tours. Part of the George Michael estate, it is on long-term loan to Strawberry Field.
The Salvation Army still owns and manages the site, but the former children’s home has given way to an award-winning visitor centre. The serene gardens where visitors can relax and reflect provide a contrast to the exhibition’s rich array of images and filmed interviews from witnesses to the story, including John’s sister Julia Baird, Honorary President of Strawberry Field.
This is a must for any Beatles fan, but also for fans of responsible tourism and an environment of wellbeing. Profits from the visitor centre help to fund the onsite training hub, which supports those with learning difficulties or other barriers to employment to find work.
Strawberry Field is arguably one of the most advanced attractions in accessibility in the UK. Facilities include new tours for the visually impaired, equipment to support the hard of hearing, full wheelchair access, a Changing Places toilet of 12 square metres – one of only several in the country – and all video content has added captions.
The Imagine More Café, with both indoor and outdoor seating, serves food sourced in the area. The shop includes exclusive locally-designed Strawberry Field merchandise.
Julius Wolff-Ingham, Fundraising and Marketing Director for The Salvation Army, says:
“Strawberry Field weaves together educational, cultural, heritage and spiritual exploration in one bold, imaginative site. It’s a vibrant visitor experience, which we hope will inspire people today as much as the place inspired the young John Lennon.”
To find out more, visit the website www.strawberryfieldliverpool.com
-ENDS-
NOTES TO EDITORS
- To arrange a meeting or for travel trade commission rates and bookings, please contact:
Ginette Goulston-Lincoln, Travel Trade Consultant
[email protected] Tel: +44(0)7958 448 002
- Media enquiries please contact The Salvation Army Strawberry Field Press Team:
Laura Taylor, Marketing & Communications Manager, Strawberry Field
[email protected] Tel: +44(0)7770 092552
Location – Beaconsfield Rd, Woolton, Liverpool L25 6EJ
The Salvation Army is an international Christian church and registered charity which has been transforming lives for more than 150 years. Working in 132 countries worldwide, The Salvation Army offers friendship, practical help and support for people at all levels of need. In the UK and Republic of Ireland this work includes more than 750 community churches and social centres. Registered Charity Nos. 214779, 215174 and in Scotland SC009359, SC037691. For more information visit the website www.salvationarmy.org.uk
FACT SHEET
Covid-19
- Strawberry Field has re-opened with Covid-19 safety measures in place. Please visit the website to find out more.
- Covid-19 compliant, Health and Safety accredited #GoodToGo
The Salvation Army and Strawberry Field
- Strawberry Field was purchased by The Salvation Army in 1934. The organisation opened the site as a children’s home in 1936 and for nearly 70 years the site supported some of Liverpool’s most vulnerable children until it closed in 2005.
- A young John Lennon lived nearby and played in the grounds. It eventually inspired him to write the song Strawberry Fields Forever.
- The Salvation Army is an international Christian church and registered charity which has been transforming lives for more than 150 years. Working in 132 countries worldwide, The Salvation Army offers friendship, practical help and support for people at all levels of need. In the UK and Republic of Ireland this work includes more than 750 community churches and social centres. Registered Charity Nos. 214779, 215174 and in Scotland SC009359, SC037691. For more information visit the website salvationarmy.org.uk
Groups
- Groups are parties of 10 or more
- The new centre is open every day, except Monday when open for private tours or events only
- Christmas booking is available – contact us for details
- Media guides are available in English, Brazilian Portuguese, French, Mandarin and Spanish
- Parking is available off site – visitors are dropped off and collected at a designated layby
- Recommended visit time is 1-2 hours
- Fully commissionable, flexible booking
The grounds and interactive exhibition
- The iconic site opened its gates to the public for the first time in 2019. Strawberry Field now serves as a unique addition to Beatles tourism with responsible tourism and wellbeing at its heart.
- The new site is home to an interactive visitor exhibition, a café, a shop and calm garden spaces for reflection.
- Strawberry Field is a short drive from the city centre, close to Mendips – John Lennon’s childhood home – and good as first or last stop on Liverpool city tour
- Visitors can learn about the site’s history and connection with The Salvation Army, with exclusive insights into the former Salvation Army children’s home, John Lennon’s childhood and the writing and recording of the famous song, as told by John’s close friends and family.
- Brand new to the exhibition, John Lennon’s ‘Imagine’ piano, on loan from the George Michael estate.
- The Imagine More Café, open for light refreshments, breakfast, lunch and afternoon tea, sourced from local producers.
- The shop stocks a wide range of exclusive Strawberry Field memorabilia.
- The gardens, where John Lennon used to play as a child.
- The original iconic red gates have returned to the site after an absence of 10 years and are situated in the gardens.
- New pre-arranged tour guided by a trained staff member for the visually impaired, alongside a number of new accessibility features.
- Responsible tourism – profits from the visitor experience go towards funding Steps at Strawberry Field, a series of programmes aimed at those with learning difficulties or other barriers to employment.
- To arrange a meeting or for travel trade commission rates and bookings, please contact:
and interactive exhibition
- The iconic site opened its gates to the public for the first time in 2019. Strawberry Field now serves as a unique addition to Beatles tourism with responsible tourism and wellbeing at its heart.
- The new site is home to an interactive visitor exhibition, a café, a shop and calm garden spaces for reflection.
- Strawberry Field is a short drive from the city centre, close to Mendips – John Lennon’s childhood home – and good as first or last stop on Liverpool city tour
- Visitors can learn about the site’s history and connection with The Salvation Army, with exclusive insights into the former Salvation Army children’s home, John Lennon’s childhood and the writing and recording of the famous song, as told by John’s close friends and family.
- Brand new to the exhibition, John Lennon’s ‘Imagine’ piano, on loan from the George Michael estate.
- The Imagine More Café, open for light refreshments, breakfast, lunch and afternoon tea, sourced from local producers.
- The shop stocks a wide range of exclusive Strawberry Field memorabilia.
- The gardens, where John Lennon used to play as a child.
- The original iconic red gates have returned to the site after an absence of 10 years and are situated in the gardens.
- New pre-arranged tour guided by a trained staff member for the visually impaired, alongside a number of new accessibility features.
- Responsible tourism – profits from the visitor experience go towards funding Steps at Strawberry Field, a series of programmes aimed at those with learning difficulties or other barriers to employment.
- To arrange a meeting or for travel trade commission rates and bookings, please contact:
Ginette Goulston-Lincoln, Travel Trade Consultant
[email protected] Tel: +44(0)7958 448 002