Gretna Green Adapts to Changing Wedding Trends with Major Investments
According to recent statistics from the ONS, the percentage of adults in England and Wales who are married has dipped below 50% for the first time. This decrease may be attributed to the rising expenses associated with weddings, which averaged £20,700 last year—up 20% from 2021, as highlighted in a survey by Hitched.co.uk.
The town of Gretna Green, located just beyond the Scottish border in Dumfries, has a long-standing reputation as a getaway for couples seeking to elope, a tradition that has persisted since the 18th century. In response to a growing interest in more intimate, budget-friendly weddings, the family-operated business managing the historical blacksmith’s shop is poised to invest £8 million in its facilities to meet this demand.
John Holliday, the executive chairman of Gretna Green Ltd, noted that the typical cost for a wedding at Gretna is around £2,000. This lower price point is partly due to the fact that nearly half of the 3,750 ceremonies conducted this year will involve only the couple. Most weddings accommodate between two and 20 attendees.
Holliday indicated that Gretna is strategically positioned to benefit from the trend towards smaller ceremonies. Last year, the number of weddings hosted at Gretna increased by 5%, contrasting with a national decline in marriage rates in Scotland, leading to a 10% rise in revenue. His goal is to double the size of the business over the next five years.
“While economic pressures are evident, marriage itself is a fundamental choice. The scale of the wedding may be adjustable, with couples favoring a more enjoyable experience with fewer guests,” he explained.
The planned £8 million investments include creating a more inviting entrance for the wedding venue; currently, guests staying in one of the two on-site hotels must navigate a main road to access the blacksmith’s shop and other wedding rooms. Additionally, the project will introduce a new restaurant and landscaping, along with plans for a functioning blacksmith’s shop and other tourist attractions, which will enhance the appeal of Gretna, which already welcomes half a million visitors each year beyond its wedding parties.
This development will be independently funded, with Gretna reporting a revenue of £14.4 million in the previous financial year from its farms and various business ventures.
Holliday is also drawing inspiration from destinations like Las Vegas, known for its wedding culture. “I’m attending a wedding fair in Vegas soon, and I want to explore what could be limiting for Gretna Green’s growth. One factor is its remote location, so we need to enhance its appeal as a destination,” he said.
Unlike Las Vegas, however, prospective couples must adhere to strict paperwork requirements to marry in Gretna, with a Scottish government form that takes 29 days to process.
Moreover, Gretna sees potential growth not only among young couples but also among those looking to renew their vows. The company conducted 460 vow renewal ceremonies last year—double that of the previous year—reflecting a burgeoning trend that Holliday believes will continue. “With about 40% of marriages ending in divorce, reaching milestones like twenty years together prompts people to celebrate and renew their commitments,” he stated.
Coping with workforce retention, a challenge that many hospitality businesses face—especially in rural settings—has been a priority. Gretna currently employs 280 individuals. Holliday took steps to engage with each employee directly to identify areas for improvement and has initiated a future leaders club aimed at nurturing promising team members. Experts from Sky, McKinsey, and O2 have contributed insights to enhance skills like creativity and customer service.
After the passing of former executive chairman Alasdair Houston in 2022, Holliday stepped into the leadership role. His career path has included stints as a professional footballer as well as a journalist for prominent organizations such as Sky, ITV, and Bloomberg.
Reflecting on his journey, Holliday acknowledged the surprising nature of his career shift. Yet he has fully embraced the concept of “selling love,” underscoring that Gretna’s mission is to bring happiness to others while also building a sustainable future for the business. “We don’t need to invent a corporate ‘purpose’—we exist to foster joy. While Gretna is steeped in history and tradition, we are also committed to progressing into the future,” he concluded.
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