From Magic Tricks to Elephant Poo: Showtown's Bold Approach Wins Exhibition of the year

Showtown Blackpool, in partnership with acclaimed exhibition designers Casson Mann Ltd, is overjoyed to announce that it has been awarded Permanent Exhibition of the Year at the prestigious Museums + Heritage Awards 2025.

This national recognition celebrates the exceptional creativity, innovation and deep community engagement behind the development of Showtown’s permanent exhibition – a bold, energetic and delightfully playful experience that captures the very soul of Blackpool.

Bernard Donoghue OBE, Director and Chief Executive of ALVA and judge for this year’s awards, said:
"The judges all felt that Showtown stood out for its innovation, creativity, the wonderful storytelling of Blackpool and its personalities, and its celebration of entertainment for all. What really came through was that Showtown is a place of joy, celebration and fun – and a testament to the passion and commitment behind it. This award is given to the best of the best – well done, Blackpool.”

Described further by the judging panel as “full of fun, laughter and a real celebration of local heritage… lively, engaging and unapologetically playful,” Showtown reimagines the museum experience. Visitors are immersed in the rich, eccentric and joyful history of Blackpool – from showbiz and circus acts to seaside magic and social history – in what has been dubbed the “museum equivalent of a thrilling arcade.”

The award marks the culmination of years of dedicated work, including extensive community consultation, creative content development, never-before-seen objects, and some truly unforgettable tasks – from testing magic tricks to sniffing elephant poo – all in service of telling Blackpool’s story with authenticity, humour and heart.

Spencer Phillips, Chairman of Showtown, said:
“It is an honour to receive such a prestigious accolade from the Museums + Heritage Awards.
 Showtown is a celebration of Blackpool and its unique place at the heart of entertainment – from magic and dance to circus, theatre, comedy and music. It’s a place of discovery and joy for the whole family, where visitors can immerse themselves in fun, learning, laughter and wonder.”

Casson Mann was pivotal in bringing Blackpool’s unique character to life, transforming bold ideas into an immersive, playful and visually stunning exhibition. It’s been a fantastic partnership – built on collaboration, trust and a shared passion for creating something truly special.

Gary Shelley, Project Lead and Director of Casson Mann said:
“We’re delighted that our project Showtown has been recognised as the Museums and Heritage Permanent Exhibition of the Year. It was a privilege to work with Blackpool’s community, whose stories are so central to British popular culture. This is a visitor attraction about a place where working people let their hair down and enjoy themselves! We loved the chance to tell a fun story in a fun way to audiences that are, in many ways, still very much part of the story”

This latest accolade adds to a growing list of achievements for Showtown. The museum was also named a finalist for the international Children in Museums Award, celebrating its engaging and inclusive approach to younger audiences. In addition, it was highly commended by the Civic Trust, with judges stating:

“By celebrating Blackpool’s rich past, Showtown has become a beacon of cultural regeneration, paving the way for a brighter future for this iconic seaside town.”

The Museums + Heritage Awards celebrate excellence across the cultural sector, recognising outstanding achievements in museums, galleries, heritage and cultural visitor attractions. Open to organisations of all sizes, the awards champion projects that are innovative, inclusive and impactful. For Showtown, this award represents far more than a trophy – it’s a powerful recognition of Blackpool’s vibrant spirit and a heartfelt tribute to the performers, communities, young people and passionate residents who make the town so iconic.

We hope all those who helped shape Showtown – from local performers and passionate supporters to the young people who brought fresh energy and ideas – feel as proud as we do. This achievement truly belongs to them.

Come and see what all the fuss is about as there's never been a better time to visit the award-winning museum everyone’s talking about.

Tickets start from just £4.50, with family tickets from £17.50, Experience for yourself why Showtown is the Permanent Exhibition of the Year.