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The visitor centre at Redditch’s Arrow Valley Countryside Park is set to be managed by the Borough Council’s Leisure Company as part of innovative moves to improve services for residents.

From April 1 Rubicon leisure will run the facility, in partnership with the Council, alongside Palace Theatre, Forge Mill Museum, the Abbey Stadium, Pitcheroak Golf Course and a number of community centres.

The Borough Council’s Portfolio Holder for Leisure & Cultural Services, Cllr Mike Rouse, said: “Creating Rubicon Leisure is an innovative move for our Council, and transferring the much-loved Arrow Valley Visitor Centre to its management portfolio makes a lot of sense. It will still be owned by the Council, but Rubicon will run it for us."

"I have been very clear that our residents and visitors to Redditch want a good quality experience that demonstrates our town as an attractive leisure destination.

"Working together, the Council and Rubicon will further unlock leisure across the Borough.”

Rubicon’s Managing Director John Godwin said: “We have already made great strides in improving our services for our customer and we are looking forward to bringing the visitor centre under the Rubicon banner.

“We have big plans for the future and will be looking to start to implement these for the ready for the summer”.

Rubicon Leisure was launched on December 1 and is a Local Authority Trading Company (LATC) with the Council retaining ownership of the buildings.

It’s like a limited company which is owned, and has a business plan, set by the council, but that can act like a private company in certain ways.