Just outside Great Malvern, below the hills, lies the 90 acre Malvern Showground that is used for numerous events including the Malvern Spring Gardening Show, the Three Counties Show and the Malvern Autumn Show. It is operated by the Three Counties Agricultural Society that began back in 1797 to promote agriculture, horticulture and food production in the three neighbouring counties of Worcestershire, Gloucestershire and Herefordshire. The Showground was acquired more recently in 1957.
A £1m facility called the Three Counties Centre has recently been opened at the Malvern Showground site. This modern spacious centre comprises 2,900 square metres of multi-functional accommodation over two levels, including an executive boardroom and break out suites. The centre can be hired for business conferences, exhibitions or private parties and events.
In 2010 the Malvern Spring Show celebrated its 25th anniversary.