Voices

Written on a card at The Square, and typed up unedited.

We hand out a card at the end of every walk and ask for the thing that surprised you. It is a better question than "how many stars".
What people say when they get back to the statue

Four of them, named with permission, from walks across the last two seasons.

GL
Gwen Lassiter
Shuts & Passages, October

I have lived here twenty-six years and Peg took us down four passages I did not know existed, one of which comes out behind my own dentist. She also settled an argument my husband and I have been having about the Bear Steps since 2009.

RA
Rev. Andrew Coleby
Darwin's Shrewsbury, August
Google

The section on the school records was worth the ticket on its own — she had the actual admissions ledger photographed on her phone and read us what his headmaster wrote about him. Nobody on a walking tour has ever shown me a primary source before.

MK
Marta Kowalczyk
1403: The Battle, first Saturday in June

Owen let my son hold the longbow at Battlefield church and he has talked about nothing else since. Two and a half hours and a nine-year-old did not once ask how long was left, which I would call conclusive.

H&
Hilary & Don Beckett
Private walk for a birthday, September
Verified buyer

We booked the private walk for my mother turning eighty and asked whether they could go slowly and sit down twice. They had already planned both, plus a bench I did not know about behind St Julian’s, and nobody was made to feel like a nuisance.

More, in their own words

Cards and Google reviews since 2023.

Frances Udall · Ghost Signs & Shopfronts

★★★★★

“Seventy-five minutes and I will never again walk up Mardol without looking above the fascias. Isla has photographs of what each sign looked like in 1904 and holds them up in front of the wall.”

The Ludlow U3A history group · Private walk

★★★★★

“Twenty of us, average age about seventy-two, and they had worked out the bench stops before we arrived. Not one person was left behind or made to feel slow.”

Slide 1 of 3

What we ask, and the numbers we actually watch

The card has one question on it: what surprised you? We stopped asking people to rate the walk out of five in 2018 because the answers were uniformly kind and uniformly useless, and because a five-star average tells a prospective walker nothing except that the guide was nice. "What surprised you" produces something we can act on. It is how we learned that nobody could hear at the back on Wyle Cop, which is why we now stop in the doorway of number 34 instead of on the pavement; it is how we learned that the plague-pit story landed better before the churchyard than after it; and it is how we found out that half of the people on the Darwin walk had no idea he was born here at all, which changed the first five minutes permanently. The numbers we watch are these. In 2025 we walked 4,100 people. Two hundred and six of them had walked with us before, which is the figure we care about most, because a town’s own residents coming back is the only review that cannot be bought. Nineteen school groups came out. Eleven walks were cancelled, all for wind or ice. Three people asked for their money back in fourteen years and got it without an argument. We do not publish an average rating and we would be a little suspicious of anyone in this trade who does.
“Twenty of us, average age about seventy-two, and they had worked out the bench stops before we arrived. Not one person was left behind or made to feel slow.”
The Ludlow U3A history group · private walk
Next walk

Saturday, eleven o’clock, by the statue.

Book online, or simply turn up ten minutes before and pay Peg on the pavement — we hold four places on every walk for people who did the second thing. Wear something you can walk a mile and a quarter in.
Book a walk07700 900316
The Bellstone Rooms, 14 Barracks Passage, Shrewsbury SY1 1XA · Walks run February to November