Travel trade and groups

Gates Open for FITs and Groups

Strawberry Field Wins Major Award!

We’re incredibly excited to announce that the iconic Strawberry Field has won Small Visitor Attraction of the Year at the Liverpool City Region Tourism Awards! 

Here's what the judges had to say: “This attraction was a rare find, a destination that houses not just a great tourist attraction but also engages their community and offers a place of sanctuary in its indoor and outdoor spaces. A special place and a truly deserving winner”.

Sue Harvey, commercial manager at Strawberry Field, said:

“Since Strawberry Field opened as a visitor attraction in 2019, the team have worked hard to make sure that every visitor receives the best welcome. Strawberry Field has a unique offer recognising John Lennon’s legacy of peace and represents a unique model of responsible tourism, with proceeds from the attraction funding our work supporting young people into employment. We are delighted that Strawberry Field’s success has been recognised in a city with so many brilliant attractions offering a great experience to visitors.”

Ginette Goulston-Lincoln, our travel trade consultant is on hand to discuss your travel programmes for groups and FITS. Please contact Ginette on ginette@goulston-lincoln.com or +44(0)7958 448 002. 

Tickets and pricing

Fully commissionable to the travel trade, groups and FITs. For special travel trade commission rates and flexible bespoke packages for FIT/group bookings and to arrange contracts please contact Ginette. Terms & Conditions apply. We offer flexible booking arrangements. VAT/purchase tax is inclusive. 

• Students under 16 years and children are admitted free with a paying adult. All children must be accompanied by an adult.
• School/high school groups are charged at the concession rate
• Drivers, leaders and carers are admitted free of charge
• All groups must be pre-booked. Admission rate includes media audio guide available in English, Brazilian Portuguese, French, Mandarin and Spanish

Additional information

Opening hours

Please see plan your visit for up-to-date information on opening hours and closures.

Average duration: 1 hour - 1 hour and 30 minutes

About Strawberry Field

Strawberry Field, the site immortalised by John Lennon in The Beatles’ hit, Strawberry Fields Forever, opened its iconic red gates to the public for the first time in September 2019. Previously the site of a Salvation Army children’s home where the young John Lennon played in the grounds, it now serves as a unique addition to Beatles tourism. Complete with a visitor exhibition, café, shop, gardens and – with responsible tourism at its heart - the Steps at Strawberry Field programme that works to continue the tradition of giving back to the local community. Our iconic red gates are open for good. 

Strawberry Field was named Small Visitor Attraction of the Year at the Liverpool City Region Tourism Awards 2023, It was one of The Guardian’s Fab Finds of the Year (Dec 12 ’19 Guardian Travel), was also recognised as one of the best-loved attractions in the UK when announced as Tourist Attraction of the Year at the inaugural inews Staycation Awards November 2019 and was commended in the Neighbours and Employees category for WTM Responsible Tourism Awards 2020. The Strawberry Field site weaves together educational, cultural, heritage and spiritual elements in one site to continue inspiring future generations to come. 

We look forward to discussing your requirements.

Responsible Tourism

Steps at Strawberry Field comprises of four person-centred programmes offering employment, work experience, volunteering and training opportunities to young people across the local Liverpool City Region. Remaining true to the tradition of giving young people every best chance to succeed in life, Strawberry Field is perpetuating this legacy of care and support through these programmes which include the Steps to Work training and work placement programme for young people with learning difficulties and other barriers to employment. 

By visiting Strawberry Field, your groups and FITs are directly contributing to our community work.

Accessibility

Strawberry Field is arguably one of the most advanced attractions in accessibility in the UK and we are open and accessible to everyone, thanks to a number of impressive features. Features include new tours for the visually impaired, equipment to support the hard of hearing, full wheelchair access, a changing places toilet of 12 square metres and all video content has added captions. 

Find out more here and contact us if you'd like to discuss any specific needs.

Visitor Highlights

'Imagine' Piano

The renowned Imagine piano is a monumental piece of musical history and fortunately chose Strawberry Field as its temporary home in October 2020. Since its arrival, we have welcomed thousands of visitors through our doors to witness the world-famous piece of memorabilia in real life. On loan from the estate of the late George Michael, the Imagine piano is a must-see for any music lover. Purchased by George Michael in 2000, it was always his intention that the precious musical instrument should be returned to Liverpool to be enjoyed by people in John Lennon’s home city, making the loan a real homecoming for this great piece of musical history.

The exhibition, café and gardens

Strawberry Field is a totally unique and authentic experience that offers a window into John Lennon’s childhood and the origins of one of the most loved and recognised Beatles songs of all time. The award-winning attraction is also home to beautiful tranquil gardens, offering a leafy oasis for visitors looking to relax in nature and escape the rush of the city’s streets and the everyday stresses of life. What can you see at the exhibition?

• Archival footage, photographs and timelines to showcase the history and heritage of Strawberry Field, The Salvation Army and the story of John Lennon.
• The original iconic Strawberry Field gates, housed in the garden.
• A chance to escape into the historic gardens, where a young John Lennon played as a child.
• Included in the exhibition are interviews with John Lennon’s sister Julia Baird, who is Honorary President of Strawberry Field, alongside a moving testimony from those who lived, worked and played at the site.
• Specialist media guides to totally immerse guests through the exhibition and gardens, available in French, Spanish, Brazilian Portuguese and Mandarin.
• The ‘Imagine More’ Café, a welcoming indoor and outdoor space that offers delicious dishes made with ingredients sourced from local producers.
• Music has returned to the gardens of Strawberry Field with the new Strawberry Field Bandstand. The unique bandstand design is based on the drum featured on The Beatles’ iconic album cover, Sgt. Pepper's Lonely Hearts Club Band. As well as this, the bass drum shape is a playful nod to the marching bands of The Salvation Army. Renowned pop artist, James Wilkinson created the artwork on the bandstand.
• A Ukrainian Peace Monument was unveiled at Strawberry Field in Liverpool during Eurovision in May 2023. It will be located in our historic gardens until it’s safe to move to its permanent home in Ukraine.
• New updated garden tour (included in the exhibition admission) uses soundscapes to offer visitors a chance to explore mindfulness and reconnect with nature. 

Group Features

• Groups are parties of 10 or more. 
• Group organiser/leader/driver admitted free of charge
• Coach drivers and group leaders receive a free hot drink
• Groups can spend anything from 1 – 1.5 hours exploring exhibition, shop, gardens and café
• Dedicated staff to organise all aspects of your visit
• Private tours are available on request
• Team assisted media guided tour available on request. Before your group’s visit please give us notice if you have anyone in your group who requires assistance with a device lead tour.
• Coach drop off / pick up at site
• Local coach parking is available. Visitors can be dropped off via a lay-by at the gate, however, coaches must park elsewhere. We recommend driving down Beaconsfield Road, turning left at the traffic lights and continuing down Menlove Avenue past the residential area, 400 yards on the left. We ask that you please be respectful to our neighbours when parking 

Location

Beaconsfield Road, Woolton, Liverpool L25 6EJ

Strawberry Field is a 20-minute taxi ride from Liverpool city centre and a short walk around the corner from Mendips (John Lennon’s childhood home). We are currently working on a self-guided walk of the local area of Woolton. Any questions please let us know.