THE chief executive of Malvern Theatres is on the lookout for partners in Europe to help the town become a Centre of Excellence and Culture.

Nic Lloyd is taking part in an effort to secure the designation for the town.

Last Thursday, Mr Lloyd met William Boughton, artistic director of the English Symphony Orchestra, and MEPs Philip Bushill-Matthews and John Corrie, to discuss strategies for becoming a centre of culture.

Mr Lloyd has numerous artistic contacts in Europe, particularly in Italy, and he hopes that these will prove useful in finding partners.

Becoming a centre of culture would be a great boost to the town's already thriving arts scene.

Mr Lloyd said: "I was very encouraged by the meeting. We are always trying to bring new arts material to Malvern and if this goes ahead, we will have increased opportunity and funding to do this."

Mr Bushill-Matthews said the European Youth Orchestra was a successful example of attracting partners from the continent.

The orchestra's efforts could be used as a template for Malvern's strategy, he said.

Proposals on how to become a a centre of culture will go before Malvern Hills District Council in the next few weeks.

Plans to resurrect the Shaw Festival are also underway, which would help to build the town's profile further.

Next year will be the 75th anniversary of the Malvern premiere of George Bernard Shaw's Applecart and Mr Lloyd hopes the festival will take place to commemorate this.

The first Elgar Festival, of which the Prince of Wales is patron, is being launched today at Mathon Lodge.

The five-day festival, in July next year, is being staged by the ESO.