A CENTENARY celebration by the world-famous Morgan Motor Company will be held more than 30 miles away from the car's Malvern home.

Cheltenham Racecourse will host thousands of guests for the company's Centenary Celebration Weekend in July 2009, it has been announced.

Robin Elt, chairman of The Malverns Experience, said it was a disappointing decision.

"It's an absolute tragedy that the home of Morgan will not host the celebration of its anniversary," he said.

"Along with water, music and the hills, the brand is a major part of the town's identity."

Town centre manager Anthony Collis agreed the event should be held in Malvern.

"I would have thought the Three Counties Showground would have been just as appropriate," he said.

Nick Vincent, Three Counties Agricultural Society chief executive, said he believed the showground could have met the event's requirements.

"We're quite disappointed," he said "It will be a very prestigious occasion."

Morgan has set up a centenary committee to oversee the celebrations.

Committee member Sarah Kitley said members had considered the Three Counties but the Cheltenham venue had been chosen for geographical and size reasons.

She said the racecourse's Centaur Centre was the most suitable venue for the gala dinner, which 1,200 guests will attend.

"We had a long, hard debate when the committee was set up and decided the location was close enough to be considered not too far away," she said.

She stressed the company was holding other events in Malvern throughout the year. The event is expected to attract massive interest from all over the world, and Morgan has already booked more than 2,000 hotel beds in the Cheltenham and Malvern areas.

A provosional calendar of events throughout 2009 has been announced, with more still to be confirmed.

January: Invitation-only opening ceremony at the Morgan factory.

February: MSCC annual dinner.

March: Morgan supplier day.

April: Visitor days at factory.

May: Morgan dealer day.

June: Family fun day.

July/August: Civic reception at Malvern Theatres, hill climb weekend, Centenary celebration in Cheltenham.

September: Morgan Three-Wheeler Club annual dinner.

October: Thanksgiving service at Malvern Priory.

November: Charity event to be announced.

December: Centenary dinner for employees old and new.