A CENTENARY celebration by the world-famous Morgan Motor Company will be held more than 30 miles away from the firm'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, a group of businesses that promote the town, 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 that the event should be held in Malvern.

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

Three Counties Agricultural Society chief executive Nick Vincent 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 Showground but the Chelten- ham venue had been chosen for its size and location

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

"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 the company was holding other events in Malvern throughout the year.

The centenary is expected to attract massive interest from all over the world, and Morgan has booked more than 2,000 hotel beds in and around Cheltenham and Malvern. areas.

A provisional 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 celebrations 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.