Businesses support Guildford Armed Forces Day with offers to welcome troops past and present

Businesses within Guildford town centre are offering a heroes’ welcome to members of the armed forces to support the national Armed Forces Day celebrations taking place in the town on Saturday 27 June.

Linking up with the national Heroes Welcome scheme and the official military Discount Defence Service, over 100 shops, cafes, bars, restaurants and other high street businesses are extending a range of special offers and discounts to all servicemen and women visiting Guildford.

The Heroes Welcome scheme, originally set up in 2008 and championed in Guildford by the Mayor, aims to provide a simple way to allow communities and organisations to express their acknowledgement and gratitude to armed forces communities in a direct and positive manner. The Discount Defence Service is the only official discount service for the armed forces and veterans community, working with both online and high street companies to offer discounts.

Delivered in partnership by Experience Guildford, the town centre’s Business Improvement District (BID), Guildford Borough Council and Guildford’s Civic Office, the promotions reinforce the importance of the military community to the town and demonstrate the collective support and welcome from its businesses.

From 25% discount at Bens Collectors Records, £30 off glasses and free eye tests at Vision Express and £1 entry to Guildford Spectrum and Lido, the offers represent a small thank you to the massive contribution the nation’s military personnel have made to the country.

Shops and businesses involved with the scheme will be proudly displaying ‘Heroes Welcome’ or ‘Discount Defence Service’ stickers in their windows. The scheme aims to add to the legacy of Guildford Armed Forces Day, with many of the offers remaining open and in operation for an extended period of time.

Commenting on the town centre’s support for Guildford Armed Forces Day, Stuart Craggs, Night Time Economy Manager at Experience Guildford says:

“We are proud to welcome our servicemen and women to Guildford and to be a part of such an exciting day of celebration. Guildford High Street will be centre stage for the day’s procession and our shops and businesses will all be waving the flag to welcome the armed forces, their families and visitors to the town. In collaboration with the town’s BID members, we are delighted to extend a range of exclusive offers to our military personnel which will celebrate the legacy of Guildford Armed Forces Day for years to come”.

Details of all the exclusive offers to support Guildford Armed Forces Day can be found at along with a full schedule of the day’s activities and entertainment.


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