Ryan Reynolds, the Hollywood actor best known for his role as Deadpool, has brought more than just star power to Wrexham. In the four years since he and co-owner Rob McElhenney took over Wrexham AFC, the Welsh city has experienced a staggering transformation, with tourism earnings tripling to an estimated £179 million in 2023. This remarkable economic growth has been attributed to the club’s success on the field and the global popularity of the Disney+ documentary Welcome to Wrexham, which has captivated audiences worldwide.
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A Catalyst for Change
When Reynolds, 48, and McElhenney, 47, took ownership of Wrexham AFC in 2020, few could have anticipated the profound impact their involvement would have on the community. At the time, Wrexham’s tourism revenue stood at £49 million. Just four years later, the figure has skyrocketed, driven by a surge of 2 million visitors—a 21% increase from previous years.
The Disney+ series Welcome to Wrexham has been hailed as a driving force behind this transformation. Chronicling the club’s rise from the National League to League One, the documentary has shone a spotlight on Wrexham’s rich history and culture, drawing fans and curious travelers alike to the city.
Joe Bickerton, Wrexham County Borough Council’s destination manager, emphasized the documentary’s impact. “The Welcome to Wrexham documentary has acted as a catalyst for many, and the city has stepped up to embrace visitors,” he said. “People might come because they’ve seen certain aspects on the documentary, or they might now be interested to see what Wrexham is all about.”
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Record-Breaking Growth
The numbers speak for themselves. In 2023, Wrexham’s tourism revenue was nearly £90 million higher than in 2012, and the city’s 21% growth rate last year made it the best-performing local authority in Wales for visitor growth. While such a leap is considered an anomaly compared to the typical 5-6% annual increase, it highlights the exceptional impact of Reynolds and McElhenney’s ownership.
Tourism has not only boosted Wrexham’s economy but also supported 1,758 hospitality jobs, providing a significant lift to the local workforce. Restaurants, hotels, and shops have flourished, benefiting from the influx of visitors eager to explore the city’s attractions and immerse themselves in its football culture.
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A Global Reach
Reynolds and McElhenney have expanded Wrexham’s reach far beyond the football pitch. The duo’s acquisition of the Wrexham Lager brewery has added another dimension to their efforts to promote the city. By launching the historic 140-year-old beer in 29 U.S. states, they hope to introduce a taste of Wrexham to a global audience.
The brewery’s story is as intriguing as the club’s. Wrexham Lager was once the only beer served on the Titanic’s ill-fated maiden voyage. Reynolds and McElhenney aim to turn this historic brand into a symbol of Wrexham’s revival, blending heritage with modern appeal.
Ambitious Plans for the Future
The Hollywood co-owners are not resting on their laurels. They have outlined plans for a 55,000-capacity stadium, which would dwarf even Manchester City’s home ground. This ambitious project underscores their commitment to investing in Wrexham’s future, both on and off the pitch.
“It’s not just about the football club,” Reynolds explained in a recent interview. “It’s about the community, the people, and creating something that can last for generations.”
Their dedication has won praise from fans and locals alike. By revitalizing the football club and injecting new energy into the city, Reynolds and McElhenney have become more than just co-owners; they are seen as champions of Wrexham’s transformation.
The Welcome to Wrexham Effect
The Welcome to Wrexham documentary has played a pivotal role in putting the city on the map. By chronicling the highs and lows of the club’s journey, the series has resonated with viewers across the globe, showcasing Wrexham’s charm and resilience. From back-to-back promotions to heartfelt moments with fans, the show captures the essence of what makes Wrexham special.
This newfound visibility has translated into tangible benefits for the city. Tourists are flocking to Wrexham not just for football but also to experience its vibrant culture, historic landmarks, and welcoming community. Local businesses have adapted to meet the growing demand, offering unique experiences that reflect the city’s character.
Challenges and Opportunities
While the growth in tourism has been overwhelmingly positive, it also presents challenges. Infrastructure must keep pace with the influx of visitors, and the city must ensure that its charm and authenticity are preserved amidst rapid development. However, these challenges also represent opportunities to build a sustainable future for Wrexham.
The success of Welcome to Wrexham and the economic boost it has generated underscore the potential for other small cities to leverage cultural and sporting assets. Wrexham’s story serves as a blueprint for how strategic investments and storytelling can revitalize a community.
Ryan Reynolds and Rob McElhenney have achieved more than anyone could have imagined when they took over Wrexham AFC in 2020. By combining Hollywood star power with genuine care for the community, they have turned Wrexham into a global phenomenon. From trebling tourism earnings to preserving local heritage, their impact is undeniable.
As Wrexham continues to thrive, its residents and fans can look forward to a bright future, fueled by the passion and vision of two unlikely football club owners. In Ryan Reynolds’ own words, “This is just the beginning.”
