Worcestershire CCC CEO Tom Scott says concerts being staged this summer are just the latest events in a longer term strategy to turn New Road into a venue "where there is always something on."
Already confirmed is the concert by superstar Olly Murs on June 25 for which already thousands of tickets have been snapped up via the Worcestershire CCC website.
And then on September 9 the County will stage a second 'Legends' concert with Billy Ocean one of the head-lining acts already confirmed.
Scott said Worcestershire CCC will also host a classical concert this summer, with one of the country's leading orchestras ( details to be confirmed shortly).
It is another step forward in the longer term strategy of Worcestershire to convert the County into a thriving 365 days a year business.
Scott said "There has been a lot of talk about this, it's now time to make it happen.
"We have signed off a concert with a leading orchestra who will perform at New Road in August.
"It is our hope that the three concerts, Olly Murs, the classical and the Legends, will reach the whole of the Worcestershire demographic.
"This forms part of our overall business plan which may take three to five years.
"We want the people of Worcestershire to know there is always an event on at New Road, something to please everyone, and make full use of the iconic location.
"Becoming the go to place for events both private and business is our ultimate goal.
"There is an opportunity to service local needs at the right price if we continue to deliver excellent customer service, something we have invested in during the winter.
"My wish is for people to visit the Worcestershire CCC website to see what's on at New Road on a weekly basis.
"We are not there yet but there are very strong indicators which suggest we are on the right path"