VAC 2022

THE ANNUAL NATIONAL CONFERENCE  OF VISITOR ATTRACTIONS

Thursday, 13th October 2022

Join us at our new conference location! 

The International Conference Centre, Birmingham

ANNUAL VISITOR ATTRACTION CONFERENCE VAC 2022

Join us at our new conference location for VAC 2022!
THURSDAY 13TH OCTOBER – THE ICC BIRMINGHAM

VAC 2022

The National Visitor Attractions Conference – VAC 2022, is now returning for its 19th year and will be held in Birmingham in another of the UK’s leading conference centre – The ICC.

Register for VAC 2022 now! Only £249 plus VAT 

Group discounts are available plus assisted places for students on proof of status, please contact the organisers for further information.

VAC 2021 saw leading speakers like the CEO of Merlin Entertainments and the Director General of the National Trust join industry stalwarts like Bernard Donoghue and Paul Kelly in what was a triumphant return for VAC to the QEII Conference Centre after “Virtual VAC” in 2020.

Since 2004, VAC has been the leading networking and learning event for visitor attractions in the UK.  And with a move The International Convention Centre Birmingham in the heart of the UK, we expect the conference to attract an even wider range of visitor attraction managers and directors. 

VAC will take place at The ICC Birmingham on Thursday 13th October 2022, and with the last two years having tested even the strongest of businesses, VAC gives every single attraction the chance to tailor your own business’s operations and marketing to the massive changes which have taken place – and continue to take place – in the market and the sector.

At VAC 2022 we’ll be exploring topics such as…
  • The Green Agendafollowing last October’s COP26 Summit, new “green targets” in sustainability and carbon-offsetting across the sector
  • HR Innovation including how to win at recruitment, retention and motivating your workforce
  • Recovery Marketing and how the cost of living crisis is affecting UK attractions
  • Audience Segmentation post-covid – how much has it really changed?
  • Dynamic Pricingand its impact on revenue management in your attraction
  • Digital Marketing for the New Age – what’s next after Tik Tok?
  • Latest Tourism Legislation and Policy – what will matter to you and your team?
  • VisitEngland Briefing – on marketing for 2023 both in the UK and overseas
  • Accessbility for all – including case studies of autism and dementia-friendly visitor attractions
  • Market Insights, Trends & Growth Markets for 2023and how best to reach them
  • Retail Excellence – in-shop and via virtual sales channels

 

And lots more presentations, panels, interviews and discussions on running and marketing visitor attractions!

Delegate bookings for VAC 2022 at The ICC Birmingham are open now

2021 Conference Gallery at the QE11

Conference and Venue

Our industry must work together, now more than ever, to bounce back stronger and deliver more exciting, creative and enticing ventures. Last year’s VAC 2021 was an excellent opportunity to learn, share and promote the innovative strategies that are being developed within our industry to inspire the public to visit again safely, yet enthusiastically.

Bringing the Industry Together in Person to Rebuild

Organised by the industry for the industry, we are delighted to announce our new venue for VAC 2022, The ICC, Birmingham! We are excited to see you there to provide once again an exclusive opportunity to meet together in person, to share insights, data and innovative thinking at a time when our businesses need it most. Join us for more networking at the end of day drinks!

Returning for its 19th year, The Annual National Conference of Visitor Attractions is the leading networking event for visitor attractions. We are privileged to invite back to VAC, our UK and international attendees, partners and exhibitors, to a take part in delivering a wider industry perspective on how best to recover from the effects of COVID-19 and to thrive in future years.

Who is it for?

The expertise and creative ideas we will share is relevant to all organisations offering visitor attractions – large and small. From parks and gardens, historical or heritage centres, theme parks, museums and galleries, zoos or science and discovery centres, sharing best industry practice at VAC 2022 will help attractions managers and directors plan their recovery from the last 18 months of uncertainty and poor trading, enabling all of us to enter a brave new world with increased confidence.

VAC 2022
VAC 2022 Birmingham ICC

The ICC Birmingham

ANNUAL VISITOR ATTRACTION CONFERENCE VAC 2022
ANNUAL VISITOR ATTRACTION CONFERENCE VAC 2022
ANNUAL VISITOR ATTRACTION CONFERENCE VAC 2022

VAC Committee

Janet Uttley

Head of Business Support Transformation – Visit England

Janet is currently Head of…

Ken Robinson CBE

VAC Founder

Ken Robinson is an independent…

Paul Kelly

Chief Executive – BALPPA

Having been with BALPPA for…

Liz Terry CEO of Leisure Media

Liz Terry MBE

Managing Editor – Attractions Management

Liz Terry MBE is the…

Bernard Donoghue OBE

Chief Executive, ALVA

Bernard has been the CEO…

Janet Uttley

Position: Head of Business Support Transformation – Visit England
Categories: VAC Committee

Janet is currently Head of Business Support Transformation at VisitEngland. Moving away from tourism for a short while it was very evident that would not last, recognising that no other sector delivers the same buzz and drive than being frontline in tourism.

With broad experience in the industry, both with the national tourist board, VisitEngland and in the attractions sector, Janet has worked for the RHS, IWM, Vardon (now Merlin) and Aspro Ocio. From gardens and grass car parks to 25ft sand tiger sharks, Janet understands the challenges faced by the industry having led volunteers and teams to drive up secondary spend and grow memberships through targeted and focused campaign delivery.

With a passion for tourism, her true drive is building and shaping partnerships in collaborations that deliver results. Most recently she has led the development and rollout of the ‘We’re Good To Go’ industry standard work, building at pace a project in collaboration with 45 industry bodies, that is supporting the industry through COVID-19 recovery.

Ken Robinson CBE

Position: VAC Founder
Categories: VAC Committee

Ken Robinson is an independent adviser who speaks and writes on tourism topics. As a long time enthusiast for the benefits of tourism, and a specialist in Visitor Attractions, he started the National Conference and is a Board member of the not-for-profit company that arranges the Conference for the industry today.

Ken has over 50 years operational experience in commercial and charitable attractions, in the Heritage, Museum and Leisure sectors, in the UK and overseas, and has a keen interest in strategies to optimise the economic, social and cultural benefits of tourism. Ken participates actively in industry working groups and has advised the UN’s International Trade Centre, on national and destination Tourism strategy development. Ken was a Board Member of the Tourism Society and Chair of its Think Tank, and Chair of the Tourism Alliance.

He is a Board member and former Chair of Tourism South East, and a Board member or Trustee of several other Tourism bodies. Ken was appointed CBE for services to Tourism in 1997, and awarded an Honorary Doctorate in 2014.

Paul Kelly

Position: Chief Executive – BALPPA
Categories: VAC 2022 Speaker, VAC Committee

Having been with BALPPA for 10 years and working with VAC for that amount of time as well, Paul sees it as a a great opportunity for VAC to be hosted in Birmingham.  Starting life in Thorpe Park in the 80’s and then moving on to the London Eye for its opening around the millennium, he has  always been involved with visitor attractions.  Several more years working within Merlin both in the UK and abroad, mainly on business development, meant that a continuation within the industry was inevitable.  Being a BALPPA member for 30 years means that he knows a number of the great attractions in and around Birmingham and is delighted that there is the opportunity to showcase their city at VAC ‘22.  Being Chair of the organising committee at VAC keeps Paul in touch with all aspects of the attractions industry.

Liz Terry CEO of Leisure Media

Liz Terry MBE

Position: Managing Editor – Attractions Management
Categories: VAC 2022 Speaker, VAC Committee

Liz Terry MBE is the CEO of Leisure Media, the magazine, book and web publisher. She joined the then embryonic company as an editorial assistant in 1983, became a director in 1987 and owner and CEO in 1997.

She was appointed MBE for services to publishing in 2007 and an Honorary Fellow of the Tourism Society in 2015 and dedicated both to her team.

Liz has supported the Visitor Attractions Conference as a service to the industry since its inception.

Leisure Media’s title, Attractions Management, has been documenting the growth and development of the attractions sector since it was first published in 1992 and is proud to be an official supporter of VAC.

Attractions Management publishes a daily news website, quarterly magazine, twice monthly news magazine and annual handbook.

Bernard Donoghue OBE

Position: Chief Executive, ALVA
Categories: VAC 2022 Speaker, VAC Committee

Bernard has been the CEO of the UK’s Association for Leading Visitor Attractions, since 2011 following a career in advocacy, communications, and lobbying, latterly at VisitBritain.  In 2017, the Mayor of London appointed Bernard to be the Mayor’s Ambassador for Cultural Tourism and a member of the Mayor’s Cultural Leadership Board. He is Co-Chair of the London Tourism Recovery Board, tasked with the sustainable recovery of London’ s visitor economy, created in February 2021.

Bernard is currently  Chair of the Board of the Bristol Old Vic theatre, the oldest continually working theatre in the English-speaking world,  and also of the People’s History Museum, the Museum of Democracy.  In July 2021, he won the public vote for the COVID Special Recognition Award from the UK Museums and Heritage Awards for his service to, and leadership of the museums and heritage sector in the UK during the pandemic. Bernard was awarded an OBE in HM The Queen’s Platinum Jubilee Birthday Honours in 2022 for ‘services to tourism and to culture’.

 

Social Event

This year, not only has VAC travelled to Birmingham, we’re also hosting a complimentary Pre-Event Networking Reception (kindly sponsored by ALVA) which will be held at the beautiful Birmingham Museum & Art Gallery to give you more time to network and mingle. Come join us on Wednesday, 12 October 2022 from 6pm – 7.30pm.

We also have the usual Conference Reception held at the end of the conference between 5pm – 6.30pm on Thursday, 13 October 2022 at the Hall 4 Foyer, ICC Birmingham.

We look forward to seeing you there!

VAC 2022
VAC 2022 Pre-Event networking reception will be held here in the Museum & Art Gallery

VAC Programme

VAC 2022 will feature a full programme of conference sessions and networking/refreshment breaks from 9.30am to 5pm on Thursday, 13th October, with complimentary drinks and further networking until 6.30pm. 

If you would like to be kept updated about the VAC 2022 annual conference please subscribe to our newsletter

Our VAC 2022 speakers include…

  • Paul Kelly, Chief Executive, BALPPA, the British Association of Leisure Parks, Piers & Attractions
  • Bernard Donoghue OBE, CEO & Director, ALVA, the Association of Leading Visitor Attractions
  • Andy Street CBE, Mayor of the West Midlands
  • Richard Nicholls, Head of Research & Forecasting, VisitBritain/VisitEngland
  • Jon Young, Research Director, BVA BDRC
  • Patricia Yates, CEO, VisitBritain/VisitEngland
  • Andrew Lovett OBE, Director of the Black Country Living Museum and Chair of the Association of Independent Museums (AIM)
  • Liz Terry MBE, Managing Editor, Attractions Management
  • Tina Lewis, Director of People, National Trust
  • Judith Owens, Chief Executive, Titanic Belfast
  • Abbi Ollive, Head of Marketing, Sales and Programming, Castle Howard
  • Andy Povey, Managing Director, Convious
  • Robin Cantrill-Fenwick, Chief Executive, Baker Richards
  • Tim Desmond, Chief Executive, National Football Museum
  • Christopher Earlie, Director of Tower Bridge
  • Callum Lumsden, Founder & Creative Director, Lumsden Design
  • Julie Molloy, Managing Director, National Gallery Global Limited 
  • Andy Headington, Chief Executive, Adido
  • George Finlay, Farm Supervisor, Matlock Farm Park & England’s “Tourism Superstar” for 2022
  • Lesley Morisetti, Director, Morisetti Associates
  • Martin Howe, CEO & Co-Founder, Dapper Labs
  • Kate Nicholls OBE, Chair, The Tourism Alliance
  • Georgina Rae, Director of Planning & Projects, Chichester Festival Theatre
  • Dominic Hare, CEO, Blenheim
  • Zak Mensah, Co-CEO, Birmingham Museums & Art Gallery

Speakers

Bernard Donoghue OBE

Position: Chief Executive, ALVA
Categories: VAC 2022 Speaker, VAC Committee

Bernard has been the CEO of the UK’s Association for Leading Visitor Attractions, since 2011 following a career in advocacy, communications, and lobbying, latterly at VisitBritain.  In 2017, the Mayor of London appointed Bernard to be the Mayor’s Ambassador for Cultural Tourism and a member of the Mayor’s Cultural Leadership Board. He is Co-Chair of the London Tourism Recovery Board, tasked with the sustainable recovery of London’ s visitor economy, created in February 2021.

Bernard is currently  Chair of the Board of the Bristol Old Vic theatre, the oldest continually working theatre in the English-speaking world,  and also of the People’s History Museum, the Museum of Democracy.  In July 2021, he won the public vote for the COVID Special Recognition Award from the UK Museums and Heritage Awards for his service to, and leadership of the museums and heritage sector in the UK during the pandemic. Bernard was awarded an OBE in HM The Queen’s Platinum Jubilee Birthday Honours in 2022 for ‘services to tourism and to culture’.

Bernard Donoghue OBE

Chief Executive, ALVA

Bernard has been the CEO of the UK’s Association for Leading Visitor…

Liz Terry CEO of Leisure Media

Liz Terry MBE

Position: Managing Editor – Attractions Management
Categories: VAC 2022 Speaker, VAC Committee

Liz Terry MBE is the CEO of Leisure Media, the magazine, book and web publisher. She joined the then embryonic company as an editorial assistant in 1983, became a director in 1987 and owner and CEO in 1997.

She was appointed MBE for services to publishing in 2007 and an Honorary Fellow of the Tourism Society in 2015 and dedicated both to her team.

Liz has supported the Visitor Attractions Conference as a service to the industry since its inception.

Leisure Media’s title, Attractions Management, has been documenting the growth and development of the attractions sector since it was first published in 1992 and is proud to be an official supporter of VAC.

Attractions Management publishes a daily news website, quarterly magazine, twice monthly news magazine and annual handbook.

Liz Terry MBE

Managing Editor – Attractions Management

Liz Terry MBE is the CEO of Leisure Media, the magazine, book…

Paul Kelly

Position: Chief Executive – BALPPA
Categories: VAC 2022 Speaker, VAC Committee

Having been with BALPPA for 10 years and working with VAC for that amount of time as well, Paul sees it as a a great opportunity for VAC to be hosted in Birmingham.  Starting life in Thorpe Park in the 80’s and then moving on to the London Eye for its opening around the millennium, he has  always been involved with visitor attractions.  Several more years working within Merlin both in the UK and abroad, mainly on business development, meant that a continuation within the industry was inevitable.  Being a BALPPA member for 30 years means that he knows a number of the great attractions in and around Birmingham and is delighted that there is the opportunity to showcase their city at VAC ‘22.  Being Chair of the organising committee at VAC keeps Paul in touch with all aspects of the attractions industry.

Paul Kelly

Chief Executive – BALPPA

Having been with BALPPA for 10 years and working with VAC for…

Andrew Lovett OBE

Position: Chief Executive, Black Country Living Museum & Chair, AIM
Categories: VAC 2022 Speaker

Andrew has 30 years senior-level experience working across the museums, leisure, tourism, arts, heritage and protected landscape sectors.  Andrew moved into museums after 11 years working for the Lake District National Park, joining York Museums as Head of Visitor Services in 1996.  Senior roles at STEAM – Museum of Great Western Railway and BALTIC Centre for Contemporary Art, Newcastle Gateshead followed, before Andrew started his current role as Chief Executive of Black Country Living Museum, Dudley in 2009.  He is Chair of the Association of Independent Museums, Deputy Chair of the National Museums Directors’ Council’s Executive Committee, Chair of the West Midlands Regional Board for Tourism, and Chair of the Dudley Towns Fund Board.

Andrew Lovett OBE

Chief Executive, Black Country Living Museum & Chair, AIM

Andrew has 30 years senior-level experience working across the museums, leisure, tourism,…

Andy Street CBE

Position: Mayor of the West Midlands
Categories: VAC 2022 Speaker

Andy Street was elected as the first Mayor of the West Midlands in May 2017. Andy was re-elected to serve a second term as Mayor in May 2021. The primary function of the role is to chair the West Midlands Combined Authority and brings with it significant powers over transport, housing, skills and jobs.  Before becoming Mayor, Andy combined a career with John Lewis, Britain’s most successful workers’ co-operative, with a host of high-profile economic development roles, working with local and national government.  Starting on the John Lewis graduate scheme, Andy rose through the ranks to become Managing Director, overseeing one of the most successful periods in the company’s history.

Outside of work, Andy is passionate about the arts, particularly in the West Midlands, having previously served as Vice Chairman of Performances Birmingham Limited, which is responsible for running the City’s Symphony and Town Halls.  In June 2015, Andy was awarded the CBE for services to the national economy. He was named the ‘Most Admired Leader’ of the year by business magazine, Management Today in 2014. He received the ‘President’s award’ from the Greater Birmingham Chambers of Commerce in for his work in the region. He holds three honorary degrees, from Birmingham City University, Aston University and the University of Birmingham.

Andy Street CBE

Mayor of the West Midlands

Andy Street was elected as the first Mayor of the West Midlands…

Kate Nicholls OBE

Position: Chair, Tourism Alliance & CEO, UK Hosplitality
Categories: VAC 2022 Speaker

Kate is Chair of the Tourism Alliance and co-Chair of the London Tourism Recovery Board, representing the needs of the wider tourism sector in discussions with Government and the Mayor of London. She sits on the Government’s Tourism, Hospitality and Food & Drink Sector Councils and has previously Chaired the London Night-time Commission. She is a Board member of Best Bar None, PASS and is a trustee at Hospitality Action. In July 2021, she was appointed as the first Government Disability Ambassador for hospitality, promoting inclusivity.   Kate initially worked as a researcher in the House of Commons and European Parliament on food, employment, and environmental policy before joining Whitbread to work in Strategic Affairs. She has extensive experience as a political and strategic communications consultant and is a graduate of Fitzwilliam College, Cambridge, and Kings College London.

Kate Nicholls OBE

Chair, Tourism Alliance & CEO, UK Hosplitality

Kate is Chair of the Tourism Alliance and co-Chair of the London…

Lesley Morisetti

Position: Director, Morisetti Associates
Categories: VAC 2022 Speaker

Lesley launched Morisetti Associates in 2010 to provide economic and strategic business planning consultancy services to the attractions and entertainment industry, based on over 30 years of operational and consultancy experience.  Clients range from international commercial companies such as Diageo, Pernod Ricard, Universal Studios, and Merlin Entertainments, through to national cultural institutions and membership organisations, including the Association of Leading Visitor Attractions. Previously, Lesley worked for The Tussaud’s Group (now Merlin Entertainments) in marketing, revenue management and new attraction development roles, before becoming a Director of the EMEA office of the Economics Practice of AECOM.  Lesley is a NED for the National Trust (Enterprises) Ltd.

Lesley Morisetti

Director, Morisetti Associates

Lesley launched Morisetti Associates in 2010 to provide economic and strategic business…

Tina Lewis

Position: Director of People & Business Services, National Trust
Categories: VAC 2022 Speaker

Tina joined the National Trust in 2008 and has been Director of People since 2010. Tina is responsible for all elements of the National Trust’s People strategy, Delivery Plan and People Services, including people development, volunteering, participation and inclusion, as well as overseeing the Trust’s central Business Services and Facilities team.  Tina is an experienced People Director and has held both Executive and Non-Executive roles in both Human Resources and Operations, working across the private sector, public sector and more latterly the Not-for-Profit sector. Tina is a member of the Evanta UK&I CHRO Governing Body, an advisory board for the CHRO Community.  She is based at Heelis, the Trust’s main office in Swindon and works part time, whilst juggling home and a young family.

Tina Lewis

Director of People & Business Services, National Trust

Tina joined the National Trust in 2008 and has been Director of…

Robin Cantrill-Fenwick

Position: Chief Executive, Baker Richards
Categories: VAC 2022 Speaker

Robin has specialised in using data and digital systems to transform organisations in numerous sectors over two decades. As Chief Executive of the consultancy and software firm Baker Richards, he works with attractions across the world to equip them to thrive commercially through pricing, segmentation, data analysis, and market research.  Robin is one of the creators of UK Heritage Pulse, the National Lottery Heritage Fund’s UK-wide research panel for leaders working in heritage.  He also created the Cultural Enterprises Academy, an Online Learning Environment for people working in revenue-generating functions in culture, heritage, visitor attractions and arts organisations in the UK and Europe.

Robin Cantrill-Fenwick

Chief Executive, Baker Richards

Robin has specialised in using data and digital systems to transform organisations…

Richard Nicholls

Position: Head of Research & Forecasting, VisitBritain
Categories: VAC 2022 Speaker

Richard joined VisitBritain in 2015 as Head of Research and Forecasting, and subsequently also took on the role of Head of Research at VisitEngland in 2022. He and his team are responsible for analysis of inbound tourism datasets, insights and prospects both for VisitBritain and for the benefit of the wider UK tourism industry; and for the production and distribution of official domestic tourism statistics.

Richard Nicholls

Head of Research & Forecasting, VisitBritain

Richard joined VisitBritain in 2015 as Head of Research and Forecasting, and…

Patricia Yates

Position:   CEO, VisitBritain/VisitEngland
Categories: VAC 2022 Speaker

Patricia joined VisitBritain/VisitEngland in 2005 and prior to becoming CEO in 2022 was Director of the Strategy & Communications division. Patricia is responsible for the day-to-day running of VisitBritain/VisitEngland, in London and overseas, developing and leading strategies for the marketing of Britain internationally and working in close partnership with all stakeholders.  Alongside the Chairman, she works to ensure that overseas tourism is high on the political and economic agenda.   Patricia is also the Chair of TIER – the Tourism Industry Emergency Response group – which coordinates the tourism industry messaging at times of crisis.  Patricia started her career as a journalist working on research and technical publications.  She followed this with a long period editing Holiday Which? where she scoped the strategy for and led on all Which?’s research, campaigning and public affairs work in tourism, travel and transport. She also launched and edited the Which? Guide to Hotels for many years.

Patricia Yates

  CEO, VisitBritain/VisitEngland

Patricia joined VisitBritain/VisitEngland in 2005 and prior to becoming CEO in 2022 was Director of…

Martin Howe

Position: Founder & CEO, Dapper Labs
Categories: VAC 2022 Speaker

Martin has over 35 years’ experience introducing and delivering new technologies across a range of demanding applications around the world. He is a creative ‘techie’, an ideas generator, a big picture thinker and determined problem solver with the ability to translate ambitious goals into a structured plan and hands-on delivery.  Most recently he has pioneered the development of Chaperone, an innovative new digital platform for personalising the customer journey and extending brand engagement. In doing so he tripped, stumbled, and fell into the Metaverse. Having had some time to look around and explore this new world it dawned on him recently that in fact, he’s been working there all along!

Martin Howe

Founder & CEO, Dapper Labs

Martin has over 35 years’ experience introducing and delivering new technologies across…

Christopher Earlie

Position: Director of Tower Bridge
Categories: VAC 2022 Speaker

Chris has 15 years’ experience in the tourism and events industries. Tower Bridge has been a must-see London landmark for 128 years, but under his directorship it has evolved, becoming a cultural and community hub, developing a wealth of activity that goes on beyond the globally recognised structure. Chris’ responsibilities cover all its functions as a working bascule Bridge, award-winning events venue, transport network infrastructure, centre for education – but is particularly proud of the continuous development of the visitor attraction. While seeing the growth of visitor numbers, the Bridge has not lost sight of the importance of constantly improving inclusivity, accessibility and learning, including regular ‘relaxed’ early-openings aimed at neurodiverse communities and individuals, British Sign Language tours, and Special Educational Needs workshops and tours. The Bridge currently holds the Sandford Award for Heritage Education, a Trip Advisor Travellers Choice Award and a Visit England Gold Accolade.

 

Christopher Earlie

Director of Tower Bridge

Chris has 15 years’ experience in the tourism and events industries. Tower…

Callum Lumsden

Position: Founder & Creative Director – Lumsden 
Categories: VAC 2022 Speaker

Callum is recognised as a leading design expert for cultural and entertainment destinations. His design agency specialises in creating memorable retail stores that generate revenue and reputation for major destinations around the world. The Lumsden design team are proven experts in retail design and their projects in the sector has given them a unique and authoritative knowledge of the commercial opportunities and challenges open to the cultural sector.   

Callum is best known for the award winning Tate Modern bookshop, the magical (and hugely successful) Harry Potter stores, including the Warner Bros. Studio Tour in London and the V&A Dundee.  His recent retail design projects include MoMA (NYC), M+ Hong Kong and the Burrel in Glasgow.  

Callum Lumsden

Founder & Creative Director – Lumsden 

Callum is recognised as a leading design expert for cultural and entertainment…

Andy Povey

Position: Convious managing director for UK and Ireland
Categories: VAC 2022 Speaker

Andy Povey joined Convious in November 2021 as managing director for UK and Ireland. He has

over 30 years of experience in the leisure industry and has held prestigious positions for

operators including Merlin and suppliers including Gateway Ticketing. He specialises in

developing and implementing business intelligence and customer tracking strategies and has a

proven track record of successfully growing companies into new market sectors and

geographies

Andy Povey

Convious managing director for UK and Ireland

Andy Povey joined Convious in November 2021 as managing director for UK…

Jon Young

Position: Research Director at BVA BDRC
Categories: VAC 2022 Speaker

Jon has worked in BVA BDRC’s tourism and attractions team since 2009.  Within that time he has worked with visitor attractions on a range of challenges including visitor exit surveys, audience segmentations, brand health trackers and summative evaluations.  He currently directs BVA BDRC’s consumer sentiment tracker – run in conjunction with VisitBritain, Visit Wales and VisitScotland – as well as their syndicated brand health and mystery visitor studies.

Jon Young

Research Director at BVA BDRC

Jon has worked in BVA BDRC’s tourism and attractions team since 2009. …

Julie Molloy

Julie Molloy

Position: Managing Director of National Gallery Global Limited
Categories: VAC 2022 Speaker

Julie became Managing Director of National Gallery Global Limited in 2000, having previously been on the Board as Trading Director. Before joining National Gallery Global, Julie held previous roles in Arts and Business at the Royal Academy, The Royal Collection and C&A UK. She graduated from Reading University in History of Art and Architecture. In addition to her role at the National Gallery, she is a Trustee of the Lyric Theatre Hammersmith and a regular contributor to the Arts & Business Programme at Sotheby’s Institute.
Julie is stepping down from National Gallery Global at the end of 2022 to embark on a consultancy career.

Julie Molloy

Managing Director of National Gallery Global Limited

Julie became Managing Director of National Gallery Global Limited in 2000, having…

Judith Owens CEO TBL International Titanic Belfast

Judith Owens

Position: CEO TBL International/ Titanic Belfast
Categories: VAC 2022 Speaker

Judith Owens is CEO at TBL International Ltd, parent company to the award- winning Titanic Belfast, SS Nomadic and the Titanic Exhibition Centre.  With experience spanning nearly three decades, Judith is one of UK’s the most experienced and established operations management professionals.

 

Judith has an exceptional track record in the tourism, events and media industries. Titanic Belfast has gone from strength to strength under her leadership, welcoming over 6 million visitors from over 145 countries and winning World’s Leading Tourist Attraction at the prestigious 2016 World Travel Awards.   Judith has also played a fundamental role in the business’ commercial development to include the operation of SS Nomadic (April 2015) and the Titanic Exhibition Centre (September 2015).   Judith currently serves as a board member of Visit Belfast, the Association of Leading Visitor Attractions, the Northern Ireland Tourism Alliance, and the Association of Visitor Experiences and Attractions.

Judith Owens

CEO TBL International/ Titanic Belfast

Judith Owens is CEO at TBL International Ltd, parent company to the…

Andy Headington CEO Adido

Andy Headington

Position: CEO of Adido
Categories: VAC 2022 Speaker

Andy helped set up Adido as an award-winning digital agency in Dorset in 2003.  As CEO of Adido, Andy has a vast knowledge of all areas of digital marketing and is a regular blogger, contributor and presenter on all areas of digital. His most specific areas of expertise and interest are search marketing, travel marketing and future innovations in the digital world.

Adido are experts in the travel and tourism sector and have in-house marketing experts who have held senior posts client-side with large Travel Brands including P&O, Royal Caribbean International and Small Luxury Hotels of the World.  Andy is also a proud member of ITT (Institute of Travel & Tourism), Chair for the Digital South group, Business South and is also on the great Board of Silicon South.

Andy Headington

CEO of Adido

Andy helped set up Adido as an award-winning digital agency in Dorset…

Tim Desmond CEO of the National Football Museum

Tim Desmond

Position: CEO of the National Football Museum
Categories: VAC 2022 Speaker

Tim has been CEO of the National Football Museum for 5 years and in 2022 secured a new 25 year lease for the museum in Manchester and applied to become an Arts Council NPO.

Prior to this he was CEO of the National Justice Museum he led the development of their education services model in Nottingham, Manchester and London and won the inaugural Museum of the Year award.

Tim’s non-executive roles have included Chair of the Speakers Corner Trust and East Midlands Museum Service, Visiting Professor at Nottingham Trent University and a member of the Arts Council Midlands Area Board.

Tim Desmond

CEO of the National Football Museum

Tim has been CEO of the National Football Museum for 5 years…

Dominic Hare Chief Executive Officer at Blenheim

Dominic Hare

Position: Chief Executive Officer at Blenheim
Categories: VAC 2022 Speaker

Dominic Hare was born in Liverpool and studied Law at Oxford. After qualifying as a Chartered Accountant with KPMG, he spent the next 10 years in corporate finance and investment banking (with Paribas and Barclays Capital), specialising in the media and telecoms sector.

He is proud to have helped DJ Chris Evans buy Virgin Radio but also to have helped Bob the Builder buy both Thomas the Tank Engine and Barney the Purple Dinosaur. For 13 years, he served as Finance Director at Blenheim and is now the Chief Executive Officer at Blenheim. At Blenheim, he and the team are delivering an energetic vision of the evolved role of a landed estate today, not an historic anachronism but as a powerhouse of the local economy, custodians and innovators in carbon management and the heartbeat of local life.

Dominic Hare

Chief Executive Officer at Blenheim

Dominic Hare was born in Liverpool and studied Law at Oxford. After…

Zak Mensah Co CEO Birmingham Museums Art Gallery

Zak Mensah

Position: Co-CEO, Birmingham Museums & Art Gallery
Categories: VAC 2022 Speaker

Zak Mensah Co-CEO, Birmingham Museums & Art Gallery. Zak likes to help people to make a ruckus and make positive change happen.  In November 2020 he became co-CEO of Birmingham Museums Trust as a job share with the highly talented Sara Wajid. Before this role he was Head of Transformation for the Culture & Creative Industries Service at Bristol City Council.

Zak Mensah

Co-CEO, Birmingham Museums & Art Gallery

Zak Mensah Co-CEO, Birmingham Museums & Art Gallery. Zak likes to help…

Georgina Rae

Georgina Rae

Position: Director of Planning and Projects At CFT
Categories: VAC 2022 Speaker

Georgina Rae joined Chichester Festival Theatre (CFT) in 2017, originally as a Producer before moving into the role of Head of Planning and Projects. At CFT she manages projects and events, works with the Executive team to support the planning of future seasons and manages reporting to stakeholders including Arts Council England. Georgina chairs the theatre’s Green Committee, a group of staff who work across the organisation to implement sustainable practices and make changes to reduce the environmental impact of CFT’s work. Prior to joining CFT she was General Manager for the musical Charlie and the Chocolate Factory, directed by Sam Mendes at Theatre Royal Drury Lane, and her career has also included two years managing the South African theatre company Isango Ensemble, alongside overseeing the opening of The Fugard Theatre, Cape Town.

Georgina Rae

Director of Planning and Projects At CFT

Georgina Rae joined Chichester Festival Theatre (CFT) in 2017, originally as a…

Abbi Ollive

Position: Head of Marketing, Sales and Programming Castle Howard
Categories: VAC 2022 Speaker

Abbi has been part of the senior management team at North Yorkshire stately home, Castle Howard, for 5 years. The role is certainly varied and has involved the opening of a new adventure playground, working on events ranging from BBC Countryfile Live through to Ellie Goulding’s wedding, growing the iconic Christmas event, doubling the Membership numbers and of course managing a fair amount of filming activity. From being the Duke of Hasting’s home in Bridgerton to having an American reality TV show filmed across the House and Gardens, the tables have now turned, and viewers will see Castle Howard’s staff and daily routines in the spotlight for a new Channel 4 observational documentary.

Abbi Ollive

Head of Marketing, Sales and Programming Castle Howard

Abbi has been part of the senior management team at North Yorkshire…

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