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VAC 2022 Programme The National Conference of Visitor Attractions

Conference Programme – 13th October 2022 – The ICC Birmingham

Event Speakers


Registration & Coffee

Welcome by Conference Chairman

Paul Kelly, Chief Executive, BALPPA, The British Association of Leisure Parks, Piers & Attractions

Repair, Recover & Reforecast

Bernard Donoghue OBE, CEO & Director, ALVA,The Association of Leading Visitor Attractions


Andy Street CBE, Mayor of the West Midlands

VAC Market Insights Briefing

Richard Nicholls, Head of Research & Forecasting, VisitBritain/VisitEngland

Jon Young, Research Director, BVA BDRC

VisitEngland/VisitBritain Update

Patricia Yates, CEO, VisitBritain/VisitEngland


Tea & Coffee Break, Networking & Exhibition

Out of the Frying Pan into the Fire - making the most of your pandemic battle scars

Andrew Lovett OBE, Director of the Black Country Living Museum and Chair of the Association of Independent Museums (AIM)

The Battle for Talent: The Sequel!

Moderator:      Liz Terry MBE, Managing Editor, Attractions Management

Panellist 1:        Tina Lewis, Director of People, National Trust

Panellist 2:        Judith Owens, Chief Executive, Titanic Belfast

Tourism Alliance Policy & Legal Update

Kate Nicholls OBE , Chair, The Tourism Alliance


Lunch, Networking & Exhibition

VAC Seminars

VAC Seminar 1: Dynamic Pricing Power

Andy Povey, Managing Director, Convious

Robin Cantrill-Fenwick, Chief Executive, Baker Richards Consulting

VAC Seminar 2: Accessibility in the Attractions sector

Tim Desmond, Chief Executive, National Football Museum
Christopher Earlie, Director of Tower Bridge

VAC Seminar 3: Creating seamless retail experiences for visitor attractions on-site and on-line

Callum Lumsden, Founder & Creative Director, Lumsden Design
Julie Molloy, Managing Director, National Gallery Global Limited

VAC Seminar 4: Digital Marketing Innovation

Andy Headington, Chief Executive, Adido
George Finlay, Farm Supervisor, Matlock Farm Park & England’s “Tourism Superstar” for 2022


Tea & Coffee Break, Networking & Exhibition

The Metaverse – coming to an attraction near you!

Lesley Morisetti, Director, Morisetti Associates

Martin Howe, CEO & Co-Founder, Dapper Labs

Lights, Camera, Action (and Peacocks) – putting Castle Howard in the Spotlight

Abbi Ollive Head of Marketing, Sales and Programming, Castle Howard

The VAC Power Panel: ESG: Business Sustainability in Action

Chair:  Bernard Donoghue OBE, CEO & Director, ALVA

Panellists: Georgina Rae, Director of Planning & Projects, Chichester Festival Theatre

                    Dominic Hare, CEO, Blenheim

                    Zak Mensah, Co-CEO, Birmingham Museum & Art Gallery

Closing Remarks

Chairman: Paul Kelly, Chief Executive, BALPPA, the British Association of Leisure Parks, Piers & Attractions

17.00 to 18.30

Conference Reception – all are welcome!

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