Plans to rapidly expand the visitor economy in Staffordshire and Stoke-on-Trent will be led by an ambitious new partnership driven by industry and civic leaders.
This week the first 15-member board of the Staffordshire and Stoke-on-Trent Local Visitor Economy (LVEP) partnership was announced.
Chaired by Alastair Budd, senior director of the Trentham Estate, the partnership will position the county as the largest playground in the UK, and champion the city of Stoke-on-Trent’s reputation as capital of ceramics and world craft status.
It will also aim to deliver maximum economic benefit to grow the destination’s worldwide visitor appeal.
The LVEP Board members are:
- Chair: Alastair Budd, Senior Director, Trentham Estate
- Cllr Philip White, Deputy Leader at Staffordshire County Council
- Cllr Jane Ashworth, Leader at Stoke-on-Trent City Council
- Cllr Matt Swindlehurst, Cabinet lead for Tourism and Leisure, Staffordshire Moorlands District Council
- Steve Alty, Director of Sales, Hilton Garden Inn Stoke-on-Trent
- Maria Howes, Head of Marketing and Business Development – The National Memorial Arboretum
- Laura Gerrard, Strategic Development Director, Alton Towers Resort
- Andrea Webster, Head of Marketing, Weston Park
- Lee Philps, Head of Operations, World of Wedgwood
- Richard Drakeley, Tourism Development Manager, The National Forest Company
- Craig Simmonds, Head of Venue, Stoke City FC
- Frances-Marie Hitchen – Lecturer in Tourism, Events, Visitor Attraction and Resort Management, Staffordshire University
- Arthur Barnard, Chairman Philip Astley Projects CIC, cultural development
- Ed Bassett, Director, Clip and Climb (SME) and Acting Chair Stoke-on-Trent Youth Collective
- Lara Rowe, Castle, Museum and Archive Manager, Tamworth Castle
Alastair brings a wealth of experience in leading the major attraction of Trentham Estate. He will be joined by a team of national and regional board members who bring expertise from the worlds of culture, hospitality, accommodation, retail and leisure.
All will work together to lead, advise, influence and champion Staffordshire and Stoke-on-Trent as a must-see and visit destination.
Alastair Budd said: “As chair of the Staffordshire and Stoke-on-Trent LVEP, I am delighted to be able to announce this high-calibre board, to take this programme forward, working with destination partners and VisitEngland.
“This is a significant milestone for the tourism and hospitality sector and it’s with heartfelt thanks to all who contributed in the early days to help us to push this partnership forwards.
“Recruiting the new board marks a strategic leap forward for Staffordshire and Stoke-on-Trent and I look forward to making sure that the LVEP becomes an established a trusted lead for the visitor economy, aligning efforts for sustained regional growth.”
Working alongside VisitEngland, the new LVEP Board will now start delivering on an annual growth plan and looking ahead to a five-year destination management plan which will be launched by 2026.
The LVEP will work to boost the city region’s £2.3bn-a-year visitor economy, which employs around 24,200 people.
VisitEngland director Andrew Stokes said: “It is great to welcome the new Board and Chair of the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP) as they spearhead this new partnership.
“VisitEngland looks forward to continuing to work with the LVEP and its Board, ensuring Staffordshire and Stoke-on-Trent remain top destinations for both domestic and international visitors now and in the future.”
