Attractions industry news

13 Jan 2020

Old Trafford looks to improve visitor experience – appoints Merlin veteran as ops director

Emirates Old Trafford – the home ground of Lancashire County Cricket Club (LCCC) – has appointed a visitor attraction specialist as its new operations director.

The appointment of Steve Davies is part of a strategy to improve the venue's visitor experience and to make it an "all-round destination" – rather than simply a place for sport.

Davies joins from Merlin Entertainments, where he has spent more than 14 years working at visitor attractions in several senior roles – including head of operations at Alton Towers and operations director at Chessington World of Adventures.

He joins Lancashire Cricket – which owns the Emirates Old Trafford – from Madame Tussaud’s London, where he’s worked as general manager since September 2017.

Lancashire Cricket CEO Daniel Gidney, said: “Steve brings a wealth of relevant experience and he will add further focus to our desire to improve the all-round experience for our Members and supporters when attending Emirates Old Trafford.

“We continue to grow in all areas of our business, and it is vital that we equip ourselves with the necessary talent on and off the pitch to ensure we are capable of being the best we can be. Steve will be an excellent addition to the Club’s Executive Team."

Davies will start in his new role in April 2020 and replaces Anthony Mundy who left the club in December.

“Emirates Old Trafford is an iconic sporting institution, with a fantastic history and heritage, and the plans for further development and growth is something that really excites me particularly with the new stand and extension of the Hilton Garden Inn hotel over the next few years," Davies said.

“It's my job to help build on what has been achieved over the last decade here and deliver the best possible experience for all our Members and supporters, both on domestic and international matchdays.

“I am very much looking forward to becoming part of an already successful structure and playing a role in the future of both the club and the venue."

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