'It's an honour' to run West Midlands Safari Park - says attraction's first ever female boss

New managing director Joanne Hammick is the first female in the role in the Bewdley park's 51-year history and took up her post last week. 

Ms Hammick, who previously general manager at Studley Castle,  says: “I am honoured and excited to step into the role of managing director at West Midlands Safari Park. As someone who has long admired the park’s dedication to conservation, education and providing memorable experiences for its guests, I look forward to leading such a great team.

"Together we will continue to focus on the park’s commitment to sustainability and wildlife preservation while creating even more engaging experiences for our guests. The future is filled with opportunity, and I am thrilled to be a part of it as we build upon the rich legacy of this incredible park.”

The attraction said she has more than than 20 years in leadership in the tourism industry and her appointment comes at a pivotal time in its operations, following a rebrand initiative aimed at enhancing guest experiences and modernising its identity.

As part of her new role  the new boss will focus on driving sustainable growth including expanding the thriving accommodation arm, Safari Lodges, and strengthening its venue hire presence in both the corporate and public sectors. And  lead strategic initiatives to position the park as a top wildlife destination.

She replaces former managing director Chris Kelly, who retired in October, after  leading the park through major developments since 2020.