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Willows Activity Farm appoints Nicola Ratcliffe as Chief Executive

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Nicola Ratcliffe incoming CEO of Willows

Former London Eye Manager, Nicola Ratcliffe, will join Willows Activity Farm as the new Chief Executive. 

Willows Activity Farm is an all-weather attraction in Hertfordshire. Attractions include The PETER RABBIT™ Adventure Playground, Tristan the Runaway Tractor, fairground rides and the PETER RABBIT™ woodland play trail.

Nicola Ratcliffe joins the team after a period of freelance consultancy. She will step into the role of chief executive at the end of this month after Andrew Wolfe retires from the post.

Ratcliffe will bring with her experience of managing and running operations at some of the UK’s top attractions: Chessington World of Adventures, the London Dungeon and the London Eye.

Ratcliffe says: “I’m really looking forward to joining the team and getting to know everyone who works hard to make Willows such a great day out for young families.

“With over 25 years in the industry, and a young family myself, I know what the key ingredients are to make leisure attractions a must-visit destination.  Willows Activity Farm and the PETER RABBIT™ Adventure Playground are already popular with families and I want to build on that success to take the business forward.”

Outgoing CEO Andrew Wolfe will remain on the Board of directors. He says he is looking forward to handing operational management over to Nicola.  He says: “Nicola’s talent and industry experience are second to none and will be a huge asset to Willows.”

He added: “Nicola’s appointment is a real coup for Willows and we’re thrilled to have her on board to continue the success story we have built up over the last 15 years.”

Andrew established Willows Activity Farm with his wife Anna and co shareholders in 2002. He was awarded the prestigious Lifetime Achievement Award at the 2017 National Farm Attractions Network (NFAN) annual conference and awards ceremony.

Wolfe told Blooloop in February, 2017: “Without a doubt, farm parks are moving on. They used to be bolt-on businesses on the side of farm businesses, or shops. But now there are an increasing number that are operating as serious visitor attractions, and the farm side is secondary.”

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Michael Mander

Michael Mander

I am a journalist from Essex, England. I enjoy travelling, and love exploring attractions around the world. I graduated from Lancaster University in 2018. Twitter @michael_mander.

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