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• Unsung Hero Award 2024

Unsung Hero Award 2024

This category is unique as it recognises an individual, working for a tourism business, who excels in their role and deserves to be applauded for their work and commitment to the industry.

The winner of this category and all the Lancashire Tourism Awards category winners will be announced at the awards event in February.

The 2024 finalists are as follows:

James Ainsworth
Mrs Dowsons Farm Park, Clayton-le-Dale.

James is described by his colleagues as the heart and soul of the team.  As farm cafe manager, he is at the forefront of the customer experience.  His meticulous care in all interactions ensures all visitors leave with a smile and a memorable experience.  Glowing reviews and heartfelt thank you notes stand testament to his genuine warmth and dedication.

James’ journey at Mrs Dowsons began as an actor within the Scare Kingdom Scream Park, where his infectious energy and ability to captivate audiences quickly became evident.  Since then, he has mastered various roles, from entertaining as a dinosaur security guard to embodying Father Christmas during festive seasons.  His versatility and dedication to shining in all roles illustrate his passion for enriching the visitor experience.  James is very much valued for his positive impact on team morale, with an approachable demeaner, creating a supportive work environment where everyone feels valued and inspired.

Beth Armistead
Elgin Hotel, Blackpool.

Beth joined the Hotel in 2001 as a sixteen-year-old apprentice and it’s safe to say has gained an invaluable amount of experience.  Progressing quickly to head receptionist, before moving into the newly created Elgin Tours department, Beth has been instrumental in the development and growth of this department as she works relentlessly to promote Blackpool as a holiday destination.  50% of all guests that stay at the hotel travel with Elgin Tours, that’s nearly 30,000 guest nights per year.  Beth now leads a team that works proactively with various partners/tourist attractions, across Lancashire, to ensure that guests make the most of all there is to see and do during their stay.

As she is efficient and diligent by nature, her colleagues fear that Beth’s efforts can sometimes be overlooked.  However, returning and loyal guests praise her as hard working, helpful, always with a smile, reliable, with an unwavering commitment to going above and beyond.

Daniel Atkinson
Blackpool Transport Services.

As the head of marketing and commercial, Daniel has been instrumental in driving significant changes within the company.  His leadership has not only transformed internal operations but also revolutionised external collaborations, particularly across the Fylde area.  Working in collaboration with will local businesses, from small B&Bs to chain hotels, restaurants, bars, and major tourist attractions, Daniel has ensured all visitors have the best travel options available, even setting a new standard in the industry with the Routes Reimagined campaign, which has seen punctuality rates at 98%.

His leadership style is characterised by transparency, open communication, collaboration, support and offering encouragement to help all reach their full potential.  Daniel’s forward-thinking approach ensures that Blackpool Transport stay ahead of industry trends and continue to meet the evolving needs of the community and visitors, positioning it as a leader in the transition to greener, more efficient public transportation solutions.

Andrew Reid
The Secret Garden Glamping, Skelmersdale.

Andrew exemplifies the highest standards of customer service, community involvement and leadership.  His compassion and attentiveness have been highlighted in many guest reviews and guest satisfaction scores, particularly, in relation to hosting guests with additional needs and managing challenging situations.  As a result of his pursuit for learning and development, Andrew has streamlined operations at Secret Garden to ensure industry trends and best practice are adopted, whilst inspiring and motivating colleagues with a collaborative leadership approach.

Andrew has made a meaningful impact in providing work experience opportunities for students with learning difficulties from West Lancashire Community School.  Students have thrived under his one-to-one mentoring and guidance, with teachers and families expressing their profound gratitude.  He is described as an invaluable asset and a perfect example of the difference that dedicated and compassionate leadership can have.