James Broomfield
Hertford,Hertfordshire
Summary
Experienced professional with expertise in attraction design, project planning, and event marketing. Recognised for strong communication skills and a proven ability to lead cross-functional teams while maintaining rigorous health and safety compliance. Skilled in event planning, site management, and delivering immersive, engaging experiences that captivate audiences. Passionate about creating innovative, high-impact projects within the attractions and events industry.
Overview
29
29
years of professional experience
Work history
General Manager - Lee Valley Animal Adventure Park
The Partyman Company LTD
Waltham Abbey, Essex
04.2021 - Current
- To develop, manage and promote the use of Lee Valley Animal Park by the public, groups and schools and to maximise the highest standards of customer care.
- To be responsible for the day-to-day operational requirements of all activities at the farm, including planning, organisation and development of the farm, achieving operational budgets and staff management, alongside the management of animals, services and equipment for effective operation of the site.
- Lead in ensuring a coordinated approach of other visitor attractions relating to the farm, including signage and educational promotion.
- Responsibility for the provision and welfare of all animals on site, including regular maintenance and suitability of enclosures, facilities and other areas relating to animal welfare.
- To contribute to the development, monitoring, maintenance and promotion of all projects including Farm development and customer care undertaken on site.
- To liaise with external contractors and services as required for development of the site, ensuring the highest standards are adhered to at all times.
- Overseeing the organisation and supervision of all staff, ensuring compliance of health and safety and customer care and to ensure the day to day running of the site is consistent with good practice and of the highest standard reflecting the company as a whole.
- Responsible for the preparation, promotion, and delivery of events ranging from weekend activities to full school holiday programmes.
- Lead on pre-event planning, including design, scheduling, and development of event concepts.
- Oversee set design, construction, and the operational setup of each event.
- Manage the day-to-day running of events, ensuring smooth execution, high visitor engagement, and adherence to health and safety standards.
- Support post-event evaluations, ensuring continuous improvement in event quality and visitor experience.
- To act as a keyholder and emergency contact for the site outside of hours.
Facility Manager - Lee Valley Park Farms
Lee Valley Regional Park Authority
Waltham Abbey, Essex
06.2013 - 04.2021
- Oversee the day-to-day operational requirements of all farm activities, including planning, organisation, development, budget management, staff supervision, and the effective operation of animals, services, and equipment.
- Lead and coordinate visitor attraction elements related to the farm, including signage and educational promotion, working closely with the Youth & Schools and Marketing departments.
- Manage all financial matters relating to Hayes Hill Farm, including income generation through events, identifying funding and partnership opportunities, and maintaining all required records and information systems.
- Take responsibility for the purchase, provision, and welfare of all animals on site, ensuring regular maintenance and suitability of enclosures, facilities, and welfare standards.
- Contribute to the development, monitoring, maintenance, and promotion of all projects, including farm development initiatives and customer care improvements, as part of wider Development and Management plans.
- Responsible for the preparation, promotion, and delivery of events ranging from weekend activities to full school holiday programmes.
- Lead on pre-event planning, including design, scheduling, and development of event concepts.
- Oversee set design, construction, and the operational setup of each event.
- Manage the day-to-day running of events for several hundred visitors, ensuring smooth execution, high visitor engagement, and adherence to health and safety standards.
- Support post-event evaluations, ensuring continuous improvement in event quality and visitor experience.
- Liaise with external contractors and service providers to support the development of the site, ensuring work meets the highest standards at all times.
- Oversee the organisation and supervision of over 30 staff and volunteers, ensuring full compliance with health and safety regulations and maintaining consistent, high-quality site operations that reflect the organisation's reputation and standards.
- To act as a keyholder and emergency contact for the site outside of hours.
Duty Manager - Lee Valley Park Farms
Lee Valley Regional Park Authority
Waltham Abbey, Essex
10.2005 - 06.2013
- Assist the development and management of Hayes Hill Farm and the associated facilities, providing a safe, welcoming and enjoyable experience for all visitors in accordance with business plans and adhering to corporate objectives.
- Maintain and promote the health and wellbeing of all animals on site and establish the farm as an exemplary example of this.
- Supervision of all staff working on my shift, including the preparation of staff rotas, ensuring that site is sufficiently covered at all times and to personally participate on the rota including weekends and evenings, and event days.
- Managing retail operations including stock control, purchasing and profit/loss accounts.
- Oversee the maintenance of both indoor and outdoor equipment and any associated supplies.
- To contribute to the preparation of, and implementation of any agreed business development and marketing plans for the site.
- To properly account for all monies collected, and the required records relating to this as required by the Authority, including the monitoring of periodic budgets ensuring all targets are met.
- Maintenance of all information systems and records relating to the management of the site and ensure effective day to day management of the site as a whole.
- Act as a keyholder and emergency contact for the site outside of hours.
- During this period, I was seconded twice as Farm Manager to cover maternity leave, each time for a duration of one year, before being successfully appointed to the permanent role in 2013.
General Assistant - Lee Valley Park Farms
Lee Valley Regional Park Authority
Waltham Abbey, Essex
11.2000 - 10.2005
- Assist with the daily feeding, watering, and cleaning of over 50 livestock on site.
- Performed routine maintenance of animal housing, fencing, and site signage.
- Assist with the movement and transportation of animals, maintaining all necessary records and documentation.
- Carry out regular site checks on all playground equipment and maintain associated safety records.
- Operate and assist with the provision of tractor and trailer rides, ensuring visitor safety at all times.
- Ensure full compliance with health and safety procedures at all times, and attend required training sessions as necessary.
- Supported colleagues during peak hours to prevent customer dissatisfaction.
Customer Service Representative
Toys R Us
Stevenage, Hertfordshire
09.1996 - 11.2000
- Maintained a clean, orderly work environment promoting a conducive atmosphere for both staff and customers.
- Assisted customers in making informed decisions by providing detailed product information based on varying questions using product knowledge and service expertise.
- Advised customers on availability, pricing and location of products.
- Ensued stock levels were regularly maintained.
- Presented a professional manner at all times and assisted colleagues where support was required.
Lifeguard
Ware Priory Lido
Ware, Hertfordshire
05.1996 - 09.2000
- Conducted regular pool inspections to ensure hygiene standards.
- Inspected safety equipment regularly, ensuring readiness at all times.
- Performed routine maintenance tasks for clean and safe facilities.
- Maintained order in swimming areas with effective rule enforcement an d liaised with visitors to assist with any day to day enquiries for over 250 visitors per day.
- Undertook regular professional development training to stay updated on lifesaving techniques.
Education
BTEC National Certificate - Animal Management
Capel Manor College
Enfield, Middlesex 09/2004 - 01/2006
Certificate of Competence - Safe use of Veterinary Medicines
City & Guilds of London Institute
United KingdomCertificate of Competence - Tractor Driving & Related Operations
National Agricultural Centre
Warwick, WarwickshireCollege Certificate - Sheep Sheering
Hadlow College
KentA-Level - PE
Simon Balle School
Hertford, Hertfordshire 09/1989 - 06/1996
Diploma of Vocational Education - Business Services
Simon Balle School
Hertford, Hertfordshire 09/1989 - 06/1996
GCSEs - English
Simon Balle School
Hertford, Hertfordshire 09/1989 - 06/1996
GCSEs - Maths
Simon Balle School
Hertford, Hertfordshire 09/1989 - 06/1996
GCSEs - Science
Simon Balle School
Hertford, Hertfordshire 09/1989 - 06/1996
Skills
- Strong Communication Skills – Confident in liaising with internal teams, external contractors, visitors, and stakeholders at all levels
- Attraction Design and Project Planning – Experienced in developing new visitor experiences from concept through to delivery, with a focus on creativity and operational feasibility
- Attraction and Event Marketing – Skilled in promoting attractions and events through coordinated campaigns, working alongside marketing teams to maximise reach and engagement
- Event Planning and Management – Proficient in all aspects of event coordination, from initial concept and logistics planning to on-the-ground management and post-event review
- Site Management – Comprehensive experience in overseeing day-to-day site operations, ensuring smooth running, high visitor satisfaction, and alignment with business goals
- Health & Safety Knowledge – Strong understanding of health, safety, and compliance requirements, ensuring safe environments for both staff and visitors
- Team Leadership – Proven ability to lead, motivate, and support teams, promoting a positive working environment and ensuring high standards of performance and customer service
Affiliations
- Passionate about creative design planning, with a particular interest in set design for events and enclosure design. I am enthusiastic about exploring animal attractions around the world, combining travel with inspiration for innovative design ideas. Since 2021, I have been an active volunteer grassroots football coach for my son's team, responsible for planning and delivering engaging weekly training sessions and matchday preparation. A keen sportsman who enjoys staying active through football and tennis.
References
References available upon request.
Training and Development
- Safeguarding Children - Football Association - June 2023
- Managing Employee Performance Management - Lee Valley Regional Park Authority November 2007
- Welcome Host Programme - London Tourist Board - February 2007
- Lone Working Workshop - Right Directions Quality & Safety January 2007
- Competent Persons Parts 1 and 2 – Principles of Health & Safety Management & Health and Safety Skills – Right Directions Quality & Safety November 2006
- Health & Safety Skills – Lee Valley Regional Park Authority - February 2006
- Working Safely with Customers - Lee Valley Regional Park Authority - November 2004
- Welcome Host Programme - London Tourist Board - December 2002
Timeline
General Manager - Lee Valley Animal Adventure Park
The Partyman Company LTD
04.2021 - Current
Facility Manager - Lee Valley Park Farms
Lee Valley Regional Park Authority
06.2013 - 04.2021
Duty Manager - Lee Valley Park Farms
Lee Valley Regional Park Authority
10.2005 - 06.2013
General Assistant - Lee Valley Park Farms
Lee Valley Regional Park Authority
11.2000 - 10.2005
Customer Service Representative
Toys R Us
09.1996 - 11.2000
Lifeguard
Ware Priory Lido
05.1996 - 09.2000
BTEC National Certificate - Animal Management
Capel Manor College
09/2004 - 01/2006
Certificate of Competence - Safe use of Veterinary Medicines
City & Guilds of London Institute
Certificate of Competence - Tractor Driving & Related Operations
National Agricultural Centre
College Certificate - Sheep Sheering
Hadlow College
A-Level - PE
Simon Balle School
09/1989 - 06/1996
Diploma of Vocational Education - Business Services
Simon Balle School
09/1989 - 06/1996
GCSEs - English
Simon Balle School
09/1989 - 06/1996
GCSEs - Maths
Simon Balle School
09/1989 - 06/1996
GCSEs - Science
Simon Balle School
09/1989 - 06/1996
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