A top executive for an award-winning boutique hotel group has taken on a new role to further boost tourism post-Covid in South Warwickshire.
Tara Robinson, the Eden Hotel Collection’s Sales and Marketing Director, has been appointed as the new chair of Shakespeare’s England, the regional DMO.
She brings a wealth of hospitality industry experience having been with the company for 17 years and held her current post for the last eight. Eden runs five luxury hotels in the UK, including two in South Warwickshire – Mallory Court Country House Hotel and Spa, Leamington Spa and The Arden Hotel on Waterside in Stratford-upon-Avon.
Tara, who was previously a board director at Shakespeare’s England, succeeds Major Richard Carney, MBE, Director of Operations at Dallas Burston Polo Club, who is stepping down this year having served as Chair since 2019.
Tara said: “I feel very privileged and honoured to accept this role. We are entering a new era post Covid. Within Shakespeare’s England we have a fabulous collection of leisure, tourism and hospitality businesses, as well as strong major attractions and some really unique local artisan products, to appeal to the UK staycation market.
“These days it’s not so much a case of tourists asking ‘where can we go?’ but ‘what can we do?’ – and I think we can really tick that box! There is so much to do here with beautiful scenery and walks, family attractions and historic castles in Warwick and Kenilworth, Shakespeare’s family homes, art galleries and museums, music and theatre, including the Royal Shakespeare Company.
“It is an exciting time to take the region forward and onto the next level. Helen Peters, the CEO of Shakespeare’s England, has a new team on board and there are so many key events happening this summer.
“We have just seen the closing celebrations of Coventry’s City of Culture year, Pub in the Park in Warwick and Birmingham 2022 Commonwealth Games is just around the corner, along with summer festivals and events. There is so much to look forward to!”
Helen Peters, Chief Executive of Shakespeare’s England, said: “It is really great to welcome Tara as our new Chair – we are delighted to open a new chapter. The Eden Hotel Collection is very much an iconic hotel brand across South Warwickshire with Mallory Court in Leamington Spa and The Arden in Stratford-upon-Avon.
“Tara brings with her vast experience, enthusiasm and fresh new ideas on ways to invite visitors back to the region post-Covid. We will be looking at where we can do things differently and keep the things that work well.
“I would also like to say a huge thanks to Major Carney for his dedication and commitment to Shakespeare’s England during his time as Chair.
“We will be inviting all of our members to join us for summer networking and ‘Meet Your New Chair’ drinks reception at the Crowne Plaza Hotel in Stratford-upon-Avon on July 19 from 5.30pm until 8pm.”