Welcome to the Visitor Elves podcast, where tourism marketing specialist Kelly Ballard, takes you behind the scenes of tourism, hospitality, culture, and events in and around the West of England and Wales. Each episode dives into the stories, insights, challenges, and victories of inspiring people and businesses shaping the industry. Their stories resonate far beyond the region, connecting listeners worldwide. This podcast is currently on pause, but it will be back! Kelly Ballard is a marketing specialist with over 25 years of experience in the visitor economy. She founded Visitor Elves, a consultancy and podcast platform helping tourism, hospitality, and cultural businesses grow through strategic marketing, mentoring, and content creation. Kelly works with destinations, visitor attractions, and experiences, with a track record that includes Bristol, Cheltenham, the Forest of Dean, and Weston-super-Mare. She has created marketing strategies and led plans for visitor attractions and experiences such as Bristol Zoo, Westonbirt Arboretum and Mendip Activity Centre. In 2025, she was a judge for both the VisitEngland Awards for Excellence and the Simpleview Destination Marketing awards.
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59 recent
April 29, 20251 hr 1 min
EP 58 What a film or TV location can do for your destination or business with Seren Welch
In this episode, Kelly chats with specialist tourism consultant Seren Welch about the huge impact of film and TV locations on visitor numbers and how you can tap into the growing world of screen tourism whether you are a destination, an attraction or a café in the area. They cover why film tourism matters more than ever, how destinations like Bristol and Bath are capitalising on it, and practical ways attractions, destinations, and tourism businesses can make the most of any filming that happens locally.From building themed experiences and tours to working with apps like SetJetters, there's a world of opportunity for the visitor economy.For the full summary with tips and ideas shared in this episode head to the Visitor Elves website https://visitorelves.co.uk/ep-58-screen-tourism-seren-walsh/
March 17, 202549 min
EP 57 Carnival, Creativity, and Citizen-Led Change: An Inspiring Conversation with LaToyah McAllister-Jones, CEO of St Pauls Carnival and Trustee of Bristol Old Vic.
In episode 57, Kelly Ballard speaks with LaToyah McAllister-Jones, the Executive Director of St Paul's Carnival in Bristol. LaToyah shares the rich history and community impact of this celebrated cultural event, which has been running since 1968 and is one of the largest carnivals in the UK.LaToyah explains how St Paul's Carnival was founded to foster social cohesion within the Windrush generation community, providing a platform for African Caribbean people to share their stories and culture.Managing an event of this scale, with over 120,000 attendees in 2023, presents significant challenges. LaToyah discusses the complex balancing act of coordinating the diverse stakeholders, from local authorities to community artists, while preserving the carnival's grassroots spirit.Due to funding constraints, the 2025 carnival will be scaled down, but LaToyah is committed to continuing to celebrate African Caribbean arts and culture through smaller, community-focused events. She also shares her other leadership roles, including at Bristol Old Vic and the Lumen Space well-being retreat business she co-founded.Throughout the conversation, LaToyah's passion for social justice, community empowerment, and the transformative power of the arts shines through, offering listeners an inspiring glimpse into the world of this iconic cultural event.For all links and a full summary of the conversation head to the Visitor Elves website. To share your views on this subject and ask questions about the episode, head over to:InstagramLinkedIn This episode is sponsored by Hello Starling.Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories. 🙏
February 17, 20251 hr 19 min
EP 56 The Digital Marketing Secrets Behind Visit West’s Success
Behind the Screens – Digital Marketing Insights from Visit West Shonette Laffy and Laura Valentine.Join host Kelly Ballard as she chats with the dynamic digital marketing duo Shonette Laffy & Laura Valentine from Visit West, the team behind VisitBath, Visit Bristol, and Meet Bristol & Bath. With over 3 million website visits annually and a social reach of 9.5 million, they share:✨ The evolution of digital marketing at Visit West🌍 How dynamic content & AI enhance visitor experiences📱 Social media strategy & the power of user-generated content🌱 The impact of digital sustainability & practical tips for businesses📝 Expert content planning strategies to stay aheadPlus, top tips for businesses to maximise their presence on a DMO (Destination Marketing Organisation) website and optimise their social media game.Visit West latest opportunities Visit West content calendar For a full summary of what was discussed and more links mentioned head to the Visitor Elves website.This episode is sponsored by Hello Starling.Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify. It helps more people to find it.
January 28, 20251 hr 4 min
EP 55 The changing face of Bristol’s city centre, students and Bristol Light Festival
Join Kelly Ballard as she chats with Vicky Lee, Director of Bristol City Centre BID, about the inner workings of managing Bristol’s vibrant city centre.From potential changes in the structure of Business Improvement Districts (BIDs), to behind-the-scenes insights into the Bristol Light Festival 2025, this episode is packed with exciting updates and discussion about creating a more welcoming and dynamic city.Vicky shares her expertise on how BIDs work, the large area covered by Bristol City Centre BID, and upcoming projects to transform public spaces.💡 What You’ll Learn in This Episode:Unifying the Bristol BIDsPlans to combine the city centre, Redcliffe & Temple, and Broadmead BIDs into a unified Bristol BID.Expansion of BID boundaries to include areas like Wapping Wharf.The advantages of a larger BID in giving businesses a stronger collective voice.The Bristol Light FestivalThe festival’s journey since its 2020 pilot and its subsequent massive growth.How it attracted 275,000 visitors, generating £8.7 million in additional spending.Strategies for engaging businesses and creating a multi-visit experience for attendees.Transforming the City CentreUpcoming public realm projects in King Street, Centre Promenade, and Park Street.Goals of reducing vehicle traffic and making public spaces more accessible and inviting.Balancing business activity with these transformative changes.Vicky’s Journey and Passion for BristolHer background in events and tourism and her deep connection to the city.The often-unseen work BIDs do to support businesses and enhance the community.🎧 Tune in to hear how Bristol is evolving and the exciting changes on the horizon for its city centre!
January 5, 202542 min
EP 54 10-steps to creating your marketing strategy for your visitor attraction, experience or hospitality venue in 2025
In today’s podcast, I’m going to walk you through ten steps for creating an effective marketing strategy that will help you achieve your goals in 2025 and beyond.A solid marketing strategy is crucial at any time, but 2025 is expected to be even more challenging, as rising costs may lead the public to cut back on spending for leisure luxuries. Businesses that anticipate market changes and maintain a forward-thinking approach while strategically navigating the present, are likely to perform better than those without a plan.I’ll guide you through the key points of the Visitor Elves Marketing Framework, which I implement with my clients. This framework consists of ten steps to crafting a powerful marketing strategy.My approach is grounded in years of successful experience, working with both commercial and not-for-profit organisations to drive ticket sales, bookings or increase footfall.If you are serious about creating a strategy, then you’ve got to give yourself time to do this. A marketing strategy is not a quick task; it requires a deep dive into the details.When I work with clients, we typically outline a 12-week plan to cover all aspects thoroughly, but doing this in-house, you can do this over a few days if you have your team close by.Have a listen to the podcast, then work your way through the sections in the download and plan in some workshop time.Taking this time out to plan will make a big difference to your business growth, confidence in your marketing, as well as your stress levels.For the summary and links mentioned head to: Visitor Elves website Why not download the comprehensive marketing strategy framework - 10 steps to crafting a winning Marketing Strategy for visitor attractions, experiences and hospitality businesses in 2025. This gives you all the questions and prompts to take you through to creating your own marketing strategy. If you have any questions, then head over to and find the post which will be live on the day the podcast comes out:InstagramLinkedIn This episode is sponsored by Hello Starling.Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify. It helps more people to find it.
December 11, 202456 min
Ep 53 Clare Reddington on skipping school, creativity and financial resilience at Bristol's Watershed.
Today I had the opportunity to chat with Clare Reddington, CEO of the Watershed in BristolIn a fascinating conversation, Clare shared how she and her team are navigating the challenges that many organisations in the visitor economy face with mounting financial pressures.We discuss the cultural cinema and events venue, which saw nearly half a million visitors last year.Established in 1982, Watershed is the UK's first media centre focusing on independent films and creative technology. Despite financial challenges, including a £75,000 National Insurance increase and rising energy costs, Watershed continues to innovate with new spaces and initiatives.We chat about:An overview of the Watershed: a cultural hub that includes a cinema, cafe, events space, and the Pervasive Media Studio.Clare's journey to the Watershed, from her background in media studies to her current role as CEO.The Watershed's focus on collaboration and supporting creative talent through the Pervasive Media Studio.The Playable City initiative which creates joyful, playful experiences in public spaces around the world.Clare's tips for maintaining creativity and resilience during tough financial times.For all links head to www.visitorelves.co.uk This episode is sponsored by Hello Starling.Hello Starling is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.FREE DOWNLOADFREE GUIDE - 6 Steps to Finding Your Ideal CustomerDo you want to know who your ideal customer's are and how you can focus your time and money reaching them? Download my FREE guide now. If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories. 🙏
November 27, 202447 min
Ep 52 Unpacking Ski Travel: How Online Ski Company Heidi is Redefining the Slopes, with CEO Marcus Blunt
Send us a textIn a recent chat, Kelly caught up with Marcus Blunt, co-founder and CEO of Heidi, an online ski travel company based in Bristol that’s been making waves in the industry since launching in 2018. This year, they even made it onto The Times 100 list of fastest-growing companies in the UK.Marcus and his brother Alexander started Heidi to fix the headaches they faced when booking ski holidays, wanting to create an easier way for skiers to customise their trips. Despite tough times during the pandemic, Heidi has really taken off, now generating £37 million a year and recently securing £5.6 million in funding. They focus on building a great company culture and hiring the right people, which has helped them navigate challenges.Heidi stands out by offering flexible trip lengths and access to a variety of ski spots, including some hidden gems that offer better value. Marcus shared that many skiers are now looking for shorter trips, and Heidi makes that super easy. They even help with train bookings for a more sustainable and convenient travel option.Marcus also gave us his tips for the best value destinations and resorts across Europe. Looking ahead, Heidi is set to expand in the UK and explore new international opportunities. Their focus on flexibility and customer satisfaction shows they’re ready to shake up the ski travel scene. If you’re in travel and tourism, keep an eye on what Heidi does next!For the full summary and links to the episode head to: Visitor Elves website To share your views on this subject and ask questions about the episode, head over to:InstagramLinkedIn This episode is sponsored by Hello Starling.Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today. If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories. 🙏
November 14, 2024Episode 5152 min
EP 51 🏛️ From Forgotten to Fabulous: The Gloucester Food Dock Story with co-owner Sarah Mansfield
Send us a textIn this episode, I'm back in Gloucester exploring the fascinating world of urban regeneration and historic building redevelopment with Sarah Mansfield Co-owner of L&R Group and visionary behind Gloucester Food Dock. Sarah shares her journey from running luxury trains to transforming heritage spaces, focusing on her latest project, Gloucester Food Dock. We chatted about:Sarah's background in leisure, tourism and urban redevelopment including the development of Milsom Place in BathThe Gloucester Food Dock project and transforming the Victorian dock offices into a food destination for independent businesses. L&R Group's innovative approach to tenant relationships and rent models where the risk is sharedComparisons between Gloucester and other West of England destinations Sarah’s previous Involvement in setting up Bath BID and Bath in Fashion and insights into repositioning BathPractical tips for driving success in urban regeneration projects Go to the summary, links and businesses mentioned. Related Episodes:Episode 16 - Building and Nurturing Place Culture with Philip Walker, Gloucester City Council. To share your views on this subject and ask questions about the episode, head over to:InstagramLinkedIn This episode is sponsored by Hello Starling. Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today. FREE GUIDE - 6 Steps to finding your Ideal Customer Do you want to know who your ideal customer's are and how you can focus your time and money reaching them? Download my FREE guide now. If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories. 🙏
October 31, 2024Episode 5043 min
EP 50 – Increase your corporate bookings in 2025 with Helen Applin Head of Business Events, Visit West
Send us a textAre you looking to grow your corporate bookings in 2025? Business events like meetings, conferences, and team-building activities are key revenue sources, especially during off-peak times in the visitor economy.In this episode, Kelly chats with Helen Applin, Head of Business Events at Visit West, about the MICE (Meetings, Incentives, Conferences, Exhibitions) market opportunities in the Bristol, Bath, and North Somerset area. Many businesses miss out on opportunities simply because they’re unaware of the resources the convention bureau, Meet Bristol and Bath, provides. According to the latest UK EVENTS report, corporate events contribute an impressive £33.6 billion annually to the UK economy, making this sector a vital asset.Listen to this episode to discover how you can maximise this market and how Visit West can help you. Episode Summary, links and Helen's LinkedIn details. Useful links:- Gold Membership at Visit West- Meet Bristol and BathTo share your views on this subject and ask questions about the episode, head over to:InstagramLinkedIn This episode is sponsored by Hello Starling. Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today. FREE GUIDE - 6 Steps to finding your Ideal Customer Do you want to know who your ideal customer's are and how you can focus your time and money reaching them? Download my FREE guide now. If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories. 🙏
October 17, 202446 min
EP49 Behind the Scenes of Wales' AA Hotel of the Year 2024: Success Strategies from The Parkgate Hotel’s Damien Martin
Send us a textIn this episode I chatted with Damien Martin, General Manager of award-winning The Parkgate Hotel in Cardiff. Just a year after opening its doors in 2021, The Parkgate Hotel scooped the prestigious AA Hotel of the Year for Wales title. Damien gives us an inside look at the hotel’s success and shares what it takes to run a standout hospitality business. One of the hotel's big highlights is its restaurant, The Sorting Room, which has earned two AA Rosettes for its exceptional cuisine. Damien talks about how keeping things simple and consistent in everything has helped them create a dining experience that guests love.Cardiff is a city on the rise, and Damien explains how it compares to nearby places like Bristol. With major events, like international rugby matches and concerts at the nearby Principality Stadium, The Parkgate Hotel is ideally located to take advantage of the buzz and excitement.Damien also speaks about the power of collaboration. Being part of the larger Celtic Collection hospitality group means the Parkgate Hotel can access valuable support while staying committed to the local community. Damien is especially proud of their involvement in initiatives like Business in the Community, allowing them to give back to Cardiff meaningfully.When it comes to recruitment, The Parkgate Hotel and the Celtic Collection work closely with local colleges and universities to bring in fresh talent and focus on building a positive culture that encourages growth. Every year, 30-40 chefs come to train from the University of Birmingham. Finally, Damien shares his top five tips on how to build an award-winning hotel. His philosophy is one of constant improvement. His mindset? Never rest on your laurels—always aim to be better than the day before.Find links on the businesses we mention, a summary and a transcript here. To share your views on this subject and ask questions about the episode, head over to:InstagramLinkedIn This episode is sponsored by Hello Starling.Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today. FREE GUIDE - 6 Steps to finding your Ideal Customer Do you want to know who your ideal customer's are and how you can focus your time and money reaching them? Download my FREE guide now. If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories. 🙏
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