Mark Brassell has been the CEO of one of the region’s top visitor attractions, The Alnwick Garden, since 2015. During his leadership, he has seen The Garden attract around 600 thousand visitors per year, oversaw the build and launch of Lilidorei in 2023, and increased revenue for The Alnwick Garden Trust by 220%. Originally from Ashington, Mark moved with his family to South Africa aged 11, before returning to his native North East in 2015.
What was your first job, and how much did it pay? As a 16 year-old worked as a pizza maker in a restaurant in South Africa. Student rates in those days were R1,75 per hour which equates to 7p an hour. I was really into mountain climbing at the time and I managed to save enough for my first proper backpack. I was so chuffed! Plus, I got to take a large pizza home every night.
What is the best advice or support you’ve been given in business? When working with an organisation facing financial challenges, don’t get too tied up with the numbers. The numbers won’t create solutions; you need to focus your attention on the people. With the right values and culture, energised people will be the key to turning the operation around.
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What are the main changes you’ve seen in your business/sector, and what are the challenges you’re facing Like most other organisations, keeping costs under control is the biggest challenge. A great deal of cost is out of our control and passing all costs onto consumers is not an option. The challenge therefore is to look at operations differently, like asking, how can we be more efficient and do things innovatively to keep costs down?
What would your dream job be? I would have loved to have been a wildlife photographer, but on dry land. I get terribly seasick so photographing marine wildlife would be one step too far.
What advice would you give to someone starting out a career in your sector? Hit the ground running and blow people away with positivity, enthusiasm and energy. Make sure you work harder than anyone else and make sure you become indispensable to the organisation you are working for.
What makes the North East a good place to do business? Our region is rich in creativity and talent, but these attributes are blended with the warmth and friendliness that sets us apart from other regions. It’s a great mix and combined with one of the most scenic areas of the country, where else would you want to be?
How important is it for business to play a role in society? I’m fortunate to work for a charity that is deeply embedded in the local community, and I witness every day how The Garden not only supports those in need through our community programmes but also contributes to the local economy by creating jobs and collaborating with local businesses. It’s heartening to see a growing number of commercial organisations recognising their role as social partners and stepping up to make a positive impact.
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Outside of work, what are you really good at? I wouldn’t say I’m necessarily good at them, but I love playing cricket and tennis. I also love climbing and hiking up mountains.
Who would play you in a film about your life? Hugh Jackman. You’ve got to love Hugh.
Which three people would you invite to a dinner party, and why? Michelle Obama, Graham Norton and Ricky Gervais. They would be great company with Michelle creating the inspiration and Ricky doing the laughs. Graham would give us all the dirt on the celebrities he’s interviewed over the years. I’d make the Pizza!