Disney man starts spell at Hogwarts

Published on Saturday 31 October 2009 18:46

A CASTLE which doubled as Hogwarts School for Witchcraft and Wizardry in the Harry Potter films has appointed a former Disney vice-president to take over as chief executive.

Christian Perdrier, formerly of Disneyland Paris, is to be the new chief executive of Alnwick Castle in Northumberland, the country's second-largest inhabited castle.

The medieval castle is the home of the Duke and Duchess of Northumberland.

Alnwick Castle and its garden receive 800,000 visits each year, which puts them in the top ten paid-for attractions in Britain.

Perdrier's objectives include overhauling customer service levels and increasing the amount of revenue generated for North East businesses.

He said: "Alnwick has huge potential. The combination of attractions makes the region a unique place to visit.

"We have always been conscious of how our visitor numbers can positively affect the local economy.

"Alnwick Castle and the Alnwick Garden attract tourists from around the world and we will ensure our new approach benefits as many businesses in the region as possible."

He added: "As if it wasn't enough to work with the most ambitious public garden to be built in the last 100 years sitting next to a medieval castle that is nearly 1,000 years old, we also have the world's largest tree house, the UK's only poison garden and the home of Harry Potter on our doorstep.

"We should start to think of Alnwick as the leading international visitor attraction in the UK."

The Duchess of Northumberland, a founding trustee of The Alnwick Garden Trust, added: "Christian can do for visitors to Alnwick what Walt Disney has done for children and families all over the world.

"Disney is synonymous with excellent customer service, superb staff training and unparalleled visitor experiences.

"While we don't expect to convert Hogwarts into the Magic Kingdom, I greatly admire the Disney effect and look forward to seeing how we can attract visitors to Alnwick in future.

"As with any growing business, we needed to bring in the appropriate expertise to ensure further growth and improve our professionalism.

"Christian has world-class credentials and is the perfect person to ensure Alnwick becomes a worldwide visitor destination."

The Grade 1-listed castle was built following the Norman conquest

and has been used as a location for Blackadder, Robin Hood: Prince of Thieves, and many others.