Joining Reflections Holiday Parks as CEO in 2014, Steve Edmonds brings over 30 years’ experience in senior management and executive roles in both the private and public sectors. He has held the position of General Manager Commercial and Company Secretary for the Port of Newcastle and was also Director Development for Landcom’s Hunter Region, leading some of the largest urban and urban renewal projects.
Mr Edmonds was also Business Group Manager for GHD’s Building and Structures Division prior to taking up the position of Director City Assets and Chief Financial Officer for the City of Newcastle where he managed 260 staff and an annual budget of $170 million. He has been the recipient of the Landcom Award in 2004 for the best master planned development, “Royal Newcastle”. He and his team in 2003 also received two Awards; the Lower Hunter Civic Design Award for Best ESD Project and the Overall Civic Design Award for the best Development Project in the Hunter.
Mr Edmonds has held several Board positions, including Chairman of the Hunter Export Centre and Director and Treasurer of Compass Housing. Previous committee memberships include Maitland City Centre Committee and the Property Council Hunter Chapter Executive.
Mr Edmonds has previously taught business subjects part time for TAFE NSW and Newcastle University and currently sits on the Newcastle University MBA Advisory Board.
Michelle Griffin joined Reflections in January 2016 as Executive Manager Finance and IT reporting to the CEO. In March 2019, Michelle was promoted to the position of Group Manager Corporate Services (including CFO) which expanded her management responsibility to include Work Health & Safety.
Michelle is a respected commercial and financial manager with broad experience across a range of industry sectors in both private companies and public authorities. She has over 20 years’ experience managing business systems, governance and reporting processes across a range of key business areas including accounting, human resources including management of workplace safety, corporate compliance and board activities.
David commenced working with Reflections Holiday Parks in February 2017 as our Business Development Manager and then in July 2018 secured his current position of Executive Manager Planning and Business Improvement.
During his time at Reflections David has been instrumental in delivering a business improvement strategy for our Regional Holiday Parks, aiming at financial sustainability over a ten-year period. He has also secured considerable grant funding, established a park development program and delivered a series of Master plans, Plans of Management and Park Development plans for key Coastal Holiday Parks to ensure an uplift in annual revenues with a strong Return on Investment.
Prior to his time at Reflections David has over 20 years’ experience in private and public sector analysing and understanding commercial situations, value maximisation, highest and best use and developing new revenue streams. In his previous role at the City of Newcastle, David was responsible for operations and improvement initiatives for the City’s Commercial Enterprises and Strategic Property Assets portfolio.
Jack commenced working with Reflections Holiday Parks in August 2017 as our Senior Development Manager and led the widely acclaimed redevelopments at Seal Rocks, Clarkes Beach and Evans Head, before taking on the Executive Manager Capital Works role in September 2018. Jack now leads a team of five Project Managers, delivering on our mission of transforming our traditional caravan and camping parks into the most desirable destinations in NSW, through execution of approximately 50 projects a year across the 37 parks and reserves in the portfolio.
Prior to his time at Reflections, Jack spent 15 years in the Australian Army as a Civil Engineer and Project Manager, leading construction and project management teams in remote and challenging environments throughout Australia, Timor Leste and the Pacific. Whilst still serving, to satisfy his passion for tourism, Jack launched and grew his own adventure tourism business operating on Sydney Harbour, before successfully selling 24 months later to move overseas with the Army. After moving to Newcastle and transitioning out of the military in 2017, Jack spent time as a consultant Project Manager at GHD prior to joining us at Reflections.
Jo Thomas brings over 25 years’ experience in marketing and management roles in the private and public sectors. Joining Reflections in September 2019 she has previously held the position of General Manager of the Hunter Valley Wine & Tourism Association (HVWTA), NSW’s number one regional tourism destination receiving over 1.4m visitors annually. In 2018, during Jo’s leadership, the HVWTA launched a major destination campaign that was supported by Destination NSW and leveraged $2m worth of marketing for the region.
Jo has also held the position of National Marketing Manager for one of Australia’s leading health and wellbeing brands, Golden Door Australia and during that time, the business experienced an 18% growth in revenue. She was also the Marketing Manager for the Hunter region’s peak tourism body Tourism Hunter working with local, state and federal government bodies for the benefit of all stakeholders that were directly or indirectly impacted by tourism. Jo was the managing director of Thomas Wines for 10 years and previously worked as Cellar Door Manager for McGuigan Wines at Hunter Cellars.
Jo has previously taught marketing and wine related courses part-time for TAFE NSW and has presented to students at the University of Newcastle and Macquarie University on marketing and tourism related topics.
Joining Reflections in March 2019 as the Executive Manager – Employee Parks, Cameron’s key focus is to drive the strategic direction and provide strong leadership to the Employee Park Portfolio, comprising 11 Holiday Parks with over 85 Park based employees across Inland NSW and the Mid-Coast of NSW.
Cameron’s career spans over 18 years in property and asset management leading the financial performance, compliance and customer engagement across large retail assets throughout the East Coast of Australia. He brings significant experience in driving team performance to deliver key asset improvement initiatives to Reflections, specifically as it relates to our Mission to transform our Parks into the most desirable destinations that exceed the recreational and accommodation needs of visitors from Australia and overseas.
Kate Thompson joined Reflections in the position of Executive Manager Human Resources in July 2015. Kate is a highly accomplished executive who fosters collaboration, innovation and commitment to excellence. In addition, she has a reputation for consistently delivering against challenging objectives, inspiring others and managing diverse stakeholders to achieve common goals.
Kate brings more than fifteen years’ experience in Human Resources. She is a Graduate of the Australian Institute of Company Directors, holds a Master of Labour Law and Relations (MLLR) from the University of Sydney, a Master of Business Administration (MBA) and a Master of Marketing (MMkt) from the University of Newcastle and has completed a Bachelor of Business (Human Resources and Marketing) from the University of Newcastle.
In 2017 and 2018 Kate was a finalist for the Young Executive of the Year as part of the Hunter Business Chambers Awards.
Prior to joining Reflections Holiday Parks, Kate held the position of NSW General Manager – Employee Relations at Veolia Australia and New Zealand.
Lisa Vandyke joined Reflections in April 2016. Reporting to the CEO, Lisa is responsible for governance, including board and committee management, internal and external communications and engagement activities.
Lisa has over 25 years’ experience in the public and private sectors, including manufacturing, media (newspapers), health, architecture and higher education. Throughout her career she has worked in many roles including, corporate governance, human resources, workplace safety, project and event management and key partnership and stakeholder engagement.
Lisa is known for her collaborative approach and her ability to bring people together on multi-disciplinary projects, across the organisation.