Executive Board
The Experience UK Executive Board, Chaired by David Willrich, comprises of senior leaders and experts in the UK Experience Economy sphere. The Committee
meets several times a year to share ideas, knowledge and expertise on how to best promote UK visitor experience suppliers to global markets, in turn develop new strategies and initiatives to further strengthen Experience UK’ s offer to members.
Richard Parry
After a sparkling career as a freelance writer, with work appearing in the International Herald Tribune, the Guardian, many travel publications and( a highlight) Judy, Richard started to help British companies export. After a stint doing economic and political risk analysis, he helped a UK consortium fail to win a major railway project in Guangzhou. Better results followed in the Gulf, where he assisted sales of sand, camels, palm trees and oil to Arab buyers. For the last few years he has been trying to convince the world that the experience economy is not a figment of Joe Pine’ s imagination. Clubs: Arsenal, Surrey Cricket, Dallas Cowboys, Racing Club( Buenos Aires).
Emily Smith
Emily Smith specialises in market and audience development for the cultural and museum sector, delivered through creative projects, partnerships and communications. Her 25-year career spans museum, cultural and creative sectors in leading organisations including the Natural History Museum, London Philharmonic Orchestra, Atlantic Productions, Royal Court Theatre and the National Gallery.
For leading production company Atlantic Productions, Emily recently collaborated with the Field Museum, Chicago to develop a 24’ digital diorama featuring SUE, their celebrity T. rex and with London’ s Science Museum to develop and implement Space Descent VR with Tim Peake. She led the programming of temporary exhibitions, events, digital strategy and marketing for London’ s Natural History Museum where highlights included Atlantic’ s David Attenborough’ s First Life VR and Great Barrier Reef Dive VR, redevelopment of the museum’ s website and CRM system and ground breaking partnership with Sky and Atlantic Productions: David Attenborough’ s Natural History Museum Alive 3D.
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David Willrich
David is former Chair of Experience UK( 2022 – 24) and has also served as President of the Themed Entertainment Association( 2016-18). David has more than 40 years’ experience in the sector, beginning his career in the AV department at National Motor Museum Beaulieu, and establishing the globallyacclaimed audio-visual company DJ Willrich in 1986. Through his stellar career, David has partnered with an abundance of prestigious visitor destinations globally.
Ian Clappison
With over 25 years of experience, Ian has worked closely with businesses in experience economy to drive growth both domestically and internationally. As CEO, Ian oversees the strategic direction of the association, championing the interests of member companies and facilitating access to global opportunities. His role involves forging partnerships with industry stakeholders, advocating for the sector’ s needs at a policy level, and ensuring members receive vital insights and support to enhance their competitiveness. Under his leadership, Experience UK has become a vital hub for collaboration, knowledgesharing, and market expansion, empowering businesses to make a lasting impact in the global experience economy.
Richard Hill
With 35 years of experience in the themed entertainment, manufacturing, and construction sectors, Richard has held roles as a project manager, small business owner, and business development leader. He has worked on major visitor attractions with top brands like Disney and Universal Studios and played a key role in the construction of theme parks including Euro Disney, Motiongate, and the upcoming Universal Epic Universe.
Richard has developed business across the USA, Middle East, Europe, and Japan and is an“ Export Champion” for the Department of Business and Trade, with a focus on helping UK companies expand internationally. He has also served on the Themed Entertainment Industry board for six years, fostering collaboration and networking within the sector. Richard’ s goal is to promote the UK experience economy overseas, grow membership, and lobby for a new Universal Theme Park in the UK to benefit Experience UK members.