
Editors - Andrew McCracken & Ian Rattray
Editorial address: “Le Landy” 44 Kylintra Cres Grantown-on-Spey PH26 3ES
01479 872738
Meet Gordon Kirk, the new Strathspey Railway Company General Manager.

Since graduating from the Scottish Hotel School at the University of Strathclyde I have worked exclusively with tourism and attraction businesses both in the UK and latterly in Dubai. Serving my “apprenticeship” with seaside piers, including attractions, entertainment, theatres, bars, and restaurants, I then helped open and set up indoor water parks, including opening and establishing the Time Capsule in Coatbridge, the largest indoor non-heritage attraction in Scotland at the time with over 700,000 visitors per annum. I also set up and opened The World of Glass in St Helens, a glass heritage museum and attraction, operated bowling centres and turned Solihull Ice Rink from a loss maker into a significant revenue generator.
Having been head hunted, I went to Dubai and opened the Dubai Ice Rink in the Dubai Mall, set up and created a chain of cinemas (Reel Cinemas) with Reel Cinema Dubai Mall attracting over 3 million people per year making it probably the second busiest cinema in the world and then was Operations Director for Emaar Entertainment running indoor theme parks, cinemas, the ice rink and the Dubai Aquarium. I then set up and managed Imagine, a unique Guinness award-winning fountain, laser and light attraction at Dubai Festival City, where we also organised and managed an extensive range of events and shows, including spectacular firework displays.
All the businesses I’ve worked in have been multifaceted with customer service, marketing and effective operation delivered through enthusiast teams being essential. In all the businesses I have operated working with fantastic teams we have managed to develop visitor numbers and spends, control our costs, enhance our standards, and build and develop our people to generate success.
Having returned to the UK I was looking for an opportunity to work in a multifaceted business which I could help sustain and develop, which delivers great experiences and has an enthusiastic and dedicated team to work with. The Strathspey delivers this with the bonus of fantastic locomotives, scenery, and a wonderful place to live and work.
Since joining the Strathspey Railway as General Manager, three main things have struck me. The dedication and enthusiasm of the people, both volunteers and paid staff, for the railway. The enjoyment all our customers get from their railway experience is that everyone coming off the train has had a wonderful time and is full of smiles. Our natural asset is the beautiful scenery (and, so far, the mostly fine weather!)
These are superb building blocks for moving the railway forward and a testament to its success and survival to date, particularly during recent challenging times.
However, as everyone knows, times are extremely difficult for all tourism businesses in the current climate. For heritage railways, there are the added challenges of aged assets, locomotives, carriages, and infrastructure, which are increasingly difficult and expensive to maintain. It is, therefore, critical that we put in place robust financial controls to manage our expenditures and monitor our income to ensure we balance the books.

On the same front we need to increase awareness of the railway particularly in the local tourist market and we will be looking to opportunities for more local branding at the front of Aviemore station, local marketing, more social media. We will re-emphasise our brand focusing on the Railway totem with the tag “The Home of Highland Steam”. I appreciate that sometimes we run diesels however steam is the particular focus which attracts our tourist customers, but we will in addition promote diesel for our special diesel Fridays. We will also feature the Cairngorms National Park Brand to highlight the beautiful scenery.
We will create some “selfie“ opportunities around our assets to encourage our customers to promote their experience with us.
We will use social media and special promotions aimed at our local community to encourage them to both enjoy and support the railway. The Cairngorm Business Partnership and other tourist businesses and accommodation providers will be used to increase awareness and encourage them to promote the railway to their guests.
We will also focus on ways to increase spend from our existing customers with upselling opportunities for celebrations, souvenirs etc. and focus our retail more on railway themed items.
Regrettably too whilst our human assets are enthusiastic, they are relatively few and despite great achievements it is harder and harder to sustain all our current activities to achieve our potential and secure the future we desperately need to attract more people. To do this we will instigate a series of social media posts showing our activities and highlighting some of our volunteers at work. We will try and reach out to the local communities surrounding us as well as the railway enthusiast community. Apart from attracting new volunteers we will also focus om training and development of our existing volunteers to help them become fully qualified and able to fulfil the roles they aspire to and which the Railway needs so much.
Internally we will continue to focus on communication trying to share our plans and involve everyone incorporating wherever ideas and suggestions from our members and supporters.
- Gordon Kirk

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