From barmaid to boss – how Elma John rose through the ranks to manage the first Haven park with an onsite J D Wetherspoon pub
Back in 1991, Elma John was at a career crossroads – join the police force, where she had already been accepted into a role, or explore another path. A gut feeling suggested that the former wasn’t the right direction, and Elma decided to take what she called a ‘fun job’ while she contemplated her future. This choice led her to Haven, setting the stage for a lifelong career.
Elma’s journey began as a seasonal barmaid at Northumberland’s Haggerston Castle. Demonstrating a passion for guest experience, she moved to Kiln Park in South Wales a year later as a bar supervisor and assistant complex manager. Two years on, Elma was promoted to complex manager for the Welsh holiday park. Since 1999, Elma has served as the general manager at seven different parks across the UK.
From starting her career behind the bar more than 30 years ago, Elma is now the General Manager of Primrose Valley holiday park in North Yorkshire, which was the first Haven park to open an on-site J D Wetherspoon pub, following an exclusive agreement signed with the pub chain last year. At Primrose Valley, she manages a team of 480 colleagues and expects to welcome more than 25,000 guests this year. In 2024, over 600,000 pints were poured, along with 65,000 burgers and 30,000 pizzas enjoyed by guests.
Understanding the importance of personal and professional growth, Elma has participated in several leadership programs over the years, focused on honing skills in leadership and mentoring, strategic decision-making, and fostering diversity and inclusion.
Throughout her career, Elma has maintained that her favorite part of the job is working with people. “At the beginning of my journey, I quickly realized that working with people was the way I saw my career going," she recalls. "With Haven, if you worked hard, enjoyed being part of a team, and loved looking after guests and owners, then career options presented themselves.
"With 25,000 holidaymakers expected this year at Primrose Valley and managing a team of 480, the incredibly fast pace of the tourism industry and sheer diversity in my role mean that two days are rarely the same, but I wouldn’t change it for the world.”