Santa's Secret Forest
Who’s Behind Santa’s Secret Forest?
We are a group of experienced professionals from the worlds of festivals, live events, and television. Between us, we have worked on some of the most iconic shows and events in the UK. But beyond the lights and logistics, we are also parents who know just how quickly childhood slips through our fingers.
The idea for Santa’s Secret Forest was born out of a shared desire to create something truly special for our own children. Many of us still spend long hours away from home working on events across the country. That reality has only made us value the small, magical moments with our kids even more. Those little moments are the ones that stay with us, and they are what inspired us to build something that feels unforgettable.
Santa’s Secret Forest is full of joy, imagination, and heart. It is our modern take on a timeless tradition, designed to stretch the magic of Christmas just a little longer. We hope it brings families together, helps them make incredible memories, and gives parents the chance to hold on to that precious belief for one more year.
Buy TicketsMeet the Team
Meet the team of professionals behind Santa's Secret Forest. We've got decades of experience between us but we're all big kids at heart!
James
Creative Director
Jay has worked in the events industry for over 27 years delivering large scale live experiences across the UK. From supplying full production and staging at iconic venues like Milton Keynes Bowl, to delivering major UK arena tours and contributing to the success of Reminisce Festival, a huge celebration of classic dance music attracting tens of thousands each year, Jay has built a reputation for bringing ambitious concepts to life. His experience also spans the world of television, having worked on a range of high profile prime time TV shows, further showcasing his versatility and creative expertise.
Santa’s Secret Forest is the culmination of decades in the industry, born from years of supporting other events without having full creative control. Now, with no limits or restrictions, Jay is focused on creating the truly unexpected, year after year.
Tory
Managing Director
With over 13 years in the events industry, Tory has led production management on large scale festivals for global music talent and built high performing teams known for delivering unforgettable experiences.
Most recently, Tory was instrumental in delivering production for comedian Paul Smith’s sell out national arena tour.
Her career began in HR with Crowne Plaza Hotels, where she developed a strong foundation in leadership and people development.
Now a proud mum to a six year old, Tory’s passion for creating magical, family focused experiences is stronger than ever. Santa’s Secret Forest is a personal mission, blending her love for storytelling, technology, and festive nostalgia to reimagine Christmas for a new generation.
Andy - Marketing
Marketing
Andy brings over 20 years of extensive experience in the music and entertainment industry, including 18 influential years at Cream Global Ltd, the last six as Head of Marketing. In this role, he managed marketing for world-renowned events such as Creamfields festival, Liverpool’s On The Waterfront and In The Park festivals, and was the driving force behind the creation of the hugely successful Cream Classical series.
His creative expertise was pivotal in launching innovative projects including the groundbreaking Steel Yard, Runway, Silo stages, and 2025’s newest venue, HALO. Prior to Cream, Andy honed his skills as Marketing Coordinator for Manchester Pride.
Andy is the proud Dad of 3 kids aged 3, 13 and 17, and has revelled in telling his youngest that he now works for Santa.
Carole - Operations
Operations
Carole comes with over 20 years experience as a senior manager in retail, in store management but also in HR and training roles in well known brands such as GAP and Marks and Spencer. She also has extensive experience as a charity professional successfully managing the well known local Charity Radio City’s Cash for Kids for just over 10 years.
Then in semi retirement she worked as operations manager in the Christmas Installation sector. Carole has over 30 years’ experience in customer facing, operational, fast pace, high profile, media and commercial organisations.
Carolyn - PR
PR
One of Liverpool’s most celebrated and experienced PR professionals Carolyn Hughes is marking 25 years promoting some of the region’s top businesses and most recognised brands. An innovator and connector with one of the city’s finest Black Books Carolyn’s high level contacts make her a number one choice for PR.
Her no nonsense results driven approach has shaped some of the city’s most memorable events and successful campaigns across leisure, retail, legal, B2B and lifestyle PR. With strong communication skills and strategic planning she consistently delivers award winning results and lasting relationships across the media and business sectors.
CHPR has been behind many of Liverpool’s biggest success stories and her passion for PR will continue to drive exciting concepts in the years to come.
Alan - Licensee (Mr Christmas)
Licensee / Mr Christmas
Alan’s journey in events began backstage at Butlins as a stagehand, where his love for live entertainment first took root. Since then, he’s been involved in countless productions and attractions, including a key role at the iconic Winter Wonderland at Manchester’s EventCity.
Fun, outgoing, and full of festive spirit, Alan is proudly known as Mr. Christmas among the team. His passion for all things yuletide shines through in everything he does, bringing joy, energy, and a touch of magic to every detail of Santa’s Secret Forest. With a deep background in event operations and a love for making people smile, Alan helps bring the wonder of Christmas to life for families and children alike.
Erin - Social Media
Social Media
Erin leads the day-to-day social media for Santa’s Secret Forest. Having started her career at a young age, she brings a fresh, dynamic perspective and a deep understanding of the ever-evolving digital landscape.
Passionate about storytelling and audience engagement, Erin knows how vital social media is in building excitement and creating a magical connection between our experience and the community.
Her creativity and instinct for trends ensure that the spirit of Santa’s Secret Forest comes alive online all year round.
Liam - Food & Beverage
Food & Beverage
With over a decade of experience in the food and beverage industry, Liam has built a career around delivering high quality catering experiences at some of the UK's most iconic events. Over the last 10 years he has had the privilege of operating and managing catering for major UK festivals consistently serving large crowds with efficiency creativity and an unwavering commitment to quality.
In addition to his work at music and cultural festivals he has played a key role in the planning and execution of seasonal events, including Christmas markets and winter themed activations. From traditional festive fare to innovative street food concepts, he has helped shape memorable culinary experiences that keep guests coming back year after year.
His passion lies in combining logistical expertise with a deep understanding of what makes food memorable; whether it is under summer skies at a festival or amid the twinkling lights of a Christmas market.
Simon - Security
Security
Simon is the Head of Security at Santa’s Secret Forest, bringing over 30 years of expertise in managing crowds and ensuring public safety at some of the world’s most high-profile events. As the founder of Titan Risk Management, Simon has worked alongside the biggest global brands and artists, delivering security solutions for major festivals, arenas, and live experiences across the UK and beyond.
His approach combines rigorous operational planning with a deep passion for both crowd safety and the customer experience. Simon believes that a safe event is the foundation of a magical one, and his calm leadership and wealth of frontline knowledge help ensure every guest feels welcome, protected, and free to enjoy the moment.