Job Description

FAIRYTALE FARM

- General Manager

Reporting to:

Head of Operations & Commercial

Overall accountability:

Owner

Responsible for:

All site staff and volunteers, including Animal Manager, Maintenance Manager and Cafe Supervisors

Role Purpose

Fairytale Farm is a growing, award-winning visitor attraction with a strong focus on inclusivity, storytelling and guest experience.

The General Manager is responsible for the

day-to-day operational running of Fairytale Farm

, leading and managing the site team to ensure a safe, well-presented and welcoming environment and an exceptional visitor experience.

The General Manager is the

senior people manager on site

, responsible for staff leadership, operational standards, duty management and delivery of activities and events, working within agreed budgets and plans set by the Owner and Head of Operations & Commercial.

Key Responsibilities

1. Site & Operational Management

Take day-to-day responsibility for the

safe operation of the site

, including visitors, staff and volunteers. Act as Duty Manager as required, providing a visible leadership presence. Ensure staffing levels are appropriate to predicted visitor numbers, weather and events. Ensure opening, operational and closing procedures are followed each day. Resolve operational issues, complaints, incidents and emergencies promptly and professionally. Maintain site security and operational readiness.

2. People Management

Lead, manage and motivate all site staff and volunteers. Line-manage the Animal Manager, Maintenance Manager and Cafe Supervisors. Oversee recruitment, induction, training and development of staff. Manage performance, conduct appraisals and address disciplinary or grievance issues in line with company procedures. Ensure clear roles, responsibilities and expectations are in place across teams.

3. Health, Safety & Compliance (Operational)

Ensure risk assessments, inductions and training are implemented and followed on site. Maintain high standards of health and safety, cleanliness and presentation. Ensure compliance with food hygiene requirements and maintenance of the 5-star hygiene rating. Conduct site inspections, emergency drills and operational compliance checks. Work with the Head of Operations & Commercial on any insurance-related or regulatory matters.

4. Visitor Experience, Admissions, Cafe & Shop (Operational)

Oversee day-to-day operation of admissions, cafe and retail. Ensure EPOS systems are operated correctly and issues escalated where required. Ensure stock is managed effectively by Cafe Supervisors and delivered in line with agreed budgets. Maintain high standards of customer service, cleanliness, presentation and merchandising. Be actively visitor-facing and responsive to guest needs.

5. Events & Activities (Delivery)

Deliver events and seasonal activities in line with agreed plans and budgets. Coordinate staff, resources and on-site logistics for events. Provide feedback on operational performance and visitor response.

6. Animals & Grounds

Ensure animal welfare standards are maintained through effective management of the Animal Manager and team. Ensure Fairytale Farm retains Animal Assured Attraction status. Oversee site maintenance and grounds work through the Maintenance Manager, ensuring priorities are clear and safety standards met.

Working Pattern

This is a

full-time role

, normally working

5 days per week

. The role requires

regular weekend working

, reflecting the nature of a visitor attraction. Ideally, the postholder will work

both weekend days

, although a

minimum of one weekend day

per week is required. Working hours will generally align with site opening hours and operational needs, with flexibility required during peak periods, events and school holidays.

Person Specification

Essential Requirements

Proven experience in a

people management or operational leadership role

, ideally within leisure, hospitality, tourism or a visitor-facing environment. Demonstrable ability to

lead, motivate and manage teams

, including supervisors and managers. Strong understanding of

day-to-day operational management

, including staffing, rotas and duty management. Sound knowledge of

health & safety and compliance

in a public-facing environment. Excellent

customer service and visitor experience

focus. Ability to remain calm, professional and decisive in a busy, fast-paced environment. Strong organisational skills with the ability to prioritise multiple tasks. Confident verbal and written communication skills. Comfortable working directly with the public, including families and visitors with additional needs, in line with Fairytale Farm's inclusive ethos. Willingness and ability to work

weekends, bank holidays and peak seasonal periods

.

Desirable Requirements

Experience working in a

visitor attraction, farm park, theme park, zoo, heritage site or similar environment

. Experience managing

seasonal staff

and fluctuating visitor numbers. Knowledge of

cafe, retail or admissions operations

. Basic familiarity with

EPOS or ticketing systems

. Experience supporting the

delivery of events or seasonal attractions

. First Aid at Work qualification (or willingness to obtain). Food hygiene qualification (or willingness to obtain). Experience working with or around

animals in a regulated environment

.

Personal Attributes

Approachable, visible and hands-on leadership style. Positive, resilient and solutions-focussed. Flexible and adaptable in response to operational pressures. Strong sense of responsibility and ownership for the site and team. Aligned with Fairytale Farm's values of inclusivity, care and high-quality visitor experience.

Why Work at Fairytale Farm?

Fairytale Farm is not a typical visitor attraction. It is a

values-led, award-winning family attraction

with a national reputation for accessibility, inclusion and thoughtful design, particularly for children with additional needs.

As General Manager, you will have the opportunity to:

Lead a

warm, committed on-site team

in a genuinely welcoming environment. Work in a role with

clear boundaries and support

, focused on people, operations and guest experience -- not hidden financial or commercial pressures. Be part of a

stable, single-site business

, rather than a high-turnover or multi-site operation. Play a hands-on leadership role where your presence, judgement and people skills genuinely matter. Deliver a varied programme of

seasonal events and experiences

, meaning no two months are the same. Work closely with an engaged Owner and a dedicated

Head of Operations & Commercial

, giving you support, clarity and realistic expectations. Take pride in leading a place that creates

positive, memorable experiences

for families of all abilities.
Fairytale Farm offers a professional but friendly working environment, with a strong sense of purpose, clear structure and the opportunity to make a visible difference every day.

Job Type: Full-time

Pay: 30,000.00-40,000.00 per year

Benefits:

Company pension Employee discount Free parking On-site parking
Experience:

people management or operational leadership: 1 year (required)
Work Location: In person