Direction Associates was set up as a private company in 1990, by Judith Clarke, as a specialist hotel personnel and training consultancy advising on a range of operational, development and personnel issues.
Graeme joined the business to add training support for event companies as well as developing Direction Hospitality, offering private hospitality and event management. Graeme brings extensive event experience to the company having latterly worked as Food Service Standards Manager for the major racecourses in the UK and managing event teams at key national and international events such as The British Grand Prix, The Grand National and PGA Golf.
2007 - 2011
Judith worked alongside Hospitality & Leisure Manpower (HaLM). HaLM was a national research and consulting group based in London and managed the work of The Best Practice Forum for Hospitality, Leisure & Tourism and the Hospitality Skills Alliance. The Best Practice Forum comprised 9 professional bodies including The British Hospitality Association and Meetings Industry Association, along with the Institute of Hospitality and the British Institute of Innkeeping. The Hospitality Skills Alliance comprised the 7 key professional membership organisations: Academy of Food and Wine, Craft Guild of Chefs, Royal Academy of Culinary Arts, UK Housekeepers Association, Clefs d’Or, UK Bartenders Guild, Front Office Managers Association (AICR)
Judith and Graeme moved from face to face training to developing professional online learning. The learning is targeted at Level 2 (operational staff) and is essentially instructional rather than the ‘game’ approach. This is deliberate in order to provide a high level of information and detail especially aiming to give learners explanation of ‘why’ points are important to carry out and therefore achieve high professional standards.