Meet the Mentors

Adrian Barsby

Throughout his career, Adrian has been committed to improving business performance through a drive for greater quality. He believes the mentoring project will help create a critical mass of about 50 companies committed to raising standards and helping to make Flintshire a quality destination. He picked his team of mentors carefully.

"When I set up Barsby Associates, I wanted to work with people who shared my philosophy of doing business in an ethical way and having a bit of fun along the way," he says.

"I, and the other mentors, are at a point in our careers where we have plenty of experience but we still have the energy, enthusiasm and passion for getting things right".

Adrian was previously a director and shareholder of the Beaufort Park Hotel near Mold before leaving to run a major hotel and property company on the Isle of Man. He's chaired Flintshire Tourism Association, the Borderlands Alliance and North Wales Tourism and is a past committee member of Chester, Ellesmere Port and North Wales Chamber of Commerce.

Eleri Llwyd

Eleri, who runs hospitality consultancy Hyfforddiant PRAGMA Training, has more than 20 years senior experience in hotels and restaurants in London, Switzerland, France and Ireland – not forgetting Wales.

As a resident manager, she introduced a standards programme at the five-star Merrion Hotel in Dublin, which was voted the leading hotel in the world in 2004.

She trained the entire food and beverage team at the Langham Hilton in London, developed creative theme events for the Regent Four Seasons and even blended campaign with Louis Roderer.

Welsh-speaking Eleri is a regular contributor to food programmes on Radio Wales and S4C and lectures part-time in hospitality and catering at Coleg Meirion-Dwyfor. She’s on the board of both North Wales Tourism and the North Wales Music Festival.

"My main focus is to ensure that each business has the opportunity to develop a realistic and practical quality action plan that can make a difference to the customer experience in Flintshire," she says.

Neil Evans

Neil has run guest accommodation The Old Mill at Nannerch with wife Susan for the last 22 years, creating an award-winning four-star venue out of a derelict stable block.

He chaired the Flintshire Tourism Association and is a member of both the North Wales Borderlands Tourism Partnership and North Wales Tourism. Neil spent 24 years of his early career in British Telecom's engineer and remains fascinated with communications technology. "The way the internet allows simultaneous communication with people all around the world still gives me a real kick," he says.

"I'm convinced that tourism operators need to get to grips with the new social networking sites to get their message across. That's increasingly the way people make decisions about places to visit and where to stay."

He has championed new media projects such as web4-u, designed websites for the Flintshire Leisure Drive and Mold Food and Drink Festival, and was the driving force behind the launch of visitmold.com.

Elizabeth Musgrave

Elizabeth spent ten years working at a senior level in what is now Her Majesty’s Revenue and Customs. While with HMRC Elizabeth worked for their International Division, the Head Office of the UK Revenue which is responsible for the taxation within the UK of multinational groups. Here she worked on the Revenue’s investigation of the transfer pricing policies of a number of household name multinational companies including major pharmaceutical and entertainment groups. She also specialised in investigation of intra-group cross border funding arrangements via the UK’s transfer pricing and thin capitalisation legislation.


Moving to the leading global accountancy firm KPMG in 2000 to set up their transfer pricing practice in the North and Midlands. Elizabeth built a million pound turnover business within eighteen months working with many multinational clients from small European based groups to major global players. Her specialist expertise allowed them to achieve transfer pricing strategies which are both highly tax effective and sufficiently robust to meet the increasingly demanding compliance requirements imposed by fiscal authorities around the world.

In 2004 Elizabeth’s expertise in the area of cross border funding led to a move to London where she led a team providing assistance to household name multinationals. She has spoken at numerous international conferences and been part of the senior management of a group within KPMG with a multimillion pound turnover. She has wide experience of marketing and developing business and of recruiting, developing and motivating staff.


A move to North Wales in 2005 led to Elizabeth’s decision to make a career change. While she retains a network of contacts in business and within HMRC from her years as an adviser, she now runs a holiday cottage business in the Clwydian hills, and writes a successful blog and contributes to other on line publications. She has developed considerable expertise in the use of Social Media such as blogging, twitter and facebook for marketing within the tourism industry. As an accountant by training, she combines financial acumen with a wealth of experience of what makes for successful business. The combination of this commercial expertise and her hands on knowledge of how to increase a business’s profile through the use of Social Media techniques makes her uniquely placed to help tourism businesses to cut marketing costs while hugely increasing their reach.