Reflections Holiday Parks bids goodbye to CEO Steve Edmonds

Esteemed CEO Steve Edmonds has decided to seek out new challenges, leaving Reflections Holiday Parks after 7.5 years at the helm.

During his tenure, Mr Edmonds established the Reflections Holiday Park’s brand, unifying operations at 37 holiday parks on crown land and 33 reserves.

The portfolio’s annual turn-over, initially managed under multiple smaller trusts, grew from $35 million to $57 million a year.

CEO Steve Edmonds


Mr Edmonds said it had been a privilege to establish and lead an organisation charged with the responsibility of rebuilding and managing valuable lands and improving the experience and facilities offered to holiday makers.

“The past seven years have been full of challenges and great rewards,” Mr Edmonds said. “Much of the early effort required critical infrastructure being built for fire and water needs, water treatment plants, electrical and sewer upgrades.

“In more recent times we have developed a unique style for our parks with new award-winning developments encompassing ecologically sustainable design principles, local native revegetation of the grounds and innovations like our tiny homes.”

Tiny homes at Moonee Beach


“We also introduced the Reflections brand to the market–a play on the twin joys of reflecting back on a wonderful holiday with family or friends and the pleasure of having a holiday by the water.

“Most of all I would like to thank the fabulous team I worked with. Their support has been wonderful.”

Chair of Reflections Holiday Parks, Wendy Machin, thanked Mr Edmonds for his years of service.

“Mr Edmonds has worked hard to build a new organisation over the past seven years and on behalf of the Board and wider community, we thank him for his efforts, we wish him well in his new endeavours and look forward to building on his efforts in the new chapter,” Ms Machin said.