Iconic Liverpool visitor attraction Strawberry Field – immortalised in song by the Beatles – sees a new mission director take the helm at the Salvation Army-owned site. Tony McDonough reports
Owner of the iconic Liverpool visitor attraction Strawberry Field, the Salvation Army, has announced a change in leadership.
After seven years of service, mission director Major Kathy Versfeld will move to a new role within the Salvation Army alongside her husband and colleague officer, Major Allister Versfeld.
Major Michelle Lovegrove-Huggins, a leader with 33 years of experience with The Salvation Army, is stepping into the role of mission director in July. She has been part of the Strawberry Field team since August 2024.
Strawberry Field, in south Liverpool was immortalised in the 1967 Beatles hit Strawberry Fields Forever.
It is a property in the Woolton area of Liverpool and included a Victorian house that was originally built as a private residence. It was acquired by the Salvation Army in the 1930 and converted into a children’s home.
Growing up nearby, John Lennon had played in the grounds of the house, which was eventually demolished in 1973. It was replaced with purpose-built units. Its red-painted entrance gates became a place of pilgrimage for legions of Beatles fans.
Since arriving in Liverpool in 2018 to take up her appointment Kathy has watched the new centre take shape, from the foundations up. This included the recruitment of staff, the roll out of the Steps at Strawberry Field employability programmes.
In 2019 she oversaw the opening of the gates of Strawberry Field to the general public, welcoming John Lennon fans from around the world as well as community volunteers and service users to enjoy the peace and tranquility of the gardens.
During her tenure, Kathy has been a driving force behind the realisation of the centre’s vision, Gates Open for Good, and steering the attraction through early challenges during the COVID lockdowns.
She also welcomed John Lennon’s ‘Imagine’ piano to the exhibition in 2020, the unveiling onsite of the global Ukrainian Peace Monument during Eurovision 2023 and, in partnership with her husband, the construction of the Strawberry Field Bandstand.
“It has been the deepest privilege to lead the team at Strawberry Field, as we have sought to ‘open the gates for good’”, said Kathy. “The new visitor centre and the ‘Strawbs’ that call it home will always hold a special place in my heart.
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“There is no other place in the world quite like Strawberry Field nor Liverpool, for that matter. We will miss our many friends across the city region and feel blessed to have been a tiny part of your journey.”
New mission director Michelle said it had been “my honour” to serve alongside Majors Kathy and Allister Versfeld. She added: “Since last August I had the privilege of getting to know the team, the history of Strawberry Field and to capture the passion and vision of all that it now represents.”
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