Alice Edmonds spent much of her childhood moving around, living in Devon, Hampshire and Italy before finally settling in Somerset.
Alice completed an HND in Leisure and Recreation Management at her local college, during which she found that she most enjoyed the Event Management module. This encouraged her to take further steps to ensure a future in this industry was possible.
She enjoyed a very successful employment record throughout her studies, such as working for i2i Development Solutions, a local company who specialise in corporate team building weekends and adventure education for disadvantaged teenagers, and in hospitality at the Principality Stadium, Cardiff, which gave her a great insight into the running of such a venue.
After graduating in 2007 with a BA (Hons) in Event Management from the University of Wales Institute, Cardiff (now named Cardiff Metropolitan University), Alice returned home to Somerset and started working full-time with TRI UK in the Mail Order department, but soon moved for a more fulfilling role at a specialist tour operator, Casterbridge Tours (now called WorldStrides).
When her six-month contract with Casterbridge Tours ended, Alice secured a position as Race Office Coordinator with IRONMAN UK Events Ltd, where her true talents for event organising were nurtured and flourished.
Over the next three years, Alice saw her responsibilities within the company increase, from basic office admin to logistical coordination and liaising with the various councils to ensure each event was a success. In 2011 Alice was made redundant when new owners moved the company’s premises to Oxford and Alice wasn’t able to relocate for personal reasons.
In 2012, after she had returned to TRI UK, Alice met John Casson for the first time. She then became his personal assistant and started helping him with his various projects. This included helping John to organise a weekend to commemorate the start of the year that marked the 70th anniversary of Exercise Tiger. Over 2,500 guests attended this three-day event, including the United States of America’s ambassador to the United Kingdom and a large group of Americans that included two veterans of Exercise Tiger. To find out more, please visit News and Gallery.
Alice has also assisted John with organising his annual charity lunches and dinners at Gidleigh Park, which was then Michael Caines MBE two Michelin star restaurant on Dartmoor and Cliveden House hotel in Taplow, the Chef André Garrett.
Charities that benefited from these events include the adoption agency Families for Children, the Royal Marines Charitable Trust Fund, the Greater London Fund for the Blind, and Sandy Gall’s Afghanistan Appeal.
Guest speakers for these events included Lord Julian Fellowes, creator of Downton Abbey; veteran journalist and presenter of ITN’s News at Ten, Sandy Gall; Sir Michael Parkinson; and the then Chief of the Defence Staff, General Sir David Richards.
In November 2013, John Casson took a group of 15 people to visit St Mary’s School near Darjeeling. Among this group were sponsors of the school and some of John’s close friends. Alice was involved in the organisation of this trip and also joined the group as they attended a very special day at the school, meeting the children and CJ Sisters who run the school. This was a most moving and humbling experience for Alice and has fuelled her thirst to see more of India and the world.
Alice assisted John with organising a similar trip in 2015, this time for two separate groups, both of which visited St Mary’s School for a very memorable day. The second group, which Alice joined, also visited Kohima in the far north-east of India on the border with Burma. It was here that one of the bloodiest battles of World War II took place.
In 2016 Alice had the great privilege of working with John on his autobiography, A Bored Casson is a Dangerous Person. For Alice and John, this journey into the world of publishing was an interesting and educational experience. Alice worked alongside Full Media Ltd and Pureprint printers on proofreading, editing and producing the completed version of the manuscript, and used her talents for management to ensure that this very special project met the deadline.
Alice is a trustee of the John Casson Foundation.
In her spare time, Alice is passionate about rugby and event organising. She is the secretary of her local rugby club, Yeovil, where she organises a hugely successful annual rugby sevens tournament. She has also volunteered at other local events, such as the Yeovil Show and CokerFest, and is helping behind the scenes with some other local companies who want to put on events.
When she has time, Alice enjoys attending Crossfit classes, playing rugby and netball, and spending as much time as possible with her three horses, with which she competes at a local level in many disciplines. Alice is also passionate about the countryside and rural life.