New Chair to lead All Blacks Experience into next chapter

Experienced New Zealand business leader Mark O'Donnell has been appointed incoming Chair of the All Blacks Experience, as the business expands its premium visitor experiences and corporate events offerings.

Mark O'Donnell, known to many as MOD, will formally take up the role in October once current Chair Stewart Mitchell concludes his term.

As a former Chief Executive of House of Travel and recently retired Chair of Ballantynes, MOD brings extensive experience across tourism, retail, and governance.

For MOD, the appointment combines two long-standing passions.

"I've always loved rugby. I played in my younger days and like many New Zealanders, it’s been part of my life for as long as I can remember.

"The chance to combine that passion with my experience leading tourism and retail companies was too good an opportunity to pass up."

Located in Auckland’s SkyCity precinct, the All Blacks Experience is a joint venture between Ngāi Tahu Tourism and New Zealand Rugby. Since opening, it has welcomed thousands of visitors from around the world to an immersive experience that tells a uniquely New Zealand story.

General Manager Ian Jones is pleased to have MOD joining the team.

"We're delighted to welcome MOD to our Board. He brings a wealth of experience, along with an extensive business network and a genuine passion for helping organisations grow.

"The All Blacks Experience has built strong momentum in recent years, and MOD’s leadership will be valuable as we continue that journey."

Over the past six years, annual visitor numbers have increased more than 284 percent, while revenue has grown by more than 1,075 percent. 

“We’re in a strong position today thanks in no small part to Stewart’s leadership. His contribution has been significant, and we’re very grateful for the guidance he has provided as Chair.”

Alongside its core attraction, the All Blacks Experience has expanded into player-led tours of the experience, hosted dinners at Michelin recognised restaurant Metita, as well as events that give people access to former All Blacks and Black Ferns legends.

Ian Jones says those experiences offer something special for guests and fans alike.

“There are plenty of places where you can host a corporate dinner, but very few where your guests can sit across the table from someone who has worn the black jersey and hear firsthand what that experience was really like.

“These are people who have experienced the highs and lows of representing New Zealand on the world stage. They can share personal stories of life in the black jersey, from the preparation and pressure to the moments they’ll remember for the rest of their lives.

“It’s an opportunity to get closer to the people behind one of the world’s most recognised sporting teams, hear stories you won’t find anywhere else, and experience a side of New Zealand rugby that few people get to see.”

MOD says the premium experiences were a key reason he was excited about the business's future potential.

"What excites me is where the business can go next. We’re already seeing strong demand, and with technology changing how people engage with our stories and experiences, there’s enormous potential to continue evolving the All Blacks Experience and connect new audiences with the legacy of our national teams."

Ian Jones said the partnership between Ngāi Tahu Tourism and New Zealand Rugby remained key to the success of the business.

"There are many synergies between New Zealand Rugby and Ngāi Tahu. Whakapapa and legacy are central to both.

"Within Ngāi Tahu we have the whakataukī, Mō tātou, ā, mō kā uri ā muri ake nei, which means for us and our children after us. Likewise, in rugby, you only wear the jersey for a period of time and your responsibility is to add to the legacy of the team before passing it on to the next generation."

ENDS

About MOD:

Mark O'Donnell is an experienced Chair and Director with expertise across retail, tourism, technology, the primary sector, utilities and building services. He has held senior leadership roles with many of New Zealand's largest companies before moving into the private sector, where he gained experience in joint ventures, capital raising and private equity.

Mark recently relocated to the Waikato and enjoys spending time in Whiritoa with his family.