'I just found somewhere that fit' - Stacey Carnell named 2023 Betting Shop Manager of the Year

What started out as a job as a cashier at 18 has culminated in Stacey Carnell being crowned as the Racing Post/SIS Betting Shop Manager of the Year at an awards ceremony at Lord's cricket ground in London on Monday.

Carnell, 32, was praised for her "great attitude, skillful approach with customers, strong team leadership ethic and her thoughtfulness in how to deal with industry challenges" by former BHA chief executive Nick Rust, who was on the panel of judges.

Regional champion for the north and north east, Carnell is a manager for Ladbrokes in Barnsley and has been in the industry for 14 years having started out as a cashier with Coral.

"I came out of college, I needed something little to start me off and that was it. I just stayed, I couldn't leave," she said after receiving the overall prize from ex-England cricketer Ryan Sidebottom. "There are certain people who are lifers, and I am definitely a lifer!

"I wasn't expecting it. I just go to work and I try to do a good job everyday. I try to look after my people, my teams and my customers and I just try and do right by them. The fact that I have got this far from just doing that has honestly blown my mind."

Carnell became a betting shop manager within five years of joining Coral and then moved to Ladbrokes following the two companies' merger in 2016. She has subsequently become a marketplace manager and has also developed her skills by providing area manager holiday cover in the region.

She was initially lost for words after being named as the 2023 champion, but once the news had begun to sink in she said: "I've seen this competition in the Racing Post year after year but you never imagine yourself being in it, let alone winning it.

"It's not my accomplishment alone. I've had some amazing shops, I've got excellent support, the company itself looks after its people so much. I just found somewhere that fit."

Carnell described the teams she works with as "amazing", singling out colleagues Becca Wroe and Vikki Goldspink who were with her at the ceremony.

She added: "I know it sounds really cheesy and corny but we just all get on. We really look out for each other, we just want what's best for each other and the customers."

Stacey Carnell: named the 2023 Betting Shop Manager of the Year at a ceremony in London on MondayCredit: John Grossick

Carnell's pride in the industry shone through and she emphasised the social aspect of betting shops as well as the importance of looking after customers from a safer gambling standpoint.

"The industry has got a bad rep," she said. "It involves people financially and especially lately with the affordability checks.

"But what people don't understand is that it is a social place. It's a social gathering and a hub where people come and talk to their friends.

"We get to know our customers so well and look after them, we really do. You get to know them on a personal level. I would tell people from outside the industry it is not how you think it is."

Carnell said customers in her shop had cheered when news of her nomination appeared on the television screens.

She added: "You get to know your customers really well. They come in day in day out and you get a real connection.

"When you have to approach them on such a sensitive topic that's quite hard but we do it because we care and we need to look after them."

Joanne Moran, regional operations director for Ladbrokes' parent company Entain, said they were "all incredibly proud of Stacey".

Moran added: "She is an exceptional manager and utterly deserving of this accolade, along with her shop teams, who she paid tribute to. I have no doubt she will be a great ambassador for the betting shop business over the next 12 months.

"She spoke beautifully about the important community role her betting shops, and all betting shops, provide, and the personal care and attention that she and her shop team show their customers day in day out. She is a credit to Ladbrokes and Entain, and we look forward to shining a spotlight on her amazing achievement in the months to come."

Carnell, who will be invited to several key racing and betting occasions during her year as champion, was the fourth Ladbrokes manager to win the prize from the last eight competitions.

The seven other finalists were David Barcroft (Paddy Power, Bury St Edmunds), Gordon Champion (William Hill, West Wickham), Jackie Kerr (Paddy Power, Swords), Danielle Baker (Coral, Oswestry), Andrew Lord (Coral, Accrington), Danny Morrison (Betfred, Stranraer) and Ryan McNaught (Ladbrokes, Plymouth).

The judging panel included Nick Rust, Ibas chief executive Richard Hayler, Helen Scott of SIS and broadcaster Tanya Stevenson.

What the judges said

Tanya Stevenson, broadcaster

A massive thank you to the managers and their colleagues for such a wonderful day. To be transported into their shops and life was a privilege. The way they continually handle all that comes their way can only be applauded.

Congratulations to Stacey, you will be a great ambassador at a time the industry needs it most. We are all fully behind you.

Nick Rust, former BHA chief executive

It's always a pleasure to be involved in these prestigious awards, and to meet so many fabulous people from across the betting shops.

This year, it was harder than ever to make a decision about the overall winner given the high standards the finalists all set in delivering great service and people leadership, and many spoke well on how best to manage industry issues such as affordability checks.

In the end, Stacey succeeded because of her great attitude, skillful approach with customers, strong team leadership ethic and her thoughtfulness in how to deal with industry challenges.

Helen Scott, SIS

It was a pleasure meeting our eight regional champions and each and every one of them should be proud of their achievement.

One consistent theme from all of them was their passion, enthusiasm and commitment to their customers, team and employers.

In what is a difficult trading climate that presents significant challenges, our champions did nothing but provide assurance that our sector and its customers are in safe hands. Willing to embrace change? Absolutely. But also keen to be heard about how we should implement it in the right way. Their contributions to our discussions were well considered and articulately delivered.

Congratulations and well done to our newly crowned champion Stacey. Enjoy celebrating your success and get ready for what I'm sure will be a very interesting year ahead!

Andrew Pennington, Racing Post

First, well done to all eight regional champions. The achievement of reaching the final of this competition should not be underestimated and they have all shown a dedication and commitment to the retail industry that should be applauded.

Congratulations to Stacey on becoming our new champion. At a time when the betting industry needs to be heard she will be a fine ambassador for all managers and shop staff. I hope she enjoys the next 12 months.

Industry reaction

Stacey is an incredible winner with an amazing story. She is the most deserving champion who has such a customer focus. Betting shop managers do such a brilliant job.
Mark Renshaw, Racing Post chief executive

This is one of my favourite days of the year. Betting shop managers have so much enthusiasm for their jobs and they look after their customers. To celebrate that here is great. Well done to all the finalists.
Richard Ames, SIS chief executive

Shops are almost a forgotten part of the industry, but they are such an important part of the industry. They all do such an amazing job. Managers like Stacey work and live in the community, so they know their customers. Congratulations to all the regional champions.
Paul Witten, SIS commercial director

A fantastic event. It's great to hear all the stories from the betting shops. The managers contribute so much to the industry. Congratulations also to Jim Cremin for everything he has contributed in the 35 years he was involved in the competition.
Tom Kerr, Racing Post editor

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Introducing the final eight chasing the Betting Shop Manager of the Year title 

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