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Tuesday, September 16, 2008, 07:30
In her previous role as public relations manager for Royal Crown Derby, she worked to raise the profile of the pottery firm for the past 10 years.
Now she says she is ready to find and promote all the jewels in Derby's crown.
Yesterday, she started her new job as visitor service development manager at Derby City Council, a post she said she was drawn to because she feels Derby has a really promising future.
"There is so much development in Derby and it is an exciting time in the history of the city," she said.
"When development happens it opens up new opportunities to show people what we've got to offer.
"There are opportunities to draw people into the city who are visiting the Peak District but also to make people aware of what we have here and encourage them to stay longer."
As well as developing ways to attract more people to Derby, Mrs Birks, 42, will be responsible for making sure visitors' inquiries are dealt with properly before and after they come to the city.
She will also manage the tourist information centre and liaise between hotels, tourist attractions and other private companies to make sure they are promoting themselves and the city well and are offering top-notch services.
And she said that was the key role the council had to play in tourism in Derby.
"If we don't have someone talking with organisations and partners involved in tourism, then people go off and do their own thing and that can often lead to duplication or some areas not being covered properly," she said.
Her boss, Alan Smith, head of city development and tourism, said the council's role in attracting tourists was important in helping Derby to be successful.
"Tourism is an important part of the economy in Derby and is often underplayed," he said. "But a lot of people come in from further afield and now with Westfield we have more and more visitors.
"It is important that we maximise the impact of those people and encourage them to stay as long as possible."
Mrs Birks said Derby had several advantages when it came to pulling in visitors.
With its position at the gateway to the Peak District, it can offer tourists accommodation and shopping opportunities as well as city centre museums and cultural experiences such as theatre, art displays and music concerts.
The council also believes that The Derwent Valley Mills World Heritage Site, which runs along the River Derwent, from Derby's Silk Mill to Masson Mills at Matlock Bath, has the potential to be a significant tourism attraction for the city.
But Mrs Birks said cultural attractions like the Derby Feste event, planned for the opening weekend of the Quad arts centre in the Market Place, would also encourage people from across the country to come to Derby.
"Things like Derby Feste are important for the future of the city because they can attract people from miles around, not just local people," she said. "Certainly, one of the things we are doing is trying to promote Derby as a city break destination and these sorts of attractions are important to that."
Mrs Birks has replaced Marion Nixon, who retired from the post in July. Before working for Royal Crown Derby she had experience in the tourism section of Nottingham City Council. She also worked as marketing manager and centre manager for the Tales of Robin Hood attraction.
"Royal Crown Derby broadened my experience and obviously helped me get to know Derby very well.
"Now I'm looking forward to getting my feet under the table and getting to know the people I'm working with."
Other new faces will also join the tourism team during the coming months.
Anthony Byrne, from Derbyshire County Council, will become investment development manager dealing with inward investment into the city, and Chris Pook, who comes from Amber Valley Borough Council, will become economic regeneration strategy manager.
TOURISM ROLE: Stella Birks is Derby's new visitor service development manager and, below, the Westfield shopping centre, which is drawing people to the city
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