Hershey Entertainment and resorts (HE&R) has named John Lawn as its new CEO, with Lawn stepping up from his position as COO and president, a role held since October.

Lawn takes up the position immediately, replacing Bill Simpson who retires at the end of the year and will remain as CEO emeritus until then.

Joining Hershey in 2004 as food and beverage director of Hersheypark, a year later Lawn was named assistant general manager of the amusement park.

In 2010, Lawn was promoted to associate vice president of operations and later that year became vice president of operations.

He was named company COO in 2015, becoming responsible for managing all of HE&R’s divisions.

"Throughout his 13 years with the company, John has been instrumental in its growth and enhanced focus on customer service and the guest experience,” said Eric Henry, CEO and chief investment officer of the Hershey Trust Company and HE&R Board chair,

“The company is well-positioned to continue its growth in the coming years. John is the ideal person to lead this important phase of HE&R’s progression.”

Hershey’s entertainment division includes a number of brands such as Hersheypark, ZooAmerica and the Hershey Bears hockey team. Its resorts division looks after the likes of Hotel Hershey, the Hershey Lodge and the Hershey Country Club.

Established by Milton Hershey in 1927 as Hershey Estates, the business was set up as the non-chocolate producing side of the Hershey empire, which dates back to 1894 when the Hershey Company was formed.

Prior to joining HE&R, Lawn worked with clients at Yankee Stadium, FedEx Field, and the Men's US Open Championships, among other sporting venues and premier hospitality events in the US.