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CK: Why did you choose to change the admissions policy at the park?

CB: The new pay one price system has reduced theft dramatically, which was becoming an increasing problem. The old system was easy to cheat. Even though there are still teenagers who climb over fences, at least they can be ejected from the park now if they don’t have a valid ticket.

CK: How do you feel about Fastrack or Fast Pass systems?

CB: We don't plan to invest in any, although Apocalypse's queuing system was designed with it in mind.

CK: Without council restriction, what would be the first thing you’d invest in?

The enthusiasts want wooden roller coasters

CB: A wooden coaster, definitely. The enthusiasts want wooden roller coasters, it’s original and missing from most UK parks. It’s the one, definitely.

CK: And what planned projects can we look forward to?

CB: I’m very excited about the upcoming 4D Cinema, as well as the hotel and waterpark expansion over the next few years. I have been rather occupied by endless talks with the council about the latter for several years now. Alton Towers got the permission for Splash Landings and Cariba Creek in a matter of months.

CK: A lot of attractions thrive or fail thanks to competition. You’ve been here for 40 years now – what’s the main competition these days?

CB: Retail, but particularly Sunday shopping. It’s simply a much bigger threat than any other theme park or tourist attraction out there.

CK: Have you ever considering catering guests with a cocktail of the two?

CB: Yes, but as I’ve learnt from other smaller parks, retail and amusement rides don’t mix. It nearly bankrupted Lightwater Valley several years ago, for example. It’s a completely different day out.

CK: Do you think the amusement industry is well represented in the UK?

CB: No, and I’d like a level playing field with Europe in terms of tax and operation. In France, Germany and Spain, parks pay around 6% tax instead of 17-19%, as they bring an economic boost. [At the time of this interview, Drayton Manor could afford £200,000 in re-investment if similar policies were in force]. Out of all of our takings, only around 6% is profit. For such a major employer, theme parks and the industry deserve a much stronger representation from the UK government.

CK: On a lighter note, do you talk shop at family events?

CB: I am a qualified catering manager by trade, at 15 I was helping out on parks, as well as operating rides. At 17 I was a full time employee at the park, before my catering degree.

I do talk shop at family events – but it’s much more a way of life than an occupation.

An 'inland pleasure resort'

After 50 years in the business, Drayton Manor have decided to put themselves onto the short break market, following Alton Towers and Pleasure Beach Blackpool, as well as popular European hotspots such as Disneyland Resort Paris and PortAventura.

Opening in 2008, the new plans spell the biggest investment by the park to date, and hope not only to bring two hundred thousand new visitors each year, as well as 180 new jobs, but also that locals will be attracted to the waterpark during quieter times to ensure frequent revenue. It will be named ‘Stormalong Bay’, and be of a similar stature to Cariba Creek, opened at Alton Towers in 2003.

Currently, the park only have a popular but limited caravan and camping park. Conferences and banqueting have already proved popular at the park for a number of years.

The new and extended plan will compromise of an £8 million 86-bedroom 202-bed hotel, an estate of around 40 log cabins, three banqueting rooms, cinema, woodland spa, floating restaurant, improved access and car parking, as well as the plantation of around 3800 new trees to improve the local environment.

The short break market is now a huge earner. Drayton Manor have even more of an advantage than rival Alton Towers in regards to central location – Tamworth is in easy reach of three major nearby motorways, the park is less than ten minutes from the M6 Toll and around half an hour from Central Birmingham and Birmingham International Airport is a similarly sharp journey.  

While Pleasure Beach Blackpool have the Big Blue Hotel (left), and Alton Towers have the Alton Towers Hotel (right) and Caribe Creak, Drayton Manor side-step the competition by offering a Centre Parks-style resort.

In 2005, Pleasure Beach Blackpool added a new wing to their Big Blue Hotel, offering a range of accommodation from pricey club suites to spacious family rooms, and Drayton Manor can offer much more room for expansion within its woodlands and grounds.

Recently, it was announced Alton Towers would continue it’s recently adapted ‘resort’ mantra, with several schemes to spruce up and expand the park. As well as the inevitable third hotel, ‘Project Dolphin’ will offer a series of ‘once in a lifetime’ experiences for guests – Rita, was declared the park’s last roller coaster for several seasons, whereas Drayton Manor may continue to struggle to keep up with the corporate investment offered at Alton, especially since their purchase by Dubai International Capital (DIC).

But as the ‘brand’ park near Stoke continues to grow in price as well as stature, its South Staffordshire neighbour will doubtlessly remain the affordable alternative, which has always given it an edge of popularity over what is easily one of the most value debatable parks in Europe.

In fact, despite its tax woes, Drayton Manor has always remained a more budgetary day out, and one that’s never sat on its laurels – over the past decade or so, we’ve seen the introduction of a world’s first freefall ride, a new generation flume, a fairly sizable investment in a family boat ride, all having kicked off with Shockwave in 1994.

It’s also worth noting that the park has one very unique and long established advantage in becoming a roaring success in the future – the largely ignored zoo establishment. Where as Alton Towers is largely about going very fast lots, Drayton is also respectful of its heritage, offering museums, and therefore presents more leisurely pursuits.

Chessington are also considering a resort option, and have developed a similar ‘master plan’. Inviting a younger family audience, they still have the advantage of animal attractions (on which the hotel will reputedly take its base) and a fairly pleasant suburban area.

However, also under the thumb of Tussauds, it’s to be expected costs per stay will hover a bit higher than at Drayton Manor, which from a guest perspective, does well under its family and more down to earth ownership. Continues...