Drayton Manor | new MD Victoria Lynn
Victoria Lynn took up the managing director function at Drayton Manor this spring. Born within the North East of England, she cast her theme park profession within the United Arab Emirates. Over a profession spanning greater than 20 years, she held roles with, amongst others, Wild Wadi Waterpark, Ferrari World Abu Dhabi and DXB Entertainments. Most not too long ago, she served as normal supervisor of Dubai Holding’s points of interest division.
Based by the Bryan household in 1950, Drayton Manor within the West Midlands was offered to Looping in 2020. The French group has since invested within the themed lands Journey Cove and Vikings. And now, following Lynn’s arrival this spring, a new era actually has arrived for the theme park resort and zoo.
Right here, in her personal phrases, the park’s boss shares her themed desires for Drayton Manor.
Theme park recollections
My first theme park was most likely Metroland on the Metro Centre [Gateshead]. I feel it was one of many largest indoor theme parks again then, within the ‘80s.
My first ever trip, as we’d’ve known as it, can be the ‘shuggy boat’ – or a pirate ship like now we have with Bounty at Drayton Manor. I keep in mind not desirous to go on the rollercoaster! However these had been our Saturdays as children, and I beloved it. And now I get to go to Drayton Manor on daily basis as an grownup!
I feel the COVID scenario introduced alongside just a few house truths, and allow you to think about what you wish to do in life. I not too long ago had a son, and after 22 years away I believed it was time to come back and put down some roots once more within the UK. Proper now he’s obtained a really impartial accent, with somewhat trace of Geordie [Tyneside accent] as a result of his mum’s a Geordie! I don’t know if I’ll be within the UK endlessly, however I used to be prepared for a change, and it felt like the appropriate transfer.
It’s an thrilling time for Drayton Manor. I noticed a lot potential within the proudly owning group, in Looping. They’re actually dedicated to growing the park. We’ve obtained some formidable plans for the following 5 years and past. It’s actually thrilling being a part of an organization that has a imaginative and prescient, and with individuals who perceive theme parks 100%.
Multi-generational service
Whereas we develop a brand new imaginative and prescient, mission and values for the enterprise, one of many key issues we wished to maintain had been the traditions and heritage of Drayton Manor. It was 1950 when this park first opened its gates. Not many theme parks have that wealthy heritage or household really feel.
There’s some workers who’ve labored right here so long as 30 years, possibly extra. In Dubai, in the event that they made it to greater than 5 years that was a large achievement. But when I meet somebody who’s been right here six years, they’re like a beginner! In some instances, you’ve obtained staff whose youngsters or grandchildren work on the park as properly. Three generations underneath one roof. I’ve by no means skilled that earlier than in my profession; it’s fascinating to see.
I do know some hospitality companies are struggling for workers in the intervening time, however we’ve managed to retain lots of people. We’ve finished properly in comparison with some tales I hear. It helps that we’re fairly centrally situated, with good bus and prepare connections, and open just about from February to December.
Altering developments within the UK parks and points of interest business
I’ve been away from the UK for the reason that begin of the millennium. It’s at all times been a protected business, however it feels such as you’ve obtained to be much more proactive now in letting the general public know. Due to the media, you hear tales from throughout the globe if issues go flawed. So it’s much more essential to strengthen how centered we’re on security, and that requirements need to be excessive for folks to take pleasure in a day trip with their household.
I feel one other factor that’s actually altering is food trends. Again within the day, it was sufficient simply to serve a burger, fries, Coke or no matter. Whereas now you’ve actually obtained to adapt and cater to folks with meals allergens, vegan dishes and so forth. Even with the burgers, we satisfaction ourselves on distinctive high quality.
Sure, I may earn more money if I served a less expensive product, however I feel it is crucial that you simply give good worth.
Theme parks VS amusement parks (and the function of IP at Drayton Manor)
Shifting in direction of being extra of a themed venue is what’s going to distinguish us from the competitors. You possibly can go to any amusement park and go on a trip. Nevertheless, with the opening of Vikings and Journey Cove – two superb lands – individuals are turning into much more immersed within the expertise.
I feel finally there can be some sort of theme to most areas, though there could be exceptions. A number of weeks in the past, I met with native residents. There have been folks of their 70s who had been asking me if the carousel continues to be right here. It’s a legacy trip, with out a specific theme, however it nonetheless serves a task and it’s essential to have these sorts of points of interest.
In Dubai, I labored with some massive IPs [intellectual properties], together with Mattel [owner of Thomas & Friends]. I feel the Thomas IP is extraordinarily sturdy. It positively helps us construct a model at Drayton Manor, and works properly for that exact demographic. However maybe previously, the park was too closely centered on Thomas Land.
What’s essential as we develop is to haven’t simply to have a really superior youngsters’s space, but in addition nice household zones and thrills. When my buddies and kinfolk go to, one of many issues they touch upon is that there are extra alternatives for them to trip collectively as a household than they see in different parks. However I’m not ruling out extra IPs.
A brand new period for Drayton Manor’s zoo
There’s been lots of discussions in regards to the zoo and the way folks really feel about animals and conservation. We wish to transfer away from being a standard zoo, the place you simply stroll round, see some animals and depart. As a substitute, we wish to make it much more immersive and fascinating so folks perceive extra in regards to the totally different animals.
We even have a large space within the zoo, a few of it’s unused, so we are able to redefine a few of that. As a substitute of simply circling previous the animal enclosures, we may have walkways via the timber so it turns into a bit extra adventurous.
West Midland Safari Park can be a part of the group at Looping, and I’ve simply employed a normal supervisor from over there. They clearly have lots of experience on this space.
How do you want your resort room: themed or not themed?
Buyer satisfaction is vital, and we’re already seeing enhancements in attendance, income and per caps. Additionally essential is how our resort visitors really feel in regards to the total resort.
Some visitors, households particularly, need that full escape and immersive expertise. Our themed rooms on the Drayton Manor Resort – together with some new Vikings rooms – are superb and delightful. You gained’t get them except you ebook early, as a result of they’re usually offered out.
However I don’t suppose themed accommodation is for everybody. Some folks simply desire a room that’s handy for the park. We additionally get lots of company occasions and weddings. I don’t know if you wish to put an government right into a Vikings or Thomas-themed room. Then again, they could fairly prefer it!
Publish pandemic developments
This summer time has been unbelievable, one of many strongest the park has had. We now have purposely not modified our pricing this season, as a result of we try to push Drayton Manor as a very good worth day trip. A part of that technique is to have dynamic pricing.
Publish-COVID, lots of issues have modified. An fascinating development is we’re getting lots of last-minute bookings. We do a reduced ticket if you happen to ebook on-line; it’s higher for us if folks ebook prematurely and I feel individuals are used to the know-how now. There are solely about 5% who would present up on the gate with out a ticket, however typically the numbers reserving on-line can bounce up by 25 to 50% within the final 24 hours.
Based mostly on what I’ve seen this summer time, distance [guests are prepared to travel] is just not affecting us in any respect, regardless of gas prices. Might it sooner or later? I hope not. I hope that individuals would nonetheless plan that weekend away yearly. Final night time I noticed a visitor on the resort, and it was the third night time I had seen them. Usually they keep one night time, two nights most.
Howdy Halloween (and different new developments at Drayton Manor)
We’re engaged on a Halloween programme this yr, which we’ve by no means finished earlier than. It’s an especially aggressive space, and there’s some good high quality available in the market, so we’ve obtained to do one thing totally different.
Everybody’s finished the mazes, and we’ll have these too, however we additionally wish to flip it into a celebration. We’ve obtained people who find themselves followers of the park, and I feel would journey for it. I’m actually enthusiastic about this October!
It definitely is a brand new period for Drayton Manor. It’s had a very good facelift, and there’s extra to come back. We’re doing loads to carry the usual up. We’ve obtained the brand new entrance by Vikings, however we nonetheless want to have a look at the principle entrance. It’s nonetheless somewhat bit, properly… Fifties!
The lake is the centrepiece of the park, and I might say sooner or later we may see some extra additions there. We now have some extra land and water in the back of the park, the place Excalibur was shut down a few years in the past. That offers us additional enlargement alternatives. There may be a lot land right here once you begin trying.
Matching or exceeding the earlier peak attendance of 1.3 million would positively be a objective for the following three to 4 years. We’ve obtained a very good technique in place, good improvement plans, and the whole lot is on observe to make sure that occurs.
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