During my time as Head Of Entertainment for Alton Towers Resort, one of the concepts that I’m most proud of is the first-ever incarnation of Terror Of The Towers, a Halloween Scare Maze. Now, this is going back to 2002 when scare mazes were new and it was a first for the UK. Together with Halloween stage shows, Spooktacular ice shows, roaming entertainment, and even a horse-drawn hearse trudging the cables of Towers Street, I’m proud to have led the team that paved the way for the epic events being produced today.

Of course, Halloween, along with Jelly Week, The Sound Of Music Month and Fireworks and Stunt Spectaculars were just a few of the cycle of ‘special events’ devised specifically to impact the business in multiple positive ways, an approach that is proving more and more popular for theme parks and leisure attractions as the modern guests seem to demand that everyone does more. But why are special events proving to be a successful strategy?

It’s true to say that special events such as Halloween, Christmas celebrations and cultural festivals attract a broader range of visitors, allowing attractions to diversify their offerings, tap into different market segments and enhance their brand appeal. The benefits are multiple.

While regular theme park attractions might appeal mainly to families and thrillseekers, special events draw in those who might not typically consider a theme park visit, such as young adults interested in unique social experiences or groups looking for themed entertainment. This expansion of the target audience helps boost attendance outside the traditional peak season, leading to a more stable year-round revenue.

Whilst under contract with Ferrari World Abu Dhabi, The Business Creative created a whole calendar of events, specifically devised to drive additional footfall at traditionally quieter times of the year. This strategy proved so successful that the attraction saw record attendance and guest satisfaction scores over a four-year period.

Of course, these events also offer an opportunity for theme parks to refresh their appeal to repeat visitors. Regular guests, who might have experienced all the regular rides and attractions, are given a new reason to return. Each event, with its unique themes and experiences, promises something different, keeping the park’s offerings fresh and exciting.

The impact on brand identity can also be significant. By hosting well-crafted, high-quality events, theme parks can enhance their reputation as entertainment leaders, not just in the UK but globally. This branding effort helps in differentiating them from other leisure options and elevates their status in the tourism industry. Of course, the opposite can be said for poorly executed events that lack creativity. The bar is high these days!

From a revenue perspective, special events often involve additional spending opportunities for visitors, like themed merchandise, special food and beverage options and premium event-specific attractions. This increase in per capita spending is a vital factor in their financial success and means that there should always be a careful marriage between creativity and business objectives.

That brings me to delivery success. With an increasing mindset that the core offering is no longer enough, the pressure on attractions to create the next best special event is immense. There’s no escaping the fact that exceptional events come at a cost, and whilst an event strategy can offer diversification for customers AND the workforce, there should be consideration for the toll it can take on operational teams that are asked to plan and deliver these events. Recently, our clients have been using our services to bring in manpower and expertise at key times of the year, allowing their operational delivery teams to focus on what they do best.

Today, Alton Towers Scarefest is far bigger and much more sophisticated than the Spooktacular events of back then. Attractions all over the UK are producing world-class events and I’m so proud that at The Business Creative, we still play our part in producing these exceptional, world-class entertainment moments.

If you would like to talk to us about developing an impactful event strategy or need help with creating a truly unique event proposition, get in touch.