2018 Blackpool Pleasure Beach
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2018
CONTENTS HISTORY & BACKGROUND
OF BLACKPOOL PLEASURE BEACH
Growth of the Park Throughout the Years
History Time Line
RIDE INFORMATION
White Knuckle Rides
Selection Of Thrill & Family Rides
Nickelodeon Land
ICON
The Big One
Ice Blast
Infusion
Red Arrows Skyforce
THE BIG BLUE HOTEL
New For 2019
THE SHOWS
Stageworks
Hot Ice
MARKETING
Mission Statement
Marketing Communications
CUSTOMER SERVICE
Meeting Customers’ Expectations
TRIVIA
EDUCATION ACADEMY
HISTORY AND BACKGROUND OF THE COMPANY
HISTORY Blackpool Pleasure Beach is a family owned company. The Pleasure Beach, as we know it
today, was founded by William George Bean who, in 1896, in conjunction with a partner, John
Outhwaite, bought the forty-two acre site on which the park now stands. Prior to this, there had
been a small fairground at South Shore consisting of a few roundabouts, a switchback railway,
games stalls and fortune tellers.
W.G.Bean was inspired to build an America-style Amusement Park and introduced the Hotchkiss
Bicycle Railroad to the site in July 1896. He travelled extensively, bringing new rides and ideas to
the Pleasure Beach. Noah’s Ark and Sir Hiram Maxim’s Flying Machines are two of his
attractions which still survive today. Before he died in 1929 he had established the Pleasure
Beach as one of Blackpool’s greatest attractions .
When, in 1929, his son-in-law, Leonard Thompson, succeeded W.G.Bean, the Thompson family
gained complete control of the company and there followed an intensive period of development
including the building of the, then, modernistic Casino Building.
During the war years the Pleasure Beach remained open all year round: enabling thousands of
servicemen, evacuees, and the population as a whole to escape the realities of war for a short
time. An RAF detachment was housed under canvas on the site and parts for Wellington
bombers were manufactured in the workshops.
After the war the company continued to prosper under the leadership of Leonard Thompson, who
was inspired by Walt Disney’s fantastic creation, ‘Disneyland’- the ultimate in Amusement Parks.
When he died in 1976, having had the company under his control for more than forty years, the
Pleasure Beach was, as it has remained, Europe’s Greatest Amusement Park. On the death of
his father, Geoffrey Thompson took over the responsibilities of Managing Director, while his
mother, Mrs. L.D. Thompson, became Chairman.
Geoffrey Thompson’s many achievements included: the building of the Revolution - the first 360°
rollercoaster in Europe; the Avalanche - the UK’s only bobsleigh ride and The Big One - the
tallest, fastest rollercoaster in the world at the time of its creation. Following his death in 2004, his
daughter, Amanda Thompson, became Managing Director.
Blackpool Pleasure Beach has an unusually long open season that commences in early February
and finishes in November. Unlike many other amusement parks, which are at their busiest in the
summer, the Pleasure Beach remains extremely busy throughout the autumn, with heavy daily
attendances during the last part of the season, which coincides with the famous Blackpool
Illuminations. Construction and maintenance work on the site is scheduled to take place during
the short winter close down.
Staff has always played an important part in the development of Blackpool Pleasure Beach and
the ‘family’ theme is evident in the number of husbands, wives and children who have worked for
the company over the years. This tradition, along with careful selection, has provided a workforce
second to none.
HISTORY TIME LINE
HISTORY 1896 The Pleasure Beach was founded by William George Bean who introduced a
mechanical ride from the USA. The still popular River Caves and Sir Hiram
Maxim’s Flying Machines are two of his attractions that survive today.
Before he died in 1929, he had established the Pleasure Beach as one of
Blackpool’s greatest attractions.
1929 W. G. Bean was succeeded by his son-in-law, Leonard Thompson. The
Thompson family gained control of the company. An intensive building
programme took place which included: the Casino Building, the
Rollercoaster, the Pleasure Beach Express and the world famous twin track
coaster, the Grand National.
The War Years The Second World War put a temporary halt to progress.
Post War Years During the 1960’s Britain’s first commercial Monorail was built at Blackpool
Pleasure Beach along with new rides: the Monster, the Astro Swirl and the
Log Flume.
1976+ Geoffrey Thompson became Managing Director of the company following
the death of his father Leonard; while Mrs L.D. Thompson became
chairman. Exiting new rides were introduced, including the spectacular 360
rollercoaster- the Revolution, and the U.K.’s only bobsleigh ride-the
Avalanche.
1990 The exterior of the grounds were redesigned and a brand new Edwardian
style cosmopolitan shopping complex, Ocean Boulevard, was created along
the Promenade.
1994 The £12 million Big One was opened: at the time, the tallest and fastest
rollercoaster in the world.
1997 Another U.K. first, the £2 million Ice Blast was constructed which catapults
riders 210 feet vertically into the air.
1998 The Globe Theatre opened, featuring the famed Eclipse show starring
Vladimir.
2000 £15 million was invested in the Viking themed Valhalla. This thrilling new
ride was hailed as the biggest, most spectacular dark ride ever to be
constructed by mankind.
2002 Over £3million was invested in new rides, enhancements and attractions.
The new “Impossible” exploratorium is where the impossible, the
improbable and the laws of nature are defied and your whole world is
turned upside down.
2003 The chic, stylish and luxurious Big Blue Hotel opened in May. 2003 also
saw the 100th birthday of our Chairman, Mrs L.D. Thompson!!!
2004 Mrs L.D. Thompson M.B.E. J.P. and Geoffrey Thompson O.B.E. passed
away. Amanda Thompson became Managing Director.
HISTORY TIME LINE
HISTORY 2005 There was a 40 bedroom club wing expansion to the Big Blue Hotel
including 4 suites.
2006 Blackpool Pleasure beach celebrates 70 sensational years of Hot Ice.
2007 £8 million was invested in Infusion, the world’s first rollercoaster suspended
entirely over water. The ride was officially launched by television personality
Vernon Kay. New show, Forbidden, opened at the Globe.
2008 The new Adventure Golf opened: a £1/2 million, 12 hole golf course
featuring an eye-catching 21st century design, brilliant landscaping and state
of the art holes to entertain both young and old.
2011 A £10.3 million investment was made to bring the U.K.’s only Nickelodeon
Land to a 6 acre site in the Pleasure Beach. It features 12 themed rides and
includes the world’s first Sponge Bob Splash Bash ride.
2012 Amanda Thompson was awarded the O.B.E. for her services to tourism by
Her Majesty the Queen in the New Year’s Honours List.
Blackpool Pleasure Beach received the award for “Best Print Advertising” at
the IAPPA (International Association of Amusement Parks & Attractions)
Expo in Orlando, Florida.
The Education Department received the “Business Partnership” award for
outstanding contribution.
2013 The new £3.35 million Wallace & Gromit Thrill-O-Matic opened. With the use
of stunning scenery and amazing special effects, riders are taken through
Wallace & Gommit’s adventures.
The Big Dipper celebrated its 90th birthday.
The Education Academy wins “Best for Groups” at The Lancashire Tourism
Awards.
2015 The 72ft high, 12-seat white-knuckle ride, Red Arrows Skyforce opens.
Stepping into their own Red Arrow cockpit, riders take control of the plane,
spinning and gliding in their very own display.
2016 A year of celebrations as Blackpool Pleasure Beach marks th
its 120th year of
fun. To add to the festivities, Hot Ice celebrates the 80 anniversary of
spectacular ice shows at Blackpool Pleasure Beach.
2017 After 5 years of planning, work commences on an exciting new project,
codenamed “Construction 2018”.
2018 ICON opens in spring 2018. It is the U.K.’s first double launch rollercoaster
and represents a huge investment of £16.25 million.
Amanda Thompson OBE will become only the third woman to chair IAAPA
in its 100-year history, after the global attractions body announced the
Blackpool Pleasure Beach managing director would take over in 2020.
.
ROLLERCOASTERS
RIDE INFORMATION
STEELIES WOODIES
ICON THE BIG DIPPER
Constructed in 2018. Constructed in 1923.
Height - 88.5 feet (27 metres). Height – 70 feet (21.34 metres).
Track length – 3,740 feet (1.140 metres). Track length – 3,295 feet (1,004.32 metres).
Max speed 80 km/h Max speed – 35mph.
UK’s first double launch coaster.
THE GRAND NATIONAL
THE BIG ONE Constructed in 1935
Constructed in 1994. Height – 62 feet (18.9 metres).
Height – 235 feet (71.63 metres). Track length – 6,604 feet (2013 metres).
Track length – just over 1 mile. Max speed – 50mph.
Max speed – 85mph. Europe’s first twin-track coaster.
G forces – 3.5 positive g; 0.5 negative g.
6 drop – steepest in the world.
NICKELODEON STREAK
INFUSION Constructed in 1934.
Constructed 2007. Redesigned in 2011.
Height – 109 feet (33.22 metres). Height - 61 feet (18.59 metres).
Track length – 2,260 feet (688.85 metres). Track length – 2,293 feet (698.9 metres).
Max speed – 50mph. Max speed 15mph.
5 loop rollercoaster suspended over water.
BLUE FLYER
REVOLUTION Constructed in 1934.
Constructed in1979. Redesigned in 2011.
Height – 50 feet (15.24 metres). Height – 20 feet (6.1 metres).
Track length – 635 feet (193.54 metres). Track length – 500feet (152.4 metres).
The first 360˚ rollercoaster in Europe Max speed 15mph.
THE AVALANCHE
Constructed in 1988.
Height – 59 feet (17.98 metres).
Track length – 1,160 feet (353.57 metres).
Max speed – 45mph.
Bobsleigh ride, the only one of its type in U.K.
THE STEEPLECHASE
Constructed in 1977.
Height - 40 feet (12.9 metres).
Track length - 1,500 feet (457.2 metres).
Max speed 30mph.
3 horses, at a time, race each other on 3 tracks.
SELECTION OF OUR THRILL RIDES
RIDE INFORMATION ICE BLAST
Constructed 1997
Height – 210 feet (64 metres).
G forces – 4. positive g; ˗1 negative g.
Catapults riders vertically.
VALHALA
Constucted in 2000.
Height – 80 feet(24.38 metres).
Track length – 2,000 feet (610 metres).
Max speed 43mph.
The world’s biggest indoor dark ride.
FLYING MACHINES
Blackpool Pleasure Beach’s oldest ride.
Constructed in 1904.
Height – 60 feet (18.29 metres).
Diameter – 150 feet (45.72 metres).
GHOST TRAIN
Constructed in 1930
The world’s original “Ghost Train”.
Visitors ride through two floors of the gruesome and the ghastly.
SELECTION OF OUR FAMILY RIDES
WALLACE & GROMIT’S THRILL-O-MATIC
Follow the dynamic duo through their adventures.
Stunning scenery and amazing special effects
PLEASURE BEACH EXPRESS
Journey with one of our 3 stunning locomotives.
Travel through the park on a 21 inch gauge railway.
DERBY RACER
Huge carousel of 56 horses.
As ride rotates the horses move up and down.
IMPOSSIBLE
Exploratorium where nothing is impossible.
ALICE RIDE
Fantasy ride through Alice’s Wonderland.
RIVER CAVES
Picturesque water ride.
Journey through time and many different lands.
CHINESE PUZZLE MAZE
Walk trough maze of hedgerows.
Britain’s first interactive Chinese Puzzle Maze.
RIDE INFORMATION NICKELODEON LAND
SPONGEBOB’S SPLASH BASH DORA’S WORLD VOYAGE
Twist and splash with SpongeBob as you Say ¡hola! to adventure as you sail around the
jellyfish your way through Bikini Bottom world with Dora the Explorer and her friends
BIKINI BOTTOM BUS TOUR BIG CIRCUS BOUNCE
Take a spin around Bikini Bottom on the All aboard for a bumpy, bouncy train ride
craziest bus ride ever! around the Big Circus
KRUSTY KRAB ORDER UP BACKYARDIGANS PIRATE TREASURE
Order up thrills as Mr. Krabs sends you Ahoy mateys! Hit the high seas with the
plunging madly up and down Backyardigans
DIEGO’S RAINFOREST RESCUE BLUE FLYER
Soar high above the jungle with Diego and Fly like the wind on this thrilling kid-friendly
Rescue Pack coaster
FAIRY WORLD TAXI SPIN NICKELODEON STREAK
Grab a magic taxi for a dizzy flight through Streak along a lightning fast track on this
Fairy World classic wooden coaster
AVATAR AIRBENDER RUGRATS LOST RIVER
Bend the air waves with Aang in a pure Join Tommy, Chuckie and Angelica on
adrenaline rush an adventure-soaked flume ride
THE RIDES
ICON is Blackpool Pleasure Beach’s new £16.2 M roller coaster. Originally dubbed as
“Construction 2018”, the ride will feature the most number of interactions in the world with
1 interactions involving different rides and 2 tunnels. It will be the U.K’s first double
launch roller coaster. The “launch” is administered by an advanced technology that gives
the roller coaster 2 powerful thrusts of acceleration during the ride.
A double launch will see thrill seekers propelled forward at high speed, not only at the start
of the ride, but also at a second point half way through the two and a half minute
experience. Riders will experience the same level of G Force as felt by the driver of a
Formula One car. The launch of the ride features acceleration which is four times that
experienced in a Lamborghini Gallardo.
ICON will reach heights of 88.5ft with drops of up to 82ft. It will interact with five other
Blackpool Pleasure Beach rides including the iconic Big One, Steeplechase, Big Dipper,
Pleasure Beach Express and the Grand Prix.
ICON is due to open in the spring of 2018.
THE RIDES
THE BIG ONE
THE RIDES When opened in 1994, it was the tallest, fastest rollercoaster in the world and cost £12 million to
build. At 235 feet high, The Big One is head and shoulders above the rest. Designed in the
U.S.A. by Arrow Dynamics Inc, the ride reaches speeds of 136 kph (85mph), has a first drop of
72m (235 feet) at an angle of 65 degrees and is over a mile in length. Cleared by the Civil
Aviation Authority, the ride requires aircraft warning beacons.
Over 2600 tonnes of steel was used in its construction which, if laid end to end, would stretch 64
kilometres (40 miles). 1270 piles were driven into the ground for the foundations, which cost £1.5
million alone. Over 60,000 bolts were used. The surface area covers 35,000 square metres( the
equivalent of 6 Millennium Stadium football pitches) which has to be painted with 5 coats of
paint. It has 3 trains, each carrying 30 passengers, and the ride takes approximately 3 minutes.
During the late 1980s, two spectacularly high and fast coasters opened in the USA (Magnum XL
200’ at Cedar Point, Ohio, and ‘Steel Phantom’ at Kennywood, Pittsburgh). In the autumn of
1991, after evaluating these rides in detail, Blackpool Pleasure Beach decided to proceed with
the construction of the world’s tallest and fastest rollercoaster, with a planned opening date early
in the 1994 operating season.
Over 2,600 tonnes of
steel was used which, if
laid end to end,
would stretch 64 kilometresTHE RIDES
ICE BLAST
20 stories high, only 2 seconds down! Ice Blast – The Ride, formerly known as Playstation,
catapults riders vertically up a 64 metre (210 foot) tower and drops them back down again for
an incredible free-fall descent.
12 seated riders are launched skywards for a ‘Vertical Reality’ air-powered experience of a
lifetime. Positive G-forces reach 4.5 on the way up, followed by weightlessness induced by
– 1 g. The Civil Aviation Authority has given clearance for the structure, which has 2 aircraft
warning beacons.
100 tonnes of steel was used in its construction held together by over 4,000 bolts. The 4
columns and structural cross members house 3.2 kilometres (2 miles) of steel and 500 tonnes
of concrete. The air-conditioned computer system weighs the passengers and fills the air tank
accordingly. The shot tank is 11.4 metres (37 feet) tall and 0.9 metres (3 feet) wide, while the
Air Receiver (tank) is 46 metres (150 feet) high and 0.9 metres (3 feet) wide. The 150hp
compressor supplies 120-psi pressure.
Positive G-forces reach
4.5 on the way up, followed
by weightlessnessTHE RIDES
INFUSION
2007 saw Blackpool Pleasure Beach introduce Infusion, the brand new white-knuckle attraction.
Suspend your disbelief as you experience five incredible loops and rolls, a deliciously wicked
double line corkscrew, intense G-forces and 2,200ft of twisting, turning steel track all in one cool
suspended looping coaster.
An exhilarating infusion of the elements soars to amazing heights and takes riders through a
whirl-wind water experience to amaze and astound, whilst hanging over a looming lagoon
underneath the famous Pepsi Max Big One rollercoaster.
It’s sky-high, unforgettable, fabulous fun!
Pleasure Beach Managing Director, Amanda Thompson, said: “Infusion is yet another
example of major investment at Pleasure Beach at a cost of £8m. I know white knuckle fans
will love this new addition to the park and so will our six million visitors a year who enjoy our
unique mix of cutting edge technology and traditional rides, along with spectacular shows.”
2,200ft of twisting,turning
steel track all in one cool
suspended looping coaster.THE RIDES
RED ARROW SKYFORCE
Blackpool Pleasure Beach reached for the skies with its new ride IN 2015!
The 42-acre amusement park joined forces with the world famous Royal Air Force Aerobatic
Team, the Red Arrows, to launch a unique thrill ride which takes excitement sky-high!
In another world first, Blackpool Pleasure Beach became the world’s first tourist attraction to
have a ride based on the planet’s best aerobatic display team.
The ride’s aircraft provide an exhilarating experience like no other!
Loved across the planet for their jaw-dropping displays which have thrilled millions, the pride of
the Royal Air Force are now represented at the UK’s number one amusement park in a unique
partnership where the rider takes control of their own plane to become a master of the skies.
Complete in Red Arrows livery, the ride also features its own control tower from which novice
pilots will be prepared for take-off.
The 72ft high, 12-seat white-knuckle ride takes you on a 360-degree tour of the skies and sits in
the shadow of the world famous Big One rollercoaster. Stepping into your very own Red Arrows
cockpit, you take control of the plane then spin and glide in your very own display.
.
.BIG BLUE HOTEL IS THE PERFECT PLACE
BIG BLUE HOTEL FOR BUSINESS OR PLEASURE!
It’s cool, it’s chic and it’s clearly a class above the rest but with totally affordable luxury. The Big
Blue Hotel at Blackpool Pleasure Beach is a haven of calm and style among the thrills of the
UK’s favourite amusement park and is setting the standard for holiday and business
accommodation.
This unique hotel consists of 157
beautifully designed bedrooms with
oversized American space and a
totally contemporary feel. Sumptuous
fabrics create a tranquil mood, state-
of-the-art lighting, DVD players in
every room and big beds are just a
few of the innovative touches that
make all the difference. Choose from
superior or deluxe rooms and enjoy
the very latest in decor and design.
Superior rooms offer king-size beds,
free WiFi access, big bathrooms, integrated air-cooling system and power showers. Deluxe
rooms boast suede-covered furniture, futuristic fireplaces from Brilliant, the fluffiest of towels
and deep, deep baths for relaxing.
Fabulous family rooms accommodate up to five family members, including a separate
children’s sleeping area, which offers privacy for parents and security for children. This roomy
concept is a far cry from the traditional ‘z’ beds and each child’s bunk bed has it’s own built in
TV to put an end to fighting for the remote control!
Four exclusive luxury suites are also available with separate laid-back lounge areas, fabulous
fabrics and furniture from Designers Guild and Tetrad, Brilliant fireplaces, and the biggest
bathrobes you’ve ever seen.
Blackpool Pleasure Beach’s tallest and fastest rollercoaster, the Big One, provides a
spectacular backdrop to the Big Blue hotel with many rooms overlooking the rollercoaster so
that guests can truly experience the fun and excitement of staying at the attraction.
Dining at the Big Blue hotel is an unforgettable experience whether it’s a lazy cappuccino in the
lobby or a delicious gourmet meal in the award-winning Blues Bar and Brasserie. Children can
create their own fresh pizzas while parents can choose from an extensive menu designed with
a European feel using only fresh, local produce. Sink into a soft leather armchair and enjoy a
long cool drink after a day on the rides or sip a Cosmopolitan at the bar and just simply people
watch. It’s up to you.
The Big Blue hotel has:
157 Bedrooms each with en-suite facilities, free WiFi, DVD players, direct dial telephone
and TVs.
A fully licensed, award-winning* brasserie-style restaurant serving specialty teas and coffee,
light snacks and gourmet meals.
Each Big Blue Hotel guest receives a free Pleasure Beach Pass, granting access to the
park and discounted Wristbands saving at least £6 per wristband.
Conference facilities for the small meeting/boardroom style
Larger on-site Conference and Banqueting facilitiesNEW FOR 2019
COMING SOON
Blackpool Pleasure Beach is preparing to expand its accommodation portfolio with the
launch of a new hotel. Plans are for the hotel to be located on Ocean Boulevard at the
South end of Blackpool Pleasure Beach, close to the park’s existing hotel, The Big Blue.
The new hotel will be a stylish addition to Blackpool’s accommodation offering and will boast
120 rooms, including 10 suites and family rooms.
The hotel will also provide first class business facilities with meeting, conferenc ing and
banqueting space for up to 200 delegates. The Big Blue Hotel has already proved to be a
popular destination for business tourism in Blackpool and the new hotel aims to build on
this.
The hotel will also boast a stunningly designed bar and restaurant along with a roof top bar
with food service and amazing views over the sea.
The new hotel is planned to open in 2019 and the £12m investment will see the creation of 30
new permanent jobs and 40 seasonal vacancies.
Amanda Thompson OBE, Managing Director of Blackpool Pleasure Beach, comments, “We
are delighted to be able to announce our plans to construct a new hotel. We want to build on
the success of The Big Blue Hotel and be able to offer visitors to Blackpool another hotel which
exceeds the expectations of both leisure and business visitors .Over and above its many rides and attractions, Blackpool Pleasure
Beach is at the forefront of stage and production entertainment.
THE SHOWS With its own associate production company Stageworks, many
recognised stars are drawn from all fields and locations around the
globe to perform in its main productions.
Inspired by Amanda Thompson, Managing Director of Blackpool
Pleasure Beach and President of Stageworks Worldwide
Productions, it is internationally acclaimed for its creative innovation
and professional capability and maintains an unparalleled position
within the industry.
As a specialist consultancy created out of experience and perfected via an impressive track
record spanning over half a century; presenting spectacular live shows on stage and ice
throughout the world. Stageworks’ portfolio contains packages as diverse as two-hour high
energy skating spectaculars or enchanting and exotic cabarets spiced with illusion to individual
or troupes of professionally trained street entertainers to add a unique touch of magic to any
event. Stageworks believe that live entertainment is an irreplaceable element of both the
corporate leisure and event industry.
All the elements that are required for a production, including planning, designing sets, lighting,
sound, props, scenery, costumes, choreography, music and direction is delivered by the unique
Stageworks’ team.Hot Ice is powerful theatre featuring European and World ice skating champions. The show
uses artistic, daring and skilful choreography at ultimate speeds. The costumes are beautiful
THE SHOWS
and stylish and the set uses state of the art sound and lighting.
This fabulous show has become part of Blackpool’s heritage and runs throughout the summer
season. For over 80 years the Pleasure Beach has produced an Ice Show for visitors to
Blackpool and every year the show is different. According to the Guinness Book of World
Records, the Pleasure Beach Arena is the oldest purpose built ice theatre in the world!
This show, produced and directed by Amanda
Thompson, is fast moving and thrilling, with skaters
who have travelled from every corner of the globe to
entertain you with speed, grace and elegance, whilst
balancing on the fine edge of steel.
Hot Ice was recently awarded “Best Show” at the Big
E awards in Las Vegas. It features the best in ice-
skating, including stylish costumes, unbelievable
feathers and glittering rhinestones to set the ice
alight with sparkle. The show boasts innovative
lighting designs and special effects that will thrill the
audience.
Producer and Director Amanda Thompson said,
“The power of the spotlight picks out a blade,
spiralling and shimmering across the ice.”
“The Arena is filled with echoes of ice crackling. The
flashes of steel across the ice are poetic in their
movement, much like magpies picking up glistening
trinkets to unlock the heart, where passion for
performance runs deep and pumps through our
veins: a fashion fantasy of light, sound, glamour and
talent!”
“The ice provides a pure canvas of innocence, and this is the key to the freedom of creativity.
Fairy dust and imagination are blended to give a show that is divinely spectacular.”
This is a show suitable for all ages: a show that will always be remembered: a show not to be
missed by anyone. See Hot Ice at the Arena, Blackpool Pleasure Beach. Hot Ice follows in the
long running tradition of spectacular shows at the Pleasure Beach and in the resort of Blackpool.
The Pleasure Beach Arena has been home to regular ice shows since 1936MISSION STATEMENT
MARKETING TO MAKE ADULTS FEEL
LIKE CHILDREN AGAIN
The marketing objectives at Blackpool Pleasure Beach are obviously to increase the number
of visitors year by year, and the amount of money they spend at the park. Ensuring that the
customer service, all customers receive, is to the highest standard during their visit to the park
is also paramount, so they leave with a positive image, pass on their good comments (word of
mouth is a very powerful marketing tool) and most importantly return again.
Definition of marketing…
“…the management process which identifies, anticipates and satisfies customer
requirements efficiently and profitably”
Source: Chartered Institute of Marketing
That is the official definition, but what does it really mean? Simply, marketing is the way we at
Blackpool Pleasure Beach communicate with our customers. Its how we find out what they like
(or don’t like), do and think, and its how we tell them what we are doing about it.
MARKET RESEARCH
Purpose of the research is to identify information on three key areas:
· To profile our customers
· What customers think about Blackpool Pleasure Beach
· How Blackpool Pleasure Beach compares to the competition
Method of research carried out by internal sources and external is;
· Qualitative - Focus groups
· Quantitative – Telephone research
· Mystery Shopping
· On-park questionnaires
· Follow up feedback research / questionnaire (electronic and hardcopy)
· Online feedback & online forum
· Online QuestionnairesMARKETING COMMUNICATION
MARKETING We need to communicate back to our customers so they know what we’re all about.
ADVERTISING
An organisation such as the Pleasure Beach, uses a complex mix of advertising techniques to
communicate with its customers. Each one works in a different way, with different positive and
negative points. Listed below are forms of advertising used by Blackpool Pleasure Beach.
TELEVISION
Television is regarded as one of the most powerful and persuasive of all the media, due to its
potential large audience. However, a large target audience comes at a cost with TV being the
most expensive type of advertising a company can carry out.
TV airtime is sold in slots of varying length e.g. 20, 30, 40 seconds. Airtime is bought
regionally, so for national advertising you have to buy slots in numerous regions. Coverage is
measured by TVRs – TV ratings. Each programme has a number of rating points, based on
audience.
NEWSPAPERS
Newspapers are a good medium as you can select the titles most appropriate to your target
audience. National daily papers can be pricey, but local papers are usually very cost effective.
Newspaper adverts can carry more detail than TV adverts and offer a good variation in size and
creativity.
MAGAZINES
Magazine adverts have more colour than newspapers; therefore they are associated more
towards niche markets.
POSTER SITES
Messages must be simple and bold since the reader’s attention span is limited and the most
effective of those are handled creatively and with imagination. There are numerous poster sites
around the Pleasure Beach where all the shows are advertised. Poster sites are also available
around Blackpool Town Centre but there is a lot of competition for these sites and the majority of
them are snapped up very quickly.
The Pleasure Beach also advertises on gateway sites to Blackpool, and at motorway service
stations en route to the resort.
RADIO
Radio sells itself as an intimate medium, a ‘friend’ that listeners become fond of. It is not
suitable for complex messages. Repetition is important because people don’t tend to listen to
the adverts themselves, but if they hear the same thing often enough it will stick in their minds.
DIRECT MAIL
This type of advertising can generate a good response and can be easily monitored. Direct
mailing has increased significantly in recent years, as have services associated with it, i.e.
database suppliers.
INTERNET
The Internet is an extremely effective way of reaching customers. E-mail is a very quick way
of contacting somebody at little cost, whilst a well designed website, like ours,
(www.blackpoolpleasurebeach.com) can give prospective customers an idea of what you
have to offer, with images, articles and even media clips. The Pleasure Beach site gets
thousands of hits per day and has become an increasingly powerful advertising tool, with
online bookings increasing dramatically. We continue to build on Blackpool Pleasure Beach
presence on the internet and now have popular and ever growing following on Facebook and
Twitter.Other marketing functions undertaken at Blackpool Pleasure Beach include producing park
MARKETING leaflets and brochures, attracting group visits, devising special offers and promotions and
responding to enquiries. We also market some of the less obvious capabilities of the Pleasure
Beach such as hosting and organising corporate functions as well as weddings and social
events.
PUBLIC RELATIONS
It is very important to develop good relationships with journalists. The media can be very useful
in promoting a business by writing positive articles and hence giving good publicity, although it
can also be damaging, as they can also be very negative and critical. PR is often dependent on
what your organisation is actually doing. For example, a press launch for Red Arrows Skyforce,
Blackpool Pleasure Beach’s newest ride, will attract lots of publicity; a new car park will
probably not!
SALES
Although predominantly related to selling the products available at the Pleasure Beach, this
department is also a key tool in marketing. Word of mouth and good customer relations will
help to promote everything about Blackpool Pleasure Beach and encourage people to visit for
the rides, the shows, to eat or simply to enjoy the atmosphere.
www.blackpoolpleasurebeach.comCUSTOMER SERVICE EXCEEDING CUSTOMERS EXPECTATIONS
Leisure and Tourism organisations depend on customers to buy and use their goods or
services. Without customers, businesses cannot succeed. Providing excellent customer
service plays an essential part in helping organisations keep their customers and attracting
new ones.
‘CUSTOMERS CREATE REVENUE’
Put the customer first every time,
and also ANTICIPATE what they may want before they do.
With the Pleasure Beach attracting such a diverse range of customers, it is essential that there is
“something for everyone”
Excellent customer service is NOT just about immediate delivery; Blackpool Pleasure Beach
ensures that the service is provided before, during and after a purchase / experience.
By analysing the results from its Market Research, Blackpool Pleasure Beach can ensure that;
· The correct method of communication is available for all customers
· A wide range of products are available
· Special requirements are met.
· The Pleasure Beach exceeds customers’ expectations.
All jobs within the Company have a specific purpose with particular responsibilities. Following
the Company Induction Training Course, further relevant training is provided to ALL
employees and reviewed continuously addressing any coaching opportunities that may arise,
ensuring that the employees develop their skills and can deliver the high standard of
customer service that is expected.
A combination of all these factors contribute towards a satisfied work force and a motivated
team willing to offer excellent customer service.
Company Objectives
Blackpool Pleasure Beach is a family owned and run business established in 1896. Our
founder’s mission was to create a place where “Adults could feel like children again”.
Today, this sentiment is deeply rooted in our business and our present day objectives
reflect this while encompassing the needs of the modern day business which is constantly
developing.
- To welcome our guests and exceed their expectations through our customer service, facilities
and attractions.
- To welcome school visits and to deliver an educational experience in line with the
national curriculum.INTERESTING FACTS
In a place where you can eat anything from a sandwich to a soufflé, or a burger to boeuf
TRIVIA bourguignon, some interesting food facts emerge...
Did you know that 750,000 burgers were sold on the park last season? 4.5 million portions of
chips were consumed. 22,500 fillets of fresh haddock and 18,000 of cod were served in one of
our park restaurants. Try to imagine an incredible 95 miles of Hot Dog Sausages, or 2 million
litres of soft drinks and you begin to get some idea of the amounts involved. And the 500,000
candy flosses sold would re-turf Wembley Stadium 4 times over!
Pleasure Beach is home to many firsts and records. At 235ft tall and reaching speeds of up to
85mph, The Big One was the world’s tallest and fastest rollercoaster when it was opened in
1994. Infusion, which opened in 2007, is in the Guinness Book of Records as the world’ only
suspended looping coaster built completely over water. The Revolution was Europe’s first
looping coaster. Pleasure Beach Ice Arena, home to the world famous Hot Ice Show, is the
world’s oldest purpose built ice theatre.
Blackpool Pleasure Beach uses every year:
· 12,000 litres of paint
· Over 1 million white lights
· 15,000 nuts and bolts
...to name but a few!!!
95 Miles
1 Million 4.5 MillioSCHOOLS & COLLEGES
SEE IT, FEEL IT, STUDY IT! Whether it’s the excitement of the rides, or the experience of one of our many educational
programmes, Blackpool Pleasure Beach is the place to visit. With one secure gated entrance
and exit for all guests, it is the ideal setting to bring learning to life for students of all ages.
PRESENTATIONS AT THE ACADEMY
This venue has a dedicated presentation and study area and is full of historical artefacts,
show memorabilia and interactive displays. The Education Academy is available twelve
months a year. Presentations and interactive sessions are tailored to meet curriculum
needs and can cover more than one subject. Prices from £3.00 per students
History / Geography Leisure & Tourism Performing Arts
Engineering I.C.T. Marketing / Business Studies
World Of Work Science of a Rollercoaster Hospitality & Catering
ICE SKATING
Available at the Arena 12 months a year, you can enjoy a 90 minute session including skate
hire and we can also arrange NISA coaches for lessons. Special group rates available from
£4.50 per person.
UNLIMITED RIDE WRISTBANDS - Term Time (Monday – Friday)
Primary £10.00 pp (for every 10 purchased, receive 1 free)
Secondary / Colleges £15.00 pp (for every 10 purchased, receive 1 free)
WORKSHEETS
Free KS2, KS3 and KS4 worksheets can be downloaded directly from our website for the
following subjects: Maths, English and Science. They can be used in conjunction with a
wristband or presentation.
HOT ICE SHOW
The world’s most spectacular ice show at the Arena will run from the 5th July to 8th
September 2018. There will be 2 performances especially for schools at 11:30 am (50
minutes performances) on the following dates:
Tues 10th July Thurs 12th July Special Rate : £4.50 per person
TO BOOK Call: 0871 222 8787
Email: educationacademy@bpbltd.comIT, FEE IT, STUDY IT!
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