According to a press release issued by Drayton Manor, the new brand brings together its vision to be the place for fun and excitement through immersive experiences that can be enjoyed by all, and the resort has revealed a new logo alongside reimagined values that demonstrate the evolution of the resort and its offering.
The theme park resort in Staffordshire attracts 1 million visitors each year and is home to over 100 rides and attractions, Europe’s only Thomas Land, a 15-acre conservation zoo and four-star hotel, and it is fast-expanding its offering with the opening of a highly anticipated Vikings-themed area set for this spring.
With new rides and attractions that will appeal to family thrill seekers of all ages, alongside themed rooms at the Drayton Manor Hotel, Vikings has sent fans into a flurry of excitement since its announcement and follows the success of the nautical-themed zone, Adventure Cove, which opened last summer.
The resort was formerly family-run and managed over a 70-year period until it was purchased by the Looping Group in 2020, a European company operating 16 leisure parks across the UK, France, the Netherlands, Switzerland, Germany, Spain, and Portugal.
A new Managing Director, Victoria Lynn, joined the resort in April, and will be instrumental in delivering a new vision for the future of Drayton Manor, as it continues to invest in improving its offering, affirming its position as one of the leading leisure destinations in the UK.
Victoria Lynn, the new Managing Director of Drayton Manor, said:
“The future of Drayton Manor Resort is certainly bright, and I am delighted to be joining such an incredibly talented team at a pivotal time of growth and positive change for the brand, while ensuring they continue to feel inspired and motivated to deliver the best possible experiences for guests.
The relaunch of the brand has been in the works for a long time, and so much thought, care and meticulous planning has gone into creating our new logo and values, which really bring to life who we are and why we exist, alongside solidifying our core principles and attitudes towards the care of our guests, and the sustainability of our business operations.
It also frames the future direction of the resort perfectly, with a shift in focus over the coming years to capture a more diverse family thrill audience, with new rides, attractions and immersive experiences that cater to guests of all ages.
I look forward to working closely with the team to continue driving growth and development of an already exceptional family destination, with a shared vision of creating unforgettable memories to be shared and relived.”
