2018

HISTORY & BACKGROUND OF PLEASURE BEACH

Growth of the Park Throughout the Years History Time Line

RIDE INFORMATION

White Knuckle Rides Selection Of Thrill & Family Rides The Big One Ice Blast

CONTENTS 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

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 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.

HISTORY

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 ’s fantastic creation, ‘’- 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 . 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

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.

HISTORY Post War Years During the 1960’s Britain’s first commercial Monorail was built at Blackpool Pleasure Beach along with new rides: the , the Astro Swirl and the .

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 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

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. HISTORY 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 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 its 120th year of fun. To add to the festivities, Hot Ice celebrates the 80th 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

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 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. 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.

RIDEINFORMATION 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

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 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

RIDEINFORMATION PLEASURE BEACH EXPRESS Journey with one of our 3 stunning locomotives. Travel through the park on a 21 inch gauge railway.

DERBY RACER

Huge 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 . Journey through time and many different lands.

CHINESE PUZZLE MAZE

Walk trough maze of hedgerows. Britain’s first interactive Chinese Puzzle Maze.

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

BLUE FLYER DIEGO’S RAINFOREST RESCUE Soar high above the jungle with Diego and Fly like the wind on this thrilling kid-friendly Rescue Pack coaster

NICKELODEON STREAK FAIRY WORLD TAXI SPIN Grab a magic taxi for a dizzy flight through Streak along a lightning fast track on this Fairy World classic wooden coaster

RUGRATS LOST RIVER AVATAR AIRBENDER Bend the air waves with Aang in a pure Join Tommy, Chuckie and Angelica on

adrenaline rush an adventure-soaked flume ride RIDEINFORMATION

THE RIDES THE

ICON is Blackpool Pleasure Beach’s new £16.2 M . 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

THE BIG ONE

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 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 , Ohio, and ‘Steel Phantom’ at , 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.

THE RIDES THE

Over 2,600 tonnes of steel was used which, if laid end to end, would stretch 64 kilometres

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.

THE RIDES THE

Positive G-forces reach 4.5 on the way up, followed by weightlessness

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 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 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.”

THE RIDES THE

2,200ft of twisting,turning steel track all in one cool suspended looping coaster.

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

IDES 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.

THE R THE 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 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! BIG BLUE HOTEL BIG BLUE

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 facilities

NEW FOR 2019

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, conferencing 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. COMINGSOON

Over and above its many rides and attractions, Blackpool Pleasure Beach is at the forefront of stage and production entertainment.

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.

THE SHOWS THE

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 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 SHOWS THE “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 1936

MISSION STATEMENT

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. MARKETING

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 Questionnaires

MARKETING COMMUNICATION

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

MARKETING 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 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.

MARKETING

www.blackpoolpleasurebeach.com

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.

CUSTOMER SERVICE CUSTOMER 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 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

TRIVIA 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 Millio

SCHOOLS & COLLEGES

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 FEEL IT, STUDYIT! 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

SEE IT, IT, SEE TO BOOK Call: 0871 222 8787 Email: [email protected]

IT, FEE IT, IT, STUDY IT, IT! FEE