Our Strategy

Goal
Invest
Improve
Commit

Our Goal

Our goal is to become global market leaders of both indoor and outdoor theme parks and leisure attractions.

Our Investments

Our short-term investment strategy is very dynamic as worldwide trends are ever changing. We have ambition to continually invest in new concepts and trial them among our wide range of brands and leisure attractions. We have an inimitable expertise in refreshing entertainment experiences which in turn keeps customers engaged.

Our long-term investment strategy is formed more advantageously. For example:

  • In 2016 we acquired a UK theme park, Fantasy Island. Before opening for the 2017 season we made strategic investments in rides and attractions that grew the revenue by 30% YOY.
  • Between 2018-2020, we had invested an additional £3 million pounds in more iconic rides and in the creation of our very own holiday park, adapting the theme park brand into a family resort.
  • We saw an opportunity in ‘Brexit’ where UK staycations were on the rise. This is a prime example of our agility and dynamism: we are ready to invest in the latest trends at pace.

Our Improvements

Our improvement and investment strategy are intertwined. We constantly analyse consumer habits and are actively tracking the latest trends in the market. This enables us to challenge our current investments strategies and tweak them where required.

Our Commitments

We are fully committed to our audiences, providing them with the best and most memorable experiences in the industry. We go above and beyond to exceed our customers’ expectations and to ensure our brands leave a lasting memory.

In February 2021 we acquired the iconic Skegness Pier and are committed to elevating the seaside town of Skegness.

We have an abundance of investment plans for both Skegness Pier and Fantasy Island Resort, both within a 4-mile radius of one another.

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