focus on M27 & southampton 13 Peppa has spiced up Paultons Park


This is the discovery of journalist John Burbedge looking for insights into family businesses as he sits in on an RSM Tenon client contact meeting


Managing director Richard Mancey proudly flipped the pages of his new marketing leaflet. “Folded this way it emphasises Paultons Family Theme Park – that’s for local one-hour drivetime visitors who already know Paultons. Same leaflet, folded this other way highlights our new Peppa Pig World – for the rest of our UK and international visitors.“


Yes, international visitors. Paultons Family Theme Park has come a long way from its 1983 formation as a Hampshire country park attraction.


Nick Parker, RSM Tenon’s regional director of tax, explains: “It is high standards of customer service and astute marketing – like the recent £6 million three-acre creation of the world’s first dedicated Peppa Pig theme park – that have launched Paultons Park into a whole new commercial league and brought growing international awareness.


“But, it is also attention to detail and efficiency, like that marketing leaflet, that has sustained Paultons’ steady growth to an annual turnover of well over £8m,“ adds Parker, who should know as he has advised Paultons Park for more than 20 years.


Knowing one’s strengths and abilities is another virtue linked to the Mancey family’s management and ownership of Paultons Park.


Richard Mancey, who deals with the finance and operations of Paultons Park, recognised early on the need for professional business advice and support in running the growing leisure operation.


“My father appointed a Big 4 accountant when he set up the country park, but we were being pushed from pillar to post, explaining our business to different staff. Frankly, we were not getting a personal service. We needed a more family- focused set of accountants and advisers. RSM Tenon fitted that bill and have helped us grow, while still providing the service that we want.“


Mancey has a pragmatic and prudent approach that reflects the hands-on commercial background of his family as farmers, builders and developers.


He regularly ’walks the shop-floor’ (actually he cycles Paultons 140 acres) being keenly conscious of his responsibility as a major local employer and his family’s investment in the business.


Mancey might equally have highlighted the word ’family’ on his marketing leaflet. A family culture runs throughout Paultons Park. It is arguably the ultimate family business – being owned and managed run by the Mancey family for families everywhere to enjoy its family-focused entertainments.


“We understand family needs and realise our business is not only about getting people through the gates. We aim to give great service, a quality value-for-money day out, without being overtly commercial.“ Paultons headline prices are considerably less than other major theme parks.


Mancey’s mother and father began the business on the former Paultons Estate at Ower, off M27 J2, near Romsey. Mancey and his wife Sara, who today handles HR and administration, took over in the mid-1990s as joint 50:50 shareholders.


Brother-in-law Stephen Lorton is Paultons’ commercial director. The Mancey’s teenage son and daughter are ’learning the business’ working alongside the 500-plus staff (70 full-time) who beaver away behind the scenes to provide a relaxing, trouble-free and fun experience for over 750,000 visitors per year.


“James and Charlotte report to their line managers like anyone else and are treated no differently. They know what we expect of them and I’m sure they realise that they have to try to add something to the business.“


Richard and Sara Mancey added something in 1999 – Paultons’ first thrill ride. It transformed the format and fortunes of the business, leading to a theme park styling and today’s 60 family rides and much, much more. Mancey estimates the business has grown 15-fold since 1995.


Peppa Pig World, launched in April this year. It may be the post-recessionary increase in UK ’staycations’, or simply Peppa Pig’s popularity, but the 2011 boost in Paultons Park’s visitor numbers is “exceptional“ says Mancey.


Although he is delighted by the success of Peppa Pig World, Mancey knew that his investment was


THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – SEPTEMBER 2011 www.businessmag.co.uk Above: The team on the Cobra rollercoaster


Below: Nick Parker with Peppa pig and George at ’Peppa Pig World’


not a risk. “Our growth strategy has always been: ’Can we survive if we don’t get one more visitor from this investment?’ If the answer is ’No’, we don’t do it. I’ve nothing against borrowing money, but we try to fund things ourselves from within the business.“


RSM Tenon’s director of audit, tax and advisory, Michaela Johns, commented: “We obviously help and advise the Manceys on the best approach to all manner of things – for example funding, tax and capital allowances on the Peppa Pig development – but in the main our role is to align personal aspirations with strategic corporate objectives.“


Being a hands-on family-owned business makes for quicker decision-making, which empowers the management team, Parker points out. Continuity of family ownership is also a strength. “Employees know who they are working for, the work ethos, and the family record of stability and success.“


RSM Tenon also assisted recently in the recruitment of a new general manager of finance and administration. “We vetted and shortlisted candidates from a very large number of applicants for the post, which itself indicates high regard for Paultons Park.“


“Knowing Paultons’ business so well, we recognised that they were not looking for dry accountancy skills but a talented individual with a hands-on approach and team- working attitude,“ added Johns.


“Operationally, we have a lot of things going on,“ explains Mancey. “Our front-of house team may be the public face of Paultons, but we have other great teams behind the scenes ensuring everything is safe, checked and ready. At 10am every morning the first of 8,000-plus visitors start arriving. It’s busy. You don’t get a second chance.“


So, commercially what are the next thrill rides for Paultons? Refurbishing its Christmas attractions. Trebling its retail space. Digital marketing and online shopping expansion. “We have so much potential here.“ Within five years Mancey sees Paultons Park competing with the leading UK theme parks.


Details for Paultons Park: www.paultonspark.co.uk


Details for RSM Tenon Offices:


Southampton: 023-8064-6464 Basingstoke: 01256-312312 Bournemouth: 01202-204780 Portsmouth: 023-9265-8331


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