Park Profile
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But the experience is constantly updated and added to
with new rides and events, which are a crucial part of the Bewilderwood experience. “In the last two years, our storytelling and events have
reached another level – it’s really important to interpret our world to the people who come to play in the woods. The Sky Maze is also fairly recent and our exciting new concept of The Giant Flower Garden is coming early Summer 2018.” “No one ride is so much better than the others, all features
are of a similar quality. However, the Sky Maze has over half a kilometre of walkway – and is very unique to us. Our slides are made of super slippery materials and they really work! Finally, the high quality of the storytelling, events and crafts are also fully integrated into our world.” While it may not be necessary for the park to invest in
expensive coasters or electronic features, start-up costs, while low in comparison with many major parks, were not insignificant. More in line with the sort of investment level required to create a farm attraction. “[It cost] over three million quid to get it going and we
reinvest substantially annually,” explains Blofeld. “We are happy to invest as much as needs be to keep the quality, excitement and adventure where it needs to be and at the forefront of outdoor play.” A crucial part of the park’s ‘story’ and it should be said, also an important additional revenue stream, are the books, which also help create the look and feel of the park and are increasingly, through story-telling events, a big part of what goes on. “The books, which are set in Bewilderwood and were
developed at the same time as the park, came out of my head and were heavily contributed by the illustrator Steve Pearce who was a significant player. “Throughout the park you’ll see hints of the characters (Boggles and Twiggles) that live in the wood and of course, head to the storytelling stage to learn more!” Expansion is also on the cards. There are plans for a second Bewliderwood at the Cholmondeley Estate in Cheshire, although it seems it has been a complicated process to finally getting planning approval, and Blofeld is also speaking to developers about opening a Bewilderwood in Germany and eyeing several other UK sites. What Bewilderwood has done brilliantly is to tap into notions of a more organic, guilt-free, childhood day out for parents. It is outdoors, in nature, with a wholesome story to tell and not an electronic screen in site. It makes for very
powerful branding but one that needs to maintain that integrity at its centre if it is to continue it success. Blofeld says his team, and its understanding of what the park is about, is crucial to this. “We have a passionate team, including in house designers
who work collaboratively and creatively with me – which is why the park has such integrity and the team feel a real sense of ownership. “[The key is] always delivering more than is expected, the quality of what we offer and of course staff friendliness is critical. We invest heavily in training our team and we have sensational reviews for that - every customer is special and we treat them that way. “I think customers look for value – which isn’t necessarily about money – it’s about the quality of the experience. They want something different, a unique day to make it unlike other days, which is why they will come back. If the kids are asleep in the car on the way home, with a smile on their faces, we know we’ve done our job.” Despite its quaint, rural, image, the park is actually
marketed in a slick, modern fashion, with emphasis on social media, creating word of mouth demand based on parental approval. For any kind of leisure attraction, positive online reviews are now absolutely vital in attracting new visitors. “Social Media is fast becoming the most important,
particularly our customers telling their friends how great we are, which we cherish - you can’t beat a positive, personal review.” Many parks lay claim to offering a unique experience but being based on original story titles, with a quintessentially English appeal, Bewliderwood is the genuine article. But, with plans for a second park well advanced and
more plans in the pipeline, it’s unlikely to stay that way for much longer.
86
SEPTEMBER 2017
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