Christmas Season 2024

[NuttySquirrel]

Santa is an upcharge at some attractions across the UK. The best example nearest me is Longleat during their Christmas/Festival of Light event. Everything is included in the day ticket apart from Santa, which is an upcharge. It would be simple enough for Towers to do the same.

The difference is that Longleat don't market their Festival of Light event as a short break, their main target market is day visitors. I can see why Alton Towers might choose to restrict the Santa experience to hotel guests to sell a 'package' experience and make use of the otherwise empty hotel space. There's nothing wrong with this business model, however if they are selling a premium hotel package there need to be enough experiences to make it feel premium and without a proper festive event in the park akin to Longleat's lantern trail I don't think that's the case. For day guests, there is almost nothing to incentivise them at all.

 

[onair]

Longleat Festival of Light was amazing this year with a great lantern trail and the history of longleat projection show on the house. I thought when I was there how this would work so well at Alton with The Towers. Ok they had Lightopia which was ok but longleats lanterns are built from scratch each year with a new theme. Really would like Alton revist this kind of event again. They need something that would make you want to travel and stay over in the hotels.

 

[James]

The difference is that Longleat don't market their Festival of Light event as a short break, their main target market is day visitors. I can see why Alton Towers might choose to restrict the Santa experience to hotel guests to sell a 'package' experience and make use of the otherwise empty hotel space. There's nothing wrong with this business model, however if they are selling a premium hotel package there need to be enough experiences to make it feel premium and without a proper festive event in the park akin to Longleat's lantern trail I don't think that's the case. For day guests, there is almost nothing to incentivise them at all.

They could seek alternatives (exclusive hotel show/entertainment/experience) and still offer a Santa experience for day guests. If it’s an extra charge for day guests, I don't feel that would devalue the hotel package. During the main season, you get no incentive to stay at the resort (apart from being able to get to the park quicker).

Generally, families expect to be able to meet Santa at a Christmas event. This winter, there has been a focus on hotel stays, but if they go down the route again of making a Christmas event more appealing to day guests, either looking at a Santa experience or more entertainment beyond a stage show will be vital.

It seems that the only reason it’s limited to hotel guests is capacity at present.

Longleat Festival of Light was amazing this year with a great lantern trail and the history of longleat projection show on the house. I thought when I was there how this would work so well at Alton with The Towers. Ok they had Lightopia which was ok but longleats lanterns are built from scratch each year with a new theme. Really would like Alton revist this kind of event again. They need something that would make you want to travel and stay over in the hotels.

It’s a wonderful event, and the effort put into it each year is immense. Maybe what Lightopoa could have been. A projection on the Towers (or lake fountain show) would be great to see.

 

[NuttySquirrel]

Yes I visited Longleat this year and thought the lantern trail was particularly impressive. Just on a totally different scale to Lightopia frankly. One of the lanterns is even an entire pyramid you can walk into.








Obviously this costs a fortune to put on every year but they've worked really hard to market the event and it sells out pretty much every day of the winter season. It's very much a premium experience as well (over £50 per adults on most days).

I don't think Alton need to try to replicate this really, but it does show what can be achieved and what the public might hold up as a benchmark for a festive event.