Interesting that this brand event has taken place. Looping haven't really dealt with a park like Drayton manor before in terms of park size and scale, and I think it's clear they are looking outwardly before making big investment changes. This is a wise move. Does this mean Looping will make the right decisions? Not at all. If they don't listen to guests, or look at past trends in guest behavior, then they will be jumping in to the dark and risk making uninformed decisions. I think they should be looking at past developers, masterplanners and designers who have had decades of experience designing attractions at Drayton Manor/UK parks also. These figures understand the park well, and worked with the families that previously owned Drayton Manor to deliver most of the existing successful attractions that remain.
Drayton Manor is a park that heavily relied on the USPs of high quality and innovative rides in the past. Drayton also maintained a tradition of being based off an inland British resort. Ths involved having an old style "steamboat", a miniature railway, an arcade (Bryan's works being the historical example), live entertainment like the jubilee circus which was added for the queens jubilee in 2002, and also a tearoom. If Drayton lacks these traditional forms of entertainment, it will lose that edge, and loses any advantage that it would have over Alton Towers; Thomas Land put aside.
I think there are other avenues Looping could take here that aren't necessarily obvious which could appear alongside a brand change
- An outdoor shopping village around the Hamilton suite area would quite possibly work . The heart of the country village is not too far away from Drayton which started out with a few small shops and has done exceptionally well with every area taken up by cafes, clothes shops, pet shops and furniture shops. Drayton used to have a garden centre which was situated next to the parrots in the zoo but its poor positioning and the fact that it was in part of the fenced up park area didn't do it any favours.
- 4D cinema used for live performances or a new theatre built in an accessable location. The cinema has the size space and design for theatre performances and these are the kind of things people enjoy. It doesn't have to be West End. It could be a simple community organised local theatre owned by the park
- Bring back the Drayton Queen. It's a good scenic boat ride and without the chairlift the classic image of Drayton Manor has definitely taken a hit
- Yes the theme park itself needs investment and has needed major investment now for well over a decade; during which the park has effectively been left to rot. Drayton should replicate the successes of experience driven themed rides that cater to everyone like Stormforce 10; which has an authentic and original theme and was elaborately designed by a British design studio in the 1990s. So far, since Looping took over there hasn't been any sign of strong themed areas. Adventure cove isn't a strong or original theme; it's pretty generic and doesn't live up to the richness of the surrounding Cornwall theming from Stormforce, Maelstrom and Neptunes Amusements. Splash Canyon returning as the new rapids with a complete overhaul was a great move, and the Shockwave station looks quite good; but the area does not have a strong identity. It's clear that the appropriate budget was not given to the area.
Thoughts on a potential logo change:
Personally, I think the logo and name is fine. If anything, the best logo was the logo before the present logo. It was less sleek and modern looking but looked more 'magical' and memorable.
1991-1995 logo: Great for the times but probably too old fashioned for nowadays and obviously Pirate Adventure is no longer open.
1996-2003 logo: By far the best logo, during some of the best years of development of Drayton Manor. It is still used for the large gates by the park entrance before entering the car park.
Current DMP logo (2004-now): Modernised version of the previous logo. definitely more gimicky and only really good for a few years. The current logo just doesn't have the punch that the 90s and early noughties logo had. If anything, the current logo is just the older logo with modern font in italics. Deep blue text doesn't make it stand out either.
I therefore (personal opinion!) think that Drayton should use this brand change as an opportunity to revert back to their older logo but with an ever so slight polish. It's less risky than developing something entirely new, and it's much more memorable.
Overall I'd say that Drayton definitely need to be careful with things like this. Right now, they need urgent investment across the park. The Excalibur site has sat empty for 10 years now. Pirate Adventure covers a huge indoor area and there's definitely spaces to develop elsewhere. Personally I think it's less about their image and brand and more about building high quality attractions as an incentive for guests to visit, or at least looking at ways of adapting to the times. We live in an age of conveniance (normatively not a good thing but hey that's the way things are) so if people can get everything out of a place it is far more likely to be popular. Be it eating, going on rides, etc Anyway those are my thoughts.