Lightwater Valley. The past, present and future.
In recent days days the news that Lightwater Valley is closing 5 of their thrill rides including the well-love Raptor Attack, whilst making a shift to focus on catering for children 10 and under has reverberated through the theme park enthusiast community. The Ultimate rollercoaster has also been confirmed as closed for the 2021 season by the park.
This was predictably not well-received by theme park enthusiast community as both Raptor Attack and The Ultimate in particular were fan favourites. Raptor Attack was a uniquely themed indoor Schwarzkopf wildcat coaster, Black Pearl, a rare Weber Dreamboat that had been all over the country, Apollo a travelling star flyer style ride, Eagle's Claw a KMG afterburner and River Rapids a travelling river rapids ride. The Ultimate is of course a unique, world renowned crazy coaster designed by Big Country Motioneering and famously constructed by British Rail. The park announced the addition of a new "safari zone" with new children's rides, including at least two new ride additions and the addition of the ropes course being included in admission.
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| The Ultimate |
So let's be real for a minute here. It is no secret that Lightwater Valley has been in a state of decline for a number of years since it's glory days in the 90s. In fact, it's quite clear that they have been in a risky position for a number of years. I honestly hadn't expected the park to last this long, even without the current global climate, and had mentally accepted a while back that this park was likely to close very soon.
There had been little investment for a number of years and it was clear that many of the rides and areas of the park needed work. Three health and safety incidents with subsequent fines likely also not helping the park's reputation, insurance costs or finances. Any major thrill investment should have and would have had to have come years ago to maintain the large rides. The lack of investment had just gone on too long. I only visited once a couple of years ago but it seemed like such a shell of it's former self and in need some drastic help. Add on the current global situation and you've got yourself a big problem.
Something had to change.
When the park announced that it wasn't closing permanently I was honestly a bit surprised. The decision was likely between closing for good or changing direction. I know I'd definitely choose the latter over seeing another UK attraction close for good, even if I am no longer the target market. It just makes business sense. Those in charge obviously think this is the best plan for the park's survival. I think if the park was keen on changing direction they would have done it years ago but the fact that the thrill rides lasted this long suggests to me that this was a last resort. Selling these rides is probably creating the cash they need to open the park this season and create the new zone that they're opening. The rides they are removing are either old (and likely in need of expensive refurbishment) or travelling fair models. I imagine that the Ultimate isn't cheap to maintain either, hence why it is closed for another year.
The young family market
"I won't visit anymore so the park is doomed"
I've seen lots of upset enthusiasts claim that the park is doomed because they won't visit anymore. Well, considering most enthusiasts I know haven't been for years due to lack of investment it sounds like these decisions won't have any effect on the park. Most theme park enthusiasts weren't visiting Lightwater Valley anymore. Simple as. Year after year I'd hear people say that they wouldn't go back until they got something new and that something never came, so neither did the enthusiasts. Let's be clear also, we're a small minority of the market anyway. I'd like to also point out at this moment that the park haven't got rid of all their rides that suit older audiences. The pirate ship, breakdance, waltzer, dinghy ride and waveswinger are all, as of early February, still listed on the website.
"The family market is small and won't make them money"
This simply isn't true. We have a number of very successful family parks in the UK that do what they do very well. Think of all the seaside parks, zoos, farm parks, crazy golf courses, soft play areas etc. Kids attractions can be very popular and we have a lot more of them than we do thrill parks for a reason. Spending per head for families is generally a lot more than enthusiasts. Kids get toys, sweets, souvenirs and games. Most enthusiasts I know have annual passes and once in the gate focus on getting re-rides and maximising for their money rather than spending on upcharges. That's not to say that the thrill market isn't there or lucrative, because obviously it exists as well, but the UK has a huge family market and families are much easier to cater for on a lower budget than thrill seekers. A budget type that we know Lightwater Valley likely has.
In my opinion I think the park needs to focus on their catering and retail outlets and make the park a much more pleasant place to relax in. I may be in the minority in that I'm interesting in other types of visitor attractions other than thrill theme parks (such as animal attractions) but I've had great visits to parks primarily aimed at children that have been enjoyable for adults due to the great atmospheres, catering options and well-maintained facilities and pleasant scenery. Take Pettits park, Drusillas or Old MacDonald's farm. They all do what they do really well! Perhaps the Lightwater Valley could invest in a nice restaurant, better shops, a crazy golf course, panning for gold or more animals? There are lots of options and the local landscape is picturesque. Perhaps in time, if they do well, they'll have a better cash flow to support bigger projects in the future. Look how Paultons has progressed. I really think the best thing for this park in it's current state could be going back to basics and starting afresh.
A closed park definitely can't afford any new rides, be it thrill rides or otherwise.
In conclusion
Yes, this is really sad news. It is a real shame that it has come to this end of an era and I am really hoping that the rides that have been lost can be refurbished (if required) and find great new homes. I am particularly hoping that Raptor Attack stays in the UK as it's one of our last two Schwarzkopf coasters but we'll have to see. Perhaps if the park does really well this season, in some alternate universe, perhaps the ultimate could reopen. Perhaps. They've so far kept the "ultimate family adventure" in their tagline so who knows. If not, then I'll understand too.
The park has a window now where their new decisions will make or break the future of the park. The next couple of seasons will be critical. The new rides and rebrand will likely either do really well or be a flop. Perhaps you know some young families who would enjoy a visit? Or a school that could do a school trip (if that ever becomes a thing again of course!)? Liking their social media pages, sharing their posts, following news will all help get people through the gates. You don't have to visit to help support the industry.
After all, we are all fans of the attractions industry and want it to grow. Lightwater have clearly had a hard time, so let's not give up on them now. They still have some family rides and are obviously trying to do something new to solve the problems they've had for years. All in a tough economic climate.
It may be a kids park but it's still a park and places like this are where new enthusiasts are created.
A well-run family-focused park is in a lot better position to invest in the future than a struggling, underfunded thrill park with no direction.
I wish Lightwater Valley luck with their new vision. Hopefully things will work out for them.
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