I think that the park needed to do something, as there were better christmas experiences elsewhere. Effectively I tjhink that having it at a price point that is out of the reach of most people is a mistake. Annual passes are amongst the cheapest out there, but if they want to retain passholders, they need to give them perks. Most passholders eat at the onsite catering, buy the Christmas experiences, spend in the shops. I will not be renewing the passes in August so now to decide if or when to renew the passes. No mention of an end of season fireworks or Halloween, park is still showing as closed in October. I know a lot of people are booking Halloween events, everyone is saying Drayton Manor is now too expensive for the Christmas event. A family of four without passes would be at least £240 to do it all. Can do severn valley railway for less and it is a better event based on last year.
They need to do something for passholders. They seem to focussed on groupon and kids pass where income will be low. They will take their cut. A lot of discounts available for summer, suspect they will have an offer for christmas. Wouldn't surprise me if it loses its value for money awards next year.