This generous gesture doubles up as a brilliant PR stunt and commercial strategy that’s not only won over the public but is also set to bring a surge in secondary revenue, making this move a win-win for visitors and the park alike.  

As part of its celebration, Drayton Manor takes us back in time, reviving the original token-based pricing system first introduced in the 1950s. Guests receive free entry to the park and zoo, and only pay for the rides they choose to enjoy using tokens or an optional unlimited wristband.  

Each ride costs between one and five tokens, priced between £2 and £10, which can be purchased in bundles online or throughout the park. For those looking for all-day access, unlimited ride wristbands are available too.  

The setup not only adds a delightful retro twist for families, but it also subtly creates flexibility for different budgets, a smart way to lower the entry barrier while still encouraging spend per head.  

On the surface, giving away two days of free entry might sound like a risky move. But here’s why it isn’t just a welcoming giveaway, it is a calculated, revenue-driving masterstroke:  

Increases Footfall and Broadens Audience  

By removing the cost of entry, Drayton Manor attract a much larger and more diverse crowd than on a regular park day. Families who may have never visited before due to budget constraints now have a reason to enter, and more importantly, become future paying customers.  

Increases Spend on Food, Gifts and Experiences  

With no money spent at the gate, guests have more disposable cash to enjoy everything else the park has to offer, from food stalls and restaurants, to gift shops, photo booths, and special anniversary merchandise. That’s the key in theme park margins, and Drayton Manor has executed it perfectly.  

Promotes Ride Revenue Through Tokens and Wristbands  

The token system evokes nostalgia, but also cleverly gamifies the day out. It encourages families to prioritise rides, plan their experience, and often purchase more tokens than strictly needed (just in case). The unlimited wristbands, meanwhile, offer peace of mind and value for money, adding to overall per capita spending.   

Earns National Coverage  

Offering two days of free entry is a great story for the press, and the media coverage proves it. From national newspapers to local outlets and social media influencers, the buzz around Drayton Manor’s event has spread, giving them PR exposure without splurging on traditional advertising.  

Encouraged Early Season Attendance  

April can be a slow month for theme parks, it’s not quite peak season yet, and families are still holding out for summer. This campaign fills the park mid-week, during a normally quieter window, while also launching the summer-long celebration calendar in the best way possible.  

A Summer of Celebration Continues  

As part of the 75th Anniversary celebration, Drayton Manor has rolled out a season-long schedule of events including:  

• Diamond Egg Hunts  

• Firework Extravaganzas (every first weekend of the month)  

• The brand-new Anniversary Museum in Falls Theatre, showcasing 75 years of rare artifacts, memorabilia, and historic moments, free to access until the end of the season.  

It’s clear the park is using the momentum of this celebratory year to invest in guest experience and drive long-term growth. By combining nostalgia with innovation, Drayton Manor has reminded us why it's remained one of the UK's top theme park destinations for three-quarters of a century, and why it's prepared for a successful future.   

At this year’s Land Leisure and Tourism Show, we will be delving into ideas and strategies on how to keep your business competitive and innovative.   

Join us at the NEC Birmingham on 5-6 November 2025 and discover how you can take your business to new heights.

Pre-register for your free ticket here