Thousands of thrill-seekers from across the Midlands descend to Staffordshire every year to visit one of the 海角视频’s biggest theme parks.
Alton Towers, which is based in the sleepy village of Alton in the Staffordshire Moorlands, welcomes thousands of families to its theme park, water park, hotel complex and historic gardens.
But like all non-essential businesses and attractions across the country, the majority of the Merlin Entertainments-operated resort has been closed since the end of last year in line with Government restrictions.
The pandemic meant the attraction had to furlough up to 75 per cent of its workforce and was forced missed out on its “busiest and most crucial” trading periods.
And when it was allowed to open, Alton Towers had to operate at reduced volumes to enable social distancing and new covid regulations.
It also had to cancel some of its biggest events including the annual fireworks display and Christmas events and was forced to put its 40th birthday celebrations on hold.
But Ian Crabbe, managing director for resort theme parks at Merlin Entertainments, says that 2021 is going to be a big year for Alton Towers as the resort gears up to welcome back visitors later this month.
He said: “2020 was Alton Towers Resort’s most challenging year to date as we were required to close, missing out on our busiest and most crucial trading periods.
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“During the year between 50 and 75 per cent of our staff were furloughed as we navigated our way through difficult and uncertain times and when we did reopen, we did so with significantly reduced visitor volumes to enable social distancing.
“All of the resort’s teams are accustomed to managing large numbers of visitors but had to learn new ways of operating with a comprehensive set of Covid-compliant measures to ensure the safety of our guests and staff, with particular attention around social distancing and cleansing regimes.”
Ian added: “This year we are looking forward to opening our doors to the awaiting British public so that we can do what we do best, provide great, exciting, fun filled, memorable days out and short breaks.
“With the learnings from last year and the hard work that’s gone into the winter months in terms of getting ready for this season, the team are ready to deliver first-class experiences for all of our guests.
“In 2021 we will be pulling out all the stops to ensure a memorable visit to Alton Towers Resort. The last 12 months has been a challenge for everyone, and for some it has been unthinkable.
“We are ready to put the smiles back on the faces of everyone in need of some well-deserved fun.”
Alton Towers’ historic gardens opened to locals on March 29, while the theme park and all of the resort’s self-contained accommodation will re-open on April 12.
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The waterpark and remaining accommodation will open May 17 under current guidelines – meaning the entire resort will be open before the end of next month, albeit at a reduced capacity.
Alton Towers has planned a full season of celebrations and live entertainment this year, including a brand new Mardi Gras carnvial event, a Summerfest and a Christmas market.
The new Gangsta Granny ride – based on the hugely popular children’s novel by David Walliams – will also be launched.
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Francis Jackson, operations director at Alton Towers Resort, said: “We know that people, like myself, are really looking forward to being able to get out and start enjoying experiences like days out again.
“We are incredibly hopeful that with the latest Government roadmap in place we will be able to deliver Scarefest and our annual fireworks in the autumn, plans for which are in full swing behind-the-scenes.
“Alongside this we are planning to ramp up our live entertainment on the theme park and deliver new and memorable themed celebrations across the season to ensure Alton Towers Resort remains the ultimate escape and destination for families and thrill-seekers.”
Francis added: “We pride ourselves on providing a fun-packed escape for all and this year we are pulling out all the stops to make sure this happens following a rollercoaster 12 months for everyone.
“During the lockdown the outpouring of love for the resort from people across the nation has really spurred on our teams to bring new and exciting plans to life, helping people create new memories that I think we are all craving.
"When we were able to open in 2020, we saw great demand from people wanting a memorable day out with friends and loved ones and we fully anticipate to see this again."