Tom sees BeWILDerwood’s core clientele as families staying in caravans along the coast around Yarmouth.
“We’re very much a Yarmouth-based attraction, and most of our customers are seaside holidaymakers, so we’re competing with Sea Life (a waterfront aquarium) and with the beach itself,” he says.
Inevitably, peak season for the adventure park is the summer months. “There are roughly one million people living in Norfolk, within a 90 minute drive of Norwich, but that population swells to between four and seven million in summer,” Tom says.
To keep it simple, entry prices include everything except on-site food and shop purchases. “We don’t want to irritate people with lots of little add-ons, so entertainment, story-telling and face-painting, boat rides and entrance to the crafts tent and all the park’s experiences are all included in the price.
“And if kids are asleep in the car on the way home, with muddy trousers and achy legs, and the grown-ups are smiling because they’ve not had so much fun since they were kids themselves, then we know we’ve done our job.”