Drayton Manor sold after entering administration to Looping Group

Drayton Manor

Drayton Manor Park, a beloved family theme park in Staffordshire, has confirmed that it has been sold as part of a pre-pack administration to Looping Group.

Looping Group is a European company operating 15 leisure parks across the UK, France, the Netherlands, Switzerland, Spain, Portugal and Germany. The company operates West Midlands Safari Park and Pleasurewood Hills in the UK.

Looping Group, which will retain Drayton Manor’s 599 employees as part of the buy-out, has ambitious development plans to make it an even more attractive leisure destination.

The theme park and zoo, which has more than 100 rides and attractions, has confirmed it will operate under the company name of Drayton Manor Resort Ltd.

The Bryan family, who have owned and run Drayton Manor Park since it opened in 1950, will remain a key part of the management structure under the new ownership.

William Bryan, who retains his role as managing director, said in a statement: “Like many businesses, we have faced challenges over recent months, but the sale to the Looping Group is an exciting and positive new chapter for Drayton Manor Park.

Looping Group will retain employees of Drayton Manor

“For us, finding a buyer who would protect jobs was key, as was finding one who would continue to operate and develop the Drayton Manor Park our guests know and love.”

Bryan added: “Looping Group’s commitment towards a very ambitious investment plan and its pledge to reinvest profits primarily back into the park, made it a natural and very appealing fit for us.”

Drayton Manor has approximately 1.5 million visitors annually, but reported a loss of £1.8 million in the year to February 2019.

“I would like to commend the Bryan family who has, over three generations, been developing the park and made it one of the most beautiful references of our industry in the UK,” said Laurent Bruloy, CEO of the Looping Group.

“We are deeply respectful about all that has been achieved by the teams,” added Bruloy. “Our aim is to provide visitors with an unforgettable, fun and entertaining family day out.”

Attractions.io, a leading creator of mobile visitor apps, recently launched a new virtual queuing app for Drayton Manor Park.