Adventure Attractions, an experienced manager, operator, and developer of visitor attractions, and its subsidiary Openwide Coastal, which operates the iconic Cromer Pier, are celebrating a successful Christmas season at the UK seaside landmark.
The famous Cromer Pier Christmas Show achieved remarkable results in 2024, surpassing expectations and solidifying its status as a key part of the British seaside experience. This year’s production saw an impressive 10.7% rise in total ticket sales from 2023, filling 1,699 more seats. In light of strong demand, an additional performance week was introduced, which further enhanced both attendance and revenue.
Cromer Pier is a historic landmark that has been loved by many generations. It is one of the few remaining end-of-the-pier theatres in the world. Besides its cultural importance, the theatre helps the local economy by drawing visitors from all over the UK and supporting nearby businesses during the holiday season.
The unique appeal of live end-of-the-pier entertainment
Sean Garrett, general manager of Cromer Pier, says: “The success of this year’s show highlights the unique appeal of live end-of-the-pier entertainment. Our talented team has delivered a production that seamlessly blends traditional variety with contemporary flair, resonating with both loyal patrons and first-time visitors.”
The Christmas Show, hosted by Olly Day, has become a must-see event for audiences across the country. Day says: “I speak with audience members after every performance, and their enthusiasm and warmth are genuinely heartening. Many travel significant distances to experience the magic of Cromer Pier at Christmas.”
Cromer Pier Theatre has symbolised British seaside culture for over a hundred years. It provides excellent entertainment and fosters a sense of nostalgia and community. This year’s results highlight this historic venue’s ongoing importance and commercial viability.
Openwide Coastal is already planning for next year’s production, aiming to build on this year’s success and ensure the Cromer Pier Christmas Show is still a must-visit event. Openwide Coastal, part of Adventure Attractions, focuses on creating and managing visitor attractions, live shows, and theatre operations. Founded in 1992, the company is known for its innovative approach and high standards.
Last summer, Adventure Attractions reopened The Castle Pantry at Highcliffe Castle in Dorset, UK. After assuming management of the business, the company refurbished The Castle Pantry to provide a brand-new appearance that combines the elegance of a classic British tea room with contemporary amenities.
