As well as token selection of the park’s resident attractions, including the Oblivion rollercoaster, Old McDonald’s Farmyard children’s area and Cariba Creek indoor waterpark, visitors could also enjoy the vintage thrills and spills of Carter’s Steam Fair, which had made the journey up from London for the fortnight (February 10 to 25).

“We were looking for an event that we could offer to our hotel residents and local market that included the house and gardens,” reveals Alton Towers park brand manager, Andrea Webster, “and Carter’s Steam Fair fitted the profile perfectly. Over the 16-day period we welcomed 22,000 guests across all generations. Interestingly, we saw a real shift in our audience profile, which we believe we can attribute to the mix of the attractions coupled with the historical appeal of the Towers and gardens themselves.”

Instead of the usual pay-one-price admission structure, visitors were encouraged to buy tokens for the rides and attractions, and even benefited from free car parking.

“The fact that there was no entry charge to the event may also have encouraged people who wouldn't normally visit to come along, and it would appear that there may be a market for more of this type of event during off-peak periods, pre or post season," concludes Webster.

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