Drayton Manor Resort
Corporate brand
UnclaimedA family-oriented theme park resort, zoo and hotel complex in Staffordshire, England.
Last updated August 22, 2026
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Overview
Drayton Manor Resort is a family leisure destination in Drayton Bassett, Staffordshire, England. Its core operation combines a theme park, the Drayton Manor Zoo and on-site accommodation, with the attraction offering designed primarily for families and day visitors from across the United Kingdom. The resort occupies the grounds of the former Drayton Manor estate, a historic site associated with the Peel family. The nineteenth-century manor house, built for Sir Robert Peel, 2nd Baronet, in 1835, later fell into ruin; the surviving clocktower remains a prominent feature near the park entrance. During the Second World War, the British Army requisitioned the estate as a training post and constructed a number of huts on the property. After the war, George and Vera Bryan acquired the land and huts with borrowed capital. In 1950 they opened a modest amusement park containing a small selection of children's rides. The site expanded gradually during the 1950s, 1960s and 1970s. A zoo was added in 1954 through a partnership between the Bryans and Molly Badham, who later became associated with Twycross Zoo. This combination of rides and animals established the mixed-attraction format that continues to characterize the resort. The park changed direction in the late 1980s, when it began adding larger and more thrilling rides in an effort to draw visitors from throughout the UK and compete with other major British amusement parks. George Bryan's son Colin Bryan became managing director in 1992. Over time, the attraction developed themed zones, family rides, major thrill rides, seasonal events and accommodation. Thomas Land, a large area themed around Thomas & Friends, became one of its most recognizable family offerings and supported the development of the Drayton Manor Hotel, which includes themed bedrooms for younger guests. The resort covers a substantial estate, although only part of the total land is actively used for visitor attractions. Its zoo occupies approximately 15 acres and houses more than 100 animals, including red pandas, Eurasian lynx, monkeys and gibbons. The wider attraction has been described as receiving approximately 1.5 million visitors annually, although visitor figures can vary by year and the cited reference does not establish a current audited total. Drayton Manor experienced several major disruptions in the late 2010s and early 2020s. In May 2017, an eleven-year-old visitor died after falling from the Splash Canyon Rapids ride. The park temporarily closed, and the attraction did not reopen until 2021. Storm Dennis caused flooding in February 2020, after which the park remained closed until July. In August 2020, the operating business entered administration and was acquired by Looping Group, a European operator of theme parks, zoos and aquariums that also owns West Midlands Safari Park. A fire in a Thomas Land toilet block in December 2020 was investigated and classified as accidental. Following the change of ownership, the resort continued to refresh its identity and attraction portfolio. The Vikings themed area was announced at the end of 2021, opened on a soft basis in May 2022 and officially opened on 28 May 2022. It included three new rides and a retheming of the Buffalo roller coaster. The business adopted the name Drayton Manor Resort and new branding in 2022, reflecting a broader proposition that includes accommodation and multi-day family visits rather than a standalone amusement park. In 2023 the resort announced Gold Rush, an Intamin family thrill lift-and-launch coaster, which opened on 26 July 2024. The present resort combines rides, themed entertainment, animal exhibits, hotel stays, camping and seasonal events such as Halloween programming.
History
The Drayton Manor site was historically part of an estate owned by the Peel family. Drayton Manor mansion was built for Sir Robert Peel, 2nd Baronet, in 1835. By 1926 the mansion had largely become ruins, although its clocktower survived and remains associated with the park entrance. During the Second World War, the British Army used the property as a training post and built 17 huts on the land. After the war, George and Vera Bryan borrowed £6,000 to purchase the estate and the remaining army huts. They transformed the property into a small amusement park, which opened in 1950 with only a handful of children's rides. The attraction expanded slowly over the following decades. In 1954, Molly Badham entered into a partnership with the Bryans to establish a zoo alongside the amusement park. Badham later became associated with the founding of Twycross Zoo, while the Drayton site retained its combined rides-and-animals character. The park's development accelerated in the late 1980s. Larger and more thrilling rides were introduced to attract a national audience and compete with rival UK theme parks. The business remained connected with the Bryan family, and Colin Bryan, George Bryan's son, became managing director in 1992. Subsequent development added themed areas, family rides, thrill attractions, a substantial zoo and accommodation. Thomas Land, themed around Thomas & Friends, became a particularly important family-oriented area. The resort also developed the Drayton Manor Hotel, whose facilities include Thomas & Friends themed bedrooms, and a Camping and Caravanning Club site with pitches and glamping accommodation. A major safety incident occurred on 9 May 2017 when an 11-year-old girl fell from Splash Canyon Rapids into the ride's water channel. She was taken by air ambulance to Birmingham Children's Hospital but died from drowning. The park closed temporarily and Splash Canyon remained closed until summer 2021. The event became one of the most significant incidents in the attraction's history. The resort faced further operational disruption in 2020. Storm Dennis caused flooding in February, and the park did not reopen until July. On 3 August 2020 the operating business entered administration and was acquired by Looping Group. The purchaser operates a portfolio of parks, zoos and aquariums in Europe, including West Midlands Safari Park. In December of the same year, a fire broke out in a toilet block in the Thomas Land area. Investigators concluded that the fire was accidental. Under Looping Group ownership, the park pursued renewed investment and repositioning. At the end of 2021 it teased an upcoming Viking-themed development using the message 'Invading 2022'. The Vikings area had a soft opening on 17 May 2022 and officially opened on 28 May. It introduced three new rides and rethemed the existing Buffalo roller coaster. During 2022 the attraction also adopted the name Drayton Manor Resort and launched new branding, presenting itself more clearly as a destination that could combine park visits with hotel or camping stays. The resort continued its ride investment with Gold Rush. Announced in July 2023, the Intamin family thrill lift-and-launch coaster opened on 26 July 2024. Today the destination includes multiple themed areas, Thomas Land, the zoo, hotel accommodation, a camping and glamping offer, food and retail facilities, and seasonal events. Its Halloween programming includes daytime family activities such as Pumpkin Smash Bash and evening scare-oriented programming marketed as The Haunted Manor. The attraction remains a UK-focused family leisure resort rather than a publicly listed standalone company.
- 2024
Gold Rush opens
[1]The Intamin family thrill lift-and-launch coaster Gold Rush opens on 26 July.
- 2022
Vikings area and resort rebrand
[1]The Vikings area opens and the attraction adopts the Drayton Manor Resort name and new branding.
- 2020
Acquisition by Looping Group
[1]Following administration, the park is acquired by Looping Group on 3 August.
- 2017
Splash Canyon fatality
[1]A child dies following a fall into the water while riding Splash Canyon Rapids; the park closes temporarily.
- 2009
Hotel plans submitted
[1]Plans for a Drayton Manor hotel are submitted to Lichfield District Council, supporting the site's development as a destination resort.
- 1992
Colin Bryan becomes managing director
[1]Colin Bryan, son of founder George Bryan, becomes the park's managing director.
- 1954
Zoo added to the attraction
[1]Molly Badham partners with the Bryans to establish a zoo alongside the amusement park.
- 1950
Amusement park opens
[1]George and Vera Bryan open a small amusement park on the former estate.
- 1926
The manor is reduced to ruins
[1]The former manor house has largely fallen into ruins, while its clocktower survives.
- 1835
Drayton Manor mansion is built
[1]A mansion is constructed for Sir Robert Peel, 2nd Baronet, on the estate that later becomes the resort site.
Products and positioning
A family-focused UK theme park resort combining rides, Thomas & Friends theming, a zoo, accommodation and seasonal events. Its proposition spans younger children's entertainment through to family thrill rides and overnight stays.
Amusement park · 1950
Theme park
The main theme park contains themed areas and a mixture of children's rides, family attractions and thrill rides. Areas identified in reference material include Adventure Cove, Vikings, Frontier Falls, Main Park and Thomas Land. The offering is intended to support day visits across multiple age groups, from young children to families seeking larger rides.
Family themed area
Thomas Land
Thomas Land is a family area themed around Thomas & Friends. It provides younger visitors with branded rides, theming and entertainment and has played an important role in the park's family positioning. The area also supports the resort's accommodation proposition through Thomas & Friends themed hotel bedrooms.
Zoo · 1954
Drayton Manor Zoo
The zoo occupies approximately 15 acres and houses more than 100 animals from around the world. Species mentioned in reference material include red pandas, Eurasian lynx, monkeys and gibbons. The zoo continues the mixed amusement-and-animal attraction model established in the 1950s.
Themed area and rides · 2022
Vikings
Vikings is a Nordic Viking-themed area introduced in 2022. It contains three new rides and a rethemed Buffalo roller coaster. The development represented a significant post-acquisition investment and added a more immersive themed environment to the park's portfolio.
Family thrill coaster · 2024
Gold Rush
Gold Rush is an Intamin family thrill lift-and-launch coaster. Announced in 2023, it opened on 26 July 2024 and forms part of the resort's continuing investment in attractions that appeal to families as well as older children and thrill-seeking visitors.
Hotel accommodation
Drayton Manor Hotel
The four-star Drayton Manor Hotel is designed primarily for visitors to the theme park. Reference material describes 150 guest rooms, including 15 Thomas & Friends themed bedrooms. The hotel enables the resort to serve overnight and multi-day family visits rather than only single-day admissions.
Outdoor accommodation
Camping and glamping
The resort site includes a Camping and Caravanning Club location with 90 pitches, glamping tents available through Ready Camp and a children's playground. This broadens the accommodation range beyond the hotel and supports longer family stays.
Seasonal event
Halloween events
Seasonal Halloween programming includes Pumpkin Smash Bash, a daytime family event with themed decorations, characters, games and activities, and The Haunted Manor, an evening event aimed at older visitors with scare attractions, night rides, live entertainment and fireworks. The evening event was previously named Night at the Manor.
Controversies
2021
Drayton Manor Park Ltd fined £1 million over safety failures
Stafford Crown Court fined Drayton Manor Park Ltd £1 million after the company admitted breaching Section 3 of the Health and Safety at Work Act following the death of 11-year-old Evha Jannath on the Splash Canyon ride. The fine was not expected to be paid because the company was in administration.
2017
Fatal Splash Canyon Rapids incident
An 11-year-old girl fell into the water while riding Splash Canyon Rapids on 9 May 2017 and died from drowning after being taken to Birmingham Children's Hospital. The park closed temporarily and the ride remained closed until summer 2021.
Marketing campaigns
- 2022Vikings area launch
United Kingdom
The resort introduced a new Viking-themed land with three new rides and a rethemed Buffalo coaster as part of its post-acquisition attraction development.
Outcome. The area opened officially on 28 May 2022 and became part of the resort's active themed-area portfolio.
- 2022Drayton Manor Resort rebrand
United Kingdom
The business introduced the Drayton Manor Resort name and new branding, emphasizing the combined theme park, zoo and accommodation proposition.
Outcome. The attraction continued operating under the resort identity.
- 2021Invading 2022
United Kingdom
A Nordic Viking-style teaser campaign announced that a major new development was coming to the park in 2022. The messaging built anticipation for the later Vikings themed area.
Outcome. The campaign preceded the soft opening and official launch of the Vikings area in May 2022.
- Halloween at Drayton
United Kingdom
The resort's seasonal Halloween programme uses separate daytime and evening formats to target younger families and older visitors. Activities include themed characters, games, scare attractions, night rides, live entertainment and fireworks.
Outcome. The events form part of the resort's recurring seasonal calendar.
Brand decisions
2024
Open Gold RushProduct launchBackground
Gold Rush had been announced in 2023 as a new family thrill attraction.
Action taken
The resort opened Gold Rush to visitors on 26 July 2024.
Aftermath
The coaster became part of the resort's current ride portfolio.
2023
Announce Gold RushProduct launchBackground
The resort sought to continue investing in rides appealing to families and older children after the Vikings development.
Action taken
It announced an Intamin family thrill lift-and-launch coaster named Gold Rush.
Aftermath
Gold Rush opened on 26 July 2024.
2022
Adopt the Drayton Manor Resort identityStrategyBackground
The attraction had expanded beyond rides to include a zoo, hotel, camping and seasonal events.
Action taken
The business changed its name to Drayton Manor Resort and introduced new branding.
Aftermath
The new identity positioned the site as a broader family destination and overnight resort.
2022
Open the Vikings themed areaProduct launchBackground
The resort teased a major Viking-themed development at the end of 2021 as part of its attraction refresh.
Action taken
The area opened officially on 28 May 2022 with three new rides and a rethemed Buffalo roller coaster.
Aftermath
Vikings became one of the resort's active themed areas.
2020
Sell the park to Looping GroupM&ABackground
The park entered administration in August 2020 after suffering disruption from flooding and wider operating pressures.
Action taken
Looping Group acquired the attraction on 3 August 2020.
Aftermath
The resort continued under Looping Group ownership and subsequently pursued new investment, branding and attraction development.
Recent events
- Unconfirmed
Reported
Drayton Manor operators fined after fatal water-ride incident[3]
The operators of Drayton Manor theme park were fined £1 million after safety failings that led to the death of an 11-year-old girl on its water rapids ride.
Reported
Drayton Manor Park Ltd fined £1 million over safety failures[2]
Stafford Crown Court fined Drayton Manor Park Ltd £1 million after the company admitted breaching Section 3 of the Health and Safety at Work Act following the death of 11-year-old Evha Jannath on the Splash Canyon ride. The fine was not expected to be paid because the company was in administration.
Sources3 sources
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