Cheryl took us through the 4 years of the park, starting out in 2009 with a newly acquired ‘tired farm attraction’ and a huge vision! A vision to reach 500,000 visitors in 5 years and to do this via constant innovation, non stop marketing, continuous staff investment as well as animal investment and a drive to grow the business profitably through a strong commercial focus. And it’s looking good, year one’s 66,000 visitors became an astonishing 203,000 in 2010 which was the ‘Year of the Lions!’

Visitor numbers continued to grow in 2011. Land of the Tiger was introduced and Wallaby Walkabouts with 3D animal interaction took attendance levels to 323,000. But then came 2012 and the worst weather for a long time; all visitor attractions suffered, attendance was plummeting but numbers at Yorkshire Wildlife Park grew to 360,000. This year’s target is 400,000 and it’s currently running at 25% above.

Cheryl summarised their recipe for success:

Strategy, Innovation, Partnership

Marketing and Commercial Focus

Everything they do has a twist, walk through animal enclosures, low glass windows, 1.2 million investment in a wet play area alongside animal play area etc

British threatened species and constant new animals

Investment in Disney training has been made for all staff, as staff training is critical to maximise the commercial opportunity

As Winners of ‘Most Visited Tourist Attraction’ on numerous occasions and countless other business awards, plus a following of 1.6 million on Facebook and an award winning comparethemeerkatbabies.com blog plus constant social media and ongoing PR, it is clear that this is a winning formula. And undoubtedly the ultimate goal of 750,000 visitors will be achieved! As Cheryl concluded…onwards and upwards!