PrimEVIL has been named winner of the Experience of the Year award, sponsored by insight6, at the East of England Tourism Awards 2022-2023. 

Based in Lenwade, Norfolk, PrimEVIL is a scare experience with 100 scare actors working across its themed haunts.

The popular attraction was launched in 2009 by Martin Goymour, who owns and runs ROARR! Dinosaur Adventure with his son Adam Goymour. It celebrated its 13th year at ROARR! in 2022 and attracts over 20,000 visitors every year around Halloween.

Starting as a five-night event with only two haunts and 2,000 visitors, PrimEVIL now takes place over 13 nights and offers five terrifying haunts – with surprise rooms, obstacles, corridors, and non-stop twists, turns and jumps around every corner.

The haunts are upgraded every year to provide visitors with a new experience – and there is also a bar, entertainment and street food vendors.

The judges praised PrimEVIL for providing a memorable experience, saying they felt immersed even before entering the park.

They said all of the haunts offered different experiences to “touch the senses to an incredible level” and commended the “extremely attentive” staff who encouraged a high level of participation, as well as the “excellent” props, actors and special effects.

Overall, the judges found PrimEVIL to be very well organised, from the excellent choice of food from various vendors to the actual scare experiences.

“It is a real honour to win the award for Visitor Experience of the Year,” said Ben Francis, production director at PrimEVIL. “Credit to the entire team who make the event happen and have developed it over the past 13 years.

“We are proud that the contribution PrimEVIL makes to the local economy and tourism has been recognised.”

He added: “There is always room for growth, to take what we have learned and the feedback from our guests to make PrimEVIL 2023 bigger, better and to continue to scare everyone who is brave enough to visit.”

About the sponsor

Insight6 works across the UK in the tourism sector from hotels to attractions, to festivals and themed events, providing comprehensive insight which creates huge efficiencies in the research process.

It enables SMART decisions using real data and stories to shape and create fantastic experiences for customers and employees, building loyalty and engagement.

An amazing 73pc of companies with above-average customer experience perform better financially than their competitors. Insight6 programmes are designed to support successful outcomes and create a great company culture. 

 

The finalists

Silver - Talliston House & Gardens

Located in Great Dunmow, Essex, Talliston House & Gardens is a unique interior design and art installation within what was previously an ordinary three-bedroomed, semi-detached, ex-council house. It was described by The Times as “Britain’s most extraordinary home”.

The judges praised the tour guide at Talliston House & Gardens for making it a memorable experience.

They also noted how the attraction had brought art to the community, as well as an awareness of the hidden meaning behind the property. 

Bronze - Mersea Boating Lake

Mersea Boating Lake is a man-made, six-acre saltwater lake situated next to the sea on Mersea Island, Essex – offering water sports activities for all ages and abilities, as well as dog walks, nature walks, private beach parking and access. It also hosts a number of seasonal events throughout the year.

The judges said Mersea Boating Lake “harnessed the delights of outdoor watersports in a safe and thrilling setting”. 

They also commended the “levels of enthusiasm, energy and professionalism” among the staff, as well as the attraction’s “ability to be inclusive for people of all backgrounds”.