One of Norfolk's biggest holiday companies has revealed a multi-million pound overhaul of its facilities in a bid to secure its future as a destination for young families.
Richardsons, a family business which has been operating for 80 years, has added a slate of new attractions to its Hemsby site, including a bowling alley, high ropes course and pirate-themed water games.
And the entertainment centre is open to all visitors - people do not have to be staying onsite to enjoy the new attraction.
The moves are aimed at clawing back customers who flocked to UK resorts during and after lockdown but have since returned to the annual summer trip to the Med and beyond.
Chief executive Greg Munford, who masterminded the updates, said he believes they will help secure the business' future by making the park more appealing to young families.
He said: “At the moment it is the older generations choosing where the family holiday, which is a strong market for us because they have years of memories here.
“Nowadays you do have to try harder to appeal to young people because you're competing with screens, and that's why you need to offer exciting and interactive experiences that they really want to engage with.
“Once upon a time your entertainment here looked like talent shows and the like, but now we're moving away from that and looking for things that everyone can participate in.”
Despite investing more than £2m on improvements across its two sites, Mr Munford said the company didn't expect to see any meaningful return for a couple of years.
He said: “It's not as simple as adding these new things and bookings shoot up.
“What we're hoping is that people will come this year, have a brilliant time, and then go home and tell their friends, who will then book in the future.
“Research has shown online review scores are a huge factor for people in choosing where to book, and so that's a key focus for us.
“The more value we can offer our guests, the more they'll shout about us. That's why guest experience has been our number one priority from the get-go of this project.”
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