A successful British festive entertainment venture, LaplandUK, has unveiled plans to establish a second site in Cheshire by Christmas 2025, marking its first significant expansion since its inception in 2007.
The family-owned enterprise, which currently attracts 170,000 visitors annually to its Berkshire location, aims to double its operational capacity through this strategic expansion. The immersive Christmas experience, renowned for its meticulous attention to detail, including 16 tonnes of artificial snow, employs more than 1,000 cast and crew members during its six-week seasonal run.
Co-founders Mike and Alison Battle have maintained complete control of the business, rejecting numerous buyout offers from major American entertainment corporations. Their commitment to creative integrity has paid off, with the company reporting impressive financial results for the year ending February 2023, achieving a turnover of £22.7 million and pre-tax profits of £3.3 million.
The premium-priced experience, starting at £59 per person, has demonstrated robust demand with tickets consistently selling out within minutes. This year alone, 346,000 potential customers attempted to secure bookings, significantly exceeding available capacity.
The company’s journey hasn’t been without challenges. After a promising start, the business faced difficulties from poor-quality imitators and briefly entered administration in 2009. However, the Battles’ determination and focus on quality enabled a remarkable turnaround.
LaplandUK’s success lies in its distinctive offering, featuring elaborate sets, meticulously trained performers, and personalised experiences. The attraction requires 50 days to construct and 30 days to dismantle annually, reflecting the scale and complexity of the operation.
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