Blackpool’s Pleasure Beach Resort has announced a brand-new ticket type designed to offer guests greater choice and flexibility, marking a significant shift in how visitors can experience the park.
The new Flex Pass invites guests to enjoy "your day your way", allowing entry to the park without the commitment of a full-priced ride wristband. Instead, visitors can "top up" their pass by purchasing tickets for individual rides as they go.
What’s included in the Flex Pass?
Costing £18 (which is cheaper than the park's previous Non-Rider Pass) the Flex Pass provides:
- Park Entry: Access to the unique atmosphere and live entertainment of the resort.
- Pleasure Beach Express: A ride on the park’s historic miniature railway.
- Hot Ice Show: Between 9th July and 10th September, the pass includes free entry to the world-famous ice show, which celebrates its 90th year this summer.
How it Works
Once inside the park, guests have the freedom to pick and choose specific attractions. Individual ride tickets can be purchased via the Pleasure Beach app or by scanning QR codes at the ride entrances.
Prices for individual rides will vary depending on the specific attraction and the day of the week, with prices starting from £7.
A "Guest-First" Approach
The move makes Pleasure Beach the only major theme park in the UK to offer a pay-as-you-ride option. While this model is common at smaller amusement parks like Fantasy Island, industry giants such as Alton Towers and Thorpe Park strictly maintain a "pay one price" entry model.
Amanda Thompson OBE, CEO of Pleasure Beach Resort, commented:
"This year we’ve placed a real focus on identifying new ways to make Pleasure Beach Resort more accessible and enjoyable for all of our guests. The Flex Pass is a fantastic option for those who want to experience a more relaxed and flexible day out, whether that’s families with younger children, multi-generational groups, or visitors who would prefer to sample one or two rides. This new approach puts the choice firmly in the hands of our guests, allowing them to enjoy their day, their way."
A Season of Change
The Flex Pass was one of a slew of new ticket options introduced at Pleasure Beach’s Season Launch, which also saw the arrival of a new Annual Pass and free entry for children under 2 years old.
Flex Passes will no doubt appeal to those guests wanting to experience the park’s brand-new £8.72M ride, Aviktas, which is due to open this May, without needing to purchase a full-day ride wristband.
The Flex Pass can be purchased online at the official Pleasure Beach Resort website.
