Discover how Mellors Group has developed the most fun turnkey solution for sensation seeking individuals and families
Starting off with a single fairground ride in the 1970s, Mellors Group (Mellors) has grown into one of the leisure industry’s most diverse and far-reaching operations. Today, Mellors runs major attractions across six countries, entertaining millions of visitors each year through a portfolio that spans theme parks, family entertainment centres, themed events and everything in between. James Mellors, Director, shares insight into where it all began.
“Our family business started out in the fairground industry when my father bought his first ride in the early 1970s, and it expanded from there. When my brother and I finished school, we went into the fairground sector but quickly realised we could only grow so far, as it was a very difficult industry with a low ceiling. Thus, we explored different business models and moved away from travelling fairgrounds to focus on operating more static permanent rides as well as themed events,” he begins.
“From there, we grew significantly, and around 2011, we sold off many of the rides and decided the only way to take things to the next level was to target London. For the 2012 Summer Olympics, we delivered rides and attractions for Live Nation at the Olympic sites. We also started working at Hyde Park Winter Wonderland and then with the Queen Elizabeth Olympic Park for several years after that. In 2013, we won a contract in Dubai to provide and operate a turnkey theme park solution at Global Village, which ran for four years. We kept growing throughout that period, working across many different areas at once. In 2019, we entered Saudi Arabia as part of the Vision 2030 programme, and in 2021 we moved into Qatar and Kuwait simultaneously. When we first entered the Dubai market back in 1998 as part of our fairground operations, we only ran two rides. Today, we operate around 200.”
The scale of that growth is reflected in how broad Mellors’ offering has become. Beyond specialising in operations and maintenance for all types of amusements, the group now operates family entertainment centres. These are more fixed environments built around competitive socialising rather than large-scale thrill rides. In Saudi Arabia and Qatar, Mellors handles the operations and maintenance of rides, while in Kuwait it provides full turnkey solutions. Back in the UK, the group owns and operates two amusement parks, managing everything from ticket sales and ride maintenance to food and beverage, amusement arcades and temporary pop-up events such as Winter Wonderlands, where it oversees the entire operation from beginning to end. Among its most iconic venues is Fantasy Island in Ingoldmells, where Mellors has been focusing more on staycations through investments in lodges and on-site accommodation.
The most recent addition to that portfolio is Lightwater Valley Family Adventure Park (Lightwater Valley) in North Yorkshire, acquired by Mellors as a natural fit alongside its existing theme parks. James explains why the opportunity appealed to the group as well as its plans for the park. “Lightwater Valley had been on a downward trajectory, largely because the previous owners were reluctant to invest in bigger rides due to the risks involved. But a lot of risk mitigation comes down to operations and maintenance, and as a senior leadership team, we understand the intricacies of ride maintenance. Indeed, we grew up working on rides, so it is not something we are afraid of.
“Our plan is to restore the theme park to its former glory by bringing back bigger rides and making it a destination that people are willing to travel to time and again. It has always been fondly held in the hearts of people across the northeast, and it was very much their go-to park before the rides were gradually taken out over the last decade. This year we have already installed one ride, and we have equipment out in West Asia that we can bring back and install at Lightwater Valley. With the amount of assets we have at our disposal, we are confident Lightwater Valley will complement the rest of the business very well,” he continues.
Year-round entertainment
Across a breadth of geographies and formats, Mellors manages risk to maintain a stable and reliable income throughout the year. “We have always emphasised not putting all our eggs in one basket, and that approach has proven its worth on several occasions. When the UK economy goes down, West Asia can remain strong, and vice versa. That is partly why we are now looking at the US as well. While still important to us, West Asia is less certain than it once was. Dubai has grown significantly over the 20-odd years we have been there, and the city now has its own large-scale attractions such as Dubai Parks and Resorts. We have always tried to stay within the leisure industry while actively seeking alternative options and new markets,” James states.
Mellors’ UK theme parks operate mainly from March through to October, while its businesses across West Asia run from October through to April, effectively covering the winter season. Winter Wonderlands then come into effect in November and December, bridging the gap further. “While our family entertainment centres add another dimension to that, as they operate all year round, they still have their peaks and quieter periods,” he concludes. “We have always tried to maintain a model where something is operating in summer and something in winter, which keeps the cash flow turning throughout the year.”