Drayton Manor has launched a world-first research project on neuro-inclusion in theme parks.
The Midlands-based attraction is partnering with the University of Birmingham and international guest experience design agency, Katapult.
The four-year project hopes to look into the experience of neurodivergent guests and employees in the leisure industry, with much of the focus previously being on physical mobility.
It is estimated around 20 per cent of the population is neurodivergent – which includes autism, ADHD, dyspraxia, and sensory processing difference.
The research will investigate how theme parks can be designed for better inclusivity and provide a ‘new attraction blueprint for the industry’.
University of Birmingham PhD student, Hayley Green, who is neurodivergent herself, will lead the project with Dr Cathy Manning, and Professors Sophie Hadfield-Hill and Peter Kraftl, alongside Katapult.
Ollie Carr, deputy general manager at Drayton Manor Resort, said, ‘We’re delighted to continue our learning of how we can make the best days out for our guests, including those from the neurodivergent community.
‘We’re proud to be partnering with the University of Birmingham and Katapult to both understand and implement this ground-breaking study.’
Drayton Manor has launched a world-first research project on neuro-inclusion in theme parks
The Midlands-based attraction is partnering with the University of Birminghamand international guest experience design agency, Katapult
The four-year project hopes to look into the experience of neurodivergent guests and employees in the leisure industry, with much of the focus previously being on physical mobility
The project comes just days after Merlin Entertainments, which runs some of the UK’s most popular attractions including Alton Towers, Legoland Windsor and Thorpe Park, announced it would be trialling changes to its Ride Access Pass system.
The pass provides guests who might find it difficult to stand in lines for rides ‘due to a disability or medical condition’ with a ‘queuing adjustment’ at all the UK theme parks owned by Merlin.
It allows them to join virtual queues instead of the busy lines.
It is free of charge and can decrease the waiting time significantly for the pass holder and up to three additional members of their party.
However, Nimbus, the Access Card provider used across the UK for those with disabilities to communicate their needs, has recently changed its policies.
The change means those with disabilities including ADHD and autism may no longer be eligible for the RAP pass at any Merlin attractions, leaving them to stand in busy queues with other parkgoers instead.
Previously, a Standing and Queuing symbol was used by Nimbus and accepted by Merlin for the RAP pass, allowing those who are neurodivergent, for example, to access the adjusted queueing system.
This has now changed to separate symbols including ‘Difficulty Standing’ which, according to Nimbus, ‘is allocated to applicants whose mobility impairment makes standing for prolonged periods difficult or impossible’.
The project comes just days after Merlin Entertainments, which runs some of the UK’s most popular attractions including Alton Towers, Legoland Windsor and Thorpe Park, announced it would be trialling changes to its Ride Access Pass system
Meanwhile, the ‘Difficulty with Crowds’ symbol has been ‘allocated to applicants who have difficulty being in crowded situations or queues, often due to neurodivergence, anxiety, or other non-physical conditions’.
Over the February half-term, Merlin is trialling a system in which it only accepts Nimbus symbols including ‘Difficulty Standing’, ‘Level Access’ and ‘Urgent Toilet Needs’.
This shift cuts out many who might find standing in busy queues for rides difficult from the RAP pass system – including those with hidden disabilities, such as ADHD and anxiety.
Alton Towers outlines the changes on its websites and explains the park is ‘committed to making a positive impact where we can’, acknowledging that ‘crowds can be challenging for some guests’.
It adds, ‘We will provide alternative adjustments designed to ensure comfort, dignity, and an enjoyable experience for all.’
The changes also mean those who hold an existing valid RAP may not be able to utilise it if they no longer have the required symbol on their Access Card.
After the February half-term ends, Alton Towers says it will ‘review both how the new RAP app is operating and the operational and guest impact of the refined eligibility criterion trialled during this period.’
The website adds: ‘This will be considered alongside feedback from guests, to inform the approach we take ahead of our main season openings in March.’
Over the February half-term, Merlin is trialling a system in which it only accepts Nimbus symbols including ‘Difficulty Standing’, ‘Level Access’ and ‘Urgent Toilet Needs’
Alton Towers has also outlined the support it will be offering for those who are not eligible for the Ride Access Pass, during the trial period.
‘Pre-arrival information’ will be provided, including ‘Resources such as ride evacuation videos, flashcards, communication cards, and sensory guidance to help you plan’.
An ‘essential companion ticket’ will also be available for parkgoers who need assistance.
There will also be ‘designated areas for guests who need a calm environment’ in the form of ‘sensory rooms’ and ‘quiet spaces’.
Rob Smith, chief operating officer at Merlin Entertainments, told the Daily Mail: ‘At Merlin, we are deeply committed to creating inclusive experiences and ensuring all guests feel supported when visiting our attractions.
‘This is an ongoing journey, and we continue to listen, learn and adapt by working closely with our guests and trusted accessibility experts to better understand individual needs and put the right support in place.
‘Our guests with additional accessibility needs have increasingly told us that the Ride Access Pass simply isn’t working for them, particularly as demand has grown and queue times for these guests have increased.
Alton Towers has also outlined the support it will be offering for those who are not eligible for the Ride Access Pass, during the trial period
‘We have listened to this feedback and have been looking at how we can improve the system and find a solution that is in the best interests of all guests.
‘That’s why we are making some positive changes including a new digital app and a transparent availability calendar to improve clarity and help families plan with confidence.
‘We are also trialling a refined eligibility criterion during the brief opening period of February half‑term; however, we recognise this has raised concerns for some guests.
‘Our commitment to supporting neurodiverse guests and those with mental health needs remains. We are listening carefully to this feedback and are committed to keeping this approach under review ahead of our main season openings in March.’
