Drayton Manor Pioneers Neuro-Inclusion Research in Theme Park Industry
Drayton Manor Resort in the Midlands has launched a groundbreaking, world-first research project focused on neuro-inclusion within theme parks. This ambitious four-year initiative aims to transform the leisure industry by shifting focus beyond physical mobility to better understand and accommodate neurodivergent guests and employees.
Partnership and Research Focus
The attraction is collaborating with the University of Birmingham and international guest experience design agency Katapult on this comprehensive study. Researchers estimate that approximately twenty percent of the population is neurodivergent, encompassing conditions such as autism, ADHD, dyspraxia, and sensory processing differences.
The project will investigate how theme parks can be redesigned for enhanced inclusivity, with the goal of developing a new attraction blueprint for the entire industry. University of Birmingham PhD student Hayley Green, who identifies as neurodivergent herself, will lead the research alongside Dr Cathy Manning, Professors Sophie Hadfield-Hill and Peter Kraftl, and experts from Katapult.
Industry Context and Recent Changes
This research launch coincides with significant changes at Merlin Entertainments, which operates major UK attractions including Alton Towers, Legoland Windsor, and Thorpe Park. Merlin recently announced it would be trialling modifications to its Ride Access Pass system during the February half-term period.
The RAP system traditionally provided guests with disabilities or medical conditions that make standing in queues difficult with a queuing adjustment, allowing them to join virtual queues instead of physical lines. The pass was free and could significantly reduce waiting times for the holder and up to three companions.
Accessibility Policy Shifts
However, Nimbus Disability—the Access Card provider used across the UK for individuals with disabilities to communicate their needs—has recently updated its policies. These changes mean that guests with conditions including ADHD and autism may no longer qualify for the RAP at Merlin attractions, potentially requiring them to wait in standard queues.
Previously, Nimbus used a Standing and Queuing symbol accepted by Merlin for the RAP, which accommodated neurodivergent individuals. The new system introduces separate symbols: Difficulty Standing for mobility impairments and Difficulty with Crowds for neurodivergence, anxiety, or other non-physical conditions.
Current Trial and Alternative Support
During the February half-term trial, Merlin is only accepting Nimbus symbols for Difficulty Standing, Level Access, and Urgent Toilet Needs. This adjustment excludes many individuals with hidden disabilities from the RAP system. Alton Towers has acknowledged on its website that crowds can be challenging for some guests and has outlined alternative support measures.
These include pre-arrival resources such as ride evacuation videos, flashcards, communication cards, and sensory guidance. The park will also provide essential companion tickets, sensory rooms, and quiet spaces for guests needing calm environments. After the trial period, Merlin plans to review both the new digital RAP app and the operational impact of the refined eligibility criteria.
Industry Commitment and Future Directions
Rob Smith, Chief Operating Officer at Merlin Entertainments, emphasized the company's commitment to creating inclusive experiences. He noted that increasing demand had led to longer queue times for RAP users, prompting the system review. Smith stated that Merlin is listening to feedback and will keep the approach under review ahead of main season openings in March.
Meanwhile, Ollie Carr, Deputy General Manager at Drayton Manor Resort, expressed pride in the new research partnership. 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, Carr said. We're proud to be partnering with the University of Birmingham and Katapult to both understand and implement this ground-breaking study.
This research initiative represents a significant step toward greater inclusivity in the leisure industry, potentially setting new standards for how theme parks accommodate neurodivergent visitors and staff worldwide.
