Drusillas Park

Name

Drusillas Park

Legal name

Drusillas Zoo Park Ltd

Website

https://drusillas.co.uk

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Zoo and Family Amusement Park

NAICS

Amusement and Theme Parks (71311), Zoos and Botanical Gardens (712130), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Amusement Parks & Theme Parks (THAAAAAA)

akta.pro secondary industries

Adventure Parks & Aerial Courses (Zipline, Ropes, Canopy) (THAAAAAC), Aquatic Playgrounds & Splash Pads (Spray Parks, Kids’ Water Play) (THAAABAE)

Keywords

• Zoo park attraction
• Family day out
• Animal encounters
• Soft play centre
• Children's amusement park

Headquarters

HQ city

Alfriston

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Day Tickets: One-time admission tickets with 20% discount for advance online booking vs gate price. Children under 2 free. Dynamic pricing varies by season.
2. Annual Membership: Recurring membership providing 362 days/year access. Digital-only via app. Benefits include discounted experiences. Membership reversal offer refunds entrance ticket against membership purchase within 14 days.
3. Animal Experiences: Paid experiences including Keeper for the Day (minimum age 6), Animal Close Encounters (minimum age 5), Spider Phobia Course, and feeding experiences. 25% discount available for annual members.
4. Adopt an Animal: Animal adoption programs allowing visitors to support specific animals with symbolic adoption packages
5. Gift Vouchers: Pre-purchased vouchers for experiences, day tickets, and memberships available via online shop
6. Food & Beverage: On-site catering including Explorer's Café, Oasis Café, Amazon Adventure Café, Doughnut Factory, and Candyland. Starbucks coffee served at multiple locations.
7. Retail & Shops: On-site gift shops and online shop offering souvenirs and themed merchandise
8. Birthday Parties: Hosted birthday party packages including party rooms, entertainment, and animal experiences

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Drusillas Park operates a zoo and family amusement park in Alfriston, East Sussex, featuring exotic animal exhibits with walk-through enclosures, alongside play areas (Go Wild!, Go Bananas!, SPARK immersive experience), water play, themed rides, animal encounters, and educational programmes. The business also operates Amazon Adventure soft play centre in Tunbridge Wells and Urban Jump trampoline park in Heathfield, generating revenue through admission tickets, annual memberships, paid animal experiences, food and beverage, retail, and birthday parties.

Product overview

Drusillas Park is a zoo and family amusement park located in Alfriston, East Sussex, operating as a single unified attraction portfolio that combines a traditional zoo with extensive play areas, rides, and animal experience offerings. The core offering is the Drusillas Zoo Park itself (featuring exotic animals, conservation programmes, and education), supplemented by multiple experience modules including immersive attractions (SPARK), outdoor adventure play areas (Go Wild!, Go Bananas!, Mungo's Adventure Maze), water play (Get Wet! splash pad), themed rides (Rainforest Carousel, Safari Express Train, Flying Cheetahs, Jungle Jeeps, Hippopotobus, Toucan Twister, Amazon Skyrise, Junior Jeep, Rainforest Adventure), arcade gaming (House of Fun), and Jurassic-themed experiences (Jurassic Jungle). The company has expanded beyond its original site through acquisitions including Amazon Adventure soft play centre in Tunbridge Wells (2024) and Urban Jump trampoline park in Heathfield (2025). Additional revenue streams include animal experiences (Keeper for the Day, Close Encounters), animal adoption programmes, annual memberships, birthday party packages, and educational programmes.

Differentiator

Problem solved

Functional benefit

Brands

• SPARK: UK's largest immersive play experience using the latest technology where reality and technology collide in an explosion of colour and light
• Go Wild!
• Go Bananas!
• Get Wet!
• Amazon Adventure
• Jurassic Jungle
• Mungo's Adventure Maze
• House of Fun
• Urban Jump

Products and services

• Drusillas Park Zoo and Amusement Park Main zoo and family amusement park in Alfriston, East Sussex, featuring exotic animals with conservation and education focus, walk-through enclosures, play areas, themed rides, and immersive experiences for families with children.
• Amazon Adventure (Tunbridge Wells) Jungle-themed indoor soft play centre in Tunbridge Wells offering an all-weather family play venue with dedicated café and party services.
• Urban Jump (Heathfield) Trampoline park in Heathfield offering indoor active play and jumping experiences for families and children.
• Keeper for the Day Paid VIP animal experience allowing participants to work alongside zookeepers for a day, minimum age 6, offered at the main Drusillas Park.
• Close Encounters (Animal Experiences) Paid up-close animal experiences across multiple species, minimum age 5, offered as add-on paid activities at the park.
• Spider Phobia Course Paid structured course designed to help visitors overcome fear of spiders, delivered at the main Drusillas Park.
• Adopt an Animal Symbolic adoption programme enabling supporters to fund the care of named animals with associated adopter benefits and recognition.
• Annual Membership Annual subscription pass to Drusillas Park with multiple tiers (Standard, Gold, Childminder, Disabled & Carer), offering 362 days/year access and discounts on paid experiences.
• Birthday Parties Hosted birthday party packages including party rooms, entertainment, and optional animal experiences for children.
• Education Programmes School trip and curriculum-aligned educational programmes including conservation education and SEND-specific sessions for school and group bookings.
• Gift Vouchers Pre-purchased gift vouchers usable against day tickets, memberships, and animal experiences, sold through the online shop.
• SPARK Immersive Experience Optional paid immersive sensory play experience billed as the UK's largest, requiring a separate ticket in addition to general admission, with weather and seasonal availability.
• Dreamnight at Drusillas Annual after-hours event offering children with life-limiting conditions and their families private access to the zoo.

Quantifiable outcome

• Open 362 days per year
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and supporting.

• StarbuckscoreGTM or Marketing Partner · 1 January 2025Starbucks coffee served at both Explorer's Café and Amazon Adventure Café locations within Drusillas Park properties. Provides branded coffee and beverage offerings as part of food & beverage service.
• Urban JumpcoreStrategic or Co-development Partner · 1 January 2025Acquired trampoline park in Heathfield. Smith Family acquiring nearly 10-year-old business. Venue to be rebranded in jungle theme matching Drusillas aesthetic. Reopening planned July 2025 after one-month transformation.
• BIAZAcoreOthersBritish and Irish Association of Zoos and Aquariums membership. Indicates compliance with zoo accreditation standards and participation in conservation breeding programs.
• EAZAcoreOthersEuropean Association of Zoos and Aquaria membership. Indicates participation in European zoo conservation and breeding programmes.
• BALPPAsupportingOthersBritish Association of Leisure Parks, Piers and Attractions membership. Industry body for amusement parks and attractions sector.
• WOLO FoundationsupportingStrategic or Co-development PartnerCharity partnership for 2021. Fundraising activities including Giraffe Naming Fundraiser and Monster Dash virtual fun run. Supports endangered species conservation work.
• DemelzasupportingStrategic or Co-development PartnerChildren's hospice charity partnership. Raised £1000 for Demelza through various fundraising initiatives.
• Winston's WishsupportingStrategic or Co-development PartnerCharity of the Year partnership. Support for bereaved children and families.
• RockinghorsesupportingStrategic or Co-development PartnerChildren's charity partnership. Raised funds and awareness for sick children.
• Children with Cancer FundsupportingStrategic or Co-development PartnerCharity of the Year partnership. Fundraising for children's cancer charities.
• Tesco ClubcardsupportingChannel Partner/ Reseller/ DistributorTesco Clubcard Partner Codes allow redemption of Clubcard points for Drusillas entry tickets. Valid only at full gate price, not with advance online discounts.
• Changing PlacessupportingStrategic or Co-development PartnerAccessibility initiative providing enhanced facilities for visitors with profound learning disabilities. Special SEND-only sessions offered at SPARK attraction.
• Fundraising RegulatorsupportingOthersRegistered with Fundraising Regulator, demonstrating commitment to fundraising best practices and transparency.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Marwell Zoo: Charity-operated zoo in Hampshire with conservation focus, animal encounters, play areas, and family events. Comparable as a regional UK zoo with educational positioning and premium experiential add-ons.
• Folly Farm: Welsh zoo combined with vintage funfair, indoor and outdoor play, and farm experience. Closest peer in scale and concept — small zoo with extensive added rides and play areas for families.
• Flamingo Land: Yorkshire-based theme park with attached zoo, family rides, and holiday village. Similar hybrid model of zoo + theme park + family hospitality targeting UK regional family market.
• West Midland Safari Park: UK family attraction combining drive-through safari, walk-through animal exhibits, theme park rides, and seasonal events. Directly comparable as a zoo + amusement park combination targeting families in regional UK catchments.
• Woburn Safari Park: Bedfordshire safari park with walk-through animal enclosures, leisure activities, and family events. Directly comparable as a regional UK zoo + family attractions operator in the BIAZA network.

Emerging players

• Birmingham Wildlife Conservation Park: Smaller BIAZA-affiliated urban zoo with conservation focus. Comparable at the zoo-only end of the spectrum — useful reference point for the animal-experience portion of Drusillas' offering.

Broad incumbents

• Chessington World of Adventures: UK Merlin-operated resort combining a zoo (Wanyama Village, Sea Life, Children's Zoo) with rides and family attractions. Most direct analogue to Drusillas' zoo-plus-attraction hybrid model, though at significantly larger scale.
• Drayton Manor Resort: Staffordshire theme park with zoo and Thomas Land area, plus on-site hotel. Comparable family theme park + zoo concept in UK regional market, though with stronger ride focus than Drusillas.
• Longleat: Wiltshire safari park, mansion, and family attraction with extensive animal encounters and adventure playgrounds. Comparable as a major UK regional zoo/safari + family entertainment destination.

Others

• Amazonia (Mother Shipton's / various UK soft play chains): Drusillas' own Amazon Adventure soft play brand; listed as ecosystem reference. Broader soft-play competitors include brands such as KidZania and national soft-play chains competing for Drusillas' indoor-play visits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/DrusillasZooPark
• Facebookfacebook.com/drusillaspark
• Instagraminstagram.com/drusillaspark

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Drusillas Park