Conkers Outdoors Attraction, Education, Corporate & Events Venue

What Conkers Outdoors Attraction, Education, Corporate & Events Venue does

Conkers is a UK regional visitor attraction located on a 120-acre site in the National Forest at Moira, near Ashby-de-la-Zouch in Derbyshire, operated by Planning Solutions Limited (PSL) under a long-term management contract on behalf of The National Forest Company. The attraction comprises two sites — the Discovery Centre (the main admission site) and the Waterside Centre (an events venue in Swadlincote) — and offers a mix of indoor and outdoor experiences including nature trails, the Enchanted Forest Adventure indoor play, over 80 interactive exhibits, a 4D cinema, a high ropes course (Vertigo Adventures), the Conkachoo train, and seasonal events such as Winter Wonderland, Fireworks Spectacular, and Halloween Light Walk. Education services (ranger-led sessions for EYFS through KS3, theme days, and Christmas school adventures) and corporate/private hospitality (team building, children's parties, private parties, catered venues) supplement the core consumer offering.

The business operates a direct-to-consumer model with ticketed day admissions at £9.00–£12.50 per person depending on season, a tiered annual membership programme (£30–£137.50) with auto-renewal, and ancillary paid activities such as Paint A Pot and Outdoor Pursuits. Revenue is diversified across day tickets, memberships, separately ticketed seasonal events, education group bookings, on-site catering and retail, and corporate hospitality. Distribution is primarily direct via the visitconkers.com website and on-site reception, augmented by partnerships with Tesco Clubcard (voucher redemption), Stay Play Explore (package holidays), and the UK Government's Great British Summer Savings initiative for summer 2026. The attraction carries GDPR/CCPA-compliant cookie consent and Gift Aid processing on behalf of The National Forest Company, and is supported by a network of corporate sponsors (Toyota, M&S, Next, KPMG, E.ON), local authorities, and charitable trusts (WREN, English Environment Fund, The Onyx Environmental Trust).

Name

Conkers Outdoors Attraction, Education, Corporate & Events Venue

Legal name

Planning Solutions Limited

Website

https://visitconkers.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Conkers is a 120-acre UK family visitor attraction in the National Forest offering outdoor activities, indoor play, 4D cinema, and seasonal events, operated by Planning Solutions Limited for The National Forest Company and serving families, schools, and corporate clients.

Ownership category

akta.pro rank

Product category

Outdoor Visitor Attraction and Family Entertainment Venue

NAICS

Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190)

SIC

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

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

Keywords

• Outdoor visitor attraction
• Family day out activities
• School trip programmes
• Corporate event hosting
• Forest leisure park

Headquarters

HQ city

Moira, Nr Ashby-de-la-Zouch

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Admission Tickets: Visitors purchase day admission tickets at gate or online, with pricing varying by season (Low, Mid, High) ranging from £9.00 to £12.50 per person. Gift Aid option available.
2. Annual Memberships: Annual membership passes providing unlimited daytime admission for one year. Memberships include various tiers: Adult (£38.50), Concession (£30.00), Child (£33.00), Small Family (3 people, £99.00), Family (4 people, £137.50). Auto-renewal option available.
3. Events and Special Ticketed Activities: Separate ticket sales for events including Winter Wonderland, Fireworks Spectacular, Halloween Light Walk, and Themed Weekends. Evening events and certain activities are separately ticketed.
4. Activity Bookings: Additional paid activities including Paint a Pot, High Ropes (Vertigo Adventures), Outdoor Pursuits, and 4D Cinema slots for education groups, with extra charges beyond base admission.
5. Catering and Retail: On-site food and beverage operations and retail offerings across catering spaces.
6. Stay Play Explore Partnership: Partnership offering packaged family holidays combining hotel accommodation with tickets to Conkers and other attractions.
7. Education Group Visits: School and group bookings with ranger-led activities, theme days, and Christmas adventures, priced per child with free accompanying adults.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Conkers operates a 120-acre outdoor and indoor visitor attraction within England's National Forest, selling day admission tickets, annual memberships, ranger-led education programmes and corporate/private hospitality at its Discovery Centre in Moira and Waterside Centre in Swadlincote. Core paid activities include a 4D cinema, Vertigo Adventures high ropes, Outdoor Pursuits, Paint A Pot and themed seasonal events such as Winter Wonderland, Fireworks Spectacular, Halloween Light Walk and the Enchanted Twilight Light Trail.

Product overview

Conkers is a visitor attraction and event venue operated by Planning Solutions Limited on behalf of The National Forest Company, featuring two main venues: the Discovery Centre (main 120-acre site with forest trails, play zones, and activities) and the Waterside Centre (event venue). The core experience comprises indoor and outdoor activity zones including The Great Outdoors, The Great Indoors, 4D Cinema, and Vertigo Adventures High Ropes. Additional paid activities include Outdoor Pursuits, Paint A Pot, and Pop-up Rink. The venue operates a tiered admission system with Low, Mid, and High seasons, supported by Annual Membership and Summer Ranger Pass subscriptions. Education services include ranger-led sessions for EYFS through KS3, Theme Days covering historical periods, and the Robins Christmas Adventure program. Seasonal events include Winter Wonderland, Halloween Light Walk, Fireworks Spectacular, and the Twilight Light Trail. Hospitality services encompass corporate events, team building, children's parties, private parties, and catered venues.

Differentiator

Problem solved

Functional benefit

Brands

• Vertigo Adventures: High ropes course operated by Conkers at the site
• Conkachoo Train
• 4D Cinema Experience

Products and services

• Conkers Discovery Centre Main visitor attraction venue offering day admission with activity trails, play zones, barefoot walk and the Conkachoo Train, serving families visiting the National Forest site.
• Conkers Waterside Centre Secondary venue in Swadlincote used to host seasonal events including Winter Wonderland, with dedicated catering spaces and 100 free parking spaces.
• 4D Cinema Experience Immersive 10-15 minute multi-sensory cinema show with effects including 3D glasses, air, water, flashing lights and smells, themed around forest adventure and targeted at families and education groups.
• Vertigo Adventures High Ropes High and low ropes course adventure activity offering aerial challenges and climbing experiences, available as an additional paid activity on top of standard admission.
• Outdoor Pursuits Paid adventure activity bundle including high ropes, zip wire and descender experiences, requiring additional booking and fees beyond standard admission.
• Paint A Pot Creative pottery-painting activity station where visitors can paint a ceramic piece, sold as an additional paid activity separate from standard admission.
• Conkers Pop-up Rink Seasonal pop-up ice/skating rink attraction available at the venue for limited periods as a separate ticketed experience.
• Annual Membership Annual subscription pass providing unlimited daytime admission for 12 months, with tiers priced from £17.50 (Carer) up to £137.50 (Family of 4), and member discounts on add-on activities and events.
• Summer Ranger Pass Seasonal subscription pass valid during the UK summer school holidays, offering unlimited entry plus free ranger-led activities and daily entertainment for children.
• Winter Wonderland Annual separately ticketed Christmas event at the Waterside Centre featuring light displays, Santa and Mrs Claus character appearances, themed activities and seasonal entertainment.
• Fireworks Spectacular Annual evening fireworks display event with separate ticketing, typically held in November with the site closing early on event days.
• Halloween Light Walk Separately ticketed family-friendly Halloween event featuring an illuminated light trail through the attraction grounds.
• Enchanted Twilight Light Trail Separately ticketed evening light trail experience featuring illuminated displays across the attraction grounds.
• Education Groups - Ranger Led Sessions Ranger-led educational visit programmes for UK schools (Early Years through KS3) covering nature, conservation and outdoor learning, priced per child with free accompanying adults.
• Theme Days - Conquering History Themed history workshops for KS2 school groups covering Vikings, Romans, Greeks, Egyptians and Stone Age periods through interactive ranger-led sessions.
• Robins Winter Warmer Christmas Adventure Separately ticketed school Christmas programme for ages 0-9 featuring Santa visit, themed activities and winter storytelling, priced at £12.95 per child.
• Corporate Events and Team Building Corporate hospitality offering team-building away days, off-site venue hire and private event booking for business clients.
• Children's Parties Hosted children's birthday party packages using Conkers' play zones, activities and catering facilities.
• Private Parties Private event hosting service for adult celebrations and gatherings at the Conkers venue.
• Catered Venues On-site food and beverage service including restaurants, snacks, ice cream and picnic areas for day visitors and event guests.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

22 partnerships are on record, tiered core and minor.

• The National Forest CompanycoreOthersCONKERS is owned and operated on behalf of The National Forest Company, a charitable organisation. The National Forest Company's mission drives the environmental and educational mission of the attraction. Gift Aid on admission tickets is collected on behalf of The National Forest Company.
• Stay Play ExploreminorGTM or Marketing PartnerStay Play Explore is a family holiday package programme partnered with Conkers to offer great value family breaks including tickets to Conkers and other attractions, with hotel accommodation options.
• Tesco ClubcardminorGTM or Marketing PartnerCONKERS is partnered with Tesco Clubcard, allowing Clubcard shoppers to redeem vouchers for pre-booked admission tickets.
• Planning Solutions LimitedcoreOthersCONKERS is managed by Planning Solutions Limited (PSL) under long-term contract. PSL traces its history back to the Rank Group and specialises in operational management of visitor attractions. PSL has made investments in Conkers and assumes operational risk.
• Kent LifeminorStrategic or Co-development PartnerPSL-managed attraction on behalf of Maidstone Borough Council — same management structure as Conkers.
• Vertigo AdventuresminorStrategic or Co-development PartnerHigh and Lo Ropes Course managed by PSL on behalf of Welwyn Garden City Council — sister attraction to Conkers.
• Springfield's Adventure LandminorStrategic or Co-development PartnerPSL-managed attraction on behalf of Springfields Outlet.
• Cotswold Country Park and BeachminorStrategic or Co-development PartnerPSL-managed attraction on behalf of The Cotswold Water Park Trust.
• Planning Solutions Consulting LtdminorStrategic or Co-development PartnerPSL's sister consultancy specialising in tourism, heritage, leisure and economic development. Prepares business plans including for National Lottery Heritage Fund projects, operational reviews, and destination management plans.
• English Environment FundminorOthersOne of many charitable trusts and corporate sponsors supporting CONKERS.
• Leicestershire County CouncilminorOthersLocal government sponsor of CONKERS.
• North West Leicestershire District CouncilminorOthersLocal government sponsor of CONKERS.
• Toyota Motor Manufacturing (UK) LtdminorOthersCorporate sponsor of CONKERS.
• Marks & Spencer plcminorOthersCorporate sponsor of CONKERS.
• Next plcminorOthersCorporate sponsor of CONKERS.
• KPMGminorOthersCorporate sponsor of CONKERS.
• E.ONminorOthersCorporate sponsor of CONKERS.
• Forestry CommissionminorOthersGovernment body sponsor of CONKERS.
• European UnionminorOthersHistorical institutional sponsor of CONKERS.
• Midlands Co-operative SocietyminorOthersCorporate sponsor of CONKERS.
• WRENminorOthersCharitable trust supporting CONKERS.
• The Onyx Environmental TrustminorOthersCharitable trust supporting CONKERS.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• West Midland Safari Park: Major UK family attraction combining safari experiences with theme park rides and events. Comparable in family ticketing, seasonal event programming, and educational offerings.
• Alton Towers Resort: Major UK theme park and family attraction destination. While larger and broader in scope (rides, hotels), it competes with Conkers for family day-out and discretionary leisure spend in the UK.
• Center Parcs UK: UK forest-based short-break resort with extensive family activities. Shares the National Forest-style natural setting appeal and competes for similar family holiday budgets.
• Drayton Manor Resort: Mid-sized UK theme park with family attractions and a zoo. Comparable as a family day-out destination that competes for similar school-holiday and seasonal attendance.

Regional players

• National Forest Adventure Farm: Family attraction located in the same National Forest geography. Closest direct geographic competitor and comparable in animal/nature-based activities and seasonal events.
• Twycross Zoo: Midlands-based family attraction with educational programs. Comparable regional catchment, education group focus, and family ticketing model.

Direct peers

• Go Ape: UK-wide outdoor adventure activity operator with high ropes, zip lines, and forest experiences. Directly comparable outdoor adventure and active family offerings targeting similar demographics.
• Kent Life: Heritage family attraction managed by Planning Solutions Limited on behalf of Maidstone Borough Council. Sister attraction within the same PSL operating portfolio, structurally comparable.
• Cotswold Country Park and Beach: UK outdoor leisure attraction managed by Planning Solutions Limited. Sister attraction in the PSL portfolio with a similar outdoor-activity, family-day-out operating model.
• Springfields Adventure Land: Family adventure attraction managed by Planning Solutions Limited. Sister attraction in the PSL portfolio with similar ticket/membership/event operating dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ConkersCentre
• Facebookfacebook.com/visitconkers
• LinkedInlinkedin.com/company/conkers-attraction

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Conkers Outdoors Attraction, Education, Corporate & Events Venue