Blackpool Pleasure Beach introduces pay-per-ride Flex Pass
Blackpool Pleasure Beach Resort is bringing back a concept many theme park fans haven’t seen at a major park in years: pay-per-ride access.
The newly announced Flex Pass gives guests a more flexible, à la carte way to experience the park. It’s a notable shift from the industry’s dominant “pay one price” model. And for some theme park fans it feels like traveling back in time.
What the Flex Pass includes
- £18 entry ticket
- Admission into the park
- Includes unlimited access to the following attractions only: Pleasure Beach Express, Chinese Puzzle Maze, Bradley & Bella’s Learning Garden
- Access to select in-park entertainment and atmosphere
- Seasonal bonus: Free entry to the Hot Ice Show (July 9–September 10, celebrating its 90th year)
Photo from Blackpool Pleasure Beach
How pay-per-ride works
Instead of committing to an all-day unlimited ride wristband, guests can:
- Purchase individual ride credits via the park app or QR codes at attractions
- Choose rides to build a personalized experience
A contrast to current industry trends
While this move feels like a throwback, it arrives at a time when major operators are experimenting with more granular ways to access experiences—just not full ride-by-ride pricing.
For example, Universal Epic Universe has been testing individual portal entry systems, fueling speculation about how guests might access its themed lands. However, current expectations are that admission will still require a full park ticket, rather than purchasing access to a single land or “portal.”
Similarly, both Universal Orlando Resort and Walt Disney World have introduced à la carte ride-skipping options:
- Individual Lightning Lane (Disney)
- Express Pass / Express Now (Universal)
These allow guests to pay per attraction for faster access, but not for entry itself—meaning the base model still requires a single ticket covering the entire park.
That’s what makes Blackpool’s approach notably different: it’s restructuring how guests access rides altogether.
Amanda Thompson OBE, CEO of Pleasure Beach Resort, said: “This year we’ve placed a real focus on identifying new ways to make Pleasure Beach Resort more accessible and enjoyable for all of our guests. The Flex Pass is a fantastic option for those who want to experience a more relaxed and flexible day out, whether that’s families with younger children, multi-generational groups, or visitors who would prefer to sample one or two rides.
“This new approach puts the choice firmly in the hands of our guests, allowing them to enjoy their day, their way.”
Not the first unconventional move
Blackpool Pleasure Beach has built a reputation for thinking differently. In recent years, the park has:
- Launched a junior board of directors, giving younger voices a role in shaping the future of the resort
- Even offered to pay guests to ride roller coasters as part of a publicity-driven recruitment campaign
Both initiatives reflect a willingness to experiment—making the Flex Pass feel like a natural extension of that strategy.
Photo from Blackpool Pleasure Beach
Timing with new attraction launch
The rollout also comes just ahead of the debut of Aviktas, a new £8.72 million ride opening in May. The Flex Pass could serve as a low-commitment entry point for guests who want to experience the new addition without purchasing a full ride package.
Geographic context
Blackpool Pleasure Beach is located in Blackpool, England, United Kingdom, along the country’s northwest coast.
- City: Blackpool
- Region: Lancashire, England
- Setting: Right on the Irish Sea coastline, along the famous Blackpool Promenade
As the industry experiments with new ways to price access, from portal concepts at Universal Epic Universe to add-on ride systems, Blackpool Pleasure Beach is taking a different path by rethinking the ticket itself.
Want to see something unique at Blackpool Pleasure Beach, check out this video below.
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