Blackpool’s Pleasure Beach Resort in Lancashire is altering its ticketing approach with a new entry option to give non-riding guests greater control over their visit.
The newly announced ticket gives visitors a way to build a tailored schedule, shifting away from the standard admission structures typically seen at other major UK attractions.
The brand new Flex Pass allows guests to enter the park and construct their day as they go. Visitors can enter the resort and simply top up their pass with tickets for individual rides of their choosing.
Priced at £18, the Flex Pass represents a cost reduction compared to the resort’s previous Non-Rider Pass. The ticket includes park entry, a ride on the Pleasure Beach Express, and full access to all on-park areas. Visitors attending between July 9 and September 10 will also receive free entry to the Hot Ice Show, which is celebrating its 90th year this summer.
How the pay-as-you-ride system works
Once inside the park, visitors have the freedom to pick and choose specific attractions, including this year’s latest addition, when they wish to experience. Guests can purchase individual ride tickets using the Pleasure Beach app or by scanning QR codes located at the entrance to each ride. The cost of individual ride tickets will vary depending on both the ride type and the day of the week, with prices starting at £7.
The Flex Pass was developed to provide options for families and mixed groups who often have varied preferences regarding rides. It also accommodates guests who primarily want to enjoy the atmosphere, watch live entertainment, or experience a single ride during their visit without committing to a full price wristband. The park operated a similar system historically, with individual ‘ABC’ ride tickets available when the park operated a free entry model.
Expanding choice for guests
Amanda Thompson OBE, CEO of Pleasure Beach Resort, outlined the reasoning behind the new ticketing approach.
“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,” she said. “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.”
UK theme park ticketing models
The introduction of the new ticket makes Pleasure Beach the only major theme park in the United Kingdom to offer a pay-as-you-ride option. While this structure is utilised by some smaller amusement parks, such as Fantasy Island near Skegness, major theme parks including Alton Towers and Thorpe Park currently operate exclusively on a fixed pay-one-price model.
The Flex Pass arrives alongside several other new ticket options introduced at the resort’s Season Launch event. These additions include an Annual Pass and a newly implemented free ticket for children under two years old.
The flexible entry option is expected to appeal to guests who wish to visit the park to see its brand-new £8.72m attraction, Aviktas, which is scheduled to open in May. The new ride is part of a wider period of development for the resort, which celebrates its 130th birthday in 2026 and recently re-imagined its 210ft Launch Pad ride in 2025.
Founded in 1896, the destination operates a range of well-known attractions, including the 235ft Big One, the multi-launch coaster ICON, Valhalla, and the UK’s only Nickelodeon Land.
The resort also encompasses on-site accommodation options, including The Big Blue Hotel and the Boulevard Hotel, the latter of which holds the title of Northern Europe‘s Best Luxury Hotel.
