Future 50 List
Tom Blofeld

The increased importance of quality and value to visitors has meant much of this year's work at Bewilderwood has been aimed at these two elements of customer experience.

'They want to know that their money is going a long way,' said co–creator Tom Blofeld, who came up with the ideas for the treehouse adventure park between Hoveton and Horning with Simon Egan in 2007.

'So we have included daily interactive storytelling sessions, up to three times a day during peak times.

'The last story of the day is the latest book, so visitors now get to experience two different types of story.

'We have also introduced daily 'Boggle Bouncing' and 'Twiggle Twirling' sessions, which are a bit like workshops, whereby the children get involved and learn about dance and movement, and general silliness, through the characters of Bewilderwood.

All these additional entertainment activities have required additional staff and training, while turnover has increased by 7.6pc since 2010.

Mr Blofeld said the improvements strengthened the story of Bewilderwood and engaged the children more with the characters.

A new site office is being built at the front of the park so all the full time staff or 'Twiggles' can be based there, closer to the action.

And the 'Boggle Builders' compound is being moved to the front of the site.

The aim is to improve operational efficiency for the 2012 season and beyond, said Mr Blofeld.

The park won the 2011 EDP Tourism Award for best visitor attraction with more than 50,000 visitors.

Location: Hoveton
Sector: Leisure
Turnover: £2.24m
Staff: 18 full time, 100 seasonal
Website: www.bewilderwood
aim is to improve operational efficiency for the 2012 season and beyond