Pleasure Beach Resort Blackpool has released a new Flex Pass, allowing customers to pay only for what they wish to ride during their visit, by topping up the pass with tickets.

The Flex Pass includes entry, the Pleasure Beach Express, and access to all on-park facilities, as well as tickets for the Hot Ice Show during the summer period.

“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,” said CEO Amanda Thompson.

“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.”

Priced to cost less than the previous Non-Rider Pass, the Flex Pass allows visitors to purchase individual ride tickets using the Pleasure Beach app or by scanning QR codes at the ride’s entrance. 

“The new ticket makes Pleasure Beach the only major theme park in the UK to offer a pay as you ride option,” added the Blackpool Gazette.