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Major investment in new rides and attractions has helped drive up profits at a popular Yorkshire theme park with sponsorship links with some of the region’s football clubs.

In accounts for the year to 31 March 2015, pre-tax profits at Malton-based Flamingo Land Resort increased to £2.2m on turnover which climbed by 12.7 per cent to £25.4m after the owners of the theme park, holiday village and zoo pumped £8m into the business over the past two years.

In particular, money was spent on the holiday village complex, the caravan hire fleet, a new bar and the rhino enclosure.

In a report filed at Companies House, further investment was promised in a bid to maintain the growth of recent years and directors highlighted that Flamingo Land, which employs more than 300 workers, was unique in that it combined a theme park, zoo and holiday village in one location.

A spokesman for Flamingo Land told Insider: “In these times of Tesco’s downturn and reducing levels of consumer confidence in big corporate business, Flamingo Land’s family business reputation has come into its own.

“Plcs such as Merlin, who dominate 80 per cent of the visitor attractions market, will always be run for the benefit of its shareholders.

“At Flamingo Land we are free to make the decisions we feel are right and to put our guests to the top of our priority list when it comes to decision making.

“We are more interested in providing outstanding day and holiday experiences than using a calculator to make decisions for us.

“When it comes to customer service, sometimes not turning a profit is the right thing to do, language a CEO of a plc would never and could never use.”

Flamingo Land is a current shirt sponsor of Hull City AFC and Middlesbrough FC.


Source: Insider Media Limited