News from Alton Towers

Rent-A-Mum scheme allows the nation’s mums to avoid their Nemesis this summer
Nell McAndrew launches the UK's first rent-a-mum scheme at the Alton Towers Resort

In theme parks across the world, the sight of mums sitting on the sidelines holding onto the groups' bags, coats and drinks whilst kids argue about who sits next to dad and who sits next to the stranger, is a common one. Research released today by the Alton Towers Resort has found that 56% of all those surveyed admitted that a combination of looking after younger siblings or being made responsible for belongings meant that that it was sometimes difficult to join their children on-board attractions, plus two thirds of mums (65%) who did go on the big thrill-seeking rides admitted to being encouraged to do so by their young children desperate to experience the ride. As a result of mum being put in charge of the parental duties, it often means that the rest of the family are missing a maternal figure to scream along with on thrill-seeking rides, but now with the help of celebrity mum Nell McAndrew, the Alton Towers Resort aims to redress some of the balance with the launch of its Rent-A-Mum scheme - the first of its kind in the UK.

As a direct response to the findings, the Alton Towers Resort will be piloting the Rent-A-Mum scheme during the summer holidays to encourage groups to hire a friendly figure who will take on the mothers’ role on the ride - allowing those real mums who are busy looking after younger siblings to relax and enjoy watching the rest of the family have fun.

Nell McAndrew will launch the ingenious scheme at the Alton Towers Resort on Monday 23rd June with a bevvy of motherly-minders to help give families the opportunity to enjoy every minute of their day at the Resort. Guests staying at either the Alton Towers Hotel or Splash landings Hotel will have the chance to try out the pilot scheme by registering their interest at www.altontowers.com/pages/rent-a-mum - and it’s on a first-come, first-served basis during the school holidays*.

Morwenna Angove, Sales and Marketing Director for the Alton Towers Resort explains: “We offer the ultimate short break location where every member of the family can unwind and have fun – mums included. In recent years we have invested in a fantastic variety of rides and attractions that enable all ages to participate in together – for example our new Battle Galleons attraction allows guests to interact without even stepping foot aboard - great for those mums who’d rather stay on dry land! The Rent-A-Mum scheme will ensure everyone can have a great time, safe in the knowledge that their ‘rent-a-mum’ recruit will be on standby to provide a stand-in whenever she’s needed.”
The Alton Towers Resort, part of the Merlin Entertainments Group, is home to the UK's best loved theme park with 2 hotels, a waterpark, a spa, an extraordinary golf course, and nineteenth century gothic towers. It is located in 500 acres of Staffordshire countryside and offers a unique combination of rides and attractions for all ages, from soft play areas for tiny toddlers to ground-breaking, world-first adrenalin inducing rollercoaster rides.
* The pilot scheme will run between 25th and 29th August, and is dependent upon demand. Terms and conditions apply.
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