The headliners are household names the world over, fans queue for months in advance for tickets that can cost hundreds of pounds, and it happens in a field somewhere West of London.
No… not Glastonbury, but LaplandUK, a six-week Christmas immersive experience for kids and adults that runs until Christmas Eve at Swinley Forest on the Crown Estate in Ascot. Just like a music festival, there’s high demand, so most people who haven’t got their place already won’t be able to go this year. In March, 100,000 people queued virtually to book their place, and the 160,000 tickets sold out in a day.
Tickets start at £59 per person for both adults and children, plus a booking fee, but prices go up to £149 for more exclusive arrangements. It’s the place to be: famous faces including the Prince and Princess of Wales, the Beckhams and Elton John have been seen at LaplandUK in the past. This year Jodie Whittaker and Stacey Solomon took their kids along.
Former hedge fund trader Mike Battle and his ex-teacher wife Alison founded LaplandUK in 2007 when they couldn't find a good option for their four young boys, even being disappointed with the one in Finland. They “squabble about everything”, but work together well as a team to make it as magical as possible.
They call children ‘Small Folk’, each of whom gets a personalised invitation from Father Christmas sealed with wax in a presentation box. The company still doesn't buy any above the line advertising, to make children believe they've been asked directly by the man from the Northpole.
Once inside, guests are treated to a 90-minute show of immersive theatre, with interactive performers, and then a visit to the toy factory where youngsters get to help the elves build toys. They also visit the "Mother Christmas" Kitchen for gingerbread decorating classes, before meeting real huskies and huskies and reindeer.
There is also an ice skating rink, cafes, a post office and sweet shop – and a restaurant too. Kids also get a husky soft toy from Father Christmas, as well as something from the toy factory, a thank you card, and a souvenir framed picture with Saint Nick. The whole tour takes around four hours.
The Battles are becoming true festive moguls. They’ve also written six books, including The Untold Story of Father Christmas and The Secrets of the Christmas Elves, and their podcast Elfcasts has been a hit too. They have big plans for the future, hoping to expand internationally.
They struggled a little during the pandemic, as they had to social distance, and open for only a short time – they say they “lost a fortune”, but that those struggles helped them expand in the last two years. And they want to use their good fortune for good too: they’ve started a charity foundation which wants to give every child spending Christmas Eve in a UK hospital a stocking.
