The foundation of successful operations

Security & Safety: Adam Goymour, ROARR!

As the operators of one of the region’s most popular visitor attractions, trust is crucial to everything that we do. Guests trust us to deliver a safe and enjoyable day out, and we’re also very aware that they are entrusting us with their hard-earned money. We have to deliver on that trust, and ideally exceed – not just meet – expectations, every time.

Local partnerships, magical moments

Working with trusted local partners is a core part of our strategy, expanding our audience and giving us the opportunity to spread more magic.

Park Director Ben Francis has brokered some fantastic partnerships during 2025. We opened a new sensory room in conjunction with Norwich City Football Club, and worked closely with Adnams during PrimEvil, with plans afoot for further development with both partners in the future.

As part of our ‘Sparkle at ROARR!’ seasonal collection of events in the run-up to Christmas, we’ve collaborated for the first time with Norwich Theatre Royal. The ‘Festive Forest Fables’ illuminated light trail is an immersive, multi-sensory experience for all ages that paves the way for further collaborations with the region’s leading live entertainment venue. We also continue to grow partnerships that allow us to ‘pay it forward’, working closely with organisations like Twinkle SEN – a community group that supports families with children with additional needs – to ensure ROARR! is accessible to all.

Safety standards and industry recognition

Behind the scenes, there’s a huge amount of work that goes on all year round, led by a dedicated Group Health and Safety Manager and supported by the entire team. It may not be the most glamorous role, often dismissed as consisting of form-filling and stamping on creativity, but I cannot emphasise enough how critical a function it is for a business like ours.

As an organisation, we put public safety front and centre across our operations. That’s why we chose to be the first UK theme park to secure LEAPS (Leisure Equipment and Asset Protection Scheme) accreditation. This confirms that all our equipment is fully compliant with HSE guidance and best practice. In fact, the two rides we introduced in summer 2023 were only the second and third rides in the entire country to be tested under their rigorous standards.

We are also longstanding, active members of several UK and international industry bodies for theme parks and leisure attractions, including IAAPA, BALPPA and NFAN. Membership gives us the benefit of shared experiences with peer organisations and access to industry insights. More importantly, it gives implicit reassurance to our guests that we are operating to the highest standards.

National awards schemes demonstrate that we’re at the top of our game too. In the past two years, ROARR! has scooped Visit England Bronze and Silver awards (2024) and Best Large Scream Park for PrimEVIL (2024), as well as making a finalist in 2025.

At ROARR!, we know that trust isn’t a given. We earn it through every safety check, every interaction and every ROARRsome day out that we offer to those who choose to spend their time and money with us.