In less than five years, PLAY@ Lower Drayton Farm has grown from an ambitious idea sparked during the uncertainty of a global pandemic into one of Staffordshire’s leading visitor attractions.

Its journey has been driven by adaptability, innovation and a strong sense of purpose—to create a space where families can learn about farming, food and nature while enjoying high-quality leisure experiences.

Today PLAY@, near Penkridge, is not only a thriving, multi-award-winning business, but a beacon of resilience and forward-thinking in the rural tourism and leisure sector.

Managing Director Richard Bower said: “When we launched PLAY@ in 2020 we did so in the middle of the most uncertain trading period in living memory. With COVID-19 restrictions in place we were forced to completely rethink our launch model – pivoting quickly from the original plan for a full indoor/outdoor attraction to a flexible, outdoor-only experience that complied with safety guidelines.

“This spirit of adaptability and creativity laid the foundations for everything that followed. As restrictions eased, we phased in more parts of the attraction, introduced safe and engaging seasonal events like Summer Unlocked and our first Drive-Thru farm experience, and steadily built trust with our growing audience.

“Far from stalling, the pandemic challenged us to do things differently and it’s a mindset we’ve kept ever since.”

Fast forward to 2025 and PLAY@ is now a multi-million-pound business with an ever-growing audience and national recognition. It was recently named runner-up in the 2025 NFAN Best Large Farm Attraction of the Year, standing shoulder to shoulder with long-established operators across the UK.

Visitor numbers have increased year-on-year, with a notable 25.8% rise from 2022 to 2023.

Richard added: “Behind our growth is a young, dynamic and diverse team, many of whom have grown with us. In the early days we had a small, multi-tasking team helping bring the concept to life. Today we employ a wide mix of permanent and seasonal staff, with structured training, clear roles and genuine investment in development.

“A key factor in our growth has been our commitment to continual innovation. We’ve not stood still or repeated the same event year-on-year, we’ve evolved. We listen, test, adapt and deliver.”

An additional indoor play space, deli café, sensory areas, party rooms and a Changing Places toilet to improve accessibility are due to open by autumn this year.

Play@ Lower Drayton Farm has entered the Growth, Team of the Year and Small Business of the Year categories of the University of Staffordshire Business Awards.