Christmas will come early at Earls Court 2

Earls Court and Olympia’s in-house organiser, Trend and Culture, has teamed with DMG World Media to transform Earls Court Two into a £3m Christmas-themed attraction.

Earls Court and Olympia’s in-house organiser, Trend and Culture, has teamed with DMG World Media to transform Earls Court Two into a £3m Christmas-themed attraction. Santa Land will take place at the west London venue from 3-23 December. Trend and Culture director Mark Rodol hopes to roll out the concept to other venues. He said: “The intention is that Earls Court will be the incubator. I’m taking a medium- to long-term view on Santa Land, and trying to build a brand that has genuinely good values and on that basis, I’ll get it right here before rolling it out around the world.” Rodol added that Santa Land would differ from the Santa’s Kingdom concept that suffered mixed reviews in 2002 when staged by promoter SJM at Wembley Arena. On entrance to Santa Land, children will be encouraged to take part in the story of Norman the Naughty Gnome, who has stolen the magic ribbons used to tie presents onto Santa’s sleigh to make them lighter for the reindeer. Children will be asked to save Christmas by collecting the ribbons from around the show. Visitors will enter on a timed basis, and the experience will last two-and-a-half hours. Rodol said: “Children become more involved instead of just walking around the environment in a linear fashion. Santa’s Kingdom was a collection of a few exhibits with snow on top of them.” Trend and Culture hopes to attract more than 150,000 visitors to Santa Land. The 15,793sqm show also features a 600ft-long train ride called the Santa Land Express, which takes visitors through the forest to Santa’s house and a 100ft ‘real snow slide’. A retail marketplace comprising 150 stands will feature mince pies, mulled wine, and stocking-filler gifts.

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