How Intellimix™ Room Kits Modernised Drayton Manor’s Collaboration Space

Opened in 1950, Drayton Manor has been one of the most visited Theme Park’s in the UK and after years of accumulating disparate tech from different vendors, the experience was inconsistent, intimidating, and in many cases, simply unworkable. But a fresh approach using Shure’s IntelliMix^® Room Kits has transformed the park’s meeting space into a high-performing hub for collaboration, enabling everything from seamless Teams calls with European HQ to smoother internal planning meetings.

The challenge: Too many tools, not enough teamwork

With over 75 years of history and now part of the Looping Group, a pan-European leisure operator, Drayton Manor needed its AV infrastructure to support growth and group-wide collaboration. But with each meeting room set up differently, and tech that users didn’t understand or trust, adoption had stalled.

“People just weren’t using the rooms anymore… they weren’t working to the spec required.” Andrew Davies, Head of Resorts Maintenance, Drayton Manor

Whether it was Teams meetings with colleagues overseas or group sessions with the park’s own leadership team, the lack of standardisation and simplicity meant too many conversations happened outside the room, or worse, not at all.

The solution: One kit, zero friction

Working closely with their AV partner, Project Audio Visual Drayton Manor deployed the Shure IntelliMix Room Kit into their key meeting space. The solution was tailored to the room size but built on the same core platform: seamless Microsoft Teams integration, plug-and-play setup, and studio-quality audio, all in one.

“It’s a no-brainer. With Shure’s experience in audio and the AI features, it just made sense.” Steve Hudson, Owner, Project Audio Visual/AVIT

And because it was an end-to-end Shure deployment, not a patchwork of brands, the process from design to delivery was fast, smooth, and issue-free.

“Only three businesses were involved, us, our AV partner, and Shure. That meant faster understanding of the client’s challenges and better solutions.” James Hill, UK Director, Shure

The result: “The best meetings we’ve ever had”

For Drayton Manor, the transformation was immediate. With one-touch join, rock-solid reliability, and crystal-clear audio, confidence is back in the meeting rooms, and so are the teams.

“No one's frightened of using the rooms anymore. They just work.” Andrew Davies, Head of Resorts Maintenance, Drayton Manor

From cross-park updates with European colleagues to planning the next rollercoaster, Shure is helping keep the ideas flowing, and the meetings frictionless.