An in depth look.
When & Where
South Devon Railway - 11th - 12th April, 2023
(Also delivered at Wensleydale Railway – Summer 2022)
Overview
The Mad Hatter’s Travelling Tea Party is an immersive, family-friendly theatrical train experience inspired by Lewis Carrolls Alice’s Adventures in Wonderland. Designed to blend live performance with heritage rail travel, the event transforms a standard journey into a story-led adventure, where families actively participate in helping Alice find her way home from Wonderland.
Following the success of its first run at Wensleydale Railway in Summer 2022, the experience was brought to South Devon Railway in April 2023 for a two-day run over the Easter holiday.
Objectives
The key objectives of the event were to:
- Create a unique, story-driven family experience beyond a traditional train ride
- Increase engagement through character interaction and audience participation
- Attract families with young children through recognisable literary characters
- Provide a repeatable, scalable event format for multiple heritage railways
- Strengthen off-peak and shoulder-season programming with themed attractions
Event Concept
Passengers are welcomed into the world of Wonderland from the moment they arrive at the station. Costumed characters, Alice, the White Rabbit, the Mad Hatter, Tweedle Dee and Tweedle Dum greet families on the platform before boarding the train with them.
Throughout the journey:
- Characters move through the carriages, interacting directly with passengers
- Children are encouraged to take part in a narrative-led riddle challenge
- The audience helps Alice solve her riddle and and her way home from Wonderland
- Storytelling unfolds in stages, creating a continuous sense of adventure
Rather than watching a performance, customers become part of the story, turning the train itself into a moving stage.
Marketing and Promotion
Marketing for The Mad Hatter’s Travelling Tea Party was delivered collaboratively with the host railways, using their established social media channels and online platforms along with our own to reach family audiences. Promotion was further supported through online articles and dedicated event web pages. A custom-built in-house website provided a central hub for event information and booking links. All character costuming for the experience was also designed and produced in-house, ensuring creative consistency across performances.
By combining heritage travel with live storytelling, The Mad Hatter’s Travelling Tea Party positions railways as destinations for immersive family entertainment, not just transport.
Delivery & Operations
The event was delivered across:
- Two days at South Devon Railway (April 11–12, 2023)
- Multiple departures per day
- A cast of roaming performers trained in interactive storytelling
- Integration with normal railway operations and boarding procedures
Careful coordination between performance teams and railway staff ensured:
- Safe movement of characters through carriages
- Smooth boarding and platform interaction
- Clear story progression without disrupting timetables
Customer Experience
The experience is designed to be:
- Immersive– characters appear both on the platform and on board
- Interactive– children solve riddles and help move the story forward
- Accessible– suitable for families and younger audiences
- Memorable– blending theatre, travel and participation
Families are encouraged to engage with the characters, take photos, and follow the narrative arc of Alice’s journey home. This approach ensures sustained engagement for the full duration of the trip rather than a single fixed performance.
Outcomes
The Mad Hatter’s Travelling Tea Party demonstrated the value of immersive storytelling within heritage rail attractions:
- Successfully adapted to different railway environments
- Proven repeatability across two separate locations
- Strong appeal to families seeking experiential entertainment
- Enhanced dwell time and emotional connection with the attraction
- Created a distinctive alternative to static character meet-and-greet events
Its return at South Devon Railway after its original Wensleydale Railway run shows its scalability as a touring experience and its suitability as a seasonal family attraction.
Legacy & Future Potential
The format provides a template for:
- Touring theatrical rail experiences
- Seasonal themed events (spring, summer holidays, or half-term)
- Story-led attractions that encourage repeat visits
- Expanding into other literary or fantasy themes
