PLAY@ Lower Drayton Farm, a leading Midlands farm attraction that merges education, play, and sustainability, has been named a finalist in the Start-Up and Step-Up category at the 2025 Staffordshire Chambers of Commerce Business Awards. Sponsored by Staffordshire County Council, this award celebrates outstanding young businesses that have demonstrated remarkable growth, innovation, and resilience.

Launched in 2020 during the height of the pandemic, PLAY@ began as a bold vision by the Bower family to reconnect the public with farming and the natural world. Despite national lockdowns and severe trading restrictions, the attraction found creative ways to engage visitors through safe, outdoor events—laying the foundations for what would become one of the region’s fastest-growing destinations.

Now a multi-million-pound operation, PLAY@ offers immersive indoor and outdoor play zones, interactive animal experiences, and an expanding calendar of seasonal events such as Jingle Ville, PYO Pumpkins, and the newly launched Tulip Festival and Harvest Hoedown. The attraction has grown its audience to include not only families but also school groups and home educators, with tailored sessions that support STEM curriculum topics.

Year-on-year visitor numbers continue to rise, with flagship events hitting record attendance despite increasing competition. A thriving Home Educators’ community and strong partnerships with regional shows and festivals have expanded the attraction’s reach beyond the farm itself.

The farm’s commitment to sustainability and community engagement is equally notable. From NetZero investments to outreach education and ongoing support for Birmingham Children’s Hospital, PLAY@ is delivering social and environmental impact alongside business growth.