The three-year partnership marks a major step in Seal Bay Resort’s ambition to raise the bar for family resort entertainment in the UK.

Seal Bay Resort in Selsey, West Sussex has announced a three-year creative partnership with JR Creative Group to develop a new generation of live entertainment.

The partnership forms part of the park’s wider investment in the future of the resort experience, placing live entertainment at the centre of its strategy to deliver standout holidays for families and owners.

Working together, Seal Bay Resort and JR Creative Group will develop an ambitious programme of original productions, immersive formats and next-generation family entertainment designed exclusively for the park. The collaboration will also introduce a new approach to casting, production and creative development, helping to build a scalable entertainment model for the resort.

The programme will combine original Seal Bay Resort concepts with emerging production technologies and year-round programming, designed to keep the entertainment offer fresh, distinctive and consistently high quality.

James Rowell, CEO and Founder of JR Creative Group, said:

“Seal Bay Resort has huge potential as a platform for bold, original entertainment. This partnership gives us the opportunity to create something truly distinctive for family audiences and to build productions that evolve year after year.”

Terry Norton, Business Director at Seal Bay Resort, said:

“We believe holiday park entertainment should be an exciting, ambitious and high quality family experience. Our new program will raise the bar. JR Creative brings the creativity and production expertise to help us deliver something genuinely different for our owners and guests at Seal Bay Resort.”

The first new shows developed through the partnership will launch at Seal Bay Resort from Easter 2026.

Please note: This is a promotional feature