Nostalgic appeal

The Carters have benefited from the recent surge in popularity for all things vintage and retro. “Nostalgia is in,” says Anna. “I suppose because the world is such an uncertain place, people like looking back. A lot of people say they love coming because it’s safe.” They aim for a friendly, family environment. “We’ve been going for 40 years, so people with kids are coming along now who came when they were kids,” says Joby. “There is a certain magic in it, especially when you see little kids’ faces as they’re driving a car round and round. In fact, our profit margin is probably based on spoilt children who won’t get off the rides.” Joby says he is driven by passion. “The commercial aspect made it possible, but that wasn’t the initial thought behind it.“