To be fair, they've always had the Merlin Magic Wand thingy in regards to being charitable...
Really going to town with the family stuff atm though, don't think we'll see much change though until 2015 in regards to how the attendances variate, as with Thorpe, it has a really big reputation in regards to becoming the whole 'thrill capital' and not particularly the nicest park to have a day out with your family... Hence they have to fight against that reputation first before they can actually reap the benefits...
That will be the biggest hurdle in all of this...