It's kind of quite a long and complicated history, but essentially.
It opened in the late 80's with quite a bang and without any massive amounts of competition. Alton Towers at the time wasn't really THAT much and Drayton Manor was still finding a place. So locally, it was okay in terms of competition.
There was good investment initially, but that dried up due to changes of ownership, etc. Basically, the interest in competing with the bulldozering advances of DMP, Alton, Blackpool (and further afield parks) just wasn't there. Also other bad investments from companies and the like. Basically, no money to really become what it needed to be.
Once you're on that decline, there's no coming back. If you can't have a line up or USP that makes you distinct from other places within an hour of your location, there's no point by the time you hit the 2000's.
It was definitely popular to start off with and well regarded in the early years. It just didn't get the investment. Bit of locals complaining and difficult planning permission and that's it.
At a push, it could have maybe tried to continue like Twin Lakes and just appeal to young families, but Twin Lakes bought most of their stuff LOL
There just wasn't the interest from investors, locals or potential guests. I think it probably made money in those early years.
I love the history of the place though. Owned initially by the same group that owned Camelot, then sold to John Broome's company (who built Alton Towers (along with numerous other failed theme park enterprises, including Trentham Gardens between Stafford and Stoke and Battersea power station)). It was then taken over by the group who had Blackpool Tower, who Merlin then eventually got the Tower from. It's all wonderfully incestuous in the UK Theme Park industry