I went to Birmingham on the first date (29 Nov) and I haven't posted about my experience because someone asked me not to spoil it for them but since you have posted, I'm going to let rip
I think my first clue it might not be all it was cracked up to be came when I looked again at the website and realised that they only really have about 4 photos on there - mainly of the snowslide.
I think it is vastly overpriced - not just 17.50 but also a 1.50 booking charge per ticket (how can they separate this and make it compulsory?) plus 1.50 transaction fee - 58.50 for two adults and a child.
It wasn't busy when we went - that is, there was still 'Good' ticket availability on the NEC booking office website.
I thought it was hot and stuffy and we'd been told to dress in warm casuals. I thought there would be proper snow throughout and there wasn't, as you say.
The toilets are only at the beginning (before your 'shuttle ride' and the end. Bad luck if your child wants one in the hour or so it takes you to go through! Maybe one of the elves could help in an emergency! It's not clear whether there is food anywhere after the beginning until you stumble on it at the end. Nowhere to buy refreshments on the way through and the heat makes you thirsty.
The various areas you were shuffled through were small even for the number of people there on that night and the children found it difficult at some places to get to the front and see.
The girl who was looking after the reindeer had to keep checking with their keeper who was hiding in the background as to what the answers to the children's questions were. I;ll let her off with first night nerves though.
The snow ride system was a shambles. The food was a rip-off (cheapest crepe was 2.50 I think but banana and choc was 3.50 IIRC).
There was a sliegh ride simulator at the end for an extra 3 quid a head. You could have a family photo taken on a 'sleigh' for another fiver.
There was a good opportunity to throw snowballs which I enjoyed but that was busy then - dread to think what it would have been like if busier.
I felt pretty sick when DD went to see Santa in one of the nine booths (DH counted them!) lined up like changing rooms. And her box of pens gift would be about 50p in Wilkos.
BUT, after all that, DD was absolutely thrilled. She loved every single minute of it and wasn't at all put off by the tackiness of it all. She said it was the best thing we had ever done for her (she didn't know we were going until we got there) and took her turn on the 'Speaking Chair' at school on Monday to tell them all about it.
And on Thursday I noticed that the local shopping centre is charging 3 quid for a visit to Santa inc gift and they're using the same deccies and grotto they have for years - a shed, a few penguins and some fake snow (well it's quite nice but not much for 3 quid, IYSWIM).
Would I go again? No. Would I recommend it? No. The kids will love it but I was disappointed (and I was soooooo excited about going, I really was).