How many beans make 5?

Not to detract from the obvious success of the Seaton Jurassic Centre, but is it REALLY 20,000 visitors (see below)  if you count those on return visits –  when a one year tickets allow multiple entry?

If it is 20,000 UNIQUE visitors that’s brilliant, but if it includes multiple return visitors – who do not pay an entrance fee and so do not add to entry fee income – is it quite the same thing?  Perhaps EDDC could be more transparent here:

“The £4million visitor attraction, which welcomed more than 20,000 visitors since opening in April, is proud to promote a taste of Devon to its customers.” …
http://www.midweekherald.co.uk/news/jurassic_cafe_promotes_best_of_devon_food_1_4668463