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Merlin Annual Pass
- Thread starter Rob
- Start date
Tom
TS Member
Emphasis on my 'if' - but that's clearly the direction of travel.
Craig
TS Administrator
Oh me neither, I completely agree that they'll fill them to whatever capacity they possibly can. However, whatever capacity, the aim is clearly to increase the revenue obtained from each guest per visit. At the moment that's vitally important as fewer people are able to visit, but moving forward it'll be the case too, and that's evident from the events making a welcome return.
Tom
TS Member
I remember Varney always used to make a huge song a dance about having 200,000 or whatever it was pass-holders prior to Merlin going public. I think back in private ownership now they will still want as many pass-holders as possible because it is money in the bank and putting all - or at least many more - of your eggs into the basket of day tickets if a risky one should there be another pandemic, ride accident or other PR disaster etc.
djtruefitt
TS Team
I think it is a long time coming. The MAP price has barely increased in all the years I’ve been getting one, and the parks season pass has got cheaper and cheaper, with at one point it being cheaper to buy a Thorpe season pass than to buy a day ticket!
So I’m not surprised by it, however I thought there might have been more differences with the two passes, it’s quite a big price difference, but not many differences in the passes, compared to standard gold has parking included and a lot less restrictions, plus you’ll get FT vouchers and lanyard and pop badge which weren’t included in standard before. The only real difference in platinum is no restrictions and more vouchers.
I was expecting to see a bigger different in product or maybe some more extras on the top pass to make it seem better value.
Also if Christmas events become a bigger thing I would hope to see these included in the platinum pass, as currently it’s £20 to visit chessie for Christmas, and £10 for lego and Thorpe. When you are actually getting much less product than you would in the main season.
So I’m not surprised by it, however I thought there might have been more differences with the two passes, it’s quite a big price difference, but not many differences in the passes, compared to standard gold has parking included and a lot less restrictions, plus you’ll get FT vouchers and lanyard and pop badge which weren’t included in standard before. The only real difference in platinum is no restrictions and more vouchers.
I was expecting to see a bigger different in product or maybe some more extras on the top pass to make it seem better value.
Also if Christmas events become a bigger thing I would hope to see these included in the platinum pass, as currently it’s £20 to visit chessie for Christmas, and £10 for lego and Thorpe. When you are actually getting much less product than you would in the main season.
Rob
TS Team
- Favourite Ride
- Steel Vengeance
Oakwood - not exactly convenient for most in England, heck of a long drive
Great Yarmouth - I've not been and there's probably a reason for that, hardly looks like a place I'd want to visit multiple times a year
Fantasy Island - pretty dire in my opinion
Adventure Island - a really nice little amusement park, but not comparable to a proper large scale theme park
Drayton Manor - a few years ago I would have agreed but the product has deteriorated so much for one reason or another
They do all offer something different to Merlin parks. But something better? I'm far from convinced!
jon81uk
TS Member
More information on Alton Towers decision here https://www.altontowers.com/about-alton-towers/blog/an-alton-towers-season-pass-for-2021/
Thorpe Park have switched back from a season pass to an annual pass and its gone up to £119, which is probably about the right price (maybe even still a little low) for a single park. Its possible once Alton Towers make a decision they will go for a similar price. At £119 the pass is still paid for in 4/5 visits.
RicketyCricket
TS Member
- Favourite Ride
- Taron
Haven't had a pass for years now and still have no intention of getting one. But this really is excellent news and could be the first of many positive steps in the right direction.
We could be in for an exciting few years and hopefully the premium pricing is reflected in the overall quality of the product going forward.
We could be in for an exciting few years and hopefully the premium pricing is reflected in the overall quality of the product going forward.
jon81uk
TS Member
I agree the pass price hasn't risen enough in the last 10 years and the "family" renewal price of £139 for a premium pass is way to cheap.
I think they are hoping that adding parking and fastrack vouchers makes the increase on the standard pass to gold look better.
But the main thing you are paying for with the platinum is no blackout dates and that is the biggest selling point.
Chessington had an awful Christmas a few years back when it was free to passholders, the queue for Santa was hours long and many kids missed out. I think they would need to charge at least for Santa and may also need to charge passholders just to limit the capacity in general as there aren't as many rides open for the Christmas openings.
AstroDan
TS Team
- Favourite Ride
- Steel Vengeance, Cedar Point
Merlin simply *have* to get circulation down. It's as simple as that.
The fact some people are so annoyed they are declaring they "won't be renewing" is the idea!
Those folks won't renew, but I would bet on a high percentage of those making damn well sure they have a day out at one of the parks next year.
As Craig said, they could have ramped up the passes by £20 a year for the next 2 or 3 years. But the issue needs addressing right now.
The fact some people are so annoyed they are declaring they "won't be renewing" is the idea!
Those folks won't renew, but I would bet on a high percentage of those making damn well sure they have a day out at one of the parks next year.
As Craig said, they could have ramped up the passes by £20 a year for the next 2 or 3 years. But the issue needs addressing right now.
Rick
TS Member
- Favourite Ride
- Crux
I agree @AstroDan - I think visiting Merlin attractions has become a massive part of the social lives of a lot of families, especially those who are close enough to one of the parks to nip in for an afternoon. Going cold turkey doesn't feel like an option.
I am not sure how representative the incredulous MAP group on Facebook is, but a not insignificant number of people in there seem to visit an attraction every chance they get - like, relentlessly.
I am not sure how representative the incredulous MAP group on Facebook is, but a not insignificant number of people in there seem to visit an attraction every chance they get - like, relentlessly.
Tom
TS Member
Merlin simply *have* to get circulation down. It's as simple as that.
The fact some people are so annoyed they are declaring they "won't be renewing" is the idea!
Those folks won't renew, but I would bet on a high percentage of those making damn well sure they have a day out at one of the parks next year.
As Craig said, they could have ramped up the passes by £20 a year for the next 2 or 3 years. But the issue needs addressing right now.
Interesting that you see the launch of three new passes to replace two as a method of reducing the net number of pass-holders. Distribution across a wider range of operating days yes, but I see no evidence that they are moving to discourage or even slightly reduce take-up.
I do agree that from a commercial standpoint the Merlin pass had become too cheap. There are bound to be some pains in the transition though. People have been saying for years that once you start discounting, the public get ‘addicted’ to it. It’ll be interesting to see how much pushback they do get.
I don’t think the average usage will be as much as people expect. With most ‘unlimited’ business models, they work because the average customer doesn’t take that much.
At the IAAPA virtual expo there was a talk from the global head of F&B for Sea World Parks and Resorts. Apparently with these unlimited drink capsules the average guest only gets one re-fill. If the average person guzzled five re-fills a visit it’d create long lines, but that’s not what happens.
Most eat as much as you like buffets rely on the fact that the average person doesn’t have that big an appetite. Some people might take 10 platefuls, but most people don’t. Otherwise, the model wouldn’t work, or they’d have to charge a lot more. Some of the American theme parks have a Dining Annual Pass where every visit you get a free meal. That probably tells you something about the quality of the food, but it also tells you something about how many times they’re expecting the average person to use it. An unlimited dining pass for Six Flags is $50.
https://edit.sixflags.com/greatamerica/store/season-dining-passes
If you used it 25 times, you’d be getting a meal and a snack for $2. They’re betting on the average usage being far lower than that.
I can see though that a lot of people will rush through several midways in a cluster fairly quickly, and some of the midways might be struggling to cope at peak times.
I don’t think the average usage will be as much as people expect. With most ‘unlimited’ business models, they work because the average customer doesn’t take that much.
At the IAAPA virtual expo there was a talk from the global head of F&B for Sea World Parks and Resorts. Apparently with these unlimited drink capsules the average guest only gets one re-fill. If the average person guzzled five re-fills a visit it’d create long lines, but that’s not what happens.
Most eat as much as you like buffets rely on the fact that the average person doesn’t have that big an appetite. Some people might take 10 platefuls, but most people don’t. Otherwise, the model wouldn’t work, or they’d have to charge a lot more. Some of the American theme parks have a Dining Annual Pass where every visit you get a free meal. That probably tells you something about the quality of the food, but it also tells you something about how many times they’re expecting the average person to use it. An unlimited dining pass for Six Flags is $50.
https://edit.sixflags.com/greatamerica/store/season-dining-passes
If you used it 25 times, you’d be getting a meal and a snack for $2. They’re betting on the average usage being far lower than that.
I can see though that a lot of people will rush through several midways in a cluster fairly quickly, and some of the midways might be struggling to cope at peak times.
AstroDan
TS Team
- Favourite Ride
- Steel Vengeance, Cedar Point
It is fact that they want to reduce the circulation of the Merlin Annual Pass. The Discovery pass is limited and only really there to placate some off peak visitors with a cheap pass.
The other two are both more expensive. The removal of the family option is gone. You are far less likely to see the aggressive sales on these passes moving forwards as you saw two or three times a year with the old passes.
There's the Covid rollover as well on last year's season passes.
Can you remember what the date is for this please?
I'm not exactly a fan of large price increases, and i don't think it will lead to a more premium experience, i think the park has got significantly better with last year's events.
jon81uk
TS Member
I don’t see the removal of the cheap season pass as a price increase, more a discount ending. Annual passes for Alton Towers only used to be around £80-100.
pluk
TS Member
Sell fewer of something for a higher price to make the same money. The disruption and lost potential revenue those old cheap passes cost the business is gone and those still paying the higher price can be given a better service wity less demand on limited slots.
An excellent business practice. Now let's see them do the same with fastrack...
An excellent business practice. Now let's see them do the same with fastrack...
Burbs
TS Team
- Favourite Ride
- Iron Gwazi
Indeed, now they just need to implement that into the Fastrack systems! Which to be fair they did this season by selling all the one-shots at £10 a pop.