I'm advocating an increase in guest experience and an end to discounting rather than just jacking up prices. I've already said that I think variable pricing is a good idea. But surely the recent passholder ticket scandal has shown that the park relies more heavily on non passholder attendance than we previously might have thought for a decent income?
It's undeniable, as Merlin were a PLC, that they discounted and cut themselves into a corner. It's my personal opinion that they need to strike a value balance. Commercial decisions around pricing and operational expenditure are based on projections in which consumer opinion is also taken into account. If you ask someone, as so many Merlin feedback surveys do, if they think they've paid a fair price, of course they're going to say no and would probably say so until the park is free entry. It's a bit like asking most people if they think they get paid enough by their employers, hardly anyone says yes.
With places like Oakwood charging £35 to get in, I bet you most people think a trip to Towers is more expensive than it actually is. If they can't fill the park up without selling £55 season passes then their park clearly has problems that are nothing to do with pricing.
They've ripped people off in other ways. As gate prices have remained broadly flat, BOGOFs are found everywhere and season passes have been offered for £55, they've closed attractions, closed food options, decimated entertainment, slashed opening hours and operating days and opened an up charge attraction.
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Forgive me, but you're making a lot of assumptions here. After the Smiler incident they couldn't fill a park on quiet days, and understandably so. The season pass makes it more attractive for weekly visitors on quiet days, i don't think the market is there for higher prices on quiet days, people just don't have that much leisure time.
I'm a regular quiet day visitor, and often people there on those days are single visitors who have a day off work that doesn't happen to fall at the weekend. No kids because they're at school, the odd more mature couples. Not many people stay all day, they just seem to pop in for 3 or 4 hours, they'll eat their dinner there, they'll buy merch presents for other family members who aren't there that day.
Do you really think that people who go ten times a year on quiet days would go even half of that amount if it cost £35 to go in each time?
I don't feel "ripped off" at all, but i would if the price was hiked. Closed attractions have largely been reopened, entertianment has returned more this year, opening hours are longer this year too, and the upcharge attraction is free if you have a season pass.
So i don't think it's anywhere near as bad as you make out. Until Covid the park was recovering nicely after the Smiler incident and that's WITH the model they adopted. The last thing we should do is to be campaigning for a big price hike.
Again, under the current model, we have had new attractions opening up, Wicker Man and the Walliams area, the park is getting better since the bleak time just after the crash, now there's Covid doing damage - pricing regular visitors out of going would not help, and that in turn would lead to more closed days, more ride closures and less investment.
As for the "passholder ticket scandal" - i still managed 11 visits this year. Of course not everyone could do that, and i would be peed off by this, but they have extended season passes into midway through next season.