This new ride IP - how sad it strays even further away from the original vision for Chessington now that this re-theme will have no relation to Transylvania.
Originality is definitely my favourite choice, along with parks creating and using their own brands instead of contracting in IPs. But let's face it, original ideas are probably the lowest on the list for Merlin's new dark ride projects. Just one example is Nemesis Sub:Terra, which is considered a failure by Merlin Studios and this is my worry, it strengthens their argument for an IP based ride instead.
Why can't they retain an original idea but instead seek a sponsorship? Berry Bish Bash and Air are positive examples of this, Bubbleworks and Coca-Cola's London Eye are poor examples. Sponsorship is fine so long as it doesn't manipulate the experience too much. I would much prefer original ideas backed up with subtle and acceptable (like Air's) sponsorships rather than an IP. The Merlin Parks are their own brands, these aren't movie or tv based themeparks so slow down with the IPs...but of course they won't, they're easy money! Why would they slow down?! Annnnnd the ride will be money over experience yet again because they will spend a minimum on the ride itself due to the amount used to purchase the IP rights. So we get an IP, develop high expectations and then get annoyed when the finished product is not what was envisaged in the artist's concepts.
IPs are a lazy way to bring in the numbers and the cash. People know the characters, the stories and they interact with them - they're accessible and far more 'relate-able' than a park trying to sell an original story with original characters for UK parks. Look at Alton Towers - we've got Cbeebies Land and it was a hit because there's so many young children who engage with that brand but a third cycle of investment with the IP including a mini-hotel? Lord bless me with the strength! This is too far. But they won't learn, it's making them money in a time of great struggle for the resort and Merlin see this a short-term easy fix.
On the other hand though, some IPs work if done properly! IP lands and rides are particularly expensive so they need to spend the money wisely in order for it to be "breathe-taking".
The plans to turn Chessington in a physical "World of Adventures" has fallen flat on its face with only Wild Asia being the positive step forward with this vision. From then on we've had a complete mess in direction for Chessington. It needs the idea and theme of Chessington fortified with more than one investment in a season that strengthens the "World of Adventures" theme...so basically 2009 all over again but stick with it and reveal a development plan that actively expresses the want to create this park of many "worlds" to explore and is realistic over a timescale investing in the infrastructure as well as the experiences.
Merlin, do we go for cohesive rides that adhere to their "world area" or do we just plonk anything anywhere and hope for the best? What happened to the true Africa area once talked about? The amalgamation of Mystic East/Wild Asia? The implementation of England, investment for Transylvania to be updated? The park could be a world of adventures to other continents and mythical lands! You could get so creative with this!
Chessington is the park for adventure, imagination and fun. Yet every last ounce of that imagination-filled park aura has been sucked out. The park needs a strong and decent amount spent on it with a vigorous and grand development plan.
It feels like Chessington's hands are tied though - what can they do? Merlin only care really for Legoland's success whilst Chessington is expected to coast along. This is evident in their Chessington development plan too - how much of that will actually come to light?
They should look at planning an experience which is original. If they want then go down the sponsorship route then do it tastefully but please, Chessington should only have IPs for entertainments and not in its rides - it needs to have original magic that can only be seen and felt in Chessington. Yes, "felt" may sound weird but children will feel these emotions on the rides and interact with brand new stories - it'll create a sense of longing to return to Chessington to see that character, story or thing again and again. You could argue that IPs can achieve this too but IPs are far more categorised in terms of an age range, gender or generation. Original ideas a far more timeless.
So Bubbleworks opened in 1990 and lasted for 15 years before the revamp...15 years! The concept worked, the visitors loved the story and the Prof. Burp ride which fused a connection between guest and story but Tussauds began to change too and instead of updating and improving the current Bubbleworks decided on a lazy, cheap and unimaginative re-do. With a little more research and bother we could have retained the original bubbleworks with updated effects and scenes with a tasteful sponsorship.
Kids grew up with Professor Burp and his fizz pop factory and the connection was so evident in the upset and sadness at the ride leaving in 2005 - an original idea that connected with its guests in a way an IP won't be able to achieve as timeless and as strong as this.
So Merlin Magic Making, next time you decided on a ride for Chessington (preferably a story-rich dark ride but that's serious wishful thinking) please use an original idea and fulfil the original Chessington ethos.