How has the dominance of Merlin shaped the UK public’s perception of theme parks?

[Bert2theSpark]

Something that I’be been mulling over recently has been is how Merlin has shaped the perception of theme park within the UK. For years I’ve heard about the poor/mixed reception towards theme parks from many of the general public, predominantly stemming the common complaints of long queues and frequent ride breakdowns. We all know about the typical “I paid full-price and got on 3 rides” complaints that are prevalent from some members of the public. Whilst this is usually due to some degree of poor planning from said members of the public, I think it does often reflect the general sentiment of disappointment from the public. Stuff we’ve all heard and discussed to death on this forums before.

However what really got me to re-examine this topic is my recent trip to Liseberg (of which I’ve mentioned many times on this forum). There were quite a lot of Brits at the park during my visit, and so many were in awe of how different a theme park could look and feel like. With many specifically comparing things like operations and experience directly with Alton Towers and Thorpe Park. Often reflecting the general sentimentality of enthusiasts.

Additionally I’ve discussed my trip to Sweden and my adventures to Liseberg with many non-enthusiast/park-goers when I came back home. With some friends/peers discussing their positive perception of surprise when they’ve been to a Scandinavian park, destination parks in Asia, and even Dollywood.

Whenever these discussions come up on this forum and the likes of social media there is the comments of “Wait until Universal comes..” or “Merlin is a monopoly”. Statements which I honestly strongly disagree in the sense of tackling negative perceptions of theme parks. Because it doesn’t explain the generally poor operations of other parks from the other dominant, but fairly recent, chain of the Looping Group. With Universal’s US parks receiving much of the same criticism that Merlin receives in the sense of “I did 3 rides”, which has been reflected with the capacity issues of Epic Universe in it’s opening year.

Which makes me think that the problem with the negative perception of theme parks in the UK is due to the generally pressurised day-out, which goes against the general sense relaxation of a public park. One thing that Merlin has done very well in shaping the public’s perception of theme parks is creating compelling individual attractions that many people want to visit, at the expense of cultivating a well-rounded park atmosphere and feel. To the point of people trying to gamify the amount of individual attractions that they want to do.

Which makes me put the question forward to the wider forum, from a largely qualitative perspective, how do you guys think the dominance of Merlin Entertainments has shaped the public perception of theme parks within the UK?

 

[Bowser]

It's an interesting question for sure. I know since i've started visiting European parks it has been a period of enlightenment. Tbh i have no idea what the general opinion of the UK is but i imagine there isn't a consensus. Most people don't visit too regularly and it'll often be down to chance whether they have a good or bad experience...

Whilst this is usually due to some degree of poor planning from said members of the public,

I don't think this is fair. My opinion is that one shouldn't have to plan much to have a good visit to a theme park. Rides should be operating unless there is poor weather (exemption for 365 parks maintenance), queues should be reasonable and food should be palatable. Personally i actually enjoy the visits to parks where i know the least! I recently went to Hong Kong Disneyland and it was quite liberating not having a plan but just wandering around somewhat aimlessly without stressing about how to get everything done.

Obviously in the UK this is often not the case but i don't think that's a problem exclusive to Merlin, even if they take the brunt of the blame due to their market dominance. I think you could apply it to many other places though.... most Disney and Universal parks require a fair degree of planning due to the excessive queue lines too.

Statistically i expect you're more like to have a bad day at a UK Merlin park than many European counterparts so perhaps a consequence of that is increased awareness at how to navigate (or even game) the system.

 

[Matt N]

What I would say is that I think their impact has been mixed.

I think it’s highly possible that Merlin have made the UK public think of theme parks in a different way compared to the public in countries abroad. On the more negative side, I think you could maybe argue that they aren’t thought of as varied whole family days out in the way that many of the most successful parks abroad are.

However, one thing I would say Merlin have done that may not be entirely negative in terms of perception is made parks cheaper. Now the debate of whether the passes being cheap is devaluing the product and causing issues is an ongoing one, but one thing you can’t deny is that Merlin passes in particular represent excellent value in terms of raw visit opportunities vs cost. I paid £79 for a bottom tier pass recently, and that will get me into all Merlin attractions across the UK, including what are some of our most prestigious theme parks and attractions, for around 300 days of the year. We can gripe about Merlin, but that is good value!

There are many, many families who I think would perceive Merlin parks well due to how affordable they are to visit; a common complaint about some of the more “prestigious” parks is how expensive the entry fees and passes are, but as Merlin offer many cheaper ways to visit, you can’t really extend this complaint to them, and I think that might potentially endear them to some people.

 

[Enter Valhalla]

Negative. I think that the UK public think of theme parks as being way too busy, chaotically operated and poor value for money. This was already slightly the case pre-Merlin, but they really exacerbated this perception in my opinion.

 

[MaxPower]

I think people's perception of Towers has changed under Merlin, but not theme parks in general.

Alton Towers used to be viewed as a bit more premium than the other parks.

 

[GooseOnTheLoose]

Queuing for excessive amounts of time for a ride at Alton Towers, in the pouring rain, has been a rite of passage for citizens of the UK for decades, stretching back to the John Broome years.

I think we attach too much weight to the ownership of a park, in the minds of a casual visitor. I would argue that those who are less enthusiastically inclined will not be aware who owns which park, or even really care.

The most likely experience a casual visitor to a UK theme park will have with a non-domestic operator is Disney or Universal. The pull for these parks are the IP. A casual visitor goes on a pilgrimage to see The Mouse, or to wander around Diagon Alley. The rides are a bonus for a non-thoosie, whereas at a UK theme park they have historically been the primary draw. Though this has changed in recent years, with Peppa Pig, Thomas the Tank Engine and LEGO being the pull factor for their respective parks.

The perception problem arises because we are attempting to consume a product designed for the latter model (IP immersion), using the infrastructure and spending habits of the former (ride focused day trips).

When you visit Liseberg or Dollywood, you are visiting a park that relies on a higher gate price to fund a level of operation that allows for the relaxed atmosphere you describe, and discourages excessive uninterested crowds looking for a cheap day out. The UK market, dominated by Merlin but also, crucially, followed by most others, is addicted to the discount economy. We have been conditioned to believe that entry should be effectively free (or two for one), and as a result, the parks have to operate on a model that aggressively extracts value once you are through the turnstiles to survive.

It absolutely pains me to type it, and it will be considered an early Christmas present for @Bowser, but this is where Paulton's Park (praise be) diverges from the historical and typical UK market trend. By refusing to engage in the heavy discount culture, they secure a viable yield at the gate which allows them to facilitate that relaxed atmosphere, without the desperate need to upsell every interaction once inside.

Merlin hasn't necessarily shaped the public's negative perception; they have simply industrialised the British expectation of a "cheap" day out. We get the parks we are willing to pay for. Until the UK consumer is willing to part with a fair admission price upfront, without the safety blanket of a cereal packet voucher, we will continue to receive a budget airline experience rather than a premium resort one.

I cannot believe that I've just enacted Goose's Law of Thoosie Discussion, I need to go and wash my wings. Perhaps even have a lie down...

 

[Bowser]

Merlin hasn't necessarily shaped the public's negative perception; they have simply industrialised the British expectation of a "cheap" day out. We get the parks we are willing to pay for. Until the UK consumer is willing to part with a fair admission price upfront, without the safety blanket of a cereal packet voucher, we will continue to receive a budget airline experience rather than a premium resort one.

Do you know what the circumstances are that this doesn't tend to be reflected in much of Europe?

Obviously it's subjective but i'd argue the likes of Efteling, Phantasialand, Europa, Plopsaland and many others offer a premium (or certainly closer to) experience than the UK equivalents without massively deviating from the "cheap" price point. I presume they also have offers on tickets and passes. Case in point Plopsa just had an annual pass sale price that would make even Merlin blush. It's only really Disneyland that goes for the higher prices.

Perhaps i'm swayed by the mighty semi-Germanic trifecta and the rest of Europe is in a similar position to the UK... Spain certainly comes to mind.

 

[GooseOnTheLoose]

Do you know what the circumstances are that this doesn't tend to be reflected in much of Europe?

Obviously it's subjective but i'd argue the likes of Efteling, Phantasialand, Europa, Plopsaland and many others offer a premium (or certainly closer to) experience than the UK equivalents without massively deviating from the "cheap" price point. I presume they also have offers on tickets and passes. Case in point Plopsa just had an annual pass sale price that would make even Merlin blush. It's only really Disneyland that goes for the higher prices.

Perhaps i'm swayed by the mighty semi-Germanic trifecta and the rest of Europe is in a similar position to the UK... Spain certainly comes to mind.

I think there is a slight misconception regarding the price point of the "semi-Germanic trifecta". While their sticker prices might seem comparable to the on the gate price of a UK park, the realised yield per guest is vastly different.

You can walk into Alton Towers, using a Carex bottle or a cereal packet, for effectively £25. You cannot walk into Europa-Park for €25. You pay the full €60+. Efteling is similar. Discounts do exist, but they are shaving off euros, not halving, or more, the cost.

The floor price for entry in Europe is significantly higher than in the UK, which gives those operators a much healthier baseline revenue to maintain standards without needing to aggressively monetise the air you breathe.

There is also a fundamental difference in ownership models, which dictates the park's existence. I know your familiar with these, but here's a refresher for the sake of wider discussion:

Efteling is owned by a foundation. Their mandate is literally to preserve the fairy tale atmosphere and nature. Profit is reinvested, not extracted for shareholders.

Europa-Park is, of course family owned by mack. It serves as a livable showroom for Mack Rides. The quality has to be high because it is a marketing tool for their manufacturing business. "Look how reliable and beautiful our rides are, please buy three."

Merlin, and a lot of the UK Market, is Private Equity owned. The primary goal is asset appreciation and return on investment for the funds (Blackstone/Kirkbi).

There is also a cultural aspect to consider, which I believe is where your observation on the "premium feel" comes from.

In the UK, we are culturally individualistic when it comes to leisure. We want to get our money's worth. We rush from ride to ride. We eat a packed lunch in a queue line, or begrudgingly shove a burger in our face while walking to the next coaster.

On the continent, the theme park visit is often an extension of the cultural appreciation for shared family time and dining. A visit to Efteling or Phantasialand usually involves a sit-down meal. It involves taking time to appreciate the landscaping. They spend more per head on food and beverage because the food and beverage is part of the event, not fuel to keep you standing in a cattle pen. As the guests value this, the parks invest in it. It is a virtuous circle.

In the UK, we have a vicious circle of "people won't pay for good food, so we serve slop, so people won't pay for it".

I think you've got the nail in the head with Spain. PortAventura is the closest European equivalent to the UK model. It has bounced between investment groups (Universal, Caixa, Investindustrial, KKR), much like Merlin. Consequently, whilst the park is beautiful (thanks to the initial Tussauds/Universal investment), the operations can be dire and the upsell for Express passes is aggressive.

Although PortAventura has extended opening hours, and cater for the continental preference of shared time together (sit down restaurants), they also heavily discount entry (often bundling it free with hotels) to get bodies through the gate, and then rely on you spending a fortune to skip the queues they have allowed to become unmanageable.

It is a very similar song, just sung in a warmer climate.

 

[Matt.GC]

What an excellent topic, and so well timed I've even dusted myself off to return to comment (sorry about that). Although I do agree somewhat with the Goose that it's not necessarily a Merlin perse question, even if their business strategy has had such a massive impact.

I'm just finishing an assignment on entry strategies into foreign markets (and I mean literally, it's open in front of me right now), and guess what the first thing that came into my head that I wanted to critically evaluate through the frameworks etc was?

That's right! - The friction that existed in the 1990's between Sega Enterprises' Japanese head quarters and their American subsidiary during the fourth and fifth generation of console gaming. Oh, and some entertainment company wants to open something in Bedfordshire apparently.

I said I was absolutely puzzled, and indeed astonished, at Universal's decision, and nearly fell off my chair when I saw that their entry method was through a wholly owned subsidiary, the first time they have ever entered a foreign market in this way. But delving into this has been thoroughly enjoyable, and it makes sense. Comcast have actually played a blinder!

But long story short, and not being too business geeky, I don't think the Golden era of investments (and later in Thorpe's case) are at all separate from the strategic path that followed. Only the more recent Merlin woes is down to just running a **** business, hence why this can't be isolated to Merlin. Even Pearson Tussauds have their finger prints all over this. They intentionally conditioned the market to where it was at, say around 2015, and the products we now have are mainly the result of this. Then add being hammered by macro environmental conditions that the business has responded poorly to in recent years and this is what we are left with.

However, this does kind of solidify a view I have that I think their parks will be fine when the big boys come to town. It wouldn't surprise me if Alton Towers was flogged off, and I still think it's decline will continue. But then we already knew we passed the point of no return on that, basically I don't think the current trajectory will change. But AT and the rest of the Merlin estate operates within a market that Universal are not interested entering.

So it'll mostly be business as usual. They're interesting, Cost Managed, cheap and cheerful amusement parks with a few theming bells and whistles and leading headliners, anchored to, and built around a subscription model. They're not THE UK theme park industry by any stretch. There is no 'Monopoly' and there never was.

But in terms of the question around UK industry perceptions? Negative of course, but that's soon to change, and who knows may even change further (blue sky I know) if Universal is a success (hint, it will be).

 

[owenstreet7]

I'm voting neutral because Merlin is considered the dominant operator in the UK and that there are no or not many parks that can offer a superior offering in the UK so people won't know any different unless it's an enthusiast or someone who's been to a park elsewhere.

Paultons is virtually unheard of outside of Peppa Pig World at current so doesn't have an impact on the public perception of theme parks yet.

 

[Bowser]

Paultons is virtually unheard of outside of Peppa Pig World at current so doesn't have an impact on the public perception of theme parks yet.

I thought Paulton's now typically had over 1 million visitors a year since opening Peppa Pig? That's hardly unheard of.

 

[Enter Valhalla]

I like Paultons, but I have always maintained that if it was in most other Western European countries, it wouldn’t be as highly regarded as it is.

 

[Zeock]

I would say that, although Merlin's dominance has stifled competition and progress in the UK theme park world, I don't think that the casual visitor would expect anything different from a theme park (they are often stereotyped as overpriced and busy, which are both applicable to Merlin parks), so the perception probably hasn't changed much.

 

[Bowser]

I like Paultons, but I have always maintained that if it was in most other Western European countries, it wouldn’t be as highly regarded as it is.

Oh certainly and not a knock on Paultons as i love their philosophy but that's just how low the standard has become in the UK compared to said countries. I wonder if they know how good they've got it!

 

[owenstreet7]

I thought Paulton's now typically had over 1 million visitors a year since opening Peppa Pig? That's hardly unheard of.

I would say that this is below the Merlin parks and possibly Pleasure Beach.

I've seen 5 million per year mentioned for Pleasure Beach but I don't believe that.

We do have to consider that Paultons is very much rooted in their child friendly reputation.

 

[Bowser]

I would say that this is below the Merlin parks and possibly Pleasure Beach.

I've seen 5 million per year mentioned for Pleasure Beach but I don't believe that.

We do have to consider that Paultons is very much rooted in their child friendly reputation.

Sure but Chessington and Thorpe Park both get around 1.5m a year so Paultons at 1m to be considered unheard of doesn't make sense to me.

Though of course i expect most people are more aware of Peppa Pig World than Paultons.

Pleasure Beach 5m a year? In this decade?

 

[owenstreet7]

Sure but Chessington and Thorpe Park both get around 1.5m a year so Paultons at 1m to be considered unheard of doesn't make sense to me.

Though of course i expect most people are more aware of Peppa Pig World than Paultons.

Pleasure Beach 5m a year? In this decade?

I stand corrected, I would say 4/5s of the visiting public to Paultons will think it's "Peppa Pig World" rather than "Paultons Park"

 

[GooseOnTheLoose]

I like Paultons, but I have always maintained that if it was in most other Western European countries, it wouldn’t be as highly regarded as it is.

You are absolutely right and I would be completely behind you, but the question posed was about the UK market and it's an example of a Europeanesque operated park. It should not be the exception to the rule, as it is perfectly pleasant and nothing special, but it is.

I stand corrected, I would say 4/5s of the visiting public to Paultons will think it's "Peppa Pig World" rather than "Paultons Park"

I'm certain that 100% of Paultons Parks visitors are buying tickets for Paultons Park, being emailed e-tickets for Paultons Park, are typing Paultons Park into their mapping service to drive to Paultons Park and are indeed visiting Paultons Park.

Paultons Park may be the home of Peppa Pig World, but it's blindingly obvious (even to the most casual of visitors) that they are visiting Paultons Park. Much in the same way that Thomas Land guests are visiting Drayton Manor Park and Zoo, and CBeebies guests are visiting Alton Towers.

What an excellent topic, and so well timed I've even dusted myself off to return to comment (sorry about that). Although I do agree somewhat with the Goose that it's not necessarily a Merlin perse question, even if their business strategy has such a massive impact.

I'm just finishing an assignment on entry strategies into foreign markets (and I mean literally, it's open in front of me right now), and guess what the first thing that came in my head that I wanted to critically evaluate through the frameworks etc?

That's right! - The friction in the 1990's between Sega Enterprises Japanese head quarters and their American subsidiary during the fourth and fifth generation of console gaming. Oh, and some entertainment company wants to open something in Bedfordshire apparently.

I said I was absolutely puzzled, and indeed astonished, at Universal's decision, and nearly fell off my chair when I saw that their entry method was through a wholly owned subsidiary, the first time they have ever entered a foreign market in this way. But delving into this has been thoroughly enjoyable, and it makes sense. Comcast have actually played a blinder!

But long story short, and not being too business geeky, I don't think the Golden era investments and (and later in Thorpes case) are at all seperate from the strategic path that followed. Only the more recent Merlin woes is down to just running a **** business, hence why this can't be isolated to Merlin. Even Pearson Tussauds have their finger prints all over this. They have purposely conditioned the market to where it was, say around 2015, and the products we now have are partially due to this, before being hammered by macro environmental conditions, and a failure to respond appropriately.

However, this does kind of solidify a view I have that I think the parks will be fine. It wouldn't surprise me if Alton Towers was flogged off, and I still think it's decline will continue. But then we already knew we passed the point of no return on that, basically I don't think the current trajectory will change. But AT and the rest of the Merlin estate operates within a market that Universal are not interested in it aiming for.

So it'll mostly be business as usual. They're interesting, cost managed, cheap and cheerful amusement parks with a few theming bells and whistles and leading headlines, anchored and built around a subscription model. They're not THE UK theme park industry by any stretch. There is no 'Monopoly' and there never was.

But in terms of the question of perceptions if the UK industry? Negative of course, but that's soon to change, and who knows may even change further (blue sky I know) if Universal is a success (hint, it will be).

I have missed you. Welcome back! 🪿

 

[Matt.GC]

I have missed you. Welcome back! 🪿

Thank you my feathered friend. Although not for long, as the light at the end of the tunnel is now finally visible, but some *** has put booby traps, spike pits, and crocodiles who haven't been fed in months in the way, and to top it off @rob666 is stood at the portal asking if I want to hear that dodgy album he recorded in the 70's with that band he setup with his mates. If I don't return in May, tell my mum I love her.

 

[rob666]

...I've seen 5 million per year mentioned for Pleasure Beach but I don't believe that....

Then don't quote it then!
Absolute cobblers numbers, full stop.

A couple of dozen really busy days a year ...so call that a quarter million.
Rarely over five thousand visitors a day otherwise, often less than a thousand on the park on termtime weekdays.

A long long way away from a sourceless five million quoted with AI.
They rarely release figures these days, for an obvious reason....far fewer punters...last figures published as far as I can see...2006!

Possibly five million about fifty years ago...before a paid gate arrived.

Between a million and two million paying punters a year is my rough estimate...on a good year.