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Potential New Universal UK Park

As much as their momentum is exciting and they're pumping out brilliantly executed stuff, I personally question whether Paultons will ever "beat" Towers as "the UK's best and largest theme park". Or at very least, I question whether it's the foregone conclusion that some make it out to be. I'm not saying it won't happen, but I think the hype is perhaps slightly premature at present.

For starters, their location is too poor relative to Towers, I feel. They aren't badly located per se, with Southampton and Portsmouth on their doorstep and London not being too far away, but from the standpoint of becoming a national tier theme park like Alton Towers, I think their location is slightly lacking. While they aren't that far from London, they aren't really overly close to London either, and for anyone north of Birmingham (which is not an insignificant cross section of the population), I'd wager the drive to Paultons is too far to be feasible and for the park to have much reach outside of these areas. A location like Alton Towers', or the proposed site of Universal's project up in Bedford, capture a substantial percentage of the UK population within a reasonable catchment area in a way that Paultons Park's location doesn't.

There are also a few things I think I'd want to see from Paultons before declaring that they're in contention to earn the reputation of "the UK's best and largest theme park". I personally think they'd need to widen their target demographic a little and build slightly more for older children to open themselves up to that "whole family" demographic. At present, I'd argue that the park is more of a "young family" park than a "whole family" park, and has limited appeal for families with older children.

If I'm being hypercritical, I'd also argue that I think Paultons would need to build something a little bit bolder and more daring to take Towers' crown. They are undeniably building some brilliant stuff, but I'd argue that nothing they've currently done is overly bold or daring on the countrywide or international stage. I don't necessarily mean big thrill rides, just a statement attraction that really grabs countrywide and/or international attention and tells people that Paultons Park means business. As much as people can talk about "the experience" of Alton Towers in the 90s, I think the thing that really earned them their name was those bold, daring attraction installations. Corkscrew, Congo River Rapids, The Haunted House, Nemesis, Oblivion and the like were big, bold additions that were real trailblazers and garnered huge attention. Whereas I'd argue that a lot of Paultons Park's recent additions, while excellent in terms of finish, have been a bit more on the conservative side in the grand scheme of things.
Paultons taking on Towers is unlikely, that'll be Universal's part though you can argue Drayton might be a wild card if they start taking away Towers' family market if the later keeps making it's cuts.

However I can definitely see Chessington being the one Paulton will want to beat as given both appeal for the same market albeit Paultons does appeal to the lower end of the family age at the moment, and Chessie are stumbling around like all Merlin parks, it gives Paultons encouragement to go for it.

The thing is that it isn't that the competition is getting better but rather Merlin have brought the bar low to the point in which they have frankly done more to encourage competition rather than stamp it out.
 
They're probably thinking it'll be a lot easier with Merlin doing lots of cuts.

I think by the time Universal opens, Towers will lose it's status as UK's best and largest theme park to a rapidly expanding Paultons.

Thorpe Park has it's niche with the thrills but that best all round theme park will have a lot of competition by the time Universal opens as you have Paultons, Alton, Chessington, Drayton Manor, Blackpool and Flamingo Land.

The former 4 will be in close competition for best all round theme park and that will be because Towers is losing it's importance.
Merlin are undergoing a structural reorganisation, because the economic outlook for the hospitality and leisure industry in this country, specifically with energy intensive theme parks, is dire. They aren't the only operator making tough choices either, with precious Paulton's choosing to charge for carer tickets to make up a shortfall in revenue.

The largest operator in the UK struggling doesn't mean it will be a walk in the park for any other operator considering entering the market. It means that perhaps the market isn't as fruitful, or healthy as it needs to be. Any party, including Universal, will be reassessing their plans and wondering whether making such a large commitment, specifically at this time, is worth the risk and if there's any reward to be had.

To borrow from my supermarket analogy; if Tesco were to start making similar operational cuts in their industry, it doesn't mean that Whole Foods will start being successful.
 
As much as their momentum is exciting and they're pumping out brilliantly executed stuff, I personally question whether Paultons will ever "beat" Towers as "the UK's best and largest theme park". Or at very least, I question whether it's the foregone conclusion that some make it out to be. I'm not saying it won't happen, but I think the hype is perhaps slightly premature at present.

For starters, their location is too poor relative to Towers, I feel. They aren't badly located per se, with Southampton and Portsmouth on their doorstep and London not being too far away, but from the standpoint of becoming a national tier theme park like Alton Towers, I think their location is slightly lacking. While they aren't that far from London, they aren't really overly close to London either, and for anyone north of Birmingham (which is not an insignificant cross section of the population), I'd wager the drive to Paultons is too far to be feasible and for the park to have much reach within these areas. A location like Alton Towers', or the proposed site of Universal's project up in Bedford, capture a substantial percentage of the UK population within a reasonable catchment area in a way that Paultons Park's location doesn't.

There are also a few things I think I'd want to see from Paultons before declaring that they're in contention to earn the reputation of "the UK's best and largest theme park". I personally think they'd need to widen their target demographic a little and build slightly more for older children to open themselves up to that "whole family" demographic. At present, I'd argue that the park is more of a "young family" park than a "whole family" park, and has limited appeal for families with older children.

If I'm being hypercritical, I'd also argue that I think Paultons would need to build something a little bit bolder and more daring to take Towers' crown. They are undeniably building some brilliant stuff, but I'd argue that nothing they've currently done is overly bold or daring on the countrywide or international stage. I don't necessarily mean big thrill rides, just a statement attraction that really grabs countrywide and/or international attention and tells people that Paultons Park means business. As much as people can talk about "the experience" of Alton Towers in the 90s, I think the thing that really earned them their name was those bold, daring attraction installations. Corkscrew, Congo River Rapids, The Haunted House, Nemesis, Oblivion and the like were big, bold additions that were real trailblazers and garnered huge attention. Whereas I'd argue that a lot of Paultons Park's recent additions, while excellent in terms of finish, have been a bit more on the conservative side in the grand scheme of things.
If it wasn't for the annual pass though I think Paulton may overtake Chessington. As you say Paulton won't overtake Alton Towers and is aimed at different people than Thorpe, but its a very similar park to Chessington really. The Minecraft stuff may also help save Chessington.


As for Universal I don't think there is any connection between any of the UK parks and them. Their competition will be Disneyland Paris. I expect ticket price will be higher than all existing UK parks but they will offer different experiances. Similarly in Florida Universal aren't really competing with Legoland and Fun Spot, it is Disney they set their pricing against with a smaller amount of competition from Sea World.
 
Merlin are undergoing a structural reorganisation, because the economic outlook for the hospitality and leisure industry in this country, specifically with energy intensive theme parks, is dire. They aren't the only operator making tough choices either, with precious Paulton's choosing to charge for carer tickets to make up a shortfall in revenue.

The largest operator in the UK struggling doesn't mean it will be a walk in the park for any other operator considering entering the market. It means that perhaps the market isn't as fruitful, or healthy as it needs to be. Any party, including Universal, will be reassessing their plans and wondering whether making such a large commitment, specifically at this time, is worth the risk and if there's any reward to be had.

To borrow from my supermarket analogy; if Tesco were to start making similar operational cuts in their industry, it doesn't mean that Whole Foods will start being successful.

It’s a bit of a two pronged question in my opinion - are Merlin struggling because the audience just isn’t there, or are Merlin struggling because the audience doesn’t like what they’re offering, and the answer’s probably a bit of both.

I think sometimes people can forget that theme parks aren’t just competing with other theme parks, but they’re competing with every other item of potential expenditure in a person’s life - both essential life costs and disposal income. For example, if I decided that the £100ish I spend at Alton Towers a year was no longer worth it and I was no longer going to visit, there’s no guarantee that instead I’d spend that amount visiting Drayton, Blackpool, Paultons etc. Then you start to see the whole theme park industry shrinking (obviously would need more people than just myself to think like this for that to happen 😂)

That said, as and when Universal appear in this country I’d 100% be making the trip down!
 
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Merlin are undergoing a structural reorganisation, because the economic outlook for the hospitality and leisure industry in this country, specifically with energy intensive theme parks, is dire. They aren't the only operator making tough choices either, with precious Paulton's choosing to charge for carer tickets to make up a shortfall in revenue.

The largest operator in the UK struggling doesn't mean it will be a walk in the park for any other operator considering entering the market. It means that perhaps the market isn't as fruitful, or healthy as it needs to be. Any party, including Universal, will be reassessing their plans and wondering whether making such a large commitment, specifically at this time, is worth the risk and if there's any reward to be had.

To borrow from my supermarket analogy; if Tesco were to start making similar operational cuts in their industry, it doesn't mean that Whole Foods will start being successful.
Making excuses for Merlin's handling of their portfolio is rather bizarre. They've not only been running their parks poorly for the last few years, but for approaching a decade at this point. Cuts after cuts after cuts, outsourcing, underinvesting and frankly not putting the customer experience first have been hallmarks of their tenure. This undoubtedly has a compounding effect over years, and becomes a vicious circle in which revenue gradually declines (and lowering reputation and reviews circulate) as people quite simply don't bother to return due to the declining experience.

Theme parks can be run well, even in 2025, and if the offering and the marketing is up there and is quality - people will fork out and pay. Why do people pay in their droves to take expensive flights to Orlando, or to a lesser extent travel to Paris for DLP? Because it's worth it - whereas the dross available here isn't. Universal, in my mind, will have absolutely no doubt that their proposal will be a success - they have run parks for decades, almost all with huge success and with continuous significant investment. They couldn't be further away from Merlin.
 
Making excuses for Merlin's handling of their portfolio is rather bizarre.
I haven't made any excuses for Merlin's handling of their portfolio. I've written about general economic decline within the market, and alluded to increased energy costs, which every UK theme park operator has mentioned as a point of concern in their annual returns.
Why do people pay in their droves to take expensive flights to Orlando, or to a lesser extent travel to Paris for DLP? Because it's worth it - whereas the dross available here isn't.
Whilst I appreciate that a relatively privileged few can make expensive trips to these parks, the parks would not be able to sustain themselves on overseas visitors alone. A healthy and regular domestic market is needed to keep the park afloat.

My general point was that the largest player in any market struggling would give upstarts, or new players in that market, pause and reconsideration about joining. It certainly doesn't guarantee success.
 
Whilst I appreciate that a relatively privileged few can make expensive trips to these parks, the parks would not be able to sustain themselves on overseas visitors alone. A healthy and regular domestic market is needed to keep the park afloat.
I don't think Alistair was saying that a Universal park here would need to rely on international visitors. More that a considerable number of Brits do travel out to the likes of Florida and Paris for Universal and Disney parks, which offer a far better product than any theme park we have here in the UK. So actually having a high quality Universal park in the UK means such an attraction is accessible to more people who would like to visit one but do not have the means to travel abroad to do so.

Markets change all of the time, and we could be in a very different place come the time a Universal park was set to open. They've clearly already identified that the UK is the most appropriate market for them to open a European theme park, and I don't see them changing their minds on that. That's not to say that there aren't other factors that could prevent this from happening.
 
They've clearly already identified that the UK is the most appropriate market for them to open a European theme park, and I don't see them changing their minds on that.
That's also not what I've been saying. I've been specifically responding to the original proposal that Merlin struggling would be more of an encouragement for Universal to press ahead.
Well then, this post is aging like wine given news of more Merlin cuts...honestly just the mere sight of Merlin crapping the bed is likely encouraging Universal to go for it.
My argument is that, in any industry, whenever the largest player has a wobble everyone else starts to re-evaluate their position and plans. It doesn't make anyone more gung-ho to press ahead, it makes them more cautious and reserved, it'll bring in some reconsideration of proposals. I haven't said that they'll change their mind (if they've even made it up yet).
 
If it wasn't for the annual pass though I think Paulton may overtake Chessington. As you say Paulton won't overtake Alton Towers and is aimed at different people than Thorpe, but its a very similar park to Chessington really. The Minecraft stuff may also help save Chessington.


As for Universal I don't think there is any connection between any of the UK parks and them. Their competition will be Disneyland Paris. I expect ticket price will be higher than all existing UK parks but they will offer different experiances. Similarly in Florida Universal aren't really competing with Legoland and Fun Spot, it is Disney they set their pricing against with a smaller amount of competition from Sea World.
If I’m going to universal chances are I’ll be starting over and it’ll be a two day thing for me personally, I can’t say I’ve ever done that for any other park. Not even Alton but that’s mainly down to living so close. Even so, I don’t think any UK parks atm are two day parks.
 
If I’m going to universal chances are I’ll be starting over and it’ll be a two day thing for me personally, I can’t say I’ve ever done that for any other park. Not even Alton but that’s mainly down to living so close. Even so, I don’t think any UK parks atm are two day parks.

AT is a two day park but sadly not by design.
 
AT is a two day park but sadly not by design.
It's a two day park because it's so spread out and because rides constantly break down

It's easier to get around Thorpe, Paultons, Drayton, Chessington and BPB. It's even easier to go around Europa Park 🤔
 
Let’s be honest here—there’s going to be a massive influx of visitors to Universal GB when it opens. I’d even bet that people who’ve never stepped foot in places like Alton Towers or other UK theme parks will be lining up to visit. The UK theme park industry has been stagnating for years. Sure, we get the occasional new ride, but beyond that, the whole experience is seriously lacking. The food offerings are frankly awful, the entertainment options are limited, and what’s available tends to feel outdated, cheesy, and cringeworthy. Immersive environments are often underwhelming and done on the cheap, with a noticeable lack of attention to detail. And let’s not even get started on the opening hours, which are far more restrictive compared to theme parks around the world. The UK parks’ offerings have been drying up for years, and people have started to notice.

When Universal GB finally opens and addresses all of these long-standing issues, it’s going to draw people in like never before in the UK. Universal has the chance to completely overhaul the UK theme park experience, and I can easily see crowds flocking in from all over the country. Add to that the massive media coverage the park will undoubtedly receive at launch—everyone will know about it, and many will want to see it for themselves, not to mention the international tourists that will be attracted to such a high-profile destination.

What’s more, I strongly disagree with those who argue that Universal’s opening won’t have a significant impact on other UK parks. The reality is, for most people—especially those who aren’t theme park enthusiasts—visiting a park is something they do once or twice a year. When given the choice between Universal, with its massive IP attractions like Super Nintendo World, Harry Potter, Jurassic Park, and more, and the current state of UK parks, it’s no surprise people are going to choose Universal. The amount of value Universal offers even in Orlando compared to Disney World, and here in the UK I think prices will be less than the USA , Visitors will get more out of their experience at Universal, with world-class attractions, top-notch theming, good themed food and a much more comprehensive experience overall compared to parks like Alton Towers.
 
Most likely this is for more extensive surveying/core sampling to take place around the site. With the potential of some sort of announcement comes more people heading to the area too, you don’t want people wandering around and getting an injury from tripping in those holes that are dug or messing with equipment on site.

That’s a good thing, because it does likely mean that they’re generally happy to go ahead and fork out more money to kick off the planning process.

Again though, and I can’t keep stressing this enough, it doesn’t mean that they can just kick off construction. The resort must go through the planning process regardless of popularity. There’s no secret deals to skip this process.

I was at the site this morning chatting to the postie when a chap appeared in a nice clean orange jacket. He is on site to enable securing of the site from trespass. Said that they'd seen videos of people even lifting drain covers on site, people in the derelict building and illegal use of drones - we discussed both my drones, I had my 249 and heavier drone in the car, and their use around the site. He was clearly knew more than he was letting on but we chatted for around 15 minutes about the project and the benefits to the local economy.

Photo from the site today, the excavator appears to have left, no further deliveries have been made.

DJI_0231.JPG
 
...What’s more, I strongly disagree with those who argue that Universal’s opening won’t have a significant impact on other UK parks. The reality is, for most people—especially those who aren’t theme park enthusiasts—visiting a park is something they do once or twice a year. When given the choice between Universal, with its massive IP attractions like Super Nintendo World, Harry Potter, Jurassic Park, and more, and the current state of UK parks, it’s no surprise people are going to choose Universal...
We don't know which park visitors are going to select, a full decade before the park (probably) opens...
Rich people will visit Universal.
The less well off will continue to visit all the other parks, especially when you consider a single trip to the new park will cost the same as a Merlin annual pass, which covers about 200 days at theme parks, not one.
A very large number of possible visitors in this country will be priced out of the market, simple.
This will be an expensive attraction.
Universal have no interest in skint people with flasks of hot dogs, that is a separate market they have no interest in...now well covered by Merlin.
 
when you consider a single trip to the new park will cost the same as a Merlin annual pass,

I don't think this is a likely scenario. Even Disneyland Paris rarely hits this price except the most popular peak days, which the cheapest MAP you reference doesn't cover anyway so not a fair comparison point.

Outside of what i imagine are very rare on the day ticket purchases, a visit to a Merlin park is typically between £30-40. I imagine just like their other single parks in Asia it's more likely Universal here would price between £60-70 (or whatever the equivalent prices will be at the time).
 
He was clearly knew more than he was letting on
I'm sure that the local supplier of temporary fencing is sitting in on the negotiations between the government and Universal...

The owners of the land will want to ensure that people aren't abusing their property, damaging it, or in a position where they could cause harm to themselves as others. Universal will need to prevent access to ensure there aren't any pesky liability claims made against them, incase something does go wrong, or someone hurts themselves.
 
I don't think this is a likely scenario. Even Disneyland Paris rarely hits this price except the most popular peak days, which the cheapest MAP you reference doesn't cover anyway so not a fair comparison point.

Outside of what i imagine are very rare on the day ticket purchases, a visit to a Merlin park is typically between £30-40. I imagine just like their other single parks in Asia it's more likely Universal here would price between £60-70 (or whatever the equivalent prices will be at the time).
The on the day price for Alton Towers now is about £70.

Problem in the UK is everyone is so used to turning up to our theme parks with an empty packet of crisps or some vouchers from a newspaper and getting in for free they've lost perspective of how much going to a theme park should be.
 
The on the day price for Alton Towers now is about £70.

Problem in the UK is everyone is so used to turning up to our theme parks with an empty packet of crisps or some vouchers from a newspaper and getting in for free they've lost perspective of how much going to a theme park should be.
I'd argue that Merlin has also lost perspective of what a theme park should be. People will pay Universal Prices because of the quality of the product, Merlin have consistently devalued Thier own offering so vouchers are essential for getting people to turn up.
 
I'd argue that Merlin has also lost perspective of what a theme park should be. People will pay Universal Prices because of the quality of the product, Merlin have consistently devalued Thier own offering so vouchers are essential for getting people to turn up.
...or dirt cheap season passes for less than a hundred quid.
Back to the six flags chase to bargain basement.
What do you expect for peanuts?
 
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