The Merlin VIP Annual Pass

Discussion in 'European Parks and Attractions' started by Rob, 24th Oct 2017.

  1. Craig

    Craig TS Administrator Team Member

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    As I already talked about, I have no doubt they made a lot of money from the pass. However, how much of that translated into profit considering the costs involved in running the product? Most importantly, how much did it cost each individual attraction to service VIP passholders and what did they get from Merlin as a group in return?

    Every single point I mentioned in my post has a cost attached to it - a cost which each attraction would bear the brunt of for each visit. That's not tosh, that's simple fact. There has to be a reason they got rid of the pass, and Merlin being Merlin cost will be the factor. If Merlin made so much profit from each passholder, they'd be telling themselves and the attractions to suck up the complaints and issues they've had and deal with it - that's clearly not the case.
     
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  2. bluesonichd

    bluesonichd TowersStreet Member

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    How much does it cost to service any paying or Passholder guest who visits.
    Towers box office is always full of people complaining, issuing out free return tickets. Free fastracks. Margic money vouchers.
    The cost of running the Vip pass would have bed. No different to the cost of running the map pass or the cost or running the day entery people.
     
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  3. Islander

    Islander TowersStreet Member

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    If your logic is correct though, for what business reason would you feel they scrapped the pass?


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  4. Poopoohead

    Poopoohead TowersStreet Member

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    I think the park specific annual fast tracks at around £500 will be the reason. Just hope this doesn’t destroy the premium MAP pricing or current benefits which is really good value for a family
     
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  5. Craig

    Craig TS Administrator Team Member

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    I'm not saying all other customers cost nothing to service in terms of queries/complaints. As people pay more for a product, their propensity to complain generally increases - and rightly so. You pay more, you expect more. As a result for example, you'll likely have a larger percentage of PMAP holders complaining than standard pass holders. That's happily soaked up because of the higher cost of the pass and the number of complaints relative to the number of passholders is still relatively small.

    Looking at VIP passholders, the number of pass holders is considerably smaller, so the percentage of them complaining will be inherently higher. So the averaging out the cost of dealing with those complaints will be much much higher than a standard ticket holder or a passholder. That's likely one of the cost factors for the pass going.

    There are massive differences to the costs of a VIP pass to a MAP/Season Pass or ticket holder. Complaints are actually a small part of the point I was making. As a premium passholder for example, on a visit to Towers I don't:
    • Have someone dealing with my prebooking to visit. There is a staffing cost associated with this.
    • Have someone meeting me at the gate on the day. The staff may be there, but this takes them away from their usual duties on the turnstyles, or on busy days they may need someone on the gate permanently.
    • Have someone issue me a fastrack wristband. Don't forget the cost of that band must somehow be accounted for.
    • Have an Express parking space, a space which is removed from a potentially full paying guest. Yes, I get free parking, but standard spaces are plentiful and aren't in short supply like Express is.
    • At the end of the season have inclusive maze tickets and special events such as the VIP area at Fireworks. Again, all this has some sort of cost attached to it.
    You may argue some of the above such as staff accounts to mere minutes for them to deal with, but everything has a cost which must be accounted for somewhere along the line. Multiply those additional costs against the number of VIP passholders and their multiple visits a season and that £725 cost very quickly gets eaten into (if the individual attractions even see any of that money in the first place!). Add the cost of dealing with queries and complaints to that, and you soon realise that pass was a bit of a bargain in the grand scheme of things!
     
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  6. AstroDan

    AstroDan TS Forum Team Team Member

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    The fact is Merlin are getting rid. There are 500 VIP holders. In the bigger picture, they are irrelevant to the business.

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  7. bluesonichd

    bluesonichd TowersStreet Member

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    :rolleyes:
    Many passholders know the probably true reason it went
    It’s not something I’m going to talk about on a public forum so I’m can’t make a valid counter argument

    The pass is gone. End off

    Wait till next year till something better or worse comes along, depending on which side of the fence you sit.
     
  8. Dave

    Dave TS Founding Member

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    Ahh the “i have run out of arguments so [insert cryptic reason here]” response :D

    I agree with Craig on this, there might be other background complications that helped make the decision but ultimately the income the VIP pass generated did not provide enough profit for the business due to running costs.
     
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  9. bluesonichd

    bluesonichd TowersStreet Member

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    People commenting on how the Vip pass opereated how it cost loads to run and all
    And none of these people actually had a Vip pass so have no clue how things were.
    Just their hatred for the pass fueling their misguided comments.
     
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  10. AGL

    AGL TowersStreet Member

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    It was massively underpriced. That was the problem, imo.
     
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  11. yoursilentface

    yoursilentface TowersStreet Member

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    True

    I wouldn't have minded one for me and my family if I'm honest... just for a year though

    We wouldn't have worn VIP pass hoodies or worn them around our necks though that's for sure
     
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  12. Rick

    Rick TowersStreet Member

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  13. imanautie

    imanautie TowersStreet Member

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    One of upset.

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  14. AGL

    AGL TowersStreet Member

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    I’ve got a premium annual pass - but don’t wear it like a badge of honour. What’s that all about?
     
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  15. imanautie

    imanautie TowersStreet Member

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    Merlin advised VIPs to wear lanyards.

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  16. Rick

    Rick TowersStreet Member

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    It's about you being normal.
     
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  17. AGL

    AGL TowersStreet Member

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    Well that can’t have helped.
     
  18. Ryan B

    Ryan B TowersStreet Member

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    I must say, the reaction of them Facebook VIP groups were fantastic! I've never seen as much uproar in recent years.
     
  19. delta79

    delta79 TowersStreet Member

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    I do like a craig post that starts 'i have had a day or two to think about this'



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  20. Dave

    Dave TS Founding Member

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    You don’t need to a VIP pass to observe how the thing worked. It’s not like they kept it a secret.
     

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