The Sinking Ship: (Un)Love Letters to Merlin

[Towerslover]

I think scarefest has certainly been more popular this year, things picked up during the main season too but enough to drastically increase profit or guest numbers im not so sure.

 

[Matt N]

I personally reckon Alton's numbers will have increased for 2017, but judging by what Merlin has said, I think that the rest of their portfolio has not done too well. I'm thinking that Alton Towers could even reclaim the title of UK's most visited theme park in 2017 if LLW attendance decreases at all. Although LLW was rammed when I visited in August.

So; onto the subject of Merlin. I personally think Merlin has been on a bit of an awkward path since June 2015. I very much liked Merlin prior to 2015, and I still sort of do, in some ways. But I think 2015 had such a profound financial impact on the company that they sort of spiralled downwards by closing rides. I know that closing rides is bad, but they could hardly help it due to their dire financial situation in 2016 and 2017. So, now that they have recovered to an extent, I hope that they either reopen or replace the rides that were closed, and I'm optimistic that they will, and that they will replace them to a high standard. Especially since Gruffalo and (presumably from what we are seeing) SW8 have been executed to such a high standard. There isn't really any excuse for them to keep rides closed when they have recovered financially. Despite this, I still like Merlin and have faith in them to invest in wonderful new rides in the future. Of course, I have many gripes with Merlin as well. These include:

• Over-reliance on IPs as of late.
• Over-reliance on cheap gimmicks that are only good for a couple of years.
• Over-investment into accommodation.
• Park entry is a bit too expensive across the board. (I mean, come on! £54 is a tad steep for 1 person! My family of 4 people got into Paignton Zoo for £57!)

I don't want anyone to think that I hate Merlin, because I don't. I just think they are a bit misguided, and all they need is someone or something to give them a friendly push in the right direction. Also, do bear in mind that I first visited Alton in 2009, so Merlin are the only operator I've ever known at Alton.

 

[GaryH]

Biggest complaint I have with Merlin at the moment is the obvious, in your face money grabbing and lack of quality for the price paid. Anyone who has eaten in the hotel restaurants of late will testify to this. While I agree these places are known for being expensive, there once was a time where the quality of the product did tend to agree with the high price, whereas now, you get a Poundland experience for a Savoy price tag.

 

[Rick]

I enjoyed Alton more in 2017 than I did in 2016, for what that is worth.

 

[Matt N]

I enjoyed Alton more in 2017 than I did in 2016, for what that is worth.

I did too!

 

[RoyJess]

I enjoyed Alton more in 2017 than I did in 2016, for what that is worth.

Me too, but still don't justify the cuts though.

 

[AstroDan]

I also enjoyed 2017 more than 2016 but that's not saying much.

The problem for Merlin is not the entry price being too high.

It's actually... Merlin's discounting culture. Even Heide-Park do two for ones, at odds with every other German park.

Their discount culture merely serves to reduce the value of each guest entering thus cutting revenue.

Merlin seem to believe this discounting culture works. They're delusional.

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[Bert2theSpark]

I also enjoyed 2017 more than 2016 but that's not saying much.

The problem for Merlin is not the entry price being too high.

It's actually... Merlin's discounting culture. Even Heide-Park do two for ones, at odds with every other German park.

Their discount culture merely serves to reduce the value of each guest entering thus cutting revenue.

Merlin seem to believe this discounting culture works. They're delusional.

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The way the GP see it, is that they have gotten a 'good deal', It doesn't take long to realise that most of these 2 for 1 deals are the same as pre booking a ticket online (But if you tell someone this Merlin will respond with 'oh it's £2 cheaper than online and you get 1 fastrack), And it nudges them to visit the park if they get one and bringing in money for Merlin.

In my opinion I see it as pretty clever. And there a buisness they're designed to make as much money as possible.

 

[PeteB]

If they remove the 2 for 1 deal and set a realistic entry price for all, the question then arises as to how would the park be able to keep the immense amount of advertising in people's faces constantly?

For as long as I can remember, the 2 for 1's are everywhere. Always with promotional images of the parks new stuff for that year, and due to the way contradeals work, it'll be costing them little if anything at all.

With the park being such a marketing driven operation, much to it's demise, I can't see how they would be able get their message/branding to people without massive expense.

 

[AstroDan]

Alton Towers is worth £30-35. Well, I would say it is if the park was fully operating, had a couple of shows etc.

Most certainly.

But unfortunately, the average guest value as they walk through the gates is far less than £20. Yet people "think" the park is a £50+ product!?!?

Crazy. And no way to gain revenue to then spend on the park.

Discounts galore, the annual pass being used as a hard sales tool. It just doesn't work.

 

[jon81uk]

I pay £35 for Go Ape and I would say Alton Towers is worth a similar price so I agree with Dan on that. But as others say they then lose out on the free advertising on cereal boxes, soap bottles and similar.

Even with the further restrictions on the annual pass is still remains a pretty good value, compare it to the 2for1 price and you need seven theme park visits to make it worthwhile, so if you are able to get to all parks it is worth it. And actually pushing the AP less but charging more for it could be a good thing in terms of selling a more premium experience.

So they need to fix the discount stuff and invest in the right places. CBeebies hotel winning awards has shown that if you get the facilities right (toddler friendly toilets, baby baths in the rooms etc) people will appreciate it and pay for it.
Less quick to build but unsustainable stuff like I’m a Celeb is also needed. Good solid flat rides to fill out all the parks and proper shows to offer alternatives to coasters.

 

[James]

When it comes to the advertising perk on supermarket products, why not change the offer?

Drop the park price to £35-£40. Have a £5 or so voucher on cereal packets, soap bottles etc..

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[WickerManiac]

I think this stems from Merlin's lack of ambition or risk taking. The point that guests, in reality, only pay £27/28 per person when they believe they're entitled to a £50+ product is a valid one.

The company must feel safe and utterly reliant on the voucher/2-4-1 culture that if they remove it they'd risk damaging visitation. I can understand why because of the 'I have a voucher, I must use it' mentality, leading to impulse visits.

I don't think it's an easy one to call. Or perhaps like others have mentioned, reducing the headline price but producing a '£5 off voucher'.

 

[TheBolt]

They often do £5 off Sealife vouchers locally e.g. on car park tickets, so likely have a reasonable idea how well those work.
I always imagine that Legoland Windsor must make a killing from foreign tourists paying full price for tickets on the day.

 

[WickerManiac]

As we approach the annual ride line up and opening time release for AT, I'm keen to know of everyone's expectations and predictions in terms of the offering for all Merlin parks this year.

With respect to AT, they are:

• Identical ride line up
• Dark Forest to open from 11 as opposed to 10:30
• Closure of Rapids on off-peak days/evolution into a "seasonal attraction" similar to Rumba Rapids
• First ever 3:30 closure/10:30 opening
• Enterprise to be removed entirely.
• Limited ERT offering (i.e. just Nemesis and Blade).
• Subtle increase in FT and food prices.

In regards to TP:

• Colossus to remain SBNO for the entire season, labelled as "ongoing maintenance"
• I'm A Celebrity to become an up-charge attraction
• Closure of eateries; namely the Grill style one by I'm A Celeb
• Continuation of a 1 train/vehicle/car policy on off peak days, even extending into some peak days
• Increase in FT and food prices

If I were to suggest these, say in 2011, I would be laughed out of this forum. The fact that the above is genuinely my prediction demonstrates how we've come.

What do you think?

 

[Matt N]

As we approach the annual ride line up and opening time release for AT, I'm keen to know of everyone's expectations and predictions in terms of the offering for all Merlin parks this year.

With respect to AT, they are:

• Identical ride line up
• Dark Forest to open from 11 as opposed to 10:30
• Closure of Rapids on off-peak days/evolution into a "seasonal attraction" similar to Rumba Rapids
• First ever 3:30 closure/10:30 opening
• Enterprise to be removed entirely.
• Limited ERT offering (i.e. just Nemesis and Blade).
• Subtle increase in FT and food prices.

In regards to TP:

• Colossus to remain SBNO for the entire season, labelled as "ongoing maintenance"
• I'm A Celebrity to become an up-charge attraction
• Closure of eateries; namely the Grill style one by I'm A Celeb
• Continuation of a 1 train/vehicle/car policy on off peak days, even extending into some peak days
• Increase in FT and food prices

If I were to suggest these, say in 2011, I would be laughed out of this forum. The fact that the above is genuinely my prediction demonstrates how we've come.

What do you think?

I agree on some of those, but I think others are a tad pessimistic. For example, I can see Dark Forest and CCL opening at 11am as opposed to 10:30am and I can see eateries closing at Thorpe. But I personally don't see things like Colossus being SBNO for an entire season coming true, as it is one of Thorpe's major coasters. I also don't see Alton going to a 5 hour day on off-peak days, as the other Merlin properties' opening hours have remained the same. This is just my opinion, bear in mind.

As for what I personally see, I could see IAC having reduced operating hours again, possibly even permanent closure after this season. In terms of Alton, I reckon that if we're lucky, we might see Toadstool and Sub Terra reopen. We could even see the opening of CCL limited this season, if Merlin does choose to cut budgets further, as that area is gradually becoming a bit of a lost cause.

P.S. I don't want to seem like I'm purposely disagreeing with you. I'm just interested to see why you think some of the things you think.

 

[WickerManiac]

P.S. I don't want to seem like I'm purposely disagreeing with you. I'm just interested to see why you think some of the things you think.

This is a matter of opinions! I don't take anything to heart!

In terms of Alton, I reckon that if we're lucky, we might see Toadstool and Sub Terra reopen. We could even see the opening of CCL limited this season, if Merlin does choose to cut budgets further, as that area is gradually becoming a bit of a lost cause.

I am almost certain both of the rides you have mentioned will remain closed. How I would love to be pleasantly surprised!

I personally don't see things like Colossus being SBNO for an entire season coming true, as it is one of Thorpe's major coasters.

I agree it is a more extreme measure however I came to this suggestion due to the farce with the ride's "repaint", the other train having extensive repairs, and the roughness and age of the coaster. I feel like one more major costly maintenance issue, i.e. the other train needing repairs could see it's closure (see other Colossus for reference, although I hear this is now being fixed, years later).

 

[Matt N]

I suppose you're right. But Merlin have pleasantly surprised us once this year in the form of Colossos' reopening announcement, so they might surprise us again! 2018 is shaping up to be a great year for the UK, so Merlin might make it even more great by reopening some stuff now that Alton has recovered to a degree.

 

[AstroDan]

Sub Terra, 4D and Toadstool will absolutely not be opening this year.

2018 will be dire. The worst yet.

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[Matt N]

2018 will be dire. The worst yet.

Even with Wicker Man opening, which looks like what is arguably the park's best finished off attraction since Hex and a really good family woodie? Or do you mean from a cuts point of view?