The local council in Blackpool has signed up global visitor attractions operator Merlin Entertainments to manage the redevelopment and operations of the Louis Tussauds Waxworks and Blackpool Tower complex when it formally takes over the businesses in autumn 2010. In a bold move, the Council has completed the purchase of the Winter Gardens, the Golden Mile Centre, Louis Tussauds and Blackpool Tower buildings. The purchases have been made possible following successful bids for European and Government funding and £10m from the Council’s own funds. The Winter Gardens will be operated alongside Blackpool’s three landmark Piers by Crown Leisure as part of the deal.
Blackpool is confident that this is a fantastic deal securing long-term investment in the resort and is the conclusion of several weeks of negotiations. The Council is ambitious for Blackpool and Merlin is absolutely the right choice. Merlin is a worldwide corporation and the biggest leisure name in Europe and the UK, and they will be bringing some of the worlds most iconic attractions to Blackpool. Merlin’s current UK portfolio consists of the Alton Towers Resort, Thorpe Park, Warwick Castle, the Dungeons, Madame Tussauds, the London Eye and Legoland. The company also operates the world’s leading aquarium brand – SEA LIFE, including the successful attraction on Blackpool Promenade.
The new plans shape part of the Council’s vision to make an interesting, first class leisure destination for the future and Merlin’s expertise and brands are viewed as key to attaining this. As part of the contract, Merlin will not merely bring an exciting new Dungeon attraction to the Blackpool Tower; but also utilize its knowledge in operating the famous London Eye to develop the existing observation platform at the pinnacle of the Tower into an exciting innovative “Eye’ branded experience, including a 4D cinema preview show. Also, the current Louis Tussauds wax attraction will be developed into another UK Madame Tussauds, including all the interactivity and high quality figures associated with this exclusive brand. As a listed building, the present restoration programme for Blackpool Tower itself will go on; and the well-known Ballroom and Circus will be retained and are predicted to be in huge demand in the future to host a programme of exciting new events.
These investment plans may possibly attract an additional eight hundred thousand visitors every year producing up to fifty five million pounds more spend right across the resort. Enhancements to the conference facilities at the Winter Gardens, home to the Opera House, are additionally intended which aim to attain a mid-tier conferencing resource intended to draw additional business tourism trips and events to the town pulling in an estimated 250,000 visitors. This is a vastly impressive and ground breaking initiative by Blackpool Council, and a measure of just how seriously they take the future rejuvenation of the town. From 2011, no other UK centre other than London will be able to offer visitors such a unique and broad mixture of international attraction brands. This will help take what is already one of the best loved and iconic beach resorts in Europe into the premier league.
Merlin already have a long term connection with the resort through SEA LIFE, and the Tower complex offers a very interesting and distinctive location for several of their internationally known attraction brands. Given their experience to date, and the Council’s exciting regeneration strategy, they believe that this collaboration will offer considerable marketable reward for both Blackpool and Merlin; however most importantly genuine benefits for future visitors to the town. This is a daring but essential initiative which supplies the greatest potential system for strengthening the destination role of the town. This will result in a significant increase in employment and customer numbers and will no doubt fuse together all the other valuable projects and programmes that are intended to make Blackpool an alluring location to live, visit and invest.
Small businesses in Blackpool and Hotel owners have welcomed the news saying it will put Blackpool well and truly back in the tourism spotlight for families from all over the British Isles. This is an amazing opportunity for the resort to truly harvest the benefits from getting such major brands working in the region. The deal will see Merlin sell the Blackpool attractions across the United Kingdom and also in Europe helping to elevate Blackpool’s profile as a tourist resort.