Merlin Entertainments Group is the leading name in location based, quality family entertainment. Now the world’s number two visitor attraction operator, it aims to deliver unique, memorable and rewarding experiences to its 30 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and employees. Merlin has 51 attractions, in 12 countries, across three continents – Europe, North America and Asia – and employs over 13,000 staff.
The Facts :
World number two - second only to Disney
Number one visitor attraction business in Europe
40 million visitors in 2009
51 indoor/outdoor attractions in 12 different countries (including USA) - midway, day trip and destination attraction concepts:
23 SEA LIFE attractions + 3 Marine Sanctuaries:
4 LEGOLAND theme parks - Billund, Denmark; Windsor, UK Gunzburg, Germany; California, USA
6 Madame Tussauds - London, New York, Las Vegas, Amsterdam, Hong Kong, Shanghai (Washington to open October 07 / Hollywood - Autumn 08)
British Airways London Eye, UK - iconic London visitor attraction and landmark
5 Dungeons - London, York, Edinburgh, Hamburg, Amsterdam
Gardaland theme park, Italy's number one theme park
3 UK theme parks:
Heide Park, Germany
Warwick Castle, UK
Earth Explorer, Belgium
Aquatica Waterpark, Italy
New concept - LEGOLAND Discovery Centre opened in Berlin in April 2007
6 hotels - LEGOLAND Billund; Alton Towers, UK (two); Chessington World of Adventures, UK (opens June 2007); Gardaland, Italy; Heide Park, Germany (opens July 2007)
Exciting potential - for growth and continued success
Merlin Entertainments Group intends to continue its aggressive growth plans for all the brands. This includes:
maximising potential of existing attraction sites with new rides/features
rolling out new sites for Madame Tussauds, LEGOLAND Discovery Centre, SEA LIFE and Dungeons into suitable locations across Europe, USA and beyond
developing existing sites into true destination resorts - with the inclusion of hotels and other attractions
stretching the brands into new areas and attractions concepts - such as the LEGOLAND Discovery Centre (the first of which opened in Berlin in April 2007)
Merlin attractions...
have a broad customer base - with attractions aimed at families, teens and young adults
consistently achieve 90% or above on guest satisfaction and recommendation
operate strong ethical/environmental policies - in management of animals and sea creatures
Merlin has a portfolio of market-leading, resort-led theme parks, including UK No 1/2 - Alton Towers and Thorpe Park; Italy's No 1 - Gardaland; and the four LEGOLAND parks in the USA and Europe.
Emphasis on fun learning' in key attractions, for example - LEGOLAND, SEA LIFE, Dungeons, Warwick Castle, Madame Tussauds
Effective development budgets and personnel delivering quality attractions at costs well below most competitors
Merlin People...
Strong senior management team - with proven experience in the sector, and day to day influence in the business - led by CEO Nick Varney
Operational management of the attractions is split into three divisions - Midway Attractions, including MT, SEA LIFE, London Eye and the Dungeons; LEGOLAND (4 x sites); and Resort Theme Parks
Merlin Entertainments Group is the leading name in location based, quality family entertainment. Now the world’s number two visitor attraction operator, it aims to deliver unique, memorable and rewarding experiences to its 30 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and employees. Merlin has 51 attractions, in 12 countries, across three continents – Europe, North America and Asia – and employs over 13,000 staff.
