The Business of Leisure 2009
Alton Towers Resort as a Business
The Merlin Entertainments
Group
Alton Towers Resort
Mission Statement
• A company mission reflects what we want to be from a
business perspective
• Alton Towers Resort is part of the Merlin Entertainments
Group, the leading name in location based, family
entertainment, which has seen the most successful and dynamic
growth of any company in the sector over the last five years.
• The world’s second largest visitor attraction operator, Merlin
aims to deliver 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
13,000 employees
Alton Towers Resort
Vision
• From a guest perspective, you want to know what you
can expect from our attractions.
• Therefore our vision is what we want customers to
experience and relate to
“Fantastical Escapism
&
Making Britain Happy”
Alton Towers Resort
Company values
• To deliver fantastical escapism, all of our
employees are expected to demonstrate the
company values
–
–
–
–
Forever Forward
That’s Entertainment
All for one
Facing Reality
Alton Towers Resort
Goods & Services
•To further deliver Fantastical Escapism,
the business of Alton Towers Resort
offers a range of goods and services.
These are defined as follows:
– Goods
– tangible things you can touch
– Services
– – intangible and what people do for you
Alton Towers Resort
Goods & Services
Making a Profit
• All of the Goods and Services we provide cost money.
Other examples of Alton Towers Resort costs include:
–
–
–
–
Staff wages
Raw materials
Advertising Costs
Electricity/Power costs
• To cover these costs, a business sells the goods or services
it provides. This is known as income or revenue. The
money left after all costs have been taken into account is
the profit.
Making a Profit
The revenue at Alton Towers Resort is
categorised in two ways, Primary and
Secondary:
– Primary;
– Theme park admission & Hotel
stays, Water Park and Extraordinary
Golf admission.
– Secondary;
– Goods and services which are not
included in the main ticket price.
Once revenue made is
greater than the costs, a
business will make a Profit.
Making a Profit
• To maximise sales and make a greater
profit, Alton Towers Resort must not
only attract new customers but ensure
it’s existing customer base will remain
loyal.
• We ensure the goods and service we
offer deliver “Fantastical Escapism”,
as it’s harder to attract new customers
than to retain existing customers.
• When here we encourage guests to
make the most of their experience by
extending their one day visit to
incorporate a hotel stay, or play a
round of Golf.
Customer Satisfaction
• To ensure we are offering
the correct goods and
services we conduct Market
Research which provides
feedback from our guests.
• From this we can identify
what we need to develop to
ensure our Target Market
return and recommend us to
others
2007 STATS
overall enjoyment of Resort experience 8.7 out of 10
Customer Service- 8 out of 10
13% of guests were visiting us for the first
time and 28% of respondents visited us
the previous year
Q Spoilt my day – 27%
2008 STATS
overall enjoyment of Resort experience 8.9 out of 10
Customer Service- 8.3 out of 10
13% of guests were visiting us for the first
time and 29% of respondents visited us
the previous year
Q Spoilt my day – 25%
Re-investing Profits
• In order to develop our goods and
services, it is vital to re-invest the profits
we make.
• The amount we invest every year varies
depending on the needs of our target
market.
• 2010 Return of the Thrill seekers with
• SW6……………….!?
Re-investing Profits
2010
SW6
£15m
1990
Family
rides
£10m
1994
Nemesis
£12m
2009
Sharkbait
Reef By
SEA LIFE
1996 1st
Hotel
£20m
Alton
Towers
Resort
1998
Oblivion
£14m
2008
Mutiny
Bay
2006
Family
Rides
£4.5m &
£2m
2003
2nd Hotel
£40m
2002
Air £13m
Alton Towers Resort
Organisational Structure
• Decentralised structure
which sets out
• Job Roles
• Levels of authority
• Channels of
communication
Directors or Owners
Senior Managers
Middle Managers
Junior Managers
Support Staff
Alton Towers Resort
Internal Departments
Central
Administration
Conference
& Events
Customer
Services
Sales &
Marketing
Retail
Rides
Costume
Alton Towers
Resort
Hotel
Entertainments
Tech
Services
Finance
Health &
Safety
HR
Guest
Services
Medical &
Security
Conclusion
• We started today looking at our company mission and Resort vision of
Fantastical Escapism and how these are delivered through a set of company
values.
• We have established the difference between goods and services, using key
examples at Alton Towers Resort, and touched on the value of customer
research in helping us to develop these goods and services.
• We have explored how to make a profit , and the importance of this to reinvest for the future growth of our business.
• We have looked at organisational structures and levels of authority within
them, highlighting the de-centralised structure at Alton Towers Resort.
Any Questions?
Thank You