Alton Towers (Merlin Entertainment) – Mission/Vision Statement
Our Vision
To become the world wide leader in branded, location based entertainment.
Alton Towers (Merlin Entertainment) – Aim
Our Strategy
To create a high growth, international, family entertainment company with strong brands and a portfolio
that is naturally hedged against external factors such as weather or localised market conditions.
Alton Towers (Merlin Entertainment) – Objectives
Organic growth
Continuing planned and predictable capital expenditure cycles appropriate to each Operating Group will
provide the main drivers to growth across our existing estate. This will be complemented by strong price
and yield management strategies based on continually improving guest experience.
Rolling out proven chainable brands internationally
We have strong, internationally recognised brands in LEGOLAND Discovery Centres, Madame Tussauds,
SEA LIFE, Dungeons and the "Eye" which is the brand we are using to build our portfolio of "observation"
attractions. We have the development skills internally to identify, secure and build 6 or 7 new Midway
Attractions every year.
Destination positioning
We intend to position all our themeparks as short break destinations in order to optimise their market
reach and asset utilisation. Hotels and/or holiday villages are a clear market signal in achieving this and
we plan to add new developments to our existing estate of six hotels and two holiday village on an
ongoing basis. Additionally we will introduce second gate attractions from our Midway portfolio - like the
recently opened SEA LIFE centres at LEGOLAND California and Gardaland.
Development of LEGOLAND Parks
We are looking to build on the unique positioning of our LEGOLAND theme parks. LEGOLAND Florida has
recently opened in October 2011 and LEGOLAND Malaysia is currently in development and due to open in
September 2012.
Acquisitions
The visitor attraction market is highly fragmented and we consider ourselves well placed to take
advantage of consolidation opportunities that will enhance our strategic aims.
Our number one priority
The delivery of memorable experiences to our millions of visitors underpinned by constantly monitored
visitor satisfaction, world class people development strategies, and the very highest customer service and
Health & Safety standards.