Alton Towers (Merlin entertainment)
Their mission/vision is to become the worldwide leader in branded, location based entertainment and “To make Britain happy”.
Their aim is to create a high growth, international, family entertainment company with strong brands and a portfolio that is naturally hedged against external factors e.g. weather or localized market conditions.
Their objectives are: 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 recognized brands in LEGOLAND Discovery Centers, 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 theme parks as short break destinations in order to optimize their market reach and asset utilization. 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 centers 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.
Key Stakeholders to Alton Towers
Internal- Managers, workers, owners
External- Local community, suppliers, financiers, government, pressure groups, customers, owners
The key stakeholders influence these decisions/plans because the main purpose of an entertainment type business is to keep everyone happy and for them to return to the amusement parks.