subject: Blackpool's Economic Revolution [print this page] The local council in Blackpool has signed up global visitor attractions operator Merlin Entertainments to administer the redevelopment and operations of the Blackpool Tower complex and Louis Tussauds Waxworks once it actually takes over the organisations in late 2010. In an ambitious 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 achievable 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.
This is a fantastic deal for Blackpool securing long-term investment in the resort and is the culmination of several weeks of negotiations. The Council is ambitious for Blackpool and Merlin is absolutely the right choice. Merlin is a worldwide company and the major leisure name in Europe and the UK, and they will be bringing some of the worlds most iconic attractions to Blackpool. Merlin's existing UK portfolio comprises the Alton Towers Resort, Warwick Castle, Thorpe Park, 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 plans form part of the Council's ambitions to create an exciting, world class leisure resort for the future and Merlin's expertise and brands are viewed as key to accomplishing this. As part of the deal, Merlin will not merely bring a thrilling new Dungeon attraction to the Blackpool Tower; but also utilize its experience in operating the famous London Eye to develop the existing observation platform at the pinnacle of the Tower into an exciting new 'Eye' branded experience, as well as a 4D cinema preview show. Additionally, the current Louis Tussauds wax attraction will be transformed into another UK Madame Tussauds, including all the interactivity and high quality figures connected with this unique brand. As it is a listed building, the present repair programme for Blackpool Tower itself will continue; and the famous Circus and Ballroom will be retained and are expected to be in great demand in the future to host a programme of exciting new events.
These investment plans may possibly attract an extra 800,000 tourists each year generating up to fifty five million pounds more spend right across the town. Enhancements to the conference amenities at the Winter Gardens, home to the Opera House, are additionally intended which endeavour to achieve a mid-tier conferencing facility intended to attract extra business tourism visits and events to the resort pulling in an estimated 250,000 visitors. This is a very innovative and ground breaking initiative by Blackpool Council, and a measure of just how seriously they take the future regeneration of the town. From 2011, no other UK centre other than London will be able to offer guests such a unique and broad assortment of international attraction brands. This will help take what is already one of the best loved and iconic seaside resorts in Europe into the premier league.
Merlin already have a long term association with the town through SEA LIFE, and the Tower complex gives a very exciting and distinctive position for quite a few of their internationally recognized attraction brands. Given their experience to date, and the Council's exciting regeneration strategy, they believe that this partnership will present considerable marketable reward for both Blackpool and Merlin; but most importantly real benefits for future site visitors to the resort. This is a bold but required initiative which provides the greatest potential platform for strengthening the destination role of the town. This will result in a considerable increase in jobs and customer numbers and will fuse together all the other valuable initiatives and programmes which are designed to make Blackpool an attractive location to reside, visit and make investments.
Hotel owners and small businesses in Blackpool have welcomed the news saying it will position Blackpool back in the tourism spotlight for families from all over the British Isles. This is an amazing chance for Blackpool to truly harvest the benefits from getting such key brands operating in the area. The deal will no doubt see Merlin sell the Blackpool attractions throughout the UK and also in Europe helping to raise Blackpool's profile as a visitor resort.
