A series of operational changes have been implemented at UK attractions operated by Merlin Entertainments.
There have also been been nudges up of some pricing in an attempt to increase revenue in the final weeks of the 2024 season.
In one example, Thorpe Park’s car parking fee has recently increased by 20%, to £12.
As well as operational hours cuts at Alton Towers in particular, there has been a move to off-peak closures of some rides.
This is most prevalent at Chessington World of Adventures, but more recently at Thorpe Park, where the Rumba Rapids is now closed for the season.
Alton Towers own rapids also close this weekend, a month before the end of the park’s 2024 season.
Late opening of rides at Thorpe Park and Alton Towers have also been introduced – a type of staggering more akin to a coastal park out of peak season.
There is a likely trend of looking to increase margins from the people that are more likely to visit regardless – largely the annual pass holder.
Discretionary spend falling
Meanwhile, Blackpool Pleasure Beach recently increased its season pass to £220.
That attracted some criticism, but again, it is consistent with targeting the most keen visitors.
The Lancashire attraction quickly had to offer a 24-hour sale on renewals following considerable criticism.
It is obvious that the British public’s discretionary spend has dried up as a result of the cost of living increases of recent times.
This seems to have peaked in 2024, and UK theme parks have seen reduced takings as a result.
This Halloween and end-of-season period represents a final chance for Merlin to recover 2024’s overall sales performance.
If the company later decides to double down on its most enthusiastic visitors, there could be a significant pricing review of its annual passes going into 2025.
As it stands, the off-peak Discovery pass had has its value decreased in the effective removal of 11 days from Alton Towers operating calendar next year.
The Staffordshire theme park will be closed on Mondays through Thursdays in the first two weeks of its season next March.
A late Easter is likely to have played a part in that decision.
Food and drink pricing
On food, there is also evidence that catering contractor Aramark has gone a little too far on pricing.
The controversial £9.50 hotdog, which attracted significant social media coverage, has now been supplemented by a £5.00 smaller version.
When guest budgets are tight, food is an obvious area on which to cut back.
Eating establishments have often seemed quieter during 2024, amidst significant price rises and reductions in both offering and quality.
Other changes have also attracted unfavourable attention, such as coffee machines that offered multiple options being replaced with flasks of what is likely to be cheaper instant coffee.
An increased use of third parties – particularly at Thorpe Park and Chessington – have also seen the number of outlets accepting annual pass discounts dwindle.
Guests are increasingly voting with their feet and/or wallets, and Merlin has been left with a narrower field of options on which to increase its margins.
Previously this has been referred to as “resetting” of an attraction’s cost base.
In reality, it is an initiative in which attempts to simultaneously increase takings from certain areas, and reduce costs by making cuts in operations.
Regular visitors the target
Halloween scare mazes have now been bundled into packages, with the old models of entry being included in park admission long gone.
Again, this is how the most regular and enthusiastic visitors have become a focal point from which to increase takings.
It seems the more casual visitor has turned away in large numbers, at least for the moment.
But of course even the most enthusiastic guests have to be willing to part with their money.
With the exception of food and drink, many if not most are prepared to pay.
This includes the recent explosion in merchandise and souvenir-type items such as pieces of Nemesis’ track or Duel blasters being sold for three-figure sums.
There is certainly a market for such bespoke things.
But perhaps the ‘average guest’ and overall visitor numbers – at least for this season – have almost been given up on.