“We are an antidote”: The head of the owner of Legoland to excite the entertainment gardens in the world of technology Entertainment gardens
ARTIFICIAL intelligence is about to raise business models for companies all over the world, but when it comes to the World Park of $ 100 billion (73 billion pounds), suspense from “large metal” chat is still the largest clouds.
Fiona Eastwood, the second largest operator in the sector, says that in a world -dominated world, real experiences are the ones that provide families “antidote to phones and digital technology.”
“Tech is definitely a role, but you cannot overcome the experience of height, speed, large minerals and that experience of real life – because if it is not a cautious technique, it can be everywhere.”
Eastwood, which includes a list of 130 attractions in 22 countries, remembers nearly ten Legolands, Turb Park and Alton Towers, giving up virtual reality headphones on the Galactica trip in Alton Towers after the pioneers of the park did not receive the experience.
“What we discovered is that it took people out of being together, they felt alone, and they were at home,” she says. “Of course technology technology has a role, but this role should not do this for a way to circumvent. [life] The experience we offer. “
Eastwood, a member of the Ukhospitality Board of Directors, joined Merlin a decade ago and was confirmed by the temporary CEO in November, then confirmed in the role in February.
Before Merlin, Eastwood spent 18 years in BBC in marketing, then moved to the company’s trade arm, BBC studios, where she was responsible for the doctor’s concession.
Competition in the UK and Europe parks sector, such as COMCAST, is the American Mother Company in the Hollywood Studio and the giant Park, the adoption of an entertainment garden in Bidford that aims to open in 2031.
The park, which is 115 meters and which will be the longest in Europe, has received great support from the government in a batch by Kiir Starmer and Chancellor, Rachel Reeves, to economic growth.
At the end of last month, it appeared that part of the government’s interfering support for the project includes 500 million pounds of public investment in the railway and road infrastructure, part of which will include a new railway station built.
Eastwood welcomes competition, but says that any “special treatment” of Universal needs to be taken into consideration also to other garden operators.
“It is a great opportunity for the comprehensive market,” she says. “Tide Tide Rising Tide is all boats”, I am a great fan. The benefit of the entire park market. I think the only thing we need to be careful is that every person treats somewhat in terms of planning permit.
“Planning in the UK is not easy. Therefore, we need to make sure that if the Universal is granted any special treatment, this special transaction is also provided to the entire industry.”
Eastwood hurried to solve the changes in Merlin, with the aim of simplifying the sprawling -end -of -end business to run more as one company.
“Merlin has arisen over many years as separate sites operating independently,” she says. “The big shift in our operating model was to become one company. For example, in the UK what you don’t want is that Alton Towers are doing something at the same time as Legoland Windsor.”
It is at the end of this week in China, and it opens the latest attractiveness in Merlin, Legoland Shanghai, the first in the second largest park market in the world.
The eleventh LEGOLAND is nominated by Merlin as the most ideal at all, with elements like a 250 -room hotel ready to go.
“It is a big deal for us,” Eastwood says. ” “You will be the largest park in the opening, it’s a huge moment. It is a real mix of east and west. We will have 75 trips, a lot of [interactive experiences]And it is at the threshold of 55 million people living within two hours by car. “
In addition to Staples Legoing, such as Castle and Dragon Coaster, the park features attractions with a more specific appeal to local and regional tourists. This includes the experiences of the real world -based boats across the water cities in the lower Delta Yangti and Monkie Kidride inspired by the legend of The Monkey King and its journey to the West.
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LEGO is the brand that has supported the Merlin-the largest in the theme park group is a consortium led by the family that controls the empire of block making-which also manages global popular privileges including Madame Tussauds, Sea Life and “Eye Eye” in cities including London.
Merlin – in addition to its competitors such as Disney and Universal – faces challenges as consumers have become hard to satisfy it more about what they spend their income, provided that the cost of living continues to hit the family budgets.
Last month, Merlin stated that although the number of visitors increased slightly to 63 million last year, revenues decreased by 3.2 % to 2 billion pounds, and in general, the company recorded a loss before the tax of 492 million pounds. This follows a loss of 214 million pounds in 2023.
Most of the losses over the past two years are due to the 600 million pounds of £ 600 million in the value allocated to some tourist attractions, which reflects difficult trading conditions and reassessing the growth rate of the newer gardens.
LEGLAND Parks has been written in New York and Korea by 340 million pounds over the past two years, while the twentieth WaxWorks sites have been subjected to a 1,63 million pounds of one year.
Merlin responded, as the modified profits decreased by 15 % in the past year to 540 million pounds, by increasing its marketing budget by 10 million pounds to 100 million pounds and increasing promotional offers and discounts.
The company also strengthened the force of marketing fire by employing Craig Ingelis, the man who made Christmas ads a cultural phenomenon during his period in John Lewis, and the director of the International Content and World Content brand, Toby Hori.
With the battle for the attention of consumers in the digital age to the point of temperature, Merlin was in the field of making deals to secure the jewels of the crown of intellectual property to exploit its gardens all over the world.
Dealms were concluded with the rights holders of the pre -school phenomenon, and Sony to exploit the Hollywood films of 2 billion dollars, a Gomosy, a $ 110 million deal with Minecraft Global Global, which is owned by Microsoft and recently American Media Company PAAW PATROL.
“I say that our biggest competitor is entertainment at home, or in fact, increasing bedrooms, where children can access games and the Internet,” says Eastwood. “What is useful in our favor when you look at all research, increasingly parents of children between the ages of six to 12 and beyond, the house actually sees as a battlefield.
“They are trying to get their children out of the screens. We know that what parents appreciate is an opportunity to be together and try a world outside the home. We are almost an antidote to the phone and digital technology. What we offer is an escape.”