Merlin Entertainments

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Merlin Entertainments 2013

Merlin Entertainments is a global leader in location-based, family entertainment. As Europe's largest and the world's second-largest amusement park and attraction operator, Merlin runs over 130 attractions, 20 hotels, and six holiday villages in 25 countries across four continents. The company aims to deliver memorable experiences to its millions of visitors worldwide through its iconic brands and multiple attractions.

History

Merlin Entertainments' journey began with the opening of a single Sea Life Centre in Oban, Scotland, in 1979. Over the years, it expanded through both acquisitions and the development of new sites. Notably, in 1999, Merlin acquired Vardon Attractions to become the second-largest entertainment operator in the world. The company continued to grow with the acquisition of LEGOLAND parks in 2005 and the Tussauds Group in 2007, which added famous attractions such as the London Eye, Madame Tussauds, and the Alton Towers Resort to its portfolio.

Operations

Merlin Entertainments operates under a unique structure, dividing its global portfolio into three main groups: Midway Attractions, LEGOLAND Parks, and Resort Theme Parks.

Midway Attractions

This segment encompasses city-based attractions around the globe, including Madame Tussauds, The Dungeons, Sea Life Centres, and the London Eye. These attractions are typically located in city centers or tourist-heavy areas, providing accessible entertainment for both tourists and locals.

LEGOLAND Parks

LEGOLAND Parks are family theme parks, which are based around the popular LEGO brick. These parks are designed specifically for families with children aged 2-12 and offer a mix of rides, shows, and LEGO building experiences. As of now, there are LEGOLAND parks in multiple countries, including the United States, the United Kingdom, Germany, and Malaysia.

Resort Theme Parks

This category includes large-scale theme parks and resorts, such as Alton Towers Resort, Thorpe Park Resort, and Heide Park Resort. These destinations offer a wide range of attractions, accommodations, and dining options, making them ideal for longer stays.

Corporate Social Responsibility

Merlin Entertainments places a strong emphasis on corporate social responsibility, with a focus on protecting the planet and supporting the communities where it operates. The company runs various conservation programs, including the SEA LIFE Trust and the Merlin's Magic Wand Foundation, which aims to provide magical experiences for children facing challenges such as serious illness, disability, or adversity.

Challenges and Future Directions

Like many in the entertainment and tourism sectors, Merlin Entertainments has faced challenges related to global events such as the COVID-19 pandemic. However, the company has shown resilience, adapting its operations to ensure the safety and well-being of both guests and staff. Looking forward, Merlin continues to explore new opportunities for expansion and innovation, with plans to open new attractions and enter new markets.