The Business of Leisure 2009

Alton Towers Resort as a Business

The Merlin Entertainments Group

Alton Towers ResortMission Statement

• A company mission reflects what we want to be from a business perspective

• Alton Towers Resort is part of the Merlin Entertainments Group, the leading name in location based, family entertainment, which has seen the most successful and dynamic growth of any company in the sector over the last five years.  

• The world’s second largest visitor attraction operator, Merlin aims to deliver memorable and rewarding experiences to its 30 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and 13,000 employees

Alton Towers Resort Vision

• From a guest perspective, you want to know what you can expect from our attractions.

• Therefore our vision is what we want customers to experience and relate to

“Fantastical Escapism &

Making Britain Happy”

Alton Towers Resort Company values

• To deliver fantastical escapism, all of our employees are expected to demonstrate the company values

– Forever Forward– That’s Entertainment– All for one– Facing Reality

Alton Towers Resort Goods & Services

• To further deliver Fantastical Escapism, the business of Alton Towers Resort offers a range of goods and services. These are defined as follows:– Goods – tangible things you can touch

– Services – – intangible and what people do for you

Alton Towers Resort Goods & Services

Making a Profit

• All of the Goods and Services we provide cost money. Other examples of Alton Towers Resort costs include:– Staff wages– Raw materials– Advertising Costs– Electricity/Power costs

• To cover these costs, a business sells the goods or services it provides. This is known as income or revenue. The money left after all costs have been taken into account is the profit.

Making a Profit

The revenue at Alton Towers Resort is categorised in two ways, Primary and Secondary:– Primary;– Theme park admission &

Hotel stays, Water Park and Extraordinary Golf admission.

– Secondary;– Goods and services which

are not included in the main ticket price.

Once revenue made is greater than the costs, a business will make a Profit.

Making a Profit• To maximise sales and make

a greater profit, Alton Towers Resort must not only attract new customers but ensure it’s existing customer base will remain loyal.

• We ensure the goods and service we offer deliver “Fantastical Escapism”, as it’s harder to attract new customers than to retain existing customers.

• When here we encourage guests to make the most of their experience by extending their one day visit to incorporate a hotel stay, or play a round of Golf.

Customer Satisfaction

• To ensure we are offering the correct goods and services we conduct Market Research which provides feedback from our guests.

• From this we can identify what we need to develop to ensure our Target Market return and recommend us to others

2007 STATSoverall enjoyment of Resort experience -8.7 out of 10Customer Service- 8 out of 1013% of guests were visiting us for the first time and 28% of respondents visited us the previous yearQ Spoilt my day – 27%

2008 STATSoverall enjoyment of Resort experience -8.9 out of 10Customer Service- 8.3 out of 1013% of guests were visiting us for the first time and 29% of respondents visited us the previous yearQ Spoilt my day – 25%

Re-investing Profits

• In order to develop our goods and services, it is vital to re-invest the profits we make.

• The amount we invest every year varies depending on the needs of our target market.

• 2010 Return of the Thrill seekers with

• SW6……………….!?

Re-investing Profits

2010SW6

£15m

2009Sharkbait Reef By SEA

LIFE

2008Mutiny

Bay

2006Family Rides£4.5m & £2m

2003 2nd

Hotel£40m

2002Air

£13m

1998Oblivion £14m

1996 1st

Hotel £20m

1994Nemesis £12m

1990Family rides£10m

Alton Towers Resort

Alton Towers Resort Organisational Structure

• Decentralised structure which sets out

• Job Roles• Levels of authority• Channels of communication

Directors or Owners

Senior Managers

Middle Managers

Junior Managers

Support Staff

Alton Towers Resort Internal Departments

Conference & Events Customer

Services

Retail

Rides

Hotel

Finance

Health &Safety

Medical &Security

Guest Services

HR

Tech Services

Entertainments

Costume

Sales &Marketing

Central Administration

Alton Towers Resort

Conclusion

• We started today looking at our company mission and Resort vision of Fantastical Escapism and how these are delivered through a set of company values.

• We have established the difference between goods and services, using key examples at Alton Towers Resort, and touched on the value of customer research in helping us to develop these goods and services.

• We have explored how to make a profit , and the importance of this to re-invest for the future growth of our business.

• We have looked at organisational structures and levels of authority within them, highlighting the de-centralised structure at Alton Towers Resort.

Any Questions?

Thank You