The History (and Leisure) of Merlin Entertainments
or something IDK
In theme of talking about UK-based Merlin Entertainment’s theme park assets. It only makes sense to dedicate time to the company’s basic history.
Merlin was created in 1998 when Nick Varney and Andrew Carr completed a buyout of Vardon Attractions with help of senior management.
In 2005, the company was bought by the Blackstone Group, which led the operator to gain control of the them four Legoland Parks (Billund, Windsor, California, and the then still new Dutchesland). Gardaland and the Tussauds group (Alton, Thorpe, Chessington, Madame Tussauds Wax Museums. Lego was on hard times with years of failed experimentation with themes with Galidor and seeming lack of appeal at targeting the female demographic. With Merlin in a slump into the Pandemic, the family behind Lego now has a stake in Merlin. Yes, that’s complicated.
Going into the 2010’s, expansion was turbocharged. With Legoland California and the Orlando Eye in Florida and the non-theme park assets of Village Roadshow’s tourism arm in Australia and New Zealand. They also built a Dungeon attraction in San Francisco in 2014, which appeared in the Daniel’s Wood Land TV show Redwood Kings (Animal Planet, 2013-2015).
Unfortunately, that was a victim of the pandemic and apparently was not as popular as those in Europe-so the brand was never expanded. I really would like to see a Philadelphia Dungeon, maybe on the old Disney Hole? It would be just outside of Old City and at a key intermodal point (outside of intercity rail), which would drive customers. However, the Dungeon was in the tourist heart of San Francisco’s Fisherman’s Warf paired with a Madame Tussauds right next to the Ripley’s Believe it or Not, not to mention the Musée Mécanique and the F trolley and it still failed.
Merlin made a deal with eOne in 2015 to use their properties. This had led to Gardaland and Heide Park using this brand in addition to two second gates at existing Legolands and an upcoming standalone park in Texas. I wonder if this was a result of Paultons Park, a family-operated park in the UK got the first dedicated Peppa Pig area in 2011, forever changing that park’s direction.
Outside of Legoland and Peppa Pig, Merlin hasn’t built any parks of their own and I guess Cypress Gardens (now Legoland Florida) was their last annexation in terms of theme parks (since they just repurchased the Orlando Eye). People say they should, but I would sell they ever do.
I would not be surprised if they purchase another park at some point, even if not within this decade. My thoughts would be outside of Asia and the UK + 2.5hrs from the Channel Tunnel to not monopolize the British leisure market. That sphere of influence falls around Park Asterix/Walibi Belgium around 250km (155mi) from Calais for reference. Do you have a park that you think should be brought under Merlin’s banner or other thoughts about this company? be sure to comment.