SteveJ

There's an interesting article from around the same time: http://www.attractionsmanagement.com/index.cfm?pagetype=features&codeID=33238&fbclid=IwAR3C6Mzr4fAfBT_8txXPcIUw7tLnL-4HFgodWcvBO0f8ryr-PuAbM5GmOi8
 
There's a lot to pick out from it which I think gives some very interesting insight...
 
It's obvious of course that a park wants fans on its side. Of course, 'fans' can mean much more than 'enthusiasts' - anyone who's a passholder is technically a fan. Hence the silly "Annual Passholder facts", which say passholders are more intelligent, more polite and whatever else. Anything to try and make a passholder smile and go 'heh, cool' or something like that. In turn, it sets a tone that the account has this 'banterous' side to them, making people more inclined to share in that banter and post positively.
 
Except, that's not how it's worked. It comes across as the park trying to hard. Like that uncle at parties who says buzzwords like "yolo" and "yeet" and thinks he's cool. It'll make some people smile, but it's not what people want from a theme park account. They want an upbeat tone, information and interesting facts. 99% of the time a 15-minutes of fame meme won't do the job with getting people on board in supporting the brand.
 
And it's not like there's people being clueless that the social media reflects the brand - the park are well aware it affects the perception of the brand. But either they don't realise it's not enriching the brand, or they're too stubborn to change their mind.
 
Maybe they'll argue it is working, but enthusiasts in their ivory towers of wisdom are too narrow-minded to see. Maybe it's like a Trump/Brexit thing, where we're just surrounded by so many people who share the same opinion that we're blind to the strength of those who think the social media presence is brilliant. But it's not. Crudely speaking, social media ultimately comes down to interactions and getting people talking. You look at the numbers the park's posts are getting - they're not good. And the majority of people aren't going to be talking about it like enthusiasts are..
 
You only have to look at how they've handled the Logger's Leap to see that this is a theory they do not follow. They shut the ride quietly, gave a vague, non-committing statement, and just swept it aside ever since. People hound the park constantly, both during on and off season, and go nowhere. They've dug themselves into a hole that they can't get out of. 
 
And yes, Loggers is a weird one. I'm very much under the impression to closure of it was a decision they didn't want to make, and was only planned to be temporary. There had been plenty of plans and ideas for its reopening. I don't think the park lied when they were saying 'they hope it returns soon' - I genuinely believe that was their plan at one stage or another, but plans changed. But this is the issue when you hide behind vague buzzwords and try to be clever about it, you lose all integrity when something goes wrong behind the scenes, since you have nothing to fall back on for a public statement.
 
Is this what social media should be about though? Do I really care if Jack visited the park for the 15th time this season with a camera pointed at him the whole time, and he had a good day because he knows all the tricks of how to do the park and the rubbish rides to avoid? Do I care that Sally from Kent, with her 200 followers, visited the park for the first time and wrote a blog saying how wonderful Stealth is? Not really. It's good to do this sort of stuff, but sparingly. People want an upbeat tone, information and interesting facts - this is rarely achieved through influences.
 
All well and good saying this, but Thorpe in particular are terrible for this. The amount of unanswered questions that fly past on a daily basis, the copy and paste responses make it feel like they don't care, don't read responses and just reflects badly on the brand. I know this is a distinction between the marketing team (who craft the original tweets) and the guest services team (who are in charge of responding to general queries), but if there's this disconnect in philosophies between the two teams (one saying that taking the time to respond to comments is important, the other not doing this effectively), then that speaks volumes about the park.
 
 
The park's brand is just ruined at the moment. Can anyone answer, positively, what Thorpe Park is at the moment? Who do they target? How will I feel after a day out there? Why should I go there? So far, all the social media side of things is doing is making me think they're a park desperate for attention and wanting to be "down with the kids". And it really shows. And what's worse, is this has been done before. Thorpe went through the terrible meme phase in 2013/4, back when they were changing target market. The new island brand was working and masking the issues they had there, but the social media side felt desperate. But back then, social media wasn't as critical to a brand, and they managed to salvage it. But they haven't learnt from their mistakes, clearly.
 
Admittedly, they're not doing everything wrong. The Thorpe Park blog, with weekly entries, is nice, and the winter updates have been good. Yet both of those things always seem to miss the mark a bit, and are only 'good', rather than 'great'. They can get the tone of voice and personality right, they've had some good funny moments in the past. But these are exceptions. More often than not, it feels like they're shooting themselves in the foot, really don't care or just trying to troll followers for the lolz.
 
 
I want to make it clear I'm not trying to attack particular people. Yes, this post has been related to a particular article written by one particular person who works at Thorpe, and I'm being critical of it. But that's simply one person reflecting the ideals and value of the park and its brand. It's not something that one person has thought of, and it's gone through. This is a collection of people, making a collection of mistakes, and it's there for their whole following to see. The park is stagnating with investments, the brand is going round in circles and the social media accounts are slowly becoming a laughing stock. It needs sorting out.
 
I'll finish off with a quote from the article, in case anyone tries the 'if you hate it so much, why are you here' line...
 

Agree, it's not offensive. It's just absolutely pathetic and childish, and does nothing positive in terms of public perception, either of MAP holders or Thorpe Park as a whole. Slow clap time.
 
It's lazy, heavy handed, utter nonsense and ill thought out, which is true of many of Thorpe's decisions and PR. Post now, think later. But hey, that's the world of social media and iNflUenCinG guys. 
 
Maybe 2019 will see that mobile phone charging service open on The Walking Dead The Ride and that B.O. ban will finally be enforced on Stealth.
 

I agree it's a stupid post, doesn't do anything to help their reputation, etc. But saying they're treating customers with "contempt"? People on Facebook / Twitter calling this "offensive" and "insulting" (usually people with Annual Passes already who are trying to feel offended on behalf of others). Feels like a bit of an over-reaction, no?
 
As I say, it's a ridiculous post, definitely not doing anything to help with their already damaged brand. But there are people genuinely trying to say it's offensive? Come on..

That's the stupid thing, like they could've listed number of rides, or events, or number of times you throw up because you get dizzy or whatever... But instead they decided to go with intelligence? Even saying MAP holders are more attractive would've been a better idea...
 
It's simple and easy mistakes like this that tarnish a brand reputation... It's difficult to build, but oh so easy to destroy...

Did the people who left after the Towers "better than nothing" thing end up working for Thorpe?
 
But I guess their engagements list will be positive enough for this kind of thing to continue, even if the actual content of said engagements is mostly negative... Who has time to actually look at the content of responses?

Exactly, because all the enthusiasts knew to expect it because they saw a CGI image of it, on a made-up background, from an exaggerated angle that didn't exist in the ride. Merlin continue to prove they care a lot more about advertising than the actual rides they build.

There was also a lot of nonsense said about it by some enthusiasts wanting the attention. I remember being told it would change theme parks forever and was going to make Disney and Universal quake in their boots (haha). Although I'm not trying to tar everyone with the same brush or blame people for being excited, I was excited too.

The scene as-built is not impressive or even noticeable, there is zero showmanship. When you set a big centrepiece like that it's all about the architectural approach which was just not thought about, very sad because like you say if you bother to look closely, it's actually a very good illusion and effort went into it. Whatta waste!

I kind of find DBGT fascinating though about how not to do an ambitious ride concept. All the mistakes they made were the same mistakes that plague most of Merlin's projects but this time on a bigger than ever scale. I'm glad it was made rather than not made but it's a kind of tragic tale of a great idea struggling to make it.

Exactly, because all the enthusiasts knew to expect it because they saw a CGI image of it, on a made-up background, from an exaggerated angle that didn't exist in the ride. Merlin continue to prove they care a lot more about advertising than the actual rides they build.

There was also a lot of nonsense said about it by some enthusiasts wanting the attention. I remember being told it would change theme parks forever and was going to make Disney and Universal quake in their boots (haha). Although I'm not trying to tar everyone with the same brush or blame people for being excited, I was excited too.

The scene as-built is not impressive or even noticeable, there is zero showmanship. When you set a big centrepiece like that it's all about the architectural approach which was just not thought about, very sad because like you say if you bother to look closely, it's actually a very good illusion and effort went into it. Whatta waste!

I kind of find DBGT fascinating though about how not to do an ambitious ride concept. All the mistakes they made were the same mistakes that plague most of Merlin's projects but this time on a bigger than ever scale. I'm glad it was made rather than not made but it's a kind of tragic tale of a great idea struggling to make it.

It doesn't mean anything, it's just somebody being paid £8 an hour to reply to tweets who has no say over the park at all.

Exactly, because all the enthusiasts knew to expect it because they saw a CGI image of it, on a made-up background, from an exaggerated angle that didn't exist in the ride. Merlin continue to prove they care a lot more about advertising than the actual rides they build.

There was also a lot of nonsense said about it by some enthusiasts wanting the attention. I remember being told it would change theme parks forever and was going to make Disney and Universal quake in their boots (haha). Although I'm not trying to tar everyone with the same brush or blame people for being excited, I was excited too.

The scene as-built is not impressive or even noticeable, there is zero showmanship. When you set a big centrepiece like that it's all about the architectural approach which was just not thought about, very sad because like you say if you bother to look closely, it's actually a very good illusion and effort went into it. Whatta waste!

I kind of find DBGT fascinating though about how not to do an ambitious ride concept. All the mistakes they made were the same mistakes that plague most of Merlin's projects but this time on a bigger than ever scale. I'm glad it was made rather than not made but it's a kind of tragic tale of a great idea struggling to make it.

Exactly, because all the enthusiasts knew to expect it because they saw a CGI image of it, on a made-up background, from an exaggerated angle that didn't exist in the ride. Merlin continue to prove they care a lot more about advertising than the actual rides they build.

There was also a lot of nonsense said about it by some enthusiasts wanting the attention. I remember being told it would change theme parks forever and was going to make Disney and Universal quake in their boots (haha). Although I'm not trying to tar everyone with the same brush or blame people for being excited, I was excited too.

The scene as-built is not impressive or even noticeable, there is zero showmanship. When you set a big centrepiece like that it's all about the architectural approach which was just not thought about, very sad because like you say if you bother to look closely, it's actually a very good illusion and effort went into it. Whatta waste!

I kind of find DBGT fascinating though about how not to do an ambitious ride concept. All the mistakes they made were the same mistakes that plague most of Merlin's projects but this time on a bigger than ever scale. I'm glad it was made rather than not made but it's a kind of tragic tale of a great idea struggling to make it.

It doesn't mean anything, it's just somebody being paid £8 an hour to reply to tweets who has no say over the park at all.

I totally agree. Which is why I'd be very surprised if the park ever did do something like that to the masses (I'm surprised they even showed the inside of the building in any way when they did their winter update thing).
 
Equally though, it would still be something really awesome to do and see, moreso after the ride is no longer a thing. People love a behind the scenes perspective of a dark ride, and seeing initial concepts are thoughts behind the design, would really demonstrate what they were trying to do at the very least!

That is exactly what I meant, sorry that my post wasn't clear. Hence why it's a good thing the public you spoke to didn't correctly guess that the train had itself moved and thought it was the room revolving around them or something. They don't know how they ended up somewhere else.

A behind the scenes video making the point about how impressive this ride supposedly is and how the illusion actualy works would therefore defeat the point I think. But since the end result doesnt work anyway, I guess the park dont care that much anymore sadly.

Haha no offence to out of touch hipsters everywhere, but after going in to DBGT with an open mind and usually loving attractions rides like this, that is exactly how I feel and seemingly anyone Ive chatted to as well (enthusiasts and non enthusiasts).

The arrogant attitude Thorpe Park still have about it, like in the recent behind the scenes video ("nowhere else in the world does anything anywhere near the scale of what we do"), is just plain silly. You don't entertain people by forcing this 'impressive soundingness' on them. They know it's their most complained about attraction by a long way, so why don't they dial it back a bit? Hopefully Merlin has learnt from their mistake..!

Could have been awesome in different hands.

Haha no offence to out of touch hipsters everywhere, but after going in to DBGT with an open mind and usually loving attractions rides like this, that is exactly how I feel and seemingly anyone Ive chatted to as well (enthusiasts and non enthusiasts).

The arrogant attitude Thorpe Park still have about it, like in the recent behind the scenes video ("nowhere else in the world does anything anywhere near the scale of what we do"), is just plain silly. You don't entertain people by forcing this 'impressive soundingness' on them. They know it's their most complained about attraction by a long way, so why don't they dial it back a bit? Hopefully Merlin has learnt from their mistake..!

Could have been awesome in different hands.

Haha no offence to out of touch hipsters everywhere, but after going in to DBGT with an open mind and usually loving attractions rides like this, that is exactly how I feel and seemingly anyone Ive chatted to as well (enthusiasts and non enthusiasts).

The arrogant attitude Thorpe Park still have about it, like in the recent behind the scenes video ("nowhere else in the world does anything anywhere near the scale of what we do"), is just plain silly. You don't entertain people by forcing this 'impressive soundingness' on them. They know it's their most complained about attraction by a long way, so why don't they dial it back a bit? Hopefully Merlin has learnt from their mistake..!

Could have been awesome in different hands.

This is very true these major problems couldn't have been foreseen by enthusiasts, but they should have been by the project managers. I study building design/production and project management, I'm not an expert but I can say these are certainly bread and butter for any project. Same for a lot of Merlin projects, these things are known about but corners are cut relentlessly.

Same for Ninjago's lack of air conditioning at Legoland – cut from the budget to save money and now we have staff fainting in summer and cheapo air cons added at the park's expense. But anything to cut MMM's project budget. Or countless other scenarios at Merlin parks, that later cost them more.

But the irony with DBGT is the project budget was so ludicrously high anyway, they could have rebuilt half the park with that! As well as cutting corners and not value-engineering their projects, Merlin are extremely wasteful. "Efficient with capex" they are not, unlike what Nick Varney believes they are.

But probably more important than all of that is the entertainment factor. DBGT is a pretentious, unentertaining load of nonsense, designed by self-congratulatory out of touch hipsters. (haha) Despite all the problems behind the scenes, it had the beginnings of a great theme and should have at least been fun!

I totally agree the core idea and the way the illusion works could have been phenomenal. But it missed every single opportunity to entertain, and squandered that amazing train system.

Investors are starting to become worried that underwhelming economic performance is not due to current market conditions and is more to do with the quality of the attractions. In April when the latest financial data is released and another underwhelming year is revealed the share price will either fall or flatline. Investor predictions will most likely turn to sell and Varney will be under pressure to make changes or walk. 
 
From what he has said in the past he doesn't like change and blames standard cycles in the economy. What I feel Varney has failed to take account of is that the current economic cycle has just past its peak and it is very unlikely they will be able to increase profits in the coming years with the eurozone heading towards recession.
 
With any luck the board will oust Varney and someone with a refreshed vision can take the reigns. You really have to question if one person can continue to come up with new ideas to drive forward the company for as long as Varney has been there. His current direction is suffocating the parks and I see issues on the horizon as major assets reach the end of there service life. 

This is very true these major problems couldn't have been foreseen by enthusiasts, but they should have been by the project managers. I study building design/production and project management, I'm not an expert but I can say these are certainly bread and butter for any project. Same for a lot of Merlin projects, these things are known about but corners are cut relentlessly.

Same for Ninjago's lack of air conditioning at Legoland – cut from the budget to save money and now we have staff fainting in summer and cheapo air cons added at the park's expense. But anything to cut MMM's project budget. Or countless other scenarios at Merlin parks, that later cost them more.

But the irony with DBGT is the project budget was so ludicrously high anyway, they could have rebuilt half the park with that! As well as cutting corners and not value-engineering their projects, Merlin are extremely wasteful. "Efficient with capex" they are not, unlike what Nick Varney believes they are.

But probably more important than all of that is the entertainment factor. DBGT is a pretentious, unentertaining load of nonsense, designed by self-congratulatory out of touch hipsters. (haha) Despite all the problems behind the scenes, it had the beginnings of a great theme and should have at least been fun!

I totally agree the core idea and the way the illusion works could have been phenomenal. But it missed every single opportunity to entertain, and squandered that amazing train system.

This is very true these major problems couldn't have been foreseen by enthusiasts, but they should have been by the project managers. I study building design/production and project management, I'm not an expert but I can say these are certainly bread and butter for any project. Same for a lot of Merlin projects, these things are known about but corners are cut relentlessly.

Same for Ninjago's lack of air conditioning at Legoland – cut from the budget to save money and now we have staff fainting in summer and cheapo air cons added at the park's expense. But anything to cut MMM's project budget. Or countless other scenarios at Merlin parks, that later cost them more.

But the irony with DBGT is the project budget was so ludicrously high anyway, they could have rebuilt half the park with that! As well as cutting corners and not value-engineering their projects, Merlin are extremely wasteful. "Efficient with capex" they are not, unlike what Nick Varney believes they are.

But probably more important than all of that is the entertainment factor. DBGT is a pretentious, unentertaining load of nonsense, designed by self-congratulatory out of touch hipsters. (haha) Despite all the problems behind the scenes, it had the beginnings of a great theme and should have at least been fun!

I totally agree the core idea and the way the illusion works could have been phenomenal. But it missed every single opportunity to entertain, and squandered that amazing train system.

Cbeebies Land is nothing on what Toyland Tours and even Charlie were for a big family attraction. If Cbeebies Land is now meant to be the new standard for family offering, we know British parks are in the toilet

Cbeebies Land is nothing on what Toyland Tours and even Charlie were for a big family attraction. If Cbeebies Land is now meant to be the new standard for family offering, we know British parks are in the toilet

It's a shame they couldn't bothered getting someone who actually knew about British parks... I gave up after the umpteenth inaccuracy from him...

The more that is revealed about this project the more soul-suckingly mediocre it becomes. If it were included in the ticket I'd gladly give it a try with an open mind, but I can't even do that. Not going to play Merlin's brainwashing game by paying extra for something I've done many times before anyway.

The Dungeon "brand" has been watered down year on year until it's become just another easy to reproduce tourist trap. You could have the same kind of horror/humour experience far better for less price elsewhere. This was the last thing the park needed.

It's a bit poor that they took away a family boat ride (forgetting whether the CATCF theme was the best fit, as it could have been rethemed) under the TLC smokescreen, and then are now using this to run an up-charge attraction.
 
Terrible move to make after the success of Wicker Man, they're literally pushing the park backwards again after its recent found success.
 
Merlin aren't fit to run Alton Towers, nor do they deserve a park with so much potential.