Merlin exits Blackpool Tower as council takes over

Blackpool Council is taking over the management of the resort’s iconic Tower from Merlin Entertainments, one of the world’s largest operators of visitor attractions.

The move will also see the council’s wholly-owned company, Blackpool Tourism Limited, take over the operation of the Madame Tussauds attraction on the Prom.

Council leader Lynn Williams has heralded the deal as “the start of a new era for our tourism industry”.

The handover will take place at the beginning of August. Blackpool Tourism Limited, formally known as Blackpool Operating Company, will manage the attractions alongside Sandcastle Waterpark and the town’s Showtown Museum.

Blackpool Tower’s high-profile visitor attractions include Blackpool Tower Eye, Circus, Ballroom and The Dungeons.

Merlin and the council have agreed to enter a new partnership to enable Madame Tussauds and The Dungeons to continue to operate, marking the first ever UK franchise agreements for the two iconic brands.

The Tower has been part of Merlin’s ‘Blackpool Cluster’ of attractions since 2010. That cluster also includes Sea Life Blackpool and last year a new £1m Peter Rabbit attraction was added to the portfolio.

Earlier this year there were unconfirmed reports that Merlin was exploring a sale of some of its Sea Life centres, including Blackpool, as it sought to prioritise investment in its biggest international sites.

Merlin  confirmed the appointment of a new chief executive in February. Announcing that move it said Fiona Eastwood, who has spent a decade at the business, would be “responsible for leading the implementation of the business’s transformational strategy, and to ensure it is well placed to grow at scale and deliver a sustainable, thriving future.”

Commenting on the Blackpool Tower handover, Merlin’s regional director Andy Turner said the company was “absolutely committed to the ongoing success of tourism in Blackpool”.

He said: “Back in 2010, Blackpool Council and Merlin set out a bold ambition to transform the Tower into a visitor attraction the town could be proud of. In parallel, we committed to upgrade a locally-run waxworks into an iconic Madame Tussauds attraction.

“Over the past 15 years, in close cooperation with the council, we have made significant progress – and laid strong foundations which set these attractions up for long term success, well into the future.

“We fully support the local authority’s desire to see these attractions return to local management and we welcome the clear direction the council leadership has provided.

“Looking ahead, we are delighted to be entering a new partnership with the council to ensure that visitors can continue to enjoy the iconic, immersive experiences which Madame Tussauds and The Dungeons have become known for.

“Merlin remains absolutely committed to the ongoing success of tourism in Blackpool, not least so that the two brands we are franchising to Blackpool Tourism Ltd can continue to flourish with our creative input. We look forward to continuing to work collaboratively with the council over the months and years ahead.”

Merlin Entertainments former regional director Kate Shane left that role last summer to become managing director of Blackpool Council’s leisure portfolio.

She said: “Bringing all these key attractions under the umbrella of one company is a bold move but the right one to deliver the ambitions of the resort that punches above its weight.”

“Collaboration will be the golden thread running through the new company, bringing together the resorts amazing tourism businesses, creating compelling reasons to visit and stay in Blackpool ahead of other destinations.

“We will support the sector to deliver world class experiences, and by working together we will drive awareness to re-engage lapsed visitors and reach those that have yet to see everything that Blackpool has to offer.”

And Council leader Lynn Williams said: “In 2010, Blackpool Council bought Blackpool Tower bringing it into public ownership for the first time to safeguard the future of our much-loved iconic landmark whilst also transforming it into a tourist attraction fit for the 21st century.

“It was a bold and ambitious move and one that has reaped rewards ever since. It is such a special place and needed to be protected and preserved for future generations.

“Back in 2010, we did not have the skills or knowledge within the town to redevelop the Tower into a modern attraction. Bringing Merlin Entertainments on board was absolutely the right decision and we have enjoyed a long and successful partnership with them which has brought other quality attractions to the resort.

“The time has come to reassess our position and determine our future vision for our attractions and the town as whole.

“The benefits that our amazing attractions bring, will be kept in Blackpool. Our priority is creating jobs for local people, creating a vibrant economy for local businesses and giving millions of visitors a reason to come and stay in Blackpool.”

The move has also been backed by Pleasure Beach chief executive Amanda Thompson. She said: “This brings Blackpool together, it is the beginning of the future for our new resort.

“Since Covid we have seen many changes in leisure, tourism and the hospitality market. Collaborating with Blackpool Tourism Ltd will enable all of the visitor attractions within the resort to work together to develop the future of our town. 

"We will be looking to encourage the resort to retain its mantle as the UK's number one tourist destination. With the thrilling news of Universal Studios arriving in the UK it presents Blackpool with unique opportunities.  We must think out of the box and create new ideas that will appeal to new visitors. 

“This announcement supports the exciting vision for our town and future generations.”

The council says the transition to the new company will be seamless and that all existing ticket purchases will be honoured.