Notes from Marketing Talk

History of Site
8th Centruy fortress site
Talbot Family (Earls of Shresbury)
Houe and Gardens commissioned by 15th Earl in 1800
1890s crowds of 30, ooo visited the buildings and estate. Tourist attractions included lion tamers, elephants and bands
1920s became a significant tourist attraction
WWII used as officer training unit
Late 1970s - developed as a theme park
1990 Sold to Pearson plc and became parto f the Tussauds Group
1998 Sold to Charterhouse
2005 sold to Dubai International Capital
2007 became part of Merlin Entertainments who also own Chessington World of Adventures, Warwick Castle, Legoland

History of rollercoasters
1980 The UK's first modern looping rollercoaster, The Corkscrew
1985 - The Black Hole, UK's first rollercoaster in the dark
Late 1980's Thunderlooper and the Beast (secondhand white knuckle rollercoasters)

1980's
The economy was entering a recession
Competitors were emerging: American Adventure, EuroDisney
Financial backing was unsound, other projects were draining profits
Alton Towers was associated with Young Adults market segment and not seen as a Family Day out and so was missing a large target market.

1990's - objectives
Growth - £3million was invested in the infrastructure of the park
promotional links with major brands were established to drive communication into the home (CocaCola, Walkers Crisps, Flume ride sponsored by Imperial Leather

1990 - 2000
Reposition of brand - focus on the balance between white knuckle rides and family rides

1992 - £10m Haunted House and Runaway mine train Family
1994 - £12 Nemesis (£10m) Thrill
Toyland Tours £2m Family
1998 - £12 Oblivion Thrill
1999 - £2.5 Ugland theming Thrill
2000 - £4 Hex Family
2002 - £12 Air Thrill
2004 - £8 SpinballWhizzer Thrill
The Flume Family
2005 - £8 Rita Queen of Speed Thrill
2006 - £4.5 Charlie and the Chocolate factory - the Ride Family
2008 - £6 Mutiny Bay Themeing Battle Galleons Family

London Eye