Merlin benefits from Halloween at Alton Towers & Thorpe Park

Merlin Entertainments is benefiting from Halloween spending in the UK. It has announced successful seasonal experiences, including Alton Towers’ Scarefest and Thorpe Park’s Fright Nights.

Visitor spending at Alton Towers and Thorpe Park’s special themed events reached 17 percent of annual revenue for the theme parks in 2018.

Guest numbers at Alton Towers have grown from 12 percent of the annual total in 2015 to 16 percent in 2018.

Halloween weekend at Alton Towers is now the busiest weekend of the entire year. As for Thorpe Park, revenue has grown from 14 percent to 20 percent of the yearly total.

Halloween events reach 17% of annual revenue

alton towers wicker man

Merlin has been busy responding to demand for Halloween experiences, with the seasonal event becoming a significant trading period, alongside half-term school holidays.

Ian Crabbe, Managing Director, Resort Theme Parks, said: “The development of our Halloween-themed offering at our UK resort theme parks reflects Merlin’s strategic priorities, allowing guests to focus on immersive experiences, building on our strong IP partnerships and delivering on our strategy of positioning our theme parks as multi-day family destinations, based on our world-class themed accommodation.”

The company expects the demand to keep growing, and can meet it with Alton Towers’ Scarefest, Thorpe Park’s Fright Nights and Legoland Windsor’s Brick or Treat.

Merlin responding to demand for Halloween experiences

alton towers scarefest

“These events are designed to attract all of our target audiences, from the exhilarating Wicker Man rollercoaster for the more adventurous, to the CBeebies Monster Ball for families with young children,” added Crabbe.

Disney and Universal have also put on their annual Halloween events – check out our guide to Halloween Horror Nights and Disney’s autumn offerings.

Blooloop recently spoke to Patrick Braillard, Creative Development Show Director and Writer at Universal Orlando Resort, about Halloween Horror Nights 29.

Images: Blooloop / Merlin Entertainments