by Graham Speak, Speak Consulting
If you’ve read any of my previous articles, you’ll know I often talk about the value IP licensing partnerships can bring to attractions, and how to maximise these agreements, both for guests and commercially.
Working with an external IP partner is not, however, always the best or only option. There are some brilliant examples around the world of theme park attractions that developed their own stories. Some of the originals and best known include the likes of Pirates of the Caribbean and The Haunted Mansion at the Disney Parks. Some of these have developed into full 360-degree franchises with movies, games and merchandise.
In Europe, there are great examples of in-house stories, characters and IPs. For example, the wonderful Magic Jester Pardoes and the Symbolica experience at Efteling. Or the magical village of Lillidorei at the Alnwick Garden.
Partnering with an external IP, or developing your own, both come with costs and opportunities and can operate on different scales. The big question to address is what are your key objectives, and then, what is the most efficient way to deliver them?
Enter the legend of Nemesis
Back in 1994, Alton Towers Resort was about to unleash Europe’s first inverted roller coaster. In the same year, Drayton Manor launched 7-Up Shockwave. Plus, Blackpool Pleasure Beach opened the world’s tallest roller coaster, The Pepsi Max Big One – a steel monster on the Lancashire seafront.
However, Alton Towers couldn’t be so blunt. With strict planning regulations in play, it had to think differently. And so, Nemesis was built, dug into a hole beneath the tree line. This created disorienting moments and the illusion of much greater speed by diving down into a pit, through tunnels and around rock faces.
Along with the unique location, the team behind Nemesis went with a virtually unseen roller coaster technology. The ride was only the second B&M inverter anywhere in the world. It looked different, with guests sitting underneath the track and being flung upside down.
Then, Alton Towers layered on the story. The discovery of an alien predator was made during routine excavations, and the dangerous creature, lying dormant had been awoken. Pinned down by steel, Alton Towers visitors were able to see the creature close-up.
This level of storytelling was unique in the UK roller coaster scene at the time. Approaching the area, the story was brought to life with theming. This included the station area (the creature itself) which the track loops around. A bespoke soundtrack played menacingly as guests approached the area and traversed through the (often 2-hour long) queue line. Audio informs guests to ‘Sit back, it’s fright time’.
Meanwhile, signs advise they are about to experience ‘The world’s most intense roller coaster’.
Becoming a brand in its own right
Soon after launch, along with an atmospheric TV ad and a whole suite of marketing assets, a comic book was created with Pearson New Entertainment to tell the story. The front cover stated:
“Nobody knows where it came from, or what it wants…But it must be controlled…Before it’s too late!”
Not wanting to be left out of the soft drinks partnerships competitors were enjoying, Alton Towers did it differently (and slightly more authentically to the story). The operator worked with Coca-Cola to create a bespoke Nemesis soft drink. Over 2 million cans of the Liquorice and Blackcurrant soda were produced and sold across the country. This promoted the ride and let guests have a taste of Nemesis.
Nemesis soon became a brand in its own right, synonymous with Alton Towers Resort itself. Over 50 million people have ridden Nemesis since it opened. It was one of the only coasters in the world to constantly rank for that period in ‘top roller coaster’ polls. The Nemesis ‘brand’ has crossed generations, holding its title as a top thrill ride, yet also building a huge amount of nostalgia value.
The secret of Nemesis’ success
The truth is that Nemesis’ success was down to a combination of factors. An excellent roller coaster design at its heart; a well-developed, immersive and exciting storyline and themed area wrapped around it; and an excellent brand and marketing programme to engage and drive awareness. Without all of these factors playing together, it’s unlikely Nemesis would have won the hearts and memories it has over the past 30 years.
It’s impossible to say whether the same success would have been delivered by partnering with an external brand or IP. But in this example, it’s fair to conclude the core roller coaster was a significant draw for most. And, by creating its own story, Alton Towers had more flexibility to deliver something bespoke that would more likely have longevity and brand value over time.
The love and recognition for the Nemesis brand have since been leveraged across the Merlin portfolio on multiple occasions. Nemesis Inferno opened at Thorpe Park in 2003. It proved hugely popular and used the same ride technology and name. Yet it would appear to have been a missed opportunity not to develop the brand story further here.
In 2012, Alton Towers Resort then revealed ‘Nemesis: Sub-Terra’. This was a new attraction located next to Nemesis, extending the story and theme of the original roller coaster ride. The ride introduced ‘The Phalanx’ storyline – an organisation that discovered a mysterious egg, believed to belong to the Nemesis creature. We’ve heard a lot more about The Phalanx as part of the storyline for Nemesis Reborn.
The new Nemesis
Fast-forward to 2022 and the news Merlin was investing in almost completely re-building Nemesis for the 2024 season. Why would Merlin choose to make this investment over creating something new? Well, how much would it cost to build the brand equity already associated with a still-popular, 30-year-old, well-loved, multigenerational, world-known attraction?
Since the announcement that Nemesis would be rebuilt, we’ve seen Alton Towers expertly develop a marketing and engagement campaign, bringing to life the Nemesis site and backstory once again. Nemesis will be back with a vengeance as ‘Nemesis Reborn’ – looking totally different and more uncontrollable than ever.
Marketing director Larry Roles says:
“The strength and richness of the original Nemesis story really lent itself to us being able to bring back this iconic ride in a new and exciting way. We wanted to strike the right balance in paying homage to the original story but spark new excitement and interest for a brand new audience.
“The campaign for Nemesis Reborn seems to have been successful in achieving this so far, with a strong and positive response across several generations of thrillseekers. With more channel activity yet to come, as well as the opening of the attraction itself, I am confident that by this time next year, we will look back having achieved another historical milestone for this IP.”
Roller coaster technology has moved on a lot over the past 30 years. Great design, storytelling and nostalgia could be three secret weapons that keep Nemesis pulling in the crowds for the next 30. We’re excited to see how the experience and brand are developed over the next months, as this world-favourite roars back to life.
So…is there value in IP partnerships?
The answer to this question isn’t one-dimensional. The bigger question is – what are you trying to achieve and what are your differentiators? How do you integrate technology, storytelling, marketing and many other factors to create a successful recipe for your audience and objectives?
In contrast to Nemesis, there are examples where partnering with well-known IP brands has been a key factor in success. Look no further than CBeebies Land, also at Alton Towers Resort (or Peppa Pig World at Paultons Park). These IP partnerships have allowed their respective attractions to offer credible, endorsed spaces for young children. They often entice visitors from much further afield to meet their favourite characters and experience their worlds.
Horror movie IPs allow attractions to shortcut to well-known terrifying movie scenes that guests want to be part of. Elsewhere, F1 and Ferrari are two brands that have a huge affinity. They come with ready-engaged audiences wanting to experience the speed and thrill of aspirational sports and brands.
Storytelling is key to building an emotional connection
Regardless of whether an IP is brought in or homegrown, immersing a guest in a story is more likely to step an attraction from being ‘good’ to ‘world-class’. Allowing guests to experience different worlds and stories differentiates your technology. It gives visitors another reason to visit, to talk about their experiences, to connect with others about what they have seen and heard, and to enhance their experience with F&B and merch.
I for one, am looking forward to hearing more about what has happened to Nemesis over the past year….
