Fiona Eastwood Discusses the Resilience of Theme Parks Amid Digital Distractions

Fiona Eastwood, CEO of Merlin Entertainments, the second largest theme park operator globally, asserts that theme parks serve as vital social hubs in an increasingly digital world. In a recent interview, Eastwood emphasized the importance of in-person experiences in counteracting the pervasive influence of technology on family interactions. Despite the rise of artificial intelligence and digital entertainment, she believes that nothing can replicate the thrill of physical experiences offered by theme parks.

Merlin Entertainments operates approximately 130 attractions across 22 countries, including notable parks such as Legoland and Alton Towers. Eastwood noted that while technology plays a role in enhancing park experiences, it should not overshadow the fundamental elements of thrill and togetherness that define the theme park experience. Reflecting on the challenges faced by the industry, she recalled the abandonment of virtual reality headsets on the 'Galactica' ride at Alton Towers due to negative visitor feedback, which highlighted the importance of shared experiences.

As competition intensifies in the theme park sector, particularly with Comcast planning a new park in Bedford, Eastwood welcomes the challenge but calls for equitable treatment for all operators regarding planning permissions and governmental support. She stated, "It’s a great opportunity for the overall market. The entire theme park market benefits. I think the only thing we need to be careful of is that everyone’s treated fairly in terms of planning permission."

Merlin’s latest venture, Legoland Shanghai, is its first entry into the world’s second largest theme park market. This new park is touted as a landmark project, featuring 75 rides and a 250-room hotel, strategically located near a population of 55 million within a two-hour drive. Eastwood noted that this park will also cater to local preferences, including attractions inspired by regional culture.

Despite facing economic pressures, including a reported pre-tax loss of £492 million in the previous year, Eastwood remains optimistic about the future of Merlin Entertainments. The company is increasing its marketing budget and forming strategic partnerships with intellectual property owners to enhance the appeal of its parks. For instance, Merlin has secured rights to popular franchises such as Peppa Pig and Jumanji, which are expected to draw family audiences away from home entertainment.

In summary, while digital distractions continue to pose challenges for theme parks, Eastwood believes that their unique ability to foster family connections and provide thrilling experiences will ensure their ongoing relevance. As the industry adapts to evolving consumer preferences, the focus will remain on delivering unforgettable real-life experiences that stand as an antidote to the digital landscape.