Council takes control of Blackpool Tower
The local authority has set up Blackpool Tourism, which will take full ownership of the landmark and Madame Tussauds, replacing previous operator Merlin Entertainments.
From the start of August, the council’s company will take over the attractions, leaving it in charge of the tower, the Blackpool Tower Eye skywalk, the Circus, the Ballroom, and the Dungeons.
Blackpool Tourism is the rebrand of Blackpool Operating Company, which already had Sandcastle Waterpark and Showtown Museum under its remit.
The company will operate both attractions under franchise from Merlin as part of the wider family of the brand.
Clly Lynn Williams, Leader of Blackpool Council, said the move represents the “start of a new era for [Blackpool’s] tourism industry”.
She noted that when Blackpool Council bought the tower and Winter Gardens in a £40m deal in 2010, which included the Golden Mile Centre, it was an “ambitious move”, adding the decision has “reaped rewards ever since”.
Merlin Entertainments has been the site’s operator since then, after the council handed the firm the reins, which Cllr Williams acknowledged was necessary, stating in 2010 “[the council] did not have the skills or knowledge”, to take full advantage of the attractions.
She said: “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 a 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.”
Kate Shane, managing director of Blackpool Tourism, 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 resort’s 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 yet to see everything that Blackpool has to offer.
“Blackpool Tourism is dedicated to creating local employment opportunities, supporting cultural heritage, and delivering tangible social impact, ensuring a sustainable, vibrant environment for both our guests and our local communities.”
Andy Turner, regional director of gateway attractions at Merlin Entertainments, added: “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 committed to the ongoing success of tourism in Blackpool, not least so that the two brands we are franchising to Blackpool Tourism 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.”
