.
It’s
funny to note that the all you can ride banquet at Brighton Pier
encouraged trouble makers, while at Funderworld it puts them off – but
the key difference here is that you have to pay to enter Funderworld,
not ride, which means as soon as the transaction is done, you’re a
paying guest and can easily be ejected.
By
contrast, those re-riding the Dodgems ad nausium in Brighton can argue
that, strictly speaking, they’re just taking advantage of unlimited
rides, despite being obstructive and anti-social.
While
to a fashion pay per ride is still crème de la moment for amusement
parks, for a long time now theme parks have favoured ticketed
entry and nothing else.
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Although
Alton Towers is now a resort, you still can't see this view unless
you pay £29.50 |
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Ever
since the days of John Broome Alton Towers has charged guests for entry
with the promise of unlimited rides once you’re inside.
The
origins of this system are thought to date back to Disneyland in
Anaheim, California, and is the pricing structure of choice for almost
every modern theme park.
Alton
Towers is an interesting example, though, in that until John Broome
began installing rides like the Corkscrew, many people visited the park
for the gardens and towers themselves.
In
the days when Alton Towers tries to move away from being just a theme
park and sells itself as a well-rounded resort complete with hotels,
water parks and luxury spas, it’s ironic that the gardens and towers
are all but off bounds to those willing to pay £29.50 – and frankly,
that kind of visitor normally has more on their agenda than enjoying the
works of Lancelot ‘Capability’ Brown.
Many
of Tussauds’ UK attractions are hovering around the iconic £30 mark
(Alton Towers is £29.50, Thorpe Park £28.50 and Chessington £27.00).
£30 is iconic because common psychology dictates that £30 sounds far
more expensive than £29.50 despite the 50p difference being a drop in
the ocean.
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Chessington
is getting close to the iconic £30 mark |
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Just
like shops favour £9.99 over £10, the £30 barrier is one Tussauds
will be keen on avoiding if at all possible. What this could mean is
that to offset inflation the park will come up with more creative ways
to make money without having to adjust admission – ideas such as
Fastrack mean that they’re marketed as the obvious companion to the
main admission ticket, but an optional cost that could improve your day.
There
are the arguments that this creates a tier system, a upper and middle
class of visitor, as it were, but that’s an argument best avoided –
but concepts such as Fastrack do little to address the much mooted
complaint that theme parks are an expensive day out – assuming you pay
admission, and car parking, and Fastrack, and have lunch, well, you’re
looking at well over £40 per person.
While
there was the black and white of amusement parks generally opting for
pay-per-ride and theme parks throwing everything in for the entry fee,
between black and white now there are many different shades of grey –
mostly these work to the benefit of the guest giving them greater
control of what they spend and what they spend it on
But
ultimate control is still in the hands of parks who will use pricing
structures and other methods to coerce guests into adopting the
pay-style choice of the park.
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