New Merlin CEO, Scott O'Neil, reveals his plans for the post-Varney era
Scott O'Neil has revealed that data will play a major role in attractions giant Merlin's plans to upgrade its existing attractions and further grow its business across global markets.
Speaking exclusively to Magali Robathan, editor of Attractions Management, the American – who took over as Merlin's CEO from industry legend, Nick Varney, in November 2022 – outlined his priorities after five months in the job.
He revealed there's likely to be a change in approach as the company moves into the "post-Varney" era.
“What got Merlin to where we are now is probably not going to get us to where we ultimately want to go," he said.
"A lot of my focus is on our strategy – how do we reset that? What’s it going to look like?
Describing himself as a “bit of a data junkie,” O’Neil said a major focus will now be to understand more about Merlin’s customers and their preferences – rather than simply "building new rollercoasters".
“Data will help us understand what experiences we should be acquiring, enable us to custom-tailor our experiences for our visitors and encourage them to come back more often,” he said.
“A lot of our emphasis will be on pricing, data, F&B and retail to make sure those are four things we do at a world-class level.
“It may not be as interesting as building a rollercoaster or doing the next deal with Sony Entertainment or Ferrari, but these things are at the core of the business.”
In terms of pricing, O’Neil is keen to implement new practices, such as “a more sophisticated dynamic pricing model".
"The guest experience is hugely impacted by how many people are side by side with you," he said.
"If you’ve been to an overcrowded theme park, you’d be hard-pressed to say that it was as good an experience as if the numbers were regulated – and one way to regulate that is with dynamic pricing.”
O’Neil added, however, that the new, data-driven direction of travel doesn't mean Merlin won't be investing in new attractions.
This has been reflected the number of new projects announced since his arrival.
These include North America’s second Peppa Pig Theme Park, which is due to open in north Texas in 2024; the construction of a £35m 150-lodge Legoland Holiday Village at Legoland Windsor; and a global partnership with Ferrari to develop immersive themed brand experiences at three Legoland theme parks.
“We’re in a growth phase right now and we’re very bullish about our future,” O'Neil told Attractions Management.
“When we last updated the market, we said trading is good, the US and the UK have been particularly strong. Asia’s still got some recovery left, but Europe’s been good, Australia is doing well. We’re doing great."
* To read the full interview in Issue 2/2023 of Attractions Management, click here.
Merlin Scott O'Neil Nick VarneyMerlin plans to make London Eye a permanent fixture
Merlin promotes Fiona Eastwood to chief operating officer
Scott O’Neil takes the reins from Nick Varney at Merlin Entertainment
FEATURE: Interview – Scott O'Neil
Wellness real estate market booming – forecast to reach $913bn by 2028, reports GWI
UAE’s first Dior Spa debuts in Dubai at Dorchester Collection’s newest hotel, The Lana
Europe's premier Evian Spa unveiled at Hôtel Royal in France
Clinique La Prairie unveils health resort in China after two-year project
GoCo Health Innovation City in Sweden plans to lead the world in delivering wellness and new science
Four Seasons announces luxury wellness resort and residences at Amaala
Aman sister brand Janu debuts in Tokyo with four-floor urban wellness retreat
€38m geothermal spa and leisure centre to revitalise Croatian city of Bjelovar
Two Santani eco-friendly wellness resorts coming to Oman, partnered with Omran Group
Kerzner shows confidence in its Siro wellness hotel concept, revealing plans to open 100
Ritz-Carlton, Portland unveils skyline spa inspired by unfolding petals of a rose
Rogers Stirk Harbour & Partners are just one of the names behind The Emory hotel London and Surrenne private members club
Peninsula Hot Springs unveils AUS$11.7m sister site in Australian outback
IWBI creates WELL for residential programme to inspire healthy living environments
Conrad Orlando unveils water-inspired spa oasis amid billion-dollar Evermore Resort complex
Studio A+ realises striking urban hot springs retreat in China's Shanxi Province
Populous reveals plans for major e-sports arena in Saudi Arabia
Wake The Tiger launches new 1,000sq m expansion
Othership CEO envisions its urban bathhouses in every city in North America
Merlin teams up with Hasbro and Lego to create Peppa Pig experiences
SHA Wellness unveils highly-anticipated Mexico outpost
One&Only One Za’abeel opens in Dubai featuring striking design by Nikken Sekkei
Luxury spa hotel, Calcot Manor, creates new Grain Store health club
'World's largest' indoor ski centre by 10 Design slated to open in 2025
Murrayshall Country Estate awarded planning permission for multi-million-pound spa and leisure centre
Aman's Janu hotel by Pelli Clarke & Partners will have 4,000sq m of wellness space
Therme Group confirms Incheon Golden Harbor location for South Korean wellbeing resort
Universal Studios eyes the UK for first European resort
King of Bhutan unveils masterplan for Mindfulness City, designed by BIG, Arup and Cistri
Rural locations are the next frontier for expansion for the health club sector
Early-onset MS inspired Adria Lake to explore resilience as both a healing modality and an approach to design in the creation of her new home and company headquarters in Colorado
Designing an eco hotel for the Galapagos Islands that allowed the stunning natural surroundings to take centre stage while minimising its impact on the land presented its own unique set of challenges, Ecuadorian architect Humberto Plaza tells Kathryn Hudson