What happened in the accident was nothing short of horrific and has wrecked young lives forever. I can’t imagine how frightening that must have been and it must never happen again, anywhere in the world.
But for a moment, I would like to take a slightly dispassionate look at what I believe will happen to the brands of Alton Towers, Merlin and The Smiler.
Firstly I think the brand of Alton Towers will be fine, it will be damaged for a while, numbers will be down, but in reality, there is never a safer time to visit any attraction than just after an accident. Every early warning system will be on super high alert and the HSE will be crawling all over their every move. Alton Towers is a British superbrand and the way that Merlin CEO Nick Varney has handled himself in the press has been, in my opinion, nothing short of excellent, open and honest. He has allowed all of the bad news to come out, offered refunds to anyone who wants them and generally sounded very distressed by the incident. He has displayed good human values that people will relate to. He has four kids himself and I’m sure they use the park themselves, so of course he would want it to be world class safe – what parent wouldn’t?
Merlin are a world class brand. I saw a presentation from their Head of HR at Blooloop live a few weeks ago and they are delivering standards worldwide. I think this means you can rest assured that they will be running the most stringent safety checks on every one of their rides in every country they operate (which is a lot). Merlin will now get better because of this – everywhere.
But for Smiler, the future is less certain. There is an awful argument that this only adds a new element of danger to the ride for the real risk takers, but I hate this argument. For me, risk in an attraction MUST only ever be perceived. Real risk is just not appropriate in a fun environment.
So I think Smiler is on its way out. I would suggest that it will be removed as quietly as possible (press coverage allowing), maybe with the costs covered by the German manufacturers and it will turn up with totally new branding and maybe a new track layout in another market (The Far East or possibly Eastern Europe). The Smiler brand is busted and if I was in charge, I would bite the financial bullet and get rid of the bad name it could yet deliver.
In the meantime, I can only wish for a speedy recovery for those who have been injured both physically and mentally. And thanks to the London Evening Standard for their image. Here’s the link to their article.