The UK’s most iconic seaside landmark is to be taken over by the local council’s tourism company—in what’s being hailed as a “new era” for the 131-year-old attraction. When it opened, Blackpool Tower was the tallest man-made structure in the British Empire and inspired by the Eiffel Tower in Paris, gazing over the Lancashire town’s famous golden sands.
In 2010 – after years of switching owners – Blackpool Council bought the Tower and brought in Alton Towers and Thorpe Park-owners the Merlin Entertainment to manage it and add attractions, including a new Dungeon attraction and observation deck ‘Blackpool Tower Eye’, as well the Blackpool Madame Tussauds waxwork museum. Now the thrilled council has revealed that, after 15 years, the Tower (including Blackpool Tower Eye, Circus and Ballroom) will be handed over to the authority’s in-house Blackpool Tourism Ltd company on 1 August, with Merlin Entertainments “fully supporting” the switch.
Blackpool Tourism Ltd will also take over managing Madame Tussauds and the Dungeons, alongside the Sandcastle waterpark and the Showtown Museum.
As part of this change, both parties have also agreed to enter a new partnership to enable Madame Tussauds and The Dungeons to continue operating. This marks the first-ever UK franchise agreements for the two iconic brands.
Blackpool Council leader Lynn Williams said the Tower’s handover was an “exciting” new chapter and a “new era” for Blackpool’s tourism industry.
Cllr Lynn Williams, Leader of Blackpool Council, said: “This is an exciting day for Blackpool and the start of a new era for our tourism industry.
“In 2010, Blackpool Council bought Blackpool Tower, bringing it into public ownership for the first time to safeguard the future of our much-loved iconic landmark whilst also transforming it into a tourist attraction fit for the 21st century.
“It was a bold and ambitious move and one that has reaped rewards ever since. It is such a special place and needs to be protected and preserved for future generations.
“Back in 2010, we did not have the skills or knowledge within the town to redevelop the Tower into a modern attraction.
“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.”
The Blackpool Tower Company was founded by London-based Standard Contract & Debenture Corporation in 1890, when it bought an aquarium on Central Promenade with the intention of building a replica Eiffel Tower.
Costing nearly £300,000, the 518 ft (158m) tower opened on May 14, 1894.
Its complex includes a circus whose ring is flooded for its finale, and the 120 ft (37m) by 10 ft (31m) ballroom with a sprung floor made of 30,600 separate planks of oak, mahogany and walnut.
The dancefloor and the ballroom’s famous 1935-built organ are prominently featured in the BBC show Strictly Come Dancing.
Kate Shane has been the managing director of Blackpool Council’s leisure portfolio since last summer. Prior to that, she was the regional director at Merlin Entertainments.
Ms Shane, Managing Director of Blackpool Tourism Limited, 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 resorts 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 that have yet to see everything that Blackpool has to offer.
“Blackpool Tourism Ltd 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.”
Merlin added that existing Merlin season passes and pre-bought tickets would be honoured.
Andy Turner, Merlin’s Regional Director (Rest of UK) of Gateway Attractions, explained: “Back in 2010, Blackpool Council and Merlin set out a bold ambition to transform the Tower into a visitor attraction the town could be proud of.
“In parallel, we committed to upgrading a locally run waxworks into an iconic Madame Tussauds attraction.
“Over the past 15 years, in close cooperation with the council, we have made significant progress and laid strong foundations which set these attractions up for long-term success, well into the future.
“We fully support the local authority’s desire to see these attractions return to local management, and we welcome the clear direction the council leadership has provided.
“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 absolutely committed to the ongoing success of tourism in Blackpool, not least so that the two brands we are franchising to Blackpool Tourism Ltd 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.”