The local council in Blackpool has signed up global visitor attractions operator Merlin Entertainments to administer the operations and redevelopment of the Blackpool Tower complex and Louis Tussauds Waxworks once it formally takes over the businesses in late 2010. In an ambitious step, the Council has concluded the purchase of the Blackpool Tower, Winter Gardens, the Golden Mile Centre and Louis Tussauds buildings. The purchases have been made possible following winning bids for European and Government funding and £10m from the Council's own funds. The Winter Gardens will be operated alongside Blackpool's three landmark Piers by Crown Leisure as part of the deal. Blackpool is confident that this is a wonderful deal securing long-term investment in the resort and is the culmination of several weeks of negotiations. The Council is ambitious for Blackpool and Merlin is completely the correct choice. Merlin is a global company and the major entertainment name in the UK and Europe, and they will be bringing some of the worlds most iconic attractions to Blackpool. Merlin's existing UK portfolio comprises the Alton Towers Resort, Thorpe Park, Warwick Castle, the Dungeons, Madame Tussauds, LEGOLAND and the London Eye. The company also operates the world's leading aquarium brand – SEA LIFE, including the successful attraction on Blackpool Promenade. The plans shape part of the Council's ambitions to create an exciting, world class leisure resort for the future and Merlin's expertise and brand names are viewed as key to attaining this. As part of the deal, Merlin will not simply bring a thrilling new Dungeon attraction to the Blackpool Tower; but also use its knowledge in operating the internationally famous London Eye to develop the existing observation stand at the top of the Tower into an exciting new 'Eye' branded experience, including a 4D cinema preview show. Also, the current Louis Tussauds wax attraction will be developed into another UK Madame Tussauds, with all the interactivity and high quality figures associated with this exclusive brand name. As it is a listed building, the present repair programme for Blackpool Tower itself will go on; and the famed Circus and Ballroom will be retained and are predicted to be in huge demand in the future to host a programme of exciting new events. These investment plans may well bring an extra eight hundred thousand tourists each year generating up to fifty five million pounds more spend right across the town. Improvements to the meeting amenities at the Winter Gardens, residence to the Opera House, are additionally planned which endeavour to accomplish a mid-tier conferencing facility intended to attract additional business tourism visits and events to the town pulling in an estimated 250,000 visitors. This is a vastly innovative and ground breaking initiative by Blackpool Council, and a measure of just how seriously they take the future rejuvenation of the resort. From 2011, no other UK centre other than London will be able to offer visitors such a unique and broad selection of international attraction brands. This will help with what is already one of the best loved and iconic beach resorts in Europe into the premier league. Merlin already have a long term association with the town through SEA LIFE, and the Tower complex offers a very exciting and distinctive location for several of their internationally renowned attraction brands. Given their experience to date, and the Council's exciting regeneration strategy, they believe that this partnership will present substantial commercial advantages for both Merlin and Blackpool; but most notably true benefits for future visitors to the resort. This is a bold but required initiative which offers the greatest possible platform for strengthening the destination role of the town. This will no doubt result in a significant increase in jobs and customer numbers and will no doubt weld together all the other valuable initiatives and programmes that are intended to make Blackpool an alluring location to live, visit and make investments. Hotel owners and small businesses in Blackpool have hailed the deal saying it will put Blackpool well and truly back in the tourism limelight for families from all over the British Isles. This is an incredible chance for the resort to truly harvest the benefits from having such major brands working in the area. The deal will see Merlin market the Blackpool attractions throughout the United Kingdom and also in Europe helping to raise Blackpool's profile as a tourist destination.
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A huge revamp for the seaside town of Blackpool is estimated to bring many new visitors to the resort. Blackpool Tower, Louis Tussauds, The Golden Mile Centre and Winter Gardens are all a part of Blackpool's heritage. The local council settled a deal that will permit these iconic attractions to be owned by the Town and to ensure they are available for future generations to enjoy.
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