Clockwise from top: Visitors having fun at Gardaland in Italy; Madame Tussaud’s; and the Sydney Tower – acquired in 2005


MERLIN TIMELINE 1 9 9 9- 2 0 1 3


1999 ■■Merlin Entertainments Group formed via £47m MBO from Vardon


2000-4 ■■Continued expansion of the SEA LIFE Centre brand in Europe, including at Disneyland Paris as first third-party attraction brand for Disney resort ■■Visitor numbers up 25% since buyout to over 5 million


AM 1 2014 ©Cybertrek 2014


2004 ■■Earth Explorer launched in Belgium (sold 2013) ■■Merlin now Number 1 attraction operator in Germany ■■Secondary buyout backed by Hermes Private Equity


2005 ■■Blackstone purchased Merlin for £102m ■■LEGOLAND (LL) acquisition makes Merlin No 2 in Europe/No 9 in world


2006 ■■ Italian acquisitions: Aquatica Water Park, Milan; and Italy’s No 1 theme park – Gardaland ■ ■Merlin Now No 1 European Visitor Attraction Operator/ No. 6 Worldwide


2007 ■■LEGOLAND Discovery Centre – the first of a new indoor interactive attraction opened in Berlin in April 2007 ■■May – Acquisition of Tussauds Group takes Merlin to the No 2 visitor attraction operator in the world


2008 ■ ■Acquisition of The London Aquarium in May – reopens as SEA LIFE London Aquarium in 2009 after £5m refit


2010 ■ ■Buys Cypress Gardens, Florida, with plan to turn it into the 5th LEGOLAND park


2011 ■ ■Acquires 6 top Australian/ NZ attractions in Sydney Attractions Group in February ■ ■LEGOLAND Florida opens


2012 ■ ■Completes acquisition of Living and Leisure Australia: includes 10 major attractions ■■LEGOLAND Malaysia opens


2013 ■ ■Sells Earth Explorer to Blueprint Entertainment ■■Merlin Entertainments floats on the London Stock Exchange


2014 ■ ■Announces deal with DreamWorks for six Shrek attractions before 2023


Read Attractions Management online attractionsmanagement.com/digital 33


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