Internationally recognised art and literary critic, writer and cultural producer. Published in ELLE, Glamour, Esquire and Cosmopolitan; member of the Union of Writers.
Universal Studios is no stranger to making blockbuster movies. From Jurassic Park to Fast and Furious, from Despicable Me to The Mummy, the Hollywood studio has produced some of the most successful and beloved films of all time. But Universal is not just a movie maker. It is also a theme park operator, with five destinations around the world: Florida, California, Japan, China, and Singapore.
Now, Universal has set its sights on a new market: the UK. The studio has confirmed that it has acquired a large plot of land in Bedford, England, and is exploring the feasibility of building its first UK theme park and resort there. If the plans go ahead, Universal would join the likes of Legoland, Thorpe Park, Chessington, and Alton Towers in the UK’s competitive and lucrative theme park industry.
But why would Universal choose the UK as its next destination? And what can we expect from a potential UK theme park? Here are some of the factors that could influence Universal’s decision and strategy.
The UK market
The UK may not have the sunny weather and the year-round demand that Universal enjoys in its US and Asian locations, but it has other advantages. The UK is one of the largest and most affluent markets in Europe, with a population of over 66 million people and a GDP of over $2.8 trillion. More than half of the UK population live within two hours of the Bedford site, which is also close to London, one of the world’s most visited cities. The site is easily accessible by road, rail, and air, with Luton airport nearby.
The UK also has a strong appetite for theme parks, with over 15 million visitors in 2021, according to the Themed Entertainment Association. The UK’s theme park industry is worth over $1.5 billion, and is expected to grow by 3.4% annually until 2026, according to IBISWorld. The UK’s theme park market is dominated by Merlin Entertainments, which owns Legoland, Thorpe Park, Chessington, and Alton Towers, among others. Merlin has a market share of over 70%, and has invested heavily in expanding and upgrading its attractions.
Universal could see the UK as an opportunity to tap into a large and growing market, and to challenge Merlin’s dominance. Universal could also leverage its global brand recognition and its strong portfolio of intellectual properties to attract visitors. Universal has the rights to some of the most popular and iconic franchises and characters in the world, such as Harry Potter, Jurassic World, The Simpsons, Minions, and Transformers. Universal could also tailor its attractions to the UK audience, by featuring local favourites such as Paddington, James Bond, and Doctor Who.
The challenges
However, Universal would also face some challenges in building and operating a UK theme park. One of the main challenges is the weather. The UK is known for its unpredictable and often rainy climate, which could affect the attendance and the operations of the park. Universal would have to design its attractions to cope with the weather, by making more of them indoors or covered, or by using technology to adjust the speed and intensity of the rides. Universal would also have to consider the seasonality of the demand, and plan its opening hours and pricing accordingly.
Another challenge is the competition. The UK’s theme park market is already crowded and mature, with several established and well-known players. Universal would have to compete not only with Merlin, but also with other operators such as Paultons Park, Blackpool Pleasure Beach, and Drayton Manor. Universal would also have to compete with other forms of entertainment and leisure, such as cinemas, museums, theatres, and sports. Universal would have to differentiate itself from its rivals, by offering unique and innovative attractions, and by providing a high-quality and immersive experience.
A third challenge is the regulation. The UK has strict and complex rules and regulations for the theme park industry, covering areas such as health and safety, planning and zoning, environmental impact, and consumer protection. Universal would have to comply with these regulations, and obtain the necessary permits and approvals from the authorities. Universal would also have to deal with the potential opposition and objections from the local community, such as residents, businesses, and environmental groups. Universal would have to engage with the stakeholders and the public, and address their concerns and expectations.
The outlook
Universal Studios has confirmed that it is at the early stages of exploring the feasibility of a UK theme park, and that it will be many months before it makes a decision to proceed. The studio has not revealed any details about the potential park, such as its size, budget, timeline, or theme. However, based on its existing parks, we can speculate that the park would be a full-scale Universal Studios, with a mix of rollercoasters and dark rides, based on its hit films and franchises. The park could also include a resort, with hotels, restaurants, shops, and entertainment venues.
The prospect of a Universal Studios theme park in the UK has excited many fans and industry observers, who see it as a boost for the UK’s tourism and economy, and as a chance to enjoy some of the world’s best attractions without having to travel abroad. However, the project also faces many challenges and uncertainties, and it is not a done deal yet. Universal will have to weigh the costs and benefits, and overcome the hurdles, before it can make its UK dream a reality.
