Jordan Middleton, assistant brand manager at Thorpe Park Resort, explains how operators can best work with their audiences, especially the die-hard fans who can change public sentiment with a single tweet
Middleton is a key part of the team at the Merlin-operated Thorpe Park
It’s easy to forget how lucky we are to live and work in an age where we have such a direct line of contact with our fans. I can’t imagine the excitement of launching a new ride or putting out a new piece of news or information without the buzz that comes from reading the initial fan comments.
Seeing the shares, comments and reactions increase as the excitement and discussion builds. Realising that those months of hard work have paid off is a feeling unlike any other and that instantaneous fan feedback is precious because it’s absolutely priceless. It’s a litmus test of how your message will be received across the board and is an invaluable tool when it comes to communications, marketing and PR.
Fan knowledge Working with influencers in theme park marketing is a gift. For me, working on-site at a park is particularly wonderful because not only do we benefit from that two-way fan/park communication via social media, fans also share their thoughts and feedback directly with me in the park, which I can then take back to my desk.
It’s a competitive advantage that not many other marketeers around the world have the benefit of and one I look to maximise at every opportunity.
Fans are an endless source of knowledge, whether it be sharing feedback on a change in operations that hasn’t been communicated clearly, or whether they remember something that worked well that we might want to re-instate.
Influencing the influencers Although the fan/park dialogue can be rocky at times, in my experience it’s largely positive if you’re willing to work together.
If you have fans on-side, then you essentially have an army to fill that sometimes-daunting social media echo chamber with praise, positive feedback, helpful suggestions and playful banter.
Having these real conversations via social media with our fan groups humanises the resort as a brand, allowing us to come across as more approachable and likeable. At Thorpe Park, we dedicate hours of our time to engaging with fans on Twitter. Often it ends up with other parks joining in and everybody involved having a good laugh. It allows the joy of a day out at the resort to extend beyond the gates and as a result, it simultaneously enriches the perception of the brand and strengthens the park/fan relationship, which can only be of benefit to us all.
Loyal followers can also help tactically through their own communications, in both positive and negative ways.
We often work with fan groups in the very early ‘tease’ phases of a campaign, sharing a vital piece of information with one or two key influencers in the community. We then watch as it spreads like wildfire, as the various groups discuss and theorise what this new piece of the puzzle could possibly mean.
Dealing with backlash Then there’s the other side of the coin. What do you do when a rumour gets out of hand and that once playful and optimistic discussion starts to stray down the wrong path and comments become negative? In this instance, we would issue an official statement directly to the fan groups stating the facts to ensure any rumour remains just that – a rumour.
Not only does this benefit us by quashing potentially negative discussions, it also further improves the relationship with fans, by maintaining a line of contact.
Public negativity and potential social media backlash seems daunting, but there are ways attractions can control these.
Firstly, we always follow our social media guidelines, to protect our team and ensure communications remain professional while maintaining our brand’s tone of voice.
It’s also important to communicate in a concise and informed manner, and not be afraid to call out uninformed comments or factual inaccuracies. On the rare occasion when there’s an incident, social provides the best, and now generally expected, way of communicating quickly with the park’s stakeholders, including our guests.
A look behind the curtain Merlin Entertainments – Thorpe Park’s parent company – launched its Merlin Backstage service in 2016.
It’s a platform that highlights the great work we do across all of our attractions and it’s about sharing brand positivity, achievements we’re proud of as a company and exciting behind the scenes articles that grip the interest of the most dedicated members of our fanbase.
Increasingly some parts of the media rely on sensationalism in order to drive clicks or paper sales, at the expense of telling the whole story.
We want to ensure that when people form an impression of Merlin, they do so with the right context and information.
Our fans shout the loudest on our social media platforms, and because they love sharing and engaging with these articles, this, in turn, helps boost a better understanding of what Merlin does.
Getting engaged The key to strengthening your attraction’s fan base is simple – engage.
Use your social media platforms to leave comments on your fans’ content.
Share their reactions and opinions on your official channels and make their voice heard. Let them know how much you loved their latest vlog and actively take an interest in the content they’re producing and the information they’re giving you.
Fan-made vlogs, Facebook comments and discussions and even internet forums are a goldmine when it comes to gaining first-hand perspectives of a day out at your attraction. It’s absolutely something parks should be taking the time to read through and engage with. Not only will it let the fans know the park they love, really does care about them and has a vested interest in what they’re doing, it also unlocks priceless information you can use to continue to develop and improve your product.
From my own personal background as a fan, it’s easy for me to understand how news can be blown out of proportion. “Somebody has a brother who works on a ride who heard the gardener say such and such is happening”, and suddenly it’s taken as gospel and you have hundreds of angry fans demanding more information. I understand how fans behave and react because I’m one myself. I believe that my experience as a theme park enthusiast has instilled in me a valuable knowledge of not only how these rumours and misinformation spread but also how fan groups want to be treated by the theme parks that they love.
Building relationships Social media is an incredibly powerful brand building, engagement tool, but it has its risks too. We’re aware that people are not always who they say they are, which is why we have clear guidelines for using social media. They’re there to protect both us and the company. I’m passionate about the importance attractions should place on maintaining a good relationship with fan groups. They can be honest – brutally so at times – but it’s that honesty that will help you identify any key issues at your park. It’s about trust and respect because ultimately, we all have the attraction’s best interests at heart – whether that’s from a personal or business perspective. For me, it’s both.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 4
Rides: Themed dreams
We take a look at some of the major
openings at visitor attractions worldwide
Theme Parks: Fan power
Jordan Middleton explains how operators
can best work with their audiences
Tourism: The Tourist Trap
What role could attractions play to keep
tourism beneficial for residents and
visitors alike? Kath Hudson reports
Conference: Creativity Cocktail
This year’s SATE conference came to the global epicentre for themed entertainment – Orlando – as the Themed Entertainment Association (TEA) searched for the secrets to “The Experience Recipe”.
Promotional feature: Whitewater
WhiteWater is branching out of the waterpark business as it
introduces two new attractions products and its brand new
Vantage guest engagement and management software
Show report: Enabling fun
Tom Anstey was on-hand to see what was
on offer at this year’s Euro Attractions Show
Promotional feature: Simtec - forward thinking
Simtec is a flying theatre and simulator ride supplier
for the attractions industry, as well as a manufacturer
of driving and flight simulation applications
Jordan Middleton has a long-held passion for the themed attractions industry and uses her knowledge to bring exciting and innovative attractions and events to life.
Since taking up her position at Thorpe Park, she’s helped to oversee the delivery and implementation of ‘The Year Of The Walking Dead’, including the launch of ‘The Walking Dead: The Ride’ in March 2018.
Middleton joined Thorpe Park as its social media executive, a role she landed through her experience assisting with the operation of the social media channels for enthusiast website CoasterForce. She used her knowledge of social media and branding to develop the theme park’s social channels, bringing it to life through its multiple digital platforms.
Alongside her role at Thorpe Park, she also runs her own fan page Cupcakes & Coasters, which has more 5,000 followers.
Fan opinion can make or break an attraction and it’s up to attractions to manage their relationship with their guests
Middleton helped to deliver Thorpe Park’s ‘Year of the Walking Dead’, which proved to be a huge success
COMPANY PROFILES
QubicaAMF UK
QubicaAMF is the largest and most
innovative bowling equipment provider with
600 employees worldwi [more...]
Alterface
Alterface’s Creative Division team is
seasoned in concept and ride development,
as well as storyte [more...]
IDEATTACK
IDEATTACK is a full-service planning and
design company with headquarters in
Los Angeles. [more...]
Painting With Light
By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
Jordan Middleton, assistant brand manager at Thorpe Park Resort, explains how operators can best work with their audiences, especially the die-hard fans who can change public sentiment with a single tweet
Middleton is a key part of the team at the Merlin-operated Thorpe Park
It’s easy to forget how lucky we are to live and work in an age where we have such a direct line of contact with our fans. I can’t imagine the excitement of launching a new ride or putting out a new piece of news or information without the buzz that comes from reading the initial fan comments.
Seeing the shares, comments and reactions increase as the excitement and discussion builds. Realising that those months of hard work have paid off is a feeling unlike any other and that instantaneous fan feedback is precious because it’s absolutely priceless. It’s a litmus test of how your message will be received across the board and is an invaluable tool when it comes to communications, marketing and PR.
Fan knowledge Working with influencers in theme park marketing is a gift. For me, working on-site at a park is particularly wonderful because not only do we benefit from that two-way fan/park communication via social media, fans also share their thoughts and feedback directly with me in the park, which I can then take back to my desk.
It’s a competitive advantage that not many other marketeers around the world have the benefit of and one I look to maximise at every opportunity.
Fans are an endless source of knowledge, whether it be sharing feedback on a change in operations that hasn’t been communicated clearly, or whether they remember something that worked well that we might want to re-instate.
Influencing the influencers Although the fan/park dialogue can be rocky at times, in my experience it’s largely positive if you’re willing to work together.
If you have fans on-side, then you essentially have an army to fill that sometimes-daunting social media echo chamber with praise, positive feedback, helpful suggestions and playful banter.
Having these real conversations via social media with our fan groups humanises the resort as a brand, allowing us to come across as more approachable and likeable. At Thorpe Park, we dedicate hours of our time to engaging with fans on Twitter. Often it ends up with other parks joining in and everybody involved having a good laugh. It allows the joy of a day out at the resort to extend beyond the gates and as a result, it simultaneously enriches the perception of the brand and strengthens the park/fan relationship, which can only be of benefit to us all.
Loyal followers can also help tactically through their own communications, in both positive and negative ways.
We often work with fan groups in the very early ‘tease’ phases of a campaign, sharing a vital piece of information with one or two key influencers in the community. We then watch as it spreads like wildfire, as the various groups discuss and theorise what this new piece of the puzzle could possibly mean.
Dealing with backlash Then there’s the other side of the coin. What do you do when a rumour gets out of hand and that once playful and optimistic discussion starts to stray down the wrong path and comments become negative? In this instance, we would issue an official statement directly to the fan groups stating the facts to ensure any rumour remains just that – a rumour.
Not only does this benefit us by quashing potentially negative discussions, it also further improves the relationship with fans, by maintaining a line of contact.
Public negativity and potential social media backlash seems daunting, but there are ways attractions can control these.
Firstly, we always follow our social media guidelines, to protect our team and ensure communications remain professional while maintaining our brand’s tone of voice.
It’s also important to communicate in a concise and informed manner, and not be afraid to call out uninformed comments or factual inaccuracies. On the rare occasion when there’s an incident, social provides the best, and now generally expected, way of communicating quickly with the park’s stakeholders, including our guests.
A look behind the curtain Merlin Entertainments – Thorpe Park’s parent company – launched its Merlin Backstage service in 2016.
It’s a platform that highlights the great work we do across all of our attractions and it’s about sharing brand positivity, achievements we’re proud of as a company and exciting behind the scenes articles that grip the interest of the most dedicated members of our fanbase.
Increasingly some parts of the media rely on sensationalism in order to drive clicks or paper sales, at the expense of telling the whole story.
We want to ensure that when people form an impression of Merlin, they do so with the right context and information.
Our fans shout the loudest on our social media platforms, and because they love sharing and engaging with these articles, this, in turn, helps boost a better understanding of what Merlin does.
Getting engaged The key to strengthening your attraction’s fan base is simple – engage.
Use your social media platforms to leave comments on your fans’ content.
Share their reactions and opinions on your official channels and make their voice heard. Let them know how much you loved their latest vlog and actively take an interest in the content they’re producing and the information they’re giving you.
Fan-made vlogs, Facebook comments and discussions and even internet forums are a goldmine when it comes to gaining first-hand perspectives of a day out at your attraction. It’s absolutely something parks should be taking the time to read through and engage with. Not only will it let the fans know the park they love, really does care about them and has a vested interest in what they’re doing, it also unlocks priceless information you can use to continue to develop and improve your product.
From my own personal background as a fan, it’s easy for me to understand how news can be blown out of proportion. “Somebody has a brother who works on a ride who heard the gardener say such and such is happening”, and suddenly it’s taken as gospel and you have hundreds of angry fans demanding more information. I understand how fans behave and react because I’m one myself. I believe that my experience as a theme park enthusiast has instilled in me a valuable knowledge of not only how these rumours and misinformation spread but also how fan groups want to be treated by the theme parks that they love.
Building relationships Social media is an incredibly powerful brand building, engagement tool, but it has its risks too. We’re aware that people are not always who they say they are, which is why we have clear guidelines for using social media. They’re there to protect both us and the company. I’m passionate about the importance attractions should place on maintaining a good relationship with fan groups. They can be honest – brutally so at times – but it’s that honesty that will help you identify any key issues at your park. It’s about trust and respect because ultimately, we all have the attraction’s best interests at heart – whether that’s from a personal or business perspective. For me, it’s both.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 4
Rides: Themed dreams
We take a look at some of the major
openings at visitor attractions worldwide
Theme Parks: Fan power
Jordan Middleton explains how operators
can best work with their audiences
Tourism: The Tourist Trap
What role could attractions play to keep
tourism beneficial for residents and
visitors alike? Kath Hudson reports
Conference: Creativity Cocktail
This year’s SATE conference came to the global epicentre for themed entertainment – Orlando – as the Themed Entertainment Association (TEA) searched for the secrets to “The Experience Recipe”.
Promotional feature: Whitewater
WhiteWater is branching out of the waterpark business as it
introduces two new attractions products and its brand new
Vantage guest engagement and management software
Show report: Enabling fun
Tom Anstey was on-hand to see what was
on offer at this year’s Euro Attractions Show
Promotional feature: Simtec - forward thinking
Simtec is a flying theatre and simulator ride supplier
for the attractions industry, as well as a manufacturer
of driving and flight simulation applications
Jordan Middleton has a long-held passion for the themed attractions industry and uses her knowledge to bring exciting and innovative attractions and events to life.
Since taking up her position at Thorpe Park, she’s helped to oversee the delivery and implementation of ‘The Year Of The Walking Dead’, including the launch of ‘The Walking Dead: The Ride’ in March 2018.
Middleton joined Thorpe Park as its social media executive, a role she landed through her experience assisting with the operation of the social media channels for enthusiast website CoasterForce. She used her knowledge of social media and branding to develop the theme park’s social channels, bringing it to life through its multiple digital platforms.
Alongside her role at Thorpe Park, she also runs her own fan page Cupcakes & Coasters, which has more 5,000 followers.
Fan opinion can make or break an attraction and it’s up to attractions to manage their relationship with their guests
Middleton helped to deliver Thorpe Park’s ‘Year of the Walking Dead’, which proved to be a huge success
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
+ More news
COMPANY PROFILES
QubicaAMF UK QubicaAMF is the largest and most
innovative bowling equipment provider with
600 employees worldwi [more...]
Alterface Alterface’s Creative Division team is
seasoned in concept and ride development,
as well as storyte [more...]
IDEATTACK IDEATTACK is a full-service planning and
design company with headquarters in
Los Angeles. [more...]
Painting With Light By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
