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Merlin Magic Making, the creative and development department of the world's second largest visitor attractions operator Merlin Entertainments Group, has appointed Michael Braithwaite as the company’s Shows Director.
Reporting directly to Merlin Group Creative Director, Paul Moreton, his role will be to review all the show formats in Merlin’s resort theme parks, hotels and midway attractions, creating "a clear strategy for the future which not only raises the overall quality of both the content and performance but also ensures the entertainment reflects the positioning of the individual brands, and the audience profile", according to an official statement.
He will also work very closely with both his colleagues at Merlin Magic Making and with local attraction and brand teams on new concepts, integrating entertainment/show elements with overall themes and creative development.
Among Merlin's attractions are Alton Towers Resort (UK), Thorpe Park (UK), Chessington World of Adventures Resort (UK), Gardaland (Italy), Heide-Park Resort (Germany), the Dungeons and the LEGOLAND theme parks.
Commenting, Paul Moreton said; “Shows and live entertainment are a very key part of the Merlin ‘magic’ in our attractions around the World. Michael’s background in theatre, music and major event development will bring new skills to Merlin Magic Making ensuring our live entertainment is World class, and providing yet more memorable experiences for millions of our guests.”
Michael Braithwaite has a broad experience in live entertainment most recently as Senior Producer for the Mayor of London’s Outdoor Festival, a key event supporting Festival 2012 and the 2012 London Olympic and Paralympic Games.
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The NewsParcs' Theme Park Supplier's News of the Week is a round-up of the latest news relative to companies supplying the theme park industry around the world. This weekly report covers topics such as corporate announcements, ...
Our Industry Roundup is a summary of the latest major news related to the theme park industry worldwide. We report news specifically on operators, owners, trade associations and related organizations, including trends, attendance...