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案例库 · 战略与领导 · 战略决策 · 1988–2001

这条还没译成中文,下面是英文原文。

The Coronation Street tour drew 5.25M fans — Granada shut it anyway

Granada's Manchester studio tour opened in 1988 and drew 5.25 million visitors; by January 2001 the company judged it no longer worth keeping, and shut it.

Granada Studios Tour · Granada Media · 2001-01

怎么回事

Granada Studios Tour opened in Manchester in July 1988, next door to the television studios that made Coronation Street. Fans could walk the cobbles of the actual exterior set, drink in a replica Rovers Return, and later ride the MotionMaster simulator and the Skytrak flying coaster. In its first eight months it drew 600,000 visitors, and more than 5 million came in total.

By the mid-1990s the crowds were sliding — around 780,000 a year in 1996, falling fast after that. The Skytrak coaster, opened in October 1997, was shut within a year over reliability problems, and the complex grew tired. In December 1999 the tour stopped admitting the public at all, running only for pre-booked groups.

On 18 January 2001 Granada Media announced the attraction would close for good at the end of February, with the loss of 38 jobs, after a year-long review: it was no longer appealing enough in a fiercely competitive market and did not fit the company's core media business. Granada's money and attention had moved to ONdigital, the digital TV venture that would soon collapse in its own right. The site was cleared to extend Coronation Street's filming set.

为什么会这样

  • A TV-set tour has one novelty; after the mid-1990s the crowds fell fast and repeat visits never filled the gap.
  • Granada's attention moved to ONdigital, and the tour lost the investment it needed to stay fresh.
  • The year-long review judged the attraction off-strategy — not worth rescuing, whatever its past numbers.
代价A 13-year attraction and 38 jobs代价高昂

教训

5.25 million fans walked the cobbles in 13 years, then crowds collapsed and Granada judged the tour off-strategy. The street survived as a film set; the attraction didn't.

后来呢

The Coronation Street set reopened for a temporary public tour from April 2014 to December 2015; ONdigital, Granada's replacement bet, became ITV Digital and collapsed in 2002.

资料来源

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