I think AT is missing something HUGE...
A happy experience!
Small inexpensive gestures really make people happy. Hotels are experts at giving away tiny things to make people feel special, in case Merlin didn't realize, they ARE in the hospitality industry.
Here is what I would do...
#random free fast track tickets passed out to people wandering around, a free gift that will result in good will AND may very well increase fast track ticket sales on the next visit.
#free drinks, snacks, Lolly's handed out at random. Very low cost and could even be free if AT invited brands to do it as marketing exposure, it may even generate money.
#free AT balloons for kids handed out at the entrance.
#staff that ask you if you are having a great day And if there is anything they can do for you.
#staff that smile & say hello, paying particular attention to children.
#Staff at the park entrance welcoming everybody.
#free (with a deposit) picnic rugs available for people who want to sit out on the main lawn, with entertainment (maybe jugglers, crazy musicians, random pirates) and upsell opportunities like strawberries & cream, family picnic hampers or champagne & nibbles for couples.
#random chatty staff wandering around the parks/Q's entertaining people.
#entertainment in q's ... Quick touch screen quiz questions, live videos of people on the ride your waiting for (or other rides... Which could encourage people to go on less busy rides)
#redesigning the dead areas near duel/charlie/in between log flume and rapids.
#giant screens around the park/Q's cheap entertainment
#more monorail trains
#ride operators should ask 1 guest their name on embarking a ride and a voice over should ask... 'Are you ready to experience the smiler? [Short pause] 'Barry'. Personal and entertaining for groups and other riders. And works for all rides with PA.
#similar to Amsterdam bikes you borrow one and leave it in a designated area when your done. Micro scooters to borrow around certain areas like x sector or the forbidden valley.
#tours around the gardens in chauffeur driven golf cars
#afternoon high tea served in the gardens (near to the lake to increase footfall).
#rowing boats on the lake
#more interactive app... Qr codes in Q's that bring up games on tge AT app tied in to each ride.
#the q theme music should be interrupted with entertaining/informative voice overs.
If AT is paying attention, I am a experience based marketing manager and I would love to work for you