# data[].attributes.body
Alton Towers contributes to the local community through employment. Alton Towers approximately employs 2,500 local people. In 2019, Alton Towers made £1.74 billion, this has a positive impact on the local area.Alton Towers supports local businesses by attracting visitors and this boosts local spending which benefits fits local businesses. This is called the multiplier effect. However, most jobs at Alton Towers are seasonal and people become unemployed at other times of the year.

# data[].attributes.body
To reduce carbon and mange climate change each year Alton Towers budget for environmentally focused initiatives such as LED lighting, solar PV, variable speed drive and manage water efficiency at the attraction. There are many things that Alton Towers are currently doing to manage climate issues, these include: investing in onsite renewable assets and diverting waste from landfill where possible through recycling and generating energy from waste. Alton Towers also uses renewable energy by harnessing wind and solar power for sustainable operations. The attraction is also helping to reduce plastic pollution and are currently focusing on removing single use plastic from the attraction. An example includes in 2018 where they phased out plastic straws. Another example of this is the reusable bottles that you can fill up throughout the day at stations over the park. By having these initiatives in place in can help benefit the environment as it raises awareness of the environmental issues. In addition to this, some tourists are motivated to visit certain attractions if they’re doing their bit for the environment in which case this means that Alton Towers may attract more tourists.

# data[].attributes.body
Alton Tower uses technology for various reasons, technology enables the business to reach more customers, serve more customers and to improve communication. Visitors can book online before they visit, scan their ticket in the form of a QR code once they get there. In addition to this, in 2019 Alton Towers worked in Coca-Cola to pilot self-driving robots to deliver drinks to customers. They also have a virtual queuing system where you can reserve a ride time through their app. Although, technology intrigues customers and makes things more convenient for them the negative impact of this is with Alton Towers employing local people but using technology instead of using people to do some jobs e.g., selling tickets and scanning tickets as you enter the park, less people will be needed as technology will take their place. This will have a negative impact on local employment in the area. However, a positive impact that technology has had on the local community is that now people are able to book their tickets online, there are less vehicles queueing in the village to purchase tickets on the day, this would have a positive impact as it would avoid traffic congestion in the area.

# data[].attributes.body
Alton Towers put on fundraising events throughout the year including bake sales for specific causes to McMillian coffee mornings, and family fun nights to memorabilia auctions to raise vital funds to supporting Merlin’s Magic Wand and other charities and campaigns. Alton Towers Resort also makes local donations to support charities and community engagement projects in Staffordshire, provide overnight experiences to local hospices and their child beneficiaries in end-of-life care and deliver educational and training programmes including Princes Trust. Events put on by Alton Towers is a positive as they are involving the local people and encouraging local people to input into the tourism vision. By supporting the local community like this both the brand and attraction will be seen in a positive light. Events put on by Alton Towers is a positive as they are involving the local people and encouraging local people to input into the tourism vision. By supporting the local community like this both the brand and attraction will be seen in a positive light. They also support Merlin's Magic Wand charity aim to bring joy and happiness for those who need it.

# data[].attributes.body
In 2015 there was a crash on one of the most popular rides at the attraction whereby 4 people were injured. Due to this the park was closed due to an ongoing investigation. However, in the months that followed it was reported that visitor numbers to the attraction fell drastically. This meant that local businesses that benefited from the theme park from knock-on trade suffered. Therefore, if something similar was to occur in the future again, it would negatively impact on the local businesses that rely on tourism from tourists visiting Alton Towers. It would mean that their profits would be down which would effective the local economy.

# data[].attributes.body
Something that is being discussed is a 10-year plan that boosts tourism in Staffordshire by having Alton Towers open year long. By having the theme park open year long, this would generate more jobs and more permanent positions. However, I also think that if Alton Towers were to be open all year, they could reduce the number of tourists who enter as customers biggest complaint is that the queues are long which ruins the day. Additionally, there are other local attractions nearby the park including Wildlife Park. Awesome Walls and Wetley Moor Alpaca’s, I think that Alton Towers could work alongside these attractions and offer a combined ticket price. This would encourage visitors to spend more than one day in the local area. By the attraction being open all year round it will create more jobs for the local area in particular full-time positions. This will also improve the cost-of-living standards in the area as people will have more disposable income.

# data[].attributes.attachment_link.readable_text
Ahoy swashbucklers! Discover buried treasure this February Half Term when you set sail to Pirate Takeover at Alton Towers Resort, or be prepared to walk the plank! ​Live out your own pirate story, whether you're visiting us for swashbuckling days out or staying over for an unforgettable short break, as the infamous pirates of Mutiny Bay take over the Resort!

Budding buccaneers can join in the fun on an exciting pirate adventure with galleons of fun for the whole family to enjoy including the UK's only CBeebies Land where families can make fantabulous memories and meet some of their favourite CBeebies friends!

# data[].attributes.attachment_link.title
Alton Towers Resort: UK Short Breaks, Theme Park & Waterpark

# data[].attributes.attachment_link.description
Escape to Alton Towers Resort and enjoy the UK's biggest Theme Park. Book online for deals on our thrill rides, short breaks, themed hotels, waterpark & mini golf

# data[].attributes.body
Do you run your business sustainably? – Alton Towers Resort | UK's Best Short Break Resort

# data[].attributes.attachment_link.provider_name
Alton Towers Resort | UK's Best Short Break Resort

# data[].attributes.attachment_link.readable_text
We have implemented a number of ways to help run our business more sustainably. Some of these include using sensor taps, waterless urinals and lights on sensors within our toilet blocks. Within our hotels we have installed aerator showers heads which reduce the amount of water used. We have upgraded our light fittings throughout the Resort and the Waterpark to LED fittings which have reduced energy consumption We have installed a Combined Heat and Power unit (CHP) that reduces the amount of electricity we use, uses the generated heat to heat the water park and reduces our overall carbon footprint.

We are always looking for opportunities to become more efficient and achieve our sustainability targets and therefore continually implement new technology and processes that will help reduce our impact on the environment.

# data[].attributes.attachment_link.description
We have implemented a number of ways to help run our business more sustainably. Some of these include using sensor taps, waterless urinals and lights on sensors within our toilet blocks. Within our...

# data[].attributes.attachment_link.readable_text
The AI technology has been developed with the support of the European Space Agency, and Coca-Cola says the technology could eventually be scaled up to larger vehicles.

The robot can collect products from the Alton Towers distribution centre and deliver them to drinks outlets across the park, using AI to manoeuvre around visitors. Travelling at 3mph (4.8kph), the robot is equipped with GPS technology; sight, sounds and motion sensors to navigate around objects; and laser sensors to judge distances.

Alton Towers features seven world-case rollercoasters including Oblivion and Nemesis. Neil Crittenden, commercial director at Alton Towers Resort, said: "​ If the trial is successful, there are many potential applications for this technology at Alton Towers. ​

"Who knows, in the future guests may be able to order drinks from the queue line to be delivered by robots when they finish a ride, or we could see automated room service deliveries across our 700 hotel rooms. The possibilities are huge." ​

Satellite images for navigation

The technology has been developed by autonomous driving company TeleRetail, and Coca-Cola's trial will test the technology in a unique, high traffic situation.

Xenia Scholl, Co-Founder of TeleRetail, said: "The robot is set to drive at pedestrian walking speed in the park during the pilot project. It's exciting to see how park visitors positively react to the Robot and interact with it. ​

"Our self-driving technology inside the robot is called 'Aito'. It drives the robot autonomously and is constantly being advanced for use at higher speed in vehicles of different sizes. It uses satellite images for navigation and is developed with the support of the European Space Agency." ​

Leendert Den Hollander, vice president and general manager at Coca-Cola European Partners, said:​ We are seeking out leading-edge technology start-ups and helping them to grow through access to expertise and the opportunity to test and refine their innovative solutions. ​

"The TeleRetail robots are a perfect example of how we are trialling technology that could enable 24/7 on-demand logistic services and eventually be something that can be scaled up to larger vehicles. ​

"By developing technology, solutions and processes, we can improve the way we operate, to better serve our customers and consumers - now and in the future." ​

Alton Towers collaborations

Coca-Cola has already partnered with Alton Towers owner Merlin Entertainments to offer a 50% discount to consumers who recycle an empty plastic bottle at Coca-Cola reverse vending machines.

There are now 23 machines available at Merlin's UK attractions, including Alton Towers Resort, Thorpe Park Resort, Chessington World of Adventures Resort and LEGOLAND Windsor Resort, which will be active until the end of October.

# data[].attributes.attachment_link.title
Coca-Cola trials robot deliveries at Alton Towers theme park

# data[].attributes.attachment_link.description
The AI technology has been developed with the support of the European Space Agency, and Coca-Cola says the technology could eventually be scaled up to larger vehicles. The robot can collect products from the Alton Towers distribution centre and deliver them to drinks outlets across the park, using AI to manoeuvre around visitors.