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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.

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Coca-Cola trials robot deliveries at Alton Towers theme park

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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.

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One of the most well known attractions within the park (The Smiler) caused 4 individuals severe injuries in 2015. After this occurred, the park was immediately shut down and an examination was being conducted. The number of visitors decreased throughout the months that followed the incident. The park would suffer if a similar event were to occur again in the future as the park will be seen as unsafe and tourists will likely avoid a visitation. The business would be impacted in terms of profit resulting in decreased employment and the ability to expand.

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Intelligent search from Bing makes it easier to quickly find what you're looking for and rewards you.

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The attraction hosts a number of fundraising events throughout the year including bake sales and family fun nights with auctions with the purpose of supporting Merlin's Magic Wand as well as other charities and campaigns. The resort also makes local donations in order to support charities and community engagement projects in Staffordshire, provide over night experiences to local hospices and educational programmes including Princes Trust. The events hosted by Alton Towers are positive as they involve the local people and encourage them to input into the tourism vision. Both the brand and the attraction will be seen in a positive light due to performing these events. Alton Towers see Drayton Manor in a competitive light as Drayton Manor create wedding packages which is something Alton Towers do not currently offer. Alton Towers should start producing wedding packages as a wide range of customers want their wedding to take place at a unique venue.

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Five years ago, Merlin Entertainments embarked on developing the world's first Beluga Whale Sanctuary on a remote island called Heimaey, off the south coast of Iceland.

Thanks to the incredible support and commitment of a global team of marine biologists and leading experts, the SEA LIFE Trust has successfully rehomed two amazing beluga whales, Little Grey and Little White, in a more natural environment on the island at Klettsvik Bay.

Having travelled more than 6,000 miles by land, sea and air to Iceland, Little Grey and Little White's journey continues to inspire after the whales took a first swim in their new sanctuary home.

This moment is a huge leap forward for future whale and dolphin conservation and a landmark for everyone at Merlin Entertainments, who have been involved or followed this story every step of the way.

We're so grateful for everyone's support so far. SEA LIFE Trust's care for these whales is far from over, and each month the cost to the SEA LIFE Trust Beluga Whale Sanctuary is £37,000. Please donate here.
Watch Little Grey and Little White's incredible journey in John Bishop's Great Whale Rescue available now on ITV Hub.

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Community & Charity | Alton Towers Resort

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Five years ago, Merlin Entertainments embarked on developing the world's first Beluga Whale Sanctuary on a remote island called Heimaey, off the south coast of Iceland. Thanks to the incredible support and commitment of a global team of marine biologists and leading experts, the SEA LIFE Trust has successfully rehomed two amazing beluga whales, Little Grey and Little White, in a more natural environment on the island at Klettsvik Bay.

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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!

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Alton Towers Resort: UK Short Breaks, Theme Park & Waterpark

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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

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Alton Towers uses a range of technology for a number of reasons, it allows the business to reach more customers, serve more customers and improve communication. Visitors can book online before their visit and scan their ticket in QR code once they arrive. In 2019 Alton Towers worked with Coca-Cola to pilot self-driving robots to deliver refreshments to customers. Customers may think of technology as convenient and intriguing although it can be considered as a negative impact as job roles are being taken up by the forms of technology. Less people will be needed to perform job roles such as scanning tickets which is harmful for local employment. A positive impact technology has formed is the ability to book tickets online, there are less vehicles queuing in the village to purchase tickets on the day which results in minimal traffic congestion.

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In order to reduce carbon and manage climate change each year, Alton Towers budget for environmentally friendly factors such as LED lighting, solar PV, variable speed drive and managing water efficiency within the park. Alton Towers are currently working on climate change through a range of different strategies such as diverting waste from landfill where possible through recycling and generating energy from waste. Alton Towers is also helping reduce plastic pollution and are focusing on removing single use plastic from the park. In 2018 they phased out plastic straws, these types of actions benefit the environment as it raises awareness of environmental issues. Tourists are often motivated to visit an attraction if they know they're doing their bit for the environment.

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Alton Towers contributes to the local economy by providing employment methods. The park employs around 2,500 local people. Alton Towers made £1.74 billion in 2019, this is positive for the local environment as the money spent at the attraction gets spent in the local area as peoples wages (the multiplier effect). Most jobs within Alton Towers are seasonal due to their opening times, this causes unemployment at certain parts of the year. However, a 10 year plan is being discussed to keep Alton Towers open all year long. More jobs and permanent positions will be created if this becomes reality. Alton Towers could work alongside local attractions such as Awesome Walls and Wetley Moor Alpaca's in order to produce a combined ticket price, this would encourage tourists to stay longer in the local area.
Alton Towers often contributes to the local economy through supporting a range of other local businesses in the area, generating a stable flow of tourists. The more money Alton Towers manages to generate, the more it will benefit the local area and contribute to the local GDP. Infrastructure will be improved including new hotels, roads and railways. This is beneficial in terms of accessibility and jobs.