IAAPA Attractions Expo 2018

Rupert Hough
Games and Photography Operations Director
Merlin Entertainments Group


Rupert Hough is the Group Games and Photography Operations Director for Merlin Entertainments Group, based in the UK. He oversees the strategic Direction of both Games and Photography categories across all Divisions and Global Regions. After graduating in Leisure Business Management in 1994, he started his career at Alton Towers covering roles in Photography, Games, Business Development and Purchasing before taking on a Central Group role in 2005 to strategically transition partners into managing and operating games and Photography across UK attractions. With this proving a success, focus for both Games and Photography were expanded to all Divisions across the Merlin estate from 2007. With a small team, the focus has moved to focusing on supporting the current day to day performance, the planning of how both Games and Photography fits with our core projects, such as park ride developments and attraction developments and being part of the planning for New Opening attractions, with the largest projects being two LEGOLAND parks for both categories delivered in 2011 and 2017. Currently, Rupert is supporting 120+ attractions for both categories with a Strategic focus on Future Operating models, Management of partner integration with attractions, delivering improved guest satisfaction with value for money and ensuring profitability for both our attractions and also our partners.

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