What they should have done was increased the cost of the MAP and introduced an official "paupers pass".
This way, they make current MAP owners have the equivalent of next year's cheapskate version.
As for why?
I read on TTF that Merlin made 180 million€ operational profit. So the company is in good shape as far as "charge per customer" goes.
However, after loans and interest repayments, they showed a final accounting loss of 55 million€
So the investment they put in (yes, 13 was shocking) isn't being paid off by day to day running.
Now, I agree Merlin have handled this badly, they needed to "market" the changes better, but a few things:
1. If it hadn't been "leaked" that everyone from today would be paying for parking with their MAP, would there be quite such an uproar? The shock of thinking that your perk was being removed right now I think makes people knee-jerk.
2. While the MAP isn't great value to everyone, the number of attractions added compared to the price increase over the old Tussauds Pass is still good value.
3. Shocked nobody has mentioned that the MAP (scum-bag edition) is still cheaper than a PBB pass (1 park) and you still have to pay to park in Blackpool.
4. Do MAP owners actually make Merlin any money. Most people get them cheap (£75 renewal deals or Tesco). There will be a "cost per head" calculation Merlin do. I'd assume it's something like half entry price to cover overheads for guest in park, profit off customer spending.
Merlin will be able to see how many times a MAP holder enters their parks. On a £75 MAP, if they visit 5 times, it's probably costing Merlin money (based on their calculations). Merlin will then see how often the 20% discount is used to give some idea of the amount of spend each MAP holder puts into the park.
They'll feed all their data into a spreadsheet, and out of the bottom will come a simple "Money from MAP holders = X; Cost to park to entertain MAP holders = Y" summary.
If Y is larger than X, then they have to change their pricing structure. If Y is say, £5 per visit more than X, then charging for the car parking suddenly makes sense.
The biggest issue of course is we don't know what that calculation is, but I don't think any business has a meeting where the main point on the agenda is "how do we piss off thousands of our customers today then?" There will be a reason, but we just don't know what it actually is.
However, running in the red is probably something of a concern to Merlin, so they're back to "money grabbing".