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Euro Disneyland

Euro Disneyland. Mickey Mouse is moving to Paris !!!. Disney’s assets. Name Culture Movies Theme parks. Disney’s characters in a real world. 1955 – creating the first Disneyland in Anaheim, California 1987 – DisneyWorld in Orlando, Florida. Mickey overseas!.

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Euro Disneyland

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  1. Euro Disneyland MickeyMouse is moving to Paris !!!

  2. Disney’s assets • Name • Culture • Movies • Theme parks

  3. Disney’s characters in a real world • 1955 – creating the first Disneyland in Anaheim, California • 1987 – DisneyWorld in Orlando, Florida

  4. Mickey overseas! • April 15, 1983 – opening day of Disneyland in Tokyo (13 200 visitors) • One-day attendance record • Japanese Mikki Mausu takes the country by storm!

  5. Time for Europe Where to build it? • Spain • Italy • Great Britain • France

  6. Why France? • The best infrastructure • Greater amount of inhabitants • 20 miles away from one of the world’s tourism capitals - Paris

  7. Euro Disneyland • 1988 – the beginning of the investement in Marne- la- Vallee • Total cost of of the project: 4,5 billion USD • The area of the park covered about one fifth of Paris

  8. Expectations • 11 million visitors annually • 500.000 visitors on the opening day • 55.000 visitors per day in the following months

  9. Close distance for many Europeans

  10. EuroDisneyland’s Grand Opening • On April 12th 1992 fourth Disneyland was officially opened • Newspaper comments: „Mikey- it’s madness!!!”

  11. “Cultural Chernobyl“ • Did not become the gold mine like presumed

  12. First director: American, but he was not accepted 1993: Philippe Bourguignon from France took his job

  13. Problems and Mistakes • Divided in Adventureland, Dicoveryland, Fantasyland, Main Street USA • Strict rules conerning workers‘ dress for men and women • Other problems occurred

  14. Situation of the park Wrong research of demographic and sociological factors leaded to wrong assumption was not confirmed in reality

  15. Incorrect measurement of parking spaces Wrong American research about European meal habits Different expectations about crowded visitors days

  16. Wrong assumptions about the composition of the visitors and amount of spendings (time and money) in EuroDisneyland

  17. Problems (1) • Alcohol drinks (do not allow to drink and sell) • European  alcohol drinks during their meal • Transportation connect with hotels and park (not necessary for Europeanwalk)

  18. Problems (2) • Estimate  33 USD on beverages and souvenirs (but 12% lower) • Price of ticket  high (around 43 USD)  33% more than in Florida • Bankrupt and financial difficulties (influence banks and its backers)

  19. Solutions (1) • Change the name (remove the poor reputation, more romantic) • Accept  alcohol drinks (in 1993 May) • Laid off employees (reduce the cost)

  20. Solutions (2) • Discount package (after 5:00 p.m. or use hotels not in the season) • Marketing strategy (attractive scenic spot in a journey)

  21. Solutions (3) • Price of tickets (lower) Prices for tickets to the Disneyland Paris in 2003:

  22. A new Disneyland in Hong Kong: • Disney set-up in China since September12th 2005 • Smallest Disneyland’s park comparing the atractions with the other Park of disney

  23. Disneyland in Hong Kong: • A replica of the original theme park in California BUT with a chinese flavour: chinese food in the restaurants, Mickey&friends wearing traditional Chinese outfits

  24. The park employ 5.000 workers • The US$ 3.5 billion park: A joint venture betwen Disney&the Chinese governement. • Why Hong kong?: -beautiful city -richest city in China

  25. VALUATIONS: • The government hopes to earn $19 billion over the 40 next years. • Hong Kong Disney is a key tourism infrastructure will bring economic benefits to the city.

  26. CRITICISMS: • Complains from visitors • Protests from environmental groups. • The Chinese government taking high risks. • A problem of capacity

  27. Thank you for your attention!

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