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Theme & Amusement Parks

Theme & Amusement Parks. Table of Content. History & Development The architype of modern theme parks Dynamic of theme park developments by world region Theme parks in Europe The three levels of product – the example of a theme park The biggest, the largest

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Theme & Amusement Parks

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  1. Theme & Amusement Parks

  2. Table of Content • History & Development • The architype of modern theme parks • Dynamic of theme park developments by world region • Theme parks in Europe • The three levels of product – the example of a theme park • The biggest, the largest • Globalization of the theme park industry • Best practice example Germany – Europa Park Rust • Dealing with the recession • FUR example • The role of technology • Disneyland Paris

  3. History & Development • The idea of todays theme & amusement parks can be traced back to European fairs of medieval origon • Periodic fairs such as the Bartholomew fair evolved in England around the 12th century • Beginning in the Elizabethan period the fair had evolved into a center of amusement with entertainemnt, food and games • Amusement/theme parks also grew out of the pleasure gardens that became popular at the beginning of the industrial revolution to escape the grim urban environment • The oldest still existing amusement park is “Bakken“ at Klampenborg, north of Copenhagen, Denmark (openend in 1583) • Another long-standing park in Europe is the “Prater“ in Vienna, Austria (opened in 1766)

  4. The architypeof modern Theme Parks • In 1955 the first Walt Disneyland opened ist gates in Anaheim, California • It stands as the architype for modern amusement/theme parks • As of 2005, the park had been visited by more then 515 millon guests • Still today, the Disneyland in Anaheim is the second most visited theme park in the world

  5. Dynamics of theme park development by world region USA-Canada Europe Asia/the Pacific Rest of the world 1950 Start 1960 Development Start 1970 Expansion Development Start 1980 Maturity Expansion Development Start 1990 Concentration Adaptation Expansion Development 2000 Diversicication Repositioning Selective Growth Expansion

  6. Theme Parks in Europe • Germany: 34 • Netherlands: 8 • Belgium: 5 • France: 5 • Great Britain: 3 • Italy: 3 • Spain: 1 • Austria1

  7. The three levels of product - the example of a theme park (after Kotler, 1994)

  8. The biggest, the largest (2005) • Magic Kingdomat Walt Disney World (USA, >16mio visitors p.a.) • Disneyland Anaheim (USA, >14mio visitors p.a.) • Tokyo Disneyland (Japan, 13mio visitors p.a.) • Tokyo Disney Sea (Japan, 12mio visitors p.a.) • Disneyland Paris (France, >10mio visitors p.a.) • Epcotat World Disney World (USA, 9.9mio visitors p.a.) • Disney-MGM Studios at Walt Disney World (USA, 8.6mio visitors p.a.) • Disney AnimalKingdomat walt Disney World (USA, 8.2mio visitors p.a.) • Universal Studios Japan (Japan, 8mio visitors p.a.) • Everland (South Korea, 7.5mio visitors p.a.) • …….. • 24. Europa-Park Rust (Germany, 3.9 miovisitors p.a.)

  9. Globalization of the theme park industry

  10. Best practise example Germany – Europa Park Rust • Opened in 1975, the Europa Park Rust is nowadys the biggest Theme Park in Germany • It is located in the border triangle of Germany, Switzerland and Austria • More than a 100 attractions are integrated in the 13 European themed areas on a total area of 85 hectares • More than 3,100 employees work in the park during the opening season • More than 4 mio guests have visited the park in 2009 • The occupancy rate of the resort hotels was more that 90% (3,500 beds) • It is stated that guests of the Europa Park also visit other tourist attractions closed by (spill over effects)

  11. Cont`d

  12. Dealing with the recession • Due to the recent recession in Europe and the world most theme parks feared the losing of guests • As can be seen in the FUR Reiseanalye for 2009, more Germans favoured to stay in Germany rather than going abroad • Despite the recession theme parks have been more popular in Germany than ever • Some parks were able to boost there visitor numbers by up to 20 % • Theme & amusement parks can be seen as one winner of the financial crisis (Source: Focus Online) • “Many of the guests who would normally choose a holiday abroad stayed in Germany and rather visited us on a short trip“ (Ulrich Müller-Oltay, Manager Verband deutscher Freizeitparks und Freizeitunternehmen) • The boom can also be explained through multi-million investions into new attractions • Ulf Sonntag (FUR) states “[that] short trips would be a bigger trend“ • Another possible reason for the boost of theme park visitors

  13. The role of technology • Integrating technology into rides, attractions, game and shows helps a park to stay relevant to its contemporary market • The bar continues to be raised in terms of the quality of guest experience • Provided by audiovisuals, lightning & effects, show control technology and modern fabrication techniques with ride elements and great design • Adding a new ride, attraction or zone is proven way to add value and revenue • Especially adressing families will tend to result in a higher attendance impact than improvements with or more specialized or niche appeal (John Robinett, senior vice president of ERA in LA)

  14. Disneyland Paris • Opening the first Disneyland (a major succesful brand in the US ) in Europe was expected to be a great idea to penetrate/ enter the European market • Nevertheless, Euro Disney had to face major problems in succeeding in the market • In ist firs year of operation Euro Disney announced a net loss of arround 300mio Francs • Visitor numbers were drastically below the expected numbers (on ist first day 500,000 people were expected to attend the opening day, instead less 25,000 guests actually came) • Euro Disney expected an average visitor number of 60,000 per day, instead only an average of 25,000 was reached in the first year of operation • The American way of managing and handling the park had definetly not worked out

  15. Cont‘d • After heavy reinvestments and the opening of new attractions, in 1995 Disney was able to report ist first ever quarterly profit of around US$ 35mio. • In 2005 the Walt Disney Company agreed to write off all debt made by Walt Disney S.C.A • As of 2007, the park was approximately US$ 2billion in debt • Still, Euro Disney is the most visited theme park in Europe (receiving more visitors than the Louvre & the Eiffel Tower combined

  16. Ressources • http://www.focus.de/panorama/vermischtes/deutschland-ansturm-auf-freizeitparks_aid_434012.html • http://www.freizeitpark-welt.de/index_freizeitpark.php • http://www.connectingindustry.com/pdfs/TEA-ERAAttendance06.pdf • The Global Theme Park Industry (S.Anton Clavé) • The Development & Mgmt of Visitor Attractions (John Swarbrooke) • http://www.connectingindustry.com/pdfs/TEA-ERAAttendance06.pdf • FUR Reiseanalyse 2009

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