1 / 20

Best In France

Best In France. Christie MAIN Jichun MAO Guillermo MONTERO A. Yuka HATA. Walt Disney Company. Theme Park Openings 1955 - Disneyland in Anaheim, California 1971 – Disneyworld in Orlando, Florida 1983 - Disneyland Tokyo 1992 - Eurodisney Paris 2002 – Walt Disney Studios Park, Paris. 100%.

rusty
Download Presentation

Best In France

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Best In France Christie MAIN Jichun MAO Guillermo MONTERO A. Yuka HATA

  2. Walt Disney Company • Theme Park Openings • 1955 - Disneyland in Anaheim, California • 1971 – Disneyworld in Orlando, Florida • 1983 - Disneyland Tokyo • 1992 - Eurodisney Paris • 2002 – Walt Disney Studios Park, Paris

  3. 100% L.A. Florida 100% Tokyo License Agreement Only Paris 39% Walt Disney Company • Percentage Ownership of Theme Parks

  4. Euro Disney • Euro Disney S.A. • Indirect 99% owned subsidiary of The Walt Disney Company • Operations • Euro Disney SCA • EDL Hotels SCA • ED Resorts SCA • ED Resorts Services SCA • Euro Disney S.C.A. • Supervisory board • Oversees Management

  5. Euro Disney S.A. • Disneyland Resort Paris • Disneyland Park • Walt Disney Studios Park • 1943 hectares of undeveloped land • Master Plan for development of Eastern Paris

  6. Financial Key Figures (Euros in millions) (Euros in millions)

  7. Financial Key Figures 2 Breakdown of Revenues by Activities – Disneyland Paris

  8. Why Europe? • Success of existing parks in North America and Asia • High percentage of European visitors in Anaheim and Orlando • Two potential locations studied: • Barcelona • Paris

  9. Why Paris? • Number one tourist destination in Europe • Government offered a great deal • Government wanted to expand Paris to the east • Use Disney as anchor • Favorable price tag for property and loans • Favorable tax regime and financial incentives • Good potential transportation infrastructure • Highway • TGV • RER

  10. Product • Family entertainment destination • Theme Park • Resort • Master Plan • 30 year plan signed with French government in 1987 • Development of major tourist destination and center of economic activity for East Paris • Includes theme park, real estate development, hotels, golf course.

  11. Adaptation to Product • Necessity to continually add new attractions to encourage revisit • Walt Disney Studio Park added in 2002 • Attractions in French and English • Newest attractions in German, Italian, Dutch, and Spanish. • Grooming Guidelines • No showy jewelry, conservative hairstyle, no sideburns • Food Habits • Assumed French wanted long leisurely lunches • French actually prefer fast food • Public Transportation • Closing time adjusted to 11pm to match RER closing times. • Alcohol served in park • First and only park to serve alcohol in Magic Kingdom. • Assumed Europeans were used to weather • Ended up covering queue, terraces, restaurants

  12. Key Constraints • European mindset • Prefer educational activities for children • Idea of theme park vacation is new • Competition • Abundance of short holiday destinations • Other theme parks • (Actually help rather than hurt Disneyland, by perpetuating the idea of a theme park vacation) • Huge capital investment • The heavy pressure of payback • Company is profitable (EBITDA), but operates under huge debt ceiling • Unpleasant weather • Hours of sunshine in Florida/California (?) • Long and cold winter

  13. Clientele • Target Europeans living within a 2-hour plane ride of Paris • Majority unfamiliar with theme parks at time of park opening

  14. Company Values • “Cast Member” satisfaction • Work experience should be as pleasurable as guest visits • Personal and professional growth • Community relations/volunteerism • Environmental responsibility • Exceptional customer service

  15. Company Values • Disney has an aggressively friendly culture • Clashes with French culture • Not used to good service

  16. Challenges • American customer service style • disarming to French/Europeans guests • Unnatural for French employees • Necessity for multiple language proficiency • French aversion to conformity • Disney’s “clean cut” policy requiring short hair, no earrings, etc.

  17. Adaptation of HR (1) Recruitment • Selection extremely important • Key to maintaining Disney experience • Challenges • Not an “Employer of Choice” • Relatively far from Paris • High turnover • Multiple language requirement

  18. Adaptation to HR (2) • Orientation • Less knowledgeable about Disney • Europeans do not grow up with Disney like Americans • Educate employees on the history of Disney and their parks • Instill an appreciation of Disney tradition • Ongoing • Motivational activities • Focus on employment experience • Try to make work as much fun as visiting the park • Exceptional benefits package

  19. Key Benefits • Employment • 20,000 direct employees • 50,000 employed because of Disneyland Paris’ presence • Economics • Huge contribution to the development of East Paris • Disney brand extension • European idea of Disney no longer limited to movies and Mickey Mouse. • Most visited attraction in France. • Europe’s leading tourist destination (Annual report 2002) • Theme parks are a growth business in Europe

  20. We would like to thank… • Greg Morley • Director Human Resources • Paul Osterhout • Executive Producer, Vice President

More Related