TEA ERA 3/26/07 4:19 PM Page VII
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Investing in
A Family Tradition
“The basic purposes of a theme park TOP 10 ASIAN/PACIFIC RIM AMUSEMENT/THEME PARKS (2006)
visit—a family outing and interaction
Rank Park & Location Attendance
as a group—haven’t changed,” ob-
serves Christian Aaen, senior associ-
1 TOKYO DISNEYLAND, Tokyo, Japan 12,900,000
ate in the Los Angeles office of ERA.
2 TOKYO DISNEY SEA, Tokyo, Japan 12,100,000
The simplicity of a family coming 3 UNIVERSAL STUDIOS JAPAN, Osaka, Japan 8,500,000
together in a safe and secure, attrac-
4
1
EVERLAND, Kyongii-Do, South Korea 7,500,000
tive and unique themed setting
5
2
LOTTE WORLD, Seoul, South Korea 5,500,000
remains the fundamental magnet—
whether to enjoy a thrill ride, see a
6 YOKOHAMA HAKKEIJIMA SEA PARADISE, Yokohama, Japan 5,400,000
show or simply amble among land- 7 HONG KONG DISNEYLAND, Hong Kong, China 5,200,000
scaped paths and eat ice cream. The
8 OCEAN PARK, Hong Kong, China 4,380,000
setting and its details are key. Wise
9 NAGASHIMA SPA LAND, Kuwana, Japan 3,910,000
operators are making sure their
environs are top-notch and up to
10 HAPPY VALLEY, Shenzhen, China 2,930,000
date. “Rule number one in the theme
1 Everland attendance does not include Caribbean Bay water park visitation
2 Lotte World attendance only includes theme park (adjusted from previous year)
park industry is ‘Thou shalt reinvest,’”
Source: TEA and Economics Research Associates (ERA)
says Ray Braun, senior vice president
of ERA in Los Angeles.
Adding new rides or zones that
tion Everest), Sea World (“BELIEVE”)
address families will tend to result in a
and Legoland California (Pirate
higher attendance impact than
The simplicity of a
Shores), among others. The latter is
improvements with a more special-
family coming together
credited for a stellar 16% attendance
ized or niche appeal. “If you go for
boost. “Legoland California was a top
the broad market, adding a major ride
in a safe, attractive performer this year,” notes Aaen.
or ‘land’ to a park can bring a 5%-10%
and unique themed
“The $10 million spent to create
increase in attendance,” confirms
Pirate Shores represents a significant
John Robinett, senior vice president
setting remains the
reinvestment that hit critical mass and
of ERA in Los Angeles. The 2006
fundamental magnet
then some.” [See Notes for more on
numbers bear this out. Attendance
Legoland California.] He adds,
increases of better than 4-5% were
“Sixteen percent is all the more
seen at parks that added major
impressive because in North America,
family-oriented improvements, such
where the industry is mature, double
as Disney’s Animal Kingdom (Expedi-
digit growth is rare.” According to
Robinett, “We’ve passed where we
were before 9/11 and moved into a
TOP 10 LATIN AMERICAN AMUSEMENT/THEME PARKS (2006)
phase of steady, modest growth. An
increase of 1% to 5% is a good year.”
Rank Park & Location Attendance
Along with Legoland, Disney’s Animal
1 SIX FLAGS MEXICO, Mexico City, Mexico 2,054,000
Kingdom beat those odds, with an 8%
2 PLAYCENTER, Sao Paulo, Brazil 1,600,000
surge in attendance.
3 HOPI HARI, Sao Paulo, Brazil 1,500,000
4 LA FERIA DE CHAPULTEPEC, Mexico City, Mexico 1,457,000
5 EL SALITRE MAGICO, Bogota, Columbia 1,105,000
6 PLAZA DE SESAMO, Monterrey, Mexico 1,050,000
7 LA CIUDAD DE LOS NINOS, Mexico City, Mexico 782,000
8 SELVA MAGICA, Guadalajara, Mexico 730,000
9 PARQUE DA MONICA, Sao Paulo, Brazil 548,000
10 VALLE FANTASTICO, Puebla, Mexico 234,000
Source: TEA and Economics Research Associates (ERA)
APRIL 2007 © 2007 TEA and ERA VII