TEA ERA 3/26/07 4:19 PM Page VIII
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The Role of Technology
RFID badges and kiosks, others) are kept is not lost on guests. “You can’t
Integrating technology into rides,
finding their way into family enter- neglect central operating expenses
games, shows and attractions in
tainment centers (FECs), attractions and continue to perform,” says
creative, modern ways—as all the
(MagiQuest, Kidzania, Negone), Robinett. And increasingly, parks are
above-mentioned facilities do—helps
resorts (Great Wolf Lodge) and implementing what Robinett calls
a park stay relevant to the contempo-
children’s museums. Nintendo’s Wii “pre-emptive development of
rary market. The bar continues to be
video game system has become the peripheral land”—taking an interest
raised in terms of the quality of guest
official gaming console of Six Flags in the neighborhood to ensure
experience that can be provided by
parks, through a recent sponsorship quality accommodations and ser-
integrating audiovisuals, lighting and
and marketing agreement. vices, as well as aesthetic consistency.
effects, show-control technology,
“You want to preserve the visitor
theater technology and modern
Adding a new ride, attraction or zone experience, establish an entry
fabrication techniques with ride
is a proven way to add value and sequence, and have it be of your
elements and great design. At the
revenue, now occurring across the design,” notes Robinett. “If you don’t
same time, the relative cost for such
board. “The trend, which started with pay attention you will suffer in the
packages is more and more within
larger parks that added a second gate long term.”
reach of the mid-size and smaller
or an entertainment retail zone, has
parks.
shifted downward and smaller-scale
parks are now benefiting from the
Operators also are applying sophisti-
same approach,” explains Robinett.
Regional & Cultural Factors
cated technology to enhance the
Other land uses are also important in
Reinvestment can also include
guest experience and make the park
preserving and adding value. Basic
expansion into new regions. In Asia,
environment more interactive in
curb appeal counts: the kind of
the industry is experiencing its fastest
customized, personal ways. Interac-
investment that keeps the entrance
growth, geographically. The Hong
tive and wireless technologies (Wii,
area of a park looking fresh and well-
Kong government is actively promot-
ing the area as a family destination
and Hong Kong Disneyland, which
TOP 20 EUROPEAN AMUSEMENT/THEME PARKS (2006)
opened in 2005, is the latest global
extension of Disney’s brand. Its first
Rank Park & Location Attendance
full-year run in 2006, plus growth in
1 DISNEYLAND PARIS, Marne-La-Vallee, France 10,600,000
Disney’s Orlando parks, are the main
2 BLACKPOOL PLEASURE BEACH, Blackpool, England 6,000,000
factors in Disney’s 6% attendance
3
1
TIVOLI GARDENS, Copenhagen, Denmark 4,396,000 increase as a chain.
4
2
EUROPA PARK, Rust, Germany 3,950,000
5 PORT AVENTURA, Salou, Spain 3,500,000
A new Disney park brings significant
competition to the existing entertain-
6 DE EFTELING, Kaatsheuvel, Netherlands 3,200,000
ment operators of an area, and in the
7 GARDALAND, Castelnuovo del Garda, Italy 3,100,000
case of Hong Kong Disneyland, Ocean
8 LISEBERG, Gothenburg, Sweden 2,950,000 Park has faced the challenge by
9 BAKKEN, Copenhagen, Denmark 2,700,000
masterplanning a $700 million
redevelopment to take place over the
10 ALTON TOWERS, Staffordshire, England 2,400,000
next several years, and by making the
11 WALT DISNEY STUDIOS, Marne-La-Vallee, France 2,200,000
most of certain regional advantages.
12 PHANTASIALAND, Germany 1,900,000 “With the borders opened up, there’s
13 PARC ASTERIX, France 1,800,000
been a strong market in daytrips from
14
+
THORPE PARK, England 1,700,000
China, which Ocean Park knows how
to cater to very well,” observes Aaen.
14
+
MIRABILANDIA, Italy 1,700,000
“Between the tour groups, good
16 PARQUE DE ATRACCIONES, Madrid, Spain 1,500,000
marketing, park upgrades and lower
17 LEGOLAND WINDSOR, Windor, England 1,480,000 price points, Ocean Park had a record
18 LEGOLAND BILLUND, Billund, Denmark 1,460,000
season. Knowing your local market is
19
+
DUINRELL/ATTRAKTIEPARK, Holland 1,350,000
always an advantage—and the long-
term reinvestment will enable Ocean
19
+
FUTUROSCOPE, France 1,350,000
Park to continue holding its own.”
Note: + indicates a tie.
Braun drew a parallel with the
1 Attendance for Tivoli and Liseberg includes Christmas market operations
approach taken by Parc Asterix when
2 Attendance for Port Aventura is for theme park only (excl. waterpark - separate ticket)
Source: TEA and Economics Research Associates (ERA)
Euro Disneyland opened near Paris.
VIII © 2007 TEA and ERA APRIL 2007