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Park News
www.parkworld-online.com
UNIVERSAL DUBAILAND
ParkBloggin’
by Dr Jack Samuels
Added value merchandising
We’ve profiled several successful and not so successful examples of
merchandising in these columns over the past few months. Now I’d
like to offer a more global and critical analysis some of the
mechanisms used when it comes to retailing within venues.
The concept of value-added plays an important role in all
merchandising in our industry. Just like those buy something in
upmarket department stores like Nordstroms or Harrod’s, people may
pay many dollars more for an item if they feel they are getting
something extra like assured quality or better customer service.
So, what are some of the things that add to the perception of value in
our facilities?
1) Convenience. Many items sold at parks and attractions are
convenience items, things such as suntan lotion and batteries or
memory cards for cameras. They sell because they are convenient
His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, chairman
and the customer needs
of the Dubai Executive Council, launches the Universal City Dubailand project
them now.
alongside Thomas L Williams, chairman and CEO of Universal Parks & Resorts
2) Souvenirs. This is the
value added because
The Middle East’s largest proposed theme park development has people buy to remind
secured the involvement of one of the world’s leading themed them of their experience.
entertainment brands. Some items are designed
Universal City Dubailand was announced April 30 by His Highness specifically as souvenirs,
Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, chairman of the branded pen or t-
the Dubai Executive Council. shirt, for example.
The project represents an investment in excess of AED 8 billion 3) Thematic Appeal.
($2.2bn/€1.6bn) and is to be developed by Universal Parks & Resorts This is when the
alongside Tatweer, the division of government-owned Dubai Holding merchandise seems more exciting because it is associated with a
charged with developing the complete Dubailand resort. highly visual theme or engaging experience inside an attraction. The
“The vision of the leadership of Dubai, the investor-supportive more emotional involvement the merchandise has with the customer,
environment and the convenient geographic location of Dubailand, the more value it boasts and higher price it can command. Items can
combined with other strategic and iconic offerings, all contribute in also become associated with a show inside a venue, for example glow
making Dubai our location of choice for our first branded theme park or light-up items.
in this region,” notes Thomas L. Williams, chairman and CEO of 4) Display. Ultimately the way a product is displayed or even
Universal Parks & Resorts. demonstrated to the customer can add perceptual value to products
A Universal Studios Dubailand theme park will account for 6.5 and cause incremental sales.
million sq ft of the total 22 million sq ft earmarked for the Universal
project, which will also include hotels, retail outlets, commercial offices Eastern education
and residential compounds. I’m off to China again this month to recruit students for our third
“There is no doubt that the new project will contribute to highlighting Montclair State University (USA) International Attractions and Tourism
Dubai as a global tourist destination, providing the tourism sector – Program. Our second group, totalling 123 students, is now working hard
one of Dubai’s most active sectors – with a strong drive to further entertaining guests at Walt Disney World. We visit the students frequently
diversify the economy,” notes Saeed Al Muntafiq, executive chairman of and offer additional instruction and guidance during their stay.
Tatweer. “Universal City Dubailand will attract visitors from around the The university is interested in talking to other organisations and
world, including the Asian sub continent, central and east Europe and expanding this programme, which is already recognised as the leading
South Africa.” ones of its kind in China following extensive radio, television and print
Universal City Dubailand will be split into four zones and include coverage. Montclair State University is now also the largest academic
theme park attractions based around major movies such as Jurassic partner in the Walt Disney World College Program.
Park and King Kong. Universal Studios Dubailand will be the fourth
Universal-branded park in the world, joining existing facilities in Dr Samuels has written many articles for the amusement industry. He
Hollywood, Orlando and Osaka, Japan, which already entertain more provides diverse consulting services in general marketing and market
than 46 million guests a year. research, facility development, customer service, safety, crowd and
Additional theme parks already announced as part of Dubailand event management, plus promotional activities programming such as
include a Formula 1 park, Snowdome, Aqua Dunya waterpark and birthday parties. He can be reached at samuelsj@mail.montclair.edu
dinosaur-themed Restless Planet.
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