Masny Presentation 021109

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Presentation given by Dan Aylward on February 11 in NYC

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Masny Presentation 021109

  1. 1. Coney Island An Industry Look At Coney Island Redevelopment
  2. 2. Coney Island <ul><li>Dan Aylward </li></ul><ul><ul><li>38 years in the industry </li></ul></ul><ul><ul><ul><li>Coney Island of the West </li></ul></ul></ul><ul><ul><ul><li>Kings Island </li></ul></ul></ul><ul><ul><ul><li>Riverside </li></ul></ul></ul><ul><ul><ul><li>Boblo Island </li></ul></ul></ul><ul><ul><ul><li>Old Tucson Studios </li></ul></ul></ul><ul><ul><ul><li>Silverwood </li></ul></ul></ul><ul><ul><ul><li>Six Flags </li></ul></ul></ul><ul><ul><ul><ul><li>Marine World </li></ul></ul></ul></ul><ul><ul><ul><ul><li>European Division </li></ul></ul></ul></ul><ul><ul><ul><li>Magic Springs / Themeparks LLC / PARC Management LLC </li></ul></ul></ul>
  3. 3. Coney Island <ul><li>Tough Business </li></ul><ul><ul><li>Turn Around projects </li></ul></ul><ul><li>Yahoo Finance Story 2/9/09 </li></ul><ul><ul><li>Listed Six Flags as one of 15 companies poised to fail </li></ul></ul>
  4. 4. Coney Island <ul><li>Many parks have closed </li></ul><ul><ul><li>Libertyland in Memphis </li></ul></ul><ul><ul><li>Six Flags Astroworld </li></ul></ul><ul><ul><li>Six Flags New Orleans </li></ul></ul><ul><li>New parks often fail </li></ul><ul><ul><li>West World in Wichita </li></ul></ul><ul><ul><li>Hard Rock Park in Myrtle Beach </li></ul></ul>
  5. 5. Coney Island <ul><li>Regional Parks differ from destination parks </li></ul><ul><ul><li>Less theme </li></ul></ul><ul><ul><li>More thrills </li></ul></ul><ul><ul><li>Draw from 200 mile radius </li></ul></ul><ul><ul><li>Hire from 30 mile radius </li></ul></ul><ul><ul><li>Less reliant on tourists (over night visitors) </li></ul></ul><ul><ul><ul><li>80/20 split </li></ul></ul></ul><ul><ul><ul><li>More reliant on residential market </li></ul></ul></ul>
  6. 6. Coney Island <ul><li>All parks are different </li></ul><ul><ul><li>Urban versus suburban </li></ul></ul><ul><ul><li>Destination vs. regional </li></ul></ul><ul><ul><li>Regional vs. local </li></ul></ul><ul><ul><li>Local vs. waterparks </li></ul></ul><ul><ul><li>Waterparks vs. FEC </li></ul></ul>
  7. 7. Coney Island <ul><li>Different appeals in different parks </li></ul><ul><ul><li>Tivoli – aesthetics </li></ul></ul><ul><ul><li>Blackpool – beach </li></ul></ul><ul><ul><li>Six Flags Great Adventure – Intense thrills </li></ul></ul><ul><ul><li>Silverwood – airport </li></ul></ul><ul><ul><li>Old Tucson Studios – movie studio </li></ul></ul><ul><ul><li>Alton Towers – historical </li></ul></ul><ul><ul><li>Carowinds -- cultural </li></ul></ul>
  8. 8. Coney Island <ul><li>Unique appeals of Coney Island </li></ul><ul><ul><li>Beach </li></ul></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Traditional building Styles </li></ul></ul><ul><ul><li>“ Quirkiness” </li></ul></ul><ul><ul><ul><li>Different feel </li></ul></ul></ul><ul><ul><ul><li>Different look </li></ul></ul></ul>
  9. 9. Coney Island <ul><li>Realities of Redevelopment </li></ul><ul><ul><li>High cost of entry </li></ul></ul><ul><ul><ul><li>Land </li></ul></ul></ul><ul><ul><ul><li>Facilities </li></ul></ul></ul><ul><ul><ul><li>Infrastructure </li></ul></ul></ul><ul><ul><li>Limited physical plant </li></ul></ul><ul><ul><ul><li>City buying land </li></ul></ul></ul><ul><ul><ul><li>Limited land available </li></ul></ul></ul>
  10. 10. Coney Island <ul><li>What we are going to cover </li></ul><ul><ul><li>Market </li></ul></ul><ul><ul><li>Attractions </li></ul></ul><ul><ul><li>Design issues </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><ul><li>What steps should be taken </li></ul></ul>
  11. 11. Coney Island <ul><li>New York is one of the most competitive entertainment markets in the world </li></ul><ul><li>Numerous parks compete in the market </li></ul><ul><ul><li>Six Flags Great Adventure </li></ul></ul><ul><ul><li>Six Flags New England </li></ul></ul><ul><ul><li>Playland </li></ul></ul><ul><ul><li>Splish Splash </li></ul></ul><ul><ul><li>Numerous smaller operations </li></ul></ul>
  12. 12. Coney Island <ul><li>Theme park competition is intense </li></ul><ul><ul><li>Biggest roller coasters </li></ul></ul><ul><ul><li>Fastest rides </li></ul></ul><ul><ul><li>Intense experiences </li></ul></ul>
  13. 13. Kingda Ka Six Flags Great Adventure
  14. 14. Superman Six Flags New England
  15. 15. Coney Island <ul><li>Coney Island strengths </li></ul><ul><ul><li>Heritage </li></ul></ul><ul><ul><li>Unique style </li></ul></ul><ul><ul><li>High current attendance levels </li></ul></ul><ul><li>Coney Island weaknesses </li></ul><ul><ul><li>Old fashioned </li></ul></ul><ul><ul><li>Uncertainty </li></ul></ul>
  16. 16. Coney Island <ul><li>Iconic Attractions are a must for any entertainment venue </li></ul><ul><ul><li>Pepsi Max – Blackpool Pleasure Beach </li></ul></ul><ul><li>Volume of rides must be competitive </li></ul><ul><ul><li>Tivoli Gardens – 26 rides </li></ul></ul><ul><ul><li>Blackpool Pleasure Beach – 37 rides </li></ul></ul><ul><li>Types of rides must play to demographics </li></ul><ul><ul><li>Mix of adult and children’s rides </li></ul></ul>
  17. 17. Pepsi Max Big One Blackpool Pleasure Beach
  18. 18. Coney Island <ul><li>Creation of critical mass must: </li></ul><ul><ul><li>meet the competition </li></ul></ul><ul><ul><li>accommodate the market demographics </li></ul></ul><ul><ul><li>fulfill the history of the facility </li></ul></ul>
  19. 19. Coney Island <ul><li>Attractions </li></ul><ul><ul><li>Thrill Rides </li></ul></ul><ul><ul><li>Family Rides </li></ul></ul><ul><ul><li>Children’s Rides </li></ul></ul><ul><ul><li>Indoor Attractions </li></ul></ul>
  20. 20. Coney Island <ul><li>Parks typically feature: </li></ul><ul><ul><li>Four or five iconic attractions </li></ul></ul><ul><ul><li>Seven or eight other adult rides </li></ul></ul><ul><ul><li>10 or 11 children’s rides </li></ul></ul><ul><ul><li>Seven to 10 family rides </li></ul></ul><ul><ul><li>Selection depends on capacity requirements </li></ul></ul><ul><ul><li>Seven experiences in a day is normal </li></ul></ul>
  21. 21. Coney Island <ul><li>Lay Out of Facilty </li></ul><ul><ul><li>More important today than ever before </li></ul></ul><ul><ul><li>Business approach to design </li></ul></ul><ul><ul><li>Aesthetics equally important </li></ul></ul><ul><ul><li>Design adds to escape quality of the experience </li></ul></ul><ul><ul><li>Mom drives the business </li></ul></ul>
  22. 22. Kings Island Cincinnati, Ohio
  23. 23. Tivoli Gardens Copenhagen, Denmark
  24. 24. Blackpool Pleasure Beach Blackpool, England
  25. 25. Santa Cruz Beach Boardwalk Santa Cruz, California
  26. 26. Pacific Park Santa Monica, California
  27. 27. Coney Island <ul><li>Size </li></ul><ul><ul><li>No set size parameters for a facility </li></ul></ul><ul><ul><li>Measure visitation level at peak </li></ul></ul><ul><ul><ul><li>How long do guests stay? </li></ul></ul></ul><ul><ul><ul><li>What waiting times are acceptable? </li></ul></ul></ul><ul><ul><ul><li>What facilities will be available? </li></ul></ul></ul><ul><ul><ul><li>What ride capacity is desirable? </li></ul></ul></ul>
  28. 28. Coney Island <ul><li>Land use varies by style of park </li></ul><ul><ul><li>Suburban sprawling facilities </li></ul></ul><ul><ul><li>Piers </li></ul></ul><ul><ul><li>Beach front parks </li></ul></ul><ul><ul><li>Urban parks </li></ul></ul>
  29. 29. Coney Island <ul><li>Suburban Park </li></ul><ul><li>Piers </li></ul>
  30. 30. Coney Island <ul><li>Beachfront Park </li></ul><ul><li>Urban Park </li></ul>
  31. 31. Coney Island <ul><li>Some basic design considerations </li></ul><ul><ul><li>Facility must contain iconic attractions </li></ul></ul><ul><ul><li>Layout must be controlled </li></ul></ul><ul><ul><li>Comfortable passage between attractions </li></ul></ul><ul><ul><li>Coordinated design and attraction placement </li></ul></ul><ul><ul><li>Convey safe and secure environment </li></ul></ul>
  32. 32. Coney Island <ul><li>Support facilities are important </li></ul><ul><ul><li>Hotels </li></ul></ul><ul><ul><li>Food , Merchandise and Games </li></ul></ul><ul><ul><li>Restaurants – on-site and off-site </li></ul></ul><ul><ul><li>Rest Rooms </li></ul></ul><ul><ul><li>Utility Support structures </li></ul></ul><ul><ul><li>Warehouse space </li></ul></ul><ul><ul><li>Maintenance building </li></ul></ul><ul><ul><li>Offices </li></ul></ul><ul><ul><li>Shared operator facilities </li></ul></ul><ul><ul><li>Beach support functions </li></ul></ul><ul><ul><li>Stages </li></ul></ul><ul><ul><li>Dressing Rooms </li></ul></ul>
  33. 33. Coney Island <ul><li>How to approach the facility </li></ul><ul><ul><li>Aggressive Management is critical in any entertainment scenario </li></ul></ul><ul><ul><li>Regular introductions of new attractions keep the park fresh for the audience </li></ul></ul><ul><ul><li>Single minded facility management is needed to move the business forward </li></ul></ul><ul><ul><li>A cohesive business plan will be needed to serve all the stakeholders </li></ul></ul><ul><ul><li>Experienced park management will always win out over inexperience in this business </li></ul></ul><ul><ul><li>Many derivatives in structure but not all structures improve the results </li></ul></ul><ul><ul><ul><li>Government owned / leased to private </li></ul></ul></ul><ul><ul><ul><li>Government owned / contracted management </li></ul></ul></ul><ul><ul><ul><li>Government owned / government operated </li></ul></ul></ul>
  34. 34. Coney Island <ul><li>Recipe for success </li></ul>
  35. 35. Coney Island <ul><li>Most parks target families </li></ul><ul><ul><li>Women 18-34 </li></ul></ul>
  36. 36. Coney Island <ul><ul><li>Operational Philosophy </li></ul></ul><ul><ul><ul><li>Everyone leaves Coney Island happy </li></ul></ul></ul>
  37. 37. Coney Island <ul><ul><li>Build Community Involvement </li></ul></ul><ul><ul><ul><li>Expand Relationships with area tourist attractions </li></ul></ul></ul><ul><ul><ul><li>Grow Governmental Relationships </li></ul></ul></ul><ul><ul><ul><li>Support local groups and organizations </li></ul></ul></ul>
  38. 38. Coney Island <ul><ul><li>Marketing </li></ul></ul><ul><ul><ul><li>Aggressive advertising and PR effort </li></ul></ul></ul><ul><ul><ul><li>Reach outside the immediate markets </li></ul></ul></ul><ul><ul><ul><li>Creative ticketing and promotions </li></ul></ul></ul><ul><ul><ul><li>Coordinated activity and support from all attractions </li></ul></ul></ul>
  39. 39. Coney Island <ul><li>Operating Philosophy </li></ul><ul><ul><li>One Priority </li></ul></ul><ul><ul><ul><li>Safety </li></ul></ul></ul>
  40. 40. Coney Island <ul><li>Integrate attractions into one entertainment venue </li></ul><ul><ul><li>Amphitheater </li></ul></ul><ul><ul><li>Keyspan Park </li></ul></ul><ul><ul><li>Aquarium </li></ul></ul>
  41. 41. Coney Island <ul><li>Select attractions carefully </li></ul><ul><ul><li>Consistency in operation </li></ul></ul><ul><ul><li>Quality of experience </li></ul></ul>
  42. 44. Coney Island <ul><li>Consider integrating water park elements into design </li></ul><ul><ul><li>Take advantage of the beach traffic </li></ul></ul><ul><ul><li>Indoor or outdoor waterpark attractions </li></ul></ul><ul><ul><ul><li>Combined with hotel property? </li></ul></ul></ul>
  43. 47. Coney Island <ul><ul><li>Operating Goals </li></ul></ul><ul><ul><ul><li>Quality Service </li></ul></ul></ul><ul><ul><ul><li>Superior Operations </li></ul></ul></ul><ul><ul><ul><li>Strong Supervision throughout facility </li></ul></ul></ul><ul><ul><ul><li>High and consistent standards between operations </li></ul></ul></ul><ul><ul><ul><li>Higher overall satisfaction levels </li></ul></ul></ul><ul><ul><ul><ul><li>Excellent Secret Shopper scores </li></ul></ul></ul></ul>
  44. 48. Coney Island <ul><li>What benefits will the area enjoy? </li></ul><ul><ul><li>Quality of life </li></ul></ul><ul><ul><ul><li>Additional entertainment in the neighborhood </li></ul></ul></ul><ul><ul><ul><li>Family memories </li></ul></ul></ul><ul><ul><li>Jobs </li></ul></ul><ul><ul><ul><li>Full time and part time </li></ul></ul></ul><ul><ul><li>Multiplier effect of spending </li></ul></ul><ul><ul><ul><li>Economists vary </li></ul></ul></ul><ul><ul><li>Additional development </li></ul></ul><ul><ul><ul><li>Hotels </li></ul></ul></ul><ul><ul><ul><li>Restaurants </li></ul></ul></ul><ul><ul><ul><li>On-site and off-site </li></ul></ul></ul>
  45. 49. Coney Island <ul><li>Photo Credits </li></ul><ul><ul><li>Wikipedia – Six Flags Great Adventure </li></ul></ul><ul><ul><li>Widipedia – Six Flags New England </li></ul></ul><ul><ul><li>www.belmontpark.com – Belmont Park </li></ul></ul><ul><ul><li>www.santacruz.com – Santa Cruz Boardwalk </li></ul></ul><ul><ul><li>www.blackpoolpleasurebeach.com – Blackpool Pleasure Beach </li></ul></ul><ul><ul><li>www.tivoli.dk – Tivoli Gardens </li></ul></ul><ul><ul><li>Google Earth – Aerial views </li></ul></ul><ul><ul><li>All other photos property of Dan Aylward </li></ul></ul>

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