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Museums Museums Document Transcript

  • GlobalAttractionsAttendanceReportEconomics
  • The definitive annual attendance study for thethemed entertainment and museum industries.Published by the Themed EntertainmentAssociation (TEA) and the Economics practiceat AECOM.GlobalAttractionsAttendanceReportCreditsTEA/AECOM 2013Theme Index:The Global Attractions Attendance ReportPublisher:Themed Entertainment Association (TEA)Executive Editor: Gene JeffersResearch: Economics practice at AECOMEditor:Judith RubinPublication team: Natalia Bakhlina, Beth Chang, Linda Cheu, Alisa Cohen, Daniel Elsea,Gene Jeffers, Kathleen LaClair, Jodie Lock, Ben Martin, John Robinett, Judith Rubin,Brian Sands, Matt Timmins, Chris Yoshii©2013 TEA/AECOM. All rights reserved.ContactsFor information about TEA:Judith Rubin, rubin.judith@gmail.com, T: +1 314 853 5210Gene Jeffers, gene@TEAConnect.org, T: +1 818 843 8497www.TEAconnect.orgFor information about AECOM’s Economics team and the report:John Robinett Chris YoshiiSenior Vice President, Economics Global Director, Asiajohn.robinett@aecom.com chris.yoshii@aecom.comT: +1 213 593 8785 T:+852 3922 8000Natalia Bakhlina Brian Sands, AICPAssociate Director, Europe Vice President, Economics + Planningnatalia.bakhlina@aecom.com brian.sands@aecom.comT: +44 20 3009 2278 T: +1 202 821 72813
  • The BIG picture 7Optimism and economic recovery,Asia starts to pull ahead of NorthAmerica, and Museums join the mix.2012 THEME INDEX 12Americas 23Asia-Pacific 35Europe 452012 MUSEUM INDEX 52Americas 60Asia-Pacific 62Europe 64About this study 66About TEA and AECOM 67List of figures page2012 THEME INDEXWorldwide1 Top 10 theme park groups worldwide 132 Top 25 amusement/theme parks worldwide 14–173 Top 20 water parks worldwide 18–21Americas4 Top 20 amusement/theme parks in North America 28–295 Top 10 amusement/theme parks in Latin America 30–316 Top 20 water parks in North America 32–33Asia-Pacific7 Top 20 amusement/theme parks in Asia-Pacific 40–418 Top 15 water parks in Asia-Pacific 42–43Europe9 Top 20 amusement/theme parks in Europe 50–512012 MUSEUM INDEX10 Top 20 museums worldwide 57–5911 Top 20 museums in North America 60–6112 Top 20 museums in Asia-Pacific 62–6313 Top 20 museums in Europe 64–654 5
  • THE BIG PICTUREInterview withJohn RobinettSenior VicePresident,EconomicsIn broad strokes,what kind of a year did the global themepark/water park industry have in 2012?The European, Asian, and North American major operators allhad a successful year with an average attendance increaseof 6.7% at the top ten global operators. In Asia and NorthAmerica attendance was strong, with Asia up roughly 6%and North America 3%. Europe, which is still in recession,experienced softer numbers. It is our view that, given theeconomic conditions, theme parks have done a good job thisyear in maintaining single digit growth in major markets.The market in North America was, this year as last year,driven by major reinvestment at major operators’ parks. Lastyear, Orlando led the way with The Wizarding World of HarryPotter at Universal Studios Florida.This year, it was SouthernCalifornia, with substantial increases at Disney CaliforniaAdventure (where additions included Cars Land) as well asUniversal Studios Hollywood (which added Transformers:theRide 3-D).Optimism andeconomic recovery,Asiastarts to pull aheadof North America,andMuseums join the mix5.2%Global increase inattendance to themeparks from 20117
  • In Asia there has been double digit growth on the part ofleading international and domestic operators. Hong KongDisney and Universal Studios Japan were up 14%. LotteWorld, Chimelong and other major parks saw tremendousgrowth as well.Europe’s theme parks experienced, for the most part, somesmall gains and some small losses, consistent with theregion’s economic malaise. But in the midst of that weresome inspiring successes. Parc Asterix, Legoland Windsorand Puy du Fou all benefited from smart reinvestmentin attractions as well as marketing, reaping attendanceincreases ranging from 5 to 8%.The water parks business grew in both North America andAsia. We forecasted in last year’s Theme Index that theindustry in Asia would begin to outpace the industry in NorthAmerica;in the water parks we track, we’ve seen the firstclear sign of it. Our water park figures show that the Asianattendance totals have for the first time surpassed those ofNorth America.The Asian water parks market showed 7.4%growth with total attendance at 16 million, about 1 millionmore than North America. Especially strong performancewas seen in China and Southeast Asia.When do you forecast Asian theme park attendance willovertake North America?I wouldn’t want to box myself into predicting a specific year,but we will hit a milestone with the opening of ShanghaiDisney in 2015. Assuming that the Shanghai Disney openingwill be consistent with the openings of other major Disneyparks in large international markets, it’s reasonableto expect something in the neighborhood of 10 millionattendance in its first year. It will be the largest theme parkdevelopment in China to date and can be expected to putAsia within striking distance of surpassing North Americantheme park attendance totals.Weather was a big factor holding back attendance growthin European theme parks in 2012. Should operatorsconsider climate patterns when they think aboutreinvestment to boost growth?If exposure to extreme or uncomfortable weather conditionsis keeping visitors away, it’s worth addressing the issue withcareful and thoughtful investment.The cost of creatingcomfort should create commensurate benefits. Short ofenclosing a property outright, there are plenty of optionsthat can provide relief to guests, such as shade structures,landscaping, misters, air-conditioned theaters, and outdoorheaters.What are some important trends as Asia grows towardglobal dominance in visitor attractions?Asia brought something new to the destination resort mixby incorporating casinos and cultural facilities along withtheme parks, retail and hospitality, what they call “integratedresorts”.This broader spectrum of elements has been verysuccessful in their markets. It’s a business model of crosssubsidization, with the high cash flow casinos supportingthe lower cash flow cultural elements.Is the Middle East attractions market making a comeback?What’s happening in the Middle East, especially Dubai andAbu Dhabi, reflects the overall, worldwide return to a positiveoutlook in attractions markets.There is more optimism now,a lot of interesting projects being planned, and expectationof future growth and expansion. One unique factor isdemographics, in some Middle East countries, people aremuch younger than in other markets.16mTop 15 Asia-Pacificwaterparks totalattendance in 2012The European, Asian and NorthAmerican major operators all had asuccessful year.What’s happening in the MiddleEast, especially Dubai andAbu Dhabi, reflects the overall,worldwide return to a positiveoutlook in attractions markets.8 9
  • This year’s Theme Index includes attendance numbers fortop museums in Europe, North America and Asia. Why hasAECOM begun to track museums?Museums represent a very important category of theleisure market with clear commonalities to commercialattractions.They compete for people’s time and moneyin similar markets;they cater to families;they help drivetourism;and they play a cultural and economic role in theircommunities. Increasingly, museums are focusing on theguest experience, operations, and marketing in ways thatmirror commercial attractions. While their markets are notidentical, they overlap and are similar in scale. Both courtgroup attendance.Although museums are nonprofit entities with educationalmissions, earned revenue streams are important to them— especially as government funding sources have receded.Tracking their attendance from year to year and studying thegrowth factors, as we do with theme parks and water parks,will help convey a picture of the dynamics that is instructiveto both sectors.Tracking museums in addition to theme parks puts Europein a different light. While Europe came in last for themepark attendance compared to other major global markets in2012, it was first in museums. In Europe, the top museumsget more visitation than do theme parks:72 million totalattendance for museums versus 58 million for theme parks.Further, museum attendance was up 5% in Europe, wheretheme parks were flat.AECOM and TEA, the producers of this report, are bothvery active within the museum community. AECOM isinterested in helping operators improve how they track andanalyze their audiences and operations to better achievetheir missions, serve their communities and maximize thebottom line. IAAPA’s annual Museum Day, set up specificallyfor this kind of information exchange, is one of the forumsin which we regularly participate.For its part,TEA recognizes museums as a significantclient market for its members, and reaches out to museumoperators to honor excellence in the field with its TheaAwards. Museums and museum exhibits that have beenhonored with Thea Awards include Canada’s Sports Hall ofFame, the Coal Mine and the U-505 exhibits at MSI Chicagoand Beyond All Boundaries at the National World War IIMuseum. Museums can achieve dramatic attendancegrowth through reinvestment and improvement of theguest experience — it’s just as true for them as it is fortheme parks.We’ll be publishing museum attendance numbers as partof the TEA/AECOM Theme Index every year from now on,and we hope to receive feedback from the community. Wewelcome comments, questions and suggestions — andof course you should contact us if you believe your facilitybelongs on the list.Increasingly museums are focusingon the guest experience, operations,and marketing in ways that mirrorcommercial attractions.Although museums are nonprofitentities with educational missions,earned revenue streams are importantto them — especially as governmentfunding resources have receded.10 11
  • PARK , location change 2012 20111 WALT DISNEY ATTRACTIONS 4.7% 126,479,000 121,821,0002 MERLIN ENTERTAINMENTS GROUP 16.4% 54,000,000 46,400,0003 UNIVERSAL STUDIOS RECREATION GROUP 7.9% 34,515,000 31,990,0004 PARQUES REUNIDOS 3.5% 27,130,000 26,220,0005 SIX FLAGS INC. 6.0% 25,750,000 24,300,0006 SEAWORLD PARKS & ENTERTAINMENT 3.0% 24,310,000 23,600,0007 CEDAR FAIR ENTERTAINMENT COMPANY 0.9% 23,600,000 23,400,0008 OCT PARKS CHINA 7.5% 23,359,000 21,731,0009 HAICHANG GROUP 24.5% 9,400,000 7,550,00010 COMPAGNIE DES ALPES 1.0% 9,300,000 9,210,000Figure 1Top 10 theme park groupsworldwide6.7%2012–11 top 10theme park groupsworldwide growth357.8m2012 top 10theme parkgroups worldwideattendance335.2m2011 top 10theme parkgroups worldwideattendanceWORLDWIDE 13AMERICAS 23ASIA-PACIFIC 35EUROPE 451312
  • 4parksCalifornia, U.S.A.131512 144391821117221 678101619 235202124258parksFlorida, U.S.A.4parksJapan2parksHong Kong2parksSouth Korea2 parksFrance2 parksRest of EuropeTop 25 amusement/themeparks worldwideWhere are the top 25 amusement/theme parks worldwide?5.2%2012–11 top 25amusement / themeparks worldwidegrowth205.9m2012 top 25amusement / themeparks worldwideattendance195.7m2011 top 25amusement / themeparks worldwideattendanceVisitors (Millions)Up to 5m5m–10m10m–15m15m+Figure 2A1parkChina14 15
  • PARK , location change 2012 20111 MAGIC KINGDOMat Walt Disney World, Lake Buena Vista, Florida2.3% 17,536,000 17,142,0002 DISNEYLANDAnaheim, California-1.1% 15,963,000 16,140,0003 TOKYO DISNEYLANDTokyo,Japan8.5% 14,847,000 13,683,0004 TOKYO DISNEY SEATokyo,Japan8.5% 12,656,000 11,664,0005 DISNEYLAND PARK AT DISNEYLAND PARISMarne-La-Vallée, France1.9% 11,200,000 10,990,0006 EPCOTat Walt Disney World, Lake Buena Vista, Florida2.2% 11,063,000 10,825,0007 DISNEYS ANIMAL KINGDOMat Walt Disney World, Lake Buena Vista, Florida2.2% 9,998,000 9,783,0008 DISNEYS HOLLYWOOD STUDIOSat Walt Disney World, Lake Buena Vista, Florida2.2% 9,912,000 9,699,0009 UNIVERSAL STUDIOS JAPANOsaka,Japan14.1% 9,700,000 8,500,00010 ISLANDS OF ADVENTUREat Universal Orlando, Florida4.0% 7,981,000 7,674,00011 DISNEYS CALIFORNIA ADVENTUREAnaheim, California22.6% 7,775,000 6,341,00012 OCEAN PARKHong Kong SAR6.9% 7,436,000 6,955,00013 EVERLANDGyeonggi-Do, South Korea4.3% 6,853,000 6,570,00014 HONG KONG DISNEYLANDHong Kong SAR13.6% 6,700,000 5,900,00015 LOTTE WORLDSeoul, South Korea10.4% 6,383,000 5,780,000PARK , location change 2012 201116 UNIVERSAL STUDIOSat Universal Orlando, Florida2.5% 6,195,000 6,044,00017 UNIVERSAL STUDIOS HOLLYWOODUniversal City, California15.0% 5,912,000 5,141,00018 NAGASHIMA SPA LANDKuwana,Japan0.5% 5,850,000 5,820,00019 SEAWORLD FLORIDAOrlando, Florida3.0% 5,358,000 5,202,00020 WALT DISNEY STUDIOS PARK AT DISNEYLAND PARISMarne-La-Vallee, France1.9% 4,800,000 4,710,00021 EUROPA PARKRust, Germany2.2% 4,600,000 4,500,00022 SEAWORLD CALIFORNIASan Diego, California3.5% 4,444,000 4,294,00023 BUSCH GARDENS TAMPA BAYTampa, Florida1.5% 4,348,000 4,284,00024 DE EFTELINGKaatsheuvel, Netherlands1.8% 4,200,000 4,125,00025 OCT EASTShenzhen, China7.9% 4,196,000 3,890,000Figure 2BTop 25 amusement/themeparks worldwide16 17
  • Top 20 water parks worldwide5.4%2012–11 top 25amusement / themeparks worldwidegrowth25.0m2012 top 25amusement / themeparks worldwideattendance23.7m2011 top 25amusement / themeparks worldwideattendance1235 8910461112141513161918207 17Where are the top 20 water parksworldwide?2parksRest of U.S.A.4parksFlorida, U.S.A.3parksSouth Korea1parkJapan2parksChina2parksU.A.E.1parkMalaysia3parksIndonesia1parkAustraliaVisitors (Millions)Up to 1m1m–2m2m+Figure 3A1parkSpain18 19
  • Top 20 water parks worldwidePARK , location change 2012 20111 TYPHOON LAGOON AT DISNEY WORLDOrlando, FL, U.S.A.2.0% 2,100,000 2,058,0002 CHIMELONG WATERPARKGuangzhou, China6.4% 2,021,000 1,900,0003 BLIZZARD BEACH AT DISNEY WORLDOrlando, FL, U.S.A.2.0% 1,929,000 1,891,0004 OCEAN WORLD,Gangwon-Do, South Korea-0.3% 1,720,000 1,726,0005 AQUATICAOrlando, FL, U.S.A.2.5% 1,538,000 1,500,0006 CARIBBEAN BAYGyeonggi-Do, South Korea0.7% 1,508,000 1,497,0007 AQUAVENTUREDubai, U.A.E.8.3% 1,300,000 1,200,0008 WET N WILDOrlando, FL, U.S.A.2.0% 1,247,000 1,223,0009 WET N WILD GOLD COASTGold Coast, QLD, Australia0.0% 1,200,000 1,200,00010 SUNWAY LAGOONKuala Lumpur, Malaysia15.4% 1,200,000 1,040,00011 RESOM SPA CASTLEChungcheongnam-Do, South Korea12.0% 1,158,000 1,034,00012 SCHLITTERBAHNNew Braunfels,TX, U.S.A.3.6% 1,017,000 982,000PARK , location change 2012 201113 ATLANTIS WATER ADVENTUREJakarta, Indonesia5.3% 1,000,000 950,00014 SUMMERLANDTokyo ,Japan13.1% 990,000 875,00015 HAPPY MAGIC WATER CUBEBeijing, China26.0% 968,000 768,00016 THE JUNGLE WATER ADVENTUREBogor, West Java, Indonesia9.2% 951,000 871,00017 WILD WADI WATER PARKDubai, U.A.E.-3.4% 860,000 890,00018 SIAM WATER PARKTenerife, Spain0.0% 800,000 800,00019 OCEAN PARK WATER ADVENTUREJakarta, Indonesia25.0% 750,000 600,00020 WATER COUNTRY USAWilliamsburg,VA, U.S.A.3.5% 748,000 723,000Figure 3B20 21
  • THE AMERICASInterview withBrian SandsVice President,Economics,AmericasOverall growth in the North American themepark market was substantial in 2012, with131.6 million visits to the top 20 themeparks, equal to 4.6 million more visits or 3.6percent higher than 2011. This is the secondconsecutive year recently with growth ofaround three percent.Latin America’s top theme/amusementand water parks saw 13.2 million visits in2012, representing growth of 2.6 percent or336,000 visits — a jump in comparison to2011’s very modest growth. The water parkmarket in North America grew comparably,to 15.4 million visits in 2012, up 2.2 percentor 332,000 visits. These numbers indicatestrong resurgence after a flat performancein 2011, which was primarily due to theimpact of Hurricane Irene on the East Coastthat August.131.6mTop 20 theme/amusement parksin North Americaattendance in 2012 —an increase of 3.6%since 201113.2mTop 10 theme/amusement parksin Latin Americaattendance in 2012 —an increase of 2.6%since 2011Continued growth andeconomic recovery23
  • 232.8mThe National ParksService (NPS) 2012attendance — anincrease of 2.2% since2011How does the North American theme park recovery look ifyou trace it back to the start of the recession?The North American theme park market is now up by about9 million visits or about 7.0 percent versus approximately123 million visits in 2007 and 2008.This second year of solidgrowth is very encouraging.How does the North American theme park attendancegrowth of 3.6 percent look against other relevantstatistics?Interesting figures to compare with include 2.2 percentgrowth of US gross domestic product (GDP) in 2012 and 1.4percent growth at the National Parks Service (NPS). In theother direction, admissions at US movie theaters reportedlyincreased by 4.1 percent in 2012.National parks are a day- or multi-day activity thatbenefited during the recession. NPS, which is one of thesingle largest leisure industry operators in the US, reported282.8 million visits in 2012 and 278.9 million in 2011. Withcontinued economic recovery, the NPS numbers may beginto flatten out — and theme park numbers keep rising — aspeople return to previous vacation and spending patterns.Attendance at movie theaters is still down from the historichighs of the early 2000s.In 2011, the outstanding success of Wizarding World ofHarry Potter at Universal Studios Florida gave a huge liftto the North America attendance totals. Is growth moreevenly distributed this year?Yes.Together, three parks from global leaders — DisneyCalifornia Adventure, Universal Studios Hollywood, and MagicKingdom at Walt Disney World — accounted for 57 percent ofthe increase in visits to the top 20 parks in North Americain 2012.Disneyland Resort in Anaheim had 23.7 million visits in2012, an increase of 1.3 million visits versus 2011.Thisincrease was driven by the opening of Cars Land at DisneyCalifornia Adventure which boosted total visits to the park to7.8 million, a remarkable jump of 1.4 million. Cars Land wasrecently honored by TEA with a Thea Award for OutstandingAchievement.The large increase in attendance at DisneyCalifornia Adventure was partly supported by a shift inattendance from Disneyland, which experienced a slightdecline in attendance to just under 16 million visits.Universal Studios parks performed strongly again in 2012.Transformers:The Ride 3-D at Universal Studios Hollywoodhelped attract 5.9 million visits, a jump of over three-quarters of a million, moving the park up to ninth position onthe North American Top 20, ahead of SeaWorld Florida whichitself had respectable growth of 3.0 percent.Transformers:The Ride 3-D earned awards from TEA and the International3D Society.Disney World Resort in Orlando maintained its worldwidedominance at 48.5 million+ visits. Magic Kingdom increasedby nearly 400,000 visits thanks to several new and renovatedattractions, including The Barnstormer, Sorcerers of theMagic Kingdom, Fantasyland, Little Mermaid, and Dumbothe Flying Elephant. Other additions to Disney’s Orlandopresence include the Richard Petty Driving Experience andthe Art of Animation Resort.Were there any significant attendance declines among thetop performing North American parks in 2012?The only decline to note was at Knott’s Berry Farm, dueto the closure for redevelopment of Perilous Plunge andassociated areas. We look forward to the reopening of thispart of the park. Knott’s parent chain is Cedar Fair, and otherCedar Fair properties are doing well under the leadership ofthe new CEO, Matt Ouimet.7.0%Top 20 theme/amusement parks inNorth America growthin attendance since2007–20087.8mDisney CaliforniaAdventure attendancein 2012 — an increaseof 22.6% since 2011Overall growth in North Americantheme park markets wassubstantial in 2012.A lot of that growth was, asexpected, driven by re-investment— the eternal necessity to driveadditional attendance.48.5mDisney World Resort,Orlando visitors in2012 — an increase of2.2% since 201124 25
  • Tell us about the ups and downs ofthe Latin American market.Overall, Latin America is growing.The market is now up byabout 1 million visits or about 8.2 percent to 13.2 million,versus the approximately 12.2 million visits to Latin Americanparks in 2007 and 2008.The leader in growth was Beto Carrero World (Penha, Brazil)with 450,000 additional visits for a total of 1.5 million, helpedby numerous new cinema-branded attractions (Kung FuPanda, Madagascar, Shrek) plus a strong marketing program.Parque Plaza Sesamo in Monterrey, Mexico, also reportedsubstantial growth of nearly 300,000 new visits, reachingnearly 1.2 million.The closure of the historic Playcenter in SaoPaulo paved the way for Beach Park in Aquiraz, Brazil to jointhe Latin America Top 10 list, with 843,000 visits in 2012 — asolid increase of 55,000 over the previous year.A number of Latin American parks had challenges in 2012.Hopi Hari in Sao Paulo, Brazil, experienced its secondconsecutive decline with1.63 million visits (down 12 percent).The park was closed for a month due to the accidental deathof a visitor on a ride. Bad weather was primarily responsiblefor declines at Parque Mundo Aventura and Salitre Magico inBogota, and Fantasialandia in Santiago.What are some key points for North American waterparks?Orlando market leaders — Typhoon Lagoon, Blizzard Beach,and Aquatica — all benefited from the 2.2 percent increase intourism to that area in 2012. Elsewhere, major reinvestmentspaid off. In New Braunfels,Texas, Schlitterbahn openedThe Falls - identified as the longest water park ride in theworld and raising visitation past one million. Splish Splashin Calverton, New York, added a new wave pool and grewattendance by 31,000 to reach 463,000 visits.Six Flags Hurricane Harbor in Jackson, New Jersey addedtwo new rides, with visits increasing to 424,000. East Coastparks also benefited from the bounceback after the impactof Hurricane Irene.Despite good weather and a major new ride,The Mile HighFlyer, Hyland Hills Water World in Denver experienced adecline in visitation due apparently to a combination of asluggish regional economy and a significant rise in the entrycharge in 2012.What trends are you seeing now that mayinfluence future performance?As this part of the world continues to pull out of recession,we should see a return to people taking longer vacations andtraveling further. Sensitivity on pricing is going to remain fora while — however, with technologies and practices such asonline ticketing,installment payments and credit wristbandsparks are finding ways to cross psychological spendingbarriers. It’s important that visitors perceive value for theirmoney. Discounting and packaging will continue to beimportant.There is room for additional, specialized, add-onand VIP experiences in attractions and we should continueto see more of those. As urbanization and globalizationcontinue apace, I also think profitable new categories ofattractions — such as observation decks — will continueto emerge and compliment the well-established theme andwater park market.1.5mBeto Carrero World,Brazil attendance in2012 — an increase of42.9% since 20111.2mParque Plaza Sesamo,Mexico visitors in 2012— an increase of 33%since 2011Overall, Latin America is growing,but unfortunately a numberof Latin American parks hadchallenges in 2012.As this part of the world continuesto pull out of recession, we shouldsee a return to people taking longervacations and traveling further.-3.8%Hyland Hills WaterWorld, Denver,decrease inattendance since 20112.2%Top 20 waterparksin North Americaincrease in attendancesince 201126 27
  • 3.6%2012–11 NorthAmerica top 20amusement / themeparks growth131.5m2012 North Americatop 20 amusement/ theme parksattendance127m2011 North Americatop 20 amusement/ theme parksattendancePARK , location change 2012 20111 MAGIC KINGDOMat Walt Disney World, Lake Buena Vista, FL, U.S.A.2.3% 17,536,000 17,142,0002 DISNEYLANDAnaheim, CA, U.S.A.-1.1% 15,963,000 16,140,0003 EPCOTat Walt Disney World, Lake Buena Vista, FL, U.S.A.2.2% 11,063,000 10,825,0004 DISNEYS ANIMAL KINGDOMat Walt Disney World, Lake Buena Vista, FL, U.S.A.2.2% 9,998,000 9,783,0005 DISNEYS HOLLYWOOD STUDIOSat Walt Disney World, Lake Buena Vista, FL, U.S.A.2.2% 9,912,000 9,699,0006 UNIVERSAL’S ISLANDS OF ADVENTUREat Universal Orlando, FL, U.S.A.4.0% 7,981,000 7,674,0007 DISNEYS CALIFORNIAN ADVENTUREAnaheim, CA, U.S.A.22.6% 7,775,000 6,341,0008 UNIVERSAL STUDIOS FLORIDAat Universal Orlando, FL, U.S.A.2.5% 6,195,000 6,044,0009 UNIVERSAL STUDIOS HOLLYWOODUniversal City, CA, U.S.A.15.0% 5,912,000 5,141,00010 SEAWORLD FLORIDAOrlando, FL, U.S.A.3.0% 5,358,000 5,202,00011 SEAWORLD CALIFORNIASan Diego, CA, U.S.A.3.5% 4,444,000 4,294,00012 BUSCH GARDENS TAMPA BAYTampa, FL, U.S.A.1.5% 4,348,000 4,284,00013 CANADAS WONDERLANDMaple, ON, Canada5.0% 3,655,000 3,481,00014 KNOTTS BERRY FARMBuena Park, CA, U.S.A.-4.0% 3,508,000 3,654,00015 CEDAR POINTSandusky, OH, U.S.A.2.5% 3,221,000 3,143,00016 KINGS ISLANDKings Island, OH, U.S.A.2.0% 3,206,000 3,143,00017 HERSHEY PARKHershey, PA, U.S.A.6.5% 3,140,000 2,949,00018 BUSCH GARDENS EUROPEWilliamsburg,VA, U.S.A.4.0% 2,854,000 2,744,00019 SIX FLAGS MAGIC MOUNTAINValencia, CA, U.S.A.4.0% 2,808,000 2,700,00020 SEAWORLD SAN ANTONIO,TXSan Antonio,TX, U.S.A.3.0% 2,678,000 2,600,000Figure 4BVisitors (Millions)Up to 5m5m–10m10m–15m15m+Figure 4A131516 171820Top 20 Amusement/ThemeParks in North America2119147191 3456812106parksCalifornia8parksFlorida2parksOhio1parkCanada3parksElsewhere in the U.S.A.Where are the top 20 amusement/theme parks in North America?28 29
  • PARK , location change 2012 20111 SIX FLAGS MEXICOMexico City, Mexico5.0% 2,310,000 2,200,0002 HOPI HARISão Paulo, Brazil-12.0% 1,628,000 1,850,0003 LA FERIA DE CHAPULTEPECMexico City, Mexico2.0% 1,537,000 1,507,0004 BETO CARRERO WORLDSanta Catarina, Brazil42.9% 1,500,000 1,050,0005 PLAZA PLAZA SESAMOMonterrey, Mexico33.0% 1,197,000 900,0006 PARQUE DE LA COSTATigre, Argentina1.0% 1,091,000 1,080,0007 FANTASIALANDIASantiago, Chile-9.3% 1,070,000 1,180,0008 PARQUE MUNDO AVENTURABogotá, Colombia-11.8% 1,065,000 1,208,0009 EL SALITRE MAGICOBogotá, Colombia-13.0% 958,000 1,101,00010 BEACH PARKFortaleza, Brazil7.0% 843,000 788,500Figure 5B1Top 10 amusement/themeparks in Latin America2.6%2012–11 LatinAmerica top 10amusement / themeparks growth13.2m2012 Latin Americatop 10 amusement/ theme parksattendance12.9m2011 Latin Americatop 10 amusement/ theme parksattendance3parksMexicoWhere are the top 10 amusement/theme parks in Latin America?23456789102parksColombia3parksBrazil1parkChile1parkArgentinaVisitors (Millions)Up to 5m5m–10m10m–15m15m+Figure 5A30 31
  • PARK , location change 2012 20111 TYPHOON LAGOON AT DISNEY WORLDOrlando, FL, U.S.A.2.0% 2,100,000 2,058,0002 BLIZZARD BEACH AT DISNEY WORLDOrlando, FL, U.S.A.2.0% 1,929,000 1,891,0003 AQUATICAOrlando, FL, U.S.A.2.5% 1,538,000 1,500,0004 WET N WILDOrlando, FL, U.S.A.2.0% 1,247,000 1,223,0005 SCHLITTERBAHNNew Braunfels,TX, U.S.A.3.6% 1,017,000 982,0006 WATER COUNTRY USAWilliamsburg,VA, U.S.A.3.5% 748,000 723,0007 NOAHS ARKWisconsin Dells, WI, U.S.A.3.6% 666,000 643,0008 ADVENTURE ISLANDTampa, FL, U.S.A.1.1% 651,000 644,0009 SCHLITTERBAHNGalveston,TX, U.S.A.2.1% 546,000 535,00010 HYLAND HILLS WATER WORLDDenver, CO, U.S.A.-3.8% 538,000 559,00011 SIX FLAGS-HURRICANE HARBORArlington,TX, U.S.A. 1.6% 508,000 500,00012 SIX FLAGS-WHITE WATERMarietta, GA, U.S.A.1.0% 505,000 500,00013 RAGING WATERSSan Dimas, CA, U.S.A.1.9% 480,000 471,00014 SPLISH-SPASHRiverhead, NY, U.S.A.7.2% 463,000 432,00015 WET N WILDPhoenix, AZ, U.S.A.0.0% 461,000 461,00016 SIX FLAGS HURRICANE HARBORJackson, NJ, U.S.A.6.0% 424,000 400,00017 WET N WILD EMERALD POINTGreensboro, NC, U.S.A.2.0% 406,000 398,00018 SOAK CITY CEDAR POINTSandusky, OH, U.S.A.2.0% 403,000 395,00019 ZOOMEZI BAYPowell, OH, U.S.A.4.0% 389,000 374,00020 CAMELBEACHTannersville, PA, U.S.A.0.5% 367,000 365,000Figure 6BTop 20 water parks inNorth America2.2%2012–11 NorthAmerica top 20 waterparks growth15.4m2012 North Americatop 20 water parksattendance15.1m2011 North Americatop 20 water parksparks attendance5parksFloridaWhere are the top 20 water parksin North America?567910111213141516171920183parksTexas3parksnortheast U.S.A.3parksmidwest U.S.A.3parkssoutheast U.S.A.3parkswestern U.S.A.Visitors (Millions)Up to 1m1m–2m2m+Figure 6A1 234832 33
  • ASIA-PACIFICCombined attendance at the Top 20 Asiantheme parks increased by 5.8% overall in2012 to a record 108.7 million visits.Thissolid growth was led by the post-tsunamirecovery of Tokyo Disneyland and TokyoDisney Sea, as well as significant newattractions added to major parks. Big gainersfor the year include Universal StudiosJapan showing an impressive 14% jumpin attendance with 9.7 million visits on theback of Universal Wonderland; Hong KongDisneyland (13.6% increase) with the GrizzlyGulch themed zone opening, and SonchengPark in Hangzhou (14.2% increase) whichalso opened a large new attraction zone.Interviews withChris YoshiiVice PresidentEconomics,Asia-PacificBeth ChangRegional Director,Economics5.8%Top 20 theme/amusement parksin Asia growth inattendance since 2011All eyes on the MainlandChinese tourist14%Universal StudiosJapan growth inattendance since 201135
  • 109mAsia theme/amusement parkattendance in 2012compared to 131m inthe U.S.70/30Proportion of touriststo residents at HongKong Disney in 201270/30Proportion of touriststo residents at OceanPark Hong Kong in2012As a driver of global tourism, themainland Chinese tourist is fastbecoming the most sought-aftervisitor in the world.In the not-too-distant-future, totaltheme park visits in China willexceed those of the US.Two China-based theme park chains, OCT Group andHaichang Group, have now entered the Top 10 global themepark chains with 23.4 and 9.4 million visits respectively andintentions of future expansion.The Top 15 Asian water parksadvanced at a greater rate than theme parks, with 7.4%growth to 16 million, surpassing the Top 15 North Americanwater parks. In the not-too-distant future, total theme parkvisits in China will also surpass those of North America;for2012, those totals were respectively some 109 million and132 million.Within Asia there continues to be an increase of interest inbuilding visitor attractions. AECOM can testify that thereis a great deal of discussion going on regarding a widevariety of theme parks including indoor theme parks in anurban setting, indicating a trend toward very large, enclosedprojects in many cities in China and Southeast Asia.As a driver of global tourism, the mainland Chinese touristis fast becoming the most sought-after visitor in the world,and will continue to be so for many years to come.This vastmarket sector is still at the very early stages of growth.Tenyears from now all numbers will be significantly higher.What fueled the increases in parks inSouth Korea and Hong Kong?In Korea, Everland and Lotte World both enjoyed significantgrowth resulting from a combination of adding newattractions and an increase of inter-Asia tourism, primarilyfrom Southeast Asia and mainland China.Similarly, both Ocean Park Hong Kong and Hong KongDisneyland had record years for attendance that can becredited to huge investments in significant new attractions,great marketing efforts by both parks and a substantial risein tourism, mostly from the mainland, with a large increasein day trips.There were also dramatic increases in local visitsfrom Hong Kong residents.How do the Hong Kong numbers compare with visitationpatterns at destination parks in North America?The proportion of tourists to residents is about 70/30 at HongKong Disney and Ocean Park Hong Kong. Of those tourists,about 65-80% are mainland Chinese. Orlando has similarproportions, but in Southern California, more than half thevisitors to Disney and Universal parks come from residentmarkets. Another difference is that a high percentage oftourists in Asia travel in groups, sharing transportation andother costs.The groups tend to visit theme parks.How might those tourist-to-resident visitorproportions settle out in Asia, longterm?We see tourists continuing to be a larger percent of visitation,even to the more regional parks.The market is still far fromthe saturation point, and in most parts of Asia, having atheme park in your local city is still relatively rare. Over thevery long term that will change, but the tourism market will becrucial for a long time to come.What’s an important influence in Asiantheme park development right now?Disney is on track to open its Shanghai park in 2015, and thatis generating a lot of interest among other developers andinvestors. It will have a major, positive impact — raising thebar for quality and guest experience, and setting a leadingprice point in the market.36 37
  • 3.5mUniversal StudiosSingapore attendancein 201215%Sunway Lagoon, KualaLumpur attendancegrowth since 2011.The expansion of theme park chains is an important trend inChina with OCT Group leading the way. In 2012, OCT opened anew Happy Valley park and a water park in Wuhan, and a newdestination theme park and water park will open in Tianjinthis year. Notably, this group has also added a children’seducational attraction, similar to a KidZania, at its newShenzhen themed retail dining and entertainment district,OCT Bay.The integrated resort continues to be the model ofdevelopment in Asia. Resorts World Sentosa (RWS) recentlyopened a major aquarium that generated a lot of positiveinterest and rounded out the tourist offerings there.TheUniversal Studios Singapore theme park within RWS seemsto have stabilized at around 3.5 million visits.The mix ofanchors creates some internal competition at an integratedresort, but overall visitation increases each time somethingis added.Just about all new projects of this kind comingup have a destination element, such as Ocean Kingdom inZhuhai by the Chimelong Group, set to be open by the end of2013, featuring an Ocean theme park and 1,888-room hotel.What factors drove the mostly strongperformance in Asian water parks for 2012?Two newer parks in Beijing have drawn a lot of residentmarket interest and made it to the Top 15:Happy MagicWater Cube and Olympic Water Cube Indoor Water Park.Both opened in 2011, and 2012 was their first full year ofoperations. Olympic Water Cube extended its hours to 10 pm.In Guangzhou, China Chimelong Waterpark held onto the#1 spot on the list. In 2012, the park extended its season,opening in April, a month earlier than before, and with theaddition of a warm water pool.Southeast Asia is a strong market for water parks andSunway Lagoon in Kuala Lumpur showed a 15% increase.Thepark celebrated its 20th anniversary in 2012.The operator ofKorea’s two top water parks, Resom Spa Castle and ResomOcean Castle, started online sales in 2012 and this helpedkeep attendance numbers up. In Mumbai, Water Kingdomsaw a drop in attendance, and in Australia, Wet N Wild GoldCoast’s numbers were flat as there were no new attractionsat either park in 2012.What are some of the things driving anddistinguishing the Asian water park marketas it continues to dramatically expand?This continues to be a very promising market with a lotof room for growth. Ocean Park Hong Kong plans to openan indoor/outdoor water park in 2017;two new OCT waterparks open this year, and another new water park has beenannounced for Shanghai.Water parks require less initial investment than theme parks,attracting the interest of developers.The popular indoor/outdoor facilities extend the season and provide more controlover the environment. Asians won’t get into the water unlessit is very warm.The water park experience in the US is very family oriented,kid-oriented. But in Asia, the typical water park visitorsare young adults, often on a group outing:it’s a day outwith work colleagues, fellow students, or friends.There’ssomething of a crossover with the culture of spas and hotsprings.The settings tend to be more tranquil with premiumelements available — food service, massages, concerts,entertainment:things that extend the average length of stayand raise per caps.The integrated resort continuesto be the model of developmentin Asia.Ocean Park Hong Kong plans toopen an indoor/outdoor waterpark in 2017.38 39
  • PARK, location change 2012 20111 TOKYO DISNEYLANDTokyo,Japan8.5% 14,847,000 13,683,0002 TOKYO DISNEY SEATokyo,Japan8.5% 12,656,000 11,664,0003 UNIVERSAL STUDIOS JAPANOsaka,Japan14.1% 9,700,000 8,500,0004 OCEAN PARKHong Kong SAR6.9% 7,436,000 6,955,0005 EVERLANDGyeonggi-Do, South Korea4.3% 6,853,000 6,570,0006 HONG KONG DISNEYLANDHong Kong SAR13.6% 6,700,000 5,900,0007 LOTTE WORLDSeoul, South Korea10.4% 6,383,000 5,780,0008 NAGASHIMA SPA LANDKuwana,Japan0.5% 5,850,000 5,820,0009 OCT EASTShenzhen, China7.9% 4,196,000 3,890,00010 YOKOHAMA HAKKEIJIMA SEA PARADISEYokohama,Japan3.1% 4,050,000 3,930,00011 SONGCHENG PARKHangzhou, China14.2% 3,800,000 3,327,00012 UNIVERSAL STUDIOS SINGAPORESingapore2.0% 3,480,000 3,411,00013 CHANGZHOU DINOSAUR PARKChangzhou, China-2.9% 3,400,000 3,500,00014 HAPPY VALLEYShenzhen, China-2.0% 3,212,000 3,276,00015 WINDOW OF THE WORLDShenzhen, China1.5% 3,170,000 3,123,00016 HAPPY VALLEYBeijing, China-11.1% 3,055,000 3,438,00017 CHIMELONG PARADISEGuangzhou, China10.0% 2,970,000 2,700,00018 HAPPY VALLEYChengdu, China0.1% 2,445,000 2,443,00019 DUNIA FANTASIJakarta, Indonesia-9.8% 2,300,000 2,550,00020 FANTAWILD ADVENTUREWuhu, China-2.0% 2,186,000 2,230,000Figure 7BTop 20 amusement/themeparks in Asia-PacificWhere are the top 20 amusement/theme parks in Asia-Pacific?5.8%2012–11 Asia-Pacifictop 20 amusement /theme parks growth108.7m2012 Asia-Pacifictop 20 amusement/ theme parksattendance103.2m2011 Asia-Pacifictop 20 amusement/ theme parksattendance1 2345678 10111213161819205parksJapan2parksHong Kong2parksSouth Korea9parksMainland China2parksSoutheast AsiaVisitors (Millions)Up to 5m5m–10m10m–15m15m+Figure 7A915171440 41
  • PARK, location change 2012 20111 CHIMELONG WATERPARKGuangzhou, China6.4% 2,021,000 1,900,0002 OCEAN WORLDGangwon-Do, South Korea-0.3% 1,720,000 1,726,0003 CARIBBEAN BAYGyeonggi-Do, South Korea0.7% 1,508,000 1,497,0004 WET N WILD GOLD COASTGold Coast, Australia0.0% 1,200,000 1,200,0005 SUNWAY LAGOONKuala Lumpur, Malaysia15.4% 1,200,000 1,040,0006 RESOM SPA CASTLEChungcheongnam-Do, South Korea12.0% 1,158,000 1,034,0007 ATLANTIS WATER ADVENTUREJakarta, Indonesia5.3% 1,000,000 950,0008 SUMMERLANDTokyo,Japan13.1% 990,000 875,0009 HAPPY MAGIC WATER CUBEBeijing, China26.0% 968,000 768,00010 THE JUNGLE WATER ADVENTUREBogor, West Java, Indonesia9.2% 951,000 871,00011 OCEAN PARK WATER ADVENTUREJakarta, Indonesia25.0% 750,000 600,00012 WATER KINGDOMMumbai, India-12.5% 700,000 800,00013 RESOM OCEAN CASTLEChungcheongnam-Do, South Korea9.6% 638,000 582,00014 OLYMPIC WATER CUBE INDOOR WATERPARKBeijing, China21.0% 605,000 500,00015 SEORAK WATERPIAGangwon-Do, South Korea7.3% 590,000 550,000Figure 8BTop 15 water parks inAsia-PacificWhere are the top 15 waterparks in Asia-Pacific?7.4%2012–11 Asia-Pacifictop 15 water parksgrowth16m2012 Asia-Pacifictop 15 water parksattendance14.9m2011 Asia-Pacifictop 15 water parksattendance12 34578910 11121465parksSouth Korea3parksChina1parkJapan1parkMalaysia1parkIndia3parksIndonesia1parkAustraliaVisitors (Millions)Up to 1m1m–2m2m+Figure 8A13 151parkHong Kong42 43
  • EUROPEOverall attendance at theme parks in Europehas been relatively static for two consecutiveyears, hovering around 58 million visits to thetop 20 parks.The industry has suffered fromthe enduring recession climate, worsened bycold and rainy weather in Northern Europeancountries.The staycation trend helped theindustry in 2011, but cold, wet summersin 2012 seem to have offset this trend andsome theme parks and outdoor attractionsstruggled.That said, the top parks all grew fairlyconsistently, but more slowly than theprevious year. A number of parks showattendance declines for 2012, but thereare several standouts that show what canbe done even in the face of recession.Theaccomplishments of Parc Asterix, Puy du Fouand LEGOLAND Windsor in this difficult yearshould be instructive for the industry. Andit’s been a good year for new, extreme rollercoasters, as well as children’s attractions.Interview withNatalia BakhlinaAssociateDirector,EconomicsEuropeThrill coasters + familyleisure = success58mTop 20 Europeantheme / amusementparks attendancein 201245
  • What were the main factors behind the 2012 attendancedecline at theme parks in the United Kingdom?It has been an extraordinarily tough year, let’s face it. UKparks took a triple hit from continuing economic recession,cold and wet weather and the London 2012 Olympic Games.It’s instructive to see how much harm poor weather can doto the theme park industry. 2012 had record cold, and thechilly temperatures were accompanied by nonstop, pouringrain in June and July. In fact, 2012 was the wettest year for100 years, and according to VisitEngland staycation survey17% of respondents changed their holiday plans in 2012 dueto weather, either going abroad or shortening/cancelling thetrip. It may have longer-term implications for the UK parkswith 16 percent saying that poor weather in 2012 has putthem off taking trips in England in 2013.The Olympics took an especially heavy toll on local tourismin general, due to the city being deserted for several weeksin summer, traditionally the busiest period for UK parks.Despite that, LEGOLAND Windsor had quite a successfulyear, due to its new strategy of evolving the property into afamily destination through the addition of a hotel.How did the Olympics impact UK tourism?Everybody went away from London to avoid the crowds.TheMayor of London made an announcement warning everyoneabout the Olympics influx and Transport for London carriedout a massive campaign to avoid chaos. It worked too well:Central London was virtually empty.The tourists who cameover for the Games were concentrated in the Olympic venueareas.Those locals who did stay behind had a great time…This is a pattern seen with mega-events such asinternational sports events and world expos.There’santicipation that it will bring huge crowds and increasevisitor flow throughout the metropolitan area. In reality itdoesn’t always happen that way — the impact of the tourismis often less than expected. London 2012 counts as a hugesuccess in many ways, and aspects of the industry will havebenefited — hotels, transportation and sports, for instance.But the impact is not overall.What contributed to the 2012 attendance declines attheme parks in Northern Europe and Italy?In Northern Europe, cold and wet weather is the primaryculprit. Italy has suffered greatly from economic troublesand a new kind of property tax, the INU, has cut intodiscretionary spending. Homeowners were all obliged to paya sum of money on a particular day of the year — it appliedto both primary and second homes.This is symptomatic inmany European countries — austerity measures imposedas a result of the recession have a discouraging effect onleisure spending.Merlin Entertainments Group has seen tremendous growththis year — can you tell us about that?Merlin is up 16% overall, which is quite a stunningnumber within the global framework.This performancedemonstrates the importance of diversified holdingsgiven the climate and economic variations the industryexperiences.Theme parks are only part of the picture forMerlin. Merlin’s LEGOLAND Parks and “midway attractions”have done very well, growing by 33% and 23%, respectively.“Midway attractions” include the Sea Life aquariums,Dungeons, and the Tussauds group sites — everything buttheme parks and LEGO parks.The chain also continues togrow and boost revenues through acquiring and building.New Merlin attractions in Asia have been very successful,including LEGOLAND Malaysia, opened in 2012.The LEGOparks continue to grow as Merlin adds accommodations todevelop them into family destination resorts. Merlin’s themeparks in the UK and Italy had softer attendance resultsmostly due to the conditions already described for parks inthose regions, and this affected Europe’s Top 20 numbers.54mMerlin Entertainmenttotal visitors across allproperties in 2012UK parks took a triple hit fromcontinuing economic recession,bad weather and the London 2012Olympic Games.27mParques Reunidostotal visitors across allproperties in 201233%Overall growth inattendance at Merlin’slegoland parks17%Of UK populationchanged holiday plansin 2012 due to poorweather46 47
  • Park Asterix and Puy du Fou all show significant growthfor 2012. How did these parks succeed in the face of thecontinuing recession?Considerable reinvestment and awards.Parc Asterix, a top performer in 2012, increased the areaof the park by about 10%, or just under 3 hectares whichgrew attendance by 8%. Improvements include a new Egyptthemed land for children and several highly anticipated ridesincluding the 40-meter-high OzIris inverted coaster that dipsunderwater in the course of its several loops. For children,there’s the new SOS Numérobis ride in the park’s new land.Celebrating 35th anniversary of its original show Cinescenie,Puy du Fou operators believe a key driver of the 2012visitation spike was the global recognition the park receivedas a result of being named for TEA’s Thea Classic award in2012.The honor drew international press attention, andthe park made the most of it in their marketing. Puy du Foupresident has said to me that the Thea Classic Award helpedestablish their park as the place to spend family time for thedomestic market, thus growing visitation from the French.They also feel that people value the authenticity of the liveshows that differentiate Puy du Fou from other parks.Thepark’s new Christmas show Grand Noel is reported to havebeen a success attracting 90,000 spectators.In current economic conditions, even a modest growth isan achievement for a theme park, and timely reinvestmentis key in this. PortAventura is very much in the press nowhaving just opened its renovated Costa Caribe AquaticPark, and in 2012 drew crowds to its new roller coaster,“Shambhala:expedition to the Himalaya,” which has brokenroller coaster records in Europe for height (76 meters), drop(78 meters) and speed (134 km/h on the first descent).Thetrade magazine Kirmes & Parks honored Shambhala withits award for “Best European Attraction 2012.”The newchildren’s area SésamoAventura, opened in 2011 keepsthriving. As a result, the improvements made under theauspices of InvestIndustrial, which took full control of thepark in 2012 by purchasing the remaining 50% of the stake,led to growth amidst the general decline of the Spanishtheme park industry.So there are indications here of how European parks cancounter the negative trends of poor weather and recession.Certainly cold weather is less of an issue at Christmas time.The same goes for Halloween. More parks might look at whatthey can do with certain kinds of investments, and makingthe most of holidays, to offset bad summer numbers andeven overcome negative trends. Europe, especially NorthernEurope, hasn’t seen a good summer in a long time. With theuncertainty of the weather over the past few years, it mightbe time to explore more options.There’s a lot of interest in thrill coasters in Europe. At thesame time, catering to families with young children is moreimportant than ever. PortAventura has set its strategyon becoming the best family destination in Europe, ParcAsterix has balanced its new thrill coaster with a child ride,and Puy du Fou allows the whole family to enjoy its showsat the same time without worrying about age and heightrestrictions. LEGO Parks have joined the trend by startingto evolve into family resort destinations through deliveringhotels and holiday villages.8%Parc Asterix increasein park attendance in201290,000People attracted byPuy Du Fou Christmasshow Grand Noël in2012There’s a lot of interest in thrillcoasters in Europe.Spanish parks in general are notthriving, but PortAventura hasshown what can be done even in themidst of a recesssion, especially ifyou have good weather.76 meters78 meters134 km/hHeight, drop andspeed respectivelyfor PortAventura’s“Shambhala:Expedition to theHimalaya.” A triplerecord in Europe.48 49
  • PARK, location change 2012 20111 DISNEYLAND PARK AT DISNEYLAND PARISMarne-La-Vallée, France1.9% 11,200,000 10,990,0002 WALT DISNEY STUDIOS PARK ATDISNEYLAND PARISMarne-La-Vallée, France1.9% 4,800,000 4,710,0003 EUROPA PARKRust, Germany2.2% 4,600,000 4,500,0004 DE EFTELINGKaatsheuvel, Netherlands1.8% 4,200,000 4,125,0005 TIVOLI GARDENSCopenhagen, Denmark1.8% 4,033,000 3,963,0006 PORT AVENTURASalou, Spain0.5% 3,540,000 3,522,0007 LISEBERGGothenburg, Sweden-3.4% 2,800,000 2,900,0008 GARDALANDCastelnuovo del Garda, Italy-10.0% 2,700,000 3,000,0009 ALTON TOWERSStaffordshire, U.K.-9.4% 2,400,000 2,650,00010 LEGOLAND WINDSORWindsor, U.K.5.3% 2,000,000 1,900,00011 THORPE PARKChertsey, U.K.-10.0% 1,800,000 2,000,00012 PHANTASIALANDBrühl, Germany0.0% 1,750,000 1,750,00013 PARC ASTERIXPlailly, France8.0% 1,723,000 1,595,00014 FUTUROSCOPEJaunay-Clan, France-2.4% 1,700,000 1,741,00015 LEGOLAND BILLUNDBillund, Denmark3.1% 1,650,000 1,600,00016 PUY DU FOULes Epesses, France6.7% 1,600,000 1,500,00017 GRONALUNDStockholm, Sweden-3.8% 1,408,200 1,464,00018 MIRABILANDIASavio, Italy-6.1% 1,390,000 1,481,00019 DUINRELL/ATTRAKTIEPARKWassenaar,The Netherlands-0.1% 1,360,000 1,362,00020 HEIDE PARKSoltau, Germany-7.1% 1,300,000 1,400,000Figure 9B — 2011 numbers have changed since previous issue of the report due to new informationreleased by Merlin Entertainments GroupTop 20 amusement/themeparks in EuropeWhere are the top 20 amusement/theme parks in Europe?-0.3%2012–11 Europetop 20 amusement/theme parks growth58m2012 Europe top 20amusement/themeparks attendance58.2m2011 Europe top 20amusement/themeparks attendance125parksFrance1parkSpain3parksUnited Kingdom2parksSweden2parksDenmark2parksThe Netherlands3parksGermany2parksItalyVisitors (Millions)Up to 5m5m–10m10m–15m15m+Figure 9A345678910111213141516171819 2050 51
  • MUSEUMSInterview withLinda CheuVice PresidentWORLDWIDE 57AMERICAS 60ASIA-PACIFIC 62EUROPE 64Drivers of economic andcultural transformationWith this publication, AECOM has begun totrack visitation at the world’s most-visitedmuseums in three primary markets: Europe,North America and Asia. We have performeddue diligence to verify all figures reportedhere for 2012. Some markets, such as theUK and Europe, have close governmentmonitoring of museums. Others are lessregulated. Excluded from this reportwere historic buildings, ancient remainsand religious buildings. To be eligible forconsideration in this report, a facility had tohave a substantial collection that would bekey to its visitation.TEA and AECOM welcome feedback ofall kinds from the museum communityregarding this report and how we mightaddress museums in future reports.5352
  • 1000museumsChina plans toestablish 1000museums in the next10 years.1 billionExpected totalmuseum attendancein China by 2020.71mTotal attendance formuseums in Europe— compared to 58mfor theme parks.What are some of the big lessons to learn from the 2012museum numbers and the three markets studied?European museums are, not surprisingly, dominated by art:some of the best art collections in the world are in major,international destination cities, such as London, Paris,Madrid and St Petersburg. In Europe, a lot of museums arefree, and that helps feed attendance. It’s government policythat state-sponsored museums in the UK are free, and theydominate the Euro list. Blockbuster exhibits can add a lot toa museum’s attendance totals.The Victoria & Albert Museumin London recorded its highest attendance ever in 2012and this was due to its special design exhibitions, includingBritish design, Hollywood costume and British ballgowns.Reinvestment is what creates attendance spikes:new wings,new exhibits. In Europe, the Louvre opened a new wing ofIslamic art. At the National Museum of Scotland, a 47 millionpound refurbishment helped triple the previous attendance.In the Middle East and Asia, the role of museums in drivingtourism has caused a sea change in how they are perceivedfrom an economic impact perspective. A world-class citymust have world-class museums, and therefore museumsare building blocks for cities such as Singapore, Macau,Beijing and Jakarta as they work to become top internationaldestinations. China plans to establish 1,000 new museumsin the next 10 years, and by 2020 total museum attendancein China is projected to be 1 billion.The Chinese governmentrecently instituted laws mandating free admission tomuseums in that country. Museums are slowly shifting fromdisplays of antiquities to places with more visitor-oriented,interactive exhibits that make use of technology.In North America, the most-represented categories of thetop 20 museums are science and natural history, followedby large, encyclopedic art museums. While average sciencecenters attract primarily resident visitors, the largestscience and natural history museums in North Americashown on this list attract a mix of tourists and localresidents.The leading art institutions, with their uniquecollections, are always a strong tourist draw. Some of thelargest museums in North America are free and part of theSmithsonian Institution. Many of the New York museums onthis list attract major international visitation, including theAmerican Museum of Natural History, the Met and MoMA.Reinvestment and new exhibits continue to be important;thespace shuttle Endeavor has helped boost attendance at theCalifornia Science Center to about 2 million this past year.Do the top 20 lists of museums reflect the dynamicsof most museums in their respective markets?Our Top 20 list studies the biggest institutions in the bigcities — but the majority of museums have fewer than 1million attendees per year.The Institute of Museum andLibrary Services recently estimated that there are over17,500 museums in the United States alone, so our listrepresents a very small percentage of the total market.Thisdynamic applies to most of the geographies that we havecovered.There are many small and medium-sized museumsand they’re found in every city and town.The characteristicsof the smaller and mid-sized museums may well differ fromthe top-destination facilities.It was pointed out in a recent survey by the AmericanAlliance of Museums (AAM),that museums inNorth America on the whole enjoyed attendanceincreases in 2012 while still struggling with theeffects of the recession.How can they retain thosehigher attendance numbers in coming years?Reinvestment is a key factor in fostering attendance atmuseums just as it is for commercial attractions, and somuseums must call on their nonprofit funding sources toreinvest.There is plenty of motivation to do so when onetakes into account their value to the local community as aneducational force, local economic engine and developmentcatalyst. Everyone stands to benefit from a fullerunderstanding of just how much museums contribute.Museums are powerful generators of cultural capital. Citiesand local communities and their elected officials look tomuseums and other cultural anchors as a way of revitalizingneighborhoods, and recent studies confirm their social andeconomic impact.They spend locally, and they help makecities more attractive for broader economic efforts.A world-class city must haveworld‑class museums.54 55
  • Top 20 Global MuseumsMuseum, Location 2012 visitors Admission1 LOUVREParis, France9,720,000 Paid2 NATIONAL MUSEUM OF NATURAL HISTORYWashington, DC, U.S.A.7,600,000 Free3 NATIONAL AIR AND SPACE MUSEUMWashington, DC, U.S.A.6,800,000 Free4 THE METROPOLITAN MUSEUM OF ARTNew York, NY, U.S.A.6,116,000 Paid5 BRITISH MUSEUMLondon, U.K.5,576,000 Free6 TATE MODERNLondon, U.K.5,319,000 Free7 NATIONAL GALLERYLondon, U.K.5,164,000 Free8 VATICAN MUSEUMSVatican5,065,000 Paid9 AMERICAN MUSEUM OF NATURAL HISTORYNew York, NY, U.S.A.5,000,000 Paid10 NATURAL HISTORY MUSEUMLondon, U.K.4,936,000 Free11 NATIONAL MUSEUM OF AMERICAN HISTORY,Washington, DC, U.S.A.4,800,000 Free12 NATIONAL PALACE MUSEUM (TAIWAN)Taipei,Taiwan4,361,000 Paid13 NATIONAL GALLERY OF ARTWashington DC, U.S.A.4,200,000 Free14 NATIONAL MUSEUM OF CHINABeijing, China4,100,000 Free15 CENTRE POMPIDOUParis, France3,800,000 Paid16 MUSEE DORSAYParis, France3,579,000 Paid17 VICTORIA & ALBERT MUSEUMLondon, U.K.3,232,000 Free18 NATIONAL MUSEUM OF KOREASeoul, South Korea3,128,000 Free19 GEOLOGICAL MUSEUM OF CHINABeijing, China3,000,000 Paid20 SCIENCE MUSEUM (SOUTH KENSINGTON)London, U.K.2,990,000 FreeFigure10 ATell us more about the positive economic impact ofmuseums and your research findings.There is a strong and documented connection betweenthe success of art and culture, and regional economicsuccess. We found that museums are drivers of economicgrowth and community revitalization in a way that goes farbeyond traditional economic impact analysis. Museumssupport creative industries, and also play an important rolein helping cities attract a well-educated work force — the“creative class,” and the kinds of businesses that employthem. We are increasingly being asked by our clients tohelp measure economic impact and the museum’s role inrevitalization of their neighborhood and supporting theircity’s economy.Many recent publications and research support the linkbetween museums and the economy. In her book,The WarholEconomy, Elizabeth Currid identifies the culture and artsindustry, the fourth largest employer in New York City, asNew York City’s true competitive advantage, with a moreimportant role than the finance industry in supporting thelocal economy.The recently published World Culture Report 2012 states:“Cultural prowess and economic success are increasinglyseen as interlinked.Those cities with historically strongcultural offers, such as London, New York and Paris, seeculture as a vital part of their economic strength.This isexpressed in two ways. Firstly, the commercial forms ofculture — the creative industries — make up a large andgrowing share of the economies of large cities. Given thechallenges facing some other sectors of the economy … thecreative industries represent a large source of employment,exports and tax revenue that needs to be better understoodby policymakers in both the cultural and economic fields.The second contribution of culture to urban economies is, ifanything, more fundamental. Culture in all its diverse formsis central to what makes a city appealing to educated peopleand hence to the businesses which seek to employ them. Inthe globalized knowledge economy, having a well-educatedworkforce is the key to success … A rich and vibrant culturethus also becomes an indirect source of economic success.”56 57
  • Top 20 Museums WorldwideWhere are the top 20museums worldwide?1324567891011131516176museumsU.S.A.3museumsFrance206museumsUnited Kingdom1museumVaticanVisitors (Millions)Up to 2.5m2.5m–5m5m–7.5m7.5m+Figure 10B98.5m2012 top 20 museums worldwideattendance121418192museumsChina1museumSouth Korea1museumTaiwan58 59
  • Visitors (Millions)Up to 2.5m2.5m–5m5m–7.5m7.5m+Figure 11ATop 20 Museums in NorthAmerica57m2012 North Americatop 20 museumsattendance7museumsWashington, DCWhere are the top 20 museumsin North America?73491112131412561015168 171819203museumsNew York3museumsChicago3museumsCalifornia4museumsRest of U.S.A.Museum, Location 2012 visitors Admission1 NATIONAL MUSEUM OF NATURAL HISTORYWashington, DC, U.S.A.7,600,000 Free2 NATIONAL AIR AND SPACE MUSEUMWashington, DC, U.S.A.6,800,000 Free3 THE METROPOLITIAN MUSEUM OF ARTNew York, NY, U.S.A.6,116,000 Paid4 AMERICAN MUSEUM OF NATURAL HISTORYNew York, NY, U.S.A.5,000,000 Paid5 NATIONAL MUSEUM OF AMERICAN HISTORYWashington, DC, U.S.A.4,800,000 Free6 NATIONAL GALLERY OF ARTWashington DC, U.S.A.4,200,000 Free7 HOUSTON MUSEUM OF NATURAL SCIENCEHouston,TX, U.S.A.2,219,000 Paid8 CALIFORNIA SCIENCE CENTERLos Angeles, CA, U.S.A.2,000,000 Free9 THE MUSEUM OF MODERN ARTNew York, NY, U.S.A.1,800,000 Paid10 NATIONAL MUSEUM OF THE AMERICAN INDIANWashington, DC, U.S.A.1,600,000 Free11 MUSEUM OF SCIENCEBoston MA, U.S.A.1,500,000 Paid12 MUSEUM OF SCIENCE AND INDUSTRYChicago, IL, U.S.A.1,500,000 Paid13 THE ART INSTITUTE OF CHICAGOChicago, IL, U.S.A.1,461,000 Paid14 CALIFORNIA ACADEMY OF SCIENCESSan Francisco, CA, U.S.A.1,400,000 Paid15 UDVAR-HAZY CENTER,Washington, DC, U.S.A.1,400,000 Free16 U.S. HOLOCAUST MEMORIAL MUSUEMWashington, DC, U.S.A.1,400,000 Paid17 THE J. PAUL GETTY MUSEUMLos Angeles, CA, U.S.A.1,300,000 Free18 THE CHILDRENS MUSEUM OF INDIANAPOLISIndianapolis, IN, U.S.A.1,270,000 Paid19 DENVER MUSEUM OF NATURE & SCIENCEDenver, CO, U.S.A.1,250,000 Paid20 FIELD MUSEUM OF NATURAL HISTORYChicago, IL, U.S.A.1,200,000 Paid21 ONTARIO SCIENCE CENTERToronto, ON, Canada1,200,000 PaidFigure 11B211museumToronto60 61
  • Top 20 Museums inAsia-PacificWhere are the top 20 museumsin Asia-Pacific?41.6m2012 Asia-Pacifictop 20 museumsattendance123456 78910111213141516171819202museumsSouth Korea4museumsJapan2museumsTaiwan1museumThailand1museumSingapore9museumsChinaVisitors (Millions)Up to 2.5m2.5m–5m5m–7.5m7.5m+Figure 12A1museumHong KongMuseum, Location 2012 visitors Admission1 NATIONAL PALACE MUSEUM (TAIWAN)Taipei,Taiwan4,361,000 Paid2 NATIONAL MUSEUM OF CHINABeijing, China4,100,000 Free3 NATIONAL MUSEUM OF KOREASeoul, South Korea3,128,000 Free4 GEOLOGICAL MUSEUM OF CHINABeijing, China3,000,000 Paid5 NATIONAL MUSEUM OF NATURAL SCIENCETaichung,Taiwan2,954,000 Paid6 CHINA SCIENCE TECHNOLOGY MUSEUMBeijing, China2,820,000 Paid7 NATIONAL FOLK MUSEUM OF KOREASeoul, South Korea2,640,000 Free8 HENAN MUSEUMZhengzhou, China2,050,000 Free9 NATIONAL MUSEUM OF NATURE AND SCIENCETokyo,Japan2,014,000 Paid10 SHANGHAI MUSEUMShanghai, China1,940,000 Paid11 NATIONAL SCIENCE MUSEUMBangkok,Thailand1,655,000 Paid12 TOKYO NATIONAL MUSEUMTokyo,Japan1,471,000 Paid13 SUZHOU MUSEUMSuzhou, China1,440,000 Free14 ZHEJIANG MUSEUMHangzhou, China1,290,000 Free15 HONG KONG SCIENCE MUSEUMHong Kong SAR1,288,000 Paid16 GUANGDONG PROVINCE MUSEUMGuangzhou, China1,250,000 Free17 FUJIAN MUSEUMFuzhou, China1,080,000 Free18 MORI ART MUSEUMTokyo,Japan1,066,000 Paid19 SCIENCE CENTER SINGAPORESingapore1,054,000 Paid20 THE NATIONAL MUSEUM OF WESTERN ARTTokyo,Japan967,000 FreeFigure 12B62 63
  • Top 20 Museums in EuropeWhere are the top 20 museumsin Europe?71.5m2012 Europe top 20museums attendance10 museumsUnited Kingdom145789111213141718202104museumsFrance2museumsSpain2museumsItaly2museumsRussiaVisitors (Millions)Up to 2.5m2.5m–5m5m–7.5m7.5m+Figure 13A31519616Museum, Location 2012 visitors Admission1 LOUVREParis, France9,720,000 Paid2 BRITISH MUSEUMLondon, U.K.5,576,000 Free3 TATE MODERNLondon, U.K.5,319,000 Free4 NATIONAL GALLERYLondon, U.K.5,164,000 Free5 VATICAN MUSEUMSVatican,Vatican5,065,000 Paid6 NATURAL HISTORY MUSEUMLondon, U.K.4,936,000 Free7 CENTRE POMPIDOUParis, France3,800,000 Paid8 MUSEE DORSAYParis, France3,579,000 Paid9 VICTORIA & ALBERT MUSEUMLondon, U.K.3,232,000 Free10 SCIENCE MUSEUM (SOUTH KENSINGTON)London, U.K.2,990,000 Free11 STATE HERMITAGESt Petersburg, Russia2,882,000 Paid12 MUSEO NACIONAL DEL PRADOMadrid, Spain2,830,000 Paid13 CITE DES SCIENCES ET DE LINDUSTRIEParis, France2,641,000 Paid14 REINA SOFIAMadrid, Spain2,572,000 Paid15 TOWER OF LONDONLondon, U.K.2,444,000 Paid16 NATIONAL PORTRAIT GALLERYLondon, U.K.2,097,000 Free17 NATIONAL MUSEUM OF SCOTLANDEdinburgh, U.K.1,894,000 Free18 GALLERIA DEGLI UFFIZIFlorence, Italy1,769,000 Paid19 TATE BRITAINLondon, U.K.1,534,000 Free20 TRETYAKOV GALLERYMoscow, Russia1,492,000 PaidFigure 13B64 65
  • TEA and AECOM expressthanks to the numerous parkand museum operators whograciously and generouslyfurnished attendanceinformation, enabling this reportto be as complete and accurateas possible.About AECOMAECOM is a global provider of professional technical andmanagement support services to a broad range of markets,including transportation, facilities, environmental, energy,water and government. With approximately 45,000 employeesaround the world, AECOM is a leader in all of the key marketsthat it serves. AECOM provides a blend of global reach, localknowledge, innovation and technical excellence in deliveringsolutions that create, enhance and sustain the world’s built,natural and social environments. A Fortune 500 company,AECOM serves clients in more than 140 countries and hadrevenue of $8.2 billion during the 12 months ended March 31,2013. Follow AECOM on Twitter at @AECOM.More information on AECOM and its services can be found atwww.aecom.com.About TEAThe TEA (Themed Entertainment Association) is aninternational nonprofit alliance founded in 1991 and basedin Burbank, Calif. TEA represents some 7,000 creativespecialists, from architects to designers, technical specialiststo master planners, scenic fabricators to artists, and buildersto feasibility analysts working in more than 900 firms in 39different countries. TEA presents the annual Thea Awards andthe TEA Summit and hosts the annual SATE conference (Story,Architecture, Technology, Experience). TEA also produces avariety of print and electronic publications, including the TEA/AECOM Annual Theme Index, TEA Annual & Directory and TheaAwards Program.Visit www.TEAconnect.org.Methodology and evolution ofthe TEA/AECOM Theme Index andMuseum IndexShould your property be included?This is the sixth annual Theme Index collaboration betweenthe Themed Entertainment Association (TEA) and AECOM,although the study itself has been in existence for muchlonger. It began as an attendance report of major U.S.theme parks, produced by ERA (now part of AECOM) withAmusement Business magazine (now defunct). Over theyears, this study evolved to add waterpark figures andaddress the international scope of the industry.Inclusion in the annual Theme Index is now seen as abenchmark of success among operators. Every year AECOMhears from parks desiring to share their attendanceincreases and earn a place on the list. Operators who believetheir properties should be included in the Theme Index areencouraged to contact the AECOM office in their region, afterstudying the criteria for consideration given below.The morefeedback and information we receive, the more accurate thisreport will become.AECOM obtains the figures used to create the TEA/AECOMTheme Index through a variety of sources, includingstatistics furnished directly by the operators, historicalnumbers, financial reports, the investment bankingcommunity and local tourism organizations, among others.The global market is studied as a whole, and each of its mainregions is also studied separately:the Americas, Europeand Asia.There is also a table of the top waterparks in theworld and in the United States, and of the top global chainoperators.To be included in the study, a facility in general must begated (entry ticket required). North American parks musthave annual visits above one million.To be included on thetop chains list, a chain operator must have theme parks in itsportfolio.66
  • www.aecom.com/themeindexwww.aecom.com/museumindexwww.teaconnect.orgwww.aecom.com v1.1