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Amusement Parks and Success Factors

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Review these successful theme parks as the best samples and presenting their success and flop factors

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Amusement Parks and Success Factors

  1. 1. Amusement Parksand Success Factors Prepared by Hossein Bkhshaeifor Pars PouyanPardisCompany
  2. 2. Purpose To help you formulate Pars Pouyan, and to be knowledgeable in the ways used to be successful Amusement Park. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  3. 3. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  4. 4. U.S theme park industry Brand Positioning(promotion and advertising) Service Marketing Ps Customers Financials Success and Flop Factors Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  5. 5. U.S theme park Industry Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  6. 6. It’s large and growing: 489 businesses Revenue:$11.0 billion Profit:596.1 million Growth rate:2.1% (2011) Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  7. 7. 9.0%9.4% 8.6%11.8% 51.0% Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  8. 8. Brand Positioning (promotion and advertising) Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  9. 9. Advertisement VS Promotion Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  10. 10. Selling the promise of entertainment at one unique place??? Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  11. 11. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  12. 12. Family Where Dreams Come True Promotion/Advertising Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  13. 13. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  14. 14. Six Flagsdestination of high speed and big drop rollercoaster thrill rides Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  15. 15. Promotion/AdvertisingThe premier destination of thrill rides by continually promoting the presence of new attractions Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  16. 16. UniversalEntire universe of action and thrills Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  17. 17. Promotion/AdvertisingThe premier destination of thrill rides by continually promoting the presence of new attractions •$3 million television commercial •Because Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  18. 18. Brand Positioning/Comparative Table Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  19. 19. Service Marketing Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  20. 20. What is a Service Marketing ? 4P’s + Process, Physical environment and People Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  21. 21. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  22. 22. Six Flags: freeway signage identify the location of their parked car frequent parking trams trains and cable cars to take visitors up or down hills defined waiting areas and estimated wait times Flash Pass system numerous televisions that display cartoons, popular shows Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  23. 23. Universal: pre-purchase stage virtual queuing system, Universal Express trains and cable cars to take visitors up or down hills Mobile apps Waiting areas sit-out-then-swap Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  24. 24. People HR challenges: predominantly seasonal low-wage jobs predominantly less-educated workforce monotonous nature of work high turnover need for adequate training Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  25. 25. Disney: we don‘t put people in Disney, we put Disney in people An average visitor will interact with Disney‘s cast approximately 60 times during their stay “performance cultures” Employees that exceed guest expectations are rewarded Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  26. 26. Six Flags: Exceptional memory Friendly outgoing self-motivated‖ able to function in a fast paced environment Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  27. 27. Universal: energetic‖, enthusiastic‖, outgoing‖. hourly positions (mostly front-facing) salaried positions (mostly back end) entertainment roles Motivations: -quarterly free park access passes -discounted movie tickets -onsite convenience stores Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  28. 28. Environment Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  29. 29. Disney: “Everything Speaks” Examples: -Disney hotels doors having two peepholes, one for adults and one at a child‘s eye level -all trashcans being within 27-foot intervals of each other to improve the overall appearance of the parks, every trashcan‘s design reflects each area‘s theme Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  30. 30. Six Flags: “cleanest park in the world” Examples: -Park cleanliness -sounds of machinery -highest priority on safety by partnering with trusted manufacturers of rides -extensive training of employees on safety topics, technical monitoring, inspection and maintenance. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  31. 31. Universal: “senses of Sight, Hearing, and Touch” Examples: -continual upbeat music -characters perform their iconic sayings or actions -park employees wear bright colors and smile to patrons -the surroundings are colorful Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  32. 32. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  33. 33. Theme Park Customers Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  34. 34. “A market segment is composed of a group of buyers who share commoncharacteristics, needs, purchasing behavior, or consumption patterns.” Theme Park Customers? Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  35. 35. Disney: Disney primarily targets families with young children First-timers heavy users International Visitors Florida Residents Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  36. 36. a typical household has a lifetime value of more than $50,000 and consists of 3.6 people What is life time value?
  37. 37. International Visitors Creating personalized web pages hiring international employees. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  38. 38. Hourly rate ($175-$315) with a 6 hour minimum Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  39. 39. Guest Expectations Guestology Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  40. 40. Six Flags: Primary Customer Segment: Young Adults and Teens Secondary Customer Segment: Families Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  41. 41. $199 to $249 per person Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  42. 42. Season Pass online survey panel business to business sales STRATEGY •licensing sponsorship and accommodations •24 million people visit Six Flag each year more than any sports league, and typically spend 10 or more hours per visit, 7 hours longer than the average sporting event. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  43. 43. Universal: geographical segmentation In-state market Out of area visitors Light users Heavy users Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  44. 44. $150 per person, up to 12 guests get a tour of all grounds as well as priority entrance into at least 8 rides Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  45. 45. gaining feedback from customers while they are in the park e-mail direct mail mobile marketing communications. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  46. 46. Exhibit 6 Theme Park Ticket Prices Ticket Type Disney Six Flags Universal Daily $85.00 $36.99 $85.00 VIP Tours $1,685.00 $299.00 $150.00 Season $649.00 $61.99 $189.00 ThemeParkTicketPrices Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  47. 47. Financials Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  48. 48. The U.S amusement park industry Mature high barriers to entry high revenue volatility Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  49. 49. The U.S amusement park industry high market share concentration high levels of capital intensity medium levels of regulation Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  50. 50. The U.S amusement park industry high competition high level of technology change no industry assistance by the government Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  51. 51. Disney: In 2009 sales fell 7.3% to $10.7 billion and operating income decreasing by 25.3% to $1.4 billion Recovery: 1) quantity:intense focus on promotions to increase attendance 2) quality: increasing the per capita and per room guest spending opposed to increasing attendance. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  52. 52. Six Flags: Six Flags filed for Chapter 11 bankruptcy protection in March of 2009 Recovery: 1)New management 2) Focus on attracting regional visitors Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  53. 53. Universal: In 2009 Universal Studios Orlando, Universal‘s Island of Adventures, and Universal Studios each experienced declines in attendance of 12%, 13.8% and 6%, respectively Recovery: 1)forced to take cost cutting measures and increase the price of its adult tickets 2) opening of the new WizardingWorld of Harry Potter attraction Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  54. 54. Success and Flop Factors Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  55. 55. While commodities are fungible, goods tangible and services intangible, experiences are memorable Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  56. 56. RANKINGOFSUCCESSFACTORS Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  57. 57. SELECTED FLOP FACTORS OF THEME PARKS Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  58. 58. Conclusion! Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  59. 59. Every Interaction = Overall perception and satisfaction Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  60. 60. Final Questions Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
  61. 61. Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company References: Daniel Adler-Golden, Lia Bertoni, Solomon Iyasere, Wayne Woo. AMUSEMENT PARKS, 2011. Samadi, Nina. Amusement Parks in the US. IBISWorldIndustry Report 71311, IBISWorld, June 2011. Birgit Pikkemaat and Markus Schuckert. Success factors of theme parks -An exploratory study

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