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Topics in Theme Park Management

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A presentation given to students in the Running an International Business course at Hotelschool the Hague.

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Topics in Theme Park Management

  1. 1. Topics in Theme Park Management Dr. Martin Lewison Hotelschool Den Haag
  2. 2. Speaker’s Background• A.B., Columbia University, Economics• Ph.D., Business Administration, Katz Graduate School of Business, University of Pittsburgh• University of Pittsburgh, University of Tennessee, University of Arkansas-Monticello• Standard & Poor’s Structured Finance• Hotelschool The Hague Martin Lewison, Ph.D. - Hotelschool The 2 Hague
  3. 3. • Plopsaland Indoor Hasselt (BE)•• Disneyland (CA) Parks Visited in 2010: Heavy User Disney’s California Adventure • Jeepers!• Universal Studios Hollywood• Six Flags Magic Mountain • Clementon Park (NJ)• Knott’s Berry Farm • Schlitterbahn* (TX)• Alton Towers (UK) • SeaWorld San Antonio• Camelot Theme Park • Six Flags Fiesta Texas• Lightwater Valley • Nickelodeon Universe (MN)• Pleasure Island Theme Park • Adventureland (IA)• Fantasy Island • Worlds of Fun (MO)• Botton’s Pleasure Beach • Silver Dollar City• Drayton Manor • Six Flags St. Louis• West Midlands Safari & Leisure Park • Holiday World (IN)• Blackbeard’s Cave Family Entertainment Center (NJ) • Indiana Beach• Funtown Pier • Six Flags Great America (IL)• Jenkinson’s Boardwalk • Mt. Olympus Water & Theme Park (WI)• Keansburg Amusement Park • Timber Falls Adventure Park• BonBon Land (Denmark) • Knucklehead’s Bowling & Family Entertainment• Bakken • Valleyfair! (MN)• Tivoli Gardens • Speelpark Duinen Zathe (Friesland)• Fun City (Sweden) • Speelstad Oranje (Drenthe)• Liseberg • Drouwenerzand Attractiepark• Fårup Sommerland (Denmark) • Hansa Park (Germany)• Tivoli Karolinelund • Heide Park• Tivoli Friheden • Wiener Prater (Austria)• Djurs Sommerland • Vidámpark (Hungary)• Six Flags America (MD) • Sea World Orlando (FL)• Canobie Lake Park (NH) • Universal Studios Islands of Adventure• Efteling (NL) • Universal Studios Florida• Wild Adventures (GA) • Walt Disney World - Magic Kingdom• Dixieland • Old Town• Six Flags Over Georgia • Fun Spot• Luna Park Coney Island (NY) • Busch Gardens Africa• Great Escape & Splashwater Kingdom • Walt Disney World - EPCOT• Magic Forest Park Martin Lewison, Ph.D.• - Hotelschool The Madrid Parque Warner 3• Hoffman’s Playland Hague• Parque de Atracciones Madrid
  4. 4. Martin Lewison, Ph.D. - Hotelschool The 4 Hague
  5. 5. • Plopsaland Indoor Coevorden Parks Visited in 2011: Heavy User • Victorian Gardens• Legoland California • Wild Waves • Busch Gardens Tampa• Sea World San Diego• Belmont Park • Six Flags Great Adventure • EPCOT • Morey’s Piers• Efteling • Magic Kingdom• Farglory Ocean Park • Clementon Park• Leofoo Village Theme Park • Knoebel’s • Busch Gardens Tampa• Window on China Theme Park • Hersheypark • Kinderstad Heerlen• Shan GriLa Paradise• Discovery World • Dorney Park • Phantasialand • Jungle Jack’s Landing• Atayal Resort • Mondo Verde• Janfusun Fancyworld • Kennywood• Formosan Aboriginal Culture Village • Kings Island • Xetulul• E-DA Theme Park • Cedar Point• Linnanmäki • Terra Mitica• Särkänniemi Amusement Park• Gröna Lund • Parque de Atracciones de Zaragoza• TusenFryd • Festilandia• Six Flags Great Adventure • John’s Incredible Pizza (Riverside, CA)• Scream Zone, Coney Island • Castle Amusement Park• Adventurers Family Entertainment Center • Scandia Amusement Park• Walibi Holland • Adventure City• Speelpark Oud Valkeveen • Pacific Park• Sybrandy’s Speelpark • Six Flags Magic Mountain• Bellewaerde Park • Disneyland• Boudewijn Seapark • Disney California Adventure• Six Flags Over Georgia • Universal Studios Hollywood• Lake Winnie • John’s Incredible Pizza (Roseville, CA)• Kings Dominion • Fun Town at Micke Grove• Quassy Amusement Park • Oakland Zoo• Canada’s Wonderland • Happy Hollow Zoo and Park• Bowcraft • Walt Disney World
  6. 6. 2012• Mundo Petapa • Mundo Petapa• Parque de Diversiones Dr. Roberto Ortiz Brenes • Gardaland• Uncle Bernies Theme Park • Canevaworld Movieland Studios• Magic Kingdom• Disney’s Animal Kingdom• Disney’s Hollywood Studios• EPCOT• Legoland Floria• Duinrell• Zoosafari e Fasanolandia• Miragica• Gomma Park• Liberty City Fun• Arcolandia• Edenlandia• Magic World• Rainbow Magicland• Zoomarine• Italia in Miniatura• Fiabilandia• Mirabilandia
  7. 7. Member of:• American Coaster Enthusiasts (ACE)• European Coaster Club (ECC)• Theme Park Review (Club TPR)• Dark Ride and Funhouse Enthusiasts (DAFE)• International Association of Amusement Parks and Attractions (IAAPA) Martin Lewison, Ph.D. - Hotelschool The 7 Hague
  8. 8. What do you know about the amusement industry? Martin Lewison, Ph.D. - Hotelschool The 8 Hague
  9. 9. What are the top 5 (2010) amusement parks in the world in number of visitors? 1. Magic Kingdom, WDW, Florida • 16.972 million visitors 2. Disneyland, Calif ornia • 15.98 million Martin Lewison, Ph.D. - Hotelschool The 9 Hague
  10. 10. What are the top 5 amusement parks in the world? 3. Tokyo Disneyland • 14.452 million 4. Tokyo Disney Sea • 12.663 million 5. EPCOT, WDW • 10.825 million Martin Lewison, Ph.D. - Hotelschool The 10 Hague
  11. 11. Global Top 25 in terms of visitors1. Magic Kingdom-WDW 16. SeaWorld Orlando2. Disneyland 17. Ocean Park, Hong Kong3. Tokyo Disneyland 18. Universal Studios4. Tokyo Disney Sea Hollywood5. EPCOT-WDW6. Disneyland Paris 19. Walt Disney7. Disney’s Animal Kingdom-WDW Studios, Paris8. Disney’s Hollywood Studios- 20. Nagashima Spa Land WDW 21. Europa Park, Germany9. Universal Studios Japan10. Everland, South Korea 22. Busch Gardens11. Disney’s California Adventure Africa, Tampa12. Universal Islands of Adventure 23. Yokohama Sea Paradise13. Universal Studios Orlando 24. De Efteling, NL14. Lotte World, South Korea 25. Sea World, San Diego15. Hong Kong Disneyland Martin Lewison, Ph.D. - Hotelschool The 11 Hague
  12. 12. WWHP
  13. 13. Kuka ArmMartin Lewison, Ph.D. - Hotelschool The 13 Hague
  14. 14. Top Chains (2009)1. Disney 6. SeaWorld Parks & – 119 million visitors Entertainment2. Merlin Entertainment – 23.5 million visitors – 38.5 million visitors 7. Cedar Fair3. Parques Reunidos – 21.1 million visitors – 28.9 million visitors 8. OCT Parks China4. Six Flags – 15.8 million – 23.8 millions visitors 9. Compangie des Alpes5. Universal – 10 million – 23.7 million visitors 10. Aspro Group – 8.2 million Martin Lewison, Ph.D. - Hotelschool The 14 Hague
  15. 15. Amusement Parks in Top 20 Visitor Attractions in Nederland1. De Efteling3. Attractiepark Slagharen7. Duinrell & Tikibad14. Walibi World Martin Lewison, Ph.D. - Hotelschool The 15 Hague
  16. 16. Top Parks in Europe (2010)1. Disneyland Park at DIsneyland Paris, Marne-la-Vallee, France2. Walt Disney Studios Park at Disneyland Paris, Marne-la-Vallee, France3. Europa Park, Rust, Germany4. De Efteling, Kaatsheuvel, Netherlands5. Tivoli Gardens, Copenhagen, Denmark6. Port Aventura, Salou, Spain7. Liseberg, Gothenburg, Sweden8. Gardaland, Castelnuovo del Garda, Italy9. Alton Towers, Staffordshire, UK10. Legoland Windsor, Windsor, UK11. Thorpe Park, Chertsey, UK12. Phantasialand, Brühl, Germany13. Futuroscope, Poitiers, France14. Parc Astérix, Plailly, France15. Legoland Billund, Billund, Denmark16. Mirabilandia, Savio, Italy17. Slagharen, Netherlands18. Flamingoland, Malton, UK19. Heide Park, Soltau, Germany20. Parque de Attraciones, Madrid, Spain Martin Lewison, Ph.D. - Hotelschool The 16 Hague
  17. 17. WHO MAKES THE RIDES? Martin Lewison, Ph.D. - Hotelschool The 17 Hague
  18. 18. Product Key – Wood Coaster Martin Lewison, Ph.D. - Hotelschool The 18 Hague
  19. 19. Product Key – Steel Coaster Martin Lewison, Ph.D. - Hotelschool The 19 Hague
  20. 20. Product Key – Dark Ride 20
  21. 21. Product Key – Flat Rides Martin Lewison, Ph.D. - Hotelschool The 21 Hague
  22. 22. The Big Two in Steel: B&M Martin Lewison, Ph.D. - Hotelschool The 22 Hague
  23. 23. Arrow Suspended Coaster Martin Lewison, Ph.D. - Hotelschool The 23 Hague
  24. 24. B&M Inverted Coaster Martin Lewison, Ph.D. - Hotelschool The 24 Hague
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  28. 28. Intamin – S, W, D, F Martin Lewison, Ph.D. - Hotelschool The 28 Hague
  29. 29. Attraction Makers• Great Coasters International (USA) - W• Gravity Group (USA) -W• Mack (Germany) – S, F, D• S&S (USA) – W, S, F• Vekoma (NL) - S• Zamperla (Italy) - S, F• Gerstlauer (Germany) – S, F• Golden Horse (China) – S, F, D• Maurer (Germany) - S• Sally Corp. (USA) - D Martin Lewison, Ph.D. - Hotelschool The 29 Hague
  30. 30. What’s the oldest amusement park in the world? Martin Lewison, Ph.D. - Hotelschool The 30 Hague
  31. 31. What is the economic impact of theamusement park industry in Europe?•€8.600.000.000 in 2008 Martin Lewison, Ph.D. - Hotelschool The 31 Hague
  32. 32. Service Value Profit Chain Martin Lewison, Ph.D. - Hotelschool The 32 Hague
  33. 33. Disney Wonderfulness is SVP Chain Evidence? Martin Lewison, Ph.D. - Hotelschool The 33 Hague
  34. 34. Disney Employees = Not Happy• Recent Labor Unrest – Mouse Trapped 2010• 1941 Cartoonists Strike• Disneyland strikes in 1970 and 1984• Disneyland Paris strike in 1999• Disneyland Hotel workers hunger strike in Feb and 1- Day strike in Jun 2010• Reached labor agreement 25 February 2011 in Orlando Martin Lewison, Ph.D. - Hotelschool The 34 Hague
  35. 35. Limitations of Service Value Profit Chain Model• Level of service can be independent of employee satisfaction with remuneration, conditions, etc. – Workplace and Job Design – Development – Rewards and Recognition• Employee may get alternative rewards• Other factors may go into guest satisfaction Martin Lewison, Ph.D. - Hotelschool The 35 Hague
  36. 36. What are some determinants of guest satisfaction? Martin Lewison, Ph.D. - Hotelschool The 36 Hague
  37. 37. Pricing and Value for Money Martin Lewison, Ph.D. - Hotelschool The 37 Hague
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  39. 39. WDW raises prices$87€69 Martin Lewison, Ph.D. - Hotelschool The 39 Hague
  40. 40. Best Practice Martin Lewison, Ph.D. - Hotelschool The 40 Hague
  41. 41. The Queue: Island of Adventure 18-06-2010 Martin Lewison, Ph.D. - Hotelschool The 41 Hague
  42. 42. The Queue: Six Flags Over Texas 14-05-2011Martin Lewison, Ph.D. - Hotelschool The 42 Hague
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  45. 45. Lo-Q Bots Martin Lewison, Ph.D. - Hotelschool The 45 Hague
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  48. 48. Martin Lewison, Ph.D. - Hotelschool The Photo: Russell 48 Hague Davies
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  50. 50. Best PracticeMartin Lewison, Ph.D. - Hotelschool The 50 Hague
  51. 51. Informing Guests About Wait Times Martin Lewison, Ph.D. - Hotelschool The 51 Hague
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  53. 53. Best Practice: Tip Board at EPCOT Martin Lewison, Ph.D. - Hotelschool The 53 Hague
  54. 54. Tip Board at Disney’s Hollywood Studios Martin Lewison, Ph.D. - Hotelschool The 54 Hague
  55. 55. Tip Board at Walt Disney Studios Paris Martin Lewison, Ph.D. - Hotelschool The 55 Hague
  56. 56. Safety Martin Lewison, Ph.D. - Hotelschool The 56 Hague
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  58. 58. Extreme World, Wisconsin Dells Martin Lewison, Ph.D. - Hotelschool The 58 Hague
  59. 59. 2011 Accidents• June 6: 7 injured on roller • April 20: Boy killed after coaster at Cedar Point falling from kiddie roller• June 4: Girl killed by fall coaster (Chicago) from Ferris Wheel at • March 20: Man dies after Morey’s Piers fall from Houston• June 4: 17 injured by rollercoaster improperly tethered • March 19: 1 dead, 28 inflatables (NY) children injured when• April 26: 4 injured on Big miniature train derails Thunder Mountain at Paris • March 14: Worker killed at Disneyland Disney’s Animal• May 16: Man has fatal heart Kingdom,Primeval Whirl attack on Black • January 30: Man killed on Mamba, Phantasialand coaster in Japan Martin Lewison, Ph.D. - Hotelschool The 59 Hague
  60. 60. Darien Lake 2011 Martin Lewison, Ph.D. - Hotelschool The 60 Hague
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  63. 63. Best Practice• Industry has a great safety record – USA: 4.4 injuries per million attendance, or 0.6 injuries per million rides – 6% of injuries considered “serious” – Annual average is 2 deaths per year on fixed rides • By comparison approx. 40,000 Americans die each year in automobiles Martin Lewison, Ph.D. - Hotelschool The 63 Hague
  64. 64. SignageMartin Lewison, Ph.D. - Hotelschool The 64 Hague
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  66. 66. Best Practice: Meet the Cast of the Disney Sign Shop Martin Lewison, Ph.D. - Hotelschool The 66 Hague
  67. 67. Merchandising Martin Lewison, Ph.D. - Hotelschool The 67 Hague
  68. 68. Best Practices: Connect with Fans Martin Lewison, Ph.D. - Hotelschool The 68 Hague
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  74. 74. Merchandise: Connect With Fans http://disneyparks.disney.go.com/blog/2010/0 9/wheres-scoop/ Martin Lewison, Ph.D. - Hotelschool The 74 Hague
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  77. 77. Duffy the Disney Bear? Martin Lewison, Ph.D. - Hotelschool The 77 Hague
  78. 78. Environmental Issues Martin Lewison, Ph.D. - Hotelschool The 78 Hague
  79. 79. Environmental Issues Martin Lewison, Ph.D. - Hotelschool The 79 Hague
  80. 80. Environmental Issues Martin Lewison, Ph.D. - Hotelschool The 80 Hague
  81. 81. CleanlinessMartin Lewison, Ph.D. - Hotelschool The 81 Hague
  82. 82. ToiletsMartin Lewison, Ph.D. - Hotelschool The 82 Hague
  83. 83. SmokingMartin Lewison, Ph.D. - Hotelschool The 83 Hague
  84. 84. F&BMartin Lewison, Ph.D. - Hotelschool The 84 Hague
  85. 85. F&BMartin Lewison, Ph.D. - Hotelschool The 85 Hague
  86. 86. F&BMartin Lewison, Ph.D. - Hotelschool The 86 Hague
  87. 87. F&BMartin Lewison, Ph.D. - Hotelschool The 87 Hague
  88. 88. F&BMartin Lewison, Ph.D. - Hotelschool The 88 Hague
  89. 89. Best Practices Martin Lewison, Ph.D. - Hotelschool The 89 Hague
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  94. 94. Fine Dining at WDW Martin Lewison, Ph.D. - Hotelschool The 94 Hague
  95. 95. HotelsMartin Lewison, Ph.D. - Hotelschool The 95 Hague
  96. 96. HotelsMartin Lewison, Ph.D. - Hotelschool The 96 Hague
  97. 97. Do the hotels support the parks or vice versa? Martin Lewison, Ph.D. - Hotelschool The 97 Hague
  98. 98. Advertising Run Amok Martin Lewison, Ph.D. - Hotelschool The 98 Hague
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  101. 101. Basic Amenities Martin Lewison, Ph.D. - Hotelschool The 101 Hague
  102. 102. Want to keep guest satisfied? Martin Lewison, Ph.D. - Hotelschool The 102 Hague
  103. 103. QUESTIONS?@milst1 on Twitter Martin Lewison, Ph.D. - Hotelschool The 103 Hague

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