PW Mar 09 P5.qxd 2/23/09 8:31 AM Page 5
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www.parkworld-online.com
BigQuestion
Figures
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Have you ever considered a different pricing structure at
your park?
50of Fun
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Linda Hays, Cliff's Amusement Park, USA: We did actually, but it
only lasted one season. It was a huge mistake. We are normally pay-as-
you-go and thought going strictly pay-one-price and lowering the price
8
would be a great idea. Because it took away the freedom that our million – gallons of water at the world’s
customers had been used to, we had huge resistance. I can’t remember
largest aquarium, in Atlanta, Georgia
the year we tried this but it must have been at least a decade ago. So,
we learned to keep the structure the same. That is what our guests want.
80
Aldo Vigevani, Gardaland, Italy: As Italy’s largest theme park,
we cover a big market, but changing Italian habits seems almost
feet – height of the column of water
impossible. We have always been pay-one-price, and our guests really
blasted into the air from a 50ft volcano
appreciate this, but they can save money by looking for discount at the Haichang Caribbean Park in
coupons in the local area or on our website. During the low season we
China
also run a lot of targeted promotions for special interest groups, such as
rollercoaster enthusiasts, car collectors and children’s summer camps,
who we invite to come for a special price. Our co-marketing activities
85
are also strong, with money-off coupons on more than 100 consumer products, from
Coca-Cola to Barilla pasta. Exchanging coupons with other local attractions also works
pounds sterling – cost for a family of
well. A different pricing structure may become a reality one day in the future. For
four to visit Madame Tussauds in
example, we need to encourage more guests during the week in April and May, when the London, the city’s most expensive
schools are still open, so an appealing price for adults and teenagers could be one of
attraction
the weapons we use in the years to come. In summer, for example, we already offer a
different price for our evening openings.
1902
Buddy Wilkes, Shipwreck Island Waterpark, USA: We
constantly tweak the way we price admission. I changed the pricing
year the world's oldest operating
structure in 1992 from age criteria to height criteria. I had a year of coaster, Leap-the-Dips, opened in
pushback from both staff and guests, because few of our customers
Lakemont Park, Pennsylvania
has encountered pricing based on height back then. I then
implemented a double park pass for both Miracle Strip and
Shipwreck Island Waterpark in 1998, and we discovered some new
1946
guests at each park as a result. Several times we discussed making
increases in difficult economic times. A couple of times we postponed the increases,
year the world's first looping coaster,
and created incentives to increase food & beverage, games and souvenir sales. You
Chemin de Centrifuge, opened in
truly never know how anyone will react to pricing changes. I believe the keys are to
Frascati Gardens, Paris
carefully study the numbers and make the change with conviction, answer the concerns
of your guests with honesty, and prepare your staff for the reality of positive and
negative reactions.
Figures by Economics Research Associates
(ERA) www.econres.com
Ups &
Disney Decrease - Attendance was down by about Fading Star - Starcadia Entertainment
5% at both Walt Disney World in Florida and Park, near Atlanta, Georgia, has closed after
Downs
Disneyland in California, for the fiscal year ending 11 years in operation. The six-acre family
March 31. Guest spending was essentially flat entertainment centre, which opened in May
1998, included miniature golf, go-karts,
batting cages and an arcade
Happy Rock - Hard Rock Park,
Myrtle Beach, South Carolina, has
been sold to FPI MB Entertainment.
Disney Increase - Tokyo Disneyland
The new owner hopes to have it open
expects net profits to rise 41.3% for the year
Sunway Success - Revenue increased 37%
by the end of May, but it has not
ending March 31. An increase in attendance
during the last financial year at Sunway Lagoon in
confirmed if the Hard Rock name will
during the park’s 25th anniversary events is
Malaysia. The 16-year-old facility in Petaling Jaya,
stay
cited as the main cause
which comprises an amusement park, waterpark,
wildlife par, extreme park and scream park, took
just over MYR 60 million ($16.5m/Euro.18613m)
MARCH 2009 5
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