growing by double digits since the early 1990s, is still projected another record year, sparked mainly by the 25
th
anniversary
to grow 6-8% this year,” observes Christian Aaen, Managing of Tokyo Disneyland but also helped by investment in strong
Director of ERA’s new office in Hong Kong. India holds promise marketing and new attractions,” said Christian Aaen. “TDL’s
for the future. “India has historically kept out foreign investment performance was counter-cyclical and impressive.”
but is now letting it in,” says Robinett. “The banking sector there
is highly regulated so it wasn’t hit quite as hard.” Based on ERA’s observation of past recessions, recovery is
the reward of reinvestment: “Parks tend to bounce back rather
nullWe believe a lot of growth in the industry going forward will be quickly from a recession,” says Robinett. “You don’t see three-
in Asia,” says Ray Braun, Senior Vice President, ERA year drops; you see one- or two-year drops and then they bounce
back.” If it is not the time to develop or open a new ride, attraction
Christian Aaen of ERA Hong Kong, notes that there is “a lot of or area, a park can still reinvest in training, customer service,
development in the pipeline in Asia, including Legoland Malaysia, maintenance, marketing - and revisit its pricing structure. And,
announced recently with a target opening in 2012, a Universal it can prepare for the future.
theme park on Sentosa Island opening in late 2009/10, and new
KidZania attractions opening in Japan and Korea and planned “The down times are a perfect time to start planning and
elsewhere in Asia.” implementing reinvestment, and to look at ways of improving
your product and the customer experience,” explains Robinett.
…and Reinvestment and Research still rule
“You have staff that may be underutilized, you have all the
Because of the role they play as an interlude from the pressures
vendors and planning consultants who need work and have
of daily life, parks and attractions tend to fare relatively well
lower prices, you can buy materials at a cheaper rate. Smart
during a recession. It’s a good position to be in but requires an
money comes in at the bottom of a cycle.”
effort to maintain, in light of the changing economic environment
and the evolving customer viewpoint. “Our models suggest
David Camp, Director, ERA Europe/Middle East/Africa, em-
that reinvestment probably has a stronger correlation with
phasized the need to constantly check in with the customer.
attendance than does the economy,” remarks Robinett. “When
“The industry in Europe experienced a fairly stable year, but
parks reinvest in a major new ride or show or zone, the increase
with only a modest increase and a lot of concern for the future.
in attendance tends to be in the high single digits, whereas a
Parks should monitor customers’ perception of value for money
recession impacts in the low single digits.”
by conducting research, including regular customer surveys,
and being reactive to them.”
In Japan, attendance numbers for parks were mostly flat or
down, with the notable exception of Tokyo Disneyland (TDL)
and Tokyo Disney Sea (TDS). “These two parks combined had
© 2009 TEA/ERA. All Rights Reserved.
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