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Park News
www.parkworld-online.com
ParkHoppin’ ATTRACTION ATT
by Paul Ruben
Destination parks hit hardest last seas
Dreaming Of Theming
The TEA (Themed Entertainment Association) and ERA (Economics Research
Associates) have released their eagerly-awaited Attraction Attendance report for
When the original Disneyland opened in California back in 1955, it
2008, and the figures reveal that destination theme parks were hit harder then
wrote the book on theming for amusement parks. America’s first
regional parks as the recession took hold late last year.
regional theme park, Six Flags Over Texas, opened in 1961, and was
Leading the report again as the world’s most popular theme park is Magic
themed to the six nations that have had sovereignty over some or all
Kingdom at Walt Disney World in Florida, where attendance was flat compared to
of Texas over the years. The theming was pervasive.
2007 with just over 17 million guests. The biggest gain in Orlando was just 1% (at
As other theme parks appeared, their theming was just as
Disney’s Hollywood Studios), while SeaWorld and Islands of Adventure recorded
thorough, thanks in part to former movie set designers such as
respective falls of 2.9% and 2.4%.
Randall Duell. All the Disney parks, plus those of Universal and Busch
"It is typical of destination parks to be impacted more by a recession than
Entertainment for example, maintain strong, consistent themes. Over
regional parks, because they are located farther away from their markets, and cost
the years, however, theming has been de-emphasised in many parks.
more to visit," states John Robinett, senior vice-president of ERA. "But it should also
Nowadays, at least in the US, a new ride is considered themed if the
be noted that the negative growth didn't actually occur until the fall. The regional
signage is themed, so it was refreshing recently to find two parks that
parks were mostly closed by then while year-round destination parks were still
remain dedicated to their themes.
open, so they took the fourth-quarter hit."
I'm referring to two children's parks that preceded Disneyland and
Visits to the world’s top 25 parks in 2008 totalled 186 million, down 0.4% from
are less than 40 miles apart in New
2007. Combined attendance at the top 20 parks in North America was flat compared
Hampshire's White Mountains, Story
to 2007 at 122.7 million, after growing 3.9 percent between 2005 and 2008. In
Land and Santa's Village. By their
Europe, attendance was up slightly, with the top 20 parks recording a combined
names you can guess their themes –
attendance of 57.4 million, a growth rate of 1.1%. But their popularity is easily eclipsed
fairytales and Christmas.
by the top 10 parks in Asia/Pacific Rim, which attracted a combined 69.9 million guests
Founded in 1954 in by Bob and
(Disney’s Tokyo operation contributing considerably to that total). The top 10 parks in
Ruth Morrell in the village of Glen,
Mexico and Latin America attracted 12.2 million guests.
Story Land was recently purchased by
Because of the role they play as an interlude from the pressures of daily life,
Kennywood Entertainment, which was
parks and attractions tend to fare relatively well during a recession, although
subsequently acquired by Parques
Robinett urges operators not to ignore reinvesting: "Our models suggest that
Reunidos. Hopefully the Spanish group
reinvestment probably has a stronger correlation with attendance than the
now at the helm will continue to deliver
economy," he says. "When parks reinvest in a major new ride or show or zone, the
the same memorable Story Land
increase in attendance tends to be in the high single digits, whereas a recession
experience.
impacts in the low single digits."
Using characters, rides and
Overall, the numbers and the economy are pointing to lower attendance in
attractions inspired by children’s
2009. "The decline looks as though it will last the majority of 2009 with some
literature, Story Land offers an
possibility of recovery by the end of the year or early 2010," observes ERA senior
interactive fairy tale experience. Visitors
associate Edward Shaw.
meet Peter Rabbit, ride in Alice’s Tea Cups and climb aboard
Cinderella’s Pumpkin Coach. As you’ll see in next month’s Park
World, just about every element of the park is themed. Even Humpty
Drayton’s 4D
Dumpty is there, as in "Humpty Dumpty sat on a wall, Humpty
Dumpty had a great fall, all the King's horses and all the King's men,
came and ate scrambled eggs again."
pirate invasion!
Santa's Village, which you can read about this issue, was the
Drayton Manor’s eagerly-awaited 4D effects theatre by Simworx was unveiled to the
brainchild of Normand and Cecile Dubois, who opened the park in
general public March 21. The popular UK park opened the attraction in time for the
1953 in the town of Jefferson, and whose family continue the
start of the 2009 season, allowing guests to enjoy the effect-laden film Curse of
traditions. The landscaping, music, architecture and rides all are there
Skullrock by Red Star Studios.
to help guests feel like it's Christmas, even when it’s summer.
The new attraction is housed inside
Families can visit with Santa and feed his reindeer. The carousel
a revamped Television Theatre,
animals are all reindeer, the flume is filled with yule logs, and there
adjoining which is a new look café
are even sleighs just like Santa's flying through the sky on a monorail.
and retail buildings. The 152-seat
Santa's elves are scattered throughout the park. Talk about theming
attraction represents an investment of
saturation! That’s me there, themed as Ruben the Red-Nosed
£1million ($1.4m/Euro.0371.1m) for Drayton
Reindeer. After a stop in the gift shop, which is also themed, I learned
Manor and is reached via an Art Deco
how to make a slow reindeer fast. Don't feed it.
style entrance. A 9-minute film acts as
I understand why many parks do not aggressively maintain their
themes. It costs money, and many rides don't particularly lend Drayton Manor managing director
themselves to being themed. But it was refreshing to find theming Colin Bryan (left) joins Terry Monkton
alive and well in Story Land and in Santa's Village. Why? Because
from Simworx as Terry’s son Alex
theming enhances the visitor experience.
officially open the new 4D effects
theatre
6
MAY 2009
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