PW Aug 09 P5.qxd 7/29/09 11:51 am Page 5
Park News
www.parkworld-online.com
BigQuestion
Figures
32
24
26
28
What is a better strategy for profit, charging for car parking or encouraging
more attendance by not charging?
50of Fun
20
38
41
Will Koch, Holiday World & Splashin’ Safari, USA: It depends on
the park’s business model. Ours is based on delivering an exceptional visit to the 1.8
guest. Hitting them with lots of add-ons during the day doesn’t make sense for us.
We don’t charge for parking, in fact free parking is one item on a long list of things
million – safari park guests last season
we provide for free. Going the extra mile with free sunscreen, free inner-tubes, free
at Chimelong Resort, Guangzhou,
waterpark admission and free soft drinks makes a big impression. When our guests
China
go home, they talk about these things. There is another business model that many
parks follow. The strategy is to get as many people in the gate as possible at a low
admission price, and then make up the difference through high food prices and lots of add-ons. In 12
this business model, the low admission price is the key, not the quality of the visit, so there is less
number of 4D effects in new-look
concern about how the guest perceives the additional charges. Another issue with charging for
parking is that guests confuse the cost of parking with the cost of admission and think of the parking
Monster Mansion at Six Flags Over
charge as an add-on for each guest, and do not divide it by the number of passengers in the vehicle.
Georgia – the most of any ride
So, I think that high fees for parking can have a negative impact beyond the
worldwide
amount of the fee.
Hogne Høstmælingen, Hunderfossen, Norway: My opinion is that
50
we gain more in total by charging for car parking. It would not be possible to
factor – strength of sunscreen applied
generate this turnover by increasing the number of guests or the entry fee. People in
Norway are used to paying for car parking everywhere, and we have very few
to horses’ noses at Crealy Adventure
complaints on this matter.
Parks in England during recent hot
weather
Angela Wright, Crealy Great Adventure Parks, UK: We invite
our guests to come to the park in a variety of ways, and we encourage the use of
public transport. Those arriving by bus, for example, are entitled to a discount on
115
the gate. However, we do not charge for car parking; I think it’s a cultural thing
and may be more accepted in the States. The secondary charges we make within
number of wax figures at the new
the park are generally only for things that are optional. One way I think we could
Madame Tussauds Hollywood, which
make some revenue from parking is if we offered to clean people’s cars while they
opened August 1
are in the park.
Christopher Thorpe, Darien Lake Theme Park Resort, USA: I have always
33,000,000
felt that the best strategy for profit is driven by accommodating your guests’
demands and concerns and providing exceptional guest service. To charge for
passengers on the London Eye since it
parking or not to charge is a consistent debate in our industry and I think careful
opened in 2000. The ride is currently
observations of your guests’ needs drives the decision. We offer multiple parking
having its gondolas refurbished one by
options for our guests. Season pass holders receive free or discounted parking as a one
benefit, day trip guests have the opportunity to park in our regular lot, preferred lot
or VIP lot at prices ranging from $8 to $25. Group Sales guests often receive
Compiled by Park World/Economics
parking benefits associated with their events.
Research Associates www.econres.com
Ups &
Mono-fail - A collision last month between two
monorail trains at Walt Disney World left a driver
Downs
dead. The incident was the first fatal accident on the
Coaster Quiz - A new TV quiz show asks
ride in its 38-year history
contestants questions while seated on a
moving rollercoaster. Brain Wash is currently
airing on Cartoon Network in the US
Leave Me Alone - Due to
“unresolved legal issues,” Legoland
California was unable to install a Lego
Tax Back - Universal Orlando will get
model of Michael Jackson in tribute to
a $1.4 million property-tax refund as
Horrible End - A British schoolboy died at
the late singer
part of a settlement negotiated to end a
Pattaya Water Park in Thailand after lifting a grille
lengthy tax fight with the Orange County
at the bottom of a pool and being sucked into the
Property Appraiser’s Office
pump system. Nathan Clark was 14
AUGUST 2009 5
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48