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Park News
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Disney’s Marvel-ous deal
ParkBloggin’
The Walt Disney Company is buying Marvel Entertainment for $4-billion
(Euro.0372.7bn), bringing characters like Hulk, X-Men and Spider-Man into the
by Dr Jack Samuels
house of Mouse. Under the deal, which will be completed by a combination
of cash and stock, Disney will acquire ownership of around 5,000 Marvel
Time for a Check-up
characters.
The acquisition is expected to help Disney balance its portfolio by
At this time of continued financial pressure, it is time to think critically
appealing to male fans of Marvel’s superheroes, alongside home-grown
about managerial functions and attitudes throughout our industry. The
female-friendly success stories such as Hannah Montana and the Jonas
parks and attractions industry is not devoid of the problems that are
Brothers.
facing other businesses around the world, but we also have to ask
“This transaction, which combines a world-renowned library of characters
ourselves a number of unique questions:
with Disney’s creative skills and a business structure, maximises the value of
Have we become too hardware reliant? Does the presence of good
creative properties across multiple platforms and territories,” says Disney
attractions hide the errors of good management? Have we forgotten
president and CEO Robert Iger. “We believe that adding Marvel to Disney’s
that it is people that make our industry successful and bring guests
unique portfolio of brands provides significant opportunities for long-term
back time and time again?
growth and value creation.”
What else is going wrong? We are violating most of the cherished
“Disney is the perfect home for Marvel’s fantastic library of characters given
principles relating to corporate culture and ethics. Ask yourself which
its proven ability to expand content creation and licensing businesses,” says
of the following two options you are following in your organisation (as
Marvel CEO Ike Perlmutter. “This is an unparalleled opportunity for Marvel to
noted by William A Howath in his book The Seven Elements for
build upon its vibrant brand and character properties by accessing Disney’s
Influencing Corporate Culture):
tremendous organisation and infrastructure around the world.” 1) An environment that’s focused on revenues only and talks about its
The boards of both companies have approved the transaction, which hardship. While the average employee sees their boss’s entitlements
awaits an antitrust review and the approval of Marvel shareholders. Marvel and benefits as much greater than their own, they are constantly told
currently has several deals with other movie studios and theme parks. Disney to keep up the hard work so the company can stay in business –
said it will honour and re-examine these upon expiration. almost a fear culture.
Marvel’s licensing agreements with Universal for its rides at Islands of
2) An environment that engages its workforce. Leaders are visible,
Adventure in Orlando, including The Amazing Adventures of Spider-Man,
develop strong relationships with their workforce, and are mindful of
Doctor Doom’s FearFall and The Incredible Hulk rollercoaster, are apparently
double standards. They are committed to sharing the rewards of the
unaffected by the acquisition. According to the company’s filings with the US
workforce’s hard work equally throughout the company and to
Securities and Exchange Commission, Universal Orlando retains the rights for
building a co-operative and healthy work environment for all.
as long as its attractions are in operation. The same holds true for the Spider-
Man attraction at Universal Studios Japan. However, the US deal only covers
Many managers like to say that they are subscribing to option two, but
theme parks east of the Mississippi River, potentially opening the way for
unfortunately, they are blind to the fact that they are subscribing to
Disney to integrate Marvel properties into its parks in California.
option one and that is why we have got into the mess that we are now
“As we get outside of Orlando – and Spider-Man in Japan – we have an
enduring!
opportunity in theme parks and, over time, we’ll explore just how best to take
It may appear that, due to our showy products, external customer
advantage of that,” confirmed Walt Disney Company chief financial officer
service and showmanship, everything is OK in the amusement
Tom Staggs during a media, telecommunications and
business, but below the surface problems may exist that will eventually
entertainment conference hosted in September by
lead to the same situations that are hurting other industries.
the Bank of America in California.
So, now is the time to do perform a check-up of your company
culture. Ask yourself:
-Is it clear what my venue’s mission is and how it influences my
employees?
IALEI and IAAPA merger
-Do we have a sense of corporate community and pride?
-Am I giving my employees a chance to help direct the management
nears completion
of the company? Am I rewarding them properly given their
contributions and effort?
The International Association for the Leisure and Entertainment -Is everything I do designed to benefit the good of the operation rather
Industry (IALEI) will merge with the International Association of than just me?
Amusement Parks and Attractions (IAAPA).
-Do we celebrate our heritage or have we forgotten about it and its
IALEI was founded in 1993 as the International Association of
importance?
Family Entertainment Centers. Today’s membership is nearly 900,
still strongly focused in the US. The association will now be
-Am I maintaining the highest ethical standards in all of my business
dissolved and its assets transferred to IAAPA. These assets include
dealing?
IALEI’s half ownership of the Fun Expo trade show.
In an industry like ours that celebrates people, it is time to get back to
Upon completion of the merger, expected this month (October),
our roots. If you’re already doing some of the above, I’d love to hear
IALEI members will become IAAPA members with free membership
about it!
through until next year. It is not clear how many were already
Dr Samuels has written over 150 articles for the amusement, theme park and
members of IAAPA. entertainment industries. He provides consulting services in marketing, facility
The deal has not been without resistance from several high development, customer service, safety, crowd and event management, plus
profile IALEI members.
promotional activities such as birthday parties. samuelsj@mail.montclair.edu
OCTOBER 2009 9
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