Henrik B. Nielsen Open to Question
HN: That is what we think we have to do and what has proved successful for Djurs Sommerland. We have to invest in new rides each year and make a major investment every two or three years. As parks grow the ability to invest more is there. With a population of only five million, we have to do this to keep growing the number of visitors. We have to draw people and grow by attracting them from over one hour’s drive away. So we have to have very attractive products and do something unique.
IP: What has been Djurs Sommerland’s most success- ful attraction in terms of return on investment? HN: It is very difficult to measure return on investment on a single ride, but we think our first family coaster in 2002 from Gerstlauer was the first major investment that had a big impact on visitor numbers and changed the perception of Djurs Sommerland (from the visitors’ point of view). Our Intamin coaster and the Mack water coaster, introduced in 2008 and 2011, also raised visitor numbers significantly, so for sure all these attractions have given good ROI both in financial terms and in visitor numbers.
54 InterPark September–October 2011
IP: What has been your parks’ most recent major addition and why did you choose this particular at- traction? HN: The Mack water coaster which is the biggest single investment we have ever made at €8.5m (US$12.25m). We chose this ride because Mack was able to do a combination of a nice coaster section and a water ride, which are always very popular. The whole ride brings all the emotions together for all the family and it also allows all the family to enjoy something together, gives a good customer feeling and provides good value. It is also a ride young people like a lot. It has always been one of our ‘most wanted’ rides but we had to make sure the timing was right, which it was for this year.
IP: How do you incentivise your staff to do the best job they possibly can? HN: We have approximately 425 colleagues who work with us in the main season and 75 – 80 per cent of them come back each year. We are a very popular place to work and you have to try to run the park with them. They are the
Henrik B. Nielsen Open to Question
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