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Park Bloggin’ by Dr Jack B Samuels
Disney’s merchandising Construction is well advanced on the Pirates of the Carribbean ride building
Dutch university offers parks and attractions
qualification in English! For several years now NHTV, the Dutch University of Applied Sciences, has been allowing students the opportunity to specialise in leisure and tourism as part of their third and fourth year studies, establishing the Efteling Academy in partnership with the famous theme park. As from this September, however, the university is to offer an English-taught specialisation in Attractions & Theme Parks Management at its campus in Breda.
Created in partnership with IAAPA and the TEA, the three-year course – unique in Europe – will be completed to bachelor’s (degree) level and is the result of collaboration between three NHTV academies: Leisure, Tourism, and Hotel & Facility Management.
“The tourist attractions market is going through tremendous international growth,” highlights Goof Lukken, one of the lecturers involved in the new programme. “Many attractions are also considering adding accommodation or other forms of leisure; they are turning into multi-day resort destinations. It has truly become a serious business, which increasingly requires specialist managers with a broad orientation.” The curriculum will be designed over the coming months in close collaboration with Rosen College of Orlando. As well as study in the Netherlands, students will also complete an internship at Walt Disney World or a European theme park.
“The ambition is to start an innovative programme characterised by close relations with the industry of attraction parks, waterparks, and zoos,” stresses Klaus Hoven, a member of the course development team. Potential students who would like more information about the course are welcome to attend an open day in Breda on 16 April. Further details are also available from
atpm@nhtv.nl or see
nhtv.nl
magic Every so often a new theme park merchandising idea comes along that really catches one’s attention. Over the years we’ve had tons of glowing stuff from China including light-up things that whirl around, can be worn around the neck or create a spectacle in the dark. Over the years Disney has had items such as the Pal Mickey that interacted with kids at various points around the parks and handheld video games that did things somewhat less spectacular as one proceeded to a variety of attractions. And of course it has a steady revenue earner with its pin badges, creating a whole trading market that exists among its fans. Now perhaps the ultimate Disney merchandising gimmick has been born: Glow with the Show ears. First introduced in Florida at the Fantasmic show in Disney’s Hollywood Studios, the ears premiered in summer 2012 as part of World of Color at Disney California Adventure. For those who have not been touched by the glow yet, the Glow with the Show ears are simply a pair of light-up Mickey Mouse ears mounted to a hard plastic cap. The Disney Magic is in the electronics within the cap. Every after-dark Disney show has been or will be outfitted with Glow with the Show technology and the ears might soon be doing their thing in other Disney attractions. The ears are capable of glowing in different colours and flashing on and of – choreographed and timed to each show. When one sits or stands toward the back of the audience there is a sea of these things in front of you
providing a new dimension to even the oldest Disney shows. The effect can be seen in a variety of YouTube clips some of which are official Disney videos, but many more posted by guests. Watching these videos, you can count just how massive the incremental revenues are. The ears are priced at $25 per pair and many families buy one for each family member. At this price point perhaps sales are a little slower than they might be, but with time the price could be reduced to meet more of a mass audience. Of course Disney won’t reveal how much the ears cost to be produced, but I’d wager it’s no more than a few dollars at best. We’re talking serious mark-ups here.
So, why are the ears so alluring to guests? There are several reasons.
First, simplicity. They are easy to operate. Second, they are visually attractive and hard to miss. Third, they make you part of the show. Any item or activity that immerses people into the heart of the experience in such a way stands a good chance of success. The ears provide an active attachment to what is normally a passive participatory experience. What’s next? Will there be Glow with the Show T-shirts, Glow with the Show teeth or, perhaps for those after-hours events, light-up underwear? Probably not at a Disney park perhaps, but maybe one of the more edgy operators out there could give it a try. Or items that light up with custom patterns or images? Use your imagination and, as Buzz Lightyear might say: “Glow to infinity and beyond!”
NHTV already enjoys a close relationship with Efteling APRIL 2014
Dr Samuels provides diverse consulting services in general marketing and market research, facility development, customer service, safety, crowd and event management and promotional activities programming such as birthday parties. He can be reached at
samuelsj@mail.montclair.edu.
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