Front Gate
parkworld-online.com
BigQuestion
Enthusiasts – a park’s best friend, a marketing opportunity or an occasional nuisance?
Dave Phillips, Canada's Wonderland: 95% of the time, park enthusiasts are your ally and an extension of the park’s “word of mouth” marketing campaigns. The other 5% of the time you question how much access is too much with regards to how they obtain some of their photos and information. I will take the benefit of the 95% at any time! We have a very positive relationship with our enthusiasts and they seem to understand when not to cross the line of what is acceptable … but they do come as close as possible.
Massimiliano Freddi, Leolandia, Italy: We always think of park fans as a big opportunity and run dedicated events every year to let them discover in advance the way the park is changing – from our pricing structure to the ongoing rehabs and of course to present them the new attractions under development. Fans are the first to notice if something isn’t working and they help us to improve things. Sometimes it’s hard to exceed their expectations as we would like to, but most of them get in touch with me regularly, helping to integrate their feedback in our strategy, very often widening our point of view.
Steve Gorman, Waldameer Park & Water World, USA: Enthusiast groups are a wonderful friend of amusement parks! Waldameer is fortunate to have three clubs nearby (ACE, GOCC and WNYCC) and each have group outings at our park. Their members are experienced at going to amusement parks, so they can be a good way to benchmark your services. Speaking to the members is a great way to learn how your park is performing. Also, the members act as “ambassadors” for our industry. Few industries have their own
cheerleader groups like park enthusiasts.
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Figures of Fun
7
number of new rides planned over the next three years at Ferrari World Abu Dhabi in response to opening of adjoining Yas Mall
47 56
number of waterparks in Spain
percentage of Australian adults who have been to Sea World on the Gold Coast, making it the country’s most visited tourist attraction of all time
3,100,000
number of visitors to Blackpool in first four months of the year – an increase of 600,000 over the same period in 2013
80,000,000
annual visits to Dubai Mall, the world’s most visited place. As well as shops it includes the Dubai Aquarium, Sega Republic and KidZania
JULY 2014
5
24 26 28 50
32 20 3841
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