This page contains a Flash digital edition of a book.
THEME PARK DESIGN
MORE DASH
LESS CASH
In the current climate, theme park operators need to be careful
with local hotels and offer guests a pack-
age. But do something special with it.
with their cash while still providing something new to ensure
My second recommendation is to focus
visitors keep coming back. Kathleen Whyman asks designers,
on your identity and market that. Parks
with a clear identity can do this more eas-
architects and operators how this can be achieved within budget
ily. Think of Efteling – the fairy tale forest
is the soul of Efteling. The only attractions
they’ve added in recent years have been
ROUSE YOUR SLEEPING ASSETS
small additions supporting the core theme,
BRC Imagination Arts BV
while marketing has reinforced the connec-
Bart Dohmen, managing director, The Netherlands
tion the Dutch have with the fairy tale forest.
My third piece of advice is to think
It’s interesting to look at recommendations clear vision of who you are and what you outside the box when it comes to exist-
of how operators can refresh their offer do, then deliver on that promise. Great ing assets. How can you leverage them,
on a budget at a time when many claim examples of these include Efteling, The put them to work and make them better
to have record attendance numbers. This Netherlands, Plopsaland, Belgium, and or more available? Can you extend your
implies everything’s going well, but there’s Puy de Fou, France. Attractions like these opening times by doing something extra?
something behind these high attendance offer psychological comfort during a crises, Where are your sleeping assets that can be
numbers – most have been achieved by as visitors feel comfortable and looked roused and put to work? Thinking this way
lowering entrance prices or other forms of after in these environments. led to the development of the successful
discounting. This begs the question, what Also at work here is the staycation trend. Winter Efteling celebrations.
does 25 per cent more people paying 25 A perfect example is Europapark, Germany, These three recommendations may
per cent less do for your profi t margin or which offers a short stay in a hotel or bun- require more thinking and work than the
the costs of maintenance and operation? galow with unlimited access to the theme usual off-the-shelf quick fi x, but they build
Some attractions, however, achieved park. According to news articles, during long-term value and a stronger brand. Also,
improved numbers without special pro- a crises people take a short vacation and never forget that off-the-shelf solutions
motions, so what did they do differently? stay in their own area. My fi rst budget are easily copied, which hurts, rather than
The answer is in the basics of business recommendation takes advantage of this helps, your competitive advantage. Be your-
– distinguish yourself from the rest with a trend – if you don’t have a hotel, partner self, be original and do it with courage.”
“HOW CAN YOU LEVERAGE
Attractions that deliver on their promise,
such as Efteling, offer visitors comfort as
YOUR EXISTING ASSETS,
they feel looked after
PUT THEM TO WORK
AND MAKE THEM
BETTER? CAN YOU
EXTEND YOUR OPENING
TIMES? WHERE ARE
YOUR SLEEPING ASSETS
THAT CAN BE ROUSED
AND PUT TO WORK?”
32 Read Attractions Management online attractionsmanagement.com/digital AM 1 2010
©
cybertrek 2010
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  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86
Produced with Yudu - www.yudu.com