signifi cantly. Universal Studios represents a strong fi t with Singapore Tourism Board’s T2015 tourism vision. We consider Singapore and Southern
Malaysia (Iskander Malaysia) as an up-and- coming theme park attraction destination hub with Singapore as the gateway for international tourism. Singapore already has a signifi cant inter- national tourism market (10 million plus), which is growing, and excellent tourism infrastructure with top international airport, hotels and shopping. This is in addition to several key natural, historic, cultural and themed attractions.
WHAT IS INTEGRATED RESORTS’ DEVELOPMENT CRITERIA? With relation to Marina Bay and Sentosa Island, capitalising on a casino compo- nent would allow for signifi cant recreation, entertainment, and MICE facility develop- ment and investment without subsidies from the government. The evaluation criteria for Marina Bay
breaks down to: tourism appeal and contribution (40 per cent); architectural concept and design (30 per cent); amount of development investment (20 per cent); and strength of the consortium and part- ners (10 per cent). Sentosa’s evaluation criteria has a
greater emphasis on tourism because the AM 3 2010 ©cybertrek 2010
about universal studios singapore
Size: 20 hectares (49 acres) Expected initial attendance: 4.5 million visitors during fi rst year (target by RWS management) The content: Seven themed lands – Hollywood, New York, Sci Fi City, Ancient Egypt, The Lost World, Far Far Away and Madagascar Signature attractions: Battlestar Galactica, Jurassic Park Rapids Adventure, Canopy Flyer, Donkey Live, Lights Camera Action, Journey to Madagascar and Monster Rock Developments: Future rides and shows include a lagoon show, a parade and a new Transformers attraction. The park will bring in more rides over the next three years
government would like to attract more lei- sure visitors and repeat customers to the island. This resulted in: tourism appeal and contribution (45 per cent); architectural concept and design (25 per cent); amount of development investment (20 per cent); and strength of the consortium and part- ners (10 per cent). Genting made a key strategic decision
in pursuing Universal Studios as part of its bid for Sentosa Island to meet and exceed the Singapore government’s requirements for tourism market growth and major attrac-
The Lost World land boasts the Jurassic Park Rapids Adventure ride, as well as other attractions
tion drivers. This turned out to be the winning strategy and successful bid for the Sentosa Integrated Resort.
HOW WILL THE PARK BENEFIT THE REGION? The development of major new parks in the global theme park industry over the years, such as Walt Disney World (Orlando, Florida), Tokyo Disneyland (Japan) and Disneyland Paris (France) have had signifi - cant impacts on the nature and dynamics of the US, Japanese (Asian) and European theme park industries. It’s likely Universal Studios Singapore could have similar effects. For example: industry expansion (adding visits to the market and expanding the overall industry); market education (park product, quality of experience, the value of pay-one-price); price and product leadership (a pricing umbrella leading to increased prices based on improved product); market awareness (established brands, marketing expertise/ techniques); product positioning (niche marketing and positioning strategies); con- sumer expectations (increasing standards at other parks/industry); and development
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