INDUSTRY OPINION
Roland Mack IAAPA chair and Managing partner of Europa-Park
“T
he most dynamic develop- ment changes are taking place in Asia where many large parks and resorts have opened or are being
built. China in particular is growing quickly, leading to the opening of an IAAPA offi ce in Hong Kong. In Europe, the diversifi cation of exist-
ing parks has been the most signifi cant development in the past 15 years. Hotels are now a common part of theme parks, which have become ven- ues for large events and attract a wide range of target groups. Customers have also changed.
They’ve been to international parks and have greater expectations and a stronger demand for quality. The internet gives them the opportunity to compare parks and attractions very easily. Nevertheless, it’s still possi- ble to amaze guests, even with small attractions or services if they have an excellent quality. Future development isn’t about being
bigger, higher or faster – it’s more about quality and being relevant to specifi c target groups. The focus on the customer has become more impor- tant – loyalty is what we strive to earn. Having a fun, safe day out is what visi- tors really want, and so do we. The development in Asia has made our industry more global. This is extremely relevant for suppliers to our industry and issues such as safety standards and the protection of intel- lectual property have become even more important.
Roland Mack founded Europa-Park with his father Franz in 1975. Mack Rides was created in 1780 Existing parks need to diversify their
offer, which presents both opportuni- ties and challenges. Hotel resorts and conference facilities allow us to target new groups of people, but we then have to learn how to operate a hotel and organise conferences.
Future development isn’t about being bigger, higher or faster – it’s about quality and being relevant. Loyalty is what we strive to earn
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INCREASE IN QUALITY One of the best changes is that the quality in parks worldwide is improving. New attractions enrich our industry and add new demensions. The them- ing of rides is getting more and more important, which makes them a whole new experience and goes far beyond thrills. There has also been tremen- dous development in technology. At the same time, safety standards
have improved. IAAPA is working with industry experts on achieving interna- tionally recognised safety standards.
Read Attractions Management online
attractionsmanagement.com/digital
FUTURE CHANGES Nothing is more constant than change. The industry has to remain fl exible and observe the changes in the market to develop new offers and attractions. This means that all businesses in the industry have to face new challenges and creativity when designing rides. The transformation from theme parks
into resorts will continue. We’re open- ing our fi fth hotel, Bell Rock, this year. Social media has introduced many
ways to communicate on various levels. We can now reach thousands of people with just a single post on Facebook, but must be aware of the power the internet has. The best way to protect your business is with quality and con- stant improvement. But I’m convinced that, despite all the technology, visiting a theme park to have fun with other people will always be popular.”
AM 1 2012 ©cybertrek 2012
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