ANALYSIS
Futuroscope’s new 3D Raving Rabbids ride takes guests on a journey through history
Aquaventure, visited by 1.4 million people in 2014, named as the most visited waterpark in EMEA. The latest of these parks is Yas Waterworld, an example of a successful, highly themed and culturally relevant attraction, whose home-grown IP has been well-received by the local market. In contrast to many European waterparks, those in the Middle East tend to be outdoor parks with year-round operations, which has clear positive implications on attendance. A number of waterparks operate with associated lodging, for example Splash Landings at Alton Towers, UK, and Aquaventure in Dubai. On-site accommodation can prolong length of stay (particularly for clustered attractions), allow
There was an impressive
attendance increase at Futuroscope, attributed to the award-winning new ride, Raving Rabbids: The Time Machine
for land use synergies (ticketing packages, increased footfall sitewide) and broaden the appeal of the destination. Lodging packages can have a detrimental impact on admission yields for individual attractions, nevertheless, the composite benefi t for the destination as a whole is important and is generally overwhelmingly positive.
Top 10 Theme Park Groups Worldwide
Rank Group Name 1 2 3 4 5 6 7 8 9
10 TOTAL 48
attractionsmanagement.com Walt Disney Attractions
Merlin Entertainments Group Universal Parks And Resorts
OCT Parks China Six Flags Inc
Cedar Fair Entertainment Company Seaworld Parks & Entertainment Parques Reunidos
Chimelong Group (New) Songcheng Worldwide (New)
% change 1.3% 5.0%
10.4% 6.3%
-1.8% -0.9% -4.3%
-14.6% 59.9%
103.6% 5.1%
2014
134,330,000 62,800,000 40,152,000
27,990,000 25,638,000 23,305,000 22,399,000 22,206,000 18,659,000 14,560,000 392,039,000
2013
132,549,000 59,800,000 36,360,000
26,320,000 26,100,000 23,519,000 23,400,000 26,017,000 11,672,000 7,150,000
372,887,000 13.7%
TO IP OR NOT TO IP The role IPs play in success is hotly debated and an important question for new parks or signifi cant extensions to existing parks. The European market, for the most part, has grown organically over time. Although group operators feature to a greater extent these days, parks across Europe remain culturally relevant to the markets in which they operate. As a result, there are strong examples of home-grown IPs. Indeed, three of the top fi ve European parks – Europa Park, Tivoli and De Efteling – have succeeded without international branding, creating their own storylines and IP rights. Conversely, theme parks planned for the Middle East are large developments with a combination of resort uses. These are not only aimed at the domestic market: the expectation is that they’ll attract large swathes of tourists. Many planned parks are teaming up with globally recognised IPs that have proven records. This minimises risk and projects a clear message to the market. So, to IP or not to IP remains a question that can only be answered by looking at the target market of the planned attraction. ●
AM 3 2015 ©CYBERTREK 2015
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