Hotel Fårup A Danish park's dream come true
This year the new multi-million attraction at Fårup Sommerland in Denmark was a not a rollercoaster nor any other kind of ride, or even a show, but instead a 4-star hotel. Fårup CEO Søren Kragelund discusses the DKK 51 million (€6.9m/$7.5m) development, how it is already having a positive effect on business, and the hands-on role his daughter Kirsten played in designing it
F
årup Sommerland is one of the largest amusement parks in Denmark, known widely known for a very high degree of service and with a guest satisfaction rating of
almost 99%. For the last two years we were recognised as Europe’s no.2 amusement-park (under 1 million guests) in the European Star Awards. At present 82% of our visitors come from outside the Nordjylland (North Denmark) region. Our own research revealed that many more wanted to come, but in order to attract families from further a field, we would have to had some kind of accommodation as we were perceived as being “too far away.” A new ride or attraction gives a short-term growth in guests. A hotel gives us long-term growth, and this year that was our focus. The hotel is a dream come true for us, but it does not mean will we not make any new attractions in the park, in fact we have just announced plans for a new thrill ride in 2017 [see over the page]. For many years, we looked at how parks abroad have
developed resort concepts in their parks, and also the landscaping around them. After talking to, amongst others, Europa-Park and Legoland Resort (Billund), we were inspired to build out own hotel in the centre of the park.
Family affair My daughter, Kirsten Kragelund, has played a very important role in the making of Hotel Fårup. She has been involved in all the “big questions” about how it should look, but also involved in all the small details (coffee cups, paper, logo, the colour of the rooms etc) which make the hotel so special.
The hotel is themed in authentic “Fårup wood style”, in NOVEMBER 2016 29
keeping with the look and feel of our park. This extends to both the interior and exterior – with trees in the reception area, a moose-head decorating the restaurant, tree-hut bunkbeds in the rooms and birdsong in the public areas. After requests for many years, we were confident the
new hotel would be a success. Since opening in May we have so far had very nice occupancy rates. We were almost sold-out in the high season, with occupancy-rates as high as 91%. In the low season we have had around 60%. All in all, very nice, and even better than we expected.
Positive park attendance The hotel has affected park attendance very positively. After the first six months we had more than 13,500 guests at the hotel, which in turn generated more than 27,000 extra visits in the park (most guests visit twice during their stay). In total we have 51 family rooms, each with accommodation for four to six people, giving us capacity of more than 250 guests per night. The park season ended on October 23, and the final attendance was 600,928. We are now looking new ways to use the hotel when
The hotel is themed in authentic “Fårup wood style” in keeping with the look and feel of the park
“
After
requests for many years, we were confident the new hotel would be a success. Since opening in May we have so far had very nice occupancy rates
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