TRANSCRIPTS
public relations programmes, get group sales going, and advertise. As you can see, Goldorama is doing all that, so everybody already knows about the park before it has even opened its doors.
In terms of marketing, it’s very important to add value. Add value for the visitors and for the company. The ingredients for making a theme park – location, rides, events, staff, catering, etcetera – create something much more than just a day’s visit to an amusement park. They create an experience which visitors will remember for a long time.
Looking at it another way, when you run a theme park, you are in the business of keeping people happy. It’s a funny business, hey? In financial terms, value can be added for the company. It’s easy to calculate: the lower the cost of ‘production’, the higher the added value or profit can be. The happier people are, the quicker they’ll come back or tell their friends.
The difference between a successful and an unsuccessful theme park lies not only in the choice of theme and the rides and events it offers. Say you don’t pay enough attention to staffing. You’ll soon find your customers are unhappy because there aren’t enough people to pay attention to them. In fact, the point is that to a large extent the way in which the park is run makes or breaks it, and to run a park successfully, finance, marketing, sponsorship, sales, operations, entertainment, administration, personnel, maintenance and general services need to work together. In this way, theme parks keep on developing and offering attractions to people which make them return.
And don’t forget: typically, people living or staying within one and a half to two hours from any park will account for 80 per cent of visitors. So there’s a lot of work to do to also attract tourists from abroad and maximize their enjoyment.
Unit 7, Lesson 2, Exercise F 1.33 Part 4
Now … er … let’s see … oh dear, I see we’re running short of time … Maybe I should skip a few slides. On the other hand, perhaps I should just say something about some trends in amusement and theme park development. A lot of research has been done into this area and there are a few trends that stand out.
First of all, you can see that, in terms of life cycle, the amusement park market is mature. In such a market, a few big players will own most of the
121
parks around the world. I’ve already mentioned companies like Disney and Paramount.
Secondly, there will always be the race for bigger and better parks. Examples of this are better facilities, faster rides, the highest rollercoaster and the latest technology. More and more parks offer visitors the benefits of technology: virtual reality shows, 3D cinema experiences, ride simulators …
An ageing population means that parks need to
offer entertainment that suits older visitors, too, and not just kids. What’s important to realize in developing your theme park is that it’s the older people who are bringing their grandchildren along.
Finally, and this is more marketing than anything else, theme parks have to be media savvy. What’s different from, say, 30 years ago, is that now they must be designed for television and should be able to serve as locations for filming, celebrity events, competitions and conferences. After all, TV exposure will make tourists aware of your park.
Now … oh dear, I was going to mention the relationship between theme parks and the environment. More and more people will travel to visit theme parks and … well, but … ah … I see that time is moving on. So instead, I’m going to …
Unit 7, Lesson 3, Exercise A 1.34 1 con'tinuous
2 re'source 3 in'gredient 4 'benefit 5 fi'nancial 6 simul'taneously 7 manu'facturing 8 'maximize 9 'calculate
10 'sequence 11 enter'tainment 12 popu'lation
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 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136
