Special Feature
The post Covid-19 theme park
CEO and president of ITEC Entertainment Bill Coan looks at how the theme park experience might evolve in a post-coronavirus world
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Bill Coan is President and CEO primary responsibilities include business management and new business development. His vision and industry knowledge have helped cultivate ITEC a global leader in themed entertainment. Bill also directs the creative development of concepts and designs of all ITEC themed entertainment relationships with its clients and partners worldwide.
magine arriving at Disneyland with your family and seeing branded hand sanitisers and Mickey Mouse face masks for sale. Throughout the park, there are
hand-washing stations, temperature checkpoints, and ride operators wiping down roller coaster seats. This is what guests might expect from the post-coronavirus theme park experience: a huge emphasis on guest and employee safety and health. Theme parks have always prioritised these things, of course, but the extra measures will be hard to ignore when the destinations reopen. With most of the industry on hold as many stay-at-
home orders carry on into May, the amusement industry is planning on how to best prepare for re-openings during the summer or even the fall should shutdowns extend further into 2020. A recent J.P. Morgan analyst report estimated that the shuttering of all 12 Disney resorts around the globe amid the coronavirus pandemic could cost the division $5 billion in lost revenue this year. It cautioned that even a reopening as soon as June could cause a lingering impact through 2021. Disney is just one example, as theme parks worldwide
will need to implement strong reopening plans to make up for 2020 losses and bring guests back into the parks in droves. Considering theme parks could reopen before the pandemic has completely subsided, there are three main components of the process the themed entertainment industry should consider: strategic promotional campaigns, onsite health and safety measures, and limited-edition merchandise among longer term design
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enhancements and technological upgrades.
Post-Coronavirus promotional activities As the world returns to more normal circumstances, the initial priority for theme parks will be to focus on making guests feel comfortable returning. A signifi cant income stream of parks comes from family vacations planned months in advance. Large players in the space that provide integrated resort and theme park packages will offer discounts and specials to quickly secure these types of bookings. Smaller players that lack the same resources will likely seek to establish partnerships with local hotels
APRIL/MAY 2020
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