The main winner domestically was Universal Studios with an increase of 74 led by its Hollywood CA location which had almost a 14 increase During 2015 Disney dominated US theme park attendance with 9 of the top 10 spots During 2016 its market share slipped with Disney parks in only 6 of ID: 677768
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Reaching a Plateau?
According to Themed Entertainment Association (TEA), 2016 attendance at US theme parks increased by only 1.2%, to 148 million. The market leader, Disney, had 1% fewer visitors at its parks; however, revenues increased by 5% due to more guest spending.
The main winner domestically was Universal Studios with an increase of 7.4%, led by its Hollywood, CA location, which had almost a 14% increase.
During 2015, Disney dominated US theme park attendance with 9 of the top 10 spots. During 2016, its market share slipped, with Disney parks in only 6 of the top 10 spots.Slide3
TEA ascribes Disney’s lower attendance numbers to the company’s concentration of resources in its Asian parks, in addition to the competition from Universal’s Harry Potter attractions in both Hollywood, CA and Orlando, FL.
For 2017, TEA forecasts an increase Disney attendees with the opening of The World of Avatar at Disney’s Animal Kingdom. Universal is expected to increase attendance with its new Volcano Bay water park, which opened May 2017.
According to
Theme Park Tourist, the percentage of international visitors has decreased, while the percentage of local visitors has increased, leading to 2016’s lack of significant growth in attendance.
More Attractions, More Revenue OpportunitiesSlide4
In North America, water park revenues decreased by 0.7%, although Six Flags Whitewater, GA, and Hurricane Harbor, Jackson, NJ, generated increases of 5.0% and 2.0%, respectively.
Attendance at Disney’s Typhoon Lagoon and Blizzard Beach each declined by a little less than 1%, and SeaWorld’s
Aquatica
attendance decreased by 4%.In the 2017 Voice of the Visitor report, water parks scored an average of 4.05 (on a 5-point scale) when visitors were asked how likely they would return to the same park during 2017, which would result in a 0.7% decrease in water park attendance.
The Slide in Water Park AttendanceSlide5
Slightly more than half (52%) of visitors traveled more than 50 miles to visit a theme park, a decrease of 9% from 2015.
The largest demographic age group represented among visitors was
Millennials
, at 56% of water park visitors and 50% of theme park visitors, followed by Gen Xers at 27% of both water park and theme park guests.Perhaps, due to increasing theme and water parks’ ticket prices, the average income of their guests increased to $86,000. The average income in the US is $55,775.
Today’s Theme
Park GuestsSlide6
Parks will be offering more premium experiences to guests for an upcharge, such as $700 tents at
Tomorrowland
(Disney parks) and VIP spots for parade viewing.
Parks will be hosting more limited-time special events. At Epcot (Disney), for example, more than half of its 2017 schedule will include such special events as the Epcot International Festival of the Arts and the Epcot International Food and Wine Festival. Food at parks will be higher quality, healthier and more creative. Food will be integrated into the overall experience of the attractions rather than being consumed between rides.
Leveraging TrendsSlide7
Theme parks will increasingly use RFID technology, for example, Disney Magic Bands. The big data from these devices will enable parks to maximize revenue more efficiently, analyze guest activity and preferences and reward pass holders.
According to PGAV Destination’s 2017 Voice of the Visitor report, theme park visitors, at 45%, were the overall attraction visitors more likely to download theme park apps.
The 2017 Voice of the Visitor report also revealed that the largest percentage of visitors, or 47%, wanted theme and water parks to be able to scan admission tickets for quicker entry, while 46% wanted automatic discounts for members and season pass holders.
Tech at the ParkSlide8
Local, regional and smaller amusement parks could distinguish themselves from the giant corporate parks by significantly improving food and beverage choices, making them healthier and featuring locally-grown
items.
Halloween is typically a major promotional occasion at amusement parks. To promote children’s safety at Halloween, especially during Trick-or-Treat, offer a free Halloween Safety Kit (small flashlight, reflective stripes for costumes, etc.) with qualifying admission.
Consider an adults-only “Harvest Moon” promotion (September 6, 2017) or “Hunter’s Moon” promotion (October 5, 2017), with appropriate refreshments and activities. Erect telescopes in an open, unlit area with amateur astronomers showing features of the Moon to guests.
Advertising Strategies Slide9
A custom app should be a social media marketing priority for local, regional and small amusement parks, as amusement park visitors are the audience most likely to download and use these apps.
Plan a one-hour, live-streaming program with a host and special guests (e.g., local professional sports athletes) at the park. Interview visitors about what they experienced that day: what rides they liked the best, new food/beverage items tried, etc.
Promote a “Wear a Weird Hat Day” or “Funny T-Shirt” Day, with an admissions discount for everyone who participate. Take photos and videos and share them on the park’s social media, asking everyone to vote for the weirdest or funniest, and with a prize for the winner.
New Media Strategies Slide10