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ATTRACTION PARK
“ADULTS ARE ONLY KIDS GROWN UP, ANYWAY” - WALT DISNEY
Attraction parks are big business.
The creation of the infamous Coney Island Sea Lion Park, in 1895, paved the way towards modern entertainment design. Santa Claus Town, which opened in 1935, is regarded as the world’s first “true” attraction park. In the 1950s, Disneyland changed the way people viewed attraction parks, as it was separated into several different regions, each with its own themed entertainment design, such as Fantasyland or Frontierland, and a tie up to other enterprises like television, movies and merchandising.
With the largest percentage of the world’s middle class population, Asia Pacific ranks as an important market for attraction parks. While Bangkok, Singapore and Kuala Lumpur vie to become tourist destinations for this emerging middle class family market, attraction parks are becoming central to attracting visitors. This results in huge investment in new entertainment facilities by attraction park operators, and extending their services into catering and accommodation.
LAYING THE GROUNDWORK
Attraction park operators must work with the local communities and governments to meet the required local environmental and social cultural standards, and (inter)national regulations, by managing large areas of land which must be bought, leased or rented, depending on the organization’s financial management strategy.Governments rely on the private sector to provide the financial capability to invest, build, attract and integrate attraction parks, and continually supply:
- New rides, activities and exhibits;
- Maintain good transportation systems;
- Offer attractive food options;
- Provide accommodation.
ATTRACTION PARK CHARACTERISTICS
Traffic into attraction parks is highly seasonal. Because of this, operators must understand their market and consumer demographics to ensure they can accommodate visitors at peak periods, while still generating revenue during low season. Visitors’ experiences are key to the growth of attraction parks.
With EASI’s innovative RFID wristband, visitors can enjoy the facilities without having to carry cash. The wristband can be used as an eWallet and can identify single identity or VIP pass by bundle purchase for express lane.
RUNNING THE BUSINESS
Attraction park operators need the know how to combine creative and commercial demands to ensure success.They must capitalise on rides, activities and exhibits by linking them to merchandise to generate revenue. To avoid high fixed costs and low variable costs, attraction park operators need to ensure consistent traffic via price differentiation across seasons, special rates for early bookings, bundling offers with other tourist facilities in the region and meeting customer demand for new and exciting innovations in their services to cater for different age groups.
To keep ahead of competitors, attraction park operators must:
- Understand their customers’ needs and demands;
- Continually upgrade innovations and attractions;
- Finally, seamlessly integrate the design and landscaping of attraction parks to enhance visitors’ experience – from parking, to attractions, exhibits, toilet facilities, tour guidance, food services and souvenir sales.
In addition, these elements must run smoothly to avoid congestion and minimize waiting times :
- Schedule and demand for rides;
- Timing of activities and exhibits;
- Measure usage of supporting facilities;
- Manage staff to visitor ratios.
EASI solution will provide real time crowd control in the park to keep within the limit threshold, enable flexible price bundling by percentage for different rides and park entry as well as work out the revenue distribution for collaborative attractions.
