Revenue Management–Theme Park Industry

Industry Overview

Theme parks, primarily engaged in operating a variety of attractions, such as mechanical rides, water rides, games, shows, theme exhibits, refreshment stands, and picnic grounds, are physical locations for the enjoyment of a large group of people.

During the Gilded Age, many Americans began working fewer hours and had more disposable income. With new-found money and time to spend on leisure activities, Americans sought new venues for entertainment. Theme parks, set up outside major cities and in rural areas, emerged to meet this new economic opportunity. These parks reflected the mechanization and efficiency of industrialization while serving as source of fantasy and escape from real life.

You can learn the theme park history from link below:

There are about 1305 currently operating theme parks in the world that have at least one roller coaster. In U.S. along, there are 267 operating parks. Theme Parks will offer great relaxation for everyone from small children to old people. Those who want to take a world trip can get great fun and enjoyment by visiting the best theme parks around the world. Here are some of the top theme parks around the world:

Magic Kingdom Park at Walt Disney Word:

Epcot, Olando U.S.

Tivoli Gardens, Danmark

Ocean Park, Hong Kong


The stability of the theme park industry is a function of many different factors that affect attendance rates and admission prices. Theme park admission prices are influenced primarily by attendance rates, which vary according to the quality and amount of marketing, product and software additions, competitors’ actions, weather, economic conditions, gasoline prices, and government regulations, among other factors.


Theme parks usually have both the direct revenue generating methods (e.g. the admission to the rides and attractions) and the indirect revenue generating methods (e.g. restaurants, retail stores, picnic areas, etc).

Generally speaking, theme parks sell spaces implicitly.

  • Theme parks sell admissions to customers not by the size of the spaces that customers will occupy. Customers will get access to all the attractions which admission fee covers, freely.
  • Theme parks divide up the whole spaces into attractions, F&B areas, shopping areas, convention areas, etc. Unlike hotels sell rooms and airlines sell seats, parks don’t sell specific divided space to their customers. However, those function areas are all revenue streams to parks.

Theme parks use their space to generate revenue from different streams. For example, admission to access to the attractions, in-park restaurants, shops, recreation such as fishing, golfing, picnic area and party place. To attract corporate business, some theme parks even have decent convention centers. For example, The Thorpe Park of Surrey, England, is the best water ride park in Europe and one of the leading business convention center in Britain.


My suggestions to theme park is:

  • Develop on-site accommodation.  Disney resort shows a good example to the industry to attract customers stay more days at park and to enhance theme park experience by accommodate customers on-site. Also, on-site accommodation will be an effective way to attract conferences and corporate business to the park.



Theme parks sell time explicitly.

Usually, theme parks sell tickets based on the length of time. Selling the time explicitly gives parks the control of service duration. The length could be by days, by week, or even by year.

For example, SeaWorld Orlando has “single day with 2nd visit free” pass

Walt Disney Theme Parks Orlando offer different passes with length of 1 day to 10 days for one single park or all four parks.|10370|disney%20world%20tickets||S|e|9657284354

You can even get an annual pass from Disney World if you are a super fan of Disney or you live in the neighborhood of those parks.

Depending on length of ticket purchased, the average price per day for a 7-day Magic Your Way Base Ticket is less than half the price of the same single-day ticket. It’s like saving over 50%.

Other than selling the time explicitly, I would suggest theme parks to think of splitting time by below ways:

Seasonality. Theme parks’ hot seasons are normally on the spring break and summer break when children are out of school. Selling school break pass will attract more attendance from the family section.

Performance/events time. For those who don’t want to spend a whole day at park, but are attracted by certain performances/events, selling a performance time to them will be a good way to satisfy them and increase revenue.



The price of admission to amusement parks generally includes access to rides and attractions, as well as live entertainment. Customers pay extra money for services such as concessions, arcades, specialty rides/attractions (e.g. bungee jump), and merchandise, including t-shirts and toys.

An admission rate is an all-inclusive price paid to gain access to all rides, attractions, and live entertainment offered by the sample unit. These rates are typically tiered for different types of buyers (e.g. child, adult, senior, family).

To justify price discrimination, theme parks have both the physical and non-physical choices.

  • Physical rate fences include different admission packages based the type of amenities and inventory, such as one day ticket plus shuttle, combo ticket for two (or more) parks, admission with food packages, and admission with accommodation and food, etc.

See how universal studio charges for different packages:


SeaWorld Orlando’s “All day Dinning” pass


  • Non-physical rate fences includes rates for different time of usage (e.g. annual pass, 7 days pass, 3 days pass and one day pass), family packages (e.g. SeaWorld Orlando provides “buy two adults tickets get one kid ticket free”).

See how Disney prices annual pass with different restrictions:

I would suggest theme parks justify price discrimination by using more creative physical and non-physical rate fences. For example, VIP pass to give priority to customers who want to avoid waiting lines by paying more. Private guide pass will offer customers private tour guide service if they want to pay more.


97 thoughts on “Revenue Management–Theme Park Industry

  1. Fire Safety Education is your preferred source for fire prevention and public safety education materials and the best way to alert all ages about the importance of fire safety. We offer a full-line of pamphlets, coloring books, activity books, videos, advertising specialties and promotional items to assist you in getting your fire safe message out to your community. Almost all of our materials may be custom imprinted with your personalized message to increase community support and awareness of your fire department program. For more Info: –

  2. Fire is a serious threat to a college student’s safety. Unlike crimes or personal attacks that typically only harm one victim, fire usually affects all people living in a residence hall. Fire has no conscience. It does not discriminate or select its victims. You can’t negotiate with it. For more Info: —

  3. Fire protection specialists develop solutions that protect individuals, property, homes, and buildings from fire damage. These professionals often use sophisticated modeling software to analyze the risk of fire at various locations. Fire protection specialists can be fire inspectors or occupational health and safety technicians. This occupation requires at least a high school diploma; training and certification requirements can vary. For more Info: —

  4. It is important to have a basic understanding about how a fire occurs and behaves within a building. Essentially, fire is a chemical reaction. A carbon-based material (fuel) mixes with oxygen (usually a component of air) and comes in contact with something hot enough to heat this mixture so that combustible vapors are produced. For more Info: —

  5. All-in-one solution for your event management needs. Learn More. Easily manage all your events, regardless of type or size, with our event management tool. Powerful Registration. Reduce Costs. Seamless Integrations. Increase Productivity. Post Event Surveys. Robust Data Analytics. For More Info:-

  6. EventBH is a simple mobile business matchmaking app that helps event meeting planners to organize, communicate and interact with event participants effortlessly. By using this business matchmaking app you can effortlessly schedule meetings with other event attendees by setting agendas.
    For more info:-

  7. EventBH is providing a comprehensive online event Check in app for event organizers to host trade shows, conferences, seminars, workshop events, all-round the year at affordable prices. Sell your tickets smartly through our online event check in platform. User-friendly tool with faster payment gateways for seamless event Check in app processes. It provides a robust technology for event Check in app to all event planners to handle volume of visitors at your event.
    For more info:-

  8. EventBH is a mobile application for conferences, event management that provides different types of event management solution like business matchmaking, event registration, onsite management, lead retrieval & event mobile app. It is cost effective and easy to understand in nature. To know more about EventBH, you can visit Event Management Software | Onsite Event Management | Event Registration app. For more Info:-

  9. Theme parks can generate a lot, Polin Aquariums and VGP Marine Kingdom signed a deal in Dec 2018 for Marine Kingdom in India, if all goes well then as above revenue management is always required. One can read more here about the deal for the theme park: Marine Hobby

  10. It’s a great and great website, so it’s always impressive. Thank you for the good information that makes you understand and get lots of new knowledge.

  11. As we all know about the NEET exam, and everyone wants to secure their seat in this medical sector. This entrance test required an excellent platform for preparing and Neet Made Easy Institute is the perfect arena to choose for this purpose.

    Best neet coaching centre in delhi

  12. Business matchmaking services from EventBrew can help you with increase sales matching you with high quality leads. Ongoing reminders, carefully designed personal consultancy service offering and automated reminders will make sure all communications are streamlined and pave the way to a successful business relationship.

  13. Our event registration software platform adapts to the event. It integrates seamlessly with EventBrew, or you can generate the guest list through an Excel import or via the registration form. Event registration forms are branded, mobile-responsive and support multiple, conditional fields types. Create multiple tickets types and integrate with payment gateways for smoother ticket sales

  14. WBMDFC Scholarship is availabe for Minority Communities. Check Pre & Post Matric, Merit-Cum-Mean, Swami Vivekananda, TST Scholarships Eligibility, Last Date, Amount, Application Form, Renewal & Helpline No.

  15. To guarantee that there are no ambiguities, demand that your last payday credit sum is explained in dollars and pennies. This will enable you to realize what you have to pay, when your payday credit is expected.Swim with dolphins Kona

Leave a Reply

Your email address will not be published.