by

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:

http://en.wikipedia.org/wiki/Theme_park

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.

Space

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.

 

Time

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

http://seaworldparks.com/en/seaworld-orlando/Book-Online/Tickets/Tourists/Single-Park

Walt Disney Theme Parks Orlando offer different passes with length of 1 day to 10 days for one single park or all four parks.

http://tickets.visitorlando.com/Walt-Disney-World-Resort/?s_kwcid=TC|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.

http://disneyworld.disney.go.com/tickets-passes/

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.

 

Price

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:

http://www.universalstudioshollywood.com/tickets/type/special-offers-outer/

 

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.


 

11,479 thoughts on “Revenue Management–Theme Park Industry”

  20. It was a pleasure to read your essay. I’m eagerly awaiting your next post. Warmest regards for the next improvement! This is a really effective and interesting post. Take advantage of your free time to play fnaf security breach and embark on a new journey!

  25. Thanks for your post. I’ve been thinking about writing a very comparable post over the last couple of weeks. I’ll probably keep it short and sweet and link to this instead if thats cool. Thanks. Phy 補習班

  26. I can’t even begin to envision dedicating the necessary time to research, let alone write an article of this nature. Your work exceeds my expectations.

    Vexanshop

  28. You can definitely see your skills in the work you write. The sector hopes for even more passionate writers such as you who are not afraid to say how they believe. At all times go after your heart.

    Pinjaman

  29. I’m amazed, I must say. Rarely do I come across a blog that’s both educative and interesting, and without a doubt, you have hit the nail on the head.
    The issue is something too few people are speaking intelligently about. I’m very happy that I found this in my search for something regarding this.

    Investasi

  31. Thanks for the tips guys. They were all great. I have been having issues with being fat both mentally and physically. Thanks to you guys i have been showing improvements. Do post more.
    soccer coaching

  32. The chancerne is a captivating astronomical phenomenon that continues to intrigue and astonish stargazers around the world. Its ethereal beauty and mysterious nature add an extra layer of wonder to the vast expanse of the night sky by the chancerne

  36. Eid al-Fitr, one of the most joyous and significant festivals in the Islamic calendar, marks the end of
    Ramadan, a month-long period of fasting, prayer, and reflection. As the
    crescent moon graces the sky, Muslims around the world come together to
    celebrate this auspicious occasion with heartfelt wishes, traditional
    festivities, and fervent prayers. In 2024, Eid al-Fitr promises to be a time of
    renewed hope, unity, and gratitude.

  37. Thanks for taking the time to discuss that, I feel strongly about this and so really like getting to know more on this kind of field. Do you mind updating your blog post with additional insight? It should be really useful for all of us.
    kumusha wines

  38. I appreciate the valuable insights you provide in your articles. I’ll be sure to bookmark your blog and return regularly for updates. I’m confident I’ll discover plenty of new information here! Best of luck with your future posts!

    Air Track Mat

  40. Exploring resources like those on PhDResearchProposal.org has been instrumental in shaping my academic path. The guidance and insights offered have helped me refine my research proposal buy online and approach my studies with clarity. Grateful for the invaluable support as I journey through the world of academia.

  49. Watch the Godzilla movie is a science fiction film and the third film in the MonsterVerse series that pays homage to Godzilla’s terrifying power and size. The film is led by Brian Tan. Times Sally And it tells the story of the discovery of a serpent that brings chaos in the world and the struggle for human survival in the game. The relationship between humans and Godzilla creates suspense and excitement.

    Godzilla begins when a mysterious expedition in the mid-Pacific comes across the tracks of a serpent in a large vent beneath the Earth’s surface. The study’s findings put the world on the brink of an extraordinary collapse. When humans have to face a serpent that is devoid of kindness and is violent towards humans at the same time. Humans have had to study and discover that serpents are not the only enemies that must be faced. There is Godzilla, who

    It’s a huge monster that accident must use its power to defeat the snakes and protect humans. Dealing with Godzilla isn’t just a movie about a monster that goes to a city and destroys everything. But there is also a story of learning and connection between humans and Godzilla that makes the audience breathe for the actors. Paying attention to the actor’s sense of personalityดูหนังก็อตซิลล่า

  50. It has fully emerged to crown Singapore’s southern shores and undoubtedly placed her on the global map of residential landmarks. I still scored the more points than I ever have in a season for GS. I think you would be hard pressed to find somebody with the same consistency I have had over the years so I am happy with that. crypto fintechzoom

Leave a Reply

Your email address will not be published. Required fields are marked *