Services Marketing in Theme Parks v6

Services Marketing in
Theme Parks
MGMT E-6020 | Fall 2011
Submitted on Dec 12, 2011 by:
Zeynep elge
Ellen E! Mc"arthy
#assan $sman
%agh&nathan T! Saranathan
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Services Marketing in Theme Parks
MGMT E-6020 Fall 2011
Table of ontents
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)-! Market Segmentati+n!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 1.
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I. Overview
According to a 2011 report, the amusement park and arcade industry in the
United States includes about 3,000 establishments and boasts combined annual
revenue of roughly $13 billion !lose to "#$ of the combined annual revenue is
generated by the #0 largest companies in the industry %hree of the largest companies
include &alt 'isney, Sea&orld, and Universal (arks ) *esorts
1
%his analysis places
focus on specific locations of these 3 larger companies+ ,agic -ingdom at &alt 'isney
&orld ./ake 0uena 1ista, 2/, USA3, Universal Studios at Universal 4rlando .4rlando,
2/, USA3, and Sea&orld 2lorida .4rlando, 2/, USA3 %he focus on 2lorida locations
is in line 5ith tourism concentration for large theme park attractions
67cluding arcades, according to the 8nternational Association of Amusement
(arks and Attractions .8AA(A3 .20093, there are more than :00 amusement parks and
attractions in the United States and the largest ones are located in !alifornia and
2lorida;
2
%he 4rlando 1isitors 0ureau estimates that in 4rlando alone a person 5ould
need :1 eight<hour days to visit all of the attractions 4rlando has to offer
3
According to
themeparkinsidercom, all 3 2lorida<based parks included in this analysis are on the list
of %op 10 %heme (arks in the US as determined by 2010 attendance
:
II. Positioning and Value Proposition
,agic -ingdom, Universal Studios, and Sea&orld are all successful
entertainment destinations for reasons that are both similar and uni=ue to each service
organi>ation 6ach company?s success is driven in part by clearly articulated
positioning tied to specific value propositions, as 5ell as a focus on social and
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environmental responsibility -ey to any service organi>ation is positioning, 5hich
distinguishes a brand from its competitors by creating a @uni=ue selling proposition
relative to the competition;
#
&hile each of these theme parks does not e7pressly state
a particular positioning statement to the public, it is clearly evident from each park?s
5ebsite ho5 each park hopes to distinguish itself, as 5ell as ho5 each helps
@prospective customers to get a mental @fi7; on 5hat to e7pect; given the @intangible,
e7periential nature; of the service
A
%ied closely to positioning is a company?s customer value proposition .!1(3,
5hich is the @sum of benefits the customer 5ill receive; %he !1( e7plains 5hy the
customer should buy the service and also serves to differentiate the company from its
competitors
B
%he !1( is typically used as a marketing strategy 5hich, coupled 5ith
positioning, focuses on distinguishing the brand
"
&hile there are several components
to the !1(, a key component of a theme park?s value proposition is the servicescape,
5hich is touched upon later in the analysis
9
8n terms of servicescape it can be stated
that @physical surroundings help to shape appropriate feelings and reactions in
customers and employees; ,any theme parks effectively use the servicescape
concept to enhance their service offerings by creating, for instance, a fun, high energy
environment coupled 5ith thematically costumed characters and bright colors
10
,agic -ingdom is said to provide @classic e7periences that pay tribute to &alt
'isney?s concepts and designs; 5hile capturing @the enchantment of fairy tales 5ith
e7citing entertainment, classic attractions, backstage tours and beloved 'isney
characters; %he park is designed in a 5heel<like pattern, 5ith the center in front of
!inderella?s !astle and @path5ays .that3 spoke out across the 10B acres of ,agic
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-ingdom theme park and lead to si7 5himsical lands;
11
%he ,agic -ingdom
5ebsite e7plains that, as you, the visitor, meander through these si7 lands, you @see
ho5 fantasy becomes reality 5hen you learn ho5 to be a pirate, match 5its 5ith funny
monsters and con=uer mountains Cet s5ept up in the spectacle of splendid parades
and fire5orks sho5s at ,agic -ingdom theme parkDitEs here that dreams come true for
children of all ages;
12

8t is clearly evident from the park?s 5ebsite that the goal of the park is to provide
an enchanted e7perience through various outlets, and that the park is designed to
appeal to all children, regardless of age, including the adult 5ho is a child at heart
*ides and attractions focus, for the most part, on nostalgic or ne5er characters, 5hich
is in keeping 5ith the park?s appeal to all ages *ides include %he Fall of (residents,
%he ,any Adventures of &innie the (ooh, (eter (an?s 2light, and ne5er attractions
such as 0u>> /ightyear?s Space *anger Spin 2or those seeking more speed, the park
offers rides like Space ,ountain
13
%here are options that appeal to everyone
8f one had to create a specific positioning statement for ,agic -ingdom it might
be as follo5s+ For children of all ages who wish to see their dreams come true,
Disneys Magic Kingdom is an enchanted land that provides visitors with whimsy and
memories to last a lifetime. Unlike some theme parks, the Magic Kingdom celebrates
imagination, fantasy, and the past and future, while providing wholesome fun for the
entire family.
!
%he emphasis on being a 5holesome, great time for visitors of all ages is
a key component of ,agic -ingdom?s positioning and value
8n contrast to ,agic -ingdom, Universal Studios is marketed as a place 5here
visitors can @go behind the scenes, beyond the screen, and Gump right into the action of
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HtheirI favorite movies at the 5orldEs premier movie and %1 based theme park; %he
park caters to the belief that @8t?s everybody?s fantasyJ to leap through the screen and
find yourself in the middle of your favorite motion pictures; and makes @K4U become
the star of some of the greatest movies and %1 sho5s ever made;
1#
A =uote from
Steven Spielberg, the park?s creative consultant, is prominently featured on the site,
driving the message home by stating @Universal puts people inside incredible and
timeless stories and gives them a chance to discover their o5n inner hero;
1A
/ike the
,agic -ingdom, core aspects of Universal Studio?s positioning are fantasy and fun, but
these traits are positioned in very different 5ays &hile ,agic -ingdom targets younger
children and 5holesome family fun, Universal Studios targets older children and adults
by focusing on the edgier aspects of the same concepts 67citement is approached in a
different 5ay at each location
8t is clearly evident from the park?s 5ebsite that Universal Studios focuses on
being vie5ed as not only a place 5here visitors can feel and e7perience being a part of
their favorite movies and %1 sho5s, but also focuses on being 4rlando?s best attraction
8n keeping 5ith the park?s focus, the site?s 5ording throughout suggests e7citement,
movement, and action A section of the site is devoted to 5hat the park has to offer and
highlights e7citing rides to appeal to potential visitors %he tag line of the park?s 5ebsite
offers a glimpse at one of the park?s main focuses < @Kour 4rlando 1acation
'estination;
1B
%he follo5ing e7cerpt from the park?s 5ebsite also supports
Universal Studios? position as %F6 park to see in 4rlando Universal Studios is
described as
"more than a theme park. #ts an entire universe of action and thrills . . . unlike
anything else in $rlando . . . %very member of the family can share unforgettable
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e&periences together. 'ou can have the ultimate adventure, en(oy fun with your
kids, re(uvenate yourself, have a romantic dinner, challenge yourself on
incredible theme park rides, and rela& by the pool in a beautiful Florida setting. . .
)obody puts you in the picture like Universal *tudios
+
. ,ere an ama-ing array of
rides, shows and attractions make '$U the star, putting you right in your favorite
scenes from your favorite movies and ./ shows. Universal *tudios is the only
place on earth where you can e&perience all the nail0biting e&citement, all the
pulse01uickening thrills, all the side0splitting comedy of the greatest movies and
./ shows ever created2 with '$U right in the middle of the action34
1"

%he park focuses specifically on being 4rlando?s best attraction for good reason
A popular belief is that 4rlando is @broken do5n into the categories+ 'isney and Lall
othersL;
19
8t is key to the park?s livelihood to distinguish itself as better than any other
attraction in 4rlando, including 'isney?s parks, like the ,agic -ingdom An important
value proposition that Universal focuses on is convenience as compared to 'isney As
0ob Cault, former (resident and !44 of Universal Studios, puts it,
"$ur guests, the ones who have stayed at Disney before, are telling us that our
destination is much more convenient. #t is more user friendly. $ur canal system
makes everything convenient to everything else. Unlike Disney which is spread
over thousands of acres, it5s a great deal easier to get around here. 'ou5re (ust a
five0minute walk or boat ride to anything in the destination. 6eople really en(oy
that synergy and convenience.4
20
%he selection of rides that Universal Studios has to offer is key to attracting
potential customers *ide highlights include, but are not limited to, descriptions of %he
Simpsons *ide, *evenge of the ,ummy, and ,6M 8M 0/A!- Alien Attack 6ach ride
description emphasi>es e7citement 2or instance, the ,en in 0lack ride, targeted for
visitors ages ten and under, is described as @All right rookiesJ this is no drillN 8tEs up to
K4U to protect the 6arth from aliens in ,6M 8M 0/A!- Alien Attack As an agent
trainee, youEll >ap aliens as you chase them through the streets of Me5 Kork in this high<
tech, interactive ride based on the hit movies 0ut be 5arned these aliens >ap back,
spinning your vehicle out of control!7
21
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8f one had to create a specific positioning statement for Universal Studios it might
be as follo5s+ For movie and ./ enthusiasts who want more than (ust a theme park,
Universal *tudios $rlando is an entire universe of action and thrills that provides every
member of the family an unforgettable e&perience that can be shared together. Unlike
other theme parks in Florida and the U* at large, Universal *tudios $rlando has an
ama-ing array of rides, shows and attractions that make '$U the star and put '$U
right in the middle of the action. %he emphasis on K4U is key and can be recogni>ed
as a core aspect of the park?s positioning and value
Sea&orld distinguishes itself in a markedly different 5ay as compared to ,agic
-ingdom and Universal Studios &hile Sea&orld 2lorida also offers rides and
attractions, the main focuses are on e7periences 5ith animals, education, and the
conservation of marine life %hese focuses are readily apparent on Sea&orld 2lorida?s
5ebsite 8n a departure from the @about us; features of the ,agic -ingdom and
Universal Studios 5ebsites, Sea&orld does not offer an @about us; section %hat being
said, Sea&orld?s focus is immediately noticeable 8n addition to highlighting different
park attractions and e7periences, there is a section on the main page of the site
concerning 6ducational, as 5ell a link to !onservation %hese 5ill both be discussed
further later in the analysis
22
Sea&orld has fe5er rides and attractions than ,agic
-ingdom and Universal Studios but, per the main sites tagline, the park is 5here
@&here &orlds !onnect,; 5hich is in keeping 5ith 5hy the site?s focus is on animal
e7periences and not simply on rides
23
Sea&orld 2lorida, like ,agic -ingdom, is meant to be a mello5er e7perience
than Universal Studios &hile both ,agic -ingdom and Universal Studios can easily
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get heavily lined, @even 5hen it is cro5ded, you get the sense that Sea &orld is
designed to offer more of a mello5 stroll;
2:

8f one had to create a specific positioning statement for Sea&orld 2lorida it might
be as follo5s+ For animal lovers who desire not (ust rides but e&periences, *ea7orld
Florida is a destination like no other, one that provides every member of the family
unforgettable memories with each other and some of the worlds most ma(estic marine
animals. Unlike other theme parks, *ea7orld Florida brings the wonders of the ocean
directly to you through an array of rides, shows, attractions, and educational
e&periences. %&perience *ea7orld, where worlds connect, and gain an even deeper
appreciation for the ocean and its inhabitants. %he emphasis on connection and
e7periences, rather than rides alone, is key to the park?s positioning and value
Cenerally, parks in 2lorida tend to be segmented into t5o categories O 'isney
parks and all other parks @%he Lall othersL have banded together, in a 5ay, by creating
the 4rlando 2le7 %icket, 5hich packages admissions to Sea &orld, Universal Studios,
8slands of Adventure, the &et En &ild &ater (ark and the 0usch Cardens (ark in
%ampa;
2#
0y using this option, visitors can see Sea&orld for unmatched marine life
e7periences and Universal Studios for e7citing and edgy movie and %1 fun, all 5hile on
the same trip, and perhaps even in the same day
%he positioning and value propositions of all three parks are clearly articulated
and deliberate %he park?s 5ebsites leave little, if any, =uestion or doubt in the potential
visitors mind of 5hat to e7pect %o bolster this Gudgment, it is crucial to note that all
three park 5ebsites have e7tensive sections devoted to helping potential visitors plan
their trips to get the most out of the park e7perience, and the overall e7perience of
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vacationing in 2lorida 8ncluded are tips of dining, transportation, lodging, and much
more Universal Studios goes as far as to have a specific link for 2lorida residents,
5hich offers special discounts ,agic -ingdom offers, under @(lan Kour 1acation,; a
,oms (anel Advice area and also a /et the ,emories 0egin area 5here people can
post pictures of their family memories to give other visitors a glimpse at 5hat can be
e7pected
2A
8n its @-no5 0efore Kou Co; section, Sea&orld?s 5ebsite, like ,agic
-ingdom and Universal Studios, offers ride information, parking information, addresses
fre=uently asked =uestions, and provides helpful tips on other topics
8t is important to note that all three parks focus on social responsibility and the
environment %he findings of a study by Familton et al .19933 of these three
companies suggest that @the three theme park companies have embedded the idea of
their !S* activities in their vision, mission, business models, and strategies %heir
!S* activities are linked 5ith their overall corporate vision, mission, and business
strategies;
2B
%he study states that
"in addition to their e&tensive 8*9 activities, perhaps the most important social
contribution of the theme park companies studied is their commitment to 1uality
entertainment and their goal to educate and inform their customers and
employees. :ll these three theme park companies are known globally for offering
e&emplary entertainment.4
2"
'isney, as a larger company, has a !S* strategy that focuses on children and
families and is meant to
"encourage positive development of children by making content of products and
services appropriate for kids of all ages. #n addition, partnering with parents and
creating safe environments for children not only in theme parks but also outside
the theme park environment.4
29

%he company?s overall !S* strategy reads+
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"7e believe that being a good corporate citi-en is not (ust the right thing to do; it
also benefits our guests, our employees and our businesses. #t makes the
company a desirable place to work, reinforces the attractiveness of our brands
and products and strengthens our bonds with consumers and neighbors in
communities the world over. #t is evident that children and families are key in the
companys 8*9 efforts< 8hildren and families are at the heart of so much of what
we do at Disney, which is why setting positive e&amples through the
entertainment and e&periences we produce is critical to our business approach.4
30

8n addition to a focus on children and families, 'isney?s !S* efforts point to
environmental consciousness as 5ell
"*ince the companys earliest days, conservation and their environmental efforts
have been recurring themes in the companys offerings . . . the company
focuses on water and energy conservation, greenhouse gas emissions
reduction, waste minimi-ation, ecosystem conservation, and inspire action.4
31

Universal Studios, like 'isney, focuses on corporate social responsibility and the
environment %here is a particular focus on 2lorida, in keeping 5ith the park?s
positioning as the best attraction in 4rlando %he park?s social responsibility efforts
focus on @environmental sustainabilityP learning developmentP public education early and
post secondary educationP diversity issuesP child abuse, neglect, and prevention of bothP
foster care O meeting the needs of our young peopleP and children 5ith life
threateningQserious illnesses or 5ith disabilities; through a variety of mediums, including
the 5ork of the Universal 4rlando 2oundation %he 2lorida focus is evident from an
e7cerpt from Universal?s Universe of !aring 5ebsite, 5hich is mentioned in the study+
"Universal $rlando is committed to being the = entertainment destination in the
world while improving the 1uality of life where our team members live, work, and
play. >eing a good corporate citi-en and employer of choice is a top priority for
our company. 7e do this because it will result in a better 8entral Florida for all of
us and because it is the right thing to do ?. . .@ Universal $rlandos 8ommunity
9elations efforts, along with the Universal $rlando Foundation grant0making
program, focus on the areas of education, children, and families.4
32
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/ike 'isney, Universal Studios sho5s a commitment to environmental initiatives
in areas including conservation, recycling, education, and designing environmentally
friendly attractions %he company at large developed an initiative called @Creen is
Universal,; 5hich sho5s their @commitment to bringing an environmental perspective to
their net5orks, platforms, audiences, and communities; %he follo5ing is a statement
from the dedicated Creen is Universal 5ebsite, 5hich can be reached from the main
Universal Studios site, as 5ell as Universal 4rlando?s site+
""Aoing green4 is no small undertaking B whether you are a big media company
or an individual hoping to make a change B so well be posting all of our e&citing
news on this site along with green tips, green clips, and a fast0paced blog
covering everything were doing at )ational >roadcasting 8ompany C)>8D
Universal *tudios $rlando, and beyond. 7e hope youll dive in, (oin the
conversation, and help us make "green4 as universal as we can.4
EE
%he park?s green initiatives are evident in the building of rides such as %he Simpsons
*ide, through 5hich @Universal 4rlando HhasI employed a variety of technological
innovations in the design and construction and are ushering in a ne5 era of
environmentally conscious theme park ride construction;
3:
According to the study, Sea&orld at large has a social responsibility philosophy
stated as follo5s+ @our longtime belief has been @,aking 2riends is 4ur 0usiness;;
Sea&orld?s initiatives can be categori>ed as responsibility, environment, people,
community, and accountability %he study further sites that @the company rescues,
rehabilitates and releases more marine animals than any other company; and, as @a
leader in animal rescue and rehabilitation, Sea&orld has supported conservation
proGects 5orld5ide for more than 30 years; 8n addition, @as one of the 5orld?s leading
marine mammal rescue and rehabilitation facilities, Sea&orld routinely assists 5ith
efforts to save 5ildlife around the 5orld Since 19B0, our staff of animal care e7perts
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and veterinarians has helped rescue more than 1#,000 animals;
3#
8t is =uite clear that
all three parks have strong positioning that is bolstered by socially and environmentally
responsible practices and focus
III. Brand Identity
&hile a company?s positioning strategy and value proposition are pivotal in terms
of developing market strategy, so too is a company?s brand identity 0rand identity is
comprised of the @visible elements of a brand .such as colors, design, logotype, name,
symbol3 that together identify and distinguish the brand in the consumersE mind;
3A
As
mentioned as a key component of value proposition, the servicescape comes into play
5ith each park?s brand identity 8t is evident from the park?s 5ebsites alone that all three
companies have strong, cohesive brand identities, 5hich help each remain
recogni>able, target customers, and attempt to gain recurring business %he key
concepts to each park?s brand identity are characters and stars
3B
,agic -ingdom?s brand is best captured by its @&here 'reams !ome %rue;
mantra, a phrase that reflects the park?s focus on enchantment, 5himsy, and being a
place 5here the entire family can create memories and enGoy a 5holesome
e7perience
3"
%he key component of ,agic -ingdom?s brand identity are the 'isney
characters, 5hich greatly impact the park?s servicescape and are featured in character<
themed merchandise, on the 5ebsite, in commercials, through the various attractions,
and also as a live presence in the park
As previously stated, characters are of great importance to the ,agic -ingdom
and larger 'isney brand As *- -elley, C, of entertainment for the ,agic -ingdom,
puts it
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"Meeting a character sometimes has meaning way beyond the obvious. .hat
hug and that interaction ?between a costumed character and a child@ stimulates
ama-ing and sometimes unbelievable response. . . 6eople have been asking for
more. :s soon as we added more, we began getting fabulous feedback, both
from our in0park surveys and from letters that we received.F
39

&alt 'isney &orld *esort (resident Al &eiss has commented that there are no5 more
characters in the park than ever before @,ost of the buildup in characters over the past
year has been in the ,agic -ingdom 8tEs really the home of the characters at &alt
'isney &orld, 5here fantasy reigns;
:0
At the ,agic -ingdom, children can get pictures
taken 5ith their favorite characters, dine 5ith them, and buy merchandise connected to
them 'isney has a Lfull house of characters, ranging from the early cartoon
classics to the ne5er animated characters including 0u>> /ightyear, 5ho has his
o5n dark<ride at the ,agic -ingdom at &alt 'isney &orld in 2lorida %he LrealL 0u>>
/ightyear can be found hanging out in =ueue area;
:1
/ike ,agic -ingdom, Universal Studios brand identity is based on characters as
5ell Universal?s branding strategy is best captured by it registered phrase @Mobody
puts you in the picture like Universal Studios;
:2
-ey to the brand strategy is the
emphasis on K4U and your connection to the characters and themes 8n numerous
areas the site emphasi>es K4U, the visitor, as being in on the action 2or instance,
5hen describing one of the rides, the site states @%ake Kour ,usic for a *ide on the all<
ne5 Folly5ood *ip *ide *ockit, the 5orld?s most technologically advanced roller
coaster 5here K4U pick the music;
:3
%his strategy is effective in making the visitor feel
like the e7perience is personali>ed 6mphasis on one simple 5ord can make all the
difference %he e7perience is about visitors of all ages feeling a part of their favorite
movies and %1 sho5s, not Gust that they are visiting a theme park %o bolster this
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strategy, Universal Studios, like the ,agic -ingdom, focuses on 5ell<kno5n characters
that visitors can relate to
%he maGority of attractions are recogni>able by name as tied to particular
characters, movies and television sho5s 67amples include %he Simpsons *ide, Shrek
:<', *evenge of the ,ummy, ,6M 8M 0/A!- Alien Attack, RA&S, 2ear 2actor /ive,
/ucy O A %ribute, A 'ay in the (ark 5ith 0arney, and %he 0lues 0rothers Sho5, to name
a fe5 8t is evident from these attraction names that various age demographics are
targeted, from children 5ho like 0arney, to young adults 5ho like Shrek, to older
generations 5ho like /ucille 0all and can appreciate the 0lues 0rothers and RA&S
::
%arget visitors for all three parks 5ill be e7amined further in the market segmentation
portion of the analysis
As 0ob Cault, former (resident and !44 of Universal Studios, puts it
"7e strengthened our atmosphere entertainment so as people moved from
attraction to attraction they were constantly entertained, and that helped us raise
the level of energy in both of our parks. . . Disney is more focused on families
with younger children. $ur intellectual property that we base our parks on is
edgier. #t5s more intense. #t5s more e&citing. #t5s more contemporary.4
!G

Universal Studios uses characters to drive this energy and synergy
Rim %imon, 1( entertainment of Universal Studios, said a
"balance of characters within the overall attraction mi& in the park is critical to
create the desired effect, to surpass the e&pectations of the guest. .he larger
number of characters Fon dutyF gives guests more opportunities for spontaneous
interaction. 6arks are filled with lots of people and, basically, visiting a park is
usually a group e&perience. ,ugging a character is a very intimate, one0on0one
activity that provides a truly interpersonal e&perience. #n most cases, the
number of people impacted by characters is greater than those impacted by
rides. .hat5s why it is so important to do it right.F4
Universal Studios, like other parks, emphasi>es its characters as part of the overall
appeal %imon has commented further that the park?s 5alk<around characters
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Lare the glue that holds the entire entertainment package togetherL
/ike 'isney, Universal has a lot of characters to 5ork 5ith 2or e7ample,
Universal Studios can use characters such as
"the Universal Monsters and FfaceF characters such as 8harlie 8haplain, .he
>lues >rothers, >eetle(uice, Marilyn Monroe and Hucy and 9icky 9icardo. . .
Universal also has the rights to a variety of popular )ickelodeon, ,anna >arbera,
and Dream7orks properties. 8urrently, the park is benefiting from having some
of the hottest cartoon characters out there today, including *ponge>ob
*1uare6ants, Iimmy )eutron, and *hrek.4
:A

%he character presence adds value to a guest?s visit /ike the ,agic -ingdom,
the park also @utili>es its characters in its marketing efforts, most recently featuring the
2rankenstein monster in its %1 spots; Also similar to the ,agic -ingdom approach is
the fact that visitors can 5alk out of an attraction, and the characters they Gust sa5 are
5aiting at the e7it to meet them @in the flesh;
:B
Sea&orld approaches brand identity in a markedly different 5ay as compared to
,agic -ingdom and Universal Studios Unlike ,agic -ingdom and Universal Studios,
Sea&orld does not place the same emphasis on characters, 5hich makes sense since
the park is not character driven 8t could be said that the @characters; the park features,
ho5ever, are its animals %he park?s 5ebsite features a @-no5 4ur Stars; section for
this purpose 8t is clearly evident that animals are highlighted and make up the park?s
brand focus %he 5ebsite also features a Shamu !am and a (enguin !am so that site
visitors can vie5 the animals in real time %hat being said, fine print lets the visitor kno5
that the animals featured are at the San 'iego location
8n addition to highlighting characters as part of brand marketing, all three parks
use social media, merchandise, and 4n<line advertising as a 5ay of reaching potential
visitors %he ,agic -ingdom?s dedicated 5ebsite can be reached off of the main 'isney
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5ebsite %he look and feel of the ,agic -ingdom site carries over all of the =ualities of
the main 'isney site, keeping the look consistent and cohesive 8nitial visual emphasis
is placed on a static photo of a statue of &alt 'isney and ,ickey ,ouse, 5ith
!inderella?s castle in the background %he main page also features popular 'isney
character 'onald 'uck 8n keeping 5ith the ,agic -ingdom?s mello5er, family oriented
approach to its park, the site allo5s the vie5er to change pictures manually or choose to
5atch a video highlighting 5hat ,agic -ingdom has to offer %he page is mostly static
%he site sho5s it is keeping up 5ith the changing technological landscape by
highlighting current social media outlets through a Stay !onnected section featuring
Kou%ube, 2acebook, %5itter, and 0logging
:"
%he entire site highlights the park?s
e7tensive character cache, 5hich is bolstered by character focused merchandise sold
throughout the park 8t is no 5onder that 'isney, in general, is so 5ell kno5n, as it
reaches a broad range of potential visitors through various mediums
Similar to ,agic -ingdom, Universal Studios? 5ebsite highlights the 4nline
,erchandise Store 5here one can purchase @C*6A% C82%S; that are often e7clusive to
Universal Studios, as 5ell as merchandise from %he &i>arding &orld of Farry (otter
%he merchandise site opens as a separate 5eb page but has the same look and feel of
the main Universal Studios site, 5hich is carried over to the specific 4rlando site as
5ell Also similar is the focus on social media outletsP ho5ever, the Universal Studios
site only asks guests to @2ollo5 us on 2acebook and %5itter;
:9

8n keeping 5ith its Creen is Universal campaign, there is a link to the campaign
on the main Universal Studios, and also via a link less prominently displayed on the
Universal Studios site %he link brings the visitor to a separate site devoted entirely to
'(
the initiative
#0
&hile this site looks markedly different in terms of color and set<up from
the other Universal sites, the site does feature a 'r Seuss character in keeping 5ith
character focus 8n terms of appearance, the Universal Studios site looks like the
Universal Folly5ood site and gives a consistent look to the larger Universal brand

Also
in keeping 5ith the style of the park is the fact that there is a lot of movement on the site
in terms of changing pictures and actions %his drives home the energetic feel of the
park and its attractions
#1

%he main Sea&orld site leads the visitor to the specific Sea&orld site, 5hich like
,agic -ingdom and Universal Studios, uses similar coloring and graphics as its parent
site 8nterestingly, the main site tagline of @&here &orlds !onnect; is not featured on
the 4rlando<specific site %here is movement on the main page of site and it is visually
busy and interesting, but changing pictures are static and devoid of motion, much like
,agic -ingdom?s site %his is in keeping 5ith the mello5er approach that both ,agic
-ingdom and Sea&orld take to their parks
Similar to Universal?s approach 5ith Creen in Universal, Sea&orld?s site links the
visitor to a separate site called @Sea&orld !ares,; 5hich is a @Sea&orld (arks )
6ntertainment initiative, involving 'iscovery !ove, Sea&orld, A=uatica, 0usch Cardens,
Adventure 8sland, &ater !ountry USA, and Sesameplace
#2
Fere there is more
information on 6ducation, !onservation, *escue ) *ehab, !ommunity, 4ur Animals,
and ,edia; %here is also a Sea&orld?s Fappy %ails program 5hich gives t5o free
Sea&orld tickets to people 5ho adopt a pet from a local shelter
#3
As 5ith ,agic -ingdom and Universal Studios, park merchandise can be
purchased on<line or at the park %he on<line store is called %he Shamu Store and
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features sea themes and often the Sea&orld logo
#:
8n terms of social media, Sea&orld
directs site visitors to @Stay !onnected; via %5itter, 2acebook, Kou%ube, 2lickr, and
0logging
8t is clear that all three parks market their brand through a focus characters, or in
the case of Sea&orld, star animals, as 5ell as merchandise, 5eb presence, and social
media 4ne can also easily locate videos sho5ing each park via Kou%ube and other
media outlets (art of each park?s marketing strategy and positioning is deciding 5ho to
target and ho5 to approach doing so 6ach park uses market segmentation to plan its
approach
IV. Market Segmentation
A market segment is composed of a group of buyers 5ho share common
characteristics, needs, purchasing behaviors or consumption patterns
##
After a firm has
identified the various market segments it might pursue, it evaluates each segment?s
attractiveness and decides 5hich to pursue using a process kno5n as target
marketing
#A
8n general, although all three theme parks aim to be an entertainment
destination for all kinds of people, they tend to group their attractions in a 5ay that
5ould appeal to and be appropriate for different age groups ,oreover, the parks offer
loyalty programs to heavy user groups 5ho visit the parks multiple times a year and
enGoy the option of fle7ibility %hrough these programs, the parks offer discounted prices
for park entrance as 5ell as for different attractions 5ithin the parks and facilities such
as parking, dining and merchandise sales
&alt 'isney?s ,agic -ingdom theme park is the place @&here 'reams !ome
%rue,;
#B
especially for children &ith this in mind, 'isney reali>es that its primary appeal
'(
for ,agic -ingdom is to families 5ith young children that are older than toddlers but
younger than teenagers %his is an age 5hen children are tall enough to ride all the
rides and yet young enough that they are still e7cited by the 'isney products and
characters
#"
%his is also evidenced from the statement of &alt 'isney !ompany?s 2010
Annual *eport in 5hich it is stated that peak attendance and resort occupancy generally
occur during the summer months 5hen school vacations occur and during early<5inter
and spring<holiday periods
#9
8n order to identify the young families it is pursuing for ,agic -ingdom, 'isney
uses demographics like gender, age, and income 8n its commercials and ad
campaigns, 'isney directs its marketing efforts to this target group, 5hich includes both
children and parents %he park?s commercials sho5 smiling girls hugging princesses
and boys playing pirate, 5hile indulgent parents 5atch them benevolently or
!inderella?s coach coming to the children?s 5indo5 as the parents sit do5nstairs and
revie5 prices for a 5eeklong 'isney vacation
A0
Although ,agic -ingdom is mostly targeted to families 5ith younger kids, it 5as
designed and planned to appeal to all ages &alt 'isney got the inspiration for
'isneyland more than #0 years ago 5hen he used to take his daughters to local
Southern !alifornia amusement parks and found himself sitting on a bench, bored and
having nothing to do Fe 5anted to create a place 5here families could e7perience and
have fun together, immersed in an atmosphere rich in detail and storytelling
A1
,agic
-ingdom consists of si7 themed lands+ ,ain Street USA, Adventureland, 2antasyland,
2rontierland, /iberty S=uare, and %omorro5land
A2

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6ach land provides a uni=ue guest e7perience featuring themed rides and
attractions, live 'isney character interaction, restaurants, refreshment areas and
merchandise shops Additionally, there are daily parades such as the ,ain Street
6lectrical (arade and a nighttime fire5orks e7travagan>a called 7ishes
A3
2rom live
sho5s, to 5orld famous dining, to rides that range from thrilling to sedate, people of all
ages are able to find something that appeals to their tastes
4n ,agic -ingdom?s official 5ebsite, there are lists of entertainment options and
attractions along 5ith a brief description of 5hat they are and for 5hat age range they
are best suited %he descriptions also include the guest policies 5here age and height
restrictions for attendants are outlined 0y providing this information up front, people
5ho have kids at different ages, such as infants, toddlers, preteens, as 5ell as young
couples and senior people, can kno5 details in advance and plan their park visit.s3
accordingly %he guest services inside the park offers stroller rentals, baby changing
and feeding stations as 5ell as 5heelchair rentals for those 5ho are concerned 5ith
long distance 5alking
A:
Universal Studios in 4rlando is the second most popular attraction among
4rlando visitors .together 5ith the 8slands of Adventure3 and receives a broad cross<
section of local, domestic and international visitors
A#
%he park caters to a variety of
different audiences, such as families 5ith young children, families 5ith older children,
young adults, unmarried couples and teens through a 5ide variety of content including
theme park attractions, night clubs and restaurants in the Universal !ity5alk area &hile
,agic -ingdom is fun, friendly, safe, and family<oriented, Universal Studios is perceived
as edgy, 5ith a focus on action, thrills and the illusion of danger Cuests at Universal
'(
Studios 2lorida have the opportunity to @*ide the ,ovies; as they go inside e7citing
scenes from some of Universal?s most 5ell<kno5n films, thus making the park appealing
to many age groups
AA
Similar to ,agic -ingdom, Universal Studios also lists its attractions and rides on
its official 5ebsite, providing brief information about each ride and specifying the target
guests for each specific ride 2or instance, the relatively ne5 Folly5ood *ip *ide *ockit
and *evenge of the ,ummy are listed as @best for teens; 5hereas %he Simpsons *ide
and %erminator 2+3' as listed as @best for family;
AB
,oreover, there are revie5s and
comments from people 5ho have e7perienced the rides, including their pictures ne7t to
the comments Some of the pictures include @father and son; or 5hole family themes,
5hereas some pictures sho5 males or females from different age groups, including
senior citi>ens %his lends support to the idea that Universal Studios is designed as a
theme park for everyone
As mentioned in the (ositioning and 1alue (roposition sections, Sea&orld
4rlando?s setup is markedly different from ,agic -ingdom and Universal Studios
Sea&orld has fe5er rides and the maGority of the park is designed around sho5s,
animal e7hibits and e7clusive park e7periences Sea&orld is also designed to educate
the public about marine 5ildlife and ho5 to preserve it for future generations
A"

Similar to ,agic -ingdom and Universal Studios 5ebsite strategies, Sea&orld
also lists its rides on its official 5ebsite, briefly describing each and giving specific
re=uirements for people 5ho 5ould be able to ride them 8n addition, Sea&orld groups
the so called @e7clusive park e7periences; by target group !ategories include @for
kids,; @for thrill seekers,; and @for animal lovers;
A9
in an attempt to segment guests into
'(
different groups according to their interests and age &hile rides are listed under the
target group @for thrill seekers,; the e7hibitions and the interactive, instructor guided
animal programs are listed under the @for animal lovers; group %he interactive animal
lover programs, such as (enguin Up<!lose, 0eluga or 'olphin 8nteraction e7periences,
are targeted more to guests 5ho came to the park to be close to and learn about
animals rather than only ride the thrilling rides %hese guests are those 5ho tend to plan
their visits in advance and are 5illing to pay more in addition to the park entrance fees
to attend specific events
At Sea&orld, the animal sho5s are designed so that both adults and children
can enGoy them together Sho5s, such as the famous Shamu sho5 and 0lue Fori>ons,
a visionary sea<and<sky spectacular 5here the dolphins and birds fly and dive into
5ater, are presented as full musical theater productions offering music, dance and an
impressive set to frame the story
Sea&orld also offers educational and summer adventure programs to students,
including but not limited to, day camps and school programs through 5hich the
education supports Sunshine State Standards, Mational 6ducation Standards and the
essential principles of the 4cean /iteracy (roGect 2or these types of programs,
Sea&orld has grouped its target market of students into categories such as preschool,
grades one to t5o, grades three to five, and so on 2or all programs, Sea&orld provides
age<appropriate, interactive presentations on animal adaptations, as 5ell as educational
activities throughout the park
B0
8n addition to 5hat has been outlined previously, all three parks have different
loyalty programs to offer to guests 5ho are interested in visiting the parks multiple times
'(
a year ,agic -ingdom offers @,agic Kour &ay; ticket options 5ith the benefit that the
longer the guests stay, the less they pay per day 2or e7ample, the average price per
day for a B<day @,agic Kour &ay; base ticket is $3"1: 5hich is less than half the price
of the same single<day ticket of $"#00 Also, ,agic -ingdom offers the @(ark Fopper;
option for those 5ho 5ant to see multiple parks during their visit Cuests can add the
@(ark Fopper; option to their tickets 5hich enables them to go through multiple 'isney
%heme (arks for the entire length of their ticket and avoid paying the regular entrance
fees of the other parks they 5ant to see @(ark Fopper; option?s pricing is similar to the
regular ticketing in 5hich the more days the option is added for, the less is paid per day
&ith the same B<day ticket e7ample, the guests pay $B"A per day 5hen they add the
@(ark Fopper; option for their B<day visit 5hile the regular daily price is $3#00 0y using
these options, a person can save $19000 .$B"ASBT$##02, $3#00SBT$2:#00,
$2:#00<##02T$1"99" by purchasing the B<day option in advance instead of adding
the option separately each day
,agic -ingdom also offers a @Mo 67piration 4ption; to its multi<day tickets to
enable guests to come back and take advantage of unused days at any time in the
future 5hereas the regular tickets e7pire 1: days from their first use
B1
,oreover, the
park also offers annual passes through 5hich guests are allo5ed to come back to any
&alt 'isney (ark 5henever they 5ant in a year?s time 0y purchasing the annual
passes, guests get the right to Goin the e7clusive events 5ithin the park and receive
discounts on select options such as dining, merchandise, recreation, and tours
B2
Similar to the ,agic -ingdom, Universal Studios also has packages for multi<day
and multi<park visitors A 1<park<1<day access ticket is $"#00 5hile a 2<park<:<day pass
'(
is $1##99, lo5ering the daily access to a single park to $19#0, 5hich is less than a
=uarter of the regular price Similar to ,agic -ingdom?s @park hopper; pass, guests can
add a @(ark<to<(ark; option to their one<park access tickets 5ith amounts that gradually
decreases 5hile the number of days added increases 2or e7ample, guests can add
@(ark<to<(ark; option to their :<day passes for $2#0Qday 5hile it costs $3#00 to add
this option to a daily ticket Universal Studios also offers annual pass options to its
guests, such as po5er pass, preferred annual pass, and premier annual pass 6ach
type of pass differs in price depending on 5hat is included, 5ith premier annual pass
being the most e7pensive one and including the most benefits, such as free valet
parking, admission to parks 5ith no block<out dates, and considerable discounts on
dining, merchandise purchase, and separately ticketed events
B3
Sea&orld also has offerings for returning visitors Cuests can enGoy an additional
free visit 5ithin seven days of their purchase 5hen they purchase a single day ticket
Similar to ,agic -ingdom and Universal Studios, Sea&orld offers multi<park, multi<day
passes that combine t5o to three parks for less cost than paying for each park
separately Sea&orld?s annual pass options include @2un !ard,; through 5hich guests
enGoy the option to come back an unlimited number of times for a year follo5ing initial
purchase date %he @Annual (ass; and the @(latinum (ass,; on the other hand, offer
additional benefits similar to Universal Studios? annual pass options ,oreover,
Sea&orld has an offering called @4rlando 2le7ticket; through 5hich it includes
admission to Universal Studios %his strategy combines the fun attractions in 4rlando
and offers guests a 5ay to get the most out of their trip
B:
'(
4ne can surmise that these various programs and discount offers 5ould be more
appealing to families 5ith kids 5ho come to these locations multiple times a year or stay
long enough to visit an array of locations 0y this 5ay, the parks help the parents plan
their visits so that they can get the most value out of their stay in 4rlando 5ith a less
cost %he more the parks indulge the children 5ith their attractions and entertainment,
the more they gain the attention of parents, and ultimately, the more the parents
become 5illing to pay Fence, the main target market for loyalty programs is the
parents
V. Financial Information, Industry eports and ecent
Press
%he follo5ing section analy>es the success of each park based on publicly
available information Civen that ,agic -ingdom and Universal Studios are part of
publicly traded companies .%he &alt 'isney !ompany
B#
, and a Goint venture bet5een
!omcast !orporation and Ceneral 6lectric
BA
respectively3, information about the parks
is available in sources such as the Securities and 67change !ommission .S6!3 10<k
filings Fo5ever, this information is aggregated at the organi>ation level and not at the
park level, and as such, a detailed and thorough financial analysis of both parks 5as
limited Similarly, Sea&orld, 5hich is privately o5ned by %he 0lackstone Croup
BB
, also
has very little financial data available, and similar challenges 5ere faced 5hile
researching that park as 5ell Mevertheless, best efforts 5ere conducted to do an
analysis for each park based on press articles and industry analyst reports
'isney?s ,agic -ingdom is the most visited theme park in the 5orld, 5ith around
1B million visitors per year as of 2010 .See Appendi7 13 Fo5ever, based on the latest
'(
%hemed 6ntertainment Association report, the total attendance in 2010 actually
decreased 1#$ from the previous year
B"
%his decrease could be attributed to several
reasons 2irst, e7ternal factors such as the economic do5nturn could have caused less
people to visit the park 8n its latest 10<- 2010 report, 'isney stated that the @!hanges
in US, global, or regional economic conditions could have an adverse effect on the
profitability of some or all of our businesses; and that @the most recent decline in
economic conditions reduced spending at our parks and resorts;
B9

,oreover, 'isney has recently changed its plans by cutting costs and
streamlining its operations at its parks %his, according to industry e7perts, is negatively
affecting the perception of the 'isney e7perience by its fans 2or e7ample, as part of its
cost<cutting measures, ,agic -ingdom had a very unremarkable :0
th
anniversary
celebration, 5hich left 'isney fans disappointed %he e7pectation 5as that the ,agic
-ingdom 5ould have a similar celebration to the 2#
th
anniversary one in 199A, 5hich
included a @makeover of the iconic !inderella !astleJa celebration that lasted more
than a year;
"0

8n addition, ,agic -ingdom is facing a lot of smarter competition from its
neighbors 8n an article entitled @&hy 'isney &ill Mever 0e Creat Again,; an industry
analyst highlights ho5 several other parks, including Universal Studios and a ne5 park
called /egoland 2lorida, are offering more e7citing rides Fe mentions that @'isney
reali>es that itEs been coasting on aging attractions for too long; as a result of becoming
complacent 5ith its o5n success
"1

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Mevertheless, 'isney is apparently being proactive about the decline in its
attendance and is investing heavily in its parks 2or e7ample, ,agic -ingdom is
e7panding its most popular section of the park, called 2antasyland, by doubling its si>e
According to 0ob 8ger, the !64 of 'isney, this maGor e7pansion 5ould @enhance the
guest e7perience, particularly during peak periods; 5hich 5ould encourage @guests to
spend more time and more of their vacation dollars 5ith us;
"2
Universal Studios is part of M0! Universal //!, 5hich is a recently formed entity
bet5een C6 and !omcast .5here C6 o5ns :9$ and !omcast o5ns #1$3 (reviously,
M0! Universal 5as a subsidiary of C6 and 1ivendi
"3

":
Similar to 'isney, the financial
information of the specific Universal Studios park is aggregated up and cannot be really
analy>ed, especially 5ith the different parent companies that the park shares
Universal Studios is the 13
th
most visited park in the 5orld, 5ith around A million
visitors as of 2010 .See Appendi7 13 Unlike ,agic -ingdom and Sea&orld, Universal
Studios? attendance for 2010 actually increased A1$ from the previous year
"#
According to industry analysts, this could be attributed to the introduction of a ne5 ride
at the close<by Universal 8slands of Adventure park called the @&i>arding &orld of Farry
(otter;
"A

!onse=uently, Universal Studios benefited from an additional revenue stream as
a result %his 5as due to a @higher per capita spending on products related to the
&i>arding &orld of Farry (otter,; 5here @tourists continued to spend richly on
butterbeer, magic 5ands and other Farry (otter paraphernalia;
"B
,oreover, Universal
'(
Studios could have benefited from the cross<marketing efforts by selling bundled deals
for admission to both parks
Another possible reason for Universal Studios? increasing number of attendees is
because it has been repetitively successful in marketing its @Fallo5een Forror Mights,;
5here it spends millions of dollars to attract visitors during an off<season time %his is no
easy feat, according to the park?s sho5 director, as customers al5ays e7pect scarier
and more entertaining sho5s Fo5ever, Universal Studios? marketing investments
seemed to have paid off According to analysts, around #00,000 people attended the
event in 2010, 5hich accounts for nearly "$ of the park?s yearly attendees
""

Sea&orld is the si7teenth most visited theme park in the 5orld, 5ith around #
million visitors per year as of 2010 .See Appendi7 13 !ompared to ,agic -ingdom and
Universal Studios, Sea&orld had the 5orst performance among the three, 5here it
suffered a decline in attendance of around 121$ from the previous year
"9
%his 5as probably the result of a tragic event that Sea&orld suffered from in
2010 8n 2ebruary of that year, a popular 4rca named %ilikum fatally killed its trainer,
'a5n 0rancheau, after it pulled her into the 5ater tank and dro5ned her %his resulted
in negative publicity for the park as ne5s about the incident received international media
attention
90

%he park had to suspend the 4rca sho5, called @'ine 5ith Shamu,; for about a
year %he sho5, 5hich lets guests 5atch trainers 5ork 5ith their killer<5hales as they
enGoy a buffet meal, 5as very successful and financially lucrative for Sea&orld since the
'(
sho5?s debut in 2002
91
%he halting of the sho5 probably resulted in a reduction of
visitors to the park
8n addition, the publicity from the event has resulted in negative conse=uences
for Sea&orld %he park had to layoff around 130 Gobs in 'ecember 2010 as a cost<
cutting measure
92
,oreover, the park faced a battle in court 5ith the US 4ccupational
Safety and Fealth Administration .4SFA3, 5hich @fined the company $B#,000 and
recommended trainers never again be allo5ed unprotected contact 5ith %ilikum;
93
%o
make things 5orse, the (eople for the 6thical %reatment of Animals .(6%A3 organi>ation
recently filed a la5suit against Sea&orld, accusing the company of slavery of animals
9:
All this negative publicity also resulted in the decrease in attendance to the park
Mevertheless, Sea&orld is still investing in its o5n property to attract more
customers As recently as 4ctober 2011, Sea&orld completed a 3#U million dollar
renovation proGect for *enaissance 4rlando, a four<diamond a=uatic<themed resort
9#
8n
addition, it has been 5orking on a maGor e7pansion proGect 5hich @5ill add several ne5
attractions to the marine park in 2012 and 2013, including an @Antarctica<themed ride
HandI a sea<turtle movie attraction;
9A

VI. ! P"s# $%at to emulate, w%at to improve
%he follo5ing section analy>es the three parks 5ith respect to the B (?s of
Service ,arketing, prescribed by !hristopher F /ovelock and Rochen &irt> %he
obGective is to identify each park?s effectiveness 5ith regard to the B (?s as 5ell as the
area 5here its service can be improved
'(
,agic -ingdom captures the @enchantment of fairy tales; through its products 8t
is divided into @si7 5himsical lands,;
9B
as mentioned in the ,arket Segmentation section
6ach area has its o5n attractions, food shops and memorabilia stores
9"
%he common
ingredient among those areas is the integration of the 'isney e7perience into all of them
to attract young visitors, 5ho are the primary target audience for ,agic -ingdom %he
park also provides accommodation options to its customers under the 'isney banner
%hese range from 'elu7e 1illas to 'isney Story *ooms
99
%he 'isney Story rooms are
decorated based on 'isney fairy tales, 5hich add a nice touch to the customers?
e7perience 5here they can stay, @feel; and @live; the 'isney e7perience
100
%his is
something uni=ue about ,agic -ingdom in that it promotes not only the park attractions
but also the lodging options using the 'isney characters 5hich enhance the customer
e7perience
%he 'isney 67perience at ,agic -ingdom, ho5ever, is not cheap &hen
compared to the other parks, ,agic -ingdom has a steep price &hen comparing the
cost of one adult ticket .see Appendi7 23, one can see that the ticket prices are very
similar for one park and one day visits among the three parks Fo5ever, if one 5ere to
visit only ,agic -ingdom for a second day, the price difference is about :A$ higher than
Universal Studios and 233$ higher than Sea&orld %his difference is even pronounced
5hen one buys tickets for 2 parks for 2 days Appendi7 2 also sho5s that Universal
Studios and Sea&orld give discounted rates for online purchases, 5hereas ,agic
-ingdom does not Sea&orld in fact, does a better promotion by giving its customers
free access for a second day, as long as they come back 5ithin B days after their first
'(
visit ,agic -ingdom should certainly look into 5hat it 5ould take to give discounts if its
customers 5ere to buy their tickets online
%he difference in price is glaringly high if one 5ere to buy the annual pass for
,agic -ingdom %he annual passes at Universal Studios range from $1A:99 .access to
t5o parks 5ith some blackout days3 to $3:999 .no blackout days and unlimited park<to<
park access3
101
At Sea&orld, the price ranges from $11999 .access to one park3 to
$29999 .unlimited access and elite benefits to nine parks3
102
0ut ,agic -ingdom has
only t5o programs, the Annual (ass and the (remium Annual (ass %he Annual (ass
provides access to all 'isney parks, 5ith some restrictions such as blackout dates, and
costs $##2B: for an adult and $#090B for a child %he (remium Annual (ass provides
unlimited access to all 'isney parks and costs $A9119 for an adult and $A3A"B for a
child
103
Fere, 'isney could employ the model set by Sea&orld and provide different
options for its customers, 5here they could buy a pass for only one park or a
combination of parks
Universal Studios has several attractions in its park %hese attractions include
rides based on films produced by Universal Studios and other live sho5s Universal
Studios strives to maintain a good =uality of entertainment programs %he entertainers
5ho perform in these live sho5s include singers and stuntmen Universal Studios, in an
effort to maintain a high =uality of its programs, re=uires its performers to re<audition
every year in order to keep their Gobs
10:
%his is a good 5ay for Universal Studios to
ensure that the people 5ho are performing are not becoming complacent and also
provides a fair chance for other highly skilled applicants to also get a Gob at the
'(
Universal Studios 2or the visitors of the park, this ensures that the Universal Studios
live entertainment sho5s 5ould be of the highest =uality
Universal Studios is a big name in the entertainment industry 2ilms such as,
@6%;, @,en in 0lack; and @%he %erminator 2; have been roaring bo7 office hits
Universal Studios has thrill rides based on the themes of these films and does a good
Gob of promoting its rides using these films 8t 5ould augur 5ell for Universal Studios to
team up 5ith a credit card issuer .such as 1isa or ,aster!ard3 and start a line of credit
card that 5ould promote Universal Studios %hese cards could also have a re5ards
program 5hich 5ill enable customers to redeem their re5ard points for tickets or other
memorabilia items at Universal Studios %his 5ould immensely help in promoting
Universal Studios, even after the out<of<to5n guests go back and persuade others to
come back to the region for another visit
Sea&orld 5as planning on launching a ne5 mega attraction, called ,anta, in
,ay 2009
10#
8t employed a novel techni=ue to promote the ride through Social ,edia
%he promotion 5as handled by 8V6A, a company that connects social media publishers
5ith advertisers using their platforms
10A
Sea&orld, in collaboration 5ith 8V6A,
collaborated 5ith si7 influential bloggers and gave them e7clusive access to ,anta and
Sea&orld in 2ebruary of 2009 /abeling the promotion as @,anta ,ania;, the bloggers
invited their readers to share the reasons 5hy they 5ould take their family and friends to
visit Sea&orld?s ,anta ride %he readers 5ere asked to respond in one of three 5ays
%hey could have chosen to leave a comment on the blog, send a t5eet<out 5ith the
appropriate hash<tag, or 5rite an elaborate blog post %he 5inner of the contest 5ould
receive a trip for four to Sea&orld including airfare, hotel and t5o full days at the park
'(
along 5ith priority access to ride ,anta
10B

10"
%his also provided an opportunity for the
bloggers to give something back to their regular readers, at no cost to them 2rom
Sea&orld?s point of vie5, it 5as able to create a large bu>> about their park and this
ne5 ride in the social media realm, by essentially giving out Gust 2: tickets 8V6A
announced the 5inners on its blog
109
After the unfortunate incident in Sea&orld in 2eb 2010, 5hen a trainer 5as killed
by one of the 4rcas,
110
Sea&orld revie5ed and revised the 4rca sho5, by prohibiting
the trainers from entering the 5ater 5hen the 4rcas 5ere in the 5ater
111
Sea&orld also
launched the @Sea&orld !ares; program, 5hich focused on the animals instead of on
the @thrills; of the theme park
112
All in all, this resulted in a loss of e7citement and
revenue
113
%he 5hole episode highlighted the risks involved in using animals to
promote Sea&orld?s product and 5hat sort of a negative impact it can have 5hen things
go a5ry Civen that a lot of Sea&orld?s attractions involve animals, it should have
periodic revie5s of its process to ensure that both the animals as 5ell as the trainers
are in the right condition Such measures could help prevent future accidents from
recurring
'(
VII. &ppendices
&ppendi' (# )%e top *+ amusement parks,t%eme parks worldwide
11'
'(
&ppendi' *# -ost of tickets for one adult
One day,
One park
One day,
)wo parks
)wo days,
One park
)wo days,
)wo parks
Magic
.ingdom
((+
$"# $120 $1A" $223
/niversal
Studios
((0

(tickets purchased
online)
$"# $120 $11# $13#99
Sea$orld
(tickets purchased
at the park)
$"199 $12:99
Cunlimited access
for ! daysD
$"199
CJ
nd
visit free, if
availed within K
days of first
visit.D
$12:99
Cunlimited access
for ! daysD
Sea$orld
((!

(tickets purchased
online)
$B199 $11:99
Cunlimited access
for ! daysD
$B199
CJ
nd
visit free, if
availed within K
days of first
visit.D
$11:99
Cunlimited access
for ! daysD
'(
VIII. 1ndnotes
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