Themed_Attractions

Case Study Part I Themed Attractions : 

Case Study Part I Themed Attractions Definition History Economic Issues Prospects

Definition : 

Definition ‘A family amusement complex oriented towards a range of subjects or historical periods, combining the continuity of costuming and architecture with entertainment through rides, attractions, catering and merchandising, to provoke an experience for the imagination’

History : 

History ‘Bakken’ 1583 Vauxhall Gardens, London 1661 Tivoli, Paris 1771 Tivoli, Copenhagen 1843 Grand Pier, Teignmouth, UK 1865 Cedar Point, Sandusky, OH 1870 Grona Lunds Tivoli, Stockholm 1883 Chicago's Columbian Exposition 1893 Coney Island, Brooklyn, NY 1895 Blackpool Pleasure Beach 1896 De Efteling, Netherlands 1951 Disneyland, Anaheim 1955 Six Flags, Texas 1961 Legoland, Billund 1968 Walt Disney World, Florida 1971 Thorpe Park, Surrey 1979 EPCOT, Walt Disney World 1982 Disneyland, Tokyo 1983

Slide 4: 

Attraction Product Support Services Tangible Imagescape Features Augmented Image

Economic Issues : 

Economic Issues Location Market-Imagescape Development and Planning Theming Finance

Location : 

Location Imagescape Market Location Which Way?

Slide 7: 

Market–Imagescape Mix

Development and PlanningSW Sweden : 

Development and PlanningSW Sweden

Design Characteristics : 

Design Characteristics

Theming : 

Theming Theming allows parks to develop a sense of individuality and product differentiation. The imagescapes provide passive entertainment for seniors and family members with young children who may not wish to participate in the anchor rides. Themed entertainment and waiting spots make queuing a less frustrating experience. Well themed areas, restaurants and shops can help in managing visitor flows by increasing walk-around time as well as raising secondary spend.

FinanceNet Income Statement (I) : 

FinanceNet Income Statement (I) 323,777,000 67,363,000 391,140,000

FinanceNet Income Statement (II) : 

FinanceNet Income Statement (II) 27,343,680 15.3 234,684,000 31,650,700

FinanceTheme Park Break-Even Chart : 

FinanceTheme Park Break-Even Chart Visitors Revenue and Cost R+I C Co D B A 0 V1 V2 Co C R+I

Prospects : 

Prospects The introduction of timed-ticketing to cope with queues and customer complaints. Move away from organic growth towards acquisitions (which simplifies planning issues) and joint ventures. The manufacturing sector, for example the motorcar industry, has seen the benefits of creating branded parks. 4-D rides: a combination of the physical and virtual worlds, and more expensive.

Case Study Part IIBreak Even Chart : 

Case Study Part IIBreak Even Chart Fixed Expenses 30% Payroll 100% Marketing 100% Admin 10% Maintenance 20% Utilities 100% Insurance Variable Expenses 100% Sales cost 70% Payroll 90% Maintenance 100% Operating Supplies 80% Utilities

Break Even Chart : 

Break Even Chart Fixed Expenses SEK 42,200,910 31,650,700 15,239,200 1,289,470 3,610,520 7,033,500 101,024,300 Variable Expenses SEK 67,363,000 98,468,790 11,605,230 9,143,600 14,442,080 ________ 201,022,700

Break Even ChartFormula : 

Break Even ChartFormula N = R + I - Co – Ck N = 0 at break even R* when only fixed and variable operating costs are accounted for is: R* = - I + Co R* = - I + Cfo + Cvo R* (1 - Cvo/R)= - I + Cfo R* = (Cfo - I )/(1 - Cvo/R)

Break Even ChartOperating : 

Break Even ChartOperating I = SEK 24,250,680 Cfo = SEK 101,024,300 Cvo/R = SEK 201,022,700 391,140,000 = 0.5139 R* = (101,024,300 - 24,250,680) ( 1.0 - 0.5139) = SEK 157,951,085 or in percentage terms, R* = (25.8 - 6.2)/(1 – 51.4/100) = 40.4%

Break Even ChartTotal : 

Break Even ChartTotal I = SEK 24,250,680 Cfo + Ck = SEK 185,024,300 Cvo/R = 0.5139 R* = (185,024,300 - 24,250,680) ( 1.0 - 0.5139) = SEK 330,769,445 or in percentage terms, R* = (25.8+ 21.5 - 6.2)/(1 – 51.4/100) = 84.6%

Profit MultipliersNet Income Before Taxes : 

Profit MultipliersNet Income Before Taxes Revenue Admissions, volume, controllables held 1.9873 Admissions, volume, controllables relaxed 1.5732 Admissions , price 1.6924 Cost of Sales Catering 1.1185 Merchandise 1.1111

Profit MultipliersNet Income Before Taxes : 

Profit MultipliersNet Income Before Taxes Controllable Expenses Payroll 1.4794 Marketing 1.1079 Admin & General 1.0519 Maintenance 1.0439 Operating Supplies 1.0312 Utilities 1.0615 Insurance 1.0240