Merchants of Merriment Amusement Parks Merchants of Merriment MEDIACENTER

Ticket Takers’ Tally Total 2014 revenues for the US amusement industry were $16 billion, which is a 6.7% increase over the $15 billion in revenues for 2013. Admissions continue to be the major source of revenue, at 55%, and will continue through 2020. The latest data from the Themed Entertainment Association (TEA) revealed that the major global theme park operators increased revenues 5.4% during 2013, and the top 25 theme parks in the world experienced a 4.3% increase. The top 20 theme/amusement parks in North America had 2.7% more visitors during 2013, totaling 135.15 million, compared to 2012’s 131.56 million. MEDIACENTER

The Disney Domination Walt Disney Attractions is clearly the world’s #1 theme park group, at more than 2.2 times the attendance of #2, Merlin Entertainment Group (headquartered in England), with 132.5 million and 59.8 million, respectively, in 2013 total attendance. Disney properties took the top 8 positions, and #10, in the Themed Entertainment Association’s top 25 theme/amusement parks worldwide for 2013. Two Disney parks, Tokyo Disneyland and Tokyo Disney Sea recorded double-digit attendance growth, at 15.9% and 11.3%, respectively. Although the Magic Kingdom at Walt Disney World in Orlando, FL increased attendance 6.0% and Disney’s California Adventure 9.5% during 2013, Universal Studios at Universal Orlando had a 14.0% attendance increase. MEDIACENTER

The Wonderful World of Water Parks According to the latest water parks attendance from TEA (for 2013), only 4 of the top 10 water parks worldwide were located in the US; however, Typhoon Lagoon and Blizzard Beach at Disney World in Orlando, FL were #2 and #3 on the list. Attendance at the top 20 water parks in North America declined 2.3% from 2012 to 2013, totaling 15.03 million. Since 2004, however, the top 10 North American water parks increased attendance 12%, from 8.69 million to 9.75 million visits for 2013. The top 4 North American water parks by 2013 attendance are all located in Orlando, FL: Typhoon Lagoon at Disney World, Blizzard Beach at Disney World, Aquatica and Wet ‘N’ Wild. All had more than 1 million in attendance, including #5 on the list, Schlitterbahn, New Braunfels, TX. MEDIACENTER

Fast and Furious Forever According to Roller Coaster Database, the total number of wooden and steel roller coasters in the US increased from 657 during 2013 to 674 for 2014, with 559 steel and 115 wooden. Fury 325 at Carowinds Amusement Park in Charlotte, NC is one of 27 new North American roller coasters for 2015. It is 20 feet taller than the Statue of Liberty, has a top speed of 95 miles per hour, travels on 6,602 feet of track and features an 81-degree drop. The Kingda Ka Roller Coaster at Six Flags Great Adventure, Jackson, NJ, holds two roller coaster world records: the tallest, at 456 feet, and the longest drop, 418 feet. It is #2 in speed, at 128 mph. MEDIACENTER

First in America’s Amusement Annals America’s 5 oldest amusement parks are Lake Compounce Amusement Park, Bristol, CT, 1846; Cedar Point, Sandusky, OH, 1870; Idlewild Park, Ligonier, PA, 1878; Sea Breeze Amusement Park, Rochester, NY, 1879; and Dorney Park, Allenton, PA, 1884. America’s 5 oldest roller coasters are Leap-the-Dips, Lakemont Park, Altoona, PA, 1902; Jack Rabbit, Sea Breeze Park, Rochester, NY, 1920; Jack Rabbit, Kennywood, West Mifflin, PA 1920; Roller Coaster, Lagoon, Farmington, UT, 1921; and Giant Dipper, Santa Cruz Beach Boardwalk, Santa Cruz, CA, 1924. America’s 5 operating trolley parks in the same location are Sea Breeze Park, Rochester, NY, 1879; Dorney Park, Allenton, PA, 1884; Lakemont Park, Altoona, PA, 1894; Waldameer Park, Erie, PA, 1896; Midway State Park, Maple Springs, NY, 1898; and Camden Park, Huntington, WV, 1902. MEDIACENTER

Wilder and Wetter Disney is set to open its first Mainland China park at the end 2015: Disneyland Shanghai Resort. The 963-acre park will feature a Magic Kingdom-style theme park; two themed hotels; a large retail, dining and entertainment venue; a Broadway-style theater; and outdoor recreation. To compete with Americans playing video games on large-screen TVs in their living rooms, the theme park industry is introducing more interactive and immersive rides. Guests will be able to travel at top speeds, watch a 3D movie and shoot villains. The increase in US travel is expected to boost the theme park industry during 2015 and beyond. International visitors will increase 4.1% during 2015, and total travel expenditures in the US will increase 4.1%, with international visitors responsible for a 6.7% increase. MEDIACENTER

Advertising Strategies Show local amusement parks how they can compete against the mega-parks with special TV promotions, such as a free $10 gasoline card for an attendance expenditure threshold, a free family picnic for the first 50 guests or a discounted pass when three generations of a family visit together. If one of the oldest or any decades-long amusement park is in your SMA, then suggest a TV promotion to celebrate its Founder’s Day. Park employees dress in appropriate fashion of the period and guests receive a free T-shirt or a special poster depicting the history of the park. Recommend local amusement parks advertise a special summer promotion on TV, offering a free family admission for any family that travels more than 100 miles, and verified by a receipt for a gasoline purchase of the morning of that date from a station in their locale. MEDIACENTER

Advertising Strategies Show advertisers why television is the #1 medium for reaching families and the growing Baby Boomer/Senior population, which is a significant portion of the avid fans of amusement parks. Recommend that operators of smaller, local parks use television advertising to emphasize their unique attractions and benefits compared to corporate super-parks: less cost for a family, less travel, less crowds, newest rides, etc. With a target market primarily comprised of children and young adults, the industry should advertise on family-friendly TV programs to reach a large, attentive audience. A successful marketing campaign might include promotions and discounts given to local schools and daycares and their clients. MEDIACENTER

Social Media Strategies Of utmost importance to parents is the safety of a park’s rides. Amusement parks with outstanding safety records should share that information on social media, even quoting from government or third-party inspection reports. Video is the hottest content channel on social media, so parks should offer incentives to guests who post videos during and after their visit. Ask social media visitors to vote on the scariest video and provide the winner with a free pass for his or her next visit. Amusement parks should upload a new posting every day to engage with social media users: announce new rides, other attractions and food items; special shows; daily attendance; unusual daily events; new employees; employee profiles; guest testimonials; etc. MEDIACENTER

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