Euro Disneyland Mickey Mouse is moving to Paris !!!

Disney’s assets Name Culture Movies Theme parks

Disney’s characters in a real world 1955 – creating the first Disneyland in Anaheim, California 1987 – DisneyWorld in Orlando, Florida

Mickey overseas! April 15, 1983 – opening day of Disneyland in Tokyo ( visitors) One-day attendance record Japanese Mikki Mausu takes the country by storm!

Time for Europe Where to build it? Spain Italy Great Britain France

Why France? The best infrastructure Greater amount of inhabitants 20 miles away from one of the world’s tourism capitals - Paris

Euro Disneyland 1988 – the beginning of the investement in Marne- la- Vallee Total cost of of the project: 4,5 billion USD The area of the park covered about one fifth of Paris

Expectations 11 million visitors annually visitors on the opening day visitors per day in the following months

Close distance for many Europeans Population in millionGetting to EuroDisneyland 172 hours by car 414 hours by car 1096 hours by car 3102 hours by plane

EuroDisneyland’s Grand Opening On April 12th 1992 fourth Disneyland was officially opened Newspaper comments: „Mikey- it’s madness!!!”

“Cultural Chernobyl“ Did not become the gold mine like presumed September 93September 92 Income(in FFR)1.8 billion3.1 billion Profit/ (Loss)(1.1 billion)(0.7 billion)

First director: American, but he was not accepted 1993: Philippe Bourguignon from France took his job

Problems and Mistakes Divided in Adventureland, Dicoveryland, Fantasyland, Main Street USA Strict rules conerning workers‘ dress for men and women Other problems occurred

1)Situation of the park 2)Wrong research of demographic and sociological factors leaded to wrong assumption was not confirmed in reality

Incorrect measurement of parking spaces Wrong American research about European meal habits Different expectations about crowded visitors days

Wrong assumptions about the composition of the visitors and amount of spendings (time and money) in EuroDisneyland

Problems (1) Alcohol drinks (do not allow to drink and sell) European  alcohol drinks during their meal Transportation connect with hotels and park (not necessary for European  walk)

Problems (2) Estimate  33 USD on beverages and souvenirs (but 12% lower) Price of ticket  high (around 43 USD)  33% more than in Florida Bankrupt and financial difficulties (influence banks and its backers)

Solutions (1) Change the name (remove the poor reputation, more romantic) Accept  alcohol drinks (in 1993 May) Laid off employees (reduce the cost)

Solutions (2) Discount package (after 5:00 p.m. or use hotels not in the season) Marketing strategy (attractive scenic spot in a journey)

Solutions (3) Price of tickets (lower) Prices for tickets to the Disneyland Paris in 2003: From April to November 2003 PriceAdultsChildren 3 – 12 years 1 day ticket39€29€ 3 days ticket107€80€

A new Disneyland in Hong Kong: Disney set-up in China since September 12th 2005 Smallest Disneyland’s park comparing the atractions with the other Park of disney

Disneyland in Hong Kong: A replica of the original theme park in California BUT with a chinese flavour: chinese food in the restaurants, Mickey&friends wearing traditional Chinese outfits

The park employ workers The US$ 3.5 billion park: A joint venture betwen Disney&the Chinese governement. Why Hong kong?: -beautiful city -richest city in China

VALUATIONS: The government hopes to earn $19 billion over the 40 next years. Hong Kong Disney is a key tourism infrastructure will bring economic benefits to the city.

CRITICISMS: Complains from visitors Protests from environmental groups. The Chinese government taking high risks. A problem of capacity

Thank you for your attention!