Over the past 5 years, park attendance has grown just 5.9% while revenues increased 12.5%. However, U.S. amusement parks generated an estimated $9.6 billion in 2001, exactly the same as in the previous year. Attendance numbers climbed less than 1% in 2001, to 319 million. The average park admission price for a family of four was $163 in 2001, representing a 7% increase over Attendees took more than 3 billion rides!

Universal Studios operates five theme parks, with three in the U.S. An estimated 28 million people visited these parks last year. Likewise, Six Flags, which operates 38 theme and water parks, average 50 million visitors annually. The Parks & Resort segment of Disney Inc. now encompasses four theme parks in three countries, with two parks located in the U.S. Their total revenues increased 3% to $7 billion in 2001.

Uncertainty in the economic outlook for amusement parks hovers overhead as travel levels remain in question. Ride and amusement manufacturers say they believe the industry will experience a turnaround before the end of Good weather in the early part of the peak season brought strong attendance to theme parks during the first half of the year. One aspect of the weather working against the industry is the drought conditions in parts of the U.S. Water restrictions have impacted water parks on the Eastern Seaboard and in the West.

Many parks reported that gate admissions were 8% to 10% higher in 2001 than in previous years. Most of the growth appears to have come from smaller parks (those averaging 500,000 to 1 million in annual attendance). These parks are easily accessible by car. September 11 th changed the mix of amusement park visitors, according to Amusement Business magazine. Among all parks there was an increasing number of visitors from surrounding areas, as air travelers declined in number.

Parks with amusements catering to teens remain a strong area of business for the industry. These parks have high-energy, interactive amusements including extreme sports or video games. The search by teens for greater thrills has brought about roller coasters with higher highs and greater speeds. Such thrills, however, bring increased safety concerns. Safety is still a high priority. Industry representatives point out that the likelihood of being injured on an amusement park ride is still only 1 in 25 million.

After several years of adding big thrill rides, it appears amusement parks may now turn their attention to family –based attractions, such as rides for all ages, games and miniature golf. Air shows have become an increasingly important sector of the amusement economy. Shows by the U.S. Navy’s Blue Angels are logging impressive attendance figures, boosted, perhaps by the increase in patriotism. Some parks are scheduling special events to supplement their ride and attraction revenues. Night dances, cultural events, ethnic festivals and other social activities are becoming popular.

Amusement park attendees are most interested in fun and excitement. What better way to generate excitement than to use television’s characteristics of sight, sound, color, motion and emotion to show what attractions they can experience on their own. The energy and buying power of teenagers makes this demographic group a particularly attractive market for amusement parks. With high viewing levels by teenagers, advertising on television is a natural match to appeal and entice this demographic population to any amusement park.

Partnerships with major food and beverage corporations bring in significant revenue to parks. Using television’s broad reach will generate greater awareness for these partnerships, particularly the ones that offer discounts to the park. Smaller parks, along with carnivals, cater more towards family fun. Here, television advertising can focus on attractions and special events that are available to the entire family.

The answer is three simple reasons!

Your customers and potential customers use it — viewing daily for long periods of time 1. TV’s attributes of sight, sound, motion and emotion let you best communicate your message to these people 2. Television works in dollars returned! 3.

Remember, Only television can give you: The right message To the right people At the right time In the right place!