2. Factors Contributing to the Success of Theme Parks
2.3 The management
A systematic and professional management approach benefits theme park in all areas of operation. Its implementation requires a well-qualified and experienced management team. This management team comprises of specialists across all aspects of the operation including (I) strategic planning, (II) finance, (III) marketing and (IV) maintenance.
(I) Pro-active management
Management and staff should be pro-active to respond more quickly and effectively than their competitors to changes in the business environment.
Management needs to be sensitive to the market place and changes in the business environment, i.e. political, environmental, social and technological.
Having this knowledge and sensitivity enables more effective planning for the future.Following example shows the management of the two large theme parks in Hong Kong demonstrates their pro-active approach to deal with the expected increasingly competitive landscape among different theme parks in Asia
Ocean Park Hong Kong has embarked on developing an all-weather indoor with outdoor waterpark at Tai Shue Wan. The construction of the Park's first hotel has
also commenced. Both
development projects are expected to be completed in 2017 and 2018.
The Hong Kong Disneyland has a new themed area "Iron Man Experience" featuring the Marvel characters in early 2017. Added to this, a new hotel is opened in April, 2017. Both managements
recognize the importance for Hong Kong's theme park industry to continue developing novel and distinctive elements (The Legislative Council Commission, 2016).
(II) Strong financial resources and on-going investment Unlike other small and
medium-size enterprises, building up as well as running a visitor attraction involves huge capital investment and on-going funding.
Strong financial resources are required to periodically invest in the provision of new attractions, offer a
major new ride as well upgrade or replace the rides, facilities and services to keep up with changes in visitor preferences. Otherwise the business will gradually decline with falling attendance due to the lack of repeat visits and with visitors thinking there is nothing new.
(III) Strong marketing team
There should be a strong marketing division which is good at:
Identifying potential market segments – it is easier to satisfy target customers by developing special features at the park for specific potential segments as there are lots of different market
Long-term strategic planning in marketing rather than focusing only on short-term tactical approaches – it is necessary to spend a significant proportion of fund each year in promoting competitive advantages.
(IV) Maintenance
Meticulous attention to detail, especially in the area of maintenance, is extremely important to ensure safety and a high quality experience. According to Jim Reid-Anderson, President and CEO of Six Flags, USA, “At Six Flags, nothing is more important than your safety. It is our absolute highest priority” (Six Flags, 2014).In particular, parents will prefer taking their children to theme parks having a good record of park’s safety and security. Therefore, theme park needs to have a safety programme to ensure it has a safe environment where visitors can
enjoy the experience and staff can be satisfied with their workplaces. A safety programme usually has the following objectives in mind:
To maintain a safe work environment through hazard recognition and removal;
To ensure that staff are following
proper safety procedures while working; and
To determine which operations meet or exceed acceptable safety level and government standards.
Areas that should be considered in a safety programme include:
In full compliance with the local laws with respect to - Electrical and mechanical equipment and facilities
- Fire protection systems including alarms, sprinklers and fire extinguishers.
- Structural infrastructures such as buildings, walkways, roadways, fire exits and mechanical rides.
- Transportation systems provide shuttle services for visitors within the theme park or shuttle services between theme park and its affiliated hotels.
Medical services such as nurse stations, Automatic External Defibrillator (AED) and emergency medical services.
entertainment may be suspended due to poor weather conditions. Special safety procedures will be undertaken during poor weather conditions.
Last but not least, theme park’s safety programme is to ensure it has a safe environment where visitors can enjoy the experience and staff can be satisfied with their workplaces. In this connection, theme park’s management must be in full compliance with the local laws, in particular
- Protection to staff - The Occupational Safety and Health Ordinance which provides for the safety and health protection to employees in workplaces, both industrial and non-industrial. It is basically an enabling ordinance setting out requirements in general terms.
(Source: http://www.labour.gov.hk/eng/legislat/content4.htm)
- Protection to visitors - the food law laid down in the Public Health and Municipal Services Ordinance, Chapter 132, and its main provisions cover general protection for food purchasers, offences in connection with sale of unfit food and food hygiene. (Source: http://www.fehd.gov.hk/english/publications/code/allc_1.htm#top)
Links
1. Attractions at Hong Kong Disneyland https://www.hongkongdisneyland.com/at tractions/
2. Attractions Management Handbook 2015-2016: The Global Resource for Attractions Professionals
http://www.attractionshandbook.com/pdf /AMH_2015.pdf
3. China Theme Park Pipeline Report 2013 http://www.inparkmagazine.com/wp-cont ent/uploads/2013/12/AECOM-China-The me-Park-Pipeline-Report-2013.pdf
4. Disney’s Environmental Stewardship Goals and Targets
https://ditm-twdc-us.storage.googleapis.
com/envirogoalsandtargets.pdf
5. Entertainment Designer – how do we address environmental sustainability in entertainment design?
http://entertainmentdesigner.com/news/t heme-park-design-news/how-do-we-add ress-environmental-sustainability-in-ente rtainment-design/
6. European Amusement and Theme Park Industry An Assessment of Economic Impact in Figures: 2014
http://www.iaapa.org/docs/default-sourc e/iaapa-europe/iaapa-europe-economic-impact-study-2014.pdf
7. Guide Book for Guests with Disabilities https://wdpromedia.disney.go.com/medi a/wdpro-hkdl-assets/prod/en-intl/system/
images/guide-book-for-guests-with-disa bilities.pdf
8. Government of Gujarat – Development of Theme Park based on Augmented Reality
https://vibrantgujarat.com/writereaddata/
images/pdf/project-profiles/Theme-Park- based-on-Augmented-Reality-in-Urban-Areas.pdf
9. Hong Kong Disneyland’s Corporate Environmental Policy
http://hkcorporate.hongkongdisneyland.c om/hkdlcorp/en_US/environmentality/ov erview?name=CorporateEnvironmentalP olicyPage
Links
12. Hong Kong Ocean Park: Health and Safety Policy https://www.oceanpark.com.hk/en/sustai nability/health-and-safety-policy
13. Hong Kong’s Ocean Park: A Home-grown Success Story
http://www.hktdc.com/mis/ires/en/s/ocea n-park.html
14. International Association of Amusement Parks and Attractions (IAAPA) 國際遊樂場及景點協會
http://www.iaapa.org/
15. International Association of Amusement Parks and Attractions (IAAPA) - Introduction to the Attraction Industry
http://www.iaapa.org/docs/default-docu ment-library/introduction-to-the-attaction s-industry.pdf?sfvrsn=0
16. IAAPA – Handout on Theme Park Resorts, Business Planning
http://www.iaapa.org/docs/default-sourc e/Education-Handout-Archive/theme-par k-resorts-business-planning-for-new-and -expansion-projects.pdf?sfvrsn=0
17. International Quality & Productivity Center – How will future theme parks look like?
http://www.iqpc.com/media/1003928/59 469.pdf
18. Lantau Space For All - Recreation and Tourism http://www.landac.hk/en/future-lantau/re creation-and-tourism
http://www.devb.gov.hk/en/home/my_blo g/index_id_160.html
http://www.devb.gov.hk/filemanager/en/c ontent_923/PC_SC_Paper_03_2014_(E ng).pdf
19. The Legislative Council Commission - Challenges for the theme park industry in Hong Kong (ISE09/15-16) Research Office, Information Services Division, Legislative Council Secretariat
http://www.legco.gov.hk/research-public ations/english/essentials-1516ise09-chal lenges-for-the-theme-park-industry-in-ho ng-kong.htm
20. Museums and Theme parks: Worlds in Collision? http://www.academia.edu/11494293/Mu seums_and_Theme_parks_Worlds_in_
Collision
21. Ocean Park develops a 10-year Carbon Footprint Management Plan
http://www.oceanpark.com.hk/en/press-r elease/ocean-park-sets-new-industry-st andards-carbon-management-energy-co nsumption-reduction
Links
22. Ocean Park Hong Kong - Tai Shue Wan Development at Ocean Park. EIA Executive Summary (2014)
http://www.epd.gov.hk/eia/register/report /eiareport/eia_2212014/PDF/ES/TSW%
20ES%20Eng.pdf
23. Ocean Theme Parks: A Look Inside China’s Growing Captive Cetacean Industry
http://www.awionline.org/sites/default/file s/uploads/documents/AWI-ML-CCA-201 5Report-Web.pdf
24. Park Experience at Hong Kong Ocean Park http://www.oceanpark.com.hk/en/park-e xperience/attractions
25. Silicon Valley Power to Fuel Theme Park with Renewable Energy
http://www.renewableenergyworld.com/a rticles/2017/04/silicon-valley-power-to-fu el-theme-park-with-renewable-energy.ht ml
26. Research Report : China Theme Park Industry http://yuqing.people.com.cn/NMediaFile/
2016/0616/MAIN201606161527000214 279159143.pdf
(available only in Chinese)
27. Secrets of Disneyland Paris https://news.disneylandparis.com/en/20 14/12/14/secrets-disneyland-paris-fun-fa cts-behind-scenes/
28. Shanghai Disneyland Etiquette Guide http://www.inquisitr.com/3158998/shang hai-disneyland-etiquette-guide-released- by-chinese-government-following-public-defecation-and-graffiti-on-park-grounds/
29. TEA/AECOM 2016 Attendance Report http://www.teaconnect.org/images/files/T EA_235_103719_170601.pdf
30. Theme Parks - Out-of-the-Ordinary Worlds http://www.tjf.or.jp/takarabako/PDF/TB0 8_JCN.pdf
31. Theme Parks - The Business of Storytelling https://www.forrec.com/wp-content/uploa ds/2015/11/FORREC_Theme_Parks.pdf
Links
34. Walt Disney World Resort switches to solar energy http://stedu.stheadline.com/pri/pri_news.
php?aid=15502
Available only in Chinese
35. 十四個巴黎迪士尼嘅秘密 https://hktravelnow.yahoo.com/post/144
748963264/%E5%94%94%E8%AC%9B
%E5%94%94%E7%9F%A514%E5%80
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BF%AA%E5%A3%AB%E5%B0%BC%E 5%98%85%E7%A7%98%E5%AF%86?
soc_src=social-sh&soc_trk=fb
36. 上海倡議“六不規範” http://cnews.chinadaily.com.cn/2016-05/
19/content_25374684.htm
37. 大嶼山「全民新空間」康樂及旅遊 http://www.landac.hk/tc/future-lantau/rec reation-and-tourism
http://www.devb.gov.hk/tc/home/my_blo g/index_id_160.html
http://www.devb.gov.hk/filemanager/tc/c ontent_876/paper_03_2014.pdf
38. 主題公園行業研究報告 http://yuqing.people.com.cn/NMediaFile/
2016/0616/MAIN201606161527000214 279159143.pdf
39. 主題公園講故事的生意 https://www.forrec.com/wp-content/uploa
ds/2015/11/FORREC_%E4%B8%BB%E 9%A2%98%E5%85%AC%E5%9B%AD-2015.pdf
40. 香港迪士尼樂園：身體有障礙的賓客指南 https://wdpromedia.disney.go.com/medi a/wdpro-hkdl-assets/prod/zh-hk-intl/syst em/images/guide-book-for-guests-with-d isabilities.pdf
41. 香港迪士尼樂園 - 遊樂設施 https://www.hongkongdisneyland.com/z h-hk/attractions/
42. 香港海洋公園 - 公園精彩體驗 http://www.oceanpark.com.hk/tc/park-ex perience/attractions
43. 香港海洋公園：本土的成功故事 http://www.hktdc.com/mis/ires/tc/s/ocean -park.html
Links
44. 海洋公園大樹灣發展計劃 (2014) http://www.epd.gov.hk/eia/register/report /eiareport/eia_2212014/PDF/ES/TSW%
20ES%20Chi.pdf
45. 海洋公園訂立未來十年的減碳策略 http://www.oceanpark.com.hk/tc/press-r elease/ocean-park-sets-new-industry-st andards-carbon-management-energy-co nsumption-reduction
46. 博物館與主題公園－相衝擊的兩個世界？ http://web2.nmns.edu.tw/PubLib/Library/
quaterly/200001_109.pdf
47. 全球主題景點遊客報告 TEA/AECOM 2016 年 http://www.teaconnect.org/images/files/T EA_239_717418_170609.pdf
48. 職業安全健康局 - 綠十字
零售百貨業的工作安全健康壓力、心理、人生大型 主題公園工作安全健康(12 頁)
http://www.oshc.org.hk/oshc_data/files/g reencross/2016/GC201501.pdf
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50. 華特迪士尼公司企業環保政策 http://hkcorporate.hongkongdisneyland.c om/hkdlcorp/zh_HK/environmentality/ov erview?name=CorporateEnvironmentalP olicyPage
51. 2013 中國主題公園項目發展預測 http://www.inparkmagazine.com/wp-cont ent/uploads/2013/12/AECOM-China-The me-Park-Pipeline-Report-2013.pdf
52. 《急速發展的海洋公園：中國大陸圈養鯨豚產 業初探》
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53. 珠海長隆園區環保措施 http://zh.chimelong.com/oceankingdom/
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