Service Marketing In Theme Parks

Services Marketing in Theme Parks MGMT E-6020 | Fall 2011

Submitted on Dec 12, 2011 by:

Zeynep Belge

Ellen E. McCarthy

Hassan Osman

Raghunathan T. Saranathan Services Marketing in Theme Parks MGMT E-6020 – Fall 2011

Table of Contents

I. Overview...... 3

II. Positioning and Value Proposition...... 3

III. Brand Identity...... 13

IV. Market Segmentation...... 19

V. Financial Information, Industry Reports and Recent Press...... 26

VI. 7 P’s: What to emulate, what to improve...... 30

VII. Appendices...... 35

VIII. Endnotes...... 37

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011

I. Overview

According to a 2011 report, the amusement park and arcade industry in the

United States includes about 3,000 establishments and boasts combined annual revenue of roughly $13 billion. Close to 85% of the combined annual revenue is generated by the 50 largest companies in the industry. Three of the largest companies include Walt Disney, SeaWorld, and Universal Parks & Resorts.1 This analysis places focus on specific locations of these 3 larger companies: Magic Kingdom at Walt Disney

World (Lake Buena Vista, FL, U.S.A.), Universal Studios at Universal Orlando (Orlando,

FL, U.S.A.), and SeaWorld Florida (Orlando, FL, U.S.A.). The focus on Florida locations is in line with tourism concentration for large theme park attractions.

Excluding arcades, according to the International Association of Amusement

Parks and Attractions (IAAPA) (2009), there are more than 400 amusement parks and attractions in the United States and the largest ones are located in California and

Florida.”2 The Orlando Visitors Bureau estimates that in Orlando alone a person would need 41 eight-hour days to visit all of the attractions Orlando has to offer. 3 According to themeparkinsider.com, all 3 Florida-based parks included in this analysis are on the list of Top 10 Theme Parks in the US as determined by 2010 attendance.4

II. Positioning and Value Proposition

Magic Kingdom, Universal Studios, and SeaWorld are all successful entertainment destinations for reasons that are both similar and unique to each service organization. Each company’s success is driven in part by clearly articulated positioning tied to specific value propositions, as well as a focus on social and

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 environmental responsibility. Key to any service organization is positioning, which distinguishes a brand from its competitors by creating a “unique selling proposition relative to the competition.”5 While each of these theme parks does not expressly state a particular positioning statement to the public, it is clearly evident from each park’s website how each park hopes to distinguish itself, as well as how each helps

“prospective customers to get a mental “fix” on what to expect” given the “intangible, experiential nature” of the service.6

Tied closely to positioning is a company’s customer value proposition (CVP), which is the “sum of benefits the customer will receive.” The CVP explains why the customer should buy the service and also serves to differentiate the company from its competitors7. The CVP is typically used as a marketing strategy which, coupled with positioning, focuses on distinguishing the brand.8 While there are several components to the CVP, a key component of a theme park’s value proposition is the servicescape, which is touched upon later in the analysis.9 In terms of servicescape it can be stated that “physical surroundings help to shape appropriate feelings and reactions in customers and employees.” Many theme parks effectively use the servicescape concept to enhance their service offerings by creating, for instance, a fun, high energy environment coupled with thematically costumed characters and bright colors.10

Magic Kingdom is said to provide “classic experiences that pay tribute to Walt

Disney’s concepts and designs” while capturing “the enchantment of fairy tales with exciting entertainment, classic attractions, backstage tours and beloved Disney characters.” The park is designed in a wheel-like pattern, with the center in front of

Cinderella’s Castle and “pathways (that) spoke out across the 107 acres of Magic

Kingdom theme park and lead to . . . six whimsical lands.”11 The Magic Kingdom website explains that, as you, the visitor, meander through these six lands, you “see how fantasy becomes reality when you learn how to be a pirate, match wits with funny monsters and conquer mountains. Get swept up in the spectacle of splendid parades and fireworks shows at Magic Kingdom theme park—it's here that dreams come true for children of all ages.”12

It is clearly evident from the park’s website that the goal of the park is to provide an enchanted experience through various outlets, and that the park is designed to appeal to all children, regardless of age, including the adult who is a child at heart.

Rides and attractions focus, for the most part, on nostalgic or newer characters, which is in keeping with the park’s appeal to all ages. Rides include The Hall of Presidents,

The Many Adventures of Winnie the Pooh, Peter Pan’s Flight, and newer attractions such as Buzz Lightyear’s Space Ranger Spin. For those seeking more speed, the park offers rides like Space Mountain.13 There are options that appeal to everyone.

If one had to create a specific positioning statement for Magic Kingdom it might be as follows: For children of all ages who wish to see their dreams come true,

Disney’s Magic Kingdom is an enchanted land that provides visitors with whimsy and memories to last a lifetime. Unlike some theme parks, the Magic Kingdom celebrates imagination, fantasy, and the past and future, while providing wholesome fun for the entire family.14 The emphasis on being a wholesome, great time for visitors of all ages is a key component of Magic Kingdom’s positioning and value.

In contrast to Magic Kingdom, Universal Studios is marketed as a place where visitors can “go behind the scenes, beyond the screen, and jump right into the action of

[their] favorite movies at . . . the world's premier movie and TV based theme park.” The park caters to the belief that “It’s everybody’s fantasy… to leap through the screen and find yourself in the middle of your favorite motion pictures” and makes “YOU become the star of some of the greatest movies and TV shows ever made.” 15 A quote from

Steven Spielberg, the park’s creative consultant, is prominently featured on the site, driving the message home by stating “Universal puts people inside incredible and timeless stories and gives them a chance to discover their own inner hero.” 16 Like the

Magic Kingdom, core aspects of Universal Studio’s positioning are fantasy and fun, but these traits are positioned in very different ways. While Magic Kingdom targets younger children and wholesome family fun, Universal Studios targets older children and adults by focusing on the edgier aspects of the same concepts. Excitement is approached in a different way at each location.

It is clearly evident from the park’s website that Universal Studios focuses on being viewed as not only a place where visitors can feel and experience being a part of their favorite movies and TV shows, but also focuses on being Orlando’s best attraction.

In keeping with the park’s focus, the site’s wording throughout suggests excitement, movement, and action. A section of the site is devoted to what the park has to offer and highlights exciting rides to appeal to potential visitors. The tag line of the park’s website offers a glimpse at one of the park’s main focuses - “Your Orlando Vacation

Destination.”17 The following excerpt from the park’s website also supports

Universal Studios’ position as THE park to see in Orlando. Universal Studios is described as

“more than a theme park. It’s an entire universe of action and thrills . . . unlike anything else in Orlando . . . Every member of the family can share unforgettable

experiences together. You can have the ultimate adventure, enjoy fun with your kids, rejuvenate yourself, have a romantic dinner, challenge yourself on incredible theme park rides, and relax by the pool in a beautiful Florida setting. . . Nobody puts you in the picture like Universal Studios®. Here an amazing array of rides, shows and attractions make YOU the star, putting you right in your favorite scenes from your favorite movies and TV shows. Universal Studios is the only place on earth where you can experience all the nail-biting excitement, all the pulse-quickening thrills, all the side-splitting comedy of the greatest movies and TV shows ever created… with YOU right in the middle of the action!”18

The park focuses specifically on being Orlando’s best attraction for good reason.

A popular belief is that Orlando is “broken down into the categories: Disney and "all others."”19 It is key to the park’s livelihood to distinguish itself as better than any other attraction in Orlando, including Disney’s parks, like the Magic Kingdom. An important value proposition that Universal focuses on is convenience as compared to Disney. As

Bob Gault, former President and COO of Universal Studios, puts it,

“Our guests, the ones who have stayed at Disney before, are telling us that our destination is much more convenient. It is more user friendly. Our canal system makes everything convenient to everything else. Unlike Disney which is spread over thousands of acres, it's a great deal easier to get around here. You're just a five-minute walk or boat ride to anything in the destination. People really enjoy that synergy and convenience.” 20

The selection of rides that Universal Studios has to offer is key to attracting potential customers. Ride highlights include, but are not limited to, descriptions of The

Simpsons Ride, Revenge of the Mummy, and MEN IN BLACK Alien Attack. Each ride description emphasizes excitement. For instance, the Men in Black ride, targeted for visitors ages ten and under, is described as “All right rookies… this is no drill! It's up to

YOU to protect the Earth from aliens in MEN IN BLACK Alien Attack. As an agent trainee, you'll zap aliens as you chase them through the streets of New York in this high-tech, interactive ride based on the hit movies. But be warned... these aliens zap back, spinning your vehicle out of control.”21

If one had to create a specific positioning statement for Universal Studios it might be as follows: For movie and TV enthusiasts who want more than just a theme park,

Universal Studios Orlando is an entire universe of action and thrills that provides every member of the family an unforgettable experience that can be shared together. Unlike other theme parks in Florida and the US at large, Universal Studios Orlando has an amazing array of rides, shows and attractions that make YOU the star and put YOU right in the middle of the action. The emphasis on YOU is key and can be recognized as a core aspect of the park’s positioning and value.

SeaWorld distinguishes itself in a markedly different way as compared to Magic

Kingdom and Universal Studios. While SeaWorld Florida also offers rides and attractions, the main focuses are on experiences with animals, education, and the conservation of marine life. These focuses are readily apparent on SeaWorld Florida’s website. In a departure from the “about us” features of the Magic Kingdom and

Universal Studios websites, SeaWorld does not offer an “about us” section. That being said, SeaWorld’s focus is immediately noticeable. In addition to highlighting different park attractions and experiences, there is a section on the main page of the site concerning Educational, as well a link to Conservation. These will both be discussed further later in the analysis.22 SeaWorld has fewer rides and attractions than Magic

Kingdom and Universal Studios but, per the main sites tagline, the park is where

“Where Worlds Connect,” which is in keeping with why the site’s focus is on animal experiences and not simply on rides.23

SeaWorld Florida, like Magic Kingdom, is meant to be a mellower experience than Universal Studios. While both Magic Kingdom and Universal Studios can easily

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 get heavily lined, “even when it is crowded, you get the sense that Sea World is designed to offer more of a mellow stroll.”24

If one had to create a specific positioning statement for SeaWorld Florida it might be as follows: For animal lovers who desire not just rides but experiences, SeaWorld

Florida is a destination like no other, one that provides every member of the family unforgettable memories with each other and some of the world’s most majestic marine animals. Unlike other theme parks, SeaWorld Florida brings the wonders of the ocean directly to you through an array of rides, shows, attractions, and educational experiences. Experience SeaWorld, where worlds connect, and gain an even deeper appreciation for the ocean and its inhabitants. The emphasis on connection and experiences, rather than rides alone, is key to the park’s positioning and value.

Generally, parks in Florida tend to be segmented into two categories – Disney parks and all other parks. “The "all others" have banded together, in a way, by creating the Orlando Flex Ticket, which packages admissions to Sea World, Universal Studios,

Islands of Adventure, the Wet 'n Wild Water Park and the Busch Gardens Park in

Tampa.”25 By using this option, visitors can see SeaWorld for unmatched marine life experiences and Universal Studios for exciting and edgy movie and TV fun, all while on the same trip, and perhaps even in the same day.

The positioning and value propositions of all three parks are clearly articulated and deliberate. The park’s websites leave little, if any, question or doubt in the potential visitors mind of what to expect. To bolster this judgment, it is crucial to note that all three park websites have extensive sections devoted to helping potential visitors plan their trips to get the most out of the park experience, and the overall experience of

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 vacationing in Florida. Included are tips of dining, transportation, lodging, and much more. Universal Studios goes as far as to have a specific link for Florida residents, which offers special discounts. Magic Kingdom offers, under “Plan Your Vacation,” a

Moms Panel Advice area and also a Let the Memories Begin area where people can post pictures of their family memories to give other visitors a glimpse at what can be expected.26 In its “Know Before You Go” section, SeaWorld’s website, like Magic

Kingdom and Universal Studios, offers ride information, parking information, addresses frequently asked questions, and provides helpful tips on other topics.

It is important to note that all three parks focus on social responsibility and the environment. The findings of a study by Hamilton et al. (1993) of these three companies suggest that “the three theme park companies have embedded the idea of their CSR activities in their vision, mission, business models, and strategies. . . . Their

CSR activities are linked with their overall corporate vision, mission, and business strategies.”27 The study states that

“in addition to their extensive CSR activities, perhaps the most important social contribution of the theme park companies studied is their commitment to quality entertainment and their goal to educate and inform their customers and employees. All these three theme park companies are known globally for offering exemplary entertainment.”28

Disney, as a larger company, has a CSR strategy that focuses on children and families and is meant to

“encourage positive development of children by making content of products and services appropriate for kids of all ages. In addition, partnering with parents and creating safe environments for children not only in theme parks but also outside the theme park environment.”29

The company’s overall CSR strategy reads:

“We believe that being a good corporate citizen is not just the right thing to do; it also benefits our guests, our employees and our businesses. It makes the company a desirable place to work, reinforces the attractiveness of our brands and products and strengthens our bonds with consumers and neighbors in communities the world over. It is evident that children and families are key in the company’s CSR efforts: Children and families are at the heart of so much of what we do at Disney, which is why setting positive examples through the entertainment and experiences we produce is critical to our business approach.” 30

In addition to a focus on children and families, Disney’s CSR efforts point to environmental consciousness as well.

“Since the company’s earliest days, conservation and their environmental efforts have been recurring themes in the company’s offerings . . . the company focuses on water and energy conservation, greenhouse gas emissions reduction, waste minimization, ecosystem conservation, and inspire action.”31

Universal Studios, like Disney, focuses on corporate social responsibility and the environment. There is a particular focus on Florida, in keeping with the park’s positioning as the best attraction in Orlando. The park’s social responsibility efforts focus on “environmental sustainability; learning development; public education early and post secondary education; diversity issues; child abuse, neglect, and prevention of both; foster care – meeting the needs of our young people; and children with life threatening/serious illnesses or with disabilities” through a variety of mediums, including the work of the Universal Orlando Foundation. The Florida focus is evident from an excerpt from Universal’s Universe of Caring website, which is mentioned in the study:

“Universal Orlando is committed to being the #1 entertainment destination in the world while improving the quality of life where our team members live, work, and play. Being a good corporate citizen and employer of choice is a top priority for our company. We do this because it will result in a better Central Florida for all of us and because it is the right thing to do [. . .] Universal Orlando’s Community Relations efforts, along with the Universal Orlando Foundation grant-making program, focus on the areas of education, children, and families.” 32

Like Disney, Universal Studios shows a commitment to environmental initiatives in areas including conservation, recycling, education, and designing environmentally friendly attractions. The company at large developed an initiative called “Green is

Universal,” which shows their “commitment to bringing an environmental perspective to their networks, platforms, audiences, and communities.” The following is a statement from the dedicated Green is Universal website, which can be reached from the main

Universal Studios site, as well as Universal Orlando’s site:

““Going green” is no small undertaking – whether you are a big media company or an individual hoping to make a change – so we’ll be posting all of our exciting news on this site along with green tips, green clips, and a fast-paced blog covering everything we’re doing at National Broadcasting Company (NBC) Universal Studios Orlando, and beyond. We hope you’ll dive in, join the conversation, and help us make “green” as universal as we can.”33

The park’s green initiatives are evident in the building of rides such as The Simpsons

Ride, through which “Universal Orlando [has] employed a variety of technological innovations in the design and construction . . . and are ushering in a new era of environmentally conscious theme park ride construction.”34

According to the study, SeaWorld at large has a social responsibility philosophy stated as follows: “our longtime belief has been “Making Friends is Our Business.””

SeaWorld’s initiatives can be categorized as responsibility, environment, people, community, and accountability. The study further sites that “the company rescues, rehabilitates and releases more marine animals than any other company” and, as “a leader in animal rescue and rehabilitation, SeaWorld has supported conservation projects worldwide for more than 30 years.” In addition, “as one of the world’s leading marine mammal rescue and rehabilitation facilities, SeaWorld routinely assists with efforts to save wildlife around the world. Since 1970, our staff of animal care experts

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 and veterinarians has helped rescue more than 15,000 animals.” 35 It is quite clear that all three parks have strong positioning that is bolstered by socially and environmentally responsible practices and focus.

III. Brand Identity

While a company’s positioning strategy and value proposition are pivotal in terms of developing market strategy, so too is a company’s brand identity. Brand identity is comprised of the “visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.”36 As mentioned as a key component of value proposition, the servicescape comes into play with each park’s brand identity. It is evident from the park’s websites alone that all three companies have strong, cohesive brand identities, which help each remain recognizable, target customers, and attempt to gain recurring business. The key concepts to each park’s brand identity are characters and stars.37

Magic Kingdom’s brand is best captured by its “Where Dreams Come True” mantra, a phrase that reflects the park’s focus on enchantment, whimsy, and being a place where the entire family can create memories and enjoy a wholesome experience.38 The key component of Magic Kingdom’s brand identity are the Disney characters, which greatly impact the park’s servicescape and are featured in character- themed merchandise, on the website, in commercials, through the various attractions, and also as a live presence in the park.

As previously stated, characters are of great importance to the Magic Kingdom and larger Disney brand. As RK Kelley, GM of entertainment for the Magic Kingdom, puts it

“ Meeting a character sometimes has meaning way beyond the obvious. That hug and that interaction [between a costumed character and a child] stimulates amazing and sometimes unbelievable response. . . People have been asking for more. As soon as we added more, we began getting fabulous feedback, both from our in-park surveys and from letters that we received." 39

Walt Disney World Resort President Al Weiss has commented that there are now more characters in the park than ever before. “Most of the buildup in characters over the past year has been in the Magic Kingdom. It's really the home of the characters at Walt

Disney World, where fantasy reigns.”40 At the Magic Kingdom, children can get pictures taken with their favorite characters, dine with them, and buy merchandise connected to them. Disney has a "full house of characters, ranging from the early cartoon classics . . . to the newer animated characters including Buzz Lightyear, who has his own dark-ride at the Magic Kingdom at Walt Disney World in Florida. The "real" Buzz

Lightyear can be found hanging out in queue area.”41

Like Magic Kingdom, Universal Studios brand identity is based on characters as well. Universal’s branding strategy is best captured by it registered phrase “Nobody puts you in the picture like Universal Studios.”42 Key to the brand strategy is the emphasis on YOU and your connection to the characters and themes. In numerous areas the site emphasizes YOU, the visitor, as being in on the action. For instance, when describing one of the rides, the site states “Take Your Music for a Ride on the all- new Hollywood Rip Ride Rockit, the world’s most technologically advanced roller coaster where YOU pick the music.”43 This strategy is effective in making the visitor feel like the experience is personalized. Emphasis on one simple word can make all the difference. The experience is about visitors of all ages feeling a part of their favorite movies and TV shows, not just that they are visiting a theme park. To bolster this

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 strategy, Universal Studios, like the Magic Kingdom, focuses on well-known characters that visitors can relate to.

The majority of attractions are recognizable by name as tied to particular characters, movies and television shows. Examples include The Simpsons Ride, Shrek

4-D, Revenge of the Mummy, MEN IN BLACK Alien Attack, JAWS, Fear Factor Live,

Lucy – A Tribute, A Day in the Park with Barney, and The Blues Brothers Show, to name a few. It is evident from these attraction names that various age demographics are targeted, from children who like Barney, to young adults who like Shrek, to older generations who like Lucille Ball and can appreciate the Blues Brothers and JAWS.44

Target visitors for all three parks will be examined further in the market segmentation portion of the analysis.

As Bob Gault, former President and COO of Universal Studios, puts it

“ We strengthened our atmosphere entertainment so as people moved from attraction to attraction they were constantly entertained, and that helped us raise the level of energy in both of our parks. . . Disney is more focused on families with younger children. Our intellectual property that we base our parks on is edgier. It's more intense. It's more exciting. It's more contemporary.”45

Universal Studios uses characters to drive this energy and synergy.

Jim Timon, VP entertainment of Universal Studios, said a

“balance of characters within the overall attraction mix in the park is critical to create the desired effect, to surpass the expectations of the guest. The larger number of characters "on duty" gives guests more opportunities for spontaneous interaction. Parks are filled with lots of people and, basically, visiting a park is usually a group experience. Hugging a character is a very intimate, one-on-one activity that provides a truly interpersonal experience. In most cases, the number of people impacted by characters is greater than those impacted by rides. That's why it is so important to do it right."”

Universal Studios, like other parks, emphasizes its characters as part of the overall appeal. Timon has commented further that the park’s walk-around characters

"are the glue that holds the entire entertainment package together."

Like Disney, Universal has a lot of characters to work with. For example,

Universal Studios can use characters such as

“ the Universal Monsters and "face" characters such as Charlie Chaplain, The Blues Brothers, Beetlejuice, Marilyn Monroe and Lucy and Ricky Ricardo. . . Universal also has the rights to a variety of popular Nickelodeon, Hanna Barbera, and DreamWorks properties. Currently, the park is benefiting from having some of the hottest cartoon characters out there today, including SpongeBob SquarePants, Jimmy Neutron, and Shrek.” 46

The character presence adds value to a guest’s visit. Like the Magic Kingdom, the park also “utilizes its characters in its marketing efforts, most recently featuring the

Frankenstein monster in its TV spots.” Also similar to the Magic Kingdom approach is the fact that visitors can walk out of an attraction, and the characters they just saw are waiting at the exit to meet them “in the flesh.”47

SeaWorld approaches brand identity in a markedly different way as compared to

Magic Kingdom and Universal Studios. Unlike Magic Kingdom and Universal Studios,

SeaWorld does not place the same emphasis on characters, which makes sense since the park is not character driven. It could be said that the “characters” the park features, however, are its animals. The park’s website features a “Know Our Stars” section for this purpose. It is clearly evident that animals are highlighted and make up the park’s brand focus. The website also features a Shamu Cam and a Penguin Cam so that site visitors can view the animals in real time. That being said, fine print lets the visitor know that the animals featured are at the San Diego location.

In addition to highlighting characters as part of brand marketing, all three parks use social media, merchandise, and On-line advertising as a way of reaching potential visitors. The Magic Kingdom’s dedicated website can be reached off of the main Disney

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 website. The look and feel of the Magic Kingdom site carries over all of the qualities of the main Disney site, keeping the look consistent and cohesive. Initial visual emphasis is placed on a static photo of a statue of Walt Disney and Mickey Mouse, with

Cinderella’s castle in the background. The main page also features popular Disney character Donald Duck. In keeping with the Magic Kingdom’s mellower, family oriented approach to its park, the site allows the viewer to change pictures manually or choose to watch a video highlighting what Magic Kingdom has to offer. The page is mostly static.

The site shows it is keeping up with the changing technological landscape by highlighting current social media outlets through a Stay Connected section featuring

YouTube, Facebook, Twitter, and Blogging.48 The entire site highlights the park’s extensive character cache, which is bolstered by character focused merchandise sold throughout the park. It is no wonder that Disney, in general, is so well known, as it reaches a broad range of potential visitors through various mediums.

Similar to Magic Kingdom, Universal Studios’ website highlights the Online

Merchandise Store where one can purchase “GREAT GIFTS” that are often exclusive to

Universal Studios, as well as merchandise from The Wizarding World of Harry Potter.

The merchandise site opens as a separate web page but has the same look and feel of the main Universal Studios site, which is carried over to the specific Orlando site as well. Also similar is the focus on social media outlets; however, the Universal Studios site only asks guests to “Follow us on Facebook and Twitter.” 49

In keeping with its Green is Universal campaign, there is a link to the campaign on the main Universal Studios, and also via a link less prominently displayed on the

Universal Studios site. The link brings the visitor to a separate site devoted entirely to

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 the initiative.50 While this site looks markedly different in terms of color and set-up from the other Universal sites, the site does feature a Dr. Seuss character in keeping with character focus. In terms of appearance, the Universal Studios site looks like the

Universal Hollywood site and gives a consistent look to the larger Universal brand.

Also in keeping with the style of the park is the fact that there is a lot of movement on the site in terms of changing pictures and actions. This drives home the energetic feel of the park and its attractions.51

The main SeaWorld site leads the visitor to the specific SeaWorld site, which like

Magic Kingdom and Universal Studios, uses similar coloring and graphics as its parent site. Interestingly, the main site tagline of “Where Worlds Connect” is not featured on the Orlando-specific site. There is movement on the main page of site and it is visually busy and interesting, but changing pictures are static and devoid of motion, much like

Magic Kingdom’s site. This is in keeping with the mellower approach that both Magic

Kingdom and SeaWorld take to their parks.

Similar to Universal’s approach with Green in Universal, SeaWorld’s site links the visitor to a separate site called “SeaWorld Cares,” which is a “SeaWorld Parks &

Entertainment initiative, involving Discovery Cove, SeaWorld, Aquatica, Busch Gardens,

Adventure Island, Water Country USA, and Sesameplace.52 Here there is more information on Education, Conservation, Rescue & Rehab, Community, Our Animals, and Media.” There is also a SeaWorld’s Happy Tails program which gives two free

SeaWorld tickets to people who adopt a pet from a local shelter.53

As with Magic Kingdom and Universal Studios, park merchandise can be purchased on-line or at the park. The on-line store is called The Shamu Store and

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 features sea themes and often the SeaWorld logo.54 In terms of social media,

SeaWorld directs site visitors to “Stay Connected” via Twitter, Facebook, YouTube,

Flickr, and Blogging.

It is clear that all three parks market their brand through a focus characters, or in the case of SeaWorld, star animals, as well as merchandise, web presence, and social media. One can also easily locate videos showing each park via YouTube and other media outlets. Part of each park’s marketing strategy and positioning is deciding who to target and how to approach doing so. Each park uses market segmentation to plan its approach.

IV. Market Segmentation

A market segment is composed of a group of buyers who share common characteristics, needs, purchasing behaviors or consumption patterns.55 After a firm has identified the various market segments it might pursue, it evaluates each segment’s attractiveness and decides which to pursue using a process known as target marketing.56 In general, although all three theme parks aim to be an entertainment destination for all kinds of people, they tend to group their attractions in a way that would appeal to and be appropriate for different age groups. Moreover, the parks offer loyalty programs to heavy user groups who visit the parks multiple times a year and enjoy the option of flexibility. Through these programs, the parks offer discounted prices for park entrance as well as for different attractions within the parks and facilities such as parking, dining and merchandise sales.

Walt Disney’s Magic Kingdom theme park is the place “Where Dreams Come

True,”57 especially for children. With this in mind, Disney realizes that its primary appeal

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 for Magic Kingdom is to families with young children that are older than toddlers but younger than teenagers. This is an age when children are tall enough to ride all the rides and yet young enough that they are still excited by the Disney products and characters.58 This is also evidenced from the statement of Walt Disney Company’s 2010

Annual Report in which it is stated that peak attendance and resort occupancy generally occur during the summer months when school vacations occur and during early-winter and spring-holiday periods.59

In order to identify the young families it is pursuing for Magic Kingdom, Disney uses demographics like gender, age, and income. In its commercials and ad campaigns, Disney directs its marketing efforts to this target group, which includes both children and parents. The park’s commercials show smiling girls hugging princesses and boys playing pirate, while indulgent parents watch them benevolently or

Cinderella’s coach coming to the children’s window as the parents sit downstairs and review prices for a weeklong Disney vacation.60

Although Magic Kingdom is mostly targeted to families with younger kids, it was designed and planned to appeal to all ages. Walt Disney got the inspiration for

Disneyland more than 50 years ago when he used to take his daughters to local

Southern California amusement parks and found himself sitting on a bench, bored and having nothing to do. He wanted to create a place where families could experience and have fun together, immersed in an atmosphere rich in detail and storytelling. 61 Magic

Kingdom consists of six themed lands: Main Street USA, Adventureland, Fantasyland,

Frontierland, Liberty Square, and Tomorrowland.62

Each land provides a unique guest experience featuring themed rides and attractions, live Disney character interaction, restaurants, refreshment areas and merchandise shops. Additionally, there are daily parades such as the Main Street

Electrical Parade and a nighttime fireworks extravaganza called Wishes.63 From live shows, to world famous dining, to rides that range from thrilling to sedate, people of all ages are able to find something that appeals to their tastes.

On Magic Kingdom’s official website, there are lists of entertainment options and attractions along with a brief description of what they are and for what age range they are best suited. The descriptions also include the guest policies where age and height restrictions for attendants are outlined. By providing this information up front, people who have kids at different ages, such as infants, toddlers, preteens, as well as young couples and senior people, can know details in advance and plan their park visit(s) accordingly. The guest services inside the park offers stroller rentals, baby changing and feeding stations as well as wheelchair rentals for those who are concerned with long distance walking.64

Universal Studios in Orlando is the second most popular attraction among

Orlando visitors (together with the Islands of Adventure) and receives a broad cross- section of local, domestic and international visitors.65 The park caters to a variety of different audiences, such as families with young children, families with older children, young adults, unmarried couples and teens through a wide variety of content including theme park attractions, night clubs and restaurants in the Universal Citywalk area. While

Magic Kingdom is fun, friendly, safe, and family-oriented, Universal Studios is perceived as edgy, with a focus on action, thrills and the illusion of danger. Guests at Universal

Studios Florida have the opportunity to “Ride the Movies” as they go inside exciting scenes from some of Universal’s most well-known films, thus making the park appealing to many age groups.66

Similar to Magic Kingdom, Universal Studios also lists its attractions and rides on its official website, providing brief information about each ride and specifying the target guests for each specific ride. For instance, the relatively new Hollywood Rip Ride Rockit and Revenge of the Mummy are listed as “best for teens” whereas The Simpsons Ride and Terminator 2:3D as listed as “best for family.” 67 Moreover, there are reviews and comments from people who have experienced the rides, including their pictures next to the comments. Some of the pictures include “father and son” or whole family themes, whereas some pictures show males or females from different age groups, including senior citizens. This lends support to the idea that Universal Studios is designed as a theme park for everyone.

As mentioned in the Positioning and Value Proposition sections, SeaWorld

Orlando’s setup is markedly different from Magic Kingdom and Universal Studios.

SeaWorld has fewer rides and the majority of the park is designed around shows, animal exhibits and exclusive park experiences. SeaWorld is also designed to educate the public about marine wildlife and how to preserve it for future generations.68

Similar to Magic Kingdom and Universal Studios website strategies, SeaWorld also lists its rides on its official website, briefly describing each and giving specific requirements for people who would be able to ride them. In addition, SeaWorld groups the so called “exclusive park experiences” by target group. Categories include “for kids,” “for thrill seekers,” and “for animal lovers”69 in an attempt to segment guests into

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 different groups according to their interests and age. While rides are listed under the target group “for thrill seekers,” the exhibitions and the interactive, instructor guided animal programs are listed under the “for animal lovers” group. The interactive animal lover programs, such as Penguin Up-Close, Beluga or Dolphin Interaction experiences, are targeted more to guests who came to the park to be close to and learn about animals rather than only ride the thrilling rides. These guests are those who tend to plan their visits in advance and are willing to pay more in addition to the park entrance fees to attend specific events.

At SeaWorld, the animal shows are designed so that both adults and children can enjoy them together. Shows, such as the famous Shamu show and Blue Horizons, a visionary sea-and-sky spectacular where the dolphins and birds fly and dive into water, are presented as full musical theater productions offering music, dance and an impressive set to frame the story.

SeaWorld also offers educational and summer adventure programs to students, including but not limited to, day camps and school programs through which the education supports Sunshine State Standards, National Education Standards and the essential principles of the Ocean Literacy Project. For these types of programs,

SeaWorld has grouped its target market of students into categories such as preschool, grades one to two, grades three to five, and so on. For all programs, SeaWorld provides age-appropriate, interactive presentations on animal adaptations, as well as educational activities throughout the park.70

In addition to what has been outlined previously, all three parks have different loyalty programs to offer to guests who are interested in visiting the parks multiple times

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 a year. Magic Kingdom offers “Magic Your Way” ticket options with the benefit that the longer the guests stay, the less they pay per day. For example, the average price per day for a 7-day “Magic Your Way” base ticket is $38.14 which is less than half the price of the same single-day ticket of $85.00. Also, Magic Kingdom offers the “Park Hopper” option for those who want to see multiple parks during their visit. Guests can add the

“Park Hopper” option to their tickets which enables them to go through multiple Disney

Theme Parks for the entire length of their ticket and avoid paying the regular entrance fees of the other parks they want to see. “Park Hopper” option’s pricing is similar to the regular ticketing in which the more days the option is added for, the less is paid per day.

With the same 7-day ticket example, the guests pay $7.86 per day when they add the

“Park Hopper” option for their 7-day visit while the regular daily price is $35.00. By using these options, a person can save $190.00 ($7.86*7=$55.02, $35.00*7=$245.00,

$245.00-55.02=$189.98 by purchasing the 7-day option in advance instead of adding the option separately each day.

Magic Kingdom also offers a “No Expiration Option” to its multi-day tickets to enable guests to come back and take advantage of unused days at any time in the future whereas the regular tickets expire 14 days from their first use. 71 Moreover, the park also offers annual passes through which guests are allowed to come back to any

Walt Disney Park whenever they want in a year’s time. By purchasing the annual passes, guests get the right to join the exclusive events within the park and receive discounts on select options such as dining, merchandise, recreation, and tours.72

Similar to the Magic Kingdom, Universal Studios also has packages for multi-day and multi-park visitors. A 1-park-1-day access ticket is $85.00 while a 2-park-4-day pass

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 is $155.99, lowering the daily access to a single park to $19.50, which is less than a quarter of the regular price. Similar to Magic Kingdom’s “park hopper” pass, guests can add a “Park-to-Park” option to their one-park access tickets with amounts that gradually decreases while the number of days added increases. For example, guests can add

“Park-to-Park” option to their 4-day passes for $2.50/day while it costs $35.00 to add this option to a daily ticket. Universal Studios also offers annual pass options to its guests, such as power pass, preferred annual pass, and premier annual pass. Each type of pass differs in price depending on what is included, with premier annual pass being the most expensive one and including the most benefits, such as free valet parking, admission to parks with no block-out dates, and considerable discounts on dining, merchandise purchase, and separately ticketed events.73

SeaWorld also has offerings for returning visitors. Guests can enjoy an additional free visit within seven days of their purchase when they purchase a single day ticket.

Similar to Magic Kingdom and Universal Studios, SeaWorld offers multi-park, multi-day passes that combine two to three parks for less cost than paying for each park separately. SeaWorld’s annual pass options include “Fun Card,” through which guests enjoy the option to come back an unlimited number of times for a year following initial purchase date. The “Annual Pass” and the “Platinum Pass,” on the other hand, offer additional benefits similar to Universal Studios’ annual pass options. Moreover,

SeaWorld has an offering called “Orlando Flexticket” through which it includes admission to Universal Studios. This strategy combines the fun attractions in Orlando and offers guests a way to get the most out of their trip.74

One can surmise that these various programs and discount offers would be more appealing to families with kids who come to these locations multiple times a year or stay long enough to visit an array of locations. By this way, the parks help the parents plan their visits so that they can get the most value out of their stay in Orlando with a less cost. The more the parks indulge the children with their attractions and entertainment, the more they gain the attention of parents, and ultimately, the more the parents become willing to pay. Hence, the main target market for loyalty programs is the parents.

V. Financial Information, Industry Reports and Recent Press

The following section analyzes the success of each park based on publicly available information. Given that Magic Kingdom and Universal Studios are part of publicly traded companies (The Walt Disney Company75, and a joint venture between

Comcast Corporation and General Electric76 respectively), information about the parks is available in sources such as the Securities and Exchange Commission (SEC) 10-k filings. However, this information is aggregated at the organization level and not at the park level, and as such, a detailed and thorough financial analysis of both parks was limited. Similarly, SeaWorld, which is privately owned by The Blackstone Group77, also has very little financial data available, and similar challenges were faced while researching that park as well. Nevertheless, best efforts were conducted to do an analysis for each park based on press articles and industry analyst reports.

Disney’s Magic Kingdom is the most visited theme park in the world, with around

17 million visitors per year as of 2010 (See Appendix 1). However, based on the latest

Themed Entertainment Association report, the total attendance in 2010 actually decreased 1.5% from the previous year.78 This decrease could be attributed to several reasons. First, external factors such as the economic downturn could have caused less people to visit the park. In its latest 10-K 2010 report, Disney stated that the “Changes in U.S., global, or regional economic conditions could have an adverse effect on the profitability of some or all of our businesses” and that “the most recent decline in economic conditions reduced spending at our parks and resorts.”79

Moreover, Disney has recently changed its plans by cutting costs and streamlining its operations at its parks. This, according to industry experts, is negatively affecting the perception of the Disney experience by its fans. For example, as part of its cost-cutting measures, Magic Kingdom had a very unremarkable 40 th anniversary celebration, which left Disney fans disappointed. The expectation was that the Magic

Kingdom would have a similar celebration to the 25th anniversary one in 1996, which included a “makeover of the iconic Cinderella Castle…a celebration that lasted more than a year.”80

In addition, Magic Kingdom is facing a lot of smarter competition from its neighbors. In an article entitled “Why Disney Will Never Be Great Again,” an industry analyst highlights how several other parks, including Universal Studios and a new park called Legoland Florida, are offering more exciting rides. He mentions that “Disney realizes that it's been coasting on aging attractions for too long” as a result of becoming complacent with its own success.81

Nevertheless, Disney is apparently being proactive about the decline in its attendance and is investing heavily in its parks. For example, Magic Kingdom is expanding its most popular section of the park, called Fantasyland, by doubling its size.

According to Bob Iger, the CEO of Disney, this major expansion would “enhance the guest experience, particularly during peak periods” which would encourage “guests to spend more time and more of their vacation dollars with us.”82

Universal Studios is part of NBC Universal LLC, which is a recently formed entity between GE and Comcast (where GE owns 49% and Comcast owns 51%). Previously,

NBC Universal was a subsidiary of GE and Vivendi.83 84 Similar to Disney, the financial information of the specific Universal Studios park is aggregated up and cannot be really analyzed, especially with the different parent companies that the park shares.

Universal Studios is the 13th most visited park in the world, with around 6 million visitors as of 2010 (See Appendix 1). Unlike Magic Kingdom and SeaWorld, Universal

Studios’ attendance for 2010 actually increased 6.1% from the previous year. 85

According to industry analysts, this could be attributed to the introduction of a new ride at the close-by Universal Islands of Adventure park called the “Wizarding World of Harry

Potter.”86

Consequently, Universal Studios benefited from an additional revenue stream as a result. This was due to a “higher per capita spending on products related to the

Wizarding World of Harry Potter,” where “tourists continued to spend richly on butterbeer, magic wands and other Harry Potter paraphernalia.”87 Moreover, Universal

Studios could have benefited from the cross-marketing efforts by selling bundled deals for admission to both parks.

Another possible reason for Universal Studios’ increasing number of attendees is because it has been repetitively successful in marketing its “Halloween Horror Nights,” where it spends millions of dollars to attract visitors during an off-season time. This is no easy feat, according to the park’s show director, as customers always expect scarier and more entertaining shows. However, Universal Studios’ marketing investments seemed to have paid off. According to analysts, around 500,000 people attended the event in 2010, which accounts for nearly 8% of the park’s yearly attendees.88

SeaWorld is the sixteenth most visited theme park in the world, with around 5 million visitors per year as of 2010 (See Appendix 1). Compared to Magic Kingdom and

Universal Studios, SeaWorld had the worst performance among the three, where it suffered a decline in attendance of around 12.1% from the previous year.89

This was probably the result of a tragic event that SeaWorld suffered from in

2010. In February of that year, a popular Orca named Tilikum fatally killed its trainer,

Dawn Brancheau, after it pulled her into the water tank and drowned her. This resulted in negative publicity for the park as news about the incident received international media attention.90

The park had to suspend the Orca show, called “Dine with Shamu,” for about a year. The show, which lets guests watch trainers work with their killer-whales as they enjoy a buffet meal, was very successful and financially lucrative for SeaWorld since the

show’s debut in 2002.91 The halting of the show probably resulted in a reduction of

visitors to the park.

In addition, the publicity from the event has resulted in negative consequences

for SeaWorld. The park had to layoff around 130 jobs in December 2010 as a cost-

cutting measure.92 Moreover, the park faced a battle in court with the U.S. Occupational

Safety and Health Administration (OSHA), which “fined the company $75,000 and

recommended trainers never again be allowed unprotected contact with Tilikum.”93 To

make things worse, the People for the Ethical Treatment of Animals (PETA)

organization recently filed a lawsuit against SeaWorld, accusing the company of slavery

of animals.94 All this negative publicity also resulted in the decrease in attendance to the

Nevertheless, SeaWorld is still investing in its own property to attract more

customers. As recently as October 2011, SeaWorld completed a 35+ million dollar

renovation project for Renaissance Orlando, a four-diamond aquatic-themed resort. 95 In

addition, it has been working on a major expansion project which “will add several new

attractions to the marine park in 2012 and 2013, including an “Antarctica-themed ride

[and] a sea-turtle movie attraction.”96

VI. 7 P’s: What to emulate, what to improve

The following section analyzes the three parks with respect to the 7 P’s of

Service Marketing, prescribed by Christopher H. Lovelock and Jochen Wirtz. The

objective is to identify each park’s effectiveness with regard to the 7 P’s as well as the

area where its service can be improved.

Magic Kingdom captures the “enchantment of fairy tales” through its products. It is divided into “six whimsical lands,”97 as mentioned in the Market Segmentation section.

Each area has its own attractions, food shops and memorabilia stores.98 The common ingredient among those areas is the integration of the Disney experience into all of them to attract young visitors, who are the primary target audience for Magic Kingdom. The park also provides accommodation options to its customers under the Disney banner.

These range from Deluxe Villas to Disney Story Rooms.99 The Disney Story rooms are decorated based on Disney fairy tales, which add a nice touch to the customers’ experience where they can stay, “feel” and “live” the Disney experience. 100 This is something unique about Magic Kingdom in that it promotes not only the park attractions but also the lodging options using the Disney characters which enhance the customer experience.

The Disney Experience at Magic Kingdom, however, is not cheap. When compared to the other parks, Magic Kingdom has a steep price. When comparing the cost of one adult ticket (see Appendix 2), one can see that the ticket prices are very similar for one park and one day visits among the three parks. However, if one were to visit only Magic Kingdom for a second day, the price difference is about 46% higher than Universal Studios and 233% higher than SeaWorld. This difference is even pronounced when one buys tickets for 2 parks for 2 days. Appendix 2 also shows that

Universal Studios and SeaWorld give discounted rates for online purchases, whereas

Magic Kingdom does not. SeaWorld in fact, does a better promotion by giving its customers free access for a second day, as long as they come back within 7 days after

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 their first visit. Magic Kingdom should certainly look into what it would take to give discounts if its customers were to buy their tickets online.

The difference in price is glaringly high if one were to buy the annual pass for

Magic Kingdom. The annual passes at Universal Studios range from $164.99 (access to two parks with some blackout days) to $349.99 (no blackout days and unlimited park-to- park access).101 At SeaWorld, the price ranges from $119.99 (access to one park) to

$299.99 (unlimited access and elite benefits to nine parks).102 But Magic Kingdom has only two programs, the Annual Pass and the Premium Annual Pass. The Annual Pass provides access to all Disney parks, with some restrictions such as blackout dates, and costs $552.74 for an adult and $509.07 for a child. The Premium Annual Pass provides unlimited access to all Disney parks and costs $691.19 for an adult and $636.87 for a child.103 Here, Disney could employ the model set by SeaWorld and provide different options for its customers, where they could buy a pass for only one park or a combination of parks.

Universal Studios has several attractions in its park. These attractions include rides based on films produced by Universal Studios and other live shows. Universal

Studios strives to maintain a good quality of entertainment programs. The entertainers who perform in these live shows include singers and stuntmen. Universal Studios, in an effort to maintain a high quality of its programs, requires its performers to re-audition every year in order to keep their jobs.104 This is a good way for Universal Studios to ensure that the people who are performing are not becoming complacent and also provides a fair chance for other highly skilled applicants to also get a job at the

Universal Studios. For the visitors of the park, this ensures that the Universal Studios live entertainment shows would be of the highest quality.

Universal Studios is a big name in the entertainment industry. Films such as,

“E.T.”, “Men in Black” and “The Terminator 2” have been roaring box office hits.

Universal Studios has thrill rides based on the themes of these films and does a good job of promoting its rides using these films. It would augur well for Universal Studios to team up with a credit card issuer (such as Visa or MasterCard) and start a line of credit card that would promote Universal Studios. These cards could also have a rewards program which will enable customers to redeem their reward points for tickets or other memorabilia items at Universal Studios. This would immensely help in promoting

Universal Studios, even after the out-of-town guests go back and persuade others to come back to the region for another visit.

SeaWorld was planning on launching a new mega attraction, called Manta, in

May 2009.105 It employed a novel technique to promote the ride through Social Media.

The promotion was handled by IZEA, a company that connects social media publishers with advertisers using their platforms.106 SeaWorld, in collaboration with IZEA, collaborated with six influential bloggers and gave them exclusive access to Manta and

SeaWorld in February of 2009. Labeling the promotion as “Manta Mania”, the bloggers invited their readers to share the reasons why they would take their family and friends to visit SeaWorld’s Manta ride. The readers were asked to respond in one of three ways.

They could have chosen to leave a comment on the blog, send a tweet-out with the appropriate hash-tag, or write an elaborate blog post. The winner of the contest would receive a trip for four to SeaWorld including airfare, hotel and two full days at the park

43 Services Marketing in Theme Parks MGMT E-6020 – Fall 2011 along with priority access to ride Manta.107 108 This also provided an opportunity for the bloggers to give something back to their regular readers, at no cost to them. From

SeaWorld’s point of view, it was able to create a large buzz about their park and this new ride in the social media realm, by essentially giving out just 24 tickets. IZEA announced the winners on its blog.109

After the unfortunate incident in SeaWorld in Feb 2010, when a trainer was killed by one of the Orcas,110 SeaWorld reviewed and revised the Orca show, by prohibiting the trainers from entering the water when the Orcas were in the water.111 SeaWorld also launched the “SeaWorld Cares” program, which focused on the animals instead of on the “thrills” of the theme park.112 All in all, this resulted in a loss of excitement and revenue.113 The whole episode highlighted the risks involved in using animals to promote SeaWorld’s product and what sort of a negative impact it can have when things go awry. Given that a lot of SeaWorld’s attractions involve animals, it should have periodic reviews of its process to ensure that both the animals as well as the trainers are in the right condition. Such measures could help prevent future accidents from recurring.

VII. Appendices

Appendix 1: The top 25 amusement parks/theme parks worldwide114

Appendix 2: Cost of tickets for one adult

One day/ One day/ Two days/ Two days/ One park Two parks One park Two parks

Magic $85 $120 $168 $223 Kingdom115

Universal $85 $120 $115 $135.99 Studios116 (tickets purchased online)

SeaWorld $81.99 $124.99 $81.99 $124.99 (tickets purchased (unlimited access (unlimited access at the park) for 14 days) (2nd visit free, if for 14 days) availed within 7 days of first visit.)

SeaWorld 117 $71.99 $114.99 $71.99 $114.99 (tickets purchased (unlimited access (unlimited access online) for 14 days) (2nd visit free, if for 14 days) availed within 7 days of first visit.)

VIII. Endnotes

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