he of theme parks in Europe. starts in The famous Dutch illustra­ 1933 when two chap­ tor was brought lains set up a "sports on board to design various complex" consisting fairy tale scenes that were tof a couple of fields for games brought to life technically by and a playground for the local Peter Reijnders. With the children. Sixteen years later, scenes complete, The Efteling coinciding with the economic Fairy Tale Forest opened its boom after World War II, the gates on May 31, 1952, and mayor of the municipalities of more than 240,000 visitors and Loon op came in that first year. Zand saw potential for the Today Efteling receives area in the fields ofleisure and three million guests a year. In entertainment. Within 12 addition to the Fairy Tale months the Efteling Nature Forest it houses 15 major rides, Park Foundation was estab­ including some elab orately lished in what is today one of themed dark rides. Efteling is the most highly regarded regarded as a trendsetter by Park Profile

The public relations building fits well in the theme of the park.

many in the industry, with many we are not going to have a record­ the name changes: "The new names rides making their first appearances breaking anytime soon, open the path to further develop the at the Dutch themer. For its visitors because of the fairytale-ish character individual character of the different Efteling is more than a just a theme of Efteling and because there is no areas leading not only to new or park. way something like that will fit in." remodeled attractions but also to The history of Efteling emanates One of the other key factors of places to shop, eat, and drink, as well with every step through the park. Efteling is that it is truly a park: Less as a more specific entertainment pro­ Ronald van der Zijl, CEO of the park, than 10 percent of the park's 72 gram for each of the four Realms." acknowledges that the park manage­ hectares (180 acres) is occupied with Efteling is home to 33 fairy tales ment strives to keep the fairy tale buildings. The remaining 90 percent including Sleeping Beauty, Long atmosphere, noting the "Pieckesque" is occupied by three large lakes, and Neck, Snow White, The Troll King, environment and "Dutch living room landscaped gardens and forests. Hansel and Gretel, and the Flying values" to be key factors of the park. The park is divided into four sepa­ Fakir. The durability and attraction One of the trends Van der Zijl sees rate "Rijken" (Realms), the Travel of Pieck's Fairy Tale Forest is reestab­ around him is the quest for higher, Realm, Wild Realm, Fairy Realm, and lished every year when the park steeper, faster thrill rides. "This is Alternative Realm. Until last season opens. This has been the case for an area we do not want to be in; it the park areas were simply called more than 47 years, and the park doesn't fit into our product's setting North, East, South, and West. continues to grow with more fairy and it is surely not something that Communications manager Henk tales and other rides and attractions should be dominating the park. Surely Groenen explains the vision behind to delight young and old.

22 No ve mber 1 999 1 ./\ l\I" ,\ Park Prolile

The fairy tale setting is expressed in virtually every aspect of Efteling, all the way down to an original way of keeping the park free of trash con­ ceived in 1958: Holle Bolle Gijs (Big Mouth, the Paper Gobbler). This crea­ ture disposes of large quantities of paper, plastic containers, and other waste, day in and day out in an envi­ ronmentally friendly manner. Children particularly enjoy putting their pieces of waste between his mighty chops and hearing him say "thank you." On March 30, 1972, Efteling again received international recognition by receiving the Pomme d'Or, Europe's

Children immediately take to the fairy tale characters at Eftellng.

park attendance jumped to two million. In 1986, 35 years of Efteling were celebrated with yet another new premier award for tourism and recre­ For older guests there is the attraction: , The ation. The award was given for the , 40 nine-seat boats that Forbidden City. During their 8-minute original way Efteling has succeeded glide peacefully past ducks, swans, exploration of this mysterious orien­ in providing a continually increasing and landscaped gardens. Other suc­ tal castle, guests pass 140 anima­ number of visitors with affordable cessful additions include the giant tronic figures, not to mention snakes, recreation of a constant quality. swinging galleon, De , and tigers, camels, and crocodiles. This In 1978, Efteling introduced the the Piranha, an Incan-themed river amazing attraction took five years imposing Haunted Castle. The $2 mil­ rapids ride built in 1983. and $10 million to build. lion castle was to be the first in a In 1984, as part of the investment As in previous years, Efteling also series of additions that were part of a plan, the Steam Train track was had a number of new attractions multiyear plan to provide guests with extended and three new attractions ready for the 1987 season. Like every more than the fairy tales alone, and were introduced. The largest was year, the park was turned into a per­ also more than could be seen in a sin­ , a ride similar to It's manent sea of colorful flowers. Three gle day. In 1981, after strong local a Small World found at the Disney hundred thousand bulbs and thou­ opposition, the opened as parks. Smaller, but equally popular sands of summer blooms, including Europe's then largest steel coaster were the Polka Marina, a cockleboat petunias, begonias, and lobelias, were with four inversions. This ­ , and an Old Timer track with planted on a total area of about 12 built double-Ioop-corkscrew ride still Model T Fords. In 1985, De Bob (The acres throughout the park. And to proves to be particularly popular Bobsleigh), an -built lightning provide guests with even more vistas amongst the young visitors. bobsled run, opened and annual the Pagode made its debut. The

FUN WORLD Novembe r 1999 23 Park Protile whimsical Thai Flying Temple most popular attraction. enabled visitors to see Efteling and A record-breaking the surrounding area from a com­ 2,717,000 people visited pletely new perspective. the park in 1993. For In 1988 the Troll King arrived at 1994, a new playground the park to predict the future from his was built for the younger throne in the Fairy Tale Forest. The children. Troll King is a remarkably complex In 1995 the expansive animatronic figure with moving hips, Efteling Golf Park and wrists, arms, and back. The figure has The House of Five Senses, a total of 26 functions, 9 in his head the first phase of the new alone. He sits in a hollow 21-foot tree, entertainment center, which is surrounded by water so he can was opened. Once com­ daydream without being disturbed. pleted, the entertainment The arrival of the Laafs marked center will be an experi­ 1990 in exceptional fashion. Under ence in itself and will con­ the leadership oftheir Earthmother, tain several attractions Lot, the Laaf people decided to including shows, amuse­ make their home at Efteling after ments, street theater, centuries of roaming underground. cafes, bars, and restau- In the village that the Laafs built, rants. The Troll King features 26 separate guests can admire their fantastic The new attraction for animatronlc functions. buildings and become acquainted 1996 was , a with their lifestyle. huge mansion located next to attraction. In addition to , In 1991 the park added , a Droomvlucht. The $6 million attrac­ Efteling added two new fairy tales: wooden coaster designed by the late tion was built in collaboration with The Giant and Tom Thumb, and Curtis Summers. This year also saw Dutch ride manufacturer Vekoma Rumpelstilskin. the beginning of construction on the and is a reincarnation of a popular In the final year ofthe 20th century Efteling Hotel, part of a larger turn-of-the-century fairground ride the park again gives a central position growth plan that called for an enter­ known as the revolving house. The to the Fairy Tale Forest where a new tainment center, a holiday village, attraction tells the story of Hugo, the fairy tale, The Chinese Nightingale, is and 9- and 18-hole golf courses. leader of a gang named "e added and two existing fairy tales are Efteling celebrated the 40th Bokkenrijders" who made the sur­ expanded: Next to the cave where anniversary of the opening of the Fairy rounding neighborhoods of the park Snow White sleeps, a small castle Tale Forest in 1992. A new one-of-a­ unsafe during the 1760s. After he robs arose showcasing an impressive, kind Droomvlucht a local monastery, a curse is put on somewhat frightening version of () was due to open this him by mysterious women whom he "Mirror, Mirror on the Wall." Next to season. Unfortunately problems arose finds floating above his mansion the castle Eersteling Inn opened its with its prototype transportation sys­ (Villa Volta) when he returns home. doors, being home to the two remain­ tem and the opening of the ride was Inside his mansion Hugo invites ing scenes of the fairytale of The postponed for a season. The Efteling guests to step inside his impressive Table, the Donkey, and the Stick. Hotel Kaatsheuvel opened attracting a living room to stop the curse. Villa large number of guests. As part of the Volta received the 1996 THEA award Admission anniversary celebrations, a tribute of outstanding achievement for this Admission for the park is $17.02; chil­ was paid to Anton Pieck-"the father unique attraction. dren under four are admitted free of of Efteling's success"-in the form of In 1998 Vogel Rok (Bird Rock), a charge. Seniors and disabled pay an extensive exhibition of his work. $13 million , $15.88. There is a flat group rate of Droomvlucht opened in 1993 opened. This latest major ride takes $13.61 per person while school groups and proved to be a first-rate crowd guests in pitch darkness through are charged $10.89 per person. The puller. Designed in-house, the six­ high-speed helixes and sudden park has special arrangements for minute attraction takes guests in drops at speeds of up to 45 mph. admission and meal. suspended gondolas through the Vogel Rok's trains feature an on­ The park features two season world of fairies and trolls. board sound system that plays passes, one costing $72.60 per person, Droomvlucht is still the park's music especially created for the which is valid daily throughout the

FUNWORLD Novembe r 1 999 25 Park Profile

Live shows recreate traditional fa iry tales. season, and another one costing For the first time in history the $52.18, which is limited to weekdays in park also opens during the '99 holiday the early and late season. In addition a season. On selected days from mid two-day ticket is available for $29.50. December until early January the park will open as ''Winter Efteling" Special Events with added special events, including UWe are now going During the summer months of July an ice rink. Because of the weather and August Efteling presents the some rides, such as the Piranha, de Seven League Summer when the Bob, the Python, and Pegasus, will not park is open from 10 a.m. until 9 p.m. be operational. Van der Zijl explains to 'redevelop' In addition to the normal range of this rather interesting move: ''We rides and attractions there are also have hundreds of millions worth of more live entertainment and shows. A rides and attractions on our property, special Seven-League ticket is avail­ which we only use for 200 days a year. all green areas able from 4 p.m. at the reduced price If we can turn that figure into 220 of $12.48. and have a reasonable number of Van der Zijl has no fear that the guests, our return on investment will arrival of the Euro in 2001 will influ­ increase enormously." of the park to really ence the perceptional price level. It goes without saying that this Efteling is, compared to other small season, added to the normal Northern European parks, one of the winter period, creates some interest­ be green and cheapest, with a quality level that is ing challenges. For instance, the one of the highest. "The Dutch cus­ maintenance department usually tomer is very cautious when it comes starts to refurbish all rides and to prices, and you have to ask yourself attractions in mid-October, finishing fres h again." how much effect an increased admis- in March. The Gondelleta Boats are sion price has on your per capita put on the shore of the lake. There spending in the park," he says. are no flowers, no green trees, but

FUN WOIlLD N ove mbe r 1999 27 Park Profile

Future Plans "Over the past couple of years we have invested heavily in the Fairy Tale Forest, and we will continue doing so," says Van der Zijl. "One of the more important things for the next few years is the 'Greenplan.' When I assumed my position here three years ago, I was of the opinion that our forest had evolved into huge tree trunks with some green on top. In other words, it wasn't really an excit­ ing forest anymore. We are now going to 'redevelop' all green areas of the park to really be green and fresh again, not tall brown trunks which make the whole park dark." For the future the park is also look­ ing into adding a boulevard with shops and restaurants from the Eftellng blends high and low tech attractions In a pastoral setting. House of the Five Senses to a new cen­ tral plaza close to the Haunted Castle. still people are looking for an Marketing Says Groenen, "Together with the cre­ "Efteling" atmosphere. ''With lighting Efteling is located in the south of The ation of the Realms this year we feel and other effects we are going to cre­ , with the Belgian bor­ that this will further improve the ate a completely different product der less than 30 kilometers (20 miles) infrastructure of the park." When than the 'summer Efteling,'" Van der away. No surprise that approxi­ seen from above after the addition of Zijl says. mately 85 percent of its visitors are the boulevard the park will look like a from these countries, with most oth­ butterfly, the four realms serving as Macroeconomic Factors ers coming from Germany and the wings, the boulevard as its body. Efteling is in the same two-hour radius United Kingdom. All these groups When the park opened in 1952 it as many other parks, in are treated with different marketing was a fairy tale forest; nobody even Germany, Warner Bros. Movie World, activities. The park works with a thought about things like merchandis­ , and Walibi Wavre. leading agency in The Netherlands, ing, live entertainment, and food and Still, Van der Zijl sees more competi­ which develops the advertising pro­ beverage, because those had nothing to tion from the fact that customers go grams. These are then altered by do with the core product. Van der Zijl farther and farther to spend their vaca­ local Belgian, German, and UK agen­ acknowledges that Efteling doesn't fea­ tion, and from local events such as flea cies to meet specific cultural stan­ ture a very good balance of these last markets, flower exhibits, or music festi­ dards and reach specific markets. three things and rides and attractions. vals. "If you combine that with the For instance there are different pro­ "Of course we feel this better balance is increasing number of traffic jams as grams for Germans in Germany needed because a visit to Efteling well as the demographical changes, (who drive 2-3 hours to the park should be a total experience. Rides and you just about have an idea of all the for a one-day visit) and those already attractions will remain important, but challenges we are facing." in the area (who drive 30 minutes at they need to become something like a Van der Zijl notes that there are the most). chapter of a book, not the book." more and more people who have The park advertises frequently Regarding new rides and attrac­ less leisure time. ''When you have with small ads in national newspapers tions it is quite clear, says Groenen. young kids, you even have an stressing events taking place on spe­ "Most likely the next major ride will exhausting program during week­ cific days, and uses TV and billboards open in 2002, as part of our 50th ends. The youngest has to go to soccer regularly as well. Press relations are anniversary, and it will probably be a training, another to athletics, and the also used more frequently than in the fairy tale attraction like Droomvlucht oldest wants to go shopping with her past. At present one press release is or Fata Morgana, because that is mom. This gives people less time to given out every 10 days stressing what we do best. We have made relax during their leisure time." upcoming events and additions. a decision to not install a major

28 November 1 999 . AA ." A Park Protile

attraction everyone to two years because of the fact we feel that alone will not keep the guests coming. Our guests want a total experience; they want to be entertained from the moment they enter until the moment they leave. Meeting a character or lis­ tening to a story from the princess can be far more touching than riding the Python." Groenen also sees that many parks are losing balance because they are only adding big major new rides and forget about the charming little things. "Of course we want to have something new every year," he adds. "But that can also be a fairy tale or new sorts of small scale live entertainment." The Pegasus, built in 1991, was designed by the late Curtis Summers. Efteling has always been the Fairy Tale Treasure Trove; it is lead to record-breaking numbers of -Mark Wijman provides marketing and pub li c suiting that the park chooses to visitors. But, in the long run, it will relations services to amusement and theme further expand by looking back at lead to a deeper impact with visitors parks and is a frequent contributor to leading where it came from and what the and Efteling will again make its trade publications, expectations of its visitors are. Their name as a trendsetter. The niche of He can be contacted by e-mail at future plans may look reserved at fairy tales and quality will always be mark@mwmarketing,demon,nl or by telephone first sight and most likely will not around in our fast-paced world. fw at +31 36 535 2716,

November 1999 .""P"