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Verdens 10 Største Forlystelsesparker 1 Disney Attractions 2 Merlin Entertainments Group 3 Universal Studios Recreation Group 4 Six Flags Inc

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Verdens 10 Største Forlystelsesparker 1 Disney Attractions 2 Merlin Entertainments Group 3 Universal Studios Recreation Group 4 Six Flags Inc Tillæg om Global Best Practice | 7. april 2008 MM ELITE #20 Nyhedernes Tænketank Mandagmorgen VERDENS 10 STØRSTE FORLYSTELSESPARKER 1 DISNEY ATTRACTIONS 2 MERLIN ENTERTAINMENTS GROUP 3 UNIVERSAL STUDIOS RECREATION GROUP 4 SIX FLAGS INC. 5 BUSCH ENTERTAINMENT 6 CEDAR FAIR ENTERTAINMENT CO. 7 PARQUES REUNIDOS 8 COMPAGNIE DES ALPES (GRÉVIN) 9 HERSCHEND FAMILY ENTERTAINMENT 10 EVERLAND Verdens forlystelsesparker nyder godt af, at forbrugerne har fået flere penge og mere fritid. USA er stadig det klart største marked, men fremtidens vækst ligger hovedsagelig i Asien og Europa. I Asien er der opstået nye gigantiske middelklasser, der er hoveddrivkraften i et generelt boom for underholdnings- og fritidstilbud. I Europa er væksten dre- vet af kapitalfonde, der investerer massivt i forlystelsesparker og går aggressivt efter internationale stordriftsfordele i en branche, der hidtil har været domineret af små, nationalt orienterede aktører. Mandag Morgens analyse af den globale forlystelsesparkindustri tegner billedet af en branche med et konstant sti- gende kapital- og innovationsbehov. Vinderne – også i Danmark – bliver i høj grad dem, der er bedst til at innovere deres forretning og processer. Fra markedsplads Innovation er nøglen Tivoli – fra sæsonvare til supermarked til fremtidens vækst til eksportartikel SIDE 3 SIDE 9 SIDE 13 Huset Mandag Morgen, Valkendorfsgade 13, postboks 1127, DK 1009 København K, Tlf. +45 3393 9323, Fax +45 3314 1394, [email protected], www.mm.dk Mandagmorgen MM ELITE 3 globalt brand, og konceptet med at føre flere brands sam- Europa og Asien men med forlystelser griber om sig over hele verden. I tager førertrøjen Universal Studios i Florida kan man drikke en latte på Starbucks og tilbringe aftenen på Hard Rock Hotel. Det er i den globale med til at øge forbruget i parkerne. “Folk vil gerne have noget, de ved, hvad er. Derfor er der fordele ved at få forlystelsesparkindustri brands over hele jorden. Det er også derfor, vi ser kapital- fonde købe op for at få globale varemærker, som de kan Fremtidens vækst for den globale reklamere for. Det er nemmere at gøre reklame for et forlystelsesparkindustri ligger ikke i USA. I Asien er de nye middelklasser drivkraften i en kædekoncept end for noget, kunderne ikke rigtig ved, eksploderende underholdnings- og hvad er,” siger John G. Sørensen. fritidskultur. I Europa køber kapitalfondene massivt op for at skabe stordriftsfordele og • TOTALKONCEPTER. De største og mest velbesøgte parker synergieffekter i koblingen mellem inddrager elementer fra hele underholdnings¬industrien: forlystelsesparker og globale brands Ved at trække på hele det populærkulturelle univers Forlystelsesparker anno 2008 ligger ikke længere som øde øer i det store globale underholdningshav. Det er i totalople- velsen og de synergieffekter, der kan skabes i samspillet med multimedievirksomheder og megabrands inden for legetøj, MM | Verdens største tegnefilm og computerspil, at fremtidens vækst ligger. Det Besøgstal i verdens ti største forlystelsespark-kæder, 2007 viser Mandag Morgens analyse af den globale 1. Disney Attractions forlystelsesparkindustri. (Magic Kingdom, DisneyWorld, DisneyLand, Disneyland Paris) Forlystelsesparkerne er en del af en boomende global 116,5 underholdningsindustri, der nyder godt af, at forbrugerne 2. Merlin Entertainments Group har fået flere penge mellem hænderne – og mere fritid. Men (Legoland, Madame Tussauds, Gardaland, The Dungeons) 32,1 der er plads til forbedringer, vurderer Pricewaterhouse- 3. Universal Studios Recreation Group Coopers rapport “Global Entertainment and Media Outlook: (Universal Studios i Hollywood, Orlando samt Japan) 2007-2011”. Med en forventet gennemsnitlig vækst på 4,6 26,4 pct. om året er udsigterne for forlystelsesparkerne noget lave- 4. Six Flags Inc. re end den samlede underholdningsindustri, hvor vækstpro- (Six Flags St. Louis, Six Flags Fiesta Texas) 24,9 gnoserne ligger på 6,4 pct. årligt. 5. Busch Entertainment “Forlystelsesparker har gennemgået en rimelig stabil (Busch Gardens, SeaWorld, Sesame Place) vækst, hvilket hænger sammen med to ting. Dels har forbru- 22,3 gerne fået mere tid, dels har de fået flere penge mellem hæn- 6. Cedar Fair Entertainment Co. (Knott's Berry Farm og Great America) derne. Væksten skyldes både flere besøgsdage, og at forbru- 22,1 gerne bruger flere penge, når de er der. Der, hvor vi især ser 7. Parques Reunidos væksten, er de parker, der har som formål at give de besøgen- (BonBon-Land, Parque Warner Madrid, Tusenfryd de en ny oplevelse, hvor de breder sig ud og sælger mere end og Bø Sommarland) 12,0 en tur i rutsjebanen,” siger John G. Sørensen, partner i 8. Compagnie des Alpes (Grévin) PricewaterhouseCoopers. (Parc Astérix, Walibi World) Det er især Europa og Asien, der kommer til at drive de 9,6 kommende års vækst. I Asien er væksten primært drevet af 9. Herschend Family Entertainment den hastigt voksende middelklasse og et helt nyt marked for (Dollywood) 8,9 underholdnings- og fritidsydelser. I Europa er den drevet af 10. Everland opkøb og investeringer fra kapitalfonde og multinationale (Everland, Sydkorea) selskaber. 8,6 Samlet set er udviklingen på det globale marked for forly- Figur 1: Disney er ikke til at komme uden om, når man ser på stelsesparker præget af tre hovedtendenser: ejerstrukturen i verdens forlystelsesparkindustri. Den amerikanske underholdningsgigant har et komfortabelt forspring til nr. 2. • CO-BRANDING. Når den asiatiske restaurant wagamama lig- Kilde: Themed Entertainment Association & Economics Research Associates: Attraction ger i Tivoli, er ikke nogen tilfældighed. Wagamama er et Attendance Report, 2008. MM ELITE 20 7. april 2008 4 MM ELITE Mandagmorgen omkring film- og musikindustrien får publikum mere end MM | Disney - og de andre bare en tur i rutsjebanen. Med hoteller, shows og under- De 20 mest besøgte forlystelsesparker i verden i 2007 holdning tilbyder parkerne en totaloplevelse af flere dages Besøgende Ændring* varighed. De største operatører på det amerikanske mar- 1. Magic Kingdom USA 17.060.000 2,5 ked er tæt forbundne med mediekonglomerater – og byg- (Walt Disney World) ger forretningen op omkring udnyttelse af synergieffekter. 2. Disneyland Californien USA 14.870.00 1,0 Forlystelsesparker er én afsætningskanal for deres brands 3. Tokyo Disneyland Japan 13.906.000 1,5 ved siden af filmkanaler, bøger, musik, merchandise, 4. Tokyo DisneySea Japan 12.413.000 2,5 morgenmadsprodukter og computerspil. 5. Disneyland Paris Frankrig 12.000.000 13,1 6. Epcot USA 10.930.000 4,5 (Walt Disney World) • KONCENTRERET EJERSKAB. Især i Europa samles parkerne 7. Disney's Hollywood Studios USA 9.510.000 4,5 på færre hænder. Nøgleaktørerne er kapitalfonde som 8. Disney's Animal Kingdom USA 9.490.000 6,5 Blackstone, der ejer Merlin Entertainments Group, og 9. Universal Studios Japan Japan 8.713.000 2,5 Candover, der ejer Parques Reunidos – og dermed de dan- 10. Everland Sydkorea 7.200.000 -4,0 ske parker Legoland og Bonbon-Land. Kapitalfondene 11. Universal Studios USA 6.200.000 3,3 investerer ofte massivt i at udvide parkerne med nye forly- (Universal Orlando) stelser og faciliteter.“I USA og Canada har konsoliderin- 12. SeaWorld Florida USA 5.800.000 1,0 gen af markedet medført en koncentration af mange af 13. Disney's California Adventure USA 5.680.000 -4,5 parkerne på få hænder samt øget diversificering og inter- (Disneyland Californien) 14. BlackpoolPleasure Beach UK 5.500.000 -8,3 nationale ekspansionsstrategier blandt de største selska- 15. Islands of Adventure USA 5.430.000 2,5 ber. På det europæiske marked, som ikke helt har nået (Universal Orlando) samme konsolidering, sker der i øjeblikket en dynamisk 16. Ocean Park Kina 4.920.000 12,3 tilpasning og repositionering af hele den finansielle struk- 17. Hakkeijima Sea Paradise Japan 4.770.000 0 tur bag forlystelsesparkerne,” skriver lektor fra University 18. Universal Studios Hollywood USA 4.700.000 0 Rovira i Spanien, Salvador Anton Clavé, i bogen “The 19. Busch Gardens Tampa Bay USA 4.400.000 1,0 Global Theme Park Industry”. 20. SeaWorld California USA 4.260.000 0 21. Hong Kong Disneyland Kina 4.150.000 -20,2 Fra markedsplads til supermarked 22. Tivoli Gardens Danmark 4.110.000 -6,5 Forlystelsesparker har udviklet sig fra en førmoderne tradi- 23. Europa-Park Tyskland 4.000.000 1,3 24. Nagashima Spa Land Japan 3.910.000 0 tion for markeder mv. i forbindelse med religiøse højtider og 25. PortAventura Spanien 3.700.000 5,7 lignende til den senmoderne udgave, som tilbyder kunderne en totaloplevelse med hoteller, restauranter, butikker, shows Figur 2: Disney-koncernen dominerer fuldstændig listen over og underholdning fra morgen til aften, og som integrerer verdens største forlystelsesparker. De otte øverste pladser bygger på Disneys brand. moderne teknologi, kunst, film og teater – i konkurrence med andre produkter på det globale supermarked for fritid. Note*: Ændring i procent fra 2006 til 2007. Kilde: Themed Entertainment Association & Economics Research Associates: Attraction Massemediernes eksplosive udvikling lige fra de første Attendance Report, 2008. biografer til fjernsynet og internettet har udvidet rummet for, hvordan parkerne kan få drømme og virkelighed til at smelte sammen. For visse af parkernes – de såkaldt temaparkers – vedkommende er den primære eksistensberettigelse at om Walt Disney Company. De ti største forlystelsesparker i understøtte et eller flere brands i virksomheden, typisk en verden udspringer af Disney eller Universal Studios. Walt global underholdningsvirksomhed. Disney Company tegner sig alene for 40 pct.
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