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TETEA/EA/ERRAA TThemeheme PPararkk AAttttendendancancee ReRepporortt

© 2007 TEA and ERA TEA/ERA Theme Park Attendance Report 2006 Executive Publisher: TEA Executive Editor: Gene Jeffers Introduction Research: Economics Research Associates Editor: Judith Rubin One of the goals of TEA from the very start of the Publishers: InPark Magazine, Park World association was to be an industry leader in terms © 2007 TEA/ERA. All Rights Reserved. of information, education and standards and practices. With the introduction of this report, TEA Headquarters TEA moves ever-closer to fulfilling that goal. 175 E. Olive, Suite 100 Burbank, CA 91502, USA Tel. +01-818-843-8497 www.teaconnect.org This report is, plain and simple, the industry About TEA standard for attendance data as compiled by The TEA (formerly Themed Association) is Economics Research Associates (ERA). ERA’s an international nonprofit organization founded in 1991 annual theme park attendance report has always to represent the creators of compelling experiences and been a must-read for the industry—a tool for places worldwide—from architects to designers, techni- journalists; a resource for industry professionals cal specialists to master planners, scenic fabricators to artists, and builders to feasibility analysts—some 6,500 and others. TEA is proud to be working with ERA creative specialists working in nearly 500 firms in 39 dif- to release and distribute this report. We look ferent countries. forward to continuing the relationship and the production cycle, so that you can look forward to About ERA Economics Research Associates is an international con- a regular stream of these useful educational sulting firm focused on economic analysis for the enter- materials. We are also truly honored to be tainment and leisure industry, real estate development, working with two fine magazines that support public-policy analysis, , and economic develop- our industry, Park World and InPark Magazine, to ment. Since its founding in 1958, ERA has completed over ensure timely and efficient distribution of this 17,000 assignments yielding unmatched experience in information to the widest possible audience land use economics. Visit www.econres.com. worldwide. About the Editor Judith Rubin is a prominent industry voice, since 1987 actively using the written word to promote the attractions TEA will continue to build a library of trade community on behalf of trade associations, publications resources and information that will be of endur- and creative companies. Areas of specialization include ing value to TEA members and the industry as a urban development, theater technology, performing arts, whole. Look for more initiatives of this kind to themed entertainment, museums and heritage attractions, safety, tech integration and effects, markets and trade appear in the months and years to come. events.

Initially Distributed By: Sincerely,

Craig Hanna, Thinkwell Design & Production International Board President, TEA TEA’s Research Initiative Is Supported By

© 2007 TEA and ERA 2006 Theme Park Attendance Numbers Demonstrate The Benefits of Reinvestment By Judith Rubin

About this Report affect the numbers are noted in the This annual study of global theme comments and analysis provided. Part park attendance numbers compiled of framing the yearly snapshot is by Economics Research Associates deciding how many to include on a (ERA) identifies the top commercial particular list in order to give the theme parks around the world, and clearest representation, i.e. top 25 presents an instructive, yearly worldwide given for 2006; top 20 snapshot of the industry for the North American given for 2006. It benefit of those whose businesses should be noted that some 2005 depend on it. In past years, this numbers (published last year in report was released in Amusement Amusement Business) have been Business, which recently ceased adjusted and updated based on publication. TEA was fortunately in a information and may not be directly position to take up the production of comparable to previous years’ “Rule Number One this vital report and arrange for its published information. Facilities that in the theme park simultaneous printing in two maga- for one reason or another do not zines, Park World and InPark. The qualify for the tallies but that fit into industry is ‘Thou information will also be available in the general industry and are generat- Shalt Reinvest!’” pdf format on the TEA and ERA ing significant attendance, are websites at www.teaconnect.org and addressed in the end notes on page Ray Braun, ERA www.econres.com, respectively. 10. Eventually some of these are liable to warrant the creation of new ERA obtains the figures used to create categories, as the nature of parks, this report through a variety of attractions and entertainment sources, including statistics furnished continues to evolve. directly by the operators, historical numbers, financial reports, the A Quick Sketch of investment banking community, local The Global Picture tourism organizations and convention Overall, the 2006 numbers point to and visitors bureaus, among others. stability and moderate growth, The global market is studied as a showing a worldwide attendance whole, and each of its four main increase of 2.2%. In all tallies, few regions are also studied separately: parks have changed position from , Latin America, Europe 2005. Disney remains the leader, and Asia. There is also a table of the topping the worldwide list and all top waterparks in the regional lists except /Latin and of the top global chain operators. America. The latter market is less To be included in the study, a facility developed compared to North must be gated (entry ticket required). America and Europe because of a North American parks must have disparity in income levels and a more annual visits above one million. To be moderately-sized middle-class included on the top chains list, a population (although growing). chain operator must have theme Nonetheless, several years ago this parks in its portfolio. region introduced a most promising new product type in La Ciudad de los Factors such as development, pricing, Ninos~ (Kidzania), a unique facility set customer service, weather, demo- up as a functional mini-metropolis in graphics, investment/expansion, which children role-play at being attendance and other dynamics that working adults. This

1 © 2007 TEA and ERA TOP 25 AMUSEMENT/THEME PARKS WORLDWIDE (2006) Rank 2006 Park & Location Attendance 1 at World, Lake Buena Vista, , USA 16,640,000 2 , Anaheim, , USA 14,730,000 3 TOKYO DISNEYLAND, Tokyo, Japan 12,900,000 4 TOKYO DISNEY SEA, Tokyo, Japan 12,100,000 5 , Marne-La-Vallee, France 10,600,000 6 at , Lake Buena Vista, Florida, USA 10,460,000 7 DISNEY-MGM STUDIOS THEME PARK at Walt Disney World, Lake Buena Vista, FL, USA 9,100,000 8 DISNEY'S ANIMAL KINGDOM at Walt Disney World, Lake Buena Vista, Florida, USA 8,910,000 9 UNIVERSAL STUDIOS JAPAN, Osaka, Japan 8,500,000 10 EVERLAND, Kyonggi-Do, South Korea 7,500,000 11+ UNIVERSAL STUDIOS at , Florida 6,000,000 11+ PLEASURE BEACH, England 6,000,000 13 DISNEY'S CALIFORNIA ADVENTURE, Anaheim, California, USA 5,950,000 14 SEAWORLD FLORIDA, Orlando, Florida, USA 5,740,000 15 LOTTE WORLD, Seoul, South Korea 5,500,000 16 YOKOHAMA HAKKEIJIMA SEA PARADISE, Yokohama, Japan 5,400,000 17 ISLANDS OF ADVENTURE at Universal Orlando, Orlando, Florida, USA 5,300,000 18 HONG KONG DISNEYLAND, Hong Kong, SAR, China 5,200,000 19 UNIVERSAL STUDIOS HOLLYWOOD, Universal City, California, USA 4,700,000 20 TIVOLI GARDENS, Copenhagen, Denmark 4,396,000 21 OCEAN PARK, Hong Kong, China 4,380,000 22 BUSCH GARDENS , Tampa Bay, Florida, USA 4,360,000 23 SEAWORLD CALIFORNIA, , California, USA 4,260,000 24 EUROPA-PARK, Rust, Germany 3,950,000 25 NAGASHIMA SPA LAND, Kuwana, Japan 3,910,000 Note: + indicates a tie Source: TEA and Economics Research Associates (ERA)

Some Key Figures: innovation has begun to have sister * 119.8 million: Total visits to the Top * 68.3 million: Visits recorded for the facilities worldwide, most recently in 20 parks in North America in 2006, Asia/Pacific Top 10 parks in 2006, Tokyo. Asia is experiencing stronger representing growth of an esti- up 4.4% from 2005. The increase growth, especially dramatic in China mated 1.5% compared to the pre- is mainly due to the opening of where the middle class is expanding vious year. Hong Kong Disneyland and a rapidly. Several major attraction * 59.2 million: The 2006 attendance record year at Ocean Park. projects are in the pipeline in the total for the Top 20 parks in Eu- * 11.8 million: Visits for the Top 15 region including a Universal Studios rope, representing a growth rate waterparks in the United States in of 1.9% compared to 2005 (higher 2006, up 2.5% from the previous theme park in Singapore in 2010. than the comparable US growth year. Several new entrants on the European parks are being well- rate for the same period). list helped to achieve this healthy maintained and replenished by * 11 million: Visits to the Top 10 parks growth figure. continuing private investment. in Latin America for 2006. This * 186.5 million: Total attendance for number is estimated to be flat or 2006 among world’s Top 25 parks slightly down compared to 2005, (parks with attendance above 3.9 tempered by a couple of parks in million), up 2.9% from 2005. and Mexico having per- * 2.2% growth: Percentage by which formed very well. the report found that worldwide theme park attendance continued its growth from last year.

2 © 2007 TEA and ERA Investing in A Family Tradition “The basic purposes of a theme park TOP 10 ASIAN/PACIFIC RIM AMUSEMENT/THEME PARKS (2006) visit—a family outing and interaction Rank Park & Location Attendance as a group—haven’t changed,” ob- 1 TOKYO DISNEYLAND, Tokyo, Japan 12,900,000 serves Christian Aaen, senior associ- ate in the office of ERA. 2 TOKYO DISNEY SEA, Tokyo, Japan 12,100,000 The simplicity of a family coming 3 UNIVERSAL STUDIOS JAPAN, Osaka, Japan 8,500,000 together in a safe and secure, attrac- 41 EVERLAND, Kyongii-Do, South Korea 7,500,000 tive and unique themed setting 52 LOTTE WORLD, Seoul, South Korea 5,500,000 remains the fundamental magnet— whether to enjoy a thrill ride, see a 6 YOKOHAMA HAKKEIJIMA SEA PARADISE, Yokohama, Japan 5,400,000 show or simply amble among land- 7 HONG KONG DISNEYLAND, Hong Kong, China 5,200,000 scaped paths and eat ice cream. The 8 OCEAN PARK, Hong Kong, China 4,380,000 setting and its details are key. Wise 9 NAGASHIMA SPA LAND, Kuwana, Japan 3,910,000 operators are making sure their environs are top-notch and up to 10 HAPPY VALLEY, Shenzhen, China 2,930,000 date. “Rule number one in the theme 1 Everland attendance does not include Caribbean Bay visitation 2 Lotte World attendance only includes theme park (adjusted from previous year) park industry is ‘Thou shalt reinvest,’” Source: TEA and Economics Research Associates (ERA) says Ray Braun, senior vice president of ERA in Los Angeles.

Adding new rides or zones that tion Everest), Sea World (“BELIEVE”) address families will tend to result in a and California (Pirate higher attendance impact than The simplicity of a Shores), among others. The latter is improvements with a more special- family coming together credited for a stellar 16% attendance ized or niche appeal. “If you go for family coming together boost. “ was a top the broad market, adding a major ride in a safe, attractive performer this year,” notes Aaen. or ‘land’ to a park can bring a 5%-10% and unique themed “The $10 million spent to create increase in attendance,” confirms Pirate Shores represents a significant John Robinett, senior vice president setting remains the reinvestment that hit critical mass and of ERA in Los Angeles. The 2006 fundamental magnet then some.” [See Notes for more on numbers bear this out. Attendance Legoland California.] He adds, increases of better than 4-5% were “Sixteen percent is all the more seen at parks that added major impressive because in North America, family-oriented improvements, such where the industry is mature, double as Disney’s Animal Kingdom (Expedi- digit growth is rare.” According to Robinett, “We’ve passed where we were before 9/11 and moved into a TOP 10 LATIN AMERICAN AMUSEMENT/THEME PARKS (2006) phase of steady, modest growth. An increase of 1% to 5% is a good year.” Rank Park & Location Attendance Along with Legoland, Disney’s Animal 1 MEXICO, Mexico City, Mexico 2,054,000 Kingdom beat those odds, with an 8% 2 PLAYCENTER, Sao Paulo, Brazil 1,600,000 surge in attendance. 3 , Sao Paulo, Brazil 1,500,000 4 LA FERIA DE , Mexico City, Mexico 1,457,000 5 EL SALITRE MAGICO, Bogota, Columbia 1,105,000 6 PLAZA DE SESAMO, Monterrey, Mexico 1,050,000 7 LA CIUDAD DE LOS NINOS, Mexico City, Mexico 782,000 8 SELVA MAGICA, Guadalajara, Mexico 730,000 9 PARQUE DA MONICA, Sao Paulo, Brazil 548,000 10 VALLE FANTASTICO, Puebla, Mexico 234,000 Source: TEA and Economics Research Associates (ERA)

3 © 2007 TEA and ERA The Role of Technology RFID badges and kiosks, others) are kept is not lost on guests. “You can’t Integrating technology into rides, finding their way into family enter- neglect central operating expenses games, shows and attractions in tainment centers (FECs), attractions and continue to perform,” says creative, modern ways—as all the (MagiQuest, Kidzania, Negone), Robinett. And increasingly, parks are above-mentioned facilities do—helps resorts (Great Wolf Lodge) and implementing what Robinett calls a park stay relevant to the contempo- children’s museums. Nintendo’s Wii “pre-emptive development of rary market. The bar continues to be video game system has become the peripheral land”—taking an interest raised in terms of the quality of guest official gaming console of Six Flags in the neighborhood to ensure experience that can be provided by parks, through a recent sponsorship quality accommodations and ser- integrating audiovisuals, lighting and and marketing agreement. vices, as well as aesthetic consistency. effects, show-control technology, “You want to preserve the visitor theater technology and modern Adding a new ride, attraction or zone experience, establish an entry fabrication techniques with ride is a proven way to add value and sequence, and have it be of your elements and great design. At the revenue, now occurring across the design,” notes Robinett. “If you don’t same time, the relative cost for such board. “The trend, which started with pay attention you will suffer in the packages is more and more within larger parks that added a second gate long term.” reach of the mid-size and smaller or an entertainment retail zone, has parks. shifted downward and smaller-scale parks are now benefiting from the Operators also are applying sophisti- same approach,” explains Robinett. Regional & Cultural Factors cated technology to enhance the Other land uses are also important in Reinvestment can also include guest experience and make the park preserving and adding value. Basic expansion into new regions. In Asia, environment more interactive in curb appeal counts: the kind of the industry is experiencing its fastest customized, personal ways. Interac- investment that keeps the entrance growth, geographically. The Hong tive and wireless technologies (Wii, area of a park looking fresh and well- Kong government is actively promot- ing the area as a family destination and Hong Kong Disneyland, which TOP 20 EUROPEAN AMUSEMENT/THEME PARKS (2006) opened in 2005, is the latest global extension of Disney’s brand. Its first Rank Park & Location Attendance full-year run in 2006, plus growth in 1 DISNEYLAND PARIS, Marne-La-Vallee, France 10,600,000 Disney’s Orlando parks, are the main 2 , Blackpool, England 6,000,000 factors in Disney’s 6% attendance 31 TIVOLI GARDENS, Copenhagen, Denmark 4,396,000 increase as a chain. 42 EUROPA PARK, Rust, Germany 3,950,000 A new Disney park brings significant 5 PORT AVENTURA, Salou, 3,500,000 competition to the existing entertain- 6 DE , Kaatsheuvel, 3,200,000 ment operators of an area, and in the 7 , Castelnuovo del Garda, Italy 3,100,000 case of Hong Kong Disneyland, Ocean 8 , Gothenburg, Sweden 2,950,000 Park has faced the challenge by 9 BAKKEN, Copenhagen, Denmark 2,700,000 masterplanning a $700 million redevelopment to take place over the 10 , Staffordshire, England 2,400,000 next several years, and by making the 11 WALT DISNEY STUDIOS, Marne-La-Vallee, France 2,200,000 most of certain regional advantages. 12 PHANTASIALAND, Germany 1,900,000 “With the borders opened up, there’s 13 PARC ASTERIX, France 1,800,000 been a strong market in daytrips from 14+ , England 1,700,000 China, which Ocean Park knows how to cater to very well,” observes Aaen. 14+ , Italy 1,700,000 “Between the tour groups, good 16 PARQUE DE ATRACCIONES, , Spain 1,500,000 marketing, park upgrades and lower 17 LEGOLAND WINDSOR, Windor, England 1,480,000 price points, Ocean Park had a record 18 LEGOLAND BILLUND, Billund, Denmark 1,460,000 . Knowing your local market is always an advantage—and the long- 19+ DUINRELL/ATTRAKTIEPARK, Holland 1,350,000 term reinvestment will enable Ocean + 19 FUTUROSCOPE, France 1,350,000 Park to continue holding its own.” Note: + indicates a tie. Braun drew a parallel with the 1 Attendance for Tivoli and Liseberg includes Christmas market operations approach taken by Parc Asterix when 2 Attendance for Port Aventura is for theme park only (excl. waterpark - separate ticket) Source: TEA and Economics Research Associates (ERA) Euro Disneyland opened near Paris.

4 © 2007 TEA and ERA TOP 15 U.S. WATER PARKS (2006) Rank 2006 2005 Park Name and Location Attendance Change Comments 1 1 Disney World-Typhoon , Orlando, FL 2,050,000 6.6% Hotter summer (up five degrees from prior years) kept interest in waterparks high. Strong season also fueled by Orlando tourism growth and on the heels of the highly successful 50th anniversary celebration at WDW 2 2 Disney World-Blizzard Beach, Orlando, FL 1,880,000 5.4% Hotter summer (up five degrees from prior years) kept interest in waterparks high

3 3 Wet 'n Wild - Orlando, FL 1,340,000 flat Strong performance at area theme parks, especially Disney, held down gains

4 4 -New Braunfels, TX 880,000 -4.7% Weather issues, new competition from sister park in Galveston pushed numbers lower until end of summer when normalcy returned 5 5 USA-Williamsburg, VA 670,000 1.6% Stable weather and precipitation kept numbers similar. New Great Wolf waterpark hotel added focus to Williamsburg as water destination 6 6 -San Dimas, CA 650,000 flat Hot dry weather, up four degrees on average, kept attendance strong

7 7 Adventure Island, Tampa, FL 609,000 1.5% Consistent weather and up slightly along with Busch Gardens Tampa

8 8 Noah's Ark-Wisconsin Dells, WI 590,000 2.4% Very good summer for Wisconsin Dells as a destination kept Noah's Ark Strong and improved 9 - Schlitterbahn-Galveston,TX 500,000 n.a. New indoor/outdoor facility does very well in first year serving Galveston tourists and market area. Welcome to first year on list 10+ 11 Six Flags- Water-Marietta, GA 464,000 1.8% Precipiation half previous year and warmer temperatures helped park buck

10+ 10 Wet 'n Wild Emerald Point - Greensboro, N.C. 464,000 -5.1% Precipitation up by 70% slowed attendance reversed attendance gain of last year corporate declines 12 9 Six Flags- Harbor-Arlington, TX 448,000 -10.3% Hotter summer and a part of the overall Six Flags slump in 2006

13 13 Hyland Hills Water World-, CO 443,000 12% Steady weather but everything was running on all cylinders - strong season

14 - 's Splash Country, Pigeon Forge, TN 410,000 8.5% Record season for Splash Country and Dollywood. Warm temperatures during the peak season. Addition of Firetower Falls slides had a good marketing impact on tweens. Additions over the past three years continued the attendance growth 15 14 , Sandusky, OH 390,000 -3.1% Declines at Cedar Point caused in part by continued economic conditions in Detroit and affected water park too Note: + indicates a tie Source: TEA and Economics Research Associates (ERA)

Extending the Range, “Asterix repositioned itself more Splendid China Folk Village in South- The Stay and the Calendar strongly as a local attraction and ern China, plus another Happy Valley Categories throughout the industry reaped the natural advantages of which opened in Beijing in 2006. are blurring on all continents as parks cultural and regional loyalty.” Combined, the OCT parks accommo- add second-gate attractions and date some 7 million annual visits. hundreds of hotel rooms, and Cultural sensitivity and redevelop- There are plans to expand into otherwise expand in ways that ment have enabled Happy Valley, the Shanghai and other locations. transform them into integrated most-attended theme park in China resorts capable of operating year- round or nearly so, with increasingly (2.9 million visitors in 2006), to also Reinvestment requires reinvestment diverse revenue streams. In the US, remain competitive with Disney’s capital, and if a chain is burdened entry into the market. Happy Valley the second gate waterpark added with excessive debt and under- several years ago at Dollywood recently added a new waterpark performing properties, it must first section and has future improvements (Pigeon Forge, TN) grew sufficiently divest itself of these. The Six Flags on the drawing board. Whereas the to land it in the waterparks’ Top 15. chain is in the midst of this process as Japanese like Western-style thrill Mainstay waterparks operator this report is being written. “The rides and well-stocked gift shops, the Schlitterbahn added its third park Chinese are partial to mini-worlds, problems are known,” says Robinett. (Galveston, TX) and, with indoor and landscaped areas and cultural shows. “Their investment was spread too outdoor components, welcomes Happy Valley excels in these areas thin. The job at hand is to focus and guests 10 months of the year. while expanding its range through recalibrate: focus on the best parks, selectively adding major rides. “They take down the debt load, reposition The integrated resort is a season have the formula down,” says Aaen. the brand, improve the guest extender and in some cases, it can Braun concurs: “Happy Valley is the experience, broaden the market also be the means of introducing a top performer of the Overseas appeal. You’ve got to generate capital lucrative component that might not Chinese Town [OCT] chain.” Owner- to do all that.” appeal to the community as a operator OCT’s properties also standalone. For instance, parts of include Wonders of the World and Singapore are being opened up for

5 © 2007 TEA and ERA the first time for gambling in this context. On Sentosa Island, a major tourist and family destination, the TOP 20 NORTH AMERICAN AMUSEMENT/THEME PARKS (2006) first integrated resort will soon Ranking 2006 appear (2010) contained within a 2006 2005 Park & Location Attendance Change larger, family-themed resort being 1 1 MAGIC KINGDOM at Walt Disney World 16,640,000 3.0% developed with Universal Studios. Lake Buena Vista, Florida The Sands casino () is involved in developing Marina Bay, an 2 2 DISNEYLAND, Anaheim, Calfornia 14,730,000 1.2% Lake Buena Vista, Florida urban, integrated casino resort in 3 3 EPCOT at Walt Disney World 10,460,000 5.5% downtown Singapore to open in Lake Buena Vista, Florida 2009. 4 4 DISNEY MGM STUDIOS at Walt Disney World 9,100,000 5.0% Lake Buena Vista, Florida The resort approach also points to 5 5 DISNEY'S ANIMAL KINGDOM 8,910,000 8.6% ways of extending the length of the at Walt Disney World, Lake Buena Vista, Florida operating day. “There’s a media 6 6 UNIVERSAL STUDIOS 6,000,000 1.2% infusion across all experiences that at Universal Orlando, Florida can be used to broaden the appeal of a destination,” explains Dan Martin, 7 8 DISNEY'S CALIFORNIA ADVENTURE 5,950,000 2.1% Anaheim, California VP of ERA’s office. “Music, sound, and lighting packages can be 8 9 SEAWORLD FLORIDA, Orlando, Florida 5,740,000 2.5% programmed and cycled to attract different age groups at different 9 7 ISLANDS OF ADVENTURE 5,300,000 -4.8% times of day and night.” at Universal Orlando, Florida 10 10 UNIVERSAL STUDIOS HOLLYWOOD 4,700,000 0.0% The growth, success and business Universal City, California creativity of indoor waterpark resorts—of which there are currently 11 12 , Tampa, Florida 4,360,000 1.5% about 40 across the US—invites study. They are not turnstile attrac- tions; they distribute a certain 12 13 SEAWORLD CALIFORNIA, San Diego, California 4,260,000 4.0% number of passes per room night booked. (That makes it difficult to 13 15 KNOTT'S BERRY FARM, Buena Park, California 3,670,000 2.0% gauge actual park visits, and has kept them from being listed in these 14 14 'S WONDERLAND 3,230,000 -2.0% Maple, Ontario attendance tallies.) Todd Nelson’s family- and business-friendly Kalahari 15 18 CEDAR POINT, Sandusky, Ohio 3,070,000 -2.5% resorts in the US boast some of the world’s most extensive indoor 16 16 PARAMOUNT'S , Kings Island, Ohio 3,050,000 -1.5% waterplay attractions in combination with hotel and convention facilities 17 23 HERSHEY PARK, Hershey, 2,690,000 -0.4% plus retail, restaurants and condo- 18 20 SIX FLAGS GREAT ADVENTURE 2,730,000 -8.0% miniums. “If indoor waterparks were Jackson, New Jersey on the Top 15 list, Nelson’s would be there,” says Martin. “And the Wilder- 19 21 , Gurnee, 2,620,000 -8.0% ness Hotel and Golf Resort in Wiscon- sin Dells would be right behind 2,550,000 -10.0% them.” 20 22 , California

Potential age-range appeal within Note: Attendance figures are estimates, based on company information, annual reports, published information waterpark resorts is especially broad Percent changes for 2006 for certain parks (noted by *) are based on adjusted/updated figures for and resorts are making the most of it Source: TEA and Economics Research Associates (ERA) by offering such diverse experiences as hydrotherapy and spa facilities; open-ended adventures that are not physically demanding (i.e. lazy rivers);

6 © 2007 TEA and ERA specialized areas that accommodate more challenging activities such as TOP 20 NORTH AMERICAN AMUSEMENT/THEME PARKS (2006) surfing wavepools; thrill providers such as water coasters and centrifu- Comments 2006 gal force rides; and spray pads and Kicked off "Year of a Million Dreams" in Oct on the heels of the highly successful 50th anniversary wading pools for the youngest guests. celebration. Strong season also fueled by Orlando tourism growth. Reopened Pirates of the Caribbean “Everyone likes to play in the water,” ride after makeover observes Martin. Coming off strong 2005 season and 50th year anniversary celebration. Tourism up. Reopened Pirates of the Caribbean and new nighttime version of Space Mountain European parks have a method for Opened new attraction, Seas of Nemo and Friends. Good international tourism response extending the season that has little to do with adding infrastructure: the Second year of “Lights, Motors, Action!” auto stunt show. Star Wars weekends. Benefitted from 50th year Christmas market. Denmark’s Tivoli celebrations Strong guest response to major new attraction, Expedition Everest. Continued benefit from 50th Gardens, Germany’s Europa Park, anniversary and new Year of a Million Dreams campaign in fall 2006 Sweden’s Liseberg Park and Italy’s Opened "Universal 360: A Cinesphere Spectacular", a new high-tech nightly lagoon show celebrating Gardaland are among those that blockbuster films. Faced competition from Walt Disney - strong and 4th quarter. Increased open for a few to several weeks admission price twice in 2006 similar to Disney during the winter period, providing a Part of "Year of a Million Dreams" in Oct on the heels of the 50th anniversary celebration. Opened new special, seasonal gathering place for attraction, Monsters Inc local families and visiting tourists. The park debuted three rides geared toward young children within its Shamu's Happy Harbor area, According to Aaen, Tivoli has been including a Shamu themed , a tower ride with a jellyfish theme and a teacup-style beach the top performer in Europe in bucket ride, in addition to new Shamu show “BELIEVE” successfully extending its season— Opened "High In The Sky Seuss Trolley Ride", an island where guests journey through seven specially created scenes. WDW competition and challenging in attracting intl. market with a new Halloween celebration in Upgraded features at Studio Tour, a behind-the-scenes experience with 'The Fast and The Furious: Tokyo October that attracted 250,000 Drift' and 'King Kong', 'virtual studio guide' appearances, and more working sets. Halloween Horror visitors over 10 days and 965,000 Nights returned in 2006 visitors to the Christmas event in Opened Pirates 4-D, a film attraction that had previously been opened at other parks and reportedly December. Both events significantly done well. Successful series of special events. Increased their daily admission, following the lead of boosted the park’s attendance (to Disney and Universal almost 4.4 million—up 5%) and Very good response to new Shamu show "BELIEVE", which opened Memorial Day - strong summer with revenues. tourism up in Summer attendance surpassed the park's expectations - during heat wave many choose Knott's Soak City. In overall attendance figures, the Lowered adult admission by $5 to $39.95 European park scene is relatively Coming off anniversary celebrations in 2005. Slightly down static compared to the United States or Asia. The Top 10 have not changed Continuing challenging economic conditions in several key source markets. Lowered admission prices by much. Geography and strong national $5 for 2006 identity are major factors. “Each Slightly down year. New Hanna-Barbera Attraction in Action FX Theater and new Universe country has one big park and one rides and attractions. Winterfest was cancelled lead market,” points out David Camp, Added Reese's Xtreme Cup Challenge, an interactive and new family health and services center. an ERA director based in the Wet early summer and hot mid/late summer company’s London office. “Apart Opened the following: El Toro Roller Coaster with record breaking 76-degree opening drop, a third from Disney, European parks are children’s area and National Park. Above average rainfall. General down year regional parks. The big ones get a Coming off opening of major in-park waterpark expansion in 2005. Added a second parade, fireworks, little bigger each year.” Some have more characters, addition of the . Weather was not a major factor on attendance. Did experience some summer heatwaves added hotels and other elements, such as Alton Towers’ new indoor Launched "" in May of 2006, major roller coaster. Wet spring. Generally off-year with attendance down 12% during key June through December period waterpark, Cariba Creek. “Adding a hotel can be good for an attendance and from reliable TEA/ERA industry and tourism sources increase of 50,000 - 100,000 over the 2005, thus not directly comparable to published AB-ERA list for 2005. course of a year, depending on the number of rooms,” notes Camp.

Two additional chains that don’t appear on our 2006 tallies (because they are all-indoor facilities and do

7 © 2007 TEA and ERA TOP 10 THEMED ATTRACTION CHAINS WORLDWIDE (2006) not have theme parks) but that deserve notice for significant num- 1. WALT DISNEY ATTRACTIONS bers are Ripley’s Entertainment (13 Estimated 2006 Attendance: 112.5 million - BLIZZARD BEACH at Walt Disney World, Lake Buena Vista, Florida million annual visitors) and Palace - DISNEY-MGM STUDIOS at Walt Disney World, Lake Buena Vista, Florida Entertainment (10 million). [Others - DISNEY'S ANIMAL KINGDOM at Walt Disney World, Lake Buena Vista, Florida - DISNEY'S CALIFORNIA ADVENTURE, Anaheim, California are listed in the Notes: Selected - DISNEYLAND, Anaheim, California Parks.] - DISNEYLAND PARIS, Marne-La-Vallee, France - WALT DISNEY STUDIOS PARK, Marne-La-Vallee, France - EPCOT at Walt Disney World, Lake Buena Vista, Florida The Consolidation/ - MAGIC KINGDOM at Walt Disney World, Lake Buena Vista, Florida The Consolidation/ - HONG KONG DISNEYLAND, Hong Kong, China Investment Cycle - TOKYO DISNEYLAND, Tokyo, Japan - TOKYO DISNEY SEA, Tokyo, Japan The real dynamism in the Euro parks - TYPHOON LAGOON at Walt Disney World, Lake Buena Vista, Florida scene is behind-the-scenes invest- ment and consolidation, where the 2. SIX FLAGS INC. potential exists for significant profits Estimated 2006 Attendance: 28.5 million - AMERICAN ADVENTURE, Marietta, in a relatively short period. “Ulti- - ENCHANTED VILLAGE, Federal Way, Washington mately, park ownership is a long-term - , City, Oklahoma - LAKE GEORGE, Lake George, (Formerly Great Escape) investment business,” says Camp. - LARONDE, , , Canada “When the market matures, we’ll see - , Largo, - , Darien Lake, New York parks in the hands of institutions’ - SIX FLAGS , Denver, pension funds, or as publicly held - SIX FLAGS FIESTA , , Texas - SIX FLAGS GREAT ADVENTURE, Jackson, New Jersey companies. But in Europe you can - SIX FLAGS GREAT AMERICA, Gurnee, Illinois buy underperforming parks at a good - SIX FLAGS HURRICANE HARBOR, Valencia, California - SIX FLAGS HURRICANE HARBOR, Jackson, New Jersey price now.” Entire chains have been - SIX FLAGS HURRICANE HARBOR, Arlington, Texas changing hands, but some of the - SIX FLAGS KINGDOM, Louisville, Kentucky - SIX FLAGS MAGIC MOUNTAIN, Valencia, California current opportunity also has to do - SIX FLAGS MARINE WORLD, Vallejo, California with small, family-owned parks begun - SIX FLAGS MEXICO, Mexico City, Mexico - SIX FLAGS , Agawam, in the 1970s or ‘80s. The original - , , Georgia owner retires and the family puts the - , Arlington, Texas - SIX FLAGS SPLASHTOWN, Houston, Texas property on the market. Private - SIX FLAGS ST. LOUIS, St. Louis, Missouri equity investors active in European - , Marietta, Georgia - SIX FLAGS WILD SAFARI ANIMAL PARK, Jackson, New Jersey parks acquisitions include Hermes, - WATERWORLD USA, Sacramento, California Palomon, International Capital - WATERWORLD USA, Concord, California - , , Oklahoma (DIC), Advent, Blackstone and CDA/ - WYANDOT LAKE, Powell, Ohio Grevin, among others. Chains that have recently changed ownership 3. UNIVERSAL STUDIOS RECREATION GROUP include Six Flags Europe, the Tus- Estimated 2006 Attendance: 25.8 million - UNIVERSAL STUDIOS at Universal Orlando, Orlando, Florida sauds Group, StarParks, Legoland - UNIVERSAL STUDIOS HOLLYWOOD, Universal City, California Parks and . - UNIVERSAL STUDIOS JAPAN, Osaka, Japan - ISLANDS OF ADVENTURE at Universal Orlando, Orlando, Florida - WET 'N WILD, Orlando, Florida The current popularity of European parks with investors is a benefit to the 4. ENTERTAINMENT COMPANY (CEDAR AND PARAMOUNT) industry as a whole, bringing in Estimated 2006 Attendance: 24.7 million capital that stimulates business, fuels - CEDAR POINT, Sandusky, Ohio - DORNEY PARK/, Allentown, Pennsylvania creativity and fosters innovation. It is - KNOTT'S BERRY FARM, Buena Park, California also a boon for the park-going public - at Mall of America, Bloomington, Minnesota - MICHIGAN'S ADVENTURE, Muskegon, Michigan who flock in to enjoy the improve- - , Shakopee, Minnesota ments, facelifts, new rides and - & WILDWATER KINGDOM, Aurora, Ohio - , Kansas City, Missouri attractions. A number of these - 5 Cedar Fair Water Parks investors are also active in other - PARAMOUNT'S CANADA'S WONDERLAND, Maple, Ontario, Canada - PARAMOUNT'S , Charlotte, North Carolina regions—for instance, Blackstone, a - PARAMOUNT'S GREAT AMERICA, Santa Clara, California key private equity player in theme - PARAMOUNT'S , Doswell, Virginia - PARAMOUNT'S KINGS ISLAND, Kings Island, Ohio parks, owns Merlin , which owns 70% of Legoland parks and gets credit for the Pirate Shores expansion that has returned so well in the California property. Merlin operates a large number of indoor Note: Six Flags total attendance updated 4/01/2007 8 © 2007 TEA and ERA TOP 10 THEMED ATTRACTION CHAINS WORLDWIDE (2006) attractions in Europe, and in 2006 5. ANHEUSER-BUSCH THEME PARKS acquired Italy’s Gardaland. Merlin’s Estimated 2006 Attendance: 21.7 million properties have grown from 12.2 - ADVENTURE ISLAND, Tampa, Florida - BUSCH GARDENS WILLIAMSBURG, Williamsburg, Virginia million to 16 million in attendance on - BUSCH GARDENS TAMPA BAY, Tampa Bay, Florida a chain basis [and with their £1.03 - , Orlando, Florida - SEAWORLD CALIFORNIA, San Diego, California billion ($1.98 billion) acquisition in - SEAWORLD FLORIDA, Orlando, Florida - SEAWORLD TEXAS, San Antonio, Texas March 2007 of , - SESAME PLACE, Langhorne, Pennsylvania the combined attendance for the - WATER COUNTRY USA, Williamsburg, Virginia group will be more than 30 million, 6. elevating the group to the second Estimated 2006 Attendance: 16.0 million spot on the Top 10 chart just behind -LEGOLAND Billund, Denmark Disney]. -LEGOLAND Windsor, England -LEGOLAND California, Carlsbad, California, USA -LEGOLAND Germany, Gunzburg, Germany Consolidation in the US is still going -Gardaland, Castelnuovo del Garda, Italy on, though the overall cycle is further -23 Sealife Centers (UK, Germany, Finland, France, Spain, Netherlands, Ireland, ), 3 Marine Sanctuaries (UK), Mobile Aquariums -5 Dungeons Visitor Attractions UK, Scotland, Germany, Netherlands), along than in Europe. For the most 1 Earth Explorer (Belgium) part, consolidation of parks in the US 7. THE TUSSAUDS GROUP has resulted in positive attendance Estimated 2006 Attendance: 14.3 million numbers. Universal parks (now -ALTON TOWERS, Straffordshire, England owned by GE and Blackstone) are up -CHESSINGTON WORLD OF ADVENTURES, Burough of Kingston, England 1.2% as a chain. Cedar Fair is down -THORPE PARK, , , England -, Soltau, Germany 0.6%, but this figure is to its credit: -THE , London, England this major successful operator, that -5 Other Attractions/Various Locations (UK, Holland, US) began years ago as the lone Cedar 8. GREVIN & CIE Point, absorbed the Estimated 2006 Attendance: 10.0 million chain in midyear. ( sold the -21 parks - 6 countries (France, Belgium, Holland, Germany, Switzerland, United Kingdom) properties but has retained rights to -PARC ASTERIX, Plailly, France -PARC BAGATELLE, Rang du Fliers, France continue to use the Paramount Parks -, Wavre, Belgium name.) “Cedar Fair does most things - PARK, Leper, Belgium -WALIBI WORLD, Biddinghuizen, Holland right,” observed Robinett. “The -WALIBI RHONE ALPES, Les Aveniers, France integration seems to be going well -WALIBI AQUITAINE, Rocquefort, France -FORT FUN ABENTEUERLAND, Bestwig/Sauerland, Germany and there’s a very strong manage- -HELLENDOORN AVONTURENPARK, Hellendoorn, Holland ment team in place. You’ve got an -GRAND AQUARIUM DE SAINT MALO, Saint Malo, France -PANORAMA PARK SAUERLAND, Oberhundem, Germany operator that understands the -NEW PLEASURELAND HILLS LEISURE PARK, Suffolk, England business, and reinvests consistently.” -BIOSCOPE, Ungersheim, France -FRANCE MINIATURE, Saint-Quentin-en-Yvelines, France SEC filings and management numbers -GREVIN, Paris, France show the Six Flags chain down 14% -MINI-CHATEAUX, Amboise, France -AQUAPARC, Le Bouveret, Switzerland from 2005, but this may well turn -LE MER DE SABLE, Ermenonville, France around based on the new owners’ -PLANETE SAUVAGE, Port Saint Pere, France -DOLFINARIUM, Hardenwijk, Holland improvements as noted above. -AQUARIUM DU VAL DE LOIRE, Lussault sur Loire, France In total, according to ERA, the 2006 9. PARQUES REUNIDOS worldwide indicators for the industry Estimated 2006 Attendance: 9.2 million look good with 2.2% growth overall in -22 parks (theme-amusement parks, nature and wildlife, water and cable railway) across Spain, Belgium, Norway,France and Italy, and outside Europe,in Argentina comparison to the previous year. -PARQUE DE ATRACCIONES, Madrid, Spain Looking ahead, some of the things to -BOBBEJAANLAND, Belgium -BO SOMMARLAND, Norway watch for will be the of the -MIRABILANDIA, Italy investment/consolidation cycle -MARINELAND, , France -WATER PARKS, Spain especially in Europe and Asia, -SELWO/VALWO PARKS, Spain upgrading and expansion of existing - MADRID, Madrid, Spain -MAR DEL PLATA AQUARIUM, Argentina parks in North America, the continu- -CABLE CARS, Spain ing trend to indoor facilities (urban 10. EVERLAND locations) and destination resort Estimated 2006 Attendance: 8.9 million development, and the inexhaustible -EVERLAND, Kyongii-Do, South Korea capacity of this industry to reach new -CARIBBEAN BAY, Kyongii-Do, South Korea heights of creativity and invention.

Source: TEA and Economics Research Associates (ERA) 9 © 2007 TEA and ERA Notes: Selected Parks

Legoland California, summer show, a new and a new Santa Cruz Boardwalk, Carlsbad, CA, USA million-dollar Christmas show resulting in Santa Cruz, CA, USA 2006 Attendance: 1,660,000 strong attendance for all time periods. At 2006 Attendance: 3,000,000 (est.) Change: up 16.1% Splash Country, the addition of Firetower Change: Flat; similar to 2005 It was a record year for Legoland Falls was a good marketing hook for Because the well-known amusement pier California, which enjoyed a very strong tweens. Cumulatively, the additions over has no gate, it is not included in the Top reception of its new interactive Pirate- the past three years (Big Bear Plunge, 20 list. The venue has begun Spanish- themed attraction (Pirate Shores), an area Bear Mountain Firetower and Firetower language and Internet marketing, and has of interactive water games and rides. A Falls) continued the attendance increase. a new restaurant and new ride, Wipe Out. pleasant, warm summer season also Lagoon, The area had a wet spring but weather in helped drive the strong attendance. Farmington, UT, USA the summer was excellent. Merlin Entertainments acquired all four Legoland parks in 2005 and has been 2006 Attendance: 1,200,000 actively expanding and improving the Change: up 4.2% property. A new expansion of Miniland Up from the previous year’s 1.15 million, Other Large Chain Operators opening in March 2007 will be the largest despite no significant marketing. There Ripley’s Entertainment were some additions to children’s rides. such in Lego history. It features a Ripley’s Entertainment exceeded atten- miniature version of the Las Vegas Strip. , dance expectations for 2006 with a The park will spend $3 million on record-high 13 million visitors to its improvements in 2007, including the Winter Haven, FL, USA 2006 Attendance: 1,400,000 family of worldwide attractions, which Miniland expansion and the construction would rank them as no. 8 on the Top 10 of a new ride at Pirate Shores set to open Change: Flat list among major theme park operators. in May. The new investment comes on the The area suffered a very wet January and heels of $10 million spent last year for February but had optimal weather from Currently with 60 attractions in 10 construction of Pirate Shores. March through July for the first full countries worldwide, Ripley’s Entertain- season of the new Splash Island ment has expansion plans in place for , Waterpark. No price changes were 2007 that will bring the number of attractions to 64 in 11 countries. The West Mifflin, PA, USA implemented. A new Starliner coaster entertainment company will be opening 2006 Attendance: 1,240,000 opens in June 2007; also in spring 2007 opens Bugsville Children’s Area, with 13 Ripley’s Believe It or Not! on 42nd Street Change: up 3.3% rides and shows and a four-story in New York City and Bangalore, India Strong attendance in September and interactive play structure. within the next year. Ripley’s opened October. The park added a new Great Wolf Lodge in Niagara Falls, Canada ride, and expanded its marketing into , in 2006, marking the company’s first Cleveland. There were no price changes, Valdosta, GA, USA venture into the hospitality industry. but admission is set to go up in 2007. 2006 Attendance: 1,475,000 Change: Flat , A strong first half of the year did not carry Palace Entertainment is one of the largest Branson, MO, USA through due to the lack of new attractions family entertainment center and water- 2006 Attendance: 2,050,000 and a limited concert line-up. The venue is park operators in the US, with 32 facilities Change: up 7.3% adding a new amphitheater for 2007 with and over 10 million visitors annually. The park benefited from the opening of a bigger stage and larger seating capacity, Palace Entertainment waterparks include; the Grand Exposition, a kid-oriented new which is accompanied by a much Wet ‘N’Wild, Raging Waters, , ride development, and from new festival improved concert schedule for 2007 Big Kahuna’s, Water Country, Mountain elements. Creek and . Palace Entertain- Non-Gated, Pay-As-You-Go Parks ment also owns Boomers, Castle Park, Dollywood, Silver Springs, , Pigeon Forge, TN, USA Adventuredome at Circus Circus, Mountasia, and Speedzone family 2006 Attendance: 2,410,000 Las Vegas, NV, USA entertainment parks in CA, TX, FL, GA, and Change: up 2.1% 2006 Attendance: 4,200,000 (esti- NY. Established in 1998 after the initial It was a record season for Dollywood mate) Change: down -6.7% acquisition of four independently owned (2.41 million) and Splash Country (0.4 There were no price changes and no new family entertainment companies, Palace million). There was a favorable weather rides. With the Wet’N’Wild waterpark in Entertainment continues to consolidate pattern with less rain and warm tempera- Las Vegas having closed, Adventuredome, the fragmented family entertainment tures during the peak season, and mild the top attraction at the Circus Circus industry and recently announced the temperatures through the fall and hotel/casino, is now the only children’s acquisition of Waterworld USA Cal Expo Christmas. Timber Tower and Timber park in Vegas. The downturn in atten- from Six Flags. Canyon were successful, providing dance is attributed to high gas prices publicity opportunities. These successes (75% of customers drive in from Califor- combined with a new award-winning nia) and heavy construction on the I-15 freeway.

10 © 2007 TEA and ERA