Download - Euro Disneyland
Euro Disneyland
Mickey Mouse is moving to Paris !!!
Disney’s assets•Name•Culture•Movies•Theme parks
Disney’s characters in a real world
• 1955 – creating the first Disneyland in Anaheim, California
•1987 – DisneyWorld in Orlando, Florida
Mickey overseas!
•April 15, 1983 – opening day of Disneyland in Tokyo
(13 200 visitors)•One-day attendance record• Japanese Mikki Mausu
takes the country by storm!
Time for EuropeWhere to build it?
•Spain• Italy•Great Britain•France
Why France?•The best infrastructure•Greater amount of inhabitants•20 miles away from one of the
world’s tourism capitals - Paris
Euro Disneyland
• 1988 – the beginning of the investement in Marne- la- Vallee
•Total cost of of the project: 4,5 billion USD •The area of the park covered
about one fifth of Paris
Expectations
• 11 million visitors annually
•500.000 visitors on the opening day
•55.000 visitors per day in the following months
Close distance for many Europeans
Population in million
Getting to EuroDisneyland
17 2 hours by car41 4 hours by car
109 6 hours by car310 2 hours by plane
EuroDisneyland’s Grand Opening
•On April 12th 1992 fourth Disneyland was officially opened
•Newspaper comments: „Mikey- it’s madness!!!”
“Cultural Chernobyl“
•Did not become the gold mine like presumed
September 93
September 92
Income(in FFR)
1.8 billion 3.1 billion
Profit/ (Loss)
(1.1 billion) (0.7 billion)
•First director: American, but he was not accepted
•1993: Philippe Bourguignon from France took his job
Problems and Mistakes
•Divided in Adventureland, Dicoveryland, Fantasyland, Main Street USA
•Strict rules conerning workers‘ dress for men and women
•Other problems occurred
1)Situation of the park2)Wrong research of demographic and sociological
factors leaded to wrong assumption was not
confirmed in reality
• Incorrect measurement of parking spaces
•Wrong American research about European meal habits
•Different expectations about crowded visitors days
•Wrong assumptions about the composition of the visitors and amount of spendings (time and money) in EuroDisneyland
Problems (1)•Alcohol drinks (do not allow
to drink and sell)•European alcohol drinks
during their meal•Transportation connect with hotels and park (not
necessary for Europeanwalk)
Problems (2)•Estimate 33 USD on beverages
and souvenirs (but 12% lower)•Price of ticket high (around 43
USD) 33% more than in Florida•Bankrupt and financial difficulties
(influence banks and its backers)
Solutions (1)
•Change the name (remove the poor reputation, more romantic)
•Accept alcohol drinks (in 1993 May)
•Laid off employees (reduce the cost)
Solutions (2)•Discount package (after 5:00
p.m. or use hotels not in the
season)•Marketing strategy (attractive scenic spot in a journey)
Solutions (3)
•Price of tickets (lower) Prices for tickets to the Disneyland Paris in 2003:
From April to November 2003
Price Adults Children 3 – 12 years
1 day ticket
39€ 29€ 3 days ticket
107€ 80€
A new Disneyland in Hong Kong:
•Disney set-up in China since September 12th 2005
•Smallest Disneyland’s park comparing the atractions with the other Park of disney
Disneyland in Hong Kong:•A replica of the
original theme park in California BUT with a chinese flavour: chinese food in the restaurants, Mickey&friends wearing traditional Chinese outfits
•The park employ 5.000 workers•The US$ 3.5 billion park: A joint
venture betwen Disney&the Chinese governement.
•Why Hong kong?: -beautiful city -richest city in China
VALUATIONS:
•The government hopes to earn $19 billion over the 40 next years.
•Hong Kong Disney is a key tourism infrastructure will bring economic benefits to the city.
CRITICISMS:•Complains from visitors•Protests from environmental groups.•The Chinese government taking high
risks.•A problem of capacity
Thank you for your attention!