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Euro Disneyland
Mickey Mouse is moving to Paris !!!
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Disney’s assets
•Name•Culture•Movies•Theme parks
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Disney’s characters in a real world
• 1955 – creating the first Disneyland in Anaheim, California
•1987 – DisneyWorld in Orlando, Florida
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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!
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Time for Europe
Where to build it?
•Spain• Italy•Great Britain•France
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Why France?•The best infrastructure•Greater amount of inhabitants•20 miles away from one of the
world’s tourism capitals - Paris
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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
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Expectations
• 11 million visitors annually
• 500.000 visitors on the opening day
• 55.000 visitors per day in the following months
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Close distance for many Europeans
Population in million
Getting to EuroDisneyland
17 2 hours by car
41 4 hours by car
109 6 hours by car
310 2 hours by plane
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EuroDisneyland’s Grand Opening
•On April 12th 1992 fourth Disneyland was officially opened
•Newspaper comments: „Mikey- it’s madness!!!”
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“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)
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•First director: American, but he was not accepted
•1993: Philippe Bourguignon from France took his job
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Problems and Mistakes
•Divided in Adventureland, Dicoveryland, Fantasyland, Main Street USA
•Strict rules conerning workers‘ dress for men and women
•Other problems occurred
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1)Situation of the park2)Wrong research of demographic and sociological
factors leaded to wrong assumption was not
confirmed in reality
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• Incorrect measurement of parking spaces
•Wrong American research about European meal habits
•Different expectations about crowded visitors days
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•Wrong assumptions about the composition of the visitors and amount of spendings (time and money) in EuroDisneyland
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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)
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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)
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Solutions (1)
•Change the name (remove the poor reputation, more romantic)
•Accept alcohol drinks (in 1993 May)
•Laid off employees (reduce the cost)
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Solutions (2)
•Discount package (after 5:00 p.m.
or use hotels not in the season)
•Marketing strategy (attractive scenic spot in a journey)
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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€
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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
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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
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• 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
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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.
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CRITICISMS:• Complains from visitors• Protests from environmental groups.• The Chinese government taking
high risks.• A problem of capacity
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Thank you for your attention!