IAPPA Follow Up

Dear Mr. Theme Park,

I am considering a new leisure development and, as you know, I attended the IAAPA convention for the first time last week. It was overwhelming! What kind of takeaways did you have from this particular convention as compared to other ones you have attended, particularly takeaways that might help me as a new developer?

Thanks, 

Ms. Hui from China

Hello Ms. Hui! It was very nice to see you in Orlando and have the opportunity to meet. Also thank you for your question. Our IAAPA exhibition and trade show is an overwhelming experience, I agree! I always look forward to seeing all of my friends and colleagues at the convention. We have the opportunity to meet and discuss global happenings from the past season, as well as what is going on currently around the world. 

During the last several years, it has been interesting to note how much emphasis is being placed on emerging technologies and technology’s importance in new attractions. While “coaster is still king” of our industry (just look at the number of new coasters coming to parks in 2016, over 40 being planned), hands-on participatory involvement through technological advancement is making great strides in becoming a part of every operator’s attractions package.  Companies such as Kraftwerk, Dynamic Attractions, Holovis, TrioTech, CAVU, Prana Studios, Brogent, Simex, Sally Animation, Simtec, Rhythm and Hues, and Mack Media are all busy developing new products and new attractions for clients globally. It was very educational to visit with all of these companies during the show to better understand what they are developing and what they are planning for the future of our industry’s attractions. 

Sally Corp. Walking Dead Dark Ride

Also being a member of the IAAPA Board of Directors, I am always impressed at how many dedicated people we are fortunate to have working in and supporting our industry. There are so many people who dedicate countless hours and personal time to the continuing effort of improving our association and industry as a whole. Most members would be shocked to know the actual number of people who serve on committees to foster our industry’s knowledge, growth, and general overall improvement.  We truly are an industry of “members serving members”. 

Ms. Hui, as you continue to learn more about the IAAPA association and industry, you will come to realize what an excellent staff we have supporting and guiding our membership. In my 45 years of membership, I have never seen such a well-rounded, strong staff. They are supported and guided by a terrific group of officers who tirelessly lead the IAAPA members in promoting safe operations, global development, professional growth, and commercial success of the amusement parks and attractions industry.

Ms. Hui, as you settle into our industry, you will always find it somewhat overwhelming, but also exciting and very rewarding as well. So make friends, ask questions, and don’t be afraid to reach out to members. As a new developer, you will learn we are a very friendly industry, and willing to assist. 

“Ask Mr. Theme Park” is a great opportunity to pose a question regarding the leisure industry to Mr. Theme Park (aka, Dennis Speigel).  As a highly respected leader, mentor, and visionary with over 50 years of leisure experience, Mr. Theme Park has a wealth of knowledge on many different issues.

To submit a question for consideration, click here.  We will feature questions and answers every week.

Theme Park IP's

Dear Mr. Theme Park:

I run a mid-sized amusement park here in the USA.  I have watched our industry during the last five years continue to “buy up” intellectual property of all types………super heroes, cartoon characters, and movie series like Hunger Games.  How important are IPs to a park?  And, how do you go about getting one for your park?

James D.

James, you are correct.  Our industry has been in an IP frenzy for about the last ten years.  A lot of the activity was “sparked” by the Middle Eastern countries who were attempting to enter the theme park arena in the mid-2000s.  This market was attempting to buy or tie up almost every IP that was known.  This frenzy also included joining forces with many USA operators.  However, due to the economic turndown, almost all of the parks planned during that timeframe did not come to pass.  

In addition, too many parks were planned.  There was not enough infrastructure to support the announced parks, not to mention far too little tourism and local population.  As an example at that time, Dubai was a city/country of only 1.2 million people, with a large portion of that population being from the expatriate work force.  Several parks were built, Ferrari World being the largest.  But, it suffered – not meeting attendance projections – and went through a tremendous number of management turnovers.  As great as the Ferrari name is, it did not succeed in making the park a success.  It still operates, but labors today under the original overcapitalization invested at start-up.

I take the time to point this period in our industry’s history out, because the same IP frenzy has once again ignited in the Middle East -- with layers upon layers of the parks being planned and constructed utilizing known IPs and park operators.  Will all of them be successful?  We shall see during the next five years.  However, it is fair to say that the IP line up is staggering.  From the USA to Europe and Asia, IPs from all spectrums are “in play.”

James, you need to study whether or not you really need IP assistance in your park.  Also, can you afford a fee structure for well known IP?  Character and IP usage in a park can have a major impact at the front gate.  As an example, when Bob Pittman was in charge of Six Flags, he was responsible for finalizing the Warner Bros / DC Comics characters throughout the Six Flags parks.  The introduction of these properties ratcheted the Six Flags parks up to a level of attendance, revenues, and profits they had never experienced in their history.  Those characters continue to work extremely well for Six Flags and have for over 20 years.  IP worked.

Think carefully about your park’s contents and needs.  What type of IP would work best for you?  A children’s IP, teen oriented IP, or one that speaks to the entire family?  What are the real objectives and goals for considering IP usage?  Is it a marketing driver, is it for entertainment or product association, or is it to create a high level face in the park to market, advertise, and meet and greet guests?  Whatever the primary reason, keep in mind there are basic fee structures which include initiation fees, annual licensing fees, and merchandise royalty fees. All of these can be negotiated with the owner/creator.  James, also keep in mind that IP usage needs to be constantly visited to ensure you, the park operator, are getting maximum exposure and usage.  I have seen through the years while working with many different IPs that the more you put into it, the more you receive in benefit.

Please feel free to call us at 513-381-6131.  We have great experience and knowledge in sourcing, selecting, and negotiating amusement and theme park IP programs.

Getting Your Product Noticed

I am a start up company with some new product, which I believe would be great for Amusement Park and Theme Park industry.  How do I go about introducing my product line to the industry?

Harold S., California

Dear Harold,

First, I should indicate that our industry is always looking for innovative new product introductions, particularly items that promote attendance generation, revenue increases, and safety.  We rely on outside companies to facilitate and foster new product development.

Through the decades, we have seen many new products presented to our industry.  One that immediately comes to mind is the Lineal Induction Motor (LIM), which launches and propels roller coasters at amazing velocity, creating a thrilling ride.  Premier Rides was one of the first ride manufacturers, if not the first, to pioneer and introduce the LIM system to our industry.  At first, it was somewhat scoffed at by many operators and other ride manufacturers.  However, to date, this system has become the leading manner in which to create thrilling starts to roller coaster rides.  It is now being utilized by the top roller coaster manufacturers.  The fastest roller coasters are propelled in this manner.  The LIM was a dream of designers that was introduced and well received by our industry.  It helped change the way roller coasters are designed and how they now entertain our guests.

Also, we are always looking for the “invisible dog leash” and the “glow necklaces” to promote in-park sales and revenues.  I use these two examples because when they were first introduced to theme parks four decades ago, we sold these unique, one-of-a-kind items to basically every guest who came to our parks.   The invisible dog leash was on a taut metal wire inside a casing that had a dog collar or harness on the end, but with no dog.  When a person used it, it looked as if they were leading an invisible dog!  Everybody had to have one.  They could not be kept in stock.

The glow necklace was equally as popular.  They were sold at night, of course, because they glowed.  Guests wore them on their heads, around their necks, and on their arms and legs.  They came in four or five colors, so people bought multiple necklaces to be colorful.  They actually promoted guests staying in the parks longer at night so they could be seen.  Parks made sure they had salespeople outside at the exits to sell to people who were leaving.  Going home from a park on an interstate, you could see people glowing as they drove home from a day at the park.

Belgian waffles also when introduced as a new park novelty food item created instantaneous sales increases.  At Kings Dominion in Richmond, Virginia, I was the first Taft Broadcasting park to introduce Belgian waffles.  I had seen them at the New York World’s Fair where they were one of the biggest food items for sale.  When introduced at Kings Dominion in 1974, the line was about two blocks long all day and all night.  We could not make or sell them quickly enough to satisfy our guests.  They still sell today in large numbers.

Harold, since you did not indicate what your new product is, I would suggest that you attend the industry’s largest exhibition and trade show – the IAAPA (International Association of Amusement Parks and Attractions) in Orlando, Florida.  The show is actually about to commence, as it begins next week.  It is a major gathering for vendors and buyers of all types of wares and products.  I suggest you attend as an interested party.  You will see hundreds and hundreds of products.  You may get some ideas on how to reach out to our industry with your new product.  If nothing else, you will have fun!  But, above all, wear comfortable shoes!