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!