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Been There, Dean That
Leisure Labs’ Bob Dean looks at the past, present, and future of buying and selling rides in the attractions industry
by Jeremy Schoolfield
IN HIS OWN WORDS, Bob Dean’s entry into the attractions industry was “purely accidental.” His success certainly hasn’t been. The former stockbroker joined this business more than two decades ago working as a salesman for motion simulators and giant screens and never looked back. In 2003, Dean teamed with Jim Hartley to form Leisure Labs (www.leisurelabsllc.com), which represents manufacturers from around the world including Mack Rides, Great Coasters International, Mondial Rides, and I.E. Park/SOLI Bumper Cars.
As the industry prepares for IAAPA Attractions Expo 2009, FUNWORLD asked the sales veteran to assess the business, the economy, and even predict the future.
How would you best describe park attraction demands of late?
Given the current economic climate, that could be a loaded question, but ride demand has certainly skewed away from teens and high-thrill rides and more toward the family in the past few years. Our high-thrill and high-rider height requirement offerings have been in less demand, while our more family-friendly options have flourished. We believe this trend may change somewhat in the future.
How have those demands/desires changed during your time in the industry?
For many years the bulk of capital was spent on high-thrill rides. We had a good old-fashioned “arms race.” Many operators were regularly committing significant amounts of capital to establish themselves as the parks with the biggest and baddest rides; often these large single-ride purchases resulted in significant attendance increases.
As many parks became saturated with coasters and price tags continued to climb, the mindset changed. Several big rides either failed to deliver initial attendance increases or failed to hold the increases they created. A few years ago ride demand began skewing away from big thrill rides, as many parks were overstocked with huge steel rides, and the family audience was slipping away. This led to a focus on family attractions for several years while many ride mixes were brought back into balance.
It has been a few years since our last “arms race,” so now there are quite a few parks that could really benefit from a major coaster, water ride, or mix of multiple high-thrill “spectacular” flat and high-rising rides.
What attractions trends do you see coming in the next few years, both from the operator and from the supplier sides?
Two things: First, high-end flat rides are disappearing from many parks completely or in favor of lower-cost options. An operator might ask, “Why would someone get excited about a ride in my park when they see the same ride at their local carnival or fair?” The answer is: They won’t.
 Second, any park that can benefit from a major coaster can also benefit from a major water ride. Big modern water rides drive attendance in virtually every location they are installed;
they are suitable for children as small as 42 inches and appeal to a broad demographic. While they are basic to a park’s ride mix, these rides have been somewhat out of favor, so we might see a trend reversal here.
Does anything strike you as unusual about the way parks are evolving?
Quite a few parks are out of balance; moving patrons from one coaster line to another does not appear to be sustainable. Don’t get me wrong: Coasters are the anchor attractions from which everything in a park springs, and with Great Coasters International and Mack, Leisure Labs is smack in the middle of the major coaster business.
At the same time, I walk through some parks with a sense they are coaster parks, not amusement parks. Others have perhaps gone too far the other way and could still use a coaster or two, or a flat ride with high capacity.
How have parks changed their purchasing behavior?
As everyone knows, there has been major consolidation in our industry over the past decade, resulting in a handful of operators now controlling huge amounts of business. For example, 18 of the top 25 parks in the world are owned and/or operated by three park chains, and 19 of the top 20 parks in North America are owned and/or operated by five park chains. These same statistical trends apply to even broader samples. Back in the day, individual parks had more decision making autonomy. In today’s world, purchasing decisions affecting the majority of industry capital are made in about 10-12 corporate locations.
Obviously 2009 is a tough year for everyone. Are there any silver linings you see out there?
The planning and design community is somewhat busy with their clients in Asia, the Middle East, and elsewhere worldwide; this should lead to new park development and purchasing within two to five years. Also, our industry never stays static. I do not have a crystal ball, but historically it’s a good bet that slow periods will be followed by better periods. I wish those points of transition were more predictable. You never know; as we all pull in the reins a bit, it could be the optimal time for both operators and suppliers to add to their arsenals.
When the economy does turn around, how do you think the industry is positioned to capitalize? How should operators and suppliers prepare for that scenario?
We often talk about pent-up demand, but after such a deep and protracted economic decline, the rebound in our industry could be huge. Mix some much-needed optimism with some smart capital decisions and some good weather, and we could see some great things happening in our industry.
As far as preparation is concerned, I don’t presume to be qualified to give advice on the operation of parks and attractions. When it comes to suppliers preparing for a recovery, customers are always looking for new ideas, so we better update our ride selections. It is true sometimes “the old is forever new,” but wouldn’t a fresh and powerful idea be nice to have right now, like the drop tower ride was several years ago? While some buyers shun prototypes, there have been some very successful rides and attractions born from combining existing ideas and technologies in a new way. I’ve found if you ask operators what they are looking for, they are pleased to tell you.
Suppliers should also be looking for ways to simplify their ride systems. For years, and for many reasons, rides have been getting more complex while operators just want functional simplicity.
Are there any key opportunities out there?
It continues to be a buyer’s market. Before the current global economic downturn there were quite a few park projects moving forward in the Middle East and Asia. If that ride demand reappears, price leverage will tip back in favor of suppliers for several years. There is certainly a buying opportunity right now for operators, but it seems these favorable combinations of circumstances often present themselves at times when capital is very tight.
What do you expect from IAAPA Attractions Expo 2009 next month in Las Vegas?
I look at our industry conferences the same way I look at self-improvement books: If I read the entire book and only pull one or two good ideas from it, it was worth many times the price. If people approach the Expo with a plan and a set of goals, they will leave more informed and more valuable to their employers all at relatively low expense. We will all be together in one of the most amazing playgrounds in the world. Whether 2009 is the best year or not, I hope people come in great numbers.
Contact Senior Editor Jeremy Schoolfield at jschoolfield@ IAAPA.org.
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