Funworld May 2011

Networking, Access to SoCal Attractions Highlight First IAAPA Leadership Conference

Story by Jeremy Schoolfield Photos by Robert Benson

Legoland California officials had no experience with waterparks when they decided to build one, so they visited several parks to learn the ins and outs of running such an operation.

“The leadership in those businesses were very generous with their information,” said Peter Ronchetti, Legoland’s general manager.

Ronchetti had a chance to return the favor during IAAPA Leadership Conference 2011, as Legoland was one of 11 attractions that opened their doors to the industry as part of the event, held March 15-17, in San Diego. The conference was a replacement and re-imagining of the former IAAPA Summer Meeting, last held in 2008. The goal for this new event was to give industry members a chance to network as they gained behind-the-scenes access and learned best practices from a multitude of Southern California facilities.

“In today’s environment, people want more than to just play golf with somebody. They want to see things, learn things, and interact with their peers,” said Bob Rippy, the 2011 IAAPA Chairman of the Board.

“This event let people connect in a more relaxed setting,” added Will Morey, IAAPA’s Second Vice Chairman.

The SoCal attractions rolled out the red carpet for the conference’s 172 attendees, and guided tours of “backstage” areas were offered at many locations: Knott’s Berry Farm and Boomers! San Diego brought participants into their food and beverage operations; SeaWorld San Diego allowed up-close-and-personal interactions with several different animals; and Disney California Adventure gave attendees an exclusive look at its new Cars Land expansion, set to open in 2012.

“In addition to meeting fellow IAAPA members from all over the world and sharing insights and information, I appreciated being able to tour so many different attractions concentrated in one region,” said Mindy Bianca, public relations director for Hershey Entertainment & Resorts in Pennsylvania. “All of the host venues were incredibly generous with their staffs’ time and expertise. It was a tremendous learning opportunity.”

“If I can take away at least one new idea from a conference then it was worthwhile; in the case of the Leadership Conference I got several new ideas, making it one of the best conferences I’ve ever attended,” added Nancy DiGiammarco, director of marketing, sales, and public relations at Silverwood Theme Park in Athol, Idaho. “Thanks to SeaWorld for sharing the details of their recycling program. We will definitely use several of their innovative concepts at our park.”

Between tours, receptions, and the bus trips in between, attendees had multiple opportunities throughout the week to have casual conversations; because it was a small group that stayed together for so many days in a row, it gave people the chance to really get to know one another, multiple attendees said.

“We’ve made contacts and had discussions with people we might not normally have if we didn’t come to an event like this,” said Tom Mehrmann, CEO of Ocean Park Hong Kong. “It’s smaller, and you have a bit more contact with people than you might have at a larger show.”

“I’m extremely happy IAAPA found a way to reinvent a tradition,” added Jeroen Nijpels of JN Entertainment & Leisure Consultancy in Luxembourg, referring to the Summer Meeting. “This is something we can build on for the future.”

“I think everyone came out of here reaffirmed what a great business this is,” said Chip Cleary, IAAPA’s new president and CEO.

Disneyland Resort President George Kalogridis on the Huge Changes at Disney California Adventure

by Jeremy Schoolfield

George A. Kalogridis offers the quintessential attractions industry success story. His career with Walt Disney Parks and Resorts began in 1971 as a busboy for the company’s Contemporary Resort in Orlando. Over the course of four decades he rose through the Disney ranks, earning leadership positions in Anaheim, Orlando, and Paris before his promotion to president of The Disneyland Resort in October 2009.

Kalogridis was the keynote speaker at the 2011 IAAPA Leadership Conference, where he updated the gathered industry leaders on more than $1 billion in renovations under way at Disney California Adventure, including this year’s debut of a “Little Mermaid”-themed dark ride. Disneyland, meanwhile, will see a massively revamped version of the popular “Star Tours” simulator attraction.

After his speech, Kalogridis sat with Funworld for this exclusive interview on his rise through Walt Disney Parks and Resorts and the future of one of the most popular resorts on the planet.

What does it mean to you to have started as a busboy and now be the president of The Disneyland Resort?

There’s a huge sense of responsibility for the park where Walt started it all. It’s important you never forget that. There are a lot of people watching every day with huge expectations, so your peripheral vision has to be greatly expanded. I’m grateful to have this opportunity; I’ve worked hard, but thousands of people work hard every day. You’d like to believe that you’ve done more right than wrong and you were the right person at the right time.

What have your first 18 months as president been like?
I’ve enjoyed the external piece of the job. Because we are in the middle of a city, we have a symbiotic relationship with it. We can design any kind of nighttime spectacular we want, but if we don’t get the permits we need from the City of Anaheim, we’re not going anywhere. Meeting with local officials and business leaders and understanding their needs has been a big part of my time and what I’ve enjoyed.

There is a lot going on across the resort this summer. Can you share some thoughts on the upcoming season as you open two major new attractions and a new parade?
I can’t wait to see how the guests react to the new “Star Tours” attraction. The graphics are so incredible, and the different storylines … I think the guests will love it. “The Little Mermaid– Ariel’s Undersea Adventure” is going to be spectacular. I think it’s going to be repeatable and a must-see—mostly because it recreates such a feel-good moments from the film. And the new “Soundsational” parade is going to be a home run.

What are your thoughts on the progress at Disney California Adventure?
I’m amazed we have been able to mitigate any concerns about so much expansion going on. We have no more attractions down than we would at any other time, it just looks different because you see so many [construction] walls. But the walls have been a big hit, because the guests know what’s coming and they’re willing to wait for it.

Does the “Blue Sky Cellar” preview attraction inside DCA build some bridges there?
Absolutely. Our plan now is to keep it, even after the refurbishment is finished. That attraction will become the “Blue Sky Cellar” for the resort. The guests told us they love this.

Does the success of the “World of Color” nighttime show give you even more momentum as you head into these other major projects?
It has definitely helped our confidence level. What we didn’t realize—and what has been a pleasant surprise—is the way we can show it: Since our guests are issued Fastpasses, we are able to go from one show to three shows in one night. I wasn’t worried about the show creatively, but the way we’ve executed it and figured out how to optimize it is what’s really been great.

Having been at the resort when Disney California Adventure opened, can you provide some perspective on what this massive overhaul means to the park?
As we have always done, you put your best effort forward, you listen to your guests, and then modify according to what they tell you. Of the seven most popular attractions and shows at the resort, six of them are at Disney California Adventure. This is clearly a park that has attractions that guests love; but, it’s more about connecting them through experiences, storylines, and Walt Disney.

Once this project is complete, what are your thoughts on the future of The Disneyland Resort?
My focus right now is the next two years—getting all of this expansion up and running and making sure it’s successful. We’ll make very few decisions until Cars Land is open [in 2012], and we can evaluate and understand what happens because of it. It’s such a big part of this transformation, it wouldn’t be smart [to plan too far in advance] because whatever you do may totally change once it’s open.

Contact Senior Editor Jeremy Schoolfield at jschoolfield@IAAPA.org.

Singapore Sensation

Asian Attractions Expo 2011 promises an outstanding conference and trade show with the amazing backdrop of Resorts World Sentosa

by Paul Croteau

At this year’s Asian Attractions Expo, taking place 21-24 June, more than 3,000 industry professionals from around the world will gather in Singapore at Resorts World Convention Centre in Resorts World Sentosa. The conference and trade show, the largest attractions industry product exhibition and conference in Asia, features four days of specialized learning opportunities, unparalleled business connections, and access to new products and business solutions. The Expo showcases a kaleidoscope of innovative products, rides, games, and equipment from more than 200 exhibiting companies; exclusive behind-the-scenes tours of Singapore’s finest attractions; exciting special events; and expert-led education sessions.

Attendees include operators, in - vestors, and developers, representing amusement and theme parks, waterparks, family entertainment centers, zoos and aquariums, museums and science centers, hotels and resorts, and more. The show is Asia’s only all-inclusive destination event that offers insider access to world-class parks and attractions, one-on-one time with leading suppliers from around the globe, and insight into trends and techniques from industry leaders. Here’s a brief preview of what to expect this year.

Education
2011 IAAPA Chairman of the Board Bob Rippy and IAAPA President and CEO Chip Cleary will welcome attendees to an exciting education program that includes speakers from innovative parks and attractions such as Hong Kong Disneyland, Sentosa Leisure Group, Enchanted Kingdom, Ocean Park Hong Kong, and Universal Studios Singapore to headline the Expo’s education program.

The program begins with a full-day safety institute and continues with three days of educational seminars focused on exploring solutions to industry issues and opportunities, including marketing and operations. In addition, two Leadership Breakfasts focusing on the Asian attractions industry will provide insight into current opportunities and future developments.

Events
Following the resounding success of Asian Attractions Expo 2010 in Kuala Lumpur, Malaysia, this year’s social events will again focus on making the most of the industry’s exciting and innovative parks and attractions.

Attendees in Singapore will have the exclusive opportunity to meet colleagues, make connections, and strengthen business relationships, all while experiencing the splendor of Singapore’s world-class attractions and discovering the strengths of each operation. Between the opening ceremony, a behind-the-scenes tour at the Singapore Zoo, and an event at Universal Studios Singapore, everyone benefits from the networking and idea-sharing atmosphere of Asian Attractions Expo.

Expo
The exhibition hall at Asian Attractions Expo features products and services from exhibitors traveling from Asia, the Middle East, Europe, and the United States.

As the premier event for the attractions industry in the Asia-Pacific region, the show features a large exhibit hall at Resorts World Convention Centre in Resorts World Sentosa that showcases an outstanding array of rides, games, and other products. The Expo attracts a wide variety of industry suppliers with demonstrations and displays that provide information on what’s new and what drives success.

Contact IAAPA Marketing Manager Paul Croteau at pcroteau@IAAPA.org.

IAAPA Europe: News and Events

IAAPA Europe Spring Forum Details
Don’t miss this brand-new event from IAAPA Europe, taking place at Europa-Park in Rust, Germany. Here’s a brief look at the program:

A special evening event including a tour of the park’s Iceland-themed area, a ride on the launch coaster “Blue Fire,” and dinner with entertainment from the renowned artists of Europa-Park.

The seminar program includes a presentation on the IAAPA Crisis Communication Plan, discussion of incident response planning, the use of social media, and a look into the future of the attractions and travel industry in the German-speaking region. Be sure to join us at Europa- Park for this very special event.

Please visit www.IAAPA.org/europe for further information.

Your Membership
Do you have someone in your management team who would also like to receive the IAAPA News Flash e-newsletter or the IAAPA Europe Newsletter? Do you have questions concerning your membership? Do you want to know more about Euro Attractions Show 2011 in London? Please contact us anytime by calling +32/24016161 or e-mailing europe@IAAPA.org.

Ride Safety

IAAPA Europe recently countered the writings of two members of the European Parliment on the issue of amusement ride safety.

Bill Newton Dunn and Mary Honeyball have tabled written parliamentary questions on the issue of amusement ride safety. Dunn also covered this issue recently in the Jan. 24 issue of Parliament Magazine, a periodical specialising in European affairs.

Dunn and Honeyball referenced statements by the European Consumer (EC) Rights association ANEC and drew on accident statistics published in a 2005 EC review of best practices at fairgrounds and amusement parks.

The quality of these statistics is, however, brought into question by the review itself, which hints strongly at the unreliability of some of the sources used. IAAPA Europe replied in the following edition of the magazine correcting the numbers and highlighting the safety efforts of the amusement industry.

This is clearly an issue to watch over the weeks and months ahead. Consumer safety is one of the sector’s top priorities. IAAPA Europe will monitor developments and take the necessary action to represent the interests of its members to the relevant institutions.

IAAPA Latin America News

Safety Education and Tours in Mexico City This Month
Attention members in Latin America: Don’t miss the Latin American Executive program, May 23-27 in México City. The program includes a one-day safety seminar with presentations on operations and crisis management by owners and operators from regional facilities.

Throughout the week, attendees will attend education sessions and tour local facilities, where they’ll learn best practices directly from park owners and staff members. This is a great opportunity to learn and obtain tools to improve your business.

For details, e-mail IAAPA Latin America Executive Director Paulina Reyes at preyes@IAAPA.org, or download details by following this link: www.IAAPA.org/latinoamerica/documents/laexecprogram.pdf.

IAAPA’s FEC Summit Focuses on Technology, Guest Service

Story and photos by Steve Friess

The IAAPA FEC Summit, which took place Feb.28-March 2 in Las Vegas, began with a greeting from 2011 IAAPA Chairman of the Board Bob Rippy, who urged the attendees to recognize their own significance to the broader attractions industry and to take advantage of the intimate setting to network and share ideas.

“We’re truly the entrepreneurs of our industry,” said Rippy, owner of Jungle Rapids, an FEC in Wilmington, North Carolina. “The entrepreneurs in our business are here in the room with us. We want you to have an interaction with people. And the great news is none of us really compete with each other most of the time.”

Rippy also reminded the audience that FECs are how most people are first introduced to the industry. “We’re close, so they go to us, then go to a regional park like Six Flags, then a bigger park like Universal and Disney.”

It was a thought echoed by Sea- World Parks & Entertainment Vice President Doug Stagner, who gave a talk on guest service on the summit’s first day.

“We realize we’re the minority in this organization,” said Stagner, chairman of IAAPA’s education committee and vice president of operations for SeaWorld San Antonio and Busch Gardens Williamsburg as well as a member of the development team for Worlds of Discovery in Dubai.

Stagner’s aim was to encourage FEC owners to become more alert to guest service issues. He explained how operators survey at least 50 guests every day at each of his parks, although the methodology has evolved. Early on SeaWorld asked guests to mail in a survey, then they tried having employees asking questions. More recently the parks had good success using tablet PCs such as the iPad to get people to respond.

Stagner said it’s important to larger companies like SeaWorld for FECs to do their jobs well so that people have good associations with the industry. “We’re all in the business of fun,” he said. “How great is it to be able to tell people that? We’re all in the business of creating memories that will last a lifetime.”

Social Media
Katie Bruno opened a seminar on technology in the industry by saying she was going to sidestep the topic of social media because that was something on the docket for a different session.

That didn’t matter.

Attendees nevertheless peppered her with so many questions about all things Facebook, Twitter, and YouTube that the bulk of her presentation ended up focusing on the subject anyway.

And so it went at IAAPA’s FEC Summit, a three-day educational seminar timed to coincide with this spring’s 2011 Amusement Expo in Las Vegas. It was clear the approximately 40 attendees were generally anxious and curious about how best to utilize the communications tools so popular among so many young customers at their attractions.

Thus, Bruno switched tracks to serve up some crucial tips on how to—and not to—use these mediums.

“Facebook is not an advertising medium,” said Bruno, co-owner of Website Online Development, an Ohiobased firm that designs sites for many FECs. “It is a relationship-building medium, so that when people do decide to spend their dollars, they have a relationship with you. It should be all about talking and conversing and chatting. It’s difficult for people who aren’t familiar with it to figure out what to talk about, so I recommend you become a Facebook fan of 20 other parks and see what they do with it before you jump in.”

One avenue to getting Facebook fans, Bruno suggested, is to reward employees for getting followers for you. She also emphasized the importance of a YouTube channel where patrons can post videos of their experiences, and she noted that because Google now owns YouTube, it can also help improve an FEC’s ranking in Google searches.

Redemption Games
One session that garnered tremendous interest was a talk by Bonita Marie International’s David Katz about revolutionizing the redemption experience. His recommendation was to transform those intimidating over-the-counterstyle centers with a store-style room where potential prizes are varied and accessible. Such a change is not inexpensive— he estimated it would cost about $25,000 to create a 400-squarefoot redemption “store”—but people go on to play more if they feel more connected to the potential merchandise they’ve decided they want.

“It puts the customers in the mindset that they are making this selection,” said Katz, whose New Jersey-based company supplies prizes to many FECs. “When they can go up to the prize and touch it, they ask, ‘How do I win this?’ They go back out there with a goal.”

Greg Borman, senior vice president for the FEC division of Palace Entertainment, agreed, reminding the audience: “It’s the redemption center driving your sales, not the sales driving your redemption center. If your redemption center does not have that kind of ‘wow’ effect, you’re doing yourself a disservice.”

Borman, whose company owns more than 40 attractions in 16 states, also presented at the summit, providing attendees with an outline of the big trends in the FEC business. Even during the brutal economic downturn, which he said is finally easing, Borman exhorted FEC owners to keep up on basics such as parking lot greenery and exterior painting. “When people walk in the door of your facility, how does it smell, how does it sound, how does it look, how does it feel?” he asked. “That’s all very important.”

He also noted FECs are being challenged by advances in home gamesystem technologies such as the Wii, so he’s remodeled some of his locations to provide a living room feel with lighting, fans, and couches. It’s a space where parents may relax as they watch their kids play various dance or virtual sports games.

Borman said many of his FECs are abandoning bumper boats and replacing them with water-spray grounds where kids can run about and splash or spray one another. The latter option allows many more people to participate at once; it also results in both longer stays and greater food and beverage sales.

Other trends Borman cited were more bowling lanes at FECs, a surge in loyalty programs, and an expansion of the ability to book parties online. “If you’re not involved in this now, please start today,” he said. “You’re losing money right now.”

Mobile Websites
Bruno followed up that tip by urging FECs to create mobile versions of their websites. She asked attendees to imagine how much business could be lost when busy parents try to find a phone number or address or want to book a party online, but the FEC’s site is unappealing and unwieldy on an iPhone or Droid.

“The majority of people are going to have a smartphone by the end of this year,” Bruno said. “As people have them and start using them and they’re making decisions while they’re out, they’re using their handheld more than their desktop at home. They’re much more likely to go to sites that look right.”

Steve Friess is a freelance writer based in Las Vegas. He has covered the FEC industry in previous issues of Funworld.