Abstract
Although it hit some operators harder than others, the UK theme parks market
is reeling from a poor year in 2007, largely as a result of the same
unpredictable weather that gifted them a fine year in 2006.
Since Mintel last examined this market in March 2006, the gap between the two
tiers of operator - basically the ' big six' parks and the rest - has widened
and the smaller parks are going to find it increasingly difficult to compete
in the future. However, there is still plenty of scope for parks to make
people' s visits more enjoyable, particularly when it comes to the provision of
food and drink and policy relating to queues.
This report examines the market for theme parks in the UK in terms of volume,
value and how spending is segmented, as well as consumer behaviour and
attitudes towards parks. It considers the hypothesis that: "the way forward
for theme parks in the UK is to find new ways of attracting new types of
visitors through more imaginative marketing or more flexible ticketing
strategies."
Defining a theme park is not easy; arguably, any visitor attraction that
chooses to call itself a ' theme park' should be included, but for practical
purposes it is necessary to be more specific:
- The term ' park' implies that the attraction is on a large, mainly outdoor
scale, and not just a small-scale attraction, themed or not.
- Admission must be charged.
- There must be some attempt at theming, whether based on entertainment (eg
Disney, Universal, Asterix), history (some of Alton Towers), the Wild West etc.
- Fairground rides must be offered.
The rides are crucial, as ' theme park' is an abbreviation for ' themed
amusement park' . Traditionally, rides and amusements were provided at seaside
resorts, alongside other distractions and catering, but the modern concept of
a theme park usually refers to an inland park which is a destination in its
own right, which charges an all-inclusive admission and offers:
- a choice of rides, usually with a ' pass' option (eg a wristband)
- landscaping and themed visual or audio-visual attractions
- catering and merchandise.
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