Euro Disneyland
Mickey Mouse is moving to Paris !!!
Disney’s assets
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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 Europe
Where 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
17
Getting to
EuroDisneyland
2 hours by car
41
4 hours by car
109
6 hours by car
310
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
Income(in FFR)
Profit/ (Loss)
September 93
1.8 billion
September 92
3.1 billion
(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 park
2) 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 Europeanwalk)
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:
Price
1 day ticket
3 days ticket
From April to November 2003
Adults
Children 3 – 12 years
39€
107€
29€
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:
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Complains from visitors
Protests from environmental groups.
The Chinese government taking high risks.
A problem of capacity
Thank you for your
attention!