Coney Island. An Industry Look At Coney Island Redevelopment

Transcription

1 Coney Island An Industry Look At Coney Island Redevelopment

2 Coney Island Dan Aylward 38 years in the industry Coney Island of the West Kings Island Riverside Boblo Island Old Tucson Studios Silverwood Six Flags Marine World European Division Magic Springs / Themeparks LLC / PARC Management LLC

3 Coney Island Tough Business Turn Around projects Yahoo Finance Story 2/9/09 Listed Six Flags as one of 15 companies poised to fail

4 Many parks have closed Libertyland in Memphis Six Flags Astroworld Six Flags New Orleans New parks often fail West World in Wichita Hard Rock Park in Myrtle Beach Coney Island

5 Coney Island Regional Parks differ from destination parks Less theme More thrills Draw from 200 mile radius Hire from 30 mile radius Less reliant on tourists (over night visitors) 80/20 split More reliant on residential market

6 All parks are different Urban versus suburban Destination vs. regional Regional vs. local Local vs. waterparks Waterparks vs. FEC Coney Island

7 Coney Island Different appeals in different parks Tivoli aesthetics Blackpool beach Six Flags Great Adventure Intense thrills Silverwood airport Old Tucson Studios movie studio Alton Towers historical Carowinds -- cultural

8 Unique appeals of Coney Island Beach History Traditional building Styles Quirkiness Different feel Different look Coney Island

9 Realities of Redevelopment High cost of entry Land Facilities Infrastructure Limited physical plant City buying land Limited land available Coney Island

10 What we are going to cover Market Attractions Design issues Support What steps should be taken Coney Island

11 Coney Island New York is one of the most competitive entertainment markets in the world Numerous parks compete in the market Six Flags Great Adventure Six Flags New England Playland Splish Splash Numerous smaller operations

12 Theme park competition is intense Biggest roller coasters Fastest rides Intense experiences Coney Island

13 Kingda Ka Six Flags Great Adventure

14 Superman Six Flags New England

15 Coney Island strengths Heritage Unique style High current attendance levels Coney Island weaknesses Old fashioned Uncertainty Coney Island

16 Coney Island Iconic Attractions are a must for any entertainment venue Pepsi Max Blackpool Pleasure Beach Volume of rides must be competitive Tivoli Gardens 26 rides Blackpool Pleasure Beach 37 rides Types of rides must play to demographics Mix of adult and children s rides

17 Pepsi Max Big One Blackpool Pleasure Beach

18 Coney Island Creation of critical mass must: meet the competition accommodate the market demographics fulfill the history of the facility

19 Attractions Thrill Rides Family Rides Children s Rides Indoor Attractions Coney Island

20 Coney Island Parks typically feature: Four or five iconic attractions Seven or eight other adult rides 10 or 11 children s rides Seven to 10 family rides Selection depends on capacity requirements Seven experiences in a day is normal

21 Coney Island Lay Out of Facilty More important today than ever before Business approach to design Aesthetics equally important Design adds to escape quality of the experience Mom drives the business

22 Kings Island Cincinnati, Ohio

23 Tivoli Gardens Copenhagen, Denmark

24 Blackpool Pleasure Beach Blackpool, England

25 Santa Cruz Beach Boardwalk Santa Cruz, California

26 Pacific Park Santa Monica, California

27 Size No set size parameters for a facility Measure visitation level at peak How long do guests stay? What waiting times are acceptable? What facilities will be available? What ride capacity is desirable? Coney Island

28 Land use varies by style of park Suburban sprawling facilities Piers Beach front parks Urban parks Coney Island

29 Coney Island Suburban Park Piers

30 Coney Island Beachfront Park Urban Park

31 Coney Island Some basic design considerations Facility must contain iconic attractions Layout must be controlled Comfortable passage between attractions Coordinated design and attraction placement Convey safe and secure environment

32 Support facilities are important Hotels Food, Merchandise and Games Restaurants on-site and off-site Rest Rooms Utility Support structures Warehouse space Maintenance building Offices Shared operator facilities Beach support functions Stages Dressing Rooms Coney Island

33 Coney Island How to approach the facility Aggressive Management is critical in any entertainment scenario Regular introductions of new attractions keep the park fresh for the audience Single minded facility management is needed to move the business forward A cohesive business plan will be needed to serve all the stakeholders Experienced park management will always win out over inexperience in this business Many derivatives in structure but not all structures improve the results Government owned / leased to private Government owned / contracted management Government owned / government operated

34 Recipe for success Coney Island

35 Most parks target families Women Coney Island

36 Coney Island Operational Philosophy Everyone leaves Coney Island happy

37 Coney Island Build Community Involvement Expand Relationships with area tourist attractions Grow Governmental Relationships Support local groups and organizations

38 Coney Island Marketing Aggressive advertising and PR effort Reach outside the immediate markets Creative ticketing and promotions Coordinated activity and support from all attractions

39 Operating Philosophy One Priority Safety Coney Island

40 Coney Island Integrate attractions into one entertainment venue Amphitheater Keyspan Park Aquarium

41 Select attractions carefully Consistency in operation Quality of experience Coney Island

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44 Coney Island Consider integrating water park elements into design Take advantage of the beach traffic Indoor or outdoor waterpark attractions Combined with hotel property?

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47 Coney Island Operating Goals Quality Service Superior Operations Strong Supervision throughout facility High and consistent standards between operations Higher overall satisfaction levels Excellent Secret Shopper scores

48 What benefits will the area enjoy? Quality of life Additional entertainment in the neighborhood Family memories Jobs Full time and part time Multiplier effect of spending Economists vary Additional development Hotels Restaurants On-site and off-site Coney Island

49 Coney Island Photo Credits Wikipedia Six Flags Great Adventure Widipedia Six Flags New England Belmont Park Santa Cruz Boardwalk Blackpool Pleasure Beach Tivoli Gardens Google Earth Aerial views All other photos property of Dan Aylward