case study about theme park

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The Walt Disney Company: Theme Parks

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Rory M. McDonald

Allison H. Mnookin

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• The Walt Disney Company: Theme Parks  By: Rory McDonald, Allison Mnookin and Iuliana Mogosanu

Introduction: Defining Theme Parks and Assessing Theme Park Studies

• First Online: 04 March 2023

Cite this chapter

• Salvador Anton Clavé 14 ,
• Filippo Carlà-Uhink 15 &
• Florian Freitag 16  

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The introduction offers a thorough discussion of various definitions of theme parks, a detailed reflection on the development of theme park studies, and a systematic presentation of the state of the art in theme park studies across various disciplines. It will further provide readers with a rationale for the organization of the book and the ways in which it can be used.

This work is contributed by Salvador Anton Clavé, Filippo Carlà-Uhink, Florian Freitag, Astrid Böger, Thibaut Clément, Scott A. Lukas, Sabrina Mittermeier, Céline Molter, Crispin Paine, Ariane Schwarz, Jean-François Staszak, Jan-Erik Steinkrüger, Torsten Widmann. The corresponding authors are Salvador Anton Clavé, Departament de Geografia, Universitat Rovira i Virgili, Vila-seca, Spain; Filippo Carlà-Uhink, Historisches Institut, Universität Potsdam, Potsdam, Germany; Florian Freitag, Institut für Anglophone Studien, Universität Duisburg-Essen, Essen, Germany.

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Salvador Anton Clavé

Historisches Institut, Universität Potsdam, Potsdam, Germany

Filippo Carlà-Uhink

Institut für Anglophone Studien, Universität Duisburg-Essen, Essen, Germany

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Anton Clavé, S., Carlà-Uhink, F., Freitag, F. (2023). Introduction: Defining Theme Parks and Assessing Theme Park Studies. In: Key Concepts in Theme Park Studies. Springer, Cham. https://doi.org/10.1007/978-3-031-11132-7_1

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2015 Theses Master's

What Affects Theme Park Performance: A Comparative Case Study of Disney Theme Parks in East Asia

This study aims to find out what are the critical reasons that result in the significantly different performance of Hong Kong Disneyland and Tokyo Disney Resort, and what experience and lessons that the new Shanghai Disneyland can learn from. A comparative analysis is conducted from external and internal aspects between the two Disney theme parks in Asia. The results indicate that unfair financial arrangement and the small size of Hong Kong Disneyland have hefty impacts on profits while the Tokyo Disney Resort succeeds by providing a Japanized American Dream to Japanese visitors. Although there are other influential factors, the writer argues that the reason lies mostly in the financial arrangement and the small size of Hong Kong Disneyland. The two cases can provide experience and lessons to future theme parks in China, especially projects themed in international companies.

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Case Study: Walt Disney World Resorts and CRM Strategy

Sitting on a curb with their three children one humid afternoon in October inside Magic Kingdom, the oldest of Walt Disney World’s four Orlando theme parks, Jeff Pawlowski and his wife were in a sour mood. Long lines demanded waits of as long as two hours at some rides inside the 47-square-mile fantasy extravaganza, and the lines at the food stalls and restaurants weren’t much better. “Today has been the worst,” Pawlowski complained. His wife agreed: “Our neighbor came home from Disney on Friday and said there were no lines. We came here on Saturday, and it’s not what we expected.”

The Pawlowskis aren’t alone. Throughout the amusement park industry, long lines, fidgety crowds and high ticket prices continue to rank as the top customer turnoffs. Meanwhile, Disney’s theme parks have been particularly hard hit by sliding attendance figures and decreasing revenues. Bob Iger, Walt Disney Co.’s president and COO, told securities analysts on Nov. 20 that the Parks & Resorts division took in $6.4 billion in revenues in the year ended Sept.30, 1 percent less than 2002’s $6.5 billion, which was already down 8 percent from 2001. Iger blamed the sluggish performance on lower hotel occupancy rates and a further decline in attendance, which had already fallen 14 percent, to 37.7 million, in 2002, from a peak of 43.2 million in 2000. Analysts say international visitors are staying away, thanks to the flat global economy, rising anti-American sentiment and a continued fear of flying since the Sept. 11, 2001 terrorist attacks.

Ticket prices aren’t helping: They’ve risen 20 percent since 1998, and at $52 per person per day, they’re already at the psychological limit of what consumers are willing to spend for the theme park experience, say some analysts. Disney has cut ticket prices by up to 42 percent in some cases this year in an effort to drum up more business. That’s stemmed some of the attendance erosion, Disney executives say, but it hasn’t done much to the division’s operating income, which fell 18 percent in fiscal 2003, to $957 million from $1.2 billion in fiscal 2002.

At the same time, Disney’s costs continue to rise: Analysts say insurance premiums have nearly doubled since the Sept. 11 terrorist attacks, and health care and pension costs for the company’s 54,000 employees in Orlando alone cost the company nearly $250 million in 2003. Analysts also note that capital expenditures for the parks were down significantly in fiscal 2002. That’s exactly the cost-conscious environment that prompted Roy Disney, nephew of founder Walt Disney, to refer, in his Nov. 30 letter of resignation from the company’s board of directors, to “the timidity of [the company’s] investments in our theme park business.”

Clearly, the goal for now is to do more with less. And Walt Disney Co. CIO Roger Berry is at the center of that mandate—but not for all the usual reasons. To help Disney usher in what Disney Chairman Michael Eisner has called the company’s “digital decade,” Berry has been helping to create a risky but cutting-edge technology strategy designed to help Walt Disney World restore the luster of its aging brand, increase efficiencies and boost attendance—as well as the bottom line. Berry’s mission: to use Walt Disney World as a test bed for one of corporate America’s most ambitious tryouts of the business use of IT convergence—the combination of global positioning satellites, smart sensors, wireless technology and mobile devices, including one that looks like Mickey Mouse himself—to reinvent the customer experience, influence visitor behavior and ease crowding throughout the parks. The goal: to reduce the hassle for visitors to the park by creating a more personalized environment, with IT at the core. “The role of IT is changing,” says Berry. “It’s not simply an organization that deploys technology, but one that now integrates technology from a lot of different angles to improve the customer experience.”

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Making magic happen: Engineering and designing theme parks

Asu’s theme park engineering and design club helps students looking to design entertainment attractions find industry connections.

ASU’s Theme Park Engineering and Design club’s goal is to bring together like-minded individuals with aspirations in the themed entertainment industry and help them launch careers. In an industry that tends to center around California and Florida, where theme parks like Walt Disney World’s Magic Kingdom (pictured) are located, it can be challenging for students in Arizona to have the same access to opportunities. Photo by Erik Wirtanen/ASU

The themed entertainment industry is widespread and diverse, encompassing everything from theme parks to aquariums, zoos, water parks, museums and more.

The  Theme Park Engineering and Design Club  at Arizona State University is a group of students in a variety of degree programs with a passion for the themed entertainment industry. The club has approximately 35 members, about half of whom are students in the university’s Ira A. Fulton Schools of Engineering .

The industry tends to focus on California and Florida, home to the most well-known theme parks owned by Disney and Universal , making it more difficult for students in Arizona to have access to career opportunities.

“A big part of our mission is to close the gap between our members and the themed entertainment industry and create opportunities for ASU students to pursue a career in the industry,” says Logan Harrison, head of the Theme Park Engineering and Design Club. “Part of closing this gap is our association with the international organization called the Themed Entertainment Association , or TEA.”

Because the theme park industry is extraordinarily diverse — employing professionals from general fields such as mechanical engineers and architects to those in more highly specialized areas such as drone or kite-show designers — the ASU club strives to present students with as many different career paths and opportunities as possible.

The group is filled with students interested in the mechanisms of attractions, creative students focused on the theming and storytelling of rides, students who have completed or hope to get into the Disney College Program  and those who are just generally interested in theme parks.

“On top of showcasing the diversity among available career opportunities, we also aim to reflect the diversity of the industry with our monthly guest speakers,” Harrison says. “Our goal is to provide an opportunity for each member to connect with at least one person in the industry, whether through similar interests, backgrounds, gender or ethnicity.”

The club typically meets biweekly and has two different types of events . The first event of the month is a workshop series that enables members to showcase their skills or interests relevant to the themed entertainment industry through a short presentation and a group activity.

The other monthly event, called TPEAD Talks, involves the group hosting chats about the industry. These are the group’s marquee events, featuring industry professionals talking about their career journeys, the roles they’ve had and projects they’ve worked on, and answering questions from club members.

Join the club

If you’re interested in learning more about a career in the themed entertainment industry or have a love for theme parks, consider joining the Theme Park Engineering and Design Club. ASU students interested in joining TPEAD can follow the club on Instagram and become a member on Sun Devil Sync .

“So far we’ve been able to invite former and current Imagineers and Universal Creative team members, as well as folks who work for the numerous auxiliary companies in the industry,” Harrison says. “These guests have ranged from art directors and concept artists to architects and creative producers.”

This year, the club was officially recognized as the 48th U.S. TEA NextGen Organization, a student organization branching from the Themed Entertainment Association.

“This connection not only provides us with a great network of industry professionals, but it also allows us to interact with other university organizations across the U.S.,” Harrison says. “It also opens the door for ASU (club) members to attend international events like TEA Inspire or the International Association of Amusement Parks and Attractions Expo .”

Harrison, an architectural studies senior in the  Herberger Institute for Design and the Arts  at ASU, says his dream job has always been to work as a  Walt Disney Imagineer . He is taking his first step toward that goal this summer, having been accepted for an internship with the Walt Disney World facilities asset management team.

“My love for Disney started at a very young age,” Harrison says. “It wasn’t until I was in elementary school and was able to experience Cars Land at Disney California Adventure for the first time that I realized there are people who design and create these magical experiences. From then on, I’ve been obsessed, and it’s been my goal to create similar experiences for the next generation of guests.”

Madeline Mohrhauser, an industrial engineering student in the School of Computing and Augmented Intelligence , part of the Fulton Schools, was recently elected as the president of club for the 2024–25 academic year.

“As the next president, my goal is to create a collaborative environment where students who have a love for theme parks can come together and create something amazing,” Mohrhauser says. “Through hands-on projects, workshops and collaboration, I am committed to ensuring that members have access to opportunities for inspiration, growth and insight while gaining practical knowledge about theme parks straight from professionals.”

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Universal Beats Disney: New Study Declares The Best-Rated Theme Park in the U.S.

I n a surprising turn of events, Universal's Islands of Adventure has emerged as the top-rated theme park in the United States, surpassing all four major Disney parks, according to a recent study.

The research conducted by Westgate Palace Hotel not only revealed the rankings but also provided unique insights into the factors contributing to these amusement parks' popularity.

The study focused on Florida's amusement parks and considered three key factors: Instagram hashtags, monthly Google search volume, and the percentage of 'excellent' reviews on TripAdvisor.

These factors were meticulously weighted to prioritize customer experiences, with TripAdvisor reviews given a higher weighting due to their direct reflection of visitor satisfaction.

Related: Disney World Is More Expensive Than Ever, Go Here Instead

The Top Five Rated Amusement Parks

Universal's Islands of Adventure claimed the top spot with an impressive total index score of 91.1 out of 100.

The park, located in Orlando, Florida, is renowned for its thrilling rides and experiences, including the acclaimed The Wizarding World of Harry Potter.

With 52,310 reviews, 74% falling under the 'excellent' rating, and a staggering 854,821 Instagram hashtags, Islands of Adventure solidified its position as the leader.

Disney's Magic Kingdom, home to the iconic Cinderella's Castle, narrowly missed the top spot with a score of 90.4.

Despite being the most visited vacation resort in Florida, with over 17 million visitors in 2022, Magic Kingdom ranked second.

However, it holds the title of the most Instagrammable theme park globally, with a remarkable 8,012,859 posts.

Disney California Adventure Park secured the third position with a final index score of 84.2. Situated in Anaheim, California, the park earned its spot as the third-highest-rated park nationwide on TripAdvisor, with 67% of reviews labeled 'excellent' out of a total of 15,724.

The Rollercoaster Capital Of The World

Cedar Point in Sandusky, Ohio, known as the 'rollercoaster capital of the world,' claimed the fourth spot.

With an average monthly search volume of 355,000, Cedar Point is celebrated for its impressive selection of roller coasters and its status as one of the oldest amusement parks in the United States, opening its doors in 1870.

Silver Dollar City

Silver Dollar City in Stone County, Missouri, rounded out the top five, offering a unique blend of live shows, festivals, and traditional crafts demonstrations.

The park garnered the fourth-highest rating on TripAdvisor, with 66% of visitor reviews falling under the 'excellent' category.

Related: The Best Silver Dollar City Review And Discounts From A Family Of Five!

Honorable Mentions

The top 10 list is completed by Universal Studios Hollywood, Disneyland Park in California, Dollywood in Pigeon Forge , Tennessee, and Disney's Typhoon Lagoon Water Park in Orlando, Florida.

The study highlighted Disney's Animal Kingdom, ranking as the sixth best-rated theme park nationwide. With 379,000 average monthly searches, it is the second most Googled theme park, and it boasts the third-highest number of hashtags in the ranking, totaling 4,752,545.

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Florida: An Amusement Park Hot Spot

The continuing allure of Florida as a major vacation hotspot, recording 37.9 million tourists in the first three months of 2023 alone.

The diverse offerings of Florida's theme parks, from the enchanting world of Walt Disney World to the exhilarating experiences at Universal Orlando, adding a touch of magic to every vacation.

In Conclusion

A spokesperson from Westgate Palace Hotel at Universal expressed their thoughts on the findings, stating, "It comes as no surprise that theme parks operated by Walt Disney and Universal Studios have dominated the list. What may be surprising, however, is that the research crowns Universal as the best-rated theme park, beating all four major Disney parks."

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Suspect in Park Falls homicide held on $1M cash bond

PARK FALLS, Wis. (WSAW) - A 50-year-old Park Falls man is being held on a $1 million cash bond following an April 13 homicide investigation, according to online jail records.

Christopher Dyer remains in the Price County Jail.

Just after 4 p.m. on April 13, officers with the Park Falls Police Department responded to reports of shots fired near the 600 block of 2nd Avenue North in Park Falls. When they arrived, officers found the body of an adult with multiple gunshot wounds. A handgun was found at the scene. The victim’s name has not been released.

The Wisconsin Department of Justice is leading the investigation. They declined to release any information to NewsChannel 7 regarding the victim’s name or relationship to Dyer.

DCI is leading this investigation and are assisted by the Park Falls Police Department, Wisconsin State Patrol, Price County Sheriff’s Office, Phillips Police Department, Minocqua Police Department, Taylor County Sheriff’s Office, Wisconsin Department of Natural Resources, Wisconsin State Crime Lab, Woodruff Police Department, Oneida County Sheriff’s Office, and Vilas County Sheriff’s Office.

Copyright 2024 WSAW. All rights reserved.

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15 injured in tram accident at Universal Studios

A group of amusement park visitors were injured Saturday evening in a Universal Studios tram accident near Los Angeles.

The Los Angeles County Fire Department was dispatched shortly after 9 p.m. PT Saturday and transferred 15 patients to hospitals with minor injuries.

The California Highway Patrol said a tour was underway at the studio in Universal City and the tram was making a turn following the "Jurassic Park Cars" attraction.

"Due to unknown reasons, while negotiating the turn onto Avenue M, the last car of the tram collided with a metal guardrail on the right side of the roadway causing it to tilt and eject multiple passengers from the tram," the agency said.

The injuries were evaluated as "minor to moderate," the highway patrol said. Neither drugs nor alcohol are being considered as factors.

A spokesperson for Universal Studios Hollywood confirmed the accident in a statement and said a tram collided with a guard rail while it was turning left.

"Our thoughts continue to be with the guests who were involved, and we are thankful that based on agency reports, the injuries sustained were minor," the statement said. "We are working closely with public agencies, including the California Highway Patrol, as we continue our review of the incident and safety remains a top priority."

Universal said the Studio Tour has resumed "with a modified route" and the park is "reinforcing our operational and safety protocols."

Universal Studios is owned by NBC News’ parent company, NBCUniversal.

According to the park’s website, the tram tour is set to celebrate its 60th anniversary Friday.

The Universal Studios Tour offers park visitors a chance to ride a tram through behind-the-scenes locations of some of the studio's famed films while tour guides impart some of the history of the lot.

Many of the locations are still used for filming, so the locations may change. A consistently popular attraction includes re-creations of scenes such as a "Jaws"-style shark attack.

Doha Madani is a senior breaking news reporter for NBC News. Pronouns: she/her.

Emilie Dorn is an NBC News assignment editor.

15 people injured in tram accident at Universal Studios theme park

A tram accident at Universal Studios Hollywood in Los Angeles injured 15 people Saturday night, authorities and the company said.

Los Angeles County Fire Department units were dispatched to the theme park on Lankershim Boulevard shortly after 9 p.m., the department said in a social media post.

The victims taken to area hospitals had minor injuries, the department said.

A Universal Studios Hollywood spokesperson emailed a statement to The Associated Press confirming there were "multiple minor injuries" from an accident involving a tram at the theme park.

The details of the accident were not immediately available.

The California Highway Patrol will lead the investigation, the fire department said.

Disney to roll out $2 billion plan to reinvent Anaheim theme park

While many residents of Anaheim are excited for the investments in the community, others have been leery of Disney's promises.

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