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Hong Kong Disneyland

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Elisabeth Gilbert

on 7 February 2013

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Transcript of Hong Kong Disneyland

Tokyo Disneyland Disneyland Paris Hong Kong Disneyland Hong Kong Disneyland Team 3 Casey Capron, Brian Ebrecht, Elisabeth Gilbert, Kyle Hagemaier, Matt Morris, Christy Stripling Tokyo: World Bazaar Disney-style Americana popular in Japan
Special admission just to buy souvenirs
Dress code regulations an accepted norm Tokyo Disneyland Opened in 1983
No Disney ownership; licensed to Oriental Land Co. for $100M annual royalty
25M visitors and operating income of $245.47M in 2005
95% of guests were Japanese; 15% had visited 30 times or more Disneyland Paris Opened in 1992
Disney owns 49%; partnered with French government after 2.5 years of negotiations
Design and construction plan alterations created cost overruns of $5B: no profit until 1995
Low attendance Paris:Le Château de la Belle au Bois Dormant France largest consumer of Disney products outside U.S. - especially publications
Different views of Disney characters and brand
Issues with dress code requirements
Anti-alcohol policy Hong Kong Located on the largest outlying island of Hong Kong
Opened 9/12/2005; negotiations and construction since 1998
Disney and Hong Kong government joint investment
5 million+ visitors in first year (under 5.6 million projection) Hong Kong: Front Gates Daily capacity: 30,000 (smallest Disney park)
Most tickets sold in advance (some with variable dates and blackouts; limited tickets available at gate)
2006 Lunar New Year fiasco Chinese desire to connect with global pop culture
Mix of American and local tastes (Plaza Inn serves Mulan-inspired Cantonese food)
Trilingual cast members
Consideration to Chinese customs (feng shui, lucky and unlucky numbers and symbols, squat toilets) Hong Kong: Main Street U.S.A. Hong Kong: Sleeping Beauty Castle Hong Kong: Attractions Capacity limit too high: Two-hour wait for attractions, 45 minutes for restaurants
Cast member complaints of poor working conditions
Safety complaints: smog, police and health inspectors couldn't get in, falling debris Initial promotional efforts:
Broadcast a free-to air TV program in HK and southern China
Giordano clothing line
Magazine, special youth events
Later efforts:
Discount tickets, rail pass promo
Free tickets for taxi drivers
Special trip guide
VIP tickets for local celebrities
Discounts for travel agents Shanghai Disneyland Shanghai Disneyland: Coming 2015! One of the largest foreign investments at $4B
Disney has 43% stake in park
Potential of over $200M in management fee opportunity for Disney over next decade
Disney already has a large following in China: videos, books, other media How can Shanghai Disneyland succeed? Take local culture into account from day 1
Criticized for being "too American" in HK
Hire local managing directors
Groundbreaking ceremony
Make sure park has enough capacity and attractions to accommodate guests
Reevaluate ticketing process
Base more attractions on Chinese culture and preferences
No Main Street U.S.A.; open green space in front of castle
Chinese imagineers
Consider regional preferences when setting up restaurants
Took too long to adapt in Paris and HK
Full transcript