case study
Enchanted Kingdom: The magic is here
Situation
In 1990, Lost Angeles’ Knots Berry Farm wanted to set up a local outfit in the Philippines with a local partner. The two friends teamed up with the foreign entertainment firm.
Much sweat and resources were invested in the conceptualization and the creation of the theme park. To differentiate Enchanted Kingdom from the usual offerings of other local carnival operators such as Star City in Manila, and Fiesta Carnival in Cubao, visitors of the park could enjoy a whole range of magical moments in its seven fantastic theme zones
The property owner agreed to invest in the proposed theme park, thus, began the long, arduous process of setting up the park itself. Groundbreaking took place in 1991 and Enchanted Kingdom was finally launched in mid-1995.
Initially the park was open year-round fro Mondays to Sundays except Maundy Thursday and Good Friday during Holy Week.
In mid-1997, the currency crisis that started in Thailand. People faced with uncertainties and difficulties of the times began drastically cutting “unnecessary” expenses—leisure spending being one of the first things they let go.
Problem
How to even out demand
Boost guest attendance
Action
To further boost guest attendance during lean seasons, management decided to encourage first-time visitors to try park’s rides and attractions by bringing down their admission price on certain days and months.
To level out demand, pre-paid group bookings were encouraged. In line with this objective, management heavily promoted group sales, particularly the school and travel agents’ packages.
Decision
How to even out demand and how to boost guest attendance are some of the problems encountered by Enchanted Kingdom. Many visitors wait for a ride for about 30-40 minutes. To solve this problem management may add extra fun activities so as to entertain the guests and walk-in visitors, like mascots for picture taking or they can have life size image of
Situation
In 1990, Lost Angeles’ Knots Berry Farm wanted to set up a local outfit in the Philippines with a local partner. The two friends teamed up with the foreign entertainment firm.
Much sweat and resources were invested in the conceptualization and the creation of the theme park. To differentiate Enchanted Kingdom from the usual offerings of other local carnival operators such as Star City in Manila, and Fiesta Carnival in Cubao, visitors of the park could enjoy a whole range of magical moments in its seven fantastic theme zones
The property owner agreed to invest in the proposed theme park, thus, began the long, arduous process of setting up the park itself. Groundbreaking took place in 1991 and Enchanted Kingdom was finally launched in mid-1995.
Initially the park was open year-round fro Mondays to Sundays except Maundy Thursday and Good Friday during Holy Week.
In mid-1997, the currency crisis that started in Thailand. People faced with uncertainties and difficulties of the times began drastically cutting “unnecessary” expenses—leisure spending being one of the first things they let go.
Problem
How to even out demand
Boost guest attendance
Action
To further boost guest attendance during lean seasons, management decided to encourage first-time visitors to try park’s rides and attractions by bringing down their admission price on certain days and months.
To level out demand, pre-paid group bookings were encouraged. In line with this objective, management heavily promoted group sales, particularly the school and travel agents’ packages.
Decision
How to even out demand and how to boost guest attendance are some of the problems encountered by Enchanted Kingdom. Many visitors wait for a ride for about 30-40 minutes. To solve this problem management may add extra fun activities so as to entertain the guests and walk-in visitors, like mascots for picture taking or they can have life size image of