A Tale of Two Parks: Heathenism Fails, Jesus to Rise Again

The past week saw two significant, and oppositional, developments in the amusement industry. The first being the announcement that a religious amusement park, Bible Park USA, is to be built in Lebanon, Tennessee. The park, brain-child of Israeli-born American, Ronen Paldi, seeks to create a living, educational, and entertaining Biblical environment for guests (attraction concept art pictured, below) while fueling the area's tourism business and local economy. Paldi is confident in his park considering faith-based tourism is on the rise, according to the World Religious Travel Association. On the opposite end of the amusement news spectrum, like an omen for the success of a Bible-themed park, Myrtle Beach's newest attraction, Hard Rock Park, filed for Chapter 11 bankruptcy on Friday. Hard Rock Park, which opened in June to positive reviews but low attendance, owes over $343 million and has closed for the remainder of the 2008 season, hoping to reopen next April after a reorganization process. What does this ironic twist of fate mean? If America's theme-park goers are not ready for a park based on the glamorous lifestyle of sex, drugs, and rock-and-roll, maybe they are ready for the more spiritual option of a Jesus approved park? Is heathenism on the decline and piety on the rise? Are theme parks the appropriate venue for this debate to be playing out? This week I probed the blogosphere to explore the dichotomy of the two parks and uncover reasons for these two developments in the theme park world. Fascinated by this news, I chose to offer my personal opinions on two blogs, one regarding each park. The first post I commented on Soft Economy Crumbles Hard Rock: Myrtle Beach Park Declares Bankruptcy, Vows to Reopen in 2009 is written by Arthur Levine at About.com, a travel writer who specializes in the amusement industry. Levine offers possible reasons for Hard Rock Park's surprising closure. The second post, No Bible Park in My Community, which passionately discusses the sacreligiousness of a Bible-themed amusement park, is written by Michael Carpenter, pastor of Matthew's Table church in Lebanon, Tennessee. Carpenter is, understandably, disgusted by the prospect of this park coming to his community. I have conveniently provided my comments to these posts below as well as to the authors' blogs.

"Soft Economy Crumbles Hard Rock: Myrtle Beach Park Declares Bankruptcy, Vows to Reopen in 2009"
Comment:
Thank you for your pertinent post regarding your take on Hard Rock Park's unfortunate closure. I definitely agree that the high ticket prices and lack of advertising were factors in their failed inaugural season. As a resident of Los Angeles I would have had no idea the park even existed if I was not such a park-aholic like yourself and followed the park's development via theme park enthusiast websites. I have pondered though if Hard Rock's failure has more cultural reasoning behind it. One possible theory I have come up with is the popularity of classic rock. The park's target guests are, obviously, families, but how familiar are Led Zeppelin and The Moody Blues to 9-year-old girls? It seems to me that in our current world of Miley Cyrus's and Zak Efron's that a park themed to classic rock would have a somewhat limited appeal. I would suggest Hard Rock consider adding a more contemporary spin to the park when it reopens. It seems to me that this park would have had more success in the early nineties when classic rock was making a comeback with the Wayne's World generation. In a past post on my blog, I consider the cultural implications of the new phenomenon known as "celebration vacations." This new trend could have also contributed to Hard Rock's failure. Is Hard Rock Park the place for birthdays, anniversaries, and reunions? It seems more like an entertainment for the locals rather than a travel destination. From what I have read about the lack of rides and attractions at the park, it is not enough alone to bring people into South Carolina who were not already going there or are the most dedicated of theme park enthusiasts. Undoubtedly, you have heard of the announcement on the 18th of the new religious-themed park, Bible Park USA, being built in Lebanon, Tennessee. I am wondering about your reaction to this park. I found it ironic that less than a week after the news of the Bible park being built, Hard Rock Park announced its closure. The failure of the "heathenism" that is a sex, drugs, and rock-and-roll influenced theme park, can only be a good omen for a Christian values based one. This alone brings up tons of cultural implications. With the economy in the state that it is, it does not seem like a good time to build a theme park, but maybe something as dramatically different as Bible Park USA, built in the heart of America's "Bible Belt," can be a success. Do you think the Midwest is ready for this attraction? Orlando's religious theme park, The Holy Land Experience, has had its controversies and financial problems since its opening in 2001, but it has never closed for an entire season. Faith-based tourism is not to be underestimated. Personally, I would only visit a Bible based theme park to witness the absurdity of it and am much more interested in going to Hard Rock Park. Considering my love of classic rock and the positive reviews from you as well as others, I truly hope that it reopens so I can do just that.

"No Bible Park in My Community'
Comment:
Thank you for your very passionate protest post against Bible Park USA. I sympathize with many of your sentiments and, given my experiences with church, must agree whole-heartily with C.S. Lewis's quote, “There exists in every church that sooner or later works against the very purpose for which it came into existence.” However, I am not sure it applies to this amusement park. Although I grew up in a religious family and agree that this theme park is a terrible idea, I would like to address you today as a scholar of popular culture and offer a response to the question you pose in your post, "where in making disciples does an amusement park fit in?" As you have stated in your post, consumerism is the dominant system that has evolved in today's corporate America, and perhaps religion needs to evolve in order to stay relevant in an ever-changing society. The modern ways that Christians experience their faith are essential in order for them to understand it, or perhaps they would just lose faith all together. A religious-themed amusement park is the next step in multi-media influenced religious consumption. Many Americans know nothing but consumerism, so this is a way they can experience and understand their religion within the constructs of today's society. Perhaps this park will help provide people with a better understanding of the lessons of the Bible. If one person's faith is confirmed or a Christian gains a better understanding of their religion via the park's attractions, than would that not be better than nothing? Today, people need reassurance, that extends into every aspect of life including religion. I realize this goes against the Christian aspect of faith, but people are just that, people, and people have doubts. Perhaps this park will be a vehicle for people to be reassured in their faith. If it is a success than it will prove that people are interested in consuming something more than what Disney has to offer. It is possible that the park will not be a "fake environment" as you suggest, but as real of an experience as the guest perceives it to be. Ultimately, whether Bible Park USA is sacrilegious or not is left up to the owners and individuals. If the owners have good intentions for the park and guests can explore their own faith by visiting it, than I believe there is a place in this country for it. Personally, however, I will not be making the journey to Lebanon to experience this attraction.

Celebration Vacations: What Does it Mean for Disney?

With the holiday season quickly approaching, theme parks are rolling out the promotional campaigns for 2009, the most significant of which is Disney's new "What Will You Celebrate?" campaign. At a rare and rumor-steeped announcement in New York City on Thursday, Jay Rusalo, chairman of Walt Disney Parks and Resorts, revealed their big plans for next year. The question-posing campaign's goal is to encourage families to celebrate significant events in their lives at the Disney resorts. Everything from birthdays, to anniversaries, to reunions, to personal triumphs are invited to the year long party. To facilitate this all-inclusive festival Disney will be offering a number of personalized add-on services for guests to customize their individual celebrations such as the one-of-a-kind cake pictured, right. Additionally, they will be debuting new online tools to help families plan their personalized visit in detail. To top it all off, in a historic move, Disney, a company which rarely has park admission discounts, will be offering free admission to anyone on their birthday. Disney's press release states that this campaign is the result of a nationwide survey revealing "that 70 percent of U.S. leisure travelers have taken a vacation with the primary purpose of marking a special occasion in their lives – a 'celebration vacation.'" While the post 9/11 world and economic depression may be causes for the emergence of this new trend of "celebration vacations," the question is, will the people come to party? The success of Disney's 2009 campaign is dubious given its unprecedented nature.

On the subject of the "celebration vacation," I would like to consider if its emergence is due to more that just financial circumstances. People want justification when spending a large sum of money, and a day at Disney, let alone a Disney vacation, is no cheap affair. Is simply taking a vacation or having a day of fun not enough to justify the cost? Maybe there is a feeling that people do not deserve to take a vacation without justification. After all, vacations do not exactly fall in line with the American work ethic. Americans are expected to work hard every weekday. The multitude of drugs available to help people accomplish their daily tasks as if they were healthy makes even sickness a moot excuse for absense. Taking a break is almost unpatriotic. Vacations are seen as a reward or privilege, rather than a pleasure to be taken advantage of for one to relax and spend time with those they love. The reasons for the celebration vacation's emergence must be more than financial, especially since Disney's myriad of new guest/event specific services such as family portraits, personalized souvenirs, decorated or themed hotel rooms, private cruises, and in-park birthday parties are going to cost a hefty additional fee.

An interesting aspect of this campaign is its mentality that guests are only going to visit the park once. It has a "well-they're-only-gonna-come-here-once-so-lets-milk-them-for-all-they're-worth" philosophy behind it. All of these personalized, occasion-specific features are cool, but they do not encourage multiple visits. Attendance should be the biggest concern of a theme park ad campaign. That is exactly what Disney's current three-year long "Year of a Million Dreams" promotion encouraged by giving away many prizes every day. It was successful considering Disney park attendance has increased steadily each year since 2003. Comparing the success of these two campaigns will be interesting when it is all said and done.

In comparison to other theme parks' new campaigns, Disney is definitely weak. Six Flags has chosen to hype up the 2009 season with a series of announcements regarding new attractions in all of their parks such as the Buccaneer Battle, an interactive water ride, at Six Flags Great America and the Glow in the Park parade at Six Flags Over Texas. Disney's only major new attraction for 2009 is The American Idol Experience at Disney's Hollywood Studios park in Orlando. It is not exactly the broad appeal attraction that will bring in the crowds. Where are the new rides? Rides and attractions are the core of the theme park industry. I know those are what keep me coming back. Disney seems to be neglecting this important park aspect. Granted, the innovative Toy Story Mania attraction opened this summer in both Anaheim and Orlando, but that was 2008's major draw. New ride hype should not be underestimated. Disney has always been more than just an amusement park, and these new custom services are a great addition, but making them the focus of their entire promotional campaign is underwhelming, especially with the build up of the mysterious New York announcement.

The most disappointing aspect of this campaign for many Disney fans, including myself, is passionately expressed by John Frost on The Disney Blog, a blog maintained by and for Disney fans. The source of this disappointment is the fact that Disney used to have fun promotions that tied the films, parks, and parades together. True cross-marketing experiences with exciting and inspirational themes and taglines. Instead of an incendiary "Where the Adventure Begins!" we are asked a question "What Will You Celebrate?" The most disturbing thing, Frost writes, is that "Disney is equating themselves with the local Chuck-e-Cheese. Little Johnny’s having his Birthday? Where do we want to celebrate? How about Chuck-e-Cheese? Or maybe Disneyland?...Disney isn’t in the same category as local options, and they shouldn’t act like it either." Whether it is because of the recent Disney film releases, a lack of communication between the films and parks divisions, or for some other reason, one of Disney's biggest draws has ceased to exist. These promotions were a huge part of the Disney magic. 1994's "The Lion King Celebration" (promotional image pictured, left) is a perfect example of these exciting campaigns. It featured an extravagant and technologically astounding parade that brought the film to life in the park. The Lion King became more than just a movie. An innovative and seamless integration of films, music, shows, characters, stories, and attractions in to one experience of perfect synergy is what has raised Disney to its status as the number one name in theme parks, vacations, and family entertainment.

The "What Will You Celebrate?" campaign undermines the fact that Disney is larger than life. It is more than just a place to go for a party. The real draw of a Disney park on a psychological level, is that it creates an illusion of escape from ordinary life, it is a fantasy world designed to let the visitor forget everything else and just enjoy. This promotion breaks the magic barrier and brings Disney out of its fantasy world and into our everyday world. That is not what Disney should be about. Needless to say, I feel that returning to promotions like those of the 80's and 90's, along with some great new shows and rides, would be a more effective marketing campaign for keeping guests coming back again and again.

Disney has not been reaching its full potential as of late and the fans' nostalgia for a more exciting time is catching up to them. The "What Will You Celebrate?" campaign is not a step in the right direction, but it will be interesting to see what kind of crowd it draws in next year. Free birthday admission is definitely going to be a big factor. If the "celebration vacation" trend continues Six Flags and Universal may not be far behind in offering custom services too, but let us hope they can come up with more-than-lackluster promotions in the future and remember that great attractions are what bring guests back. The theme park and vacation industries are constantly evolving, who knows what ideas will roll out next. Only time will tell.