Recession Dissection: Disney Discounts, Hard Rock Hawked

In previous posts I have touched upon the failing economy's negative effects on the theme park world, today I want to delve into this issue more in depth and explore exactly how parks across the country are being affected and responding to this recession. It is no secret, people are spending less today than they were a year ago, especially on unnecessary bonus commodities. According to NPD Group's latest Consumer Spending Indicator report, "In October, consumers said they were most likely to cut back on dining out (with 57% saying they planned to spend less), followed by apparel at 54% and entertainment at 50%." That includes theme park admission, souvenirs, and dining. Disney, Universal, and SeaWorld are all reporting lower profits this quarter. Although this is affecting the entire industry, it is the non-Disneys and Universals that are in the most trouble. Many parks are putting their plans on hold or shutting down entirely. Tennessee's Dollywood has delayed it's latest projects until 2010. Florida's famous Cypress Gardens is removing their rides and zoo animals. If you have a couple thousand bucks to spare you can purchase their attractions online (Starliner Woodie for sale, pictured, left). Branson's Celebration City is among the handful of parks that have been forced to shut down. Most depressing of all is that Hard Rock Park, the only major American theme park to open in the last decade, which filed for bankruptcy back in September, is up for sale six months after it's debut. With the future of theme parks everywhere on the line, I have commented on two excellent blogs regarding theme parks' responses to the current economic climate. One on a major park and one on a minor park. The first post I commented on, "Chance to Purchase Disney Theme Park Merchandise at Discount May be Approaching," is about the Mouse's latest response to the entertainment spending recession. Following up on a previous post about Hard Rock Park misfortunes, my second comment is on the Coaster Critic's post, "Hard Rock Park for Sale, Future Uncertain." I have included my comments below as well as to the bloggers' posts.

"Chance to Purchase Disney Theme Park Merchandise at Discount May be Approaching"
Comment:
Thank you for your lively post about Disney's new discount merchandise test. There have really been some interesting new Disney developments in response to the country's economy as of late, starting with the "What Will You Celebrate?" campaign. Unfortunately, I cannot see this idea being very successful. For one, it appeals only to a limited group of big Disney spenders or collectors who will be purchasing these items whether they have a discount or not. It is just a little bonus for them. These are the people that Disney has chosen as the testees for this experiment, and beyond this group it will be far less popular. Even if guests are willing to spend five hundred dollars on merchandise, they will feel better about it if they spend a little at a time as opposed to one large sum for the credit. On the other hand, it is possible that consumers may react favorably because it could theoretically put an imaginary limit on their spending. They have a specific sum of money allotted for the vacation and their souvenir budget must fit within this frame. Personally, I think the way I would use the credit would be on the collectible Disney artwork that I so covet every visit. Those might not be included in the credit's usage policy though. The fact, however, is that I am a poor college student, and as much as I would love to buy hundreds of dollars worth of Disney merchandise credit, it is not going to happen. This promotion is not going to affect my Disney consumption in the slightest, perhaps something a little less high roller oriented such as meal coupons would be a more enticing deal to those on a smaller budget. It is interesting that you do point out that there are benefits to be found in this time of economic crisis, which is a point that is often forgotten. There are great deals everywhere, and if you are a die hard Disney collector, this is a dream come true. Discounted merchandise inside the park is a rare phenomenon, indeed. Should this offer open to all Disney visitors, in addition to the select group it is currently servicing, it will be interesting to follow it's success and see if Universal follows suit with a similar promotion.

"Hard Rock Park for Sale, Future Uncertain"
Comment:
Thank you for another interesting and timely post. Sadly, this is most unfortunate news. I have been looking forward to Hard Rock Park since it was announced and was unable to make it to Myrtle Beach from Los Angeles in the few months it was open. The current economic slump is really taking a toll on these smaller parks. With so many shutting down and plans being pushed back, I hope we have a financial turn around soon. Theme parks' futures are on the line, certainly Hard Rock's is. It would definitely be interesting to see if the park's success would have been different in more affluent times. Although, the management's marketing incompetence seems to have been a major factor in it's demise. I think Cedar Fair would be the best choice for a new owner. In my opinion, they really improved Knott's Berry Farm's management when they purchased it in 1997. Granted they got rid of a lot of classic attractions that gave Knott's it's nostalgic, old-school charm, but financially it has been successful. What do you think would be the best choice? From what I know about Hard Rock Park, it appears to have more than a few worthy rides, attractions, shows, and ideas to be given a fair chance.

It is interesting to see how different parks are affected by the unfavorable economic climate. Disney does not seem too worried, offering a few merchandise and hotel discounts, while other parks like Celebration City are closing the gates. Perhaps it is time for parks to lower admission costs. When was the last time that happened? In a depression environment, the movie industry thrives because it is still the cheapest form of entertainment outside of the house, despite the higher-than-ever ticket prices. In order for theme parks to compete with them, it only makes sense to lower admission prices, especially in California where Governor Schwarzenegger has proposed applying the sales and use tax rate to amusement parks and sporting events, which will raise park admission by seven to eight dollars. I might have to sacrifice TiVo or gasoline to get my theme park fix. These are trying times. The worst part, however, is that we cannot look forward to any new parks getting built in this kind of economy.

Cirque du Suck: No Country for New Age Acrobatics

In a previous post I commented on the bane of every theme park: bad parenting. This week I discuss the second worse unpleasantness invading parks across the world: Cirque du Soleil and its rip-off shows. Almost every major theme park I have been to in recent years contains its own shortened version of the New Age, techno music driven, costumed Euro-acrobat extravaganza. The latest of these artsy displays is A'Lure, The Call of the Ocean (pictured, left) which just opened at SeaWorld, Orlando. The appeal of thinly plotted, repetitious acrobatics is beyond me, yet for some reason these pretentiously French-titled shows span the country from Cirque de la Mer at SeaWorld, San Diego to DisneyWorld's La Nouba. Las Vegas has not surprisingly become the Mecca of Cirque shows and smaller amusement venues such as zoos have their own versions. When will there be a stop to the Cirques? Although my own contempt for these shows can be traced to a personal issue, the Cirque-style acrobat performances are over-saturating the already struggling theme park show market.

The first issue I want to address is the appeal of these shows. Why are they so popular? I surmise that theme park managers love them because they are safe in the sense that they have multi-cultural and multi-generational appeal. Anyone can be amazed by the feats of the human body because that is something every human shares. Prolific columnist Linda Sharp conjectures that in a more health-conscious, exercise-obsessed world, people are drawn to and inspired by the physically fit performers of Cirque du Soleil. "If you are ever in the market for a truly humbling experience in terms of what the human body is actually capable of, take in any performance of the Cirque du Soleil — Be it live or televised," Sharp advises, "those one hundred sit-ups and two miles on the treadmill won't seem like such an accomplishment anymore." The traditional theme park style musical show can alienate certain people with its musical style (showtune, rock 'n' roll, funk, etc.) or storyline (if there is one), but anyone can appreciate acrobatics without any previous pop culture knowledge. Cirque-style entertainment is just the latest trend of bland mass-appeal theme park fads such as stunt and extreme sports shows from the 1980's and 1990's. Yet there is an interesting paradox regarding Cirque du Soleil that should be noted: even though the white, middle-class has been a traditionally homophobic group as we have just seen in the current election, it is precisely the white, middle-class who have popularized Cirque-style acrobatics despite the blatant homosexual undertones (see pictures, above and below). The cheapest "obstructed view" ticket at Las Vegas's notoriously homoerotic, Zumanity, costs $69, yet the show's success, in addition to the success of all the other Cirque productions, suggests that America has wholly embraced evenings of perfectly toned bodies, tight spandex, garish face paint, flamboyant costumage, and man grappling. When did same-sex ballet become more popular than "76 Trombones?"

Although the mass adoration of Cirque du Soleil may be a paradox, my own feelings toward it most certainly are not. I will have to diverge from the theme park world for a moment to explain my distaste. The Cirque-style show has usurped the position of real circuses such as Ringling Bros. and Barnum & Bailey and commandeered the term "circus." Reviewers and publications talk about Cirque du Soleil as if it is a circus, it is not! Circuses take place under a big top and have a variety of acts taking place within one to three rings with American-style clowns, a ringmaster, popcorn, peanuts, cotton candy, some acrobatics, and most importantly animals. Cirque du Soleil is a major contributor to the disappearance of the traditional circus, something that is dear to my heart. Almost every year growing up my mom would take my sister and me to the San Diego Sports Arena to see Ringling Bros. and Barnum and Bailey Circus, "The Greatest Show On Earth." I have many fond memories of this incredibly fun and entertaining event, but I could not say when the last time I went to the circus was. Of course, the other major contributor to the decline of the traditional circus is PETA and the animal rights activists who think the only place for an animal to be is in the wild. It is true that Ringling Bros. has a history of animal abuse, and that definitely needs to stop, but overall they treat their animals with care and respect and even run a conservation center for elephants. The point I want to make here is that I cannot stand Cirque du Soleil because to me it represents the loss of the traditional circus.

Theme park show fads like Cirque-style acrobatics can be entertaining at first, but they have been around for a good ten years now and I have seen the same boring formula repeated over and over again. It is time to find something new. Cirque du Soleil can have its own theatrical venues where I never have to see them, but they need to get out of my beloved theme parks. They are preventing the development of fresh ideas and filling the venue space of better traditional performances. Hopefully, the scathing reviews for the latest Cirque du Soleil abomination, Criss Angel: BiLIEve, which opened on Halloween, are a sign of the demise of the New Age acrobatics tyranny. On the other hand, the struggling economy has severely decreased Broadway ticket sales, which cannot be a good sign for theater in general. An even worse thought than Cirque show saturated theme parks, is a world with no shows at all, and that is a very sad thought indeed. Theatrical entertainment is just as important to the theme park experience as rides, so come on parks! Get out of this boring slump and entertain me with a show!