Diving into the TEA/ AECOM Theme Index: What can a decade of industry evolution tell us about the future? by Joe Kleiman, IPM News Editor
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he Themed Entertainment Association and AECOM have jointly published the 14th edition of the TEA/AECOM Theme Index and Museum Index, showing global attendance trends for calendar year 2019 in the world’s top theme parks, waterparks, and museums. InPark dives into a decade’s worth of the report (2009-2019) to find patterns that point to future trends.
Regional and destination parks have always taken cues from one another. And in downturns and crises, industries learn, then apply the lessons to benefit in the recovery. Between 2009 and 2019, we saw destination parks work to get closer to local audiences, and regional parks adopt season extensions, resort models and multiple gates. Around the world, regional parks that previously were open only during peak summer season have been extending their operating calendars with seasonal events such as Halloween and the winter holidays, often adding significantly to yearly attendance totals.
Shared strategies between destination and regional parks The year 2009 was the final year of the three-year Great Recession, marked by a real estate bubble burst and global economic crisis. During this period, people vacationed closer to home. As the 2009 TEA/AECOM report pointed out, lower-cost regional parks and attractions, including museums and zoos, tend to fare better as discretionary spending declines during tighter economic periods. During the Great Recession, travel destinations felt the pinch and worked to cultivate their regional markets. As stated in the 2009 TEA/AECOM Theme Index: “Destination parks rely on a combination of tourists and locals, but in 2009 had fewer of the former coming through the turnstiles: total visitation to Orlando in 2009, for instance, was down 9 percent. Destination parks endeavored to offset the lower levels of tourism by encouraging regional attendance and repeat visits through special programs, passes and discounts.”
In the 2019 Theme Index, every one of the top 25 theme parks worldwide - whether traditionally considered destination or regional - featured at least one attached hotel. With hotels being built at regional parks, what once was considered a singleday outing now becomes a multi-day visit. The desire to keep guests on property has resulted in parks transitioning into fully integrated resorts, with the addition of retail and dining districts, sporting facilities, waterparks, and, in some instances, additional theme parks.
A new era of branded and IP-based attractions Throughout the Great Recession, Universal Parks and Resorts continued construction on what became a major game-changer for the industry. Originally scheduled for 2009 and finally opened in 2010, the Wizarding World of Harry Potter at Universal’s Islands of Adventure heralded the beginning of an emphasis on new themed lands and attractions centered around existing and custom brands. The use of brands and IP in themed entertainment has attained new levels on both regional and destination platforms around the world. Disney’s Cars Land, Pandora, and Star Wars: Galaxy’s Edge, along with global expansions of Universal’s Wizarding World of Harry Potter, were joined by SeaWorld’s Antarctica, Six Flags’ Justice League, and new parks in Dubai with lands themed to a variety of licensed studio franchises.
The 2019 TEA/AECOM Theme Index cover. Photo courtesy Disney
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