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Theme Park

In: Business and Management

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Appendix 1

Case study: Shanghai Disney Resort
Joint ventured by Walt Disney Parks and Resorts and the Shanghai Government, the Shanghai Disney Resort has been started since 2009. The entire project is divided into two phases. The first phase is scheduled to be completed in December 2014. It includes a Magic Kingdom-style park, Shanghai Disneyland Park, and two themed hotels. The two phases cover a total of 963 acres of land, more than three times the size of the Hongkong Disneyland. The budget of the project amounts to US$ 4.5 billion.

The Resort is built in a style similar to other Disney Resorts around the world. At the same time, special fascinations are designed to attract Chinese guests. Distinctive performance will be organised in particular Chinese festivals.

After completion of the first phase, the Resort is expected to serve 12 million guests during the first six months. As expected, the guests will be local citizens and residents in the neighbouring provinces.

Gradually, the Resort plans to attract customers from the entire nation, as well as tourists from countries in the vicinity, such as South Korea, Singapore, Malaysia and Taiwan. The management budgets at 40 million guests per year, until the completion of the second phase.

The management anticipates a similar customer profile in the target market segment. That is, families with young children are the primary targets. Secondarily, the Resort aims at young couples, tourists, and youth groups.

Although the disposable income per capita is relatively low in China, the management is confident about the consumer spending power in the Resort. The blooming economic outlook and one-child policy are favourable to the operations of this type of business.

The Three Projects
The first phase of the Shanghai Disney Resort is scheduled to be completed at the end of 2014. The

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