Transcript Disneyland Paris
Best In France
Christie MAIN Jichun MAO Guillermo MONTERO A.
Yuka HATA
Walt Disney Company
Theme Park Openings 1955 - Disneyland in Anaheim, California 1971 – Disneyworld in Orlando, Florida 1983 - Disneyland Tokyo 1992 - Eurodisney Paris 2002 – Walt Disney Studios Park, Paris
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Walt Disney Company
Percentage Ownership of Theme Parks L.A.
Florida Tokyo 100% 100%
License Agreement Only Paris 39%
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Euro Disney
Euro Disney S.A. Indirect 99% owned subsidiary of The Walt Disney Company Operations Euro Disney SCA EDL Hotels SCA ED Resorts SCA ED Resorts Services SCA Euro Disney S.C.A.
Supervisory board Oversees Management
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Euro Disney S.A.
Disneyland Resort Paris Disneyland Park Walt Disney Studios Park 1943 hectares of undeveloped land Master Plan for development of Eastern Paris
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Financial Key Figures
Revenues 1005.2
1076.0
959.2
00 01 02
(Euros in millions)
38.7
Net Profit/Loss 30.5
00 01 -33.1
02
(Euros in millions)
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Financial Key Figures 2
Breakdown of Revenues by Activities – Disneyland Paris 10% 3% 49% 38% THEME PARKS OTHER REVENUE HOTELS AND DISNEY VILLAGE REAL ESTATE
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Why Europe?
Success of existing parks in North America and Asia High percentage of European visitors in Anaheim and Orlando Two potential locations studied: Barcelona Paris
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Why Paris?
Number one tourist destination in Europe Government offered a great deal Government wanted to expand Paris to the east Use Disney as anchor Favorable price tag for property and loans Favorable tax regime and financial incentives Good potential transportation infrastructure Highway TGV RER
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Product
Family entertainment destination Theme Park Resort Master Plan 30 year plan signed with French government in 1987 Development of major tourist destination and center of economic activity for East Paris Includes theme park, real estate development, hotels, golf course.
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Adaptation to Product
Necessity to continually add new attractions to encourage revisit Walt Disney Studio Park added in 2002 Attractions in French and English Newest attractions in German, Italian, Dutch, and Spanish.
Grooming Guidelines No showy jewelry, conservative hairstyle, no sideburns Food Habits Assumed French wanted long leisurely lunches French actually prefer fast food Public Transportation Closing time adjusted to 11pm to match RER closing times.
Alcohol served in park First and only park to serve alcohol in Magic Kingdom.
Assumed Europeans were used to weather Ended up covering queue, terraces, restaurants
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Key Constraints
European mindset Prefer educational activities for children Idea of theme park vacation is new Competition Abundance of short holiday destinations Other theme parks (Actually help rather than hurt Disneyland, by perpetuating the idea of a theme park vacation) Huge capital investment The heavy pressure of payback Company is profitable (EBITDA), but operates under huge debt ceiling Unpleasant weather Hours of sunshine in Florida/California (?) Long and cold winter
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Clientele
Target Europeans living within a 2-hour plane ride of Paris Majority unfamiliar with theme parks at time of park opening
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Company Values
“ Cast Member as guest visits ” satisfaction Work experience should be as pleasurable Personal and professional growth Community relations/volunteerism Environmental responsibility Exceptional customer service
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Company Values
Disney has an aggressively friendly culture Clashes with French culture Not used to good service
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Challenges
American customer service style disarming to French/Europeans guests Unnatural for French employees Necessity for multiple language proficiency French aversion to conformity Disney’s “clean cut” policy requiring short hair, no earrings, etc.
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Adaptation of HR (1)
Recruitment Selection extremely important Key to maintaining Disney experience Challenges Not an “ Employer of Choice ” Relatively far from Paris High turnover Multiple language requirement
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Adaptation to HR (2)
Orientation Less knowledgeable about Disney Europeans do not grow up with Disney like Americans Educate employees on the history of Disney and their parks Instill an appreciation of Disney tradition Ongoing Motivational activities Focus on employment experience Try to make work as much fun as visiting the park Exceptional benefits package
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Key Benefits
Employment 20,000 direct employees 50,000 employed because of Disneyland Paris ’ presence Economics Huge contribution to the development of East Paris Disney brand extension European idea of Disney no longer limited to movies and Mickey Mouse.
Most visited attraction in France.
Europe ’ s leading tourist destination (Annual report 2002) Theme parks are a growth business in Europe
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We would like to thank…
Greg Morley Director Human Resources Paul Osterhout Executive Producer, Vice President
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