Thanks to improving attendance and in-park spending, U.S. amusement park foodservice sales have surpassed prerecession levels, and Packaged Facts’ Amusement Park Foodservice Trends in the U.S. forecasts continued growth through 2014. Make no mistake: food and beverage sales at amusement parks are big business, whether the parks are large or small; national, regional or local; sedate or thrilling; driven by teens, families, or a combination of both. Entertainment district growth, national restaurant brand opportunities, the need for healthier fare, and evolving promotional activity are each helping to shape tomorrow’s amusement park foodservice strategies.



The key to growing amusement park foodservice revenue comes down to matching an amusement park’s unique attributes to guests’ foodservice habits and preferences. This report thoroughly analyzes guest demographics, park visitation behavior, and attendance trends industry participants need to make this connection—and to frame foodservice within the context of the amusement park industry. The report provides the following:

  • Assessment of trends affecting food service in amusement parks, including ticket pricing trends; meal promotions; food healthfulness; popular amusement park foods; quick-service and portability rationales; price promotions; entertainment districts; and branded food options.




  • Analysis of industry amusement park industry attendance trends by demographic (including destination park and regional park categories) and by state of residence and park proximity.




  • Trended demographic analysis of major amusement parks, including each Disneyland and Disneyworld park, each Universal park, Busch Gardens Florida, Seaworld, King’s Island, Cedar Point, Six Flags, and Knott’s Berry Farm.




  • Comparison of snack and beverage, limited-service and full-service restaurant usage among amusement park visitors to the general adult population.




  • Based on proprietary Packaged Facts data, analysis of amusement park visitors’ “last visit” to an amusement park: their choice of companions, the distance they travelled to the park, their mode of transportation, and their decision to use lodging; BYO food and beverage usage; and ticket, food, beverage, souvenir & parking spending.




  • Market size and forecast for amusement park foodservice revenue for 2007-2014.




  • Analysis of the impact of macro-economic drivers shaping amusement park foodservice, including an economic forecast through 2014; consumer confidence and unemployment; consumer spending trends and recreation spending trends; travel and leisure spending trends; hotel travel trends; and amusement park attendance trends.


The report also analyses major amusement park operators’ foodservice platforms, park by park, including those of Cedar Fair, L.P., Six Flags Entertainment Corporation, Universal Parks & Resorts, and the Walt Disney Company.

Table Of Contents

Chapter 1: Executive Summary

Scope and Methodology

Scope of coverage

Methodology

Consumer survey methodology

Market size and forecast

Other sources

Restaurant categories

Limited-service restaurant definitions

Full-service restaurant definitions

Other definitions

Amusement Park Foodservice Market Size and Forecast

Amusement Park Foodservice Revenue Drivers

Insight Capsule

Amusement Park Menu and Food Trends

Insight Capsule

Amusement Park Attendance Trends: Demographic Analysis

Insight Capsule

Fast Facts

Amusement Park Visitor Restaurant Usage

Insight Capsule

The Amusement Park Visit: Companion and Travel Analysis

Insight Capsule

The Amusement Park Visit: BYO and Park Spending Analysis

Insight capsule

Amusement Park Operator Foodservice Analyses




Chapter 2: Amusement Park Foodservice Market Size and Forecast

Market size and forecast summary

Attendance on the upswing

For amusement parks, food is big business

Walt Disney foodservice revenue higher than next four amusement park operators combined

Table 2-1: Foodservice Revenue, Top Five Amusement Park Operators, 2011

Market size estimate

Graph 2-1: Amusement Park Foodservice Revenue, 2007-2014




Chapter 3: Amusement Park Foodservice Revenue Drivers

Overview

Economic forecast through 2014

GDP: A long time getting back, but finally passes pre-recession levels

Forecast factors

On a positive note

On a negative note

The projections

Graph 3-1: Unemployment, GDP and Inflation Forecast, 2012, 2013, 2014 and Longer Term

Consumer confidence showing signs of mending

Graph 3-2: Unemployment Rate, Savings Rate and Consumer Confidence, 2007-2012

Unemployment remains high but is tapering downward

Demographic analysis

Amusement park foodservice consequences

Promotional activity should continue

Graph 3-3: Monthly Unemployment Trends, Younger Age Groups, by Demographic: 2007-2012

Graph 3-4: Personal Income and Spending Trends, 2007-2011

Spending on recreational services outpaces overall consumer spending

Graph 3-5: Personal Spending on Recreational Services, 2007-2011

Travel and tourism spending

Tourism spending

Travel spending and volume to moderate in 2012 and beyond

Government forecast calls for even higher growth international travel to U.S.

Table 3-1: U.S. Travel Historical Expenditures and Forecast, 2007-2014

Hotel travel trends

Destination resort relevance

Table 3-2: Hotel/Lodging Use by Miles Travelled to Amusement Park, 2011

Amusement parks as hotel operators

Hotel industry upswing

Table 3-3: Monthly Hotel Room Occupancy Rates and Revenue by Quarter, 2009-2011

Positive forecast

Table 3-4: U.S. Monthly Hotel Room Occupancy and Rate Outlook, 2012-13

Attendance passes pre-recession levels

Table 3-5: Theme Park Attendance, Top 20 Theme Parks, 2007-2010

Theme park operator attendance trends

Table 3-6: Theme Park Attendance: Top 20 Theme Parks by Theme Park Owner, 2007-2010




Chapter 4: Amusement Park Menu and Food Trends

Overview

Ticket pricing trends

Price hikes

Incenting longer stays to trigger additional in-park spending

Busch Entertainment

Walt Disney World

Universal Hollywood

Six Flags’ multi-year approach to improving ticket yield

Meal promotions

Six Flags

Universal Studios Orlando

Busch Gardens’ all-day dining deal

If you’re looking to eat healthy, go somewhere else

Pack a lunch

Is that the dietician crying?

Noah’s Ark: deep-fried foods are a mainstay

Deep-fried Twinkies and Oreos

Healthy foods are offered

Amusement park staples

Ice cream

Finger foods

Pizza

Rules to live by

Keep it simple—and prepare it quickly

Make it portable

Tried and true favorites

Food relevance

Epcot foodservice at center stage

Walt Disney World Swan and the Walt Disney World Dolphin

Universal Orlando

Price sensitivity means enhancing food value

Kalahari Resort responds with combo meals

Water World mixes combo meal with ample signage

Splish Splash offers size variations

Water Park of America offers build-your-own options and mini-sizing

Entertainment districts

California Marketplace

CityWalk Orlando

Downtown Disney

Branded food options

In the park, Disney pulls Houdini on national brands

But food retail brands are prominently displayed




Chapter 5: Amusement Park Attendance Trends: Demographic Analysis

Demographic analysis: Amusement park attendance trends

Amusement park attendance on the upswing

Led by racial/ethnic minority groups and lower- and upper-income consumers

Table 5-1: Amusement Park Visitation Trends: Key Demographics, 2008-11

Destination and regional amusement park attendance trends

Slight shift to regional parks and away from destination parks

Demographic analysis: Destination park attendance trends

Table 5-2: Destination Amusement Park Visitation Trends: Key Demographics, 2008-11

Demographic analysis: Regional park attendance trends

Table 5-3: Regional Amusement Park Visitation Trends: Key Demographics, 2008-11

Demographic analysis: Visitor geographic distribution analysis: California parks

Table 5-4: Major California Amusement Parks, Visitor Geographic Distribution Analysis, 2011

Table 5-5: Major Florida Amusement Parks, Visitor Geographic Distribution Analysis, 2011

Table 5-6: Major Ohio Amusement Parks: Visitor Geographic Distribution Analysis, 2011

Demographic analysis: Attendance trends at major amusement parks

Disneyland

Table 5-7: Disneyland Visitation Trends: Key Demographics, 2008-11

Disneyworld: Animal Kingdom

Table 5-8: Disneyworld Animal Kingdom Visitation Trends: Key Demographics, 2008-11

Disneyworld: Epcot Center

Table 5-9: Disneyworld Epcot Center Visitation Trends: Key Demographics, 2008-11

Disneyworld: Magic Kingdom

Table 5-10: Disneyworld Magic Kingdom Visitation Trends: Key Demographics, 2008-11

Universal Studios Hollywood

Table 5-11: Universal Studios Hollywood Visitation Trends: Key Demographics, 2008-11

Universal Studios Orlando

Table 5-12: Universal Studios Orlando Visitation Trends: Key Demographics, 2008-11

Universal Studios Islands of Adventure

Table 5-13: Universal Studios Islands of Adventure

Visitation Trends: Key Demographics, 2008-11

Busch Gardens, Tampa

Table 5-14: Busch Gardens (Tampa) Visitation Trends: Key Demographics, 2008-11

SeaWorld

Table 5-15: SeaWorld Visitation Trends: Key Demographics, 2008-11

Knott’s Berry Farm

Table 5-16: Knott’s Berry Farm Visitation Trends: Key Demographics, 2008-11

Six Flags

Table 5-17: Six Flags Visitation Trends: Key Demographics, 2008-11




Chapter 6: Amusement Park Visitor Restaurant Usage

Demographic analysis: restaurant usage among amusement park visitors

Serve up the restaurant fare

Table 6-1: Theme Park Visitors: Restaurant Usage and Frequency of Use,

by Restaurant Type, 2011

Disneyland and Disneyworld

Table 6-2: Disneyland and Disneyworld Visitors: Restaurant Usage and Frequency of Use,

by Restaurant Type, 2011

Universal Studios and Islands of Adventure

Table 6-3: Universal Studios and Islands of Adventure Visitors:

Restaurant Usage and Frequency of Use, by Restaurant Type, 2011

Busch Gardens and SeaWorld

Table 6-4: Busch Gardens and SeaWorld:

Restaurant Usage and Frequency of Use, by Restaurant Type, 2011

Regional theme parks

Table 6-5: Regional Theme Park Visitors: Restaurant Usage and Frequency of Use, by Restaurant Type, 2011




Chapter 7: The Amusement Park Visit: Companion and Travel Analysis

The amusement park visit: Companion and travel analysis

Not a solitary endeavor

What it means for amusement park foodservice

Family companionship

What it means for amusement park foodservice

Bring the kids is the norm

What it means for amusement park foodservice

A local endeavor

What it means for amusement park foodservice

Load up the car

What it means for amusement park foodservice

Table 7-1: Amusement Park Visitors: Companion Analysis, Distance Travelled, Transportation Choice and Lodging Choice, 2011

Age analysis

Table 7-2: Theme Park Visitors: Party Size, Family Members Present, Children Present,

Distance Travelled, Travel Method and Lodging Choice, by Age, 2011

HH income analysis

Table 7-3: Theme Park Visitors: Party Size, Family Members Present, Children Present,

Distance Travelled, Travel Method and Lodging Choice, by HH Income, 2011

Race/ethnicity analysis

Table 7-4: Theme Park Visitors: Party Size, Family Members Present, Children Present,

Distance Travelled, Travel Method and Lodging Choice, by Race/Ethnicity, 2011




Chapter 8: The Amusement Park Visit: BYO and Park Spending Analysis

The amusement park visit: BYO food and beverage

BYO usage a strong competitor to in-park foodservice

Table 8-1: Theme Park Visitors: BYO Food and Drink, 2011

Age analysis

Table 8-2: Theme Park Visitors: BYO Food and Drink, by Age, 2011

HH income analysis

Table 8-3: Theme Park Visitors: BYO Food and Drink, by HH Income, 2011

Parents who bring their children

Table 8-4: Theme Park Visitors: BYO Food and Drink, Parents Bringing Children, 2011

Miles travelled

Table 8-5: Theme Park Visitors: BYO Food and Drink, by Miles Travelled to Park, 2011

The amusement park visit: ticket, food, beverage, souvenir and parking spend

Food and beverage spend is part of the visit

Table 8-6: Theme Park Spending Analysis: Admission Ticket, Souvenirs, Food, Beverages

and Parking, 2011

Spending by HH income

Table 8-7: Theme Park Spending Analysis:

Admission Ticket, Souvenirs, Food, Beverages and Parking, 2011

Spending by age

Table 8-8: Theme Park Spending Analysis:

Admission Ticket, Souvenirs, Food, Beverages and Parking, 2011

Spending by parents who bring their children

Kids’ influence

Pester power

Table 8-9: Theme Park Spending Analysis: Admission Ticket, Souvenirs, Food, Beverages

and Parking, Parents Bringing Children, 2011

Spending by repeat visitors

Table 8-10: Repeat Visitor Theme Park Spending Analysis: Admission Ticket,

Souvenirs, Food, Beverages and Parking, 2011

Cedar Fair, L.P.

Target audience




Chapter 9: Amusement Park Operator Foodservice Analyses

Hotel facilities

Marina

Cedar Point and Soak City: summary of operations

Hotel facilities

Marinas

Cedar Point and Soak City: foodservice

Branded chain presence

Limited-service variety

Full-service in the minority

BYO limitations

Knott’s Berry Farm: summary of operations

Hotel facilities

Area competition

Knott’s Berry Farm: foodservice

California Marketplace

Weddings encouraged

Out-of-park competition

Other attractions

Sales performance

2009

2010

2011

Table 9-1: Cedar Fair, L.P., Key Metrics, 2007-11

Six Flags Entertainment Corporation

A coaster leader

Cartoon characters provide differentiation

Regional draw among families, adults and teens

Table 9-2: Six Flags Entertainment Corporation, Demographics, 2010

Positive and improving guest satisfaction

Table 9-3: Six Flags Entertainment Corporation, Guest Satisfaction, 2006-2010

The parks

Table 9-4: Six Flags Entertainment Corporation, Park Profiles

Marketing and promotion

Honing the strategy

Group sales

Season passes

Ticketing discounts and promotions

A multi-year approach to improving ticket yield

Foodservice

In-park sales a significant revenue driver

Foodservice drives in-park sales

Six Flags Great Adventure - Food Offerings

On-the-go food offerings predominate

A smattering of sit-down choices

Discounting in the mix

BYO limitations

Six Flags Great America - Food Offerings

Candy, candy, candy

Meal discounting and promotions

Sales performance

2009

2010

2011

Table 9-5: Six Flags Entertainment Corporation, Key Metrics, 2008-11

Universal Parks and Resorts

Universal Orlando

The Wizarding World of Harry Potter sends attendance skyrocketing

On-site Hotel overview

Hotel dining options

Healthier eating

Promotions

Wedding and reception packages

Ticket food promotions

Theme Park Dining: Universal Studios Florida

Quick-service

Full-service

Theme Park Dining: Universal’s Islands of Adventure

Quick service

Full service

Dining at CityWalk Orlando

Universal Studios Hollywood

Wizarding World of Harry Potter coming to Los Angeles

Ticket food promotions

Theme Park Dining: Universal Studios Hollywood

Restaurant chains welcome

Local draw

Food centric

Sales performance

2011

Table 9-6: NBCUniversal Theme Parks, Key Metrics, 2010-11

The Walt Disney Company

Parks and Resorts

Walt Disney World Resort

Magic Kingdom

Epcot

Epcot foodservice at center stage

Epcot's answer to authentic Italian cuisine

Epcot International Food and Wine Festival

Disney’s Hollywood Studios

Hollywood Studios foodservice: functional and fun

Disney’s Animal Kingdom

Animal Kingdom foodservice: food incorporated into theme

Downtown Disney Area

Downtown Disney Area foodservice

T-Rex theme park restaurant

Hotels and resorts

Walt Disney World Swan and Dolphin

Disneyworld chain branding

Pollo Campero branding initiative

Rainforest Cafe

Walt DisneyWorld Passholder Program

Disneyland Resort

Disneyland

Disneyland foodservice

Name restaurant brands disappear

But food retail brands are prominently displayed

Disney California Adventure

Disney California Adventure foodservice—a taste of California

Branded signage eschewed

Downtown Disney foodservice

Drawing visitors on its retail, dining and entertainment strengths

Easy access for locals

California Food and Wine Festival

Hotels and resorts

Disneyland hotels and resort foodservice

New resort set to open in 2013

Table 9-7: Walt Disney Parks and Resorts Business Unit Summary

Sales performance

2010

2011

Fiscal Q1 2012

Table 9-8: The Walt Disney Company, Selected Metrics, 2008-11

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