Amusement Park Foodservice Trends in the U.S.
Beverages - Entertainment - General Entertainment
Beverages - Entertainment - Theme Parks
Amusement Park Foodservice Trends in the U.S.
Packaged Facts4/1/2012
Abstract:
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 tomorrows amusement park foodservice strategies.
The key to growing amusement park foodservice revenue comes down to matching an amusement parks 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 connectionand 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, Kings Island, Cedar Point, Six Flags, and Knotts 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.
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 & 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 & 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 & Inflation Forecast, 2012, 2013, 2014 & Longer Term
Consumer confidence showing signs of mending
Graph 3-2: Unemployment Rate, Savings Rate & 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 & 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 youre looking to eat healthy, go somewhere else
Pack a lunch
Is that the dietician crying?
Noahs 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 simpleand 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 & 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 & 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
Knotts Berry Farm
Table 5-16: Knotts 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 & Disneyworld
Table 6-2: Disneyland & Disneyworld Visitors: Restaurant Usage and Frequency of Use,
by Restaurant Type, 2011
Universal Studios & Islands of Adventure
Table 6-3: Universal Studios & Islands of Adventure Visitors:
Restaurant Usage and Frequency of Use, by Restaurant Type, 2011
Busch Gardens & SeaWorld
Table 6-4: Busch Gardens & 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 & Travel Analysis
The amusement park visit: Companion & 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 & Lodging Choice, 2011
Age analysis
Table 7-2: Theme Park Visitors: Party Size, Family Members Present, Children Present,
Distance Travelled, Travel Method & 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 & 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 & 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 & Drink, 2011
Age analysis
Table 8-2: Theme Park Visitors: BYO Food & Drink, by Age, 2011
HH income analysis
Table 8-3: Theme Park Visitors: BYO Food & Drink, by HH Income, 2011
Parents who bring their children
Table 8-4: Theme Park Visitors: BYO Food & Drink, Parents Bringing Children, 2011
Miles travelled
Table 8-5: Theme Park Visitors: BYO Food & Drink, by Miles Travelled to Park, 2011
The amusement park visit: ticket, food, beverage, souvenir & parking spend
Food and beverage spend is part of the visit
Table 8-6: Theme Park Spending Analysis: Admission Ticket, Souvenirs, Food, Beverages
& Parking, 2011
Spending by HH income
Table 8-7: Theme Park Spending Analysis:
Admission Ticket, Souvenirs, Food, Beverages & Parking, 2011
Spending by age
Table 8-8: Theme Park Spending Analysis:
Admission Ticket, Souvenirs, Food, Beverages & 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
& Parking, Parents Bringing Children, 2011
Spending by repeat visitors
Table 8-10: Repeat Visitor Theme Park Spending Analysis: Admission Ticket,
Souvenirs, Food, Beverages & Parking, 2011
Chapter 9: Amusement Park Operator Foodservice Analyses
Cedar Fair, L.P.
Target audience
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
Knotts Berry Farm: summary of operations
Hotel facilities
Area competition
Knotts 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 & 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: Universals 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 & Wine Festival
Disneys Hollywood Studios
Hollywood Studios foodservice: functional and fun
Disneys 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 Café
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 foodservicea taste of California
Branded signage eschewed
Downtown Disney foodservice
Drawing visitors on its retail, dining and entertainment strengths
Easy access for locals
California Food & 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
