Disneyland Forward Moves Forward

WEBVTT

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In Tampa. This is Green Tag
Theme Park in thirty. I am Philip

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and I'm joined as always by my
co host Scott Swinson of Scott Swinson Creative

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Development. And on Green Tag we
look at the top theme park news from

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each week and discuss kinda why it
matters to you and break it down.

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Last week we were at Transworld's Halloween
Attraction show, so there was some news

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that we missed because we were,
you know, eclipsed by the Halloween craziness,

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and we did our whole show dedicated
to that last week. So this

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week we're going to catch up a
little bit and I think one of the

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there's been Disney announcements that have come
out in the past two weeks, and

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we're gonna lump them all kind of
together into I think one story. And

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if I'm to break the story down
in essence, it is Bob Iger is

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facing a proxy battle on the board
with activist investor who is trying to replace

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the board, and as part of
his Bob's kind of like campaign to justify

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the direction that they are taking,
he has been going around and kind of

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reveal a little bit more about his
strategy and giving presentations and talking to a

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few groups, and from all of
these we see a clearer picture as to

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what he's trying to do here with
the company and specifically with the theme parks

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division. He's talked about other things
in these talks. We don't want to

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go into all of it, but
this theme park division specifically. Essentially,

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he's honing in on this concept that
there's so much expansion that they can do

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at all of their parks, and
that because the parks are so profitable that

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airgo, they can expand, and
that the company is actually in a great

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position. I mean, that's his
kind of his spin, right, is

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that look at all how profitable the
parks are, which is true, and

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there's expansion opportunities in all of our
parks, and if you multiply the expansion

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times to profit, then we have
so much untapped potential. And that is

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what I'm bringing to you. I
am bringing the development of untap potential.

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That's kind of I think the gist
of the theme park portion of his speech

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is anyway, And a big piece
of that, though, which I think

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he doesn't really mention, is that
not all the expansions are approved yet,

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although one is getting close, and
that one is Disneyland Forward, the Dizzeland

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Forward. That was a big news
that came out this past week is that

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the Anaheim Planning Commission voted five to
one this past week to recommend Disneyland Forward

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proposal to the Anaheim City Council,
And of course, the next and final

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step for that is to be approved
by the Anaheim City Council and they're going

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to vote on that next month.
So even though this seems to be a

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big portion of kind of Bob's strategy
for shareholders and whatnot, it still does

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need to be that final leg needs
to approve. But it would be almost

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a two billion dollar investment in that
area. And essentially what they're going to

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do is take the parking structures,
rezone that area so they can redevelop that

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land. Sorry, not parking structures, parking lots. Take the parking lots,

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rezone that area so they can redevelop
them into themed experiences. They will

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build an extra parking structure to make
up for the loss in parking, but

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essentially spanned the footprint of that area, and he already did tease Actually one

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of the things he brought up in
his one of his speeches to the Morgan

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Stanleing Technology Media and Telecom conference was
that Avatar, the Avatar area was going

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to be a whole land that will
come Today's land. He didn't explicitly say

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whether or not that's going to be
part of his Land Forward or not,

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but he didn't say like he did, just didn't say where it was going

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to be or he just said that
previously it was going to be an experience

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and clarify that it was going to
be a land. So I'm I'm making

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the assumption that's going to be part
of that expansion because I don't know where

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else they would put an extra land, like where you're gonna put an extra

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land, Bob, if you don't
get that, the anhid city councilors and

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provis I think that's the gist of
it. The only thing I was surprised

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at, just as a local,
I kind of was a little surprised at

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how quickly the Desland Forward thing was
moving because in the past it has not

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moved that fast. It has faced
a lot of criticism. And actually I

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talked to a few my friends that
are in the area and they also cover

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this, and I think the theory
we're settling on is that actually the pandemic

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helped in this regard because the after
the pandemic, you know, Anaheim realized

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how much Disney actually means to the
local economy, and so now they are

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a little bit more willing to compromise
than they were in you know, twenty

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nineteen, in the previous times where
the expansion suggestions have have failed. So

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I actually think this has a good
chance of going forward to become Disney headed

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forward at start development. So yeah, that's done. And I don't think,

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yeah, Scott Tumlich that Yeah,
I don't know. I don't know

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how Anaheim specifically works, but generally
speaking, if a good sort of planning

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council or planning committee, planning commission
recommends something to before the city council,

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ninety percent of the time it goes
through. At least that's been my experience

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in other locations. The other thing
that I think is important to rerect nice

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years, I think you're absolutely right. I was. For those of you

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who are just listening, you probably
heard my head rattle as I was nodding

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intently when Philip was saying that this
actually is the it could be considered a

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positive fallout of COVID is to recognize
Wait a minute, we do need we

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do need Disney, and we need
to make up for the loss that that

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Disneyland and California Adventure and that Disney
Resort area brings to Anaheim. You know,

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I think, I think when you
have a park that has been there

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for so long and it has in
essence grown up with the neighborhood, so

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to speak, I don't think people
get a full understanding. I mean they

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think they do, but they don't
get a real full understanding of how global

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that one little part is in their
neighborhood. That you know, those those

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few little blocks there. I'm oversimplifying, but I don't think they understand how

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important those are to bringing bringing in
not just not just a fun place to

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go on a Friday night, but
how much they bring in from tourism,

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how much they they bring attention to
the area, and how much they bring

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money into the area. You know, it's it's exactly what happened. It's

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exactly what happened in Florida. But
the difference is they had already seen the

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proof of concept in California and they
thought, well, we've got proof of

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concept. Now let's expand it.
Now, let's make it bigger. So

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you know, they bought up swampland
and farmland and and it came to a

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sleepy little part of Florida and made
it. You know, for a while,

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they're the number one destination in the
United States when it came to uh

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when it came to tourism. So
yeah, I think you're right. I

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think that they recognized, oh,
holy crap, we need to we need

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to be a little nicer, a
little nicer to the Disney Park because they're

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being really nice to us. I
also think it's interesting though, because they're

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not. The reason I think this
is going to go through quickly is because

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they're not looking to From from what
I saw on the maps, and I

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haven't looked at it in great detail, but the majority of the land they're

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talking about is not really taking over
new land. It's just rezoning existing land

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that you know, is sitting I
won't say dormant, but is not being

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utilized to its fullest potential. And
as a you know, I always try

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to put this in the in the
consumer's eze, I would actually prefer to

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have a parking garage because it means
I have to take either fewer shuttles or

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walk less. So I love parking
structures. I love them. What what

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what Disney has done in Florida with
with Disney Springs or Downtown Disney that area

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makes it so much more pleasant,
so much easier. What Universal Studios has

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done here in Florida with their parking
garages. Yes, there's still aways from

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the parks, but they take up
significantly a significantly smaller footprint and and seem

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to be far more efficient in that
route. So yeah, more more fun

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stuff to do, less flat pavement. Yeah, essentially, I think there

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is something I think, you know, to Bob's you know concept there obviously,

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I mean, right, he's not
you know well, yeah, I

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mean, let's let's build upon our
successes. Yeah, you know, you

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don't say, you know what we're
really we're really sucking wind in this area

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of the company. Let's invest tons
and tons of money there because we know

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it's not working. But you know, it's it's something that is well,

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I don't know how to put it, but you know, it's not I

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don't want to say it's an addily
American thing. I think that's not quite

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accurate. But I think that what
I'm trying to convey is that. You

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know, we have this weird thing
in America because because we are such a

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big country and there's so much dead
space that we kind of were like,

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especially in Florida, we're like,
well, just build a new thing.

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And you're like, are you gonna
demolish that old thing? No, no,

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we'll just leave it there. We'll
just build a new flat thing,

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you know, right next to it. And you're like, well, that

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seems like a waste of space,
and they're like, oh, we have

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extra space. So it's really that's
a weird thing. But in other areas,

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you know, the whole concept of
building vertical is just more efficient.

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Building vertical is just it's a thing. Even look at Magic Kingdom with the

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tunnels, right, I mean that
whole tunnel system. I mean, like

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and other places. You know,
there's there was a story about the place

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in Scottsdale, Arizona, and the
new area where the Matel Park is,

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and how the Amptheater they're doing a
whole tunnel system underneath it to service it,

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you know, and they took the
concept from Disney World. I mean,

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yes, but like if you looked
in Asia as well, the vertical

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thing is everywhere there. You know, just a denser area. So I

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think I completely agree. I just
think it's you know, typically in you

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know, some of the American areas
is just too cost prohibitive to go vertical

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because it's just cheaper because there's land
generally available, except unless you're Disneyland,

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and then you can you know,
then then it makes me way more sense.

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But really you could take there,
you know, up to four story

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theme parks in some parts of the
world, So I mean, you really

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could double or triple Disneyland size if
you had the money and the know,

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just capability to do it. But
anyway, well, yeah, I mean,

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and and even in places like the
Middle East, where they have more

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land than they know what to do
with lots of lots of flat land,

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they're actually building vertical experiences and indoor
experiences, uh for for several reasons.

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Number one, yes, they are
a little bit more expensive to build.

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However, if guests aren't coming because
of weather, which we will get into

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in a moment with another park,
But if guests aren't coming to become because

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of weather, it makes them sustainable, you know, it makes it so

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that they can continue to keep them
open. The in in the UAE,

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for example, there are and we've
we've reported on here a couple of parks

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that are having some significant problems,
and one specifically has closed. So uh

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park the plat open open flat,
open outdoor. Yeah yeah, closed.

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Yeah. Before we move off of
this story, the only other piece that

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might no, it might be interesting
is that in a few statements, Disney

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did clarify the sixty billion dollar investment
that we talked about previously, that they

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talked about investing sixty billion and we
were like, what does that mean.

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They kind of clarify where they're like, well, fifty percent of that is

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going to be used for parks and
resort, thirty will be used for tech,

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and twenty will be used for cruise
and other and then in they added

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to that saying they were going to
use that money specifically to accelerate storytelling by

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utilizing our wealth of intellectual property,
great explaining our footprint which we talked about,

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and investing in innovative technology, and
then reaching new fans around the world.

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So so a whole lot of a
whole lot of a whole lot of

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vagory and nothing because we have no
like what is tech and maintenance? I

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mean, like, I'm glad they're
maintaining stuff. That's great. But I

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also think that I think, you
know, when you think of poor maintenance,

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I don't always think of Disney.
I think of you know, like

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the the six Flags Riots that can't
no longer do the three D mail,

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you know, so I think,
you know, I'm like like, I

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don't Uh, it's interesting to know
those numbers, but just I'm not.

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I don't know, Scott, if
you I just was like, okay,

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see it sounds like nothing. Yeah, that's to me. That that's all

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we'll call that. We'll call that
nicey nice board speak. You know.

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Let me see how much I can
say. That sounds like we're saying really

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good things for investors, but we're
not really giving enough detail to have it

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to let it have any meat,
you know, because I can I could

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say, you know, even about
my company. Yes, I'm investing in

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my company and to find new and
different ways to create innovative storytelling as well

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as trying to develop the latest technology
and uh, and I will continue to

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invest in in the uh the reach
and breadth of my client mix. Well,

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okay, all of that is duh
uh that's what a business does,

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you know, So so what you're
saying is you're gonna update your website and

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go to trans World the fine new
clients. We have a winner that is

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Coret. But that is correct.
Well, I'm glad you're I'm glad you're

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not the chairman of my board.
Oh wait, I don't have one,

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that's what it is. Jeez.
Okay, all right. Well, moving

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on from that into the theme of
expansion, and of course Disney is not

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the only chain that is expanding.
You know, we're starting to as the

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big summer seasons start to start to
open and things are starting to moving again

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in the theme park space. We're
hearing a lot of announcements, one of

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which comes from Kentucky Kingdom, which
said that it's going to open for an

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additional twenty four days this fall,
and it will do the It'll do a

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new event called Christmas at Kentucky Kingdom, which will feature holiday decorations including one

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million lights, as well as three
themed areas and Herschand is investing eight million

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dollars on the new event, which
will be included in twenty twenty four twenty

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twenty four passes, so essentially opening
for twenty four extra days at a new

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Christmas event and that new Christmas event
is going to cost eight million dollars and

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they're just going to include it and
kind of I guess amoritize that cost you

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know through the season passes, but
also you know through the through the year

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and through ticket sales of course,
and multiple years, because it's going to

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be a long term investment. I
would assume I would hope fingers crossed.

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I was surprised that that they would
invest so much, you know, in

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a in an event in this region. But I think it's exactly what Scott

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always says, which is that you
know, you don't want to. I

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think Hershean is not the type of
company that will launch an event halfheartedly,

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right. It's like, you know, even though it's in a market that

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is less competitive, you know than
an LA market per se, you know,

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they wouldn't. I don't think they
would want to. What's the same

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they think that with Halloween at Hershey
Park where they launched it great from day

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one, So yeah, you have
to it. There are there is a

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I will call it convoluted because I've
never ever, ever in thirty plus years,

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seen at work, but there's a
convoluted idea that says, well,

218
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we like this idea, but we're
not going to fully fund it because we

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really want to like half fund it
and see if it works. Well,

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you know what, if you half
fund it, it's not going to work

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because you're not giving it a prove
a true proof of concept. I'm not

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saying that you shouldn't do your homework
and you shouldn't go at things intelligently,

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but you know, a half funded
idea, a half funded great idea,

224
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is a bad idea. It's it's
just that simple. So you can you

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can, you can continue to say
all you want, and usually what that

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means is that the company itself doesn't
want it to succeed, so they're going

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to throw money at it to playcate
and just so they can say, well,

228
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that doesn't work. Well, that
doesn't work. We tried that and

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it didn't work. Yeah, you
tried it. You tried to do an

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eight million dollar event with a three
million dollar investment. You're right, it

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didn't work. You know. It's
it's sort of like it's sort of like

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trying to buy a thirty thousand dollars
automobile With fifteen thousand dollars, you're going

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to get a crap car. It's
that simple. Scott as someone who just

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taught a class on Christmas and who
is kind of you know, in this

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in this realm. How does this
budget align with you know other I mean,

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like, what is this budget like
comparatively to other you know, other

237
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Christmas parks. This is robust.
They are They are not tiptoeing in.

238
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They are they are going in.
Now. Granted it's to cover twenty four

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nights. And I'm not sure whether
this eight million dollars not. I have

240
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to you know, sort of pick
apart the budget a little bit to see

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if this includes the additional labor it's
going to take, or if this is

242
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just their capital investment or you know
where how it's being broken down between capital

243
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expense and labor. There's all of
all of those elements. But this is

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this is not a timid This is
not a timid approach. And you know,

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you talk about because it's not in
a highly competitive market, but that

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seems to me to be the perfect
opportunity to step in and say we are

247
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going to be the kings of the
market. Yeah, we're going to own

248
00:16:53.080 --> 00:16:56.480
this market. We are going to
step up, We're going to be better

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than any of the home displays.
And I will say I and I just

250
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mentioned this in my in my seminar
as well, you have to be careful

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when you start counting lights. I
think counting lights in a Christmas event is

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is a little bit like the Haunted
House coming. Yeah, it's a little

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it's a little Yeah, it's a
little dangerous because what ends up happening is,

254
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you know, you you you open
it up for somebody next door to

255
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have a million and one lights or
a million and twenty lights or whatever,

256
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and you you lose focus of what
the actual experience or the event is about.

257
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You lose focus that you're trying to
build family memories, that you're trying

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to build traditions with families, and
those traditions don't involve math usually, especially

259
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when it comes to counting lights.
But that said, you know they can

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come in and command this market right
now. And if they've got you know,

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if herschingt Is has looked at the
at the concept and feels comfortable investing

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eight million dollars, you know,
as you say that will be admortized.

263
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I'm guessing over several years at least
a portion of it. And I think

264
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it's a great way to dive in
and do you know full proof of concept

265
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to say yep, we can do
it, and you know, it's kind

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of a it's kind of a darn
if you do, darned if you don't

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scenario, because as you say,
there's not a whole lot of competition,

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So do they need to spend this
much to be the top of the market,

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and yet the moment it shows that
it has any sort of legs,

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yes, then you're going to immediately
have competition. So you might as well

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go in saying, yeah, we
have the ability to own this market,

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and we're going to take that opportunity, which I think is which I think

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is great. The other thing that
I do think is very smart, and

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are there are people who disagree with
me because there's two very different schools of

275
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thought on this, but I think
for a Christmas event to include it into

276
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the season pass product, I think
is really really smart, especially for the

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first year, because certainly what it's
going to do, I would be shocked

278
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if it didn't elevate the number of
season passes sold for this upcoming season.

279
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Yeah, it would. It would
boggle my mind if it didn't. It's

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a perfect marketing tool to expand your
your season pass offerings. That's the whole

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reason to do seasonal events. The
only the only minor exception to that,

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for some reason is Halloween. People
are willing to pay extra for Halloween,

283
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and I think it's because it's usually
off brand from the day market. You

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know, if you can take a
family friendly park and turn into something horrifying

285
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and creepy at night, that's great. Disney has a unique thing because they're

286
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Disney and they have you know,
they can tell different stories or focus on

287
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different stories that they don't focus on
during their day product with Halloween, but

288
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with Christmas, I think making it
a you know, we automatically think of

289
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Christmas, we think of giving,
and we think of kindness, and we

290
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think of family. And I have
seen it work more than i've seen it

291
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fail when people include or when parks
include their Christmas event as a way to

292
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sell additional season passes. And also
keep in mind, season passes only work

293
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if guests continue to return, so
you have to give them a reason to

294
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return, and a gigantic Christmas event
is the perfect reason. I think you

295
00:20:14.160 --> 00:20:21.759
mentioned, you know, that concept
of them essentially defending against you know,

296
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future competition by trying to make making
your one a big thing. I think

297
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that what you said about the including
and the cost also does that, because

298
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we saw this last year where even
haunted houses right started taking their existing area

299
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and redoing it to be Christmas.
And there are several big haunts in that

300
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area. Thirteenth flor owns a few
properties there. So it's like, I

301
00:20:48.039 --> 00:20:52.759
think you're right on that. In
terms of if they prove the Christmas market,

302
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there's a lot of people already there
that could pop up quickly as competitors.

303
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And the one thing the competitors cannot
do, it's make their experience free.

304
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But the park can do that.
So it's almost like it's that's also

305
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part of the competitive strategy is like
they don't need to charge admission to the

306
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season passolders because they can make money
on them with their infrastructure. But no

307
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other attraction, I would wager to
say, no other trash in the city

308
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can do that, because every other
attraction is a ticket by ticket, and

309
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you know, they need to make
money on the experience. You know,

310
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you pay, you need to pay
for the experience, But that's not the

311
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model of you know, these some
of these theme parks, you know,

312
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And so I think that is their
unfair advantage in that respect. So yeah,

313
00:21:37.960 --> 00:21:41.920
well and it's and you know you
call it an unfair advantage, I

314
00:21:41.160 --> 00:21:45.680
would refer to as a good business
practice. It's it's one of those opportunities

315
00:21:45.720 --> 00:21:48.319
where they can come in and say, our season pass holders are already loyal

316
00:21:48.359 --> 00:21:52.559
to us, and when it comes
time for the holiday season, if they

317
00:21:52.599 --> 00:21:55.519
want to come celebrate the holiday season
with us, then we need to make

318
00:21:55.519 --> 00:21:57.880
sure that they can get in,
that they can have a great time,

319
00:21:59.200 --> 00:22:02.079
and that they hang out for at
least four hours so that we can get

320
00:22:02.079 --> 00:22:03.799
a meal out of them. And
we need to offer things that we only

321
00:22:03.799 --> 00:22:07.000
offer during the Christmas season and get
a good, good, sturdy cup of

322
00:22:07.000 --> 00:22:11.160
hot chocolate and have mom and dad
have the opportunity to add a little extra

323
00:22:11.200 --> 00:22:17.200
holiday spirit on the side. I
mean you you can just take your your

324
00:22:17.640 --> 00:22:22.839
past member, your past membership and
massage them and make them feel good about

325
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the holiday season and they will come
back and they will spend money. All

326
00:22:27.400 --> 00:22:33.279
right. Moving on, So,
another new experience that was announced that we

327
00:22:33.279 --> 00:22:36.559
didn't get a chance to talk about
previously is the John Wick Experience, which

328
00:22:36.599 --> 00:22:40.920
is coming to Area fifteen in Las
Vegas. Lionsgate Entertainment, the studio behind

329
00:22:41.000 --> 00:22:45.359
john Wick Films, teased that the
new attraction will blend immersive theater and highly

330
00:22:45.400 --> 00:22:51.079
themed cinematic environments to create an interactive
journey that trendscends reality. Sorry sorry for

331
00:22:51.119 --> 00:22:55.000
my laughing there for a sect participants
that the john Wick Experience will carry out

332
00:22:55.039 --> 00:22:59.920
missions as they traverse the Las Vegas
Continental within the world of the films.

333
00:23:00.200 --> 00:23:03.720
Even if guests aren't part of the
action, they can still visit the themed

334
00:23:03.759 --> 00:23:07.079
bar and retail store on site.
I think the uh, if I were

335
00:23:07.119 --> 00:23:11.960
to kind of rewrite this, I
would be like a you know, Jason

336
00:23:11.160 --> 00:23:18.279
Egan from Escape. It continues to
you know, build up a competitive advantage

337
00:23:18.319 --> 00:23:25.920
to protect himself against Universal by getting
a new another IP right like in the

338
00:23:25.960 --> 00:23:27.599
same area, if you like,
If you kind of look at the strategy

339
00:23:27.599 --> 00:23:30.279
of these people, they're like,
oh, we know Universal is going to

340
00:23:30.319 --> 00:23:37.079
show up here and they're going to
focus on the horror plus a cocktail and

341
00:23:37.160 --> 00:23:41.240
dining thing that they're going to bring. So so we are going to find

342
00:23:41.279 --> 00:23:45.119
other ips and come in there and
kind of build up, you know,

343
00:23:45.200 --> 00:23:49.680
this this defensive line here where we
have we have saw we have it now

344
00:23:49.680 --> 00:23:55.240
we have John Wick and we're also
adding in themed experiences and bars and cocktails

345
00:23:55.240 --> 00:23:57.839
things, so we'll just become an
add on. We'll just mooch off of

346
00:23:57.880 --> 00:24:00.640
their marketing and brand awareess to you
know, bring an extra guests. So

347
00:24:00.680 --> 00:24:03.839
that's kind of how I read it, but I don't know if that's what

348
00:24:03.920 --> 00:24:08.440
they Yeah, it's it's very possible. It's very possible. I uh,

349
00:24:08.880 --> 00:24:11.839
I have a slightly now, and
I think it's because of some things I'm

350
00:24:11.839 --> 00:24:17.920
doing outside of the show. But
I'm there are certain buzzwords now that I'm

351
00:24:17.920 --> 00:24:22.319
getting really tired of hearing. That's
why. Sorry everybody. And yeah,

352
00:24:22.359 --> 00:24:25.680
and and this has this, this
one little statement has I think all of

353
00:24:25.680 --> 00:24:30.240
them transcend reality. Scott's got transcend
reality. Well, it's it's immersive,

354
00:24:30.279 --> 00:24:38.480
immersive, highly themed cinematic environments,
interactive transcends reality. These things have have

355
00:24:38.720 --> 00:24:42.880
just Yeah, I'm just gonna give
everyone. You're just gonna go into a

356
00:24:42.960 --> 00:24:48.720
room and they'll just give it.
We could save a lot of money just

357
00:24:48.759 --> 00:24:51.480
playing a movie a lot. Actually
just got to mean therapy. But themed

358
00:24:51.559 --> 00:24:53.839
to John Wick. There you go. I love it. Actually, they

359
00:24:53.839 --> 00:24:59.000
probably just gonna play the John one
of the john Wick movies and God okay,

360
00:24:59.079 --> 00:25:02.200
and what you and what you hallucinate
is what makes it real. That's

361
00:25:02.400 --> 00:25:04.720
very cool. And it transcends reality. Yes, it does by definite.

362
00:25:04.799 --> 00:25:07.599
Yeah. See, if anyone does
that, you know, please give me

363
00:25:07.640 --> 00:25:14.240
a royalty. Uh So that's my
idea. I called it first. Yeah,

364
00:25:14.240 --> 00:25:17.160
and if anybody, and if anybody
does do that, I would just

365
00:25:17.240 --> 00:25:19.599
like to say, I am I
am in no way, I'm in no

366
00:25:19.680 --> 00:25:26.519
way endorsing the use of ketamine as
as a form of immersive experience. Yeah,

367
00:25:26.720 --> 00:25:33.799
right, wink wink. Okay.
So anyway, there's that's I think

368
00:25:33.880 --> 00:25:34.799
all we need to say about that, because it's going to depending, as

369
00:25:34.799 --> 00:25:37.000
we always say, on the execution, like what's the actually gonna look like?

370
00:25:37.160 --> 00:25:40.640
Yeah, and we've got you know, we've got expansion after expansion after

371
00:25:40.680 --> 00:25:44.319
expansion here. But I think the
bottom line and the question that still comes

372
00:25:44.400 --> 00:25:47.480
up to all of us is how
are they going to staff all of this

373
00:25:47.599 --> 00:25:51.960
stuff? Yes, because nothing's going
away. Things keep getting added. Disney,

374
00:25:52.000 --> 00:25:53.480
you know, Disney Forward is going
to be huge, adding twenty four

375
00:25:53.559 --> 00:26:00.440
days of operations to to Kentucky Kingdom, New New Vegas. Thing that are

376
00:26:00.440 --> 00:26:04.519
not necessarily replacing old Vegas things.
They're just new, you know, and

377
00:26:04.559 --> 00:26:07.240
we're already entering as you pointed out, you know, we're coming into that

378
00:26:07.440 --> 00:26:14.799
summer season. So that is that
is our hiring season. And I based

379
00:26:14.839 --> 00:26:18.599
on the challenges that the projects I've
worked on has had in getting and maintaining

380
00:26:18.599 --> 00:26:26.319
people, especially in highly competitive areas
like Vegas and California, I'm not certain

381
00:26:26.359 --> 00:26:30.039
how they're going to do it.
I have no idea. Well, obviously

382
00:26:30.079 --> 00:26:33.400
they're just hoping to hire people who
are laid off because of the AI robots

383
00:26:33.440 --> 00:26:37.200
replacing them. I'm kidding. I'm
kidding. I'm joking. Nobody don't then

384
00:26:37.240 --> 00:26:44.200
me hate me. But unfortunately,
unfortunately, unfortunately you're not. And what's

385
00:26:44.200 --> 00:26:47.559
gonna and what's gonna happen? Well, and what's gonna happen is the moment

386
00:26:47.599 --> 00:26:49.519
somebody well, Okay, So now
that the the HR teams for all of

387
00:26:49.519 --> 00:26:52.519
these projects that we just talked about
expansion, they're now going back going,

388
00:26:52.680 --> 00:26:56.599
hey, wait, can can we
replace the staff with AI robots? I

389
00:26:56.680 --> 00:27:00.279
mean can we mean you can?
But probably the HI Department's already been him

390
00:27:00.279 --> 00:27:04.799
down because it's one of the easiest
things to replace with AI. Oh okay,

391
00:27:04.839 --> 00:27:07.279
because you could just have a chatbot
take care of most of your mediations.

392
00:27:07.319 --> 00:27:10.240
Anyway, We're not going to go
down that road, okay, uh,

393
00:27:10.960 --> 00:27:14.680
But speaking of staffing, I know
I wanted to add some numbers into

394
00:27:14.720 --> 00:27:18.240
the since you brought up the staffing
of so a lot of people are hiring

395
00:27:18.359 --> 00:27:21.799
for the summer season, and I
kind of looked at some of them,

396
00:27:21.960 --> 00:27:25.519
King's Dominion, Worlds of Fun,
not you know, hiring thousands of people,

397
00:27:25.599 --> 00:27:27.440
not just hiring two thousand, Worlds
of Fun thirty thousand, King's Dominion,

398
00:27:27.480 --> 00:27:30.319
twenty five hundred, and I kind
of looked at tried to look at

399
00:27:30.359 --> 00:27:36.440
how the wage packages, kind of
where the baseline was. It looks like

400
00:27:36.480 --> 00:27:42.319
most of these places are hiring.
Well, k Nots is right at minimum,

401
00:27:42.880 --> 00:27:47.480
and they said like sixteen to nineteen. Minimum is sixteen in this area,

402
00:27:47.799 --> 00:27:51.839
but Starbucks is like sixteen to like
eighteen. So I feel like I

403
00:27:51.880 --> 00:27:53.279
looked at I'm like, okay,
so they're kind of in pace with it.

404
00:27:53.400 --> 00:27:56.200
But World's of Fun is a little
bit higher than minimum, but lower

405
00:27:56.200 --> 00:28:00.680
than Starbucks, and Kings is also
higher than minimum, but over the Starbucks.

406
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So I just kind of the reason
I mentioned that is because Starbucks is

407
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also expanding, right, They're trying
to add all these new locations. So

408
00:28:07.519 --> 00:28:10.960
I'm kind of like, I don't
know that it's gonna work if you.

409
00:28:11.440 --> 00:28:15.079
I don't know, maybe it will. I just don't see the value proposition

410
00:28:15.119 --> 00:28:18.279
in some of these places where they're
like, yes, come work for us

411
00:28:18.319 --> 00:28:22.400
for this seasonal thing where you have
to do really hard work in the sun

412
00:28:22.480 --> 00:28:26.559
because we don't have any things to
protect against heat because we haven't built them

413
00:28:26.559 --> 00:28:29.759
into our parks yet. But we're
gonna, you know, give you less

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overall than just if you went to
the Starbucks down the street, where you

415
00:28:32.480 --> 00:28:36.720
could just stay inside of an air
conditioned place and still still deal with the

416
00:28:36.720 --> 00:28:41.400
same angry customers, but you'd not
be as hot, Like who's doing that?

417
00:28:41.519 --> 00:28:45.759
And of course, you know,
being in Florida with the opening of

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00:28:45.799 --> 00:28:51.359
Epic in uh well, currently they're
saying January of twenty five, but looking

419
00:28:51.440 --> 00:28:55.880
at you know, already a market
that is tapped out. I don't know

420
00:28:55.880 --> 00:28:59.039
anybody, Yeah, yeah, pretty
much. I won't. I wouldn't necessarily

421
00:28:59.079 --> 00:29:04.599
take say tapped out, but I
would say approaching approaching maximum saturation? How's

422
00:29:04.640 --> 00:29:10.279
that? Because I know I don't
know hardly anyone who lives in Orlando,

423
00:29:10.319 --> 00:29:11.720
who works in the theme park industry, that only works for one theme park,

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00:29:12.440 --> 00:29:15.720
especially on the front line level.
And basically, you know, the

425
00:29:15.799 --> 00:29:22.480
joke was work. I work,
you know, two weeks, two weeks

426
00:29:22.480 --> 00:29:25.799
every quarter, and I have a
season pass to each in every park in

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00:29:26.039 --> 00:29:30.640
in Orlando. And so I'm curious. I'm curious to see how that's going

428
00:29:30.680 --> 00:29:33.519
to happen in Orlando. But I
even look at the very much of a

429
00:29:33.559 --> 00:29:37.000
microcosm. I look at the history
of Bush Gardens here in Tampa and with

430
00:29:37.079 --> 00:29:41.359
Busch Gardens. You know, the
reason bush Gardens was back back in its

431
00:29:41.440 --> 00:29:45.359
day, back in its heyday,
the reason Busch Gardens was able to stay

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00:29:47.799 --> 00:29:51.279
completely staffed and it was actually competitive
to get in was because it was the

433
00:29:51.319 --> 00:29:53.160
cool place to work. You know, they weren't paying a ton more,

434
00:29:53.599 --> 00:29:56.799
but they were offering a lot of
cool stuff that you couldn't do when you

435
00:29:56.799 --> 00:30:03.359
were bagging groceries at publics. You
know, so they uh or or you

436
00:30:03.359 --> 00:30:07.079
know, there wasn't a Starbucks back
then, but uh, you know the

437
00:30:07.119 --> 00:30:11.400
other the other competitors were mostly retail
and restaurant, and Bush Gardens offered a

438
00:30:11.519 --> 00:30:18.559
unique alternative. I obviously you know, the parks that you've brought up in

439
00:30:18.559 --> 00:30:22.759
this study here with their with their
their pay rates, they obviously can't uh

440
00:30:22.119 --> 00:30:26.400
justify paying them, you know,
two or three times what the Starbucks folks

441
00:30:26.440 --> 00:30:30.920
are making. But my strong recommendation
is start to brainstorm and figure out what

442
00:30:32.000 --> 00:30:34.119
is it that you as a park
can offer your employees that nobody else can

443
00:30:34.160 --> 00:30:38.960
offer that makes them want to work
for you. Yeah, because I think

444
00:30:40.000 --> 00:30:44.559
that's really going to be the key
to this whole staffing challenge, and especially

445
00:30:44.559 --> 00:30:47.680
considering that, you know, we've
mentioned several parks here that are looking to

446
00:30:47.720 --> 00:30:52.279
expand and looking to add new experiences, and that means additional labor, that

447
00:30:52.319 --> 00:30:56.559
means additional jobs. So just keep
that in mind. And also I would

448
00:30:56.599 --> 00:31:03.680
I would recommend to HR departments to
expand your ideal in what your ideal employee

449
00:31:03.720 --> 00:31:07.799
looks like to because I think all
too often I've run into parks that are

450
00:31:07.799 --> 00:31:12.000
still looking at a very old model
of what the ideal theme park is,

451
00:31:12.160 --> 00:31:17.599
specifically when it comes to age.
So please keep that in mind because as

452
00:31:17.640 --> 00:31:22.119
someone who is now an older employee, as as they age out, that

453
00:31:22.160 --> 00:31:26.559
doesn't necessarily mean that they lose the
ability to be great customer service representatives for

454
00:31:26.599 --> 00:31:32.480
your park and great brand representatives for
your park. So just keep brainstorming to

455
00:31:32.480 --> 00:31:36.599
find ways that don't involve raising the
salary to make certain that you hit all

456
00:31:36.599 --> 00:31:38.799
your marketing numbers. And I'm sure
HR experts are already doing this, but

457
00:31:38.880 --> 00:31:41.839
I just want to make sure that
we mention it here on the show,

458
00:31:41.839 --> 00:31:45.359
because I think it would be irresponsible
if we didn't. Speaking of irresponsible,

459
00:31:45.359 --> 00:31:48.960
we've already gone over the thirty minutes
that we always promise you, but we

460
00:31:48.039 --> 00:31:52.359
do that every week. So I'm
going to wrap up the show on behalf

461
00:31:52.359 --> 00:31:56.400
of Philipernandez with GANDAM Lighting and the
Hunted Attraction Network and myself Scott Swinson with

462
00:31:56.400 --> 00:32:00.400
Scott Swinson Creative Development. This is
Green Tagg Theme Park in thirty It's been

463
00:32:00.440 --> 00:32:04.039
another week and we'll see you again
next week