30th April 2020 The coronavirus pandemic is likely to change customer behaviour once venues reopen. This means that attractions may need to refocus on a younger demographic after COVID-19 – the classic theme park thrill-seekers.
By Lance Hart from Screamscape
Pondering the future lately has been a little difficult. The endless ripples from the coronavirus pandemic have stirred up the waters in all directions, like dropping a huge rock into a tranquil pond. Yet, some possible patterns are starting to emerge.
For example, the various changes likely to come to the attraction operations side of things, as well as the mental state we as a people will be in upon emerging from self-quarantine. Looking at these possible future outcomes, and then looking back at past trends at theme parks and attractions, a new realization hit me. After COVID-19, they may need to shift focus to a younger demographic – the thrill-seekers.
Swarm at Thorpe Park, UK
For the last several years we’ve been seeing a slow move towards more family attractions. We’ve seen parks building up all kinds of new lands for the smallest guests, as well as new attractions designed to allow the various age groups of an entire family to ride together.
As the older generations who enjoyed theme parks when they were younger are hitting their senior and retirement years, we’ve also seen many parks shift their focus towards nostalgia. For instance, adding more family-themed attractions and in-park events that would appeal to this “grandparent” generation to continue to visit the park and to encourage them to bring their grandchildren.
Generational attractions
Disney’s own highly budgeted build-up of the two Star Wars: Galaxy’s Edge lands in California and Florida may very well be the ultimate extension of this concept. The Star Wars IP has proven to be a very generational one.
Star Wars: Galaxy’s Edge
It allows older guests to relive their own youthful memories of the first Star Wars trilogy (1977 to 1983) with their children who grew up with the prequel trilogy (1999 to 2005). And their grandchildren, who are coming up with the final trilogy and expanded universe content (2015 to the present).
As parks plan to reopen after COVID-19, many new safety regulations will be in place. There will be attendance limits, social distancing and disinfectant breaks. In addition, there will also be a pause in live entertainment concepts. This means there will be no parades, no concerts, and no indoor shows. All big crowd-gathering nighttime spectaculars will put on hold.
Most of these are exactly the kind offerings that are added to appeal to young children and older visitors. They entertain these visitors while the thrill-seekers are busy getting flipped upside-down half a dozen times.
Attractions for a younger demographic
Stay-at-home restrictions are slowly beginning to lift. But one message is still coming through from the medical community. That is, those who are at higher risk of infection should continue to limit their exposure.
The primary visitors to theme parks when they reopen this year after COVID-19 will be the thrill-seekers
The first group warned against this would be older people. The same audience that parks and attractions have been luring with musical, faith and holiday special events. We can also assume that parents with young children will be likely to stay away. They will be protective of the levels of exposure their children are subjected to after the pandemic.
With this in mind, we can assume that the primary visitors to theme parks when they reopen this year after COVID-19 will be the primary “thrill-seekers”, the younger demographic. These are the adrenaline-seekers, chomping at the bit to go zip-lining, bungee jumping, and roller coaster riding.
Catering to the thrill-seekers after COVID-19
To paraphrase a recent marketing slogan, these are your “Go Big or Go Home” Six Flags kind of thrill-seekers.
Unfortunately, new attractions aimed at these visitors have been in short supply recently. Six Flags only built one big new coaster in 2020, Jersey Devil at Six Flags Great Adventure. Cedar Fair is also ready to launch its own Orion coaster at Kings Island. This will be available as soon as it can open the gates.
Since we don’t know how long the old and young demographics may opt to stay away from theme parks after COVID 19, I would think that capital planning and marketing for 2021 and even 2022 may want to shift a bit towards the thrill-seekers.
Top image: Jersey Devil at Six Flags Great Adventure, kind courtesy of Six Flags.
I agree….but one problem, cost. Big thrill rides are expensive, at a time where parks will be looking to cut back.
I agree with the reasoning. Families will definitely be less likely to be visiting. However, I disagree thrill seekers are gonna see much out of it. In the grand scope of things once theres a vaccine we can out this behind us and it seems like all reports indicate we can for sure anticipate a ready-to-market coronavirus vaccine by fall season 2021. Which means come 2022 while attendance for sure may still be down as we adjust to what the new norms of the people are. For instance I’m convinced this is gonna change the norms of buyers. Its no surprise physical locations that have options for purchasing online have been kept mostly okay because of our older generations whom are skittish about online ordering. Even though our older generations are the ones whom could benefit the most from online ordering. This whole occurence has caused people of the older generation whom would not have normally considered delving into online shopping, learn to online shop. How many if them are going to realize the ease for them to just order online now?
Onviously this analogy doen’t effect theme parks but travel & vacationing norms will still need to be checked and will likely be slow coming back. No disagreements here. But by 2023 I see no reason to believe come that year the theme park world can be completely back to normal.
Which means there are three season affected by this for the industry: 2020, 2021 & to a lesser extent 2022. This means 3 years of capital investments. 2020 is done we know whats going on there. I expect what we’ll actually see for 2021 is a massive non-order of capital investments for the industry. I just can’t imagine many parks jumping in to buy a multi-million dollar coaster piggy-backing off a terrible revenue year of 2020 with uncertainty questions in play that concern the industry. I think you’ll see most parks in 2021 focus on minimal investments to beautifying the parks with maybe a flat and shows here or there. A coupke coasters that may have already been in the works like seaworld orlando’s potential B&M but not very many at all.
2022 I just don’t see the industry jumping at the bit by then to again ourchase multimillion dollar coasters when there are uncertainties they’re accessing through 2021 about what the norm trends are now. So to a lesser extent I still expect 2022 to be a lower invested capital investment year following two years of lower then normal attendance. You’ll see more coasters then 2021 for sure but nothing to the scale like we saw this year with seaworld buying a major coaster from just about every major designer in a single year and multiple other large scale coaster projects through SF, CF & hershey.
Bottom line I agree on the point but not on the business side of things. I don’t see parks jumping at the bit to purchase multi-million dollar capital investments when their revenue streams are piss poor margins. They’ll lean on the coaster junkie’s visiting for their attendance but the coaster junkies will visit for the coasters that are already there because where else are they gonna go to get their fix? They don’t need to purchase a multi-million investment to draw the coaster community in, they just need to be open and we will come