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Tivoli’s three year strategy ‘ enchanting guests whatever the weather, in AND out of the park


Related: Update on LEGOLAND Florida: John Jakobsen sets out Merlin Entertainment’s strategy for LEGOLAND parksKlump Island Opens at Tivoli Gardens / Tivoli in Copenhagen opens on 14 April

Aside from making enough money to re-invest and a commitment to staff welfare and customer service, Tivoli are keen to develop a year-round business lefacade tivoli denmark amusement park europe copenhagenss at risk from the weather and expand into other areas of the leisure industry both within AND outside the park.

Key projects include:

  • Hans Christian Andersen Castle – Tivoli are looking to maximise the use of the castle having already obtained a casino licence in 2010 and hosting a Titanic exhibition in 2011.  The annual report says, “The casino licence gave rise to developing a new concept for the entire Castle of which the casino will form part. It is the intention to renovate and reopen the Castle with the casino at the end of 2012…Obviously, the plans include adjoining restaurants etc, but it will also be natural to consider whether other leisure activities would fit the new concept for the Castle.”
  • Increase attendance by:
    • entertainment and theme days or offers targeting special groups
    • increased package sales and the new pricing structure implemented in 2011 which are directed at families and aim to fill idle capacity
  • Combat the weather – Cultural visitors to the daily shows at the Glass and Concert Halls also typically eat at the Tivoli’s restaurant and “generally form a good basis of the daily revenue”.  A classical music programme, the Tivoli Festival, will be launched to develop this area of the business.
  • Increase the offering for cruise ship visitors – In 2010 Disney Cruise Line ships moored Copenhagen for the first time and this is a market segment that is growing.  “It is the intention that Tivoli will, in cooperation with a number of business partners, launch packages offering to take care of the visitors from they leave the ship until they re-embark in the evening.”
  • Breaking out of the park – Tivoli own the Danish Wagamama franchise, and are looking to develop it:  “The possibility of opening one or several restaurants outside Tivoli is also being explored.”

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