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Is this the first of a new wave of theme park failures? – Orange County Registry
Is the closure of Dubai’s theme parks this month one-off or the first sign of another round of failures in the global attractions industry?
Dubai Parks and Resorts this month announced the permanent closure of Bollywood Parks Dubai, one of three parks that opened at the resort at the end of 2016. Themed around the Mumbai-based Hindi film industry, Bollywood Parks offered wonderful touches decorative displays, as well as a fun live stunt show and flying and media-based theater shows, with a new GCI wooden coaster apparently set to open soon.
At first glance, Dubai should be a prime market for theme park development. British research firm Euromonitor ranked Dubai as the second most visited city in the world last year, behind Paris. On paper, Bollywood also looks like a go-to theme for a park. Films have long provided the most compelling intellectual property for themed attractions, and Bollywood films are hugely popular around the world. Put them together and a Bollywood themed park in Dubai should have been an easy winner, right?
The late Disney Legend Harrison Buzz Price set an enduring standard for the industry by creating a feasibility model that helped parks around the world weather economic cycles that shut down many other businesses. Yet the Buzzs system works because it requires business leaders to look beyond high-level tourism numbers.
Located 40 miles from Dubai’s main airport, Dubai Parks and Resorts stood far from other tourist attractions in the city. Unlike rival, air-conditioned attractions, Bollywood Parks was an outdoor theme park, leaving visitors to bake in the Middle East in scorching heat for much of the year.
Perhaps investors thought that the target audience for South Asian parks wouldn’t be bothered by the sun and heat. But India is not a market where millions of people grew up with theme parks, unlike the United States or Europe. And visitors to the UAE from the West would prefer to visit air-conditioned indoor parks with Hollywood themes.
Even though Bollywood Parks Dubai was inspired by the Indian film industry, it was born in Southern California. Pasadena-based studio Mycotoo worked on much of the park’s creative design. It was good work that deserved a wider audience.
While it’s rare for theme parks to fail, it does happen. Southern California saw the closure of Marineland in Palos Verdes and Busch Gardens Los Angeles in Van Nuys. But the closest American example of Bollywood parks to extinction might be the Hard Rock/Freestyle Music Park in Myrtle Beach, South Carolina. Despite this city’s popularity as a tourist destination, this park barely survived two seasons before closing in 2009.
The failure of Bollywood Parks shows that an amusement park with a solid theme in a popular tourist market does not guarantee success. You need to find the right combination of theme, story, experience, location, market, and price to win customers. The fact that so many parks have been successful over the years shouldn’t blind anyone to the fact that it’s still very possible to go wrong.
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