Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data Sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- After sharp decline in 2009, revenues increased in 2010, growth expected for 2011
- Admissions and food and beverage sales key to future success
- Concessions and merchandise sales
- Demographic trends could help to drive growth
- Asians and Hispanics among the most avid theme park enthusiasts
- Overall attendance declined in 2009 but is poised to bounce back
- Rising gas prices and falling consumer confidence could undermine growth in 2011
- Young people and parents of all ages are cornerstones of market
- The allure of new rides and the loathing of long lines
- The internet is the main marketplace for theme park tickets
- Deal hunting now routine
- Overnight guests often stay off property
- Regional parks’ appeal
Insights and Opportunities
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- Target locals and consider offering inexpensive regional transportation
- Increase efforts to attract Baby Boomers
- Offer more healthy fare not just for adults, but kids too
- Consider offering more adult entertainment options
Inspire Insights
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- Trend: Life Hacking
Market Size and Forecast
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- Key points
- Revenues on the rise after steep 2009 decline
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- Figure 1: Total U.S. revenues for amusement and theme parks, at current prices, 2005-15
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- Figure 2: Total U.S. revenues for amusement and theme parks, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Total U.S. revenues for amusement and theme parks, at current prices, with worst and best cases, 2005-15
- Attendance similar to revenue trend, demonstrates admissions are primary revenue source
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- Figure 4: Top 20 North American theme parks attendance, 2005-09
Competitive Context
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- Cruise lines successfully target families
- Camping could pose a more formidable threat if the economy weakens
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- Figure 5: U.S. camping participation, 2006-09
- Staycations remain a key threat in some cases
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- Figure 6: Home entertainment activities and travel habits, 2008-10
- Las Vegas offers real competition for “destination” parks such as Disney
Segment Performance
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- Key points
- Admissions account for approximately 60% of revenues
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- Figure 7: Theme park segment sales and share of total revenues, 2010
- Admissions forecast to drive growth through 2015
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- Figure 8: U.S. revenues and forecast for theme parks at current prices, by segment, 2005-15
- Figure 9: U.S. revenues and forecast growth index for theme parks, by segment, 2005-15
Admissions
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- Key points
- Admissions sales rebounding after sharp 2009 decline
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- Figure 10: U.S. revenues and forecast for theme park admissions, at current prices, 2005-15
Food and Beverage
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- Key points
- Food and beverage sales expected to increase in 2010
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- Figure 11: Total U.S. revenues and forecast for theme park concessions, at current prices, 2005-15
Merchandise
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- Key points
- Merchandise sales continue to drag down overall revenue growth
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- Figure 12: Total U.S. revenues and forecast for theme park merchandise at current prices, 2005-15
Other Revenues
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- Key points
- Strong and steady growth for other revenues forecast through 2015
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- Figure 13: U.S. revenues and forecast for other revenues, at current prices, 2005-15
Market Drivers
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- Key points
- Population trends contribute to modest growth
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- Figure 14: U.S. population by age, 2006-16
- Rapidly increasing Asian and Hispanic populations will drive theme park growth
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- Figure 15: Population by race and Hispanic origin, 2006-16
- Number of U.S. households with children under 18 declines during last five years
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- Figure 16: Households by presence of children, 2000-10
- Minority segments more likely than whites to have kids under 18 living at home
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- Figure 17: Households, by race of householder and presence and ages of children, 2009
- Declines in median household incomes drives many to remain cautious
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- Figure 18: Median household income in inflation-adjusted dollars, 1999-2009
- Consumer confidence drops amid rising gas prices and Middle East tension
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- Figure 19: Consumer Sentiment index, March 2007- March 2011
- High gas prices likely to discourage travel
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- Figure 20: Weekly U.S. Regular Conventional Retail Gasoline Prices, Mar. 5, 2007-April 25, 2011
Leading Theme Parks
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- Key points
- Disney maintains dominance with major ad campaigns
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- Figure 21: Top 20 theme parks by attendance in North America, 2007-09
- Leading company profiles
- The Walt Disney Company
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- Figure 22: Worldwide Annual Revenues for Disney Parks and Resorts, 2008-10
- New Offerings
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- Figure 23: Disneyland Silly Symphony Swings attraction, April 2011
- Six Flags
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- Figure 24: Worldwide annual revenues for Six Flags Resorts and Parks, 2008-10
- New Offerings
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- Figure 25: Six Flags Dare Devil Dive roller coaster, April 2011
- Universal Studios
- New Offerings
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- Figure 26: Universal Studios Islands of Adventure Flight of the Hippogriff roller coaster, April 2011
- SeaWorld Parks and Entertainment
- New Offerings: SeaWorld, San Diego
- New Offerings: Busch Gardens, Virginia
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- Figure 27: Busch Gardens Mach Tower ride, April 2011
Innovations and Innovators
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- Rides
- Entertainment
- Disneyland—World of Color
- Disneyland—Mickey’s Soundsational Parade
- SeaWorld—One Ocean
- Niche parks and unique promotions
- Christian theme parks and attractions
- Disney’s “Give a Day, Get a Disney day” volunteer program
- Six Flags partners with a food bank
- Technology enhances the theme park experience
- Disney alleviates wait times and invests in crowd control
- Disney’s smartphone apps help visitors make the most of their day
Marketing Strategies
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- Some increased ad spending in 2009 to drive visitation in weak economy
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- Figure 28: Annual advertising expenditures at leading theme parks, 2008-09
- Disney sites get more traffic than competitors
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- Figure 29: Leading theme parks website and social media views guest activity, April 20, 2011
- Disney
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- Figure 30: Brand analysis of Disney
- Television advertising
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- Figure 31: Disney Parks television ad, 2011
- Figure 32: Walt Disney World television ad, 2011
- Website
- Social Media
- Six Flags
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- Figure 33: Brand analysis of Six Flags
- Television advertising
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- Figure 34: Six Flags Over Texas television ad, 2011
- Figure 35: Six Flags St. Louis ad, 2010
- Website
- Social media
- SeaWorld Parks and Entertainment (formerly Busch Entertainment Corporation)
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- Figure 36: Brand analysis of SeaWorld
- Television advertising
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- Figure 37: SeaWorld television ad, 2010
- Website
- Universal Studios
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- Figure 38: Brand analysis of Universal Studios
- Television advertising
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- Figure 39: Universal Studios television ad, 2010
- Website
Theme Park Attendance
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- Key points
- Parks primed for turnaround after dip in attendance
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- Figure 40: Last 12 month theme park visitation, May 2003-Sept. 2010
- Attendance rates shaped by age, presence of children, and income
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- Figure 41: Incidence of visiting a theme park in the past two years, by key demographics, Jan.-Feb. 2011
- Six Flags’ multiple parks attract many but Disney parks are biggest draw
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- Figure 42: Theme park visited most recently and parks visited in the last two years, Jan.-Feb. 2011
- Youngest adults are Six Flags’ biggest fans
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- Figure 43: Theme parks visited in the last two years, by age, Jan.-Feb. 2011
Teen Trends
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- Key points
- Teens are more than twice as likely as adults to have visited a theme park
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- Figure 44: Teens’ last 12 month theme park visitation, May 2004-June 2010
- Figure 45: Teens’ last 12 month theme park companionship, May 2004-June 2010
- Six Flags is most popular with teens
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- Figure 46: Teens’ last 12 month theme parks visited, May 2004-June. 2010
Attitudes Toward Amusement Parks
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- Key points
- The lure of new rides, shorter lines and grown-up entertainment
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- Figure 47: Incentives to visit and attitudes toward amusement parks, Jan.-Feb. 2011
- The internet and multipark passes offer opportunities for outreach
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- Figure 48: Ticket purchase and use, Jan.-Feb. 2011
- Young adults most enthusiastic parkgoers, most willing to pay for extra perks
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- Figure 49: Incentives to visit, attitudes toward amusement parks, and ticket purchase and use, by age, Jan.-Feb. 2011
- Income influences but doesn’t define spending decisions
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- Figure 50: Incentives to visit, attitudes toward amusement parks, and ticket purchase and use, by household income, Jan.-Feb. 2011
- Parents want to streamline, simplify and save
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- Figure 51: Incentives to visit, attitudes toward amusement parks, and ticket purchase and use, by presence of children in household, Jan.-Feb. 2011
- Parents enjoy going on rides with kids, want to make kids happy
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- Figure 52: Parents’ attitudes toward amusement parks, by gender, Jan.-Feb. 2011
Discounts and Deals
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- Key points
- Beating the sticker price becoming the standard
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- Figure 53: Discount tickets/coupons used for most recent theme park visit, by key demographics, Jan.-Feb. 2011
- The internet is by far the favorite source for discounts and coupons
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- Figure 54: Source of discount ticket/coupon for most recent theme park visit, by most recently visited theme park type, Jan.-Feb. 2011
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- Figure 55: Source of discount ticket/coupon for most recent theme park visit, by age and presence of children in household, Jan.-Feb. 2011
- Most plan ahead but may be open to last-minute deals
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- Figure 56: Timing for advance planning of most recent theme park visit, by key demographics, Jan.-Feb. 2011
Trip Length and Accommodations
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- Key points
- Youth go for the day, older adults opt to stay
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- Figure 57: Length of stay for most recent theme park visit, by age, Jan.-Feb. 2011
- Financial means determine trip duration
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- Figure 58: Length of stay for most recent theme park visit, by household income, Jan.-Feb. 2011
- Family-friendly accommodations, single-friendly attractions
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- Figure 59: Length of stay for most recent theme park visit, by presence and number of children in household, Jan.-Feb. 2011
- Lodging choices: cost versus convenience
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- Figure 60: Accommodation selection and used for most recent overnight theme park trip, by household income, Jan.-Feb. 2011
Beyond the Price of Admission
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- Key points
- Visitors pay to eat, drink and remember
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- Figure 61: Purchases during most recent theme park visit, by age, Jan.-Feb. 2011
- Household income generally doesn’t dictate park purchases
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- Figure 62: Purchases during most recent theme park visit, by household income, Jan.-Feb. 2011
- Kids a key factor in spending
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- Figure 63: Purchases during most recent theme park visit, by presence and number of children in household, Jan.-Feb. 2011
Race and Hispanic Origin
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- Key points
- Asians and Hispanics most likely to visit theme parks
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- Figure 64: Incidence of visiting a theme park in the past two years, by race/Hispanic origin, Jan.-Feb. 2011
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- Figure 65: Theme parks visited in the last two years, by race/Hispanic origin, Jan.-Feb. 2011
- New rides and entertainment have greatest appeal among blacks
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- Figure 66: Incentives to visit, attitudes toward amusement parks, and ticket purchase and use, by race/Hispanic origin, Jan.-Feb. 2011
- Black respondents most likely to use discounts
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- Figure 67: Discount tickets/coupons used for most recent theme park visit, by race/Hispanic origin, Jan.-Feb. 2011
- Figure 68: Source of discount ticket/coupon for most recent theme park visit, by race/Hispanic origin, Jan.-Feb. 2011
- Asians tend to plan farthest in advance
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- Figure 69: Timing for advance planning of most recent theme park visit, by race/Hispanic origin, Jan.-Feb. 2011
- Black respondents are most likely to be day trippers
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- Figure 70: Length of stay for most recent theme park visit, by race/Hispanic origin, Jan.-Feb. 2011
- Black respondents most likely to buy mementos, play games
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- Figure 71: Purchases during most recent theme park visit, by race/Hispanic origin, Jan.-Feb. 2011
Cluster Analysis
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- Value Vacationers
- Demographics
- Characteristics
- Opportunities
- Quick Trippers
- Demographics
- Characteristics
- Opportunities
- Admission Only
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 72: Theme park clusters, Jan.-Feb. 2011
- Figure 73: Incidence of visiting a theme park in the past two years, by theme park clusters, Jan.-Feb. 2011
- Figure 74: Length of stay for most recent theme park visit, by theme park clusters, Jan.-Feb. 2011
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- Figure 75: Purchases during most recent theme park visit, by theme park clusters, Jan.-Feb. 2011
- Figure 76: Discount tickets/coupons used for most recent theme park visit, by theme park clusters, Jan.-Feb. 2011
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- Figure 77: Incentives to visit, attitudes toward amusement parks, by theme park clusters, Jan.-Feb. 2011
- Figure 78: Ticket purchase and use, by theme park clusters, Jan.-Feb. 2011
- Cluster demographics
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- Figure 79: Theme park clusters, by gender, Jan.-Feb. 2011
- Figure 80: Theme park clusters by age, Jan.-Feb. 2011
- Figure 81: Theme park clusters by household income, Jan.-Feb. 2011
- Figure 82: Theme park clusters by race/Hispanic origin, Jan.-Feb. 2011
- Figure 83: Theme park clusters by presence/number of children in household, Jan.-Feb. 2011
- Cluster methodology
Custom Groups: Destination versus Regional Parks
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- Key points
- Regional parks lure the locals
- Regional park visitors less likely to plan and purchase online
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- Figure 84: Incentives to visit, attitudes toward amusement parks, ticket purchase and use, by most recently visited theme park type, Jan.-Feb. 2011
- Regional day trippers and destination overnighters
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- Figure 85: Length of stay for most recent theme park visit, by most recently visited theme park type, Jan.-Feb. 2011
- Regional park visitors locate off-park lodgings online
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- Figure 86: Most recent overnight theme park trip accommodations selection, by most recently visited theme park type, Jan.-Feb. 2011
- Making it memorable: moving merchandise at regional parks
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- Figure 87: Purchases during most recent theme park visit, by most recently visited theme park type, Jan.-Feb. 2011
Other Useful Consumer Tables
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- Theme park attendance
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- Figure 88: Incidence of visiting a theme park in the past two years, by region, Jan.-Feb 2011.
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- Figure 89: Theme parks visited in the last two years, by region, Jan.-Feb. 2011
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- Figure 90: Theme parks visited in the last two years, by marital status and presence of children in household, Jan.-Feb. 2011
- Attitudes toward amusement parks
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- Figure 92: Attitudes toward amusement parks, by marital status and presence of children in household, Jan.-Feb. 2011
- Parents’ attitudes toward amusement parks
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- Figure 93: Parents’ attitudes toward amusement parks, by number of children in household, Jan.-Feb. 2011
- Discounts and deals
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- Figure 94: Discount tickets/coupons used for most recent theme park visit, by region, Jan.-Feb. 2011
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- Figure 95: Most recent theme park visit discount tickets/coupons used, by marital status and presence of children in household, Jan.-Feb. 2011
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- Figure 96: Source of discount ticket/coupon for most recent theme park visit, by region, Jan.-Feb. 2011
- Trip length and accommodations
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- Figure 97: Length of stay for most recent theme park visit, by marital status, Jan.-Feb. 2011
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- Figure 98: Length of stay for most recent theme park visit, by region, Jan.-Feb. 2011
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- Figure 99: Accommodation selection and used for most recent overnight theme park trip, by gender, Jan.-Feb. 2011
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- Figure 100: Accommodation selection and used for most recent overnight theme park trip, by region, Jan.-Feb. 2011
- Beyond the price of admission
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- Figure 101: Purchases during most recent theme park visit, by gender, Jan.-Feb. 2011
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- Figure 102: Purchases during most recent theme park visit, by marital status and presence of children in household, Jan.-Feb. 2011
Appendix—Trade Associations
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