Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of theme parks, at current prices, 2007-17
- Market drivers
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- Figure 2: Expenditures per theme park visitor age 12 or older, at current prices, 2007-12
- Leading companies
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- Figure 3: Leading theme park companies, attendance 2011-12, past 12 month visitation incidence, March 2013
- The consumer
- About one in five adults have visited in the past 12 months; two in three teens
- More than half stayed overnight during most recent trip
- More than nine in 10 visitors made other purchases while in park
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- Figure 4: Most recent theme park visit purchases, by most recently visited theme park – regional vs. destination, March 2013
- Theme park behaviors related to technology, paying extra for perks, and looking for savings
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- Figure 5: Theme park behaviors regarding technology, paying extra, and looking for savings, March 2013
- Attitudes toward technology, paying extra, and looking for savings at theme parks
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- Figure 6: Agreement with attitudes toward technology, paying extra, and looking for savings at theme parks, March 2013
- What we think
Issues and Insights
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- Fewer teens visiting theme parks compared with five years ago
- The issues:
- The implications:
- Gaming-based attractions could attract a new audience
- The issues:
- The implications:
- How should theme parks address waiting in lines?
- The issues:
- The implications:
- What regional parks can do to compete with destination parks
- The issues:
- The implications:
Trend Application
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- Inspire Trend: Make It Mine
- Inspire Trend: Locavore
- Mintel Futures: Human
Market Size and Forecast
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- Key points
- Theme park revenue growth steady following recession
- Boost in attendance, increased spending spur theme park growth
- Sales and forecast of the theme park market
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- Figure 7: Total U.S. sales and forecast of theme parks, at current prices, 2007-17
- Figure 8: Total U.S. sales and forecast of theme parks, at inflation-adjusted prices, 2007-17
- Fan chart forecast for theme parks
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- Figure 9: Total U.S. sales and fan chart forecast of theme parks, at current prices, 2007-17
Market Drivers
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- Key points
- Population drivers
- Steady population growth through 2017 creates larger consumer base
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- Figure 10: Total U.S. population trends and projections, 2008-18
- Number of 35-54s declines by 2018, population aged 55+ increases
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- Figure 11: Total U.S. population by age, 2008-18
- Decline in households with children could have a negative impact
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- Figure 12: Total U.S. households, by presence of own children, 2002-12
- Growth in Hispanic and Asian populations drives theme park attendance
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- Figure 13: Total U.S. population change by race/ Hispanic origin, 2008-13, 2013-18, 2008-18
- Economic and industry drivers
- Theme park sales tied to economy, consumer confidence
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- Figure 14: Consumer sentiment and theme park market value, 2007-13
- Average daily expenditures at theme parks up for the past two years
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- Figure 15: Expenditures per theme park visitor age 12 or older, at current prices, 2007-12
Demographics of Theme Park Goers
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- Key points
- More than one in five have visited a theme park in the last 12 months
- 18-44s, those with household incomes of $75K+ most likely to visit theme parks
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- Figure 16: Adults' past 12 month theme park visitation, by gender, age, and household income, October 2011-November 2012
- Larger households with children headed by married couples most likely to visit
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- Figure 17: Adults' past 12 month theme park visitation, by presence of children in household, marital status and presence of children, and household size, October 2011-November 2012
- About one quarter of Hispanics and Asians are theme park goers
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- Figure 18: Adults' past 12 month theme park visitation, by race/Hispanic origin, October 2011-November 2012
- Lifestyle segmentation analysis confirms general trends
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- Figure 19: Adults' past 12 month theme park visitation, by select Mosaic segments, October 2011-November 2012
- More than two thirds of teens visited a theme park in the last 12 months
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- Figure 20: Teens' past 12 month theme park visitation, by gender and age, October 2011-November 2012
- Eight in 10 kids aged 6-11 have been to a theme park
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- Figure 21: Kids' theme parks visitation, October 2011-November 2012
Competitive Context
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- National parks, camping could attract crowds from theme parks
- Professional sports events offer thrills for some
- A cruise could take the place of a destination theme park vacation
- Las Vegas thrills rival those of destination parks
Leading Theme Parks
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- Overview
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- Figure 22: Leading theme park companies, attendance 2011-12, past 12 month visitation incidence March 2013
- The Walt Disney Company
- New Offerings
- Six Flags
- New Offerings
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- Figure 23: Full Throttle roller coaster, Six Flags Magic Mountain, May 2013
- Universal Studios
- New Offerings
- SeaWorld
- New Offerings
- Busch Gardens
- New Offerings
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- Figure 24: Verbolten roller coaster, Busch Gardens, Williamsburg, Va., May 2013
- Cedar Point
- New Offerings
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- Figure 25: GateKeeper roller coaster, Cedar Point, Sandusky, Ohio, May 2013
Attendance Trends
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- Key points
- Top North American theme parks’ attendance up for third year in a row
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- Figure 26: Attendance to the top 20 theme parks in North America, 2007-12
- Figure 27: Top 20 theme parks in North America, by attendance, 2011 and 2012
- Share of teens who visit theme parks has declined
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- Figure 28: Adults’ and teens’ past 12 month theme park visitation, kids' theme parks visitation incidence, 2007-12
Innovations and Innovators
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- New rides, attractions keep theme parks competitive
- Six Flags goes to new heights
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- Figure 29: Six Flags Magic Mountain, Full Throttle roller coaster, 2013
- SeaWorld gets interactive
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- Figure 30: SeaWorld Orlando, Antarctica: Empire of the Penguin concept, 2013
- Universal transforms
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- Figure 31: Universal Studios Hollywood, Calif., Transformers: The Ride-3D, April 2012
- Wooden mixes with steel
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- Figure 32: Silver Dollar City, Branson, Mo., Outlaw Run roller coaster, August 2012
- Disney embraces technology, enhances experience
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- Figure 33: Disney “Glow with the Show” ears, May 2013
- Figure 34: Disney food-inspired air fresheners, October 2012
- Variable pricing could help manage crowds, boost profits
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- Figure 35: LEGOLAND Florida, variable pricing, February 2013
- LEGOLAND hotel focuses on kids
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- Figure 36: LEGOLAND Hotel, Carlsbad, Calif., April 2013
- New concept in theme parks could appeal to kids, parents, educators
Marketing Strategies
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- Overview
- Disney
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- Figure 37: Brand Analysis of Disney, 2013
- Television Advertising
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- Figure 38: Disney TV Ad, “New Adventures,” 2013
- Figure 39: Disney TV Ad, “Rodriguez Family Vacation,” 2013
- Website
- Promotions and events
- Direct marketing
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- Figure 40: Walt Disney World consumer direct mail, January 2013
- Figure 41: Disneyland consumer direct mail, December 2012
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- Figure 42: Disney “A World of Adventure Awaits” Print Ad, March 2013
- Six Flags
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- Figure 43: Brand Analysis of Six Flags, 2013
- Television Advertising
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- Figure 44: Six Flags TV Ad, “Go Big,” 2013
- Website
- Events
- Universal Studios
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- Figure 45: Brand Analysis of Universal Studios, 2013
- Television Advertising
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- Figure 46: Universal Studios TV Ad, “Meaningful Vacation,” 2013
- Figure 47: Universal Studios TV Ad, “Can You Survive,” 2013
- Website
- SeaWorld
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- Figure 48: Brand Analysis of SeaWorld, 2013
- Television Advertising
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- Figure 49: SeaWorld TV Ad, “Empire of the Penguin,” 2013
- Website
- Busch Gardens
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- Figure 50: Brand Analysis of Busch Gardens, 2013
- Television advertising
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- Figure 51: Busch Gardens TV Ad, “Natural Habitat,” 2013
- Website
- Cedar Point
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- Figure 52: Brand Analysis of Cedar Point, 2013
- Television advertising
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- Figure 53: Cedar Point TV Ad, “Come and Go,” 2013
- Website
Social Media – Theme Parks
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- Key points
- Key social media metrics
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- Figure 54: Key brand metrics, theme park brands, April 2013
- Market overview
- Brand usage and awareness
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- Figure 55: Usage and awareness of selected theme park brands, March 2013
- Interaction with brands
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- Figure 56: Interaction with selected theme park brands, march 2013
- Online conversations
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- Figure 57: Selected Cedar Point Twitter mentions, April 2013
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- Figure 58: Percentage of consumer conversation by selected theme park brands, April 2-May 1, 2013
- Figure 59: Online mentions, selected theme park brands, percentage of daily mentions, by day, April 2-May 1, 2013
- Where are people talking about theme park brands?
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- Figure 60: Mentions by page type, selected theme park brands, percentage of daily mentions, April 2-May 1, 2013
- What are people talking about?
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- Figure 61: Mentions by type of conversation, selected theme park brands, April 2-May 1, 2013
- Figure 62: Major areas of discussion surrounding theme park brands, percentage of daily mentions, by day, April 2-May 1, 2013
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- Figure 63: Major areas of discussion surrounding theme park brands, by page type, April 2-May 1, 2013
- Brand analysis
- Disney Parks
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- Figure 64: Disney Parks key social media indicators, May 2013
- Key online campaigns
- What we think
- Six Flags
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- Figure 65: Six Flags key social media indicators, May 2013
- Key online campaigns
- What we think
- Universal Studios
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- Figure 66: Universal Studios key social media indicators, May 2013
- Key online campaigns
- What we think
- SeaWorld
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- Figure 67: SeaWorld key social media indicators, May 2013
- Key online campaigns
- What we think
- Busch Gardens
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- Figure 68: Busch Gardens key social media indicators, May 2013
- Key online campaigns
- What we think
- Cedar Point
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- Figure 69: Cedar point key social media indicators, May 2013
- Key online campaigns
- What we think
Theme Parks Use and Awareness
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- Key points
- Incidence of visits to destination or regional theme parks is similar
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- Figure 70: Theme parks use and awareness, March 2013
- Those from households earning $75K-99K are most likely to visit
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- Figure 71: Type of theme parks visited in the last 12 months, by household income, March 2013
- Theme park goers are not necessarily park loyal
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- Figure 72: Theme parks visited within last three years, by most recently visited type of theme park – regional vs. destination, March 2013
- Disney parks and Six Flags are top destinations
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- Figure 73: Most recently visited theme park, March 2013
- Older adults go for the destination and Disney; 18-24s, to Six Flags
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- Figure 74: Most recently visited theme park, by age, March 2013
Attitudes Toward Theme Parks and Preferences
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- Key points
- Half are drawn to theme parks by new attractions
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- Figure 75: Attitudes toward theme parks and preferences, by age, March 2013
- Theme parks aren’t just for families with children
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- Figure 76: Agreement that theme parks are only for families with children, by gender, age, and household income, March 2013
Overnight Stays, Accommodations, and Reservations
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- Key points
- More than half stayed overnight for their most recent theme park visit
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- Figure 77: Most recent theme park visit – overnight stay or day trip, by most recently visited type of theme park – regional vs. destination, March 2013
- Incidence of overnight stays generally increases with age
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- Figure 78: Most recent theme park visit – overnight stay or day trip, by age, March 2013
- Overnighters most likely to stay at unaffiliated off-park properties
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- Figure 79: Most recent theme park visit overnight accommodations type, by most recently visited type of theme park – regional vs. destination, March 2013
- Three in 10 search online for best price when selecting accommodations
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- Figure 80: Most recent theme park visit overnight accommodations reservations, March 2013
Most Recent Theme Park Visit Companionship
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- Key points
- Couples, families enjoy a trip to the theme park
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- Figure 81: Most recent theme park visit companionship, March 2013
- Demographics play a role in theme park companionship
- Top theme parks’ attendees visit with different types of companions
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- Figure 82: Most recent theme park visit companionship, by most recently visited theme park, March 2013
- Teens visit with parents about half of the time; with friends one third of the time
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- Figure 83: Teens' most recent theme park visit companionship, October 2011-November 2012
Most Recent Theme Park Visit Purchases
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- Key points
- Nearly all buy additional items in park; concessions are top purchase
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- Figure 84: Most recent theme park visit purchases, March 2013
- Souvenirs popular at destination parks; games win at regional parks
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- Figure 85: Most recent theme park visit purchases, by most recently visited theme park – regional vs. destination, March 2013
- Millennials, families make most theme park purchases
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- Figure 86: Number of purchases during most recent theme park visit, by age, March 2013
Technology at Theme Parks
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- Key points
- Tech advancements unused by most, strong interest indicates opportunity
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- Figure 87: Technology use at theme parks, March 2013
- Most desire wait time management systems
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- Figure 88: Attitudes toward technology at theme parks, by age, March 2013
Paying Extra for Perks at Theme Parks
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- Key points
- Most are not interested in paying extra for perks
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- Figure 89: Willingness to pay extra for perks at theme parks, March 2013
- Theme park goers want a level playing field when it comes to waiting
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- Figure 90: Attitudes toward paying for extras/waiting in lines, by age, March 2013
Looking for Savings at Theme Parks
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- Key points
- Discounted admission is nearly the norm
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- Figure 91: Looking for discounts/ways to save money at theme parks, March 2013
- Theme parks may need to work at improving value for money image
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- Figure 92: Attitudes toward the importance of discounts and the cost to visit theme parks, by age, March 2013
Impact of Race and Hispanic Origin
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- Key points
- More Asians and Hispanics visit Disneyland than any single other park
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- Figure 93: Theme parks visited in the last 12 months, by race/Hispanic origin, October 2011-November 2012
- Black theme park goers least likely to visit with spouse
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- Figure 94: Most recent theme park visit companionship, by race/Hispanic origin, March 2013
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- Figure 95: Marital status of African-Americans and other races, 2010
- Blacks more likely to commemorate visit with photos, play games
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- Figure 96: Most recent theme park visit purchases, by race/Hispanic origin, March 2013
- Hispanics in tune with tech; blacks make concessions for discounts
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- Figure 97: Theme park payment behaviors and technology use, by race/Hispanic origin, March 2013
Appendix – Market Drivers Tables
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- Figure 98: U.S. resident population, 2000-18
- Figure 99: Total U.S. population by age, 2008-18
- Figure 100: Total U.S. households, by presence of own children, 2002-12
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- Figure 101: Total U.S. population by race/ Hispanic origin, 2008-18
- Figure 102: Expenditures per theme park visitor age 12 or older, at current prices, 2007-12
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Appendix – Demographics of Theme Park Goers
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- Demographics of adult theme park goers
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- Figure 103: Adults' past 12 month theme park visitation, by gender, age, and household income, October 2011-November 2012
- Figure 104: Adults' past 12 month theme park visitation, by presence of children in household, marital status and presence of children, and household size, October 2011-November 2012
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- Figure 105: Adults' past 12 month theme park visitation, by race/Hispanic origin, October 2011-November 2012
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- Figure 106: Adults' theme parks visited in the last 12 months, by gender, October 2011-November 2012
- Demographics of Mosaic Segments
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- Figure 107: Select Mosaic segments, by gender, age, and household income, October 2011-November 2012
- Figure 108: Select Mosaic segments, by race/Hispanic income, October 2011-November 2012
- Figure 109: Select Mosaic segments, by marital status and presence of children in household, October 2011-November 2012
- Figure 110: Adults' past 12 month theme park visitation, by select Mosaic segments, October 2011-November 2012
- Demographics of teen and kid theme park goers
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- Figure 111: Teens' past 12 month theme park visitation, by gender and age, October 2011-November 2012
- Figure 112: Teens' theme parks visited in the last 12 months, by gender, October 2011-November 2012
Appendix – Attendance Trends
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- Figure 113: Adults' past 12 month theme park visitation, January 2006-November 2012
- Figure 114: Teens' past 12 month theme park visitation, January 2006-November 2012
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- Figure 115: Kids' any incidence of theme parks visitation, January 2006-November 2012
- Figure 116: Kids' theme parks visitation, by park, January 2006-November 2012
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Appendix – Social Media – Theme Parks
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- Usage and awareness
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- Figure 117: Theme parks awareness, March 2013
- Figure 118: Disney parks awareness, by demographics, March 2013
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- Figure 119: SeaWorld awareness, by demographics, March 2013
- Figure 120: Universal Studios awareness, by demographics, March 2013
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- Figure 121: Six Flags awareness, by demographics, March 2013
- Figure 122: Busch Gardens awareness, by demographics, March 2013
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- Figure 123: Cedar Point awareness, by demographics, March 2013
- Activities done
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- Figure 124: Activities done, March 2013
- Figure 125: Disney parks – Activities done, part 1, by demographics, March 2013
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- Figure 126: Disney parks – Activities done, part 2, by demographics, March 2013
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- Figure 127: SeaWorld – Activities done, part 1, by demographics, March 2013
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- Figure 128: SeaWorld – Activities done, part 2, by demographics, March 2013
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- Figure 129: Universal Studios – Activities done, part 1, by demographics
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- Figure 130: Universal Studios – Activities done, part 2, by demographics
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- Figure 131: Six Flags – Activities done, part 1, by demographics, March 2013
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- Figure 132: Six Flags – Activities done, part 2, by demographics, March 2013
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- Figure 133: Busch Gardens – Activities done, part 1, by demographics, March 2013
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- Figure 134: Busch Gardens – Activities done, part 2, by demographics, March 2013
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- Figure 135: Cedar Point – Activities done, part 1, by demographics, March 2013
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- Figure 136: Cedar Point – Activities done, part 2, by demographics, March 2013
- Online conversations
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- Figure 137: Percentage of consumer conversation, by selected theme park brands, April 2-May 1, 2013
- Figure 138: Online mentions, selected theme park brands, percentage of daily mentions, by day, April 2-May 1, 2013
- Figure 139: Mentions, by page type, selected theme park brands, percentage of daily mentions, April 2-May 1, 2013
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- Figure 140: Mentions, by type of conversation, selected theme park brands, April 2-May 1, 2013
- Figure 141: Major areas of discussion surrounding theme park brands, percentage of daily mentions, by day, April 2-May 1, 2013
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- Figure 142: Major areas of discussion surrounding theme park brands, by page type, April 2-May 1, 2013
Appendix – Theme Parks Use and Awareness
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- Figure 143: Past 12 month theme park visitation incidence and type – regional vs. domestic, by gender, March 2013
- Figure 144: Past 12 month theme park visitation incidence and type – regional vs. domestic, by age, March 2013
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- Figure 145: Past 12 month theme park visitation incidence and type – regional vs. domestic, by household income, March 2013
- Figure 146: Past 12 month theme park visitation incidence and type – regional vs. domestic, by race/Hispanic origin, March 2013
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- Figure 147: Past 12 month theme park visitation incidence and type – regional vs. domestic, by marital status and presence of children in household, March 2013
- Figure 148: Past three year theme park visitation incidence and type – regional vs. domestic, by gender, March 2013
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- Figure 149: Past three year theme park visitation incidence and type – regional vs. domestic, by age, March 2013
- Figure 150: Past three year theme park visitation incidence and type – regional vs. domestic, by household income, March 2013
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- Figure 151: Past three year theme park visitation incidence and type – regional vs. domestic, by race/Hispanic origin, March 2013
- Figure 152: Past three year theme park visitation incidence and type – regional vs. domestic, by presence of children in household, March 2013
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- Figure 153: Past three year theme park visitation incidence and type – regional vs. domestic, by parent and presence of children in household, March 2013
- Figure 154: Most recently visited theme park, March 2013
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- Figure 155: Most recently visited theme park, by gender, March 2013
- Figure 156: Most recently visited theme park, by household income, March 2013
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- Figure 157: Most recently visited theme park, by race/Hispanic origin, March 2013
- Figure 158: Most recently visited theme park, by presence of children in household, March 2013
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Appendix – Overnight Stays, Accommodations, and Reservations
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- Figure 159: Most recent theme park visit overnight accommodations and reservations, March 2013
- Figure 160: Most recent theme park visit overnight accommodations and reservations, by gender, March 2013
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- Figure 161: Most recent theme park visit overnight accommodations and reservations, by age, March 2013
- Figure 162: Most recent theme park visit overnight stay, by household income, March 2013
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- Figure 163: Most recent theme park visit overnight accommodations and reservations, by household income, March 2013
- Figure 164: Most recent theme park visit overnight accommodations and reservations, by most recently visited theme park type – destination vs. regional, March 2013
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Appendix – Most Recent Theme Park Visit Companionship
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- Figure 165: Most recent theme park visit companionship, March 2013
- Figure 166: Most recent theme park visit companionship, by gender, March 2013
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- Figure 167: Most recent theme park visit companionship, by age, March 2013
- Figure 168: Most recent theme park visit companionship, by household income, March 2013
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- Figure 169: Teens' most recent theme park visit companionship, October 2011-November 2012
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Appendix – Most Recent Theme Park Visit Purchases
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- Figure 170: Most recent theme park visit purchases, March 2013
- Figure 171: Most recent theme park visit purchases, by gender, March 2013
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- Figure 172: Most recent theme park visit purchases, by age, March 2013
- Figure 173: Most recent theme park visit purchases, by household income, March 2013
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- Figure 174: Most recent theme park visit purchases, by most recently visited theme park destination vs. regional park, March 2013
- Figure 175: Most recent theme park visit purchases, by parent and presence of children in household, March 2013
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- Figure 176: Number of purchases during most recent theme park visit, by age, March 2013
- Figure 177: Number of purchases during most recent theme park visit, by parents with children and age, March 2013
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Appendix – Behaviors at Theme Parks
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- Figure 178: Theme park payment behaviors and technology use, March 2013
- Figure 179: Theme park payment behaviors and technology use, by age, March 2013
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- Figure 180: Theme park payment behaviors and technology use, by household income, March 2013
- Figure 181: Theme park payment behaviors and technology use, by presence of children in household, March 2013
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- Figure 182: Theme park payment behaviors and technology use, by theme parks usage, March 2013
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Appendix – Attitudes Toward Theme Parks
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- Figure 183: Attitudes toward theme parks, by gender, March 2013
- Figure 184: Attitudes toward theme parks, by age, March 2013
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- Figure 185: Attitudes toward theme parks, by household income, March 2013
- Figure 186: Attitudes toward theme parks, by race/Hispanic origin, March 2013
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- Figure 187: Attitudes toward theme parks, by parental status by gender, March 2013
- Figure 188: Attitudes toward theme parks, by visited a regional vs. destination theme parks in past 12 months vs. 3 years, March 2013
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Appendix – Trade Associations
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