Embracing Change Keeping the public entertained is a demanding business By Marc-Yannick Ceyton Ancient wisdom reinvigorates marine theme park If your adversary is strong and it is unwise to launch a direct attack, look for gaps in their armour while defending yourself well. This tactical move, recommended in Sun Tsi's The Art of War appears to describe exactly the plan adopted by Ocean Park. With the impending launch of Hong Kong Disneyland and the proliferation of entertainment venues around the region, it was clear that competition would be intense, but Ocean Park has responded by devising a master plan to transform itself into the world 掇 premier marine-based theme park. According to Allan Zeman, Ocean Park's chairman, the time is right, after 28 years and welcoming 70 million visitors, to redevelop the landmark destination and make it once again the pride of Hong Kong. This ambitious project will involve the investment of HK$5.5 billion to improve the current facilities and add new attractions, and is forecast to generate up to 37,000 jobs in the park and surrounding areas. The first step was to decide on market positioning. A previous policy of "adding on when required" had left the park with a diversity of attractions but no clear direction. It was agreed to focus future expansion around a marine theme, in order to complement the Disney concept rather than compete head on. This would also give tourists two contrasting attractions to visit in Hong Kong and help to promote the city as a destination for family holidays. As the new plans are implemented, they will not only change the park, but may also herald a whole new phase of development for the southern side of Hong Kong Island Target markets Though the park drew a record total of over four million visitors last year, Mr Zeman's team has also sought to address the issue of service levels and public perceptions. Far from attracting just visitors from the mainland and overseas, he points out that almost 50 per cent of patrons are locals, including thousands who hold annual passes and treat Ocean Park as their backyard. However, in order to move with the times, extra guest-oriented services and major new attractions are being introduced. The objective is to pull in more mainland and other tourists, while providing new features and excitement for regular local visitors. Therefore, all frontline staff now receive training in Putonghua, which is used for some shows and programmes, and merchandise and food are also priced in yuan. Marketing and advertising campaigns have been conducted in both first and second-tier mainland cities. At the same time, some of the world's best theme park designers have been involved in designing spectacular waterfront and summit zones, which will ultimately feature more than 70 attractions and be linked by a high-speed funicular train. Within these zones, there will be various themed areas, including Aqua City, housing a spectacular aquarium, Thrill Mountain, a tropical aviary and Marine World. The latter will showcase killer whales, penguins, dolphins and sharks. These attractions will all be built by 2010 and the park will remain open throughout. Promoting education The management team will continue to uphold the park's unique responsibility of combining education with entertainment. They realise the importance of organising informative and fun programmes to teach the younger generation about the animal kingdom and the environment. Over the years, this has become an essential part of their mission and opened the eyes of countless school-age students to the wonders of the natural world. Recently, a Physics in Motion programme has been introduced for high school students, while placements are arranged to give undergraduates studying zoology and environmental sciences broader experience. With the boom in the tourism industry set to continue, Ocean Park has had to review its staffing policies. The management has adopted a more open and participative approach as a way of enhancing commitment and loyalty. Staff surveys, suggestion schemes and grievance procedures have been put in place. More training and better communication have encouraged team spirit, while part-time employees have been asked to contribute their ideas as well. As the new plans are implemented, they will not only change the park, but may also herald a whole new phase of development for the southern side of Hong Kong Island. Mr Zeman hopes, though, that the park's main purpose of providing a memorable experience for every single visitor is one thing that never changes. "A dolphin leaping out of the water transcends cultures and excites people of all ages and backgrounds," he says. Then and now Before Long-established and well-regarded venue for family entertainment Perception that some attractions were becoming outdated Services and facilities added on when required Facing increased competition from other theme parks and entertainment venues After Aim to become the world's premier marine-based theme park Investment in a HK$5.5 billion redevelopment and new attractions and services Putonghua training for frontline staff and special efforts made to attract mainland visitors Keen focus on educational programmes for school and university students More open and participative management to enhance staff commitment and loyalty Taken from Career Times 2 July 2005 Your comments are welcome at [email protected]