Disney Offers Glimpses of Shanghai Surprises
The Walt Disney Co on Wednesday unveiled details of its planned $5.5 billion theme park in Shanghai which it expects to open next year, with its top executive insisting "crowd management and safety" will be top priorities.
Robert Iger, Disney's chairman and chief executive, showed off a huge model of the resort at the Shanghai Expo Center on Wednesday, promising new attractions not found in its other resorts, calling the giant facility Disney's most technologically innovative park yet.
"We are building something truly special here in Shanghai that not only showcases the best of Disney's storytelling but also celebrates and incorporates China's incredibly rich heritage to create one-of-a-kind destination that will delight and entertain the people of China for generations to come."
Mounting interest among Chinese in the long-in-the-making resort has raised questions on whether the park and resort will be able to handle the huge crowds expected when it opens.
The chairman said: "We want the park to be fun and we also need it to be safe."
He said the company was an expert in crowd management, given its 60 years of managing millions of visitors to its parks and resorts globally.
In China, its latest ticketing technology will be employed. Visitors will be able to buy combined entry and transport tickets, and be carried right to the front gate of the park via subway.
The resort has also created a highly sophisticated mobile application that notifies visitors in advance of waiting times and other park information.
Featuring six themed lands, including Adventure Isle, Mickey Avenue and Tomorrowland, the resort is offering many features that are only available in Shanghai.
"And we designed Mickey Avenue using characters from many Disney films and stories over the years. I am sure they will all appeal to Chinese people.
"This park will have Disneyland at its heart, but will very much feel distinctly Chinese," said Iger.
Shanghai Disney Resort is a joint venture between Walt Disney (43 percent) and Shanghai Shendi Group (57 percent).
It consists of Shanghai Disneyland and two themed hotels, including the 420-room Shanghai Disneyland Hotel and the 800-room Toy Story Hotel.
Its features also include the Wishing Star Park, a recreational area with gardens and a lake.
Cultural considerations are included in its food and attractions, too, such as a garden mosaic depicting the 12 animals of the Chinese zodiac using images of Disney characters.
Iger said the park's launch will be the most exciting moment of his 41-year career at the company and that he has personally tasted every food item that would be offered in the facility.
Ben Cavender, principal at China Market Research Group, said: "It is absolutely vital to have dining options that appeal to Chinese visitors. I would guess the vast majority will be visitors from the mainland, so it makes sense to focus on their needs."
Disney has yet to reveal any information on ticket prices or the exact opening date, saying it is still carrying out research.
Cavender said it may consider implementing higher prices to control numbers and make park visits as pleasant an experience as possible－but said it would be a huge risk to price them too high.
"As long as they are able to get the experience right, then it should work. Otherwise they may alienate consumers who feel that they are not getting good value for money."
Iger said the Shanghai resort would not only stimulate interests from visitors, but also create more interest in the Disney brand across China.
Disney is anxious not only to generate visitor revenue, but also sales from its other business streams, such as movies, its chain of Disney English language training centers, and consumer products, which will be sold from a flagship store in Shanghai, its largest in the world.
The park, which Disney began building in 2011, is located in Pudong New Area. It is the centerpiece of a 20-square-kilometer tourism and resorts zone.
