University of Central Florida - DOC by Levone

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									University of Central Florida
Rosen College of Hospitality Management

Course: Course #: Class #: Semester: Date/Time: Location: Instructor:

Theme Park and Attraction Management HFT 4755, Section 0064 (3 credit hours) 88067 Fall 2006 Tuesday & Thursday 4:30 p.m. – 5:45 p.m. Rosen College of Hospitality Management room 107 Dr. Michael Scantlebury

Office Hours: Wednesday: 10:00 a.m. – 12:00 noon and 1:00 p.m. - 4:00 p.m. Office: Room 245

Meetings are also available by appointment. Telephone#: 407 903 8171 Fax#: E-mail: 407 903 8105 mscantle@mail.ucf.edu

COURSE DESCRIPTION & OBJECTIVES:
This course provides an in-depth study of the theme park and attraction industry, focusing on resources, ride operations, merchandising, food service, and architectural design. The major goal of the course is to familiarize students with the theme park and attraction industry. The course will focus on the organization and management functions of these large entertainment complexes and heritage and cultural attractions. The course will emphasize the application of class material to current industry trends. More specifically, the course's objectives include: (1) An introduction to the "big picture" of the theme park and attraction industry worldwide, including its characteristics, and contribution to the local economy. (2) An historical review of the theme park and attraction industry (3) An analysis of the structure and economic characteristics of the theme park and attraction industry (4) A review of the most significant managerial aspects of the theme park and attraction industry such as organizational structure, operation, planning, forecasting, human resources, foodservices, merchandising and financing.

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PREREQUISITES: HFT 1000 and Junior standing. COURSE PRESENTATION FORMAT: Instruction will take the form of a combination of lectures, class discussions, and guest presenters. COMMUNICATION: Email is the official method of communication of the UCF and this course is no exception. Students are therefore to ensure that their email addresses are current and correct and that they check their email accounts. TEXT: There is no textbook for this course however this syllabus contains a list of journal articles associated with each topic. These must be read as part of this course. These articles are available from the UCF library’s databases for articles & other information, while others are available through the UCF electronic journals. Additional reading material will be assigned during the course. ATTENDANCE POLICY: Attendance is mandatory. Individuals missing 3 classes for any reason except medical and family emergencies without notice to the instructor may have their final grade discounted by up to one full grade. GOLDEN RULE: Students are encouraged to obtain and read the University's publication, The Golden Rule. The instructor assumes that the student is familiar with this document. This booklet will serve as the guide to the administrative aspects of the course. The instructor will not tolerate academic dishonesty. In addition, the instructor would like to note that all work used in this class must be original in its design. Projects produced for other classes are not acceptable for this course. You may view the UCF Golden Rule at the following web address: http://www.goldenrule.sdes.ucf.edu/ In this course we will utilize “turnitin.com”. This is an automated system which instructors can use to quickly and easily compare each student’s assignment with billions of websites, and an enormous database of student papers. This database grows with each submission. Accordingly, you will be expected to submit all assignments in both hard copy and electronic format. After the assignment is processed, as the instructor I receive a report from turnitin.com that states if and how another author’s work was used in the assignment. For a more detailed look at this process visit http://www.turnitin.com. Should a situation of academic dishonesty occur, the instructor will follow the policy of the University of Central Florida.

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DISABILITIES: Reasonable accommodation for persons with disabilities will be made upon request to the instructor. However, it is the student’s responsibility to first register with the Student Disability Services office at the University of Central Florida. The Student Disability Services web address is: http://www.sds.sdes.ucf.edu The following information was taken from the Student Disability Services website on August 20, 2005. “To be eligible for disability related services, students must have a documented disability as defined by applicable federal and state laws…Students seeking accommodations are required to provide recent documentation from an appropriate health care provider or professional”. The student should provide this information to the Student Disability Services office. You may reach the Student Disability Services office by phoning (407) 823-2371 or TTY/TDD users telephone (407) 823-2116. CELLPHONE AND PAGER USE: Please ensure that all cellular phones and pagers are turned off prior to the start of ALL classes. The instructor reserves the right to confiscate any phones that go off during class. MEASURING ACHIEVEMENT: Marking scheme: ITEM 1 Quiz #1 2 Quiz #2 3 Quiz #3 4 Quiz #4 - Final exam 5 Research paper 6 Participation and attendance TOTAL POINTS 50 50 50 50 75 25 300

Four quizzes with quiz #4 being the final exam: There will be four quizzes with quiz #4 being the final exam. These will be a mixture of multiple choice, matching, true/false or short answers. THE INDIVIDUAL QUIZZES ARE NOT CUMULATIVE. Research Paper: You are a consultant who works with theme park and attractions. As an experienced professional with diverse skills in marketing, operations and project development your time is limited and valuable. You therefore have to select one (1) area from the list below where you will concentrate your efforts. A. THE MARKETING OF A THEME PARK OR ATTRACTION:  Describe the project which you have selected including the functions/services which are to be offered as part of the project.  Indicate the existing market/s where appropriate and identify and describe new target markets of your efforts, including an indication of the size of the market/s. 3

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Create a schedule of the strengths, weaknesses, opportunities and threats which might face your selected project from a marketing perspective. Provide an outline marketing plan which, in your best professional judgement, would place the selected project on sound financial footing. Such a plan should include some discussion of, not only the activities to be conducted in the marketing of the selected project, but also the rationale for the activities selected. The staffing required to maarket the enterprise and the suggested pricing for your experience should also be stated. It would be expected that some rationale would be provided for the activities selected and the pricing suggested. Discuss the challenges that might be expected in the marketing of your theme park or attraction.

B. THE OPERATION OF A THEME PARK OR ATTRACTION:  Describe the project which you have selected including the functions/services which are to be offered as part of the project.  Outline an overall corporate structure which you believe would benefit the operation and assist in its successful operation. You should indicate the rationale for your proposed structure.  Suggest an operating structure for the day-to-day financing of the operation, whether you would suggest the development of user fees, sponsorships, donations, partnerships, grants etc or any combination of these or others and why.  Suggest a staffing structure based on the nature of the functions which the project might undertake.  Discuss the challenges that might be expected in the operation of the theme park or attraction. C. THE DEVELOPMENT OF A THEME PARK OR ATTRACTION  Describe the project which you have selected including the functions/services which are to be offered as part of the project.  Indicate if there are any federal, state or municipal policies which might assist in the expeditious development of your project. If such policies exist, outline the policy and indicate how you might use the same to the advantage of the project.  Indicate the existing or proposed corporate structure of your operation, whether you would suggest the development of a not-for-profit, commercial venture or other type of venture and why. This has implications for the type of funding which would have to be raise for the development of the project. Some dicussion of funding options would be expected.  Indicate who might be users of the project and the benefits to the community.  Discuss the challenges that might be expected in the development of the theme park or attraction. Your paper and its conclusions must be not less than 10 pages and not more than 15 pages double spaced. The page count does not include the title page, appendices or references. Papers are to be typed in Times New Roman font and supported by at least ten (10) references from published materials. Inclusion of a larger number of references is encouraged. Of greater importance will be how material referenced is used to support the case being presented. References should be cited in accordance with the APA specifications, see www.apa.org 4

Regulations for assignments and exams: 1. Absence from an examination, quiz or test and late submission of assignments due to reasons of illness must be justified otherwise a penalty will be imposed. a. Students may advise their instructor directly and submit a medical certificate from the doctor who is treating them. b. If the medical problem is predictable, students must advise the instructor BEFORE the examination or date and time the assignments are due. c. If the problem is not predictable, students who do not write an examination, or who do not hand in an assignment on time, must submit a medical certificate within FIVE BUSINESS DAYS after the date of the examination or date on which the assignment was due. d. The instructor who accepts the reasons given by a student must set a date for a special examination or for handing in the assignment. 2. Absence or late submission for any other reasons must be justified in writing, no later than FIVE BUSINESS DAYS after the examination or the date on which the assignment is due. Reasons such as travel, employment, and misreading the examination schedule are not acceptable. 3. Students who have been authorized to miss a final or supplemental examination, or to defer the date on which an assignment is due for an acceptable reason, will be allowed to write the deferred examination or to defer the date that an assignment is due to a date chosen by the instructor. 4. Individuals who miss lectures, videos or other presentations are expected to make arrangements with fellow students to obtain notes on the material presented. 5. The research paper will be due by 5:00 p.m. of the day indicated. Late papers will be penalized 10% per day, starting the day after the due date. 6. Acceptance of late papers is at the sole discretion of the instructor. Special requirements/ conditions: The instructor reserves the right to alter the schedule of classes or syllabus in consultation with the class if it is determined that such a change will benefit the class. Quizzes/exams, and research paper submissions will not be conducted at dates earlier than indicated in the tentative class schedule, but may be postponed at the discretion of the instructor in consultation with the class. EVALUATION AND GRADING: The final grades will apply the following Plus/Minus grading system as explained below:
94% through 100% = A 90% through 93% = A87% through 89% = B+ 83% through 86% = B 80% through 82% = B77% through 79% = C+ 73% through 76% = C 70% through 72% = C67% through 69% = D+ 63% through 66% = D 60% through 62% = DBelow 60% = F

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TENTATIVE SCHEDULE OF TOPICS AND READINGS Week/Date Aug 22-24 Topic to be covered & Readings Welcome, Introduction and Expectations Theme Parks and Attractions: A Global Perspective:  Benz, Matthew, (2002) Amusement parks: Worldwide development: Park industry recalibrates growth rates, Amusement Business, 114 (27) 5.    Editorial (2004). Top 50 North American Amusement/Theme Parks. Amusement Business. 116 (29): 16-18. Koranteng, Juliana (2004). Asia/Pacific, Europe up; Latin America slips a bit. Amusement Business. 116 (29): 12-14. Editorial (2004). Top 10 Amusement/Theme Park Chains Worldwide. Amusement Business. 116 (29): 13.

Wk 1:

Wk 2:

Aug 29-31

The Concept of Theming:  Rubin, Judith (2001). “Theming by Any Other Name.” Funworld. 17(4): 42-47. The Notion of Theme Parks and Leisure:  Formica, Sandro. and Olsen, Michael D.. (1998). Trends in the Amusement park industry. International Journal of Contemporary Hospitality Management, 10 (7) 297308.

Wk 3:

Sept 5-7

SEPT 4: LABOR DAY HOLIDAY Historical Perspective: The Evolution of Theme Parks from the Traditional Amusement Parks:  Formichelli, Linda (2000). Rocketing into the Past with America’s Oldest Amusement Parks. Funworld. 16(9): 46-50.  Weinstein, Raymond M. (1992) Disneyland and Coney Island: reflections on the evolution of the modern amusement park, Journal of Popular Culture 26 (1) 131-164.

Wk 4:

Sept 12-14

External Environment of the Theme Park Industry:  Miller, Keith (2004). All aboard. Funworld. 20(3): 26-31.   Kazdoy, Amanda (2005). Cultural Divide: How Universal Studios Japan and Tokyo Disneyland Reconcile Two Vastly Different Cultures. Funworld. 21(2): 47-49. Connors, Corey (2004). Legislation Would Set Minimum Age for Operators. Funworld. 20(7): 27.

QUIZ #1

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TENTATIVE SCHEDULE OF TOPICS AND READINGS Week/Date Sept 19-21 Topic to be covered & Readings The Planning Process of a new Theme Park:  Laister, Nick (2005) Is your park going to plan? Park World, Oct 2005, p. 26-28  Wanhill, Stephen (2002) Creating themed entertainment attractions: a Nordic perspective, Scandinavian Journal of Hospitality and Tourism 2 (2) 123-144 see pages 129 to 135 Economics Research Associates (1967) Economic Impact of Disney World on Florida, prepared for Walt Disney World, (Found in the UCF Rosen Library Harrison “Buzz” Price Collection) Knipp, Stephen (2005). The Magic Kingdom Comes to the Middle Kingdom. Funworld. 21(2): 32-37.

Wk 5:

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Wk 6:

Sept 26-28

Architectural Design and Landscaping:  Theme Work, How Architects and Designers shape the visitor experience, TEA/EM Magazine Tourist Attractions and Parks Nov 2005, 35 (7) 190-194.  Clarke, Adrian (2005) Fresh Takes on Design, Tourist Attractions and Parks Feb/Mar 2005 35 (2) 124-130

Wk 7:

Oct 3-5

The Theme Park Product:  Roller Coasters: Myer, Jessica (2003). The Great G Force Controversy. Funworld. 19(3): 30-35.          Miller, Keith (2004). On the Cutting Edge of your Seat. Funworld. 20(7): 31-36. Schoolfield, Jeremy (2005). King of the Jungle. Funworld. 21(8): 74-75. Schoolfield, Jeremy (2005). Coaster of Prey. Funworld. 21(8): 76-77. Animatronics: Elliott, Frank (2003). Move it or Loose it. Funworld. 19(4): 36-41. O’Brien, Tim (2005). Mastering the Craft: Sally Corporation. Funworld. 21(8): 44-48. Dark Rides: Bederka, Mike (2003). To the Extreme. Funworld. 19(6): 45-49. Elliott, Frank (2003) When the Lights Go Out. Funworld. 19(10): 42-57. Entertainment: Wolf, Paige (2003). Tough Act to Follow. Funworld. 19(4): 56-60. Mascots and Characters: Gerson, Vicki (1996). From Frogs to Futuristic Aliens: Mascots. Funworld. 12(4): 4248.

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TENTATIVE SCHEDULE OF TOPICS AND READINGS Week/Date Oct 10-12 Topic to be covered & Readings Organizational Structure and Management:  Training for the times. Tourist attractions & Parks, Jan 2005, 35(1) 128-137

Wk 8:

QUIZ #2
Wk 9: Oct 17-19 Operational Issues:  Indoor Amusement Parks: Elliott, Frank (2003). The Inside Scoop. Funworld. 19(2): 63-67.     Park Profile: Hardwig, Bill (2001). Busch Gardens. Funworld. 17(6): 28-37. Ride operations: O’Brien, Tim (2005) Standing Guard, Funworld. 21 (2): Safety and Security: Elliott, Frank (2003). Tight Security. Funworld. 19(3): 58-63. Customer Service: Laila, Rach (2001). Customer Service in the Digital Age. Funworld. 17(2): 18.

Wk 10:

Oct 24-26

Theme Park Merchandising:  Sherborne, Pam (2002). Setting Up a Retail Program. Funworld. 18(6): 31-39.   Jackins, Marty (2001). Turning Browsers Into Buyers. Funworld. 17(5): 28-32. Bederka, Mike (2004). A Lasting Memory. Funworld. 20(4): 38-40.

Wk 11: Oct 31- Nov 2 Theme Park Food Services:  Elliott, Frank (2002). Food for Thought: Bring Franchise into your Park. Funworld. 18(5): 60-63.  Wk 12: Nov 7-9 Brill, Louis M. (1996). Dive into Theme Restaurants. Funworld 12(5):42-48.

Theme Park Marketing:  Elliott, Frank (2003). Always Clip Your Coupons. Funworld. 19(6): 95.    Pei, Paul (2003). What a Little Whiskers can do for Your Image. Funworld. 19(7): 52. Elliott, Frank (2003). Setting their Sites. Funworld. 19(6): 37-40. Miller, Keith (2005). A Mature Industry: Parks are Finding Innovative Ways to Cater for Older Guests. Funworld. 21(4): 26-30.

QUIZ #3
NOV 10-11 VETERANS DAY HOLIDAY

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TENTATIVE SCHEDULE OF TOPICS AND READINGS Week/Date Wk 13: Nov 14-16 Topic to be covered & Readings Theme Park Human Resource Management:  Milman, Ady (2003). “Hourly Employee Retention in Small and Medium Attractions.” International Journal of Hospitality Management. 22 (1): 17-35.    Getlan, Michael (2000). Hire a Smile. Funworld. 16(7): 17. Carothers, Scott (2003). The Motivation Game. Funworld. 19(6):25. Futrell, Jim (2005). Keep them Smiling: Facilities are always perfecting their employee retention program. Funworld. 21(7): 81-82.

Wk 14:

Nov 21-23

Finance and Accounting:  Broom, Tol, J. (1998). Financing Fun – Management Alternative Financing. Funworld. 14(7): 100-111. Nov 21: RESEARCH PAPERS DUE Nov 23-24 THANKSGIVING HOLIDAY

Wk 15:

Nov 28-30

The Future of Theme Parks:  Milman, Ady (2001). The Future of the Theme Park and Attraction Industry: A Management Perspective. Journal of Travel Research. 40 (2): 139-147.  Walker, Ezell Stanley (2000). The Attractions World of Tomorrow. Funworld..16(7): 42-49.

QUIZ #4-FINAL EXAM: THURSDAY DECEMBER 7, 2006 4:00 p.m. to 5:00 p.m.

MS/s 08-15-06

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