Dis­ney of­fers glimpses of Shang­hai sur­prises

China Daily (Canada) - - FRONT PAGE -

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). GAR­DENS OF IMAG­I­NA­TION

It con­sists of Shang­hai Dis­ney­land and two themed ho­tels, in­clud­ing the 420room 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

FAN­TA­SY­LAND 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

MICKEY AV­ENUE 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.

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