案例库 · 战略与领导 · 战略决策 · 1989–1990
这条还没译成中文，下面是英文原文。
Big Bang Schtroumpf aimed for 1.8M visitors and drew 700,000
The 720M-franc Smurfs theme park opened in Lorraine in 1989 needing 1.1M visitors a year; it drew 700,000, then 380,000, and went bust in October 1990.
Big Bang Schtroumpf · Sorepark · 1990-10
怎么回事
Big Bang Schtroumpf opened on 9 May 1989 at Hagondange in Lorraine — a 720-million-franc park built on former steelworks land, themed around the Smurfs, designed with architects from Walt Disney World and backed by a 50-million-franc state subsidy. It needed 1.1 million visitors a year to break even and projected 1.8 million.
The crowds never came. First-year attendance was 700,000, and the German visitors meant to be 45 percent of the gate made up 8 percent. The 1989 season lost 240 million francs; debt reached nearly 420 million by year-end, and half the staff were let go before the first financial year was out.
Season two drew just 380,000. The park closed on 7 October 1990 and was placed into court-ordered bankruptcy on 26 October with losses of nearly 107 million francs. In December, Belgian operator Walibi bought the site for 55 million francs against 720 million of investment, and reopened it as Walibi Schtroumpf in April 1991.
为什么会这样
- The break-even line was drawn in a boom: 1.1M visitors for a valley whose steel economy was shrinking.
- The cross-border bet failed: Germans were planned as 45% of the gate and made 8%.
- Soft costs ate the budget: design, management and legal fees ran to about 55% of the investment.
教训
Big Bang Schtroumpf priced a park for 1.8M visitors in a deindustrialised valley; it drew 700K, then 380K, and sold for less than a tenth of its cost inside two seasons.
后来呢
Under Walibi the same park reached break-even in 1991 with 400,000 visitors. The site survives today as Walygator.
资料来源
- Wikipédia — Histoire de Walygator Parc (préouverture 6 April 1989 for 17,000 Sollac employees; inauguration 9 May 1989; project cost 720 million francs incl. 560M for the park and 50M state subsidy July 1986; target 1.8M visitors/year, break-even 1.1M; actual 700,000 in 1989 and 380,000 in 1990; German tourists 8% vs 45% planned; 1989 operating loss 240M francs; debt ~420M end of 1989; closed 7 October 1990, court-ordered bankruptcy 26 October 1990 with losses ~107M francs; sold to Walibi group of Eddy Meeùs for 55M francs; reopened 20 April 1991 as Walibi Schtroumpf, 400,000 visitors in 1991)
- Androland — Big Bang Schtroumpf de 1989 à 1990 (opened 9 May 1989 at Hagondange on former metallurgical land; architects from Walt Disney World hired; zones incl. Le Continent Sauvage with the Anaconda wooden coaster, La Cité des Eaux, Metal Planet and the Smurf Village; park lived only two years, closed October 1990; acquired by Eddy Meus, owner of Walibi, reopened 20 April 1991 as Walibi Schtroumpfs; after Peyo's death the Smurf licence was not renewed — park became Walibi Lorraine in 2003 and Smurf statues were dismantled and crushed)
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