案例库 · 战略与领导 · 战略决策 · 1987–1991
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Mirapolis, France's first big theme park, lasted four years
Inaugurated in 1987 chasing 2.5M visitors a year, France's first major theme park never reached break-even, closed in October 1991, and was dynamited by 1995.
Mirapolis · Paris-Parc · 1991-10
怎么回事
Mirapolis opened on 21 May 1987 at Courdimanche near Cergy-Pontoise, inaugurated by Jacques Chirac as France's first major theme park: 55 hectares themed on French literature, crowned by a 35-metre Gargantua statue. More than 700 million francs had been invested; the plan needed 2.5 million visitors a year, revised to 2 million, against a break-even line of 1.1 million.
The crowds never got close: 600,000 in the first season, a Club Med-run million in 1988, then down a third in 1989. The Paris-Parc company stopped payments in December 1989 with cumulative losses of 330 million francs; financier Ghaith Pharaon withdrew his backing, and the park passed through Club Med to a fairground collective, then to a rescue owner, Cergy-Parc, for 115 million francs in October 1990. One last season drew 400,000 visitors; Mirapolis closed for good on 20 October 1991.
The end was total. Rides were dismantled within three months and sold to parks in the Netherlands, Germany and Belgium — Spreepark Berlin alone bought thirteen. The demolition permit came in October 1993, and on 1 September 1995 the remains of Gargantua were dynamited.
为什么会这样
- The target was fantasy: 2.5M visitors for a park with no nearby city crowd and Île-de-France weather.
- Ownership churned faster than strategy: Paris-Parc, Club Med, fairground operators, Cergy-Parc — four regimes in four seasons.
- Euro Disney's shadow froze investment: the coming giant made rescuers unwilling to fund the 100M francs needed to compete.
教训
Mirapolis priced itself for 2.5M visitors and drew 600K; four owners in four seasons could not close the gap, and France's first theme park ended as scrap — and a warning to Euro Disney's rivals.
后来呢
Thirteen of its rides went to Spreepark Berlin; other attractions survive in German and Belgian parks. The site lay derelict until redevelopment plans emerged decades later.
资料来源
- Wikipédia — Mirapolis (inaugurated 20 May 1987 by Jacques Chirac, public opening 21 May; Courdimanche/Cergy-Pontoise, 55 hectares; investment over 700 million francs; target 2.5M then 2M visitors/year, break-even 1.1M; actual 570–600K (1987), 1M (1988), ~640K (1989), 400K (1991); deficit 20M francs season 1987, cumulative losses ~330M at bankruptcy filing January 1990; cessation of payments 18 December 1989; taken over by Cergy-Parc for 115M francs October 1990; closed 20 October 1991; rides sold within three months, 13 to Spreepark Berlin; Gargantua statue dynamited 1 September 1995)
- INA — Mirapolis : le flop du premier parc d'attractions français (first major French theme park near Cergy-Pontoise, inaugurated 20 May 1987, closed 20 October 1991 after five seasons; target 2.5M visitors, actual 600K in 1987, 1M in 1988 under Club Med, ~600K in 1989, 400K final season; 350 million francs lost over two years under Marcel Campion; causes: Île-de-France weather, impending Euro Disney discouraging investment, management transitions Boisgrollier → Club Med → Campion/Pharaon, Ghaith Pharaon withdrew July 1990, delayed RER access; Gargantua 35m high, dynamited 1 September 1995)
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