The Ocean Park Story (Part 5)

I.                 The Birth of Halloween – a new beginning, almost a revolution

This is an amazing story, and this milestone is credited as the beginning of the revitalization of Ocean Park.   It set in motion all the answers to address the situation analysis.   It was the beginning of having a “reason” to visit the park.

During a strategy meeting to discuss ways to drive attendance, grow revenues, and rebuild the image of the park, a very salient question was asked of me.   The new ride (Abyss, Turbo drop) costs HK$10 million to buy and install.  Additionally, it took nearly two years to get it operating.   Plainly, the park did not have another HK$10 million nor another two years to turn the business around.  Therefore, it wasn’t going to be another ride. So, they asked the salesman, “If we give you HK$10 million, how would you spend it to get a quicker and better return?”    

My response was quick, determined, truthful, and powerful: “Let’s do a special event.”    It was such a revolutionary idea! It seemed simple enough to me for all the reasons mentioned in the previous chapter, less cost, and quicker to get up and running.  

Once the idea of a special event was accepted, the next question arose.   It felt like a challenge, the throwing down of the gauntlet, the “I dare you.”   What special event did they ask?   As this was in the summer and October was just a few months away, I shouted out, “Halloween.”   The room went silent except for our allies, who perked up with ear-to-ear grins.   The group was skeptical and full of uncertainty, so with anxious bewilderment, they asked,

A.    Hallo- who?

B.   Hallo-what?

C.   Hallo-when?

D.   Hallo-why?

This was a festival that was popular in America but new to Asia.  I explained that Halloween is when the ghosts and goblins come out to roam the streets, and kids go trick-or-treating to collect candy while dressed in frightful costumes.  It is a fun and scary occasion.   The audience in the room sharply said, “We are Chinese, very superstitious, and do not want to upset ghosts and spirits.”   I replied boldly, Don’t worry, these are 'Gweilo' ghosts.   Gweilo is the Cantonese slang word for foreigners. 

Here is the dialogue from our sales team,

“We want to bring visitors to the park, not to frighten them away.”  

“You want us to scare people and charge them for it?   

“Who would pay to be scared?”

I answered in all seriousness,

“Frightening them is the reason for them to come.”

“The more we scare them, the more we charge.” 

With the support of the Chief Executive and a talented entertainment director, we agreed to move forward.   With little fanfare but happy excitement, we adjourned the meeting, exited the room, not giving anyone a chance to change their mind. 

We did not get the HK$10 million, but we pushed ahead nonetheless.   Next, let me tell you how we created the first Halloween event, which was a runaway success in October 2001.