Business at Disneyland
It's a concept that appeals to companies, particularly in times of crisis, when they prefer less remote destinations for organising seminars or rewarding their staff.
The most obvious example is Disneyland Resort Paris, which alone accounts for almost 73 % of the sales of France's top 70 leisure parks. "In 2008, we generated sales of 1.3 billion and welcomed 15.3 million visitors, 3 million more than in 2006", says Eloi Courcoux, Director of Disneyland Business Solutions. Among these visitors, the business clientele represents 1,010 overnight stays per year and almost 1,000 events bringing together an average of 250 participants. This is a tiny proportion compared with the number of visitors from individuals, but it doesn't prevent the park from being not only Europe's number one tourist destination, but also the European leader in integrated business tourism. It's true that the park combines all the elements that companies look for in a successful operation: a unified location, originality, good road, air and rail links, and above all, high-performance professional facilities.
But Disneyland Resort Paris also has a business department employing 230 people, turnkey challenges, two convention centres, 23,500 m2 of professional space, three event facilities, 95 meeting rooms, 8,200 hotel rooms in 14 establishments and two theme parks that can be privatised for up to 25,000 people. "Our aim is to become a key player in the business tourism market," says Eloi Courcoux. In addition to the new products and services offered each year, Disneyland Business Solutions is seriously considering the idea of an independent convention centre.
The same ambition applies to its German alter ego, Europa-Park, located five kilometres away on the right bank of the Rhine, in Rust, Germany. This French-speaking behemoth (50 % of its employees are French), which has chosen Europe as its theme, was ranked by the American magazine Forbes Traveler as one of the top 15 amusement parks in the world, with over 4 million visitors in 2008. "We're the world's leading seasonal theme park," says Séverine Delaunay, Marketing Director for France. Results were equally satisfactory for French business visitors, who increased by 16 % in 2008 and attended over 1,000 events. Like Disneyland Resort Paris, Europa-Park is a real resort, with more than 100 shows and attractions, the latest of which is a huge rollercoaster propelling the most daredevil visitors from 0 to 100 km/h in 2.5 seconds. There are also 13 themed districts, 24 meeting rooms with capacities ranging from 10 to 2,000 seats, 5,000 beds in four hotels and a teepee village, 46 restaurants and almost 170 international artists.
Gala evening at Asterix
In the same vein and still in the leisure park category, 30 kilometres from Paris, Parc Astérix, which is celebrating its 20th anniversary this year, is also equipped to receive incentive groups, as Rodolphe Lauron, Head of Event Coordination, points out. "Study days, gala evenings, conventions, residential seminars, team building, privatisations for up to 3,000 people, made-to-measure services... We have spaces that can be adapted to meet all requirements". These include, of course, the Capitole, a new modular space that can accommodate 2,000 people. This infrastructure is in addition to two amphitheatres with 308 and 600 seats, three meeting rooms with a total capacity of 70 people, a 100-room hotel and four atypical venues with 450 to 2,000 seats set up in the heart of the park.
Cocktails with sharks
But welcoming business groups is not just the preserve of leisure parks. Animal parks are also interested in this market. One example is Nausicaà, the national sea centre in Boulogne-sur-Mer. Since its creation in 1991, the park's directors have sought to position it as the ideal venue for events. Entirely or partially privatisable, this European complex dedicated to the world of the sea can accommodate groups ranging from 20 to 1,500 participants. For example, a cocktail party for 450 to 2,000 people in the company of sharks, a dinner set on the edge of the coral lagoon or a simple private visit.
"We provide companies with an interactive television set with a capacity of 180 people, as well as a 128-seat amphitheatre," explains Chantal Freté, Sales and Marketing Director. Nausicaà, which is due to be extended in 2013, hosts around thirty business tourism events every year.
The Cerza Safari Lodges zoological park in Lisieux, in the Calvados region of France, is also committed to protecting wildlife, and has put in place a range of activities for incentive agencies, including treasure hunts in the park and Out of Africa evenings. The fact that they can stay on site, in African-style lodges or Mongolian yurts surrounded by walibis and small antelopes; the fact that they can get together and have a meal in front of the rhino enclosure or accompany the rangers, in small groups of ten people, when they look after the animals, are all very popular. Just like the park's eco-responsible vocation, whose primary mission is the reproduction and breeding of endangered animals.
Opened in 1987, Futuroscope in Poitiers hosts almost 250 events a year, bringing together between 10 and 1,200 people. Every year, the site renews its events. Giant or hemispherical screens, 3D effects, simulators... More than 25 experiences, both personal and collective, spread over 60 hectares, await visitors. After Danse avec les Robots, an attraction-show designed by Kamel Ouali, in December 2009, the park will present Arthur and the Minimoys, a 4D animation, i.e. in 3D completed by special effects in the room, inspired by Luc Besson's film.
Futuroscope is a whole package: a theme park, a 1,200-seat conference centre, three restaurants, a lake, 274 rooms and suites, a technology park, etc.," explains Isabelle Cadas, head of business development for the conference and events department, "and a team of 15 people dedicated to meeting the needs of this clientele, from privatising attractions to organising challenges and theme evenings.
At Vulcania, in the heart of the Auvergne volcanoes, the other major science park, groups are invited to discover the history of volcanism, the Earth sciences and the forces of nature. Open from March to the end of November, Vulcania welcomed 300,000 visitors in 2008, meeting its target for 2010. According to François Heid, Sales Director, "this success can be explained by the renewal of the activities and by the park's environment: a protected natural area, right in line with the sustainable development movement". As far as events are concerned, in two years Vulcania has seen an increase of more than 80 % in its evening events, representing a turnover of 500,000 euros. These results come mainly from private events, mainly for 100 to 800 people.
The introduction of "Nature seminars" and event activities in line with its vocation contribute to its success with companies. Groups of between 10 and 1,000 people can experience the Universe through theme days. These include "Earth Adventure", based on the management of a volcanic crisis, a Nordic walk with two sticks to discover the volcanoes of Auvergne, and a treasure hunt through the park's attractions.
In Toulouse, the Cité de l'Espace is inviting companies to discover the planet from a different angle, that of the space adventure. "We adapt our business products to the theme of the year," says Guadalupe Ramirez, head of the business department. This summer, to mark the 40th anniversary of man's first step on the moon, we'll be focusing on the conquest of space through a range of activities, including a 3D film. The Cité de L'Espace, which hosts almost 230 events a year, lends itself to events involving up to 1,300 participants. For example, during a cocktail party, the planetary vault can be opened on the date of the event, with explanations provided by a scientist, or a dinner can be held under the Mir station suspended above visitors...
It's the same principle, but 20,000 leagues under the sea, at the Cité de la Mer in Cherbourg, which has recently focused its activities on business customers. "In 2008, we opened a 350-seat auditorium. This enables us to meet demand for meetings and conferences," explains Pascale Chapron, head of logistics, events and receptions. Out of total sales of €4 million, this market accounts for 10 %. But since the opening of the auditorium, the park has seen a growing number of requests from professionals. It's true that the site, laid out around the former transatlantic ferry terminal, is magnificent, with its Art Deco buildings, its former train hall completely refurbished... Not forgetting its aquariums and the Redoutable, the world's largest visitable nuclear submarine, in which you can organise dinners for around thirty people.
Team building at Puy Du Fou
Finally, at Puy du Fou, France's fourth-largest theme park, companies can relive history from Roman times to the present day, particularly through live shows that can be customised to suit their needs. Every year, nearly 200 companies are welcomed by a dedicated team. From small meetings for ten people to conventions for 3,000 participants, not forgetting incentive operations, the Puy du Fou can take care of everything. "David Nouaille, marketing and communications director, emphasises that "discovering what goes on behind the scenes, behind the entertainment, behind the scenes as it were, is a huge attraction.
Le Puy du Fou has set up a number of workshops, including a visit to the falconry and a meeting with a horse rider to explain all the stages involved in training the horses. At the same time, the park is developing its accommodation capacity: after transforming an 18th-century house into an exceptional hotel in 2009, the Logis de Lescure, offering four duplex suites, the Puy du Fou plans to open a 100-room hotel built on water in 2010: Les îles de Clovis. Will the rooms have vases turned in Soissons on the chests of drawers?
