Amusement Made in Italy
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DESCRIPTIONA magazine about amusement parks. The best Italian production of rides
t to Lo
 AMUSEMENT MADE IN ITALY
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AMUSEMENT MADE IN ITALY 
I talians, spaghetti, mandolino and ... rides! are able to produce attractions. The 90% of the entire production is exported worldwide. Manufacturing attraction is a basic sector of our economy, getting even more awards. That is why we have decided to discuss it in this publication.
Will it be the beginning of a new editorial adventure? Maybe. However with this sort of dress rehearsal we intend to promote the best production of attractions, where Italy plays a significant role all over the world.
In these pages you will find articles
Italiani tutti Spaghetti, Mandolino e Giostre!
Noi Italiani sappiamo progettare e realizzare attrazioni. Le imprese italiane esportano allestero oltre il 90% della produzione, in tutti i Paesi del mondo. E un settore vitale della nostra economia, che acquista sempre nuovi riconoscimenti. Abbiamo quindi deciso di parlarne in questa pubblicazione.
Sar linizio di unavventura editoriale? E probabile, in ogni caso questa pubblicazione una
going into the matter of winning experiences, new attractions, and marketing undertakings in the amusement and entertainment world. If compared to the main trade magazines currently issued, it offers a different point of view, that of the manager of amusement parks.
Welcome to EAS 2014 and enjoy your reading!
sorta di dress rehearsal intende promuovere in questo numero la migliore produzione di attrazioni italiane.
In questo numero ci sono articoli di approfondimento su esperienze vincenti, nuove attrazioni ed iniziative di marketing nellambito del divertimento. Una rivista che viene scritta con il punto di vista del manager di attrazioni e parchi di divertimento.
Benvenuti ad EAS 2014, e buona lettura!
AMUSEMENTMade in Italy
Supplement toLo Spettacolo Viaggiante
Coover: Baia dei Pirati, Zoomarine (Rome, Italy). Manufacturer: Preston&Barbieri (www.prestonbarbieri.com)
(foto di 2014 Massimiliano DAffronto)
Autorizzazione del Tribunaledi Roma n. 565/1996
Rivista bimestrale. Sped. Abb. Post.D.L. 353/2003 (conv. in L. 27/02/2004 n. 46)
art. 1, comma 1, DCB Roma
Editor in ChiefMassimo Piccaluga
Contributing EditorMaurizio Crisanti
TranslationsMaria Cristina Cesa
Management,Administration and Advertising
ANESVAGISVia di Villa Patrizi, 10
tel. 0688473-273 o 274 Fax email@example.com
 AMUSEMENT MADE IN ITALY
W e discuss it with the President of the manufacturers association ANCASVI, and manager of I.E. Park Group, Andrea Munari:
Italy has the primacy in Europe of manufacturing of attractions. After wine, the park attractions made in Italy can be considered the business card of our country too?
Yes, that is. We are one of the many market niches where Italy boasts a leadership worldwide. Often this is cited in titles of economical newspapers, arising admiration and surprise. During the analysis of the requirements to be complied in projecting and producing these special machines, we are aware that it is very hard to find the required mix of professionalism and technological, artistic, and safety requirements that are also extremely complex.Italy has got this excellence in production, thanks to valid men and women, persistent and passionate entrepreneurs and technicians. Its a hard work and you must love it. I often wonder about the organization that lays at the basis of our sector and how it will develop in the future. A deeper study about the entire productive chain should be required. I dont think there is a definitive answer. Historically, big dimensions in our sector has never existed. They are special machines, custom made, often unique specimens. It is not a repetitive work. We face the same problem industrialists face, the producing chain figures should be
included in the craftworks. We have to front big intricacies in organization to be competitive in the global market at short, medium and long run. Productive clusters are effectively identified and managed in open sourcing.
Which countries are the Italian products more installed in, and which are the new markets to be explored?
Europe, USA, Middle and Far East. A big increase has been recently registered in Turkey. Also interested in the amusement sector are Africa and STAN countries, too. Nevertheless a high volatility has been present in the markets due to ever changing geopolitical situations. That forces operators to front further problems and sudden changes. North Africa and part of the Middle East are suddenly disappeared in recent years. Now Russia is subjected to sanctions and could become more difficult to work in this large country. Maybe there is a positive news: in Iran sanctions have been eased.
At EAS many are the Italian manufacturers attending. Which is the situation of the exhibitions?
The idea of a main show per continent is now approaching. IAAPA has the leadership in organization and a point of reference in Orlando in November; the itinerant show in Europe (EAS, in September) we have really committed
IN THE ENTERTAINMENT INDUSTRY, ITALY HAS BEEN EVEN MEANING MANUFACTURING OF HIGH QUALITY AND LONG-TRADITION ATTRACTIONS. ITALIAN COMPANIES AROUND 150 ARE WELL KNOWN ALL OVER THE WORLD, AND EXPORT THE 90% OF THEIR PRODUCTS IN ANYONE OF THE 5 CONTINENTS. A REALITY THAT KEEPS ON CONFIRMING ITS RESULTS THANKS TO THE COMMITMENT OF THE ENTREPRENEURS WHO HAVE TAKEN A PLANE TO REACH THE FARTHEST DESTINATIONS.
AMUSEMENT MADE IN ITALY 
[ ITALIANS THE DREAMS BUILDERS ]
to, and, finally, another itinerant show in Middle East (ASEAN, in June). It is also significant and well organized the show in Dubai (April). These exhibitions are really international. There also are other important events, but with less international and more regional profile, even attracting buyers from abroad, e.g. Latin America, Russia and former CSI countries, India. We are working to bring back EAS in Italy, nevertheless it is an effort requiring further work and diplomacy. The current economic and political scenario doesnt help us, but we will do our best.
Milano will host the Universal Exhibition EXPO 2015. Have also Italian attractions anything to tell visitors of all over the world?
Just some days ago an idea for a new event was originated a panel scheduled for June 2015, date to be confirmed organized by ANCASVI in cooperation with MSE-ICE that has been supporting, helping and do believing in our sector for long time. The panel will be open to cooperation of anyone willing to, inside the Italian network that has been supporting our productive reality so far. Its aim will be the promotion of MADE IN ITALY AMUSEMENT. It will be focused on subjects such as innovation and planning. This will be the opportunity to talk, explain, meet buyers and institutions along with the EXPO2015 event.
ACTIVITYOur sector, that of the attractions for amusement park, is in development all over the world and it founds on great projects and carry-out abilities, because the merry-go-rounds are still needing so much imagination and manual job, as they are no series product.Amusement parks are visited by hundreds of million of people every year and the 70% of the merry-go-rounds to the world are built in Europe, the most in Italy. Just for this reality, in 1987 a group of technicians has given life to the ANCASVI, the first European Association of manufacturers. The Associations basic aim is to favor and promote all the activities focused on the development of the sector, protecting manufacturers interests, facing al the common themes for partnership firms.To do this we are in contact to national level with Governments and competent authorities, while technicians and operators of the partnership firms are constantly informed on the evolution of the norms concerning our industry through the organization of panels and conferences. ANCASVI has to be considered as an authoritative representative of the national tradition in manufacturing attractions for amusement parks.The association is continually updated on the national and international normative frame. Through its own technical committee, ANCASVI has actively included for more than 10 years, in the project of the European standard technique CEN/TC 152 that specifically draws the matter machine and structures for fairs and amusement park safety.
RESULTSFrom 1995 the European secretary office is submitted to Italy, to our national corporate body of unification UNI. In 1996 we received from the European committee the m/233 order, officially requiring that a European technical provisions on the safety of such equipments was issued. The Italian technical standard n. 10894, that ANCASVI technicians were actively involved in, have brought us to the international state-of-the-art in regulation. ANCASVI is currently cooperating in revising the EN13814 standard and the development of ISO standard.At European level we have contacts and cooperation with many countries and Institutions: we are member of NAFLIC, the English body of certification accrediting similar bodies in the sector of the amusement, and in Italy strong is the cooperation with ANESV.In July 2000 we gave life to EAASI, the European association of manufacturers of attractions and similar.One of the former ANCASVI President has been chosen to be the first President of the European association EAASI; while the present ANCASVI President was recently appointed as President of the European CEN/TC 152 Committee.
 AMUSEMENT ITALY
I n any sector airlines, hosting, shows, etc the online marketing system consists in the application of variable price depending on one or more predetermined criteria, such as the date of buying the earlier you buy the less you pay - , the demand with higher prices due to higher demand and reduced in the opposite case. In many Italian parks, prices change at the ticket office even during the same season conforming to the weeks with higher demand, in case of special events such as the Christmas seasonal opening at the beginning of the season or seasonal tickets sale. A survey issued by IAAPA in 2012 showed for example that the element of flexibility of the lower price in Europe is in the variation between days of the week - given by 5% of the 183 European structures subject to evaluation - while most variables are online prices based on the date of purchase. It is in this case of what is called Seasonal price, ie a price that fluctuates during the opening timetable.
Nevertheless, the dynamic price, especially in case of online ticketing, has higher ambitions. According to experts it permits to analyze, condition and influence the publics behavior, in order to maximize profits. That means getting the right sale to the right customer, at the right moment, at the right price.
However, providing the right price to different customers is not easy, because you have to get a mix of the offered
LEOLANDIA WAS THE FIRTS ITALIAN AMUSEMENT PARK TO ADOPT DYNAMIC PRICE IN 2013. FOLLOWED BY RAINBOW MAGICLAND THIS YEAR. TICKETS FOR THESE THEME PARKS CAN BE BOUGHT ONLINE, IN THE SAME WAY WE ARE USED TO BUY AIRLINE TICKETS. BUT HOW DOES THE DYNAMIC PRICE WORKS?
prices and the correct segmentation of sale channels. Where does the need of a dynamic price came from? Before answering the question, wonder
if the choice of customers of amusement parks can be really affected by the price.
Watching at the habits of many of who attends cinemas, what emerges is that they choose the hall on the basis of programming, without dwelling on the 1-2 Euro of difference in price. If considering that, it would seem the answer is NO. However, analyzing the opinions posted about amusement, theme or water parks, on the even discussed Tripadvisor website or other social networks, it appears that even in the most favorable ratings, comments on prices are increasingly
AMUSEMENT MADE IN ITALY 
 AMUSEMENT MADE IN ITALY
[ DYNAMIC PRICE ]
What are the strengths of the dynamic price in the sale of tickets for amusement parks?First of all lets break down the strengths of Dynamic Pricing into different areas. Advantages can be gained by the customers as well as parks.The largest one for customers is that they can choose how much to spend to buy tickets. The earlier you buy, the better the price. This is commonly and very successfully used in the airline and holiday business. Many are the advantages for parks: increase in average ticket price (almost instantly), with revenues directly flowing to the bottom line, increase in online sales and as a consequence in cash flow, forecasting visits, distribution of visitors during the season, less queue and, as a consequence more expenses inside the park, lower staffing cost due to better forecast of visitor levels, less promotional activities to boost visitor numbers.
Some managers of amusement parks are concerned that the adoption of the system could deprive the park of revenues. Someone told me if I sell a ticket for 30, Ill be sure that 100 visitor x 30 = 3.000, but with dynamic the solution is..?. Is it so?
Instead of the 100 X 30 = 3.000, Pricetags main objective would
THESE ARE THE QUESTIONS WE DID TO ERIC PASTOOR, VICE PRESIDENT OF GLOBAL OPERATIONS AT PRICETAG:
AMUSEMENT MADE IN ITALY 
[ DYNAMIC PRICE ]
included among the negative notes. In 2014, prices are have become relevant for many customers. In the pricing policy an opportunity for these range of people must be undoubtedly considered. On the other side rewarding items for who is interested in the experience more than in prices have to be considered - fast pass, special visits to animals etc.
Which is the limit of the fixed price, even when it is seasonally modulated? The lack of audience segmentation, with a loss in revenues. Effectively, you will have even lost tickets those of people perceiving the price as too high - or tickets sold at lower price to people that could have no problem in paying more. That is the same limits deriving from online selling and social couponing deal.
The concept of dynamic price has spread in any kind of touristic services, and people are now used to considered it a way of quantifying price. It is also a smart format, that rewards who acted in time, buying tickets in advance.
In this way it is well perceived by those customers who dont appreciate seeing people equipped with a 2x1 ticket got at the supermarket in their same queue.
As said above, two Italian parks have tried to adopt dynamic price, getting both interesting results. First of all the online sale has highly increased in percentage, with no commissions to third parties, the chance to plan services of the day on the basis of expected hosts (personnel, F&B, etc), and to optimize the cash flow thanks to the advanced payments. Moreov...