Olivier de Bosredon, chief executive of theme park operator Grévin & Cie, has announced that following the acquisition last July of New Pleasurewood Hills near Great Yarmouth, UK, it is looking for further opportunities in Britain.
The company also plans to expand throughout Europe, aiming to operate theme parks in all 12 of the original member states of the European Union within the next five years.
“I’m looking at regular, interesting, quality developments,” said de Bosredon. “The idea is to grow the company over the long term, so that it will be solid enough to stand on its own two feet.”
He added that the company’s philosophy is to acquire sites which have a strong identity and retain it wherever possible. “We acquire a company, then try to understand why it has been successful in the past,” he said. “Once we’ve understood that, we work on those characteristics to redevelop the companies.”
Grévin & Cie is currently planning to relaunch the 15-hectare New Pleasurewood Hills park.
“The park was undercapitalised,” said de Bosredon. “It was a healthy company, but not strong enough to buy big rides and invest in the structure of the park or to spend much money on marketing.”
He said he is now intending to reduce the size of the park, add new décor and change some of the rides.
“We will gradually relaunch the park over three or four years,” de Bosredon said. “We don’t agree with investing a huge amount when we buy a new park so people will rush to see what we’ve done. You’re better off building client loyalty slowly, but surely, rather than trying to bluff.”
Grévin & Cie is also currently working on French attraction Bioscope in partnership with the local governments of Alsace. The 62m euro (£43m) attraction – which will be 51 per cent financed by Grévin & Cie – will focus on exploring different aspects of human behaviour. Details: See Attractions Management Q1 2005. To subscribe call +44 (0)1462 471913 or visit www.leisuresubs.com
