Theme Parks Operations and Management

1. Introduction

We decided to choose Universal Studios Singapore for our project topic because of its reputation. It’s the first Universal Studios in Southeast Asia, since it’s included within Resorts World Sentosa, it gained a lot of tourists from it.

Universal Studios was already a big brand name with its very own movies, themes and more. Tourists are able to stay in Sentosa hotels and play in the park for a few days and that have drawn many tourists. Many friends and relatives have been there so we thought this would be a great theme park to study.

2. Background
2.1 History

Universal Studios Singapore (USS) is a theme park located within Resorts World Sentosa on Sentosa Island, Singapore.

It is the second Universal Studios theme park to open in Asia (Japan being the first), and the first in Southeast Asia.

The construction of Resorts World Sentosa and Universal Studios Singapore began on 19 April 2008. After almost two years of construction, the park opened on 18 March 2010.

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The official grand opening of the park was held on 28 May 2011, along with the grand opening gala being held on 27 May 2011 evening.

It was a star-studded event with Asian superstars Jet Li, Maggie Cheung, Vicki Zhao, and former "American Idol" judge Paula Abdul making an appearance at the gala event, along with some 1,600 guests

2.2 The ownership of Universal Studio Singapore

NBCUniversal, Inc. is an American media and entertainment company engaged in the production and marketing of entertainment, news, and information products and services to a global customer base.

The company owns and operates American television networks, numerous cable channels, and a group of local stations in the United States, as well as motion picture companies, several television production companies, and branded theme parks. It is the world's largest mass media. NBCUniversal owns or licenses the following parks and resorts:

Universal Studios Hollywood; wholly owned
Universal Orlando Resort; wholly owned
Universal Studios Japan; licensed to USJ Co., Ltd.
Universal Studios Singapore; run by Genting Group

2.3 The operator of Universal Studio Singapore
Genting Group is a Malaysian conglomerate.
Type : Public Company
Industry: Tourism, resorts, gaming, plantations, power generation, oil & gas Founded: 1965

3. Design and facilities of Universal Studios Singapore
3.1.1 Layout of the park

Universal Studios Singapore is a loop surrounded a lagoon. An itinerary goes circularly around the whole park approx 2/3 of the distance from the perimeter. The loop links each of the park’s themed nodes. At a distribution point, the visitors choose whether to begin their itinerary around the circle towards left or towards the right. The layout in the form of a loop ensures that the visitors will pass by all the attractions.

The park consists of seven themed zones which surround a lagoon. Each zone is based on a blockbuster movie or a television show, featuring their own unique attractions, character appearances, dining and shopping areas. The park features the world's tallest pair of dueling roller coasters that are based on the popular television series, Battlestar Galactica; a castle from the world of Shrek and Monster Rock, a live musical show featuring the Universal Monsters.

Universal Studios Singapore has over 30 restaurants and food carts, together with 20 unique retail stores and carts located around the park. There are a total of 5 live performances and shows in the park,

3.1.2 Size Capacity

Universal Studios Singapore is 20 hectares (49 acres) in size, occupying the easternmost part of the 49-hectare (120-acre) Resorts World Sentosa. There are a total of 24 attractions, of which 18 are original or specially adapted for the park. The resort opened in January 2010 and welcomed over 45 million visitors in its first three years of opening.

Universal Studio Singapore increased its daily maximum capacity to around 8,000 with an average visitor spend of S$84.

3.3.3 Flow and transportation system

Public shuttle bus services
RWS 8 (VivoCity & HarbourFront to RWS)
RWS 88 (City Hall MRT to RWS)
RWS 68 (Outram MRT to RWS)

Public Express service
963R (Woodlands to RWS, route similar to 963E)

Night Rider services
NR1 (Yishun to RWS via Suntec City, North corridor)
NR6 (Seng Kang to RWS via Suntec City, North East corridor)

Sentosa Express
Alight at first monorail station (Waterfront station)

Taxis
Main drop off points at basement car park
Hotel guests can drop off in front of respective hotels

3.2 Themed Zones

1. Hollywood:

Themed after the real Hollywood Boulevard of the 1970s, the Hollywood zone is framed by dynamic architecture, palm trees and the famous Hollywood 'Walk of Fame'. Hollywood is the main entrance area of the park. Its only attraction, a broadway-style theatre, is accompanied by several restaurants and a variety of flagship shops. Being a replica of the Hollywood Boulevard, this zone is flanked by dynamic architecture and palm trees. It also features a replica of the famous Hollywood Walk of Fame. Special character appearances include: Po from Kung Fu Panda, Marilyn Monroe, Charlie Chaplin, Betty Boop and the newest additions are the cute, yellow despicable Minions.

2. New York:

New York is based on the original New York City, during the era of post-modernization. It’s themed after post-modern New York City that features sidewalks and classic landmarks that mimic its cityscape. The area is enhanced by neon lights and flanked by street facades that set the scenes for big city fun and also real-time movie production for most Hollywood blockbuster films. This zone features various icons commonly portrayed in movies including the city skyline, neon lights, facades, and sidewalks. This zone also has a replica of the famous New York Public Library with two lion statues at its entrance. Special Sesame Street character appearances include: Elmo, Bert, Ernie, Cookie Monster and Oscar the Grouch.

3. Sci – Fi City:

Sci-Fi City is themed after what cities and metropolis of the future, equipped with space-age technologies and the ultimate modern conveniences.

4. Ancient Egypt:

Ancient Egypt is based on the historical adaptation of the rich Egyptian architecture and artifacts of Ancient Egypt during the 1930s Golden Age of Egyptian Exploration. It features obelisks and pyramids which are typical of Ancient Egypt. Also featured are Pharaohs' tombs which were commonly discovered during that era. This zone relies on the depictions made in the popular film franchise, The Mummy, starring Brendan Fraser.

5. The Lost World:

The Lost World zone features two themed regions: Jurassic Park and Waterworld. The Lost World contains many traditional attractions present in most Universal Studios parks around the world and is divided into two sub areas: Jurassic Park and Waterworld. Jurassic Park, based on the popular film franchise by Steven Spielberg and novels by Michael Crichton, features the newly redesigned Jurassic Park Rapids Adventure which is based on the popular water rides in other Universal Studios parks. Waterworld, based on the film Waterworld starring Kevin Costner, is a stadium that features a live show performance.

6. Far Far Away:

Far Far Away is inspired by DreamWorks Animation's hit Shrek franchise which depicted how the fairy-tale characters lived in daily life. It’s the zone consists of many recognizable locations from the film series, and the main highlight of the zone is the 40-metre tall Far Far Away Castle Special character appearances include: Shrek, Donkey, Puss In Boots and Princess Fiona.

7. Madagascar:

The Madagascar zone features a displaced cargo ship that houses the Madagascar: A Crate Adventure ride. It also features all of the characters from Dreamworks Animations’ Madagascar which features four animals, Alex, Gloria, Marty and Melman escaping from the Central Park Zoo and tropical jungles as well as two rides. Special character appearances include: Alex, Gloria, King Julien, Skipper, Kowalski, Private and Rico.

3.3 Attractions

1) Hollywood
Hollywood is the main entrance area of the park. Its only attraction, a broadway-style theatre, is accompanied by several restaurants and a variety of flagship shops. There have two show and three street entertainment in this zone, Pantages Hollywood Theater ,Lake Hollywood Spectacular, Daddy O's, Mel's Dinettes, The Cruisers.

The Pantages Hollywood Theater is the live performance, belong the animation, is means the shows are performed on specially built stages for the specific performance. This a 1,500-seat indoor Broadway-style theatre that is fully equipped to host plays, musicals and performances, home to the rock-n-roll musical titled "Monster Rock!".

The Lake Hollywood Spectacular is the live pyrotechnics show that is set to a musical score over Lake Hollywood in the park. The show only runs on Saturday nights at 8.00pm, as well as selected holidays. This is belong the technical productions, is means show using light, music and color.

Daddy O's, Mel's Dinettes, The Cruisers is belong the street entertainment,is designed as productions that use the street as the stage.

2) New York
New York is based on the original New York City, during the era of post-modernization. This zone features various icons commonly portrayed in movies including the city skyline, neon lights, facades, and sidewalks. There have a show and one rides and two street entertainment in this zone, Lights! Camera! Action! Hosted by Steven Spielberg , Sesame Street Spaghetti Space Chase, The Rockafellas , Sesame Street Stage Shows.

Lights! Camera! Action! Hosted by Steven Spielberg is belong the animation , is means the shows are performed on specially built stages for the specific performance. This is a sound stage fitted with special effects to mimic a major hurricane about to hit New York City.

Sesame Street Spaghetti Space Chase is belong the Dark Rides. Dark ride is an indoor amusement ride consisting of a vehicle traveling past animated scenes. This is high-flying adventure designed for the whole family through the space mission and meet favourite Sesame Street characters. The Rockafellas and Sesame Street Stage Shows is the street entertainment. This is have dance and music performance.

3) Sci-Fi City™
Sci-Fi City is an imagined metropolis of the future that contains many modern conveniences of life, but with little or no remnants of past inhabitants and cultures that are able to stand the course of time. There have four rides in this zone .

Accelerator is the teacups , is belong of the level rides .This rides is a whirling twirling ride that spins guests around.

Battlestar Galactica: HUMAN and Battlestar Galactica: CYLON is the Steel Dueling Seated Roller Coaster, is belong Track Rides. Track rides range from simple themed vehicle rides for small children and gentle track rides, such as the Cycle Monorail to intricate roller coaster and speed rides, structures range from traditional timber-famed ‘big-dipper’ to column supported ride with twists, loops, butterflies, side winders boomerangs and corkscrews.

Transformers: The Ride is the 4-D Dark Ride Motion Simulator, is belong the Dark ride. Dark ride is an indoor amusement ride consisting of a vehicle traveling past animated scenes. This indoor attraction will feature a total of 11 transformers characters – four autobots and seven decepticons. They are: OPTIMUS PRIME, BUMBLEBEE, SIDESWIPE and WHEELIE as well as MEGATRON, RAVAGE, SIDEWAYS, GRINDOR, DEVASTATOR, BONECRUSHER, as well as STARSCREAM. Michael Bay served as the creative consultant for the ride, and with the attraction also featuring voice characters from the feature films, this attraction will give you the unique experience to “Ride the Movies™”!

4) Ancient Egypt
Ancient Egypt is based on the historical adaptation of Ancient Egypt during the 1930s Golden Age of Egyptian Exploration. This zone relies on the depictions made in the popular film franchise, The Mummy, starring Brendan Fraser. There have two rides in this zone .

Revenge of the Mummy: The Ride is the Enclosed Steel Roller Coaster Dark Ride,is belong Dark Ride. A high-speed dark ride that sports sharp turns and fast reverse sections, built within a complex that is partially lighted. This ride was inspired and developed from the The Mummy film franchise.

Treasure Hunters is the mini-Car Ride , belong Track Rides, range from simple themed vehicle rides for guest. This rides a leisure car ride that drives around an abandoned Egyptian excavation site. The ride vehicles are modelled to have the look of vintage jeeps.

5) The Lost World
The Lost World contains many traditional attractions present in most Universal Studios parks around the world and is divided into two sub areas: Jurassic Park and Waterworld. There have four rides and one show in this zone .

Canopy Flyer is the Mini Steel Suspended Roller Coaster. It is belong a track rides. A suspended 4-seater roller coaster car that glides gently over the tree-tops of Jurassic Park.

Jurassic Park Rapids Adventure is the River Rapids Raft System. It is belong Water Attractions – Rapids, rapids is based on large, circular vehicles, which travel along a route or calm water with the odd chance of getting slightly wet.

Amber Rock Climb is type of the Rock Climb/Skill Challenge, is belong Educational Attractions. Attractions that combines elements of the above types whose purpose is aimed at informal instruction. When the attraction completed , the rides will give the certificate with the guest .

Dino-Soarin' is the Fly Around Ride, is belong the horizontal rotating rides. And more complex arrangements where the rotating section is also rotating or moving horizontally or vertically.

Waterworld is the live show . A live-action performance that involves stunts and pyrotechnics, on a stage that is set within a large pool of water.

6) Far Far Away
Far Far Away is inspired by DreamWorks Animation's hit Shrek franchise which depicted how the fairy-tale characters lived in daily life. There have three rides and one show in this zone .

Shrek 4-D Adventure is 3-D Show with Added Effects. It is belong A/V and Film Presentation. It is from classic multimedia attractions to virtual shows introducing special electronic effects.

Enchanted Airways is Steel Junior Roller Coaster,is belong the track rides.

Magic Potion Spin is the Kiddy Ferris Wheel,is belong the vertical rotating rides .

Donkey Live is the Live Show. An interactive live show using digital puppetry technology, which features Donkey entertaining and engaging guests in
conversation in an intimate theatre setting.

7) Madagascar

Madagascar is inspired by the hit DreamWorks Animation franchise of the same name which features four zoo animals, Alex, Gloria, Marty and Melman escaping from the Central Park Zoo and unfortunately crashing onto the island of Madagascar. There have two rides and one show in this zone .

King Julien's Beach Party-Go-Round is the Carousel. It is belong The horizontal rotating carousels include traditional ‘roundabouts’.

Madagascar: A Crate Adventure is the Water Boat Ride. It is belong Dark Rides and the wet Water Rides. The development of non-competitive enjoyment of water has led to an extensive range of water rides and features. This attraction is a river boat ride with state-of-the-art animatronics, digital projection and surround sound, all housed within the hull of a displaced cargo ship.

Madagascar Boogie is a street entertainment.