Theme Parks: Weighing in on Blackstone's purchase of the Busch parks

Friday, October 09, 2009 Theme Parks: Weighing in on Blackstone's purchase of the Busch parks Ever since the international beverage giant InBev acquired Busch Corp. a little over a year ago , it has been expected that InBev would spin off the parks division. Swimming rapidly through the industry is the news that the private equity firm Blackstone has stepped up...

by Judith Rubin (see: Anheuser-Busch InBev Reaches Agreement to Sell Busch Entertainment Corporation to Blackstone) Blackstone's attractions empire under the operational umbrella of Merlin Entertainments was already extensive, with ownership or interests in Lego parks, Universal parks and Madame Tussauds, among others. We polled some former executives and employees of Busch Entertainment Corp. about the transfer, asking “What advice do you have for the new owners of the Busch parks? What priorities should they have? What should they hold dear?” Alan Stein President at sky's the limit international Former corporate director, entertainment, Busch Entertainment Corp. “Obviously this is a milestone in the history of Busch Entertainment. This company is blessed with tremendous leadership. From Jim Atchison, the CEO, and the entire corporate team, through the individual park management to the front line worker, what this team has in spades is PASSION. That's why there's such little turnover at BEC. From the animal trainers to the entertainment teams, from design and entertainment to HR to revenue, to marketing and everyone in between, this is a dedicated, committed, strategic and unbelievably talented team that simply loves what they do. “From what I hear of Blackstone, they tend to keep current management in place, which would be terrific. I think this is a great day for BEC/Worlds of Discovery, one full of optimism and hope for the future as an independent company that comes from an endowed tradition of quality and extraordinary leadership to a bright new future. I could not be more pleased for my many wonderful colleagues. This is indeed a positive, exciting step forward in the history of this great organization.” Jumana Brodersen President at The J Co., LLC Former corporate director of creative development at Busch Entertainment Corp. “Overall, I think it is a good thing for BEC, especially that they will be able to keep names and brands. Atchison is a savvy leader who truly cares. It sounds like he got a great offer and was able to protect the structure of the organization and his employees. What a great thing to get, especially in this economy. “With an organization like Blackstone that understands the entertainment industry, I am sure they will continue the legacy of Busch and spend the appropriate capital to keep the parks competitive and relevant. “Time will tell.” Elaine Swanger Principal at Elaine Swanger Designs Former design manager at Anheuser-Busch Companies “A lot of good people left the company when it moved its headquarters to Orlando, people who were responsible for some of the spectacular recent attractions, entertainment programs, and marketing campaigns. Development of new projects has been on hold for a year, and it will be great to see the parks get back on track. “The top priority should be fast tracking some smaller projects. Disney and Universal have not stopped planning, and have new attractions to interest visitors. BEC/Worlds of Discovery should focus on some facelift-style projects at all the parks to have something to promote in 2010 and 2011. “As far as what to hold dear: one of the best things about the parks is the earnest commitment to animal care, to education, and to giving the guests the best emotional connection to the animals. Every new attraction should have that connection as its foundation.” Linda Smith President, Smithink, Inc. Former corporate VP, brand management, Busch Entertainment Corp. “The timing of the sale of the Busch Entertainment parks is quite exquisite, as it was exactly 20 years ago this November that Anheuser-Busch purchased the SeaWorld parks. Over the past 20 years, the quality and depth of the guest experience at all of Busch Entertainment’s parks has increased dramatically, as has the value of their brands. “With a long-term strategic plan to evolve both the product and strengthen the brands, with prudent risk taking and a strong leadership team, Busch Entertainment has become one of the most highly regarded theme park owners and operators around the world. The experiences at their parks are unrivaled for their authenticity, their appeal to the whole family and the ability to gain a greater understanding for the world we share, through up-close encounters with the largest animal collection in the world (a responsibility that BEC takes very seriously). “We are thrilled for BEC, now known as Worlds of Discovery, as they begin a new chapter in the company’s history and begin to chart a new strategic plan for their continued success.” David Smith CEO, Smithink, Inc. Former corporate VP, entertainment, Busch Entertainment Corp. “Blackstone is purchasing one of the true gems in the theme park industry which includes a terrific portfolio of parks and a management team with a deep commitment to quality. With Blackstone being a highly respected private investment company with experience in the industry, Busch Entertainment is surely grateful to have a new owner with genuine interest in its long term performance. “In a world of changing tourist patterns, changing entertainment preferences and a new generation of family values, I am hopeful that Blackstone recognizes BEC’s unique position in the industry and supports continued capital investment, enabling BEC to continue shaping all aspects of its product as it has done so well in the past. “Over the last 20 years BEC has completely transformed its SeaWorld product and made all its parks more appealing, more popular, more profitable... and more valuable. It has wisely extended its brands and strengthened its product offerings. I am hopeful that under Blackstone’s ownership that BEC will given the opportunity to build upon this momentum and prove to be a wise investment.” See also: Transitioning from Corporate to Independent in the Themed Entertainment Business Theme Parks: Fun For Mom at Manta Alan and the Whales: Theme park design & animal attractions for Busch Entertainment Theme Park Design and Project Interruptus – David and Linda Smith of Smithink, former Busch Entertainment execs, carry on Amusement Parks: Busch Corp.’s Themed Entertainment Legacy in St. Louis
Posted By Judith Rubin -- At 7:25 PM \| Comments (3) \| Trackbacks (0)
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Categories Amusement Parks, Attractions Business, Themed Design, Waterparks, Zoos & Aquaria Tags bec, blackstone, busch, Merlin, SeaWorld, tussauds
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Comments :

Fantastic post! I found the opinions of former BEC executives on the Blackstone purchase both enlightening and supportive. Thanks for reaching out to these folks!

O.

Comment By O. Lee Mincey At 10/10/2009 8:45 AM

Very informative! Can't wait to see what the future holds.

Comment By Nick At 10/14/2009 3:36 AM

Real interesting. All seem to be positive about this move whch is a great thing for the parks. Glad about this, these big corporate takeovers are not always a bad thing and Blackstone/Merlin seem to have dne great things for Tussauds, Lego and the rest over in Europe. Important thing is Merlin seem to 'park guys' not just money men so it's looking good... Interesting comment: 'Development of new projects has been on hold for a year, and it will be great to see the parks get back on track' I second that!

Comment By Lee Bute At 10/16/2009 1:33 PM