Local Theme Parks Invite the Neighbors

You know it’s spring in Southern California this year because the theme parks are warming up to the locals.

While attendance at most theme parks has inched back up to normal, a year of economic sluggishness and diminished travel after Sept. 11 have made for a hard few months. Now, at the start of spring--typically the “slowest season of the year for everyone in our business,” according to Disneyland Resorts spokesman John McClintock--some Southern California tourist magnets are scrambling to pack the parks with local residents.

Disneyland Resorts, the Queen Mary and Universal Studios Hollywood, which rely most heavily on vacation travelers, have taken the most dramatic steps. Special deals, combined with shorter lines and mild weather, add up to the best season in recent memory for locals to venture into Jurassic Park or size up Shamu.

“We took a pretty big hit, particularly with international tourism,” says Brian Pope, vice president of Marketing Services at Universal Studios Hollywood. Universal had new attractions in the works--the Special Effects Stages, a hands-on crash course in effects technology, opened earlier this month--but not enough visitors coming through the turnstiles. So his company, like other theme parks, has started luring locals, who may become repeat visitors.

Universal is offering a $45 single-day ticket that is also a yearlong pass. The theory is that repeat visitors who aren’t paying for admission are still spending money in the park, buying food, T-shirts and trinkets. And they tend to bring friends with them. The tickets are available only to Southern Californians through April 30.

Even with the incentives, Pope said, visitors probably won’t stand in lines longer than 15 minutes during a midweek visit, even for the popular Jurassic Park: The Ride and Terminator 2: 3D.

Even SeaWorld, which typically draws a higher percentage of its visitors from Southern California, is trying to keep those visitors coming. In addition to reprising the hit land, sea and aerial show Cirque de la Mer starting in May, the park is staying open late, adding live music and other attractions that might appeal to those who’ve already seen the seal tricks and Shamu’s stunts. The park is also selling a Fun Pass this year, an offer similar to Universal Studios’: any single-day ticket purchased by April 15 is good for the year.

Disneyland Resorts, which includes Disneyland and California Adventure, calls its sale on tickets--$10 off the regular $43 adult admission--the “Resident Salute.” Any resident can buy up to five discounted admissions. Coupled with a promotion through Albertson’s supermarkets, however, the park is clearly reaching out to area families who might be thinking twice about flying anywhere for spring break. Albertson’s shoppers who buy a 12-pack of Coke or some other specific items will receive a coupon for a free child’s ticket to California Adventure, normally $33, with the purchase of an adult ticket.

At the Queen Mary in Long Beach Harbor, a $10 ticket--$9 less than it cost just last month--will get Southern California residents aboard, and a child younger than 12 will get in free with each paying adult. The docked luxury liner-turned-hotel is also capitalizing on having the circus in town. Cirque du Soleil, the fanciful French Canadian circus, is presenting “Dralion” under the big top in the Queen Mary parking lot through April 7, and anyone with a Cirque ticket can board the ship at no charge to have dinner or a cocktail before or after the performance.

Not all the parks have slashed prices. Magic Mountain reports that its attendance has not been affected much since Sept. 11, because of the new X roller coaster that debuted in January and a loyal following among L.A.-area teenagers. Knott’s Berry Farm, which pioneered the idea of turning a seasonal event into a local tradition with its Halloween Scary Farm, is rolling out Easter EggMazeMent this weekend and launching a ‘50s-themed roller coaster called Xcelerator in May.

Spring break, which started for some last weekend and lasts until after Easter, always leads to bigger crowds at parks. Afternoons and weekends are more crowded than mornings or midweek days, say park administrators. But even with the spike in attendance, all the deals for Southern California residents will remain in place.

“We’re still trying to recover from that period” after the September attacks, says Michael Eggert, director of Queen Mary attraction operations. “Actually, our attendance has been quite good, and we’re hoping with this special price it will convince people in the local communities to come for a visit.”