Managing capacity and flow at theme parks

The growth of service industries and their impact on the US economy have attracted considerable attention in recent years. While some service sectors, most notably airline and telecommunication industries, have been in the forefront of model development, the industry is rather fragmented, and similar rigor is lacking in most other sectors. This paper describes an application of a model-based approach to some of the short-term ride capacity and visitor flow issues faced by the Six Flags Magic Mountain (SFMM), a major national theme park. Specifically, we consider daily operations at the theme park and focus on the generation and evaluation of alternative strategies for managing ride capacities and visitor flow. Management of demand involves two aspects: (a) understanding customer preferences as revealed by routing behavior, and (b) using the model to evaluate the implications of changes in transition-behavior. A crucial component of the study relates to the empirical data collected. Besides verifying the validity of the models, these data provide several insights for developing schemes to manage the day-to-day operations of the park. The SFMM management was actively involved in various phases of this study and as a result has been introducing the proposed models in a phased manner.