The Billboard 1913-03-22: Vol 25 Iss 12 (1913-03-22)

_ -* The Billboarad MARCH 22, 1913. ISX By H. G. Travers ° ° Al, y Novel Park Rides and Devices “ry YT 4 WP aol BLA ay YT 4 . DNA — = The amusement park business is distinctly an American creation. Up to very recent years, there was no such thing as an amusement park in Europe, as parks are known in this country. This business is a very modern thing, even in America, as the amusement park was practically unknown twenty years ago. Like every other new business, it has had to pass through a period of evolution in which various methods have been tried for getting the maximum of profits at the minimum of cost. There are free parks, pay parks, street railway parks, beach resorts, excursion resorts, zoos, concert gardens and white cities. No man can claim to have invented or originated the amusement park, as it seems to have grown up in these various styles from various causes and with more or less success in different localities. The imyortant features of most parks is the riding devices, TTI Tttiw +t. pes ‘k ee peieeee | +4 +4 +4 +4 + pares we Wittaiiit Cleveland. Later they operated a popcorn concession at Euclid Peach, and, because the place was so run down and financially unprofitable, they were induced by dint of much persuasion to take the management of the park. They did this merely to insure its proper operation, so that they could get the best results from the sale of popcorn and candy. Under their management, the patronage of Euclid Beach increased rapidly, both in numbers and quality, until today my opinion is that it is, with possibly one exception, the most successful amusement park in this country. Early in the business they adopted the policy of owning every refreshment pavillion and every ride in the park, as well as the dance hall and other attractions. They have added one riding i “UA sli Z8 Yip 1A I v7 < WAY NTT 7 \ times patrons carry the tickets away with them for use at some future time, as they are not redeemable in cash. The Humphrey Company its rated at over a million dollars, which is tangible proof of the success of their system. They operate a free gate and give very few free attractions inside the park, as the patrons do not expect much along this line. The saving in this direction is large and I believe it is the ideal system, though perhaps not applicable everywhere. If I were starting an amusement park tomorrow, I should copy the Euclid Beach system absolutely, including the ownership and operation of everything in the park. A short time ago I was talking with Mr. Ham, the treasurer of the Washington Railways Company, of Washington, D. C., and he expressed him self to me as follows: “We have decided after investigating very scenic railways, carousels, circle swings, etc. Usually these are : the most profitable of the attractions, likewise the most expensive to install, but no park to-day is considered complete without some rides, and the newer they are, the better. From 1904 to 1907 there was a perfect fever of amusement park promotion, much of which came to a climax and a sad end after the panic of 1907. Since that time the park business has settled down to more of a practical basis, and there are now certain recognized theories which should be followed to a considerable extent, if it is expected to make an amusement park popular and profitable for any length of time. Those parks which weathered the financial storm of 1907, are the ones which seem to have discovered the essential elements which go to make up a profitable park. ‘iort am-sement men agree that the White City or Midway stye of park, like Dreamland at Coney Island, which had no trees, grass nor other natural qualifications of a park, are now a thing of the past, and that a park today to be successful has to have more or less trees, grass, possibly a lake or river, flowers, playgrounds and other features, which entitle it to the name of park. In these surroundings should be installed some up-to-date rides. The Midway style of park was profitable in many locations for one or two seasons, but the buildings were often of a flimsy character and the attractions were many of them good only for a single season, and the result was: these artificial devices lost their attracting power after the first two years. Luna Park, Coney Island; Revere Beach, Boston, and one or two other resorts are exceptions to this rule, because they draw on such a large population that they can afford to keep installing novelties at considerable expense in order to keep up the interest of the public. It is conceded by most experienced men in the business that riding devices are the most profitable features of a park. There are a number of parks which make it a practice to own and operate every amusement ride or every moneymaking attraction in the park. These are the parks which have made the most money and have moved steadily forward in patronage and profit. A notable example of this policy is Euclid Beach, in Cleveland. Right here, I wish to take off my hat to the Humphrey Brothers, who own and operate Euclid Beach. These men started a few years ago selling popcorn from a little cart on the streets of AN IDEAL SPOT FAR FROM THE MADDING CROWD device after another, until the receipts from that source alone are enormous. Humphrey Brothers bought a Circle Swing in 1905 for $9,000. Mr. Humprey told me a few weeks ago that they had taken in $70,000 on this ride. It is easy to figure the difference between the profit that they made on this circle swing by owning it, and what they might have made had they received 20 per cent. from a concessionaire. They also have several coasters and other rides in the park, some of which earn from $30,000 to $50,000 in a season. No amount of persuasion could induce the Humphrey’s to change their policy of owning all their riding devices. The Humphrey Company sell only one kind of ticket in their park, which is good for all attractions. It is a five-cent ticket, and is sold in a large number of booths scattered all over the park. It is customary for patrons to buy 25 cents worth, or a dollar’s worth—and sometimes five dollars’ worth—of these coupons when they come to Euclid Beach, and stay until they use them up. It is conceded to be the best ticketselling arrangement that could possibly be devised for a park, but is especially applicable if the park company owns all the attractions. One of these five-cent coupons will buy soda water, popcorn, a ride on the circle swing, or it is good for one couple for one dance in the danee hall. Many patrons spend more money than they otherwise would by this arrangement, and some carefully into the subject of operating an amusement park, that the only system to follow is a free gate and a few good, upto-date rides, a good dance hall and everything owned by the park company.” Following this policy, Mr. Ham's company are making a big success of Glen Echo Park. Last year they built a roller coaster, which earned exactly 100 per cent. on its cost. They also built a dance hall, in which they charged five cents per dance, and on which they earned a trifle over 100 per cent. on the cost. They are taking out one ride this year and putting in a gyroplane, with the idea that a good many of the parks which were , Most successful at one time are today being spoiled from having too many riding devices and other attractions, which cut up the business in such a manner that the receipts of each attraction are materially decreased, although the operating expense of each ride remains the same as it would be if there were only half as many attractions. The policy of Glen Echo Park ts to take out one ride every time they put in a new one, and they expect to put in something new every year if there is material available for the purpose. This question of owning too many rides in a park, is one of the mistakes wnich a good many parks have made. In the good old days of 1904, 1995 and 1906, there were only a few rides in each park, and these were very profitable. About that time everyone in the amusement business went “ride crazy,” with the result that there are some parks today that have from fifteen to thirty riding devices. It is a well-known fact that the ayerage expediture per capita does not exceed twenty-five or fifty cents, and it has been learned by sad experience that this amount cannot be increased very materially by the addition of a large number of new attractions. Those parks today which are making most money are those which put in one or two new attractions every year when they can get it, but at the same time, take out the poorest and least profitable of the old attractions, so that the total number remains about the same. Occasionally, you will find a self-satisfied park manager who has some old rides in his park, and has not put anything new in for a long time. In nine cases out of ten, you will find that he has a park which is decreasing in patronage, or at least it is not increasing as it might if he weuld put in new material. It is not always necessary to install @ big ride to keep up the interest. Sometimes a small and (Continued on page 142)