CONCEPTS AND PARADIGNMS

GAURIKA GROVER

UNIVERSAL STUDIO,SINGAPORE
AMUSEMENT PARK
UNIVERSAL STUDIO SINGAPORE

What is a universal studio?

Universal studio is a theme park built to raise tourism in Singapore. The theme park is located
at Sentosa within Resort World Sentosa. Genting group was the one bidding to build a second
integrated resort in Singapore. On 19 April 2007, the start of building the Resort World Sentosa
( RWS ) was commence. After few years of construction and the park was then opened to
public at 18 March 2010 recently. The universal studio brings about lots of wonderful
attractions bringing 24 movies – themed rides and attractions experiencing new rides and shows
based on blockbuster hits. It is both locally and tourist enticing place for Singapore to build
upon.
The world famous theme park was a major coup for Sentosa Island. Its compact size belies the
huge fun factor and visual impact of excellent Universal classics along with new novelties
within landscape settings. Cleverly utilizing the central island site, the Park proudly displays
major rides, the Egyptian-themed ‘Revenge of the Mummy’ and ‘Jurassic Park Rapids
Adventure’. Here a river-rapids ride provides a long and entertaining journey in circular rafts
through a Jurassic like jungle of real landscape.

History of Universal studio

Genting group was the investor that came to bid successfully upon building integrated resorts
in Singapore located at Sentosa. Commence of building the RWS and universal studio starts
on 19 April 2007. The park was finally opened on 18 March 2010 upon three years of
construction. The park was opened for sneak preview during the Chinese New Year period to
promote and let the people know about the place and great place to spend for the special
occasion.
Sneak preview week started on 14 to 21 February 2010 from 5pm to 9pm every night. The park
was opened for sightseeing purposes as none of the rides is operational which serves the
purposes of promoting and tempt the people to see how great and wonderful the place was to
be spread around anticipating the official open of universal studio and invest upon the place.
Visitors have to pay 10 dollars only to goes in the visit the long awaited universal studio. Also,
team members are allowed to bring their families to visit the park before the public are allowed
to do so.
After the official opening, some of the attractions would be opening later at a different timing
due to unfinished construction and safety of the people. The largest roller coaster has been
hailed due to the safety and problems they encountered when the ride is opened.

Achievements of universal studio

Universal studio has brought about some attractions and rides which is available in other
countries and brought it back to Singapore for the locals. Local people are able to enjoy the
attraction which can be found in other countries locally. Each ticket would cost about 62 dollars
for weekdays and 72 dollars for weekend for adult pass. With such a costly ticket it will
certainly bring more income for Singapore. The place consists of 30 restaurants inclusive of
food push carts and 20 unique retail stores located all over the park. 7 zones of movie themed
world and 22 attractions have been designed.
Not only are they able to access the Universal studio, they are able to venture into the sentosa
island which also serves the purpose for tourist attraction. It has brought the best movie –
themed attractions packed within the seven zones to life. Attracting locally and tourist into the
dazzled place packed with fantasy for and both children and adults where they have been
wishing for.
It has brought about entertainment to people and turning moments to lasting memories of
people who visited there. There would be themed hotels available to cater the needs of people
and their choice of preference. It has successfully brought Singapore a unique theme park
which is the only one found in Singapore.

Aims of Universal Studio

It has successfully brought Singapore a unique theme park attracting lots of tourist and locals
to visit it. Their aims for market are to bring tourism and economical of Singapore to a greater
heights. It is to maintain quality service and entertainment to those who visited it for lasting
memories. Hoping they would be back to visit the place again on their next trip back to
Singapore.
What is so unique about Universal studio?

The unique points about universal studio is the 7 zones of movie themed world which has
brought movies characters alive giving visitors memorable visit and trip making to money paid
worthwhile.
Featuring 7 equally fascinating zones:
 Hollywood
 Madagascar
 Far Far Away
 The Lost World
 Ancient Egypt
 Sci-Fi City
 New York
Hollywood is a themed place which features the Hollywood boulevard where dynamic
architecture, palm trees and walk of the fame. It features shows like where universal monsters
in a rock and roll musical performances bring joy to visitors. It is also the place where most of
the shopping can be done. Many iconic Hollywood boulevard.
Madagascar is also one of the dreamwork animation inspired theme zones where it features
the dense tropical filled with wonderful characters of Madagascar in the movies. There is a
merry go round where we can ride it to be feel like surrounding the Madagascar character and
once again be like a child. Unfortunately not all the rides is opened there which will bring
people to goes back next time when it is opened so as not to miss any wonderful attractions
there.
Far Far Away land is a movie themed place inspired by dreamwork animations mainly
featuring Shrek and the rich fairy tales life. Knowing the characters that living within the fairy
tale walls coming to life. Shrek house was being build and there is Shrek 4D featuring a short
and realistic movie where we can actually feel the action right from the seat in their short fairy
tale adventure. Junior roller coaster is available to for riding too.
The Lost World is divided into two areas Jurassic Park and Waterworld. Featuring both two
movie blockbuster hits which are popular among the people. The Lost World helps people to
get to know more about dinosaurs and seeing the movies coming alive before their eyes. There
are rides featuring the perspective of dinosaurs and how it is like to be surrounded with
dinosaurs. Rides which consist of the bird eye view of the place, and some thrilling river raft
ride ensuring us to be soaking wet at the of the ride. Waterworld is a water based attractions
where we can get to see stunts, amazing explosion live in the water show
Ancient Egypt is a place featuring ancient pyramids and archaeologist site appearing in movies
like the mummy similar to it. Roller coaster is the most exciting rides in the universal studio
aside from the huge roller coaster which is not functioning till further notice. It allows us to
feel the fire and actually knowing more of ancient pyramids.
Sci – Fi City is a place featuring the modern place of people where future place would look
like base on our high technology nowadays. It is also where the two major roller coasters
situated at. It is just basically for sightseeing purposes since most of the attractions are closed
due to safety issues.
New York is a place where the sidewalks and classic landmarks are being featured. There are
facade set of movie scenes for real time movie productions. Where there are attractions that
showed us how the movie is being produced and how tedious the actual filming would be
bringing a spectacular effect for the movie screen.
Beyond visual design, music creates an important aspect of the Universal experience. Each
zone in Universal Studios have a different thematic music which blended in with their zone
and helps to set the mood. The anthem like opening of Universal Studios, heard in thousands
of movies showing in millions of screens, help to reinforce that feel at the entrance
SWOT Analysis

Strengths

USS is located in the City State of Singapore – easily accessible and at the crossroad of major
air traffic flow that can direct a huge potential market to the Studio.

It has a very strong appeal to visitors and tourists, as Universal Studio is already a well-known
Branding internationally.

The individual attractions, shows and rides within USS are really world-class and offer
unparalleled fun and enjoyment to the visitor

USS is an important component within a newly-developed Integrated Resort in the Leisure

Island of Sentosa, that include casino, conventions and meetings, hotel and F&B. Each area
can draw on each other to generate more business and increases revenue which could
eventually contribute to Singapore’s growing economy.

Weaknesses

USS needs to keep improving and creating new attractions, rides, performances etc to bring
repeat visitors back and sustain visitorship numbers.

USS is highly dependent on tourists’ visitors to sustain its daily visitors.

The admission charge is relatively high and will be a major set-back to visitors.

Visitor numbers are currently high every day, so there is a need for advanced bookings of up
to a week to ensure getting admission tickets for a preferred visit date. However last-minute
plan to visit USS may result to tickets being sold out and thus people wanting to go would be
disappointed.

USS requires high operating and maintenance costs and will take many years for the investor
to recover its total investment.
Opportunities

1. The regional market potential is huge for USS. Strong economic growth in the region will
lead to better spending. This will result to more tourists arrivals at Singapore, and USS.

2. The Singapore Tourism Board has set high target for tourism visitorship targeting to hit 15
million visitors by 2015. USS is thus able to capture a huge amount of this number as it is a
major tourist destination for these visitors to visit.

Threats

Economic downturns and recession when it happens, will negatively affect USS in a big way,
since traveling and spending will drop due to such poor economic condition.

New players and neighbouring countries will try to copy the success of the Integrated Resort
concept and develop their casinos, theme-parks, hotels. All these will present a threat to USS
as visitors are drawn away from it.