PortAventura is a huge theme park and a resort located between Vila-seca
and Salou, in the south of Barcelona. It attracts around 4 million visitors
every year and is one of the most famous theme parks in Spain and Europe.
This park includes five different areas based on historic civilizations,
it also has an aquatic park called Costa Caribe Aquatic Park and four hotels
inspired in its park areas.
One of the most important and so that one of its
future objectives is to build up a new resort called Ferrari Land which it will
be an hospitality complex set up by some attractions and a five star hotel inspired
in Ferrari’s trademark. This is a great example of a technology aspect because
they are development some new aspects in a concreted target market.
For instance, PortAventura has arrived to an agreement with Ferrari to
build up a new theme park inspired in the car’s brand, this will be a project
that is expected to be operational in 2016 and it will be a total investment of
100 million of euros.
Ferrari Land will take up about 75.000 square meter of
space and it will also have some rides for all age ranges. The complex will have
the faster and higher accelerator from Europe and the biggest roller-coaster
from PortAventura park.
Ferrari has its own thematic park in Abu Dhabi city
called Ferrari World and PortAventura will take in the first in Europe with the
same characteristics.
Andrea Perrone, Ferrari Brand administrator, says that
Ferrari World has been successful and moreover they had received lots of petitions
to build up new theme parks with Ferrari’s brand. They had selected
Investindustrial, PortAventura society, because is the opportunity to bring Ferrari’s
spirit to Spain, where that brand has some fans and supporters.
Ferrari is placed as the most valuable brand name of
the world and PortAventura Park is the second resort from Europe and the first
from the Mediterranean.
In the end, PortAventura has carried out a strategy
from expansion and a huge globalization with a total investment of 125 million
of euros since 2009.
In 2011, PortAventura build up a children area called
Sésamo Aventura; in 2012 the highest roller-coster from Europe called Shambhala
and in 2013 they extend Costa Caribe Aquatic Park.
Have a rest and take a couple of minutes to watch this video from a simulation of Ferrari Land!
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