Benchmarking:

Enchanted Kingdom
Amparo, Cherry May F.
Arguilon, Shane Marie V.
Ramos, Rachelle B.

Enchanted Kingdom
Atheme parkin thePhilippines.
Located inSanta Rosa City,Laguna
Land area of 17hectares(41acres).
The park is managed and operated by
Enchanted Kingdom Inc.
First class theme park in the country.

Cesar Mario Mamon

The man behind Enchanted Kingdom
The first Filipino to be elected as chairman of the 95year-old International Association of Amusement Parks
and Attractions
He is also the founding president of the Philippine
Association of Amusement Parks and Attractions
(PhilAAPA)
Former sugarcane farmer before the theme park is born.

The Problem
They have sold some of their lands to Ayala due to
difficulty in maintenance.
They have nothing to do with the capital and the
remaining 12 hectares of land.
The family wants a different way of life.

Planning
The family think of a better investment.
They consider old Fiesta Carnival, Star City, Big Bang
and Boom na Booms strategies to win park goers that
time.
Theme parks were just limited that time.

The Plan
we realized there was an opportunity for a fixed
amusement facility that is more in the mold of
Disneyland or Knotts Berry Farm. A destination, which
would not just be a consolidation of rides, but a park with
a story, characters and zones, which people will enjoy as
an escape from reality. A place where parents and their
kids can be transported into a whole new dimension.
Then and there, the concept of Enchanted Kingdom
was born, and the rest isa magicalhistory.

Three international figures Mamon

admires the most
Walt Disney
Pope Francis
Steve Jobs

Future Plans:
expand its area to 35 hectares from its present 25
hectares.
convert Enchanted Kingdom from a four- to six-hour
attraction or theme park to a weekend destination,
which simply means that one day would no longer be
enough to experience all of its attractions.
Become a single big-scale attraction; three hotels; a
commercial retail mall; the expansion and addition of
world-class rides and attractions for children and
teenagers; a 10,000-square meter exhibit area for
corporate and educational purposes and concerts; and a
separate division for a four-hectare water park.