Ferrari Land to be developed in Spain - Ferrari Life
 
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post #1 of 14 Old 03-13-2014, 09:57 AM Thread Starter
 
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Ferrari Land to be developed in Spain

PortAventura Entertainment S.A.U., a subsidiary of Investindustrial, has signed a licencing agreement with Ferrari to build Ferrari Land, a new Prancing Horse theme park, inside the PortAventura resort and theme park outside Barcelona in Spain.

Ferrari Land will cover 75,000 square metres and include a variety of new and exciting attractions for Prancing Horse enthusiasts of all ages, including Europe's highest and fastest vertical accelerator. An opportunity for the whole family to experience and discover the world of Ferrari.

More good news is that the first Ferrari-themed hotel is also to be built inside PortAventura and will be a luxury five-star establishment with 250 rooms, restaurants and a driving simulator.

The project will involve an overall investment of 100 million euro and the Ferrari theme park itself officially opens in 2016. PortAventura already welcomes 4,000,000 visitors a year, of whom 50% come from outside Spain.
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post #2 of 14 Old 03-13-2014, 10:31 AM
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post #3 of 14 Old 03-13-2014, 11:10 AM
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It worked pretty well for Disney

Maybe one of these days Ferrari will be known as a theme park company that also builds cars!

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post #4 of 14 Old 03-13-2014, 12:48 PM
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This is what drives me to other brands or at least it causes second thoughts about buying new Ferraris.

When I was young it was next to impossible even to buy a Ferrari cap. On a skiing trip to Italy I bought a Ferrari cap from a guy in the street. I just stopped him and convinced him to hand over his cap for whatever amount of lira, don't remember how much. But it was a huge thing to own a Ferrari cap as a Ferrarista. I had never seen a single Ferrari merchandising product in Sweden before coming back with my newly acquired cap.

Sadly, owning these great cars is not so exclusive anymore. Fortunately they are still as fun to drive.

I hope Ferrari is transferring a great deal of money from their lala-lands and pouring it into F1. That might make me buy the concept - in combination with reducing car volumes substantially. If it's a financing machine they're after then fine. Otherwise if diversifying, I would rather see them making race powerboats, race motorcycles, race bicycles, race 4x4 rigs, etc. But I suppose there's so much more money in lala-lands.

I need to find out how much money from the lala-lands goes into F1. If it's substantial I might even go visit the new place in Spain to help us win.

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post #5 of 14 Old 03-13-2014, 01:01 PM
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post #6 of 14 Old 03-13-2014, 01:16 PM
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Quote:
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Okay, this is getting ridiculous.
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Originally Posted by il Capolino View Post
This is what drives me to other brands or at least it causes second thoughts about buying new Ferraris...
Bingo!

I hate to say it, but the other day Mrs Bretm and I were sitting on the couch and I brought up that we should consider buying a Lamborghini down the road, in large part due to what you posted about (as well as their not offering products anymore that truly speak to me - like a mid-engined V12). Fortunately, she shot down my moment of weakness.
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post #7 of 14 Old 03-13-2014, 02:15 PM
 
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Wow.

From an enthusiasts point of view, Ferrari is is a true example of a capitalistic multinational company. They are losing their exclusivity, charm, prestige by doing this, in my humble opinion. Like Abu Dhabi wasnt enough..
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post #8 of 14 Old 03-13-2014, 03:59 PM
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post #9 of 14 Old 03-13-2014, 05:25 PM
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Quote:
Originally Posted by il Capolino View Post



I hope Ferrari is transferring a great deal of money from their lala-lands and pouring it into F1. That might make me buy the concept - in combination with reducing car volumes substantially. If it's a financing machine they're after then fine. Otherwise if diversifying, I would rather see them making race powerboats, race motorcycles, race bicycles, race 4x4 rigs, etc. But I suppose there's so much more money in lala-lands.

I need to find out how much money from the lala-lands goes into F1. If it's substantial I might even go visit the new place in Spain to help us win.




I'd be very curious about that as well. Something makes me think most F1 money these days comes from sponsorship but I might be all wrong there.


One of my clients was a liaison with Ferrari when he worked for Vodaphone. Ferrari has a long list of unused sponsors in the wings and Ferrari choses them, not the other way around. You need not only money but also a product or service Ferrari needs. That is why they dropped Vodaphone. They offered all the money Ferrari ever wanted but Ferrari no longer had need for their product. I also had a client with AMD. Ferrari was only interested in their money when AMD was the only supplier of a telemetry technology Ferrari wanted. I presume Etihad was selected because they provided transport, a big expense for an F1 team. It has always sounded like a high stakes barter system. Probably inspired by Italian tax laws.


I have assumed with that situation in place one side of the street has no need for money from the other side of the street.


Enzo really did the same on a smaller scale. I suspect, if he is still watching that he is jealous he was never as successful at merchandising as the current leadership.

Last edited by Brian; 03-13-2014 at 05:34 PM.
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post #10 of 14 Old 03-14-2014, 12:30 AM
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Hmmmm I feel the Ferrari aura fading with every new commercial branding enterprise. When you continuously put your brand name on cheap tat, eventually it rubs off on your core business and products. Death by a thousand cuts.

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post #11 of 14 Old 03-14-2014, 06:00 AM
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Lambo bret?
Lol. Like I said, it was a moment of weakness!

Quote:
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Hmmmm I feel the Ferrari aura fading with every new commercial branding enterprise. When you continuously put your brand name on cheap tat, eventually it rubs off on your core business and products. Death by a thousand cuts.

Michael
The trouble is that despite their short-comings and push to see how far they can stretch the brand, no one can even come close to beating them at their own game IMO of offering a top-of-the-line experience doused in mystique.

What I think will cause them the most trouble here in the US is their pricing strategy. My back-of-the-napkin calculation says that they've seen significantly higher inflation over the past 5-10 years than their competitors. Their residual value management has also been lack luster to say the least, and their financing programs have lagged way behind anyone else in the industry (which exacerbates their pricing strategy).

While they have been going down that path, more competitors have entered into their segments. And quite frankly, those competitors typically beat them on tangibles.
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post #12 of 14 Old 03-14-2014, 08:02 AM
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Okay, this is getting ridiculous.
My thoughts exactly....thought it couldn't get any worse when they introduced the Ferrari clown shoes and silly outfits, I was wrong and now must go wash the stink out with Ferrari shampoo.
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post #13 of 14 Old 03-14-2014, 02:41 PM
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Oh dear

Best wishes, John
Ferrari: 550 Maranello S/N 110995, Dino 246 GT S/N 6934
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post #14 of 14 Old 03-14-2014, 04:22 PM
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I'm just waiting for the day you owners decide your Speciale isn't Speciale anymore.

When they make a Disney-like kiddie ride based on your car, and you just can't take it any more, I'll gladly take your mass-marketed, common, lost-its-aura hand-me-down.

PS- Pronto Espania, pronto!!

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