UNIVERSITY OF BOHOL

PROFESSIONAL STUDIES

CASE 02 – MERRYLAND AMUSEMENT PARK

CASE STUDY

November 12, 2022

Report submitted to:

Dr. AMMON DENIS R. TIROL, DM, CPA
as partial fulfillment of the requirements in
BA207 – BUSINESS POLICY
First Semester AY 2022-2023

KEZIAH REVE B. RODRIGUEZ

MASTER OF SCIENCE IN BUSINESS ADMINISTRATION
Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

Table of Contents
Introduction 3
Question 1: Who exactly are the Merryland’s customers? 3
Question 2: What are their needs, wants, and desires? 3
Question 3: What is the best way to market and advertise the Amusement Park to its
Customers? 4
Question 4: Is Control of the Operations important for Tony as an Entrepreneur 5
Question 5: What is the right balance of control and risk for each of the purchase
options? 5
Question 6: How will Tony’s core values impact his ability to make important
decisions? 7
Question 7: Is Tony’s passion to help disabled kids overshadowing his ability to bring
corporate life back to Merryland? 8
Conclusion 9

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

Introduction

Merryland Amusement Park has been a feature in Kansas City; Kansas until its
closure in 2009. The Park was originally started in 1955 by Stanley Merry. Upon his passing
in 1988, the Park was passed along to his daughters-in-law, Samantha Steinberg, who had
very little interest in running a theme park. Her husband, Alan, took care of the day-to-day
operations of the park until 2008.But this park has poor financial management. One of the
main reasons the park failed was because of its poor financial management. There were
not enough funds to maintain the rides and gain more customer attraction. Tony has three
investment options, which he applies for financial development and poor performance. His
first option is to buy the park, make the renovations, and reopen it under his management.
Tony also wanted to directly serve the disabled kids and their family of Kansas and
surrounding states.

Question 1: Who exactly are the Merryland’s customers?

Based on the Case information, Merryland Amusement Park is suitable for kids and their
families. Customer loves to join camp programs. Camp is known for doing camp programs.
This Amusement Park is a group of entertainment, ride, and other event in the location for
the enjoyment of large number of people. Their customers consist of:

• Family household (Families) with • 18 years old and above male and
their children female customers
• Married couples • Elementary school students
• Female Householder

Question 2: What are their needs, wants, and desires?

In Merryland Amusement Park, the customers main attraction is the Wooden

Roller Coaster. Other needs, wants, or desires include:

• Friendly environment • Low ticket price

• Advanced Technology • Repairing and maintenance of
rides
• Advanced rides and features • Highly attractive Water Parks
• Safety of Rides • Discounts and Family Fund
Packages
• Rides suitable for every age

Tony believes the Amusement Park would be able to serve persons with disabilities,
kids and their families in Kansas and surrounding States. He wants to put his creativity and
innovative marketing skills to work so he could have some compensation commensurate
with the work and profit, and an investigation report that park need more advanced rides
and it must be decorated with new designs and styles. Another Report said that kids under
seven years old would prefer simple rides while the kids over seven including adults prefer

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

a variety of rides including water-based attractions. Therefore, we can say Tony has the
desire to have a high-class Amusement Park where it can be inclusive and gain profit from
it at the same time. His plan of this Amusement Park is not only focused on the owner’s
desires but also on the customer’s preferences, to make them happy and satisfied.

Question 3: What is the best way to market and advertise the Amusement Park to its
Customers?

Merryland is a local theme/fun park that originally opened in 1955 and closed in
2009.Tony wants to buy and reopen Merryland Park. To promote Merryland Park to its
consumer/customer they can use some ways. They can let people know what is best in that
Park and why people should come there promoting the different features of the rides that
are available.

Screamer Roller Coaster:

For residents of Kansas City, there was only one reason to go to Merryland- the
roller coaster. Some people nicknamed it the “scream machine” and with good reason. The
history of the “Screamer” reflected a constant search for greater and more death-defying
thrills.

Merryland Park’s Screamer roller coaster was a product of the Philadelphia

Toboggan Company and one of the last surviving original wooden coasters designed by
Herbert Paul Schmeck. Along with the trademark attractions was the park’s Wurlitzer organ
with Louie the Clown on front of it. The local’s say it’s still one of the best roller coasters
they’ve ever ridden. This was one of the best places they could go with their friends and
family on weekends and have fun.

To promote their park the owner of the park can inform people about their Screamer
Roller Coaster. The roller coaster is 50 years old, and it is wooden made which is not
available any more in other places. It can attract people to come to the park.

Twenty Acres Park Area Extension:

The park has total 50-acre facility – twenty of those acres were still in woods and
fields behind the 30-acre theme park area. They can use this area for camping. And let
people know about this area.

Historical Place:

The park is over 50 years old so it can be considered a historical place. Merryland
Park was an integral part of Kansas City’s history. People will find interest in historical place.
Where else could the ride a 50 plus year old coaster? The old part of that is the thrill.

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

Cheap and Nice:

Merryland Park is cheap and a nice place to take children. It may have been
considered a beginner’s theme park, but at those prices, how anyone could resist going
without kids. It was a great place for first dates and senior citizens as well. They need to let
people create memories that encourage them to come again.

Inclusive Theme Park:

The Merryland Park is for all ages. Children, teens, adults anyone can come and
enjoy. Alan and Samantha, unlike the previous Owners, were far removed from the
changing needs, wants, and desires of a new generation of amusement park children,
teens, and adults that began to take shape in the early 1990’s. Customers demographics
had shifted and Merryland didn’t shift whit them. Now the owner must differentiate among
different customers, regardless of age and arrange according to their desire and wants and
inform people. It will create interest about park among target customers.

Technology:

These days, everyone is familiar and literate with social media and technology.
Merryland should make it promotion/marketing to invest and engage on technology and
social media. By sending email to customers or promoting events or opening any group in
social media and advertise on it, they can attract customers. Tony can have cost effective
methods, reach hundreds more people, places photos of the park on their website and offer
the ability to communicate with prospective customers in real-time, which consumers really
like.

The owner wants to see Merryland as the bigger, more lavish Theme Park, however,
he has to offer attractive water parks, modern steel coasters, entertainers, and an endless
array of promotions, discounts, and family fun “packages” that will make it the several
hundred-mile drive to be thrilled and entertained.

Question 4: Is Control of the Operations important for Tony as an Entrepreneur

Yes, control of the operations is necessary for Tony as an entrepreneur. As a

successful entrepreneur, Tony must have the full control over all the activities of the
organization. He should know about the revenue, expenses, profit, and other activities to
do the future improvement in the organization.

Question 5: What is the right balance of control and risk for each of the purchase
options?

Risk Assessment:

To properly manage their operations, managers need to determine the level of

financial and compliance risk they are willing to assume. Risk assessment is one of

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

management's responsibilities and enables management to act pro-actively in reducing

unwanted surprises. Failure to consciously manage these risks can result in a lack of
confidence that financial and compliance goals will be achieved.

Control Assessment:

An effective control environment is an environment where competent people

understand their responsibilities, the limits to their authority, and are knowledgeable,
mindful, and committed to doing what is right and doing it the right way.

In this Case, we can see that Tony is the Independent Entrepreneurs. Here we will talk
about the right balance of control/risk for each of the purchase options for the business.
Tony found out that there are three funding option can bring success Merryland.

Option 1: Altria’s Cash Offer to Purchase

Altria wanted that Tony to work for them. They were also aware about Tony’s growth
performance with Showbiz Pizza and is impressed with Tony’s ability to build business,
profits, and market share. Altria’s executively offered and wanted to invest $25 million so
that Tony can add waterpark and more renovations profitable for Merryland. Tony was
interested to take money from Altria. Before taking the offer, Tony must research about
Altria Group and obtain interesting information. Altria provided some specific condition:

• The park must promote only the Altria product line. This will include displaying the
Altria name prominently around the park, having all the rides and game kiosks offer
prizes that emphasize the Altria product line, and banning the sale of all other
competitors’ products.
• As manager, Tony must offer/honor free tickets and/or discounts to customers who
mail in a certain number of points from Altria product cartons and packages.
• The name of the park must be changed to Altria Gardens and Water Park.
• Altria wants 10 percent of the gross profit. They agree to give Tony total control of
operations but insist that he consult with them before he makes any single
expenditure over $50,000. Altria will promote the theme park on its product
packages and cartons during pre- and early-season promotions in March and April,
and again during July for a fall push.

Option 2: A Consortium of local business Entrepreneurs

Merryland is historical site of Kansas City for that some business entrepreneurs of
Kansas City contacted Tony and offered to purchase the Park. Merryland become a part of
Kansas City people’s life. They laid out the some offer for Tony:

• They will allow Tony to make the renovations to the existing park and let Tony
completely manage and control the daily operations.

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

• These “venture capitalists” want 40 percent of the park’s net income but will give
Tony total autonomy in running the park’s day-to-day operations.
• They also want the additional 20 acres of land signed over to their control for
additional purposes they will not disclose. They state their primary interest in
rebuilding the park is to offer the people of Kansas and surrounding states the same
experience as they had while growing up.
• Each of the investors currently runs at least one other business and guarantees park
promotion and publicity through those existing enterprises.

Option-3: Getting a Loan

Finally, Tony to take a conventional business loan. He will take a loan from his
brothers Investment bank.

• This friend believes Tony could get a loan for the purchase of the park without any
difficulty, but he does not believe he can get the full amount needed to renovate
Merryland and build the water park. An initial inquiry reveals that Tony could get
$9.2 million for the purchase and renovations.
• His friend believes that if the park is profitable for the first two years, then he can
obtain another $10 million to build the water park. His friend, however, did not
specify what is considered “profitable.”

In discussing all 3 options, it can be assessed that Option 1 is best in balancing the
control/risk for each purchase options.

Question 6: How will Tony’s core values impact his ability to make important
decisions?

Tony’s core values will impact his ability to make important decision.

Core values will help to know what is right from wrong and this is helpful to make
decisions for a certain event or occurrence. Tony has creativity and innovative skills that is
much needed for the Merryland Amusement Park.

From the Case Study, we find that Tony found number of issues that are problem
for the park and show some ideas that could be taken as solution. When Tony investigation
into purchasing the park that many of the rides were old and deterioration was also reflected
on the company’s balance sheets. The park had old carousels and big old roller coaster.
But at the present time new machinery is more present in the modern park. Besides, this
customer demographics had shifted but Merryland was not able to change them.

By seeing the issue above, Tony’s core values are useful in making decisions about
for the Park. Tony wanted to renovate and reopen the Amusement Park. This proposal may
attract customers which can lead to more and more revenue to be earned. As a Manager,
Tony can provide offers like free tickets or discounts to the customers who mail in a certain

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

number of points from Altria products cartons and packages. This will also be helpful to
make decisions.

Question 7: Is Tony’s passion to help disabled kids overshadowing his ability to

bring corporate life back to Merryland?

No, Tony’s passion to help disabled kids is not overshadowing his ability to bring
corporate life back to Merryland.

According to the Case Study of Merryland, Tony proves his ability that he had
previously worked in Kids’ Summer Camp and as an entrepreneur. Since he was a manager
in a Summer Camp, he was able to achieve abilities like:

• Catching the hidden talent of kids/people: Since Tony has worked with disabled
kids, he found the hidden talent in them. This helped him catch the talent in others
and implement that talent in his business. Though he has some attachment with the
kids, he is not letting it interrupt his attachment with the business.
• Best use of leisure time: Tony utilized his leisure time which makes him the best
user of free time. At first, he did the job as a volunteer but then he found that it is his
passion.
• A quick learner: As soon as he gets to learn something new, he learns it quickly
like how he learned the disabled kids’ skill and abilities.
• A good motivator: Though he lost his own motivation quickly, he also bounced
back quickly. In the meantime, he tried to boost up the confidence of disabled kids
through activities and speech.

Tony was born in Chesapeake, Virginia. He has double major in Economics and
Accounting from University of Richmond. He served as president of his fraternity and
improved the overall quality of food, house service, negotiated better utility rates, and
achieves all of it without having to increase monthly rent rate. He is an entrepreneur and
according to the case it shows that he has the ability like:

• Innovator: Tony is the person who generates new ideas and implements those
ideas in his business. He thought of new ideas to run Merryland Amusement Park
in a better way so that it can generate profit.
• Good leader: He is a good leader as he doesn’t have any conflict with other
colleagues. He executes all the work smoothly.
• Loves to do work: He worked in Summer Camp even with a little salary and enjoyed
the work which shows how much he loves his job.
• Strong academic background: He has a double major on Economics and
Accounting. This helps him to run the business strongly.
• Ability to manage people and task: He was in a Managerial position in the
Summer Camp, hence from that position, we can point out that he was a good
manager who can handle both people and task.

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Case 02 – Merryland Amusement Park: Case Study
BA207 Business Policy
University of Bohol Graduate School and Professional Studies

• Intuitive: His decision to change/introduce new rides and amusement activities

shows that he is intuitive who can predict the future business position of an
Organization.
• Researcher: From his research, he found that the park needs to be changed as
other parks are already providing new rides and entertainment events.

On the topic of Corporate Success, he is the right person who can run Merryland
Amusement Park and the question whether this will dominate or overshadow the business
since he has the attachment with disabled kids, is separate from the business, there is no
conflict of interest.

Conclusion

In conclusion of this Case Study, Merryland failed due to poor management practices, lack
of maintenance, and marketing. It was not improvising and adapting with the current trend.
Tony took over the park and reopened it to modify. He wanted to help the disabled kids. He
was idealistic and persistent with his plan to make new and exciting rides various kinds of
people.