The global amusement park business was valued at $56.32 billion (PHP 3.2 Trillion) in 2022 and is expected to grow at an annual compound growth rate (ACGR) of 6.2% from 2023 to 2030, according to Grand View Research.

In the Philippines, Enchanted Kingdom in Sta. Rosa, Laguna, enjoys uncontested status as the most popular theme park and has yet to be challenged by another major player in the same industry. Founded by Mario Mamon, the company continues to innovate and expand the business as it is poised to celebrate its 30th anniversary.

Prior to Enchanted Kingdom (EK) Inc., the theme park business was non-existent in the country with amusement limited to a few parks and seasonal carnivals. Mario Mamon knew that the massive undertaking carried equally gargantuan risks but he believed in the project so much that he and his partners spared no expense in building a world-class attraction. EK opened its gates to the public on October 19, 1995, with seven meticulously laid-out themed zones interspersed with food stalls, merchandise outlets, soda shops, and various skill games. It wowed guests with colorful parades, choreographed dances, and had a band stand where people could watch live performances while taking a breather. Now, after almost three decades, EK boasts of nine themed zones, 11 event venues, 19 gift shops, at least 20 entertainment shows, and 30 thrilling rides and attractions. Its biggest draw though is AGILA The EKsperience, which is the first and only flying theater in the country. The park covers 12-15 hectares of land with room for expansion.

The Business of Fun

Anna Mamon-Aban, daughter of President Mario Mamon and COO Cynthia Mamon, is the Head of Business Development and Digital Transformation of EK. “I’m responsible for identifying strategic partnerships and projects that drive business growth. My team also handles Tenant Operations,” says Mamon-Aban. With 70 partner outlets (food, merchandise and gated attractions), it’s her job to ensure everything runs smoothly once the gates open. As the digital lead, she adopts the latest solutions to improve internal business processes with the goal of enhancing the park experience of its guests. 

Mamon-Aban is no stranger to the tech industry. She lived and worked in Silicon Valley, California, for 12 years. While there, she held executive management positions (as Director for Business Development of mobile and tech company 4INFO and as Partner Marketing Manager of startup venture Sonopia) that honed her skills prior to joining EK. 

Why did she decide to come back and join the family business? “My husband and I agreed that it would be best for our growing family to settle in the Philippines so we could achieve a better work-life balance. Nothing compares to having the support of the family. Even my siblings who initially pursued work outside the park business naturally decided to continue our parents’ legacy,” Mamon-Aban shares.

Among the successful projects launched under her stead are the EK Online Store (EKOS enables customers to purchase merchandise, tickets, and the Magic Card annual pass online), EK’s official mobile app (which offers an interactive park map, ride and show schedules), and other internal tools to automate monitoring park operations. Meanwhile, Mamon-Aban’s team is also in charge of elevating EK’s online presence through engaging and posting relevant content using popular social media platforms (Facebook, Instagram, TikTok, Youtube and its own official website). Guests both local and international are drawn not only by the published attractions but also by photos and reviews organically shared by former patrons. This is why the PR team often reshares online posts of guests to prove that the magic, if you will, is real.

Mamon-Aban draws inspiration from the management style of her parents. “We treat our employees like family and espouse the values of love for God, integrity, loyalty and respect. I’m an approachable leader who is strict with outputs but still allows for independent growth. I try to instill a culture of excellence and when goals are met, I give proper recognition to those who are deserving,” she says.

Challenges and Resolutions

As the pioneer in the theme park business, the challenge for EK is to continue to innovate and improve their facilities and services in order to remain ahead of the game amid other forms of leisure and entertainment options. “We invest heavily in infrastructure and operations. In order for the park to run smoothly, we make sure that our teams are highly skilled and trained to meet the demands of the work. It is akin to conducting an orchestra where each musician must play impeccably and in sync with the other members all the while following the conductor’s baton to deliver a harmonious performance,” narrates Mamon-Aban.

Safety is also a major challenge for theme parks. EK adheres to the American Society for Testing and Materials (ASTM) international standards on safety. Additionally, the company has continued its alliances with the International Association of Amusement Parks and Attractions (IAAPA) and similar organizations to keep EK at par with the best parks globally. Meanwhile, being located in a tropical country, inclement weather and natural disasters affect its activities. This is why EK limits the days as well as the number of guests, depending on the weather forecast for the week. This ensures healthy profits as well as the safety of the parkgoers.

Emerging Trends in the Theme Park Industry

Mamon-Aban knows that authenticity as well as the staging of unforgettable guest experiences are both crucial in the success of any leisure business.

To be able to deliver the aforementioned great experiences, EK acknowledges the following emerging trends:

• Increase in immersive and personalized guest experiences

Beyond the traditional rides, providing interactive activities like augmented reality (AR), virtual reality (VR), and advanced audio-visual and storytelling techniques are useful tools that drive higher engagement.  

• Rise of AI as a tool

From advanced business analytics to providing customized merchandise and tailored recommendations based on real-time behavior, artificial intelligence is used to offer hyper-personalized experiences.

• Sustainability

The implementation of energy-efficient infrastructure, waste reduction (from using recyclable food containers, to non-plastic merchandise, and tickets), and other nature-sensitive options are now encouraged to help curb the park’s carbon footprint.

Immediate Plans

In the second half of 2024, the park will feature another gated attraction called Midway Mirror Maze, an exciting family thrill ride, and over at the Portico zone, Café Mary Grace is set to open alongside Starbucks. “Our plans for expansion are enhancement-centric. There’s always something new and exciting to look forward to in every visit. And most certainly, we are ramping [up] our efforts leading to our 30^th anniversary in 2025. Rest assured, Enchanted Kingdom is and will always be the place where the chills, thrills and magic lives on,” concludes Mamon-Aban.