TOM Mehrmann thought it was an interesting coinci-dence that he had entered the theme park business the same year Hong Kong's Ocean Park was opened, 27 years ago. He has been reecently appointed to the position of Ocean Park's chief executive.

Mehrmann and his staff from the Ocean Park visited Shanghai last week to promote the destination in the rapidly growing mainland market.

The proportion of visitors from the mainland has increased from last year's 37 per cent to 50 per cent this year, accounting for 1.8 million of the site's 3.6 million visitors.

Among the mainland visitors, 15 to 20 per cent were "Free Independent Travellers" (FITs), who would spend a whole day in the park.

"We are here in Shanghai because we recognize the importance of this critical market. It has the highest per capita income in China, which represents an incredible opportunity for tourism destinations," Mehrmann said.

As a non-profit institute, the Ocean Park focuses on its educational and conservation functions. It has received over 60 million visitors from all over the world since it was opened in 1977.

Despite being such a large operation, and one that receives little financial support from the Hong Kong government, Mehrmann said the park was always working to keep existing facilities safe and fresh. In spite of the costs required to maintain the infrastructures, he said most investment went into creating special events such as those for the Summer Splash, Halloween, Christmas and Chinese New Year, rather than on permanent facilities.

"Strategically, the software drives the hardwares," he said.

To better serve mainland tourists, the front-line staff have been trained in Mandarin Chinese, with Putonghua being added to all the in-park public announcements and shows. The park has also started to accept payment in RMB and RMB bank cards.

"The mainland tourists market is vital to the continued growth of Ocean Park," Mehrmann said.

He started his career in the Knott's Berry Farm in Southern California in the US, as a sweeper, gradually moving up the ladder into management responsibility.

He has also participated in the design, development and operation of Knott's Camp Snoopy in the Mall of America in Minnesota, the largest mall in the US, which provides a mixture of entertainment and retail services.

In 1998, he became general manager of the Six Flag Marine World in Vallejo, California, which was similar to Ocean Park in combining entertainment with education, animal husbandry and conservation.

His most recent project was designing, building and operating the Warner Bros Movie World in Madrid, Spain.

New to Asia, Mehrmann believed his international experience would help him in his job, despite the unfamiliar environment. "The nature of the business is very international and transportable. Fun is universal," he said.

Competition intensifies

About 18 months from now, Hong Kong will see the opening of a Disney World, which Mehrmann expects to be his most serious competitor.

Yet, after decades of experience working with the Knott's Berry Farm, just 7 miles from Disneyland in Anaheim, he has a keen understanding of the complementary and supplementary role Ocean Park will play with Disney.

"Our products are different and our market emphasis will be different. We will celebrate our differences by focusing on them to show how both parks can be a part of a visit to Hong Kong," he said.

The Ocean Park is making a redevelopment plan for the next three to five years, including co-operation with the Hong Kong government on direct train access to the park from Central Hong Kong and significant investment in the park to upgrade facilities, develop additional animal displays and reinforce the messages of education and conservation in an entertaining environment.

"However, we will remain open throughout the redevelopment process," Mehrmann said.